Eugenia Antoneta IRIMIAS - Aplicated Competencies

ENGLISH FOR BUSINESS.
CORE COMPETENCIES
EUGENIA IRIMIAŞ
Eugenia Irimias, English for Business. Core Competencies Page 1

Contents
FOREWORD………………………………………………………………….. 4
Chapter 1 BUSINESS ENGLISH. APPLIED COMPETENCIES.
INTRODUCTION. 6
Chapter 2 BUSINESS ETHICS
17
Unit 1 Ethical values in business 17
Unit 2 Ethical code of the firm
25
Chapter 3 MANAGEMENT
32
Unit 1 Organizational culture 32
Unit 2 Management models 37
Unit 3 Management styles 44
Chapter 4 MARKETING AND ADVERTISING
53
Unit 1 Products and services 53
Unit 2 Marketing mix 59
Unit 3 Advertising and publicity 66
Unit 4 Advertising techniques 73
Chapter 5 CRITICAL THINKING. CASE STUDIES.
81
Tests 91
Answer Key 117
Appendix TOPICS FOR PRESENTATIONS 124
COURSE BIBLIOGRAPHY 127

FOREWORD
This course content and design encourage students to take advantage of the opportunity to
concentrate on several relevant topics in business English applied competencies.
Such competencies may refer to students‘ particular specialization (they are prepared to work
in management, marketing, finance, advertizing, etc) but they can also address the over-
comprising domain of skilled communication in a foreign language. Here, students develop
the ability to combine everything they have been taught at their specialty courses with
numerous skills that refer to the correct and efficient use of English. Being able to use
innovative, critical thinking in a foreign language and to communicate clear and valuable
messages to potential business partners is one of the major goals of this course. Therefore, the
following texts will familiarize students with the concept of applied competencies in a
foreign language in the attempt to make them aware of the importance to develop the proper
communication skills they need to use in their professional environment.
The aims of this course are to improve students‘ command of English and so enhance their career
prospects; to develop and practice basic skills to enable students to operate effectively in real life
situations; to encourage the individual work; to improve students‘ command of vocabulary, specialist
terms and idiomatic language commonly used in business; to practice writing for specific business
purposes.
The course outcomes are meant to cover a wide range of job requirements with respect to
attitudes & values, knowledge & understanding, and skills.
On completion of the course, the knowledge and critical perspective obtained should enable
students to:
1. understand the value of applied competencies in business English; appreciate the
importance and complexity of professional vocabulary;
2. express their own ideas and values in specialised contexts;
3. describe factors which affect communication; describe and analyse professional-
specific-styles of communication;
4. learn to adjust themselves to different professional contexts;

5. develop verbal (oral and written) communication skills applicable to domestic and
business environments;
6. develop the effectiveness of students' business communication skills with culturally
diverse audiences, both at home and abroad;
7. gain more confidence in applying their communication skills;
8. practice performing business communication activities;
9. recognise several culture specific models of company organisation, the impact of
cultural diversity on international management organisation.
This course covers only special topics in applied competencies in business English rather
than general survey content. The material included here will focus on business English
applied competencies; ethics in business; management; marketing and advertising – with
particular focus on core competencies students have to acquire in these areas of interest; and
critical thinking applied to the analysis of several case studies.
While specific, these topics remain large enough to permit students to direct their research
and study to applications which have special interest and use for them.

Chapter 1
BUSINESS ENGLISH. APPLIED COMPETENCIES ACQUISITION.
Read carefully the definitions of competence and

competency from Merriam Webster and Thesaurus Dictionaries. Note and discuss the
resemblance of explanations. Analyse the contexts in which the two concepts are used. Check
whether you are familiar with all the synonyms, related concepts, and antonyms of the two
words.
Merriam Webster
competence
1. The quality or state of having sufficient knowledge, judgment, skill or strength (as for
a particular duty or in a particular respect)
2. the knowledge that enables a person to speak and understand a language
synonyms‫ ׃‬ability, capability, capableness, capacity, competency, faculty
competency/ (pl.) competencies = competence

synonyms‫ ׃‬ability, capability, capableness, capacity, competency, faculty
Thesaurus
Competence - the physical or mental power to do something
Competency - the physical or mental power to do something
Related words – both for competence and competency

aptitude, aptness, deftness, endowment, equipment, facility, gift, knack, talent
address, adroitness, dexterity, hand, prowess, skill, gray matter instinct,
intelligence, ken, reason, understanding might, potency, puissance, staying power,
stuff adequacy, effectiveness, fitness, form, influence, resourcefulness, usefulness
means, resources, wherewithal
Antonyms for competence and competency
disability, inability, incapability, incapableness, incapacity, incompetence, incomp

etency,ineptitude, ineptness
Near Antonyms for competence and competency
helplessness, impotence, paralysis, powerlessness, weakness,

defectiveness, deficiency, inadequacy, inadequateness, ineffectiveness, ineffectuali
ty, ineffectualness, inefficaciousness, inefficacy, uselessness
debilitation, disablement, impairment, incapacitation
Read carefully the following excerpts about the importance of acquiring applied
competencies in business. Pick out and analyze the key phrases, then summarize the texts
without omitting any vital details. Use all the available sources – newspapers, magazines, the
internet and come up with new information about this topic.
After having read the text below, answer the following questions
 What are the competencies you specifically need in your profession?
 What competencies do you have at present and what others should you improve or
acquire?
 What do you think you should do in order to acquire those competencies?
Core competencies
According to Susan Ward, core competencies definition is ‗what a business does well that
distinguishes it from other businesses‘. The concept of core competency originated as a
resource-based approach to corporate strategy; the concept was first introduced by C.K.

Prahalad and Gary Hamel. In The Core Competence of the Corporation (1990), they describe
core competence as something that a firm can do well that meets three conditions: 1. It
provides consumer benefits, 2. It is not easy for competitors to imitate, and 3. It can be
leveraged widely to many products and markets.
A more current definition of core competency would be "key abilities or strengths that a
company has developed that give it a competitive advantage over its peers and contribute to
its long-term success." Core competencies are difficult for competing businesses to duplicate.
You should know that "core" doesn't denote singularity; a business may have more than one
core competency. In essence, core competencies are a group of skills or attributes that
employees need to carry out their work effectively. (adapted from Small Businesses Can
Have Core Competencies Too, Susan Ward, Updated November 04, 2018)
See https://www.thebalancesmb.com/core-competency-in-business-2948314
Keep in mind‫׃‬
Whatever works for the core competencies of a business could find similar application for
your personal development as skilled professionals, ready to perform in a business setting.
Your applied competencies may refer to your particular specialization (you are prepared to
work in management, marketing, finance, advertizing, etc) but they can also address the over-
comprising domain of skilled communication in a foreign language. Here, you should
develop the ability to combine everything you have been taught at your specialty courses with
numerous skills that refer to the correct and efficient use of English. Being able to use
innovative, critical thinking in a foreign language and to communicate clear and valuable
messages to potential business partners is one of the major goals of this course. Therefore, the
following texts will familiarize you with the concept of applied competencies in a foreign
language in the attempt to make you aware of the importance to develop the proper
communication skills you need to use in your professional environment.

Read about Business communication competencies one should have in order to be a good
communicator. Out of the comprising list below, which communication competencies are you
good at? Which do you need to train on?
Business communication competencies
Competencies are the skills, knowledge, practical behaviours and attitudes which inform the
way you operate in working life. Being a good communicator is a competency commonly
required, no matter what job you may apply for. In business in particular, you need to convey
basic factual information clearly and accurately; convey information in the most appropriate
format; and explain complex or detailed specialist information. Below you can read about
such particular work instances in which your communication competencies are required.
You may frequently receive, understand and convey information which needs careful
explanation or interpretation to help others understand, taking into account what to
communicate and how best to convey information to others. Examples might include:
drafting non-routine documents (e.g. written guides, marketing materials, handbooks, letters,
content for websites, etc) drafting short factual reports, writing notes/minutes of meetings,
proof reading or editing the work of others, explaining detailed procedures, regulations or
course entry requirements, persuading co-workers to adopt a viewpoint or to complete work,
ensuring people adhere to policies and procedures, resolving conflicts where tact and
diplomacy are required.
You should be able to explain the reasoning behind a decision and its implications, make
presentations to internal and external meetings and groups, conduct an
interview/meeting/staff review, clarify non-routine situations in order to provide an
appropriate response, show awareness of customer skills and abilities when designing users
guides, choose the most appropriate medium through which to communicate i.e. PowerPoint
presentation, Over Head Projector, report, formal meeting, white board, handbook, poster etc.
In certain positions you may receive, understand and convey highly complex, conceptual
ideas or complex information which may be highly detailed, technical or specialist. Examples
might include: writing complex proposals, reports, letters, etc, containing detailed
recommendations writing detailed, complex procedures/guidelines regarding significant

functions affecting large numbers of staff, writing meticulous explanations of complex
procedures providing a comprehensive explanation of how a complex system, procedure or a
set of regulations operates, convey complex legal requirements and their implications on
significant situations influencing others' thinking and negotiating with them regarding
complex issues to achieve an outcome in significant situations, making presentations to
interest groups or groups with diverse levels of understanding, regarding complex subject
matters negotiating significant, long-term, complex contracts with external suppliers or
customers. (see https://www2.mmu.ac.uk)
Read about how communication skills are commonly linked to the idea of a skilled employee
and are always attached to the prerequisites of corporate success. As a matter of fact, what
are communication skills? After reading the text, try to describe with your own words each
skill and specify what are the particular business instances in which that communication skill
could be effectively and efficiently applied. You can perform this task either orally (e.g. a
presentation on the advantages of mastering and applying such skills in a negotiation) or in a
written report (addressed to the board of your company, requesting communication training
for the employees).
Communication skills
The majority of jobs require employees to have good communication skills, so that they can
express themselves in a positive and clear manner, both when speaking to people and in
writing. Communication is one of the main ingredients for corporate success, but the problem
is that the phrase ‗good communication skills‘ is a term so overused that it is difficult to
pinpoint what it actually means.
Demonstrating strong communication skills is about being able to convey information to

others in a simple and unambiguous way. It involves the distribution of messages clearly and
concisely, in a way that connects with the audience. Good communication is about
understanding instructions, acquiring new skills, making requests, asking questions and
relaying information with ease.
Good communication skills are perhaps the most basic skills that you can possess as an
employee, yet they remain one of the most sought after by employers. Among such skills, we
mention:

1. Persuasive Techniques. In certain careers, you will be required to persuade people to adopt
your way of thinking and initiate some kind of action. This may be changing a way of
working or signing a contract. Persuasive techniques are very important in certain careers
such as sales- or marketing-based roles, as well as for professionals who work in a
managerial capacity. Examples include:
 Successfully addressing key concerns and presenting mutually beneficial solutions

 Building successful relationships to ensure support during negotiations
2. Writing Skills: being able to communicate clearly and concisely is an important skill for a
number of reasons. You may be required to draft reports or prepare correspondence. Even
communicating with fellow colleagues and partners is often achieved through email, so it‘s
important to be able to convey what you need to succinctly and effectively. Examples
include:
 Using concise, clear, appropriate language

 Structuring ideas clearly
3. Speaking and Listening Skills. Professionals must be able to communicate effectively when
speaking to people. Demonstrating that you can communicate complex information to a non-
technical audience is also valued by employers. In any verbal communication you should
always ensure that you speak carefully and clearly so that you are easily understood.
Examples include:
 Speaking clearly and at a measured pace

 Maintaining eye contact to hold listeners' attention
4. Logical Reasoning. Sound reasoning skills are important. You need to be able to
demonstrate that you are capable of considering all the facts, thinking them through
intelligently to reach important decisions.
5. Identifying Patterns or Connections. Within many different roles, finding patterns,

evaluating data and reaching conclusions is essential for the business. Positions such as
marketing, business analysis and even general management all require candidates to
demonstrate the ability to identify patterns. These could relate to performance, customer
retention, sales or finance. Examples include:

 Understanding the impact of specific data patterns and trends on the business
 Identifying inconsistencies in data and information
6. Research. Reviewing information, collecting data and reaching informed decisions features
significantly in many different roles. As a core competency it involves looking at data from a
critical perspective, seeing the bigger picture and identifying gaps so that you can explore all
possibilities. Examples of this competency include:
 The ability to identify relevant sources of information

 Effectively using data and research to reach informed, effective decisions
7. Problem Solving. Solving problems is a fundamental skill that all employees should
possess. It could range from something as simple as addressing a staff shortage through to
something much more technical, such as overcoming a major stumbling block during the
course of a project. Examples include:
 The ability to identify the cause and effects of problems in the workplace
 Analysing existing information to come up with appropriate solutions
(see https://www.wikijob.co.uk/)
Whether you already have a job or you are still only students, you should pay attention to
some more general communication skills – very important, but not necessarily required by a
certain place of work. Read and check if you possess the following abilities (competencies)‫׃‬
The Top 10 Communication Skills for Graduates
1. Emotional Intelligence. Emotional intelligence is the ability to understand and manage

your emotions so as to communicate effectively, avoid stress, overcome challenges and
empathise with others. It‘s a skill which is learned over time rather than obtained.
There are four main strands to emotional intelligence: self awareness, self management,
social awareness and relationship management. Each of these strands is important in its own
way and allows you to communicate confidently with a variety of people.

2. Cohesion and Clarity. Good communication is much more than saying the right thing; it is
about communicating messages clearly and concisely. Before you start a conversation, type
an email or begin a discussion, have in mind what the purpose of the communication is and
what information you hope to obtain as a result. Lack of clarity and cohesion can result in
poor decisions and confusion.
3. Friendliness. In any type of communication, make sure that you set the right tone. A
friendly tone will encourage others to communicate with you. Always try to personalise
messages, particularly when working with partners or fellow colleagues. Wishing the
recipient a good weekend, for example, is a great way to personalise your message.
4. Confidence. In all interactions, confidence (but not over-confidence) is crucial.
Demonstrating confidence will give customers faith in your abilities to deliver what they
need, and that you will follow through with what you have promised.
Conveying confidence can be something as simple as maintaining eye contact during a
conversation, or using a firm but friendly tone when speaking with people over the phone. Be
careful not to come across as aggressive, since this will have the opposite effect of what you
are hoping to achieve.
5. Empathy. Within a busy work environment, everyone will have their own ideas about how
things should be done. Even if you have disagreements with your colleagues or partners, their
point of view should be considered and respected.
Empathy is also beneficial when speaking with customers in certain types of customer-facing
role. The goal here is to understand where the other person is coming from - and respect their
views even if they are very different from your own.
6. Respect. Empathy leads into the next communication skill, respect. If you respect the ideas
and opinions of others, they will be more likely to communicate with you. Active listening or
simply using the name of the person you are speaking to can both be effective. Make sure that
when you type emails, you don‘t sound insincere or write in a way that is insincere.
7. Listening. Good communication is all about listening effectively. Take the time to listen to
what the other person is saying and practice active listening. Pay attention to what the other
person is saying, ask questions and clarify points, and rephrase what they have said so that
you know you have understood correctly.

8. Open Mindedness. Try to enter into communications without having an agenda. Strong
communications require an open mind and a commitment to understanding other people‘s
points of view. If you disagree with the people you are speaking to, try to reach a middle
ground that benefits all parties. Approaching a discussion with an open mind is more likely to
result in a successful outcome.
9. Tone of Voice. The tone of your voice can set the whole mood of the conversation. If you
start the discussion in an aggressive or unhelpful manner, the recipient will be more inclined
to respond in a similar way. The tone of your voice will include the level of emotion that you
use, the volume you use and the level of communication you choose.
The same sentence can have a very different meaning depending on which words are
emphasised and the tone of your voice. In a customer complaint scenario, for example, your
tone of voice should be as calm as possible, since an unfriendly tone of voice will only serve
to worsen the situation.
10. Asking Good Questions. Good questions can help conversations flow and improve the
outcome. During a conversation, always aim to ask open-ended questions. These are
questions with prompts which encourage the recipient to speak about certain points and they
require more detailed responses.
If you need further information still, you can use probing questions which request even more
information from the recipient such as ‗Tell me the process of…‖ During the conversation
include a mixture of questions including clarification, ‗what if‘ scenarios and open-ended
questions to make sure that you achieve what you set out to do at the beginning of the call or
conversation. (see https://www.wikijob.co.uk/)

Test Your Knowledge
1. Define the concept of applied competencies using the information above.

2. What are its main characteristics?
3. Why are communication competencies important in business communication?
4. What are the components of the applied communication competencies?
5. Read and state your opinion about the following assertions:
 The majority of jobs require employees to have good communication skills
 Good communication skills are perhaps the most basic skills that you can possess as
an employee
 Good communication is all about listening effectively
 Being a good communicator is a competency commonly required, no matter what job
you may apply for.
Assignment:

Creative & Innovative Thinking means, among other things, ‗to see opportunities for creative
problem solving while staying within the parameters of good practice. Generates unique but
workable and useful solutions to difficult problems‘. Have you ever applied this competency
at your place of work? Describe your experience in a 200 – word report.
Bibliography
Irimias, E., (2019) English for Business. Applied Competencies, curs în format electronic pentru
studenţii FR, FSEGA, UBB, Cluj-Napoca.
https://www2.mmu.ac.uk
Ward, Susan. Small Businesses Can Have Core Competencies Too, updated November 04, 2018. in
https://www.thebalancesmb.com/core-competency-in-business-2948314
www.wikijob.co.uk/

Chapter 2
BUSINESS ETHICS
Unit 1
ETHICAL VALUES IN BUSINESS
Read carefully the following assertions about ethics. Pick

out and analyze the key phrases, then summarize the texts without omitting any vital details.
Use all the available sources – newspapers, magazines, the internet and come up with new
information about this topic.
Use the dictionary to explain the words written in bold; find synonyms, related words, and
antonyms for them.
Ethics
As the occasions for ambiguity in moral reasoning and moral responsibility multiply in a
culturally diverse but highly interconnected and interdependent global environment, ethics is
a subject which confronts communication scholarship at a variety of levels of interactional
analysis. Current communication research on the subject is confined, though, almost
exclusively to international business interactions, particularly to those of transnational
corporations (TNCs). For example, there is relatively little research that directly addresses the
ethics of diplomacy and negotiation in contemporary global interactional processes.

Martin et al. (2002: 363) define ethics as the same as morals, or considerations of ―what is
considered right and wrong‖. Hall (2005: 334) defines ethics as the ―moral standards by
which actions may be judged good or bad, right or wrong‖. Johannesen, one of the leading
writers in the field of communication ethics, contends that, more than cultural values - or
what is important to a culture - such as individualism/collectivism, ethical judgments are
more about ―degrees of rightness and wrongness in human behavior‖ (in Martin et al., 2002:
363). We will make the distinction that morality refers to the right or wrong of any behavior
in and of itself. As a subset of morality, ethics deals with rightness and wrongness
specifically in our interaction with others.
All of us make decisions about what is right and wrong every day of our lives. Do I cheat on
the exam? Do I return the $5 bill I found in the parking lot of the gas station? Do I copy my
friend‘s CD instead of buying my own? If he asks me if he looks fat in that shirt, and he
really does, do I tell him so? Do I cast a vote on the Internet survey for my friend‘s or
student‘s video, even if it‘s really not the best of the videos in the competition, just so my
friend might win the contest?
And, of course, there are more weighty ethical issues! If I see racism occur, do I confront it,
or do I remain silent? Do I lie for my company? Do I sell research and ideas that I know may
not be based in fact or that, if sold, might work against some population?
All of us are guided by some ethical principles, even if we are not aware of them. The
problem is if we have not really thought about what ethics guide us, are we really guided by
the best principle?
What are the principles that guide you in your private life and at work? Make a list and
discuss their importance.
Read about The Five “Goldens”. As you can see, what is right and wrong has been a
pervasive issue since the Antiquity. What do you think – do the five „goldens‟ equally mirror
the ethical concept of „good‟? Which of them does accurately describe your personal idea of
rightness? Which, in your opinion, lays at the basis of the present-day ethical values?
Classical approaches to ethics - The Five “Goldens”

Hall (2005) presents ―five golden approaches,‖ (see Hall from E. Griffin‘s A First Look at
Communication Theories).
(1)The golden purse (ethical egoism): As it sounds (―ego‖ for ―I‖), this approach is based
on what works best for me or my group (organization, country, etc.). This approach
considers a weighing of the advantages and disadvantages of a decision and choosing what is
best for me. The statement in Hall, ―the one who has the gold makes the rules‖ is true in
many cases.
(2)The golden consequence (utilitarianism): If something has ―utility‖ that means it is

―useful‖ or ―pragmatic.‖ Here is a question which may help you learn this approach - what
works? The difference between this and egoism is that this approach is focused on what
works for the most people involved. That is, it seeks the greatest good for the greatest
number of people. One might lie, assassinate someone, even drop a Hydrogen bomb on a
city, if it is felt that this will benefit more people in the long run (this was the principle used
to justify the bombing of Hiroshima and Nagasaki in WWII). What benefits people in one
situation may not benefit people in another situation, so things are contextually right or
wrong.
(3)The golden law (categorical imperative/divine right): This approach suggests that there
is a single right or wrong that does not differ by context or situation. Emanuel Kant
believed that something was either right or wrong (one of two categories), and that we must
do what we know to be right (imperative). We determine what is right through the use of
logic, for example, the logical question our parents asked us, ―What if everybody behaved
this way?‖ Augustine, an early Christian, believed also that there was a single right or wrong,
but that it was determined through the scriptures rather than through logic (divine right).
Thus, both believe in a ―golden law,‖ but for different reasons.
(4)The golden rule: Also originally based in religious philosophy, the Golden Rule states, do
unto others as you would have them do unto you. Interestingly, this is a rule or principle that
appears in many religions. The platinum rule might go a step further in both interpersonal
relationships and in intercultural communication! Rather than treating others as you want to
be treated, treat them as you think they would want to be treated.

(5)The golden mean: Finally, Aristotle believed that the best choices lie between extremes
in any situation, and that extremes should be avoided. The ―golden mean‖ refers to the
―average‖ or ―mean‖ between extreme behaviors.
Assignment
Write a 200-word essay on the following topic‫׃‬
If a universal ethic can be determined (a single ethical system that might apply to all
cultures), it will likely come from either studying all cultures to find out principles they have
in common, from logic, from dialogue, or from external standard to which all people can
agree.

Ethical values
Read about Ethical values in business and find suitable

headings for each paragraph that describes the following values‫׃‬
a. Dealing with Unethical Business Values

b. Corporate Culture
c. Fair Treatment
d. Conveying Company Values
e. Creating an Ethical Workplace
f. Acting with Integrity
Business ethical values vary by company, and are defined largely by the behaviors and values
that govern a business environment. In general, business ethical values are a set of guiding
principles that encourage individuals in an organization to make decisions based on the
company‘s stated beliefs and attitudes toward business practices within its industry.
1……………………
Companies that define key elements of a corporate culture communicate their core values,
beliefs and preferred approaches to handling common and uncommon business situations.
Employees with a firm grasp on a company‘s values will make the most appropriate choices
when facing a business dilemma.
2. ……………………..
Managers define ethical business behavior in their workplaces by explaining to employees

how behavior and action affects the business‘ overall mission. An example is demonstrating
the link between respectful workplace relationships and low turnover, or lenient return

policies and increased customer satisfaction surveys. This approach helps employees
understand the link between ethical business behavior and corporate success.
3…………………….
While there are many shades of gray in business dealings, companies can define ethical
business values by outlining clear examples of right and wrong behavior as it applies to them.
This can be achieved by role-playing scenarios such as customer interactions, employee
disputes or negotiations with vendors and contractors.
4……………………….
A business can define ethical behavior by outlining what it considers fair and just treatment
of employees and customers. This includes goodwill among coworkers and toward
customers, a willingness to give back to the community and the self-control to avoid
situations where unethical behavior could occur. When employees understand how a
company defines business ethical values, they become more likely to comply with corporate
policies and management decisions.
5…………………
A company that defines business ethical values as a core element of a corporate culture
encourages employees to perform their job responsibilities accordingly. This often involves
doing what‘s right for the business, without regard to personal outcomes or ulterior motives.
6………………………
Many poor personal and professional decisions are based on a rationalization of the ethics
involved. For example, a person who embezzles from his company may fully understand the
behavior was unethical, but he justifies it by saying he was under-paid, so the company got
what it deserved. Truly defining business ethical values in a workplace environment involves
following examples of ethical behavior and fair treatment, starting from management and
trickling down.
(see Definition of Business Ethical Values, by Lisa McQuerrey) in
https://smallbusiness.chron.com.
How are ethical values defined by the employees, managers, companies, and businesses? Are
their perceptions of ethical values similar? If they differ, in what respects are these values
different? Discuss the conclusions you have reached to.

Ethical Values and Codes
Read the following article about Ethical Values and Codes and notice how information is
organized. Study the content of the text and identify

 its keywords,
 the topic sentences of each paragraph, and
 the structure and logic organization of the text
Answer the following questions:

 What is the role/function of ethical values?
 Why is ethics policy needed in an organisation?
 What does the Code of ethics represent in an organisation?
Ethical Values and Codes
Organisations often have a set of values or principles which reflect the way they do business
or to which they aspire to observe in carrying out their business. As well as business values
such as innovation, customer service and reliability, they will usually include ethical values
which guide the way business is done - what is acceptable, desirable and responsible
behaviour, above and beyond compliance with laws and regulations.
The most common ethical values found in corporate literature include: integrity, fairness,
honesty, trustworthiness, respect, openness. They are commonly expressed through an ethics
policy and a code of ethics.
An ethics policy sets out the organisation‘s commitment to high ethical standards and the
management of integrity risks. It would usually detail how this will be governed,
implemented and monitored.
The core element of an ethics programme will be a Code of Ethics (or similar document). Its
main purpose is to provide guidance to staff.
It does this by translating the organisation‘s values and its commitments to stakeholders into
to the way it will operate. For employees (and other business partners) it will set out expected
behaviours and provide guidance around the ethical challenges and issues material to the
organisation.
(see https://www.ibe.org.uk/ethical-values-and-codes/)
Fill in the blanks in the following article - Values and ethics, using words from the list given
below:
operations, meant, organizations, standards(2), conduct, ethics, itself, govern, main,

argue, corporate, marketing, day, individuals, advantage, fundamental, maximization
Values and ethics

Values and ethics in simple words mean principle or code of conduct that 1…. transactions;
in this case business transaction. These ethics are 2… to analyse problems that come up in
day to 3… course of business 4…. Apart from this it also applies to 5… who work in
organisations, their conduct and to the organisations as a whole.
We live in an era of cut throat competition and competition breeds enmity. This enmity
reflects in business operations, code of 6…. Business houses with deeper pockets crush small
operators and markets are monopolised. In such a scenario certain 7… are required to govern
how organizations go about their business operations, these 8… are called ethics.
Business 9… is a wider term that includes many other sub ethics that are relevant to the
respective field. For example there is 10… ethics for marketing, ethics in HR for Human
resource department and the like. Business ethics in 11… is a part of applied ethics; the latter
takes care of ethical questions in the technical, social, legal and business ethics.
Nowadays almost all 12… lay due emphasis on their responsibilities towards the society and
the nature and they call it by different names like 13… social responsibility, corporate
governance or social responsibility charter.
Nowadays business ethics determines the 14… purpose of existence of a company in many
organisations. There is an ensuing battle between various groups, for example between those
who consider profit or share holder wealth maximisation as the 15… aim of the company and
those who consider value creation as main purpose of the organisation.
The former argue that if an organisation‘s main objective is to increase the shareholders
wealth, then considering the rights or interests of any other group is unethical. The latter,
similarly argue that profit 16… cannot be at the expense of the environment and other groups
in the society that contribute to the well being of the business.
Nevertheless business ethics continues to a debatable topic. Many 17… that lots of
organisations use it to seek competitive 18… and creating a fair image in the eyes of
consumers and other stakeholders. There are advantages also like transparency and
accountability. (Value and Ethics in Business - A Basic Understanding, see
https://www.managementstudyguide.com)

Unit 2
ETHICAL CODE OF THE FIRM
Read carefully the following excerpts about the ethical

code of the firm. Pick out and analyze the key phrases, then summarize the text without
omitting any vital details. Use all the available sources – newspapers, magazines, the internet
and come up with new information about these topics.
Answer the following questions:

 What is a code of ethics?
 What is the difference between a Code of Ethics and a Code of Conduct?
 What should the code of ethics of a company include?
Express your opinion on the following points:

 Does the Code of Ethics and Professional Conduct presented below cover all the
specific activities of the organization?
 Considering the points 1-2 from the Code of Ethics presented below, could you give a
detailed description of the requirements that follow (3-6)?
Ethical Values and Code of Ethics
Ethics tries to create a sense of right and wrong in the organizations and often when the law
fails, it is the ethics that may stop organizations from harming the society or environment.
A code of ethics and professional conduct outlines the ethical principles that govern decisions
and behavior at a company or organization. They give general outlines of how employees

should behave, as well as specific guidance for handling issues like harassment, safety, and
conflicts of interest.
A code of ethics is broad, giving employees or members a general idea of what types of
behavior and decisions are acceptable and encouraged at a business or organization. A code
of conduct is more focused. It defines how employees or members should act in specific
situations.
Code of Ethics and Professional Conduct Sample:
1. Be inclusive.
We welcome and support people of all backgrounds and identities. This includes, but is not
limited to members of any sexual orientation, gender identity and expression, race, ethnicity,
culture, national origin, social and economic class, educational level, color, immigration
status, sex, age, size, family status, political belief, religion, and mental and physical ability.
2. Be considerate.
We all depend on each other to produce the best work we can as a company. Your decisions
will affect clients and colleagues, and you should take those consequences into account when
making decisions.
3. Be respectful.
4. Choose your words carefully.
5. Don't harass.
6. Make differences into strengths.
Read about the content of a code of ethics and professional conduct – which of the elements
listed below do you consider the most important and which are, in your opinion, less
important? State your arguments.
Are there any other relevant items – specific for the particular organization you work for –
which are not specified here and you consider necessary to be included in the code of your
firm?
What to Include Your Code of Ethics and Professional Conduct:
A code of ethics and professional conduct consists of four key sections detailed below. You
can cover all of them in a short summary Code of Ethics and Professional Conduct as we
have above, or expand on them in detail so employees are clear on how to handle many
common situations.
1. The work environment.
Employees should act with integrity, comply with laws, maintain a professional work
environment and comply with company policies. They should treat customers, colleagues,
and partners ethically at all times.
Work Environment Code of Conduct Topics:

 Equal opportunity.
 Discrimination and harassment.
 Violence policy.
 Safety policy.
 Substance abuse.
 Gambling policy.
 Privacy policy.
 Misconduct explanation and policy.
2. Conflicts of interest.
A company's reputation depends on the actions and integrity of its employees. It is essential
that they avoid relationships and activities that hurt, or appears to hurt, their ability to make
objective and fair decisions.
Conflict of Interest Code of Conduct Topics:

 Corporate asset contributions.
 Running for public office.
 Insider trading and financial interests.
 Investments in companies employees do business with.
 Employee political interests.
 Significant financial interests in other companies.
 Securities transactions.
 Taking out loans.
3. Protecting company assets.
Employees should always act to protect company assets, including physical, intellectual, and
electronic or digital properties.
Company Assets Code of Conduct Topics:

 Preparing, maintaining, and disclosing accurate records.
 Information security.
 Protecting communication and information technology systems.
 Protecting external communications.
 Use of company property.
 Use of property owned by others.
 Facility security.
 Protecting intellectual property.

4. Anti-bribery and corruption.
A company's integrity is essential for maintaining trustworthiness and reputation. Employees

should always do their work fairly, honestly, and legally.
Anti-Bribery and Corruption Code of Conduct Topics:

 Doing business with governments.
 Choosing and maintaining service providers.
 Receiving gifts and entertainment.
 Loans, bribes, and kickbacks.
 Relationships with former employees.
 Obligations of departing and former employees.
 Interaction with competitors.
 Relationships with affiliates, international entities, and customers.
(adapted from https://www.betterteam.com/)
Read the article about Ten Benefits of Having an Ethics

Code and express your opinion on the following points, by bringing arguments in favour or
against the following:
 Companies should have ethics codes to promote ethical behavior – not to enhance
productivity, profits or public relations.
 A code can help create a climate of integrity and excellence.
 A code helps demonstrate the company‘s values to socially responsible investors.
Ten Benefits of Having an Ethics Code
―The single measure that would most improve corporate governance is the establishment by
senior management of an ethical business culture.‖

Companies should have ethics codes to promote ethical behavior – not to enhance
productivity, profits or public relations. Still, a sound, well-administered code can benefit a
company and its stakeholders in a variety of ways. It can:
1. Guide employees in situations where the ethical course of action is not immediately
obvious.
2. Help the company reinforce – and acquaint new employees with – its culture and
values. A code can help create a climate of integrity and excellence.
3. Help the company communicate its expectations to the staff to suppliers, vendors and
customers. Also, by soliciting feedback and questions, a company can use the code to
encourage frequent, open and honest communication among employees.
4. Minimize subjective and inconsistent management standards. A code explicitly
outlines the rights and responsibilities of staff members and helps guard against
capricious and preferential treatment of employees.
5. Help a company remain in compliance with complex government regulations. The
landmark Sarbanes-Oxley Act of 2002 requires public companies to have an ethics code
for senior financial officers.
6. Build public trust and enhance business reputations. Also, a code helps demonstrate
the company‘s values to socially responsible investors.
7. Offer protection in preempting or defending against lawsuits.
8. Enhance morale, employee pride, loyalty and the recruiting of outstanding employees.
9. Help promote constructive social change by raising awareness of the community‘s
needs and encouraging employees and other stakeholders to help.
10. Promote market efficiency – especially in areas where laws are weak or inefficient –
by rewarding the best and most ethical producers of goods and services.
(Adapted from Good Ideas for Creating a More Ethical and Effective Workplace, in
http://josephsononbusinessethics.com/2010)

Test Your Knowledge
1. Describe the principles included into the code of ethics of

an organization and explain how they influence the activity of an enterprise.
2. Analyze the Code of Ethics at your place of work.
3. Describe an ethical dilemma in which you have been involved.
4. Look on-line for a business ethical issue. This could be either an issue faced by company
employees (like, should I offer a bribe to my supervisor in order to get a promotion, since this
is what is generally understood in this culture?) or an ethical issue that straddles international
borders (such as a human rights issue or the rights or responsibilities of one government or
organization to intervene in the human rights of another culture). Approach it from the 5
golden stances; choose your own stance and describe which of the above, if any, influence
you (are you a cultural relativist or a universalist?)
Assignment
1. Discuss the importance of ethics to business.

2. Pick an article in a newspaper (e.g. The Economist) that describes an ethical business
topic of some interest to you and give a brief presentation.
3. Write a short report to illustrate how the perception of an ethical code of conduct
affects the business relationships among different companies/organizations.
Bibliography
Good Ideas for Creating a More Ethical and Effective Workplace, in

http://josephsononbusinessethics.com/2010
Hall, B. ‗J.‘ (2005). Among cultures: The challenge of communication (2nd ed.). Belmont,
CA.
https://www.betterteam.com/
https://www.ibe.org.uk/ethical-values-and-codes
Irimias, E., (2019). English for Business. Applied Competencies, curs în format electronic
pentru studenţii FR, FSEGA, UBB, Cluj-Napoca.
Johannesen, Richard L. (1996) Ethics in Human Communication, 4th edition, Waveland
Press.
Martin, J. (2002). Organizational culture: Mapping the terrain. Thousand Oaks, CA: Sage
Publications. Martin, J., & Frost, P.
McQuerrey, Lisa (2019) Definition of Business Ethical Values, in
https://smallbusiness.chron.com.
Value and Ethics in Business - A Basic Understanding, see
https://www.managementstudyguide.com

Chapter 3
MANAGEMENT. APPLIED COMPETENCIES.
Unit 1
ORGANIZATIONAL CULTURE
Read carefully the following texts about the

organizational culture and its different types within the business framework. Pick out and
analyze the key phrases, then summarize the texts without omitting any vital details. Use all
the available sources – newspapers, magazines, the internet and come up with new
Organizational culture - General assumptions
Explain or find synonyms for the words written in bold:
Organizational culture is defined as the underlying beliefs, assumptions, values and ways of
interacting that contribute to the unique social and psychological environment of an
organization.
Organizational culture includes an organization‘s expectations, experiences, philosophy, as

well as the values that guide member behavior, and is expressed in member self-image, inner
workings, interactions with the outside world, and future expectations. Culture is based on
shared attitudes, beliefs, customs, and written and unwritten rules that have been developed
over time and are considered valid (The Business Dictionary).
Simply stated, organizational culture is ―the way things are done around here‖ (Deal &
Kennedy, 2000).
Under this set of definitions, organizational culture is a set of shared assumptions that guide
what happens in organizations by defining appropriate behavior for various situations (Ravasi
& Schultz, 2006). Organizational culture affects the way people and groups interact with
each other, with clients, and with stakeholders. Also, organizational culture may influence
how much employees identify with their organization (Schrodt, 2002).
In business terms, other phrases are often used interchangeably, including ―corporate
culture,‖ ―workplace culture,‖ and ―business culture.‖ (adapted from
https://gothamculture.com)
What is Organizational Culture?
Read the following description of the organizational culture and notice how information is organized.
Study the content of the text and identify
 its keywords,
 the topic sentences of each paragraph, and
 what methods were used in order to develop the paragraphs (illustration, comparison or
contrast, discussion of cause and effect, classification, or discussion of problem and solution)
You remember that the paragraph consists of several sentences all related to the same topic. It
is a unit of thought and involves logical thinking.
The paragraph consists of three basic elements: the topic sentence (the essence of the whole
paragraph), the related sentences that explain the topic sentence, and the transitional elements
that make the text coherent There are 5 methods to develop a paragraph: illustration (it gives
examples that demonstrate the general idea), comparison or contrast (it presents similarities
or differences among thoughts), discussion of cause and effect (it focuses on the reasons of
something), classification (it indicates the specific categories of a general idea), and
discussion of problem and solution (it presents a problem and debates a possible solution to
that problem)
Organizational Culture
Basically, organizational culture is the personality of the organization. Culture is comprised

of the assumptions, values, norms and tangible signs (artifacts) of organization members and
their behaviors. Members of an organization soon come to sense the particular culture of an
organization. Culture is one of those terms which are difficult to express distinctly, but
everyone knows it when they sense it. For example, the culture of a large, for-profit
corporation is quite different than that of a hospital which is quite different than that of a
university. You can tell the culture of an organization by looking at the arrangement of
furniture, what they brag about, what members wear, etc. – similar to what you can use to get
a feeling about someone's personality.

Corporate culture can be looked at as a system. Inputs include feedback from, e.g., society,
professions, laws, stories, heroes, values on competition or service, etc. The process is based
on our assumptions, values and norms, e.g., our values on money, time, facilities, space and
people. Outputs or effects of our culture are, e.g., organizational behaviors, technologies,
strategies, image, products, services, appearance, etc.
The concept of culture is particularly important when attempting to manage organization-

wide change. Practitioners are coming to realize that, despite the best-laid plans,
organizational change must include not only changing structures and processes, but also
changing the corporate culture as well.
There's been a great deal of literature generated over the past decade about the concept of
organizational culture, particularly in regard to learning how to change organizational culture.
Organizational change efforts are rumored to fail the vast majority of the time. Usually, this
failure is credited to lack of understanding about the strong role of culture and the role it
plays in organizations. That's one of the reasons that many strategic planners now place as
much emphasis on identifying strategic values as they do mission and vision.
Read about different types of organizational culture.

Describe with your own words each type, starting from the descriptions below and find resemblances
or differences between them and the organization you work for.
Which one do you prefer – as a potential employee? Why?
In terms of the four specific characteristics – leader type/ value drivers/ effectiveness/ quality
improvement strategy – which is, in your opinion, the most efficient?
Types of Organizational Culture
There are different types of culture just like there are different types of personality.
1. Researcher Jeffrey Sonnenfeld identified the following four types of cultures.
Academy Culture. Employees are highly skilled and tend to stay in the organization, while
working their way up the ranks. The organization provides a stable environment in which
employees can development and exercise their skills. Examples are universities, hospitals,
large corporations, etc.
Baseball Team Culture. Employees are "free agents" who have highly prized skills. They are
in high demand and can rather easily get jobs elsewhere. This type of culture exists in fast-
paced, high-risk organizations, such as investment banking, advertising, etc.

Club Culture. The most important requirement for employees in this culture is to fit into the
group. Usually employees start at the bottom and stay with the organization. The organization
promotes from within and highly values seniority. Examples are the military, some law firms,
etc.
Fortress Culture. Employees don't know if they'll be laid off or not. These organizations often
undergo massive reorganization. There are many opportunities for those with timely,
specialized skills. Examples are savings and loans, large car companies, etc.
Understanding the Culture of Your Organization
Quite often, a leader has a very good sense of the culture of their organization. They just
haven‘t made that sense conscious to the extent that they can effectively learn from, and lead
within, the culture.
Different people in the same organization can have different perceptions of the culture of the
organization. This is especially true regarding the different perceptions between the top and
bottom levels of the organization. For example, the Chief Executive may view the
organization as being highly focused, well organized and even rather formal. On the other
hand, the receptionist might view the organization as being confused, disorganized and,
sometimes, even rude. (see https://managementhelp.org)
2.From the Competing Values Framework1, four organizational culture types emerged: Clan
culture, Adhocracy culture, Market culture and Hierarchy culture.
1. Clan Culture
This working environment is a friendly one. People have a lot in common, and it‘s similar to
a large family. The leaders or the executives are seen as mentors or maybe even as father
figures. The organization is held together by loyalty and tradition. There is great involvement.
The organization emphasizes long-term Human Resource development and bonds colleagues
by morals. Success is defined within the framework of addressing the needs of the clients and
caring for the people. The organization promotes teamwork, participation, and consensus.
Leader Type: facilitator, mentor, team builder
Value Drivers: Commitment, communication, development
Theory of Effectiveness: Human Resource development and participation are effective
Quality Improvement Strategy: Empowerment, team building, employee involvement,
Human Resource development, open communication
1
The Organizational Culture Assessment Instrument (OCAI) developed by Kim Cameron and Robert
Quinn is a validated research method to assess organizational culture. Professors Robert Quinn and Kim
Cameron developed the model of the Competing Values Framework which consists of four Competing Values that correspond
with four types of organizational culture. Every organization has its own mix of these four types of organizational cultures.

2. Adhocracy Culture
This is a dynamic and creative working environment. Employees take risks. Leaders are seen
as innovators and risk takers. Experiments and innovation are the bonding materials within
the organization. Prominence is emphasized. The long-term goal is to grow and create new
resources. The availability of new products or services is seen as success. The organization
promotes individual initiative and freedom.
Leader Type: Innovator, entrepreneur, visionary
Value Drivers: Innovative outputs, transformation, agility
Theory of Effectiveness: Innovativeness, vision and new resources are effective
Quality Improvement Strategy: Surprise and delight, creating new standards, anticipating
needs, continuous improvement, finding creative solutions
3. Market Culture
This is a results-based organization that emphasizes finishing work and getting things done.
People are competitive and focused on goals. Leaders are hard drivers, producers, and rivals
at the same time. They are tough and have high expectations. The emphasis on winning keeps
the organization together. Reputation and success are the most important. Long-term focus is
on rival activities and reaching goals. Market penetration and stock are the definitions of
success. Competitive prices and market leadership are important. The organizational style is
based on competition.
Leader Type: Hard driver, competitor, producer
Value Drivers: Market share, goal achievement, profitability
Theory of Effectiveness: Aggressively competing and customer focus are effective
Quality Improvement Strategy: Measuring client preferences, improving productivity,
creating external partnerships, enhancing competiveness, involving customers and suppliers
4. Hierarchy Culture
This is a formalized and structured work environment. Procedures decide what people do.
Leaders are proud of their efficiency-based coordination and organization. Keeping the
organization functioning smoothly is most crucial. Formal rules and policy keep the
organization together. The long-term goals are stability and results, paired with efficient and
smooth execution of tasks. Trustful delivery, smooth planning, and low costs define success.
The personnel management has to guarantee work and predictability.
Leader Type: Coordinator, monitor, organizer
Value Drivers: Efficiency, timeliness, consistency, and uniformity
Theory of Effectiveness: Control and efficiency with capable processes are effective
Quality Improvement Strategy: Error detection, measurement, process control, systematic
problem solving, quality tools
(see https://www.ocai-online.com)

Unit 2
MANAGEMENT MODELS
Read carefully the following excerpts about the main

theories for management models. Pick out and analyze the key phrases, then summarize the
texts without omitting any vital details. Use all the available sources – newspapers,
magazines, the internet and come up with new information about this topic.
Management Models
Express your opinion on the following points:

 What is the use of management models in business?
 Which of the four management models described do you prefer? Why?
 Which of the four is the closest to the model applied in your company?
Management models and frameworks play a huge part in business. Managers and
consultants spend a lot of time learning management models, discussing management
models and even inventing their own management models. Management models are vital
because they bring order to chaos, aid communication and reduce complexity.
This text is an attempt to highlight some of the management models that may be of
particular interest to you and the organizations you operate within. It is worth noting that
by including a management model in the list, we are not saying that it is inherently 'good'
or 'bad'. They are purposely not ranked in any kind of order. Your role is to i dentify the
management models that work well in your organization and help with the challenges
you are facing.

Finally, it is worth saying that although management models can bring structure and
reduce uncertainty, they are not a silver-bullet. Organizations greatest assets are their
people. Applying the right management model at the right time will undoubtedly help
you and your organization, but management models are no substitute for a well educated,
motivated workforce.
SWOT Analysis (Strengths, Weaknesses Opportunities, Threats). SWOT Analysis is a

simple model used in strategic planning to assess the Strengths and Weaknesses of an
organization, combined with an inventory of Opportunities and Threats in the external
environment. SWOT is a versatile tool that can be used at the organizational level, but
can also be applied to departments, teams, programs and individuals.
OKR - Objectives and Key Results. OKR is a framework for goal setting that is used by
many large tech companies including Google, Spotify and Twitter. They are used to
create alignment in an organization, and to encourage people to set stretch goals.
Kotter's Eight Step Change Model. John P. Kotter's works have made his name
synonymous with change. His 8 step model is taught on all the leading business schools
and is practically a religion among some of the big consultancies.
MoSCoW or Kano Models - how do you prioritize? When delivering within fixed
iterations to high standards of quality, the only thing you can flex is the
scope. Combining the simplicity or MoSCoW with the customer-centric view that Kano
provides, gives us a powerful lexicon with which to explore the mix of requirements we
are delivering and make effective decisions.
(see https://www.hotpmo.com/)
There are strategic management models which applied, can be beneficial not only for the
management of an organization, but also for the development of an individual‟s career. Read
about such models and accomplish the following tasks –
a. Summarize the description of the five models
b. In what organizational contexts can each model be applied with the highest
efficiency? Give examples.

c. If you use them to improve your career, can you tell which of them best suits
you?
5 Management Models That Can Help You Succeed in Your Career
1. Kurt Lewin‟s Change Management Model
Change is an important part of a career graph. If you want to improve your career, all
you need to do is to understand this model by Kurt Lewin. You need to identify one
thing that you want to change your career. This thing can be for your individual need
or for your team‘s need. If, for example, you want to change the level of productivity
for the team or for yourself in a given week, here‘s what you should do.
 Unfreeze - In this stage you need to communicate to yourself or to your team

members why the old method of doing work is not efficient for productivity. Creating
awareness and communicating is the first step to start the process of change. There
would be resistance, but you need to make sure that the team members understand
why the change is necessary. If it‘s for you, you need to make yourself un derstand
why the change would give you more benefits.
 Change - is the toughest step to go through. Most people struggle here. If you
are doing it for yourself, you will struggle with the new system as it‘s still not
properly wired in your brain. The new behaviours and new method of doing will take
some time to adjust so that you can do it long enough to create better results. Once
you or your team go through this stage, things start to become easier.
 Freeze/Refreeze - Once you or your team is habituated with the new system to
improve productivity, it‘s time to set it as a norm. But how to do that? To use a reward
system. If you do it right for a month and produce this much quantity you would be
given a certain amount of money or kind. If this can be implemented, your career and
the productivity of you and your team will sky-rocket.
You can use this management model for any area of your career or life.

2. Management Models- Maslow‟s Hierarchy of Needs
Maslow said that we all start from the bottom and once the need at the bottom gets
fulfilled, we can go ahead to gradually fulfill our all other needs.
Physiological: You need to fulfill these basic needs first before you think about other
needs. Air, water, food, shelter, sex, sleep and warmth are the basic needs as Maslow
pointed out. They are also called your biological needs.
Safety: Once you can fulfill the physical needs, you will go ahead and think about
your safety, maintaining law and order, ensuring security and getting free from fear.
Love & Belongingness: Later you need to have family, friends and love and affection
and a place where you feel that you‘re included.
Esteem: After physiological, safety and love & belongingness needs, you can think
about achievement, mastery, self-respect, autonomy.
Self-actualization: This is the top most need you have and that is to achieve your full
potential, extracting the best out of you and leaving a legacy which Steve Jobs called
―making a dent in the universe.‖
Note - these are the needs of any human beings no matter whatever country or place
s/he belongs to. But there is another need which is mostly ignored and which is also
ignored by Maslow. Author Jonathan Fields says – There is the first basic need, even
before the need to eat, quench thirst and find a shelter. And that basic need is the need
of not changing. It sounds a little strange, but if you look closely at us, you will
understand that statement to be true.
How can you make this management model relevant to your career and business? Here
are three key points:
 You would be able to prioritize your career according to these needs.

 By following Maslow‘s Hierarchy of Needs management model, you will be
able to create an excellent balance between your career and personal life
 You can constantly review where you are in your career by looking at
Maslow‘s hierarchy of needs management model and start from there.

3. Five Disciplines
Peter Senge has developed a model called ―Five Discipline‖ and he is also the author
of Fifth Discipline. They refer to:
1.Systems thinking: This should come last but this discipline weaves the other four
disciplines together so that you can practice them in proper manner.
2.Personal mastery: According to Senge, you should not view your work as a means
of earning money and making a living. Rather he wants you to see your work as an
artist would look at a piece of art and you need to constantly strive to make it better
and beautiful.
3.Mental models: We view the world as per our ingrained mental models. To improve
our way of thinking, we need to improve our view of the worlds and better
understanding of old and new mental models.
4.Building shared vision: An organization cannot go alone. To run an organization
well and to achieve success, we need to depend on each other. It‘s really all about
interdependence. So, your vision should at least be shared by your team to make it
effective and to be able to help each other in the pursuit of achieving success.
5.Team learning: When team members are closing all their assumptions and rather
getting engaged in true dialogue, then they will learn faster.
If you use this model in any of your project, don‘t forget to use the fifth discipline
which cohorts all the other disciplines in implementable ways.
4. Deming Cycle
This is a very useful management model if you want to improve your productivity or
anything you do in your career. There are four parts of Deming Cycle. Business Guru
W. Edwards Deming is the proponent of this management model. This management
model is also called PDCA Cycle. It contains the following steps :
Plan: At this stage you need to plan for what you will implement. It‘s easy to
articulate a plan before taking action.

Do: Once you plan, you should go ahead and implement your plan of action.
Check: A control measure should be there so that you can understand how successful
you‘re in your effort to implement your plan of action. The best way to check your
action is to have a set of standards structured beforehand.
Act: Once you check and do course-corrections, now you can improve the process
which Deming called as to ―act‖. After improving the process you will go back to
planning again.
You may wonder how this management model would help you in your career. Think
about a project you want to complete within a time limit. To make matter simple you
have decided to chunk down your big projects in manageable sub -projects and set sub-
deadlines for each of them. Now, you can use PDCA Cycle in case of your sub -
projects. If you use this management model to your sub-projects, you don‘t need to
worry about the entire project and the quality of deliverables. Once you‘re done with
the project you can use the same management model and check whether everything
has happened according to plan or not.
5. Smart
This concept is being proposed by the father of modern management Peter Drucker.
He said that if you want to create great results, you need to measure it. He said –
―There‘s nothing as useless as doing something efficiently which should not be done
at all.‖ And he also said – ―What gets measured gets done.‖ Later organizations
realized the value of his word and implemented the SMART method to their all goal-
setting activities. To be efficient, your activity should comprise the following
characteristics:
Specific: be specific about what you should be doing. Your action should not be
vague or ambiguous. You need to be really crystal clear about what exactly you want
to achieve for the organization or for your career.
Measurable: If your goal is not measurable, how would you know when you achieved
it? Create a structure even for intangible goals which will help you measure the
outcome.

Achievable: The thing you set for yourself should be doable. Set yourself a target that
you know you can achieve.
Realistic: It should be realistic. Making a US $10,000 profit in a month (if you are big
firm and starting out) is a great goal to aim at. But it really depends on the individual
and the circumstances around the person.
Timely: The goal should have a deadline. Set a deadline after completing the first four
steps and you‘re done.
(adapted from https://www.educba.com/)
Assignment
 Think of the management models presented above and write an action plan that
assesses your career success. See what works for you and what you have to
improve.
 Imagine you have set up your own company. What management model best
suits you (as a person/manager) and the specific type of enterprise you lead?

Unit 3
MANAGEMENT STYLES
Read carefully the following excerpt about cultural

differences and how one should perceive them in a variety of situational contexts. Pick out
and analyze the key phrases, then summarize the texts without omitting any vital details. Use
all the available sources – newspapers, magazines, the internet and come up with new
Management styles
The “management style,” can be defined as the way a manager makes decisions relating to
their subordinates. Management styles are heavily dependent on your corporate culture.
There are more than 25 management styles, each with their own set of pros and cons. In the
right environment, they can all be effective. Some of them will be discussed in the following
paragraphs. While reading, identify the characteristics a manager should possess (in
particular, for each management style) and explain why those features are relevant for that
particular style. Try to associate each style with a specific business activity.
A. Authoritarian management styles
Managers who are high in conscientiousness and possibly low in agreeableness tend to prefer
authoritarian management styles. These managers tend to be industrious, orderly, candid, and
less trusting. Within this group we include:
Command and control management styles which rely on strict hierarchy. Management
orders, employees obey. Disobedient employees are punished.
Fear uncertainty and doubt. Managers who use this tactic keep their subordinates in a
consistent state of fear. They use fear, guilt and shame to scare their team into compliance.

Micromanagers use their power to control every detail. Employees are forced into a rigid
structure that conforms to management‘s preconceived ideas.
B. Extroverted management styles

Managers who are high in agreeableness and possibly high in extraversion are far more likely
to prefer these management styles. These managers are typically softhearted, understanding,
compassionate and considerate. Such extroverted styles are:
Charismatic managers (e.g. Elon musk, Steve Jobs) who rely on the strength of their
charisma and personality to command subordinates.
Transformational styles are based on a mutual give-and-take relationship or managers and
employees support each other.
Transactional styles use positive rewards such as incentives, bonuses and stock options to
motivate employees to improve performance. These styles are less effective with socially
conscious employees who are looking to make an impact at work.
Servant leadership. These managers see themselves as supporters and cheerleaders. They
use their leadership skills and power to support coworkers, choosing to serve others first
before their agenda.
Complex adaptive. This style is based on the idea that everyone in the company is a leader.
Organizations with a flat organizational structure like Zappos prefer this method of
management. Employees are expected to influence, persuade and motivate each other.
C. Political management styles
Managers who are high in conscientiousness and low in agreeableness prefer this
management style. Managers who are competitive, outspoken, headstrong, calculating or
manipulative may find this style to be ideal. Examples of political management include:
Mushroom managers maintain authority, power and control by controlling the flow of
information. The less their team knows the better. This puts managers in a position to accept
the rewards for a job well done or throw a teammate under the bus when something goes
wrong.

Campaigners rely on office politics to gain and retain power. Managers focusing on office
politics are typically far less interested in profit, productivity or performance, choosing to
focus their time and attention on climbing the corporate ladder. These managers seek to retain
subordinates who further their political goals.
D. Administrative management styles
These managers are high in conscientiousness, particularly the subset of orderliness. They‘re
focused on the way things should be above all else, choosing to focus on rules and process
over preference and intuition. Examples:
Process-driven managers follow a predetermined process, choosing to enforce each step of

the process to maximize results. These managers are typically interested in optimizing the
process and less interested in their subordinates or their ideas.
Rule-driven managers follow the rules explicitly. They rigidly conform to any predetermined
rule, even in situations where a predefined rule doesn‘t make sense.
E. Democratic management styles
These managers are high in openness, have a great degree of intellectual curiosity, preferring
a diversity of ideas. They‘re imaginative, open to the feedback and ideas from their team.
They‘re more than willing to experiment, preferring to try something new to achieve results.
They fall into 2 groups:
Participatory managers do their best to gain input and feedback from their coworkers and
subordinates. These managers are more influential because they give their coworkers the
chance to buy in to their ideas and have their say.
Consensus managers, like their participative counterparts, prefer the decision by committee
approach. Group think and codependent decision-making can be problematic for this
management style.

F. Laissez-faire management styles
These managers are high in agreeableness, with a high degree of trust in others. Easy for
them to trust their team and their subordinates, relying on them to perform at a high level
without consistent involvement.
Cowboys like the Results-Only-Work-Environment (ROWE) movement, focus exclusively

on results. They inspire, motivate and support their team but prefer a hands-off approach.
This approach is popular in sales and marketing departments.
Seagulls are managers who are completely hands-off choosing only to get involved when
something goes wrong.
Trust but verify. These managers trust their team to self direct, checking in periodically to
verify results, provide helpful direction and offer constructive feedback.
G. Cultural management
Culture and social conditioning play a powerful role in management. Often times these roles
will supersede personality and preferences of an individual manager.
Here‘s a notable example: Paternalistic management styles, particularly with organizations
in East Asian countries, have a low power distance culture. These organizations require that
subordinates accept and expect power to be distributed unequally (and unfairly). Subordinates
in these organizations are expected to conform to cultural norms and an established hierarchy.
Employees are expected to accept their place in the hierarchy.
(adapted from https://www.workzone.com/)

Test Your Knowledge
1. Use all the available sources – newspapers, magazines,

the internet and come up with new examples of management styles.
2.Think about the organization you work for – what management style will work best
for it?
Assignment
1. Read for specific information about different management styles and use the newly
acquired data to draft the right and perfect management style that complements your
company culture. Bring arguments in favour of your choice in a 200-word report.
High in conscientiousness, low in agreeableness? Democratic management styles may

clash with your culture, creating disagreements and frustration among like-minded
employees.

High in openness, high in agreeableness? Your culture will thrive with democratic styles,
and chafe under autocratic ones.
High in neuroticism, low in agreeableness? You‘ll need managers who are skilled in
servant leadership, transactional and transformative management styles. Servant leaders are
able to change the culture of an organization over time.
High in extraversion with moderate conscientiousness? Charismatic managers with a

touch of transactional leadership may be just what your culture needs.
(adapted from https://www.workzone.com/)
Read and write the summary of the article below without omitting any vital details. Be as brief as
possible.
4 Management Styles to Strive For…

by Clifford Chi
1. Visionary
A visionary manager communicates a purpose and direction that his employees believe in,
which convinces his team to work hard to execute his vision. After setting their team‘s vision
and overarching strategy, visionary managers usually let their employees get to work on their
own terms, as long as they‘re productive. Managers will only check in on their team to make
sure they‘re on the right track or to share new insights. This gives their employees a great
sense of autonomy, which all managers need to provide – self-direction is a basic
psychological need.
Visionary managers are also known to be firm yet fair. Their vision is usually set in place, but
they‘re always open to listening to their employees‘ ideas and willing to change their plan if a
great idea is presented. To better execute their vision, visionary managers give a lot of

feedback to their employees about their performance and praise them when their performance
meets or exceeds expectations.
This type of management style is hard to pull off, though. It‘s crucial that you sell your
employees on the purpose of your vision before you expect them to execute it. If you don‘t,
they won‘t be inspired to turn your vision into a reality.
2. Democratic
In democratic management, majority rules. Managers let their employees participate in the
decision-making process because they value their team‘s diversity of ideas, and understand
that people are the key to a team‘s success. Democratic managers ultimately approve of all
decisions, but since their employees are so involved in the decision-making process, their
team has a lot of influence in their manager‘s decision.
Employees are so heavily involved in the decision-making process because managers know it
makes their team feel valued, boosts their morale, and forges a healthy, trusting relationship
between the two. It also makes it easier for managers to convince their employees to buy into
a team‘s vision -- after all, they‘re executing a plan that they‘ve created together.
Most employees love this type of management style – it entrusts them with a lot of
responsibility and real work, which lets them use their skills to their full potential. But when
executed poorly, a democratic management style can be inefficient. Managers who keep
mulling over a decision even after consulting their whole team about it can slow down
progress. And if you want your employees to feel like they‘re all leaders of your team, you
need to make sure they‘re helping you make progress. Or else they might start thinking you're
just making empty promises.
3. Transformational
Transformational managers‘ are innovators. They usually believe change and growth is the
only way to stay ahead of the curve, so they push their employees past their comfort zone,
making them realize they‘re more capable than they originally thought. This motivates
employees to keep raising the bar, leading to improved team performance.
Employees led by transformational managers are usually more dedicated and happy – their
managers constantly challenge them and motivate them with the idea that they can reach their

potential if they just keep pushing themselves. These managers are also right by their
employees‘ side, doing whatever they can to help them get better and succeed.
These teams are innovative, so they can adapt to drastic industry changes. But they can also
risk moving too fast and spreading themselves thin. Constantly challenging the status-quo is
crucial for innovation and staying ahead of the curve, but, as a manager of people, it‘s
important to know how far you can push each of your employees before they start burning
out.
4. Coaching
Just like a sports coach, a coaching manager strives to improve their employees‘ long-term
professional development. They have a passion for teaching and watching their employees
grow. And they‘re more willing to deal with their employees‘ short-term failures, as long
they learn and get better because of them. Coaching managers motivate their employees with
professional development opportunities, like a promotion or more responsibility – these
rewards make employees hungry for knowledge, and their steady development improves the
team‘s performance.
By constantly teaching their employees new things and offering career opportunities, coaches
can build strong bonds with their employees. But doing this could also create a cutthroat
environment that‘s toxic for their team's relations. As a coach, you have two main focuses:
overseeing your employees‘ individual development and bringing your team together. The
best teams are the most united teams, and an employee experiences the most professional
growth when both their coach and teammates invest in their development.
(https://blog.hubspot.com/marketing/management-styles)
Bibliography
Clifford Chi, 4 Management Styles to Strive For… in
Deal, T. & Kennedy, Allan. (2000). Corporate Cultures: The Rites and Rituals of Corporate
Life, Addison-Wesley Publishing Company
Deming, W.E. (2004). W. E. Deming: Critical Evaluations in Business and Management, Ed.
John C. Wood, Michael C. Wood, Routledge.

Fields, Jonathan (2009). Career Renegade: How to Make a Great Living Doing What You
Love, New York, BroadwayBooks.
Irimias, E., (2019) English for Business. Applied Competencies, curs în format electronic
https://blog.hubspot.com/marketing/management-styles
https://gothamculture.com
https://managementhelp.org
https://www.educba.com/)
https://www.hotpmo.com/)
https://www.ocai-online.com
https://www.workzone.com/)
Ravasi, D., & Schultz, M. (2006). Responding to organizational identity threats: Exploring
the role of organizational culture. Academy of Management Journal, 49, 433-458.
Senge, Peter M. (2010). The Fifth Discipline: The Art & Practice of The Learning
Organization , Crown Publishing Group.
Sonnenfeld, Jeffrey (1988) The Hero's Farewell: What Happens When CEOs Retire, New
York, Oxford, Oxford University Press.

Chapter 4
MARKETING AND ADVERTISING. APPLIED COMPETENCIES.
UNIT 1
PRODUCTS AND SERVICES
Marketing
Read this text about marketing and its key concepts. Use the key terms you consider the most
important as headings for distinct lists that differentiate among various marketing areas of
interest. Take for example
 Product......................
 Service.......................
 Price...........................
 ...................................
Marketing is the process or act of bringing together buyers and sellers. The American
Marketing Association (AMA) states, ―Marketing is the process of planning and executing
the conception, pricing, promotion, and distribution of ideas, goods, and services to create
exchanges that satisfy individual and organizational objectives".
Marketing key concepts are: product, price, promotion, placement, marketing research,
marketing strategy, marketing management, service, retail, sales promotion, direct marketing,
personal sales, product placement, promotional content, advertising, branding, public
relations, publicity, underwriting, promotional media, printing, publication, broadcasting,
out-of-home, internet marketing, point of sale, novelty items, digital marketing, in-game,
word of mouth.

A market-focused, or customer-focused, organization first determines what its potential
customers desire, and then builds the product or service. Marketing theory and practice is
justified in the belief that customers use a product/service because they have a need, or
because a product/service provides a perceived benefit.
In popular usage, "marketing" is the promotion of products, especially advertising and
branding. However, in professional usage the term has a wider meaning which recognizes
that marketing is customer centered. Products are often developed to meet the desires of
groups of customers or even, in some cases, for specific customers.
Two major factors of marketing are the recruitment of new customers (acquisition)
and the retention and expansion of relationships with existing customers (base management).
Once a marketer has converted the prospective buyer, base management marketing
takes over. The process for base management shifts the marketer to building a relationship,
nurturing the links, enhancing the benefits that sold the buyer in the first place, and
improving the product/service continuously to protect the business from competitive
encroachments.
Within most organizations, a Vice President or Director of Marketing leads the
activities encompassed by the marketing function. A growing number of organizations,
especially large US companies, have a Chief Marketing Officer position, reporting to the
Chief Executive Officer.
(http://en.wikipedia.org/wiki/Marketing)
Using the terms you have just read about, make a concise description of the marketing
department at your place of work.
The following excerpts present the two levels of marketing and their characteristics. How do
they function at your place of work? What is your opinion about the quotation from “Art of
War” by Sun Tzu?
There are Two Levels of Marketing:

 Strategic Marketing attempts to determine how an organization competes against its
competitors in a market place. In particular, it aims at generating a competitive
advantage relative to its competitors.
 Operational Marketing executes marketing functions to attract and keep customers
and to maximize the value derived for them, as well as to satisfy the customer with

prompt services and meeting the customer expectations. Operational Marketing
includes the determination of the marketing mix.
One of most popular European business consultants, Dominik Bjegovic in June 2007
presented the theory behind strategic marketing according to which the best way to act
strategically is to plan long-term without focusing on day to day problems. He has divided
strategic thinking into three main parts: Goal determination, Policy setting, and
Implementation. Also, his quote of Sun Tzu from "Art of war" showed us more real life
strategic value: "No strategy survives first contact with battlefield" – it explains our inability
to think about everything and about our task to focus only on large picture and goals when
thinking strategically.
Summarize the text about Resources, Relationships, and Business Models in marketing
without omitting any vital details. Be as brief as possible. Concentrate on the two
perspectives of the analysis – past and future. Include your synthetic observations in the
following table and complete the third column with your own comments.
PAST FUTURE PRESENT

MARKETING
RESOURCES
RELATIONSHIPS
BUSINESS
MODELS
CHARACTERISTICS
BUSINESS CUSTOMER FOCUS PRODUCT FOCUS
MODELS
Resources, Relationships, and Business Models
Marketing in the past focused mainly on basic concepts like the 4 Ps, and primarily on the
psychological and sociological aspects of marketing. Competitive advantage was created by
directly appealing to the needs, wants and behaviors of customers, better than the

competition. Successful marketing was based on who could create the better brand or the
lowest price or the most hype. Marketing in the future will be based on a more strategic
approach to competitive marketing success. Marketers will consciously build and allocate
resources, relationships, offerings and business models that other companies find hard to
match. This does not mean the four P approach is dead, simply that it has been expanded
upon.
Resources. Companies with a greater number of resources than their competitors will have
an easier time competing in the marketplace. Resources include: financial (cash and cash
reserves), physical (plant and equipment), human (knowledge and skill), legal (trademarks
and patents), organizational (structure, competencies, policies), and informational
(knowledge of consumers and competitors). Small companies usually have a harder time
competing with larger corporations because of their disadvantage in resource allocation.
Relationships. Success in business, as in life, is based on the relationships you have with
people. Marketers must aggressively build relationships with consumers, customers,
distributors, partners and even competitors if they want to have success in today's competitive
marketplace. There are four type of relationships (1) win-win (2) win-lose (3) lose-lose (4)
lose-win (customer-vendor).
Business Models. The concept of product vs. product in competitive marketing is dying. It's
slowly becoming business model vs. business model. Business model innovation can make
the competition's product superiority irrelevant. Business model innovation allows a marketer
to change the game instead of competing on a level playing field.
Customer focus
Many companies today have a customer focus (or customer orientation). This implies
that the company focuses its activities and products on consumer demands. Generally there
are three ways of doing this: the customer-driven approach, the sense of identifying market
changes and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic
marketing decisions. No strategy is pursued until it passes the test of consumer research.
Every aspect of a market offering, including the nature of the product itself, is driven by the
needs of potential consumers. The starting point is always the consumer. The rationale for

this approach is that there is no point spending R&D funds developing products that people
will not buy. History attests to many products that were commercial failures in spite of being
technological breakthroughs.
SIVA
A formal approach to this customer-focused marketing is known as SIVA (Solution,
Information, Value, Access). This system is basically the four Ps renamed and reworded to
provide a customer focus. The SIVA Model provides a demand/customer centric version
alternative to the well-known 4Ps supply side model (product, price, place, promotion) of
marketing management.
The four elements of the SIVA model are:
 Solution: How appropriate is the solution to the customers problem/need
 Information: Does the customer know about the solution, and if so how, who from, do
they know enough to let them make a buying decision
 Value: Does the customer know the value of the transaction, what it will cost, what
are the benefits, what might they have to sacrifice, what will be their reward?
 Access: Where can the customer find the solution. How easily/locally/remotely can
they buy it and take delivery.
This model was proposed by Chekitan Dev and Don Schultz in the Marketing Management
Journal of the American Marketing Association, and presented by them in Market Leader -
the journal of the Marketing Society in the UK. The model focuses heavily on the customer
and how they view the transaction.
Product focus
In a product innovation approach, the company pursues product innovation, then tries to
develop a market for the product. Product innovation drives the process and marketing
research is conducted primarily to ensure that a profitable market segment(s) exists for the
innovation. The rationale is that customers may not know what options will be available to
them in the future so we should not expect them to tell us what they will buy in the future.
However, marketers can aggressively over-pursue product innovation and try to
overcapitalize on a niche. When pursuing a product innovation approach, marketers must
ensure that they have a varied and multi-tiered approach to product innovation. It is claimed
that if Thomas Edison depended on marketing research he would have produced larger
candles rather than inventing light bulbs. Many firms, such as research and development

focused companies, successfully focus on product innovation. Many purists doubt whether
this is really a form of marketing orientation at all, because of the ex post status of consumer
research. Some even question whether it is marketing.
Based on the information you have acquired from the article Resources, Relationships, and
Business Models, determine what are the current problems marketing is facing at present.
For example:
 How do companies approach product innovation in the era of scientific innovation?
 Have transactions changed along history?
 Are customers‟ needs still a priority?
………………………………………………………………….

UNIT 2
MARKETING MIX
1. The “four Ps” is a classic concept in marketing. Read

about it and try to find the right location (1-7) of the groups of words or the sentences that
have been removed from their place (A-I). There is one phrase that you don‟t need. There is
an example at the beginning (0 C).
A think about everything

B time, energy, psychology
C sets of activities
D to craft a marketing plan
E the long term contractual agreements that are typical in supply chain transactions
F The scope of a product generally includes supporting elements
G sales promotion, publicity, and personal selling,
H how the product gets to the customer;
I should be the outside-in approach
Four Ps
E. Jerome McCarthy divided marketing into four general /0 C/. His typology has
become so universally recognized that his four activity sets, the Four Ps, have passed into the
language. The four Ps are:
Product: The product aspects of marketing deal with the specifications of the actual goods or
services, and how it relates to the end-user's needs and wants. /1__/ such as warranties,
guarantees, and support.

Pricing: This refers to the process of setting a price for a product, including discounts. The
price need not be monetary – it can simply be what is exchanged for the product or services,
/2__/ e.g. or attention.
Promotion: This includes advertising, /3__/ and refers to the various methods of promoting
the product, brand, or company.
Placement or distribution refers to /4__/ for example, point of sale placement or retailing.
This fourth P has also sometimes been called Place, referring to the channel by which a
product or services is sold (e.g. online vs. retail), which geographic region or industry, to
which segment (young adults, families, business people), etc.
These four elements are often referred to as the marketing mix. A marketer can use
these variables /5__/. The four Ps model is most useful when marketing low value consumer
products. Industrial products, services, high value consumer products require adjustments to
this model. Services marketing must account for the unique nature of services. Industrial or
B2B marketing must account for /6__/. Relationship marketing attempts to do this by looking
at marketing from a long-term relationship perspective rather than individual transactions.
As a counter to this, Morgan, in Riding the Waves of Change (Jossey-Bass, 1988),
adds "Perhaps the most significant criticism of the 4 Ps approach, which you should be aware
of, is that it unconsciously emphasizes the inside-out view (looking from the company
outwards), whereas the essence of marketing /7__/ ". Even so, having made this important
caveat, the 4 Ps offer a memorable and quite workable guide to the major categories of
marketing activity, as well as a framework within which these can be used.
(texts for the exercises in this unit are adapted from http://en.wikipedia.org/wiki/Marketing)
2. Use the word given in capitals on the right to derive a word that best fits the context:
As well as the standard four Ps (Product, 1__, Promotion and PRICE

Place), services marketing calls upon an extra three, totaling seven
and known together as the 2__ marketing mix. These are: EXTENTION
People: Any person coming into contact with customers can have an
impact on 3__ satisfaction. Whether as part of a supporting service to a ALL
product or involved in a total service, people are 4__ important PARTICULARITY
because, in the customer's eyes, they are generally 5__ from the total SEPARATION
service. As a result of this, they must be appropriately trained, well 6__ MOTIVE
and the right type of person. Fellow customers are also sometimes 7 __ REFERENTIAL
to under 'people', as they too can affect the customer's service

experience, (e.g., at a sporting event).
Process: This is the process(es) involved in 8 __ a service and the PROVISION
behaviour of people, which can be crucial to customer satisfaction.
Physical evidence: Unlike a product, a service cannot be experienced
before it is delivered, which makes it intangible. This, therefore, 9__ MEANING
that potential customers could 10__ greater risk when deciding whether PERCEPTION
to use a service. To reduce the feeling of risk, thus improving the
chance for success, it is often vital to offer potential customers the
chance to see what a service would be like. This is done by providing
physical evidence, such as case studies, testimonials or demonstrations.
3. In each of the following (groups of) sentences (1-6), there are four underlined parts, A, B,
C, and D. For each sentence, find the underlined part, A, B, C or D that makes the sentence
incorrect and try to remedy the mistake. There is always one possible answer.
1.The original 4Ps concept idea was developed (A) to help marketers to manage the four most
important aspects of marketing. (B) With the Internet, marketers need to adapt a new
perspective (C) of these elements that is encompassing and strategic, not narrow and (D)
tactical.
2. Author and (A) consultant Idris Mootee (B) came in with the concept of ―New 4Ps‖ model
in 2001 in his book High Intensity Marketing (SA Press 2001) (C) to supplement the
traditional marketing 4Ps. They are Personalization, Participation, Peer-to-Peer and
Predictive Modeling. Today, these are the directions (D) that cutting edge marketing is
advancing.
3. The first ―P‖ is the simple idea of ―Personalization‖ which (A) now takes in a whole new
meaning. The author (B) refers to customization of products and services through the use of
the Internet. (C) Early examples include Dell on-line and Amazon.com, but this concept is
further (D) extended with emerging social media and advanced algorithms. Emerging
technologies will continue to push this idea forward.
4. The second ―P‖ is the concept of ―Participation‖, it is to allow customer (A) to participate
in what the brand should stand for; what should be the product directions and (B) even which
ads to run. This concept is laying the (C) foundation of disruptive change that we have yet to
see, the full impact with the degree of democratization brought about by this idea. By
enabling each of us to create and publish our own stories, the power of deciding what we
read, listen and watch has spread (D) from a handful of media companies to anyone with a
camera, a connection and a computer.
5. The third ―P‖ is ―Peer-to-Peer‖ which refers to customer networks and communities where
(A) advocacy happens. The historical problem with marketing is that it is "interruptive" (B) in
nature, trying to impose their brand on the customer. This is most apparent in TV ad, which
pushes out its own idea of what brand is without engaging the customers. These "passive
customer base" will ultimately (C) be replaced with the "active customer communities".
Brand engagement happens within those conversations. P2P (D) is now being referred as
Social Computing and will likely to be the most disruptive force in the future of marketing.
6. The last ―P‖ is ―Predictive Modeling‖ which (A) refers to neural networks algorithms that
are being (B) successfully (C) applied in marketing problems (D)(both regression as well as a
classification problem).
(texts for the exercises in this unit are adapted from http://en.wikipedia.org/wiki/Marketing)
Case study 1
Read the text about The use of herd behavior in marketing and discuss it with your
colleagues. Starting from its main ideas, in your team, draft a questionnaire about the
consumers‟ behaviour in a supermarket. The span of time you are interested in is the first 6
months of the year. Write a memo in which you ask the employees from all departments to
address the questionnaire, together with their recommendations, till 1 September.
The use of herd behavior in marketing
In an article entitled "Swarming the shelves: How shops can exploit people's herd
mentality to increase sales", The Economist recently reported a recent conference in Rome on

the subject of the simulation of adaptive human behavior. Mechanisms to increase impulse
buying and get people "to buy more by playing on the herd instinct" were shared. The basic
idea is that people will buy more of products that are seen to be popular, and several feedback
mechanisms to get product popularity information to consumers are mentioned, including
smart-cart technology and the use of Radio Frequency Identification Tag technology. A
"swarm-moves" model was introduced by a Princeton researcher, which is appealing to
supermarkets because it can "increase sales without the need to give people discounts." Large
retailers Wal-Mart in the United States and Tesco in Britain plan to test the technology in
spring 2007 .
Other recent studies on the "power of social influence" include an "artificial music
market in which some 14,000 people downloaded previously unknown songs" (Columbia
University, New York); a Japanese chain of convenience stores which orders its products
based on "sales data from department stores and research companies"; a Massachusetts
company exploiting knowledge of social networking to improve sales; and online retailers
who are increasingly informing consumers about "which products are popular with like-
minded consumers".
Case study 2
Read about marketing KPI’s (key performance indicators) and the question whether they
should be externally reported. Use your work experience in the field and write a short report
for your colleagues on the same topic. Support your opinions with concrete examples from
your place of work.
When your KPIs become TMI (that's 'too much information')

By Andrew Harrison
The quiet season in August is a time to think about the key objectives for your brand
in the next financial year. It's the start of the budget process ahead of agreeing the final 2008
plan in the autumn.
Going through this internal review is critical for the success of every brand and for the
performance objectives of every brand manager. In most companies it forms a standard part
of annual business planning. That's as it should be.

What's less clear is whether it really matters that marketing key performance
indicators (KPIs) should be externally reported. It sounds seductive to advocate the benefits
to well-run companies of publishing marketing KPIs, but I'm not convinced.
A recent IPA study is a case in point. It looked at the annual reports of the FTSE 100 and
found only four companies - HSBC, BAT, Reckitt Benckiser and National Grid - had
published brand or marketing measures as KPIs. Sounds scary. Sounds like 96% of top firms
don't know their household penetration from their average basket spend or their average
consumption from their product preference.
Of course, this is nonsense. Now, I can understand the logic that the exposure of
external publication might help focus the organisational mind on those internal brand
measures. But the really important thing is that brand metrics are used and tracked internally
and inform decision-making - not that they are published externally.
It's like the meaningless fact that very few FTSE companies have a marketing director
on the main board. So what? Does that really mean that most don't value marketing? Most plc
main boards are all about long-term corporate strategy, mergers and acquisitions, governance
and organisational capability, not about the detailed marketing plan. That's not to say that
brands aren't critical to the long-term health of the business. Of course they are! It's just that
no one should confuse internal brand championship and plc board representation/ they are
entirely different.
The formulation of long-term strategies for growth and generating consumer demand
are core-marketing competencies, but you could argue that other functions - such as human
resources, sales or research and development - should be represented at board level as well.
What each board needs is customer focus and consumer understanding to run through the
veins of the company, not be held accountable in one functional silo. With a focus on the
consumer, business results and board titles take care of themselves.
So why aren't marketing metrics published more widely? Apart from the obvious desire of
leading brands to retain as much information as they can for competitive advantage, there are
other reasons for non-disclosure.
First, marketing is all about serving your consumer and there's no evidence that
shareholders are demanding more marketing information. I'm sure it would be a nice to have
(smart investors will never turn data away) but no one's pulling funds because they don't
know this week's Nielsen share. Next is the difficulty of linking brand metrics to
performance. Though KPIs are valued, they are less clearly related to overall performance
than classic measures like earnings per share, free cash flow, operating profit or operating
margin. And finally, they are complicated. No one really measures their business the same
way. Take overall sales. You'd imagine that would be straightforward. But in all the
businesses I've worked in, it's been a different measure (standard cases, weight, pots, non-
VAT sales, like for like, sales ex-commission etc). No wonder the City reverts to a
straightforward turnover and margin analysis.
So, if there's little external publication, what's the best available metric? The trick is in
understanding what's behind market capitalisation. The difference between your asset value
and your market cap is the intangible value bound up in future prospects for the brand. Take
the recent private equity round of bidding, led by KKR in both instances, for Sainsbury's and
Boots. Both valued the businesses at about £11bn. But the Sainsbury property portfolio was
valued at about £8bn (driven by its huge square footage, out of town location and land
banks), implying a value of "only" £3bn in the brand. Boots' retail estate was worth a
relatively small £1bn or so, suggesting a huge differential (£10bn) in the perceived value of
the brand: all to do with relative market share in its sector, competitive strength and category
potential.
And finally, be careful what you wish for. Marketing metrics are important. But the
best marketers also understand the intangibles: the creative spark, the emotional genius that
differentiates brands and drives sales. The trap of slavishly following targets - like New
Labour statistics on school performance and hospital waiting lists - means you measure some
things but miss the emotional or inspiring connection to real people, their motivations and
true satisfaction.
(Marketing Week, 01-Aug-07, Categories: Comment, http://www.marketingweek.co.uk/item/57335)

UNIT 3
ADVERTISING AND PUBLICITY
The following text presents the public perception of the

advertising phenomenon and brings forth some of its negative aspects. Read it and check
whether you experienced the same problems as well. Discuss your conclusions in a short
report.
While advertising can be seen as necessary for economic growth, it is not without
social costs. Unsolicited Commercial Email and other forms of spam have become so
prevalent as to become a major nuisance to users of these services, as well as being a
financial burden on internet service providers. Advertising is increasingly invading public
spaces, such as schools, which some critics argue is a form of child exploitation
As advertising and marketing efforts become increasingly ubiquitous in modern
Western societies, the industry has come under criticism of groups such as Adbusters via
culture jamming which criticizes the media and consumerism using advertising's own
techniques. The industry is accused of being one of the engines powering a convoluted
economic mass production system, which promotes consumption. Recognizing the social
impact of advertising, Mediawatch-uk, a British special interest group, works to educate
consumers about how they can register their concerns with advertisers and regulators. It has
developed educational materials for use in schools. The award-winning book, How
Advertising Works and Why You Should Know, by former Mediawatch (a feminist
organization founded by Ann Simonton not linked to mediawatch-uk), provides context for
these issues for young readers. Public interest groups are increasingly suggesting that access
to the mental space targeted by advertisers should be taxed, in that at the present moment that
space is being freely taken advantage of by advertisers with no compensation paid to the

members of the public who are thus being intruded upon. This kind of tax would be a
Pigovian tax2 in that it would act to reduce what is now increasingly seen as a public
nuisance. Efforts to that end are gathering more momentum, with Arkansas and Maine
considering bills to implement such taxation. Florida enacted such a tax in 1987 but was
forced to repeal it after six months, as a result of a concerted effort by national commercial
interests, which withdrew planned conventions, causing major losses to the tourism industry,
and canceled advertising, causing a loss of 12 million dollars to the broadcast industry alone.
Among other negative effects of advertising there can be mentioned the control and vetoing
of free information by the advertisers. Any negative information on a company or its products
or operations often results in pressures from the company to withdraw such information lines,
threatening to cut their ads. This behaviour makes the editors of the media self-censor content
that might upset their ad payers. The bigger the companies are, the bigger their relation
becomes, maximising control over a single piece of information.
Advertisers may try to minimise information about or from consumer groups,
consumer-controlled purchasing initiatives (as joint purchase systems), or consumer-
controlled quality information systems. Another indirect effect of advertising is to modify the
nature of the communication media where it is shown. Media that get most of their revenues
from publicity try to make their medium a good place for communicating ads before anything
else. The clearest example is television, where broadcasters try to make the public stay for a
long time in a mental state that encourages spectators not to switch the channel during
advertisements. Programs that are low in mental stimulus, require light concentration and are
varied are best for long sitting times. These also make for much easier emotional transition to
ads, which are occasionally more entertaining than the regular shows. A simple way to
understand objectives in television programming is to compare the content of programs paid
for and chosen by the viewer with those on channels that get their income mainly from
advertisements.
(http://en.wikipedia.org/wiki/Advertising)
2
A Pigovian tax (also spelled Pigouvian tax) is a tax levied to correct the negative externalities of a market
activity. For instance, a Pigovian tax may be levied on producers who pollute the environment to encourage
them to reduce pollution, and to provide revenue which may be used to counteract the negative effects of the
pollution. Certain types of Pigovian taxes are sometimes referred to as sin taxes, for example taxes on alcohol
and cigarettes.
Pigovian taxes are named after economist Arthur Pigou (1877-1959) who also developed the concept of
economic externalities.

Read the text and identify the terms you can already inscribe within the frame of
„advertising‟. Check whether you can use them in appropriate contexts.
Advertising is paid, one-way communication through a medium in which the sponsor

is identified and the message is controlled. Variations include publicity, public relations,
product placement, sponsorship, underwriting, and sales promotion. Every major medium is
used to deliver these messages, including: television, radio, movies, magazines, newspapers,
the Internet, and billboards. Therefore, there are so many different types of advertising:
media, covert advertising, TV commercials, world wide web, e-mail, freelance advertising,
embedded, etc. (1)
Advertisements can also be seen on the seats of grocery carts, on the walls of an
airport walkway, on the sides of buses, heard in telephone hold messages and in-store public
address systems. Advertisements are usually placed anywhere an audience can easily and/or
frequently access visuals and/or audio. (2)
Advertising has gone through five major stages of development: domestic, export,
international, multi-national, and global. For global advertisers, there are four, potentially
competing, business objectives that must be balanced when developing worldwide
advertising: building a brand while speaking with one voice, developing economies of scale
in the creative process, maximising local effectiveness of ads, and increasing the company‘s
speed of implementation. Born from the evolutionary stages of global marketing are the three
primary and fundamentally different approaches to the development of global advertising
executions: exporting executions, producing local executions, and importing ideas that travel.
(Kotabe: 13-18) (3)
Advertising clients are predominantly, but not exclusively, for-profit corporations
seeking to increase demand for their products or services. Some organizations that frequently
spend large sums of money on advertising but do not strictly sell a product or service to the
general public include: political parties, interest groups, religion-supporting organizations,
and militaries looking for new recruits. Additionally, some non-profit organizations are not
typical advertising clients and rely upon free channels, such as public service announcements.
For instance, a well-known exception to the use of commercial advertisements is Krispy
Kreme doughnuts, which rely on word-of-mouth. (4)
The share of advertising spending relative to GDP has changed little across large
changes in media. For example, in the U.S. in 1925, the main advertising media were
newspapers, magazines, signs on streetcars, and outdoor posters. Advertising spending as a
share of GDP was about 2.9%. By 1998, television and radio had become major advertising
media. Nonetheless, advertising spending as a share of GDP was slightly lower – about 2.4%.
(5)
Paul McManus, the Creative Director of TBWA\Europe in the late 90's summed up
advertising as being "...all about understanding. Understanding of the brand, the product or
the service being offered and understanding of the people (their hopes and fears and needs)
who are going to interact with it. Great advertising is the creative expression of that
understanding.‖ (6)
The most common method for measuring the impact of mass media advertising is the
use of the rating point (rp) or the more accurate target rating point (trp). These two measures
refer to the percentage of the universe of the existing base of audience members that can be
reached by the use of each media outlet in a particular moment in time. The difference
between the two is that the rating point refers to the percentage to the entire universe while
the target rating point refers to the percentage of a particular segment or target. This becomes
very useful when focusing advertising efforts on a particular group of people. (7)
Another way to measure advertising effectiveness is known as ad tracking. This
advertising research methodology measures shifts in target market perceptions about the
brand and product or service. These shifts in perception are plotted against the consumers‘
levels of exposure to the company‘s advertisements and promotions. The purpose of Ad
Tracking is generally to provide a measure of the combined effect of the media weight or
spending level, the effectiveness of the media buy or targeting, and the quality of the
advertising executions or creative. (8)
Advertising research is key to determining the success of an ad in any country or
region. The ability to identify which elements and/or moments of an ad that contributes to its
success is how economies of scale are maximised. Once one knows what works in an ad, that
idea or ideas can be imported by any other market. Market research measures, such as Flow
of Attention, Flow of Emotion and branding moments provide insight into what is working in
an ad in any country or region because the measures are based on the visual, not verbal,
elements of the ad. (Young: 131) (9)
In an effort to improve messaging, and gain audience attention, advertisers create
branding moments that will resonate with target markets, and motivate audiences to purchase
the advertised product or service. They copy test their advertisements before releasing them
to the public. (Young, pp.15-21) Consequently, a new concept developed: IMC - the
Integrated Marketing Communications. In practice, the goal of Integrated Marketing
Communications is to create and sustain a single look or message in all elements of a
marketing campaign. Although integrated marketing communication is more than just the ad
campaign, the bulk of marketing dollars is spent on the creation and distribution of the
advertisements. Advertisers will be called upon to create images and moments that can cross
media boundaries. (10)
(http://en.wikipedia.org/wiki/Advertising)
1. Read about ways of regulating the content and the influence of advertising. For each blank
(1-11) decide which of the options A, B, C, or D is best. There is always one correct answer.
There have been 1__ efforts to protect the public interest by 2__ the content and the
influence of advertising. Some examples are: the 3__ on television tobacco advertising
imposed in many countries, and the total ban of advertising to children under twelve imposed
by the Swedish government in 1991. 4__ that regulation continues in effect for broadcasts
originating within the country, it has been 5__ by the European Court of Justice, which had
found that Sweden was obliged to accept foreign programming, including those from
neighboring countries or via satellite.
In Europe and 6__, there is a vigorous debate on whether (or how much) advertising
to children should be regulated. This debate was exacerbated by a report 7__ by the Kaiser
Family Foundation in February 2004, which suggested that food advertising targeting
children was an important factor in the epidemic of childhood obesity in the United States of
America.
In many countries - namely New Zealand, South Africa, Canada, and many European
countries - the advertising industry 8__ a system of self-regulation. Advertisers, advertising
agencies and the media agree on a code of advertising standards that they attempt to 9__. The
general aim of such codes is to 10__ that any advertising is 'legal, decent, honest and truthful'.
Naturally, many advertisers view governmental regulation or even self-regulation as
intrusion of their freedom of speech or a necessary evil. Therefore, they employ a wide-
variety of linguistic devices to 11__ regulatory laws (e.g. printing French words in bold and
English translations in fine print to deal with the Article 12 of the 1994 Toubon Law limiting
the use of English in French advertising).
1 A increasing B growing C raising D rising

2 A arranging B organizing C regulating D analyzing
3 A impose B interdict C control D ban
4 A however B nevertheless C though D for
5 A weakened B banned C controlled D increased
6 A anywhere B elsewhere C abroad D away
7 A written B communicated C drafted D released
8 A operates B functions C creates D applies
9 A use B apply C uphold D obey
10 A assure B ensure C insure D approve
11 A bypass B cheat C avoid D fault
2. Rewrite this passage filling in the blanks with words from the list below:
aired because broadcasting compensated consumers (2)
earn for instances over practice
prevalent sponsorship suit up
When radio stations began 1__ in the early 1920s, the programs were 2__ without
advertisements. This was so 3__ the first radio stations were established by radio equipment
manufacturers and retailers who offered programs in order to sell more radios to 4__. As time
passed, many non-profit organizations followed 5__ in setting 6__ their own radio stations,
and included: schools, clubs and civic groups. When the 7__ of sponsoring programs was
popularised, each individual radio program was usually sponsored by a single business in
exchange 8__ a brief mention of the business' name at the beginning and end of the
sponsored shows. However, radio station owners soon realised they could 9__ more money
by selling 10__ rights in small time allocations to multiple businesses throughout their radio
station's broadcasts, rather than selling these rights to single businesses per show. This
practice was carried 11__ to television in the late 1940s and early 1950s.
In the early 1950s, the Dumont television network began the modern trend of selling
advertisement time to multiple sponsors. Previously, Dumont had trouble finding sponsors
for many of their programs and 12__ by selling smaller blocks of advertising time to several
businesses. This eventually became the norm for the commercial television industry in the
United States. However, it was still a common practice to have single sponsor shows, such as
the U.S. Steel Hour. In some 13__ the sponsors exercised great control over the content of the
show - up to and including having one's advertising agency actually writing the show. The

single sponsor model is much less 14__ now, a notable exception being the Hallmark Hall of
Fame.
The 1960s saw advertising transform into a modern, more scientific approach in
which creativity was allowed to shine, producing unexpected messages that made
advertisements more tempting to 15__ eyes. The Volkswagen ad campaign – featuring such
headlines as "Think Small" and "Lemon" (which were used to describe the appearance of the
car)-ushered in the era of modern advertising by promoting a "position" or "unique selling
proposition" designed to associate each brand with a specific idea in the reader or viewer's
mind. This period of American advertising is called the Creative Revolution and its poster
boy was Bill Bernbach who helped create the revolutionary Volkswagen ads among others.
Some of the most creative and long-standing American advertising dates to this incredibly
creative period.

UNIT 4
ADVERTISING TECHNIQUES
1. Match the different types of advertising (1-12) with

their corresponding definitions (a-l).
1. "guerrilla promotions"
2. false advertising and so-called "quack" advertisements
3. freelance advertising
4. embedded advertising
5. branding
6. mobile billboards
7. product advertising
8. public service advertising
9. commercial advertising media
10. covert advertising
11. the TV commercial
12. virtual advertisements
a. flat-panel campaign units in which their sole purpose is to carry advertisements along
dedicated routes selected by clients prior to the start of a campaign. Mobile Billboard
companies do not typically carry third-party cargo or freight. Mobile displays are used for
various situations in metropolitan areas throughout the world, including: Target advertising,
One day, and long term campaigns, Convention, Sporting events, Store openings or other
similar promotional events, big advertisements from smaller companies.

b. companies hold public competitions to create ads for their product, the best one of which is
chosen for widespread distribution with a prize given to the winner(s). During the 2007 Super
Bowl, Pepsico held such a contest for the creation of a 30-second television ad for the Doritos
brand of chips, offering a cash prize to the winner. This type of advertising, however, is still
in its infancy. It may ultimately decrease the importance of advertising agencies by creating a
niche for independent freelancers
c. include wall paintings, billboards, street furniture components, printed flyers and rack
cards, radio, cinema and television ads, web banners, shopping carts, web popups,
skywriting, bus stop benches, human directional, magazines, newspapers, town criers, sides
of buses or airplanes ("logojets"), taxicab doors, roof mounts and passenger screens, musical
stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on
apples in supermarkets, the opening section of streaming audio and video, posters, and the
backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to
deliver their message through a medium is advertising.
d. unusual approaches such as staged encounters in public places, giveaways of products such
as cars that are covered with brand messages, and interactive advertising where the viewer
can respond to become part of the advertising message. This reflects an increasing trend of
interactive and "embedded" ads, such as via product placement, having consumers vote
through text messages, and various innovations utilizing social networking sites (e.g.
MySpace).
e. when a product or brand is embedded in entertainment and media.
f. in-film ad placements are happening on a larger scale now than ever before.
g. may be inserted into regular television programming through computer graphics. It is
typically inserted into otherwise blank backdrops or used to replace local billboards that are
not relevant to the remote broadcast audience. More controversially, virtual billboards may be
inserted into the background where none existing in real-life. Virtual product placement is
also possible.
h. became a problem, which ushered in the regulation of advertising content.
i. The same advertising techniques used to promote commercial goods and services can be
used to inform, educate and motivate the public about non-commercial issues, such as AIDS,
political ideology, energy conservation, religious recruitment, and deforestation. Advertising,

in its non-commercial guise, is a powerful educational tool capable of reaching and
motivating large audiences.3
j. generally considered the most effective mass-market advertising format and this is reflected
by the high prices TV networks charge for commercial airtime during popular TV events.
The annual Super Bowl football game in the United States is known as much for its
commercial advertisements as for the game itself, and the average cost of a single thirty-
second TV spot during this game has reached $2.7 million (as of 2007).
k. is a product of the late 1800s. Due to the prevalence of dangerous products and
unregulated industries of the Industrial Revolution, brands were introduced to increase the
reputation and value of a particular manufacturer. An identified brand often meant safety and
quality.4
l. Certain products use a specific form of advertising known as "Custom publishing". This
form of advertising is usually targeted at a specific segment of society, but may also "draw"
the attention of others. The lists are presented as follows: alcohol, cosmetic, fast food,
gambling, tobacco, mobile phone content etc.
2. Fill in the blanks in this passage, using words from the list given below.
by storm interstitial keyword pervasiveness pinnacles
recommendations space spam subliminal viral
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based

advertising 1__ are dependent on the "relevance" of the surrounding web content and the
traffic that the website receives.
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is
known as "2__".
3
Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and
social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing
communications techniques (generally associated with commercial enterprise) on behalf of non-commercial,
public interest issues and initiatives.
4
Lydia Pinkham was one of the true success stories of personality branding. Her family used her name and
image to promote their patent medicine in the 1800s. The product was incredibly successful. Women wrote
Lydia for advice; often the company would reply. Lydia herself was uninvolved; even after her death the
company kept up appearances, continuing to answer letters addressed to her by consumers.

Some companies have proposed to place messages or corporate logos on the side of
booster rockets Controversy exists on the effectiveness of 3__ advertising, and the 4__ of
mass messages.
Unpaid advertising (also called word of mouth advertising) can provide good exposure at
minimal cost. Personal 5__ ("bring a friend", "sell it"), spreading buzz, or achieving the feat
of equating a brand with a common noun ("Xerox" = "photocopier", "Kleenex" = tissue,
"Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner and "Band-Aid" = adhesive
bandage.) -- these are the 6.__ of any advertising campaign. However, some companies
oppose the use of their brand name to label an object.
SMS (Short Message Service) text messages have taken Europe 7.__ and are breaking
into the USA. The addition of a text-back number is gaining prevalence as a www address of
yesterday. Used as part of your companies 'how to contact us' these can be very effective.
These can be a (rented) 8.__ on a short-code or your own system on a standard number (like
Mojio Messenger). The benefit of SMS text messages is people can respond where they are,
right now, stuck in traffic, sitting on the metro. The use of SMS text messages can also be a
great way to get a 9.__ (word-of-mouth) campaign off the ground to build your own database
of prospects. 10.__ advertisement is a form of advertisement which takes place while a page
loads. From time to time, The CW airs short programming breaks called "Content Wraps," to
advertise one company's product during an entire commercial break. The CW pioneered
"content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero 2,
Cover Girl, and recently Toyota.
3. Match the words that name some new advertising opportunities and modern ad concepts
(1-8) with the dictionary definitions which follow (a-h).
1. pop-up or popups
2. flash
3. banner
4. advergaming
5. false advertising or ―quack ad‖
6. customer profiles
7. niche content
8. ad tracking

a. a flag or other piece of cloth bearing a symbol, logo, slogan or other message. These are
often made commercially on a plastic background.
b. the use of deliberately false statements or deception in advertising, in order to gain a
commercial advantage.
c. a form of online advertising on the World Wide Web intended to increase web traffic or
capture email addresses. It works when certain web sites open a new web browser window to
display advertisements. This window containing an advertisement is usually generated by
JavaScript, but can be generated by other means as well.
d. commonly used to create animation, advertisements, various web-page components, to
integrate video into web pages, and more recently, to develop rich Internet applications.
e. also known as post-testing or ad effectiveness tracking is continuous in-market research
that monitors a brand‘s performance including brand and advertising awareness, product trial
and usage, and attitudes about the brand versus their competition. Advertising principles
website depending on the speed of the purchase cycle in the category, tracking can be done
continuously (a few interviews every week) or it can be ―pulsed,‖ with interviews conducted
in widely spaced waves (ex. every three or six months). Since the researcher has information
on when the ads launched, the length of each advertising flight, the dollars spent, and when
the interviews were conducted, the results provide an accurate rear-view mirror look at the
marketplace and how it was affected by the advertiser‘s marketing messages and decisions.
f. the characteristics of a narrowly defined group of potential customers.
g. the practice of using video games to advertise a product, organization or viewpoint.
h. the description of someone who makes use of or receives the products or services of an
individual or organization.
(1-3 – texts adapted from http://en.wikipedia.org/wiki/Advertising)

Test Your Knowledge
Answer the following questions
Is market research that necessary as they say?

What makes, in your opinion, a product marketable?
How do you see the future of advertising in the next 10 years?
Does advertising influence people‟s behaviour? In what way?
Is advertising ethical? Support your opinion with concrete examples.
Assignment

1. Read the paragraph that summarizes the requirements of a successful marketing plan.
Imagine you work for a company whose products you highly appreciate in real life. Their
quality has never disappointed you. Still, the company‟s sales for a particular product (you
have to choose it) are decreasing. Draft a marketing plan meant to improve the situation.
For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants
and desires of the consumers in the target market. Trying to convince a market segment to
buy something they don't want is extremely expensive and seldom successful. Marketers
depend on marketing research, both formal and informal, to determine what consumers want
and what they are willing to pay for it. Marketers hope that this process will give them a
sustainable competitive advantage. Marketing management is the practical application of this
process. The offer is also an important addition to the 4P's theory.
2.
The advertising industry is large and growing. In the United States alone in 2005, spending
on advertising reached $144.32 billion, reported TNS Media Intelligence. That same year,
according to a report titled Global Entertainment and Media Outlook: 2006-2010 issued by
global accounting firm PricewaterhouseCoopers, worldwide advertising spending was $385
billion. The accounting firm's report projected worldwide advertisement spending to exceed
half-a-trillion dollars by 2010.
Imagine you work for an important advertising agency that promotes various products in car
industry. Make your own predictions about the money your agency will earn by 2010,
considering the negative publicity you will have to face from the Green peace organizations
all over the world. They fight against the overheating of the Earth and are clearly against the
development of car industry. Your report should not be longer than 150 words.
3.
The following text highlights the innovations brought into advertising by technical progress.
Considering these changes, analyse how they have influenced our lives. Write a 200-word
essay on this topic.
The late 1980s and early 1990s saw the introduction of cable television and
particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of

advertising: the consumer tunes in for the advertising message, rather than it being a
byproduct or afterthought. As cable and satellite television became increasingly prevalent,
specialty channels emerged, including channels entirely devoted to advertising, such as QVC,
Home Shopping Network, and ShopTV.
Marketing through the Internet opened new frontiers for advertisers and contributed to
the "dot-com" boom of the 1990s. Entire corporations operated solely on advertising revenue,
offering everything from coupons to free Internet access. At the turn of the 21st century, the
search engine Google revolutionized online advertising by emphasizing contextually relevant,
unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of
similar efforts and an increasing trend of interactive advertising.
Bibliography
Harrison, Andrew. (2007). When your KPIs become TMI (that's 'too much information'), Marketing
Week, 01-Aug-07, Categories: Comment, in http://www.marketingweek.co.uk/item/57335
Irimias, E. (2007) Business Terminology, EFES, Cluj-Napoca.
Irimias, E., (2019) English for Business. Applied Competencies, curs în format electronic pentru
studenţii FR, FSEGA, UBB, Cluj-Napoca.
http://en.wikipedia.org/wiki/Advertising
http://en.wikipedia.org/wiki/Marketing

Chapter 5
CRITICAL THINKING. CASE STUDIES
Read carefully about critical thinking and its importance

in every workplace. What is critical thinking? What skills is it made of? Are you a critical
thinker? Has anyone helped you to become a critical thinker, along your academic years?
Critical thinking (text 1)

Critical thinking is one of the most sought-after skills in almost every industry and every
workplace. What is critical thinking? It refers to the ability to analyze information objectively
and make a reasoned judgment. Critical thinking involves the evaluation of sources such as
data, facts, observable phenomenon, and research findings. Good critical thinkers can draw
reasonable conclusions from a set of information and discriminate between useful and less
useful details to solve a problem or make a decision. For example, a manager analyzes
customer feedback forms and uses this information to develop a customer service training
session for employees.
Some critical thinking skills are particularly important in business:
1. Analytical
Part of critical thinking is the ability to carefully examine something, whether it is a problem,
a set of data, or a text. People with analytical skills can examine information, and then
understand what it means, and what it represents. They practice their skills in the following
areas: asking thoughtful questions, data analysis, information seeking, interpretation,
judgment, questioning evidence, recognizing differences and similarities, skepticism.

2. Communication
Often, you will need to share your conclusions with your employers or with a group of
colleagues. You need to be able to communicate with others to share your ideas effectively.
You might also need to engage in critical thinking with a group. In this case, you will need to
work with others and communicate effectively to figure out solutions to complex problems.
Particular activities that address the communicative framework are: asking important
questions, assessment, collaboration, explanation, expressing opinions and ideas,
interpersonal, presentation, teamwork, verbal communication, written communication.
3. Creativity
Critical thinking often involves some level of creativity. You might need to spot patterns in
the information you are looking at or come up with a solution that no one else has thought of
before. This involves a creative eye and imply cognitive flexibility, conceptualization,
curiosity, imagination, making abstract connections, making inferences, predicting,
synthesizing, visionary attitude.
4. Open-Minded
To think critically, you need to be able to put aside any assumptions or judgments and merely
analyze the information you receive. You need to be objective, evaluating ideas without bias,
embracing different cultural perspectives, be fair, humble, inclusive, use observation, and
reflection.
5. Problem Solving
Problem solving is another crucial critical thinking skill that involves analyzing a problem,
generating and implementing a solution, and assessing the success of the plan. Employers
don‘t simply want employees who can think about information critically. They also need to
be able to come up with practical solutions. This involves: applying standards, attention to
detail, clarification, collaboration, decision making, evaluation, grounded, identifying
patterns, innovative, logical reasoning.
(adapted from Critical Thinking Definition, Skills, and Examples, by Alison Doyle, updated
October 30, 2018, https://www.thebalancecareers.com)

Apply your critical thinking skills!! Read the text below which also deals with the concept of
critical thinking. Compare the two texts – which is more comprising? Which is more
interesting? Which is more organized? Which is more accurate? Which contains more
details? Which do you prefer? Why? Include your evaluation in the following table:
Characteristic Text 1 Text 2 observations
Comprising
Interesting
Organized
……………………..
Critical thinking is the intellectually disciplined process of actively and skillfully

conceptualizing, applying, analyzing, synthesizing, and/or evaluating information gathered
from, or generated by, observation, experience, reflection, reasoning, or communication, as a
guide to belief and action.
To summarize, critical thinking is the ongoing process and application of fairness and
intellectual honesty in the gathering and presenting of information with an ever increasing
gradient towards objectivity as your ability to use critical thinking is improved.
The process of becoming a better critical thinker also allows the process of personal growth
to accelerate. When you start getting a better and more objective viewpoint, you start to see
where you, yourself can improve and grow.
You really think critically if:
 you are capable of self-reflection and you can analyze your personal shortcomings.
 you can make a more informed and rational decisions.

 you start focusing and spending more time on the most impactful tasks.
 at your place of work you promote group problem-solving
 at your place of work you recognize and improve your contribution to reaching the
company‘s targets

Critical Thinking Examples That Will Influence The World Around You
https://blog.mindvalley.com
Use your academic experience or work expertise and come up with detailed examples of how
does critical thinking function in the five examples above – self-reflection, decision making,
time focus, group problem-solving, and personal contribution in the company. Compare your
opinions with the examples included in the answer-key section of this course.
Read about how famous people used critical thinking in their activity
Critical Thinking Examples in the History of the World
1. Albert Einstein. Albert Einstein was faced with great opposition when he questioned the
current beliefs of certain scientific principles of his time. Einstein used critical thinking to
challenge and debunk these principles and create more useful ones of his own.
―One of [Einstein‘s] greatest intellectual gifts, in small matters as well as great, was to strip
off the irrelevant frills from a problem.‖ – C.P. Snow
2. Charles Darwin. Charles Darwin was able to come up with his theories by making
connections between certain situations. He used a critical thinking mindset to link seemly
unrelated parts of information.
His theory of evolution was a perfect case of questioning and connecting the aspects of his
field of study to others.
3. Martin Luther King Jr. Martin Luther King Jr. inspired millions with his speech ―I have
a dream‖. He used the ability of critical thinking to structure his arguments and present his
point of view.
4. Sir Isaac Newton. Sir Isaac Newton researched, applied, revised, and tested everything he
learned thoroughly. This sequence of learning is a great example of a critical thinking
mindset.
Critical Thinking Examples That Will Influence The World Around You
There are probably thousands of critical thinking examples in your life where you have
applied critical thinking to either solving a problem, creating a new perspective, or

presenting yourself in a clear and relevant way. Write about a situation in which your critical
thinking proved to be a valuable companion.
Critical thinking. Applied competencies.

Use your critical thinking in discussing the following case studies:
Case study 1.
Critical thinking always helps in complex situations. Read carefully the following excerpt
about techniques for resolving business disputes. Analyze the business framework, then
summarize the text without omitting any vital details. Use your knowledge about valuable
elements of critical thinking in order to understand the techniques presented in the article.
Discuss how critical thinking helps in applying those techniques.
Techniques for resolving cross cultural disputes

by Bob Delaney
From a business perspective it's valuable to have a workforce that is representative of the
communities in which you do business. If you are a local business, and do most of your sales
to a homogeneous client base, the need for cross-cultural representation in the workforce may
be less than if you are a large international/ interstate company that sells its products across
cultural lines. Though this may be true, it is important to understand the benefits of cultural
representation.
The value of cross-cultural representation in your workforce is that it adds to your
ability to understand the product and marketing needs of your potential customers. Just like
Mel Gibson in What Women Want, it is very difficult for those outside a gender, or cultural
group, to know the needs of others. Though it is always dangerous to generalize when
discussing specifics, it is important to understand the potential for disputes to arise in our
multi-cultural work environment. These disputes may involve the ordinary disputes that we
as humans get ourselves into, and they may include those that are based on ignorance and a
lack of understanding of other people.
The major sources of disputes involve roles, emotions, misinformation (and
misinterpretation) and values. These will all be present in the workforce, whether there is a

degree of cultural integration or not. The presence of various cultures may increase the
potential for the sources of conflict to come to the surface in a harmful way.
Culture can be a basis of our roles and values. A society that values the roles of
women in the workforce will not see a contradiction between being a mother and a
businessperson. This is an interpretation of values as applied to roles. Just as we as
Americans have our value and role systems, so to do other cultures.
Techniques
1. Don't assume all disputes that involve people of different cultures, have a cultural
component.
2. Provide a thorough explanation of the dispute resolution process. Never assume that what
you are saying is being understood.
3. If feasible, draft documents in the language of all parties.
4. Provide for, or allow for, the use of interpreters.
5. Respect the other person's point of view.
6. Ask for frequent expansion on points that you are unfamiliar with, especially if they relate
to cultural issues.
7. Investigate the cultural norms of the people that are involved in the dispute. It could be a
matter of misunderstanding. This is also useful for validating cultural claims.
8. Confront cultural discrimination in the workplace and show no tolerance for it.
9. Highlight the presence of the various cultures at your work and foster understanding
through cultural events. Tolerance is built on understanding.
10. Recognize and investigate the cultural differences in the use of body language, emotions
and problem solving.
11. Create opportunities for the parties to validate the concerns of each other. This includes
the recognition and constructive expression of differences. Likewise, cultural similarities
should be creatively sought out and highlighted.
12. Educate those from other cultures on the values and norms of our society, so as to
diminish the potential for culture clash.
13. Be patient, flexible and willing to learn.
14. Be creative in fashioning solutions. Think out of the box and encourage input on how
things are done "over there".

Conclusion
These are not tools for dealing with culturally motivated disputes per se. This is an important
distinction, as bigotry and emotionally anchored perceptions are the most difficult disputes to
deal with. Culturally based disputes are often entrenched in long held beliefs and suspicions
and often lead to violence. The goal of this article is to outline techniques for maximizing the
outcome of disputes that may involve people of different cultures. The goal of business
managers is to maximize the potential revenue of the business and minimize its costs. The
pursuit of a multicultural workforce should not be viewed as anything other than good
business. It is good business because it provides you with a valuable internal resource that
can be leveraged to a competitive advantage. Effectively managing disputes minimizes costs.
These techniques may level the playing field through fairness and accommodation of
differing communication needs, thereby enriching the corporate lives of those affected.
Ensuring fairness and procedural equity should not be negotiable.
http://www.kwintessential.co.uk/cultural-
services/articles/resolving%20cross%20cultural%20disputes.html
Case study 2.
Ethics in Intercultural Sales and Marketing
Your group consists of an intercultural communication firm that specializes in both

intercultural training and research. Nestlé Corporation, an international food conglomerate,
has hired your group to supervise research in Africa, Asia, and South America. Your goal is
to design research to uncover the values and appropriate and credible communication
behaviors in different cultures. The corporation will use this information to develop media
and interpersonal sales strategies to use in the marketing of infant formula in these nations.
What will you do? What ethical choices will guide your decision?
Case study 3. Ethics in Advertising
You have landed a job with a very prominent world health organization. The agency is
currently seeking a wide financial support base in the United States and Europe to fund
efforts to reduce starvation. You have visited the area that your company works in, and you

know that many people struggle with daily nutritional and housing needs. However, the
people in their country tend to keep their housing areas and their children neat and clean. You
find an extreme case that looks much more like ―abject poverty‖ than the average home in the
area for which you are raising funds. You must prepare advertising copy with photos. What
will you do? What ethical choices will guide your decision?
Case study 4. Ethics and Media Use

You find that you really like international music. A friend tells you that he has found a great
source to get pirated international music on-line. You know you could go through Amazon or
the local record distributor to find the latest CD from ….. But you also know that
international copyright police will never find you if you copy a CD off the Internet or burn
one from one that a friend has lent you. What will you do? What ethical choices will guide
your decision?
Case study 5. Management competencies.

Here's an example of groupings and sub-groupings for general management competencies:
 Supervising and leading teams (Provide ongoing direction and support to staff, Take
initiative to provide direction, Communicate direction to staff, Monitor performance
of staff, Motivate staff, Develop succession plan, Ensure that company standards are
met).
 Recruiting and staffing (Prepare job descriptions and role specifications, Participate in
selection interviews, Identify individuals' training needs, Implement disciplinary and
grievance procedures, Ensure that legal obligations are met, Develop staff contracts,
Develop salary scales and compensation packages, Develop personnel management
procedures, Make sure staff resources meet organizational needs).
 Training and development (Deliver training to junior staff, Deliver training to senior
staff, Identify training needs, Support personal development, Develop training
materials and methodology).
 Managing projects/programs (Prepare detailed operational plans, Manage financial
and human resources, Monitor overall performance against objectives, Write reports,
project proposals, and amendments, Understand external funding environment,
Develop project/program strategy).
(https://www.mindtools.com)
Are all these elements included into the management policy of your organization?
Should the above management competencies be compulsory in any domain of business

activity?

Test Your Knowledge
What is critical thinking?

What are the skills one needs in order to develop an efficient critical thinking?
In what particular business areas is critical thinking mostly required?
Assignment
Project:
Identify the communication problems/difficulties that occur when two teams with a different
organizational background have to negotiate and offer solutions to overcome these
dificulties.
*********

Creating a competency framework is an effective method to assess, maintain, and monitor the
knowledge, skills, and attributes of people in your organization. The framework allows you to
measure current competency levels to make sure your staff members have the expertise
needed to add value to the business. It also helps managers make informed decisions about
talent recruitment, retention, and succession strategies. And, by identifying the specific
behaviors and skills needed for each role, it enables you to budget and plan for the training
and development your company really needs. (https://www.mindtools.com)
Taking into account this perspective, what are the advantages and disadvantages of creating
a competency framework for an organization, based on critical thinking?
Bibliography
Irimias, E. (2019). English for Business. Applied Competencies, curs în format electronic
Doyle, Alison. (2018). Critical Thinking Definition, Skills, and Examples, updated October
30, 2018, https://www.thebalancecareers.com
Critical Thinking Examples That Will Influence The World Around You, in
Delaney, Bob. (2019). Techniques for resolving cross cultural disputes, in

https://www.mediate.com
https://www.mindtools.com

TESTS
Test 1
1. Reading
Read the text Five Ways to Blow Your Advertising Campaign. Find in the list below a title
that best suits each of the five paragraphs.
a. Plans? Who Needs Plans? b. Run That Ad Just Once, c. Who Needs Consistency?
d. Don't Let the Pros Handle Your Materials, e. Ignore Your Target Audience
The topic sentence in each paragraph has been removed. Choose from the list (A-F) the best
sentence to fill each gap (1-5). There is one extra sentence, which does not belong to the text.
A. Your ad is so great, you only need it to appear once to make a huge splash.
B. Just start advertising willy nilly without really thinking about your budget and the right
places for you to advertise and you're sure to blow your ad campaign quickly.
C. Trash all of your hard work on an ad campaign by making each ad different.
D. Save a buck and create your own materials.
E. If you don't want any customers, be sure to ignore your target audience.
F. Ad agencies and freelance designers are too expensive to be hired.
1. /__/ Don't worry that you're trying to sell scooters for the elderly in a teen magazine. Your
target audience doesn't really matter, does it? Knowing your target audience is crucial to any
successful ad campaign. Always identify your potential customers before beginning any work
on your ad campaign.
2. /__/ It won't make that much difference right? There's a reason people hire ad agencies,
freelance copywriters, freelance graphic designers and production houses to handle their ads.
You're an expert in your field and they're experts in their fields. Writing that brochure on
your own and printing it out in black and white on your printer may sound like a good idea to
save money. All it will do, though, is make your company look unprofessional. Copywriters

are specifically trained to write copy that sells. Graphic designers are trained to create eye-
catching materials that make your company stand out. Taking a stab at it yourself may sound
like a good idea but the selling message will suffer and your company will lose sales.
3. /__/ Every successful ad campaign begins with a well-conceived plan. From identifying the
target audience to knowing exactly where you need to advertise, your plan is a must for your
ad budget to be spent wisely and your potential customers to be turned into paying customers.
4. /__/ Whether it's a commercial or a print ad, just run it once and you'll instantly blow your
ad campaign. Frequency is the key. When you know your target audience, you also know
where you need to advertise. How often you run the ad makes a big difference in if the ad
will be effective. One ad won't do the trick. It's better to run that one print ad multiple times
than just once if you really want to gain customers.
5. /__/ Who needs the same tag line in every ad? Who wants the logo to look the same every
time? If you're not keeping your materials consistent, you're not making an impression with
customers. The more people see your logo, your tag line, even the same colors in your ads,
the more they'll begin to associate your company and products with the place they need to be
spending their money.
(http://advertising.about.com/od/smallbusinesscampaigns/a/badadcampaign.htm)
2. English in use
2. 1. For each blank (1-20), think of the word that best fits in the context. Use only one
word in each space.
Matt's more creative in the morning. But Jenny cranks 1__ her best work late 2__ night. So
just how do you capitalize on everyone's creative 3__? A recent survey of advertising agency
employees revealed a whopping 66 percent are more creative in the morning. Only 14 percent
say they're more creative at night. The other 20 percent were more creative at various times
4__ the day. Capitalizing 5__ everyone's brightest ideas isn't impossible, 6__. There are
certain factors you can add to the working environment to make sure you're getting the most
7__ of the creative process.
Meeting Space
So you want to have a morning meeting? What does that mean for Jenny? She's already said
she does her best thinking at night. The first thing you want to do is make your meeting space
comfortable. Even those creative morning types aren't going to be concentrating on your ad
strategy if they're too busy 8__ in an uncomfortable chair.
Right on Target
You just landed a huge client: Granny Grable's Green Beans. So 9__ to do. You need a
brochure, POP, Web page and a print ad campaign. Focus on one project 10__ a time. Instead
of getting everyone's thoughts on the size of the brochure and then moving on to the type of
POP that would be most effective, just take it 11__. Start with the slogan for Granny Grable's
Green Beans. Get everyone's best one-liners. Then you can move on to other tasks - but give
each one its own 12__ of time. Getting Matt's ideas on the brochure, Jenny's ideas on the
Web page and you're just left with a 13__ of cluttered ideas. Those thoughts could've been
worked into a great ad campaign if they'd been given the proper attention. Now they're just
forgotten and the stress 14__ in as your deadline approaches.
Don't Shatter Their Light Bulbs
If you haven't already, develop a "No Bad Ideas" 15__. It seems so trivial but you wouldn't
believe how many great ideas never make it to the table. Some people are still afraid of being
embarrassed - or even worse - having their thought being proclaimed: BAD IDEA.
Build on Those Light Bulbs
You have your "No Bad Ideas" policy in place. Now take those ideas and build 16__ them.
Matt has a great idea. Jenny offers her input 17__ Matt's idea. And so on. Allow and
encourage everyone to take a good idea, build on it and 18__ it into solid, profitable
advertising.
Feed the Fire
A lot of people ignore the most basic of human needs. We all need energy! Add fuel to your
creative fire with food and drinks. If Jenny's hungry, she's going to be more focused on what
she's going to have for lunch than how she can improve the brochure copy for Granny
Grable's Green Beans. When 19__ these five fundamentals into your creative process, don't
limit everyone's ideas to meetings. Keep an "Open Door" policy.
Make sure everyone knows they can come to you anytime they have something to add.
Contributions to your ad strategy will rise. And so 20__ your profits.
(Capitalizing on Creative. Five Fundamentals to Success)
(http://advertising.about.com/od/creatingads/a/capcreative.htm)
2. 2. Use the word given in capitals on the right to derive a word that best fits the context.
Surveys from 1__ such as the big mortgage lenders, the Department of ORGANIZE

Communities and Local Government, and the English and Welsh Land
2__, have all reported house prices 3__ to go up at a brisk rate. REGISTER
The 4__ of double-digit house price inflation this year, despite the five CONTINUITY
increases in interest rates imposed by the Bank of England since the PERSIST
summer of 2006, has surprised most market observers. For instance, 5__
this week, the DCLG reported that average house prices in July were EARLY
rising faster than before at 12.4% a year - the fastest rate since March
2005.
Two of the UK's 6__ mortgage lenders the Halifax and Nationwide both ENLARGE
reported a small rise in house prices in August.
One 7__ for what is going on is that there is a divergence between EXPLAIN
London and the South East – 8__ prices have been stoked up by huge WHEREABOUT
City bonuses and a shortage of new houses - and the rest of the country, PRICELESS
where 9__ are rising more slowly.
That is why the Rics 10__ may be a good indicator of an impending SURVEYOR
downturn.
(http://news.bbc.co.uk/2/hi/business/6992586.stm)
3. Writing
Read the text about the effects of taxation. Considering the elements mentioned in the text,
write a 200-word essay on how taxation fulfills its goals in Romanian economy.
The Four "R"s

Taxation has four main purposes or effects: Revenue, Redistribution, Repricing, and
Representation.
 The main purpose is revenue: taxes raise money to spend on roads, schools and
hospitals, and on more indirect government functions like good regulation or justice
systems. This is the most widely known function.
 A second is redistribution. Normally, this means transferring wealth from the richest
sections of society to poorer sections, and this function is widely accepted in most
democracies, although the extent to which this should happen is always controversial.
 A third purpose of taxation is repricing. Taxes are levied to address externalities:
tobacco is taxed, for example, to discourage smoking, and many people advocate
policies such as implementing a carbon tax as a way of tackling global warming.
 A fourth, consequential effect of taxation in its historical setting has been
representation. The American revolutionary slogan "no taxation without
representation" implied this: rulers tax citizens, and citizens demand accountability
from their rulers as the other part of this bargain. Several studies have shown that
direct taxation (such as income taxes) generates the greatest degree of accountability
and better governance, while indirect taxation tends to have smaller effects
In the United Kingdom the term tax return is used to refer to the document which must be
filed with the HM Revenue & Customs declaring liability for taxation. Different bodies must
file different returns with respect to various forms of taxation. The three returns currently in
use are:
 SA100 for Income Tax UK
 CT600 for corporation tax
 P35 for PAYE deductions by employers
(http://en.wikipedia.org/wiki/)
Test 2
1. Reading
Read about History of the Auction and decide whether the following sentences are true or
false.
1. A daughter was always sold outside the auction.
2. All women had to pay a dowry to be accepted into the auction.
3. Roman business agents facilitated expected sales by going into battle together with
Roman warriors.
4. Marcus Aurelius organized an auction that lasted over two months.
5. The entire Roman Empire was put on the auction block.
6. Didius Julianus conquered Rome.
7. The oldest auction house has been established in 1707 in Austria.
According to ancient Greek scribes, the more generally accepted auction occurred first in
Babylon in 500 B.C. During this period, auctions were held annually, and women were sold
on the condition of marriage. It was considered illegal to allow a daughter to be sold outside
the auction method. Women with ―beauty‖ engendered higher bidding, women without

―beauty‖ had to pay a dowry to be accepted into the auction, and thus the price would be
negative.
During the Roman Empire, following military victory, Roman soldiers would often
spear the ground to mark the location of spoils in which goods and property were seized.
Roman business agents were said to have accompanied warriors into battle to help facilitate
expected sales. The Romans also used the auction to liquidate their own property. For
example, Marcus Aurelius is said to have auctioned off prized heirlooms and furniture, (an
auction that, as legend has it, lasted over two months). The most legendary auction occurred
in the year 193 A.D. when the entire Roman Empire was put on the auction block by the
Praetorian Guard. On March 23rd, The Praetorian Guard first killed Pertinax the emperor,
and then announced that the highest bidder could claim the entire Empire. Didius Julianus
outbid everyone for the price of 6,250 drachmas per Guard, an act that initiated a brief civil
war. Didius was then beheaded two months later when Septimus Severus conquered Rome.
During the seventeenth century and emerging soon after the French Revolution,
auctions came to be held in taverns and coffeehouses to sell art. Such auctions were held
daily, and catalogs were printed to announce available items. The oldest auction house has
been established in 1707 in Austria. During the American civil war, goods seized by armies
were sold at auction by the Colonel of the division. Thus today's auctioneer carries the
unofficial title of "colonel".
(http://en.wikipedia.org/wiki/)
2. English in use
word in each space.
BRC reveals the weakest high street month this year

By Matthew Gorman
The wet weather and interest rate rises led to the weakest month 1__ the high street 2__ last
November, according 3__ the British Retail Consortium (BRC). It says that like-for-like retail
sales rose 4__ just 1.2% last month compared 5__ a 3.4% rise in the same month last year.
The BRC says that the bad weather and pressure 6__ disposable income is starting to take
7__ toll. It is urging the Bank of England to "wait and see" for the next few months before
increasing interest rates again.
KPMG head 8__ retail Helen Dickinson says that sales across food and drink, clothing and
footwear sectors have been disappointing compared to last July, which saw a heatwave and
the football World Cup.
Dickson adds the packaged goods and clothing and footwear categories account 9__ more
than half of consumers' spending. She days: "The only reason the overall like-for-like figures
for July were not negative was 10__ to spending levels in the remaining sectors holding up."
(Marketing Week, 07-Aug-07, Categories: Retail, Sections: Home, News)
(http://www.marketingweek.co.uk/item/57414/254/5/3)
NHS Direct seeks agency to promote help line

by Matthew Gorman
NHS Direct, the health advice service, has 11__ St Luke's and LIST
Experience, WCRS and Carat, and Abbott Mead Vickers.BBDO and
PHD to pitch for its advertising and planning 12__ ahead of a £2m ACCOUNTANT
campaign to promote its telephone help line.
The campaign, which is due to break later this year, aims to raise
awareness of the service and to help people understand the 13__ INDIFFERENT
between the service over the phone compared to its digital and 14__ ACTIVE
services.
Ronnette Lucraft, 15__ director, says: "For the last couple of years we COMMERCE
have 16__ encouraged patients to try our "self-service" channels first ACTIVE
before using the telephone. Now there is increased awareness and use
of our website and digital TV services, it is time to remind patients
what is 17__ over the phone." AVAILABILITY
NHS Direct is available 24-hours and handles 6.5m calls a year.
Marketing Week, 06-Aug-07, Categories: Agency, Issues & People,
Sections: News, Sector Insights
(http://www.marketingweek.co.uk/item/57412/254/5/3)

2. 3. For each blank (18-25), decide which of the options A, B, C, or D is best. There is
always one correct answer.
Lowe wins £20m global Beck’s business

By Caroline Parry
Lowe has 18__ the £20m global advertising 19__ for beer 20__ Beck‘s after a three-
way pitch against McCann Erickson and UK incumbent Leo Burnett. The 21__ will include
the UK business, which was not previously expected to be part of the pitch.
Inbev, which 22__ the beer brand, called the pitch in July 23__ than a year after it
appointed independent US agency Ground Zero. The agency, which 24__ to repitch, picked
up the business after six way pitch against Lowe Worldwide, Bartle Bogle Hegarty, Springer
& Jacoby in Germany, Duvall Guillaume, 25__ in Belgium, and Leo Burnett Worldwide.
(Marketing Week, 06-Aug-07, Categories: Account Wins and Losses, Agency, FMCG,
Sections: News, Sector Insights, http://www.marketingweek.co.uk/item/57409/254/5/3)
18. A gained B won C earned D defeated

19. A contract B deal C business D settlement
20. A brand B mark C trade mark D trade
21. A figure B account C number D numbering
22. A owes B possess C masters D owns
23. A least B little C less D not
24. A declined B agreed C refuse D avoided
25. A located B based C found D organized
2. 4. Find the five mistakes from the text and correct them.
0 Foreign direct investment (FDI) is defined as "investment made 0 - no mistake

1 to acquire lasting interest of enterprises operating outside of the 1-
2 economy of the investor.‖ The FDI relationship, consists in a 2-
3 parent enterprise and a foreign affiliate which together form a 3-
4 transnational corporation (TNC). In order to qualify for FDI the 4-
5 investment must afford the parent‘s enterprise control over its 5-
6 foreign affiliate. The UN defines control in this case like owning 6-

7 10% or more of the ordinary shares or voting power of an 7-
8 incorporated firm or its equivalent for an unincorporated firm. 8-
3. Writing
You are a disappointed consumer that purchased through mail order a defective air
conditioner. Write a letter in which you claim either another product or a refund.
Test 3
1. Reading
Read about Romania‟s sale of two power companies to Enel. Choose the best sentence or
group of words from the list below (A-I) to fill each gap (1-7). There is one sentence that you
do not need. There is an example at the beginning (0-C).
A where the economic growth rates are the fastest in Europe

B in the acquisition of Slovenske Electrarne
C Enel agreed to pay a total of 112 million euros ($146 million) for the 51 percent stakes
in Electrica Banat SA
D Slovakia's biggest power generator
E It hopes to join as early as 2007.
F which supplies power around Bucharest
G Enel said last year it expects to spend as much as 1 billion euros in Romania in the next
15 to 20 years on upgrades at the two distributors.
H The treaty was signed in Bucharest.
I are among companies Romania has selected to complete the reactor

Romania Completes Sale of Two Power Companies to Enel
By Bogdan Preda
Enel Spa, Italy's largest utility, completed the purchase today of majority stakes in two of
Romania's eight power distributors, as it expands in Eastern Europe. /0__/ and Electrica
Dobrogea SA, the company said in a statement released in Bucharest at the signing ceremony
today. The companies account for a fifth of the Romanian power-distribution market and
serve more than 1.4 million customers, including 100,000 companies.
―Our management and industrial control over the two companies will enable us to carry out
an investment program to modernize the distribution networks to increase efficiency and the
quality of service,'' Enel Chief Executive Paolo Scaroni said in the statement. Romania is
selling its energy utilities as it prepares to open its power market entirely to competition
before it joins the European Union. /1__/
Enel and other western European companies, such as Germany's RWE AG and E.ON AG, are
buying into power companies in the region, /2__/. Romania's economy grew 8.3 percent in
2004.
Investments. /3__/ Scaroni also said Enel was interested in producing power in Romania,
including thermal and hydropower, as well as investing in a third reactor at the country's only
nuclear plant, located at Cernavoda on the Black Sea, that's expected to cost $1 billion to
complete. ``Cernavoda is a very important project for us, especially after we participated
/4__/, which marked our return to the nuclear energy industry,'' Scaroni said at a press
conference in Bucharest. Enel this week won European Union antitrust approval for the
acquisition of a 66 percent stake in Slovenske Elektrarne AS, /5__/, for 840 million euros.
Work on completing Romania's third reactor will start in 2006 and last through 2012, the
government has said. Mittal Steel Co NV, the world's largest steelmaker; Atomic Energy of
Canada Inc.; Korea Hydro & Nuclear Power Co.; and Italy's Ansaldo Componenti Speciali
SpA /6__/. Enel is also interested in bidding for the Romania's biggest
power distributor, Electrica Muntenia Sud, /7__/, Scaroni said. The capital's region is
Romania's most industrialized and most populous area, with more than 2.5 million people.
2005-04-28 11:06 (New York)
(http://rom-econ.blogspot.com/2005/05/romania-economics-bn-romania-completes.html)
2. English in use
It is not (0) unusual to make a hobby pay for itself USUAL

even if you have no (1) ... of turning it into a business. Most (2) ... is INTEND, EQUIP
so expensive these days that few people can afford to make, for
example, picture frames or items of furniture without (3) ... offering OCCASION
them up for sale. Some hobbyists begin by donating a piece of work to CHARITY
a (4) ... sale and then being surprised by how quickly and (5) ... it sells. PROFIT
They wonder why not do it themselves. An honest (6) ... should be APPRAISE
undertaken regarding the demand for the work and the price the
customer is prepared to pay in (7) ... . However, do not forget the REAL
degree of personal (8) ... as well. People of the Forest This TV SATISFY
documentary follows a family of chimpanzees who live in the forest of
Tanzania. (9) ... we humans share 98% of our genes with chimpanzees; APPEAR
indeed, they are our closest relative in the animal (10) ... The focus of KING
the film is on Fifi and we first see her as a (11) ... five-year-old who PLAY
spends all her time annoying her younger brother. Meanwhile, the SUPREME (12)
older male chimps fight for (12) ..., whilst the females deal with the
day-to-day (13) ... matters. The (14) ... splendour of the location makes ORGANISE
this programme worth viewing, although our (15). GEOGRAPHY
(Turn A Hobby into a Business) SIMILAR
(http://www.flo-joe.co.uk/cae/students/tests/pt1index.htm)
2. 2. Match the terms with their correct definitions.
16. Bond (finance) a. a life assurance based single premium

investment
17. Government bond b. a three party contract, where the surety
promises to pay the obligee for non-
performance or dishonesty by the principal.
Workers in many jobs must be bonded.
18. Bond market c. a debt security, issued by Issuer

19. Investment bond d. a system of servitude where someone
must work to pay off a debt
20. A surety bond e. a bond issued by a national government
21. A performance bond f. a financial market for bonds
22. A bail bond g. a deposit taken by a landlord in relation
to rental of a property
23. Tenancy bond (or damage deposit) h. a form of reinsurance
24. Bonded labor (or debt bondage) i. a surety bond for completion of work
under a contract
25. Catastrophe bond (or cat bond) j. a surety bond for return of a person to a
court
2. 3. Find the right place for the following vocabulary items missing from the following text:
annual, meanwhile, forecast, statistics, rose
French economic growth is set to beat European Commission estimates, according to

Bank of France figures.
The Bank has 26__ growth of 0.6% between July and September and 27__ growth of 2-2.5%
for the year. It comes after Europe downgraded its growth forecast to 1.9% for the year from
a previous 2.4%, based on third- and fourth-quarter growth of 0.5%. 28__, further figures
showed the French consumer price index 29__ a stronger-than-expected 0.4% in August. The
increase took annual inflation to 1.3%, national 30__ office INSEE said.
3. Writing
You are the personnel manager of a small firm. Write a memo in which you inform one of
your employees that he/she was not selected for promotion to a higher position in the
organization. He/she applied for the position of chief accountant but another candidate was
considered to be best qualified. You want to be as polite and sympathetic as possible since
the candidate is still appreciated in the firm. Show this in your memo.

Test 4
1. Reading
Read about the activity of the Romanian government. Choose the best sentence or group of
words from the list below (A-G) to fill each gap (1-5). There is one sentence that you do not
need. There is an example at the beginning (0-A).
A the Government led by the Premier Calin Popescu-Tariceanu

B The presentation in electronic format aims to assure the access of the persons that are
interested to know, analyze and amend the content of these laws.
C the restitution of the real estate property

D The main principles of this laws package regarding the modification of the property
regime are the following
E elaborated a draft law regarding the allocation of compensations
F elaborated by the working group led by the Minister of Agriculture, Forests and Rural
Development, Mr. Gheorghe Flutur
G The government program is highly appreciated.
Four months after the investiture, /0 A/ puts in practice a new item of Coalition
government program
Romania cannot be really a European country without resolving the property problem that
drags on for about 15 years. At the end of March 2005, a Government decision established an
inter-ministerial working Group on the coordination of elaboration, improvement and
implementation of the legislation upon /1__/, taken abusively in the period 6 of March 1945 -
22nd of December 1989. This Group has finalized the property laws amendment and /2__/.
The projects are available, since today, on the Government site, www.gov.ro. /3__/
Therefore, the agenda of the Minister Delegate, Mr. Bogdan Olteanu, nominated President of
the inter-ministerial working Group, contains consultations with the parliamentarian groups,
as well as a public debate.

At the end of May 2005, the Government will assume the responsibility in the Parliament for
the package of laws that will include besides the projects mentioned above, the projects
referring to the lands and forests, /4__/. "Till the middle of May, we will have a format that
includes the remarks of the persons interested in it. I don't search a personal project, I want to
get to a good project, that would finally solve, this problem so important for the Romanian
society", has underlined today, the Minister Delegate for the Liaison with the Parliament, Mr.
Bogdan Olteanu, within the press conference.
/5__/:
a. the rule for the restitution in kind of all buildings that are in the state property in the
moment of law adoption; b. the allocation of just and equitable compensations; c. the
compensations will not be limited; d. the lodgers' interests will not be affected, the legislative
framework regarding the lodgers' protection will be integrally maintained. Thursday, April
21, 2005
RE: (Romania-economics] Re: new restitution law?) Government of Romania - Press office -
(http://rom-econ.blogspot.com/2005/05/romania-economics-without-comment.html)
2. English in use
A Letter: With this letter you will find your (0) invitation to INVITE
attend the Annual General Meeting of the Society. Please note
that it will take place on 10 September (the last newsletter (1) ... CORRECT
stated that the meeting would be on 9 September). The meeting
will begin at 8pm but (2) ... will be available from 7pm. You REFRESH
will therefore have time to chat (3) ... with committee members FORMAL
and (4) ... of the Society before the meeting commences. At OFFICE
8pm, the Chairman will make a brief (5) ... speech and then put INTRODUCE
forward some proposals for your (6) ... There will also be APPROVE
elections to fill the two (7) ... on the committee. The enclosed VACANT
agenda gives a full description of the business to be conducted at
the meeting.

2. 2. For each blank (1-20), think of the word that best fits in the context. Use only one word
in each space.
The modification of Law 10 1__ also the restitution of the buildings 2__ are headquarters of
political parties, embassies, public 3__. For public institutions, and particularly for schools
and hospitals, there are provided destination maintaining deadlines 4__ to five years. The
Government has started the necessary financing identification procedures 5__ new schools,
hospitals, public institutions construction, and the works are to be 6__ during these deadlines.
"In the end, it is 7__ a choice. Instead of paying compensations and spending 8__ some old
buildings modernization, we will 9__ in modern schools and hospitals. Just 10__ days, my
colleague, in charge with the World Bank projects in Romania, the Minister Cristian David,
is in Washington 11__ this purpose", has added Mr. Bogdan Olteanu. "The novelty of this
project is the modality of compensating the 12__ owners who cannot receive the goods back.
According to the draft law, the first step is the establishment of a Fund dedicated to the
compensations afferent to the buildings 13__ abusively, within 30 days deadlines since the
moment the law is entering in force. At the same
time, the Ministry of Public Finance will prepare an 14__ in order to select the society in
charge with this Fund 15__, and that will be a prestigious international 16__. The auction will
17__ place this autumn, following that the payment titles issue would be functional at the
beginning of 2006. Until the designation of this society, a management company, constituted
as part of the Ministry of 18__ Finance, will 19__ the Fund", has 20__ the Minister Delegate
Bogdan Olteanu.
Thursday, April 21, 2005
RE: Romania-economics] Re: new restitution law? Government of Romania - Press office -
2. 3. For each blank (1-7), decide which of the options A, B, C, or D is best. There is always
one correct answer.
According to the 1__, there will be 2__ the rapid capitalization of compensations,
transforming these in shares at the 3__ Fund, quoted to Bucharest and foreign Stock
Exchange. In less than a year and a half from the 4__ of the law, the compensation
beneficiaries will 5__ the title, transforming it into money. "The creation of the Fund, that
will include shares to the extremely 6__ companies that are in state patrimony, will assure a
benefic development of the capital 7__ in Romania. The public budget will not be involved
anymore in the owners' compensation", has mentioned in the end the Minister Bogdan
Olteanu.
Thursday, April 21, 2005
RE: [Romania-economics] Re: new restitution law? Government of Romania - Press office -
1 A plan B project C discussion D proposal

2 A assured B insured C ensured D assigned
3 A created B existing C present D mentioned
4 A adoption B vote C presentation D creation
5 A use B fructify C enlarge D expand
6 A effective B efficient C attractive D useful
7 A stock exchange B merchandise C industry D market
8. Writing
You were asked by the production manager to inspect the work area and report on safety
conditions. The report you will write should not be longer than two pages. Write it in
personal style.
Test 5
1. Reading
1. 1. Read about Regional economic impacts of Grand Canyon river runners and
decide whether the following statements (1-8) are true (T) or false (F).
1. Outdoor recreation is viewed as environmentally unfriendly alternatives to extractive-type

industries.
2. Rural communities can be positively influenced by outdoor recreation.
3. The Grand Canyon region is highly dependent upon tourism.

4. The only purpose of this research is to examine the types of employment created in the
Grand Canyon.
5. The study highlights deficiencies and constraints that limit the economic benefits of
recreation and tourism.
6. Information was obtained by surveying non-commercial boaters and commercial outfitters.
7. Many of the jobs created by the rafting industry are lower-wage and seasonal.
8. Outdoor recreation in rural areas is beneficial.
1. 2. Identify at least six key words in the same text.
Economic impact analysis (EIA) of outdoor recreation can provide critical social
information concerning the utilization of natural resources. Outdoor recreation and other non-
consumptive uses of resources are viewed as environmentally friendly alternatives to
extractive-type industries. While outdoor recreation can be an appropriate use of resources, it
generates both beneficial and adverse socioeconomic impacts on rural communities. The
authors used EIA to assess the regional economic impacts of rafting in Grand Canyon
National Park. The Grand Canyon region of northern Arizona represents a rural US economy
that is highly dependent upon tourism and recreational expenditures.
The purpose of this research is twofold. The first is to ascertain the previously
unknown regional economic impacts of Grand Canyon river runners. The second purpose is
to examine attributes of these economic impacts in terms of regional multipliers, leakage, and
types of employment created. Most of the literature on economic impacts of outdoor
recreation has focused strictly on the positive economic impacts, failing to illuminate the
coinciding adverse and constraining economic impacts. Examining the attributes of economic
impacts can highlight deficiencies and constraints that limit the economic benefits of
recreation and tourism.
Regional expenditure information was obtained by surveying non-commercial boaters
and commercial outfitters. The authors used IMPLAN input–output modeling to assess direct,
indirect, and induced effects of Grand Canyon river runners. Multipliers were calculated for
output, employment, and income. Over 22,000 people rafted on the Colorado River through
Grand Canyon National Park in 2001, resulting in an estimated $21,100,000 of regional
expenditures to the greater Grand Canyon economy. However, over 50% of all rafting-related
expenditures were not captured by the regional economy and many of the jobs created by the
rafting industry are lower-wage and seasonal. Policy recommendations are given for
increasing the regional retention of rafting expenditures and for understanding both the
beneficial and adverse impacts that accompany outdoor recreation in rural areas.
(by Evan E. Hjerpe and Yeon-Su Kim; School of Forestry, Northern Arizona Univ. Journal
of Environmental Management via Elsevier Science Direct, Vol. 85, Issue 1, Oct. 2007: 137-
149), http://envirovaluation.org/ journal_of_environmental_management_via__27)
2. English in use
Dreaming
The first study of what goes on in our heads during
dreaming has been completed, casting light on an activity that
humans have always found (1) ... . The research, reported in the MYSTERY
journal Nature, opens up a (2) ... new chapter in efforts to SIGNIFY
understand what we do with a (3) ... of our lives. It supports the THREE
(4) ... that dreams are formed by calling up images from a store SUPPOSE
of emotional memories. Scientists find dreaming an enormous
puzzle. The reason for their (5) ... lies in the (6) ... complicated IGNORE
design of the brain which contains as many nerve cells as there ASTONISH
are stars in the universe. Each of the nerve cells communicates
with thousands of its neighbours, producing an (7) ... amount of BELIEVE
chatter. Now, however, it seems scientists are beginning to make
sense of the brain‘s (8) ... activity. NIGHT
2.2. In each of the following groups of sentences (1-3), there are four underlined parts A, B,
C, and D. For each sentence, find the underlined part, A, B, C or D, that makes the sentence
incorrect. There is always one possible answer.
Healthy outlook
1. Rising tobacco prices, (A) end-of-summer sales and an (B) increase of fruit and vegetable
prices were all (C) factors behind the increase. France's strong economic outlook comes
despite widespread uncertainty (D) sparked by credit fears in the US economy.

2. The (A)latest figures underline European Central Bank president Jean Claude (B) Trichet's
assertions that the European economy is healthy. (C) Despite warning on Tuesday that market
volatility could (D) continue worldwidely, he also raised the spectre of a possible increase in
European rates.
3. (A) Such developments - along with forecasts of a (B) looming rate cut in the US to ease
current market and consumer jitters - have pushed the euro (C) to record hights against the
dollar (D) in recent days.
in each space.
Survey methods
The Rics survey does 1__ measure actual house prices. It simply asks a sample of its
members 2__ the country 3__ prices locally are higher 4__ lower than in the previous month.
The balance 5__ the two is what gets reported. Thus surveyors in 6__ parts of the country 7__
detecting a slowdown, even if average prices 8__ the UK have yet to fall.
The methodology 9__ seem crude and subjective. 10__, Rics has traditionally had
11__ finger on the pulse of the market when it has changed 12__ - as during the property
slump of 13__ early 1990s, when many 14__ commentators refused to acknowledge that
prices 15__ falling. Rics also says that the market was affected in August 16__ the advent of
compulsory Home Information Packs for the sale 17__ houses with four bedrooms 18__
more. It says 51% fewer 19__ these were sold during August 20__ in the same month a year
ago.
3. Writing
Write a report to the marketing officer in which you present your ideas for improving sales of
product X. Your report should contain an analysis of the results of a promotional campaign
conducted in your district. Present your suggestions in personal style.

Test 6
1. Reading
Read the article Pay rising as unemployment falls and choose the best sentence from the list
below (A-G) to fill each gap (1-6). There is one sentence that you do not need.
A The fall in the number if people out of work and claiming benefits was much smaller
than expected.
B said Jonathan Said from the Centre for Economics and Business Research.
C The rise came despite public sector wages growing at their weakest rate since May 1998.
D "The divergence between public and private sector wage growth shows the squeeze that
is being placed on public sector pay," he added.
E Still, the increase may not be big enough to be causing concern yet.
F Rising average earnings are a problem for the Bank of England's interest rate-setters
G Unemployment fell again between May and July.
Average UK wages experienced stronger than expected growth between May and July
as unemployment fell again.
The Office for National Statistics (ONS) said average pay was 3.5% higher than at the
same time last year. /1__/ Meanwhile, the number claiming benefits fell by 4,200 to 852,900
in August taking the unemployment rate to 2.6% - its lowest level since April 2005.
/2__/ The International Labour Organisation (ILO) measure of unemployment, which
counts the number of people out of work and actively seeking employment, fell by 28,000 to
1,649,000 in the three months to July compared with the same period of 2006.
"Pay growth has picked up a little but overall wage pressures remain subdued," said
Philip Shaw from Investec. /3__/
The ONS said the pick-up in earnings was driven mainly by the timing of bonus
payments in the financial sector. /4__/ because they may increase inflation. /5__/
"Despite the slight increase, the level of wage inflation remains well below the Bank
of England's 4.5 per cent caution area," /6__/

2. English in use
The economy of the 21st century will be based on
skills and (0) knowledge according to a recent report. The study KNOW
shows that there will be more jobs in the workplace for those
with (1) ... and the right skills, and fewer jobs for those with QUALIFY
none. The best (2) ... will be one that can demonstrate a level of EMPLOY
academic or (3) ... achievement that can enable the individual to VOCATION
support their CV with evidence of desirable personal qualities.
As well as wanting people who are flexible, companies are also
looking for evidence of (4) ... It is also (5)............ necessary to ADAPT, INCREASE
be an excellent communicator as the majority of (6) ..... make ORGANISE
their profits from the skills of people selling their goods as
much as from the producers themselves. The new economy is
here to stay and unless businesses show the (7) ... to adapt they WILL
may find they are (8) ... according to the authors of the report. SUSTAIN
(21st Century Workplace)
word in each space.
The UK housing market 1__ continuing to slow 2__ under the effect of higher interest
3__, the Royal Institution of Chartered Surveyors says. Its latest survey reveals that in August
slightly more 4__ saw prices fall locally than saw them 5__.
Rics says this was the first time this had happened 6__ October 2005. This contradicts
the evidence of all other house price 7__, but Rics said enquiries from new buyers had also
fallen 8__ the ninth month 9__ a row.
"Affordability is at 10__ most stretched in over a decade and many will worry 11__
rising mortgage repayments will prove a step 12__ far," said Ian Perry 13__ Rics. "The
market will soften further, going into 14__ autumn, reducing some impetus 15__ those that
have been chasing a rapidly-moving target," he added.
2.3. Find the seven mistakes from the text and correct them.
0 The trend of increased market-led integration is spurring greater 0 – correct
1 cooperation between governments in Asia and the Pacific. Asian 1-
2 economies are now moving towards the creation of a new regional 2-
3 economical architecture. ―The process of regionalization needs to be 3-
4 effectively managed so that the benefits flowing for it are shared by 4-
5 all. The process of economic integration will not only strengthen Asia 5-
6 but also increase its contribution to global economy,‖ said Roberto de 6-
7 Ocampo, Formerly Secretary of Finance, Philippines. 7-
8 The panelists concurred that Asia has come a long way ten years for 8-
9 the crisis and now is the time to build from the achievements in 9-
10 regional economic cooperation and integration. The panel discussion 10-
11 was moderated with Bloomberg columnist William Pesek. 11-
(http://www.asiandevbank.org/Media/Articles/2007/11995-asian-economics-
recoveries/default.asp)
3. Writing
Look for job advertisements on-line. Find one that appeals to you and for which you consider
you are qualified. Write an application letter in which you address the points covered in the
ad and tell them how you learned about the position. Organize strategically the things that
line you up and present them convincingly in your letter.
Test 7
1. Reading
Read about regional cooperation in Asia and decide whether the following statements (1-8)
are true (T) or false (F).
1. Regional economic cooperation and integration is remarkably influenced by Asia‘s
resilience to external shocks.
2. The region is characterized by a commitment to adaptation, reform, and preparedness.
3. However, leaders do not recognize the need to work together to build better resilience to
potential shocks.

4. Asia is the fastest growing region in the world.
5. The crisis-hit Asian economies are now very careful in implementing radical economic
reforms.
6. Financial institutions are still weaker and feebler to risks.
7. The trend of macro financial variables should be kept under control.
8. On the whole, the region is enjoying robust growth.
Regional Cooperation Helps to Fortify Asia's Economic Foundations, Says ADB

President
Asia‘s remarkable economic recovery and resilience to external shocks in the decade
after the crippling financial crisis magnifies the value of regional economic cooperation and
integration, Asian Development Bank (ADB) President Haruhiko Kuroda told at an
international symposium today.
In his opening remarks at the symposium, ―Asia is Moving Forward: Ten Years After
the Crisis,‖ Mr. Kuroda said the region is constructing a common agenda to guide it forward
through a commitment to adaptation, reform, and preparedness. ―The evolving global
economic environment, cross-border production networks, and the advances in information
technology helped leaders recognize the need to work together to build better resilience to
potential shocks—both external and internal,‖ Mr. Kuroda said.
A decade after the crisis, Asia has once again emerged as the fastest growing region in
the world. Policymakers in the crisis-hit Asian economies turned the crisis into an
opportunity to usher in bold economic reforms and revived the region‘s economic dynamism.
Many had predicted that the region would take a few generations to recover.
―The crisis provided many lessons that led to crucial economic and financial reforms in the
region. The policies adopted have made financial institutions stronger and more resilient to
risks. Several sources of vulnerabilities, however, remain and governments in the region need
to closely monitor the trend of macro financial variables,‖ said Thailand‘s Finance Minister
Chalongphob Sussangkarn.
While trend growth rates in the five crisis-hit countries still remain below their pre-
crisis levels, their per capita incomes now surpass their pre-crisis levels, social indicators are
improving, and the region is enjoying robust growth.

2. English in use
The Internet recently celebrated its 30th birthday. Its universal ACCESS
(1) ... has made it the most powerful and cost - (2) ... tool for EFFECT
business and personal communication. It currently has 60 million
users and has a (3) ... rate of 200,000 users per month. Not (4) ... GROW, SURPRISE
it has also created the largest number of (5) ... under the age of MILLION
thirty. The Internet was developed by scientists (6) ... as a way for ORIGIN
the American government to withstand nuclear attacks. Who
would have thought 30 years ago that its (7) ..... would have APPLY
extended to so many areas of our daily life?
(The Internet is 30 Years Old)
in each space.
Developing Asia‘s growth 1__ in 2006 was eye-2__ as the region expanded at a
blistering pace of 8.3 percent, the fastest 3__ since 1995. The emergence of the People‘s 4__
of China and India as economic powerhouses has 5__ a new dimension to regional and 6__
growth. ―Since the turn of this century, our economies have re-emerged 7__ amongst the
fastest growing in the global 8__, amidst new challenges and fundamental 9__ and financial
developments. Our steadfast reform and restructuring efforts 10__ rewarded us with
strengthened macroeconomic fundamentals and sound and stable financial 11__,‖ said Zeti
Akhtar Aziz, Governor, Bank Negara Malaysia.
Asian economies 12__ now forging closer regional economic 13__, through market-
led and government driven initiatives. Closer regional economic cooperation 14__ providing
a new platform and laying the foundation 15__ robust economic growth in the region.

2. 3. For each blank (1-10), decide which of the options A, B, C, or D is best. There is always
one correct answer.
―I think it is most 1__ that ASEAN+3 countries are striving 2__ financial cooperation
at the regional 3__. Prevention is more important than cure,‖ said Duck-Koo Chung, 4__
Minister for Commerce, Industry, and Energy, Republic of Korea. ―We need a new regional
financial architecture by 5__ the institutionalization of the Post-CMI measures. A sense of
complacency may bring about another crisis.‖
Today, Asia 6__ a different set of challenges. Massive capital 7__ as opposed to
outflows in 1997, its impact on regional currencies, global imbalances and rising foreign
exchange reserves are some of the key challenges facing the region‘s policymakers.
Development of stronger capital markets, meeting the region‘s 8__ demand for
infrastructure and the issue of rising income and social inequalities which pose risks to the
growing prosperity of the region are issues that need immediate attention.
“The development of local currency bond markets in the region is encouraging and
9__ an avenue to raise long-term finance for meeting the region‟s huge infrastructure 10__.
Investing in infrastructure is vital to sustaining economic growth and reduction of poverty,”
said Dorodjatun Kuntjoro Jakti, former Coordinating Minister for Economic Affairs,
Indonesia.
http://www.asiandevbank.org/Media/Articles/2007/11995-asian-economics-
recoveries/default.asp
1 A common B appropriate C right D fit

2 A toward B to C from D for
3 A panel B area C side D level
4 A previous B former C last D old
5 A speeding up B hurry up C cutting up D enhancing
6 A meets B encounters C faces D experiences
7 A enters B inflows C deposits D businesses
8 A big B great C terrible D massive
9 A provides B offers C builds D assures
10 A requirements B needs C necessaries D demands

3. Writing
In your position of head of the credit department at Transylvania‟s you have to deny credit to
Mike Thomson. As you looked over the application, you noted that he had had other
obligations of indebtedness. Write Mike a letter refusing the credit. Be tactful in your refusal.
(for tests 1-7 see Irimias, E. (2007) Business Terminology, EFES, Cluj-Napoca)

Answer key
Key for chapters 1-5
Ethics - synonyms
Reasoning - logical, balanced, rational, intelligent, judicious, sensible
Responsibility - liability, amenability, answerability, contract, duty, obligation, burden
Confront face, affront, challenge, cope with, brave,

oppose, dispute, challenge, defy, repel, counter, contradict
Transnational 0
Contend - insist, claim, maintain, allege, warrant, charge,

dispute, argue, squabble, wrangle, insist, controvert
Morality - purity, decency, gentleness, virtue, morals, righteousness
Ethics - morality, morals
Ethical values
1/b,2/d,3/e,4/c,5/f,6/a
Values and ethics

1govern, 2meant, 3day, 4operations, 5individuals, 6conduct, 7standards, 8standards, 9ethics,
10marketing, 11itself, 12organisations, 13corporate, 14fundamental, 15main,
16maximisation, 17argue, 18advantage
Organizational culture - General assumptions
Synonyms for
Assumptions - 0
Environment - ambience, entourage, medium, decor, milieu, scene
Expectation - anticipation, possibility, contemplation, verisimilitude
Guide - lead, conduct, direct, pilot, steer
Interaction - intercourse, transmission, contact, connection, touch

Rule - (noun) regulation, precept, order, principle, standard
Valid - sound, logical, substantial, satisfactory, authoritative, convincing, binding
genuine, authentic,
Shared- community, mutual, collective, conjoint, common, public, joint
Affect - (vb) influence, change, modify, concern, sway, get, alter
Marketing mix
1. 1 F, 2 B, 3 G, 4 H, 5 D, 6 E, 7 I; A – not needed
2. 1 pricing 2 extended 3 overall 4 particularly 5 inseparable 6 motivated 7 referred 8

providing 9 means 10 perceive
3. 1 C on, 2 B up, 3 A on, 4 C for, 5 C by, 6 D both a…
Advertising
1. 1 A, 2 C, 3 D, 4 C, 5 A, 6 B, 7 D, 8 A, 9 C, 10 B, 11 A
2. 1. broadcasting 2. aired 3. because 4. consumers 5. suit 6. up 7. practice 8. for 9. earn

10. sponsorship 11. over 12. compensated 13. instances 14. prevalent 15. consumers
Advertising techniques
1. 1 d, 2 h, 3 b, 4 f, 5 k, 6 a, 7 l, 8 i, 9 c, 10 e, 11 j, 12 g
2. 1. space 2. spam 3. subliminal 4. pervasiveness 5. recommendations 6. pinnacles

7. by storm 8. keyword 9. viral 10. interstitial
3. 1 c, 2 d, 3 a, 4 g, 5 b, 6 h, 7 f, 8 e
Examples of critical thinking

1. Self-Reflection—Analyzing Your Personal Shortcomings
 Researching an issue on racial differences and inequality, you start seeing things from
other cultural perspectives and begin to see where you hold certain cultural biases.
 Reflecting on your behavior in a certain confrontation with a person, you see things
from their perspective and realize that the way you have behaved isn‘t to your liking.
 After completing a certain task, you reflect on what you have learned and how you
could have improved and gained more experience from the situation.
2. Decision-Making—More Informed Decision-Making
 Reviewing a confrontation with a loved one you start seeing things from their point of
view. This takes away your personal emotions and you begin to see the bigger picture.
From here you can make a more conscious decision.
 You are asked to advise on building a big factory in a small town near the town‘s
forest. You do research and play out scenarios with the benefits and drawbacks from
the perspective of the people of the town, the ecological perspective of the forest and
the benefit of the company you are advising for. Once you see all perspectives you
can make a more informed and rational decision.
3. Time Utilization Analysis—Recognize the Value You Bring
 You review what actions you take in a day and how long you take to do them. You
see that you waste way too much time watching silly shows on TV that don‘t bring
you that much joy. You decide to only watch one good show a day and use that time
to learn a new language daily.
 Looking at your schedule you break down the impact of each task. You see who this
task helps, how it helps and to what extent. With this information, you start focusing
and spending more time on the most impactful tasks.
Critical Thinking Examples in the Workplace
1. Teamwork— Promoting Group Problem-Solving
As the team leader in your department, you have to come up with a strategy to improve on a
specific product. You allow the entire team to list all concerns, recommend a solution and

openly yet constructively criticize other solutions. All the while you have someone take
notes. At a certain point, you stop the discussion and list all the notes on the board as
perspectives and obstacles. You and your team can now create a solution based all the
information given by your team.
2. Adding Value— Recognizing and Improving Your Contribution
Your company has an aim to achieve a certain target by the end of the year. You analyze your
position in the company and in what way you can contribute to this target. You list all the
ways in which your actions help achieve this target and then attribute the impact of each
action and to what person or area it is impacting. You then think of ways you can do more of
the most impacting action, increase the impact or do something else within your position to
make more impact on reaching this target.
(see Critical Thinking Examples That Will Influence The World Around You, in
https://blog.mindvalley.com)
Key for tests
Test 1
1. Reading
1-e Ignore Your Target Audience
2-d Don't Let the Pros Handle Your Materials
3-a Plans? Who Needs Plans?
4-b Run That Ad Just Once
5-c Who Needs Consistency?
1-E, 2-D, 3-B, 4-A, 5-C; F – not needed
2. English in Use
2. 1. 1 out 2 at 3 thinking 4 throughout 5 on 6 though 7 out 8 fidgeting 9 much 10 at 11 step-
by-step 12 segment 13 bunch 14 kicks 15 policy 16 on 17 on 18 turn 19 incorporating 20 will
2. 2. 1 organizations 2 Registry 3 continuing 4 persistence 5 earlier 6 largest 7 explanation 8
where 9 prices 10 survey
1 organizations 2 Registry 3 continuing 4 persistence 5 earlier 6 largest 7 explanation 8 where
9 prices 10 survey

Test 2
1. Reading
1 F, 2 F, 3 T, 4 T, 5 T, 6 F, 7 T
2. English in Use
2.1. 1 on, 2 since, 3 to, 4 by, 5 to, 6 on, 7 its, 8 of, 9 for, 10 due
2. 2. 11 shortlisted, 12 accounts 13 differences 14 interactive 15 commercial 16 proactively
17 available
2. 3. 18 B, 19 C, 20 A, 21 B, 22 D, 23 C, 24 A, 25 B
2. 4. 1 – interest in; 2 – consists of; 4 – to qualify as; 5 – parent enterprise control; 6 as
owning
Test 3
1. Reading
0 C, 1 E, 2 A, 3 G, 4 B, 5 D, 6 I, 7 F, H – not needed
2. English in Use
2. 1. 1 intention 2 equipment 3 occasionally 4 charitable 5 profitably 6 appraisal 7 reality 8
satisfaction 9 apparently 10 kingdom 11 playful 12 supremacy 13 organizational 14
geographic(al) 15 similarity
2. 2. 16 c, 17 e, 18 f, 19 a, 20 b, 21 i, 22 j, 23 g, 24 d, 25 h
2. 3. 26 forecast 27 annual 28 meanwhile 29 rose 30 statistics
Test 4
1. Reading
1 C, 2 E, 3 B, 4 F, 5 D, G not needed
2. English in Use
2. 1. 1 incorrectly 2 refreshments 3 informally 4 officials/officers 5 introductory 6 approval 7
vacancies

2. 2. 1 stipulates 2 that 3 institutions 4 up 5 for 6 finalized 7 about 8 for 9 invest 10 these 11
with/on 12 former 13 taken 14 auction 15 administration 16 society 17 take 18 Public 19
administrate 20 underlined
2. 3. 1 B, 2 C, 3 D, 4 A, 5 B, 6 C, 7 D
Test 5
1. Reading
1F2T3T4F5F6T7T8F
Regional economic impact analysis (EIA); River recreation; Leakage; Grand Canyon
National Park; Colorado river; Rural development
2. English in Use
2. 1. 1 mysterious 2 significant 3 third 4 supposition 5 ignorance 6 astonishingly 7
unbelievable 8 night-time/nightly
2. 2. 1 B in, 2 D worldwide, 3 C highs (mind the spelling: heights!)
2. 3. 1 not 2 around 3 if 4 or 5 between 6 some 7 are 8 across 9 may 10 However 11 its 12
direction 13 the 14 other 15 were 16 by 17 of 18 or 19 of 20 than
Test 6
1. Reading
1 C 2 A 3 D 4 F 5 E 6 B; G – not needed
2. English in Use
2. 1. 1 qualifications 2 employee 3 vocational 4 adaptability 5 increasingly 6 organizations 7
willingness 8 unsustainable
2. 2. 1 is 2 down 3 rates 4 surveyors 5 rise 6 since 7 surveys 8 for 9 in 10 its 11 that 12 too 13
of 14 the 15 from
2. 3. 1 among 3 economic 4 from 7 former 8 after 9 on 11 by
Test 7
1. Reading
1T2T3F4T5F6F7T8T
2. English in Use
2. 1 accessibility 2 effective 3 growth 4 surprisingly 5 millionaires 6 originally 7 application
2. 2. 1 performance 2 catching 3 growth 4 Republic 5 added 6 global 7 to be 8 economy 9
economic 10 have 11 systems 12 are 13 cooperation 14 is 15 for
2. 3. 1 B 2 A 3 D 4 B 5 A 6 C 7 B 8 D 9 A 10 B

APPENDIX
TOPICS FOR PRESENTATIONS
1. Competence in business communication

2. Communication crisis in business: conflict handling by communicating
3. Describe how managers use communication
4. Business presentations. Characteristics and importance
5. Make a presentation to a hypothetical group of investors that may help you begin a
new business.
6. Make an informative presentation to a group of high school pupils interested in

attending the Faculty of Economics
7. Make a sales presentation to a 5-member group of top executives interested in
ordering some of your products.
8. Debate upon the importance of the meetings for the business environment.
9. What makes business meeting ineffective and boring?

10. Analyze different types of meetings taking into account the communication network
of an organization (upward, downward, horizontal/ formal, informal, etc.)
11. Negotiating skills. Useful tips for acquiring or improving them.
12. Is it advisable to negotiate when applying for a job? State your reasons.
13. Imagine you have to prepare a negotiation of a very important contract for your
company. How would you proceed?
14. How do you prepare for a job interview?
15. How to Start a Small Business

16. Creating a Product Idea
17. Marketing a New Business
18. Hiring Your First Employee
19. How to Think Like an Entrepreneur
20. Advantages and Disadvantages of Starting a Business
21. How to Question the Status Quo at Your Organization
22. Recognizing New Opportunities
23. Time Management

24. Creating Good Habits
25. How to Feel Better and More Productive in the Afternoon
26. How to Get More Done in Less Time
27. Using Task Lists
28. Creating Effective Calendars
29. How to Get Enough Rest and Stay Productive
30. Obstacles to High Productivity and How to Prevent Them
31. How to Make a Difference in Your Community
32. How to Make a Difference at Work
33. Finding Meaning at Work
34. How to Inspire Others
35. Positive Thinking
36. How to Reach Your Potential at Work
37. How to Reach Your Potential in Life
38. How to Reach Your Personal Goals
39. How to Change Your Habits and Build Good Habits
40. How to Communicate Controversial Information
41. Resolving Workplace Conflict
42. Responding to Negative Feedback
43. Managing Controversy at Work
44. How to Respond to Hostile People
45. Crowd Management and Safety
46. How to Be an Effective Supervisor
47. Becoming a Better Manager
48. What New Managers Need to Know about Our Business, Customers, etc
49. Helping Your Employees/Direct Reports Grow
50. Management Styles
51. Helping New Managers
52. Transitioning to Management of a New Department

53. SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
54. Understanding Our Market
55. Understanding Our Customers
56. What is Next for Our Department
57. What Our Competitors Are Doing

COURSE BIBLIOGRAPGY
1. Bourke, K and Maris, A. (2010) Business Vocabulary (Intermediate), Oxford

University Press.
2. Brieger, N., Sweeney, S. (1999) The Language of Business English: Grammar and
Functions, Prentice Hall.
3. Chilver, J. (1996) English for Business: A functional approach, DP Publications.
4. Cotton, D., Robbins, S. (1993) Business Class, Thomas Nelson and Sons Ltd.
5. Irimias, E. (2006) Business Communication Topics, second edition improved, EFES
Editura Fundaţiei pentru Studii Europene, Cluj-Napoca.
6. Irimias, E. (2007) Business Terminology, EFES, Cluj-Napoca.
7. Irimias, E., (2019) English for Business. Applied Competencies, curs în format
electronic pentru studenţii FR, FSEGA, UBB, Cluj-Napoca.
8. Johnson, C., Barrall, I. (2006) Intelligent Business, Pearson Education Limited,
Harlow.
9. MacKenzie, I. (2008) Professional English in Use, 2008, Cambridge University Press.
10. McKeown, A., Wright, R. (2011) Professional English in Use. Cambridge: CUP.
11. Plăcintar, E., V. Armaşu (2007) English for Business and Economics. Cluj-Napoca:
EFES.
12. Vince, M. (1999) First Certificate Language Practice, Macmillan Heinemann.

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ENGLISH FOR BUSINESS.

Eugenia Irimias, English for Business. Core Competencies Page 1

Eugenia Irimias, English for Business. Core Competencies Page 3

Eugenia Irimias, English for Business. Core Competencies Page 4

Eugenia Irimias, English for Business. Core Competencies Page 5

BUSINESS ENGLISH. APPLIED COMPETENCIES ACQUISITION.

Read carefully the definitions of competence and

synonyms‫ ׃‬ability, capability, capableness, capacity, competency, faculty

competency/ (pl.) competencies = competence

Related words – both for competence and competency

Eugenia Irimias, English for Business. Core Competencies Page 6

Antonyms for competence and competency

disability, inability, incapability, incapableness, incapacity, incompetence, incomp

Near Antonyms for competence and competency

helplessness, impotence, paralysis, powerlessness, weakness,

debilitation, disablement, impairment, incapacitation

Eugenia Irimias, English for Business. Core Competencies Page 7

Eugenia Irimias, English for Business. Core Competencies Page 8

Business communication competencies

Eugenia Irimias, English for Business. Core Competencies Page 9

Demonstrating strong communication skills is about being able to convey information to

Eugenia Irimias, English for Business. Core Competencies Page 10

 Successfully addressing key concerns and presenting mutually beneficial solutions

 Using concise, clear, appropriate language

 Speaking clearly and at a measured pace

5. Identifying Patterns or Connections. Within many different roles, finding patterns,

Eugenia Irimias, English for Business. Core Competencies Page 11

 The ability to identify relevant sources of information

The Top 10 Communication Skills for Graduates

1. Emotional Intelligence. Emotional intelligence is the ability to understand and manage

Eugenia Irimias, English for Business. Core Competencies Page 12

Eugenia Irimias, English for Business. Core Competencies Page 13

Eugenia Irimias, English for Business. Core Competencies Page 14

1. Define the concept of applied competencies using the information above.

Eugenia Irimias, English for Business. Core Competencies Page 15

Eugenia Irimias, English for Business. Core Competencies Page 16

ETHICAL VALUES IN BUSINESS

Read carefully the following assertions about ethics. Pick

Eugenia Irimias, English for Business. Core Competencies Page 17

Classical approaches to ethics - The Five “Goldens”

Eugenia Irimias, English for Business. Core Competencies Page 18

(2)The golden consequence (utilitarianism): If something has ―utility‖ that means it is

Eugenia Irimias, English for Business. Core Competencies Page 19

Write a 200-word essay on the following topic‫׃‬

Eugenia Irimias, English for Business. Core Competencies Page 20

Read about Ethical values in business and find suitable

a. Dealing with Unethical Business Values

Managers define ethical business behavior in their workplaces by explaining to employees

Eugenia Irimias, English for Business. Core Competencies Page 21

Eugenia Irimias, English for Business. Core Competencies Page 22

organized. Study the content of the text and identify

Answer the following questions:

Ethical Values and Codes

operations, meant, organizations, standards(2), conduct, ethics, itself, govern, main,

Values and ethics

Eugenia Irimias, English for Business. Core Competencies Page 23

Eugenia Irimias, English for Business. Core Competencies Page 24

ETHICAL CODE OF THE FIRM

Read carefully the following excerpts about the ethical

Answer the following questions:

Express your opinion on the following points:

Ethical Values and Code of Ethics

Eugenia Irimias, English for Business. Core Competencies Page 25

Code of Ethics and Professional Conduct Sample: