2013 [BUSINESS ENGLISH PORTFOLIO]

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o Read through the unit and add more ethical issues. ~~ wt.U~ '* ,V' mformation security bl
Self-study Sa o Com plete the sentences with the correct form of the following words. universe adaptation globe culture Match the words with a sim ilar m eaning. I global~traditional 2 busy worldWide 3 essential Sdiverse 4 domestic '-hurried S cosmopolitan -3 vital 6 robust ~ advantageous 7 classic ., national 8 benefiCial G strong profit diversity advert~nt pr~ I C o c a - C o la 's m a r k e t in g c a m p a ig n s a lw a y s t r a n s c e n d ~c:J differences. 2 Com panies no longer have to develop different QO/~I.~"al',tcampaigns for different countries. 3 To begin with, a com pany has to decide whether or not t~~~ aspects of the brand. 4 Nestle ~iS.the taste of its Nescafe brand to local tastes. S A single centre of c J ..i\1 J ( ,it y : a n give a company an Im ponant com DetltNe advantage, 6 The aim ISto develop products which are !oJ ~ appealing to different nationalities and cultures. 7 B r a n d s s u c h a s N ik e a r e p o p u la r in s u c h t .( '\; ~a.Q. markets as China and the USA. 8 To market a product ~t~o~anies often choose to use a global cam Daign. o Com plete each sentence with a suitable preposition. 123 Young people find it easy to Identifyv? I'~ the images portrayed by companies such as Nike. 2 Am erican com panies seem to be naturally geared t o globalisation. 3 Food products are often associated ~ stereotypes from their country of origin. 4 Today's custom ers are accustom ed ---=t2.buying products from all over the world. S Many brands are built wi~ the use of national stereotypes in their advertising. 6 Most Am erican com panies have traditionally treated the whole of Europe Gl.\S a singie market. 7 It is difficulto get people to distance themselves {!9LM local products and cu~ural values. The graph shows the share prices for Microsoft and Apple, July-November 1999. Write a 120-140 word report describing and com paring the share prices. 60 50 ...... (,.. 40f-,..,_~~~~~~~~~~~_ J u l A u g S e p O c t N o v I n v e r s io n Mlo-osoft Corporation Apple Com putE:!. Inc. Match the words as they appear in the unit. I national ~ campaign 2 spending stereotype 3 target ..-::t presence 4 global 2. power 5 creatIve 0 m arket 6 marketing .$ concept R e w r it e the sentences beginning with the prom pts. We vary both the product and the way it's marl
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2013 [BUSINESS ENGLISH PORTFOLIO]

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