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lunedì 27 febbraio 2012

Marketing strategy by Philip Kotler

Let's practice Business English listening to Philip Kotler lessons on Marketing Strategy

7 Ps of the Marketing Mix and strategies

Business Performance Expert and Performance Management Consultant Victor Holman illustrates the 7 Ps of the Marketing Mix and strategies for managing your marketing campaigns. marketing mix, marketing, marketing strategies, product marketing, people marketing, what is marketing mix, market segmentation, marketing mix example, marketing mix strategies, promotion marketing, market mix, product mix, market planning, marketing process, marketing mix examples.

Marketing: Brand power by Philip Kotler

Let's listen to the world's most prolific marketing author. Professor Philip Kotler explains to us how brands create power and how the art of marketing is partly the art of branding.

giovedì 15 dicembre 2011

Business English Practice: How to end a phone call quickly and professionally

Don't you know how to end a phone call in English to get along well with a customer or international supplier?
Is it hard to end a phone call without being rough in English?
Sometimes a phone call in English arrives at the wrong moment but we cannot avoid answering it because it can be someone from the Head office, an international customer or supplier. The stress that this call causes us is our worst enemy.
I offer you four key phrases to complete the call and get along well with your interlocutor.

1. – Pause– “Sorry Mr. Chen, I can’t talk now, as I have an important meeting right now. Can I call you on Wednesday at 4:00pm?”

2. – Pause – “I´m sorry Mr. Watson, I can’t talk now, because I have a client waiting for me. Can I call you on Thursday at 09:00am?”

3. – Pause – “Sorry Ms. Shah, I can’t take your call now, because I have an urgent matter to attend to. Can I call you on Tuesday at 10:00am or 11:00am?”

4. – Pause. – “I´m sorry Ms. Sousa, I can’t take your call now, as I have a client lunch. Can I call you tomorrow at 5:00pm?”

First, stay calm and wait for the first pause to interrupt .
Second, apologize. Use Sorry Mr. X or I'm sorry Mr. X.
Third, tell him you can not attend him now and explain why. Use I can’t take your call now, because… or I can’t talk now, as...
Fourth, give him another schedule when you are going to call him back. Use Can I call you tomorrow at 5:00pm?”

That's it! Practice makes Perfect!

mercoledì 7 dicembre 2011

LA CRISI = OPPORTUNITA'

Dal video di Eusebio Gualino....

Siamo davanti ad una CRISI ?

O siamo davanti ad un CAMBIAMENTO?

Qual'è la Vs. STRATEGIA?

CERCA DI ESSERE DIVERSO DAGLI ALTRI

DEVI ESSERE UNICO!

NON PERDERTI QUESTO VIDEO!

lunedì 5 dicembre 2011

How to present yourself and your company

Most people are not good at presenting themselves or their company in a concise, simple and clear way. They want to tell you everything. This becomes even harder when working in English at an International Trade Fair.

Here are the 5 steps to develop your own script.

“We work with….”
“Who have a problem with…”
“What we do is…”
“So that…”
“Which means…”

We work with: Be specific about your target market (kind of business, location etc)

Who have a problem with: Focus on what hurts for them, their main problem that gives them headaches. People pay attention and respond more to negatives.

What we do is: Explain how your product/service solves their problem. Be clear, simple and concise and write one sentence of 15 words or less.

So that: Explain the function that the customer receives. For example, Blackberry enables you to instantly receive and send emails from anywhere in the world.

Which means: List the Top 3 benefits.

Here is an example of a Management Consultant who works with Directors of SMEs:

“We work with the managing directors of fast-growing SMEs who have a problem with the pains of managing fast growth. We use our 15-20 years experience as directors of fast growing SMEs to work with them to develop practical solutions. So that you get practical and quick-to-implement business solutions. It means that you can exceed your targets and have the business and lifestyle that you want.

lunedì 28 novembre 2011

Business English Learning: How to Become a Good Communicator

Be Clear, Simple and Concise

Each language has different cultural norms that influence the language. For

example, Spanish is eloquent and Japanese is indirect and diplomatic.

However in the global business world, the most valued communication is quick

and clear.

86% of people using English for International Business are not native speakers.

So there’s no place for local metaphors, slang and expressions if

communication is your main objective.

Quick and effective International communication is clear, simple and concise.

The key to this communication base is t the CSC concept.

Clear

Simple

Concise

It enables us to communicate our ideas in International Business quickly and effectively.

Tips to be a good Communicator

Get your ideas across

Make sure you are understood.
Communicate with confidence.

Working in the global business world we have and will meet many different professionals with varying levels of English.

Some will be extremely fluent, while some you will barely understand.

But do you know what’s most surprising and interesting?

Some of the best communicators are the ones who are less fluent and have strong accents.

What all Good Communicators have in common is the following:

Getting your ideas across (transmitting your ideas to people).

Making sure you are understood.

Communicating with confidence.

When Good Communicators make mistakes, they don’t concentrate on them,

because they don’t want to get blocked.

Don’t worry about embarrassment – as you try and get better, you’ll see others

encouraging and appreciating your efforts.

Also as you practice more you’ll relax more...

PRACTICE MAKES PERFECT!

venerdì 25 novembre 2011

Business English Learning: Intercultural e-mail communication tips

Here are some tips and strategies for writing more effective e-mails when working with a particular culture (colleagues, clients, providers, etc).

These tips are provided by the experiences of professionals who work in international environments.

“Beware humour. Irony, self deprecation, etc. are good for cultures that do that, as they break the ice, but can at best leave your recipient cold if they do not come from the same background”.

“Title them by all their names. You do not know their marital status, sex, their appetitite for informality, whether they have done the Haj, or very often even the correct order; so just use all names”.

“Sports references are good but make sure you know what you are dealing with.
Don’t talk basketball in Europe; football in America; or American football
anywhere outside the U.S”.

“Japanese e-mail writers, when writing in English, tend to write one sentence, and then use a new paragraph for each next sentence”.

“Relationship-focused cultures (like Latin America or the Arab world) need some opening and closing statement that reinforces and maintains the all-important personal relationship (“How is the family”, “How did the local football team do last night?” etc.).

“The substantive business issues should be in the body of the e-mail, but do not fail to include these kinds of personal comments in every communication.”

Here are some tips from a professional who has worked for many years with German speakers.

For example, if I write an email to somebody in the US or another English

speaking country, I will address the person and add a sentence of small talk

(how are you and the family, how is the weather etc.). However, if I send a

business email to somebody in a German speaking country, this would be

considered inappropriate and by some even as rude. Private comments or

questions do not belong in business conversation (verbal or written) unless you know the person very well.

In German speaking countries it is very important to greet the person by

name at the beginning of the email and have a salutation and your name or signature at the end.

The way you word your email is done the same way you would speak to the

person you are writing to. So if you are formal with the person in a

conversation you would write your email just as formal. If you send an email to a group, you would always write the email as formal as you would talk to

the person you know the least of the group.

In German speaking regions it is quite common to get right to the point,

which some expats from the US/UK view as rude or harsh.

However, the way we use small talk (even in emails) in the U.S .is viewed as a waste of time or fishing for private information. This is something a German speaking coworker would not appreciate”.