UNIVERZITET MB

POSLOVNI I PRAVNI
FAKULTET BEOGRAD

SUBJECT: ENGLISH LANGUAGE

TOPICS: UNIT 17, 19, 21, 26, 28

Mentor: Student:

Table of Contents
 English language

1.UNIT 17..................................................................................................................................3
SOCIAL CULTURE..............................................................................................................3
SOCIJALNA KULTURA......................................................................................................4
2.UNIT 19..................................................................................................................................5
E-COMMERCE.....................................................................................................................5
ELEKTRONSKA TRGOVINA.............................................................................................6
3.UNIT 21..................................................................................................................................7
MARKETING........................................................................................................................7
MARKETING........................................................................................................................8
4.UNIT26...................................................................................................................................8
OFFERS.................................................................................................................................8
PONUDE................................................................................................................................9
5.UNIT 28................................................................................................................................10
INQUIRIES (ALSO SPELT: ENQUIRIES)........................................................................10
UPITI....................................................................................................................................11

1.UNIT 17

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SOCIAL CULTURE

Understanding the social and business culture of a nation is important when

doing business with people from that country. Read this passage about social culture in the
UK, whichwas prepared by Arthur Andersen’s International Executive Services, and answer
the questions below.
1. What is the difference between the United Kingdom, Great Britain and
Britain, and when should I use each term?
The UK’ is a term widely used to refer to the United Kingdom of Great Britain
and Northern Ireland. The term ‘Great Britain’ was used historically to differentiate it from
Britain in France, and refers to its larger size. ‘Great’ is usually omitted in conversation.
2. How should I refer to UK nationals?
Although you may well hear the English referring to nationals as ‘English’, avoid doing
this as it could cause offense by excluding those of Scottish, Welsh or Irish ethnicity. The
slang term ‘Brit’ is roughly equivalent to ‘Yank’. The term ‘British’ is widely acceptable.
 3. How is the famous British politeness expressed?
‘Please’ and ‘Thank you’ are used constantly. ‘Sorry’ is used even if you brush up
against someone on the train. Many expressions are used to show consideration: ‘I’m so sorry
to troubleyou...’, ‘Would you mind very much if....?’.
 4. Why are pubs so important to the British?
Pubs vary from the historic country pub to the high street ‘local’. It is not just a place to
drink your favorite beer; but also a pivotal social center. It is the place where 
social barriers and British reserve are broken down the world’s problems are solved
through heated debate, and firm friendships are created. Just be sure to pay for your round
and never tip the barman.
5. What customs would the British expect newcomers to observe?
The British take queues very seriously. Never lump in line or show impatience as
waitingyour turn is only fair play. Eventually we will all get there so we mustn’t grumble.
While youwait, you may chat about the weather, your garden or even your dog, but 
Pleasedon’t get too personal.
6. What should I avoid doing or saying?
Even though the British will enjoy jokes at the royalfamily’s expense, it is not generally
agood idea for a foreigner4 to criticize royalty. Other subjects off limits to
criticism might include bubs, cricket, warm beer, and the BBC. Complex subjectssuch
as Ireland or theenigmaticBritish class system should be approached more carefully,
unless you are with good friends or ina pub! On meeting someoneat a party, the first
questions should not be ‘What do you do?’ or’Where did you go to school:’ The British also
consider it bad form to blow your own trumpetespecially at a first meeting. Social kissing is
acceptable but bear hugs might alarm some people. Never try to guess a person’saccent.
7. What are good ice-breaking conversation topics?
The weather is a universally safe topic. News topics, sports and cultural events,
gardens, pets, and holiday or vacation plans all work well. The British often love to
explain local historicalsite’sand places of interest, and will be very happy to give advice to
newcomers on where to goand what to see.

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SOCIJALNA KULTURA

Razumevanje socijalne i poslovne kulture nacije je veoma bitno ukoliko poslujete

saljudima iz date zemlje. Pročitajte sledeći pasus o socijalnoj kulturi u Velikoj Britaniji
koji je napisan od strane Arthur Andersen International ExecutiveServices, i odgovorite na
pitanja u nastavku.
1. Koja je razlika između Ujedinjenog Kraljevstva, Velike Britanije i Britanije i k
ada da ih koristim?
Termin UK (VB) se odnosi na Ujedinjeno Kraljevstvo Velike Britanije i Severne Irske.
Termin Velika Britanija je istorijski gledano korišćen kako bi se razlikovala od Britanije u
Francuskoj, i odnosi se na njenu veličinu. 'Velika' se u razgovoru najčešće izostavlja.
2. Kako se obraćati Engleskim državljanima?
Iako možete čuti kako se Englez svojim državljanima obraća sa 'englezi', izbegavajte
ovaj način obraćanja pošto možete dospeti u nelagodne situacije pošto ovakvo obraćanje
isključuje nacionalnosti kao što su Velšani, Škoti i Irci. Sleng termin 'Brit' je vrlo sličan
terminu 'Yank'. Termin Britanac je naširoko prihvaćen.
3 . Kako istaćiu razgovoru poznatu englesku učtivost?
Molim vas i hvala je u konstantnoj upotrebi. Izvinite se koristi često ako dodirnete
nekog slučajno u vozu. Veliki broj izraza se koristi kako biste pokazali obazrivost:
'Izvinjavam se što vas mučim/pravim problem', 'Da li bi vam predstavljao problem kada
biste..'.
4. Zašto su pabovi toliko bitni Britancima?
Termin pab se može odnositi kako na istorijski kantri pab tako i na lokal na glavnoj
ulici.To ne predstavlja samo mesto na kojem možete popiti vaše omiljeno pivo, nego i
društveni centarod velikog značaja. To je mesto na kojem se slamaju/nestaju društvene
barijere i britanskerezerve, gde su rešeni svetski problemi putem uzavrelih debata i
prijateljstva između raznih firmikreirana. Vodite računa samo o tome da platite vašu turu i ne
date barmenu bakšiš.
5. Koje običaje bi Britanac očekivao od stranaca da se pridržavaju?
Britanci redove shvataju vrlo ozbiljno. Nikada ne uskačite u redove niti
pokazujtenestrpljenje pošto je čekati svoj red jedina fer igra. Naposletku ćemo svi stići na
kraj tako danema potrebe zanovetati. Dok čekate red, možete pričati o vremenu, o vašoj bašti
ili vašem psu,ali ne shvatajte to čavrljanje previše lično.
6. Šta bih trebao izbegavati govoriti ili raditi?
Iako će Britanac uživati o vicevima na račun kraljevske porodice, najčešće nije
pametnoda stranac kritikuje kraljevsku porodicu. Treba izbegavati kritikovati pabove, kriket,
mlako pivo I BBC. Kompleksnim temama poput pitanja Irske ili zagonetnog britanskog
društvenog sistemapotrebno je pristupiti sa više opreza, osim ako ste sa dobrim prijateljima ili
u pabu. Kada sretnetenekog na nekoj žurci, prvo pitanje nikako ne bi trebalo da bude ' Šta se
radi?' ili 'Gde si išao uškolu?'. Britanci između ostalog ne vole kada hvalite samog sebe,
pogotovo prilikom prvogsastanka. Društveno ljubljenje/poljupci su prihvaćeni ali na zagrljaj
neki ljudi neće pozitivnoreagovati. Nikad ne pokušavajte pogađati akcenat druge osobe.
7. Koje su najbolje teme za započinjanje konverzacije?

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Priča o vremenu je univerzalno prihvaćena sigurna tema.Razgovor o vestima,

sportu,kulturnih dešavanja, baštama, psima, vikendima godišnjim odmorima takođe može da
dođe uobzir.Britanac često voli da priča o istorijskoj pozadini nekog mesta/objekta i biće vrlo
srećanukoliko mu se ukaže prilika da strancima da savet gde da idu i šta obavezno da
pogledaju.
 
Ključni termini:
Socialculture- culture based upon one's identity and ideas, which are usually
associatedwith a certain social group, in which a person socializes in.
Socijalna kultura - kultura zasnovana na nečijem identitetu i idejama, koje su obično
povezane sa određenim socijalnim grupama u kojima se lice socijalizuje
 
Customs- a habitual practice; the usual way of acting in given circumstances.
Običaji– ustaljena praksa; uobičajeni način delovanja u datim uslovima
 
Royalfamily- A royal family is the immediate family of a king or queen regnant,
andsometimes his or her extended family. A royal family typically includes the spouse of the
reigning monarch,surviving spouses of a deceased monarch, the children, grandchildren,
brothers, sisters, and paternal cousinsof the reigning monarch, as well as their spouses.
Kraljevska porodica– Kraljevska porodica je uža porodica kralja ili kraljice, a
ponekad njegova ili njena šira porodica. Kraljevska porodica obično uključuje supružnika
vladajućeg monarha, žive supružnike preminulih monarha, decu, unuke, braću, sestre, rođake
vladajućih monarha kao i njihove supružnike

Pub- a bar or tavern.

Kafana–bar ili krčma
 
Politeness- showing good manners toward others, as in behavior, speech,courteous;
Učtivost–pokazivanje lepih manira prema drugima, u ponašanju, govoru, ophođenju

2.UNIT 19
E-COMMERCE

The trend of doing ecommerce was set in 1998; the next year venture investing in
Europe was around $13 billion, 65% higher than the amount invested in a year earlier.
Prospects of doing business in this way have been promising and it has been so easy to
establish one's own on-line presence. So "dot.com" newly born businesses have been
launched on the back of funds from venture capitalists. For a time, almost anybody with half
an idea about business could raise money. A new breed of young entrepreneurs seemed to
symbolize a far-reaching change, so that much of the new money was aimed at start-ups.

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But, this favorable beginning was adversely effected by a sudden plunge in share prices
on America's stock market. Since then most of start-ups have found far harder to raise fresh
money. The direct consequence has been that young Internet firms started running out of
cash, or had to lower substantially their offer prices. Given the circumstances, it has seemed
that mergers among Europe's Internet firms should come as no surprise. In America, Internet
firms have already begun merging in order to husband resources and speed up their
development. For experts on both sides of the Atlantic, there has been no surprise. As some
of them put it: "It is a neutral phenomenon in emerging industries". The consolidation will
help those firms with the best business models to grow more quickly to a sustainable scale.
Although Internet seems to be "a safe place to do business", it is not without risk.
Recently, there has been an avalanche of fake requests for information on the Internet's most
prominent sites. As a result, they have been paralyzed by a series of "denial-of-service"
attacks which overwhelm even the most powerful network computers. Some experts now fear
that such digital assaults could deal a lasting blow to e-commerce.
The web's openness facilitates electronic assaults, but one should not forget that the
same openness created e-commerce in the first place.

ELEKTRONSKA TRGOVINA

Bavljenje ovim trendom započeto je 1998; sledeće godine poduhvat ulaganja u Evropi
je bio oko 13 milijardi dolara, 65% više od iznosa uloženog predhodne godine. Izgledi
bavljenja biznisom u obom smislu je bilo obećavajuće i bilo je lako uspostaviti sopstveno on-
line prisudstvo. Dakle, "dot.com" novoosnovani biznis je bio pokrenut na osnovama
sredstava kapitalista. Za određeno vreme, skoro svako sa malo ideje o poslu je mogao da
zaradi novac. Nova generacija mladih preduzetnika simbolizovala je dalekosežne promene,
tako da je veliki deo novog novca usmeren na početnike.
Ali, ovaj povoljan početak je negativno uticao na iznenadne padove cena akcija na
američkoj berzi. Od tada je većina početnika otkrila da je daleko teže da se zaradi svež novac.
Direktna posledica je da je mladim Internet firmama počelo da ponestaje novca, ili su morali
da značajno da smanje cene ponuda. S obzirom na okolnosti, izgleda da je spajanja među
evropskim internet firmama došlo očekivano. U Americi, Internet firme su već počele
spajanje u cilju spajanja resursa i ubrzavala njihov razvoj. Za eksperte na obe strane Atlantika,
nije bilo iznenađenja. Neki od njih su rekli: "To je neutralna pojava u razvoju industrije".
Konsolidacija će pomoći one firme sa najboljim poslovnim modelima da rastu brže na
održivom nivou.
Iako internet izgleda kao "bezbedno mesto za posao", to nije bez rizika. Nedavno, došlo
je do lavine lažnih zahteva za informacije o najistaknutijim internet sajtovima. Kao rezultat
toga, oni su bili paralisani serijom "Odbijanja usluge" napadima, koji premašuju čak i
najmoćnije mrežne kompjutere.Neki stručnjaci sada strahuju da bi takvi digitalni napadi
zadali trajni udarac za e-trgovinu.
Otvorenost na internet olakšava elektronske napade, ali ne treba zaboraviti da je ista ta
otvorenost i kreirala e-trgovinu na prvom mestu.

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3.UNIT 21

MARKETING

Nowadays, marketing influences and often actually controls, almost every part of
company's activities.
The Marketing Concept could be simply explained as it follows here:
1) We must produce what customers want, not WHAT WE WANT to produce;
2) We must put the customer FIRST; that means that we organize the company so that it
happens;
3) We must FIND OUT what the customer wants, so we carry out market research;
4) We must SUPPLY exactly what the customer requires and we can do it by offering the
right MARKETING MIX - the so called 'the four Ps', i.e.
a) the right Product
b) at the right Price
c) available through the right channels of distributing, i.e. Place
d) all presented in the right way: Promotion
A PRODUCT is not just a collection of components; it is the image of the product, its
design, quality and reliability, as well as its features and benefits. Products have a life cycle
and companies are continually developing new products to replace those whose sales are
declining and coming to the end of their lives.
PRICE means making it easy for the customer to buy the product.
Pricing takes account of the value of a product and its quality, the ability of the
customer to pay, the volume of sales required and the prices charged by the competitors. Too
low prices can reduce the number of sales just as significantly as too high prices.
PLACE means getting the product to the customer.
Decisions have to be made about channels of distribution and delivery arrangements.
Retail products may go through various channels of distribution.
PROMOTION means presenting the product to the customer. It involves the packaging
and presentation of the product, its image, its brand name, advertising and slogans, brochures,
literature, price-lists, after-sales service and training of staff, trade exhibitions and fairs,
public relations, etc. Every product must possess a UNIQUE SELLING PROPOSITION, i.e.
the features and benefits that make it unlike any other product in its market.
Everyone who works for the company must "think marketing"

MARKETING

Danas, marketing ima uticaj, često zapravo i kontroliše, skoro svaki deo aktivnosti
kompanije.

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Marketing koncept može se jednostavno objasniti kao što ovde sledi:

1) Moramo da proizvodimo ono što kupci žele, ne ono što želimo da proizvedimo;
2) Moramo da stavimo kupca na prvo mesto; to znači da moramo tako da organizujemo
preduzeće;
3) Moramo da saznamo šta kupac želi, pa ćemo sprovesti istraživanje tržišta;
4) Mi moramo tačnda obezbedimo tačno šta kupac zahteva i mi to možemo nudeći
pravi marketing miks - takozvani "četiri Ps ', tj
a) pravi proizvod
b) po pravoj ceni
c) dostupan preko pravih kanala distribucije, odnosno mesto
d)sve predstavljeno na pravi način: Promocija
PROIZVOD nije samo kolekcija komponenti; to je slika proizvoda, dizajn, kvalitet i
pouzdanost, kao i njegove mogućnosti i prednosti. Proizvodi imaju životni ciklus, a
kompanija kontinuirano razvija nove proizvode za zamenu onih čija prodaja opada i dolazi do
kraja svog životnog ciklusa.
CENA olakšava potrošaču da kupi proizvod.
Cena uzima u obzir vrednost proizvoda i njegov kvaliteta, sposobnost kupca da ga plati,
obim prodaje koji je potreban i cene sklađene od strane konkurenata. Suviše niska cena može
smanjiti obim prodaje baš kao i suviše visoke cene.
MESTO znači dostavljane proizvoda do kupca. Moraju da se donose odluke o kanalima
distribucije i uslovima isporuke.Maloprodajni proizvodi mogu ići kroz različite kanale
distribucije.
PROMOCIJA znači predstavljanja proizvoda do kupca. To uključuje pakovanje i
prezentaciju proizvoda, imidž, brend, reklamiranje i parole, brošure, literaturu, cenovnike,
garancije i obuku osoblja, trgovinske izložbe i sajmove, odnose sa javnošću, itd. Svaki
proizvod mora imati jedinstvene uslove prodaje, odnosno funkcije i prednosti koje ga
razlikuju od bilo kog drugog proizvoda na tržištu. Svako ko radi za kompaniju mora "misliti
marketing".

4.UNIT26

OFFERS

By submitting an offer, the seller declares his willingness to sell certain goods at certain
prices and on certain terms. The price at which the seller offers the goods, and the offer
containing the price, are called quotation. Quotations are sometimes made in the form of the
pro-forma invoice. A tender (US bid) is a quotation for the supply of goods or the
performance of work made in response to an invitation to tender. (This term is also loosely
applied to the whole system of awarding contracts on a tender basis.)
Offers can be made orally or in writing. Verbal and telegraphic offers should be
confirmed by letter. Frequently offers are prepared on printed forms (quotation forms), which
are mailed either with or without a covering letter.

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Offers may be submitted in answer to an enquiry (solicited offers), or without an

enquiry having been made (unsolicited or voluntary offers).
Unsolicited offers are sent to old customers to inform them of a special opportunity, or
to "revive inactive accounts", that is, to win back old customers who have ceased sending
orders. To create new business, businessmen send unsolicited offers and sales letters to a
carefully chosen list of potential customers (mailing list).
An offer is firm, that is, binding on the seller, unless it contains a clause to the contrary.
If the seller makes a firm offer, he undertakes to supply the goods in question at the prices and
on the terms stated, provided the offer is accepted within reasonable time. The seller often
fixes a time limit for acceptance, for example, "this offer is firm subject to acceptance by 10 th
June".
A firm offer can be withdrawn at any time before the buyer has mailed his acceptance
(order). Once the acceptance has been mailed, the seller can revoke his offer only with the
buyer's consent.
He may also stipulate that "the prices are subject to change without notice", that the
goods are "subject to being unsold", etc.
A complete offer should cover the following points:
1. Nature and quality of the goods offered
2. Quantity
3. Prices and discounts /if discounts are granted/
4. Delivery period
5. Terms of delivery
6. Terms of payment
If necessary, the offer is supplemented by printed material, illustrations, samples or
patterns. Should the offer fail to produce a response, follow-up letters may be sent. The reply
of a seller to the enquiry of a buyer with whom he does regular business does not need to be
more than polite and direct. The required information is given simply and clearly, and nothing
more is necessary.

PONUDE

Podnošenjem ponude, prodavac izjavljuje da je spreman da proda neku robu po

određenim cenama i pod određenim uslovima. Cena po kojoj prodavac nudi robu, a ponuda
sadrži cenu, naziva se predračun.Pedračuni su ponekad napravljeni u formi profakture. Tender
(US ponuda) je predračun za nabavku robe ili sluga napravljen kao odgovor na poziv za javno
nadmetanje. (Ovaj termin se takođe primenjuje na ceo sistem dodele ugovora na osnovu
tendera.)
Ponude mogu biti u usmenoj ili pisanoj formi. Usmene i telegrafske ponude treba da
budu potvrđene pismom. Često su ponude pripremljene na štampanim obrascima
(predračuni), koji se šalju poštom sa ili bez propratnog pisma.
Ponude se mogu prikupiti kao odgovor na upit (prikupljene ponude), ili ako su
napravljene bez upita (neželjene ili dobrovoljne ponude).

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Neželjene ponude se šalju starim kupcima da budu obavesteni o posebnoj ponudi, ili da
"obnove neaktivne račune", to jest, da povrate stare kupce koji su prestali da šalju narudžbine.
Da bi kreirali nov biznis, biznismeni šalju neželjene ponude i prodajna pisma na pažljivo
odabranoj listi potencijalnih kupaca (mailing liste).
Ponuda je fiksna, to jest, obavezujuća za prodavca, osim ako klauzulom nije određeno
drugačije. Ako prodavac napravi fiksnu ponudu, on se obavezuje da obezbedi robu po ceni i
pod uslovima koji su navedenim, pod uslovom da je ponuda prihvaćena u razumnom roku.
Prodavac često određuje rok za prihvatanje, na primer, "ova ponuda je fiksna ukoliko
prihvatite do 10. juna".
Fiksna ponuda može biti povučena sve dok kupac ne pošalje svoj pristanak
(porudžbinu).Kada ponuda bude prihvaćena, prodavac može da promeni svoju ponudu samo
uz saglasnost kupca.
On takođe može zahtevati da su"cene podložne promenama bez najave", da je roba
"predmet je neprodat", itd
Kompletna ponuda treba da podrazumeva sledeće tačke:
1. Poreklo i kvalitet ponuđene robe
2. Količina
3. Cene i popusti / ako se popusti odobravaju /
4. Rok isporuke
5. Uslovi isporuke
6. Rokovi plaćanja
Ako je potrebno, ponuda je dopunjena štampanim materijalom, ilustracijama, uzorcima
ili obrazcima. Ukoliko ponuda ne bude prihvaćena, mogu se poslati propratna pisma. Odgovor
prodavca na upit kupca sa kojim redovno posluje, treba da bude ljubazan i direktan. Potrebne
informacije treba da budu jednostavne i jasne i ništa više od neophodnog.

5.UNIT 28
INQUIRIES (ALSO SPELT: ENQUIRIES)

The need for information arises daily in almost every type of business. The reasons for
writing a request letter, i.e. an inquiry are many, namely:
1) to obtain information about the supply of goods
2) to receive printed matter / booklets, leaflets, catalogues/
3) to get sample products
4) to order merchandise
5) to obtain information as for terms of payment, delivery terms, method of transport,
insurance
Most letters of inquiry are short and simple, so much so that many firms have adopted
the practice of sending printed inquiry forms, thus eliminating the need for a cover letter. As
a prospective buyer, the writer of an inquiry introduces himself, stating briefly and clearly
what he is interested in. At this stage, this is all the receiver of the letter needs to know. If a
prospective customer approaches suppliers for the first time, it is useful to tell about his own

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business, the kind of goods he needs and what they are required for. In the case of customers
of long standing or repeated order, the inquiry may be very simple. Often a phone call will
do. When writing this type of a business letter, do not forget to make your inquiry easy to
answer.

UPITI

Potreba za informacijom nastaje svakodnevno u skoro svakoj vrsti posla. Razlozi za

pisanje zahteva, upita su mnogi, naime:
1) Da dobiju informaciju o ponudi proizvoda
2) Da prime štampana pitanja/brosure, letke, kataloge/
3) Da dobiju uzroke produkata
4) Da naruče robu
5) Da dobiju informaciju o uslovima plaćanja, uslovima dostave, metodi
transporta, osiguranju
Većina pisama upita su kratka i jednostavna, toliko da su mnoge firme usvojile praksu
slanja štampane istrazne forme, tako da eliminišu potrebu za propratnim pismima. Kao po
tencijalni kupac, pisac upita upoznaje samog sebe navodeći kratko i jasno za sta je
zainteresovan. U ovoj fazi, ovo je sve sto primalac pisma treba da zna. Ako potencijalna
mušterija pristupa dobavljačima prvi put, korisno je da im kaže nesto o svom poslu, kakva
vrsta proizvoda mu treba o za šta mu treba. U slučaju dugogodišnje mušterije ili mušterije
koja ima ponovljeni nalog, upit može da bude vrlo jednostavan. Često će biti dovoljan
telefonski poziv. Kada je u pitanju pisanje ovakvog poslovnog pisma, ne zaboravite da
napravite svoj upit lakim za odgovaranje.

Ključni termini:

Inquiries - formal requests for necessary information

Upiti - formalni zahtevi za potrebnim informacijama

Brochures - very important instrument of economic or political propaganda. 

They have the task to create a favorable opinion on the idea of propaganda, and wider
confidence in the manufacturer of a product or some recommendations.
Brošure - veoma značajno sredstvo ekonomske ili političke propagande. Imaju zadatak
da kod potrošača stvaraju povoljno mišljenje o propagandnoj ideji i šire poverenje u
proizvođača, nekog proizvoda ili neke preporuke.

Merchandise - goods that are bought and sold

Roba – dobra koja se kupuju ili prodaju

Information - received and understood message.

Informacija - primljena i shvaćena poruka

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 English language

Supplier - the manufacturer or another entrepreneur from whom the goods are supplied
for resale or end use. The supplier can work in its own name and for its own account or on
the authority, on behalf of others.
Dobavljač - je proizvođač ili neki drugi preduzetnik kod kojeg se nabavlja roba za
dalju prodaju ili krajnju upotrebu. Dobavljač može raditi u svoje ime i za svoj račun ili, po
ovlašćenju, za tuđi račun. 

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