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BUSINESS ENGLISH · BUSINESS ISSUES · INTERMEDIATE (B1-B2)

SPECIALISED
BUSINESS
VOCABULARY -
PART 1 (MARKETING)

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1 Warm up

In pairs, answer the following questions.

1. What does a marketing department do?

2. What specific tasks does the marketing department for your company do?
3. How important do you think marketing is? Why?

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2 Vocabulary focus

Part A: Match the definitions to the highlighted vocabulary in the sentences.

1. Our agency (n) deals with the marketing needs of several major companies.

2. After the poor sales performance last year, they are rethinking their branding (n) as they think they
are aiming at the wrong customers.

3. they’ve just paid over £10,000 to an instagram influencer to give them an endorsement (n) on her
page.

4. It’s an interesting product, but I don’t think it’s very marketable (adj.) as I don’t really know who
would want to buy it.

5. It’s quite expensive, but it is only supposed to appeal to a niche (adj.) corner of the market. we
rarely sell more than 1000 in a year.

6. They’re trying to think of a new slogan (n) for their product that they can use in a song to appeal
to the children’s market.

7. Our marketing strategy (n) has been to get people talking about the products on social media
rather than advertising them directly.

8. We’re planning to sponsor (v) a local football team to wear our company’s name on their t-shirts
which will help raise our profile in the local area.

a. a phrase or word that is designed to be easy for people to remember

b. being only of interest to a limited number of people

c. the act of a company giving products and services a particular name to appeal to the customers
they want to attract

d. the process of making plans to achieve a particular goal

e. pay the costs of something in order to use it to advertise your products or services

f. a business that provides a service to other businesses

g. a statement made publicly in support of a particular product or service

h. being easy to attract customers to and sell

Part B: Decide which is the best part of speech to complete the sentence.

1. I think it’s a great idea, but let me talk to my agent / agency about it first. They will probably have
a lot of contacts in the market who we could talk to first.

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2. I always buy that branding / brand of jeans because they are great quality and last so long.

3. The response to the new face cream has been amazing and we’ve had endorse / endorsements
from several celebrities for free. Just because they love it so much.

4. I’ve been selling to this market / marketable for around five years now and I’ve learned a lot about
what does and doesn’t work.

5. I think we need to be quite strategic / strategy about how we use social media as there is too
much marketing done that way these days.

6. We’re planning on sponsorship / sponsoring a number of sports events around the country over
the summer to raise awareness of our brand.

Part C: Now in pairs, discuss the following questions.

1. Does your company use any agencies to do work for them? If so, what do they do? If not, why
not?
2. Does your company sponsor any person or event to get publicity? If so, what do they sponsor? If
not, why not?
3. In your opinion, which was the most memorable slogan for a product that you have heard?
4. What’s an example of a niche product you can think of?
5. Which products or services that your company offers do you think are the most marketable?
6. Which branding is the most attractive to you as a customer? Why?
7. If a celebrity gives an endorsement to a product, does it change the way you think about them?
8. Do you have a strategy for your career? If so, what is it? If not, why not?

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3 Reading - Part 4

Read the article below about Renee Cauldfield’s view of marketing. Are sentences 1 - 7 ‘Right’ or
‘Wrong’? If there is not enough information to answer ‘Right’ or ‘Wrong’, choose ‘Doesn’t say’.

Renee Cauldfield
Marketing executive

After over a decade of working for a marketing agency, I’m still surprised at how many people in business don’t
understand the details of what it is that I do. In my experience, most people know about marketing, but few
business leaders know what it actually involves or more importantly, why it is needed.

Developing a marketing strategy isn’t just about encouraging people to buy your products and organising your
branding, it’s about understanding what actually makes your products marketable: what works and doesn’t work.

You’d be surprised how much energy is put into getting endorsements from famous celebrities and thinking up
clever slogans that they hope people will remember when they are not at all suitable for the product.

I once worked with one company that was planning to spend thousands to sponsor a well-known footballer to
promote their clothes. But they had such a niche appeal that it would have made no difference to sales at all.
Marketing can save you time, money and energy by focusing on what really matters.

1. Renee has been in her field for less than nine years.

a. Right b. Wrong c. Doesn’t say

2. Renee believes that the majority of people don’t understand what marketing is about.

a. Right b. Wrong c. Doesn’t say

3. Renee thinks that executives need a greater understanding of why marketing is essential.

a. Right b. Wrong c. Doesn’t say

4. Maximising sales is the most important aspect of marketing in Renee’s opinion.

a. Right b. Wrong c. Doesn’t say

5. According to the article, having a good slogan for your product isn’t always useful.

a. Right b. Wrong c. Doesn’t say

6. Renee was able to use a footballer to increase sales for a company she worked with.

a. Right b. Wrong c. Doesn’t say

7. Renee believes that marketing is just as important to a company as their sales.

a. Right b. Wrong c. Doesn’t say

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4 Reading - Part 2

Look at the list of chapters in a book about marketing below. For questions 1 - 6, decide which chapter
A - H of the list each person below should consult. For each question, choose the correct letter (A-H).
Do not use any letter more than once.

a. Choosing the right influencer for your brand

b. Creating value in the minds of customers

c. Communication! Keeping up to date with other departments.

d. Radio, TV and Social Media advertising. Which is right for you?

e. Getting the branding right - appealing to the right demographic

f. Managing marketing departments - what you need to know

g. The Fame Game - using celebrities

h. Going viral - how to create a successful campaign

1. Brandon wants to use social media for marketing and create something which will be shared by a
lot of people online.

2. Shona has just been promoted after working in a marketing department for five years.

3. Elsa feels that other departments in the company don’t really know what the marketing
department she manages does.

4. Stefan wants to encourage 16 - 24 year-olds on social media to take an interest in the product he
wants to promote.

5. Jinny isn’t sure which is the best choice: audio or video advertising for the product she’s marketing.

5 Speaking

Your teacher will give you and your partner a card. Spend one minute preparing to talk about the
subject on your card. Student A should go first and talk about their subject for about one minute.
Student B should listen. When Student A has finished, Student B should say which of the points they
think is the most important. When you have finished, do the same with Student B.

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6 Self assessment

Complete the following table to decide what you have learned in today’s lesson.

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