UNIT 1

PRESENTATIONS
WHAT MAKES AN EFFECTIVE PRESENTATION?
• WORDS?
• HOW YOU SAY THEM?
 TIPS
• PREPARE AND PRACTISE, PRACTISE, PRACTISE!
• BREATHING TECHNIQUES
• POSTURE
• FACE THE AUDIENCE, NOT THE SCREEN
• EYE CONTACT, DO NOT READ A SCRIPT!
• USE YOUR VOICE EFFECTIVELY
• TEMPO, DON’T SPEAK TOO QUICKLY
• EMPHASIS
• INTONATION
STRUCTURE

• Tell the audience what you are going to say! = Introduction

• Say it! = Main section
• Tell them what you said! = Conclusion
STRUCTURE

A, B, C, D
A = GET PEOPLE'S ATTENTION
B = BENEFIT
C = CREDIBILITY
D = DIRECTION
KEY PHRASES: INTRODUCTIONS

WELCOMING THE AUDIENCE:

• Good morning/ afternoon, ladies and gentlemen!
• Hello/ Hi everyone!
• First of all, let me thank you all for coming here today.
• I am happy/ delighted that so many of you could make it today.
KEY PHRASES: INTRODUCTIONS
INTRODUCING YOURSELF:
• Let me introduce myself. I’m……… from……
• For those of you who don’t know me, my name is…..
• As you may know, I’m the new HR director.
• I’m head of logistics here at…
• I’m here in my capacity as head of accounting.
 KEY PHRASES: INTRODUCTIONS

PURPOSE AND STRUCTURE:

• I’m here today to talk to you about…
• I’ve divided my talk into three parts.
• My talk will take around 40 minutes.
• First I’ll look at…., then I’ll show you…., and finally I’ll say a little about…
• Please feel free to interrupt me during the talk if you have any questions.
• I’ll be happy to answer your questions at the end.
 KEY PHRASES: INTRODUCTIONS

SAYING WHY YOUR TOPIC IS RELEVANT TO YOUR AUDIENCE:

• My talk is particularly relevant to those of you/ us….
• I think you’ll find this useful because…
• By the end of this talk you’ll be familiar with…
EFFECTIVE INTRODUCTION TECHNIQUES

• ASK A (RHETORICAL) QUESTION.

• TELL A STORY/ ANECDOTE.
• GIVE SOME SURPRISING INFORMATION.
• GIVE THEM A PROBLEM TO THINK ABOUT.
• ESTABLISH YOUR CREDIBILITY.
• GIVE AN OVERVIEW AND/OR STATE YOUR GOALS.
 SIGNPOSTING : MAIN BODY

• FIRST POINT: Ok, let’s start with the first point which is….
• NEW POINTS: Moving on to my next point….
• REFERRING FORWARD: I’ll go into this in more detail in a moment.
• REFERRING BACK: In the first part of my talk I mentioned…
• DIGRESSING: If I can just digress (side-track) for a moment…
• VISUALS: As you can see from this next slide…
• HANDLING INTERRUPTIONS: That’s an interesting question. I’ll come back to
that at the end.
KEY PHRASES: CLOSING

• SUMMARIZING: So, just before we finish, let me summarize the

main points again/ To sum up…
• CONCLUDING: Right, let’s stop here. Thank you so much for
your attention.
• INVITING QUESTIONS: And now, if you have any questions, I’ll
be pleased to answer them.
 KEY PHRASES: DEALING WITH QUESTIONS
• GOOD QUESTION: That’s a good question. I’m glad you asked that.
• CLARIFICATION NEEDED: Let me check that I understand. Are you
asking….?
• DIFFICULT QUESTIONS: Well, it’s a very complex issue. What are your
own views?/ Would anyone want to comment on that? (Jane), can you
help me to answer that?
• YOU LACK INFORMATION: I don’t have that piece of information, but I can
find out.
• CONTROL THE TIMING: Ok, I think we have time for one more question.
 USING SLIDES TO SUPPORT YOUR PRESENTATION

• LIMIT THE NUMBER OF SLIDES (10-20-30 RULE)

• USE GRAPHICS AND VISUALS
• LIMIT THE NUMBER OF WORDS
• SPELL CHECK
• ANIMATION
• DON’T READ!
SAYING NUMBERS
• 2,000,000 = two million
• 1.6 bn. = one point six billion
• 12,902 = twelve thousand nine hundred and two
• 12.538 = twelve point five three eight
• 1/2, 1/3, ¾ = one half, one third, three quarters
• 235 m² = two hundred and thirty-five square meters
• 98% = ninety-eight percent
• € 150,000 = one hundred and fifty thousand euro(s)
 SAYING NUMBERS

• In English we use a comma (,) to show thousands and a point (.) to show
the decimal place.
• billion = milliard
• We say two million or ten billion, not two millions or ten billions.
• We say two million dollars, one hundred and seventy pounds (not two
million dollar, one hundred and seventy pound), but euro can be both
singular and plural.
 SAYING APPROXIMATE NUMBERS

- (LESS) +/- (ABOUT THE + (MORE)

SAME)
A LITTLE LESS THAN ABOUT JUST OVER
JUST UNDER ALMOST WELL OVER
NEARLY APPROXIMATELY
AROUND
ROUGHLY
 TALKING ABOUT TRENDS
(PAST SIMPLE & PRESENT PERFECT)

• PAST SIMPLE
• MOVEMENT OR TREND THAT HAPPENED IN THE PAST
• In April, the level of unemployment rose to 5 million.

• PRESENT PERFECT
• MOVEMENT OR TREND THAT STARTED IN THE PAST AND HAS NOT
ENDED
• The number of tourists has risen to 2.6 bn.
 TALKING ABOUT TRENDS
(ADJECTIVES AND ADVERBS)

• ADJECTIVES + NOUNS
• There was a sudden increase in prices.
• In August, we noticed a moderate fall.
• ADVERBS + VERBS
• Sales increased slightly in the summer.
• Over the past months, the number has dropped significantly.
VERBS USED TO SHOW MOVEMENT

UPWARD DOWNWARD OTHER

ACCELERATE CLIMB DECLINE DECREASE FLUCTUATE
DOUBLE EXPAND DROP FALL REMAIN STABLE
GO UP GROW GO DOWN HIT A LOW STABILIZE
INCREASE PICK UP PLUMMET PLUNGE STAGNATE
REACH A HIGH RECOVER SLUMP STAY THE SAME
RISE SOAR
 RECAP
• THE WAY THE PRESENTATION IS ORGANIZED:
• Ideas & visuals
• Information & interesting examples/ stories
• THE WAY THE PRESENTATION IS DELIVERED:
• Rapport with audience
• Eye contact
• Voice (volume, tempo, intonation, emphasis)
• THE WAY THE PRESENTER FEELS ABOUT THE TOPIC, THE AUDIENCE &
HIMSELF/ HERSELF:
• Confident/ relaxed look
• Posture
• Enthusiastic about the topic
• Positive attitude
• Interested in the audience
BUSINESS ACROSS CULTURES
Objectives and outcomes
o define culture
o use common vocabulary often used in business
and/ or cross-cultural communication
o identify and apply cultural frameworks
interpersonal scholar dimension

framework complexity stereotype

inequality unequally tolerance

1. Question 1
Choose the BEST word to complete the following sentence: It took
several years to solve the problem due to its ____ and the
numerous elements involved in the process.

o framework
o dimensions
o stereotypes
o complexity
2. Question 2
Choose the BEST word to complete the following sentence:
Due to recent occurrence of cross-cultural misunderstanding
at the new Asian office, we need a manager with good ____
communication skills.

o scholar
o intercultural
o scholarly
o inequality
3. Question 3
Choose the BEST word to complete the following sentence:

People in our country often avoid public disputes because

they have low ____ for conflict.

o tolerance
o stereotype
o dimensions
o frameworks
4. Question 4
Choose the BEST word to complete the following
sentence:

Jack has excellent ____ skills and is able to maintain good

relationships among his co-workers.

o interpersonal
o scholarly
o dimensional
o tolerance
5. Question 5
Choose the BEST word to replace 'system' in the following
sentence:

The theory provides a system for understanding modern

politics.

o scholar
o stereotype
o dimension
o framework
The sum total of all the beliefs, values and norms shared by a
group of people.

The way you have been conditioned in a society to

think, feel, interpret and react.

CULTURE
The collective programming of the human mind.

All you need to know and believe in order to be accepted

in a society.

A large pool of experience composed of learned programmes for

action and passed on from generation to generation.
Cultures and Culture

• corporate culture (the culture of Microsoft)

• professional culture (the culture of lawyers or doctors)
• gender (the different cultures of men and women)
• age (the different cultures of young, middle-aged, and old
people)
• religious culture (Catholicism, Protestantism, Islam)
• regional culture (Northern and Southern Italy)
• class culture (working class, middle class, and upper
class).
Cultural frameworks
G. Hofstede – “the collective programming of the
mind, which distinguishes the members of one
human group from another”(1991)
Cultural frameworks: The Culture
Iceberg (E.T. HALL, 1991)
things which you can
recognise quite easily

things which take some

time to recognise

things which you recognise

only when you are very
familiar with a culture.
Cultural frameworks: The Onion
CROSS-CULTURAL COMMUNICATION
General barriers to effective communication
(environmental barriers, physiological barriers,
psychological barriers)

Barriers that affect cross-cultural communication

Misperception
Misinterpretation (categorization, stereotyping)
Misevaluation
PERCEPTION
STEREOTYPES
 Dimensions of cultures (Geert Hofstede, 1991)

Masculinity/ Power
Femininity Distance

NATIONAL
CULTURE
Uncertainty Individualism
Avoidance / Collectivism
Language of
Time
Hofstede's cultural framework

Power Distance
Hofstede's cultural framework

Individualism/
Collectivism
Hofstede's cultural framework

Masculinity/
Femininity
Hofstede's cultural framework

Uncertainty
Avoidance
Hofstede's cultural framework

Pragmatic/
Normative
Hofstede's cultural framework

Indulgence
Restraint
Hofstede's cultural framework

Long Term
Orientation
 a. The degree to which people can:
Power Distance Index • Take risks
(PDI) • Accept conflict and stress
• Work without rules
Uncertainty b. The degree to which people:
Avoidance Index (UAI) •Have a short- or long-term view of their work
•Accept convention
•Persevere with a job
•Spend or invest
Individualism/ c. Acceptance of unequal distribution of power – the degree to
Collectivism (IDV) which:
Employees are independent
Structures are hierarchical
Bosses are accessible
People have rights or privileges
Progress is by evolution or revolution
Masculinity/ d. The degree to which people:
Femininity (MAS) •Work in groups or alone
•Relate to their tasks or to their colleagues
Long-Term e. The degree to which people:
Orientation (LTO) •Believe in consensus
•Put work at the centre of their lives
•Expect managers to use intuition
Cross-cultural competence
The way in which people:

◦ Act toward one another

◦ Deal with customers
◦ Approach work
◦ Dress

◦ Fit the organization’s values, beliefs and norms

◦ Move away from the ‘silo’ mentality, cultural stereotypes

and cultural behaviours
7. Though many people think the biggest obstacle to
international business is understanding foreign
behavior, it is actually ____________.

o becoming aware of your own cultural conditioning and

how it affects your interpretations.
o asking a foreigner to describe people from your own
country and listening to the responses.
o using our own cultural meanings to make sense of a
foreigner’s reality.
ENGLISH FOR MARKETING AND ADVERTISING
THE MARKETING MIX

The marketing mix is the combination of techniques used to market a brand. The
techniques are often called the Ps.

 Product  People
 Price  Physical presence
 Place  Process
 Promotion  Physical evidence
 SWOT ANALYSIS

 Internal factors: strengths and weaknesses - product

 External factors: opportunities and threats - market/ marketplace
BRANDING

What is a brand?
 Brand name
 Trademark – legal protection for the brand/ logo/ name
BRANDING

What is branding?
 Brand image
 Brand essence
 Brand promise
 Brand vision
WORD COMBINATIONS WITH BRAND

 Premium brand
 Economy brand
 Own brand
 Brand leader
 No brand
 Flagship brand
 Co-branding
TELEMARKETING

 Direct marketing  cost per acquisition

 Immediate feedback  cost per inquiry (CPI)
 Captive audience  cost per order.
OUTBOUND MARKETING

 Telemarketers prospects cold list (cold calling)

lead generation phone sales appointment setting

 Mailshot
Follow up call lead conversion
 Trade show

≈ Voice broadcasting
INBOUND MARKETING

 Clients telemarketing firm

Advert
Order
Reservation
Customer services.
ONLINE SHOPPING AND EMAIL ORDER

shopkeeper checkout search by product browse wish list

category
bundles shopping cart/ delivery payment cheque/ check
basket
MAIL ORDER AND THE ORDERING PROCESS

 Buying/ selling goods through the post

 Catalogue/ Catalog – order form (prepaid envelope)
 Telephone hotline – Freephone number/ toll-free number
OUTDOOR ADVERTISING = OUT-OF-HOME (OOH) ADVERTISING

Roadside panels
 Billboards (giant banners or wallscapes)
 Lightboxes (illuminated panels)
 Tri-face billboards
 Scrollers (signs displaying a number of posters, one after the other).
OUTDOOR ADVERTISING = OUT-OF-HOME (00H) ADVERTISING

Street furniture
 Advertising on bus shelters
 Pedestrian panels
OUTDOOR ADVERTISING = OUT-OF-HOME (OOH) ADVERTISING

Transit advertising
 Taxis, buses, trams, trains, etc.
 Vinyl wrapping
OUTDOOR ADVERTISING = OUT-OF-HOME (OOH) ADVERTISING

Ambient media
 back of a receipt
 travel ticket
 floor graphics
OUTDOOR ADVERTISING = OUT-OF-HOME (OOH) ADVERTISING

Digital outdoor advertising

 LED screens
 Digital video billboards
EFFECTIVENESS OF OUTDOOR ADVERTISING

Catchment zone = a network of sites

Eye-catching - sonic posters (sounds),
- 'smelly' posters (smells or odours)
- lenticular posters (showing different images )

Outdoor campaigns: OTS/ coverage/ approach

THE INTERNET

 Internet advertising:
 banners, buttons and skyscrapers
 Pop-ups
 Microsites
 Rich media

 Effectiveness = impressions
THE INTERNET

Search engines
 Search listings
 User query (keyword/ search term)
 Targeted traffic
 THE INTERNET

Search engine marketing (SEM)

 paid search (unpaid search listings ≠ organic listings or unpaid search
listings)
 search engine optimization (SEO) – improve ranking (SERP)
 SEO techniques: - white hat
- black hat (keyword stuffing)