Vocabulary in Context (Units 8-10)

Unit 8: Presenting at Meetings

Products
 Niche luxury products
 Mass-market products
 More upmarket products: Productos más exclusivos
 Standard/Tailored/Customised products (estándar / a medida / personalizados)
 Imported brands in the market
 The presence of adequate storage and handling facilities
 The (ice-cream) industry is vulnerable to foreign exchange fluctuations.
 The product’s shelf life ranges from … to …depending on the conditions of its storage. (La vida
útil del producto varía de ... a ... según las condiciones de su almacenamiento).
Market assessment
 A head/ per head / per capita. Income per capita - an increase in per-capita income levels
 Growing affluence in the country: The state of having a great deal of money; wealth.
 Market growth rate: Tasa de crecimiento del mercado. Economic growth rate of 8%.
 Be estimated to be worth a total of $...
Be forecast to (increase)
 Consumption is largely influenced by (quality, packaging, etc.).
 There is still a large market for
Players
Dominant / domestic (nacionales) / local / national / multinational / global brands
Major brands
Major players selling on (the Chinese) market
Market leader
 The company has/holds a (36-per-cent) share of the country’s (ice-cream) market.
Actions
Positioning of brands in existing markets
Budget available for new ventures (riesgos)
A joint-venture (proyecto conjunto) partner for marketing, storage and distribution .
A plan of action
To build more production facilities
To set a price
To market a product (where)
To break into a new market
 To expand operations in a foreign country
 To introduce a major drive (impulse) Increased spending power is driving the market.
To allocate % of budget towards sth
To double production capacity
To launch a new product
Competing
To squeeze a market in a bid to (increase market share)
In an effort to capitalise on (growing niche markets)
To capture market share
To overtake (another country) as the leading market for (consumer goods)
Go about doing sth
To advertise heavily
Gain more market
To position a product
Be savvy to sth /doing sth
Boost sales
To provide quality products at competitive prices
Expand product lines in a country
Market penetration
Presentations
Get down to the finer details.
To give sb more background.
Unit 9: Advertising and Customers
A medium (sing) / Media (plural)
Print advertising
To increase brand awareness
To boost sales and increase market share
To maintain customer loyalty
A product launch
A brand-building activity
Promotional activities
Banner ads
Classified ads in the newspaper
Point-of-sale displays
Product endorsement (promoción de producto)
To recall a particularly good commercial
1. Raise, raised: move sth up.
 2. Rise, rose, risen: come or go up, get higher. (Prices)
3. Arise, arose, arisen: appear, begin (abstract. eg: a difficulty has arisen)
4. Arouse, aroused: awaken, cause to become active (suspicion, interest, attention).
Valueless / Worthless // Priceless/ Invaluable
Household
Buying habits / Buying patterns
Soar (remonatar, elevar)
A cost-effective medium (rentable)
Boost the effectiveness of advertising
To reach a target audience
Get sb’s attention
The mood of the target audience
To achieve maximum audience
To promote a product
A promotional activity
Point of purchase
Put together a proposal based on the size of the budget
A glossy monthly magazine
Buy slots within prime time (tragamonedas)
A broad range of potential consumers
TV viewers
A product featured in a commercial
A rising barrage of ads (una avalancha creciente de anuncios)
Open market
Retail sector
Marketplace
To pick and choose
Consumer power
Implications of consumers’ unprecedented strength for business
Highly transparent prices
Old business divisions crumble
Provide credibility
Hence (por lo tanto)
The confidence level of the average consumer
Advertisers
Marketers
Frequent flyers
 Cookies: tracers / Track users
Be constantly bombarded with too much advertising and marketing
Marketing consultants
Claims made for products
Unit 10: Advertising and the Internet
Traditional media / Non-traditional media
Internet advertising
E-commerce – e-shopping
Internet fraud
Call in at (a travel agent’s)
Browse through (the inventory of local dealers)
Get a quote for a product
Book tickets
Click on a banner ad
Pick up great bargains (offers)
Shop around
Filter out ads / Screen out
Have products in stock / Have a product sent on
Customise a purchase
Haggle over / trade-in value
To research/track your planned purchase
Get taken for a (pretty big) ride
Get the feel of sth at a showroom
To be in the right frame of mind to (do sth)
Brand advertising
Redirect people to a website / Website address
Spoof ads: fake
To forecast sales
Salesperson / Manage after-sales service
To commercialise information
To undercut
A straightforward business
A disparity between
Advertising takes up % of the budget. Devote % of your advertising budget to sth.
Kick off by (asking): Empieza preguntando algo.
It came as a bit of a shock to (see…)