Advanced English lessons by Business English Pod

BEP 423 – English for Marketing 1: Discussing Market Research

BEP — Sun, 30 Aug 2026 16:43:16 +0000

https://traffic.libsyn.com/secure/bizpod/BEP423-Marketing-1.mp3

Welcome back to Business English Pod for the first lesson in our series on English for marketing. Throughout this series we’ll look at different stages in the marketing process. This includes everything from market research to planning and executing an advertising campaign. In today’s lesson, we’ll focus on market research.

Even the greatest products and services don’t sell themselves. In fact, part of what makes them great is the fact that people understand why they need them. Or even if they don’t need them, they are convinced they want them. So a great product without any customers isn’t really great at all.

This is where marketing comes in. Marketers, whether in-house or hired on a contract basis, focus on products, pricing, placement, and promotions. Good decisions in all these areas require good research. Good research helps us understand the people we want to sell to, as well as the other options they may already have.

Discussing market research typically begins with understanding your basic business objectives. From there, you can define the scope of the competitive landscape and begin to segment the market, or break it down into different groups of customers. Market research also helps us understand ROI, or the return on investment in specific types of marketing activities. This is critical, because the things we learn in our research should link directly to the english for marketing activities we choose.

In today’s dialog, we’ll hear a conversation with Francine, an account manager at a marketing agency. Francine is talking to Lauren and Josh, who work for a company that sells safety products as well as training services. Their company is looking to expand into the Midwest region of the U.S., and they’ve hired Francine’s company to help them understand how to do that.

Listening Questions

1. What goal for the market research does Francine mention at the start of the conversation?
2. What new “market segment” do Lauren and Josh identify?
3. Why does Francine question whether they should repeat the brand awareness research they did in the past?

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BEP 401 – Socializing at Work 2: Deepening the Conversation

BEP — Sun, 24 Sep 2023 20:12:25 +0000

https://traffic.libsyn.com/secure/bizpod/BEP401-Socializing-Colleagues-2.mp3

Welcome back to Business English Pod for today’s lesson on English for socializing with colleagues. Today we’re going to look at how to build deeper conversations with colleagues you’ve met for the first time.

When we meet a colleague for the first time, the conversation is usually pretty light. We introduce ourselves, make small talk about the weather, sports, or travel. And we try to build a bit of a connection with people. Listen to a conversation like this, and you’ll notice that people keep their comments pretty short and don’t spend too long talking about themselves.

Once you’ve established that initial connection, you have an opportunity to build rapport by deepening the conversation. While you might talk a bit more personally than the initial conversation, it’s still important to keep it light. And you need to continue with the back and forth dance of a skilled conversationalist.

In this deepening conversation, you might make comments about the place you’re in or the location. Another easy way to get someone talking is to ask them a number-based question, like how long they’ve lived in a certain place, for example. Skilled people also know how to turn the conversation back to the other person and find similarities to build rapport. And once you have some rapport, you’ll be able to contradict or disagree with people politely.

In today’s dialog, we’ll rejoin a pair of colleagues – Jen and Ryan – who’ve just met at a company retreat. In our last lesson, we heard their very first conversation. Now they’re getting to know each other a bit better during a company social event at a bowling alley.

Listening Questions

1. What number-based question does Jen ask Ryan to get him talking?
2. What similarity in background or family situation does Ryan point out?
3. What point does Jen make that Ryan disagrees with near the end of the dialog?

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BEP 400 – Socializing with Colleagues 1: Meeting New People

BEP — Sun, 10 Sep 2023 20:40:39 +0000

https://traffic.libsyn.com/secure/bizpod/BEP400-Socializing-Colleagues-1.mp3

Welcome back to Business English Pod for today’s lesson on English for socializing with your colleagues. In this lesson we’re going to learn how to socialize with colleagues you’re meeting in-person for the first time.

What do you talk about when you meet someone new or see your colleagues socially? Some outgoing people apparently never have to think about it. They’re just natural socializers and feel comfortable with small talk. For most of us though, making small talk with new people or co-workers feels uncomfortable at best, or painful at worst. But it doesn’t have to be.

We call it “small talk” because it’s light, simple, and informal conversation. It’s not serious, deep, or overly formal. Small talk is often about personal matters, but not too personal if it’s at work. We often talk about places or things that are safe and avoid controversial topics. And there’s a flow to small talk that can be tricky to master. Your comments can’t be too short, or you’ll seem rude. But if they’re too long, people will lose interest.

So what can you talk about if you’re meeting colleagues for the first time at say a conference or a company retreat? Well, some key topics include your name and job, of course, but also places and travel. And key strategies include building on other people’s comments, making guesses or inferences, and using unfinished sentences to invite other people to speak. With a handle on these approaches, you can comfortably chat socially with your colleagues.

In today’s dialog, we’ll hear a conversation at a company retreat. People from a large company are gathering for meetings and team-building. We’ll hear Michelle, Jen, and Ryan meet each other for the first time. In their conversation, you’ll hear the topics and strategies that I just mentioned.

Listening Questions

1. What information does Jen give in her short personal introduction?
2. What comment or fact given by Michelle does Jen build on with a further comment?
3. What does Jen ask Ryan about once he has introduced himself?

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BEP 396 – Strategic Decision-Making (2)

BEP — Sun, 16 Apr 2023 22:35:38 +0000

https://traffic.libsyn.com/secure/bizpod/BEP396-Strategic-Decisions-2.mp3

Welcome back to Business English Pod for today’s lesson on making strategic decisions. This is the second of a pair of lessons on business strategy.

According to the old saying, good ideas are a dime a dozen. There’s no shortage of possibilities in business. But not all those ideas and possibilities are equal. You have to be able to sort out which ones are the right fit for your business. Given limited time, resources, and capacity, you can’t chase after every shiny new thing that comes along.

This is where strategy comes in. Strategy helps you separate the excellent business opportunities from all the merely good ideas. Strategy allows you to say yes to the right ones, and no to the rest. Without a strategic perspective, companies are doomed to go the way of Blockbuster.

Strategic decision-making involves asking whether your company is the right company to pursue the idea. That means assessing whether it plays to your strengths and fits with your brand. It also means discussing the opportunity costs, or the things you’ll be giving up to pursue the new idea. And any new opportunity has to have long-term potential. It can’t just be a flash in the pan.

In today’s dialog, we’ll rejoin Paolo, Adrian, and Michelle, who work for a solar panel company. The company has traditionally focused on commercial projects. Now they’re discussing whether it’s a good idea – strategically speaking – to get into the residential market.

Listening Questions

1. Why is Adrian concerned about the opinions of residential customers?
2. What does Adrian say is the focus of their company’s brand?
3. What is Michelle’s concern about the idea of providing energy audit services?

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BEP 395 – Strategic Decision-Making (1)

BEP — Sun, 26 Mar 2023 19:59:04 +0000

https://traffic.libsyn.com/secure/bizpod/BEP395-Strategic-Decisions-1.mp3

Welcome back to Business English Pod for today’s lesson on strategic decision-making. This is the first of a pair of lessons on business strategy.

Every day, business leaders face tough decisions that involve difficult trade-offs. Should we put our time and money into a new opportunity or build capacity in our current operations? Should we partner with company X or company Y? Should we expand east or west?

These decisions are often informed by an overall corporate strategic plan. But that plan can’t account for all possible futures. Big picture plans don’t make the decisions but rather support decision-making. And when the world seems more uncertain, complex, and volatile than ever, the stakes are high for every decision.

There’s lots to consider when making a strategic decision. For starters, we need to think about how the decision aligns with our main goals. For new opportunities, we need to think about growth potential, costs, and profit margins. And we need to be sure we have the right competitive advantage to pursue the opportunity.

In today’s dialog, we’ll listen to a conversation between Paolo, Adrian, and Michelle. They work for a solar panel company that has focused on commercial projects and corporate clients. Now they’re debating the strategic merits of a possible move into the residential market.

Listening Questions

1. After talking about overall goals, what does Paolo get very excited about?
2. What topic does Adrian have many questions about?
3. At the end of the conversation, why does Paolo believe they will be successful in the residential market?

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Download: Podcast MP3>>> The post BEP 395 – Strategic Decision-Making (1) first appeared on Business English Pod :: Learn Business English Online.