Early energy sources were simple; fire was discovered to heat things, and then along came conversion – such as fire under a kettle producing steam. But times have changed, and the impact of using non-renewable sources of energy, or fossil fuels, is one that we can no longer afford to ignore. Putting the climate change debate aside, there are real commercial opportunities that businesses and governments can, and should, consider.
As author and marketing master Seth Godin once said: marketing is a competition for people’s attention. And in today’s hyperconnected world, that competition is really tough! Standing out from the crowd requires us to put a lot of energy into marketing.
The best companies spend this energy strategically. They direct their marketing efforts at the right people, with the right methods. And if you sit around a table with a good marketing team, you’ll need to understand – and use – the special language of marketing. For example, you might hear expressions like “to increase customer engagement.” Or “to capture market share.”
In English, this kind of expression is called a collocation. A collocation is a natural combination of words. Native speakers use collocations all the time without thinking about it. They don’t say “catch” market share, or “trap” market share. They always say “capture” market share. They remember the words together. And you can too. You can learn collocations to understand better, and to sound more natural.
In this lesson, we’ll look at collocations used to discuss marketing. We’ll hear a dialog between three people on a marketing team: Nathan, Camille, and Theo. In our last lesson, the team talked about market research. Today, we’ll hear them talking about some specific marketing activities. They’ll use lots of marketing collocations to describe their activities. Try to pick these out, then we’ll go through them later in the debrief.
Listening Questions
1. What does Camille say was the goal of the magazine and TV ads?
2. What type of marketing activity does Camille say they need to improve?
3. What does Nathan identify as the main purpose of the activity that Camille said they need to improve?
Welcome back to Business English Pod for today’s lesson on English collocations for discussing marketing activities.
Great marketing is at the heart of business success. This was just as true 100 years ago as it is today. Of course, the digital age has brought new methods of marketing, but the basic goals of marketing haven’t really changed. I mean, first of all, you want customers to know about your products and services. In the world of marketing, that’s what we call “brand recognition.” But it’s not just about recognition, it’s about making sales, and “capturing market share.”
As you heard, in describing the goals of marketing, I used two expressions that you might be familiar with: “brand recognition” and “to capture market share.” We call these kind of expressions collocations. A collocation is a natural combination of two or more words to talk about a single idea. You might think of collocations as chunks of language. And it’s usually easier, and more natural, to remember these chunks rather than learning individual words.
Every area of business has its own special expressions, or collocations. And learning these collocations will help you not only understand what others are saying, but communicate your own ideas more clearly. In this lesson we’re going to focus on collocations you can use to talk about marketing activities.
In today’s dialog, we’ll listen to a discussion by a marketing team at a home furnishings company. You’ll hear Nathan, who is leading the meeting, as well as Theo and Camille. They are discussing the company’s market research, their goals, and how to measure progress toward those goals. Try to pick out the collocations they use, and we’ll talk about them later in the debrief.
Listening Questions
1. What does Theo say the process of market research has helped them do?
2. What does Camille say the data from research has helped them do?
3. Near the end of the dialog, what does Nathan say they’ve talked about doing?
If you tuned in last time, you’ll remember that a metaphor is when you compare something you’re talking about to another idea. A classic example of a metaphor is “time is money.” But, if you really want to use metaphors to take your English to the next level, you’ll need to learn to think outside the box.
Welcome back to the Skills 360 for today’s lesson on using metaphors to make your speech more powerful.
Have you ever heard of Alfred Sloan? He was the head of General Motors during the Great Depression. He once gave a speech where he talked about GM at the time as a “great ship in a fierce storm.” From that description, you get a sense of danger, of a big boat getting tossed around in the unpredictable ocean waves. And you can imagine that everyone on that ship has to work hard to get through the storm which, like all storms, would one day end.
Welcome back to Business English Pod for today’s lesson on participating in a scrum stand-up meeting.
Most people I know would agree that the best meetings are those that are short and focused. And that’s exactly how a daily scrum meeting is designed. Scrum is an approach to project management, especially in software development. Every day the scrum team has a short meeting where everyone gives an update.
In a good scrum meeting, those updates should only take 15 minutes. The scrum master keeps everyone focused. That may mean he or she sidebars any discussion that doesn’t relate to the three questions everyone should answer. And what are those three questions that you should answer in a scrum stand-up meeting?
Firstly, you should report what you have been working on. That normally means telling everyone what you accomplished the day before. Next, you’ll let everyone know what you’re going to work on next, or on the day of the meeting. Already you can notice that the meeting focuses on a limited time period.
The third question you’ll answer is whether you face any impediments. An impediment is an obstacle or challenge. Removing those impediments is the job of the scrum master, but your fellow team members may also be able to help. For that reason, you might ask for assistance during the meeting. When everyone’s finished their updates, the scrum master will close the meeting. But not before outlining sidebar topics for discussion after the meeting.
In today’s dialog, we’ll rejoin a scrum meeting at a software company. The team is working on a new piece of software for a logistics company. We’ll hear Jill, the scrum master, and Katherine, who’s giving her daily updates. We’ll also hear from Sam, who you might have heard give his own updates in our last lesson.
Listening Questions
1. What does Katherine say she will be working on today?
2. What is the first impediment Katherine reports?
3. What does Katherine want help with?
Welcome back to Business English Pod for today’s lesson on conducting a scrum stand-up meeting in English.
Not everyone likes meetings, and for good reason. Many meetings are poorly organized and poorly run. But meetings are a necessary part of work and business, especially in project management. For this reason, it’s important that we find ways to have good meetings.
If you’ve worked in software development, especially agile environments, you’ll know about one excellent kind of meeting called a scrum or stand-up meeting. Scrum is an approach to software development that uses cross-functional teams. Each day, the team has a short stand-up meeting where people update others on progress, plans, and challenges.
Whether or not you work in software development, leading a scrum style meeting is a useful experience. You’ll have to do many things that apply to all good meetings. For example, you’ll need to open the meeting and ask for updates. You may also find the chance to suggest collaboration between team members. And the person running the meeting is also responsible for putting aside, or sidebarring, issues that can be discussed after the meeting. These are all techniques that can help you in any kind of meeting, whether you work with scrum or not.
In today’s dialog, we’ll hear Jill, a project manager and scrum master, leading a daily scrum meeting. We’ll also hear two team members, Katherine and Sam. Sam will be first to provide his updates. And, as you’ll hear, Jill will help keep the team focused.
Listening Questions
1. When she opens the meeting, what does Jill suggest they do to stay focused?
2. When Sam says what he is going to do today, what does Jill suggest?
3. What issue does Jill want to “sidebar,” or leave for after the meeting?
In today’s 925 English lesson, we’re going to learn how to talk about your family in English.
In business, and in life, everything is about relationships. And to build relationships, we often talk about our background and our personal life. Of course, you can’t get too personal, but family is a topic that everyone loves to discuss. For most people, family is the reason they work so hard in the first place!
925 English is a new series of English lessons for beginners. 925 English lessons focus on English expressions that you can use in work and business. Each 925 English lesson features English phrases and expressions you can use in different situations and tips on why and how we use them in Business English. Members: PDF Transcript | Lesson Module | Quiz | MP3 Audio
AI includes machine learning, which may rely on neural nets for deep learning and use complex algorithms. AI also includes autonomous applications and machines such as bots, which use natural language processing for interaction.
Welcome back to Business English Pod for today’s lesson about discussing staffing issues over the phone.
One of a company’s most valuable assets is its staff. A good staff can mean the difference between success and failure. But even with an excellent staff, every manager knows there will be challenges. I don’t mean big problems, just the regular, ongoing challenges of planning, hiring, training, and support.
Everyone knows the importance of communication skills in business, especially when it comes to HR and staffing. But effective communication is even more important on the phone, because everything depends on technique and your choice of words.
Discussing any sort of issue on the phone might start with informing someone, like your boss, of a problem or challenge. And when you do that, you should also be sure to show how you’ve taken ownership of the challenge. Of course, staffing costs money, which means dealing with issues might involve asking for budget approval. And, if you’re discussing turnover of staff, you might also have to outline retention strategies, or ways of keeping good people around. Finally, any time you present an idea, you’ll probably want to want to gauge support for that idea.
In today’s dialog, we’ll hear Cam and Annette. Cam is a production manager for Boston Vintage, an American clothing company with an office in China. Annette works in the China office, and she’s calling Cam to discuss some staffing issues. As you’ll hear, she’s dealing with the resignation of an important company employee.
Listening Questions
1. What does Annette say she could have done to avoid the issue?
2. What are Annette’s ideas about retention, or how to keep good people at the company?
3. Why does Annette ask about “head office” near the end of the dialog?
