Inglés Developing Good Business Practices

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2
Contenido
CARTA DE PRESENTACIÓN 7
Contenido programático 7
COMPETENCIAS 7
Estrategias de aprendizaje 8
Evaluación del aprendizaje 9
RECURSOS 10
BIBLIOGRAFÍA 11
Business Structure
Family based businesses 13
This chapter 13
What do you know? 13
Vocabulary 14
Reading 15
Check understanding 16
Listening 16
Linguistic awareness 17
Writing: Think about it 18
Virtual Tutorship: speaking 19
Business Structure
Corporate Businesses 21
This chapter 21
Vocabulary 21
Reading 22
Check Understanding 23
Virtual Tutorship: Speaking 25
LOGISTICS
Preparing your products for the market 27
This chapter 27
Vocabulary 28
Reading 29
Listening 34
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LOGISTICS
Business Location 39
This chapter 39
Vocabulary 40
Reading 41
Writing: 43
CLIENTS 45
Attracting new clients 45
This chapter 45
Reading 47
Listening 50
CLIENTS 57
Keeping old clients 57
This chapter 57
Vocabulary 58
Reading 59

Listening 62
Writing: 64
SOCIAL RESPONSABILITY 65
Environmental Responsibilities 65
This chapter 65
Vocabulary 66
Reading 67
Listening 68
Social Responsibility
Community Development 71
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This chapter 71
Reading 72
Lenovo Social Investment 73
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Developing good
business practices
Eliana María Osorio Saez
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CARTA DE PRESENTACIÓN
El curso Developing good business practices hace parte del tercer ciclo del programa de inglés de la Uni�
versidad Autónoma de Manizales en alianza con Edupol. Este tercer ciclo pretende que el estudiante de
los programas profesionales de la Facultad de Estudios Sociales y Empresariales de la UAM, desarrolle
de forma integral las competencias comunicativas en inglés en el nivel B2 de acuerdo con el marco de
referencia europeo para el aprendizaje y la evaluación de las lenguas.
En este curso de inglés con propósito específico, el estudiante se aproximará y reforzará conceptos
propios de su área de conocimiento en inglés, lo que le permitirá ser capaz de leer, escuchar, hablar y
escribir con propiedad de temas relacionados con estructura de negocios, logística, clientes y respon�
sabilidad social.
Contenido programático
El desarrollo temático está dado en 4 capítulos: el primer capítulo habla de la estructura de los nego�
cios. El cap��
í��
tulo dos está enfocado a los aspectos relacionados con la logística. En el capítulo tres se de�
sarrolla con propiedad el concepto de clientes en cuanto a la consecución de nuevos y la conservación
de los antiguos. En el capítulo cuatro se analiza y discuten diferentes formas a través de las cuales las
empresas evidencian su responsabilidad social.
Chapter 1 Estructura de negocios

Chapter 2 Logística
Chapter 3 Los clientes
Chapter 4 Responsabilidad social
COMPETENCIAS
En este tercer ciclo del programa de inglés de la Universidad Autónoma de Manizales en su alianza
con Edupol busca que el estudiante pueda en inglés poner en práctica los conocimientos específicos
del área de formación a través de su habilidad para leer textos escritos, comprender textos orales, así
como producir estos mismos tipos de texto. El marco de referencia europeo para el aprendizaje y la
evaluación de las lenguas, determina las competencias a desarrollar, dichas competencias están situa�
das en el nivel B2.
El nivel B2 se adquiere cuando el estudiante es capaz de entender las ideas principales de textos com�
plejos que traten de temas tanto concretos como abstractos, incluso si son de carácter técnico siempre
que estén dentro de su campo de especialización; cuando puede relacionarse con hablantes nativos
con un grado suficiente de fluidez y naturalidad de modo que la comunicación se realice sin esfuerzo
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por parte de ninguno de los interlocutores y cuando puede producir textos claros y detallados sobre
temas diversos así como defender un punto de vista sobre temas generales indicando los pros y los
contras de las distintas opciones.
El Marco común europeo de referencia para las lenguas delimita las capacidades que el alumno debe
controlar en cada uno de los niveles para las categorías comprender, hablar y escribir. La categoría com�
prender integra las destrezas comprensión auditiva y comprensión de lectura; la categoría hablar inte�
gra las de interacción oral y expresión oral y la categoría escribir comprende la destreza expresión
escrita. Para el caso del nivel B2 se describen así:
Niveles Comprender Hablar Escribir

Comprensión Comprensión de Interacción oral Expresión oral Expresión es-
auditiva lectura crita
B2 Comprendo dis� Soy capaz de Puedo partici� Presento des� Soy capaz de
cursos y confe� leer artículos e par en una con� cripciones claras escribir textos
rencias extensos informes rela� versación con y detalladas de claros y detalla�
e incluso sigo tivos a proble� cierta fluidez y una amplia se� dos sobre una
líneas argumen� mas contempo� espontaneidad, rie de temas re� amplia serie de
tales complejas ráneos en los lo que posibi� lacionados con temas relacio�
siempre que el que los autores lita la comuni� mi especialidad. nados con mis
tema sea relati� adoptan postu� cación normal Sé explicar un intereses. Puedo
vamente conoci� ras o puntos de con hablantes punto de vista escribir redac�
do. Comprendo vista concretos. nativos. Puedo sobre un tema ciones o infor�
casi todas las Comprendo la tomar parte ac� exponiendo las mes transmitien�
noticias de la prosa literaria tiva en debates ventajas y los in� do información
televisión y los contemporánea. desarrollados en convenientes de o proponiendo
programas so� situaciones coti� varias opciones. motivos que
bre temas actua� dianas explican� apoyen o refu�
les. Comprendo do y defendien� ten un punto de
la mayoría de las do mis puntos vista concreto.
películas en las de vista. Sé escribir cartas
que se habla en que destacan la
un nivel de len� importancia que
gua estándar. le doy a determi�
nados hechos y
experiencias.
Estrategias de aprendizaje
Para fomentar el desarrollo de las competencias planteadas, le proponemos acceder a las actividades
que en los tres entornos de aprendizaje –módulo, aula virtual y teleclase- hemos propuesto para que
usted encuentre múltiples oportunidades y escenarios para en inglés practicar, hablar, escuchar, discu�
tir, escribir, leer e interactuar sobre los temas y problemas que están contenidos en este curso.
En el módulo impreso usted encuentra los textos principales del curso, actividades de exploración de
conocimientos previos, vocabulario, comprensión de lectura, de escucha, de gramática, de escritura y
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habla que le permiten ir construyendo las herramientas que necesita para desarrollar sus competencias
en inglés, descritas en el punto anterior. Recordemos que no basta con leer el módulo de aprendizaje
y buscar las palabras en el diccionario; es necesario realizar las actividades, y hacer todos los ejercicios
para poner en práctica lo que se aprende.
El aula virtual es el escenario en donde usted puede recibir retroalimentación de sus actividades, a
través de ella podrá acceder a otros materiales complementarios y a las actividades de escucha. A
través del entorno virtual usted recibirá respuesta a sus preguntas e inquietudes, y desarrollará las
actividades de refuerzo y de evaluación que se han propuesto para este curso. Recuerde que es muy
importante su participación en las tutorías virtuales que se programan semanalmente con el fin de
practicar su habla en inglés, solucionar dudas, profundizar sobre los temas del curso y debatir sobre
diferentes temas relacionados con la materia en inglés. Además, es la mediación que nos permite estar
contacto, interactuar, discutir y asumir posturas frente a lo que están leyendo, frente a los procesos de
aprendizaje, y frente a los problemas que se van presentando por el camino.
Durante la teleclase, los profesores orientan actividades que exploran a profundidad el contenido de
los textos, plantean problemas y formas alternativas de aproximarnos al contenido y de interpretar lo
que está allí expuesto. Es muy importante contar con su participación en estos espacios, así como con
el trabajo en equipo que usted puede promover entre sus compañeros del centro asociado.
Evaluación del aprendizaje

En concordancia con el desarrollo de la asignatura por competencias, el sistema de evaluación que
proponemos para este curso, le permite al estudiante monitorear, durante todo el período académico,
¿qué nivel de desarrollo de las competencias alcanza con cada actividad?, de la siguiente manera:
Actividad Descripción Porcentaje de la nota

Actividades de comprensión de
READING lectura: cuestionarios, controles
de lectura. 30%
Comprensión de lectura
WRITING Producción escrita en inglés so�

bre temas específicos del área y
publicados en el blog del curso y 30%
Expresión escrita wikis.
LISTENING Actividades de comprensión de

auditiva: cuestionarios, contro� 30%
Comprensión auditiva les de lectura.
Actividades de interacción y ex�
SPEAKING presión oral en las tutorías vir�
Interacción oral y Expresión tuales y tutorías programadas 10%
oral sobre temas propios del área de
formación.
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Se aclara que toda la evaluación del curso será en inglés y este aspecto, será un indicador del desarrollo
de la competencia B2.
RECURSOS
En este proceso de aprendizaje del inglés, usted debe saber que es importante contar con algunos
recursos que lo deben acompañar en todas sus jornadas de estudio. Tanto el diccionario, como una
buena fuente de consulta sobre las reglas gramaticales lo van a ayudar a tener un buen desempeño en
este curso. Nosotros sugerimos las siguientes páginas web que son de acceso libre:
Diccionario: www.wordreference.com
Gramática: www.englishpage.com
Además de acuerdo al tipo de habilidad lingüística a desarrollar, usted tendrá a su disposición los si�
guientes recursos:
Actividad RECURSO ENTORNO

READING Módulo impreso
Textos escritos Aula Virtual
Comprensión de
lectura Teleclase
Módulo impreso
WRITING
Textos escritos y orales Aula Virtual
Teleclase
Expresión escrita
Blog del curso
Actividades de comprensión de auditiva: Módulo impreso
LISTENING cuestionarios, controles de lectura
Aula Virtual
Comprensión audi-
Teleclase
tiva
Web sites
SPEAKING Actividades de interacción y expresión oral Módulo impreso
en las tutorías virtuales y tutorías programa�
Interacción oral das sobre temas propios del área de forma� Aula Virtual
Y ción Teleclase
Expresión oral Web sites
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BIBLIOGRAFÍA
• Alderson, J. C., Clapham, C., and Wall, D. (1995) Language Test Construction and Evaluation.
Cambridge: CUP.
• Bachman, L.F. and Palmer, A.S. (1996) Language testing in practice. Oxford: OUP.
• Cheng Liying (2008) The key to success: English language testing in China. Language Testing
25(1): 15-37.
• Council for Cultural Cooperation Education Comitee – Language Policy Division.
• Common European Framework for Languages: Learning, Teaching, Assessment. Available in:
http://cvc.cervantes.es/ensenanza/biblioteca_ele/marco/cvc_mer.pdf
• Council of Europe (2001). Common European Framework of Reference for Languages: Lear�
ning, Teaching, Assessment. Cambridge: Cambridge University Press.
• Cummins, J. (2008) BICS and CALP: empirical and theoretical status of the distinction. In B.V.
Street and N.H. Hornberger (eds.) Encyclopedia of language and education. Second edition.
Volume 2. Springer.
• Hornberger, N.H. (1990). Creating successful learning contexts for bilingual literacy. Teachers
college record 92(2), 212-229.
• Davis, A., Brown, A., Elder, C., Hill, K., Lumley, T., and McNamara, T. (1999) Studies in Language
Testing 7: Dictionary of language testing. Cambridge: CUP.
• Gong, Byron (2004) ―A Need for a Unified Assessment of College English Language Pro�
grams—Some Theoretical and Practical Considerations for Quality ELT in Taiwan‖ Shih Chien
Management Commentary, Issue 1.
• Jin, Y. (2005) The National College English Test of China. In Hamp-Lyons, L. (Chair), the big tests:
Intentions and evidence. Symposium presented at International Association of Applied Linguis�
tics (AILA) 2005 Conference in Madison, WI.
• LTTC (2007, 2003, 2000) A Statistical Report on the Scores of a GEPT® Test. Taipei, LTTC.
• National College English Testing Committee, PRC (2006) College English Test Sample Papers.
Shanghai, China: Shanghai Foreign Language Education Press.
• MacKenzie, I. (2008) English for Business. Cambridge University Press.
• Ministerio de Educación Nacional. Programa Nacional de Bilingüismo. Disponible en: http://
www.colombiaaprende.edu.co/html/productos/1685/article-158720.html
• Nunan, D. (1992) Research Methods in Language Learning. Cambridge: CUP.
• Yang, H. and Jin, Y. (2000) Score interpretation of CET. Proceedings at the Third International
Conference on English Language Testing in Asia. Hong Kong: Hong Kong Examinations Autho�
rity, 32–40.
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This chapter
This chapter focuses on business structure, in particular on family based businesses. The first
part, you will explore your previous knowledge, then a vocabulary activity, followed by a text
about disadvantages of running a family business and family businesses in China, after read�
ing this text, you are expected to answer some questions. During the listening activity, you
will hear a famous business man, talking about how his family is involved in his business as
partners. There is also a grammar explanation about modals to express degree of necessity. In
the writing activity you will contrasts some of the key differences between traditional Chinese
business and those of Western company. Analyze it and write your conclusions. This chapter
finishes with a speaking activity to be developed during the virtual tutorship.
What do you know?

a. Look at the picture.
Taken from: http://200.93.163.76/samuel/images/stories/-plaza652.jpg
Answer the following questions

• Who are these people?
___________________________________________________________________________
___________________________________________________________________________
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• Where are they from?
___________________________________________________________________________
___________________________________________________________________________
• What kind of business is this?
___________________________________________________________________________
___________________________________________________________________________
• Who does own the business?
__________________________________________________________________________
__________________________________________________________________________
Vocabulary
You are going to read a passage about business families in China. Here you have a list of words for this
reading; you must look for their meaning in the dictionary. Write them down on your course book.
I suggest the use of this online dictionary: www.wordreference.com
Word Meaning
Honor
Condemn
Agrarian
Broadened
Relationship
Network
Wealth
Duty
Rather than
Strong
Reappear
Features
Endure
Role
Accountable
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Reading
a. Look at the following poster. Write your conclusions about it.
Taken from: http://www.massmutual.com/mmfg/images/disadvantages_of_family_business.jpg
b. Read:
Family Business, Businesses Families

According to a famous saying, when a Chinese individual is honored, his who�
le family is honored. When he is condemned, his whole family is condemned.
The family had a practical use in China’s agrarian society, but Confucius added
a moral dimension and broadened it to mutually dependent societal relation�
ships. Every person has an important role as a link in the network of society.
The family is the foundation of Chinese organizations, including business

ones. In the West, one often refers to “family businesses”. For the Chinese,
the term “business families” may be more appropriate since the family co�
mes first and the business comes second. Rather than creating wealth, the
Chinese tend to see their business duties more as responsibilities to the fa�
mily.
For Chinese living outside the PRC, the family-based business model is strong.
In mainland China, the family-based model of business diminished as commu�
nist rulers attempted to replace family loyalty with loyalty to the party. More
recently, the increase in the number of non-state businesses, many of which
are family-run, has helped the family model of business to reappear.
Four features of Chinese business families are that they are family-directed,
there is a dominant family head, it has enduring roles and family obligations,
and it is family-financed and family accountable.
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Check understanding
Answer the following questions
How do you explain the concept of family in China?
___________________________________________________________________________
___________________________________________________________________________
Why the family-based business model is strong in China?
___________________________________________________________________________
___________________________________________________________________________
Which are the four features of Chinese business families?
1. ___________________________________________________________________________
2. ___________________________________________________________________________
3. ___________________________________________________________________________
4. __________________________________________________________________________________
Listening
In the virtual classroom you will find a video about an American business man, Donald Trump, who was
one of the world’s billionaire in 2011, including his family as partners in the business.
1. How many family members are his partners?
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
2. Does he expect them to do what he wants?
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
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Linguistic awareness
Go to the virtual classroom and watch the mini class, where this topic is explained. Do not
forget to take notes on it.
MODALS TO EXPRESS DEGREE OF NECESSITY
Obligation (Necessity)
COMPLEMENT
COMPLEMENT
SUBJECT
SUBJECT
MODAL
MODAL
VERB
VERB
You must have Somebody You must not have Somebody you
you trust in don’t trust in
have to charge of can´t charge of your
your finances finances
Somebody couldn´t Somebody you

you trust in trust in charge of
You had to have charge of You have your finances
your finances
Advice
COMPLEMENT
COMPLEMENT
SUBJECT
SUBJECT
MODAL
MODAL
VERB
VERB
You Had better Somebody had better not Somebody you

should have charge of You shouldn´t have charge of your
ought to
You should Somebody You shouldn´t have Somebody you
ought to have charge of had charge of your
Expectation
COMPLEMENT
COMPLEMENT
SUBJECT
SUBJECT
MODAL
MODAL
VERB
VERB
Women are supposed to have Somebody You are not supposed to have Somebody you
you trust in don´t trust in
charge of your charge of your
finances finances
Women were supposed to have Somebody You were not supposed to have Somebody you
charge of your charge of your
finances finances
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Writing: Think about it
The following table contrasts some of the key differences between traditional Chinese business and
those of Western company. Analyze it and write your conclusions:
Business How It Is Done

Practice Western Chinese
Main Company
Maximize shareholder value Serve family interests
Purpose
Financial Financial information is
Public financial reports
Openness kept secret
Financing Family and friends of
Public sale of securities
Sources family
Transfer of Mergers & unfriendly Companies are not sold
Ownership acquisitions due to family obligations
Without advertising, sales
Brand is promoted by
Advertising are made via the family
advertising
network
Senior managers are
Professional management,
Management recruited from within the
recruited on qualifications
family
Short-term emphasis on
Long-term family prestige
Time Horizon bottom-line profits and
is emphasized
shareholder value
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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Virtual Tutorship: speaking
Let´s think and discuss about family business in Colombia:

1. Name four of the most popular family business in your city or town.
2. Have you ever think about starting a business with your family?
3. What kind of business?
Now write here the answers for these questions.
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This chapter
This chapter deals with business structures, in particular the structure of corporate businesses. First,
you explore your previous knowledge by analyzing a chat about family business advantages. This is
followed by some key terms that you will use later in the chapter. After, you will find some reading
material on what corporate business is and its characteristics. You will also write descriptions of cor�
porate goals from your business point of view and the chapter finishes with a speaking activity to be
developed during the virtual tutorship, where we will talk about business organization.
What do you know?
a. Remember the chart in the previous chapter about family businesses disadvantages? Now
let´s talk about the opposite:
http://www.massmutual.com/mmfg/images/advantages_of_family_business.jpg
If you had to choose a business structure, which one would you choose: Family or Corporate Business?
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Vocabulary
Odd one out:
One of the words do not belong to the group, cross it out:
Corporations Operations Regulations Markets
Entity Owners Managers Clients

Proprietorship Partnership Relationship Business
Tax Funds Money Liability
Reading
What Is Corporate Business
A corporation is a legal entity and it is separate from its owners and managers. A corpo�
ration is not like proprietorship or partnership business. A corporation has its own life,
and it is considered as a separate person.
Advantages of a Corporation:
1) A corporation has unlimited life because it can continue its operation after its original
owners and manager are deceased.
2) Ownership of corporation can be transfer easily than a proprietorship or partnership
business. Corporation ownership divided into shares and stocks which makes its trad�
ing easier.
3) A corporation is subjected to limited liability. It offers its owner limited liability. If the
business is bankrupt then liability will not fall upon its share holders.
Unlimited life, easy transferability of ownership and limited liability makes a corpora�
tion easier than for proprietorships or partnerships to raise money in the financial mar�
kets.
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Disadvantages of Corporation:
1. Corporate earnings are subject to double taxation.
2. Setting up a corporation is more time consuming and complex than proprietorship or

partnership.
Setting up a corporation requires much more paperwork than proprietorship or part�
nership business, lawyer prepare a charter and set of bylaws. Corporation runs under
those rules and regulations.
Benefits of Corporation Business:
1. Limited liability reduces the risk, and lower risk means higher value.
2. Corporation can attract funds more easily and these funds can be invested in growth
opportunities which increase the firm’s value.
3. Corporation ownership can be transferred more easily than proprietorship or partner�

ship business.
4. Corporations are taxed differently than proprietorships and partnerships, and some of
the tax differences are beneficial for corporations.
Check Understanding
According to the text above and find out:
1. Advantages and disadvantages of a corporate business
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
2. Benefits of a corporate business
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
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Several examples of corporate goals can be used for inspiration for your own business. Read the fol�
lowing goals and explain them from your business point of view:
• Increasing Profitability:
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
• Increasing Market Share

____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
• Expanding Current Product Lines

____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
• Improving Employee Retention Rates

____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
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Virtual Tutorship: Speaking
Let´s discuss about the following mind map:
• The different forms of business organization and the advantages and disadvantages of each.
• The links between the organization of the business and the objectives of the business.
• Ways of changing a business organization and showing some appreciation of the impact on a
business of such changes.
This activity will be done on Skype one by one has to talk about these points. Be prepared!!!!
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This chapter
This chapter deals with the subject of logistics and how to Preparing your products for the market. It
includes vocabulary, discussion, listening and reading comprehension activities. Most of these exer�
cises present suggestions for prepare your product for import/export and its vocabulary. There is also a
grammar episode where present perfect tense will be developed. The chapter finishes with a speaking
activity during the virtual tutorship. During this activity we will share and compare our opinions about
the importance of the logistics department in a company, how students do logistics in their current
business and analyze the logistics network.
What do you know?

Look at the cartoon and answer the question:
http://www.ttnews.com/images/cartoonimg/Cartoon-0727.jpg
How important is the logistics department in a business?
_____________________________________________________________________________
_____________________________________________________________________________
_____________________________________________________________________________
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Vocabulary
Read the definitions and search for the words in the puzzle:
P I C T U R E Q W E R T Y U I O P A S D F G H J
A A D S F G H J K L Z Z N Z X C V B N M N P O E
C S Q U Q A D R E T W E T Y J H S G F D S A S N
K D W O Q W E R A Q F G H J K L U Z X C V Y U V
I F E I Z Z J T S Z X C V B N M I T R E R J U I
N G R O X Q K H F L A B E L O I T H F D S A I R
G J T T C W L G H Q W E R T Y U A Q W D Y P M O
S K Y R V E P F J A S D A G E H B F A E Q O B M
T L U E B R O D K Q E R S T G A L V J S W Q V E
H P N W N T I S N A Q A D S N F E H L I A N C N
B P T Q M Y U A L P R D T Y O P V B A N S W X T
N S I Z E U Y E Ñ O W A R R A N T Y S G D E Z A
Q N R V J I T R P I T Z Q W R T Y U D P Y R Q L
W B S B H M W E Q U Y X U D F T Y O F O F N W A
E V A Q U A N T I T Y C S D F C V U G I I T E D
Y F W Q X T G L Z Y O V W R T I O V E R S E A S
T G Q W Z E J K D T P B Q T Y U I O P U O Y R F
U H E E P R K J F R H N Q W E R T G J Y P U M G
A J R U O I L G H E C M W E I G H T S T Z N N H
Z K C O I A M H J W E O Z X C V B Y U R Q N B J
C L D P U L N D P Q O P U U I O P L K E O I V K
P P T T V T Y S R T U T A S D F G H J W I O C L
Ñ O Y R C R T M E A S U R E M E N T S Q E P X Ñ
L I U F E N E A A N S D G H J K L Z X C D N Z O

A graphical representation of an image.

The action of measuring

A body’s relative mass or the quantity of matter contained by it, giving rise to a down�
ward force; heaviness.

The matter from which a thing is or can be made.

Foreign countries regarded collectively.

The surroundings or conditions in which a person, animal, or plant lives or operates.

A written guarantee, issued to the purchaser of an article by its manufacturer, promis�
ing to repair or replace it if necessary within a specified period.

The property of something that is measurable: wages depended on quantity of output,
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regardless of quality

A thing’s overall dimensions or magnitude.

A small piece of paper, fabric, etc. attached to an object and giving information about
it.

Material used to protect fragile goods in transit.

Right or appropriate for a particular person, purpose, or situation.

A plan or drawing produced to show the look and function of something before it is
built or made.
Reading
When Coca-Cola first came to China, it was given a Chinese name that sounded very similar .
. . but the characters used for the name meant “Bite the Wax Tadpole.”
Here, we will help you prepare your product for import/export. This phase is critical; you
should expect to do some degree of adapting your product for sale outside domestic
markets before you make your first sale. Don’t just jump in and start selling! Consult with
prospective customers, wholesalers, agents, embassies and so on to determine the best
strategy for selling your products in an overseas market.
Studying competing products in the country where you wish to do business is a great
way to target what works in that market. If you cannot visit the country and scan store
shelves yourself, get in touch with folks on the ground there and see if they can apprise
you of what products are comparable to yours.
Meanwhile, grab a sample of your own import/export-ready product, and let’s run
through our checklist:
1. The name of your product. Sure, it sounds fine and intriguing to an American, but what
does it mean in the target market? Find out beforehand. If you don›t, you will end up with
a fiasco like Chevrolet had on their hands when they introduced their new automobile
called the «Nova» in Venezuela -- which, in Spanish, means «doesn›t go»!
2. The colors of your packaging. ��

What do the colors connote in the country of destina�
tion? Vibrant, attention-grabbing red sometimes signifies «warning» or «danger» in the
U.S., but in Chinese culture, it indicates good luck. A slick black package with touches of
embossed gold or silver conveys elegance and sophistication in the U.S. and some newly
industrialized countries, but in certain parts of Africa, for example, it suggests death!
Even if your design principles have been foolproof for products to be sold in the U.S., ex�
pect to have to scrap them and start fresh when it comes to marketing products abroad.
29
3. Overall packaging and labeling design. Besides your color choices, your illustrations or
graphics need to be appropriate, appealing and understandable to your end-user. If there
is any possible way you can get opinions on your package design from actual consumers
in your target market, do so. Would they buy it on the basis of the way it looks? For exam�
ple, if you put a smiling face on your package, but the purchase of that particular product
is taken quite seriously in their country, would your labeling be trivial or cheap-looking, or
even offensive? And if you want to sell your products in stores that scan data, bar-coding
your product will be essential.
4. The size or quantity of your product itself. It might be perfect for U.S. patterns of
consumption, but way too much in Japan, where the size of the typical household is very
small. One single Whopper may feed one American, but that same burger sold in France
may make a lunch for two, or have to be tossed in the trash. If too much of your product
will go to waste, it›s not economical or convenient for your consumer, and they won›t
buy it.
5. Weights and measurements. ��

Indicate weights and measurements on your label accord�
ing to the local standard measures. Metric is considered the global standard, but you
must double-check.
6. Will you need a bilingual label? Canada requires a French-English label. Finland requires
a Finnish-Swedish label. Most Middle East countries require an Arabic-English label. You
must find out! For some destinations, the first order or trial shipment requires only a stick�
er on the outside of the package in the language of the importing country. Generally, this
sticker should state the importing agent›s name and address, the weight of the package
in the country›s standard units of measurement, an ingredient legend and the expiration
date.
7. Number of units per package. Be careful of the cultural significance attached to the
number of units you place in a box. Some countries, particularly in the West, find 7 to
be lucky and 13 to be unlucky. In Japan, the number 4 is the sign of death, so packing
anything four to a box will be the kiss of death for your marketing venture! Anytime you
have a relatively small number of products packed showcase-style in their box, check
beforehand to make sure the quantity is not considered unlucky in the overseas market.
Obviously, a box full of cookies need not be a problem.
8. Pictures of your product on the label. ��

A picture tells a thousand words. When Ameri�
cans read PIZZA on the outside of a box, they know what›s inside. But will they in New
Caledonia? Probably not. Keep this in mind when you develop packaging for worldwide
sales. Illustrations are acceptable, two-color pictures look nicer, but four-color label pho�
tography shows it like it is. Put yourself in the shoes of the prospective customer. If you
30
don›t know what›s being sold, why buy it?
9. Packaging material. If your packaging is behind the times in the United States, don›t
think you›ll be able to unload (export) it in the world market. Customers worldwide ap�
preciate innovation and cutting-edge technology, and they EXPECT it from the United
States. The same holds true for bringing a product (importing) into the United States.
Don›t let your customers down! Keep informed on what is the newest and best in your
packaging category.
Example: ��
My company at one time was exporting all-metal tins of gourmet nut snacks un�
til I had a customer ask why we weren›t packaging our nut snacks like Planter›s! Planter›s
was using a composite tin (made from sturdy cardboard) that was safer and lighter in
weight than an all-metal tin, but making the change was a major undertaking for us,
requiring a change in supplier as well as new labels -- all too costly at once for a small
business. So we waited until our labels were almost out of stock, then negotiated with
new suppliers. Once we found one who could produce the composite tin, we reordered
enough labels to cover both our domestic demand and the overseas business we could
anticipate as a result of the improvement.
10. Extending current product applications. Here›s where a few months of actually living
in a foreign country would really pay off in knowing how the locals do things and what
they need to be able to do better. You may find that if you changed the speed of a kitchen
mixer, a food item in China might be made better and faster than ever before. Recon�
figure an existing vacuum attachment and it might be perfect for some out-of-the-way
corners in Sri Lanka. Before you set out to do business in a particular country, ask some
simple questions: How do the people there like to spend their time? What are their favor�
ite foods? How do they clean their homes? How are their clothes laundered?
11. Make sure electrical products are suitable for international use. ��
If your wired prod�
uct is not adjusted to the electrical standards in your target market, you›ll have all sorts
of problems, especially if you have already shipped the unacceptable product! A good
resource you should know about is Electric Current Abroad, a publication of the U.S. De�
partment of Commerce. It provides everything you need to know about electrical stan�
dards worldwide. If for some reason you don›t find what you need, contact your local
chamber of commerce or a government official in the country where you are about to do
business.
12. How will you handle warranties, guarantees, consignment sales or service calls over-
seas? Anticipate what it will take to put one of these commitments in place not locally,
but globally. Can it be done? If so, map out the logistics from start to finish and determine
who will be responsible. If it is not feasible, then don›t offer it.
31
13. Environmental effects on your product. Humidity, high energy costs, poor water
supply, extreme hot or cold temperatures, poor infrastructure -- all can affect how your
product holds up in a new market. It may be that you can adjust your product to with�
stand a damaging environment, but if not, you will simply have to choose a market that is
a better fit. If there are no roads to move your product, you can›t get anywhere. Period.
14. Country of origin. ��

In order to sell a product in retail stores or elsewhere, some coun�
tries require a statement on the product that indicates where the product is made. Check
with your prospective customers, wholesalers, agents, embassies and logistics specialist
to determine if it is required by law before you import/export a product in the country
where you are about to do business.
Adapting your product to meet the needs of an overseas market is a considerable un�
dertaking, and will most likely require a substantial investment of both time and money.
It will be smart to determine if the anticipated sales will outweigh the expense, and to
project how long will it take to recover your product adaptation costs. You may find it
more realistic, at least initially, to import/export your products to countries that will ac�
cept them as they are. From there, you can always grow and expand from your successes
at your own pace.
But keep a long-term perspective: being willing to make strategic changes to your prod�
uct will open doors to many more international markets. The risk is minimal compared to
the risk of maintaining the status quo! Take the initiative, make the investment, get your
product the best it can be, and you’ll be able to sell it anywhere in the world.
Taken from: http://importexport.about.com/od/MarketResearch/a/How-To-Prepare-Your-Product-For-Import-Export.htm
Taken from: http://statesidesolutions.com/wp-content/uploads/2012/02/Import-Export-Business-2-2.jpg
32
Check understanding
Summarize the reading in the following map mind:
How to Prepare Your Product for Import/Export

How to Prepare Your Product
for Import/Export
1. The name of your products
Example
2. The colors of your packaging
Example
3. Overall Packaging and labeling desing
Example
4. The size or quanty of your products itself
Example
5.____________________________________
Example
6.____________________________________
Example
7.____________________________________
Example
8.____________________________________
Example
9.____________________________________
Example
10.___________________________________
Example
11.___________________________________
Example
12.___________________________________
Example
13.___________________________________
Example
14.___________________________________
Example
33
Listening
In the virtual classroom you will find an audio: Five people talk about their work in a logistics
company.
Listen to the speakers and match their names with their job roles.
Andrew Whitehead (AW), Angela Beale (AB), Graham Eggers (GE), Rob Steward (RS), Terry Ri�
ley (TR)
_________a. checks availability of products in the warehouse

_________b. is a retailer.
_________c. is responsible for delivery.
_________d. packages and moves products.
_________e. plans and oversees the whole process
a. Practice the conversation during the virtual tutorship with your professor and your classmates.
Present Perfect Simple
The present perfect simple expresses an action that is still going on or that stopped recently, but has
an influence on the present. It puts emphasis on the result.
Form of Present Perfect
Pronoun Positive Negative Question

I / you / we / they You have worked on logis� You have never Have you recently
tics for four years. worked on logistics. worked on logistics?
he / she / it He has found a job on He has not found a job Has he found a job on
logistics yet. logistics?
For irregular verbs, use the participle form (see in the virtual classroom section 2, 3rd column). For
regular verbs, just add “ed”
34
Exceptions in Spelling when Adding ‘ed’
Exceptions in spelling when adding ed Example

after a final e only add d Name-named
final consonant after a short, stressed vowel Ship- shipped
or l as final consonant after a vowel is doubled
final y after a consonant becomes i hurry – hurried
Use of Present Perfect
 Puts emphasis on the result
Example: She has named the product
 Action that is still going on
Example: packing process has not started yet.
 Action that stopped recently
Example: She has called the company.
 Finished action that has an influence on the present
Example: I have sent the sugar in a container
 Action that has taken place once, never or several times before the moment of speaking
Example: I have never worked on logistics.
Signal Words of Present Perfect
Already, ever, just, never, not yet, so far, till now, up to now
LET´S PRACTICE
a. Write positive sentences in present perfect simple. The following people have just completed
an action.
35
1. The designer/chose/ the pictures for the product label
_______________________________________________________________________________________
2. We/decide/fabric will be the packing material
________________________________________________________________________________________
3. The after selling department/ handle/ in a very good way all the warranties, guarantees, con�
signment sales and service calls during this year.
______________________________________________________________________________________
4. The company/take care/ Environmental effects
_____________________________________________________________________________________
5. You/think about/ a bilingual label
______________________________________________________________________________________
36
During the virtual tutorship, we will share and compare our opinions the importance of the logistics
department in a company, how students do logistics in their current business and analyze the logistics
web in the following picture:
Taken from: http://imagenes.mailxmail.com/cursos/imagenes/8/7/red-logistica_11978_3_1.jpg
37
38
This chapter
This chapter is about another important aspect of logistics, choosing the right business location. In
the first part you will analyse some statements. During the vocabulary section you will study some key
terms to be used in the reading part. The text, you are going to read the text: Choosing a Location for
Your Business, followed by a reading comprehension activity and a writing exercise. The chapter ends
with a speaking activity to be developed during the virtual tutorship.
What do you know?

Read the following statements about choosing a business location, you agree or disagree with each
one.
When choosing a location for your business…
AGREE DISAGREE
a) The location should be consistent with the image
you want to maintain
b) The businesses around you should be complementary
c) If you anticipate further growth, look for a building
that has extra space should you need it.
d) Consider the crime rate
e) You should find out how property is zoned by
contacting your local planning agency.
f) Check taxes before choosing the location
Taken from: http://www.accounting-and-bookkeeping-tips.com/newsletter-articles/images/how-to-make-good-business-decisions.jpg
39
Vocabulary
Use the words form the reading to do the Crossword Puzzle:
Down: Across
1. Widespread respect and admira� 2. Freedom from effort or difficulty.
tion attracted through a percep�
tion of high achievements or 3. A building, service, or piece of equip�
quality. ment provided for a particular purpose.
5. Vehicles moving on a public 4. Put money into financial schemes,

highway. shares, or property with the expecta�
tion of achieving a profit.
7. Require the payment of (a speci� 6. The condition of being safe.
fied sum) in order to be bought
or obtained. 8. An area distinguished on the basis of
a particular characteristic, use, restric�
tion, etc.
40
Reading
Choosing a Location for Your Business

One of the basic concepts taught in almost every introductory marketing course is The
Four P’s: Price, Product, Promotion and Place. “Place” refers generally to distribution,
i.e., where your customer evaluates and ultimately receives your product or service.
While this may not matter much for people who work virtually, or who run a business
that drop-ships from a third party, it’s critical for restaurants, retailers, and even many
service businesses. Ironically, while “place” is often the most permanent of the four
P’s, it’s also often the most overlooked.
Location is about more than just choosing a building. Perhaps for you, opening your
business in your own town, or even your part of town, is a given. But consider the big
picture:
• State - Income taxes and sales taxes vary greatly from state to state, as do regula�
tory requirements. Is the state you live in friendly to entrepreneurship? To the spe�
cific type of business you want to run? Now might be the time to consider a move
if it isn’t, or possibly to open your business in a nearby state if you live near a state
line. The Small Business Survival Index ranks the various U.S. states on how friendly
they are to small business.
• City - Rent and other costs, availability of labour, taxes, regulations and government
economic incentives can also vary greatly from city to city, even within the same
state. Or maybe a small town is the perfect spot for your business. Entrepreneur
Magazine publishes an annual list of the Best U.S. Cities for Small Business. Under 30
CEO also has a list of the best cities for young entrepreneurs.
• Part of town - What kind of commute is involved? Is the part of town consistent with
the image for your business? Rent varies greatly according to location.
• Location relative to streets, parking, and other businesses - Do you need to be vis�
ible and/or easily accessible to pedestrian and automobile traffic? Will being close to
businesses that draw a similar clientele help your business? For example, a sporting
goods store or health food store might do very well next to a gym.
• Type of location Do you need office space, retail or warehouse? Retail is generally
the most expensive of the three.
There are many factors to consider in choosing the location for your business. While
cost is obviously a major consideration, you must also think about your various con�
stituencies. Is your location important to...
 You? The space has to work for you, or it won›t work. Remember, you›re the one has
to work there every day.
41
 Your customers? It also has to work for your customers, or it won›t work. No cus�
tomers = no business.
 Your employees? This issue may not be as critical at first, especially if you don›t have
any employees yet. But the ability to attract and keep good employees will be af�
fected by your location.
 Strategic partners? While this may not seem like a big issue, the reality is that strate�
gic partnerships happen more easily when the partners are local to each other. Why
do you think that certain areas become hubs for certain types of business, such as
Silicon Valley for the tech industry?
 Potential investors or buyers? You may not even be thinking about that yet, but po�
tential investors looking at the long-term value of the business will see location as
an important factor.
Each of these groups has different concerns about the location:
• Cost - Most obviously, can you afford it? Also, though, consider whether your cus�
tomers and employees can afford it. For example, is there free parking, or is it expen�
sive? Will higher rent cause you to charge higher prices to your customers? That›s
not necessarily a bad thing, but a factor to consider. What about taxes? Income tax�
es and sales taxes vary greatly from state to state, and if you buy your own property,
• Convenience - Is it easy to find? Is parking close by? Consider your clients. If you›re
dealing with pregnant mothers and the elderly, they may have a different concept
of «convenient».
• Safety - This is an increasingly important issue for both customers and employees. Is
the parking close by? Well lit? Is there security on the premises?
• Prestige - Would a downtown address add credibility? Will wealthy clients favour a
business in their own neighbourhood? Some places even provide virtual offices with
prestigious addresses, such as Beverly Hills, Silicon Valley, or Manhattan.
• Traffic - Retailers and restaurants love it, office workers don›t.
• Facility requirements - Do you have any special needs, such as high power consump�
tion or specialized wiring? Do you need meeting space, but only occasionally? You
might consider a shared office suite (often called executive suites) in that case.
• Zoning - Many cities have very strict zoning requirements. Make sure your business
is even allowed there before you sign the lease!
As you can see, a fully informed decision involves a fairly complex matrix of issues. De�
termine your priorities, keep an open mind about your options, do your research, and
get ready to make one of the most important decisions about your business.
Taken from: http://entrepreneurs.about.com/od/gettingstarted/a/chooselocation.htm
42
Check understanding
Which are the factors to consider in choosing the location for your business? Why?
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
_________________________________________________________________
Rank the first 5 factor to consider choosing the location for your business, where number 1 is
the most important:
1._______________
2. _______________
3. _______________
4. _______________
5. _______________
Writing:
Answer the following questions in 100 words each one:
How dependent is your product on location?
Who are your customers and where will they be coming from?
Who is your competition?
43
a. Name the strengths and the weakness of your current business location:
STRENGTHS WEAKNESS
b. Let’s watch and discuss the video: How to Choose a Location for a Business (Traffic Flow &
Signage) on http://www.youtube.com/watch?v=VwHK-spBuh4&feature=player_embedded
Someone didn’t do their research!

Source: Sam Smith, Nepenthes, Spartucusjones, Wikimedia Commons
44
This chapter
In this chapter we look at clients, how to attract clients, some key terms that will help you to under�
stand a piece of reading about the fastest way to find new clients. During the listening activity you will
heard a new strategy to attract new client, after listening, you are expected to answer some questions.
There is also a grammar section where comparatives and superlatives are explained. At the end of the
chapter there is an activity to be developed during the virtual tutorship.
What do you know?

Brainstorming:
What words do you relate to clients?
CLIENTS
45
Vocabulary
Match two words related to the topic: Attracting new clients:
Target customers
Market redeemers
Prospective strategies
Host business
Develop partner
Convert segments
Repeat audience
1. ____________________________________________
2. ____________________________________________
3. ____________________________________________
4. ____________________________________________
5. ____________________________________________
6. ____________________________________________
7. ____________________________________________
46
Reading
The Fastest Way to Find New Customers

Some years ago, I overheard a debate between two friends about the name of a startup busi�
ness. “It’s a good name,” said one friend to the other, “but I’m not sure it’s the best name.”
You could say the same thing about the techniques typically used to attract customers to
a new business. Traditional strategies like networking and mailings will do the job, but they
won’t do the best job.
If you’re a startup, the fastest way to get the cash registers ringing is a little-used method
that involves forming “host-beneficiary” relationships with established businesses that ca�
ter to a target audience similar to yours. Then you promote yourself to their database with
a special offer presented as a gift from the older business.
The beauty of this arrangement is that the startup (the beneficiary) can instantly reach large
numbers of highly qualified prospects with the tacit endorsement of the established busi�
ness (the host). The host is willing to participate because it’s a way to reward loyal custom�
ers without incurring any costs. The rookie gains new customers, while the veteran gains
goodwill.
Women’s Clothing and BMWs
One startup that successfully used this technique was a high-end women’s clothing bou�
tique. The store arranged to give a free silk kimono to every female customer of a local
BMW dealership who brought in a letter sent by the dealership offering the gown as a gift
for their past patronage. The kimono had to be picked up at the boutique.
More than 600 women responded, picking up $100 kimonos that cost the store just $16
apiece. Those 600 women spent an average of $400 on other merchandise during their initial
visit. Do the math, and you’ll see that the startup spent $9,600 to generate some $240,000 in
sales--and, not incidentally, to begin building its own clientele.
Six Steps to Success
Host-beneficiary marketing is actually a simple and relatively inexpensive process that will
deliver solid results if you follow a few basic rules:
1. Precisely define your target audience. “Women 35 to 55” might be a start, but it’s not
enough. Create a detailed profile of your target customer. The more segments you can iden�
tify, the more potential hosts you can approach.
The women’s clothing boutique that marketed to BMW owners, for example, determined
that their likely customers drove certain types of cars, patronized a certain class of hair sa�
lon, belonged to a health club, and were likely to play bridge. A birdseed store might come
up with a list that includes consumers who shop at outdoor equipment outfitters or are af�
filiated with local conservation groups.
2. Identify local businesses that serve the same market segments. That way, you can not
47
only bring people in the door for your initial offer, but also increase the likelihood that they’ll
return to give you repeat business.
For a cigar store, logical host partners might include better men’s clothiers, upscale shoe
stores,luxury car dealerships and country clubs. And don’t forget non-commercial organiza�
tions like Rotary or Kiwanis.
3. Develop a clear offer for each prospective partner. Come up with a free or deeply dis�
counted product or service that has a high perceived value for the consumer with a low
dollar cost for you.
One new computer support business offered a voucher worth two free hours of computer
repairto the small business clients of a local accountant. A jewelry store offered free jewelry
cleaning to clients of a hair salon. A marketing consultant offered a free seminar on how to
run sales to one local newspaper’s advertisers. A framing shop offered free photo framing
to a photographic supply store’s top 200 customers.
4. Pitch the plan, highlighting the benefits to the host business. Emphasize that it’s a way
for the established business to reward their customers at no expense and with virtually no
effort. It’s also a way to reach out to customers without overtly trying to make a new sale.
5. Supply a letter for the host’s use. Providing a draft “offer” letter that can be sent to the
host’s customers on the host’s letterhead will help put the plan into motion quickly. It will
also show the partner how easy it will be for him to participate.
Some businesses will allow the letter to be inserted into their monthly invoices or newslet�
ters at no cost to you. Others will charge or require that you pay for a separate mailing. It’s
a small price to pay for access to the host business’ customer base.
6. Develop a strategy to convert redeemers to repeat customers. This, after all, is your
long-term goal. For the women’s boutique that gave away a kimono, the strategy was to
encourage browsing and lure shoppers into dressing rooms to try the merchandise. For one
new bakery that gave away a chocolate éclair, the approach was to hand out a buy-five-get-
one-free VIP card with the free pastry.
Whatever the specific plan, the host-beneficiary method is the single most effective way to
quickly attract a critical mass of qualified customers to a new business. Instead of beating
the bushes for customers with individual referrals or scattershot ads, you can tap into a tar�
geted group of consumers en masse to jumpstart sales.
Best of all, you’re piggybacking on the success of another entrepreneur who has spent
years building a solid customer base. In many ways, this eliminates the need to reinvent the
wheel. For a startup facing so many other challenges, it’s just smart business.
Taken from: http://www.entrepreneur.com/article/185880
48
Check understanding
After reading answer the following questions:
1. Which are the six steps to follow to success finding new clients
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
2. Name some traditional strategies to find new clients
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
3. Summarize the case of study: Women’s Clothing and BMWs
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
Taken from: http://thefacebookguys.com/wp-content/uploads/et_temp/DownloadWhitepaper-271836_439x324.png
49
Listening
In the virtual classroom you will find a video about a new way to attract new customers on
http://www.youtube.com/watch?v=ExwtLgTCax8
Fill out the following form with the provided information:
Objective:
Background:
Statistics:
Name the products or services people are already using on their mobile phones:
1._____________________
2._____________________
3._____________________
4._____________________
5._____________________
Taken from: http://images.anandtech.com/doci/4125/DSC_1190.jpg
50
Forming Comparative and Superlative Adjectives
One-syllable adjectives.
Form the comparative and superlative forms of a one-syllable adjective by adding –er for the comparative
form and –est for the superlative.
One-Syllable Adjective Comparative Form Superlative Form

tall taller tallest
old older oldest
long longer longest
• Mary is taller than Max.
• Mary is the tallest of all the students.
• Max is older than John.
• Of the three students, Max is the oldest.
• My hair is longer than your hair.
• Max’s story is the longest story I’ve ever heard.
If the one-syllable adjective ends with an e, just add –r for the comparative form and –st for the superlative
form.
One-Syllable Adjective with

Comparative Form Superlative Form
Final –e
Large larger largest
Wise wiser wisest
• Mary’s car is larger than Max’s car.
• Mary’s house is the tallest of all the houses on the block.
• Max is wiser than his brother.
• Max is the wisest person I know.
If the one-syllable adjective ends with a single consonant with a vowel before it, double the consonant and
add –er for the comparative form; and double the consonant and add –est for the superlative form.
51
One-Syllable Adjective Ending
with a Single Consonant with Comparative Form Superlative Form
a Single Vowel before It
Big bigger biggest
Thin thinner thinnest
Fat fatter fattest
• My dog is bigger than your dog.
• My dog is the biggest of all the dogs in the neighborhood.
• Max is thinner than John.
• Of all the students in the class, Max is the thinnest.
• My mother is fatter than your mother.
• Mary is the fattest person I’ve ever seen.
Two-syllable adjectives.
With most two-syllable adjectives, you form the comparative with more and the superlative with most.
Two-Syllable Adjective Comparative Form Superlative Form

Peaceful more peaceful most peaceful
Pleasant more pleasant most pleasant
careful more careful most careful
thoughtful more thoughtful most thoughtful
• This morning is more peaceful than yesterday morning.
• Max’s house in the mountains is the most peaceful in the world.
• Max is more careful than Mike.
• Of all the taxi drivers, Jack is the most careful.
• Jill is more thoughtful than your sister.
• Mary is the most thoughtful person I’ve ever met.
If the two-syllable adjectives ends with –y, change the y to i and add –er for the comparative form. For the
superlative form change the y to i and add –est.
52
Two-Syllable Adjective Ending
with -y
happy happier happiest
angry angrier angriest
busy busier busiest
• Max is angrier than Mary.
• Of all of John’s victims, Max is the angriest.
• Mary is busier than Max.
• Mary is the busiest person I’ve ever met.
Two-syllable adjectives ending in –er, -le, or –ow take –er and –est to form the comparative and superla�
tive forms.
Two-Syllable Adjective Ending

with -er, -le, or -ow
narrow narrower narrowest
gentle gentler gentlest
• The roads in this town are narrower than the roads in the city.
• This road is the narrowest of all the roads in California.
• Big dogs are gentler than small dogs.
• Of all the dogs in the world, English Mastiffs are the gentlest.
Adjectives with three or more syllables.
For adjectives with three syllables or more, you form the comparative with more and the superlative with
most.
Adjective with Three or More
Syllables
generous more generous most generous
important more important most important
intelligent more intelligent most intelligent
• John is more generous than Jack.
• John is the most generous of all the people I know.
53
• Health is more important than money.
• Of all the people I know, Max is the most important.
• Women are more intelligent than men.
• Mary is the most intelligent person I’ve ever met.
Exceptions: Irregular adjectives.
Irregular Adjective Comparative Form Superlative Form

good better best
bad worse worst
far farther farthest
little less least
many more most
• Italian food is better than American food.
• My dog is the best dog in the world.
• My mother’s cooking is worse than your mother’s cooking.
• Of all the students in the class, Max is the worst.
Two-syllable adjectives that follow two rules. These adjectives can be used with -er and -est and with more
and most.
Two-Syllable Adjective Comparative Form Superlative Form

clever cleverer cleverest
clever more clever most clever
gentle gentler gentlest
gentle more gentle most gentle
friendly friendlier friendliest
friendly more friendly most friendly
quiet quieter quietest
quiet more quiet most quiet
simple simpler simplest
simple more simple most simple
Taken from: http://www.eflnet.com/tutorials/adjcompsup.php

Let´s do the following activity during the tutorship this week:
54
1. Look at the following statements and let´s discuss them:
Four topics you should never discuss with clients

• Politics
• Religion
• Gossips
• Regrets
2. Now name some topics you need to discuss with your clients.
3. Which strategies do you use or would you use to attract new clients?
Taken from: http://eldespacio.files.wordpress.com/2011/01/payaso.jpg
55
56
This chapter
In this chapter, you will learn about keeping old clients. After initial questions, you will study
some key vocabulary. Some of this vocabulary will appear in the reading and in reading com�
prehension activity. Then you will listen to a customer asking for help in a shop. The writing
activity, for this chapter, consists of writing a mail to a client who is complaining about the
latest services he has received. The chapter finishes with a speaking activity to be developed
during the virtual tutorship.
What do you know?
Answer the following questions:

YES NO
Are you a faithful client?
Do you think “the client is always right”?
Do you think it is easy to keep old clients?
Taken from: http://www.360interactivemedia.com/files/8712/8469/0867/Happy_Clients_slide.jpg
57
Vocabulary
Take the words from box 1 and combine them with words from box 2 to make the appropriate
collocations.
Existing Lower E-mail

Phone Social
Clients Cost
Direct Client Campaign
Calls Network
Contact Stalking
1. _____________________________________________
2. _____________________________________________
3. _____________________________________________
4. _____________________________________________
5. _____________________________________________
6. _____________________________________________
7. _____________________________________________
58
Reading
Reasons for maintaining clients
Statistically it is seven times easier to maintain an existing client than is to go out and get a
new client. On a common sense level, it just makes a good business strategy to try to main�
tain as many existing clients as you can. This will allow you to plan ahead and budget more
for the future. The following are a few more reasons for maintaining existing clients.
Rapport is already established.

The hard work of getting to know your client has been done. You know their corporate
strategies, their ways of thinking, and ways of doing business. Heck, you even know how
many olives they enjoy in their martinis. Having worked together before, everyone involved
is more comfortable during the new project. Already having rapport with the client means
that they trust your judgment and input, they know that their project is in capable hands.
With the proverbial ice being broken, you can skip the first step of client-freelancer-postur�
ing and get down to the matter at hand: making a great project.
Lower Cost of Retention vs Marketing.

It costs less to keep an existing client content, over marketing your services to a new client.
This is true in almost every other business model known to man, and it especially holds true
for freelancing. If an existing client has a concern with their e-commerce site that be solved
with a quick email, what did that email cost you? Five minutes away from watching ‘Lost’?
Your five-minute email just saved your client five hours of headache and worry. That five-
minute email is worth its file size in gold to the client. It keeps your existing client content
and didn’t cost you anything. The next time you pay for advertising, think of how many new
clients you attract for $100 and how many existing clients you keep content for free. The
little things you do for existing clientage can really add up.
It Keeps Your Name in Their Mouths.

By keeping in touch with existing clients, it keeps your name in their mouths, of course I am
talking referrals! A happy customer is the best marketing that anyone can have.��
��
Michael La�
Boeuf said it best, “A satisfied customer is the best business strategy of all.”. Think back to
our five-minute email scenario, the existing customer knows you saved him time and worry.
He will tell anyone who is willing to listen about his awesome customer service experience
with his web designer. That kind of candid testimonial reaches farther than any advertising
dollar you have to spend.
Keep the Lines of Communication Open.
In this day and age, there are almost limitless ways to keep in touch with your existing cli�
ents. From old school mailers and newsletters to a quick twitter direct message, reaching
out to a client should be quick, thought out, and never perceived as a tedious task.
59
Newsletters
Since moving into the 21st century, the amount of snail mail a business receives is on the
decline. One way to set you apart from the pack is to design a mailer. It could be an actual
newsletter or perhaps even a postcard with a promo code. Another good idea would be
sending a holiday card or birthday card to your client.
Email Campaigns
Since everyone (including my grandmother) has an email address now, an email campaign to
contact is easier and more effective than ever. Most e-mail newsletter software is affordable,
if not free, and will allow for mass communication to clients.
Phone Calls
While this part of the game may make you feel like a telemarketer, calling your existing cli�
ents during their major milestones will lessen the “I’ve got something to sell you” speech
and seem more genuine. Even if you get the voice mail of your client, leave a quick message
congratulating them on their recent success.
Commenting on Blogs
If some of your clients have blogs, subscribe to their RSS feeds and categorize them under
‘Clients’. Check it every few weeks, read an article or two, then leave simple constructive
feedback in a comment. Try to refrain from the typical “Nice Post!”, “Interesting read.” or
“First!”. Remember everyone needs a little comment love every now and again.
Social Networks
Right after my grandmother got an email account, she signed up for Facebook. I wish I
was joking. Social networks are the hot, “in” thing now, some people even communicate
through social networking channels more than standard email. Social networking is chang�
ing the way people communicate online. So it only stands to reason that one should contact
your clients via their social network of choice. While social networks are often less formal
than email or other means of contact, one should still exhibit a professional customer driven
persona.
Direct Contact
While all the means of contact above work. The most direct way of contact is physical face-
to-face contact. This could be a planned “I was in the neighborhood” visit or could even be a
60
chance encounter while shopping with your family. Now with some clients this is impossible;
say the ones in different time zones but, if they are local to your area this method of contact
is a valuable tool.
Client Stalking is Bad.
During your initial project with a client, ask if it’s alright to contact them in the future after
the scope of the project has been completed. I have never had a client tell me no. Most cli�
ents will like the upfront nature of this comment, it shows you value their time and respect
their privacy by only contacting them if they wish. If the client does give you permission to
contact them, that doesn’t mean contact them every time they issue a press release or stop
by their shop every Thursday. Limit your interaction to big events, such as:
• A new store location.
• Your contact at the client’s office getting a promotion.
• If local and announced to the public, the client recently had a new child.
• Major holidays (keep the card generic, “Happy Holidays” not “Merry Christmas”).
• Contact or client’s birthday.
In Closing
Maintaining existing clients is a reward experience for any freelancer. The key to keeping
any client happy albeit, a full service web design client or a ‘mom-and-pop’ start-up needing
help with social networking for the first time, is customer service. So keep your customer
service kung fu strong until next when talk about essential contract basics for freelancers.
Taken from: http://www.1stwebdesigner.com/design/client-tactics-maintaining-existing-clients/
61
Check understanding
Label each title with the picture:

1. Keep the Lines of Communication Open.
2. Lower Cost of Retention vs Marketing.
3. It Keeps Your Name in Their Mouths.
4. Rapport is Already Established.
62
Listening
In the virtual classroom you will hear a customer asking for help in a shop. Write down the
answers to the questions concerning what she wants. You can listen the conversation as
many times as you need. After you have finished, click on the arrow to see if you have an�
swered the questions correctly.
1. What did the woman receive as a gift?
__________________________________________________________
2. What kind of gift was it?
__________________________________________________________
3. Why does she not want it?
__________________________________________________________
4. Why can’t she get her money back?
__________________________________________________________
5. What can she do with it?
__________________________________________________________
6. What would she like?
__________________________________________________________
7. What kind of handbag would she like?
__________________________________________________________
8. What kind of handbag was she looking for?
__________________________________________________________
9. Where is the handbag that she likes?
__________________________________________________________
10. What is the problem with the handbag she likes?
________________________________________________
63
Writing:
One of your best clients is complaining about the latest services he has received; write an e-
mail to him where you try to keep him as a client, offer him a special gift.
Let´s talk about your experience as a customer:

• How satisfied are you with the purchase you made (of a product or service)?
• How satisfied are you with the service you received?
• How satisfied are you with our company overall?
Loyalty questions
• How likely are you to buy from us again?
• How likely are you to recommend our product/service to others?
• How likely are you to recommend our company to others? Why?
64
This chapter
In this chapter we look at social responsibility, we will discuss and analyze some pictures and
talk about environmental disasters. In the beginning you will get familiar with some key vo�
cabulary, followed by an activity to practice it. During the reading activity you will read the
text: “Business Environmental Responsibilities”, after reading, you are expected to answer
some questions. There is also a grammar section the use of articles is explained. At the end
of the chapter there is an activity to be developed during the virtual tutorship.
What do you know?

Let´s see the following pictures: what do you think about them?
Taken from: http://rainforestradio.com/wordpress/wp-content/uploads/2010/04/enero-1999-ave-empetrolada-.jpg
Taken from: http://panoramaaz.com/wp-content/uploads/2012/01/contaminacion.jpg
65
Vocabulary
Write a sentence with each one of the following words taken from the reading text:
1. Carbon offsets
________________________________________________________________
2. Pollution Control
__________________________________________________________________
3. Recycling
__________________________________________________________________
4. Alternative Energy
__________________________________________________________________
5. Environmental damage
__________________________________________________________________
Taken from: http://3.bp.blogspot.com/-cjqL189HO1s/TbomuOtimGI/AAAAAAAAAtk/lgMcSLG-tlU/s1600/NH_Apr27.jpg
66
Reading
Read the following text:
Business Environmental Responsibilities
As environmental concerns continue to increase in the public eye, businesses are falling un-
der more scrutiny to ensure that their practices are environmentally ethical and are not inap-
propriately polluting the environment. Some environmental responsibilities are mandated by
law while others are carried out simply because it can improve a company’s corporate image.
Companies that cannot modify their operation to become environmentally compliant can so-
metimes purchase carbon offsets to compensate for the environmental damage they may be
causing.
Pollution Control
Companies that are engaged in industrial lines of work are more likely to be producing har�
mful emissions that can damage the environment. Even if you are operating an Internet com�
pany, you can still reduce the environmental impact of your operations by purchasing data
services from a company that is powered by renewable energy. Industrial companies can
look to modify manufacturing practices and parts to reduce harmful emissions output.
Recycling and Alternative Energy
Beyond offering recycling containers for employees, businesses can purchase recycled office
equipment and furniture. By increasing the amount of recycled office equipment in circula�
tion, the amount of new equipment that needs to be produced goes down, thereby decrea�
sing the environmental impact that office equipment manufacturing creates. Other ways to
recycle include installing heat recovery systems and renewable energy sources to power the
office building or manufacturing equipment.
Corporate Social Responsibility
Some businesses employ a series of principles that represent their own interpretation of
corporate social responsibility. Before the environment became a growing concern, social
responsibility may have been interpreted using different criteria; however, today it is often
judged by environmental improvement. Businesses that cannot change operating procedu�
res to improve the environment may become contributors and volunteers in environmen�
tal activism. By funding and supporting environmental activism, these businesses can fulfill
their corporate social responsibility.
Carbon Offsets
Companies that operate in the manufacturing sector are most likely to be the companies
that are contributing to environmental pollution. If they cannot modify their manufacturing
procedures, they can purchase carbon offsets. A carbon offset, or carbon credit, is a financial
instrument that companies purchase to compensate for environmental damage they may
be causing. The proceeds go to support environmental projects that offset and compensate
for any environmental damage from the company.
Taken from: http://www.ehow.com/info_8105167_business-environmental-responsibilities.html
67
Check understanding
What do you think about the following statements:
• Companies that cannot modify their operations to become environmentally compliant.
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
• Social responsibility may have been interpreted using different criteria
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
• Companies that operate in the manufacturing sector are most likely to be the companies
that are contributing to environmental pollution.
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
Listening
In the virtual classroom you will find a video about a company environmental policy.
On this space summarize this policy:
68
Articles in English
Here are the rules for when to use “A, An or The”:

a = indefinite article (not a specific object, one of a number of the same objects) with con�
sonants
She has a dog.I work in a factory.
an = indefinite article (not a specific object, one of a number of the same objects) with
vowels (a,e,i,o,u)
Can I have an apple?
She is an English teacher.
the = definite article (a specific object that both the person speaking and the listener
know)
The car over there is fast.
The teacher is very good, isn’t he?
The first time you speak of something use “a or an”, the next time you repeat that object
use “the”.
I live in a house. The house is quite old and has four bedrooms.
I ate in a Chinese restaurant. The restaurant was very good.
DO NOT use an article with countries, states, counties or provinces, lakes and mountains
except when the country is a collection of states such as “The United States”.
He lives in Washington near Mount Rainier.
They live in northern British Columbia.
Use an article with bodies of water, oceans and seas -
My country borders on the Pacific Ocean
DO NOT use an article when you are speaking about things in general
I like Russian tea.
She likes reading books.
DO NOT use an article when you are speaking about meals, places, and transport
He has breakfast at home.
I go to university.
He comes to work by taxi.
Taken from: http://esl.about.com/library/quiz/bl_articles1.htm
69
Let´s do the following activity during the tutorship this week:

Search on Internet for some environmental disaster where famous companies have been in�
volved, share them during the virtual tutorship and let´s describe the disasters and discuss
them.
70
This chapter
In this chapter you will continue looking at social responsibility, this time we will focus on
community development. In the beginning you will develop a short activity to discuss some
important points. During the reading activity, you are expected to analyze a text about Leno�
vo social investment. In the writing part you will write about some possibilities to promote
community development from your business or business idea. At the end of the chapter
there is an activity to be developed during the virtual tutorship.
What do you know?
Which of the following statements do you agree with? Why?

• Companies should give back to the communities
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
• Companies should contribute to the social development to the community
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
• Companies should disregard the environment to maximize profits
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
71
Reading
Read the following text:

Next Generation Hope Fund
Lenovo, as a next generation global company, is redefining

how things are done. We conduct business a bit different�
ly than others and Lenovo’s Next Generation Hope Fund is
consistent with this approach. Lenovo and our employees
worldwide support the needs of the communities where we
live and do business through select investment opportuni�
ties that leverage our innovation leadership and global cul�
ture. Like our industry leading products, we enable doers to
do more through social investment programs that support
a wide range of programs including those focused on education, research, entrepreneurship, disas�
ter relief and regional community outreach. To help ensure program success, we evaluate the effec�
tiveness of each investment against predefined goals upon completion. Lenovo provides assistance
through cash contributions, equipment donations, and employee volunteer hours. As a company,
Lenovo annually commits 1% of our pre-tax income to programs and initiatives that
Education
Education is the passport to our growth and economic prosper�

ity. Lenovo is a global industry leader in the education market
and we are uniquely positioned to make a sustainable difference
through our support of education related programs and initiatives.
Lenovo aims to advance, enhance and extend education at

all levels. We support education related programs and initia�
tives through our industry leading products and technologies,
community investments and program sponsorships. We don’t limit the scope of our education re�
lated social investments but rather we consider each opportunity based on its own unique merits.
Lenovo donates equipment, provides cash contributions and lends our expertise to schools and re�
lated organizations across all global markets. Lenovo supports global education investments in both
K-12 and higher education.
Youth Public Entrepreneurship (Lenovo China)
Established in 2009, Lenovo’s Youth Public Entrepre�

neurship program is one of China’s leading philanthropic
initiatives. This program, which targets college stu�
dents in China, encourages youth entrepreneurship in
China’s public welfare organizations. This innovative
72
program assists young people building careers in public welfare while helping to make China’s public
welfare enterprises more vibrant and dynamic. Lenovo China offers its professional resources to assist
in training, public practice, venture capital, and other skills so that young college students interested in
careers in public entrepreneurship can successfully achieve their goals.
Global Disaster Relief
Lenovo has a long-standing practice of assisting communities around the world when di�
saster strikes. Lenovo and our employees are committed to helping those less fortu�
nate and to lend a helping hand to those who can no longer provide for themselves.
During FY 2009/10, Lenovo and our employees supported various global disaster relief efforts includ�
ing relief efforts in Haiti, Chili and Taiwan. Lenovo’s response to the January, 2010 Haiti earthquake
included financial support for the Medical Missionaries, equipment donations to the American Red
Cross, and a global employee charitable campaign with employee donations supporting the American
Red Cross. Lenovo employees worldwide donated over $60,000 USD to the American Red Cross in
support of the Haiti earthquake relief effort.
Regional Community Outreach
Lenovo’s regional offices have established extensive relationships with their

local communities and regional non-governmental organizations. These
regional offices support education, environmental and social causes unique
to their community.
See Lenovo’s most recent sustainability report for examples of our com�

munity outreach programs or information on any of Lenovo’s other social
responsibility initiatives.
Taken from: http://www.lenovo.com/social_responsibility/us/en/social_investments.html
Check understanding
Now summarize the reading in the following chart:
Lenovo Social
Investment
73
a. Write about the ways in which your business or your business idea would give back to
the community.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
b. Design a campaign to promote community development:
74
Let’s analyze the following pictures:
Taken from http://themicroloanfoundation.files.wordpress.com/2010/06/polyp_cartoon_corporate_social_responsibility.jpg
1.
Taken from: http://nickel.vale.com/development/reports/social/2003/images/11_total_community_giving.gif
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1

Chapter 1 Estructura de negocios

Niveles Comprender Hablar Escribir

Evaluación del aprendizaje

Actividad Descripción Porcentaje de la nota

WRITING Producción escrita en inglés so�

LISTENING Actividades de comprensión de

Actividad RECURSO ENTORNO

What do you know?

Taken from: http://200.93.163.76/samuel/images/stories/-plaza652.jpg

Answer the following questions

• What kind of business is this?

• Who does own the business?

Taken from: http://www.massmutual.com/mmfg/images/disadvantages_of_family_business.jpg

Family Business, Businesses Families

The family is the foundation of Chinese organizations, including business

1. How many family members are his partners?

2. Does he expect them to do what he wants?

MODALS TO EXPRESS DEGREE OF NECESSITY

Somebody couldn´t Somebody you

You Had better Somebody had better not Somebody you

Business How It Is Done

Let´s think and discuss about family business in Colombia:

3. What kind of business?

Now write here the answers for these questions.

What do you know?

Corporations Operations Regulations Markets

Entity Owners Managers Clients

What Is Corporate Business

1. Corporate earnings are subject to double taxation.

2. Setting up a corporation is more time consuming and complex than proprietorship or

Benefits of Corporation Business:

3. Corporation ownership can be transferred more easily than proprietorship or partner�

• Increasing Market Share

• Expanding Current Product Lines

• Improving Employee Retention Rates

Let´s discuss about the following mind map:

What do you know?

2. The colors of your packaging. �����������������������������������������������������

5. Weights and measurements. �������������������������������������������������������

8. Pictures of your product on the label. ���������������������������������������������

14. Country of origin. ��������������������������������������������������������������������

Taken from: http://statesidesolutions.com/wp-content/uploads/2012/02/Import-Export-Business-2-2.jpg

How to Prepare Your Product for Import/Export

2. The colors of your packaging

3. Overall Packaging and labeling desing

4. The size or quanty of your products itself

_________a. checks availability of products in the warehouse

Form of Present Perfect

Pronoun Positive Negative Question

Exceptions in spelling when adding ed Example

Use of Present Perfect

 Puts emphasis on the result

Example: She has named the product

 Action that is still going on

Example: packing process has not started yet.

 Action that stopped recently

Example: She has called the company.

 Finished action that has an influence on the present

Example: I have sent the sugar in a container

Example: I have never worked on logistics.

Signal Words of Present Perfect

2. We/decide/fabric will be the packing material

4. The company/take care/ Environmental effects

2. The colors of your packaging. ��

5. Weights and measurements. ��

8. Pictures of your product on the label. ��

14. Country of origin. ��