Mastering Business Vocabulary and English Grammar

Key Business and Economic Terms

Globalization: A process of interaction and integration among people, companies, and governments of different nations.

Infrastructure: Basic facilities and services of a country, for example, roads, water, and power.

Issues: Important subjects that people discuss.

Profitability: The ability of a business to make money.

Welfare benefits: Money paid by the government to people in need, for example, the unemployed.

Flight of capital: A movement of large sums of money out of a country.

Rule the roost: To be the person who makes all the decisions in a group.

Adjective Order in English

When using multiple adjectives, follow this sequence: opinion, size, age, shape, color, origin, material, purpose/qualifier/be about.

Brand Management and Marketing

Benefits for Manufacturers

• Easier to sell
• Greater profit
• Greater market value
• Greater customer loyalty
• Possibility for brand stretching
• Brings prestige
• Easily identifiable product

Benefits for Customers

• Allows for feedback
• Status symbol
• Branded goods guarantee high quality
• Great customer support
• Accessible all over the world
• Exclusive models
• Greater comfort
• Trustworthy product
• Certified/Brand = reputation = warranty

Essential Brand Terminology

• Loyalty: The tendency to always buy a particular brand.
• Image: The ideas and beliefs people have about a brand.
• Stretching: Using an existing name on another type of product.
• Awareness: How familiar people are with a brand (or its logo or slogan).
• Launch: The introduction of a product to the market.
• Lifecycle: The length of time people continue to buy a product.
• Range: The set of products made by a company.
• Placement: When products are used in films or TV programs.
• Endorsement: The use of a well-known person to advertise products.
• Leader: The best-selling product or brand in a market.
• Research: Information about what consumers want or need.
• Share: The percentage of sales a company has.
• Challenger: The second-best selling product or brand in a market.
• Segment: Customers of a similar age, income level, or social group.

English Conditional Sentences

Zero Conditional: Certainty

If + present simple, present simple

First Conditional: Real Possibility

If + present simple + will + base verb

Second Conditional: Unreal Possibility or Dream

If + past simple, would + base verb

Example: If I studied, I would pass the exam.

Example: If I had the money, I would lend it to you.

Third Conditional: No Possibility

If + past perfect, would have + past participle

Example: If I had won the lottery, I would have bought a car.