Unit 1
Advertising An organisation’s programme of advertising activities over a particular period of time
campaign with specific aims, for example to increase sales of a product
Asset Something or someone that is useful because they help you succeed or deal with
problems
Bankrupt Not having enough money to pay your debts
Billboard A large sign used for advertising
Bureaucratic Involving or having a lot of complicated and unnecessary official rules
Chair 1. To be in charge of a meeting
2. The chairman or chairwoman of a company or organisation, or the job of
chairman or chairwoman
Deceive To make someone believe something that is not true in order to get what you want
Demand The total amount of a type of goods or services that people or companies buy in a
particular period of time
Distributor A person or business responsible for making goods available to customers after they
have been produced, either one that sells directly to the public or one that sells to shops,
etc.
Goodwill payment A payment made to senior members of a business as a reward for the hard work
Headquarters The head office or main building of an organisation
Hire 1. To agree to give someone a permanent job
2. To employ a person or an organisation for a short time to do a particular job for
you
Logo A design or way of writing its name that a company or organisation uses as its official
sign on its products, advertising, etc.
Manufacturer A producer who uses machinery to produce large quantities of goods to be sold
pitch To try to make a business agreement, or to sell something in a particular way
Promote To help something develop, grow, become more successful, etc. or encourage something
to happen.
Promotional Promotional activity may involve special advertisements or free gifts intended to sell a
product or service
Recipient Someone who receives something
Stock A supply of goods, kept for sale by a shop or other retailer
Strategy A process of skilful planning in general
Subsidiary A company that is at least half-owned by another company
Supplier A company that provides a particular type of product
, Unit 2
Brainstorming A way of developing new ideas and solving problems by having a meeting where
everyone makes suggestions and these are discussed.
Brand A name given to a product by a company so that the product can easily be recognised
by its name or its design
Brand image The collection of ideas and beliefs that people have about a brand
Brand name The name given to a product by a company so that the product can easily be recognised
by its name or its design
Competitive An advantage that makes a company more able to succeed in competing with others
advantage
Domestic market The country you live in or where a company is based, seen as a place where goods or
services can be sold
Emerging Countries, especially those in Asia, Africa and south America that are just starting to
have influence or power in trade, finance, etc.
Glocalisation The idea that companies should think globally, but use methods in each particular place
that are suited to it.
Growth An increase in size, amount or degree
Joint venture A business activity in which two or more companies have invested together
Launch An occasion at which a new product is shown or made available for sale or use for the
first time
Minutes An official written record of what is said and decided at a meeting
Position If a company positions a product in a particular way, It tries to get people to think about
it in that way in relation to the company’s other products and to competing products.
Positioning The way that people think about a product in relation to the company’s other products
and to competing products, or the way that the company would like them to think
about it
Premium Premium products, goods, etc. are of higher quality than usual
promote To try hard to sell a product or service by advertising it widely, reducing its price, etc.
Retail A shop, etc. that is open to members of the public
Segment A group of customers that share similar characteristics, such as age, income, interests
and social class
Segmentation Dividing a large of group of people into smaller groups of people of a similar age or with
similar incomes, interests, etc. so that products that are most suitable for each group
can be sold to it
Slogan A short phrase that is easy to remember and is used by an advertiser, organisation, or
other group
Target A limited group of people or are that a plan, idea, etc. is aimed at
Wholesaler A person or company that sells goods in large quantities to businesses, rather than to
the general public
