vypsaná slovíčka

easily identified by its name or design - brand
a series of items which give customers a choice - product range
retailersmaloobchodnícifocusezaostřit
penetrate
proniknout
extend
rozšířit
launch
spustit, zahájit
unless
ledaže
preoccupy
zaujmout
convert
přeměnit
approach
přístup, přiblížit se
to enter a market and obtain a share of it - penetrate
a future long-term plan of action - strategy
to be attractive to someone - appeal
a part of the market - segment
to aim at an objective - target
(target market - the age, social status, and income of the group that the brand appeals to)

meet the demanduspokojit poptávku


celebrity endorsement
superbrand

marketing approach:
“Selling focuses on the needs of the seller; marketing on the needs of the buyer. Selling is preoccupied with the seller´s need to convert his product into cash; marketing with idea of satisfying the needs of the customer..” (Theodore Levitt)
USPs (unique selling points) - features of a product or service which make it different from its competitors
remain
zůstat
relaunch
přimět
dare
odvážit se
wonder
zajímat
associate
spojovat si
achieve
dosáhnout
relate
spojovat
meaningful
smyslplná
familiar
známý
enter maturity
vstoupit na vrchol
go on
pokračovat
mature
zralý
facelift
úprava vzhledu
instance
příklad, ukázka
bonnet
čepec
The product life cycle
















Grammar - MODALS

Can would would be able to - could

opisný tvar, tam kde nejde modál. sloveso s jiným modálním slovesem, s will, v perfektu

CAN - cannot/can´t
vyjadřuje obecnou schopnost (Can you done?)
smysly - Can you see, hear, smell, feel it?
žádost - Can you help me?
My grandfather couldn´t swim /obecná schopnot - neuměl/ but he was able to reach the shore.
managed to
MUST - jen present tense
I must eat less, I´m putting on weight.
I have to wake up early tomorrow because of my work. (responsibility)
I don´t have to wake on Saturday. = I am not obliged to wake up.
We - needn´t
- don´t need to buy bread as we still have some. = It isn´t necessary.
We needn´t have takend the umbrella as it eventually didn´t rain = It wasn´t necessary.
You are not allowed to /mustn´t /can´t ... smoke here!
is able tocandon´t have todon´t need tomight /couldmayought toshould FORMAL /URGENT / INFORMAL

Podmiňovací způsob
WOULD
Would you like some tea?
I would come, but I will have to go to work. ( + Conditionals)
SHOULD
you should /ought to learn harder ... you shouldn´t /oughtn´t to smoke (doporučení)
You shouldn´t have said that. (To si neměl říkat.)
You should have been wearing a helmet.
COULD
We could go to the cinema tonight, what do you think? (suggestion)
Yesterday we could have gone to the cinema but we were lazy so we stayed at home.
(mohli jsme)
Writing
following on fromfurtherI am happy to send youI have pleasurea free sample fou you to look ata complimentary samplemake it differentset it a part fromcomingapproachingwe can´t agreewe are anable to considerwe are readywe are preparedI hope to hearI look forward to hearingwhat you thinkyour viewssoonin the near future
Connector

that´s why / so (Other makes broke easily ... so we made something light a strong.)
so that (We made it small ... it could fit into a pocket easily.)
this means (We made it small ... walkers will always take it with them.



6. Retail Object (pen, flower,...) x Subject (topic, what is about)

department store - a large shop on many floors divided into separate sections, for example electrical goods, furniture, and fashions
chain store - a series of similar shops in different towns which are owned by the same company
specialist retailer - a shop specializing in particular goods, for example, computers, CDs,..
corner shop - a small shop selling essential groceries, newspapers, often run by a family
hypermarket - a huge supermarket, with easy parking, usually outside, or on the edge of town which sells everything from food and drink to clothes, elecrical goods, and furniture
shopping mall - a covered gallery or building containing many different shops
supermarket - a large shop in a town or serving an area of a city which sells food, drink, and thing for cleaning your house.
boutique - a small, independent shop which sells clothes, often with designer labels

Middleman - person who helps to arrange things between people who cannot talk to other each
Wholesaler - a business that sells goods to the public
Warehouse - storage, storehouse /skladiště/
product - goodslarge storeroom - warehouse
selection of (TVs) - rangeshop - ratail outlet
straight - directlymiddleman - wholesaler
show - displaypeople who make (products) - manufacturers
buy - purchaseas many as they think they need - in the quantity required
choose - selectmake products in large amounts - mass-produce
keep them safe - stock
shelf /shelves - polička; aisle - ulička; display - obrazovka; checkout - místo kde se platí
trolley - vozík; basket - koš; row - řada
a secret word that gives you permission to do something - password
connected to the Internet - on-line
the flashing line which indicates your position on the screen - cursor
a device you use to control movement around the screen and to select items - mouse
a list you use for quick access to websites you visit regularly - favourites
you do this to select an item - click

A MEMO
- a memorandum, or memo for short, is a note sent within an organization to inform staff. It is one of the most common forms of commercial correspondence.
- cc: AS/JR/MSQ ...this means copies to these people. Often only initials are used.
- Re: Unauthorized use of the Internet ...this states the subject of the memo
- memos do not begin with Dear ...and are usually not signed
- memos have brief introduction, which come straight to the point
- points are usually introduced with numbers or bullets
grocery - potravinářstvíswipe - tvrdý úder, odpálittills - pokladny
suburb - předměstíleisure - volnocharm - šarm
supervisor - dozorce
Future forms with will

Future simple (will + base form of the verb) - facts and predictions
*The firm will be 100 years old in August. This train will call at Lille. The euro will recover at the beginning of the New Year.

Future continuous (will + be + present participle (verb + ing)
*The new plant will be producing units in August. I´ll sill be working at 7 p.m.

Future perfect (will + have + past participle)
*We will have sold sixty thousand units by Christmas. I will have finished this report by lunchtime.
7. Competition {konkurence} = rivalry
competitive
konkurenceschopný
severe
zlý, náročný, těžký
competitiveness
konkurenceschopnost
reliable
spolehlivý
perfect competition
dokonalá konkurence
fail
selhat
imperfect ...
nedokonalá ...
showroom
předváděcí místnost
competition across the market
konkurence napříč trhem
put on cardboard
uložit do krabice
...on the demand side
...na straně poptávky
leak
prosakovat
...on the supply side
...na straně nabídky
executives
výkonná moc
monopoly
monopol
survive
přežít
monopsony
monopson
based on
založeno na
oligopoly
oligopol
strorage
uskladnění
tender
veřejná soutěž
break down
strhnout
costs
náklady
stockroom
sklad
compete
soutěžit
redesigne
rekonstrukce
competitor
konkurent
..were encouraged
..byli povzbuzeni
budget
rozpočet
measure
míra
tremendous
hrozivý
constantly
stále
struggle
boj, zápas
result
výsledek
inefficient
nedostatečný
eventually
nakonec
overstaffed
s nadměrným počtem zaměstatnaců
remporary
dočasně
facing
včele
tipewriter
psací stroj
breathing place
oddech
emphasizing
zdůrazňující
reassure
ujistit
accordingly
podle toho
acknowledge
uznat, připustit
feedback
odezva
reward
odměnit
consequently
proto
satisfy
uspokojit
report
odhlásit
crack
prasklina
possessing
držení
performance
výkon
due
očekávání
assure
zaručit
token
projev
approval
souhlas
appreciation
porozumnění
dissatisfaction
nespokojení
reluctant
váhavý
craftpeople
řemeslníci
is melted
je roztaven
breakage
rozbití
sales
odbyt, prodej
flaw
vada
facilities
možnosti
reject
odmítnout
have complaine
stěžovat si
remaining
zbývající
chaim
řetězec
We need a fresh marketing strategy if - we are going to stay ahead of the competition.
One way of dealing with competitor - is to take it over.
Our range is looking tired, we need to - come up with some new product ideas fast.
According to our sales figures, our rivals - are catchig us up fast.
Have you seen their catalogue? They´ve - brought out a vacuum cleaner just like ours!
Trough clever marketing they - turned working clothes into fashion items.
They´re hoping that the new managing director can - turn the failing company around.





transform - turn into (proměnit)
invent - come up with (vynalézt)
keep in front - stay ahead (držet, udržet se vpředu)
gain ground/come up from behind - catch up (dohonit)
produce/introduce something new - bring out (vydat, představit něco nového)
rescue/make successful again - turn around (zlepšit se, obrátit)
gain control - take over (převzít)
out of date and old-fashioned - obsolete
the usual way of doing something - practices
pass in front - overtake (předhonit, předběhnout)
neither to lose not make money - break even (bod zvratu, zisk ani ztráta)
change - switch (změna)
competitors - rivals
lose a lot o money - make enourmous losses
SWOT ANALYSIS
A clever company management works out periodically the Swot Analysis on the basic of which furher business strategy is worked out. All the positive aspects of the company´s life together with the negative ones are evaluated, mistakes are discussed together with circumstances (okolnosti) threatening the firm in question´s existence. The issue of taking advantage of all the opportunities that the firm may face is of no less importance.
S - strengths - silné stránky podniku
W - weakness - slabé...
O - opportunities - příležitosti
T - threats - hrozby či situace, které mohou přivodit zánik podniku
clerical staff = white-collar clerical workers (administrativní pracovníci)
blue-collar staff (dělnická třída)
PARETO´S PRINCIPLE
Also know as the “eighty-twenty” rule, Pareto´s Principle says that 80% of company´s profits come from 20% of its activities. In the case of a supermarket, four-fifties of its sales will come from one-fifth of its product range. It is common phenomenon which applies to many businesses.


TGM: Total Quality Management
-system where everybody in company is responsibled for quality of products. Staff (in the firm) have to check, measure quality, solve problems and make improvements.


JIT: Just in time
-system where parts and components arrive just before they are needed.
Grammar!!!
Making comparisons
Adjectives ▪ Adverbs
tall - taller - the tallestfar → far - further - the furthest
nice - nicer - the nicestgood → (well) - better - the best
easy - easier - the easiesthappy → happily, easy → easily
big - bigger - the biggest (slim)beautiful → beautifully, cheerful → cheerfully
interesting - more interesting - the most...bad - worse- the worst, little - less - the least
Ř → late, early, daily, long, little, fast, hard, far, short, heavy /no changes, adjective and adverb are the same/

Jindra is as(so) tall as my brother. (tak-jako)I like coffee better than tea.
Delux version is less economical. What do you like best?
My brother is younger than Jindra.They work more productively when...

more - the most (více-nejvíce) !!! The adverb hardly means very little !!!
less - the least (méně-nejméně) !!! ...hardly - stěží, sotva; shortly - (soon), brzy !!!
slightly (mírně, lehce, trochu)
a little
much
quite a lot (celkem hodně)
a lot
considerably (značně) - Their prices considerably lower than ours.
You look good;o) It smells nice. It´s nicely painted, well written.
























8. Innovation

Invention - a new product or an idea that has not existed before
Innovation - means taking an invention and developing it to make it a commecial product.

an entrepreneur - a business person ready to take risks
was founded - was established
a trademark - name or symbol
the prototypes - first models
a breakthrough - an important development
components - separate parts
a pioneer - an early developer
the copyright - legal protection
license - sell permission to produce
patent - registr and protect

to discover something by change - come across
to have a thought (myšlenka) or idea - come up with
to establish - set up
to became popular - catch onm
to produce something new - bring out
to discover information by asking or studing - find out

Irregular verb: wind up - wound up

shire - region, part, area (Wiltshire - southwest of London)
brainwave - sudden good idea
license /verb/ x licence /noun/

cheat /somebody/podvést někoho
vacuum cleaner
vysavač
be disappointed
být zklamán
deaf
hluchý
centrifugal
odstředivý
spread
rozšířený
meantime
mezitím
backing (back)
podpora (podpořit)
renew
obnovit
be disabled
být vyřazen
annual
roční
turnover - amount of money generated by sales each year, the total amount of goods or services sold by a company during a particular period of time
Grammar!!!
The passive voice
Trevor Baylis /SUBJECT/ invented the free play radio /OBJECT/ in 1993.
The free play radio was invented in 1993.
be invented +ed
the pasive voice past simplebe done 3.tvar slovesa
modified according
to the tense
Prog.tenses:
It is just being done.
have/perfect tenses: It has/had been done.
the infinitive:It has to be done.It should have been done.
It must be done.
Př.: They were packing the goods. The goods were being packed.
9. Money and negotiation [:ni,gouši´eišn:] - jednání, vyjednávání
street market (whole Asia)
negotiable - if you can discuss a price it is negotiable
negotiator - vyjednavač, person who negotiates
The union is negotiating - for better pay and conditions.
I haggled - over the price of the carpet.
I swapped (vyměnit) the white car for a blue one.
She deals in unknown artists´ work.
describes the regular business activity of buying and selling products - dealing
means to discuss in other to make an agreement - negotiate
means to argue about a price in lively and noisy way - haggle
is an informal way of saying exchange - swap
a very good price - bargain
in return for something - concession (úleva, ústupek)
repayment - refund
a reduction in price - discount
money for your inconvenience - compensation (odškodnění)
If you talk somebody into (out of) something, you persuade them to do (not to do) it by giving them good reasons.
přesvědčivý = persuasive person x convincing arguments
tough - pevný, obtížný, nesnadný (...question...)
break the ic