INSTITUTO SUPERIOR TECNOLÓGICO PRIVADO DE COMERCIO EXTERIOR

R.M. 1066 – 84 ED / R.M. 0420 – 94- ED / R.D. 043-2005-ED

ADMINISTRACIÓN DE NEGOCIOS INTERNACIONALES

MÓDULO:
INGLÉS

CURSO:
INGLÉS APLICADO AL COMERCIO INTERNACIONAL II

CICLO: VI

MANUAL DE EJERCICIOS

2010 II

Material compilado por el Centro de Idiomas de ADEX para el

Instituto Superior Tecnológico de Comercio Exterior
UNIT 1: TELEPHONING
UNIT 2: COMMERCIAL CORRESPONDENCE FOR INTERNATIONAL
TRADE

Reasons for Writing

Letters in English often begin with the reason for writing. Look at the opening words of seven
different letters and complete the sentences, using the phrases on the right.

e.g. I am writing to confirm our meeting next Tuesday.

I am writing to confirm… …your letter of 25 June.

I am writing to apologize…
I am writing in answer to…
I am writing to thank you…
I am writing to inquire…
I am writing to inform you…
I am writing regarding…
…for the delay.
…our meeting next Tuesday.
…about your English courses.
…the order we received.
…for sending me the books.
…that I will not be able to come to your reception.
Source: Business First – Colin Benn, Paul Dummett, Macmillan Heinemann English Language
Teaching
COMMERCIAL CORRESPONDENCE FOR
INTERNATIONAL TRADE

INTRODUCTION

Business correspondence is used in many ways. It is used to respond to a request, acknowledge an

order of receipt of merchandise, or to ask for a quotation. Many times it introduces your company
and its services and products to a client or business associate. Letter of presentation or it can serve
as a record to jog the memory about an action taken, or to make a claim.

Business correspondence (letters or faxes) is a substitute for personal visits to clients. They should
be courteous and at the same time efficiently transmit a clear message. They should cause the client
or other party to feel confident about the efficiency of your organization, and therefore they will
prefer your services and products over others.

Business correspondence should also be brief of possible. Most companies do not have time to read
tedious, redundant letters that do not “get to the point”.

In order to transmit a clear message, a letter (or fax) should be logically organized. Secretaries
should always double check spelling and make sure the letter has an orderly presentation. This
presents a professional, positive image for your company.

PARTS OF A LETTER

Business letters, especially when they are letters of presentation, or concerning an official matter,
should be written on a good quality letterhead paper. A modern letter basically has the following
parts:
Letterhead
Date
Inside Address
Salutation
Reference
Body of the letter
Closing
Name and title of sender
ID initials
Copy notation (cc)
Enclosures if any.
1. LETTERHEAD:
Centered at the top of the page. Should include address and telephone number. Use good quality
paper. (This is usually printed on the paper).

2. DATE:
In American English, in the USA, the date is written as it is said with the month first:

However, in British English, the date is written with the day first:

It is always best to write out the date, to avoid confusion.

3. INSIDE ADDRESS:
The inside address is the name and address of the person the letter is destined to. Try to
leave approximately 5 spaces form the date line and inside address.

If the letter is addressed to a specific person:

If the letter is addressed to more than one person, give each person to his or her title:

When a business letter is addressed to a married couple, the inside address uses the man’s
complete name preceded by the courtesy titles for both the man and woman.

Use the common surname with both courtesy titles in the salutation:

If the letter is addressed to a company instead of to a direct person:

If the letter is addressed to a company, then you may need to have an “Attention Line”.
The attention line can by typed 2 spaces after the inside address, and from the center of the letter to
the right. You abbreviate the word “attention”.
4. SALUTATION:
Some common salutations in English:

5. SUBJECT LINE:
The subject line helps point out the central theme of the letter is about. Type this about 2 spaces
under the salutation, either to the left or in the center to the right (according to the style of the
letter). Underline it.

6. BODY OF THE LETTER:

Here, organize your ideas into paragraphs, so that your letter makes sense. Whether or not you
indent for each paragraph depends on the style of letter your office prefers to use. Also, skip a space
between paragraphs to differentiate.

CLOSING:
Now that you’ve expressed your idea, you can end the letter. Some common closings in English
are:
NAME AND TITLE OF THE PERSON SIGNING THE LETTER:
Typed 4 or 5 spaces underneath “Sincerely yours”.

IDENTIFICATION INITIALS:
These are used to establish responsibility in case there is some typing error, when there are several
secretaries in one department of the office. Usually they go 2 spaces under and to the left of the
letter. Generally the initials of the boss are written in capital letters, followed by a diagonal slash
and the initials of the secretary in lower case letters.

ENCLOSURES AND COPIES NOTATION:

If you are sending some additional document along with your letter: pamphlet, check, invoices, etc.,
then you mention these documents 2 spaces below the identification initials, along the left margin.

When you are sending a copy of the letter to a third person type the following:
AMERICAN ENGLISH FORMAT

SIMMONS & WATER

1965 Tryon Street
Charlotte, North Carolina (1)

January 15, 2008 (2)

Treeman – Hughes Chemical Corporation

1458 Hampshire Road
Lincoln 9, NE 80784 (3)

Attention: Planning Engineer (4)

Gentlemen: (5)

Subject: Opportunities in North Carolina (6)

We are pleased to offer to you the service of our firm in conducting your investigation of
opportunity for your firm in North Carolina, which is fast becoming the nation’s center for chemical
industries. Because we have been established in this state for three generations, we are fully
informed of properties throughout the state; and since we have already serviced three other
chemical companies, and so know well the elements of prime consideration to you, we feel we can
offer you the most authoritative assistance available.

We hope that you will consider, specially, building in North Carolina. We hope that you will give
us opportunity to be of service to you. (7)

Very truly yours, (8)

SIMMONS & WATERS (9)

F.H. Waters
President (10)

F.H./tm (11)
Enclosure: brochure and DVD. (12)
BRITISH ENGLISH FORMAT

BRIGHTER
OFFICE
SUPPLIES
Limited
13 Mill Street
Harlows
Essex CN 20 2 JR
(1)Telephone Harlow 26721815
www.brighterofficesupplies.uk

Ms. A. Meiners
Simple Stationers Ltd
15 Mowbray Road
OTTAWA CANADA (2)

(3) 23 March 2008

Your ref: AM/SM

Our ref: SY/JB (4)

Dear Ms. Meiners, (5)

Thank you for your letter of 15 January. Our current catalogue is enclosed as you requested, but I
am afraid our price list is unavailable at the moment as it is being reprinted. However, I will send
you one as soon as they are available. (6)

Thank you for your interest in the company. We look forward to doing business with you in the
future.

Yours sincerely, (7)

(8)

Simon Young (9)

Sales Assistant (10)

Enclosure: catalogue and DVD. (11)

THE ENVELOPE

The size of the envelope usually varies according to the size of the paper or documents you are
sending. When a letter is typed on 8.5” x 11” paper, the letter is folded into thirds. First, bring the
bottom third of the letter up, and crease the fold. Then the fold the top third of the letter down and
make a second crease. The top edge of the paper should be approximately 3/8 of an inch (1mm)
over-hanging the bottom fold.

When the letter is inserted into the envelope, the overhanging 3/8 should be at the top of the
envelope.

This is what a plain envelope, with a mailing notation, should look like:

Russel T. Leventhal
The Pattern Specialist, Inc.
225 Palisades Boulevard
London United Kingdom

Ms. MARJORIE TOSHIRO REGISTERED MAIL

518 WEST 24 STREET
PALO ALTO CA 94301
UNITED STATES

Postal indications (mailing notation) for letter and/or packages:

Air Mail Express Urgent

Registered Mail Confidential Sample
Fragile-with care Printed Matter Please Forward
State names should be abbreviated as the U.S. Postal Service recommends.

Alabama AL Montana MT
Alaska AK Nebraska NE
Arizona AZ Nevada NV
Arkansas AR New Hampshire NH
California CA New Jersey NJ
Colorado CO New Mexico NM
Connecticut CT New York NY
Delaware DE North Carolina NC
District of Columbia DC North Dakota ND
FloridaFL Ohio OH
Georgia GA Oklahoma OK
HawaiiHI Oregon OR
Idaho ID Pennsylvania PA
Illinois IL Rhode Island RI
Indiana IN South Carolina SC
Iowa IA South Dakota SD
KansasKS Tennessee TN
Kentucky KY Texas TX
Louisiana LA Utah UT
Maine ME Vermont VT
Maryland MD Virginia VA
Massachusetts MA Washington WA
Michigan MI West Virginia WV
Minnesota MN Wisconsin WI
Mississippi MS Wyoming WY
Missouri MO

Proofread your letter carefully, sign it, and then fold it neatly in thirds so that it will fit into a
number 10 size business envelope.
LETTER OF ENQUIRY

Wessner`s
GOURMET FOODS INC
1133 Lexington Ave Boston MA 02172 United States
TELEPHONE 617 236 4541 FAX 617 258 8324
www.gourmetfoods.com

Mr. Paul van Houton

Export Sales Manager
Chocolats Memlinck S.A.
Avenue Franklin Roosevelt, 107
B 1000 Brussels Belgium
February 25, 2008

Our ref: cpe/100

Dear Mr. van Houton:

We are a specialist distributor of gourmet foods serving the U.S. market through 12 retail outlets.

Your products attracted our attention at the recent Munich Biennale food fair.

We are currently interested in diversifying our product range to include quality confectionery and
would be grateful to you for the following information:

Product descriptions of your filled chocolate varieties

Wholesale and retail package sizes
Standard export packing & shipment terms
Gross weight & dimensions
Shipping point ( factory or warehouse)
Nearest airport
Lowest export price (CIP air freight Boston)
Special discounts or allowances
Proposed payment terms
Product guarantee

We would also like to receive 2 sets of your product literature (in English) and your standard price
list.

Thank you in advance for your reply.

Sincerely yours,

Eileen Haberland
Purchasing Manager
EH/ps
LETTER OF REPLY

Chocolats Memlinck S.A

Avenue Franklin Roosevelt, 107
B 100 Bruxelles
Belgique
Tel. (02) 218 02 19
www.chocolatsmenlink.com

Ms. E. Haberland
Purchasing Manager
Wessner`s Gourmet Foods Inc.
1133 Lexington Avenue
Boston, Ma 02172
USA 2 nd March 2008

Our ref: A: 1802

Your ref: cpe/100

Dear Ms. Haberland,

Thank you for your enquiry of 25th February 2008 and for your interest in our quality confectionery
products.
Memlinck manufactures plain and filled chocolates to traditional recipes using modern production
techniques. The house specialty is fresh cream filled white chocolates.
Memlinck also manufactures a selection of pure butter truffle and praline fillings. In all we offer 20
varieties of chocolates using only the best quality ingredients.
Memlinck supplies bulk chocolates and packaging directly to the retail trade in Europe. Our
standard package sizes are 250g, 500g, 700g, 1 kg and 2kg. These packing are supplied empty to
allow the customer to make a selection.
Memlinck ships to the retail trade in 5kg and 10 kg cartons (32.5cm x 25cmx20cm).
All our products require refrigerated transport. We propose to supply Wisner’s order air fright in a
refrigerated container.
All our orders are dispatched direct from our factory/warehouse in Ghent. Shipments to the U.S.A.
transit via Brussels International Airport.
We enclose our standard price list for your reference. Our minimum export order requirement is
25kg. We grant a 3 % discount or orders of 125kg or more. Terms of payment are irrevocable letter
of credit drawn on a major international bank. Our chocolates are guaranteed for a period of 22 days
from the date of despatch provided they are stored at a temperature between 2-4 degrees Celsius.

As per your request to your reply and remain,

Yours sincerely,

Paul van Houton

Export Sales Manager

PVH/ fm
Encl. Product descriptions
Price list
REQUEST FOR QUOTATION

Wessner`s
GOURMET FOODS INC
1133 Lexington Ave Boston Ma 02172
TELEPHONE 617 236 4541 FAX 617 258 8324
www.gourmetfoods.com

Mr. Paul van Houton

Export Sales Manager
Chocolats Memlinck S.A.
Avenue Franklin Roosevelt, 107
B 1000 Brussels Belgium
March 9, 2008

Our ref: cpe/101

Your ref: A 1802

Dear Mr. van Houton:

Thank you for your letter dated 2nd March.

We are pleased to request a quotation for the following confectionery products (your catalogue code
in brackets):

White Chocolates Sizes Qty Total

Cream-filled (CB 10) 5 kg 2 10 kg
Truffle shells (CB 08) 5 kg 2 10 kg
Praline (CB 04) 5 kg 2 10 kg
Plain Chocolates
Marzipan (CA 06) 5 kg 2 10 kg
Coffee truffle (CA 11) 5 kg 2 10 kg
Almond cream (CA 02) 5 kg 2 10 kg

Please quote CIP Boston (air freight) and indicate the FCA price for customs purposes. We also
request that you conform to the standard packing regulation for perishable food importers set by the
Food and Drug Administration of the United States.
On acceptance of your quotation we will open an irrevocable letter of credit in your favor drawn on
a New York branch of the Bank of America. For this we require:

Commercial invoices in triplicate

Packing lists in duplicate
US Customs Invoices in duplicate
Air Waybill showing: FCA Price
Air Freight to USA prepaid
Insurance paid by exporter

We look forward to receiving your quotation

Sincerely yours,
Eileen Haberland
Purchasing Manager
COVER LETTER AND QUOTATION

Chocolats Memlinck S.A

Avenue Franklin Roosevelt, 107 B 100 Bruxelles
Belgique
Tél. (02) 218 02 19
www.chocolatsmemlinck.com
Ms. E. Haberland
Purchasing Manager
Wessner`s Gourmet Foods Inc.
1133 Lexington Avenue
Boston, Ma 02172
USA
20th March 2008

Our ref: A1825

Your ref: ceo/101

Dear Ms Haberland,

We are pleased to enclose our quotation as requested in your purchase order dated 9th March, 2008.

We look forward to receiving confirmation of your order.

Yours sincerely,

Paul van Houton

Export Manager

PVH/ fm

Encl. Quotation
QUOTATION

Chocolats Memlinck S.A

Avenue Franklin Roosevelt, 107
B 100 Bruxelles
Belgique
Tél. (02) 218 02 19
www.chocolatsmemlinck.com
QUOTATION
Sold to: Wessner`s Gourmet Foods Inc Date: 20th March 2008
1133 Lexington Avenue Your order: 9th March 2008 Boston, MA 02172
USA

Consignment to:
Airport of: Boston (Logan International Airport)

DESCRIPTION CODE SIZE QUANTITY PRICE US$ EXTENSION TOTAL

US$

White chocolates
Cream filled CB 10 5 Kg 2 3605 7210
Truffle shells CB 08 5 kg 2 3535 7070
Praline CB 04 5kg 2 3395 6790

Plain chocolates
Marzipan CA 06 5 kg 2 3955 7910
Coffee truffle CA 111 5 kg 2 3920 7840
Almond cream CA 02 5 kg 2 3815 7630

Ex - works 44 450
Carriage to port and
Loading 2667
FCA Bruxelles 47 117
Air freight 5 654
Insurance 667
CIP Boston 53 438

Payment required by: Irrevocable letter of credit payable at sight in favour of:
CHOCOLATS MEMLINCK S.A. Issued by a prime international bank

Documentation will be provided as per your instructions.

THIS OFFER REMAINS VALID FOR THREE MONTH FROM TODAY`S DATE
ORDERS

Companies Generate Logistique

4 rue de Fromage
92400 Courbevoie France

March 24, 2009

Mr. Edgar Fowler

Omni comp. International
17 Bunker Hill Road
Shrewburry, MA 01545
United States

Dear Mr. Fowler:

Please send me the following items listed in your current catalogue:

DESCRIPTION CODE SIZE QUANTITY PRICE US$ EXTENSION TOTAL

US$
White chocolates
Cream filled CB 10 5 Kg 2 3605 7210
Truffle shells CB 08 5 kg 2 3535 7070
Praline CB 04 5kg 2 3395 6790
Plain chocolates
Marzipan CA 06 5 kg 2 3955 7910
Coffee truffle CA 111 5 kg 2 3920 7840
Almond cream CA 02 5 kg 2 3815 7630

Ex - works 44 450
Carriage to port and
Loading 2667
FCA Bruxelles 47
11
Air freight 5 654
Insurance 667
CIP Boston 53 438

Please apply this amount to our account, and ship the order via air freight.
Thank you very much in advance.

Sincerely yours,
Robert de Coteau
RDC/jlb
ORDER FORM

To:

REF.

Please use BLOCK LETTERS. Tick boxes.

Name of buyer Trade Private

Address

Date of order

Qnt. NºFull descriptionNº Reqd.Unit priceTotal price

LETTER AND FAXES

Letters, the traditional form of business communication, are still generally preferred for confidential
and very formal correspondence. But faxes (telefaxes) are growing in popularity, due to their speed
and convenience. Many companies now have their own fax stationery which resembles a memo
(memorandum) in layout. As information about the sender and receiver appears at the top,
traditional greeting are often omitted so faxes tend to be more direct.
WRITING FILES
MEMOS
NOTICE
TELEFAX TRASMISSION
FAXES
EMAILS
SALES LEAFLEFTS
REPORTS
UNIT 3: CULTURE FILE
Japanese executives study American customs and business practices before doing business in the
USA. Business etiquette in Japan is a $700 million a year industry.

A former United Nations Ambassador attributed the USA’s trade deficit to the fact that the captains
of American industry had no idea how to deal with people who were different.

The first protocols were pieces of paper glued to documents by the ancient Greeks to register the
author. The word came to mean the code for proper behaviour in official dealings.

In France people attending a public ceremony used to be given a little ticket, or etiquette, with
instructions for how to behave during the ceremony.

Some Saudis wear two watches: one with Greenwich Mean Time and the other with Saudi Lunar
Time.

The way people greet each other varies enormously around the world, from handshaking, hugging,
or nose rubbing, to placing hands in a praying position.
When taking their leave English people used to say God be with you, which over the years became
goodbye.

Business cards were introduced in Britain in the eighteenth century. In Japan business cards should
be exchanged with both hands.

In some countries a person’s position in the company hierarchy is reflected in the kind of car they
drive. In the UK, for example, the most important person may have a Rolls Royce, the next a
Bentley, and so on.

The habit of shaking hands may have been introduced by cave men. They would show that they
were not hostile by dropping their club and offering their hand.

In Russia, it’s bad manners to ask where the toilet is.

Remember that people often nod their head for “No” in Bulgaria.

When you finish a meal in China, always leave some food on your plate. A completely empty plate,
is a sign that you what more.
GESTURES

1. Match each picture with a mutable expression.

Could you come here a minute?

Could you keep the noise down?
Great
I’m warming you
I don’t Know
Who, me?

Which gestures are the same in your country?

Which ones are different?
Can you think of any gestures that are often used in your country?
BODY LANGUAGE: PICTURE PERFECT POSTURE
The way you carry yourself speaks volumes to potential customers and can make or break their
confidence in you and your products. Improving your posture will make you appear more relaxed,
self-assured, and professional. Follow these dos and don’ts to better your posture and close more
sales!

Do:
Stand with an open posture. Your shoulders should be pulled back wide (not hunched or slumped)
and your torso should be held straight and tall.
Keep your arms and legs loose, open and relaxed. Do not cross your legs when standing or
constantly shift from one foot to another.
Make sure your palms are facing upward. (When your palms are down, you appear to be hiding
something.)
Keep your head position neutral or tilted slightly to one side.
Try to stand relatively still. Excess movement or fidgeting signals that you are bored or uninterested
in the conversation.
Take long, confident strides that match your prospects speed when walking together.
Don’t:
Maintain a locked or rigid posture.
Cross your arms over your chest.
Stand with hunched or drooped shoulders.
Fidget or make nervous, repetitious movements such as tapping your nails or jingling change.
Stand with your head tilted back or down. This indicates submission or deception.
Shuffle or kick your feet as you walk.

Source: HYPERLINK "http://eliothoppe.com/articles/20091030-perfect_posture.html"

µhttp://eliothoppe.com/articles/20091030-perfect_posture.html§
BODY LANGUAGE

1. How would you interpret the gestures shown in these cartoons?

READING

1. Sometimes products don’t’ sell well in a new market. Suggest what went wrong in these cases.
2. Here are the reasons for the problems, but they are in the wrong order. Number them from 1 to
10. How many did you get right?

In Japanese the word for four sounds like the word for death.
Things don’t sell well packed in fours.

People thought the commercial was too sexist and reinforced old male/female stereotypes.

Unveiled women don’t mix with men in Saudi Arabia and alcohol is illegal.

90% of the population came from Pakistan, India, Iran and elsewhere, so Arabic was the wrong
language.

It seems Italian men prefer ladies’ legs unshaven.

The advertisers forgot that in that part of the world people usually read from right to left.

The people in this area didn’t want white teeth. They thought darkly-stained teeth were beautiful
and they tried to blacken them.

Japanese homes were small and sometimes walls were made of paper. It was important for
the refrigerators to be quiet.

Making “real” coffee was an important part of the French way of life. Instant coffee was too casual.

The emu can’t fly.

CHATTING

Work with a partner. Do this quiz and test your social English.
CULTURE FILE INFORMATION

National Holidays

Match the countries below with their holiday traditions:

If a public holiday is on Tuesday or Thursday, many companies also have Monday or Friday as a
holiday. __________________

New Year falls between mid-January and mid- February, but the exact date changes each year.
__________________

This country has only one public holiday a year. _____________

This country takes a public holiday to hold the annual fishing competition. _______________

The first day of summer is celebrated with a public holiday on April 18. _________________

When a holiday falls on Sunday, Monday is taken as a holiday. _________________

This country celebrates “Respect for the Aged Day”. __________________

Some public holidays are called “Bank Holidays”. They are always on Mondays.
_______________

In this country, the weekly holiday is Friday. _________________

Rolex Regatta day is one of this country’s thirty-eight public holidays. ___________________

Avoiding Misunderstandings

Work with your partner, and try to match the advice with the correct country:

Countries:

Saudi Arabia
Mexico
Taiwan

a. You shouldn’t point the sole of your shoe at anyone; it’s extremely rude. (
)
b. Don’t give generous gifts; you will embarrass the recipient. (
)
c. You are expected to show an interest in your host’s family. (
)
d. Don’t express admiration for a person’s possessions; he will have to give them to you. (
)
e. Don’t discuss your host’s wife and daughters or your own. (
)
f. You should never talk about business over lunch with a client. (
)
g. When giving things, you should use both hands. (
)
h. You don’t have to arrive exactly on time for a business appointment. (
)
CULTURAL DIFFERENCES IN THE EU

Failed introductions due to cultural blunders:

Cultural bloopers:

Cultural diversity in the EU:

DIFFERENT CULTURAL CLUSTERS IN THE EU

Anglo/American:

task oriented
competitive
direct in communication
individual
decentralized
tough

(UK, USA, Australia, New Zealand)

Business implications:

come straight to the point

take initiative
sell yourself and your product
be decisive and assertive

3. Pyramid/paternalistic (family):

strong hierarchy
centralized (top down)
formal
procedures
follow orders
relationship important

(France, Belgium, Spain, Italy, Portugal, Greece)

Business implications:

follow hierarchy
formal (written and unwritten)
relationship oriented
no delegated authority

2. Scandinavian:

autonomy
decentralized
direct in communication
consensus building
informal
little / no hierarchy.

(The Netherlands, Denmark, Sweden, Finland)

Business implications:

be “nice”
build consensus
work-life balance
delegated authority

4. German:

autonomy
need for structures
formal
focused on processes and details
expertise important

(German, Austria, Poland, Hungary, Czech Republic)

Business implications:

facts and figures

proven expert
precision and detail
reliability
punctuality
IMPORTERS IN THE EU
Dutch importer:

Informal; quick to use first names

Direct in approach
Expect exporter to take initiative
Empowered to make decisions
Task oriented, no extensive social talk
Quick to ask price
Dislikes display of wealth
Adheres to strict deadlines
No lunches or dinners.

French importer:

Formal; not too direct

Likes shaking hands
Buyer often not empowered to take decisions
Chauvinistic; requires French to be spoken
Rather arrogant; treats seller as lower in status
Building of relationship essential
Patience is important virtue
Dress correctly and conservatively
First names are not used.

British importer:

Rather formal; direct approach

Beware of understand use of language
Treats sellers as equal
Gives opportunity to impress and sell yourself
Interested in track record of exporter
Irritated by small talk and formalities
Appreciates own opinions, initiatives and assertive communication.

Italian importer:

Polite, formal; no first name basis

Address with title and last name
Like formal dress and etiquette
Expect you to sell yourself; exaggerate a bit
Loves style, quality and design
Often not empowered to make decisions
Relationship very important in Italian Business
Lunch and dinner important.

German importer:

Very formal, never use first names

Addressed by title, Herr/Frau and last name
Quick to come to the point; little time
Offer German counterpart certainties: assurances, references, expertise, track record.
Dress correctly and formally; no bracelets
Be strictly on time
Requires detailed planning + preparation
THE WORLD KNOWLEDGE QUIZ

Does the world knowledge quiz with a partner and find out. Circle their answers. Then give the
score and result.

1. Which language is spoken bye the most native speakers?

a. Spanish b. English c. Mandarin d. Hindi

2. In which country is the dollar NOT used as the currency?

a. Hong Kong b. South Africa c. New Zealand d. Canada

3. How much of the Earth’s surface is covered bye oceans?

a. About 20% b. about 50% c. about 70% d. about 90%

4. How many languages in the world are spoken bye more than 1 million people?

a. 640 b. 440 c. 240 d. 40

5. When was the World Wide Web developed?

a. The 1960s b. the 1970s c. the 1980 d. the 1990s

6. Which religion is practice by the most people in the world?

a. Christianity b. Buddhism c. Islam d. Hinduism

7. About how long ago were Egyptian pyramids built?

a. 2500 years ago b. 3500 years ago c. 4500 years ago d. 5500 years ago

8. Ramadan is celebrated by which religious flowers?

a. Jews b. Muslims c. Christians d. Hinduism

9. Which one of these countries is NOT located on the equator (zero degrees latitude)?

a. Kenya b. Brazil c. Australia d. Indonesia

10. Which of these English words is spelled incorrectly?

a. Encyclopedia b. grammar c. marriage d. ninety

UNIT 4: NEGOTIATIONS
TWELVE TIPS FOR MORE SUCCESSFUL NEGOTIATIONS

Whether you are working on a joint business venture, a new job, the price of an auto or your child’s
new curfew, negotiation is a key success skill. So how can you improve your negotiation skills?
Here are a dozen techniques I try to practice in every negotiation.

1. Be Prepared

This is not jut the motto of the Boy Scouts. Preparation is the single most important element in
successful negotiations. In negotiations, information is power. The more relevant information you
have, the better your position is. Preparation for your negotiations can not be overdone. Allow
yourself adequate time to prepare prior entering any negotiation.

2. Understand the Needs of Your “Adversary”

Your “adversary” in this context is the other party in the negotiation. Your relationship with is party
may not normally be described as adversarial, but for the purposes of this discussion we will view
the negotiation as an adversarial relationship.

Put yourself in your adversary’s shoes. What would they like to gain from the negotiation? Write
down as many possible goals as you can think of. Prioritize your list in the order that you believe
your adversary would. Identify the items you are willing to negotiate and those items which are
non-negotiable.

3. Know What Your Needs Are

What do you need out of the negotiations? More money? More flexibility? Better opportunities?
Access to broader markets? Make a list of those things you would like to receive as a result of the
negotiations. Refine and prioritize your list before starting the negotiation. Identify the items you
are willing to negotiate and those items which are non-negotiable. This list and the one created
above will allow you to know what your true “bottom line” is.

4. Most Negotiations Involve On Going Relationships

With the exception of large purchases, most negotiations involve parties involved in a long term
relationship. Whether the relationship is family, friends or business associates, it will be necessary
to continue to del with your ‘adversary’ outside the context of the negotiation. Always be sensitive
to the potential impact of your negotiations on these relationships.

5. Every Negotiation Is Different

Negotiating with a loved one is different than buying an automobile. Buying an automobile is
different from negotiating with a new employer. The key difference is the relationship you wish to
have with your adversary once the negotiations are complete. When negotiating with a loved one,
you may be willing to make more concessions in the interest of harmony. When buying an
automobile harmony may be less important than paying a fair price. Keep these intangibles in mind
when creating and prioritizing your lists.

6. Understand the Situational Dynamics

In order to negotiate successfully, you must understand the dynamics of the situation. Identify your
role and the role of your adversary. Know the “power positions” of each role. The dynamics of
negotiating in

a parent/child relationship are significantly different than the dynamics of an employer/employee

negotiation. Be certain your desires are appropriate and achievable in terms of the situation.

7. Never lie

Very few negotiations are a single contact event. With the possible exception of making large
purchases, most parties involved in a negotiation have continued contact after the negotiations are
completed. When you are caught in a lie, and it is inevitable that you will be, your future credibility
will be lost.

It is possible to prepare to handle those areas where the need to lie may be felt. Examine the areas
where your case is weak. Work to strengthen your case. In those areas that remain vulnerable,
prepare how you wish to handle them should they arise.

8. Be Fair

Negotiation is not an “I win, you lose” proposition. Webster’s dictionary defines negotiate as “to
bring about by mutual agreement”. The best negotiators I know create “win – win” situations in
every negotiation.

9. Don’t tip Your Hand

Uncertainty is your key advantage in most negotiations. If your adversary knows what you desire
most, your negotiating position is not as strong. Play it close to the best.

10. Be Flexible

Understand that negotiation frequently involves compromise. Look for creative solutions to the
problems presented in the negotiation. Make tradeoffs in order to gain those elements you most
desire.

11. Winning Isn’t Everything

It is easy to get caught up in the competitive spirit of a negotiation. Remember that the point of
negotiation is to reach a common agreement on how to move forward. While it may be possible to
bludgeon your adversary into agreeing to your terms, this does not create the “mutual agreement”
that makes for a truly successful negotiation.

12. Quit While You Are Ahead

Too many people have to see just how far they can push a negotiation. They have to try one more
concession. This attitude can be a deal breaker. The best negotiations are brief and to the point. Get
agreement on your major points and stop. Additional items can be addressed in subsequent
negotiations.
THE PROCESS OF NEGOTIATION

Successful negotiations move through four phases and accomplish eight action steps:

Phase 1 – PREPARE

Define objectives – ranging from those you would like to achieve down to those you must achieve.
Consider what concessions you are prepared to make and what you will require in return.
Decide what information you need – and what you are prepared to disclose. Devise a strategy –
keep it simple and flexible.
If you are negotiating as a team allocate roles, such as leader, summarizer and observer.

Phase 2 – DISCUSS

Test assumptions – exchange information – explore interests and inhibitions. Listen and watch for
signals. Recognize, confirm, amplify and “reward” them.

Phase 3 – PROPOSE

Make suggestions which advance the negotiation:

“What if…”, “Could we consider…”, “Perhaps…”

Never interrupt. Question, clarify, summarize, then respond.
Never argue. The best response to a proposal is a considered counter-proposal. If necessary, re-
present proposals in a different form, which matches better the expressed interests and inhibitions of
the other parties.

Phase 4 – BARGAIN

Trade, exchange. Use the “If…then…” formula. Give the other parties what they want in return for
what you want.
Sate conditions before making offers.

Trade the final concession for an overall agreement. Summarize and write down what has been
agreed as an action plan. The result of a good negotiation is one both parties are happy with.

WHAT DETERMINES THE OUTCOME?

1. POWER: Power is the capacity to enforce sanctions or costs over the other party and/or the
balance of dependency perceived by each party (he needs you, you need him).

Who has more power? If failure to agree will hut you more than the other party, he is more
powerful.
BUT: If he thinks you are powerful – you are!
If you think he is powerful – he is!

Power mistakes:

Underestimate your own power

Overestimate his power
Assume he knows your weakness
Assume he has no weakness

Information is an important source of power, provided you know what information to: GET, KEEP
and GIVE.

Timing affects power – you lose power if you fail to manage time (the “plumber’s principle” –
negotiate to mend to pipe when the kitchen is flooded!).

ASPIRATIONS: The more you ask for – the more you get:

Aim high – settle high

Aim low – settle low

The aspiration equation = A realistic number + a “nibble”

Unrealistic aspirations:

- Lead to deadlock
- Undermine your credibility
- Force you into making major concessions

AUTHORITY: Authority may be exercised in a negotiation at different levels:

Decision maker
Member of decision making team
Delegated representative
Spokesman
And be accepted for a number of reasons:

Age
Class
Tradition
Specialist knowledge
Experience
Organizational position
PLANNING FOR NEGOTIATIONS: Some objectives are more important than others:

ASSUMPTIONS: You have to make assumptions about:

The other party’s objectives

Issues to be discussed
His authority
Meeting – duration, participants

You must test your assumptions

- Plan test questions

What assumptions is he making?

- Plan test questions

Decide which assumptions will you:

(a) Make public (b) Keep private

CONCESSIONS: Identify those concessions

You can make/want to make

You cannot make
You anticipate them making/you want from them
You would be surprised if they made (does it indicate weakness, misunderstanding or other
factors?)

NEGOTIATING TASKS: If negotiating as a team, allocate the tasks of:

Communicating
Listening/observing
Recording
Managing the meeting
If you are negotiating alone, plan how to accomplish these.

CONDUCTING THE NEGOTIATION

- Dealing with questions

Don’t answer until you are certain you understand

Certain questions do not require an answer (insults) – don’t be drawn

Answer part, rather than whole of a question

Answer a question that was not asked

Postpone answer until you have enough information

Make him carry on talking – to clarify the question or to provide reasons for the question

If he interrupts – let him – don’t be drawn into argument

TACTICAL RULES

Control rules:

Take control
Keep control
Don’t let him take control (disrupt)
Share control (only if necessary)

Information rules

Don’t give much more information that you get (exchange rate rule)

Concession rules

Give yourself room to negotiate

Make the other side move first
Don’t be first to make a big concession
Value concessions – in your terms and his
Make all concessions conditional. If you give, get something in return (i.e. trade things cheap to you
that have greater value to other party).
Of you get, don’t necessarily give something in return
In you give, give in small bits
If there’s a deadline, hold out until the end
Use the words “if…then”

Remember the linkage principle:

Nothing is finally settled until everything is agreed

STRATEGY: The Bank’s Corporate Strategy is to build long – term customer relationships. This
means your negotiating strategy must be “win-win”.

Building “WIN- WIN”: Identify differences between:

People

Positions

Interests

Benefits

Building the common ground requires an understanding of both parties’ positions. However, the
start of the meeting must not be devoted to this alone; otherwise you become competitive and may
never become collaborative.

Use a WIN-LOSE strategy only if:

There is no continuing relationship

The other party remains unaware of the strategy used against them.

Final Thoughts

Something it is possible to win if you are content not to triumph.

We live from selling and earn our profits from buying.
Be prepared to withdraw a concession – it’s the final agreement that counts.
Open collaboratively and be competitive later. If you open competitively you may never have a
chance to collaborate.
If you tell the other party what you want at the start, the cost will go up.
Get the other party’s shopping list first.
You can only alter the other party’s mind early on in the negotiation. Subsequently their minds are
firmly made up.
ANSWER KEY
QUIZ: TEST YOUR NEGOTIATING SKILLS

1. C (This will give both sides a chance to reconsider the mutual benefits of the deal. It will then
be easier to decide if there is any possibility of movement and where it could be.)

2. B (Do not automatically assume either a or c; their silence could very well be positive. They
might be considering very carefully what you are saying.)

3. C (This will help to ensure that you have understood each other properly before you proceed. It
could save a lot of time later on!)

4. C (Always try to agree on definite times and dates for making decisions. It is more efficient and
means you don’t waste time.)

5. A (At this point you need time for some creative thinking abut ideas that could benefit each
side.)
MEETING TO NEGOTIATE

Conduct this one-to-one negotiation with your partner.

Student A

You are the Purchasing Manager at a pharmaceutical company in Oslo. You’re negotiating a deal
with an engineering company in Budapest. You desperately want to buy some equipment form them
that will enable you to package your products. The terms of the negotiation are listed below. Your
task is to get twelve stars or more. You begin the negotiation.

Student B

You are the Marketing Manager at an engineering company in Budapest. You are negotiating a deal
with a pharmaceutical company in Oslo. You have a cash flow problem and very much need to sell
some packaging equipment you have produced that will enable the pharmaceutical company to
package their products. The terms of the negotiation are listed below. Your task is to get twelve
stars or more. You begin the negotiation.
GLOSSARY
Peter Drucker’s definition of marketing is:

‘Marketing and innovation are the two chief functions of business. You get paid fro creating a
customer, which is marketing. And you get paid fro creating a new dimension of performance,
which is innovation.
Everything else is a cost center.’

Other great Peter Drucker marketing questions:

1. What business are you in?

2. How’s business?
3. Who are your customers?

A general definition of marketing:

The act or process of buying and selling in a market.

Another marketing definition:

UNIT 5: INTERNATIONAL MARKETING
g
UNIT 6: TRADE FAIRS

Planning for a Trade Show

Planning for a trade show needs to start at least few months in advance. If you wish to have a
significant presence at strategic or influential show, you should plan to set up a booth, either on
your own or with a key partner. Booth space is limited and must be reserved in advance. Usually a
fee is involved, which varies according to square footage and location on the exhibition floor.
Designing the portable booth can take a few months, so plan ahead.
Here are some tips for getting maximum benefit from your trade show appearances.

1. Before the Show

A major trade show requires considerable advance preparation and, if you aren’t ready, can present
a logistical nightmare. You must develop a solid plan and monitor your progress vigilantly.

1. Evaluate and select trade shows carefully.

Participating in a show can require a major investment of time, money, and resources. Be tough in
your evaluation of a show’s worthiness. Are the attendees likely customers for your organization?
Exposure to a few hundred very qualified targets is better than exposure to thousands of generalists
who are very unlikely to be interested in your business.

2. Read the show manual.

Before you do anything, contact the organizers if the show to find the show’s manual. Everything
you need to know about the show should be there, including a proposed or final schedule,
registration information and forms, floor plans, exhibit specifications, invitations for potential
speakers, and other important details.

3. Identify your goals.

Be specific about the things you want to accomplish as a result of your participation in the show.
Do you want to increase visibility, gain exposure to a large number of customers who might be
interested in your products, or check out the competition? Concrete goals are important to
determine the value of the trade show to your organization.

4. Define measurements of success.

For each goal, determine a way to measure its success. Make these measurements as specific as
possible. You could plan to hand out 1000 brochures, obtain contact information for at least 200
prospects, and take a key editor out to lunch. These benchmarks will help you decide whether the
show was worth the expense.

5. Put your show plan in writing.

The plan should include a workable schedule, a comprehensive list of preparation activities, and an
individual assigned for each task. You cannot leave things chance, or else Murphy’s Law (Whatever
can go wrong, will go wrong.) will surely prevail!
6. Develop a key message for your booth exhibit.

Like good advertising, a good exhibit clearly communicates one major message. This draws in more
prospects to your booth than an unfocused cacophony of messages.

7. Design an open, inviting booth.

An open booth design, with no tables obstructing access, invites attendees to come in. Your logo
should be big enough to be seen from a good distance. Maximize “walking around” space by
mounting brochure displays on walls. Use interesting graphics to draw people’s attention. For
demos, laptops and flat-screen monitors are space-efficient. If space permits, provide comfortable
chairs to encourage prospects to linger. A portable booth should be reasonably easy to set up and
take down.

8. Advertise your show participation.

Use tag lines such as: “see us at Booth 1525 at the Linux World Conference” in news releases and
other communications leading up to the show (even if those releases are bout something unrelated).
Write a news release announcing show-related news. Invite editors to stop by the booth, or set up
appointments between them and your spokespeople.

9. Order all necessary supplies, including brochures and giveaways.

If your marketing collateral needs to be updated or redesigned, take care of this early. You don’t
want to run the risk of having no brochures to hand out. Design forms for filling out prospect
information – clear forms eliminate guesswork. Consider giveaways to generate attention and a
sense of run. These don’t have to be expensive. Pens with your web address and a catchy slogan can
be very effective.

10. Design PowerPoint presentations and demos for the booth.

These will draw attendees to your booth and help them learn more about your business.
Presentations will allow you to communicate information to many prospects at once.

11. Create a unique identify for your booth staff.

Decide on the dress code for your staff. Matching blazers, T-shirts, or even boutonnieres will make
your representatives easily identifiable.

12. Train your exhibit staff before each show.

This is very important! Your staff needs to know what is expected of them. They need to be briefed
on all new programs and initiatives that should be emphasized. They must know how to run the
demos and presentations, and they should know some basic trouble shooting. Nothing looks more
unprofessional them demos that don’t work.

2. During the Show

1. Set up a rotating booth schedule for your staff.

Your staff needs breaks for lunch and relaxing. They will be more cheerful if they don’t have stay at
the booth all day long.
 2. Remind staff to record all prospect information.

Encourage your staff to record everything they can learn about a prospect’s needs and experience
with Linux. Stress the importance of getting phone numbers and emails address. (Creating an
information form as suggested above will make this easier).

3. Encourage staff to greet people warmly and smile.

Amazing, this is often forgotten. An inviting attitude can give a valuable first impression. The staff
should avoid having their backs to the entrance, or taking phone calls while on duty. A friendly
greeting to passersby may encourage them to stop rather simply walk by. Staffs that are uniformly
courteous and helpful, knowledgeable about all aspects of the industry, and responsive to request
will make a very good impression.

3. After the Show

Send requested literature immediately

Send requested material within 24 hours. A quick response is your second opportunity to make a
favorable impression. (Your performance in the booth is the first.)

Include a teaser on the envelope or in the email subject line.

Be sure to mention your organization’s name and the name of the conference on the outside of the
envelope or in the email subject line, so they know your letter is not junk mail.

Help your prospects take the next step

Make sure your literature packages make responding easy for prospects by including your web
address and information on the opportunities available to them.

4. Keep track of your prospects

Nothing signals the success of your trade-show effort better than having prospects purchase your
products or having the media spotlight your efforts. Keep a record of the customers who found out
your products through the trade show. Use these results to demonstrate the show’s return on
investment.

5. Analyze “lessons learned”

After each show, evaluate what went well and what didn’t. Criticize each aspect of the show and
ask others for comments. Pay special attention to feedback regarding communication to prospective
customers. The “lessons learned” will help improve your efforts in future show.
X FERIADEX 2010-I
JÓVENES DEL ISTECEX EXPORTANDO

DOMINGO 18 DE JULIO

DESCRIPCIÓN DE LA FERIA
Consiste en el desarrollo de las capacidades de los alumnos haciendo uso de las estrategias de
marketing y ventas más utilizadas en el comercio internacional. La participación será en grupos
previamente establecidos en los cuales se observará la aplicación de sus conocimientos en diversos
aspectos relacionados a su carrera, siendo este evento la culminación de su proceso de estudios. Los
participantes montarán sus stands en los cuales exhibirán sus productos y / o servicios así como
todo el material promocional en idioma Inglés requerido.
OBJETIVO
Utilizar la experiencia de la feria para que en determinada oportunidad tengan la capacidad de
realizarla sin problema alguno.
PROTOCOLO
Indicaciones para el desarrollo de la Feria:
1.- Cada grupo está comprometido a colocar en el stand todo el material publicitario,
promocional en idioma Inglés y muestras de sus productos requeridos para la realización de la
Feria.
2.- Los participantes deberán estar vestidos formalmente para la ocasión, siendo recomendable
que las prendas sean de tonos similares entre los miembros del mismo grupo.
3.- Hacer uso en todo momento de las normas de cortesía y respeto apropiadas.
4.- Tanto al inicio como al final de la Feria, el stand deberá estar siempre con algún integrante
del grupo.
5.- La Feria abrirá sus puertas a las 10:00 am y la inauguración con las respectivas autoridades
se llevará a cabo a las 10:30 horas. La Rueda de Negocios bilingüe se desarrollará desde las 11:00
horas hasta las 17:00 horas en el Centro Empresarial.
6.- El máximo de representantes para el Stand y la Rueda de Negocios será de cuatro y el
mínimo uno, para cada actividad.

DURANTE LA FERIA
1.- Atención en el Stand, brindar información al público en general desde el inicio hasta el final
(de 10:00 horas a 18:00 horas).
Asimismo se calificará la presentación del stand y la actitud de los alumnos a lo largo de todo el
evento.

FECHA LÍMITE DE PAGO DEL STAND Y DEL CATÁLOGO PARA X FERIADEX

JUEVES 17 DE JUNIO DE 2010

PREMIACIÓN DEL MEJOR STAND

Criterios a evaluar de 0 a 5 puntos:
Decoración
Atención al Clientes
Organización
Unicidad del Material del Stand

PREMIACION DEL MEJOR MATERIAL PROMOCIONAL

Criterios a evaluar de 0 a 5 puntos:
Premiación
Contenido
El brochure utilizado es adecuado para la publicidad del producto
Unicidad del Material promocional

ARTE PARA CATÁLOGO X FERIADEX

Cada empresa deberá entregar al Centro de Idiomas en un CD la "cara” promocional de la empresa
para el Catálogo de la FERIADEX según instrucciones de la imprenta: las cuales serán entregarán
semanas previas a la FERIADEX (formato, tamaño y tipo de archivo).

El contenido de la información en el ARTE PARA EL CATÁLOGO deberá estar en idioma inglés

(datos, dirección, eslogan).

FECHA DE ENTREGA DEL ARTE EN CD

LUNES 21 DE JUNIO

GUIDELINES OF THE BUSINESS ROUND

6TO CICLO ISTECEX 2010I

DESCRIPCION
Consiste en la simulación de una negociación con un comprador extranjero, donde los alumnos
hacen uso de sus estrategias de marketing y de ventas en el Comercio Internacional. La
participación será en idioma Inglés para todas las secciones.

OBJETIVOS
Desarrollar la conciencia de la mente exportadora a través de una de las actividades de promoción
de productos y/o servicios.
Incrementar la competitividad de los productos y/o servicios a través de la aplicación de las
estrategias de marketing.
Advertir las fuerzas y debilidades utilizando la información brindada.
Utilizar esta experiencia de la rueda de negocios para que en determinada oportunidad tengan la
capacidad de realizarla sin problema alguno.
Aplicar los conocimientos del idioma Inglés, de comercio y de marketing aprendidos para la
realización de la negociación y la consecuente venta del producto y/o servicio.

PROTOCOLO QUE DEBEN CUMPLIR LOS ALUMNOS

El número de integrantes por empresa es de un máximo 5 personas.

La evaluación en la rueda de negocios será de forma individual.
Cada rueda de negocios se realizará con 2 representantes de la empresa como máximo. En el caso
de 5 integrantes, se realizará de la siguiente manera (2-2-1).
Los participantes deberán estar vestidos formalmente para la ocasión, siendo recomendable que las
prendas sean de tonos similares entre los miembros del mismo grupo.
Hacer uso en todo momento de las normas de cortesía y protocolo apropiadas.

DOCUMENTOS SOLICITADOS A LOS ALUMNOS

El material solicitado se presentará en idioma Inglés y en (03) ejemplares:

DOCUMENTOS Y MATERIAL PROMOCIONAL REQUERIDO PARA LA RUEDA DE
NEGOCIOS 3 ORIGINALES DENTRO DE TRES MICAS Y TODO EN UN SOBRE MANILA
CON LOS DATOS DEL GRUPO:

BUSINESS CARDS: Tarjetas Personales (Gerente General, Gerente de Exportaciones, Gerente de

Comercialización o de los que designe la empresa para representarlos).
BROCHURE: Tríptico, díptico o Catálogo
TECHNICAL SHEET OF PRODUCT: Ficha Técnica del Producto.
EXECUTIVE SUMMARY: Resumen Ejecutivo de la Empresa
COMPANY PROFILE: Perfil de la Empresa
PRICE LIST: Lista de Precios
SAMPLE OF PRODUCT: Muestra del Producto (PRESENTAR EL DIA DE LA RUEDA)

FECHA DE ENTREGA DE MATERIALES

LUNES 05 DE JULIO DE 2010

DURACIÓN DE LAS NEGOCIACIONES

Duración de la rueda: 20 minutos.

5 minutos de receso

CRITERIOS DE EVALUACIÓN

Puntajes:
Muy deficiente 0
Deficiente 1
Por mejorar 2
Regular 3
Bueno 4
Excelente 5

Indicators:

SPEECH ORAL EXPRESSION/Business Rounds (20 points)

Oral expression ( intonation, pronunciation, speed during the speech )
Body language ( posture, appropriate movement )
Scenario skills ( eye contact with audience, protocol)
Negotiation Techniques: Vocabulary, terminology

WRITTEN EXPRESSION/Promotional Material (20 points)

Correctness in writing and spelling in the brochure, catalogue, business cards
Correctness in writing and spelling in the written presentation (executive summary, technical sheet,
company profile, price list)

PRESENTATION
Presentation of samples of the product
Attitude
Dynamism and enthusiasm
Design of the Promotional material

THEME KNOWLEDGE
Logical order in the ideas’ presentation and theme knowledge
Correct use of arguments for the negotiation
Appropriate criteria for question solving
Marketing arguments negotiation abilities

SUGERENCIAS

Presentar muestras del producto.

Llevar consigo otro juego adicional del material promocional en original.
Se sugiere llevar una lap top con la matriz de costos y otra información relevante para negociar.