buy hearing aids

Unit 1 Marketing and sponsoring
Unit 1
Marketing and sponsoring
Seite 6
to take a quiz / a survey
to conduct
(a survey/research)
research and
development (R&D)
revenue
bei einem Test / einer Umfrage
mitmachen
(eine Umfrage) durchführen,
(Recherche) betreiben
[r9!s3.tS 4n d91vel4pm4nt] Forschung und Entwicklung (F&E)
[!te9k 4 1kw9z, !te9k 4
1s3.ve9]
[k4n1dckt]
One way for companies to find out more about their
clients is to conduct a survey.
He works for the R&D department. He’s responsible
for developing new products.
The company has barely had any revenue in the last
few years. It’s on the verge of bankruptcy.
[1rev4nju.]
Einkünfte, Einnahmen, Gewinn
habit
fake
essential
[1häb9t]
[fe9k]
[91senSl]
specific(ally)
to run tests
quality
[sp41s9f9k, sp41s9f9kli]
[!rcn 1tests]
[1kwql4ti]
Gewohnheit
unecht, gefälscht
entscheidend, wesentlich, unbedingt
notwendig
deutlich, klar, bestimmt, spezifisch
Tests durchführen
Eigenschaft; Qualität
launch
[l0.ntS]
Einführung, Start(kampagne)
sponsorship
[1spqns4S9p]
Förderung, Fördertätigkeit
selfless
[1selfl4s]
selbstlos
to endorse
[9n1d0.s]
unterstützen, gutheißen
to sell for (50 cents)
[1sel f4]
share
elaborate
rocket
return (on)
press release
[Se4]
[91läb4r4t]
[1rqk9t]
[r91t3.n]
[1pres r9li.s]
comment
[1kqment]
sich verkaufen, verkauft werden für
(50 Cent)
(An-)Teil
aufwändig, umfangreich; ausführlich
Rakete
Rendite, Ertrag, Gewinn (für)
Pressemitteilung, Presseinformation We’ve got to write a press release for our latest
project and get as many newspapers as possible to
print it in their next issue.
Kommentar
The R&D department would be very interested in a
few comments on the new product’s user friendliness.
© 2012 Cornelsen Schulverlage GmbH, Berlin und Veritas Verlag, Linz.
Seite 7
The launch of the new iPhone caused fans around
the globe to camp outside Apple stores just to be the
first to buy their revolutionary product.
The professional cyclist is still in doubt whether to
enter the sponsorship deal offered by a fast food
chain or not.
The company’s wish to sponsor the event is not a
completely selfless one. They hope to improve their
image and increase their sales.
Many athletes endorse the company’s new energy
drink. They say it improves both their mental and
physical performance.
Seite 8
to picture sth
innovation
on time
to schedule
[1p9ktS4]
[!9n41ve9Sn]
[qn 1ta9m]
[1Sedju.l]
etw abbilden
(Er-)Neuerung, Innovation
pünktlich
(zeitlich) planen, vorsehen
to attach
[41tätS]
anhängen (an eine E-Mail)
brief
[bri.f]
(Kurz-)Beschreibung
to familiarise oneself
with sth
[f41m9li4ra9z w9D]
sich mit etw vertraut machen
to make a decision
[!me9k 4 d91s97n]
to conceive sth
[k4n1si.v]
to market sth to sb
[1m2.k9t]
eine Entscheidung treffen,
entscheiden
etw planen, sich etw denken,
vorstellen
etw an jn vermarkten, verkaufen
The meeting starts at 10. Be sure to be there on time.
The conference is scheduled for Friday 11am.
Seite 9
Seite 1 von 5
Attached to this e-mail you will find a short
description of our newest product.
My boss asked me to read the product brief closely
before the meeting.
I need to familiarise myself with the product details
because I need to pass them on to my colleagues in
tomorrow’s meeting.
We really need to make a decision as to what the
packaging should look like.
Our new mobile phone had been conceived with
teenage users in mind.
The phone will be marketed all over the world. There
will be ads on both TV and the radio.
Unit 1 Marketing and sponsoring
mustard
squeezable
[1mcst4d]
[1skwi.z4bl]
Senf
elastisch, verformbar, quetschbar
toxic
[1tqks9k]
giftig, toxisch
to appeal to sb
[41pi.l t4]
jdm zusagen, gefallen
to dump
Never mind that …
to be loaded with (sugar)
household
[dcmp]
[!nev4 1ma9nd D4t]
[1l48d9d w9D]
[1ha8sh48ld]
schütten, kippen, werfen
Egal, dass/wenn …
strotzen vor (Zucker)
Haushalt
primarily
[pra91mer4li]
Can’t we do better than
that?
[du 1bet4 Dän Dät]
to be likely to do sth
[1la9kli]
in erster Linie, hauptsächlich,
vorrangig
Können wir das nicht besser
machen? / Können wir da nicht
besser sein?
wahrscheinlich etw tun
to figure sth out
[!f9g4r 1a8t]
etw verstehen, herausfinden
Gross!
to feed sb sth
[gr48s]
[fi.d]
Ekelhaft!
jdm etw zu essen geben
to twist
boost
cap
to release
[tw9st]
[bu.st]
[käp]
[r91li.s]
(ver)drehen
Steigerung
Kappe, Deckel
freisetzen, abgeben
beverage
[1bev4r9d7]
Getränk
burst
response
[b3.st]
[r91spqns]
Stoß, Schub
Antwort, Reaktion
demand
[d91m2.nd]
Nachfrage
to address
[41dres]
ansprechen; sprechen zu
foil
high-resolution
they will, in turn, …
[f09l]
[!ha9 rez41lu.Sn]
[9n 1t3.n]
to be contained in
[k4n1te9nd 9n]
Folie
hochauflösend, mit hoher Auflösung
sie werden ihrerseits …
We’re going to give free trials to selected customers.
They will hopefully, in turn, tell their friends about
our product.
sich befinden in, enthalten sein in
donation
[d481ne9Sn]
Spende
to benefit sb
to get ahead
in-kind (support)
[1ben9f9t]
[!get 41hed]
[9n 1ka9nd]
jdm nützen, guttun
vorwärts kommen
(Unterstützung) in Sachwerten
worthwhile
[!w3.T1wa9l]
lohnend, der Mühe wert (sein)
endorsement
[9n1d0.sm4nt]
Unterstützung
to seek to do sth
[si.k]
perception
[p41sepSn]
sich darum bemühen, etw zu tun,
etw anstreben
Wahrnehmung
I only buy honey that is sold in squeezable plastic
bottles. I don’t want to get my hands all sticky.
The colour of this cocktail looks toxic. It’s green!
© 2012 Cornelsen Schulverlage GmbH, Berlin und Veritas Verlag, Linz.
Seite 10 Transkript
The product design will definitely appeal to children.
They like it colourful.
Our marketing research should focus much more on
single-parent households.
Our latest mobile phone has primarily been designed
for elderly users with hearing aids.
Customers are more likely to buy our products if our
advertisements appeal to them.
We’re trying to figure out the best way to market our
new fashion line.
Seite 10
Our new hands-off air freshener releases pleasant
fragrances into your home every 15 minutes.
Pepsi produces one of the world’s most popular
beverages.
In response to consumer demand, we have
redesigned our product packaging.
The goods we offer should match the demands of
our customers.
Seite 11
We should really address this problem in our next
team meeting.
Seite 12
A generous donation to charity would definitely
improve the company’s image.
Seite 2 von 5
Our charity organisation is grateful for any monetary
donation, but also for in-kind support, such as
leftover food from supermarkets.
Doing charitable work is really worthwhile. All the
effort pays off when you see how grateful people are.
Celebrity endorsement of a brand can help promote
a product.
The bottom line is that sponsorship is never purely
selfless, but seeks to market a company’s products.
Sponsorship helps companies to improve the public
perception of their products.
© 2012 Cornelsen Schulverlage GmbH, Berlin und Veritas Verlag, Linz.
Unit 1 Marketing and sponsoring
to shape
rally
to heighten
visibility
[Se9p]
[1räli]
[1ha9tn]
[!v9z41b9l4ti]
formen, prägen
Treffen, Versammlung
aufstocken, erhöhen, verstärken
Sichtbarkeit
exposure
to cover
[9k1sp4874]
[1kcv4]
Publicity, Präsenz
berichten über, behandeln
coverage
[1kcv4r9d7]
Berichterstattung
unaffordable
to drive sth/sb
humanitarian
to charge sth to (sb’s
credit card)
to make a donation
[!cn41f0.d4bl]
[dra9v]
[hju.!män91te9ri4n]
[tS2.d7]
unerschwinglich, unbezahlbar
etw/jdn (an)treiben
humanitär
(jds Kreditkarte) mit etw belasten
[!me9k 4 d481ne9Sn]
Geld spenden
the mere act
sole
head and shoulders
above sb
giant
bottomless
goodwill
hospitality
[m94]
[s48l]
[hed 4n 1S48ld4z 4bcv]
der bloße Akt
alleinig
jdm haushoch überlegen
[1d7a94nt]
[1bqt4ml4s]
[!g8d1w9l]
[!hqsp91täl4ti]
Riese, Riesin; riesig
unerschöpflich, bodenlos
Wohlwollen, guter Wille
Gastfreundschaft
reception
[r91sepSn]
Empfang
key staff
[1ki. st2.f]
Kernbelegschaft, Stammbelegschaft
to network
to enhance
[1netw3.k]
[9n1h2.ns]
(sich) vernetzen
(ver)stärken, steigern; verbessern
to negotiate
[n91g48Sie9t]
verhandeln, aushandeln
to administer
contribution
[4d1m9n9st4]
[!kqntr91bju.Sn]
verwalten
Beitrag
medical care
to televise
[!med9kl 1ke4]
[1tel9va9z]
medizinische Versorgung
im Fernsehen senden, übertragen
to be tied to
as a rule
[ta9d]
[!4z 4 1rul.]
gebunden sein an
in der Regel
put bluntly, …
promising
mass-spectator sport
by means of
[!p8t 1blcntli]
[1prqm9s9N]
[!mäs spek1te9t4 sp0.t]
[ba9 1mi.nz 4v]
unverblümt / offen gesagt, …
vielversprechend
Sport(art) für Massenpublikum
mit Hilfe von, mittels
to share sth out
[!Se4r 1a8t]
etw aufteilen
charitable
[1tSär4t4bl]
karitativ, gemeinnützig,
Wohltätigkeits-
in return for
[9n r91t3.n f4]
als Gegenleistung für
to purchase
[1p3.tS4s]
erwerben, (ein)kaufen
We should consider sponsoring the city marathon. It
would give us various opportunities to heighten our
visibility.
Both local TV and newspapers have promised to
cover our charity gala.
Our last sponsorship was really successful in terms of
wide media coverage. Lots of newspapers mentioned
us!
We’ve decided to make a donation to charity.
We would like to support the Austrian Cancer Fund.
Thank you so much for your hospitality. We had a
lovely evening!
There will be a reception at the Crown Hotel for
invited guests only.
All key staff are required to attend next week’s meeting
because important decisions need to be made.
Next week’s charity gala is the perfect opportunity
for networking and enhancing business relationships.
Seite 13
It was a tough meeting, but we were able to negotiate a
sponsorship deal much to our company’s own benefit.
Financial contributions to charity help to improve
our company’s public image. That’s why we donate
money regularly.
Seite 13 Transkript
As a rule, key staff meetings take place every Monday
morning, but this week we had to reschedule it.
Put bluntly, the new packaging design looks awful!
We should try to make our product more widely
known by means of social media.
Seite 13
Seite 3 von 5
The company’s many charitable contributions
underline the fact that they assume their social
responsibility.
If the company sponsors your event, what will we get
in return for our financial support?
For every postcard you purchase, the shop donates
10 cents to charity.
Unit 1 Marketing and sponsoring
Seite 14
memo (memorandum) [1mem48,
!m4m41ränd4m]
board of directors
[!b0.d 4v d41rekt4z]
Mitteilung, Notiz
The head of Marketing sent a memo to all his
colleagues concerning tomorrow’s meeting.
If the board of directors does not agree to the
sponsorship deals, my hands are tied.
Both sponsors and sponsorees want to benefit as
much as possible from the sponsorship deal.
In the end, the participants of the marathon will be
the main beneficiaries of our business deal. They will
be able to take part in a great event!
I am not sure if it is ethical to sponsor an event
hosted by a rightist party.
sponsoree
[1spqns4ri.]
Vorstand, Verwaltung(srat),
Aufsichtsrat
SponsoringnehmerIn
beneficiary
[!ben91f9S4ri]
NutznießerIn
ethical
[1eT9kl]
ethisch, moralisch
physician
[f91s9Sn]
Arzt, Ärztin
to be considered to
be …
medical association
educational
[k4n1s9d4d]
als … gelten
[!med9kl 4s48si1e9Sn]
[!ed7u1ke9S4nl]
Ärzteverband, Ärztekammer
pädagogisch, Lehr-, Unterrichts-
six-figure sum
soda
suffering
premature
[s9ks !f9g4 1scm]
[1s48d4]
[1scf4r9N]
[!prem41tS4]
sechsstellige Summe
(AE) Limonade
Leiden
vorzeitig, frühzeitig, verfrüht
diabetes
heart attack
[!da941bi.ti.z]
[1h2.t 4täk]
Diabetes
Herzinfarkt
gout
cavities (pl)
to muzzle
[ga8t]
[1käv4ti.z]
[1mczl]
source
[s0.s]
Gicht
Karies
einen Maulkorb anlegen, mundtot
machen
Quelle
to compromise
[1kqmpr4ma9z]
kompromittieren, beeinträchtigen
to fund
[fcnd]
finanzieren
balanced
[1bäl4nst]
ausgewogen, ausgeglichen
to resign from
[r91za9n fr4m]
austreten aus, (die Mitgliedschaft)
kündigen
under fire
to ally oneself with
[!cnd4 1fa94]
[41la9]
unter Beschuss
sich verbünden mit
deli meat
pediatrics
breastfeeding
midwife
to advise sb
to promote
[1deli mi.t]
[!pi.di1ätr9ks]
[1brestfi.d9N]
[1m9dwa9f]
[4d1va9z]
[pr41m48t]
Fleisch-/Wurstdelikatessen
Kinderheilkunde
(das) Stillen
Hebamme
jdn informieren
fördern, werben für
cause
[k0.z]
Anliegen, Sache; Zweck
plant
[pl2nt]
Fabrik, Werk
devoted to sth
to trademark sth
[d91v48t9d t4]
[1tre9dm2.k]
einer Sache gewidmet
etw als Warenzeichen/Markennamen They trademarked their new slogan to make sure no
schützen/eintragen lassen
one else would be able to use it.
© 2012 Cornelsen Schulverlage GmbH, Berlin und Veritas Verlag, Linz.
Seite 15
The collaboration of Coca Cola and the American
Academy of Family Physicians, of which the latter
greatly benefited, has come under criticism.
Coca Cola’s participation in a national health
campaign is considered to be highly controversial.
A famous fast food chain has recently developed
educational material to inform their customers about
balanced eating.
Certain ingredients of the lotion are said to cause
premature ageing of the skin.
Excessive consumption of sugary drinks and fatty
food increases the risk of heart attacks.
Not all websites on the internet should be considered
reliable sources of information.
The new materials used will not compromise the
quality of our products.
His entire legacy shall be used to fund a health
education programme.
It’s okay to include a modest amount of sweets in an
otherwise balanced diet. It won’t do you any harm.
A few nutritional scientists even resigned from the
association because they didn’t want their research to
be funded by a fast food chain.
The non-profit organisation has come under fire for
allying itself with a political party.
I’d advise you to stop smoking during your pregnancy.
Coca Cola have a very clever marketing strategy to
promote their products.
Seite 16
Seite 4 von 5
It might be good for the company’s image if we
donated money to a charitable cause.
Living close to a nuclear power plant can have
deleterious effects on your health.
Unit 1 Marketing and sponsoring
efficiency
[91f9Snsi]
emission
operation
[91m9Sn]
[!qp41re9Sn]
Effizienz, Wirksamkeit,
Leistungsfähigkeit
Emission, Abgas
Betrieb; Einsatz
refrigeration
relief
[r9!fr9d741re9Sn]
[r91li.f]
Kühlung
Hilfe
stewardship
shortage
[1stju.4dS9p]
[1S0.t9d7]
Verwaltung
Mangel
villager
bottling
[1v9l9d74]
[1bqtl9N]
DorfbewohnerIn
Abfüll-
to implement (a plan)
[19mpl9ment]
(einen Plan) umsetzen
in sb’s defence
to take a stand (on)
[d91fens]
[!te9k 4 1ständ]
zu jds Verteidigung
Stellung beziehen (zu)
…-stricken
dance hall
when it comes to …
[1str9k4n]
[1d2.ns h0.l]
[!wen 9t 1kcmz t4]
heimgesucht von …
Tanzsaal
wenn es um … geht
to phrase
[fre9z]
formulieren
[k4n1dckt]
[1vju.p09nt]
[k4n1v9kSn]
[41pru.vl]
[r91fju.zl]
[!br9N 41ba8t]
[9k1stens9v]
[s41f9Snt]
[!spes9f91ke9Sn]
[9n1ka8nt4]
[pr41p0.Sn]
[!De4r19n]
(durch)führen
Standpunkt, Sichtweise
Überzeugung
Zustimmung
Ablehnung, Verweigerung
herbeiführen, zustande bringen
umfangreich, erheblich, ausgedehnt
ausreichend, genügend
(detaillierte) Beschreibung
auf etw stoßen/treffen
(An-)Teil
darin
demographic
[!dem41gräf9k]
(sales) volume
[1vqlju.m]
demographisch,
bevölkerungswissenschaftlich
(Verkaufs-)Volumen
research
[r91s3.tS]
Forschung; Recherche
price-setting
[1pra9s set9N]
Preisfestsetzung
innovative
[19n4ve9t9v]
innovativ
to come up with sth
[!kcm 1cp w9D]
sich etw ausdenken, vorschlagen
fund-raising
(campaign)
[1fcndre9z9N]
Spenden(aktion), (Kampagne zur)
Geldbeschaffung
The new software helps to improve efficiency and
user-friendliness.
Please read the instruction book carefully to ensure
proper operation of the device.
Out of $88m of charitable contributions in 2009,
Coca Cola donated $6m to disaster relief.
© 2012 Cornelsen Schulverlage GmbH, Berlin und Veritas Verlag, Linz.
Seite 17
The company is facing a shortage of employees. We
really need more people in both the marketing and
the sales department.
Coca-Cola claims to observe all environmental
regulations in their bottling plants.
The manager’s attempt to implement his suggestions
has met with strong opposition in the company.
You blew the deal! What do you say in your defence?
In yesterday’s meeting, the manager took a clear stand
on the company’s collaboration with Coca Cola.
The company’s got a good reputation when it comes
to sponsoring charitable events.
Seite 18
to conduct
viewpoint
conviction
approval
refusal
to bring about
extensive
sufficient
specification
to encounter sth
proportion
therein
Seite 19
Seite 5 von 5
As part of our latest market research project, we had
a team of employees study demographic groups.
The possible effects a price increase may have on our
sales volume are quite worrying.
Conducting surveys is a very effective way of
conducting market research.
Monica works in marketing. She’s responsible for
price-setting and planning product launches.
She’s such an innovative marketing. She always has
the most creative ideas.
John has come up with the most amazing idea for
our new packaging design.
As part of the company’s sponsorship of
humanitarian aid, we are planning to organise a fundraising campaign.