CANKAYA UNIVERSITY OFFICE OF BASIC AND ELECTIVE COURSES -ENGLISH UNIT-

1. CANKAYA UNIVERSITYOFFICE OF BASIC AND ELECTIVE COURSES-ENGLISH UNIT- GLOBALISATION FOR ENG 205 COURSE WEEK 4

3. Pre-Reading Vocabulary • fertile(adj):land,soil or market that is able to produce goods • Synonyms: fruitful, productive • e.g. I know that negotiations do not only constitute a bargaining process, but also serve as fertile ground for creativity. • strive for(v):to try hard to achieve something • Synonym: do one’s best, try hard • e.g.I was still striving to be successful. • e.g The company must constantly strive for greater efficiency. • prudent(adj.): very careful to avoid undesired consequences • Synonyms: careful, cautious • e.g. It's always prudent to read a contract properly before signing it.

4. Pre-Reading Vocabulary • turnover(n):the amount of business that a company does in a period of time • e.g. Large supermarkets have high turnovers (= their goods sell very quickly). • e.g. The business has an annual turnover of £50 000. • GDP: Gross Domestic Product, a nation’s total annual product • e.g.If the GDP continues to shrink, the country will be in a recession. • GNP: Gross National Product: the total value of goods and services produced by a country in one year, including profits made in foreign countries • e.g. In the 1990s, Turkey's economy suffered from a series of coalition governments with weak economic policies, leading to high-inflation boom-and-bust cycles that culminated in a severe banking and economic crisis in 2001, a deep economic downturn (GNP fell 9.5% in 2001), and an increase in unemployment.

5. Pre-Reading Vocabulary • culminate(v):something important, that happens at the end of a long period of effort or development • Synonyms: end up, climax • e.g.Their many years of research have finally culminated in a cure for the disease. • e.g. My arguments with the boss got worse and worse, and it all culminated in my deciding to change jobs. • merit(v): to be good, important or serious enough for praise and attention • Synonym: deserve • e.g. The results have been encouraging enough to merit further investigation.

6. Pre-Reading Vocabulary • hurdle(n.):a problem or difficulty that you must deal with before you can achieve something • Synonyms: obstacle, handicap, barrier • Finding enough money for the project was the first hurdle. • outstanding(adj.): extremely good • Synonym: impressive • Brad Pitt’s performance in his last film was outstanding.

7. Collocations • disposable income(n): the money which you can spend as you want and not the money which you spend on taxes, food and other basic needs • distribution channel(n): all the methods of making your product available to the market • joint venture(n): a particular enterprise undertaken together by two individual companies

8. Mass market(n): A product that is designed for the mass market is intended to be bought by as many people as possible, not just by people with a lot of money or a special interest • e.g.Advances in microchip technology have made these cameras smaller and cheaper and affordable to the mass market.

9. Which western multinational companies does the text mention?

10. What is the significance of these numbers? 600: the number of women the L’Oreal researchers watched taking a shower 995bn: GDP of China 2.7bn: the value of the Chinese cosmetics market 50 miles: the distance from Shanghai to the new economic development zone 365m: the urban population of China 235: the number of McDonald’s in Chinese cities 80million: the number of purchasers of L’Oreal products in China 200: the number of products L’Oreal tested

11. Read the text and answer the questions • 1-What does L’Oreal’s ‘bathroom’ research hope to achieve? It intends to discover how Chinese women use the products L’Oreal is promoting • 2-Why do you think Paolo Gasparini talks about Chinese pharmacies? The company is interested in using pharmacies as points of sales • 3-Why is China such an attractive market for foreign businesses? It is a very large market with a growing spending power

12. Read the text and answer the questions • 4-What has China done to encourage foreign businesses to set up near Shanghai? It has opened a new economic development zone • 5-Why didn’t L’Oreal enter the Chinese market earlier? Before the early 1990s it thought that the average incomes were too low and the distribution channels poor • 6-How did L’Oreal plan its entry into the Chinese market? It tested about 200 products, launched a joint venture with a medical college and started an extensive R&D programme

13. Read the text and answer the questions • 7-How useful has L’Oreal’s joint venture with the Suzhou medical college been? It helped them to reformulate their products for the Chinese market • 8-Maybelline, L’Oreal Paris, and Lancome are all brands of L’Oreal, but they are sold in china through different sale outlets. Why do you think this happens? They are aimed at different target markets who will make their purchases from different sales outlets

14. 9-According to Paolo Gasparini, what is the difficulty and importance of recruiting good local staff? • The difficulty is in finding the right personnel since marketing is new to the country. Gasparini thinks having the right staff is the key to becoming market leader

15. Collocations • Outstanding potential • Economic outlook • Production facility • Distribution channel • Development zone • Consumer base • Joint venture • Disposable income