Unit 5
MAKING DEALS
SECTION 1: REMEMBER
1. FOCUSES OF THE UNIT
5.1 About business – E-tailing
This module focuses on the culture of the way in which companies are trying to increase
online sales through specific marketing techniques.
5.2. Vocabulary – Negotiating and e-tailing
This module focuses on key expressions for negotiating and describing the process of an
e-tailing transaction.
5.3. Grammar – Conditionals and recommendations
This module focuses on the use of the first, second and zero conditionals and on verb
patterns with recommend, suggest and advise.
5.4. Speaking – Negotiations- bargaining
This module focuses on the language and skills needed for successful negotiating.
5.5. Writing – A proposal
This module explores the structure and content of a business proposal and requires students
to write their own proposal.
5.6. Case study – St John’s Beach Club
This module focuses on how to negotiate a deal between a company and a buyer to get the
best price for a company incentive trip.

127


2. VOCABULARY
NEW WORDS/

PRONUNCIATION

VIETNAMESE

MEANING/EXPLANATION

STRUCTURES
5.1 About business – E-tailing
barge in

/ˌbɑːdʒ ˈɪn /

Đột nhập, xông vào đột ngột và ồn ào,
thường làm gián đoạn ai đó một cách thơ

(verb)

lỗ.
The kids just barge in without knocking.
(Bọn trẻ vừa xông vào mà không gõ cửa)
barge in on:
He just barged in on us in the middle of
a meeting. (Anh ta vừa xông vào chúng
tôi giữa cuộc họp)
beware

/bɪˈweə(r)/

Thận trọng, coi chừng. Dùng để cảnh báo
ai đó về nguy hiểm hoặc khó khăn.

(verb)

Beware, buying a house is full of

problems. (Hãy thận trọng, mua một ngôi
nhà là cả vấn đề đấy.)
Beware - wet paint! (Coi chừng- Sơn cịn
ướt!)
brisk

/brɪsk/

Nhanh chóng.
We went for a brisk walk. (Chúng tôi đã

(adjective)

đi bộ nhanh)
The committee got off to a brisk start at
its first meeting. (Ủy ban đã có một khởi
đầu nhanh chóng tại cuộc họp đầu tiên.)
e-tailer

/ˈiː ˌteɪlə(r)/

Một công ty bán hàng trực tuyến.

128


(noun

countable


Recent online pricing mistakes by well-

computing)

known companies have highlighted a
number of problems facing e-tailers and
all those who conduct business on the
Internet. (Những sai lầm về giá trực
tuyến gần đây của các công ty nổi tiếng
đã làm nổi cộm một số vấn đề phải đối
mặt đối với các công ty bán hàng trực
tuyến và tất cả những người thực hiện
kinh doanh trên mạng.)

eyeball

/ˈaɪˌbɔːl/

Nhãn cầu, con mắt, một cách gọi để chỉ
những người lướt web.

(noun countable)

There are more and more eyeballs paying
attention to electronic products. (Ngày
càng có nhiều người lướt web chú ý đến
các sản phẩm điện tử.)
flag

/flæɡ/


Gắn cờ, để đánh dấu thứ gì đó mà người
ta sẽ có thể tìm thấy lại được.

(verb)

The

program

flags

possible

tax

deductions and includes a flexible
spending calculator. (Chương trình đánh
dấu các khoản khấu trừ thuế có thể và
bao gồm một máy tính chi tiêu linh hoạt.)
intrusive
(adjective)

/ɪnˈtruːsɪv/

Xâm phạm, mang tính chất xâm phạm,
gây ra sự gián đoạn hoặc khó chịu thơng
qua việc khơng được chào đón hoặc
khơng được mời.
I realized that their question was quite

intrusive. (Tôi đã nhận thấy rằng câu hỏi
của họ là hơi mang tính xâm phạm)
129


publicly-traded

/ˌpʌblɪkli ˈtreɪdɪd/

(có cổ phiếu) giao dịch cơng khai, dùng
cho một loại hình cơng ty mà cổ phiếu

(adjective)

của nó có thể được mua bán trên sàn
chứng khoán.
By mid-2006, Western was the fourthlargest publicly-traded independent oil
refiners in the United States. (Đến giữa
năm 2006, Western là nhà máy lọc dầu
độc lập có cổ phiếu giao dịch công khai
lớn thứ tư tại Hoa Kỳ.)
pushy

/ˈpʊʃi/

Đầy nghị lực, táo bạo, dám làm. (cực kỳ
quyết tâm để có được những gì bạn muốn,

(adjective)


ngay cả khi điều đó làm phiền người
khác)
Sign up online to use a provider's online
trading platform and within minutes you
will receive a call from a pushy salesman.
(Đăng ký trực tuyến để sử dụng nền tảng
giao dịch trực tuyến của nhà cung cấp và
trong vài phút, bạn sẽ nhận được cuộc
gọi từ một nhân viên bán hàng táo bạo).
smother
(verb)

/ˈsmʌðə(r)/

Bao bọc (thể hiện tình yêu quá nhiều),
phủ đầy, lấp kín (Che đậy hồn tồn, kín
mít)
The definition of smother-love in the
dictionary is a relationship between a
parent and child in which the parent is
over-protective to the extent that the
child's

normal

psychological

development is inhibited. (Định nghĩa về
130



tình yêu bao bọc trong từ điển là mối
quan hệ giữa cha mẹ và con cái trong đó
cha mẹ bảo vệ quá đến mức sự phát triển
tâm lý bình thường của trẻ bị ức chế.)
tracking

/ˈtrækɪŋ/

(noun)

Hành động theo dõi.
Access to this nationwide database
allowed for the tracking of large numbers
of dual enrollment students after high
school graduation. (Truy cập vào cơ sở
dữ liệu toàn quốc này cho phép theo dõi
số lượng lớn học sinh đăng ký kép sau khi
tốt nghiệp trung học.)

5.2. Vocabulary – Negotiating and e-tailing
bank statement

/bæŋk ˈsteɪtmənt/

Sao kê ngân hàng. Một loại tài liệu được
ngân hàng in ra và chuyển cho khách

(noun)


hàng là chủ tài khoản để kiểm tra tất cả
các nguồn tiền chuyển vào và chuyển ra
trong tài khoản ngân hàng đó ở một kỳ
hạn thời gian nhất định.
He ran an eye down the first page of the
bank statement, and reread it with
quickening pulse, before turning over.
(Anh ta đưa mắt nhìn xuống trang đầu
tiên của bảng sao kê ngân hàng và đọc
lại nó với nhịp nhanh, trước khi lật lại.)
5.3. Grammar – Conditionals and recommendations
dust
(noun)

/ dʌst/

Bụi, những mảnh rất nhỏ bao phủ các bề
mặt bên trong các tòa nhà như bột

131


The bags were found to contain coal dust
and ended up sitting in the cellar for
many years until the bill was settled.
(Những chiếc túi được phát hiện có chứa
bụi than và cuối cùng nằm trong hầm
trong nhiều năm cho đến khi hóa đơn
được giải quyết.)
ISO


/ ˈaɪsəʊ/

Tổ chức tiêu chuẩn hóa quốc tế (một tổ
chức được thành lập vào năm 1946 để

(nound)

chuẩn hóa các phép đo cho các mục đích
khoa học, thương mại và khoa học quốc
tế.)
Clause 5.1 of ISO 9001:2015 requires
top management to demonstrate both
leadership and commitment to the quality
management system. (Khoản 5.1 của ISO
9001: 2015 yêu cầu ban lãnh đạo cấp cao
thể hiện cả khả năng lãnh đạo và cam kết
đối với hệ thống quản lý chất lượng)
rpm
(abbreviation)

/ˌɑː(r) piː ˈem/

(Viết tắt) số vòng quay trong một phút
(nhất là để đo tốc độ một động cơ)
(revolutions per minute)
The drum rotates at a speed between 400
and 700 rpm. If the speed is 4000 rpm,
the induction motor will act as an
asynchronous generator. (Trống quay

với tốc độ từ 400 đến 700 vòng / phút.
Nếu tốc độ là 4000 vòng / phút, động cơ
cảm ứng sẽ hoạt động như một máy phát
không đồng bộ.)

132


willing

/ ˈwɪlɪŋ/

Sẵn lịng, sẵn sàng làm việc gì đó mà
khơng ngại khó khăn gì.

(adjective)

The manager is willing to hold talks with
the employees to set up new projects in
the next five years. (Người quản lý sẵn
sàng tổ chức các cuộc đàm phán với các
nhân viên để thiết lập các dự án mới
trong năm năm tới.)
unwilling

/ʌnˈwɪlɪŋ/

Khơng sẵn lịng, khơng sẵn sàng làm việc
gì


(adjective)

The company was unwilling to admit they
spent too much on advertising new
products last year. (Cơng ty khơng sẵn
lịng thừa nhận họ đã chi quá nhiều cho
quảng cáo sản phẩm mới vào năm ngoái)
5.4. Speaking – Negotiations- bargaining
auditor

/ˈɔːdɪtə(r)/

Kiểm toán viên, người chính thức kiểm
tra tài khoản của các tổ chức hoặc các

(noun)

công ty.
Firms will have to provide proof from
independent auditors that they have
reformed. (Các công ty sẽ phải cung cấp
bằng chứng từ các kiểm toán viên độc lập
rằng họ đã cải tổ.)
insignificant
(adjective)

/ˌɪnsɪɡˈnɪfɪkənt/

Không đáng kể, không quan trọng.
This job has led to a saving of over 100

requests a month our current daily
workload which, if translated into money,
is not an insignificant amount (Công việc
133


này đã giúp tiết kiệm hơn 100 yêu cầu
mỗi tháng khối lượng công việc hàng
ngày hiện tại của chúng tôi, mà nếu được
chuyển thành tiền, thì đó khơng phải là
một số tiền không đáng kể.)
lead time

/ˈliːd ˌtaɪm/

Thời gian chờ, chuẩn bị (từ khi lên kế
hoạch cho đến khi bắt đầu làm việc gì đó)

(noun)

We are expecting a large contract to
begin soon which involves the supply of
expensive equipment with a lead time of
about six months. (Chúng tôi hy vọng một
hợp đồng lớn sẽ sớm bắt đầu, liên quan
đến việc cung cấp thiết bị đắt tiền với thời
gian chờ khoảng sáu tháng.)
nitty-gritty

/ˌnɪti ˈɡrɪti/


(noun)

Yếu tố cơ bản, thiết yếu nhất.
It's time to break out of that shell and deal
with the nitty-gritty of your relationships.
(Đã đến lúc thốt ra khỏi cái vỏ đó và
giải quyết yếu tố cơ bản nhất trong các
mối quan hệ của bạn đi.)

package
(noun)

/ˈpỉkɪdʒ/

Gói (hàng hóa hoặc dịch vụ)
The stations that are affiliated with the
networks have no other capacity to get
the foreign news, to get the big data
package, unless they get it from the
networks. (Các trạm được liên kết với các
mạng khơng có khả năng nào khác để
nhận tin tức nước ngồi, để có được gói
dữ liệu lớn, trừ khi họ lấy nó từ các
mạng.)
134


reluctant


/rɪˈlʌktənt/

Miễn cưỡng, lưỡng lự (khơng muốn,
khơng sẵn lịng làm việc gì đó)

(adjective)

The investors are reluctant to take on
long-term risk given by the uncertainties
over the economy. (Các nhà đầu tư miễn
cưỡng chấp nhận rủi ro dài hạn mà
những bất ổn trong nền kinh tế mang
đến.)
tentative

/ˈtentətɪv/

(adjective)

Mang tính dự kiến, thăm dị
The two organisations are already
exploring tentative plans to meet and
discuss a joint approach to developing a
cooperation. (Hai tổ chức đã khám phá
các kế hoạch dự kiến để có thể gặp gỡ và
thảo luận về cách tiếp cận chung để phát
triển hợp tác.)

5.5. Writing – A proposal
breakdown


/ˈbreɪkˌdaʊn/

(noun)

Phân tích chi tiết (dữ liệu tài chính)
The zoo's annual report, published
yesterday, did not give a detailed
breakdown of the €5 million running
costs incurred during the year. (Báo cáo
thường niên của sở thú, được công bố
ngày hôm qua, đã khơng đưa ra một phân
tích chi tiết về 5 triệu euro chi phí hoạt
động phát sinh trong năm.)

contingency
(noun)

/kənˈtɪndʒ(ə)nsi/

Sự bất ngờ, khơn lường, khoản chi tiêu
dự phịng.

135


Most large businesses have cash reserves
as a contingency for bad debts. (Hầu hết
các doanh nghiệp lớn có dự trữ tiền mặt
như một khoản dự phịng cho các khoản

nợ xấu.)
fee

/fiː/

(noun)

Chi phí, tiền đóng phí.
The price may be as various as the
amount paid for a specific commodity, an
hourly wage rate, or a professional fee
for technical advice, or an insurance
premium and so on. (Giá cả có thể biến
động như số tiền được trả cho một mặt
hàng cụ thể, mức lương theo giờ hoặc phí
chun mơn cho tư vấn kỹ thuật hoặc phí
bảo hiểm, v.v.)

mail order

/ˌmeɪl ˈɔː(r)də(r)/

(noun)

Việc đặt hàng qua thư
I would suggest mail order and specialist
computer magazines as your initial
marketing channels. (Tôi sẽ đề xuất đặt
hàng qua thư và tạp chí máy tính chuyên
gia làm kênh tiếp thị ban đầu của bạn.)


mailshot

/ˈmeɪlˌʃɒt/

Thư quảng cáo (cùng lúc gửi cho nhiều
người)

(noun)

Again, I have just received a mailshot
from another firm. (Một lần nữa, tôi lại
vừa nhận được một thư quảng cáo từ một
công ty khác)
merchant
account(s)

/ˈmɜrtʃənt əˌkaʊnt/

Tài khoản ngân hàng thương mại (dùng
để nhận thanh toán bằng thẻ tín dụng)

136


(noun)

These IDs can be obtained from a
merchant bank by applying for a
merchant account enabled to receive

payments by credit card. (Những ID này
có thể được lấy từ ngân hàng thương mại
bằng cách đăng ký tài khoản thương gia
được kích hoạt để nhận thanh tốn bằng
thẻ tín dụng.)

process

/ˈprəʊses/

(verb)

Xử lý (thơng tin, tài liệu, hồ sơ, đơn từ)
28,000 applications for visas have to be
processed soon. (28.000 đơn xin thị thực
cần phải được xử lý sớm.)

prospect

/ˈprɒspekt/

Triển vọng, tiềm năng, khách hàng tiềm
năng.

(noun)

It was quite exceptional because it was
the first time a business company was
able to go public so early with only the
prospect of future profits. (Điều này khá

đặc biệt vì đây là lần đầu tiên một cơng
ty kinh doanh có thể bắt đầu phát hành
cổ phiếu sớm như vậy chỉ dựa vào triển
vọng lợi nhuận trong tương lai.)
upgrade
(verb)

/ʌpˈɡreɪd/

Nâng cấp (máy tính, máy móc, thiết bị)
They suspect staff of advising customers
to make false claims to replace and
upgrade old phones. (Họ nghi ngờ nhân
viên tư vấn cho khách hàng đưa ra tuyên
bố sai để thay thế và nâng cấp điện thoại
cũ.)

137


5.6. Case study – St John’s Beach Club
allocate

/ˈæləkeɪt/

Cấp phát phân phối, phân bổ (cái gì cho
ai để sử dụng vào những mục đích cụ thể)

(verb)


No doubt the tourism bosses factored all
this

into

allocating

their
the

spreadsheets
advertising

when
budget.

(Khơng cịn nghi ngờ gì nữa, các ơng lớn
trong ngành du lịch đã đưa tất cả những
điều này vào bảng tính của họ khi phân
bổ ngân sách quảng cáo.)
gourmet(s)

/ˈɡʊə(r)meɪ(z)/

(adjective)

Ngon, dành cho người sành ăn.
You'll almost certainly find a gourmet
meal and perhaps a franchised gourmet
coffee kiosk nearby. (Bạn gần như chắc

chắn sẽ tìm thấy một bữa ăn ngon và có
lẽ là một quán cà phê nhượng quyền cho
người sành ăn gần đó.)

incentive

/ɪnˈsentɪv/

(noun)

Hoạt động khích lệ, chương trình ưu đãi
Potential clients are lured into opening
accounts with all sorts of gimmicks as
incentives. (Khách hàng tiềm năng bị lôi
cuốn vào việc mở tài khoản bởi tất cả các
loại mánh lới quảng cáo dưới dạng
chương trình ưu đãi)

squeeze
(verb)

/skwiːz/

Chèn ép, vắt kiệt
Recently, small businesses are being
squeezed by heavy taxation. (Gần đây,
các doanh nghiệp nhỏ đang bị chèn ép
bởi thuế khóa nặng nề.)
138



throw in

/ θrəʊ ‘ɪn/

(phrasal verb)

Món tặng thêm (cho khách mua hàng)
If you buy a computer right now, you can
get a free printer thrown in! (Nếu bạn
mua một chiếc máy tính ngay bây giờ,
bạn có thể nhận được một máy in tặng
thêm miễn phí nhé!)

upgrade

/ˈʌpɡreɪd/

(noun)

Việc nâng cấp (một sản phẩm hoặc dịch
vụ)
A hotel manager will often offer an
upgrade, such as a room with a view, to
keep guests happy. (Một người quản lý
khách sạn thường sẽ cung cấp một dịch
vụ nâng cấp, chẳng hạn như một căn
phịng có tầm nhìn, để giữ cho khách hài
lòng.)


3. GRAMMAR POINTS:
3.1. Conditionals
There are four basic types of conditional sentences in the English language. Each type has
two parts - the main clause and the if clause.
Zero conditional: I take my umbrella if it rains.
First conditional: I'll call you if I work late.
Second conditional: If the bus didn't arrive on time, I would drive you to the airport.
Third conditional: She wouldn't have come if I hadn't invited her.
3.1.1. Zero conditional
The zero conditional describes situations that are always true. If has the same meaning as
when or whenever.
If I go to school, I get up at seven. (Whenever I go to school I get up at the same time.)

139


If you park your car on double yellow lines, you pay a fine. (Whenever you park illegally,
you pay a fine.)
We use the present simple tense in both the main clause and the if clause.
3.1.2. Second conditional
The second conditional also refers to the present or future. In second conditional sentences
we speculate about situations that will probably never happen.
If I had more time, I would help you. (But I am not free at the moment. I can't help you).
If I won a million dollars, I would start a business of my own. (But I know that it is not
realistic.)
We use the past tense in the if clause and would + bare infinitive in the main clause.
Note: the verb to be can have a specific form in the if clause.
If I were rich, I wouldn't work.
If he were younger, he would marry her.
(But was is also possible: If I was rich, I wouldn't work. If he was younger, he would marry

her.) But: If I were you, I wouldn't do it. (In this expression, were is much more usual than
was.)
3.1.3. The first conditional versus the second conditional
The main difference between the first and second conditional is about probability: the first
conditional is realistic; the second conditional is unrealistic.
Sometimes we can use either the first or second conditional with the following difference
in meaning.
If I see him, I will tell him. (I suppose I will see him, because we go to the same school.)
If I saw him, I would tell him. (I don't think I will see him, because he is ill.)
If I need your help, I'll call you. (It is probable that I will need your help.)
If I needed your help, I'd call you. (It is not very probable that I will need your help.)
Sometimes we must use either the first or the second conditional, because it is clear that
the situation is real or unreal.
If you get up late, you will miss your bus. (a real situation)

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If I came from your country, I would understand your problems. (an unreal situation - I am
not from your country.)
Other forms
Apart from the basic forms (if + the present simple + will and if + the past simple + would),
we can use other verb forms in the first and second conditional sentences in the English
language.
Type 1
If you have finished your dinner, you can ask for the bill. If you are feeling tired, take a
rest.
If he is a good skier, he might make it.
If you want to be slim, you should eat less. If you meet her, could you let me know?
Type 2

If I knew his address, I might go and see him.
If we were on holiday, we would be lying on a beach now.
Why are we watching this film? If we were watching the news, it would be more interesting.
3.1.4. Third conditional
The third conditional sentences always refer to the past. We speculate about situations that
happened or did not happen in the past.
If I had won a million, I would have started a business of my own. (But I didn't win
anything.)
If he had met her, he would have told her. (Unfortunately, he didn't meet her.)
If we hadn't practised, we wouldn't have won the match. (But we practised and won.)
We use the past perfect in the if clause and perfect infinitive (have + past participle) in the
main clause.
Other forms
Apart from the basic form of the third conditional sentences, we can use other verb forms
in English.
We didn't save any money. If we had saved some money, we might have bought the house.

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She wasn't there and I wasn't sitting next to her. But if she had been there, I would have
been sitting next to her.
I was looking at the trees when I fell off the bike. If I hadn't been looking at the trees, I
wouldn't have fallen off the bike.
3.1.5. Mixed conditionals
In the mixed conditional sentences, we can combine the second and third conditional.
If he had left immediately, he would be here now. (He didn't leave immediately and isn't
here.)
If I had studied hard when I was young, I wouldn't be a porter now. (I didn't study and I
am a porter.)

If we hadn't told him the way while he was preparing for his journey, he would get lost
now. (We told him and he isn't lost.)
3.1.6. Inverted conditionals
We can also make conditional sentences by changing the word order in the if clause. Had
he booked the hotel room, he wouldn't have slept at the camp. (If he had booked ...)
Were I in your position, I would accept it. (If I were ...)
This form is less common, quite formal and is mostly used in writing.
3.1.7. Note
If is the most frequent expression in the if clauses, but other expressions are also possible.
(even if, provided (that), unless, on condition (that), in case)
You will leave tonight even if you don't want to.
You can have your birthday party provided that you aren't noisy.
We'll sell you the ranch on condition you pay in cash.
You should take a dictionary with you in case you forgot some words.
Unless you do something, she won't come back. (If you don't do anything, ...)
3.2. Advice structures
Verb patterns with recommend/ suggest/ advise
 recommend/suggest something
 recommend/suggest something to someone
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 recommend/suggest (not) doing something
 recommend/suggest (that) someone do something
 advise (not) doing something
 advise someone (not) to do something
NOT I recommend you this
NOT I recommend you doing this
NOT I recommend it that you do this
NOT I advise you doing this

NOT I advise that you to do this
4. WRITING – A PROPOSAL
4.1. What is a proposal?
A proposal is a plan, an idea, or a suggestion, often a formal or written one, which is
suggested for people to think about and decide upon. A proposal is usually used as a formal
document that a group has to consider.
Examples:
 Proposals for a new constitution are under discussion
 The President is to put forward new proposals for resolving the country's
constitutional crisis
 The Security Council has rejected the latest peace proposal.
A business proposal
A term of business proposal is a written offer from a seller to a prospective buyer
(prospect). Business proposals are often a key step in the complex sales process - i.e.,
whenever a buyer considers more than price in a purchase.
A proposal puts the buyer's requirements in a context that favors the seller's products and
services, and educates the buyer about the capabilities of the seller in satisfying their needs.
4.2. Structure of a proposal
1. Introduction: Refer to previous contact with your customer, state the purpose and
contents of the document and summarize the objective of the proposal.
2. Needs/Background: Review the reasons for the proposal and the customer’s needs.
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3. Solution: State the options you recommend, and any contingency plans
4. Benefits: Sell your solution by pointing out its advantages for the customer.
5. Process and schedule: Explain procedures, lead time and after-sales service.
6. Qualifications and references: Justify your ability to do the job.
7. Costs: Give a breakdown of the investment, or refer to a separate quotation.
8. Conclusion: Encourage the customer to take the next step.

(Adapted from The Business Intermediate Unit 5)
4.3. A sample proposal
Dear Ms. Amanda Baker,
Thank you for taking the time to talk to me by telephone today. As agreed, please find
below a proposal for a ‘MarvelMedia’ website, which I believe will help increase your
traffic and sales dramatically.
Your current website is currently out of date and therefore unable to compete with your
competitors’ sites. You are looking for an exciting, interactive site which will attract
teenagers and improve sales of your posters.
We recommend our ‘MarvelMedia Experience’ range of interactive sites, which
incorporate music and video presentations. If you subsequently required online games, you
would be able to upgrade to the ‘MarvelMedia Gamer’ range with no additional set-up fee.
A ‘MarvelMedia’ site will increase traffic to your e-business, since teenage customers will
enjoy exciting music and videos on your website. In addition, they will be able to download
thumbnails of your posters and free ringtones. In the unlikely event of a technical difficulty,
MarvelMedia guarantee to solve the problem within an hour. Our charges are amongst the
lowest on the market, meaning that your business will be more profitable from day one.
We provide a complete, ready-to-use website installed on your server. Please allow 20 days
for development and installation. Should you encounter any difficulties, our helpline is
available 24 hours a day, seven days a week to assist you.

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With more than 1000 satisfied customers and several design awards, MarvelMedia is one
of the top site designers in over the country. I will be happy to put you in contact with other
MarvelMedia customers in your area.
The design fee for a ‘MarvelMedia Experience’ site is just $3,000, with monthly technical
support fees of only $15. You will find full details of our terms and conditions in the
attached quotation.

We look forward to meeting you to discuss design options: I will call you next week to fix
a date. Should you have further questions, please feel free to call me on 0123 456 789.
Sincerely yours,
5. OTHER SUGGESTED WRITING QUESTIONS FOR UNIT 5
 What do you know about e-tailing?
 What are the advantages and disadvantages of e-tailing?
 What factors are online retailers facing?
 What are the key expressions for negotiating and describing the process of an e-tail
transaction?
 What do you need to do in order to prepare for a successful negotiation?
 How to negotiate a deal between a company and a buyer to get the best price for a
company incentive trip?
 How to write a winning business proposal?
 What should you do if you want to start your own e-shop?
 What are the advantages and disadvantages of buying online?
 What are the advantages and disadvantages of using live web chats with sales reps?
Why?
 What are the advantages and disadvantages of using customer tracking in ebusiness? Why?
 What do people do following the strategy “smoothing the customers with love”?
 Why, although interactive discussions boost sales, do e-tailers have to be cautious?
 Would you prefer to interact with a conversational agent, to chat online with a sales
rep, or to browse without help? Why?
 Define some important stages in negotiation.
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 What is win-win strategy in negotiation? How to apply it in this increasingly
competitive world?
 Do you think buying online will replace traditional shopping? Why?
6. USEFUL WEBSITES

Websites with background information on making deals include:
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SECTION 2: PRACTICE
QUESTION 1
Fill in each blank with the correct form of the word given in brackets
1. With determined __________(brisk), Amy stood up and put their cups back on the tray.
2. They also said that the huge amounts being paid in legal costs were the result of
government lawyers being ___________ (willing) to settle claims at the earliest
opportunity.
3. So cunning were you that you not only fooled the partners but the independent
___________ (audit) for years.
4. Many organisations seemed to have an in-built ______(reluctant) to defend their actions
or even to provide a constructive and forceful image.
5. The argument that cheaper labour costs force manufacture abroad should not be
acceptable to us as ____________ (prospect) purchasers.
6. In London, the Home Office confirmed that it was ______(process) applications for
leave to remain on behalf of the three.
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7. He flipped and stirred, measuring lumps of rice onto plates which he then __________(
smother) with a brownish stroganoff.
8. Sixteen people lost an _______(significance) amount, and nine others gained weight or
stayed the same.
9. The whole thing is here, complete_______ (track), guidance, communication and
landing controls.
10. Some retailers use distinctive _______(package) for their own brands, eg one
supermarket chain packaged everything in bright yellow.
QUESTION 2
I. Choose one underlined word or phrase which needs correcting in each sentence

1. E-tail services design has been dominated by the need to measure service quality and the
role that service quality plays in satisfaction and repeat patronage.
A. services

B. has

C. plays

D. satisfaction

2. Online retail service in comparison is broken into two phases, the client interaction phase
taking place online and the fulfill phase taking place offline.
A. retail

B. broken into

C. online

D. fulfill

3. Online retail operation design is severely conflict with offlines operations design.
A. operation

B. severely

C. offlines

D. design

4. The challenges that usual face by online retailing are begins with the response time of

the Web server, moves to the amount of time the customer must wait until the order ships,
and also includes the time the shipping process takes.
A. usual

B. with

C. must

D. process

5. Reduce menu costs mean that retailers can employ dynamic or customized pricing
strategies.
A. Reduce

B. can

C. customized

D strategies

6. The technique of combining various products into bundles sold as a single unit can also
be use on online retailing.
A. various

B. bundles

C. a

D. on


7. The reduced cost to online inventory management as compared to the offline situation
leads to a completely different strategy formulation.
A. to

B. compared

C. leads

D. formulation
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8. The essence of the long tail strategy is to sell a small amount of a large number of
products rather less a large amount of a small number of products.
A. essence

B. sell

C. less

D. products

9. To browse a page, consumers must move their eye fixation point, read, comprehend and
possible move the mouse to scroll.
A.

browse

B. must


C. fixation

D. possible

10. Understanding the consumer’s travelled costs is clearly important to understanding the
nature of online competition.
A. the

B. travelled

C. clearly

D. competition

II. Read the passages below and choose the best answer
1. Read the following passage and choose the best answer
Alex Raymond
433 1st St.
Detroit, MI 48303
Dear Mr. Raymond,
We appreciate your request a few days ago to increase your credit limit on your Visa
Card from $7,500 to $10,000. National Bank has carefully reviewed your overall
credit rating, your current bank balances, and your payment history for the debts you
carry on your Visa Card, we are afraid to tell you that we are not able to accept your
request at this time. However, we could review your case again after the 1st of
January, taking into account your further payment history and any new credit
information you may wish to provide. Please submit another written request if you
wish us to do so.
Mr. Raymond, you are a valued customer to us. If you have any questions or concerns,
please give me a call by telephone. We are always willing to do the best we can for

you.
Sincerely,
Covyd Corona

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Chief Credit Card Officer
National Banking Visa
1-899-433-4444
Dear Mr. Corona,
Thank you for your kindness for at least considering to raise my credit card limit,
although unfortunately you were not able to accept my request. Yes, I do admit that
my credit card payments have not been consistent and are sometimes late. But I really
need the expansion of my credit card limit, therefore I do wish that you will consider
my case again on the 1st of January. And I hope that by then my credit rating will be
better so that you will accept my request.
Sincerely,
Alex Raymond

(Adapted from www.anhngumshoa.com)
1. From which of the bank departments was this letter sent?
A. Analysis or Statistical
B. Country Bank Account
C. Credit.
D. Paying Teller's
2. What is the purpose of the letter?
A. His application for a new credit card has been approved.
B. His credit card no longer exists.
C. His credit card balance is too high and it needs to be cleared.

D. His wish to raise his credit line has been declined.
3. What should Mr. Raymond do in order to get answers for any questions he has?
A. Fax to the Customer Service employee.
B. Leave a message on the Bank's website.
C. Send an email to Mr. Corona.
D. Call his personal credit card officer.
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4. What is the main reason the bank declined Mr. Raymond's request?
A. He has taken too many loans from the bank.
B. He has been late many times in paying his credit payment.
C. He has not been a customer of the bank long enough.
D. He carries a large balance in his checking account.
5. What will Mr. Raymond probably do next?
A. He will pay for his credit card debts regularly.
B. He will pay for all of his loan interests consistently and not late.
C. He will try to get rid of all the balances on his credit card.
D. He will try to make a new account in a different bank.
2. Read the following passage and answer the questions
Sales proposals: Love them or hate them, they're an integral part of any successful deal.
While some salespeople might view these documents as unnecessary - or even as a waste
of time - they're actually one of the most powerful instruments in a salesperson's arsenal of
deal-closing tools.
In fact, proposals can make all the difference between losing a sale and closing one. And
when done properly, a proposal will not only help close the sale, but it will also make that
sale larger than it otherwise would have been. Here are five tips to writing proposals that
will do just that:
Tip 1: Focus on the prospect's objectives.
Most salespeople write proposals that focus entirely on the deliverables they can offer to

the prospect. These documents often concentrate on listing off the basic features and
benefits of the product or service in question. But what about the prospect's needs?
Instead of focusing on what you have to offer your prospect, your proposals should focus
on the key problems your prospect wants to solve. In particular, the beginning portions of
your proposals should address the challenges your prospect wants to overcome. This will
effectively turn your proposals into working documents that outline specific client
objectives - a powerful tool.
Tip 2: Deliverables are not the key.

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As I said in the previous tip, most salespeople write proposals that are focused entirely on
what they can provide to prospects. This strategy misses the mark on where the value of
the sale truly is: Prospects don't pay for deliverables; they pay for outcomes and results.
Use your proposal as a platform to articulate what outcomes and results the prospect will
achieve as a result of the deal at hand. You can describe deliverables later on in the
proposal, but don't go into too much detail. Focus more on objectives.
Tip 3: Keep it short.
The majority of proposals are way too long! We're talking multiple pages. It should come
as no surprise that prospects are likely to thumb through these lengthy documents - and
miss the important information. The solution to this problem is simple: Keep your proposal
between one to two pages long.
By doing so, you'll create a document that prospects are much more likely to read all the
way through. Your shortened proposals should be concise and relevant. Only mention areas
that are important to the prospect, and don’t throw in your biography or a list of impressive
things your company has done. Focus on what's relevant to closing the sale.
Tip 4: Give three options.
Most proposals only offer one option or solution. This is a huge missed opportunity. Instead
of providing just one option for the prospect to decide upon, provide multiple options for

the prospect to choose from. This will accomplish two things. First, you'll be able to offer
higher level-read: more expensive-options in your proposals. This can frequently lead to
prospects choosing higher level deals than you had originally expected.
Second, you'll create a sense of optionality for the prospect, which will actually dissuade
them from looking for alternative options from other salespeople. By providing prospects
with multiple options, you're acting as your own competition. Prospects always want to
feel like they're choosing from a set of options, and since you're already providing them
with that, they'll be less likely to feel like they have to go shop around.
Tip 5: Make it a contract.
Simply adding an area to the bottom of your proposals to allow prospects to sign it as a
contractual agreement is a game-changer. This very simple technique will increase the
likelihood that a prospect will do business with you. If your sale is particularly complicated,
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