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L2 Unit 1 - Building Relationships

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10 views

L2 Unit 1 - Building Relationships

Uploaded by

addaoui.djamila.170205
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Business English

LEA L2 S3 : 12TD langue commerciale


Chantal BARONE
[email protected]
UNIT 1 :
Building Relationships
“If you destroy a bridge, be sure you can swim.”
- African (Swahili) proverb
Give an example of a company you know
that is good at building relationships
with its customers.
How do they do this?
Building Relationships :
Key Terms
Quiz:
How good are you at building relationships?
Listening:
Building Strong Business Relationships
B2B =
Business-to-business relationships
 Networking events
 Trade shows
 What is more important ?
 First impressions
 A lot of contact in business contexts and socially
 Supplier or distributor
 Partners
B2B =
Forming Partnerships

 Strategic alliance
 Joint venture
 Consortium
 Merger
B2B = In case of merger
 2 companies, 2 cultures
 Consequence loss in :
 profitability
 shareholder value
Relationship Networks

 Society
 Stake
 Shareholders
 Company towns
 Companies sensitive to accusations
 Companies aware of their overall image
Listening:
Business Partnerships
Alison Ward is Head of Global Corporate Responsibilities at Cadbury, the chocolate
maker. Listen to the first part of the interview and complete this information about
Cadbury’s Cocoa Partnership.
Listening:
Business Partnerships
Listen to the second part and complete these extracts with up to three words in each
gap.

1. Fairtrade certification
2. Ethical choice
3. Very powerful / understood /
cocoa-farming communities
Listening:
Business Partnerships
Listen to the final part and answer these questions.

1- What other partnership does Cadbury have?


2- What does Alison say about the changes in the
supply chain with that partnership?
Vocabulary:
Building Relationships

1. POSITIVE MEANING: cement, encourage, cultivate, develop, establish, improve, maintain, promote,
foster, restore, resume, strenghthen
2. NEGATIVE MEANING: cut off, damage, undermine, sour, disrupt, jeopardise, sever
Vocabulary:
Building Relationships
What is relationship marketing?
Relationship marketing is a facet of customer relationship management
(CRM) that focuses on customer loyalty and long-term customer
engagement rather than shorter-term goals like customer acquisition
and individual sales. The goal of relationship marketing (or customer
relationship marketing) is to create strong, even emotional, customer
connections to a brand that can lead to ongoing business, free word-of-
mouth promotion and information from customers that can generate
leads.

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