Stepping Stones 4 HAVO 4 Marketing

Watching

Strategy

Intensive watching

Intensive watching enables you to understand the entire video. It goes beyond understanding the general information. You need to understand the information given about feelings, opinions, arguments, etc. If possible watch a video a second time, because you might miss certain information the first time. You may also need to look up difficult words in order to understand all information.

Reference

• Watching for specific information

Leerdoelen

• You are going to practise watching for specific information.

• You can understand the main points of television programmes about familiar topics when these are presented in a clear and relatively slow manner.

• You are going to practise intensive watching.

• You can understand the main points of news items on the radio and more simple recorded material about familiar topics.

Vocabulary

• Abundance

• Act of kindness

• Among

• Approach

• Attach

• Attract

• Boost

• Carry on

• Challenging

• Charge

• Continuous

• Core

• Course

• Cut down on

• Effort

• Environmentally

• Excel

• Focus on

• Gather

• Goodwill

• Intrigue

• Issue

• Manage to

• Overwhelmingly

• Persistent

• Pressure

• Publicity

• Purchase

• Qualification

• Reach out to

• Reduce

• Research

• retailer

• Spoil

• Strain

• Suitable

• Suffer

• Supplier

• Support

• Sustainable

• Take for granted

• Utilise

• Vast

• Vendors

• Waste

Listening

Reference

• Yellow pages - Listening and watching - 14 Listening/watching for specific information

• Yellow pages - Listening and watching - 15 Intensive listening/watching

Leerdoelen

• you are going to practise listening for specific information.

• You can generally follow the main points of an elaborate, informal discussion that is held around them.

• You are going to practise intensive listening.

• You can understand the main points of news items on the radio and more simple recorderd material about familiar topics.

Vocabulary

• Abundance

• Act of kindness

• Among

• Approach

• Attach

• Attract

• Boost

• Carry on

• Challenging

• Charge

• Continuous

• Core

• Course

• Cut down on

• Effort

• Environmentally

• Excel

• Focus on

• Gather

• Goodwill

• Intrigue

• Issue

• Manage to

• Overwhelmingly

• Persistent

• Pressure

• Publicity

• Purchase

• Qualification

• Reach out to

• Reduce

• Research

• retailer

• Spoil

• Strain

• Suitable

• Suffer

• Supplier

• Support

• Sustainable

• Take for granted

• Utilise

• Vast

• Vendors

• Waste

Reading

Strategy

Headwords

When you use a dictionary you always look up the headword. When you look up:

• a verb, you will only find the infinitive (for example (to) walk. In a dictionary you can’t find conjugations (for example ‘walks’ or ‘walked’).

• a noun, you will only find the singular form. So when you want to know the meaning of the word ‘currencies’ you should look under ‘currency’.

• a phrasal verb, you search for the verb. The dictionary will list (the most common) phrasal verbs under this entry. So when you look up the phrasal verb ‘make up’, look under ‘make’.

• a with a prefix (such as rearrange; re + arrange) can usually be found in a dictionary. Sometimes you will have to look up the prefix and the word that follows it. If you can’t find ‘rearrange’ in a dictionary, you could look up ‘re-’ and ‘arrange’ to find what it means (herschikken).

Paragraphs and topic sentence

A text is divided into paragraphs. The sentence that contains the most important information (the main idea) of a paragraph is called the topic sentence. Usually, the first or the last sentence is the topic sentence. But sometimes it is the second sentence; the first sentence then introduces a subtopic or indicates the relation to the previous paragraph(s), while the second sentence indicates the main idea of the paragraph.

Reference

• Using a dictionary

• paragraphs and topic sentence

Leerdoelen

• You are going to practise looking up headwords in a dictionary.

• You can search for information relating to themes within their own fieldof interest within longer texts.

• You can understand the main theme and most important arguments of simple texts in magazines, newspapers or on the internet.

• You are going to practise with paragraphs and topic sentences.

Vocabulary

• Advantage

• Affect

• Appealign

• Approachable

• Assign

• Authentic

• Benefit of the doubt

• Beyond

• Brand

• Chase

• Clientele

• Content

• Contrast with

• Definite

• Deliberate

• Determine

• Dismiss

• Enable

• Engage

• Favourable

• Feminine

• Gaze

• Happen to be

• In addition

• Increase

• In fact

• Influence

• Judgement

• Linger

• Maintain

• Masculine

• Merchandise

• Noted

• Presence

• Raise a question

• Receive

• Recommend

• Reconnect with

• Relate to

• Release

• Scent

• Significantly

• Similar to

• Stick around

• Target audience

• Tutorial

Grammar

Futur

Present simple

• For scheduled events

The plane to Sydney leaves at 5pm.

Present continuous

• For arrangements in the near future

• Of which the location and/or time are certain

They are flying to Sydney tomorrow.

To be going to

• For plans

• For predictions based on proof

Are they going to move house soon?

Look a those dark clouds. It is definitely going to rain.

Will

• For promises

• For descisions

• For predictions for which there is no proof

Noah promises he will stay over tonight.

My father will retire next year.

We will win the lottery this year, for sure!

Mind:

• For questions you use shall with we and I and will with you, he/she/it and they.

Shall Liz go to the swimming pool?

Will Liz travel the world after she finishes secondary school?

Comparisons and quantifier

Comparative and superlative adjectives

Comparisons are used to compare persons or things with another.

A comparative adjective is mostly followed by than.

She is older than me.

A superlative adjective is preceded by the.

This is the most difficult exercise she has ever done.

Leerdoelen

• You will practise the various ways to express the future.

Speaking

Language help

describing a product

The campaign uses images of …

For the look and feel of … we focused on …

We drew inspiration from … for …

The packaging includes …

… are available in a range of different textile prints / fabrics / …

… come in an array of sizes / colour options / styles / …

… will solve any problems you have with …

This line of … should be interesting for consumers who …

Our target audience is …

Similar products on the market are …

You could compare our … to …

What makes the product unique is …

What sets it apart from the competition is …

Giving a presentation

Let me introduce myself. I’m …

Hi everyone, I’m … and today I’d like to talk to you about …

I would like to take this opportunity to talk to you about …

My talk is divided into … parts.

In today’s presentation I hope to cover three points: …

Firstly I will talk about … then we will look at … and finally, …

I will be glad to answer any questions that you may have at the end.

I’ll start with …

I think that just about covers … Now let’s move on to …

This leads me to my next point, which is …

So to summarise the main point of my talk …

Just a quick recap of my main points: …

That brings me to the end of my presentation, thanks for your attention.

If you have any questions, please don’t hesitate to ask.

Strategy

Understanding your audience

When you give a presentation it is important to keep in mind a number of things:

• It is important to know the level of knowledge your audience has about your presentation topic. For instance, when you give a presentation about a new computer game it matters if you do this in front of a crowd of gaming fans of people who are not familiar with gaming at all.

• To connect with your audience, you need to understand why your topic is important to them. What do they expect to learn form the presentation?

• Determine whether you are going to give a formal or informal presentation. You can use normal, everyday language for an informal presentation. The language in formal presentations should be more precise and professional. You use formal language in jobs and you can use informal language among your classmates.

Presentation tips

• Connect with your audience. It’s hard to be relaxed and be yourself when you’re nervous but if you’re enthusiastic and honest, the audience will respond.

• Keep it simple. When planning your presentation, you should always keep in mind the question:

  What is the key message (or three key points) for my audience to take away?

• Start strongly. The beginning of your presentation is crucial. You need to grab your audience’s attention and hold it.

• Use of slides. If you’re going to need slides for a PowerPoint or Prezi presentation:

  • Slideshows should contain no more than 10 slides.

  • Use a font size of no less than 30 point.

  • Slides should contain less, rather than more, information than expressed by the presenter.

Leerdoelen

• You are going to practise with understanding your audience.

• You can give simple descriptions of various familiar topics within their field of interest.

• You can give a prepared presentation about a familiar topic within their field of interest, the majority of which is clear enough to follow without effort and in which the most important points are explained relatively accurately, and can answer questions in response to the presentation, but has to ask fast talkers to repeat themselves sometimes.

• You can briefly explain and clarify matters.

• You are going to give a structured presentation.

Writing

Language help

Writing a persuasive email

Companies use persuasive emails as a marketing tool. Most of these emails have a fixed structure:

Phrasal verbs (2)

Phrasal verbs are usually two-word phrases consisting of verb + adverb or verb + preposition. If you change the adverb or preposition, the phrasal verb gets a different meaning: ‘drop off’ (deliver something) vs ‘drop out’ (to quit).

Strategy

Grabbing attention in a persuasive email

Besides a fixed structure, persuasive emails have other features to draw attention. They often appeal by:

• Speaking directly to the costumer (you, your offer), connecting them with the product

• Using slogans and humour, thereby hooking you in

• Including persuasive words (bargain, sensational, hurry, quick, offer, easy and so on)

• Making use of sensory words that describe smell (delicious aroma) or tastes (milky flavour)

• Drawing attention by using a LARGE or bold letter size, symbols and colours

• Organising information by using bullet points and subheadings

Revising Grammar

When you are doing a writing assignment, you write more than one version before producing your final one. In the first draft you make sure you include all of the elements from the assignment. After you’ve done this, you rewrite your text and provide the second and definitive version.

Make sure the grammar of your text is correct. Check whether:

• the verbs are in the correct form tense

• All the plural nouns have correct endings

• The sentence structure is correct

• Pitfalls

When in doubt check the Grammar Survey. If you spot any mistakes, correct them.

Reference

• Yellow pages - Writing - 27 Revising your text

• Yellow pages - Writing - 30 Email or letter

• Useful phrases & vocabulary - Useful phrases and thematic words - 15 Phrasal verbs

Leerdoelen

• You are going to practise grabbing attention in a persuasive email.

• You can write personal letters and emails, or use other forms of social media, in which experiences, emotions and events are described in some detail.

• You can write notes and messages that contain simple information that is of direct interest to friends, service providers, teachers and other who play a role in their daily life, and can understandably communicate the points they think are important.

• You are going to practise writing a short promotional text.

• You can provide detailed descriptions of familiar topics within their own field of interest.

• You can report on events and describe the emotions and reactions to these events.

Countries & cultures

Leerdoelen

• You are going to learn about Hong Kong.

Task

Leerdoelen

• You can give a prepared presentation about a familiar topic within their field of interest and can answer questions in response to the presentation.

• You can write messages that contain simple information that is of direct interest to others and can understandably communicate the points they think are important.