INNOVATION VOCABULARY LIST:
To endorse = approuver
To update = mettre à jour
Brand-new = neuf/flambant neuf
Daring = audacieux
Efficient = efficace
Forward-looking = tourné vers l’avenir
Ground-breaking = révolutionnaire
Ingenious = ingénieux
A brainwave = éclair de génie
A breakthrough = une percée / une réussite
A patent = un brevet
A pioneer = un pionier
(To be) at the cutting edge (of) = être à la pointe de
(To take) an innovating leap = franchir un pas innovant
To change the landscape = changer considérablement
Thinking outside the box = penser différement
To stretch the boundaries = repousser les limites
Adding value = ajouter de la valeur
To deliver the promise = tenir ses engagements
PRESENTATION VOCABULARY LIST:
Bar chart = grahique en barre
Diagram = schema
Flow chart = organigramme
Graph = graphique lineaire
Pie chart = camembert
Table = Tableau
To decrease = to make less
To digress = to go off the subject
To fluctuate = to go up and down
To increase = to make greater
To outline = to explain the structure of
To spell out = to explain clearly
A significant drop = une baisse signifiative
A substantial rise = une augmentation substantielle
To shoot up = monter en flèche
Plummets = chuter
To level off = se stabiliser
Marginally = très légèrement
Roughly = à peu près
A great deal = énormément / beaucoup (=substantially)
LUXURY VOCABULARY LIST:
Definition: luxury is something inessential but conducive to pleasure and comfort; expensive and
hard to obtain.
If not luxury : up-scale (=/ down-market), premium, top of the range, up market…
5 key trends defining the luxury industry: diversity, exception, personalisation, optimisation,
and succession.
Checkered = motifs (squared patterns)
Craftsmanship = artisanat
Embroidery = broderie
Fabric = materiel / matière
Fragrance = smell
Fur = fourrure
Garment = articles of clothing
Gem = precious stone
Leather = cuir
Lining = doublure
Man-made = fait maison
Mother-of-pearl = nacre
Plain = uni
Scarf = écharpe
Second-rate = standard
Silk = soie
Stitching = couture
Striped = rayé
Substandard = inférieur
Suede = daim
Tailored = sur-mesure
Tweed = plaid / tweed
Upholstery = rembourrage
Velvet = velours
Wool = laine
A taint = une tare
SOCIAL CATEGORIES:
High
Upper-middle
Lower-middle
Low
Luxury in China:
- Wealth centres are moving East
- Decline of bling and rise of Craftsmanship
- Niche brands are rising
- Chinese brands are improving to offer equivalent quality and design to foreign brands
- Sophistication
- Luxury goods are bought as gifts
- The wealthier a consumer is, the more likely he/she is to appreciate luxury for their
innate quality and value; and the less likely he/she is to define luxury in terms of status
or extravagance.
Luxury in India:
- Conflict between traditional values and conspicuous consumption
- Growing market – no longer reserved for a privileged few
- Democratization of luxury
- Consumption of “bridge-brands” high = entry-level luxury.
CROSSING CULTURE VOCABULARY LIST:
THE WORLD’S CULTURES CHART OF RICHARD LEWIS:
"Determining national characteristics is treading a minefield of inaccurate assessment and
surprising exception. There is, however, such a thing as a national norm."
Lewis plots countries in relation to three categories:
Linear-actives = those who plan, schedule, organize, pursue action chains, do one thing at a time.
Germans and Swiss are in this group.
Multi-actives = those lively, loquacious peoples who do many things at once, planning their
priorities not according to a time schedule, but according to the relative thrill or importance that
each appointment brings with it. Italians, Latin Americans and Arabs are members of this group.
Reactives = those cultures that prioritize courtesy and respect, listening quietly and calmly to
their interlocutors and reacting carefully to the other side's proposals. Chinese, Japanese and
Vietnam are in this group.
5 dimensions of culture:
- Power distance = how people accept power/authority
- Individualism = be seen as an individual, not just as a team
- Masculinity = if both sexes are at the same level or not (for jobs…)
- Uncertainty avoidance = anxiety felt in unknown situations (rules and regulations)
- Indulgence
- Pragmatism = respect for traditions
THE CULTURAL ICEBERG:
Culture is but one category or dimension of human behaviour, and it is therefore important to
see it in relation to the other two dimensions: the universal and the personal. The three can be
distinguished as follows:
 Universal refers to ways in which all people in all groups are the same;
 Cultural refers to what a particular group of people have in common with each other
and how they are different from every other group;
 Personal describes the ways in which each one of us is different from everyone else,
including those in our group.
These are two important points for you to remember:
 Because of universal behaviour, not everything about people in a new culture is going to
be different; some of what you already know about human behaviour is going to apply in
your host country.
 Because of personal behaviour, not everything you learn about your host culture is
going to apply in equal measure, or at all, to every individual in that culture.
NICHE MARKETING VOCABULARY LIST:
Definition: a small but profitable segment of a market suitable for focused attention by a
marketer. They do not exist by themselves, but are created by identifying needs or wants that
are not being addressed by competitors, and by offering products that satisfy them.
 Their success depends on good market segmentation
 They can be used with mass-market products (toothbrush, cars…)
Definition of a RATCHET:
An arrangement in which the value of someone's share in a company depends on how well the
company performs. This is often done where company managers own a share in the company.