Resumen Euroinnova

1. Ingls oral y escrito en el comercio

internacional

MF1010_3 Ingls Profesional para
Comercio Internacional
UF 1 DOCUMENTACIN EN INGLS PARA EL COMERCIO
1. GESTIN DE OPERACIONES DE COMERCIO INTERNACIONAL EN INGLS
1.1. Estructuras lingsticas y lxico relacionado con las operaciones de
comercio internacional
Speaking on the phone in international trade: La comunicacin telefnica es una parte esencial en las relaciones
comerciales con clientes. Muchas de las operaciones se realizan a travs del telfono: peticiones de informacin, presupuestos, entrevistas de ventas,
etc... por lo que es necesario conocer las peculiaridades de la comunicacin telefnica para poder comunicarnos con fluidez y naturalidad.
Some rules to take into account when we are talking on the phone.
1. Speak clearly so the other person can understand
you
2. Speak in a polite and friendly voice
3. Let the other person finish, don't interrupt him/her 4. Take notes during the call
5. Always confirm each point of information

A. Some useful sentences when talking on the phone
Answering the phone:
- Good morning/afternoon/evening, Madison Inc. Mary
speaking.
- Who's calling, please?
Introducing yourself:
- This is Claire Simpson speaking.
- Hello, this is Anna Johnson from Leicester Inc.
Asking for someone:
- Could I speak to Mary James, please?
- I'd like to speak to Mary James, please.
- Could you put me through to Mary Jones, please?
- Could I speak to someone who...
- Could I speak to someone in sales, please?
Explaining:
- I'm afraid Mrs. James isn't in at the moment.
- I'm sorry; she's in a meeting at the moment.
- I'm afraid she's on another line at the moment.
- I'm sorry, but she is on holidays this week.
Putting someone on hold:
- Just a moment, please.
- Could you hold the line, please?
- Hold the line, please.
- Hold on, please Problems
- I'm sorry, I don't understand. Could you repeat that,
please?
- I'm sorry; I can't hear you very well. Could you speak
up a little, please?
- I'm afraid you've got the wrong number.
- I've tried to get through several times but it's always
Putting someone through:
- One moment, please. I'll see if Mrs. Smith is available.
- I'll put you through.
- I'll connect you.

engaged.
- Could you spell that, please?

Taking a message:
- Can I take a message?
- Would you like to leave a message?
- Can I give him/her a message?
- I'll tell Mrs. Jones that you called as soon she is
available
- I'll ask him/her to call you as soon as possible.
B. How to receive a telephone call
1- Answer the phone as soon as possible 4- Listen carefully to the customer and identify what he/she wants
2- Greet the caller 5- Pass the call to the person he/she wants to speak to or offer your
help in case it is possible
3- Identify the company and yourself 6- Thank the customer

Example
- Good morning, ABC associated, Laura speaking, how
can I help you?
- Hold on a moment, I'll put you through the billing
department.
- Good morning, this is John Tomas; I have a problem
with a bill.

C. How to make a phone call
1- Identify yourself and your company
3- Always thank for the help offered
2- Expose clearly the reason for your call

Example
- Good morning, Sarah speaking, can I help you?
- Hold on a moment, I'll see if she is available.
- Good morning, this is Anne from Lema's. Could I talk to the
sales manager, please?
- Thanks

Questions and replies: En la atencin al cliente es esencial el manejo de forma efectiva de las estructuras de
pregunta-respuesta, de forma que podamos obtener informacin de nuestro cliente y a su vez poder responder a las
cuestiones que nos puedan plantear.
1.2. Estructuras lingsticas y lxico relacionado con la contratacin y
condiciones de la compraventa internacional
Adjectives, comparatives and superlatives. +er than as!as
Instructions: Imperative
Tips for giving instructions: work out the right order for your instructions, keep your sentences short and simple,
number your instructions if you wish, use command verbs, use the present or sometimes the future tense and present
your writing clearly.
It's used for...It's made of..
Condiciones de contratacin y financiacin
Scope and application
Terms of Engagement for Professional
Services
Recurring Engagements

Definitions
General contents of an Engagement Document
Limitation of liability
Tarifas y precios: cardinal numbers; % per cent, P pence, $ Dollar, " Euro, Sterling Pound, Yen, + plus, - minus, x
times 4x2 four times two), / divided by, = equals.
200/1.4 = 142.8 Two hundred divided by one point four equals one hundred and forty-two pounds eighty-six.
7-2=5 Seven minus two equals (or is) two

Modos de pago: Payment terms are the conditions under which a seller will complete a sale. Typically, these terms
specify the period allowed to a buyer to pay off the amount due, and may demand cash in advance, cash on delivery,
a deferred payment period of 30 days or more, or other similar provisions.
CASH IN ADVANCE / dinero en efectivo por adelantado
Usual Time of Payment: Before shipment
Goods Available To Buyer: After payment
Risk to Seller: None
Risk to Buyer: Complete. Relies on seller to ship exactly the
goods expected, as quoted and ordered
Comments: Seller's goods must be special in one way or
another, or special circumstances prevail over normal trade
practices (e.g., goods manufactured to buyer-only
specification).
LETTER OF CREDIT (L/C) / letras de cambio
Usual Time of Payment:
Risk to Seller: Commercial Invoice must match the L/C
exactly. Dates must be carefully headed. "Stale" documents
are unacceptable for collection.
Comments: Letters of Credit require total accuracy in
conforming to terms, conditions, and documentation. Consult
your United Shipping Associate member for determining
feasibility of terms and conditions.
CONFIRMED IRREVOCABLE CREDIT / crdito irrevocable
confirmado
Usual Time of Payment: After shipment is made, documents
presented to the bank.
Goods Available To Buyer: After payment
Risk to Seller: Gives the seller a double assurance of
payments. Depends on the terms of the letter of credit.
Risk to Buyer: Assures shipment is made but relies on
exporter to ship goods as described in documents. Terms may
be negotiated prior to L/C agreement, alleviating buyer's
degree of risk.
Comments: The inclusion of a second assurance of payment
(usually a U.S. Bank) prevents surprises, and adds assurance
that issuing bank has been deemed acceptable by confirming
bank. Adds cost and an additional requirement to seller.
UNCONFIRMED IRREVOCABLE CREDIT/crdito
irrevocable no confirmado
Usual Time of Payment: Same as above
Goods Available To Buyer: Same as above
Risk to Seller: Seller has single bank assurance of payment
and seller remains dependent on foreign bank. Seller should
contact his banker to determine whether the issuing bank has
sufficient assets to cover the amount.
Risk to Buyer: Same as above
Comments: Credit can be changed only by mutual agreement,
as stipulated in a sales agreement. Becomes open account
with buyer's bank as collection agent. Foreign bank may have
problems making payment in sum or timeliness.
DRAFTS / giro bancario
Usual Time of Payment: Remittance time from buyer's bank to
seller's bank may still take one week to one month.
Risk to Seller: Drafts, by design, should contain terms and
conditions mutually agreed upon.
Comments: A draft may be written with virtually any term or
condition agreeable to both parties. When determining draft
tenor (terms and conditions), consult with your banker and
freight forwarder to determine the most desirable means of
doing business in a given country.
SIGHT DRAFT (with documents against acceptance) /
giro bancario a la vista
Usual Time of Payment: On presentation of draft to buyer.
Goods Available To Buyer: After payment to buyer's bank.
Risk to Seller: If draft not honored, goods must be returned or
resold. Storage, handling, and return freight expenses may be
incurred.
Risk to Buyer: Assures shipment but not content, unless
inspection or check-in is allowed before payment.
Comments: A draft can be a collection instrument used to
exchange possession and title to goods for payment. Seller is
essentially drawing a check against the bank account of the
buyer. Buyer's bank must have pre-approval, or seek approval
of the buyer prior to honoring the check. Payble upon
presentation of documents.
TIME DRAFTS (with documents against acceptance) /
giro bancario aplazado
Usual Time of Payment: On maturity of the draft
Goods Available To Buyer: Before payment, after acceptance
Risk to Seller: Relies on buyer to honor draft upon
presentation.
Risk to Buyer: Assures shipment but not content. Time of
maturity allows for adjustments, if agreed to by seller.
Comments: Payable based upon the acceptance of an
obligation to pay the seller at a specified time. Although a time
draft has more collection leverage than an invoice, it remains
only a promissory note, with conditions.
OPEN ACCOUNT / cuenta abierta
Usual Time of Payment: As agreed, usually by invoice
Goods Available To Buyer: Before payment
Risk to Seller: Relies completely on buyer to pay account as
agreed
Risk to Buyer: None
Comments: All terms of payment, including extra charges and
terms should be mutually understood and agreed upon prior to
open account initiation. Companies conducting ongoing
business are candidates for open account terms of payment.
Seller must measure not only buyer's credit reliability but the
country's as well.

Prrrogas
Sample Extension Request Letter
Dear ,
This is to acknowledge that we are in receipt of your
Confirmation of Extension of Payment Date /
confirmacin de la concesin de la prrroga
Dear XXX ,
notice whereby you informed us that the goods shipped
to you on (date) did not conform to our agreement
dated (date).
We regret this unintentional mistake on our part, the
reasons for which were (explanation)
While we recognize that the time for performing under
this agreement has expired, we are requesting that you
extend the time to (date) in order that we may cure the
defect by replacing the shipment with goods that
conform to our agreement.
Please accept our apology for this inconvenience. We
will be looking forward to your response.

This will acknowledge our telephone conversation of
this date. As was stated in our letter dated (date) , we
should be receiving our financing by (date).
In view of the above, we would appreciate your
extending the date for our payment of the account until
(date). This will enable us to make sure that all of the
appropriate documents have been prepared.
We appreciate your courtesies, past and present. It
has been a pleasure doing business with your company
and we look forward to years of pleasant associations.

Descuentos
Discounts dealing with payment
- Prompt payment discount. Descuento por pronto pago
- Trade discount. Descuento efectuado sobre el precio del catlogo.
- Cash discount. Descuento por pago al contado/ en efectivo.
- Seasonal discount: Descuento de temporada.
Discounts dealing with quantity
- Cumulative quantity discount (or accumulation discounts).
Descuento basado en la cantidad adquirida en un periodo de tiempo
- Non-cumulative quantity discount. Descuento por volumen de ventas
basado en la cantidad de un pedido nico para incentivar pedidos grandes y
reducir costes de facturacin, envo, etc.
Some examples: There is a special offer this week 10% off; If you order before 29th August you will get a 5%
discount; If your order is more than 100" you will not get shipping fees


1.3. Lxico y fontica de las condiciones de entrega:
Incoterms: international commercial terms. Son trminos de tres letras cada uno que reflejan las normas, de aceptacin
voluntaria por las dos partes compradora y vendedora, acerca de las condiciones de entrega de las mercancas, productos. Se
usan para aclarar los costes de las transacciones comerciales internacionales, delimitando las responsabilidades entre el
comprador y el vendedor, y reflejan la prctica actual en el transporte internacional de mercancas.
La Convencin sobre contratos para la venta internacional de mercancas de las Naciones Unidas (en ingls, CISG, U.N.
Convention on Contracts for the International Sale of Goods) en su Parte III Venta de las mercancas (artculos 25-88) describe el
momento en que el riesgo sobre la mercanca se transfiere del vendedor (fabricante o no) al comprador (sea este el usuario final o
no), pero reconoce que, en la prctica, la mayora de las transacciones internacionales se rigen de acuerdo con las obligaciones
reflejadas en los incoterms.
La CCI (Cmara de Comercio Internacional o ICC: International Chamber of Commerce) se ha encargado desde 1936 (con
revisiones en 1945, 1953, 1967, 1976, 1980, 1990, 2000 y 2010) de la elaboracin y actualizacin de estos trminos, de acuerdo
con los cambios que va experimentando el comercio internacional. Actualmente estn en vigor los Incoterms 2010 (desde el 1 de
enero de 2011).
Los incoterms se agrupan en cuatro categoras: E, F, C, D.
Grupo E Entrega directa a la salida: El vendedor pone las mercancas a disposicin del comprador en los
propios locales del vendedor; esto es, una entrega directa a la salida.
EXW. Ex Works (named place) # en fbrica (lugar convenido).
El vendedor pone la mercanca a disposicin del comprador en sus instalaciones: fbrica, almacn, etc. Todos
los gastos a partir de ese momento son por cuenta del comprador.
El incoterm EXW se puede utilizar con cualquier tipo de transporte o con una combinacin de ellos (conocido
como transporte multimodal). Es decir el proveedor se encarga de la logistica y el traslado necesario para que
el comprador tenga el suministro del producto en el mismo lugar donde desempea la tarea productiva.

Grupo F Entrega indirecta, sin pago del transporte principal Al vendedor se le encarga que entregue la
mercanca a un medio de transporte elegido por el comprador; esto es, una entrega indirecta sin pago del transporte
principal.

FAS. Free Alongside Ship (named loading port) #
franco al costado del buque (puerto de carga
convenido).
FOB. Free On Board (named loading port) # franco a
bordo (puerto de carga convenido)

El vendedor entrega la mercanca en el muelle pactado
del puerto de carga convenido; esto es, al lado del
barco. El incoterm FAS es propio de mercancas de
carga a granel o de carga voluminosa porque se
depositan en terminales del puerto especializadas, que
estn situadas en el muelle.
El vendedor es responsable de las gestiones y costes
de la aduana de exportacin (en las versiones
anteriores a Incoterms 2000, el comprador organizaba
el despacho aduanero de exportacin).
El incoterm FAS slo se utiliza para transporte en
barco, ya sea martimo o fluvial.

El vendedor entrega la mercanca sobre el buque. El
vendedor contrata el transporte a travs de un
transitario o un consignatario, pero el coste del
transporte lo asume el comprador.

El incoterm FOB es uno de los ms usados en el
comercio internacional. Se debe utilizar para carga
general (bidones, bobinas, contenedores, etc.) de
mercancas, no utilizable para granel.

El incoterm FOB se utiliza exclusivamente para
transporte en barco, ya sea martimo o fluvial.
FCA. Free Carrier (named place) # franco
transportista (lugar convenido).
El vendedor se compromete a entregar la mercanca en
un punto acordado dentro del pas de origen, que
pueden ser los locales de un transitario, una estacin
ferroviaria... (este lugar convenido para entregar la
mercanca suele estar relacionado con los espacios del
transportista). Se hace cargo de los costes hasta que la
mercanca est situada en ese punto convenido; entre
otros, la aduana en el pas de origen.
El incoterm FCA se puede utilizar con cualquier tipo de
transporte: transporte areo, ferroviario, por carretera y
en contenedores/transporte multimodal. Sin embargo,
es un incoterm poco usado.


Grupo C Entrega indirecta, con pago del transporte principal: El vendedor contrata el transporte, pero sin
asumir el riesgo de prdida o dao de la mercanca o de costes adicionales por los hechos acaecidos despus de la
carga y despacho; esto es, una entrega indirecta con pago del transporte principal.
CFR. Cost and Freight (named destination port) #
coste y flete (puerto de destino convenido).

El vendedor se hace cargo de todos los costes,
incluido el transporte principal, hasta que la mercanca
llegue al puerto de destino.

Sin embargo, el riesgo se transfiere al comprador en el
momento que la mercanca se encuentra cargada en el
buque, en el pas de origen. Se debe utilizar para carga
general, que no se transporta en contenedores;
tampoco es apropiado para los graneles.

El incoterm CFR slo se utiliza para transporte en
barco, ya sea martimo o fluvial.
CIF. Cost, Insurance and Freight (named destination
port) # coste, seguro y flete (puerto de destino
convenido).
El vendedor se hace cargo de todos los costes,
incluidos el transporte principal y el seguro, hasta que
la mercanca llegue al puerto de destino. Aunque el
seguro lo ha contratado el vendedor, el beneficiario del
seguro es el comprador.
Como en el incoterm anterior, CFR, el riesgo se
transfiere al comprador en el momento que la
mercanca se encuentra cargada en el buque, en el
pas de origen. El incoterm CIF es uno de los ms
usados en el comercio internacional porque las
condiciones de un precio CIF son las que marcan el
valor en aduana de un producto que se importa.7 Se
debe utilizar para carga general o convencional.
El incoterm CIF es exclusivo del medio martimo.

CPT. Carriage Paid To (named place of destination) #
transporte pagado hasta (lugar de destino convenido).

El vendedor se hace cargo de todos los costes,

CIP. Carriage and Insurance Paid (To) (named place of
destination) # transporte y seguro pagados hasta
(lugar de destino convenido).

incluido el transporte principal, hasta que la mercanca
llegue al punto convenido en el pas de destino. Sin
embargo, el riesgo se transfiere al comprador en el
momento de la entrega de la mercanca al transportista
dentro del pas de origen.

El incoterm CPT se puede utilizar con cualquier modo
de transporte incluido el transporte multimodal
(combinacin de diferentes tipos de transporte para
llegar a destino).
El vendedor se hace cargo de todos los costes,
incluidos el transporte principal y el seguro, hasta que
la mercanca llegue al punto convenido en el pas de
destino. El riesgo se transfiere al comprador en el
momento de la entrega de la mercanca al transportista
dentro del pas de origen. Aunque el seguro lo ha
contratado el vendedor, el beneficiario del seguro es el
comprador.

El incoterm CIP se puede utilizar con cualquier modo
de transporte o con una combinacin de ellos
(transporte multimodal)

Grupo D Entrega directa en la llegada. El vendedor soporta todos los gastos y riesgos necesarios para llevar la
mercanca al pas de destino; esto es una entrega directa a la llegada. Los costes y los riesgos se transmiten en el
mismo punto, como los trminos en E y los trminos en F. Los trminos en D no se proponen cuando el pago de la
transaccin se realiza a travs de un crdito documentario, bsicamente porque las entidades financieras no lo
aceptan.
DAT. Delivered At Terminal (named port): entregado
en terminal (puerto de destino convenido).
DAP
DDP

Plazos de entrega: Usually the terms about this include that the seller undertakes to deliver the goods within XXX
calendar days of receipt of: The signing of the contract; The confirmation in writing of the order in question, once all
payment conditions established in the contract have been fulfilled.; The notification of the opening of a letter of credit
by the Buyer.

Condiciones de transporte: Usually the seller shall deliver the products to the customer under certain conditions.
The goods shall be delivered at the agreed place, and to the transport agent designated by the Buyer, at least 24
hours before the deadline established in the contract.

In case the customer fails to take charge of the goods on arrival, the Buyer should be entitled to ask for the payment
of the agreed price.

Incumplimientos, anomalas y siniestros: Usually, both parts agree by common consent that any dispute shall be
referred to the law courts and tribunal of the country of origin of the seller or the buyer and the local authorities where
their head office is set.

2. PRESENTACIONES COMERCIALES EN INGLS
2.1. Estructuras lingsticas y lxico habitual en las presentaciones
comerciales en ingls
Oral presentations / presentaciones orales
Una presentacin es una charla formal a una o ms personas en la que se "presentan" las ideas y la informacin de
una manera clara y estructurada. Las presentaciones tienen un objetivo comn, las personas hacen presentaciones
con el fin de informar, formar, persuadir o vender.
A. Parts of an oral presentation / partes de una presentacin oral
Beginning- Short introduction / comienzo o pequea introduccin
Welcome
Good morning, ladies and gentlemen
Good afternoon, ladies and gentlemen
Good afternoon everybody.
Explanation of the structure of the presentation.
To start I will describe then I'll after that I'll..
Introducing the subject.
I'd like to start saying..
Lets begin by.
First of all, I'll
The purpose of my presentation is to..
Body of presentation / cuerpo de la presentacin
Introduce subject in an ordered way, do not mix topics.
Now that I have told you about..let's continue with.
That's all I have to say about..
End- Short Conclusion / final o conclusin breve
Summing up
To conclude.
In conclusion.
To sum up.
I'll remind you some of the main point I have mentioned.
Recommendations
I suggest/propose recommend you..
Thanking your audience.
Thank you very much for your attention.
Many thanks for your attention.
Questions and answers.
Do you have any questions?
Are there any questions?
B. Tools for Oral Presentations / tcnicas para las presentaciones orales
Overhead projector (OHP)
Whiteboard (to use also with OHP)
Markers (for the whiteboard)
Flipchart. Consists on several leaves of paper, used for small presentations.
Slided projector (nowadays out of use)
Screen
Notebook computer (or laptop)
Handouts
Frmulas de marcadores conversacionales: saludo, presentacin, despedida, ayuda, interaccin
Basic Attitudes / actitudes bsicas
Adems de manejar el lenguaje y las estructuras ms habituales en ingls es imprescindible tener unas actitudes
bsicas cuando tratemos con clientes. A continuacin se enumeran algunas de las actitudes ms importantes.
- When speaking on the phone always "smile" even though the other person can't see you he/she can feel that you
are nice and willing to help him/hem
- Assist the customer as quickly as you can, Customers feel uncomfortable if you keep them waiting for long.
- Be positive and helpful, although the other person is angry or disappointed, this would help him to relax.
- Speak clearly and in a friendly way, but avoid being familiar or impolite!
Characteristics of oral language / caractersticas el lenguaje oral
Lee el siguiente texto, muy sencillo, en ingls, para irte familiarizando con el vocabulario y expresiones sobre este
tema:
The principal characteristic of oral language is its immediacy. It is different from the written language in that the oral
tends to be more informal and direct, and it is also more expressive than writing.
In oral language gestures and body language is very important because they reinforce the transmission of the
message
There are other important factors when speaking as pitch and intonation.
It is essential to try to avoid the use of overused words as "thing, say, good" it is best to find other synonyms
Practice:
- What is the principal characteristic of oral language?
- Name two differences between oral and written language.
- What other factors are important when speaking?
- What is essential to avoid in oral language?
Answers:
- The immediacy, that is, the message gets to the recipient at the moment of speaking
- Oral language is more informal and direct
- Body language, gestures
- The use of overused and vague words.
A. Receiving visitors / recepcin de visitas
A continuacin vamos a ver unas reglas de cortesa cuando tratemos con visitas que acuden a nuestro centro de
trabajo.
Rules for receiving visitors /reglas para recibir visitas
- Always greet the visitor.
- Offer help or ask for the reason of his/her visit.
- Ask for his/her name and company
- Offer to take a seat.
Examples:
V. Good morning, My name's Carmen Garca.
S. Good morning, Ms. Garca, what can I do for you?
V. I have an appointment with Mr. Smith.
S. Take a seat, please. I'll tell Mr. Smith you are here.
V. Good afternoon, I'm Laurie Thomas, Mrs. Johnson is waiting for me.
S. I am afraid Mrs. Johnson is in a meeting at this moment, but it won't take long. Would you like a cup of coffee while
you wait?
V. A black coffee, only if it is not much trouble for you. Thank you.
Small talk / charla coloquial o casual
En ingls se conoce como "small talk" a la conversacin que se entabla entre dos hablantes sobre temas de inters
general, como el tiempo, viajes, alojamiento, etc. Es una regla de cortesa en ingls entablar estas pequeas
conversaciones con clientes, visitas, etc...
e.g. How was the flight? Como fue el vuelo? Did you have a good trip Tuvo un buen viaje?
Possible answers.
It was fine/ rather long/ delayed
- What would you like to drink? Qu le gustara tomar?
Possible answers.
A cup of coffee, please/ with a dash of milk/ only if it's not too much trouble for you.
- What was the weather when you left? Qu tiempo haca cuando sali?
Possible answers.
Cold and cloudy/ pretty warm/cool in the evenings/ hot/ rainy/quite chilly
- Where are you staying? Dnde se aloja? What is the hotel like? Como es el hotel?
Possible answers
At the Metropolitan. It is very nice and comfortable/ a bit too noisy/ really great..
B. Greetings / saludos
Common Greetings / saludos habituales
Vamos a ver los saludos ms habituales en ingls:
- Good morning- Hasta medioda (midday)
- Good afternoon.- Hasta las 4 o las 5 de la tarde.
- Good evening
- Good night-No se utiliza como saludo si no como despedida.
- Hello/ Hi
- See you tomorrow; See you later, So long! Hasta maana, Hasta luego.
- Have a nice day- Que tengas un buen da.
- How are you?/ How are you doing? / How are you getting on?. Como ests? Cmo te va? Cmo lo llevas?
- I am well (fine) thank you/ Quite well, thank you. Estoy bien, gracias/ bastante bien.
- Goodbye/ Bye
Special greetings / saludos especiales
Saludos y expresiones utilizadas en ocasiones especiales como puede ser na-vidad, ao nuevo, etc.
- Happy Christmas/ Merry Christmas.
- Happy New Year! Feliz ao Nuevo
- Happy Easter. Feliz semana santa
- Happy Thanksgiving day! Feliz da de accin de gracias (fiesta celebra-da en EE.UU el cuarto jueves del mes de
noviembre)
- Good luck! Buena suerte
- Congratulations/ Well done. Enhorabuena / bien hecho.
Shaking hands (dar la mano)
Cuando conocemos a alguien de manera formal por primera vez la forma normal de proceder es con un apretn de
manos (shaking hands) y decir "How do you do" o "Pleased to meet you"
"How do you do?" no es una pregunta real, simplemente significa, "Hello".
C. Introductions / presentarse
En el siguiente cuadro vamos a ver las frmulas ms habituales para realizar presentaciones de uno mismo y de
otras personas en ingls.
Introducing yourself / presentarse uno mismo
How do you do? My name is Mary Holmes
Hell, my name is Mary Holmes and I will be your rep in Tenerife
Id like to introduce myself, my name is Mary Holmes
Hello, Im Mary
Introducing others / presentar a otras personas
Mrs. Holmes, may I introduce Mr Jones, my boss
Louis, Id like you to meet John Smith, our rep. John, this is Louis Hand
Responding to introductions / responder a una presentacin
How do you do? I am Peter Jackson
Pleased to meet you, Mr, Miss Holmes
Hello, how are you?
Nice to meet you, I am Peter from Savie Hotel
On leaving / despedida
Goodbye. Its a pleasure to have met you.
Goodbye. Nice to have met you.
"How do you do?" es una expresin bastante formal, y como vimos anteriormente no es una pregunta real. En este
caso la respuesta correcta sera , "How do you do?
Examples
Its my pleasure to introduce Dr Jones
How do you do?
How do you do?
Id like to introduce Mrs Jenkins
Im glad to meet you.
The pleasure is mine.
Let me introduce you to Susan Brown
Pleased to meet you you
Nice meeting you too
Id like you to meet Anne
Good to meet you
Ive heard so much about you
This is Charles
Nice to meet you
Same here
D. Courtesy rules / reglas de cortesa
Some common courtesy rules are: /algunas reglas habituales de cortesa
- Say please and thank you and excuse me
- Apologize - even if it's a mistake or accident
- Do not chew with your mouth open
- Do not interrupt while someone is speaking
- If you refuse an invitation understand how that person might feel
- It is rude to talk on your cell phone in public
Thanking people and responding to thanks / dar las gracias y contestar
Vamos a ver varias frmulas de cortesa para expresar agradecimiento en in-gls y responder a este
agradecimiento.
- Thank you very much for the information. You've been great help. Muchas gracias por la informacin, has sido de
gran ayuda.
- It was my pleasure. Ha sido un placer
- Thank you for taking the time to explain it to me. I hope it wasn't too much of a bother. Gracias por tomarse el
tiempo de explicrmelo, espe-ro que no haya sido mucha molestia.
- Not at all. It was the least I could do. En absoluto, es lo mnimo que puedo hacer.
- Thanks for all your help. I really appreciate it. Gracias por toda su ayuda, se lo agradezco de verdad.
- You're welcome. Good luck. De nada, Buena suerte.
- Thanks a million! Muchsimas gracias.
- Forget it/ don't worry about it. Olvdelo, no se preocupe por ello.
- Thanking for invitations. Gracias por la invitacin.
- Thank you for inviting me. Of course I'll come. Gracias por invitarme por supuesto que ir.
- Thanks for your invitation but I'm afraid I won't be able to come. I've got an appointment. Gracias por su invitacin
pero me temo que no podr asistir, tengo un compromiso.
- I'm sorry to hear that. Siento escucharlo
- Can I take you to the airport? Te llevo al aeropuerto?
- Thank you, that would be great. Gracias, sera genial.
- Thanks, but I'll manage ok by myself. Gracias pero me arreglo bien por mi mismo.

Argumentacin comercial y caractersticas de los productos.
A. Introducing products / presentar los productos
Vamos a ver como se forman los adjetivos en ingls, fundamentales a la hora de realizar cualquier descripcin. Los
adjetivos expresan caracters-ticas y propiedades de los sustantivos y cumplen la funcin de especificar o resaltar
algunas de sus caractersticas. Por otro lado veremos algunos ad-verbios utilizados para complementar los verbos,
adjetivos o a otros ad-verbios
Characteristics of products, adjectives and adverbs /caractersticas de los productos, adjetivos y adverbios
Los adjetivos se usan para describir nombres
Types of adjectives:
- Qualitative (Calificativos): good, thin dry, bad, short Demonstratives (Demostrativos): this, that, these, those
Distributives, each, every, either.
- Quantitive (Cuantitativos): some, any, little, few..
- Interrogative (interrogatives): which? What?
- Possesive (Posesivos) my, your, his..
- Numberic (Numricos): one, third, second..
Grammatical Rules
- Adjectives in English do not vary in gender and number
e.g. red: rojo, roja, rojos, rojas.
- They are placed before the noun
We have an interesting job
- They are placed after the verb To BE, become, feel, look, seem, smell or taste
These documents are wrong
He looks (seems) tired
It smells bad
- To be+adjective has the meaning of "Tener" . e.g. I'm thirsty
- When we have more than one adjective we follow the following order as a general rule: Opinion +size +age +form
+colour +origin +material +use +noun
e.g. a beautiful enormous old oval brown Arabic wool carpet Common adjectives and its opposites
Common adjectives and its oposites
LONG-SHORT
HIGH-LOW
THICK-THIN
WIDE-NARROW
HEAVY-LIGHT
DEEP-SHALOW
Physical Characteristics /caractersticas fsicas
Shapes: lines and objects / formas: lneas y objetos

Measures and weight / medidas y peso
Distance:
1 inch (in) = 2,54 cm.
1 foot (ft)= 12 inches (30,48 cm)
Weight
1 ounce (oz)= 28,35 g
1 pound (lb)= 16 ounces (0,454 kg)
Liquids
1gill= 0,14 l (Britain) 0,118 l (USA)
1 pint (pt) = 4 gills (0, 57 l Br-0,473l USA)
B. Quantity / cantidad
The most usual way to express quantity in English is the use of Quantifiers
Some/ Any
We use some with countable nouns in Plural and for uncountable nouns.
E.g. I need some brochures for my customers. Necesitamos algunos folletos para nuestros clientes.
We would like some information about your products. Desearamos (alguna) informacin sobre sus pro-ductos.
We use any with countable and uncountable nouns in negative and interrogative sentence.
I didn't buy any product from the catalogue
Did the customer send any order?
How much/ How many
We use How much for uncountable nouns.
e.g. How much does it cost?
How many is used for countable nouns.
How many samples do you need?
A lot of/ Many/ Much
We use A lot of in affirmative sentences, with countable and uncountable nouns.
We have got a lot of orders this month.
They gave us a lot of information.
Many is used in interrogative and negative sentences, with countable nouns.
Much is used in negative and interrogative sentences, with uncountable nouns.
We didn't get much information about the company.
Did you have much time to finish the project?
Little/A little- Few/ A Few
Little is used with uncountable nouns; the meaning in Spanish would be "poco" as"not enough"
e.g. I have little time to finish the project. Tengo poco tiempo para terminar el proyecto (no es suficiente)
A Little is also used with uncountable nouns, the meaning is "un poco" as "enough"
e.g. I have a little time to finish the project. Tengo un poco de tiempo para terminar el proyecto
Few is used with countable nouns, the meaning is "pocos" as not enough
I have received few orders this month. He recibido pocos pedidos este mes (connotacin negativa)
A Few is used with countable nouns the meaning is "unos cuantos"
I have received a few orders this month. He recibido unos cuantos pedidos este mes (connotacin positiva)
C. Aditional Services / otros servicios
These are the services that differentiate our company from the rest of the com-petitors, some of them are:
Guarantee. Garanta
After- Sales service. Servicio post venta
Delivery conditions. Condiciones de envo e.g. free delivery, express delivery. Financiation. Financiacin (e.g.
monthly payment)
Technical service. Servicio tcnico.
Free setting. Montaje/ instalacin gratuita
e.g We offer a two year guarantee in all our products.
Free delivery for orders over $100
Our Technical service is available 24 hours a day, 7 days a week.
Free setting is included in all our products.
D. Methods of payment / modos de pago
Aqu tenemos las formas de pago ms utilizadas:
ChequeCheque
Cash-efectivo
Notes-billetes
Coins-monedas
Travellers cheque-cheque de viaje
Credit card-tarjeta de crdito
Bank transference-transferencia
A continuacin vemos los trminos y las expresiones ms comunes para hablar de trminos y condiciones de pago.
- Payment Terms. Trminos de pago
- Prepayment. Pago por adelantado.
- Quotation. Presupuesto (Informacin del coste del servicio)
- Pay (or cash) in advance. Pago por adelantado
- Downpayment. Anticipo
- Cash on delivery (COD). Pago contra reembolso (a la entrega)
- 30/60 days after invoicing. Pago a 30/60 dias fecha.
- Pay in instalments. Pago a plazos
- Receipt. Recibo o ticket. No confundir con "ticket" en ingles que significa "entrada" (de cine, museo, etc)
- Interest-Free Financing. Financiacin sin intereses
- To settle a Bill. Emitir una factura (tambin llamada "invoice")
- To take a deposit. Tomar una cantidad de dinero por adelantado para efectuar la reserva .
- Final payment. El pago de la cantidad restante despus del depsito.
Useful expressions:
- How much is it/ How much is that? Cunto cuesta?
- How would you like to pay Cmo le gustara pagar?
- Do you accept credit cards? Aceptan tarjetas?
E. After sale services / servicio postventa
What is the after sale service? It is the process of contacting the cus-tomer after the sale. Useful for feedback, to offer
further products, to build the relationship & for personal evaluation.
Hay algunos servicios que deben ser realizados despus de la venta, como por ejemplo:
- Invoices and confirmations. Facturas y confirmaciones.
- Further information about the product or service. Informacin adicional que el cliente pueda necesitar sobre el
servicio una vez contratado. (technical service)
- Changes and amendments. Cambios y enmiendas
- Evaluation of the customer satisfaction. Evaluacin de la satisfaccin del cliente.
- Promotions and offer. Promociones y ofertas para fidelizar a los clien-tes.

Practice. Match each of these sentences with one of the after sale service mentioned above.

1. We will offer you a special discount for your next purchase

2. We are calling you to know your satisfaction with the product you have purchased from us.

3. Do not hesitate to contact our technical department if you need any help with the use of the product.

4. You have 30 days to change the product if you are not completely satis-fied with it.

5. Your bill will be sent by the end of the month.

Answers

1. Promotion and offers

2. Evaluation of the customer satisfaction.

3. Technical service

4. Changes

5. Invoices and confirmations.

Conclusiones, despedida y cierre de las presentaciones comerciales

El cierre se define como finalizar, terminar. En venta nos referimos al proceso de hacer que el cliente decida si
realiza la compra o no. El cierre es una progresin natural de dirigir las ideas expuestas a una conclusin concreta.

Lee el siguiente texto, muy sencillo, en ingls, para irte familiarizando con el vocabulario y expresiones sobre este
tema:

When To Close / cundo cerrar

Since the close is the process of helping your customer make a decision, you should keep in mind that everything
you say during the approach and the demonstration is directed toward closing the sale. You begin closing the sale
when you first meet your customer. From the very beginning, all of your talking, thinking, and action is directed toward
closing. Remember, the ABC's of selling are extremely vital to your success. ALWAYS BE CLOSING.

The Greatest Close / el mejor cierre

As was mentioned earlier, the very best close is a really enthusiastic and excellent presentation. By creating an
excitement and desire for your product through an enthusiastic and excellent presentation, a "yes" in the final close is
almost assured. One of your purposes for closing is to help fulfill needs, problems, and desires that were established
during your demonstration. Something to keep in mind is that many times you have more knowledge than your
customer about how your product will fill their needs, problems, and desires. Therefore, it is important that you use
your tools of salesmanship to show them how the product you're showing will fill their needs, solve their problems,
and fulfill their desires.

Remember: The greatest close ever is an enthusiastic, emotional packed, fantastic presentation!

Why Close? / por qu cerrar?

A basic human instinct is one that we are all aware of and that is to "put off `till tomorrow." One of the biggest
problems people have is making decisions, and because of that, many things that could be accomplished never are.
Another basic human instinct is that people FEAR making the wrong decision. Because of this FEAR of making the
wrong decision, people will put off making any decision. Many times your dealer will want to order the product you're
showing but because of his past habit of not making decisions, he will hesitate to make one at the end of your
demonstration. It is very important that your customers make a decision--whether it be a yes or a no--so that you can
react to that decision and close again or move on if necessary.

How To Close / Cmo cerrar

The how of closing involves several specific steps. Among these are the trial closes, the use of third person selling,
attitude, and knowing your "close questions."


Trial Close / cierres parciales

It is much easier for the dealer to make decisions on minor points. That is the purpose of the trial close questions.
The dealer makes a series of smaller decisions rather than being confronted by one large decision. Trial close
questions give you an indication of whether the dealer is interested in ordering or stocking the products or not--it tells
you the dealers temperature.

Examples

- Can you see how having graphical tools built directly into the word processor could make a "finished" newsletter
easy? It could, couldn't it.

- Wouldn't this product make a great add in with your Pentium computers?
Can you see how this version of Windows could make un-deleting easier. It could, couldn't it?

- Can you see how Franklin DayPlanner users would love this PIM? Can you see how it would help you become more
effective?

- If you had this contact management software, wouldn't it help you keep better track of your clients?

- Can you see how this program would automate your regular backups? It would, wouldn't it.

- Wouldn't it be nice to fax right from windows? Wouldn't you like to use this yourself?

2.2. Redaccin y documentacin complementaria para reforzar los argumentos
de la presentacin
Llaboracln de gulones para la presenLacln de empresas, producLos y/o servlclos en ferlas, vlslLas y carLas

Colden rule / regla de oro
Puman aLLenLlon ls very llmlLed. uon'L cram Loo much lnformaLlon, elLher ln each sllde, or ln Lhe whole Lalk. Avold deLalls: Lhey
won'L be remembered anyway.
CrganlzaLlon / organlzacln
- Pave a very clear lnLroducLlon, Lo moLlvaLe whaL you do and Lo presenL Lhe problem you wanL Lo solve. 1he lnLroducLlon ls noL
Lechnlcal ln naLure, buL sLraLeglc (l.e. why Lhls problem, blg ldea).
- lf you have a companlon paper, menLlon lL durlng Lhe Lalk and recommend lL for more deLalls. uon'L puL all Lhe deLalls ln Lhe
Lalk. resenL only Lhe lmporLanL ones.
- use only one ldea per sllde.
- Pave a good concluslons sllde: puL Lhere Lhe maln ldeas, Lhe ones you really wanL people Lo remember. use only one
"concluslons" sllde.
- 1he concluslon sllde should be Lhe lasL one. uo noL puL oLher slldes afLer concluslons, as Lhls wlll weaken Lhelr lmpacL.
- Pavlng perlodlc "Lalk ouLllne" slldes (Lo show where you are ln Lhe Lalk) helps, especlally for longer Lalks. AL leasL one "Lalk
ouLllne" sllde ls very useful, usually afLer Lhe lnLroducLlon.
- uon'L counL on Lhe audlence Lo remember any deLall from one sllde Lo anoLher (llke color-codlng, appllcaLlons you measure,
eLc.). lf you need lL remembered, re-sLaLe Lhe lnformaLlon a second Llme.
- Lspeclally lf you have Lo presenL many dlfferenL Lhlngs, Lry Lo bulld a unlfylng Lhread. 1he Lalk should be sequenLlal ln naLure
(l.e. no blg concepLual leaps from one sllde Lo Lhe nexL).
- 1ry Lo cuL ouL as much as posslble, less ls beLLer.
- Pelp Lhe audlence undersLand where you are golng. CfLen lL's besL Lo glve Lhem a hlgh-level overvlew flrsL, and Lhen plunge
lnLo Lhe deLalls, Lhen, whlle llsLenlng Lo Lhe deLalls Lhey can relaLe Lo Lhe hlgh-level plcLure and undersLand where you are. 1hls
also helps Lhem save lmporLanL braln power for laLer parLs of Lhe Lalk whlch may be more lmporLanL.
Mechanlcs / desarrollo
- use a good presenLaLlon-bulldlng Lool, llke MS owerolnL. Avold LaLex, excepL for slldes wlLh formulas (Leslle LamporL
hlmself says LhaL slldes are vlsual, whlle LaLex ls meanL Lo be loglcal). Cood looks are lmporLanL. lf you need formulas, Lry
1exolnL, Ceorge necula's LaLex for owerpolnL.
- Pumor ls very useful, prepare a couple of puns and [okes beforehand (buL noL eplc [okes, whlch requlre compllcaLed seLup).
Powever, lf you're noL good wlLh [okes, beLLer avold Lhem alLogeLher. lmprovlslng humor ls very dangerous.
- 1he more you rehearse Lhe Lalk, Lhe beLLer lL wlll be. A rehearsal ls mosL useful when carrled ouL loud. 3 rehearsals ls a
mlnlmum for an lmporLanL Lalk.
- 1he more people crlLlclze your Lalk (durlng pracLlce), Lhe beLLer lL wlll be, pay aLLenLlon Lo crlLlclsm, noL necessarlly Lo all
suggesLlons, buL Lry Lo see whaL and why people mlsundersLood your ldeas.
- noL everyLhlng has Lo be wrlLLen down, speech can and should complemenL Lhe lnformaLlon on Lhe slldes.
- 8e enLhuslasLlc.
- AcL your Lalk: explaln, ask rheLorlcal quesLlons, acL surprlsed, eLc.
- Clve people Llme Lo Lhlnk abouL Lhe lmporLanL facLs by slowlng down, or even sLopplng for a momenL.
- uo noL go overLlme under any clrcumsLance.
- LlsLen Lo Lhe quesLlons very carefully, many speakers answer dlfferenL quesLlons Lhan Lhe ones asked.
- uo noL LreaL your audlence as menLally-lmpalred: do noL explaln Lhe compleLely obvlous Lhlngs.
!"#$ & $"#$'
- Slldes should have shorL LlLles. A long LlLle shows someLhlng ls wrong.
- use unlform caplLallzaLlon rules.
- All Lhe LexL on one sllde should have Lhe same sLrucLure (e.g. compleLe phrases, ldea only, eLc.).
- uL very llLLle LexL on a sllde, avold LexL compleLely lf you can. uL no more Lhan one ldea per sllde (l.e. all bulleLs should refer
Lo Lhe same Lhlng). lf you have loLs of LexL, people wlll read lL fasLer Lhan you Lalk, and wlll noL pay aLLenLlon Lo whaL you say.
- uon'L use small fonLs.
- use very few formulas (one per presenLaLlon). 1he same goes for program code (aL mosL one code fragmenL per
presenLaLlon).
- uo noL puL useless graphlcs on each sllde: logos, grlds, afflllaLlons, eLc.
- Spell-check. A spelllng mlsLake ls an aLLenLlon magneL.
())*+$,-$.'/+ & .)*+$,-0.'/"+
- use suggesLlve graphlcal lllusLraLlons as much as posslble. uon'L shun graphlcal meLaphors. refer an lmage Lo LexL. ln my
presenLaLlons l Lry Lo have 80 of Lhe slldes wlLh lmages.
- uo noL puL ln Lhe flgures deLalls you wlll noL menLlon expllclLly. 1he flgures should be as schemaLlc as posslble (l.e. no overload
of feaLures).
- uo noL "wasLe" lnformaLlon by uslng unnecessary colors. Lach dlfferenL color should slgnlfy someLhlng dlfferenL, and
someLhlng lmporLanL. Color-code your lnformaLlon lf you can, buL don'L use Loo many dlfferenL colors. Pave hlgh-conLrasL
colors.
- A few real phoLos relaLed Lo your sub[ecL look very cool (e.g. real sysLem, hardware, screen-shoLs, auLomaLlcally generaLed
flgures, eLc.). 8eal phoLos are much more effecLlve durlng Lhe core of Lhe Lalk Lhan durlng Lhe lnLro. l haLe Lalks wlLh a nlce
plcLure durlng Lhe lnLroducLlon and nexL only LexL, Lhey open your appeLlLe and Lhen leave you hungry.
- lor some sLrange reason, recLangles wlLh shadows seem Lo look much beLLer Lhan wlLhouL (especlally lf Lhere are [usL a few ln
Lhe flgure).
- SomeLlmes a maLLe pasLel background looks much beLLer Lhan a whlLe one.
- LxplolL anlmaLlon wlLh resLralnL. uo noL use fancy anlmaLlon effecLs lf noL necessary.
- Powever, Lhere are places where anlmaLlon ls exLremely valuable, e.g., Lo deplcL Lhe evoluLlon of a complex sysLem, or Lo
lnLroduce relaLed ldeas one by one.
- use sLrong colors for lmporLanL sLuff, pasLel colors for Lhe unlmporLanL.
- Lncode lnformaLlon cleverly: e.g. make arrow wldLhs showlng flows proporLlonal Lo Lhe flow capaclLy.
- use Lhlck llnes ln drawlngs (e.g. 1 1/2 polnLs or more).
1"+*)$+ & 0'/0)*+.'/"+
- uon'L puL useless lnformaLlon ln resulL graphs (e.g. Lhe 100 bar for each appllcaLlon).
- Label very clearly Lhe axes of Lhe graphs. Lxplaln Lhe un-obvlous ones. use large fonLs for labels, Lhe defaulL fonLs ln Lxcel are
Loo small.
- ulscuss Lhe resulLs numbers ln deLall, "mllk" Lhem as much as posslble.

2.3. Simulacin de presentaciones comerciales orales en ingls
Contrastes de registros formales e informales y frmulas habituales
Suggested phrases for informal presentations / frases para presentaciones informales
Introducing yourself / presentarse
- As (a few of/ some of/ many of/ most of/ almost all of) you know, Im! and!
- For those of you who dont know me already,!
- I should probably start by introducing myself. I!
- I think most of you know me, but Ill introduce myself anyway.
Explaining your aim / explicar el objetivo
- By the end of my presentation, I want to show you that!
- I aim to prove to you that/ change your mind about!
- The purpose/ aim of todays presentation is!
- My purpose in presenting this to you is!
Checking visuals and sound / comprobar el sonido y la visibilidad
- Can everyone hear me?
- Can you see at the back?
- Is the microphone working?
- Please let me know if you cant see or hear.
Giving a hook / hacer preguntas al pblico
- Did you know that!?
- Have you ever wondered!?
- I think this is an important/ interesting topic because!
- There is a famous joke on this topic which goes!
Showing awareness of the audience/ conectar con el pblico
- I can see some familiar faces today.
- Its nice to see so many familiar faces.
- Its nice to see so many young people today.
- Im sure you are all still tired from lunch, so!
Ending / finalizar
- Giving further information
- Here is a link for access to todays PowerPoint slides.
- Here is a list of possible further reading on the topic.
- You can read more about it via the links on this last slide.
- There is a list of original sources on the last page.
Stating a conclusion / establecer una conclusin
- I think all this proves that!
- In conclusion,!
- It is quite difficult to draw conclusions, but!
- The conclusion I would draw from that would be!
- What conclusions can we draw from all the information we have seen today? Well,!
Suggested phrases for formal presentations / frases para una presentacin formal
Greeting / saludos
- Hi/ Hello/ Good morning/ afternoon/ evening (everyone/ ladies and gentlemen/ guys)
- NOT Good night/ Hiya/ Hows it going?/ Whats up? PROBABLY NOT How are you?
Thanking/ Welcoming / dar la bienvenida
- Welcome to!
- First of all, Id like to thank everyone/ you all for coming (to!)
- Thanks for coming (to!)/ attending (!)
- Let me begin by welcoming you (all) (to!)/ First, Id like to (warmly) welcome you (to!)
- On behalf of! may I welcome you to!
- Its a pleasure to welcome you (to!)
- Its good to see you (all) here (today).
- Thank you for finding the time to come and join me for this presentation.
- NOT Thank you for your coming/ for listening./ for your kind attention.
Giving your name / presentarse
- I think most of you know me, but Ill introduce myself anyway.
- As (a few of/ some of/ many of/ most of/ almost all of) you know, Im!
- First of all, Id like to introduce myself/ let me introduce myself!/
- I should probably start by introducing myself!
- For those of you who dont know me already,!
Giving background information about yourself connected to your presentation / relacionarse uno mismo con el
contenido de la presentacin
- I should probably first tell you that!
- To give you some background information,!
- To explain why I chose this topic,!
- Before I start, I should probably explain that!
Outlining the presentation / resumir o presentar la charla
- Ill start/ begin/ commence with/ by!
- Ive divided my presentation into! parts/ My presentation is divided into...parts.
- In my presentation, Ill focus on three main!
- First, well look at... then well move on to! and finally well focus on!
- Secondly/ In the second part of my presentation,!
- (And) then/ After that/ The next stage will be to!
- To finish up/ Finally/ Ill end with/ The last stage will be to!
- !well focus on/ look at/ examine!/ ! Ill talk about/ present/ explain!
- My presentation will last/ Im going to speak for approximately/ about!
- NOT At first/ At last/ In the end
- Moving on to the next topic
- Moving onto the next/ second/ last part of my presentation,!
- That leads us on nicely to the next point I want to deal with, which is!
- If everyone is clear on that point, Ill move onto the next!
Referring to earlier parts of the presentation/ Summarising/ Paraphrasing / hacer referencia a otras cosas
- As I mentioned earlier,!/ said in my introduction,!
- To try to state the same point in an easier to remember way,!
- Lets look at!again!.
- ! I mean to say!/ !, meaning!/ ! that is!
- Basically, what Im trying to say is!

3. NEGOCIACIN DE OPERACIONES DE COMERCIO INTERNACIONAL EN INGLS
3.1. Estructuras lingsticas y lxico habitual en procesos de negociacin del
comercio internacional.
Welcoming / Relationship building / dar la bienvenida
I would like to welcome you to ! .
On behalf of ... I would like to welcome you to ...
It's my pleasure to welcome you to ...
How was your flight?
Would you like something to drink?
Suggesting a procedure / sugerir un procedimiento
I would like now to begin by suggesting the following procedure / agenda.
To start with, I think we should establish the overall procedure.
Does that seem acceptable to you?
Is there anything you'd like to change?
Is this okay with you?
Proposing / hacer una propuesta
Our basic position is ...
There are several options !
We propose / suggest !
Regarding your proposal, our position is ...
Would it be possible !
How do you feel about !
Do you think you could consider !
Responding to suggestions / responder a las sugerencias
As far as your proposal is concerned, we think that ...
May we offer an alternative? We propose that ...
We'd like to make an alternative proposal. We propose that ...
From where we stand, a better solution might be ...
Considering that I would like to suggest !
Now that you mentioned it !
Agreeing / mostrar acuerdo
I agree with you on that point.
That's a fair suggestion.
You have a strong point there.
I think we can both agree that...
I don't see any problem with/harm in that.
Objecting / objetar
I understand where you're coming from; however,...
If you look at it from my point of view...
I'm afraid I had something different in mind.
That's not exactly how I look at it.
From my perspective...
I'd have to disagree with you there.
I'm afraid that doesn't work for me.
Reasoning / mostrar razonamientos
This is because !
The reason for that is !
! is essential and vital for our customers.
We have to / must have !
This is a must!
Money is all-important!
Reassuring / reafirmar
Let me reassure you that ...
I can promise you that ...
Have no doubts that we will ...
Giving a hint / centrar la atencin en algo
Our main concern is !
It is vital / crucial that !
Our intention is !
We might like to !
I am willing to accept ! if !
It would be an alternative to !
We can trade this against !
There a few things we can compromise !
Clarifying / clarificar
! is correct, isnt it?
Is it alright with you, if !
It seems that !
Do you suggest !
Are you suggesting that !
Do you mean !
Does it mean !
If I understood you correctly !
What exactly do you mean by ! ?
I'm not sure I fully understand your point.
What do you mean by !
Could you clarify one point for me?
Would you like to elaborate on that?
Could you be more specific?
So what you're saying is that you...
In other words, you feel that...
Let me make sure I understand what youre saying.
Is that an accurate summary of where you stand?
Would you say that is a fair representation of your position?
Can we summarize your position up to this point?
Identifying obstacles / identificar problemas
The main thing that bothers us is ...
One big problem we have is ...
The main obstacle to progress at the moment seems to be ...
Let's take a closer look at this problem.
What exactly is the underlying problem here?
I would like to analyze this situation and get to the bottom of the problem.
Compromising / expresar compromiso
How flexible can you be on that?
Im ready to sign that if you can ! .
In return for this, would you be willing to ...?
May we offer an alternative?
We are ready to accept your offer; however, there would be one condition.
We feel there has to be a trade-off here.
We would be willing to ..., provided, of course, that ...
We'd be prepared to .... However, there would be one condition.
What do you think is a fair way to resolve the situation?
Would you be willing to accept a compromise?
Delaying / posponer algo
We would have to study this. Can we get back to you on this later?
We'll have to consult with our colleagues back in the office. We'd like to get back to you on it.
We'll have to get back to you on it.
I dont have the authority to make that decision by myself.
Refusing a proposal / rechazar una propuesta
I am afraid we couldnt agree to that.
Im sorry, we cant accept that.
I'm afraid your offer doesn't go far enough.
I'm sorry, but we must respectfully decline your offer.
No, thats out of question.
No. I am not interested.
That would be very difficult for us because ! .
Thats not really a viable option for us.
Thats totally unacceptable.
Unfortunately, we must decline your offer for the following reasons.
Accepting a proposal / aceptar una propuesta
We are happy to accept this agreement.
This agreement is acceptable to us.
I believe we have an agreement.
We are happy to accept this agreement.
Im all in favor of that.
I think we have a deal.
I think we will have to agree to
We can only agree with you there.
I have to admit that youre right.
I am willing to work with that.
Thats a deal!
It sounds like an alternative / option / possibility !
That sounds reasonable.
Closing / summarizing / cerrar y resumir
Can we review what we have agreed on so far?
Now, lets just take a moment to review what weve discussed.
So, what weve finally decided on is ! .
Let's make sure we agree on these figures (dates / etc.).
Can we check these points one last time?
Let's just confirm the details, then.
Final greetings / despedidas
It has been a pleasure doing business with you.
We look forward to cooperating with you again.
3.2. Interaccin entre las partes de una negociacin comercial
Podramos encontrarnos en una situacin de negociacin si tenemos que pedir un aumento de sueldo o un ascenso,
o con el objetivo de obtener el mejor acuerdo posible de sus proveedores. El resultado ideal es cuando podemos
darle a la otra parte lo que necesita y esta nos puede dar a nosotros lo que necesitamos. A veces, una persona
necesita llegar a un acuerdo y probablemente tratar de negociar algo a cambio. Lo importante es que ambas partes
se sientan contentas con el resultado final: un "ganar-ganar", todos ganan.
Aunque algunas negociaciones son ms "importantes" que otras, hay algunas frases tiles que se pueden utilizar en
las diferentes etapas de la negociacin para dejar su postura clara y para asegurarse de que la otra parte est de
acuerdo con usted.
Preparation for the negotiation / preparacin para la negociacin
Be prepared! Think about your goals (as well as those of the opposing party) to make sure you are clear about what
you want. What can you trade with the other party? Do you have any alternatives that are acceptable to you? If you
can also work out possible solutions, then it is easier to find an acceptable outcome. Finally, you should be clear
about your "bottom line": the point at which you can offer no more. In rare cases you may even have to be prepared
to walk away from the negotiation if you reach a stalemate: a position from which it is impossible to negotiate any
more.
Starting and outlining your position / comenzar y dejar clara nuestra posicin
I'd like to begin by saying!
I'd like to outline our aims and objectives.
There are two main areas that we'd like to concentrate on / discuss.
Agreeing / mostrar acuerdo
We agree.
This is a fair suggestion.
You have a good point.
I can't see any problem with that.
Provided / As long as you!.. we will!.
Disagreeing / mostrar desacuerdo
I'm afraid that's not acceptable to us.
I'm afraid we can't agree with you there.
Can I just pick you up on a point you made earlier.
I understand where you're coming from / your position, but!
We're prepared to compromise, but!
If you look at it from our point of view,!
As we see it!
That's not exactly as we see it.
Is that your best offer?
Summarising / resumir
Can we summarise what we've agreed so far?
Let's look at the points we agree on.
So the next step is!
Language points / detalles del lenguaje
During a negotiation, you're likely to hear "if" sentences, as the negotiation moves from the stage of exploring issues
to the stage of making a deal.
If you increased the order size, we could / would reduce the price. (2nd conditional exploring the issue)
So, we'll reduce the price by 5% if you increase the order by 5%. (1st conditional making a deal)
You might also hear "unless" (=if not), "as long as" and "provided (that)" instead of if:
As long as you increase your order, we can give you a greater discount.
Unless you increase your order, we won't be able to give you a bigger discount.
Provided you increase your order, we can give you a bigger discount.

3.3. Solicitud de concesiones, reclamaciones y formulacin de expresiones en
situaciones de negociacin.
Mostrar duda, acuerdo y desacuerdo
Agreement
There is no doubt about it that...
I completely / absolutely agree with you.
I agree with you entirely.
I totally agree with you.
I simply must agree with that.
I am of the same opinion.
I am of the same opinion.
Thats exactly what I think.
Disagreement
I don't agree with you.
Im sorry, but I disagree.
I'm afraid, I can't agree with you.
The problem is that...
I (very much) doubt whether...
This is in complete contradiction to...
With all due respect,!
I am of a different opinion because ...
I cannot share this / that / the view.
I cannot agree with this idea.
What I object to is...
I have my own thoughts about that.
Contradecir en parte
Partial agreement
It is only partly true that...
Thats true, but!
I can agree with that only with reservations.
That seems obvious, but...
That is not necessarily so.
It is not as simple as it seems.
I agree with you in principle, but!
I agree with you in part, but!
Well, you could be right.
Clarificar las opiniones y reformular
Does anything I have suggested / proposed seem unclear to you?
I'd like to clarify our position.
What do you mean exactly when you say!.
Could you clarify your last point for me?
[video]

3.4. Frmulas de persuasin en una negociacin internacional.
Lee el siguiente texto, muy sencillo, en ingls, para irte familiarizando con el vocabulario y expresiones sobre este
tema:

Focus on the needs of the other party (centrarse en las necesidades de la otra parte). Take time to listen to them
carefully and find out about their interests and expectations. This shows that you are really interested in them and
they are then more likely to trust and respect you. It will also make it easier for you to outline the benefits of your
proposal in terms they understand.

Argue your case with logic (argumenta tu postura de forma lgica). Do careful research on your ideas and those of
your competitors (if there are any) and make sure that any claims you make can be verified.

The more hesitant language (forma de hablar insegura) you use such as "isn't it", "you know", "um mm" and "I mean"
the less people are likely to believe your argument.

Use positive rather than negative language (use un lenguaje positivo): instead of saying "You're wrong about this",
say "That's true, however ...", "That's an excellent idea, but if we look more deeply ....." or "I agree with what you say
but have you considered ....".

Subtly compliment the other party(elogie discretamente a la otra parte). For example: "I see that you've done some
really excellent research into this". Even though they may realise this is being done, evidence shows that they will still
warm to you and be more open to your proposals.

Mirroring the other person's mannerisms, e.g. hand and body movements (trata de imitar la forma de moverse de la
otra persona). A study at INSEAD Business School found that 67% of sellers who used mirroring achieved a sale
compared to 12% who did not. People you mirror subconsciously feel more empathy with you. However, it can be
very embarrassing if the other person detects conscious mirroring so it must be very subtle. You need to leave a
delay of between two and four seconds before the mirroring action. See our body language quiz for more on this.

Try to remember the names of everyone you meet (trata de recordar los nombres de tus interlocutores). It shows that
you are treating them as an individual.

3.5. Simulacin de procesos de negociacin de exportaciones e importaciones
de productos.
Contrastes de registros formales e informales y frmulas habituales
Vamos a ver a continuacin algunas de las diferencias principales entre la comunicacin formal e informal en
documentaciones comerciales en ingls
Differences between formal and informal English / diferencias entre ingls formal e informal
Existen varias formas para diferencial el lenguaje formal y el informal en in-gls en el contexto de la atencin a
clientes, entre ellas podemos encontrar las siguientes:
- Use of passive (formal) or active (informal) / uso de la pasiva
I'll send you all the documents.
All the documents will be sent by the next week.
- Personal Form / forma personal
If you need any help don't hesitate to contact us (Informal)
Any help you may need don't hesitate to contact us (formal)
- Some expressions /algunas expresiones
Please contact us as soon as possible (informal)
Please contact us immediately (formal)
- Linking words / palabras de unin
Furthermore, in addition to (formal) /Also, and, as well as, besides (informal)
Although, however, nevertheless, whereas (formal)/ but, or, so, on the other hand (informal)
Regarding, with reference to (formal)/ since, so (informal)
Accordingly, consequently, therefore (formal)/ anyway, because, because of (informal)
Firstly, finally, in the first place, secondly, (formal)/ after, and, and then, first, last, second, then (informal)
- Modal verbs /verbos modales
If you need any help please call us (informal)
Should you require any help, please call us. (formal)
- Use of singular and plural / uso de singular y plural
I can help you to solve this problem (informal)
We can assist in the resolution of this matter. (formal)
Formal Style in business documents / estilo formal en documentos comerciales
Some useful structures are those beginning by modal verbs:
$ Could
$ May
$ Would
Son palabras similares, se pueden traducir como podra o le importara
Useful vocabulary and expressions / vocabulario y expresiones
- Could you please send the quotation by email? Podra enviar el presupuesto por email?
- May I ask for a trade discount? Podra solicitar un descuento comercial?
- Would you mind sending the goods as soon as possible? Le importara enviar la mercanca tan pronto como sea
posible?
- Would you kindly send the invoice by fax? Sera tan amable de enviar la factura por fax?
- Would it be possible to have the consignment delivered in our head office? Sera posible que nos sirvieran la
mercanca en nuestra oficina central?
- Could you please inform us about your terms of trade? Nos podra informar acerca de sus condiciones de
compra?
Informal language in business documents / lenguaje informal en documentos de negocios
We use direct questions:
- Can you send me your new catalogue? Me puedes enviar el Nuevo catlogo?
- Does your company offer any trade discount? Tu empresa ofrece algn descuento comercial?
- When will we receive the consignment? Cuando recibiremos la mer-canca?
Practice. Find for a more formal way to express the sentences above
Possible Answer:
Would you please send us your new catalogue?
We would be grateful if you could offer us a trade discount?
Could you please inform us about the delivery date?
Synonyms / sinnimos
Es esencial el evitar la repeticin de trminos cuando estamos redactando una comunicacin, tanto formal como
informal. Aqu enumeramos una serie de trminos con sus sinnimos
Formal Informal
State Say
Request Ask For
Inform Tell
Promptly Quickly
Settle Pay
Puschase Buy
Approve Accept
Entonacin y puntuacin discursiva bsica
General aspects to present a product or service
Aspectos generales para presentar un servicio o producto
Tenemos que tener en cuenta los siguientes aspectos para lograr una presen-tacin exitosa de nuestro producto o
servicio.
- Functions: what is the use of the product and the necessities that it will fulfill
- Benefits: advantages that the customer will get if he uses your products, in relation to necessities and competence.
They have to be enumerated in a clear and understandable way
- Characteristics: Technical details about the product or service, duration, packaging...etc.
- Untouchable elements. They are everything that makes your product attractive: fashion, newness, exclusivity.
- Complements: added articles that make a difference to your product.
We should also adequate the presentation to the customer, attract his/her at-tention and listen to him/her to be aware
of their necessities.
Our presentation should be enthusiastic and reliable.
Examples of commercial situations with customers / ejemplos de situaciones comerciales con clientes
A. Presentation of a new product / presentacin de un nuevo producto
Good morning. My name is Peter Thomas and I represent ABC Ltd. I am here to show you the new products we have
just launched, that will make your work easy. This new product makes your work faster. It will help you to reduce
costs. It is the new product, the lasts product, the newest.
They have a lot of complements. Questions made by the customer
- How many years of guarantee does it have?
- Do you offer any commercial discount?
- When will you be able to deliver it?
- Do you accept returns/refunds?
- Can I get some samples?
- Can we see a demonstration?
Replies.
- Certainly/Sure/ Of course.
- What day will suit you?
- Would it be convenient on?
B. Presentation of services / presentacin de servicios
Services are untouchable, so we should emphasize the technical and personal characteristics of it. We can't show
customers any samples, we can't show how it works so, the focus should be in the customer service and the quality
of our service.
Example of a service presentation.
Good morning, we are here to present our Cleaning Company called "The cleaners". We are a new com-pany
operating in Madrid and we offer special prices and discounts to our customers..
- Enumerate benefits of your service.
- It will help you to save time
- It will help you to save money.
- We offer a fast and effective service.
As we have already seen it is important to present the customer the benefits that he or she will get by purchasing our
products or services and be prepared to answer all the questions the customer may ask.

4. CONTEXTO SOCIOPROFESIONAL DE LAS OPERACIONES COMERCIO
INTERNACIONAL
4.1. Contenidos socioculturales y sociolingsticos en entornos profesionales
internacionales.
Cuando estamos trabajando en el comercio global, el conocimiento del impacto que tienen las diferencias culturales
es una de las claves para el xito de nuestro negocio. Cualquiera que sea el sector en que se este operando,
financiero, tecnolgico o electrnico, las diferencias culturales van a afectar directamente en nosotros y en nuestros
niveles de beneficio empresarial. Mejorar la conciencia cultural ayuda a las empresas a desarrollar sus capacidades
internacionales.
Cuando los aspectos de cultura y comercio interactan, se desarrollan unas situaciones y escenarios de actuacin
muy interesantes ycomplicados. La globalizacin obliga cada vez a a las empresas a hacer estos esfuerzos y a
comprender cada vez la importancia de tener los aspectos culturales en cuenta a la hora de iniciar un negocio.
Algunos aspoectos importantes son:
Body Language / lenguaje corporal
Every nation has a separate culture; a part of which is reflected in the behavior and the body language of the people.
In an international business, understanding the undercurrents beneath the mannerisms or gestures become
necessary. There are chances that behavior might get misinterpreted by people from different cultures. Thus, it
requires a skilled coordinator to handle challenging situations during meetings.
Communication / comunicacin
The way of communicating could be different in different cultures. The terms used by some might sound harsh to
others. The way in which words are pronounced to impact the intercultural communication in the corporate houses. In
fact, it is one of the major hindrance in the process of business communication.
Time/ concepto temporal
People from Britain and Germany are keen on following the time-bound schedule. The different 'time-cultures' might
be the reason behind clashes, between people from diverse cultures.
The way in which the boardroom meetings are handled, is also a reason behind differences in opinions. Corporate
houses from western countries stick to the schedule during meetings. They get down to business in an outright
manner. Other cultures may differ in this aspect of business.
The marketing executives sent for international assignments, are bound to face problems in dealing with the
corporate cultures of that particular country. Understanding a foreign market and formulating the company policies to
cater to the need of international clients is a challenging job. Skilled professionals possessing the quality called
'empathy' are able to deliver the goods in such cases.
With today's businesses entering a 'globalized' world, the interaction between different cultures is bound to happen.
Merely learning different languages, won't be enough. It is necessary for corporate houses to understand the social
conditions of different countries, to successfully tap the respective markets. Being sensitive to the values and beliefs
of different cultures of the world, is necessary.
International businesses are not only a way of making profits by the exploitation of international talent, but also a
bridge between different nations of the world. Tomorrow's world will rely more on a symbiotic relationship between
international businesses and cultures as a whole.

4.2. Elementos significativos en las relaciones comerciales y profesionales.
La comunicacin es el proceso mediante el cual se puede transmitir informacin de una entidad a otra. Los procesos
de comunicacin son interacciones mediadas por signos entre al menos dos agentes que comparten un mismo
repertorio de signos y tienen unas reglas semiticas comunes.
Tradicionalmente, la comunicacin se ha definido como "el intercambio de sentimientos, opiniones, o cualquier otro
tipo de informacin mediante habla, escritura u otro tipo de seales". Todas las formas de comunicacin requieren
un emisor, un mensaje y un receptor destinado, pero el receptor no necesita estar presente ni consciente del intento
comunicativo por parte del emisor para que el acto de comunicacin se realice. En el proceso comunicativo, la
informacin es incluida por el emisor en un paquete y canalizada hacia el receptor a travs del medio. Una vez
recibido, el receptor decodifica el mensaje y proporciona una respuesta.
El funcionamiento de las sociedades humanas es posible gracias a la comunicacin. Esta consiste en el intercambio
de mensajes entre los individuos.
Desde un punto de vista tcnico se entiende por comunicacin el hecho que un determinado mensaje originado en el
punto A llegue a otro punto determinado B, distante del anterior en el espacio o en el tiempo. La comunicacin
implica la transmisin de una determinada informacin.
Communicator / persona que se comunica, emisor o rececptor (sender or encoder) is the one who initiates the
communication process. He may be an editor, a reporter, a filmmaker, a teacher, a writer, a speaker, a leader or
anybody who takes the initiative to start a dialogue. Before one speaks or writes, the message is conceptualized first
and then encoded. An effective communication depends on the communication skill, knowledge level, and attitude of
the communicator and how he desires to affect his receiver. An ability to think, to organize thoughts quickly and
express himself effectively are some of the attributes of a good communicator. Somebody who uses appropriate
words, sentences, tone, etc. may be called a good communicator. He does not fumble, does not look for words and
all that he says is accompanied by appropriate gestures and delivered at an acceptable pace. Another element,
which is mentioned here, is knowledge level. We must be able to find out the knowledge level of the persons on a
particular topic before we start the dialogue. Also, a person must never look down upon the people with whom he
communicates. He must never think that the receivers are inferior to him. The attitudes of a person should be mature
and the minimum respect due to the other person must be extended to him.
Encoding (codificacin) is the formulation of messages in the communicators mind, that is, the communicator not
only translates his purpose (ideas, thoughts or information) into a message but also decides on the medium to
communicate his planned message. He must choose the media (speaking, writing, signaling or gesturing) that the
receiver can comprehend well. For instance, an illiterate receiver will fail to understand a written message, but can
understand it well if told orally. A message is what a communicator actually produces for transmission using spoken
or written words, photographs, paintings, films, posters, etc. a great deal of skill and effort is required to formulate a
message, the meaning of which should be understandable to the receiver. Actually the purpose of communication is
to influence the receiver and get favorable responses so that appropriate decisions can be taken. The success of
communication, therefore, depends on what we say and how we say it. A message can enhance or distort effective
communication. For instance, in an interview your intention is to impress interviewer, but if you give answers whose
meaning is not clear, the interviewer may perceive that you are incompetent for the job.
A channel (canal) is the vehicle through which a message is carried from the communicator to the receiver. The
channels of communication are many-written, spoken, verbal, non-verbal, mass media like TV, radio, newspapers,
books, etc. choosing the appropriate channel, one most suitable for the message as well as the receiver, is a
complicated task. Success and failure of communication depends on the selection of the right channel. For example,
if you have prepared a campaign on National Integration what media would you choose to reach the intended
audience? And even after selecting the media you have to decide if it is feasible cost wise, taking into account the
number of people and the kind of people who will be exposed to your message, and certain other factors. Actually
your intention or desire would be to reach out to the maximum number of people but for efficient communication your
attempt should be to minimize time and cost in the total information exchange effort.
The receiver (receptor), at the other end of the communication, is the recipient of the message and must possess
the same orientation as the communicator. If the receiver does not have the ability to listen, to read, to think, he will
not be able to receive and decode the messages in the manner the communicator want him to. For effective
communication, the receiver is the most important link in the communication process.
Decoding (decodificacin) is the interpretation of the message by the receiver. Actually, the receiver looks for the
meaning in the message, which is common to both the receiver and the communicator.
Feedback (retroalimentacin) is the response or acknowledgement of receiver to the communicators message.
The exchange is possible only if the receiver responds. Even through fluttering eyelids, raising an eyebrow, making a
face, organizing a point and asking for explanation, the message is shaped and reshaped by the communicator and
the receiver until the meaning becomes clear. In this way both participants in communication interact and constantly
exchange roles. In face-to-face communication the receiver responds naturally, directly and immediately. This
provides the communicator an opportunity to improve and make his communication effective. Feedback, thus,
provides an opportunity to evaluate what is right or wrong about a particular communication. It helps to regulate the
conversation among two or more individuals and also stimulates and reinforces an idea that is desired to be
communicated.
Noise (ruido o interferencia) is an interruption that can creep in at any point of the communication process and
make it ineffective. Environment is one major cause that interferes with message reception: like noises from the
roadside, constant chattering of individuals outside the communication act, blaring loudspeaker, faulty transmission,
etc. noise can occur in other forms also; poor handwriting, heavy accent or soft speech, communication in a poorly lit
room, etc. in fact, these are barriers to effective communication. For smooth and effective communication, it is
necessary to eliminate or reduce noise as far as possible.
Frmulas de cortesa y tratamiento de uso frecuente
Telephone / al telfono
Make sure that when you cannot answer your phone that your recorded message is sincere and polite. Often it is in
the tone of the voice that can display courtesy. Apologizing for not being available when your caller needed to speak
to you is a show of courtesy. Stating when you will be back is another courtesy. Most important, returning a message
promptly is not only courteous but professional. When answering the phone, smile. It will show in your voice. Listen
completely to what your caller has to say before starting to speak. Make sure you ask for permission before putting
your caller on hold and wait for the caller to say it's okay. Never hang up without saying good-bye or giving notice that
you are ending the call, even if the caller is rude.
Email / por email
Emails go a long way in business communications. They also last a long time. They can become permanent records
of your words. With that knowledge, make sure when you are preparing an email that you read it aloud or otherwise
review it to make sure that you not only get your meaning across but that you get it across in a courteous way. Start
your emails with a professional salutation that greets your receiver or group of receivers by name (see References 3).
Keep in mind this email is not a casual note between friends. Use complete sentences and good grammar. Never
write an email when angry or in the mood to vent, as chances are an email sent under these conditions will be
missing the courtesies that could make your communication more effective (see References 2).
Letters / por carta
Often, it is acceptable to send a letter to convey a business communication. As with an email, be sure to have your
letter proofread for spelling and format and your grammar checked for correctness. Say thank-you when and where
needed. Make sure to close your letter with an appreciation for anticipated time spent by the receiver reading your
communication.
Face-to-Face / en persona
Often the most difficult form of business communication is delivered face-to-face. It is good practice to review in front
of a mirror what you plan to say. This will give you a good idea of how your facial expressions change with your
message. When visiting another country for business, it is not polite to force your culture on those with whom you are
there to do business (see References 1). Understanding cultural differences can help you be courteous when
communicating with those from countries where face-to-face courtesies are displayed differently than how you may
be accustomed.
Bulletin Boards / tablones de anuncios
Announcements posted on bulletin boards are common in many workplaces. This practice can sometimes result in
rude or crude displays of communication. When in charge of delivering a message to everyone at once, you should
strive be courteous to all. Use of slang or uncommon phrases may offend and detract from your intent. Make sure
your bulletin board announcement or newsletter is written with all the consideration given to other professional
business communications.


4.3. Diferenciacin de usos, convenciones y pautas de comportamiento segn
aspectos culturales de los interlocutores.

Formas africanas de negociacin
Muchos pases africanos tienen sistemas indgenas de resolucin de conflictos que han perdurado hasta el presente,
a veces absolutamente intactos y, a veces fragmentados por el cambio social rpido. Estos sistemas se basan en
enfoques particulares de negociacin basados en los lazos de parentesco y el respeto a los mayores, y a las
estructuras de la sociedad local en general. En Nigeria, por ejemplo, las personas se organizan en familias extensas
(NNU '), pueblo (idu' o obio), el linaje ('duk), y los grupos de linaje (iman).
La creencia en la capacidad continuada de los miembros ancianos de las familiar de incidir en la vida de la gente
mantiene el control social, por lo que surge la necesidad de contar con leyes o regulaciones formales mnimos. La
negociacin ocurre dentro de las redes sociales, a raz de los roles establecidos. Las mujeres en conflicto con los
esposos, por ejemplo, han de retractarse y disculparse, preparar una comida ritual que simboliza la restauracin de
la armona.
En el contexto nigeriano Ibibio, el objetivo de restablecer las redes sociales es primordial, y las diferencias
individuales se espera que se descarten en inters del grupo. Para garantizar que el progreso o un acuerdo en una
negociacin se conserva, las partes deben comprometerse a no invocar el poder de los ancestros para hechizar o
maldecir a los otros en el futuro. El objetivo de cualquier proceso, formal o informal, es producir un resultado positivo
sin un "residuo de amargura o resentimiento". Los ancianos tienen un poder considerable, y cuando intervienen en
un conflicto o una negociacin, sus palabras son respetadas. Esto se debe en parte a que algunos ancianos se cree
que tienen acceso a poderes sobrenaturales que pueden eliminar los escudos de proteccin de los dems y causar
desastres personales.
En otros contextos africanos, estas mismas relaciones y jerarquas tienen una gran importancia a la hora de
solucionar conflictos.
Estilo japons de negociacin
Hay una gran cantidad de material escrito sobre los enfoques de Japn hacia la negociacin, y las diferencias entre
extranjeros y japoneses. Hay algunos valores que tienden a influir en la comunicacin japonesa: centrarse en los
objetivos del grupo, la interdependencia y una orientacin jerrquica.
En las negociaciones, estos valores se manifiestan en la forma de considerar las necesidades del grupo sus metas y
en la deferencia a las personas de mayor estatus. Los negociadores japoneses son conocidos por su cortesa, su
nfasis en el establecimiento de las relaciones, y su uso indirecto del poder. La importancia que los japoneses
conceden al trato cara a cara es una de las razones por la que la cortesa es tan importante y se evita la
confrontacin. Ellos tienden a utilizar el poder de manera sutil e indirecta, dada tu su preferencia por la armona y la
calma.
En estudios comparativos, los negociadores japoneses se mostraban ms reacios a revelar informacin acerca de
ellos mismos y de sus objetivos que sus colegas franceses o americanos.
Los negociadores japoneses tienden a poner menos nfasis en el significado literal de las palabras utilizadas en la
negociacin y un mayor nfasis en las relaciones que se establecen antes del inicio de la negociacin. Tambin son
menos propensos que sus contrapartes extranjeras a ser directivos respecto al procedimiento.
Estilos Europeos de Negociacin
Los estilos europeos de negociacin varan segn la regin, la nacionalidad, el idioma, y muchos otros factores
contextuales. Un estudio encontr que los franceses son negociadores muy agresivos, utilizan amenazas,
advertencias e interrupciones para lograr sus objetivos. Negociadores alemanes y britnicos fueron calificados como
moderadamente agresivos en el mismo estudio.

Estilos latinoamericanos de Negociacin
Las expectativas de rol en la negociacin influye mucho en los contextos latinoamericanos. La responsabilidad por
los dems generalmente se considera ms importante que los horarios y la realizacin de tareas. Su enfoque de
negociacin se refiere a una orientacin policrnica del tiempo y los patrones de comunicacin mas comunitarios.
Lederach informa que un trmino comn para el conflicto en Centroamrica es enredo, que significa "enredados" o
"atrapado en una red."
Explica que en este sentido, enredo significa que el conflicto est incluido en una red ntima de las relaciones en
Guatemala y otros pases de Amrica Central. Por lo tanto, la negociacin se lleva a cabo dentro de las redes, las
relaciones se acentan y se evitan las rupturas abiertas.
En Amrica Central, la gente piensa y responde a los conflictos de manera integral. Ellos preferan un enfoque
integral del conflicto y la negociacin, en lugar de uno lineal y analtico. Cuando los centroamericanos necesitaban
ayuda con las negociaciones, tendan a mirar a los participantes internos en lugar de personas neutrales externas,
prefiriendo confianza de las relaciones establecidas. Ellos hacen referencia al concepto de confianza para explicar
estas preferencias. Confianza significa que "ellos nos conocen" y "los conocemos" y van a "velar por nuestros
intereses".




AMERICAN
NEGOTIATORS
JAPANESE
NEGOTIATORS
CHINESE (TAIWAN)
NEGOTIATORS
BRAZILIAN
NEGOTIATORS
Preparation and
planning skill
Dedication to job Persistence and determination Preparation and
planning skill
Thinking under
pressure
Perceive and exploit
power
Win respect and confidence Thinking under
pressure
Judgment and
intelligence
Win respect and
confidence
Preparation and planning skill Judgment and
intelligence
Verbal expressiveness Integrity Product knowledge Verbal expressiveness
Product knowledge Demonstrate listening
skill
Interesting Product knowledge
Perceive and exploit
power
Broad perspective Judgment and intelligence Perceive and exploit
power
Integrity Verbal expressiveness

Competitiveness


4.4. Giros y modismos adecuados al contexto del comercio internacional.
23 4""5 6.78& 9':; 1he hlghesL and lowesL prlces LhaL a sLock has Lraded aL durlng Lhe prevlous year. Many Lraders and
lnvesLors vlew Lhe 32-week hlgh or low as an lmporLanL facLor ln deLermlnlng a sLock's currenL value and predlcLlng fuLure prlce
<=$",>-,5"$ 1"?',$; A summary of how shares of an lnlLlal publlc offerlng (lC) performed afLer belng lnLroduced on Lhe
secondary markeL. AL mlnlmum, an afLermarkeL reporL wlll provlde Lhe company's name, lLs Llcker symbol, Lhe offer daLe, offer
prlce and closlng prlce. lnvesLors can Lhen see wheLher Lhe new sLock lncreased or decreased ln prlce on Lhe secondary markeL
compared Lo whaL lnvesLors pald on Lhe prlmary markeL. An afLermarkeL reporL mlghL also lnclude a company descrlpLlon, baslc
flnanclal daLa, baslc flnanclal raLlos and llnks Lo recenL news arLlcles abouL Lhe company.
<)) ', @'/"; A condlLlon used on a buy or sell order Lo lnsLrucL Lhe broker Lo flll Lhe order compleLely or noL aL all. lf Lhere ls
lnsufflclenL supply Lo meeL Lhe quanLlLy requesLed by Lhe order Lhen lL ls canceled aL Lhe close of Lhe markeL.
<>",.0-/ A$'05 B#08-/7" C<DBEF; 1he Lhlrd-largesL sock exchange by Lradlng volume ln Lhe unlLed SLaLes. ln 2008 lL was
acqulred by Lhe n?SL LuronexL and became Lhe n?SL Amex LqulLles ln 2009. 1he AMLx ls locaLed ln new ?ork ClLy and handles
abouL 10 of all securlLles Lraded ln Lhe u.S.
</-)G+$; A flnanclal professlonal who has experLlse ln evaluaLlng lnvesLmenLs and puLs LogeLher "buy", "sell" and "hold"
recommendaLlons for securlLles. Also known as a "flnanclal analysL" or a "securlLy analysL".
<,H.$,-7"; 1he slmulLaneous purchase and sale of an asseL ln order Lo proflL from a dlfference ln Lhe prlce. lL ls a Lrade LhaL
proflLs by explolLlng prlce dlfferences of ldenLlcal or slmllar flnanclal lnsLrumenLs, on dlfferenL markeLs or ln dlfferenL forms.
ArblLrage exlsLs as a resulL of markeL lnefflclencles, lL provldes a mechanlsm Lo ensure prlces do noL devlaLe subsLanLlally from
falr value for long perlods of Llme.
<+5; 1he prlce a seller ls wllllng Lo accepL for a securlLy, also known as Lhe offer prlce. Along wlLh Lhe prlce, Lhe ask quoLe wlll
generally also sLlpulaLe Lhe amounL of Lhe securlLy wllllng Lo be sold aL LhaL prlce. SomeLlmes called "Lhe ask."
<++.7/>"/$; 1he Lransfer of an lndlvldual's rlghLs or properLy Lo anoLher person or buslness.
A noLlce recelved by an opLlon wrlLer sLaLlng LhaL Lhe opLlon sold has been exerclsed by Lhe purchaser of Lhe opLlon.
<$ $8" D'/"G; A slLuaLlon where an opLlon's sLrlke prlce ls ldenLlcal Lo Lhe prlce of Lhe underlylng securlLy. 8oLh call and puL
opLlons wlll be slmulLaneously "aL Lhe money." lor example, lf x?Z sLock ls Lradlng aL 73, Lhen Lhe x?Z 73 call opLlon ls aL Lhe
money and so ls Lhe x?Z 73 puL opLlon. An aL-Lhe-money opLlon has no lnLrlnslc value, buL may sLlll have Llme value. CpLlons
Lradlng acLlvlLy Lends Lo be hlgh when opLlons are aL Lhe money.
I-+.+; 1he varlaLlon beLween Lhe spoL prlce of a dellverable commodlLy and Lhe relaLlve prlce of Lhe fuLures conLracL for Lhe
same acLual LhaL has Lhe shorLesL duraLlon unLll maLurlLy.
A securlLy's basls ls Lhe purchase prlce afLer commlsslons or oLher expenses. Also known as "cosL basls" or "Lax basls".
ln Lhe conLexL of l8As, basls ls Lhe afLer-Lax balance ln Lhe l8A, whlch orlglnaLes from nondeducLlble l8A conLrlbuLlons and
rollover of afLer-Lax amounLs. Larnlngs on Lhese amounLs are Lax-deferred, slmllar Lo earnlngs on deducLlble conLrlbuLlons and
rollover of preLax amounLs.
I"-,; An lnvesLor who belleves LhaL a parLlcular securlLy or markeL ls headed downward. 8ears aLLempL Lo proflL from a decllne
ln prlces. 8ears are generally pesslmlsLlc abouL Lhe sLaLe of a glven markeL.
I"-, J-)) A?,"-K; A Lype of opLlons sLraLegy used when a decllne ln Lhe prlce of Lhe underlylng asseL ls expecLed. lL ls achleved
by selllng call opLlons aL a speclflc sLrlke prlce whlle also buylng Lhe same number of calls, buL aL a hlgher sLrlke prlce. 1he
maxlmum proflL Lo be galned uslng Lhls sLraLegy ls equal Lo Lhe dlfference beLween Lhe prlce pald for Lhe long opLlon and Lhe
amounL collecLed on Lhe shorL opLlon.
I"-, L)-7; ls a sharp, sLrong volume decllne, several days of sldeways Lo hlgher prlce acLlon on much weaker volume followed
by a second, sharp decllne Lo new lows on sLrong volume.
I"-, M*$ A?,"-K; A Lype of opLlons sLraLegy used when an opLlon Lrader expecLs a decllne ln Lhe prlce of Lhe underlylng asseL.
8ear uL Spread ls achleved by purchaslng puL opLlons aL a speclflc sLrlke prlce whlle also selllng Lhe same number of puLs aL a
lower sLrlke prlce. 1he maxlmum proflL Lo be galned uslng Lhls sLraLegy ls equal Lo Lhe dlfference beLween Lhe Lwo sLrlke prlces,
mlnus Lhe neL cosL of Lhe opLlons.
I.K; An offer made by an lnvesLor, a Lrader or a dealer Lo buy a securlLy. 1he bld wlll sLlpulaLe boLh Lhe prlce aL whlch Lhe buyer
ls wllllng Lo purchase Lhe securlLy and Lhe quanLlLy Lo be purchased. 1he prlce aL whlch a markeL maker ls wllllng Lo buy a
securlLy. 1he markeL maker wlll also dlsplay an ask prlce, or Lhe amounL and prlce aL whlch lL ls wllllng Lo sell.
I./-,G N?$.'/+; A Lype of opLlon ln whlch Lhe payoff ls sLrucLured Lo be elLher a flxed amounL of compensaLlon lf Lhe opLlon
explres ln Lhe money, or noLhlng aL all lf Lhe opLlon explres ouL of Lhe money.
1hese Lypes of opLlons are dlfferenL from plaln vanllla opLlons. Also someLlmes referred Lo as "all-or-noLhlng opLlons" or "dlglLal
opLlons".
I)-05 A:-/ BO"/$; An evenL or occurrence LhaL devlaLes beyond whaL ls normally expecLed of a slLuaLlon and LhaL would be
exLremely dlfflculL Lo predlcL. 1hls Lerm was popularlzed by nasslm nlcholas 1aleb, a flnance professor and former Wall SLreeL
Lrader.
I'))./7", I-/K; A band ploLLed Lwo sLandard devlaLlons away from a slmple movlng average, developed by famous Lechnlcal
Lrader !ohn 8olllnger.
I''5 P-)*"; 1he value aL whlch an asseL ls carrled on a balance sheeL. 1o calculaLe, Lake Lhe cosL of an asseL mlnus Lhe
accumulaLed depreclaLlon. 1he neL asseL value of a company, calculaLed by LoLal asseLs mlnus lnLanglble asseLs (paLenLs,
goodwlll) and llablllLles. 1he lnlLlal ouLlay for an lnvesLmenL. 1hls number may be neL or gross of expenses such as Lradlng cosLs,
sales Laxes, servlce charges and so on. Also known as "neL book value (n8v)." ln Lhe u.k., book value ls known as "neL asseL
value."
I,"-5K':/; A prlce movemenL Lhrough an ldenLlfled level of supporL, whlch ls usually followed by heavy volume and sharp
decllnes. 1echnlcal Lraders wlll shorL sell Lhe underlylng asseL when Lhe prlce of Lhe securlLy breaks below a supporL level
because lL ls a clear lndlcaLlon LhaL Lhe bears are ln conLrol and LhaL addlLlonal selllng pressure ls llkely Lo follow.
I,"-5'*$; A prlce movemenL Lhrough an ldenLlfled level of supporL or reslsLance, whlch ls usually followed by heavy volume
and lncreased volaLlllLy. 1raders wlll buy Lhe underlylng asseL when Lhe prlce breaks above a level of reslsLance and sell when lL
breaks below supporL.
I,'5"/ 4./7 I*$$",=)G; 1he 8roken Wlng 8uLLerfly Spread, also known as a Sklp SLrlke 8uLLerfly Spread, ls neuLral opLlons
sLraLegy and ls a varlanL of Lhe 8uLLerfly Spread opLlons Lradlng sLraLegy. 1he 8roken Wlng 8uLLerfly Spread ls slmply a buLLerfly
spread wlLh rlsk lncllned Lo one slde. 1hls means LhaL raLher Lhan an equal rlsk when Lhe sLock breaks ouL Lo Lopslde or
downslde, Lhe 8roken Wlng 8uLLerfly Spread Lransfers all Lhe rlsk ln one dlrecLlon onLo Lhe oLher ln order Lo creaLe a opLlons
Lradlng rlsk proflle wlLh maxlmum loss when Lhe sLock goes elLher upwards or downwards and LoLally safe when Lhe sLock goes
ln Lhe proLecLed dlrecLlon.
I,'5",; An lndlvldual or flrm LhaL charges a fee or commlsslon for execuLlng buy and sell orders submlLLed by an lnvesLor. 1he
role of a flrm when lL acLs as an agenL for a cusLomer and charges Lhe cusLomer a commlsslon for lLs servlces.
I*)); An lnvesLor who Lhlnks Lhe markeL, a speclflc securlLy or an lndusLry wlll rlse. lnvesLors who Lakes a bull approach wlll
purchase securlLles under Lhe assumpLlon LhaL Lhey can be sold laLer aL a hlgher prlce.
I*)) J-)) A?,"-K; An opLlons sLraLegy LhaL lnvolves purchaslng call opLlons aL a speclflc sLrlke prlce whlle also selllng Lhe same
number of calls of Lhe same asseL and explraLlon daLe buL aL a hlgher sLrlke. A bull call spread ls used when a moderaLe rlse ln
Lhe prlce of Lhe underlylng asseL ls expecLed. 1he maxlmum proflL ln Lhls sLraLegy ls Lhe dlfference beLween Lhe sLrlke prlces of
Lhe long and shorL opLlons, less Lhe neL cosL of opLlons. MosL ofLen, bull call spreads are verLlcal spreads.
I*)) L)-7; 1he bull flag paLLern ls found wlLhln an upLrend ln a sLock. 1hls paLLern ls named for Lhe resemblance of a flag on a
pole. 1he bull flag ls a conLlnuaLlon paLLern paLLern whlch only sllghLly reLraces Lhe advance precedlng lL. 1he Lechnlcal buy ls
when prlce peneLraLes Lhe upper Lrend llne of Lhe flag area, ldeally on volume expanslon.
I*)) M*$ A?,"-K; A Lype of opLlons sLraLegy LhaL ls used when Lhe lnvesLor expecLs a moderaLe rlse ln Lhe prlce of Lhe underlylng
asseL. 1hls sLraLegy ls consLrucLed by purchaslng one puL opLlon whlle slmulLaneously selllng anoLher puL opLlon wlLh a hlgher
sLrlke prlce. 1he goal of Lhls sLraLegy ls reallzed when Lhe prlce of Lhe underlylng sLays above Lhe hlgher sLrlke prlce, whlch
causes Lhe shorL opLlon Lo explre worLhless, resulLlng ln Lhe Lrader keeplng Lhe premlum.
I*$$",=)G; A neuLral opLlon sLraLegy comblnlng bull and bear spreads. 8uLLerfly spreads use four opLlon conLracLs wlLh Lhe same
explraLlon buL Lhree dlfferenL sLrlke prlces Lo creaLe a range of prlces Lhe sLraLegy can proflL from. 1he Lrader sells Lwo opLlon
conLracLs aL Lhe mlddle sLrlke prlce and buys one opLlon conLracL aL a lower sLrlke prlce and one opLlon conLracL aL a hlgher
sLrlke prlce. 8oLh puLs and calls can be used for a buLLerfly spread.
J-)"/K-, A?,"-K; An opLlons or fuLures spread esLabllshed by slmulLaneously enLerlng a long and shorL poslLlon on Lhe same
underlylng asseL buL wlLh dlfferenL dellvery monLhs. SomeLlmes referred Lo as an lnLerdellvery, lnLramarkeL, Llme or horlzonLal
spread.
J-)); An opLlon conLracL glvlng Lhe owner Lhe rlghL (buL noL Lhe obllgaLlon) Lo buy a speclfled amounL of an underlylng securlLy
aL a speclfled prlce wlLhln a speclfled Llme.
J-/K)"+$.05; A prlce charL LhaL dlsplays Lhe hlgh, low, open, and close for a securlLy each day over a speclfled perlod of Llme.
J8.0-7' I'-,K N?$.'/+ B#08-/7" CJINBF; lounded ln 1973, Lhe C8CL ls an exchange LhaL focuses on opLlons conLracLs for
lndlvldual equlLles, lndexes and lnLeresL raLes. 1he C8CL ls Lhe world's largesL opLlons markeL. lL capLures a ma[orlLy of Lhe
opLlons Lraded. lL ls also a markeL leader ln developlng new flnanclal producLs and Lechnologlcal lnnovaLlon, parLlcularly wlLh
elecLronlc Lradlng. 1he C8CL ls also referred Lo as Lhe "See-bo".
J)"-,./7 6'*+"; An agency or separaLe corporaLlon of a fuLures exchange responslble for seLLllng Lradlng accounLs, clearlng
Lrades, collecLlng and malnLalnlng margln monles, regulaLlng dellvery and reporLlng Lradlng daLa.
Clearlng houses acL as Lhlrd parLles Lo all fuLures and opLlons conLracLs - as a buyer Lo every clearlng member seller and a seller
Lo every clearlng member buyer.
J'>>'K.$."+; A baslc good used ln commerce LhaL ls lnLerchangeable wlLh oLher commodlLles of Lhe same Lype. CommodlLles
are mosL ofLen used as lnpuLs ln Lhe producLlon of oLher goods or servlces. 1he quallLy of a glven commodlLy may dlffer sllghLly,
buL lL ls essenLlally unlform across producers. When Lhey are Lraded on an exchange, commodlLles musL also meeL speclfled
mlnlmum sLandards, also known as a basls grade.
Any good exchanged durlng commerce, whlch lncludes goods Lraded on a commodlLy exchange.
J'/$,-,.-/; An lnvesLmenL sLyle LhaL goes agalnsL prevalllng markeL Lrends by buylng asseLs LhaL are performlng poorly and
Lhen selllng when Lhey perform well.
J'O","K J-)); An opLlons sLraLegy whereby an lnvesLor holds a long poslLlon ln an asseL and wrlLes (sells) call opLlons on LhaL
same asseL ln an aLLempL Lo generaLe lncreased lncome from Lhe asseL. 1hls ls ofLen employed when an lnvesLor has a shorL-
Lerm neuLral vlew on Lhe asseL and for Lhls reason hold Lhe asseL long and slmulLaneously have a shorL poslLlon vla Lhe opLlon
Lo generaLe lncome from Lhe opLlon premlum. 1hls ls also known as a "buy-wrlLe".
J,"K.$; A conLracLual agreemenL ln whlch a borrower recelves someLhlng of value now and agrees Lo repay Lhe lender aL some
daLe ln Lhe fuLure, generally wlLh lnLeresL. 1he Lerm also refers Lo Lhe borrowlng capaclLy of an lndlvldual or company. An
accounLlng enLry LhaL elLher decreases asseLs or lncreases llablllLles and equlLy on Lhe company's balance sheeL. Cn Lhe
company's lncome sLaLemenL, a deblL wlll reduce neL lncome, whlle a credlL wlll lncrease neL lncome.
J*? -/K 6-/K)"; A paLLern on bar charLs resembllng a cup wlLh a handle. 1he cup ls ln Lhe shape of a "u" and Lhe handle has a
sllghL downward drlfL. 1he rlghL-hand slde of Lhe paLLern has low Lradlng volume. lL can be as shorL as seven weeks and as long
as 63 weeks. As Lhe sLock comes up Lo LesL Lhe old hlghs, Lhe sLock wlll lncur selllng pressure by Lhe people who boughL aL or
near Lhe old hlgh. 1hls selllng pressure wlll make Lhe sLock prlce Lrade sldeways wlLh a Lendency Lowards a downLrend for four
days Lo four weeks... Lhen lL Lakes off.
Q-G N,K",+; An order Lo buy or sell a securlLy LhaL auLomaLlcally explres lf noL execuLed on Lhe day Lhe order was placed. A day
order ls an order LhaL ls good for LhaL day only. lf lL ls noL fllled lL wlll be canceled, and lL wlll noL be fllled lf Lhe llmlL or sLop
order prlce was noL meL durlng Lhe Lradlng sesslon.
Q-G !,-K./7; An lnvesLor who aLLempLs Lo proflL by maklng rapld Lrades lnLraday. A day Lrader ofLen closes ouL all Lrades before
Lhe markeL close and does noL hold any open poslLlons overnlghL. Some day Lraders use leverage Lo magnlfy Lhe reLurns
generaLed from small sLock prlce movemenLs.
Q"H$; An amounL of money borrowed by one parLy from anoLher. Many corporaLlons/lndlvlduals use debL as a meLhod for
maklng large purchases LhaL Lhey could noL afford under normal clrcumsLances. A debL arrangemenL glves Lhe borrowlng parLy
permlsslon Lo borrow money under Lhe condlLlon LhaL lL ls Lo be pald back aL a laLer daLe, usually wlLh lnLeresL.
Q")$-; 1he raLlo comparlng Lhe change ln Lhe prlce of Lhe underlylng asseL Lo Lhe correspondlng change ln Lhe prlce of a
derlvaLlve. SomeLlmes referred Lo as Lhe "hedge raLlo."
Q",.O-$.O"; A securlLy whose prlce ls dependenL upon or derlved from one or more underlylng asseLs. 1he derlvaLlve lLself ls
merely a conLracL beLween Lwo or more parLles. lLs value ls deLermlned by flucLuaLlons ln Lhe underlylng asseL. 1he mosL
common underlylng asseLs lnclude sLocks, bonds, commodlLles, currencles, lnLeresL raLes and markeL lndexes. MosL derlvaLlves
are characLerlzed by hlgh leverage
Q'R.; A name for candlesLlcks LhaL provlde lnformaLlon on Lhelr own and also feaLure ln a number of lmporLanL paLLerns. uo[ls
form when a securlLy's open and close are vlrLually equal
Q':ST'/"+ (/K*+$,.-) <O",-7" CQT(<F; 1he uow !ones lndusLrlal Average ls a prlce-welghLed average of 30 slgnlflcanL sLocks
Lraded on Lhe new ?ork SLock Lxchange and Lhe nasdaq. 1he u!lA was lnvenLed by Charles uow back ln 1896.
Q': !8"',G; A Lheory whlch says Lhe markeL ls ln an upward Lrend lf one of lLs averages (lndusLrlal or LransporLaLlon) advances
above a prevlous lmporLanL hlgh, lL ls accompanled or followed by a slmllar advance ln Lhe oLher.
Q':/7,-K"; A negaLlve change ln Lhe raLlng of a securlLy. 1hls slLuaLlon occurs when analysLs feel LhaL Lhe fuLure prospecLs for
Lhe securlLy have weakened from Lhe orlglnal recommendaLlon, usually due Lo a maLerlal and fundamenLal change ln Lhe
company's operaLlons, fuLure ouLlook or lndusLry.
Q':/$.05; A LransacLlon on an exchange LhaL occurs aL a prlce below Lhe prevlous LransacLlon.
ln order for a downLlck Lo occur, a LransacLlon prlce musL be followed by a decreased LransacLlon prlce. 1hls ls commonly used
ln reference Lo sLocks, buL lL can also be exLended Lo commodlLles and oLher forms of securlLles.
Q.O.K"/K; A dlsLrlbuLlon of a porLlon of a company's earnlngs, declded by Lhe board of dlrecLors, Lo a class of lLs shareholders.
1he dlvldend ls mosL ofLen quoLed ln Lerms of Lhe dollar amounL each share recelves (dlvldends per share). lL can also be
quoLed ln Lerms of a percenL of Lhe currenL markeL prlce, referred Lo as dlvldend yleld.
MandaLory dlsLrlbuLlons of lncome and reallzed caplLal galns made Lo muLual fund lnvesLors.
Q.O.K"/K B#SQ-$"; 1he daLe on or afLer whlch a securlLy ls Lraded wlLhouL a prevlously declared dlvldend or dlsLrlbuLlon. AfLer
Lhe ex-daLe, a sLock ls sald Lo Lrade ex-dlvldend.
B-,/./7+; 1he amounL of proflL LhaL a company produces durlng a speclflc perlod, whlch ls usually deflned as a quarLer (Lhree
calendar monLhs) or a year. Larnlngs Lyplcally refer Lo afLer-Lax neL lncome. ulLlmaLely, a buslness's earnlngs are Lhe maln
deLermlnanL of lLs share prlce, because earnlngs and Lhe clrcumsLances relaLlng Lo Lhem can lndlcaLe wheLher Lhe buslness wlll
be proflLable and successful ln Lhe long run.
BMA; CB-,/./7+ M", A8-,"F 1he porLlon of a company's proflL allocaLed Lo each ouLsLandlng share of common sLock. Larnlngs per
share serves as an lndlcaLor of a company's proflLablllLy. When calculaLlng, lL ls more accuraLe Lo use a welghLed average
number of shares ouLsLandlng over Lhe reporLlng Lerm, because Lhe number of shares ouLsLandlng can change over Llme.
Powever, daLa sources someLlmes slmpllfy Lhe calculaLlon by uslng Lhe number of shares ouLsLandlng aL Lhe end of Lhe perlod.
ulluLed LS expands on baslc LS by lncludlng Lhe shares of converLlbles or warranLs ouLsLandlng ln Lhe ouLsLandlng shares
number.
BU*.$."+; A sLock or any oLher securlLy represenLlng an ownershlp lnLeresL. Cn a company's balance sheeL, Lhe amounL of Lhe
funds conLrlbuLed by Lhe owners (Lhe sLockholders) plus Lhe reLalned earnlngs (or losses). Also referred Lo as "shareholders'
equlLy". ln Lhe conLexL of margln Lradlng, Lhe value of securlLles ln a margln accounL mlnus whaL has been borrowed from Lhe
brokerage. ln Lerms of lnvesLmenL sLraLegles, equlLy (sLocks) ls one of Lhe prlnclpal asseL classes. 1he oLher Lwo are flxed-
lncome (bonds) and cash/cash-equlvalenLs. 1hese are used ln asseL allocaLlon plannlng Lo sLrucLure a deslred rlsk and reLurn
proflle for an lnvesLor's porLfollo.
B#?.,-$.'/; 1he lasL day LhaL an opLlons or fuLures conLracL ls valld. When an lnvesLor buys an opLlon, Lhe conLracL glves Lhem
Lhe rlghL buL noL Lhe obllgaLlon Lo buy or sell an asseL aL a predeLermlned prlce, called a sLrlke prlce, wlLhln a glven Llme perlod,
whlch ls on or before Lhe explraLlon daLe. lf Lhe lnvesLor chooses noL Lo exerclse LhaL rlghL, Lhe opLlon explres and becomes
worLhless and Lhe lnvesLor loses Lhe money pald Lo buy Lhe opLlon.
B#?'/"/$.-) D'O./7 <O",-7"+; A Lype of movlng average LhaL ls slmllar Lo a slmple movlng average, excepL LhaL more welghL ls
glven Lo Lhe laLesL daLa. 1he exponenLlal movlng average ls also known as "exponenLlally welghLed movlng average".
L)'-$; 1he LoLal number of shares publlcly owned and avallable for Lradlng. 1he floaL ls calculaLed by subLracLlng resLrlcLed
shares from ouLsLandlng shares. A floaL can also refer Lo a small porLlon of Lhe money supply represenLlng a balance LhaL ls
slmulLaneously presenL ln a buyers and a payers accounL. A floaL resulLs from Lhe delay occurrlng beLween Lhe Llme LhaL a
cheque ls wrlLLen and Lhe money acLually belng deducLed from Lhe wrlLer's accounL. 1hese balances are Lemporarlly double
counLed as parL of Lhe overall money supply.
L',:-,K P')-$.).$G; A measure of Lhe lmplled volaLlllLy of a flnanclal lnsLrumenL over a perlod ln Lhe fuLure, exLracLed from Lhe
Lerm sLrucLure of volaLlllLy (whlch refers Lo how lmplled volaLlllLy dlffers for relaLed flnanclal lnsLrumenLs wlLh dlfferenL
maLurlLles).
L*/K->"/$-) </-)G+.+; A meLhod of evaluaLlng a securlLy LhaL enLalls aLLempLlng Lo measure lLs lnLrlnslc value by examlnlng
relaLed economlc, flnanclal and oLher quallLaLlve and quanLlLaLlve facLors. lundamenLal analysLs aLLempL Lo sLudy everyLhlng
LhaL can affecL Lhe securlLy's value, lncludlng macroeconomlc facLors (llke Lhe overall economy and lndusLry condlLlons) and
company-speclflc facLors (llke flnanclal condlLlon and managemenL).
1he end goal of performlng fundamenLal analysls ls Lo produce a value LhaL an lnvesLor can compare wlLh Lhe securlLy's currenL
prlce, wlLh Lhe alm of flgurlng ouL whaL sorL of poslLlon Lo Lake wlLh LhaL securlLy (underprlced = buy, overprlced = sell or shorL).
L*$*,"+; A flnanclal conLracL obllgaLlng Lhe buyer Lo purchase an asseL (or Lhe seller Lo sell an asseL), such as a physlcal
commodlLy or a flnanclal lnsLrumenL, aL a predeLermlned fuLure daLe and prlce. luLures conLracLs deLall Lhe quallLy and
quanLlLy of Lhe underlylng asseL, Lhey are sLandardlzed Lo faclllLaLe Lradlng on a fuLures exchange. Some fuLures conLracLs may
call for physlcal dellvery of Lhe asseL, whlle oLhers are seLLled ln cash. 1he fuLures markeLs are characLerlzed by Lhe ablllLy Lo use
very hlgh leverage relaLlve Lo sLock markeLs. luLures can be used elLher Lo hedge or Lo speculaLe on Lhe prlce movemenL of Lhe
underlylng asseL. lor example, a producer of corn could use fuLures Lo lock ln a cerLaln prlce and reduce rlsk (hedge). Cn Lhe
oLher hand, anybody could speculaLe on Lhe prlce movemenL of corn by golng long or shorL uslng fuLures.
V->>-; 1he raLe of change for delLa wlLh respecL Lo Lhe underlylng asseL's prlce. Camma ls an lmporLanL measure of Lhe
convexlLy of a derlvaLlve's value, ln relaLlon Lo Lhe underlylng. ln a delLa-hedge sLraLegy, gamma ls soughL Lo be reduced ln
order Lo malnLaln a hedge over a wlder prlce range. A consequence of reduclng gamma, however, ls LhaL alpha Loo wlll be
reduced.
V-? W? & Q':/; An up gap forms when a securlLy opens above Lhe prevlous perlod's hlgh, remalns above Lhe prevlous hlgh for
Lhe enLlre perlod and closes above lL. up gaps can form on dally, weekly or monLhly charLs and are generally consldered bulllsh.
A down gap forms when a securlLy opens below Lhe prevlous perlod's low, remalns below Lhe prevlous low for Lhe enLlre perlod
and closes below lL. uown gaps can form on dally, weekly or monLhly charLs and are generally consldered bearlsh.
CV''K !.) J-/0")"KF V!J N,K",; An order Lo buy or sell a securlLy aL a seL prlce LhaL ls acLlve unLll Lhe lnvesLor decldes Lo cancel
lL or Lhe Lrade ls execuLed. lf an order does noL have a good-'Lll-canceled lnsLrucLlon Lhen Lhe order wlll explre aL Lhe end of Lhe
Lradlng day Lhe order was placed.
V*$ A?,"-K; An opLlon sLraLegy creaLed by buylng or selllng an ln-Lhe-money puL aL Lhe same Llme as an ln-Lhe-money call. Long
guL spreads are used by opLlon Lraders ln lnsLances where Lhey belleve LhaL Lhe underlylng sLock wlll move slgnlflcanLly, buL are
unsure wheLher lL wlll be up or down. ln conLrasL, a shorL guL spread ls used when Lhe underlylng sLock lsn'L expecLed Lo make
any slgnlflcanL movemenL.
6-,K $' I',,': 9.+$; A llsL used by brokerages Lo lndlcaLe securlLles consldered dlfflculL or unavallable Lo borrow for shorL
selllng LransacLlons.
6"-K -/K A8'*)K",+ M-$$",/; A Lechnlcal analysls Lerm used Lo descrlbe a charL formaLlon ln whlch a sLock's prlce:
A. 8lses Lo a peak and subsequenLly decllnes.
8. 1hen, Lhe prlce rlses above Lhe former peak and agaln decllnes.
C. And flnally, rlses agaln, buL noL Lo Lhe second peak, and decllnes once more.
6"K7"; Maklng an lnvesLmenL Lo reduce Lhe rlsk of adverse prlce movemenLs ln an asseL. normally, a hedge conslsLs of Laklng
an offseLLlng poslLlon ln a relaLed securlLy, such as a fuLures conLracL.
6"K7" L*/K; An aggresslvely managed porLfollo of lnvesLmenLs LhaL uses advanced lnvesLmenL sLraLegles such as leveraged,
long, shorL and derlvaLlve poslLlons ln boLh domesLlc and lnLernaLlonal markeLs wlLh Lhe goal of generaLlng hlgh reLurns (elLher
ln an absoluLe sense or over a speclfled markeL benchmark).
Legally, hedge funds are mosL ofLen seL up as prlvaLe lnvesLmenL parLnershlps LhaL are open Lo a llmlLed number of lnvesLors
and requlre a very large lnlLlal mlnlmum lnvesLmenL. lnvesLmenLs ln hedge funds are llllquld as Lhey ofLen requlre lnvesLors
keep Lhelr money ln Lhe fund for aL leasL one year.
6.78 L,"U*"/0G !,-K./7; A program Lradlng plaLform LhaL uses powerful compuLers Lo LransacL a large number of orders aL very
fasL speeds. Plgh-frequency Lradlng uses complex algorlLhms Lo analyze mulLlple markeLs and execuLe orders based on markeL
condlLlons. 1yplcally, Lhe Lraders wlLh Lhe fasLesL execuLlon speeds wlll be more proflLable Lhan Lraders wlLh slower execuLlon
speeds. As of 2009, lL ls esLlmaLed more Lhan 30 of exchange volume comes from hlgh-frequency Lradlng orders.
6.+$',.0-) P')-$.).$G; 1he reallzed volaLlllLy of a flnanclal lnsLrumenL over a glven Llme perlod. Cenerally, Lhls measure ls
calculaLed by deLermlnlng Lhe average devlaLlon from Lhe average prlce of a flnanclal lnsLrumenL ln Lhe glven Llme perlod.
SLandard devlaLlon ls Lhe mosL common buL noL Lhe only way Lo calculaLe hlsLorlcal volaLlllLy. Also known as "sLaLlsLlcal
volaLlllLy."
6NQ+; Plgh of Lhe uay
(>?)."K P')-$.).$G; 1he esLlmaLed volaLlllLy of a securlLy's prlce. ln general, lmplled volaLlllLy lncreases when Lhe markeL ls
bearlsh and decreases when Lhe markeL ls bulllsh. 1hls ls due Lo Lhe common bellef LhaL bearlsh markeLs are more rlsky Lhan
bulllsh markeLs. lmplled volaLlllLy ls someLlmes referred Lo as "vols."
(/ $8" D'/"G; lor a call opLlon, when Lhe opLlon's sLrlke prlce ls below Lhe markeL prlce of Lhe underlylng asseL.
lor a puL opLlon, when Lhe sLrlke prlce ls above Lhe markeL prlce of Lhe underlylng asseL.
8elng ln Lhe money does noL mean you wlll proflL, lL [usL means Lhe opLlon ls worLh exerclslng. 1hls ls because Lhe opLlon cosLs
money Lo buy.
(/0'>"; Lconomlc wealLh LhaL ls generaLed ln exchange for an lndlvldual's performance of agreed upon acLlvlLles or Lhrough
lnvesLlng caplLal. lncome ls consumed Lo fuel day-Lo-day expendlLures.
ln buslnesses, lncome can refer Lo a company's remalnlng revenues afLer all expenses and Laxes have been pald. ln Lhls case, lL
ls also known as "earnlngs".
(/K"#; A sLaLlsLlcal measure of change ln an economy or a securlLles markeL. ln Lhe case of flnanclal markeLs, an lndex ls an
lmaglnary porLfollo of securlLles represenLlng a parLlcular markeL or a porLlon of lL. Lach lndex has lLs own calculaLlon
meLhodology and ls usually expressed ln Lerms of a change from a base value. 1hus, Lhe percenLage change ls more lmporLanL
Lhan Lhe acLual numerlc value.
SLock and bond markeL lndexes are used Lo consLrucL lndex muLual funds and exchange-Lraded funds (L1ls) whose porLfollos
mlrror Lhe componenLs of Lhe lndex.
(/K.0-$',; SLaLlsLlcs used Lo measure currenL condlLlons as well as Lo forecasL flnanclal or economlc Lrends. lndlcaLors are used
exLenslvely ln Lechnlcal analysls Lo predlcL changes ln sLock Lrends or prlce paLLerns. ln fundamenLal analysls, economlc
lndlcaLors LhaL quanLlfy currenL economlc and lndusLry condlLlons are used Lo provlde lnslghL lnLo Lhe fuLure proflLablllLy
poLenLlal of publlc companles.
(/K*+$,G; A classlflcaLlon LhaL refers Lo a group of companles LhaL are relaLed ln Lerms of Lhelr prlmary buslness acLlvlLles. ln
modern economles, Lhere are dozens of dlfferenL lndusLry classlflcaLlons, whlch are Lyplcally grouped lnLo larger caLegorles
called secLors.
lndlvldual companles are generally classlfled lnLo lndusLrles based on Lhelr largesL sources of revenue. lor example, an
auLomoblle manufacLurer mlghL have a small flnanclng dlvlslon LhaL conLrlbuLes 10 Lo overall revenues, buL Lhe company wlll
sLlll be unlversally classlfled as an auLo maker for aLLrlbuLlon purposes.
(/.$.-) M*H).0 N==",./7 C(MNF; 1he flrsL sale of sLock by a prlvaLe company Lo Lhe publlc. lCs are ofLen lssued by smaller, younger
companles seeklng Lhe caplLal Lo expand, buL can also be done by large prlvaLely owned companles looklng Lo become publlcly
Lraded. ln an lC, Lhe lssuer obLalns Lhe asslsLance of an underwrlLlng flrm, whlch helps lL deLermlne whaL Lype of securlLy Lo
lssue (common or preferred), Lhe besL offerlng prlce and Lhe Llme Lo brlng lL Lo markeL. Also referred Lo as a "publlc offerlng."
(/O"+$./7; 1he acL of commlLLlng money or caplLal Lo an endeavor (a buslness, pro[ecL, real esLaLe, eLc.) wlLh Lhe expecLaLlon of
obLalnlng an addlLlonal lncome or proflL. lnvesLlng also can lnclude Lhe amounL of Llme you puL lnLo Lhe sLudy of a prospecLlve
company, especlally slnce Llme ls money.
(/O",+" 6"-K -/K A8'*)K",+; A charL paLLern used ln Lechnlcal analysls Lo predlcL Lhe reversal of a currenL downLrend. 1hls
paLLern ls ldenLlfled when Lhe prlce acLlon of a securlLy meeLs Lhe followlng characLerlsLlcs:
A. 1he prlce falls Lo a Lrough and Lhen rlses.
8. 1he prlce falls below Lhe former Lrough and Lhen rlses agaln.
C. llnally, Lhe prlce falls agaln, buL noL as far as Lhe second Lrough.
(,'/ I*$$",=)G; An opLlons sLraLegy LhaL ls creaLed wlLh four opLlons aL Lhree consecuLlvely hlgher sLrlke prlces. 1he Lwo opLlons
locaLed aL Lhe mlddle sLrlke creaLe a long or shorL sLraddle (one call and one puL wlLh Lhe same sLrlke prlce and explraLlon daLe)
dependlng on wheLher Lhe opLlons are belng boughL or sold. 1he "wlngs" (opLlons aL Lhe hlgher and lower sLrlke prlces) of Lhe
sLraLegy are creaLed by Lhe purchase or sale of a sLrangle (one call and one puL aL dlfferenL sLrlke prlces buL Lhe same explraLlon
daLe). 1hls sLraLegy dlffers from Lhe buLLerfly spread because lL uses boLh calls and puLs, as opposed Lo all calls or all puLs.
(,'/ J'/K',; An advanced opLlons sLraLegy LhaL lnvolves buylng and holdlng four dlfferenL opLlons wlLh dlfferenL sLrlke prlces.
1he lron condor ls consLrucLed by holdlng a long and shorL poslLlon ln Lwo dlfferenL sLrangle sLraLegles. A sLrangle ls creaLed by
buylng or selllng a call opLlon and a puL opLlon wlLh dlfferenL sLrlke prlces, buL Lhe same explraLlon daLe. 1he poLenLlal for proflL
or loss ls llmlLed ln Lhls sLraLegy because an offseLLlng sLrangle ls poslLloned around Lhe Lwo opLlons LhaL make up Lhe sLrangle
aL Lhe mlddle sLrlke prlces.
9"O") 3; A Lradlng servlce conslsLlng of real-Llme access Lo Lhe quoLaLlons of lndlvldual markeL makers reglsLered ln every
nasdaq llsLed securlLy, as well as markeL makers' quoLes ln C1C 8ulleLln 8oard securlLles.
9.>.$ N,K",; An order placed wlLh a brokerage Lo buy or sell a seL number of shares aL a speclfled prlce or beLLer. LlmlL orders
also allow an lnvesLor Lo llmlL Lhe lengLh of Llme an order can be ouLsLandlng before belng canceled.
uependlng on Lhe dlrecLlon of Lhe poslLlon, llmlL orders are someLlmes referred Lo more speclflcally as a buy llmlL order, or a
sell llmlL order.
9.U*.K.$G; 1he degree Lo whlch an asseL or securlLy can be boughL or sold ln Lhe markeL wlLhouL affecLlng Lhe asseL's prlce.
LlquldlLy ls characLerlzed by a hlgh level of Lradlng acLlvlLy. AsseLs LhaL can be easlly boughL or sold are known as llquld asseLs.
1he ablllLy Lo converL an asseL Lo cash qulckly. Also known as "markeLablllLy". 1here ls no speclflc llquldlLy formula, however,
llquldlLy ls ofLen calculaLed by uslng llquldlLy raLlos.
9NQ+; Low of Lhe uay
9'/7 1he buylng of a securlLy such as a sLock, commodlLy or currency, wlLh Lhe expecLaLlon LhaL Lhe asseL wlll rlse ln value. ln
Lhe conLexL of opLlons, Lhe buylng of an opLlons conLracL. ~CpposlLe of "shorL" (or shorL poslLlon).
D-,7./; 8orrowed money LhaL ls used Lo purchase securlLles. 1hls pracLlce ls referred Lo as "buylng on margln". 1he amounL of
equlLy conLrlbuLed by a cusLomer as a percenLage of Lhe currenL markeL value of Lhe securlLles held ln a margln accounL.
D-,5 $' D-,5"$; A measure of Lhe falr value of accounLs LhaL can change over Llme, such as asseLs and llablllLles. Mark Lo
markeL alms Lo provlde a reallsLlc appralsal of an lnsLlLuLlon's or company's currenL flnanclal slLuaLlon.
1he accounLlng acL of recordlng Lhe prlce or value of a securlLy, porLfollo or accounL Lo reflecL lLs currenL markeL value raLher
Lhan lLs book value.
3. When Lhe neL asseL value (nAv) of a muLual fund ls valued based on Lhe mosL currenL markeL valuaLlon.
D-,5"$ J-?.$-).X-$.'/; 1he LoLal dollar markeL value of all of a company's ouLsLandlng shares. MarkeL caplLallzaLlon ls
calculaLed by mulLlplylng a company's shares ouLsLandlng by Lhe currenL markeL prlce of one share. 1he lnvesLmenL communlLy
uses Lhls flgure Lo deLermlne a company's slze, as opposed Lo sales or LoLal asseL flgures.
lrequenLly referred Lo as "markeL cap
D-,5"$ N,K",; An order LhaL an lnvesLor makes Lhrough a broker or brokerage servlce Lo buy or sell an lnvesLmenL lmmedlaLely
aL Lhe besL avallable currenL prlce. A markeL order ls Lhe defaulL opLlon and ls llkely Lo be execuLed because lL does noL conLaln
resLrlcLlons on Lhe buy/sell prlce or Lhe Llmeframe ln whlch Lhe order can be execuLed.
A markeL order ls also someLlmes referred Lo as an "unresLrlcLed order."
D-,5"$ D-5",; A broker-dealer flrm LhaL accepLs Lhe rlsk of holdlng a cerLaln number of shares of a parLlcular securlLy ln order
Lo faclllLaLe Lradlng ln LhaL securlLy. Lach markeL maker compeLes for cusLomer order flow by dlsplaylng buy and sell quoLaLlons
for a guaranLeed number of shares. Cnce an order ls recelved, Lhe markeL maker lmmedlaLely sells from lLs own lnvenLory or
seeks an offseLLlng order. 1hls process Lakes place ln mere seconds.
D*$*-) L*/K; An lnvesLmenL vehlcle LhaL ls made up of a pool of funds collecLed from many lnvesLors for Lhe purpose of
lnvesLlng ln securlLles such as sLocks, bonds, money markeL lnsLrumenLs and slmllar asseLs. MuLual funds are operaLed by
money managers, who lnvesL Lhe fund's caplLal and aLLempL Lo produce caplLal galns and lncome for Lhe fund's lnvesLors. A
muLual fund's porLfollo ls sLrucLured and malnLalned Lo maLch Lhe lnvesLmenL ob[ecLlves sLaLed ln lLs prospecLus.
@-5"K J-)); An opLlons sLraLegy ln whlch an lnvesLor wrlLes (sells) call opLlons on Lhe open markeL wlLhouL ownlng Lhe
underlylng securlLy. 1hls sLands ln conLrasL Lo a covered call sLraLegy, where Lhe lnvesLor owns Lhe securlLy shares LhaL are
ellglble Lo be exerclsed under Lhe opLlons conLracL. 1hls sLraLegy ls someLlmes referred Lo as an "uncovered call" or a "shorL
call".
@-5"K M*$; A puL opLlon whose wrlLer does noL have a shorL poslLlon ln Lhe sLock on whlch he or she has wrlLLen Lhe puL.
SomeLlmes referred Lo as an "uncovered puL."
N?$.'/ (/K*+$,G J'*/0.) CN(JF; A cooperaLlve formed ln 1992 by u.S. opLlons exchanges and CpLlons Clearlng CorporaLlon (CCC)
Lo educaLe lnvesLors and flnanclal advlsers regardlng Lhe beneflLs and rlsks of exchange-Lraded equlLy opLlons.
N?$.'/+; A flnanclal derlvaLlve LhaL represenLs a conLracL sold by one parLy (opLlon wrlLer) Lo anoLher parLy (opLlon holder). 1he
conLracL offers Lhe buyer Lhe rlghL, buL noL Lhe obllgaLlon, Lo buy (call) or sell (puL) a securlLy or oLher flnanclal asseL aL an
agreed-upon prlce (Lhe sLrlke prlce) durlng a cerLaln perlod of Llme or on a speclflc daLe (exerclse daLe).
N*$ '= $8" D'/"G; lor a call, when an opLlon's sLrlke prlce ls hlgher Lhan Lhe markeL prlce of Lhe underlylng asseL.
lor a puL, when Lhe sLrlke prlce ls below Lhe markeL prlce of Lhe underlylng asseL.
NO", $8" J'*/$", CN!JF; A securlLy Lraded ln some conLexL oLher Lhan on a formal exchange such as Lhe n?SL, 1Sx, AMLx, eLc.
1he phrase "over-Lhe-counLer" can be used Lo refer Lo sLocks LhaL Lrade vla a dealer neLwork as opposed Lo on a cenLrallzed
exchange. lL also refers Lo debL securlLles and oLher flnanclal lnsLrumenLs such as derlvaLlves, whlch are Lraded Lhrough a dealer
neLwork.
M&B 1-$.'; A valuaLlon raLlo of a company's currenL share prlcecompared Lo lLs per-share earnlngs.
LS ls usually from Lhe lasL four quarLers (Lralllng /L), buL someLlmes lL can be Laken from Lhe esLlmaLes of earnlngs expecLed
ln Lhe nexL four quarLers (pro[ecLed or forward /L). A Lhlrd varlaLlon uses Lhe sum of Lhe lasL Lwo acLual quarLers and Lhe
esLlmaLes of Lhe nexL Lwo quarLers.
Also someLlmes known as "prlce mulLlple" or "earnlngs mulLlple".
M"//G A$'05; A sLock LhaL Lrades aL a relaLlvely low prlce and markeL caplLallzaLlon, usually ouLslde of Lhe ma[or markeL
exchanges. 1hese Lypes of sLocks are generally consldered Lo be hlghly speculaLlve and hlgh rlsk because of Lhelr lack of
llquldlLy, large bld-ask spreads, small caplLallzaLlon and llmlLed followlng and dlsclosure. 1hey wlll ofLen Lrade over Lhe counLer
Lhrough Lhe C1C88 and plnk sheeLs.
M,">-,5"$; A perlod of Lradlng acLlvlLy LhaL occurs before Lhe regular markeL sesslon. 1he pre-markeL Lradlng sesslon Lyplcally
occurs beLween 8:00 - 9:30 A.M. LS1 each Lradlng day. Many lnvesLors and Lraders waLch Lhe pre-markeL Lradlng acLlvlLy Lo
[udge Lhe sLrengLh and dlrecLlon of Lhe markeL ln anLlclpaLlon for Lhe regular Lradlng sesslon.
M,">.*>; 1he LoLal cosL of an opLlon. 1he dlfference beLween Lhe hlgher prlce pald for a flxed-lncome securlLy and Lhe
securlLy's face amounL aL lssue.
M,.0"S$'SB-,/./7+S$'SV,':$8; A raLlo used Lo deLermlne a sLock's value whlle Laklng lnLo accounL earnlngs growLh.
M*$; An opLlon conLracL glvlng Lhe owner Lhe rlghL, buL noL Lhe obllgaLlon, Lo sell a speclfled amounL of an underlylng asseL aL a
seL prlce wlLhln a speclfled Llme. 1he buyer of a puL opLlon esLlmaLes LhaL Lhe underlylng asseL wlll drop below Lhe exerclse
prlce before Lhe explraLlon daLe.
Y*-/$.$-$.O" B-+./7; A governmenL moneLary pollcy occaslonally used Lo lncrease Lhe money supply by buylng governmenL
securlLles or oLher securlLles from Lhe markeL. CuanLlLaLlve easlng lncreases Lhe money supply by floodlng flnanclal lnsLlLuLlons
wlLh caplLal, ln an efforL Lo promoLe lncreased lendlng and llquldlLy.
1-$.' A?,"-K; An opLlons sLraLegy ln whlch an lnvesLor slmulLaneously holds an unequal number of long and shorL poslLlons. A
commonly used raLlo ls Lwo shorL opLlons for every opLlon purchased.
1"+.+$-/0"; 1he prlce aL whlch a sLock or markeL can Lrade, buL noL exceed, for a cerLaln perlod of Llme. CfLen referred Lo as
"reslsLance level".
1"O",+" A$'05 A?).$; A reducLlon ln Lhe number of a corporaLlon's shares ouLsLandlng LhaL lncreases Lhe par value of lLs sLock or
lLs earnlngs per share. 1he markeL value of Lhe LoLal number of shares (markeL caplLallzaLlon) remalns Lhe same.
18'; 1he raLe aL whlch Lhe prlce of a derlvaLlve changes relaLlve Lo a change ln Lhe rlsk-free raLe of lnLeresL. 8ho measures Lhe
senslLlvlLy of an opLlon or opLlons porLfollo Lo a change ln lnLeresL raLe.
A-)"+; 1he amounL of sales generaLed by a company afLer Lhe deducLlon of reLurns, allowances for damaged or mlsslng goods
and any dlscounLs allowed. 1he sales number reporLed on a company's flnanclal sLaLemenLs ls a neL sales number, reflecLlng
Lhese deducLlons.
A0-)?./7; A Lradlng sLraLegy LhaL aLLempLs Lo make many proflLs on small prlce changes. 1raders who lmplemenL Lhls sLraLegy
wlll place anywhere from 10 Lo a couple hundred Lrades ln a slngle day ln Lhe bellef LhaL small moves ln sLock prlce are easler Lo
caLch Lhan large ones.
A0-/+; A llsL of sLocks, sorLed and fllLered accordlng Lo crlLerla LhaL vary wlLh Lhe scan.
A"0$',+; An area of Lhe economy ln whlch buslnesses share Lhe same or a relaLed producL or servlce. Lconomles are comprlsed
of four secLors. 1he prlmary secLor lnvolves Lhe exLracLlon and harvesLlng of naLural producLs from Lhe earLh (e.g., agrlculLure,
mlnlng and foresLry). 1he secondary secLor conslsLs of processlng, manufacLurlng and consLrucLlon. 1he LerLlary secLor provldes
servlces, such as reLall sales, enLerLalnmenL and flnanclal servlces. 1he quaLernary secLor ls made up of lnLellecLual pursulLs, llke
educaLlon. An lndusLry or markeL sharlng common characLerlsLlcs. lnvesLors use secLors Lo place sLocks and oLher lnvesLmenLs
lnLo caLegorles llke Lechnology, healLh care, energy, uLlllLles and LelecommunlcaLlons. Lach secLor has unlque characLerlsLlcs
and a dlfferenL rlsk proflle.
A"0*,.$."+ -/K B#08-/7" J'>>.++.'/ CABJF; A governmenL commlsslon creaLed by Congress Lo regulaLe Lhe securlLles markeLs
and proLecL lnvesLors. ln addlLlon Lo regulaLlon and proLecLlon, lL also monlLors Lhe corporaLe Lakeovers ln Lhe u.S. 1he SLC ls
composed of flve commlssloners appolnLed by Lhe u.S. resldenL and approved by Lhe SenaLe. 1he sLaLuLes admlnlsLered by Lhe
SLC are deslgned Lo promoLe full publlc dlsclosure and Lo proLecL Lhe lnvesLlng publlc agalnsL fraudulenL and manlpulaLlve
pracLlces ln Lhe securlLles markeLs. Cenerally, mosL lssues of securlLles offered ln lnLersLaLe commerce, Lhrough Lhe mall or on
Lhe lnLerneL musL be reglsLered wlLh Lhe SLC.
A8',$; 1he sale of a borrowed securlLy, commodlLy or currency wlLh Lhe expecLaLlon LhaL Lhe asseL wlll fall ln value.
ln Lhe conLexL of opLlons, lL ls Lhe sale (also known as "wrlLlng") of an opLlons conLracL.
A8',$ (/$","+$; 1he quanLlLy of sLock shares LhaL lnvesLors have sold shorL buL noL yeL covered or closed ouL. ShorL lnLeresL ls a
markeL-senLlmenL lndlcaLor LhaL Lells wheLher lnvesLors Lhlnk a sLock's prlce ls llkely Lo fall. ShorL lnLeresL can also be compared
over Llme Lo examlne changes ln lnvesLor senLlmenL. lnvesLors use shorL lnLeresL Lo make predlcLlons abouL Lhe dlrecLlon a
parLlcular sLock ls headed, and Lo measure Lhe bulllshness or bearlshness of lnvesLors' senLlmenL Lowards Lhe markeL as a
whole.
A8',$ AU*""X"; A slLuaLlon ln whlch a lack of supply and an excess demand for a Lraded sLock forces Lhe prlce upward. uurlng a
shorL squeeze, lndlvlduals holdlng shorL poslLlons are Lyplcally forced Lo purchase shares ln slLuaLlons where Lhe prlce lncreases
rapldly, ln order Lo exlL Lhelr shorL poslLlon.
ShorL squeezes occur more ofLen ln smaller-cap sLocks wlLh small floaLs.
A.>?)" D'O./7 <O",-7"+; A slmple, or arlLhmeLlc, movlng average LhaL ls calculaLed by addlng Lhe closlng prlce of Lhe securlLy
for a number of Llme perlods and Lhen dlvldlng Lhls LoLal by Lhe number of Llme perlods. ShorL-Lerm averages respond qulckly
Lo changes ln Lhe prlce of Lhe underlylng, whlle long-Lerm averages are slow Lo reacL.
A$'05 A?).$; A corporaLe acLlon ln whlch a company's exlsLlng shares are dlvlded lnLo mulLlple shares. AlLhough Lhe number of
shares ouLsLandlng lncreases by a speclflc mulLlple, Lhe LoLal dollar value of Lhe shares remalns Lhe same compared Lo pre-spllL
amounLs, because no real value has been added as a resulL of Lhe spllL.
ln Lhe u.k., a sLock spllL ls referred Lo as a "scrlp lssue," "bonus lssue," "caplLallzaLlon lssue" or "free lssue."
A$'?; An order Lo buy or sell a securlLy when lLs prlce surpasses a parLlcular polnL, Lhus ensurlng a greaLer probablllLy of
achlevlng a predeLermlned enLry or exlL prlce, llmlLlng Lhe lnvesLor's loss or locklng ln hls or her proflL. Cnce Lhe prlce surpasses
Lhe predeflned enLry/exlL polnL, Lhe sLop order becomes a markeL order. Also referred Lo as a "sLop" and/or "sLop-loss order."
A$'?S9'++; An order placed wlLh a broker Lo sell a securlLy when lL reaches a cerLaln prlce. A sLop-loss order ls deslgned Lo llmlL
an lnvesLor's loss on a securlLy poslLlon. Also known as a "sLop order" or "sLop-markeL order".
A$,-/7)"; An opLlons sLraLegy where Lhe lnvesLor holds a poslLlon ln boLh a call and puL wlLh dlfferenL sLrlke prlces buL wlLh Lhe
same maLurlLy and underlylng asseL. 1hls opLlon sLraLegy ls proflLable lf Lhere are large movemenLs ln Lhe prlce of Lhe
underlylng asseL. 1hls ls a good sLraLegy lf you Lhlnk Lhere wlll be a large prlce movemenL ln Lhe near fuLure buL are unsure of
whlch way LhaL prlce movemenL wlll be.
A$,.5"; 1he prlce aL whlch a speclflc derlvaLlve conLracL can be exerclsed. SLrlke prlces ls mosLly used Lo descrlbe sLock and lndex
opLlons, ln whlch sLrlke prlces are flxed ln Lhe conLracL. lor call opLlons, Lhe sLrlke prlce ls where Lhe securlLy can be boughL (up
Lo Lhe explraLlon daLe), whlle for puL opLlons Lhe sLrlke prlce ls Lhe prlce aL whlch shares can be sold. 1he dlfference beLween
Lhe underlylng securlLy's currenL markeL prlce and Lhe opLlon's sLrlke prlce represenLs Lhe amounL of proflL per share galned
upon Lhe exerclse or Lhe sale of Lhe opLlon. 1hls ls Lrue for opLlons LhaL are ln Lhe money, Lhe maxlmum amounL LhaL can be losL
ls Lhe premlum pald.
A*??',$; 1he prlce level whlch, hlsLorlcally, a sLock has had dlfflculLy falllng below. lL ls LhoughL of as Lhe level aL whlch a loL of
buyers Lend Lo enLer Lhe sLock. CfLen referred Lo as Lhe "supporL level".
A:./7 !,-K./7; A sLyle of Lradlng LhaL aLLempLs Lo capLure galns ln a sLock wlLhln one Lo 363 days. Swlng Lraders use Lechnlcal
analysls Lo look for sLocks wlLh shorL-Lerm prlce momenLum. 1hese Lraders aren'L lnLeresLed ln Lhe fundamenLal or lnLrlnslc
value of sLocks, buL raLher ln Lhelr prlce Lrends and paLLerns.
!"08/.0-) </-)G+.+; A meLhod of evaluaLlng securlLles by analyzlng sLaLlsLlcs generaLed by markeL acLlvlLy, such as pasL prlces
and volume. 1echnlcal analysLs do noL aLLempL Lo measure a securlLy's lnLrlnslc value, buL lnsLead use charLs and oLher Lools Lo
ldenLlfy paLLerns LhaL can suggesL fuLure acLlvlLy.
!8"$-; A measure of Lhe raLe of decllne ln Lhe value of an opLlon due Lo Lhe passage of Llme. 1heLa can also be referred Lo as
Lhe Llme decay on Lhe value of an opLlon. lf everyLhlng ls held consLanL, Lhen Lhe opLlon wlll lose value as Llme moves closer Lo
Lhe maLurlLy of Lhe opLlon. 1heLa ls parL of Lhe group of measures known as Lhe "Creeks" (oLher measures lnclude delLa,
gamma and vega) whlch are used ln opLlons prlclng.
!.05; 1he mlnlmum upward or downward movemenL ln Lhe prlce of a securlLy. 1he Lerm "Llck" also refers Lo Lhe change ln Lhe
prlce of a securlLy from Lrade Lo Lrade. Slnce 2001, wlLh Lhe advenL of declmallzaLlon, Lhe mlnlmum Llck slze for sLocks Lradlng
above $1 ls 1 cenL.
!,-.)./7 A$'?; A sLop-loss order seL aL a percenLage level below Lhe markeL prlce - for a long poslLlon. 1he Lralllng sLop prlce ls
ad[usLed as Lhe prlce flucLuaLes. 1he Lralllng sLop order can be placed as a Lralllng sLop llmlL order, or a Lralllng sLop markeL
order. Also known as a 1ralllng SLop Crder.
!,"/K)./"; A llne LhaL ls drawn over plvoL hlghs or under plvoL lows Lo show Lhe prevalllng dlrecLlon of prlce. 1rendllnes are a
vlsual represenLaLlon of supporL and reslsLance ln any Llme frame.
W?7,-K"; A poslLlve change ln Lhe raLlng of a securlLy. An upgrade ls usually Lrlggered by a sLeady lmprovemenL ln Lhe
fundamenLals and flnanclals of Lhe enLlLy LhaL has lssued Lhe securlLy. upgrades Lo Lhe credlL raLlng of corporaLe lssuers of debL
securlLles are lssued by raLlng agencles, such as SLandard & oor's.
upgrades Lo lnvesLmenL raLlngs for sLocks and flxed-lncome securlLles are lssued by equlLy and bond analysLs respecLlvely aL
brokerage houses. ln Lhe conLexL of porLfollo managemenL, Lhe Lerm "upgrade" also refers Lo a sLraLegy whereby Lhe rlsk proflle
and quallLy of Lhe porLfollo ls lmproved by lncludlng blue-chlps ln lL, whlle ellmlnaLlng speculaLlve sLocks.
W?$.05; A LransacLlon occurrlng aL a prlce above Lhe prevlous LransacLlon. ln order for an upLlck Lo occur, a LransacLlon prlce
musL be followed by an lncreased LransacLlon prlce. 1hls Lerm ls commonly used ln reference Lo sLocks, buL lL can also be
exLended Lo commodlLles and oLher securlLles.
P(E; 1he Llcker symbol for Lhe Chlcago 8oard CpLlons Lxchange (C8CL) volaLlllLy lndex, whlch shows Lhe markeL's expecLaLlon
of 30-day volaLlllLy. lL ls consLrucLed uslng Lhe lmplled volaLlllLles of a wlde range of S& 300 lndex opLlons. 1hls volaLlllLy ls
meanL Lo be forward looklng and ls calculaLed from boLh calls and puLs.
1he vlx ls a wldely used measure of markeL rlsk and ls ofLen referred Lo as Lhe "lnvesLor fear gauge".
1here are Lhree varlaLlons of volaLlllLy lndexes: Lhe vlx Lracks Lhe S& 300, Lhe vxn Lracks Lhe nasdaq 100 and Lhe vxu Lracks
Lhe uow !ones lndusLrlal Average.
P')-$.).$G; A sLaLlsLlcal measure of Lhe dlsperslon of reLurns for a glven securlLy or markeL lndex. volaLlllLy can elLher be
measured by uslng Lhe sLandard devlaLlon or varlance beLween reLurns from LhaL same securlLy or markeL lndex. Commonly,
Lhe hlgher Lhe volaLlllLy, Lhe rlskler Lhe securlLy. A varlable ln opLlon prlclng formulas showlng Lhe exLenL Lo whlch Lhe reLurn of
Lhe underlylng asseL wlll flucLuaLe beLween now and Lhe opLlon's explraLlon. volaLlllLy, as expressed as a percenLage coefflclenL
wlLhln opLlon-prlclng formulas, arlses from dally Lradlng acLlvlLles. Pow volaLlllLy ls measured wlll affecL Lhe value of Lhe
coefflclenL used.
P')*>"; 1he number of shares or conLracLs Lraded ln a securlLy or an enLlre markeL durlng a glven perlod of Llme. lL ls slmply
Lhe amounL of shares LhaL Lrade hands from sellers Lo buyers as a measure of acLlvlLy. lf a buyer of a sLock purchases 100 shares
from a seller, Lhen Lhe volume for LhaL perlod lncreases by 100 shares based on LhaL LransacLlon.
4-$08).+$; A llsL of securlLles belng monlLored closely by a brokerage or exchange ln order Lo spoL lrregularlLles. llrms on Lhe
waLch llsL mlghL be suspecLed of regulaLory vlolaLlons, abouL Lo lssue new securlLles, aLLracLlng usually heavy volume, eLc. A llsL
of securlLles belng monlLored for poLenLlal Lradlng or lnvesLlng opporLunlLles. An lnvesLor or Lrader may have a waLch llsL of
several, dozens or even hundreds of Lradlng lnsLrumenLs. 1he lnvesLor walLs for cerLaln crlLerla Lo be meL--such as Lradlng over
a cerLaln volume, breaklng ouL of a 32-week range or movlng above lLs 200-day movlng average--before placlng Lrade orders.
Z.")K J*,O"; A llne LhaL ploLs Lhe lnLeresL raLes, aL a seL polnL ln Llme, of bonds havlng equal credlL quallLy, buL dlfferlng maLurlLy
daLes. 1he mosL frequenLly reporLed yleld curve compares Lhe Lhree-monLh, Lwo-year, flve-year and 30-year u.S. 1reasury debL.
1hls yleld curve ls used as a benchmark for oLher debL ln Lhe markeL, such as morLgage raLes or bank lendlng raLes. 1he curve ls
also used Lo predlcL changes ln economlc ouLpuL and growLh.

4.5. Aspectos de comunicacin no verbal segn el contexto cultural del
interlocutor.
Pay varlas formas de comunlcacln no verbal. Las slgulenLes senales no verbales pueden ser de uLllldad a la hora de comunlcar
nuesLro lnLeres por los dems.
L-0.-) "#?,"++.'/+ & "#?,"+.'/"+ =-0.-)+; 1he human face ls exLremely expresslve, able Lo express counLless emoLlons wlLhouL
saylng a word. And unllke some forms of nonverbal communlcaLlon, faclal expresslons are unlversal. 1he faclal expresslons for
happlness, sadness, anger, surprlse, fear, and dlsgusL are Lhe same across culLures.
I'KG >'O">"/$+ -/K ?'+$*," & >'O.>."/$' 0',?',-) G ?'+$*,-): Conslder how your percepLlons of people are affecLed by Lhe
way Lhey slL, walk, sLand up, or hold Lhelr head. 1he way you move and carry yourself communlcaLes a wealLh of lnformaLlon Lo
Lhe world. 1hls Lype of nonverbal communlcaLlon lncludes your posLure, bearlng, sLance, and subLle movemenLs.
V"+$*,"+ & 7"+$'+: CesLures are woven lnLo Lhe fabrlc of our dally llves. We wave, polnL, beckon, and use our hands when we're
argulng or speaklng anlmaLedly-expresslng ourselves wlLh gesLures ofLen wlLhouL Lhlnklng. Powever, Lhe meanlng of gesLures
can be very dlfferenL across culLures and reglons, so lL's lmporLanL Lo be careful Lo avold mlslnLerpreLaLlon.
BG" 0'/$-0$ & 0'/$-0$' O.+*-); Slnce Lhe vlsual sense ls domlnanL for mosL people, eye conLacL ls an especlally lmporLanL Lype of
nonverbal communlcaLlon. 1he way you look aL someone can communlcaLe many Lhlngs, lncludlng lnLeresL, affecLlon, hosLlllLy,
or aLLracLlon. Lye conLacL ls also lmporLanL ln malnLalnlng Lhe flow of conversaLlon and for gauglng Lhe oLher person's response.
!'*08 & 0'/$-0$'; We communlcaLe a greaL deal Lhrough Louch. 1hlnk abouL Lhe messages glven by Lhe followlng: a flrm
handshake, a Llmld Lap on Lhe shoulder, a warm bear hug, a reassurlng paL on Lhe back, a paLronlzlng paL on Lhe head, or a
conLrolllng grlp on your arm.
A?-0" & "+?-0.': Pave you ever felL uncomforLable durlng a conversaLlon because Lhe oLher person was sLandlng Loo close and
lnvadlng your space? We all have a need for physlcal space, alLhough LhaL need dlffers dependlng on Lhe culLure, Lhe slLuaLlon,
and Lhe closeness of Lhe relaLlonshlp. ?ou can use physlcal space Lo communlcaLe many dlfferenL nonverbal messages,
lncludlng slgnals of lnLlmacy, aggresslon, domlnance, or affecLlon.
P'.0" & )- O'X: lL's noL [usL whaL you say, lL's how you say lL. When we speak, oLher people read" our volces ln addlLlon Lo
llsLenlng Lo our words. 1hlngs Lhey pay aLLenLlon Lo lnclude your Llmlng and pace, how loud you speak, your Lone and lnflecLlon,
and sounds LhaL convey undersLandlng, such as ahh" and uh-huh." 1hlnk abouL how Lone of volce, for example, can lndlcaLe
sarcasm, anger, affecLlon, or confldence.roxlmldad flslca y esfera personal


RECUERDA

La comunicacin telefnica es una parte esencial en las relaciones comerciales con clientes.
En la atencin al cliente es esencial el manejo de forma efectiva de las estructuras de preguntarespuesta,
de forma que podamos obtener informacin de nuestro cliente y a su vez poder
responder a las cuestiones que nos puedan plantear.
Algunos de los documentos aduaneros para el comercio internacional son: Shippers Export
Declaration, Certificates of origin, Free trade agreements, Customs Invoices, Certificates of
destruction or export y Export declaratation.
El uso de adjetivos comparativos y superlativos es muy comn en ingls, tanto en lenguaje oral
como escrito, para describir productos, lugares, situaciones, etc...
En ingls, la forma de dar instrucciones se hace mediante el tiempo imperativo.
Para hablar de dinero se usan los nmeros cardinales.
Las condiciones de pago son las premisas por las que un vendedor completa su venta.
Los incoterms son trminos de tres letras cada uno que reflejan las normas, de aceptacin
voluntaria por las dos partes compradora y vendedora, acerca de las condiciones de entrega
de las mercancas.
Una presentacin es una charla formal a una o ms personas en la que se "presentan" las ideas y
la informacin de una manera clara y estructurada.
Adems de manejar el lenguaje y las estructuras ms habituales en ingls es imprescindible tener
unas actitudes bsicas cuando tratemos con clientes.
La negociacin es muy importante en una actividad comercial
Se debe tener la habilidad de persuadir, de conceder peticiones, de denegar peticiones y de
mostrar acuerdos y desacuerdos.
El contexto sociocultural de una actividad comercial internacional es muy importante, clave
para el exito en los procesos de importacion.