2. Corporate image

Question 1

Back-to-basics

Answer 1

(Adjective) a return to fundamental principles: The current approach to climate change is over complex, and isn’t working. We need a back-to-basics approach where we can step back a d look at the bigger picture

Question 2

Fruits of its labours

Answer 2

Result of work done: Last week, after weeks of research, the committee presented the fruits of its labours to the forum for consideration and feedback

Question 3

Green on the inside

Answer 3

Showing concern for the environment as a core principle at the centre of an organization’s activities: Today the question is rarely, why go green on the inside but rather what is the best way to attain a level of sustainability?

Question 4

Green on the outside

Answer 4

Showing concern for the environment but only superficially: Although many people claim to be concerned about the environment they are only green on the outside and aren’t prepared to give up the conveniences of modern living

Question 5

Greenwash

Answer 5

Activities by a business or other organization that are intended to show that the organization is concerned about the environment: The company is determined to cleanse communications of greenwash because it undermines the validity of genuine green marketing

Question 6

In your face

Answer 6

Phrase (informal): in a bold aggressive manner: The film has been described as a modern, in your face World War II epic

Question 7

McLibel

Answer 7

McLibel Trial, an infamous British court case, which became the longest ever English trial, between McDonald’s and two ordinary people who humiliated McDonald’s in the biggest corporate PR disaster in history. It was made into a film, released in 2005

Question 8

Cause-related marketing

Answer 8

A type of marketing which involves the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit. It differs from corporate giving in that it is a marketing relationship not based on donation: The survey conducted last year identified the fact that consumers responded extremely positively to cause-related marketing (CRM) partnerships between companies and charities

Question 9

Community investment

Answer 9

A type of investment which focuses on how companies manage their activities in the community, and in so doing create a positive impact for both the community and the business: Many of our employees play a role in out community investment programme through volunteering and fundraising

Question 10

Corporate philanthropy

Answer 10

Activities which demonstrate the promotion of human welfare through business: Their activities appear to be an example of pure corporate philanthropy. “We are not doing this for propaganda or visibility. We are doing it for the satisfaction of knowing that we have really achieved and given something to the community in which we are working”, said the CEO

Question 11

Eco-efficiency

Answer 11

The concept of creating more goods and services while using fewer resources, and creating less waste and pollution: Calculating measures of eco-efficiency alone is not enough to ensure added corporate value. Financial staff must also be involved in the planning of future long-term eco-efficiency improvement

Question 12

Carbon footprint

Answer 12

The amount of carbon dioxide emitted by a person or organization per year: He drove a car with a six-litre engine and used his private jet all the time, leaving a massive carbon footprint

Question 13

Signage

Answer 13

Signs and how they are presented: There’s hardly any signage in that building, so you can’t find where anything is

Question 14

Brainstorm

Answer 14

Verb (intransitive/transitive): to develop new ideas by exploring all possible solutions before choosing the best ones: Effective brainstorming involves four basic rules: 1 suspend judgement during the discussion; 2 record all ideas, however unrealistic they seem at first; 3 encourage participants to build on others’ ideas; 4 think “outside the box” by disregarding traditional assumptions and conventions

Question 15

Delegate

Answer 15

Verb (intransitive/transitive): to give part of your work, duties or responsibilities to someone who is junior to you: Effective delegating involves the OMMDC formula: giving a specific Objective, specifying the Method and the Means that should be used, agreeing a realistic Deadline, and Checking that the task has been successfully completed

Question 16

Paired Comparison Analysis

Answer 16

A decision-making technique where different options are compared: each possibility is compared with each of the other options, and given a score. Adding up the total scores for each option provides an indication of their relative importance: Paired Comparison Analysis is particularly useful for making comparisons where no objective data is available

Question 17

Gasp

Answer 17

Verb (intransitive): to breathe in suddenly, for example because you are surprised, shocked or in pain: Some members of the Board gasped with amazement when they saw the huge jump in the sales figures

Question 18

Thinly disguised

Answer 18

Pretending to be something else, but it is easy to see what it really is: The CEO’s end-of-year review speech was a thinly disguised attack on his predecessor’s policies

Question 19

Endorsement

Answer 19

An occasion when someone famous says in an advertisement that they like a product: We’ve got endorsements from top athletes for the running shoe’s new design

Question 20

Firefighting

Answer 20

The activity of trying to stop a serious problem that suddenly happens by reacting quickly and effectively. In business, it frequently refers to wasting time and energy dealing with problems that would not happen if managers were more proactive: According to a survey, IT managers spend spend too much time firefighting, and not enough time developing new ways to improve their business

Question 21

Flavour of the month

Answer 21

Something or someone that is very popular for only a short time: She is very much flavour of the month in Hollywood

Question 22

Hit the ground running

Answer 22

To be successful from the start of an activity: The squad will have to hit the ground running from the very first game

Question 23

Intel Inside

Answer 23

TRADEMARK a classic 1990s brand campaign: By persuading computers manufacturers to place an “Intel Inside” sticker on machines containing its processors, Intel transformed itself from an anonymous manufacturer of computer components into a household name

Question 24

Real McCoy

Answer 24

(Informal) something that is real and not a copy: There are lots of sparkling wines that you could drink instead of champagne, but this is the real McCoy

Question 25

Swoosh

Answer 25

Something which moves through air or water with a smooth gentle sound. Nike’s sportswear logo, created in 1971.and now one of the most recognized brand logos in the world