SlideShare a Scribd company logo
1 of 7
Lesson 10 Intermediate Mario Santiago   Business English IV Past Modals
Contents Past modals Vocabulary related to marketing  Expressions used to product development and marketing Objectives By the end of this lesson you:  Will be able to use the different forms of past modals. Will be able to express your point of view on product development and innovation processes.
Innovation As you know, there are companies that have been in the market for a long time. Procter and Gamble, for example, has had a history of at least 100 years old, and they have endured many different changes, not only in its infrastructure but also in the way the manage to develop their new products. From producing cheap soaps and candles in a little factory, they are now one of the most recognized companies around the world. How is it that some companies manage to survive the change of times? According to Peter Drucker, a  famous management consultant, successful innovation is a necessary step into the life of any business, no matter if it is big or small. However, the innovation process does not come as if by magic. In some situations it requires more than the good will of the employees because, most of the times, the innovation process is hidden under a critical situation.  Lesson 10
Past Modals If you remember your lessons of history surely you will remember stories about people who made a wrong decision. For example, read the following extract taken from the website  http://www.mgmtstories.com/category/innovation/ : Failing to see the road to the future.  Examples of those who fail to see the road to the future are often cited with hilarity. Take Harry Warner of Warner Brothers Studios, who commented in 1927 on the advent of soundtracks for moving pictures: “Who the hell wants to hear actors talk?“ Or take the senior management at Procter & Gamble when the disposable diaper was first suggested. According to diaper business folklore, P&G was conducting market research to find out what housewives liked about their cleaning products for soiled diapers. Inspired by comments of the form, “We don’t like anything about washing diapers,“ a P&G team came up with the idea for the disposable diaper. The team set about assessing the opportunity, estimating market volumes, projecting cash flows and profit margins, and preparing a presentation for P&G top management. The latter sat patiently through all the material, reviewed the market projections, and made it clear that they were impressed with all the work the team had done in analyzing the opportunity. “Just one question,“ they asked finally, “Where’s the soap?“ Lesson 10
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Past Modals Lesson 10
could have +  past participle : it’s going to be used for  situations that were possible  but never happened.  Past Modals There are different modal verbs that can be used in past tense:  ,[object Object],[object Object],[object Object],should have +  past participle : it’s going to be used for r ecommendations that never took place .  ,[object Object],[object Object],[object Object],Lesson 10
Must have +  participle : it’s going to be used to speculate about  obligations that were/ weren’t never fulfilled .  Past Modals ,[object Object],[object Object],[object Object],Would have +  participle:  it’s used for  an imaginary situation  that didn’t happen. They  would have  come  with a very good explanation for the failure of the diaper.  (  But they didn’t and they rejected the product ) The release of the new product  would have  been  difficult without your help.  (But it was really easy) They  would have  sen t the information by now.  ( But it hasn’t arrived) Lesson 10

More Related Content

Viewers also liked (6)

Ambiente De Trabajo
Ambiente De TrabajoAmbiente De Trabajo
Ambiente De Trabajo
 
Lesson 9
Lesson 9Lesson 9
Lesson 9
 
Lesson 7
Lesson 7Lesson 7
Lesson 7
 
Css Introducción
Css IntroducciónCss Introducción
Css Introducción
 
AMBIENTE DE TRABAJO.ppt
AMBIENTE DE TRABAJO.pptAMBIENTE DE TRABAJO.ppt
AMBIENTE DE TRABAJO.ppt
 
Ambiente De Trabajo
Ambiente De TrabajoAmbiente De Trabajo
Ambiente De Trabajo
 

Similar to Lesson 10

Google firestarters insights talk
Google firestarters insights talkGoogle firestarters insights talk
Google firestarters insights talkhelenedwards2
 
business-idioms in English language teaching
business-idioms in English language teachingbusiness-idioms in English language teaching
business-idioms in English language teachingssuser84c89a
 
PCampUtah May 2012 - UnKeynote
PCampUtah May 2012 - UnKeynotePCampUtah May 2012 - UnKeynote
PCampUtah May 2012 - UnKeynotePCampUtah
 
Copy of copy of modal verbs
Copy of copy of modal verbsCopy of copy of modal verbs
Copy of copy of modal verbsShawky Allam
 
Agile marketing, or why and how to increase your pace of learning
Agile marketing, or why and how to increase your pace of learningAgile marketing, or why and how to increase your pace of learning
Agile marketing, or why and how to increase your pace of learningFranky Athill
 
21 ways to learn from failures
21 ways to learn from failures21 ways to learn from failures
21 ways to learn from failuresMarc Heleven
 
Jf make ideas real
Jf make ideas realJf make ideas real
Jf make ideas realMcBard
 
I'm hoping to seek out the ideal safety application for my laptop or computer.
I'm hoping to seek out the ideal safety application for my laptop or computer.I'm hoping to seek out the ideal safety application for my laptop or computer.
I'm hoping to seek out the ideal safety application for my laptop or computer.microsoftramremote
 
The real leadership_lessons_of_steve_jobs
The real leadership_lessons_of_steve_jobsThe real leadership_lessons_of_steve_jobs
The real leadership_lessons_of_steve_jobsAkshayYadav187
 
Douchbaggery in Marketing by Karina Portuondo
Douchbaggery in Marketing by Karina PortuondoDouchbaggery in Marketing by Karina Portuondo
Douchbaggery in Marketing by Karina PortuondoBig Spaceship
 
Guidelines for good innovative design
Guidelines for good innovative designGuidelines for good innovative design
Guidelines for good innovative designCREAX
 
Data driven-products-now
Data driven-products-nowData driven-products-now
Data driven-products-nowDan McKinley
 

Similar to Lesson 10 (20)

Unit V
Unit V Unit V
Unit V
 
Google firestarters insights talk
Google firestarters insights talkGoogle firestarters insights talk
Google firestarters insights talk
 
business-idioms in English language teaching
business-idioms in English language teachingbusiness-idioms in English language teaching
business-idioms in English language teaching
 
PCampUtah May 2012 - UnKeynote
PCampUtah May 2012 - UnKeynotePCampUtah May 2012 - UnKeynote
PCampUtah May 2012 - UnKeynote
 
Modal verbs
Modal verbsModal verbs
Modal verbs
 
Copy of copy of modal verbs
Copy of copy of modal verbsCopy of copy of modal verbs
Copy of copy of modal verbs
 
Agile marketing, or why and how to increase your pace of learning
Agile marketing, or why and how to increase your pace of learningAgile marketing, or why and how to increase your pace of learning
Agile marketing, or why and how to increase your pace of learning
 
10 sem 2
10 sem 210 sem 2
10 sem 2
 
21 ways to learn from failures
21 ways to learn from failures21 ways to learn from failures
21 ways to learn from failures
 
Jf make ideas real
Jf make ideas realJf make ideas real
Jf make ideas real
 
I'm hoping to seek out the ideal safety application for my laptop or computer.
I'm hoping to seek out the ideal safety application for my laptop or computer.I'm hoping to seek out the ideal safety application for my laptop or computer.
I'm hoping to seek out the ideal safety application for my laptop or computer.
 
Rework
ReworkRework
Rework
 
Rework
ReworkRework
Rework
 
The real leadership_lessons_of_steve_jobs
The real leadership_lessons_of_steve_jobsThe real leadership_lessons_of_steve_jobs
The real leadership_lessons_of_steve_jobs
 
Modal verbs
Modal verbsModal verbs
Modal verbs
 
Sales Presentation
Sales PresentationSales Presentation
Sales Presentation
 
Douchbaggery in Marketing by Karina Portuondo
Douchbaggery in Marketing by Karina PortuondoDouchbaggery in Marketing by Karina Portuondo
Douchbaggery in Marketing by Karina Portuondo
 
Guidelines for good innovative design
Guidelines for good innovative designGuidelines for good innovative design
Guidelines for good innovative design
 
Data driven-products-now
Data driven-products-nowData driven-products-now
Data driven-products-now
 
MODALVERBS-final.ppt
MODALVERBS-final.pptMODALVERBS-final.ppt
MODALVERBS-final.ppt
 

More from Universidad Intercontinental (10)

Lesson 4
Lesson 4Lesson 4
Lesson 4
 
Lesson 3
Lesson 3Lesson 3
Lesson 3
 
Lesson 2
Lesson 2Lesson 2
Lesson 2
 
Lesson 1
Lesson 1Lesson 1
Lesson 1
 
Derecho pùblico y derecho privado internacional (promèxico )
Derecho pùblico y derecho privado internacional (promèxico )Derecho pùblico y derecho privado internacional (promèxico )
Derecho pùblico y derecho privado internacional (promèxico )
 
Derecho pùblico y derecho privado internacional (promèxico )
Derecho pùblico y derecho privado internacional (promèxico )Derecho pùblico y derecho privado internacional (promèxico )
Derecho pùblico y derecho privado internacional (promèxico )
 
Actividades deportivas
Actividades deportivasActividades deportivas
Actividades deportivas
 
Modelo curricular de la universidad intercontinental
Modelo curricular de la universidad intercontinentalModelo curricular de la universidad intercontinental
Modelo curricular de la universidad intercontinental
 
La universidad intercontinental filosofía y principios final
La universidad intercontinental filosofía y principios finalLa universidad intercontinental filosofía y principios final
La universidad intercontinental filosofía y principios final
 
AMBIENTE DE TRABAJO.pptx
AMBIENTE DE TRABAJO.pptxAMBIENTE DE TRABAJO.pptx
AMBIENTE DE TRABAJO.pptx
 

Lesson 10

  • 1. Lesson 10 Intermediate Mario Santiago Business English IV Past Modals
  • 2. Contents Past modals Vocabulary related to marketing Expressions used to product development and marketing Objectives By the end of this lesson you: Will be able to use the different forms of past modals. Will be able to express your point of view on product development and innovation processes.
  • 3. Innovation As you know, there are companies that have been in the market for a long time. Procter and Gamble, for example, has had a history of at least 100 years old, and they have endured many different changes, not only in its infrastructure but also in the way the manage to develop their new products. From producing cheap soaps and candles in a little factory, they are now one of the most recognized companies around the world. How is it that some companies manage to survive the change of times? According to Peter Drucker, a famous management consultant, successful innovation is a necessary step into the life of any business, no matter if it is big or small. However, the innovation process does not come as if by magic. In some situations it requires more than the good will of the employees because, most of the times, the innovation process is hidden under a critical situation. Lesson 10
  • 4. Past Modals If you remember your lessons of history surely you will remember stories about people who made a wrong decision. For example, read the following extract taken from the website http://www.mgmtstories.com/category/innovation/ : Failing to see the road to the future. Examples of those who fail to see the road to the future are often cited with hilarity. Take Harry Warner of Warner Brothers Studios, who commented in 1927 on the advent of soundtracks for moving pictures: “Who the hell wants to hear actors talk?“ Or take the senior management at Procter & Gamble when the disposable diaper was first suggested. According to diaper business folklore, P&G was conducting market research to find out what housewives liked about their cleaning products for soiled diapers. Inspired by comments of the form, “We don’t like anything about washing diapers,“ a P&G team came up with the idea for the disposable diaper. The team set about assessing the opportunity, estimating market volumes, projecting cash flows and profit margins, and preparing a presentation for P&G top management. The latter sat patiently through all the material, reviewed the market projections, and made it clear that they were impressed with all the work the team had done in analyzing the opportunity. “Just one question,“ they asked finally, “Where’s the soap?“ Lesson 10
  • 5.
  • 6.
  • 7.

Editor's Notes

  1. http://www.youtube.com/watch?v=NKXCUGGajJM&feature=related http://www.youtube.com/watch?v=ziOG_GHNVq0&feature=related
  2. http://www.youtube.com/user/ericssonmultimedia?v=OrUgP7fbd8A&feature=pyv&ad=5422240356&kw=innovation&gclid=CNWqq-KG8aMCFQUiawod8EEiBw