Lecturer's words in a marketing course

In selling, you can overcome a customer's objections to almost any product if you can come up with a good idea. Here are two examples: first, a lady who objected to a square flyswatter bought it when the sales manager said, "These are square, madam. They got them in the corners." Second, a lady who wanted round clothespins, bought the square ones when the clerk said, "They don't roll out of reach under a sink." So, don't sell the steak - sell the sizzle.

Student's telegraphic sentences

1.     People buy ideas, not products.

        a. Ex. square flyswatter = "get in corners."

        b. Ex. square clothespins = "won't roll - sink."

        c. Don't sell steak -- sell sizzle.

Lecturer's words

The US Patent Office has granted numerous patents for perpetual motion machines based upon applications with complete detailed drawings. Some years ago, though, the patent office began requiring working models of such a machine before a patent would be granted. Result: no patents granted for perpetual motion machines since that time.

Student's telegraphic sentence

Perpetual motion machine (drawings) = many patents.

Required working model = no patents since.

Symbols are especially helpful to students in engineering and mathematics. Lists of commonly used symbols are given in most textbooks and reference books.

Omit vowels from the middle of words, and retain only enough consonants to provide a recognizable skeleton of the word.

≠

does not equal

bkgd

background

Create a family of symbols.

prblm

problem

8

individual

gvt

government

s

individuals

Use an apostrophe.

Leave out the periods in standard abbreviations.

gov't

government

Use only the first syllable of a word.

o’s

areas

Use the entire first syllable & only the first letter of a second syllable.

Use "g" to represent ing endings.

subj

subject

decrg

decreasing

cons

conservative

ckg

checking

chem

chemistry

Generally, spell out short words such as in, on, and key. Symbols, signs, or abbreviations for short words will make the notes too dense with "shorthand."

Categories and

Examples

When you hear these words, immediately think …

Example Words

to illustrate

for example

for instance

"Here comes an example. The lecturer wants to make clear the point just made. I'd better write this down; otherwise I'll forget it."

Time Words

before, after

formerly

subsequently

prior

meanwhile

"Hm-m! A time relationship is being established. Let's see, what came first and what came last, and what came in-between?"

Addition Words

furthermore

in addition

moreover

also

"After listing everything, they always seem to have one more thing to add. Well, I'd better get it and write it down."

Cause and Effect Words

therefore

as a result

if…then

accordingly

thus, so

"There's that cause and effect word. I'd better quickly write down the word effect in my notes at this point. Later, I'll go back and write the word cause to label the preceding points."

Categories and

Examples

When you hear these words, immediately think …

Enumeration Words

the four steps…

first, second, third

next

finally

"Ten steps is a lot! I'd better number them and list them in order."

Emphasis Words

more importantly

above all

remember this

"Sounds like a hint that this idea is something important and something to remember."

Repeat Words

in other words

in the vernacular

it simply means

that is, briefly

in essence

"Simplifying a complex idea or simplifying a long-winded explanation. I'd better note this simplified version."

Swivel Words

however

nevertheless

yet, but

still

"A warning that there's a little bit of doubt or 'give-back' on the point just made. I'd better note this qualifying remark."

Concession Words

to be sure

of course

granted

"I see. These are similar to the swivel words. The lecturer is admitting that the opposition has a point or two."

Summary Words

in a nutshell

to sum up

in conclusion

"Great! I'll try to get this summary word for word; then I can study it thoroughly when I get to my room."

Test Clues

This is important.

Remember this.

You'll see this again.

Here's a pitfall.

"Sounds like a potential test item. I'd better get this one word for word."