PRESENT SIMPLE

It is used when:

1. We establish a fact (we say something that is true)

Ex: I love chocolate
2. When we talk about routine (something we do every day)
Ex: I wake up every day at 7am

For the pronouns:

I, You, We, They

THE AFFIRMATIVE SENTENCE -> Sujeito + Verbo Principal + Complemento

 I love candy.
 You work at the mall.
 We go to bed at 9 pm.
 They play soccer very well.

THE NEGATTIVE SENTENCE

 I don´t love candy.

 You don´t work at the mall.
 We don´t go to bed ate 9 pm.
 They don´t play soccer very well.

THE INTERROGATIVE SENTENCE

 Do I love candy?
 Do you love candy?
 Do you work at the mall?
 Do we go to bed at 9 pm?
 Do they play soccer very well?

He, She, it

THE AFFIRMATIVE SENTENCE

 John loves candy.

THE NEGATTIVE SENTENCE

 John doesn´t love candy.

THE INTERROGATIVE SENTENCE

 Does John love candy?

+ Verbs - Doesn´t ? Does

 RULES

Para a afirmativa os verbos terminados em:

- Ss;
- Sh;
- Ch;
- X;
- O;

Adiciona-se ES -> Exemplos: Teaches; Goes

When a verb ends in -y and has a consonant behind it, the -y is dropped and the ending -ies is
added.

Examples:

Try -> Tries

Study -> Studies

PRESENT CONTINUOS

To be

I am (I´m not)

You are (you aren´t)

He

She is (isn´t)

It

We are (we aren´t)

You are (you aren´t)

They are (they aren´t)

The Present Continuous is used in two situations:

1. Now
Ex: You're studying now
2. Near Future
Ex: After dinner, I am watching TV

Subject (sujeito) + to be + Verb ing

The affirmative sentence

I am eating chocolate.

The negative sentence

You aren´t reading a book now.

The interrogative sentence

Are you drinking coffee?

Examples:

Paulo is whatching TV after he finishes his homework.

Ana and Paulo are sleeping in my sister´s house today.

You are studying English right now.

What are you doing after school? I am going to the movies.

PAST SIMPLE

 Regulars
 Irregulars
 To be (was/were)

REGULAR

+ Verb ED -> I worked yesterday.

- Did not (didn´t) -> He didn´t work yesterday.

? Did (+ subject) -> Did you work yesterday?

Some Regular Verbs

- Worked
- Cleaned
- Talked
- Watched

Study -> Studied (because it ends in -y and there's a consonant behind it)

CVC (CONSOANTE, VOGAL, CONSOANTE)

Planned

IRREGULAR

Wake up -> Woke Up Take -> Took See -> Saw

Drink -> Drank Eat -> Ate Sleep -> Slept

Have -> Had Bring -> Brought Speake -> Spoke

Get -> Got Fall -> Fell Tell -> Told

Go -> Went Know -> Knew Write -> Wrote

Do -> Did Leave -> Left Begin -> Began

Come -> Came Say -> Said Forgive -> Forgave

+ I went to Brazil.

- They didn´t go to Brazil.

? Did she go to Brazil?

VERB TO BE

I You

He We Were
Was
She They

It

Examples:

WAS

- I was here yesterday.

- I was not (wasn´t) here last night.
- Was she here last night?

WERE

- You were here yesterday.

- You were not (weren´t) here yesterday.
- Were you here last night?

PAST CONTINUOS

It is used:

1. Action interrupted in the past.

Ex: I was doing my homework when my mother called me.
2. Parallel action.
Ex: My brother was studying while I was washing the dishes.
3. Specific point.
Ex: I was studying for my quiz at 1 am.

Important work -> When, While

Subject Was/Were Base Form + ING

I, He, She, It Was Working
You, We, They Were Cooking

Examples:

+ I was cooking when my husband arrived.

- I wasn´t cooking when my husband arrived.

+ My friends were working at 10 pm.

- My friends weren´t working at 10 pm.

? Were my friends working at 10 pm?

MODAL VERBS

Can – Could – May – Might

Ability: Can (present) * Could (past)

Examples

- I can swim (present)

- I could swim (past)

Suggestion: Can / Could

Examples

- You can take a nap.

- You could take a nap.

Permission: Can (informal) / Could (+formal) / May (++formal)

Examples

- Can I use your phone?

- Could I use your phone?
- May I use your phone)

Possibility: May (+ probability) * Might (- probability)

Examples

- It may rain later.

- It might rain later.

Shall I – Should – Ought to

Shall -> offers and suggestions.

Examples

- I´m bit about this report. Shall I have a look at it? (offer)
- There´s quite a lot we need to discuss. Shall we set up a meeting (suggestion)

Note that we can only use Shall I …? and shall we…? In this way. We cannot say *Shall he…?
shall you…? etc.

Should and ought to -> advice or to express obligation relating to the present or the future.

Examples

- You should / ought to keep an account of all your expenses (present).

- When you go the conference next week, you should / ought to give Mr Franks a ring
(future trip).
- The passive is formed with should + be + past participle.
 Must – Have to – Needn´t – Can´t

The modals below can be used to express obligation. They are followed by the bare
infinitive:

Obligation No obligation Prohibition

Must Needn’t Mustn’t
Have to Don’t have to Can’t
Have got to Haven’t got to Not (be) allowed to

TIME EXPRESSIONS

FOR, SINCE, AGO

FOR

 For is used to indicate a period of time.

o How long are you staying in London? I'm staying for a week.
o My mother is going to Rome for a few days with a friend.
o Hugo is going to study in Sydney for 6 months.

 For is often used with the Present Perfect.

o Julie had been waiting at the bus stop for 10 minutes.
o I have lived in this country for 5 years.
o I have had this dress for a long time.

 For can be used with other verb tenses :

o Present : I go on holidays for two weeks every summer.
o Past : When I was sixteen, I stayed in London for two months.
o Future :While I am in the USA , I will be in New York for two days.
 SINCE

 Since is used to refer to the starting point of actions or situations.

The Present Perfect is generally used in the main clause.

o I have been waiting for the bus since 8 o'clock.

o I live in Tokyo. I have lived in Tokyo since January 2010.
o I have been learning English since the beginning of the year.
o A lot has changed since his appointment.
o The restaurant has been successful since it opened.

AGO

 Ago is used to say when past events happened, going back from today towards the
past.
The verb is in the Past Tense.

o I came to Tokyo two years ago.

o I arrived at the bus stop 10 minutes ago.
o The company was founded 30 years ago.
o The castle was built 300 years ago.
o We heard talk about the merger some time ago.

FOR, DURING

FOR

 For is followed by a length of time : for one hour.

It answers the question : How long?
o I have been standing here for 10 minutes.
o Tony is going to San Francisco for a week.
o My parents lived in London for 2 years.
o Yesterday it rained continuously for several hours.
o Have you been attending English classes for a long time?

DURING

 During is followed by a noun.

It means 'throughout the period' or 'in the course of' an action or event.
o During the summer I go to the beach as often as possible.
 o Exercises were given to us during the lesson.
o The bank was robbed during the night.
o Interesting speeches were made during the conference.
o My grandparents often come to stay with us during the winter.

BY, UNTIL

BY

The preposition "by" is commonly used to establish a deadline or time limit by which an action
or task should be accomplished. Consider the following examples:

 "It must be ready by Friday."

 "The project report should be submitted by the end of the month."

In these sentences, "by" implies a sense of urgency and emphasises that the action needs to be
completed no later than the specified time. It indicates a specific deadline and carries the
expectation that the task should be finished on or before that deadline. Note that "by"
functions as a preposition in these instances.

UNTIL

We use until when an activity continues throughout the period up to the time limit. It denotes
the duration within which the action persists. Consider the following examples, where "until"
serves either as a preposition or a conjunction. As a preposition, it specifies the time limit
during which the activity occurs. As a conjunction, it connects the duration of the activity with
the moment of completion.

When used as a preposition, "until" indicates the time until which the activity will continue. For
example:

 "I'll be here until five o'clock."

This sentence implies that the speaker will remain present until the clock strikes five. The
activity of being present extends up to that particular time and then concludes.

Alternatively, when "until" functions as a conjunction, it connects the duration of the activity
with its completion. For instance:

 "Please keep working until you finish the task."

In this case, "until" conveys the idea that the activity of working should persist continuously
until the task is fully completed.
 ON TIME, IN TIME

On time remete para pontualidade.

On time means that there is a specific time established when something is supposed/expected
to happen, and it is happening at the planned time.
 My job interview is scheduled for 4:00 PM.
If I arrive at 4:00 PM, I am on time for the interview.
 The flight is scheduled to leave at 10:30 AM.
If it leaves at 10:30 AM, the flight is leaving on time.
 The class is supposed to start at 9:00.
If it does start at 9:00 with no delays, it is starting on time.

In time significa a tempo.

 The accident victim was seriously injured; they got him to the hospital just in time.
(If they hadn’t arrived at the hospital, he might have died)
 I missed the opportunity to go to that college because I didn’t submit my application in
time.
 I left home early and arrived in plenty of time to catch my flight.
 I got stuck in traffic and arrived just in time to catch my flight.

Vocabulary

Beggars - pedintes
To borrow money - pedir dinheiro emprestado
To lend money - emprestar dinheiro a alguém
Interest rates - taxas de juro
Tax - imposto
Assets - ativos
Liabilities - passivos
Change - troco
Income – rendimentos
Annual turnover – volume anual de negócios
Bear market – mercado em baixa
Traders – comerciantes
Financial analyst – analista financeiro
Volatility – volatilidade
Trading – comércio/negociação
Equities – ações/títulos de capital
Research analysis – análise de investigação/pesquisa
Business sector – setor empresarial
Earnings – rendimentos/ganhos/lucros
Derivatives – produtos derivados
half - metade
halfes - metades
Actually - Na verdade ou de facto
Currently - Atualmente
Eventually - Futuramente ou mais tarde

Equity Stake -> equal parts into which the capital or ownership of a company is divided.

Recession -> period when business activity decreases because the economy is doing badly.

Shares -> money risked when a business owns part of another company.

Debt -> money owed by one person or organisation to another person or organisation.

Stock Market -> place where company shares are bought and sold.

Forecast -> description of what is likely to happen in the future.

Profit Margin -> the difference between the price of a product or service and the cost of
producing it.

Investment -> money which people or organisations put into a business to make a profit.

Banckruptcy -> when a person or organisation is unable to pay their debts.

Dividend -> a part of a company's profits paid to the owners of shares.

Pre-tax profits -> the money a business makes before payment to the government.

Annual Turnover -> the amount of money which a business obtains (in a year) from customers
by selling goods or services.

Marketing Mix

The marketing mix refers to the key activities used in marketing an organization's products or
services. It is frequently referred to as the four Ps:

Product - the features and benefits of the product or service provided.

Price - the costs of production, prices charged by the competitors and customers' expectations.

Promotion - how to promote and advertise the product or service, i.e., how to communicate
with customers.

Place - how to distribute the product and make it available for consumers, e.g., through retail
outlets or via the Internet.

Some people argue that three other Ps should be added to the marketing mix, especially for
organizations that provide intangible services that are generally consumed at the time of
purchase and may depend on significant human input rather than tangible products:

People - those involved in the delivery of services to consumers; for example, staff serving in a
restaurant are as important as the food on the plate.

Process - how will you deliver the services offered?

Physical evidence - what premises (such as factories and offices), or other tangibles do you
need?

Senior managers can control the elements of the marketing mix to keep ahead of competition.
The marketing mix can vary at different times throughout the product life cycle.

Product life cycle

Some products have a very long lifespan, requiring a series of different marketing mixes. For
example, the price may be reduced, or advertising might be increased at times when sales are
declining. Other items go out of fashion quickly. The product life cycle is the path of a product
from the very beginning through to withdrawal from the market, with six separate stages:

Research and development (R&D) - market research is carried out and the product's technical
feasibility tested before the product is put on the market.

Introduction or launch - emphasis is placed on promotion to build up product awareness,

encouraging interest in its features and benefits and creating a desire to buy it.

Growth - sales grow rapidly as most customers are aware of the product, many have tried it
and are starting to develop customer loyalty.

Maturity - sales levels are maintained and the product has an established place in the market.
Competition may become very intense.

Saturation - supply is plentiful and it is difficult to find new customers.

Decline - sales of the product have fallen. They are not covering the manufacturing costs and
the product is therefore unprofitable. The well-prepared business will have a second product
ready for introduction to the market to replace the declining product.