THE MARKETHING: SALES FORECAST AND FINANCIALINDICATORS

DIEGO ALEJANDRO GARCIA POLANIA

SERVICIO NACIONAL DE APRENDIZAJE “SENA”

GESTION DE MERCADOS
2020
THE MARKETHING: SALES FORECAST AND FINANCIALINDICATORS

1. Escriba los principales conceptos descritos en la sección “let’s listen” y

“let’s read”, luego traduzca estos conceptos a español, a manera de
glosario.

BOCABULARY

WORD DEFINITION
It reflects the structure of a company
and has information regarding a
company’s as-sets liabilities and
1. BALANCE SHEET available capital. This information is
presented at the end of a re-porting
period or on an annual basis.

It indicates cash flow changes

2. CASH FLOW STATEMENT
(inflows and outflows) over a
particular period of time. The main
purpose of financial statements is to
provide information on a business
current financial position,
performance and changes in its
financial positions to a wide range of
users, in order to support and guide
management decision- making.

A is o called unit cost or average

cost, it is the cost for each unit of a
production. It is called average since
3. AVERAGE PRICE it is calculated by obtaining an
average based on fixed cost and
variable cost

Use in information to provide

4. FINANCIAL ANALYST services to clients (investors, credit
agencies).
need and assurance that loans
granted to a business and interests
5. CREDITORS on those loans will be paid on time.
 WORD DEFINITION
6. GOVERNMENT Use in information to allocate
INSTITUTIONS resources for statistical purposes
A financial ratio or indicator is a
relative magnitude of two numbers
selected from the financial statements
of a company. As the financial
statements themselves, it is used by
administrators or project stake
holders to interpret and evaluate
financial perform- mance. The
7. FINANCIAL INDICATOR OR financial performance indicators are
RATIO grouped into:
- Use
- Profitability
- Liquidity
- Financial structure
- Investment

It reflects the results of a Company

operation in terms of incomes,
8.INCOME STATEMENT expenses, profits and loss is over a
year or particular period of time a
project.
It is a Price that is above its
equilibrium point. Once again, the
9. HIGHEST PRICE Price does not drop means that there
are enough consumers willing to pay
the high price.
It is a Price that is above its
equilibrium point. Once again, the
10. LOW PRICE Price does not drop means that there
are enough consumers willing to pay
the high price.
Responsible for day to day business
management. Need information on
11. MANAGEMENT financial situation of business, i.e.
current and expected situation in the
future.
Is the value given in exchange for
transfer of ow heirship as It’s the
essence of commercial transactions
Three main parties take part in the
12. PRICE process: the buyer the seller and the
competition.
Prices is the firs and more relevant
component of the classic “4 p’s” of

13. PUBLIC
14.SALES BUDGET
15. SHARE HOLDER
16. FISCAL AUTHORITIES
17. BUSINESS PARTNERS
A continuación se hará una lista con el significado en español de la palabras
definidas anteriormente, estas estarán enumeradas de misma manera que su
contraparte en inglés.
BOCABULARIO
PALABRA
1. BALANCE
marketing (price, product, placement
and promotion)
Business are part of the public. They
contribute to local economy employ-
ment, usage of local resources and
environmental preservation.
Information here is used to evaluate
such contribution.
It is the base is for making accurate
financial decisions and a good
planning process. Planning a budget
helps to
- Determine the production plan
to satisfy customer orders.
- Indicate the minimum required
quantities of raw materials,
machinery and staff.
- Facilitate the projection of the
financial statements, especially
cash flow.
Use information to assess
performance of the management.
Use information for evaluation of
taxes, including sales tax.
Suppliers selling goods need
information on security of their sales
and payments. Customers buying
goods need information on security
and stability of their purchases
DEFINICION
Refleja la estructura de una empresa
y tiene información sobre los
conjuntos de las empresas, pasivos y
capital disponible. Esta información
 se presenta al final de un periodo de
reportación o anualmente.
Indica los cambios en el flujo de caja
(entradas y salidas) durante un
periodo de tiempo determinado.
El objetivo principal de los estados
financieros es proporcionar
2. ESTADO DE FLUJO DE información sobre la situación
EFECTIVO financiera actual de una empresa, el
rendimiento y los cambios en su
posición financiera a una amplia
gama de usuarios, con el fin de
apoyar y guiar la toma de decisiones
de gestión.
También llamado coste unitario o
coste medio, es el costo por cada
unidad de producción, se le
3. PRECIO PROMEDIO denomina promedio ya que se
calcula al obtener un promedio en
base a los costos fijos y los costos
variables.
4. ANALISTAS Utiliza la información para
FINACIEROS proporcionar servicios a clientes
(inversores, agencias de crédito).
5. ACREEDORES Necesitan una garantía de que los
préstamos otorgados a una empresa
y el interés de esos préstamos se
pagaran a tiempo.
6. INSTITUCIONES Utiliza la información para asignar
GUBERNAMENTALES recursos con fines estadísticos.
7. INDICADOR O RATIO Es una magnitud relativa de dos
FINANCIERO números seleccionados de los
estados financieros de una empresa.
como los propios estados financieros,
es utilizado por los administradores o
las partes interesadas del proyecto
para interpretar y evaluar la
perfofinanciera – mance. Los
indicadores de rendimiento financiero
se agrupan en:
- Uso
- Rentabilidad
- Liquidez
- Estructura financiera
- Inversión.
8. DECLARACION DE LA Refleja los resultados de la operación
RENTA de una empresa en términos de
ingresos, gastos, ganancias y
pérdidas durante un año o un periodo
de tiempo particular de un proyecto.
9. PRECIO MAS ALTO Es un precio que se encuentra por
encima de su punto de equilibrio. Una
vez más, que el precio no baje quiere
decir que si hay suficientes
consumidores dispuestos a pagar el
precio alto.
Significa la cantidad más baja que un
10. PRECIO BAJO bien determinado a costado durante
un periodo de tiempo determinado.
Responsable de la gestión
empresarial diaria, necesidad de
11. GESTION información sobre la situación
financiera de los negocios, es decir,
la situación actual y esperada en el
futuro.
Es el valor dado a cambio de la
transferencia de la propiedad, ya que
es la esencia de las transacciones
12. PRECIO comerciales. Tres partes principales
participan en el proceso; el
comprador, el vendedor y el
concurso.
Las empresas forman parte del
público, contribuyen a la economía
local, el empleo, mantienen el uso de
13. PUBLICO los recursos locales y la preservación
del medio ambiente. La información
aquí se utiliza para evaluar dicha
contribución.
Es la base para tomar decisiones
financieras precisas y un buen
proceso de planificación. Planificar un
presupuesto ayuda a:
- Determinar el plan de
producción para satisfacer los
14. PRESUPUESTO DE pedidos de los clientes.
VENTAS - Indicar las cantidades mínimas
requeridas de materia prima,
maquinaria y personal.
- Facilitar la proyección de los
estados financieros,
especialmente el flujo de la
caja.
15. TENEDOR DE Utiliza la información para evaluar el
ACCIONES rendimiento de la gestión.
Utiliza la información para la
16. AUTORIDADES evaluación de impuestos, incluidos
FISCALES los impuestos sobre las ventas.
Los proveedores que venden vienes
necesitan información sobre la
 17. SOCIOS seguridad de sus ventas y pagos. Los
COMERCIALES clientes que compren vienes
necesitan información sobre la
seguridad y la estabilidad de sus
compras.

2. En la sección let’s write, organice las palabras y agrégalas en las

oraciones incompletas.
3. En la sección “vocabulary” escuche cuidadosamente cada definición.
Luego, escoja la mejor opción que defina cada concepto. Puede
escuchar el audio hasta tres veces. Al finalizar tome una captura de
pantalla con los ejercicios correctamente desarrollados y agréguelos al
documento.

a). It reflects the results of a company’s operation in terms of incomes,

expenses, profits and losses over a year or particular period of time of a
project.
 b). It reflects the structure of a company and has information regarding a
company’s as- sets, liabilities and available capital. This information is
presented at the end of a re- porting period or on an annual basis.

c). It indicates cash flow changes (inflows and outflows) over a particular period
of time.
d). A financial ratio or indicator is a relative magnitude of two numbers selected
from the financial statements of a company.

e). It is the basis for making accurate financial decisions and a good
planning process.
 4. Basado en la información contenida en el objeto de aprendizaje “Sales
forecast and financial indicators”, elabore un dialogo cuyo tema sea una
reunión de los directivos de una empresa planean el informe de
presupuesto. El dialogo debe tener por lo menos tres personajes y cada
personaje debe tener por lo menos 7 intervenciones.

CONVERSATION
Sales forecast and budget dialog
The dialog represents the meeting requested by the sales manager to
the employees to make the sales forecast for the month.
Mr. ARNOLD 1. Hello, good morning how is you.
CANDACE 1, DANIELLE 1, ANDY 1, good morning, excellent thanks.
Mr. ARNOLD 2, thank you for joining us in this meeting which will be of great
importance since we are going to carry out and study the forecast and sales
budget.
ANDY 2, yes Mr., we will work as a team to achieve the expected result.
CANDACE 2, of course, it is of great importance to have these points clear as
they will help us a lot to advance and achieve very good sales.
DANIELLE 2, should we have the forecast and budget ready for the next
meeting?
Mr. ARNOLD 3, it is correct, we must move forward with our project, it is
essential to start investigating our competition and analyze how we will achieve
more sales.
CANDACE 3, I would like to start with dividing the work according to.
AANDY 3, I will take care of the cost analysis and the competition and price.
DANIELLE 3, I will be in charge of making a plan of strategies for inventory
management.
CANDACE 4, I take care of the advertising.
Mr. ARNOLD 4, before starting we must take into account that it helps us make
a forecast and sales Budget.
ANDY 4, of course this clearly shows us the projected income, expenses,
investment, creditors, raw materials, this will inform us of the usefulness of our
business.
DANIELLE 4, this information is of great importance and we will work very hard
to have the best forecast and sales budget report.
CANDACE 5, ready guys in the forecast we must include administrative
expenses, sales expenses and tax payments since these are fixed expenses for
the company.
ANDY 5, from what I see there are many topics that are developed.
DANIELLE 5, yes a little but it is a pleasure to work with you today I begin to
plan strategies, I know they will be of great help.
Mr. ARNOLD 5, I agree with Angelica we must start working today, as a
recommendation it is important if you have any progress to communicate to
your team as they must present it at the meeting and everyone must knowledge
of all issues.
ANDY 6, we will be in frequent communication.
CANDACE 6, of course the best way is to work together and facilitate the
projection.
Mr. ARNOLD 6, we all know the importance of this project and it is necessary to
know the profit margin that it will have for the company and also develop
strategies to have better profits.
DANIELLE 6, we have a great responsibility to work as a team.
Mr. ARNOLD 7, I am glad that you have clear information and the importance
of each one I see you very committed to work I hope in the next meeting the
report thanks you very much.
CANDACE 7, thank you very much, Mr. Luis, and you colleagues, see you at
the next meeting.
ANDY 7, thank you very much until the next.
DANIELLE 7, see you soon see you later.