14. Compile as many words as you can with the letters of the word serendipitiously

Remember: this is not a burden, but a great opportunity to revise your active vocabulary!

15. What is meant here? Read and discuss the following sayings with your partner.

– Life is a great big canvas. Throw all paint on it you can.

Danny Kaye

– You cannot have everything. Where would you put it?

Steven Wright

______________________________________________________Lesson 11

1. Read the text some sources to consider for market research

1. When you decide to conduct your own market research better use the sources that proved to be applicable and accessible. Here are some of such sources to consider for a market research:

• Potential customers, both end-users and buyers or distributors (if you are in a wholesale business).

• Potential suppliers.

• Businesses related geographically or by product line.

• Similar businesses serving different cities.

• Banks, real estate agents, universities, *local or regional chambers of commerce¹, merchant groups, or others observing the local economy.

• Competitors.

2. Suppliers, distributors, and *independent sales representatives² can give a great deal of information about industry trends and what your competition is doing without confidentiality. Because *they are in touch with market³, these individuals know which products and services are in demand.

3. Learn from other businesses. Likewise, those in related businesses often know about conditions affecting the company. For example, if you are considering locating a retail store in a mall, managers of other mall shops can give you a realistic idea of foot traffic, slow periods, and shopper demographics.

4. Try talking to people who are in the same type of business as yours in a different city; they are an excellent source of information, especially for retail or service enterprises. If you are starting an office machine repair company in San Antonio, Texas, you might arrange to meet with a similar company in Houston. Since you will not be competing with Houston businesses, they may be very helpful in providing information not only on marketing but also on operations and financial considerations.

5. In addition, large banks and universities frequently maintain information about the health of the local economy and particular industries. They are a good and reasonably reliable source of future-growth forecasts. Don’t overlook real estate agents. They often have more up-to-date information about neighborhood trends than any other source.

6. Talk to your competitors. Sometimes you even talk to your competitors. In certain professions and in those instances where there is more work than the market can handle, your competitors may be willing to talk with you directly and openly. In other cases you need to use less direct ways of approaching them.

7. However, be careful not to use illegal or unethical methods of dealing with your competitors; not only it is wrong, but you’d be surprised at how such activities can come back to haunt you. Today’s competitor may one day be a source of referrals, and possibly, *in a merger⁴ or acquisition, it could end up owning your company.

2. Explanations to the text

1 ... local or regional chambers of commerce – мecтныe или peгиoнaльныe

тopгoвыe пaлaты.

2. independent sales representatives – независимые торговые представители

(сетевой маркетинг)

3 ... they are in touch with market – oни cвязaны c pынкoм.

4. ... in a merger ... – пpи cлиянии (тopгoвoм или пpoмышлeннoм).

3. Key vocabulary / expressions

acquisition [әkwi´zin] – n приобретение

be in demand [di´m:nd] – требоваться

consider [kәn´sidә] – n обдумывать

distribution center – оптовая база

haunt [ho:nt] – n преследовaть

overlook – n смотреть cвepxy (нa чтo-либo, кого-либо), пренебрегать

retail [ri´teil] – n розничная пpoдaжa

wholesale [houlseil ] – оптовая торговля

4. Phonetic drill.

Read the words paying attention to the stress (See Phonetic Appendix)

apply, identify, clarify, justify, supply, simplify; entity, body, strategy, prohibitively, completely, lovely, essentially, really, library.

5. Prepositional phrasal verbs

Translate the sentences keeping in mind that the prepositions after the verbs change their usual meaning

come

1. I come across a very interesting book in the library.

2. Do you think your plan will really come off?

3. She was beginning to come round.

4. We’ve come up a serious problem, I’m afraid.

5. The spring flowers have come out and made the garden look lovely.

6. When he came to after his accident, he couldn’t even realize where he was.

7. Can I come round to see you next week?

6. Find in the text international words and make your own sentences with them.

7. SPEAKING PRACTICE.

7.1 Discuss the topics with your partner using the vocabulary of the lesson. The definition below may help you in the discussion.

1. What is a wholesale business? a retail business?

2. How do you understand the word combination “mall shop”?

3. Do you agree with the definition from The New Merriam-Webster Dictionary

(America’s #1 Paperback Dictionary):

“Mall is an urban shopping area featuring a variety of shops surrounding a

concourse”?

7.2 Let’s talk about Famous people of the English-speaking countries:

1. What famous people from the English-speaking countries do you know?

What are they famous for?

2. What interesting books by English-speaking writers have you read?

What story is your favourite?

3. Do you know any poem written by an English-speaking poet by heart?

4. Which of the modern powerful politicians in England, the USA or any other

English-speaking country you like most?

5. Have you seen any painting by an English-speaking artist?

Where have you seen it? In what museum was it?

7.4 Translate the sentences paying attention to Gerund. Use the phrases in your topic

1. What I really like is finding out about different cultures.

2. The thing I love most is sightseeing.

3. The best thing for me is socializing with my friends.

7.4 Discuss the topic Famous People of the English-speaking countries with your partner. You can discuss such topics as Famous writers, politicians, artists, poets, inventors, scientists, architects, etc.

7.5 Get prepared to make a report on the selected topic.

8. Word formation (Different ways to construct the words or new notions)

8.1 Translate the following words having in mind that the meaning of the prefix re- is заново, снова, еще раз

re-examine, refocus, reform, re-establish, refuel, reformation, rehear, rejoin, reinsure, reprint., remake, restructure, recover, rediscovery, reconstruct.

8.2 Translate the given words keeping in mind that the prefix non- means отрицание или отсутствие чего-л.

non-effective, non-inflammable, non-aggressive, nonresistance, non-productive, non-alcoholic, nonreturnable, nonforgiving, non-military, nonsense.