Unit 5. Product development and plannig Active Vocabulary

a new product-новый продукт

overwhelming-овладевание, переполнение

an adaptation- адаптация, приспособление

a modification-модификация, видоизменение

an innovation-инновация, новшество

a small business-небольшой (маленький) бизнесс

a patent-патент

market research-исследование рынка

an unreasonable price-неразумная, нереальная цена

an inadequate promotion-недостаточное рекламирование

a poor selling method

to be profitable-быть выгодным (прибыльным)

TEXT

The number of new products coming into the market of western countries every уear is overwhelming. The majority of these products are not new, but adaptations. Only few products are really original or innovations. For instance a clock-television is an adaptation, but TV-set and refrigerators were innovations.

A great number of innovations and adaptations are designed, produced and marketed by small business. Very often a new product is formed on the basis of the new business. Sometimes there is a patent to make the business more successful. But it happens very often that the market research hasn't been done carefully.

Even when larger scale producers do more research and testing there is no sure success. A promising new product may be also robbed of success by unreasonable prices, inadequate promotion and poor selling methods. Generally less than one fifth of all new products turn out to be profitable.

Exercise 1. Questions on the text

1. What does the adaptation of a new product mean?

2. Are many products really original or innovations?

3. When can a new product be profitable?

4. What does the success of a new product depend on?

Exercise 2. Dialogue

Don: Hi, Maurice. Glad to meet you. You look very busy this morning. There are so many statements on your table.

Berg: Oh, Don, This is the end of the year. The accounting department is very busy.

Don: I know. What are you busy with?

Berg: I am busy with some records and statements.

Don: So, how is business?

Berg: I think the company is doing very well.

Don: Good. Why are you sure of it?

Berg: Well, the balance sheet and profit and loss statement are ready. It is the end of the fiscal year. So everybody can check out the assets and liabilities, net worth and profit position of the company in the financial statements.

Don: I see. As for me, I am busy with product development and planning.

Berg: So, how is business?

Don: It is hard to say. Even a promising new product may be robbed of success by unreasonable prices, inadequate promotion and poor selling methods. We have to do our research market.

Berg: You are right. Good luck.

Exercise 3. Choose the necessary word and put it in the sentence.

1. The majority of products are not new, but....

2. A great number of innovations and adaptations are........... by small business.

3. There is a ... to make the business more successful.

4. Many producers ... market.

(motivation, adaptations, a patent, designed, produced, marketed, research).

Exercise 4. Give Russian equivalents to the following words:

majority

to exist

refrigerator

carefully

to be robbed

to be busy

unreasonable prices

research

statement

to look busy

as for me

to depend on

Exercise 5. Find the word

Across:

4) The __________ of these products

6) a __________ to make the business more successful

7) everybody can ___________ out the assets and liabilities

9) produced and marketed by small ____________

Down:

1) a ___________ has been made

2) inadequate ___________

3) the ____________ of western countries

5) a clock-television is an ____________

8) is formed on the ___________ of the new business

10) there is no sure ______________

										1
								2
						3
					4
				5
			6							7
		8
9						10

Exercise 6. Find five words to each column according to the place of the stress in these words:

I	II	III
■□□	□■□	□□■

Exercise 7. Make sentences using the first and the second column:

1. If I go on a diet	a. we'll make a snowman
2. If it's sunny tomorrow	b. I'll buy you some chocolate
3. If John doesn't hurry	c. she'll have to take a taxi
4. If it snows	d. I'll lose weight
5. If there sre no buses	e. he'll be late
6. If you are a good girl	f. we'll go for a picnic

Exercise 8. Make conditional sentences using a material of the left and right columns which would reflect your relation to a situation.

For example: Daniel had fallen ill. put on coat / catch cold

Daniel wouldn't have caught cold if he had put on coat.

1. Nick has broken his leg.	climb ladder / break his leg
2. Mr. Davidson had got a smashed car.	drive carefully / avoid accident
3. John Smithson was the second in the competition.	run faster / win the race
4. Chris has cut his finger.	play with knife / cut finger
5. Mary has got a terrible headache.	have headache / take aspirin
6. Mrs. Claydon has nothing left for supper.	leave fish on the tablet / cat eat it

Exercise 9. Make conditional sentences

1. He is busy and does not come to see us. If ... .

2. The girl didn't study well last year and received bad marks. If ... .

3. He broke his bicycle and so he didn't go to the country. If ... .

4. He speaks English badly: he has no practice. If ... .

5. I had a bad headache yesterday, that's why I didn't come to see you. If ... .

6. The ship was sailing near the coast, that's why it struck a rock. If ... .

7. He was not in town, therefore he was not present at our meeting. If ... .

8. The pavement was so slippery that I fell and hurt my leg. If ... .

9. The sea is rough, and we cannot sail to the island. If ... .

10. They made a fire, and the frightened wolves ran away. If ... .

11. It is late, and I have to go home. If ... .

12. I was expecting my friend to come, that's why I couldn't go to the cinema with you. If ... .

13. He always gets top marks in mathematics because it is his favourite subject and he works a lot at it. If ... .

14. I didn't translate the article yesterday because I had no dictionary. If ... .

15. We lost our way because the night was dark. If ... .

16. The box was so heavy that I couldn't carry it. That's why I took a taxi. If ... .

Exercise 10. Make conditional sentences

1. The travellers had no camera with them, so they could not take photos of the beautiful scenery. If ... .

2. There was no sugar left, so we had to go to the shop late in the evening. If ... .

3. This house is very nice and comfortable, but it is not very good for living because it is situated close to a chemical plant and the air around is very bad. If ... .

4. He is an excellent specialist, but I can't ask his advice because I'm not acquainted with him. If ... .

5. You cannot enjoy this merry evening party because you have a toothache. If ...

6. You know the material well enough, but you are very absent-minded, and that's why you always make many mistakes. If ... .

7. You did not ring me up, so I did not know you were in trouble. If .. .

8. You left the child alone in the room, so he hurt himself. If ... .

9. They spent a year in the tropics, so they got very sun-tanned. If ... .

10. It rained heavily, so we got drenched to the skin. If ... .

11. Why didn't you watch the cat? It ate all the fish. If ... .

12. A huge black cloud appeared from behind the forest, so we had to turn back and hurry home. If ... .

13. We shall not go to see them because it is very late. If ... .

14. Naturally she was angry, because you were in her way. If ... .

Exercise 11. Choose the right form of the verbs to make conditional sentences

1. If I (to see) John, I (to tell) him your news.

2. He (to be) very pleased if it (to be) really true.

3. If you (to go) to town on Monday, you (to meet) my brother Tom.

4. If you (to need) help, my father (to help) you.

5. We (to have) a picnic lunch if the day (to be) fine.

6. If you (to ask) a policeman, he (to tell) you the way.

7. I (to finish) the job tomorrow if I (to can).

8. I (not / to require) an umbrella if it( not / to rain).

9. If she (to think) it over carefully, she (to form) a clear opinion.

10. If they (to catch) the bus now, they (to arrive) at half past nine.

11. He (to find) the answers if he (to look) at the back of the book.

12. If you ( to want) me to, I (to come) for a walk with you.

13. If he (to write) to her, she (to answer) at once.

14. If you ( to wait) a few moments, the waiter (to bring) your coffee.

15. He (to lose) weight if he (to stop) eating too much.

16. If she ( to be) patient, I (to try) to explain.

17. I (to wear) a purle tie only if I (to must).

18. If we (to leave) at once, we (to catch) the early train.

19. If he (to do) that again, his father (to punish) him.

20. If she (drink) this medicine, she (to feel) much better.

Exercise 12. Add following sentences.

1. You would know English better if …

2. I should have left Moscow yesterday if …

3. If I were you, …

4. If I had known that it was going to rain, …

5. I shall go for a walk, if …

6. I should lend you my textbook if …

7. If we had bought the tickets, …

8. If they were here, …

9. We should be glad if …

10. If he were younger, …

Exercise 13. Make the right choice.

1. If I knew his address, I ___ him.

►visited

►would visit

►had visited

2. If Sue ___ anybody the news, it won’t be a secret.

►tells

►had told

►told

3. If Tom ___ the bus, he would have come to the meeting on time.

►hasn’t missed

►missed

►hadn’t missed

4. If I see Jill, I ___ her to call you.

►would remind

►will remind

►has reminded

5 If I were you, I ___ the red dress.

►had chosen

►would choose

►choose

6. If she had been taking care of her health, she ___ ill.

►wouldn’t have fell

►didn’t fall

►wouldn’t have fallen

7 We will stay at this hotel provided it ___ much.

►doesn’t cost

►didn’t cost

►hadn’t cost

8 If Mark ___ for the job, he would have got it.

►applies

►will apply

►had applied

9 If it were not for the snow, we ___ a car to the cinema.

►can drive

►could drive

►could drove

10 If he had phoned me, I ___ him the home task.

►would have told

►would tell

►told

11 They’ll go to the restaurant if they ___ a table in advance.

►would reserve

►reserve

►reserved

12 If I found a purse, I ___ it back to the owner.

►would give

►had given

►will give