- •Бизнес-лексика Рабочая тетрадь
- •Предисловие
- •Unit 1. Company structures
- •1. Complete the passage below using the appropriate words or phrases from the box.
- •2. Answer the questions to the text about Philips on page 6 of the Student’s Book of New Insights into Business (nIiB sb).
- •3. Read the text «Colgate-Palmolive Company» on page 9 of nIiB sb and frame questions to which the following words and phrases provide the answers.
- •Unit 2. Recruitment Key Concepts
- •1. Complete the passage below using the appropriate words or phrases from the box.
- •2. Answer the following questions to the text on page 16 of nIiB sb.
- •3. Read the text “Interview assessment” on page 20 of nIiB sb and frame questions to which the following words and phrases provide the answers.
- •4. Listen to the monologue “Getting an Interview” and commentaries coming after it. Give English definitions to the words and expressions in bold print. Answer the questions. Getting an Interview
- •Interview Panel Checklist
- •Unit 3. Retailing Key Concepts
- •1. Complete the passage below using the appropriate words or phrases from the box.
- •2. Answer the questions to the text “Richer Pickings” on page 27 of nIiB sb.
- •3. Read the text about Sephora on page 28 of nIiB sb and frame questions to which the following words and phrases provide the answers.
- •4. Listen to the monologue “Holiday Promotions” and commentaries coming after it. Give English definitions to the words and expressions in bold print. Answer the questions. Holiday Promotions
- •Unit 4. Franchising Key Concepts
- •1. Complete the passage below using the appropriate words or phrases from the box.
- •2. Answer the questions to the text “One day in my life” on page 36 of nIiB sb.
- •3. Read the text below and put questions to the underlined words and phrases. McDonalds Logo
- •Unit 5. International business styles Key Concepts
- •1. Complete the passage below using the appropriate words or phrase from the box.
- •2. Answer the questions to the text “Learning to cope with corporate culture clashes” on page 46 of nIiB sb.
- •3. Read the text “Gift giving in the international business context” on page 48 of nIiB sb and frame questions to which the following words and phrases provide the answers.
- •5. Read the article “How to do business in Russia” and fill in the numbered gaps (1-8) with the appropriate paragraph headings (a-h) from the list below.
- •How To Do Business in Russia
- •Unit 6. Banking Key Concepts
- •1. Complete the passage below using the appropriate word or phrases from the box.
- •2. Answer the questions to the text “Picture the scene” on page 58 of nIiB sb.
- •3. Read the text about Jane Sadler on page 60 of nIiB sb and frame questions to which the following words and phrases provide the answers.
- •5. Listen to the monologue “Tough Negotiations” and commentaries coming after it. Give English definitions to the words and expressions in bold print. Answer the questions. Tough Negotiations
- •6. Fill in the gaps in the text with the following words.
- •How banks work
- •7. Solve the crossword puzzle.
- •Unit 7. Business and the environment Key Concepts
- •1. Complete the passage below using the appropriate words or phrases from the box.
- •2. Answer the questions to the text “Proven environmental commitment helps create committed customers” on page 67 of nIiB sb.
- •3. Read the text about Patagonia on page 68 of nIiB sb and frame questions to which the following words and phrases provide the answers.
- •5. Listen to the monologue “Garage Sales” and commentaries coming after it. Give English definitions to the words and expressions in bold print. Answer the questions. Garage Sales
- •7. Read the text “Tips For an Environmentally Friendly Business”. Fill in the spaces (1-8) with missing headings from the list given below (a-h). Tips for an Environmentally Friendly Business
- •Unit 8. The stock market Key Concepts
- •Supplementary Vocabulary
- •1. Complete the passage below using the appropriate words or phrases from the box.
- •2. Answer the questions to the text “Europeans Log On To Investment Fever” on page 76 of nIiB sb.
- •3. Read the text about Janis Williams on page 77 of nIiB sb and frame questions to which the following words and phrases provide the answers.
- •5. Listen to the monologue “The New York Stock Exchange”, give definitions of the words and expressions in bold print, answer the questions below.
- •6. Read the text “The truth behind Stock market trading” and fill in the gaps (1-6) with the headings (a-f) given below. The Truth Behind Stock Market Trading
- •Unit 9. Import - export Key Concepts
- •Supplementary Vocabulary
- •1. Complete the passage below using the appropriate words from the box.
- •2. Read the text “Profile: Barco of Belgium” on page 87 of nIiB sb and answer the following questions.
- •3. Read the text about Peugeot on page 88 of nIiB sb and frame questions to which the following words and phrases provide the answers.
- •Importing and Exporting Goods
- •6. Read the text “Importing From China” and fill in the blank spaces (1-5) with the headings (a-e) given below.
- •Importing From China
- •Unit 10. Company performance Key Concepts
- •Supplementary Vocabulary
- •1. Complete the passage below using the appropriate words or phrases from the box.
- •2. Read the text “Anatomy of an annual report” on page 98 of nIiB sb and answer the questions.
- •6. Listen to the monologue “Making a Presentation”, give definitions of the words and expressions in bold print, answer the questions below. Making a Presentation
- •7. Read the text “Writing a Nonprofit Annual Report” and fill in the blank spaces (1-7) with the headings (a-g) given below. Writing a Nonprofit Annual Report
- •Unit 11. Setting up a business Key Concepts
- •Supplementary Vocabulary
- •1. Insert correct types of business structures from the box into the spaces in the following descriptive examples.
- •2. Read the text “The idea man” on page 108 of nIiB sb and answer the following questions.
- •3. Read the text about Andrew Klein on page 110 of nIiB sb and frame questions to which the following words and phrases provide the answers.
- •5. Listen to the monologue “Being an Entrepreneur”, give definitions of the words and expressions in bold print, answer the questions below. Being an Entrepreneur
- •6. Read the dialogue “a Business Plan”. Guess the missing words by their definitions below. Listen to the dialogue and check your answers. A Business Plan
- •Unit 12. Corporate alliances and acquisitions Key Concepts
- •Supplementary Vocabulary
- •1. Insert correct types of alliances from the box into the spaces in the following descriptive examples.
- •2. Read the text “When egos collide” on page 118 of nIiB sb and answer the questions.
- •3. Read the text “Effects of m&a on management” and put questions to the italicized words and expressions. Effects of m&a on management
- •Unit 13. Marketing Key Concepts
- •Supplementary Vocabulary
- •1. Complete the passage below using the appropriate words or phrase from the box.
- •2. Read the text “Hello to the good buys” on page 126 of nIiB sb and answer the questions.
- •3. Read the text about market research on page 128 of nIiB sb and frame questions to which the following words and phrases provide the answers.
- •Viral Marketing
- •Unit 14. Product and corporate advertising Key Concepts
- •Supplementary Vocabulary
- •1. Complete the passage below using the appropriate words or phrases from the box.
- •2. Read the text “Sacrilege” on page 136 of nIiB sb and answer the questions.
- •3. Read the article and give an annotation of it in English. Маркетинг компании «Бенеттон»
- •5. Translate the following slogans from Russian into English.
- •6. Translate the following slogans from English into Russian.
- •Introducing a New Product
- •Unit 15. The business media Key Concepts
- •Supplementary Vocabulary
- •1. Complete the passage below using the appropriate words from the box.
- •2. Read the text “a Man and his Information Machine” on page 145 of nIiB sb and answer the questions.
- •3. Read the text about Noah Samara on page 147 of nIiB sb and frame questions to which the following words and phrases provide the answers.
- •6. Read the text “Closed Offices vs Open Plan Layout” and mark the statements coming after it as t (True) or f (False).
- •Closed Offices vs Open Plan Layout
- •Список рекомендованной литературы
- •Приложения
- •Содержание
- •430027, Г. Саранск, ул. Транспортная, 17
- •431440, Г. Рузаевка, ул. Трынова, 67а
1. Complete the passage below using the appropriate words or phrases from the box.
to target corporate advertising publicity public relations
media product advertising image
1 is an important part of the marketing mix. It is used to increase sales by making the product or service known to a wider audience and by emphasizing its superior qualities. A company can advertise in a variety of ways, depending on how much it wishes to spend and the size and type of audience it wishes 2 . The different 3 for advertising include television, radio, newspapers, magazines, the Internet and direct mail. The design and organisation of advertising campaigns is the job of an advertising agency.
4 is not directly concerned with increasing sales of products or services but more with the overall 5 a company wants to present to the public. 6 experts specialise in organising actions and events which generate positive 7 for companies. Original advertising campaigns can sometimes also get some extra publicity for the company by way of newspaper articles and/or TV and radio reports about the campaign.
2. Read the text “Sacrilege” on page 136 of nIiB sb and answer the questions.
1. Why was Volkswagen Golf poster considered a sacrilege by the Catholic Church followers? 2. What was the presumption of VW’s advertising agency? 3. What was DDB’s retracting the posters supposed to show? 4. Why did shocking ads become more popular with advertisers? 5. What kind of philosophy has dominated advertising since its inception but doesn’t seem to work right now? 6. What can the ads deal with in order to be popular these days? 7. What can’t you do with the images of faith, according to Virginia Valentine? 8. What do clients ask agencies pitching for their business to demonstrate? 9. What is the simplest way to get additional media coverage – both positive and negative? 10. What is the only real taboo in advertising? 11. What was VW’s mistake in advertising style, according to Leon Jaum? 12. Which features differentiate young consumers of today?
3. Read the article and give an annotation of it in English. Маркетинг компании «Бенеттон»
Компания известна своей спонсорской деятельностью в области спорта, а также провокационными и оригинальными рекламными кампаниями под девизом «публичность United Colors». Последний возник, когда фотограф Оливьеро Тоскани получил карт-бланш на управление маркетингом Benetton Group. Под руководством Тоскани были организованы рекламные акции, которые содержали яркие изображения, не связанные с какой-либо фактической продукцией компании.
Так появились объявления на рекламных щитах, включающие в себя изображения разнообразных шокирующих сцен, таких как умирающий человек (активист Дэвид Кирби умирает от СПИДа), окровавленное немытое тело новорожденного ребенка с еще не перерезанной пуповиной (umbilical cord), две спаривающиеся (copulating) лошади, макрофотографии татуировок, коллаж, состоящий из половых органов лиц различных рас, священник и монахиня, готовящиеся к поцелую, фотографии заключенных в камерах смертников (convicts in condemned cells) и окровавленные брюки и футболки солдат, погибших в боснийской войне. Логотип компании служил только текстом, сопровождающим изображения в большинстве из этих объявлений.
(http://ru.wikipedia.org/wiki/Benetton_Group)
4. Listen to the dialogue “Outdoor Advertising” and commentaries coming after it. Give English definitions to the words and expressions in bold print. Learn the dialogue by heart and dramatise it with a classmate.
Outdoor Advertising
Kam: Okay, the purpose of our meeting today is to listen to some ideas for our new advertising campaign. Gina, take it away.
Gina: Thanks, Kam. I’m going to talk today about outdoor advertising. I know that it’s a new area for us and it hasn’t been on our radar in the past, but I know it’ll work well for our new campaign.
Kam: Can we talk specifics?
Gina: Sure. There are several types of outdoor advertising. One is the billboard, both the traditional kind and the digital ones. Advertising on ones in high-traffic areas will give us a lot of exposure. To get even more exposure all over town, we can use mobile advertising.
Kam: You mean advertise on buses?
Gina: Yes, more and more, products are being advertised on buses and cars. These wraps can also be put on the side of buildings and other structures. There really are a lot of outdoor advertising options, from bench ads to skywriting.
Kam: That’s all very interesting, but which of these methods do you recommend?
Gina: I think we should use all of them – blanket the city with our new ads.
Kam: All of them?
Gina: Yes, all of them. You know what they say: “Go big or go home.”
(From ESL Podcast 652.)