- •Read the following text and be ready to summarise the main idea. Text I. Brand Management
- •II. Answer the following questions:
- •III. Match each word in the left box with a word in the right box to form ten common marketing expressions. Then use these expressions to complete the sentences that follow. Text 1 will help you.
- •IV. Complete each sentence with the correct form of the underlined word. In some cases, you will need to use the negative form.
- •V. Read the text and point out the main ideas which are discussed in it. Text II. Be Nice and Smile If You Want to Hire a Hungarian Manager
- •VI. According to the text, are the following statements true or false?
- •VII. Match the words from the text with their definitions.
- •VIII. Read Text 2 and be ready to complete the following task:
- •I. Before you listen, discuss this opinion from an executive in the advertising industry.
- •I. Speak out:
- •II. Role-play: Meeting
- •Unit 2 human resources
- •Read the text and find the answers to the following questions:
- •Text 1. Head-hunters. Bait for the Head-hunters
- •II. Read paragraphs 3 - 7 from text 1 and complete the following record card.
- •What do the underlined words in the following sentences from Text 1 mean? Choose appropriate substitutes from the list.
- •V. Read the text and find three examples of problems that may have a negative impact on your career. Text II. Looks: Appearance Counts With Many Managers
- •VI. According to the text, are the following statements true or false?
- •VII. Match the words from the text with their definitions.
- •VIII. Complete the following passage about the role of head-hunters in business, using words from the previous exercise. Change the form of the words where necessary.
- •I. In this interview, you will hear Francis Wilkin, an Executive Search Consultant at Russell Reynolds Associates, talking about his job. Listen and take notes under the following headings:
- •II. Listen again and answer the following questions. Francis Wilkin mentions the following figures. What do they relate to?
- •1. Prepare your Curriculum Vitae and the letter of application which you would send to a company you would like to work for.
- •Useful language
- •Reading
- •I. Read the following text and be ready to summarise the main idea. Text 1. Giant Leap Forward For The Sportswear Outsider
- •II. Answer the following questions:
- •III. Match the word from column a with its explanation in column b:
- •V. Read the text and point out the main ideas which are discussed in it. Text II. Adidas Earns Fashionable Stripes
- •VI. According to the text, are the following statements true or false?
- •VII. Read text 2 attentively and finish the statements choosing the best variant.
- •VIII. Find the words and phrases in text 2 corresponding to the following definitions:
- •II. Read the following information and discuss the questions that follow. Endorsements
- •Reading
- •Read the text and express your opinion about ethical measures which were mentioned in it. Text 1. Ethics Come Into Fashion
- •Read the following sentences and decide which of them reflect the context of the text. Find the proof in the text.
- •III. Answer the following questions:
- •IV. Find in the text the English equivalents to the following words and create your own sentences using them:
- •V. Read the following article and summarize the main recommendations for running a successful business meal. Text II. Choosing The Wrong Meal Can Ruin a Big Deal
- •VI. Read text II attentively and fill in the gaps in the following sentences. Be sure you’ve used the right form of the word.
- •VII. Read the following statements, which are based on text II contents and agree or disagree. Set your arguments.
- •VIII. Match the words from the text with their definitions.
- •I. Speak out:
- •Case study
- •II. Role-play: Interview
- •As Annabel Kingstone, write a letter of complaint to ptc.
- •As ptc's customer liaison officer, write a reply to Annabel Kingstone's letter of complaint.
- •As one of the reporters on the ptc/Annabel Kingstone story, write the article for the Porchester Gazette. Unit 5
- •Useful language
- •II. Read the text carefully and then recollect the facts about advertising campaigns of the following brands. While summarising try to use your background knowledge.
- •III. According to the text, are the following statements true or false?
- •IV. Complete the following summary. You should use both words and word-combinations from the text. Make sure you use the right form of the word.
- •Read the following text and be ready to summarise the main idea. Text II. Marketers Take Advantage Of The Information Age
- •Read text II attentively and decide which of the following statements refer to the contents.
- •Complete the following statements choosing the right variant:
- •Match the words from the text with their definitions.
- •I. You are going to hear Stella Beaumont, Advertising Planning Manager at The Guardian, talking about pan-European advertising. Listen and take notes under the following headings:
- •II. Use your notes to draft some guidelines on pan-European advertising.
- •I Speak out:
- •Case study
- •Gateau plc: Advertising Campaign
- •As a manager of one of London's biggest railway stations you receive the following letter from Eclair. Write a correctly laid-out reply, inventing any information you wish.
- •Unit 6 Meetings
- •I. Read the text and be ready to summarise the main ideas. Text I. Make Meetings Work For You
- •Running a meeting
- •Attending a meeting
- •II. Scan the text one more time and then complete the following chart with the appropriate facts from it.
- •III. Recollect the main points from text 1 and then choose which statements are true and which are not:
- •IV. Complete each sentence with the correct form of the given word. Remember, you should choose the correct derivative in most cases.
- •V. Read the text and point out the main problems that may lead to unpleasant situations while holding an international meeting. Text II. Pitfalls Of International Meetings
- •VI. Read text II and note the key points under the following headings:
- •VII. According to the text, are the following statements true or false?
- •VIII. Match the words from the text with their definitions.
- •I. You are going to hear Roger Middleton, Legal Director and Company Secretary at Grand Metropolitan, talking about meetings. Listen and take notes under the following headings:
- •II. Using information from Text I and Listening, draw up a set of guidelines entitled "How to hold a successful meeting". It may help you to think in terms of the following areas.
- •Speak out:
- •Case Study
- •II. Role-play: Meeting
- •Role-cards for ead meeting
- •I. Use your notes from Listening to write the minutes of the meeting between Frank, Derek, Jordan and Jennifer Walton.
- •Work with a partner to discuss the following questions:
- •I. Read the first part of the text and summarise the main points as a list of guidelines on negotiating. Text 1. The Art Of Negotiation
- •II. Read the second part of text I and discuss three main guidelines. Some hints on negotiating
- •III. Answer the following questions:
- •IV. Complete the following sentences with an appropriate word from the list. Make sure you use the correct form.
- •VI. Read the advertisement and complete the following recruitment file after it. Text II. Sales Negotiator What Price Sales Success?
- •Job specification
- •Person specification
- •VII. According to the text, are the following statements true or false?
- •VIII. Match the words from the text with their definitions.
- •IX. Complete each sentence with the correct form of the word. Advancement; critical to; competitive; acumen; clear; negotiating; pressure; rapidly; to be capable of; package; fuels.
- •I. In this interview, you will hear Siobhan Quinn, Sales Manager at Texaco, talking about negotiating. Listen and check whether the following statements accurately reflect what she says.
- •II. Listen again, and make notes under the following headings and subheadings.
- •I. Speak out:
- •II. Role-play: Negotiation
- •Role-card for Sales Director, Island Silks
- •Role-card for Chief Buyer, Trendsetters Inc.
- •I. As Sales Director at Island Silks, write a follow-up letter to the Chief Buyer at Trendsetters Inc. To confirm the points agreed in your negotiation.
- •Useful language
- •I. Read the text and point out the main ideas which are discussed in it. Text 1. Gender Politics
- •II. Answer the following questions:
- •III. According to the text, are the following statements true or false?
- •IV. Match the words from the text with their definitions.
- •V. Read text II and try to explain what you should do and what you shouldn’t do when making a presentation?
- •1. Spend as little time as possible.
- •2. Try to make your presentation look like everyone else's.
- •3. Try to cram as much stuff on each slide as possible.
- •4. Add as many animations and sound effects as you can.
- •VI. Answer the following questions:
- •VII. Match the words from the text with their corresponding synonyms.
- •VIII. Complete each sentence with the correct word.
- •I. Speak out:
- •Useful language used in presentation
- •Introducing the topic
- •II. Role-play: Presentations.
- •Response 400 Complete sophistication made simple
- •I. Write a promotional leaflet for The Witness.
- •Write a letter of complaint about any damaged item you want and demand your good to be refunded.
I. Speak out:
a) Explain the two meanings in the following slogans and tell why the companies use the slogans with double meaning.
1. "We'll give you sound advice." (hi-fi store)
2. "We offer you a good deal." (bank)
3. "Make a snap decision." (camera shop)
4. "Sea for yourself." (Royal Navy recruitment advertisement)
b) Comment on how effective spending a lot of money for developing slogans to promote products can be for a company success on the market?
II. Role-play: Meeting
Work in groups of four as two pairs, one pair playing Pierrer and Silvana, the other pair playing the account executives from the advertising agency. Read your role-cards and prepare for the meeting. When you have held your meeting, meet back as one group and compare your ideas.
Pierre and Silvana
Prepare for the meeting by thinking about your objectives (stronger brand image, increased consumer awareness, quicker growth in the UK, expansion into Europe). Try to come up with ideas for new packing (people say it's dull), an attractive logo, and some catchy slogans for any advertising you decide to do — you will then be able to get the agency's reactions to them. Find out if agency has other suggestions for marketing your products too.
Account executives You know that Pierre and Silvana want Silvana Chocolates to grow faster and expand into Europe as soon as possible; they know they need a more clearly defined brand image and a proper campaign to increase consumer awareness. They will expect you to have ideas on new packaging (the present packaging is very dull). They will also need a logo, and some suggestions for slogans, since you feel advertising will be an important part of their marketing plan. Other proposals for marketing their chocolates, such as special promotions, would also be well received. |
Writing
Write your answers to the following questions in the form of discussion. (About 350 words).
1. In your opinion, what should be the main objectives of a company?
2. What is a "cultural barrier"? Have you ever been in a situation in which a difference in culture created a problem? Explain.
Unit 2 human resources
Lead-in
Work with a partner to discuss the following questions:
What is a 'head-hunter'?
How do you understand the term 'executive search consultant'?
What other recruitment methods can you think of?
What are the advantages and disadvantages of each one?
Do you think that top managers should be paid more than other employees?
Does the problem of the brain-drain common for Russia?
Useful language
-
a head-hunter
охотник за кадрами
a whiz-kid
маленький гений
a chief executive
президент
manufacture responsibility
ответственность производителя
recruitment
поиск, набор новых сотрудников
skills
навыки
background
образование, опыт, происхождение
qualities
качества
highly-respected mentor
высокоуважаемый наставник
CV
краткая автобиография
target search
целевой поиск
employer
работодатель
employee
служащий
current position
настоящая должность
operations director
торговый (финансовый) директор
brain-drain
«утечка» мозгов
human resource accounting
учет трудовых ресурсов
economically active population
экономически активное население, рабочая сила
HRMS (Human Resource Management System)
система управления персоналом
personnel administration occupations
специальности, связанные с управлением персоналом
labour power
рабочая сила
Reading