- •Практикум по закреплению
- •Unit I. Company Structures (sb, p. 4–13)
- •Vocabulary Notes
- •Task 1. Read the text on p. 6, translate it and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text:
- •Task 3. Do the company profile exercise on p. 9 (the Colgate – Palmolive Company)
- •Task 4. Give English equivalents for:
- •Task 5.
- •Task 6. Give Russian equivalents for these phrases:
- •Task 7. Translate from English into Russian without using a dictionary:
- •Task 8. Translate from Russian into English:
- •Unit 2. Recruitment (sb, p. 14–24)
- •Vocabulary Notes
- •Task 1. Read the text on p.16, translate it and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the texts:
- •Task 3. Use the appropriate tense forms and answer the questions:
- •Task 4. Give English equivalents for:
- •Task 5. Present simple and present continuous
- •Mindsteps™
- •Task 6. Give Russian equivalents for these phrases:
- •Task 7. Translate from English into Russian without using a dictionary:
- •Task 8. Translate from Russian into English:
- •Unit 3. Retailing (sb, p. 25–33)
- •Vocabulary Notes
- •Task 1. Read the text on p. 27, translate it and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text:
- •Task 3. Do exercises 2 and 3 on p. 28 and answer the questions:
- •Task 4. Give English equivalents for:
- •Task 5. Read the text about a controversial customer service programme at Safeway, a major American supermarket chain
- •A us Grocer’s Embrace of Customer Service
- •International Herald Tribune (adapted)
- •Task 6. Give Russian equivalents for the following phrases:
- •Task 7. Vocabulary Combine a word from a with one from b to match each of the definition below.
- •Task 8. Translate from English into Russian without using a dictionary:
- •Task 9. Translate from Russian into English:
- •Unit 4. Franchising (sb, p. 34–43)
- •Vocabulary Notes
- •Task 1. Read the text on p. 36, translate it and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text.
- •Task 3. Read these replies to some questions about The Sport Shoe franchising program, and complete the gaps with the phrases from the box.
- •Task 4. Decide if the following statements refer to the franchiser (fr), the franchisee (fe) or the information is not given in the text (ng).
- •Task 5. Vocabulary. Make nouns by adding a suffix (-ity, -ness, -ment, -tion) to the words below.
- •Task 6. Give Russian equivalents for the following phrases:
- •Task 7. Read and translate without using a dictionary:
- •Task 8. Translate into English:
- •Task 9. Translate into Russian. Use a dictionary if necessary. Franchising
- •Unit 5. International Business Styles (sb, p. 44–45)
- •Vocabulary Notes
- •Task 1. Read the text on p. 46, translate it and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text.
- •Task 3. Do exercise 2 on p. 48 (Gift giving).
- •Task 4. Read the following passage and choose the correct word from a, b or c to fill each gap.
- •Task 5. Find English equivalents in the text for:
- •Task 6. Language Focus
- •Task 7. Give Russian equivalents for:
- •Task 8. Translate into English using the vocabulary from the previous exercise
- •Task 9. Read and translate the text.
- •Unit 6. Banking (sb, p. 56–64)
- •Vocabulary Notes
- •Task 1. Read and translate the text on p. 58, answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text.
- •Task 3. Read the following advertisement for Citibank, a global banking group, and choose the best sentence (a-I) from the box below to fill in each of the gaps.
- •International Currency Accounts
- •24-Hour free telephone banking with CitiPhone Banking
- •Vocabulary
- •Task 5. Give Russian equivalents for the expressions below:
- •Task 6. Translate into Russian without using a dictionary:
- •Task 7. Summarizing the topic.
- •Types of banks
- •Task 8. Translate into English:
- •Unit 7. Business and the Environment (sb, p. 65–73)
- •Vocabulary Notes
- •Task 1. Read the text on p. 67, translate it into Russian and answer the following questions:
- •Task 2. Translate from Russian into English using the vocabulary from the text.
- •Task 3. Do exercise 1 on p. 68, complete the passage and answer the questions:
- •Task 4. Give English equivalents for:
- •Task 5.
- •Task 6. Now choose the most appropriate extract (a-f)from the previous task to fill in each of the gaps in the text below.
- •Task 7. Use the correct form of the words in the box to complete the sentences below.
- •Task 8. Read the story about Anita Roddick, the founder of the Body Shop, and choose the correct word from a, b or c to fill the gaps.
- •Task 9. Give English equivalents for:
- •Task 10. The passive
- •Task 11. Give English equivalents for:
- •Task 12. Translate into English:
- •Unit 8. The Stock Market (sb, p. 74–83)
- •Vocabulary Notes
- •Task 1. Read the text on p. 76, translate it and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text:
- •Task 3. До ex. 2 on p. 77 and answer the following questions:
- •Task 4. Give English equivalents for:
- •Task 5.
- •Vocabulary. Match the words and expressions in the box with the headings below.
- •Task 6.
- •Task 7. Add appropriate words from the text to these sentences:
- •Unit 9. Import-Export / International Trade (sb p. 84–95)
- •Vocabulary Notes
- •Глагол Существительное.
- •Task 1. Read the text on p. 87 and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text:
- •Task 3. Do exercise 2 on p. 88 and answer the following questions:
- •Task 4. Give English equivalents for the following:
- •Task 5. Reading
- •Casualties of the Trade Wars
- •Task 6. Choose the correct answer to complete the following statements about the text.
- •Task 7.
- •Vocabulary. Use the letters in brackets to from a word to complete each sentence.
- •Task 8. Language Focus
- •Task 9. Translate into English:
- •Task 10. Read the text and answer the questions: tariffs, customs, and nontariff barriers
- •Task 11. Summarizing the Topic.
- •International trade
- •Task 12. Questions for discussion.
- •Unit 10. Company Performance (sb, p. 96–103)
- •Vocabulary Notes
- •Task 1. Read and translate the text. On p.98 and answer the following questions:
- •Task 2. Translate into English using the vocabulary from the text:
- •Task 3.
- •Board Ousts*bmw Chief and His heir.
- •Task 4. Answer the following questions on the text:
- •Task 5.
- •Task 6. Give English equivalents for the following:
- •Task 7. Match up these words with the definitions below.
- •Task 8. Use the words from Task 7 in gaps to complete the text.
- •Unit 11. Setting Up a Business (p. 106–115) Types of ownership
- •Vocabulary Notes
- •Task 1. Read and translate the text on p. 108 and answer the following questions:
- •Task 2. Translate into English using the vocabulary from the text:
- •Task 3. Do ex. 3 on p. 110 and answer the following questions:
- •Task 4. Give English equivalents for:
- •Task 5. Read and translate the newspaper article and answer the questions: New Kids on the Business Block: Thatcher’s Enterprise Babes are Taking the Tycoon’s World by Storm
- •Task 6.
- •Task 7. Translate from Russian into English using the vocabulary from the text:
- •Task 8.
- •Vocabulary
- •Task 9. Read the text again and give English equivalents for the following phrases:
- •Task 10. Language Focus
- •Some tips on starting your own business
- •Task 11. Give Russian equivalents for the following phrases:
- •Unit 12. Corporate Alliances and Acquisions (sb, p. 116–124)
- •Vocabulary Notes
- •Task 1. Read and translate the text on p. 118 and answer the following questions:
- •Task 2. Translate into English using the vocabulary from the text.
- •Task 3.
- •Task 4. Give Russian equivalents for the following phrases:
- •Task 5. Read and translate the text «After the deal».
- •Task 6. Say whether the statements are true (t) or false (f) according to the text.
- •Task 7. Understanding expressions
- •Task 8. Read and retell the text about mergers and acquisitions.
- •Unit 13. Marketing (sb, p. 125–133)
- •Vocabulary Notes
- •Task 1. Read and translate the text on p.126 and answer the following questions:
- •Task 2. Translate into English using the vocabulary from the text:
- •Task 3. Do ex. 3 on p. 128 and answer the following questions:
- •Task 4. Give English equivalents for:
- •Task 5. Reported speech
- •Task 6. Translate into English:
- •Task 7. Read and translate the text «What is marketing?»
- •Task 8.
- •Unit 14. Product and Corporate Advesrtising (sb, p. 134–142)
- •Vocabulary Notes
- •Task 1. Read and translate the text on p. 136 and answer the following questions:
- •Task 2. Translate into English using the vocabulary from the text:
- •Task 3. Do exercise «Practice» on p. 139 «Coca-Cola and its advertising» and answer the following questions:
- •Task 4. Give English equivalents for:
- •Task 5. Read the following article and choose the best sentence (a-I) from the list below to complete each gap.
- •Task 6. Answer the following questions:
- •Task 7. Translate into Russian:
- •Task 8. Select the correct alternatives to complete the text.
- •Task 9.
- •Task 10.
- •Content
Task 2. Translate into English using the vocabulary from the text:
На очень конкурентном рынке услуг по автозаправке, очень трудно придумать стратегию маркетинга, которая могла бы вывести компанию далеко вперед от конкурентов.
Основной задачей маркетологов является поиск путей расширения бизнеса, часто посредством введения инновации и усовершенствованных подходов к осуществлению маркетинга.
Чтобы выделить свой брэнд в глазах потребителей, маркетологи проводят исследования новейшими методами, изучая модели поведения покупателей.
4. Чтобы превзойти ожидания своих клиентов, компания должна обеспечить им бесперебойную и легкую автозаправку посредством новых технических возможностей и усовершенствованных методов работы.
5. Результаты исследований четко показали, что потребители хотят три основных вещи: конкурентную цену, удобное месторасположение и хорошее качество бензина.
6. В течение нескольких лет компания разрабатывала подробную информацию о потребностях своих потребителей и их отношении к брэнду. Эта информация послужила основой для инициативы по созданию нового брэнда.
7. Владельцы дорогих автомобилей, которые свидетельствуют об их высоком статусе, предпочитают высокий класс обслуживания и мощные насосы.
8. Люди, которые стремятся к простоте во всем, обычно удручены житейскими сложностями и хотят простых и легких сделок.
9. Те, кто на первое место ставит безопасность, никогда не отходят далеко от автомобиля. Они специально ищут автозаправки, где им спокойно, и где есть порядок и комфорт.
10. Изучение этих групп потребителей помогло компании объединить силы и определить, как можно устранить мелкие неудобства, с которыми иногда сталкиваются их клиенты.
Task 3. Do ex. 3 on p. 128 and answer the following questions:
Why are market researchers asked to compile more detailed profiles of consumer groups?
Why aren’t broad classifications sufficient?
How are questionnaires designed?
What are questionnaires planned to establish?
How can advertising campaigns be targeted in this case?
What must marketing people monitor? Why?
Retell the passage using the vocabulary.
Task 4. Give English equivalents for:
Производить продукцию, специально предназначенную для определенных сегментов рынка;
Составить более подробные характеристики потребительских групп;
Общие классификации широкого охвата;
Компании, работающие на высоко конкурентных и фрагментарных рынках;
Подобные классификации не достаточны для определения точных потребностей;
Что влияет на решения о покупке;
Рекламная компания должна быть нацелена на вкусы определенных групп потребителей;
Маркетологи отслеживают успех компании;
Они видоизменяют методы рекламы, если это необходимо;
Task 5. Reported speech
Complete the gaps with the correct form of ask, say or tell and give the correct form of the verbs in brackets.
As part of our most recent consumer survey, we recently interviewed 50 car drivers about their experience of buying fuel. The first question that they were asked was how often they had visited (visit) a petrol station during the last month. The majority of the people interviewed _______ that they _______ (do) so at least three times to buy either petrol or diesel for their vehicles. We then _____ them if they ________ (can) give us their opinion about the quality of the services that they had found. While most of our sample group ________ that they ________ (be) satisfied with the services provided, several drivers ________ us that they _______ (like) to see improvements in certain areas in the future. When these respondents _______ to elaborate on this, several of them ________ that they _________ (feel) more relaxed if they did not have to do the work of refueling their cars by themselves. Two respondents also _________ us that they __________ (like) to see the introduction of systems which would make it possible for drivers to complete all transactions without leaving the car.
We also _________ everyone in the sample if they _________ (appreciate) some form of automated diagnosis of their vehicle. More than 50 % of those interviewed _________ that they __________ (welcome) this especially if it could provide automated tyre pressure and oil level checks.
In the final question they _________ if they _________(hear)about any of our latest innovations such as ‘the auto pump’ but only one person in the survey had any knowledge of this.
Read out the text again and answer the questions:
How many drivers were interviewed?
What was the purpose of the survey?
What did the consumers think of the quality of the services?
What were the respondents asked to elaborate on? Why?
What improvements did they want to be introduced?
How many of them knew about the latest innovations?
Speak about the marketing survey described in the text.