- •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 8.
Categorize the following aspects of marketing according to the well-known «4P’s» classification of the marketing mix – product, price, promotion, and place.
advertising commercials franchising inventory market coverage optional features points of sale public relations retailing transportation |
after-sales service credit terms free samples line-filling market penetration packaging posters publicity sizes vending machines |
brand name characteristics going-rate list price market skimming payment period prestige pricing quality sponsorship warehousing |
cash discounts distribution channels guarantee mailings media plan personal selling production costs quantity discounts style wholesaling |
PRODUCT |
PRICE |
PLACE |
PROMOTION |
|
|
|
|
Unit 14. Product and Corporate Advesrtising (sb, p. 134–142)
Vocabulary Notes
to 'advertise, v. – рекламировать;
advertising, n. – реклама (в широком смысле, система мероприятий, направленных на продвижение товара на рынке);
advertisement, n. – рекламное объявление; реклама как продукт рекламной деятельности;
also; advert; ad (сокращенные формы, часто употребляемые в устном общении);
to emphasise, v. – подчеркивать; акцентировать; придавать особое значение;
emphasis, n. – выразительность; акцент; сила;
to make an emphasis on smth – придавать особое значение, особенно подчеркивать что-либо;
to target an audience – направлять на определенную группу потребителей;
media (of advertising) – средства рекламы;
advertising agency – рекламное агентство;
corporate advertising – корпоративная реклама;
to be directly concerned with – быть непосредственно связанным с...; непосредственно относиться к...;
brand image – репутация брэнда; брэндовый имидж;
public relations (PR) – связь с общественностью; взаимодействие с потребителями;
publicity, n. – освещение в прессе;
to generate positive publicity – создавать положительный образ компании (в прессе);
to get extra publicity – получить дополнительное освещение в прессе;
to ensure that people pay attention to their ads – добиться того, что люди обращают внимание на их рекламу;
to come up with better ways of advertising – придумать, изобрести лучшие способы рекламы;
a slogan – лозунг; девиз;
a slogan is a short phrase to attract the consumer's attention. Effective slogans are usually short, easy to remember, easy to repeat and easy to translate for international markets.
sacrilege – кощунство; святотатство;
to scrape off – соскребать; стирать;
billboard advertisement – реклама на щитах;
furious complaints – гневные жалобы;
poster, n. – плакат; постер;
to liken (to) – уподоблять, сравнивать; приравнивать (to, with);
disciples – ученики, последователи; церк. апостолы;
admen, n. – зд. рекламщики; создатели рекламы;
outrageous advertising – скандальная, возмутительная реклама; оскорбительная;
to figure, v. – рассчитывать; представить себе; понимать; постигать;
to revive the image – оживить образ; вернуть репутацию;
to sue, v. – возбуждать дело о возмещении ущерба;
to obtain reparation – получить компенсацию;
to confess to the sins – сознаваться в грехах;
the beliefs of the faithful – чувства верующих;
to retract the posters – зд. убрать плакаты;
to retract, v. – отрекаться; отзывать; отменять; отказываться;
penance, n. – наказание; кара;
to be exposed to – подвергаться воздействию;
adland thinkers – зд. мыслители от рекламы;
to take something at face value – принимать за чистую монету;
inception, n. – начало;
inevitably, adv. – неизбежно;
to use images of faith – использовать образы веры (религиозные);
to take offence – оскорбиться, обидеться;
to generate PR – вызвать отклики в прессе;
to pitch for business – стремиться получить заказ; искать возможность заработать;
to garner extra publicity – создать, заполучить дополнительное внимание прессы;
deliberately, adv. – преднамеренно; умышленно; обдуманно;
negative coverage – зд. нелестные отзывы в прессе; неблагоприятное освещение в средствах массовой информации;
in marketing terms – относительно маркетинга;
taboo-breaking – зд. нарушение табу; использование запрещенных примеров;
receptive to, adj. – восприимчивый;
creative, n. – сотрудник агентства, отвечающий за творческий аспект рекламы; напр. креативный директор;
a counterpart, n. – зд. сверстник; человек, занимающий равное положение в другом месте;
to see the shattering of taboos as the norm – рассматривать крушение запретных тем как норму;
collision, n. – столкновение, противоречие;
acumen, n. – проницательность, сообразительность;
to be in touch with the public mood – быть в курсе общественных настроений;