Журавлева Сборник дополнителных грамматических 2014

Brand – brand image – brand leader – brand loyalty – brand manager – brand management – brand name – brand stretching – cross-branding – own brand – premium brand

Consumer – consumer goods – consumer research – consumer survey Logo

Marketing mix (place-price-product-promotion) Premium – premium rate

Promotion – seasonal promotion – promotional campaign – promotional price

Point of sale

Comparatives and Superlatives

2. Complete the sentences with a comparative or superlative form adding any words that are needed. You may use some words twice.

1.This exercise is too easy — can't we try a _____ one?

2.England's too cold in the spring — let's go to Spain where it's

_____ .

3.She comes top in all the exams — she must be _____ girl in the class.

4.The temperature in July reaches forty-four degrees — it's _____

month of the year.

5.Let's buy this video — it doesn't cost that much — it's _____ the other one.

6.This pen's not very good — I'd like a _____ one, please.

7.When I passed my driving test, it was the _____ day of my life.

8.Lying down in bed is _____ sitting on a hard chair.

9.Our youngest son doesn't want to be a teacher unlike his _____

brother.

10.Australia is much _____ from Europe than I thought.

11.I could hardly keep awake — it was _____ film I've ever seen.

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Can we play something _____ ?

13.She's _____ person I know — she is always winning prizes in lotteries.

14.A couple of miles is _____ I can walk. Then we'll have to catch the bus.

15.I have a _____ headache today than I did yesterday.

16.This is _____ restaurant in town; I'm never coming here again.

17.I can't do this test — can you give me a _____ one?

18.She was the _____ person at the party and I sat next to her all evening. It was awful!

3. Put in the comparative or superlative form of the adjectives.

There are lots of hotels in the pretty town of Blexham. You get a (wide) choice than in most places. The Crown is (famous) because Charles Dickens once stayed there. It’s also one of the (old). The Metropole is a (big) and a (modern) hotel. It’s also (comfortable) than the Crown. The Metropole is the (expensive) hotel in town, and so it’s (popular) with business people than with tourists. Personally I can’t think of anything (boring) than a big modern hotel. My own favourite is the Down Court Hotel, which is (small) and (pleasant) than the Metropole. The staff at Down Court are (helpful) than at the other hotels. Down Court is also in a (nice) place than the others. The Metropole is the (noisy) hotel in town because it’s on the main road. The Bristol has a good restaurant. But you need to book a table because it’s the (busy) place in Blexham.

4. Read the article. Think of examples of cultural misunderstanding and the ways of overcoming them. Translate the text.

Marketing for global success

Marketing is the means of promoting, selling and distributing a product or service to the right consumer. In order to market a product effectively, a marketer must consider the unique traits of the consumer and the environment they live in, which together constitute their culture. Obviously, local culture differs throughout the world, which is why the relationship between culture and marketing is so important.

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This becomes especially true as more and more companies are marketing their products to cultures that are very different to their own. Culture influences consumer behaviour, such as what a person will buy and why. When developing a successful marketing campaign, it is crucial that culture is taken into consideration, so that the product or service is promoted in a way that is relevant to the consumer. Marketing a candy bar to an American can be quite different to marketing a candy bar to an Italian.

Differences in culture are not only international but also national. Consumers in Beijing will respond to a marketing campaign quite differently to those in Guangzhou. This is why culture is a very important consideration when designing a successful marketing approach—it determines how receptive your audience will be to your campaign. Marketers agree that a range of aspects make one culture different from another, such as language, values, attitudes and religion.

Language is an important aspect of culture which influences the success of marketing campaigns, especially translation and vocabulary. In Taiwan, a well-known cola brand slogan 'Come alive' was incorrectly translated as 'Bring your ancestors back from the dead.' In the United States, a Belgian beverage company failed to popularize a new pear nectar drink because the brand name sounded negative in English.

Values and attitudes vary between cultures, and even within cultures. Certain cultural icons and images are considered sacred by a culture, which is why their appearance in marketing campaigns is often considered inappropriate. In China, traditional martial arts and mythical dragons are seen to represent the culture. When an international sportswear company produced a television commercial in 2004 that depicted an American basketball star defeating animated kung fu masters and two cartoon dragons, it was seen as an insult to China's national icons.

What is marketing? Why is it so important for economy? Find more information about marketing and prepare a 5-minute presentation on the topic.

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Unit 7

Outsourcing

1. Give Russian equivalents to:

Back office, database

Downsize – lay off

Knowledge work

Offshoring – outsource – subcontract

Overhead – fixed cost

Pilot project, productivity

Saving – cost savings – make savings

Service provider

Shortage

Conditionals 1-2

2. Complete the sentences using these words and phrases.

was leaving can't might starts am would be becomes take should

1.If I _____ not busy, I'll visit you.

2.If he _____ careful, he wouldn't break things.

3.If he were slimmer, he _____ much more attractive.

4.If she _____ Prime Minister, she'll raise taxes.

5.Unless you stop wasting time, I'm _____ right now.

6.If you don't give me more information, I _____ help you.

7.If a fire _____ , the alarm goes off.

8.You _____ make your own food if you don't like my cooking.

9._____ more exercise and you'll soon feel better.

10.If the weather improves, I _____ go for a stroll.

3. Complete the conversation. Use the correct form of the verbs in brackets.

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Justin: Have you heard about the pop festival?

Carla: Yes, it (be) good if Micromoon are playing. They’re a great band. Debbie: Will you be able to go, Dave?

Dave: If I (ask) my boss, he (give) me some time off work, I expect. Mike: How are we going to get there?

Justin: Well, if enough people (go), we can hire a minibus. Vicky: I won’t be going if (be) too expensive.

Debbie: It (not be) expensive if we all (share) the cost.

Carla: If I (see) the others later on tonight, I (ask) them if they want to go.

4.What does the if-clause mean? Write a sentence with isn’t or might.

1.If this room was tidy, I could find things.

2.If we’re late tonight, we can let ourselves in.

3.If the phone was working, I could call you.

4.If it rains, can you take the washing in?

5.If we met at seven, we’d have plenty of time.

6.If this spoon was silver, it would be worth a lot.

7.If Richard calls, can you say I’ll ring back?

5.Read the article. Share your ideas about human resources with your partner. Translate the text.

Human Resources

Although employers everywhere know that the people in their organisation are their biggest assets, the universal challenge is to attract the best and brightest employees as well as keep them loyal. High staff turnover is, after all, very costly to a business. The price tag of losing an average employee is three times their salary. In the case of a top employee who leaves, the cost to the company is ten times their salary. This cost can be doubled if the employee joins a direct competitor. The costs incurred include the considerable expense of recruitment, training and assimilation, as well as the loss of productivity If the company experiences very high turnover of staff, there could also

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be potential staff morale problems and disruption due to key people constantly changing.

In order to maximise the impact of any company asset, it's necessary to understand how it contributes to a business. For example, with a tangible asset, such as a building, the value is shown on a balance sheet and can be clearly monitored. However, with an intangible asset, such as an employee, the value is harder to define.

Three levels have been identified at which an organisation can really try to measure its human talent.

First, there is a fundamental measure which is concerned with headcount, salaries, staff turnover, recruitment costs and training days. This measure relates to costs associated with people and is relatively easy to obtain and compare with other organisations.

Then comes strategic capability, which aims to assess the value of human capital and how it changes over time. For example, a 20% turnover of low-rated staff may be preferable to a 1 % turnover of the best-rated staff.

Lastly there is the differentiating capability which focuses on the potential to add a sustainable competitive advantage to an organisation. A company needs to develop new capabilities which are unique, valuable and difficult to copy.

Make 6 — 8 questions to the text. Ask the other students in the class your questions.

Unit 8

Finance

1. Give Russian equivalents to:

Balance sheet – statement of financial position Bankrupt – bankruptcy – insolvent

Bottom line

Expense – expense account – expenses claim form – claim expenses Financial statement

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Forecast – projection

Income statement – statement of earning (Am) – profit and loss account (Br)

Mismanaging – mismanage Regulator – controller

Securities Exchange Commission

Oder of adjectives. Remember!

Opinion – size – shape – age – colour – origin – material – purpose or type – noun

2. Some of the following are in the wrong order. Tick those which are correct and rewrite the others in the correct order.

1 a young black man

2 a dark tall man

3 a wooden big spoon

4a long wooden spoon

5a birthday big delicious cake

6a big fat Italian opera singer

7a frying large old pan

8a pair of black leather riding boots

9a pink silk beautiful blouse

10a round large ball

11an old big brick factory

12an old wooden ugly desk

3.For each advertisement write a sentence with all the adjectives.

1.This game is new. It’s for the family. And it’s exciting.

2.This computer is for business. It’s Japanese. And it’s powerful.

3.This fire is electric. It’s excellent. And it’s small.

4.It’s a chocolate bar. It’s new. And it’s a big bar.

5.This comedy is American. It’s for television. And it’s terrific.

6.These doors are aluminium. They’re for your garage. And they’re stylish.

7.These shoes are modern. They’re for running. And they’re super.

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8.This model is blue. It’s plastic. And it’s attractive.

9.This phone is for your car. It’s German. And it’s high-quality.

4.Read the article. Share new facts you’ve learnt with your partner. Translate the text.

History of Money

In Europe prior to the 17th century most money was commodity money, typically gold or silver. However, promises to pay were widely circulated and accepted as value at least five hundred years earlier in both Europe and Asia. The medieval European Knights Templar ran probably the best known early prototype of a central banking system, as their promises to pay were widely regarded, and many regard their activities as having laid the basis for the modern banking system. At about the same time, Kublai Khan of the Mongols introduced fiat currency to China, which was imposed by force by the confiscation of specie.

As the first public bank to "offer accounts not directly convertible to coin", the Bank of Amsterdam established in 1609 is considered to be the "first true central bank". This was followed in 1694 by the Bank of England, created by Scottish businessman William Paterson in the City of London at the request of the England government to help pay for a war. Although central banks are generally associated with fiat money, under the international gold standard of the nineteenth and early twentieth centuries central banks developed in most of Europe and in Japan, though elsewhere Free banking or currency boards were more usual at this time. Problems with collapses of banks during downturns, however, was leading to wider support for central banks in those nations which did not as yet possess them, most notably in Australia.

Make notes on the text. Using them be ready to tell other students what this text is about.

Unit 9

Recruitment

1. Give Russian equivalents to:

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B: Yes, but not here. I don’t like cafes _____ don’t have tables. I’m not one of those people _____ can eat standing up.

A:There’s another restaurant over there.

B:It looks expensive, one of those places _____ charge very high prices. The only customers _____ can afford to eat there are business executives _____ get their expenses paid. Anyway, I can’t see a menu. I’m not going into a restaurant _____ doesn’t display a menu.

A:We just passed a cafe _____ does snacks.

B:Oh, I didn’t like the look of that.

A:You’re one of those people _____ are never satisfied, aren’t you?

4. Combine the information in these news items. Make the sentence in brackets into a relative clause. Use the at the beginning of the sentence, e.g. The man who ...

1.A man has gone to prison. (He shot two policemen.)

2.A bomb caused a lot of damage. (It went off this morning.)

3.A scientist has won the Nobel Prize. (He discovered a new planet.)

4.A strike is over. (It closed Britain’s docks.)

5.A footballer has been banned from playing again. (He took drugs.)

6.A little girl has been found safe and well. (She had been missing since Tuesday.)

7.Some oil is five miles off the Scottish cost. (It spilled from a tanker.)

5.Read and translate the article. What is the ideal recruitment?

A sign of the times

It's a sign of the times when outplacement companies are thriving; times are hard, and companies are responding by trimming the fat with an array of downsizing programmes designed to reduce their cost structure, improve efficiency and increase profitability. Downsizing reduces a company's size by eliminating workers, whether through 'redundancies' in the UK, or 'layoffs' across the pond. The current downsizing is set against a backdrop of years of restructuring initiatives during which countless multinational companies have shed many jobs to enhance their competitiveness.

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