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Файл:English for Senior Students. Part 1. Учебное пособие
.pdf
Ex. C. Find in the text the equivalents of the following
word combinations.
1) a recognized member of the trade
2) a real economic value
3) to seek protection
4) Trade Law Revision Act
5) in the public‘s mind
6) an intent to defraud
7) a genuine article
8) a question of infringement
9) the purchasing public
10) trade mark holders
Ex. D. Give a summary of the text.
Task 5. Read and translate the text.
Even by the standards of America‘s junk food industry, a
recent court case marked a low point in civic responsibility. A
coalition of deep-fat-frying restaurants in New York persuaded a
judge that they shouldn‘t have to disclose the number of calories
in their meals on in-store menu boards.
Judge Richard Holwell ruled that New York‘s Board of
Health was overstepping its authority in requiring larger
restaurant chains to write
Calorie figures alongside prices for treat such as a
McDonald‘s Big Mac meal (1,430 calories) or Burger King‘s triple
Whopper with cheese (1,230 calories).
The judge said the city ordinance was unfair because it only
affects restaurants which already have calorie information
available somewhere be it on their websites, on food wrappers or
on the underside of tray linings. Of New York‘s 23,000
restaurants, only 2,375 were to be included in the law.
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The squabble arose over the city‘s latest effort to tackle an
obesity epidemic which is worse in New York than in the rest of
America. More than half of the Big Apple‘s residents are
overweight and a third are clinically obese. Among children, US
obesity levels have tripled since the 1970s.
Mary Bassett, New York‘s deputy commissioner for health
promotion and disease prevention, says Americans consume
nearly 50% of their food outside the home. Huge helpings, high
salt content and fatty ingredients mean that the average calorie
intake in restaurants is far higher than in home-cooked food.
―When people shop in supermarkets, they can see a
nutritional fact panel on the packaging which tells them what
they‘re getting. When you buy food in a restaurant, you have no
idea what the nutritional content is,‖ says Dr Bassett. Most
people realize that a large portion of fries is unhealthy – but the
issue is far more subtle, argues Dr Bassett: ―I don‘t think many
people would guess that somebody who walks into McDonald‘s
and eats a deluxe breakfast has eaten nearly all their
recommended calorie intake for the day.‖
However, the big fast food chains complained that it is costly
and unfair – and that they already provide plenty of information
on their websites.
Chuck Hunt, a spokesman for the New York State
Restaurant Association, says: ―The proper way to address this is
through education, not through regulation.‖
The industry argues that calories are merely one of many
measures of how healthy food is. Putting them on a menu, says
the association, will only ―confuse‖ people. This is an unusually
frank admission from the industry which has been trying hard to
present a caring, sharing image. Salads, shakes, milk and fruity
nibbles have appeared on menus traditionally devoted to meat
and potato. Just last week, Burger King announced it was
launching ‗apple fries‘ – slices of apple cut to look like chips – in
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an effort to persuade young customers to embrace healthier
options.
Many of these changes, however, are cosmetic. For every
salad they sell, McDonald‘s sells eight double cheeseburgers. Less
than a tenth of revenue comes from healthier options.
A few chains are taking responsibility. Subway, which
predominantly sells fresh sandwiches, has decided to display
calories on its menus. Its spokesman, Les Winograd, says it was
to the firm‘s advantage: ―We look at it as an extension of
something we were already providing. We have a reputation for
offering healthier alternatives to traditional, fatty fast food.‖
Responding to pressure, the industry has moved back from
marketing the worst of its food to children. The Council of Better
Business Bureaus has asked companies to stop targeting under12s with promotions for high-fat foods or for anything failing to
meet strict nutritional standards. Burger King, Coca-Cola, Pepsi,
McDonald‘s, Kellogg‘s and Kraft are among the signatories. The
pledge should change an environment in which children see an
average of 21 ads a day for sweets, snacks, cereals and fast food.
Experts say the industry‘s court action this week cancels out
such positive action. Kelly Brownell, director of the Rudd Center
for Food Policy and Obesity at Yale University, says: ―Obesity is
all about calories – how many you take in and how many you
burn. For them to say that‘s not key information is blatantly
incorrect.‖
He urges the big chains to be pro-active in changing
Americans‘ diets and in helping consumers to make better
choices: ―The restaurant industry makes a number of false, weak
arguments. They say calorie advertising won‘t solve the obesity
problem and that‘s true. But nothing, by itself, will solve the
entirety of the obesity problem.‖ [4]
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Ex. A. Match the words on the left with the definitions
1. civic responsibility
a. an argument
2. treats
b. superficial, only on the surface,
not deep
3. ordinance
c. the duties of a citizen
4. squabble
d. refers to the constituents of food
and how they affect your health
5. tackle
e. something special that you do or
buy for yourself or others
6. nutritional
f. people who put their name on a
document
7. (a) frank
(admission)
g. to completely accept something
8. to embrace
h. to make an attempt to deal with
something
9. cosmetic
i. an adjective meaning obvious
10. revenue
j. an adjective meaning honest
11. signatories
k. an official order, like a rule or a
law
12. pledge
l. income from business activities
13. blatantly
(incorrect)
m. a promise
on the right.
Ex. B. Choose the correct option.
I. Which sentence best describes the court case in the
article?
1) Restaurants went to court to stop them having to publicize
the number of calories in their food.
2) New York‘s Board of Health went to court to stop
restaurants selling food with high calorie content.
3) The judge brought both parties to court to stop them
squabbling.
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II. The judge said that:
1) Fast food restaurants should display the calorie content of
their food on websites.
2) Fast food restaurants needn‘t display the calorie content of
their food on websites.
3) 2,375 of the 23,000 restaurants in New York cause obesity.
III. People often don’t realize how many calories are in
food because…
1) … the information on nutritional fact
panels is often incorrect.
2) … they eat out and so don‘t know what ingredients the
meal contains.
3) … the food is not regulated.
IV. Subway has decided to display the calories on its
menus because…
1) … they say it will solve New York‘s obesity problem.
2) … it confirms that they sell healthier alternatives to
burgers.
3) … the judge ruled that they should do so.
Ex. C. Find words or phrases in the article that belong
to the following lexical fields and write them in the
spider-grams.
a) weight and health issues
b) legal terms
Ex. D. Give a summary of the text.
Task 6. Translate the following sentences into Russian.
1. For decades we had great brands based on solid value
propositions – they had established their worth in the consumer‘s
mind.
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2. In an age of accelerating product proliferation, enormous
customer choice, and growing clutter and clamor in the
marketplace, a great brand is a necessity, not a luxury.
3. If you take a long-term approach, a brand can travel
worldwide, transcend cultural barriers, speak to multiple
consumer segments simultaneously, create economies of scale,
and let you operate at the higher end of the positioning
spectrum – where you can earn solid margins over the long term.
4. The real starting point is to go out to consumers and find
out what they like or dislike about the brand and what they
associate as the core of the brand concept.
5. To keep a brand alive over the long haul, to keep it vital,
you‘ve got to do something new, something unexpected.
6. Every once in a while you have to strike out in a new
direction, surprise the consumer, add a new dimension to the
brand, and reenergize it.
7. Today Nike has about 350 designers working for it –
more than any company in the country – to make sure it keeps
close watch over the visual expression of the brand.
8. The larger idea is for a brand to be relevant.
9. A lot of brands are trying to position themselves as ―cool‖.
10. In the last couple of decades there‘s been a lot of hype
about brands.
Task 7. Translate the text into English.
Бренды
Слово «бренд» является неотъемлемой частью жизни
современных людей, но все трактуют это понятие по-разному.
В настоящее время этот термин в средствах массовой
информации употребляется как синоним термина «товарный
знак», хотя ранее брендом обозначался не всякий товарный
знак, а лишь широко известный.
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Специалисты по маркетингу определяют «бренд» как
символическое воплощение комплекса информации,
связанного с определенным продуктом или услугой. Бренд
включает в себя название, логотип и другие визуальные
элементы, предназначенные для идентификации и дифференциации товаров и услуг одного производителя от товаров
и услуг конкурентов.
С точки зрения потребительской психологии, бренд – это
торговая марка, которая имеет значимый набор ценностей,
атрибутов и ассоциаций, сохраненных в памяти потребителей.
Совокупность этих элементов отвечает потребностям
потребителя, помогает ему выразить свою индивидуальность.
Создание брендов необходимо для продвижения товаров
и услуг на рынке. Создавая бренды, специалисты проводят
огромную работу по изучению рынка. Для того, чтобы
выработать правильную стратегию по позиционированию
бренда, необходимо установить основных конкурентов
в определенном сегменте рынка, их предложения, а также
необходимо определить свою целевую аудиторию. Результаты
таких исследований помогают выработать правильную
ценовую политику, методы продвижения, в том числе,
мероприятия по рекламе.
Как известно, на современном рынке доминируют
мировые признанные бренды, которые, как правило,
пользуются большим спросом, чем местные торговые марки.
Но для того, чтобы оставаться конкурентоспособными, бренды
должны соответствовать гарантируемому уровню качества.
К сожалению, это осложняется огромным количеством
контрафактных товаров, что снижает продажи известных
брендов и наносит вред их репутации.
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Task 8. Read the article and answer the questions.
1. What difficulties, according to the experts, may the
companies face in India?
2. What matters are resourceful partners expected to settle?
3. How can constructive dialogue help in the current situation?
Luxury brands' wish list
Oct 12, 2007
According to an industry estimate, no less than 200-300
international luxury brands are trying to make an entry into
India...handbags from Louis Vuitton and Prada, perfumes from
Bvlgari, sunglasses from Gucci, shoes from Sergio Rossi, Tod's
and Jimmy Choo, or designer outfits from Armani, Versace and
Condici.the list goes on and on.
Luxury product and service houses are bringing with them
one of the most important ingredients for their success – their
brand. They are also usually ready to pitch in with media and
marketing initiatives, leaning on their global experiences.
However, they are waiting for some local activity, too.
Luxury malls and High Streets: When asked what he thinks
India lacks in terms of luxury retail, Francoise Montenay,
resident Chanel SAS and chairman, Comité Colbert, suggests
that India lacks retail space with a complete luxury environment
and services. Being top-end products, when they do set up shop in
the country, luxury brands are quite unlikely to be content to
appear in the middle of run-of-the-mill retail outlets whose
merchandise and services are within the reach of wealthy
consumers. These brands are looking to house themselves on
high streets or luxury malls.
Resourceful local partners: When it comes to issues
pertaining to acquiring or renting real estate, getting licenses
and government approvals, managing the tax aspects of the
business, etc. international luxury brands require a local partner
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with feet deeply rooted in local business. Here's where the Wadia
Group, the Gitanjali Group, DLF Group and the like come into
the picture.
Explains Vinita Saxena, senior manager, retail advisory
services, Jones Lang LaSalle Meghraj, "Though infrastructure is
the biggest challenge, some conscientious developers do attempt
to sell their area for road widening. Many are working in
cooperation with municipal authorities to help improve their
vicinity, which contributes to some extent. But there is a long
way to go yet."
Helpful administration with vision and communication:
Ruchita Sharma Bhardwaj, deputy director, luxury, lifestyle,
fashion and design at the Federation of Indian Chambers of
Commerce and Industry (FICCI), takes a broader view of the
situation. She says, "The lack of vision among developers to think
20 years ahead towards development of luxury malls and the lack
of dialogue between luxury mall developers, luxury brands, policy
makers and town developers, are the biggest obstacles that stall
the setting up of luxury malls".
Offering a solution to the problem she has outlined, Ruchita
suggests "Constructive dialogue between luxury mall developers,
luxury brands, policy makers, town developers, chambers such as
FICCI can provide an ideal platform for such a roundtable for
resolving core issues. FICCI now has a dedicated sector for
'luxury and lifestyle' expertise to create such a dialogue."
Demand is the bottom line for success.
In all fairness, demand is the least of the concerns of luxury
brands that are coming to India. The World Wealth Report 200506, published by Merrill Lynch and Capgemini, put the number
of millionaires in India at an amazing 83,000 and states that
India recorded the world's second fastest growth in the number of
high well off individuals at 19.3 per cent in 2005. However,
demand for luxury brands is not merely about having the money;
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it's about having a lifestyle. It is this aspect of demand that will
finally determine where such brands finally set up shop [4].
Ex. A. Find the expressions in the text that mean the
following:
1) express the wish to help
2) with regard to the particular aspect or subject specified
3) the sale of goods to the public in relatively small quantities
for use or consumption rather than for resale
4) products that are one of the most expensive or advanced in
a company's product range, or in the market as a whole.
5) lacking unusual or special aspects; ordinary
6) having the ability to find quick and clever ways to
overcome difficulties.
7) neighbourhood
8) delay, obstruct, or block the progress
9) main, essential
10) underlying or ultimate outcome, final result
Ex. B. Decide whether the statements are true or false:
1) Only 150 luxury brands wish to enter Indian market.
2) The companies do not expect any assistance from local
partners.
3) Luxury brands would not want to sell their products in
ordinary shops.
4) Indian partners can be really helpful when renting real
estate, getting licenses and government approvals, etc.
5) Demand for luxury is only a question of money.
Ex. C. Replace the words and expressions in italics
with those from the text (refer to Ex. B). Translate the
sentences.
1) This company expressed the wish to continue negotiations.
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