- •Министерство образования и науки российской федерации
- •Предисловие
- •Методическая записка
- •Business english
- •Vocabulary
- •I. Discuss these questions:
- •III. How can one find a good job? What is necessary to do if a person wants to
- •III. Look at the group of words below. Cross out the noun or noun phrase
- •IV. Make six sentences using one of the phrases from each part in Exercise
- •III. For example, You can make a fortune with a career in computers.
- •V. Translate the words and word combinations into English.
- •VI. Translate the sentences into English.
- •I. Complete the sentences with the Present Simple or the Present
- •II. Complete the text below with the Present Simple or the Present
- •1. We use can and could to:
- •2. We use would to:
- •III. Match the following words from the text with their definitions.
- •IV. Translate the part of the text in bold into Russian.
- •III. Answer the questions.
- •III. Decide which tip each of the following sentences could be added to.
- •IV. Match the verbs 1-5 with the noun phrases a-e to form expressions from
- •I. Listen to two people, Debbie and Nikola, discussing the article. Complete
- •II. Discuss these questions.
- •III. Listen to these extracts from the discussion and complete them. Do you
- •I. Listen to three phone calls and answer these questions.
- •II. Listen to the first call again. Complete the expressions on the right so they
- •III. Listen to the second call again and complete these phrases.
- •IV. Listen to the third call again. Underline each phrase the speaker uses.
- •V. Study the Useful language box below. Then role play the telephone calls using it.
- •VI. Watch the film and make a note of (a) which of the points from task II it
- •Companies
- •Vocabulary
- •V. 1. Complete the chart below with the information from the list.
- •2. Make sentences about the companies. For example
- •3. Now talk in the same way about one of the companies you know.
- •1. She has worked in Warsaw for six years.
- •2. She worked in London for three years.
- •II. Write the time expressions from the box under the correct heading.
- •II. Read the text and check your answers.
- •III. Find the figures in the story that correspond to the following pieces of
- •Information.
- •VII. Translate the first part of the text into Russian.
- •IX. Render the text in English.
- •X. Tell about a successful company you know using the questions from task
- •VIII as a plan of your story.
- •I. Before reading the article, answer the questions.
- •II. Read the article and match the headings to the correct paragraphs. One
- •Miele Focuses on Old-Fashioned Quality
- •1. Company strategy
- •III. Tick the factors below which contributed to Miele’s success.
- •Invent a company. Use the chart in Task II to help you prepare a
- •I. Look at these examples of phrasal verbs from the unit. What synonyms can
- •Valentino Chocolates
- •Investment Options
- •Sales and marketing
- •Vocabulary
- •I. Discuss these questions:
- •II. The “four Ps” form the basis of the marketing mix. If you want to market a
- •III. Think of some product you have bought recently. Why did you buy them?
- •IV. Tell your partner about a marketing campaign that impressed you. Why?
- •I. Choose the correct word to complete each sentence
- •II. Combine words from boxes a and b. Make phrases that match definitions
- •1 To 7. For example, credit card details – 2. The name, number and expiry
- •III. How do we call:
- •IV. Match the following English words with their Russian equivalents.
- •V. Translate the word combinations into Russian
- •VI. Match the word combinations to their definitions a to c.
- •VII. Give the word combinations for the definitions a to c from task VI
- •VIII.Translate the following words and word combinations
- •IX. Translate the following sentences into English
- •If we want to mention who performs an action, we can use by.
- •III. Change these active sentences into the passive so that they sound more
- •IV. The article below describes how a health care company develops new products. Complete the article with passive forms of the verbs in brackets.
- •I. Complete the story below with the past simple or past continuous forms of
- •Verbs in brackets.
- •Marketing Mix (the 4 Ps of Marketing)
- •I. Answer the questions
- •II. Match the words with their definitions.
- •III. Render the text in English.
- •IV. Translate the sentences into English.
- •I. Listen to the first part of an interview with Jonathan Turner, Managing
- •VII. Role play. One of you is the Marketing Director of a
- •1. Work in pairs. Each group is a team in the Marketing Department. Hold a
- •2. Present your ideas to the other teams in the Marketing Department.
- •Managing people
- •Vocabulary
- •I. Discuss these questions:
- •2. What qualities and skills should a good manager have? Choose the six
- •I. Look at these words based around manage and organise. Pronounce them.
- •IV. Match the verbs 1 to 7 with the prepositions and phrases a to g to make
- •V. Some verbs combine with more than one preposition. For example:
- •VI. Complete these sentences with suitable prepositions from ex. 3
- •I. Complete these sentences with the correct form of say or tell.
- •II. Use say, tell, ask to report this dialogue between two company directors.
- •It is now a week later. Say what happened last week, using the correct verb tenses.
- •I. Before reading, discuss these questions.
- •Clever Tactics for Brilliant Young Managers
- •II. Answer the questions about the first part of the article.
- •II. Formulate the main idea of the article.
- •III. Render the article in English.
- •IV. Translate into English:
- •I. Listen to the first part of the interview with Nigel Nicholson, Professor of Organisational Behaviour at London Business School and complete the notes using up to three words each time.
- •II. Listen to the second part of the interview. Decide which statement best
- •I. Which of the following do you agree with? Why?
- •I. Divide into groups:
- •III. Form new groups with people from groups a, b, c and d. Have a
- •Conflict
- •Vocabulary
- •I. How good are you at managing conflict? Answer the questions in the quiz below. Compare your score with the partner.
- •I. Use the correct form of these words or other words to complete the second
- •II. Use one of the adjectives or its opposites to complete the following
- •IV. Match these sentences halves. Six tips for being a more successful negotiator
- •V. Complete this article with the correct alternative. Stress
- •I. Correct the grammatical mistakes in these sentences.
- •II. Combine phrases from a and b to make conditional sentences. More than
- •III. Complete the second sentence in each pair using Second and
- •IV. Discuss these questions in pairs.
- •III. Find the words in the text which correspond to the following definitions.
- •IV. Complete these phrases with verbs from the list. Sometimes two variants
- •I. Before reading some advice about handling conflict, match the words from each part 1-3 to their meanings a-c. After reading each part, rank the five pieces of advice in order of usefulness.
- •II. Work in pairs.
- •III. Discuss how do people usually deal with personal conflict in your
- •I. Read this e-mail from Max, a senior sales representative, to Jeff, his sales manager. In eight lines there is one extra word that does not fit. Write that word in the space.
- •I. Which of the following are good ways of dealing with conflict in a
- •II. A union representative meets a general manager. The representative is
- •III. Listen again and complete the extracts.
- •IV. Discuss whether the extracts in Exercise III are examples of calming people down or creating solutions.
- •V. Work in pairs. Role-play this situation.
- •Planning. New business
- •Vocabulary
- •Part 1 Planning
- •I. Write the verbs from the list under the correct prefix to make words
- •III. Match the verbs in the left-hand column to the nouns in the right-hand
- •IV. Listening
- •V. Match the list of objectives 1-6 with the plans to achieve them a-f.
- •VI. Complete this text with the correct alternatives. Planning: when all goes right
- •VII. Choose one of the following events and tell your partner how you will
- •VIII. Translate into English:
- •I. The Managing Director of a Hong Kong-based hotel group is talking to his managers about the group’s future plans. Underline the plans that he mentions.
- •Keys to successful planning
- •III. Answer the questions.
- •IV. Render the text in English.
- •III. Role-play this situation.
- •Interest in possible topics for the radio programme
- •In addition to using questionnaires, eba held focus groups in a number of
- •Part 2 New Business
- •I. What conditions are important for people starting new businesses? Choose the three most important from this list. Can you think of any others?
- •I. Match the terms 1-10 to their definitions a-j.
- •II. Complete the economic profile. Don’t look back at the terms in task I.
- •I. Match these examples with the categories above.
- •III. Read the article carefully. Then decide whether these statements are true
- •IV. Match the verbs 1-8 to the nouns a-h to make word combinations from
- •V. Render the article in English.
- •I. Say these numbers. Listen and check after each group.
- •II. Try and answer these questions.
- •I. Read these extracts and decide which sections of the business plan checklist they come from.
- •II. Think of a business you would like to set up. To get a loan from the bank
- •In order to establish the company, you should present your business plan.
- •Products
- •Vocabulary
- •I. Describe some of your favourite products. Why do you like them? What do
- •In the infinitive form.
- •I. In these sentences two of the verbs are possible and one is incorrect. Tick
- •II. Match these sentences halves.
- •Isis Innovation
- •II. Decide whether these statements are true or false.
- •III. Find the words in the text which correspond to the following definitions or
- •IV. Render the article in English.
- •Virtual Passenger
- •Cultural awareness in doing business
- •Vocabulary
- •Important in creating a culture from the list given below. Give your
- •I. Match the words from the three columns below to make sentences.
- •I. Complete the sentences with the words given in the list:
- •III. Marketing Director of the Centre for International Briefing talks about
- •VI. Answer the questions using the information from task V.
- •I. Choose the most appropriate verb. In some situations both verbs are
- •Learning to cope with corporate culture clashes
- •Into Russian.
- •V. Answer the questions:
- •V. Render the text.
- •II. Work in pairs to answer these questions.
- •IV.Translate into English:
- •In what business situations would you use the words and expressions
- •In your opinion, which of these items of advice for a successful
- •Visitors from China
- •Writing file
- •I. Letters
- •II. Memos
- •Contents
I. Complete the story below with the past simple or past continuous forms of
Verbs in brackets.
Mr Fry – Keep me posted.
In the early 1970s, Art Fry, a research scientist, had the idea for Post-it Notes while he was singing in his local church choir. At the time he …….. (mark) the correct pages in his hymn book with small species of paper. The problem was they often …….. (fall) out and he …….. (lose) his place.
At the same time, Dr Spenser Silver, a colleague of Mr Fry’s at the American company 3M, …….. (do) research into adhesives in the Central Research Department. One day when Fry …….. (use) some of a new adhesive on the edge of a piece of paper, he found that it …….. (stay) where he put it. He also found he could move it to another position without damaging his book – a perfect bookmark. A little later he …….. (send) to a colleague. A new way of communicating and organising information began. Post-its have now become an essential part of office life.
READING
Text 1
Marketing Mix (the 4 Ps of Marketing)
The “Dictionary of Economics” gives the following definition of marketing – the functions of sales, distribution, advertising and sales promotion, product planning and market research. The aim of the “market conception” is to find wants and fill them. In other words, not to sell that is made but to make what will be bought. As well as satisfying the existing needs, marketers can anticipate and create new ones. For example, the markets for the notebook, PC, video games and so on were largely created rather than identified.
In order to produce what will be bought and not to launch a risk companies carry out market research. They gather and analyze information on markets, products and consumers’ reaction to a product. Sales representatives who interact with consumers are another important source of information.
Once the product concept has been identified, the company begins to think about the marketing mix. It includes four important components – the 4 P’s of marketing:
Product – goods and services to be sold
Place – means of getting the product or service to the customer
Price – cost of the product
Promotion – means of informing people about the product or service.
Product. It is of paramount importance that the product is right. There is a history of “white elephants” – products that were developed and launched which provided to have little or no demand.
There are two main types of product – consumer and industrial product. Consumer goods are products that are bought by the final user. There are two categories of consumer goods – fast moving consumer goods which are bought and consumer quickly (food, cleaning materials, magazines and so on) and durable goods which are bought rarely and last longer (washing machines, cookers, hi-fi, TV and so on). Industrial goods are those products that are used in industrial processes and are usually processed further (such as raw materials, parts, accessories, machines etc.).
Place. Place refers to the target market for the product. The modern business must have a good idea of the consumer type that the product will be aimed at. The total market with a certain type of customer is known as a segment. So by the term place we don’t mean physical location. The potential market is segmented according to such factors as sex, age, family income, type of residence, education as well as the way of life and personal traits. Many products are aimed at a certain age group (for example toys are aimed at children). Possible examples of sex segmented products are clothes, jewelry, magazines etc.
Price. The price set for the product will depend on several considerations. As the company has many costs dealing with making, distribution and selling a product, the recovery of these costs compose the primary level of price. In addition, the
organization will also charge a price in excess if the costs of the product are high. Price also has other additional purposes. Among the most important is that price gives a signal as to the quality of the product and will attract the buyers. “High class” restaurants attract customers simply by being expensive. The “cash only” supermarkets have low prices due to their cost structure, but the low prices also serve to attract their target market.
The simplest pricing model is cost plus. This is when the accountant will calculate the total cost of the product, including its production, transportation and overheads, and then add on a profit figure. The disadvantage of this approach is that it ignores market conditions, and the company will either under- or over-price its products.
Promotion.
It is wrong to think that a consumer-oriented product will sell. Even a good, attractively placed product has to be made known to its target customer. The producer has to develop a brand awareness, i.e. to inform potential customers, dealers and retailers about the product’s existence, features, advantages and so on. This is clearly the matter of promotion. Marketers usually have to decide which tools – advertising, public relations, sales promotion or personal selling – to use and what proportion.
Direct advertising includes commercial TV and radio, magazines and newspapers, transport, posters, leaflets and hands-out. Advertising tends to be very expensive; it is usually placed in the media which will reach the market segment in the most beneficial way.
Public relations (PR) is concerned with creating, maintaining, improving and protecting the image of a company or product. It is believed that by maintaining a good public image, other trading activities will be smoothed and encouraged. Public relations include open days, visitor centers, press statements, charitable donations and community projects, sponsorship and so on.
Sales promotion such as free samples, coupons, price reductions, competitions are temporary tactics to stimulate earlier or stronger sales of a product.
Personal selling is the most expensive promotional tool and it is generally used as a complement to advertising. It includes person-to-person direct communication where the benefits of the product are expanded. It has the following methods: shops employing sales people, trade counters, showrooms and travelling representatives.