2. Find the Russian and English equivalents to the following words and phrases:

a) tricky; to get off to a good start; the business is booming; to cling on to a position; a departure; an increased turnover; a reduced tenure in the top job; to hit the ground running; to make a quicker impact; onboarding; to evoke good beginnings; to pick the right person; a combined approach; a boardroom; an outside hire; an internal candidate; to award consultancy work; to get up to speed; to forge effective relationships; to accomplish what is expected; a fully worked-out business plan;

b) сокращающийся срок пребывания в должности; дать начало новому бизнесу; недавно назначенные корпоративные лидеры; взяться за дело без промедления; адаптация новых сотрудников; разумное расширение бизнеса; облегчить растущую обеспокоенность; налаживать отношения; очутиться за бортом.

3. Read the article once again more carefully. Answer the questions to the text:

1) What kind of problem do many American CEOs face?

2) What is onboarding?

3) What activity is the firm Heidrick involved in? Who does it cooperate with?

4) How can the approach used by Heidrick in their onboarding practice characterised?

5) What are the three aspects onboarding focuses on?

6) What is expected from a chief executive nowadays?

7) Why is preboarding vital today?

8) According to the article onboarding seems to be expensive and cheap at the same time; how can it be explained?

4. Prepare the article resume. Unit 6 Marketing

I. Vocabulary

Study the following words and word combinations. Find their Russian equivalents.

Keynotes

marketing mix

four Ps (product, price, promotion, place)

product features

distribution of the product

to gain a competitive advantage over rivals

to represent aspirations and a desirable image

to identify with a desirable image

to prefer a certain brand to others

a branded product

Reading

to be manipulated into buying brands

to be bombarded with choices

to be accused of all evils

consumers are hard to reach

to corrupt children

to be more distracted

a grim picture

commercials veterans

anti-branding books

to experience pitches

to represent a huge portion of the value of a company

to be less responsive

to switch from showcasing product features to marketing aspirations “shooting down” advertising

building a brand

to take some of the blame

a logo

to change beyond recognition

a straightforward guarantee

a new marketing approach

quality and consistency

to appeal to emotions

to pay a premium

to be a stamp of product quality

to maintain one’s lead and high prices

to project an image of social responsibility

to act as an active barrier to entry for competing products

Listening (p. 54)

an unmistakable symbol

distinctive

to stand out in the crowd

not to be confused with other brands

to fit the image of the product

to communicate the right emotional appeal to the target customer

to let smb down

the name speaks for itself

celebrity endorsement

to push up sales