- •Contents
- •Предисловие
- •Unit 1. Careers
- •I. Lead-in
- •II. Study the vocabulary
- •III. Read and translate the text
- •IV. Answer the following questions about the text
- •V. Find words according to the definitions. The words go across, down and up
- •VI. Before reading the article from the “Financial Times” answer the questions:
- •VII. Read the article and go back to ex.VI. Has your opinion changed after reading this article? Making the most of the midlife crisis
- •VIII. Imagine that each paragraph in the article has a heading. Choose the best heading for each paragraph from the list below and number them in the correct order
- •IX. Choose the correct alternative. Then comment on the verb tenses in italics
- •X. A friend of yours is having a midlife crisis. Which of these things would you recommend and why?
- •XI. Render the following text into English Разрешите представиться – Лука Петрович Иванов
- •Unit 2. Selling online
- •I. Lead-in
- •II. Study the vocabulary
- •III. Read and translate the text
- •IV. Answer the following questions about the text
- •V. Read the definitions. Then put the anagrams in the correct order. The first letter of each word is in bold
- •VI. Before reading the article from the “Financial Times” answer the questions:
- •VII. Read this article from the “Financial Times” How to make money from internet news operations
- •VIII. Say ‘true’ or ‘false’. If ‘false’, correct the sentence. Rely on the information from the text
- •IX. Choose the alternative that best explains the word(s) in italics
- •X. Discuss the following questions
- •XI. Render the following text into English Развитие электронной коммерции
- •Unit 3. Companies
- •I. Lead-in
- •II. Study the vocabulary
- •III. Read and translate the text
- •IV. Answer the following questions about the text
- •V. Suggest the terms according to the following definitions
- •VI. Study the scheme 1. Imagine that you are a member of one of the departments and suggest your ideas about the functions of this department
- •VII. Before reading the article from the “Financial Times” answer the questions:
- •VIII. Read the article from the “Financial Times” and express the main idea of the text One furniture store fits all
- •IX. Use the correct form of words from the article to complete the statements about companies and markets
- •X. Discuss the following questions
- •XI. Render the following text into English Как организовать семейный бизнес
- •Unit 4. Great ideas
- •I. Lead-in
- •II. Study the vocabulary
- •III. Read and translate the text
- •IV. Answer the following questions about the text
- •V. Match the words to their definitions
- •VI. Read the article and define the main idea
- •VII. Say ‘true’ or ‘false’. If ‘false’, correct the sentence. Rely on the information from the text
- •VIII. Choose the correct alternative
- •IX. You are the boss of a company where a regional manager is against an innovative product that you are trying to introduce on to the market. What would you do and why?
- •X. Render the following text into English Разлагаемые кредитные карты
- •Unit 5. Stress
- •I. Lead-in
- •Stress? What stress?
- •II. Study the vocabulary
- •III. Read and translate the text
- •IV. Answer the following questions about the text
- •V. Complete these sentences with the words from the box
- •VII. Read the article and list all the types of food mentioned in the article The stress-free diet
- •VIII. Say ‘true’ or ‘false’. If ‘false’, correct the sentence. Rely on the information from the text
- •IX. Discuss the following
- •X. Render the following text into English Стресс от работы и методы борьбы с ним
- •Unit 6. Entertaining
- •I. Lead-in
- •What’s your Price?
- •II. Study the vocabulary
- •III. Read and translate the text
- •IV. Answer the following questions about the text
- •V. The phrases below all include the word corporate. Match them to their correct meanings
- •VI. Before reading the article from the “Financial Times” answer the questions.
- •VII. Read the article Doing business and having fun
- •VIII. Which do you think are the best ones for corporate entertainment? Why?
- •IX. Make a summary of the text
- •X. Render the following text into English Как сплотить коллектив?
- •Unit 7. Marketing
- •I. Lead-in
- •II. Study the vocabulary
- •III. Read and translate the text
- •IV. Answer the following questions about the text
- •V. Match the words to form compound nouns according to the following definitions as in the example
- •VI. Before reading the text think of two or three companies/products that you associate with each of the colours below: red, blue, green, yellow, brown, purple, orange
- •VII. Read and translate the text First impression last
- •VIII. Choose some of the following businesses and discuss what corporate colour(s) would be most appropriate for them. You could also discuss other businesses
- •IX. Render the following text into English
- •Unit 8. Planning
- •I. Lead-in
- •II. Study the vocabulary
- •III. Read and translate the text
- •IV. Answer the following questions about the text
- •V. Find words according to the definitions. The words go across, down and up
- •VI. Before reading the article from the “Financial Times” answer the questions
- •VII. Read the article from the “Financial Times” and express the main idea of the text Personal time management for busy managers
- •VIII. Number the paragraph summaries in the correct order. Two of the summaries are not used
- •IX. Use the correct form of words from the article to complete the definitions
- •X. How would you answer the two questions in the first paragraph?
- •XI. Render the following text into English Искусство управления временем
- •Unit 9. Managing people
- •I. Lead-in
- •II. Study the vocabulary
- •III. Read and translate the text
- •IV. Answer the following questions about the text
- •V. How can you describe these pictures according to theory X and y?
- •I won’t work. Hurrah, work!
- •VI. Match the words to their definitions
- •VIII. Which theory do you prefer?
- •IX. Render the following text into English Психологические теории мотивации персонала
- •Unit 10. Conflict
- •I. Lead-in
- •II. Study the vocabulary
- •III. Read and translate the text
- •IV. Answer the following questions on the text
- •V. Read the definitions. Then put the anagrams in the correct order. The first letter of each word is in bold
- •VII. Read and analyse the article Negotiating by e-mail
- •VIII. Imagine that each paragraph in the article has a heading. Choose the best heading for each paragraph from the list below and number them in the correct order. Two of the headings are not used
- •IX. Choose the correct alternative
- •X. Are face-to-face meetings necessary when you do business with someone? Or can everything be done by phone and e-mail?
- •XI. Render the following text into English Как избежать конфликтов на работе Елена Егорова
- •Unit 11. New business
- •Lead-in
- •II. Study the vocabulary
- •III. Read and translate the text
- •IV. Answer the following questions about the text
- •V. Complete these sentences with the words from the box
- •VI. Read the following text and find out how to write a business plan
- •VII. Read these extracts and decide which sections of the checklist they come from.
- •IX. Read the article a price that's hard to refuse
- •X. Which of these ideas are mentioned in the article? When you launch a new product, think carefully about
- •XI. Use the correct form of verbs or phrasal verbs from the article to complete the expressions
- •XII. Think of a company that had success with an original idea and that became less successful. Why did this happen?
- •XIII. Render the following text into English Как государство контролирует цены?
- •Unit 12. Products
- •I. Lead-in
- •II. Study the vocabulary
- •III. Read and translate the text
- •IV. Answer the following questions about the text
- •V. Complete the crossword
- •VI. Making luxury goods available to consumers at affordable prices is a very powerful marketing idea. Can you think of examples when retailers or manufacturers have done this?
- •VII. Before reading the article from the “Financial Times” answer the questions
- •VIII. Read the article and go back to ex.VII. Has your opinion changed after reading this article New medical products
- •IX. Number the paragraph summaries in the correct order. Two of the summaries are not used
- •X. Use the correct form of words from the article to replace the words in italics
- •XI. Render the following text into English Зачем создают псевдоиностранные бренды?
- •Список литературы
- •Job application
- •Writing essays
- •Writing a summary
- •Тексты для реферирования
- •Entrepreneurs
- •Brand Wars
- •If the Price is Right
- •Looking after the twenty percent
- •Bright Ideas
- •She's the Boss
- •The Death of Economics
IX. Read the article a price that's hard to refuse
By W. Chan Kim and Renee Mauborgne
The relevant questions when launching a new product are: what products are alternatives to the product a company intends to launch? What is their price and how many customers do they win?
Consider, for example, air travel for corporate executives. There are two main alternatives: one is business- and first-class tickets, priced at several thousand pounds; the other is corporate jets, which cost tens of millions of pounds.
Executive Jet came up with a breakthrough pricing model: instead of selling jets, it sold shares of time in using a jet. This allowed it to price jets per year at roughly the amount a company would spend on business-and first-class tickets. It won orders both from business-class customers and from executives who preferred a relatively cheap time-share in Executive Jet to full ownership of a Gulfstream or Lear jet that would spend much of its time sitting on the ground.
Executive Jet created a pricing model in which companies got the convenience of private air travel at the price of the annual business-class travel budget.
From the Financial Times
X. Which of these ideas are mentioned in the article? When you launch a new product, think carefully about
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its design.
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pricing.
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the convenience of the product in relation to competing products.
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the technical qualities of competing products.
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how many people buy competing products.
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the person in the organisation who is actually responsible for buying it.
XI. Use the correct form of verbs or phrasal verbs from the article to complete the expressions
a) to ............... a new product, (paragraph 1)
b) to ............... new customers (paragraph 1)
c) to........... .................. ..............a completely new idea (paragraph 3)
d) to...............orders (paragraph 3)
e) to...............a cheaper scheme to an expensive one (paragraph 3)
f) to...............a lot of time doing something (paragraph 3)
g) to...............a new model (paragraph 4)
XII. Think of a company that had success with an original idea and that became less successful. Why did this happen?
XIII. Render the following text into English Как государство контролирует цены?
Антон Гладченко
Существуют различные способы, которые использует государство для того, чтобы тем или иным образом влиять на цены.
1) Тарифы
Тариф представляет собой пошлину или налог, который взимается с единицы товара поставляемого в страну. Очевидно и влияние тарифов на устанавливаемую цену. Товар, который подвергается тарифу, будет стоить дороже, чем в той ситуации, когда тариф отсутствует. Обычно правительство обращается к тарифам в тех случаях, когда хочет поддержать какую-то отечественную отрасль.
2) Замораживание цен
Замораживание цен может применяться как к экономике в целом (теоретически), так и к отдельным отраслям (практически). Делается это для того, чтобы ослабить последствия роста темпов инфляции, внести какую-то стабильность в цены, которые не дают потребителям свободно вздохнуть. Периодически замораживание цен можно наблюдать там, где присутствуют монополии.
В целом, замораживание цен в какой-то мере защищает не только потребителей, но и способствует тому, чтобы не появился черный рынок. Заморозка цен способна защитить в некоторых случаях и самих производителей. Применяется данный инструмент не очень часто.
3) Квоты
Квота – это одна из форм протекционизма. Ее суть заключается в том, что на некоторое время ограничивается импорт того или иного товара. Обычно квоты устанавливаются для того, чтобы поддержать отечественных производителей. Часто без квот они не могут выжить. Хорошо это или плохо – вопрос спорный. В любом случае, квоты существуют давно и применяются многими странами.