- •Unit I. Company Structures (sb, p. 4–13)
- •Vocabulary Notes
- •Task 1. Read the text on p. 6, translate it and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text:
- •Task 3. Do the company profile exercise on p. 9 (the Colgate – Palmolive Company)
- •Task 4. Give English equivalents for:
- •Task 5.
- •Task 6. Give Russian equivalents for these phrases:
- •Task 7. Translate from English into Russian without using a dictionary:
- •Task 8. Translate from Russian into English:
- •Unit 2. Recruitment (sb, p. 14–24)
- •Vocabulary Notes
- •Task 1. Read the text on p.16, translate it and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the texts:
- •Task 3. Use the appropriate tense forms and answer the questions:
- •Task 4. Give English equivalents for:
- •Task 5. Present simple and present continuous
- •Mindsteps™
- •Task 6. Give Russian equivalents for these phrases:
- •Task 7. Translate from English into Russian without using a dictionary:
- •Task 8. Translate from Russian into English:
- •Unit 3. Retailing (sb, p. 25–33)
- •Vocabulary Notes
- •Task 1. Read the text on p. 27, translate it and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text:
- •Task 3. Do exercises 2 and 3 on p. 28 and answer the questions:
- •Task 4. Give English equivalents for:
- •Task 5. Read the text about a controversial customer service programme at Safeway, a major American supermarket chain
- •A us Grocer’s Embrace of Customer Service
- •International Herald Tribune (adapted)
- •Task 6. Give Russian equivalents for the following phrases:
- •Task 7. Vocabulary Combine a word from a with one from b to match each of the definition below.
- •Task 8. Translate from English into Russian without using a dictionary:
- •Task 9. Translate from Russian into English:
- •Unit 4. Franchising (sb, p. 34–43)
- •Vocabulary Notes
- •Task 1. Read the text on p. 36, translate it and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text.
- •Task 3. Read these replies to some questions about The Sport Shoe franchising program, and complete the gaps with the phrases from the box.
- •Task 4. Decide if the following statements refer to the franchiser (fr), the franchisee (fe) or the information is not given in the text (ng).
- •Task 5. Vocabulary. Make nouns by adding a suffix (-ity, -ness, -ment, -tion) to the words below.
- •Task 6. Give Russian equivalents for the following phrases:
- •Task 7. Read and translate without using a dictionary:
- •Task 8. Translate into English:
- •Task 9. Translate into Russian. Use a dictionary if necessary. Franchising
- •Unit 5. International Business Styles (sb, p. 44–45)
- •Vocabulary Notes
- •Task 1. Read the text on p. 46, translate it and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text.
- •Task 3. Do exercise 2 on p. 48 (Gift giving).
- •Task 4. Read the following passage and choose the correct word from a, b or c to fill each gap.
- •Task 5. Find English equivalents in the text for:
- •Task 6. Language Focus
- •Task 7. Give Russian equivalents for:
- •Task 8. Translate into English using the vocabulary from the previous exercise
- •Task 9. Read and translate the text.
- •Unit 6. Banking (sb, p. 56–64)
- •Vocabulary Notes
- •Task 1. Read and translate the text on p. 58, answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text.
- •Task 3. Read the following advertisement for Citibank, a global banking group, and choose the best sentence (a-I) from the box below to fill in each of the gaps.
- •International Currency Accounts
- •Vocabulary
- •Task 5. Give Russian equivalents for the expressions below:
- •Task 6. Translate into Russian without using a dictionary:
- •Task 7. Summarizing the topic.
- •Types of banks
- •Task 8. Translate into English:
- •Unit 7. Business and the Environment (sb, p. 65–73)
- •Vocabulary Notes
- •Task 1. Read the text on p. 67, translate it into Russian and answer the following questions:
- •Task 2. Translate from Russian into English using the vocabulary from the text.
- •Task 3. Do exercise 1 on p. 68, complete the passage and answer the questions:
- •Task 4. Give English equivalents for:
- •Task 5.
- •Task 6. Now choose the most appropriate extract (a-f)from the previous task to fill in each of the gaps in the text below.
- •Task 7. Use the correct form of the words in the box to complete the sentences below.
- •Task 8. Read the story about Anita Roddick, the founder of the Body Shop, and choose the correct word from a, b or c to fill the gaps.
- •Task 9. Give English equivalents for:
- •Task 10. The passive
- •Task 11. Give English equivalents for:
- •Task 12. Translate into English:
- •Unit 8. The Stock Market (sb, p. 74–83)
- •Vocabulary Notes
- •Task 1. Read the text on p. 76, translate it and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text:
- •Task 3. До ex. 2 on p. 77 and answer the following questions:
- •Task 4. Give English equivalents for:
- •Task 5.
- •Vocabulary. Match the words and expressions in the box with the headings below.
- •Task 6.
- •Task 7. Add appropriate words from the text to these sentences:
- •Unit 9. Import-Export / International Trade (sb p. 84–95)
- •Vocabulary Notes
- •Глагол Существительное.
- •Task 1. Read the text on p. 87 and answer the following questions:
- •Task 2. Translate from Russian using the vocabulary from the text:
- •Task 3. Do exercise 2 on p. 88 and answer the following questions:
- •Task 4. Give English equivalents for the following:
- •Task 5. Reading
- •Casualties of the Trade Wars
- •Task 6. Choose the correct answer to complete the following statements about the text.
- •Task 7.
- •Vocabulary. Use the letters in brackets to from a word to complete each sentence.
- •Task 8. Language Focus
- •Task 9. Translate into English:
- •Task 10. Read the text and answer the questions: tariffs, customs, and nontariff barriers
- •Task 11. Summarizing the Topic.
- •International trade
- •Task 12. Questions for discussion.
- •Unit 10. Company Performance (sb, p. 96–103)
- •Vocabulary Notes
- •Task 1. Read and translate the text. On p.98 and answer the following questions:
- •Task 2. Translate into English using the vocabulary from the text:
- •Task 3.
- •Board Ousts* bmw Chief and His heir.
- •Task 4. Answer the following questions on the text:
- •Task 5.
- •Task 6. Give English equivalents for the following:
- •Task 7. Match up these words with the definitions below.
- •Task 8. Use the words from Task 7 in gaps to complete the text.
- •Unit 11. Setting Up a Business (p. 106–115) Types of ownership
- •Vocabulary Notes
- •Task 1. Read and translate the text on p. 108 and answer the following questions:
- •Task 2. Translate into English using the vocabulary from the text:
- •Task 3. Do ex. 3 on p. 110 and answer the following questions:
- •Task 4. Give English equivalents for:
- •Task 5. Read and translate the newspaper article and answer the questions: New Kids on the Business Block: Thatcher’s Enterprise Babes are Taking the Tycoon’s World by Storm
- •Task 6.
- •Task 7. Translate from Russian into English using the vocabulary from the text:
- •Task 8.
- •Vocabulary
- •Task 9. Read the text again and give English equivalents for the following phrases:
- •Task 10. Language Focus
- •Some tips on starting your own business
- •Task 11. Give Russian equivalents for the following phrases:
- •Unit 12. Corporate Alliances and Acquisions (sb, p. 116–124)
- •Vocabulary Notes
- •Task 1. Read and translate the text on p. 118 and answer the following questions:
- •Task 2. Translate into English using the vocabulary from the text.
- •Task 3.
- •Task 4. Give Russian equivalents for the following phrases:
- •Task 5. Read and translate the text «After the deal».
- •Task 6. Say whether the statements are true (t) or false (f) according to the text.
- •Task 7. Understanding expressions
- •Task 8. Read and retell the text about mergers and acquisitions.
- •Unit 13. Marketing (sb, p. 125–133)
- •Vocabulary Notes
- •Task 1. Read and translate the text on p.126 and answer the following questions:
- •Task 2. Translate into English using the vocabulary from the text:
- •Task 3. Do ex. 3 on p. 128 and answer the following questions:
- •Task 4. Give English equivalents for:
- •Task 5. Reported speech
- •Task 6. Translate into English:
- •Task 7. Read and translate the text «What is marketing?»
- •Task 8.
- •Unit 14. Product and Corporate Advesrtising (sb, p. 134–142)
- •Vocabulary Notes
- •Task 1. Read and translate the text on p. 136 and answer the following questions:
- •Task 2. Translate into English using the vocabulary from the text:
- •Task 3. Do exercise «Practice» on p. 139 «Coca-Cola and its advertising» and answer the following questions:
- •Task 4. Give English equivalents for:
- •Task 5. Read the following article and choose the best sentence (a-I) from the list below to complete each gap.
- •Task 6. Answer the following questions:
- •Task 7. Translate into Russian:
- •Task 8. Select the correct alternatives to complete the text.
- •Task 9.
- •Task 10.
- •Content
Task 1. Read and translate the text on p. 136 and answer the following questions:
Why did VW workmen have to scrape off 10,000 billboard advertisements?
What did the poster show?
Why did the advertisement cause such furious response?
What did the advertising agency figure?
What did the Catholic Church threaten to do?
How did the company act on the threat?
What did the spokesperson for DDB claim?
What did the agency’s penance include?
Why are the vast majority of commercial messages ignored?
How do advertisers force consumers to listen to their message?
Why do consumers challenge everything they are told?
What can ads deal with nowadays?
In what case can people take offence?
What was terribly wrong with the advertisement showing Jesus?
In what way can this kind of advertising attract consumers?
What ability is valued high in advertising business?
What can a deliberately shocking ad generate?
What do experts think of taboos in advertising? Why?
When is outrageous advertising acceptable? Why?
How are young people today different from previous generations?
Why will outrageous advertising no longer be limited in future?
What does VW’s collision with Catholics show?
Speak about the advertising philosophy which led to public offence and explain the reasons behind such approach.
Task 2. Translate into English using the vocabulary from the text:
Рекламные щиты компании Фольксваген вызвали гневное возмущение верующих католиков, которые посчитали такой вид рекламы оскорбительным.
Компании пришлось убрать всю рекламу немедленно, чтобы подтвердить свое уважение к чувствам верующих а также выплатить компенсацию за ущерб, понесенный католической церковью.
3. Европейские потребители каждый день подвергаются огромному количеству коммерческих предположений, поэтому они просто игнорируют большинство из них.
4. Шокирующая реклама становится все более популярной среди рекламодателей, потому что они считают, что подобная реклама заставляет потребителя обратить внимание на их продукцию.
5. Потребители подвергают сомнению старомодные методы рекламы брэндов и не принимают за чистую монету заявления компаний о превосходстве их брэндов.
Им нужна реклама, которая обещает им что-то взамен, и имеет отношение к насущным вопросам общественной жизни.
6. Хотя реклама, оскорбляющая чувства потребителя, может показаться маркетинговым провалом, все чаще рекламные агентства предлагают клиентам не просто свои способности сочинять рекламу, а способность сочинять рекламу, о которой пишет пресса.
7. Преднамеренно шокирующее рекламное объявление способно вызвать дополнительное внимание прессы.
Даже если отклики в прессе неблагоприятные, они приводят к увеличению объема продаж, так как многие люди начинают покупать товар из любопытства.
8. Некоторые специалисты считают, что можно оскорбить чувства людей в том случае, если ваши потребители не обращают на это внимания, и все вполне законно. Единственным табу в маркетинге может быть лишь то, что огорчает вашего потребителя.
9. Молодежь, как правило, более восприимчива к нарушению запретов, поскольку у них более широкий кругозор. Они с удовольствием воспринимают рекламу, которая раздражает их родителей.
10. Очевидно, в будущем скандальная реклама не будет направлена только на молодежь, и нарушение запретов станет нормой в рекламном бизнесе.