What name did they give their first collection?
Who started the company?
What did they manufacture first?
What were the features of the brand?
Why did the Dellasiega brothers refuse to sell Très Jolie sweaters in their store?
How did Luciano change his selling strategy? Was that the right decision?
How long did it take Luciano to decide what business to start?
What personal qualities helped Luciano to start and do business?
Vocabulary
rental business
to be in charge of
to sell door to door
to order
an order
to hire
sales assistant
customer
salesclerk
counter
in the window
reasonable price
demand
change in demand
to raise money
to reward by doing
to mistake smth for smth
to move to
outskirts
to stand in line
spare time
on time
single-handed
to turn into
to run out of
to decide on
Ex.3. Find in the text English equivalents for the following words and
expressions. Give the context.
Прилавок, останавливать свой выбор на чем-то, арендная сделка, продавец (2 варианта), спрос, нанимать на работу, переезжать, нести ответственность за…, изменение спроса, принять что-то за что-то другое, свободное время/ досуг, превращаться в…, вовремя, разумная цена, покупатель, осуществлять сквозную доставку/ букв. ходить с товаром по домам, делать заказ, на витрине, окраина, стоять в очереди, в одиночку.
Ex.4. Translate into Russian the following sentences from the text. Pay special attention to the translation of the underlined parts of the sentences.
1. He walked the streets after school, delivering bread and selling soap door to door. 2. He swept floors, carried boxes, and learned about the retail business. 3. They encouraged him to develop his talents as a salesclerk, and Luciano rewarded them by being a good worker. 4. In his dreams, the store did not have a counter, the clothes were easy to look at, stylish, and reasonably priced. 5. There were thousands of young people, millions of them, out there, but they did not have anywhere to shop. 6. Luciano sold his possessions. They borrowed from family and friends, and slowly they raised the money. 7. Yellows, greens, and pale blues; nobody had seen colors like these in sweaters before. 8. Within four months, Luciano was selling twenty Très Jolie sweaters a week. 9. These sold very quickly. 10. Later, they looked back on this as their first “flash”, or additional unscheduled collection.
Ex.5. Complete the sentences with the words and word combinations from the vocabulary list.
Philip is ……………………… our marketing department.
We need your help ……………………. for urgent medical research.
You may place your …………by telephone or on the Internet.
A major …………for six new ships will guarantee the company’s future.
The airline ………… 35 new planes.
…………………means that salesman walks from one door to another trying to sell a product or service to the general public.
There was a long queue and no one behind the ……………………...
For nearly a half century, the ………………… was almost exclusively the family business.
What size are those shoes in the ………………….?
A foreign company …………… me to do work in the US, now they refuse to pay me for the work.
For a century we stood ………… to see a film. Now they will come online to us.
Supermarkets use a variety of tactics to attract and retain …………………..
The waitress came, so we ………………….. you another beer.
A change in ………………. is caused by any factor affecting demand exept price.
……………… play a key role in making the customer's shopping experience enjoyable.
The fact is our planet is in danger of ………………potable water
faster than we realize.
Ex.6. Make up situations ( 3 sentences) using 4-5 new items from the vocabulary list.
Ex.7. Translate from Russian into English using active vocabulary.
A.
1. Мистер Вудз потерял одного из лучших своих покупателей. 2. Работодатели отклонили требования рабочих. 3. В конце концов, она решила остановиться на зелёной шляпке (решила её купить). 4. Что бы ты хотел делать, заниматься бизнесом или стать юристом? 5. Она заказала две дюжины устриц и пинту супа. 6. По такой цене я это не куплю. 7. Её никак не назовёшь разумной. 8. Ты мог бы отблагодарить меня за помощь, вовремя выполнив их заказ. 9. «В одиночку» значит «без посторонней помощи». 10. Продукты на исходе. 11. Нам нужно за эти 2 дня добраться до ближайшей деревни. 12. Всю жизнь он провёл в пригороде Парижа. 13. Невозможно выполнить все её требования.
B.
1. Система розничной торговли, включающая 5000 магазинов, приносит доход более 2-х миллиардов евро в год. 2. Смена оборудования производится в мастерских Бенеттон каждые пять лет. 3. Американская мечта "из грязи в князи" вдохновила многих открыть своё дело. 4. Главный бизнес компании Бенетон - производство одежды, однако дом Бенеттон также спонсирует гонки формулы 1 и баскетбольную команду. 5. Способность быстро реагировать на изменения в спросе - залог процветания фирмы. 6. В рекламе магазина "Бенеттон" говорилось: " Здесь вы можете найти стильные вещи по доступным ценам. 7. " Если я скоплю побольше денег, я смогу купить больше шерсти, и связать больше свитеров", - думал Лучьяно. 8. Если вы не хотите работать для выгоды, то советую вам идти в благотворительность. Частный сектор не терпит альтруизма (unselfishness). 9. В больших частных компаниях акционеры получают дивиденды с каждого дела компании. 10. Я понимаю, что это незапланированный заказ, но я прошу вас выполнить его вовремя. 11. Покупатели не всегда любят продавцов-консультантов, так как те мешают им самостоятельно выбрать подходящую вещь. 12. Сервис от двери к двери помогает молодым предпринимателям, делает их продукцию узнаваемой. 13. Хорошая скрытая (covert) реклама в любимых фильмах действует на подсознание зрителей, "заставляя" их покупать товар. 14. На витрине она увидела красивое платье. Скоплю денег и куплю его, подумала она. 15. Работа в государственных организациях - дело для тех, кто риску предпочитает стабильность. 16. Ему было сложно в одиночку сделать домашнюю работу, поэтому он позвал друга. 17. Капитал частной компании обычно представлен в акциях. 18. Вы будете вознаграждены за свою работу.
Grammar
Ex. 8. Complete the following text with the proper tense-form of the verbs in brackets.
Luciano ……………….. never to Rome before (be). He …………… to know what the stores ………….. like in a big city, and near the Piazza di Spagna, he ……………… a store of a kind he …………………. never before, except in his dreams. (want, look, find, see)
The store …………. only woolen clothes (sell). It …………. full of them, and of customers wanting to buy (be). These customers …………….. just Romans, or even Italians (be, not). American air crew, British businessmen, and French models …………………….. in line at the counter (stand). The sweaters …………………… well and in a wide range of colors – but they …………………… as good as Très Jolie ( make, be, not ). Luciano ………….. that the future he ……………… of …………… real, here on the streets of the capital city (see, dream, be). He ……………….. at the store (look up). It …………….. by a family he ………………. of, ……………. Tagliacozzo (own, hear, call).
The Benettons ……………………….. their factory from the house in Santa Bona to a larger rented factory in their parents’ home village of Ponzano (move). Luciano and Giuliana already ………………………… their next move, to build a factory next door (plan). Luciano …………….. his sister that they ……………… find a way to break into the Roman market (tell, have to).
Ex. 9. A. Read and translate into Russian the following sentences from the text.
1. They encouraged him to develop his talents as a salesclerk, and Luciano rewarded them by being a good worker. 2. Young people came into this store without their parents and without knowing what they wanted. 3. Mother was her assistant, putting together and ironing the knitted sweaters, working until two or three o’clock in the morning.
B. Translate the sentences into English.
1. Что ты хотел этим сказать? 2. Он работает без остановки целый день. 3.Он прошёл мимо, не заметив нас. 4.Не делайте этого, не обдумав все, как следует. 5.Одними разговорами результатов не добьёшься. 6. Научиться говорить на языке можно только, если много говорить. Просто читать недостаточно. 7. Не делайте презентацию, не продумав план. 8. Думай, что говоришь. Ты обидел её, сказав это.
Ex.10. Put in like or as.1
A.
1. Act _____ a gentleman. 2. He behaved _____ a baby. 3. She looks _____ her mother. 4. Do _____ he does. 5. Play the game _____ he does. 6. She dances _____ a fairy. 7. You walk _____ he does. 8. He acted just _____ the rest. 9. He speaks ____ an Englishman.
B
1. It's raining again. I hate weather ……… this. 2. Jane failed her driving test …….. she expected. 3. Do you think Carol looks ………… her mother? 4. Не really gets on my nerves. I can't stand people ………… him. 5. Why didn't you do it …………… I told you to do it? 6. 'What does Вill do?' - 'He's а student, ………… most of his friends. 7. ' Why do you never listen? Talking to you is ................ talking to the wall. 8. …… I said yesterday, I'm thinking of changing my job. 9. Tom's idea seemed а good one, so we did ……… he suggested. 10. It's а difficult problem. I never know what to do in situations this. 11. I’ll phone you tomorrow …………. usual, ОК? 12. This tea is awful. It tastes water. 13. Suddenly there was а terrible noise. It was .................. а bomb exploding. 14. She's а very good swimmer. She swims ……….. а fish. 15. I’m afraid I can't meet you on Sunday ………….we arranged. 16. We met Keith last night. Не was very cheerful, …………. always.
Ex.11. Choose the correct variant from the box. Fill in the gaps.
Jackson, dead, disabled, Brown, poor, rich, unemployed, Elliot, blind, injured, sick, young
1. …………………. have the future in their hands. 2. Ambulances arrived at the scene of the accident and took ……………………… to hospital. 3. He’s very different from the rest of ……………… 4. Julia has been a nurse all her life. She has spent her life caring for ……………………….. 5. In England there is an old story about a man called Robin Hood. It is said that he robbed ………………. and gave the money to ……………. 6. It is said that we should never speak ill of ……………… 7. He didn’t even know ………………… had a daughter. 8. It’s only fair that ……………….. should pay hire taxes than ……………….. 9. In St. John’s Park there is a special garden for ………………….. with strongly scented flowers. 10. Life is bound to be difficult for ………………. 11. ………… were intelligent people. 12. Buildings should be specially designed so they can be used by ………………… 13 Life is all right if you have a job, but things are not so easy for…………………….. .
Ex.12. A. Translate the sentences into Russian.
1.You are not a student, are you?
2. Couldn’t you leave work early?
3. Don’t you want to wait to find out the results?
4. Aren’t you feeling well?
5. Wouldn’t you like another coffee?
6. Didn’t you tell me, that your uncle was an explorer?
B. Make negative questions from the words in brackets. In each situation you are either surprised or want to suggest something.
A: We won’t see Ann this evening.
B: Why not? (she – not – come – to the party?)
A: I don’t want to stay at home tonight.
B: (why – we - not – go out?)
A: I hope we don’t meet Brian tonight.
B: Why? (you – not – like – him?)
A: Don’t go and see that film.
B: Why? (it – not – good?)
A: This novel is too difficult for me. I can’t read it in the original.
B: (why - you – not – read –short stories?) They are much easy.
A: I’ll have to borrow some money.
B: Why? (you – not – have – any?)
C. Translate the replay into English.
1. - Can you show me where her office is?
- Why? Разве ты там никогда не был?
2. - I’m afraid I won’t be able to give you a lift home.
- Why not? Разве ты туда никогда не ездил?
3. - I’ve left my job at Ronex.
- Why? Разве тебе там не нравилось?
4. - It would be better not to give this vase to Jane for Christmas.
- Why not? Она тебе не понравилась?
Discussion
Ex.13. What is better for you: to work for some company or to carry on your
own business? Why?
Ex.14. Imagine that you want to start your own business. What business it would be? Would you come across a competition problem in this sphere? Why?
Ex.15. A. Work in pairs. Suggest at least five ideas that can help you start and run a small business.
B. Work in groups of four. Compare your ideas, give arguments to support your ideas. Work out a list of ideas that can help you start and run a small business.
C. Compare your list of ideas with the suggestions given below. Comment on them: say which you agree with, which you don’t agree with and explain why; name those which you have already included in your list; name those which you have in your list but they are not mentioned in the suggestions given below and explain why you think they should be followed by business beginners.
Secrets of success for small business beginners.
1. Join an association in your business sector. Subscribe to all journals and magazines addressing your business sector. Consider joining an organization such as the National Association of the Self-Employed. They can help you with helpful advice and information and grant discounts on insurance, rented cars and help you lower other expenses. Read articles about your business sector. 2. Be sure you have a financial plan and a budget and a method of assessing (оценивать, определять величину) how much you have done in a month. If you fail to follow a financial plan and to have some definite short- and long-term financial goals, then you allow the fate to rule over your success and we know it is not always good. Govern your fate yourself! 3. Forecast your cash flows. Consider the receipts and the expenses you expect within next three months. The difference will be your cash flow. You must do this to avoid unpleasant surprises. Many people fail because they lose track of their cash flows. 4. Find advisers. Your friends and your family could be your advisers. Ask them to be your “directors’ board”. Show them your business plan and your results. Have someone who could understand your ideas and examine them critically.
5. Create balance between your work, hobbies and family. It is very important for long-term success. We all know rush periods when a project or a product should be made quickly. But if such rush periods continue permanently, it indicates you are losing insight (понимание, способность проникновения в суть). You should take regular steps and have time and opportunities for recreation. Besides, find time for your family because your family problems will probably tell upon ( ) your business. 6. It is very easy to find yourself isolated in your small business. Come out and meet other people who could set up a supporting business structure for you. Working in a team is very important. Do not think you can do everything alone. Talking with others, you can come across a good idea that will motivate you. 7. One of the most difficult aspects of small business is to ensure everyday working discipline. It may be so tempting (искушать) to put off (откладывать) the major tasks you have to do. Separate your work-place and your working hours from all your other responsibilities. Make a habit of fulfilling all your daily plans in full. Determine your weekly goals. Consider your mistakes and shortcomings. It all is a key factor of success. 8. Be prepared for permanent changes. Changes add strength. Be sure to improve upon your previous successes, your products and/or services. Always examine your competitiveness. 9. Do what you like to do. If you are running a business you hate, it obviously means you will never succeed. Find a business which will make your skills and talents work. The statement that “if you do what you like to do, money will follow you” is all correct. Remember that success depends on your attitude more than on your abilities. Always keep in mind that a failure is just an opportunity to start once again, with more experience gained (получать, извлекать пользу).
Ex. 16. Discuss these questions. Imagine you are the leader of a large company.
1. What qualities do you need to run a large company effectively?
2. Which business leaders do you admire? Why?
3. What do business leaders actually do?
4. Do you think business leaders are born or made?
Ex.17. Name at least two ideas that can help you make a successful career in a company. Compare your ideas with your partner’s. Give arguments to support your ideas.
Ex.18. Read the following piece of information about how to make a successful career in a company. Render it into English and comment on it.
Без труда - выловишь рыбку…
Согласно последним исследованиям Всероссийского центра изучения общественного мнения, о карьере мечтает каждый второй россиянин. Треть опрошенных считает залогом успешного карьерного роста уровень профессиональной компетенции сотрудника. Из них 13% готовы учиться и повышать собственную квалификацию, 36% поставили во главу угла нужные связи и взаимоотношения с начальником.
«Метро» 17.09.07
Writing
Ex.19. In writing (280) explain how you understand the following statement made by Luciano Benetton: “The traditional stores were going to die … and we
killed them”.
Making an effective presentation2
The ability to make a presentation is a key business skill that enables you to communicate information, present ideas and persuade people of the strengths of your argument. There are several points you need to understand and follow. They are:
the aim of any presentation is to describe or characterize an object or an idea;
a presentation should have a clearly-defined structure with three main sections:
introduction in which the objectives are made clear,
body with three or four main points,
conclusion with a strong summary;
to make a presentation effectively you need to get prepared:
make a plan of your talk;
write detailed notes of what you will say;
use clear and simple language with short sentences;
practice your presentation to make sure that your talk fits the time schedule
giving your presentation you should
speak clearly and fairly slowly,
face the audience and make eye contact with them,
do not read from the script.
Ex.20. Read the phrases in the box. They can be useful for organizing and
sequencing points in a presentation. Match the phrases with the steps.
my second point is so first, I’m going to tell you about
my objective is now let me summarise the main points
now I’ll come to my last point I’ve divided my talk into three parts
the subject of my presentation is first, …second, … third
so to sum up firstly, …secondly, … thirdly, …finally
introduction _______________________________________________________
body _______________________________________________________
conclusion _______________________________________________________
Ex.21. Work in groups of two and prepare a three-minute presentation explaining how a person without a famous name and money can start a successful business. Speak about at least two examples of such people. Practise your presentation, then make your presentation to the other groups.
1 as - в качестве (человек реально является кем-то) e.g. As his brother, I have to know it. - Как его брат, я должен это знать. like - подобно (употребляется для сравнения) e.g. Like his brother, you sleep late. - Как его брат, вы поздно спите. She works as а model. - Она работает манекенщицей. She dresses like а model. - Она одевается как манекенщица.
В употреблении слов as и like есть еще одно различие - as ставится перед целой фразой, в которой где присутствует глагол, like - перед существительным или местоимением: Do as I said. - Делай, как я сказал. Do it like me. - Делай, как я.
2 Presentation – a formal talk in which you describe or explain something to a group of people