- •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
VIII. Read the article and go back to ex.VII. Has your opinion changed after reading this article New medical products
Peter Marsh
Medtronic of the US, the world's biggest maker of medical implants*, also continues to develop new products. In the late 1980s, most of its annual sales came from heart pacemakers*, but other new products will this year contribute to sales of more than $5 billion.
The company specialises in implanted devices that manage -rather than cure - heart disease, as well as Parkinson's and Alzheimer's Diseases.
Medtronic has developed an implantable device for treating epilepsy* and could start trials in humans next year. The implant is inserted under the skin by the chest and wired up to receive signals from the brain.
Through this mechanism, the device could tune into the signals which indicate an epileptic attack is about to take place. These would trigger electric signals from the implant which would counteract the brain signals and prevent the attack. If all goes well in the clinical trials, products could be in routine use later this decade.
From the Financial Times
* An implant is a device put into a person's body to control a particular function. For example, a pacemaker is an implant used to control the heart.
* Epilepsy is a disease where people are suddenly unable to control their movements.
IX. Number the paragraph summaries in the correct order. Two of the summaries are not used
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Medtronic is also working on devices that can be worn outside the body.
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Medtronic used mostly to make pacemakers, but now other products are also important.
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One of its products is for treating epilepsy.
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The cause of Alzheimer's Disease is now understood.
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The company makes products that control diseases, not cure them.
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The device works by picking up signals from the brain and then producing other signals to prevent an attack from happening.
X. Use the correct form of words from the article to replace the words in italics
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Money from new products will be part of sales of $5 billion, (paragraph 1).
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Medtronic develops and sells only devices that can be implanted, (paragraph 2).
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The devices keep the diseases under control. They don't make the diseases disappear, (paragraph 2; two words).
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The product will be tested in experiments with users next year, (paragraph 3).
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The device is put under the skin and connected so as to receive signals from the brain, (paragraph 3; two expressions).
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The device could detect the signals before an attack happens, (paragraph 4; two expressions).
XI. Render the following text into English Зачем создают псевдоиностранные бренды?
Антон Гладченко
Известно, что в сознании людей определенные страны ассоциируются с какими-то конкретными видами продукции. Mы все знаем, что лучшие автомобили делают в Германии, там же варят лучшее пиво, а вино мы предпочтем из Франции. Потребители при выборе товара в обычном супермаркете предпочтут итальянские макароны российским, бразильский кофе украинскому. При этом даже будут готовы заплатить за иностранные товары более высокую сумму.
Естественно, что маркетологи не могли не воспользоваться таким преимуществом, как национальная принадлежность бренда. А потому на свет появились псевдоиностранные бренды, основное преимущество которых заключается в том, что у них уже есть определенная реклама. Английский чай будет проще продать, чем российский. Ведь все знают, что именно в Англии лучше всего делают чай! Однако, во-первых, нужно во время выпустить продукт. Кроме того, нужно понимать, что такое мифотворчество опасно. Конкуренты могут репозиционировать продукт, тем самым, отвернув от него потенциальных покупателей.
Конечно, создание псевдоиностранных брендов подходит далеко не для всех видов товаров. В основном, это массовая продукция среднего или высокого качества (но никак не «люкс»). Сложные товары вроде автомобилей также не подходят для данного вида брендинга. Товары класса «люкс» не попадают в эту категорию, так как их потребители достаточно хорошо разбираются в том, что берут. Им важна история компании, ее мировая известность. А вот последнего, как раз и не может дать псевдоиностранный бренд.
Также, стоит отметить, что к преимуществам использования псевдоиностранного бренда относятся такие факторы как: более дешевая рекламная кампания; игра на мировоззрении потребителей; проще продвигать товар при выходе на западный рынок; исторический момент.
В качестве дополнительных минусов к псевдоиностранным брендам можно отнести политическую обстановку в стране. Например, резкое ухудшение отношений между Великобританией и Россией может привести к тому, что товар выкинут с прилавков многих магазинов. Или потребители станут покупать его менее активно.