III. Словообразование (word-building)

Ex 3.1. Заполните таблицу пропущенными словами, выпишите из словаря их транскрипцию:

Существи-тельное	Прилага-тельное	Существи-тельное	Прилага-тельное
1	luxurious	commerce	5.
fashion	2.	economy	6
3.	industrial	fame	7.
creation	4.	8.	talented

Ex 3.2. Прочитайте текст и переведите:

Companies don’t just sell products. They sell a lifestyle. Nearly everything you buy says something about you: your clothes, your car, your mobile, all show what kind of life you have. Customers choose brands that represent their lifestyle, or the lifestyle they want to have.

Through advertising, companies try to promote an image of the kind of people their customers want to be. For example, Ray-Ban – the sunglasses producer – ran an advertising campaign with photos of strong, dynamic men. The idea was that men who are leaders and heroes wear Ray-Ban.

Another example is Gap. They have a range of clothing for men called StressFree. You can drop something on your trousers and it cleans off immediately. So you have no worries. You can be relaxed and stylish at the same time. The company advertised the clothing with the song, I’m free.

Ex 3.3. Ответьте на вопросы:

1. Companies don’t just sell products. What more do they sell?

2. What three examples does the author give of things that people buy that “say something about who you are”?

3. What kind of men did Ray-Ban show in the photos in their advertising campaign?

4. What kind of people do their customers want to be?

5. Is Gap’s StressFree clothing for men or for women?

6. What two adjectives describe the image of the brand?

IV. Сравнительная и превосходная степени прилагательных (comparatives and superlatives)

Ex 4.1. Заполните таблицу прилагательными, выделенными жирным шрифтом в следующих предложениях:

- Fashion shows are cheaper than advertisements.

- A show is more effective than advertisements.

- The most famous brands are in Paris.

- Ready-made clothes are less expensive than hand-made clothes.

- It is easier to copy than to create a new design.

- Paris has the biggest number of talented designers.

	Сравнительная степень прилагательных	Превосходная степень прилагательных
A короткие прилаг-ые (один слог)	Прил-ое + er 1 ______________	The + прил-ое + est 5_______________
B короткие прилаг-ые, заканчивающиеся на –y (один или два слога)	y + ier 2 _______________	The + прил-ое + est
C длинные прилаг-ые (более двух слогов)	more/less + прилаг-ое 3 _______________ 4 _______________	The most/the least + прилаг-ое 6 ______________

Ex 4.2. Какие из этих прилагательных относятся к типу A, а какие к типу C?

high, fashionable, beautiful, reliable, practical, slow, old, young.

Ex 4.3. Напишите недостающие формы степеней сравнения прилагательных:

прилагательное	cравнительная степень	превосходная степень
adventurous	more adventurous	the most adventurous
	worse
big
	cheaper
		most competitive
	more economical
good
	more popular
		the safest
	more sensible
strong

Ex 4.3. Заполните предложения с “as” или “than”.

1. The British fashion industry isn’t as important __________ the French.

2. Advertisements are more expensive __________ fashion shows.

3. A fashion show generates as much publicity __________ an advertising.

Ex 4.4. Выберите верное слово, выделенное курсивом:

1. The US has a bigger / more big domestic market than France.

2. An off-the-peg dress is more cheaper/cheaper than an haute couture dress.

3. There aren’t as many designers in London than / as in Paris.

4. This year’s designers are prettier / more pretty than last year.

5. John Galliano is one of greatest / the greatest designers in the British fashion industry.

6. I think Stella is most talented / more talented than Susan.

7. Susan is less creative / the least creative of the group.

8. The quality of the clothes in the stores is worse/worst than ever before.

9. The price in France is the same as / than in the UK.

10. The price in the US is lower / the lower than in the UK.

Ex 4.4. Заполните текст прилагательными в сравнительной или превосходной степени:

Giorgio Armani, founder of the Armani Group agrees that the last year has been the (bad) __________ for many years for fashion and luxury goods companies. When the economy is down, people don’t want to spend money. Now, things are slowly getting (good) __________, and customers are becoming (optimistic) __________, but they are (careful) __________ about what they buy than they were before. Quality and value for money are becoming (important) __________ and it is (hard) __________ for companies to sell something just because it has a designer label. People expect luxury goods to last (long) __________ than other goods. Consumers are (interested) __________ in fashion and design than ever before, but they expect to be able to buy the (new) __________ styles for less.

UNIT V. SUCCESS

I. What is success?

Ex 1.1. Что означает для вас успех? Выберите один из вариантов и объясните свой выбор:

- a top job - being good at what you do

- being your own boss - being happy

- earning a lot of money - something else

- being famous

Ex 1.2. Что делает компанию успешной? Заполните предложения словами и фразами:

demand grow control market share profit market leader

1. A successful company has to make a __________.

2. There has to be a ____________ for your products.

3. The most successful companies ____________ the market.

4. Successful companies have a bigger percentage of sales than their competitors. They have a bigger _____________.

5. A company that has the biggest sales or the best selling product in the market is the _____________.

6. Successful companies are always finding new markets and new opportunities to ____________.

Ex 1.3. Прочитайте и переведите текст. Ответьте на вопросы:

What makes a company successful?

To begin with, of course, a successful company has to make a profit. That means that it has to keep costs as low as possible – the cost of manufacturing, for example. Secondly you need to make big sales so there has to be a demand for your products. And of course, you want to be competitive. If your competitor brings out a better product, you can lose customers. The most successful companies control the market. That means they have a bigger percentage of sales and a bigger market share than their competitors. Their product is the market leader. It sells more than any other product in that sector.

Another factor for success is growth. No company wants to stand still. Successful companies are always finding new markets and new opportunities to grow.

Questions:

1. What can companies do to make more profit?

2. What happens if a competitor brings out a better product?

3. What does the author mean when he says that “no company wants to stand still”?

Ex 1.4. Заполните таблицу:

Глагол	Существительное
1. succeed 2. 3. export 4. 5. profit 6. 7. supply 8.	success failure importer retailer product/ producer / production

II. Business failure

Ex 2.1. Заполните текст пропущенными словами и выражениями, переведите текст:

bankrupt distribute sold cool equipped order set up

Snacks 2U was a small firm that produced fresh snack foods and ¹ __________ them to shops, cafes and bars in the region. To ² __________ snacks, it used trucks which it ³ __________ with refrigerators to keep the food ⁴ __________. The business was a success until one day a new producer ⁵ __________ in the same area. It supplied exciting new snack foods at a lower price. Shops and cafes started to ⁶ __________ products from the new company. Snacks 2U wasn’t able to compete, and six months later it went ⁷ __________.

III. Setting up a new business

Ex 3.1. Прочитайте и переведите текст о важных шагах открытия бизнеса. Заполните пять шагов открытия бизнеса внизу:

Well the first step, of course, is to develop a new product idea. Many people decide to start a business because they have a good idea.

But you have to remember that about 80 per cent of new business ideas fail. Usually it’s because people don’t understand the market. So the second step is to conduct market research. Your research should answer two key questions. First, is there a demand for your product or service? Second, who are your competitors?

When you know you have a market, the next step is to prepare a good business plan. Your business plan helps you to focus on what to do. It also helps with the fourth step: getting finance.

You have to decide what type of business you want to have, your goals, your product or service and its key selling points. In the plan, you also need to show that you can run the business. So you include information about staff, management, production, marketing and, of course, finance. This shows that you know how to run a business.

But the most important step is the fifth one: to build a customer base. You need a number of regular customers who come back to you year after year. A strong customer base is key to making a success of your business.

Step 1: Develop _______________________________________

Step 2: Conduct _______________________________________

Step 3: Prepare a good _________________________________

Step 4: Get ___________________________________________

Step 5: Build a ________________________________________

Ex 3.2. Ответьте на вопросы к тексту:

1. What percentage of business ideas fail?

2. Why do they fail?

3. What two questions does your market research need to answer?

4. What two things does a business plan help you to do?

5. What does it usually include? Name three things.

6. Which step does the author think is the most important? Why?