- •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
Unit 12. Products
I. Lead-in
-
Arrange the words in order of stages in the launch of a new product: launch, develop, make, distribute, market, invent, sell, buy, improve, test.
-
Do you know any product you or your family prefer because of its packaging or styling?
II. Study the vocabulary
tangible – осязаемый, реальный
primary – первичный, основной
coal – уголь
diminishing – уменьшающийся, убывающий
advanced – развитый
lean – малозатратный, бережливый
widespread – широко распространённый
to flourish – процветать, преуспевать
intangible – неосязаемый
mortgage – закладная
to define – определять
to perceive – понимать, воспринимать
newly – недавно, только-что
consumer durables – потребительские товары длительного пользования (такие товары, как автомобиль, холодильники, телевизоры, использование которых продолжается в течение относительно длительного периода времени).
replacement – замена, обновление
designed-in obsolescence – продукт устаревающий на стадии разработки
sophistication – усложнение, совершенствование, модернизация
consumerism – 1) стимулирование потребительского интереса; защита интересов потребителя; 2)социальное явление, характеризующееся выдвижением потребления и потребительских благ в качестве высших ценностей, господствующих над другими ценностями человеческой жизни.
to reckon with – считаться, учитывать
hard-wearing – практичный, ноский
long-lasting – долговечный
to discontinue – прекращать, останавливать
to enhance – увеличивать, усиливать, улучшать
to emphasise – придавать особое значение; подчеркивать; акцентировать
tray – лоток, поддон
to refine – очищать (от примесей), рафинировать
to mine – разрабатывать рудник, добывать
robust – крепкий, твёрдый
elegant – изысканный, сделанный со вкусом
user-friendly – удобный для пользователя
III. Read and translate the text
When we think of business, we usually think of tangible products that we can see and touch: computers on the desk or cars in the showroom. We may also think of primary products like coal or agricultural goods. But manufacturing forms a diminishing part of most advanced economies: only 17 percent of the US economy, for example. What manufacturing there is increasingly lean with 'Japanese' techniques such as just-in-time (JIT) ordering of components and total quality management (TQM) becoming widespread.
There is an unresolved argument about whether economies need manufacturing at all to survive and flourish. In many people's minds, nevertheless, there is great regret when a factory closes in a 'traditional' industry: there is something more 'real' about work in a car plant than in a call centre. (The call centre may be selling intangible products such as mortgages: more and more services are described in product terms.) But the car plant may provide more work indirectly, for example at the component manufacturers that supply it.
We define ourselves partly by the products we own and use, wherever they are made. Economies in different parts of the world are at different stages of development in the way products are bought and perceived. In newly industrialised countries such as some of those in Asia, more and more people are now able to afford consumer durables like washing machines for the first time, and companies that sell these types of goods can make large amounts of money. In the West, the market for televisions or washing machines is basically one of replacement. In a situation like this, design, brand and image become more important. Previously prestigious products, like certain makes of luxury car, become increasingly affordable, and manufacturers have to be careful to stay ahead of the game to avoid their brands being perceived as 'ordinary'.
The cars, televisions and washing machines of the 1950s may have had more style, but modern products are technically far better now than they were then. Consumers may complain about designed-in obsolescence and unnecessary sophistication of products with too many features that are never used, and manufacturers may have started to take this into account, simplifying the ways they are used. Consumers are also able to obtain and compare information about different products more and more easily. Consumerism is a force that manufacturers increasingly have to reckon with.