- •1. Read the text personal satisfaction: the four c's
- •2. Explanations to the text
- •3. Key vocabulary / expressions
- •4. Ask five Special questions to the text.
- •5. Give equivalent Russian phrases to the following English ones
- •6. Translate from Russian into English
- •7. Prepositional phrasal verbs.
- •9.3 Tell the group about Australia. Essential grammar ( essential Grammar Appendix)
- •11. Translate the following sentences and state the function of that, who, which, where, when
- •12. Analyze and translate the following attributive sentences
- •13. Change the following attributive clauses according to the given model and translate the resulting sentences
- •Self-Study
- •14. Translate the sentences
- •15. Students’ slips of the tongue and pen. Correct the sentences
- •16. Compile as many words as you can with the letters of the word overpersonalize
- •1. Read the text how to better conduct a one’s own market research
- •2. Explanations to the text
- •3. Key vocabulary / expressions
- •4. Prepositional phrasal verbs
- •5. Phonetic drill.
- •6. Find Russian equivalents to the words in the table
- •7. Test your attention. Complete the sentences with the information from the text
- •Self-Study
- •17. Translate the sentences in a written form
- •18. Compile as many words as you can with the letters of the word serendipitiously
- •19. What is meant here? Read and discuss the following sayings with your partner.
- •1. Read the text some sources to consider for market research
- •6. Find in the text international words and make your own sentences with them.
- •7. Speaking practice.
- •8. Word formation (Different ways to construct the words or new notions)
- •9. State the function of the Infinitive. Translate the sentences
- •10. Translate the sentences paying attention to the Infinitive
- •11. Translate the sentences with split infinitive
- •11. Translate the sentences with the for- phrases
- •12. Home reading
- •13. What do you think of the following?
- •1. Read the text what to do with the collected data
- •2. Explanations to the text
- •3. Key vocabulary / expressions
- •4. Phonetic drill.
- •5. Prepositional phrasal verbs.
- •6. Word formation (Different ways to construct the words)
- •6.1 Translate the following words with negative suffixes and prefixes
- •6.2 Translate the following sentences with the italicized words
- •13. Translate the sentences with the sUbjective infinitive construction
- •Self-Study
- •14. Translate the sentences
- •15. Are you sure you remember the words of your active vocabulary?
- •Environment
- •9. Express your opinion on the following
- •10. Are you sure you remember the words of your active vocabulary?
- •Advertisement
- •1. Read the text what language to use for conveying success
- •2. Explanations to the text
- •3. Key vocabulary / expressions
- •_________________________________________________Lesson 13. What language to use for conveyimg success
- •4. Phonetic Test.
- •5. Ask questions so that the sentences below could be answers
- •6. Prepositional phrasal verbs
- •9.2 What do the italicized words mean? Explain them in the most detailed manner
- •9.3 Discuss the information from the extract with your partner.
- •11. Translate the following sentences paying attention to the forms and functions of the gerund
- •12. Translate the following sentences paying attention to the gerund phrases
- •_________________________________________________Lesson 13. What language to use for conveyimg success
- •15. Analyze the functions of the participles
- •16. Read and translate the following sentences explaining the functions of words ending in -ing
- •Self-Study
- •17. Translate the sentences.
- •18. Translate the following sentences into English
- •1. Read the text the executive summary
- •If they don’t understand it at first,
- •2. Explanations to the text
- •3. Key vocabulary / expressions
- •8. Read the words, paying attention to different pronunciation of letters ch
- •9. Word formation
- •10. Speaking Practice. Business Practices.
- •10.1 Read the following words of a practitioner and express your own opinion on the kind of Summary you may use in your Business plan.
- •10.2 Read and discuss the following with your partner
- •11. Home reading
- •12. Analyze and translate the sentences
- •13. Analyze and translate the sentences
- •Self-Study
- •14. Translate the sentences
- •15. Check yourself.
- •16. Compile as many words as you know with the letters of the word demographics
- •17. Read the following proverbs and find their Russian equivalents. In what situations can you use them? Make your own situations.
- •1. Read the text the evaluation of industry
- •2. Explanations to the text
- •3. Key vocabulary / expressions
- •4. Test your own attention. Find English equivalents in the text
- •5. Make up sentences with the given above word combinations
- •6. Complete the sentences with the information from the text
- •7. Phonetic Test.
- •8. Prepositional phrasal verbs
- •10.3 What is your opinion of the following?
- •10.4 Read the text and underline the main concerns of the environmentalists. Discuss them with your partner. Explain the italisized phrase in the most detailed manner
- •11. Modal verbs with perfect infinitive.
- •12. Should, would
- •13. Should ought need
- •14. Translate the sentences into English
- •15. Would
- •Self-Study
- •16. Translate the sentences into English in a written form
- •1. Read the text managErial issues
- •2. Key vocabulary / expressions
- •3. Read the words paying attention to different pronunciation of letter c and t. Translate the words
- •4. Prepositional phrasal verbs
- •5.2 Read and say what you think of public relations.
- •5.3 Read the following definitions. Discuss the difference between these two notions with your partner
- •5.4 Topics to discuss in dialogs
- •5.5 Discuss the topic “My Future Speciality” with your partner using also the words
- •Self-Study
- •7. Translate the following sentences paying attention to grammar structures used in them:
- •8. Home reading. Read the text on pages 151-155. Competition test.
- •9. Give a good translation of the extract below.
- •10. Translate the sentences into English.
9. Express your opinion on the following
1. Let us follow our destiny, ebb and flow. Whatever may happen, we master
our fortune by accepting it.
Virgil
2. Ambition is the last refuge of the failure.
Oscar Wilde
3. People think that at the top there isn’t much room. They tend to think of it as
an Everest. My message is that there is tons of room at the top.
Margaret Thatcher
10. Are you sure you remember the words of your active vocabulary?
Compile as many words as you can with the letters of the word
Advertisement
Remember: this is not a burden, but a great opportunity to revise your active vocabulary! By the way, what does the word mean?
________________________________________________________Lesson 13
1. Read the text what language to use for conveying success
1. The language you use in your plan can give the impression you are thoughtful, knowledgeable, and prudent, or, conversely, it can make you seem naïve and inexperienced. *Your fundamental goal is to convey realistic optimism and businesslike enthusiasm about your prospects1. Use a straightforward, even understated, tone. Let the information you convey, rather than your language, inescapably lead to the conclusion that your business will succeed. Avoid formal, stilted language. Instead be natural, *as if you were speaking to the reader in person2; however, avoid slang and don’t be “chatty”, always be professional. Listed below are some other pointers to keep in mind when writing your business plan.
2. Mind the use of superlatives. Readers are naturally skeptical of overreaching self-promotion. Avoid using words such as “best”, “terrific”, “wonderful”, or even “unmatched.” They reduce credibility. Rather, use factual descriptions and specific information to make positive impressions
3. Instead of saying “Our widget will be the best on the market, really superior to all others”, say “Our widget will not only handle all the functions of existing widgets, but will also add features x, y, and z, and sell for $(or Є)3 less than our closest competitor’s widget. No competitor of ours offers these features at any price.”
4. When trying to get additional financing for your restaurant, don’t tell the reader that the food and atmosphere are “terrific”. Instead provide specific information that proves you are doing something right: “Due to the restaurant’s popularity, there is an average 45-minute wait for a table on Friday and Saturday nights, and a wait of15 to30 minutes on other evenings.”
5. The only exception to this rule is when you use superlatives as part of your goal in *a statement of Mission3. Then it is appropriate to state, “We intend to make a dog food unmatched in quality by any national brand.” Even then, however, it is important to include the specifics of what you mean by such a goal.
6. Avoid purely subjective comments. Everyone expects you to think your product or service is outstanding. Thus, your own comments are meaningless. Instead, use outside sources to give the reader confidence in your competitiveness. Eliminate comments such as “We believe this will be the best dog food on the market,” or “Adeena’s fashions are equal to those made by top designers.” Such statements use upvaluable space in your business plan, and a reader is likely to tune out when encountering such hyperbole.
7. However, the same comment, when made by an authority, becomes quite powerful: “Women’s Wear Daily states that Adeena’s fashions equal those of the top designers,” or “The newspaper’s annual survey rated our restaurant among the top 10 in its price category.”
8. You don’t even have to quote a well-known authority. Anyone with credible related experience will do, as this example shows: “The breeder of the winner of last year’s Tricountry Dog Show tested our dog food and concluded, “This will be the best dog food on the market, superior to any national brand.”
9. Business terms. Although it is certainly not necessary to be a business school graduate to develop a business plan, you should know and use appropriate basic business terms. You don’t want to be discredited or misunderstood by using words improperly. If business is new to you, familiarize yourself with the PR and Business Terms Glossary at the back of this book.
10. Also, become familiar with the basic terms of your industry and use those words when appropriate in your plan. If you don’t know these already, you should be able to pick many of them up while doing background work for the Industry Analysis section of your plan. However, do not fill your plan with a lot of technical jargon in the hope of sounding impressive. There is a good chance that someone totally unfamiliar with your industry will be reading it, especially if you are seeking outside funding.