30 английских пословиц, которые пригодятся в разных ситуациях
1. The squeaky wheel gets the grease
Это американская пословица. Авторство приписывается юмористу Джошу Биллингсу, однако фактами это не подтверждено. Можно говорить только о времени появления фразы — вторая половина XIX века.
2. Actions speak louder than words
Считается, что эта фраза появилась в XVII веке. В нынешнем виде она была впервые использована Авраамом Линкольном в 1856 году.
3. A picture is worth a thousand words
Поговорку начали активно использовать в Америке в 1920-х годах. А первое упоминание, зафиксированное в письменных источниках, относится к 1911 году, когда эту фразу озвучил редактор одной из газет в Сиракузском рекламном мужском клубе.
4. A watched pot never boils
Фразу ввёл в обиход Бенджамин Франклин. Он использует её в докладе, опубликованном в 1785 году, со ссылкой на Бедного Ричарда. Примечательно, что под этим псевдонимом писал сам Франклин.
5. A bad workman blames his tools
Вероятнее всего, поговорка пришла в английский язык из французского: первое упоминание фразы в источниках из Франции встречается в XIII веке, на английском языке — только в XVII веке.
6. A bird may be known by its song
О происхождении этой пословицы известно мало, можно только сказать, что у неё есть более длинный вариант, который не оставляет вариантов для трактовки: «A bird is known by its song, a man by his words» («Птицу можно узнать по тому, как она поёт, человека — по тому, что он говорит»).
7. You can lead a horse to water, but you can’t make him drink it
Это одна из самых старых английских пословиц, которая используется до сих пор. Первое упоминание датируется 1175 годом.
8. When in Rome, do as the Romans do
Выражение впервые встречается в письме христианского святого Аврелия Августина в 390 году. Он писал примерно следующее: «Когда я в Риме, я пощусь по субботам, но в Милане я этого не делаю. Всегда следуйте обычаям той церкви, которую посещаете, если не хотите скандала».
9. There is no time like the present
Впервые эта пословица была записана в 1562 году. Позднее один из составителей сборника поговорок Джон Траслер развернул это выражение до «No time like the present, a thousand unforeseen circumstances may interrupt you at a future time», что означает «Нет времени лучше, чем настоящее, тысяча непредвиденных обстоятельств может помешать вам в будущем». Но прижился лаконичный вариант.
10. There is no such thing as a free lunch
В середине XIX века в Великобритании и США под объявления о бесплатных обедах маскировалась реклама, которая предполагала иные траты. Например, в одном из салунов в Милуоки накормить «бесплатно» обещали тех, кто купит сигару или напиток. Разумеется, затраты на поданные блюда были включены в стоимость алкоголя или сигары. Из-за таких объявлений некоторые заведения были привлечены к ответственности за недобросовестную рекламу.
11. The pen is mightier than the sword
Это точная цитата из пьесы Эдварда Бульвера-Литтона «Ришелье, или Заговор», написанной в 1839 году. Однако в других формулировках эта мысль звучала ранее у Джорджа Ветстоуна и Уильяма Шекспира.
12. Practice makes perfect
Первые упоминания пословицы относятся к середине XVI века. Она переведена на английский с латинского.
13. People who live in glass houses should not throw stones
Выражение в такой формулировке встречается в поэме Джеффри Чосера «Троил и Крессида», написанной в конце XIV века. Фраза прижилась и довольно часто используется до сих пор.
14. God helps those who help themselves
Пословица использовалась ещё в Древней Греции. Иногда её источником ошибочно называют Библию, хотя в ней такая фраза дословно не встречается. Напротив, многие христиане критикуют это выражение, как противоречащее догмам.
15. Don’t put too many irons in the fire
Выражение пришло из кузнечных мастерских. Оно связано с работой подмастерья, чьей задачей было переставлять изделия с помощью кузнечных щипцов из огня на наковальню. И если в печи оказывалось слишком много щипцов, это делало работу неэффективной, так как кузнец не мог работать над несколькими предметами одновременно.
16. Birds of a feather flock together
Пословица используется с середины XVI века. В литературе впервые упомянута Уильямом Тёрнером в The Rescuing of Romish Fox.
17. Beggars can’t be choosers
Эта фраза впервые записана поэтом и драматургом Джоном Хейвудом в XVI веке. Она была адресована бедному населению и призывала благодарить за любую помощь и поддержку.
18. An ounce of prevention is worth a pound of cure
В 1736 году Бенджамин Франклин на встрече с пожарными в Филадельфии произнёс эту фразу, предупреждая о необходимости защищаться от стихийных бедствий.
19. An apple a day keeps the doctor away
Выражение широко распространилось после публикации в уэльском журнале «Заметки и запросы» в 1866 году пословицы из Пембрукшира: «Съешьте яблоко перед сном, и вам не за что будет платить доктору».
20. A leopard cannot change its spots
Выражение позаимствовано из Библии. В Книге пророка Иеремии написано: «Может ли ефиоплянин переменить кожу свою и леопард — пятна свои? Так и вы можете ли делать доброе, привыкнув делать злое?»
21. You can’t teach an old dog new tricks
Одна из старейших пословиц в английском языке, в письменных источниках впервые упоминается в XVI веке.
22. Don’t keep a dog and bark yourself
Выражение впервые встречается в произведении Брайана Милбанка Philotimus: the Warre Betwixt Nature and Fortune в 1583 году. Оно звучит из уст философа и врача Филотима, который жил в IV веке в Греции.
23. Discretion is the better part of valour
Фразу «The better part of valour is discretion» произносит сэр Джон Фальстаф в первой части пьесы Уильяма Шекспира «Генрих IV».
24. Children should be seen and not heard
Это правило воспитания было принято в Англии времён правления королевы Виктории. Однако первые его упоминания относятся к 1450 году.
25. Charity begins at home
Иногда источником фразы ошибочно называют Библию. На самом деле впервые выражение в такой формулировке встречается у богослова Джона Уиклифа в конце XIV века. Хотя в первом послании Павла к Тимофею содержится весьма схожая мысль: «А если у вдовы есть дети или внуки, пусть те научатся проявлять свою набожность прежде всего по отношению к своим домашним и воздавать должной заботой родителям и дедам».
26. Curiosity killed the cat
Первоначально выражение звучало так: «Care killed the cat». Причём care означало не заботу, а грусть или печаль. В такой версии пословица просуществовала до конца XIX века и лишь после этого приобрела современный вид. Впрочем, любопытство никогда не поощрялось, поэтому такая трансформация выглядит логичной.
27. Better to light a candle than to curse the darkness
Фраза приписывается Джону Кеннеди, Элеоноре Рузвельт и даже китайскому народу, однако впервые она звучит в собрании проповедей Уильяма Уоткинсона, опубликованном в 1907 году.
28. A nod’s as good as a wink to a blind horse
Фраза появилась в Англии в XVI веке. Сейчас вместо лошади в поговорке может оказаться летучая мышь: «A nod is as good as a wink to a blind bat». В таком виде выражение было использовано в британском скетч-сериале «Летающий цирк Монти Пайтона».
29. Great minds think alike
Эта формулировка фразы впервые была зафиксирована в 1816 году в англоязычной биографии Евдокии Лопухиной, первой супруги Петра I. Однако мысль эта встречалась и ранее.
30. A golden key can open any door
Эта поговорка должна быть такой же старой, как и сами деньги. Но записал её впервые в 1580 году английский драматург Джон Лилли.
10 цитат на Английском. Развиваем эрудицию
Всем нам иногда сложно оставаться позитивными, ведь жизнь — сложная штука. Эти 10 цитат на английском помогут вам увидеть жизнь с лучшей стороны, открыть потрясающие возможности и улучшить своё настроение!
1. «Success is the child of audacity». (Benjamin Disraeli)
«Успех — дитя смелости». (Бенджамин Дизраэли)
2. «We can easily forgive a child who is afraid of the dark; the real tragedy of life is when men are afraid of the light». (Plato)
«Можно с лёгкостью простить ребёнка, который боится темноты. Настоящая трагедия жизни — когда взрослые люди боятся света». (Платон)
3. «It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change». (Charles Darwin)
«Выживает не самый сильный и не самый умный, а тот, кто лучше всех приспосабливается к изменениям». (Чарльз Дарвин)
4. «I am not a product of my circumstances. I am a product of my decisions». (Stephen Covey)
Я не продукт моих обстоятельств. Я продукт моих решений. (Стивен Кови)
5. «You only live once, but if you do it right, once is enough». (Mae West)
«Мы живём один раз, но если правильно распорядиться жизнью, то и одного раза достаточно». (Мэй Уэст)
6. «The two most important days in your life are the day you are born and the day you find out why». (Mark Twain)
Два самых важных дня в вашей жизни: день, когда вы родились, и день когда поняли зачем. (Марк Твен)
7. «Don’t cry because it’s over, smile because it happened». (Dr. Seuss)
«Не плачь, потому что это закончилось, улыбнись, потому что это было». (Доктор Сьюз)
8. «There are no shortcuts to any place worth going». (Helen Keller)
«К достойной цели нет коротких путей». (Хелен Келлер)
9. «Success consists of going from failure to failure without loss of enthusiasm». (Winston Churchill)
«Успех — это умение двигаться от неудачи к неудаче, не теряя энтузиазма». (Уинстон Черчилль)
10. «Never make fun of someone who speaks broken English. It means they know another language». (H. Jackson Brown, Jr.)
«Никогда не смейтесь над человеком, который говорит на ломаном английском. Это значит, что он знает и другой язык». (Х. Джексон Браун — младший)
Следите за новостями, подписывайтесь на канал и изучайте английский язык с удовольствием!
Consultants’ findings
The management has asked a group of consultants to study the problems in the IIR Department. Here is the first part of their report.
Pressure from the redundancy process
Since last yean the HR staff have had to make many col’cagues from other departments redundant Some of the HR staff involved ‘n thus have suffered great emotional strain.
Further staff cuts
1 ‘ 5.6 Listen to these interview excerpts witi ■ various staff members. Make notes under the appropriate headings in the second pari of the report
Heavy workloads
Space problems
The new UK Director
 |
1 You are members of the group of consultants studying the problems in the HR Department. Work in small groups to discuss these questions.
• Which problems do you think are the most serious?
• What should the management do to solve the problems?
2 Meet as one group. Work out an action plan to reduce the stress in the HR Department.
Writing
As leader of the Stress Management Team, wiite the Recommendations section of a report to GVM’s Managing Director outlining your practical suggestions for stress management in the company in both the short and long term.
^ Writing file page 135
Recommendations
After analysing the consultants findings, the Stress Management Team met on 12 September for an extensive discussion The following recommendations were made
| 4i /SSS? |
| r here’s no such thing as и free lunch, f Anonymous |
____I
OVERVIEW
Vocabulary Eating and drinking
heading Corporate entertainment
Language review Multi-word verbs Skills
‘ Socialising: greetings and Smalltalk
Case study Organising a conference
Imagine you have to entertain a group of foreign business people. Which of the following activities would you choose? What would you add?
• historic sites • opera/concerts • motor racing • tennis
• bar/nightclub • wine tasting • golf • restaurant
• theatre • horse racing • football • art galleries
| Listenir Corporate entertaining |
 Lionel Prenat |
 Isabelle Maca.t |
Many companies spend a lot of money on corporate entertaining. Do you think the money is well spent? Why or why not?
5.1 Listen to the interview with Lionel Prenat, Assistant Sales Director at the Novotel London West hotel. Then answer these questions.
1 What corporate events does he mention, apart from trade shows? Complete the words.
a)ex_________________ n
b)___ rk__________ s
c)___ m__________ s
2 What is Novotel’s top priority? Complete this sentence.
‘The most important thing is to make sure we provide the right venue, the
most suitable venue for the. for them to.
their aim and their. ‘
6.2 Isabelle Macart is Assistant to the General Manager at Novotel London Wes’:. Listen to the first part of the interview, and decide whether these statements are true (T) or false (F).
1 The ‘Five Senses Experience’ is a programme about tasting food from the five continents.
2 It is designed for groups of between five and 90 people.
3 It gives people the opportunity to experience how they use their senses in their daily life.
6.3 Listen to the second part of the interview and cross out the words which are not spoken.
the great thing about the ‘Five Senses’ programme is that it gets most people talking freely, it breaks down cultural barriers and it gives people a memorable shared experience. It can help them to communicate successfully with and work with new colleagues, clients and customers in ways that are much more effective.’
Put the following into a logical order for entertaining in a restaurant.
| a) | Look at the menu | □ | e) | Have the main course | □ |
| b) | Ask for the bill (BrE) / check (AmE) | □ | f) | Have a dessert | □ |
| c) | Book a table (BrE) / | g) | Order a starter | □ | |
| Make a reservation (AmE) | Ш | h) | Have an aperitif | □ | |
| d) | Leave a tip | □ |
Put each word in the box next to the appropriate group of adjectives to make word partnerships about restaurants.
atmosphere food location prices restaurant service
4 to serve delicious
tasty local regional exotic
5 to be in a convenient
6 to charge reasonable
| an elegant a stylish a popular an exclusive |
| jwtamnt |
| 2 fast friendly efficient 3 a cosy a friendly a welcoming |
You plan to take a foreign visitor out to dinner. Rank these factors in order of importance when choosing a restaurant.
Then, compare and discuss your ranking in pairs. Use some of the phrases in Exercise В to help you.
How would you describe a typical dish from your country to a foreign visitor? Use these phrases to help you.
It’s a meat dish /fish dish /rice dish /vegetarian dish /etc. It’s a kind of seafood /vegetable /dessert /etc. It’s quite spicy /rich /hot /sweet /salty /etc. It tastes a bit like chicken /lamb /etc. It’s served with rice /pasta /a salad /etc.
Discuss these questions.
1How important is corporate entertaining
a) in your countrv? b) in your company/organisation?
2Think about business visitors to your country.
• What places would you like them to visit?
• What events would you recommend?
• What other types of entei tainment could you offer?
Which of the following events and activities would business people from your country enjoy most?
1a Premier League or World Cup 4 hot-air ballooning football match
2the Wimbledon tennis tournament 5 staying at a health spa
3destroying a car with a tank 6 flying a jet fighter
| Corporate entertainment |
Read the article below. Tick (✓) all the activities in Exercise В which are mentioned.
Corporate thrills reach new highs
London firms are now taking their 5 favourite clienis on driving lessons. The only difference is, it involves a tank, as well as target practice using t h e vehicle’s guns. The v/inner of the day’s contest gets a chance to run over a car wit! 1 the 10 tank.
while a corporate hospitality seat at the Wimbied^n tennis tournament can set you back 52,000.
30 The budgets are huge. But it is much more cost-effective to keep that customer than to try and find new ones,’ Elnaugh says A day in a tank costs «1400 a head,
They try to offer a once-in-a-lifetime expenence their clients are unlikely to forget, but hot-air ballooning and visits 5u to health spas are still more usual
 |
Work in pairs. Complete three questions about the text above
Student A: Turn to page 137. Student B: Turn to page 143.
Complete these sentences with words from the article.
1Companies have to come. new and exciting ideas.
3Entertainment firms are always looking. new ideas.
A multi-word verb is a verb and one or two particles (prepositions or adverbs).
• It is sometimes possible to guess the general meaning of multi-word verbs from the context.
August is too early for our conference. Let’s put it off until October. (= to delay to arrange to do something at a later date)
• However, sometimes the meaning is difficult or impossible to guess.
| Language review Multi-word verbs |
I turned down their offer. ( = to refuse) page 123
l>6.4Two colleagues, Ana and Ben, are talking about their company’s programme for some Taiwanese visitors. Listen to excerpts from their conversation and answer these questions.
1 Why did Alice have to change the hotel reservation?
2 What would the visitors like to do before they leave 7
3 What happened two years ago?
Complete the conversation with Ben’s replies (a-h) below.
1 ‘Alice is looking after our guests from Taiwan.’
2 ‘She had to change the hotel booking because several extra visitors turned up.’
3 ‘Our Sales Manager is taking them out tonight.’
4 ‘And they all want to look around the city before they go.’
5 ‘I certainly look forward to meeting their new Chief Executive.’
6 ‘I hope all staff can feme part in the visitor programme.’
7 ‘Thev want us to visit them next year. We said we’d like to take up their invitation.’
8 ‘It was a shame to turn down their invitation to their sales conference two years ago.’
a)‘Do they really? It’s a pity there aren’t many pi aces to visit’
b)‘I agree. It was a mistake to refuse.’
c)‘I know. She told me three more people arrived unexpectedly.’
d)‘Jeff has always loved socialising. I’m sure he’ll entertain them very well.’
Ciifi: of чtsttors, doesn’t si re? 1-
f)‘So do I. It would be great if all of us got involved in it.’
g)‘That’s really kind. Of course we’ve got to accept.’
h)‘Well, I think we re all really excited that we’re going to meet her at last.’
, (5.4 Listen again to check your answers. Then practise the conversation excerpts in pairs.
Look at all the verbs initalics in the conversation in Exercise B. Study how the verbs Ben uses can help you understand the multi-word verbs used by Ana.
Socialising: greetings and small talk
What do you say to a business contact when:
1 you introduce you’selP
2 you introduce another person?
3 you are introduced to another person?
Listen to five conversations at a conference Match up the speakers in each conversation. T hen decide whether they know each other
| Speaker 1 | Speaker 2 | Do they know each other? |
| 1 Liz | a) Linda Eriksson | |
| 2 James | b) Jurgen | |
| 3 Julia \ | c) Lisa | |
| 4 John | ^ d) Jane | Yes |
| 5 Carla | e) Sam Clarke |
6.5 Try to complete conversations 2 and 4 below. Then listen again and check your answers.
A James. hdYP. you. ‘Sam Clarke?
. 3 Bill Carlton. I used to. 4 with him in Spain.
С Oh, yes. Bill. He’s in Moscow now.
В Really? I didn’t know that. him my. 5 next
В Hello, John. 6 to meet you. I’m Lisa from the Munich office.
A Oh, Munich. I’ve never been, but I. 7 it’s a. 8
В Yes, it is. It’s great. You should come. The conference is going to be there next year.
A I’d. s to. I’ll look. 10 to it.
Look at the expressions below. Which are said by a) a host? b) a guest?
Label each expression either H (for host) or G (for guest),
1 Can I get you a drink? H
2 Yes, it’s just down there on the left.
3 It all looks good. What do you recommend?
4 Would you like me to show you round?
5 Help yourself to some food.
6 Yes, please. I’ll have a white wine.
7 Can I give you a lift to the airport?
8 Yes, I’d love to see some of the sights.
9 Could you tell me where the toilet is, please?
10 It’s very kind of you to offer, but there’s a taxi coming for me at 11.00.
| Requests Could I use your phone, please? Do you mind if I tal e one of your brochures? Offers Can I give you one of my cards? Would you like to have dinner with lis tomorrow night? |
Match the sentences from Exercise D in logical pairs. Fci example,
Can I get you a drink? (1)
Yes, please. I’ll have a white wine. (6)
Jurgen, this is Lisa. Anita, do vou know Dr Olatson? Have vou met Nigel? Peter, I’d like you to meet Steve Jones.
‘How’s business?’ ‘We’re having
a great year.’ ‘How are things?’ ‘It’s reallv busy at the moment.’
Pleased to meet yoi Nice to meet you. Good to see you again.
Work in pairs. Role-play the conversation below.
You are at a conference. You recognise someone you met at a conference two years ago. Introduce yourself and make small talk. Use yuur role card to prepare for the conversation.
• You met В two years ago at a conference on Customer Care in Frankfurt.
• You own a small firm which sells office equipment.
• You haven’t seen the city yet.
• You are staying at the Grand Hotel in the city centre (a good choice: room service and the facilities are excellent).
• You are leaving in three days’ time.
• You think the conference will be very interesting.
Background
VMl, an international financial servic es company based in Valencia, Spain, is holding its first international conference later this year. The Chief Executive, senior managers at head office and about fifty managers from its overseas subsidiaries and sales offices will attend. The aims of the conference, in order of priority, are:
• to allow managers to get to know each other and become a stronger international team.
• to thank managers for their hard work.
• to discuss how the company can improve its products and services.
This is an important event and the Marketing Department must plan it carefully.
Listening
j)6.6 Listen to two colleagues in the Marketing Department discussing the planning of the conference. Make notes about the four features the conference venue must have.
| в |
| Organising a conference |
| л |
Conference venue specifications
You are members ofVMI’s Marketing Department.
1 Work in small groups. Discuss which hotel best meets the requirements of the conference.
2 Me et as one gruup and listen to each other’s ideas.
As Chief Executive of \TvII, write an e-mail inviting the overseas sales managers to attend this year’s с onference. Inform them of the dates, the purpose of the conference and the details of the location.
Writing file page 133
^Send в 3 ^ ffi ф ^ # Insert File.. % Priority [24] ^Options..
The marketing team sent out a questionnaire to find out what type of venue the participants preferred. They have selected four to choose from. All prices include the cost of flight
(fell Sale? Managers
Hotels
Long Beach Hotel, Casablanca, Morocco
Seabide location 5-star hote:
Two large conference rooms but no seminln rooms Large sw.mm.ng pool, sauna, tropical garden, shops and n.ghtcluo
Advantage: Very attractive beach Disadvantage: Few cultural attractions
2 Hotel Moda, Prague, Czech Republic
• One conference room and two seminar rooms
• Spacious bedrooms Large swimming pool (open to the public) sauna Jar.uz2′ hairdressing salon, satellite TV
• Advantage Low cost means more money for Cultural tours, sightseeing, *Lhe opera, etc.
• Disadvantages’ Half an hour by underground to the citv centre. Heavly booked ir summer
3 Hotel Matong,Tiomans Malaysia
(an island off the east coast)
• Wide choice of large and small conference rooms
• Spauous grounds \ /ith tropical gardens
• Golf course, tennis courts and football pitch
 |
• Disadvantage: Noi */ery accessible
Great ideas
Match the verbs (1-6) with the nouns that they go with. Then complete each sentence belcw (a-f) with the correct form of one of these verb/noun combinations.
| a breakthrough a gap a market a need a range an award |
| to win to make to fill to extend to enter to meet |
a)Azra. the sport and leisure. two years ago with high-quality trainers
| Past simple and past continuous |
b)If you listen carefully to the markets, your products are more likely to. a real
c)Last year, Julia Vyman, a young entrepreneur from Melbourne. for her
d)Our company has begun to. its. of products in the hope of increasing
e)Pharmaceutical companies are hoping to. a major. in the search for
effective cancer drugs.
Complete this text with the correct past simple or past continuous form of the verbs given.
Julia Wyman now lives in Australia, but she was born in the Philippines. Her parents,
who are both engineers. [25] (supervise) the construction of a power
station there at the time. In the 1980s, they. [26] (move) to Canada
While she. [27] (study) business administration at the Toronto College of
Economics, Julia. [28] (have) her first great idea. She. [29]
(create) a system that would enable companies to get better, more useful feedback
from their customers. Two years later, she. [30] (do) research into types of
company organisation when another interesting idea. 7 (come) to her.
She. 8 (modify) the traditional, hierarchical company structure in a way
that. 9 i.improve) the how of communication and. 10
(giveD employees greater autonomy.
Dayton & Cooper soon. 11 (hire) her as a consultant, and later
. 12 (offer) her a post in Melbourne, where they. 13 (sef
| Past simple and present perfect |
up) their new headquarters.
Stress
(earn) a lot more money in her previous job, but she finds
her new one more relaxing.
| 8Peter 9Why. |
| you |
Сoffei) to work overtime before I asked him.
(complain) about the workload? That’s
why you lost your job!
10 You’ll have to excuse the boss. He recently.
Read the letter below and supply suitable bits of information (1-4) to complete it. Then write the missing paragraph, explaining why you are leaving th e company. Include these points:
• Say how long you have been under stress
• Give three reasons why the stress is so extreme
| (be) under a lot of stress |
 |
• Say you saw a stress counsellor, and what advice she gave you.
12 Boulevard Jean Jaures 69623 Villeurbanne
CTS International FAO Mrs Belmaker Head of Human Resources 3 Place Penault 64025 Lyon
I am sorry to have to nform you that, after careful consideration. I wish to hand in my resignation.
My first two years at CTS were exciting and very motivating. Like the other people in my team, I always gave the best of myself, while I also felt that I was learning a lot. My superiors were easy to talk to, and there was always someone to listen 10 you.
However the takeover by Southbuty changcd everything.
Although the normal period of notice is three months, 1 was wondering if you could possibly let me leave in two weeks’ time. If this is not convenient, I could work on a part time basis until m> contract officially ends.
 |
Entertaining
Complete these sentences with the missing words. Then write the words in the grid below.
2‘What would you like for your main. fish or chicken?’
3‘Can I give you a. to the airport?’
4‘I’d like to book a. for three for 19.30 tomorrow evening.’
5‘Do you. if I take one of your brochures?’
6‘That was a wonderful dinner, thank you. The food here is so. I’
 |
Now work out the hidden word in the shaded boxes and use it to complete this sentence.
After you have been somebody’s guest, you usually write to thank them for their
Read this article, then choose the best sentences (a-f) to complete the gaps (1-4). Note that you will need only four of the six sentences given.
Drugs companies to cut down gifts for doctors
The pharmaceutical indus- 25 to office use, and its value
try across the whole restricted to ten euros.
has to follow a tough new The code also places
[1] code of practice. tight limits on the
Drugs companies will 30 widespread practice of
have to limit the entertain- companies funding doc-
ment they provide to tors’ travel to scientific
doctors. This follows accu- conferences in order to gain
[1] sations that companies credibility for their
entertain doctors in order 35 products. ^
to influence prescribing in addition, payment for
patterns. spouses is no longer
. 1 It puts a allowed.
[1] strict limit on hospitality There will be sanctions
and gifts that can be offered 40 and annual audits to ensure
to doctors or other drug everybody follows the code,
prescribers. Some countries, inc-
For example, pharmaceu- luding Sweden, the UK,
[1] tical companies are no Prance and Spain, have
longer allowed to offer 45 already brought in tough
healthcare professionals industry codes of practice.
offered should be relevant
a)It is sometimes difficult to refuse a gift without causing offence.
b)Drug companies are now allowed to pay only economy air fares for doctors when travel is justified.
c)However, a few other EU countries may have to change their culture to meet the demands of the new proposals.
d)In reality, they do not even know that this code of practice exists.
e)Invitations to sporting or other leisure events are no longer allowed, either.
f)The code tries to respond to such criticism.
| □ Vocabulary Word partnerships □ Listening Successful marketing □ Reading Selling dreams □ Language review Questions □ Skills Telephoning: exchanging information □ Case study Kristal Water |
LIMIT
| Starting up |
| 1 Product 2 Price 3 Promotion 4 Place |
Peter F. Drucker (1909-2005), Austrian management expert
Q‘The tour Ps’ form the basis of themarketing mix. If you want to market a product successfully, you need to get this mix right. Match the ‘Ps’ (1-4) to the definitions (a-d).
a)the cost to the buyer of goods or services
b)informing customers about products and persuading them to buy them
c)where goods or services are available
| ^^ Vocabulary file page ] 58 |
d)goods or services that are sold
фО 71 Listen to four consumers talking about different products. Decide which of the four Ps each speaker is discussing: product, price, promotion or place.
Tell your partner about a marketing campaign that impressed you
For each group of words (1-5):
a) fill in the missing vowels.
| Vocabulary Word partnerships |
b) match the words to the definitions (a-c).
| 1 market | r _£S£clrch— s _ gm _ nt sh_re | a) the percentage of sales a company has b) information about what customers want and need c) a group of customers of similar age, income level and social group |
| 2 consumer | b_h_v___ r pr_f_l_ g ds | a) description of a typical customer b) where and how people buy things c) things people buy for their own use |
| 3 product | I__ nch l_f_ cycl_ r_ng_ | a) introduction of a product to the market b) length of time people continue to buy a product c) set of products made by a company |
| 4 sales | f_r_c_st f_g_r_s t_rg_t | a) how much a company wants to sell in a period b) how much a company thinks it will sell in a period c) numbers showing how much a company has sold in a period |
| 5 advertising | c_mp__gn b_dg_t _g_ncy | a) a business which advises companies on advertising ana makes ads b) an amount of money available for advertising during a particular period c) a programme of advertising activities over a period, with particular aims |
QChoose: a well-known brand for each of these categories.
• newspapers and magazines
Give typical consumei profiles for each brand. Include the following:
• other products the consumer might buy
^ Vocabulary file page 158
QWhat sort of advertising campaign could you have in your country for each of the brands you chose in Exercise B? How else could you try to incease the sale of each brand?
7.2 Listen to the first part or an interview with Jonathan Turner, Managing Consultant at Oxford Strategic Marketing, and complete the notes.
Keys to successful marketing
• get a deep understanding of their. 2 and their
• analyse all the business. 4 and market
• have a strong business. 6
• have an instinctive understanding of how. 7
QWork in small groups. Discuss in what ways the following points also contribute to successful marketing.
• an awareness of the company’s strengths and weaknesses
• an understanding of the opportunities and threats the company faces
• good communication skills
• a good, creative campaign
Which one do you think Jonathan will mention nexi?
0 7.3 Now listen to the second part of the interview and see if you were right. Do you agree with Jonathan?
(!)7,4 Listen to the last part of the interview and answe* these questions.
1 What kind of company is Oxford Strategic Marketing working for at the moment?
2 How does the technique called ‘market segmentation’ work?
3 What did Oxford Strategic Marketing do for tneir client?
4 What was surprising about the results of the research?
QDiscuss these questions in pairs.
1 Which celebrities from your country have appeared in advertisements? What kind of products do they endorse?
| Listening |
| Successful marketing |
 ▲ Jonathan Turner |
| Reading Selling dreams |
| 64J |
2 Which world-famous film stars ana sportspeople have appeared in advertisements? In your opinion, which of those ads was the most effective?
0Before you read the article, match these questions (i-6) with their possible answers (a-f).
|
| by Vanessa Friedman |
QRead the article and correct the answers (a-f) in Exercise B. They are all wrong.
 |
Chanel No 5 has be»n the number-one fragrance in thn world almost continu- 30 ously since its creation in 5 1921, an extraordinary achievement in an industry that sees an average of almost 300 perfumes 35 launched every year, and 10 where the average shelf life for a fragrance is only two or three years.
In sume markets, howev- 40 er, Chanel No 5 slipped In 15 order to regain the top spot and attract a new generation of perfume wearers. Chanei launched a new 45 ad Campaign which centres 20 on a ‘commercial’ directed by Moulin Rvuge director Baz Luhrmann, starring Nicole Kidman, and lasting 50 1 I must go now. I think that’s everything.
Could you give me a few details? What about the new range? Did she say when she’d like to meet?
Role-play this situation. One of you is the Marketing Directoi of a sunglasses manufacturer. The other is the European Sales Manager. Role-play a telephone call to talk about a focus group for the company’s new range of sunglasses.
| О |
| Vocabulary file page 160 |
Marketing Director: Turn to page 138. Sales Manager: Turn to page 142.
Background
Kristal is a oottled water, manufactured by a US company, Hamilton Food and Drink Products (HI I)P). According to HI DP, it comes from a spring deep under the rocks in \laska, US. It is advertise! as the purest wa*er in the world. It has few minerals, and nothing is added to the water to change its taste. The water is targeted at people who want to have a healthy lifestyle.
The launch
After ix months, it was clear that the product launch was a failure. Sales were 60% below forecast, and very few people knew that there was a new bottled water product named Kristal.