Частина 3 4 страница

9. По прогнозам аналитиков, компания будет продолжать нести убытки в течение года.

10. Руководство компании пригласило на должность менеджера опытного специалиста в надежде, что он сможет вывести компанию из затруднительного положения.

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UNIT 8

HARD JOB

Idioms in focus:

Task 1. Study the following examples and try to understand the underlined idioms in context. Find their Russian equivalents.

1. By sitting up till two in the morning, and rising again at six, Frank Headley burnt the candle of life at both ends.

2. I’ ve been working my fingers to the bone to get everything ready in time for the presentation.

3. After a year of keeping your nose to the grindstone and working overtime, you finally get away for that vacation you've dreamed about.

4. Mickey is used to handling dodgy deals but this time he fears he may have bitten off more than he can chew.

5. Since he lost his job, mounting debts were beginning to take a heavy toll on his finances.

6. Financing your studies may seem like a tall order, but there is plenty of help available.

7. The essence of the dead-end job is that it is a juvenile job, offering little opportunity for absorption into the higher grades of the industry.

8. I know it's not the job you'd hoped for, but at least you can use it to get your foot in the door.

9. Could you show me how to use this machine? I can't make head or tail out of the instructions in the manual.

10.As a goal-oriented person, he’ll stick at nothing to get what he wants.

Task 2. Match the following idioms with their corresponding definitions.

1. burn the candle at both ends 2. work one’s fingers to the bone 3. keep one’s nose to the grindstone 4. bite off more than one can chew 5. take its toll on something 6. a tall order 7. dead end job 8. have got/get/give a foot in the door 9. make head or tail of sth 10. stick at nothing

a) work hard without taking rest b) cause a lot of harm or damage c) have taken the first step towards getting something d) a job without prospects or opportunities for the future e) understand something that is confusing, mixed up f) do everything to accomplish one’s aim g) exhaust, make too great demand on one’s physical or mental resources by overwork h) take on a task that is too difficult i) work very hard manually for a long period of time usually because one needs the money j) a task which is difficult to accomplish

Task 3. Substitute for the underlined phrase an idiom with the same meaning.

1. You’ll find it hard at first but if you do everything to accomplish your aim, you’ll succeed.

2. It’s a bit silly going away on a day-trip after you’ve been on night duty. In this kind of job you can’t overwork.

3. Bob is a very strange guy. Everything he says and does is very strange. I cannot understand him.

4. As a blue collar worker, I work really hard and then the government takes half my income in taxes.

5. The Philips deal also gives Sparc an opportunity to start operating in a new market – consumer electronics.

6. I've only got six weeks before my exams start so I'm trying to work hard without taking any rest.

7. He’s stuck in a job without prospects in the local factory.

8. With two additional jobs, Bill is clearly taking on a task that is too difficult.

9. The disease has caused a horrendous harm in parts of western Africa.

10. Getting a thousand new subscribers is a difficult task to accomplish.

Task 4. Complete the sentences with one of the idioms in focus, paying special attention to the form of the verbs.

1. This part-time work has allowed Frank to ………… and he hopes it will lead to a full-time job.

2. Joseph's been ………… for weeks, taking on two jobs during the week and a third on weekends.

3. Don't …………. Let someone else help you organize the conference.

4. Meeting the deadline was a …………but finally we managed to complete it just in time.

5. He found himself stuck in a low-paid, ………….

6. The recession is ………… on the housing markets.

7. ‘What does this message say?’ – ‘I don’t know – I can’t ………….’

8. She's ………… at the local factory to support her children.

9. He became more and more irritated by her ability to ………… in order to get to the top.

10. We expect John to get good grades again, since he really …………

Task 5. Translate the following sentences into English using idioms instead of the phrases underlined.

1. Как очень целеустремленный человек, он пойдет на всё для того, чтобы добиться своего.

2. Ключ к успеху лежит в том, чтобы не брать на себя больше, чем ты можешь сделать на самом деле.

3. Трудясь на двух работах одновременно, он подрывал своисилы и в конечном итоге заболел.

4. Она всегда хотела работать в сфере СМИ, но ей потребовалось два года, чтобы попасть на телевидение.

5. Растущая безработица негативно сказывается на потребительских расходах.

6. Он не хотел оставаться на этой неперспективной работе и поэтому ушел из компании, как только нашел более подходящее место.

7. Окончание проекта в срок казалось невероятно трудной задачей, но благодаря общим усилиям, команда достигла поставленной цели.

8. Он говорит на неизвестном мне языке. Я ничего не могу понять.

9. Они работали, не покладая рук, чтобы успеть завершить реконструкцию объекта в срок, указанный в контракте.

10. Стараясь совмещать учебу с работой, она работала и днем и ночью.

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UNIT 9

MARKETING MIX

Idioms in focus:

Task 1. Study the following examples and try to understand the underlined idioms in context. Find their Russian equivalents.

1. On its home turf the combined bank would be unrivalled.

2. Rear-view mirrors are just the kind of widget that car makers could easily buy from cheap-labour plants in Asia.

3. He committed the Spice Girls to product endorsement deals for everything from ASDA supermarkets to Polaroid cameras.

4. A television advertisement or commercial is a form of advertising in which goods, services, organizations, ideas, etc. are promoted via the medium of television.

5. This fact sheet describes brief examples of ways to promote your product or service from the various print and electronic media.

6. Cornering the market has a long and chequered history. Although there have been many attempts to corner markets in everything from tin to cattle, to date very few of these attempts have ever succeeded.

7. Spam is the pejorative term used for unsolicited, unwanted e-mail.

8. Data mining a supermarket database could reveal that certain items are purchased together, such as beer and chips, or that other items are purchased sequentially, such as basic pet supplies followed by pet food.

9. Corporate spies are determined to use various methods and get the company’s secret by hook or crook in order to use it for their competitive gain.

10. In show business media hype is the practice of spending money on public relations in an attempt to bolster public interest in a movie, television show, or performing artist.

11. Prices may vary so it’s well worth shopping around before you buy.

12. Walking is an excellent exercise and window-shopping is a lovely way to relax after a stressful working day: it is exciting to imagine buying expensive things you like when it does not cost you anything.

Task 2. Match the following idioms with their corresponding definitions

1. home turf 2. widget 3. endorsement 4. commercial 5. promote a product or service 6. to corner the market 7. unsolicited mail/ mail drop 8. data mining 9. by hook or by crook 10. hype 11. to shop around 12. to go window-shopping

a) direct mail, junk mail b) to compare (eg. prices at different shops) c) unnecessary promotion [of a product or service] in newspapers and the media; publicity d) domestic or local market/ an area that a person or group considers to be their own e) by one means or another f) a generic term [not an actual object] meaning a company’s product g) an advertisement on radio or television h) own most or all of the supply of a certain commodity and so control the price i) to look at goods in the shop windows j) advertisement technique in which a famous person speaks in favour of a product k) collecting information about consumer tastes and preferences l) try to sell product/service by advertising; speak in favour of something

Task 3. Substitute for the underlined phrase an idiom with the same meaning.

1. Using famous people to promote the product can be very profitable, both for the sporting personalities and for the companies which sign them.

2. A(n) advertisement on TV plays an active role in the future and forward markets, ranging from the initial production to the final sales.

3. We need a credible strategy for selling such an innovative development as high-definition television.

4. Singapore has made significant efforts to get control of the market in this type of specialized service company.

5. Junk mail is always theft of service no matter what its topic.

6. Techniques which allow to collect information about consumer tastes can reveal that purchase patterns for some products such as angel food cake, whipped cream, and fresh berries have a shared seasonality.

7. Templeton was recruited to obtain the formula by all means.

8. He says that there isn't any energy crisis at all, that it's all an unnecessary publicity, to maintain outrageous profits for the oil companies.

9. Company A produces 6,000 items a month at a price of $0.33.

10. This job offers only minimum wage so she decided to compare it with other positions and look for one with better pay.

11. Looking at goods in the shop windows can provide a much needed break from the daily stress.

12. The gymnastics team won the championship in their own area.

Task 4. Complete the sentences with one of the idioms in focus, paying special attention to the form of the verbs.

1. In one year alone, Michael Jordan’s ………… of Nike helped sell one and a half million pairs of shoes – and earned him an estimated $20 million.

2. If we managed to hold negotiations in our office, we would feel more confident on our ………….

3. The company distributes a range of accessories and ………… for smartphones and handheld computers, satellite navigation and mobile scanning products to its UK channel partners through its distribution division.

4. The new movie by Steven Spielberg is getting a lot of …………. It’s a gigantic PR job.

5. I’m not going to buy anything now; I’d just like to ………….

6. The government has launched a campaign of television ………… and leaflets.

7. Trade fair can give the opportunity to ………… your business and help you engage with customers.

8. They've more or less managed to ………… the fast-food ………… - they're in every big city in the country.

9. Despite all visible challenges I was determined to get that job ………….

10. The Direct Mail Information Service says that through the nation’s letter boxes last year dropped 2.1 billion items of what is usually referred to as ………….

11. ………… tools allow marketing departments to identify groups of customers and develop highly targeted campaigns.

12. If you want to buy a new car on hire purchase, you should ………… for the best interest rates.

Task 5. Translate the following sentences into English using idioms instead of the phrases underlined.

1. В середине 80-х компания Levi’s запустила удачную серию телевизионных рекламных роликов, которые помогли значительно увеличить продажи их продукции.

2. Детали для производства этой аппаратуры поставляются из разных стран ЕС.

3. Я использую свой почтовый ящик в основном для деловой переписки, но кроме нее вынужден читать еще рекламные электронные письма.

4. Даже если не собираешься ничего покупать, можно просто рассматривать витрины в магазинах.

5. Издательство Random House активно продвигает на рынок новую книгу, написанную известным автором целого ряда бестселлеров.

6. Производители спортивных товаров часто приглашают известных спортсменов рекламировать свою продукцию.

7. Крупные супермаркеты часто применяют различные техники сбора информации с целью определения потребностей и предпочтений покупателей.

8. Это очень перспективная должность. Я бы хотел получить ее, чего бы это мне ни стоило.

9. Новый ресторан в Мадриде уже успел завоевать клиентов и в данный момент контролирует рынок благодаря своему фирменному блюду паэлья..

10. Этот вид товара не нуждается в крикливой рекламе, он и так хорошо продается благодаря советам тех, кто его уже попробовал.

11. Прежде чем купить новый компьютер необходимо сравнить цены в разных компьютерных супермаркетах.

12. Стратегия компании имела целью укрепить позиции компании на местном рынке в течение ближайших лет.

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UNIT 10

TEAMWORK

Idioms in focus:

Task 1. Study the following examples and try to understand the underlined idioms in context. Find their Russian equivalents.

1. Safe food handling practices not only protect your customers, but also help you increase profitability, reduce liability, promote goodwill.

2. The association has threatened to withdraw its support if the bank and building societies refuse to play ball.

3. As a team manager, you should delegate enough authority to get the work done, to allow assistants to take initiative, and to keep the operation moving in your department.

4. I don't have to go out of my way to reassure him; we see eye to eye on the most important issues.

5. Tom is regarded as the black sheep of the family by his colleagues. The reason for this is that he often avoids being asked for help.

6. Production manager gave a presentation of the product development in order to bring the prospective partners into the day-to-day process of business.

7. We would value your input and advice on how to improve the management of our company.

8. Washington was last night doing its best to mend fences with the Europeans saying it understood their concerns.

9. The fledgling company will have to work hard to win credibility with customers.

10. Many corporate employees in Japan take their cue from the PM and wear casual clothes to work.

11. Unprogressive managements which had made little attempt to meet the workers halfway and sort out real grievances would be driven to put their house in order.

Task 2. Match the following idioms with their corresponding definitions.

1. to promote goodwill 2. to play ball 3. to delegate authority 4. to see eye to eye with somebody on something 5. to be a black sheep of the family 6. to bring somebody into day-to-day process of business 7. to value somebody’s input 8. to mend fences 9. to win credibility with sb 10. to take one’s cue from sb 11. to meet someone halfway

a) to be a good-for-nothing person b) to be trustworthy c) to encourage employees to build up the company’s reputation by means of their knowledge, loyalty, ethics, to act for the benefit of the business d) to observe what somebody does as a guide to one’s own action, to follow the lead of somebody e) to agree entirely with somebody; to have identical views f) to cooperate, to work together; to get started [baseball] g) to compromise h) to involve the employees at lower levels in decision making i) to admit somebody as a partner j) to repair relationship with sb k) to acknowledge sb’s participation

Task 3. Substitute for the underlined phrase an idiom with the same meaning.

1. The company has offered to reach a compromise with unions in their pay demands.

2. PM hopes to encourage building up good reputation through holding summit.

3. The national assembly follows the lead of the president and seldom challenges her policies.

4. The opposing attorneys refused to cooperate with us.

5. Following these simple guidelines will help you be trustworthy.

6. In order to meet the organization's goals, focus on objectives, and ensure that all work is accomplished, supervisors must give part of their work to their employees.

7. The mayor is trying to repair relationship with members of the city council so they will approve his plan.

8. Yuriko agrees entirely with Yul on almost every aspect of the production process.

9. Now every profession has of course got its good-for-nothing person. If the evidence is available against them, you can be absolutely certain that the professional tribunals will be down on them like a ton of bricks.

10. Each member of the team should be admitted as a partner in order to ensure that all of them are working towards achieving the organization’s common goals.

11. We’d appreciate it if you could take part in our staff meeting. We would acknowledge your participation in our discussion.

Task 4. Complete the sentences with one of the idioms in focus, paying special attention to the form of the verbs.

1. If he was prepared to apologize, the least she could do was ………… him ………… and accept some of the blame.

2. The person holding the position of the Secretary General of the Commonwealth should ………… and harmony between peoples and between states.

3. Individual business people must develop the clout to make sure that those they deal with do take them seriously and find clever ways to ………….

4. Because he refused to …………with these criminals, he was shot and seriously wounded.

5. China is trying to ………… with Russia after the recent border dispute.

6. He’s asked for a transfer because he doesn’t ………… with the new manager.

7. My father was ………… – he ran away at 16 to become an actor and his parents never forgave him.

8. In this meeting we’re going to concentrate on the company’s everyday activities and ………… our new partners ………….

9. Please give us your views as we ………… our customers ………….

10. I'm not sure what to bring, so I'll ………… from you.

11. The effective manager is that person who has mastered how to …………and empower employees.

Task 5. Translate the following sentences into English using idioms instead of the phrases underlined.

1. Одна из основных целей компании – удачно позиционировать себя на местном рынке. Для этого необходимо, прежде всего, заслужить имя, хорошую репутацию и базу клиентов.

2. Менеджеры разных подразделений одной и той же компании должны сотрудничать с другими коллегами, чтобы обеспечить сплоченность коллектива.

3. Грамотное распределение обязанностей среди подчиненных позволяет оптимизировать работу менеджера.

4. Мы не можем приступить к реализации проекта до тех пор, пока существуют разногласия среди основных исполнителей.

5. Среди отечественных компаний часто встречаются нестандартные, нелогичные, непонятно как работающие, но тем не менее, успешные предприятия.

6. Мы были бы очень рады, если бы вы приняли участие в сегодняшнем собрании. Нам было бы очень интересно выслушать ваше мнение по поводу слияния двух корпораций.

7. Примирение враждующих сторон в этом конфликте возможно только при участии независимого посредника.

8. Установление обратной связи с покупателями является необходимым условием для завоевания доверия и уважения потребителей.

9. Следуя примеру своего партнера, он извинился за свои слова.

10. Представители демократической партии готовы пойти на уступки президенту.

11. Цель нашего собрания – ознакомить наших партнеров с деятельностью компании, а также ввести их в курс деятельности различных департаментов.

6Test your Idioms

REVISION TEST 3

UNITS 7 - 10

Task 1. Substitute in place of the words underlined an idiomatic expression.

1. Present levels of financial support have forced the school to cut its teaching staff.

2. They took a 40% share in the company last year.

3. We’re operating at a profit on paper but not, I think, in reality – some of our assets are overvalued.

4. Management changes alone are unlikely to make the company profitable again after losses.

5. The profits from today’s concert will go to the school for refugee children

6. The fund provides capital for investments and loans for US business projects.

7. There is no empirical evidence that working in a cubicle may decrease productivity.

8. At the end of each term I’d go home to my parents with all the symptoms of someone who has well and truly exhausted his physical and mental resources: a permanent hangover, not a penny in my pocket, and a desperate need to catch up on lost sleep

9. Bird flu could cause a lot of harm to business, as BBC news report.

10. If you want to get an opportunity to start working with prospective employers, you need to make yourself known to the hiring manager and let him see what great work you can do.

11. These products are aggressively advertised and marketed.

12. In a famous maneuver the Hunt brothers managed to control the market in silver.

13. I wonder if there are any really effective spam-blocking tools which can prevent unwanted commercial email from getting into email box.

14. Software programmes collecting information about customers’ preferences сan help grocery target customers based on their recent purchases.

15. Some restaurant owners in town are cooking up a $75,000 publicity to promote New York as Restaurant City.

16. This article describes how administrators can involve employees at lower levels in decision making in order to create and manage Group Policy Objects.

17. I don’t have identical views with my father on many things.

18. ‘I think I’ll cut the whole remark out’ – ‘That would be making a compromise with the Home office’.

19. The estimated costs of the construction project are well over ₤ 1 million. This is already way over our budget, so we need to control our expenses.

20. The key to success lies in not taking on a task which is too difficult.

Task 2. Translate the following sentences into English using idioms instead of the phrases underlined.

1. В связи с недостатком финансирования крымские бизнес-группы не смогли развиться в полноценные холдинги.

2. Нестандартные менеджеры сегодня пользуются спросом как в мировом, так и в локальном бизнесе. Им удается то, что другим кажется невозможным, ведь они обладают качествами, которые сегодня востребованы как никогда.

3. В современном супермаркете, на полках которого представлены десятки тысяч товаров, удачное название – совершенно необходимое условие для успешного продвижения продукта.

4. Audi RS 4 поставляется укомплектованным практически всем дополнительным оборудованием, уже зарекомендовавшим себя в модели Audi A4, таким как климат-контроль, центральный замок с дистанционным управлением, аудиосистема с концертным качеством звучания.

5. Сейчас издательство Альпина Бизнес Букс активно представляет новую книгу Лари Кинга «Секреты профессионального собеседника», в которой самый приятный собеседник Америки делится с читателями небольшими секретами своего ремесла.

6. На дегустации в пивоваренном заводе посетителям предложили несколько сортов пива и ознакомили с технологией и процессом варки пива.

7. Сегодня крупные международные концерны активно инвестируют деньги в исследования в области бионики, поскольку природа хранит массу оригинальных решений для сложных технических задач.

8. В крупных компаниях, которые занимаются несколькими направлениями бизнеса, очень сложно добиться скоординированной работы и кооперации между разными департаментами.

9. Следуя примеру зарубежных бизнес-школ, украинское бизнес-образование активно развивается и представляет новые программы на отечественном рынке.

10. Получение диплома MBA помогает приобрести новые знания и навыки в разных аспектах управления, а также может служить хорошим началом карьеры.

11. Я бы хотел приобрести качественную фотокамеру. Не могли бы вы объяснить, что значат все эти характеристики? Я ничего не понимаю из того, что здесь написано.

12. Эта книга для тех, кто хочет научиться эффективно управлять организацией и грамотно распределять полномочия среди подчиненных.

13. Лазейки в законах, а также хорошая осведомленность рейдера о деятельности компании, создают множество угроз для захвата компании.

14. Благодаря инвестициям в развитие новых технологий, компании удается контролировать рынок программного обеспечения.

List of Sources and References:

1. Cambridge International Dictionary of idioms. - Cambridge University Press, 1998.

2. Cowie A.P., Mackin R., McCaig I.R. Oxford dictionary of English idioms. - Oxford University Press, 1993.

3. www.education.guardian.co.uk

4. www.esl.about.com

5. Horner, D., Strutt, P. Words at Work. Vocabulary development for Business English. Cambridge University Press, 1998

6. New Webster's Dictionary And Thesaurus Of The English Language. - Lexicon Publications, Inc., 1993.

7. Oxford Dictionary of Business English for Learners of English. OUP, 1993.

8. Seidl J., MacMordie W. English Idioms. - Oxford University Press, 1996.

9. webguide.englishclub.com/ESP/Business_English/

10. www.bizenglish.com

11. www.better-english.com/exerciselist.html

12. www.besig.org

13. www.englishclub.com

14. www.english-to-go.com

15. www.eslcafe.com

16. www.executiveenglish.com

17. www.market-leader.net

18. www.onlinebusinessenglish.com

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