Vocabulary Work

4. Match the words and phrases from the text (1-6) with the definitions (a-f).

1. logo

2. values

3. loyal

4. image

5. individual achievement

6. brand-conscious

A the general impression you give to other people

B something you do successfully, on your own

C aware of different brands and what they represent

D not changing, always buying the same brand

E things that are important or that you believe in

F symbol that appears on a company’s products

Listening

5. Listen to the text and complete the table below then tell about famous brand.

Name of the brand
Created in
Targeted
USPs
Keys to popularity
Number of combinations

Speaking

6. Work in pairs. Are you brand-conscious? Discuss these questions and then tell the group about your partner.

• Are brands important to you?

• What brands do you buy?

• What values do you associate with them?

• What image do you want other people to have of you?

• Are there any brands you would not buy?

Project Work

7. Research a brand that you are familiar with and that you think has good values associated with it. Find more information about it using magazines or the Internet.

Tell the group about this brand and explain why you think it is successful.

Unit 9

Fairs and Exhibitions.

Lead in

1. Discuss the following questions:

Have you ever visited any fair or exhibition?

What kinds of fairs and exhibitions do you know?

What is the purpose of such events?

Reading

2. Read the text and be ready to answer the questions.

Fairs and Exhibitions.

Every year a lot of international, national and specialized exhibitions and fairs are held in different countries of the world. The number of countries and companies who take part in them is growing from year to year and the scope of fairs and exhibition is becoming larger.

The display during these exhibitions includes a wide range of exhibits, which show the latest achievements in different fields of industry, science and agriculture of many countries.

Usually fairs and exhibitions are crowded with visitors, who show much interest in the exhibits on display.

At international and national exhibitions commercial centres are established where the participants can negotiate the sale and purchase of different goods.

Every exhibition is an eye-opening experience and also a method to advertise products. Fairs and exhibitions are usually held under various mottoes: people and progress, peace and progress through economic co-operation and so on. International fairs and exhibitions pave the way for the consolidation of friendship among countries and nations.

Questions

1) What kinds of fairs and exhibitions are known in the modern business world?

2) Why do more and more countries take part in them?

3) What opportunities do they provide their participants with?

4) What are the most popular mottos under which fairs and exhibitions are held?

3. Read and act out the dialogue below.

Last month Stepanov, an engineer from Soyuzimport, had instructions to visit an exhibition of electronic equipment, which was held at Olympia in London.

Soyuzimport was interested in purchasing computers of the latest model. The model R 800 computer of Wilson & Co. attracted Stepanov’s attention. After he had seen the computer in operation he got in touch with Mr. Adams, the Sales Manager of the company, to start talks for the purchase of computer.

Stepanov: Good morning, Mr. Adams. Here is my card.

Adams: Good morning. I’m glad to meet you. How do you like our stand?

Stepanov: Oh, it’s really interesting. We’ve had a happy chance to see your latest achievements in electronic industry. I must say you’ve made much progress in this field.

Adams: Glad to hear that.

Stepanov: Mr. Adams, your stand-attendant has just shown me the Model 800 computer in

operation. Is it for sale?

Adams: Certainly. It’s an up-to-date model. It was introduced into the world market six

months ago and since then it has been a great success. So I’m not surprised you

got interested in it.

Stepanov: Yes, it’s efficient performance and the design impressed me.

Adams: The computer meets the highest world standards.

Stepanov: But as you know, Mr. Adams, to buy a computer is only half the business. You

must have your own operators and programmers to operate the equipment. I’d like

to know if it would be possible to send our specialists here so that they could get

good training at your plants.

Adams: No problem to arrange it.

Stepanov: Fine. As soon as I come back to Moscow we’ll send you our enquiry.

Speaking

4. Give a brief summary of the dialogue.

5. Read these flashes of conversations and act them out using the modifications.

I A: What does your country exhibit here?

B: We display lots of goods. At this particular stand you can see our chemical equipment(1).

A: Can we see it in operation?

B: Certainly, I suggest you see our booklets(2) first, to get a better idea of the equipment.

A: Thank you, you’ve been very helpful.

Modifications: 1) working model of an electrified section of a railway, metallurgic equipment.

2) catalogues, advertising literature, slides.

II A: We’re glad we’ve seen your display. You really offer modern technology and reliable equipment.

B: That’s nice to hear. Would you be interested in cooperation with us?

A: Yes, and we want to know on what terms you do business.

B: Well, we cooperate on different terms.

Modifications: on terms of technical assistance, on turn-key terms, on a compensatory basis.

III A: We’ve been advertising your equipment widely.

B: While we are on it, have you bought TV and radio time?

A: We have. We’re doing our best and have been successful in promoting your exports.

B: You sound very optimistic. Let’s hope for the best.

Modifications: distribute our advertising literature, place advertisements in your business publications, arrange for showing films.

Listening

6. Listen to the text and make notes to answer the following questions.

1. Where and when was the first world industrial exhibition held?

2. What opportunities did such events provide?

3. When was the first international exhibition held in our country?

4. What Russian cities have been famous for fairs and exhibitions? Why?

Follow up

7. Using information from the texts, tell the class about history and development of fairs and exhibitions. Add something from your own experience.

8. Translate the following text into English using the vocabulary from the unit.

Международные выставки и ярмарки привлекают внимание деловых людей во всем мире, так как там существуют огромные возможности для покупки, продажи и рекламы товаров. Там можно связаться с представителями любых компаний, провести переговоры и подписать контракт. Все производители, принимающие участие в выставках и ярмарках демонстрируют свои последние достижения во всех отраслях науки и техники. Оборудование, представленное на выставках и ярмарках, отвечает высочайшим мировым стандартам. Выставки и ярмарки – это хороший способ укрепления сотрудничества и взаимопонимания между странами.

Unit 10

Business Correspondence.

Lead in

1. Work in pairs and discuss the following questions.

What categories of letters do you know?

What is the difference between formal and informal letters?

2. Read the following extracts and guess which of them are formal and informal.

Dear Mr Miller,

I received your kind invitation to the reception. Unfortunately, owing to other commitments, I will be unable to attend…

Dear Ralph,

I just got your invitation to the company’s event. I’m afraid I can’t make it because I’ve already made plans which I can’t change…

…thus, I recommend that you accept this advice on the matter. I am sure that the suggestion offered is the best solution. Please let me know if this was helpful.

Yours sincerely,

Lee Jones

…I would appreciate a reply at your earliest convenience. I look forward to meeting you to discuss employment opportunities.

Yours faithfully,

Nicole Porter

3. Read a piece of theory and study the table below.

• Letters are divided into two categories, formal and informal. There are various types of formal and informal letters, for example: letters asking for and giving information, letters asking for or offering advice, letters of invitation, letters of complaint, letters of apology, letters expressing thanks/regrets/congratulations, letters of application etc.

• It is important to think about the person who you are writing to before you begin writing a letter. If the wrong style is used, the letter will look impolite, silly or odd. For example, if you used formal language to write to a close friend, the letter would look odd, or if you used informal language to write a letter to a company, the letter would look impolite.

• In formal letters your address and the date as well as the recipient’s address are included in the letter. When you do not know the name of the recipient, you should include their title in the address. E.g. The Director of Studies, StMichael’s School, 15,Pine St., London. You should begin the letter with Dear Sir/Madam, and end with Your faithfully, Peter Jones. When the name of the recipient is known, their name and title should be included in their address,e.g. Mr Witkins, Accounts Manager, Rockdell Financial Services, 15 Stockdale Ave., London. The letter should begin with Dear Mr Witkins, and end with Yours sincerely, John Smith.

4. Read the tips for writing a letter of application.

A letter of application should always consist of a CV or a resume and a short covering letter. Its purpose is to draw the perspective employer’s attention to the key points in your CV and to highlight your suitability for the job.

Type a covering letter unless you are specially asked for a handwritten one.

Where possible address it to the person concerned.

Keep it short – use only one side of a page.

Make sure that the page isn’t too full and that the layout is clear.

Include more formal words and expressions but avoid making your letter sound too formal.

Writing

6. Read Nancy’s letter of application to Worldwatch. Put one word into each gap.

17 Hillside Rd

Chesswood

Herts. WD3 5LB

Tel 01923 284171

Fax 01923 286622

17 January 2010

David Benton

Worldwide UK Ltd

357 Ferry Rd

Basingstoke RG2 5HP

Dear Mr Benton,

I saw your _________________ for a Business Journalist in Guardian Newspaper of 10 January. I am very ____________ in the job and I think that I have many of the necessary ____________________.

I __________ politics and modern languages at Oxford University. I am ___________

in French, German and Spanish. I have _________ widely in Europe and South America, and I _________worked as a business journalist for the BBC __________ the last five years.

I enclose a copy of my curriculum vitae. I look forward __________ hearing from you soon. Please let me know if you need more information.

Yours sincerely,

Nancy Mann

7. Write a letter of application for the following job in the Daily News.

TRANS-GLOBE COACHES

want

TRAVEL COURIERS

In Europe the Far East North and South America

Have you got interpersonal skills?

Can you speak two or more languages?

Do you want to see the world?

Please apply with CV to

The personnel Manager

Trans-Globe coaches