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- •English for Business Communication
- •Unit 1 financial system
- •1. Think and discuss in pairs.
- •2. Provide definitions of the following terms. Use your business dictionary to check.
- •World Top Ten Countries with Largest Budget
- •7. Fill in the table.
- •Match the two parts (a and b) to make a phrase. Translate the phrases.
- •2. Translate the following phrases from Text b into Ukrainian.
- •3. Read the text and translate the sentences containing phrases from Ex. 1 and 2. Text b
- •4. Work in pairs. Put questions of different types to the text and answer them.
- •5. Find in the text the terms that match to the following definitions.
- •6. Complete the sentences with the appropriate form of the words in brackets.
- •7. Match the two parts (a and b).
- •8. Complete the chart with different parts of speech. Use them in sentences of your own.
- •9. Translate into English.
- •Unit 2 exchanges. Money markets
- •1. Match the following terms with their Ukrainian equivalents. Try to provide their English definitions. Use your business dictionary to check.
- •Stock and Commodities Exchanges
- •3. Decide whether the following statements are true or false. Correct the false ones.
- •4. Match the two parts of the sentences. Translate them.
- •5. Find in the text the terms that match to the following meaning.
- •1. Match the following terms with their Ukrainian equivalents.
- •Money markets
- •2. Read the text and answer the questions.
- •3. Look at the chart and describe the way repurchase agreement operates.
- •4. Complete the statements.
- •1. Think and discuss.
- •What Is Inflation?
- •2. Find in the text the English equivalents of the following words and combinations and make up a sentence with each of them.
- •3. Complete the sentences with the appropriate form of the words provided in the brackets.
- •4. Match the following terms to their definitions. Use them in sentences of your own
- •5. Translate the following sentences into Ukrainian.
- •Unit 3 banking
- •1. Think and discuss.
- •2. Match the following terms with their Ukrainian equivalents. Find them in text a and translate the sentences into Ukrainian.
- •Text a a short history of banking
- •3. Scan the text and find the answers to the following questions.
- •4. Find in the text the terms that match to the following definitions.
- •5. Match the terms to their definitions. Use them in the sentences of your own.
- •6. Choose the correct word.
- •7. Using the words in parentheses, complete the text below with the appropriate tenses the Past Simple, the Past Continuous, the Present Perfect or the Past Perfect.
- •Online Banking
- •3. Match the two parts (a and b) to make a phrase. Translate the phrases into Ukrainian.
- •4. Find in the text the English equivalents of the following words and word combinations and make up a sentence with each of them.
- •5. Complete the sentences with the appropriate form of the words in brackets.
- •6. There is a list of some more advantages and disadvantages of online banking. Divide them into two separate columns:
- •7. Translate into English.
- •Unit 4 banking Types of Banks
- •1. Think and discuss.
- •2. Translate the following phrases from Text a.
- •3. Find in Text a the equivalents to the following phrases.
- •4. Read and translate the text. Pay attention to sentences containing the passive forms. Make up a plan of the text. Text a Types of banks
- •Investment banks
- •Industrial Banks / Development Banks
- •5. Change the following active sentences into the passive ones.
- •6. Complete the passage below using the terms from the box.
- •7. Translate the idioms and learn them.
- •1. Decide if the statements are true (t) or false (f). Correct the false ones.
- •2. Insert appropriate prepositions where necessary.
- •4. Match the following terms to their definitions.
- •5.Complete the following sentences.
- •6.Translate into English.
- •Unit 5 functions of banks
- •1.Think and discuss.
- •Functions of Banks
- •2. Match the phrases to their definitions:
- •3. Provide definitions of the following terms. Use your business dictionary to check.
- •4. Complete the passage below using the terms from the box.
- •5. Fill in the correct type of conditionals.
- •6. Choose the correct term to complete the sentence.
- •Text b Globalization in the Banking Industry
- •1. Insert the correct prepositions.
- •Bank Error Makes Customers Millionaires
- •Match the terms with to their definitions.
- •3. Here is an example of the dialogue about Making a Deposit. Make up a similar one about Transferring Money or Opening Another Account. Role play your dialogue.
- •Learn the given phrasal verbs about money. Make up sentences.
- •6. Translate into English.
- •Unit 6 ukrainian banking system
- •1. Think and discuss.
- •2. Match the following terms with their Ukrainian equivalents.
- •3. Read text a and find and translate the sentences with clauses of purpose. Before reading revise the following grammar constructions. Make up your own sentences.
- •Text a Ukrainian Banking System
- •4. Fill in appropriate prepositions, translate the phrases and make up sentences of your own.
- •5. Match the Governors of the National Bank of Ukraine with the periods of their ruling. Find some more information about these people .
- •6. Choose the best alternative from the box below to complete the text. History of the nbu
- •7. Complete the following sentences with the appropriate words in the box.
- •Text b The History of Ukrainian currency
- •1. Decide if the statements are true (t) or false (f). Correct the false ones.
- •2. Provide definitions of the following terms. Use your business dictionary to check. Use the terms in the sentences of your own.
- •3. Insert the correct prepositions.
- •4. Translate into English.
- •Unit 7 bank of england. Federal reserve
- •Think and discuss.
- •3. Complete these sentences about Central Banks using the words in the box.
- •5. Complete the sentences with the appropriate form of the words. Pound
- •6. You are given some banking words. Use them to make up your own story or a dialogue. Work in pairs.
- •4. Complete these sentences about Central Banks using the words in the box.
- •5. Translate into English.
- •1. Decide if the statements are true (t) or false (f). Correct the false ones.
- •2. Fill in the correct preposition or conjunctions.
- •The United States dollar
- •Unit 8 management and managers
- •1. Match the following words and wordcombinations with their Ukrainian equivalents
- •Read the text and find the answers to the following questions.
- •Text a Management
- •3. Match the following words to their definitions.
- •4. The text contains a number of common verb-noun combinations. Use the word combinations in the box to complete the sentences below.
- •1. After an organization has _____ ____, it has to make sure that it achieves them.
- •5. Replace the underlined words / word combinations with their logical equivalents.
- •1. Discuss the following:
- •2. Translate the following phrases from the text and use them in the sentences of your own.
- •Text b What Makes a Good Manager?
- •3. Translate the underlined sentences from the text. Following the example, make up sentences of your own.
- •4. Match the verbs on the left with the nouns or phrases on the right to make a word combination.
- •5. Complete the text using the correct form of the words in brackets.
- •6. Translate the following sentences into English.
- •Unit 9 management strategies
- •Pick up adjectives out of the words supplied below and make the list of their suffixes.
- •Top management – planning and strategy
- •Find in the text the sentence containing the same construction with the Infinitive and translate it into Ukrainian.
- •5. Following the example from Ex. 3 translate the phrases into English.
- •6. Complete the following sentences paying attention to the italicized part. Translate the completed sentences into Ukrainian.
- •7. Make up 5 sentences following the example given below. Use the ideas from the text.
- •8. Read the text again and answer the questions. Add 2-3 questions of your own. Use the answers to write down the summary of the text. (Look at Appendix 1 for the sample).
- •Match the following words and word combinations with their Ukrainian equivalents.
- •Fill in the box. Find the words in the text. Translate the sentences.
- •Read the text and find the answers to the questions provided below.
- •Swot Analysis
- •4. Decide whether the following statements are true or false. Correct the false ones.
- •5. Insert prepositions in the following sentences if necessary.
- •6. Translate the following sentences into English.
- •Unit 10 management styles
- •Read the text and find the answers to the questions provided below. Text a
- •2. Find the English equivalents in the text and translate the sentences.
- •3. Complete the sentences choosing the appropriate form provided in brackets.
- •4. Find in the text the terms that match to the following definitions.
- •1. Read the text and name the three management styles described here. Provide comments.
- •Different Situations - Different Management Styles
- •Management styles can vary from company to company, and of course within organisations themselves. Different styles are appropriate for different situations or types of business.
- •2. Decide whether the following statements are true or false. Correct the false ones.
- •Unit 11 making a decision
- •6. Complete the sentences as in the example and translate them into Ukrainian.
- •7. Translate the following sentences paying attention to the italicized parts.
- •8. Complete the following passage with the correct forms of the words in the box below. Look up the meaning of these words in your dictionary.
- •Read text b and answer the questions provided below. Text b Team Decision-making Reaching Consensus for Better Decisions
- •Fill in the box and сomplete the sentences below with the most appropriate words.
- •3. Find in the text the terms that match to the following definitions:
- •4. Translate the following sentences into English.
- •Unit 12 leadership
- •1. Read the text and find the following word combinations. Translate the sentences.
- •Match the words on the left to their definition on the right.
- •Provide definitions of the following terms. Use them in sentences of your own.
- •5. Choose the right phrase to complete the following sentences.
- •6. Make up the annotation of the text.
- •1. Read the text and find the following word combinations. Translate them into Ukrainian.
- •Text b Leaders: Born or Made?
- •2. Read the text again and answer the following questions.
- •3. Match the terms/ phrases on the left to their definitions on the right.
- •4. Choose the right option to complete the following sentences.
- •5. Complete the following sentences with the right prepositions if necessary.
- •6. Translate the following sentences into English.
- •Unit 13 Work and motivation
- •1. The following statements define some basic job terms. Choose the right one.
- •2. Which of the following statements do you agree with? Why?
- •Text a Theory X and Theory y
- •7. Fill in the box. Use the most appropriate words in the sentences below.
- •1. The manager … his employees that they can lose their job, and they started to work more efficiently.
- •1. Match the following words and word combinations with their Ukrainian equivalents.
- •2. Read the text and find out why. Text b
- •3. Answer the following questions.
- •4. Decide if the statements are true or false. Correct the false ones.
- •5. Use words and word combinations from the list to fill in the gaps.
- •6. Find in the text the terms that match to the following definitions.
- •7. Translate the following sentences into English.
- •Unit 14 Cross-Cultural Management
- •Read the text and find the following word combinations. Translate the sentences.
- •Text a Cross-Cultural Management
- •2. Read the text and find the answers to the following questions.
- •3. Revise the Second Conditional. Find in the text sentences that contain examples of this type of Conditionals. Translate them.
- •6. Complete the following passage, using the suitable words from the list below.
- •Make up the annotation of text a (Look at Apendix on page 172)
- •1. Complete the following sentences.
- •Text b Cultural Diversity in the Workplace
- •2. Read the text and find the answers to the following questions.
- •3. Match the two parts to make a correct sentence.
- •4. Find in the text the words that match to the following definitions.
- •5. Translate the following sentences into English.
- •Unit_15 marketing
- •People’s attitudes to brands and marketing are very different. Which of these statements do you think is true and which is false? Provide your comments.
- •2. Discuss the following
- •Text a Marketing
- •3. Read the text and find the answers to the following questions.
- •4. Find constructions with the infinitive in Text a and translate the sentences.
- •5. Translate the following sentences from Ukrainian into English using the infinitive. Follow the example.
- •Translate the following sentences from Ukrainian into English. Follow the example.
- •Use the appropriate form of the infinitive.
- •Complete the article with the following words.
- •1. Read the text and check if your ideas were correct.
- •Market Research
- •2. Answer the following questions. Use your answers to write down the summary of the text. (Look at Appendix 1 on page 172 for the sample).
- •4. Delete the incorrect word combination in each of the four groups. Use the correct word combinations to complete the sentences below.
- •5. Translate into English.
- •Unit 16 marketing mix
- •Text a Marketing Mix. The Ps.
- •Read the text and find the answers to the following questions.
- •Provide definitions of the following terms. Use the terms to complete the text.
- •Do the following terms refer to product, price, place, promotion, or people? Put the words in the correct columns.
- •Text b the marketing mix. The four cs, as and os.
- •Provide definition to the following terms. Use your business dictionary to check.
- •Find in the text the answers to the following questions.
- •Put the words and word combinations from the box into the correct columns.
- •Complete the article about a supermarket in-store event using the following words.
- •Replace the underlined words and word combinations with the alternative ones from the box.
- •Translate into English.
- •Unit 17 branding
- •Read the text and find the answers to the questions provided after the text. Text a Branding
- •2. Consider the terms with 'brand'. Learn them and their definitions.
- •3. Match the following terms with 'brand' to their definitions.
- •4. Consider more word combinations with ’brand’. Learn the word combinations and their definitions.
- •5. Label the purchase stages. Use the word combinations of Ex. 4.
- •A marketing manager writes an email about brand strategy to his contact in a communications agency. Use the following phrases to complete the email.
- •9. Match the examples (1-4) with the summaries ( a-d).
- •10. Decide if the statements below are true or false. Correct the false ones.
- •Text b Common brand values.
- •Answer the questions to Text b.
- •Consider the list of adjectives to describe brand values. Use your dictionary to find the nouns. Translate adjectives – nouns combinations.
- •Make up 10 sentences with either the adjectives or the nouns.
- •Florette produce a range of ready-to-eat salads and salad dressings. Read what they say on their website about their brand values, and choose the correct heading from the box for each section.
- •5. Choose the correct word from the brackets to complete each brand value statement.
- •6. Complete the brand value statements using the following words.
- •What are your favourite brands of the following products? Why do you prefer these to other similar brands?
- •Complete the article with the correct form of the adjectives in brackets. That little voice in your head.
- •Read the article about marketing in Scandinavia. Complete the article with the following words.
- •Translate into English.
- •Unit 18 maslow's hierarchy of needs.
- •Text a Maslow's hierarchy of needs.
- •Answer the following questions.
- •Match the needs from Maslow’s pyramid (1-5) with the reasons for buying certain products (a-e).
- •3. Put the words of each sentence in the correct order.
- •4. A marketing specialist is talking about purchasing behaviour. Replace the underlined expressions with alternative phrases from the list below (a - g). One question has two possible answers.
- •5. Read the following passage and write out the person’s needs according to the Maslow’s pyramid.
- •Fill the blanks with the given words and phrases.
- •7. List the needs provided below according to the levels of Maslow’s hierarchy (1 – 8).
- •1. Read the text and find the answers to the questions provided below. Text b Customer orientation
- •2. Find words in the text that can be used to make word combinations with the nouns customers and data.
- •Use the words and word combinations to complete the sentences.
- •Complete the passage using the terms given below.
- •Translate into English.
- •Unit 19 advertising
- •Work in pairs, say what you think of the recent experiments in advertising. Can you think of any new and innovative ways to advertise?
- •Read the following advertising messages and say where it is most possible to see or hear them.
- •Text a What is advertising?
- •Answer the following questions. Add 2-3 questions of your own. Use the answers to make up the summary of the text.
- •Work in pairs. One of you retells the text by small portions, the other works as an interpreter. Take turns.
- •8. Now with your books closed translate your Ukrainian text back into English. Compare your translation with the original. Analyse your mistakes.
- •Text b Advertising techniques
- •Answer the following questions.
- •Make up sentences using one part from each column. Follow the example.
- •In the description of Ford’s promotional strategy, the underlined words and phrases are in the wrong place throughout the passage. Move them to the correct position.
- •Match the two parts of the sentences. Then decide if the sentences are true or false. Correct the false ones.
- •5. Match the words and phrases (1-5) to the definition (a-e).
- •6. Use the words from the box to complete the texts about tv and radio advertising.
- •8. Complete the sentences with the words from the box.
- •9. Complete the news report using the words from the box.
- •10. Translate into English.
- •Unit 20 how marketing functions in a society.
- •Arrange the following words in the alphabetic order. Define the word
- •2. Translate the following Ukrainian words into English. What suffix do their English equivalents have? Find some of the equivalents in the text below.
- •3. Scan the text and say what limitations of the free market economy the author mentions. Discuss them in pairs. Text a How marketing functions in a society.
- •4. Find in the text above the sentences beginning with “It seems…”. Translate them into English. Give your own examples of “It seems…” sentences.
- •5. Find the sentences containing the following word partnerships in the text above and translate them into Ukrainian.
- •6. Tick the phrase which most accurately completes each of the statements. Translate the statements into Ukrainian.
- •2. Read the text in more detail and choose the best answer.
- •3. Match the terms from the text to the following definitions.
- •Complete the executive’s list using the following words.
- •5. Read the following examples from the text. Consider the meanings of like. Translate the sentences.
- •6. Revise the materials on the gerund (-ing) and infinitive (to) and complete the following passage.
- •7. Translate the following sentences into English.
- •Анотування. Реферування
- •Sample Annotation (Unit 2, Text a)
- •Sample annotation of a book
- •Unit 1 Financial system of Ukraine
- •Unit 2 Foreign Currency Trading.
- •Exchange Rates
- •Bid and Ask Prices
- •Trading Currency for Practical Reasons
- •Trading Currency for Speculative Purposes
- •Unit 3-7 Banking in Canada
- •Banking in Germany
- •Banking in Austria
- •Unit 8-11 Management tactics to improve workers’ activity
- •Unit 12 -13 What is the Difference Between Management and Leadership?
- •What is Crowdsourcing?
- •The Ups and Downs of Crowdsourcing. The impact of crowdsourcing on the advertising industry.
- •Is Crowdsourcing the Future of Advertising?
- •Unit 16 Marketing mix
- •Unit 18 Maslow's Theory Critical Evaluation
- •Unit 19 Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them!
- •Have a Proper Exhibit Marketing Plan
- •Have a Well-Defined Promotional Plan
- •Use Direct Mail Effectively
- •Give Visitors An Incentive To Visit Your Booth
- •Have Giveaways That Work
- •Use Press Relations Effectively
- •Differentiate Your Products/Services
- •Use The Booth As An Effective Marketing Tool
- •Realize That Your People Are Your Marketing Team
- •Follow-Up Promptly
- •Advertizing. Sex Sells…Or Does It?
- •Unit 20 How marketing functions in the society
- •International marketing
- •Table of contents
- •References
Unit 19 advertising
The active vocabulary of the unit
to drive consumer behavior |
to pander to |
to rely on |
with respect to |
subliminal |
a digital advertisement |
viable |
to be a coincidence |
commercial |
to associate sth. with |
to soak up |
an online promotion |
public service announcement |
by-products |
physical advert |
wares |
to be laid off |
product giveaway |
in part |
to deteriorate |
loyalty program |
to be aimed at |
obsolete |
to draw in |
to convey information |
to go far beyond |
an ultimate goal |
to be misleading |
to haunt |
ambient media |
to a certain extent |
word-of-mouth advertising |
to grab one’s attention = to get in one’s face |
Work in pairs, say what you think of the recent experiments in advertising. Can you think of any new and innovative ways to advertise?
Interrupting telephone conversations with advertising messages (in exchange for free phone calls).
Talking ads at bank cash machines.
Ads on toilet walls.
Advertising on small television screens on supermarket shopping trolleys.
Read the following advertising messages and say where it is most possible to see or hear them.
So where do you want to have dinner tonight? Eat at Amadeus – the best restourant in town.
Now you have got some cash. Come and spend it all at the music store next door.
Go on, she’s not looking. Put some beer in.
Many advertisements contain a slogan or a short phrase to attract the consumer’s attention. Effective slogans are usually short, easy to remember, easy to repeat and easy to translate for international markets.
Sometimes translations of slogans into other languages bring problems to companies.
Read the statements about translations of slogans and brand names, and note the problem in each case. Provide your own examples.
a) In Taiwan, the translation of the Pepsi slogan “Come alive with the Pepsi generation” came out as ’Pepsi will bring your ancestors back from the dead’
b) Colgate introduced a toothpaste in France called Cue the name of a French pornographic magazine.
c) When Braniff Airlines translated a slogan of its comfortable seates, “fly in leather” it came in Spanish “fly naked”.
d) When Parker marketed a pen in Mexico, its ads were supposed to say “It won’t leak in your pocket and embarrass you.” However, the company translated “embarrass” as “embarazar” which means “to become pregnant”. So the ads said “It won’t leak in your pocket and make you pregnant.”
Pre-reading task:
Think and discuss
Does advertisement have a great influence on you?
Which products do you usually buy: widely advertised or not?
What, in your opinion, is the best and the worst advertised product?
Which ad (advertisement) do you consider to be the best on TV? What do you like about it?
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