first insights into business ocr (835550), страница 11
Текст из файла (страница 11)
W hich product is it?2 Work in pairs. For each product discuss the follow ing.• What are the features of the product?• What are the product's benefits to the customer. What are the USPs?portable CD player• What type of customer probably buys this product?3 W hich o f the products would you like to own and why?7070no battery solar wolProducts ULanguageFocus OneOrder of adjectivesI Label the briefcase using the words below.34A stylish durable leather briefcase withconvenient long, wide carrying strap.locktrimshoulder straphandle2 Look at the photographs o f the briefcases. W hich one(s) do you like?Match the description o f the briefcases to the photos.a an unusual sporty briefcase w ith practical nylon straps and black trimb an elegant light brown briefcase w ith brass locksca styish leather briefcase w ith a beautiful glass handled a durable leather briefcase w ith brass locksean Italian black leather briefcase w ith a long shoulder strap3 W hich adjectives in exercise 2 give opinions and w hich give facts?Example: opinion - stylish, beautifulfact - leather, glass4 For each o f the briefcases, complete the table w ith words from thesentences under these headings.O P IN IO NFACTsize/len g th©sh ap e /w id thcolourw h e reit's fro mw h a t it'sm ade ofstylishleatherbriefcasebeautifulglasshandlebriefcasestraps©trimbriefcase©strapbriefcase©locks<Dlocksbriefcase7171u n it seven5Now add these three descriptions to the table.1 a big, square, leather folder2 a large, extra-wide sports bag3 a spacious, oval handbag6 Use all the sentences to answer these questions.1 Do 'op in ion ' adjectives usually go before or after 'fact' adjectives?2 'Fact' adjectives usually go in this order:size,_____________ _______________________________ _______________3 Do 'size' and 'length' adjectives (e.g.
big, small, long, short) usually gobefore or after 'shape' and 'w id th ' adjectives (e.g. slim, fat,narrow, wide, broad)?Now look at the Grammar Reference to check your answers.G ra m m a r Reference page 158LanguagePractice One1 Work in pairs. Choose three o f the products from the photographs belowand w rite down three adjectives to describe each one.
Use adjectives fromthe box and any others you can th in k of.3expensivefun2usefulstylishsmartcolourfulpracticaltop-of-the-rangebeautifulNow put the adjectives in the correct order.3 Work in pairs. Find four products (e.g. glasses, bags, clothes, jewellery).Write a list o f adjectives to describe each one, and put them in the correctorder.
Give your list to another pair for them to id e ntify the product.72Products UReading1 Look at the Dyson vacuum cleaners and answer the questions.1 How are these Dyson products different from most vacuum cleaners?2 Who is the target customer for this product in your opinion?2W hich words describe these vacuum cleaners?crazyinnovativehigh qualitydullstylishreliableeye-catchingold-fashionedhigh performancefuntraditional3 Read what the Dyson company literature says about this product.Why are the colours grey and yellow used? Are they effective?James Dyson - inventor4 4 The silver-grey body, like machined aluminium, resembles a piece o faircraft technology. Yellow is used to h ig h lig h t the im p orta nt parts and giveit a sense o f fun.
554Read the extract from the brochure and say what these figures refer to.a 1978b 5c 5,127d 23In 1978 James Dyson had an idea for inventing new vacuumcleaning technology. It was the same year that his third child,Sam, was born.► 5 long years and 5,127 prototypes* later, this idea became aworking model.► It was another 10 years before it began to be manufacturedunder his own name. By this time, both Sam and his inventionwere 15 years old.► Just 23 months after launch* in the UK, his inventionbecame Britain’s best-selling vacuum cleaner, overtakingsales of Hoover, Electrolux, Panasonic, Miele and allother vacuum cleaners.►* prototype: an example design produced for testing* launch: putting a new product on the marketDoing a Dyson7373u n it seven5 Work in pairs and discuss these questions.1 How long did it take to launch the product? Do you think this is normal?2 Why do you think there were so many prototypes?3 Who are Dyson's main competitors?4 How successful is his business today?6 Now q uickly read a magazine article about James Dyson's product.1 What did Dyson win and why?2 What doesn't the Dyson vacuum cleaner have?3 Where did Dyson get backing (money) for his invention? Why didn't he getit in Britain?James Dysonthe man who launched a multi-millionpound business w ith a new type ofт мrisen jt won the EuropeanDesign Prize last night."I am absolutely delighted," saidMr Dyson.
"... to w in the awardfo r something that usestechnology rather than somethingthat just looks good."Mr Dyson's vacuum cleanermarked the biggest change in thebattle against house dust sinceHubert Cecil Booth, a Scot,invented the firs t 'suction cleaner'in 1901.Dyson's appliance* does not usebags to collect dust.Mr Dyson, w ho trained in interiordesign at the Royal College of Art,invented the machine in the 1980sby converting an old vacuumcleaner using pieces o f sw im m ingpool hose.British firm s turned him down sothe inventor had to go to theUnited States and Japan to getbacking. "That is the Britishdisease I'm afraid." he said. "Wehave a 'can't do' attitude, whereasmany of our com petitors are muchmore aware o f the importance ofinnovation*." But he also had tofig h t in the Am erican courts tostop others stealing* his idea.This award shows how im portantdesign is — the company had aturnover of zero pounds threeyears ago and has a turnover of£100 m illion today.* a p p lia n c e : piece of electrical equipm ent* in n o v a tio n : creating new inventions orideas* to steal: to take something withoutpermissionThe Guardian7 The fo llo w in g sentences tell us about five different events in thedevelopment process.
Put them in the correct chronological sequence.a Dyson won the European Design Prize last night.b Hubert Cecil Booth invented the first vacuum or 'suction' cleanerin 1901.c Dyson studied at the Royal College of Art.d He went to the United States and Japan for development backing,e The company had a turnover of zero pounds three years ago.7474Ш□□□Products ШVocabularyWord partners1 Underline the follo w in g words in the text then match a verb and a nounto make word partners.VERBNOUNto geta machineto stealto inventto win\a prize' L an idea'o backing2 Complete the sentences w ith word partners from the box above.Be careful w ith the tense.1 H e______________________ for best designer of the year.2 In 1901 Cecil Booth_____________________ .
It was called a 'suctioncleaner'.3 Dyson didn't want people t o __________ h is ___________before helaunched the vacuum cleaner.4 Developing the vacuum cleaner was an expensive process, so Dyson neededt o ______________________to complete the project.Word building34Complete the table using words from the text.VERBNOUNto award1N O U N PERSON2invention34development5innovate6innovatorcompetecompetition7Use one o f the forms to complete the sentences.1 All inventors are____________ because they are creating something new.2 T he____________ of the computer changed the way we work.3 It can take years to research and____________ new drugs.4 There were hundreds of first class companies to consider, so they weredelighted to win the__________ against such strong_____________.7575u n it sevenW ritingLinking words of cause and effect1 Read the follow ing sentences and notice how the lin k in g words are used.Cause1 Most vacuum cleaners lose up to 50% of their power because the bagbecomes blocked.2 As/Since the Dyson vacuum cleaners don't have bags, they are very efficient.Because, as and since link cause and effect within one sentence.Effect1 British firms turned him down.
As a result he had to go to the United Statesand Japan to get backing.2 British firms turned him down so the inventor had to go to the United Statesand Japan to get backing.3 British firms turned him down. He therefore had to go to the United Statesand Japan to get backing.As a result and therefore link two sentences. So links cause and effect withinone sentence.2 Link sentences a and b below using a lin k in g word o f e ith e r cause oreffect.Example:a The product is faulty.b The manufacturers are withdrawing the product from the shops.EITHER: The manufacturers are withdrawing the product from the shops becauseit is faulty.OR:The product is faulty.
Therefore the manufacturers are withdrawing itfrom the shops.1 a The cost of raw materials increased.b The price of manufactured goods also increased.2 a All the manufacturers refused to back the design.b The inventor produced the new vacuum cleaner himself.3 a The product is not selling well.b We need to change our marketing strategy.4 a The company set the price of the product too high,b Demand was low.►G ra m m a r Reference page 1577676ProductsLanguage FocusTwo■Comparative and superlative adjectives: making comparisonsRead the descriptions o f the menswear collections.AllegroS H E R R IN G TO N$525 to $705$525 to $685$645 to $1,300The classic businesslook for the man whois fashionably discreetSofter lines, informal,and relaxed for theman interested infashion.Top quality, handcrafted in Italy for theman who can affordwhatever he wants.Now read these sentences and complete the grammar rules.1 To compare tw o items: comparative adjectivesThe Sherrington collection is more expensive than the Allegro collection.The Allegro collection has softer lines than the II Classico collection.a Adjectives w ith one syllable (e.g.
cheap) a d d ____________ to the adjective.b Adjectives w ith more than one syllable (e.g. expensive) a d d ____________ or___________ before the adjective.c Use____________ before the second item to connect the items.2 To compare more than two items: superlative adjectivesOf the three different collections, the Sherrington collection is themost expensive and the II Classico collection is the least expensive.All the clothes are very good quality, but the Sherrington collection isof the highest quality.a Adjectives w ith one syllable (e.g. high) a d d ____________ before the adjectiveand a d d ____________ to the end of the adjective.b Adjectives w ith more than one syllable (e.g. expensive) a d d ______________________ o r _________________________before the adjective.3 Clauses of comparisonThe Allegro collection is n ot as expensive as the Sherrington collection.Some of the Allegro collection is as expensive as the Sherrington collection.Use ( n o t) ____________ + adj.
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