market_leader_3e_-_intermediate_-_course_book (852196), страница 12
Текст из файла (страница 12)
When you are notpresenting your campaign, play therole of the company's management.Listen and ask questions.What media will you use? Several, or just one or two?If you use:- an advertisement, write the text and do rough artwork.- a TV commercial, use a storyboard to illustrate your idea.- a radio spot, write the script, including sound effects andmusic.3 Use the Assessment sheet below tochoose:- other media, indicate what pictures, text, slogans, etc.will be used.a) the best campaign conceptb) the most effective presentation.•What special promotions will you use at the start of thecampaign?Assessment sheet (managers)Give a score of 1-5 for each category: 5=outstanding, 1=needs improvement.PresentationCampaign concept1 Will it get the target audience's attention?2 Will it capture their imagination?3 Does it have a clear, effective message?4 Will it differentiate the product o r service?5 Will it persuade the target audience to buy theproduct or service?6 Will the target audience remember the campaign?TOTAL: _ / 30WritingAs the leader of one of Alpha'sadvertising teams, prepare a summary ofyour concept for your Managing Director.The summary will be discussed at thenext board meeting.C) Writing file page 131DDD1Was it interesting?2Was it clear?3Was it loud and clear enough? Was it varied i n pitcho r monotonous?DD4 Was the pace too quick, too slow or just right?D65 Was the language fluent, accurate and appropriate?Did it impress you? Was there enough eye contact?TOTAL: _ / 30DDDDDDWatch the Case studycommentary on theDVD-ROM.�VSTARTING U PI'JAnswer these questions individually.
Then compare your answers with a partner.Money Quiz1How much cash do you havewith you at the momcm?Do you:3a) know exactly?b) know approximately?c) not know at all?200 you normally check:�[J54How do you feci aboutborrowing money?Do you tend to:a) always manage to stay incredit and save regularly?b) sometimes go imo the redand use an overdraft facility?c) usually pay imerest on yourcredit card al lhe end ofthe month?Some people try not to pay thecorrect amount of tax. Is this:a) a serious crime?b) morally wrong, but not acrime?c) excellent business practice?6a) your change?b) your bank statemenlS andcredit-card bills'c) restaurant bills?d) your receipts when shopping?e) prices in several shopsor online before you buysomething?52D o you:a) give money LO beggars?b) give money 1O charities?c) give away used ilems suchas clothes?d) seli lhings you don'l wam(for example, on eBay)If you lene! a colleague a smallamount of money and theyforget to pay i t back, do you:a) say nothing?b) remind them that they oweyou money?c) arrange LO go for a drink withthem and say you've forgottenyour wallet or purse?What do your answers to the q uestions in Exercise A say about your attitudeto money? Are your attitudes typical? What do they say about your culture?UNIT 6Financial termsIJ••MONEYMatch the words in the box to the definitions 1 to 6 below_I equity stakerecessionsharesdebtstock marketforecast1equal parts into which the capital or ownership of a company is divided2a period of time when business activity decreases because the economy is doing badly3money risked when a business owns part of another company4 a place where company shares are bought and soldIII5a description of what is likely to happen in the future6money owed by one person or organisation to another person or organisationMatch the sentence halves_1Profit margin isa) a part of a company's profits paid to the owners of shares.2I nvestment isb) the difference between the price of a product or service andthe cost of producing it.3Bankruptcy is4 A dividend isc) money which people or organisations put into a business tomake a profit.d) the amount of money which a business obtains (in a year)from customers by selling goods o r services.II5Pre-tax profits aree) when a person or organisation is unable to pay their debts.6Annual turnover isf) the money a business makes before payment to the government.Complete this news report with the terms from Exercises A and B_And now the business news ...There was a further downturn in the economy this month as the .
. . . . . . . . ' in theUnited States and Asia-Pacific region continues. Yesterday was another day of heavy..'for the neartrading on the . . . . . . . . . . .' . with big losses in share values. Thefuture is not good. as market confidence remains low.Paradise Lane. the struggling luxury hotel group. is seeking new. .
. .' to try andavoid . . . . . . . . . . . .' . following the announcement of disastrous interim results. It currentlyhas a . . . . . . . . . . . .' of nearly $5 billion. There are rumours of rivals G H N taking a large. . . . . . . . . . . .' in the troubled hotel group.Phoenix Media announced a 15% increase in .Son an . . . . . . . . . . . .9 of $4.5 million.Added to the strong performance in the last quarter. this is likely to result in anincreased .
. . . . . . . . . . ." of over 1 4 cents per share. well up on last year. which will certainlyplease shareholders·. Following a rise in sales in the emerging markets of ...*III�)>> CD 1.36 Listen and check your answers.oWhat word partnerships can you identify from the text in Exercise C?oDiscuss with your colleagues_EXAMPLE:••••See the DVD-ROMfor the i-Glossary.�Vthe people who own shares in a business•••heavy trad'n9What is the economic situation in your country at the moment?Which parts of the economy are doing well or badly?What is your forecast?Which types of business are making profits or losses?What sort of businesses are a good investment?Can you think of any businesses which have gone bankrupt recently?Which company shares are going up or down at the moment?53UNIT 6••MONEYLISTENINGManaginginvestmentsB�)>> (01.37 Darrell Mercer is Investment Director at PSigma InvestmentManagement.
listen to the first part of the interview and complete the gaps_The aim of the business is to provide . . . . . . . . . . . . . . . . . . . . . .' for private individuals who have.. ......... .. ............ .. . . . . . . . . . . .' that they wish to employ to achieve a certain. .
. . . . . .' for the clientwith the intention of meeting that aim, that return, and also then manage that strategyMy role as the Investment Director is to both . . . . . . . . . . . . . . . . .on an ongoing basis.IlDarrell Mercer�)>> C01.3s listen twice to the second part and complete the chart. Then go tothe audio script on page 157 and check your answers_Asset1 cashExample2 fixed-interest securitieslending to a3 index-linked securitieslinked to the . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . .4 equitiesa . . . . . . . . . . . . or a .'. . . . . property'. . . (e.g. precious metals),. . . or a . . . . . . . . . . ."5 investments not linked to equity returns. . '. .8 (an interesting area ofdevelopment over last 20 years),' . , ' . ,6 alternative investments. . . . ,9 funds. .
. . . . . . . . . .10Watch theinterview onthe DVD-ROM_READINGAn inspirationalstoryII�)>> C01.39 listen to the final part_ Which ofthe following does Darrell notmention?1BIlgold2 fixed-income securities1someone who does a lot of complicated business transactions2a young person who is very skilled or successful at something.Read the article and complete the profile.NameI<ierafl PriorJobDutiesCo m pa nyWork l oc at io nIQPersonality IStrengthsCurrent area of specialisation543 hedge funds4 early cycle equitiesFind idiomatic expressions in the article heading (page 55) which mean:AgeIIfundsWhat is your reaction to Kieran's story?UNIT 6••MONEYKieran Prior: Goldman Sachs'swhizz- kid wheeler dealerand impairs his speech.
He cannot20financial analyst in the equity divisionget Ollt of his wheelchair unaided,i n 2000, Prior - whose IQ score of238and has never been able to walk.Yetdespitelimitations,on25PriorGoldman'spossiblytheseistradingphysicalthrivingand trad ing Euro Stoxx futures toandrunning a $50m (£25m) group ofcompetitive testing ground in finance- winning the admiration of colleaguesEuropean equities and derivatives.Prior joined Goldman just four days60while gaining experience, confidenceafter he graduated from university.and responsibility.30WorkingonthenOIsy,frenetictrading desk at Goldman Sachs's35London offices on Fleet Street carlierthis decade, Kieran Prior and John5Yeatts,twobrightandambitiollstwentysomethings from very differentworlds, became close friends...t{)Allhough Prior, then 23.
was just ayear older than Yeatts when they met.1 0 heenjoyedadvice,aboutgivingteasinghispracticaltheAmericanSaturday-nightelates.45Yeatts returned the favour. Whentraders ordered lunch deli vered15 10theirdesks.YeattscutupPrior's food and fed him one small biteat a time. Prior was born with a rare50condition that affects his movementof theI%perro['[nillg basic research analysisdeskthe most demandingputs him in the topworld's population - has risen from55Early on, he caught the attention ofI t s not easy managing investmentsof any size for the high�po\Veredtradingmachinethatsuppliesmuch of the earnings of WallStreet's most profitable firm.
![](https://s.studizba.com/z.php?f=/templates/si/i/noavatar.png&w=100&h=100&t=1"){kind=avatar}
