market_leader_3e_-_intermediate_-_teachers_book (852197), страница 50
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Which adjective refersto someone who only acts following events,and which adverb describes the actions ofsomeone who tries to anticipate events?What expression is used in relation to eachof these types of leadership?PHOTOCOPIABLE© Pearson Education Limited 2010157UNIT12Co m petitionTAKI NG ON _COM PETITORSL· ' �. ,.-· �'+'1 1'1r'_..-Before you readThink of situations where a new competitor might be able to do betterthan existing companies.
For example, what i mprovements could a newcompetitor bring to the way these products and services are sold?a) fast foodb) carsc) consumer electronicsReadingRead this article from the Financial Times and answer the questions.FTLEVEL OF DIFFICULTYe e 0Best Buy 's competitive threat to rivalsby Tom Braithwaite .i n London--lm><--lIXJ)>zBestBuy,theelectronicsworld'sretailer, haslargestw i l l start to stock laptops at eachsentof itsashockwave through the troubledJOEuropean market with a plan to;;r::::ssuch as Germany's MedjaMarktoperateaarctimewhenstrugglingmarginsandconsumerit15willbeunderthePlans for the roll-out of BestBuy's trademark 'big box' format,spending.However,timewith stores trading under its ownover40for'techstress'suffered65' Except for the accent, we couldn ' ttell the difference between thepeople we were talking toUS retailer, and Charles Dunstone,M innesotaBest Buy's European operation ishisfiring on all cylinders.The UK will be the launchpadnextbyincreasinglytogetherlinkAnderson, Chief Executive of thecounterpartthecom pi icated electronic products:name.
were being made by BradbeforejobMr Anderson.shoppers, attempting to buy andretailersdepressedgoodsaidUS and the U K , he was struck bythebrand.the U K .worriesterriblyAfter consumer research i n theooearphoneinwithsomewill continue totheBy announcing a tie-up withatyear, althoughthe peopleinwewere talking to i n Londo n . 'earphone.bothand10M r Dunstone, w h o h a s al readybroughtmenBestBuy'ssuccessfulGeek Squad, a team of roaminghave dodged questions as to how,Carphone Warehouse i n the U K .many Best Buy-branded storestechnical service specialists, to20of a 50-per-cent share in the jointthe joint venture would open. M rtheventure will open up a new avenueAnderson did acknowledge therethe U S group's45£ 1 . 1 b n purchaseof growth for a company that has923 stores in the U S , as well assmaller25158aconsumer,'venture will inherit earphone'satthat o u r industry i s n o t doingmarket last year.
The new jointstores. whichCurrys and Cometa t t h e heart of t h e deal. ' I t h i n kits successful entry into the PCopen stores across the continent.35ssfollowingThe US group will take on brandsand France's Fnac, as well as102,400 stores,operationsinCanadaso75UK.added:'Consumersin Europe are really ready forwas an ' i ncentive to develop asomeone to come and try to do ameaningful business in Europe asbetter job.'rapidly as we possibly can'.and China, and plans to open u pB u t he was keener to talk abouti n Mexico a n d Turkey.
Over thenext three months, earphonethe less tangible aspects of sellingconsumer electronics - which l i e© Pearson Education Li m ited 2010 PHOTOCOPIABLE��\TEXT BANK1 Look through the whole article and matcheach company (1-7) to its description (a-f).1�Best Buy2 earphonea) a French retailer of consumerb)Warehouse3 MediaMarkt c)��4 Cometd)5 Curryse)',�6 Geek Squad f)��\7If ...b)c)�d)�e)�������f)3place, it has a big effect.a competitor takes on (line 6) others, it competeswith them for the first time.you struggle (line 1 1) with something, it is hardto do.margins are depressed (line 1 1), the profit foreach product sold is more than before.there are worries (line 1 2) over something, peopleare optimistic.something is firing on all cylinders (line 16), it isworking less well than it could.Look at paragraphs 2 and 3 and answer thequestions.a) Will the joint venture involve building new storesb)c)d)e)f)g)h)UNIT 125 Find these expressions in paragraph 3.a) an adverb meaning 'fast'b) an adjective used to say that something is worthdoingc) a verb meaning 'avoid' (give the infinitive)d) a verb meaning 'admit'e) a noun used to talk about someone i n anorganisation with the same job as someone inanotherf) a noun referring to the size and shape ofsomethingg) a noun referring to the first stage in a processh) a noun used to talk about a reason for doingsomethingi) a noun referring here to the introduction of a newchain of storesa) an event sends a shockwave (lines 2-3) through a��Fnac2 Look at how the expressions in italic areused in the article.
True or false?��electronicsa German retailer of consumerelectronicsa US company that wants to getinto the European marketa team of technical experts whotravel round fixing computers,etc.a U K company that is i n a jointventure with Best Buya UK retailer of consumerelectronics (two companies)��immediately?Will the joint venture operate under the Best Buybrand?Will it extend this activity?Why has Best Buy entered into a joint venture?How much is Best Buy investing and what doesthis give them?How are Best Buy and earphone going to worktogether in the U K?Has earphone Warehouse already started sellingPCs?Does Best Buy already have stores in Mexico andTurkey?6 Find expressions in paragraphs 4 and 5 thatmean the following.a) travellingb) more willingc) concrete characteristicsd) complexe) are the main reason forf) anxiety when dealing with electronic products7 Which of these possible reasons for the jointventure are not given in the article?Best Buy ...a) can offer lower prices than competitors.b) thinks that some European competitors may goout of business soon.c) thinks it can offer a better service to people whoare confused when buying electronics.d) wants to expand in Europe.e) wants to use the U K as a launchpad for newstores in Turkey.Over to you 1Do you suffer from 'tech stress' when buying electronicproducts? If so, what are the main causes?Over to you 2Retailers often have trouble breaking into new markets.What are some of the possible reasons for this?4 Now put your answers to the questions inExercise 3 in the correct order to make asummary of that part of the article.��PHOTOCOPIABLE© Pearson Education Limited 2010159UNIT12Com petition--�BREAKI NG U P MONO POLI ES.·.; ;�:Before you readThink of two or three important industries in your country.
What is thecompetitive situation in each? Are there any monopolies (situationswhere there is only one possible supplier)?ReadingRead this article from the Financial Times and answer the questions.FTe e 0LEVEL OF DIFFICULTYTide slowly begins to turn against private monopoliesby Adam Thomson-fmX-fo::J)>z:::-::::Try asking for a foreign beer i ninvest igatorany fi n e restaurantCommission for Latin AmericainMexicoand the chances are that it w i l ln o t stock a single one.
Instead,beer from just one of the two bigeconomylackoverwhel ming.isthetwobig40mediatheregulated,' heto the public i nterest.' So what.arethebysaid. 'They do not always respondthe10i f anything, has changed sinceproblems, argues Ms Shatan, hasthen? Surprisingly, perhaps, someobservers are starting to sec smallbut important improvements.is still largely in the hands ofwere privatised i n the late 1980sTelmcxand early 1 990s at a time wheninthecaseof fixedstate-ownedcompaniesOne example is the banking1ssector.Changeslawtostopcase of cellular telephony. Thebad state.
'Raising money wasbundling products together andpaint market is overwhelminglyalmost the only consideration,'nowassociated with just one name:she says. 'Not much thought wasi n formation in a way that allowsgiven to how they were going to50to Ccmex , the cement giant.isineverywhereMexico,notoriouslypotentialcompaniesprivatehands,inpassedAnothermanyintoincaseskeeping their monopolistic statusandeconomists say that it has becomesimplythemcustomerstoprovideeasilytocompare products between banks.behave and operate afterwards.'In practice, these state-ownedyoucompetitionabsent.soobligesbanksthehave45forcedinpublic finances were in a verylookssareaisportabilitytelecommunications,theability of customers from onecompany to switch providersAt the same time, regulations andwhile retaining the same number.one of the principal reasons forregulatorsThis year. Cofetel, the telecomsthesectors of thecountry'srelativelylowgrowth over the past decade.
I thashighalsoledtopricesunnecessarilyandalackof innovation. they say.As160of'The regulators have beencapturedI ,000Almost30Onei nterview last year, he told theFf:to do with the way more thandifficult not to hand money over2565Mexicancompetitiontelecommunications andcompanies. Te lecommunicationsComex. Build a house, and it iswofthement'stransport min ister. agrees.
In an'Thethat result fromnever from both. Televisionline services, and Telcel in the15111Mexican brewers - and almostTc levisa,Economicit i n a recent interview:distortionsby TV Azteca andtheand the Caribbean (Eclac), put35the restaurant will offer you adominated10atClaudiaShatan.55governingstrategiceconomyregulator.wereAcademics say thattheresulttoday is often one of institutionalfinallyforcedallproviders to introduce the change.only set up as an afterthought.90potentiallycreatingfarmorecompetition between carriers.weakness.anEven Luis Tellez, the govern-© Pearson Education limited 2010 PHOTOCOPIABLETEXT BANK ........ UNIT 121 Look through the whole article to find namesof companies in these industries in Mexico.(In some cases, no company is named.)5 Replace the words in Italic with nouns fromExercise 3.a) It was when state com panies were bought byi nvestors.a) cementb) bankingb) There hasn't been enough of it, and the Mexicanc) paintseconomy is suffering.c) Not much of this was given to how companieswould act after they were sold by the state.d) mobile telecommunicationse) fixed-line telecommunicationsf) beerg) televisiond) This and this were not in people's minds when the2 Look at how the expressions in italic areused.
True or false?a) If something is notoriously absent (line 23),b)c)d)e)people don't mind about it not being there.The principal (line 2 5) reasons for doingsomething are the main ones.A decade (line 2 7) is a period of 20 years.If prices are unnecessarily high (lines 28-29),there is no way of avoiding this.When there is a lack (line 29) of something, thereis a lot of it.f) Innovation (line 30) is the development of newideas, products, etc.. .
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