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TASK 1: Replace the word in bold with a word from your active vocabulary. 

1. Does he have the management skills required to make the department more productive. expertise
2. That was a short story competition designed to encourage young promising budding
3. Business was good and we were making money rapidly. resiliently
4. The company’s main competitor is Vodaphone. rival
5. Tom’s attempts to stop smoking haven’t been very successful. efforts
6. Many parents are unwilling to talk openly with their children. Don’t want
7. How long will it be before the world’s fuel supplies are used up? leveraged

TASK 2: Provide antonyms

1. permanent (e.g. job) — temporary
2. abundance (e.g. of resources) — shortage
3. careless (e.g. driver) — careful
4. unlucky — fortunate
5. minor/unimportant – vital
6. a loss (money) — gain

TASK 3: Insert a word to complete the definition

1. freelancer (also known as working from home, or e-commuting) is a work arrangement in which the employee works outside the office, often working from home or a location close to home (including coffee shops, libraries, and various other locations).
2. An employee is a regular worker/employee with no autonomy who must work to survive.
3. A work-life-balance is work during the period of conventional business hours.
4. Mike was desperate because the manager was hostile to him and refused all his proposals.

TASK 4: Choose the word that makes a strong collocation. 

1. She’s struggling to cope with the ……… workload.

big                  great               heavy              large

2. She would have to …… the initiative in order to improve their relationship.

make               have                put                  take

3. Government scientists realise the necessity to … extensive research into the effects of these drugs.

take                 make               undergo          do

4. If you wish to … a complaint, you should see the manager.

get                   do                    make               have

5. Stan’s dad died, leaving his mother to … three sons alone.

rise                 grow up          raise                provide          

TASK 5: Insert the right preposition.

1. He’s still IN friendly terms with his first wife.
2. The recent drop IN magazine subscriptions is causing some concern.
3. FOR some reason the story caught the imagination of the public.
4. Adams excelled AT/IN math and science and went on to study chemistry at the University of California at Berkeley.
5. We are looking for writers with a background IN law.
6. IN retrospect, we should never have allowed that to happen.
7. It never seems to occur TO my children to contact me.
8. Have you been sticking TO your diet.
9. Our youngest son has a flair FOR drawing.
10. The savings, both IN terms of time and money, could be considerable.
11. If you have any problems, you should make management aware OF them.
12. We’ve received a complaint from one of our listeners ABOUT offensive language.
13. This charity program that’s aimed FOR disadvantaged teenagers.
14. The government suggested a new blueprint FOR health-care reform.
15. It had never occurred TO him that he might be falling in love with her.
16. The present political climate gives little cause FOR optimism.
17. They were committed to breaking down the artificial barriers IN women’s achievement.
18. Are you IN good terms with your boss?
19. I’m afraid I’m not a very good advertisement TO the diet since I’ve actually put on weight!
20. Many small investors will go TO the wall
21. I wasn’t sure if she would fit in TO my friends.
22. Miguel was determined to stick TO his decision.
23. The cost of living will go up IN the short term.
24. Smokers often come FROM poorer socio-economic backgrounds.
25. The oil prices are IN free fall.
26. In general, unless the company failed, you had a job FOR life.
27. The airline is struggling FOR high costs.
28. We hope that smoking will become a thing IN the past.
29. Carlos was not obeying orders. He acted AT his own initiative.

TASK 7: Use the following words in your own sentences. 

1. to bide your time. He said that he would bide his time.
2. a sure-fire way to do sth. But Frank said it was a sure-fire way to keep the hotel going.
3. to go to the wall. She should know better, but she just let me go to the wall.
4. a stalemate situation. The stalemate situation could increase tension in the occupied territories, and that would be to the advantage of the enemies of peace.
5. to be tearing one’s hair out. Donna must be tearing her hair out, doing this wedding on her own.

TASK 8:  Writing.

Write 2-3 paragraphs analyzing common characteristics of successful brands.

A brand at the present stage of development of market relations takes on special significance, since the perception of a particular product by consumer s depends mainly on what values ​​it carries in itself and what level of confidence it has.

It should be mentioned that not every brand can become well-known and successful, as well as form and maintain a high level of consumer loyalty and sales. Thus, a brand is not just any, but only a successful brand.

To create a successful brand, the key elements are name; logo; key phrase (or slogan) and brand story.

The brand name is the very first and perhaps the most important impression, or «face» of the product. The ideal brand name should save money on brand promotion and have certain qualities: the name should be pleasant, correspond to the positioning and perception of the target audience; the name should be remembered easily and forever, and ideally — have the effect of «recognition» even at the first meeting. Such names are called «beautiful». They are well perceived «by ear» and allow you to create a graphically correct logo;

Nobody looks for a name at all. It must perform certain functions and solve specific marketing problems. Meet the brand characteristics. The more clearly the task is formulated when searching for a name, the more effective the result can be. The names of companies and products in different business sectors have similarities. It is the language of the industry in which it communicates with consumers. It is better to speak with the customer in the language that he is used to and which he understands. If a brand is launched in 50 countries, you need to test the name in all languages ​​- to avoid stupidity and misunderstandings. It’s important to know what your competitors call themselves. Analysis of the legal situation is especially important in developed markets, where finding a new name is becoming more and more difficult.

The logo is an original outline of the full or abbreviated name of the company in the form of an inscription or a picture, which is a visualized image of the company, its face, a reflection of the style and scope of activity. The logo is the most important component of the company’s corporate image, a means of identification in the market, a powerful tool for promoting and attracting the attention of the target audience.

History is at the heart of any successful brand. Brand stories expand and deepen the concept of a brand by providing memorable examples of human concerns, aspirations and emotions, and indicating a possible future. Ideally, they combine the essence of the past and striving for the future. Brand stories not only inspire customers, but also motivate and guide employees.

The intangible component of the brand includes the cost of promoting the product, the volume of current sales, return on investment, the cost of reputation, the degree of coverage and «advancement» of the target audience, the number of publications in the media, changes in the social and cultural environment that have occurred under the influence of the brand. As for the reputation itself, it is more stable than an asset. At the same time, it is news-based and therefore manageable.