Institute of linguistic and intercultural studies chair of applied modern languages in economics and law
What are the features of a good brand name?
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What are the features of a good brand name? Brand names should be chosen carefully since the name conveys a lot of _______ (1) to a customer. The following list contains considerations that should be made before making a final choice of brand __________ (2). A ________(3) brand name should: • Evoke positive ______________ (4) • Be easy to pronounce and ____________ (5) • Suggest ____________ (6) benefits • Be ________________ (7) • Use numerals when emphasizing _______________(8) features • Not infringe existing _______________(9) brand names 6. Form as many derivatives from the verbs below as you can.
7. Match the beginnings of the sentences with their endings.
7. Do the crossword below. 1 ___ ___| D |___ ___ = TV, radio, the press, Internet 2 ___| I |___ ___ ___ ___ ___ = alike 3 ___ ___| S | ___ ___ ___ ___ = which happens at once 4 ___ ___ ___ ___ ___| T |___ = help the progress of smth 5 ___ ___| R |___ ___ ___ ___ ___ = act or result of buying 6 ___ ___ ___ ___ ___| I |___ = product sold under retailer’s brand name 7 | B |___ ___ ___ ___ ___ ___ to discuss a price for smth 8 ___ ___ ___| U |___ = worth of smth in comparison with smth else 9 ___ ___ ___ ___ ___| T |___ = faithfulness to smth 10 ___ ___ ___ ___ ___| I |___ ___ ___ = author’s right to his creation 11 ___| O |___ ___ = symbolic mark on a product 12 ___ ___ ___ ___ ___| N | = phrase used in product advertising 8. Can you guess where the following brand names came from? Match the brands in the box with the correct text below.
a) From the Latin word meaning ‘snow-white’. b) This was the fifth perfume made by the same company. c) Named after the Greek Goddess of Victory d) Originally a Japanese family name Toyoda. The inventors changed one letter to make it easier to pronounce overseas. e) Named after an African Gazelle f) The family names of two men, one a motor enthusiast and the other an engineering genius.
2. 3. 4. 5. 6. 7. 8. 9. 10. 10. Comment on: A brand for a company is like a reputation for a person. MONEY, MONEY, MONEY … “Man is an animal that makes bargains: no other animal does this – no dog exchanges bones with another.”
It is difficult to imagine a world without money; every country has its own currency, and the history of money goes back to the earliest written records. Ideas about money are pretty much the same – you must have it in order to survive. The History of Money Thousands of years ago humans had very few outside needs. Each family could depend on itself for survival. Later, the way of life changed. The population grew and more food was needed, so family groups moved from place to place. Migrating groups of people met and began to trade with one another. Then, man began to live in settlements or small towns, so land could be farmed and animals raised for food. Since people couldn't use all that they grew or made, they began to barter or trade the surplus. Craftsmen and artists could trade a job for goods. Goods and supplies not available locally were brought from far away. To make trading easier certain objects were used as money, such as shells, tea leaves, tobacco, feathers, and salt. Metal Used for Money About 5,000 years ago a civilization in the Middle East began to melt silver into small bars to use as money. Other countries adopted the idea, and soon coins were made from gold, copper and bronze. Some coins were shaped like shells and animals; others were ring-like with holes in the middle. Paper Money Invented In 1295 Marco Polo returned to Italy from China with a new idea - money made of paper. The Chinese had been using paper money for hundreds of years! The Chinese did not have a large enough supply of metals to make all the coins they needed, so they invented both paper and a printing process to create their money. Each paper note was guaranteed by the government to have a certain value. Banks Used to Safeguard Money The first modern public bank in the world opened in Spain in the 15th century. The word bank comes from the word banco which means bench or the counter where money was counted. Banks make it easy to open basic accounts like checking (AmE)/current (BrE) and savings. You need only to provide: 1) money to deposit, 2) identification such as a driver's licence or passport, 3) a model of your signature which identifies your handwriting. Most people think of banks as the safest place to keep their money because the governments guarantee against losses. Bank accounts also earn interest on your money and provide other services like investment programs, loans, and automated teller machines (ATMs).
A credit card is a small piece of plastic that shows you are a customer of a bank or a credit company. They are really handy to use if you don't have enough cash. However, if you can't pay the total amount at the end of the month you will be charged a high interest rate – sometimes as much as 20%. Growing Your Money Money doesn't grow on trees so it's wise to save it. For example, you can buy securities, such as stocks and bonds, or invest in property. The important thing is to diversify your investments. KEY WORDS AND EXPRESSIONS:
1. Answer the following questions: 1. What kinds of objects were first used for trading? 2. Which metals were used for money? What did the coins look like? 3. Which country invented paper money? Why? 4. Where did the first modern bank open? When did it open? 5. What do you think the expression “Money doesn’t grow on trees” means?
6. If I say that I'm going to pay for something with plastic, what do I mean? 7. What do the letters ATM stand for? 8. What does the author recommend you to do with your money?
2. The money a country uses. 3. Money made from melted metals. 4. Money placed in a bank. 5. Part of company’s capital. 6. To grow animals. 3. Talking about money: say the amount correctly:
MDL 278,954.72 _____________________________________________
5. In the text, find English equivalents for the following words and expressions:
6. Choose the correct word. 1. Many people save money to … for their old age. a. cater b. equip c. provide d. supply 2. I didn’t write it. That’s not my … on the cheque. a. firm b. letter c. mark d. signature 3. I have just … an account in this bank. a. entered b. made c. opened d. registered 4. Miss Saver … only £12 out of the bank every week. a. draws b. extracts c. pulls d. removes 5. The notes in the wallet were all in … American dollars. a. counterfeit b. false c. mimic mock 7. Financing: Why do companies need money to develop? How do they allocate the money to meet their needs? The jumbled lists below present a company’s plans for future development and the reasons for taking these steps. Match the plans with the reasons.
8. Problems for discussion. 1. If you had to choose between wealth and no love; and love with no wealth which one would you choose? Why? 2. "Money makes the world go round." Do you agree? Why? Why not? 3. What's the average salary in your country, Moldova? 4. What's the most expensive thing that you have ever bought? 5. If you won the lottery, or some other type competition, and won lots of money, what would you do with it? 9. Brainstorming activity: 1) Fill in the gaps in the text below. 2) Try to fulfill the task and design or describe your coin. buy money source words plenty luck The power of money: myth and magic Money is considered a _______________________ (1) of good fortune for most people. Rich people seem to be blessed with ______________________ (2) of good fortune because they can ______________________ (3) anything they want. Many cultures believe ________________ (4) also has magical and spiritual power. Some believe it can bring good __________________(5) or even ward off evil spirits. The pictures and ___________________ (6) on money add "power" to it. 10. Add a touch of imagination: Imagine you were asked to design a new coin. What magical powers would your money suggest - love, prosperity, health or protection? Draw your idea and explain your design to a partner. What shape, size, material, color, pictures, or security features are included on your coin? BANKS AND BANKING A bank is a business that trades in money and provides banking services for profit. Traditional banking services include receiving deposits of money, lending money and processing transactions. Some banks (called Banks of Issue) issue banknotes on the order of the central bank. Many banks offer related financial services to make additional profit; for example: selling insurance products, investment products or stock broking. Currently in most jurisdictions the business of banking is regulated and banks require permission to trade. Authorization to trade is granted by bank regulatory authorities and provides rights to conduct the most fundamental banking services such as accepting deposits and making loans. Banks have a long history, and have influenced economies and politics for centuries. Services typically offered by banks Although the type of services offered by a bank depends upon the type of bank and the country, services provided usually include:
Financial transactions can be performed through many different channels:
Types of banks Banks' activities can be characterized as retail banking, dealing directly with individuals and small businesses, and investment banking, relating to activities on the financial markets. In some jurisdictions retail and investment activities are, or have been, separated by law. Most banks are profit-making, private enterprises. However, some are owned by government, or are non-profit making. Central banks are non-commercial bodies or government agencies often charged with controlling interest rates and money supply across the whole economy. KEY WORDS AND EXPRESSIONS:
1. Answer the following questions:
2. Join pairs of synonyms.
1. authorization a. to take 2. transaction b. cash dispenser 3. to accept c. trade 4. to conduct d. permission 5. fundamental e. deal 6. ATM f. to carry out 7. commerce g. basic 3. In the text, find English equivalents for the following:
4. Fill in the blanks with the words from the box. house; joint; central; services; commercial; box; banking; foreign; open; signature; accounts; by; banker; travellers’; advise; business Banking in England In the United Kingdom the banking sector is made up of a variety of different institutions which are supervised by the country’s _____________ (1) bank, the Bank of England. This bank looks after the Government’s finance and monetary policy and acts as ______________ (2) to other banks. Banking _________________(3) for the general public and many businesses are provided by the ___________________(4) banks (also called Clearing Banks) which have offices or branches throughout the country. These banks offer a wide range of _________________ (5) services. Do you have difficulty organizing your finances? The bank is there to help and _________________ (6). Going abroad? The bank can arrange ______________ (7) cheques and _________________ (8) currency. Shops and banks in many European countries now accept your normal cheques as Eurocheques. When the time comes the bank can help you with all the big money problems like buying a _____________ (9) or running a _________________ (10). Want to buy something special? Not enough money? You may be able to get a bank loan. You can keep your money in a bank account or any other things in a safe deposit ____________ (11). There are two kinds of bank _____________ (12): savings and checking, or current. When you open a bank account you must give the names and addresses of two people to the bank. These people are asked to write a short letter (called a reference) about your character. You can ________ (13) a bank account as little as £ 1. Two people can open an account together. This is called a ________ (14) account. The bank asks for an example of your signature, called a specimen ____________________ (15). With a current account you can pay __________ (16) cheque or card in restaurants, shops and petrol stations. In a deposit account your money works for you and earns interest. 5. Choose the correct word. 1. A _______ (car/bank) is a safe place to put your money. 2. You keep your money in a bank __________ (account/closet). 3. You keep other things in a safe _________ (deposit/shoe) box. 4. You take money ________ (from/to) your account. 5. You save money ________ (in/out) your account. 6. There are _____ (three/two/many) kinds of bank accounts.
a. cashed b. robbed c. drew d. stole 2. The bank will require three … signatures when you open an account. a. natural b. sample c. specimen d. trial 3. Mr. Driver had to … all his savings from the bank to pay for a new car. a. exchange b. retire c. subtract d. withdraw 4. At this bank you can get 14% … on your savings. a. interest b. rate c. rent d. salary 5. The … of the bank where I work is in the suburbs. a. house b. quarter c. branch d. seat 7. Enact the dialogue paying attention to the underlined words.
Simon: I want to open an account. Teller: What kind of account do you want to open? Simon: What kinds of accounts can you offer? Teller: You can open a checking or a savings account. Simon: I want to write checks. Teller: Okay, then. You want to open a checking account. Simon: How do I open an account? Teller: You need to bring two forms of ID and proof of address. Simon: How much money do I need? Teller: You need a minimum opening balance of $100. Simon: Do I pay for the account? Teller: No, it is free to have an account. Do you want an application? Simon: Yes. 8. Yes or No? Circle the answer. Yes/No 1. Simon is at the bank. Yes/No 2. Simon has a bank account. Yes/No 3. Simon wants to write checks. Yes/No 4. Simon needs $500 to open an account. Yes/No 5. Simon needs to apply for an account. Yes/No 6. Simon needs to pay for an account. Yes/No 7. Simon wants an application. Yes/No 8. Simon works at the bank. 9. Match the words in the box with their definitions. account balance open free apply checking
1. to start a new account 2. to fill in an application 3. you do not have to pay 4. you can write checks 5. you keep money here 6. how much money is in your account
2. Order a checkbook with checks. 3. Keep a copy of your bank account information. 4. Bring two forms of picture ID with your birth date. 5. You are 18 or more years old. 6. Fill in an application for a bank account. 7. Bring a letter of reference or a utility bill with your address. 8. Go to the bank.
A STORY OF SUCCESS IN BUSINESS: CHINESE IBM ‘Made in China’ just took on a new improved meaning as the world famous computer giant IBM sold its PC division to a Chinese company called Lenovo. China is bursting its way onto the world market to place its products on par with the world’s leaders in terms of quality and performance. The acquisition of IBM is a significant feather in the cap for China, a high-profile entry onto the world stage. “This acquisition will allow Chinese industry to make significant inroads on its path to globalization”, said Lenovo chairman Liu Chuanzhi. Lenovo will become the third largest PC maker worldwide, with annual revenues exceeding 10 billion US dollars, or 8% of world market share. Lenovo has been a rags-to-riches story. It started in 1984 with around 25,000 dollars and slowly grew to become a household name in China, selling a wide range of electronics. It is a major sponsor of the 2008 Beijing Olympic games. Who had heard of Hyundai before the Seoul Olympics in 1988? The IBM deal gives Lenovo worldwide brand recognition, especially as they get to keep the ‘Thinkpad’ brand for five years. Other Chinese companies are also slowly re-branding China’s manufacturing image from that of ‘cheap and nasty’ to world-beating quality. Thirty years ago ‘made in Japan’ equalled ‘inferior product’, today we have Sony, Toyota, Panasonic, Toshiba, Honda… KEY WORDS AND EXPRESSIONS:
1. Answer the following questions: 1. Do you have anything made in China? What do you think of it? 2. Is the sale of its PC and laptop division a good move for IBM? 3. Do you think China will become a leader in business and innovation? 4. What do you know about Chinese management style? 5. Are you ready to buy Chinese-made cars, fridges, mobiles, shoes, chocolate…? 6. Do you know any ‘rags-to-riches’ stories? 7. The boss of Dell, and many analysts, say the Lenovo/IBM merger won’t work. 8. What do you think? Why are they being so negative? 9. What does ‘Made in Japan’, ‘Made in Taiwan’, ‘Made in USA’, ‘Made in Britain’, ‘Made in Germany’… mean to you? 2. Are these statements true or false? T / F 1. IBM sold its PC division to a Chinese company called Lenovo. T / F 2. China is making its way onto the world marketplace at a snail’s pace
T / F 4. Lenovo will become the third largest PC maker worldwide. T / F 5. Lenovo has been a riches-to-rags story. T / F 6. Lenovo is a major sponsor of the 2008 Beijing Olympic Games.
be a household name. T / F 8. ‘Made in China’ will mean ‘world class quality’. 3. Match the elements of the phrases from the text.
4. In the text, find English equivalents for the following:
5. Answer the questions and substantiate your view-point:
Directory: Litere Litere -> Percy Bysshe Shelley (1792-1822) Litere -> Free International University of Moldova Faculty of Letters Department of Germanic Languages Zinaida Cameneva syntheses in Linguistics Suport de curs la disciplina "Lingvistica" Chişinău – 2014 Litere -> From Wikipedia, the free encyclopedia Download 0.78 Mb. Share with your friends:
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