Контрольная работа 1 Text 1 Прочтите и письменно переведите текст. How to set up a business

Text 2

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Success and Failure

Jake Golden, a manager of a cosmetics company, explains what makes a company successful.

To begin with, of course, a successful company has to make a profit. That means that it has to keep costs as low as possible – the cost of manufacturing, for example. Secondly you need to make big sales so there has to be a demand for your products. And of course, you want to be competitive. If your competitor brings out a better product, you can lose customers. They start to order products from your competitor, and you start having problems with distribution. You lose money and, finally, you can go bankrupt.

The most successful companies control the market. That means they have a bigger percentage of sales and a bigger market share than their competitors. Their product is market leader. It sells more than any other product in that sector.

Another factor for success is growth. No company wants to stand still. Successful companies are always finding new markets and new opportunities to grow.

But you can never be sure of success. I will always remember the trouble we had with our face cream. We launched it and it was selling very well. Then suddenly people started phoning and complaining it was burning their skin. The newspapers heard about it and wanted to know what we were doing about it. We really didn’t know what to do. We had tested the cream for over six months, and there had been no bad reaction to it. Besides, we had invested a lot in the product and the launch. Then the number of complaints doubled in a week. So, we recalled the product and lost a lot of money.

VOCABULARY

to begin with [bɪˈɡɪn wɪð]	прежде всего
to make a profit [ˈprɒfɪt]	приносить прибыль
costs [kɒsts]	затраты
to keep costs low the cost of manufacturing	держать затраты на низком уровне; сохранять низкий уровень затрат производственные затраты; затраты на изготовление продукта
to bring out a product [ˈprɒdʌkt]	выпускать продукт
A new model of computer has been brought out by the Apple.	Корпорация Apple выпустила новую модель компьютера.
to order [ˈɔː(r)də(r)] an order	заказывать заказ
distribution [ˌdɪstrɪˈbjuːʃ(ə)n]	распространение (товара), сбыт
to go bankrupt [ɡəʊ ˈbæŋkrʌpt]	обанкротиться; разориться
A lot of people will lose their jobs if the company goes bankrupt.	Много людей потеряют работу, если компания обанкротится.
percentage [pə(r)ˈsentɪdʒ]	процент; доля
The percentage of young entrepreneurs has greatly increased.	Доля молодых предпринимателей значительно увеличилась.
it sells more than…	он продается лучше, чем…
Japanese cars sell more than American ones.	Японские автомобили продаются лучше, чем американские.
to stand still	«застыть», оставаться без изменений
Research work never stands still.	Исследовательская работа никогда не останавливается.
an opportunity [ˌɒpə(r)ˈtjuːnəti]	возможность
to control [kənˈtrəʊl]	контролировать
finally [ˈfaɪn(ə)li]	в конечном итоге
This sector of the market is controlled by five companies.	Этот сектор рынка контролируется пятью компаниями.
to be sure of smth [ʃɔː(r)]	быть уверенным в чем-либо
If you are sure of the answers, say so.	Если вы уверены в ответах, скажите об этом.
to launch (a product) [lɔːntʃ]	вывести продукт на рынок
a launch	запуск (продукта)
to complain about smth [kəmˈpleɪn]	жаловаться на что-либо
Our customers never complain about the service.	Наши клиенты никогда не жалуются на обслуживание.
a complaint	жалоба
to invest (in) [ɪnˈvest]	инвестировать, вкладывать деньги во что-либо
The institute will invest 5 million in the project.	Институт вложит 5 миллионов в этот проект.
to recall (a product) [rɪˈkɔːl]	отозвать (продукт с рынка)
The company had to recall the car from the market.	Компания была вынуждена отозвать автомобиль с рынка.
a recall	отзыв (продукта)
The recall cost a lot of money.	Отзыв стоил много денег.
to burn [bɜː(r)n]	жечь, обжигать
trouble [ˈtrʌb(ə)l]	проблемы, заботы, беспокойство

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1. Answer the Questions

1. When do we say that the company is successful?

2. What does the expression ‘control the market’ mean?

3. What product is called ‘market leader’?

4. How many factors for success does Jake name? What are they?

5. Why do companies need new markets?

6. What happens if a company loses customers?

7. When does a company start losing customers?

8. What should a company do to be competitive?

9. What problem did the company have with their face cream?

10. Did they test the product before the launch?

11. Why did they decide to recall the product?

12. Did the recall influence the company’s finance?

2. Read the statements and decide whether they are true (T) or false (F). Correct the false ones.

1. A successful company keeps costs of manufacturing high.

2. If you are competitive, your products are better than those of your competitor.

3. You can make big sales if there is a demand for your products.

4. A market leader never sells well.

5. A successful company doesn’t need new markets.

6. If you make a profit, you can go bankrupt.

7. If you have no competitors in your sector of the market, your customers will never leave you.

8. The company with the highest cost of manufacturing controls the market.

9. The cosmetics company launched the face cream without having tested it.

10. The customers started phoning the newspapers complaining about the cream.
3. Match the words with their definitions

money that you make from selling something or doing business in a particular period, after taking away costs	to order
the activities of making goods (товары) available to customers after they have been produced, for example, moving, storing (хранение) and selling goods	costs
not to have enough money to pay your debts and continue any business activities	distribution
all the money that a business must spend to produce something or provide a service	opportunity
a part of a larger number or amount	to go bankrupt
to produce a new product and start to sell it	profit
a chance to do something	to bring out
to ask for a product to be made for you or delivered to you	percentage
to show or make a new product available for sale for the first time	to recall
to say that something is wrong or not satisfactory	to launch
to put money into something to make a profit	to complain
to ask customers to return a product because there may be something wrong with it	to invest

4.Give the English equivalents

Text 3

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Types and Structures of Businesses
Businesses generally take one of the following forms.

Sole Proprietor

This is the simplest way of starting a business. One person sets up and runs the company. The person provides all the capital and has unlimited liability for business debts, even if this means selling personal assets.