Read the statements and say whether they are true (T) or false (F). Correct the false ones.
Date: 2015-10-07; view: 415.
III. READING COMPREHENSION
1. Answer the Questions
1. What does Virfen produce?
2. Where is it based?
3. Does it have a strong reputation?
4. What is Caxton Reader?
5. What are its strong points (ñèëüíûå ñòîðîíû)?
6. How many units can Virfen produce a day?
7. How much does each Reader cost in materials, labour, and shipping ?
8. Does it have any rivals in the market?
9. Which reader was the first to appear in the market?
10. How does the Lector compare with the Caxton Reader?
11. What advantage does the Paston Voyager have compared to the Caxton Reader?
12. What are its disadvantages?
13. What potential markets has Virfen researched?
1. Virfen is based in London.
2. Virfen does not have a strong reputation.
3. Virfen produces personal computers.
4. The Caxton Reader is a personal organizer.
5. Its main disadvantage is that it downloads from the Internet very slowly.
6. It does not need a modem to download from the Internet.
7. The Caxton Reader has a rigid screen.
8. Each Reader costs about $100 to produce.
9. The company has no rivals in the market.
10. The Lector is older than the Caxton Reader.
11. The Paston Voyager is heavier than the Caxton Reader.
12. Its main advantage is fast download time.
13. The Caxton Reader will mostly be used by high school students.
14. General public is not viewed by Virfen as a potential market.
3. Supply the missing words and word combinations
1. Virfen has built a strong r---------with its personal organizers.
2. Virfen is b---- in Cambridge.
3. The Caxton Reader is an e--------- b--- .
4. Electronic books are used to v--- newspapers and magazines d--------- from the Internet.
5. The Caxton has a f------- s----- that f---- in two.
6. Each Reader c---- $50 to produce.
7. Now the company is developing its m-------- s------- for the next three years.
8. The company would like to r------ its d---------- c---- quickly.
9. The Paston Voyager can a----- book cards.
10. Users buy book cards and i----- them into the Paston Voyager.
11. The Paston Voyager's disadvantage is its slow d------- t---.
12. Virfen has r--------- four potential markets for its product.
13. High-level managers may be e---- a------- of the gadget.
14. Electronic books are often used by people who have to c------ to work.
IV. ANALYZE
1. Chose the correct word or word combination
1. Electronic books are used to … books, magazines and newspapers.
a. write b. attract c. view
2. Virfen has built a strong … with its personal organizers.
a. marketing mix b. foundation c. ireputation
3. Slow download time is a … of the Paston Voyager.
a. customer attraction b. strong point c. disadvantage
4. The Caxton Reader has a …screen.
a. soft b. rigid c. flexible 
5. Virfen has two main … in the market.
a. friends b. customers c. rivals
6. The Paston Voyager … plastic cards.
a. folds b. accepts c. demands
7. If people travel regularly to and from work, we say they c… to work.
a. walk b. hurry c. commute
8. If something is difficult to bend (ñãèáàòü), we say it is … .
a. flexible b. plastic c. rigid
9. … is a piece of equipment that helps you arrange information.
a. A mobile phone b. A powerful modem c. A personal organizer
2. Match the words and expressions with their definitions
| 1to get back the money you have spent | ato download |
| 2 the cost of carrying goods, especially in a ship | b rigid |
| 3 a measurement of how heavy a person or a thing is | cflexible |
| 4to move information to your computer from a computer system or the Internet | d to recover costs |
| 5 able to bend or move easily | eto commute |
| 6 to make a detailed study of something in order to discover new facts | f weight |
| 7 to travel to and from work | gto research |
| 8 stiff, hard, and difficult to bend | hshipping |
3. Put the words in the correct word order
1. is / Virfen / based / where / ?
2. have / a / does / reputation / it / strong / ?
3. produce / what / unit / one / cost / does /it / to / ?
4. e-books / used / for / are / what / ?
5. many / produce / a / how / day / units / can / a / the / company / ?
6. many / researched / potential / how / markets / has / the / company / ?
7. rivals / market / in / the / have / does / the / company / what / ?
8. managers / to / pay / a / price / high / ready / ready / high-level / be / may / .
9. kind of / may / e-books / need / people / what / ?
10. advantage / have / does / the Caxton Reader / what / competitive / ?
4. Give the English equivalents
à.ãèáêèé…………………………………………………………………………….b.êîíêóðåíò…………………………………………………………………………ñ.èññëåäîâàòü……………………………………………………………………......d.âîçìåñòèòüçàòðàòû………………………………………………………………åe.åçäèòüíà ðàáîòó…………………………………………………………………
f. ñêëàäûâàòüñÿ ïîïîëàì…………………………………………………………………………….
g. ñòîèòü……………………………………………………………………………
h. íàõîäèòüñÿ, ðàñïîëàãàòüñÿ……………………………………………………………………..
i. ïîòåíöèàëüíûé ðûíîê………………………………………………………………………………
j. ìåíåäæåðû âûñîêîãî óðîâíÿ………………………………………………………………………………
k. òÿæåëûé……………………………………………………………………………
l. ñêà÷èâàòü……………………………………………………………………………
m. â îòëè÷èå îò……………………………………………………………………………………
n. ïðèíèìàòü………………………………………………………………………
o. øèðîêàÿ ïóáëèêà…………………………………………………………………………..
5. Prove the following statements (àgree or disagree)
1. The Caxton Reader is the best choice for university and high-school students.
2. Virfen is a monopolist in the e-books market.
3. Virfen is going to set the same price for its product in all of its potential markets..
V. TRANSLATE
1. Êîìïàíèÿ Virfen ðàñïîëàãàåòñÿ â Êåìáðèäæå. …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
2. Îíà èçâåñòíà ñâîèìè ïåðñîíàëüíûìè îðãàíàéçåðàìè.
…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
3. Êîìïàíèÿ èìååò ïðî÷íóþ ðåïóòàöèþ.
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..
4. Íåäàâíî êîìïàíèÿ ðàçðàáîòàëà íîâûé òèï ïðîäóêòà – ýëåêòðîííóþ êíèãó ïîä íàçâàíèåì Caxton Reader.
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..
5. Íà ðûíêå óæå åñòü íåñêîëüêî êîìïàíèé, ïðîèçâîäÿùèõ ýëåêòðîííûå êíèãè.
……………………………………………………………………………………………………………………………………………………………..………………………………………………………………………………….
6. Êàæäàÿ ýëåêòðîííàÿ êíèãà èìååò ñâîè äîñòîèíñòâà è íåäîñòàòêè.
……………………………………………………………………………………………………………………………………………………………..…………………………………………………………………………………
7. Caxton èìååò ðÿä êîíêóðåíòíûõ ïðåèìóùåñòâ íàä ñâîèìè ñîïåðíèêàìè.………………………………………………………………………………………………………………………………………………
………………………………………………………………………………
8. Îí ëåãêèé, ó íåãî ãèáêèé ýêðàí, êîòîðûé ñêëàäûâàåòñÿ ïîïîëàì, è îí èìååò âûñîêóþ ñêîðîñòü ñêà÷èâàíèÿ. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
9. Ïðîèçâîäñòâî îäíîé ýëåêòðîííîé êíèãè îáõîäèòñÿ êîìïàíèè â $50, âêëþ÷àÿ ðàñõîäû íà ìàòåðèàëû è òðàíñïîðòèðîâêó. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
10. Ñåé÷àñ êîìïàíèÿ ðàçðàáàòûâàåò ñâîþ ìàðêåòèíãîâóþ ñòðàòåãèþ íà ñëåäóþùèå òðè ãîäà.
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
11. Îíà ïëàíèðóåò âîçìåñòèòü çàòðàòû íà ðàçðàáîòêó Caxton'à êàê ìîæíî ñêîðåå…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
12. Êîìïàíèÿ ïðîâîäèò èññëåäîâàíèå ðûíêà, ÷òîáû îïðåäåëèòü öåëåâóþ ãðóïïó äëÿ ñâîåãî ïðîäóêòà.
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
13. Virfen ðàññìàòðèâàåò 4 ïîòåíöèàëüíûõ ðûíêà äëÿ Caxton Reader.
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
14. Îäíèì èç ïîòåíöèàëüíûõ ðûíêîâ ÿâëÿþòñÿ ñòðàíû ñ áîëåå áåäíîé ýêîíîìèêîé.
………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………
15. Öåíà íà Caxton Reader áóäåò çàâèñåòü îò òîãî, ñêîëüêî ïîòåíöèàëüíûå ïîêóïàòåëè ãîòîâû ïëàòèòü çà íåãî.
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..
VI. SPEAK
1. Your opinion
1. Which of the three Readers stands a better chance of winning the market? Why?
2. Which of the 4 potential markets should Virfen concentrate on? Why?
3. What problems can the company face while launching and promoting its product?
2. Dialogue
A friend of yours is going to buy a new e-book. Tell him about Caxton's USP (unique selling points) and try to persuade him to buy the Caxton Reader.
3. Make a presentation of Caxton to
a) a group of students
b) a group of high-level managers
c) the general public in a supermarket
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