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СЕМИНАРСИ РАД

Енглески jeзик IV

Cтудент:

Cмер, број ииндекса:

Дaтум изрaдe ceминaрcкoг paдa:

Професор:
мp Дoлорис Бешић Вукашиовић

шкoлcкa 2016/2017. гoдинa

Задатак 1:
Преведите cледећа двa тeкcтa:

Текст 1 :

Winner – business innovation

Danny Chapchal, chairman of Camcon destination for top management from the
Technology, has a nice story to tell about his world's big companies, many of which are
Company, winner of this year's Business piloting the new valve.
Innovation Award. When he took over as The binary actuator was invented by Polish
chairman it was to raise money for the firm sound engineer and academic, Wladyslaw
which has world-wide patents on the binary Wygnanski, who has spent more than two
actuator. decades perfecting what at first seems to be
The binary actuator? Does this sound very the most simple of gadgets.
exciting? Certainly not to the first venture The valve works by using magnets and
capital organization Mr Chapchal approached. springs and very little power. It works for a
Within days of receiving the company's offer long time and at great speed. These qualities
they wrote back saying ' we cannot see the are wha t people who use valves have
been
market for this technology '. Mr Chapchal searching for, and there is every
chance that
thinks they will end up in the same position Camcon will make the big time.
as the company that turned down the Christopher McDouall, a director of the
Beatles. company says : ' This is a beginning of
The binary actuator is a valve; a simple but something that over the next 25 years will
brilliant re-invention of the valve, and a become extremely significant.' He should
step-change in technology that will make know; he began his career whit the legendary
ripples around the world. A valve is a simple Barnes Wallis – inventor of the jet engine –
device that controls the movement of a liquid and was also involved in the early days of
or gas in the system, preventing the liquid from Concorde. Mr McDouall adds; ' You can't say it
moving in more than one direction. is like the transistor, but it is similar to the
Imagine something that could reduce jet effect it will have.'
engine noise by 90% and allow ambulances Commenting on the award, Mr Wygnanski
to go over speed bumps without slowing said: ' This is proof that inventors and the
dowm ... these applications are just a business community in Cambridge is truly
beginning. Camcon Technology is now the international'.

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 Teкcт 2:
Vuitton's drive to maintain double -digit London; Dubai, Singapore and New York to
sales growth. And it helps reduce Vuitton's shop,' Singh recalls. Within a year, Vuitton
dependence on Japanese customers, who was scouting for store locations, finally
account for more than half of sales world- settling on retail space in Delhi's luxsurious
wide. Oberoi Hotel. The company expects to
Vuitton isn't the only luxury group open a second store in Mumbai this year.
eyeing emerging markets, but it tries to For Vuitton, these store openings
stay ahead of the pack. In his Paris office, serve a dual purpose. Of course, the
Vuitton chief Yves Carcelle keeps a photo company hopes to draw crowds of
of Nanjing road of Shanghai, which was shoppers. But just as important, the
clogged with bicycles in 1992 when outlets, and the publicity they generate
Vuitton became the first global luxury help to raise the brand's profile with
group to open a store there. Today, the people who may end up shopping for
street is thronged with cars and is the Vuitton when they travel abroad. London –
main artery of a bustling business district. based analyst Melanie Flouquet of J P
Bagging some new markets In fact, about 8 % Vuitton sales are Morgan says that within
fifteen years more
made to mainland Chinese customers. That than 100 million Chinese wil l go abroad
Indian aristocrats, business leaders, and includes clients at nine stores in China, as annually.
Bollywood stars turned out in force last well as Chinese tourists shopping in other That's why Vuitton plans to open four
March at a glittering reception for an countries. Once again in India, Vuitton is more stores in China this year. The
exhibition of antique luggage used by the first major luxury shop group to set up company says mainland China and Taiwan
Maharajas. But the luxurious steamer shop. ' We have one billion [Indians] who together are already its third largest
trunks and cases for swords and turbans are just waiting for us', Carcelle says. market behind Japan and the US. And
werrn't on display in a historical museum. Yet entering a new country requires there are more serious shoppers out there.
The setting was Louis Vuitton's newly - painstaking groundwork. Carcelle sent a Vivian Hung , a 34- year -old Hong – Kong
launched New Delhi store, its first outlet team to India in 1999 to meet Tikka native who lives i Beijing, is a devoted
in India. Shatrujit Singh, a young aristocrat who Vuitton fan who owns a collection of
Vuitton's move into India is part of an was the advisor to Vuitton's parents LVMH handbags and the latest ready- to-wear by
expansion that over the past decade has Moёt Henessy Louis Vuitton in India, Vuitton designer Marc Jacobs. ' Other big
doubled the size of its retail network to were it was selling champagne, cognac, brands like Prada and Gucci are very good
318 stores in 51 countries. Beside India and perfumes. Singh introduced them to but I choose Louis Vuitton,' she says. With
it opened its first store in Russia last year wealthy businesspeople and socialities. clientele like that, Vuitton looks set for
and will soon move into South Africa. ' There was nothing available in India for even more globalgrowth.
Tapping new markets in essential to the rich to buy. People were flying to Business Week

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 ЗАДАТАК 2:
Препричајте cледећа двa тeкстa нa eнглеском:

Teкст 1:

Research in the United States Britain is not far behind the USA have therefore relabelled this as 'prop
sugests that a teenager its with this technique. Last night in provision'. The Sol beer in Hollyoasks is
exposed to up to 3,000 London, party lovers could listen on used as a realistic prop. No money is
television ads a day. These ads their mobile phones to a list of places paid to the programme - makers. ' It
can become with noise, to go out under the slogan 'Sol on a sounds artificial for a character to walk
barely noticeable. The huge mission'. When they relax in front of into a pub and ask for a cola drink,'
growth of satellite channels the soap opera Hollyoaks, they will see said the ITC's Helena Hird.
and the introduction of the actors drinking from bottles of Sol Some enterprising consumers are
TiVo box, which can Mexican beer. It is all part of a £1m finding novel ways of exploiting the
record programmes while campaign by Sol, which is rejecting urge to brand anything that moves. A
filtering out the ads, has normal advertising in favour of more Dutch student, hitch-hiking round the
reduced the reach of the covert methods. 'Today's youth are very world, is naming on the website diary
television commercial even cynical,' said Zoe Smith, Sol's brand the hotels that give him free
more. As a result , brands manager in Britain. 'You cannot be too accommodation. Jonathan Ressler
are turning increasingly to obvious. They like something a little bit whose agency has helped to pioneer
undercover marketing. In different that challenges them'. product placement methods, says this is
America , actresses are hired to go into In Hollywood, product placement just the beginning. 'You're
definitely
bars to offer strangers particular has been around for decades. Producers going to see real people being
brands of alcohol, cigarettes or snacks. can collect upwards of £75,000 a time sponsored by companies. It's not going
They never reveal the truth of their from companies wanting their product to be a superstar like Michael Jordan
mission,but the intentions are to help to be seen on the screen. To an extent, it's going to be Mr Joe Average. And
foster a feel-good image for their the same is true of television, altought it'll be cheaper, more effective and
corporate employers. This stealth the methods are more subtle. British carry far more credibility,' he said.
advertising its aimed particulary at TV companies face heavy fines from We'we had reality television, he argues,
young consumers who are no longer the Independent Television so what's wrong with reality
influenced by the heavy sell with which Commission if they accept payment for advertising?
they have grown up. product plaement. Marketing firms The Times

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 Teкст 2:

your potential employer is looking for on neon yellow paper are

'wrong,
and then match approximately five from wrong, wrong.'
your portfolio. What about length? Must you
keep
If you're going for your first job, you everything on one page? Is it
OK to
migh not feel you have five stretch to three? Mr
Richardson feels achievements under your belt, but it can that two pages
are pretty standard for
be just a question of looking at your the UK,and that busy
recruiters won't experience in the right way. ' Lots of read anything
much longer than that.
students undersell themselves,'says John 'The key is to be pithy'says Mr
Owen,'I Richardson, careers consultant at saw a CV recently
that was to simple.It Manchester University. 'When they say was about 10 lines long.
Just: I went to
they've done nothing you want to this university, I'm interested in these
scream at them. You've worked in a bar things, Iwant to work in advertising for
on a Saturday night in Manchester? these reasons. It was very impressive.
' Writing a CV is like eating an elephant. You've got experience handling conflict.' With all this, you're probably
You have to do it chunk by chunk,' says The same applies to any attempt to running out of space. The good news is
Margaret Stead, CEO of careers make your CV stand out from the that you don't need to include
consultancy careersnet.com. She feels crowd. When it comes to quirky references. It's perfectly acceptable to
that all to often we take to daunting, touches,' Do it for a reason,' says Nic put'references available on request' at
one-size-fits-all approach to compiling a Owen, account direcor at advertising the bottom.
CV. When it comes to CVs, the key is to agency M&C Saatchi. 'If there's a reason Mr Owen also thinks humour can
make it relevant. Ms Stead recommends for it then it can be powerful but help. He says it's important to let your
that, rather that writing a generic gimmick for their own sake are personality come across. 'People think
chronological CV, you should build up a annoying.'Ms Stead fondly remembers they have to be so serious. You
portfolio of achievements. When a CV that turned up with a tea bag shouldn't be flippant, but the best CV's
applying for a job, identify the attached and an invitation to 'have a are the ones where you warm to be
achievemnets that demonstrate skills cup of tea while you read my CV .'But person. In the end you just have to be
she agrees that you can't rely on the yourself. If you lie about who you are
person who reads your CV sharing your now and get the job, you will have to be
sense of humour. As a general rule, that person for the rest of your career.'
Stead says, tricks like printing you CV

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ЗАДАТАК 3:
Прочитајте cледећа двa тeкстa и oдговорите на питања.
Текст 1:

Now read the text and answer the questions.

1 Why don't analysts share Mr Scott's optimism about Wal-Mart's US growth?

2 Where does Wall Street think that Wal-Mart's future growth will come from?

3 How did Wal-Mart become number three in Britain?

4 What mistakes did it make in Indonesia?

5 What useful expertise has Wal-Mart obtained from Asda?

6 Why does Wal-Mart need to achieve greater scale internationally?

7 How could the aquisition of a European competitor help Wal-Mart's personnel

problems?

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In less than four decades Wal-Mart has come to account for 60% of America's retail sales and
7-8% of total consumer spending (excluding cars and white goods). Its pre-tax profits have
grown by 15% over the last decade to $9.3bn in 2000. No other global retailer comes close
when measured by sales. H Lee Scott (Wal-Mart's CEO) says future growth will come from
aggressive new store openings, plus a move into food and into such services as banking.' Is
there some reason we couldn't be three times this size'. However, analysts worry about
saturation in America and expect domestic growth to slow. Wall Street is pinning its hopes
instead on Wal-Mart's overseas efforts. Founded only a decade ago, the international division
already accounts for 17% of sales and 11% of profits. Wal- Mart is already the biggest retailer
in Canada and Mexico. It bought itself the number three position in Britain with its £6.7bn
acquisition of Asda and is now pushing into China. But its ventures in Argentina, Indonesia,
and Germany have been flops, accompanied by heavy losses. With a presence in nine
countries, Wal-Mart is in fact lessinternational than other aspiring blobal retailers such as
France's Carrefour, which has stores i 31 countries. Most of Wal-Mart's overseas problems
were avoidable. In the 1990's it made the mistake of exporting its culture wholesale, rather
than adapting to local markets. When it moved into Indonesia, it shipped in an entire
warehouse on a barge. Wal-Mart is at least learning from its experience. Unlike its small,
nervous steps into some foreign markets, the acquisition of Asda was bold, providing crucial
experience in selling food. Wal-Mart is also becoming more culturally astute, even importing
food ideasoverseas into its domestic business. Bit Wal-Mart's biggest problem is its lack of
'human capital', says Coleman Peterson, head of personnel. The group has been at pains to
replace expatriates with locals, and every overseas country team expect China's is now led by
a non- American. Yet it is expanding faster than it can train people internally, and has lost
high-quality local managers to rivals. This leads to another problem: that the international
division still lacks scale. To exploit savings from sourcing globally, Wal-Mart need to make
more acquisitions. Buying Carrefour would be its boldest move. However, Wal-Mart is more
likely to buy the hypermarket businesses of Germany's Metro, worth $4bn. Buying even part
of Metro would bring Wal-Mart huge clout with European suppliers, and also some more
experienced European managers.
The Economist

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 Тeкcт 2:

Hamleys is Britain's most famous toy shop. It is located in the West End of London, famous for
its theatres, expensive shops, and department stores. Read the article and complete paragraphs
A-F with these initial sentences.

1 Mr Burke brought back the basics of retailing with a focus on range, value, service, and the
store environment.
2 The success of The Bear Factory will help reduce Hamley's reliance on the flagship store.
3 Two weeks before Christmas and Simon Burke, the chairman of Hamleys, is striding around
Britai's best-known toy store looking anxious.
4 Indeed he has strong views on the toy industry including the fact that many hot sellers are not
up to much.
5 ' I used to play games like Diplomacy and war games ( as a child ).
6 Services like VIP shopping have been introduced, as well as a home delivery service.

B ' I think that with the degree of store so we should have the
ultimate
branding that is prevalent in the toy toys.'
industry, the actual playing quality of the E Hamleys has also started an
item is often overlooked. You'll get what expert hotline where customers can ask
are sometimes quite poor toys that will questions about specialist areas like
sell very well because they happen to model railways. Prices are more
have the right brand or because they are competitive and the flagship store has
supported by massive advertising.' been given an additional £2.6m
C It was all strategy games, rather makeover to make it closer to the
than games of chance where there's lots fantasyland it should be. Meanwhile
the
of dice-rolling involved.'The former war failed Toystack stores are gradually
being
game players has needed all his strategic turned into branches of The Bear
skills to revive the fortunes of Hamleys Factory, which sells custom-made
teddy
which was an under-invested has-been bears with voice-recorder messages.
when he was brought in two years ago. F It will also cut the group's reliance
With four chief executives in the on tourist spending. All of which brings
A This is a make-or-break time for the previous four years the business had Mr Burke to an issue he clearly feels very
company which makes nearly all its money become confused.And the acquisition of strongly abou. It is the decline of
in the last three months of the year. But Toystack, a chain of shopping mall toy London's West End. ' It is quite a
you realize that he doesn't look half as stores, had proved disastrous. challenge to trade in the West End now.
anxious as some of the shoppers. 'When it D He has cut out cheap rubbish and Time was when people would have given
gets close to Christmas Eve people will, put in more own brand products anything for a West End site. But now
within reason, buy just about anything' including traditional wooden toys. ' And you have to ask some questions. There is
he says. Hamleys is enjoying a renaissance we have more big-ticket items such as a fundamental transport problema and
under the 43-year-old Mr Burke but the £16,000 4x4 mini car with a petrol there are increasing number of
former Virgin executive who joined the driven engine. I don't expect to sell alternatives with free parking. The West
firm two years ago, is no starry-eyed kid in many of them, but we've the ultimate toy End has to pull its socks up.'
the candy store.
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Read th text again and answer these questions.

1 Why are the weeks before Christmas so important to Hamleys?

2 What theory does Burke have about the success of some toys of poor quality?

3 What connection does the writer make between Burke's childhood hobbies and his
actions as a manager?

4 How do we know that Hamleys was in a poor state before Burke arrived?

5 What is The Bear Factory's USP?

6 Why is The Bear Factory so important for the London store?

7 What worrying key issue is beyond Burke's control?

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ЗАДАТАК 4:

Напишите e-mail дужине oкo 150 речи нa jeдну oд понућених темa:

1.
Use the information below to writte a letter demanding payment.

You supplied 200,000 blank CDs to Skunkx records. It was an emergency order, so you
supplied them straightaway on the promise that your invoice would be paid within ten
working days. You have been working with the studio for the past three years and there
has never been a problem. However, the invoice is now seriously overdue. You suspect
that the company may be in in financial difficulty. However, you supplied the goods in
good faith and want your invoice to be paid. Otherwise you may have to take legal action
to recover the debt.

Oдговор:

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ЗАДАТАК 5:

Напишите извјештај дужине oд 200 дo 250 рeчи нa следећу тему. Имајте у виду савјете
који cу дaти. (Tip).

Think of a company you know which is in danger of going out of business, or which needs
improvement. It could be a company, a shop, or a service (such as a hairdressing salon).
Write a report explaining how this company could develop its business to stay competitive.

 often use the passive voice

instead of the active
 introduce options using the
infinitive
 may begin sentences with
an adverbial phrase,
e.g. As a result, the decision
to introduce variable pricing
was taken.
 use more formal vocabulary,
e.g. undertake (rather than
agree), retail outlet
(rather than shop).

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