GGGGLOSSARY (MARKET LEADER – UNIT 1)

p.6
Brand = trademark or trade name;
Value for money – something is worth that amount of money
Durable - lasting for a long time; gamZle;
Upmarket - relating to commercial products, services, etc., that are relatively expensive and
of superior quality;  downmarket
Timeless – sth. that is so good and beautiful that can’t be affected by changes in society or
fashion; mudmivi;
Cool - крутой, клёвый, классный;
Sophisticated – 1. daxvewili, gemovnebiani, kulturuli; 2. rTuli;
3. modernizebuli, Tanamedrove, mowinave;
4.falsificirebuli, damaxinjebuli (simarTle, faqtebi, teqsti)

p.9 Restless pursuer of luxury’s future

restless – mousvenari, aRelvebuli, aforiaqebuli, daucxromeli,

2. mudmivi, gauTavebeli;
pursuer – mimdevari;
longest-serving – yvelaze didxans momuSave;
shareholder =stockholder – aqcioneri ;
newness – novelty, siaxle, novatori;
couture [ku:'tjuə] – maRali klasis tansacmlis kerva; maRali moda;
network – qseli;
to perfect – srulyofa, dasruleba, gaumjobeseba;
supply chain – miwodebis qseli;
to anticipate – molodini, winaswar ganWvreta, winaTgrZnoba;

p.10
revenue – Semosavali
generate –Seqmna, warmoeba;
trustworthy – sando, saimedo;
sales – gayidvebis moculoba

p.11
appeal – attractiveness; mimzidveloba;
TV coverage – satelevizio gaSuqeba;
“copycat’ product – mimsgavsebuli produqti.

Case Study
top-of-the-range = top-of-the-line model – yvelaze ZviradRirebuli modeli
seriaSi;
to be associated with – asocirdebodes, iyos dakavSirebuli;D
craftsmanship – xelosnoba, xelovneba, samuSaos profesiuli Sesruleba;
to boost sales- gayidvebis moculobis gazrda;
initially –Tavdapirvelad;
to set up – daarseba;
branch office – filiali;
warehouse – sawyobi
warehouse facility – sasawyobe Senoba-nageboba;
expansion – gafarToeba, gazrda;
focus group - a group of people brought together to give their opinions on a particular issue
 or product, often for the purpose of market research;

to perceive – to recognize, to understand, to identify; gageba, aRqma;

to contribute (to) – wvlilis Setana; xelSewyoba;

PRACTICE FILE
meet expectation – gaamarTlo imedebi
to target – damizneba; mizanSi amoReba;
if you target particular group of people you try to appeal to them
LTD – SezRudulu pasuxismgeblobis kompania;
to run off (a copy) – to print (a copy);
launch (n) – produqciisgamoSvebis dawyeba;
R&D – research and development;
subsidiary – Svilobili kompania;
expand – gavrceleba; gafarToeba;
squeeze-out – gandevna; if someone or something is squeezed, they are no longer included
in something;
to lose confidence – rwmenis dakargva.
Underpaid – not paid enough
Overcapacity – excess numbers; the situation in which an industry or business cannot sell as
much as it produces; zenormirebuli warmoeba; zenormirebuli
warmoebis saSualeba/SesaZlebloba
to take notice - to pay attention;
buzz marketing = word of –mouth – produqtis (servisis) popularizacia erTi adamianis mier
sxvebisTvis zepiri informaciis gadacemis gziT

MARKET LEADER
UNIT – 2
p.14-16

legroom - room (space) to move one's legs comfortably, as in a car, plane, etc.
jet lag – aklimatizacia
to upgrade – to offer a passenger better seats in the plane, train, etc. to downgrade
ragers – people with strong anger that is difficult to control
concern – is worry about situation; dardi, wuxili;
irritability – gaRizianeba
disruptive – something that prevents from continuing or operating in a normal way;
xelis SemSleli;
optimum – the best level or state that could be achieved;
disorientation -confuse , make one lose one's bearings , cause one to lose one's bearings;
moTminebidan gamosvla;

p.17 Counting the ways to bridge the gulf

to bridge – 1.xidis ageba; 2. UuTanxmoebis daZleva; ganxeTqilebis

likvidacia/ mospoba; 3.dabrkolebis gadalaxva; bzaris
 /ufskrulis amovseba
gulf – yure; 2. ufskruli; 3.-v - STanTqma
to reckon – to think, to imagine, to suppose, to consider
Jeddah= Jedda=Jidda - a port in Saudi Arabia, on the Red Sea: the diplomatic capital of the
country; the port of entry for Mecca, 80 km (50 miles) east. Pop.: 3 807 000 (2005 est.)
jida (qalaqi)
convenience – komforti, keTilmowyoba, sargebeli; convenient –adj.-
mosaxerxebeli, komfortuli;
loyal (to)- erTguli; loyalty-n- erTguleba;
openness – gaxsniloba, gulwrfeloba;

p.20

household name – a person or thing that is very well known

itinerary – kursi, marSruti (mogzaurobis)
receipt – [ri'si:t] – Ceki, qviTari

PRACTICE FILE

At the expense of … - …is xarjze

committed to – erTguli Tavdadebuli;
access – wvdoma;
spacious – vrceli, sivrciani;
traffic jam –‘sacobi’
venue – TavSeyris adgili
dawn - ganTiadi

MARKET LEADER
UNIT – 3 CHANGE
p.30

To merge – combining two or more companies; ≠ demerge

salary cut – xelfasis Semcireba
To relocate- to change the premises; premises (pl) – place where company does its
business (warehouses, shops, garage, yard, etc)
to promote- dawinaureba, to give a better position; ≠ relegate
Hostile – unfriendly, aggressive, intimidating; mtruli
To make sb. redundant –SemcirebaSi moyola
To empower (empowerment)- giving or delegation of power or authority; authorization
To delayer – getting rid of one of the levels in the company, generally middle management;
To downsize – to reduce the number of the employees in the company
To redevelop - to rebuild or replan (a building, area, etc.) – gadakeTeba,
rekonstruireba, gadawyoba

to upgrade – 1. dawinaureba/ winsvla samsaxurSi; 2. modernizireba,

gaumjobeseba, srulyofa;
to downgrade – dabal kategoriaSi gadasvla;
to deregulate- to remove regulations or controls
to restructure - to organize (a system, business, society, etc.) in a different way

p.23
working practices – muSaobis (samuSao) praqtika ( dawesebulebaSi an
organizaciaSi Camoyalibebuli warmoebis, samuSaos
Sesrulebis, TanamSromelTa qcevisa da maTi
urTierTobebis ZiriTadi wesebi da meTodebi)
disused – gamouyenebeli, xmarebaSi ar myofi ≠ misused – arasworad xmarebuli

p.24 Mercedes star twinkles once more

to twinkle – to shine, to sparkle, to glimmer, to gleam, to glow, to glitter;
naTeba, brwyinva, kaSkaSi, brwyinva, gabrwyineba;
to slip – to fall
trailblazer – novatori, pioneri, lideri.
walrus [wo:lrəs] - morJi
walrus moustache -a long thick moustache drooping at the ends
to take on –to agree to do some work or to be responsible for sth. aReba, Sesruleba
(pasuxismgeblobis, samuSaos)
to be keen to do - eager or enthusiastic to do; survilis qona, mondomebuli;
bottom line – 1. the most important thing that you have to consider or accept
;ZiriTadi momenti
2. (bus.) the amount of money that is a profit or loss after
everything has been calculated
3. the lowest price that smb. can accept (bolo fasi);
to highlight – wina planze wamoweva, yuradRebis gamaxvileba, gamoyofa;
fuel-efficient –ekonomiuri, rac moixmars cota sawvavs;
to put a spring back in sb’s step – to make sb alive/ lively / cheerful again
luster – [lstə] – sxivi, brwyinvaleba;
to tarnish – 1. Suqis, brwyinvalebis Caqroba; 2. SebRalva, wabilwva
(saxelis, reputaciis)

p.26
to abolish – gauqmeba, anulireba;
stride – didi nabiji, didi nabijebiT siaruli;
to make great strides – didi wamatebis miRweva/qona;
glitzy - brwyinvale, mimzidveli
picturesque – kolorituli, kaSkaSa, saxasiaTo.

p.27 Ex.D

stock – mza saqonlis maragi;

shoplifting - the act of stealing goods from a shop during shopping hours
to intimidate – to frighten. to overawe;
allowance – 1SeRavaTebi/ fasdakleba 2. jibis fuli;
to be down to – modis, gamowveulia,

PRACTICE FILE
press release - an official announcement or account of a news item circulated to the press
to expand one’s presence – gaafarTovis misi moqmedebis areali, iyos ufro
met teritoriaze warmodgenili;
expansion – n – gafarToveba, gazrda.
to be a good fit with – uxdebodes;
staff turnover – kadrebis denadoba;
morale –[mə'r:l] moraluri mdgomareoba, suliskveTeba, disciplina;
uneasy – 1. aRelvebuli; 2. arasaimedo, aramdgradi;
insecure – is vinc eWvobs, ar sjera, ar aris darwmunebuli.
dairy products – rZis produqti;
to lose identity – TviTmyfadobis dakargva.
Resistance to something – winaaRmdegoba;
Persistence – daJinebiT keTeba;
To submit report – angariSis Cabareba; gansaxilvelad wardgena;
To conduct meeting – krebis Catareba;
Evaluate – Sefaseba;

MARKET LEADER
UNIT – 4 ORGANIZATION
p.23
Warehouse - sawyobi
Branch -filiali
Outlet- maRazia
headquarters – Stabbina, Stabi. 2. saTavo ofisi

to draw up a contract – kontraqtis Sedgena;

to carry out research –kvlevis Catareba;
Bureaucratic – involving complicated rules and procedures, which can cause long
delays;
Decentralized- giving more power to local departments or branches;
Impersonal – (org) not very friendly and making you feel unimportant, because of
many people involved;
Centralized – having a system in which one central group of people gives nformation
to regional groups;
Market driven –bazris moTxovnebze orientirebuli
Hierarchical – having different ranks or positions depending on how important
they are

p.38 Success can be a game with many players

gourmet ['guəmei] – 1. gastronomi; 2. gurmani (delikatesebis da daxvewili
kerZebis moyvaruli/mcodne)
gourmet meals – delikatesi/ daxvewili kerZebi
perk = fringe benefits – damatebiTi SeRavaTebi; “lgotebi”;
quarterly - kvartlurad
accomplishment –dasruleba, Sesruleba, sisruleSi moyvana;
lava lamp - a decorative type of lamp in which a luminous viscous material moves in
constantly changing shapes
hammock – [hæmək] - hamaki
beanbag - a very large cushion loosely filled with foam rubber or polystyrene granules so
that it moulds into a comfortable shape: used as an informal low seat; pufi;
couch – divani, taxti;
when it comes to – roca saqme exeba, kritikul momentSi
to place (put) emphasis on – gansakuTrebuli mniSvnelobis/ yuradRebis
miniWeba, yuradRebis gamaxvileba;
to foster - 1) to promote the growth or development xelSewyoba, stimulireba
2) to bring up (a child, etc.); rear aRzrda, swavleba, mzrunveloba
3) to cherish (a plan, hope, etc.) in one's mind - gafrTxileba
faculty – profesor- maswavleblebi
prominent – well-known, famous, eminent, outstanding, renowned, distinguished;

Case Study
to boost – to increase, to raise, to improve, to enhance, to advance, to make better;
tax incentive – sagadasaxado SeRavaTebi;
incentive – stimuli;

p. 135
to chair the meeting –krebis Tavjdomareoba;

WORKBOOK

commonplace – ordinary, everyday, usual banal.

It has become commonplace to say that – ar viqnebi originaluri Tu vityvi, rom
pace = speed
… at an ever-increasing pace – aqamde ararsebuli mzardi tempiT, siCqariT
stark – hard, severe, harsh
to go under – to go bankrupt
channel of communication – komunikaciis saSualebebi, gzebi.

Junior staff – dabali rangis personali ≠ senior staff;

CEO – Chief Executive Officer; - ufrosi aRmasrulebeli
To ensure – garantia, uzrunvelyofa
Smoothly – easily, effortlessly, without problems; uproblemod
Economies of scale –ekonomia miRweuli warmoebis masStabebis zrdiT
Hub – center, core, heart, nucleus
To commission - daavalo
Breach of contract – kontraqtis darRveva
Offshore –(adj) money or company kept or situated in a country that has more
generous laws;
savings account = deposit account – depozituri angariSi, Ddepozitze
moTavsebuli fulis angariSi

Guru – leader, expert, authority.

to keep competitive edge – konkurentuli upiratesobis SenarCuneba;
 MARKET LEADER
UNIT – 5 ADVERTISING
p. 47

banner ads -1) a banner advertising a product

2) an advert along the top of a page of a website
directory – cnobari, sarCevi; a book with a list of persons, businesses, firms
etc. in a district;
commercial – satelevizio reklama;
point-of-sale ad.- advertisements for products in the places where they are sold;
pop-ups – ad that appears over or above the open window on a computer screen;
mailshot – advertisements sent by mail; sareklamo fostis gagzavna;
endorsement – if someone, usually famous, endorses a product, they say how good
it is in advertisements. People will buy the product because they like
or trust the person; reklama gakeTebuli cnobili adamianis
monawileobiT;
celebrity – famous person;
word of mouth – sityvieri reklama
leaflet – a printed piece of paper, single or folded-over to make four pages.
viral – – ['vaiərəl] – virusuli;
viral advertising
controversial – sadavo;

p. 46
stunt = trick; triuki, fokusi; stuntman – kaskadiori;
publicity stunt – sareklamo triuki, qmedeba yuradRebis misazidad;
to turn to – mimarTo raimes/vinmes
to tackle = to deal with; energiulad mikido xeli, moagvaro (problema);
gamosavalis povna, brZola;
to tune out – 1. gadaerTo, aRar miaqcio yuradReba;
2. gamorTva (televizoris, radios,);
to be due to do – mosalodneli iyos rom …; unda …;
to devote (to) – to dedicate, to offer, to apply;
to spell –spelt –spelt (spelled) – aso-aso dawera an warmoTqma;
spot – sareklamo pauza;
to skip – gamotoveba, gadaxtoma;
unmissable – so good that it should not be missed;
to break boundaries – sazRvrebis darRveva, gascdes sazRvrebs;
to trail = to follow, to trace, to pursue; gzis gakvalva, kvalSi miyola;
to turn out to be – aRmoCnda;
in-house – within an organization or group; Sida, adgilobrivi;
to push – biZgi, mxardaWera, xelis wakvra, win waweva; reklamireba.
“raskrutka”;
slot – (aq) sareklamo Wra;
to build up to - to prepare for or gradually approach a culmination;
core- adj. ZiriTadi, centraluri; n- guli, birTvi, centri
to design – Cafiqreba, gaTvla, apirebde gakeTebas;
intangible – aramaterialuri, (rac ar aRiqmeba SexebiT da TvaliT)
buzz – zuzuni, bzuili, xmauri (bevri laparakis Sedegad); Woraoba;

p.48
take-up –popularoba; popularobis zrda, moTxovnilebis zrda,
 momxmareblis raodenobis mateba;
spoof – parodia, mistifikacia;

Case Study
comprehensive – complete, inclusive, full, broad;

to tick – muSaoba, moqmedeba;

what makes smb.(sth.) tick —ra amoZravebs, ratom muSaobs, что движет кем-л.
Has a committed strategy – erTgulia erTi da igive strategiis
Expansion- zrda, gafarToveba, gavrcoba, ganviTareba; to expand-v
Track – sp. sarbeni biliki
To take a gamble –fsonis dadeba
Sales took off – sales improved, got better
To spring (to) – appear or come somewhere suddenly;
To spring to mind - TavSi azrad mosvla
ad. ‘tag’ – reklamaSi gamoyenebuli citata an kargad nacnobi fraza
body of work- samuSaos ZiriTadi nawili
daring –gabeduli;
consistent – Tanamimdevruli;
streamlined –gamartivebuli, modernizebuli, racionaluri;
impact – gavlena;
conviction – a strong belief or opinion; rwmena;

WORKBOOK
viral – ['vaiərəl] – virusuli;
to withdraw – amoReba (qselidan, bazridan xmarebidan), gamowveva
(jarebis, saelCoebis), gamotana (fulis)
controversial – sadavo;
offensive – Seuracxmyofeli;
subvert – 1.to destroy something’s power or influence; This word is used to show
disapproval;
sabotage [sæbəta:v ]– to deliberately prevent from being successful;
to depict – illustrate, show, represent, describe;
to gaze – stare , fix your eyes on
caption – [‘kæp∫ən]- warwera suraTis an ilustraciis qveS;

MARKET L EADER
UNIT –6 MONEY

p.53
downturn – ekonomikuri daRmavloba  upturn

p.55 Kieran Prior: Goldman Sachs’s whizz-kid wheeler dealer

whizz-kid – a person who is outstandingly successful for his age; vunderkindi;
wheeler – velosipedisti; 2. invalidis savarZelSi mjdomi adamiani;
frenetic –mad, chaotic, hectic, wild; mousvenari, giJuri, SfoTiani, qaoturi;
to tease – to laugh at; dacinva, gamojavreba;
to impair – to damage, to harm, to spoil, to weaken.
favour – samsaxuri, keTilganwyoba, mxardaWera;
unaided – dauxmareblad;
to thrive (on)- =flourish, prosper, succeed; winsvla, warmatebis miRweva
high-powered - dynamic and energetic; highly capable; 2) possessing great strength, power
testing ground = proof ground – sacdeli poligoni
determination – will-power, miswrafeba;
purposefully – mizanmimarTulad;
hurly-burly – aurzauri, SfoTva, sagiJeTi (gadat.)
to appeal to sb. –moswondes, izidavdes.
futures - commodities or other financial products bought or sold at an agreed price for
delivery at a specified future date; fasiani qaRaldebis nairsaxeoba;
derivatives – derivativi – warmoebuli- fasiani qaRaldebis nairsaxeoba;
(safinanso instrumenti,romlis Rirebuleba damokidebulia sabazo
aqtivis fasze, valutaze an sxva finansur instrumentebze.);
sheer - absolute, utter – used to emphasize the size, degree or amount of something
volatility –[volə'tiləti] unpredictability, instability volatile -adj
bear market – bazari, romlisTvisac damaxasiaTebelis fasebis klebis
tendencia

To level off – reach a point beyond which no further increase or progress is likely;
stabilurobis SenarCuneba, gaTanabreba, gawonasworeba;
To plummet – fall steeply (sharply); mkveTrad vardna;
To rocket – go up fast like a rocket;
To halve –lessen by one half; baganaxevreba
To gain – make progress; be improved; benefit; gaumjobeseba, winsvla;
To decline – continue to become smaller, weaker, lower; dacema, dakleba;
To decrease – become shorter, smaller, less; Semcireba, dakleba;
To triple – [tripl]- make, become, three times as much or many; gasammageba;