Handout Unit 12 1. Questions about the article 1. What does Steve Jobs do at Apple’s conference? 2. What are main features of the products he presents there? 3. What is the new corporate strategy he announced? 4. What enabled him to take such a challenge? 5. What’s the difference between the iPod and iPod Shuffle? 6. What’s Apple’s main problem? 7. What makes the Mac mini special? 8. What are its two main advantages? 9. What does Steve Jobs hope to achieve by this? 10. How do Volvo, Ferrari and Apple cooperate? 11. How does Microsoft reply to iTunes? 12. What shows that Mr. Jobs is cautious? 2. Vocabulary – match the terms with the definitions 1. peripheral to give something such as an area of land or a right to a country or person, especially when you are forced to 2. unprecedented thinking carefully about something before doing it, in order to avoid risk 3. seamless able to be believed or imagined 4. fully-fledged instructions for a computer used especially to make pictures on a website appear to move 5. cede completely developed, trained, or established 6. stunning doing things or done according to the latest fashion [= cool]: 7. runaway a lack of energy and a feeling that you do not want to do anything 8. conceivable having continued or existed for a long time: 9. hip accepted by or involving most people in a society 10. long-standing relating to selling goods to a particular small group of people who have similar needs, interests etc 11. revere a piece of equipment that is connected to a computer and used with it 12. niche the amount that something costs: 13. inertia to respect and admire someone or something very much 14. flash happening very easily or quickly, and not able to be controlled: 15. mainstream made so smoothly that you cannot tell where one thing stops and another begins 16. shrewd well judged and likely to be right 17. circumspect extremely attractive or beautiful x very surprising or shocking 18. price tag never having happened before, or never having happened so much 3. Expressions with “have”. Match the sentences in the left column with the replies in the right column 1. I'm really tired. a) No, we're going to have a night in. 2. How was work? b) No, he had a rest in the afternoon. 3. I haven't seen you for a long time. c) No, I usually have a lie-in. 4. Do you and Carlos want to come to the cinema? d) They're having a family get together. 5. What are Annie and Marc doing on Sunday? e) You should have an early night tonight. 6. Did Jaime study all day? f) Oh, I had a really busy day, non-stop meetings. 7. Do you get up early at the weekend? g) I think he had a late night. 8. Simon fell asleep at work today. h) Why don't we have a night out together soon? 4. Complete the sentences with „have“and words from the box. a chat, a dance, an effect, a fall, a meal, a quarrel, a say, something to eat, a talk, a wash, a word, a walk, a bath, a break, a drink, an exam/a test, a guess, a holiday, a look, a nap, a rest, a shower, a sip, a stroll, a swim, a party, a job, a dispute, sth at the disposal, value, an account with a bank, an influence on sth, a try, a go at sth, an argument, second thoughts, 1. Mr Hammond, may I ________________ with you, please. It’s about my salary. 2. After breakfast yesterday we ___________________ around the park. 3. Olivia’s recent illness obviously ___________________ on her performance in the match. 4. „I can’t start the engine“ – „Let me ____________________.“ 5. It’s very important for the workers to _____________________ on how the company is run. 6. She _________________ of her coffee, but it was still too hot to drink. 7. You can ________ my car ________________ while I’m on holiday. 8. I ______________________ on a patch of ice and broke my glasses. 9. If you’re thinking of buying a house, come and _______________ around. 10. She won’t be happy until she has ______________________. 11. I’m _____________________ for my birthday. Would you like to come? 12. I _____________________ when I get up. 13. At first I liked the idea of going camping for the weekend but now I am _________________. 14. What’s the problem? The key won’t turn in the lock? Shall I________________ ? Have it in for sb – mít spadeno na koho Have it off with sb = have sex Have it in one – mít to v sobě 5. Collocations friendliness value competitors boom player upstart risks margin fledged strategy engine deal giant baked a problem wheel price market capitalization a profit plan share advantage standing electronics cost crash scale corporate long niche profit user consumer mass steering fix market fully dotcom low online minimize media marketing stock market fight off make market business search half share competitive market economies of 6. Dilemma and Decision The whole story shows how easy it is to ___________________ when a company enters a new market. Having __________________ Thums Up, Coca-Cola believed that Indian customers would___________ to their brands. After several years of __________________________ and having realized that Indian customers _____________________________ Thums Up, the brand was ____________________ and became the __________________________ cola in the continent. 7. Career skills 1. What three verbs go with the noun "price"? 2. Steve says they are going to introduce ________________________________ All the data will be ___________________________ at the head office. Martin asks when the system will be _______________________________________. Steve replies that he wants to have it up and ___________________________ in 2 months. They both agree to train the staff in _______________. 3. Greg says that Marta’s _________________ complain about______________________ Marta reacts angrily saying that they are ____________________ and asks Greg to keep things ______________________________. Greg admits that they don’t see __________________ on that but claims action is needed. 8. Prepositions. 1. Until now, the company has been protected ________ outside competition. 2. Government regulations prevented foreign competitors ________ entering the market. 3. One director thinks that Thums Up has various advantages ________ western colas. 4. ________ addition to this, Thums Up appeals ________ the masculine audience. 5. She thinks that western brands will be backed _________ by massive publicity campaigns. 6. She suggests that the company diversifies ________ other sectors. 7. He thinks that Thums Up will not be able to survive ________ the long term. 8. It might also be possible ________ Thums Up to negotiate a contract to become an official bottler. 9. WB – reading – Qs about the article 1. What is so surprising about Mr. Jobs and Mr. Otellini embracing each other? 2. What companies do they represent? 3. What announcement did they make at the Apple conference? 4. Why did it come as a shock to the audience? 5. What makes Intel’s chips better suited to Apple’s plans? 6. What did IBM refused to give Mr. Jobs? 7. How will the decision affect IBM? 8. What contracts has IBM won? 9. How important is the contract for Intel? 10. What might cause possible drawbacks to the deal? 11. What can customers expect to happen in the future? 10. WB Listening CONSUMER BUSINESS TRADE ON ADVICE CUSTOMER DRIVEN WORK AISLES WINDOW LEADERSHIP IMPROVE CLIENTS DEPARTMENT LOYALTY REVIEW CHOICE SHOW POWER MAKE IGNORANCE BRAND ROOM SEEK INTERNET MARKET SHOPPING IMPRESS OVER EACH OTHER TOP STORE SURF PRODUCTS TRAVEL SUPPLIER EMBRACE STANDARDS FALL WEB NEWLY-EMPOWERED OUTLETS BROWSE WONDERS PROFOUND BUYERS PREVIOUS CONSUMERS MARKETING IMPLICATIONS OPPORTUNISTIC IMPLICATIONS REVOLUTIONARY MESSAGE NEARBY RIVAL