Программа дисциплины Английский язык для подготовки бакалавра Правительство Российской Федерации
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| PART TWO Questions 9 – 14 • Read this text taken from an article about the structure of organizations. • Choose the best sentence from the opposite page to fill each of the gaps. • For each gap 9 – 14, mark one letter (A – H) on your Answer Sheet. • Do not use any letter more than once. • There is an example at the beginning, (0).
Questions 15 – 20 • Read the following article about public relations, and the questions on the opposite page. • For each question 15 – 20, mark one letter (A, B, C or D) For business, public relations (PR) is an increasingly vital marketing tool – especially as traditional forms of advertising struggle to catch consumers' attention. The goal of PR is usually to secure positive coverage in the media, often to reduce the effects of bad publicity. The well-worn tactics include calling a press conference, pitching stories directly to journalists, arranging eye-catching events, setting up interviews and handing out free samples. But as PR profits from advertising's difficulties, it is taking up a host of new stratagems – and seeking to move up the corporate pecking order. Some journalists regard PR people as a nuisance, or worse. Even so, PR is surprisingly effective, at least according to a recent study by Procter & Gamble (P&G), the world's biggest consumer-products group. P&G is a firm that marketers pay a lot of attention to, not least because of its advertising budget of some $4 billion. It has always been at the cutting-edge of marketing – P&G is credited with inventing the television soap opera as a new way to sell goods. But with fewer people watching television and the circulation of many papers and magazines declining, the firm has become pickier about where it spends its advertising budget. Increasingly, it wants a measurable return on investment from its campaigns. In a recent internal study, P&G concluded that the return was often better from a PR campaign than from traditional forms of advertising, according to Hans Bender, the firm's manager of external relations. One reason is that in comparison with many other types of marketing, PR is cheap. In P&G's case, it can represent as little as 1% of a brand's marketing budget. That proportion could now rise, says Mr Bender, although he hastens to add that other forms of advertising and marketing would remain important for the company. If P&G starts to spend more on PR campaigns it will confirm a trend. Of course, not all PR people are selling products or services. Indeed, marketing PR – or “brand communications” as it is sometimes called – is still considered by some in the industry as something of a ‘Cinderella’ business. A recent study in Britain by the Centre for Economics and Business Research (CEBR) found the PR industry there employs 48,000 people. More than 80% were working “in- house”, for companies or other organisations. Just over half of Britain's in-house PRs work for the public sector, health organisations and charities. These organisations are also the biggest users of PR consultancies. Many of the big PR firms have been consolidated into three giant groups that now dominate the advertising industry, two American and one British. Then there are the independent PR firms, the largest being Edelman. Richard Edelman says that their own studies show the most credible form of communication now comes from “a person like yourself”, which suggests that PR firms have new opportunities to influence peer groups. For instance, it worked for a group of former executives who last year succeeded in ousting Philip Purcell as chief executive of Morgan Stanley. One of the things they did was to set up a website where employees of the Wall Street investment bank could have their say in the controversy. Such work is very different from classic public relations. The fragmentation of media has seen an explosion in the number of ways people seek news and entertainment, with many turning to websites, cable TV, satellite radio and podcasts. Yet a consequence of the proliferation of media is that original content becomes even more sought after. Hence, crisply written or well-produced PR material can more easily get an airing. Media commentators have noted how PR material is now being published by some local newspapers virtually unedited and unchecked. Some branches of journalism have come to depend on a drip-feed of information and products from the PR industry. 15 What does the writer say about PR in the first paragraph? A It used to be used as damage limitation. B Its role has changed as consumers are not responding to advertising. C It is the most important part of a marketing campaign. D It used to be the best way of dealing with the media. 16 In the second paragraph, what does the writer say about P&G? A It advertises mainly during TV soap operas. B It has a good relationship with the press. C It plans to reduce the amount of TV advertising it has. D It is respected by people in the marketing industry. 17 P&G’s internal study showed that they believe A traditional advertising is no longer important. B PR campaigns are often more effective than advertising. C most companies spend less than 1% on PR. D advertising budgets are likely to rise in the future. 18 In Britain recently, the CEBR found that A most PR people work for a non PR organization. B the public sector only uses PR consultants. C ‘brand communications’ is highly respected. D 80% of PR people work in the public sector. 19 What does the writer say about the Edelman firm? A It has a good relationship with its clients. B It has produced some unconventional campaigns. C It prefers to use internet advertising. D It likes personal contact with consumers. 20 What does the writer say about the media in the last paragraph? A Currently communication channels are overloaded with information. B A lot of PR articles are altered before being printed in publications. C Journalists prefer to source information from individual companies. D People are more interested than ever in clear and original messages. PART FOUR Questions 21 – 30 • Read the article below about Vodafone, a mobile phone company. • Choose the correct word or phrase to fill each gap from A, B, C or D on the opposite page. • For each question 21 – 30, mark one letter (A, B, C or D) on your Answer Sheet. • There is an example at the beginning, (0). Calling for a rethink Is it time for Vodafone, the world's biggest mobile operator, to (0)…C… its strategy? The idea is not new, but it has recently become the subject of much (21) ……. Sir John Bond, a banker who will take over as Vodafone's chairman in July, has been contacting institutional shareholders, many of whom have (22) …… disquiet about the giant firm's direction. Since 2004, Vodafone's share price has underperformed in the London stock market, in (23) …… contrast to the shares of O2, a far smaller mobile operator. Some investors have (24) …… for Vodafone to sell its 45% stake in Verizon Wireless, a big American mobile operator, which is worth around £25 billion ($45 billion). Yet the company continues to pursue its policy of acquisition to become a mobile-only operator with unrivalled global scale. Vodafone has long (25) …… that its size provides huge economies of scale when buying handsets, network equipment and software. But while nearly all of Vodafone's regional operations use the same technology, there are two big (26) ……: its American and Japanese units. Verizon Wireless uses a different, incompatible wireless technology called CDMA, so there is little (27) …… for economies of scale. Nor can Vodafone, as the minority partner, (28) …… its brand in America. And Vodafone's attempt to use the same handsets worldwide was a spectacular failure in Japan, a unique market that is two or three years ahead of Europe in its (29) …… of mobile technology. Only when Vodafone (30) …… and launched a new range of Japan-specific handsets was it able to halt an exodus of subscribers. Example: A overtake B overcome C overhaul D overlook Answer: C 21 A reasoning B debate C question D regard 22 A enunciated B uttered C shouted D expressed 23 A marked B high C deep D excessive 24 A requested B called C demanded D claimed 25 A obliged B forced C encouraged D insisted 26 A omissions B rejections C exceptions D exclusions 27 A scope B extent C span D range 28 A exercise B achieve C acquire D exploit 29 A admission B adoption C adaptation D agreement 30 A relented B released C related D relied PART FIVE Questions 31 – 40 • Read the article below about a French bank’s bid to acquire an Italian bank. • For each question 31 – 40, write one word in CAPITAL LETTERS on your Answer Sheet. • There is an example at the beginning, (0). Example (0) IN European bank merger On February 3rd 2006 BNP Paribas, France's second-biggest bank, declared that it was buying a 48 percent stake (0) …... Banca Nazionale del Lavoro (BNL) and would bid (31) …… the rest. The offer values BNL, Italy's sixth-biggest bank, at about €9 billion ($10.8 billion). (32) …… approved by regulators, this will be the biggest foreign acquisition ever by a French bank and the fifth-largest cross-border takeover in European banking. BNL has (33) …… seen as a takeover target for three years, but BNP Paribas was never thought to (34) …… a potential buyer. Last year Spain's Banco Bilbao Vizcaya Argentaria (BBVA), (35) …… owns 15 percent of BNL, tried to buy the lot but hardly received enthusiastic encouragement from the Italian authorities. Unipol, an Italian insurer, then (36) ……. in a bid which was eventually rejected by the central bank last week. When Unipol and 12 other shareholders were ready to sell, the opportunity was (37) ……. good to let pass, says Baudouin Prot, chief executive of BNP. Mr Prot's strike shows (38) …… attractive Italy's banking market is at this time. It looks ripe for consolidation: the top five banks have a share of only 35 percent, as (39) ……. to 72 percent in France and 80 percent in Britain. It ought to be profitable: Italians save more than the European Union average and pay higher bank fees. It is (40) …… noting that BNP's Italian operations, in consumer finance, insurance and corporate finance, already produce revenue of €750m a year. Пример письменного задания : Writing You have been asked to manage the setting up of English language classes for employees at your company. Write a feasibility report. Write what you will need to consider at each stage of setting up this project under the sub-headings below. There are 2 marks per section. Evaluate the risk factor (46/47) First of all we need to consider_____________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ Forecast the costs (48/49) Secondly__________________________________________________________ _____________________________________________________________________ |
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