Upper-Intermediate By Adrian Wallwork, Keith Harding Дополнительнительные материалы
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| Task 3. Match the synonyms:
Task 4. Use formal verbs to give the meaning of the following phrasal verbs:
Task 5. Match the antonyms
Task 6. Complete the sentences with a suitable word from the Vocabulary of the Unit: Urge, to adjust to, to maximize, to cosset, annex, to package, to enhance, to channel, self-esteem, delinquency, assertive, self-reliant, dedication, perseverance, arrogance, fraudulent, indulgence, self-effacing, bogus, malfunction, to be negligent, fidgety, to get into holiday mode, mind game 1. Now that the holidays are just around the corner, one of the things that you can do to start ……………………………………….., is to start shopping from early. 2. The media say that 120,000 people in Moscow cook, clean, drive for and otherwise …………………………..the bureaucracies. 3. At first she couldn’t see anything, but it took a few seconds for her eyes to……………………….. the darkness. 4. If you are very into cooking you should know that you can …………………… the flavour of most dishes with the careful use of herbs. 5. According to the regional water supply plan, these pipes will ………………….. water to the settlement. 6. When I started seeing my therapist, I was suffering from very low ……………… and was very diffident. 7. ……………………. and drug addiction are more common in areas of high unemployment. 8. Our aim is to teach our son to become an independent ……………………….. adult, we won’t be able to be by his side forever. 9. We think you deserve a pay raise as we appreciate your …………………………… to our administration and your help at a time when needed. 10. It’s easy to find the exporter as the code informs us where and when a product was …………………………. 11. His ………………………….. and unwillingness to learn from others prevent him from being an effective member of the team. 12. She will soon be departed from Finland as she entered the country using a …………………………. passport. 13. Suddenly she had an overwhelming …………………. to be with her son, hug him to her bosom and stroke his hair. 14. The bank’s function is to ……………………….profits, and that requires some risk-taking. 15. Women think and react with their emotions, but it's really about testing men. The typical guy is usually clueless about the ……………………………. women play. 16. In those days women were expected to be quiet, passive and …………………………... 17. Senior citizens are still the most vulnerable to fraud. There has been a spate of incidents where ……………………….officials have called on the homes of elderly people. 18. Someone at the plant has to be ready to deal with equipment …………………………. at any time, it’s costly and time consuming to call the service men to fix it. 19. Log cabins are becoming a very popular solution for many families who are thinking about the accommodation of their relatives and guests. The most ideal and environmentally friendly answer is to build a solid log ………………….. in your garden and offer a higher degree of independence for relatives than 'living in' the main dwelling. 20. The report stated that Dr Brady had been ………………………. in not giving the patient a full examination. 21.The boys get fidgety if they can’t play outside. 22. If you want people to listen to your opinions, you'll need to learn to be more ……………………….. 23. His ……………………..was rewarded: after many rejections, he finally found a job. 24. For our anniversary we allowed ourselves the ………………………… of an elegant dinner at our favorite restaurant. Task 7. A: Complete the text with an appropriate word or word combination in a required form: Signature, to cosset, mind games, to get smb in holiday mode,to get adjusted, retail, impulse purchase, urge, perusal Just Browsing At The Mall? That's What You Think As you step in the door of a _______________ store, you're being lured to shop and spend in ways so subtle you probably don't know what's happening to you, or your wallet. Retailers know how you'll approach a store, where you'll hesitate, how to affect your mood, your _________________, how to play to your aspirations. They play their ___________________________, which is to get you to not just shop, but spend. "It's like a Broadway musical," says Deborah Mitchell, a marketing expert at the University of Wisconsin. "Nothing was put into that musical that wasn't thought through.” At a Sony Style store, for instance, the subtle fragrance of vanilla and mandarin orange — designed exclusively for Sony — wafts down on shoppers, relaxing them and helping them believe that this is a very nice place to be. Everything in the store is designed to encourage touch, from the silk wallpaper to the smooth maple wood cabinets. Products are displayed like museum pieces and set up for you to touch and try. Once you touch something, Sony figures, you'll buy it. At a J.C. Penney's, a "decompression area" at the front of the store lets shoppers ______________________________ and calm down from the noise in the mall or on the street. At a Macy's department store, salespeople stand about 10 feet inside the entrance, ready to spritz visitors with perfume. All are ways to engage you in the store and draw you in, make you feel welcomed and ______________________. The sound Music has been used by retailers for decades as a way to identify their stores and affect a shopper's mood, to make you feel happy, nostalgic or relaxed so you linger. J.C. Penney has just finished installing a new system for its stores that allows certain music to be played at certain times of the day. It can "zone" music by demographics, playing more Latin music in stores where there's a higher Hispanic population. "Most people know they are being influenced subliminally when they shop," says Bernadette Schleis, whose company studies consumer behavior. "They just may not realize how much." The aroma Anyone who's walked into a mall has been enticed by the smell of cinnamon buns or chocolate chip cookies. Now, retailers such as Sony and shirtmaker Thomas Pink are developing "__________________ scents" that you smell only in their stores. "Scent is so closely aligned with your emotions, it's so primitive," says David Van Epps, president of ScentAir, a Charlotte company that develops exclusive scents for businesses, including Sony. His firm's revenue, number of employees have tripled in the past two years, he says. "Imagine you're trying to create the same level of brand loyalty that Harley-Davidson has when a guy is willing to tattoo his arm with the words 'Harley-Davidson.' That's what we're going for." Other retailers might not have ________________ scents, but they use fragrance. Bloomingdale's uses different essences in different departments: baby powder in the baby store; suntan lotion in the bathing suit area; lilacs in lingerie; cinnamon and pine scent during the holiday season to ______________________________. "We even fragranced their outside (display) windows in New York last year," says Van Epps. Thomas Pink pipes the smell of clean, pressed shirts into its stores. The essence of lavender wafts out of L'Occitane skin-care stores. And if brightly colored window displays aren't enough to lure you into a Williams-Sonoma kitchen store, the scents from frequent cooking demonstrations may. "It feels like you are in someone else's house," says Michelle Bogan, a retail consultant for Kurt Salmon Associates. Sony decided to create its own scent for its Sony Style stores as one way to make the consumer electronics it sells less intimidating, particularly to women. "From research, we found that scent is closest to the brain and will evoke the most emotion, even faster than the eye," says Dennis Syracuse, senior vice president of consumer retail sales. The entrance The entrance is important because it hints at what's inside that you must have. "We're trying to give her ideas right as she's walking into the store," says Karen Meskey-Wilson, vice president of store design for J.C. Penney. Stores that cater to teens often pick one hot item and heavily promote it in their windows to increase demand, says consultant Bogan. The new "skinny" jeans style may push people to update their wardrobes, she says. "The idea is that there is so much excitement about great new jeans that you'll want to go out and buy some, even if you don't need jeans," she says. Others use a less-is-more tactic. Abercrombie & Fitch lures teens into its Ruehl stores by not having merchandise visible from the mall. You have to go into the store for the examination and ______________________of the items to see if you like anything. Once inside, the retailer hopes its soft lighting, couches and books will make you want to stay and buy. The flow How you as a shopper move in and around a store is not, really, up to you. You're _______________________ towards a maze of aisles and departments that are set up as stores-within-a-store. Then you find yourself on "the racetrack," an oval aisle that carries you around the entire building to get a look at everything. It's the same at a department store or a home renovation store. Mini-displays called "trend stations" are parked in the middle of aisles to stop shoppers' progress and entice them to look and buy. Lifestyle vignettes, such as carefully constructed mini-bedrooms or mini-bathrooms, make shoppers stop and look. Home Depot is using such vignettes in its Buckhead store to showcase its expanded kitchen and bathroom goods, including new vessel sinks and architectural designs for cabinets. "Customers are so much more sophisticated in décor and wanting to take a risk in their home. So we're getting more sophisticated in our presentation," says Kim McKesson, senior vice president of store merchandising. "Our bathrooms aren't just knock-down white cabinets anymore." If you like the look, whatever the look is, you can have it right away. All goods in the displays are within arm's reach. Sony Style has mini-living rooms set up to showcase what its 40-inch flat-panel TV would look like over a fireplace. "We've had customers bring in their architect and say, 'Re-create this in my house. I want the whole setup,' " says Syracuse of Sony. Narrow aisles crammed with goods are going away. Now, Home Depot is widening its aisles and lowering displays so customers can touch and feel products. J.C. Penney is "really weeding out the stuff in our stores," says Mike Boylson, chief marketing officer. The retailer used to have eight to 10 rows of merchandise in each area. As it opens new stores or renovates existing ones, it's cutting that to four. "You don't have to go through a sea of racks anymore," says Meskey-Wilson. Most consumers come into a store and head to the right, says consultant Bogan. That's why retailers, including Williams Sonoma, put high-priced impulse items to the right of the front door, such as a $150 wine opener. "The No. 1 thing retailers are trying to do is to get people to make _________________________," says Yarrow, also a business professor at San Francisco's Golden Gate University. And you thought you had a list and were going to stick to it. B: Read the text and make a summary of it. |
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