Ex.4. Explain the idioms which connected with problematic situations

1. To be in fix.
2. To take the bull by the horns.
3. To stir things up.
4. To get to the bottom of things.
5. to get a grasp of
6. to come to a dead end

Ex.5. Case study: Tapping a ready – made market.

The Menlo Corporation uses a direct-mail campaign to sign up library associations to help promote and sell the firm’s Pro-Search software. Menlo treats the library associations just like retail dealers, giving the associations a 30 to 40 percent discount on each software program. The associations can then resell the software to their members for a profit. If a library association is unable to handle invoicing and inventory, Menlo makes arrangements for these tasks. However, if that occurs, Menlo treats the association like a sales agent. In other words, it pays the association a 20 percent commission on sales.

Answer the questions and carry out the assignments below.

1. Why were library associations a natural and ready-made market for Menlo’s Pro-Search software? Why would marketing through such associations give Menlo “built-in sales leads?”

2. Imagine you are the writer of direct-mail ads for Menlo Corp. How might you take advantage of the linkage between Menlo’s Pro-Search software and Dialog Information Services in your direct-mail campaign to library associations?

3. assume you are placed in charge of Menlo’s plan to market its software program to a professional association of librarians.

a) Tell how you would persuade officers of this association to purchase your product. (As part of your plan, you should help the association officers appreciate and understand the value of your firm’s discount policies and the benefit of reselling the software to association members).

b) To make your plan more appealing to the association and its members, outline some specific ways that nonprofit libraries might use the Pro-Search software as part of their fund-raising activities. Note that nonprofit libraries almost always to raise money to cover their operating expenses.

Learning recommendations:

Class activity: In this unit of the course book students are supposed to get introduced with the new material: read the text, translate into their native language, summarize in English, complete post-reading tasks and grammar exercises, discuss new speech topics, compose monologues and dialogues in the class.

Home task: Students are assigned to find out additional short information about specific topic of the unit, complete grammar exercises, prepare reports given by the teacher.

Literature:

1. Учебно-методический комплекс для студентов 1 курса неязыковых специальностей, М.Ж. Тусупбекова, А.М. Мухтарханова, 2008, Астана, _____стр