Unit 8

1. Qs about the Article

1.       What does the name Gucci invoke?

2.       What products does Gucci sell?

3.       How does Gucci sell their products?

4.       What happened in 1921?

5.       How was the reputation built for the brand?

6.       What products did Guccio Gucci focus on?

7.       How did the second generation manage the business?

8.       What happened in the third generation?

9.       How was the company seen in the critical period?

10.   How did Tom Ford benefit the company?

11.   Give examples of how Domenico de Sole contributed to the recovery of the company.

12.   What was the most perceptible sign of choosing the right strategy?

13.   What do analysts think of Gucci?

2. Listening p.68 – gap filling

The _______________ thing about the most successful brands is that very little can knock them
______________ once they have become well ______________ and they have achieved _________________
from their customers. I mean, certain big brands have survived scandals about
_______________________, they have continued to sell even though the sports team they chose to
promote lost all their matches in one season! But the thing that can kill a brand, and
___________________ a luxury brand, is if it loses its _____________________ ____ ____________. If
you give too many retailers licences and let them sell at the price ___________________ - well,
then you are in trouble! You must never lose control of the _______________________.

3. Translation


1. Investoři jsou poměrně dost nervózní, protože cena zlata klesá.

2. Byl tak zklamaný šéfovým chováním, že podal
výpověď

3. Naše konkurence nabízí prakticky stejná řešení jako
my

4. Tržby v letošním roce ve srovnání s loňským rokem značně stouply.

5. Čím déle se rozhoduješ, tím horší řešení
zvolíš.

6. Připojení k Internetu je tak pomalé, že mi dochází trpělivost

7. Obdrželi jsme tolik stížností na naše výrobky, že jsme je museli stáhnout z trhu

8. Nebyl dostatečně zkušený, aby mohl být jmenován vedoucím oddělení.

9. Je příliš nezkušený na to, aby mohl vést tak velký
tým.

10. Má dost zkušeností na to, aby se mohl ucházet o tuto pozici.

11. Na přednášku přišlo daleko méně lidí, než jsem očekávala.

12. Náš konkurent uvádí na trh dvakrát více výrobků než naše firma, ale jejich výrobky nejsou
zdaleka tak kvalitní jako naše.

13. Naše provozní výdaje jsou značně vyšší než loni, ale zato zaměstnáváme více než třikrát tolik
lidí.

14. Většina zákazníků není věrná značce tak, jak by si manažeři firem představovali.


4. Complete the sentences with suitable words made from the words in the brackets.

The number on the card should be (identity) __________________ with the one on the cheque book.

Clare has a (responsibility) ______________ attitude to work

She was sitting (importance) ______________ behind her desk

The islands are (strategy) ___________________ valuable

The hotel rooms were (identity) ________________ equipped

The project was (special) _________________ designed to meet the investor’s needs

As a businessman, Richard Branson is extremely (succeed) __________________

The (economy) _____________________active population accounts for about 60% people.

As a team leader you should act (responsibility) _________________

Ever since he started his business, it has been (profit) ___________________

Her computers have always had the most (elaborate) _____________ designed software.

It would be (economy) ________________ to buy the bigger size

People very give very (differ) ______________ accounts of the same event

The huge losses have never been (satisfy) __________________explained

Beckham is (international) __________________ famous footballer.


5. Rearrange the adjectives in the following phrases to put them into the correct sequence.

shiny brand-new huge refrigerator

huge brand-new shiny refrigerator

1. brown  capacious  worn  overcoat

2. antique  gold  miniature  locket

3. overripe  yellow  great  pear

4. early  sizeable  black and white  photographs

5. modern  black  long  desk

6. large  grey  aged  cat

7. young  petite  green  peas

8. bulky  pink  old sweater

9. off-white  new  immense  mansion

10. white  up-to-date  slim drapes

6. Prepositions


There is considerable disagreement __________ the appropriateness of the advertising campaign

What does NASA stand __________?

This paragraph refers ___________ the event of last year

Who exactly will benefit __________ these changes?

True education does not consist___________ simply being taught facts.

The discussion focused ___________ three main problems

He succeeded __________ getting the job he dreamt of.

The huge job losses resulted __________ changes in production.


7. Dilemma + Decision – find which word in the listening is derived from the following words

Luxurious -                                                        democratic -
                                 three –

Enthusiastic -                                                   behave -
                                  alternate –