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Useful Language

a) similarity

1. Like advertising promotion has the same objective: namely to persuade the consumer to buy.

2. The objective of advertising is just the same as that (promotion, namely to persuade the consumer to buy.

3. As in advertising the objective of promotion is to per­suade the consumer to buy.

4. A corporation is abusiness organization that is treated by law as ifit were an individual person.

5. A corporation is a business organization that istreated by law as thoughit were an individual person.

b) preference

1.1 would preferto fail with honour rather thanwin by cheating.

2.1 would ratherfail with honour thanwin by cheating.

3.1 preferto fail with honour rather thanwin by cheat­ing.

4. Rather thanwin by cheating I preferto fail with hon­our.

5. Most people prefertrains tobuses,____________

6. Most people prefertravelling by train totravelling by bus.

7. Most people prefertravelling by train rather thantrav­elling by bus.

c) condition

1. If the price for the air ticket is too high the travellers will use automobiles, trains, or buses.

2: In case the price for the air ticket is too high the trav­ellers will use automobiles, trains, or buses.

3. The travellers will use automobiles, trains, or buses as long asthe price for the air ticket is too high.

d) comparison

1. Success is as ice cold and lonely asthe North Pole.

2. Job satisfaction is moreimportant thanhigh salary.

3. High salary is lessimportant thanjob satisfaction.

16* Rewrite each sentence so that it has a similar meaning and it contains the expression in bold type.

1.Most of the successful people are the ones who do less talk­ing than listening. More

_____________________________________________________________________

2. Automobile firms prefer to advertise in magazines ratherthan in newspapers or on the radio. would rather

_____________________________________________________________________

3. Rockefeller created order from chaos in the oil industry, Bill Gates did the same in computer technology. Just as

_____________________________________________________________________

4. The doing is usually more important than the outcome. Less

_____________________________________________________________________

5. To guarantee success, act as if it were impossible to fail. as though

_____________________________________________________________________

6. Most government monopolies prefer to provide goods or services that enhance the general welfare rather than seek profits. would rather

_____________________________________________________________________

7. In case you love what you are doing, you will be successful. If

_____________________________________________________________________

8. The marketing concept is practiced more in large compa­nies than in small companies. Less

_____________________________________________________________________

9. Just like Rockefeller Bill Gates found ways to force the rest of the industry to follow his lead. just the same as

_____________________________________________________________________

10. Rather than require money for a purchase, businesses prefer to allow customers to buy on credit. would prefer

_____________________________________________________________________

11. If you want success, start thinking of yourself as a success. in case

_____________________________________________________________________

12. If you can run one business well, you can run any business well. as long as

_____________________________________________________________________

17 Read what famous people said about the essence of suc­cess. Discuss the position of the authors. Support your point of view with reasons and examples from your read­ing, your observations or your own experience. Use the expressions from the Useful Language box.

1. Success is going from failure to failure without loss of enthusiasm.

Winston Churchill (1874-1965), British statesman, Prime Minister

2. The most important single ingredient in the fo of success is knowing how to get along with people.

Theodore Roosevelt (1858-1919), Twenty-sixth President of the USA

3. Success is a journey, not a destination. The doing is usually more important than the outcome.

Arthur Ashe

4. Character is more important than intelligence for success.

Gilberte Beaux

5. My definition of success is control.

Kenneth Branagh

18 Read what famous people said about the key to success. Discuss the extent to which you agree or disagree with the opinion stated below. Support your point of view with reasons and examples from your reading, your observations or your own experience. Use the expres­sions from the Useful Language box.

1. Action is the foundational key to all success.

Anthony Robbins (I960-), American author, speaker

2. Sweat plus sacrifice equals success.

Charles O. Finley

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