Task VI Make up a short report on Guinness case

Big apple

PART I

(from the beginning up to “It never came”.)

Proper names:

Silicon Valley;

San Francisco;

Florence;

John Sculley;

Steve Jobs;

Christopher Herd;

John Flippan;

Boots;

Apple Mackintosh;

Barry Norman;

IBM;

Apple Mac Desctop

I Learn new words and expressions:

1. strip of land – участок земли
2. entrepreneur - предприниматель
3. industry shake-up – реорганизация промышленного производства
4. sunrise company – перспективная компания
5. to go to the wall - обанкротиться
6. to make through the slump – пережить экономический спад
7. darling - любимец
8. turnover - оборот
9. conventional - традиционный
10. to shift from smth on to smth – переключить внимание, усилия
11. whim – причуда, каприз
12. vision – дальновидность, проницательность
13. antithesis of - противоположность
14. executive – сотрудник компании
15. to typify smth - олицетворять
16. outlet – фирменный магазин
17. retailer – розничная фирма
18. to get hold of – иметь, получить
19. stock - запас
20. to plug smth- рекламировать
21. portable –
22. to ostracize – изгонять из общества
23. runaway – лёгкий, доставшийся без труда, мгновенный
24. revenue - доход
25. inventory – запас, резерв.

II Find Russian equivalents, recollect the situations these expression were used in; be ready to the dictation:

high tech dream

at the height of the Renaissance

entrepreneur

Chief Executive Officer

To make tough decisions

Colleague

Apple’s philosophy

To be sufficient

Top marketing man

Antithesis of

Growth strategy

Marketing techniques

Distribution outlet

To increase dramatically

Unprecedented boom year

Christmas selling season

Innovative advertising

West Coast Computer Fair

III Make up 10 sentences with new words and expressions.

IV True or false?

1. Apple’s growth rate was rather high.
2. Apple focused its energy on business enterprises.
3. Steve Jobs and John Sculley couldn’t work together.
4. Apple earned a lot of money in 1983.
5. Apple had no rivals.

V Answer the questions:

1. What is Silicon Valley famous for?
2. What happened in 1985?
3. Who founded Apple Company?
4. Was the company a success?
5. Characterise Apple.
6. What was Apple’s aim?
7. What was so revolutionary in that dream?
8. Who took over as Apple’s CEO in 1983? What were his merits?
9. Did he like Apple’s style?
10. What were John Sculley and Steve Job’s moves?
11. What did they result in?
12. Why did the company fail to meet customers’ demand during Christmas season in 1983?
13. Describe Apple’s success at the West Coast Computer Fair.
14. What did Sculley and Jobs forecast for the Apple company?