Go for your Business English. Новосельцева Н.Н - 14 стр.

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It is estimated that the more established cosmetics companies spend, on
average, 70 per cent of the total cost of the product itself on packaging!
The most successful manufacturers know that it’s not enough to have a good
product. The founder of Pears soap, who for 25 years have used enchanting little
girls to promote their goods, summed it up. “Any fool can make soap, but it takes a
genius to sell it,” he said.
3 Give an example of what colour, according to the text, you think the packets of the
following are likely to be.
a) face creams
b) bran
c) ice cream
d) expensive chocolates
e) painkillers
4 Write T(for True) and F (for False) next to the statements below.
a) Manufacturers will persuade us of something that is not true, if necessary, in order
to sell their products.
b) The colouring of the packaging depends on which manufacturer produces it.
c) Shoppers don’t always get the same amount as they think they are buying.
d) All manufacturers spend a lot on packaging.
e) Cosmetics companies often spend more than half the cost of their product on
presentation.
5 Look up the words reach (paragraph 1), turn off (paragraph 3) and fancy
(paragraph 5) in a monolingual dictionary and find out which of the meanings shown
best correspond to the meaning in the text. Then use one of the meanings shown in
the dictionary to complete the following sentences.
a) She really ... the man she met at the party, but was too shy to speak to him.
b) We ... the motorway at Junction 31 in order to go into Birmingham.
c) You must be very tall - your head almost ... the ceiling.
d) When the programme finished I ... the television.
e) Those chocolates are a bit ... for her, aren’t they? I think she’d prefer plain ones.
f) We should ... London soon.
Control of enterprisers is a job for the steering wheel, not for the
brake.

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