A Compulsory Minimum
1. BRAND-STRETCHING
2. TAKE A BRAND DOWNMARKET
3. AD HOC
4. TO MILK
5. TO KEEP A CAREFUL WATCH ON STH
6. TO BAD-MOUTH; MUD-SLINGING [n]
7. BLOW-BY-BLOW ACCOUNT
8. BOTTLENECK
9. GO LIKE A BOMB
10. TAKE ON BOARD
11. IN A NUTSHELL
12. BREATHE DOWN SOMEONE'S NECK
13. BRIEF (V)/ DRAW A PICTURE
14. TAKE A LEAF OUT OF SOMEONE'S BOOK
15. OPEN A CAN OF WORMS
16. CARRY THE CAN
17. CALL THE SHOTS
18. CALL IT A DAY
19. CHEW THINGS OVER
20. CHICKEN & EGG SITUATION
21. (BEING) CHICKEN (adj.)
22. CALL SOMEONE'S BLUFF
23. CUTTING EDGE
24. COST/PAY/CHARGE THE EARTH; also - COST ARM AND LEG
25. CUT-THROAT (COMPETITION)
26. CLEAR THE DECKS
27. CUT ONE'S LOSSES
28. COP OUT
29. CUT CORNERS
30. BEAT SOMEONE HANDS DOWN
31. BEAVER AWAY
32. A WIN-WIN SITUATION
33. ARGUE THE TOSS
34. ALSO-RAN
35. ALL-ROUNDER
36. MAKE A KILLING
37. TO BACKFIRE
38. A GOLDEN HANDSHAKE
39. MONEY-SPINNER
40. AHEAD OF THE PACK
41. (BE) ON THE MAKE
42. PULL OUT ALL THE STOPS
43. PULL RANK
44. PULL ONE'S FINGER OUT
45. PULL THE PLUG
46. PULL A FAST ONE
47. PULL ONE'S SOCKS UP
48. PULL ONE'S WEIGHT
49. PULL IT TO PIECES
50. PULL ONESELF UP BY ONE'S OWN BOOTSTRAPS
51. PULL UP STAKES
52. PULL ONE'S PUNCHES
53. PULL A RABBIT OUT OF THE HAT
54. PULL ONE'S HAIR OUT
55. PULL UP WITH A START
56. PULL THE WOOL OVER SOMEONE'S EYES 57.TO HAGGLE ABOUT/OVER
58.TO SWEETEN THE DEAL
59. GLASS CEILING
60. PUT MONEY ASIDE FOR A RAINY DAY; A NICE LITTLE NEST-EGG
61. EMBARK ON STH
62. ON MERITS
63. BREAK THE NEWS
64. BAIL OUT; BAILOUT;
65. AT THE ELEVENTH HOUR
66. IN A MONTH OF SUNDAYS
67. HAVE STH AT ONE'S FINGERTIPS
68. IN DRIBS & DRABS
69. PIN SB DOWN
70. KEEP SB ABREAST OF STH
71. HEDGE ONE'S BETS
72. BOUNCE BACK
73. CLEAN BILL OF HEALTH
74. AN OUTSTANDING AMOUNT
75. ALL IN
76. TO KEEP ONE'S EYES SKINNED /PEELED
77. UP TO ONE'S EYES (EARS) IN WORK
78. BACK OUT
79. BREAK THE BACK OF
80. HAVE ONE'S BACK AGAINST THE WALL
81. BACKDATE
82. PRICE ONSELF OUT OF THE MARKET
83. DEAD CAT BOUNCE
84. KEEP ONE'S HEAD ABOVE WATER
85. START A BUSINESS FROM COLD
86. AT SIXES & SEVENS
87. SIX OF ONE & HALF A DOZEN OF THE OTHER
88. TO BRING HOME THE BACON
89. PUT ONE'S SHOULDER TO THE WHEEL
90. TEST THE WATER
91. GIVE /GET THE GREEN LIGHT
92. WILDCAT STRIKE
93.SHAKE-OUT
94. SHRUG STH OFF
95. SLIPPERY CUSTOMER
96. PLAY ONE'S TRUMP CARD
97. BE NEW TO THE GAME
98. HAVE GOT A LOT ON ONE'S PLATE
99. NEW BLOOD
100. TO SHED CUSTOMERS
101. A NO-BRAINER [n + adj.]
102. A BLANK CHECK
103. TO PUT SOMETHING ON THE LINE
104. PUT [COMPANY] OUT OF BUSINESS
105. THE MOST BANG FOR THE BUCK
106. LOW-BALL
107. TO SWEETEN THE DEAL
108. WHEN PUSH COMES TO SHOVE
109. KNOW ONE'S ONIONS/STUFF
110. DO ONE'S BIT
111. HAVE (GOT) SOMETHING ON THE GO [informal]
112. MAKE AMENDS (TO SOMEONE FOR SOMETHING)
113. PASS THE BUCK
114. TELL SOMEONE WHERE TO GET OFF
115. TURN THE TABLES ON SOMEONE
116. A SPOT CHECK
117. CRASH COURSE
118. CLIMB /JUMP/GET ON THE BANDWAGON [informal]
119. COME/GET TO GRIPS WITH STH
120. COME TO TERMS WITH SOMEONE/SOMETHING
UNIT 1
1. brand-stretching
2. to take a brand downmarket
3. ad hoc
4. to milk
5. to keep a careful watch on sth
6. to bad-mouth (v); mud-slinging (n)
7. blow-by-blow account
8. bottleneck
9. to go like a bomb
10. to take on board
11. in a nutshell
12. to breathe down someone's neck
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Exercise 2. Study the following examples to try and understand the underlined idioms in context. Translate them into Russian.
1. Brand-stretching can help a new product break into a difficult market and enhance the core brand's value.
2. More perilous still are attempts to milk additional sales from premium brands by taking them downmarket.
3. Points of policy are declared ad hoc.
4. A few people tried to milk the insurance companies.
5. US officials have been keeping a careful watch on the situation.
6. If I hear one roommate bad-mouthing another, I will call her in for a talk.
7. Voters are disillusioned with the mud-slinging campaigns run by many candidates in recent years.
8. She always demanded a blow-by-blow account of what had happened.
9. He pushed everyone full speed ahead until production hit a bottleneck.
10. His invention went like a bomb.
11. I'm too busy to take this new job on board at the moment.
12. I shall be so glad to get out of this and not have Mason breathing down my neck any more.
13. We don't need to know the contents of your speech in detad, so can't you put the main message in a nutshell for us?
Exercise 3. Substitute for the underlined phrase an idiom with the same meaning.
1. Advertisers had to observe thoroughly their target audiences.
2. The callous couple gained profit from a hospitable charily to fund a lavish lifestyle.
3. The danger with extension of a popular brand's recognition and reputation on a new type of product is the damage that can result to the core brand if it is not successful.
4. Established for this purpose, special committee will organize the appeal.
5. Cadillac's reputation has still not recovered from its effort to sell premium brand cheaper in the early 1980s.
6. The industry stands accused of discrediting rival products and unnecessarily alarming doctors and patients.
7. I can't concentrate with you watching me closely in order to criticize.
8. " Briefly and concisely ", said Charles slowly, "you’re willing to come in with me because you think my business could be built up".
9. They have been on sale in some London stores — where Treasureware says they have been " going very well " - and they are now becoming available in stores around the country.
10. You may have to accept their point of view, but hope that they will consider and accept some of what you have said.
11. He gave us an account describing all the events in the order in which they had happened yesterday evening.
12. Managing Director realized they wouldn't avoid situation when business activity was slowed down because one section couldn't cope with the amount of work if he didn't get the sales force moving again.
Exercise 4. Complete the sentences with one of the following idioms, paying special attention to the form of the verbs.
To breathe down someone's neck; to take on board; to go like a bomb; to bad-mouth; to keep a careful watch on sth; to milk; to take a brand downmarket.
1................... can reduce the product's snob appeal and put off image-conscious
buyers at the top end.
2. I'll............. your suggestion about the problem we face. I would ask you to come up with ideas for our future strategy too.
3. He can't go on with this work unless you stop.............., criticizing every step he makes.
4. His illegal deals were steadily............... the profits from the business.
5. The income tax officials have been.................. on taxpayers who are not giving accurate information.
6. Now, I should tell you that our most exciting new product............................. We're expanding fast, I'm happy to say.
7. It's ethically wrong................ your competitors even if you categorically disagree with their principles.
Exercise 5. Complete the sentences with one of the following idioms: Brand-stretching; ad hoc; blow-by-blow account; bottleneck; in a nutshell.
1. Sarah gave me a detailed.............. of the argument with her landlady.
2. And that............., Brain, is why I can't marry you!
3................ can be very risky. However, it can be also very lucrative.
4. The Research and Development Manager demanded that an..........................
commission should be appointed and the product should be taken off the market.
5. Trafalgar Products can't avoid................. if its Production Department doesn't
cope with the amount of work.
Exercise 6. Translate the following sentences into English using idioms instead of the phrases underlined.
1. Начав продавать первоклассные марки своих товаров на рынке для покупателей с низкими доходами, компания лишилась большинства прежних клиентов.
2. Для рассмотрения причин и последствий аварии будет создана специальная комиссия.
3. Начальник отдела предупредил, что тот, кто попытается дискредитировать его, будет немедленно уволен.
4. Некоторые недобросовестные граждане пытаются извлекать выгоду (доить) из благотворительных фондов, чтобы вести роскошную жизнь.
5. Начальник отдела сбыта с недоверием отнесся к идее распространения популярной и общепризнанной марки товара на новые, малоизвестные изделия.
6. Маркс и Спенсер продает товары для молодых и пожилых, богатых и людей среднего достатка. Короче говоря, компании удается предугадать, что нужно каждому покупателю.
7. Я не думаю, что творческую работу можно выполнить успешно, если начальник стоит над душой и следит за каждым вашим шагом.
8. Переговоры проходят в конструктивной обстановке. Руководители обеих компаний неотступно следят за их ходом.
9. Микроволновые печи, выпускаемые компанией Тошиба, чрезвычайно популярны в Англии.
10. Мы взяли на вооружение несколько ценных предложений, сделанных нашими партнерами.
11. Генеральный директор попросил предоставить последовательный и подробный отчет переговоров, проходивших в Вене.
12. То, что транспортный отдел не смог своевременно отгрузить изготовленные изделия, стало помехой для дальнейшей успешной работы всего предприятия.
13. UNIT 2
1. | to brief/ draw a picture |
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2. | to take a leaf out of someone's book | |
3. | to open a can of worms |
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4. | to carry the can |
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5. | to call the shots |
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6. | to call it a day |
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7. | to chew things over |
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8. | chicken and egg situation |
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9. | (being) chicken (adj.) |
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10. | to call someone's bluff |
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11. | cutting edge |
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to cost / pay / charge the earth; | to cost | |
| arm and leg |
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Exercise 1. Match the following idioms with their corresponding definitions.
1. to brief / draw a picture
2. to take a leaf out of someone's book
3. to open a can of worms
4. to carry the can
5. to call the shots
6. to call it a day
7. to chew things over
8. chicken and egg situation
9. (being) chicken (adj.)
10. to call someone's bluff
11. cutting edge
12. to cost / pay / charge the earth; to cost arm and leg
a) to decide or agree to stop doing sth temporarily
b) to tell others what and how to do
c) to explain in detail
d) lacking courage
e) the latest, most advanced stage in the development of sth.
f) to ask / pay a lot of money for sth.
g) to tell someone to do what he/she threatens to do
h) to think about sth. slowly and
carefully
i) to take blame or responsibility for
sth. if it goes wrong
j) to create a complicated problem reveal sth. undesirable
k) to follow someone's good example
l) situation in which it is difficult to tell which one of the two things was the cause of the other
Exercise 2. Study the following examples to try and understand the underlined idioms in context. Translate the sentences into Russian.
1. No, I won't support such a risky project this time and end up carrying the can again.
2. He drew a picture of what had happened in Germany fifty years ago.
3. You have opened up a whole new can of worms here I think. We could have a whole debate on students' loans and grants.
4. Pete's working hard at school, but unfortunately I can't say the same for his sister. I wish she would take a leaf out of Peter's book.
5. Have you seen John's new car? It must have cost the earth.
6. Baxter's the big man right now, but he won't be calling the shots much longer if he loses the contract with General Dynamics.
7. This ship is at the cutting edge of world shipbuilding technology.
8. We've made good progress with painting the kitchen today, so we'll call it a day and continue tomorrow.
9. Ted keeps threatening to resign if we don't do things his way. Next time I shall call his bluff and accept his resignation.
10. I'll need some time to chew the matter over before I can give you an answer.
11. I'm scared of the dark. I'm a big chicken.
12. It's a chicken and egg situation. Does the deficiency lead to the crisis or has the crisis led to certain deficiencies.
Exercise 3. Substitute for the underlined phrase an idiom from exercise 1 with the same meaning.
1. We'll have one more drink and stop for this day.
2. The boss's temper was beginning to fray. If only I thought, he had told me to do what I had threatened from the start.
3. I was the one who said the British would never stand by and let Trudeau tell others what and how to do.
4. Replying to the Attorney-General in the Vassal inquiry, Mr. Wallet said, "I know there was a feeling in the Foreign Office that the Foreign Office were taking blame and responsibility i n this particular case ".
5. " That's a queer house of yours ", said Mr. Adams. " It must have cost a large sum of money ".
6. The new personnel trainer followed his colleague's example. Instead of teaching anything fresh, he asked the staff to do silent revision.
7. You've had long enough to consider the matter slowly and carefully. I want my answer now.
8. Toshiba's latest microwave oven plant in Plymouth is involved in its most important and exciting developments of modern technology.
9. Why are you so afraid of it. Gregory?
10. It's impossible to decide which of the two things caused the other one. Did the workers' poor performance lead to low wages at the factory or low wages led to the low performance.
11. Drug abuse is complicated, unpleasant and difficult issue, which nobody wants to open at sporting events.
12. The manager explained in detail how he used time and analyzed the time log. This analysis helped him to get rid of unproductive, time-wasting activities.
Exercise 4. Complete the sentences with the correct idioms.
1. Amid fears that advancing years and the strain of management were taking a toll on his health, it was widely expected that he would at the end of the season.
2. A great film, based on the true story of a bright schoolteacher's daughter who decides to write a project on her respectable role in the war, and that almost destroys her life and family.
3. American TV pays the money so they............. There is no boxing without America.
4. "None of us expected external market circumstances to continue as long, or
be as hard, as they have been ". Asked whether Mr. Horton was to.................. for this, he said that "the can remains with the board, there is no intention he should carry it".
5. When the City Bank lowered interest rates, all other banks soon..................
6. Seeing the profits falling and sales decreasing rapidly the manager asked all his deputies to collect in his office and……….of strategies which might affect the future direction of the enterprise.
7. Before making strategic decisions the supervisor.......................... all the options……., considering the advantages and disadvantages of each one.
8. Now that the students................. his............., it remains to be seen what Mr. Lukanov can do.
9. I paid............. for my car but I am not very happy with it.
10. That new machine should be................. in machine building industry. It's the most important scientific invention of the 21st century.
11. He was too cowardly to complain. His friends accused him of being..................
12. It's a................ I don't know whether I was bad at the sciences because I wasn't interested in them and therefore not good at them.
Exercise 5. Translate the following sentences into English using idioms instead of the phrases underlined.
1. Магнаты, финансировавшие исследование, считали себя в праве всем распоряжаться.
2. Чувствуя себя чрезмерно усталым, он решил прекратить работу и отправился в спортзал.
3. Он заплатил уйму денег за этот компьютер в прошлом году, а сегодня он считается устаревшим.
4. Этот портативный компьютер по праву считают новейшим достижением японской компьютерной технологии.
5. В угоду провинциальным властям Ричард хвалил провинцию и говорил, что хотел бы жить там постоянно. Он с ужасом думал о том, что его блеф воспримут всерьез и предложат высокую должность в местной администрации.
6. Генеральный директор потребовал подробно изложить то, как мы видим будущее развитие компании.
7. Следуя примеру западных фирм, наши бизнесмены используют компьютерные сети для рекламы своих товаров.
8. Полагая, что он покупает преуспевающую компанию, мистер Браун не подозревал, что он приобретает большую головную боль.
9. Хоть мистер Росс не был причастен к случившемуся, он вынужден был взят вину и ответственность на себя, чтобы сохранить репутацию компании.
10. Так как ему не хватало мужества, он не мог пойти к директору и попросить о повышении зарплаты.
11. Ваше предложение звучит заманчиво, но я бы хотел обдумать и взвесить все, не спеша, прежде чем дать согласие.
12. Трудно определить, где причина, а где следствие: преступность — следствие бедности или бедность — следствие преступности.
UNIT3
1. | cut-throat (competition) |
2. | to clear the deck |
3. | to cut one's losses |
4. | to cop out |
5. | to cut corners |
6. | to beat someone hands down |
7. | to beaver away |
8. | a win-win situation |
9. | also-ran |
10. | all-rounder |
11. | to make a killing |
12. | to argue the toss. |
Exercise 1. Match the following idioms with their corresponding definitions.
1. cut-throat (competition)
2. to clear the deck
3. to cut one's losses
a) to get ready for action
b) to stop taking part in a failing business, firm, etc. before one loses too much money
c) work hard at a job
4. to cop out d) to do sth in the easiest or quickest way by
paying no attention to rules using simple methods
5. to cut corners e) to fail to take responsibility of making a
difficult decision or to do what one thinks right
6. to beat someone hands f) to make a large amount of money down suddenly, especially in business
7. to beaver away g) the one who has ability in many things
8. a win-win situation h) unsuccessful person in a contest
9. also-ran i) to argue for longer than is necessary
about a point which is not very important
10. all-rounder j) a situation of benefit to both parties
11. to make a killing k) to defeat; to beat severely
12. to argue the toss 1) fierce, ruinous, tough
Exercise 2. Study the following examples to try and understand the underlined idioms in context. Translate the sentences into Russian.
1. The farmers have been seeking higher prices as better protection from foreign cut-throat competition.
2. The morning's session was described as mainly to present facts and clear the decks.
3. He's lost a lot on the low dollar exchange rate, but I advised him to cut his losses and exchange the rest of his money, before the dollar drops even further.
4. "Will you call the board to alert them that I feel I should resign? " - "I'll do it. But I think you're copping out ".
5. They had a team of architects beavering away at a scheme for the rehabilitation of District number 6.
6. The whole operation would only take a month or so and you could make the lolling of a lifetime.
7. He had done well in job in Accounting, Sales and Production. He's a real all-rounder.
8. I'm afraid John is one of life's also-rans.
9. There's no point arguing the toss now. It has already been decided that John will be sent to represent the company in Tokyo, not you.
10. In this company we don't cut corners: we produce a high-quality, reliable product.
11. Why don't you challenge Jeff to a game of tennis? He thinks he can beat you hands down, but I think he's wrong.
12. He is in a win-win situation. If he wins the tournament, he gets a big bonus, and if he doesn't, he's had valuable experience.
Exercise 3. Substitute for the underlined phrase an idiom with the same meaning from exercise 1.
I. He's a brilliant research chemist, but he does too many things in the easiest
way by paying no attention to rules. One day he'll blow us all up.
2. They are working hard to get everything ready for us.
3. One doesn't have to look far for instance of fierce competition. Dunkirk is a shining example.
4. This product has almost outlived its lifespan. We should stop taking part in a failing business before we lose too much money and take it off the market at once.
5. I don't think it is worth getting angry about this. Let's not argue so long over such a small decision.
6. We have always done badly in French market. In most countries we are among the leaders, but in France we are among unsuccessful people.
7. They gave a much better presentation than us and got the contract. It wasn't even close, they defeated us.
8. I bought them cheap and sold them for a lot. I really made a large amount of money suddenly.
9. When all British women and children, and all non-essential British male civilians were evacuated from Palestine, everything was ready for action.
10. I wanted him to take our complaint to the Managing Director, but he failed to do. just as I feared he would.
11. I class myself as the one who has ability in many things and a team man at
heart.
12. The extra earnings available to lenders and the facility provided for borrowers made it a win-win situation.
Exercise 4. Complete the sentences with the correct idioms.
1. My sister.............. when she worked overseas in the oil industry. She bought a
mansion and a Ferrari.
2. His parents were life-long atheists, that's why when his girlfriend suggestec
getting married in church, he................
3. If we're going to dance, some of you can give me a hand to.................. Cutty the
small stuff into the hall, and shove the rest out of the center of the room.
4. Clothing stores also face............. competition from factory outlets.
5. Reliable source informs us that the bank's second half results will disclose further losses and write-offs of bad debts. As your investment brokers, we
have to advise you to consider................. and selling your shares now, against
holding out for an upturn in the future.
6. A common fear voiced by privatization's critics is that the companies will in order to make money off the contracts.
7. We've had a lot of success in that market. There was a lot of competition at first but we all our competitors
8. They spend so much time.............. over inconsequential matters.
9. They used to be a great company but they became self-satisfied and since 1980 they have been among
10. There remains a lot of work today but Harry keeps................ at it and he's done a
lot of it.
11. John speaks fluent Japanese, Greek and Latin. He is very good at singing and football. He is a real
12. Although we were not given a seven-year contract for work on Europe's tallest building, we established a lot of useful contracts with companies, which later became our customers. So, it was a
Exercise 5. Trans/ate the following sentences into English using idioms instead of the phrases underlined.
1. Десять лет он работал, не щаля сил, создавая новые аттракционы, отели, офисные здания.
2. Эйснер умел бороться за выгодные контракты, поэтому и на этот раз ему удалось нанести своим конкурентам жестокий удар.
3. Я не думаю, что это повод для разногласий. Давайте не будем спорить по такому незначительному вопросу.
4. Несмотря на все усилия, мы по-прежнему в числе неудачников на автомобильном рынке.
5. Будучи разносторонним специалистом, он мог справиться с любым вопросом.
6. Пытаясь сохранить доминирующие позиции на рынке, некоторые компании идут напрямик, пренебрегая правилами.
7. Купив акции преуспевающей компании и продав их в два раза дороже спустя месяц, он сорвал огромный куш.
8. В условиях жесточайшей конкуренции продвижение на рынке торговой марки является принципиально важным.
9. Когда скандал стал достоянием общественности, главный бухгалтер ушел от ответственности, подав в отставку.
10. К 1975 г. банки были готовы к распространению системы еврочеков.
11. Так как эта модель больше не пользуется спросом у покупателей, самое время прекратить невыгодное дело и снять ее с производства.
12. Финансовый директор заявил, что компания осталась довольна условиями контракта, и назвал контракт взаимовыгодным решением.
REVISION TEST 1 UNITS 1-3
Exercise 1. Substitute in place of the words underlined an idiomatic expression.
1. A group of 75 parents formed for this particular purpose is leading the protest to demand the resignation of the head teacher.
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