IV. Analyze the Participle forms used in the text.

V. Translate the following word-combinations into English in writing.

1. проводя исследования конъюнктуры рынка; 2. чтобы выяснить емкость рынка; 3. продать товар по конкурентоспособной цене; 4. По сравнению с ценами этой компании; 5. до изучения сети сбыта в этой стране; 6. после проведения изучения различных сезонных фак­торов; 7. пользоваться слабым спросом на мировом рынке; 8. изучая емкость рынка для этого товара; 9. использовать средства массовой информации для рекламы товара; 10. увеличивая закупки товара по сравнению с прошлым годом; 11. сильная конкуренция на рынке по­требительских товаров; 12. зависеть от рекламы товара по телевиде­нию; 13. никакого сравнения с товарами наших конкурентов; 14. принимая во внимание политику цен конкурирующих с нами фирм; 15. купить потребительские товары по конкурентоспособным ценам; 16. нужный нам ассортимент потребительских товаров; 17. выбор между продажей за наличные или в кредит; 18. до заключения договора купли-продажи; 19. после предложения услуг в качестве комис­сионера по продаже наших потребительских товаров; 20. послепро­дажное обслуживание оборудования; 21. интересоваться распростра­нением рекламных листков и другого печатного материала; 22. регу­лярно обслуживать станки; 23. хорошо обслуживать посетителей; 24. избегать торговли своими товарами через посредников; 25. принимая во внимание нерешенные вопросы; 26. иметь несколько пунктов (во­просов) для обсуждения; 27. выслать последний буклет выпускаемых нами товаров для вашего сведения; 28. изучать местные обычаи и привычки; 29. заказывать у производителя запчасти в обычном по­рядке; 30. иметь общее представление об общих условиях поставки данной фирмы; 31. выполнять заказ самым наилучшим образом; 32. открыть новую регулярную пароходную линию между этими порта­ми; 33. специализироваться на химикатах; 34. предпочитать твердые цены скользящим; 35. тем не менее мы постараемся удовлетворить вашу просьбу; 36. платить наличными против документов; 37. соот­ветствовать образцу; 38. Сколько это составляет процентов? 39. про­цент стоимости непроданных товаров; 40. количество вопросов, под­лежащих согласованию; 41. гарантировать нормальную работу и вы­сокую производительность проданного оборудования; 42. просим Вас без колебаний связываться с нами по любому вопросу, в случае нео­бходимости.

VI. Work as one group. Discuss the following questions.

1. Who deals with market research in your association (firm)?

2. In what way do they obtain the information needed?

3. Who is responsible for marketing research in your association?

4. What organizations can help obtain information on marketing in our country?

5. How do the results of marketing research tell on the production of your factory?

6. Does your association deal with advertising of your products itself or do you employ an advertising agent?

7. What do you consider the best choice of media for advertising your goods?

VII. Work in several groups. Sum up the information you have received from the Unit 3.2.

Unit 3.3. Investment in Marketing

Pre-reading task

Read the text, make a brief outline.

Text 1

From Investment Boom to Bust

America's productivity gains have been fuelled by a splurge in spending on information technology. What happens if that investment suddenly stops?

Firms in America have spent like no tomorrow on snazzy computers and communications equipment. Indeed, in the past five years, investment in information technology has increased by an annual average of around 25% in real terms, accounting for no less than one-quarter of the country's total GDP growth. The recent profit warnings from high-tech firms are therefore rather alarming: their sales so far this year are well below expectations. Is the IT boom turning to bust?

This question is important, for two reasons. First, a severe slump in investment could turn a mild economic downturn into a deeper recession. Second, a fall in IT investment would dampen longer-term productivity growth. Total business investment has risen to a record level as a share of GDP. If the pace of it investment now proves unsustainable, productivity growth will fall.

Business investment usually falls in a downturn, but this time the risks are greater. A growing number of economists think that the tech bubble that is now popping, along with firms' own inflated expectations about future returns, encouraged excessive investment. As profits fair and tech shares slide, IT budgets are likely to be slashed.

Japan enjoyed an investment boom in the 1980s. Japanese firms' investment rose from 13% of GDP in the early 1980s to more than 19% by 1990 - a similar-sized increase to that in America, where business investment has jumped from 9% of GDP to 15% over the past decade. The current conventional wisdom is that Japan's investment was a near-total waste; and that, unlike that in the United States today, it did not yield an increase in productivity growth. After its bubble burst at the start of the 1990s, Japanese business investment collapsed and productivity growth stalled.

One reason why investment in America is unlikely to fall so sharply as in Japan is the different composition of its capital spending. IT equipment has a shorter life than buildings or industrial machinery. A faster rate of depreciation means that to achieve a given reduction in a firm's capital stock, gross investment needs to fall by less. It means that the short-term impact on the economy of a decline in investment is more severe. But any adjustment to the desired size of capital stock may be swifter, so reducing the risk of a prolonged, Japanese-style downturn.

The risk of an IT investment bust is now rising. Profits are shrinking, credit conditions have tightened. In recent years America's capital stock has leapt in relation to GDP. If firms decided to reduce IT spending by enough to slow the growth in the ratio of the IT stock to GDP back to its average pace of the past decade - i.e., still allowing for the capital-deepening process to continue - this would imply an 8% fall in nominal IT spending. What does this mean for productivity? Economists have also estimated that if real growth in IT spending falls to zero in nominal terms, then this would reduce productivity growth by three-quarters of a percentage point compared with where it would otherwise have been. However, a downturn in investment has long-lasting effects on productivity growth.

Text-study

I. Learn the following words:

To account for – объяснять;

to bust – обанкротиться;

slump – резкое падение;

downturn – спад, понижение;

recession – падение, спад;

to dampen – ослаблять, останавливать;

pace – темп;

unsustainable – непостоянный;

bubble – дутое предприятие, бум;

to inflate – проводить инфляцию;

to slide – понижаться;

to stall – задерживать, уклоняться;

to tighten – ужесточать.

II. Answer the following questions:

1. What are the reasons for the IT boom turning to bust being a serious question?

2. How can an unsustainable pace of IT investment affect productivity growth?

3. What is the difference between Japan's bubble in the 1980s and the American one in the late 1990s?

4. What is the main difference between Japan's investment of the 1980s and that in the United States today?

5. What is the reason why investment in America is unlikely to fall so sharply as in Japan?

6. What does a faster rate of depreciation mean?

7. What factor does the rate of nominal IT spending depend on?

III. Complete the following sentences with the words from the box:

investment in information technology; the tech bubble; slump in investment; composition of capital spending; to reduce IT spending; a fall in nominal spending

1. A growing number of economists think that … that is now popping, along with firms' own inflated expectations about future returns, encouraged excessive investment.

2. Indeed, in the past five years, … has increased by an annual average of around 25% in real terms, accounting for no less than one-quarter of the country's total GDP growth.

3. A severe … could turn a mild economic downturn into a deeper recession.

4. One reason why investment in America is unlikely to fall so sharply as in Japan is the different … .

5. If firms decided … by enough to slow the growth in the ratio of the IT stock to GDP back to its average pace of the past decade, this would imply an 8% … .

IV. Give Russian equivalents for the following words and phrases used in the text:

productivity gains; a splurge in spending; communications equipment; the country's total GDP growth; the IT boom turning to bust; a severe slump in investment; labour productivity growth; business investment; inflated expectations; future returns; excessive investment; vigorous growth; depreciation; a firm's capital stock; gross investment; a glut in capacity.

V. Translate the following text into Russian in writing:

In the past five years, investment in information technology has increased by an annual average of around 25% in real terms, accounting for no less than one-quarter of the country's total GDP growth. The recent profit warnings from high-tech firms are therefore rather alarming: their sales so far this year are well below expectations. The current conventional wisdom is that Japan's investment was a near-total waste; and that, unlike that in the United States today, it did not yield an increase in productivity growth. After its bubble burst at the start of the 1990s, Japanese business investment collapsed and productivity growth stalled. High depreciation means that gross investment is also larger in relation to GDP. It means that the short-term impact on the economy of a decline in investment is more severe. But any adjustment to the desired size of capital stock may be swifter, so reducing the risk of a prolonged, Japanese-style downturn.

VI. Summarise the text, using the words and phrases given below:

to increase by an annual average of around 25%; to account for (no less than one-quarter of the country's total GDP growth); to turn a mild economic downturn into a deep recession; to dampen longer-term productivity growth; to rise to a record level as a share of GDP; to prove unsustainable; to grow at a much slower pace; to shrink (about IT investment); to mirror smth; to slash smth; to enjoy an investment boom; to jump from 9% of GDP to 15%; to shrink (about profits); to tighten credit conditions; to leap (about capital stock in relation to GDP); to imply a 20% fall in IT; to revise smth downwards

VII. Translate into English:

1. Число заказов от фирм на электронное и электрическое оборудование снизилось почти на 20%, что является признаком грядущего сокращения инвестирования в область высоких технологий.

2. За последнее время уровень роста производительности труда упал до отметки в 1%.

3. Америка и Япония имеют разные структуры вложения капитала. Вторая половина кризисного периода в Японии характеризовалась гораздо более мощным ростом производительности по сравнению с ростом производительности в Америке сегодня.

4. Снижение уровня инвестирования в долгосрочной перспективе сказывается на темпах роста производительности.

VIII. Meet as one group. Supply details to prove the following assumptions:

1. The risk of IT investment bust is now rising.

2. A downturn in investment has long-lasting effects on productivity growth.

IX. Working as one group, comment on the following statement from the text:

America's productivity growth is likely to remain above its level of the early 1990s, unless IT capital spending stagnates for several years.

X. Work in several groups. Argue for or against the following statement made in the text:

Business investment usually falls in a downturn, but this time the risks are greater.

Text 2

Venture Capital

Pre-reading task