III. Прочтите и письменно переведите текст.

Контрольная работа 1

Text 1

I. Прочтите и письменно переведите текст.

MARKETING

Marketing is the term given to all the different activities intended to make and attract a profitable demand for a product. This involves:

- identifying consumer needs and wants in order to develop the product.

- setting the price.

- deciding on the best place to sell the product.

- deciding on how best to promote the product.

These four factors are also called ‘The Four Ps’ or the marketing mix.

Some experts believe that promotion is the most important factor.

Mario Capelli, a marketing consultant, describes different methodsof promotion.

“Perhaps the most effectiveway to promote products is to advertise. There are several different advertising media that we can use, for example TV, radio, the press, the cinema and the Internet. There are other selling techniques as well.

One of them is personal sellingwhen sales representatives make regular sales visits to customers and potential customers.

Then there are sales promotions. These include special offers, (for example: ‘Ten percent reduction in price’), discounts,competitions and free gifts.

The next method is direct marketing. This includes all sales activities where consumers can buy the product immediately. An example is direct mail – where you send information to potential customers by post. We can also include TV and internet shopping in this category. Another method of promotion is public relations. This involves creating news and getting information about the company or its products in the press or on TV.

And finally, we have sponsorship. A company pays money to have its name linked to an event or a person such as a sports personality. The person wears clothing with the name of the company on it.

VOCABULARY

1. a term [ə tə:m]	термин
2. to intend [ɪnˈtend]	предназначать; намереваться
3. to attract [əˈtrækt]	привлекать
4. a profitable demand [ə ˈprɔfɪtəbl dɪˈmɑ:nd]	прибыльный спрос
5. to involve [ɪnˈvɔlv]	включать в себя
6. to identify [aɪˈdentɪfaɪ]	определять
7. to set a price	устанавливать цену
8. to promote a product [prəˈməut ə ˈprɔdʌkt] promotion [prəˈməuʃən] sales promotion [seɪlz prəˈməuʃən]	продвигать продукт продвижение стимулирование сбыта, продвижение товара
9. the marketing mix [ˈmɑ:kɪtɪŋ mɪks]	комплекс маркетинга; маркетинг-микс
10. a method [ˈmeθəd]	метод
11. effective [ɪˈfektɪv]	эффективный
12. advertising media [ˈædvətaɪz ˈmedɪə]	рекламные носители
13. public relations [ˈpʌblɪk rɪˈleɪʃən]	общественные отношения
14. potential [pəuˈtenʃəl]	потенциальный
15. selling techniques [tekˊni:ks]	методы продажи
16. personal selling [ˈpə:snl ]	личная продажа
17. percent [pəˊsent]	процент
18. a reduction in price [rɪˈdʌkʃən ɪn praɪs]	снижение цены
19. a discount ['dɪskaunt]	скидка
20. direct marketing [dɪˈrekt ˈmɑ:kɪtɪŋ]	директ-маркетинг; прямой маркетинг
21. direct mail [dɪˈrekt meɪl]	прямая почтовая рассылка
22. immediately [ɪˈmi:dɪətlɪ]	немедленно
23. sponsorship	спонсирование
24. to link smth to smth [lɪŋk]	связать что-то с чем-то
25. an event [ɪˈvent]	событие, мероприятие
26. a sports personality [spɔ:t ˌpə:səˈnælɪtɪ]	выдающийся спортсмен

ANSWER THE QUESTIONS

1. What is marketing?

2. What factors does the marketing mix include?

3. What methods of product promotion do companies use?

4. What is the most effective way to promote products?

5. What advertising media can you name?

6. Name a few selling techniques.

7. What activities does direct marketing include?

8. What is direct mail?

Text 2

II. Прочтите и письменно переведите текст.

EXPORT AND IMPORT

International trade is the exchangeof goods and services between different countries. Depending on what a country produces and needs, it can export (send goods to another country) and import (bring in goods from another country).

Governments can control international trade. The most common measures are tariffs(or duties) and quotas. A tariff is a taxon imported goods, and a quota is the maximum quantity of a product allowed into a country during a certain period of time. These measures are protectionist as they raise the price of imported goods to ‘protect’ domestically produced goods.

A country’s balance of trade is the difference between the values of its imports and exports. This includes visibleimports / exports (goods) and invisible imports / exports (services). If a country imports more than it exports, it has a trade deficit. If it exports more than it imports, it has a trade surplus.

Companies can choose from various methodsto enter a foreign market. One option is to start working with localexperts, who have a specialist knowledge of the market and sell on behalf of the company. This often leads to the company opening a local branch or sales office. Another option is to sell patents and licences for their products. They can start manufacturing in the export market by either setting up a local subsidiary or a joint venture with a local partner.

VOCABULARY

1.an exchange [ɪksˈtʃeɪndʒ] an exchange of goods an exchange of views We had a frank exchange of views. to exchange smth We exchanged addresses and promised to write to one another.	обмен обмен товарами обмен мнениями У нас состоялся откровенный обмен мнениями. обменяться чем-л Мы обменялись адресами и обещали писать друг другу.
2.to control smth [kənˈtrəul] Our company has always controlled its sales.	контролировать что-л Наша компания всегда контролировала свои продажи.
3.depending on [dɪˈpend] Prices vary depending on the region.	в зависимости от Цены изменяются в зависимости от региона.
4.a measure [ˈmeʒə] This is a temporary measure.	мера Это временная мера.
5.tariffs / duties [ˈtærɪfs/ ˈdju:tɪz] The government has raised tariffs on oil.	тариф Правительство подняло таможенные пошлины на нефть.
6.a quantity [ˈkwɔntɪtɪ]	количество
7.a quota [ˈkwəutə] to introduce quotas on smth The government is planning to introduce quotas on sugar production.	квота ввести квоты на что-л Правительство планирует ввести квоты на производство сахара.
8.a tax (on smth) [tæks] Taxes on petrol were raised after the election.	налог (на что-л) Налоги на бензин были подняты после выборов.
9.to protect [prəˈtekt] protectionism protectionist	защищать протекционизм протекционистский
10.balance of trade	торговый баланс
11.visible [ˈvɪzəbl]	видимый
12.invisible [ɪnˈvɪzəbl]	невидимый
13.trade deficit [ˊdefɪsɪt]	внешнеторговый дефицит
14.trade surplus [ˊsə:pləs]	активный торговый баланс, профицит
15.a method [ˈmeθəd]	метод
16.an option [ˈɔpʃən]	опция, выбор
17.an expert [ˈekspə:t]	эксперт
18.to have a specialist knowledge of smth	иметь специальные знания чего-л
19.on behalf of [bɪˈhɑ:f] The lawyer spoke on behalf of his client.	от имени Адвокат говорил от имени своего клиента.
20.a local branch	местное отделение, филиал
21.a patent for a product	патент на продукт
22.a licence for a product	лицензия на продукт
23.to manufacture [ˌmænjuˈfæktʃə] manufacturing	производить, изготавливать производство (какого-л продукта)
24.either….or [ˈaɪðə] Students could choose either French or Spanish.	или….или; либо… либо Студенты могли выбрать либо французский, либо испанский.
25.a subsidiary [səbˈsɪdjərɪ]	дочерняя компания
26.a joint venture [ˊventʃə] A joint venture is formed for a limited period of time or a single project.	ссовместное предприятие Совместное предприятие создается на ограниченный период времени или для осуществления одного проекта.
27.to export [ɪk'spɔːt] 28.exports [ˊekspɔ:ts]	экспортировать экспорт (экспортируемые товары)
29.to import [ɪm'pɔːt] imports [ˊɪmpɔ:ts]	импортировать импорт (импортируемые товары)

ANSWER THE QUESTIONS

1. What is international trade?

2. What do exports and imports of goods depend on?

3. Who controls international trade?

4. What measures do governments use to control international trade?

5. What is a tariff?

6. What is a quota?

7. Why are tariffs and quotas called protectionist measures?

8. What is a country’s balance of trade?

9. When do we say that a country has a trade deficit?

10. When does a country have a trade surplus?

11. How can a company enter a foreign market?

12. Why does a company need to work with local experts when it wishes to enter a foreign market?

Text 3

III. Прочтите и письменно переведите текст.

PRESENTATION

Pamela Pickford trainsbusiness people to make presentations. Here’s what she says.

The key is preparation. So the first step is to find out who you’re going to be presentingto. You should find out how much theaudienceknow about the subject. Are they experts or do they know very little? Are you presenting to a group from the same or from different countries? And adjustyour language so that everybody can understand. If possible, visit the room where you’ll be giving the presentation beforehand and organize it precisely to your own requirements.You must feel comfortable in it.

So onceyou know who you are presenting to and where, you’re ready to start preparing what you’re going to say. So stage one is the opening – the first few moments that can make or break the presentation. Then stage two, a brief introduction about the subject of your talk. Stage three – the main body of the presentation. And four, the conclusion, which should include a summary of your talk and your recommendations. Finally, the question and answer session.

I suggest that people memorise the opening as if they were actors. Write down the opening, record it, listen to it, and practice it again and again. If it’s properly done, you’ll get the audience’s attention immediately, and you’ll feel confident during the rest of the presentation. After that, you can start using yournotes. So the first step is to write those notes. Write the whole presentation out just like an essay. Then select the key points. But read the full versionover and over again until it’s imprinted onyourmind. The next step is to buy some small white postcards and write no more than one or two of the key points on each one.

When talking, face the audience at all times. Finally, remember that what you say is as important as how you say it. A good presentation is very much a performance.

VOCABULARY

1. to present smth to smb [ ] Tomorrow we are going to present our project to the committee. a presentation [ˌprezenˈteɪʃən] to make / give a presentation Every salesman should know how to make a presentation.	представлять что-л кому-л Завтра мы собираемся представить наш проект комитету. презентация делать презентацию Каждый продавец должен знать, как сделать презентацию.
2. to prepare [prɪˈpɛə]	Готовить
3. preparation [ˌprepəˈreɪʃən]	подготовка
4. audience [ˈɔ:djəns] The performance attracted a huge audience.	аудитория Спектакль привлек большую аудиторию.
5. a subject [səb'ʤekt] Can we talk about a different subject please?	предмет, тема Не могли бы мы поговорить на другую тему?
6. to adjust [əˈdʒʌst] She adjusted the figures in her report.	приспосабливать, корректировать, поправлять Она скорректировала цифры в своем докладе.
7. beforehand [bɪˈfɔ:hænd] Prepare everything you’ll need beforehand.	заранее Приготовьте все, что вам потребуется, заранее.
8. precisely [prɪˈsaɪslɪ]	точно
9. a requirement [rɪˈkwaɪəmənt]	требование
10. once [wʌns] Once you get there, you’ll love it.	когда, если Когда вы туда попадете, вам там понравится.
11. brief [bri:f]	краткий
12. introduction [ˌɪntrəˈdʌkʃən]	вступление, введение
13. the body of smth [ˈbɔdɪ] He is not mentioned in the main body of the text.	основная часть чего-л Он не упомянут в основной части текста.
14. a question and answer session	сессия вопросов и ответов
15. to memorise [ˈmeməraɪz]	запомнить, выучить наизусть
16. to record [rɪ'kɔːd]	записать (на магнитофон)
17. to practice smth You should practice your French every day.	упражняться в чем-л, тренироваться Вам следует упражняться во французском языке каждый день.
18. properly [ˈprɔpəlɪ]	должным образом
19. to feel confident I was well prepared and felt confident in my history exam.	чувствовать себя уверенно Я был хорошо подготовлен и чувствовал себя уверенно на экзамене по истории.
20. the rest of We spent the rest of the day watching TV.	остальное, оставшаяся часть Мы провели оставшуюся часть дня смотря телевизор.
21. notes [nəuts]	заметки, записи
22. an essay ['eseɪ]	эссе (сочинение)
23. to select [sɪˈlekt]	отбирать
24. the key points	основные моменты
25. to get imprinted on smth That sight got imprinted on my mind.	отпечататься на чем-л Эта картина отпечаталась в моей памяти.
26. mind [maɪnd]	память
27. a version [ˈvə:ʃən]	версия
28. to face the audience When making a speech don’t forget to face the audience.	стоять лицом к публике Произнося речь, не забывайте стоять лицом к публике.
29. to train smb	обучать кого-либо, тренировать