Uniti.Businessandbusinessleaders
UNITI.BUSINESSANDBUSINESSLEADERS
Lesson 1.BUSINESS
Lesson 2.BUSINESS LEADERS (management)
UNIT II.MARKETINGAND DISTRIBUTION
Lesson 1.MARKETING
Lesson 2.DISTRIBUTION
UNIT III. MAKING THINGS AND SELLING THEM ON-LINE
Lesson 1.MAKING THINGS
Lesson 2.SELLING AND BUYING THINGS ON-LINE
UNIT IV. WAYS OF WORKING AND APPLYING FOR A JOB
Lesson 1. WAYS OF WORKING
Lesson 2. APPLYING FOR A JOB
Приложение.
UNITI.BUSINESSANDBUSINESSLEADERS
Lesson1.BUSINESS
Задание 1. Произнеситеслова, обращаявнимание на произношение ударных гласных:
a. firm , skill, profit, ladder, share, stock, found, sole, hire, raise
b. enterprise, headquarters, freelancer, shareholder, partnership, privatize,wholesale, retail,commerce, magnate,manage, product,
c. employ, rely , encourage, success, liability, establish, efficient, insurance, donate, invest, refer , compete, competitor, proprietor,expand,tycoon, mogul
d. corporation, entrepreneur, manufacturer
Задание 2. Используя словарь, изучите слова(данные ниже) и их производные. Заполните таблицу, подразделяя слова на части речи, например:
| Глагол(v) | Существительное (n) | Прилагательное (adj) | Наречие(adv) |
| employ | employer, employee, employment |
1. employ (v)- employer (n) – employee (n) – employment (n) – unemployment (n)
2. profit (n, v) – profitable (adj) - profitability (n) – profitless (adj)
3. establish (v) – establishment (n)
4. success (n) – succeed (v) – successful (adj) – successive (adj)
5. efficiency (n) – (in)efficient (adj)
6. privatize (v) – private (adj) – privacy (n)
7. encourage (v) - encouragement (n) – courage (n)
8. found (v) –founder (n) – foundation(n)
9. entrepreneur (n) – entrepreneurial (adj) – entrepreneurship (n)
10. lead (v) – leader (n) – leadership (n)
11. skill (n) – skillful (adj) - skillfulness (n)
12. refer (v) – reference (n) – referee (n)
13. rely (v) – reliable (adj) – reliability (n)
14. compete(v) – competitor (n) – competition (n) – competitive (adj)
Припомощисловарясоставьтеаналогичнуютаблицудлядругихслов: invest, expand, manufacture, retail, manage, wholesale, distribute, insure
Задание 3. Переведите словосочетания на русский язык, обращая внимание на значение выделенных слов.
1. literature, politics and commerce; the US Department of Commerce; chambers of Commerce; electronic commerce
2. media, press , shipping , oilmagnate; movie, media, shippingmogul; property , softwaretycoon
3. be a success, a successful entrepreneur, to succeed in business
4. make a profit, a profitable business, the profitability of the company, non-profit establishment
5. refer to special literature, make up references
6. areliable car, the reliability of transport, a reliable partner
7. to encourage exporters, an encouraging action, government encouragement
8. the founder of a company, the foundation of the firm
9. theemployees of the company, unemployed people, growing unemployment
10. incompetition, competing companies, an overseas competitor, at a competitive price
Задание 4. Переведите предложения, обращая внимание на выделенные слова.
1. People in charge of big business may be referredto, especially by journalists, as magnates, moguls, tycoons. 2. There is a lot of discussion about whether people like this are born with leadership skills, or whether such skills can be learned. 3. In case of corporation one can speak of: corporate culture, corporate headquarters, corporateimage, corporate ladder, corporatelogo, corporate profits.4. Entrepreneurial is used in a positive way to describe the risk-taking people who do this, and their activities.5.Non-profitorganizations are also called charities, and form the voluntary sector, as they rely heavily on volunteers (unpaid workers). 6.Competition is an activity of trying to sell more and be more successful.
Задание5. Вставьте слова (даны ниже), необходимые по смыслу.
1. A person who takes a risk to create a new product or to develop a better way to operate a business is called … . 2. To be … in business means to be in the right place at the right time. 3. Ford’s first attempt to enter the mass market was well accepted by the public but was not a … success. 4. Many entrepreneurs start their businesses as sole proprietorships or … . 5. The selection and training of … is a continuous process in every large organization. 6. A partnership is a business organization … by two or more people who share ownership and control over business. 7. Partners bring more money to a business, which increases its opportunities to grow and …. 8. Ownership of a corporation is represented by shares of stock, so … are its owners. 9. Stockholders can enter or leave a corporation at will by buying or selling … of stock.
(partnerships, commercial, employees, an entrepreneur, a success, shares, succeed, stockholders, owned, corporation)
Задание 6. Завершите предложения, используя информацию текста.
1. American companies donate around $500 million a year to charities …
2. She organized fund- rising …
3. Voluntary sector employees earn five to ten per cent …
4. Non-profit organizations are not to be confused …
5. Research shows that volunteers give the best service …
a. with loss-making companies!
b. in cash and, increasingly, as goods, services and time.
c. parties for the charity.
d. when they are helping people in their own social class.
e. less than they would in the private sector.
Задание 7. Прочитайте текст и выполните следующие задания:
a. Ответьте на вопросы.
b. Найдите в тексте слова, о значении которых можно догадаться(интернациональные слова).с. Выпишите их и вспомните, какие производные от этих слов(или словосочетания) вы знаете.
1.Business is the activity of producing, buying and selling goods and services. A business company or a firm sells goods or services. A company may be called an enterprise, especially to emphasize its risk-taking nature. An entrepreneur is someone who starts or establishes his own company. Someone who starts a business is its founder. A company is also called a firm or a business. A manufacturer (or manufacturing company) produces goods. The goods it makes are its products. If a manufacturing company expands, it usually increases production. The expansion of a firm means it can produce more goods or sell more of its products. If the company needs to increase its labour force, it tries to recruit new workers to work on the shop floor they might undertake a recruitment programme and they will hire workers who apply for jobs.
2.A company which sells goods in large quantities (in bulk) is called a wholesale distributor (or wholesaler). A company or person buying goods and selling them in small quantities is a retailer. Most local shops are retailers and sell goods in retail. Two or more companies which sell or manufacture the same product are competitors (or rivals). They are in competition and they compete for customers. Competition is an activity of trying to sell more and be more successful.
3.Businesses vary in size, from the self-employed person working alone, to the large multinationals with activities in different countries. Large companies are referred to as big business. A large company, especially in the US, is a corporation. Money-making business activities are described by the adjective ‘commercial’: commercial airline, commercial artist, commercial television, commercial disaster. A large company owned by one person or family is a business empire. Often a business is small and is owned by one man. The owner is called a sole proprietor while the business is a sole proprietorship. Sometimes two or more people own and run a business. This is called a partnership. People who invest money in a business are called investors or backers. All the investors in a limited company have limited liability. An investor in a limited company is a shareholder.
4.In 1970s Britain, there were state-owned companies in many different industries such as car manufacturing and air travel. Some industries had been nationalized and were entirely state-owned, such as coal, electricity and telephone services. In the 1980s, the government believed that nationalized companies were bureaucratic and inefficient, and many of them were privatized and sold to investors. The establishment of free or private enterprises owned by individuals was risky but encouraging people to make money and not rely on the government.
5.The companies with ‘social’ aims such as helping people who are sick or poor, or encouraging artistic societies, are non-profit organizations. They are usually managed by paid professionals, and they put a lot of effort into fund-raising, getting people to donate money to the organization in the form of donations.
Задание 8. Расположите предложения в порядке предъявления информации в тексте.
1. The companies which help the poor are donated.
2. An entrepreneur is someone who starts or establishes his own company.
3. The aim of big business is money-making.
4. National companies were found inefficient and were sold to investors.
5. The other two forms of business are corporation and sole proprietorship.
Задание 9. Подберите определения словам в левой колонке.
| 1. a partnership 2. a corporation 3. self-employed 4. a private enterprise 5. an entrepreneur 6. business 7. commercial 8. the founder 9. retailer 10. wholesaler | a. a person working for himself b. a person 9or a company) selling goods in small quantities c. a company with limited liability d. the organization with no shares e. the one who establishes the company f. a person (or a company) selling goods in big quantities g. a money-making organization h. someone who starts or establishes his company i. the activity of producing, buying or selling goods or services j. a company owned by an individual |
Задание 10.Закончите предложения, используя информацию текста.
1. Nationalizedcompanieswere …
2. Businesses vary in …
3. The establishment of enterprises …
4. State-owned companies were …
5. The one who sets up …
Задание 11. Поставьте вопросы к выделенным словам.
1. Sometimes two or more people own and run a business.They are called partners.
2. Large companies are referred to as big business.
3. People who invest money in a business are called investors or backers.
4. Business is the activity of producing, buying and selling goods and services.
5. The companies with ‘social’ aims are non-profit organizations.
6. The establishment of free or private enterprises owned by individuals is risky.
Задание 12. Составьте рассказ о бизнесе, ответив на вопросы:
1. Whatisbusiness?
2. When do we say that a company is in business?
3. Which types of businesses are there? How do they differ?
4. What’s the difference between commercial and non-profit enterprises?
5. Who do you call an entrepreneur?
6. Who do we call a distributor, a wholesale distributor, a retailer?
7. What’s the difference between retailer and wholesaler?
8. Why must a company be competitive? Who do we call competitors?
Lesson 2.BUSINESSLEADERS(management)
Задание 1. Произнеситеслова, обращаявниманиенапроизношение ударных гласных:
a. pay, train, lead, chief, chair,skill, major, board, rise, care, goal, deal, post, let
b. level, operate, labour, flexible, rigid, humour, insight, schedule
c. appoint, position, promote, negotiate, subordinate, executive, particular, department, decision, provide, create
d. personnel, experience, coherence
Задание 2. Используя словарь, изучите слова(данные ниже)и их производные. Заполните таблицу, подразделяя слова на части речи, например:
| глагол | существительное | прилагательное | наречие |
| promote(v) | promotion (n) promoter (n) | Promotional (adj) |
a. pay (v) – payment (n) – payable (adj)
b. lead (v) – leader (n) – leadership (n)
c. appoint (v) – appointment (n) – appointed (adj)
d. recruit(v) – recruit (n) – recruitment (n) –recruiter (n)
e. negotiate (v) – negotiation(n)
f. execute (v) – execution (n) – executive (adj)
g. particular (adj) – particularly (adv)
Припомощисловарясоставьтеаналогичнуютаблицудлядругихслов:operate, flexible, rigid, deal, experience, decide, provide, skill, create
Задание 3. Переведите словосочетания на русский язык, обращая внимание на значение выделенных слов.
make an appointment, appointedmanager, recruiting agency, leadership skills, terms of payment, enter into negotiations, an executive body, particular problems, the promotion of a person, top position, management styles, personnel department, the leading manufacturer, chief executive officer
Задание 4. Переведите предложения, обращая внимание на выделенные слова и словосочетания.
1. We have a system of total quality management (TQM), including quality circles: groups of employees who met regularly to suggest improvements.
2. Jim, the production manager at an electricity power station in the UK says that they use a system which is called benchmarking to compare their performance to other power stations.
3. They completely redesigned all their processes in management, administration and customer service.
4. They eliminated three levels of managementand installed new computer system.
Задание 5. Вставьте слова(даны ниже), необходимые по смыслу.
1. I’m a freelancegraphic designer, a freelancer. That means I work for myself – I’m…. To use the official term, I’m a sole trader.
2. We have set up our own architecture…. There are no… in the organization apart from us, the partners. A lot of professional people like lawyers, accountants and so on, work in partnerships.
3. I’m the … director and main shareholder of a small electronics company in Scotland called Advanced Corporation Ltd. ‘Ltd’ means limited company. The other shareholders and I have …: we do not have to use our personal property, such as a house or car, to pay the company’s debts.
4. I’m the chief … of a British company called Megaco PLC. ‘PLC’ means public limited company, so anybody can buy and sell … in Megaco on the stock market.
5. I’m CEO of Bigbucks Inc. ‘Inc’ stands for Incorporated. This shows that we are a … , a term used especially in the US for companies with limited liability.
(managing, corporation, shareholders, shares, limited liability, self-employed, executive, partnership)
Задание 6. Прочитайтетекстивыполнитеследующиезадания:
a. Ответьтенавопросы.
b. Найдитевтекстеслова, означениикоторыхможнодогадаться(интернациональные слова).с. Выпишите их и вспомните, какие производные от этих слов (или словосочетания) вы знаете.
A.
1. Thepeoplewhorunacompanyareknownasthemanagement. Successfulbusinesspeople, especiallyheadsoflarge organizations, are business leaders. The management is made up of individual managers. The managers are usually appointed to their posts (or positions) by the board of directors. All the directors together are the Board.
2. If a manager isappointed to a higher position/post in the firm, he is promoted. When someone is promoted he usually receives a pay rise. The selection, training and promoting of employees is a continuous process in every large organization. Most companies center this in a personnel department. In large companies, personnel management also involves recruiting and training administrators and negotiating with labor unions.
3. Non-executive directors are not managers of the company; they are outsiders who have particular knowledge of the industry or particular areas. These people head up their departments (Sales Dep., Research and Development Dep., Finance (Accounting) Dep., Personnel Dep., etc.). An executive is usually a manager at quite a high level. In the US, the top position is are often combined with the position of chief executive officer or CEO. Some companies have a chief operating officer who takes care of the day-to-day running of the company.
B.
1. In large organizations, leaders should spend no more than ten hours a day in their offices. The rest of the time, they should be out with their people, talking to lower-level and getting their feedback on problem areas. They should be making short speeches and handing out awards. They should be travelling widely throughout their organizations.
2. The best leaders are those whose minds are never closed and who are eager to deal with new issues. Leaders should not change their minds too frequently after a major decision has been made, but if they never reconsider, they are beginning to show a degree of rigidity and inflexibility that creates problems for the organization.
3. Executives must discipline their schedules, their post, their telephones, their travel schedules and their meetings. Staying busy and working long hours are not necessarily a measurement of leadership effectiveness.
4. Leaders may run efficient organizations, but they do not really serve the long-term interests of the institution unless they plan, set goals and provide strategic perception.
5. The leader must be willing to teach skills, to share insights and experiences, and to work very closely with people to help them mature and be creative.
6. Leaders should let people know that life is not so important that you can’t sit back occasionally and be amused by what is happening. Humourcan be a great reliever of tension.
7. Reliability is something that leaders must have in order to provide stability and strength to organizations. Leaders must be willing to be flexible but consistency and coherence are important elements of large organizations.
8. Leaders must not only understand the major elements of their businesses but also must keep up with the changes.
9. Leaders should be able to look at themselves objectively and analyze where they have made mistakes and where they have disappointed people.
Задание 7. Расположите предложения в порядке предъявления информации в тексте.
A.1. Managers run the company.
2. Selection and training employees is centred in a personnel department.
3. Individual managers make up the management of the company.
B. a. Aleader should be a good teacher and a communicator.
b. A leader must manage time and use it effectively.
c. A leader must have technical competence.
d. A leader must provide vision.
e. A leader must be visible and approachable.
f. Leader should be introspective.
g. Leaders should be dependable.
h. Leaders should be open-minded.
i. Leaders should have a sense of humour.
Задание8. Подберите определения к словам в левой колонке.
| 1. management 2. board of directors 3. a personnel department. 4. a promoted manager 5. labour union 6. CEO. 7. chief operatingofficer | a. appointed to a higher position/post b. the workers of the same profession c. chief operating officer d. chief executive officer e. the collective name for directors f. those who are in recruiting and training employees g. the people who run a company |
Задание 9. Завершите предложения, используя информацию текста.
1. The managers are usually appointed …
2. All the directors together …
3. When someone is promoted …
4. Some companies have a chief operating officer …
5. Successful business people …
a. he usually receives a pay rise.
b. are the Board .
c. who takes care of the day-to-day running of the company.
d. are business leaders.
e. to their posts (or positions) by the board of directors.
Задание 10. Закончите предложения.
1.Leaders run efficient organizations if …
2.Leaders must be reliable have in order to…
3.If leaders are able to look at themselves objectively they …
4.Leadership effectiveness is not measured by …
5.Leaders should spend much time a day to …
6.If the leaders never reconsider, they are beginning to show …
7.Humour is necessary to …
8.The best leaders never …
9.Leaders must understand the major elements of their businesses and …
Задание 11. Поставьте вопросы к выделенным словам.
1. Board of directors is a collective name for all directors of the company.
2. Top managers usually refer to highest level of management.
3.The work of middle managers and day-to-day managers involves everyday activities.
4. Every manager deals with his particular tasks.
5. Line managers are involved in the same sphere of activity.
6. There aredifferent departments within a company: a Sales department, a Finance department, a Research and Development department, a Personnel department, a Production department and others.
7. Managers are as many as there are departments in the company.
Задание 12. Изучив структурную схему построения компании, опишите ее. Приописаниикомпаниииспользуйтесловаисловосочетания: board of directors, top manager(s), middle manager(s), line manager(s), day-to-day management, department, the work of the manager involves …, the manager deals with …, consist of.
Задание 13. Заполните таблицу на основе информации, представленной служащими фирмы. Расскажите о структуре компании.
1. My name is Montereo and I’m president and CEO. We have excellent people on our board, including two who are not involved in the day-to-day running of the company.:Gomi and John.
2. My name is Smith and it’s my job to look after the accounts and balance the books. I work closely with Chang and Roberts, as they tell me what their departments need marketing and research, and I allocate them an annual budget.
3. My name is Dawes and I head up personnel, on the same level in the company as Chang and Roberts.
| Montereo | Non-executive director ___________________ | ___________________ |
| __________ | ________________ ________________ | ___________ ____________ | __________ __Dawes__________ |
Задание14 .Составьте рассказ об управленческой деятельности, ответив на вопросы:
1.How is management made up? What is its function?
2. What does a manager do?
3. How can you characterize a manager? What are the features a manager should possess?
4.There are different kinds of managers, aren’t there?
5. What does a Production manager (personnel manager, Rand D manager, sales manager, advertising manager, etc…) do?
6.Could you make a manager?
Lesson 1.MARKETING
Задание 1. Произнеситеслова, обращаявниманиенапроизношение ударных гласных:
a. range, lean, pack, price, sell, sale, lose, client, way, stock, store, item, order, buy
b. customer, marketing, benefit, offer, target, advertising, satisfy, forecast, research, package, survey, service, purpose
c. technique, convenient, distribute, promote, campaign, require, deliver, aсquire, attract, consumer
d. persuasion, acquisition, engineering, questionnaire
Задание2. Используя словарь, изучите слова и их производные. Заполните таблицу, подразделяя слова на части речи, например:
| Глагол (v) | Cуществитель- ное (n) | Прилагатель-ное(adj) | Наречие (adv) |
| 1. benefit | benefit, beneficiary | beneficial | beneficially |
a. benefit (v) – beneficial (adj) – beneficiary (n)
b. target (v) - targeted (adj) - target (n)
c. acquire (v) – acquisition (n)
d. technique (n) – technology (n) – technical (adj)
e. engine (n) – engineering (n) – engineer (n)
f. deal (v) – dealer (n) – deal (n)
g. persuade (v) – persuasion (n) – persuasive(adj)
h. distribute (v) – distribution (n) – distributor (n)
i. promote (v) – promotion (n) – promotional (adj)
j. require (v) – requirement (n)
k. purchase(v) – purchase (n) – purchaser (n)
Припомощисловарясоставьтеаналогичнуютаблицудлядругихслов: service, deliver, sell, pack, satisfy, purpose, research.
Задание 3. Переведите словосочетания на русский язык, обращая внимание на значение выделенных слов.
satisfy customer needs, a set of techniques, marketing mix, range of goods, convenient location, persuasion of consumers, a profitable offer, lean manufacturing, acquisition of customer needs, engineering new models, target customers, a battery of advertising, to meet the needs (demands), make a marketing research, meet the requirements of customers
Задание 4. Переведите предложения, обращая внимание на выделенные слова.
"Products" are the things that you sell to people. You might also have a service that they’ll pay for as your product. Having the right product for your target market requires knowing what they need and want.
"Price" is pretty self-explanatory but it’s very important to your success. Price something too high and you may never sell a single item of it. Price it too low and you can lose money on every sale. So you want to price it attractively so that you can sell it to your clients and they’ll feel good about the purchase.
"Place" refers to how you get your product to your customer. You’ll probably want to order and stock it and sell it directly from your business. In other cases you need to make sure that it’s delivered to them and is what they expected when they bought it.
Задание 5. Изменитеструктурусказуемого,сохранивприэтомегосмыслвсоответствиисобразцом:Advertising is an essential part of marketing a product and is used (to use) to inform people about products and services.
1. People ________ (persuade) to buy products for different reasons.
2. Sometimes they _________ (convince) by the hope that the product will improve their appearance.
3. Oftenthey ________ (make) to believe that a particular service is somehow better than any other.
4. Often, a product _______ (purchase) simply because it _______ ( need) in the home.
Задание 6. Вставьте слова, необходимые по смыслу.
1.What is ‘the marketing mix’? It consists of ‘the four P’s’: providing the customer with the right P… at the right P…, presented in the most attractive way (P…) and available in the easiest way (p…) .
2.What is ‘a product’? A product is not just an assembled set of components: it is something customers buy to … a … they feel they have. The … and the … of the product are as important as its specification.
3.What is ‘price’? The product must be priced so that it competes effectively with … products in the same market.
4.What is ‘promotion’? The product is presented to customers through advertising (TV commercials, …, etc.), packaging (design, …, etc), publicity, P.R. and personal selling.
5.What is ‘place’? Your product must be available to customers through the most … in suitable retail …, or by … .
( satisfy, price, product, need, design, promotion, image, place, competing, end-users, posters, labels, distribution, outlets, mail-order)
Задание 7. Прочитайте текст и выполните последующие задания:
а. Найдитевтекстеслова, означениикоторыхможнодогадаться(интернациональные слова).b. Выпишитеих и вспомните, какие производные (или словосочетания) от этих слов вы знаете.
Marketing is the process of planning, designing, pricing, promoting and distributing ideas, goods and services, in order to satisfy customer needs, so as to make a profit. Companies point out how the special characteristics or features of their products and services possess particular benefits that satisfy the needs of the people who buy them. Everything marketers do is designed to meet the needs of the market. The function of marketing is the sale and distribution of the firm's goods or services to the public. Most products have many different groups of potential customers, and each may want a product that is different in some way. The company must decide what groups it wants to serve and how best to reach them. Marketing also includes advertising.
Marketing is two things. First, it is a strategy and a set of techniques to sell an organization’s products and services. This involves choosing target customers and designing a persuasive marketing mix to get them to buy. The mix may include a range of brands, tempting prices, convenient sales outlets and a battery of advertising and promotions.
The second, and by far more important concept of marketing, focuses on improving the reality of what is an offer. It is based on understanding customer’s needs and developing new solutions which are better than those currently available. Doing this is not a marketing department problem, but one which involves the whole organization. For example, the Rover to beat Mercedes for the customer’s choice involves engineering new models, developing lean manufacturing processes, and restructuring its dealer network. Thus, creating company-wide focus on the customer requires the continual acquisition of new skills and technology.
In designing products and services, market research – finding out what people want – is of course very important. This may involve questionnaires or surveys, with questions about what people buy and why, perhaps with interviews in the street or by telephone. The researchers will make sales forecasts and estimate how many products will be sold.
The four Ps of marketing are: product – deciding what to sell, price – deciding what prices to charge, place – deciding how it will be distributed and where people will buy it; promotion – deciding how the product will be supported with advertising, special activities, etc. A fifth P which is sometimes added is packaging: all the materials used to protect and present a product before it is sold. Mix, the activities that you have to combine successfully in order to make the four Ps a useful summary of the marketing sell.
Задание 8. Расположите предложения в порядке их следования в тексте.
1. The function of marketing is to meet the needs of customers.
2. The concept of marketing includes improving the offers of currently available goods.
3. Marketing research is aimed at making sales forecasts.
4. The strategy of selling company’s products and services is one of the important characteristics of marketing.
5. The activities of marketing which are to be combined are called a marketing mix.
Задание 9. Подберите определения словам в левой колонке.
| 1. range of goods 2. marketing 3. marketing research 4. the four Ps of marketing 5. survey 6. sale forecast | a. estimation how many products will be sold b. the process of planning, designing, pricing, promoting and distributing c. finding out what people want d. questioning what people buy and why e. product, price, place and promotion |
Задание 10. Закончите предложения, используя полученную в тексте информацию.
1. In order to satisfy customer needs … .
2. … the sale and distribution of goods and services of the company.
3. Choosing target customers is … .
4. Marketing mix is … .
5. The whole organization is involved into … .
6. Market research is … .
7. What people buy and why are the questions … .
8. The four Ps of marketing include … .
9. "Promotion" is how you let people know. ..
10. The purpose of promotion is …
11. Promotion includes …
12. If people know what they can use your product for …
13. Marketing is …
a. companies should know which special characteristics or features of their products and services are beneficial for customers.
b. Market research is aimed at …
c. designing a persuasive marketing mix to get them to buy
d. a range of brands, tempting prices, convenient sales outlets as well as much of advertising and promotions.
e. questionnaires or surveys, with questions about what people buy and why.
f. finding out what people want.
g. to estimate how many products will be sold.
h. product, place, promotion and price.
i. the creative process of satisfying customer needs.
j. to get people to know what your product is, what they can use it for, to make them really want your product.
k. many of the things, like advertising and personal sales calls.
l. they will buy it.
m. what you’ve got for sale
Задание 11. Вставьтеслова(даны ниже),необходимыепосмыслу.Расскажите, какаяинформацияорынкепредставленавтексте.
1. A series of advertisements for a particular company or product is called an…campaign. A person or business that advertises is an …. An organization that designs and manages advertising campaigns is an…agency. There are different advertising media such as classified …in newspapers or magazines, open air hoardings (Br E) or Billboards (Am E), display advertisements, TV commercial, special display and neon signs, the Internet..
2. A wholesale or shop selling a particular product, such as cars, is a … .Wholesalers and retailers are… and are sometimes disapprovingly called middlemen.
3. Having the right product for your … market (that’s the people or businesses you want to sell to) requires knowing what they need and want.
4. In any case, you should control the product, place, … and promotion of what you’re offering for sale. Your marketing … should be something you pay careful attention to because that’s how your business will succeed.
5. We … our mailing lists very carefully: for example, we don’t send mailshots for garden tools to people who live in apartments.Market …– finding out what people want – is of course very important. This may involve questionnaires or … , with questions about what people buy and why.
6. …is all the activities supporting the sale of a product, including advertising. A promotion describes: a special … ,such as a discount or reduced price; free …: a small amount of the product to taste or try; a free …: given with a product; …with prizes.
(competitions, advertisements, sample, offer, gift, distributors, advertising(2), wholesalers, advertiser, target(2), promotion, mix, research, surveys, advertised, price)
Задание12. Ответьтенавопросы.
1. How can you define marketing?
2. What is the main function of marketing?
3. What is the marketing mix?
4. What is marketing research for?
5. What does marketing research include?
Задание 13. Разверните предложения в высказывания.
1. Marketing means different activities to satisfy customers’ needs.
2. There are two essential characteristics of marketing.
3. A strategy of selling a company’s products and services involves designing a persuasive marketing mix to get the consumers to buy the goods.
4. Marketing focuses on the better product offer to the customers.
5. The continual acquisition of new skills and technology is required to improve the currently available goods.
6. The market research involves questionnaires to make sales forecasts.
Lesson 2.DISTRIBUTION
Задание 1. Произнеситеслова, обращаявниманиена произношение ударных гласных:
a. title, charge, range, channel, retail, product, earn, own
b. wholesale, middleman, simplify, purchase, product, process, ultimate, franchise, salary
c. extend, commission, supply, negotiate, machine, finance, perform
d. guarantee, distribution
Задание 2. Используя словарь, изучите слова и их производные. Заполните таблицу, подразделяя слова на части речи, например:
| Глагол(v) | Существительное (n) | прилагательное (adj) | Наречие(adv) |
| simplify | simplification, simplicity | simple, | simply |
1. simplify (n) – simplification (n) – simple (adj)
2. distribute (v) – distribution (n) – distributor (n) – distributional (adj)
3. supply (v) – supplier (n) – supply (n)
4. extend (v) – extension (n)
5. wholesale (v) – wholesaler (n) – wholesale (n)
6. retail (v) – retailer (n) – retail (n)
7. negotiate (v) – negotiation (n) – negotiator (n)
8. earn (v) – earning (n)
9. purchase (v) –purchaser (n)
10. store (v) – storage (n) – stored(adj)
Задание 3. Подберитеопределениясловамвлевойколонке.
| 1. distributor 2. retailer 3. wholesaler 4. storage 5. purchasing 6. competitor | a. a person (or company) producing the same product b. a person (or company) buying and selling things in big quantities c. keeping things in warehouses d. a person (or company) buying and selling things in small quantities e. someone who markets your product f. the activity of buying things |
Задание 4. Переведитесловосочетания на русский язык, обращая внимание на значение выделенных слов.
ultimate consumer, chain of distribution, indirect channel, consumer goods, vending machine, negotiate purchases, mail-order houses, extending credit, line retailer, retail establishment, discount house cooperatives, line of goods, after-sales service, supply and demand , storage function, operate through stores.
Задание 5. Переведите предложения, обращая внимание на выделенные слова.
You want the consumers to think of you whenever they’re thinking about your product. Your competitors may be wonderful people, kind to children and always good neighbors. But you want the customers who are looking for the product to know that you can do it better for them than your competitors can. Maybe you can do it cheaper. Maybe you’ve got a better product. Maybe you’ve got it in stock and they don’t. Maybe they’ll have more fun buying it from you and you’ll provide the customer service that makes them feel special and lets them be worried free when they purchase from you.
Задание 6. Прочитайте текст и выполните последующие задания:
а. Найдитевтекстеслова, означениикоторыхможнодогадаться(интернациональные термины).b. Выпишите их и вспомните, какие производные от этих слов (или словосочетания) вы знаете.
Wholesaling is part of the marketing system which provides channels of distribution that are used to bring goods to market. Most manufactured consumer goods are marketed through the indirect channel. This may be from the manufacturer to the wholesaler to the consumer or through the more complicated channels. However, in general, wholesalers deal in products that are to be resold to consumers. A direct channel moves goods from the manufacturer or producer to the consumer. Wholesaling is most a field of small business. Wholesalers simplify the process of distribution. Two-thirds of the wholesaling middlemen own the goods they deal in. There are also agent middlemen who negotiate purchases or sales or both, but are not owners of the goods they deal in. These agents don’t earn salaries, they receive commission.
Retailing is selling goods and services to the ultimate consumer. The retailer is the most expensive link in the chain of distribution. As middlemen they make their profit by charging the customer from 25% to 100% more than the price they paid for a given item. Most retailers operate through stores, but there are also mail-order houses and vending machine operators. Retail stores range from department stores, discount houses cooperatives and franchises to single line retailers. Nowadays many single line stores take on a great variety of supplied goods.
The retailer performs many needed functions. First he may provide a convenient location. He also guarantees and provides an after-sales service. Third, the retailer helps to promote the product, often through displays, advertising or sales people. Fourth, the retailer may finance the customer by extending credit. Further, the retailer performs a storage function in his outlet, by having goods available.
Задание7.Расположите предложения в порядке их следования в тексте.
1. The retailer provides many needed functions.
2. Retail distribution has a variety of outlets.
3. There are direct and indirect channels of distribution of goods.
4. Middlemen are not mostly the owners of goods they deal in.
Задание 8. Завершите предложения, используя информацию текста.
1. Wholesalers simplify…
2. The retailer is …
3. Most manufactured consumer goods …
4. Agent middlemen who negotiate purchases …
5. Retail stores range …
6. The retailer performs …
7. The other functions of the retailer are: …
a. but are not owners of the goods they deal in.
b. from department stores to single line retailers.
c. promotion and storage of the products.
d. are marketed through the indirect channel.
e. the most expensive link in the chain of distribution.
f. provides a convenient location, guarantees and provides an after-sales service.
g. the process of distribution.
Задание 9. Вставьте слова(даны ниже),необходимые по смыслу.
1. A wholesaler usually deals with … .
2. Bothe direct and indirect … of distribution are used.
3. An ordinary supermarket may … thousands of items.
4. … simplify the problem of manufacturers.
5. If you buy a product you will not resell, then you are a … .
6. A retailer is a … between he wholesaler and the consumer.
7. The shop will repair the radio since you have the … that came with it.
8. The … is the most expensive link in the chain of distribution.
(channels, after-sales service, retailers, middleman, the retailer, customer, stock, customer, wholesaling)
Задание 10. Ответьте на вопросы.
1. Whatisretailing? Wholesaling?
2. Whataredirectandindirectchannelsofdistribution?
3. Wholesaling simplifies the process of distribution, doesn’t it?
4. What are the types of retail stores?
5. How can a retailer serve the customer?
6. How can a retailer serve a manufacturer?
7. Why is the retailer the most expensive link in the chain of distribution?
8. What are the functions performed by retail outlets?
| THIS WEEK ONLY! All Sports Shoes Reduced (from 20% off) Range of models In all TREADS models save an additional 15% off sales prices |
Задание 11. Прочитайте рекламные объявления и выпишите фразы, относящиеся к:
Внешнему виду товара
Выбору товара
Гарантийному обслуживанию
Качеству
Цене
| STONY 32-in High-Definition 4-speasker stereo sound system 3 yr. warranty Regular price $900 TODAY ONLY $810 |
Задание12.Ответьтенавопросыотносительнотоваравобъявлениях
1. What products / services are these advertisements trying to sell?
2. What age group(s) and socioeconomic group(s) are they aimed at?
3. How effective do you find the advertisements?
Задание 13. Обсудите рекламу, которая привлекла ваше внимание. При необходимости используйте фразы данные ниже.
This ad appeals to me because … I find it attractive because of …
I like the graphics and … It gives me a sense of … Itmakesmethinkof…
Задание 14. Обсудите ситуацию с запуском нового продукта на рынок. Рассмотрите разные аспекты ситуации, такие как:
1. Analyze marketing demands from customers. Discuss them with your production manager.
2. Study the competing products on the market.
3. Study possible channels of distribution in detail. See the sales manager to discuss them.
4. Meet with advertising agency to discuss new advertisements for the company’s product.
5. Write a letter to contact newspapers to advertise a new product.
Задание15. Рекламируя товар, попытайтесь убедить слушателей в необходимости покупки. По возможности используйте фразы из таблицы.
| Persuasivelanguage | Attractive sounding adjectives and phrases |
| You really must … You really ought to … Youshouldtry … | Long-lasting / durable / tough Delicious / tasty / mouth-watering Safe / secure / guaranteed Cheap / inexpensive / unbeatable price Convenient / comfortable / simple to use |
Lesson 1.MAKINGTHINGS
Задание 1. Произнесите слова, обращая внимание на произношение ударных гласных:
a. stock, store, wages, launch, labour, craft, shop, fault, waste, type
b. warehouse, wholesale, retail, output, shortage, knowledge, service, quantity, industry, specialized, salary, customer, excess, input
c. produce, capacity, finance, design, sophisticated, negotiate, equipment
d. employee, machinery,transformation, sophistication
Задание2. Используя словарь, изучите слова и их производные. Заполните таблицу, подразделяя слова на части речи, например:
| Глагол (v) | Cуществитель-ное (n) | Прилагательное (adj) | Наречие(adv) |
| exceed | excess | excessive | excessively |
1. stock (v) – stockholder(n) – stock (n)
2. store (v) – storage (n) – store (n)
3. produce (v) – produce (n) – production (n) – productive (adj) – productivity (n)
4. handle (v) – handled (adj)
5. effect(v) – effect (n) – effective (adj) – effectively (adv)
Припомощисловарясоставьтеаналогичнуютаблицудлядругихслов: shortage, launch, industry, equip,transform, operate, sophisticate, specialize
Задание 3.Переведите словосочетания на русский язык, обращая внимание на значение выделенных слов.
at full capacity, product launch, excess capacity, manufacturing company, British-manufactured goods, lean production, assembly plant, goods in stock, finished goods, skilled workers, negotiate the order, storage payment, handling charges, assembly line, labour-intensive production
Задание 4. Переведите предложения, обращая внимание на выделенные слова.
1. Produce refers to agricultural products such as crops or fruit.
2. If I the plant is producing the maximum amount of goods t, it is working at full capacity.
3. If the organization is producing more than what is needed, there is overproduction or: excess capacity, spare capacity, overcapacity, surplus capacity.
4. Products that are being made are work-in-progress.
5. The workers are normally paid wages for working a certain number of hours each week.
6. If a worker works more than his required number of hours, he works overtime, and he is paid at overtime rates.
7. If there is a labour problem or industrial unrest, the union shop steward might enter into negotiations with the management on behalf of the workers.
Задание 5. Вставьте слова(даны ниже), необходимые по смыслу.
a. Steve is head of car production at a… . At his plant on the assembly line skilled workers mass-produce cars. The plant is highly automated: they use a lot of machinery. This … is expensive to buy but very cost-effective. They use industrial robots. These robots are part of the CADCAM (system of computer-assisted design and …).
b. Luke has a little workshop where he … furniture ordered by individual … .We don’t use machinery; the furniture is hand-made. Producing furniture like this is a …industry. It’s very labour-intensive: it takes a lot of work to produce each piece. Many people dislike the furniture that big companies churn out in large numbers on their …lines, so we have a lot of customers’.
(customers, assembly line , craft, manufacturing plant, produces, production, manufacturing, equipment)
Задание 6. Поставьте вопросы к выделенным словам.
1. Making things efficiently, cheaply and without waste is called lean production.
2.The men working on the shop floor in the factory operate the machinery.
Задание 8. Прочитайте текст и выполните следующие задания:
а. Найдите в тексте слова, о значении которых можно догадаться (интернациональные слова). b. Выпишитеих и вспомните, какие производные (или словосочетания) от этих слов вы знаете.
Something which is made or served to be sold is known as product. Products are produced or manufactured. A company or a country that produces something is a producer of it. A company that manufactures something is a maker or manufacturer of manufactured goods.
Production is the transformation of raw materials into goods and services that are sold to other businesses or to the consumer. Making things efficiently and as cheaply and quickly as possible and without waste is called lean production. In a wholesale or retail business, the purchase of articles for resale takes the place of production.
Productivity is a measure of how much is produced in relation to the number of employees. Output is the number or type of things that a plant, a company, industry or country produces. The maximum amount that a particular plant, company or industry can produce is its capacity. If far too many things are produced, there is a glut of these things. If not enough goods are being produced, there is a shortage.
Product launch is the moment when the product is officially made available for sale. This is the ‘big moment’. If a design effect or design fault is found in a product after it has been launched, the company may have to recall it, asking those who have bought it to return it, perhaps so that the defect can be corrected.
Materials and parts are just some of the inputs. The others are labour (workers and managers) and capital (money). Knowledge is also important if manufactures want to be leaders in technology. At any one time, manufactures have goods worth millions of dollars in their factories and warehouses: the products that have been made – the finished goods and materials and components. Quantities of raw materials, components, work-in-progress and finished goods in a particular place are stocks. Of course, it costs money to keep components and goods in stock: stocks have to be financed (paid for), stored (perhaps in special buildings: warehouses) and handled (moved from one place to another).
The men who actually produce the goods in the assembly plant (or factory) are known as the workers (or labour force). The men working on the shop floor in the factory operate the machinery (or equipment). Workers who have specialized skills or who are trained to operate sophisticated equipment are called skilled workers.
Задание 9. Расположите утверждения данные ниже в той последовательности, в какой они даны в тексте.
1. There are three important components of production.
2. To keep things in stock needs money.
3. The transformation of raw materials into goods and services is called production.
4. The maximum capacity to be produced is the capacity of the plant.
5. Workers are specially trained to operate sophisticated equipment.
Задание 10. Подберите определения к словам в левой колонке.
| 1. production 2. warehouse 3. lean production 4. assembly plant 5. skilled workers 6. product 7. productivity | a. operate sophisticated machinery b. production line c. special place to keep components and goods d. a measure of how much is produced e. something to be sold or served f. making things quickly, cheaply and without waste g. specially trained workers |
Задание11. Закончитепредложения, используяинформациютекста.
1. Workers who have specialized skills …
2. A company that manufactures something …
3. The type of things that a plant …
4. The company may have to recall …
5. There is a shortage …
6. Stocks have to be …
a. if not enough goods are being produced.
b. a maker of manufactured goods.