Дайте описание того, чем занимается каждый отдел компании.
| chairman/chairwoman chief executive/managing director |
| Chief financial officer/finance director | Marketing director | Human resources director | IT director | Research director |
| Accounts department manager | Sales manager | Customer service manager |
| Line managers (in different branches) |
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?
UNIT II.MARKETINGAND DISTRIBUTION
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?
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Задание 11. Прочитайте рекламные объявления и выпишите фразы, относящиеся к:
Внешнему виду товара
Выбору товара
Гарантийному обслуживанию
Качеству
Цене
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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 |