О.М. Буренкова, Л.М. Хамитова

Факультет менеджмента

О.М. Буренкова, Л.М. Хамитова

IN THE WORLD OF MANAGEMENT

Учебное пособие по английскому языку для студентов II - III курсов факультета менеджмента

Набережные Челны – 2007

УДК 802.0(075.8)

ББК 81.2я7

Печатается по решению Секции социально-экономических дисциплин

Учебно-методического совета

Института экономики, управления и права (г. Казань)

Буренкова О.М., Хамитова Л.М.

In the world of management: Учебное пособие по английскому языку для студентов II - III курсов факультета менеджмента. – Казань: Издательство «Таглимат» Института экономики, управления и права, 2007. – 54 с.

 

Обсуждено и одобрено на заседании кафедры иностранных языков.

 

Данное учебное пособие предназначено для студентов II – III курсов факультета менеджмента, а также для всех, кому необходимо освоение специальной лексики, открывающей доступ к оригинальным источникам и дающей возможность осуществлять профессиональное общение в сфере менеджмента. Основная цель пособия: овладение терминологией в области менеджмента и ее практическое использование в деловых ситуациях в процессе разговора и делового общения в рамках изучаемой дисциплины.

УДК 802.0 (075.8)

ББК 81.2

© Институт экономики, управления

и права (г. Казань), 2007

© Буренкова О.М., Хамитова Л.М., 2007

 

Предисловие

 

Уважаемые студенты и преподаватели!

Мы рады представить Вашему вниманию учебное пособие для работы в высшем учебном заведении на факультетах или отделениях по специальности «Менеджмент».

Английский язык стал официальным международным языком науки и бизнеса, является частью объективной реальности и не нуждается в доказательствах. Сложнее бывает доказать, объснить студентам, что процесс изучения английского достаточно продолжителен и многотруден и не всегда быстро вознаграждается.

Цель данного учебного пособия – научить студентов факультета менеджмента чтению и анализу литературы по специальности, дать им базисную терминологию для последующего использования в практике делового общения. Учебное пособие основано на оригинальных темах. Тексты достаточно информативны, что позволяет повышению интереса у студентов, как к самим текстам, так и к выполнению заданий; насыщены терминологией из сферы менеджмента, что обеспечивает расширение активного и пассивного словарного запаса и использование этой лексики в заданиях устного и письменного характера. После основного текста следует ряд упражнений и практических заданий, направленных на анализ текста и работу со словарем.

Пособие поможет студентам успешно подготовиться к экзаменам и зачетам. Преподаватели найдут в ней задания различной степени сложности, позволяющие осуществить контроль над усвоением пройденного материала, организовать коллективную и индивидуальную работу студентов на занятиях, в кружках, а также их самостоятельную работу дома.

Пожалуйста, присылайте все Ваши замечания и предложения по адресу: [e-mail].

Итак, остается пожелать удачи и терпения.

 

Good luck!

Содержание

1. MY FUTURE PROFESSION.. 5

2. WHAT IS BUSINESS?. 9

3. THE DEFINITION AND FUNCTIONS OF MANAGEMENT. 13

4. PLANNING.. 17

5. ORGANIZING.. 21

6. DIRECTING.. 25

7. CONTROLLING.. 29

8. MANAGEMENT SKILLS. 33

9. LEADERSHIP AND LEADERSHIP STYLES. 38

10.THE NATURE OF ADVERTISING.. 42

11. MARKETING.. 45

MY FUTURE PROFESSION

There are many interesting and useful professions. It is really not an easy task to make the right choice. I began to think about my future profession at the age of 15. I suppose, since childhood people should try to choose their way in life. If you want to be perfect in your trade, you need to pay more attention to special subjects, which will be useful to you in future. As for me, my favourite subjects at school were Mathematics and English. To become a good specialist in management and business one must know many sciences connected with business such as economics, marketing, management of personnel, advertising, promotion of goods, strategy of sales, statistics, history of economic theory and many others.

Today, our country tries to keep rapid pace of life in developing market economy. That’s why, our economics needs specialists in such new spheres of our economics as management and marketing. Management is a modern philosophy of business today. I think, it is very interesting to be engaged in management and marketing. Specialists of marketing or management are in great demand today in our society.

I've decided to get education in management, which will help me to get a well-paid and interesting job. I'll try to study to the best of my abilities, to accumulate knowledge, to develop management skills. It is very important for a specialist in business matters to be a skillful user of computers and to speak at least one foreign language. A foreign language opens the door to any foreign country, gives the possibility to communicate, to understand people and to be understood. The most popular language in the world, I think, is English. A real professional can not do without knowing a language, which can help in solving business matters, holding negotiations, making contracts.

In my opinion, my studies at the Institute will help me in getting deep knowledge and developing managerial skills all the time. I agree with the English proverb: it is never too late to learn.

Vocabulary

right choice	правильный выбор
to suppose	полагать, думать
childhood	детство
way	путь
trade	занятие
science	наука
to advertise	рекламировать
promotion	продвижение
rapid pace	быстрый темп
to be engaged in smth	заниматься чем-либо
demand	спрос
ability	способность, умение
to accumulate	накапливать
skill	мастерство
skillful user	умелый пользователь
possibility	возможность
solution	решение
negotiation	переговоры, обсуждение
knowledge	знание

1. Ответьте на вопросы.

1. Is it an easy task to make the right choice in profession?

2. What subjects do you need to pay more attention to if you want to be perfect in your trade?

3. What sciences must you know to become a good specialist in management?

4. Why does our economics need specialists in management and marketing?

5. Are specialists in marketing or management in great demand today in our society?

6. Why is it important to know foreign languages for a specialist in
business matter?

7. What is the most popular language in the world?

 

WHAT IS BUSINESS?

Business is a word which is commonly used in many different languages. But exactly what does it mean? The concepts and activities of business have increased in modern times. Traditionally, business simply meant exchange or trade for things people wanted or needed. Today it has a more technical definition. One definition of business is the production, distribution, and sale of goods and services for a profit. To examine this definition, we will look at its various parts.

First, production is the creation of services or the changing of materials into products. One example is the conversion of iron ore into metal car parts. Next, these products need to be moved from the factory to the marketplace. This is known as distribution. A car might be moved from a factory in Detroit to a car dealership in Miami.

Third is the sale of goods and services. Sale is the exchange of a product or service for money. A car is sold to someone in exchange for money. Goods are products which people either need or want; for example, cars can be classified as goods. Services, on the other hand, are activities which a person or a group performs for another person or organization. For instance, an auto mechanic performs a service when he repairs a car. A doctor also performs a service by taking care of people when they are sick.

Business, then, is a combination of all these activities: production, distribution, and sale. However, there is one other important factor. This factor is the creation of profit or economic surplus. A major goal in the functioning of an American business company is making a profit. Profit is the money that remains after all the expenses are paid. Creating an economic surplus or a profit is, therefore, a primary goal of business activity.

Vocabulary

word	слово
commonly	обобщенно
exactly	точно
to mean	значить, означать
to increase	увеличить
definition	определение
various	различный
trade	торговля
sale	продажа
goods	товары
profit	прибыль
goal	цель
surplus	излишек
combination	соединение
primary	первичный
to remain	оставаться
to classify	классифицировать

Вставьте предлог.

1. The concepts and activities... business have increased... modern times.

2. One definition... business is the production, distribution, and sale... goods and services... a profit.

3. A car might be moved... a factory... Detroit to a car dealership... Miami.

5. Business, then, is a combination... all these activities: production, distribution and sale.

6. A major goal... the functioning... an American business company is making a profit.

Vocabulary

to call	звонить, называть, вызывать
to decide	решать
to accomplish	выполнять, совершенствовать
to use	пользоваться, применять
goal	цель
to direct	управлять, руководить
to include	включать
trend	общее направление
to attract	привлекать
condition	условие, состояние
to ensure	обеспечивать, гарантировать
to achieve	достигать
an objective	цель, стремление
to guide	вести, руководить
to check	проверить
to determine	определять
toward, towards	по отношению к
to empower	уполномочивать
to employer	нанимать
to allow	позволять

 

1. Дайте определение и ответьте на вопросы.

1. Give the definition of the word "management".

2. Name the function of management.

3. What does directing mean?

4. What does organizing include?

5. What must a good manager know?

6. Does a manager give directions to the organization?

7. Direction is guiding and motivating others to work effectively to achieve the goals, isn't it?

8. Give the definition of the controlling.

 

PLANNING

Planning is the first managerial function used to pursue organizational goals. Planning involves the process of setting objectives. Therefore, it is important to understand what goals are and how they differ from objectives. Goals are the broad, long-term aims an organization wishes to attain. Objectives, on the other hand, are specific, short-term statements detailing how to achieve the goals.

Strategic (long-range) planning determines the major goals of the organization and the policies and strategies for obtaining and using resources to achieve those goals. In this definition, policies are broad guides to action, and strategies determine the best way to use resources. At the strategic planning stage, the company decides which customers to serve, what products or services to sell, and the geographic areas in which the firm will compete.

Tactical (short-range) planning is the process of developing detailed, short-term decisions about what is to be done, who is to do it, and how it is to be done. Just as objectives are specific plans to meet broad goals, tactical planning involves defining specific plans to achieve broad strategic plans. Tactical planning is normally done by managers at lower levels of the organization, whereas strategic planning is done by the top managers of the firm (for example, the president). Tactical planning involves setting annual budgets and deciding on other details of how to meet the strategic objectives.

Contingency planning is the preparation of alternative courses of action that may be used if the primary plans do not achieve the objectives of the organization. The economic and competitive environments change so rapidly that it is wise to have alternative plans of action ready in anticipation of such changes.

 

Vocabulary:

to pursue	преследовать, гнаться
to set	устанавливать
goal	цель
long-term	долгосрочный
to attain	достигать
objective	стремление, цель
short-term	краткосрочный
to detail	детализировать, рассказывать
to follow	следовать, следить, подражать
state	положение, состояние, ранг
opportunity	удобный случай, возможность
profitable	выгодный, доходный, прибыльный
competitor	конкурент, соперник
growth	прирост, рост, нарост
contingency	вероятность, случайность
to obtain	получать, добывать, доставать
to use resources	использовать ресурсы
the best way	лучший путь
the geographic area	географическое пространство, площадь
decision	решение
lower level	низкий уровень
preparation	приготовление, подготовка
environment	среда, окружение
wise	мудрый
anticipation	ожидание

1. Ответьте на вопросы.

1. Is planning always performed by top-level mangement?

2. Does strategic planning focus on setting short-term or long-term objectives?

3. What is planning?

4. What requirements must objectives meet to be effective?

 

Переведите предложения.

1. The more clearly you articulate what you are trying to accomplish, the more likely you will achieve your objective.

2. The variations would depend on the level of business expected for the period in question.

3. In fact, it indicates that the problem is unlikely to be completely solved in the short-term.

4. These innovative objectives are neither routine nor designed to solve performance deficiencies.

5. Understanding the definition is only the beginning.

6. Given the number of people, machines, and other physical resources you have available, how much are you squeezing through your area?

7. Assuming some historical data (or ability to start acquiring it) you should be able to project into future.

8. New product managers are expected to make the group work as a team.

ORGANIZING

How often have you heard the comment, "One of these days we'll have to get organized?" Clearly, organization is an important managerial task. Basically, organizing means allocating resources, assigning tasks, and establishing procedures for accomplishing the organizational objectives. The basic concepts are rather easy to understand because you already have some organizing experience. For example, if you have ever played baseball, you know you have to gather together some materials: gloves, ball, bat. Then you have to find people to play the various positions.(In business, this is called staffing.) Then each person is assigned some task: first, base, pitcher, outfield, and so on. Someone must decide who bats first, who second and so on.

When organizing, a manager develops a structure or framework that relates all workers, tasks, and resources to each other.

Top management is the highest level of management and consists of the president and other key company executives who develop strategic plans. You are likely to see two terms: chief executive officer (CEO) and chief operating officer (COO). The CEO is often the president of the firm and is responsible for all the top-level decisions in the firm. CEOs are responsible for introducing changes into an organization. The COO, chief operating officer, is responsible for putting those changes into effect. His or her tasks include structuring, controlling, and rewarding to ensure that people carry out the leaders vision.

Middle management includes branch and plant managers, deans and department heads who are responsible for tactical plans.

Supervisory (first-line) management includes people directly responsible for assigning specific jobs to workers and evaluating their daily performance; they are the often known as first-line managers because they are the first level above workers.

An important part of organizing is staffing, getting the right people in the organizational team. You are probably most familiar with the term personnel to describe that function. Today it is called human resources management, because it is as important to develop the potential of employees as it is to recruit good people in the first place.

In many firms, there are several levels of middle management. Recently, however, firms have been eliminating middle-level managers in a cost-cutting attempt.

Vocabulary

comment	комментировать задание
task	задача
to allocate	распределять
to assign	назначать
to develop	развивать
top manager	главный менеджер
level	уровень
chief executive officer (CEO)	главный исполнительный директор
chief operating officer (COO)	главный операционный офиса
first-line manager	менеджер первого звена
employee	рабочий
middle-level manager	менеджер среднего звена

Переведите предложения.

1. Менеджеры первого звена работают с неуправленчискими работниками и решают повседневные проблемы.

2. В основном организация означает распределение ресурсов, назначение задач и установление процедур для осуществления организационных целей.

3. Топ менеджер является представителем высшего уровня управления.

4. Существует три основных уровня управления (менеджмента): высший менеджмент, менеджмент среднего звена и менеджмент первого звена.

5. Наиболее важными ресурсами любой организации являются ее людские ресурсы.

4. Ответьте на вопросы.

1. What is organizing?

2. What are the three levels of management?

3. What does the middle management include?

4. What does the top management include?

5. What does the first-line management include?

5. Тест. Выберите правльный вариант.

1. Top management is the highest... of management and consists of the president and other key company executives who develop strategic plans.

a) level

b) type

c) resource

2. Middle management includes branch and plant managers, deans and department heads who are responsible for....

a) strategic plans

b) tactical plans

c) contingency plans

3.... includes people directly responsible for assigning specific jobs to workers and evaluating their daily performance.

a) supervisory (first-line) management

b) top management

c) staffing

4. The... is often the president of the firm and is responsible for all the top-level decisions in the firm.

a) chief executive officer

b) chief operating officer

DIRECTING

After the plans are made and the organization is designed, managers must direct the workers in activities to meet the goals and objectives of the organization. Directing involves giving assignments, explaining routines, clarifying policies, and providing feedback on performance.

All managers, from top managers to first-line supervisors, direct employees. The process of directing is quite different, however, at the various levels of the organization. The top managers are concerned with the broad overview of where the company is heading. Their immediate subordinates are middle managers, who are responsible, in turn, for directing employees to meet company objectives. The directions of top managers to subordinates, therefore, are characteristically broad and open-ended. The further down the corporate ladder, the more specific the manager's directions become. First-line managers in the past often allocated most of their time to giving specific, detailed instructions to employees.

Progressive managers in the 1990s are less likely to be giving specific instructions to employees. Rather, they are more likely to work closely with employees to help the employees understand the overall goals and objectives of the firm. Then, in co-operation with the employees, the managers will work together to accomplish those objectives and goals. The manager's role will be less than that of a "boss" and more than of a coach, assistant, counseler, and team member. This shift in managerial direction gives employees more participation in decision making and more flexibility in how to get job done. That usually results in better work and more motivation of employees.

Vocabulary

routine	заведенный порядок
to clarify	определять
assignment	назначение, задание
level	уровень
heading	заголовок
immediate	непосредственный
therefore	поэтому, следовательно
ladder	лестница
to allocate	предназначать
to accomplish	выполнять, достигать
counseler	советник, консультант
to enable	давать возможность или право
to adjust	улаживать, приспособлять
deviation	отклонение
to occur	случаться, происходить

 

Заполните пропуски.

1. Directing involves giving assignments,..., clarifying policies, and providing feedback on performance.

2. The process of directing is quite different, however, at the... of the organization.

3. The... are concerned with the... overview of where the company is heading.

4. The directions of top managers to subordinates, therefore, are characteristically....

5. Firs-line managers in the past often allocated must of their time to giving... to employees.

6. Progressive managers... are less likely to be giving... to employees.

7. Rather, they are more likely to work closely with employees to help the employees understand the... of the firm.

8. This shift in managerial direction gives employees more participation in... and more flexibility in how to get job done.

3. Ответьте на вопросы.

1. What is directing?

2. What does directing include?

3. State the difference between top managers and first-line supervisors.

4. How can a manager provide more employee motivation?

5. State the important characteristics of progressive managers in the 1990s.

 

CONTROLLING

Often managers get so involved with the planning process and the day-to-day crisis management of the firm that they tend to shortchange the control function. The controlling function involves measuring performance relative to objectives and standards and taking corrective actions when necessary. The control function, therefore, is the heart of the management system because it provides the feedback that enables managers and workers to adjust to any deviations from plans and to changes that have occurred in the environment that have affected performance.

Let's say you are a runner and you say you want to "improve" your distance. When you started your improvement plan last year, you ran two miles a day. Now you run 2.1 miles a day. Did you meet your goal? Well, you did increase your distance, but certainly not by very much. A more appropriate goal statement would be: To increase running distance from two miles a day to four miles a day by January 1. It is also important to have a time period established when goals are to be met. The following are examples of goals and standards that meet these criteria:

• Cutting the number of finished product rejects from 10 per 1,000 to 5 per 1,000 by March 31.

• Increasing times managers praise employees from 3 times per week to 12 per week.

• Increasing the sales of product X from 10,000 in the month of July to 12,000 in the same period.

One key to making control systems work is the establishment of clear procedures for monitoring performance. Naturally, management should not be burdened with such control procedures unless the goals are important enough to justify such reporting. Most managers have seen, for example, elaborate accident reports that took hours of man­agement time and that reported: "All is well." To minimize paperwork, such reports could be limited to exceptions.

At the University of Maryland, to cite one example, all faculties are required to report daily on whether or not they performed their reg­ular duties. This report is designed to measure sick leave. The paper­work could be cut by 98 percent or better if faculty merely reported sick days rather than every day. Many companies have too much reporting of trivial details and too little reporting of significant performance results.

Vocabulary

 

to tend	стремиться
to measure	измерять
relative	относительный, родственный, смежный
to adjust	приспособлять
deviation	отклонение
to occur	случаться
to affect	действовать
step	шаг
measurement	измерение
proper	свойственный
monitor	наставник, советчик
record	запись
to compare	сравнивать
link	звено
attainable	достижимый
efficiency	эффективность, способность
sufficient	достаточный
improvement	усовершенствование
to increase	увеличивать
statement	заявление
to praise	хвалить
reject	уцененный товар, брак
burden	ноша, бремя
to justify	подтверждать
to elaborate	тщательно разрабатывать
exception	исключение
trivial	банальный
significant	существенный
feedback	обратная связь

 

1. Ответьте на вопросы.

1. What is controlling?

2. Is the control function the heart of the management system or the head of the management system?

3. Why is employee performance appraisal the most important and challenging feedback control technique?

4. How can a top-level manager get to know that organization controls are ineffective?

5. Is establishing and maintaining a standard cost accounting system time-consuming and expensive undertaking?

6. How can an organization develop an effective selection and placement program?

Переведите предложения.

1. The standards guiding ongoing activity are derived from job descriptions and from policies resulting from the planning function.

2. Corrective action is directed at improving either the resource acquisition process or the actual operations.

3. Direction follows the formal chain of command, since the responsibility of each superior is to interpret for subordinates the orders received from higher levels.

4. Many managers have assumed that their directives were straightforward and to the point, only to discover that their subordinates failed to understand or to accept them as legitimate.

5. But unlike preliminary and concurrent control, the focus of corrective action is not that for which the standard is set-output.

3. Вставьте соответствующий глагол в нужной грамматической форме:

to perform, to ensure, to meet, to consist, to conform, to compare, to enable, to provide, to vary

1. Human resources must_________the job requirements as defined by the organization. Employees must have the physical and intellectual capabilities___________assigned task.

2. The raw material that is converted into a finished product must_________to standards of quality. At the same time, a sufficient inventory must be maintained ___________ a continuous flow__________ customer demands.

3. Concurrent control__________primarily of actions of supervisors who direct the work of their subordinates.

4. The scope and content of the direction phase _______ according to the work being supervised, as noted earlier.

5. A detailed analysis of the financial statements' information__________management to determine the adequacy of the firm's earning power and its ability to_______current and long term obligations.

 

MANAGEMENT SKILLS

Effectiveness of a manager's activity depends on certain important skills. There are six skill categories: conceptual, decision making, analytic, administrative, communicational, and interpersonal.

1. A conceptual skill is the ability of a manager, to see the "general" picture of an organization. Managers must understand how their duties and the duties of other managers fit together to plan their activity in a proper way and get the required results. This skill is very important for top managers because it helps them plan "super goals" and develops proper strategies for the whole organization.

2. A decision making skill is the ability of a manager to choose the best course of actions of two or more alternatives. A manager must decide the following:

1) what strategy must be implemented?

2) what resources must be used and how they must be distributed?

3) what kind of control is needed?

In short, managers are responsible for the most important decisions which are required to carry out any organizational activity.

3. An analytic skill is the ability to determine the most important problem before implementing a proper action plan. This ability is especially important for top managers because they have to solve complex problems.

4. An administrative skill is the ability of a manager to keep to the organizational rules specified for the production process, within a limited budget, and coordinate the flow of information and paper work in this group and in other groups.

5. A communicational skill is the ability of a manager to share his ideas and opinions with other people both orally and in writing.

Thus, a communicational skill enables managers to hold meetings, write clear letters and explanatory notes, make reports, etc.

6. An interpersonal skill (psychological skill) is the ability to deal effectively with other people both inside and outside the organization. It is the ability to understand the needs and motives of other people.

Vocabulary

skill	мастерство, навыки способности,умение
activity	деятельность, работа
depend (on)	зависеть (от)
certain	определенный
divide	делить
decision making	принятие решений
communicational	коммуникационный
interpersonal skill	мастерство, умение общаться
psychological skill	психологическое мастерство
ability	способность
duty	обязанность
fit together	согласовывать(яс)
proper	соответствующий
way	образ
require	требовать
result	результат
develop	разрабатывать
strategy	стратегия
choose(chose, chosen)	выбирать
objective	цель (часто краткосрочная)
implement	осуществлять
distribute	распределять
kind	ряд, вид
responsible	ответственный
carry out	выполнять
determine	определять
identify	узнать, определить
cause	причина
solve	решать
rule	правило
to specify	устанавливать
within	в пределах
flow	поток
opinion	мнениe
orally	устно
spend (spent, spent)	проводить
psychological	психологический
deal (with)	взаимодействовать
inside	внутри
outside	вне, за пределом

Переведите предложения.

1. Мастерство человеческих отношений - способность менеджеров эффективно взаимодействовать с другими людьми.

2. Мастерство имеет большое значение для создания психологической атмосферы в организации.

3. Концептуальное мастерство — способность менеджера представлять «общую картину» организации.

4. Концептуальное мастерство имеет очень большое значение для менеджеров высшего звена, потому что оно помогает им планировать и разрабатывать стратегии для организации в целом.

5. Административное мастерство - способность менеджера следовать организационным правилам для процесса производства.

6. Аналитическое мастерство особенно важно для топ-менеджеров, потому что они должны решать сложные проблемы.

7. Менеджеры должны понимать, как их обязанности согласуются с обязанностями других менеджеров.

8. Менеджеры ответственны за наиболее важные решения, требуемые для выполнения любой организационной деятельности.

 

Vocabulary

valid	действительный
reliable	надежный
unkempt	неопрятный
abrasive	грубый
briefly	кратко
to imply	предполагать
threat	угроза
intimidation	шантаж, угроза
empathy	сочувствие
to set	ставить
deviation	отклонение
attainable	достижимый
exception	исключение
merely	только
to assure	уверять
to have traits	иметь черты, особенности
to make a decision	принимать решение
to participate	принимать участие
to be depend on	зависеть от чего-либо
to support the notion	поддержать идею
to be autocratic	быть самовластным
to take one’s cue from smb.	воспользоваться чьим-либо указанием
to work aimlessly	работать бесцельно
to let in	впускать
to ask smb. for advice	просить совет у кого-либо

 

1. Ответьте на вопросы.

1. What is leadership in business?

2. What are various leadership styles?

3. What is the difference between a manager and a leader?

 

THE NATURE OF ADVERTISING

Advertising may be defined as a persuasive message carried by a nonpersonal media and paid for by an identified sponsor. This definition indicates two basic parts of advertising: the message and the medium. Both work together to communicate the right ideas to the right audience.

Advertising promotes goods, services, and ideas in mass media, such as television, radio, newspapers, and magazines, to reach a large number of people at once. It serves as a substitute for a salesperson talking to an individual buyer. Advertising is a one-way communication and, unlike a salesperson, cannot receive direct feedback and immediately handle objections.

Advantages of Advertising

Advertising, as a tool of marketing, is used to increase the sale of goods or services of an organization. Public relations use advertising as a tool to help selling the policies and actions of an organization. Success in public relations affect the economic success of the organization is shown by increased public regard for the organization.

There are five basic types of public relations advertising: image-building, financial, public service, advocacy, announcement advertising

Advertising is paid and controlled by mass communication. This means that the organ­ization completely bypasses the newsroom gatekeepers and places its messages, exact­ly as written and formatted, with the medium's advertising department. Thus a pri­mary reason for using advertising as a communication tool is that control of the mes­sage remains with the sender.

Control of the Message: Gatekeepers frequently alter or truncate the news or features they receive. Sometimes the changes do little harm, but occasionally the blue pencil ruins an idea or eliminates an important point. With advertising, however, you can be sure that your message is reproduced in the exact words you choose and in the sequence you have planned.

Control of Impact: With advertising, you can make your messages as big, frequent, and powerful as you choose. The gatekeeper may think your message is worth a 4-inch space on page 9, but if you think it deserves major treatment, you can buy a whole page. The broadcast media present similar problems and opportunities.

Control of Timing: If timing is an important factor, advertising can guarantee that your message will be timely. Prompt response to a public issue, a fixed sequence of messages, continuity of communication - all can be maintained through advertising.

Vocabulary

advertising	рекламное дело
to define	определять
persuasive	убедительный
media	средства информации
to identify	опознавать
to indicate	указывать
medium	средство
to promote	продвигать
to reach	достигать
substitute	заменитель
salesperson	продавец
feedback	обратная связь
commercial (s)	реклама
target	цель
to benefit	извлекать выгоду
disadvantages	недостатки
viewer	зритель
challenge	вызов
creative	творческий
to grab your attention	привлекать ваше внимание
a customer	покупатель
asset	ценное качество
to announce	объявлять
to encourage	ободрять

1. Ответьте на вопросы.

1. What is advertising?

2. How is advertising used in public relations?

3. What are five types of public relations advertising?

4. What can you say about financial advertising?

5. What is the purpose of advocacy advertising?

6. What are theadvantages of advertising?

7. What are thedisadvantages of advertising?

 

MARKETING

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives.Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producers to users. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability lo recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Marketing research helps the producer to predict what the people will want. And through advertising it attempts to influence the customer to buy. Marketing operations are very expensive. They take up more than half of the consumer's dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centres has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.

A business firm controls four important elements of marketing which are called a marketing mix. A firm’s marketing mix is the combination of the product, the price of the product, the means for its distribution, and the promotion of the product to reach a firm’s target market.

The product ingredient of the marketing mix includes decisions about the product’s design, brand name, packaging, warranties. The pricing ingredient includes both base prices and discounts of various kinds. The distribution ingredient involves not only transportation and storage but also the selection of intermediaries. The promotion ingredient focuses on providing information to target markets.The “ingredients” of the marketing mix are controllable elements. A firm can vary each of them to suit its organisational goals, marketing goals and target markets.

Vocabulary

marketing reseach изучение рынка

unemployment безработица

tо foresee предвидеть

tо satisfy удовлетворять

competition конкуренция

similar похожий

successfully успешно

tо make sure убедиться

apparently очевидно

commercial реклама

production cost себестоимость

efficient эффективный

society общество

tо appreciate ценить

reguirement требование

fair ярмарка

tо display выставить

 

Заполните пропуски.

1. Marketing is the process of... …and the conception, pricing, promotion and distribution of ideas, goods, and services to create that satisfy individual and organizational objectives.

2. Markets are classified as.... and.... markets.

3. A…is the combination of the product, its price, distribution, and promotion.

4. The... ingredient of the marketing mix includes decisions about the product's design, brand name packaging … and the like.

5. The major forms of the product promotion include …and ….

6. The distribution ingredient involves not only transportation and storage but also the selection of ….

7. The ingredients of the marketing mix are …elements.

8. A marketing strategy is a … for the best use of organization's resources to meet its ….

9. A market segment is a group of..... or ….within a market that have similar characteristics and needs.

10. Strategies are monitored and evaluated through marketing …and ….

 

ДЛЯ ЗАМЕТОК

 

Подписано в печать. Формат 60´90 1/16

Гарнитура Times New Roman Cyr, 10. Усл. печ. л. –, У.-изд.-3,165

Тираж экз.

 

Типография «Таглимат» ИЭУП

Лицензия №172 от 12.09.96 г.

420108, г. Казань, ул. Зайцева, д. 17

Факультет менеджмента

О.М. Буренкова, Л.М. Хамитова

IN THE WORLD OF MANAGEMENT

Учебное пособие по английскому языку для студентов II - III курсов факультета менеджмента

Набережные Челны – 2007

УДК 802.0(075.8)

ББК 81.2я7

Печатается по решению Секции социально-экономических дисциплин

Учебно-методического совета

Института экономики, управления и права (г. Казань)