Прочитайте и переведите диалог в парах. Расскажите в монологической форме о качествах опытного руководителя:

What makes a good manager?

R.: One hears over and over again that what a modern enterprise needs is a good manager. What do you think of the problem?

Am.: The importance of a good manager can't be overestimated.

R.: What do you think makes a good manager?

Am.: First of all high standards of professional knowledge and personal conduct.

R.: What personal traits must a good manager have?

Am.: A good manager must be flexible, must have confidence in himself and others, and keep a sense of proportion. Besides, he must have leading ability.

R.: I see, and what professional skills should managers have?

Am.: Managers must know how to set goals and how to achieve them, how to divide work and how to coordinate the activities of individuals. They must know how to take corrective action if the organization is not progressing towards its goals.

R.: Management is often called the art of getting things done through people. What's your point of view on the essence of management?

Am.: The essence of management is to create an environment where individuals, working together, can perform effectively and efficiently. Nowadays managers must be more skilled in handling people.

R.: Yes, managers must understand that human resources are a very important part of any business. The manager's job is very interesting, isn't it?

Am.: Yes, and given the opportunity I would choose the same career again.

 

5. Переведите диалог и воспроизведите в парах:

A: Hello, Victor. Haven't seen you for ages.

В: Hello, Alex. You are looking fine. How's life? How's business?

A: Can't complain, old man. How are you doing?

В: Not very well.

A: Why, what's the matter?

B: I've been looking for a new job for some time, but haven't been lucky so far.

A: There's a vacancy at our Accounts department. I can speak to the Head of the department about you if you want me to.

В: That would be very kind of you. What's your company's business?

A: We sell hardware and software. It's in great demand despite the competition. The company's turnover is increasing and we need more people to do the book.

В: Are you using the new Chart of accounts in your company?

A: We are. We maintain accounting and reporting in compliance with the international standards.

В: That sounds interesting. Do you think I should have my resume ready?

A: Sure. I believe with your experience you have every chance to be hired.

___________________________

can't complain не могу пожаловаться; vacancy вакансия; hardware компьютерная техника; software программное обеспечение; despite несмотря на; turnover товарооборот; chart of accounts план счетов; accounting and reporting бухгалтерский учет и отчетность; in compliance with international standards в соответствии с международными стандартами; resume резюме

 

UNIT 18. MARKETING. MARKETING MIX

 

Vocabulary:

execute – выполнять available – имеющийся в наличии transfer – передавать entire – весь implementation– осуществление evaluate – оценивать needs – потребности marketing mix – комплекс маркетинга target market – целевой рынок vary – изменять vehicles – машина, транспортное средство age – срок; век, возраст income – доход; заработок warranty – гарантия

and the like – и тому подобное rebate – скидка, уступка boost – ускорять involve – включать в себя transportation – перевозка storage – хранение intermediary – посредник  advertising – рекламирование publicity – широкое оповещение maintain – поддерживать measurement – измерение forecast – прогнозировать estimate – оценивать

 

Прочитайте и переведите текст.

 

MARKETING

1. Generalities

One of the areas of management is 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 organizational objectives.

Marketing makes products available where customers want them by transferring the ownership of products to buyers. The entire business organization is involved in a dual process of satisfying customer needs and achieving organizational goals.

Implementation of marketing concept begins and ends with marketing information about customers – first to determine what customers need, and later to evaluate how well the firm is meeting those needs.

A market consists of people with their needs, the ability to buy, and the desire and ability to sell. Markets are classified as consumer and industrial markets.

2. A marketing mix

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.

A firm can vary its marketing mix by changing any one or more of these ingredients. Thus a firm may use one marketing mix to reach one target market and a second, somewhat different marketing mix, to reach another target market. For example, most automakers produce several different types of vehicles and aim them at different market segments based on age and income.

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

2) The pricing ingredient includes both base prices and discounts of various kinds. Pricing decisions are intended to achieve particular goals, such as to maximize profit or even to make room for new models. The rebates offered by automobile manufacturers are a pricing strategy developed to boost low auto sales.

3) The distribution ingredient involves not only transportation and storage but also the selection of intermediaries.

4) The promotion ingredient focuses on providing information: to target markets. The major forms of promotion include advertising and publicity.

The "ingredients" of the marketing mix are controllable elements. A firm can vary each of them to suit its organizational goals, marketing goals and target markets.

3. A marketing strategy

A marketing strategy is a plan/of the best use of an organization 's resources reach its objectives, developing a marketing strategy involves selecting and analyzing a target market and creating and maintaining a marketing mix that will satisfy that market.

A target market is chosen through the market segmentation approach. A market segment is a group of individuals or organizations within a market that have similar characteristics and needs. The market segmentation approach directs a marketing mix at a segment of a market.

Market measurement and sales forecasting are used to estimate sales potential and predict product sales in specific market segments. Strategies are then monitored and evaluated through marketing research and marketing information system, which stores and processes internal and external data in a form suitable for marketing decision making.

 

2. Ответьте на вопросы:

1. What is marketing?

2. What does implementation of marketing concept begin and end with?

3. What does a market consist of?

4. Define the term a marketing mix.

5. Can a firm vary its marketing mix?

6. For what purpose may a firm vary its marketing mix?

7. Give an example when a firm changes its marketing mix.

8. List all the ingredients of the marketing mix.

9. What does a product ingredient include?

10. What means (средство) is used to boost low sales?

11. What do the major forms of a product promotion include?

12. What does developing a marketing strategy involve?

13. State the purpose for which market measurement and sales forecasting are used.

14. How are strategies monitored and evaluated?

 

3. Расскажите об элементах маркетинга, используя в качестве плана вопросы упражнения 2