Афанасьева М.В. Калинина О.К.

Афанасьева М.В. Калинина О.К.

Учебные задания для второго года обучения

В бакалавриате

 

 

Москва, 2010
Part I

Unit I

Forms of Business Organization

Vocabulary Notes

 

1. to fall short of success – оказаться безуспешным

to be a success – быть успешным

v. to succeed in doing smth – преуспеть в чем-либо

adj. successful

2. goal accomplishment – достижение целей

v. to accomplish – достигать; завершать

Syn. to achieve

to reach, to attain

3. To foster cooperation – способствовать сотрудничеству

Syn. to stimulate

to encourage

4. not-for-profit – некоммерческий

Syn. non-profit

5. to orient smb toward smth – ориентировать кого-либо на что-либо

n. orientation

6. business entity – самостоятельная компания

legal entity – юридическое лицо

physical entity – физическое лицо

7. company – компания, организация

merchandising company – торговая компания

Syn. trading company

manufacturing company – производственная компания

Syn. producing company

8. single (sole) proprietorship – частная (индивидуальная) собственность

n. proprietor- собственник

9. property – собственность

private property – частная собственность

10. Partnership – партнерство

n. partner – партер

11. initial investment – первоначальная инвестиция

v. to invest (in) – инвестировать, вкладывать деньги (в)

Syn. to finance smth

to put funds in

to fund smth

12. prerequisite – предпосылка

13. personal assets – личные активы

liquid (illiquid) assets – ликвидные (неликвидные) активы

tangible (intangible) assets

14. to elect a Board of Directors – избирать Совет Директоров

to sit on Board – быть членом Совета Директоров

15. to represent smb’s interests –

n. representative – представитель

representation – представительство

 

Text

 

ORGANIZATION

 

Early in human existence people learned that their individual efforts often fell short of success. They found that they were unable to accomplish many tasks that require more than individual effort. Therefore the necessity of group activity was discovered relatively early in human existence.

Group activity could be aimed at some higher, more complex set of goals and could thus bring greater benefits to all concerned. This quality of group activity must be counted as one of the chief requirements for success. Cooperation is a prime element of a group of people who want to achieve more than they can acting individually. A system of group relationships built upon and fostering cooperation, then, is basically the meaning of an organization.

Thus, organization is an open, dynamic, purposeful social system of cooperation designed to enhance individual effort aimed at goal accomplishment consists of the human element, the physical element, the work element, and the coordination element; transforms resources into outputs for users.

Modern societies have been called organizational. Unlike so-called primitive societies, modern ones produce most of their goods and services through special-purpose organizations that are, in the main, neither familial not tribal. Some of the organizations of a modern society are meant to earn a profit and some are “not-for-profit”.

 

ORGANIZATION CLIMATE

 

Although the concept of organizational climate is somewhat nebulous, it is valuable in understanding several aspects of organizational behavior. Organizational climate is the overall favourability of member attitudes and perceptions with reference to specific activities and features of an organization.

Organizations tend to have their specific culture: a peculiar mix of values, attitudes, norms, habits, traditions, behaviors and rituals. Some organizations are well aware of their culture and regard it as a powerful strategic tool, used to orient all units and individuals toward common goals, mobilize employee initiative, ensure loyalty, and facilitate communication. They aim at creating a culture of their own and making sure that all employees understand it and adhere to it.

 

 

TYPES AND FORMS OF BUSINESS ORGANIZATION

 

A business organization is frequently referred to as a business entity. A business entity is any business organization that exists as an economic unit. Business entities can be grouped according to the type of business activity they perform.

1. Service companies perform services for a fee. This group includes companies such as a accounting firms, law firms, repair shops, and many others.

2. Merchandising companies purchase goods that are ready for sale and sell them to customers. They include such companies as auto dealerships, clothing stores, and supermarkets.

3. Manufacturing companies buy materials, convert them into products, and then all products to the companies or to the final customers. Examples are steel moles, auto manufacturers, and so on.

The business entity concept applies to all forms of businesses – single proprietorship, a partnerships and a corporation.

A single (sole) proprietorship is business owned by an individual and often managed by that same individual. Single proprietors include physicians, lawyers, electricians, and other people who are “in business for themselves”. In a single proprietorship, the owner is responsible for all debts of the business. Operating as a proprietorship is the easiest way to get started in a business activity. Other than the possibility of needing a local license, there are not any prerequisites to beginning operations.

A partnership is a business owned by two or more persons associated as partners. Partnerships are created by an agreement. Included in the agreement are such terms as the initial investment of each partner, the duties of each partner, the means of dividing profits or losses between the partners each year, and the settlement to be made upon the death or withdrawal of a partner. Accountants, attorneys, and other professionals frequently operate their firms as partnerships.

A corporation is a business owned by a few persons or by thousands of persons. The owners of the corporation are called shareholders or stockholders. They buy shares of stock. If the corporation fails, the owners lose only the amount they paid for their stock. The personal assets of the owner are protected from the creditors of the corporation. The stockholders do not directly manage the corporation; they elect a board of directors to represent their interests. The board of directors select the president and vice president, who manage the corporation for the stockholders.

Reading Tasks

 

Understanding main points.

1) What is implied in the notion “organization”? What are its elements?

2) How can modern societies be characterized?

3) What is meant by “organizational climate”?

4) What is implied in the notion “business entity”?

5) Enumerate the main types and forms of business organization.

6) What does the concept “limited liability” signify?

 

Understanding details. Mark true (T) and false (F) statements according to the text.

1) Organization is a social system of cooperation aimed at combining individual effort in order to achieve some goals.

2) In primitive societies there prevailed familial or tribal forms of organization.

3) The major purpose of all organizations in the modern society is earning a profit.

4) The easiest way to start one’s own business is to buy shares of a corporation.

5) If the corporation fails, the owners are responsible for all debts of the business.

6) By limiting the risk for partners, partnerships are able to attract investors.

7) In a corporation the identity of shareholders can be kept secret.

8) The shares of public companies are usually traded on stock exchanges.

9) Business entity is a form of business organization.

10) Organizations usually create their specific culture and regard it as a powerful strategic tool.

 

Vocabulary Tasks.

 

Translate into English.

1) Ещё на заре своего существования люди обнаружили, что зачастую они не способны выполнять задания, требующие не только индивидуальных усилий, в то время как групповая деятельность может быть направлена на достижение более высоких, более сложных целей.

2) Организации были созданы для того, чтобы помочь индивиду достичь большего.

3) В современном обществе люди зависят от множества организаций, от того, насколько эффективно они функционируют. Но и организации, в свою очередь, зависят от способностей, усилий и таланта, которые вкладывают люди, работающие в этих организациях.

4) Целью многих организаций, функционирующих в современной экономике, является получение прибыли. Но существуют и так называемые «некоммерческие» организации, такие как, например, культурные, благотворительные компании.

5) Организации могут быть сгруппированы по типу деловой активности. В этом случае они подразделяются на предприятия сферы обслуживания, торговые компании, производственные компании.

6) Корпорация – это компания, владельцами которой могут являться от нескольких до нескольких тысяч физических лиц. Приобретая часть капитала корпорации в виде акции, человек становится акционером, т.е. одним из владельцев компании, В случае банкротства компании акционеры рискуют только средствами, вложенными в покупку акций. Этот принцип и носит название «ограниченная ответственность».

7) В некоторых странах компания считается находящейся в частной собственности в том случае, если ее акции не могут быть приобретены «широкой публикой».

Over to you

Questions for discussion

1. Give examples of your own of different types of companies. Refer to external sources for information.

2. What formal and informal organizations do you know?

3. “Informal groups develop in order to meet a variety of individual needs which are not met by the formal organization”. Do you share the opinion? Support your view.

Section B.

Applying for a job.

Vocabulary Notes

 

1. to hire smb. for a post/position – нанимать на должность

2. to work full time (part time) – работать полный день

3. trustworthy (adj.) – внушающий доверие

4. outgoing (adj.) – инициативный

5. to handle criticism – принимать критику

6. to be qualified for a job – по специальности

7. to apply in person – подавать заявление лично

8. to submit a resume (CV, application letter) – представить резюме

9. a reference – (зд.) рекомендация

10. to assist smb. in doing smth. – помочь кому-либо в чем-либо

Reading Tasks

Understanding main points.

1) What can help one in finding a suitable job?

2) What qualities are absolutely necessary for any employee?

3) How does a person find a job he/she interested in?

4) Why is the role of a resume so important?

5) What is an application form?

 

Applying for a Job

Finding the job you want is in some ways like taking a final examination. You must bring together all you have learned and all you can do. Then you must present yourself and your skills to employers in such a way that at least one of them will want to hire you for a position in his or her organisation.

Remember that in your job search you must put together all you have learned1 and then make it work for you. Whether you want a part-time job, your communication skills will help you to prepare for and succeed in your search1.

You will be hired because you have skills that an employer needs. Most employers look for certain qualities in their employees. Employers want people who are willing to work hard and be co-operative, dependable, and trustworthy. They want positive, friendly and outgoing persons. They also want well-groomed workers who respect others and can handle criticism. (2)

In addition to the above qualities, employers want their employees to have certain job skills. Communication and organizational skills2, for example. A number of other specific skills are also needed to perform some jobs. Once you have analysed your skills and your needs and determined the jobs for which you are qualified, you must select the job that interests you most.

How do you find the job you want? Where do you look for a job for which you are qualified? – Newspaper advertisements are a good source of employment opportunities3. These ads may ask you to apply in person for the positions listed, or they may ask you to submit an application letter or a resume. Sometimes local professional journals or newspapers contain job listings3. F.ex.: the Los Angeles Daily Journal, a publication for the legal profession, is a good source of legal secretarial positions in the Los Angeles area.

Once you have decided what you have to offer an employer, you should prepare a written summary of your qualifications. This summary – your resume – is a description of your qualifications. It usually includes a statement of your education, your employment experience, a list of reference, and other data that will help you to obtain the job you wish. A resume may be sent with a letter of application, be presented to an employer at an interview, or be used to assist you in filling out an employment application form. Being your personal introduction to an employer, the resume should present the best possible impression of you4.

Most business firms like to have a standardized record for each employee. Frequently, personnel interviewers use the application form as they interview you.

At some point in your career, you will surely have occasion to write one or more of the following types of employment letters:

1. A letter of application. This letter may be written in response to a newspaper ad.
2. A letter accepting a position.
3. A letter refusing the position.
4. A letter residing from a position.

Vocabulary Tasks

 

Translate into English.

1. Большинство работодателей ищут сотрудников, обладающих не только высоким профессионализмом, но и такими личными качествами, как: ответственность, восприимчивость к критике, позитивный настрой. The majority of the employers are looking not only for highly-professional workers but also for those who are responsible, handling to critics, and positive.

2. Проанализируйте свои возможности и умения. При поиске работы выбирайте то, что вам интересно и в чем, по вашему мнению, вы можете добиться наилучших результатов. Analyse your skills and knowledge. Looking for a job choose that ones, which you are interested in and in which in your opinion you are more likely to achieve a success.

3. Ваше резюме – это ваша визитная карточка, которая поможет работодателю составить о вас первое впечатление. Сделайте всё возможное, чтобы ваше резюме характеризовало бы вас с наилучшей стороны. Your resume is your personal introduction to an employer, the resume should present the best possible impression of you. Make the most so your resume characterized you from the best position.

4. Во многих фирмах имеется стандартная анкета. Соискатель заполняет ее либо лично, либо во время интервью по ответам соискателя работодатель заполняет ее сам. Most business firms like to have a standardized record. The candidate fills it in on his own or the personnel interviewer makes it personally.

Over to you

1. The letter of application can be as important as the CV in that it often provides the first direct contact between a candidate and an employer. If this letter is not well written and presented, it will make a poor impression. The letter of application normally contains four paragraphs in which you should:

· confirm that you wish to apply and say where you learned about the job

· say why you are interested in the position and relate your interests to those of the company

· show that you can contribute to the job by highlighting your most relevant skills and experience

· indicate your willingness to attend an interview (and possibly say when you would be free to attend)

Unit II

Section A

International Trade

Vocabulary Notes

1. Gross Domestic Product (GDP) – валовый Национальный Продукт

2. to be on the rise – возрастать

Syn. to grow

to soar

3. to have a major impact on smth – иметь большое влияние на что-либо

Syn. to have a bearing (on)

to influence smth (greatly)

4. across a border – трансграничный, интернациональный

Syn. across countries

5. costs – издержки, затраты

fixed costs – постоянные издержки

variable costs – переменные издержки

marginal costs – предельные издержки

6. to be restricted to smth – быть ограниченным

n. restriction

v. to restrict

7. to a lesser extent – в меньшей степени

to some (a certain) extent – до определенной степени

Syn. (up) to a point

8. labor-intensive – трудоёмкий

capital-intensive – капиталоёмкий

9. interaction – взаимодействие

10. empirical – эмпирический

11. labor mobility – подвижность рабочей силы

12. to profit in real terms – получить реальную выгоду

13. opposing agendas – (зд.) противоположные программы, задачи

14. capital endowment – накопление капитала

15. income distribution – распределение капитала

 

Reading Tasks.

1. Understanding main points:

1. What is implied in the notion “international trade”? (International trade is exchange of capital, goods, and services across international borders or territories.)

2. Enumerate the factors having a major impact on the international trade system.(Industrialization, advanced transportation, globalization, multinational corporations, and outsourcing)

3. Expand on the differences between international and domestic trade. The main difference is that international trade is typically more costly than domestic trade. Another difference between domestic and international trade is that factors of production such as capital and labour are typically more mobile within a country than across countries.

4. What currencies are used in the international trade?

5. Expand on the models proposed to predict patterns of trade.

Understanding details.

International Trade

International trade is exchange of capital, goods, and services across international borders or territories. In most countries, it represents a significant share of gross domestic product (GDP). While international trade has been present throughout much of history, its economic, social, and political importance has been on the rise in recent centuries.

Industrialization, advanced transportation, globalization, multinational corporations, and outsourcing are all having a major impact on the international trade system. Increasing international trade is crucial to the continuance of globalization. Without international trade, nations would be limited to the goods and services produced within their own borders.

International trade is in principle not different from domestic trade as the motivation and the behavior of parties involved in a trade do not change fundamentally regardless of whether trade is across a border or not. The main difference is that international trade is typically more costly than domestic trade. The reason is that a border typically imposes additional costs such as tariffs, time costs due to border delays and costs associated with country differences such as language, the legal system or culture.

Another difference between domestic and international trade is that factors of production such as capital and labour are typically more mobile within a country than across countries. Thus international trade is mostly restricted to trade in goods and services, and only to a lesser extent to trade in capital, labor or other factors of production. Then trade in goods and services can serve as a substitute for trade in factors of production.

Instead of importing a factor of production, a country can import goods that make intensive use of the factor of production and are thus embodying the respective factor. An example is the import of labor-intensive goods by the United States from China. Instead of importing Chinese labor the United States is importing goods from China that were produced with Chinese labor.

International trade is also a branch of economics, which, together with international finance, forms the larger branch of international economics.

International trade uses a variety of currencies, the most important of which are held as foreign reserves by governments and central banks. Here the percentage of global cumulative reserves held for each currency, with the Euro in strong demand as well.

Models

Several different models have been proposed to predict patterns of trade and to analyze the effects of trade policies such as tariffs.

Gravity model

The Gravity model of trade presents a more empirical analysis of trading patterns rather than more theoretical models. The gravity model, in its basic form, predicts trade based on the distance between countries and the interaction of the countries' economic sizes. The model mimics the Newtonian law of gravity which also considers distance and physical size between two objects. The model has been proven to be empirically strong through econometric analysis. Other factors such as income level, diplomatic relationships between countries, and trade policies are also included in expanded versions of the model.

New Trade Theory

New Trade Theory tries to explain empirical elements of trade that other comparative advantage-based models have difficulty with. These include the fact that most trade is between countries with similar factor endowment and productivity levels, and the large amount of multinational production (i.e. foreign direct investment) which exists. New Trade theories are often based on assumptions like monopolistic competition and increasing returns to scale. One result of these theories is the home-market effect, which asserts that, if an industry tends to cluster in one location because of returns to scale and if that industry has high transportation costs, the industry will be located in the country with most of its demand to minimize.

 

Specific factors model

In this model, labor mobility between industries is possible while capital is immobile between industries in the short-run. The specific factors name refers to the given that in the short-run, specific factors of production such as physical capital are not easily transferable between industries. The theory suggests that if there is an increase in the price of a good, the owners of the factor of production specific to that good will profit in real terms.

Additionally, owners of opposing specific factors of production (i.e. labor and capital) are likely to have opposing agendas when lobbying for controls over immigration of labor. Conversely, both owners of capital and labor profit in real terms from an increase in the capital endowment. This model is ideal for particular industries. This model is ideal for understanding income distribution but awkward for discussing the pattern of trade.

 

Vocabulary Tasks

 

Unit II

Section B

Business Letters

Vocabulary Notes

 

1. to commit oneself to smth – взять на себя обязательства (to doing smth)

2. to convey – передавать

3. elaborate – сложный, тщательно выработанный

4. to be customary to do smth – иметь обыкновение что-либо делать

5. goodwill – (зд.) доброжелательность

6. a signatory – подписавший (документ)

7. to render services to smb – оказывать кому-либо услуги

8. to bring to one’s notice – доводить до сведения

9. wholesale trade – оптовая торговля

10. to claim – зд. – заявлять права

 

Reading Tasks

 

Understanding main points.

1) Why are the phrases like “We beg to advise you” considered unnecessary in business correspondence?

2) What are the main pelicularities of writing business letters in English?

3) What are the usual ways of starting the letter and ending it?

4) Sum up the typical mistakes that occur in business correspondence.

5) Why is it customary to place a reference at the end of one’s letter?

 

Vocabulary Tasks

1. Suggest the Russian equivalents.

suitable for the best class trade; to see smb shortly; wholesale trader;

to be the representative for…; at competitive prices;

to be outside the scope of general advice; deliberately

 

Extra Writing Tasks

 

Letter

You are the CEO of a small company which has taken over a larger rival

Look at your notes below

Use all your notes to write a letter to your staff explaining the situation.

Notes

We want this merger to work

It is essential to our future growth.

Some people will lose jobs, but not many.

Redundancy money will be offered and a retaining programme.

Will be intensive transition period.

Important everyone is committed to new business.

Service to the customers must not suffer.

Committed to long-term growth of business.

Unit III

Section A

Marketing

Vocabulary Notes

16. brand name – торговая марка, бренд

established brand names – известные торговые марки

unique brand names – уникальные торговые марки

17. incomplete – неполный

18. availability – наличие

19. to lessen the costs – уменьшить расходы

Syn. to reduce

20. product information – информация о товаре

21. artificial distinctions – искусственное различие

22. to maintain – поддерживать, сохранять

n. maintenance

23. incentive – побуждение, стимул

24. incentive program – поощрительная программа

25. indistinquishable – неразличимый

v. to distinquish

to identify – определять

n. identity

identification

adj. identifiable

26. to reward – вознаграждать

n. reward

adj. rewarding

27. to punish – наказывать, карить

n. punishment

28. withdrawal – зд. лишение

29. quality standarts – стандарты качества

30. to grade – классифицировать

Reading Tasks.

1. Understanding main points:

6. Why do consumers often prefer to rely on brand names?

7. What problems do economists see in consumer reliance on brand names?

8. Why do companies try to maintain and improve the quality of their products?

9. What would happen if consumers could not identify the companies that produce the product?

10. Why did many companies in the Soviet Union produce bad quality products?

11. What is the mechanism of repeated purchase?

12. What companies have more to lose in case they perform poorly?

13. Why do consumers of brand name products feel more assured?

14. Is it possible to rely on government standards only to assure company performance?

15. What are the examples that illustrate that the government can not easily capture some elements of product quality?

Brand Names

Consumers always have incomplete information about product availability, quality, and alternative prices. Such “imperfect information” leads them to rely on brand names, which lessen the costs of acquiring product information. By relying on brand names and the company reputations associated with them, consumers can make reasonable purchases without searching or investigating products each time they buy.

Many economists have lamented the fact that consumers put so much reliance on brand names. The problem, as these economists see it, is that this consumer reliance gives companies with established brand names "market power" over the price they can charge. When companies "differentiate" their products with unique brand names and associated advertising and promotional campaigns, they can charge more than others for what these economists claim are "truly" identical products. Brand names lead consumers to make what these economists consider to be artificial distinctions between different products. Companies with respected brand names, therefore, can increase prices without losing significant sales.

Because consumers rely on and pay for reputations, companies have incentives to establish reputations by maintaining and improving the quality of their products. This incentive would be lost if all companies were required by law to sell indistinguishable, homogeneous products. If consumers could not identify the companies that produced the products they bought, individual companies would have no incentive to improve the quality of their products; in fact, each company would have an incentive to decrease the quality of its products. Economist Marshall Goldman has pointed out that this is exactly what occurred in the Soviet Union when brand names were eliminated after the 1917 communist revolution. That is why firms in the Soviet Union were required to identify their output with "production marks." When consumers cannot identify the company that produced what they buy, they have no recourse when they receive a product of low quality. Not only do consumers have no legal recourse, but more important, they have no economic recourse. Without brand names consumers do not know from current purchase experiences which products to buy—and which ones not to buy - in the future.

This mechanism of repeated purchase, where good past performance and a good reputation are rewarded with future profitable sales, and where poor performance is punished.

As a result, companies with superior reputations, representing good past performance and the likelihood of future profitable sales, have something to lose if they perform poorly.

Because companies with valuable brand names that fail to perform have more to lose than companies without valuable brand names, consumers who buy brand name products are necessarily paying for something. They are buying the added assurance that the brand name company will have an increased incentive to take the necessary measures to protect its reputation for quality.

Finally, it is important to recognize that brand names even operate in marketplaces where the government sets product quality standards. The obvious question is: why not rely entirely on government standards to assure company performance? There are two main answers. First, government standards often cannot easily capture some elements of performance. For example, although the government may grade agricultural commodities, such as vegetables, for color, size, and so on, they cannot define and grade characteristics such as taste that are quite important to consumers. Second, government agencies that rate and assure quality are far from perfect.

To assure the quality of the products they buy, consumers are right to rely not just on government standards, but also on brand names.

 

Vocabulary Tasks

 

Render in English.

A

5. Marketing – процесс выяснения и удовлетворения потребностей.

6. Buyer’s behaviour – процесс принятия покупателем решения отм, какой продукт покупать и у кого. Процесс состоит из пяти последовательных этапов: осознание проблемы, поиск информации, оценка информации, решение о покупке, оценка после покупки.

7. Market segmentation – процесс разделения рынка на субрынки, каждый из которых образован группой потребителей в чем-то похожих друг на друга, например, уровнем образования, возрастом.

8. Marketing mix – маркетинговый комплекс, состоящий из продукта, системы го распоряжения, рекламы и цены, который фирма использует для обслуживания потребителей на его целевом рынке.

9. Target market – особая группа потребителей, чьи потребности собирается удовлетворять предприятие.

10. Branding – использование дизайна, символа, имени или их комплекса для идентификации продукта, что дает производителю ряд преимуществ.

11. Consumer goods – товары, покупаемые для непосредственного удовлетворения потребностей покупателя.

12. Distribution channel – цепь фирм, которые участвуют в покупке и продаже товаров по мере их продвижения от производителя к пользователю.

13. Durable goods – товары, срок потребления которых превышает один год.

14. Positioning – процесс подгонки имиджа товара потребностям его целевого рынка.

15. Product life cycle – период, в течение которого продукт последовательно проходит через стадии зарождения, роста, зрелости и упадка.

16. Publicity – общественное мнение о компании или ее продукте

17. Trademark – символ или наименование сорта, которые защищены законодательно.

В

1. Маркетинг тесно связан с такими социальными науками, как экономика, социология, психология.

2. Маркетинг изучает людей в социальном контексте.

3. Маркетинг – это система научных и практических взглядов, направленных на изучение и управление рыночными отношениями.

4. Цель маркетинга – определить нужды и потребности своих будущих потребителей.

5. Четыре основных управляемых фактора маркетинга – это товары, цена, размещение и продвижение,

6. Потребитель не может отделить услугу от ее поставщика.

7. Внешние рынки могут предоставить больше возможностей для роста компании.

8. Одна из сложностей – это оценка политических и правовых условий в стране.

9. Каждая страна Европейского союза имела свои торговые правила и положения.

10. Объединение устранило свыше 300 отдельных торговых барьеров.

11. Международный маркетинг – это маркетинг товаров и услуг за пределами страны, где находится организация.

12. Специалисты по международному маркетингу должны учитывать культурную среду каждого рынка.

 

Over to you:

 

3. “Marketing concept is consumer-oriented, integral, profit-oriented philosophy of business”. Explain, in your own words, this statement and its implications.

4. “Marketing managers can either view social change as a threat and be hurt, or they can view it as an opportunity and benefit”. Which part of the statement do you support? Why?

5. What is the role of cultural factors in domestic marketing? Give your examples.

6. Will the elimination of trade barriers between countries in Europe eliminate the need to consider submarkets of European consumers? Why or why not?

7. What options of entering into the international market do you know? What are advantages and disadvantages of each of them?

8. “In a free competitive economy, the consumer is king”. What does it mean?

9. “The producer, not the consumer is king. After all. the producer is the one who advertises. Therefore, the producer is the one who creates wants and thereby influences what consumers will purchase”. True or false? Explain.

10. Choose any question (problem, topic) relating to Marketing and make a 10 minute report in class. Refer to different additional sources to make your report interesting, instructive and informative.

 

Section B

Advertising

Vocabulary Notes

 

11. an intrusion – вторжение

12. to confront – сталкивать, стоять лицом к лицу

13. an appeal – призыв

14. unrelated products – не относящиеся к делу товары

15. to ensure interest – обеспечивать интерес

16. to be turned off – зд. быть исключенным

17. a drawback – недостаток

 

Reading Tasks

 

4. Understanding main points. Answer the questions:

6) Why are advertisers made to look for innovative ways to attract consumers?

7) What are the differences between traditional and modern advertising?

8) What are the advantages of a so-called “direct appeal”?

9) Do global companies tend to experiment with their ads?

10) Is it possible to imagine the future of the world without advertising?

 

Text

 

Today advertisers are having to find innovative ways to attract the attention of increasingly disinterested consumers. Research has shown that although some people consider advertising to be an intrusion into their private lives others, particularly the younger generation, actually enjoy being the target of commercial messages and the more surprising they are the better.

Traditionally advertising has relied on such media as television and magazines to appeal to a broad audience with no guarantee of reaching its target. With increasing competition and more sophisticated market data, companies are now trying to find ways of directly confronting only the specific groups of consumers that interest them.

This has led to an increase in point-of-sale and outdoor advertising which is now taking some new and unexpected forms. For instance, in some supermarkets, food products, such as fruit, carry small stickers advertising totally unrelated products. Similarly, floors in shops, schools and stations have become just another surface on which to place a message – the idea being that you can’t get much closer to the customer than under his or her feet.

Visitors to new cities who rent cars are often surprised when they switch on the cassette player to hear commercials for shops, restaurants and interesting places to visit. Cash distributors with talking ads are not uncommon in the US and screens and speakers at petrol pumps, advertising products you can find in neighboring shops have proven to be very successful in some American cities.

Direct appeal, like this, doesn’t only make good marketing sense but it often works out to be less expensive too. Global companies who continue to use the costly broadcast media are also beginning to experiment with ways to guarantee consumer attention by running original and sometimes even shocking adverts where you would normally least expect them. Hardly surprising when you know that the average person will spend several minutes reading your advert every time they go to the buthroom. But it is risky business and these kinds of ads can sometimes backfire. While interest is ensured, the drawback is that some people will be turned off.

So where will it all end? So far, environmentalist groups have managed to stop the promoters of ‘space marketing’ but one US company still has plans to send giant billboards into orbit that will be big enough for the whole world to see. Get ready for the advertising future where, wherever you look, up or down, someone will be trying to get you to part with your money.

Vocabulary Tasks

1. Suggest the Russian equivalents.

commercial messages; point-of-sale advertising; market data; unrelated products; cash distributors; an advert; to ensure interest; to part with money

 

4. Fill in the gaps:

1) Visitors to new cities who ……… are often surprised when they ……… to hear commercials for shops.

2) With ………, companies are trying to find new ways of confronting the customer.

3) Hardly surprising when you know that the average person ……….

4) While interest is ensured, the drawback is that ……….

5) Today advertisers are having to find ……… to attract the attention of disinterested consumers.

Unit IV

Section A

Management in the UK

Vocabulary Notes

31. to reduce the workforce – сократить штат

32. advancement – продвижение вперед

33. to diminish – уменьшать

34. to coach somebody – учить, тренировать

35. to contribute to the benefit – способствовать процветанию

36. an accounting system – бухгалтерская система

37. capacity – (зд.) способность

38. to sustain business – поддерживать бизнес

39. an asset – (зд.) достояние

 

Reading Tasks.

1. Understanding main points:

16. What managers are needed now?

17. Has the key role of management changed lately? In what way?

18. Do you agree with the statement that the first place in motivating the staff in the constant increase of wages?

19. How do companies benefit from a properly motivated staff?

20. What is implied by the statement “Organisations must be quicker to respond”. Comment on it.

 

Understanding details.

Vocabulary Tasks

 

Writing Tasks

Unit IV

Section B

Crossculture communication

Vocabulary Notes

1. business culture – культура ведения бизнеса

2. to schedule appointments – планировать встречи

3. a subtlety – тонкость, нюанс

4. to be attributed to smth – (зд.) приписываться чему-либо

5. to be accountable for one’s own actions – отвечать за собственные действия

6. distinction – отличие

7. a breach of protocol – нарушение протокола

8. an emphasis on hierarchy – значение иерархии

9. a subordinate – подчиненный

10. a virtue – добродетель, достоинство

11. humility – смирение, скромность

12. ambivalent – двойственный, двусмысленный

13. to extend negotiations beyond the official deadline – (зд.) затягивать переговоры, нарушая установленные сроки

14. to gain advantage – получить преимущество

15. to press for a better deal – (зд.) настаивать на более выгодных условиях сделки

 

Reading Tasks.

1. Understanding main points:

1) What colour should printed presentation materials be in?

2) What do Chinese businesspeople rely on in forming opinions and solving problems?

3) Where does responsibility for all decisions rest in this country?

4) What does “saving face” mean?

5) What do business cards look like?

6) How should you behave when receiving a business card?

7) What is the procedure of Chinese business protocol?

8) What kind of people are the Chinese?

Understanding details.

China

The Chinese business ethics is rather peculiar, with accounts for a specific historical, political and cultural development of this country, as well as its geographical position, size and pollution.

Appointments

Being late for an appointment is considered a serious insult in Chinese business culture. The services of a host of a reputable Public Relations firm are recommended for detailed work involving meeting and negotiating with senior Chinese officials.

The best time for scheduling appointments are April to June and September to October.

Business and government hours are 8:00 a.m. to 5:00 p.m. Monday through Saturday. There is, however, a five-day work week in larger cities. Avoid planning to visit government offices on Friday afternoon because this is sometimes reserved for “political studying” for the officials.

Store hours are 9:00 a.m. to 7:00 p.m. daily. Most stores in Shanghai however, remain open until 10:00 p.m. Chinese workers take a break between 12:00 p.m. 2:00 p.m. Practically everything “shuts down” during this period including elevator and phone services. When scheduling your appointments be sensitive to holydays such as Chinese New Year. For May Day and National Day many businesses will be closed for up to a week. The date of these occasions varies from year to year due to official advice allowing the long holidays.

Business culture

You’ll find it beneficial to bring your own interpreter, if possible, to help you understand the subtleties of everything being said during meetings.

You will have to make presentations to different levels of the organization. Before you arrive, have at least 20 copies of your proposal ready for distribution.

Printed presentation materials of any kind should be black and white only. Avoid colours that are attributed to special meanings in this culture, many of them are negative.

Generally, the Chinese treat “outside” information with caution.

Except for those educated in the West, Chinese businesspeople largely rely on subjective feelings and personal experiences in forming opinions and solving problems.

Belief in the Communist party line will be a dominant influence in all negotiations.

Empirical evidence and other objective facts will be accepted only if they do not contradict a Communist party doctrine and one’s feelings.

In this country responsibility for all decisions rests with the Communist party and assorted government bureaucrats. Individuals working within this network, however, are still accountable for their own actions. Local decisions are made by the head of the collective.

In Chinese business culture the collectivist way of thinking still prevails even in sectors experimenting with free enterprise.

“Saving face” is an important concept to understand. In Chinese business culture, a person’s reputation and social standing rests on this concept. Causing embarrassment or loss of composure can be disastrous for business negotiations.

The Chinese are very keen on exchanging business cards so be sure to bring a plentiful supply. Include your professional title on your business card’s especially if you have the seniority to make decisions.

In Chinese business culture the main point of exchanging business cards is to determine who will be the key decision-maker on your side.

If your company is the oldest or largest in your country, or has another prestigious distinction, ensure that this is stated on your card.

It’s an asset to have your business cards printed in gold ink. In Chinese business culture gold is the colour of prestige, prosperity.

When receiving a business card that has been presented to you, then place carefully it into your card case or on the table.

Not reading a business card that has been presented to you, then stuffing it directly into your back pocket will be a breach of protocol.

In accordance with Chinese business protocol people are expected to enter a meeting room in hierarchical order. For example, the Chinese will assume that the first foreigner to enter the room is the head of the delegation.

Since there is such a strong emphasis on hierarchy in Chinese business culture, ensure that you bring a senior member of your organization to lead the negotiations on your behalf. The Chinese will do the same. Only the senior members of your group are expected to head discussion. Interruptions of any kind from subordinates are considered shocking by the Chinese.

In Chinese business culture humility is a virtue. Exaggerated claims are regarded with suspicion and, in most instances, will be investigated.

The Chinese will not directly say “no” to you. Instead, ambivalent answers such as “perhaps”, “I’m not sure”, “I’ll think about it”, or “We’ll see” usually mean “no”.

The Chinese tend to extend negotiations well beyond the official deadline to gain advantage. On the final day of your visit they even may try to renegotiate everything.

Be patient, show little emotion, and calmly accept that delays will occur. Moreover, do not mention deadlines. At the end of a meeting you are expected to leave before your Chinese counterparts.

You may have to make several trips to China to achieve your objectives. Chinese businesspeople prefer to establish a strong relationship before closing a deal.

Even after the contract is signed, the Chinese will often continue to press for a better deal.

Vocabulary Tasks

Over to you

1. Prove that it isn’t easy to negotiate with the Chinese.

Part II

Professional

Unit I

Banks and Banking Services

Vocabulary Notes

40. to pay no interest – не выплачивать процент

41. to provide smb. with smth. – обеспечивать кого-либо чем-либо

42. an applicant – претендент

43. to overdraw – допустить перерасход средств со счета

44. a reference – зд. отзыв

45. a statement – выписка с банковского счета

46. to keep an account in credit (in balance) – поддерживать положительный баланс счета

47. to pay bills – платить по счетам

48. to offer facilities (services) – предоставлять услуги

49. to charge interest – взимать процент

50. to borrow money from the bank – брать ссуду в банке

51. a base rate – базисная (процентная) ставка

52. available – имеющаяся в наличии

53. to make a payment on the loan – выплачивать деньги по ссуде

54. to vary - варьироваться

Reading Tasks.

1. Understanding main points:

21. What are the advantages of a current account?

22. Why is it necessary to see the branch manager?

23. What interest is paid on a current account?

24. Why is it important for the manager to know your background and the place of work? To be sure that you’re able keep an account in credit

25. Is a cheque book provided for a current account holder? Yes

26. What are the advantages of a deposit account over a current account?

27. What are the disadvantages of a deposit account?

28. What is the most important service of any bank?

29. What is the most available method of borrowing from the bank?

30. Is the interest rate on overdrafts fixed? No

31. What are the advantages of arranging a “personal loan”?

32. How often does one have to pay for using a bank loan?

Text

Current accounts

There are different kinds of bank accounts. The most popular is the current account. It pays no interest but it has other advantages 3. Firstly, it enables people to keep their money in safe place. Secondly, it allows them to withdraw it at any time. Thirdly, it provides them with a cheque book so that they do not have to carry a lot of cash. 1

To open a current account it is necessary to see the branch manager. He has to decide whether the applicant is likely to keep the account in credit. 2 A current account holder can only overdraw with the manager’s permission. The manager will therefore want to meet the applicant to get the necessary background information. For example, he will want to know the applicant’s occupation and place of work. He will also probably want a reference from his or her employer. If, after the interview, the manager is satisfied with the applicant he will approve the application, arrange for the applicant to be given a cheque book and arrange for a monthly statement to be sent to him or her.

Deposit accounts

A deposit account is another popular account. It has advantages over a current account. First of all, it is easier to open a deposit account than a current account. 5 A customer only has to fill a form and then deposit the minimum amount of money required by the bank. The customer is then given a pass book which he must bring to the bank every time he wishes to withdraw or deposit money. The pass book is customer’s record of the account. Secondly, a deposit account earns for the customer.5

The bank invests the money that the customer pays in and in return, the bank pays the customer interest. The rate of interest in the UK is not fixed but it is usually between 5-10%. However, a deposit account has certain disadvantages too. In the UK at the moment the maximum a customer can withdraw in one day is £20. Another disadvantage is that the customer receives no chequer book and therefore he cannot pay bills so easily. 6

Bank loans

Recently banks have started to offer many facilities to their customers. There are new types of accounts, cheque cards, insurance cover for the investment services. However, one of the most important services banks offer is that they lend money to their customers. 7 The methods available for a customer to borrow from his bank and the rate of interest he is charged vary from country to country and bank to bank. One way of borrowing is to overdraft on your account. 8 This is useful if you only wish to borrow a small amount for a short time. The interest rate on overdrafts depends upon the bank rate. 9 In the UK at the moment it is 12% over base rate, i.e. 23£. Of course, you can only have an overdraft with your manager’s permission. Another way is to arrange a “personal loan”. A personal loan is for a fixed period of time usually 3-5 years. Many people take out a personal loan to buy a car. Each month the customer makes a payment on the loan to the bank. 11 The main advantage of a personal loan is that the interest rate is fixed. 10 In the UK at the moment it is 19£.

 

Vocabulary Tasks

 

Unit II

Vocabulary Notes

55. to incorporate – объединять, включать