Модуль7. Маркетинг и реклама. Маркетинг на транспорте. Экономические системы. Рыночная экономика. Современные тенденции рынка. Железные дороги и рыночная экономика

Text 1. About Marketing

If a company wants to increase the efficiency of production, it should take into consideration some business producers and consumers’ interests. In other words, producers must know what to produce and consumers must know that it is being produced. The task and responsibility of the marketing staff is to link these two factors together. Marketing is the process of keeping producers informed of consumers’ needs and evaluating that their products are available to consumers in the way the latter want. A market consists of people who sell and buy. That is way the markets can be consumer and industrial. Marketing is possible only in the free–market economies, as in the central-planned economies it is the government that dictates what should be produced and then distributed.

Marketing is the strategic business function on facilitating and fulfilling customer demands by introducing innovations, developing relationships and creating good customer services.

Marketing can be seen as a fundamental philosophy, and as a set of applied techniques. As a business philosophy, marketing puts customers at the centre of an organisation’s considerations. In a competitive business environment, an organisation will survive only if it focuses on the needs of clearly defined groups in society and produces goods and services that satisfy their requirements efficiently. A company must pay attention to the customer wanting to buy, rather than to the producer needing to sell.

Marketing, as a set of techniques implies market research as a technique for finding out customer needs and advertising as a technique for describing the benefits of the product offered to the customers. New product development and pricing are also marketing techniques.

The marketing mix comprises Product, Price, Promotion, Place, People, Process, and Physical Evidence decisions.

A product is a service or goods that an organisation offers to the customers. Developing a new product a manager can control quality, style, special design features, packaging, warranties, after-sales service, and the brand image.

A price determines the income that will be generated. If the selling price of a product is set too high, a company may not achieve its target sales volume. If it is set too low, the target sales volume may be achieved, but less profit will be earned.

Companies usually make their goods and services in places that are convenient for production. Customers buy them where the purchase process is the easiest. Managers should determine how to deliver the goods from the place of production to the place of sale. This means determining the channels of distribution.

Logistics or physical distribution management is also very important as it helps to optimise transport and storage expenses.

Promotion is used by companies in order to deliver the message describing the benefits of their products to their target markets. Promotional tools include advertising, personal selling, public relations, sponsorship, and direct marketing methods.

People decisions are particularly important to the marketing of services where staff has a high level of contact with customers. Marketing effectiveness is affected by the actions of those employees who interact with customers.

The process of production may be of little concern to the consumer of manufactured goods, but it is often of critical concern to the consumer of ‘high contact’ services. For busy customers, the speed and friendliness with which the customers are processed may be as important as the product itself.

Physical evidence is especially important for buyers of intangible services. This can be a brochure which describes and gives pictures of important elements of the service or product. The appearance of staff can give evidence about the service. A clean, bright environment used in a service outlet can help to persuade potential customers to make a purchase decision. As for the well-managed businesses, marketing is the process that has no beginning or end. It involvs analysis, planning, implementation, evaluation and control.

Answer the questions:

1. What is marketing?

2. Why are companies engaged in marketing?

3. Who or what is in the centre of the company’s marketing efforts?

4. What are the components of the marketing mix?

5. What product characteristics does a manager control?

6. What may happen if the selling price of a product is too high?

7. What role does the concept of place play in marketing?

8. What promotional tools can a company use?

9. What is particularly important to the marketing of

services ?

10. What does physical evidence refer to?

Text 2. Advertising

Advertising is one of the largest industries. Business can spend billions of dollars on advertisement of its products. As consumers are the main target of business, companies pay special attention to the methods of advertising. Advertising is one of the promotional tools in the hands of sales companies for achieving their main goals –that is to make us to buy more and more. Advertising can be informative, persuasive, reminding and supporting. All these kinds of advertising have different functions. Thus, informative advertising provides customers with information about the product and its advantages, while remonstrative advertising tries to make customers buy the products of the particular company but not of a competitor’s one. Advertising often results in lower prices helping companies reduce costs on their goods. Advertising steps up competition and helps the economy of the country by stimulating consumer demands. Due to the new technology, advertising has shifted from television and print media to the Internet and has started to get its audience. Viral web ads spread from computer user to computer user. With people, spending much time on the Net, and many using video-friendly high-speed connections, it seems highly likely that viral video advertisements will become mainstream before long. And, as competition for on-line user attention increases, companies will be forced to do more to ensure their ads are watched.

However not everybody thinks that advertising benefits the economy. Some critics have the opposite point of view and consider advertising the greatest evil of our days. They say that information contained in advertisements does not inform but misleads the consumer. Consumers spend money for products they do not really need. The radio and TV are not free because they are dependent of advertising and sales companies who pay big money for advertising time and dictate their will to different channels and programmes. To make the advertising company successful, each organisation should consider an advertising plan as part of its marketing plan. Companies should have their own advertising departments or they can turn for advice to special agencies.

Answer the questions:

1. How much does business spend on advertising?

2. Who is the main target of sales companies?

3. What types of advertising can you name?

4.What does informative advertising provide customers with?

5. What is the aim of remonstrative advertising?

6. What is the role of advertising in the economy of the country?

7. What has happened to advertising due to the new technology?

8. What do critics say about information contained in advertisements?

9. What do critics think of the modern radio and TV?

10. What should a company do to make advertising successful?

Text3. Marketing in Railway Systems

Marketing is in many ways the central activity in business management. Marketing in a railway environment is a method and process for planning, mobilising and applying the resources to satisfy customer demands and to get profits. Marketing Mix includes Product, Price, Promotion, Place, People, Processes and Physical Evidence.

The core products of railway organisations are transportation services. For a railway passenger service, the main characteristics of the product are the transit time, cleanliness and the riding comfort of the rolling stock. For a railway freight service, the characteristics of the product are the operational reliability of the service; the security for consignments and the availability of door-to-door delivery.

As to the price for a railway passenger service, the fare is usually graduated by distance. In addition, fare rates vary with the standard of service. Different discounts may be provided as well. In a railway freight service, the tariff is usually expressed as a rate per tonne-km.

Promotion of railway services and sales representation are becoming important tools in the railway business.

“Place” in the case of railways includes not only passenger stations and freight terminals, but corporate headquarters and centralised railway reservations offices as well.

People are the most important resources of the railway enterprise. Railway management systems can’t be successful if the customers do not feel that the railway staff eagerly responds to their needs.

Railway processes and operations must be compatible with the needs of the railway customers. If a customer requires regular loading on fast freight trains, then a railway’s policy of operating slower trains will be incompatible with these needs. That’s why the railway must be prepared to change its process accordingly.

Physical Evidence refers to the layout and presentation of the railway facilities. For example, the design of passenger stations must be comfortable for all categories of travellers.

A Marketing Plan is one of the most significant outputs of the marketing process. It should identify marketing objectives and strategies, specify sales, pricing and promotional strategies, review past sales and profit performance.

Marketing Strategies include actions taken to modify the elements of the marketing mix in order to achieve marketing objectives. Marketing Objectives as well as Marketing Strategies must be market segment related, practical, realistic, and responsive to the actual needs of customers.

Answer the questions:

1. What is railway marketing?

2. How many components does the marketing mix comprise?

3. What are the main railway products?

4. How is the price for a railway passenger service calculated?

5. Why are people the most important resources of the railway enterprise?

6. Why must railway processes be flexible?

7. What does physical evidence refer to?

8. What does a marketing plan identify?

9. What do marketing strategies include?

10. What are the main demands to the marketing objectives?

Text 4. About Economic Systems

For thousands of years human societies had very simple economies. There were no shops, markets or traders. There were no employers, paid workers or salaries. Today, this kind of economy is known as traditional and there are some remote corners of the world where this system is still alive. Like any other economic system, the traditional economy has its benefits and drawbacks. The biggest benefit is that these are peaceful societies.

Walking through a busy street market, it is hard to imagine that behind this noisy confusion lies a very logical economic theory - the market economy. The market economy or free market is not controlled in any way by the government. In a free market, the only reason why things are bought and sold, is because there is a demand for them. The role of the company in the market economy is to supply customers with what they want. However, companies need an incentive to grow and develop, and there are only two ways of how to make a profit. The first way is to rise prices, while the second one is to reduce production costs which bring companies to competition and technology. Competition exists in a free market economy because theoretically anyone can be a producer. It means that companies have to compete with each other for a share of the market. As for technology, it is vital because producers need ways to reduce costs. Technology helps companies to produce more goods in less time and with less effort.

As for the planned economy, in many ways it is the direct opposite of the market economy. In the planned economy very step is decided by the government. One of the drawbacks of the planned economy is problems with supply. It is very difficult for governments to know exactly how much to provide to meet demand which leads to shortages. When shortages happen, governments. can do two things- ration goods or raise prices. In this situation people start hoarding things and the situation gets even worse. For this reason, countries with planned economy such as China are rapidly moving toward another system - the mixed economy.

In mixed economies privately owned businesses exist alongside state run industries. The economy is divided between the private the and state sector which includes industries that the government thinks are important and need protection from the risks of the free market. These could include public transport, hospitals, schools and large industries such as oil, steel or agriculture. They are sometimes called primary industries as they provide basic materials for manufacturers. State industries use money collected in taxes by the government. They do not need to compete with other companies and may turn into large monopolies and dictate there will to business. That is why many counties have started the process of deregulation which means freeing up the economy and to allow private businesses to compete with state-owned industries. Deregulation of such services as telecommunications, transport and banking is generally accepted by people. However, the public does not approve deregulation in education and health services, feeling that profit motivation will harm them rather than improve. Another way is to put limits on free enterprises and to ban trade of certain goods if they are dangerous. Governments may also regulate methods of production. They do this to guarantee that products are safe for consumers or to protect the environment.

Answer the questions:

1.What are the main features of the traditional economy?

2. What is the main principle of the market economy?

3.Why is completion vital for the market economy?

4. Why do companies have to develop technology?

5. What happens in countries with the planned economy?

6. What is the main drawbacks of the planned economy?

7. How do business and state industries function in countries with mixed economies?

8. What does the process of deregulation mean?

9.What type of deregulation is not accepted by public?

10. What other ways of state regulation can you name?

Text 5. Current Market Trends

The global market of the 21^st century is a turbulent, dynamic and rapidly developing world. New market forces have replaced the old ones. Companies implement new technologies, forms of sale, and strategies for changing the world around us. New products, new forms of business organisation and new business regulations are emerging. To be competitive, companies invest a great deal of time and money researching new products and their targeted buyers. So, when innovative products are launched in the market, they are snapped up by buyers, rather than having to be sold at a discounted price. New forms of business organisation are multinational companies and private-public partnerships. New regulations are the ones concerning the protection of competition, deregulation of market, economic decentralisation, support of research, and support of domestic corporations. Global markets bring an opportunity for growth, not only for industry giants but for all companies if they have enough resources. National boundaries tend to be irrelevant; the corporate headquarters might be anywhere. Every company wants to be recognised as the leading provider of values for customers, employees and shareholders in its field.

To be competitive in the global market economy a company should be responsive to the customer’s needs, making the customer's satisfaction the top priority. A company must follow the demographic and technological changes, investigate new market segments and new needs appearance. In order to draw out new products a company must define how to satisfy these new needs and wants, to understand what products or services the customers need, and what the products characteristics must be.

A company must regularly evaluate existing products or services as well, improve the quality, performance and reliability, rationalise the production, and develop a perfect delivery system.

Building a brand and a positive company image gives a company a competitive advantage and a good experience in public relations. The management of the company should monitor the price and value relationship, and estimate the employees level of performance. It is necessary to gather information about the key competitors in the market place, to analyse the competitors’ advantages and weaknesses and to develop the strategy how to be better.

A company must have a well-developed ability to decide where, when and how to compete. These decisions require the knowledge of market trends and competition current affairs of the company as well as a highly qualified staff.

Answer the questions:

1. Why do we say that the market of today is a turbulent, dynamic and rapidly developing world?

2. Why do companies invest a great deal of time and money researching new products and their targeted buyers?

3. What forms of business organisation do you know?

4. What is a top priority for a company which wants to be in the global market economy?

5. What must a company investigate when it is launching a new product?

6. What must a company evaluate, improve and develop in order to be competitive?

7. What do brands and a positive company image give to the company?

8. What information should a company gain to develop the strategy of how to be better?

9. What should a company do become competitive ?

10. Why must the staff of the company be highly qualified?

Text 5. Railway Systems in Market Economy

Nowadays railway systems play an important transport role. To do so they must be punctual, provide high-density services, and be in harmony with the environment. In order to cope with the requirements of the market economy railways introduce new methods of management, commercial activities and tariff policy. Simultaneously, they build new high speed tracks and reconstruct the old ones. Railways renovate their fleet and put it into operation. Rail managers develop logistic chains and new types of combined transport.

Awareness of environmental issues, daily highway and airport congestion suggest railways a new role within transportation systems.

In the competitive transport market, railways should use their advantages. They include high speeds, urban rail services, combined transport, and container transportation.

The share of railways in the national transport sector depends mainly on realisation of the market requirements. It can also be affected by the degree of state intervention, tariffs and subsidies.

In the past Russian railways were highly centralised and were the part of the planned economic system. As the market economy with free markets and free price system had replaced the planned one, the old practice became invalid. Taking much of the previous experience, the Ministry of Railway Transport launched a skilled gradual programme of adaptation to the market economy.

In the light of today’s market Russian railways satisfy demand for transportation and enhance efficiency and quality of their services. They also integrate into the Eurasian transport infrastructure.

In order to meet the requirements of the market environment railways must show more efficiency and flexibility of their services. They are to cut costs, introduce new technologies, and modernise rolling stock.

Answer the questions:

1. What do railways introduce to meet the requirements of the market economy?

2. What is the function of rail managers?

3. Why is a railway network a competitive means of communication?

4. What factors suggest railways a new role within transportation systems?

5. What are the main advantages of the railways today?

6. What does the share of the railways in the national transport sector depend on?

7. How were Russian railways organised in the frame of the planned economy?

8. How is the market economy guided?

9. Who is responsible for adjustment of Russian railway network to the market environment?

10. What steps must be taken for the adaptation of Russian railways to the market conditions?

Модуль 8. Реклама и PR в деятельности государственных структур. Государственное и общественное регулирование рекламно-информационной деятельности. Взаимодействие органов государственного и муниципального управления со СМИ. PR и реклама во внешней политике. Реклама и PR на транспорте

Text 1. PR and Advertising in Government Institutions

The term “Public relations” means working with public opinion, influence it in a way that is positive to an organisation. Nowadays public and municipal agencies face the need to conduct active information policy. That is why the establishment of effective public relations is an important part of public administration. That is way sate agencies and municipal authorities have opened special press services, press centres and PR departments to conduct their policy. Some regional public administrations tend to collaborate with independent PR agencies because of the short term objectives such as an election campaign. PR specialists or those whom we call press secretaries, information officers, public affairs or communication specialists keep people informed about the activities of state agencies and offices.

In the UK every minister is in charge of the PR policy of his ministry. PR activities are regulated not only by departmental PR-services, but also by the Central Office of Information, which helps specialists of the public sector deliver policy objectives and public services efficiently and effectively from a network of offices across the UK. As part of the Government Communication Network, the Central Office of Information sets standards, offers guidance on digital engagement, shares knowledge and expertise. The COI is uniquely responsible for producing and distributing information materials and for delivering a special government website Directgov that provides access to public sector services.

The Broadcasting Board of Governors in the USA is an organisation devoted to “public diplomacy”. It is responsible for all non-military international broadcasting sponsored by the US government. Thus, public affairs specialists in the US Department of State keep their citizens informed of the US position on foreign issues.

In Russia there are three main levels of state-operated PR bodies - federal, regional and local. The federal level PR body has the widest authorities and functions, while the regional level PR office is more effective, though its sphere of influence is narrower in comparison with that of the federal one. Local or municipal PR agencies are mostly implemented by social institutions, such as organisations of disabled people, veterans or mothers of large families and their main mission is to maintain people's trust.

The most developed federal PR institution in Russia is the President's PR administration, which involves such substructures as the Public Relations Department, the Press-Service department, the Protocol Department and so on. The President's PR administration is responsible for providing analytical and propagandistic materials to media. It coordinates the work of federal press centres, organises the relationship with media and implements the information policy of the country. Management in the public sphere is different from a similar role in the private sector, because of the inherent differences between the two sectors. One of the characteristics that differentiates the public and private sectors is the role and power of the news media or, more generally, the importance of external communication as an element of management. Thus, in the private sector, an organisation's target audience is a group of people interested in a certain product or service. As for the state sector, the spheres of actions and influences are wider, and the task is to deliver information to and build communication with various groups of a society. So, the main tasks for PR professionals working for the stated-owned bodies are:

1. to establish and maintain communication with people and organisations in order to study public opinion;

2. to gain public understanding on decisions made by the state agencies;

3. to influence the attitudes and behaviours of public by using research and behavioural insight;

4. to encourage public trust by identifying policies, procedures and concerns;

5. to build a favourable image of the government and officials;

6. to respond directly on citizens' enquiries and complaints;

7. to consult managers of government institutions on how to organise press-conferences and public presentations or how to prepare speeches for officials;

8. to improve the labour-management relations and build a friendly atmosphere inside the state organisation.

PR professionals perform a wide range of services such as preparing the annual reports, gathering information, handling news releases and other forms of media coverage, as well as managing promotions, special events, and speech writing. In the contemporary world government institutions need high-qualified professionals in the sphere of advertising and PR to encourage public trust and support.

Answer the questions:

1. What does the term “public relations” mean?

2.Why did state bodies and municipal authorities open special press services and different PR departments?

3. What are the main responsibilities of the Central Office of Information in the UK?

4. What is the US Broadcasting Board of Governors responsible for?

5. What are the main levels of the state-operated PR bodies in Russia?

6. What is the most developed federal PR institution in Russia?

7. How does management of public and private sectors differ?

8. What are the main tasks of PR professionals working for the stated-owned bodies?

9. What range of services do PR professionals perform?

10. Why do government institutions need high-qualified professionals in the sphere of advertising and PR?

Text 2. State and Public Regulation of Advertising and Information Activity

Advertising as well as other forms of marketing is a vital means of communication between marketers and customers. It helps to create efficient markets, both nationally and internationally, and brings significant benefits for both consumers and companies, as well as for society in general. In order to monitor and control advertising a number of different regulatory bodies have been set up. Many countries have established the Advertising Standards Authority, whose job is to examine complaints from the public, and establish whether or not a particular ad or campaign should be withdrawn.

Advertising regulation refers to the law and rules that define the ways in which products can be advertised in this or that region. Rules can define a wide number of different aspects, such as placement, timing, and content. Advertising law is a complex area. Many communities have their own rules, particularly for outdoor advertising.

In the United States, the Federal Trade Commission is the highest authority on the subject. States and more local political divisions can have their own laws on the subject. False advertising and health-related ads are regulated the most.

Sweden and Norway prohibit domestic advertising that targets children. Some European countries don’t allow the sponsorship of children’s programmes, no advertisement can be aimed at children under the age of twelve, and there can be no advertisements five minutes before or after a children’s programme is aired.

In the UK the situation is complex as well. Each medium is governed by different regulatory bodies. Thus, Non-Broadcast Advertising is managed by the Advertising Standards Authority, while TV commercials are referred to the Office of Communications. OfCom- is a special governmental super-regulatory body of telecommunications industries which has merged the Radio Authority, Independent Television Commission and the office of Telecommunications.

However, all advertising in the UK is subject to the Committee of Advertising Practice and to the European Advertising Standards Alliance. Thus, CAP is responsible for the constant revising and updating of the British Code of Advertising, Direct Marketing and Sales Promotion - the CAP Code. Its members represent all sectors of the marketing communications industry. The Code policy and monitoring team conducts routine monitoring of advertisements in various media. As advertising of tobacco on television, billboards or at sporting events is banned in the UK, alcohol advertisers are not allowed in their campaigns to discuss the relative benefits of drinking, in most instances therefore choosing to focus around the brand image.

In the Russian Federation, the Federal Anti-monopoly Service (FAS Russia) and its regional offices are responsible for enforcement of the advertising legislation. Within the limits of their authority, the anti-monopoly bodies prevent, reveal and terminate violations of the advertising legislation of the Russian Federation by physical or legal persons and initiate and consider cases related to violations of the advertising legislation of the Russian Federation. An advertisement must be bona fide and accurate. Unfair and false advertising is forbidden.

Answer the questions:

1. Why is advertising vital for communication between marketers and customers?

2. What bodies have been established in different countries to regulate advertising?

3. What does advertising regulation refer to?

4. What aspects can advertising regulation rules define?

5. What institution is responsible for advertising regulation in the United States?

6. What advertising is prohibited in Sweden and Norway?

7. How is the advertising regulation control realized in the UK?

8. What type of advertising is banned in the UK?

9. What bodies are responsible for enforcement of the advertising legislation in the Russian Federation?

10. What is the mission of the Federal Anti-monopoly Service in Russia?

Text 3. Mass Media and PR in Government Institutions

The importance of mass media today is immense. Transparency and accountability are impossible in contemporary democracies without media. Media is a vehicle through which government institutions inform, explain and try to win support for their programmes and policies. The relationship between media and government institutions is a complex and increasingly symbiotic process. Thus, if the media portrays something as a crisis, then it is. Moreover, any public servant who openly disagrees with the latest media narrative can be labelled as a rigid bureaucrat who is out of touch with reality. That is why government institutions prefer to stay in strategic partnership with media.

As for PR specialists, they work with media in many ways: prepare press interviews, organise news conferences, conduct media tours and write such materials as fact sheets, press kits, and op-ed articles. Those who work in the sphere of PR establish and maintain friendly relationships with editors, reporters and journalists and provide them with accurate information constantly and consistently. Press reporters are invited to the sessions of local administration to cover such issues as housing problems, care for children and aged people, health care and environment protection.

A typical state PR administration consists of four main departments: press, television and radio, advertising and briefing. Each of these departments has its terms of reference.

Press-department: It is the source of information for national newspapers and magazines, as well as for foreign media. This department organises reporters' visits to the government offices and press-conferences.

TV and radio department: With the growth of TV and radio influence on public opinion, collaboration of PR departments and local TV and radio stations has become really important. Local TV and radio channels usually have some documentary programmes covering and analysing “hot” issues. PR professionals provide the necessary information to these programmes as they form the opinion of people about situations in a region or a country.

The Internet, as relatively new medium of communication, carries an extensive range of information resources and services today. It has enabled entirely new forms of social interaction and activities and achieved new relevance as a political tool, leading us to the Internet censorship. Nowadays many people use the World Wide Web to access news so state bodies and political officials have established official websites to provide information on their activities and policies more quickly and conveniently than via TV or the radio.

Advertising department: Nowadays it is impossible to imagine the activity of government institutions without advertising in media. Advertising departments produce commercials, advertising brochures, posters, flyers, broadsheets and films concerning the activity of the governmental and municipal bodies.

Briefing department: The specialists of this department gather information on the activity of the state bodies and municipal authorities, hand it to the press and advertising departments, and organise briefings for media representatives.

As we can see, the main goal of the PR and advertising professionals is to build effective communication between administration and population via mass media channels fulfilling the following responsibilities:

• Monitoring the media coverage;

• Briefing and advising political officials;

• Managing media relations;

• Informing the public directly;

• Sharing information across the administration;

• Formulating communication strategies and campaigns;

• Researching and assessing public opinion

Answer the questions:

1. What is media in relation to government institutions?

2. How are media and government institutions correlated?

3. Why do government institutions prefer to stay in strategic partnership with media?

4. How do PR specialists coordinate their work with media?

5. What does a typical state PR administration consist of?

6. What are the main responsibilities of the press-department?

7. What is TV and radio department responsible for?

8. What are the duties of the advertising department?

9. How do the specialists of the briefing department work?

10. What is the goal of the PR and advertising professionals?

Text 4. Political Television Advertisements

Nowadays political advertising is everywhere. The amounts of money spent on political advertisements are staggering: hundreds of millions of dollars are poured into what has become the main means of political communication. In the right hands televised political advertising can be a powerful educating tool. The matter is that televised political ads can effectively bring new political ideas to people who have not previously experienced them and convey easily understandable information to the broadest possible audience.

In today's political campaigns such as election, PR and media play a larger role than ever before. The matter is that people in today's society are becoming more and more apathetic about voting and increasingly disinterested in spending time researching the various candidates and their platforms. That is why the electronic media of today is so vital for political candidates as it offers unprecedented opportunities to disseminate positive, accurate information about their platform policies. Unfortunately in today's society, this is the exception, not the rule.

Advertising agencies producing political commercials provide politicians with the opportunity to control the image seen on television fully and completely. Election campaign managers produce materials that journalists can easily use. Turning advertisements into news stories allows the candidates to set the campaign agenda and magnifies the effects of the ads considerably. A significant trend in today's political advertising is the increasing use of negative political advertisements. Sometimes candidates or parties use negative ads just from the beginning of the political campaign. Allegations of dishonesty and incompetence lay the seeds of controversy and scandal. Thus for journalists, it is a no-lose situation when candidates attack one another as the fight itself often becomes the story.

Negative advertising encourages people to vote not for the best candidate based upon the objective and positive information, but for the least evil one. Commercials are astronomically costly and the wealthiest candidate who has managed to sling the most mud at other candidates gets a chance to be elected by "reaching" the voters through these "marketing messages".

Negative campaigning may even keep people away from the polls. It may discourage the supporters of the candidate who is being attacked. At the same time the candidates unintentionally depress the turnout among their own supporters by using negative advertising. Generally, the candidates attack to expand the scope of the political conflict, to drag organised interests and media into the fray. The more intense the conflict is, the more people are drawn to it. The more the candidates attack, the more they make news. Voters, in their turn, are often most receptive to attack such advertisements especially when the candidate who is being attacked responds with a self-promotional campaign rather than with counterattacks. Even the candidates who in principle want to run wholly positive campaigns had to attack to protect themselves from the assaults of the opposition.

Answer the questions:

1. What do politicians use for their campaigns?

2. What are televised political ads used for?

3. What does the electronic media of today offer?

4. What opportunities do advertising agencies provide?

5. Are journalists against the situation when candidates attack one another?

6. What is the outcome of the negative advertising?

7. How can negative campaigning affect people?

8. Why do candidates attack each other during the election campaign?

9. When are voters most receptive to attack advertisements?

10. Is it possible today to run positive campaigns?

Text 5. Advertising and PR in Foreign Affairs

Within the life of the generation now in control of affairs, persuasion has become a self-conscious art and a regular organ of popular government. - Walter Lippmann

The foreign policy of any country is the way the state interacts with foreign nations and sets the standards of interaction for its organisations, corporations and individual citizens.

A country's foreign affairs or  foreign relations policy consists of self-interest strategies chosen by the state to safeguard its national interests and to achieve its goals within international relations environment. As for the public relations, it is a communicative process and is largely about creating and recreating ideas as well as building relationships with audiences. Advertising, as form of communication is used to encourage or persuade the audience. Effective public relations require knowledge, based on analysis and understanding of all the factors that influence perception of and attitudes toward a country. 

Countries around the world use a variety of hard power and soft power tools to either command or co-opt others into supporting their goals. Hard power tools include coercion and inducement, while soft power methods emphasise agenda-setting and attracting the audience through positive values, culture, media, and overall effectiveness. Public relations and advertising techniques in all their various forms contribute a useful addition to this tool box. One of the prominent figures in modern PR - Edward Bernays, provided the original foundation for all public relations practice in politics. He observed: "The three main elements of public relations are practically as old as society: informing people, persuading people, or integrating people with people".

Political advocacy is also one of the PR methods. Practically, PR specialists try to get the message across any way they can, telling their side of the story as many ways as they can. Historically, there is a clear link between public relations and the political sphere. Governments always played a key role in the development of public relations throughout the 20th century.

Nowadays PR tools play a major role in the foreign policy of any country. Creating the foreign policy is the usual work of the Head of the Government and the Minister of Foreign Affairs. Thus, the Ministry of Foreign Affairs has several departments applying PR methods. Among them there are such formations as the Department of International Organisations, the Department of Information and Press, the Department of Diplomatic Mail and Messenger Service. As for the Press-office of the Ministry, it provides considerable information support in creation, development and conducting the foreign policy of a country. It also informs domestic and international media about developments in the foreign policy, maintains contacts with foreign journalists and organises briefings and press-conferences for domestic and foreign media.

Political PR-technique is essentially persuasive as it represents an interest, and requires representative democracy where different competing interests can be heard. Political PR methods encourage a rich interaction at different levels between those who are active and interested and those who are passive or even uninterested in political processes and political discourses. PR approach is also used as a defensive strategy designed to hide information. Therefore, most of a political PR specialist's time is spent blocking and reacting to negative coverage, not providing information. Thus, the practice of public relations in politics is often referred to as ‘spin’.

Mass media and communication processes have become significant elements of the foreign policy. Today the fight for attention is very intense and more more sophisticated social media tactics such as Facebook or Twitter are used in the politics of foreign affairs .

In the area of foreign affairs, national media rely overwhelmingly on the prominent government and ex-government officials as the main sources of information.

1. * Walter Lippmann (23 September 1889 – 14 December 1974)- an American writer, journalist and political commentator

Answer the questions:

1. What does the term “foreign policy” means?

2. What hard power tools are used by governments to manipulate the public opinion?

3. What soft power tools can you name?

4. What is the aim of PR and advertisement in foreign affairs?

5. What are the main elements of public relations according to Edward Bernays?

6. What is political advocacy?

7. Who played a key role in the development of public relations throughout the 20th century ?

8. What departments widely apply PR methods?

8. What role does the Press-office of the Foreign Affairs Ministry play?

10. What media tactics are used in the politics of foreign affairs?

1. Text 6. PR in Railway Transport

Public relations are used by railway firms to seek more visibility to their customers. As with advertising, public relations can be segmented to reach particular consumers or markets. For example, a manufacturer of railway cars would target an industry magazine's railway car wrap-up issue rather than concentrating on getting an article in a track publication.

One of the most effective PR methods is press briefing and trade press briefing. For instance, a major railroad supplier in Kansas City takes its top executives to New York each year to meet with industry trade and major businessmedia about the product and service benefits. It allows to maintain a presence - not only with the railroad book, but with business and related trade publications. Plant openings or site visits are perfect for demonstrating how the product is made and what makes it different.

Other tactics include special events and opening launches. To give an example, a major manufacturer of rail cars conducts a special event in Moscow to announce the completion of a major project.

Building a rapport with trade association officials and members helps to receive recognition of the company and its products within the industry. Thus, at a rail forum or roundtable, the comments of the participants don't escape notice in the rail magazines that leads to credibility for them and their companies.

Rebranding is a successful PR-technique used by JSC Russian Railways which has been restructured in response to the rising demand for transport services in Russia. The company has picked a new corporate outfit to match its new outlook and new logo to reflect new aspects of development like tourism, construction, and telecoms. The new brand helps to attract both passengers and investors. The bright red colour represents the company’s aggressive approach and willingness to change. The sign also displays the Cyrillic abbreviation of Russian Railways, pointing to the Russian origin of the company. Russian Railways will pick its corporate colours as well, which will provide the uniforms for 1.3 million staff as well as a new-look for the carriages.

In conclusion, the rail industry is a diverse one with a myriad of different companies working in and around the sector. As such, PR and advertising companies need to have a variety of ways to apply the media coverage they provide.

Answer the questions:

1. What instrument do railways use to seek more visibility to customers?

2. What type of print press will a manufacturer of railway cars choose to take?

3. What example of trade press briefing is given in the text?

4. What actions can be perfect for demonstrating how the product is made and what makes it different?

5. What tactics of PR are mentioned in the text?

6. What helps to build recognition of the company and its products within the industry?

7. What successful PR-technique is used by JSC Russian Railways?

8. Why did Russian Railways pick a new corporate outfit and a new logo?

9. What does the new company brand represent?

10. What type of industry are railways?

Модуль 9. Деловая корреспонденция

Text 1. Types of Business Correspondence

Letter writing is the essential part of business communication. A cheque, a contract or any other business paper sent by mail should always be accompanied by a letter. Nowadays more and more agreements are made in English, for English is a universal business language.

A well arranged letter will make a better impression on the reader, thus good letters make good business partners. A business letter is a letter written in a formal language, usually used between organisations and their customers, clients and other external parties. Business letters usually follow a block format. They may be divided into official and semi-official. Official letters may be subdivided into such groups as inquires, offers, orders, reclamations, and letters of adjustment.

The inquiry letter is useful when you need information, advice or directions. Be careful however not to ask for too much information or for information that you could easily obtain in some other way. There are two types of inquiry letters – solicited and unsolicited. You write a solicited letter of inquiry when a business or agency advertises its products or services. For example, if a software manufacturer promotes the new package it has developed and you can’t inspect it locally, write a solicited letter to that manufacturer asking specific questions. Your letter of inquiry is unsolicited if the recipient has done nothing to prompt your inquiry. For example, if you have read an article done by an expert, you may have further questions or need more information. Try to seek help from these people in a slightly different form. Construct your unsolicited letter more carefully. Identify who you are, what you are and why you need the requested information.

The second phase of business correspondence is the answering letter. It is very important, because it adjusts the relationships between two partners. It not only characterises the company, but also advertises it. The purpose of the letter is to persuade the partner that you are the best in business. The letter contains the quotation in reply to an inquiry. It shows the customer that he has met the seller who uses every opportunity to stimulate the correspondent's interest in his goods by including the sales message.

Answer the questions:

1. What is the main part of business communication?

2. What language is usually used in business correspondence?

3. Why is English a universal business language nowadays?

4. Where do we usually use a formal style of writing?

5. What types of official letters can you name?

6. What types of inquiry letters do you know?

7. What should you take into consideration writing a solicited letter?

8. How should you construct your unsolicited letter?

9. What is the second phase of business correspondence?

10. What is the purpose of the answering letters?

Text 2. Inquiries and Offers

Potential clients always want to know specific details of goods they want to buy. A letter written to a seller with the purpose of getting some information about the quality, price or the terms of delivery is known as a letter of inquiry. In some cases, such as a request for promotional materials, a recipient will have a clear interest in responding to you. In other cases, such as a request for some specific information on a product, he may not be as motivated to respond quickly. Consequently, always try to make the tone of the letter friendly and make it easy for the recipient to identify and to provide the information you need.

After receiving a letter of inquiry from the potential buyer, a seller supplies the relevant information by writing a quotation letter or an offer. In order to draw attention of customers to the products in question, a supplier in his letters can offer sales, discounts or a colour chart. An offer is a statement made by sellers usually in a written form expressing their wish to sell the goods. Offers as a rule include the description of the goods, details of the prices, discounts and the terms of payment as well as the date or the time and the place of delivery.

There are two types of offers. A free offer is made when sellers offer goods to regular customers without waiting for an inquiry. A firm offer is a promise to supply goods on terms stated. This promise may be expressed in the following words: “We make you a firm offer for delivery by the middle of June at the price quoted” or in some other words like: “The offer is the subject to acceptance within five days”. The sellers making a firm offer have the right to withdraw it at any time before it has been accepted. In practice, however, no reputable seller would risk his reputation by withdrawing his offer before the stated time.

Answer the questions:

1. What does a supplier usually do to draw attention of his customers?

2. What are the main rules of writing a letter of inquiry?

3. What is a letter of inquiry?

4. When will a recipient eagerly respond to the letter of inquiry?

5. What is an offer?

6. What types of offers do you know?

7. What can a seller include into his offer?

8. What is usually written in firm offers?

9. What right do sellers have making a firm offer?

10. How does a firm offer differ from the firm one?

Text 3. Orders and Reclamations

A business transaction often starts with a letter of inquiry followed by an order. Both inquiry and order stimulate business activity on the part of recipient. They are typically asking letters. Orders express the writer’s intention to do business with his correspondent usually by buying some goods from him. It should be mentioned that the supplier must send order acknowledgement as an answer.

The advice of dispatch follows the order acknowledgement. The first thing before writing such a letter is to examine carefully whether the partners’ account is valid. That is why, just in the first paragraph we often come across the phrase - “Your credit was confirmed by our bank yesterday”.

Reclamations or complaint letters request some sort of compensation for defective or damaged merchandise or for inadequate or delayed services. The essential rule in writing a complaint letter is to maintain your poise and diplomacy no matter how justified your gripe is. Say exactly what compensation you desire. Provide a fully detailed narrative or description of the problem. Do not insist that the recipient have deliberately committed the error or that the company has no concern for the customers.

Letters that are written in response to claims may be called adjustments. They are among the most difficult to write as they require patience tact and diplomacy. The letters must be handled carefully when the requested compensation cannot be granted. The supplier must show his or her understanding of the situation and express his or her willingness to adjust it. Try to offer some practical or substitute compensation or give some friendly advice. Conclude the letter cordially expressing the confidence that you and the writer will continue doing business.

Answer the questions:

1. What is the main goal of orders?

2. What type of business letters are orders?

3. What is the advice of dispatch?

4. What should you always remember writing the advice of dispatch?

5. What do reclamations request?

6. What is the main rule in writing a complain letter?

7. What facts should be mentioned in reclamations?

8. What should not be mentioned in reclamations?

9. How do we call letters written in response to claims?

10. Is it easy or difficult to write adjustments?

Text 4. Case Study

A case study is one of several ways of doing social science research. It may include experiments, surveys, multiple histories and analysis of archival information. Rather than using samples and following a rigid protocol to examine limited number of variables, case study methods involve a single instance or event- a case.

It provides a systematic way of looking at events, collecting data, analysing information, and reporting the results. As a result the researcher may gain a sharpened understanding of why the instance happened as it did, and what might become important in further research.

As a distinct approach to research, the use of case studies originated only in the early 20th century. Case studies have also been used as a teaching method and as part of professional development, especially in business and legal education. When the Harvard Business School was started, the faculty quickly realised that there were no textbooks suitable to a graduate program in business. Their first solution to this problem was to interview leading practitioners of business and to write detailed accounts of what these managers were doing.

Of course the professors could not present these cases as practices for studies because there were no criteria available for determining what would succeed and what would not succeed. So the professors instructed their students to read the cases and to come to class prepared to discuss the them and to offer recommendations for appropriate courses of action. Later this method of case studies was taken from business schools to be applied to public administration.

Case studies for public administration teach students of what they ought to do and what they should not in managing public agencies. There exist detailed cases of administrative functions for the industrialised world and highly effective cases of comparative administration.

Answer the questions:

1. What is a case study?

2. What does a case study consist of?

3. What principles do case study methods use?

4. What results may researchers gain studying a case?

5. When were the first cases applied?

6. What did the Harvard Business School mange to realize soon after its opening?

7. What was the first solution of Harvard teachers?

8. Why could not professors present the first cases for studies?

9. How did professors instruct their students?

10. What cases for public administration can you name?

ENGLISH-RUSSIAN VOCABULARY
A
ability	способность, умение, дарование
abundance	изобилие, избыток
(in) accordance	в соответствии
accept	принимать, допускать,соглашаться
acceptance	принятие, одобрение
access	доступ, допуск
accomplish	совершать, выполнять
accordingly	соответственно
accountable	подотчетный
accounting	финансовая отчетность
achieve	достигать, осуществлять
acquire	приобретать, овладевать
adjust	настраивать, приспособлять
advance	продвигать, развиваться
in advance	досрочно, заранее
advantage	преимущество
advancement	продвижение, прогресс, успех
advertising	рекламирование
Advertising Standards Authority	Комитет по рекламным стандартам
addition	добавление, сложение
adjudicating	рассмотрение споров
adjustment	урегулирование
advanced	передовой, перспективный
advice of dispatch	извещение об отправке груза
advocacy	пропаганда
affairs	дела
agenda	повестка дня, план решения задачи
agenda-setting	верстка телепрограммы
aide	помощник, референт
(to be) aired	вести теле/радио передачу
akin	похожий, схожий
allegation	обвинение
alliance	альянс, союз
allocation	размещение, распределение
allocate resources	выделять ресурсы
alongside	наряду, вдоль
ambassador	посол
announce	объявлять, заявлять
annual	ежегодный
apparent	несомненный, видимый, явный
apathetic	апатичный
apply	обращаться, применять, прилагать
approach	подход, подступ
appropriate	подходящий, уместный
approve	одобрять
approximately	приблизительно
appeal	призывать
appearance	появление
archival	архивный
arrange	оформлять
array	массив, список
assault	нападать, атаковать
assess	оценивать
assets	активы
assign	назначать, определять, ассигновать
assignment	назначение, командировка
assurance	гарантия, уверенность
assuming	допуская, предполагая
assuming	допуская, предполагая
at large	полностью, целиком
attempt	попытка
attire	наряд, украшение, наряжать
attitude	отношение, позиция
audience	аудитория, слушатели
auspices	покровительство
authority	полномочия, власть
authority	полномочия
authoritarian, authoritative	сторонник авторитарной власти властный
availability	наличие, доступность
aware	осведомленный, осознающий
awareness	осознание, информированность, понимание
B
back on	граничить, примыкать
back-up	дублировать, резервное средство
ban, banned	запрещать, запрещенный
be bona fide(фр.)	подлинный
before long	в скором времени
belief	вера, доверие, убеждение
benefits	льготы, услуги, выгода
behaviour	поведение
behavioural	поведенческий
billboard	рекламный щит, доска для афиш
blackmail	шантаж
board of governors	правление, совет управляющих
borrow	заимствовать, занимать
boundary	граница, рубеж
brand stretching	расширение торговой марки
branch	ветка, отрасль, филиал
breed	разводить, племя, порода
briefing	краткий инструктаж
broad	широкий, обширный
broadcasting	радио или телевещание
broadsheet	широкоформатный рекламный плакат, широкоформатная газета
broadly speaking	в общих чертах, грубо говоря
bylaw	постановление органов местной власти, устав
C
capital budgeting	смета капвложений и их окупаемости
capture	захватывать, фиксировать
cease	прекращать, приостанавливать
censorship	цензура
challenge	вызов, задача, проблема
circumstances	обстоятельства
civil servant	чиновник
civil service	служба в госаппарате
cleanliness	чистота
climbing	восхождение, перемещение вверх
closed corporation	закрытое акционерное общество
chain	цепь, сеть, ряд
challenge	задача, проблема, бросить вызов
chamber	палата парламента
charity	милосердие
(be in) charge	возлагать ответственность
charging for	взимание платы
charge for labour	назначать плату за труд (услугу)
charter	учреждать, сдавать в наем
chartered	застрахованный, заказанный
Chief Executive Officer	главный исполнительный директор компании
church	церковь
claim	иск, претензия, требовать, утверждать
clarify	прояснять
clearance	очистка, погашение расчетов
code	свод норм и правил
coercion	принуждение, сдерживание
cog	шестеренка
cohesive	связующий, сплоченный
collocation	словосочетание
colour chart	цветовая диаграмма
collaborate	сотрудничать
commercial health	коммерческое процветание
(be) committed	быть преданным, связать себя
comparison	сравнение, сопоставление
comparative	сравнительный
compatible	совместимый, сходный
competition	конкуренция, соревнование
competitive	конкурентный
complaint	жалоба
complication	сложность, запутанность
concern	участие, забота, беспокоиться
conceptualisation	формирование идеи, представления
conclude	завершить
conduct	проводить, сопровождать
configuration	компоновка, топология, состав
confidence	уверенность, доверие
confine	ограничивать, удерживать
confirm	подтверждать
confusion	смущение, замешательство, путаница
congestion	затор, скопление
consideration	рассмотрение, обсуждение
consignment	партия груза
consistently	согласованно, постоянно
contingency plan	запасной вариант, резервный план
convey	перевозить, перемещать
core	сердцевина, основной
correspondingly	соответственно
connotation	подразумеваемое значение
considerable	значительный
consensus	согласованное мнение
consequently	следовательно
consideration	рассмотрение, обсуждение
consignment	отправка грузов, партия товаров
constrain	принуждать, ограничивать
consumers	потребители
contemporary	современник, современный
controversy	дискуссия, полемика
contracting	выполнение подрядных работ
contribute	способствовать, содействовать
convenient	удобный, пригодный
convert	превращать, преобразовывать
co-opt	вбирать в себя, поглощать
cope	справляться
correctable	допускающий исправление
cordially	сердечно
corporate identity	лицо фирмы, опознавательный знак
coverage	зона действия, покрытие,освещение
court	суд, площадка
credibility	доверие, репутация
crucial	решающий
customer	заказчик, покупатель
customer service	клиентское обслуживание
customs union	таможенный союз
cutting on quality	экономить на качестве
D
damage	ущерб, поломка, убыток
deal, dealing	иметь дело сделка
dealing	сделка, операция
decorator	дизайнер по внутренней отделке помещений, маляр
declare	объявлять,заявлять, признавать
decent	достойный, порядочный
dedicate	посвящать, предназначать
defend	оборонять защищать
defy	игнорировать
delay	задержка, проволочка
delayering	вымывание среднего звена в иерархии управления
delegating leader	лидер, передающий полномочия - делегирующий стиль руководства
delegation of authority	передача полномочий
deliberately	преднамеренно
deliver	доставлять, передавать
delivery	доставка
departmental	ведомственный
dependable	надежный
dependant	зависимый, иждивенец
depress	подавлять
deputy	заместитель, депутат, делегат
deregulation	отмена контроля
desktop administrator	офисный чиновник
designed	спроектированный
despite	несмотря, вопреки
determination	определение
detractor	критик, противник
deviation	отклонение
digital engagement	информационное взаимодействие
diligence	усердие, старание
dimension	измерение
diminish	уменьшать, ослаблять, принижать
disabled	нетрудоспособный, инвалид
discourage	обескураживать
discourse	беседа, рассуждение
dishonesty	непорядочность
dissolve	ликвидировать, расторгать
dispersed	рассредоточенный, разбросанный
Dispute Settlement Body	Комиссия по разрешению споров
disrupt	срывать, подрывать
disseminate	рассеивать, распространять
distinct	отчетливый, определенный
distinguish	различать
distribute	распределять, раздавать
distributor	оптовая фирма, распределитель
diversity,diverse, diversified	разнообразие, многообразный, иной многоотраслевой
divide	делить, распределять
doubts	сомнения
donate	жертвовать
down-market	дешевый потребительский рынок
dramatically	резко, наглядно
drag	вытащить, тянуть
drastically	решительно, радикально? круто
draw, draw out	втягивать, разработать, извлекать
draw attention	привлекать внимание
drawbacks	недостатки, препятствия
driven	управляемый, энергичный
due to	по причине, в результате
E
effort	усилие, попытка
egregious	вопиющий
elaborate	тщательно продуманный
eliminate	устранить
embark	приступать, предпринимать, грузить
embrace	принять, включать, охватывать
emerge	возникать, появляться
emergence	непредвиденный случай
emerging	появление
emphasise	придавать особое значение
emphasis	акцент, выразительность, сила
employee attitudes	отношение служащих
empower	уполномочивать, давать право
emulate	подражать, следовать примеру
emphasize	подчеркивать, придавать значение
employee	служащий
employer	работодатель
encompass	охватывать
encourage	поощрять, одобрять, поддерживать
enforce	оказывать давление, принуждать
enforcement	принуждение, право применение
engage in	заниматься, приступить к
engineering	техническое обеспечение
enhance	повышать
enormous	громадный
enquiries	запрос, наведение справок
ensure	обеспечивать, гарантировать
enterprise	предприятие
entertainers	эстрадные артисты
entitle	озаглавить, давать право, жаловать титул
(be) entitled	быть правомочным, иметь право
entity	образование, единое целое
entrepreneur	предприниматель
environment	окружающая среда
equal	равный
equip	снабжать, оборудовать, снаряжать
equities	акции
erosion	разрушение, эрозия
escape notice	оставаться незамеченным
essential	существенный преимущественно
essentially	преимущественно
establish	основывать, установить
establishment	введение, ведомство
esteem	уважение, почет
estimate	оценивать, составлять смету
exchange	обмен, разменивать, обменивать
(in) exchange for	в обмен на
exactly	точно
execute	выполнять, осуществлять
executive	исполнитель, управленец
executive orders	приказы президента
exceed	превышать,превосходить
exist	существовать, иметь место
exceptional	исключительный, необычный
exclusively	исключительно
expand	расширять,развивать
expansion	расширение, распространение
expectation	ожидание
experience	опыт
extend	расширять, удлинять, простирать
external	внешний, за пределами
exercise	осуществлять,развивать, упражнять
evaluation	оценка, анализ
evident	очевидный, явный
evidence	свидетельство, доказательство
evil	зловещий, зло
F
facilities	технические средства, сооружения
fact sheet	информационный листок
facilitate	облегчать
faction	фракция, разногласия
fail	потерпеть неудачу
failure	провал, неудача
false	ложный, фальшивый
fare	плата за проезд, тариф за перевозку
favourable	благоприятный, активный
feasibility study report	отчет по ТЭО(технико-экономическое обоснование)
feedback	ответная реакция, обратная связь
finite	ограниченный
firm offer	окончательное предложение
fiscal	налоговый, финансовый
fiscally	в финансовом отношении
fit	соответствовать, подходить
fleet	парк, флотилия
flexible, flexibility	гибкий, приспособляемость
flight of capital	утечка капитала
flyer	рекламная листовка
focus on	фокусировать, уделять внимание
forbidden	запрещенный
forefront	передний край, центр деятельности
foreman	бригадир, руководитель работ
for-profit	коммерческий
fossil fuel	органическое топливо
fray	столкновение
free offer	предложение без обязательств
free reign	либеральное управление
freight	груз
fulfill	выполнять, исполнять
furthermore	более того, к тому же
G
gain	получать, добывать, извлекать
gap	зазор, промежуток, расхождение
General Agreement on Tariffs and Trade	Генеральное соглашение по тарифам и торговле
general partnership	товарищество с неограниченной ответственностью
generation of a financial return	получение финансовой выгоды
get rid of	избавляться
giant	гигант, великан
goodwill	расположение, добрая воля
gradual	постепенный
graduate	делить, сортировать, закончить курс
grave failures	тяжелое банкротство
gross domestic product	валовой внутренний продукт
growth	рост, развитие
goal attainment	достижение цели
governing	управление
governmental agencies	государственные учреждения
governing bodies	административный орган правления
government chartered	получивший лицензию от правительства
gripe	жалоба
guidance	руководство
guiding principles	руководящие принципы
guideline	общий курс, директива
H
habitat	среда обитания
handle	осуществлять контроль, управлять
handling	обработка,оформление
hard-nosed	упрямый, сугубо практичный
hard power	жесткое воздействие
hardware	аппаратная часть ЭВМ
harm	вред, ущерб
headquarters	штаб-квартира
helm	руль, власть, управление, шлем
hence	отсюда, следовательно
high-density	высокая плотность
highway	дорога, магистраль
highly likely	весьма вероятно
hire	нанимать
hierarchical	иерархический
hoard	хранить, копить, запасать
hoarding	рекламный щит
human resources	трудовые ресурсы, управление персоналом
I
identify	отождествлять
imagine	воображать
immediately	немедленно, тотчас
immense	огромный, необъятный
impact	влияние, воздействие, толчок
imperatives	обязанности
implication	предпосылка, вовлечение
implement	выполнять, осуществлять
implementation	воплощение
impeachment	отстранение от должности
impose	облагать, налагать, навязать
improve	улучшать, повышать
incentive	побуждение, стимул
incident	происшествие, случай, обязанность
in charge of	отвечающий за
including	включительно, в том числе
income	доход
incompatible	несовместимый
incorporate	объединять, включать,воплотить
increase	повышать(ся)
independent	независимый
indispensable	необходимый
inducement	стимул, завлечение, побуждение
influence	влиять, воздействовать
information officer	представитель по связи с прессой
inherent	присущий, наследственный
insight	проницательность, откровение
insurance	страховка
intangible	неуловимый, непостижимый
intelligently	умно, разумно
intend	намереваться
intervention	вмешательство
introductory package	предварительный договор
inequality	неравенство
inherent	присущий, неотъемлемый
injustice	несправедливость
injury	телесное повреждение
inquiry	запрос
insight	проницательность
inspire	вдохновлять, вселять
intangible	неосязаемый, нематериальный
intended	предназначенный, намеченный
internal	внутренний
intervention	вмешательство
investment	капиталовложение
invoice	счет-фактура, накладная
involve	включать, вовлекать
invulnerable	неуязвимый
irrelevant	неуместный, неприменимый
issue	проблема, вопрос
item	вид товара, изделие
J
job tenure	срок пребывания в должности
joint ownership	совладение
joint venture	совместное предприятие
judicial	судебный
judgment	заключение, приговор, решение
justify	оправдывать
K
key ключ, ключевой, основной
L
labelled	маркированный, обозначенный
labour market	рынок труда
labour unions	профсоюзы
lack	недостаток, нехватка
latter	последний из двух, недавний
launch	запускать, выпуск, выход на рынок
lawyer	юрист, правовед
lawful	законный
lay-off	увольнение, сокращение
layout	планировка, размещение
leadership	руководство, лидерство
lean manufacturing	'экономичное производство
legal	юридический, правовой
legally recognized	юридически правомочный
legislative	законодательный
legitimate policy	легитимный порядок
level	уровень, ступень
letter heading	шапка фирменного бланка
liable for debts	нести ответственность за долги
liability	пассив, долг, обязательство
liaison	связка, контакт, заправка
life cycle	срок службы
limited liability	ограниченная ответственность
list	регистрировать,вносить в список
livelihood	средства к существованию
loading	погрузка
location	место, местоположение, адрес
loan	заем, ссуда, давать в займы
logo	логотип, фирменный знак
logging	ведение журнала, запись информации
(to) lower	понижать
low-cost	недорогой, дешевый
low-wage	с низкой заработной платой
loyalty	соблюдение законов, прав, приверженность, преданность
luxury	роскошь, роскошный
M
magnify	увеличивать
mainstream	основное направление
maintain, maintenance	поддержать, сохранять, соблюдать содержание, текущий ремонт
malicious	злонамеренный, зловредный
manifestation	проявление
manner	способ, метод
manufacturer	производитель
manufacturing	обрабатывающая промышленность
map	отражать, наносить, проецировать
market environment	рыночные условия, состояние деловой активности
match	подходить, соответствовать
mayor	мэр
maze	комплекс проблем, лабиринт
meaningful	представительный, содержательный
media coverage	зона обслуживания СМИ
mention	упомянуть, ссылаться
merchandise	товар, груз
merely	только, единственно, просто
merge	поглощать, сливать
middle-men	посредники
milk additional sales	извлекать выгоду из дополнительных продаж
mining	горное дело
missionary sales	благотворительные распродажи
mitigation	смягчение, ослабление, подавление
multilateral	многомерный
military	войска, военный
moreover	более того
motto	девиз, лозунг
mud	грязь
multiple	многообразный, комплексный
multitasking	многозадачный
myriad	несметное число
N
narrative	изложение
narrow	узкий
neglect	пренебрегать
negotiations	переговоры
net profits	чистая прибыль
news release	информационный выпуск, сообщение для печати
no-lose situation	беспроигрышная ситуация
non-broadcast ad	не эфирная реклама
non-profit	некоммерческий
O
obligation	обязательство
obstacle	препятствие, помеха
obtain	добывать
obvious	очевидный
occur	происходить
offset	компенсировать, нейтрализовать
ongoing	непрерывный
operational reliability	эксплуатационная надежность, надежность в работе
operations research	анализ операций
op-ed article	публицистическая статья
opportunities	возможности, перспективы
option	выбор, параметр
oppose	противопоставлять
opposite	противоположный, напротив
order	заказ, приказ, требование
order of acknowledgement	подтверждение заказа
orderly	упорядоченно
organic	систематизированный
outcome	результат, итог
outdoor	наружный, вне дома
outfit	экипировка, набор комплект
outlet	торговая точка
outline	контур, модель, очерк, схема
outputs	продукция, выработка
overall	итоговый, всеобщий, суммарный
overseas assignments	(выполнение) задания за рубежом
overtime	сверхурочные
overwhelmingly	в подавляющем большинстве
overweigh	перевешивать, давить, угнетать
P
packaged software	комплексное П/О
packaging	упаковка
part and parcel	неотъемлемая часть
partnership	партнерство, товарищество
participate	участвовать
participating leader	лидер-участник - поддерживающий стиль руководства
participatory democracy	демократия прямого участия
participative free reign	автономное управление с участием работников предприятия
pass the buck	свалить ответственность
patience	терпение, терпеливость
partnership	товарищество, партнерство
path	тропа, стезя
perception	восприятие, осознание
performance	действие, производительность
persistent	упорный, настойчивый
personnel	персонал, кадры, штат
persuade	убеждать, уговаривать
persuasion	убеждение
persuasive	убедительный, аргументированный
(in) place	подходящий, установленный
(long/short range) planning	стратегическое/краткосрочное планирование
poise	самообладание
policy	стратегия, курс, тактика
policy analysis	анализ стратегий
policy-making	проведение политического курса
policy makers	директивные органы, организаторы
policy entrepreneur	предприниматель, разделяющий политический курс
political executives	представители исполнительной власти
polls	избирательные участки
portfolio	подборка, круг ведения, должность
pour	выливать
practitioner	практикующий специалист
predictable	предсказуемый
premium brands	марка повышенного спроса
press briefing	пресс-конференция
press kits	пресс-подборка
previous	предыдущий
primary	первичный, исходный
private	частный, личный, закрытый (ЗАО)
private-public partnership	государственно-частное партнерство
probation	испытательный срок
pros and cons	за и против
process design	технологический расчет
processing	обработка
procedural rights	процессуальные права
process design	технологический расчет
production cycle	этап производства
production facilities	производственные мощности
produce	производить
profit	выгода, прибыль
profitability	рентабельность, прибыльность
prohibit	запрещать
project life cycle	срок реализации проекта
proliferation	распространение, разрастание
prominent	выдающийся
promotion	продвижение, содействие
promotional	рекламно-пропагандистский
prompt	побуждать, инструктировать
property	собственность
proposal	предложение, заявка, проект
provide for	предусматривать
public services	коммунальные услуги
properly	должным образом
protectionist	протекционист, сторонник
put brakes	ограничивать, препятствовать
public services	государственная служба, общественные услуги
public offering of shares	публичный выпуск новых акций
publicise	опубликовать, рекламировать
publishers	издательства
purchase	закупка
pursue	избрать своей профессией
Q
quality	качество
quality assurance	обеспечение требуемого качества выполнения работ
quarrel	спор, ссора
quantity	количество
quotation letter	предложение по ценам, котировка
R
ranging from	изменяющийся от ..… до
rapport	контакт, связь
rate	норма, ставка, расценка, скорость, отношение, доля, кратность
ration	порция, коэффициент, отношение
railway car	ж/д вагон
rare	редкий
rationalise	рационализировать
raw material	сырье
real estate	недвижимость
recipient	получатель
receipt, receipts	получение, квитанция, поступления
receptive	воспринимающий
reclamation	претензия
recognition	признание
rectify	исправлять, поправлять, уточнять
recreating	восстановление
recruiting	вербовка, укомплектование
red tape	волокита, бюрократизм
reduce	сокращать
redundant	уволенный по сокращению штатов, излишний
reinforce	усилить, укрепить
refer	иметь отношение, упоминать
reference	ссылка, отношение, упоминание
refinement	обработка, усовершенствование
regard	иметь отношение, расценивать
regulations	правительственные постановления
regulatory bodies	контролирующие органы
related	имеющий отношение
relationship	отношение, связь
relative	соответствующей, взаимосвязанный
relevance	обоснованность, уместность, соответствие
reliability	надежность, прочность
remedy	средство, возмещение, лекарство
remonstrate	увещевать, уговаривать
removal	перемещение, удаление, смещение
remote	удаленный, дальний
render	воспроизводить, изображать
rendition	исполнение, толкование
renting	сдача в аренду
representative	представитель
reputable	уважаемый
requirement	требование
request	запрос, заявка, запрашивать
require	требовать, настаивать
resale	перепродажа
research	исследование
reservation	бронирование билетов
resolve	решать, разрешать
respond	отвечать, реагировать
response	отклик, отзыв
responsibility	ответственность, обязанность
responsive	ответный, быстро реагирующий
restoration	восстановление, реставрация
retailer	компания розничной торговли
retain	удерживать, поддерживать,сохранять
retrieving	восстановление
returns	поступления, доходы, выручка
reveal	разоблачать, выявлять
reward	награда
rigid	жесткий, строгий
rolling stock	подвижной состав
routine	заведенный порядок
rule making	выработка норм и правил
rule the roost	задавать тон
rule, ruling	постановление, решение, устав
S
safeguard	защищать
salary	жалование, оклад
scheme	схема, план, проект
scope
score	оценка, сумма баллов
screening	отбор
scrutinized	тщательно исследованный
search	поиск, розыск
security	безопасность, надежность
securities	ценные бумаги
seeds	семена
seek	изыскивать, стремиться к чему-то
selling leader	лидер-наставник
self-conscious	обладающий самосознанием
self-interest	личная выгода, заинтересованность
self-generated	само-сформированный
senior	старший, главный
set	набор, комплект, устанавливать
set forth	излагать, объяснять
severe	суровый, жестокий
sewage treatment	очистка сточных вод
significant	значительный, существенный
sign	знак, символ
similar	сходный
simultaneously	одновременно
share, sharing	доля, часть, акция, делить, разделять, совместное пользование
shareholders	акционер
share risk	разделять риск
sharpened	отточенный, усиленный
shelter	приют, убежище, укрытие
shift masters	начальник смены
shortage	нехватка
short-term assets	краткосрочные активы
short-term thinking	краткосрочное мышление
short-run gains	краткосрочная прибыль
skilled	квалифицированный, опытный
sling	бросать, метать, подхватить
snap up	раскупать, расхватывать
span of control	зона контроля, норма управления
social responsibility	социальная ответственность
soft power	мягкое воздействие
software	программное обеспечение
solicited letter	письмо-запрос о дополнительной информации по товару
solid	основательный, веский
sole proprietorship	единоличная собственность
solution	решение, разгадка
sophisticated	усложненный, замысловатый
sound	прочный, качественный
spit	брызгать, сеять
spyware	программа-шпион
spread	распространять
spin	раскрутка
spirit, spiritual	дух, сущность, одухотворенный
staffing	кадровое обеспечение
staggering	ошеломительный
stagnate	сделаться застойным
stake	доля капитала
stance	позиция, положение
starvation	голод
state-owned	государственный
state run	осуществляемый государством
statement	утверждение, заявление
steps up	усиливать, увеличивать
street-levels bureaucrats	муниципальные чиновники
stepping stone	трамплин для достижения цели
stock	акционерный капитал
storage	хранение
subordinate	подчинять, ставить в зависимость, подчиненный
subsidise	субсидировать
subsidiary	филиал, дочерняя компания
substitute	заменять, заменяющий
subvert	подрывать, разрушать, свергать
supervision	надзор, досмотр
successor	приемник, наследник
(be) sued	преследоваться в судебном порядке
supervisor	контролер, инспектор
supervisory	надзорный, наблюдательный
supply	снабжать, снабжение
supplier	поставщик
supporter	сторонник
suppress	пресекать, сдерживать
supervisory unit	контролирующий блок
surroundings	окрестности, окружение
survey	обзор
survive	выживать, пережить
survival	выживание
sustainable	устойчивый, с учетом будущих потребностей
switching yard	маневровый двор
T
be tailored	специально подгонять, адаптировать
take on competitors	сражаться с конкурентами
target	цель, нацеливаться
targeted	целевой, адресный
taxes	налоги
employment taxes	налог на фонд з/платы
telling leader	лидер-поручитель-директивный стиль руководства
terminate	положить конец, завершить
terms of reference	сфера действий, круг обязанностей
tenure	срок пребывания в должности
tertiary	третья (сторона)
tightly	тесно
time schedule	график работ
timing	расчет времени
theoretically	теоретически, в идеале
threat	угроза
tonne-km	тонно-километр
topmost	наивысший, важней всего
top executives	руководители высшего звена
toward	относительно, по отношению
tout	навязывать, расхваливать
track	путь
track record	учетная карточка, запись
trade association	промышленное объединение
Trade Policy Review Body	орган по обзору торговой политики
trait	особенность, признак
transferable	допускающий передачу или замену
transformation leadership	руководство с целью преобразования персонала
translators and tailors	толкователи и адепты
taxes	налоги
transparent	прозрачный, понятный
transportation costs	транспортные расходы
trend	направление, тенденция
trust	доверять, полагаться
turbulent	бурный, непокорный
turnout	аудитория, публика, явка избирателей
U
uncertainty	неуверенность, неопределенность
under the law	по закону
undertake	предпринимать, ручаться
undertaking	предприятие
unfortunately	к сожалению
unsolicited letter	непредусмотренное письмо-запрос
unemployment	безработица
uniquely	однозначно, единственно
unique	исключительный
unless	если не
unlimited liability	неограниченная ответственность
unintentionally	непреднамеренно
unpredictable	непредсказуемый
update	обновление, корректировка
uphold	поддерживать, одобрять, поощрять
upper-level	верхний уровень
urban	городской
urgency	срочность, необходимость
utilize	использовать, утилизировать
utilities	коммунальные службы
V
valid	годный, действительный
value	ценность, стоимость, оценивать
valuable	ценный
variables	переменные, параметры
various	различный, разнородный
vary	менять, изменяться
vehicle	транспортное средство
vice-chancellor	ректор, вице-канцлер
violation	нарушение, несоблюдение
viral video ad	сетевая видео-реклама
visible	видимый, очевидный
visibility	обзор, доступность
voluntary	добровольно
voters	избиратели
W
wages	заработная плата
warranty	гарантия, условие
weaknesses	слабость, слабые места
weigh	взвешивать, обдумывать
welfare	соц. обеспечение, благосостояние
wholly	целиком, сполна
wicked	опасный, порочный
willingness	готовность, желание
window dressing	декорирование витрины
wisdom	мудрость, здравый смысл
withdraw	отзывать, забирать
withhold	удерживать, умалчивать, скрывать
word of mouth	живое слово
world citizens	граждане мира
worm	червь
wrap-up issue	последний номер, выпуск
X

Y

yield	размер выработки
Z