- •А кадемия управления при Президенте Республики Беларусь
- •Система открытого образования
- •Business english Курс лекций
- •Is she talking? 8
- •1. Starting to trade 151
- •2. The marketing mix 166
- •The Future: will
- •I/you/he/she/it/we/they will go (I’ll. He’ll, they’ll go)
- •Past Simple Tense
- •Positive (regular verbs)
- •Present Perfect Tense
- •Question Have you done it yet? Where have you been?
- •Review of time expressions
- •Word study Putting Nouns Together
- •Summary
- •The president
- •For discussion
- •The future perfect
- •More about auxiliary verbs
- •Word study
- •Two More Ways to Put Nouns Together
- •Company structure
- •Application for a job
- •74 Dockside Manchester m15 7bj 8 March 2000
- •Utility chiefs top executive pay increases
- •Unit II
- •Types of companies
- •Text № 1
- •Types of companies
- •Investing in a limited company
- •Summary of modal verbs
- •Modals with more than one meaning
- •You mustn’t vs. You don’t have to
- •Other uses of “will” and “would”
- •Degrees of probability
- •Exercise 15. Which is the closest in meaning?
- •The passive with modals
- •The indirect passive
- •Share capital
- •Companies
- •Must have and might have
- •Present Past
- •Could have and should have
- •Present
- •Types of business units
- •Unit III starting a business
- •Participles
- •A real estate purchase
- •Another use for participles
- •Participles
- •The problem of cash flow
- •Exchange rates cause budgeting problems
- •The flow of funds
- •Read and give the summary of the newspaper articles.
- •1. Greenalls refocuses spending By Dominic Walsh
- •2. Mandelson wants uk "digital leader" By Raymond Snoddy, Media Editor
- •3. Paget departs from telspec By Chris Ayres
- •4. Tlg succumbs to 353 million pounds wassall bid By Paul Durman
- •5. Progress hope at pilkington By Paul Durman
- •Unit IV management
- •What is management?
- •1.1. Read and translate the text.
- •1.2. Put 5 questions to part 1 of the text the answers to which are marked by •
- •1.3.. Answer the following questions:
- •1.4. Try to remember 5 main duties of managers.
- •2.1.. Read the notes of the lecture about management. Write out new words. Translate the text.
- •2.2.. Discuss:
- •3.1. Read text ¹ 3. Complete the sentences, finding them in the text:
- •3.2. Discuss:
- •4.1. Read text ¹ 4 about managers’ skills. There are 9 of them mentioned. Make the list of them and discuss the following:
- •Gerunds
- •The infinitive Positive Infinitive Negative Infinitive
- •Conditionals First conditional
- •Second conditional
- •Third conditional
- •The conditional
- •Texts for reading Holding Meetings
- •1. Put a tick or a cross in the box after each statement to show whether you think it is correct or not:
- •London borough Spring Personnel. Legal pa £25,000
- •Relative clauses
- •Miss Johnson is a secretary I work with.*
- •More examples of relative clauses
- •Of which vs. Whose
- •Past participles used as adjectives
- •Relative clauses with prepositions
- •Relative clauses with deletions
- •Conjunctions and related phrases
- •Agreement of tenses
- •Reported speech: agreement of tenses
- •Direct Reported
- •Reported questions
- •Interrogative noun clauses Who’s That Man?
- •Didn’t he apologize for _______?
- •Do you know _______?
- •Text ¹ 2 Market Study
- •Questions about the story
- •For discussion
- •Texts for reading and discussion
- •1. Starting to trade
- •Marketing Defining marketing
- •2. The centrality of marketing
- •1D Comprehension
- •Product policy
- •1A Discussion
- •1A Reading
- •3. Products and brands
- •4. It pays to advertise
- •It pays to advertise
- •2. The marketing mix
- •The role of advertising
- •Does the fact that it pays to advertise seem obvious to you? Explain your answer.
- •Figure 1.1.: gross margin
- •Paragraph 3: aura
- •3. Users of both competitive brands and of our product.
- •Born in 1946, we offer 52 years of experience
- •Unit VI business communication
- •Higher management
- •Rules of Writing
- •Increase your vocabulary
- •Means of communication
- •4 Abilities
- •5 Experience
- •Increase your vocabulary
- •Writing
- •Text 6 designing a sales letter
- •Manufactures of Quality Office Equipment since 1940
- •The layout of a business letter
- •23 Nelson Square
- •Velkotex Ltd
- •Prefixes of negation
- •Indicative Subjunctive
- •Verbs used with the subjunctive
- •Indicative vs subjunctive
- •Indicative Subjunctive
- •Infinitives with “seem” and “appear”
- •By Russsell Hotten
- •Sources
- •Козлова Любовь Константиновна Business English
- •220007, Г. Минск, ул. Московская, 17.
It pays to advertise
(2)
In this unit we follow some of the points raised about the question of advertising. Look at the structure of the text, then read quickly through it and note down the answers to the following questions. Remember that you will not need to understand every word in the text in order to do so:
1. Does the author agree with the slogan in the title?
2. Into what larger concept does advertising fit?
3. What is a branded product?
1. 'It pays to advertise'. This nice simple-minded slogan used to appear on poster sites up and down the country some twenty years ago – with no further explanation. To the poster proprietors who put it on their (empty) sites, it seemed self-evident. Perhaps it does to you.
If you are running a business, it may not be so simple. There are plenty of businesses, in all sectors of the economy, which advertise either very little or, indeed, not at all. You do not see many advertisements for Marks & Spencer, and even fewer for British Home Stores – though, of course, their shop windows are their own ads. The fact is that advertisements are just one of the many tools available to help a firm to sell what it has to offer, and it may well be that advertising is, quite simply, not appropriate for the firm's particular circumstances.
At its simplest, a business buys resources, which can be raw materials, parts and components, the brains and muscles of its employees or even money, turns them into some form of product or service and sells them to its customers at a profit. To do this, it requires working capital, employees, premises, potential customers, and a means of reaching them. This applies pretty well to any kind of business. The process of identifying, reaching and selling to the potentia1 customers is, nowadays, called marketing, which is rather more than just the jumped up name for ‘selling’ that it is sometimes thought to be.
People involved in marketing, who for some reason are often rather defensive about it, spend a great deal of time trying to invent better definitions of their task, in order to make clear to everyone else what it is all about. This is not a very helpful process, as the definitions tend to be ingenious but obscure. Very simply, the idea of marketing is that a business ought, as far as possible, to start with its customers; and it should gear all its efforts to giving the customers what they want – at a profit, of course. This means, for example, that customers should somehow have some say in the design of the product; and that it should be made as easy as possible for the customer to buy.
The process of marketing, then, includes a whole range of activities relating to selling the products – actual selling, decisions on pricing and distribution policy, advertising and other forms of promotion – and, indeed, at least part of the specification of the product. It involves, therefore, the market research and intelligence on which the necessary understanding of the customer must be based. This collection of activities is usually called, in marketing jargon, the 'marketing mix'.