- •1. Why is it necessary to study English?
- •2. Company structure
- •2.8 Study the following organization chart of a company with matrix structure and describe it according to the following points:
- •3. What is management?
- •4. What is my style?
- •4.1 How do you think what style suits better for a:
- •4.2 Characterize your own dominant style or the style of the person you know, using the phrases from the text. Please name as many traits of the person you are speaking about as you can.
- •4.3 Recollect the degrees of comparison: positive degree, comparative degree, superlative degree. Form the comparison and the superlative degrees of the following adjectives from the text:
- •5. Company strategy
- •5.1 Answer the questions to the text:
- •5.6 Find the English equivalents for the following Russian words and phrases:
- •5.7 In the text above find the verbs in Passive Voice. Pattern: are realized – Present Simple Passive (plural)
- •5.8 Recollect the conjunctions neither … nor, either… or, both… and…. Find the example in the text and compose your own sentences with these words.
- •6. Marketing
- •6.1 Answer the questions:
- •6.2 Find English equivalents of the following Russian words and phrases:
- •6.3 Match the words from the first column with their equivalents from the second column:
- •6.3 Look at the table below and characterize the different phases of the product life cycle according to different parameters: sales volume, profitability, type of customers, state of the market.
- •6.4 In the text of this section find all the Gerunds and translate them.
- •7. Phoning your contacts
- •7.1 Read a dialogue:
- •7.1 Please give the English equivalents of the following terms and phrases:
- •7.2 Compose your own dialogue using some words and phrases listed above
- •7.3 Make several sentences using polite formulas with ‘could’ and ‘would’
- •8. Presentation
- •8.1 Answer the questions:
- •New product presentation
- •8.2 Find English antonyms for the following Russian words:
- •8.3 Translate the following sentences into English:
- •Company presentation
- •City presentation for the visitors
- •8.4 Read the texts below, translate them, study the active vocabulary and compose the presentation of your native city. Welcome to Winnipeg
- •Positively Minnesota
- •8.5 Read the following information and translate it into Russian.
- •8.6 Learn the active vocabulary:
- •8.7 Give the English equivalents of the following word combinations:
- •9. Business lunch
- •9.1 Fill in the gaps with words or phrases that can be used in this situation: Dialog
- •10. At the company meeting
- •10.1 Read the dialog:
- •10.2 Answer the questions:
- •10.3 Match the words from the first column with their synonyms or the corresponding definitions:
- •10.4 Compose sentences:
- •Recollect all the existing types of questions (general, special, alternative, disjunctive ones) and use them discussing the text from this section.
- •11. At the conference
- •Answer the questions:
- •Find the English equivalents of the following Russian word combinations and phrases:
- •Highlight the main issues covered by the report.
- •After hours
- •Read the text and answer the questions below:
- •Find the English equivalents of the following words and phrases:
- •Make you own sentences with the phrases from the previous exercise.
- •13. Education
- •15. A world in change
- •Answer the questions:
- •Match the words from the first column with their equivalents from the second column:
- •Translate from Russian into English:
5.6 Find the English equivalents for the following Russian words and phrases:
совместно работать для успеха организации как единого целого, вся наша деятельность (все наши экономические показатели) взаимосвязана(ы), заинтересованные стороны (круги), служащие, клиенты, поставщики, рабочая обстановка, устранять препятствия к эффективной работе, стимулировать взаимоуважение, открытое общение, развивать свой потенциал, признавать изначальное желание людей быть лучшими, оценивать результаты, постоянное обучение, инновации (нововведения), сосредоточиваться на потребностях заказчиков.
5.7 In the text above find the verbs in Passive Voice. Pattern: are realized – Present Simple Passive (plural)
5.8 Recollect the conjunctions neither … nor, either… or, both… and…. Find the example in the text and compose your own sentences with these words.
6. Marketing
Marketing is the term given to the different activities involved in distributing goods from the manufacturer to the final customer. The combination of the different elements of a company’s marketing plan, such as Product conception and development, Promotion, Pricing and Packaging is known as the marketing mix (4Ps).
Marketing includes different functions: market research, development of the pricing policy, product launch, packaging, distribution to the customers, after-sale service.
Advertising is an important element of marketing function. There exist media advertising (TV, radio, magazines, newspapers, posters) and non-media advertising (promotions, public relations, special offers, client testimonials). Advertising via Internet is rapidly developing (virtual billboards, banners, direct e-mails).
A company can advertise in a variety of ways, depending on the advertisement budget and type of the target audience.
Branding is also part of the marketing strategy. Strong brand = awareness + unique promise of value + delivery of value. Brands maybe local, national or global.
In marketing at present there is shift from selling into educating and creating relationships with the customers. Customer’s loyalty is paramount. Loyalty is equal to customer ownership (and it means profits). Customer education delivers on loyalty. It means that after-sale service changes, it becomes more elaborate and it is connected with customer training.
Words and phrases:
after-sale service – послепродажное обслуживание
awareness – осведомленность
banding – продвижение торговой марки
banners – баннеры
brand – торговая марка
client testimonials – рекомендательные письма, выдаваемые компании ее клиентами за отличную работу (распространено в Америке)
direct e-mails – прямая рассылка электронных писем
final customer – конечный потребитель (товара или услуг)
manufacturer – производитель
marketing mix – «маркетинговая смесь», комплекс маркетинга (комбинация четырех P) – разработка продукта, промоушн, установка цены, упаковка.
media – СМИ (средства массовой информации)
paramount – первостепенная важность
product launch – выброс новых товаров на рынок
target audience – целевая аудитория, круг потребителей
value – ценность, стоимость
virtual billboards – виртуальные доски объявлений