- •Vocabulary Notes on the Text
- •5. Answer the following questions:
- •10. Translate into English:
- •11. Say a few words about:
- •6. Retell the dialogue according to the following plan:
- •Vocabulary and Speech Exercises
- •7. React to the following statements according to the pattern:
- •8. Agree with the following statements according to the pattern. Use the phrases of agreement from the list below. Add a sentence of your own to justify your opinion:
- •9. Complete the dialogue and act it out in parts:
- •10. Do a two-way translation of the following interview with Christine m., who holds an important post with a large market research firm:
- •11. Give English equivalents of the following phrases:
- •12. Translate into English:
- •Vocabulary Notes on the Text
- •1. Read and translate the text.
- •2. Translate the following words and learn their pronunciation:
- •3. Give English equivalents of the following Russian words and expressions:
- •4. Answer the following questions:
- •Vocabulary and Speech Exercises
- •5. Fill in the prepositions:
- •6. Translate into English:
- •3. Say a few words about:
- •4. Role simulation. Make up dialogues on the following topics:
- •Vocabulary Notes on the Text
- •5. Translate into English:
- •6. Sum up the contents of the text according to the following plan:
- •Vocabulary and Speech Exercises
- •7. Read and translate the text:
- •8. Find in the text of Exercise 7 the English equivalents of the following words and expressions. Use them in sentences of your own.
- •9. What do we call?
- •10. Give a free translation of the following text:
- •11. Read and translate the following text. What is your opinion of the problems discussed in it?
- •12. Say a few words about each of the following points:
- •Vocabulary Notes on the Dialogues
- •5. Answer the following questions:
- •6. Act out the dialogues.
- •Vocabulary and Speech Exercises
- •7. Read and translate:
- •8. Give synonyms to the following words from the text of Exercise 7:
- •9. Translate into English:
- •10. Read and translate the dialogue. Act it out in pairs:
- •11. Discuss the problems touched upon in the dialogue of Exercise 10. Be guided by the following questions:
- •12. Translate the following dialogues into English:
- •Vocabulary Notes on the Text
- •1 Read and translate the text.
- •2. Translate the following words into Russian. Explain these words and phrases in English:
- •3. Translate the following collocations and use them in sentences of your own:
- •4. Give English equivalents for the following Russian words and phrases:
- •5. Insert the correct prepositions:
- •6. Read and translate the following letter in which the firm producing and exporting optical instruments is offering the sole agency to a Canadian distributor:
- •7. Translate into English:
- •2. Discuss the following points. Use the formulas:
- •3. Role simulation.
- •4. Make up dialogues on one of the following topics:
- •Vocabulary Notes on the Text
- •8. Retell the text according to the following plan:
- •Vocabulary and Speech Exercises
- •9. Insert appropriate prepositions:
- •10. Give the English equivalents of:
- •11. What do we call?
- •12. Read and translate the following text using a dictionary if necessary:
- •13. Choose corresponding Russian terms for:
- •14. Answer the following questions:
- •15. Say whatever you know about:
- •Vocabulary Notes on the Text
- •1. Read and translate the dialogue.
- •2. Give English equivalents of the following Russian phrases:
- •3. Answer the following questions:
- •4. Retell the dialogue:
- •Vocabulary and Speech Exercises
- •5. Read and translate the following dialogue. Report it as close to the text as possible.
- •6. Explain the meaning of the following terms in English:
- •7. Make up sentences of your own to illustrate the meaning of the following terms:
- •8. Give a free translation of the following text in English in the form of a dialogue between a customs official and an interviewer. Work in pairs:
- •Vocabulary Notes on the Text
- •7. Answer these questions:
- •8. Insert appropriate words from the box given below and translate the letter:
- •9. Translate into English:
- •10. Make up a letter from your firm to an English engineering firm ordering some special machine. Give packing and marking instructions.
- •11. Write a letter of order using the information given below and some other details about packing and marking given in the main text.
- •1. Role-play. Express your agreement with the following statements. Add whatever information you can. Use the following formulas of agreement:
- •2. What do you think would happen if:
- •3. Role simulation. Discuss the following points:
- •4. Make up a report on one of the following topics:
- •Vocabulary Notes on the Text
- •6. Sum up the contents of the text according to the following plan:
- •Vocabulary and Speech Exercises
- •7. Read and translate the following:
- •8. Ask questions in English to which the following Russian sentences are the answers and supply the answers:
- •9. Denote the following by a single word:
- •10. Read and translate the text:
- •11. Give English equivalents of:
- •12. Say whatever you can about:
- •13. Retell the text "Customs Documents" enlarging it by any additional information.
- •Vocabulary Notes on the Text
- •6. Reproduce the dialogue in parts.
- •Vocabulary and Speech Exercises
- •7. Conduct the following two-way translation:
- •8. Choose corresponding Russian words for:
- •9. Explain the following terms in English:
- •10. Complete the following sentences:
- •11. Complete the dialogues and reproduce them in parts:
- •12. Translate into English:
- •13. Make up short dialogues discussing the following points:
- •Vocabulary Notes on the Text
- •1. Read and translate the text.
- •2. Translate the following words and phrases and learn their pronunciation:
- •3. Give English equivalents of the following Russian words and expressions:
- •4. Answer the following questions:
- •5. Sum up the contents of the text according to the plan:
- •6. Translate the letter from the shipping agent to the exporter paying attention to the underlined words and expressions:
- •7. Translate the letter into English:
- •8. Write a letter to a firm of shipping agents in Finland and ask them to quote for the collection of some cases of tools from a firm in Helsinki and the shipment of them to your nearest port.
- •1. Role-play. Agree or disagree with the following statements. Give your reasons. Use these formulas:
- •2. Say a few words about:
- •3. Express your views on the following statements:
- •4. Role simulation. Make up dialogues on the topics below and act them out.
- •Vocabulary Notes on the Text
- •5. Sum up the contents of the text according to the plan:
- •Vocabulary and Speech Exercises
- •6. Complete the following sentences using the appropriate words and word expressions from the box below:
- •7. Give English equivalents of:
- •8. Make up questions in English to which the following Russian sentences would be the answers. Do a two-way translation, using both the statements and the questions:
- •9. Say a few words about:
- •10. Give a free translation of the following:
- •11. Speak on:
- •Vocabulary Notes on the Dialogue
- •1. Read and translate the dialogue.
- •2. Find in the text English equivalents of the following:
- •3. Answer the following questions:
- •4. Sum up the contents of the dialogue according to the plan:
- •Vocabulary and Speech Exercises
- •5. Read and translate the following text:
- •6. Give English equivalents to the following words and phrases from the text above:
- •7. Give the main ideas of the text of Exercise 5 in the form of a dialogue between an interveiwer and a customs official. Use the collocations of Exercise 6.
- •8. Complete the following dialogue:
- •9. Translate into English:
- •10. Conduct a two-way translation:
- •5. Sum up the contents of the text according to the following plan:
- •6. Translate the following letter into English:
- •7. Write to some ship brokers and ask them to charter a ship for loading of a cargo of oil; give them necessary particulars about port and time.
- •8. Write a letter from a ship broker concerning the shipment to the usa and point out the need for speed because of the probable closing of certain ports due to ice.
- •1. Agree with the following statements. Enlarge upon the matter:
- •2. Discuss the following points:
- •3. Speak about:
- •4. Make up dialogues and act them in pairs:
- •Vocabulary Notes on the Text
- •1. Read and translate the text.
- •2. Translate the following words and learn their pronunciation:
- •3. Give English equivalents of the following:
- •4. Explain the meaning of the following in English:
- •5. Answer the following questions:
- •Vocabulary and Speech Exercises
- •6. Fill in the required prepositions:
- •7. Read and translate the text. Pay attention to the words in bold type:
- •8. Give English equivalents to the following Russian terms:
- •9. What do we call?
- •10. Translate into English:
- •7. Read and translate the following dialogue. Act it out in pairs.
- •8. Give English equivalents of the following:
- •9. Translate into English:
- •4. Answer the following questions:
- •5. Fill in the necessary prepositions:
- •6. Translate the letter into English:
- •2. Say a few words about:
- •3. Make up dialogues and act them out in pairs:
- •Vocabulary Notes on the Text
- •1. Read and translate the text.
- •2. Translate the following words and learn their pronunciation:
- •3. Answer the following questions:
- •10. Read and translate the text using the dictionary if necessary:
- •11. Ask eight questions about the previous text.
- •12. Give a free translation of the text:
- •13. Speak about insurance in Russia, using the vocabulary of Episode 1 and Exercise 12.
- •Vocabulary Notes on the Text
- •9. Read and translate the following dialogue:
- •10. Give English equivalents of the following:
- •11. Report the dialogue in detail:
- •12. Translate into English:
- •Vocabulary Notes on the Text
- •1. Read and translate the text.
- •2. Answer the following questions:
- •8. Translate into English:
- •2. What do you think could happen if:
- •3. Role simulation. Discuss in the form of the dialogue:
- •4. Speak on the following topics:
10. Translate into English:
1) Какие основные элементы включает в себя в наши дни стратегия маркетинга? - Это прежде всего исследование конъюнктуры рынка, планирование, разработка новой продукции, организация контактов с потребителями, а также реклама.
2) Что вы можете сказать о гарантийном обслуживании, выполняемом вашей фирмой? - Оно соответствует всем требованиям заказчика: быстрое, дешевое и эффективное.
3) Какие демографические и психографические факторы были учтены при создании рынка для вашего нового товара? - Мы исследовали мнения потенциальных потребителей и учли местные торговые обычаи, а также некоторые особенности окружающей среды.
4) Для чего вы провели исследования по сегментации рынка? - Мы решили, что ряд рынков, отобранных с учетом местных условий, помогут нам быстрее продавать наши продукты и лучше организовать гарантийное обслуживание.
11. Say a few words about:
1) the commercial information that can be obtained from embassies, consulates etc.;
2) controllable and uncontrollable factors in marketing planning;
3) the communications mix.
EPISODE 2
At the Marketing Consultant Agency
Kuznetsov: As far as I understand, the definition of "marketing" is not so simple at the present moment.
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Consultant: You are quite right. Today we can speak of two meanings of the word marketing: a traditional one as a sales function, and a more contemporary one as the philosophy of business.
Kuznetsov: What is implied by the philosophy of business concept?
Consultant: I guess you know that formally marketing was used to mean mainly production increase and sales.
Kuznetsov: And nowadays? Don’t sales remain the main problem?
Consultant: Of course they do. But now you have a different approach to the sales problem. You need to have an integrated approach1, which includes market and demand study, consumer study and a lot of other things. You’ve got to be able to make a forecast2, to identify the unsatisfied demand3 and to seek to develop new products and markets. All that implies up-to-date technology, advertising and post-sale service. An important integral part of the marketing today is planning.
Kuznetsov: What does effective marketing planning depend on?
Consultant: First of all it depends on a thorough situation analysis.
Kuznetsov: What points are considered as important in analysing the situation?
Consultant: When analysing the situation it is necessary to consider controllable as well as uncontrollable factors.
Kuznetsov: What are the controllable factors in marketing planning?
Consultant: There are actually four of them, the four Ps. They are product, price, place and promotion.
Kuznetsov: What kind of analysis should be carried out by the marketing department of a firm?
Consultant: All kinds of analysis, and today this process is usually computer-assisted.
Kuznetsov: Are there any specific advertising objectives4?
Consultant: Of course there are. They are image advertising5 and product advertising, which are meant to inform the buyer of the company’s activities and create the company’s image.
Kuznetsov: Do you think that nowadays in the competition it is not enough to show the product at an exhibition or even present it at a special conference?
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Consultant: No, you’ve got to have active sales promotion efforts and thoroughly advertise everything you do. Of course, the advertising budget now comes to a very high figure6, but it pays.
Vocabulary Notes on the Dialogue
1 an integrated approach - комплексный подход.
2 to make a forecast - прогнозировать.
3 to identify the unsatisfied demand - выявить неудовлетворенный спрос.
4 specific objectives - конкретные задачи.
5 image advertising - создание имиджа компании через рекламу.
6 to come to a very high figure - сильно увеличиваться.
Exercises on the Dialogue
1. Read and translate the dialogue.
2. Translate the following words and learn their pronunciation:
traditional; integral; specific; integrated; concept; analysis; image; technology; budget; to create; to identify
3. Explain the meaning of the following words and phrases in English:
a) an integrated approach; image advertising; product advertising; an advertising budget; demand study; unsatisfied demand; data analysis; a computer-assisted process
b) to make a forecast; to create a company’s image; to develop new products and markets; to advertise a post-sale service;
4. Give English equivalents of the following Russian words and phrases:
современная технология; выявлять спрос; функция сбыта; товарная реклама; тщательный анализ ситуации; комплексный подход; увеличение производства товаров; информировать покупателя о товарах и услугах; проводить анализ
5. Answer the following questions:
1) What are the two meanings of the word marketing!
2) What is the new approach to the sales problem?
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3) What is necessary to consider when analysing the situation?
4) On what four factors is the marketing planning based?
5) What are the specific objectives of advertising?
6) What is necessary to do apart from organizing exhibitions- and conferences?
7) What can you say about the advertising budget nowadays?