- •Передмова
- •Part I Unit 1. What is Economics?
- •1. Remember the words:
- •2. Read and translate the text:
- •3. Answer the following questions:
- •Unit 2. Marketing
- •1. Remember the words:
- •2. Read and translate the text:
- •10. Translate the sentences into English in writing:
- •11. Read the dialogue, role-play it, retell it as a text:
- •Unit 3. Management
- •1. Remember the words:
- •2. Find the equivalents:
- •3. Read and translate the text:
- •4. Answer the following questions:
- •5. Explain the word building:
- •6. Give English equivalents:
- •7. Give Ukrainian equivalents:
- •8. Choose the necessary word and fill in the blanks:
- •9. Translate into Ukrainian:
- •10. Translate into English:
- •11. Read the dialogue, role-play it:
- •Unit 4. Company Structure
- •1. Remember the following words:
- •2. Read and translate the text:
- •3. Answer the following questions:
- •4. Get the meanings of the names of the different positions in a company:
- •5. Have a look at the organization chart of the company. Speak about the organizational structure of this enterprise answering the following questions:
- •6. Match the jobs with the descriptions below:
- •7. Read the text describing company structure. Then choose the correct answer to the questions:
- •Unit 5. Money and Payment System
- •1. Remember the following words:
- •2. Read and translate the following text:
- •3. Answer the questions to the text:
- •4. Translate into English:
- •5. Finish the sentences:
- •6. Match the expressions with their definitions:
- •7. Read the English proverbs and try to find the Ukrainian equivalents:
- •8. The following are famous sayings about money. Comment on them and answer the questions:
- •9. Translate into English:
- •11. Read the text and be ready to speak about characteristics of money:
- •12. Discuss the following questions:
- •Unit 6. Banks and Banking System
- •1. Remember the following terms:
- •2. Read and translate the text:
- •7. Read the following text: Passing by your Bank
- •8. Read and translate the dialogues:
- •9. Translate the dialogue into English:
- •10. Read the definition of a money idiom. Match the underlined idioms to the explanations:
- •Part II Unit 1. Export and Import Strategy
- •Remember the words:
- •Read and translate the text:
- •Answer the following questions:
- •Study the following definitions. Reproduce them from memory:
- •Find the following words and phrases in the text and translate them into Ukrainian:
- •Find words in the text opposite in meaning to the following:
- •Match the words in column I with their synonyms in column II:
- •Make a proper selection:
- •Write the appropriate word or phrase in the following spaces:
- •Ask questions to fit these answers:
- •Unit 2. International Trade
- •Remember the words:
- •Read and translate the text:
- •Answer the following questions:
- •Match the words in column one with their synonyms in column two:
- •Make a proper selection:
- •Translate into English:
- •Translate the following statements paying attention to economic terms in bold type with different word-building elements:
- •Write the appropriate word or phrase in the following spaces:
- •Read and translate the text. Make up questions: Barriers to International Trade
- •Unit 3. Contract. Clauses of Contract
- •Remember the words:
- •Read and translate the text:
- •Inspection and Test
- •Insurance and Other Conditions
- •Remember the main conditions for contracts:
- •Put the necessary word in the sentences:
- •Translate into English:
- •Unit 4. Advertisement
- •Remember the words:
- •Read and translate the text:
- •Answer the questions:
- •Useful information:
- •Thinking Marketing
- •Check if you know marketing terms. Fill the gaps in the sentences with the given words:
- •Sally and Don work in the Marketing Department of a food preserves company. Read their dialogue and find English equivalents to the expressions below:
- •There are many ways of attracting customers to your product and keeping your brand name in the public eye. Fill in the gaps with suitable words:
- •Here are some global brands:
- •Read information about different techniques to affect a consumer and persuade him to buy the product: Persuasive Advertising:
- •Read the texts about translations of slogans and brand names, note the problem in each case:
- •Advertisement activity:
- •Translate the following phrases into English:
- •Write a letter of advertising products and services of a firm. Unit 5. Finance
- •I. Remember the words:
- •II. Read and translate the text:
- •III. Answer the questions:
- •IV. Fill in the blanks with appropriate words:
- •V. Translate into English:
- •VI. Make up your own dialogue using the following expressions:
- •Unit 6. International Finance
- •Remember the words:
- •Read and translate the text:
- •Answer the following questions:
- •Fill in the blanks with appropriate words:
- •Read and dramatize the following dialogue:
- •Make up your own dialogue using the following expressions:
- •Unit 7. Systems of Payment. Letter of Credit.
- •Remember the words:
- •Study the following sentences:
- •Read and translate the text:
- •Answer the questions to the text:
- •Translate the sentences into English:
- •Read the text and make up questions:
- •Unit 8. Foreign Exchange Rates
- •Remember the words:
- •Read and translate the text: Foreign Exchange Rates
- •Find in the text the terms of these determinations:
- •Business Accounting
- •Answer the questions:
- •Give Ukrainian equivalents for:
- •Translate into English:
- •Translate into Ukrainian:
- •Give your viewpoint:
- •Unit 10. Taxation. International Taxation.
- •Remember the words:
- •Read and translate the text:
- •Answer the questions:
- •Study the following definitions:
- •Translate the following words and word-combinations into Ukrainian:
- •Match the words in the column one with their synonyms in column two:
- •Make a proper selection:
- •Write the appropriate word or phrase in the spaces:
- •Ask questions to fit these answers:
- •Unit 11. Going Abroad. Business Trip
- •Study the following words and phrases:
- •Read and translate the text:
- •Dramatize the following dialogues:
- •Read the information and be ready to do a lexical exercise:
- •Imagine that you are buying a ticket from London to Kyiv. Complete the dialogue with a travel agent.
- •Match the words:
- •Complete each sentence 1-8 with an ending a-h:
- •Peter Eliot is welcoming Bob Watson, a visitor from Toronto, Canada. Read the conversation. What question do you think they asked?
- •Complete these conversations. Use the phrases in the box:
- •Complete the air travel announcements. Use the words in the box:
- •Unit 12. At the Firm
- •Remember the following words:
- •Read and translate the text:
- •The boss is calling the office in London
- •Susan to Bob Dale, an office clerk
- •Look at the faxes Bob Dale has sent:
- •The Ukrainian partner is calling
- •Susan and Production Manager
- •Paul is an administrative assistant in an office. How many of these statements are true about his job.
- •Imagine that you’re writing a letter to a client. Write down the words you would write in place of these sentences which were spoken on the phone.
- •Making request, offering to help and asking for permission. Match a line in a with a line in b:
- •How do you manage your time? Match the words with their corresponding definitions.
- •Complete the following questionnaire using words from ex.10. Change the form of the words where necessary.
- •Part III Unit I. Business Letters
- •Remember the terms:
- •II. Read and translate the text:
- •Read the information about business correspondence:
- •Structure of a Business Letter
- •Answer the questions:
- •Here are three extracts from letters that break some rules. Decide what is wrong with each one. Rewrite each extract in your own words.
- •Say in English:
- •Learn the following expressions and explain to your fellow-student how a business letter should be written:
- •Translate into English:
- •Write a letter.
- •Dramatize the dialogues: Dialogue 1
- •Dialogue 2
- •Study the following phrases used to express intention:
- •Unit II Business Meetings
- •Learn the following words and word-combinations:
- •Read and translate the text:
- •Read and dramatize the dialogues:
- •In the Office
- •Complete the four conversations. Use the given phrases.
- •Read the information about forms of address:
- •Choose the best answer.
- •Translate the Ukrainian phrases into English:
- •Complete the dialogue.
- •Introduce the stuff of your company, using phrases:
- •Make your own dialogue using the questions from Exercise IX.
- •Paula is meeting Genry Davidson for the first time. Which of
- •Here are some topics people often talk about in the first five
- •Unit III At the Exhibition. Order.
- •Remember the terms:
- •Read and translate the dialogue:
- •Fill in the blanks with the necessary words:
- •Complete the following sentences:
- •Translate into English:
- •Learn the dialogue by heart:
- •Read the information:
- •Sample Letter of Order
- •Sample Letter of Acknowledgement
- •Translate into English:
- •Translate into Ukrainian:
- •Unit IV a Visit of a Foreign Partner
- •Remember the words and word-combinations:
- •Read and translate the text:
- •Answer the questions:
- •Translate the sentences into English:
- •Make up sentences using the given words:
- •Choose the right form of the words:
- •Fill in the blanks with the articles if it is necessary:
- •Unit V. Wholesaling and Retailing
- •Remember the terms:
- •Read and translate the text:
- •Fill the gaps in the following sentences with the given words:
- •Translate the following sentences into English using your dictionary:
- •Translate the text from English into Ukrainian and title it:
- •Answer the questions:
- •Work in pairs. The following is a telephone conversation between a client and wholesaler. Memorize the dialogue and make up similar ones.
- •Complete the sentences, using the given words:
- •Unit VI. Consumer Rights
- •Learn the following words:
- •Read and translate the text:
- •Answer the questions:
- •Read and dramatize the dialogues: Plans for the Future Co-operation
- •Asking for Advice
- •In the Store
- •Making a Complaint
- •Have the consumer rights been violated in the following situations? Which of them would be considered fraud? Explain your answer.
- •Translate the dialogue into English:
- •Read the information about how to develope buying skills:
- •Work in groups. Discuss the following questions.
- •Unit VII. Job Hunting
- •Remember the following words:
- •Read and translate the text:
- •Write down your answers and go over them just before you go into the interview:
- •Read and dramatize the following dialogues:
- •Interview another student:
- •Following is a list of reasons a person may have for leaving or changing a job. Talk about each reason and check the ones you think are acceptable to give to an interviewer:
- •8. Translate the text into English:
- •9.Complete the conversation. Use the given words:
- •Read this text. Translate it into Ukrainian: a Resume
- •Read how to write a resume:
- •Read the sample and make up your own resume.
- •Personal information
- •Education
- •Employment
- •Other information
- •Referees
- •Unit VIII The Cost of Economic Growth. Pollution.
- •Remember the words and word-combinations:
- •Read and translate the text:
- •Fill in the blanks with the necessary words in brackets:
- •Translate into English:
- •Read and dramatize the dialogue “Noise Pollution”:
- •Read and discuss your reaction:
- •Make up your own dialogues using the following word-combinations:
- •Communicative situations:
- •Texts for Additional Reading Ukraine’s Economy
- •The American Economic System: What are its Goals?
- •Some more Information about Marketing
- •Marks & Spencer
- •Things Go Better with Coca-Cola
- •An Interview for a Job
- •An Applicant
- •What is a Company
- •Responsibilities
- •A Brief History of Banknotes
- •Banking in Ukraine
- •Personal Finance
- •Література:
Read and translate the text:
Advertising by definition is a public announcement or sale offer located in public area or medium expressed in print by other visual means or presented orally.
Before the advertising account managers can begin to plan an ad, much research must be done. Who will buy this product? Why do customers buy this product? Advertisers need to know how many people of a certain age or sex live in this city. How can advertisers find this information about people? They do research. Social and behavioral scientists do research also. They need to find information about people. There are many sources of data and there are many ways to collect data.
In this age of computerization, many databases are available. A database is a large amount of information stored in the computer. There are databases that include information about the stock market, business and many other fields. After the information is collected, it is loaded in the computer memory so that researches can use it.
Other large collection of information of data is the census. Periodically the population is counted. At the same time the government gathers information about the people. This information includes people’s living habits, their spending and saving habits, their educational plans and achievements and other things. This information can also be used by researches.
Another sources of data for social sciences is test scores. Each of the tests measures a different part of human experience.
Other ways to collect data are survey, interview, telephone survey. These techniques are very common. The researcher tries to measure the opinions of people on some subject.
Answer the questions:
What is the definition of an advertisement?
What do advertisers need to know?
What ways to collect data are there?
What is the census?
What information is gathered during the census?
Useful information:
The term advertising is closely connected with the definition marketing. Marketing is the term given to all the different activities intended to make and attract a profitable demand for a product. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and market research.
Here people mostly talk about the marketing mix or “The Four Ps”, that consists of:
choosing the right product (= what a company produces/ makes or offers);
selling it at the right price (= what it costs to the buyer/ consumer);
using the right kind of promotion (= the ways to make the product popular and well-known; this include advertising);
making it available in the right place ( = where you sell the product and how it reaches the consumer; also known as distribution)
Thinking Marketing
Everyone who works for the company must “think marketing”
|
To think marketing we must have a clear idea of
|
What the customers need
What the customers want
What causes them to buy
What the product is to the customer with its functional, technical and economic aspects as well as aesthetic, emotional and psychological aspects
|
“Features”(what the product is) + “Benefit”
We must be aware of our firm’s strengths and weaknesses as well as the opportunities and treats we face in the market (S.W.O.T.)