
- •Учебное пособие
- •Учебное пособие по английскому языку для студентов экономических специальностей
- •Introduction Предисловие
- •Chapter one. Skimming reading Unit one. Business education Part 1
- •Text 1 London College of International Business Studies
- •Text 2 Bentley College
- •Text 3 University of Wales: Degree Courses
- •Unit two. Applying for a job Part 1
- •Text 1 Employment Letters
- •Text 2 Resume
- •Text 3 The Employee Selection Process
- •Unit three. Your career in business and management Part 1
- •Text 1 Accountant
- •Text 2 Hotel and Motel Manager
- •Text 3 Computer Programmer
- •Unit four. Famous people and companies Part 1
- •Text 1 Walt Disney Company
- •Text 2 General Motors Worldwide
- •Text 3 People in Business: the History of Success
- •Unit five. Forms of business ownership Part 1
- •Text 1 Sole Proprietorships
- •Text 2 Partnerships
- •Text 3 Corporations
- •Unit six. Management Part 1
- •Text 1 Management and Managers
- •Text 2 Functions of Management
- •Text 3 Managerial Skills
- •Text 4 Organizational Structure
- •Text 5 Production Management
- •Text 6 Financial Management
- •Unit seven. Marketing and advertising Part 1
- •Text 1 Marketing Management
- •Text 2 Marketing Plan
- •Text 3 Advertising
- •Unit eight. Accounting and information systems Part 1
- •Text 1 Accounting
- •Text 2 Computers
- •Text 3 Management Information Systems
- •Unit nine. Trade Part 1
- •Text 1 The Importance of International Trade
- •Text 2 Wholesaling and Retailing
- •Text 3 Product and Price
- •Unit ten. Money Part 1
- •Text 1 What is Money?
- •Text 2 The Functions of Money
- •Text 3 The Supply of Money
- •Text 2 The Degrees of the University
- •Text 3 Undergraduate School of Studies in Managerial Sciences (Bradford University)
- •Text 4 Management and Administration
- •Unit two. Applying for a job Text 1 Types of Job-Search Letters
- •Text 2 The Internet Job Search
- •Text 3 Dressing for Success
- •Unit three. Your career in business and management Text 1 Business Careers
- •Text 2 Part-Time Work while Attending School
- •Text 3 Working for the Government
- •Text 4 Considering an International Career
- •Unit four. Famous people and companies Text 1 Lexmark International, Inc.
- •Text 2 The Halifax Building Society
- •Text 3 Paula Lambert and Her Company
- •Text 4 Sovereign Sponsor
- •Unit five. Forms of business ownership Text 1 Partnerships for Life
- •Text 2 The Corporate Structure
- •Text 3 Joint Ventures
- •Text 4 Recipe for Success
- •Unit six. Management Text 1 The Managerial Hierarchy
- •Text 2 Human Resource Management
- •Text 3 Managing for Quality
- •Text 4 Management of Corporate Culture
- •Unit seven. Marketing and advertising Text 1 Successful Market Research
- •Text 2 Choosing a Marketing Strategy
- •Text 3 The Marketing Mix
- •Text 4 Promotion
- •Unit eight. Accounting and information systems Text 1
- •International Accounting
- •Text 2 Components of Computerized Systems
- •Text 3 Accounting Software in Small Business
- •Text 4 Office Automation Systems
- •Unit nine. Trade Text 1 The Economic Basis for Trade
- •Increasing International Trade
- •Text 3 Trade Barriers
- •Text 4 Your Rights when Buying Goods
- •Unit ten. Money Text 1 From the History of Money
- •Forms of Money
- •Text 3 Credit Cards
- •Text 4 Traveller’s Cheques
- •Word list
- •Contents Содержание
- •Управление и бизнес Учебное пособие по английскому языку для студентов экономических специальностей
Text 2 Marketing Plan
Marketing is the process of delivering desired goods and services to customers and involves all of the activities associated with winning and retaining customers. Marketing success depends on the creation of a well-designed plan.
A marketing plan should accomplish four objectives:
1. It should determine customer’s needs and wants through market research.
2. It should pinpoint the specific target markets the company will serve.
3. It should analyze the firm’s competitive advantages and build a marketing strategy around them.
4. It should help create a marketing mix that meets customer’s needs and wants.
The plan focuses the company’s attention on the marketing concept. The marketing concept recognizes that satisfying the customer’s needs and wants is the foundation of every business. Any business, large or small, can survive and prosper only as long as it can provide its customers with the goods and services they want at a price that produces a profit for the business.
The marketing concept encourages the business owner to evaluate his or her business from the customer’s point of view. Indeed, the customer is the central player in the cast of every business venture. According to the marketing expert Theodore Levitt, the primary purpose of a business is not to earn a profit; instead, it is “to create and keep a customer.” Every area of the business must practice the marketing concept of putting the customer first in planning and actions. Anyone who thinks the customer isn’t important should try doing without him for a period of ninety days.
6. Ответьте на вопросы:
1) What does marketing success depend on?
2) How many objectives should a marketing plan accomplish?
3) What is the foundation of every business?
4) How long can any business survive and prosper?
5) What is the primary purpose of a business?
7. Дайте на английском языке развернутое определение понятиям:
marketing –
a marketing plan –
a marketing concept –
8. Согласитесь или не согласитесь со следующими утверждениями:
1) Marketing success depends on the creation of a target market.
2) A marketing mix should meet customer’s needs and wants.
3) A marketing strategy is built around a marketing plan.
4) The customer is the secondary player in the cast of every business venture.
5) Any business can do without a customer.
9. Вы собираетесь открыть магазин женской одежды. Продумайте план сбыта вашей продукции и перечислите его основные составляющие.
Part 3
1. Прочтите и запомните значение следующих слов и словосочетаний:
appear v |
появляться; оказываться |
influence v |
оказывать влияние, влиять |
lack v |
недоставать; не хватать; не иметь |
direct a |
прямой, непосредственный |
feedback n |
обратная связь |
product advertising (ad) |
реклама товара (марки) |
feature v |
показывать, изображать |
design advertising |
создавать, разрабатывать рекламу |
comparative advertising |
реклама, в которой используется сравнительная характеристика товаров и услуг |
institutional advertising |
разъяснительно-пропагандистская реклама |
community n |
общество, сообщество |
support v |
поддерживать, помогать, содействовать |
target v |
нацеливать (на) |
message n |
сообщение, послание |
(the) media pl (от medium) |
средства массовой информации |
task n |
задача, задание |
develop a theme |
разработать, развить тему |
2. Переведите производные слова, обращая внимание на суффиксы, характерные для разных частей речи:
to present – представлять, |
presentation – |
to buy – покупать, |
buyer – |
to compete – конкурировать, |
competitor – |
to decide – решать, |
decision – |
to create – творить, |
creative – |
3. Дайте перевод сложных слов:
billboard, goodwill, stockholder, feedback.
4. Используя образец, переведите следующие английские фразы на русский язык:
Образец: advertised goods – рекламируемые товары
an identified sponsor, named products, any paid form, a desired image.
5. Соотнесите английские фразы из левой колонки с их русскими эквивалентами в правой:
1) as easily as |
a) как …, так и |
2) is aimed at |
b) уличная реклама |
3) the key part |
c) нацелено на |
4) for this reason |
d) стоимость услуг |
5) both …and |
e) мысли и действия |
6) outdoor advertising |
f) также легко как |
7) the cost of services |
g) вместо того, чтобы попытаться |
8) instead of trying |
h) по этой причине |
9) thought and action |
i) главная часть |
6. Прочтите текст и постарайтесь понять его содержание: