- •Практический курс английского языка для экономических специальностей вузов Под ред. В. С. Слепович
- •Part I unit I cross-cultural communication
- •Good Manners, Good Business
- •An American in Britain
- •Westerners and the Japanese
- •Language
- •9. Fill in the gaps with the suitable words. Be ready to discuss the problem of the so called "salad bowl" nations.
- •The u.S. Is becoming a "salad bowl"
- •12. Give English equivalents to the following words and word combinations (Texts 1-5):
- •Speaking
- •Key words
- •Introduction
- •Verb Noun Adjective
- •Introduction
- •Unit IV business organization
- •Sole Proprietorship
- •Partnership
- •Corporations
- •Multinational Companies
- •Franchising
- •Corporate Identity: the Executive Uniform
- •18. Underline the correct item.
- •Speaking
- •Writing
- •Key Vocabulary
- •Unit V entrepreneurship. Small business Lead-in
- •Small Business
- •The Franchise Alternative
- •Have You Got What It Takes to Be a Small-Business Owner?
- •Case Study: Applying for a Bank Loan
- •Interview Sheet
- •Role play
- •Why Work?
- •Salaries and Other Rewards
- •Recruitment and Selection
- •Changes in Employment
- •Key vocabulary
- •Foreign Trade in the World Economy
- •Methods of Payment
- •Trade Contract
- •Elastic and Inelastic Demand
- •Foreign trade of the uk
- •Срок действия контракта и условия его расторжения и продления
- •Методы торговли
- •Key Vocabulary
- •Unit I management
- •Is Management a Science or an Art?
- •Managerial Functions
- •Frederick w. Taylor: Scientific Management
- •Management by Objectives
- •Recruitment
- •Maslow’s Hierarchy of Needs
- •F. Herzberg’s Two-Factor Theory of Motivation
- •Recruitment
- •Training and Development
- •Unit II marketing
- •Market Leaders, Challengers and Followers
- •Marketing Mix
- •International Marketing
- •Language
- •2. The word market can be used in many word combinations. Consult the dictionary and give the Russian equivalents of the following:
- •17. Render the following passage in Russian(10-12 sentences) focusing on key vocabulary.
- •18. Render the following passage in English (10-12 sentences) using active vocabulary.
- •Writing
- •Historical Milestones In Advertising
- •Public Relations (pr)
- •Language
- •7 A jingle is a short tune to g) whom the advertisement is
- •Coca-Cola and Its Advertising
- •Speaking
- •Unit IV
- •Reading Text 1
- •New services in banking
- •Bank deposits
- •Plastic Money. Cash Cards and Credit Cards.
- •Medium- and long-term export finance – supplier credit
- •Writing
- •Key vocabulary
- •Accounting
- •The Nature of Accounting
- •The Profession of Accounting in the usa
- •Financial Statements
- •Balance Sheet
- •Income Statement
- •What Is Auditing
- •Ethics in Business and Accounting
- •Accounting Scandals
- •In comparison with twice as much a lot a little different
- •Insurance
- •Lead - in
- •Reading Text 1
- •The Spare Sex
- •Women Directors in the usa
- •Last Hired, First Fired
- •Who Would You Rather Work For?
- •Which Bosses are Best?
- •Language
- •How women can get ahead in a ‘man's world’
- •17. Render the following sentences into English.
- •Феминизм наступает
- •Speaking
- •Key vocabulary
- •Introduction
- •1. Different Communication Styles
- •2 Different Attitudes Toward Conflict
- •3 Different Approaches to Completing Tasks
- •4 Different Decision-Making Styles
- •5. Different Attitudes Toward Disclosure
- •6. Different Approaches to Knowing
- •Text 4 Communicating with Strangers: an Approach to Intellectual Communication
- •Text 5 Westerners and the Japanese part 1
- •Text 1 Entrepreneur
- •Text 2 Governing Bodies of the Corporation
- •Text 3 Mergers and Acquisitions
- •The Importance and Role of the Personnel Department
- •Text 2 Trade associations and trade unions
- •Text 3 Collective Bargaining
- •Industrial Conflict
- •Text 5 Employees` Rights
- •Text 2 Articles of agreement Contractor License No._____
- •Articles of agreement
- •Sales contract
- •Managing Conflict
- •Unit 2. Marketing Text 1 Why Segment Markets?
- •Text 2 Organising For Nondomestic Marketing
- •Channels of Distribution
- •Text 1 Advertising All Over The World
- •Text 1 The Business of Banking
- •Text 2 Types of Bank
- •Text 3 Banker to the u.S. Government
- •Text 4 Discounting, Rediscounting and Discount Window Loans
- •Text 1 Sex discrimination in Japan
- •Text 2 Sexual Harassment
- •Text 3 Combining Career and Family
- •Text 4 Pay Equity
- •Equality for Women Sweden Shows How
- •International Law
- •Guidelines to Summarizing and Abstracting Summaries
- •Steps in Summarizing
- •Abstracts
- •Introducing the main theme of the text:
- •Introducing the key ideas, facts and arguments:
- •● The author makes/gives a comparison of … with…
- •From Nerd to Networker
- •Summary
- •Abstract
- •Language
- •Language
- •Unit 5. Small Business. Entrepreneurship Reading
- •Language
- •Unit 1. Management. Language
- •Unit 2. Marketing. Language
- •Unit 3. Advertising. Language
- •Language
- •Language
Coca-Cola and Its Advertising
John S. Pemberton invented Coca-Cola in 1886. His partner suggested (to make) an advertisement for the drink that very year. In 1888, Asa Candler bought the Coca-Cola business and decided (to build) the product known through signs, calendars and clocks. The company began (to run) its global network in 1923. The company succeeded i (to transform) Coca-Cola into a truly international product by (to set up) a foreign department.
Coca-Cola’s advertising has always attempted (to reflect) changing contemporary lifestyles. (To create) an international advertising campaign requires the talents of professionals in many areas and expensive research and testing are always done before (to decide) which advertisement will finally be used.
After (to return) Diet Coke in 1982, the company saw its sales grow quickly. The drink is now the third most popular in the world. In 1985, the company tried (to change) the secret formula of Coca-Cola, but realized that Americans were very attached to the original recipe. The company listened to its consumers and quickly responded by (to launch) the original formula to the market as “Coca-Cola Classic”. Today people in more than 160 countries around the globe enjoy (to drink) Coca-Cola. The company intends (to expand) its global presence even further in the twenty-first century, particularly in developing markets.
17. Render the following passage in Russian (10-12 sentences) focusing on key vocabulary.
Lots of people pretend that they never read advertisements, but this claim may be seriously doubted. It is hardly possible not to read advertisements these days. And what they often are, too! Just think what a railway station or a newspaper would be like without advertisements. Would you enjoy gazing at a blank wall reading railway bye-laws while waiting for a train? Would you like to read only closely-printed columns of news in your daily paper? A cheerful, witty advertisement makes such a difference to a drab wall or a newspaper full of the daily ration of calamities.
We must not forget, either, that advertising makes a positive contribution to our pockets. Newspapers, commercial radio and television companies could not subsist without this source of revenue. The fact that we pay so little for our daily paper, or can enjoy so many broadcast programs is due entirely to the money spent by advertisers.
Another thing we mustn’t forget is the “small ads”, which are in virtually every newspaper and magazine. What a tremendously useful service they perform for the community! For instance, you can find a job, buy or sell a house, announce a birth, marriage or death in what used to be called the “hatch, match and dispatch” columns. No other item in a newspaper provides such entertaining reading or offers such a deep insight into human nature. It’s the best advertisement for advertising there is!
18. Render the following passage in English (10-12 sentences) using
active vocabulary.
Под термином «рекламная кампания» мы будем понимать комплекс рекламных мероприятий, связанных единой концепцией и рекламной идеей, направленных на достижение конкретной маркетинговой цели в рамках маркетинговой стратегии рекламодателя.
Рекламные кампании отличаются разнообразием. Из множества их возможных классификаций целесообразно выделить следующие:
по преследуемым целям (поддержка конкретного товара, формирование благоприятного имиджа рекламодателя и т.д.)
по территориальному охвату (локальные, региональные, национальные, международные)
по интенсивности воздействия (ровные, нарастающие, нисходящие).
В рамках ровной рекламной кампании мероприятия распределяются равномерно во времени, например, телевизионная реклама - один раз в неделю в определенный день, рекламные публикации в газете - также через равные промежутки времени и т.д. Этот тип рекламных кампаний имеет смысл при достаточной известности рекламодателя, при напоминающей рекламе.
Нарастающая рекламная кампания строится по принципу усиления воздействия на аудиторию. Такой подход целесообразен при постепенном увеличении объема выпуска рекламируемого товара.
Нисходящая рекламная кампания является наиболее приемлемым ее типом при реализации ограниченной по объему партии рекламируемого товара. По мере его реализации снижается интенсивность рекламной поддержки.