Задание 10. Ответьте на вопросы.

1. What is retailing? Wholesaling?

2. What are direct and indirect channels of distribution?

3. Wholesaling simplifies the process of distribution, doesn’t it?

4. What are the types of retail stores?

5. How can a retailer serve the customer?

6. How can a retailer serve a manufacturer?

7. Why is the retailer the most expensive link in the chain of distribution?

8. What are the functions performed by retail outlets?

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Задание 11. Прочитайте рекламные объявления и выпишите фразы, относящиеся к:

1. внешнему виду товара

2. выбору товара

3. гарантийному обслуживанию

4. качеству

5. цене

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Задание 12. Ответьте на вопросы относительно товара в объявлениях

1. What products / services are these advertisements trying to sell?

2. What age group(s) and socioeconomic group(s) are they aimed at?

3. How effective do you find the advertisements?

Задание 13. Обсудите рекламу, которая привлекла ваше внимание. При необходимости используйте фразы данные ниже.

This ad appeals to me because … I find it attractive because of …

I like the graphics and … It gives me a sense of … It makes me think of…

Задание 14. Обсудите ситуацию с запуском нового продукта на рынок. Рассмотрите разные аспекты ситуации, такие как:

1. Analyze marketing demands from customers. Discuss them with your production manager.

2. Study the competing products on the market.

3. Study possible channels of distribution in detail. See the sales manager to discuss them.

4. Meet with advertising agency to discuss new advertisements for the company’s product.

5. Write a letter to contact newspapers to advertise a new product.

Задание 15. Рекламируя товар, попытайтесь убедить слушателей в необходимости покупки. По возможности используйте фразы из таблицы.

Persuasive language	Attractive sounding adjectives and phrases
You really must … You really ought to … You should try …	Long-lasting / durable / tough Delicious / tasty / mouth-watering Safe / secure / guaranteed Cheap / inexpensive / unbeatable price Convenient / comfortable / simple to use

UNIT III. MAKING THINGS AND SELLING THEM ON-LINE

Lesson 1. MAKING THINGS

Задание 1. Произнесите слова, обращая внимание на произношение ударных гласных:

1. stock, store, wages, launch, labour, craft, shop, fault, waste, type

2. warehouse, wholesale, retail, output, shortage, knowledge, service, quantity, industry, specialized, salary, customer, excess, input

3. produce, capacity, finance, design, sophisticated, negotiate, equipment

4. employee, machinery, transformation, sophistication

Задание 2. Используя словарь, изучите слова и их производные. Заполните таблицу, подразделяя слова на части речи, например:

Глагол (v)	Cуществитель-ное (n)	Прилагательное (adj)	Наречие (adv)
exceed	excess	excessive	excessively

1. stock (v) – stockholder(n) – stock (n)

2. store (v) – storage (n) – store (n)

3. produce (v) – produce (n) – production (n) – productive (adj) – productivity (n)

4. handle (v) – handled (adj)

5. effect(v) – effect (n) – effective (adj) – effectively (adv)

При помощи словаря составьте аналогичную таблицу для других слов: shortage, launch, industry, equip, transform, operate, sophisticate, specialize

Задание 3. Переведите словосочетания на русский язык, обращая внимание на значение выделенных слов.

at full capacity, product launch, excess capacity, manufacturing company, British-manufactured goods, lean production, assembly plant, goods in stock, finished goods, skilled workers, negotiate the order, storage payment, handling charges, assembly line, labour-intensive production

Задание 4. Переведите предложения, обращая внимание на выделенные слова.

1. Produce refers to agricultural products such as crops or fruit.

2. If I the plant is producing the maximum amount of goods t, it is working at full capacity.

3. If the organization is producing more than what is needed, there is overproduction or: excess capacity, spare capacity, overcapacity, surplus capacity.

4. Products that are being made are work-in-progress.

5. The work­ers are normally paid wages for working a certain number of hours each week.

6. If a worker works more than his required number of hours, he works overtime, and he is paid at overtime rates.

7. If there is a labour problem or industrial unrest, the union shop steward might enter into negotiations with the management on behalf of the workers.

Задание 5. Вставьте слова (даны ниже), необходимые по смыслу.

a. Steve is head of car production at a… . At his plant on the assembly line skilled workers mass-produce cars. The plant is highly automated: they use a lot of machinery. This … is expensive to buy but very cost-effective. They use industrial robots. These robots are part of the CADCAM (system of computer-assisted design and …).

b. Luke has a little workshop where he … furniture ordered by individual … .We don’t use machinery; the furniture is hand-made. Producing furniture like this is a … industry. It’s very labour-intensive: it takes a lot of work to produce each piece. Many people dislike the furniture that big companies churn out in large numbers on their … lines, so we have a lot of customers’.

(customers, assembly line , craft, manufacturing plant, produces, production, manufacturing, equipment)

Задание 6. Поставьте вопросы к выделенным словам.

1. Making things efficiently, cheaply and without waste is called lean production.

2. The men working on the shop floor in the factory operate the machinery.

Задание 8. Прочитайте текст и выполните следующие задания:

а. Найдите в тексте слова, о значении которых можно догадаться (интернациональные слова). b. Выпишите их и вспомните, какие производные (или словосочетания) от этих слов вы знаете.

Something which is made or served to be sold is known as product. Products are produced or manufactured. A company or a country that produces something is a producer of it. A company that manufactures something is a maker or manufacturer of manufactured goods.

Production is the transformation of raw materials into goods and services that are sold to other businesses or to the consumer. Making things efficiently and as cheaply and quickly as possible and without waste is called lean production. In a wholesale or retail business, the purchase of articles for resale takes the place of production.

Productivity is a measure of how much is produced in relation to the number of employees. Output is the number or type of things that a plant, a company, industry or country produces. The maximum amount that a particular plant, company or industry can produce is its capacity. If far too many things are produced, there is a glut of these things. If not enough goods are being produced, there is a shortage.

Product launch is the moment when the product is officially made available for sale. This is the ‘big moment’. If a design effect or design fault is found in a product after it has been launched, the company may have to recall it, asking those who have bought it to return it, perhaps so that the defect can be corrected.

Materials and parts are just some of the inputs. The others are labour (workers and managers) and capital (money). Knowledge is also important if manufactures want to be leaders in technology. At any one time, manufactures have goods worth millions of dollars in their factories and warehouses: the products that have been made – the finished goods and materials and components. Quantities of raw materials, components, work-in-progress and finished goods in a particular place are stocks. Of course, it costs money to keep components and goods in stock: stocks have to be financed (paid for), stored (perhaps in special buildings: warehouses) and handled (moved from one place to another).

The men who actually produce the goods in the assembly plant (or factory) are known as the workers (or labour force). The men working on the shop floor in the factory operate the machinery (or equipment). Workers who have specialized skills or who are trained to operate sophisticated equipment are called skilled workers.

Задание 9. Расположите утверждения данные ниже в той последовательности, в какой они даны в тексте.

1. There are three important components of production.

2. To keep things in stock needs money.

3. The transformation of raw materials into goods and services is called production.

4. The maximum capacity to be produced is the capacity of the plant.

5. Workers are specially trained to operate sophisticated equipment.

Задание 10. Подберите определения к словам в левой колонке.

production warehouse lean production assembly plant skilled workers product productivity

operate sophisticated machinery production line special place to keep components and goods a measure of how much is produced something to be sold or served making things quickly, cheaply and without waste specially trained workers

Задание 11. Закончите предложения, используя информацию текста.

1. Workers who have specialized skills …

2. A company that manufactures something …

3. The type of things that a plant …

4. The company may have to recall …

5. There is a shortage …

6. Stocks have to be …

1. if not enough goods are being produced.

2. a maker of manufactured goods.

3. financed, stored and handled.

4. are called skilled workers.

5. produces is the output.

6. if a design fault is found in a product.

Задание 12. Замените слова, используя лексику текста.

1. Let’s get the materials in only when we need them to keep costs down.

2. It’s difficult to find the right special buildings to put our finished goods in.

3. You will have to decide well in advance how to pay for all this.

4. It’s very important that we keep these components at the right temperature.

5. There must be a quicker and cheaper method than this!

6. They want to introduce a system of making things efficiently.

(warehouses, to finance, just-in-time, lean production, to store, more efficient)

Задание 13. Ответьте на вопросы по тексту.

1. What is a product?

2. How can you define lean production?

3. What do you call the maximum amount of goods produced?

4. What is necessary for production of goods?

5. Where are manufactured goods stored?

6. Does it cost much money to keep things in stock?

7. Who do call skilled workers?

Задание 14. Составьте рассказ, используя фрагменты высказывания.

1. work. Of course, we still have a lot of assembly.

2. plant producing TVs in Singapore. We have two production.

3. My name is George Chen, and I’m director of a manufacturing.

4. lines working 24 hours a day. We use CAD.

5. line workers, so it’s still quite labour-

6. intensive. But with the help of computer –

7. CAM, and robots do some assembly.

8. assisted design and automation, productivity is increasing.

Задание 15. Прочитайте фрагмент диалога. Дайте оценку характеру производства выпускаемых изделий.

1. ‘I’m Steve and I’m head of car production at a manufacturing plant. ‘Plant’ sounds more modern than factory or works. On the assembly line we mass-produce cars. The plant is highly automated: we use a lot of machinery. These machines are expensive to buy but very cost-effective – we don’t have to pay them wages! We use industrial robots. These robots are part of the CADCAM system of computer-assisted design and manufacturing.’

2. ‘My name is Luke. I have a little workshop where I produce furniture ordered by individual customers. We don’t use machinery; the furniture is hand-made. Producing furniture like this is a craft industry. It’s very labour-intensive: it takes a lot of work to produce each piece. Many people dislike the furniture that big companies churn out in large numbers on their production lines, so we have a lot of customers’.