Object

12.13.Point out the infinitive function in the following sentences.

1.To translate such an article without a dictionary is difficult.

2.Automation makes it possible to obtain and develop new sources of energy.

3.There are projects to use lasers for long distance communication.

4.To work with computer was new to us.

5.Our aim is to translate technical articles without a dictionary.

6.To distinguish between cause and effect is sometimes difficult.

7.A special electronic device signals the engine to stop.

8.To convert the electrical connections of the peripheral an interface is used.

9.Some minicomputers allow the word length to vary.

10.Programming a computer involves analyzing the problem to be solved and a plan to solve it.

12.14.Translate the text. Point out the infinitive function.

Information is frequently considered to be almost synonymous with knowledge. It is in this context that information scientists are concerned with information. What then is a satisfactory definition of information? In order to define information, the thing to begin with is the use of information. Information is used to make decisions; in fact, the only available resource for a decision maker is information. The decision maker may be a single person, a committee, or a machine, but in any case the decision is based on information selected from the available data. Thus information represents data of value to make decisions.

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12.15.Choose the correct variant.

1.I’d like to thank you … at the conference.

12.16. Read the text “Marketing” and answer the following questions.

1.Which things are necessary to produce something efficiently?

2.What functions does marketing involve?

3.What is the object of market research?

4.How are products distributed to consumers?

5.Why should marketing managers always be in close touch with market conditions?

6.Will the customers buy new products if they don’t know about them?

7.Which skills does the selling involve?

MARKETING

If production is to meet needs, two things are necessary. The first is that producers must know what to produce. And the second is that consumers must know what is being produced. Linking these two factors together is the task and responsibility of the marketing staff.

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Marketing involves keeping producers aware of the needs of consumers and ensuring that their products are made available to consumers in the way and form they want.

There are some functions that marketing involves:

1.Market research. The object of market research is primarily to find out what the public wants. Market researchers should find out what consumers want and advise producers accordingly. They also recommend the standard of quality, style of packaging, choice of brand – name and general design of the products concerned.

2.Distribution. Products can be distributed to consumers in different ways. Some are best distributed through the manufacturer’s own retail outlet, some through a network

of wholesalers and retailers, others by direct mail-order.

3.Pricing. Marketing managers should always be in close touch with market conditions so that they can advice on the best price to charge for products.

4.Advertising. If customers don’t know about new products, they will never buy them. Marketing managers are expected to know the best ways to advertise products. This involves choice of media (radio, television, press and boarding). It also involves knowing the best form of advertisement to be taken and the advertising slogan to be used.

5. Selling. This involves the skills of personal selling, together with display and presentation skills such as those involved in window displays, exhibitions, news releases, and product promotions.

12.17. Use the expressions from the box and complete the following sentences.

10. Producers must know what to … .

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12.18. Write the correct question for the following sentences, as in the model.

Model: – Market researchers recommend name and general design of products concerned. (What)

–What things do market researchers recommend?

1.Today’s workers tend to possess higher expectations for the working environment because they have a higher level of education. (Why)

2.Customers purchase the organization’s products. (Who)

3.Trade organizations study changes in demographics to identify groups of possible buyers. (What kind of changes)

4.A top manager uses the information for making critical decisions about markets. (What)

5.There are four basic types of short-term objectives in management planning. (How many)

12.19.Match the words in columns A and B to make the expressions.

12.20.Complete the following sentences with the expressions from exercise 12.19.

1.Management plays a very … in any business.

2.If the major problem exists, then changes need to be made in the company’s … .

3.Managers evaluate … before choosing a specific course of action.

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4.Effective direction by managers requires … with employees.

5.The team roles require leadership abilities that are expressed in the development of … .

6.In directing managers motivate workers so that they reach their … .

7.Regardless of the … , most managers perform four basic functions.

8.Managers today are increasingly engaged in … of strategic plans for expanding their firms supply chains.

9.The basic … are planning, organizing, directing and controlling.

10.Organizing involves allocating resources, especially … .

12.21.Complete the following sentences with the correct preposition from the box.

1.The object … market research is primarily to find … what the public wants.

2.Products can be distributed … consumers … different ways.

3.Some … the products are best distributed … a net work of wholesalers and retailers, others … mail-order.

4.Marketing managers should always be … close touch … market conditions.

5.Managers today are increasingly engaged … fact-based analysis … strategic plans … contracting their firms’ supply chains.

6.Organizing is the process … putting the plan … action.

7.Choosing the right person … the right job may also be included as a part … the organizing.

8.Workers are motivated to achieve the company goals that were established … the planning process.

9.Supervision … managers requires ongoing communication … employees.

10.Managers may be motivated … a need to efficiently replenish growing markets … the firm’s products.

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