Деловое администрирование (на английском языке)

image, availability, or price? MAIN SELLING POINTS

1…. 2…. 3….

Come up with an idea for a new product to compete with the brand name. Consider the following: market positioning (upmarket or downmarket), pricing strategy, main selling points in comparison with the brand name, packaging, advertising.

DETAILS & FEATURES: … NAME OF NEW PRODUCT: …

Produce a consumer profile of the customer you are trying to attract. You need to take account of age, gender, socio-economic group, and lifestyle.

CONSUMER PROFILE: …

Devise a simple slogan to promote the product.

SLOGAN: …

Finally present your idea to the others.

Keep in mind the necessary evaluated points:

1)your logic and composition

2)content

3)proper and accurate business language

4)audience appeal

Do ‘Shopping expressions’ Quiz

One of the most exciting parts of building up a business is when you begin to receive orders for your goods or services. The selling process is hard work, but also extremely satisfying. There are several ways of selling.

Direct selling. This is when you sell a product direct to the public, for example, in your shop, market stall or by mail order. Its great advantage is that by listening to comments made by customers you can judge the market more accurately.

Mail order. You can advertise in newspapers or magazines, inviting customers to order goods from you by post. This is called mail order. Customers send in money with their orders.

Direct mail is another way of selling by post. You send sales leaflets with order forms to potential customers.

Working to order. If you provide a service or make personalized goods, you need to encourage orders from customers. Although many orders may come as a result of recommendations from satisfied customers, you must place yourself firmly in the public eye by promoting yourself. You can promote yourself by printing leaflets and giving information about yourself and your work in the advertising sections of newspapers and magazines. Design and draw up an advertisement for your business!

Selling through agents and sales reps. While expanding sales you may need to employ sales representatives or agents. Agents are people who have a number of contacts and a special knowledge in a particular field. They work freelance for several clients at once. They make their money by taking a percentage (say 10%) on everything they sell. It is possible to employ sales reps who work for you alone. They can provide you with weekly sales reports giving comments, assessments, and desires expressed by customers about each product.

Text Types of products

Products can be grouped in different ways. One approach is to distinguish between goods and services. Goods are basically objects, they can be touched, stored, transported and mass-produced. Services, consisting primarily of actions, have opposite characteristics. In general, services require different pricing, distribution and promotion techniques than goods do. The most widely spread one to categorize products is to look at who is doing the buying – individual consumers or industrial buyers. According to that approach all consumer goods can be divided into three subgroup: convenience goods, shopping goods and specialty goods.

Convenience goods are products that are readily available, low prices, heavily advertised and that consumers buy quickly and often. They are inexpensive items like toothpaste, soda and razor blades. Because the buyer is already familiar with these things, habit is a strong influence in the purchase decision. People buy the same old brand or go to the same old shop because it is easy to do so. To cultivate these strong buying habits, many sellers of convenience goods use advertising and packaging to create an easily recognizable image.

Shopping goods are products for which a consumer spends a lot of time shopping in order to compare prices, quality and style. These are fairly important things that a person doesn't buy every day, like a stereo, a washing machine, a good suit. One reason a

1. What is one of the approaches to categorize products? 2. What groups can all products be divided into? 3. What are convenience goods? 4. What items can be referred to convenience goods? 5. What do sellers do in order to cultivate strong buying habits? 6. What are characteristic features of shopping goods? 7. What do buyers compare choosing shopping goods? 8. Where can consumers get information about shopping goods from? 9. What are speciality goods? 10. What are two basic types of industrial goods? 11. What is the difference between support consumables and industrial process consumables?

IV. Translate the following sentences into English.

1. Все товары можно разделить на потребительские и промышленные. 2. Люди покупают товары повседневного спроса одной и той же марки и в одних и тех же магазинах. 3. Используя рекламу и привлекательную упаковку, продавцы стараются развивать у потребителей устойчивые покупательские привычки. 4. Люди не покупают товары альтернативного спроса каждый день. 5. Покупая товары альтернативного спроса, покупатели сравнивают цены, качество, дизайн. 6. К товарам относительно редкого спроса относятся ювелирные изделия, французские духи, автомобили. 7. Промышленные товары длительного пользования, такие как: сырье, комплектующие части, используются в производственном процессе.

PEOPLE

A successful woman

Clara Furse is not a big woman, but she has a big job: chief executive of the London Stock Exchange. It is one of the biggest exchanges in the world – $504 billion in shares is traded every day. That’s more than Tokyo’s And New York’s exchanges put together! And Furse is the first woman chief executive of the exchange.

The London Stock Exchange is also one of the oldest exchanges in the world and is an important part of the British economy. But Furse is Canadian – she was born in Canada and her parents are Dutch. She speaks English, Dutch, French, Spanish and German – all fluently.

Furse is a graduate of the London School of Economics. She began her working career in 1979 as a broker. Between 1979 and 1999, she worked for several companies, moving up from broker to director, then managing director. In 1998, Furse became group chief executive at Credit Lyonnais Rouse, and then began her job at the London Stock Exchange in 2000. Fortune magazine says she is one of the 50 most powerful businesswomen outside of the US.

Though she is very busy at work, her private life is very important to her. When she isn’t working, she spends a lot of time with her three children.

Answer these questions using full sentences.

1.What is Furse’s job?

2.What is her nationality?

3.How many languages does she speak?

4.What year did she start her first job?

5.How many children has she got?

MARKETS

How a new product is made

Every year new products coming into the western market are growing in numbers. The greater part of them is hardly new. To be more exact, they represent existing items that have been slightly changed. Only few products have undergone a real modification and can be regarded as innovations. For example, TV set, the refrigerator – each was an innovation but not an adaptation. A great number of innovations and adaptations are designed, produced and marketed by small businesses. Very often a new product is formed on the basis of the new business. Sometimes there is a patent to make the business more successful. But it happens very often that market research has not been done very carefully.

Even if major producers pay more attention to doing research and testing, there is little hope for success. A promising new product can appear unsuccessful because of unreasonable prices, inadequate promotion and poor selling methods. Thus, all technologies applied for the purpose of improving the product turn out to be vane and its producer can hardly make a profit.

Vocabulary product life cycle – жизненный цикл продукта showroom – выставочный, демонстрационный зал merchandise – товары

peculiarity – специфичность; особенность, своеобразие, специфика

to emphasize – придавать особое значение; подчеркивать; акцентировать label – ярлык, этикетка, наклейка, бирка

slogan – лозунг, призыв; девиз

to bear in mind – помнить, принимать во внимание

to market – продавать; сбывать; находить рынок сбыта promising product – перспективный продукт unreasonable price – неразумная цена

inadequate promotion – недостаточная реклама

Answer the following questions.

1. Is the number of new products coming into the western market great? 2. What is the greater part of the products like? 3. Are they existing items which have been slightly modified? 4. Whom are innovations and adaptations designed, produced and marketed by? 5. On what basis is a new product often formed? 6. Is there much hope for success even if producers do more research and testing? 7. What can prevent a promising new product from being a success?

to establish – основывать, создавать

to specialize in smth. – специализироваться в чем-либо process equipment – технологическое оборудование up-to-date – современный; новейший

achievement – достижение, успех

to be in strong demand – пользоваться большим спросом to receive enquires – получать запросы

personnel department – отдел кадров

Research and Development – отдел исследования и разработок management – управление, руководство

Meeting of Shareholders – собрание акционеров Board of Directors – совет директоров

Managing Director – управляющий, директор-распорядитель to be responsible for smth. – быть ответственным за что-либо employee – служащий

head office – главный офис, главная контора branch – филиал

to be located – быть расположенным

to correspond to smth. – соответствовать чему-либо currently – в настоящее время

annual turnover – ежегодный товарооборот

to do well – процветать, преуспевать; хорошо идти (о делах и т. п.) net profit – чистая прибыль

increase – рост; расширение, увеличение to achieve – достигать, добиваться

to look for – искать

key – основной, ключевой, главный acquisition – приобретение

I. Give Russian equivalents to the following word combinations:

to work as a Sales Manager; to establish; up-to-date equipment; to reflect the latest achievements in technology; to be in strong demand; to receive a lot of enquires for the goods; to sell equipment abroad; to discuss prices; terms of payment; terms of delivery; to be located, key.

II. Give English equivalents to the following word combinations:

специализироваться в чем-либо; производить технологическое оборудование; отдел; собрание акционеров; совет директоров; управляющий; быть ответственным за что-либо; служащий; главный офис; филиал; соответствовать высокому техническому уровню и стандартам; ежегодный товарооборот; преуспевать; чистая прибыль; тратить много на покупку сырья и оборудования; приобретение.

III. Answer the following questions.

1. What is your company's name? 2. When was it established? 3. What does it specialize in? 4. How many departments does your company consist of? 5. What is the management of your company? 6. How many people do you employ? 7. Where is your head office? 8. Have you branches? 9. Do you export your products? 10. Is your

production well-known in the world? 11. Who consumers your production? 12. What is the turnover of your company? 13. Is your company doing well? 14. What are your company's prospects for the future?

IV. Translate the following sentences into English.

1. Наша компания была образована несколько лет назад. 2. В то время она производила спортивную одежду и спортивное оборудование. 3. Наша компания специализируется на поставке молочных продуктов населению. 4. Товары нашей компании высокого качества, они соответствуют международным стандартам. 5. В нашей компании занято более 500 человек. 6. Главная фабрика находится в Волгограде. 7. Главный офис находится в Волгограде. 8. Наша компания состоит из 6 отделов: производственный, торговый, бухгалтерский, финансовый, отдел кадров, экспортный. 9. Мы планируем создать отдел исследований и разработок. 10. Мы продаем свою продукцию во многие страны мира. 11. Наша компания – одна из ведущих производителей торгового оборудования в нашей стране с оборотом 100 миллионов рублей. 12. Дела у компании идут хорошо, и мы планируем расширить нашу деятельность, открывая филиалы за рубежом. 13. Я работаю в международной компании. 14. В нашей фирме работают инженеры и экономисты. 15. Мы продаем оборудование, машины и другие товары. 16. Мы торгуем со многими странами. 17. У этой компании есть филиалы в Лондоне и Париже. 18. Ему приходится проверять работу всех филиалов за границей. 19. Кто принимает решения по основным направлениям? 20. Товарооборот этой компании растет из года в год. 21. В прошлом году компания продала две комплектные установки (complete installation) в одну из стран Восточной Европы. 22. Какой чистый доход получила компания в пролом году? 23. Компания продает эти товары за границей? – Нет, она покупает их в странах Европейского союза.

V. Read and translate the following texts. Company results

Here is a short review of the company's main activities last year. I'm going to divide my review into three areas: firstly – financial, secondly – personnel, and thirdly

–technology.

On the financial front the results have been very encouraging (pleasing): turnover has increased by 14 per cent, costs have dropped by 3 per cent, and profits are up by 16 per cent. So the company as a whole has performed well. Export sales have done very well especially in America, our largest export market. The domestic consumer market has been very competitive, and will continue to be so. To my regret, our results in this market have been rather disappointing – just 1 per cent as compared with the last year.

Now, the personnel. Our policy of personnel development through training and promotion opportunities has been a great success. We have actually recruited 72 new staff members, while 20 have retired; so there's a net balance of 52. The training department has expanded considerably, and moved into new areas such as quality assurance and sales training.

Finally, technology. I suppose it's no exaggeration to say that our technological thought is on the upgrade (upsurge), and our Research Department is trying to do its best to make a scientific contribution to the production process of the company. Over