Английский язык. Учебное пособие. Менеджмент и маркетинг

The use of the verbs make and do often causes difficulties for learners of English. As a generalization, we can say that make means to bring into existence (like making things in a production department) or to produce a result (e.g. make a profit, make changes), and do means to perform an action (e.g. to do an exercise, to do your homework).

something to, or for, or with someone something for a living

Complete the following sentences with the correct form of either make or do, and one of the words

or expressions from the boxes above.

1.Janine, can you try to ………….. me …………. with my dentist for this afternoon, please?

2.Michael, can you …………..me ………….? I need to borrow a car.

3.No, we don‟t know what went wrong yet, but we‟re ………….. some

…………..

4.He said I wasn‟t working hard enough and I‟d really have to …………an

………… .

5.I can‟t tell you now, but we expect to …………. a …………. early next week.

6.We‟re ……….. much …………… than last year; we‟re definitely ……….

progress.

7.We spent three days ……………………… to the warehouse roof after the storm last week.

8.We ………….. a lot of …………… in Japan, and since the profit margin is high, we ……….. a lot of ……………… .

9.I checked the figures last night and found that I‟d …………… a lot of

…………..

10.It‟s either one or the other. You‟ll have to ……….. a ………….. .

Unit 14 Phrasal Verbs – Marketing versus.

EXERCISE 1

Match up the phrasal verbs on the left with the verbs that have a similar meaning on the right:

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EXERCISE 2

Complete the text using the phrasal verbs above.

What an afternoon! We had another of those meetings with the financial people. How does anybody

(1)…………….them? The accountants, those boring little bean-counters! And the analysts, those

infuriating number crunchers! Every time we prepare a marketing plan they accuse us of spending too

much money. They just can‟t seem to (2)…………..the idea that these days, marketing is the central

function in a company like ours. We can‟t (3)………………the idea that marketing spending is an

investment rather than an expense. They really should go and (4)……………….their

knowledge of

modern marketing. But no, instead they (5)…………..anything that costs money,

(6)…………….our

budgets, and ask us to (7)……………new ones. And we have to (8)…………….this

every time we

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have a new product! They say the company can only afford about half of what we ask for. I can‟t

imagine how they (9)………….their figures. And they never (10)……………, even when we can

show them that they‟re wrong. And what‟s worse, the production people (11)………………them

……………! They never even agree to (12)……………us…………….. . If only they‟d just let us

(13)…………..our jobs. They don‟t seem to realize how much they (14)…………..all our projects.

And we can‟t even (15)…………….the support of the R&D people, because as soon as we go into

production, they lose interest in the product, and start working on something else.

Exercises

Unit 1 What is management?

Ex 1 Find in “b” the Russian equivalents to the words in “a”

a)Labour, supply, demand, impersonal, room. Entrepreneur, alert, so far, as if, to perceive, currently, unconventional, innovative, senior manager, rather than, distinct, to attain, obviously, failure, essentially.

b)Объективный, быстро реагирующий, по существу (фактически), очевидно, как будто, старший менеджер, в настоящее время, труд, пространство, спрос, регулирующий, воспринимать(ощущать), необычный, определенный, а не, неудача (неумение), предложение, предприниматель, до сих пор, прогрессивный, достигать.

Ex 2 Answer the questions:

1.What does the term “entrepreneur” mean?

2.What are entrepreneur like?

3.How can you describe basic operation of managers?

4.What abilities do managers have to be good at?

5.Whose fault is often failure in business?

Unit 2 The manager`s role

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Ex 1 Find in “b” the Russian equivalents to the words in “a”

a)To carry out the work, certain activities, to forecast, to spell out, to motivate, to involve, long range planning, to make decision, to diversify, to mention, to run an organization, to chase up supplies, to sort out, f great deal of time, to affect, objective, furthermore, superior, subordinate, to succeed, skills and abilities, measurement, target, performance of organization.

b)Определенные виды деятельности, прогнозировать, вовлекать, принимать решение, выполнять работу, стимулировать, расшифровывать, долгосрочное планирование, включать капитал в различные предприятия, отличать, сортировать, умения и способности, сверх того, оценка, подчиненный, работа организации, преуспевать, задача, руководить организацией, удостовериться в наличии запасов, много времени, цель, воздействовать, начальник.

Ex 2 Translate into Russian

The jobs to be done, resourced are to be used, work is to be divided, having set targets, managers have to measure, to get on well with others, to get people to work as a team.

Unit 3 Motivation

Ex 1 Find in “b” the Russian equivalents to the words in “a”.

a)to ascend, self-actualization, to bring about , hierarchy, esteem, to sustain, to develop affiliations, self-confidence, to achieve one‟s goal, to starve, to concern, conclusive, to tend, whereas, dominant, to conduct, advancement, recognition, maintenance, fringe benefits, to cause, to be worth noting, context, content.

b)Умирать от голода, иметь тенденцию, самореализация, беспокоиться, Поддерживать, господствующий, вызывать, в то время как, восходить, вызывать, стоит отметить, , развивать тесные связи, проводить, иерархия, содержание, средства по поддержанию существования ,уважение, самоуверенность ,смысл, признание, достижение чьей либо цели, решающий, успех, дополнительные льготы.

Ex 2 Discuss the following questions.

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1.What sort of things motivated you

-when you entered the Academy?

-when you chose pant time job?

-when you took part in different surveys, research work etc.?

Ex 3 Answer the questions.

1.What is the hierarchy of human heeds presented by A. Maslow?

2.Tell some words about each kind of human needs.

3.What kind of needs may be very strong at the higher and lower levels in a company?

4.How can you describe “two - factor” theory of Hersberg?

5.What is the difference between “motivator” and “maintenance” factors?

Unit 6 Decision – making

Ex 1 Find in “b” the Russian equivalents to the words in “a”.

a)To make take a decision, routine kind, fairly quickly, judgement, on the spot, to give a refund, a hunch, a gut feeling, overseas market, problem-solving, insufficient, entirely, to weigh up, option, stage, a decision-taker, to hire, constraints, to drop, advertising, to step up, to refurbish, to be worth (doing smuth), the chemistry, to assess, decision-marketing.

b)Оптимальное (наиболее выгодное) решение, решение проблемы, лицо, выносящее решение, внутреннее чувство, взвешивать (ситуацию, решение), реклама, стоит (имеет смысл) делать что-то, оценивать, полностью (всецело), интуиция, мнение (суждение), установившийся порядок, внешний рынок, стадия (этап), сдерживающие факторы, увеличивать, вновь обновлять, взаимоотношения, принятые решения, сокращать, нанимать, недостаточный, довольно быстро, возмещать

убытки, выносить решение, сразу (немедленно).

Ex 2 Discuss the headings of different parts of the text after reading and answer the questions.

1.Are all decisions a like?

2.How do various kinds of decisions differ?

3.What stages are there in making decisions concerning a complex problem?

Unit 8 What is Marketing?

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Ex 1 Answer the following questions.

1.What do the 4P‟s stand for?

2.What does each of the P‟s include?

3.What does marketing also involve?

Ex2 Find in “b” the Russian equivalents to the words in “a”.

a)An advantage, to anticipate, coverage, to influence, to involve, mix, publicity, segmentation, to share, need, want.

b)Влиять, преимущество, вовлекать, деление, структура (зд.), предвидеть, распределять, охват, надобность (потребность), недостаток (нехватка), гласность.

Ex 3 Find in “a” the Russian equivalents to the words in “b”.

а) Объем (запас) наличных товаров, отличительные черты, удовлетворять потребность, истинно успешный маркетинг, каналы распространения, согласно этому определению, безрассудный, для их собственного блага.

b)According to this definition, to satisfy a need, desperate particular features, for their own, good, inventory size, distribution channels, truly successful marketing.

Unit 9 Marketing Tasks

Ex 1 Find in “b” the Russian equivalents to the words in “a”.

a)Implementation, to reverse, latent, to revitalize, to after, time pattern, to retain, current, permanently, temporarily, unwholesome, undesirable, falling demand, overfull demand, to destroy.

b)Долговременно, временная структура(модель), скрытый, реализация (внедрение), нежелательный, полностью изменять, разрушать,

оживлять, падающий спрос, временно, удерживать (сохранять), изменять, чрезмерный спрос, текущий, нездоровый (вредный).

c)Types of marketing: 1. conversional, 2. stimulational, 3. developmental,

4.remarketing, 5.synchro marketing, 6. maintenance, 7. demarketing,

8.counter marketing.

Unit 10 Market Research

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Ex 1 Find in “b” the Russian equivalents to the words in “a”.

a)Guesswork, promotions, inventory, respondents, to launch, a feature, minor market, middleman, sales promotions, target market, significant.

b)Посредник, характеристика, опрашиваемые действия по стимулированию, пускать в ход, запас, предположение (догадка), целевой (сегментированный)

рынок, действия по стимулированию сбыта, второстепенный (незначительный) рынок.

Ex 2 Answer the question : What is meant by “Marketing research”?

Unit 11 Advertising

Ex 1 Answer the following questions.

1.What means of aadvertising do you know?

2.What does a media plan depend on?

3.What is your attitude about advertisements?

Ex 2 Find in “b” the Russian equivalents to the words in “a”.

a)to set up their own advertising departments, advertising budget, a brief, newspapers and magazine ads, television commercials, point-of- purchasedisplays, mailings, target market, advertising campaign, publicity, hoardings (billboards), words of mought, media.

b)Дисплеи в торговых точках, реклама из уст в уста,основывать свои собственные отделы рекламы, средства распространения в рекламы, почтовые рекламные листки, документ с подробностями рекламного продукта, рекламная кампания, телевизионные рекламные ролики, реклама в газетах и журналах, смета расходов на рекламу, целевой рынок, рекламные тумбы, гласность.

Рекомендуемая литература

1. Philip Kotler «Marketing Essentials»

Филипп Котлер «Основы маркетинга», Росинтер, Москва, 1996, c.19,20,21.

2. Ian Mackenzie «Management and Marketing» Language Teaching Publications/,

c.8,9,24,25,38,49,58,59,66,86,93,97.

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3. David Cotton «Keys to management», Language Teaching Publications,2001, c.6,7,42,43,90,91.

ДЛЯ ЗАМЕТОК

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