Английский язык. Практикум для студентов заочной формы обучения
.pdf6.Thesupervisorrepresentstheworkgrouptohighermanagement and higher management to the work group. In the liaison role, the manager interacts with peers and people outside the organization.
7.The leader role defines the relationships between the manager and employees.
8. The direct relationships with people in the interpersonal roles place the manager in a unique position to get information.
9.The top-level manager receives and transmits more information from people outside the organization than the supervisor.
10. The top-level manager makes the decisions about the organization as a whole, while the supervisor makes decisions about his or her particular work unit.
11. Since leadership permeates all activities, the leader role is among the most important of all roles at all levels of management.
12.Managerialworkisexciting,anditishardtoimaginethatthere will ever be a shortage of demand for capable, energetic managers.
Exercise 4. Переведите предложения на английский язык.
1. Менеджер — одна из самых распространенных позиций на современном рынке труда.
2. Менеджер — это сотрудник, в чьи обязанности входит управление другими служащими компании либо ее ресурсами.
3. В зависимости от направления деятельности менеджерские должности подразделяются на менеджеров по персоналу, по рекламе, по продаже, а также топ- и офис-менеджеров.
4.Менеджер по продажам осуществляет связь между компанией и клиентами, разрабатывает предложения для постоянных покупателей, привлекает новых клиентов и т. д.
5.Иногда офис-менеджером, особенно в небольших компаниях, называют человека, который выполняет функции администратора.
6.На самом деле это управленческая должность, офис-менед- жеру подчинен вспомогательный персонал офиса — уборщицы, рассыльные, завхоз и т. д.
91
7.В его обязанности входит организация всей деятельности офиса: от обеспечения канцелярскими принадлежностями до работы с оргтехникой.
8.Топ-менеджер — это руководитель высшего звена, осуществляющий общее руководство крупными подразделениями компаний.
9.Он обладает организаторскими способностями и немалым опытом работы, благодаря этому может эффективно организовать деятельность подчиненных ему специалистов.
10.Топ-менеджеры несут основную ответственность за успехи и неудачи компании, в которой трудятся.
Reading 15
Exercise 1. Прочитайте и переведите текст.
Marketing1
Marketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting or selling that product, service, or brand. The oldest — and perhaps simplest and most natural form of marketing — is ‘word of mouth’ (WOM) marketing, in which consumers convey their experiences of a product, service or brand in their day-to-day communications with others. These communications can of course be either positive or negative.
In for-profit enterprise the main purpose of marketing is to increase product sales and therefore the profits of the company. In the case of nonprofit marketing, the aim is to increase the take-up of the organization’s services by its consumers or clients. Governments often employ social marketing to communicate messages with a social purpose, such as a public health or safety message, to citizens. In forprofit enterprise marketing often acts as a support for the sales team
1 Marketing-Tegen // Wordpress.com. URL: https://studiotegenstrijdig. wordpress.com/2015/09/19/marketing (дата обращения: 4.05.2016).
92
by propagating the message and information to the desired target audience.
Marketing techniques include choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and advertising a product’s value to the customer.
From a societal point of view, marketing provides the link between a society’s material requirements and its economic patterns of response.
Marketingsatisfiestheseneedsandwantsthroughthedevelopment of exchange processes and the building of long-term relationships.
Marketing can be considered a marriage of art and applied science (such as behavioural sciences) and makes use of information technology.
Marketing mix1
ThemarketingmixwasproposedbyprofessorE.JeromeMcCarthy in the 1960s. It consists of four basic elements called the “four P’s”. Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represents the variables of getting the product to the consumer such as distribution channels, market coverage and movement organization. The last P standsforPromotionwhichistheprocessofreachingthetargetmarket and convincing them to buy the product. The four Ps determine how marketing satisfies consumer needs. They are considered controllable marketing mix factors, meaning that they can change or be altered as needed. Habits, lifestyle, and diet are all considered to be controllable risk factors.
In addition to the controllable marketing mix factors, there are uncontrollable factors called environmental forces. The five environmentalforcesaresocial,economic,technological,competitive, and regulatory. These differ from the four Ps because they are how marketing determines consumer needs and are factors that cannot be altered or changed.
1 Marketing // Wikipedia, the free encyclopedia. URL: https://en.wikipedia.org/ wiki/Marketing (дата обращения: 4.05.2016).
93
•Social: The social forces refer to the structure and dynamics of individuals and groups and their behaviors, beliefs, thought patterns and lifestyles, friendships, etc. When consumers change their needs and wants, this directly affects marketing strategies.
•Economic: Let’s take inflation, economic crashes, slow growth and the unemployment rate, for example. Each of these factors can have a direct impact on marketing which may have to be re-evaluated and overhauled as a result.
•Technological:Technologypostsmanychallengestomarketers. It affects the kind of product that you as a marketer can offer. For instance, technology has changed products like typewriting machines into more proficient computer systems. You cannot stop the advancement of technology, but you can learn to adapt to it changes.
•Competitive: Competition refers to the numbers of similar competitive product brands’marketers in your industry, their size and market capitalizations. A new competitor entering the market will directly affect the marketing strategies of a company. Sometimes your competitors will decide to move in a new direction, release a new product line or change the game so drastically that your marketing will have to adjust to keep up. In some cases a brand new competitor may burst onto the scene with a new and attractive marketing message and campaigns that leave your efforts looking old and tired. Competition is the most direct threat to a business and its presence cannot always be seen in advance.
•Regulatory: This refers to laws and legality (governmental policies). For example, government restriction on the importation of a particularproductmighthinderthemarketersplayinginthatparticular field.
Exercise 2. Составьте вопросительные предложения.
1.The oldest and most natural form of marketing — is ‘word of mouth’marketing.
2.In for-profit enterprise the main purpose of marketing is to increase product sales and therefore the profits of the company.
94
3. Governments often employ social marketing to communicate messages with a social purpose, such as a public health or safety message, to citizens.
4. Marketing satisfies these needs and wants through the development of exchange processes and the building of long-term relationships.
5. The five environmental forces are social, economic, technological, competitive, and regulatory.
6. The social forces refer to the structure and dynamics of individuals and groups and their behaviors, beliefs, thought patterns and lifestyles, friendships, etc.
7.A new competitor entering the market will directly affect the marketing strategies of a company.
8.In some cases a brand new competitor may burst onto the scene with a new and attractive marketing message and campaigns that leave your efforts looking old and tired.
Exercise 3. Переведите предложения на русский язык.
1.Marketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information.
2.This information is then used by managers to plan marketing activities, gauge the nature of a firm’s marketing environment and attain information from suppliers.
3.The marketing research process spans a number of stages, including the definition of a problem, development of a research plan, collection and interpretation of data and disseminating information formally in the form of a report.
4.The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information.
5.Marketers use the process of marketing environmental scans, which continually acquires information on events occurring outside the organization to identify trends, opportunities and threats to a business.
95
6.The six key elements of a marketing scan are the demographic forces, socio-cultural forces, economic forces, regulatory forces, competitive forces, and technological forces.
7.Marketers must look at where the threats and opportunities stem from in the world around the consumer to maintain a productive and profitable business.
8.The market environment is a marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers.
9.Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants.
10.Market segmentation allows for a better allocation of a firm’s finite resources.Afirm only possesses a certain amount of resources.
11.Accordingly, it must make choices in servicing specific groups of consumers.
12. Market segmentation can be viewed as a key dynamic in interpretingandexecutingalogicalperspectiveofStrategicMarketing Planning.
Exercise 4. Переведите предложения на английский язык.
1.В широком смысле задачи маркетинга состоят в определении и удовлетворении человеческих и общественных потребностей.
2.Маркетинговые исследования — это систематическое и объективное выявление, сбор, анализ, распространение и использование информации для решения маркетинговых задач.
3.Процесс маркетинговых исследований — это комплекс действий из шести этапов, каждый из которых имеет свою задачу.
4. Маркетинговые исследования включают в себя: определение проблемы, разработку подхода к ее решению, формулирование плана исследования, проведение полевых работ, подготовку и анализ данных, а также подготовку и представление отчета.
5.Маркетинговоеисследованиедляопределенияпроблемы— это исследование, которое предпринимается, чтобы помочь иден-
96
тифицировать неочевидные проблемы, настоящие или такие, которые могут возникнуть в будущем.
6.Исследования такого типа предоставляют информацию относительно маркетинговой среды и помогают диагностировать проблему.
7.Маркетинговое исследование для решения проблемы — это исследование, предпринимаемое, чтобы помочь решить конкретные маркетинговые проблемы.
8.В процесс маркетинговых исследований вовлечены четыре заинтересованные стороны: маркетолог-исследователь, его клиент, респондент и общественность.
9.Методы сбора данных при проведении маркетинговых исследований можно классифицировать на две группы: количественные и качественные.
10.Главной задачей количественных исследований является получение численной оценки состояния рынка или реакции респондентов на некое событие.
Reading 16
Exercise 1. Прочитайте и переведите текст.
What Does a Marketer Do?1
Whenconsideringjobsandemploymentopportunities,oftentimes marketing comes into mind and you may ask yourself, just what does a marketing position consist of and what do they do?
A career in marketing is enjoyable and fun. Most people who work in marketing will tell you it provides them with the challenge they have always wanted. The reason being is marketing is always changing; there are always techniques to learn, cases to study, and strategies to research.
Do you have what it takes to be successful in a marketing career?
1 What Does a Marketer Do? // About.com. URL: https://marketing.about. com/od/careersinmarketing/a/What-Does-A-Marketer-Do.html (дата обращения: 4.05.2016).
97
When a person tells you that they work in marketing, there could be hundreds of different types of jobs they may be talking about. Marketing jobs are plentiful and vary based on the company, structure, and type of position that you are seeking.
Marketing account managers and marketing account executives are just two types of marketing jobs. In these types of positions, a person would normally be one that has the day to day contact with a specific customer or client and is their point of contact for any and all issues. Another job responsibility of one of these positions would be to design the marketing strategies for their company to help expand business and grow. They look to you as if you are their consultant, feeling confident that you know how to best market their business. When the customer needs you for something, they expect you to be there. There must be a good communication liaison between you and the customer at all times.
Having people skills are critical to these types of positions because you are face to face with clients and customers constantly.
There are also marketing jobs that don’t consist of you working with customers all the time. Careers or positions what would be less people oriented could be ones such as a product marketing manager or a brand marketing manager.
You would probably report into an account manager that would be the go to person with customers and you do the office work without the communication directly with the client. These positions would have a person being responsible for understanding a specific brand or product. You would have specific strategies based on your product or brand and have a solid understanding of how you can promote and market their products.You would look at the market, gain information on who wants to buy that specific product and what drives the product to sell. You may create presentations to validate your research that the manager could then in turn go to the client with. You may be responsible for scheduling a complete marketing plan from start to finish including the budget, communication, and organizing materials. These types of jobs give all around experience in the marketing arena.
Careers as a marketing manager are those that are the decision makers. They manage an entire marketing organization and have people under them who they are responsible for as well. Normally a
98
position of marketing manager is going to entail some years prior with other marketing positions and one can be promoted into a marketing manager job after proving themselves.
A career in marketing can take you in several different directions. Marketing is comprised of many facets and activities. You will find that there are many opportunities in marketing, is there a career path that is right for you? Explore the different career opportunities and decide which one fits you best. Marketing jobs are out there, but the job market is tight. Do the proper research and find the one that works best for you. Once you find it you will need to market yourself in order to stand out from the crowd.
Exercise 2. Составьте вопросительные предложения.
1.Marketing jobs are plentiful and vary based on the company, structure, and type of position that you are seeking.
2.Another job responsibility of one of these positions would be to design the marketing strategies for their company to help expand business and grow.
3.They look to you as if you are their consultant, feeling confident that you know how to best market their business.
4.There are also marketing jobs that don’t consist of you working with customers all the time.
5.You may create presentations to validate your research that the manager could then in turn go to the client with.
6.They manage an entire marketing organization and have people under them who they are responsible for as well.
7.Acareerinmarketingcantakeyouinseveraldifferentdirections.
8.Marketing is comprised of many facets and activities.
Exercise 3. Переведите предложения на русский язык.
1.Abachelor’s degree is the usually preferred degree type to enter theworldofmarketingandtherearemanydegreeoptionsavailablefor students who wish to attend a traditional school or an online school.
99
2.If you want to move into a management position however, you’ll have the best opportunities if you earn a master’s degree or a Master in BusinessAdministration (MBA).
3.These certifications indicate that you are committed to staying abreast of changes in your career field as well as establishing you as a qualified professional.
4.Depending upon your chosen career path, people in marketing engage in a wide variety of job duties.
5.Experienced marketing professionals often start their own businessesorgointoseniorpositionsatcompaniesormarketingfirms.
6.Advertising managers create interest for products and services and work with sales staff to design advertising campaigns for clients.
7.Public relations managers are responsible for maintaining a positive public image for their client base and generate press releases and programs to promote that image.
8.Marketing managers estimate the demand for a product and identify markets in which the product will best thrive and prosper, as well as develop pricing strategies to help maximize market share.
9.Promotions managers direct and plan programs by using direct mail, Internet advertising, store displays, special events, sweepstakes and contests, social media and endorsements to increase sales and profits.
10. Brand managers are responsible for creating and instituting brand assets for a company or product.
11. Sales managers direct sales force and set goals and enforce profit projections for the team and for the organization.
12.Market research analysts study market conditions to explore the potential sales of a product or service and estimate its profitability; gather data about who will buy a product and at what price.
Exercise 4. Переведите предложения на английский язык.
1.Маркетолог — это специалист по изучению спроса и предложения на товары и услуги.
2.Маркетолог — это специалист по планированию мероприятий, помогающих повысить доходность бизнеса.
100