English guide for economists and managers (руководство на английском языке для экономистов и менеджеров). Учебное пособие

tomer. Truly successful marketing understands the customers so well that the product or service satisfies a need so perfectly that the customer is desperate to buy it. The product almost sells itself. Of course this will only happen if the product or service is better than those of competitors.

Companies are always looking for marketing opportunities – possibilities of filling unsatisfied needs in areas in which they are likely to enjoy a differential advantage, due to their particular competencies. Marketing opportunities are generally isolated by market segmentation – dividing a market into submarkets or segments according to customers’ requirements or buying habits. Once a target market has been identified, a company has to decide what goods or services to offer, always remembering the existence of competitors.

Marketers do not only identify consumer needs, they can anticipate them by developing new products. They will then have to design marketing strategies and plan marketing programmes, and then organize, implement, and control the marketing effort. Once the basic offer, for example a product concept has been established, the company has to think about the marketing mix – the set of all the various elements of a marketing programme, their integration, and the amount of effort that a company can expend on them in order to influence the target market. The bestknown classification of these elements is the 4 P’s: Product, Price, Promotion and Place.

Aspects to be considered in marketing a product include its quality, its features, style, brand name, size, packaging, services and guarantee, while price includes consideration of things like the basic list price, discounts, the length of the payment period, and possible credit terms. Place in a marketing mix includes such factors as distribution channels, coverage of the market, locations of points of sale, inventory size, and so on. Promotion groups together advertising, publicity, sales promotions, and personal selling. The next stage is to create long-term demand, perhaps by modifying particular features of the product to satisfy changes in consumer needs or market conditions.

Exchange is the key term in the definition of marketing. The concept of exchange is quite simple. Ideal that people give up something to receive something they would rather have. It means that people give up something to receive something they would rather have. Normally we think of money as the medium of exchange. We «give up» money to «get» the goods and services we want. Exchange does not require mon-

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ey, however. Two persons may barter or trade such items as baseball cards or oil paintings.

Exchange will not necessarily take place even if all these conditions exist. They are, however, necessary for exchange to be possible. For example, you may place an advertisement in your local newspaper stating that your used automobile is for sale at a certain price. Several people may call you to ask about the car, some may test-drive it, and one or more may even make you an offer. All five conditions are necessary for an exchange to exist. But unless you reach an agreement with a buyer and actually sell the car, an exchange will not take place. Notice that marketing can occur even if an exchange does not occur. In the example just discussed, you would have engaged in marketing even if no one bought your used automobile.

Marketing can also involve the attempt to influence or change consumers needs and wants. Companies try to do this in order to sell their products; governments and health authorities sometimes try to change people’s habits for their own good or for the general good. In other words, marketing also involves regulating the level, timing and character of demand.

по информации http://sdo.rea.ru/cde/umk/EngMarketing/ang_men_pr/1/1_001.htm )

Task 2. Match verbs 1-8 to a-h to make phrases. Then look at the text to check your answers.

Task 3. Make your own sentences in English using the expressions from Task 2, read them aloud to the group and ask somebody to translate them. Change your roles.

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Task 4. Answer the following questions:

1.How can the term «market» be defined?

2.Companies are always looking for marketing opportunities. Do you know why?

3.What do marketers have to do after identifying consumer needs?

4.What aspects are considered in marketing a product?

5.How can long-term demand be created?

6.Exchange does not require money, does it?

7.When won’t an exchange take place?

8.Why do companies try to influence or change consumers needs and wants?

Language review

Task 1. Put the sentences, given below into Past Simple and then change them into Future Simple.

1.Marketing combines market research, new product development, distribution, advertising, promotion, product improvement, and so on.

2.According to this, marketing begins and ends with the customer.

3.Truly successful marketing understands the customers so well that the product or service satisfies a need perfectly.

4.Exchange is the key term in the definition of marketing.

5.Normally we think of money as the medium of exchange.

6.Exchange does not require money, however.

Task 2. Make up any 4 questions on the Text and ask your partner to answer them. Then change your roles. Define what types of questions you have made.

Task 3. Fill in the blanks in the sentences with proper prepositions. Define Grammar Tense and the Voice of the underlined predicate in each sentence.

1. Companies are always looking … marketing opportunities – possibilities … filling unsatisfied needs in areas … which they are likely to enjoy a differential advantage.

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2.Ideal that people give … something to receive something they would rather have.

3.You may place an advertisement … your local newspaper stating that your used automobile is … sale … a certain price.

4.But unless you reach an agreement … a buyer and actually sell the car, an exchange will not take place.

5.Governments and health authorities sometimes try to change people’s habits … their own good or … the general good.

Writing

Task 1. Choose any statement and write your comment on it (6- 10 sentences).

1.«There is too much advertising on TV and the Internet».

2.«Advertising is necessary in a free world».

3.«There should be strict controls on what is advertised and to whom».

Task 2. Translate the text given below from English into Russian and entitle it.

Business marketing is a marketing practice of individuals or organizations (including commercial businesses, governments and institutions). It allows them to sell products or services to other companies or organizations that resell them, use them in their products or services or use them to support their works.

Business marketing is also known as industrial marketing or busi- ness-to-business (B2B) marketing. Despite sharing dynamics of organizational marketing with marketing to governments, business-to- government marketing is different.

Business-to-business marketing is the marketing of goods and services to individuals and organizations for purposes other than personal consumption. The sale of an overhead projector to your college or university is an example of business-to-business marketing. Business-to- business products include those that are used to manufacture other products, that become part of another product, that aid the normal operations of an organization, or that are acquired for resale without any substantial change in form. The key characteristic distinguishing business-to-

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business products from consumer products is intended use, not physical characteristics. A product that is purchased for personal or family consumption or as a gift is a consumer good. If that same product, such as a microcomputer or a cellular telephone, is bought for use in a business, it is a business-to-business product.

UNIT XI

MY FUTURE SPECIALITY.

PERSONAL PRESENTATION

Starting up

Before studying the material of Unit X, read and memorize some basic and important definitions of the terms.

Speciality:

–a subject that someone knows a lot about;

–a particular thing that you regularly do or make.

Presentation:

–a talk giving information about something;

–a talk to a group in which information about a new product, plan, etc. is presented.

Vocabulary and Language

Task 1. Work with a group mate. Look at the quotations from people talking about their career. Take turns to use a word or phrase in brackets in the correct form to report what each person said.

Example: A: I chose to go to Kuzbass State Technical University and not to Kemerovo State University. B: He (she) made the decision to go to Kuzbass State Technical University and not to Kemerovo State University

1.«I chose to go to Kuzbass State Technical University and not to Kemerovo State University» (make the decision).

2.«I finished my studies in 2020» (complete).

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3.«I trained in an economics scientific club for 3 years» (spend).

4.«I’m going to study economic security, go abroad for some work experience, do my exams, and qualify as an engineer-economist» (career path).

5.«I left my job in the region and moved to the capital city» (give up).

6.«I was studying math, but I hated it, so I tried economic theory and became an economist instead» (change direction).

7.«All I want to do I learn and read a lot around my subject» (concentrate on).

Task 2. Read the text about one of the most successful managers and businessmen in Britain. Complete the text with the most suitable form of the verb in brackets.

Sir Richard Charles Nicholas Branson (born 18 July 1950) is an English business magnate, investor, author and former philanthropist. In the 1970s he founded the Virgin Group, which today controls more than 400 companies in various fields.

Branson … (to express) his desire to become an entrepreneur at a young age. His first business venture, at the age of 16, … (to be) a magazine called «Student». In 1970, he … (to set up) a mail-order record business. He … (to open) a chain of record stores, later known as Virgin Megastores. In 1997, Branson … (to take) what many saw as being one of his riskier business exploits by entering into the railway business. Branson’s Virgin brand … (to grow) rapidly during the 1980s, as he started Virgin Atlantic airline

In 2004, he … (to find) spaceflight corporation Virgin Galactic. In March 2000, Branson … (to be knight) at Buckingham Palace for «services to entrepreneurship». For his work in retail, music and transport (with interests in land, air, sea and space travel), his taste for adventure, and for his humanitarian work, he … (to become) a prominent global figure. In 2007, he … (to be place) in the «Time 100 Most Influential People in The World« list. On 10 January 2008, Virgin Healthcare … (to announce) that it … (to open) a chain of health care clinics that … (to offer) conventional medical care alongside homeopathic and complementary therapies, a development that was welcomed by Ben Bradshaw, the UK’s health minister. In 2010, Virgin Hotels … (to be launch) under the

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Virgin Group. In February 2018, Branson announced the first Virgin hotel in the UK … (to open) in Edinburgh. In 2014, Branson … (to launch) the «Foodpreneur» food and drink-focused start-up competition. In 2015, the competition … (to expand) to the Virgin StartUp’s Foodpreneur Festival. In November 2015, Branson announced the addition of Moskito Island to the Virgin Limited Edition portfolio. This resort, The Branson Estate on Moskito Island, … (to offer) 11 bedrooms for 22 guests In April 2018, Branson announced the acquisition of the Las Vegas based Hard Rock Casino-Hotel with plans to re-brand the property under his Virgin Hotels business.

In March 2020, during the coronavirus pandemic which … (to see) a dramatic decline in international air travel of around 60% globally, Branson and Virgin … (to attract) criticism by asking staff to take eight weeks’ unpaid leave. In response to the global pandemic, Branson … (to put) his luxury Necker Island up as collateral for a commercial loan to save Virgin Atlantic. Branson … (to say): «Over the five decades I … (to be) in business, this … (to be) the most challenging time we … (to face) ever ... From a business perspective, the damage to many is unprecedented and the length of the disruption remains worryingly unknown».

In June 2020, Forbes … (to list) Branson’s estimated net worth at

US $ 4.1 billion.

Task 3. Make up 4 questions on the text (a general, a special, an alternative and a tag one).

Reading

Task 1. a) Discuss these questions in pairs.

a)What are the most popular careers in your country? What is your future speciality?

b)Which careers have the longest training?

c)Are there too many graduates in your career area?

b)Then read two short texts in which Thorsten Richer and Amy Chang give personal presentations about themselves at the beginning of their talk at a company conference. Who gives the most information about themselves?

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Speaking

Task 1. Work with a partner. Take turns to talk about your career path, using the ideas below to help you. What do you have in common?

Your strengths and weaknesses

Your career plan (where do you want to be in 10 years time?)

Challenges in your studies and work

Your ambitions

Task 2. a) study the following key expressions that can be useful for personal presentation.

Talking about the past

In my / his / her previous role …

From 2020 to 2025 …

Last year …

Talking about recent experiences

Up to now …

Over the last year …

Recently …

Talking about the present

At the moment …

In my / his / her current role …

Talking about the future

In the future …

Over the next year …

b) imagine some facts about your future job and give a presentation about yourself to a partner. Use key expressions given above. Include:

your education

your previous employment

your recent experiences

your present role

your plans for the future

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Task 3. a) Work with a partner. You have been asked to introduce a speaker at a conference. Use the files below. Take turns to give your presentation. b) make a file of your own presentation.

Translate the text given below from English into Russian and entitle it.

Hello. I’m Jennifer Bridges, Director of ProjectManager.com. Well welcome to today’s whiteboard session on how to deliver a presentation. What I’ve learned is one of the most frightening things for most project managers is giving a presentation. But that’s where we can influence our team, influence our stakeholders, our executives, get their buy in, sell an idea.

It’s the most powerful thing we can do, but it’s the most frightening. But there are a few simple steps that I’m going to cover today on delivering a great presentation. So presentations are like any other thing that we have to do as project managers or any professional. It takes practice, so it’s something that instead of raising the bar and expecting to rock out in front of your audience or your team or any group that you’re presenting to. It’s about practice, practice, practice, practice. So here are a few things to get you going.

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