Английский язык. Менеджмент и маркетинг в спортивной индустрии. Учебное пособие по английскому языку

МИНИСТЕРСТВО ТРАНСПОРТА РОССИЙСКОЙ ФЕДЕРАЦИИ

ФЕДЕРАЛЬНОЕ ГОСУДАРСТВЕННОЕ АВТОНОМНОЕ ОБРАЗОВАТЕЛЬНОЕ УЧРЕЖДЕНИЕ ВЫСШЕГО ОБРАЗОВАНИЯ «РОССИЙСКИЙ УНИВЕРСИТЕТ ТРАНСПОРТА»

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Академия базовой подготовки Кафедра «Русский и иностранные языки»

Г.В. Мохнаткина

Английский язык

Менеджмент и маркетинг в спортивной индустрии

Учебное пособие

для студентов направления «Менеджмент» профиля «Менеджмент в спортивной индустрии» Института экономики и финансов

МОСКВА - 2021

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УДК 42

М 86

Мохнаткина Г.В. Английский язык. Менеджмент и маркетинг в спортивной индустрии: Учебное пособие по английскому языку. – М.: РУТ (МИИТ), 2021. - 70 с.

Учебное пособие по устной речи для студентов направления «Менеджмент» профиля «Менеджмент в спортивной индустрии» Института экономики и финансов.

Данное учебное пособие предназначено для студентов, изучающих менеджмент как специальность. Пособие составлено в соответствии с требованиями ФГОС ВПО по иностранному языку для неязыковых вузов. Издание включает материалы, как для аудиторной, так и для самостоятельной работы студентов.

Основной целью пособия является формирование навыков и умений по различным видам чтения, как для получения необходимой информации, так и устной речи в пределах тем, предусмотренных программой.

Учебное пособие построено по тематическому принципу. Отбор тем полностью соответствует программе курса. Издание состоит из состоит из 7 разделов:

-Economy and Sports

-Management. Types of Management.

-Management in Sports Industry

-Marketing

-Marketing in Sports Industry

-Legal Bases of Sports and Physical Training

-Sports Medicine, Psychology and Sociology

Каждый раздел содержит текстовый материал, лексический материал, подлежащий активизации и грамматический материал для повторения и закрепления при выполнении соответствующих упражнений. В каждом уроке представлен материал по структурносемантическому анализу сложной и производной лексики.

Учебное пособие содержит рецептивные и продуктивные лексико-грамматические упражнения, направленные на развитие речемыслительной деятельности.

Тексты и содержание учебного пособия отобраны с учетом формирования у студентов положительной мотивации и познавательного интереса к процессу изучения иностранного языка. Пособие дает возможность приобрести знания и навыки по английскому языку, необходимые для успешного выполнения профессиональных функций в сфере спортивного менеджмента и маркетинга. Текстовой материал подобран таким образом, чтобы обогатить обучаемых специальной лексикой и содействовать профессионально ориентированному обучению иностранному языку.

Рецензенты:

Доцент Департамента политологии Факультета социальных наук и массовых коммуникаций ФГОБУ ВО «Финансовый университет при Правительстве Российской Федерации» к.полит.н. Бестаева Е.В.

Доцент кафедры «Лингвистика» РУТ (МИИТ)» к.фил.н. Сачкова Е.В.

© РУТ (МИИТ), 2021

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UNIT 1 ECONOMY AND SPORTS

TEXT 1

ECONOMY. MARKET ECONOMY I. Прочитайте и запомните новые слова и их перевод consumption – потребление

scarce - скудный

demand – спрос, требование, требовать supply – поставка, снабжать

allocation – распределение, размещение

laissez-faire – невмешательство (правительства в бизнес) assume – допускать, предполагать

privately-owned – находящийся в частной собственности lease – аренда, брать (сдавать) в аренду

profit – прибыль, доход, приносить (получать) прибыль benefit – выгода, польза, приносить (получать) выгоду ownership – собственность

consumer – потребитель constraint – давление

bidder – покупатель, участник торгов access – доступ

II. Прочитайте и запомните новые словосочетания и их перевод private property – частная собственность

employee owned enterprises – предприятия, находящиеся в собственности работников legally binding contract – контракт, имеющий юридическую силу

over the long run – в течение длительного период competitive pressure – конкурентное давление public ownership – государственная собственность

III. Прочитайте следующие словосочетания и переведите их без словаря

Limited services, geographical location, economic planning, market economy, state agencies, efficient economic operation.

IV. Подберите окончания предложений и переведите полученные предложения

1)In a planned economy the government

2)In a market economy prices depend on

3)Competition provides goods and services a) be more qualitative and efficient.

b) laws of demand and supply. c) makes all important decisions.

V. Изучите раздел грамматики: The Passive Voice. Forms of the Simple Passive Voice. Forms of the Progressive Passive Voice

VI. Прочитайте и переведите предложения на русский язык

1.In a planned economy prices are approved by the government.

2.In the nearest future many factories will be constructed in Siberia.

3.How much money was paid for the product?

4.Who was the contract signed by?

5.Will the plant be privatized next year?

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VII. Переделайте следующие предложения. изменив форму Active Voice на Passive Voice в соответствующем времени. Обратите внимание на употребление предлогов. Переведите полученные предложения на русский язык

1.The government adopted a new plan of development.

2.The teacher is checking her work now.

3.Our sponsors will build a new park next summer.

4.Every week the owner of the art gallery presents new paintings.

VIII. Переведите следующие предложения на английский язык

1.Турнир был завершен на прошлой неделе.

2.Много новых стадионов строится в нашей стране.

3.Кем будет подписан этот контракт?

IX. Прочитайте текст и передайте его содержание на русском языке.

ECONOMY. MARKET ECONOMY

An economy is the large set of inter-related production, consumption, and exchange activities that aid in determining how scarce resources are allocated. The production, consumption, and distribution of goods and services are used to fulfill the needs of those living and operating within the economy, which is also referred to as an economic system.

There are different types of economies. A planned economy means the government decides what to produce, in what quantity, and to be sold at what price. Command-based economies are dependent on a central political agent, which controls the price and distribution of goods. Supply and demand cannot play out naturally in this system because it is centrally planned, so imbalances are common.

Among the most widespread economies is a market economy. It is a system in which all the decisions are taken on the basis of demand, supply and free price system. There is no existence of pure market economy in reality. This is because both government and society regulate the decisions regarding allocation of resources to varying extent. Most of the market economies that exist have a degree of state directed activity or economic planning and are known as mixed economies. The market economy is sometimes called free market economy, but the term may also mean free-market anarchism or laissez-faire.

It is not logically assumed in a market economy that private property exists in the means of production. It can have various types of cooperatives, autonomous or collective state agencies that are involved in buying and selling capital goods with one another in a free price system. Market socialism has many variants which include employee owned enterprises that are built on self-management and that function in markets. There are also models which have public ownership of the production means and in which distribution of capital goods is done through markets.

A market economy is defined by several characteristics:

Nowadays the most developed nations have mixed economies. They allow market forces to drive most of their activities, typically engaging in government intervention only to the extent that is needed to provide stability. Although the market economy is clearly the system of choice in today's global marketplace, there is significant debate regarding the amount of government intervention considered optimal for efficient economic operations.

X. Определите какое предложение соответствует содержанию текста.

1.a) In a market economy all the processes are regulated both by government and society. b) In a market economy all the processes are regulated by government.

c) In a market economy all the processes are regulated by society.

2.a) Competition helps to reduce prices.

b)Competition helps to keep prices moderate.

c)Competition helps to raise prices.

3. a) A planned economy is a system where the government decides what to produce.

b)A planned economy is a system where the government decides what to purchase.

c)A planned economy is a system where the government decides what to sell.

XI. Дайте развернутые ответы на следующие вопросы.

1.What system is economy?

2.What types of economies are there?

3.How is a market economy defined?

4.What are the main features of a market economy?

XII. Изучите таблицу в тексте. Перечислите основные признаки рыночной экономики и охарактеризуйте их.

XIII. Составьте аннотацию к тексту

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TEXT 2

ECONOMY OF PHYSICAL TRAINING AND SPORTS

I. Прочитайте текст и дайте заголовки его абзацам.

The health of the population and the economy of the state have a close relationship and Interdependence. Not only does the economy affect the health of the population, but also the health of the population affects the economy of the state. From an economic point of view, physical culture and sports can be considered as a type of socially useful activity for providing various services related to the non-productive sphere and therefore not directly involved in the creation of a material product.

The terms "physical culture or education" and "economy of physical culture" have been never used overseas. A sophisticated term "sports" involves all principle relations in training, education, sports management and other related activities. In Russia and countries of CIS two terms are applied - "physical culture" and "sports". Physical culture is systematic and varied improvement and strengthening of human body through physical exercises. It promotes physical education of population and growth of sports achievements. In other words, in our country physical education is unprofessional recreational sports comprising its infrastructure and training system of amateur athletes. On the contrary, the term "sports" means more professional and commercialized system producing professional athletes and coaches. Thus sports can be subdivided into professional and amateur.

Physical culture and sports possess all the attributes of non-material production. As an industry they manufacture such products as health, longevity, entertainment and leisure. Physical culture and sports have their consumers and producers, market and non-market institutions, and private industry integrated into national and international economies. Thus economy of physical culture and sports studies all economic relations and activities taking place in this sphere of life. Its purpose is to analyze the nature of the activities, forecast economic processes and provide their regulation. More specifically, this type of economy studies the methods for solving theoretical and practical problems arising in the field of sports relations. They are connected with the use of material, labor, financial and other resources at the level of individual sports organizations and society in general.

Economy of physical culture and sports studies economic relations in sports industry at two levels. The first one is macro level or national and international levels. The second is micro level with individual sports and athletic organizations, clubs, federations with different forms of ownership and funding sources. Thus, macroeconomics of sports operates through combined data. It comprises levels of funds and revenues of sports organizations, the total number of athletes, coaches, fitness clubs, sports facilities, etc. Its function is to identify trends in the development of physical culture and sports and to develop measures for state regulation of economic relations in sports. Microeconomics of sports mainly analyses functioning of the separate structural units, individuals and sports organizations of all types and legal forms.

The principle tasks of physical education and sports economy are:

-Accumulating and organizing economic knowledge

-Generating new knowledge and research

-Identifying and formulating economic problems arising in the development of economic

relations

-Defining trends in the development of economic processes in sports to predict their direction and dynamics

-Issuing practical recommendations to improve the efficiency of economic relations in physical education and sports

Specialists of sports industry apply various methods for studying theoretical and practical aspects of economy. One of them is a comparative-historical method. It compares general and specific features of economic phenomena in their historical development. The next method, analysis, subdivides economic system into its constituent parts to identify its structure and

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features. Synthesis, as a method is used to combine the various elements into a single system. It studies the economy of physical education and sports as a part of a market economy on a whole and as a part of state regulation system of sports relations and activities.

II. Ответьте на вопросы к тексту:

1.What is physical culture in Russia?

2.What does the term “sports” mean?

3.What products do physical education and sports manufacture?

4.How does economy of physical culture and sports study economic relations in sports industry?

5.Name the main tasks of physical culture and sports economy.

6.What methods are used for study this type of economy?

III. Прочитайте предложения и скажите, соответствуют ли они содержанию текста.

1.As an industry physical culture and sports mean non-material production.

2.Microeconomics of sports comprises the total number of athletes, coaches, fitness clubs, and sports facilities.

3.Physical education and sports economy generates new knowledge and research in sports sphere.

4.Specialists of sports industry apply the only one method for studying theoretical and practical aspects of economy.

5.Analysis combines various elements of sports relations and activities into a single system.

IV. Используя материал текста, заполните таблицу “Methods for studying theoretical and practical aspects of economy”.

TEXT 3

COMMERCIAL ACTIVITIES IN SPORTS

I. Прочитайте текст и ответьте на вопрос: What sports involve commercial activities – amateur or professional?

Sport is not just about participation. It is also part of the commercial world, managed and marketed to make money. Nowadays sports industry is inseparably connected with business activities. Globalization and growing internationalization of sports have a significant impact on the process of its commercialization. They greatly determine the existing trends in business regulation of sports relations. Commercial activities in sports involve the following constituent components:

Transmission of the exclusive rights for the name and symbolic of a sporting event enables a company to use them in marketing its products. For the first time the right to use the official emblem, mascot “Waldi”, was sold at the 1972 Munich Olympics. The companies usually pay a percentage royalty of 10-15% for using names, symbolic and emblems on their merchandise. They are mainly festive and commemorative products such as pins, t-shirts and baseball caps.

Advertising. Sports as an attractive communication sphere enable many advertising opportunities. A lot of efficient advertising tools are used at sports venues, on TV screens and other new media platforms. They attract a wide interest not only from fans, spectators and TV

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viewers but also from advertising companies and brands looking to mark their place in the emotional field of sports. The 1896 Summer Olympic Games in Athens were the first to provide revenue through advertising in souvenirs. One of the advertisers was Kodak which continues to support Olympic Movement till now. The first venue advertising signage appeared during the Paris Olympic Games in 1924.

Sale of entrance tickets. American experts consider the early steps of professionalism in sports were taken when the first ticket for sports competition was sold. It started in 1860 with the sale of tickets for baseball matches and provided a real opportunity to pay to baseball players for the game. Nowadays tickets are the lifeblood of all sports teams. Selling tickets gets fans into the games, creating benefit and excitement. This revenue can be used to further the success of the team, both on and away from the playing field. Many teams are turning to professional sales staff, or training their staff in sales to promote the team. Season tickets are always the preferred method of selling tickets. They create revenue and guarantee attendance over a sustained period of time and help to develop a longstanding fan base.

Transfer of athletes means transition of professional sportsmen from one sports club to another. Transfer plays a key role in the system of business relations on which professional sports is based. Improving regulations of transfer processes result in the growth of commercialization of sports industry. The first player to be transferred was Scottish striker Willie Groves. He made the switch from West Bromwich Albion to Aston Villa in 1893 for a fee of over £100.

The broadcasting of sports events is sports coverage by television, radio and other media. Broadcasting of sports started with descriptions of play sent via telegraph in the 1890s in Canada. In 1896, a telegraph line was connected to the Victoria Rink in Montreal to update fans in Winnipeg of the Stanley Cup challenge series between Montreal and Winnipeg ice hockey teams. In 1923 the first radio broadcast of an ice hockey game took place. The first sporting event to be televised was the 1936 Olympic Games in Berlin with 138 viewing hours and 162 000 viewers. During the 1948 London Olympics the BBC paid huge sum of $3 000 for the broadcasting rights.

Thus the principle of the “rights fee” was introduced. The sharp rise in transfer fees started in the 1990s thanked primarily to a great increase in television rights fees and sponsorship. For example, in 2013, new broadcaster BT Sport announced they had agreed to pay £897m over a three year period to gain exclusive broadcast rights to UEFA Champions League and UEFA Europa League.

Lottery and totalizer. Comings from lottery and totalizer have transformed many aspects of sports. They contribute to organizing of sports events, modernizing venues and improving of athletes’ performances. Take as an example the UK National Lottery. For every pound spent on its ticket, 28 pence go towards the UK Good Causes. Lottery founders and distributors have already contributed to more than 250,000 sports projects across the UK and invested more than £240 million of National Lottery revenue to British sports since its start in 1994.

Commercialization of sports is a very controversial and highly debated topic in a society. Over the last decades sports business aspect has rapidly increased in its worth along with the amount of organizations involved. As a result players' salaries have skyrocketed, the number of teams and leagues has increased, and team attendance numbers have gone up. This Goliath just keeps growing. The question is what effect it will have on the experience of watching or appreciating sports and sporting events. With this recent boom in sports industry, everyone seems to want a piece of the pie. The amount of commercials, billboard adds, sponsors, and merchandise being sold is often overwhelming. Does commercialization have to change the experience of sports?

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II. Озаглавьте абзацы текста.

III. Дайте развернутые ответы на следующие вопросы:

1.What elements do commercial activities in sports include?

2.When and where was the transmission of the exclusive rights for the name and symbolic of a sporting event used for the first time?

3.Who was the first to provide revenue through advertising?

4.Why are entrance tickets vital for all sports participants?

5.What country was the first to transfer a sportsman?

6.When and where did the history of sports event broadcasting begin?

7.Why are comings from lottery and totalizer important for sports?

IV. Найдите в тексте эквиваленты следующих словосочетаний.

Передача эксклюзивных прав; оплачивать процентные отчисления; обеспечивать доход от рекламы; продажа входных билетов; спортивные сооружения; перевод (трансфер) спортсмена; радио и телетрансляция спортивного соревнования; доходы от лотереи и тотализатора; реклама на стендах

V. Переведите предложения на русский язык.

1.For the first time the right to use the official emblem, mascot “Waldi”, was sold at the 1972

Munich Olympics.

2.A lot of efficient advertising tools are used at sports venues, on TV screens and other new media platforms.

3.American experts consider the early steps of professionalism in sports were taken when the first ticket for sports competition was sold.

4.The first player to be transferred was Scottish striker Willie Groves.

5.The first sporting event to be televised was the 1936 Olympic Games in Berlin with 138 viewing hours and 162 000 viewers.

VI. Составьте аннотацию к тексту

VII. Используя материал текста и дополнительные источники подготовьте в качестве домашнего задания презентацию “The most interesting advertising of a sports event”.

UNIT 2

MANAGEMENT. TYPES OF MANAGEMENT

TEXT 1

MANAGEMENT OF ORGANIZATION I. Прочитайте и запомните новые слова и их перевод irrespective – независимо, безотносительно

accomplish – достигать, выполнять, завершать align – поддерживать, присоединяться к facilitate – облегчать, содействовать

outcome – итог, результат, последствия

prerequisite – предпосылка, предварительное условие supervision – надзор, контроль

map out –планировать, составлять план encompass – осуществлять

deployment – применение, использование accountable – подотчетный

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shareholder – акционер

conformance – согласование, соответствие

foremen – бригадир, прораб, начальник цеха, мастер assign – назначать, устанавливать

oversee – управлять, контролировать, следить guidance – руководство, управление

in conformance with – в соответствии с

II. Прочитайте и запомните новые словосочетания и их перевод. line of demarcation - демаркационная линия, линия разграничения

CEO (Chief Executive Officer) –гендиректор pattern of relationships – закономерность

high performance – высокая эффективность (качество) remain on track – осуществлять, продолжать

board of directors – совет директоров make decision – принимать решение section leader – начальник отдела

III. Прочитайте следующие словосочетания и переведите их без словаря.

Human resources, organizational function, top management, perform function, quality production, managerial position, natural resources.

IV. Найдите в левой колонке английские эквиваленты русских словосочетаний

V. Изучите раздел грамматики: Non-Finite Verb Forms. The Gerund and the Infinitive. The Complex Object with Infinitive

VI. Найдите в предложениях герундий. Переведите следующие предложения на русский язык

1.Staffing includes hiring for appropriate jobs

2.Making recommendations and solving employees’ problems are first level managers’ functions.

3.Generating plans for actions is a component of planning.

4.The main task of middle level management is executing organizational objectives.

5.Among management functions are planning, organizing and staffing.

VII. Найдите в следующих предложениях инфинитив. Переведите предложения на русский язык

1.The purpose of planning is to achieve particular goals and generate plans for actions.

2.Functions of the first level managers are to develop goals and make decisions.

3.The ability to control and oversee the entire organization is compulsory for top managers.

4.Staffing means to recruit and hire employees for appropriate jobs.

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