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Файл:Английский язык. Ч.3. Учебное пособие для студентов бакалавриата, обучающихся по направлению «Туризм», профиль «Международный туризм»
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8. Answer the questions.
1) In what way is advertising in the tourism industry
different from advertising in other industries?
2) What factors can inuence advertising decisions?
3) What means can help gather customer information
and feedback?
4) What are new forms of advertising?
5) What are the ways of generating online presence?
6) Why are PR activities different from advertising?
7) How can tour operators use PR?
8) What are the most common tools of used in the industry?
9. Mark the statements as T/F/NM.
1) In tourism as in any other industry customers usually
study the product before paying for it.
2) Customers expect good quality of the product for the
money they pay.
3) The aim to boost sales in slow periods or to clear old
stock can determine advertising media.
4) Advertisements should incorporate a discount or incentive for the customer to purchase a product, valid
upon presentation of the advertisement.
5) Tour operators use mobile phones to communicate
their advertising messages to customers.
6) Websites should contain high quality photographs
with detailed descriptions and cost breakdowns to
have better appeal to customers.
7) Online booking and payment are underestimated by
businesses.
8) Public relations differ from other marketing tools in
many aspects.
9) Public relations can help to evaluate the market demand, create additional sales opportunities and improve quality of a product against adverse publicity.
10) It is necessary for the PR managers of hotels to compile a complete fact sheet (or press kit) with detailed
information.
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10. Find notions in the text according to their denitions.
1) the activity or profession of producing advertisements for commercial products or services.
2) the professional maintenance of a favourable
public image by a company or other organization or
a famous person
3) exposure The publicizing of information or an
event, experience of something
4) an effort to inuence consumer perception of a
brand or product relative to the perception of competing brands or products
5) an investigation of the opinions or experience of a
group of people, based on a series of questions.
6) websites and applications that enable users to
create and share content or to participate in social
networking.
7) the process of dividing the cost of something into
the different parts that make up the total amount
8) the messages or signals transmitted through a
communications system
9) customer’s concluded arrangement with a goods’
or services supplier representing a completed sale
online
10) an ofcial statement issued to newspapers giving information on a particular matter.
11. Comment on the statements:
1) Advertising decisions will be inuenced by a number
of factors.
2) The growing power of the Internet, mobile technology
and smart phones has offered new advertising forms
in tourism and hospitality industry.
3) The value of online reservations and payment are
highly underrated.
4) Public relations are becoming one of the most important parts of marketing and sales functions of tourism.
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12. Fill in the table on the basis of the text. Be ready to comment upon it.
Advertising Public Relations
Importance
Function
Methods/ tech-
niques
Benets
13. Work in pairs and discuss the effectiveness of the recent
advertising campaign.
Student A is the PR manager.
Student B is the client sharing his/her feedback.
14. Write a summary of the text “PR and Advertising”.
15. The following are only a few of the many examples of
government-produced tourism destination advertising
that also serve political or social functions. Study the
examples and answer the questions below:
1) What aspects /places/ features are emphasized in both
texts?
2) What does “managing perceptions” involve?
3) Do you like the slogans proposed by the countries’ governments?
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The Bahamas India
The Bahamas are commonly
considered to be a focal point of
leisure and recreational travel
in the Caribbean and the island
nation advertises itself as such.
Television ads and website produced by the government of the
Bahamas specically foster the
image of the islands providing
a care-free, exciting, culturally
rich, and even romantic experience for travelers; a recent
slogan for the marketing campaign was “It’s better in the Bahamas” to reinforce the contrast
between the desired perception
as a low-stress getaway and the
hectic nature of whatever living
environment tourists would be
leaving behind. The Bahamas
have, however, actually traditionally seen high violent crime
rates, so the tourism marketing attempts to focus the audience’s attention on the azure
water and beaches and draw
it away from any negative elements of life there. Managing
perceptions is a common part of
advertising of many consumer
products and services, focusing
the audience’s mind solely on
the desirable aspects of whatever is being sold and away
from any possible drawbacks or
consequences.
The common impression of
India in the West has long
been either negative—including perceptions of widespread poverty, lack of sophisticated hygiene, and
violent ethnic and religious
clashes—or ambivalent, so
the Indian government’s
Ministry of Tourism began
a marketing campaign, “Incredible !ndia,” to emphasize
the country’s rich culture,
historic sites, tourist attractions, and general sense of
excitement and dynamism to
western audiences. Tourism
is an extremely lucrative and
growing global industry so it
is no surprise that India, a
developing nation, is striving
to capitalize on that market
to boost its economy. In addition, India is also looking to
strengthen its international
security and diplomatic ties
while broadening and deepening its trade relationships,
especially with the U.S., so it
is in India’s interest to promote a positive light for itself
among the American and
western voting populations
in order to garner future international support and aid.
16. Write a similar piece of text promoting a country as a
tourist destination.
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UNIT 3
Accounting and payment methods
for tourist products and services
3.1. Basics of accounting
Lead-in
1. Discuss the following questions.
1) What do you know about accounting?
2) Would you commit your career to accounting?
3) What qualities are required for accounting career?
4) How accounting has changed over the past decade?
2. Work in pairs and brainstorm the words related to accounting. Compare your wordlist with the other students’ wordlists. Check how many of the words are used
in the text below.
3. Comment on the facetious statement:
An accountant is someone who solves a problem you never knew you had, in a way you don’t understand and for a fee
you can’t afford.
Vocabulary
1) accounting – бухгалтерское дело
2) nancial performance – финансовые показатели
3) nancial report, nancial statement – финансовый
отчет
4) annual report – годовой отчет
5) scal year – финансовый год
6) prot and loss account – отчёт о прибылях и убытках
7) balance sheet – баланс
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8) cash ow statement – отчет о движении денежных
средств
9) prot – прибыль
10) revenue – доход; выручка
11) expenses – расходы
12) assets – активы (баланса)
13) liabilities – пассивы (баланса); обязательства
14) current assets – оборотные активы
15) inventories – наличные товары; материальные запасы
16) stock – запасы
17) accounts payable – кредиторская задолженность,
счета к оплате
18) accounts receivable – дебиторская задолженность,
счета к получению
19) xed assets – основной фонд
20) tangible assets – материальные средства
21) intangible assets – нематериальные активы
22) current liabilities – текущие активы
23) long-term liabilities – долгосрочные активы
24) owner›s equity – собственный акционерный
капитал
25) accounting equation – балансовое уравнение
26) net cash ow – чистый денежный поток
27) net cash position – чистая [нетто-] позиция
28) provisions – резервируемые суммы; запасы
4. Study the Vocabulary list above and match the words to
make collocations. Some words can make more than one
collocation.
a)
nancial liabilities
nancial report
current equation
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xed assets
tangible performance
intangible statement
current
accounting
long-term
annual
b)
prot and loss statement
owner’s ow
balance payable
cash ow sheet
accounts equity
net cash account
position
receivable
5. Translate the sentences, using collocations from Task 4.
1) Финансовый отчет это документ, в котором представлена бухгалтерская информация о деятельности организации.
2) К финансовым отчетам относятся: баланс, отчет о
прибылях и убытках, отчет о движении денежных
средств.
3) Бухгалтерское уравнение представляет собой уравнение, левая часть которого – активы, а правая
часть – обязательства плюс собственный капитал.
4) Годовой отчет составляется компанией в конце календарного или финансового года для акционеров,
государственных органов, кредиторов и других заинтересованных лиц.
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6. Read the text and be ready to name the nancial
statements.
Text A
Accounting is an indispensable part of the tourist industry like of any other business. In order to operate successfully
it is crucial for the business to assess how it is being run and
how its money is being used, i.e., to evaluate its nancial performance.
Business essentially involves the buying and selling of
goods and services. In the tourist industry a wide variety of
products and services may be sold to customers depending
upon the specic area. Accountants specializing in nancial
accounting record, summarize, and report nancial transactions. Each year they produce an annual report with three
key sets of gures: prot and loss account, balance sheet and
cash ow statement, which give the basic information about
nancial results of the business.
Prot and loss account. The prot and loss (P&L) account (also called the income statement in the USA) records
the money the company makes (or loses) during a particular reporting period. In summary it can be presented in the formula:
Prot = Revenue − Expenses
Revenue is the money the company receives from the sale
of products or services, expenses are the cost of the items required to operate the business. Thus prot is the amount that
remains after all expenses have been paid.
Balance sheet. A company’s balance sheet gives a ‘snapshot picture’ of its assets and liabilities at the end of a particular period, usually the 12-month period of its nancial year.
Assets are something that has value or the power to earn
money for a business. Assets include:
Current assets: cash at the bank, inventories (i.e. unsold
stock), accounts receivable (money owed to the company by
customers).
Long-term assets include:
Fixed or tangible assets – equipment, machinery, build-
ings, land.
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Intangible assets – for example, goodwill, i.e. the value
that the company thinks it has as a functioning organization with its existing customers, and in some cases brands,
because established brands have the power tо earn it money,
and would have a value for any potential buyer of the company.
Financial assets – e.g. investments in other companies.
A company’s liabilities are its debts to suppliers, lenders, bondholders, the tax authorities, etc. They include: cur-
rent liabilities – debts (accounts payable) that have to be paid
within a year, and long-term liabilities – debts that have to be
paid further into the future, for example long-term bank loans
and bonds.
Owner’s equity. When you deduct a company’s liabilities
(everything it owes) from its assets (everything it owns), you
are left with owner’s equity. In theory, this is what would be
left for owners if the business stopped operating, paid all its
debts, obtained everything that was owed to it and sold all its
buildings and equipment.
Thus the relationship between the assets, liabilities, and
owner’s equity of a business can be represented in the basic
accounting equation, also called the balance sheet equation:
Assets = Liabilities + Owner’s equity.
Cash ow statement. The cash ow statement shows
money actually coming into and going out of a company in a
particular period: cash inows and outows.
Types of cash ow. Net cash ow from operations is the
money generated by the sales of the company’s goods or services, minus the money spent on supplies, staff salaries, etc.
in the period.
Net cash ow from investment activities includes money
spent on physical property (e.g. plant and equipment), money
received (or lost) by investing in stocks and bonds, and money
made (or lost) from buying or selling subsidiaries.
Net cash ow from nancing activities includes money
made by issuing new shares, money spent by buying back
shares from the market, dividend payments made to shareholders, money received by borrowing from the bank and
money used to repay previous loans.
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Adding and subtracting the gures above, the company
calculates its net cash position at the end of the year. Investors check the cash ow statement to see how the company is
obtaining and using its cash – how much it made from its operations, how much it has raised through new share issues, etc.
From: http://catalogimages.wiley.com/images/db/pdf/9780471723370.
excerpt.pdf
7. Finish the sentences according to the text.
1) An annual report contains three sets of gures:
……………………………………………………………… .
2) The prot and loss (P&L) account records the money
that the company …………………………………………
…………………………………………. .
3) A company’s balance sheet gives a ‘snapshot picture’
of its ……………………………………………………… .
4) The cash ow statement shows money that
……………………………………………………………. .
5) The basic accounting equation is
……………………………………………………………… .
8. Mark the following statements as True or False according to the text. Correct the false ones.
1) Accounts payable are shown as a liability on a company’s balance sheet.
2) Accounts receivable are the amounts of money that
are owned by a business.
3) Buildings, machinery, vehicles, shares in other companies are called xed assets.
4) Goods, machines, buildings and cash are a company’s
intangible assets.
5) Assets that a company holds for a short period of time,
including cash or something that can easily provide
cash, such as products to be sold, are current assets.
6) Short-term liability is a debt that must be paid within
a year.
9. Give the terms tor the following denitions.
1) the money that you make in business or by selling goods
or services, especially after paying the costs involved;
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