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Файл:Практика делового общения на английском языке. Учебное пособие
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to aim
to be aimed at smth.
to be aimed at doing smth.
e.g. These actions are aimed at establishing long-term cooperation.
Their efforts are aimed at increasing the volume of sales.
to put forward
a proposal
to put forward an idea
ownerships
subsidiary
to award
to be awarded a contract
to honour
to share
personnel
to review syn.: to consider
investigation
goal
to realize a goal
to freeze (froze, frozen)
fruits
to store
to store goods
e.g. The machines are stored in this warehouse
to do one's utmost
e.g. We expect you to do your utmost to distribute our products
successfully.
to face
to face smth./to be faced with smth./to face/to be faced with
tentative
I talks tentative suggestions proposals
percentage
The percentage of our sales has remained stable
to proceed
e.g. The story proceeds as follows.
a letter of intent
equity, equities
to launch a fund
subscription
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stock exchange
futures
to tumble
tension
to slump syn.: to decline
austerity
to spark
steep
Unit X.
CAPITAL AND FINANCIAL MARKETS
Part A.
Marketing Management
Management, by definition, is a function of planning, organizing,
coordinating, directing and controlling. Any managerial system, at any
managerial level, is characterized in terms of1 these general functions.
Management is revealed in a variety of specific activities.
Marketing management refers to a broad concept covering organization
of production and sales of products, which is based on consumer
requirements research. All companies must look beyond their present
situation and develop a long-term strategy to meet changing conditions
in their industry. Marketing management, therefore, consists of
evaluating market opportunities, selecting markets, developing market
strategies, planning marketing tactics and controlling marketing results.
Strategic planning includes defining the company's long-term as
well as specific objectives, such as sales volume, market share,
profitability and innovation, and deciding on financial, material and
other resources necessary to achieve those objectives.
In problems of market selection and product planning one of the
key concepts is that of the Product life Cycle. That products pass
trough various stages between life and death (introduction — growth
— maturity — decline) is hard to deny. Equally accepted is the
understanding that a company should have a mix of products with
representation in each of these stages. Companies can make far more
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effective marketing decisions if they take time to find out where each of
their products stands in its life cycle.
However, the concept of the product life cycle seems frequently
forgotten in marketing planning, which leads to wrong decisionmaking. This may well be seen in the following story. A supplier of
some light industrial equipment felt that the decline in the sales of his
major product was due to the fact that it was not receiving the sales
support it deserved. In order to give extra sales support to this problem
case a special advertising campaign was run. This required cutting into
marketing budgets of several promising products that were still in their
«young» growth phase. In fact, the major product has long since
passed the zenith of its potential sales, and no amount of additional
sales support could have extended its growth. This became quite clear
in the end-of-year sales results which showed no improvement. The
promising products, however, went into gradual sales decline.
In short, management has failed to consider each product's
position in its life cycle.
The following extract members of the Board of a company are
discussing the company strategy.
Fox: Since our main objective is to gain market share, I believe
we must first of all reduce our prices.
Brown: But if we reduce prices, that will cut our profits.
Fox: That's right, but we can slowly increase production, which
will eventually enable us to cut unit costs.
Smith: That's really a long-term prospect. Unit costs can only
come down if we invest in new plant and machinery 2. I personally
think we should go for higher profitability. If we upgrade the product,
we can charge higher prices and get larger profits.
Fox: Look, the market is already very competitive. If we increase
prices, whatever the quality, the market will immediately respond and
sales will drop rapidly. But if we reduce costs m manufacturing, that
will put us in a strong position to adapt to the market.
Part A
Ex. 1. Read and translate the text
Ex. 2. Say what information the text gives about
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1. management as a science; 2. marketing management as a specific
activity; 3. the concept of the Product Life Cycle; 4. wrong decisionmaking resulting from failure to consider the correct life cycle of the
product.
Ex. 3. Think and answer.
1.. What is the difference between sales management and marketing
management?
Why is the Product Life Cycle considered one of the key concepts in
marketing?
Ex. 4. Read the dialogue.
Ex. 5. Say what you have learned about
1. the main objective of the company; 2. different ways suggested to
achieve that objective; 3. the advantages and disadvantages of price
reduction; 4. the reasons for and against price increases.
Ex. 6. Reproduce the dialogue.
Ex. 7. Act out a similar dialogue. Suppose you suggest keeping the
prices at the present level and at the same time starting work on a new
product of higher quality.
Ex. 8 Translate into English.
1. Управленческая деятельность требует больших знаний. 2. Пресса
уделила много внимания экономической деятельности этой
организации. 3. Эта школа известна своей спортивной работой.
Ex. 9. Translate into English.
1. Работа менеджера на любом уровне включает в себя принятие
ответственных решений. 2. Необходимо составить смету
предстоящих расходов. 3. Фирма предлагает большое
разнообразие товаров. 4. Каждый товар имеет свой собственный
жизненный цикл, который состоит из нескольких этапов. 5.
Проект не был принят из-за высокой сметной стоимости. 6.
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Управленческая деятельность подразделяется на стратегический,
тактический и оперативный уровни. 7. Одной из задач является
определение рынка или его сегмента для внедрения товара. 8. На
выставке вы сможете познакомиться со всеми новшествами,
появившимися за последнее время. 9. Ему удалось добиться
успеха благодаря большой работе. 10. Какие бы ни были
трудности, мы должны обеспечить продвижение товара на рынок.
Ex.10. a) Complete and translate.
long adj + term n — long-term adj
1. short + term —> ...
2. large + scale —>...
3. long + distance —> ...
4. high + quality —> ...
5. light + weight —> ...
6. low + grade —> ...
b) Complete the sentences.
1. The agreement is valid for a short term. This ... agreement was
signed only recently.
2. They produce equipment of high quality. This ... equipment is in
great demand on the market.
3. The distance from here to that town is very long. You can get there
only by a... train.
4. The plant produces these goods on a large scale. The ... production
enabled the plant to cut unit costs.
Ex.11. a) Supply the articles where necessary.
1. There is ... sharp decline in the production of oil in this region.
2. ... decline in the output is due to the shortage of raw materials.
3. The agent reported of... decline in sales.
4. We cannot accept the project for... variety of reasons.
5. The company has... wide variety of goods.
6. ... variety of models is really amazing.
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* * *
.... important changes in ... demand for ... particular products and ...
services are continuously occurring.... management should respond to
... such changes. To be successful it is necessary to understand and
learn how to use ... effective marketing tools. ... advertising, ... trade
shows, ... service activity, ... pricing, ... packaging, etc. in combination
produce ... sales, and are usually referred to as ... kind of ... «marketing
mix»1 ... objective of ... business is to find ... marketing mix which at ...
given point of ... time will prove to be profitable.
Ex. 12. Answer the questions
1. What is the marketing mix?
2. In what way should management respond to changes in market
demand?
Ex.13. a) Supply the correct forms of the verbs.
1.. The marketing management (to decide) that the funds (to spend)
better on a new product.
2.. Products (to plan) to serve markets.
3.. Marketing strategies (should, to develop) for markets.
4.. The product (to be) a package of benefits the customer (to receive)
when he (to buy).
5.. Many decisions managers (to make) (to connect) with risk and (to
require) that they (to consider) possible future events.
* * *
How the cultural environment (to influence) the marketing strategies?
The activities of the Wimpy company, one of the success stories in the
United States, (to meet) with different response in Europe. Wimpy (to
be) highly profitable in the United Kingdom, but (to fail) in France.
McDonald's (to achieve) only moderate I success in the French
market. On the other hand, Kentucky Fried Chicken (to flourish) in
France, Germany and the UK.
What (to explain) these differences? Geographic, demographic ana
economic factors (to be) partly responsible, but they (to be) by no
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means the total explanation. The different business success of these
companies in Europe (to depend) on the special characteristics of the
respective consumer markets — ways of living, habits and values, in
other words, cultural factors.
b) Say how the American companies were met in the French and
British markets.
Ex. 14. Supply the prepositions where necessary.
1.. Marketing has been defined ... different ways ... different writers.
2.. Marketing is generally defined as a process ... which people obtain
what they need ... exchanging products ... others.
3.. The decision aimed... winning a market share must be based...
evaluation ... market opportunities and other relevant information.
4.. As sales go ... decline, the product is subject ... continuous price
pressure.
5.. Management was faced ... a problem ... making innovations ... the
technological process.
6.. The company's increase ... profits was due ... large-scale sales
support developed... management.
7.. A thorough knowledge ... computer technology and the introduction
... the computer .... the regular activities ... a company are a must...
marketing managers.
Ex. 15. a) Choose and use.
to achieve, to reach
1. They soon ... a compromise.
2. They... recognition for their services to the country.
3. He will never ... anything.
4. We easily... an agreement on most of the problems.
b) Translate into English.
1.. Многие годы упорной работы помогли ему достичь цели.
2.. Мы пришли к заключению, что предлагаемая модель не
отвечает нашим требованиям.
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3.. Он достиг всего, что мы от него ожидали.
4.. В процессе обсуждения стороны пришли к взаимопониманию.
Ex.16. a) Choose and use.
between, among
1. There is a difference ... these two words.
2. At the reception he found himself ... the people he didn't know.
3. This machine-tool is the cheapest... similar models.
4. We must choose ... these alternative proposals.
b) Translate into English.
1. Среди них не было никого, кто бы мог ответить на этот вопрос.
2. Между нашими фирмами имеется соглашение.
3. Между этими городами нет железнодорожной линии.
4. Товары будут распределены между заказчиками в соот-
ветствии с их заказами..
Ex.17. a) Read the newspaper clipping.
Japan's Car Industry Changes the Rules
One of the ways to stay on top in business is to change the rules
while you are ahead. Now that Western industry has finally understood
the importance of Japanese-style production, Japan's carmakers are
preparing to do just that. The new battle will be concentrated around
product development and production.
Though Western carmakers have shortened their product
development time from seven to five years in the past decade, the
average time in Japan has been cut to four years — and Honda is at
three. The process also takes half the man-hours required in the West.
Japan's second trump card is effective, flexible manufacturing
which enables Japanese models to be easily replaced routinely every
four years, while output in production runs as low as 500,000. In most
of the Western car industry higher unit costs dictate product lives of 10
years and volumes of about 2 million.
By combining these two advantages the Japanese seem to make
speed of product innovation their competitive tool in the world car
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market. They aim to shower the market with different models, which
they will also use to test out new design features and technology. This
approach should enable Japanese manufactures to respond more
effectively to consumer fashions and indeed to create those fashions.
The changing character of competition may seriously affect
Western carmakers who serve traditional market segments.
b) Say what information the newspaper gives about
1. the time required for the development of a new car model in Japan
and in the West; 2. the life of a new model and the volume of output in
Japan and in the West; 3. the new policy of Japanese carmakers.
c) Summarize the clipping.
d)Think and answer.
1.. How do the Japanese carmakers manage to compete with other
carmakers in the European and American markets?
2.. What can explain higher unit costs in most of the Western car
industry as compared with those in Japanese manufacturing?
3.. In what way do consumer fashions influence the development of new
car models?
Ex.18. a) Read the text
What is a Manager?
A number of different terms are used for «manager», including
«director», «administrator» and «president». The term «manager» is used
more frequently in profit-making organizations, the others are used
more widely in government and non-profit organizations such as
universities, hospitals and social work agencies.
What, then, is a manager?
When used collectively the term «management» refers to those
people who are responsible for making and carrying out decisions
within the system.
An individual manager is a person who directly supervises people
in an organization.
Some basic characteristics seem to apply to managers in all types
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of organizations; they include hard work on a variety of activities,
preference for active tasks, direct personal relationships.
Almost everything a manager does involve decisions. The reason
for making a decision is that a problem exists. In decision making there
is always some uncertainty and risk.
Managing is a hard job. There is a lot to be done and relatively little
time to do it. The engineer can finish a design on a particular day, and
the lawyer can win or lose a case at a certain time. But the manager's
job is like «Old Man River» — it just keeps going
b) Say what you have learned from the text above
1. different words which mean «manager»; 2. the meanings of the
words «management» and «manager»; 3. characteristic features
common to all managers; 4. the job of a manager.
d)Think and answer.
1. What individual managers make up management in an organization?
2. What concrete activities is a production manager (financial
manager, personnel manager, marketing manager) responsible for?
3. What type of information does a manager need to make decisions?
4. What magazines (reference books, etc.) does a manager have to see
on a regular basis?
Ex.19. a) Read the text
Jaws
«Jaws», one of the most successful films ever produced, features a
great white shark — one of nature's most effective killing machines.
«Jaws» is also an efficient entertainment machine and a great financial
success. In the film a shark terrorizes small town by attacking
swimmers. Three men, including a police chief and a professional shark
killer, try to kill the shark.
Steven Spielberg was twenty-six when he was selected to direct
the film. For 4 years he had managed television productions and
progressed to directing films. His chiller was a great success and got
him the job of directing «Jaws».
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