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Файл:Тhe base of english skills development. Учебное пособие
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please.
W. Well, Mr. Popov, Ms.
Brown is waiting for you.
This way, please.
пожалуйста.
Ж. Господин Попов,
госпожа Браун вас ждет.
Проходите, пожалуйста
Translate into English:
1. С прибытием, господин Джонсон! Позвольте
представиться. Я – Анна, сотрудник компании.
2. Я лично об этом позабочусь.
3. А ваш коллега господин Смит?
4. Очень рада с вами познакомиться.
5. Могу вам предложить кофе, чай?
6. Да, всё замечательно, спасибо.
7. Вы уже бывали в Москве? - Нет, я здесь впервые.
8. У меня назначена встреча с госпожой Браун на 10 часов.
9. Не могли бы вы подождать несколько минут?
10. Тем временем, вы не хотели бы выпить кофе?
11. Госпожа Браун вас ждет. Проходите, пожалуйста.
12. Я отметил для вас наиболее интересные места, которые
стоит посмотреть.
Quiz Answer the questions and check your score.
How imaginative are you?
1. If you were expecting a friend to come round to your place
and he/she was late, would you:
a. assume something ordinary had happened to delay
him/her, and not worry?
b. feel slightly worried?
c. think he/she must have been in an accident?
2. When other people tell you about their troubles, do you:
a. feel very upset? b. feel bored? c. feel some sympathy?
3. When you look at clouds, do you:
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a. see pictures in them? b. feel thoughtful? c. think about the
weather?
4. When you first meet somebody who attracts you, do you:
a. think sensibly about your chances?
b. think he/she is the most wonderful person in the world,
and imagine yourselves living together?
c. tell yourself not to lose your head?
5. While staying in an old house, you are woken up by strange
noises. Do you think of:
a. water pipes? b. burglars (взломщик)? c. ghosts?
6. Do you get an idea that you think would make a good book,
film, or song?
a. never b. often c. sometimes
7. Do you daydream:
a. often when you should be thinking about other things?
b. sometimes? c. hardly ever?
8. Can you imagine yourself doing something that would cause
you to go to prison?
a. not at all b. with difficulty c. easily
9. When you talk about something that has happened to you, do
you:
a. give all the details?
b. change things to make it more interesting?
c. just give the main points?
10. Which of these kinds of book or magazine, article do
you like most?
a. biography/history b. fiction (novels, stories, etc.)
c. practical (information about how to do things)
Your score:
1. a-1 b-2 c-3 4. a-2 b-3 c-1 7. a-3 b-2 c-1 10. a-2 b-3 c-1
2. a-3 b-1 c-2 5. a-1 b-2 c-3 8. a-1 b-2 c-3
3. a-3 b-2 c-1 6. a-1 b-3 c-2 9. a-2 b-3 c-1
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Total 10 - 16: You are a practical, down-to-earth person. You
don't usually let your imagination run away with you, and you
are not afraid of very much. But you may sometimes have
trouble understanding other people's feelings.
Total 17 - 23: You have an average amount of imagination,
and you are quite good at understanding how other people feel.
Sometimes you live too much inside your own head, but your
common sense usually keeps you in touch with reality.
Total 24 - 30: Your imagination is your greatest strength and
your greatest weakness. On the other hand, you live a rich
interior life, and you experience the pleasures and excitement
of the true creative artist. However, you often suffer from
irrational fears and superstitious beliefs. And you must be
careful not to spend so much time watching the 'cinema' inside
your own head that you completely lose touch with the real
world.
UNIT 5
1. Text 5 A. Defining Marketing
2. Text 5 B Channels of Marketing
3. Text 5 C . What's So Funny? The Psychology Behind Jokes
and Laughter
4. Grammar Review: Времена группы Perfect Active, Passive
(§ 15). Модальные глаголы (The Modal Verbs) (§ 16.)
5. Dialogues. Business Meetings
6. Quiz . Do you see yourself as others see you?
PRE-TEXT EXERCISES
1. Pronounce the following words paying attention to the
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letter combination:
qu: quanta, quantum, equilibrium, quantized, quark, equations,
require, question, qualification, quantity, quality
igh: light, high, sight, weight, right, bright
2. Make sure if you can read the words correctly:
Explosion, requiring, advertising, exchanging,
determining, knowledge, be viewed
3. Memorize the following words and word-combinations:
Managerial - управленческий; assess – оценивать;
promotional activities - действия по продвижению товара;
price discounting - ценовые скидки; placement –
размещение; couponing – использование купонов;
enhancement – увеличение, улучшение; on survey data -
данные осмотра, оценки; audits – проверки; advent-
появление; coincident – совпадение; sophisticateизощренный; prevalent — преобладающий,
превалирующий; competitors – конкуренты; extent — зд.
масштаб; source — источник; market share — доля рынка;
temporary price reduction — временное снижение цен; longterm price elasticities - долгосрочная эластичность цен;
success – успех; failure – провал; mature product-
устаревшая продукция; to cancel – отменять; comparison —
сравнение
Text 5 A. Read and translate
DEFINING MARKETING
A prominent economist Philip Kotler defines marketing
as «a social and managerial process by which individuals and
groups obtain what they need and want through creating and
exchanging products and values with others. Marketing
research is used to assess the market's response to the firm's
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marketing inputs which include promotional activities such as
price discounting, placement of in-store displays, multimedia
advertising, and couponing; expanding distribution; and
product development and enhancement. The goal of marketing
research is to assist the firm in determining the most effective,
i.e. most profitable, mix of marketing inputs given knowledge
of the marketplace.
As a formal scientific discipline marketing research began
in the early twentieth century with most analyses being based
on survey data. In the 1930s, the A. C. Nielsen Company
began collecting in-store data using manual audits. Today, with
the advent of scanning technology, the amount of timely data
available from stores and household panels has grown
exponentially. Coincident with this data explosion, the data
delivery systems and the techniques used to analyze the data
have become increasingly sophisticated. Marketing research is
an integral part of organizations in both the consumer durable
and nondurable goods sectors, and in recent years the use of
marketing principles has become increasing prevalent among
nonprofit and government sectors.
Marketing research is interdisciplinary requiring the
knowledge of economists, operations researchers,
psychologists, and statisticians. For the economist, the
economic theory of consumer behavior and the theory of the
firm provide basic building blocks. Marketing research can be
viewed as an operational or tactical activity and as a strategic
activity. Although both activities require knowledge of the
workings of the marketplace at both the macroeconomic and
microeconomic levels, tactical -analyses focus on monitoring a
product's performance and testing the effectiveness of
marketing programs relative to competitors. Strategic research
involves selecting and optimizing marketing opportunities.
In order to understand the marketplace, the researcher must
define the market in terms of both the geographic unit and the
85
product class and collect data. Data on consumer purchases
permit an analyst to determine what was sold and how
particular brands performed relative to each other. In addition
to sales and price information, causal data assist the analyst in
understanding the геаson that sales took place. Examples of
causal data in newspaper advertising, which indicates the
extent of retailer advertising support, display activity, and
coupon ads. Another important source of information for
understanding the source of sales is television advertising.
Measuring the effects of television advertising is relatively
difficult owing to the dynamic effects such advertising has on
consumer behavior, however.
Once the data are collected, the analyst may choose to
evaluate the information by simply looking at the raw series
together over time or compute straightforward measures such
as market share in order to arrive at a qualitative assessment of
market activity. Statistical models might be estimated in order
to address issues such as temporary price reduction,
effectiveness, the extent of cannibalization due to promotional
activity, i.e. the extent to which sales of one specific product
decline as a result of promoting another similar product
produced by the same manufacturer, the competitive effects of
promotions, differences between markets, competitive pricing
points, and long-term price elasticities.
Forecasting is an activity likely to be undertaken by a
business economist working in a marketing research
department. Conventionally, business economists have been
responsible for producing forecasts for the macroeconomic
environment or for activity within industry groups. More
recently, forecasting movements in mature product categories,
in segments within categories, and in brands has increased in
importance.
Forecasting the success or failure of new product
introductions is also important. New product introductions
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require a considerable amount of a firms resources, and failure
to read the marketplace correctly and early in the development
process can lead to costly errors. The development of a new
brand begins with the identification of new market
opportunities. Consumer survey research directed at identifying
the market response to the brand concept and elements of the
marketing mix, e.g., pricing, is typically conducted. On the
basis of the survey a firm may decide to continue with the
development plans for the brand, revise current plans in
response to the survey results and retest, or cancel development
plans completely. Comparisons may also be made between
attitudes toward the new concepts and existing products.
EXERSISES
4. Fill in the blanks with the following words:
Integral, collect data, attitudes, forecasts, consumer
behavior, failure, opportunities, exponentially, television
1. Business economists have been responsible for
producing … for the macroeconomic environment or for
activity within industry groups. 2. Forecasting the success or
… of new product introductions is also important. 3. Marketing
research is an … part of organizations in both the consumer
durable and nondurable goods sectors. 4. The economic theory
of ….. and the theory of the firm provide basic building blocks.
5. The researcher must define the market in terms of both the
geographic unit and the product class and… . 6. Today, with
the advent of scanning technology, the amount of timely data
available from stores and household panels has grown… . 7.
Another important source of information for understanding the
source of sales is … advertising. 8. Comparisons may also be
made between … toward the new concepts and existing
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products. 9. The development of a new brand begins with the
identification of new market… .
5. Translate the following definitions and memorize the
terms:
1. Marketing research is "the function that links the
consumers, customers, and public to the marketer through
information.
2. A marketing channel is a set of practices or activities
necessary to transfer the ownership of goods, and to move
goods, from the point of production to the point of
consumption and, as such, which consists of all the institutions
and all the marketing activities in the marketing process. A
marketing channel is a useful tool for management.
3. Operations research, or operational research in British
usage, is a discipline that deals with the application of
advanced analytical methods to help make better decisions.
6. Answer the following questions:
1. How does Philip Kotler define marketing?
2. What is marketing research used for?
3. What is the goal of marketing research?
4. When did marketing research begin as a «formal scientific
discipline?
5. What knowledge does marketing research require?
6. What are basic steps of marketing research?
7. According to the text, how can marketing research be
viewed?
8. What are the sources of information of marketing
researcher?
7. Find the English equivalents to Russian words and
word combinations
88
Для того, чтобы; опрос потребителей;
неотъемлемая часть; помогать (содействовать);
своевременная информация; товары кратковременного
пользования; как результат продвижения другого товара;
пересмотреть планы.
8. Translate 5 paragraph into Russian in written form.
9. Memorize the following words and word-combinations:
Diverse - разнообразный; to be aware of -остерегаться
чего-либо; establishment - установление, учреждение; to
join (при)соединять(ся); health care delivery оказание
медицинских услуг; physician - терапевт; drugstores -
аптеки; insurance companies - страховые компании; to
ensure - обеспечивать; can be viewed as - могут быть
рассмотрены, как...; interdependent - взаимозависимый;
orchestrated network - слаженная сеть; legislators законодатели; to develop - развивать; to digest –
переваривать
Text 5 B Skim the text to understand what it is about.
CHANNELS OF MARKETING
Individual consumers and corporate/organizational buyers
are aware that thousands of goods and services are available
through a very large number of diverse channel outlets. What
they may not be well aware of is the fact that the channel
structure, or the set of institutions, agencies, and establishments
through which the product must move to get to them, can be
amazingly complex.
Usually, combinations of institutions specializing in
manufacturing, wholesaling, retailing, and many other areas
join forces in marketing channel arrangements to make
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possible the delivery of goods to industrial users or customers
and to final consumers. The same is true for the marketing of
services. For example, in the case of health care delivery,
hospitals, ambulance services, physicians, laboratories,
insurance companies, and drugstores combine efforts in an
organized channel arrangement to ensure the delivery of a
critical service. All these institutions depend on each other to
cater effectively to consumer demands.
Therefore, marketing channels can be viewed as sets of
interdependent organizations involved in the process of making
a product or service available for use or consumption. From the
outset, it should be recognized that not only do marketing
channels satisfy demand by supplying goods and services at the
right place, quantity, quality, and price, but they also stimulate
demand through the promotional activities of the units (e.g.,
retailers, manufacturers' representatives, sales offices, and
wholesalers) comprising them. Therefore, the channel should
be viewed as an orchestrated network that creates value for the
user or consumer through the generation of form, possession,
time, and place utilities.
A major focus of marketing channel management is on
delivery. It is only through distribution that public and private
goods can be made available for consumption. Producers of
such goods (including manufacturers of industrial and
consumer goods, legislators framing laws, educational
administrators conceiving new means for achieving quality
education, and insurance companies developing unique health
insurance coverage) are individually capable of generating only
form or structural utility for their «products». They can
organize their production capabilities in such a way that the
products they have developed can, in fact, be seen, analyzed,
debated, and. by a select few perhaps, digested. But the actual
large-scale delivery of the products to the consuming public
demands different types of efforts which create time, place, and
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