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Файл:The world of business. Tutorial
.pdf
31
2. Many workers still gladly accept the opportunity to work ..... if the
foreman asks them.
3. The union members ..... the company’s offer and decided to take
strike action.
4. In business, the organization structure shows who ..... whom.
5. They sometimes call ..... as the President of the company.
6. The trade union and the employers arrived at a solution which was
to the ..... satisfaction of both parties.
7. In many countries, it is illegal for the proprietor of a company
..... a worker without notice.
8. In most West European countries legal protection is provided for
workers. This means that employees cannot be ..... to take early retirement.
9. Everyone hopes that they will not remain ..... for long once they
have lost their job.
10. An organization and its ..... constitute the main objects of
management.
Exercise 7. Translate the following sentences into english.
1. Мои подчиненные довольны своим положением и
добросовестно работают на благо компании.
2. В нашей компании рациональная и справедливая система
продвижения по служебной лестнице.
3. По мере роста фирмы владельцы начинают создавать новые
управленческие подразделения в центральном офисе: управление по
опту, по рознице и по возникающим на постоянно меняющемся рынке
проблемам.
4. Построение организационной структуры предприятия это
комплексная задача, которая достаточно часто возникает как перед
профессионалами в области HR, так и перед высшим руководством
компаний.
5. Очень часто неопытные начальники терпят провал из-за не
умения правильно общаться с подчиненными.
6. Производственный участок – это производственное
подразделение, осуществляющее часть производственного процесса
по изготовлению продукции.
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7. В любой компании, деятельность которой связана с
получением прибыли, финансовый менеджер является одним из
важнейших сотрудников: он отвечает за планирование денежных
потоков, он принимает решения о размещении денежных средств и
планировании бюджета.
8. Менеджер по персоналу отвечает за подбор персонала, ведение
кадровой документации, обучение персонала, мотивацию сотрудников
и тд. Обязанности HR менеджера зависят от размера компании и от
политики руководства.
Exercise 8. Translate into English.
Организационная структура
Под организационной структурой управления предприятием
понимается состав (перечень) отделов, служб и подразделений в
аппарате управления, их системная организация, характер
соподчиненности и подотчетности друг другу и высшему органу
управления фирмы.
Говоря об организационной структуре, важно упомянуть о
трудовых ресурсах, которые осуществляют данную структуру. Под
трудовыми ресурсами понимается персонал или кадры.
К промышленно-производственному персоналу относятся
работники, занимающиеся непосредственно производством
продукции, выполнением работ и оказанием услуг.
Непромышленный персонал – работники, обслуживающие
непромышленные организации. К ним относятся работники детских и
медицинских учреждений и т.д.
К рабочим относят работников, занятых созданием
материальных ценностей и оказанием производственных и
транспортных услуг.
Основные рабочие заняты изготовлением продукции и
оказанием услуг.
Административные работники осуществляют функции счетнобухгалтерские, статистические, делопроизводственные, снабженческосбытовые и административно-хозяйственные.
Инженерно-технические работники выполняют функции
технического, организационного и экономического руководства и
управления.
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Speaking
Exercise 1. Read the text, discuss it with your partner and give your
recommendation.
Two partners have their own business. They run a firm which
specializes in selling computer software. In the beginning, the firm operated
in the wholesale market only, but later they started retail trade and set a
network of their affiliates. As the firm grew, the owners set up more and
more new managerial subdivisions in their headquarters. They are:
Wholesaling Management Department, Retail Department, Affiliates
Department, and even Problem Solving Department. Such complicated
organization required a better system of accounting and reporting. The top
managers found it hard to manage all the departments and remember which
department reports to which one as it all kept changing. It goes without
saying that managers owning such strong structural instinct do only harm to
the firm.
What can you advice to the managers of the firm to make their
work easier, faster and more efficient?
Exercise 2. Talk about functions of the following departments:
1. IT,
2. Purchasing,
3. Personnel,
4. R&D,
5. Marketing,
6. Finance,
7. Planning,
8. Production.
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Exercise 3. Look at the diagram of an organization structure and describe
it. Tell about relations between departments. You can use following
expression while describing: to be in charge of …, to be responsible for …,
to be responsible to …, to report to…, to work under … .
Chief executive
Tim Brown
Finance Marketing Production Personnel R&D
Manager Manager Manager Manager Manager
Account Sales Training
Laboratories
Manager Manager Manager
Manager
Exercise 4. Think up your own company and make a diagram of
organization structure for it. Then describe the diagram and tell about
relations between departments using phrases from exercise 3.
Exercise 5. Answer the following questions.
1. Where are the administrative departments situated?
2. What is the production division responsible for?
3. What is Financial Director responsible for?
4. Who reports to the Financial Director?
5. What is the Personnel manager responsible for?
6. Are there any small divisions inside their departments?
7. What does the purchasing department do?
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Unit 4
MARKETING
Exercise 1. Read and translate the text.
Marketing
What exactly is marketing and why is it important to you as an
entrepreneur? Simply stated, marketing is everything you do to place your
product or service in the hands of potential customers.
It includes diverse disciplines like sales, public relations, pricing,
packaging, and distribution.
You might think of marketing this way. If business is all about
people and money and the art of persuading one to part from the other, then
marketing is all about finding the right people to persuade.
Marketing is your strategy for allocating resources (time and
money) in order to achieve your objectives (a fair profit for supplying a
good product or service).
Yet the most brilliant strategy won’t help you to earn a profit or
achieve your wildest dreams if it isn't built around your potential customers.
Though it may feel counter-intuitive, marketing doesn’t begin with
a great idea or a unique product. It begins with customers – those people
who want or need your product and will actually buy it.
At the same time entrepreneurs need to be aware of many other
contexts, such as social and economic trends or governmental regulations.
People don’t just “buy” a product. They “buy” the concept of what
that product will do for them, or help them do for themselves. People who
are overweight don’t join a franchise diet center to eat pre-packaged micromeals. They “buy” the concept of a new, thin, happy and successful self.
Before you become consumed with entrepreneurial zeal and invest
your life savings in a new venture, become a smart marketer. Take time at
the beginning to discover who your potential customers are, and how to
effectively reach them.
People you want to sell to are your potential customers and target
market. Different products have different target markets. When you find
your target market and your target customers you need to answer the
following questions:
Who are my customers – age, sex, income?
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What is the size of the market and is it possible for the target
market to get bigger?
Is the competition high and who are my competitors?
What about product awareness?
You can find answers to these questions through marketing research
which includes interviews and questionnaires to know people’s attitude to
the product, promotion, etc., their shopping habits, purchasing power and a
lot of other information which will help you to build a successful marketing
strategy and plan.
A good marketing plan can help you focus your energy and
resources. But a plan created in a vacuum, based solely on your perceptions,
does not advance the agenda. That’s why market research, however simple
or sophisticated, is important.
Finally you need to think how you will make your strategy work.
There are many ways to promote your product and it is important to choose
the right one:
- advertising on TV, in newspapers, etc.
- direct marketing by post (mailshots)
- telesales – selling to customers on the phone
- point-of-sale materials in shops.
When you answer all the questions you will be ready to launch the
product in the market.
Exercise 2. Find English equivalents of the following words and
expressions in the text:
потенциальные покупатели, связи с общественностью, ценовая
политика, упаковка, распространение, искусство убеждения,
распределять ресурсы, достигнуть цели, справедливая прибыль,
предпринимательское рвение, маркетолог, целевой рынок,
конкуренция, конкурент, осведомленность о товаре, продвижение
товара, покупательские привычки, покупательская способность,
маркетинговое исследование, реклама, точка продаж.
Exercise 3. Translate the following words and expressions from the text
into Russian:
to place service in the hands of potential customers, diverse discipline,
to allocate resources, to achieve objective, a fair profit, counter-
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intuitive, economic trends, governmental regulations, entrepreneurial
zeal, attitude to the product, focus your energy, direct marketing,
mailshots, telesales, launch the product in the market.
Exercise 4. Put a tick next to the sentence if you think it’s true, and
correct it if it’s false.
1. Marketing includes diverse disciplines like sales, public relations,
pricing.
2. Marketing is basically a finding right person to persuade him/her to
buy the product.
3. Strategy mustn’t be built around potential customers.
4. Entrepreneurs don’t need to be aware of social and economic
trends.
5. The target market for all kinds of products is the same.
6. Potential customers and target market define different aspects of
marketing.
7. To know competitors is not important for marketers.
8. Marketing research consists of interviews and questionnaires to
know customers’ behavior.
9. Advertising is the only way to promote a new product for an
entrepreneur.
Exercise 5. Fill in the gaps in these sentences using the words from the
list:
creative process, design, distribution, end-users, first, hire purchase, image,
labels, mail order, need, opportunities, outlets, place, posters, price,
product, production-orientated, profitably, promotion, range, rival, satisfy,
strengths, threats, weaknesses.
1. What is marketing? Marketing is the ..... of satisfying customers
needs ..... .
2. What is the marketing mix? It consists of the four P: providing the
customer with the right P..... at the right P ....., presented in the attractive
way (P .....) and available in the easiest way (P .....).
3. What is a product? A product is not just an assembled set of
components: it is something customers buy to ..... a ..... they feel they have.
The ..... and the ..... of the product are as important as its specification.
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4. What is price? The product must be priced so that it competes
Какова общая концепция
маркетинга?
Маркетинг включает
разнообразные элементы, такие,
как планирование, исследование
рынка, разработку новой
продукции, сбыт, организацию
контактов, рекламу и т.д.
Маркетинг удовлетворяет потребности как потребителя, так и
компании.
Маркетинг изучает все
стадии до, в течение
производства и после сбыта
товара.
What is the general marketing
concept?
Marketing concept includes
various elements such as planning,
research, new product development,
sales, communications, advertising,
etc.
Marketing involves meeting
both the company and the Customer's needs.
Marketing studies stages
before, during production and after
the sale.
effectively with ..... products in the same market.
5. What is promotion? The product is presented to customers through
advertising (TV commercials, ..... etc), packaging (design ....., etc),
publicity, P.R. and personal selling.
6. What is place? Your product must be available to customers through
the most cost-effective channels of ...... A consumer product must be
offered to ..... in suitable retail ....., or available on ..... or by ..... .
7. What is meant by S.W.O.T.? A firm should he aware of its S ..... and
W ..... and the О ..... and T ..... it faces in the market place.
8. Why are firms becoming more customer-orientated and less .....?
Because new products must be created to meet the changing ..... of
customers needs – a firm can’t rely on the success of its existing products.
The customer and his/her needs must come ..... !
Exercise 6. Compare your translation of the statements with the given
below.
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Маркетинг предоставляет
информацию о перспективах
спроса на продукцию или услуги
фирмы, помогает определить и
стимулировать рынок товаров и
услуг.
Маркетинг применяется в
сфере производства.
Производство базируется на
изучении маркетинговой
информации.
Чтобы достичь конечной цели, все маркетинговые
мероприятия должны быть скоординированными.
Маркетинговые мероприятия
измеряются качественными и
количественными показателями.
Планирование маркетинга
является неотъемлемой частью
общей системы маркетинговых
мероприятий.
Прежде всего, от чего
зависит эффективное
планирование маркетинга? Оно
зависит от тщательного анализа
ситуации на рынке. Какие
вопросы разбираются при
анализе ситуации? При анализе
ситуации необходимо учитывать
неуправляемые факторы, то есть,
факторы, связанные с внешней
средой. Имеется тесная связь
между фактором внешней среды
и сбытом.
Marketing provides information about forward demand for the
company's products or services,
helps to identify and stimulate
demand for products and services.
Marketing is used in production and manufacturing. Production
is based on marketing intelligence
study.
All marketing-related activities
should be integrated to achieve the
final goal.
Marketing efforts are measurable quantitatively and qualitatively.
Marketing planning is an integral part of the marketing mix.
What does effective marketing
planning depend on? First of all it
depends on a thorough situation
analysis. What points are considered
in analyzing the situation? When
analyzing the situation it is
necessary to consider controllable
and uncontrollable factors that are
environmental factors. There is a
close relationship between the
environmental factor and sales.
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Каковы контролируемые
факторы планирования
маркетинга?
Их фактически четыре –
четыре Р.
Это продукция, цена, место
сбыта, формы рекламы. План
рынка необходим для разработки
прогноза продаж. Он определяет
направление деятельности фирмы
и пути достижения поставленных
целей.
План рынка разрабатывается
на основе информации о рынке и
внутренней отчетности.
Какого рода анализ
проводится отделом маркетинга?
Самый разнообразный. Анализ
рынка, сбыта, различных данных,
покупательского спроса и
культурных запросов
покупателей. В настоящее время
он разрабатывается с помощью
компьютера.
Маркетинговые
исследования и исследования
рынка включают вопросы выбора
товара, изучения интересов и
потребностей конкурентов.
Способы проведения исследований в области маркетинга –
наблюдение, обзор, эксперимент,
опрос общественного мнения по
различным каналам.
What are controllable factors in
marketing planning?
There are actually four of them,
four Ps.
They are product, price, place,
and promotion.
A market plan is necessary for
developing sales forecasts. It shows
where a company is going and how
it is going to get there.
A market plan is designed
through the use of marketing
intelligence and internal accounting.
What kind of analysis is carried out by the marketing department? All kinds of analysis.
Market and sale analysis, data
analysis, analyses of the customer’s
demand and cultural analysis.
Today the process is computerassisted.
Marketing research and
market research are concerned
with product choice study and
study of competitors’ interests
and their claims.
Methods of conducting marketing research are observation,
survey, experiment and public
opinion polls through different
channels.
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