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Файл:Английский язык. Менеджмент гостинично-ресторанных предприятий. Учебное пособие
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6. ABOUT ECONOMIC SYSTEMS
1. Запишите данные слова в тетрадь и запомните их.
trader — торговец;
imagine — воображать, представлять;
confusion — замешательство, путаница;
demand — спрос, требование;
incentive — побуждение, стимул;
profit — прибыль, выгода;
competition — конкуренция, соревнование;
exist — существовать;
effort — усилие;
opposite — противоположный;
supply — снабжать, снабжение;
shortages — нехватка, дефицит;
alongside — бок о бок;
manufacturer — производитель, поставщик;
deregulation — сокращение объема вмешательства государства в
экономику;
harm — вред;
environment — окружение.
2. Запишите и запомните следующие словосочетания и их перевод.
remote corners — удаленные места;
benefits and drawbacks — преимущества и недостатки;
rise prices — рост цен;
reduce production costs — сокращение производственной себесто-
имости;
share of the market — доля рынка;
know exactly — точно знать;
ration goods — ограничивать выдачу товара, нормировать выдачу;
hoarding things — запасаться вещами;
privately owned businesses — частные компании;
rapidly moving — быстро развивающийся;
state run industries — отрасли промышленности, управляемые гос-
ударством;
need protection from — нуждаться в защите от;
primary industries — добывающая промышленность;
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collected in taxes — собранные налоги;
profit motivation — стимуляция к получению прибыли;
ban trade — запрещать торговлю.
3. Найдите пары синонимов.
Renovate, consumer, purchase, issue, customer, congestion, buy, problem, upgrade, jam.
4. Найдите пары антонимов.
Success, dependent, effective, failure, inefficient, global, free, construct,
local, destroy.
5. Переведите следующие слова. Почему их можно перевести
без словаря?
Construction, management, local, effective, global, plan,
telecommunication, corruption, sponsorship, business.
6. Допишите предложения, поставив выделенные слова в нуж-
ную форму.
1. Physical distribution management helps to optimise transport
and ______________ (store) expenses.
2. Promotional tools include advertising, personal selling, public rela-
tions and ______________ (sponsor).
3. To make the advertising company ______________ (success), organ-
isations consider an advertising plan.
7. Переведите следующие предложения на русский язык.
1. In the past Russian railways were highly centralised and were a part
of the planned economic system.
2. Global markets bring an opportunity for growth, not only for industry
giants but for targeted buyers.
3. Competition exists in a free market economy because theoretically
anyone can be a producer.
8. Найдите лишнее слово в заданной цепочке слов.
Product, price, promotion, place, people, process, protection, physical
evidence.
9. Допишите предложения.
1. In marketing, things concerned with location and distribution are
known as p ______________.
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2. In the p ______________ economy very step is decided by the gov-
ernment.
3. A business form that controls several important elements of market-
ing is called a m ______________ mix.
10. Выберите правильное определение к заданным словам.
1) competition
a) a situation in which people or
organizations work together to achieve a
result that will benefit all of them
b) a way of behaving that is generally
accepted as being normal and right
2) motivation
c) the activities of companies that are
trying to be more successful than others
d) an amount, level or standard that you
can use for judging how good or bad
other things are
3) benefit
e) a reason for doing something
f) an advantage you get from the
situation
11. Составьте пять вопросов (вопрос к подлежащему, общий
вопрос, специальный, альтернативный и разделительный) к данному предложению.
Competition exists in a free market economy because theoretically anyone can be a producer.
12. Прочитайте текст и разбейте его на абзацы. Озаглавите
каждую часть текста и передайте содержание каждого абзаца одним предложением.
For thousands of years human societies had very simple economies.
There were no shops, markets or traders. There were no employers, paid
workers or salaries. Today, this kind of economy is known as traditional and
there are some remote corners of the world where this system is still alive.
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Like any other economic system, the traditional economy has its benefits
and drawbacks. The biggest benefit is that these are peaceful societies.
Walking through a busy street market, it is hard to imagine that behind this
noisy confusion lays a very logical economic theory — the market economy. The market economy or free market is not controlled in any way by the
government. In a free market, the only reason why things are bought and
sold is because there is a demand for them. The role of the company in the
market economy is to supply customers with what they want. However,
companies need an incentive to grow and develop. The companies have to
compete with each other for a share of the market. Technology is also vital
because producers need ways to reduce costs. Technology helps companies
to produce more goods in less time and with less effort. As for the planned
economy, in many ways it is the direct opposite of the market economy. In
the planned economy very step is decided by the government. One of the
drawbacks of the planned economy is problems with supply. It is very difficult for governments to know exactly how much to provide to meet demand
which leads to shortages. When shortages happen, governments can do two
things — ration goods or raise prices. In this situation people start hoarding
things and the situation gets even worse. For this reason, countries with
planned economy such as China are rapidly moving toward another system — the mixed economy. In mixed economies privately owned business-
es exist alongside state run industries. The economy is divided between
the private and the state sector which includes industries that the government
thinks are important and need protection from the risks of the free market.
These could include public transport, hospitals, schools and large industries
such as oil, steel or agriculture. They are sometimes called primary indus-
tries as they provide basic materials for manufacturers. State industries use
money collected in taxes by the government. They do not need to compete
with other companies and may turn into large monopolies and dictate there
will to business. That is why many counties have started the process of de-
regulation which means freeing up the economy and to allow private businesses to compete with state-owned industries. Deregulation of such services
as telecommunications, transport and banking is generally accepted by people. However, the public does not approve deregulation in education and
health services, feeling that profit motivation will harm them rather than
improve. Another way is to put limits on free enterprises and to ban trade of
certain goods if they are dangerous. Governments may also regulate methods
of production. They do this to guarantee that products are safe for consumers
or to protect the environment.
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13. Выделите основную идею текста и запишите ее на англий-
ском языке.
14. Скажите, какие предложения не соответствуют содержанию
текста.
1. The role of the company in the market economy is to supply custom-
ers with what they want.
2. Companies need an incentive to grow and develop, and there are only
two ways of how to make a profit.
3. The first way to low prices is to reduce production costs which bring
companies to competition and technology.
4. Competition exists in a free market economy because theoretically
anyone can be a buyer.
5. Companies have to compete with each other for a share of the market.
6. Technology helps companies to produce more goods in less time and
with more effort.
15. Раскройте скобки, выбрав правильную грамматическую
форму.
1. The hotel manager wanted the marketing director (reports / to re-
port) him about the information contained in advertisements.
2. The student expects the tutor (will tell / to tell) him what marketing
strategies include.
3. The hotel manager supposed his assistance (will meet / to meet) a
group of new guests
16. Переведите следующие предложения на английский язык.
1. Правительство ожидает, что РЖД модернизируют свои желез-
ные дороги и парк локомотивов.
2. Бизнесмены считают, что транспортные компании создадут но-
вые виды комбинированного транспорта, чтобы соответствовать запросам рынка.
3. Мы думаем, что Российские железные дороги используют свои
преимущества на современном транспортном рынке.
4. Я слышал, что его назначили директором отдела по маркетингу.
17. Ответьте на вопросы к тексту.
1. What are the main features of the traditional economy?
2. What is the main principle of the market economy?
3. Why is completion vital for the market economy?
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4. Why do companies have to develop technology?
5. What happens in countries with the planned economy?
6. What is the main drawback of the planned economy?
7. How do business and state industries function in countries with
mixed economies?
8. What does the process of deregulation mean?
9. What type of deregulation is not accepted by the public?
10. What other ways of state regulation can you name?
18. Опираясь на информацию текста, сделайте краткое сооб-
щение по теме “About Economic Systems”.
19. Составьте аннотацию к тексту, используя речевые клише.
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7. ABOUT MARKETING
1. Запишите данные слова в тетрадь и запомните их.
increase — увеличивать;
evaluating — оценка, оценивающий;
available — доступный;
latter — последний из двух;
distribute — распределять;
facilitating — облегчение;
fulfilling — выполнение;
competitive — конкурентный;
survive — выживать;
advertising — рекламирование;
packaging — упаковка;
warranties — гарантийные обязательства;
income — доход;
volume — объем;
evidence — доказательство;
environment — окружение;
appearance — внешний вид, обличье;
outlet — торговая точка;
persuade — убеждать;
implementation — выполнение, реализация.
2. Запишите и запомните следующие словосочетания и их перевод.
consumer and industrial — потребительский и промышленный;
a set of techniques applied — ряд практических приемов;
centre of an organisation’s considerations — центр внимания орга-
низации;
clearly defined groups — четко определенные группы;
market research — исследование рынка;
describing the benefits — описание преимуществ;
product development — разработка товара;
physical evidence — вещественное доказательство;
after-sales service — гарантийное обслуживание;
convenient for production — удобный для производства;
purchase process — процесс закупки;
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storage expenses — затраты на хранение;
channels of distribution — каналы распределения;
direct marketing — адресный маркетинг, сбыт без посредников;
high contact — тесное касание;
intangible services — нематериальные услуги.
3. Найдите пары синонимов.
Evidence, comprise, connect, environment, increase, proof, contain, surrounding, accelerate, link.
4. Найдите пары антонимов.
Permanent, soft, appear, temporary, hard, disappear, fast, early, short,
slow, late, long.
5. Прочитайте слова близкие по звучанию словам русского
языка и определите их значение. Почему их можно перевести без
словаря?
Production, economies, business, organisation, services, fundamental,
philosophy, factor.
6. Напишите предложения, открыв скобки, соблюдая порядок слов.
1. Marketing (to put) customers at the centre of an organisation’s con-
siderations?
2. Promotional tools (to include) advertising, personal selling, public
relations?
3. A company (to have) to pay attention to the customer wanting
to buy?
7. Переведите предложений на русский язык.
1. The student wrote in his essay that railways had to spend thousands
of dollars on the advertisement of their new double-track line. 2. The marketing director underlined that customers bought goods where the purchase
process was the easiest. 3. The students were told that a price determines the
income that will be generated.
8. Найдите лишнее слово в заданной цепочке слов.
Product, price, promotion, place, people, process, protection, physical
evidence.
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9. Допишите предложения, используя термины, данные в рамочке.
Physical, industrial, product
1. In marketing a service or goods that an organisation offers to the customers is a ……………….
2. Markets can be consumer and ……………...
3. According to the concept of Marketing Mix, the layout and presentation of the railway facilities refer to the ………….…… evidence.
10. Составьте предложения из предложенных в каждой цепочке слов.
1) industries, money, collected, state, use, the, taxes, by, government, in;
2) may, methods, also, governments, regulate, production, of;
3) forms, businesses, new, of, partnerships, private-public, are.
11. Составьте 5 вопросов (вопрос к подлежащему, общий вопрос, специальный вопрос, альтернативный и разделительный вопросы) к данному предложению.
A market consists of people who sell and buy.
12. Прочитайте текст и разделите его на вводную, информационную и заключительную части.
If a company wants to increase the efficiency of production, it should
take into consideration some business producers and consumers’ interests. In
other words, producers must know what to produce and consumers must
know that it is being produced. The task and responsibility of the marketing
staff is to link these two factors together. Marketing is the process of keeping
producers informed of consumers’ needs and evaluating that their products
are available to consumers in the way the latter want. A market consists of
people who sell and buy. That is why the markets can be consumer and in-
dustrial. Marketing is possible only in the free-market economies, as in the
central-planned economies it is the government that dictates what should be
produced and then distributed. Marketing is the strategic business function
on facilitating and fulfilling customer’s demands by introducing innovations, developing relationships and creating good customer services. Marketing can be seen as a fundamental philosophy, and as a set of techniques ap-
plied. As a business philosophy, marketing puts customers at the centre of
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an organisation’s considerations. In a competitive business environment,
an organisation will survive only if it focuses on the needs of clearly defined groups in society and produces goods and services that satisfy their
requirements efficiently. A company must pay attention to the customer
wanting to buy, rather than to the producer needing to sell. Marketing, as a
set of techniques implies market research as a technique for finding out a
customer’s needs and advertising as a technique for describing the benefits
of the product offered to customers. New product development and pricing
are also marketing techniques. The marketing mix comprises Product,
Price, Promotion, Place, People, Process, and Physical Evidence. A
product is a service or goods that an organisation offers to customers. Developing a new product a manager can control quality, style, special design features, packaging, warranties, after-sales service, and the brand image. A
price determines the income that will be generated. If the selling price of a
product is set too high, a company may not achieve its target sales volume.
If it is set too low, the target sales volume may be achieved, but less profit
will be earned. Companies usually make their goods and services in places
that are convenient for production. Customers buy them where the purchase process is the easiest. Managers should determine how to deliver the
goods from the place of production to the place of sale. This means determining the channels of distribution. Logistics or physical distribution management is also very important as it helps to optimise transport and storage
expenses. Promotion is used by companies in order to deliver the message
describing the benefits of their products to their target markets. Promotional
tools include advertising, personal selling, public relations, sponsorship, and
direct marketing methods. People’s decisions are particularly important to
the marketing of services where staff has a high level of contact with customers. Marketing effectiveness is affected by the actions of those employees who interact with customers. The process of production may be of little
concern to the consumer of manufactured goods, but it is often of critical
concern to the consumer of ‘high contact’ services. For busy customers, the
speed and friendliness with which the customers are processed may be as
important as the product itself. Physical evidence is especially important for
buyers of intangible services. This can be a brochure which describes and
gives pictures of important elements of the service or product. The appear-
ance of staff can give evidence about the service. A clean, bright environment used in a service outlet can help to persuade potential customers to
make a purchase decision. As for the well-managed businesses, marketing is
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