- •Money (наизусть 4 балла)
- •Active Vocabulary (наизусть 1 балл)
- •1 Translate the following combinations into Russian.
- •2 Translate the following combinations into English.
- •3 Translate into English.
- •Reading (перевод каждого текста 1 балл)
- •1 How did the first British settlers exchange goods with native Americans?
- •III Currency
- •IV What are the causes of inflation?
- •Marketing
- •Active Vocabulary (наизусть 1 балл)
- •1 Translate the following combinations into Russian.
- •2 Translate the following combinations into English.
- •3 Translate into Russian using the expressions from previous tasks.
- •Reading (перевод каждого текста 1 балл)
- •What is marketing?
- •1 Match the questions (1-6) with the paragraphs (a-f).
- •2 Match the highlighted words and phrases in the text with the definitions (1-8).
- •3 Look at the text again. Find and underline.
- •1 Match the questions (1-4) with the paragraphs (a-d).
- •2 Which ways of advertising do you think is most suitable for these situations?
- •III The Role of the Government in the American Economy
- •Unit III Marketing Complex (наизусть 4 балла)
- •Active Vocabulary (наизусть 1 балл)
- •1 Translate the following combinations into Russian.
- •2 Translate the following combinations into English.
- •3 Translate into Russian using the expressions from previous tasks.
- •Reading (перевод каждого текста 1 балл)
- •Product, Price, Promotion and Place: the four p’s of Marketing
- •III Learning to use advertising
- •1 What are the benefits of advertising?
- •2 What are its disadvantages?
- •IV Advertising Strategies
- •1 What advertising strategies can you name?
- •Unit IV
- •Management
- •(Наизусть 4 балла)
- •Active Vocabulary (наизусть 1 балл)
- •1 Translate the following combinations into Russian.
- •2 Translate the following combinations into English.
- •3 Translate the sentences into English.
- •Reading
- •II Managerial performance (for written translation)
- •Ш The Chairperson of the Board (for written translation)
- •IV Ford 2000
- •1 Decide whether these statements are true or false.
- •2 Look at this summary and replace the phrases in italic with words and phrases that are underlined in the text.
- •3 Below are three pieces of management jargon which are used in the text. Try to explain what they mean.
- •4 Match them to the three definitions.
Marketing
UNIT 2
I
Marketing Functions
(наизусть 4 балла)
To an economist, everything that takes place between production and consumption falls into the category of marketing.
A market is where buyers and sellers come together. Marketing, then, includes the activities that bring buyers and sellers together. It is more then product advertising. Marketing includes buying and selling, transporting and storing, product planning, market research, product support, customer service, financing, insuring and other functions.
Business firms collect information about the market to forecast potential sales. Before finished goods can be sold, they must be selected and purchased. Goods must be shipped to the place where they are sold. Then goods must be advertised, promoted and sold. Before they are sold, goods are stored in warehouses.
Active Vocabulary (наизусть 1 балл)
consumption – потребление
to include – включать
activity – вид деятельности
transporting - транспортировка
storing – хранение
market research – исследование рынка
product support – поддержка продукта
insuring – страхование
to forecast – прогнозировать
to purchase – покупать
warehouse – склад
Tasks
1 Translate the following combinations into Russian.
1 to take place between production and consumption
2 to fall into the category
3 to include the activities
4 to bring buyers and sellers together
5 product advertising
6 buying and selling
7 transporting and storing
8 product planning
9 market research
10 product support
11 customer service
12 financing and insuring
13 to collect information about the market
14 to forecast potential sales
15 finished goods
16 must be selected and purchased
17 must be shipped to the place
18 be advertised, promoted and sold
19 must be stored in warehouses
2 Translate the following combinations into English.
(наизусть 2 балла)
1 потребление товаров и услуг
2 виды деятельности, включающие транспортировку и хранение
3 проводить исследование рынка
4 включать поддержку продукта и страхование
5 покупать товар на складе фирмы
6 производство и потребление
7 реклама товара
8 собирать информацию о рынке
9 предвидеть потенциальные продажи
10 отгружаться до места продажи
3 Translate into Russian using the expressions from previous tasks.
(перевод 2 балла)
1 Производство и потребление попадает под категорию маркетинга.
2 Маркетинг включает в себя различные виды деятельности.
3 Рынок – это место, где встречаются производители и потребители.
4 Планирование продукта, его реклама, транспортировка и хранение – основные функции маркетинга.
5 Маркетинг включает также поддержку товара и его страхование.
6 Сбор информации помогает прогнозировать потенциальные продажи.
7 Товары должны быть отобраны, закуплены и отправлены в место продажи.
8 До того как они будут проданы, они должны храниться на складе.
Reading (перевод каждого текста 1 балл)
I
What is marketing?
A Marketing is finding out about your customers and competitors so that you can provide the right product at the right price.
B Think about the people you want to sell to: your target market. Different products have different target markets, for example, Swatch and Rolex watches. Questions to ask are:
Who are my customers – age, sex, income?
What is the size of the market?
Is it possible for the market to get bigger?
What about product awareness – do people know about my company’s products?
C You find out this information through market research. Market research uses interviews to find out about people’s attitude and questionnaires to find out about their shopping habits?
D When you know who your customers are and how big your market is, the next step is to set your objectives. Do you want to increase sales? To increase market share? Or to make your product different from the competition?
E Next, think about your strategy for meeting your objectives. If your objective is to increase market share, you could:
Find new customers by making your product more attractive;
Take customers from your competitors;
Persuade your customers to use more of your product.
F How will you make your strategy work? What message do you want to send? There are many types of promotion and it’s important to choose the right one, e.g.
Advertising on TV, in newspapers, etc.
Direct marketing by post (mail shots)
Telesales – selling to customers on the phone
Point-of-sale material in shops – free samples or special offers.
Now you are ready to launch your product in the market. Good luck!