to go into business - заняться бизнесом

go out of business - обанкротиться

to start /to set up one's own business - начать /создать свое

собственное дело

to carry on /run a business - вести дело to shut down /stop the business - останавливать дело get down to business - заняться делом on business - по делу big business - крупный капитал

mind your own business - занимайся своим делом (не легь в чужие дела)

Unit 1

TYPES OF BUSINESSES

Topical vocabulary

(words to be memorized and used in discussing the topic):

• business

1} дело, занятие (one's usual occupation; profession)

- He tries not to let (his) business interfere with his home life.

2) коммерческая деятельность, торговля {commerce; trade)

• We don't do (much) business with foreign companies.

• She has set up in business as a bookseller.

• He wants to be a doctor or go into business.

• Business is always brisk before Christmas.

3) коммерческое предприятие, фирма, магазин и т.п. (commercial establish­ ment; firm; shop)

• She runs a grocery business.

• Many small businesses have gone bankrupt recently.

4) дело, обязанность (thing that one is rightly concerned with or interested in)

• It's the business of the police to protect the community.

• My private life is none of your business (is no business of yours).

5) дела, вопросы (things that need to be dealt with; matters to be discussed)

• The main business of this meeting is our wages claim.

• Unless there is other business, we can end the meeting.

attr. business trip - деловая поездка

lunch -деловая встреча (за обедом) hours - часы работы address - адрес работы (офиса) card - (деловая) визитная карточка corporation - коммерческая корпорация for business purpose- с деловой целью; для бизнеса in a businesslike manner- в деловой обстановке, по-деловому

| sole proprietorship (=one-person business) -partnership most common to offer opportunities to keep the profits

to have /enjoy limited liability

to be responsible .liable for...

to hire

to fire

hours

stockbrokerage

advantages (oversmth)

drawbacks (= disadvantages)

to issue stocks

stockholder /shareholder

personal assets (= property)

to incorporate

to appiy for a corporate charter

officer

to supervise daily management

to have a final authority

non-profit corporation

obligation

- индивидуальное частное

пре .приятие /предпринимательство

- эд, товарищество

~ наиболее распространенный

• давать /предоставлять еозможкдли

• остаишть прибыль себе (peer.сряжаться ею)

• иметь ограниченную ответственность

• нести ответственность за ..

• нанимать

• увольнять

• зд. рабочие часы

• биржевое маклерство

• преимущества (перед мем-либо)

• недостатки

• выпускать акции -акционер

• личное имущество

• зд. зарегистрироваться как корпорация

• подать заявку на корпоративный патент

• должностное лицо

• осуществлять ежедневное руководство

• иметь решающее слово -некоммерческая корпорация

• обязательство

Text A

Sole proprietorship. If you go into business alone, it is called sole proprietorship or one-person business. The sole proprietorship is the most common type of business in many western countries. This form of business has flourished over the years because of the opportunities it offers to be boss, run the business, make the decisions and keep the profits. You can start or you can stop your business whenever you like. There is no need to consult partners or a Board of Directors. You do everything by yourself- You decide on your vacation, hours, salary, hiring and firing. But you have unlimited liability. It means that you are responsible for all your business debts.

Partnership. Partnership is an association of two or more people to carry on a business for profit. Any business may have the form of partnership, for example in such professional fields as medicine, law, accounting, stock brokerage. Partnership offers opportunities often not available to the one-person business: more capital, more skills and ideas. Having a partner, you don't need to do everything yourself. And, at last, you can take a little vacation without having to shut down the business.

Partnerships have their drawbacks as well. One is unlimited liability. Besides, there is more paperwork. Inter-personal relations with your partner or partners may require both time and tact.

Corporation. A business corporation is a group of persons authorized to act as an individual for business purposes. Owners of corporations are stockholders (also called shareholders).

To form a corporation one should apply for a corporate charter. Obtaining the charter the stockholders, as owners, hold a meeting to organize the corporation, elect the Board of Directors and choose the company's officers. Though the officers of the company supervise daily management, the stockholders always have the final authority. They vote at annual meetings.

The privately owned business corporation is one type of corporation. Educational, religious, charitable institutions can also incorporate. They are called governmental corporations. As a rule such corporations are nonprofit and they do not issue stocks.

There are several advantages of the corporate form of ownership. None are as important as limited liability, which means that business is legally separated from its owners. If your corporation does not pay its debts, the creditors cannot usually get their money from your personal assets. Sole proprietorships and partnerships, on the other hand, are legally inseparable from their owners. The latter are personally liable for all the business debts and obligations.

TextB

A corporation is a business unit that is legally separated from its owners. The owners, whose ownership is represented by shares of stock" in the corporation, do not directly control the operations of the corporation. Instead they elect the board of directors who run the corporation for the benefit of the stockholders. In exchange for limited involvement in the corporation's actual operations, stockholders enjoy limited liability. That is, their risk of loss is limited to the amount paid for their shares. If they wish, stockholders can sell their shares to other persons without affecting corporate operations. Because of this limited liability, stockholders are often willing to invest in riskier, but potentially profitable, activities. Also, because ownership can be transferred without dissolving the corporation, the life of the corporation ts unlimited and not subject* to the whirns and health of a proprietor or partner.

Corporations have several important advantages over proprietorships and partnerships that make them very efficient in amassing* capital for the formation and growth of very large companies. Even though corporations are fewer in number than proprietorships and partnerships, they contribute much more to the U.S. economy in monetary terms*.

a share of stock - доля в акционерном капитале

be not subject to - не зависеть от

amass - собирать, накапливать

in monetary terms - в денежном выражении

Vocabulary exercises Ex.1. Read the following words. Mind that suffixes are never stressed.

profitable

inseparable

available

reasonable

charitable

liable

friendship

leadership

ownership

relationship

partnership

salesmanship

proprietorship

entrepreneurship

Ex.2. Memorize phrases and expressions with the word «business» (see p.4,5) and use them in the sentences of your own.

Ex.3. Fill in the gaps with the words in the box and translate the sentences paying special attention to the meanings of the word «business».

get mini

do

solid

set

up runs one-person

flourish promising

1. Entrepreneur is a man who is ready to risk his welf-being for the sake of some ... business.

2. The earlier people ... thier own businesses, the more time they have to correct the inevitable mistakes.

1. Most people dream of their own small but... business.

3. It's not difficult to set up a ... business/firm. Some of such ...-businesses quickly fail but many, having made through the first crucial two or three years begin to ... and some even to grow.

2. He is already 75 but he actively ... the business.

4. Even people with intellectual professions aren't afraid to try other things and... into business. A professional ...ing some business is a normal phenomenon in America.

Ex.4. Read and translate groups of derivatives:

1. profit - profitability - nonprofitable (enterprise) - nonprofit (corporation)

2. debt - debtor - indebtedness

3. own - owner - ownership - owned (by the state) - privately owned (corporation)

4. legal (status) - legally (responsible) - legislation - legislative (body/ organ)

5. hold (a meeting) - (share) holder - holding (company)

6. one person - group of persons - personal (assets) - personally (responsible) - inter-personal (relations) - personality

7) separates - is separated from - separate (groups) - inseparable 8} corporation - corporate (form /charter) - incorporate

9) obligation - obligatory (subject) - is obliged (to do sth} 10) author - authority - (local) authorities - to have final authority - authorised (to act) - authorized (fund/capital)

Ex.5. Match the verbs with the nouns.

take

make

get

offer

keep

decisions

opportunity

profit

salary

Vacation

Ex.6. Use proper prepositions; of/for/on/by/as

to do ... yourself to be responsible... ... the purpose...

to act.

liable.

to decide ... to apply...

Ex.7. Find synonyms to the following words:

assets -several ~

needs -

disadvantage -to demand -liability -to obtain -

Ex.8. Give Russian equivalents to the following verbs: elect, vote, hire, fire, issue, flourish

Это означает... Это называется

a)... b}...

Ех.Э. Give English equivalents to the following phrases: He нужно ..

Ex.10. Comment on the usage of have and translate the phrases:

• Having a partner you don't need to ...

• Having obtained a corporate charter...

• ... without having to shut down your business

Comprehension and Discussion

I. Study the table below and speak about the differences and similarities of the businesses indicated in П.

sole trader	partnership	pic /Inc. (US)	Ltd.
one person provides all the capital	owned by two or more people who contribute the capital	a registered company whose shares can be bought and sold on the Stock Exchange	a registered company with restricted share transfer
unlimited liability		limited liability
the personal assets of the owner(s) can be taken to pay any business debts		liability for business debts is limited to the amount of the capital subscribed

pic. - public limited corporation - акционерное общество открытого типа

Topical vocabulary:

Managing Director

executive

supervisor process data Text С

II. Answer the questions to text A and use them as the plan for speaking on the topic «Types of businesses».

1. What are three different ways of doing business?

2. What is a sole proprietorship?

3. What opportunities does it offer?

4. Are there any disadvantages of this type of business?

5. What does it mean to have unlimited liability?

6. What is a partnership?

7. What businesses may have the form of partnership?

8. What are the advantages /disadvantages of partnership as compared with one-person business?

9. What do we call a corporation and how are its owners called?

10. What legal procedure do you have to follow to form a corporation?

11. What is the most important advantage of the corporate form of ownership?

12. What is specific about governmental corporations?

III. Read the following extracts and pick out the language you may use speaking about what one needs in order to start one's own business.

It is not difficult to set up a mini-firm and it's not hard to survive for a while. You have to make it through the first crucial one or two years.

Some people while working for the boss begin to earn additionally in their free time in the evenings. Eventually they get their own clientele. They save up some money, borrow the rest and build /buy a small shop (set up a small business) and begin working for themselves. They become entrepreneurs.

Many future entrepreneurs deliberately start a career, working for somebody else. By learning the ins and outs of another man's business and noting his pluses and minuses, they accumulate know-how, put aside enough money, and establish business connections. After that they are ready to start their own business.

IV. Using the language from text В and the above extracts, discuss with other students

1. what type of business you would prefer, if you decided to go into business;

2. what you shoufd do before starting your own business.

10

Company structure

- директор-распорядитель (может быть

в одном лице владелец и управляющий)

be in charge of be in overall control common

day-to-Clay running report to smb employee components to be made

into goods see that word processor pay packet pay slip

• руководящий /административный работник; администратор

• заведовать, руководить (отделом)

• осуществлять общее руководство Лом -типичный

• оперативное управление

• отчитываться перед кем-либо

• работник

-детали /комплектующие изделия, которые будут использованы для изготовления товаров

• следить за тем, чтобы

• текстовый редактор /процессор

• конверт, содержащий зарплату работника

• листок бумаги, на котором указаны все сведений о выдаваемой зарплате, в том числе об удержании налогов, страховки и т.п.

• инспектор, контролёр; лицо среднего руководящего персонала (на предприятии)

• обрабатывать данные

The Managing Director (sometimes called Chief Executive, or President in the USA) is the head of the company.

The company is run by a Board of Directors; each Director is in charge of э department. However, the Chairman of the Board is in overaH corttrci and may not be the head of any one department.

Most companies have Finance, Sales, Marketing (sometimes part of Sales), Production, Research and Development (R&D) and Personnel Departments. These are the most common departments, but some companies have others as well.

Most departments have a Manager, who is in charge of its day-to-day running, and who reports to the Director; the Director is responsible for strategic planning and for making decisions.

Various personnel in each department report to the Manager. For example, the Sales Representative, who is present in almost all companies, reports to the Sales Manager.

11

Vocabulary and comprehension exercises

Ex.1. Fill in the gaps with the words from the above text:

1. The head of the company is called ....

2. The company is run by ....

3.... is in overall control of the departments. 4.... is responsible for strategic planning and decision making. 5.... is in charge of the department's day-to-day running. 6. ... reports to the Sales Manager.

Ex.2. Complete the organisation chart from the information provided in text C.

CHAIRMAN

Departments each headed by a Dreclot

.—4 1 Н ' Administration			!_ L.		-Ч 1 — — Purchasing 1 •	-i 1 Transport			Personnel
-
			;-,-	.- * -.'•>' Г* ' ; • * » ;	'. s.-.1 , ".''?• ''-x.; • ••.'...' '"> -?rr' -о: я'; ••;:oi1-:-:.' т •- ;/ ; •.
Accounts
									Legal
					— i
Production		.					••-! Re Devi (* — j 1 —
				— :• c.i — l —	. l Sales & Marketing — i 1 1				& 'lopment 1 & D)

Ground plan of Headquarters

Functions

example o) personnel in sates •Department

Ex.3. Big companies employing a large workforce have a complex internal structures, with separate specialist departments in charge of different functions. There are 9 such departments at this company headquarters. Match each function with the department responsible for it.

1. carries out market research

2. works with the factory unit

3. runs the mail room for all incoming and outgoing correspondence

4. draws up contracts

5. operates the firm's lorries, vans and cars

6. works to improve the firm's product range

7. responsible for recruitment and selection

8. pays wages and salaries

9. in charge of the welfare of the employees

10. includes data processing services

11. advises on corporate regulations

12. arranges delivery of goods to customers

13. organizes the activities of the sales representatives

14. provides office services,such as typing and photocopying

15. creates new products

16. keeps a record of all payments made and received

17. brings the firm's goods and services to the attention of potential customers

18. organizes training courses

19. orders all supplies needed by the firm

20. organizes quality control to maintain product standards

12

13

Ex.4. Fill in the gaps with the words in the box

j accountants, wages clerks, clerks, operators, switchboard operators, j reps, quality controllers, supervisors, secretaries, receptionist, buyers

1. The employees responsible for carrying out general office duties , filling in forms and keeping statistics are ....

1. The employees who sell a company's products are ... .

2. The employees who decide what to purchase , and who make the purchases of finished goods or components to be made into goods, are the ...,

3. The employees who are responsible for seeing that the finished goods are well made are the ....

4. The clerical workers who use typewriters and word processors and who produce letters, memos or other documents, are ....

2. The employees who check a company's financial affairs are the ....

5. The employees who are responsible for preparing checks, pay packets and payslips are the ... .

6. The workers who process data, under the control of managers and supervisors, are the computer....

7. The person who greets a visitor and tells him or her how to get to the right office is the ....

10. The employees who deal with a company's telephone calls are the ... .

controllable factors to meet standards

product life cycle

to cover costs

direct mail

sale

range of goods

to negotiate the sale and purchase

current suppliers

compelling offer

take business away from smb.

to set the price for

Text A

Topical vocabulary

marketing

salesmanship

market of multiple choice

to satisfy /meet customer needs

to provide benefits

competitor

to supply reliably

to catch up product development offerings

business activities

to promote = to facilitate

promotion

promotion selling

marketing research

market research

marketer

to be guided by

ultimate objective

to generate /make profit

diversity = variety

industrial goods

tangible

Units MARKETING

- маркетинг, создание рынков сбыта или спроса

- навязывание, проталкивание товара

- рынок широкого ассортимента товаров, рынок конкурентного товара

• удовлетворять потребности покупателей

• зд. обладать преимуществами

• конкурент, соперник

• надёжно (бесперебойно) удовлетво­ рять спрос

• догонять, «наступать на пятки»

• разработка изделия

• предлагаемые товары и услуги

• предпринимательская деятельность

• содействовать, облегчать

• зд. продвижение, проталкивание товара

• продажа с целью рекламы

• изучение проблем сбыта

• обобщение данных о конъюнктуре рынка

• маркетолог

• руководствоваться чем-либр

• конечная цель

• получать прибыль

• разнообразие, многообразие; ассортимент

• продукция производственно-техниче­ ского назначения

• реальный

• управляемые факторы

• отвечать требованиям, соответство­ вать стандартам

• жизненный цикл продукта

• покрывать расходы

• прямая почтовая реклама

• распродажа ассортимент товаров

вести переговоры по поводу продажи и покупки

- поставщики, действующие в данный период

-зд. притягательный, неотразимый товар

- вытеснить кого-либо с рынка устанавливать цену на...

Marketing is a new science. What has been around previously is the art of salesmanship. Salesmanship is the art of manufacturing something and making another person want it. Marketing is the art of finding out what the other person wants and then manufacturing it for him.

In a market of multiple choice, it's no longer sufficient to produce a product and show your customers that it satisfies their basic needs. You must show them it provides benefits other products fail to provide, that it can be supplied at a competitive price and above all, supplied reliably. But in this fastchangmg world, competitors catch up more quickly than ever. Preferences that consumers have for this or that product work for shorter and shorter periods*. So companies need to be constantly engaged in product development, if they wish to grow and make profits.

Multiple choice for the consumer is the motor that drives the marketing vehicle.

The only reason why customers buy products or services is because they have a need for them. If they buy those of a given company it is because its offerings satisfy their needs better than those of its competitors do. Hence, an important role of marketing is to understand what the needs of customers are and then to undertake the necessary actions to satisfy those needs better than competitors do.

what has been around previously is - раньше было

references... work for shorter and shorter periods - предпочтение... меняется всё чаще

20

21

Text В

Marketing includes all the business actiyitie_s connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution On the one hand , marketing is made up of such activities as transporting, storing and selling goods, and on the other hand it includes such marketing operations as product planning, marketing research, pricing and promotion selling.

In all these activities , marketing is guided by ^wg__basic_pn_ncipl&s: the satisfaction of customer needs and profitability. The ultimate objective of a business corporation is to generate profits. Satisfying customer needs is a I necessary condition to achieve this objective, but it may not be sufficient. The corporation must select not only the customer needs which it will satisfy, but also the actions that it should undertake to this end, in such a way that the firm is profitable

Different business corporations operate in a very large diversity of sectors such as soft drinks, detergents, Pharmaceuticals, electric appliances, automobiles, computers, electronic components, machine tools, banking, insurance, airlines and telecommunications, to name but a few*. It is evident that these different marketing sector^ require different types of knowledge and activities So, in marketing it is customary* to organize these various sectors into three broad groups; consumer goods, industrial goods and services.

Consumer goods are products bought by individual consumers and households. From the above list, soft drinks, detergents, Pharmaceuticals, electric appliances and automobiles belong to this category.

Industrial goods are products bought by corporations or institutions such | as schools or hospitals. From the above list, computers, electronic components and machine tools belong to this group. Another expression used for this category is «business-to-business» marketing.

Inserwces sector, what is bought by a client is mainly not a tangible product but a service. Banking, insurance, airlines and telecommunications belong to this group.

The boundaries between these categories are not always clear cut.* Most products are sold with some form of service (e.g. automobiles), and most services are sold with some form of tangible items (e.g. restaurants); the same products (e.g. computers) can at the same time be consumer goods when they are sold to an individual and industrial goods when they are sold to a corporation.

Marketing research is very important for a marketer and helps him to determine what customer needs are. The most important branch of marketing research is demand analysis. Marketing experts have developed techniques for determining the needs of prospective customers. It is done by way of market segmentation. Every market can be divided into segments or, in other words, into separate groups of consumers. Use is made* of such demographic factors

22

like age income, educational background*, occupation, size of family, type of home and neighbourhood*, etc. Then there are psychographic factors: the customers' opinions and interests, hobbies, favourite sports, etc. Market segmentation facilitates product development, pricing decisions, distribution and promotion.

to rwne~buTa few - этот список можно продолжить

it is customary to organize - обычно подразделяют

clear cut-чёткие

use is made - используются

educational background - образование

neighbourhood - зд. местность

Text С

If you want to win a market you should be guided by four controllable factors - the FourP's. product, price, place and promotion (i.e. the item made for sale, how much it will cost, where it will be sold and what publicity* it will get).

The most controllable of these factors is the first «p» -product (service). The product must always perform the function for which it is intended and meet quality standards. However, in a world of rapid technological development customers are always looking for new products that do the job better, faster, more efficiently. All products and services have what is traditionally called «product life cycles». The stages of the product life cycle are: introduction, growth, maturity and decline. The length of product life cycle depends, first of all, upon the intensity of competition and the extent to which* the new product is an innovation or modification

Price. All products and all services have prices. The price depends on different things such as credit terms, delivery, quality and others. The price may be too high or too low to cover costs. Prices can be determined in different ways.For example, the prices for agricultural products can be decided in large central markets where forces of supply and demand exist. This is pure price competition.

The prices on industrial goods (iron, steel, etc.) are usually decided by large companies. Prices also can be set by the government. If demand increases, prices rise, profits expand and new investments are attracted.

ff^a(-g includes location of production and distribution. The place to see

your product could be in dealer's showrooms or directly from the factory. Catalogs,

ect-mail coupons, telemarketing with telephone sales can be of great help to

">ow your goods to the consumer. Every year a lot of national, international and

cialized exhibitions and fairs are held in different countries of the world. The

, isplay during these exhibitions includes a wide range of industrial and consumer

xls which show the latest production achievements. At international and

23

national exhibitions commercial centres are established where participants can negotiate the sale and the purchase of different goods.

Promotion includes all forms of marketing communication: advertising, direct mail, customer service, image, special events*, sales, etc. Promotion is the most complex thing - how to select and divide your market according to the type of product, its price and where it will be available. Each group of population has its own values to which you want your product to appeal*.

If you want to market your product for the first time you may find the task difficult. The international market is very competative, with very many manufacturers chasing the same customers. It is very difficult to take business away from current suppliers. To be successful, the newcomer must have a compelling offer to make the customer switch to his product.

publicity ~ освещение (реклама) в средствах массовой информации

to which extent - в какой степени

events-зд. мероприятия

to appeal - зд. соответствовать

TextD

Marketing and promotion involves letting potential customers know about a new product both before it is made and after it becomes available for sale, Advertisements in the local and national press and exhibitions in areas where there is likely to be* a good market are among the ways* in which this is done. The choice of media for the advertisements - magazines, newspapers, radio and TV - and of location for exhibitions is made as a result of thorough market research, so that money (all marketing departments have tightly controlled budgets) is spent where it is most likely to produce results.

The advertising copy*, usually provided by a specialist copy-writer and set out by a designer to have the most impact, is probably the most common form of promotion, although the way in which stands are set up at exhibitions is also extremely important. « News» items * leaked to trade magazines are also important - and they are free.

there is likely to be - наверняка будет

are among the ways - это только некоторые способы

advertising copy - рекламный текст

«news» item - газетная заметка под рубрикой «новости» /«новинки»