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6. Answer the following questions.

  1. What is marketing in a broad sense?

  2. What is the dictionary definition of marketing?

  3. What is the aim of marketing?

  4. What is the basic marketing tool?

  5. What is market segmentation?

  6. Why is it important to be a professional in the marketplace today?

7. Get ready to discuss the following.

The whole marketing system affects every aspect of our lives. We are all involved in marketing. Is it really so? Give your examples.

Read Text B using the dictionary and do the following tasks.

1. Think of the title to the text.

2. Make up 5-6 questions of different types.

3. Give a short summary of the text.

Text B

A basic decision in marketing products is branding, in which an organization uses a name, phrase, design, symbols or combination of these to identify its products and distinguish them from those of competitors.

A brand name is any word, “device” (design, sound, shape or colour), or combination of these, used to distinguish a seller’s goods or services. Some brand names can be spoken, such as a Big Mac hamburger. Other brand names cannot be spoken, such as the rainbow-coloured apple (the logotype or logo) that Apple Computer puts on its machines and in its ads.

A trade name is a commercial, legal name under which a company does business. A trademark identifies that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others from using it.

Branding policy is important not only for manufacturers but also for retailers and consumers. Retailers value branding because consumers shop at stores that carry their desired brands. Consumers may benefit most from branding. Recognizing competing products by distinct trademarks allows them to be more efficient shoppers.

Unit 13. My Major. Managament

Pre-reading activities

1. Practice the pronunciation of the following words.

experience [Ik'spIqrIqns], antiquity [1n'tIkwItI], appropriateа[q'prq4prIIt], current ['k0rqnt], authority [O:'T2rItI], society [s ‘sai ti].

2. Memorize the words.

  1. root n – корень

  2. antiquity n – древность

  3. experience n – опыт

  4. concern v – касаться

  5. appropriate a – соответствующий, подходящий

  6. current a – текущий

  7. society n – общество

  8. responsibility n – ответственность, обязанность

  9. obligation n – обязательство, обязанность

  10. authority n – власть, полномочие

  11. remedy n – средство, лекарство

  12. superior n – начальник

  13. smoothly adv. – гладко, плавно

  14. choice n – выбор

  15. make decisions – принимать решения

3. Answer the following questions before you read Text A.

  1. Why have you chosen the School of Management?

  2. What functions do managers usually fulfill?

  3. What qualities must a good manager possess?

Read Text A and fulfill the tasks which follow.

Text A

Management

Management is a new science though it has its roots in antiquity. Only during the 20th century management has made the transition from a technology based on experience to a science based on a system of laws.

We all are involved in managing because we constantly make decisions concerning how to spend or use our resources. So management is the art and science of making appropriate choice.

By definition management is a function of planning, organizing, coordinating, directing and controlling. Our society is made up of all kinds of organizations, such as companies, government departments, hospitals, schools, libraries and so on. In all these organizations, there are people carrying out the work of a manager. The role of the manager today is very important. First of all he must have a good understanding of management principles, he must possess the ability to analyze complex problems, he must be able to assess the current issues and to adapt to economic, political, social and ecological system in which we live.

In most companies, the activity of a manager depends on the level at which he/ she is working. Top managers will be more involved in long-range planning, policy making, and the relations of the company with the outside world.

Middle management and supervisors are generally making the day-to-day decisions which help an organization to run efficiently and smoothly.

To be a successful manager you must know your responsibility and authority. Responsibility is the obligation to carry out a task. Authority is the right to act in the name of a superior in an organization. Successful managers are people who command the respect of workers and who set high standards.

Management ability does not come automatically. The remedy for this is training and experience.