- •Английский язык основы ведения бизнеса для студентов, слушателей магистратуры и вшмб
- •Содержание
- •Введение
- •Company structure Key Vocabulary
- •Warming Up
- •Intensive Reading company structure
- •Us Company Structures
- •Functional Organization Example
- •Product / Project Organization Example
- •Matrix Organization Example
- •Typical Organizational Structure for us Corporations
- •Extensive Reading some functions & responsibilities Board of Directors
- •Personnel Manager
- •Marketing Manager
- •Pr Officer
- •R & d Manager
- •Discussion
- •Exercises:
- •Buckley watts plc Internal Telephone Directory
- •Ground Plan of Headquarters
- •The Philips People
- •The Philips Company
- •Recruitment Key Vocabulary:
- •Warming Up
- •Intensive Reading recruitment and selection
- •Extensive Reading bait for the headhunters
- •Pass the word around if you have itchy feet
- •Discussion
- •Exercises:
- •Accountant
- •Marketing specialist
- •Pa/secretary
- •Receptionist/ telephonist
- •Как выбрать агентство по подбору персонала
- •Interview
- •How to shine at a job interview
- •Interview assessment
- •Business skills
- •The Letter of Application
- •Layout of the letter
- •Number of building and name of street, road, avenue;
- •International business styles Key Vocabulary
- •Warming Up
- •Intensive Reading Text 1 cross-cultural management
- •Text 2 styles of execution
- •Extensive Reading the japanese approach to business
- •Comprehension
- •Exercises:
- •Motivating a multinational team
- •Solving problems Mr. Carroll ― Department Head
- •Бизнес, язык и культура
- •Discussion
- •A. Over to you
- •Parkland Findings
- •Case Study
- •Cultural differences
- •1) In groups, read each of the four case studies. Choose one and discuss what you think caused the problem or misunderstanding.
- •2) Present your interpretation of the case to see if the rest of the class agrees with it. Could these situations cause conflict or misunderstanding in your country?
- •Role Play Giving and asking for advice.
- •Examples:
- •Business skills meetings
- •How to use people's names
- •Arranging a meeting
- •Formal meetings
- •Taking the minutes
- •Members of the Committee
- •Some useful language for participating in meetings
- •Language practice
- •Role Play meeting
- •Texts for discussion Text 1
- •Make meetings work for you
- •Running a Meeting
- •Attending a Meeting
- •Pitfalls of international meetings
- •Discussion How to prepare for international meetings.
- •Retailing and wholesaling Key Vocabulary
- •Warming Up
- •Intensive Reading retailing
- •Wholesaling
- •Extensive Reading Text 1 different kinds of retailers
- •Text 2 comeback and future of wholesalers
- •Text 3 tying in an asset
- •Points for Discussion
- •Exercises:
- •Оптовая и розничная торговля
- •Over to you
- •Case Study
- •Franchising Key Vocabulary
- •Warming Up
- •Intensive Reading franchising
- •Types of Franchises
- •Risk in Investing in a Franchise
- •Extensive Reading franchising makes sense for firms who find that local businessmen know best how to exploit their areas
- •Comprehension
- •Exercises:
- •Monopolistic Competition and Food Franchising
- •Over to you
- •Conduct a Self-Evaluation
- •Role Play Student a
- •Perfect pizza Free delivery
- •Budget rent a car Budget Rent a Car International Inc.,
- •41 Marlowes, Hemel Hempstead, Herts. Hp1 1ld.
- •Marketing and advertising Key Vocabulary
- •Warming Up
- •Intensive Reading marketing
- •Marketing Mix
- •Warming Up
- •Advertising
- •Advertising Media
- •Extensive Reading Text 1 finding the right international mix
- •Text 2 making brands work around the world
- •Text 3 outdoor advertising ― a breath of fresh air
- •In praise of the tv commercial
- •Exercises:
- •Points for Discussion
- •Advertising
- •Discussion
- •Role-Play: Meeting
- •Pierre and Silvana
- •Account executives
- •What do you think?
- •Case study
- •The stock exchange Key Vocabulary
- •Warming Up
- •Intensive Reading the stock exchange
- •Extensive Reading how securities are settled
- •How to sell
- •The history of the stock exchange
- •Before Big Bang
- •The Changes
- •New Technology
- •Comprehension
- •Exercises:
- •Business skills
- •Literature
Tel.
0442
218027
Fax.
0442
230757
Type
of business:
vehicle rental
Applications invited: yes
Availability:
North-West England and Scotland
Company established: 1966
Number
of outlets in the UK:
company owned 41, franchised 119
Number
of outlets worldwide: 3,300
Working
capital: £50,000
Liquid
capital requirement: £75,000
Initial
franchise fee:
£25,000
On-going
fees:
management services fee 71/2%,
marketing/advertising
levy: 2 1/2%
Typical
outlet, projected turnover: year
1 ― £150,000, year 2 ― £240,000, year 3 ― £300,000
Typical outlet, projected
profit/(loss):
year 1 ― (£20,000), year 2
― break-even, year 3 ― £10,000-£20,000
Period
of contract: 5
years
BFA
membership: full
Budget rent a car Budget Rent a Car International Inc.,
41 Marlowes, Hemel Hempstead, Herts. Hp1 1ld.
Marketing and advertising Key Vocabulary
Advertising ― any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.
Advertising agencies ― specialists in planning and handling mass selling details for advertisers.
Advertising managers ― managers of their company’s mass selling effort in television, newspapers, magazines, and other media.
Branding ― the use of a name, term, symbol, or design — or a combination of these — to identify a product.
Comparative advertising ― advertising that makes specific brand comparisons using actual product names.
Competitive advantage ― means that a firm has a marketing mix that the target market sees as better than a competitor's mix.
Competitive advertising ― advertising that tries to develop demand for a specific brand rather than a product category.
Competitor analysis ― an organized approach for evaluating the strengths and weaknesses of current or potential competitors' marketing strategies.
Cooperative advertising ― middlemen and producers sharing in the cost of ads.
Copy thrust ― what the words and illustrations of an ad should communicate.
Corrective advertising ― ads to correct deceptive advertising.
Direct marketing ― direct communication between a seller and an individual customer using a promotion method other than face-to-face personal selling.
Direct type advertising ― competitive advertising that aims for immediate buying action.
Facilitators ― firms that provide one or more of the marketing functions other than buying or selling.
Indirect type advertising ― competitive advertising that points out product advantages ― to affect future buying decision.
Institutional advertising ― advertising that tries to promote an organization’s image, reputation or ideas ― rather than a specific product.
Macro-marketing ― a social process that directs an economy’s flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes the objectives of society.
Market ― a group of potential customers with similar needs and sellers offering various products ― that is, ways of satisfying those needs or a group of sellers and buyers who are willing to exchange goods and/or services for something of value.
Market development — trying to increase sales by selling present products in new markets.
Market-directed economic system — the individual decisions of the many producers and consumers make the macro-level decisions for the whole economy.
Market growth ― a stage of the product life cycle when industry sales are growing fast ― but industry profits rise and then start falling.
Market maturity ― a stage of the product life cycle when industry sales level off — and competition gets tougher.
Market penetration ― trying to increase sales of a firm's present products in its present markets — usually through a more aggressive marketing mix.
Market segment ― a relatively homogeneous group of customers who will respond to a marketing mix in a similar way.
Market segmentation ― a two-step process of (1) naming broad product-markets and (2) segmenting these broad product-markets in order to select target markets and develop suitable marketing mixes.
Marketing concept ― the idea that an organization should aim all its efforts at satisfying its customers — at a profit.
Marketing ethics ― the moral standards that guide marketing decisions and actions.
Marketing management process ― the process of (1) planning marketing activities, (2) directing the implementation of the plans, and (3) controlling these plans.
Marketing mix ― the controllable variables that the company puts together to satisfy a target group.
Marketing plan ― a written statement of a marketing strategy and the time-related details for carrying out the strategy.
Marketing programme ― blends all of the firm's marketing plans into one “big” plan.
Marketing research ― procedures to develop and analyse new information to help marketing managers make decisions.
Marketing research process ― a five-step application of the scientific method that includes (1) defining the problem, (2) analysing the situation, (3) getting problem-specific information, (4) interpreting the data, and (5) solving the problem.
Marketing strategy ― specifies a target market and a related marketing mix.
Mass marketing ― the typical production-oriented approach that vaguely aims at “everyone” with the same marketing mix.
Micro-marketing ― the performance of activities that seek to accomplish an organization's objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client.
Packaging ― promoting and protecting the product.
Pioneering advertising ― advertising that tries to develop primary demand for a product category rather than a specific brand.
Place ― making products available in the right quantities and locations ― when customers want them.
Primary demand ― demand for a general product idea, not just the company’s own brand.
Product advertising ― advertising that tries to sell a specific product.
Product life cycle ― the stages a new product idea goes through from beginning to end.
Promotion ― communicating information between seller and potential buyer to influence attitudes and behaviour.
Target market ― a fairly homogeneous (similar) group of customers to whom a company wishes to appeal.
Target marketing ― a marketing mix is tailored to fit some specific target customers.
Telemarketing ― using the telephone to “call” on customers or prospects.