- •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
Points for Discussion
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Distinguish between macro- and micro-marketing. Then explain how they are interrelated, if they are.
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Distinguish clearly between mass marketing and target marketing. Use an example.
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Distinguish clearly between a marketing strategy and a marketing mix. Use an example.
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Identify the strategy decisions a marketing manager must make in the advertising area.
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Discuss the relation of advertising objectives to marketing strategy planning and the kinds of advertising actually needed.
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Is it unfair to advertise to children?
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Is it unfair to advertise for unnecessary products?
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Is it unfair to criticize a competitor’s product in an ad?
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What are the advantages and disadvantages of using famous people in advertising?
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How can endorsing a product be bad for a celebrity’s reputation?
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Work in pairs. Consider these products. Which methods are used to promote them? Which methods would probably not be suitable? Use the information given in the previous exercise.
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new houses an airline an exhibition coal |
a family hotel a magazine cigarettes petrol |
a conference centre computers rail travel a circus |
cheese bicycles medicines a zoo |
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Can a poor product be made successful by clever marketing techniques? Can you think of any examples?
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What advertising campaigns are famous in your country?
Ex. 16. Fill in the gaps in the passage below. To help you, the first letter or letters of the missing words are given.
The dictionary defines “advertise” as “to make (something for sale, services offered, etc) known to the public”. Advertising can therefore be considered a form of com_ _ _ _ _ _ _ _ _ _(1), the ultimate aim of which is to per_ _ _ _ _(2) consumers to choose a specific product or service. Every company tries to di_ _ _ _ _ _ _ _ _ _ _(3) its products from those of the competition, and a key element here is the strategy of branding. A b_ _ _ _(4) can be defined as the name attached to a product or service, how that name is visually expressed through a I_ _ _(5) and how that name and logo are extended throughout a company's communications.
Ex. 17. Circle the word that does not belong in each horizontal group.
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1) 2) 3) 4) 5) 6) 7) 8) |
promotion; clause; slogan; star; to endorse; computer; publicity; to plummet; |
export; client; fee; executive; to afford; television; image; to fall; |
pricing; contract; money; actor; to promote; commercial; reputation; to rise; |
packaging; brochure; pay; celebrity; to support; advertisement; agent; to drop. |
Ex. 18. Match the words on the left with the words on the right to make compound nouns which are commonly used in advertising. You may need a dictionary to help you. After you have completed the exercise, give a brief definition of each compound noun.
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e) research ____ f) mail _____ g) promotion _____ |
Ex. 19. Complete the text with the words below.
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adding capturing differentiating gaining giving helping opening |
Advertising does not work in the same way as a sales pitch. Very little advertising tries to persuade anyone to buy immediately. Advertising has to motivate customers to take further action, such as making a telephone call or visiting the shops.
Creative advertising offers many benefits and helps businesses to meet their objectives by:
1. Gaining the attention of the audience.
2. ________ their imagination.
3. ________ their minds to your sales messages.
4. ________ your products and services from all others.
5. ________ them a reason to choose you.
6. ________ value to your products and services.
7. ________ the audience to remember your products / services.
Ex. 20. Complete the table with the words in the box. Can you think of other words? Use a dictionary to help you.
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directories run commercials exhibition point-of-sale target press |
persuade mailshots public transport billboards/hoardings posters endorsement jingles |
promote place launch word-of-mouth research slogans sponsorship |
cinema free samples leaflets radio sponsor television publicise |