- •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
Advertising
Media radio |
Methods Jingles |
Verbs persuade |
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Ex. 21. Choose the best alternative to complete the sentence. Look up any words you don't know
1. With effective advertising a company can become a ______ name.
a) house; b) household; c) housewife's; d) home.
2. We need an effective campaign to ______ our new product range.
a) fire; b) set out; c) set off; d) launch.
3. During the commercial ______, there was an advertisement for a new women's magazine.
a) break; b) breakage; c) pause; d) interval.
4. The first thing an ad must do is ______ the reader's eye.
a) trap; b) catch; c) find; d) reach.
5. We need a name for the product which will _____ to teenagers,
a) draw; b) attract; c) succeed; d) appeal.
6. They decided to do a mail ______ to get people interested in their holiday homes.
a) shot; b) shoot; c) trial; d) list.
7. All advertisers must obey the industry's ______.
a) practice code; b) code of practice; c) practical code; d) code word.
8. Advertising on television is very expensive during ______ viewing hours.
a) peak; b) high; c) audience; d) big.
9. We did a lot of research to ensure that the advertisement would appeal to the ______ audience.
a) aim; b) arrival; c) goal; d) target.
10. Newspaper advertising ______ for 45% of the total.
a) accounted; b) counted; c) comprised; d) came.
11. Advertisers look at each newspaper's ______ figures before deciding where to place their advertisements.
a) circular; b) population; c) circulation; d) revenue.
12. As part of our service we provide ______ display material.
a) selling point; b) point-of-sale; c) appointed; d) salesmanship.
13. If you advertise at airports, you have a ______ audience.
a) captured; b) slave; c) captivated; d) captive.
14. She does the art work while I write the ______ for each advertisement.
a) copy; b) copies; c) copyright; d) media.
Ex. 22. There are many ways of attracting customers to your product and of keeping your name in the public eye. Fill the gaps with suitable words from the list.
brochures catalogues contribute direct mail display effective extent |
hands-on image impact key accounts leaflets packaging |
point of sale press conference press releases public relations word-of-mouth publicity trademark |
recommend representatives reputation showrooms toll-free specific stand trade fairs and exhibitions |
1. Sales literature ― ______, ______ and _______ can describe your product in more detail and give more information than an advertisement. Potential customers can be sent ______ literature by post. 2.______ advertising ― displays in retail outlets (supermarkets, chain stores, etc) can attract the attention of potential customers. 3. ______ ― labels and presentation increase the ______ of your product. 4. Sponsorship ― you can ______ to the cost of a sporting or artistic event, where the brand name or ______ of your product is displayed prominently. 5. ______ ― potential customers can come to your premises and see a ______ or a demonstration of your products and get ______ experience. 6. ______ ― your company takes a ______ or mounts an exhibit to enable customers in the same trade to see your products and talk to your ______. 7. ______ ― the public are informed of a new development through newspaper articles. You can inform the press by issuing ______ or by holding a ______, so that reporters can question your spokesperson. 8. ______ ― PR can ensure that your firm keeps a high profile, and that people are aware of your good ______ and attractive ______. 9. ______ ― existing customers tell their friends or colleagues about your product and hopefully ______ it to them, so that they want to buy it. 10. Telephone selling ― your staff can call customers, or customers can call a ______ number to request sales literature or ask for ______ information. 11. Personal selling ― your rep can visit customers: this is the most ______ method of promotion, but also the most expensive. Travelling to meet a prospect may not always pay off. Your ______ would be visited frequently. 12. If you are marketing a service it must be “visible” ― your prospective customers must be fully aware of the ______ of your service and its benefits.
Ex. 23. Translate into English.
Люди, занятые рекламными исследованиями и сбором фактов, должны знать статистику и психологию потребителя. Для работы в средствах массовой информации необходимо уметь планировать и проводить сравнительную оценку того или иного средства.
Перспективы для работы.
Более 0,1 % населения США занято в рекламе, и ожидается, что их число будет быстро расти. Возможности для быстрого служебного роста в рекламе обычно выше, чем в большинстве других отраслей промышленности. Быстрота продвижения по служебной лестнице зависит здесь в основном от собственных усилий человека, а не от возраста и стажа работы.
Реклама представляет собой любую оплачиваемую форму представления и продвижения продукции, услуг или идей каким-либо конкретным человеком или организацией. Она процветает в основном в странах со свободной экономикой, ориентированной на получение прибыли. Это один из главных факторов ускорения сбыта товаров, способствующий подъему жизненного уровня. Реклама не может превратить плохой товар или услугу в хороший. Однако то, что она может. сделать — и делает — это сообщает о старых и новых товарах и услугах. Поэтому три основные задачи рекламы ― это: (1) дать информацию о товаре или услуге; (2) создать для них приоритет; (3) стимулировать мысли и действия потребителя на их приобретение.
Работа в рекламе включает выполнение заказов рекламодателей, работу в средствах массовой информации, рекламных агентствах, снабжении или особых видах обслуживания.
Рекламодатели. B большинстве фирм, активно занимающихся рекламой, есть менеджеры по рекламе, или брэнд-менеджеры. Так как эти люди помогают координировать рекламную программу фирмы с ее торговой программой, а также с программой рекламного агентства этой фирмы, они должны обладать навыками как рекламного агента, так и менеджера.