Vocabulary

four step process qualified universe of potential users or buyers to capture the attention propositions desired action to purchase to download branding customer centered sets of activities universally recognized product specifications of the actual good or service end-user's needs pricing discounts promotion retailing use these variables to craft a marketing plan to require adjustments b2b marketing to reflect to convince sustainable competitive advan­tage to imply rationale approach there is no point to attest to commercial failures technological breakthroughs to pursue primarily options light bulbs

четырехступенчатый процесс избранная генеральная сово­купность потенциальных поль­зователей или покупателей завладевать вниманием предложения желаемое действие покупать, приобретать загружать брендинг, создание бренда ориентированный на потре­бителя направления деятельности повсеместно признаваемый товар спецификации (подробное описание) на реально сущест­вующий товар или услуги потребности конечного поль­зователя ценообразование скидки содействие в продаже розничная продажа использование этих перемен­ных для разработки маркетин­гового плана требовать корректировки маркетинг по принципу «биз-нес-к-бизнесу» отражать убеждать длительное конкурентное пре­имущество предполагать разумное объяснение подход бессмысленно свидетельствовать о чем-либо коммерческие провалы технологические прорывы искать, добиваться прежде всего опции, варианты для выбора электролампочки

6.2 Entrepreneurship

► Ex. I. Scan through the text. Restore the word order in the questions that follow and answer them.

Entrepreneurs and entrepreneurship. Entrepreneur is some­one who starts a company, arranges business deals, and takes risks in order to make a profit. Of course, to work for someone else is less trouble. Someone creates a job for you, gets orders, collects money from the clients and takes on the responsibility for making both ends meet. At night entrepreneur figures if he has enough money to write out your paycheque, pay the rent for the building, buy equipment and so on. On the other hand, en­trepreneurship gives you an incomparable sense of personal freedom. The quality of entrepreneurship is seen by many economists as an important explanation of differences in the rate of technical progress between countries. It has been argued that two countries undertaking similar amounts of investment leading to more or less identical rates of growth in the fixed assets will not necessarily show the same rate of technical pro­gress. In one country entrepreneurs may be undertaking enter­prise investment that has as its aim the introduction of the most advanced types of production techniques, those that will lead to a rapid growth of labour productivity. In the other, because of hesitation or ignorance, the investment program may lead only to marginal changes in productive processes; the resulting growth in labour productivity and Gross National Product will be small.

Entrepreneur - предприниматель; entrepreneurship - предпринимательство; rate of economic growth -темп экономического роста; argue - спорить (with, against - с кем-либо, about - о чем-либо); under­take - брать на себя; identical [ai'dentikal] - одинаковый; fixed assets - основные фонды; necessarily -обязательно; enterprise investment - вложение капитала в предприятие; introduction - введе­ние; techniques - технология; labour productivity - производительность труда; hesitation колебание; igno­rance - невежество; marginal - не­существенный; gross national product - валовой нацио­нальный продукт.

1) What is by the term "entrepreneur" meant? 2) What less trouble and why is? 3) What entrepreneurship can give you? 4) What the quality of entrepreneurship is seen by many economists as? 5) Are to show two countries undertaking simi- lar amounts of investment the same rate of technical progress? 6) In what country a rapid growth of labour productivity will take place? 7) When the resulting growth in labour productivity and Gross National Product will be small?

► Ex. //. Agree or disagree with the following statements.

1) Entrepreneur sets up a company. 2) Entrepreneur makes business deals. 3) Entrepreneur risks his neck in order to make a profit. 4) Entrepreneur introduces new types of legal techniques. 5) Entrepreneur leads his company to a slow growth of labour productivity. 6) Entrepreneur must not be doubtful or ignorant. 7) Investment is the money that people or organizations have put into a company, business, or bank in order to get a profit, or to make a business activity successful. 8) Labour productivity is the rate at which goods are produced, compared with the work, time, and money needed to produce them. 9) The GNP is the total value of all the goods and services produced in a country, including income from abroad. 10) Fixed assets may be divided into the following groups: I. Intangible; patents, goodwill, trade marks, etc. II. Tangible; land and buildings, plant and machin­ery, office equipment, etc. III. Investment; shares and loans to other companies.

► Ex. ///. Translate the following questions from Russian into English and answer them.

1) Предпринимательство - это форма деятельности в сфере производства товаров и предоставления услуг с целью по­лучения прибыли? 2) Предприниматель - это человек, за­нимающийся любым видом экономической деятельности, приносящей прибыль? 3) Предприниматель рискует, чтобы получить прибыль? 4) Предприниматель применяет новые технологии производства? 5) Рост компании зависит от де­ловой активности предпринимателя? 6) Трудно ли быть предпринимателем?

► Ex. /V. Complete the following statements. Choose one topic to speak about a) entrepreneurs; b) entrepreneurship. Retell the text Entrepreneurs and entrepreneurship.

1) Entrepreneur starts ... 2) Entrepreneur arranges ... 3) Entre­preneur takes risks ... 4) Entrepreneur creates ... 5) Entrepre­neur gets ... 6) Entrepreneur collects ... 7) Entrepreneur takes on ... 8J Entrepreneur writes out ... 9) Entrepreneur pays ... 10) Entrepreneur buys ... 11) Entrepreneurship gives ...