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- •Издательство
- •Ж.Г. Аванесян
- •Для экономистов
- •Isbn 978-5-370-00797-2
- •Учебное издание Редактор л.Н. Волкова Корректор ал. Воробьева Компьютерная верстка к.С. Шахалина, о.Н. Баканковой
- •Отпечатано в полном соответствии с качеством предоставленных лиапозитипов вОао «Дом печати - вятка». 610033. Г. Киров, ул. Московская, 122
- •Isbn 978-5-370-00797-2
- •Business success stories of all time
- •Предисловие
- •Basics of economics
- •Essential Vocabulary
- •Exercises
- •9 * Before you listen to Dialogue No 2 match the expressions in the left column with their translation in the right one.
- •10. Workers questioned rated job as more
- •Words and Expressions
- •Types of businesses
- •It is important to realise that a business will have other aims. These include:
- •Essential Vocabulary
- •Corporate combinations
- •Words and Expressions
- •Multibillion-dollar corporate mergers occurred
- •Market structure
- •Essential Vocabulary
- •Exercises
- •Essentials of marketing
- •Essential Vocabulary
- •Interest-free - беспроцентный
- •Exercises
- •Marketing mix in action
- •Isolated by (3) - dividing a market into
- •Words and Expressions
- •Notes to Quotations
- •Pricing policy
- •In addition to adopting particular pricing method, a firm can also follow a number of pricing strategies or tactics. The more common of these include:
- •Exercises
- •Input in this sector is relatively small, second sawa intends to conduct a competitive pricing policy with
- •Selling price for a finished product
- •Demand, supply and market equilibrium
- •Words and Expressions
- •Insurance premium - страховые взносы
- •Irregular demand - неравномерный спрос
- •Consumers are hesitating to buy
- •Robotics and technological change
- •Goals of advertising
- •Introduce a new product or a new price schedule.
- •Essential Vocabulary
- •Increase sales увеличить объем продаж
- •Exercises
- •Impact on a product's sales but the exact effect is uncertain.
- •Advertising media
- •Words and Expressions
- •Advertising
- •In general the advertising of a particular product or service during a particular period of time is called an advertising campaign.
- •Sales promotion
- •Essential Vocabulary
- •Exercises
- •Discussing a promotional campaign
- •Distribution and sales
- •Words and Expressions
- •Personal selling
- •Notes to Quotations
- •The financial objectives of the business
- •In return for - в оплату за
- •Injection of funds вложение капитала
- •Internal finance - внутреннее финансирование
- •Exercises
- •Planning a new business
- •The financial control of the business
- •Words and Expressions
- •Interest charges - расходы по уплате процентов; процент по займам
- •The functions of money
- •Essential Vocabulary
- •Exercises
- •The history of american money and ranking
- •5* Before you listen to Talk No 1 use Glossary to match the words and expressions below with their definitions.
- •What Is a Gold American Eagle?
- •12 Federal Reserve banks, each representing a section
- •Inability to control credit during the 1920s. (15)
- •5,100 Banks failed, some 4,000 in 1933 alone.
- •Industry. Today, Americans have a wide choice of financial
- •Institutions where they are offered a variety (30)
- •Words and Expressions
- •Insurance payment - страховой платеж
- •Installment loan - ссуда с оплатой в рассрочку
- •Interest rate - процентная ставка
- •Usually run from one to five years
- •4. As long as the company does well the profits will be very high.
- •7 Английский язык для экономистов
- •Bill gates and microsoft corporation
- •Essential Vocabulary
- •Information technology - информационные технологии
- •Exercises
- •5* Before you listen to Talk No 1 use Glossary to match the words and expressions below with their definitions.
- •Isaakson did not start at the top of (4) . She
- •In 1980 she founded a (6) research and con- sulting firm Future Computing.
- •In 1981 Isaakson learned of ibm's plans to market a new personal computer. In a published report she predicted that the ibm pc would have a dramatic effect on the
- •Instant success а. Приводить в восторг, очаро-
- •Honorary degree вывать
- •In 1976, he (2) a television station, wtbs,
- •Corporation
- •In 1929, Ford, General Motors and the newly formed Chrysler Corporation - known then and now as the Big Three - accounted for 80 percent of the market.
- •Words and Expressions
- •Chapter two
- •Chapter three
- •Chapter four
- •I mean: show cards, special display stands — where we can
- •Относительная стоимость
- •Подсчитывать прибыли и убытки
- •Налоговые поступления
- •Задача бухгалтерского учета
- •Накапливать состояние
- •Не поддаваться износу
- •Чеканить монеты
- •Стабильность ценности
- •Долговечность
- •Chapter ten
- •In 1963, she decided to form her own direct-sales cosmetics company. Mary Kay built a new corporate culture based on the education, participation, and authority of women. I
- •In 1966, she decided to rebuild her personal life. She married Mel Ash, a businessman whom she had met on a blind date.
- •In 1928, Walt Disney produced a mouse character Mickey Mouse which was an overnight success and changed animation forever. As Mickey's creator Disney became a celebrity.
- •In 1952, he came up with an idea to build an amusement park, that would be entertaining for adults as well as for children. 1
- •10 Английским ялы к для 'jkohovmctOn
- •11 Am минский язык для экономистов
- •Increase or decrease the quantity supplied, eminent domain: the right of governments to take private
- •Interview: a formal meeting in which someone asks you questions to find out if you are suitable for a job, course of study, etc.
- •Inventory: stock of goods held by a business.
- •Investment: placing of money so that it will increase in value or
- •Incomes regardless of size.
- •Vaults.
- •Income is divided by common stock equity, revenue tariff: tax on imports designed to raise money for the
- •Identify a product, service or company, trade-off: giving up one thing in order to obtain something
Essential Vocabulary
allot v - предоставлять, выделять;
bonus pack - набор, содержащий дополнительные товары
в качестве премии, за которые не взимается плата brand п - торговая марка
branding п - снабжение товара торговой маркой catch the eye - попасться на глаза, привлечь внимание check out и подсчитать стоимость всех покупок и выбить
чек (в магазине самообслуживания) check-out п = check-out area - касса (место, где производятся расчеты в магазине самообслуживания) contest п - конкурс, соревнование
coupon п - премиальный купон (определенное количество купонов дает покупателю право на вещевую премию)
display allowances - скидка (магазину) для компенсации расходов на организацию выставки товара
display materials - материалы для выставки и рекламы товаров (рекламные щиты, плакату, фотографии и др.)
format п - правила игры, проведения соревнований
game slip п - игровой купон
incentive п - побуждение, стимул
induce v ~ побуждать, склонять, убеждать
merchandising п - искусство сбыта; усилия, необходимые для сбыта товара
objective п - цель
packaging п - упаковка
pick over v - отбирать (лучшие экземпляры); выбирать
point-of-sale materials = POS materials - материалы для выставки и рекламы товаров (рекламные щиты, плакаты, фотографии и др.) на месте продажи товара
premium п - премия, приз
pricing promotion - ценовое стимулирование
push п - настойчивая реклама; проталкивание, раскручивание (какого-л. товара и т. п.)
push money — деньги на стимулирование сбыта
run competitions - проводить соревнования
sample п - образец
sampling п - стимулирование продаж путем распространения бесплатных образцов товара
shelf space - пространство, выделенное для размещения товара на полках магазина
shopping basket - корзина для отбора товаров (в магазине самообслуживания), покупательская корзина
trading stamps - бумажные марки с объявленной стоимостью (накопление некоторого количества марок дает покупателю право бесплатного приобретения товара из ассортимента того магазина, где получены марки)
Exercises
|* Translate the following words and word combinations or find Russian equivalents.
range of activity
to encourage customers
promotion efforts
buy two and get one free
brand awareness
to increase shelf space
pricing promotion
point-of-sale materials
sales meeting
10. monetary incentive
Translate the following sentences into Russian
The objective of most sales promotion efforts is to increase sales.
The packaging of products has undergone a revolution in recent years.
This method is often called the 'silent salesman' or 'selling through technique4.
The prizes to be won are very attractive.
The best or prime selling spots in a supermarket are the check-out areas.
Fill the gaps in the sentences below with the words and expressions from the box. There are two expressions, which you don't need to use.
game slips, brand awareness, sales campaign, shelf space, free samples, display allowances, special offer, increasing sales, packaging and design
Sales promotion is aimed at of a new prod- uct by a sales campaign persuading customers to buy.
Sales promotion efforts are aimed at increasing of the product.
The key elements of include colour,
size, display and brand of trademark.
are distributed free with a purchase to
encourage customers to purchase more frequently and more consistently.
One means of launching a new product is to provide of it to the customers.
Display allowances are offered to dealers to feature cer- tain brands or to allot them more .
are special monetary incentives for
dealers to stimulate greater push of the brand.
4* Find English equivalents for the following Russian expressions.
кампания по организации и стимулированию сбыта
цели стимулирования сбыта
бесплатный образец
специальное предложение
повысить узнаваемость торговой марки
привлечь внимание потребителя
покупательская корзина
наиболее выгодное место для продаж
методы стимулирования сбыта
10. скидка (магазину) для компенсации расходов на организацию выставки товара
5* Translate the following sentences from Russian into English.
Газеты пробовали использовать лотерею «бинго» для повышения тиража.
Внимание ребенка легко привлекается конфетами около кассы.
Супермаркеты, гаражи и туристические агентства часто проводят конкурсы для повышения эффективности сбыта.
Стимулирование сбыта часто принимает форму побуждения, например «купи два и получи один бесплатно».
Средства стимулирования сбыта должны помочь дилерам действовать более эффективно.
5 Английский язык для экономистов
Unit 2, LISTENING