- •Протокол № 2 від 29.09.2008 р. Завідувач кафедри, доцент
- •5. Expressing Contrast.
- •8. Answer the questions.
- •Customers
- •Read and memorize the following words and word-combinations:
- •II. Read and translate the following text:
- •III. Match each of the words and expressions on the left with one of the definitions on the right:
- •IV. Complete the sentences:
- •V. Ask questions to the underlined words:
- •VI. Match the verbs on the left with the nouns on the right:
- •VII. Answer the questionnaire by putting yes or no at each point. Then read the comments below:
- •VIII. Read the following dialogue about a bank called First Direct and a multinational retailer called Marks & Spencer:
- •IX. Answer the questions to the dialogue:
- •X. Complete the summary:
- •XI. Find the opposites to the words in exercise XI, question 2:
- •XII. Complete the extracts from company brochures with the present simple or future form of the verbs in brackets:
- •XIII. These are all questions asked by guests at the Hotel Europe Star. Complete the gaps with a word from the box:
- •XIV. Speak about the role of customers in business. Discuss the attitude of the staff and the quality of the products or services. Competition
- •I. Read and memorize the following words and word-combinations:
- •II. Read and translate the text:
- •III. Answer the following questions to the text.
- •IV. Read about the Coca-Cola Japan Company and then work in pairs and discuss the market in your country.
- •V. Match the words and expressions on the left to the definitions on the right.
- •VI. Use one of the words or expressions from exercise V to complete the gaps in this text.
- •VII. Georgio Pujol is in France on a marketing and research trip for f&d Chemicals. This is a list of the things he must do this week.
- •VIII. Correct the mistakes in each sentence.
- •Troubleshooting.
- •Read and memorize the following words and combinations.
- •II. Read and translate the following text.
- •VII. Answer the question to the topic:
- •Placing in a Job
- •Read and memorize the following words and word-combinations:
- •III. Read and translate the text “Six Steps in Job Search”:
- •IV. While answering the questions identify for yourself:
- •V. Match the synonyms:
- •VI. Tick five the most important personal qualities for the position of a receptionist clerk; an accountant on the list below:
- •VII. What must you do to be successful in a job interview? Make a list under these headings:
- •VIII. Read some pieces of advice which will help you to bear your job interview successfully. Tick the points in your list that are mentioned:
- •Investigate: what company is like before you apply for the job.
- •IX. Say if these statements are true or false using the information from the text:
- •X. Answer the following questions:
- •XI. Using the facts from the text try to persuade your friend who feels anxious about a job interview to control his nerves. Give some recommendations.
- •XII. Read the passage and study the job abbreviations below; refer to them in the next task:
- •XIII. Read the ads of mini-resumes.
- •XIV. Choose the most appropriate ad for you. Use it as a pattern for your own mini-resume and write it. Company structures
- •I. Read and memorize the following words and word-combinations:
- •II. Read the following information:
- •III. Read and translate the text:
- •IV. Use this chart for describing the structure of a typical company:
- •V. Answer the questions:
- •VI. Complete the sentences with the following words: accountable, is responsible, under, report, parent, is accountable, are accountable, is in charge, is assisted, are supported:
- •VII. Ask questions to the underline words:
- •VIII. Complete the sentences with a preposition:
- •X. Match the following definitions to the groups of three words that you identified above:
- •XI. Match each of the words that you circled with the following definitions:
- •XII. Seven people are talking about their work. Read and decide which department each one works for:
- •XIII. Use this chart for describing the structure of a typical company:
- •XIV. Discussion:
- •If you are still studying:
- •Read and memorize the following words and word-combinations.
- •II. Read and translate the text.
- •III. Answer the questions to the text.
- •IV. According to the text, which of these phrases are typically used by men and which by women? Why?
- •V. Read what these four people say about what motivates them at work. Then tick the appropriate box in the table.
- •VII. Reorder these words to make correct sentences.
- •VIII. Write sentences from these notes using going to.
- •IX. Match the headlines (1-4) to the stories (a-d).
- •X. Speak about your objectives and your action plan for getting a job or promotion. Think about:
- •Corporate Etiquette
- •I. Read and memorize the following words and word-combinations:
- •II. Discuss these examples of bad manners. Which ones do you think are especially bad? Why?
- •IV. Read and translate the text:
- •V. Answer the following questions:
- •VI. Look at the following groups of words. Which word does not belong in each group?
- •VII. Add the following prefixes to the adjectives below to make words with the opposite meaning. Use a dictionary if necessary.
- •VIII. Use words from exercise V to complete the definitions:
- •IX. Read the information about business etiquette in such cities as Sydney, London and New York:
- •XI. Answer the following questions:
- •XII. Choose the most appropriate words in italics:
- •XIV. Work in small groups. Take turns to role-play the following situations:
- •A Company Visit
- •I. Read and memorize the following words and word-combinations:
- •II. Read and translate the following text:
- •III. Answer the questions to the text:
- •IV. Which workers normally do these things? Write answers and then compare with a partner:
- •V. Discuss the following questions:
- •VI. Practise the following dialogues. Pay attention to the phrases in bold type:
- •VII. Rearrange the conversations:
- •VIII. Complete the sentences with a preposition:
- •IX. Complete the sentences using the words in the box below. Use each word once only:
- •X. Choose an appropriate response:
- •XI. Write down a question for the following answers:
- •XII. Rewrite the following in another way. Refer to the dialogues:
- •Doing Business Meetings
- •I. Read the article below on meetings. Which of these statements would the writer agree with?
- •III. Here are some situations which you could describe as “meetings”. Match each situation to one of the five meetings:
- •IV. Learn useful words and expressions.
- •V . Match the expressions a-j below to the following things that a chairperson should do.
- •VI. Match the expressions a-1 below to the following things that participants should do.
- •VII. Read the mini – definition and write the words.
- •VIII. Complete the extract from a meeting with the expressions below.
- •IX. Work in small groups. Which of these things do you expect at a formal meeting and which at an informal meeting?
- •X. Read the conversation. Tick the items from the list above which they mention. Do you think that this is a formal or an informal meeting?
- •XI. Here are six phrases from the conversation above. Write them in the correct lines.
- •XII. Read the conversation again and answer these questions.
- •XIII. Read the second part of a conversation and answer these questions.
- •Doing business 2
- •XIV. Work in small groups and have a series of short meetings. Take turns to be chairperson.
- •Personal and Cultural Relations in Business
- •I. Read and memorize the following words and word-combinations.
- •II. Read the text.
- •III. Decide if these statements are true or false, according to the text.
- •IV. Answer the following questions.
- •V. Do the around the world quiz. Test your knowledge of international customs and etiquette. Choose the answer you think is correct. Give yourselves one mark for each correct answer.
- •VI. Underline the correct words.
- •VII. Choose the correct variant in each mini-dialogue.
- •VIII. Work in pairs. Make a dialogue in which you can express your opinion about different relations in the business world. What factors are the most important for you?
- •Management
- •1. Complete the article using the following words: initiative, organization, stamina, confident, accountable, leadership, judgement, communicate, integrity.
- •2. Complete the following sentences with these words:
- •Match up these verbs and nouns to make common collocations.
- •Do the exercise
- •Marketing
- •Supermarket strategies
- •VI. Advertising. Companies advertisements appeal to different groups of people:
- •VII. Advertising vocabulary. Read the clues and write the words in the spaces provided. Use the dictionary definitions below if necessary. Clues
- •Hidden word
- •VIII. Business Goal
- •I. Read and memorize the following words and word-combinations:
- •II. Read the text:
- •III. Answer the following questions:
- •IV. Read the examples of messages and then match the letters with the numbers. Pay attention to the phrases in bold type:
- •V. Fill in the blanks with the following phrases: it clashed with the World Cup finals; helped to make; I would like to apologise; Best regards; I am writing to thank you for:
- •VI. Complete the sentences with a preposition:
- •VII. Some of these phrases are used formally and some informally. Tick the correct column:
- •VIII. Rewrite the letter, substitute the phrases in bold type with more suitable ones for e-mail correspondence. Don’t hesitate to omit unnecessary information:
- •IX. Write the sentences in this letter in the correct order:
- •X. Tracey Smith, a colleague in another country, has sent you a sample page for a new website design. You want to make the following comment about it:
Marketing
In specialist textbook such as Kotler’s “Principles of Marketing” we can find such definition of it “a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”. So marketing is the process of studying the customer’s demand and then satisfying of that demand with quality products or services at competitive prices.
Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.
The various activities of the marketing process are referred to as the marketing mix and traditionally include the four Ps:
product (characteristics and features)
price (appropriate market price)
place (location and distribution of the product in markets).
promotion (communicating the products’ benefits). Promotion includes all forms of marketing communication: advertising, direct mail, customer service, image, special events, sales and the product or service itself. Promotion is the most complex thing – how to select and divide your market according to the type of product, its price and where it will be available. Each group of the population has its own values to which you want to make your product appeal).
Marketers must understand the complexities of the marketing environment before they can formulate marketing mix.
There are some ways of conducting market research. This could be “primary” data (information for a particular project) or “secondary” data (collected for many purposes and often used as a starting point). Different techniques are used for market research. We know such methods for “primary” data as the interview in the street/shopping centre and telephone surveys. Newspapers and magazines ask subscribers to fill in questionnaires about their publications and they usually offer a free copy or similar gift to the people who accept. Handing out free samples and asking consumers to write back with their comments or giving them a follow-up phone call, is also popular for certain products. Sources for “secondary” data can include statistics, company reports, articles in journals, official information, etc.
The most controllable of the Four P’s is the first “p” – Product service. All products and services have what have been traditionally called “product life cycles”. The stages of the product life cycle are: introduction, growth, maturity and decline. The length of a product cycle depends upon the intensity of the competition; extent to which the new product is an innovation, a modification of an existing product; introductory timing of technologically superior products; marketing techniques. The size and profitability of any business depend on the product life cycles that make it up. Most firms adjust their marketing mixes to differences in target markets.
In order to gain a competitive advantage over rivals, companies create brands that represent aspirations and a desirable image of life that the customer would like to identify with.
I. Answer the following questions
What does marketing mean?
What is a marketing mix?
What techniques are used by companies for market research?
What is the product life cycle?
What can prolong the product life cycle?
Choose the necessary word and put it in the sentence (predict, influence, promote, marketing, trends, distribution, market research, product planning, consume).
One of the aims of market research is to indicate new ... among people.
Advertising must ... the consumer and make him buy the goods produced.
Often marketing is called ... .
In order to sell a new product, a producer has to consider how to ... it.
The goods of this company are not sold very well, they must think about ... .
Sometimes it is difficult to ... through advertising.
If you want to produce something new, you should start with ... .
A producer wants to ... the new trends and then tries to influence them.
... includes product development and pricing among other things.
It is very common to use military metaphor in business: we talk about management strategy and tactics, aggressive advertising, a sales campaign, staff casualties, strongman tactics. Takeover deals are often described as coups and raids.
Read the text and fill in the blanks with the following words and phrases: losses, continue, give up, sales strategy, country, cannot compete, marketing plan, main markets
It’s true that we’ve been deeply affected by our competitor’s latest
1 s__________ s___________ . A new plan of action must be developed as soon as possible. 2 L _________ have been particularly high in every foreign 3 c _________ . We have lost 4 m ____m____ in Russia and Venezuela. Even in the home market we 5 c__________ c_________ . However we are not going to 6 g _______ u______ . We are developing a new 7 m_______ p________ which will help us regain some of our market share. The war will 8 c ________ for some time yet but we are confident that we can still win.