Unit 2. Marketing

Part I

Передмова

Unit 8. The Cost of Economic Growth. (Pollution).

Unit 7. Job Hunting.

Unit 6. Consumer Rights.

Unit 5. Wholesaling and Retailing.

Unit 4. A Visit of a Foreign Partner.

Unit 3. At the Exhibition. Order.

Unit 2. Business Meetings, Conferences, Presentations.

Unit 1. Business Letters.

Part III

Unit 12. At the Firm.

Unit 11. Going Abroad.

Unit 10. Taxation. International Taxation.

Unit 9. Accounting.

Unit 8. Foreign Exchange Rates.

Unit 7. Systems of Payment.

Unit 6. International Finance.

Unit 5. Finance.

Unit 4. Advertisement.

Unit 3. Contract. Clauses of Contract.

Unit 2. International Trade.

Unit 1. Export and Import Strategy.

Part II

Unit 6. Banks and Banking System.

Unit 5. Money and Payment System.

Unit 3. Management.

Unit 2. Marketing.

Part I

Unit 1. What is Economics?

Unit 4.Company Structure.

За умов ринкової економіки і подальшої інтеграції України в Європу важливим фактором розв’язання завдань зовнішньоекономічних та міжнародних зв’язків є підвищення рівня практичного оволодіння іноземною мовою у студентів.

Освітньо-кваліфікаційна характеристика молодшого спеціаліста професійного спрямування «Організація виробництва» включає ряд вимог до організатора виробництва серед яких володіння мовою, орфографічна та пунктуаційна грамотність. Враховуючи важливість підготовки майбутніх спеціалістів, програма дисципліни «Іноземна мова за професійним спрямуванням» передбачає вивчення тематичної лексики, основ граматики, мовних штампів, професійних термінів і понять, та розвиток комунікаційних навичок і навичок ділового спілкування в сфері професійних контактів із зарубіжними партнерами.

В результаті вивчення дисципліни студент повинен вміти читати, розуміти і перекладати тексти із спеціальності; вести ділові бесіди і переговори з питань фінансової діяльності; правильно вибирати мовні засоби залежно від ситуації і особливості співбесідника.

Посібник вміщує добірку текстів та тренувальних вправ зі спеціальності, які допоможуть студентам поглибити теоретичні знання, виробити практичні уміння та навички у спілкуванні іноземною мовою, заглибитись в обстановку майбутньої професійної діяльності.

Дидактична ефективність, доступність, простота і професійно-зорієнтований характер посібника роблять його корисним для студентів і викладачів.

Посібник є важливим кроком в здійсненні професійно-зорієнтованого вивчення іноземної мови.

Unit 1. What is Economics?

1. Remember the words:

- scarcity

- resources

- to satisfy one’s wants

- to be faced with the problem

- profit

- income

- individual consumer

- entrepreneurship

- price

2. Read and translate the text:

Human wants are unlimited, but the resources necessary to satisfy those wants are limited. Thus, every society is faced with the identical problem, the problem of scarcity. We can define economics as a social science that describes and analyzes how society chooses from among scare resources to satisfy its wants. In fact, one common definition of economics is “the study of how people make a living”. Individuals and families are limited by the size of their personal income, savings and ability to borrow. Business firms are limited by their profits, savings and borrowing power.

Economists have two ways of looking at economics. One is macro approach, and the other is micro. Macroeconomics is the study of the economy as a whole. Microeconomics is the study of individual consumers and business firm.

The resources that go into creation of goods and services are called the factors of production. The factors of production include natural resources, human resources, capital and entrepreneurship.

The price paid for the use of land is called rent. Rent becomes income to the owner of the land. Economists call the physical and mental effort that people put into the creation of goods and services labour or human resources.

The price paid for the use of labour is called wages. Wages represent income to workers, who own their labour.

Capital is something created by people to produce other goods and services. A factory, tools and machines are capital resources.

Payment for the use of someone else’s money, or capital is called interest.

The fundamental economic questions are:

- What goods and services are to be produced?

- How are they to be produced?

- Who will receive them?

The way in which a society goes about answering these fundamental questions is known as its economic system.

3. Answer the following questions:

1. Why must all societies deal with scarcity?

2. What is one common definition of economics?

3. What are individuals, families and firms limited by?

4. What is microeconomics?

5. Define the term macroeconomics.

6. What is rent?

7. Characterize the term “wages”.

8. What is interest?

9. What questions must every society provide answers to?

10. How do you understand the term “factors of production”?

4. Read and translate the international words:

Economics, social, to distribute, to analyze, individual, to limit, personal, business, firm, product, service, problem, alternative, subject, career, democracy.

5. Match the synonyms:

1 to define 1 solution

2 among 2 to divide

3 person 3 chance

4 firm 4 to buy

5 income 5 merchandise

6 to purchase 6 profit(s)

7 goods 7 company

8 opportunity 8 individual

9 to share 9 between

10 decision 10 to determine

6. Explain the word building:

economy – economic – economics – economist – economical – to economize;

to satisfy – satisfaction – satisfactory;

to limit – limited – limitation;

to borrow – borrower – borrowings;

to produce – producer – product – production.

7. Make up the sentences:

1. Why, study, we, should, economics?

2. The study of, will help, economics, you, a fuller life, to live.

3. Economics, the study of, is, a living, make, how, people.

4. The use of, rent, paid, is called, the price, for, land.

5. A whole, the study, macroeconomics, of the economy, is, as.

8. Translate into English:

1. Заробітна плата – це винагорода, яку отримують робітники за свою працю.

2. Перед кожним суспільством постає проблема нестатку.

3. Ресурси, необхідні для утворення товарів і послуг, називають чинниками виробництва.

4. Економіка – це наука про те, як люди заробляють на життя.

5. Купуючи фабрики, машини та інші засоби виробництва, ділові люди часто вживають термін «капітал».

6. Бажання людини безмежні, а кошти, необхідні для здійснення цих бажань, надто обмежені.

1. Remember the words:

- producer

- consumer

- distribution

- storage

- promotion

- trend

- marketing research

- to predict

- advertising

- consumption

- to provide

2. Read and translate the text:

Marketing includes all the business activities connected with the movement of goods and services from producer to consumer. Sometimes it is called distribution. On the other hand marketing is made up of such activities as transporting, storing and selling goods and on the other hand a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Marketing research helps the producer to predict what the people will want. And through advertising the producer attempts to influence the customer to buy. Marketing operations are very expensive. They take up more than half of the consumer’s dollar. The trend in the USA for example has been to high mass consumption. The construction of good shopping centres has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.

3. Answer the following questions:

1. What does marketing mean?

2. What activities does marketing consist of?

3. What do marketing operations include?

4. Why is it so important for the producer to predict the trends?

5. How was mass consumption possible in the USA?

4. Read and translate the international words:

Marketing, business, active, service, transporting, process, operation, product planning, credit, producer, dollar, mass, construction, centre, parking.

5. Give synonyms to the words:

Business, goods, consumer, storing, purpose, to want.

6. Give antonyms to the words:

Producer, to sell, early, to know, expensive, wide.

7. Give English equivalents:

Виробник, збут, продаж, споживач, складування, розробка нових продуктів, діяльність, транспортування, планування, ринок.

8. Make up the sentences:

a) is, called, marketing, sometimes, distribution.

b) the business, all, includes, marketing, activities.

c) is, to recognize, the ability, important, very, trends, early.

d) in the USA, has been to high, the trend, consumption, mass.

e) expensive, are, marketing, operations, very.

9. Choose the necessary word and fill in the gaps:

PREDICT INFLUENCE PROMOTE MARKETING TRENDS DISTRIBUTION MARKET RESEARCH PRODUCT PLANNING CONSUMER

1. One of the aims of market research is to indicate new... among people.

2. Advertising must... the consumer and make him buy the goods produced.

3. Marketing is often called....

4. In order to sell a new product a producer has to consider how to... it.

5. The goods of this company are not sold very well, they must think about....

6. Sometimes it is difficult to influence a... through advertising.

7. If you want to produce something new you should start with....

8. A producer wants to... the new trends and then tries to influence them.

9.... includes product development and pricing among other things.

10. Translate the sentences into English in writing:

1. Маркетинг вбирає в себе дії пов'язані з рухом товару від виробника до споживача.

2. Маркетинг вбирає в себе транспортування, складування, рекламу, калькуляцію цін, продаж.

3. Вивчення ринку допомагає передбачати загальне спрямування потреб.

4. Реклама дуже сильно впливає на покупця.

5. Ми не можемо встановлювати найнижчу ціну на цей товар.

6. Потрібно розробляти план виробництва нових продуктів.

7. Прямий обмін товарами неможливий у розвинутому суспільстві.

8. Для того, щоб розвивалася торгівля, має існувати маркетинг.

11. Read the dialogue, role-play it, retell it as a text:

- Hi, Nick! How are you?

- Good day, Jack! I’m fine! And you? What’s the news?

- I’m OK. Now I’m studying “Marketing” at the Institute.

- What is “Marketing”?

- It is often called distribution. It’s a lot of operations such as transporting, storage, selling goods, series of decisions, pricing, product planning, marketing research.

- It’s so interesting. I think all producers must know why, where, for what purpose the consumers buy.

- You are absolutely right. The ability to recognize early trends is very important.

- Is it expensive to provide marketing operations?

- Yes, it is. Marketing operations are very expensive. They usually take up more than half of the consumer’s dollar.

- What must be the trend to high mass consumption in Ukraine?

- We should build, for example, good shopping centres with a wide range of merchandise and plenty of parking facilities. Is it interesting for you?

- Yes, it’s an interesting topic.

- Enter our department and you’ll learn marketing.

- I’ll think about it. Good bye.

- Bye.

Дата добавления: 2014-11-29