Предпосылки возникновения маркетинга

Вопросы

C.

B.

A.

C.

B.

A.

Контрольная работа № 2 (2 семестр)

Тексты для чтения и перевода.

Разговорные темы.

Грамматический материал

II семестр

Программа по английскому языку

Vocabulary

extrasensory perception – экстрасенсорное восприя­тие

spiritual survival after bodily death –выживание духа после смерти тела

raw material – первичный ма­териал

witch – ведьма

Croesus – Крез

Delphic sibyl – дельфийский оракул, сибиллы

unkingly act – поступок, не­достойный короля

cooking a tortoise and lamb in a bronze caldron – при­готовление черепахи и ягненка в бронзовом кот­ле

to avoid his usual route – из­бегать своего привычно­го маршрута

dangerous herd of wild pigs – опасное стадо диких сви­ней

extraordinary events – нео­бычные происшествия

haunting – преследования при­видениями

poltergeists – полтергейсты

levitations – левитации, паре­ние над землей

without prejudice or prepos­session – без предрассудков и предвзятого отноше­ния

faculties of man – способно­сти человека

real or supposed – реальные или предполагаемые

three major techniques of investigation – три основ­ных техники расследова­ния

spontaneous cases – внезап­ные случаи

independent evidence state­ments – независимые сви­детельские показания

suspicious – подозрительный

inadvertently – непреднаме­ренно, неумышленно

cues – подсказка

accurate – точный

proxy sittings – выполнять роль представителя

transcripts – транскрипты, протоколы

telepathy – телепатия

clairvoyance – ясновидение

precognition – предчувствие

stringent controls – точный контроль

1. Страдательный залог. Формы Indefinite, Continuous, Perfect. Особенности перевода на русский язык пассивных конструкций.

2. Модальные глаголы и их эквиваленты.

1. Родной город. (My native town)

2. Что такое психология. (What is psychology?)

Why is psychology interesting?

Задание № 1. Переведитепредложения на русский язык, подчеркнув формы страдательного за­лога.

1. Festivals of folk songs are attended by a lot of people annually.

2. He was elected the Home Minister last year.

3. When much material had been looked through and some problems had been solved, the article was published.

4. Today plastics are being used for car bodies.

5. It’s easy to find your way about in New York, it is laid out so regularly. The streets are well-planned. The streets running north and south are called “Avenue” and are numbered, for example, 1st Ave­nue, 2nd Avenue, etc., the streets going east and west are called “Streets” and are also numbered.

1. Thousands of foreign guests are invited every year to attend the Winter Music Festival in Russia.

2. Will the translation be done tomorrow? I hope, it will.

3. When much had been done in the study of ecology by our institute it became an important scientific centre.

4. Today plastics are being widely used instead of metals.

5. Do you know why the White House is white? The story I was told is that in 1812 when England was at war with America, the British captured the City and some of the buildings, including the Capitol and the house of the President, were set on fire. In 1814, in order to hide the marks of the fire, the brown stone walls were painted white – and it has been the “White House” ever since.

1. When was the play staged? – It was staged last year.

2. I’m sure a lot of questions will be discussed at the conference.

3. The automatic equipment is being installed in our shop.

4. The construction of this dam has been completed this month.

5. English nowadays is considered to be the most popular language in the world. It’s the official language of the U.K., of the U.S.A. and of Australia and New Zealand. It’s used as one of the official languages in Canada, the Union of South Africa, and the Irish Republic. It is spoken as a second language by many people in India, Pakistan, and numerous countries in Africa.

Задание № 2. Поставьте сказуемое в правильную видовременную форму, раскрыв скобки. Переведите текст на русский язык.

A. WASHINGTON

Washington (to found) in 1790 and (to name) after the first US President, George Washington, as the capital of the sovereign states, which (to call) the U.S.A. Washington is the residence of the President and the Congress of the country. All government departments and numerous federal institutions (to house) in the capital. The White House is the President residence and it’s the oldest building of the city. The Capitol, the seat of Congress, is the other main centre of the city. The two centres (to connect) by Pennsylvania Ave­nue, the main business street of the State Departments (to situate) here. Washington, that belongs to the spe­cially created Federal District of Columbia (D.C.), (to use) always as the scene for mass demonstrations and rallies.

B. THE UNITED NATIONS

The United Nations Organization (to found) officially on October the 24th, 1945 when the Charter (to ratify) by China, France, the USSR, the U.K. and by a majority of other countries. The main objective of the U.N. is to maintain peace and security. Its members are to take collective measures to develop friendly rela­tions among nations. The U.N.O. (to house) in the sky-scrapers on the embankment of the East River in New York. International sessions (to hold) every year in the buildings of the U.N.O.

C. THE STATUE OF LIBERTY

The first view of the city of New York from the sea is the sight that can never (to forget). Hudson Bay (to crowd) with lots of ferry-boats with people hurrying to work in the downtown sky-scrapers. Then you pass Liberty Island with the bronze Statue of Liberty which (to present) to the U.S. by France in 1886 to commemorate the hundredth anniversary of American Independence. The Statue is about 50 metres high and stands on the pedestal of almost the same height.

Its torch rises about 60 metres above the harbour and can (to see) at height for many miles. A new American Immigration Museum (to open) at the base of the Statue. The Statue of Liberty (to call) often “the grandest lady in the world”.

Задание № 3. Выберите нужную форму модального глагола: can, may, have (had) to, must, should, be to, need. Переведите предложения.

1. They…understand French.

2. You….not make notes in the books.

3. They…to phone the doctor because the grandmother was ill.

4.... I come in?

5. We have got plenty of time. We ….not hurry.

1. Mike…run very fast.

2. Pete….to stay at home because it was very cold.

3. He …to come her at five.

4. You look tired. You…go to bed.

5. You…not cross the road when the light is red.

1. …you speak Spanish?

2. My sister…not write this letter: I will phone them.

3. You …take my pen.

4. I don’t think you…work so hard.

5. I’m afraid I …not come to your party next week.

Задание № 4. Ответьте письменно на вопросы:

1. What city do you live in?

2. Is it large? What area does your city occupy?

3. What’s the population of your city?

4. When was it founded?

5. What do you know about the history of your home town?

6. Is your city a big cultural centre? Why?

7. Can you say it’s an educational centre?

8. Is it an industrial or agricultural region?

9. Are there many parks and gardens in it?

10. Are there any ecological problems in your home place?

11. What is your city famous for?

12. What famous countrymen do you know?

Задание № 5. Переведите письменно текст на русский язык.

WHAT IS PSYCHOLOGY?

Auseful starting point is to consider what is meant by psychology. Most people have some idea what psychology is about, but they are often confused by the distinction between psychology and psychiatry. It is easier to define psychiatry than psychology: psychiatry is concerned with the study and treatment of mental disorders, and psychiatrists have medical degrees.

Psychology is concerned with the attempt tounderstand humans and other species. How can we achieve this understanding? Until 100 years ago, the most popular answer to that question was as follows: ask people to report on their thoughts and feelings. This approach is known as introspection.

The current view of most (but not all) psychologists is that psychology is the science of human and animal behaviour. However, psychologists are interested not so much in behaviour itself, but in the internal processes producing that behaviour. For example, psychologists studying aggression in adolescents do not only focus on their aggressive behaviour; rather, they want to know why adolescents behave in this anti-social fashion. Thus, modern psychology can be regarded as a scientific discipline which is designed to understand why humans and
other species behave as they do.

This “everyman” factor is relevant. One of the tasks of psychologists is to predict behaviour, and the prediction of behaviour is important in everyday life. The better we are able to anticipate how people will react in any given situation, the more contented and rewarding our social interactions are likely to be.

Текст прочитать, перевести, составить письменно пересказ, выписать все незнакомые термины, относящиеся к психологии!

Why is psychology interesting?

Psychology has some unique advantages over most other academic subjects. Most people are very interested in other people. They want to be able to understand them better, and to develop deeper and more fulfilling relationships with them. They also want to develop a fuller understanding of themselves, in the hope that this will allow them to become happier and to cope better with their lives.

Another major reason why psychology is interesting is because it has numerous applications to everyday life. Perhaps the most important of such applications is clinical psychology. Back in the nineteenth century, Sigmund Freud argued that most people who were then regarded as “mad”, or severely disturbed were really suffering from mental disorders of one kind or another. He claimed that psychological forms of treatment (such as psychoanalysis) could allow such people to lead fuller and happier lives. Clinical psychology has developed enormously since then, and psychoanalysis is no longer considered one of the most effective forms of treatment. However, there is now conclusive proof that clinical psychology is of great value in treating mental disorders.

Psychology has been applied in numerous other areas, but we will mention only two more at this point. Educational psychologists make use of knowledge about human nature, and about the processes involved in learning, to help children who are experiencing learning difficulties. Some occupational psychologists focus on stress at work. Stress-related illnesses cost British industry billions of pounds a year in lost production and human misery, and so work stress is clearly a major issue. Occupational psychologists are increasingly successful at programmes of stress management which allow workers to function more effectively and with less stress.

Psychology is interesting because psychologists are like detectives trying to make sense of various clues about human behaviour. This detective-like quality of psychology is often not apparent in psychology textbooks. They provide an up-to-date viewpoint, but do not indicate how views have changed as more and more evidence has been gathered.

Consider, for example, the memory of brain-damaged patients suffering from amnesia. These patients have very poor memory, and often fail to recognize people they have met several times before. It used to be thought that the whole of the long-term memory system in amnesic patients was damaged, and that was why they had such poor memory. However, it has become increasingly clear that these patients have good memory for many things including motor skills such as riding a bicycle or playing the piano. This led psychologists to change their minds. It is now assumed that the long-term memory system is more complex than was previously thought, and that only the part of it concerned with general knowledge and personal experiences is damaged in amnesic patients.

1. Дайте определение понятию «маркетинг», перечислите его основные функции и принципы.

2. Опишите структуру современного маркетинга.

3. Перечислите и охарактеризуйте основные концепции маркетинга.

4. Опишите задачи отдела маркетинга и типы его структуры.

5. Перечислите основные преимущества и недостатки рынка, дайте краткую характеристику моделей рыночных структур.

6. Дайте определение понятию рынок. Его основным видам.

7. Опишите взаимосвязь состояний спроса, задач маркетинга и типа маркетинга.

9. Дайте определение понятиям «сегмент» и «сегментация рынка». По каким принципам осуществляется сегментация рынка.

10. Перечислите и охарактеризуйте основные этапы сегментации рынка. По каким критериям оценивается привлекательность сегмента.

11. Перечислите и охарактеризуйте основные направления маркетинговых исследований, виды целей маркетинговых исследований.

12. Охарактеризуйте основные методы маркетинговых исследований, первичные и вторичные источники информации.

14. Опишите основные понятия маркетинга отношений, его уровни, преимущества.

15. Охарактеризуйте маркетинговую среду, ее составные части.

16. Опишите, что входит в понятие маркетинговой среды предприятия.

17. Перечислите основные направления маркетинговой деятельности. Опишите организацию и проведение маркетинговых исследований рынка индустрии гостеприимства.

18. Что такое жизненный цикл товара, дайте характеристику каждой стадии.

19. Дайте определение понятию услуги, специфике услуги как товара.

20. Дайте определение понятия «товар». Какие существуют классификационные признаки товаров, дайте характеристику каждой группе. На какие группы делятся услуги.

21. Дайте определение понятиям «товарный ассортимент», «товарная номенклатура», перечислите их характеристики, какие существуют принципы формирования ассортимента и направления его изменения.

22. Перечислите основные пути продления жизненного цикла товара. Что в себя включает модификация товара.

23. Опишите процесс создания нового товара. Какие существуют методы создания новых товаров. Перечислите уровни новизны товаров.

24. Охарактеризуйте понятие «товарная политика» и ее задачи.

25. Дайте определение понятию «марка». Что в себя включает фирменный стиль. Какие требования выдвигаются к марочному названию, подходы к присвоению марочного названия.

26.Перечислите группы показателей для оценки качества обслуживания.

27. Назовите и охарактеризуйте основные цели которые могут быть достигаемы в сфере ценообразования.

28. Дайте определение понятию цена, какие существуют виды цен, какие факторы влияют на установление цен.

29.Опишите структуру цены и охарактеризуйте ее основные компоненты.

30. Опишите основные этапы процесса ценообразования.

31. Охарактеризуйте различные виды ценовых стратегий.

32. Какие существуют методы ценообразования.

33. Дайте определение понятию скидка. Перечислите различные виды скидок.

34. Дайте определение понятию сбытовая политика, охарактеризуйте ее основные задачи.

35. Опишите основные причины обращения к посредникам. Какие функции выполняют каналы распределения.

36. Раскройте понятие «уровень канала распределения». Опишите варианты длины и ширины канала распределения.

37.Охарактеризуйте различные типы посредников.

38. Перечислите виды конкуренции, основные типы конкурентов. Дайте сравнительный анализ конкурентных преимуществ и рыночных стратегий.

39. Дайте определения понятий «спрос», «эластичность спроса». Охарактеризуйте процесс формирования спроса и способы оценки эластичности.

40. Дайте определение понятий «маркетинговая коммуникация» и «продвижение». Перечислите основных субъектов маркетинговых коммуникаций.

41. Дайте краткую характеристику основных инструментов маркетинговых коммуникаций.

42. Дайте определение рекламы, ее основных характеристик. Перечислите средства рекламы.

43. Дайте сравнительную характеристику различным средствам рекламы.

44. Дайте характеристику различным каналам распространения рекламы.

45.Стимулирование сбыта: задачи, мероприятия. Основные средства стимулирования сбыта.

46. Охарактеризуйте понятие личная продажа. Опишите ее основные характеристики, задачи и приемы.

47.Охарактеризуйте понятие связи с общественностью, ее задачи, основные черты и приемы коммуникации.

48. Опишите основные задачи коммуникационной политики и пути их решения.

49. Опишите последовательность рекламной кампании.

50. Опишите методы оценки эффективности рекламы.

51. Дайте сравнительную характеристику основным моделям продажи.

52.Опишите возможные типы продавцов и покупателей.

53. Опишите модель поведения покупателя; типы покупательских рисков и способы их уменьшения.

54. Опишите основные стратегии охвата рынка.

55. Что представляет собой план маркетинга? Перечислите основные показатели и разделы маркетингового планирования.

56. Опишите процесс формирования стратегии маркетинга: «дерево целей фирмы».

Дата добавления: 2017-02-01