Антонов О И Английский язык для бизнесменов. Антонов О. И. Английский язык для бизнесмена
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Grammar Exercises Exercise 1. Make the sentences negative. Model: I will have the drawings prepared very soon. I won't have the drawings prepared very soon. 1. It will take much time to catch on. 2. I am sure this thing will be the biggest selling point. 3. They will run a good advertising company. 4. They will make a new modification of electronic watch. 5. This price will be inadequate Exercise 2. Put four questions of different types to each sentence (general, special, alternative, disjunctive). Model: They will influence the consumer to buy their automobiles. 1.Will they influence the consumer to buy their automobiles? 2. Who will influence the consumer to buy their automobiles? 3. They will influence the consumer to buy their automobiles, won't they? 4. Will they influence the consumer to buy their automobiles or other goods? 1. Their products will be available in every shop. 2. The company will start their promotion campaign very soon. 3. Our bank will make a loan to this corporation.. 4. They will need a lawyer to form their business. 5. I will consult my partner. LESSON 10 MARKETING Text Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one 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. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the customer to buy. Marketing operations are I very expensive. They take up more than half of the consumer's dollar. The trend in the USA 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. Active Vocabulary producer- производитель consumer- потребитель user- потребитель distribution- сбыт, распределение marketing- продажа, сбыт, маркетинг transporting- транспортировка storing- складирование, хранение storage- хранение product planning- разработка новых продуктов. 63 pricing- калькуляция цен promotion- содействие в продаже (какого-либо товара), например, с помощью рекламы traffic- торговля marketing research- изучение рынка сбыта trend- тенденция, общее направление to predict- предсказывать to influence- влиять Comprehension 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? Vocabulary Practice Exercise 1. Choose the necessary word and put it in the sentence. 1. One of the aims of market I research is to indicate new... among I people. I 1 predict 2. Advertising must... the consumer I and make him buy the goods produced. I 2 influence 3. Often marketing is called … . I 3 promote 4. In order to sell a new product, a I producer has to consider how to... it. I 4 marketing 5. The goods of this company are not I sold very well, they must think about... . I 5 trends 6. Sometimes it is difficult to influence I ... through advertising. I 6 distribution 7. If you what to produce something I new, you should start with... . I 7 market research 8. A producer wants to... the I new trends and then tries to influence I 8 product them. I planning 9. … includes product development I and pricing among other things. I 9 consumer. 64 Dialogue (Sally and Don work in the Marketing Department of a company, that makes, different meal products.). Don Hey, Sally, look at these figures. The price of sugar is going up 10% during the next year. Sally Oh, that's bad. That means trouble for our jam line. Don I think so too. Sugar is the main ingredient, you know. What's your opinion? Sally Well, we are not the price leaders in the field and jam is a very price sensitive item. According to our marketing research information consumers aren't particularly brand loyal about jam. Don I have a brilliant idea. You know, this could be a great marketing opportunity for us. Sally What do you mean? Don Well, because of the price rise in sugar we know that the price of jam will go up too. The increase will pass on the consumer, won't it? Sally Right. Don Imagine, we find the possibility of changing the ingredients in the jam so that we wouldn't have to raise the price. Sally Then we wouldn't trouble about the price rise on sugar because we'll be able to sell the jam at the same price. The idea is that we could market less expensive jam. What a promotional campaign we could have! Don Sure. If we do it right we'll sell more and become the leader in the market. Sally Now the first thing is to talk to Research and Development. Don Right ant we'll see when they'll have some samples of new formulars ready. Sally What about marketing research? I think we should schedule some tests for responses to the R & D samples. Don Well, there is a lot to do. I think we should also change packaging. Now, Sally, that would be great. Sally Oh, Don, let's hope for the best. If we don't lose the chance, the competitors products will stay on the supermarket shelves. Don Oh, it's time for lunch. Let's discuss our business in cafeteria. Sally Oh, sure, we've got a lot to discuss - distribution, advertising… 65 Active Vocabulary to go up- расти (о цене) to raise the price- поднимать цену prise leader- производитель, устанавливающий самую низкую цену на определённый товар price sensitive item- товар, уровень продажи которого очень зависит от цены to be brand loyal- отдавать предпочтение promotional campaign- рекламная компания to market- продавать to schedule- разрабатывать план packaging- упаковка competitor- конкурент Vocabulary Practice Exerсшse 1. Choose the necessary word and put it in the sentence. 1. If the price on this product..., I nobody will buy it. I 1 go up 2. They should... some tests and pass I the results to R.D. I 2 schedule 3. This company is the... in this field, I they can sell this product at the lowest I price. I 3 packaging 4. Customers do care about the price I on this product, it is a very… . I 4 competitor 5.... influences the desire of a I customer to buy. I 5 price leader 6. Our... has become the price leaderin I 6 price sensitive selling computer programmes I item. Exercise 2. Answer the questions. 1. Who is the price leader in your business? 2. How can you become a price leader? What should you do for this? 3. How should one start a promotional campaign? 4. Why is it dangerous to produce price sensitive goods? 5. Why is it important to .have competitors in business? 6. What should you do to leave your competitors behind? 7. What knowledge must you have to be good at marketing? 66 Exercise3. Translate into English. 1. Маркетинг включает в себя действия, связанные с движением товара от производителя к потребителю. 2. Маркетинг включает в себя транспортировку, хранение рекламу, калькуляцию цен, продажу. 3. Изучение рынка помогает предсказывать общие направления спроса. 4. Реклама оказывает сильное влияние на покупателя. 5. Мы не можем устанавливать самую низкую цену на товар. 6. Мы должны разработать план производства новых продуктов. 7. Сбыт этого товара очень реагирует на изменение цены. Grammar Exercises Exercise1. Transform the sentences of real condition into the sentences of unreal condition. M о d e l: If we promote this right, we will (we'll) get more sales. a) If we promoted this right, we would get more sales. b) If we had promoted this right, we would have got more sales. 1. If we are careful we will leave behind our competitors. 2. If we phone R.D., we will get the necessary information. 3. If we change the ingredients, we will be ready for the price rise. 4. If the price of jam goes up, the increase will be passed on the consumer. 5. If they work hard, they won't lose any customers. 6. If we schedule the product development in time we will be ready for the change of the demand. 7. If we don't lose the chance, the competitors’ products will stayon the super-market shelves. Exercise2. Make transformations according to the model. Model: Consumers wish prices would go down. Consumers hope that prices will go down. I wish I could work harder. I hope I can work harder. 1. The head of the department wishes that competition would lessen. 67 2. The Market Research Department wishes the test results would be ready soon. 3. The Manager wishes that sales would improve. 4. We wish all the departments could fulfil their tasks. 5. Sally wishes that the Packaging Department could hurry up. LESSON 11 WHOLESALING Теxt Wholesaling is a part of the marketing system. It provides channels of distribution which help to bring goods to the market. Generally indirect channels are used to market manufactured consumer goods. It could be from the manufacturer to the wholesaler, from the retailer to the consumer or through more complicated channels. A direct channel moves goods from the manufacturer or producer to the consumer. Wholesaling is often a field of small business, but there is a growing chain movement in the western countries. About a quarter of wholesaling units account for one-third of total sales. Two-third of the wholesaling middleman are merchant wholesalers who take title to the goods they deal in. There are also agent middlemen who negotiate purchases or sales or both. They don't take title to the goods they deal in. Sometimes they take possession though. These agents don't earn salaries. They receive commissions. This is a percentage of the value of the goods they sell. Wholesalers simplify the process of distribution. For example, the average supermarket stocks 5.000 items in groceries alone, a retail druggist can have more than 6.000 items. As a wholesaler handles large assortment of items from numerous manufacturers he reduces the problem of both manufacturer and retailer. The store-keeper does not have to deal directly with thousands of different people. He usually has a well-stocked store and deals with only a few wholesalers. Active Vocabulary wholesaling- оптовая торговля 69 Dialogue John is explaining his new job to his wife, Susan. He is a sales trainee for a company. John It's a great job, you know. The salesmen are paid salaries instead of being on commission. Susan Why do you find it great? You саn earn less money. John Well, it's a regular weekly salary. And besides we get reimbursed for everything lunches and dinners , even the football tickets, the car, gasoline, tolls. Susan That's really great. John And I'm going to get a raise in three months. Susan And what are you going to see John Foam rubber. Susan What is it used for? John It is used to make couches and beds, generally ideal with furniture manufacturers. Susan So you will travel much, won't you? John No. Delivery is a part of our wholesaling operation. Foam is sold and delivered by the truckloads. It is rather bulky and it is expensive to have it shipped a big distance. We are going to deal with buyers who are in this region. Susan That's fine. I don't want you to travel too much. By the way I want to know more about sales procedure. John At first I go to see a buyer. We discuss what he n needs After that I send him a written quote. If our prices suit him, he'll call us and send an order. Susan Do you take orders over the phone? 71 Comprehension Questions 1. What is the aim of the wholesaling? 2. How can you describe a direct channel of distribution? 3. What is an indirect channel of distribution? 4. What channel of distribution is preferable? 5. Is there any difference between a merchant wholesaler and an agent middleman? What is this difference? 6. How does a wholesaler simplify the process of distribution? 7. What would a retailer have to do without wholesalers? Vocabulary Practice Exercise 1. Choose the necessary word and put it in the sentence. 1. They use both direct and indirect... I of distribution. I 1 wholesalers 70 to provide channels – indirect channels – complicated channels – retailer – chain movement – wholesale unit – total sales – middleman – merchant wholesaler – wholesaling middleman- to take title to the goods- agent middleman – to negotiate purchases or sales- to earn salary – to receive commissions – grocery- to handle – assortment - обеспечивать системой (сбыта) непрямая, опосредованная система (сбыта) сложная система (сбыта) розничный торговец движение к объединению (зд.) контора по оптовой торговле совокупная продажа посредник, комиссионер оптовый скупщик оптовый посредник (скупщик) приобретать товар как собственность посредник между производителем и покупателем вести переговоры по поводу купли или продажи зарабатывать жалование получать комиссионные (процент от продажи) бакалейная торговля 1) управлять, 2) торговать (амер.) ассортимент 2. Agent middlemen do not... to the I goods they deal in. I 2 take title 3. Usually wholesaling... stands I between the producer and the retailer. I 3 retailer 4. A supermarket may... thousands of I commissions items. I 4 stock 5. Usually a wholesaler handles a large… I of items of numerous manufacturers. I 5 channels 6. Agent middlemen don't earn salaries, I they... . I 6 assortment 7. A wholesaler doesn't deal with the I customers,... does. I 7 to receive 8. ... simplify the problems of manufacturers. I 8 middleman John Yes. The buyers are always in a hurry and a letter would take too much time to come. If it's a verbal agreement we call it gentlemen's agreement. Susan And what happens after the verbal agreement? John We receive a written purchase order. It is called p.o. -and it has a number that we use for all future correspondence on that order. The office then retypes the order form and the p.o. and order form are stapled together and filed. Susan It sounds organized. Whom do you usually deal with in a.company? John Well, I’ll deal with purchasing agents. But I could deal with any administrator from the president on down, in some cases. Susan Good. Soon you'll get your raise. Jonn Yes. Selling is usually a stepping stone to higher positions in management. Susan Don't worry, dear. If it doesn't work out, we still have my job. Active Vocabulary sales trainee- стажер по торговле to be on commission- получать комиссионные с продажи to reimburse- возмещать, восполнять to get a raise- получить повышение tull- пошлина, плата за услуги quote- назначение цены delivery- доставка gentlemen’s agreement- джентльменское соглашение verbal agreement- устное соглашение purchase order (p.o.)- заказ на покупку to deliver- доставлять to staple- (зд.) проверять to file- подшивать, хранить stepping stone- средство для достижения цели Vocabulary Practice Exercise 1. Change the sentences according to the model. Model: When did they want to reimburse for our expenses? (I don't remember) 72 I don't remember when they wanted to reimburse for our expenses. 1. How will you get a raise? (They don't care) 2. When did they send you the purchase order? (I don't know). 3. Who are the purchasing agents? (I can't recall). 4. Why didn't they get verbal agreement? (I'll try to find out). 5. Didthey staple and filе the p.o. ? (I don't know). 6. How large is the sales region? (They don't care). 7. How much is the toll? (It doesn't matter). 8. When will she get commission? (She doesn't know). |