7нн. Методические указания и задания к занятиям семинарского типа, контрольной и самостоятельной работе по дисциплине
 Скачать 0.85 Mb.
|
|
MARKET STRUCTURE AND COMPETITION When economists talk about market structure they mean the way companies compete with each other in a particular market. Let's take the market for pizzas, for example. There may be many thousands of small companies all trying to win a share of the pizza market, or there may be only one huge company that supplies all the pizzas. These are two very different market structures, but there are many other possible structures. Market structure is important because it affects price. In some market structures, companies have more control over price. In other market structures, consumers have more control over price. You can think of market structure as a kind of scale. At one end of the scale is perfect competition and at the other end is pure monopoly. In a market with perfect competition, there are many companies supplying the same good or service, but none of them are able to control the price.This sounds fine, but in reality it is very difficult for such a market structure to exist. What's needed? First of all, there must be many small companies competing. Each company has its own small share of the market. If one company has a much larger share than any other, it can affect price, and perfect competition will no longer exist. Secondly, products or services from different companies must be the same. This doesn't mean that everything on the market has to be identical, but they have to be perfect substitutes. In other words, one company's product must satisfy the same need as another company's. Imagine a company produces a television that also makes tea. Its product is different from everyone else's. If it chooses to raise the price of its TVs, customers may still want to buy them because of this difference. Thirdly, customers and companies must have perfect and complete information. This means that they know everything about the products and prices on the market and that this information is correct. Fourthly, there mustn't be any barriers to new companies entering the market. In other words there must not be anything that helps one company stay in the market and blocks others from trading. Finally, every company in the market must have the same access to the resources and technology they need. If all of these conditions are met, there is perfect competition. In this kind of market structure, companies are price takers. This is because the laws of supply and demand set the price, not the company. How does this work? Very simply! An increase in demand will make a company increase its price in order to cover costs. It might try to push its prices even higher than necessary so that it can make more profit. However, it will not be able to do this for very long. The increase in demand and the higher price will make other companies want to enter the market, too. 2. Ответьте письменно на вопросы по тексту. What is market structure? Give examples of market structures. How many conditions are necessary for perfect competition to exist? Do small or large companies operate in a market with perfect competition? Do companies make the same or different products in a market with perfect competition? Is it easy for new businesses to enter a market with perfect competition? Does perfect competition exist in reality? 3. Заполните пропуски в предложениях одним из слов или словосочетаний, предложенных ниже. Перепишите полные предложения и переведите их на русский язык.
Perfect competition and … … are opposites. In a market with perfect competition all companies have equal access to the … and technology they need. Everyone should have … to education. In a market with perfect competition companies are … … as they can’t affect the prices. In a market with perfect competition each company has its small … of the market. A perfect economic system may never … . In a market with perfect competition there are many companies supplying the same … or service. The laws of … and demand set the price in the market. There mustn’t be any barriers for companies that want to … the market. Задание 4. Переведите предложения на русский язык, обращая внимание на функции инфинитива. To spend more one should earn more. The equipment to be installed will need more monitoring. Many companies merge in order to increase market power rather than to increase efficiency. We intend both to replace the board and design a new aggressive policy. The main tasks of an economist are to collect data, create economic models and formulate theories. 5. Переведите предложения на русский язык, обращая внимание на формы и функции герундия. Printing money is rarely a solution for economic crises. Despite all the advantages of having an open economy, countries sometimes restrict trade with other countries. Specialising in one area of trade will give a country a comparative advantage. If interest rates are reasonable, people continue taking out loans and using credit cards. During a boom, consumers feel confident about spending because their jobs seem secure. 6. Переведите предложения на русский язык, обращая внимание на формы и функции причастия. Wealth can include money saved in bank accounts or invested in pension schemes. Government’s main weapon to fight inequality is taxation making the income gap between the rich and the poor smaller. As the division of labour increases, the amount of time needed to train each worker decreases. At the top of the company there is the board of directors taking major decisions and setting objectives for the staff. Having done thorough market research, the company identified its target consumers and launched a new advertising campaign. 7. Переведите предложения на русский язык, обращая внимание на типы условных предложений. If wages rise, unemployment will rise. If the agent defaults on the agreement, we will take legal action. If they gave us a special price, we would put in a big order. If we had anticipated the crash, we wouldn’t have lost so much money. We’ll stop meeting now unless there is something else to discuss. Вариант 5 1. Прочитайте и переведите письменно текст. TAXATION The primary function of taxation is, of course, to raise revenue to finance government expenditure, but taxes can also have other purposes. Indirect excise duties, for example, can be designed to dissuade people from smoking, drinking alcohol, and so on. There is always a lot of debate as to the fairness of tax systems. Business profits, for example, are generally taxed twice: companies pay tax on their profits (corporation tax in Britain, income tax in the USA), and shareholders pay income tax on dividends. Income taxes in most countries are progressive, and are one of the ways in which governments can redistribute wealth. The problem with progressive taxes is that the marginal rate – the tax people pay on any additional income – is always high, which is generally a disincentive to both working and investing. On the other hand, most sales taxes are slightly regressive, because poorer people need to spend a larger proportion of their income on consumption than the rich. The higher the tax rates, the more people are tempted to cheat, but there is a substantial 'black' or 'underground' economy nearly everywhere. In Italy, for example, self-employed people – whose income is more difficult to control than that of company employees – account for more than half of national income. Lots of people also have undeclared, part-time evening jobs (some people call this 'moonlighting') with small and medium-sized family firms, on which no one pays any tax or national insurance. To reduce income tax liability, some employers give highly-paid employees lots of perks or benefits instead of taxable money, such as company cars, free health insurance, and subsidized lunches. Legal ways of avoiding tax, such as these, are known as loopholes in tax laws. Life insurance policies, pension plans and other investments by which individuals can postpone the payment of tax, are known as tax shelters. Donations to charities that can be subtracted from the income on which tax is calculated are described as tax-deductible. Companies have a variety of ways of avoiding tax on profits. They can bring forward capital expenditure (on new factories, machines, and so on) so that at the end of the year all the profits have been used up; this is known as making a tax loss. Multinational companies often set up their head offices in countries such as Liechtenstein, Monaco, the Cayman Islands, and the Bahamas, where taxes are low; such countries are known as tax havens. Criminal organizations, meanwhile, tend to pass money through a series of companies in very complicated transactions in order to disguise its origin from tax inspectors – and the police; this is known as laundering money or money laundering. 2. Ответьте письменно на вопросы по тексту. What are the main functions of taxation? Are tax systems always fair? Why? What are the advantages and the disadvantages of progressive taxation? How do companies avoid paying taxes? Do many countries have underground economy? 3. Прочитайте текст “Taxation” еще раз. Перепишите утверждения, данные ниже, и укажите, являются ли они верными или неверными (TrueorFalse). Подтвердите свое мнение цитатами из текста. Taxation is the main source of revenue for the government. Taxes can be designed both to discourage and to encourage spending. The same amount of money can be taxed more than once. Progressive taxes may discourage people from working extra hours. Sales taxes are unfair because poor people spend more than the rich. The Italian government knows that about one seventh of national income escapes taxation. 'Loopholes' are a common form of tax evasion. If you pay a lot of your income into a pension fund or a life insurance policy you never have to pay tax on it. A company that makes an unusually large profit during a tax year might quickly decide to spend it, for example, on a new factory or equipment. 4. Переведите предложения на русский язык, обращая внимание на функции инфинитива. The tendency to increase the amount of benefits paid to the population is becoming more obvious. The first step to be taken is to start negotiations. To ensure a steady economic growth, all the macroeconomic parameters must be involved. The inflation rate was not high enough to start paying compensations to workers. The crops harvested were so big as to be able to store them and even export part of them. 5. Переведите предложения на русский язык, обращая внимание на формы и функции герундия. Calculating consumer price index is a part of general statistic procedure. In dealing with statistical data it is necessary to have all the factors involved. There is high probability of their being invited to the congress as special guests. We’ll probably think of trying another approach in this matter. Finding suitable premises was more difficult than we anticipated. 6. Переведите предложения на русский язык, обращая внимание на формы и функции причастия. When studying market economy we have to understand that business enterprise is the very heart of private property. Adam Smith’s works followed by those of Karl Marks and John Maynard Keynes constitute different approaches known in the economic thought. Having established the reasons we can proceed with our regular work in this matter. Writing the letter he thought about the urgent order. We are interested in goods produced by this factory. 7. Переведите предложения на русский язык, обращая внимание на типы условных предложений. If I was promoted, I would be able to buy a bigger house. If you worked a bit harder, you'd be really good at your job. If they offer me the job, I will probably take it. If I had known about the layoffs, I would have started looking for a job. The meeting would have been called off if John hadn't arrived at the last moment. Вариант 6 1. Прочитайте и переведите письменно текст. Niche Marketing: Targeting the Best Prospects Many entrepreneurs think that selling to the widest possible market is the likeliest path to success. They are afraid to pursue a market niche because they fear they'll lose business by turning away customers. But this 'take all comers' approach is not very effective. It's hard to stand out when you market your business without a distinctive set of prospects in mind. Occupying a niche means you won't be competing with a lot of similar businesses solely on price. And because you will be selling products and services that are customized to the specific needs and predispositions of a select group of people, you can often charge more. Your products and services serve a market that can't easily find alternatives. The process starts with market research: analyze your best potential customers, your competitors, your market's predisposition toward your products and services, and your ability to serve these people so well as to make you their vendor of choice. Market research is like sticking your toe into a lake before jumping in. If you figure out exactly which group of people you want to reach, and what their needs are, you avoid wasting time and money. Once you know, you can alter your product or services to fit the needs of your target market more closely, and you can craft a message that reflects your business and your customer. Market research does not require expensive consultants, surveys or focus groups — it can be as simple as asking your best customers the right questions. To determine if a particular niche is right for you, ask yourself these questions: Do I have an identifiable target population with similar interests and needs? Is the market large enough to support my business? Can I tailor my products, services, and business identity to address that market's particular needs? Is my target market currently underserved? Can I reach my potential customers in a cost-effective manner? Your niche will give your marketing efforts a natural, sharp focus. The more you specialize, the more your market will see the value of your services because you speak directly to their unique situation. Assuming your niche is large enough, you can do quite well by becoming a provider of products and services that can't be found anywhere else. 2. Прочитайте текст еще раз. Перепишите утверждения, данные ниже, и укажите, являются ли они верными или неверными (TrueorFalse). Подтвердите свое мнение цитатами из текста. Many entrepreneurs are afraid to pursue a market niche. It is hard to stand out when you market your business without a distinctive set of prospects in mind. Marker research is the first step in niche marketing. To occupy a niche means that you will compete with a lot of businesses solely on price. Market research requires expensive consultants, surveys and focus groups. 3. Заполните пропуски в предложениях одним из слов или словосочетаний, предложенных ниже:
If our … of young people aged between 18 and 25 are buying our clothes, it is because they like them. Mrs. Wilson is one of our regular …. … is a small area of trade within the economy, often involving specialized products. His report … an audience of businessmen. If an activity is …, it is good value for the amount of money paid. … shows that demand for small cars will continue to grow. He was one of the … of the eighties who made their money in property. Their prices are better than any of their …. Entrepreneurs should be aware of the customers’ … and needs. This … is very effective. Задание 4. Переведите предложения на русский язык, обращая внимание на функции инфинитива. Listen, Derek failed to pass his final exams! The test turned out to be easy. The buyers want to know our terms of payment. This is for you to decide. The secretary was happy to have been invited to the party. To be a good manager you have to like people and be good at communication. 5. Переведите предложения на русский язык, обращая внимание на формы и функции герундия. My documents need correcting. We can’t excuse their not answering our invitation. He doesn’t like having been invited to their parties. The Chairman began speaking. She has a habit of interrupting people. 6. Переведите предложения на русский язык, обращая внимание на формы и функции причастия. Writing the letter he thought about the urgent order. Having made the report Tom left the room. This is the warehouse built many years ago. The hall was full of smoking people. The house being built in our street is a new supermarket. 7. Переведите предложения на русский язык, обращая внимание на типы условных предложений. If you spoke less and listened more, you'd be more aware of what people really felt. If I lost my job, I'd have a lot of problems getting another one. If we spent more on Research and Development, we wouldn't be so behind technologically. I think it would create much better discipline in the office if you showed me a bit more respect in front of my staff. I'll only call you if I think there is a problem. |