COMPUTERS AS TOOLS FOR MARKETING

Задание 5. Письменно переведите текст и выучите лексику активного словаря.

MARKETING TO-DAY

Marketing is a new science. What has been around previously is the art of salesmanship. Salesmanship is the art of manufacturing some thing and making another person want it. Marketing is the art of finding out what the other person wants, then manufacturing it for him.

In a market of multiple choice, it is no longer sufficient to produce a product and show your customers that it satisfies one of their basic needs. You must show them it provides benefits other products fail to provide, that it can be supplied at a competitive price and above all, supplied reliably. But in this fast changing world, competitors catch up more quickly than ever.

Preferences that consumers have for this or that product work for shorter and shorter periods. Choice makes marketing work.

Companies need to be constantly engaged in product development, if they wish to grow and make products. Coca Cola was successful for many years with one product in one size until Pepsi Cola challenged them with a bottle double the size at the same cost to the consumer. Since then Coca Cola has made many changes. Today Coca Cola has many different soft drinks, cheeses, wines, movie companies, television production companies to name only a few of its holdings.

Multiple choices for the consumer is the motor that drives the marketing vehicle.

Words and word combinations

marketing - маркетинг, создание рынков сбыта или спроса

salesmanship - навязывание, проталкивание товара

basic needs - основные потребности

consumer - потребитель

product development - разработка изделия

challenge - бросать вызов

Вариант 5

Задание 1.

Перепишите предложения и переведите их на русский язык, обращая внимание на разные значения слов it, that, one:

1 This device worked better than that one.

2 They proved that he was wrong.

3 Is it easy for you to express your ideas in English?

4 One should be carefully working with these substances.

5 It is the energy of falling water that is used to drive turbines.

Задание 2.

Перепишите предложения и переведите их, обращая внимание на функции инфинитива:

1 To summarize the findings of the tremendous work requires many pages.

2 The article to be translated is available in our library.

3 Computers are used to perform mathematical operations in the quickest possible way.

4 They promised to supply us with the necessary equipment.

5 The purpose of this article is to describe certain properties of metals.

Задание 3.

Перепишите предложения, определите в каждом из них видовременную форму и залог глагола-сказуемого. Переведите на русский язык:

1. The question whether to go to Wales or to Scotland for the holidays is still being discussed.

2. There has been no news about when the lecturer arrives.

3. I met him by chance in the park.

4. The bell rang after we had finished our work.

5. Harry will be doing his military service next year.

Задание 4.

Перепишите предложения и переведите их на русский язык, обращая внимание на бессоюзное подчинение:

1. The girl I see every day is my neighbour.

2. The problem we shall deal with is connected with new electronic devices.

3. We know the value of voltage is the same in all the elements of a parallel circuit.

4. A light year is the distance light travels at the speed of about 186.000 miles in a second in a year.

5. Roentgen was sure his discovery would contribute much to the world science.

Задание 5. Письменно переведите текст и выучите лексику активного словаря.

INSURANCE OF GOODS

The export trade is subject to many risks, ships may sink or collide, consignments may be lost or damaged. All sensible businessmen now insure goods for the full value. The idea of insurance is to obtain indemnity in case of damage or loss. Insurance is against risk.

While the goods are in a warehouse, the insurance covers the risk of fire, burglary, etc.

As soon as the goods are in transit they are insured against pilferage, damage by water, breakage or leakage. Other risks may also be covered.

The insured is better protected if his goods are insured against all risks. The goods may be also covered against general and particular average.

Particular average refers to risks affecting only one shipper's consignment.

General average refers to a loss incurred by one consignors but shared by all the other consignors who use the same vessel on the same voyage.

Foreign trade organizations in most cases take out insurance with many insurance companies which have recently appeared in Ukraine.

Words and word combinations

consignment - груз, партия товара

insurance indemnity - страховое возмещение

warehouse - склад (товарный)

burglary - кража со взломом

pilferage - мелкая кража, хищение из отдельных мест груза

leakage - утечка

general average - страх. общая авария

particular average - страх. частная авария

incur losses - терпеть убытки

Контрольная работа № 4

Вариант 1

Задание 1.

Перепишите и письменно переведите на русский язык следующие предложения. Помните, что объектный и субъектный инфинитивные обороты соответствуют придаточным предложениям.

1. A number of Soviet scientists believe the Tunguska explosion to be caused by meteorite.

2. The crew is reported to have carried out a great deal of scientific experiments.

3. Faraday expected electrochemistry to be widely used in industry.

4. They wanted this apparatus to be adjusted carefully by the operator.

5. Reconstruction of those plants was supposed to take four years.

Задание 2.

Перепишите и письменно переведите на русский язык предложения, обращая внимание на перевод независимого (самостоятельного) причастного оборота.

1. All preparations being made, they started the experiment.

2. The day being warm, we opened the windows.

3. With the experiments having been carried out, they started new investigation.

4. She ran up the stairs, her heart thumping painfully.

5. My colleague being away, I had to take the decision myself.

Задание 3.

Перепишите и письменно переведите на русский язык следующие сложные предложения. Обратите внимание на перевод условных предложений различных типов.

1. If he had booked seats beforehand we should go to the theater now.

2. If the weather is fine they will visit Windsor.

3. If she had free time last Sunday she would have helped us.

4. He would have used the device if it had been in order.

5. Were she a specialist in this field, we should show her the new installation.

Задание 4. Перепишите и переведите текст.

HOW TO WIN A MARKET

If you want to market your product abroad for the first time you will find the task difficult. The international market is highly competitive, with very many manufactures chasing the same customers.

It is very difficult to take business away from current suppliers. To be successful, the newcomer must have a compelling offer to make the customer switch to his product.

In business and industrial marketing, there are three compelling things: price, function and source.

Price: A lower price can be a tie-breaker. A substantially lower price can be compelling offer. But it a does not mean that the order always goes to the lower bidder. The product must always satisfy the function.

Function: The product must always perform the function for which it is intended and quality standards. However, in a world of rapid technological development customers are always looking for new products that do the job better, faster, more efficiently. Source: A company's reputation for quality and reliability of delivery are increasingly important. Quality and timely delivery are essential to customers.

Purchasing people are primarily interested in price. Engineers are primarily interested in function. Management is interested in source. Marketing communications, therefore, must be on three levels: our prices are competitive, our products are good or superior, our company is dependable. Each message must be targeted for the right audience and efficiently delivered through the right channel.

Articles and advertising in technical and professional publications, trade shows and exhibitions, seminars and symposiums, technical and product bulletins - all are basic tools of the industrial marketer. The extensive use of advertising builds in the minds of consumers the company's image for quality.

Ukrainian industrialists planning to enter foreign markets should examine which compelling offers they can make. Then they should carefully plan their communications program to ensure that their message is heard and understood by the target audiences. In a market of many choices, the communications must be as competitive as the product itself.

If you want to enter a new market you must answer the questions:

1. How far do we have capability to produce the needed product?

2. How good is the service we can provide?

3. What marketing communications are we going to use?

4. Is our offer compelling?

Вариант 2

Задание 1.

Перепишите и письменно переведите на русский язык следующие предложения. Помните, что объектный и субъектный инфинитивные обороты соответствуют придаточным предложениям.

1. The document is supposed to be lost.

2. We consider heat to be a form of energy.

3. Computers are known to provide capability to make rapid calculations.

4. The experiment turned out to lead to good results.

5. The work is reported to be in progress.

Задание 2.

Перепишите и письменно переведите на русский язык следующие предложения, обращая внимание на перевод независимого (самостоятельного) причастного оборота.

1. Weather permitting, we shall be able to get there on Monday.

2. They walked in the cold night, fresh snow crunching noisily underfoot.

3. Powerful nuclear ice-breakers being built in our country, we began a new chapter in the history of Arctic exploration.

4. We continued our work, with our laboratory assistants helping us.

5. This is a device used for detection and measurement of light, its principle of action being simple.

Задание 3.

Перепишите и письменно переведите на русский язык следующие предложения. Обратите внимание на перевод условных предложений различных типов.

1. If I were you I should not take the news too much to heart.

2. If I have time I shall call Mary and we'll go to the theater.

3. If we want to be in time we must take a taxi.

4. If life existed on Venus we should know this.

5. Had I known about it before, I would have spoken to him.

Задание 4.

Перепишите и переведите текст.

PATTERNS OF FOREIGN TRADE

Currently, foreign firms can participate in the Ukraine market in a number of ways.

These include direct sales, trade through agents, production cooperation, the signing of licensing agreements, the creation of joint ventures.

DIRECT SALES.

The most common means of doing business with Ukraine is through straight sales of foreign goods in exchange for foreign currency of Ukrainian produced commodities (countertrade).

In a countertrade transaction the Seller agrees to take full or partial payment in goods.

Countertrade covers barter, counterpurchase, buyback.

A barter deal involves an exchange of goods to an equal value. As a rule, little or no currency is involved.

Counterpurchase refers to short and medium-term transactions. The Western Seller commits himself to purchase an agreed value of the Buyer's products to help finance the original sale. The counterpurchase element of a contract may be about 10 per cent of the total contract value.

Buyback refers to long-term contracts and is connected with the development projects supported with huge credits. Buyback involves two phases, one for the delivery of equipment to the Buyer and a second for the delivery of the end product to the Seller.

Foreign Economic Restructuring has affected the conduct of foreign trade, the banking system and role of the Ukrainian enterprise in the economy.

The main points of the foreign trade reform are:

- enterprises now have the right to conduct foreign trade;

- industrial enterprises are allowed to maintain hard currency bank accounts;

- greater emphasis is made on exports and world marketing technique;

- inward investment by means of joint ventures is encouraged;

Some plants and factories team up with research centers to form a consortium. Their final objective is to sell the equipment produced in a package deal.

Вариант 3

Задание 1.

Перепишите и переведите на русский язык следующие предложения. Помните, что объектный и субъектный инфинитивные обороты соответствуют придаточным предложениям.

1. We expect this young scientist's work to lead to a new discovery in the field of chemistry.

2. The student seems to know this rule well.

3. They are likely to come here.

4. The results obtained are considered to be satisfactory.

5. The properties of the new material are known to be determined next month.

Задание 2.

Перепишите и письменно переведите на русский язык предложения, обращая внимание на перевод независимого (самостоятельного) причастного оборота.

1. The speed of the light being extremely great, we cannot measure it by ordinary methods.

2. Silver being very expensive, we only rarely use it as a conductor.

3. There being no atmosphere, the lunar surface is exposed to direct sunlight.

4. The students wrote their English test-paper, each doing his variant.

5. Knowledge being the most valuable wealth of our times, the information theory become of great importance for the national economy.

Задание 3.

Перепишите и письменно переведите на русский язык следующие предложения, обратите внимание на перевод условных предложений различных типов.

1. If I were you I would buy this watch. This is quite reasonable.

2. If it does not take much time they will have the talks.

3. The secretary will help you have any difficulty.

4. If he had been to England he would have spoken English much better.

5. Had they the necessary materials they would do this work.

Задание 4.

Перепишите и письменно переведите на русский язык текст.

SKILLS OF NEGOTIATING

Most negotiations are conducted with a view to reaching a compromise agreement. Both parties together move towards an outcome which is to mutual benefit.

This is a range of tactics which can help conduct negotiations.

It's no use immediately discussing business matters. The topic at the outset of negotiations should be neutral, non-business. It could be immediate experiences, the sort of journey the visitor has had; football, ice-hockey, the morning's newspaper headlines, common interests, etc.

Five per cent of the negotiating time is devoted to breaking the ice. The two parties adjust their thinking and behaviour to one another.

If you want to follow the reaction of your visitor introduce in your speech the question - "Agree?"

At the very beginning of the talks get agreement covering the purpose, plan, agenda of a meeting.

Here is some advice to a negotiator.

1. First discuss major items, then minor items.

2.Follow the headlines of the plan one by one

Вариант 4

Задание 1.

Перепишите и переведите на русский язык следующие предложения, помните, что объектный и субъектный инфинитивные обороты соответствуют придаточным предложениям.

1. She seemed to have forgotten our quarrel.

2. He expects his colleagues to compete the experiment soon.

3. The new method is believed to have given good results.

4. The people from the Institute of Optics are known to work hard at new device.

5. Objects are said to be warm, hot, cool, or cold compared with the temperature of the human body.

Задание 2.

Перепишите и письменно переведите на русский язык предложения, обращая внимание на перевод независимого (самостоятельного) причастного оборота.

1. It being late, we decided to stop working.

2. The installation was automized last year, its capacity rising by 25 per cent.

3. The value of the damaged good having been calculated, they found that loss amounted to 150 pounds.

4. Some new devices having been obtained, the researchers could make more complex experiments.

5. The scientists has made a number of experiments, some of them being very important for our work.

Задание 3.

Перепишите и письменно переведите на русский язык следующие предложения. Обратите внимание на перевод условных предложений различных типов.

1. If I had only known I would have taken one more blank film for my camera.

2. If you have time we shall go to see one of the most interesting places.

3. If you want to phone somebody from a telephone booth, you pick up the receiver and hear a steady tone that means you may dail.

4. In case I saw him tomorrow, I would certainly speak to him.

5. Were I free I should help my groupmates in mathematics.

Задание 4.

Перепишите и переведите текст.

FORCE MAJEURE

For majeure is a force against which you cannot act or fight.

Every contract has a force majeure clause. It usually includes natural disasters such as an earthquake, flood, fire, etc. It can also list such contingences as war, embargo, sanctions. Along with this there are some other circumstances beyond the Sellers control. The Seller may find himself in a situation when he can't fulfill his obligation under the Contract. It may happen if there is a general strike in the country, a strike of coal-miners, transport workers, etc. Production may be suspended if there is a shortage of the energy supply. When negotiating a contract a list of contingencies must be agreed on and put into the Contract.

When a manager makes up a contract he must not thing only of his one-sided interest. He must think in terms of common interest with his counterpart. Only then will be prove loyal to his partner.

In case of a contingency the Seller must notify the Buyers of a force majeure. The Article of the Contract to this effect may run:

"Should the Seller fail to notify the Buyer of a contingency the Seller is denied a right to rebber to these circumstances". The Seller is to notify the Buyer of a contingency right away. If it's done in due time the Buyer may take immediate action to protect his interest. He may sign a contract with another supplier on similar terms or if it's impossible he will secure the best possible terms he can have at the moment.

If prices are rising he will be quick to act and will do everything possible to negotiate the best price obtainable at the moment.

A force majeure must be a proven fact. The Seller is to submit to the Buyer a written confirmation issued by the Chamber of Commerce to this effect. The certificate testifies that a contingency really took place. It describes its nature and confirms its duration.

In a dispute between Buyer and the Seller not only the fact of a contingency is to be ascertained. The Seller must have evidence that non-execution of a contract or its partial fulfillment is a direct result of a contingency. If it is proved the Seller is not liable and the execution of a contract is postponed until all the after-effects causing damage are elinimated. A natural disaster may last a few minutes but it'll take a lot of time to re cover the loss.

Вариант 5

Задание 1.

Перепишите предложения и письменно переведите их на русский язык. Помните, что объектный и субъектный инфинитивные обороты соответствуют придаточным предложениям.

1. She turned out to have cleaning the house since the morning.

2. I know them to work hard.

3. The result was expected to agree with the theoretical predictions.

4. More than 100 elements are supposed to be there on the Earth.

5. He seemed to know all about it.

Задание 2.

Перепишите и письменно переведите на русский язык предложения, обращая внимание на перевод независимого (самостоятельного) причастного оборота.

1. The cotton market capacity being limited, the emergency of more cotton supplying countries sharpened the contradictions of the market.

2. Agricultural products account for one-half of the European Country's imports from overseas, the biggest items being grain, oils, and sugar.

3. There being no other traffic on the road, we drove rather fast.

4. Weather permitting, the airplane starts early in the morning.

5. Light and food industries being modernized, much are being done to expand the production of consumer goods.

Задание 3.

Перепишите предложения, переведите их на русский язык письменно. Обратите внимание на перевод условных предложений различных типов.

1. If we start off now we'll arrive there by dinner time.

2. If the minutes have been circulated to members with the agenda there is no need to read them.

3. I'll speak to him if I have a chance.

4. Should the pumps stop working the underground water would overflow the mine.

5. If they had completed the research, the result would have been discussed at the conference.

Задание 4.

Перепишите и переведите текст.

JOINT VENTURES

Ukrainian enterprises have a right to set up joint ventures on the Ukraine territory with foreign firms. A joint venture can be created between any number of foreign and Ukrainian enterprises.

A joint venture has limited liability. It should be self-supporting and self-financing.

Joint ventures offer foreign investors direct access to the Ukrainian market. It may be set up in any branch economy: agriculture, industry, trade, construction, service sector, etc. A foreign participant may repatriate his share of profit abroad.

The main features of interest to the Ukrainian participant are:

n to satisfy the requirements for the domestic market.

n to attract foreign technology and foreign management experience.

n to improve the export base of the Ukraine and reduce irrational imports by means of import substitution.

If the parties want to form a partnership a Protocol of Intent is normally signed.

A joint venture becomes a juridical person after it has been registered with the Ministry of Finance. The foundation documents and the Feasibility Study are the most important documents for the application procedure.

FOUNDATION DOCUMENTS

The foundation documents include the Agreement between the partners of the establishment of a joint venture and the Charter or Statute of a joint venture. These documents outline the leagal Status of a joint venture, the funds raised, Management and Personnel and some other provisions.

FEASIBILITY STUDY

The Feasibility Study is jointly prepared by the partners involved. It covers the objective of a company, the working capital, the product to be manufactured, the marketing possibilities, the technical back-up of a project.

Only after registration the company may open a bank account and conclude agreements and contracts in its own name.

MANAGEMENT AND PERSONNEL

A joint venture must be managed by a Board of Directors represented by the Ukrainian and foreign participants. The Board is a governing body which sets out the strategy of a company.

Day-to-day management must be determined by a Directorate formed from Ukrainian and foreign citizens.

БИБЛИОГРАФИЧЕСКИЙ СПИСОК

1. Шевелева С.А. Английский язык для бизнесменов. Ускоренный курс/С.А.Шевелева, М.Н.Скворцова - М.: Профиздат, 1990.- 350 с.

2. Берман И.М. Учебник английского языка/И.М.Берман - К.: Вища шк.,

1987.- 280 с.

3. Петрова А.В. Учебник английского языка для заочных вузов/А.В.Петрова,

С.В.Понтович- М.: Вища шк., 1961. - 300 с.

4. Морозенко В.В. Английский язык для экономистов/В.В.Морозенко - М.:

Вища шк., 1986.- 460 с.

5. Беляева М.А. Грамматика английского языка/М.А.Беляева - М.: Вища шк.,

1986.- 180 с.

6. Новицкая Т.М. Практическая грамматика английского языка/Т.М.Новицкая, Н.Д.Кучин - М.: Вища шк., 1961. - 200 с.

7. Англо-русский словарь; Под ред. Ахмановой О.С. – М.:»Русский язык», 1977.- 640 с.

8. Англо-русский словарь; Под ред. Мюллера В.К.- К.: Каннон, 2000. - 688 с.

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