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КАТЕГОРИИ

The Private Enterprise System

Стр 1 из 4Следующая ⇒

Вступ

Посібник для практичних занять з англійської мови призначений для студентів вищих навчальних закладів факультетів документальних комунікацій та менеджменту.

Матеріал викладено згідно програми з англійської мови для немовних спеціальностей.

Мета посібника – поглиблення і розширення навичок усного і письмового мовлення, збагачення словникового запасу, набуття навичок правильного розуміння і перекладу оригінального англійського тексту по спеціальності, багатого лексикою і складними граматичними конструкціями.

В посібник включені оригінальні тексти, взяті із статей, опублікованих в англійських та американських науково – популярних журналах.

Вправи, що знаходяться після кожного тексту, мають граматичний або лексичний характер.

Посібник має на меті допомогти студентам в їх самостійній роботі над лексичним матеріалом англійської мови з цього фаху.

Management as a science

Management Science is concerned with developing and applying models and concepts that may prove useful in helping to illuminate management issues and solve managerial problems. The models used can often be represented mathematically, but sometimes computer-based, visual or verbal representations are used as well or instead.

The range of problems and issues to which management science has contributed insights and solutions is vast. It includes scheduling airlines, both planes and crew, deciding the appropriate place to site new facilities such as a warehouse or factory, managing the flow of water from reservoirs, identifying possible future development paths for parts of the telecommunications industry, establishing the information needs and appropriate systems to supply them within the health service, and identifying and understanding the strategies adopted by companies for their information systems.

The staff within Lancaster’s Department of Management Science work with all these problems and many more. Their research in management science is concerned with developing novel methods and approaches to well-known problem areas, and also the use of established approaches to understand new areas of application. Teaching within the Department utilizes these latest ideas to convey the practical importance of Management Science to organizations.

Management in all business areas and human organization activity is the act of getting people together to accomplish desired goals and objectives. Management comprises planning, organizing, staffing, leading or directing, and controlling an organization (a group of one or more people or entities) or effort for the purpose of accomplishing a goal. Resourcing encompasses the deployment and manipulation of human resources, financial resources, technological resources, and natural resources.

Because organizations can be viewed as systems, management can also be defined as human action, including design, to facilitate the production of useful outcomes from a system. Management can also refer to the person or people who perform the act of management.

Marketing Management

Management by definition is a function of planning, organizing, coordinating, directing and controlling. Any managerial system at, any managerial level is characterized in terms of these general functions.

Management is revealed in a variety of specific activities. Marketing management refers to a broad concept covering organization of production and sales of products, which is based on consumer requirements research. All companies must look beyond their present situation and develop a long-term strategy to meet changing conditions in their industry. Marketing management, therefore, consists of evaluating market opportunities, selecting markets, developing market strategies, planning marketing tactics and controlling marketing results.

Strategic planning includes defining the company’s long-term as well as specific objectives, such as sales volume, market share, profitability and innovation, and deciding on financial, material and other resources necessary to achieve those objectives.

In problems of market selection and product planning one of the key concepts is that of the Product Life Cycle. The products pass through various stages between life and death (introduction growth – maturity – decline) is hard to deny. Equally accepted is the understanding that a company should have a mix of products with representation in each of these stages. Companies can make far more effective marketing decisions if they take time to find out where each of their products stands in its life cycle.

However, the concept of the product life cycle seems frequently forgotten in marketing planning, which leads to wrong decision-making. These may well be seen in the following story.

A supplier of some light industrial equipment felt that the decline in the sales of his major product was due to the fact that it was not receiving the sales support it deserved. In order to give extra sales support to this problem case a special advertising campaign was run. This required cutting into marketing budgets of several promising products that were still in their “young” growth phase. In fact, the

major product has long since passed the zenith of its potential sales and no amount of additional sales support could have extended its growth. This became quite clear in the end-of-year sales results which showed no improvement. the promising products, however, went into gradual sales decline.

In short, management has failed to consider each product’s position in its life cycle.

What can you say about:

· management as a science;

· marketing management as a specific activity;

· the concept of the Product Life Cycle?

Think and answer.

· What is the difference between sales management and marketing management?

· Why is the Product Life Cycle considered one of the key concepts in marketing?

Management	управління, менеджмент
Product Life Cycle	життєвий цикл товарів
Evaluate	оцінювати
Profitability	прибутковість
Managerial	управлінський, керівничий
Decline	спад, зниження
Variety	різноманітність
cut into	скорочувати, забирати
Activities	діяльність
due to	завдяки, внаслідок
broad concept	широке розуміння
Innovation	нововведення
Consumer	споживач
sales support	стимулювання збуту

What is Business?

What do we think of when we hear the word “business”? Some of us think of our jobs, others of the merchants they deal with as consumers, and still others of the millions of firms that make up the world’s economy. This broad, all-inclusive temp can be applied to many kinds of enterprise. Business provides the bulk of our employment as well as the products we enjoy.

Business consists of all profit-seeking activities and enterprises that provide goods and services necessary to an economic system. Some businesses provide tangible goods, such as automobiles, breakfast cereals, and computer chips. Others provide services, such as insurance, car rentals, and lodging. German firm Munich Re has even built a billion dollar business from serving the service industry. Its business is reinsurance: insuring insurance companies so they do not go broke from backing major catastrophes. Business is the economic pulse of a nation, the means through which society’s standard of living improves. Profits are a primary mechanism for accomplishing these goals. Accountants and business people define profits as the difference between a company’s revenues (receipts) and expenses (expenditures). Profits are the financial rewards by successful people who take the risk involved in business.

Just as important as profits are the social and ethical responsibilities that successful businesses must meet. This means companies must be responsible in their dealing with employees, consumers, suppliers, competitors, government, and the general public if they are to succeed in the long run. Robert D. Haas, chairman and chief executive officer of Levy Strauss & Company, says, “A company’s values – what it stands for, what its people believe in – are crucial to its competitive success. Indeed, values drive the business.” Haas feels so strongly about the social responsibilities of business that he drafted an Aspiration Statement for Levy Strauss that emphasizes the importance of “affirming the best of our company’s traditions, closing gaps that may exit between principles and updating some of our values to reflect contemporary circumstances.”

Key words and phrases

profit-seeking activities діяльність, що приносить

прибуток

tangible goods матеріальні (реальні) товари

competitive success успіх у конкуренції

contemporary circumstances сучасні обставини

Ex.1. Answer the following questions:

1. What is business?

2. What is profit?

3. What is the role of profit in business?

4. What can you say about the social and ethical that successful business must meet?

Role of the Entrepreneur

The entrepreneur is a risk taker in the private enterprise system: someone who seeks a profitable opportunity and then devises a plan and forms an organization to achieve that goal. Some entrepreneurs set up new companies and ventures; other revitalize already established firms. The entrepreneurial spirit lies at the heart of the American economic system. If no one took risks, there be no successful businesses, and the private enterprise system could not exist.

Active vocabulary

executive - керівник, адміністратор

vice-president – віце-президент

manager – керуючий, адміністратор

administrator – керуючий, адміністратор

head of deparment – керівник відділу

foreman – майстер, керівник

position – посада

to set objectives – ставити цілі

to delegate authority – розподіляти обов’язки

to work under pressure – працювати з примусу

red tape – канцелярська робота

to be competent - бути компетентним

Vocabulary exercises

Exercise 1. Transform the sentences according to the model.

Model: I’m accustomed to setting objectives.

I’m used to setting objectives

We are accustomed to having unlimited liability.
He is accustomed to delegating authority.
They are accustomed to hiring and firing people.
She is accustomed to working as a head of the department.
You are accustomed to working under pressure.
The executive is accustomed to making decisions.

Exercise 2. Change the modal verb according to the model.

Model: We ought to set objectives this month.

We should set objectives this month.

They ought to talk about the functions of an executive.
A manager ought to make careful decisions.
An executive ought to be very competent.
A vice president ought to decide on hiring, firing, vacation, working hours.
The board of directors ought to plan objectives and changes.
They ought to have a meeting with a head of the department.

Exercise 3. Your executive is a very tough man. What should his staff do to please him?

For ideas:

to be creative - бути з творчим відношенням до справи

to be well-organized – бути добре організованим

to keep fit – тримати себе у формі

to be punctual – бути пунктуальним

to be enthusiastic – бути ентузіастом

to obey the rules – підкорятися правилам

Exercise 4. Answer the question.

What working position is the best for you?
Are you accustomed to working under pressure?
Are you accustomed to a red tape job?
Do you want to be an executive or an administrator of a big company? What should you do for it?
What qualities do you need to be an executive of the company?
What does it mean to be a competent manager?

Exercise 5. Supply the articles where necessary. Translate.

… principal trends of our acrivities are:

- training, retraining, enhancing skills and establishing … system of … continuous education of … managers and specialists in … field of … personnel management as … whole;

- establishing … criteria and methods of … personnel selection and qualification of … personnel and … social development work;

- providing … personnel activities with … effective personnel technologies, developing and putting into … practice … modern forms and methods of … personnel management;

- studying and sharing … world experience of … personnel management, consulting in … field of … personnel management.

Exercise 6. Supply the correct tense-forms of the verbs.

Translate.

To be engaged in such activities (to be) necessary to have an organization sufficiently independent of state structures, free to carry out its plans that (to unite) qualified specialists on the work with personnel. The prototype of such an organization (to be) the cooperative The Kyiv Inculcation Centre “Personal” which (to be) created in 1989.

At that time the organization (to establish) its branches in Ukraine, Byelorussia and Russia which (to train) more than one thousand staff workers early.

The work of the People’s University (to make) possible to extend the research conducted, master the system of training, improve and perfect a scientific and methodical of the process of studies.

Text

Active vocabulary

employer – наймач, роботодавець

option – вибір

to consider – розглядати, брати до уваги

employee –службовець, працює за наймом

to be suitable for the position – відповідати посаді

personal office – відділ кадрів

applicant – кандидат на посаду

valuable source – цінне джерело

employment agency – агентство по найму

consulting firm –консультаційна фірма

to advertise – розміщувати об’яви, рекламувати

resume – резюме

two sets of qualifications – два види характеристик

experience – досвід, враження

evaluate through interviews - оцінювати через інтерв’ю, співбесіда

COMPREHENSION QUESTION(8-9)

1. Which options should an employer first consider when he wants to hire a new employee? 2. What services does a personnel department provide? 3. In what way can the new employees be found outside one’s company? 4. What qualifications does the employer consider in choosing an employee? 5. What is by “professional qualification” for a job? 6. What personal characteristics does the administrator consider when choosing an employee?

VOCABLUARY PRACTICE

Exercise 1. Choose necessary word and put it in the sentence (to advertise, resume, employee, applicant, personnel office, qualification, agency, personal).

1.We are going to interview three, … on the position. 2. If you need applications for this position, … in a special section of the local newspaper. 3. Personnel office will help you to find a new … 4. All the information about the staff of the firm can be found in, …. 5. She has a god … for the position: a college degree, good work experience. 6. I want to find a new secretary, so I’ll call an employment …. Exercise 2. Translate into English 1.Його посада в компанії дуже важлива. 2. Адміністратор ставить цілі, приймає на роботу, звільняє. 3. Вона не любить працювати з примусу.

4. Я звик до канцелярської роботи. 5. Керівник повинен бути компетентним. 6. Керівник цієї групи – дуже талановитий спеціаліст. 7. Нам потрібно найняти нового службовця. 8. Помістіть оголошення в газету. 9.Цей керівник з великим досвідом. 10. Ми повинні розглянути два види характеристик. 11. Кандидати на посаду повинні надіслати резюме. 12.Ви найдете всю інформацію у відділі кадрів. 13. Зверніться в агентство по найму. 14. Наймач повинен звернутися в консультаційну фірму.

GRAMMAR EXERCISES

Exercise1. Put the verbs in brackets into the proper present tense (Preset Indefenite, Present Continuous or Present Perfect).

1. The vice-president usually (to set) objectives for the staff. 2. Don’t disturb me, please, I (to work) with the annual report. 3. This firm often (to advertise) in different newspapers and magazines.

4. We advertised in a special selection of the newspaper but we (not to

receive) the resumes yet.

5. We (to evaluate) already the candidates through the interview. 6. We (to look for) specialist suitable for the position at the present moment. 7. He (to send) just his resume and the letter on interest. 8. They (to fire) the manager. He was not suitable for the position. 9. You have to wait a little. He (to consult) with the executive.

ADDITIONAL EXERCISE If you decide to apply for a job in the western countries, you will probably need to for two documents: a letter of interest and a recurne. This is the way how to do it. Read the letter of interest and a resume and try to write your own documents of the same kind. a) letter of interest Dear Sir or Madame, I graduated from Kyiv State University in 1985. Now am finishing my post-graduate studies to defend candidate thesis this winter. My major subject is called the theory of literature, which includes the study of the history of Ukrainian and foreign literature. I am interested in working in the Ukrainian department of your University as a teacher of Ukrainian and Ukrainian literature for the school year 1998–1999. In high school I gained experience teaching Ukrainian foreign students. In your department I could assist in the give lectures on Ukrainian literature. If you are interested, please write me at the above address. I will look forward to hearing from you.

Education Kyiv state University, Philological Faculty, English Department (1983). Kyiv State University. Post graduate course (1990).

Experience Kyiv State University. Philological Faculty. I delivered lectures on European Literature of the 17-18^th centuries (Fall 1988 Present). Kyiv State University. Philological Faculty Department of Ukrainian language. Lecturer on Ukrainian Literature of the 19-20^th centuries (Fall1988-Summer 1994).

Kyiv State University. Summer Courses of Ukrainian

Language (Summer 1989, 1990, 1991). Kyiv State University. Department of English (1988-1994).

Activities Intercontact Co-operative Firm. Courses of intensive studies of foreign languages. Teacher of Eng-lish. Kyiv State University Exchange program by Kyiv and Eastern Washington Universinies. Tutor of American postgraduates in Ukrainian conversational skills (Fall 1989-winter 1990). Private English lessons (Fall 1989-Present).

Publications I am the author of 6 articles published in different editions of collections of articles. The topic of these articles is related to folk and romantic British balladry, the latter being the subject of my candidate thesis which I am going to defend this year.

Languages Ukrainian (native language), English, French.

LINE AND STAFF POSITIONS

(Лінійні і управлінські посади)

Text

In business organization structure means the relationship between positions and people who hold the positions.Organization structure is very important because it provides an efficient work system as well as a system of communication.

Historically, line structure is the oldest type of organization structure. The main idea of it is direct vertical relationship between the positions and tasks of each level, and the positions and tasks above and bellow each level. For example, a sales manager may be in a line position between a vice-president of marketing and a salesman. Thus a vice - president of marketing has direct authority over a salesman. This chain of command simplifies the problems of giving and taking orders. When a business grows in size and becomes more complex, there is a need for specialists. In such a case administrators may organize staff

departments and add specialists to do specific work. These people are usually busy with services, they are not tied in with the company product. The activities of the staff departments include an accounting, personnel, credit and advertising. Generally, they do not give orders to other departments.

ACTIVE VOCABULARY

Relationship – взаємовідношення

to hold a position – займати посаду

Organization structure – організаційна структура

Level – рівень Sales manager – керівник по торгівлі, маркетингу salesmen – продавець To have direct authority over smb. – мати пряму владу над ким To give orders – віддавати накази Complex – складний Staff – штат,управління Staff department – управлінський відділ (не має прямого відношення до виробництва, но його обслуговуючий) Line department – лінійний відділ(має безпосереднє відношення до кінцевого продукту) to be tied in with the company product – мати відношення до кінцевого продукту

COMPREHENSION QUESTIONS

1. What does the organization structure mean? 2. What does the organization structure provide? 3. What is historically the oldest type of organization structure? 4. In what position is a sales manager in attitude to vice – president of marketing and a salesman? 5. What is the difference between line and staff departments? 6 Why is an advertising department or a credit department considered staff structure then line structure?

VOCABULARY PRACTICE

Exercise 1. Choose the necessary word and put it in the sentence (relationships, to hold a position, authority, complex, task, a line department, a staff department).

1. Organization structure shows … between each position and positions above and below. 2. A sales manager has direct … over a salesman. 3. As a rule a … usually does not give orders to other departments. 4. When the business gets more … there is a need for staff departments. 5. My friend … … of sales manager. 6. The … of staff departments is to do different services. 7. My friend works in a … … he is responsible for the company product.

DIALOGE

(Peggy Forman is talking with Jaff Downing, another administrative assistant in her company.)

Jaff How are you today, Peggy? Peggy Oh, fine, thanks. Jaff Glad to hear that. By the way, are you Familiar with the

organizational chart for the company?

Peggy No. I am not. What it is like actually?

Jaff Well, The chart shows how the employees are devided into

groups. It gives one an overview of the chain of command

in the company.

Peggy I see. The positions can be line and staff ones.

Jaff Yes. The subject is not new to you. What else do you

know about it?

Peggy As far as I know a worker in a line position receives orders

from his immediate subordinate.

Jaff Exactly, that’s the line chain of command.

Peggy A worker in a staff position reports directly to a line worker

but neither gives nor receives orders for line workers. Am I

right?

Jaff Yes, you are. But someone may have line authority over

people in his department and not be considered a line

administrator.

Peggy How cant it be?

Jaff That’s possible when a whole department is a staff

department. For example, in our company the head of the

credit department or the personnel department can hardly

ever be president of the company.

Peggy And what do the people in staff departments do, how is their

work different?

Jaff Well, they are usually busy with services and they could do

the same service for any company. So they are not in the

line.

Peggy It seems to be rather complicated.

Jaff It only seems so. I think the chart should help.

Peggy Oh, sure. But, Jaff, would you explain me what span

of control is?

Jaff Oh, span of control refers to the number of people whom one

manages directly.

Peggy Can you give example?

Jaff Well. The President of our company directly manages the

Vice- President of Production, the Vice- President of

Marketing and the Controller. Thus, his span of control

Includes three people.

Peggy Yes, now I see. Thank you for your help.

Jaff Not at all. Why don’t we go to the coffee stall and have

a snack together?

Active vocabulary

organizational chart – організаційна схема

line position – лінійна посада

immediate subordinate – безпосередній підлеглий

line chain of command – лінійна структура підпорядкування

staff position – управлінська посада

to report – підкорятися, представлятися

credit department – кредитний відділ

span of control – сфера безпосереднього підпорядкування

vice-president of production – віце-президент по виробництву

vice-president of marketing – віце-президент зі збиту

controller – головний фінансист

span of control – сфера безпосереднього підпорядкування

VOCABULARY EXERCISES(14-15)

GRAMMAR EXERCISES

Exercise 1. Transfer the sentences from Active into Passive.

Model: The manager examines organizational structure of the firm. Organizational structure of the firm is examined by the manager.

1. Vice-president gives orders to his employees.

2. I receive orders from the sales manager.

3. My friend holds a position of general manager.

4. Personnel office receives resumes from prospective candidates.

5. Staff departments do different service to line departments.

Model: My friend is examining the organizational chart.

The organizational chart is being examined by my friend.

1. I am sending my annual report to my immediate superior.

2. The foreman is firing his immediate subordinate.

3. Controller is giving the orders to his employees.

4. We are changing the organizational structure of our company.

5. The board of directors is enlarging the staff of the company.

Model: I have invested my money in real estate. My money has been invested in real estate.

1. We have considered advantages and disadvantages of partnership.

2. I have bought the shares of IBM company.

3. This business has involved big financial resources.

4. We have elected the board of directors.

5. The board of directors have chosen the company officers.

Text

The number of new products coming into the market of western countries every year is overwhelming. A lot of these products are not new, but adaptations. It means that these products are not new, they are existing items to which a modification has been made. Only few products are really original or innovations. For instance, a clock-television is an adaptation, but TV-set itself, the refrigerator – each was an innovation. A great number of innovations and adaptations are designed, produced and marketed by small businesses. Very often a new product is formed on the basis of new business. Sometimes there is a patent to make the business more successful. But it happens very often that market research hasn’t been done carefully.Even in case larger scale producers do more research and testing there is no sure success. A promising new product may be also robbed of success by unreasonable prices, inadequate promotion and poor selling methods. Generally, less than one fifth of all new products turn out to be profitable.

ACTIVE VOCABULARY

рroduct development – розвиток виробництва

аdaptations – присатосування

modification – модифікація

innovations – нововведення

patent – патент

larger scale producers - великій виробник

promising product – перспективний продукт, товар

COMPREHENSION QUESTIONS

1. How can you explain the term “adaptation”?

2. What is an innovation?

3. Give your own examples of innovations and adaptations.

4. Why is it so important to obtain a patent?

5. Why does the failure of a new product take place?

Vocabulary practice

Exercise 1. Choose the necessary word and put it in the sentence (adaption, innovation, inadequate, patent, failure, success, unreasonable).

1. Though market research tries to predict the trends, there is no sure …

2. This product isn’t original, it is an …

3. … office receives applications from many young inventors.

4. If the price is …, the product won’t be sold out.

5. A clock-television is an adaptation but the television itself is an …

6. If a sure … is stopped, money and time can be saved.

7. They failed because of … promotion campaign.

DIALOGE

Jack We’ll start with a small screen model. It will have a wakeup

button and go-to-sleep button with timers. Market Research

says that the automatic go-to-sleep button may be the bigger

selling point.

Dick Yes, the idea of a set that turns itself off is great. To tell you the

truth l’m always falling asleep in the middle of the show. Now

it can be done.

Jack Well, in future we’ll probably expand the line to include

different size screens colour.

Dick That’s good.

Jack I think we are close to a big success.

Dick That is why we must be very careful. Before we begin to

market televisionwe most complete testing.

Jack You are right.

Dick What about the pricing? Has it been worked out?

Jack Not completely. Market Research Department says we can’t

have too high price on this kind of item.

Dick It’s evident we must be very careful. Maybe this time

consumers will really surprise us.

Jack Let’s hope for the best.

ACTIVE VOCABULARY

to apply for a patent – подати заяви на патент

fair market –сприятливі ринкові умови

to catch on – стати модним

to be a big selling point – бути притягуючим для покупців

to market – продавати

to fulfil the testing – закінчити дослідження

VOCABLUARY PRACTICE

GRAMAR 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: Theywill influence the consumer to buy their automobiles.

a) Will they influence the consumer to by their automobiles?

b) Who will influence the consumer to buy their automobiles?

c) They will influence the consumer to by their automobiles, won’t they?

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.

MARKETING

(РИНОК ЗБУТУ)

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 t buy. Marketing operations are very expensive. They take up more than half of the customer'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 merchandize and plenty of parking facilities.

ACTIVE VOCABLARY

marketing – продаж, збут, маркетинг producer – виробник consumer – споживач distribution – збут, розподіл transporting – транспортування

storing – зберігання user– споживач product planning – розробка нових продуктів

storage – зберігання pricing – калькуляція цін promotion – співпраця в продажі товару traffic – торгівля marketing research – вивчення ринку збуту trend – тенденція to predict – передбачати to influence – впливати

COMPREHENSION QUESTIONS

1. What does marketing mean?

2. What activities does marketing consist of??. 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 (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. Often marketing is 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... 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.

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 pries 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 on sugar we know

that 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 jam at the same price. The idea is that we

could market less expensive jam. What a pro-motional

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 and 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 super-market

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…

ACTIVE VOCABLARY

to go up – рости (про ціну) price leader – виробник встановлює ціну на вибірковий товар to raise the price – товар рівень продажу якого дуже залежить від ціни to market – продавати promotional campaign – рекламна компанія to schedule – розроблювати план packaging – упаковка competitor – конкурент

VUCABULARY PRACTICE

GRAMMAR EXERCISES

Exercise 1. Transform the sentences of real condition into

the sentences of unreal condition. Model: If we promote this Tight, we will (well) 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. H we phone R.D., we will get the necessary information.

3. If we change the ingredient^, 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 stay on the super-market shelves.

Exercise 2. 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.

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.

Exercise 3. Translate into English.

1. Наша фірма щорік приймає участь Лейпцігському ярмарку.

2. У вересні цього року в столиці Індії відбудеться виставка українських товарів. Вона розповість відвідувачам про промишленості і сільське господарство України, а також про науку і культуру нашої країни

3. Мені необхідно звязатись з фірмой “Браун і К” як можна скоріш.

4. В цьому році ми збираємось представити на всесвітній ринок нашу останню модель компресора.

5. Товари цієї української фірми користуються великим попитом на всесвітньому ринку.

6. Відділ кадрів нашої фірми найняв на роботу багото кваліфікованих спеціалістів.

Exercise 4. Supply the articles where necessary.

1. This actress has been... success in all performances.

2. All the Ukrainian newspapers wrote about …success of the exhibition.

3. We are proud of... progress which is made by our country in the field of heavy industry.

4. The fair was held under the motto: Peace and... progress to all nations of the world.

5. Ukraine has made much progress in the field of... heavy industry.

6.... industry of… western part of Ukraine has grown as compared

with previous years?

Exercise 5. Supply the correct tense-forms of the verbs.

1. The power of the queen of Great Britain (to limit) by Parliament.

2. "Who (to control) the power of the Prime Minister's Cabinet?" "It (to control) by Parliament".

3. Lately our company (to send) an invitation to take part in an exhibition of electronic equipment which (to hold) in London.

4. It (to give) me a lot of pleasure to read a very interesting book on the history of Ukrainian towns.

5. Mr Bell (to appoint) manager of the company lately.

WHOLESALING

(Гуртова тргівля)

Text

Wholesaling is a part of marketing system. It provides channels of distribution which help to bring goods to the market. Generally, indirect channels are used to market manufacturer 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 the one-third of total sales.

Two-third of wholesaling middlemen are merchant whole salers who take title to the goods the 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 a large assortment of items from numerous manufacturers he reduces'] the problem of both manufacturer and retailer. The store keeper does f / (,ot 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 – гуртова торгівля

to provide channels – забезпечувати системою

indirect channels – не пряма опосередкована система

retailer– роздрібний торгівець

complicated channels – складна система

chain movement – рух до об’єднання

wholesale unit – контора по оптовій торгівлі

wholesaling middleman –– гуртовий посередник

COMPREHENSION QUESTIONS

1. What is the aim of the wholesaling? _t

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 ot distribution?

7. What would a retailer have to do without wholesalers?

VOCABULARY PRACTICE

Exercise 1. Choose the necessary word and put ft in the sentence (wholesalers, take title, retailer, stack, channels, assortment, to receive commissions, middleman).

1. They use both direct and indirect … of distribution.

2. Agent middlemen do not … to the goods they deal in.

3. Usually wholesaling…stands between the producer and the retailer.

4. A supermarket may...thousands of commissions items.

5. Usually a wholesaler handles a large…of items of numerous manufacturers.

6. Agent middlemen don't earn salaries, they ….

7. A wholesaler doesn't deal with the customers, he does with ….

8. …simplify the problems of manufacturers.

DIALOGUE

(John is explaining his new job to his wife, Susan. He is a sales trainee for 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 can earn less money.

John Well, it's 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 long 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 needs. After

that 1 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?

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

gentleman'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.

Список використаних джерел:

1. Англійська мова для повсякденного спілкування / за ред.

В.К. Шпака – К., 2001.

2. Бонк Н.А., Котий Г.А., Лукьянова Н.А. Учебник английского

язика. Минск, 1992.

3. Буренина Л.Л. Учебник английского язика. М., 1978.

4. Бурова З.И. Учебник английского язика. М., 1980.

5. Верба Г.В., Верба Л.Г. Довідник з граматики англійської мови.

6. Ворончук А.П., Шабатіна К.М. Підручник англійської мови. –

К., 1975.

7. Гужва Г. Английские разговорные темы. К., 1997.

8. English Grammer through Practice. – М., 1976.

9. Качалова К.Н. Практическая грамматика английского языка.

М., 1975.

10. Корнес П., Гайдачук Н. Спілкуємося англійською мовою. Л.,

1998.

11. Куліш Л.Ю., Друянова Є.О. та ін.. Прискорений курс

англійської мови. – К., 1995.

12. Лычко Л.Я. Английский язык. – Сталкер, 1997.

13. Христорождественная Л.П. Английский язык. Практический

курс. – Минск, 1995.

14. Шабатина К.М., Ворончук А.П. Підручник англійської мови.

К., - 1982.

Вступ

Матеріал викладено згідно програми з англійської мови для немовних спеціальностей.

Вправи, що знаходяться після кожного тексту, мають граматичний або лексичний характер.

Management as a science

Marketing Management

However, the concept of the product life cycle seems frequently forgotten in marketing planning, which leads to wrong decision-making. These may well be seen in the following story.

major product has long since passe

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