XV. Work in groups of two or three, talk about management

1. You are the managers of two different enterprises. What are their types and what is the structural organisation of their departments.

2. The manager and the vice-manager are discussing the distribution of duties between the personnel.

3. The manager and the sales manager are discussing the strategic and tactical planning of the work.

4. The employer is interviewing a job hunter about the perspectives of getting work at the firm.

e) The manager-general and all department managers are discussing the problem of increasing or declining the production and correspondingly the growth or reduction of the number of the employees.

Chapter 2. Marketing

KEY VOCABULARY

I. Remember the correct pronunciation of these words

emphasis ['emfəsɪs]

resource [rɪ'sɔ:s]

characteristics [kærɪktə'rɪstɪks]

Strategy ['strætɪdʒɪ]

advertising ['ædvətaɪzɪη]

microeconomics ['maɪkrәu ̗ɪkə'nɔmɪks]

macroeconomics ['mækrәu ̗ɪkənɔmɪks]

evaluate [ɪ`væljueɪt]

II. Learn the following English terms and their Russian equivalents. Give your own sentences with them

market research – исследование рынка

to accomplish objectives – достигать целей

to provide opportunities – предоставлять возможности

market segment – сектор рынка, сегмент рынка

market mix – маркетинговый комплекс

differential marketing – дифференцированный маркетинг

concentrated market – концентрированный рынок

supporting market – поддерживающий рынок

counteracting market – противодействующий рынок

synchromarketing – синхромаркетинг.

III. Read the following verbs and verbal phrases and pay attention to the prepositions used after them

to depend on …	to consist of …
to take into account …	to refer to …
to provide for …	to divide into …
to be intended for …

IV. Listen, read and translate the text

MARKETING

Marketing concept began to develop from 1930 when great emphasis was placed on selling. In order to sell successfully and earn the profit it is necessary to identify the needs of potential customers. For gaining the goal all resources of the enterprise should be directed to realize its goods or services. To realize that task the proper market should be determined. To evaluate the market in which the business exists it is necessary to analyze the attitude of the customers and competition. The attitude of the customers depends on the composition of the population. The profitable business should take into account and analyze the following characteristics of the population: education, income, employment, ethnic composition, average family size, age groups.

In order to accomplish its objectives, the business should develop marketing policies providing opportunities for satisfaction of customers' needs and getting profit. To make effective marketing policy, it is necessary to develop the marketing strategy of the enterprise. This strategy includes two elements: the market segment and the market ing. The market segment is the part of the market where your business can develop surely and profitably, resisting competition and getting goodwill of the customers. In other words the market segment may be called target market. The market mix is intended for achieving the customers' satisfaction and profitability. It consists of four elements referred to as the four P’s: the product, the place, the price and the promotion. Otherwise, in the market it is necessary to have the right product, at the right time, in the right place and to call attention to it by means of advertizing. All those actions constitute the process of marketing. The task of marketing is to find customers and find out what they need. Thus, it is possible to say that marketing is such business activity that directs the flow of goods and services from producer to consumers. One should not forget that such activity includes product transportation, storage, pricing, advertising and selling with maximal satisfaction of customers’ needs and earning profit.

There are various types of marketing: macro, micro, differential, non- differential, conversional, concentrated, mass, supporting, counteracting synchromarketing.

All that is indispensable part of economy, which, in its turn, is typically divided into two parts: macroeconomics and microeconomics. The former studies the aggregate economic behavior of the economy as a whole, the latter – the individual behavior in the economy.

The distinction between macro- and microeconomics is also reflected in discussions of business investment. In macroeconomics we want to know what determines the aggregate rate of business investment and how those expenditures influence the nation's total output, employment, and prices. In microeconomics we focus on the decisions of individual businesses regarding the rate of production, the choice of factors of production, and the pricing of specific goods.