Perevod_I
.pdfproduct and then expect marketing simply to organize advertising and a few brochures, with perhaps some point of sale material such as shop displays. There are still companies today where operational or line management has yet to understand that marketing can have an input in the development of a product and influence its presentation for the better.
In essence, the marketing people will be concerned with product development research into major markets (or markets regarded as having potential), preparation of products for launching, the salesforce communications, advertising, promotional and product support literature, exhibitions, communication with distributors, dealers or intermediaries, sponsorship which will enhance the appeal of the brand or the product, and PR.
As one might expect from this description of marketing responsibilities, the expectations which marketing has for PR largely revolve around media relations. The impact of a favourable mention for a new product in the media is such that few marketing people will dare ignore this possibility. Of course, by 'product' wealso mean services, and for our purposes the product is anything which the organization exists to provide. It might be air travel or household furniture, a mortgage or a charitable appeal, or a government policy.
There is little doubt that for most people working in marketing, the PR techniques that matter are those which enable them to achieve their sales targets. This implies a preoccupation with reaching the customer or end user, or perhaps the specifier of capital goods, for example, and motivating intermediaries, including agents and distributors. Part of the role of the PR practitioner must be to alert them to wider issues which have an impact on the success of the organization and of the marketing campaign, but this must never be at the expense of undertaking the basic media communications function.
Another attraction of PR is the relatively low cost, when set against that of advertising. The cost of buying advertising space or air time, and producing advertising material, causes PR in general, and media relations in particular, to be viewed as a good way of stretching the marketing budget. This is not to suggest that costs should be cut so much that work is not handled well, and extra time and expenditure on good press photography, for example, will often be worthwhile.
It is pointless debating whether promotional items or sponsorship belong to PR or marketing, since these activities can be divided between both: it is simply a case of making a decision which is logical for the particular organization and its circumstances at the time, then adhering to it. The answer depends on whether these activities relate to the overall corporate image, which is more likely to be PR inspired and supported, or to the marketing of specific products or brands.
On the other hand, PR practitioners often have the necessary experience and skills to produce good employee or salesforce communications, or a newsletter for agents or dealers, these can lose impact if subjected to too much marketing 'hype', since the tone of anadvertisement seldom allows good readable material for those who want more information. An advertisement is in effect a notice to treat, inviting the prospective customer to make further enquiries, while the type of communication required by employees and agents has to provide substantial background information. In the best organizations, this is not confined to an explanation of the product and the benefits it offers the purchaser but also says something about the market, the available competition, the reasons for introducing the product and the likelihood of further developments.
PR also has a role to play in the case of adverse publicity, such as a product failure. There are those who see the role of PR being to keep information out of the media as much as it is to ensure that worthwhile information is published or broadcast. There are occasions when this policy works, but more often than not adverse publicity will be unstoppable, and the way in which the media enquiries are handled will do much to show the organization in its true light. If problems are faced squarely, there is more likely to be sympathy and credibility than if the issues are ignored or dealt with in an arrogant or offhand manner. An example illustrates this point.
A television documentary programme was being made about the dangers of elderly aircraft. The introduction started by giving information on the average age of aircraft operating with several major British airlines, especially the charter airlines which carry the majority of those taking holidays abroad. Two airlines were mentioned in particular, Dan Air and Britannia Airways. The former refused to comment, still less offer a senior manager or director for interview, while the latter invited the television team to film inspection and heavy overhaul of one of their older aircraft, with an engineering manager explaining what was being done, and
21
why. Problem areas in the aircraft were highlighted, and replacement of parts of the structure was shown. Which airline did most to maintain public confidence?
Most often, however, the important factor in the relationship is for PR to be well briefed on future marketing plans, at an early enough stage to be able to offer advice on the media relations aspect. The deadlines of different types of publication will need to be considered, as will the availability of suitable people to 'front' media interviews, and there will be days when material released to the media will have more impact than on other occasions. It is important to bear in mind that press releases need to be seen and approved, sometimes by several different people or departments, and this may take a few days, while good photography for the media often differs from that considered suitable for an advertisement. All of these factors underline the wisdom of PR and marketing working together at an early stage in the launch of a new product.
(D.W. Wragg. The Public Relations Handbook)
Vocabulary practice
1.Read the text.
2.Match the words and phrases in List A with those in List B. Learn these lexical units.
List A |
List B |
1. a corporate image |
a. конкуренция / соперничество |
2. a mortgage |
b. специалист-практик по связям с общественностью |
3. rivalry / competition |
c. выполнить работу в установленный / намеченный / |
|
условленный срок |
4. capital goods |
d. устанавливать предельный / крайний срок |
5. to miss a deadline |
e. продлить срок выполнения работы |
6. a PR practitioner |
f. не справиться с работой в установленный / |
|
намеченный / условленный срок |
7. to do / conduct / pursue research |
g. разрабатывать / конструировать / создавать изделие |
8. to set / establish a deadline |
h. имидж / репутация / лицо компании |
9. to meet a deadline |
i. средства производства |
10. to develop / design / evolve a product |
j. проводить научные исследования / изыскания |
11. to extend a deadline |
k. закладная / заклад / ипотека |
3.Learn the words and phrases listed in the ‘Essential vocabulary’ section.
4.Match the words and phrases in List A with those in List B.
List A |
List B |
1. production costs |
a. обходиться без посредника |
2. from manufacturer to point of sale |
b. серийно производимая мебель |
3. mass-produced furniture |
c. товары без торгового / фирменного / марочного |
|
названия / знака |
4. manufactured goods |
d. издержки производства / заводская себестоимость |
5. the launch of a new product |
e. выполнить плановое задание / плановые показатели |
6. to face competition |
f. от производителя до пункта продажи |
7. to undercut / undersell the competition |
g. устанавливать плановое задание / плановые |
|
показатели |
8. to offer / provide competition | to compete |
h. продавать по более низким ценам (по сравнению с |
|
конкурентом) |
9. a competitive market |
i. крикливая реклама в средствах массовой |
|
информации |
10. a competitive price |
j. конечная цель |
11. to go into production |
k. конкурентоспособная цена |
12. unbranded merchandise |
l. запускать в производство |
13. branded goods |
m. долгосрочная цель |
14. a popular brand of soap |
n. торговое / фирменное / марочное название |
22
15. a rival company |
o. столкнуться с конкуренцией |
16. a brand name |
p. конкурентный рынок |
17. a trademark |
q. конкурировать |
18. a long-term aim / goal / objective |
r. торговый / товарный / фирменный знак | логотип / |
|
эмблема |
19. to set (sb.) a target |
s. товары с торговым / фирменным / марочным |
|
названием / знаком |
20. to achieve / meet a target |
t. промышленные товары / изделия |
21. an ultimate aim / goal |
u. торговая марка | товарный знак |
22. a logo |
v. выпуск на рынок нового изделия / товара |
23. to cut out the middleman |
w. широко известный / популярный сорт мыла |
24. media hype |
x. конкурирующая компания |
5. Suggest words and expressions that correspond to the following definitions. Give their Russian equivalents. Consult the ‘Essential vocabulary’ section.
1.the name given to a particular product (a commodity or service) by the company that makes it, which helps you to distinguish it from other similar products
2.the time by which something must be finished or submitted; the latest time for finishing something
3.a businessman or commercial organization that plays a part in the channels of distribution, by which goods pass from producer to consumer
4.the ability of a company or a product to compete with others
5.to make or process large quantities of goods for sale, especially using industrial machinery
6.the name, symbol, or other device given to a particular product (a commodity or service) by the company that makes it, which is officially registered and legally restricted to the use of the owner or manufacturer
7.organized and rapid production of very large quantities of a standard article or commodity, using all possible means to keep down the unit cost, such as fast machinery, special tools, continuous processes and a high degree of division of labour
8.to avoid having to use a middleman
9.a situation in which people or organizations compete with each other in the same market, usually in selling at the lowest price or in giving better quality or generally offering better value for money
10.a small design (a graphic representation, symbol or trademark) that is the official sign of a company or organization, due to which the company or organization is readily and definitely recognized
11.a type of product made by a particular company
12.attempts to make the public interested in a product, film, etc. by saying how good it is on television, radio, etc.; an ingenious or questionable claim, method, etc., used in advertising, promotion, or publicity to intensify the effect
13.to make things to be sold
14.a result, such as a total, an amount, or a time, which you aim to achieve
15.to try to be more successful than another person or organization, especially in business
16.to try to get a lot of public attention for something by saying how good it is on television, radio, etc.; to publicize or promote, especially by extravagant, inflated, or misleading claims
17.to make a new product, book, etc. available for sale for the first time
18.continuous competition
19.the place where a product is sold, usually a shop, but it may be a mail-order house, market stall or, in the case of door-to-door selling, the consumer’s own doorstep
6. Explain the meaning of the words and phrases listed below and translate them. Consult the ‘Essential vocabulary’ section.
manufactured goods, own brand / store brand, a product launch, a competitive price, brand loyalty, point-of-sale advertising, line management, a tight deadline, to invest in product development, unfettered competition, a short-range objective
23
Translation practice
1.Translate these sentences. Give synonymous translations if possible. Consult the ‘Essential vocabulary’ section.
1.The factory produces an incredible 100 cars per hour.
2.A product with a strong brand name is very important for good sales.
3.The production of consumer goods has increased throughout the world.
4.This country is one of the world's largest beef producers.
5.Cost will determine the methods of manufacture.
6.The fridge was sent back to the manufacturers.
7.They launched the new perfume with prime-time commercials on the major networks.
8.Several advertising agencies are competing to get the contract.
9.There is stiff competition among several firms.
10.The competition has cornered the market.
11.Advertising is an intensely competitive business.
12.The hotel offers a high standard of service at competitive rates.
13.What brand of detergent do you use?
14.Research is being done with the specific aim of monitoring customer trends.
15.Dealers are under pressure to meet sales targets.
16.His primary object was to gain publicity.
17.She'll stop at nothing to achieve her own ends.
18.My main purpose in setting up the experiment was to obtain fresh data.
19.Despite all the media hype, I found the film very disappointing.
20.The deadlines are very short and difficult to meet.
2. Translate the following sentences. Give synonymous translations if possible. Consult the ‘Essential vocabulary’ section.
1.Спрос на такую продукцию, как уголь и сталь, снижается.
2.Издержки производства на предприятии слишком высоки.
3.Опытные образцы двигателя так и не были запущены в производство.
4.Они выпустили на рынок новую модель легкового автомобиля.
5.Компании пришлось вести конкурентную борьбу с рядом иностранных фирм.
6.На рынке недвижимости сильная конкуренция.
7.Новое оборудование позволило повысить производительность труда на предприятии и конкурентоспособность производимой продукции.
8.В некоторых случаях товары без фирменного названия / знака пользуются большей популярностью, чем имеющие фирменное название / фирменный знак товары.
9.Компания поставила перед собой задачу инвестировать большую часть прибыли в модернизацию оборудования.
10.Мы проводим это заседание с целью обсуждения очень серьезного вопроса.
11.Он выступает в качестве посредника, представляя интересы британских компаний в районе Персидского залива, и занимается поисками выгодных для них контрактов.
12.Это не что иное, как пускание пыли в глаза, чисто “ пиаровская” акция.
13.Газеты и журналы на все лады расхваливали новую марку “ Форда”.
14.Крайний срок завершения работ по проекту – 25 мая.
3. Translate Text 5.
Text 6:
Роль рекламы в паблик рилейшнз
Предположим, что торговый агент приходит на фирму с целью продать что-то и ему говорят:
∙мы не знаем, кто вы;
∙мы не знаем, из какой вы компании;
24
∙мы не знаем, что ваша компания производит;
∙мы не знаем ваших достижений;
∙мы не знаем репутацию вашей компании на рынке;
∙ну, так что же вы хотели продать?
PR, работая до прихода агента, отвечает на все эти вопросы, т.е. когда агент приходит, сделка уже наполовину заключена. Всю информацию о компании, об увеличении объема продаж и т.д. люди получают из рекламы или PR.
Реклама – контролируемый способ сообщения информации. Клиент, заказывающий рекламу, выбирает время появления рекламы, повторяемость, качество, вид сообщения, определенную газету, телеканал или радиостанцию. Конечно, реклама – дорогое удовольствие, доказательством чего может служить любой выставленный за рекламу счет. Сам рекламный ролик стоит недорого. Оценивается эфирное время и место в газетах.
В PR нет полного контроля, как в рекламе, т.к. редактор СМИ решает, выдавать ту или иную информацию или нет, выдать ее всю или только ее часть, выдавать сообщение сразу же или через неделю.
Реклама – свободная система, и мы полагаем, что есть кто-то еще, кто рекламирует такой же продукт, как и мы, и здесь не нужно беспокоиться о том, что в рекламном ролике мы что-то преувеличили, убеждая людей купить именно у нас, т.к. мы представляем нашу точку зрения. И именно в этом заключается принцип свободной системы: клиент сам выбирает из нескольких компаний ту, реклама которой в наибольшей степени удовлетворяет его интересы.
90% рекламного ролика – информация о новом продукте, и только 5-10% отводится маркетингу. В PR же 75-80% отводится маркетингу. Когда специалисту по PR нужно подтвердить свое право на существование и на получение денег, т.е. доказать правильность работы, в ход идет ключевое выражение: увеличение объема продаж. В компанию же поступают средства, добытые рекламой и PR.
Реклама не обязательно должна обладать эстетическими качествами, чтобы выполнять свою основную функцию – способствовать продаже товара. И хотя создатели рекламы пытаются делать ее красивой, это вовсе не означает, что она будет эффективной. Зачастую рекламная форма, например, юмор, как бы заслоняют сам рекламируемый продукт, и в результате такая реклама плохо помогает продавать товар. Реклама может быть великолепной с точки зрения, скажем, операторской работы, но если она не побуждает людей купить рекламируемый товар – это плохая реклама. Например, рекламы батареек “ Энерджайзер” и “ Дюрасел” очень похожи, оба рекламных ролика сделаны очень качественно, и поэтому потенциальному покупателю трудно определиться, какую батарейку покупать. Но в любом случае реклама на телевидении может быть прекрасным развлечением.
Теперь поговорим о стратегии рекламы на различных стадиях продажи товара.
1.На первом этапе реклама создает потребность в рекламируемом товаре: показывает достоинства данного товара, способы его использования, обосновывает необходимость его покупки. На этой стадии почти вся информация направлена на достижение именно этой цели. После того, как потребность сформирована и люди начали покупать товар, начинается следующий этап.
2.Выборочная реклама. На этом этапе потребители уже осознали необходимость покупки товара, но теперь им надо выбрать какой-то определенный вид товара. Именно это и является задачей рекламы на этом этапе: посредством позиционирования прямо или косвенно сравниваются различные виды товара. Допустим, производитель выпускает 4 вида зубной пасты:
одна обладает приятным вкусом;
вторая хорошо очищает зубы;
третья защищает зубы от кариеса;
четвертая просто дешевле 3-х предыдущих.
Таким образом, каждый из видов находится на своей конкретной позиции – это и называется позиционированием.
3.На последнем этапе реклама напоминает о существовании товара и наглядно убеждает потребителя
в необходимости сделать покупку.
Однако существует иной вид рекламы, которая направлена не на продажу товара. Это – реклама
PR.
25
Такая реклама дает информацию об организации, а не о производимых ею товарах и не всегда адресована потребителю. Существует различие между организацией, производящей продукт, и самим продуктом. Например, существует компания “ Проктер и Гэмбл”, но не существует продукта с названием “ Проктер и Гэмбл”. У компании или организации может возникнуть необходимость рассказать о себе: какие товары она выпускает, сколько времени данная организация занимается этим бизнесом и т.д. Для этого она и покупает PR рекламу, которая служит источником информации о компании для людей.
Например, чтобы избежать конфликтов со служащими при принятии какого-либо важного решения в отношении всей организации, компания заказывает PR рекламу, в которой в сжатой форме поясняет свою позицию. Телевидение для такой цели не всегда подходит, так как может интерпретировать информацию не в пользу организации.
В основном люди смотрят телевизор ради развлекательных программ, соответственно на телевидении информацию стараются выбирать с развлекательной точки зрения, а не с точки зрения ее значимости. Успехом пользуется информация о кинозвездах, но люди также хотят знать о личной жизни людей власти. Ситуация с Клинтоном очень показательна в этом плане, хотя, скажем, во времена Кеннеди грань между личной и общественной жизнью не пересекалась. Были люди, которые знали о женщинах Кеннеди, но они ничего не говорили об этом, считая, что это было личным делом президента.
Существует еще одна разновидность рекламы, так называемая пропаганда, когда рекламу заказывают для пропаганды взглядов и убеждений. Например, бизнесмены, недовольные высокими налогами, используют рекламу, чтобы потребовать их снижения.
И, наконец, общественная реклама. Она используется для привлечения внимания к той или иной проблеме, например, призывает оказать помощь медицинской программе по борьбе с раком. Такая реклама используется для сообщения общественно значимой информации о компании.
Существует определенная разница между рекламой для потребителя и РR рекламой. Они преследуют абсолютно разные цели: потребительская реклама стимулирует покупку, а PR реклама создает имидж компании, показывает, что компания придерживается верной линии.
(Джон Дэтвайлер)
Summarizing
1.Summarize Text 5 in English and Russian.
2.Read Text 6 and then summarize it in English.
3.Find a newspaper or magazine article, written in Russian, which deals with public relations. Summarize it in English.
Essential vocabulary
1.to produce [transitive; intransitive] to make things to be sold: The factory produces an incredible 100 cars per hour. | Gas can be produced from coal. || производить, изготавливать; делать; выпускать;
вырабатывать; создавать; добывать
2.production [uncountable] (1) the process of making or growing things to be sold as products; manufacture: a production manager | a production process | production costs | to go into (full) production (= to begin to be produced in large numbers) | The production of consumer goods has increased throughout the world. | Smoking is banned in the factory's production areas. | Production costs for the plane were too high. | The prototype engines never went into production. || производство, изготовление, выпуск (продукции);
выработка; добыча
3.output the entire amount that is produced: the need to increase production | a drop in oil and gas production | Swedish industrial production has fallen steadily this year. | The production of coal in Britain is over 120 million tons per year. || объем производства / выпуска / добычи
4.producer [countable] a person, company, or country that makes goods, or grows foods, or extracts materials from the earth for sale: a coffee / wine / car producer | This country is one of the world's largest beef producers. | England is a producer of high quality wool. || производитель, изготовитель; поставщик
26
5.to mass-produce [transitive] to produce in large numbers using machinery, so that each object is the same and can be sold cheaply || производить массовую продукцию; выпускать серийно; производить в
большом количестве
6.mass-produced [adjective] produced in large numbers using machinery, so that each object is the same and can be sold cheaply: mass-produced furniture || серийно производимый, выпускаемый в большом
количестве
7.mass production [uncountable] organized and rapid production of very large quantities of a standard article or commodity, using all possible means to keep down the unit cost, such as fast machinery, special tools, continuous processes and a high degree of division of labour || массовое производство
8.to manufacture [transitive; intransitive] to make or process large quantities of goods for sale, especially using industrial machinery: to manufacture rubber tires | manufactured goods || производить,
изготавливать; делать; выделывать; выпускать; создавать; обрабатывать, перерабатывать, вырабатывать
9.manufacture (formal) [uncountable] manufacturing the process of making large quantities of goods for sale, especially using industrial machinery: Cost will determine the methods of manufacture. | Thousands of jobs had been lost in manufacturing. || производство; изготовление; обработка
10.manufactures (technical) [plural] goods that are made in large quantities using industrial machinery ||
изделия, фабрикаты
11.manufacturer | manufacturers [countable] a person, company or industry that makes large quantities of goods: Read the manufacturer's instructions before using your new dishwasher. | The fridge was sent back to the manufacturers. || производитель, изготовитель, товаропроизводитель; предприятие-
изготовитель, фирма-изготовитель; фабрикант, заводчик; бизнесмен, предприниматель, промышленник
12.to launch [transitive] to make a new product, book, etc. available for sale for the first time: They launched a new breakfast cereal.| They launched the new perfume with prime-time commercials on the major networks. | The airline will launch its new transatlantic service next month. | It was a party to launch her new novel. || выпускать (товар) на рынок, выбрасывать (новые товары) на рынок
13.launch [countable] an occasion at which a new product, book, etc. is made available or made known: the launch of a new product | a product launch | The launch of their new product line will include prime-time TV commercials. || выпуск (новых товаров) на рынок
14.to compete [intransitive] to try to be more successful than another person or organization, especially in business: They found themselves competing against / with foreign companies for a share of the market. | Several advertising agencies are competing to get the contract. || конкурировать, соперничать
15.competition (1) [uncountable] a situation in which people or organizations compete with each other in the same market, usually in selling at the lowest price or in giving better quality or generally offering better value for money: to face competition | to offer / provide competition | to be in competition with sb. |
competition for control of the market | bitter / fierce / formidable / keen / stiff / strong competition | cutthroat / unfair / unscrupulous competition | free / unfettered competition | healthy competition | There is stiff competition among several firms. || конкуренция, конкурентная борьба, соперничество
(2) [singular; used with the definite article] a competitor: to undercut / undersell the competition | The competition has cornered / captured / monopolized the market. | Going to trade fairs is an ideal opportunity to size up the competition. || конкурент; участник рынка; соперник
16. competitive (1) a competitive situation is one in which people or organizations try very hard to be more successful than others: highly / fiercely / intensely competitive | an extremely competitive market | Advertising is an intensely competitive business. || конкурентный, конкурирующий, соперничающий
(2) products or prices that are competitive are cheaper than others but still of good quality: a competitive price (= one which is lower than that of rivals, or which gives better value for money) | The hotel offers a high standard of service at competitive rates. || конкурентоспособный
17. competitiveness [uncountable] the ability of a company or a product to compete with others: New machinery has enhanced the company's productivity and competitiveness. || конкурентоспособность
27
18.competitor | rival [countable] a person, team, company, etc. that is competing with another: a rival company / nation / team | The firm's major competitors / rivals are all in France. || конкурент; участник
рынка; соперник
19.rivalry [countable; uncountable] continuous competition: a fierce rivalry between two companies ||
конкуренция, конкурентная борьба, соперничество
20.point of sale [countable; plural – points of sale] the place where a product is sold, usually a shop, but it may be a mail-order house, market stall or, in the case of door-to-door selling, the consumer’s own doorstep: from manufacturer to point of sale | point-of-sale advertising | an advertising campaign in which posters and leaflets would be displayed at the point of sale || пункт продажи
21.brand [countable] a type of product made by a particular company; a product line so identified: a popular brand of soap | the best brand of coffee | the brand leader (= the brand that sells the most) | brand loyalty (=the tendency to always buy a particular brand) | What brand of detergent do you use? | Which brands of motorcycle are most popular in your country? || фирменный товар, фирменное изделие;
товар с торговым / фирменным / марочным названием / знаком; марка (товара)
22.brand name | trade name | brand [countable] the name given to a particular product (a commodity or service) by the company that makes it, which helps you to distinguish it from other similar products (A brand name may or may not be registered as a trademark.) || торговое / товарное / фирменное /
марочное название; торговый / товарный / фирменный / марочный знак; (фабричная) марка; (фабричное / заводское) клеймо
23.own brand (British English) | store brand (especially American English) [noun] [adjective] (a type of goods that are) specially produced for a particular shop and have the shop's name on them: Sainsbury's own brand tomato sauce || товар с торговым / фирменным / марочным названием / знаком магазина;
торговый / фирменный / марочный знак магазина; фирменный; имеющий торговый / товарный / фирменный / марочный знак магазина
24.branded [used only before a noun] a branded product is made by a well known company and has the company's name on it: branded goods || фирменный; имеющий торговое / товарное / фирменное /
марочное название; имеющий торговый / товарный / фирменный / марочный знак
25.unbranded [used only before a noun] a product that does not carry a brand name: unbranded merchandise | unbranded canned foods || не имеющий торгового / товарного / фирменного /
марочного названия; не имеющий торгового / товарного / фирменного / марочного знака
26.trademark [countable] the name, symbol, or other device given to a particular product (a commodity or service) by the company that makes it, which is officially registered and legally restricted to the use of the owner or manufacturer || торговая марка; торговый / товарный / фирменный знак; (фабричная)
марка
27.registered trademark the property of the person or organization in whose name the trademark is registered, and no other producer may use it without the owner’s permission (If the trademark consists only of a name, it is called a registered trade name.) || зарегистрированная торговая марка;
зарегистрированный торговый / товарный / фирменный знак
28.logo | logotype [countable] a small design (a graphic representation, symbol or trademark) that is the official sign of a company or organization, due to which the company or organization is readily and definitely recognized || логотип; торговый / товарный / фирменный / марочный знак; эмблема
29.target | target figure [countable] a result, such as a total, an amount, or a time, which you aim to achieve: to set (sb.) a target | to achieve / meet a target | I've set myself a target of saving £20 a month. | Dealers are under pressure to meet sales targets. || плановое задание, план, задание, плановая /
намеченная цифра, контрольные цифры, запланированный количественный показатель; цель
30.on target likely to achieve a target: We're on target for 3% inflation by 1996.
31.aim | goal [countable] something that you hope to achieve in the future: to set (sb.) an aim / goal | to achieve an aim | to achieve / attain / reach / realize a goal | an immediate / short-range / short-term / longrange / long-term / ultimate aim / goal | The main aim of the course is to improve students' communication skills. | Research is being done with the specific aim of monitoring customer trends. | We've achieved our goal of building a shelter for the homeless. || цель, намерение, задача
28
32.objective [countable] an aim that you are trying to achieve, especially in business or politics: to attain / gain / win an objective | an economic / military objective | a short-range / short-term / long-range / longterm objective | The main objective of this policy is to reduce unemployment. || цель; задача; задание;
стремление
33.object [singular] the intended result of a plan, action, or activity: The object of the game is to score 100 points. | His primary object was to gain publicity.| the object of the exercise (= the object of whatever you are doing): The customer will benefit most, and that after all is the object of the exercise. || цель
34.end [usually plural] the result that you hope to achieve: to achieve / accomplish one’s ends | She'll stop at nothing to achieve her own ends. | Joel wants to buy a car and is saving money to that end. | an end in itself
(= something you aim to do because you want to, not in order to get other advantages): Learning to play the piano was an end in itself for me. | The end justifies the means. (= the result you want makes acceptable the bad things you do in order to get it) || цель, намерение
35.purpose [countable] (formal) an intention or a plan: to achieve / accomplish / fulfil a purpose | to serve a purpose | Tom went for a walk, with no definite purpose in mind. | My main purpose in setting up the experiment was to obtain fresh data. | It was done for a good purpose. | We arranged the meeting for the purpose of preventing a strike. || намерение, замысел; (конечная) цель; стремление
36.intermediary [countable] a person who acts as an agent in business dealings between other persons or organizations || посредник
37.middleman [countable] a businessman or commercial organization that plays a part in the channels of distribution, by which goods pass from producer to consumer (Middlemen are useful in buying in bulk from producers, often anticipating demand, in stocking the goods in places near the market, in breaking bulk, in informing producers of the wants of consumers, in sharing risks with producers. The following may be classed as middlemen: agents, brokers, dealers, factors, jobbers, merchants, retailers, warehousemen, wholesalers.): He acts as a middleman for British companies seeking contracts in the Gulf. || посредник;
агент, маклер
38.to cut out the middleman to avoid having to use a middleman: Buy direct from the manufacturer and cut out the middleman. || обходиться без посредника
39.go-between [countable] a person who acts as an agent or representative between two other persons, especially in the course of negotiations || посредник
40.hype [uncountable] attempts to make the public interested in a product, film, etc. by saying how good it is on television, radio, etc.; an ingenious or questionable claim, method, etc., used in advertising, promotion, or publicity to intensify the effect: media hype | Despite all the media hype, I found the film very disappointing. | It is pure hype, a gigantic PR job. | Some restaurant owners in town are cooking up a $75,000 hype to promote New York as ‘Restaurant City, U.S.A.’ || активная / агрессивная реклама;
пускание пыли в глаза; очковтирательство
41.to hype [transitive] to try to get a lot of public attention for something by saying how good it is on television, radio, etc.; to publicize or promote, especially by extravagant, inflated, or misleading claims:
They hyped the new book by sending its author on a promotional tour. || крикливо рекламировать;
превозносить, расхваливать
42.to hype up [transitive] to make an event, thing, or person seem better or more important than they are ||
крикливо рекламировать; превозносить, расхваливать
43. deadline [countable] the time by which something must be finished or submitted; the latest time for finishing something: to establish / set a deadline | to work against / to a deadline (= to plan your work so that it can be finished by the deadline) | to meet a deadline (= to finish by the deadline) | to miss a deadline | to extend a deadline | a tight deadline (= a deadline that is difficult) | a five o'clock deadline | The deadline is May 27th. | The deadlines are very short and difficult to meet. || предельный / последний / крайний срок
(окончания какой-либо работы, завершения проекта и т.п.)
Supplementary Text
Assignments
∙Read the text and make sure you understand it.
∙Pick out words and phrases relevant to public relations.
29
∙Consult English-English and English-Russian dictionaries to find the definitions and translations of these lexical units as well as the way they are contextualized.
∙Translate the text.
∙Summarize the text in English and Russian.
Text 7:
Community relations
To some extent one can discuss community relations as an extension of Parliamentary or political liaison. There is, after all, a political element, since most organizations have some relationship with their local authority, and indeed one can argue that the local councillor may sometimes be of greater relevance to organizations than the local MP. Yet communities extend beyond the scope of official councils, and include pressure groups, which may be national or local, and even national groups often have a local presence. While national problems and perceptions will affect the success of any organization, local perceptions may be more important, because of the impact on the loyalties not just of potential customers and suppliers but of workers as well. A good local image can mean the difference between being the top of the list for local people seeking employment, so that the organization gets the cream of the local labour force, or being an employer of last resort, obtaining those rejected by everyone else.
Just as political liaison extends beyond politicians, the same can be said about dealings with local councillors – local government officials are also i mportant. Local newspapers also have a significance often far greater within a community than that of national or regional publications.
Community relations can mean different things to different people or organizations. In some cases it may simply be a question of putting something back into the community, through charitable donations or local sponsorship, for example, or it can be a desire for recognition, or a need to create a favourable climate ready for a planning application. One shouldn't be too cynical about any of these things. Wider awareness of an organization's importance, and good communications, can spare the management the worst horror stories – for example, a laudable attempt to reduce the number of heavy lorries passing through a town could easily threaten a major employer and the livelihood and prosperity of the citizens and the town itself.
Local government
While local government is usually closer to the organization than central government, sometimes local political opinion is far more polarized than that at national level. In the UK it is usual for local councillors to have full-time employment, and their ability to spend time with a business or become involved in wider issues beyond that of the community which they serve will be limited. Council meetings often take place during the evenings or at weekends. Meetings, especially of committees, are less accessible to the public and the media than Parliamentary debates or committees for reasons which few journalists or outsiders can understand. The privacy of individuals or the commercial confidentiality of a business can, at least sometimes, be protected by such privacy.
Another problem is that, while Hansard is a word-perfect record of the proceedings of Parliament and of the committees, there are no local authority equivalents. This would be impractical and too expensive – and the only benefit would be in the demand for journalists with good shorthand!
Yet sometimes these problems fade into relative insignificance compared to the main problem, which is that local authority powers vary and local government is not a single tier concept. For example, responsibility for a particular issue might lie with a borough or city council, or with a county council, or be divided between the two. In Scotland the division lies between regional and district councils. It is important to assess just where authority for making decisions lies, and also to appreciate the split between central and local government. Inevitably, local sensibilities run deeper and are more difficult to handle than national sensibilities.
Contact with local councillors can be made, but often with local authorities the best approach is to ensure good liaison with the heads of the local authority's own departments, and to keep an eye on the local newspaper. Cultivation of local journalists is also important, since no local councillor will omit to read the local newspaper, and will be interested in a business which enjoys good media relations for its business and the individuals working for it. There is much to be said for taking the opportunity of responding to national issues in a way, which is newsworthy to the local newspaper and its readers. For example, a view of the year ahead, or a
30