Контрольная работа № 2 Вариант 4

1. Переведите предложения на русский язык, определите функции инфинитива.

1. Banks usually retain the right to call an overdraft in (that is, to require repayment )without notice.

2. To be ahead of its rivals the company must be competitive.

3. When a proprietor wants to expand the business, one way to do so is to form a partnership, a business formed for profit by two or more co-owners.

1. Переведите предложения, обращая внимание на модальные глаголы.

1. The budget shows exactly what the organization’s objectives are and how they are to be realized.

2. Our calculations show that your total loss may not exceed 5% of the contract value.

3. We have to inform you that the quality of your goods does not conform to the samples on the basis of which the contract was concluded.

1. Переведите предложения, определите функции герундия.

1. Marketing involves knowing the best form advertisements should take, and the advertising slogan to be used.

2. Roberts and Co, Ltd. believed that their customers would be interested in purchasing the new model/

3. What’s the reason for his not dispatching the documents in time?

4. Переведите текст.

Competition.

The competitive environment affects the number and types of competitors the marketing manager must face- and how they may behave. Although marketing managers usually can’t control these factors, they can choose strategies and avoid head-on competition. And, where the competition is inevitable, they can plan for it.

Economists describe four basic kinds of market situations: pure competition, oligopoly, monopolistic competition, and monopoly. Understanding the differences among these market situations is helpful.

In monopolistic competition, a number of different firms offer marketing mixes that at least some customers see as different. Each competitor tries to get control in its ‘own’ target market. But competitor still exists because some customers see the various alternatives as substitutes. A subset of these firms may even compete head-on for the same customers with similar marketing mixes. With monopolistic competition, each firm has its own down-sloping demand curve. But the shape of the demand curve- and elasticity of demand- depends on how similar competitors’ products and marketing mixes are. Most marketing managers in developed economies face monopolistic competition.

In monopolistic competition, marketing managers sometimes try to differentiate very similar products by relying on other elements of the marketing mix. For example, Clorox Bleach uses the same basic chemicals as other bleaches. But marketing managers for Clorox may help to set it apart from other bleaches by offering an improved pouring spout, by producing ads that demonstrate its stain-killing power, or by getting it better shelf positions in supermarkets. Yet such approaches may not work, especially if competitors can easily imitate the new ideas. Efforts to promote real – but subtle – differences may not do any good either. If potential customers view the different offerings as essentially similar, the market will become more and more competitive – and firms will have to rely on lower costs to obtain a competitive advantage.

5. Учитесь аннотировать и реферировать текст.