- •Издательство
- •Ж.Г. Аванесян
- •Для экономистов
- •Isbn 978-5-370-00797-2
- •Учебное издание Редактор л.Н. Волкова Корректор ал. Воробьева Компьютерная верстка к.С. Шахалина, о.Н. Баканковой
- •Отпечатано в полном соответствии с качеством предоставленных лиапозитипов вОао «Дом печати - вятка». 610033. Г. Киров, ул. Московская, 122
- •Isbn 978-5-370-00797-2
- •Business success stories of all time
- •Предисловие
- •Basics of economics
- •Essential Vocabulary
- •Exercises
- •9 * Before you listen to Dialogue No 2 match the expressions in the left column with their translation in the right one.
- •10. Workers questioned rated job as more
- •Words and Expressions
- •Types of businesses
- •It is important to realise that a business will have other aims. These include:
- •Essential Vocabulary
- •Corporate combinations
- •Words and Expressions
- •Multibillion-dollar corporate mergers occurred
- •Market structure
- •Essential Vocabulary
- •Exercises
- •Essentials of marketing
- •Essential Vocabulary
- •Interest-free - беспроцентный
- •Exercises
- •Marketing mix in action
- •Isolated by (3) - dividing a market into
- •Words and Expressions
- •Notes to Quotations
- •Pricing policy
- •In addition to adopting particular pricing method, a firm can also follow a number of pricing strategies or tactics. The more common of these include:
- •Exercises
- •Input in this sector is relatively small, second sawa intends to conduct a competitive pricing policy with
- •Selling price for a finished product
- •Demand, supply and market equilibrium
- •Words and Expressions
- •Insurance premium - страховые взносы
- •Irregular demand - неравномерный спрос
- •Consumers are hesitating to buy
- •Robotics and technological change
- •Goals of advertising
- •Introduce a new product or a new price schedule.
- •Essential Vocabulary
- •Increase sales увеличить объем продаж
- •Exercises
- •Impact on a product's sales but the exact effect is uncertain.
- •Advertising media
- •Words and Expressions
- •Advertising
- •In general the advertising of a particular product or service during a particular period of time is called an advertising campaign.
- •Sales promotion
- •Essential Vocabulary
- •Exercises
- •Discussing a promotional campaign
- •Distribution and sales
- •Words and Expressions
- •Personal selling
- •Notes to Quotations
- •The financial objectives of the business
- •In return for - в оплату за
- •Injection of funds вложение капитала
- •Internal finance - внутреннее финансирование
- •Exercises
- •Planning a new business
- •The financial control of the business
- •Words and Expressions
- •Interest charges - расходы по уплате процентов; процент по займам
- •The functions of money
- •Essential Vocabulary
- •Exercises
- •The history of american money and ranking
- •5* Before you listen to Talk No 1 use Glossary to match the words and expressions below with their definitions.
- •What Is a Gold American Eagle?
- •12 Federal Reserve banks, each representing a section
- •Inability to control credit during the 1920s. (15)
- •5,100 Banks failed, some 4,000 in 1933 alone.
- •Industry. Today, Americans have a wide choice of financial
- •Institutions where they are offered a variety (30)
- •Words and Expressions
- •Insurance payment - страховой платеж
- •Installment loan - ссуда с оплатой в рассрочку
- •Interest rate - процентная ставка
- •Usually run from one to five years
- •4. As long as the company does well the profits will be very high.
- •7 Английский язык для экономистов
- •Bill gates and microsoft corporation
- •Essential Vocabulary
- •Information technology - информационные технологии
- •Exercises
- •5* Before you listen to Talk No 1 use Glossary to match the words and expressions below with their definitions.
- •Isaakson did not start at the top of (4) . She
- •In 1980 she founded a (6) research and con- sulting firm Future Computing.
- •In 1981 Isaakson learned of ibm's plans to market a new personal computer. In a published report she predicted that the ibm pc would have a dramatic effect on the
- •Instant success а. Приводить в восторг, очаро-
- •Honorary degree вывать
- •In 1976, he (2) a television station, wtbs,
- •Corporation
- •In 1929, Ford, General Motors and the newly formed Chrysler Corporation - known then and now as the Big Three - accounted for 80 percent of the market.
- •Words and Expressions
- •Chapter two
- •Chapter three
- •Chapter four
- •I mean: show cards, special display stands — where we can
- •Относительная стоимость
- •Подсчитывать прибыли и убытки
- •Налоговые поступления
- •Задача бухгалтерского учета
- •Накапливать состояние
- •Не поддаваться износу
- •Чеканить монеты
- •Стабильность ценности
- •Долговечность
- •Chapter ten
- •In 1963, she decided to form her own direct-sales cosmetics company. Mary Kay built a new corporate culture based on the education, participation, and authority of women. I
- •In 1966, she decided to rebuild her personal life. She married Mel Ash, a businessman whom she had met on a blind date.
- •In 1928, Walt Disney produced a mouse character Mickey Mouse which was an overnight success and changed animation forever. As Mickey's creator Disney became a celebrity.
- •In 1952, he came up with an idea to build an amusement park, that would be entertaining for adults as well as for children. 1
- •10 Английским ялы к для 'jkohovmctOn
- •11 Am минский язык для экономистов
- •Increase or decrease the quantity supplied, eminent domain: the right of governments to take private
- •Interview: a formal meeting in which someone asks you questions to find out if you are suitable for a job, course of study, etc.
- •Inventory: stock of goods held by a business.
- •Investment: placing of money so that it will increase in value or
- •Incomes regardless of size.
- •Vaults.
- •Income is divided by common stock equity, revenue tariff: tax on imports designed to raise money for the
- •Identify a product, service or company, trade-off: giving up one thing in order to obtain something
Words and Expressions
accuracy n — точность ad — adveritisement advantage n преимущество
advertising media - средства рекламы
advocate n - защитник; сторонник (точки зрения, метода,
образа жизни) appeal и - призывать, обращаться ban - налагать запрет, запрещать be better off - жить лучше (материально) better off - состоятельный billboard п - рекламный щит, афиша broadcast time - эфирное время, время вещания circulation п - тираж (газет, журналов), распространение
(информации, изданий и т. п.) circulation costs - расходы на сбыт тиража commercial - радио- или телереклама coverage п - освещение в печати, по радио и т. п. direct mail - прямая почтовая рассылка disadvantage п - недостаток
drawback п - недостаток, отрицательная сторона dub v - озвучивать (фильм, передачу и т.д.) enhance v - увеличивать, усиливать, улучшать facilitate v - облегчать, содействовать,
feasible - реальный, выполнимый, осуществимый (о замысле, плане и т.п) flexibility п - гибкость frequently adv - часто
geographical selectivity - территориальная избирательность
impact п влияние, воздействие limitations - ограничивающие обстоятельства mailing list - лист рассылки, список рассылки (список лиц, которым регулярно отправляют рекламные проспекты, приглашения и т.д.) market segmentation - сегментирование рынка market segmentation strategy - стратегия сегментации рынка
mass media - средства массовой информации medium п {pi media) - способ, средство outdoor advertising - наружная реклама
pulp paper - мягкая, дешевая бумага
quality of reproduction - качество воспроизведения и цвета
(при печати) readership п - круг читателей reminder advertising - напоминающая реклама safety advocates - сторонники безопасности движения scoring п — озвучивание
selective adj - выборочный, отборный, избирательный selective readership — определенный круг читателей selectivity п — селективность, избирательность spot announcement - короткое рекламное теле- или радиообъявление в середине или в конце какой-л. программы stale adj - несвежий, утративший новизну strengths - сильные стороны
tailor v - специально приспосабливать для определенной цели, чьих-то нужд, интересов
timing п - выбор определенного времени
transient adj ~ мимолетный, недолговечный, скоротечный
vital adj - (жизненно) важный, существенный; необходимый
weaknesses - слабые стороны, недостатки with a few day's notice - в короткий срок, в течение несколь-. ких дней
■
|| Answer the questions.
What are the main types of advertising media?
What is the difference between newspaper and magazine advertising?
What are the advantages and disadvantages of newspaper advertising?
What is the main advantage of magazines?
What firms prefer magazine advertising? Why?
What can you say about radio advertising?
Why is direct mail so popular with small firms?
What is the most expensive advertising medium? Why?
9. What kind of goods should be introduced by outdoor advertising?
10. What are the main groups of goods advertised on TV? И* Say if the statements are true or false. Prove your point.
Newspapers offer great flexibility because ads can be inserted or removed with only a few days' notice.
The newspaper has a long life - nothing is quite so stable as old news.
A particular disadvantage of magazines is their selective readership.
Magazines offer a high degree of geographic selectivity.
Most magazines are printed on pulp paper and provide excellent colour ads.
Direct mail permits the most selectivity of any media.
Direct mail offers particular advantages to big firms that cannot afford mass media advertising.
Television offers the great advantage of appealing through both the eye and the ear.
The automobile manufacturers use only TV commercials.
Radio is very flexible geographically, so that a national firm can pick the areas where it wants to concentrate efforts.
Television offers low-cost advertising; millions can be viewing a program and its commercials at one time.
The automobile companies have been the major users of outdoor advertising.
1J* Complete the sentences matching the beginning of the sentence with one of the endings.
The general goal of advertising is .
The function of advertising is .
A particular advantage of magazines is .
Magazines also offer a high degree of
Most magazines are printed on
Direct mail offers particular advantages to .
Television offers the great advantage of appealing through .
As millions of people are viewing a program and its commercials at one time television offers tremendous
9. The automobile manufacturers use .
10. Radio advertising is cost-effective and very flexible
both the eye and the ear
geographic selectivity
to inform and influence people's behaviour
magazines, TV and billboard advertising
geographically
impact
good paper
smaller firms
i. to increase sales
j. their selective readership
Unit 4. DISCUSSION
|4* Read the following text and pick out the expressions in bold type to fill in the Useful Language box below, containing six sections for six language functions.