Text A
Sole proprietorship. If you go into business alone, it is called sole proprietorship or one-person business. The sole proprietorship is the most common type of business in many western countries. This form of business has flourished over the years because of the opportunities it offers to be boss, run the business, make the decisions and keep the profits. You can start or you can stop your business whenever you like. There is no need to consult partners or a Board of Directors. You do everything by yourself- You decide on your vacation, hours, salary, hiring and firing. But you have unlimited liability. It means that you are responsible for all your business debts.
Partnership. Partnership is an association of two or more people to carry on a business for profit. Any business may have the form of partnership, for example in such professional fields as medicine, law, accounting, stock brokerage. Partnership offers opportunities often not available to the one-person business: more capital, more skills and ideas. Having a partner, you don't need to do everything yourself. And, at last, you can take a little vacation without having to shut down the business.
Partnerships have their drawbacks as well. One is unlimited liability. Besides, there is more paperwork. Inter-personal relations with your partner or partners may require both time and tact.
Corporation. A business corporation is a group of persons authorized to act as an individual for business purposes. Owners of corporations are stockholders (also called shareholders).
To form a corporation one should apply for a corporate charter. Obtaining the charter the stockholders, as owners, hold a meeting to organize the corporation, elect the Board of Directors and choose the company's officers. Though the officers of the company supervise daily management, the stockholders always have the final authority. They vote at annual meetings.
The privately owned business corporation is one type of corporation. Educational, religious, charitable institutions can also incorporate. They are called governmental corporations. As a rule such corporations are nonprofit and they do not issue stocks.
There are several advantages of the corporate form of ownership. None are as important as limited liability, which means that business is legally separated from its owners. If your corporation does not pay its debts, the creditors cannot usually get their money from your personal assets. Sole proprietorships and partnerships, on the other hand, are legally inseparable from their owners. The latter are personally liable for all the business debts and obligations.
TextB
A corporation is a business unit that is legally separated from its owners. The owners, whose ownership is represented by shares of stock" in the corporation, do not directly control the operations of the corporation. Instead they elect the board of directors who run the corporation for the benefit of the stockholders. In exchange for limited involvement in the corporation's actual operations, stockholders enjoy limited liability. That is, their risk of loss is limited to the amount paid for their shares. If they wish, stockholders can sell their shares to other persons without affecting corporate operations. Because of this limited liability, stockholders are often willing to invest in riskier, but potentially profitable, activities. Also, because ownership can be transferred without dissolving the corporation, the life of the corporation ts unlimited and not subject* to the whirns and health of a proprietor or partner.
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Corporations have several important advantages over proprietorships and partnerships that make them very efficient in amassing* capital for the formation and growth of very large companies. Even though corporations are fewer in number than proprietorships and partnerships, they contribute much more to the U.S. economy in monetary terms*.
a share of stock - доля в акционерном капитале
be not subject to - не зависеть от
amass - собирать, накапливать
in monetary terms - в денежном выражении
Vocabulary exercises Ex.1. Read the following words. Mind that suffixes are never stressed.
| profitable inseparable available reasonable charitable liable |
friendship
leadership
ownership
relationship
partnership
salesmanship
proprietorship
entrepreneurship
Ex.2. Memorize phrases and expressions with the word «business» (see p.4,5) and use them in the sentences of your own.
Ex.3. Fill in the gaps with the words in the box and translate the sentences paying special attention to the meanings of the word «business».
| get mini | do | solid | set | up runs one-person | flourish promising |
1. Entrepreneur is a man who is ready to risk his welf-being for the sake of
some... business.
2. The earlier people... thier own businesses, the more time they have to
correct the inevitable mistakes.
3. Most people dream of their own small but... business.
4. It's not difficult to set up a... business/firm. Some of such...-businesses
quickly fail but many, having made through the first crucial two or three years
begin to... and some even to grow.
5. He is already 75 but he actively... the business.
6. Even people with intellectual professions aren't afraid to try other things
and... into business. A professional...ing some business is a normal phenomenon
in America.
Ex.4. Read and translate groups of derivatives:
1) profit - profitability - nonprofitable (enterprise) - nonprofit (corporation)
2) debt - debtor - indebtedness
3) own - owner - ownership - owned (by the state) - privately owned
(corporation)
4) legal (status) - legally (responsible) - legislation - legislative (body/
organ)
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5) hold (a meeting) - (share) holder - holding (company)
6) one person - group of persons - personal (assets) - personally
(responsible) - inter-personal (relations) - personality
7) separates - is separated from - separate (groups) - inseparable
8} corporation - corporate (form /charter) - incorporate
9) obligation - obligatory (subject) - is obliged (to do sth} 10) author - authority - (local) authorities - to have final authority - authorised (to act) - authorized (fund/capital)
Ex.5. Match the verbs with the nouns.
| take make get offer keep |
decisions
opportunity
profit
salary
vacation
Ex.6. Use proper prepositions; of/for/on/by/as
to do... yourself to be responsible...... the purpose...
| to act. liable. |
| to decide... to apply... |
Ex.7. Find synonyms to the following words:
| assets -several ~ needs - |
disadvantage -to demand -liability -to obtain -
Ex.8. Give Russian equivalents to the following verbs: elect, vote, hire, fire, issue, flourish
| Это означает... Это называется |
| a)... b}... |
Ех.Э. Give English equivalents to the following phrases: He нужно..
Ex.10. Comment on the usage of have and translate the phrases:
- Having a partner you don't need to...
- Having obtained a corporate charter...
-... without having to shut down your business
Comprehension and Discussion
I. Study the table below and speak about the differences and similarities of the businesses indicated in П.
| sole trader | partnership | pic /Inc. (US) | Ltd. |
| one person provides all the capital | owned by two or more people who contribute the capital | a registered company whose shares can be bought and sold on the Stock Exchange | a registered company with restricted share transfer |
| unlimited liability | limited liability | ||
| the personal assets of the owner(s) can be taken to pay any business debts | liability for business debts is limited to the amount of the capital subscribed |
pic. - public limited corporation - акционерное общество открытого типа
| Topical vocabulary: Managing Director executive |
| supervisor process data Text С |
II. Answer the questions to text A and use them as the plan for speaking on the topic «Types of businesses».
1. What are three different ways of doing business?
2. What is a sole proprietorship?
3. What opportunities does it offer?
4. Are there any disadvantages of this type of business?
5. What does it mean to have unlimited liability?
6. What is a partnership?
7. What businesses may have the form of partnership?
8. What are the advantages /disadvantages of partnership as compared
with one-person business?
9. What do we call a corporation and how are its owners called?
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10. What legal procedure do you have to follow to form a corporation?
11. What is the most important advantage of the corporate form of ownership?
12. What is specific about governmental corporations?
III. Read the following extracts and pick out the language you may use speaking about what one needs in order to start one's own business.
It is not difficult to set up a mini-firm and it's not hard to survive for a while. You have to make it through the first crucial one or two years.
Some people while working for the boss begin to earn additionally in their free time in the evenings. Eventually they get their own clientele. They save up some money, borrow the rest and build /buy a small shop (set up a small business) and begin working for themselves. They become entrepreneurs.
Many future entrepreneurs deliberately start a career, working for somebody else. By learning the ins and outs of another man's business and noting his pluses and minuses, they accumulate know-how, put aside enough money, and establish business connections. After that they are ready to start their own business.
IV. Using the language from text В and the above extracts, discuss with other students
a) what type of business you would prefer, if you decided to go into business;
b) what you shoufd do before starting your own business.
Company structure
- директор-распорядитель (может быть
в одном лице владелец и управляющий)
| be in charge of be in overall control common day-to-Clay running report to smb employee components to be made into goods see that word processor pay packet pay slip |
- руководящий /административный
работник; администратор
- заведовать, руководить (отделом)
- осуществлять общее руководство Лом
-типичный
- оперативное управление
- отчитываться перед кем-либо
- работник
-детали /комплектующие изделия, которые будут использованы для изготовления товаров
- следить за тем, чтобы
- текстовый редактор /процессор
- конверт, содержащий зарплату работника
- листок бумаги, на котором указаны все
сведений о выдаваемой зарплате, в том числе
об удержании налогов, страховки и т.п.
- инспектор, контролёр; лицо среднего
руководящего персонала (на предприятии)
- обрабатывать данные
The Managing Director (sometimes called Chief Executive, or President in the USA) is the head of the company.
The company is run by a Board of Directors; each Director is in charge of э department. However, the Chairman of the Board is in overaH corttrci and may not be the head of any one department.
Most companies have Finance, Sales, Marketing (sometimes part of Sales), Production, Research and Development (R&D) and Personnel Departments. These are the most common departments, but some companies have others as well.
Most departments have a Manager, who is in charge of its day-to-day running, and who reports to the Director; the Director is responsible for strategic planning and for making decisions.
Various personnel in each department report to the Manager. For example, the Sales Representative, who is present in almost all companies, reports to the Sales Manager.
Vocabulary and comprehension exercises
Ex.1. Fill in the gaps with the words from the above text:
1. The head of the company is called....
2. The company is run by....
3.... is in overall control of the departments. 4.... is responsible for strategic planning and decision making. 5.... is in charge of the department's day-to-day running. 6.... reports to the Sales Manager.
Ex.2. Complete the organisation chart from the information provided in text C.
CHAIRMAN
Departments each headed by a Dreclot
| .—4 ------ 1 ------------- Н ' Administration | ----!_ L. | -Ч ----- 1 ------- — — Purchasing 1 • | -i ------ 1 ------- Transport | Personnel | ||||||
| - | ||||||||||
| ;-,- | .- * -.'•>' Г* '; • * » ; | '. s.-.1, ".''?• ''-x.; • ••.'...' '"> -?rr' -о: я'; ••;:oi1-:-:.' т •-;/ ; •. | ||||||||
| Accounts | ||||||||||
| Legal | ||||||||||
| — i | ||||||||||
| Production | . | ••-! Re Devi (* — j -------- 1 — | ||||||||
| —:• c.i — l — | . l Sales & Marketing — i ----------- 1 --- 1 - | & 'lopment 1 & D) | ||||||||
Ground plan of Headquarters
Functions
example o) personnel in sates •Department
Ex.3. Big companies employing a large workforce have a complex internal structures, with separate specialist departments in charge of different functions. There are 9 such departments at this company headquarters. Match each function with the department responsible for it.
1. carries out market research
2. works with the factory unit
3. runs the mail room for all incoming and outgoing correspondence
4. draws up contracts
5. operates the firm's lorries, vans and cars
6. works to improve the firm's product range
7. responsible for recruitment and selection
8. pays wages and salaries
9. in charge of the welfare of the employees
10. includes data processing services
11. advises on corporate regulations
12. arranges delivery of goods to customers
13. organizes the activities of the sales representatives
14. provides office services,such as typing and photocopying
15. creates new products
16. keeps a record of all payments made and received
17. brings the firm's goods and services to the attention of potential customers
18. organizes training courses
19. orders all supplies needed by the firm
20. organizes quality control to maintain product standards
Ex.4. Fill in the gaps with the words in the box
j accountants, wages clerks, clerks, operators, switchboard operators, j reps, quality controllers, supervisors, secretaries, receptionist, buyers
1. The employees responsible for carrying out general office duties, filling
in forms and keeping statistics are....
2. The employees who sell a company's products are....
3. The employees who decide what to purchase, and who make the
purchases of finished goods or components to be made into goods, are the...,
4. The employees who are responsible for seeing that the finished goods
are well made are the....
5. The clerical workers who use typewriters and word processors and who
produce letters, memos or other documents, are....
6. The employees who check a company's financial affairs are the....
7. The employees who are responsible for preparing checks, pay packets
and payslips are the....
8. The workers who process data, under the control of managers and
supervisors, are the computer....
9. The person who greets a visitor and tells him or her how to get to the
right office is the....
10. The employees who deal with a company's telephone calls are the....
| controllable factors to meet standards product life cycle to cover costs direct mail sale range of goods to negotiate the sale and purchase current suppliers compelling offer take business away from smb. to set the price for Text A |
Topical vocabulary
marketing
salesmanship
market of multiple choice
to satisfy /meet customer needs
to provide benefits
competitor
to supply reliably
to catch up product development offerings
business activities
to promote = to facilitate
promotion
promotion selling
marketing research
market research
marketer
to be guided by
ultimate objective
to generate /make profit
diversity = variety
industrial goods
tangible
Units MARKETING
- маркетинг, создание рынков сбыта или
спроса
- навязывание, проталкивание товара
- рынок широкого ассортимента товаров,
рынок конкурентного товара
-удовлетворять потребности покупателей
-зд. обладать преимуществами
- конкурент, соперник
- надёжно (бесперебойно) удовлетво
рять спрос
- догонять, «наступать на пятки»
- разработка изделия
- предлагаемые товары и услуги
- предпринимательская деятельность
- содействовать, облегчать
- зд. продвижение, проталкивание товара
- продажа с целью рекламы
- изучение проблем сбыта
- обобщение данных о конъюнктуре рынка
- маркетолог
- руководствоваться чем-либр
- конечная цель
- получать прибыль
- разнообразие, многообразие; ассортимент
- продукция производственно-техниче
ского назначения
- реальный
- управляемые факторы
- отвечать требованиям, соответство
вать стандартам
- жизненный цикл продукта
- покрывать расходы
- прямая почтовая реклама
- распродажа
ассортимент товаров
вести переговоры по поводу продажи и покупки
- поставщики, действующие в данный
период
-зд. притягательный, неотразимый товар
- вытеснить кого-либо с рынка
устанавливать цену на...
Marketing is a new science. What has been around previously is the art of salesmanship. Salesmanship is the art of manufacturing something and making another person want it. Marketing is the art of finding out what the other person wants and then manufacturing it for him.
In a market of multiple choice, it's no longer sufficient to produce a product and show your customers that it satisfies their basic needs. You must show them it provides benefits other products fail to provide, that it can be supplied at a competitive price and above all, supplied reliably. But in this fastchangmg world, competitors catch up more quickly than ever. Preferences that consumers have for this or that product work for shorter and shorter periods*. So companies need to be constantly engaged in product development, if they wish to grow and make profits.
Multiple choice for the consumer is the motor that drives the marketing vehicle.
The only reason why customers buy products or services is because they have a need for them. If they buy those of a given company it is because its offerings satisfy their needs better than those of its competitors do. Hence, an important role of marketing is to understand what the needs of customers are and then to undertake the necessary actions to satisfy those needs better than competitors do.
what has been around previously is - раньше было
references... work for shorter and shorter periods - предпочтение... меняется всё чаще
Text В
Marketing includes all the business actiyitie_s 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 it includes such marketing operations as product planning, marketing research, pricing and promotion selling.
In all these activities, marketing is guided by ^wg__basic_pn_ncipl&s: the satisfaction of customer needs and profitability. The ultimate objective of a business corporation is to generate profits. Satisfying customer needs is a I necessary condition to achieve this objective, but it may not be sufficient. The corporation must select not only the customer needs which it will satisfy, but also the actions that it should undertake to this end, in such a way that the firm is profitable
Different business corporations operate in a very large diversity of sectors such as soft drinks, detergents, Pharmaceuticals, electric appliances, automobiles, computers, electronic components, machine tools, banking, insurance, airlines and telecommunications, to name but a few*. It is evident that these different marketing sector^ require different types of knowledge and activities So, in marketing it is customary* to organize these various sectors into three broad groups; consumer goods, industrial goods and services.
Consumer goods are products bought by individual consumers and households. From the above list, soft drinks, detergents, Pharmaceuticals, electric appliances and automobiles belong to this category.
Industrial goods are products bought by corporations or institutions such | as schools or hospitals. From the above list, computers, electronic components and machine tools belong to this group. Another expression used for this category is «business-to-business» marketing.
Inserwces sector, what is bought by a client is mainly not a tangible product but a service. Banking, insurance, airlines and telecommunications belong to this group.
The boundaries between these categories are not always clear cut.* Most products are sold with some form of service (e.g. automobiles), and most services are sold with some form of tangible items (e.g. restaurants); the same products (e.g. computers) can at the same time be consumer goods when they are sold to an individual and industrial goods when they are sold to a corporation.
Marketing research is very important for a marketer and helps him to determine what customer needs are. The most important branch of marketing research is demand analysis. Marketing experts have developed techniques for determining the needs of prospective customers. It is done by way of market segmentation. Every market can be divided into segments or, in other words, into separate groups of consumers. Use is made* of such demographic factors
like age income, educational background*, occupation, size of family, type of home and neighbourhood*, etc. Then there are psychographic factors: the customers' opinions and interests, hobbies, favourite sports, etc. Market segmentation facilitates product development, pricing decisions, distribution and promotion.
to rwne~buTa few - этот список можно продолжить
it is customary to organize - обычно подразделяют
clear cut-чёткие
use is made - используются
educational background - образование
neighbourhood - зд. местность
Text С
If you want to win a market you should be guided by four controllable factors - the FourP's. product, price, place and promotion (i.e. the item made for sale, how much it will cost, where it will be sold and what publicity* it will get).
The most controllable of these factors is the first «p» -product (service). The product must always perform the function for which it is intended and meet quality standards. However, in a world of rapid technological development customers are always looking for new products that do the job better, faster, more efficiently. All products and services have what is traditionally called «product life cycles». The stages of the product life cycle are: introduction, growth, maturity and decline. The length of product life cycle depends, first of all, upon the intensity of competition and the extent to which* the new product is an innovation or modification
Price. All products and all services have prices. The price depends on different things such as credit terms, delivery, quality and others. The price may be too high or too low to cover costs. Prices can be determined in different ways.For example, the prices for agricultural products can be decided in large central markets where forces of supply and demand exist. This is pure price competition.
The prices on industrial goods (iron, steel, etc.) are usually decided by large companies. Prices also can be set by the government. If demand increases, prices rise, profits expand and new investments are attracted.
ffa(-g includes location of production and distribution. The place to see
your product could be in dealer's showrooms or directly from the factory. Catalogs,
ect-mail coupons, telemarketing with telephone sales can be of great help to
">ow your goods to the consumer. Every year a lot of national, international and
cialized exhibitions and fairs are held in different countries of the world. The
, isplay during these exhibitions includes a wide range of industrial and consumer
xls which show the latest production achievements. At international and
national exhibitions commercial centres are established where participants can negotiate the sale and the purchase of different goods.
Promotion includes all forms of marketing communication: advertising, direct mail, customer service, image, special events*, sales, etc. Promotion is the most complex thing - how to select and divide your market according to the type of product, its price and where it will be available. Each group of population has its own values to which you want your product to appeal*.
If you want to market your product for the first time you may find the task difficult. The international market is very competative, with very many manufacturers chasing the same customers. It is very difficult to take business away from current suppliers. To be successful, the newcomer must have a compelling offer to make the customer switch to his product.
publicity ~ освещение (реклама) в средствах массовой информации
to which extent - в какой степени
events-зд. мероприятия
to appeal - зд. соответствовать
TextD
Marketing and promotion involves letting potential customers know about a new product both before it is made and after it becomes available for sale, Advertisements in the local and national press and exhibitions in areas where there is likely to be* a good market are among the ways* in which this is done. The choice of media for the advertisements - magazines, newspapers, radio and TV - and of location for exhibitions is made as a result of thorough market research, so that money (all marketing departments have tightly controlled budgets) is spent where it is most likely to produce results.
The advertising copy*, usually provided by a specialist copy-writer and set out by a designer to have the most impact, is probably the most common form of promotion, although the way in which stands are set up at exhibitions is also extremely important. «News» items * leaked to trade magazines are also important - and they are free.
there is likely to be - наверняка будет
are among the ways - это только некоторые способы
advertising copy - рекламный текст
«news» item - газетная заметка под рубрикой «новости» /«новинки»
Vocabulary exercises
Ex 1 Practice the reading of the following words and say what Russian words help to quess their meaning:
pharmaceutical, automobile, machine, client, restaurant, company, psychographic, coupon, commercial, centre, type, technique
Ex.£. Below is a list of words derived from the same stem. Indicate the parts of speech, read the words aiourf. Then choose a suitable word for each blank in the sentences below.
compete () competing () competitor ()
competition () competitive () competitively () competently () competence () competent () competitiveness ()
1. They suggested three... programmes. 2. A democracy should be ruled by the men most... to rule it 3. This люиШ enable British shipbuilders... on equal tertm with foreign yards. 4. Part of the reason for the drop in sales is... from overseas suppliers. 5. He carried out his mission with his usual.... 6. General Motors has definitely succeeded in designing a... car for the 1990s. 7. Why should we put such an emphasis on industrializm and...? 8. He did the work roughly but,,.9. The firm is not really a direct... in any significant markets. 10. The banks would be allowed to pay... high rates.
Ex.3, Read the following groups of words and translate them.
1. diversify - diversified - diversity
2. value - values - valuable - valuables - to value - evaluate
3. satisfy - satisfaction - satisfactory (mark) - satisfying (results)
4. to market - marketer - marketable - marked (improvements)
5. to supply - supplier - supply and demand - large supplies - to be in short
suppiy
6. direct (mail, ties) - directly (from the factory) - to direct - direction
Ex.4. Complete the chart below and mark the stress:
| L___Verb__^ | Noun | Adjective | Person |
| __ diversify | diversity | diversified | - |
| , __ | competitor | ||
| ., ___ | value | ||
| __satisfy_ | - | ||
| • ------ | marketable | ||
| supply | - |
Ex.5. Make up nouns from the following verbs and translate them into Russian:
divide define depend describe determine
decide decline demand distribute
Ex.6. Supply necessary prepositions:
| that reason. this end a high price such a way which extent other words one hand |
| 9. 10. 11. 12. 13. |
1 to be engaged... product development
2 to be guided... two principles
3 depend...
4 appeal... customers' tastes
5 divide the market... segments
6 switch... new products
14... the same time
Ex.7. Find English equivalents for Russian verbs: выяснять, искать, догоняг составлять /состоять из...
(use «make», «look», «find», «catch») Ex.8. Give synonyms:
| operate (in different fields) - perform (the function) - principal - complex - current (suppliers) - |
rival -rapid -wide range -items -deliveries -
| A product promotion marketing provide undertake set negotiate |
| В vehicle benefit development selling objective actions |
Ex.9. Match the adjectives /verbs in A with the nouns in B:
| A | В |
| multiple | customer |
| competitive | products |
| ultimate | prices |
| tangible | choice |
| prospective | boundaries |
| compelling | goal |
| clear cut | offer |
Ex.10. Fill in the gaps in the sentences with the words from the box.
cash and carry chain discount loss leader middlemen overheads retail stock control turnover wholesaler
chain ~ сеть магазинов
discount - скидка
loss leader - товар, продаваемый в убыток
overheads - накладные расходы
stock control - учёт товарных запасов
1 a is something sold very cheaply to encourage customers to come into a
shoo' once they are in, they may buy other things at profitable prices.
2 The amount of money taken (without tax deductions) or the amount of goods
3°Deciding how many items should be ordered, and when, is a matter of
4 A number of shops belonging to one company is a...
5 A retailer buys his goods at a... and sells them at a... price to produce profit.
6 A retailer buys his stock from.... The retailer is the... between the manufacturer
or wholesaler and the customer.
7 The everyday name for a warehouse from which a retailer collects the goods
himself is a...
8. The costs of running a retail operation caused by lighting, heating, rent, wages,
etc., aretts....
Ex.11. This diagram shows the marketing process from start to finish. Insert the six missing words in their correct positions. consumer costing development distribution research strategy
• Study the meanings of the word need: (n) 1, необходимость
a need for - необходимость в чём-либо
a need to do smth - необходимость сделать что-то
- There's a great need for a new book on the subject.
- I feel a need to talk to you about it.
- There is no need to do this work now
2. потребность ("needs = basic necessities or requirements)
- I have enough (money) to satisfy my needs.
3. нужда (= poverty)
- A friend in need is a friend indeed.
(v) 1. нужно, требуется (- require, want, lack)
- I need to consult a dictionary. - Мне нужно заглянуть в словарь.
- I'll need your help. - Мне потребуется твоя помощь.
Compare:
We need great funds to build a nuclear power station. Great funds are needed to build a nuclear power station. The needed funds may be supplied by... 2. needn't (= don't have to) - не обязательно, не нужно ~ You needn't finish that work today.
- She needn't have come in person - a letter would have been enough. -
Ей не обязательно было приходить, достаточно было бы прислать
письмо.
Translate the following sentences;
1. What do you need to take with you on holiday? 2.1 didn't need to go to the bank - I borrowed some money from Mary. 3. A dog needs to be taKen out for a walk every day. 4. Will we need to show our passports? 5. She needs to have access to our files. 6. If she wants anything, she need only ask. 7.! need hardly tell you that the work is dangerous. 8. Nobody need be afraid of catching the disease. 9. The garden doesn't need any watering - it rained last night. 10. Don't go. I may need you. 11. Britain is self-sufficient in wheat, but it needs to import butter. 12. Companies need to be engaged in product development, if' they want to grow and make profits.
• Study the meanings of the word way.
Memorize the following phrases where the word way is used mainly in the meaning способ /образ действия.
Say which of them are used in the texts about marketing.
1. in this way - так, таким образом
2. in such a way (that) - так (что /чтобы)
3 in a different way (= differently) - по-другому
4 in different ways - по-разному, разными путями /способами
5. by way of - путём, посредством
6. be under way - вестись, делаться
(Preparations are under way for the international conference.)
7. a way out - выход (из положения)
8. the way she speaks - (то,) как она говорит
9. in any way - в любом случае
10. in no way - ни в коем случае
(Не is in no way inferior to you.)
11. By the way,...-кстати, между прочим
12. In a way - в какой-то степени, в известном смысле
(Do you know her? - In a way, yes.)
Comprehension and discussion
I. Answer the questions to the texts:
A. 1. What do we call salesmanship?
2. What is marketing?
3. What is necessary for marketing to work well?
4. What is needed if a company wishes to grow and make profit?
B. 5. What activities does marketing consist of?
6. What are two basic principles of marketing?
7. What do marketing operations include?
8. Is satisfying customer needs the only objective of a firm?
9. What groups of goods is it customary to organize marketing sectors
into?
10. What consumer goods do you know? Whom are these goods bought by?
11. How do we understand the expression «business-to-business»
marketing? When is it used?
12. What kinds of services do you know?
13. How does market research help a marketer?
14. What is market segmentation? How is it done?
15. What should one do if one wants to win the market?
16. What are the main stages of the product life cycle?
17. What does the length of product life cycle depend upon?
18. What does the price depend on?
19. How can the prices be determined?
20. Where could the place to see the product be?
21. What are exhibitions and fairs held for?
22. What forms of marketing communication does promotion include?
23. Why is it difficult to market a product for the first time?
- Using the diagram in ex. 11, describe marketing process from start to finish.
|
Unit 4 MANAGEMENT
I. Write down your idea of Management.
II. Interview your friends on what their idea of Management is.
Ш. Study the dictionary definitions of Management below; underline the similiarities and circle the differences.
Longman dictionary of contemprorary English:
1. the act of managing, esp. a business or money
2. skill in dealing with (usu.) a person
3. the people who are in charge of a firm, industry, etc., considered
as one body
Webster's new collegiate dictionary:
1. the act or art of managing: the conducting or supervising of smth.
2. use of means to accomplish an end
3. capacity for managing: executive skill
4. the collective body of those who manage or direct an enterprise
Newnes dictionary of business terms:
1. the carrying out of policies laid down by determining what results
are to be accomplished, planning how these results are to be
accomplished, building up the required organization, and controlling
out these tasks
2. the people responsible for carrying out these tasks
IV Compare dictionary definitions with your first thoughts of Management and
say which of them correspond to the following.
1 управление (планирование, регулирование, контроль); руководство; менеджмент
2. организация производства
3. дирекция; администрация
V Make use of the above definitions to translate the following word collocations:
business management debt - investment -
| cash ~ company ~ contract -corporate -factory /plant - |
day-to-day - income tax ~
financial - job -
general economic ~ joint -
inventory /stock ~ personnel ~
sales -
Management and organizational structure
Topical vocabulary
| начальник отдела кадров персонал, штат руководить предприятием качества руководителя принимать решения принятие решения оперативное руководство начальник производства контролер мастер управляющий по торговле штатный, вспомогательный отдел иметь дело с управлять персоналом ставить цели |
personnel manager
personnel (= staff)
to operate (= run) a business
management skills (= - qualities)
to make decisions
decision making
operating management
production superintendent
supervisor
foreman
sales manager
staff department
to deal with
to handle the staff
to establish (= to formulate) goals
Text
Management has as many definitions as there are managers. Some, like personnel manager, concern mainly with human activities. Others, such as financial manager, show a preference for the quantative aspects. Somewhere in between is the managing directory general manager.with an rtegrated and balanced viewpoint - a bird's-eye-view* - looking at the business objectively as a whole.
In practical business,management is the art and science of getting* things done through other people To operate a successful business you need strong ] management skills.
Management includes those personnel who have the nrht to make decisions that affect company's affairs.
Organization is the means by which management cooidinates the efforts of employees to attain the company's objectives. Organization involves* structure. An organizational structure is a framework enabling management to delegate and control the responsibility of individuals and departments. Historically,line structure is the oldest type of organization structure. The main idea of it is direct vertical relationships between the positions and tasks of each level. When a business grows in size and becomes more complex, there is a need for specialists to do specific work. In such case administration may organize staff departments, j The activities of the staff departments include accounting, personnel, credit and i advertising.
Levels of management
There are three management levels:top management, middle management and j operating management.
Top management includes the president, vice-presidents /directors, and the general manager. Middle management includes department managers, plant managers and production superintendents. Operating management includes supervisors, foremen, etc.
Decision making
The most important responsibility of a manager at any level is decision making. It is often said that decisions are the motor of business. Successful management i is a matter of* skill in choosing from alternatives. Decision making can be broken into five components:
(1) recognizing the problem,
(2) defining and analyzing the problem,
(3) evaluating alternative solutions,
(4) choosing the favourable solution and
(5) implementing the approach chosen.
Systematic decision making can be hard work, particularly if you are dealing with complicated situations.
Management functions are:
Planning. The process of establishing organizational goals and a strategy for their accomplishment is known as the planning function. Organizing. Once goals and strategies have been formulated, organizing makes things happen as planned.
Directing. This is the motivational function. An organized effort requires complete cooperation and, in directing operations, management seeks to obtain a high level of production from employees through motivation and proper guidance.
»- тьр rcntrol function monitors the achievement of goals and compares Controlling.^ м с ^^ projected in p|anning as we|i as actual performance in actual results
past period^ ^ of fjndjng tne rjght pefson for egch job
Staffing, i nib ^ ^ ^^ functjon Cnangingtimes require new approaches,, technology demands new procedures. Finding new and better ways о handling the staff, and getting additional money are only some of SecreaVve tasks managers often deal with.
"bird's~"eve:view - взгляд с высоты птичьего полета
to get /make smb do smth - заставить, убедить кого-либо сделать что-то
involves - зд. предполшает наличие, имеет
is a matter of - это вопрос (дело)
Vocabulary exercises.,..'-;
Ex.1. Translate groups ot derivatives
manage - manageable - management - manager - managing (director)
finance - financial - financier
decide - decidedly - decision (making) - decisive
respond - response - responsive - responsible - responsibility
advertise - advertisement - advertising - advertiser
Ex.2. Give English equivalents to the word collocations below:
управление коммерческими предприятиями, общее хозяйственное руководство, оперативное управление, руководство фирмы /корпорации / акционерного общества, дирекция завода, управление предприятием, управление финансовой деятельностью, управление запасами, управление портфелем ценных бумаг по поручению клиента, управление сбытом, руководство кадрами, организация труда, контроль и регулирование долговых отношений, контроль и регулирование денежных операций (в фирме, банке), ведение (банком) налоговых дел клиента
Ex.3. Use proper prepositions: in / with /at/ as / into / for.. •
to be concerned.............. any level to look...
to break down...... a whole to be known... to deal...
Ex.4. Match the verbs /adjectives with the nouns
to make resources organizational technology
to attain authority financial solution
to invest orders general structure
to give business favourable resources
to operate decision advancing manager
to have objective available
| DOWN 8. enterprise 9. decision |
| 10. objective 11. to manage |
Ex.5. Look through the text for synonyms to the following words:
carry out - deal with - personnel -
control - operation - directing -
monitor- guidance- achieve -
be responsible for - run (an enterprise) -
Ex.6, Translate from Russian into English
1. Организационная структура нашего предприятия сложна.
2. Существует три уровня управления.
3. Важно оценить альтернативные решения.
4. Главная задача руководителя заключается в том, чтобы скоординИ'
ровать усилия служащих для достижения цели.
5. Принять правильное решение порой бывает сложно.
Ex.7. Unjumble the words. Comment on the functions of the «Infinitive» 1) a, you, business, management, to, skills, strong, operate, successful, need, To operate...
| 2) |
efforts, to, the, coordinates, objectives, of, attain, the, employees, management, the, Management...
| 3) |
high, production, of, seeks, and, proper, level, from, through, management, a, guidance, employees, motivation, obtain, of, Management, to
Ex.8. Complete the crossword puzzle ACROSS
| ID |
1. responsibility
2. complicated
3. real
4. (management) quality
5. to accomplish
П I МП I
6. executive
7. staff
12. make smb. do smth
Discussion
questions
1 What definitions of managers do you know?
2. What is the oldest type of organizational structure? Make its graphic
illustration.
3. Can you name some of the staff departments?
4. What are the levels of management?
5. What is the most important responsibility of a manager?
6. What functions do executives perform?
Management qualities
I. Translate into English.
Предприниматель и менеджер
Предпринимательство - это род деятельности, связанный с инновациями, новыми продуктами, услугами, рынками, новой системой управления. Организуя новое дело, предприниматель вкладывает собственные средства и принимает на себя личный риск. Для предпринимателя важны такие качества как
- независимость,
- высокая работоспособность и упорство,
- способность к оправданному риску.
Однако для менеджера этих качеств недостаточно. Он должен:
- уметь работать с людьми,
- обладать знаниями в области распорядительства,
- быть лидером.
В развитых странах управлению производством придаётся огромное значение.
Структура занятых в США: 3,5% - промышленные рабочие, 1,5% - сельскохозяйственные рабочие; 30% - занятые в сфере услуг; 65% - инфраструктурный персонал: менеджеры, специалисты, работающие а управлении, пециалисты, работающие е информационном обслуживании.
П. Below is the conversation between the interviewer and other members of the ane/ (комиссии) who are to decide on the successful candidate for a department
reading the dialogue, look at the table below and mark in the first Jmn tne three qualities you consider to be the most important for a true ger. (Use 1,2,3 to indicate the order).
Then read the dialogue and mark on the table the opinions of the three interviewees.
| you | John Renolds | Mark Pritchard | Susan Staintol | |
| Communicative skill | J | |||
| Adaptability | J | |||
| Creativity | J | |||
| Sensitivity to others | j | |||
| Stamina | ||||
| Foreign language skill | J | |||
| Authority | ||||
| Leadership |
Interviewer: I'd like to ask each of you in turn what you consider to be the three most important qualities for a good manager. Perhaps we could hear youn ideas first, Mr Renolds.
Renolds: Well, I think that at present the most important quality is tha ability to deal with other people. I know we are a manufacturing industry, but I feel very strongly that we also have a great responsibility towards our personnel.! Secondly...weli, let me see. Yes, in my opinion the second most important quality must be the ability to talk to our personnel about their jobs, their futures, their problems, etc. To be able to relate to them, you know. And thirdly...well...I suppose I'd put adaptability as the third most important quality. I think that fits in with tha other two points I mentioned to give my idea of a good manager.
Interviewer: Well thank you for your opinion, Mr Renotds. Perhaps we could hear your views now, Mr Pritchard.
Pritchard: Well, I consider the present situation requires a rather different approach to the whole question of management and therefore different qualities for managers. I believe that a good manager is one who can persuade people that his way is right. Isn't that why he is a manager? Getting people to accept his decisions and to follow his leadership - that, in my view, is the mark of a good manager. Secondly, I feel that he should be firm with his people - that's howl they'll come to respect him. And thirdly... I'm of the opinion that he should be physically fit. In this day and age the pressures and strains are sc great that only the fittest can survive, and those are the ones who should be the managers. Mentally competent - of course - but physically competent, also.
Interviewer: Well, thanks, Mr Pritchard. Could we hear what you tnink, Mrs Stainton.
Stainton: Yes, certainly. I think my views probably represent a mixture or] synthesis of my collegues' opinions. The most important quality is, in my opinion, the ability to think flexibly - to find new answers and new solutions. Secondly, I feel that as managers we should be able to handle people, as I'm sure that for the company, good labour relations means a happy and secure future. But this doesn't mean that we should be too lenient nor too dogmatic.The third quality should be, in my view, the ability to direct and control people effectively.
Interviewer: Well, thank you for your opinions.
Find in the above conversation definitions to each management quality indicated in the table.
IV Choose the three qualities you consider to be most important for a good
manager- Give youf opinions to the other members of the group. Discuss the
qualities you have chosen.
What is Important for a good manager?
V Read the dialogue between the Managing Director (MD) and the Personnel
Manager (PM). On reading the dialogue make up a list of things managers need
to know.
MD: John, we must think about specialized management-training courses for
our junior managers. PM: Yes, our promising younger people need to learn about management
structures. MD: They need to know how to take decisions and the results of these
decisions. PM: And, of course, accounting for managers is essential. And they must
know how to read the balance sheet. MD: Without it, they will never manage successfully, and they won't know
anything about stock control, costing, pricing... you name it. PM: Yes, cost and price decisions depend on knowing this. MD: Of course, that's not the only thing they need to know. New technology
means that they need to know about things like computer systems. PM: What else?
MD: Communications, for example. PM: Yes, and I think that the sales and marketing departments need managers
with this background,
Ш: Even the distribution managers could benefit, too. PM: Perhaps we should only appoint managers with a Harvard MBA*!
MBA = Master of Business Administration - магистр в области управления бизнесом
VI. Read the text. Then read the clues and complete the crossword.
All the words can be found in the text. The numbers in brackets show how many letters there are in the word.
Each department in a division of a company relies on budgeting to make the company's affairs profitable. A profit target is set, and the unit price of the goods (which depends on how much they cost to make and for how much they can be sold) is determined by this; the managers report how well this target has been met; the price of the goods leaving the factory (or ex works) is adjusted.
г
Only after this has been done can the various departments in the company execute the orders.