- •Предисловие
- •Цель данного сборника – совершенствование языковых знаний, умений и навыков студентов, а именно навыков чтения и устной речи в рамках профессиональной тематики.
- •Сборник учебных текстов и упражнений включает 7 разделов по основным аспектам бизнеса: международная торговля, маркетинг, менеджмент, финансы, бухгалтерский учёт.
- •Unit I
- •Business Basics
- •Words to remember
- •Tasks to perform
- •4. Translate the following sentences from Russian into English.
- •Words to remember
- •1) vary / variety / various
- •2) excite / excitement / excited / exciting
- •3) specify / specific / specification
- •4) involve / involvement / involved
- •5) advance / advanced / advancement / to advance
- •6) suit / suitable / suitability
- •4. Translate the following sentences into English.
- •5. Translate the following definitions. Find the appropriate term for each of them.
- •6. Translate into English using the appropriate terms.
- •7. Extra Reading
- •Tasks to perform
- •1. Read the text again and translate the following phrases from Russian into English.
- •2. Read the definitions and find the words in the text suitable for them.
- •Presenting the results of research
- •1. Give English equivalents of the words and word partnerships used in the text.
- •2. Match the words and word partnerships on the left with the words used in the
- •text on the right.
- •1. Give English equivalents of the words and word partnerships used in the text.
- •2. Match word partnerships on the left with the words used in the text on the
- •right.
- •Unit 3
- •International Business
- •Words to remember
- •1. Give English equivalents of the words and word partnerships used in the text.
- •1. compare / comparison / comparative
- •2. technical / technician / technique
- •3. benefit / beneficial / beneficiary
- •4. domestic / domestically
- •5. nation / national / nationalize
- •6. advantage / advantageous / disadvantage
- •5. Translate the following sentences from Russian into English.
- •Extra reading
- •Import / Export
- •Word focus
- •2. to provide or achieve something that other people benefit from
- •Tasks to perform
- •the sentences.
- •5. Translate the following text into English.
- •Words to remember
- •Part 1 An Accounting Overview
- •Words to remember
- •2. to get something that one deserves because of good work
- •Tasks to perform
- •1. Give English equivalents of the words and word partnerships used in the text.
- •2. Match the verbs used in the text with their synonyms.
- •1) accountant / accountancy / account
- •2) summarize / summary
- •3) state / statement
- •4) compute / computation
- •5) compare / comparison / comparative / comparatively
- •6) require / requirement / required
- •7) accurate / accurately / accuracy
- •5. Translate the following sentences into English
- •Extra reading
- •The management accountant
- •Forget the stereotype of accountants: they are now ambitious business strategists.
- •3. Are these statements true or false? Correct the false ones.
- •Talk about the job Gabriella does.
- •Words to remember
- •2. one of the parts into which ownership of a company is divided; equity
- •Tasks to perform
- •2. Circle the word which does not belong in each horizontal group.
- •3. Match the following general headings to the groups of five words that you
- •identified above.
- •4. Company Performance
- •Complete the passage below using the appropriate words given below.
- •5. Translate the following text into English
- •Tasks to perform
- •1. Give English equivalents of the words and word partnerships used in the text.
- •2. Match the verbs from the text on the left with their synonyms on the right.
- •3. Fill the gaps with the appropriate word partnership. Translate the sentences.
- •1) prime / primary / primarily
- •2) utilize / utilization
- •3) expand / expansion
- •4) consider / consideration / considering
- •5) expense / expensive
- •6) insure / insurance
- •1. Give English equivalents of the words and word partnerships used in the text.
- •2. Match word partnerships used in the text on the left with the synonymous
- •verbs on the right.
- •4. Translate the following sentences into English.
- •5. Процент – это плата за пользование кредитом.
- •A bank loan
- •A loan from family or friends
- •1. Which are the most popular?
- •2. Which are the safest?
- •3. Which are the easiest to obtain?
- •4. Do you know any other ways of raising finance?
- •Example: raise a loan, raise finance, raise money
- •4. Read these statements and check if you understand the vocabulary.
- •2. Do not accept their money without signing a formal contract.
- •3. Share information openly with them in order to get funding from them.
- •4. They have a reputation for financing technology companies.
- •5. They will not lend money to people starting a business for the first time.
- •6. You must have property to guarantee the loan.
- •refers to.
- •You are business advisors. You will give advice to a pair of entrepreneurs about how to finance a small business they want to start.
- •Before talking to them, decide what type of finance might be suitable for them: a bank loan, a loan from family or friends, a mortgage or using personal savings.
- •You will need to ask them:
- •Prepare some questions and when you are ready, meet the entrepreneurs, discuss their plans with them and give them your best advice.
- •Pair B
- •2. Match the verbs and word partnerships used in the text with their synonyms.
- •1) manage / manager / managerial / management
- •b) She lacked … experience and didn’t get the job.
- •2) evaluate / evaluation
- •Tasks to perform
- •1. Give English equivalents of the words and word partnerships used in the text.
- •2. Give English words and word partnerships used in the text for the following
- •definitions.
- •reasons.
- •1. Give English equivalents of the words and word partnerships used in the text.
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to gain (v) – to obtain; get
to reach (v) – (here) to succeed in making someone see or hear about your product or service, e.g. to attract customers
to identify (v) – to find out; determine; discover or recognize
1. Give English equivalents of the words and word partnerships used in the text.
Определиться (принять решение) относительно товара; |
определить |
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(установить) цену; |
размещение товара; |
|
продвижение товара; |
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планировать отдельно друг от друга; |
|
комплекс маркетинга; |
сосредоточить |
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внимание на потребителе; |
целевой рынок; |
определить целевой рынок; |
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направлять маркетинговые усилия на; |
привлечь внимание (заинтересовать); |
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разработать подходящую группу элементов; |
|
пытаться приспособить |
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предлагаемый товар к потребностям потребителя; |
подростки из семей со |
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средним доходом; |
универмаг; |
покупательские привычки; |
получать |
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информацию (сведения) путём проведения рыночного исследования; |
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правильное определение целевого рынка; |
привлечь потребителей. |
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2. Match word partnerships on the left with the words used in the text on the
right. |
|
1) plan of action |
a) to appeal to |
2) to decide what product to produce or sell |
b) to target at |
3) to combine elements |
c) to research |
4) to examine the market |
d) strategy |
5) to aim at young people |
e) appropriate |
6) to try to attract someone |
f) to identify |
7) right or suitable |
g) to mix |
8) to find out the group of potential customers |
h) to determine |
3. Find the appropriate terms for the following definitions.
target market placement |
promotion pricing marketing mix |
buying habits |
market research |
1.what kind of things people buy, what are their reasons for them, how much they spend - …..
2.an activity such as special advertisements or free gifts intended to sell a product or service - ...
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3.the type of people that you aim to sell your products or services to - …
4.the mix of marketing actions used by a company, which are usually known as the four Ps - …..
5.getting the product to the customer through the channels of distribution - …
6.fixing the price of something that is for sale - …
7.the activities involved in obtaining information about a particular market, including how many products the company sold, who is buying the products, why they are buying the products, etc. - ….
4. Translate the following sentences into English
1.Рынок состоит из людей с их потребностями, способностью покупать и желанием и способностью продавать.
2.Маркетинг делает продукцию доступной (имеющейся в наличии) там, где она нужна потребителям.
3.Комплекс маркетинга – это сочетание качества товара или услуги, установление цены на них, проведение рекламы, разработка упаковки, поиск каналов распределения, реализация товара, и его гарантийное обслуживание.
4.Основные виды продвижения продукции включают рекламирование в газетах, на местах продаж, на телевидении и на улице.
5.Распределение включает не только перевозку и хранение, но также выбор посредников.
6.Ценообразование включает как базисные цены, так и различные скидки.
7.Развитие рыночной стратегии включает отбор и анализ целевого рынка, а также создание и поддержание элементов маркетинга, которые будут удовлетворять этот рынок.
8.Маркетинговое исследование это систематический сбор и анализ данных о покупателях и рынках.
9.Маркетинговое исследование помогает фирме определить возможности реализации своих произведённых и потенциальных товаров или услуг.
Case study: A place in the sun.
1. Read the information. What can Tobin offer the French market that its competitor cannot?
Mobile homes are a popular choice for seaside holidays. Tobin homes, a new manufacturer in the west of France, wants to break the domination of Wandlebury
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homes, a British competitor based in Liverpool. Tobin has produced upmarket homes with pitched roofs and kitchens and bathrooms just like a real house. Its interiors have been created by world-famous designer Petronella Sharpe. It offers free delivery within 100 kilometers of its factory. Wandlebury adds a standard 8 % delivery charge.
The three main consumer sectors are:
European holiday companies which buy to let between May and September: 45%
French families within an hour’s drive of the cost: 35%
Retired people in year round residential parks (mostly French): 20%
2. Read additional information about Tobin’s and Wandlebury’s homes
Tobin mobile homes
The Belando 10 m х 4m Price; 40,000 euros
Douible glazed windows and insulated walls. Electric heating. Suitable for all season use. Corner kitchen with sitting area. Two bedrooms: one double with own bathroom / toilet and one twin. Separate toilet and shower. Luxury sofa bed in lounge for guests. Co-ordinated furnishings and fittings throughout.
The Melissa 8m x 4m Price: 30,000 euros
Double glazed windows. Standard walls. Suitable for main season only. Corner kitchen with sitting area. Double bedroom with wash-basin and toilet; one twin bedroom. Separate toilet and shower. Standard sofa bed in lounge. Co-ordinated furnishings and fittings throughout.
Wandlebury mobile homes
The Rector 11m x 3.8 Price: 35,000,euros
Double-glazed windows and insulated walls. Electric heating. Small galley kitchen. Two bedrooms:one double and one twin bedroom with extra folding bed. Separate toilet and shower.
The Jonti 8m x 3.8 |
Price: 25,000 euros |
Standard windows and floors. Small galley kitchen. Two bedrooms: one double and one twin bedroom with extra folding bed. Combined toilet and shower room.
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3.Study the information leaflets about Tobin and Wandlebury ranges and discuss the following questions.
1.What are the obvious differences among the four products?
2.Which groups of customers should Tobin target? Which group do you think is the most profitable?
3.What should Tobin salespeople say when customers ask how their homes compare with the Wandlebury range?
4.How should Tobin target each main group of customers? Work in groups and decide how you should spend Tobin’s advertising budget for next year. You can use up to 25 points.
Method |
cost in points |
Ferry company magazines |
2 |
Specialist mobile home magazines |
4 |
National magazine for families |
6 |
National magazine for elderly people |
4 |
National newspapers |
5 |
Local newspapers in the west of France |
3 |
Short TV advertising campaign |
16 |
Season’s advertising on local radio |
8 |
Competition with prizes of two homes |
7 |
Hospitality for dealers |
5 |
Sponsoring wind-surfing championships |
8 |
Aircraft flying Tobin banner (summer season) |
8 |
Unit 3
International Business
Part 1 Why nations trade
Words to remember
to restrict (v) – to limit or put controls on the amount, size, or range of something; to restrict
to import (v) – to bring something into a country from abroad in order to sell it to lack (v) – to be without; not have enough of something needed or wanted