Английский язык для бакалавров

CONTENT

 

 

Введение  ………………………………………………………………..4

 

Lesson 1	Text: Defining Target Market.  ………………………………. 5 Таблицы ………………………………………………………7
Lesson 2	Text: The Evaluation of Industry.  …………………………… 8 Таблица ………………………………………………………11

Lesson 3   Text: About Competition. ……………………………………. 12

                 Self-Study. Text: Future Competition .………………………. 15

Lesson 4   Text: A Few Tips of Marketing.  …………………………….. 16

                  Video “Developing a Marketing Plan” ……………………… 19

Lesson 5   Text: Marketing Tactics.  ……………………………………. 20

                 Statement of Mission ………………………………………… 21

Lesson 6   Text: Managerial  Issues.  ……………………………………. 22

                 Business Ethics & Business Etiquette ….…………………….. 25

                 Деловая игра ………………………………………………… 25

 

 

 

 

 

 

 

 

 

 

 

 

Введение

 

Методические указания предназначены для студентов экономических направлений технических вузов и составлены в соответствии с требованиями учебной программы неязыковых вузов направления бакалавриата и государственным образовательным стандартом высшего профессионального образования Российской Федерации.

Основной целью методических указаний является совершенствование умений и навыков чтения и перевода иностранных текстов профессиональной направленности; формирование готовности принять участие в ситуативно-обусловленной беседе по изученной тематике, а также делать сообщения на профессионально-ориентированные темы.

В основе указаний лежат методически обработанные тексты из аутентичных англоязычных источников. Тематика текстов охватывает основные экономические понятия, такие разделы как определение целевого рынка, вопросы менеджмента, тактику маркетинга, конкуренция и др.. Методические указания состоят из 6 основных уроков, лексических упражнений и заданий к текстам.

Каждый раздел методических указаний имеет определенную структуру: основной текст, словарь и комментарий для активного усвоения лексики текста, лексические и послетекстовые упражнения различного типа. При составлении текстов и упражнений уделено большое внимание повторяемости лексических и грамматических явлений и использован принцип постепенного нарастания трудностей, что позволяет лучше усваивать учебный материал.

Методические указания также включают задания, ориентированные на формирование навыков разговорной монологической и диалогической речи. Выбор тематики продиктован требованиями рабочей программы.

 

 

 

 

 

 

 

 

 

 

 

LESSON 1

1 Read the text

 

DEFINING TARGET MARKET

1. Everybody may be tempted to describe their market in the broadest possible terms, choosing to include all those who might potentially use their product or service. Doing so gives the comforting sense that they have a huge market to exploit. Unfortunately, this gives little genuine information on which to base business decisions. It could end up defining the market for furniture as everyone who lives indoors. And it is hardly helpful if you’re trying to come up with a marketing plan for your furniture store. Instead everybody needs to indentify the particular market segments they wish to reach. These segments describe distinct, meaningful components of the overall market and give a set of specific characteristics by which to indentify target market.

2. Let’s say you are considering opening *a discount dry cleaning establishment1. You plan your service to be less expensive and faster, but also of slightly less quality than the dry cleaner now serving the area. Thus, you might define your target market in these terms: “*Employed women in white-collar jobs, price and time sensitive, commute by car2, ages 25 to 50, household incomes of $20,000-$50,000 per year, children living at home, reside in the Laurelwood neighborhood.” You then need to determine whether the neighborhood has enough consumers who fit this profile to support your business.

3. To be a useful planning tool, the definition of target market must meet these criteria:

• Definable. It should have specific characteristics identifying what the potential customers have in common.
• Meaningful. The characteristics must meaningfully relate to the decision to purchase.
• Sizable. It must be large enough to profitably sustain the business.
• Reachable. Both the definition and size must lead to affordable and effective ways to market to your potential customers.

4. Once you have defined your market, you should then assess its size and trends, evaluate your competitors for that particular market, and probe the market for strategic opportunities.

5. Demographic description. Begin describing your market by the most basic, objective aspects of the customer base. These details are the specific and observable traits that define your target market. Demographic information is parti-cularly useful when devising your marketing plan. Many marketing vehicles, such as publications, mailing lists, radio, and TV, accumulate this kind of data about the market they reach. Thus, you are better able to judge whether such vehicles are appropriate for your company. Remember, you want to define those characteristics of your target market that meaningfully relate to the interest, need, and ability of the customer to purchase your product or service.

6. In the previous definition of the target market for the Laurelwood dry cleaner, for instance, the definition “white-collar jobs” directly relates to the need for regular dry cleaning; “women” relates to the fact that most dry cleaning nationally is purchased by women; “commute by car” is important because the location is not near public trans- portation; and “$20,000 - $50,000” relates to the customer’s ability to pay for dry cleaning *while being less likely to afford the more expensive cleaners3. 7. Geographic description. Perhaps the easiest aspect of your target market to

“Customers can be categorized in several ways, by income level or by life style issues. The income levels can fall into one or more of the following categories: luxury, up-scale, upper moderate, and budget.  Life-style issues are more subjective.”          Nancy Glaser,          Venture Capitalist

define is the geographic area you intend to serve. This definition should be as concrete as possible, indicating whether your business serves a particular neighborhood, entire city, regional area, state, national region, complete nation, or portion of the international market. Also, look at the density of the area – whether urban, suburban, or rural, and whether the location is in a mall, strip center, business district, or industrial area, or will be a stand-alone facility. Some businesses define their geographic market by climate, serving only cold-weather or hot-weather locations.

 

2 Explanations to the text

1...a discount dry cleaning establishment – химчистка, работающая со

   скидкой для клиентов

2... employed women in white-collar jobs, price and time sensitive, commute by

   car – женщины, работающие служащими в конторах, зависящие от

   времени и денег, приезжающие из пригорода на  своей машине.

3...while being less likely to afford the more expensive cleaners – так как не

   могут позволить себе более дорогой химчистки.

 

3 Key vocabulary / expressions

affordable [ә'fo:dәbl] – adj. прибыльный; дающий возможность

commute by car – совершать регулярные  поездки на работу из пригорода;

     commutation ticket – сезонный билет (пригородного значения)

discount [dıs'kaυnt] – n скидка; discounter - магазин, где товары продаются

     по сниженным  ценам

have smth. in common – иметь что-то  общее 

mailing lists – список адресатов; опрос по почте

reside [ ri'zaıd] – v жить, проживать;  resident – n проживающий, житель

vehicles ['vi:ıklz] – n средства

white-collar job – служащие

 

4 In the Demographic Description and Geographic Description worksheets describe the details that affect your target market, whether you are marketing to consumers or businesses.

 

DEMOGRAPHIC DESCRIPTION This worksheet helps you chart a demographic profile of your target  market.                                                                  CONSUMER Age Range:___________________ _____________________________   BUSINESS Industries:____________________ ____________________________ Income Range:_________________ _____________________________ Sex:_________________________ _____________________________ Occupation:___________________ _____________________________ Marital Status:_________________ _____________________________ Family Size:___________________ _____________________________ Ethnic Group:__________________ _____________________________ Level of Education:_____________ _____________________________ Home Ownership:______________ _____________________________ Other:________________________ Sector:______________________ ____________________________ Years in Business:_____________ ____________________________ Company Revenues:___________ ____________________________ Number of Employees:__________ ____________________________ Number of Branches:___________ ____________________________ Square Footage:_______________ ____________________________ Company Ownership:__________ ____________________________ Other:_______________________ ____________________________ ____________________________

 

GEOGRAPHIC DESCRIPTION

Area Served (city, region, nation, etc.)_________________________________       ________________________________________________________________ Density (urban, rural, suburban, etc.)_________________________________ ________________________________________________________________ Nature of Location (mall, strip center, business district, etc.):______________ ________________________________________________________________ Climate Conditions: _______________________________________________

 

5 What is your opinion of the following?

Quantity of goods should be replaced with quality of life.

6 Choose and use

borrow [ ¢borəυ] means to take for a time and give back. It is often followed by 

         the word from.

lend [lend] means to give and take back. It is often followed by the word to.

1. Helen’s father _________ money from the bank.

2. The bank _________ a sum of money to Helen’s father.

3. The bank is requiring a business plan before _________ money to you.

4. He _________ himself to dishonesty in this business.

5. The affair ________ itself to many interpretations.

6. He has _________the idea from me.

7. He who likes to__________, dislikes to pay.

 

7 What synonyms for the following words do you know?

   businessperson________________________________________________

   vehicles______________________________________________________

   critical_______________________________________________________

   information___________________________________________________

   market_______________________________________________________

   target________________________________________________________

   labour _______________________________________________________

 

LESSON 2

1 Read the text

the evaluation of INDUSTRY 

 1. No company operates in a vacuum. Every business is a part of a larger overall industry. A business may intersect two or more industries. For instance, you may produce electronic devices utilized in new and used automobiles. Thus, you are part of three industries: electronics, new automobiles, and the automobile after-market. An industry consists of all industries supplying a similar product or service, other businesses closely related to that product or service, and supply and distribution systems supporting such companies.

2. Maturity. Industries don’t remain static. They may change dramatically over time. Generally, the life cycle of an industry (or the development stages) comprises four phases:

• new;
• expanding;
• stable;
• declining.

New industries provide excellent entrepreneurial opportunities. Smaller companies are well-suited to respond to rapid changes, and larger companies have not recognized the field’s opportunities. The market, however, is limited as customers are not yet comfortable with the product or service.

Expanding industries enjoy rapidly growing markets as customers begin to recognize the need for the product or service. Competition is brisk as well-funded companies *begin to enter the field.1 All companies are vulnerable at this stage, even those that looked stronger when the industry was new.

Stable industries have arrived at a plateau with markets leveled off at a reasonably high level. The rate of growth is slow, and customers maintain strong brand loyalty. It is relatively difficult to enter these industries.

Declining industries result from technological, demographic, and sociological changes, and from overwhelming foreign competition. Corporations leave the field or go bankrupt. The few major companies *fight to survive by stealing remaining customers from weakened competitors2. This last phase is not inevitable. Many long-standing, stable industries show no sign of decline.

3. Industries have distinct attributes in different stages of maturity. Even industries that seem closely related are *quite dissimilar based on development stage3 . For instance, the soft drink industry is relatively stable, and a few major companies dominate the field. Little room exists for newcomers, and it would be etremely expensive to try to compete. On the other hand, bottled waters are in a developing industry with lots of competition and variation.

4. Sensitivity to economic cycle. Some industries are heavily dependent on strong economies, either nationally or internationally, and it is crucial to understand how vulnerable your industry is to economic downturns. Construction, large consumer items (autos, furniture, etc.), and tourism all suffer substantially when the economy is in recession. Industries dependent on new business formation or business expansion, such as office and technical equipment, also suffer in poorer times.

5. Such industries as discount department stores and used car dealerships are countercyclical, doing relatively better in poor economies than in strong ones. And some industries, such as personal care products and low-cost entertainment, are relatively immune to economic cycles. If a business is located in a smaller community that is heavily dependent on one industry or one major employer, one should consider the effect of the economy on that industry or company and thus, one’s own business. Considering the economic conditions or cycles that affect business helps a businessperson anticipate and plan for difficult times.

6. Seasonality. For many industries, certain times of the year produce higher revenues than others. For example, toy companies are dependent on Christmas sales, while summer is the big season for bathing suit manufacturers. But many other industries also fluctuate throughout the year.

7. Most retail businesses and consumer products are affected by the Christmas season, which may account for one-third to one-half of all sales. This is what the practitioner, Charles Huggins, President of See’s Candie says:“Forty-seven to forty-eight percent of our volume occurs around Christmas. We keep historical records of our sales volume and timing, so we know what the sales pattern is likely to be, both in the stores and when mail order and quantity orders will be placed. If Christmas is on a Tuesday this year, we go back and look at the last time it fell on a Tuesday, to see sales volume by day of the week, so we’ll know what to expect the Friday before Christmas. We put together a ‘game plan’, a complete schedule, so *we can keep fresh product churning4.”

8. Spring is an important season for any wedding associated industry. Tourism-related businesses may depend heavily on the summer. And products and services that are nonessential may actually suffer during the Christmas season, as consumers reduce nongift expenses. When preparing your financial forms, it is imperative that you understand and account for the seasonal factors that have an impact on your income and expenses. Your product may be sold in December, but you may have to pay for raw materials in June.

 

2 Explanations to the text

1. ... to enter the field – осваивать поле деятельности.

2. …fight to survive by stealing remaining customers from weakened competitors

   – борются за выживание, переманивая оставшихся покупателей у ослабев-

   ших конкурентов.

3. ... quite dissimilar based on development stage – совершенно различны, если

   исходить из стадии развития

4. we can keep fresh product churning – мы всегда можем иметь свежий товар