III. Прочтите и письменно переведите текст.
Контрольная работа 1
Text 1
I. Прочтите и письменно переведите текст.
MARKETING
Marketing is the term given to all the different activities intended to make and attract a profitable demand for a product. This involves:
- identifying consumer needs and wants in order to develop the product.
- setting the price.
- deciding on the best place to sell the product.
- deciding on how best to promote the product.
These four factors are also called ‘The Four Ps’ or the marketing mix.
Some experts believe that promotion is the most important factor.
Mario Capelli, a marketing consultant, describes different methodsof promotion.
“Perhaps the most effectiveway to promote products is to advertise. There are several different advertising media that we can use, for example TV, radio, the press, the cinema and the Internet. There are other selling techniques as well.
One of them is personal sellingwhen sales representatives make regular sales visits to customers and potential customers.
Then there are sales promotions. These include special offers, (for example: ‘Ten percent reduction in price’), discounts,competitions and free gifts.
The next method is direct marketing. This includes all sales activities where consumers can buy the product immediately. An example is direct mail – where you send information to potential customers by post. We can also include TV and internet shopping in this category. Another method of promotion is public relations. This involves creating news and getting information about the company or its products in the press or on TV.
And finally, we have sponsorship. A company pays money to have its name linked to an event or a person such as a sports personality. The person wears clothing with the name of the company on it.
VOCABULARY
| 1. a term [ t:m] | термин |
| 2. to intend [ntend] | предназначать; намереваться |
| 3. to attract [trækt] | привлекать |
| 4. a profitable demand [ prftbl dm:nd] | прибыльный спрос |
| 5. to involve [nvlv] | включать в себя |
| 6. to identify [adentfa] | определять |
| 7. to set a price | устанавливать цену |
| 8. to promote a product [prmut prdkt] promotion [prmun] sales promotion [selz prmun] | продвигать продукт продвижение стимулирование сбыта, продвижение товара |
| 9. the marketing mix [m:kt mks] | комплекс маркетинга; маркетинг-микс |
| 10. a method [med] | метод |
| 11. effective [fektv] | эффективный |
| 12. advertising media [ædvtaz med] | рекламные носители |
| 13. public relations [pblk rlen] | общественные отношения |
| 14. potential [putenl] | потенциальный |
| 15. selling techniques [tekni:ks] | методы продажи |
| 16. personal selling [p:snl ] | личная продажа |
| 17. percent [psent] | процент |
| 18. a reduction in price [rdkn n pras] | снижение цены |
| 19. a discount ['dskaunt] | скидка |
| 20. direct marketing [drekt m:kt] | директ-маркетинг; прямой маркетинг |
| 21. direct mail [drekt mel] | прямая почтовая рассылка |
| 22. immediately [mi:dtl] | немедленно |
| 23. sponsorship | спонсирование |
| 24. to link smth to smth [lk] | связать что-то с чем-то |
| 25. an event [vent] | событие, мероприятие |
| 26. a sports personality [sp:t p:snælt] | выдающийся спортсмен |
ANSWER THE QUESTIONS
1. What is marketing?
2. What factors does the marketing mix include?
3. What methods of product promotion do companies use?
4. What is the most effective way to promote products?
5. What advertising media can you name?
6. Name a few selling techniques.
7. What activities does direct marketing include?
8. What is direct mail?
Text 2
II. Прочтите и письменно переведите текст.
EXPORT AND IMPORT
International trade is the exchangeof goods and services between different countries. Depending on what a country produces and needs, it can export (send goods to another country) and import (bring in goods from another country).
Governments can control international trade. The most common measures are tariffs(or duties) and quotas. A tariff is a taxon imported goods, and a quota is the maximum quantity of a product allowed into a country during a certain period of time. These measures are protectionist as they raise the price of imported goods to ‘protect’ domestically produced goods.
A country’s balance of trade is the difference between the values of its imports and exports. This includes visibleimports / exports (goods) and invisible imports / exports (services). If a country imports more than it exports, it has a trade deficit. If it exports more than it imports, it has a trade surplus.
Companies can choose from various methodsto enter a foreign market. One option is to start working with localexperts, who have a specialist knowledge of the market and sell on behalf of the company. This often leads to the company opening a local branch or sales office. Another option is to sell patents and licences for their products. They can start manufacturing in the export market by either setting up a local subsidiary or a joint venture with a local partner.
VOCABULARY
| 1.an exchange [kstend] an exchange of goods an exchange of views We had a frank exchange of views. to exchange smth We exchanged addresses and promised to write to one another. | обмен обмен товарами обмен мнениями У нас состоялся откровенный обмен мнениями. обменяться чем-л Мы обменялись адресами и обещали писать друг другу. |
| 2.to control smth [kntrul] Our company has always controlled its sales. | контролировать что-л Наша компания всегда контролировала свои продажи. |
| 3.depending on [dpend] Prices vary depending on the region. | в зависимости от Цены изменяются в зависимости от региона. |
| 4.a measure [me] This is a temporary measure. | мера Это временная мера. |
| 5.tariffs / duties [tærfs/ dju:tz] The government has raised tariffs on oil. | тариф Правительство подняло таможенные пошлины на нефть. |
| 6.a quantity [kwntt] | количество |
| 7.a quota [kwut] to introduce quotas on smth The government is planning to introduce quotas on sugar production. | квота ввести квоты на что-л Правительство планирует ввести квоты на производство сахара. |
| 8.a tax (on smth) [tæks] Taxes on petrol were raised after the election. | налог (на что-л) Налоги на бензин были подняты после выборов. |
| 9.to protect [prtekt] protectionism protectionist | защищать протекционизм протекционистский |
| 10.balance of trade | торговый баланс |
| 11.visible [vzbl] | видимый |
| 12.invisible [nvzbl] | невидимый |
| 13.trade deficit [defst] | внешнеторговый дефицит |
| 14.trade surplus [s:pls] | активный торговый баланс, профицит |
| 15.a method [med] | метод |
| 16.an option [pn] | опция, выбор |
| 17.an expert [eksp:t] | эксперт |
| 18.to have a specialist knowledge of smth | иметь специальные знания чего-л |
| 19.on behalf of [bh:f] The lawyer spoke on behalf of his client. | от имени Адвокат говорил от имени своего клиента. |
| 20.a local branch | местное отделение, филиал |
| 21.a patent for a product | патент на продукт |
| 22.a licence for a product | лицензия на продукт |
| 23.to manufacture [mænjufækt] manufacturing | производить, изготавливать производство (какого-л продукта) |
| 24.either….or [að] Students could choose either French or Spanish. | или….или; либо… либо Студенты могли выбрать либо французский, либо испанский. |
| 25.a subsidiary [sbsdjr] | дочерняя компания |
| 26.a joint venture [vent] A joint venture is formed for a limited period of time or a single project. | ссовместное предприятие Совместное предприятие создается на ограниченный период времени или для осуществления одного проекта. |
| 27.to export [k'spt] 28.exports [eksp:ts] | экспортировать экспорт (экспортируемые товары) |
| 29.to import [m'pt] imports [mp:ts] | импортировать импорт (импортируемые товары) |
ANSWER THE QUESTIONS
1. What is international trade?
2. What do exports and imports of goods depend on?
3. Who controls international trade?
4. What measures do governments use to control international trade?
5. What is a tariff?
6. What is a quota?
7. Why are tariffs and quotas called protectionist measures?
8. What is a country’s balance of trade?
9. When do we say that a country has a trade deficit?
10. When does a country have a trade surplus?
11. How can a company enter a foreign market?
12. Why does a company need to work with local experts when it wishes to enter a foreign market?
Text 3
III. Прочтите и письменно переведите текст.
PRESENTATION
Pamela Pickford trainsbusiness people to make presentations. Here’s what she says.
The key is preparation. So the first step is to find out who you’re going to be presentingto. You should find out how much theaudienceknow about the subject. Are they experts or do they know very little? Are you presenting to a group from the same or from different countries? And adjustyour language so that everybody can understand. If possible, visit the room where you’ll be giving the presentation beforehand and organize it precisely to your own requirements.You must feel comfortable in it.
So onceyou know who you are presenting to and where, you’re ready to start preparing what you’re going to say. So stage one is the opening – the first few moments that can make or break the presentation. Then stage two, a brief introduction about the subject of your talk. Stage three – the main body of the presentation. And four, the conclusion, which should include a summary of your talk and your recommendations. Finally, the question and answer session.
I suggest that people memorise the opening as if they were actors. Write down the opening, record it, listen to it, and practice it again and again. If it’s properly done, you’ll get the audience’s attention immediately, and you’ll feel confident during the rest of the presentation. After that, you can start using yournotes. So the first step is to write those notes. Write the whole presentation out just like an essay. Then select the key points. But read the full versionover and over again until it’s imprinted onyourmind. The next step is to buy some small white postcards and write no more than one or two of the key points on each one.
When talking, face the audience at all times. Finally, remember that what you say is as important as how you say it. A good presentation is very much a performance.
VOCABULARY
1. to present smth to smb [  ]
Tomorrow we are going to present our project to the committee.
a presentation [prezenten]
to make / give a presentation
Every salesman should know how to make a presentation.
| представлять что-л кому-л Завтра мы собираемся представить наш проект комитету. презентация делать презентацию Каждый продавец должен знать, как сделать презентацию. |
| 2. to prepare [prp] | Готовить |
| 3. preparation [prepren] | подготовка |
| 4. audience [:djns] The performance attracted a huge audience. | аудитория Спектакль привлек большую аудиторию. |
| 5. a subject [sb'ekt] Can we talk about a different subject please? | предмет, тема Не могли бы мы поговорить на другую тему? |
| 6. to adjust [dst] She adjusted the figures in her report. | приспосабливать, корректировать, поправлять Она скорректировала цифры в своем докладе. |
| 7. beforehand [bf:hænd] Prepare everything you’ll need beforehand. | заранее Приготовьте все, что вам потребуется, заранее. |
| 8. precisely [prsasl] | точно |
| 9. a requirement [rkwamnt] | требование |
| 10. once [wns] Once you get there, you’ll love it. | когда, если Когда вы туда попадете, вам там понравится. |
| 11. brief [bri:f] | краткий |
| 12. introduction [ntrdkn] | вступление, введение |
| 13. the body of smth [bd] He is not mentioned in the main body of the text. | основная часть чего-л Он не упомянут в основной части текста. |
| 14. a question and answer session | сессия вопросов и ответов |
| 15. to memorise [memraz] | запомнить, выучить наизусть |
| 16. to record [r'kd] | записать (на магнитофон) |
| 17. to practice smth You should practice your French every day. | упражняться в чем-л, тренироваться Вам следует упражняться во французском языке каждый день. |
| 18. properly [prpl] | должным образом |
| 19. to feel confident I was well prepared and felt confident in my history exam. | чувствовать себя уверенно Я был хорошо подготовлен и чувствовал себя уверенно на экзамене по истории. |
| 20. the rest of We spent the rest of the day watching TV. | остальное, оставшаяся часть Мы провели оставшуюся часть дня смотря телевизор. |
| 21. notes [nuts] | заметки, записи |
| 22. an essay ['ese] | эссе (сочинение) |
| 23. to select [slekt] | отбирать |
| 24. the key points | основные моменты |
| 25. to get imprinted on smth That sight got imprinted on my mind. | отпечататься на чем-л Эта картина отпечаталась в моей памяти. |
| 26. mind [mand] | память |
| 27. a version [v:n] | версия |
| 28. to face the audience When making a speech don’t forget to face the audience. | стоять лицом к публике Произнося речь, не забывайте стоять лицом к публике. |
| 29. to train smb | обучать кого-либо, тренировать |
ANSWER THE QUESTIONS
1. What should you find out before preparing a presentation?
2. How should you adjust your language to the audience?
3. Why do you need to visit the room where you’ll be giving a presentation?
4. What parts does a presentation usually consist of?
5. What is the most important part of a presentation? Why?
6. What is the last stage of a presentation?
7. How can you make your opening really good?
8. Do you need to prepare any notes?
9. When can you start using your notes?
10. What do you need postcards for?
11. What should you remember while talking?
12. Which is more important – what you say or how you say it?