Текст книги "Английский для экономистов (учебник английского языка)"

3. The Campbell Soup Company is the trade name of that firm.

4. In branding an organization uses a name, phrase, design, symbols, or combination of these.

5. A trademark identifies that a firm has legally registered its brand name or trade name

6. Other brand names cannot be spoken, such as the rainbow-coloured apple (the logotype or logo) that Apple Computer puts on its machines and in its ads.

7. A brand name is any word, “device” (design, sound, shape, or colour), or combinations of these used to distinguish a seller’s goods or services.

8. A trade name is a commercial, legal name under which a company does business.

9. It helps to identify its products and distinguish them from those of competitors.

10. So the firm has an exclusive use, thereby preventing others from using it.

What title would you give to the text?

Ex. 12. Fill in the gaps with the missing words.

Category, research, marketer, services, process, utility, exchange, profit, information, cycle, concept, marketing, advertising, goods, advertiser, extension, effectiveness

Marketing is the … companies use to make a … by satisfying their customers' needs for products. A more complicated … at the core of marketing is the perceived equal-value …, which implies three phases in the marketing-exchange … : finding out who customers are and what they want; interpreting this … for management in order to shape products; and devising strategies to inform customers about the product's … and to make it available to them. Advertising is concerned with the third step in the … process. It is one of several tools that … can use to inform, persuade, and remind groups of customers, or markets, about their … and … . Its … depends on the communication skill of the … person. It is also effective only to the extent that other marketing activities, such as market …, are correctly implemented.

There are three … of participants in the marketing process: customers, markets, and marketers. To reach customers and markets, … use the marketing communication process, which is an … of the human communication process.

Ex. 13. Join the halves.

A.

1. In the past, each of the countries of the European Union

2. These differences made it difficult and expensive

3. Now, these countries are abandoning old political

4. It helps to reduce taxes and other barriers

5. This unification has eliminated over 300

6. Trucks loaded with products spill

7. The increased efficiency is reducing costs and

8. These changes make Europe that largest unified market

9. By the year 2010 the EU may expand to include at

10. These changes have dramatically altered opportunities available to marketing

11. The international competition fostered by the unification of Europe has also provided

B.

1. across the European continent and Britain.

2. creating millions of new jobs.

3. impetus for the US, Mexico, and Canada to develop more cooperative trade agreements.

4. managers both in Europe and in other parts of the world.

5. had its own trade rules and regulations.

6. to move products from one country to the others.

7. squabbles and nationalistic prejudices in favour of cooperative efforts.

8. separate barriers to inter – European trade.

9. commonly applied at national boundaries.

10. least 25 countries and 450 million people.

11. in the world, and more changes are coming.

Read the sentences once again. Do you see that you have written the text? What is it about? What title would you offer?

Ex. 14. Make up the sentences. Put them down into your notebook. The beginning of each sentence is given to you.

Marketing, practices, inappropriate, sometimes, actions, that, produce consumers, find. If, become, upset, actions, enough, specific, with, consumers, sufficiently, they, action, demand, will, regulatory, local, at, or, level, federal, the, state. A social, sellers, movement, with, of, the, that, purpose, to, of, relative, enhancing, buyers, the, of, power, consumerism, termed, is.

Such, products, movements, or, generally, boycotts, produce, firms, some, of. A common,  activities, objective, marketing, of, the, is, consumerism, regulation, of. The current, 1960s, began, consumerism, early, the, in. The consumenrism, group, is, a, movemrnt, political,well-organized, not. Rather, consumers, refers, state-of-mind, more, many, a, to, in.

Ex. 15. Give Russian equivalents to the following.

Encounter difficulties; to do international marketing; exploit a better business opportunity; with little room for growth; demand may shift t a newer product; to return to other markets; the dimensions being evaluated; offer investment incentives; to compete fairly in the domestic markets; protect themselves against; duties are imposed; quotas are revised; a means of entry; the option chosen; domestically produced goods; do not require intermediaries; contract for a large volume of purchases; under licensing; the right to a trademark; in return for a loyalty or a fee; capital-free entry; the product manufactured locally; the advantages are twofold; dumping prices; bribery; reduce red tape.

Ex. 16. Render the following into English.

1. Marketing – процесс выяснения и удовлетворения потребностей.

2. Buyer’s behaviour – процесс принятия покупателем решения о том, какой продукт покупать и у кого. Процесс состоит из пяти последовательных этапов: осознание проблемы, поиск информации, оценка информации, решение о покупке, оценка после покупки.

3. Market segmentation – процесс разделения рынка на субрынки, каждый из которых образован группой потребителей в чем-то похожих друг на друга, например, уровнем образования, возрастом.

4. Marketing mix – маркетинговый комплекс, состоящий из продукта, системы его распространения, рекламы и цены, который фирма использует для обслуживания потребителей на его целевом рынке.

5. Target market – особая группа потребителей, чьи потребности собирается удовлетворять предприятие.

6. Branding – использование дизайна, символа, имени или их комплекса для идентификации продукта, что дает производителю ряд преимуществ.

7. Consumer goods – товары, покупаемые для непосредственного удовлетворения потребностей покупателя.

8. Distribution channel – цепь фирм, которые участвуют в покупке и продаже товаров по мере их продвижения от производителя к пользователю.

9. Durable goods – товары, срок потребления которых превышает один год.

10. Positioning – процесс подгонки имиджа товара потребностям его целевого рынка.

11. Product life cycle – период, в течение которого продукт последовательно проходит через стадии зарождения, роста, зрелости и упадка.

12. Publicity – общественное мнение о компании или ее продукте.

13. Trademark – символ или наименование сорта, которые защищены законодательно.

Ex. 17. Give the English equivalents to the following.

Нет необходимости в маркетинге; больше, чем он потребляет; ссылки на такие темы, как деньги, кредит, богатство; эра производства; эра продаж; эра маркетинга; излишки обмениваются на; удовлетворять потребности; конечный потребитель; покупать для собственного пользования; нечто, имеющее ценность; незанятые производственные мощности; возросшие продажи и прибыли; из-за высоких налогов; отношение правительства к зарубежным рынкам; прямой экспорт; принимающая страна.

Ex. 18. Translate into English.

1. Маркетинг тесно связан с такими социальными науками, как экономика, социология, психология. 2. Маркетинг изучает людей в социальном контексте. 3. Маркетинг – это система научных и практических взглядов, направленных на изучение и управление рыночными отношениями. 4. Цель маркетинга – определить нужды т потребности своих будущих потребителей. 5. Четыре основных управляемых фактора маркетинга – это товары, цена, размещение и продвижение. 6. Потребитель не может отделить услугу от ее поставщика. 7. Внешние рынки могут предоставить больше возможностей для роста компании. 8. Одна из сложностей – это оценка политических и правовых условий в стране. 9. Каждая страна Европейского Союза имела свои торговые правила и положения. 10. Объединение устранило свыше 300 отдельных торговых барьеров. 11. Международный маркетинг – это маркетинг товаров и услуг за пределами страны, где находится организация. 12. Специалисты по международному маркетингу должны учитывать культурную среду каждого рынка.

SPEAK AND WRITE

1. “Marketing concept is a consumer-oriented, integral, profit-oriented philosophy of business”. Explain, in your own words, this statement and its implications.

2. “Marketing managers can either view social change as a threat and be hurt, or they can view it as an opportunity and benefit.” Which part of the statement do you support? Why?

3. What is the role of cultural factors in domestic marketing? Give your examples.

4. Explain, in your own words, what each element of the four Ps involves.

5. Will the elimination of trade barriers between countries in Europe eliminate the need to consider submarkets of European consumers? Why and why not?

6. Four Ps, three Cs, four Is. What do they stand for?

7. What do you remember about the Maslow’s hierarchy of needs? (refer to the Unit Management ). Explain once again what is meant by the hierarchy of needs and provide some examples of any product or service that satisfy each of the levels of the hierarchy.

8. What options of entering into the international market do you know? What are advantages and disadvantages of each of them?

9. “In a free competitive economy, the consumer is king.” What does it mean?

10. Compare your need structure with your perception of each of your parent’s.

11. “The producer, not the consumer is king. After all, the producer is the one who advertises. Therefore, the producer is the one who creates wants and thereby influences what consumers will purchase.” True or false? Explain.

13. Comment on the following: “The last stage of fitting the product to the market is fitting the market to the product”.

14. Think of a company that you buy products from regularly. What does it do to keep you as a customer?

14. Summarize the information of the Unit to be ready to speak on Marketing. The first step to be done is to write the plan of your future report.

15. Choose any question (problem, topic) relating to Marketing and make a 10 minute report in class. Refer to different additional sources to make your report interesting, instructive and informative.

UNIT 5
ADVERTISING

The success of any business depends upon its ability to attract customers willing and able to make monetary exchanges for products and services. To do this, a business must find, understand, and communicate with potential customers where they live, work, and play.

Your vocabulary

Advertising

– communication intended both to inform and persuade.

Ad

– an informal word meaning an advertisement

Advert

– the same as ad

Advertisement

– an announcement in mass media about a product, event, job vacancy, etc.

Advertiser

– a person or company that pays for a product or service to beadvertised

Adman

– a person whose profession is advertising

Commercial

– an advertisement on television or radio

Advertising campaign

– a planned series of advertisement intended to advertise a productor service

Ex. 1. Study the following synonyms to the word advertise. What are their Russian equivalents?

Promote – to make sure that people know about a new product or service by arranging special events.

Hype up – an informal word meaning to try to make people think that something is much better than it really is.

Plug (give smth a plug) – informal word meaning to try to make people interested in your product or service, for example by mentioning it in a TV or radio conversation when you are supposed to be talking about something else.

Push – an informal word meaning to advertise a new product very heavily, with a lot of advertisements.

Translate the following sentences. Pay attention to the words in italics.

1. You must have seen those computer games – they have been heavily advertised on TV and all the Sunday papers.

2. To promote their new brand of shampoo, they are selling it at half price for a month.

3. In order to market a product well you need to be aware of public demand.

4. Like most Hollywood movies it was so hyped up that when I saw it I felt rather disappointed.

5.The author used the opportunity of appearing on TV to give his latest book a plug.

6. Revlon is really pushing its new range of beauty creams.

7. At this time of year, the papers are full of advertisement for skiing holidays.

8. BMW is running an aggressive campaign to publicize its 2001 models.

Ex. 2. Can you think of the synonyms to the following words? Consult a good dictionary, if necessary. In what do these synonyms differ? Exemplify your understanding with your own sentences.

Merchant, goods, launch, edifice, sponsor, announcement, commerce, commercials, eye – catching, proponent, face-to-face, consumer, customarily, channel.

Ex. 3. How many antonyms to the following words can you put down? Compare your list with that of your partner. Ask each other questions using the words from your lists of antonyms.

Primitive, hire, announce, accuse of, build, develop, promote, proponent, spiritual.

Ex. 4. Like any other sphere of business, advertising means tough competition first of all. The following words will help you in the situation when you are to describe this toughness.

Compete, vie, be in competition with, fight, contest, pit oneself against, competitor, rival, battle, straight fight, rivalry, competition, competitive, cut-throat, dog-eat-dog, rat race.

Now try to define the right sentence for the words above. Change their forms if necessary. Some words can be used twice.

1. This computer firm is strong enough … on equal terms at home and abroad.

2. Advanced technology and low wage costs are helping the Taiwanese firms … internationally.

3. His restaurant is now so good that it … … … some of the best in London.

4. If you want the job, you’ll have … for it.

5. The two major tabloid newspapers … with each other for the best stories.

6. In a desperate bid to dominate the market, they had … … … the giants of the computer industry.

7. The leadership election will be … by four candidates.

8. …for these jobs is very tough – we have over 200 applicants for just six posts.

9. These acting awards are … in an atmosphere of intense rivalry.

10. In such a fiercely … environment, it’s inevitable that some companies will go out of business.

11. Their company was our main … for that share of the market.

12. There is … competition between drug companies these days.

13. There was a long … for control of the publishing company.

14. Advertising is a … business.

15. The stress of the … … is a major cause of health problems.

16. With only two candidates left, it will be a … … between them for the post.

17. This information is secret, which could be of great value to our … .

Ex. 5. Read the text. One and the same word has been omitted. What is this word?

… has been called mass or nonpersonal selling. … is used to inform, persuade, and remind customers about particular products and services. And in some cases – like mail order – … even closes the sale.

Some products lend themselves to … more than others. Typically, certain factors are particularly important for … success, such as:

– High primary demand trend for the product.

– Chance for significant product differentiation.

– High relative importance to the consumer of a product's hidden qualities (as opposed to external qualities).

– The opportunity to use strong emotional appeals.

Where these conditions exist, as in the cosmetics industry, large … expenditures are favored, and the ratio of … to sales dollars is often quite high. For completely undifferentiated products, such as sugar, salt and other raw materials or commodities, the importance of … is usually minimal, and price is usually the primary influence.

 The answer is .………. ! Look through the text once again and answer one more question: “Why are these very factors particularly important for success?”

Ex. 6. Open the brackets.

It's difficult (to sell) anything when the whole world (to seem) your potential market. That is where segmentation (to come) into the picture.

The marketing concept (to hold) that any organization (to exist) (to gratify) the needs and desires of those consumers it (to be) best in the position (to serve). Segmentation (to involve) selecting those groups of consumers who would probably (to be) most receptive to the market item in question. Market segmentation (to) the key to all advertising decisions. Advertisers (to use) market segmentation (to determine) positioning strategy, media strategy, and creative strategy.

How the elusive consumer scientifically (to pinpoint)? Methods of consumer targeting (to include) an exploration of sociocultural influences on consumer behavior. Advertisers may (to examine) the influence of groups, social class, and familial ties on consumers. Advertisers (to be concerned) also with individual influences on consumer behavior. They (to be interested in) the psychological concepts of learning, perception, motivation, personality, and attitudes and attitude change.

Still another way (to study) a target market (to be) through an examination of the decision process. This process (to begin) with need recognition and (to go) on to search, brand comprehension and evaluation. Choice (to be) the outcome.

Of course, not all advertisers (to have) the financial resources (to conduct) their own detailed research programs. They can (to carry out) small-scale surveys by mail, over the phone, or by direct interview. The library, too, can (to be) a valuable source of consumer behavior data, as can professional research outfits equipped (to cope with) problems that (to be) beyond the abilities of the low-budget advertiser.

 Read the text once again and explain the meanings of the words and phrases which have been highlighted.

Ex. 7. Study the following word-combinations. What are their Russian equivalents?

all or nothing, back against the wall, to cope with, to cut one’s losses, in the last resort, a long shot, make or break, on the blink, to save the situation, a snap decision, to save the day, to save (or lose) face, the tip of the iceberg, without fail.

Translate the sentences into Russian.

1. This company has an all-or nothing policy with its smaller suppliers.

2. The new product was so successful that production was barely able to cope with demand.

3. This product has almost outlived its lifespan – we should cut losses and take it off the market at once.

4. We have failed, but our back’s not against the wall yet. We have to think over our plan again.

5. If the advertising manager’s poor performance continues, then in the last resort the company will have to remove him and replace him with someone else.

6. The research and development department have come up with a new idea. They say it’s a long shot, but worth trying. We have to decide whether it’s worth risking the money.

7. Be very careful how you treat the chairman’s wife, she has a great influence over her husband. In effect, she can make or break a young executive like you.

8. No, I didn’t get the message; our lines of communication must be on the blink.

9. So, you want us to help your company out of its difficulties by lending you money, but you’re not prepared to give us a stake. Putting it differently, you expect us to save the day for you and get nothing in return.

10. Declining product quality and poor after-sale service, have resulted in the company losing a good deal of face with its customers.

11. The risks involved in this project have been clear from the outset – we simply cannot make snap decisions, everything has to be calculated.

12. The recent financial scandal on the stock market stands to be just the tip of the iceberg.

13. We can accept your offer, on condition that you can guarantee even-day delivery without fail.

Ex. 8. Translate into Russian in written form.

Advertising is defined as the nonpersonal communication of information usually paid for and usually persuasive in nature, about products, services, or ideas by identified sponsors through various media.

Advertising may be classified bytarget audience (consumer, industrial), by geography (local, international), by medium (radio, newspaper, television), or by its function or purpose (prod–uct advertising, noncommercial advertising, action advertising).

Advertising began in ancient times when most people could not read or write. As manufacturing and communication technol–ogies developed, so did advertising. Printing was the first major technology to affect it, and cable television and computers are the most recent. Since World War II, advertisers have attempted to differentiate products through positioning strategies and other techniques.

As a marketing tool, advertising serves several functions:

– To identify and differentiate products.

– To communicate information about the product.

– To induce the trial of new products by new users and to suggest repurchasing by existing users.

– To stimulate a product's distribution.

– To increase product use.

– To build brand preference and loyalty.

– To lower the overall cost of sales.

LET’S READ AND TALK

TEXT 1

Before we start reading, let’s recollect some historic events and names. What do you know about the Babylonians, the Barbarians, the Dark Age, the Roman Empire?

ADVERTISING IN EARLY WESTERN HISTORY

As long as there have been concepts or goods for popular consumption, some form of advertising has existed to make them known. Primitive selling was face-to-face affair, but by 3000 b.c. Babylonian merchants were hiring barkers to shout out their goods to passers-by, and hanging signs over their doorways to represent what they sold. The Babylonians really launched advertising. Some prepared «institutional» advertising campaigns for their kings – stenciling the bricks used to build temples with letters announcing the name of the temple and the king who built it. This practice was followed by at least one Egyptian king, who has been accused of plastering his name over every worthwhile edifice in sight, whether built by him or not.

Written advertising as we recognize it today did not appear until the Romans began spreading literacy around the known world. In Roman times, announcements on town walls spread messages such as this one uncovered in the ruins of Pompeii:

The Troop of Gladiators of the Aedil will fight on the 31st of May. There will be fights with wild animals and an Awning to keep off the sun.

When the Barbarian hordes overran the Roman Empire in the fifth century, the Western world was plunged into the Dark Ages – a period when not just advertising but commerce in general was lost. Eventually, law and order returned, and not long after, so did advertising. Merchants hired town criers to interject «commercials» for their goods amid the news of wars and executions. And, in England, inn owners and tavern-keepers raised sign-making to a fine art, vying with one another to create the most eye-catching graphics.

By the end of the fifteenth century, tack-up want ads were regularly produced by scribes to be hung in public places. These were followed by «shopbills,» artfully decorated business cards for tradespeople. Then, in 1625, two Englishmen printed the first «newsbook» that contained an ad – The Weekly News. A flurry of newsbooks, all with advertising, followed.

In America, early advertising efforts appeared when colonial merchants carried on the European tradition of symbolic tavern signs, like the early sign of the Crowing Cock known to Dutch settlers of Manhattan (There is, in fact, still a Crowing Cock tavern sign hanging in midtown Manhattan). Vehicles for print advertising also developed early: journalists ran off the first printing job on the Cambridge Press in Boston (still operating as The Harvard University Press), and in 1728 Benjamin Franklin established the Philadelphia Gazette, a newspaper that became a favorite of advertisers for plain writing and elegant typography. As commerce and newspapers grew up in America, so did advertising. By 1784, the Pennsylvania weekly called the Packet and General Advertiser had become semi-weekly, then daily, featuring an entire front page of advertising for dry goods, foods, wines, and other popular items.

1. What can you say about the Babylonians’ contribution to advertising?

2. When did the written advertising appear?

3. In what forms did ads exist in the 15-17 centuries in England?

4. What is the history of the American advertising development?

5. What do you thing the ”tack-up want ads” can mean?

TEXT 2

ADVERTISING

Advertising is the nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media.

Let’s take this definition apart and analyze its components. Advertising is directed to groups of people, rather than to individuals, and is therefore nonpersonal. The groups, for example, might be teenagers who enjoy rock music or older adults who attend cultural events. In either case, advertising to these groups is not personal or face-to-face communication.

Direct-mail advertising often attempts to personalize the message by in–serting the receiver's name one or more times in the letter. But direct mail is still nonpersonal; a computer inserted the name. And the signature on the direct-mail advertisement is produced electronically.

Most advertising is paid for by sponsors. General Motors, Kmart, Coca-Cola, and the local supermarket pay money to the media to carry the adver–tisements we read, hear, and see. But some ads are not paid for by their sponsors. The American Red Cross, United Way, and the American Cancer Society are only three of hundreds of organizations whose messages are customarily presented by the media at no charge as a public service.

Most advertising is intended to be persuasive – to win converts to a good, service, or idea. A company usually sponsors advertising to convince people its product will benefit them. Some ads, though, such as legal announce–ments, are intended merely to inform, not to persuade.

In addition to promoting tangible goods such as suits, soap, and soft drinks, advertising also helps sell the intangible services of bankers, beauti–cians, and bike repair shops. And increasingly, advertising is used to sell a wide variety of ideas – economic, political, religious, and social. It's impor–tant to note here that, for the sake of simplicity, in this text the term product refers to both goods and services.

For a message to be considered an advertisement, the sponsor must be identified. This seems obvious: Naturally, the sponsor usually wants to be identified – or else why pay to advertise? But a distinguishing characteristic between advertising and public relations is that certain public relations activities like publicity are normally not openly sponsored.

Advertising reaches us through various channels of communication re–ferred to as the media. In addition to the traditional mass media – radio, television, newspapers, magazines, and billboards – advertising also uses direct mail, shopping carts, and videocassettes.

1. Sum up the text in 10 sentences and present your summary in class.

TEXT 3

DOES ADVERTISING MAKE US TOO MATERIALISTIC?

Some critics claim advertising adversely affects our value system by suggest–ing that the means to a happier life is in the acquisition of more material things instead of spiritual or intellectual enlightenment. Advertising, they say, encourages people to buy more automobiles, more clothing, and more appliances than they need – all with the promise of greater status, greater social acceptance, and greater sex appeal. For example, critics point out that millions of Americans own 20 or more pairs of shoes, several TV sets, and often more than one vehicle. But these critics fail to realize that they often tend to force their own values on others.

Frankly, we all have needs and desires beyond the basics of food, clothing, and shelter. One benefit of a free society is that we can choose the degree to which we wish to indulge our desires, needs, and fantasies. Some people prefer a simple life without an elegant house, fancy cars, and trips abroad. Others enjoy the material pleasures of a modern, technological society. There are advertising sponsors at both ends of that spectrum. Food companies offer natural products as well as convenience packaged goods. Shoe companies offer simple sandals as well as formal footwear.

Proponents of advertising also point out that material comfort or security is necessary before a person can devote time to higher cultural and spiritual values. Therefore, the stress on material things doesn't rule out spiritual and cultural values. In fact, it may create a greater opportunity for attaining such values, since the satisfaction of a person's higher desires is more likely when that person's lower, more basic desires have been met.² Proponents also point out that, through its support of the media, advertising has brought literature, opera, drama, and symphonies to millions who otherwise might never have experienced them.

An off-heard criticism is that advertising forces people to buy things they don't need by playing on their emotions. Some critics believe advertising's persuasive techniques are so powerful that consumers are helpless to defend themselves. Those who accuse advertising of manipulating consumers – assuming that people can’t resist advertising’s hypnotic messages – have little respect for their decision-making abilities or common sense. Another aspect of the manipulation argument is that advertising creates artificial needs.

Read the title of the text once again. What is your answer to this question?

TEXT 4

Have you ever thought about ‘ children and advertising’? Is it a problem? What is your attitude to this problem?

COMMERCIALS AIMED AT KIDS

Many people argue whether young children (under 10-12) should be the targets of advertising appeals at all, and whether some pro–ducts (like sugary cereals) present sufficient health hazards to kids that they should also be banished from the airwaves. Some people argue that basically, any advertising to a 6-year-old is unfair and deceptive because the child is too young to understand it. Little children don't have the natural defenses some adults have. And when it comes to television advertising, they really don't understand the selling intention of the advertiser.