10. Do a two-way translation of the following interview with Christine m., who holds an important post with a large market research firm:

Interviewer: Кто из представителей деловых кругов обращается к вам с просьбой провести исследование рынка?

Christine: Most of our work is done for manufacturers and companies that provide services such as airlines.

Interviewer: Каким образом вы получаете необходимую информацию?

Christine: It depends upon the kind of information we’re looking for. For example, we sometimes use the interview. We also conduct telephone polls. We research buying trends and patterns. And then there are some unusual methods.

Interviewer: Какие, например?

Christine: Well, market researches may collect trash from a group of consumers and analyze it to find out what kind of products they buy.

Interviewer: Всегда ли покупатели знают, что они являются объектом исследования?

Christine: No, they don’t. When people know they’re being tested they may be self-conscious.

Interviewer: Каким образом проводятся исследования подобного рода?

Christine: Well, suppose our clients want to find out how people select a brand of shampoo. We may set up a hidden movie camera in a supermarket, opposite the shampoo display. Later, we’ll study the film to note people’s expressions, how many of bottles were picked up before the final choice, things like that. Or suppose they want to find out how women buy bags or gloves. We may use a two-way mirror in a department store. Researcher will sit behind the mirror and make all kinds of notes.

Interviewer: Какого рода заметки?

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Christine: Do customers look at prices first or at styles? Do they read clearing instructions? How many bags or gloves do they try before making a decision?

Interviewer: Как вы считаете, если бы покупатели знали, что за ними наблюдают, не стали бы они возражать? Разве вы не шпионите за ними?

Christine: Not really. In a store, people know that clerks or guards may be watching them anyway. But I agree that this is a tricky subject.

11. Give English equivalents of the following phrases:

опрос общественного мнения по телефону; тенденции и образцы поведения среди покупателей; болтовня; проводить исследование; выбрать определенную марку какого-л. товара; кинокамера; витрина; окончательный выбор; двустороннее зеркало; инструкции по уходу за товаром; охрана

12. Translate into English:

А: Кто занимается изучением конъюнктуры рынка и маркетингом в вашей фирме?

К: Данные по конъюнктуре рынка дает нам один из наших отделов, а также специализированное консультативное агентство, которое проводит профессиональные исследования потенциала рынка по нашему запросу. Что касается маркетинга, то пока у нас этим вопросом всерьез не занимается никто.

А: Это очень плохо, так как всегда нужно знать, какой ассортимент товаров требуется в данный момент, чтобы скоординировать план производства и план продажи продукции.

К: Вы совершенно правы. Правильное проведение маркетинга позволило бы также более точно проводить политику цен и контроль за сбытом товара.

А: Несомненно, маркетинг является неотъемлемой частью успешного бизнеса. Вы ведь знаете, что в зарубежных компаниях имеются специальные отделы маркетинга во главе с менеджером?

К: Да, я познакомился с работой такого отдела когда был на стажировке в Ливерпуле. Насколько мне известно, основной задачей этого отдела является анализ факторов, содействующих сбыту товаров. Я считаю, что и в нашей фирме

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необходимо создать специальный отдел по маркетингу.

A: Вы совершенно правы. Отдел маркетинга сможет не только способствовать успешной продаже вашей продукции, но и контролировать необходимую реконструкцию предприятия, освоение новой продукции, а также организовать комплекс мероприятий по рекламированию продукции.

WRITING PRACTICE

Ordering Goods

At all stages of a transaction¹ a seller must prove a buyer that his aim is to serve his customer well. However, difficulties may arise at any time. There may be unexpected problems and misunderstandings. All this needs explanation, so to keep the customer in the right frame of mind², the supplier must be very careful and use suitable wordings³ of communication.

The buyer is more free in the choice of language, yet one should remember that "courtesy costs nothing" and a friendly attitude always helps to improve business relations.

The most essential things required in a letter of order are accuracy and clarity. Errors in figures regarding the quantity of goods or in methods of payment, delivery, transportation, packing and insurance may cause trouble that will make it impossible to conduct the right and regular business.

While ordering goods, a customer should include the following points in his letter:

• If it is a first order, it is necessary to give a brief reference to the source of information (an embassy, a consulate, a chamber of commerce, a trade fair, an advertisement or a catalogue, a visit by the supplier’s representative, previous correspondence).

• Details of the goods being ordered: quantity, quality, packing, specifications, etc.

• Terms of payment and delivery.

• Possible alternatives if the goods required are not available.

• In a closing sentence it is preferable to encourage the supplier to execute the order⁴ quickly and with care.

See below a sample of an export order.

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SCHEEPER & SON HARDWARE MERCHANTS 13 Breitenweg 28195 Bremen Germany Tel.: 0421-5058-312 Fax.: 0421-3031-15 13 September 19.. /DS The Sales Department Smallcrown Ltd., 23 Elder Road Liverpool England Dear Sirs, Thank you for your offer of 10 September, which we accept on the terms quoted5. As you know, your Mr R.Davis called on us a few days ago and left a range of samples6. We think your electronic components for model BN33 will find a market here and we are ready to order 3,500 components as a trial order7. Further we confirm: Prices: fcJ 50 per carton GIF Bremen. Packing: in cartons. Delivery: GIF Bremen-Warehouse. Payment: against documents, by banker’s draft8. As soon as we receive your confirmation and pro-forma invoice, we will arrange for settlement9 by banker’s transfer. Please note that delivery is required by 25 September . Yours faithfully, Dr Scheeper Import Manager

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After the order has been received the customer should acknowledge it at once. A usual form of a letter acknowledgement is a repetition of the order. This saves time and serves as a means of checking the accuracy of the description of the goods ordered. An example of such a letter is as follows:

Dear Mr Scheeper,

Thank you very much for your order of 13 September for 3,500 electronic components for model BN33.

The goods are in stock and we guarantee delivery to your Bremen warehouse well before 25 September. The date of dispatch¹⁰ will be advised additionally.

We are at your service at all times.

The most Unpleasant thing in such kind of correspondence is to advise about delays in dispatch or even inability to supply the goods ordered. The wordings in these so-called explanatory letters should be very careful, like these:

1. Much to our regret, a delay in the execution of your order will be unavoidable because... We regret this and can only hope that it won’t give much inconvenience to you.

2. We very much regret that we will be unable to execute your order before 27 May. Please accept our apologies for the inconvenience caused.

3. Production difficulties force us to decline your order for the time being¹¹. As soon as we are in position to supply these goods we will get in touch with you again.

4. We will be unable to accept any more orders for this item until further notice¹². Our difficulties are temporary and we will welcome your orders in the future.

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