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- •Предисловие
- •1. Read and translate the text "Definition of Management".
- •Vocabulary on the text .
- •18. Read the following information and answer the questions.
- •Is Mary a manager?
- •12. Complete the following sentences using the information from the text. Translate the sentences into Russian.
- •13. Answer the following questions on the text.
- •14. Agree or disagree to the following. Correct wrong statements.
- •15. Arrange the sentences according to the text.
- •16. Formulate the theme of each paragraph and make up a plan of the text.
- •17. Say what you have learnt about management.
- •1. Read and translate the text "Management".
- •Vocabulary on the text.
- •2. Give Russian equivalents.
- •3. Give English equivalents.
- •7. Insert prepositions where necessary.
- •8. In the text find sentences with the infinitives and define their functions.
- •9. Translate the sentences into Russian. Mind infinitives and their functions.
- •10. Find in the text the words which describe or mean the following.
- •11. In the text find definitions of:
- •12. Answer the following questions on the text.
- •13. Agree or disagree to the following. Correct wrong statements.
- •14. Arrange the sentences according to the text.
- •15. Formulate the theme of each paragraph and make up a plan of the text.
- •17. Translate into English.
- •1. Read and translate the text "Early Management Thought". Text c. Early Management Thought
- •2. Give Russian equivalents.
- •3. Give English equivalents.
- •11. Say what you have learnt about the first application of management techniques.
- •12. Summarize the information of texts a, b, and c and speak on management using the plan:
- •1. Read and translate the text "Foundation of Modern Management".
- •2. Answer the questions.
- •3. Study the scheme and speak on the emergence of modern management thought.
- •1. Read and translate the text “Scientific management”. Text b. Scientific Management
- •Vocabulary on the text.
- •2. Give English equivalents.
- •3. Give Russian equivalents.
- •8 Find in the text the words which describe or mean the following.
- •9. Complete the sentences according to the text.
- •10. Answer the questions on the text.
- •11. Agree or disagree to the following. Correct wrong statements.
- •12. Arrange the sentences according to the text.
- •13. Formulate the theme of each paragraph and make up a plan of the text.
- •14. Say what you have learnt about
- •1. Read and translate the text “Administrative Management”. Text c. Administrative Management.
- •2. Give English equivalents.
- •3. Give Russian equivalents.
- •7. Complete the sentences by translating the words and word combinations in brackets. Mind the tense forms of the verbs.
- •8. Insert prepositions.
- •9. In the text find the words which describe or mean the following.
- •10. Answer the questions on the text.
- •11. Agree or disagree to the following. Correct wrong statements.
- •12. Arrange the sentences according to the text.
- •13. Formulate the theme of each paragraph and make up a plan of the text.
- •14. Say what you have learnt about the representatives of administrative management and the Fayol’s achievements in this sphere.
- •1. Read and translate the text “Human Behavior”. Text d. Human Behavior
- •Vocabulary on the text.
- •2. Give Russian equivalents.
- •3. Give English equivalents.
- •7. Insert prepositions.
- •8. Find in the text the words which describe or mean the following.
- •9. Answer the following questions on the text.
- •10. Agree or disagree to the following. Correct wrong statements.
- •Unit 3. Management as a Matter of Fact.
- •Text a. Management as an Art, a Science and a Profession.
- •Vocabulary on the text.
- •2. Give Russian equivalents.
- •3. Give English equivalents.
- •7. Paraphrase the sentences.
- •8. Insert prepositions.
- •9. Translate the sentences paying attention to the participles. State their form and the function.
- •10. Find in the text the words which describe or mean the following.
- •11. Answer the questions on the text.
- •12. Agree or disagree to the following. Correct wrong statements.
- •13. Arrange the following sentences according to the text.
- •15. Formulate the theme of each paragraph and make up a plan of the text.
- •16. Say what you have learnt about. Use ex. 14.
- •1. Read and translate the text "Areas of Management."
- •Areas of Management
- •Vocabulary on the text.
- •2. Give Russian equivalents.
- •3. Give English equivalents.
- •7. A) Insert prepositions. Horizontal Dimension: Responsibility Areas
- •The Management Hierarchy.
- •9. Find in text b the words which describe or mean the following.
- •10. In text b find definitions of:
- •11. Answer the questions on the text.
- •12. Agree or disagree to the following. Correct wrong statements.
- •13. Arrange the sentences according to the text.
- •14. Formulate the theme of each paragraph and make up a plan of the text.
- •15. Say what you have learnt about:
- •16. Translate into English.
- •1. Read and translate the text "Management Functions".
- •Text a. Management Functions
- •Vocabulary on the text.
- •2. In the text find the derivatives of the given words.
- •13. In the text find the definitions to the following terms.
- •14. Answer the following questions on the text.
- •10. Find in the text the words which describe or mean the following.
- •11. Match the term on the left with its definition on the right.
- •12. A)Fill in the blanks with the most appropriate words given below.
- •15. Agree or disagree to the following. Correct wrong statements.
- •16. Determine which of the management functions is demonstrated by each sentence.
- •17. Arrange the sentences according to the text.
- •18. Complete the schemes according to the text.
- •19. Formulate the theme of each paragraph and make up a plan of the text.
- •20. Using the scheme of ex. 18 and the plan say what you have learnt about
- •Organizing and staffing the structure.
- •21. What would make a good manager?
- •1. Read and translate the text “Types of Managers” Text b. Types of Managers
- •Vocabulary on the text.
- •Give English equivalents.
- •Give Russian equivalents.
- •5. Match the words having the opposite meaning.
- •7. A) Insert prepositions.
- •8. Fill in the blanks with a word or word combination from the text.
- •9. Find in the text the words which describe or mean the following.
- •10. Read the text and formulate definitions of:
- •11. Answer the questions on the text.
- •12. Agree or disagree to the following. Correct wrong statements.
- •13. Arrange the sentences according to the text.
- •14. Formulate the theme of each paragraph and make up a plan of the text.
- •15. Say what you have learnt about the types of managers.
- •1. Read and translate the text “Management Skills.” Text c. Management Skills
- •Vocabulary on the text.
- •2. Give English equivalents.
- •3. Give Russian equivalents.
- •7. A) Insert prepositions.
- •8. Find in the text the words which describe or mean the following.
- •9. Read the text and formulate definitions of:
- •10. Answer the following questions on the text.
- •11. Agree or disagree to the following. Correct wrong statements.
- •12. Arrange the sentences according to the text.
- •13. Formulate the theme of each paragraph and make up a plan of the text.
- •14. Say what you have learnt about the management skills at different levels of the hierarchy.
- •15. Summarize the information of texts a, b, and c and speak on management functions, skills and hierarchy. Test yourself. Management
- •1. Read and translate the text "Marketing".
- •Vocabulary on the text.
- •2. Give English equivalents.
- •3. Give Russian equivalents.
- •7. Insert prepositions.
- •8. In the text find the sentences containing a) Participle II and the Infinitive. Define their functions. B) Modal Verbs and their equivalents.
- •9. A) Translate the following sentences into Russian. B) Define the meaning and the role of the word ‘unless’ in the sentences.
- •10. Match the words in the box with their definitions given below.
- •11. A) From the text write out the definitions of:
- •12. Answer the following questions.
- •13. Agree or disagree. Correct wrong statements.
- •14. Arrange the sentences according to the text.
- •15. Formulate the theme of each paragraph and make up a plan of the text.
- •16. Say what you have learnt about marketing from text a and ex.7(b), p. 71.
- •1. Read and translate the text "The Evolving Discipline of Marketing ". Text b. The Evolving Discipline of Marketing
- •7. Choose the necessary word from the box and complete the sentences given below.
- •8. Insert prepositions.
- •9. A) From the text write out the sentences with the Passive Voice. Translate them into Russian. B) Make them Active.
- •10. Read the sentences and translate them into Russian. Mind the Passive Voice.
- •11. Make the sentences Passive.
- •12. In the text find the words which describe or mean the following.
- •13. In the text find definitions of:
- •14. Answer the following questions.
- •15. Agree or disagree. Correct wrong statements.
- •16. Arrange the sentences according to the text.
- •1. Read and translate the text “The Higher Purpose of Marketing”. Text c. The Higher Purpose of Marketing
- •Vocabulary on the text.
- •2. Give Russian equivalents.
- •3. Give English equivalents.
- •7. Insert prepositions.
- •8. Choose the correct alternative.
- •9. In the text find the words which describe or mean the following:
- •10. Answer the following questions.
- •11. Agree or disagree. Correct wrong statements.
- •12. Arrange the sentences according to the text.
- •Unit 2. The Marketing Concept
- •Text a. The Marketing Concept
- •Vocabulary on the text.
- •2. Give Russian equivalents:
- •3. Give the English equivalents:
- •7. Insert prepositions.
- •8. From the text write out different Degrees of Comparison of Adjectives or Adverbs. Translate them into Russian.
- •9. In the text find the words which describe or mean the following:
- •10. In the text find definitions of:
- •11. Answer the questions.
- •12. Agree or disagree. Correct wrong statements.
- •13. Complete the sentences:
- •14. Arrange the sentences according to the text.
- •15. Translate into English:
- •16. Speak on the following:
- •1. Read and translate the text “Marketing Concept in Practice” Text b. Marketing Concept in Practice.
- •Vocabulary on the text.
- •2. Give English equivalents.
- •3. Give Russian equivalents.
- •7. Insert prepositions.
- •8. In the text find definitions of:
- •9. From the text write out:
- •10. Answer the following questions.
- •11. Agree or disagree. Correct wrong statements.
- •12. Arrange the sentences according to the text.
- •Complete the scheme according to the text.
- •14. Say what you have learnt about a) McDonald’s as one of the enterprises using marketing concept; b) the difference between marketing concept and selling concept.
- •1. Read and translate the text “Marketing Information and Marketing Research”.
- •Marketing Information and Marketing Research
- •Vocabulary on the text.
- •2. Give Russian equivalents.
- •3. Give English equivalents.
- •7. A) Insert prepositions. Strategic Market Planning
- •8. In the text find the words which describe or mean the following.
- •9. In the text find definitions of:
- •10. Answer the following questions.
- •11. Agree or disagree. Correct wrong statements.
- •12. Arrange the sentences according to the text.
- •13. Formulate the theme of each paragraph and make up a plan of the text.
- •14. Study the following scheme and using it and a plan speak about marketing information and marketing research. Marketing Information
- •Internal sources external sources six steps:
- •16. Summarize the information of texts a, b, and c and speak on implementation of marketing concept and the ways of getting marketing information. Unit 3. The Marketing Process
- •Read and translate the text "The Marketing Process. Strategic Marketing Analysis" Text a. The Marketing Process. Strategic Marketing Analysis
- •Vocabulary on the text.
- •2. Give Russian equivalents:
- •3. Give English equivalents:
- •6. Match the words to make a word combination.
- •7. Insert prepositions where necessary.
- •8. A) In the text find sentences with the participles. Define their forms and functions and translate the sentences into Russian.
- •9. In the text find definitions of:
- •10. Complete the sentences according to the text.
- •11. Answer the following questions.
- •12. Agree or disagree. Correct wrong statements.
- •13. Arrange the sentences according to the text.
- •14. A) Read and translate the following passage into Russian in writing.
- •15. Look through text a and ex. 14 and speak on strategic marketing analyses as a part of marketing process.
- •1. Read and translate the text "Marketing-mix Planning". Text b. Marketing-mix Planning
- •Vocabulary on the text.
- •2. Give English equivalents.
- •3. Give Russian equivalents.
- •7. Insert prepositions.
- •9. Read the sentences and translate them into Russian. Mind the Conditionals.
- •10. Change the sentences of real conditions into the sentences of unreal conditions according to the model. Translate them into Russian.
- •12. Find in the text the words which describe or mean the following.
- •13. Answer the following questions. If you have any difficulties, consult the text.
- •14. Agree or disagree. Correct wrong statements.
- •15. Arrange the sentences according to the text.
- •16. Formulate the theme of each paragraph and make up a plan of the text.
- •17. Say what you have learnt about marketing-mix planning.
- •1. Read and translate the text “a Product and Price”. Text c. A Product and Price
- •Vocabulary on the text.
- •2. Give Russian equivalents.
- •3. Give English equivalents.
- •7. Insert prepositions.
- •8. Find in the text the words which describe or mean the following.
- •9. In the text find definitions of:
- •10. Answer the following questions.
- •11. Agree or disagree. Correct wrong statements.
- •12. Arrange the sentences according to the text.
- •13. Formulate the theme of each paragraph and make up a plan of the text.
- •14. Say what you have learnt about the product and its price.
- •1. Read and translate the text ”Pricing Objectives“. Text d. Pricing Objectives
- •Vocabulary on the text.
- •2. Give Russian equivalents.
- •3. Give English equivalents:
- •7. Insert prepositions.
- •8. A) From the text write out sentences with the Complex Subject. Translate them into Russian.
- •13. Arrange the sentences according to the text.
- •14. Formulate the theme of each paragraph and make up a plan of the text.
- •15. Say what you have learnt about the pricing objectives.
- •1. Read and translate the text “Product Life Cycle”. Text e. Product Life Cycle
- •Vocabulary on the text.
- •2. Give Russian equivalents.
- •3. Give English equivalents:
- •7. Insert prepositions.
- •8. Complete the sentences with the vocabulary on the text:
- •9. Match the stage with its characteristic.
- •10. Answer the following questions.
- •11. Agree or disagree. Correct wrong statements.
- •12. Arrange the sentences according to the text.
- •Test yourself. Marketing
- •1. Read text 1.
- •2. Say how management helped Ford found America’s largest corporation.
- •3. Ask 10 questions to the text. Unit 2. Foundation of Modern Management
- •1. Read text 1.
- •Text 1. The Birth of Management Ideas
- •2. Answer the questions:
- •Unit 3. Management as a Matter of Fact
- •1. Read text 1. Text 1. Human Resource Management
- •2. Give definition of human resource management.
- •3. Answer the questions.
- •1. Read text 2.
- •Text 2.
- •The Scope of Management.
- •Management in Profit-Seeking Organizations
- •2. Give synonym to the word profit-seeking organization.
- •3. Speak about the difference in management of large business, small business and international management.
- •Text 3. The Nature of Organization Structure
- •Text 4. Job Design
- •Unit 4. Management Functions and Management Skills
- •1. Read text 1. Text 1. Strategic Management
- •2. Ask 10 questions to the text covering it and serving as a plan.
- •1. Read text 2. Text 2. Decision Making
- •2. Explain the difference between two types of models: rational and non-rational.
- •3. Write out advantages and disadvantages of group decision making. Comment them.
- •Text 3. Motivation
- •Leadership and the Organizational Life Cycle
- •Text 5. Leadership
- •Text 6. Controlling
- •2. From the text write out: a) five managerial challenges;
- •1. Read text 7. Text 7. Acquiring Management Skills
- •2. Agree or disagree to the following. Correct wrong statements and give your arguments.
- •3. Say: a) how people are learned by experience;
- •Make written translation of text 8.
- •Management Education in Europe
- •3. Sum up what you have learned about business schools in Europe.
- •1. Read text 2. Text 2. A Strong Customer Focus
- •2. Ask 10 questions to the text.
- •1. Read text 3. Text 3. A Marketing Orientation
- •2. Answer the questions.
- •Unit 2. The Marketing Concept
- •Text 1.
- •Is Marketing Research Important?
- •Text 2. Types of Research
- •Text 3.
- •Is Segmentation Necessary?
- •Text 4. The Process of Segmentation
- •Text 5. The Advantages of Segmentation
- •Text 6. Market Positioning
- •1. Any product or service occupy a unique position in the market by … .
- •2. Products similar in all important respects are called … because … .
- •Text 7. Why Does Re-positioning Occur?
- •Unit 3. The Marketing Process
- •Text 1. The Marketing Planning Process
- •1. Read text 2. Text 2. The Marketing Mix
- •2. Ask 10 questions to the text.
- •3. Summarize the content of the text.
- •1. Read text 3. Text 3. What Is a Product?
- •2. Speak on different types of products.
- •Text 4. The Process of New Product Development
- •1. Read text 5 and speak on the product development. Text 5. Phases of New Product Development
- •2. Compare the information of texts 4 and 5 and say which of them provides more details. Using the texts suggest your own description of new product development.
- •1. Read text 6. Text 6. A Typical Product Life Cycle
- •2. Ask 10 questions on the text.
- •1. Read text 7. Text 7. Setting the Right Price
- •2. Agree or disagree with the statements. Give your arguments.
- •1. Read text 8. Text 8. Marketing Environment
- •Marketing environment
- •2. Using the scheme speak on marketing mix and marketing environment. Glossary
- •Keys to the tests. Management.
- •Marketing
- •Список использованной литературы:
Vocabulary on the text.
choice, n – выбор, альтернатива
crucial, adj – решающий, критический
factual, adj – фактический, действительный
feed, v (into) – загружать (в)
gap, n – пробел
in concept – согласно концепции, идее
incorporate, v – объединять, соединять
information output – объем информации
intangible, adj –неуловимый, непостижимый
intermittent, adj – перемежающийся, прерывистый, скачкообразный
inventory level – уровень запасов
issue, n – проблема
marketing costs – издержки сбыта
observation, n – наблюдение
observe, v – наблюдать
product costs – себестоимость продукции
resolve, v – принимать решение
retrieve, v – исправлять
rush, v – торопить, действовать слишком поспешно
sales force – работники торговых предприятий, торговые агенты
sound, adj – правильный, логичный
state, v – устанавливать, формулировать
suit, v – подходить, быть удобным
tentative, adj – экспериментальный, пробный
wealth, n – изобилие
2. Give Russian equivalents.
timely information; on a continuing basis; computer-based system; feed into; marketing decision making; decision makers; intermittent source of marketing information; the gap in the information.
3. Give English equivalents.
внутри фирмы и из внешних источников; цифры продаж; себестоимость продукции и издержки сбыта; торговые агенты; прогнозы продаж; доля рынка; хорошо подходить; торопиться; обозначенная проблема; становиться очевидным.
4. Match the words which are close in their meaning.
1. foundation |
a. modern |
2. effective |
b. suggest |
3. gather |
c. keep |
4. use |
d. basis |
5. offer |
e. efficient |
6. up-to-date |
f. collect |
7. store |
g. apply |
5. Match the words having the opposite meaning.
1. internal |
a. spend |
2. up-to-date |
b. similar |
3. useful |
c. external |
4. store |
d. useless |
5. output |
e. out-of-date |
6. intermittent |
f. input |
various |
g. continual |
6. Match the words to make a word combination.
1. effective |
a. sources |
2. marketing |
b. marketing |
3. external |
c. suited |
4. computer-based |
d. system |
5. up-to-date |
e. trends |
6. buying |
f. information |
7. well |
g. research |
7. A) Insert prepositions. Strategic Market Planning
The development … a marketing strategy begins … an assessment of the marketing environment. Marketers should gather and analyze all available information concerning the marketing environment, the effectiveness of previous marketing programs or strategies, the firm's present and potential markets and their needs, and the availability of resources. Obviously, marketing research and the firm's system … managing its marketing information play an important role … this first stage … the planning process.
Next, the organization should formulate particular and detailed marketing objectives. These objectives should be consistent … organizational goals. They must also be measurable and realistic — … line … the marketing situation and available resources.
Then a target market must be selected, and a marketing mix must be designed to reach that market. Here, product, pricing, distribution, and promotional decisions need to be coordinated to produce a unified mix. As we have noted, the marketing strategy must be designed to operate effectively … the dynamic marketing environment.
Finally, the organization must evaluate the performance … its marketing strategy. Both marketing research and the marketing information system come … play as monitoring tools. The information that is obtained should be used to evaluate the strategy and modify it as necessary. This information should also be used to begin the next round of market planning.
b) Answer the questions.
1. What does the development of marketing strategy begin with?
2. When does organization formulate objectives?
3. What does marketing mix of a target market consist of?
4. Why is marketing research and marketing information so necessary?
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