- •Английский язык
- •521600 «Менеджмент» (бакалавр),
- •521600 «Экономика» (бакалавр)
- •Виды чтения
- •Методические приёмы грамматического анализа сложных предложений на иностранном языке
- •Fundamentals of entrepreneurship
- •Text 1 the entrepreneurial process
- •Identifying and evaluating an opportunity
- •Text 4 resources required, managing the enterprise
- •Text 3 opportunity analysis, developing a business plan
- •Text 5 the difference between an entrepreneur and a manager
- •Comprehension Questions
- •Part II
- •Text 1 marketing management
- •Text 2 marketing
- •Text 3 dialogue
- •Comprehension Questions
- •Vocabulary Practice
- •Vocabulary Practice
- •Comprehension Questions
- •Text 4 line and staff positions
- •Organizational chart of the company
- •Interview guide
- •Литература:
- •1. Fundamentals of entrepreneurship
Text 2 marketing
Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.
The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the customer to buy. Marketing operations are very expensive. They take up more than half of the consumer's dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centers has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.
Text 3 dialogue
(Sally and Don work in the Marketing Department of a company that makes different meal products)
Don |
Hey, Sally, look at these figures. The price of sugar is going up 10% during the next year. |
Sally |
Oh, that's bad. That means trouble for our jam line. |
Don |
I think so too. Sugar is the main ingredient, you know. What's your opinion?
|
Sally |
Well, we are not the price leaders in the field and jam is a very price sensitive item. According to our marketing research information consumers aren't particularly brand loyal about jam. |
Don |
I have a brilliant idea. You know, this could be a great marketing opportunity for us.
|
Sally |
What do you mean? |
Don |
Well, because of the price rise in sugar we know that the price of jam will go up too. The increase will pass on the consumer, won't it? |
Sally |
Right. |
Don |
Imagine, we find the possibility of changing the ingredients in the jam so that we wouldn't have to raise the price. |
Sally |
Then we wouldn't trouble about the price rise on sugar because we'll be able to sell the jam at the same price. The idea is that we could market less expensive jam. What a promotional campaign we could have! |
Don |
Sure. If we do it right we'll sell more and become the leader in the market. |
Sally |
Now the first thing is to talk to Research and Development. |
Don |
Right and we’ll see when they’ll have some samples of new formulars ready. |
Sally |
What about marketing research? I think we should schedule some tests for responses to the R & D samples. |
Don |
Well, there is a lot to do. I think we should also change packaging. Now, Sally, that would be great. |
Sally |
Oh, Don, let's hope for the best. If we don't lose the chance, the competitors products will stay on the supermarket shelves. |
Don |
Oh, it's time for lunch. Let's discuss our business in cafeteria. |
Sally |
Oh, sure, we've got a lot to discuss - distribution, advertising... |