Английский для студентов-экономистов. Часть 2 (стр. 3 )

Management (n)	a team of managers responsible for driving / leading an organization toward its objectives
Manager (n)	a person who has the skills or is in the position to oversee the functions of an organization
Objective (n)	a statement derived from an organization's goals
Alternative (n)	a choice or option; in decision-making — a potential solution to a problem
Budget (n)	plan of incomes and expenditures
Supervision (n)	control of employees' performance, training and motivating
Position (n)	a job in a company or organization
Personal Assistant (n)	secretary who provides special help to a manager or director
Personnel Department (n)	a department in a company, that keeps, records, training and recruitment
Attain (v)	achieve; to successfully complete something
Move on (v)	Continue
Motivate (v)	direct the behavior of employees toward company goals
Allocate (v)	distribute for a specific purpose

Практика

V. Приведите в соответствие термины и их перевод.

	direction	инструктирование, надзор и контроль
	staffing	людские ресурсы
	course of action	Альтернатива
	human resources	подбор и расстановка кадров
	alternative	курс действий
	supervision	инструктирование и надзор
	attain	Пересматривать
	revise	Достигать

VI. Приведите в соответствие термины из левой колонки и их толкование из правой колонки.

Direction	secretary who provides special help to a manager or director
Move on	to set aside or distribute for a specific purpose
Motivate	to continue to the next phase
Allocate	to direct the behavior of employees toward company goals
Position	Instruction and supervision of some course of action
Objective	a choice or option
Alternative	a statement derived from an organization's goals
Personal Assistant	a job within a company or organization

VII. Сопоставьте каждое слово из левой колонки с его сино­нимом из правой колонки.

managerial	General
strategy	Responsibility
be in charge of	Achieve
duty	Stage
attain	set up
establish	be responsible for
phase	course of action
overall	Organizational

VIII. Дополните таблицу из гнезд слов (первый дан как обра­зец).

Глагол	Существительное	Прилагательное/ причастие
manage	management, manager	managerial
allocate
alter
achieve
guide
motivate
supervise

IX. Переведите следующие выражения на русский язык. Со­ставьте с ними предложения.

1. To govern an organization

2. То run a company

3. То meet objectives

4. To attain goals

5. To perform functions

6. To centralize authority

7. To delegate authority

8. To achieve goals

9. To establish objectives

10. To assign tasks

1 l. To perform tasks

12. To make changes

13. To respond to changes

14. To reach someone's potential abilities

15. To adhere to rules.

X. Переведите диалог на русский язык. Составьте подобный диалог.

Arranging a meeting

A: What about the Draft Contract?

В: Oh, I haven't finished it yet. Don't worry, it'll be ready on time.

A: Good. I've got a meeting with the lawyer tomorrow at 9. Will you come?

B: Just a moment. I'll look into my diary. . .

Yes, that'll be OK. What are you going to discuss?

A: We're going to talk about packing.

B: Right, I'll certainly be there.

A: Great. Look, I'm going to have lunch in half an hour.

B: Sorry, I've got another appointment for lunch. We could meet later this afternoon.

A: OK, let's say at 3 o'clock P. M. in my office.

B: Fine, I'll be there.

XI. Замените выделенные курсивом слова их синонимами из списка, приведенного ниже.

alterations, team, established, overall, goal, achieved, position, stages

Plans are set up in the first stage of the project.

Organization goals are attained by successfully combining the functions of planning, organizing, staffing, directing and controlling.

During training for my present job 1 took courses in accounting.

The organizing function may be divided into two phases: determining positions and their associated duties and staffing those positions.

Managers should periodically control how well general company goals are being met.

It is the purpose of an organization to "make common people do uncommon things".

The risk of choosing a wrong course of action may be lessened by participation of a group rather than an individual manager.

Plans are often subject to slight changes before implementation.

XII. Переведите предложения на английский язык.

1. Есть мнение, что менеджмент — это искусство выполнять работу силами разных людей. 2. Каждый из нас когда-либо вы­полнял, выполняет или будет выполнять функции руководителя. 3. Менеджер должен уметь работать с людьми. 4. Руководство со­ставляет коллектив руководителей. 5. Основные функции любого руководителя — это планирование, организация работы, подбор и расстановка человеческих ресурсов и контроль за выполнением работы. 6. Подбор и расстановку людей можно рассматривать как часть организационной функции. 7. Руководители ежедневно сле­дят за работой подчиненных, учат и мотивируют их работать луч­ше. 8. Функция контроля остается одной из самых важных в ра­боте руководителя. 9. Если возникают серьезные проблемы, то бывает необходимо произвести изменения в организационной структуре фирмы. 10. Важность каждой из пяти функций руково­дителя варьирует в зависимости от ситуации.

Тема 10

МАРКЕТИНГ

I.  Прочитайте и переведите текст. Выпишите и выучите не­знакомые слова.

Marketing

In modern terms, marketing is defined as the movement of goods and services from manufacturer to consumer in order to satisfy the customer and to achieve the company's objectives. It can be considered as dynamic field that involves a wide variety of activities.

The ABC of marketing is the so-called marketing mix. It includes the four P's: product, price, placement, and promotion.

Product (service) is often connected with development of a new product or service, searching the potential markets, and, finally, introduction it to the market. Target market selection is the most important task for any firm. A target market is a group of individuals who will probably buy the product. That involves the development of a marketing strategy. A successful marketing mix depends on the knowledge about consumers and their buying habits, gained through market research as well as correct identification of the target market.

Price is the most changeable element of all the four P's. Its definition is exchange of something of value for something else. There are three pricing options the company may take: above, with or below the prices its competitor are charging. For example, if the average price for blue jeans is $ 50, a company that charges $ 50, has priced with the market, a company that charges $ 47 has priced below the market, and a company that charged $ 53 has priced above the market. Most companies price with the market, selling their goods and services for average prices established by major producers in the industry known as price leaders.

Placement involves getting the product or service to the customer. This takes place through the channels of distribution. A common channel of distribution is:

Manufacturer – wholesaler – retailer – customer.

Promotion includes all kinds of communication with individuals, groups, or organizations to directly or indirectly facilitate exchange by informing and persuading them to accept an organization product or service. There are two major ways promotion occurs: through personal selling, as in a store; and through advertising, as in a newspaper. One should distinguish advertising campaign which can be developed by personnel within the firm or in conjunction with advertising agencies, and publicity, that is the means of communication transmitted through a mass media at no charge.

All marketing activities must be oriented toward creating and sustaining satisfying exchanges. Both the buyer and the seller must be satisfied. The first should be satisfied with goods, services or ideas obtained in the exchange. The seller should receive something of value, usually financial reward. All marketing variables are highly interrelated.

Marketing helps companies generate profit, the lifeblood of economy. About half of each consumer dollar is spent on marketing activities.

II.  Ответьте на вопросы.

1. What is marketing?

2. What are the four main elements of marketing?

3. What are three pricing options that a company may take?

4. What does placement involve?

5. Do you think restaurants provide food on a wholesale or retail basis?

6. What is the difference between advertising and publicity?

Комментарий

III. Запомните эти слова и составьте с ними предложения.

Nouns	Существительные
marketing mix	содержание маркетинга
customer	клиент, заказчик
consumer	Потребитель
objective	задача, цель
target market	целевой рынок
marketing strategy	Маркетинговая стратегия
market research	исследование рынка
pricing	Ценообразование
option	выбор, альтернатива
competitor	Конкурент
price leader	ценовой лидер
placement	Размещение
channel of distribution	канал сбыта
wholesaler	Оптовик
retailer	розничный торговец

Nouns	Существительные
promotion	промоушн, продвижение товара или услуги
advertising	реклама (платная)
advertising campaign	рекламная кампания
publicity	реклама (бесплатная), паблисити
Verbs	Глаголы
satisfy	Удовлетворять
charge	назначать цену
price	Устанавливать цену
determine	Определять
identify	выявлять, идентифицировать
distinguish	Различать
take place	иметь место, происходить
communicate	передавать информацию
persuade	Убеждать
transmit	Передавать
interrelate	соотносить(ся), взаимодействовать
Adjectives & Adverbs	Прилагательные и наречия
average	Средний
target	Целевой
satisfying, satisfactory	Удовлетворительный

IV. Запомните толкование этих слов на английском языке.