Деловой иностранный язык (английский) факультатив (стр. 12 )

This year you are seeking to fund the following

Train 5 AIDS/HIV counsellors in your local area. Total cost Ј25,000 Equip a small ward attached the local hospital specifically for AIDS sufferers. Total cost Ј95,000

Briefing sheet two animal welfare charity guide dogs for the blind

You represent an animal welfare charity which provides guide dogs for blind people in the United Kingdom.

This year you are seeking to fund the following

Purchase 15 new dogs and train them and their users total cost Ј45,000

Refurbish your existing blind dog training centre in order to increase its size and improve your somewhat outdated facilities total cost Ј75,000

Reflective collars for guide dogs 1000 collars at Ј2.50 each

Briefing sheet three local church community action programme

You are members of your Local church community action programme. The aims of your charity are:

To run a job club the long-term unemployed

To offer a counseling service to and for the whole community

To provide a ‘friendly club’ for the elderly and infirm

This year you would like to fund the following

Travelling expenses for those attending job interviews total cost Ј10,000

Purchase of two computers with printers and software, ne for the administration of the counselling service and the second for the use of job club members total cost Ј6,000

Purchase a photocopier for general use and the use of job of members total cost Ј5,500

Purchase a customised minibus with wheelchair access for the friendly club total cost including insurance and one year’s maintenance Ј30,000

Provide fully funded two-day trip to Blackpool for 30 elderly and infirm local residents total cost Ј24,000 including salary costs for the carers

Briefing sheet four Royal National lifeboat institution

You represent the local branch of the RNLI. Last year over 1,500 people were saved from the seas around the UK.

You are seeking to fund

A new faster and more reliable electric winch system for the lifeboat house ramp total cost Ј35,000

New improved GPS radio system for the two lifeboats total cost Ј6,000

Training courses on resuscitation techniques for all volunteer lifeboat personnel estimated cost Ј1000 per person. You have 24 volunteers but some are more active than others.

New public donation marketing campaign to encourage members of the public to make financial donations to support the work of the RNLI total cost Ј4,500

Briefing sheet five UNICEF asthma campaign

UNICEF seeking funding to set up a national UK asthma screening scheme.

You seek funding for

Mobile asthma clinic to tour the UK  total cost Ј42,000

Salary costs for the staff for the above clinic total cost Ј35,000

Insurance and fuel costs for the mobile clinic  Ј8,000

Funding for research into the incidence of asthma in migrant agricultural workers  total cost Ј47,000

Daytrip  to the seaside for local asthma sufferers Ј3,000

Purchase of 10,000 asthma inhalers at Ј3 each

Funding for an information leaflet for members of the public to inform them about asthma 100,000 leaflets at 10p each

2 курс 4 семестр

Тема 1. Маркетинг

Marketing - Sales

Word	Meaning
after sales service	Service that continues after the sale of a product (maintenance, etc.)
agent	Person or company that acts for another and provides a specified service.
B2B e-commerce	Business to business e-commerce : use of commercial networks, online product catalogues and other online resources to obtain better prices and reach new customers.
B2C e-commerce	Business to consumer e-commerce : online sale of goods and services directly to consumers.
benchmarking	Comparing one's products to those of competitors in order to improve quality and performance.
buyer	1) Any person who makes a purchase. 2) A person employed to choose and buy stock for a company.
cash refund offer	Offer to pay back part of the purchase price of a product to customers who send a "proof of purchase" to the manufacturer.
chain store	Two or more shops or outlets that have the same owner and sell similar lines of merchandise.
client	A person who buys services or advice from a lawyer, an accountant or other professional.
close	Finalize a sale or deal.
convenience store	Small shop located near a residential area that opens long hours, seven days a week.
coupon	Certificate that gives customers a saving when they purchase a specific product.
deal	A business transaction.
department store	A large shop or store that carries a wide variety of product lines.
direct investment	Entering a foreign market by setting up assembly or manufacturing facilities in that country.
discount	A reduction in price.
e-commerce	Buying and selling by electronic means, primarily on the internet.
e-marketing	Promotion of products and services over the internet.
extranet	Network that connects a company with its suppliers and distributors
follow-up	Maintain contact after the sale to ensure customer satisfaction.
franchise	Association between a manufacturer or wholesaler (franchiser) and an independent business person (franchisee) who buys the right to own and operate a unit in the franchise system.
guarantee	A promise that product will be repaired or replaced if faulty.
intranet	A network that connects people to each other within a company.
joint venture	A way of entering a foreign market by joining with a foreign company to manufacture or market a product or service.
market leader	The company with the largest market share in an industry.
mark up	Percentage of the price added to the cost to reach a selling price.
opinion leader	Person with a reference, who, because of competence, knowledge, or other characteristics, exerts influence on others.
packaging	Designing and producing the container or wrapper for a product.
product line	A group of products that are closely related.
prospect	A potential customer.
representative	A person who represents and sells for a company.
retail	To sell in small quantities, as in a shop, directly to customers.
shopping centre	Group of shops developed and managed as a unit.
telephone marketing	Using the telephone to sell directly to customers.
trade fair	An exhibition at which companies in a specific industry can show or demonstrate their products.
viral marketing	The internet version of word-of-mouth marketing - email messages that customers pass on to friends.
wholesale	To sell goods and services to those buying for resale (e. g. a shop) or for business use.

Marketing strategy

Marketing strategy and marketing objectives

Every time you speak to someone about your business you are involved in marketing. Any conversation about your firm is an opportunity to promote your business and increase sales.

A marketing strategy will help you focus. It will identify the different ways you can talk to your customers, and concentrate on the ones that will create most sales.

It tells you what to say, how to say it and who to say it to in order to make more sales. Because timing is critical, it will tell you when to say it, too.

Marketing strategy: objectives

Your marketing objectives will focus on how you increase sales by getting and keeping customers.

To explain how to do this, experts talk about how best to package your products and services, how much to charge for them and how to take them to market.

A marketing strategy will help you tailor your messages and put the right mix of marketing approaches in place so that you bring your sales and marketing activities together effectively in an effective marketing plan.

Marketing strategy: knowing your customers

A successful marketing strategy depends on understanding your customers, what they need and how you can persuade them to buy from you.

There's no substitute for knowledge. Experience and regular two-way communication will tell you a lot about your customers. But targeted market research will build a more detailed picture of customer segments with similar needs. It will help you understand how to target these people so you're not wasting time on people who aren't interested in your offer.

But you'll also need to understand how your market works - where do your customers find out about your offer, for example? Your strategy should even tell you how you measure up against the competition and what new trends to expect in your market.

Marketing strategy: making a plan

A marketing plan explains how to put your strategy into action. It will set marketing budgets and deadlines, but it will also tell you how you're going to talk to your target customers - whether that's through advertising, networking, going to trade shows, direct marketing, and so on.