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16
ists an enormous producer or industrial or business market con-
sisting of all the individuals and organizations that acquire goods
and services that are used in the production of other goods, or in
the supply of services to others. Few consumers realize that the
producer market is actually larger than the consumer market since
it contains ail the raw materials, manufactured parts and compo-
nents that go into consumer goods, plus capital equipment such as
buildings and machines, supplies such as energy and pens and pa-
per, and services ranging from cleaning to management consult-
ing, all of which have to be marketed. There is consequently more
industrial than consumer marketing, even though ordinary con-
sumers are seldom exposed to it.
II.
Fiil in the following verbs in the proper position
design develop identify influence modify persuade
Marketers have to: (1) ………….. or anticipate a consumer need;
(2) ....................................a product or service that meets that need
better than any competing products or services; (3) ……………. tar-
get customers to try the product or service; and in the long term, (4)
……………….it to satisfy changes in consumer needs or market con-
ditions. Marketers can (5) ………………………. particular features,
attractive packaging, and effective advertising, that will (6)
………………………...... consumers' wants. Marketing thus com-
bines market research, new product development, distribution, adver-
tising, promotion, product improvement, and so on.
III.
Writing:
(5
sentences).
1.
What is the main idea of market research?
2.
What is the marketing mix?
17
Контрольная
работа
№
5
«Advertising»
I.
Read the whole text and translate the passage 1 into Russian in
a written form.
HOW COMPANIES ADVERTISE
1. Advertising informs consumers about the existence and bene-
fits of product and service, and attempts to persuade them to buy
them. The best form of advertising is probably word-of-mouth adver-
tising, which occurs when people tell their friends about the benefits
of products or services that they have purchased. Yet virtually no pro-
viders of goods or services rely on this alone, but use paid advertising
instead. Indeed, many organizations also use institutional or prestige
advertising, which is designed to build up their reputation rather than
to sell particular products.
Although large companies could easily set up their own advertis-
ing departments, write their own advertisements, and buy media space
themselves, they tend to use the services of large advertising agencies.
These are likely to have more resources, and more knowledge about
all aspects of advertising and advertising media than a single com-
pany. The most talented advertising people generally prefer to work
for agencies rather then individual companies as this gives them the
chance to work on a variety of advertising accounts (contracts to ad-
vertise products
or
services).It is also easier for a dissatisfied company
to give its account to another agency than it would be to fire its own
advertising staff.
The client company generally gives the advertising agency an
agreed budget; a statement of the objectives of the advertising cam-
paign, known as a brief; and an overall advertising strategy concern-
ing the message to be communicated to the target customers. The
agency creates advertisements (the word is often abbreviated to
ad-
verts or ads),
and develops a media plan specifying which media –
newspapers, magazines, radio, television, cinema, posters, mail, etc. –
will be used and in which proportions. (On television and radio, ads
18
are often known as commercials.) Agencies often produce alternative
ads or commercials that are pre-tested in newspapers, television sta-
tions, etc. in different parts of a country before a final choice is made
prior to a national campaign.
2. The agency’s media planners have to decide what percentage of
the target market they want to reach (how many people will be ex-
posed to the ads)and the number of times they are likely to see them.
Advertising people talk about frequency or ‘OTS’ (opportunities to
see) and the threshold effect – the point at which advertising becomes
effective. The choice of advertising media is generally strongly influ-
enced by the comparative cost of reaching 1,000 members of the tar-
get audience, the cost per thousand (often abbreviated to CPM, using
the Roman numeral for 1,000). The timing of advertising campaigns
depends on factors such as purchasing frequency and buyer turnover
(new buyers entering the market).
How much to spend on advertising is always problematic. Some
companies use the comparative-parity method-they simply match their
competitors' spending, thereby avoiding advertising wars. Other set
their ad budget at a certain percentage of current sales revenue. But
both these methods disregard the fact that increased ad spending or
counter-cyclical advertising can increase current sales. On the other
hand, excessive advertising is counter-productive because after too
many exposures people tend to stop noticing ads, or begin to find
them irritating, and once the most promising prospective customers
have been reached, there are diminishing returns, i.e. an ever-smaller
increase in sales in relation to increased advertising spending.
II.
Vocabulary
Find the terms in the text which mean the following and write
them down as in the example:
Ex. Word-of mouth-advertising – free advertising when satisfied
customers recommend products to their friends.
1.
free advertising, when satisfied customers recommend products
to their friends
2.
advertising that mentions a company's name but not specific
products
19
3.
companies that handle advertising for clients
4.
a contract with a company to produce its advertising
5.
the amount of money a company plans to spend in developing its
advertising and buying media time or space
6.
the statement of objectives of an advertising campaign that a cli-
ent works out with an advertising agency
7.
the advertising of a particular product or service during a particu-
lar period of time
8.
a defined set of customers whose needs a company plans to sat-
isfy
III.
Writing:
what type of advertising personally you dislike and like
best? What’s your own attitude towards advertising?
Write not less than 8 sentences.
Контрольная
работа
№
6
«Central Banking System»
I.
Read and translate the whole text in a written form
CENTRAL BANKING SYSTEM
The central banking system is a major sector of any modern mon-
etary system. It is of great importance to the fiscal policy of the na-
tional government and the functioning of the private sector.
Central banks such as the Bank of England, the Federal Reserve
Board of the US, the Bundesbank of Germany, the Central Bank of
Russia function for the government and other banks, not for private
customers. They are responsible for the implementation of monetary
policy and supervision over the banking system.
In particular, they control the money supply, fix the minimum in-
terest rate, act as lenders of last resort to commercial banks with li-
quidity problems, issue coins and bank notes, influence exchange
rates by intervening in foreign exchange markets.
20
To ensure the safety of the banking system, central banks impose
reserve requirements, obliging commercial banks to deposit a certain
amount of money with the central bank at zero interest. Central banks
in different countries also impose different «prudential ratios» on
commercial banks such as capital ratio and liquid ratio.
In the course of market reforms in Russia the Central Bank has
been pursuing moderately tight monetary policy aimed at further re-
duction of inflation and putting an end to direct budget deficit credit-
ing. The CBR has been using the following main instruments of
monetary policy:
fixed targets for the money supply growth
refinancing of commercial banks
interest rates
open market operations
commercial banks reserve requirements
foreign currency control
direct quantity restrictions
II.
Find Russian equivalent to the following
1.
Fiscal policy
2.
Implementation of monetary policy
3.
Supervision over banking system
4.
Liquidity problems
5.
Capital ratio
III.
Vocabulary
Opening an account
1. Put each word or phrase in the group below in its correct place
in the following
passage.
formalities open account bank charges
overdraft branch fill in
It’s very simple to __________ a
bank __________ in Britain.
There are very few ____________. Just go to your local __________,
__________ a few forms, and that’s it. You will probably only have to