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21
executive
sales
accountant
to require
society
book-keeper
to involve
calculation
balance sheets
income statement
invoice
to be responsible for
to design
in and out
Stock Exchange
исполнительный
продажи
главный бухгалтер
требовать
общество
бухгалтер
вовлекать
счет, расчет
балансовый отчет
отчет о доходах
счет-фактура
быть ответственным за
зд. планировать, строить,
создавать
в пределах и за пределами
фондовая биржа
Answer the questions:
1. What subjects are taught in your university or institute?
2. What profession will you get? Is it diversified?
3. In what way can you continue your studies after the university?
4. Where can you work as a manager? Where would you like to get a job?
5. What is the difference between an accountant and a book-keeper?
Describe your future profession as a manager and your nearest plans
Marketing
Marketing is the performance of business activities connected with
movement of goods and services from producers to consumers. The basic
functions of marketing are to determine and satisfy customer's needs,
bringing a mutual benefit to the customer and to the firm. Customers
benefit by having what they want, when and where they want it. Firms
benefit by making a profit.
Marketing operations include product planning, buying storage, pricing,
promotion, selling, credit-granting, transportation and marketing research.
Marketing research provides producers with information on coming trends,
changes in consumer wants, supply and demand and new market
developments. Thus marketing research helps the producer to predict what
the people will want to buy.
Promotion means economic and political publicity, advertising, personal
selling, fairs, exhibitions.
Personal selling means personal contacts between the seller and a
prospective buyer. In other words it means collecting contacts.
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Advertising informs people about the new product, gives its characteristics,
persuades people to buy it.
Marketing is the Four P: the product, the place, the price, and the
promotion. But most of all, marketing is research: finding out who the
customers are and what they need.
Vocabulary
to consume
a consumer
a customer
to determine
to satisfy
to include
mutual
benefit
to benefit
a profit
storage
pricing
product-planning
credit-granting
marketing research
promotion
to provide smb. with smth.
to predict
advertising
to persuade
a trend
потреблять
потребитель
клиент
определять
удовлетворять
включать, содержать в себе
взаимный
выгода, польза
приносить, извлекать пользу
прибыль
хранение
калькуляция цен
разработка новых товаров
предоставление кредита
маркетинговые исследования
продвижение
доставлять кому-л. что-л.
предсказывать
рекламирование
уговаривать
направление
Answer the questions:
1. What kind of business activities is called marketing?
2. What is the basic function of marketing?
3. How do customers and firms benefit from marketing activities?
4. What kind of operations do marketing operations include?
5. Explain the terms ‘promotion’, ‘personal selling’, ‘advertising’.
6. Why is marketing called ‘Four P’? What is the main purpose of
marketing?
What do you know about marketing?
23
Managerial Performance
The successful performance is based on 3 elements: leadership, motivation,
communication.
Leadership.
Leadership style depends on personal goals and needs,
subordinates, the general work environment. There are three basic styles:
autocratic, democratic and laisser-faire. But effective managerial
performance includes all these styles. A good manager should choose the
right approach for each situation.
Motivation
. It is the process of creating a work environment which
stimulates employees to perform at superior level. For employees it means
to satisfy all personal needs: psychological, self-fulfillment. A manager
provides employees with necessary guidance. He or she gives them a
feeling that their work is very important. A good executive realizes that
people are looking not only for money, but for recognition, appreciation
and creative freedom. He gives them what they need. To be successful,
managers must create the kind of environment that makes people the most
productive.
Communication
. The manager must be able to communicate well with
subordinates and encourage feedback from them. If there is no effective
communication, there is little understanding between managers and
subordinates. It influences the results of the company's work.
Vocabulary
performance
leadership
subordinate
environment
autocratic
democratic
laisser-faire
at superior level
guidance
executive
recognition
appreciation
freedom
to create
to encourage
feedback
to influence
to depend on
выполнение, исполнение
руководство
подчиненный
окружение, атмосфера
диктаторский, автократичный
демократичный
полное невмешательство
на высшем уровне
руководство
руководитель
признание
оценка
свобода
создавать
воодушевлять, поддерживать
обратная связь
влиять
зависеть от
24
Answer the questions:
1. What are the three elements the successful management is based on?
2. What styles does effective managerial performance include? What do
you think about it?
3. What does the term ‘motivation’ mean?
4. In what ways can a manager encourage the employees?
5. What is more important for you - money or recognition and creative
freedom?
6. Do you recognize the importance of effective communication for the
company’s work?
Do you agree to the statements in the text? What are your ideas about
successful managerial performance? Can you give any examples of
successful managerial performance? Give your reasons in 10-15 sentences.
25
PART II
Read the texts with a dictionary, write down the new words and learn
them, sum up the text in 10-15 short sentences.
General Definition of Accounting
Today, it is impossible to manage a business operation without accurate
and timely accounting information. Managers and employees, lenders,|
suppliers, stockholders, and government agencies all rely on the
information contained in two financial statements. These two reports - the
balance sheet and the income statement - are summaries of a firm's
activities during a specific time period. They represent the results of
perhaps tens of thousands of transactions that have occurred during the
accounting period.
Accounting
is
the process of systematically collecting, analyzing, and
reporting financial information.
The basic product that an accounting firm
sells is information needed for the clients.
Many people confuse
accounting
with
bookkeeping.
Book-keeping is a
necessary part of accounting. Bookkeepers are responsible for recording (or
keeping) the financial data that the accounting system processes.
The primary users of accounting information are managers. The firm's
accounting system provides the information dealing with revenues, costs,
accounts receivables, amounts borrowed and owed, profits, return on
investment, and the like. This information can be compiled for the entire
firm; for each product; for each sales territory, store, or individual
salesperson; for each division or department, and generally in any way that
will help those who manage the organization. Accounting information
helps managers plan and set goals, organize, motivate, and control. Leaders
and suppliers need this accounting information to evaluate credit risks.
Stockholders and potential investors need the information to evaluate
soundness of investments, and government agencies need it to confirm tax
liabilities, confirm payroll deductions, and approve new issues of stocks
and bonds. The firm's accounting system must be able to provide all this
information, in the required form.
Business Ethics
Ethics is the system of moral principles, rules of conduct, and morality of
choices that individuals make.
Business ethics
is the application of moral standards to business situations.
Business ethics has become a matter of public concern.