Marketing Today. Контрольная.
Unit I
TEXT 1
Translate the text in the written form
Marketing Today
Marketing is a new science. What has been around previously is the art of salesmanship. Salesmanship is the art of manufacturing something and making another person want it. Marketing is the art of finding out what the other person wants, then manufacturing it for him.
In a market of multiple choice, it is no longer sufficient to produce a product and show your customers that it satisfies one of their basic needs. You must show them it provides benefits other products fail to provide, that it can be supplied, at a competitive price and above all, supplied reliably. But in this fast-Changing world, changing world, competitors catch up more quickly than ever.
Preferences that consumers have for this or that product work for shorter and shorter periods. Choice makes marketing work.
Companies need to be constantly engaged in product development if they wish to grow and make profits. Coca Cola was successful for many years with one product in one size until Pepsi Cola challenged them with a bottle double the size at the same cost to the consumer. Since then Coca Cola has made many changes. Today Coca Cola has many different soft drinks, cheeses, wines, movie companies, television production companies, to name only a few of its holdings.
Multiple choices for the consumer is the motor that drives the marketing vehicle.
Answer the questions in writing
1. What is the fundamental difference between salesmanship and
marketing
2. What are the key elements of marketing?
3. What is the driving force of marketing?
4. What is the best way to win long-term loyalty to a product?
TEXT 2
Read the text
World Exhibitions
1. The first world industrial exhibition was held in London in 1851. It was a great success. It displayed exhibits of 40 participating nations and the number of visitors reached over six million.
Since then world industrial expositions! have had a colourful history. Many such events have been held, some of them on a large scale. They have changed not only in size and scope, but also in character and overall purpose. Such events provided opportunities for exchanging scientific, technological and other achievements of the people of Europe, America, Australia, Asia and Africa.
2. Beginnings with the early 60s of the 20th century international expositions began to take new forms, trying to emphasize not only technological progress, but also other aspects of life. They became festivals of industry and culture.
Fairs and exhibitions provide an opportunity to establish profitable contacts and promote mutual understanding among different nations.
Russia has been host to a growing number of international exhibitions. The first international exhibition in our country was held in Moscow in 1964. Since then exhibitions have been held in other cities as well and their number has increased to a great extent. However, traditionally; Moscow is still the centre of such events.
3. Even in ancient Russia this city. which is conveniently located on я river, always attracted thousands of traders. The Fair in those days was a highly festive occasion with colourful crowds filling the streets and much merry-making. On such days the streets were packed with traders, many of whom arrived from far-away places. Moscow has always been famous for its hospitality. Today Moscow is a regular meeting place of traders from different countries. The trade partners participating for many years in the International exhibitions which are held in Moscow and other cities of Russia appreciate the amicable atmosphere and business-like spirit of the commercial negotiations at these events.
Some of the old Russian cities along the Volga river and in Siberia Nizhni Novgorod, Chelabinsk, Tobolsk and others are restoring their old fame of trading centres.
International trade is quickly growing and there is always a demand to expand the exhibition areas to provide all the participants with suitable display facilities.
International trade is quickly growing and there is always a demand to expand the exhibition areas to provide all the participants with suitable display facilities.
1) Write in which part of the text the following information is given:
1. the history of world exhibitions;
2. the international exhibitions that were held in Russia;
3. the hospitality of Moscow and Muscovites;
4. the revival of old Russian traditions;
5. the exhibition facilities that Moscow offers participating nations.
2) Translate part 2 in writing
TEXT 3
Show Business
Every year Expocentre plays host to many foreign business representatives who come to Moscow. It is continually expanding its co¬operation with similar organizations all over the world. Co-operation with
Firms in Britain France, Italy, Germany, Switzerland and Japan is growing from year to year.
The Chamber holds international, specialized, national and single-industry exhibitions and displays and sponsors congresses and symposiums.
Popular exhibition locations in Moscow include Sokolniky Park, VDNKh (the Exhibition of Economic Achievements), the World Trade Center on the bank of the Moscow River.
Sokolniky Park has long been a favourite place of rest for Moscovites, starting with the Russian Tsars who went falcon-hunting l there in the I6th
century and gave it its name — "Sokol" (which is the Russian for falcon). Later the park attracted thousands of people every summer weekend and just as many in winter to its skating-rinks and ski runs. And, of course, special attractions in recent years have been the many exhibitions which are held here regularly. There are few places where business and pleasure may be combined in an atmosphere more amicable and peaceful than in Sokolniky Park.
Notes:
1. to go falcon-hunting — устраивать соколиную охоту
Think and answer in writing
1. What is the role of Expocentre in organizing exhibitions?
2. Why are exhibitions often held in parks?
TEXT 4
Read and translate it into Russian in the written form
THE FOURP'S
There are four principal controllable factors that provide the most effective choice for the consumer-the Four P's: product, price, place and promotion. The owner of a factory manufacturing transportation equipment could produce an economy car, a luxury car, truck, van, tractor, motorcycles and apply different marketing techniques.
Place includes location of production and distribution. The place to see your product could be in dealers' showrooms or directly from the factory or from catalogs, direct-mail coupons, even telemarketing with telephone sales people or through computer shopping services.
Promotion includes all forms of marketing communication (advertising, direct mail, customer service, image, special events, sales and the product or service itself). Promotion is the most complex thing - how to select and divide your market according to the type of product, its price and where it will be available. Each group of the population has its own values to which you want to make your product appeal.
The most controllable of these factors is the first «p»- Product (service).
All products and services have what have been traditionally called "product life cycles".
The stages of the product lift cycle are: introduction, growth, maturity and decline.
The length of a product life cycle depends upon the
-intensity of the competition
-extent to which the new product is an innovation, a modification of an existing product
-introductory timing of technologically superior products
-marketing techniques
Answer the questions in writing:
1. What are the controllable factors in marketing?
2. On what does the pricing policy of a firm depend?
3. What is the product life cycle?
4. What can prolong the product life cycle?
TEXT 5
Read and translate it into Russian in writing
Short- Term financing.
Short-term financing is most common for assets that turn over quickly such as accounts receivable or inventoried Seasonal businesses that must build inventories in anticipation of selling requirements and will not collect receivables until after the selling season often need short-term financing for the interim. Contractors with substantial work-in-process inventories often need short-term financing until payment is received. Wholesalers and manufacturers with a major portion of their assets tied up in inventories and/or receivables also require short-term financing in anticipation of payments from customers.
Long-Term financing. Long-term financing is more often associ- ated with the need for fixed assets such as property, manufacturing plants, and equipment where the assets will be used in the business for several years.
Recurring Needs. A series of short-term needs could often be viewed as a long-term need. The addition of long-term capital should eliminate the short-term needs and the crises that could occur if capital were not available to meet a short-term need.
Steady Growth. Whenever the need for additional capital grows continually as in the case of a company with steady sales and profit from year to year, long-term financing is probably more appropriate.
TEXT 6
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Managing Internal Capital
Internal sources of capital are those generated within the business , External sources or capital are those outside the business such as suppliers, lenders, and investors. For example, a business can generate capital internally by accelerating collection of receivables, disposing of surplus inventories, retaining profit in the business or cutting costs.
Capital can be generated externally by borrowing or finding investors who might be interested in buying a portion of the business.
Before seeking external sources of capital from investors or lenders, a business should thoroughly explore all reasonable sources for meeting its capital needs internally. Even if this effort fails to generate all of the needed capital, it can sharply reduce the external financing requirements, resulting in less interest expense and lower repayment obligations. With a lower requirement, the business’s ability to secure external financing will be improved. Further, the ability to generate maximum capital internally and to control operations will enhance the confidence of outside investors and lenders. With more confidence in the business and its management, lenders and investors will be more willing to commit their capital.
TEXT 7
Read and translate it into Russian in writing
MARKETING MANAGEMENT
Management is a function of planning, organizing coordinating, directing and controlling. Any managerial system, at any managerial level, is characterized in terms of these general functions.
Management is a variety of specific activities. Marketing management refers to a broad concept covering organization of production and sales of products, which is based on consumer requirements research. All companies tiy to look beyond their present situation and develop .a long-term strategy to meet changing conditions in their industry. Marketing management, therefore, consists of evaluating market opportunities, selecting markets, developing market strategies, planning marketing tactics and controlling marketing results.
Strategic planning includes Refining the company's long-term objectives as well as specific objectives, such as sales volume, market share, profitability and innovation, and deciding on financial, material and other resources necessary to achieve those objectives.
Контрольное задание №1
1. Прочтите текст и выполните следующие за ним упражнения:
Marketing
1. Marketing is the performance of business activities connected with the flow of goods and services from producers to consumers. Marketing includes the following operations: transporting, storing, pricing and selling goods. The most important thing in marketing is finding out who the customers are and what they want. Marketing is the process of having the right product at the right time in the right place, the process that brings mutual benefit to customers and vendors.
2.Transporting means carrying goods from the place of their production to the place of their selling.
3.Storing is necessary because the consumer desires to buy goods without waiting.
4.Pricing involves the art of determining what price is the best.
5.Selling involves helping consumers to discover their needs.
Marketers should inform potential buyers of where goods can be bought and how much they cost.
6. Marketing research is also very important. The following are steps in marketing research: defining the problem, collecting data, compiling data and analyzing the results, advertising.
7. Marketing operations are very expensive and one should consider the value added through marketing. Marketing becomes too costly only when cost exceeds the value it adds.
2. Переведите на русский язык в письменной форме абзацы 1 и 6.
3. Найдите соответствующие ответы на вопросы и напишите их в той последовательности, в которой заданы вопросы:
Вопросы
1 .What is marketing?
2. What operations does marketing include?
3. What is the most important thing in marketing?
4. What are the main steps in marketing research?
Ответы
a. To find out who the customers are and what they want.
b. Defining the problem, collecting data, compiling data and analyzing the results.
с The performance of business activities connected with the flow of goods
from producers to consumers.
d. Transporting, storing, pricing and selling goods.
4. Закончите предложения, выбрав соответствующий вариант
окончания:
1. Transporting means... a) detennining the best price;
2. Pricing is b)helping consumers to discover their
needs
3.Selling involves. C) carrying goods from the place of their production to the place of their selling.
5. Найдите в правой колонке русские эквиваленты английских
слов и словосочетаний:
1 .business activities
2. the flow of goods
3. consumer
4. advertising
5. mutual benefit
6. pricing
7. to define the problem
8. storing
9. value
10. marketing research
11. vendor
12. to compile data
a) определять проблему
b) изучение рынка
c) собирать данные
d) обоюдная выгода
e) стоимость
f) Реклама
g) Деловая деятельность
h)потребитель
i) Складирование.
g) Поток товаров
k) Продавец
l) Калькуляция цен
6. Переведите на русский язык встречающиеся в тексте интернациональные слова:
marketing, business, transporting, process, information, potential, problem, analyze, results, operation, activity.
Unit II
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Requirements of an Accounting System
¦
The first three requirements are met by specific parts of the accounting system. The day-to-day transactions are first noted in the original documents, such as the invoices, credit notes and receipts. They are then summarised in day books before being fed into the ledger where their full effect is recorded. The ledger is made up of individual accounts - one for each item under which information is required.
From ins ledger, the balances of some accounts are transferred to the trading and profit and loss account, which shows the profit for the year (that is, the second requirement above), or are summarised in the balance sheet to show the financial position at a given date (the third requirement above).
There is no simple document which directly gives the answer to the fourth requirement This demands an intelligent interpretation of the whole accounting system (particularly of the ratios we considered earlier in this chapter), coupled with a good understanding of such factors as economic trends, possible cringes in the law, and statistics generally.
TEXT 2
¦
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The Balance Sheet Managers will be primarily concerned with two accounting documents the balance sheet and the profit and loss account.
The balance sheet is a summary of the firm's assets, liabilities and capital as at a given date. There are a number of ways in which it can be set out. The conventional way is to list the assets on the right-hand side of the document, and the liabilities and capital on the left Bear in mind that assets less the liabilities will always give the capital (that is, the 'capital invested using the definitions above) This means that assets equal liabilities plus capital.
However, this old practice is changing and an increasing number of firms are showing the sides reversed. Companies normally present the data in 'statement' form showing liabilities as a deduction from assets, to give the capital.
Profit and loss account
The profit and loss account (usually abbreviated to P & L) shows how the profit (or loss) was made. It covers a period, and this is reflected in the title for the document. Notice the different nature of the items listed. They are descriptions of either how the money was earned, or of how the money was spent. The items do not have a continuing material existence of their own. The first part of a P & L, showing the 'gross' profit, is sometimes 1 called a trading account (or trading section of the P & L).
TEXT3
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Market Segmentation
Research is the basic tool of marketing. A marketer must determine what customer needs are. Marketing experts have developed techniques for determining the needs of prospective customers. It's done by way of market segmentation.
How can market segmentation be of help to a manager who wants to develop a new product? Every market can be divided into segments or, in other words, into separate groups of consumers First there are demographic factors like age, income, educational background, occupation, size of family, type с home-and neighborhood, etc. Then there are psychographic factors - the customers opinions and interests, hobbies, vacation spots, favorite sports etc.
Then a product is compared with the goods already established in the market by quality and quantity standards. To be a success you must be ahead о your competitors.
Competition never stops. That la why market segmentation, must never stop as well. It should be on a permanent basis. Introduction of a pioneer; product can immediately change the com position and number of a consume)
grouping.
For the Soviet Union competition could be an important incentive. Innovating more effectively at home means finding more to export abroad, more to sell to the West, more hard currency to earn, more jobs to create, a more powerful industrial complex to build.
The fundamental principles for a marketer are:
1. understand the customer (through research)
2. understand the grouping (to which the customer or his business belongs)
3 create a choice (a difference in price, concept or value that will distinguish your product) communicate that choice (through promotion and advertising)
Consumer marketing should be based on understanding consume values, wants and needs.
Answer the questions in writing:
1. I low are customer needs determined?
2. What is understood by market segmentation'!
3. Why should market segmentation be made on a permanent basis?
4. Why is it very important to encourage competition?
5. By what principles should a marketer be guided?
TEXT4
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Bonds and Stocks
Bonds
Many large corporations raise long-term capital through the sale or bonds. The corporation promises to repay the face value of the certificate at a specific time. In addition, the bond-holders receive interest at periodic intervals ( usually twice a year). Because the money paid for a bond is really a loan, bondholders are considered creditors, of a corporation. This means the corporation is legally obligated to pay the bondholders the interest and principal of the loans as they come due.
Stocks
Large corporations often raise funds through the sale of their stocks to the general public. Unlike bondholders who are creditors of the corporation stockholders are its owners. This entitles them to a voice in the selection of the board of directors and a share of the potential profits, when and if the directors distribute them. Common and Preferred Stock. All corporations issue common stock; some, however, also issue preferred stock. Common stock entitles the holder to a voice in the management of a corporation and a share of the profits. Unlike common stocldiolders, preferred stocldiolders usually do not have voting rights However, preferred stock receives potential treatment over common stock in two ways. 1) it receives a specified dividend before any dividends are paid on the common stock, and 2) it receives a share of the assets ahead of the common stocldiolders if the corporation should be liquidated. Investing and Speculating
Those who buy stocks to share in the profits and growth of a corporation ever a long period of time are described as "investors". "Those who buy or sell stocks as a way to earn a fast profit are known as 'speculators'.
Lexical items
bond - облигация
face value - номинальная стоимость
to be legally obligated to do smth - быть юридически обязанным сделать что либо
stock (share) - акция common
stock - - обыкновенная акция
preferred stock - привилегированная акция
to issue stocks - выпускать акции
stockholder – акционер
Board of Directors - совет директоров
profit- прибыль
a share of profit - доля прибыли
to distribute profit -распределять прибыль
owner – владелец
Answer the questions in writing:
1. What is the main purpose of selling bonds?
2. What do bondholders?
3. How often is interest paid?
4. Why can bondholders be considered creditors of the corporation?
5. What types of stocks do companies issue?
6. What is the difference between the two types?
TEXT5
Read for enrichment and translate it into Russian in writing
Speculating in Stocks
Stock market speculators fall into two groups. One group, commonly known as bulls, hopes to profit by correctly predicting an increase in the value
of a stock. The other group, bears, hopes to profit by correctly predicting a
decrease in the value of a stock.
Bulls are said to "buy long". That is, they buy stocks intending, to hold them
until they can be sold at a higher price.
Bears "sell short". Expecting the price of a stock to fall, bears borrow the stock
from their brokers and sell it at today's price. If and when the price does fall, they repurchase the stock at the lower price, return it to their brokers, and pocket the difference. The broker is paid a fee for these services.
Internal and External Funds
Most of the money used by business comes from the sale of it's products and service . Since these1 funds come from within the firm they are internal funds. The rest must come from the outside or external sources.
Internal Funds. As a firm sells it's products or services it receives money which is used to meet it's expenses. One of these expenses, depreciation, represents the cost of replacing assets (like tools, machinery and buildings) that wear out.
The funds that remain after paying expenses are firm's profits or earnings. In most instances some portion, of the profits will be retained by the business. Since it's "retained earnings" along with the sum it set aside for depreciation came from within the firm, they are known as internal funds.
External Funds. Sales do not remain constant from one season, or month or week to the next. There are times when more money comes in to a business than is needed to pay it's bills. Similarly, at other times there is not enough money coming in to cover operating costs. When this happens, there are only four things that the firm can do dip into savings, borrow, sell shares of stock (if it is a corporation) or seek additional 'capital from the owners(if lit ,is' a partnership or proprietorship), • reduce spending.
ТЕХТ6
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Business Loans
Business loans are generally classified as either short-term or long-term loans. For short-term loans, the principal (the amount borrowed) must be repaid within one year. Long-term loans mature (come due ) in more than a year. Creditors, people which make loans, expect to receive interest, payments for the use of their money, and the return of the principal (the amount loaned) at the end of a specific period of time. Interest is expressed as a percentage of the principal. Short-term loans are used to finance the everyday costs of doing business, such as payrolls, raw materials and merchandise. Long-term loans are more likely to be used to purchase equipment, buildings and other high-cost items. The most common types of short-term financing are trade credit, loans from financial institutions, and loans from investors. Long term financing is money that will be used for a year or more. Building a factory, purchasing equipment, launching a major research effort are the kinds of projects that require long-term fmancmg. The most common sources of long-term financing are retained earnings, long term loans and the sale of stocks.
Long-term loans are repaid over more than 1 year. The most common form of long-term loan is the mortgage, a loan secured by real estate (land or buildings). If the borrower fails to make payment on the mortgage, the lender may take the property.
Lexical Items
funds - фонды
internal funds – внутренние фонды
external funds – внешние фонды
depreciation - амортизационные отчисления, износ
assets – активы
to wear out – изнашиваться
ernings – прибыль
to pay bills - оплатить счета
operating costs - операционные издержки
to cover operating costs - покрывать операционные издержки
stock - акция
to reduce spending - сократить расходы
loan - заём
short-term loan - краткосрочный заем
long-term loan - долгосрочный заем
to make a loan- давать взаймы
to secure a loan by- обеспечить заем
principal - сумма займа
mature - срок платежа
interest- процент
payroll - платежная ведомость
raw materials - сырье
merchandise - торговать, товар
trade credit - кредит
to repay- выплачивать
mortgage -закладная
real estate – недвижимость
to borrow- брать взаймы
to lend - давать взаймы
to make payments - осуществить выплаты
property- собственность
Answer the questions in writing:
1. What are the two types of funds?
2. What funds come from the sale of product and services?
3. What is depreciation?
. . . ¦
4. What can the firm do if it doesn't have enough money to cover operating
costs?
5. How are business loans classified?
6. When does each type of loan mature?
7. What do we call a principle?
8. How is interest expressed?
9. What are short-term loans used for?
10. What is the most common type of long-term loan?
TEXT 7
Read for enrichment and translate it into Russian in writing
¦
The formula for calculating interest is I=P*R*T where
I = Total interest payments
P= Principal or amount borrowed
R = Annual interest rate
T=Time or length of loan in years
Suppose a bank loaned you 1000$ at 12% interest. You promise to repay the
loan in 6 month: How much money would you return when the loan come due?
In many instances business loans are discounted. This means that the interest is deducted from the amount of the loan in. advance and the borrower receives the remainder. The full amount of the loan is than returned to the lender at the date of maturity.
Контрольное задание №1
1. Прочтите текст и выполните следующие за ним упражнения:
SOLE PROPRIETORSHIP, PARTNERSHIP, CORPORATION
1. There are three forms of organization of your business. These forms are the sole proprietorship, the partnership and the corporation. Which of these forms of organization you choose depends on such questions as the size of your business, whether you are the only owner of your business or you have partners.
2. Sole Proprietorship. A sole proprietorship is the simplest organizational form. There is one owner of the business, who usually takes the title of President. So he or she can make any decision without consulting anyone. Such kinds of business are in the service industries, such as repairing shops, restaurants, etc,
3. Partnership. A partnership means that there is more than one owner to carry out business. And each partner declares his or her share of profit or loss on the personal income tax return.
There is a special type of partnership, called a limited partnership, where the limited partner is not involved in the management of the firm.
4. This form of organization is useful in such professional fields as law, insurance, and some industries, for example, oil prospecting.
But partnership has some disadvantages. Partnership business fails when one of the partners ioses his interest or disagrees with the other.
5. Corporation. A corporation is a more formal way of organization. It is established for the purpose of making profit and operated by managers. Corporation involves registration with a state department of commerce. There are some advantages, such as being able to attract financial resources, and to~
attract talented specialists and managers due to high salaries. In general, this form is economically better for business when its profit reaches a great sum of money.
2. Переведите на русский язык в письменной форме абзацы 2,3 и 5.
3. Найдите соответствующие ответы на вопросы и напишите их в той последовательности, в которой заданы вопросы:
Вопросы
1. What forms of business organization do you know?
2. What is a sole proprietorship?
3. What is a limited Partnership?
4.What is a corporation?
5.What are the advantages of a corporation?
4. Ответы
a. In this form of organization there is more than one owner, but the limited partner has no right to take part in the management of the firm.
b. It is a more formal way of organization, which is established to make profit and is operated by managers.
c. Sole proprietorship, partnership and corporation.
d. The ability to attract financial resources and to attract talented managers and specialists.
e. It is the simplest form of business organization. There is only one
owner of his or her business.
4.Найдите в нижней колонке русские эквиваленты английских
слов и словосочетании:
1. sole proprietorship
2. partnership
3. share of profit
4. income tax
5. management
6. corporation
7. advantages
8. tax advantages (benefits)
9. disadvantages 10 share of loss
11. life insurance
12. limited partnership
a. управление
b. доля потерь
c. Партнерство с ограниченной юридической ответственностью
d. страхование жизни
e. партнерство
f. недостатки
g. налог на доходы
h. льготы по налогообложению
i. доля прибыли
j. единоличное владение
к. преимущества
1. корпорация
Unit III
Business communications
Study the following:
1. Письмо-просьба
Письмо-просьба направляется с целью получения информации о заинтересовавших вас товарах, услугах или данных иного характера. Если вы впервые пишете письмо на фирму, то лучше указать, откуда вы узнали о ней и ее товарах или услугах. Письмо должно четко формулировать, какую именно информацию вы хотите получить. Например:
4 February,
2002 The Brush group Pic Duke's Court Duke Street St. James' LONDON S.W.I England
Dear Sir
We are writing to enquire about your kitchen appliances. We are particularly interested in the processing machines and blenders manufactured by your company and advertised in the latest issue of "Consumer Goods".
Could you please send us your latest catalogues and price lists for the latest models. We would appreciate if we could have them by return. We are looking forward to hearing from you soon.
Yours faithfully
Alex Wrong, Sales Manager
2. Сопроводительное письмо
Сопроводительное письмо необходимо при отправке документов, информационных или рекламных материалов и фактически представляет собой ответ на просьбу выслать такие документы. Например:
General Manager 1 st April 2002
MarGelt International Group
90/D Peregrine Tower,89 Dear Sir
We thank you for your letter of 23rd of March and are pleased to send you a copy of our latest catalogue and a price list. Should you wish to obtain more detailed information about our products , don't hesitate to contact us. We will not
Yours faithfully
J. Brown
Marketing
Enc: 1. -1 copy 1
[Catalogue-2 page
3. Информационное письмо
Информационное письмо содержит некоторое сообщение, предназначенное партнеру, и раскрывает суть конкретного дела, представляющего интерес для обеих сторон. Чаще всего такие письма пишут на этапе выполнения взаимных обязательств и информация такого письма может носить как положительный, так и отрицательный характер. Соответственно вводится такая информация фразами, выражающими отношение корреспондентов к развитию событий, а именно: удовлетворение, радость или сожаление. Очень часто в информационном письме содержится ссылка на предшествующую переписку, переговоры или запрос информации. Например:
Dear Mr Stem
Subject: Summer Tours to Greece
In reply to your letter of 2 Mar. this year we would like to inform you that our company organises 10 days and 14 days tours this summer. We enclose with this letter leaflets with detailed programmes of excursions and sightseeing and a price
list. As you will see we offer both group and individual programmes. The prices
include accommodation in a first class hotel, meals and excursions.
We would like to draw your attention to special discounts on the basic price we
offer for groups of more than 18.
We look forward to receiving your bookings. Yours sincerely
Kate Molten Manager
End.: leaflets - 5 pages
4. Иногда возникают обстоятельства, которые не позволяют вам выполнить данное раннее обещание. Бывает, что мы допускаем ошибки, за которые необходимо извиниться. Лучше всего в таких случаях, не откладывая, написать вежливое письмо и объяснить причину нарушения . Ьзя ША обязательств или допущенных ошибок, а также заверить корреспондента, что подобные ошибки не будут допущены впредь. Тон письме должен быть искренним и доброжелательным. Например:
Dear Sirs,
We thank you tor your letter of 21 November concerning operating instructions
For knitting machines.
We regret that we are unable to supply you with operating instructions and specification sheets in Russian. As you know it is our first experience of exporting knitting machines to Russia. At the moment we are taking measures to get all the necessary documentation translated into Russian as soon as possible.
We are very sorry about the inconvenience. Be assured that we shall provide you
with the papers you need as soon as they are at our disposal. Yours faithfully,
5. Письмо-подтверждение
Письмо-подтверждение направляют в двух случаях:
1) Если отправитель хочет сообщить, что им получено письмо, какие-либо информационные материалы (каталоги, прейскуранты, рекламные проспекты, и т.п.) или документы. В этом случае используется глагол (to acknowledge) в значении (подтверждать получение чего-либо, сообщать о получении чего-либо.)
The Secretary International Travel Inc. 12, High Street Detroit, Michigan 43217 USA
Annual meeting report Dear Secretary
I acknowledge with thanks receipt of the report on the annual meeting of the shareholders of International Travel Inc.
I hope it will not take me long to study it and send you back my comments to it.
Yours faithfully Anne Ralf
6. Если отправитель хочет сообщить, что предварительная дого-воренность, достигнутая в личной беседе, по телефону или на переговорах
остается в силе. В этом случае используется глагол «to confirm» в значении «подтверждать, окончательно согласовать, ратифицировать ранее достигнутые договоренности».
January 15,
2001 Mr George Frank, Marketing Manager Steels Inc. 1356, Sweet Ave. New York, N.Y. USA
Dear Mr Frank
Further to our telephone conversation about the launch of a promotion campaign of our products we are writing to confirm that we agree to start it in June after you have received all necessary samples
Yours truly
Kate Wilful, Marketing Manageress
7. МЕМОРАНДУМ
В отличие от деловых писем, которыми обмениваются деловые партнеры, работающие в разных компаниях, меморандум (memorandum или сокращенно memo), используется сотрудниками внутри одной компании. Многие фирмы, имеющие филиалы в разных странах, используют английский язык для общения внутри фирмы и ведения документации и корреспонденции.
MEMORANDUM
TO:ML> From:OM
¦
Date: 1 Anril 2000 Ret: copy machine
The copy machine in HR Dept has broken down again. This is the third time this month. Please could you arrange for the maintenance staff to look at it.
Thank you.
TFXT1
Read and translate it into Russian in writing
¦
Business Letters
Letter writing is an essential part of business communication. A check, a contract or any other business paper sent by mail should always be accompanied by a letter. The letter says what is being sent, so that the addressee should know exactly what you intended to send. It is a typical business letter called "routine".
Nowadays more and more agreements are made in English, for English is a universal business language. Joint ventures agreements, bank loans, and trademark licenses are frequently written in English.
With the appearance of electronic mail, voice mail, and faxes, good letter writing is loosing its importance: And yet, a well-written business letter can help a
lot in your business relationships. A well arranged letter will make a better impression on the reader, thus good letters make good business partners.
Business correspondence does not have to be dry and dull. In fact, the most effective business letters often touch on very personal matters, not just on money or the bottom line. Taking into account today's informational overload it is important to be short and to the point its most of your correspondence.
There are basically two types of business letters: formal business letters and informal business letters. Very often, there is a small difference between the two.
TEXT 2
Read and translate it into Russian in writing
Enquiry and Offer
Rossexport.
Dear Sirs,
We noticed your advertisements in the January issue of Textile Monthly and would very much appreciate receiving details of the "ATR" Loom We weave a wide range of products and note that your loom can use
all kinds of fibre. In your reply would you please inform us what fibres are now
being used on the machine.
Would you also inform us of the loom size, as well as all other
technical data.
We would also be interested in receiving details of price, delivery, etc., and whether or not it would be possible to see this loom weaving in the United Kingdom or Western Europe.
We look forward to hearing from you.
Yours sincerely, Stone & Co
Think and answer in writing
1. What considerations are usually taken into account when an enquiry is sent?
2. What points does an enquiry include?
3. Are enquiries usually sent to one or a few different firms?
TEXT 3
Read and translate it into Russian in writing
Dear Sirs, March 5,
Following upon the telephone call from Mr Harold Mersman, we are
very-interested in selling lubricator units 1.
Our company is the largest supplier of this type of equipment to the
Automotive Industry. Our main manufacturing plant for this type of equipment
is located here in the USA in Killery, Maine. We also have manufacturintg in
Canada, England and Japan.
Enclosed is a copy of our general catalogue which describes our
products and a price-list. As can be seen from the enclosed price-list, our prices
competitive. In addition we are prepared to negotiate trade discounts based on
volume, terms and social conditions.
We would be happy to visit with you to answer any questions you oi your colleagues may have concerning our products.
Very truly yours Green & Co
Note:
1. lubricator unit - смазочный аппарат
Answer the questions:
1. Do offers usually contain an element of advertising?
2. What factors determine a discount?
TEXT 4
¦
Read and translate it into Russian in writing
Invitation
International Hotel Exhibition Olympia, 10 th of April
London
Dear Sirs,
I have much pleasure in inviting you to participate in our comin Hotelympia which is organized by two leading trade journals. This exhibitioi international in scope and character, showing the latest achievements in the fiel of hotel equipment, is presented every two years. This year will mark the tent anniversary and the celebrating ceremony will be held on the opening da.] Exhibits arrivins from manv Euronean countries will be on disnlav in Olvrrmi; London between 14-21 January,...
I hope you will consider that this exhibition is of special interest i different of industry in your country. We are enclosing a booklet informing yo of the exhibition schedule.
Yours sincerely, Blake & Co
Answer the following questions in written form:
1 When will the coming Hotelympia take place?
2. Who are the organizers of the exhibition?
3. What exhibits will be shown at Hotelympia?
4. What ceremony will be held on the opening day?
5. What booklet is enclosed with the letter?
Контрольное задание 1
1. Study the following:
Составление любого делового письма на английском языке подчиняется общим правилам:
• Весь текст разделяется на абзацы без использования красной строки. •В верхнем левом углу письма указывается полное имя отправителя
или название компании с адресом.
• Далее указывается имя адресата и название компании, которой письмо предназначено, а также ее адрес (с новой строки).
•Дата отправления указывается тремя строками ниже или в верхнем правом углу письма.
• Основной текст должен быть помещен в центральной части письма.
• Главная мысль письма может наминаться с причины обращения: "I агп writing to you to ..."
• Обычно письмо заканчивается высказыванием благодарности ("Thank you for your prompt help...") и приветствием "Yours sincerely," если нет.
• Четырьмя строками ниже ставится полное имя автора и должность.
• Подпись автора ставится между приветствием и именем.
• Образец делового письма на английском :
2. Read the letter and translate it into Russian
• Подпись автора ставится между приветствием и именем.
• Образец делового письма на английском :
2. Read the letter and translate it into Russian
Mr Nikolay Roshin
ABC-company
Office 2002, Entrance IB
Tverskava Street
Moscow
RUSSIA 20 June 2001
Dear Nikolay,
I'm writing to you in regard of your enquiry. Please find enclosed о information pack which contains our brochures and general details on о schools and summer centres.
In England we have two schools, Brighton and Bath, both beautiful locations which I am sure you and your students will like. Our schools are located in attractive premises in convenient, central positions. Brighton is clean and safe town with a beautiful bay and countryside nearby. Bath is on of the most famous historic cities in England, famous for its Georgian architecture and Roman Baths.
Accommodation is provided in host families chosen for the ability t provide comfortable homes, a friendly welcome and a suitable environment in which students can practice English and enjoy their stay. We have full-time Activities Organizers responsible for sports, cultural activities and weekly excursions.
Please complete and return the enclosed registration form in order receive more brochures and other promotional materials.
I look forward to hearing from you and later hope to welcome your students to our schools and summer centers.
3. Write letters on the following
topics:
1. You have received a telephone bill from the telephone company for
long-distance calls you didn't make. Write the letter of complaint
asking them to check the bill.
2. You were present the Trade Exhibition and saw a good range of kids
rubber boots. Your firm would like to buy them. Write a letter to the
manufacturer.
4. Подберите русские соответствия английским выражениям из
приведенных ниже:
1. We have the honour to invite you.
2. Allow us to invite vou .
3. It would give us great pleasure if you could visit...
4. We would like to invite you to
5. Many thanks for your invitation
6.We would be grateful (to you) if you could visit...
7. We thank you for your invitation
8. We are pleased to accept your invitation ...
9. We regret we cannot accept..
10. We are very grateful for your kind invitation ...
11. Unfortunately we are unable to accept your invitation
12. 12Unfortunately we are unable to accept your invitation
А.Большое спасибо за Ваше приглашение
Б. сожалению, мы не сможем принять Ваше приглашение
В.Приглашаем вас
Г. Нам приятно принять ваше приглашение
Д. Имеем честь пригласить Вас
Е.Разрешите пригласить Вас
Ж.К сожалению, мы не сможем принять
З. Мы были бы признательны Вам, если бы Вы смогли посетить
И.Нам было бы очень приятно, если бы Вы смогли посетить
К. Мы очень признательны за Ваше любезное приглашение
Л. Благодарим за Ваше приглашение
М.Нам приятно принять ваше приглашение
Эта контрольная работа по английскому языку довольно большая. Она включает множество заданий. Контрольная создана для тех, кто изучает маркетинг в вузах.
