The marketing environment
I. Переведите текст на русский язык.
The marketing environment
Managing the marketing function would be hard enough if the marketer had to deal only with the controllable marketing-mix variables. But the company operates in a complex marketing environment consisting of uncontrollable forces to which it must adapt. The environment produces both threats and opportunities. The company must carefully analyze its environment so that it can avoid the threats and take advantage of the opportunities.
Companies may think that they have few opportunities, but this belief shows a failure to think strategically about what business they are in and what strengths they have.
Every company faces many opportunities. Companies can search for new opportunities casually or systematically. Many companies find new ideas by simply keeping their eyes and ears open to the changing marketplace. Other organizations use formal methods for analyzing the marketing environment.
Not all opportunities are right for the company. A marketing opportunity must fit the company's objectives and resources. Thus personal computers arc an attractive industry, but not for every company. For example, we sense that personal computers would not be right for McDonald's. McDonald's seeks a high level of sales, growth, and profits from the fast-food business. And even though McDonald's has very large resources, it lacks the technical know-how, industrial marketing experience, and special distribution channels needed to successfully sell personal computers.
The company’s marketing environment includes forces close to the company that cfFect its ability to serve its consumers, such as other company departments, channel members, suppliers, competitors, and publics. It also includes broader demographic-economic forces, political-legal forces, technological-ecological forces, and social-cultural forces. The company must consider all of these factors and forces when developing and positioning its offer to the target market.
II. Определите, к каким частям речи относятся слова, затем переведите слова.
Bonded goods, downtime index, know-how information, portfolio investor, outstanding issue, keep up-to-date, lack of funds, leasing of exhibition grounds, confirmation letter, yield of advance, price maintenance, day-to-day management, personnel management, work measurement, sales outlet.
III. Перевести предложения на русский язык, обращая внимание на инфинитивные обороты и инфинитив в различных функциях.
1 Many organizations are known to use formal methods analyzing the marketing function.
2 Personal computers to be bought are not cheap, but the company will profit from business.
3 Many companies known have dropped these formal methods to use more customized strategic planning approach better suited to their companies’ situation.
IV. Перепишите предложения и переведите их на русский язык, подчеркните причастие и определите функции каждого из них.
1. The instructions being right, the computer solves problems easily.
2. Personal computers being used for many purposes, scientists must improve their characteristics.
3. The model being chosen by a consumer should not represent the only model produced.
4. Many workers from declining industries are unlikely to be employed again, particularly those over age 45.
5. Some very complicated models are investigated in the present paper.
V. Перепишите предложения и переведите их на русский язык, обращая внимание на условные предложения.
1. If the company had developed a proper marketing program it would have served its own funds.
2. I should have done the translation if I had had a good dictionary.
3. The employees would not have gone on strike if the company had improved their pension scheme.
4. He won't finish his work in time, unless he works hard.
5. If I had bought more shares I would be rich.
VI. Перепишите предложения, раскройте скобки и употребите соответствующее время.
1. Ann is sitting on the ground. She's out of breath, (she/run).
2. Where’s my bag? I left it under this chair, (somebody/take/it)
3. We were all surprised when Jenny and Andy got married last year. (they/only/know/each other/a few weeks)
4. It’s still raining. I wish it would stop. (it/rain/all day)
5. Suddenly I woke up. I was confused and didn't know where I was. (I/dream)
6. I wasn't hungry at lunchtime so I didn't have anything to eat. (I/have/a big breakfast)
7. I (be).... There at 6.00 unless 9.
8. As long as you (leave).............. now, you (catch)…the train.
9. I............. (come)................................. and collect you as long as you (phone) me first.
10. What…you.... of Stephen Spielberg's latest film? (think)
11. You are day-dreaming? What... you…about? (think)
VII. Сделайте аннотацию текста, используя следующие и фразы:
Сообщается о...
Подробно говорится...
Особое внимание уделяется...
В заключение автор сообщает...
English as a world language
Today, when English is one of the major languages in the world, it requires an effort of the imagination to realize that this is a relatively recent thing - that in Shakespeare’s time, for example, only a few million people spoke English, and the language was not thought to be very important by the other nations of Europe, and was unknown to the rest of the world.
English has become a world language because of its establishment as a mother tongue outside England, in all the continents of the world. This exporting of English began in the seventeenth century, with the first settlements in North America. Above all it is the great growth of population in the United States, assisted by massive immigration in the nineteenth and twentieth centuries, that has given the English language its present standing in the world.
People who speak English fall into one of three groups: those who have learned it as their native language; those who have learned it as a second language in a society that is mainly bilingual; and those who are forced to use it for a practical purpose - administrative, professional or educational. One person in seven of the world's entire population belongs to one of these three groups. Incredibly enough, 75% of the world's mail and 60% of the world's telephone calls are in English.
Контрольная включает задание на перевод экономического текста с английского языка на русский язык.
