МІНІСТЕРСТВО ОСВІТИ ТА НАУКИ УКРАЇНИ
Київський національний економічний університет
Криворізький економічний інститут
до вивчення усних розмовних тем
з ділової англійської мови
для студентів IV курсу фаху “Міжнародна економіка”
Кривий Ріг 2003
Методичні вказівки до вивчення усних розмовних тем з англійської мови для студентів курсу фаху МЕ. Кривий Ріг, КЕІ КНЕУ. 2003р.,- 55 с.
Авторський колектив:ст. вик. Братанич О.Г.
викл. Дмитрієв Д.Ю.
викл. Бреддік Дж.
Студенти 4 курсу:
За заг. редакцією: завідувача кафедри, д.п.н., проф. Скидана С.О.
Рецензент: к.п.н., доцент Соловйова Н.Д.
Відповідальний за випуск: проф. Скидан С.О.
In using the textual material one should at the outset carefully read and try to understand, using the dictionary where necessary. One should not try to translate every sentence into Russian rather one should try to understand the situation in which various expressions are used as well as to pay attention to the context. However, instances which the author considers hard to understand are pointed out. Having understood the meaning of an expression related to the topic the student learns it completely by heart with the articles, prepositions, verb forms and so on.
In order to use a word, its form must first be learned; and making the new word part of one's vocabulary may require a great deal of practice to gain fluency in speech and rapid understanding. The emphasis therefore, should be on learning to use words rather than merely on grasping their meaning. One bit of general advice: fluency in language depends to a very large degree on the expression model that one may be able to think of in a specific situation. Sentence or utterances that one has learnt in connection with a specific situation are likely to suggest themselves again as models if you are in similar situation.
Sentences and utterances learned without being associated with anything are not likely to occur to you again. It is thus quite helpful and important to learn to associate utterances with situation.
One should, of course, get into the habit of thinking of possible foreign language utterances in situations in which one may find oneself.
marketing a). the theory or practice of presenting, advertising and selling things; b). the division of a company that does this. provide to make smth available for smb to use by giving or lending it. utility - the quality of being useful possession the state of having, owning or controlling smth. need circumstances in which smth is lacking on necessary, or which require smth to be done; a necessity. anticipate to what is going to happen or what will need to be done and take action to prepare for it in advance. function a special activity or purpose of a person or thing. purchase the action or process of buying smth. flow the flowing movement of smth; a continuous stream of smth. accomplish to succeed in doing smth; to complete smth. successfully; to achieve smth.
WHAT IS MARKETING?
оral conversational topic еnglish text
When asked to define marketing, most people will say "to advertise a product" or "to sell a good". It's true that selling and advertising are parts of marketing, but there is much more. Marketing provides utility or the value that comes from satisfying human needs. Consumers use utility in many different circumstances in their everyday lives. For instance, we have the right to possess a product or service in exchange for money, which is called possession utility. Also, consumers use utility when they can buy a product or service when they want it, and also at a location where they would like to buy it. The former is called time utility and the latter is referred to as place utility. Production helps us to differentiate between what consumers want by providing form utility or a product produced, and task utility or a service given. Simply put, marketing provides time, place, and possession utility, and guides decisions about what goods and services should be produced to provide form utility and task utility. There are basically two different variants to defining marketing. Micro-marketing focuses on activities performed by an individual organization, and macro-marketing focuses on the economic welfare of a whole society. Both are important when trying to understand what is marketing. The first, micro-marketing, is the performance of activities that seek to accomplish an organization's objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client. Let's take a look at this definition. To begin with, marketing applies to both profit and non-profit organizations. All organizations have some kind or "audience" or "market" that they are trying to satisfy. The point is that all organizations need to practice good marketing techniques to accomplish their objectives and reach their goals. Furthermore, a very important goal of marketing is to identify customers' needs, and meet those needs the best way that organization knows how. If the marketing function has done this, than the product or service will assuredly sell itself In addition, marketing should focus on those needs that were identified, not with production. Marketing should anticipate those needs, and then determine the products or services to be developed. While this sounds like the marketing function leads business activity, this is false. Marketing should direct, not lead other business functions such as accounting, production, and financial activities toward the overall goals of the firm. Finally and most importantly, marketing builds a relationship with customers. A purchase does not mean the end of marketing related activities, on the contrary, it is only the beginning to a long, lasting relationship with customer, and should always look for ways to keep a customer coming back. As all marketers know and understand, it is easier and less costly to keep a customer once they have them, than it is to find them in the first place. This is why relationship marketing is so important. The second, macro-marketing, is a social process that directs an economy's flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes the objectives of society. Here the emphasis is on the whole system, not the individual organization. Different producers in a society have different objectives, resources, and skills. Likewise, not all consumers share the same needs, preferences, and wealth. So, macro-marketing effectively helps to match supply differences with demand differences, while trying to accomplish a society's objectives. Thus, we can say marketing has two different definitions, dealing with two different levels of the economy.
- What kind of utility do you know?
- What is the difference between micro- and macro- marketing?
- What is included in definition “marketing”?
- What goal of marketing can you call as a very important one?
- How does marketing build a relationship with customers?
- How do both micro- and macro- marketing connect with two levels of economy?
- What other business functions should marketing direct?
- How could the producers foresee the consumers needs?
- What is the main goal of marketing as a whole?
marketing concept an idea for a product, especially a new one marketing orientation when a business concentrates on designing and selling products that satisfy customer needs in order to be profitable production-oriented business when a business bases its ability to make profits on the high quality of its product, rather than on customers needs customer satisfaction a feeling of happiness or pleasure with what customer has got or what customer achieved bottom-line the figure showing a companys total profit or loss trade-off a balance between two situations in order to get an acceptable result
What does the marketing concept mean? Simply put, it means that an organization aims all its efforts at satisfying its customers to achieve profit. Without satisfied customers, a company is without money, and is bankrupt. While this concept seems rather simple, it has not always been applied. This implies a production-oriented business or making whatever products are easy to produce and then trying to sell them. Firms interested in this method think of customers existing to buy the firm's output rather than of firms existing to serve customers and the needs of society. On the other hand, well-managed firms have replaced this production orientation with a marketing orientation. This means trying to carry out the marketing concept. Instead of just trying to get customers to buy what the firm has produced, a marketing-oriented firm tries to offer customers what t