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18. Put questions to the sentences. Try not to repeat the questions from ex. 15.

1. COM improves innovation and marketing effectiveness. 2. An enterprise can enter into a competitive process “for the market”. 3. Commercial and financial outcomes are of great importance for any enterprise. 4. The integration of some functional areas is important. 5. A Commercial Operation Management solution usually integrates with other enterprise solutions like ERP, CRM and ECM.

  1. Write a summary of the text. Speaking

20. Work with your desk-mate. Review the information about Commercial Operation Management and talk to your partner following the flow chart below.

Partner 1 Partner 2

21. Look through the short passage given below and make up a dialogue trying to develop the idea.

Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Rapidly emerging forces of globalization have compelled firms or market beyond the borders of their home country making International Marketing highly significant and an integral part of a firm's marketing strategy. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand. In part, this is because the role of a marketing manager can vary significantly based on a business' size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product.

Traditionally, marketing analysis was structured into three areas: Customer analysis, Company analysis, and Competitor analysis (so-called "3Cs" analysis). More recently, it has become fashionable in some marketing circles to divide these further into certain five "Cs": Customer analysis, Company analysis, Collaborator analysis, Competitor analysis, and analysis of the industry Context.

22. Make groups of three or four and prepare an ms PowerPoint presentation on the topic “Commercial Operation Management”. Unit 12. The art of delegation

Vocabulary

  1. Read and remember the following words and word-combinations:

1. to dump – выбрасывать, сваливать

2. subordinate – подчиненный, низший по чину, второстепенный

3. authority –власть, полномочие, авторитет, достоверный источник

4. discretion – осмотрительность, благоразумие, усмотрение, полномочия

5. relevant – относящийся к делу, уместный

6. rapid access – быстрый доступ

7. flow of information – поток информации

8. staggered development – дифференцированное развитие

9. outcome – результат, исход, последствие

10. to delegate – делегировать, передавать полномочие, поручать работу

11. to relinquish – оставлять, сдавать

12. remainder – остаток, остальные (pl.)

13. negotiation – обсуждение, переговоры

14. praise – похвала

15. reprimand – выговор, замечание

16. promotion – продвижение, повышение, поощрение, поддержка, содействие