- •Предисловие
- •What economics is
- •What is Economics?
- •2. Micro- and macroeconomics
- •Microeconomics and macroeconomics
- •Learn the vocabulary:
- •1. Traditional economies
- •Traditional economies
- •2. Command (planned) economies
- •Planned economies
- •3. Market economies
- •Market economies
- •4. Mixed economies
- •Mixed economies
- •Ex. 7. A) Check your grammar:
- •The role of government in the economy
- •The Role of Government in the Economy.
- •Ex. 7. Translate into English:
- •Equilibrium Point
- •Inflation
- •Cost – push inflation
- •Ex. 3. Give English equivalents to the following:
- •Ex. 5. Fill in the gaps with the words and expressions from the text:
- •Ex. 6. Change the conditional sentences (real) into unreal
- •Ex. 8. Read and translate the text: The issue of recession versus inflation
- •Pressures Influencing Ethical Decision Making
- •Encouraging Ethical Behavior
- •Learn the vocabulary:
- •II. Understanding business finance
- •What is Finance?
- •If necessary:
- •Functions of money
- •Bank organization
- •3. Stock exchange
- •Stock Exchange
- •Ex. 2. Read and translate the text: Definition of Management
- •Levels and areas of management
- •1. Levels of Management
- •2. Areas of management
- •Management Skills
- •Learn the vocabulary
- •What is accounting?
- •The accounting systems
- •Accounting Versus Bookkeeping
- •1. Learning about marketing
- •Ex. 2. Read and translate the text: Learning about marketing
- •Ex. 3. Give English equivalents to the following:
- •Ex. 5. Number the steps of marketing process:
- •Ex. 6. Form gerunds from the verbs below and put them into the gaps:
- •Ex. 7. Fill in the gaps with the correct modal verbs given below:
- •1. Certain conditions … be met before an exchange … take place.
- •Learn the vocabulary:
- •2. The marketing strategy process Ex. 1. Learn the pronunciation of the following words:
- •Ex. 3. Fill in the gaps with the words from the text:
- •4. Promotional mix
- •Что такое Promotion?
- •5. Check your knowledge of marketing
- •Commerce Ex. 1. Learn the pronunciation:
- •Ex. 2. Read and translate the text Trade
- •III. Some facts of business life
- •Starbucks
- •II. Nike
- •III. The internet sells its soul
- •IV. Tiny machines, giant market
- •Southwest Airlines
- •VII. Brand wars
- •Own-Label Products
- •Lookalike Coke
- •VIII. If the price is right…
- •IX. Looking after the twenty percent
- •X. Bright ideas
- •XI. The lateral thinker
- •XII. Boardroom culture clash
- •XIII. Made in japan
- •4. Total Quality Management means scrapping products which do not come up to the required standard.
- •XIV. She's the boss
- •XV. Managing the planet
- •XVI. Credit out of control
- •Instant access
- •Библиографический список:
- •Contents
III. The internet sells its soul
Read and translate the article:
WHEN times are tough, commercial realities bite hard. Internet users are increasingly being asked to pay for information, music and other services. Advertisers, too, have grown more demanding. As a result, the Internet isbeing transformed, from a vast repository of mostly free content into a commercial cauldron in which almost everything is available only at a price.
Even Internet search-terms are up for sale, as advertisers bid to push their sites up to the top of search-engine listings. As if to confirm the trend, Yahoo! has just announced that its revised privacy rules will allow it to exploit users' personal information to market its own and business partners' products and services-unless users take the trouble to opt out by ticking a long list of preferences.
In retrospect, more aggressive commercialisation of the Internet was inevitable. As the many dotcoms that have already gone bust discovered, making money on the web is not easy-especially from advertising. Yahoo! might be a giant Internet portal with more than 23om users, but it is now desperately trying to reduce its reliance on ad revenues by providing new paid-for services and content. Last week, the firm posted its sixth consecutive quarterly loss. If its users do not go to a special site in the next 60 days to change their preferences, they are likely to be barraged by e-mail, telephone calls and other direct-marketing material.
Yahoo! says that its sales pitches will be restrained. It plans only to e-mail and call target groups of users on advertisers' behalf. But other portals have already gone further and are renting their customer lists directly to advertisers.
This has resulted in a new flood of intrusive advertising, which is beginning to irritate many users. A new business is growing up to provide software that blocks Internet ads. A program called Smasher, for instance, claims to stop pop-up ads and to remove from pcs the "cookies" (in effect, electronic name-tags) that advertisers and websites plant on to a user's machine to monitor the use of their ads.
If the Internet has a soul, it is the vast pool of information that people can explore, usually using a free search-engine. Now, even search-engines have become vehicles for marketing products and gathering information on users. Somebody using the term "digital cameras", for instance, is probably interested in photography and may be on a shopping expedition. Many search-engine sites are now auctioning such search-terms. The more companies are prepared to pay, the higher their web-sites will appear in the results.
The pioneer of paid listings is Overture, a California firm that has built a profitable business from a string of partnerships with sites such as AltaVista, aol and Yahoo! Advertisers are now paying around 60 cents for every user clicking on their link, so as to get towards the top of the listing for digital cameras. The idea behind such paid listings is spreading fast. Overture, however, is now suing Google, one of the Internet's most popular search-engines, alleging that Google's own recently launched system for auctioning keywords infringes an Overture patent. Google de-nies this.
Although the Internet's growing commercialisation is unlikely to slow down any time soon, it is still far from clear what the best business models should be. On the face of it, aggressive, in-your-face advertising seems to work. Advertisers say that their "click-through" rates—the percentage of visitors to a website who click on an ad-is greatly increased by the use of pop-up ads rather than stationary "banner" ads. But many people may be clicking accidentally as they struggle to get rid of such ads. Some sites have become virtually unviewable because of the mass of advertising directed at anyone who visits.
If users do not want to be hounded by advertising, they may have to consider something that most have so far been loth to do: paying subscriptions for their favourite sites, just as they do for newspapers, magazines or cable-TV channels. Already, companies are charging for e-mail services that were once free. The Internet may be a mould-breaking new medium but, as with all that came before it, somebody has to pay-and that usually means, one way or another, users.
Give a summary of the article.