Vocabulary notes

direct marketing – прямой маркетинг

recipient – получатель, реципиент

nonretail sales vehicle – механизм (движущая сила) нерозничной торговли

direct mail – почтовая реклама

telemarketing – телемаркетинг (телефонный маркетинг)

infomercial – «информативная реклама»: телереклама в виде

получасового рекламного ролика, оформленного в виде

информационной программы

electronic media – электронные средства массовой информации

catalog sales – продажи по каталогам

pamphlet – брошюра, технический проспект

flyer – рекламный листок

prospects – предполагаемые клиенты, покупатели

break down – классифицировать, подразделять

outbound telemarketing – телефонный маркетинг, когда все звонки для

потенциальных покупателей входящие

cold call – телефонный разговор с потенциальным клиентом без

предварительной договорённости, с целью продать что-либо

inbound telemarketing – телефонный маркетинг с исходящими от

покупателей звонками-заказами

gadget – техническая новинка; Ab gadget – спортивный тренажёр “Ab”

do sit-ups – делать упражнения для развития мышц живота, «качать

пресс»

rack – (зд) сорвать куш

sales medium – способ, метод продажи

infancy – (зд) период становления, ранняя стадия развития

ship – отправлять

out of date – устарелый

switch to smth – переходить, переключаться на что-л

cybermall – виртуальный молл ( огромный торговый комплекс,

объединяющий множество магазинов)

virtual storefront – виртуальный магазин с витринами товаров

physical counterpart – материальная копия

“walk-in” traffic – (зд) хождение по магазину в поисках нужного товара

call in one's order – (зд) сделать заказ

TEXT 16

SOCIAL RESPONSIBILITY VERSUS PROFITS

Despite the progress that has been made, many people say that U.S. businesses should do much more for society. A recent Business Week / Harris poll found that 95 percent of adults reject the notion that a corporation’s only role is to make money. Seventy-six percent say that if price and quality are equal, they would be likely to switch brands and retailers to support socially responsible companies. Successful businesses pay attention to the concerns of their customers. Fifty-eight percent of the executives now agree that corporations have a responsibility to address social issues. In addition, an increasing number of firms are adding social responsibility to their list of corporate goals.

Many experts are demonstrating that socially responsible actions can actually contribute to a company’s profits. Amory Lovins, co-founder of the Rocky Mountain Institute (RMI), a resource policy center that helps businesses operate more efficiently, has been a consultant for some of the biggest names in business and government. He says that using resources efficiently reduces overhead expenses and saves the company money. Moreover, a study by researchers at Vanderbilt University found that 80 percent of the time, low-polluting companies perform better financially than high-polluting companies.

Businesses are also finding that writing checks to charitable organizations does not have to cut into profits. As president and CEO of Liberty Bank and Trust in New Orleans, Alden J. McDonald Jr. feels that his company is “doing well by doing good.” McDonald recognizes that his bank’s success is contingent on the success of the community it serves. Therefore, the bank invests portions of its marketing budget in helping to solve community problems. Each time a project is successful, the bank receives lots of favorable publicity, which generates many new customers. Likewise, Shell Oil CEO Philip Carroll suggests that encouraging employees to volunteer for causes, both on company time and on their own time, makes them more productive.

Just how much money does it take for a business to be socially responsible? On the other hand, how much can a business save? The answer is unclear, because no single source of information exists on business’s expenditures for socially desirable activities. Although such activities are welcomed by many stakeholders, including shareholders, companies do not have unlimited resources. Deciding how much money to spend on upgrading facilities and equipment, developing new products, marketing existing products, rewarding employee efforts, and contributing to social causes is a juggling act that every business faces.