- •Unit l Definition of Management
- •I. Translate into Russian.
- •II. Find the English equivalents.
- •III. Fill in the blanks.
- •IV. Translate into English.
- •V. Answer the questions.
- •VI. Speak on the following.
- •VII. Read and translate this newspaper article.
- •VIII. Questions and assignments (задания).
- •Unit 2 Levels and Areas of Management
- •I. Translate into Russian.
- •II. Find the English equivalents.
- •III. Fill in each blank with a suitable word or word combination,
- •IV. Translate into English,
- •V. Answer the questions.
- •VI. Speak on the following.
- •Unit 3 Management Skills
- •I. Translate these words and word combinations.
- •II. Find the English equivalents for the following.
- •IV. Translate into English.
- •Unit 4 The Basis of Financial Management
- •I. Translate into Russian.
- •II. Find the English equivalents.
- •III. Fill in the blanks.
- •IV. Translate into English in a written form.
- •V. Questions and assignments.
- •VI. Make up a written abstract (краткое изложение) of the text.
- •VII. Retell the prepared abstract. Unit 5. Outside Sources of Financing
- •I. Translate into Russian.
- •II. Find the English equivalents.
- •III. Fill in the blanks.
- •IV. Translate into English.
- •V. Answer the questions.
- •VI. Make up a written abstract of the above text.
- •VII. Retell the prepared abstract. Unit 6 Sources of Unsecured Financing
- •I. Translate into Russian.
- •II. Find the English equivalents.
- •III. Fill in each blank with a suitable word or word combination.
- •IV. Translate into English.
- •VI. Make up a written abstract of the above text.
- •VII. Retell the prepared abstract. Unit 7 Accounting
- •1. General definition of accounting
- •2. The basis for the accounting process
- •3. A balance sheet
- •4. An income statement
- •5. The importance of the above two statements
- •I. Translate into Russian,
- •II. Find the English equivalents.
- •III. Fill in the blanks.
- •IV. Translate into English.
- •V. Questions and assignments.
- •VI. Read and translate this newspaper advertisement.
- •Investment Banking
- •VII. Answer the questions.
- •Unit 8 Operations Management
- •I. Translate into Russian.
- •II. Find the English equivalents.
- •III. Fill in each blank with a suitable word or word combination.
- •V. Questions and assignments.
- •Unit 9 Marketing
- •1. Generalities
- •2. A marketing mix
- •3. A marketing strategy
- •I. Translate into Russian.
- •II. Find the English equivalents.
- •III. Fill in the blanks.
- •IV. Translate into English.
- •V. Questions and assignments.
- •VII. Read and translate this newspaper article.
- •Risk Management
- •I. Translate into Russian.
- •II. Find the English equivalents.
- •III. Fill in the blanks.
- •IV. Answer the questions.
- •VI. Read and translate.
- •VII. Retell the above text.
- •VIII. Read and translate this newspaper advertisement.
- •IX. Speak in short on the advertisment according to the following scheme (план).
- •I. Translate into Russian.
- •II. Find the English equivalents.
- •IV. Translate into English.
- •V. Questions and assignments.
- •VI. Make up a written abstract of the above text.
- •VII. Retell the text according to your abstract.
- •VIII. Read and translate this article.
- •IX. Answer the questions.
- •I. Translate into Russian.
- •II. Find the English equivalents.
- •III. Fill the blanks.
- •IV. Translate into English.
- •V. Imagine (представьте себе) you are applying for a job. Translate the questions and try to find proper answers to the questions of an "interviewer".
- •VI. Read and translate this newspaper article.
- •Illegible writing and long letters won't get you an interview
- •VII. Questions and assignments.
- •VIII. Describe the best application letter and its contents (содержание) using the words and sentences from the text.
- •IX. Read and translate.
- •X. Answer the questions.
- •XI. Read and translate this application and curriculum vitae.
- •XII. Answer the questions.
- •XIII. Memorize these phrases.
- •XIV. Write an application by using the above phrases. Unit 13
- •1. Definition of motivation
- •2. Scientific theories of motivation
- •3. Hierarchy of needs
- •I. Translate into Russian.
- •II. Find the English equivalents.
- •III. Fill in the blanks.
- •IV. Translate into English.
- •V. Agree or disagree with these statements. Use the following phrases.
- •VI. Questions and assignments.
- •VIII. Read and translate this newspaper article.
- •IX. Questions and assignments.
- •I. Translate into Russian.
- •II. Find the English equivalents.
- •III. Fill in the blanks.
- •IV. Translate into English.
- •V. Questions and assignments.
- •VI. Find in the text and write out.
- •VII. Speak on ethical behaviour of an ideal manager, and the rules of etiquette he/she should stick to (придерживаться).
- •Read and translate.
Unit 9 Marketing
1. Generalities
One of the areas of management is marketing. Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
Marketing makes products available where customers want them by transferring the ownership of products to buyers. The entire business organization is involved in a dual process of satisfying customer needs and achieving organizational goals.
Implementation of marketing concept begins and ends with marketing information about customers—first to determine what customers need, and later to evaluate how well the firm is meeting
tose needs. A market consists of people with their needs, the ability to buy, id the desire and ability to sell. Markets are classified as consumer and industrial markets.
2. A marketing mix
A business firm controls four important elements of marketing which are called a marketing mix.
A firm's marketing mix is the combination of the product, the price of the product, the means for its distribution, and the promotion of the product to reach a firm's target market.
A firm can vary its marketing mix by changing any one or more of these ingredients. Thus a firm may use one marketing mix to reach one target market and a second, somewhat different marketing mix, to reach another target market. For example, most automakers produce several different types of vehicles and aim them at different market segments based on age and income.
1) The product ingredient of the marketing mix includes decisions about the product's design, brand name, packaging, warranties, and the like.
2) The pricing ingredient includes both base prices and discounts of various kinds. Pricing decisions are intended to achieve particular goals, such as to maximize profit or even to make room for new models. The rebates offered by automobile manufacturers are a pricing strategy developed to boost low auto sales.
3) The distribution ingredient involves not only transportation and storage but also the selection of intermediaries.
4) The promotion ingredient focuses on providing information to target markets. The major forms of promotion include advertising and publicity.
The "ingredients" of the marketing mix are controllable elements. A firm can vary each of them to suit its organizational goals, marketing goals, and target markets.
3. A marketing strategy
A marketing strategy is a plan for the best use of an organization 's resources to reach its objectives. Developing a marketing strategy involves selecting and analyzing a target market and creating and maintaining a marketing mix that will satisfy that market.
A target market is chosen through the market segmentation approach. A market segment is a group of individuals or organizations within a market that have similar characteristics and needs. The market segmentation approach directs a marketing mix at a segment of a market.
Market measurement and sales forecasting are used to estimate sales potential and predict product sales in specific market segments. Strategies are then monitored and evaluated through marketing research and marketing information system, which stores and processes internal and external data in a form suitable for marketing decision making.
Exercises