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УЧРЕЖДЕНИЕ ОБРАЗОВАНИЯ
ВИТЕБСК
2012
УДК 802.0:339.138
3
Lesson 1
I. Words to remember:
Do small firms really need to concern themselves with marketing? Yes, indeed.
Without proper attention to marketing, a small business is doomed to failure or at
least poor results.
Some people believe that marketing is just a fancy name for selling. Companies
that used to have sales managers now have directors of marketing. But marketing is
not another of the new techniques invented by the management experts.
Whether we like it or not, we cannot afford to stand still in a rapidly changing
world. We must move with the times.
So it makes sense for the manager of a small firm to ask himself not “What can I
make and sell?” but “What do customers want to buy now and what will they want to
buy in the future?”
Lesson 2
I. Words to remember:
1) profit (n) – 1) выгода, польза; 2) pl. – прибыль, доход;
profitable – прибыльный, доходный;
2) to produce – производить;
product (n) – продукт, товар;
production (n) – производство;
3) to employ – 1) нанимать (на работу); 2) употреблять, применять;
employer (n) – работодатель;
employee (n) – служащий;
4) market research department – отдел по исследованию рынка;
5) to cost – 1) стоить; 2) назначать цену;
cost (n) – 1) цена, стоимость; 2) pl. – издержки;
6) expensive – дорогой, дорогостоящий;
expenses (обычно pl.) – трата, расход;
7) to compete – конкурировать;
competitor (n) – конкурент;
competition (n) – конкуренция;
8) charge – цена; pl. – расходы, издержки;
free of charge – бесплатно;
9) sum (n) – сумма;
10) to dispose – размещать (товар и т. д.);
11) stock (n) – 1) ассортимент; 2) акционерный капитал, основной капитал,
запас акции.
The difference between selling and marketing is that selling is concerned with
disposing of the product you already have in stock (or are currently making or
buying) whereas marketing takes a much wider view and means planning ahead for a
profitable future. Marketing includes selling, but selling alone is not enough.
Many large firms recognise the importance of marketing and accordingly they
employ marketing specialists. They have market research departments and product
development sections. They study the trends, invent new materials, devise better
processes and try to keep one step ahead of their competitors.
The giant companies spend vast sums of money on these activites, which have a
high element of risk. Despite all their efforts, many new products fail Nevertheless,
the big firm must try to keep abreast of the times by spending heavily for the future.
Fortunately for small firms, good marketing is not just an expensive toy for the
rich. It can cost very little, especially if you know where to obtain information and
advice, free of charge or at modest charges.
I. Words to remember:
1) to define – определять;
2) to serve – 1) служить; 2) обслуживать;
service (n) – 1) услуга; 2) служба; 3) обслуживание, сервис;
3) to manufacture – производить;
manufacture (n) – производство;
manufacturer (n) – 1) производитель; 2) промышленник;
4) to supply – 1) поставлять; 2) снабжать;
supply (n) – 1) снабжение, поставка; 2) pl. – припасы; 3) запас;
supplier (n) – поставщик;
5) goods (n) – товары;
6) to own – владеть;
owner (n) – владелец, собственник;
owner shop (n) – собственность;
7) to contract [kәn'trækt] – сокращать(ся);
contract (n) ['kƆ ntrækt] – контракт, договор;
8) trade (n) – 1) ремесло, занятие, профессия; 2) торговля;
9) need (n) – нужда, потребность;
10) to expand – 1) расширять(ся); 2) увеличивать(ся).
At first sight this may seem a ridiculous question. You are in engineering,
woodworking, greengrocery, the restaurant business, etc. Surely, every businessman
knows what business he is in – or does he?
The conventional answers to this question tend to define the business in terms of
its technology or products or services. The right answer is to look at the business
from the viewpoint of the customer.
Consider these case histories.
The directors of a small engineering firm in the north-west thought of
themselves as precision instrument manufacturers. But most of their products went to
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educational establishments. They realised that they were in the educational supplies
market. They started to sell educational goods made by other manufacturers. Since
then, sales and profits have shot ahead.
The owners of a small firm of roof specialists woke up to the fact that they were
really in the business of contracting to the building trade. They developed other
services like cladding walls and laying floors, thus expanding their business and their
profits.
This is what we mean by looking at your business from the customer's point of
view. Who are your main customers? Why do they buy your products or services?
Could they buy other products or services from you? Are there other sources of
customers, as yet untapped? What are the real needs of customers?
Lesson 4
I. Words to remember:
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II. Translate the following.
Defining your market is important but it is even more important to ask, „Am I in
the right business?‟
It is no exaggeration to say that the main problem with many small firms is that
they are struggling to make a living in the wrong business.
The cotton textile industry was highly profitable in the nineteenth century.
Workers poured into the new mills for better wages than they could earn elsewhere.
Sales soared, especially in the export markets. But when the overseas customers
started to produce their own goods at lower cost, the sales of British manufacturers
declined. Yet many firms clung on, hoping for a return to the good old days.
Other basic industries have experienced the same trends. The lesson for the
small firms is that it is easier to make good profits in expanding new markets than in
the traditional sectors where too many suppliers are competing for orders.
1. Поинтересуйтесь у собеседника:
– какая промышленность была самой прибыльной в 19 в.?
– почему рос рабочий класс?
– к чему стремились рабочие?
– рос ли экспорт?
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Lesson 5
I. Words to remember:
1) to grow – расти, увеличиваться;
growth (n) – 1) рост; 2) прирост, увеличение;
2) to shrink – сокращать(ся);
3) average (n) – среднее число, средняя величина;
on average – в среднем;
4) margin (n) – 1) запас (денег и т. д.); 2) разница между себестоимостью и
продажной ценой;
5) to close down – закрываться;
6) to influence – оказывать влияние;
influence (n) – влияние.
Lesson 6
ABUNDANT INFORMATION
I. Words to remember:
ABUNDANT INFORMATION
Lesson 7
I. Words to remember:
Are all your customers in the same industry or trade? If so, it may be worth
looking at other sectors for more business. Many small firms tend to overlook such
markets as local government, education, health, national bodies etc.
Do you know what proportion of your total number of customers provides the
major part of your turnover? In many firms, as few as 20 per cent of the c ustomers
account for 80 per cent of the sales. But are the larger customers receiving discounts
and special terms which reduce your margin? Do you know the true cost of selling
small amounts to the many customers who account for only 20 per cent of your
business? Analyse your own business records to try to find the answers.
Similarly, if you have a wide range of products or services, you may find that 20
per cent of these products account for 80 per cent of your total sales. Which of your
lines are the most profitable? Do you have too many lines? If you don't know, try to
find out. Many firms are reluctant to reduce the variety of products, because they are
afraid of losing sales. But a properly planned exercise of variety reduction can pay
good dividends.
Stock also follows the 80/20 rule. A relatively small number of items account
for the major part of the total value of stocks. Do you know the cost of holding stock
in terms of interest on capital, handling and other costs? Again, this information is
part of the secret of successful marketing.
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Of course, some small firms do well out of supplying small quantities of unusual
products that the big firms find it uneconomical to undertake. But some knowledge of
your own costs and market prices is essential if you wish to avoid selling some
products at little or no profit.
Lesson 8
I. Words to remember:
Knowing your customers means having a list not just of names and addresses
but also of their wants and needs. Do you have a list of potential customers? Many
small firms rely too much on established contacts and may be missing a vast
additional clientèle.
Market research of customer needs is not just for large companies. Small firms
can obtain much useful information from their own sales people and by asking
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existing and potential customers for their views. You don't need complex
questionnaires and masses of statistics. One of the best and cheapest ways of
obtaining marketing information is by telephone. Just ring up and ask.
You can find out more about your competitors by obtaining copies of their
annual accounts from the Registrar of Companies. True, the information may not be
fully up to date but it may help.
One small company was concerned about the price war in its main market. It
discovered that its two main competitors were losing money fast. By intensifying the
price war, it drove these competitors out of the market. It soon had 70 per cent of the
market and a full order book and was then able to restore its margins.
Careful study of your competitors' products and customers may be worthwhile
too.
In marketing, there is much truth in the old saying that knowledge is power.
Many small firms have inadequate knowledge about their markets and are therefore
more vulnerable than those who take the trouble to obtain information. Don‟t make
the mistake of thinking that the information you want dos not exist. There is a lot of
information for those who are prepared to do a little digging.
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Lesson 9
TRY TO BE DIFFERENT
I. Words to remember:
1) to offer – предлагать;
offer (n) – предложение;
2) deliver – 1) поставлять; 2) доставлять, разносить (товары, письма);
delivery (n) – поставка, доставка;
3) subsidy – субсидия, денежное ассигнование, дотация;
4) trade-mark – торговая марка;
5) long-term – долгосрочный;
6) efficient – действенный, эффективный;
efficiency – эффективность, действенность.
Try to be different
Why do your customers buy from you rather than from your competitors?
Many small firms simply offer the same goods and services as their competitors;
many just undertake subcontract work in competition with other small firms. Thus
they compete with one another mainly in terms of price. Some of them achieve a
special reputation for reliable delivery or good quality but there is little extra profit
from these factors.
Firms that compete on price alone must aim to be more efficient than their
competitors. This means high utilisation of manpower, machinery and materials. If a
company is sufficiently competent and determined, it may win the price war. But
there is always the danger of competition from countries with low wage costs or
hidden subsidies.
The alternative to cut-throat competition is to develop your own products or
some special features that distinguish your business from its competitors. The
difference may be tangible in the form of a patented design or process. Or it can be
intangible in the form of a trade mark or business name.
The aim is to create a situation in which the customer buys from you rather than
your competitors because he believes that your firm offers better value for money.
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Whether the difference is real or imaginary is not important. What matters is that
the customer must remain convinced that he has spent his money wisely.
This means that your product or service must have a „unique selling proposition‟
to distinguish it from the competition. However, this must not be based on fraudulent
deception. Such trickery may fool some people for a time but it conflicts with the law
and with the long-term interests of the business.
1. Фирма:
– гарантирует поставки вовремя и согласно качеству;
– имеет репутацию надежного поставщика;
– затраты фирмы на материалы и оборудование более низкие;
– успешно конкурирует по ценам.
Lesson 10
I. Words to remember:
1) to invent – изобретать;
invention – изобретение;
2) to innovate – вводить новшества;
innovation (n) – новшество, новаторство;
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3) approach (n) – подход;
4) advantage (n) – 1) преимущество; 2) выгода, польза;
5) to improve – улучшать;
6) license (n) – разрешение, лицензия, патент;
to license – давать разрешение; давать право, патент;
7) loss (n) – 1) потеря, утрата; 2) убыток, ущерб.
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IV. Выполните задания на основе следующих ситуаций.
Lesson 11
RESEARCH AND DEVELOPMENT
I. Words to remember:
You can always carry out your own research and development but this can be
expensive and fruitless. How much should you spend on such activities?
On average, British industry spends about 2 per cent of turnover on R & D but
few small firms can accurately measure their expenditure on R & D. Often, the work
is carried out on a part-time basis by various employees. The time and materials used
are not properly recorded.
Moreover, much valuable management time may be devoted to technical matters
to the detriment of current profit. This is not an argument for discouraging small
firms from undertaking R & D but a plea that they should at least attempt to ascertain
the costs.
It is said that of the 50,000 patent applications submitted to the Patent Office
each year, less than 1 per cent are eventually marketed. There is no shortage of new
ideas. The problems lie in converting the ideas into practical products and persuading
customers to buy them.
For the small firm, the biggest problem in product development is money. Not
just the money for research and development costs but also money to finance stocks
and debtors and to cover promotional expenses.
The advantage of, competitive sub-contract work is that you don't have to worry
about developing new products, controlling stocks and organising a sales force. But it
is these activities which, in the hands of good management, become the strengths of
the company, enabling it to withstand competition.
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Lesson 12
I. Words to remember:
Lesson 13
I. Words to remember:
1) to advertise – рекламировать;
advertisement (n) – рекламное объявление;
advertising agency – рекламное агентство;
advertiser (n) – лицо, помещающее рекламу;
2) to deal with – иметь дело с;
3) appropriation (n) – 1) присвоение; 2) назначение, ассигнование (на
определенную цель);
4) budget (n) – 1) бюджет; 2) запас;
budgetary – бюджетный;
5) reference (n) – рекомендация;
6) to waste – расточать (деньги и т. п.); тратить впустую.
Lesson 14
ADVERTISE AFFECTIVELY
I. Words to remember:
Advertise effectively
Lesson 15
I. Words to remember:
For some small firms, direct mail can be a more economical means of
advertising than the press.
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It is an easy way of reaching potential customers quickly and cheaply. You can
develop your own mailing list of regular customers, and then use direct mail to keep
them informed of new or standard lines. It may be cheaper to by a list ready made.
It may pay to use the service of a mail broker, who can handle the whole or part
of the operation.
As with press advertising, the secret of success in direct mail is good copy and
economical coverage. Although postage is not as cheap as it used to be, it can still be
an effective means of putting your message across.
The response to a direct mail for new customers can be as much as 5 per cent,
but is more likely to be 1 per cent or even less. When you have established the
normal response rate for your business, you can then control the volume of orders by
adjusting the size and frequency of your mail shots.
Press advertising and mail shots can be linked together to increase the response
rate. Another technique is to follow up the direct mail shot with telephone calls.
Other forms of advertisement include calendars, desk diaries, pens and pencils,
penknives and other items.
Lesson 16
I. Words to remember:
One of the least expensive forms of sales promotion is the public relations‟
approach. A well-devised press release nay attract far more attention than an
advertisement, at far less cost. Articles can be written for the trade press. Even letters
to the editor can be a way of making your name known to potential customers.
The problem with this form sales promotion is that, unlike buying advertising
space, you yourself cannot control whether or when the story will be printed. As with
advertising and direct mail, it can pay you to hire the services of experts.
A good public relations consultant knows the right media and can put your story
cross in an attractive way for the editors.
Another form of sales promotion is the trade exhibition. These events demand
much preparatory work and they can tie up key people for several days on the stand.
Nevertheless, they are invaluable in certain trades.
Lesson 17
I. Words to remember:
Part of the art of sales promotion lies in creating a good „image‟. Not, of course,
a false image but a reflection of a sound, well-run business.
Given the choice between two adjacent shops selling the same goods, do you
buy from the dusty, dimly lit shop with the tawdry exterior or from the clean, brightly
lit shop with an attractive frontage? Most people prefer the latter, even though the
other shop may have lower prices. A clean, bright shop attracts more customers. The
higher costs of maintaining the better image can be more than covered by the extra
turnover.
The image of your business is a picture in the mind of the customer and it is
created mainly by senses of sight and hearing.
A small family business engaged a firm of industrial designers who re-designed
the main products and developed a house stye for their letterheads, packing and sales
literature. For a very modest cost they obtained advice which helped to double their
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sales.
The head of a small firm of road hauliers insisted that every lorry must be
cleaned at the end of each journey. The firm grew in size and reputation because their
image helped to convey a true picture of the quality of their service.
Lesson 18
MAKE THE MOST OF YOUR TELEPHONE
I. Words to remember:
Research has shown that people remember far more of what they see than of
what they hear.
Nevertheless, the aural impression can be important especially with the
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increasing use of the telephone. What sort of image do you and your staff create on
the telephone?
The telephone operator is often the first verbal contact with the customer, but the
operator‟s efforts could be outweighed by the manager who gives the impression of
being too busy to deal with minor queries. It is an odd paradox that managers are
rarely trained to use the telephone properly. It is assumed that such training is beneath
their dignity, yet often their need is greater than that of the teenager who has attended
secretarial college.
Try recording a conversation of yourself with a customer, and then study the
playback. Did your voice carry conviction? Did you let the customer do at least ha lf
the talking? How could you improve your aural image?
The company image is a total effect on the customer of many small impressions.
Any single factor may have little effect but collectively they become a formidable
army in the battle for the customer‟s favour.
1) люди гораздо больше запоминают из того, что они видят, чем из того,
что они слышат;
2) слуховое восприятие важно, особенно с возрастающим
использованием телефона;
3) менеджеров редко обучают пользоваться телефоном должным
образом;
4) имидж компании – это общее воздействие на потребителя многих
восприятий;
5) один фактор оказывает незначительное влияние на потребителя, но
вместе они являются значительной силой в борьбе за расположение
потребителя.
Lesson 19
I. Words to remember:
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II. Translate the following.
Contrary to popular opinion, a good product does not necessarily sell itself. As
more and more new products and services become available, it is more than ever
necessary to take deliberate action to sell and distribute them effectively.
Whereas marketing embraces the whole concept of satisfying the needs of
customers at a profit, selling is concerned with ensuring that enough customers buy
the goods that are already in stock or in production.
Motor car manufacturers spend vast sums trying to develop the kind of car that
people will buy in future years. Meanwhile, the current models must be sold in
sufficient quantity and at the right price for the manufacturer to stay in business.
Despite all the money spent on advertising and other forms of sales promotion,
there is still a need for good salesmen to provide the vital link with the customer.
Lesson 20
I. Words to remember:
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IV. Say that in English:
Lesson 21
DISTRIBUTION
I. Words to remember:
1) to spread – 1) распространять; 2) распространяться; 3) простираться;
2) area (n) – 1) пространство; 2) площадь, зона, область, сфера;
3) to replace – замещать, заменять;
4) to achieve – 1) достигать; 2) выполнять;
achievement (n) – 1) достижение; 2) выполнение;
5) to appoint – 1) назначать; 2) определять;
6) dealer (n) – торговец.
Many small firms serve only local needs, but there are still many others who
could expand their market by wider distribution. The marketing policy of the small
firm should be to spread its distribution over a large enough area and among enough
customers to ensure that, if one customer stops buying, others can be found quickly to
replace the lost sales.
Although it does not pay to have too many small customers, there are
considerable risks in having too few.
National distribution of some products can be achieved by appointing dealers
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with exclusive territories. This policy keeps down selling costs and provides an
incentive to other small firms to develop profitably.
Lesson 22
CONSIDER EXPORTING
I. Words to remember:
1) to export – экспортировать, вывозить;
export (n) – экспорт, вывоз;
2) suitable – подходящий, годный;
to suit – 1) годиться, соответствовать, подходить; 2) приспосабливать;
3) appeal (n) – 1) просьба; 2) призыв, воззвание; 3) привлекательность;
4) outlet (n) – перен. выход;
5) insurance (n) – страхование;
to insure – 1) страховать; 2) страховаться; 3) обеспечивать;
6) association (n) – ассоциация, общество;
associate – 1) соединять(ся), связывать; 2) общаться;
7) joint venture – совместное предприятие.
Many small firms neglect exporting because they believe that it is more trouble
than it is worth or that their product is not suitable for export. For example, meat pies
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must be one of the least likely export products, being perishable and of limited
appeal. But one small manufacturer took some tinned meat pies to an exhibition in
France and obtained orders for 30 tons!
Exporting can be hard work but it can pay off in bigger profits. Export markets
are not simply extra outlets for home-market products; exported products must be
tailored to suit the markets.
There is an enormous amount of help available to anyone who really wants to
export:
– Export Credits Guarantee Department – insurance against the possiblity of
not getting paid.
– Design Council – advice on designs for export.
– Standards Institution – technical advice to ensure products comply with
overseas standards.
– Export publicity services of the Central Office of Information – for help in
making your product better known overseas.
– Trade associations, chambers of commerce and export clubs – financial
help is available to joint overseas sales ventures.
Even if your product is not really exportable, you may be able to export the
„know-how‟ by export licensing for manufacture abroad.
Lesson 23
I. Words to remember:
Experience is said to be the best teacher, but experience teaches slowly and at
the expense of falling into the traps that await the inexperienced. Here are some of
the more common pitfalls in marketing:
1. Lack of knowledge about markets, based on the false assumption that the
information is not available.
2. Competing on price rather than developing a unique selling proposition.
3. Pitching prices too low, leaving inadequate margins for the cost of sales
promotion.
4. Expanding sales of the least-profitable products or services.
5. Expanding sales with insufficient working capital.
6. Launching new products or services with inadequate prior research of the
market.
7. Using salesmen who may have good technical knowledge but who have not
been trained to sell.
8. Allowing excessive credit to customers and continuing to supply slow
payers.
9. Staying too long in declining and unprofitable markets.
10. Becoming complacent when all seems to be going well.
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Литература
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