I ads in different magazines and organise product launches that kind of thing

Marketing and management keynotes The various activities of the marketing process are referred to as the marketing mix

MARKETING AND MANAGEMENT

The various activities of the marketing process are referred to as the marketing mix and traditionally include the four Ps:

product (characteristics and features)

price (appropriate market price)

promotion (communicating the product’s benefits)

place (distribution of the product in markets).

In order to gain a competitive advantage over rivals, companies create brands that represent aspirations and a desirable image of life that the customer would like to identify with.

Marketing is in many ways the central activity in business management. In commercial organizations, marketing is ‘everybody’s business.’

Product (or service): what you sell, and the variety or range of product you sell. This includes the quality (how good it is), branding, and reputation (the opinion the consumers have) of the product. For a service, support for the client after the purchase is important. For example, travel insurance is often sold with access to a telephone helpline in case of emergency.

Price: how much the product or service costs.

Place: where you sell the product or service. This means the location of your shop, or outlet, or the accessibility of your service – how easy it is to access.

Promotion: how you tell consumers about the product or service.

Today some marketers talk about an additional four Ps:

People: how your staff (or employees), are different from those in a competitor’s organization, and how your clients are different from your competitor’s clients.

Physical presence: how your shop or website looks.

Process: how your product is built and delivered, or how your service is sold, delivered and accessed.

Physical evidence: how your service becomes tangible.

For example, tickets, policies and brochures create something the customers can touch and hold.

1 Before you start: What is marketing? Why is it important?

2 Read the article about marketing. Match the questions (1-6) with the paragraphs (a-f).

1-How do I meet my objectives?

2-What do I want to achieve?

3-What is marketing?

4-How do I communicate my message?

5-How do I find out this information?

6-What do I need to know?

What is the size of the market?

Is it possible for the market to get bigger?

find new customers by making your product more attractive

take customers from your competitors

persuade your customers to use more your product.

advertising on TV, in newspapers, etc.

direct marketing by post (mail shots)

telesales- selling to customers on the phone

point-of –sail material in shop- free samples of special offers.

Now you are ready to launch your product in the market. Good luck!

3. Match the highlighted words and phrases in the text with the definitions (1-8).

3 knowledge of your company’s products _________________

4 other companies that sell similar products _________________

5 finding out about the market _________________

6 to introduce a new product to the market _________________

7 the kind of people you are interested in selling to _________________

8 a plan you use in order to achieve something _________________

4. Look at the text again. Find and underline:

5. Work in pairs. Take turns to describe the marketing process. Use these phrases:

First you have to…

6. Work in groups. Think of a product you would like to produce and sell. It could be a new kind of snack or sweet or a new range of make- up. You decide. Give your product a name.

7. You are ready to market your product. Draw up a marketing report. Then present your report. Use the plan:

1 Product name, 2- Target market

jectives. know or buy regularly, and about a compa-

ny which produces it. Who is their target

market? Objectives? Market share? Who

are their competitors? Tell the class.

1 Work with a partner. Look at the logos of some multinational companies. What is the name of each company? What does it produce or sell?

1 2 3

8

4 5 6 7

2 Discuss the questions:

—Are these brand names well known in your country?

—Have you ever bought or used any of their products?

—Do you buy particular brands of food or clothes? Why/ Why not?

—What are brands for?

3 Answer the questions:

— What are your favourite brands of the following products: soft drinks, clothes, cars, shampoo?

— Why do you prefer these to other similar brands?

4 Now choose one of the products you use and consider the marketing mix for that brand. Express your opinion. Think and speak about the following:

1 Read the text which describes how Shell Oil developed a new brand image, and see if it mentions any of the market research methods. What techniques did Shell Oil use?

Hello to the good buys

A new marketing campaign promising hassle*-free and faster fuel buying for customers is under way in America. Suzanne Peck reports on the 18-month research project which involves Shell Oil researchers ‘moving in’ with their customers to test their buying habits.

Three years ago when Sam Morasca asked his wife what could be done to exceed her expectations when buying gasoline, her answer ‘that I would never have to think about it any more’ made him pause and think.

Today, after 18 months of cutting edge research, Shell Oil is on track to make buying fuel at their 8,900 service stations clearly different with a new brand initiative. Its aim is to deliver through facilities, systems upgrades*, and new operating practices, a hassle-free fueling experience targeted at specific customer segments.

Over the past few years, the company has been developing detailed knowledge of consumer needs and attitudes, which formed the basis for the new brand initiative. Team leader Dave Yard, manager of Strategy and Planning-Marketing, picks up the story. ‘We began with a customer segment study of 55,000 people, who we stopped in shopping malls in six cities for a 45-minute interview into their attitudes, especially regarding driving and cars. The result was that everyone wanted three things from a service station: competitive price, a nearby location and good quality fuel- something they all believed was already being delivered by the industry’.

This meant their buying decisions were influenced by other factors – some wanted full-serve outlets like the old days, some chose a service station depending on whether it looked safe or not. ‘There were ten different segments with different needs, and we wanted a better understanding of each of these audiences.’

A focus group was set up for each segment; an anthropological study was carried out, which involved team members spending waking hours with people from each segment, watching them at home and accompanying them on shopping trips to see their buying habits; and a clinical psychologist was hired to create a psychological profile of each segment.

The study indicated that three groups, which comprised 30% of the driving public, should be targeted:

— Premium Speeders – outgoing, ambitious, competitive and detail oriented. They drive upmarket cars which make a statement* about them. Efficiency rules, plus fast pumps, quick access and payment.

— Simplicity Seekers – loyal, caring and sensitive, frustrated with complexities of everyday life want simple and easy transactions.

— Safety Firsters – control oriented, confident people, like order and comfort. Higher value on relationships and go out of their way* to stations that make them feel comfortable. Prefer to stay close to cars.

‘The common thread was that they all wanted a faster and easier service than anything already available,’ said Dave, ‘so the study ended and the lunch began.’

*an upgrade: making something work better, and do more

*to make a statement about somebody: to show what kind of person somebody is

*to go out of one’s way: to make an effort

The field organisation and Shell Oil retailers combined forces to determine how to eliminate the little hassles that customers sometimes face, such as improved equipment and clearer instructions at the pump. New innovations are currently being test marketed. A new advertising campaign was launched and a sophisticated measurement system introduced to monitor satisfaction, behavior and perception of the brand. ‘Fueling* a car is a necessity of life and I believe we are ahead of the game – but we won’t allow ourselves to stop and be caught up.’

*fueling (up) (US )= filling up (GB)

1 Read the text again and number the different stages in the research project in the correct order.

a They analysed the results, which showed that there were 10 different consumer segments. ( )

b Focus groups studied the 10 segments. ( )

c Shell Oil’s marketing team decided to differentiate the Shell brand from the other brands on the market. ( 1 )

d Shell launched a new advertising campaign. ( )

e They interviewed 55,000 people about their attitudes to driving and cars in general.( )

f Work started on improving products and services. ( )

g They carried out a detailed study of the market over 18 months. ( )

h Three groups were chosen as the target markets. ( )

2 Match the words from the text with their corresponding definitions.

1 to exceed a a part or section

2 a mission b a group of interested people

3 an initiative c an important new plan with a particular aim

4 a segment d an assignment or task

5 an audience e to find out / to discover

6 a profile f to check at regular intervals

7 to determine g to be more than

8 to monitor h a description of the characteristics of someone or

3 Find words and expressions in the text which correspond to the following definitions.

1 Many different types of consumer who buy the same product

2 The most advanced and up to date

3 Conclusions people reach about which products to purchase

4 An informal discussion group used for market research

5 A shared characteristic

6 A method of evaluation

4 Complete the passage using words from exercises 2 and 3. Change the form of the words where necessary.

a) “Marketing transforms brands, making them stand for things that they just don’t stand for. They don’t deliver.” Naomi Klein author of No Logo: Taking Aim at the Brand Bullies.

b) “Brands provide us with beliefs. They define who we are.” Wally Olins, a corporate identity consultant.

1 Read the text and decide which of the above views is closest to that of the author.

Money can buy you love

Are we being manipulated into buying brands?

1 BRANDS are accused of all sorts of evils, from threatening our health and destroying our environment to corrupting our children. Brands are so powerful, it is said, that they force us to look alike, eat alike and be alike.

2 This grim picture has been made popular by many recent anti- branding books. The argument has been most forcefully stated in Naomi Klein’s book ‘No Logo: Taking Aim at the Brand Bullies”. Its argument runs something like this. In the new global economy, brands represent a huge portion of the value of a company and, increasingly, its source of profits. So companies are switching from showcasing product features to marketing aspirations and the dream of a more exciting lifestyle.

3 Historically, building a brand was rather simple. A logo was a straightforward guarantee of quality and consistency, or it was a signal that a product was something new.

For that, consumers were prepared to pay a premium. Building a brand nationally required little more than an occasional advertisement on TV or radio stations showing how the product tasted better or drove faster. There was little regulation. It was easy for brands such as Coca-Cola, Kodak and Marlboro to become hugely powerful. Because shopping was still a local business and competition limited, a successful brand could maintain its lead and high prices for years. A strong brand acted as an effective barrier to entry for competing products.

4 Consumers are now bombarded with choices. They are also harder to reach. They are busier, more distracted and have more media to choose from. They are “commercials veterans” experiencing up to 1,5000 pitches a day. They are more cynical than ever about marketing and less responsive to messages to buy. Jonathan Bond and Richard Kirshenbaum, authors of “ Under The Radar- Talking To Today’s Cynical Consumers, say “some of the most cynical consumers are the young”. Nearly half of all US college students have taken courses and “know the enemy”. For them, ‘shooting down advertising has become a kind of sport”.

5 Marketers have to take some of the blame. While consumers have changed beyond recognition, marketing has not. Even in the USA, home to nine of the world’s ten most valuable brands, it can be a shockingly old- fashioned business.

Marketing theory is still largely based on the days when Procter & Gamble’s brand dominated in the USA, and its advertising agencies wrote the rules. Those rules focused on the product and where to sell it, not the customer. The new marketing approach is to develop a brand not a product- to sell a lifestyle or a personality, to appeal to emotions. (It is a much harder task than describing the features and benefits of a product.) However, brands of the future will have to stand for all of this and more. Not only will they need to be a stamp of product quality and a promise of a more desirable lifestyle but they will also have to project an image of the social responsibility.

2 Read the text again and match the headings a-f with paragraphs 1-5. There is one extra heading.

a Brands past ___________

b Advertising brands ___________

c The new consumers ___________

d Guilty ___________

e The case against brands ___________

f The importance of brands ___________

3 Read paragraph three again. Are the statements true or false?

1 It was relatively easy in the past to create a new brand.

2 Buying a branded product did not cost customers more.

3 Brands were developed for the international market.

4 The government closely controlled the markets at home.

5 Brands deterred other companies from entering the market.

1 The author suggests young people no longer believe advertisement. Do you agree?

2 What does influence young people’s buying decisions?

“Advertising isn’t a science. It’s persuasion.

William Bernbach, advertising executive

Advertise-to tell the public about a product

or a service in order to encourage people to buy or to use it. Advertisement – ( also informal ad or advert) a notice, picture or

film telling people about a product, job or service. Commercial – an advertisement

on the radio or on television.

1 Look at these different ways of advertising and answer the questions:

1 Which do you think is best for contacting specific customers?

2 Which do you think is the most expensive?

2 Which way (or ways) of advertising do you think is most suitable

for these situations:

1 a travel company selling last–minute trip

2 a car company launching a new model

3 a bank telling customers about a new kind

of bank account

4 a local politician who wants people to vote for him

1 Read the business advice information.

1 Who does it say? 3 Where will you advertise?

2 Why are you advertising? 4 Who is it for?

Choosing the right advertising for your product

or service is really important.

Here are some tips.

do they read? Which TV programmes do they watch?

it in a different way? What is its USP (unique selling point)?

c) Keep your message simple and clear. Say just one thing, e.g. “This is better,”

“This makes life easier.” Make sure you have a headline that is eye-catching. Make

Sure the text tells the customer everything you want them to know.

d) Choose a method that will reach your target market. It’s no good having a brilliant

advertisement if the right people don’t see it. It’s useless to tell five million people

about something that only 100,000 people need to know: banks don’t use TV to tell

existing customers about a new kind of account.

1 Work in pairs. Read the TALKABOUT advertisement.

GO THE DISTANCE

Stay totally in touch with Motorola’s TALKABOUT two-way radio. Wherever

your sport takes you – on the ski slopes, in the forest, on the water or in the

air – you’re in constant contact with your friends or your guide for up to three

kilometres. It’s simple to use, light and water resistant. And with hands-free

and voice activation, it works wherever you choose to take it.

Stay in touch with TALKABOUT.

It’s made for you.

2 Discuss the following questions:

1 What product is the advertisement for?

2 Who are the customers?

3 What is the purpose of the advertisement?

4 What is the message?

5 What is the method?

1 Collect some advertisements from newspapers,

magazines, or direct mail.

2 Choose one you think is good and present it to the class.

3 Say why you think it is good.

4 Make a class display of good advertising material.

Globalisation is the rapid increase in international free trade, investment,

and technological exchange.

Globalisation is forcing business to make

cost savings by reducing operating costs.

One way to do this is by outsourcing – transferring business processes such as

order processing or call centre management

to outside suppliers and service providers.

Offshoring is a new form of outscoring where businesses relocate back-office operations in overseas facilities

where labour costs are lower.

1 Work with a partner. What do you understand by globalization and consumerism? What are their pros and cons?

2 Are these sentences facts (F) or opinion (O)?

1 There are severe environmental changes taking place in the world.

2 Globalization is the synonymous with Americanization.

3 Only 20% of the world’s population lives in rich countries, but they

consume 86% of the world’s resources.

4 The more people are in debt, the richer the banks become.

5 The United States is a target for the have-nots of globalization.

6 Debt repayments by developing countries are nine times as much as the aid they receive.

7 The global economy puts no value on morality, only profit.

8 Countries in the industrialized West exploit workers in poorer countries.

What is your reaction to the facts? Do you agree with the opinion? Compare with the class.

Multinational corporations keep price down.

Economic growth is the route to the global prosperity. Or is it?-

Jonathan Rowe examines the price we pay for this growth.

The Global Economy

I want to talk about the economy. Not ‘the economy’ we hear about endlessly in the news. ‘The economy’ is what men in suits play with to make vast personal wealth. The economy is where the rest of us live on a daily basis, earning our living, paying our taxes, and each day and in politicians’ speeches. I want to talk about the real economy, the one we live in day by day. Most people aren’t particularly interested in ‘the economy’. ‘Share prices are flying high, interest rates are soaring. The Dow Jones’ index closed sixty-three points down on 8472.35.’ We hear this and subconsciously switch off. Notice that ‘the economy’ is not the same as the economy. ‘The economy’ is what men in suits play with to make vast personal wealth. The economy is where the rest of us live on a daily basis, earning our living, paying our taxes, and purchasing the necessities of life.

We are supposed to be benefiting from all the advantages of a prosperous society. So why do we feel drained and stressed? We have no time for anything other than work, which is ironic given the number of labour-saving devices in our lives. The kids are always hassling for the latest electronic gadgets. Our towns become more and more congested, we poison our air and seas, and our food is full of chemicals. There’s something wrong here. If times were truly good, then you’d think we’d all feel optimistic about the future. Yet the majority of us are deeply worried. More than 90 per cent of us think we are too concerned about ourselves and not concerned enough about future generations.

Producing and consuming

As a leading economist put it, consumer societies are ‘in need of need’. We don’t need the things the economy produces as much as the economy needs our sense of need for these things. Why, in our supermarkets, do we have to choose from sixty different kinds of toilet paper and a hundred different breakfast cereals? Need is the miracle that keeps the engines of expansion turning relentlessly. In economics, there is no concept of enough, just a chronic yearning for more. It is a hunger that cannot be satiated. There is so much craziness in the world. There is an American company that manufactures a range of food with a high fat content. This causes obesity and high blood pressure. By coincidence, the same company also makes products that help people who are trying to diet. Not only that, it even produces pills for those with high blood pressure.

Nearly all of my mail consists of bills (of course), banks trying to lend me money, catalogues trying to make me spend it, and charity appeals for the losers in this ecstasy of consumption — the refugees, the exploited, the starving. Why is it possible to buy strawberries from Ecuador and green beans from Kenya when these countries can hardly feed their own people? It is because these are cash crops, and the countries need the money to service their debts. Notice that servicing a debt does not mean paying it off. It means just paying the interest. Western banks make vast profits from third world debt.

How do we break the cycle? We need to become far more aware of the results of our actions. We buy clothes that are manufactured in sweat shops by virtual slaves in poor parts of the world. We create mountains of waste. We demand cheap food, mindless of the fact that it is totally devoid of taste and is produced using chemicals that poison the land. We insist on our right to drive our own car wherever we want to go.

The evil of the consumption culture is the way it makes us oblivious to the impact of our own behaviour. Our main problem is not that we don’t know what to do about it. It is mustering the desire to do it.

6 According to the article, are these statements true or false?

1 ‘The economy’ is not the same thing as the economy.

2 People feel optimistic because their lives are so prosperous.

3 The we spend, the better life is.

4 If people stop spending, the economy collapses.

5 Companies respond to the needs of consumers.

6 It’s good that we can buy cheap goods from around the world.

7 Many developing countries export food to pay back their debts.

8 We know how to solve some of these problems, but we don’t want to do it.

7 What do you understand by the words and phrases underlined in the text?

8 What do you think?

1 What are some of the examples of craziness in the world that Jonathan Rowe mentions? Can you add any more?

2 Is it economic colonialization to sell Kentucky Fried Chicken to the world, or is it just giving people what they want?

3 What do you think are Jonathan Rowe’s attitudes to the following? What are your attitudes?

pollution and the environment

companies who use cheap

1 Before reading the text below about Philips, decide whether you think these statements are true (T) or false (F).

1 It is the world’s biggest electronics company.

2 It has produced over 100 million TV sets.

3 Its headquarters are in Amsterdam.

4 It was the first company to produce compact disks.

5 It is active in a small number of specialised businesses.

6 It provides the lights for famous landmarks such as London’s Tower Bridge.

Read the text and check your answers.

The Philips Story

The foundations of the world’s biggest electronics company were laid in 1891 when Gerard Philips established a company in Eindhoven, the Netherlands, to manufacture light bulbs and other electrical products. In the beginning, it concentrated on making carbon-filament lamps and by the turn of the century was one of the largest producers in Europe. Developments in new lighting technologies fuelled a steady programme of expansion and, in 1914, it established a research laboratory to stimulate product innovation.

In the 1920s, Philips decided to protect its innovations in X-ray radiation and radio reception with patents. This marked the beginning of the diversification of its product range. Since then, Philips has continued to develop new and exciting product ideas like the compact disc, which is launched in 1983. Other interesting landmarks include the production of Philips’ 100-millionth TV set in 1984 and 250- millionth Phil shave electric shaver in 1989.

The Philips Company

Philips’ headquarters are still in Eindhoven. It employs 256,400 people all over the world, and has sales and service outlets in 150 countries. Research laboratories are located in six countries, staffed by some 3,000 scientists. It also has an impressive global network of some 400 designers spread over twenty-five locations. Its shares are listed on sixteen stock exchanges in nine countries and it is active in about 100 businesses, including lighting, monitors, shavers and colour picture tubes; each day its factories turn out a total of 50 million integrated circuits.

The Philips People

Royal Philips Electronics is managed by the Board of Management, which looks after the general direction and long-term strategy of the Philips group as a whole. The Supervisory Board monitors the general course of business of the Philips group as well as advising the Board of Management and supervising its policies. These policies are implemented by the Group Management Committee, which consists of the members of the Board of Management, chairmen of most of the product divisions and some other key offices. The Group Management Committee also serves to ensure that business issues and practices are shared across the various activities in the group.

The company creed is “Let’s make things better”. It is committed to making better products and systems and contributing to improving the quality of people’s work and life. One recent example of this is its “Genie” mobile phone. To dial a number you just have to say it aloud. Its Web TV Internet terminal brings the excitement of cyberspace into the living room. And on travels around the world, whether passing the Eiffel Tower in Paris, or witnessing the beauty of the ancient pyramids of Giza, you don’t have to wonder any more who lit these world famous landmarks, it was Philips.

2 Read “The Philips Story” again. Why are these dates important?

a 1891 b 1914 c the 1920s d 1983 e 1984

3 Read “The Philips Company” again and find the figures that correspond to the following pieces of information.

Example: The approximate number of designers working for Philips: 400

1 The number of people working for Philips worldwide

2 The number of countries with sales and service outlets

3 The number of countries where Philips has research facilities

4 The approximate number of scientists working in Philips’ research laboratories

5 The number of integrated circuits produced every day

4 Match the words from the text with their corresponding definitions.

1 an innovation a a planned series of actions

2 a patent b main offices

3 diversification c a place or address

4 a range d the introduction of a new idea

5 headquarters e a selection of series

6 a location f making different types of products

7 a strategy g an agreed course of action

8 a policy h the right to make or sell an invention

5 In pairs, replace the words in italics with the words used in the text.

1 Gerard Philips set up (established) a company in Eindhoven.

2 The company initially specialised in (___________) making carbon-filament lamps.

3 Developments in new lighting technologies fuelled a steady plan for growth (________________).

4 In 1983 it introduced (_____________) the compact disc onto the market.

5 Each day its factories produce (___________) a total of 50 million integrated circuits.

6 Royal Philips Electronics is run (____________) by the Board of Management.

7 The Supervisory Board carefully watches (____________) the general course of business.

8 Policies are put into practice (______________) by the Group Management Committee.

9 The Group Management Committee consists or members of the Board of Management and chairmen of most of the product sectors (______________).

10 The Group Management Committee serves to ensure that important matters (_________________) and ways of doing business (_______________) are shared across the company.

Now check your answers with the text.

6 Complete the passage using words from exercises 4 and 5 in the correct form.

The key to Philips’ success can be described by two words. The first is innovation; the company designers are continually developing and creating new products. The second is ____________; Philips is active in about 100 businesses varying from consumer electronics to domestic appliances and from security systems to semiconductors. With such a wide ____________ of products the company needs a complex system of management. Each product ____________ has its own chairman; most of these chairmen are members of the Group Management Committee, which ____________ all company decisions and plans. The Supervisory Board ____________ the general business of the group and it also advises and supervises the Board of Management.

! NOW you have some extra activities to get ready to participate in the round- table discussion “Modern society and global brands. My opinion”. You have some texts, which can be good sources of information to participate in the discussion. You could be divided into three groups and have different assignments. Just use the chance to express yourself, to create new ideas and to protect your point of view.

1 Read Parts A and B of the text quickly. Does the text come from an e-mail,

a newspaper article or an advertisement?

Exam Prep

Preporation for the TOEFL, IELTS, and GMAT

January 2015

What is design

Design is everywhere. It’s what drew you to the last piece of furniture you bought and it’s what made online banking possible.
It’s made London taxi cabs easier to get in and out of and it made Stella McCartney’s name. It’s driving whole business cultures and making sure environments from hospitals to airports are easier to navigate.

The single word ‘design’ encompasses an awful lot, and that’s why the understandable search for a single definition leads to lengthy debate to say the least.

One definition, aired by designer Richard Seymour during the Design Council’s Design in Business Week 2002, is ‘making things better for people’. It emphasises that design activity is focused first and foremost on human behaviour and quality of life, not factors like distributor preferences. But nurses or road sweepers could say they, too, ‘make things better for people’.

Meanwhile, a definition focused on products or 3D realisations of ideas excludes the work of graphic designers, service designers and many other disciplines. There may be no absolute definitions of design that will please everyone, but attempting to find one can at least help us pin down the unique set of skills that designers bring to bear.

Design could be viewed as an activity that translates an idea into a blueprint for something useful, whether it’s a car, a building, a graphic, a service or a process. The important part is the translation of the idea, though design’s ability to spark the idea in the first place shouldn’t be overlooked.

Scientists can invent technologies, manufacturers can make products, engineers can make them function and marketers can sell them, but only designers can combine insight into all these things and turn a concept into something that’s desirable, viable, commercially successful and adds value to people’s lives.

But good design isn’t simply about the surface. Aesthetics are important, but only a part of a bigger picture.

Design is fundamental. People often need reminding that everything around us is designed and that design decisions impact on nearly every part of our lives, be it the environments we work in, the way we book holidays, or the way we go about getting get the lid off the jam jar. When those things work, it’s taken for granted, but, as Bill Moggridge, founder of international consultancy IDEO, says: ‘A lot of trial and error goes into making things look effortless.’

Design and the user

Good design begins with the needs of the user. No design, no matter how beautiful and ingenious, is any good if it doesn’t fulfil a user need. This may sound obvious but many products and services, such as the Sinclair C5, Wap mobile phone services, and a great many dot com businesses failed because the people behind them didn’t grasp this.

Finding out what the customer wants is the first stage of what designers do. The designer then builds on the results of that inquiry with a mixture of creativity and commercial insight.

Any product launch is ultimately a gamble, but these methods help decrease the risk of failure, a fact that often comes as a surprise to clients.

A design doesn’t have to be new, different or impressive to be successful in the marketplace, as long as it’s fulfilling a need, but design methods do lead to innovative products and serivces.

Design and business

Designers, unlike artists, can’t simply follow their creative impulses. They work in a commercial environment which means there is a huge number of considerations that coming to bear on the design process.

Designers have to ask themselves questions such as: is the product they’re creating really wanted? How is it different from everything else on the market? Does it fulfil a need? Will it cost too much to manufacture? Is it safe?

Emphasis on the customer makes design a formidable weapon for any business. Companies have often designed their way out of failure by creating a product that serves the customer’s needs better than its rivals’. Design delivered the operating-system market to Microsoft, rescued Apple Computer and made Sony an electronics giant. A Design Council study has shown that design-led businesses on the FTSE 100 out-performed the index by 25%.

Putting an emphasis on design brings creativity into an organisation and increases the chance of producing market-leading, mould-breaking products. As the sophistication of the consumer and global competition increases, this becomes more and more valuable.
Businesses are finding that they can no longer compete just by slashing prices or upping the marketing budget. Innovation in the form of design is the key to success.

Design and public services

Billions are poured into public services every year but, despite the UK being home to a huge variety of top design talent, our best designers are rarely involved in public sector work.

Design can help public services in a number of ways, from making sure products and services meet the needs of users to increasing innovation within organisations and bringing new perspectives to issues such as procurement.

Posted on Sep. 13th, 2010 at 08:38 am | Link | Leave a comment | Share | Flag

What is Product Launch – Examples, Types, Advantages

January 8, 2021 By Hitesh Bhasin Tagged With: Marketing

A product launch is an event which is organized to launch a product in the market. The product can be completely new or can be an upgraded version of the existing product in the market.

A product launch is when a company introduces a new product in the market. A product launch can also be considered as a marketing strategy to attract the consumers in large number and to boost the sales of the product from its very first day in the market.

A product launch is not only organized for new products, but it is also organized to introduce an existing product with up-gradation and further innovation. In the present competitive environment, companies use every possible technique to maximize the sales of their products in a short period.

Therefore, a company spends a lot of time to plan the launch of a product, and a series of events are organized to make the grand release of the product.

A product launch is made of various elements. Let us learn about them one by one.

These elements are essential to make a product launch successful. Plan and work on them before you throw your product open in the market.

In the next section, you will learn about the advantages and disadvantages of a product launch, and you will learn about the different types of product launch to choose for the launch of your product.

Table of Contents

Advantages of Product Launch

In the present competitive environment, companies spend a million dollars on the product launch of a product to get the attention of customers and to get the maximum sales in the initial months when the product is launched.

A new product or the upgraded version of an existing product can be introduced in the market with enthusiasm using a product launch event.

A well-planned and good product launch help in the followings:

#1. Creates awareness:

A well-planned product launch can be used as a marketing opportunity for the product. It creates awareness about the product, and people learn about the features that the product has to offer. A proper product launch helps people to make up their mind to buy the product.

#2. Boost sales in the initial months of the launch:

As people become aware of the features of the products. They can buy it as soon as it is launched in the market. In this way, companies can earn a big portion of the expenditure that they made in the production and marketing of the product. Initial few months right after the product launch are very important for the sales of the product.

As the product has the latest features and is sold at the full price and as the product becomes, old companies have to reduce the prices of the product to keep the sales up of the product. Therefore, it is very important to recover the maximum cost in the initial months.

#3. Creates publicity:

A well-planned and organized product launch is a great source of publicity for the product. People consider the product of great value if it is launched using proper marketing tactics.

For example, if you invite a celebrity to launch a product, then the followers of that celebrity will automatically establish a liking for your product. In addition to this, you can pay media to telecast and broadcast your product launch so that it can reach more and more people.

#4. Planning and staffing required for the product:

A product launch gives you an estimation of the demand for the product. Based on that information, you can design and implement strategies and other requirements such as the staff required and the training provided to them.

In addition to this, you can prepare for other resources and all other preparation that you are required to make to launch the product in the whole market.

#5. Provides a competitive edge:

A product launch provides an edge over your competitors in the market. If you plan product launch properly, then you can increase its fan base easily and can make people choose your product over the product of your competitor.

A product launch can create a positive image of the product, which helps make the brand name and image in the market.

#6. More Business Opportunities:

A right product launch can provide you better opportunities to expand your business. For example, if you own a start-up company, then launching your product can get you more business offers from the companies larger in size then your company.

For example, they might want to invest in your company based on revenue generation, or they might want to acquire your company. You can decide whether to accept the offer or not.

Disadvantages of a product launch

#1. Additional Work:

Your product launch must go right. A successful product launch requires a lot of additional work.

#2. Planning:

It is important to plan the product launch properly if you want the right results from it. The planning might require you to have an expert team which can plan your product to launch a successful event.

#3. Additional expenditure:

Planning, preparation, and the organization of the product launch can be an expensive event which might require a separate budget. Having a separate budget sometimes is not possible for the small budget and startup companies.

#4. Can put negative impact:

If a product launch goes wrong then rather than creating a positive brand image, it will put a negative impact on the image of the brand.

#5. Your ideas can be stolen:

A product launch is an initial stage when the product is launched but is not yet available in the market. Your competitor companies can take advantage of that period and also produce similar products to give competition to you and to share your market share.

This can not only impact your revenue generation but also give choices to people to choose from different options available.

Types of Product launch

There are two different types of product launch. A company can choose the type that suits their product and budget most.

Followings are the two different types of product launch:

#1. Soft Launch:

A soft launch of a product is done in a specific area or for a limited target audience. The purpose of the soft launch is to check the performance of the product and to make the required changes in the features or price of the product before launching it completely for all customers.

A soft launch is a test launch of the product to get the feedback of the customers so that the quality of the product can be improved.

#2. Hard Launch:

A hard launch of a product is done with full excitement and fervor. The word of the product launch is spread all around the world with full marketing efforts.

The purpose of the hard launch of a product is to grab the attention of customers and boost the sales of the product as soon as it is launched.

Steps in Product Launch

There are certain steps which have to be taken before the launch as a part of its preparation.

1. STPD Analysis

Before a product is launched, the company must perform STPD Analysis. Segmentation, Targeting, Positioning, and Differentiation Analysis should be performed to understand the viability of the product and the acceptance of the product.

Performing these steps help the marketeers to place the product and make the necessary changes to make it more viable in the market.

2. Communication Tools

Next important thing after knowing who are the target audiences and how to position the product would be to how to reach them. Using proper modes of communication to write target audience is essential to convey the message.

This is also very important in establishing a brand image and brand value for the customer. For example, it makes sense to advertise digital courses via digital media. That is why social media marketing is a very important role in promoting digital courses.

On the other hand, to promote regular offline classes, offline marketing should be used like putting up informercials near schools and libraries during the admission period.

3. Market Research

Before launching any product, the market research team must conduct a detailed survey about the available products and their competitors in the market along with the potential of the market and the viability of the product.

The market research also shows what the nature of demand in the market is and what kind of product is expected by the customers. The primary objective of market research is to find the problem and address it.

Sometimes market research also addresses the need of the customers in which case the companies perceive the result of the research to develop the product and deliver it to the customers.

Part of the research also includes identifying customer buying patterns and determining the average Product life cycle in the market.

4. Competition and market analysis

Some companies perform competitor and market analysis in the market research while in other cases where the product is of high importance, these and other tests have to be performed separately. Knowing the competition is very important as it helps to place the product accordingly.

Having a USP gives the product an edge over competitors which is what is required to establish the product. This knowledge helps the organization in preparing a better product and deliver it to the customers.

5. Market trials

Once the product is developed after the market research, proper market trials must be conducted so that the product is tested. In the case of services, trial services are given to a couple of customers, and observations are noted.

The suggestions of customers are being worked upon and change if required are made in the product of the service and then launched in the market accordingly. But it remains an important fact that market prices are essential and a determinant of success or failure of the product.

6. Marketing Plan

A well-planned marketing strategy makes the difference between success and failure of your product. The marketing plan is very crucial to make the product known to the customers. This is where an efficient marketing strategy comes into the picture.

Before a product is launched, the company has to prepare an efficient marketing strategy based on the initial market research and surveys.

The ultimate aim of marketing is to establish the brand value of the product, to build awareness and support the sales function. Marketing itself does not act as a revenue generator, but it supports the sales function.

Now that the preparation of the Product launch is finished, the next step would be to launch the product.

7. Product testing

Product testing is a part of pre-product launch preparation as well as part of product launch. This depends entirely on the nature of the product.

For consumer products, product testing is carried before the launch of the product while in the case of pharmaceutical products, product testing is carried out even after the launch is complete. This is true, especially in the case of scheduled drugs where product testing is a continuous process.

8. Team building

Another aspect of a successful product launch is having a prepared team dedicated to product management. The team should not only be prepared to face hurdles if any but also utilize the budget of the product meticulously.

It is important also to ensure that the team remains motivated throughout the process of product launch. The goals set should be achievable by the team within the defined period.

Periodic incentives on the achievement of Sales targets also keep the team motivated.

9. Inventory Management

After the product is officially launched, it is necessary that the company prepares for Sales. The ultimate aim is the sale of the product for which the marketing team prepares.

The sales of product are expected to rise for which the company has to prepare itself by making provisions of inventory.

Inventory management and making the product available at the right time and right place affect the sale positively. Inventory availability determines the success of the product since it affects the sale directly.

10. Articulate benchmarks

As a part of managing the product, defining proper benchmarks to be achieved is crucial. Once they have been defined, it is easy for the team to follow the path and reach their goals. These could be anything – from achieving sales to establishing measurable brand value, etc.

These pre-defined benchmarks act as a guide to the team. The success of a brand depends more or less on a marketing strategy which is formulated during a product launch.

11. Finance Management

While launching the product, the company, amongst other things, has to manage the finances of the product. Calculating the costs involved in the production, to inventory management, supply chain management, marketing, and advertising costs and other losses are associated costs with the product launch, which have to be kept in mind.

Excess inventory will cost a fortune to the company and overshoot the budget. Managing finances not only saves cost for the company but also increases profit which is the ultimate goal of an organization.

12. Pricing of the product

Another major factor which determines the success of a product is pricing. The product should be priced optimally and in line with the competitors.

A pricing strategy should be chalked out based on the product, and it should be in sync with the marketing strategy.

A product priced too economic would mean lower profit margins for the company while a high priced product would mean higher profits but lesser customers. All of this should be decided in advance to assist the product with a successful product launch.

13. Feedback

Once the product is launched, then customer feedback is the next step. The initial users are encouraged to share their feedback which helps the management to make necessary changes in the product.

Customer feedback also increases two-way communication between the customers and the company.

The launch feedback is also collected from internal stakeholders and employees who were directly or indirectly involved in the product launch. The positive feedback is shared to prospective customers, while negative feedback is critically evaluated and worked upon.

If you ever come across a magazine that will only quote the readership figure or the distribution figure for the magazine, ask if they are ABC (Audit Bureau of Circulation) audited. If they are, ask for the most recent copy. This will give you a lot of information about the magazines sales, including the number of paid subscribers.

If they are not ABC audited, there is another way to find out the number of paid subscribers. At the end of the year, most magazines have to publish a «Statement Of Ownership, Management and Circulation». This is required with magazines that are mailed out second class mail. They print this statement once a year and it can generally be found in the November, December or January issue of the magazine. Don’t expect this statement to jump out and grab you. It is most likely going to be buried someplace in the back of the magazine, with very small print, so you are going to have to look hard for it. In some cases they may reprint a reduced copy of the actual postal statement, which will make it easier to read.

So what does this Statement Of Circulation tell you? In the statement they will list, Paid and/or Requested Subscriptions, Sales through Dealers or Newsstands, Free Distribution, Left Over Copies, and Returns From Dealers and Newsstands.

These are the real numbers. When I place an ad in a magazine, I look at ONLY the number of subscriptions. I don’t bother with the Sales through Dealers or Newsstands. The reason is the magazine distribution game is changing.

A while back, magazine sold that were in a bookstore, drug store or at a newsstand actually sold. However, today things have changed. Some of those big name bookstores have either gone out of business or they have cut there locations back dramatically. Other places that sell magazines have cut back on the amount of space they are will to use in the store for selling magazines.

For example, I have been told by several of the larger bookstore chain managers, that only about 5% to 10% of the magazines they have in the store actually sell. (And those numbers I am told are high numbers). One manager commented, that years ago people actually bought the magazine. But now, the large bookstores have chairs and benches to sit on and coffee shops in the store, people don’t buy the magazines like they use to. They just sit there and glance through them.

The distribution agreements have change too. At one time the store would buy the magazines at a discounted price and they could return the magazine for credit if it didn’t sell during that month. Now magazine are practically given to the stores for free or in some case they are given to the store for free, as long as they don’t return them back to the publisher.

Now you are probably wondering why they would do that? It’s simple. It allows the magazine to «assume» the magazines were sold, thus inflating the newsstand circulation figures. By doing this, they can show the advertisers a larger circulation figure to justify their ad rates.

I have seen this by looking at the Statement of Circulation figures. Several magazines I’ve check out have shown, all of the magazines they sent to the newsstand were sold. Yeah, right. This is why it is so important to see the Statement of Circulation.

If the magazine is sold primarily through dealer/newsstand sales, you have no way in knowing if anyone is really going to see your ad.

Back in the late 90’s I ran an ad in a magazine that was only sold on the newsstand just to see what kind of response I got. I offered readers of this magazine free shipping on any order. I ran this ad for 3 months. I only got 6 orders total over those 3 months. Definitely not worth the money to advertise with them.

What happens if you want to run an ad in a small magazine or newsletter that doesn’t print a Statement of Circulation? They are generally going to be mailed out using a bulk postage permit, so then they had to fill a form out at the post office each time they do a mailing. This will be their paid postal receipt stating how many pieces were mailed and it should be stamped by the post office.

If they are mailing out the newsletter or small magazine and using stamps…. I would be careful, as you will have no idea how many people they are really mailing out to.

Back in the early 90‘s, I was selling an instructional video for the Tandy 1000 owners, I ran an ad in a small magazine that was geared towards Tandy 1000 owners. In a letter the magazine sent to us, they stated, «we have over 4800 subscribers». We ran a half page ad in the magazine for three months.

Our sales were terrible, however, in other magazines, such as PCM magazine, our sales were great. I called the magazine’s publisher and asked him exactly how many subscribers he had to the magazine. This time he claimed over 7,000 readers. I asked him how many of the readers were subscribers. Well, for the next few minutes I got the run around. I then asked him point blank, for a copy of the paid postal receipt that he has to fill out when mailing the magazine out first class bulk mail.

He said that he didn’t have to fill one out. At that point I knew he was lying, because he was using a first class bulk mail permit number on the magazine. I called the post office where he had the first class bulk permit from and asked them if he was filing a form 3600-R each time he was mailing out the magazine. They confirmed that he did. I called the publisher back and told him that post office had them on file and I informed him that I wanted to see a copy.

To make a long story short, about two weeks went by and I received a copy that was stamped by the post office, to verify it was real. It showed he was only mailing out 524 copies each month. He had committed fraud, by stating in the letter that he had over 4800 subscribers, when in reality he had only 524.

Needless to say, we received a refund for the three ads that we did run and we got several months of free advertising. After that we never advertised with them again.

It’s important for you to make sure your ad is really published. Don’t rely on just a tear sheet. (A tear sheet is where the magazine sends you a copy of the ad, that they have ripped out of an issue.) Ask for a copy of the entire magazine, this way you can see where your ad was placed in relation to the article content. Most publishers do this automatically. If they won’t send you the entire issue, be careful about advertising with them.

If a publisher contacts you to advertise in their magazine, and you have never heard of them, ask them send you 4 to 6 back issues before you advertise with them. Check out the magazine before you sign up and run an ad. You may even want to start with a small ad to see if you get any response. When placing ads in magazines, be careful of the publisher or ad representatives that make claims without written proof like we described above. You could be paying for a very expensive ad, that really isn’t reaching all the people that the magazine claims.

Qualified Subscribers

In most markets, there are magazines that are available only to qualified subscribers. They may offer a paid subscription or be available on the newsstand, but the bulk of their readers are from free subscription to people who “qualify” for them. Who meets the qualifications will depend on the magazine. With some magazines, everyone will qualify.

You have to be careful when advertising in magazines that are free for qualified subscribers. When someone is paying for a magazine, they have enough interest in it that they are going to want to read it. After all, why pay for a magazine that your not going to read? And those who do pay for a subscription are more likely to take their time going through the magazine, which will improve the chances of them seeing your ad.

With the free magazines, the reader doesn’t have an investment in it. After all they didn’t pay for it. So they may not pay as much attention to it as they would a magazine that they paid for. Now I realize that some people will read them cover to cover, but there are those who will just flip through the magazine and toss it out if they didn’t find an interesting article. In the end these people will not see your paid ad.

Something I want to point out, is magazines that are primarily qualified subscriber based are depending on the advertisers to cover all of the cost of the magazine, including the distribution cost. Which can mean the ad rates may be higher than magazines with has paid subscribers.

Running Ads in a New Magazine

Although magazines are struggling, from time to time a new magazine will enter the market. When they do, if they see that you are adverting in another magazine, they will usually contact you about advertising with them.

Here’s a few things for you to consider before advertising with them.

1. What do their ad rates look like? Are the higher, lower or about the same that you are currently paying?

2. Are they offering any “introductory” advertising deals?

3. How are they going to distribute the magazine? Through dealers, subscribers, web based, etc?

4. How many subscribers do they have?

5. Are they paid subscribers or are they free issues going out to “qualified” subscribers?

6. How did they qualify or obtain these subscribers?

7. How many issues are they going to distribute?

8. Are they going to be offering the magazine as a web publication?

9. Do they want you to pay up front? If they do, don’t.

These are questions you need to ask them before you advertise with them. In the past I’ve seen magazines come on to the market, then only after a few months they fold.

Don’t ever pre-pay for advertising with a new magazine no matter how good of a deal they offer you. I know of a few people who did this, only to never see their ad run because the magazine never got published. When they tried to contact the magazine to get their money back, they found the phones were disconnected and mail was being returned to sender.

(The same holds true for web site advertising. ONLY pay as you go. Never pre-pay for several months in advance.)

About a year ago, I got a call from a publisher coming out with a new video magazine. They told me they had 30,000 qualified subscribers and the magazine would be coming out in a few months. Something didn’t sound quite right to me. How did they get 30,000 qualified subscribers? The magazine hadn’t even been published yet and it wouldn’t be for a few more months.

Next, they mailed a very nice slick looking media kit minus any sample issues. The media kit contain several pages of information about the magazine, the demographics of the readers, the rate card for the display ads and on page stating they had 30,000 qualified subscribers. When I contacted them about how they got the 30,000 qualified subscribers, I was given very vague answers.

Something else that made me uncomfortable was their advertising rates. They were downright expensive. More expensive than any other magazine.

However, they were offering a special discount to try them out for just three months. You could save 30% off whatever ad size you wanted to run with. All you had to do was pre-pay for the three months…..

I decided to pass and not advertise with them. To this day, I’ve never seen any magazine, nor have I ever heard from them again.

She explained she sold a very high end product, something that celebrities would buy or people who had the money to spend. When I asked her about his subscribers, he hadn’t given her any real answers. This probably means he doesn’t have any subscribers. So a fourth red flag popped up. As we continued talking more and more red flags popped up about this whole situation.

Then came the final red flag. He needed her to run this ad and pre-pay for the ad so he could pay for the printing cost. That was it. Red flags were now flying all of the place. I told her NOT to run the ad and not to give him any money either as an investor or advertiser.

After, I explained everything to her she agreed, it was not a good idea. I have not heard back from her, so I only hope she really took my advice and stayed away from that deal.

Online Magazines

Online magazines are magazines that are not printed on paper, but are magazines distributed by PDF format or some other online print format. These magazines, when displayed on your computer screen, look just like a printed magazine, complete with advertising, articles, classified ads, etc. Most of them are designed so if you click on an ad, you will be linked directly to the advertiser’s website, which is a bonus for you, as the reader doesn’t have to look up your website later. They are taken directly to your site while the reader’s interest is at it’s highest for your product.

With online magazines becoming more popular, you’ll find a lot of publishers are starting to offer their magazines both ways, electronically and in print.

Depending on the publication, there may or may not be a subscription charge for the online version. Yes, you read that correctly. Some publishers charge for viewing the magazine online line, in addition to charging a lot for advertising.

Some magazine publishers offer more articles or videos to accompany the articles in the online version of the magazine. They do this for several reasons:

1. They don’t have pay for the extra printing cost of the additional articles.

2. By adding extra content to the online version, they can justify the subscription fees they charge for the online version.

3. By adding more value to the online version, they are trying to get people to switch from print to the electronic version.

The main reason they want to convert readers to the electronic version is cost. It’s a lot cheaper to put out an online version of the magazine than it is to pay for the printing and mailing cost.

Now some of you are thinking, “if the electronic version of the magazine is cheaper to put out, then the advertising costs will be less.” Well, that is not always the case, you need to check with the publisher.

We found some magazine charge the same ad rates for both online and print, while other magazines, their online rates where up to 50% cheaper than the same size ad in print.

Some magazine publishers even offered us a print ad, with a free ad in the online magazine. Or, they would offer some type of combination rate for running in both print and online. Always try to negotiate for a lower ad rate, especially for an online only publication, as you really don’t have any way of knowing how many people are reading the online version of the magazine. Oh sure, the publisher will give you figures, but they may not be that accurate and be more wishful thinking on the publishers part.

Here is a test we ran in 2009. Two of the magazines we advertised in, switched to online versions only. Both magazines charged the same ad rates as we were paying in the print version of the magazine. So I wanted to see if either ad was really paying for itself or if I was throwing money away.

Tracking our results was easy. Each magazine were offering a link from our ad to our website. We decided to put up a special page for each ad to link to, this way we could put a counter on the page and see how many people were click on our ad.

I was surprised, the one magazine generated only a handful of people clicking on our ad, while the other magazine generated a lot of people clicking on the ad.

By having each ad link to a special pages on our site, it was easy to track the response we were getting. Needless to say, we stopped advertising in the magazine that was generating only a handful of clicks.

While online magazines are a growing trend in a lot of markets, not everyone likes them. Some people would prefer to have a printed magazine to look through instead having to sit in front of a computer or to use a tablet computer to a read a magazine. So if you have the opportunity to run in both print and online, you might want to go that way.

Tip: While print magazines generally have a 45 to 60 day lead time before the issue comes out with your ad, online magazine generally have a lot less lead time. This means you ad will been seen sooner rather than later.

Small Magazines and Newsletters

There are some markets where you will only have small magazines or newsletters with a small circulation base and of late, most of these have become online only publications.

If the market you are working in only offers these small publications, then you will have no choice but to run ads with them. Just be careful and watch how much they are charging for ad space.

Over the years I’ve talked to a few Special Interest Video producers who do work in very small markets that offer only newsletters or small magazines. They have reported that their sales are fairly good in this type of publication.

However, my experience has only been in markets where you have large magazines supporting the market, along with a few of the small magazines and newsletters. My experience has been the small magazines or newsletters never produced enough sales to cover the cost of the ad. However, if the small magazine or newsletter is an online only publication, the ad rates shouldn’t be to bad. So I would suggest you at least try running some ads with them.

The advertising rates in these newsletters and small magazines will vary greatly. Some of them feel that their ad rates have to be in line with what the big magazines are charging. This is fine for them, but as an advertiser you have to watch how you spend your advertising dollars, as you want to reach the most people you can with each advertising dollar spent.

I ran a test several years ago where I ran an ad in one small magazine, which had gone out to about 3,000 people who belong to a professional organization. I didn’t get any sales off the ads I ran with them. I even went so far as to run a 15% off coupon in the ad and I still didn’t get any response.

Let’s do the math.
$600 to reach 45,000 = 0.014 cents per person.
$600 to reach 3,000 = 0.20 cents per person.

As you can see it was more expensive to advertise with the smaller magazine.

Media Kits

Whenever you contact a magazine about advertising make sure you ask them to send you a media kit. Most of them will email you an electronic media kit. The information you can gain from a media kit can be very valuable and it can give you some insight into the type of people who read that particular magazine.

A Media Kit will generally include:

1. A sample issue of the magazine or a link to a copy of the magazine online.

The statistical information can be helpful in determining if the magazine is going to reach customers that will have an interest in what you are offering.

For example, let’s say a magazine has a subscription base of 100,000 Videographer’s and you are thinking about running an ad in this magazine for a video on “Shooting Tips for HD Video Cameras”

The magazine sent over readership statistics show that 32% or 32,000 readers of this magazine that own an HD camera, with another 16% or 16,000 readers who are planning to buy an HD camera.

This means that almost half of the readers of this magazine are your target market.

Now let’s say you are doing a video on using Vegas Pro editing software. The same magazine’s statistic report that only 6 % of the readers use Vegas Pro software to edit their videos. Therefore, only 6,000 people that read the magazine would be your target market.

By knowing this type of information you can gauge whether or not you want to spend the money they are asking, for an ad in that magazine. Another possibility is when you talk to the ad rep, you can always use their own statistics to work out a lower ad rate, since their magazine doesn’t hit a lot people with an interest in using Vegas Pro editing software.

I have used this type of information when negotiating rates with some magazines. When the ad rep called back, I used their own statistics to lower our advertising rate by nearly half. I do want to point out that there were a few magazines that would not budge on their rates. But it never hurts to try.

Market Research

What ever magazine you plan on advertising, I recommend trying to get two years worth of back issues, or at a minimum, one year’s worth. You may have to pay for the back issues of the magazine, but it is a small price to pay for the amount of information you can obtain.

Once you have the magazines, grab some paper or make a spreadsheet of the following information:

1. Make a list of the number of pages in each issue. This can show you if the magazine is growing, shrinking or holding steady with regards to the size of the magazine.

2. You can see if the magazine gets smaller during certain times of the year. If so, this can indicate when the slow season is for the magazine and for this market. This can help you adjust your marketing efforts.

Whether or not you plan on advertising in the magazine, it helps to know when the slow season is for a particular market. Most businesses have a slow season or slow time of the year.

3. You can see how other advertisers are advertising in the magazine.

4. You can find the Statement of Circulation to see the actual number of paid subscribers.

Make a list or a spreadsheet of the number of advertisers each month and the ad sizes each month. Below is a sample of what I am talking about.

This type of information allows you to learn that the months from April to October are the best months in this market. You will see the magazine not only increases in the number of pages each month, but the number of advertisers increase, as does their ad sizes.

Note: In the above chart some advertisers are running multiple ads.

Most magazines will not give you this information. Why? Because they are going to want you to sign a twelve month contract to advertise with them. They don’t want new advertisers to see what the experienced advertisers already know and they don‘t want you to see if the market is seasonal.

The experienced advertisers already know what months their sales drop off. They will start downshifting their ad dollars to smaller ads or no ads at all.

This information also tells you when would be the best time to start advertising in the market.

Using the information above, how many of you would launch a product in November? How about April?

If it was me it would be April just as the market is heating back up.

Having information like this can help you make informed decisions and it can help you determine any sales trends. For example, you launched an instructional video in April and over the next few months the video sold really well. Then comes September and sales start to drop a little and even more in October.

Then comes November and sales drop to a trickle. You might start to panic over your sales. However, armed with the information in the spreadsheet, you would know that you are heading into a normal slowdown for the market. This allows you to adjust your ad spending and other business costs.

Tracking Your Sales

A lot of advertisers I’ve talked to over the years don’t track the response they are getting from their ads. They haven’t the foggiest idea which ad or magazine is pulling the best response. They’re just happy because they are making money from their videos or products. However, if you think about it, they could be wasting money on ads that are producing enough sales to cover the cost of the ad.

One of the most single important things you can do for marketing analysis is to ask the customer this following question. «How did you hear about us?» Then write down the response, keep it in a log or track it with a spreadsheet. This information is vital, as you are going to want to know which magazine is pulling the best for you and which ones you are losing money in.

If you are running an ad in an online magazine, see if the ad can be linked to your website and have the ad link to a special page, so you can count the number of people visiting your site from that ad.

By tracking all of our sales, at the end of the day, week, month or year, I can tell you exactly which source of advertising (including which magazine, internet, mailings, referrals, repeat sales, etc.) are generating sales and how many sales from each source. Armed with this information I know exactly where to spend my marketing money and where not to.

(NOTE: I have been asked many times about my software package that I use to run the business. It is a custom package that I wrote myself. At this time it is not for sale, but who knows, maybe down the road it will be.)

Some books I’ve read and people I’ve talked to say, advertise everywhere. If the customer sees your ads everywhere, it will increase their chances of buying from you. In some markets this can be true. However, from my own personal experience I can tell you that’s not always true. If your ads are selling a product direct, such as a product or video, it doesn’t always work.

Now some of you may say, «you’ll make money on the backend, when the customer comes back and buys more products from you.» Yes, this may be true, however, if you are not making enough money to cover the ad costs, you wouldn’t be in business long enough to make money on the backend. You have to make sure you are at least making enough money to cover your ad costs.

Here is an example. After running an ad in a magazine for six months I looked at the number of sales, the profit from the sales, the number of times the customer came back to us as a repeat sale and the total cost of running the ad for six months. Here are the numbers for a half page ad that I ran in one magazine.

(Luckily at the time I was running ads in other magazines, which helped to offset the loss.)

Since this magazine did sell videos, I didn’t pull the ad all together, but I did reduce the size of the ad from a half page to a 1/6 page and ran for 6 more months. Here are the numbers for the 1/6 page ad.

Again this magazine had smaller circulation base of somewhere around 10,000 to 12,000 people. Their ad costs vs. their circulation was high.

All of the above examples were based on only two videos. As I added more videos to the product line, overall video sales went up. I really started to make money off that ad when three more videos were added to our line. I went back up to a half page ad and now I was selling three hundred videos in a six month period, which made a profit on the front end and the backend.

Had I not been tracking sales so closely, I would have never known if the ad was making money. Since I tracked the ad results, it allowed me to make adjustments to our ad size, so the ad became more profitable. After all that’s the name of the game, to produce a profit and to build a business.

Choosing the Correct Ad Size for Print

As you saw in the above example, when the ad size was reduced from a half page to a 1/6 page, sales didn’t drop too much. The cost of the ad sure did.

You may find that if you are the only one advertising a video on a particular subject in a magazine that a small ad may work well just as well as a larger ad. Whatever you do, start small and let the ad size grow. Don’t jump in with a single video and take a full page ad, unless the ad space is very cheap.

Years ago a lot of books on marketing said people would have more confidence buying from a company with large ads vs. small ads. Things have changed, especially with the online world we live in today. Advertisers are finding that small ad can have a tremendous pull.

Today with the internet, more and more advertisers have reduced their ad sizes. They use the print ad to drive people to their websites. I have done this here at Studio 1 Productions and it’s been very successful. It has allowed cuts in advertising cost by 50% while increasing our sales.

When selecting your ad size, whatever you do, don’t let the advertising rep «help» determine the best ad size. They will most likely try to put you into a larger ad than what is really needed. Remember, they are out to make money for the magazine and to increase their commissions.

Most of the time you are going to find the cost of the ad will determine what size ad you can run. Ad reps will generally tell you that you need to run the ad for at least 3 months, so you can determine if the ad is working or not.

While in some cases that may be true, you should know within the first month if your ad is generating any response. You should see an increase in web traffic and a increase in orders.

Classified Ads

Some people will tell you that classified ads in a magazine are a waste of money, while others will swear by them.

If you want to run an ad in the classified section of a magazine, it’s best to run a small one or two inch display ad in the classified section. Then as sales come in, increase the ad size for more visibility.

If you have a very limited marketing budget, I would recommend you start off with a classified ad. As sales grow, you will always have the option to increase your ad size and ad placement.

With a classified display ad, your space will be limited. Don’t crowd the ad with too much information and make sure it includes your web address.

Ad Placement

Where should your ad be placed? In the front, middle or back of the magazine? Does it really matter? Depending on the magazine, it can make a difference. When you place a display ad you can sometimes request certain positioning of the ad. For example, you may request the ad be place on the right page, outside edge, or near the front of the magazine. Depending on the publication, you may or may not get what you want, but it doesn’t hurt to ask.

Most magazines will charge extra for positioning an ad, usually between 10 and 20% of the ad cost. Some magazines may have restrictions on the ad size in the front of the magazine. I ran into this once, only full page, four color ads were allowed in the first forty pages of the magazine. The smaller ads got placed towards the back of the magazine.

Ads that are placed next to text generally tend to pull better. The reason behind this is, while the reader spends time on the page reading the text, they are more likely to glance over at the ad that is next to it. You need to make sure you have a good strong and interesting headline. Once your ad has their attention, you want them to read the rest of the ad. Ads that are 1/3, 1/2 and 2/3 page in size are usually the only ad on the page and will be placed next to text. (Although this may vary from magazine to magazine.)

Some magazines will block the ads to certain sections of the magazine. For example, in some photography magazines, the manufacturers almost always seem to be up front in the magazine, but the dealers that are selling the equipment are located in the back of the magazine. This really isn’t a problem in this type of magazine, as most readers know this and when they want to purchase a camera or another piece of equipment, they will head straight to the back of the magazine to find the dealers. If the magazine you are advertising in is laid out like this, then you might do better in the back of the magazine.

But, what about the ad getting lost among all the other ads in the back? It may get lost to a point, so you will have to make your ad stands out among the rest by using bold headlines, contrasting color or reverse print. Remember, if the reader goes to the back of the magazine to look for products to buy, then chances are they will read or glance over all of the ads in their search. So make yours stand out.

There is a section in some magazines that is made up of all ads. This area is usually a «Market Place Section». Sometimes the ads are all the same size or they may be a variety of sizes. The «Market Place Section» is usually near the back of the magazine and this section will most likely have a lower ad cost than a regular display ad. When talking with different advertisers, most of them said they did quite well in the «Market Place Section», as they felt most readers would stop and look over this section to see what is new.

However, there were a few that didn’t like advertising in this section, as they felt their ad was not being seen. It was getting lost among all the other ads. The key to advertising in this section is to make the ad really stands out. If most of the ads in this section are in black and white, then make yours color. Use bold colors as borders or bold colors as a background to help your ad stand out among the others.

If the magazine has ads all throughout that are selling directly to readers, try to have the ad placed next to an article or a regular column. Ads that are placed in certain sections like product reviews, don’t always pull as well as they do when placed next to an article. This is due to the fact that not everyone reads the product review sections, but most people read the articles and regular columns.

How often should you change your ad?

Some marketing people will tell you to try several different ads and then stick to the one which pulls the most sales. While this is fine for some markets, however, I have found that you should change your ad often. Keep the ad fresh. Change the products or layout of the ad.

When you run the same ad month after month, the regular readers skip right over it. And what happens if you add a new product to the ad. If the ads look so close to the old ad, people won’t even pay attention it.

In the ads I have run, I change them every couple of months. Sometimes I just change the colors of the text or the background colors. Other times I change the layout of the ad. This keeps the ad fresh and I have noticed it improves sales.

Getting Your Ad Designed

You can design you own ads with most any desktop publishing program such as Microsoft Publisher or Adobe InDesign. Also, you can design your ad with software such as Adobe Photoshop or another paint shop type program.

Spend some time looking through magazines at other ads. What catches your eye? Looking at other ads, what they are selling and how they have the ad laid out. This will give you a lot of ideas on how to design your ad.

Note: I am not saying to copy someone else’s ad, what I am saying is to see what you like out of their ads and see how you can incorporate that into yours.

There are several types of ads that are quite common. They are:

1. Direct Sales Ads. These are ads purposely to make a direct sale to the reader.

2. Ads that direct you to a website. This type of ad usually has several products, often without any pricing. The idea is to get the reader interested and for them to go to the web for more information and to order online. The ads will contain a directive such as, “visit our website for more products” or “visit our website for more information“. This type of ad is great for online magazines that offer a link from the ad to your site.

3. Promotional Ads. We have all seen ads like this. Ads for a camera from a manufacturer or ads for shoes. They are not selling the product directly to you, they are promoting the product.

Almost all advertisers who are selling a product will use the first and second method listed above, unless they are selling their product through a dealer network and not directly to the customer.

I highly recommend you go to the library or a bookstore and get some books on advertising or ad design. They will contain a wealth of information and ideas, along with plenty of examples of ads. These books will give you more information than we can cover here on how to layout your ad.

When designing your ad, check with each magazine that you are going to run ads in and see what their requirements are.

If you are not into designing your own ads then:

1. Check with someone from a local college who is learning graphic arts and hire them.

2. Check online in some of the forums to see if you can find a graphic artist.

3. You can hire a local graphic artist to create your ads.

4. See if the magazine offers ad design services.

5. Contact a local ad agency. (This will be the most expensive way to go.)

Key Points For Your Ad

Below is a description of an ad that was run by a gentleman who produced a series of dog training videos. He created a simple ad that did very well for him. I wish I had a copy to show you, but I don’t. So I will give a description of what it looked like.

The ad was simple, but effective. Here are the key points of the ad:

1. The headline was large and caught the attention of German Shepherd owners.

2. The photo was in color and included all 3 volumes.

3. The body of the text highlighted seeing a professional trainer with a German Shepherd.

4. The price of each video and the price for all three videos.

5. The Call To Action. This is the “Call Now” statement.

If you are selling direct to the customer, make sure your ad covers all of the above points.

Your ad should always include a call to action statement, such as Call Now, Call Today, Hurry Call Now, etc. These action statements really do work. They direct the reader to do something and if the person really has an interest in your video, this may actually cause the person to pick up the phone and call you.

If your ad directs them to the web to order, the action statements such as Visit Our Website Today, Order at our Website Now, etc. will cause a lot of people to take action and go to your website while they are thinking about it.

This may seem obvious, but make sure you have your phone number and/or web address in the ad. Also, double check to make sure your phone number and web address is correct.

Ad Costs

There are several ways to reduce your advertising cost.

1. Ask for an in-house agency discount. This is usually a 10 to 15% discount off the published advertising rates. You will need to submit your own camera-ready art work. Most magazines will accept an ad as a PDF, JPG or Photoshop file.

2. A frequency discount. This is where you agree to run an ad for so many times. For example, you want to run a 1/6 page ad for your product in a magazine, you may find the rates listed like this:

As you can see, the more time you commit to running your ad, the lower the ad cost.

3. Direct Rates or Mail Order Rates. Companies dealing directly with the public and not through resellers are considered a mail order or direct sales company. Some magazines will a have discount rate for this type of advertiser. Make sure you ask the ad rep at the magazine
if they offer any special rates to direct sales companies or mail order companies.

4. If you are a new advertiser, see if the magazine has any type of new advertiser discount. This has worked for me. I have received a twelve time rate on a three time contract. This allowed me to see if the magazine generate orders. At the end of the three time run, we went on to commit to a twelve time contract.

5. Negotiate the rates. I have talked with other advertisers who have been able to negotiate better rates than what are printed on the rate card, especially since magazines need advertisers.

6. Ask about remnant space. This is space the magazine has left over and they usually try to fill it right before the issue closes (or goes to printing). Remnant space can be VERY inexpensive. Ask the ad rep about it.

Almost all magazine are going to want you to sign a contract saying that you will run your ad a certain number of times during a year. A three time contract means you will need to run your ad three times during a one year period. You can run the ad over three consecutive months or run it every other month for three times or run it every four months, etc. It generally doesn’t matter when you run it as long as the ad runs three time during a one year period.

7. Before you sign any contract with the magazine, make sure you know about the subscribers, demographics, etc. that we covered earlier.

I can’t stress this enough, magazines are hurting for advertisers. Negotiate with them for better rates or discounts and for a banner ad on their website.

When signing the ad contract, check to see if there is any penalty if you reduce your ad size. With some magazines, if you sign a contract for a 1/2 page ad and you find your are not pulling enough sales and you will probably want to reduce the ad size to something smaller. However, they may not let you depending on the contract.

If that is the case, sign a contract for a 1/6 page ad or the smallest ad you can, then run a larger ad. They usually don’t have a problem if you want to go up in an ad size, but the don’t like it when you go down.

Lead Times

The lead time is the time it takes from when you submit the ad to the time that magazine issue comes out. Lead times are usually six to twelve weeks depending on the magazine.

Let’s say you are going to place an ad in a magazine with a twelve week lead time. That means you submit your ad on June 2, your ad won’t come out until Sept. 2. Make sure you watch your lead times so you know when your ad will appear. Also, don’t forget if you want to run a holiday special you have to layout the ad early enough.

I remember once seeing a company run an ad for a Christmas special. It wasn’t in the December or January issue, but there is was in February issue.

The Cover Date

Some magazines may have a cover date of one month, but come out in another.

Here are two examples of magazines that we advertise in:

1. Magazine A will have a cover date of April, but they come out in the beginning or middle of March.

2. Magazine B will have a cover date of April, but they don’t come out until the end of April or the first week of May.

Check to see when the issues actually come out. This will be important if you are going to run a sale or you want to announce a new product.

How Often Should I Run My Ads

The response you get with that question will vary greatly.

Some will say run the ad every month and their reasons for that answer is:

1. This keeps your ad in front of the reader so when they are ready to buy, your ad is in the current magazine issue.

2. This keeps your name out there and the customer gets familiar with you. Some feel it takes the ad being seen 3 or more times before you get the readers attention and for them to take action.

3. It helps build name recognition. If people see your ad month after month, they will recognize your company.

Other will say, run the ad every other month or every few issues of the magazine. Their reasons are:

1. Your ad is being seen by the same crowd over and over again.

2. If they are going to buy, they will buy when they are in need of the product and not as a result of the ad running 3 or more times.

3. Your wasting money by running the ad for the same products every month.

4. You should rotate your advertising between print and the Internet.

So which way of thinking is correct? ….Both, as it really depends on your market.

The world in changing to an online world. With people migrating more and more to the web to get their information, you need to keep that in the forefront of your mind when running ads. However, don’t discount print advertising all together. Try a combination of both avenues. Try running some small print ad, even if you only run a print a a few times a year.

About Us

Since 1993, when Studio 1 Productions opened, we have been serving videographers, filmmakers and photographers. Whether you are home user, hobbyist, prosumer or professional, we are here to help you.
Studio 1 Productions, is owned and run by honest and experienced videographers. This is why so many people have come to rely on us for dependable and knowledgeable answers and products. All of the products we offer are products we use ourselves in our video productions. This gives us a better knowledge of the products over other companies.

Studio 1 Productions, Inc.
Phone 386-788-6075
Hours M-F 10am to 5pm EST

Prices and Availability are subject to change without notice. We are not responsible for typographical errors. All photos or products mentioned are copyrighted / registered trademarks of their respective companies. Studio 1 and Studio 1 Productions are trademarks of Studio 1 Productions Inc.
This page is Copyright © 2022, Studio 1 Productions Inc. All rights reserved.

I. Read and translate the text.

Введение

Целью учебного пособия является совершенствование навыков чтения, понимания, анализа и перевода аутентичных англоязычных текстов по деловому английскому языку, снятие лексико-грамматических трудностей при выполнении заданий, ознакомление студентов с принципами делового общения на иностранном языке и с терминологическим аппаратом, необходимым для лучшего усвоения материала и развития навыков устной речи.

В результате освоения дисциплины обучающийся должен:

Вариант 1

I. Read and translate the text.

VI. Open the brackets using the appropriate form of the verbs.

1. What you (to do) when I (to come) in? 2. When I (to come) to his house, they (to tell) me that he (to leave) an hour before. 3. On checking up his answers he (to find) out that he (to make) several mistakes. 4. When I (to leave) home, the snow already (to stop), but a strong wind (to blow). 5. You (to read) this book? — Yes, I (to read) it. I (to think) it (to be) very interesting. 6. What the children (to do) now? — Oh, they (to play) the new table game which I (to buy) for them the day before yesterday. 7. They (to reach) the corner of the street by now and (to stand) at the bus stop. 8. After we (to walk) about two hours, we arrived at a picturesque glade covered with fresh grass. 9. We could not go out because it (to rain) hard since early morning. 10. She (to teach) at our school for twenty years now. 11. Ring me up as soon as you (to come) home. 12. He (to begin) to write his composition at three o’clock. It is already eleven, and he still (to write) it. He says he (to finish) it by twelve. 13. We (to help) our librarian to put the books in the right order for already three days, but we (to arrange) only half the books. 14. I would be delighted if I (to have) such a beautiful fur-coat. 15. If it (to rain), we will have to stay at home. 16. If he (to work) hard, he would have achieved great progress. 17. If it is not too cold, I (not to put) on my coat. 5. I (to write) the composi­tion long ago if you had not disturbed me. 18. If he (not to read) so much, he would not be so clever. 19. If my friend (to be) at home, he will tell us what to do. 20. If he were not such an outstanding actor, he (not to have) so many admirers. 21. If you (to give) me your address, I will write you a letter 22. If she (not to be) so absent-minded, she would be a much better student. 23. If your mother (not to scold) you, you would have felt happier. 24. Their father often (go) to rock concerts. 25. It’s already 10:00, but Jane (not to finish) her homework yet.

Вариант 2

I. Read and translate the text.

Advertising

1. Advertising is one of the largest industries.

3. Since consumers are the principal targets of these sales campaigns, we ought to know something about the services advertisers perform, as well as some of the techniques they use.

The Benefits of Advertising

4. Advertising benefits consumers and the economy in a number of ways:

5. It provides us with information about prices, recent improvements in certain goods and services, and the availability of new ones.

6. Advertising often results in lower prices.

7. Large-scale production can reduce costs.

8. By creating mass markets, advertising enables producers to reduce the costs of their products and pass those savings on to the consuming public.

9. Advertising stimulates competition, and competition benefits us all.

10. Advertising by one firm puts pressure on others within the industry to do at least as well to attract the consumer’s money.

11. Advertising pays most of the cost of magazines and newspapers, and all of the cost of commercial radio and TV.

12. Advertising helps the economy as a whole by stimulating consumer demand.

13. Consumer spending has a direct effect on the health of the economy.

14. Advertising helps to keep that spending at healthy levels.

The Price We Pay for Advertising

15. Not everyone agrees that advertising benefits the economy.

16. Critics list the following points of its disadvantages:

17. The information contained in advertising does not inform and often misleads the consumer.

18. Because it costs money to advertise, this cost adds to the price consumers pay.

19. Consumers are tempted to spend money for products they do not really need.

20. Radio and TV are not really free because the cost of advertising on them is also passed on to the consumer.

21. Three strategies that have been especially popular with advertisers can be classified as slogans, rational appeals, and emotional appeals.

22. Slogans Advertisers often use slogans that sound great but mean little or nothing.

23. Yet, advertisers seem to feel that such slogans, when repeated often enough, do increase sales.

24. Rational Appeals Rational appeals rely upon logic or reason to convince the consumer to buy a product.

25. “Our Cookies Contain 25% Fewer Calories Than the Next Leading Brand.

26. ” This is an example of an advertisement that appeals to reason.

27. Ads for health foods, pain relievers and home remedies tend to use this technique.

28. Emotional Appeals Emotional appeals rely upon the use of psychology.

29. The following is a sampling of such strategies:

30. Testimonials These are the advertisements in which famous people claim they use and enjoy a particular product.

31. Ads for sports equipment frequently rely on this strategy.

32. The Bandwagon The bandwagon appeal implies that everybody is using a particular product and that if you don’t, you will be left out.

33. The term derives from the practice, during nineteenth-century circus or political parades, of jumping on or following behind the wagon carrying the band.

34. Soft drink and automobile ads use this appeal.

35. Popularity Some advertisements suggest that simply by using the advertised product you will be popular or find romance.

36. Toothpaste ads showing moments of romance between handsome young men and women are typical of these kinds of campaigns.

37. Every day you as a consumer are the object of the marketing efforts of American and foreign companies.

38. The advertising on television and radio and in the newspaper that come to your house is just some of the ways that sales promotions reach you.

39. Can you think of other ways that sales promotions reach you.

40. Can you think of other ways?

41. Most of these marketing strategies represent honest efforts to convince you to buy a product or service.

42. Nevertheless, you are responsible for evaluating advertising directed at you, separating fact from emodon, and deciding whether or not to buy the product.

industries – отрасли промышленности consumer – потребитель

target – цель services – услуги

techniques – технологии benefit – выгода

improvement – усовершенствование availability – доступность

emotional appeal – эмоциональное общение increase – увеличивать

reliever – мучение testimonial – характеристика appeal – подразумевать evaluating – оценка

II. Find the Russian Equivalents:

Product, strategies, benefits, advertising, competition, product, industries, spend, services, mislead, stimulated, reduce, attract, pressure, disadvantage, tempted, slogan, convince, emotional and rational appeals, reliever, testimonial, claim, term, the bandwagon, circus, parades, popularity, promotion, effort, evaluating.

III. Find the English Equivalents:

Реклама, цена, отрасль промышленности, потребитель, конкуренция, цель, выгоды от рекламы, усовершенствования, продукты и услуги, издержки, массовые рынки, стимулировать, недостатки, вводить в заблуждение, стратегия, слоганы, рациональное и эмоциональное общение, характеристика, использовать, популярность, зубная паста, объект усилий, маркетинг.

IV. Fill in the gaps with the words and expressions from the text:

1. … is one of the largest industries.

2. Advertising … consumers and the economy in a number of ways.

4. Advertising helps the … as a whole by stimulating consumer demand.

5. The information contained in advertising does not inform and often … the consumer.

6. Consumers are … to spend money for products they do not really need.

7. Tree strategies that have been especially popular with advertisers can be classified as

9. Some advertisements suggest that simply by using the advertised product you will be

10. Advertising often use … that sound great but mean little or nothing.

V. Answer the questions:

1. In what way do consumers and the economy benefit from advertising?

2. What are the benefits of advertising?

3. What are the disadvantages of advertising?

4. How are advertising strategies classified?

5. Can you give the examples of different advertising strategies on Russian TV?

6. What are the methods and types of advertising?

Business ethics

1. Ethics is the system of moral principles, rules of conduct and morality of choices that individuals make.

2. Business ethics is the application of moral standards to business situations.

3. Business ethics has become a matter of public concern.

4. All business people face ethical issues daily, and they stem from a variety of sources.

5. Although some types of issues arise infrequently, others occur regularly.

6. Let ’ s take a closer look at several ethical issues.

7. Fairness and Honesty.

Fairness and honesty in business are two important ethical concerns.

Besides obeying all lows and regulations, business people should refrain from deceiving, misrepresenting, or intimidating others.

8. Organizational Relationship.

A business person may be tempted to place his or her personal welfare above the welfare of the organization.

Relationship with customers and coworkers often create ethical problems – since confidential information should be secret and all obligations should be honoured.

Unethical behavior in these areas includes not meeting one ’ s obligations in a mutual agreement, and pressuring others to behave unethically.

9. Conflict of Interest.

Conflict of interest result when a business person takes advantage of a situation for his or her own personal interest rather than for the employer ’ s or organization ’ s interest.

Such conflict may occur when payments and gifts make their way into business deals.

A wise rule to remember is that anything given to a person that might unfairly influence that person’s business decisions is a bribe, and all bribes are unethical.

Business communications, especially advertising, can present ethical questions.

False and misleading advertising is illegal and unethical, and it can infuriate customers. Sponsors of advertisements aimed at children must be especially careful to avoid misleading messages.

Advertisers of health-related products must also take precautions against deception.

11. Relationships. Business ethics involves relationships between a firm and its investors, customers, employees, creditors and competitors.

Each group has specific concerns, and each exerts some type of pressure on management.

Investors want management to make financial decisions that will boost sales, profits, and returns on their investments.

Customers expect a firm ’ s products to be safe, reliable, and reasonably priced.

— Employees want to be treated fairly in hiring, promotion, and compensation

— Creditors require bills to be paid in time and the accounting information furnished by the firm to be accurate.

Competitors expect the firm ’ s marketing activities to portray its products truthfully.

11. Business ethics. Although there are exceptions, it is relatively easy for management to respond in an ethical manner when business is good and profit is high.

However, concern for ethics can dwindle under the pressure of low or declining profit. In such circumstances, ethical behaviour may be compromised.

Expanding international trade has also led to an ethical dilemma for many firms operating in countries where bribes and payoffs are an accepted part of business.

In the U. S. government agencies have prosecuted several companies for «illegal payoffs», in spite of the fact that there is as yet no international code of business ethics. Unit stronger international laws or ethics codes are in place, such cases will be difficult to investigate and effective prosecution is not possible.

Encouraging ethical behavior

12. Ethics. When no company policy exists, a quick check if behaviour is ethical is to see if others- coworkers, customers, suppliers, and the like- approve of it.

Openness will often create trust and help build solid business relationships.

What affects a person ’ s inclination to make either ethical or unethical decisions is not entirely clear.

There general sets of factors influence the ethics of decisions making.

First, an individual ’ s values, attitudes, experiences, and knowledge influence decision making. Second, the absence of an employer ’ s official code of behaviors and values of others, such as coworkers, supervisor, and company official, affect the ethics of a person.

13. Ethics and etiquette. There is some difference between business ethics and etiquette. Etiquette means rules for formal relations or polite social behavior among people in a society or a profession.

If you are a manager you should stick to the following rules in your everyday activities.

— Don ’ t order, ask and be polite.

— Remember that people work with you, not for you. They like to be treated as associates, not slaves.

— Keep your promises, both important and less important promises.

— Criticize, if you must, only in private-and do it objectively. Never criticize anyone in public or in anger.

You should say «Good morning» when you come in and «please» and «Thank you» at every opportunity.

public concern – общественная значимость face – сталкиваться

stem – возникать, происходить closer – более тщательно

refrain (from) – воздерживаться (от) misrepresent – представлять в ложном свете intimidate – запугивать

coworker – сотрудник, коллега

meet obligation – выполнять обязательства take advantage (of) – воспользоваться make way – проникать

infuriate – приводить в ярость aim (at) – предназначать (для)

health-related – относящийся к здоровью

take precautions – принять меры предосторожности involve – включать

boost – повышать hire – нанимать

in an ethical manner – этически dwindle – уменьшаться, ухудшаться decline – понижаться

payoff – оплата, вознаграждение

prosecute – преследовать в судебном порядке code – кодекс

code of ethics – моральный кодекс be in place – вводить

supplier – поставщик inclination – склонность

stick (of) – придерживаться (чего-либо)

II. Find the Russian Equivalents:

Rules of conduct, morality of choices, ethical issues, fairness and honesty, lows and regulations, personal welfare, relationship, coworker, unethical behavior, mutual agreement, business deal, payments and gifts, bribe, false and misleading, advertising, misleading message, advertiser, health-related product, deception, precaution, precaution against deception, return on the investment, safe and reliable products, gifts, accurate accounting information, illegal payoff, low and declining profit, international trade, ethics code, effective prosecution, trust, ethical decision making, individual ’ s values, deceive, misrepresent, intimidate, obey, create, meet obligations, press, approve (of), affect, take advantage (of), investigate, respond.

III. Find the English Equivalents:

Справедливость и честность, законы и постановления, правила поведения, этичное поведение, неэтичное поведение, взаимоотношения с сотрудниками, личное благосостояние, деловая этика, конфиденциальная информация, конфликт интересов, ложное и вводящее в заблуждение рекламирование, реклама, рекламодатель, взятка, обман, оплата, предосторожность, деловая сделка, конкурент, низка прибыль, моральный кодекс, безопасная и надежная продукция, доверие, достоинства личности, сталкивать с этическими вопросами, обманывать, запугивать, представлять в ложном света, выполнять обязательства, оказывать давление на руководство, создавать доверие, воспользоваться (чем-либо), воздерживаться от обмана, принятие этических решений.

IV. Fill in the gaps with the words and expressions from the text:

2. A business person may be tempted to place his/her personal … above the welfare of others.

3. A conflict of interest results when a business person … of a situation for his or her own personal interest rather than for the employer ’ s or organization ’ s interest.

4. Anything given to a person that might unfairly influence that person ’ s business decision is a … and all … are unethical.

5. Business people should refrain from deceiving, misrepresenting, or … others.

9. Government agencies have prosecuted several companies for … in spite of the fact that there is as yet no international code of business ethics.

V. Answer the questions:

1. What is ethics?

2. Give the definition of business ethics.

3. What are two important ethical concerns?

4. What can you say about false and misleading?

5. What do employees want in their relationship with management?

6. Why is effective prosecution of «illegal payoffs» difficult in international trade?

7. State the difference between ethics and etiquette.

Вариант 4

Market economies

1. In a true market economy the government plays no role in the management of the economy, the government does not intervene in it.

2. The system is based on private enterprise with private ownership of the means or production and private supplies of capital which can be defined as surplus income available for investment in new business activities.

Workers are paid wages by employers according to how skilled they are and how many firms wish to employ them.

3. They spend their wages on the products and services they need.

4. Consumers are willing to spend more on products and services, which are favored.

5. Firms producing these goods will make more profits and this will persuade more firms to produce these particular goods rather than less favored ones.

6. Thus, we can see that in a market economy consumers decide what is be produced.

7. Consumers will be willing to pay high prices for products they particularly desire.

8. Firms, which are privately owned, see the opportunity of increased profits and produce the new fashionable and favored products.

9. Such a system is, at first view, very attractive.

The economy adjusts automatically to meet changing demands.

10. No planners have to be employed, which allows more resources to be available for production. Firms tend, to be highly competitive in such an environment.

11. New advanced products and low prices are good ways to increase sales and profits. Since all firms are privately owned they try to make the largest profits possible.

12. In a free market individual, people are free to pursue their own interests.

13. They can become millionaires, for example.

14. Suppose you invent a new kind of car.

You want to make money out of it in your own interests.

15. But when you have that car produced, you are in fact moving the production possibility frontier outwards.

16. You actually make the society better-off by creating new jobs and opportunities, even though you become a millionaire in the process, and you do it without any government help or intervention.

17. Not surprisingly there are also problems.

18. Some goods would be underpurchased if the government did not provide free or subsidized supplies.

19. Examples of this type of good and service are health and education.

20. There are other goods and services, such as defense and policing, that are impossible to supply individually in response to consumer spending.

21. Once defense or a police force is supplied to a country then everyone in this country benefits.

22. A cornerstone of the market system is that production alters swiftly to meet changing demands. These swift changes can, however, have serious consequences.

23. Imagine a firm, which switches from labour-intensive production to the one where new technology is employed in the factory.

24. The resulting unemployment could lead to many social as well as economic problems.

25. In a market economy there might be minimal control on working conditions and safety standards concerning products and services.

26. It is necessary to have large-scale government intervention to pass laws to protect consumers and workers.

27. Some firms produce goods and then advertise heavily to gain sufficient sales.

28. Besides wasting resources on advertising, firms may also duplicate one another’s services.

29. Rival firms providing roll services for example, could mean that two or more systems of rail are laid.

30. Finally, firms have to have confidence in future sales if they are to produce new goods and services.

31. At certain times they tend to lack confidence and cut back on production and the development of new ideas.

32. This decision, when taken by many firms, can lead to a recession.

33. A recession means less spending, fewer jobs and a decline in the prosperity of the nation.

private enterprise (entrepreneurship) – частное предпринимательство public property, common ownership — общественная собственность state-owned property, state ownership – государственная собственность private supplies of capital — частный капитал

surplus income available for investment in new business activities — дополнительный доход, который можно вложить в новое дело

to employ — использовать, предоставлять работу, нанимать

to adjust automatically — автоматически приспосабливаться; приводиться в соответствие

make the largest profits possible — получить наибольшую возможную прибыль to make money out of it – зарабатывать деньги на том

to move the production possibility frontier outwards – продвинуть вперед предел производственных возможностей

to make the society better-off – сделать общество более состоятельным

to create new jobs and opportunities – создать новые рабочие места, новые возможности

to provide free or subsidized – обеспечить бесплатное или субсидированное (дотированное) предоставление (товаров, услуг)

in response to (in answer to) – в ответ на a cornerstone – краеугольный камень to alter swiftly – быстро меняться

labor-intensive production – трудоемкое производство safety standards – нормы техники безопасности

large-scale intervention – широкомасштабное вмешательство to pass laws – принимать законы

to gain sufficient – добиться достаточного объема продаж rival firms – фирмы-конкуренты, соперники

II. Find the Russian Equivalents:

New advanced products; products, which are favored; they try to make the largest profits possible; provide free or subsidized supplies; produce goods and then advertise heavily; a firm which switches from labour-intensive production to a new one; a decline in the prosperity of the nation; to create new jobs and opportunities; safety standards; to move the production possibility frontier outwards; to make the society better-off; to pass laws.

III. Find the English Equivalents:

IV. Fill in the gaps with the words and expressions from the text:

V. Answer the questions:

1. What is a market economy?

2. What is the mechanism of. producing goods and services in a market economy?

3. In what way do changing demands affect production in a market economy?

4. What is the main difference between a market economy and a planned economy?

6. What are the disadvantages of a market economy?

Вариант 5

Motivation

Definition of motivation

1. Motivation is the personal internal «force» that causes people to work to achieve organizational goals and by doing it to satisfy their personal needs.

2. When we say that a job motivates employees, we mean that it activates this force or the process within employees to behave in a particular way.

3. When it seems that employees work only to achieve the general goals of an organization, they behave in this way only to achieve their own purposes to satisfy their needs.

4. The task of the manager is to create the possibilities for the employees to satisfy their needs to the full extent as a reward for their work and skills.

5. Practical management is based on certain scientific theories. Scientific theories of motivation

6. There are several scientific theories of motivation.

7. Taken together, these models of motivation represent a good «guide book» for managers.

8. We shall consider only some of them.

9. One of the first approaches to employee’s motivation was Frederick Taylor ’ s scientific theory. Taylor believed that employees work only for money and that they must be closely supervised and managed.

10.He reasoned that the pay should be tied to output because workers «soldiered» or worked slowly. He said that the more a person produced, the more he or she should be paid.

11.This gave rise to the piece-rate system under which employees are paid a certain amount for each unit of output they produce.

12.This theory didn ’ t take into account social processes in the workplace.

13.Douglas McGregor labeled this view Theory X and than described an alternative view called Theory Y which was based on the idea that employees can be motivated to behave as responsible members of an organization when it is clear to them that accomplishing the organizational goals will bring them personal rewards.

14.This leads to the dedication and loyalty to the firm that are in evidence at the Japanese firms with the common desire to do thus increase productivity.

15.People will work towards goals to which they are committed.

16.McGregor maintained that his theory (Theory Y) was much more effective as a guide for managers.

17.However, human motivation is a complex and dynamic process to which there is no simple key. A variety of factors must be considered in any attempt to increase motivation.

Hierarchy of needs

18.Abraham Maslow, an American psychologist, advanced a theory of a hierarchy of needs. Maslow assumed that people seek to a variety of needs.

Physiological needs. Safety needs. Social needs. Esteem needs. Self-realization needs. 20.At the most basic level are physiological needs, the things we require to survive. 21.These needs include food and water, clothing, shelter, and sleep.

22. In the employment context, these needs are usually satisfied through adequate wages.

23. At the next level are safety needs, the things we require for physical and emotional security. Safety needs may be satisfied through job security, health insurance, pension plans, and safe working conditions.

24. Next are the social needs, the human requirements for love and affection and a sense of belonging.

25. To an extent, these needs can be satisfied through the work environment and the informal organization.

26. But social relationship beyond the workplace-with family and friends, for example- are usually needed too.

27. At the level of esteem needs, we require respect and recognition (the esteem of others), as well as a sense of our own accomplishment and worth (self-esteem).

28. These needs may be satisfied through personal accomplishment, promotion to more responsible jobs, various honors and awards, and other forms of recognition. 29.At the uppermost level are self-realization needs, the needs of people to increase

all their human potentials and capabilities.

30. These are the most difficult needs to satisfy, and the means of satisfying them vary with the individual.

31. For some people, learning a new skill, starting a new career, or becoming «the best» at some endeavor may be the way to satisfy the self-realization needs.

32. Maslow suggested that people work to satisfy their physiological needs first, then their safety needs, and so on up the «needs ladder».

33. In general, they are motivated by the needs at the lowest (most important) level that remain unsatisfied.

34. However, needs at the next-higher level come into play.

35. If the majority of a person ’ s physiological and safety needs are satisfied, that persons will be motivated primarily by social needs.

36. As needs at one level are ratified, people try to satisfy needs at the next level.

by doing it – зд. Тем самым

within (employees) – зд. У (работников) to the full extent – в полной мере

guide book – руководство closely – зд. тщательно reason – зд. доказывать

output – производительность, выработка

solider – разг. Увиливать от работы, «сачковать» give rise (to) – вызывать, порождать

Theory X – теория Х Theory Y – теория У

be in evidence – зд. наблюдаться towards – зд. Ради (чего-либо)

a variety (of) – ряд

employment context – рабочая среда

safety needs – потребность в безопасности job security – безопасность работы

pension plans – зд. Пенсионное обеспечение requirement for – потребность в

to an extent – в некоторой степени work environment – рабочая обстановка esteem needs – потребность в уважении accomplishment – зд. достижение uppermost – самый верхний

self-realization needs – потребность в самореализации endeavor – предприятие

needs ladder – лестница потребностей come into play – зд. Вступают в действие

II. Find the Russian Equivalents:

Rate system, unit of output, dedication and loyalty, hierarchy of needs, variety of needs, sequence, psychological needs, esteem needs, social needs, safety needs, self-realization needs, adequate wages, physical and emotional security, job security, health insurance, sense of belonging, respect and recognition, self-esteem, personal accomplishment, promotion, honors and rewards, endeavor, majority, achieve goals, behave, create, consider, supervise, advance a theory, arrange needs, satisfy needs, grow and develop, learn, represent motivate.

III. Find the English Equivalents:

Личная внутренняя сила; личные потребности; достижение общих целей; их собственные цели; задача менеджера; возможность; награда; мастерство; научная теория; модели мотивации; мотивация работников; научный менеджмент; сдельная система; единица продукции; ответственные члены организации; преданность и верность; удовлетворение; признание; самоуважение; физическая безопасность; безопасность работы; страхование на случай болезни; потребности в самореализации; потребности в безопасности; физиологические потребности; ряд потребностей; иерархия потребностей; почести и награды; выдвигать теорию; удовлетворять потребности; достигать цели; расти и развиваться; мотивировать; надзирать; вести себя; создавать; выживать; предполагать; осуществлять; создавать; вызывать.

IV. Fill in the gaps with the words and expressions from the text:

1. Motivation is the personal … «Force» that causes to work to … organizational and doing it to … their personal needs.

2. Taylor believed that employees work only for … and that they must be closely supervised and management.

3. Taylor ’ s theory … to the piece-rate system.

4. Theory Y was based on the idea that … can be motivated to … as responsible members of the organization and this leads to … and loyalty.

8. Maslow suggested that people work to satisfy their … first.

9. As needs at one level are satisfied people try to … need at the next level.

V. Answer the questions:

1. What is motivation? Give a short definition.

2. What is practical management based on?

3. State the main difference between Taylor’s and McGregor’s theories (Theory X and Theory Y).

4. Which theory of these two takes into account social process in the workplace?

5. State two main factors that help increase productivity at the Japanese firms.

6. Why do people at the Japanese firms work towards organizational goals?

7. Find in the text the words and word combinations which define safety needs, social needs, and esteem needs.

Вариант 6

Planned economies

1. Planned economies are sometimes called «command economies» because the state commands the use of resources (such as labour and factories) that are used to produce goods and services as it owns factories, land and natural resources.

2. Planned economies are economies with a large amount of central planning and direction, when the government takes all the decisions, the government decides production and consumption.

3. Planning of this kind is obviously very difficult, very complicated to do, and the result is that there is no society, which is completely a command economy.

4. The actual system employed varies from state to state, but command or planned economies have a number of common features.

5. Firstly, the state decides precisely what the nation is to produce.

6. It usually plans five years ahead.

7. It is the intention of the planners that there should be enough goods and services for all.

8. Secondly, industries are asked to comply with these plans and each industries and factory is set a production target to meet.

9. If each factory and farm meets its target, then the state will meet its targets as set out in the five-year plans.

10. You could think of the factory and farm targets to be objectives which, if met, allow the nation’s overall aim to be reached.

11. A planned economy is simple to understand but not simple to operate.

It does, however, have a number of advantages: everyone in society reserves enough goods and services to enjoy a basic standard of living.

12. Nations do not waste resources duplicating production.

13. The state can use its control of the economy to divert resources to wherever it wants. As a result, it can ensure that everyone receives a good education, proper health care or that transport is available.

14. Several disadvantages also exist.

15. It is these disadvantages that have led to many nations abandoning planned economies over recent years:

16. There is no incentive for individuals to work hard in planned economies. 17.Any profits that are made are paid to the government.

18.Citizens cannot start their own businesses and so new ideas rarely come forward 19.As a result, industries in planned economies can be every inefficient.

20.A major problem faced by command or planned economies is that of deciding what to produce. Command economies tend to be slow when responding to changes in people’s tastes and fashions. Planners are likely to under produce some items, as they cannot predict changes in demand.

21. Equally, some products, which consumers regard as obsolete and unattractive, may be overproduced.

22. Planners are afraid to produce goods and services unless they are sure substantial amounts will be purchased. This leads to delays and queues for some products.

23. Command and market economies both have significant faults.

24. Partly because of this, an intermediate system has developed, known as mixed economies.

25. A mixed economy contains elements of both market and planned economies.

26. At one extreme we have a command economy, which does not allow individuals to make economic decisions, at the other extreme we have a free market, where individuals exercise

27. considerable economic freedom of choice without any government restrictions. 28.Between these two extremes lies a mixed economy. In mixed economies some

resources are controlled by the government whilst others are used in response to the demands of consumers.

29. Technically, all the economies of the world are mixed.

30. Some countries are nearer to command economies, while others are closer to free market economies.

31. The aim of mixed economies is to avoid the disadvantages of both systems while enjoying the benefits that they both offer.

32. So, in a mixed economy the government and the private sector interact in solving economic problems.

33. The state controls the share of the output through taxation and transfer payments and intervenes to supply essential items such as health, education and defense, while private firms produce cars, furniture, electrical items and similar, less essential products.

34. The UK is a country with mixed economy. Some services are provided by the state (for example, health care and defense) whilst a range of privately owned businesses offer other goods and services.

to own — владеть

a large amount — большой объем

central planning and direction — центральное планирование и руководство complicated —сложный

to have a number of common features – иметь ряд общих черт to comply with — подчиняться

a production target to meet — производственная задача(задание), которую надо выполнить

an overall aim — общая цель

to enjoy a basic standard of living — иметь основной уровень жизни to duplicate production — дублировать производство

to divert — отвлекать (напр. ресурсы на др. цели)

a major problem faced by command or planned economies — основная проблема, стоящая перед командной или плановой экономикой

changes in tastes and fashions – изменение вкусов и моды

to regard smth as. — воспринимать что-либо, относиться к чему-либо как… obsolete (syn. out of date) — устарелый, вышедший из употребления

delays and queues — зд. перебои с (товарами) и очереди

at one extreme. at the other extreme – на одном полюсе…на другом

to exercise considerable economic freedom of choice- иметь значительную экономическую свободу выбора

whilst [wailst] = while — в то время как, пока

state-controlled industry —промышленность, контролируемая государством to avoid disadvantages — избегать недостатков

to enjoy the benefits — иметь преимущества, пользоваться преимуществами to interact —взаимодействовать

to solve economic problems — решать экономические проблемы a share of the output —доля в объеме производства

essential items — товары и услуги первой необходимости a range of businesses — зд. ряд компаний, фирм

II. Find the Russian Equivalents:

use of resources, command economies, produce goods and services, central planning and direction, take all the decisions, production and consumption, common features, basic standard of living, duplicating production, delays and queues, substantial amounts, to underproduce, to overproduce, an overall aim, disadvantages; health care and defense; to enjoy the benefits; to solve economic problems; to exercise considerable economic freedom of choice; state-controlled industry; a major problem faced by command or planned economies;

III. Find the English Equivalents:

имеющиеся в распоряжении ресурсы; управлять использованием ресурсов; управление экономикой; отказываться от плановой экономики; иметь высокий жизненный уровень; иметь общие черты; подчиняться 5-летнему плану; значительное количество; ставить производственные задачи; полученная прибыль; стимул к эффективной работе; перебои и очереди; реагировать на изменения спроса; предсказывать изменения спроса; основная проблема, стоящая перед;

..избегать недостатков; частный сектор; налогообложение; централизованно принимать экономические решения; на одном полюсе – на другом; без ограничений; взаимодействовать в решении проблем; пользоваться благами; правительство, возглавляемое…

IV. Fill in the gaps with the words and expressions from the text:

V. Answer the questions:

1. What is an economic system?

2. What does a standard of living depend on?

3. What is a planned economy?

4. What are the main features of a planned economy?

5. What are the advantages of a planned economy?

6. What are the disadvantages of a planned economy?

7. What causes delays and queues for some products?

8. What are other advantages and disadvantages of a planned economy?

VI. Open the brackets using the verbs in the correct Tense and Voice:

1. Papers (deliver) usually at 8 in the morning, they (look through) at the moment and you’ll get yours soon. 2. Dresses (make) preferably of cotton in hot countries. This wonderful costume (make) specially for this performance now. 3. What strange sounds! – Oh, our piano (tune). 4 Where is your car? – It (fill) in the garage at the moment. 5. Tea (lay) usually on the balcony in fine weather. 6. Many towns (destroy) by the earthquake in Italy last year. 8. The helicopter (construct) in Russia. 9. He (throw) out of class for cheating yesterday. 10. The pop singers arrived at the airport and (welcome) by thousands of fans. Flowers (throw) at them all the way to the exit.11. The exposition (open) when we drove up to the picture gallery. 12. The decorations (complete) an hour ago. 13. The preparations for the party just (finish) and the guests are already arriving. 14. The baby (feed) an hour ago. – Christopher (feed) yet? – Not yet. 15. He (not see) for a week already. 16. The child hopes he (give) a computer by Santa Claus, but his parents made up their minds that the boy (present) with a new scooter. 17. The boss assured the staff they (tell) about the coming changes. 18. Don’t worry! The burglars (catch) by the police – Hm, but they are sure they (not catch). 19. Get your passports ready, they (examine) by the officer. Do you remember we were warned that our papers (examine) here? 20. The whole state hoped he (elect) a congressman.

Recruitment

1. When a company needs to recruit or employ new people, it may decide to advertise the job or position in the «NEED HELP» section of a newspaper.

3. A company may also ask candidates to complete a standard application form.

4. The company’s Human Resources department will then select the most suitable applications and prepare a short list of candidates or applicants, who are invited to attend an Interview.

6. A growing number of companies are no longer satisfied with traditional job interviews.

7. Instead, they are requiring applicants for many white-collar jobs to submit to a series of written tests, role-playing exercises, simulated decision-making exercises.

8. Others put candidates through a long series of interviews by psychologists or trained interviewers.

9. The tests are not about mathematics or grammar, nor about any of the basic technical skills for which many production, sales and clerical workers have long been tested.

10. Rather, employers want to evaluate candidates on the following qualities:

11. Is the candidate creative and entrepreneurial?

12. Can the candidate lead and coach?

13. Is the candidate flexible and capable of learning?

14. Does the candidate have enough skills and knowledge?

15. How will the candidate function under pressure?

16. Will the potential recruit fit the corporate culture?

17. These tests, which can take from an hour to two days, are all part of a broader trend.

18. Companies are’-getting much more craftily about hiring.

19. Ten years ago, candidates could win a top job with the right look and the right answers to questions such as «Why do you want this job?»

20. Now, many candidates are having to face questions and exercises intended to learn how they get things done.

21. They may face questions such as «Who is the best manager you ever worked for and why?» or «What is your best friend like?»

22. To answers, psychologists say, reveal much about a candidate’s management style and about himself or herself.

23. The reason for the interrogations is clear: many hired candidates work out badly.

24. The cost of bringing the wrong person on board is sometimes huge.

$250,000 for a top executive.

26. With the pace of change accelerating in markets and technology, companies want to know how an executive will perform, not just how he or she has performed.

27. Years ago, employers looked for experience has the candidate done this before?

28. Most companies have not changed this practice until now.

29. Research has shown that most decision makers make their hiring decision in the first five minutes of an interview and spend the rest of the time rationalizing their choice.

30. Even companies that have not started extensive testing have toughened their hiring practices.

31. They make the comprehensive testing aimed to measure skills in communications, analysis and organization, management style and personality traits.

position — зд. работа

letter of application = covering letter — заявление о приёме curriculum vitae = resume — автобиография

application form — заявление о приёме нa pa6oтy

short list of candidates or applicants – краткий список кандидатов interview — собеседование

to hire – нанимать

recruitment agency = search firm — aгентство по трудоустройству a series — ряд

to simulate —моделировать

II. Find the Russian Equivalents:

Interview, covering letter, psychologists, to hire, curriculum vitae, comprehensive, experience, a series, candidates, to simulate, provide, himself or herself, applicants, recruitment agency; letter of application, curriculum vitae, hiring decision; to measure skills, pace of change, short list of candidates or applicants, interrogation.

III. Find the English Equivalents:

Собеседование, приём на работу, нанимать, автобиография, работа, человеческие ресурсы, ряд, ссылки, предоставлять, агентство по трудоустройству, краткий список кандидатов, стиль управления, оценивать кандидата, опыт работы и образование, ролевая игра, моделировать, творческий и предприимчивый, личные черты характера.

IV. Fill in the gaps with the words and expressions from the text:

6. … and organization, management style and personality traits.

V. Answer the questions:

1. When a company needs to recruit or employ new people what does it do?

2. What department deals with the selection of applications?

3. What kind of test do candidates do?

4. What is the searching and training cost for a top manager?

6. What kind of questions may they face?

VI. Open the brackets using the verbs in the correct Tense and Voice:

1 We are finishing the last preparations for the party: the lights (switch on), the floors (clean), the tables (lay). Do you think we’ll be ready on time? 2. I’ve got two questions to you First: «What language (speak) all over the world?» Second: «What language (speak) in this room?». 3. The witness (question) by the police-in-spector now. 4. The old motorway (use) by many people, but it’s not very convenient, that’s why a new ring-road (build) in the city. 5. Our luggage (examine) at the Customs now. Any luggage going abroad (check) usually here. 6 He couldn’t go out as his suit and shirt (clean). 7. The petrol tank (fill) last week. 8 The policeman noticed that the suitcase (carry) by the porter in a most strange way. 9. The naughty boy (teach) a very good lesson by his friends. 10 When I came to the skating-rink he (teach) to skate by his elder brother. 11. The paper (not read) by anyone yet. 12. The suit (not wear) for a long time. 13. This fact (not mention) in his last speech. 14. I’m happy as I just (allow) to stay here for an extra day. 15. She (teach) music in her childhood. 16. Mind, you (punish) if you disobey my orders. 17. I wonder when my project paper (publish). 18. The child (bring up) in a respectable family. 19. They made sure that the child (bring up) by decent people. 20 Don’t leave your bicycle outside. It (steal).

Вариант 8

Human Resources or «Labor»

17. Economists call the physical and mental effort that people put into the creation of goods and services labor.

18. The price paid for the use of labor is called wages. 19.Wages represent income to workers, who own their labor. Capital

20. To the economist, physical capital (or «capital» as it is commonly called), is something created by people to produce other goods and services.

21. A factory, tools and machines are capital resources because they can be used to produce other goods and services.

22. The term «capital» is often used by business people to refer to money they can use to buy factories, machinery and other similar productive resources.

23. Payment for the use of someone else’s money, or capital, is called interest.

24. Closely associated with labor is the entrepreneurship, the managerial or organizational skills needed by most firms to produce goods and services.

25. The entrepreneur brings together the other three factors of production. 26.When they are successful, entrepreneurs earn profits.

27. When they are not successful, they suffer losses.

28. The reward to entrepreneurs for the risks, innovative ideas and efforts that they have put into the business, they obtain the money that remains after the owners of land, labor and capital have received their payments.

overall output — полный выпуск продукции

cause-and-effect relationship – причино-следственные связи production and consumption — npoизводство и потребление factors of production — факторы производства

natural resources – природные pecypcы human resources — человеческиe pecypcы

capital and entrepreneurship — капитал и предпринимательство return or reward — доход или вознаграждение

wildlife and timber resources – живая природа и ресурсы древесины

to allocate the factors of production — размещать факторы производства to postpone — откладывать

II. Find the Russian Equivalents:

Individual consumers, overall output, total income, opportunity costs, factors of production, include, has a place in economic system, provided by nature, to include, physical and mental effort, capital resources, successful, suffer losses, to obtain, factors of production, wildlife and timber resources, to allocate the factors of production, cause- and-effect relationship, overall output,

III. Find the English Equivalents:

природные ресурсы, экономическая система, порождать, направлены на создание, доход работника, деловые люди, плата, собирать воедино, остались после использования

IV. Fill in the gaps with the words and expressions from the text:

1. … is the study of the economy as a whole; … is the study of individual consumers and the business firm.

2. The factors of production include …, human resources, … and entrepreneurship.

3. Wages represent …, who own their labor.

4. The term «capital» is often used by business people to refer to money they can use to buy …, … and other similar productive resources.

5. The … brings together the other three factors of production.

V. Answer the questions:

1. What’s the difference between macroeconomics and microeconomics?

2. What questions does macroeconomics examine?

3. What questions does microeconomics examine?

4. What are the factors of production?

5. What is the fuel that drives the economy?

6. What are the natural resources?

8. What is the capital?

9. What is the role of entrepreneurship in production?

VI. Open the brackets using the verbs in the correct Tense and Voice:

1. We (give) a lot of advice by our parents. 2. All the contracts (sign) by the President. 3 You’ll have your copy soon, the contract (type). 4. You can’t use the fax now, it (fix). 5 Lots of people (operate on) in this clinic. And now unfortunately my uncle John (operate) on here. 6. His cousins (fine) for exceeding speed limit yesterday. 7. I drove up to the shop just as it (close), but the owner was kind enough to let me in. 8. They (award) the highest prize. 9. She watched television while dinner (prepare). 10. When I came into the kitchen I smelt something delicious. My favourite cookies (bake) in the oven. 11. You ever (teach) to play chess? 12. I just (advise) to keep to a diet. 13. The sportsmen (give) instructions before the match. 14. The motorist (disqualify) some five months ago. 15. I can’t believe my eyes! My book (publish) already! 16. When he turns up, he (tell) the truth. 17. The new spaceship (launch) in Florida in some days. 18. The delegation (meet) at the airport. 19. No one expected that the flight (delay). 20. We felt happy that the car (repair) the next day.

What is a Manager?

1. A number of different terms are often used instead of the term “manager”, including “director”, “administrator” and “president”.

2. The term “manager” is used more frequently in profit-making organizations, while the others are used more widely in government and non-profit organizations such as universities, hospitals and social work agencies.

3. So, who do we call a “manager”?

4. In its broad meaning the term “managers” applies to the people who are responsible for making and carrying out decisions within a certain system.

5. A personnel manager directly supervises people in an organization.

6. Financial manager is a person who is responsible for finance.

7. Sales manager is responsible for selling of goods.

8. Almost everything a manager does involves decision – making.

9. When a problem exists a manager has to make a decision to solve it.

10. In decision-making there is always some uncertainty and risk.

11. Management is a variety of specific activities.

12. Management is a function of planning, organizing, coordinating, directing and controlling.

13. Any managerial system, at any managerial level, is characterized in terms of these general functions.

14. Managing is a responsible and hard job.

15. There is a lot to be done and relatively little time to do it.

16. In all types of organizations managerial efficiency depends on manager’s direct personal relationships, hard work on a variety of activities and preference for active tasks.

17. The characteristics of management often vary according to national culture, which can determine how managers are trained, how they lead people and how they approach their jobs.

18. The amount of responsibility of any individual in a company depends on the position that he or she occupies in its hierarchy.

19. Managers, for example, are responsible for leading the people directly under them, who are called subordinates.

20. To do this successfully, they must use their authority, which is the right to take decisions and give orders.

21. Managers often delegate authority.

22. This means that employees at lower levels in the company hierarchy can use their initiative, that is make decisions without asking their manager.

frequently – часто while – в то время как call – называть

apply – употреблять decision – решение solve – решать

uncertainty – неопределенность variety – разнообразие

direct – руководить hard – тяжелая, жесткая

relatively – относительно depend – зависеть relationships – отношения according to – согласно subordinate – подчинение successful – успешный

authority – власть, полномочия

II. Find the Russian Equivalents:

Different terms; term “manager”; frequently; non- profit; social work agencies; applies; responsible for; financial manager; sales manager; almost everything; solve; uncertainty; variety; function; planning, coordinating, directing and controlling; hard job; relatively little time; depends on; relationship; preference; occupies; hierarchy; subordinate; authority; initiative.

III. Find the English Equivalents:

Термин «менеджер», часто, широкий, в то время как, больницы, агентства социальной работы, употреблять, решение, ответственный за, функция, финансовый менеджер, менеджер по продаже, почти все, решать, неопределенность, разнообразие специфической деятельности, руководство и контроль, относительно, отношения, зависит от, занимать, иерархия, низший уровень, подчиненный, власть, успешный, инициатива.

IV. Fill in the gaps with the words and expressions from the text:

1. The … … is used more frequently in profit- marking organization.

2. The term “manager” applies to the people who are … … and … out … within a certain system.

4. Sales manager is responsible for … of goods.

V. Answer the questions:

1. What is manager’s role in an organization?

2. What concrete activities a production manager (financial manager, personnel manager, marketing manager) is responsible for?

3. What is the difference between sales management and marketing management?

4. What means to delegate authority?

5. Does the amount of responsibility of any individual in a company depend on the position that he or she occupies in its hierarchy?

VI. Open the brackets using the verbs in the correct Tense and Voice:

1. Most cameras (make) in Japan. 2. What are you doing here in the hall? –My room (clean). 3. Can you hear footsteps behind? We (follow). 4. This bill often (refer to). 5. He is such a nice chap. Why he so often (laugh at)? 6.The windows look dirty though they (clean) yesterday. 7. Steve and Sue couldn’t play football on the lawn as it (mow).8. I (ask) a lot of questions about my private life.9. Mr. Day couldn’t wear his favourite trousers as they (clean). 10. The computer program was very easy. It (learn) for a couple of hours. 11. I am not going to the party I (not invite). 12. The first baths (build) by the Romans. 13.Where is my bicycle? It’s gone. It (steal). 14.This room looks different. It (paint) since I was last here? 15. Why have you come today? – The date of the meeting (change). 16. Did he tell you if the money (pay) in September? 17 The committee informs that the food (send) to Africa next week. 18. You (give) two hours to make your decision. 19. The young man added that flowers (send) to her every day. 20. We were assured the dog (look after) well.

Введение

Целью учебного пособия является совершенствование навыков чтения, понимания, анализа и перевода аутентичных англоязычных текстов по деловому английскому языку, снятие лексико-грамматических трудностей при выполнении заданий, ознакомление студентов с принципами делового общения на иностранном языке и с терминологическим аппаратом, необходимым для лучшего усвоения материала и развития навыков устной речи.

В результате освоения дисциплины обучающийся должен:

Вариант 1

I. Read and translate the text.

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