Discuss in pairs the topic “Profit”.

Get ready to speak in detail about profit.

V. Written Task

Translate into Russian using a dictionary.

HOW TO INCREASE PROFIT?

Profits are not fixed or guaranteed, there are ways a business owner can help to increase profit.

Increasing sales is a popular way to increase profit. Businesses try to increase sales by offering better quality products or services than competitors, by keeping prices at/or below the level of competitors, and by using promotional techniques, such as personal selling, creative displays, special sales, and advertising.

Profits can be increased when workers are more efficient. This means that workers must use scarce resources wisely. These resources include such things as time and supplies. For example, workers should spend time on the job working, rather than talking with others or taking care of personal matters. When workers are efficient, they are able to produce more for the company. Increased production can result in more sales and more profit. Many businesses reward employees for efficient work habits through monetary bonuses and other rewards. Some of the work habits, which are rewarded, are promptness, regular attendance, and supe­rior performance. Increasing worker efficiency is receiving much attention as businesses realize just how much time and money can be saved.

Another way of increasing profit is decreasing expenses. Businesses can decrease expenses in several ways. They might consider eliminating some free services, such as delivery, gift wrapping, or alterations. Businesses must be certain that their expenditures in terms of cost of merchandise are at the best prices. Perhaps a new supplier would offer better prices or benefits than a current supplier. In addition, businesses should try to obtain the best rates for such expenses as advertising, insurance, etc., and should try to keep payroll expenses as low as possible without sacrificing service to customers. And, businesses should encourage workers to use resources-wisely. For example, turning off lights and equipment when not being used and not wasting supplies. Decreasing expenses is the best way that businesses can help to increase profit.

УЧЕБНЫЙ ЭЛЕМЕНТ 4 (УЭ-4) ADVERTISING

I. Improve your wordpower.

Study the

persuasive (adj) promote (v) substitute (v) feedback (n) outweigh (v) challenge (n) contend (v) appreciate (v) announce (v) hinder (v) intend (v) particular (adj) inventory (n) reduction (n) utilize (v) assertive (adj) eventual sale (n) goodwill (n)

following words and word combinations:

убедительный

продвигать

замещать

отклик, реакция

перевешивать

вызов

бороться, состязаться

оценивать, признавать

объявлять

мешать, препятствовать

намереваться

особенный

опись, список, реестр

сокращение

использовать

позитивный, утвердительный

возможные продажи

репутация фирмы

Using a dictionary add as many words as possible into the table.

Match the words with the definitions below.

1. persuasive (adj)

2. substitute (v)

3. outweigh (v)

4. challenge (n)

5. appreciate (v)

6. hinder (v)

7. particular (adj)

8. inventory (n)

9. utilize (v) 10.assertive (adj)

a. the quality of demanding competitive action, interest or thought b.a list of all the goods in a place

c. forceful; expressing or tending to express strong opinions or claims d.able to make somebody do or believe something

e. to understand and enjoy the good qualities or value of

f. worthy of notice; special, unusual
g.to make good use of
h.to prevent someone of doing something
i. to be important than
j. a person or thing acting in place of another

4. Choose the words with similar meaning from the two groups and
arrange them in pairs.

A. persuasive, promote, substitute, outweigh, challenge, appreciate, announce,
particular, inventory, reduction, assertive

B. specific, to be aware of, confident, convincing, contest, decrease,
replacement, list, exceed, move up, declare

What are the opposites?

Rise, impel, thwart, ordinary, unconvincing, negative

6. Form all possible word combinations using the words of both
columns and translate them in Russian:

1. persuasive a) feedback

2. mass b) competitor

3. direct c) attention

4. impersonal d) message

5. to cope with e) certificate

6. to grab f) buyer

7. prospective g) media

8. potential h) slogan

9. utilize i) nature

10.advertising j) customer

Reading Comprehension Read and translate the following text. Consult a dictionary if necessary.

ADVERTISING

Advertising may be defined as a persuasive message carried by a non-personal media and paid for by an identified sponsor. This definition indicates two basic parts of advertising: the message and the medium. Both work together to communicate the right ideas to the right audience.

Advertising promotes goods, services, and ideas in mass media, such as television, radio, newspapers, and magazines, to reach a large number of people at once. It serves as a substitute for a salesperson talking to an individual buyer. Advertising is a one-way communication and, unlike a salesperson, cannot receive direct feedback and immediately handle objections.

Advertisers, who must pay the mass media to “run” their advertisements, or commercials,control the exact nature of the one-way message that will be communicated to the target audience. The impersonal nature of advertising also allows marketers to control the timing and degree of repetition that is necessary. These features often provide benefits that far outweigh disadvantages associated with lack of feedback.

Marketers of soft drinks, cosmetics, soaps, and many other products that do not require direct and immediate feedback often rely heavily on advertising. For these marketers, the challenge is to effectively present messages to an audience that may not be interested in seeing or hearing them. They must contend with readers who quickly turn the magazine page. They must deal with viewers who tape-record programs and then fast-forward through commercials. They must cope with competitors who use advertising to compare brands. Because of these demands, advertising is often highly creative and innovative.

We all recognize and appreciate creative advertising. You probably remember all the commercials that grabbed your attention. You may have even talked to your friends about some advertising you liked. The ability of creative advertising to stimulate people to talk to other people about products, services, and ideas is word-of-mouth communication. It may be one of the most effective means of communicating a message to prospective customers. The ability to use

advertising's power to influence word-of-mouth communication can be a great asset to a marketer.

Advertising supports other promotional efforts. It may communicate information about a sales promotion or announce a public relations event. Advertising helps the salesperson “get a foot in the door” by pre-selling potential buyers. A salesperson's job can be made much easier if advertising informs the potential buyer about unique product benefits or encourages potential buyers to contact a salesperson. Without advertising, the salesperson's efforts may be hindered because the potential buyer does not know about the company or its products.

Advertising can be subdivided into many different sorts of categories. A very basic scheme classifies advertising as product advertising or institutional advertising.

1. Answer the questions:

1. How can advertising be defined?

2. What are two basic parts of advertising?

3. What does advertising promote?

4. Can advertising receive direct feedback? How is such communication called?

5. What benefits can outweigh disadvantages associated with the lack of
feedback?

6. What is the challenge for marketers of soft drinks, cosmetics, soaps, and other products that do not require direct feedback?

7. Why is advertising often highly creative and innovative?

8. What can be a great asset to a marketer?

9. What other promotional efforts does advertising support?

2. Translate into English:

1. Реклама продвигает товары, услуги и идеи в средствах массовой
информации.

2. Реклама – это одностороннее общение, которое не может иметь прямую обратную связь.

3. Вы, конечно, помните все коммерческие рекламные ролики, которые приковывали ваше внимание.

4. Рекламную деятельность можно разделить на много различных видов и категорий.

5. Реклама имеет два основных составляющих компонента – сообщение и средство передачи этого сообщения.

6. Реклама заменяет продавца, который разговаривает с индивидуальным покупателем.

7. Маркетологи должны справиться с конкурентами, которые используют рекламу как средство сравнения торговых марок.

*3. Complete the following text with suitable forms of the words in the box below:

advertiser, brand, conveying, develop, loyal, customize, postal, personalized, purchases, records, retailer, sound, voice-recognition.

There are two important points to mention about strategies stressing direct-marketing media. First, new products and services, such as fax machines and

computer 1 ___________ systems, are used in much the same way as direct

mail has always been used. That is, a list containing many individuals' names is

used to direct contact potential buyers. A new technology, perhaps with 2 _

or movement, replaces the 3 _______ service, but the process is essentially

the same.

Second, computers are used to 4 ________ data bases that can

5 ________ the message any individual consumer or household receives. For

example, a 6 ________ greeting may appear on a letter that, in addition to

________ an advertising message, indicates the name of a local 7 _____ that

sells the brand being advertised. If the data base 8 _______ the ages of the

children in households, the 9 ______ using direct marketing can send coupons

only to those households with children in diapers. Furthermore, if the data base

also indicates the 10 ___ of diapers a consumer regularly 11 _____ , then an

advertiser like Huggies can limit the mailing list to consumers who are
12 _____ to Pampers or other competitive brands.

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