MARKETING AND ADVERTISING

Marketing concept includes various elements such as planning, research, new product development, sales, communications, advertising, etc. Marketing starts with production and later studies all its stages before, during and after production. In the sales area, marketing provides information about forward demand for products and services.

Advertising is an important element of the marketing plan. It is used to increase sales by making the product or service known to a wider audience, and by stressing its superior qualities. A company can advertise in many ways, depending on how much it can spend on advertising. The different media for advertising include television, radio, newspapers, magazines and direct mail, by which advertisers send letters, brochures and leaflets directly to potential customers advertising is a highly developed business a lot of money is spent on advertising in every country.

Marketing planning is an integral part of the marketing mix and it depends on a thorough situation analysis.

1. Ответьте на вопросы по тексту:

1. What does marketing concept include?

2. What does marketing start with?

3. What information does marketing provide in the sales area?

4. What is an important element of the marketing plan?

5. What do the different media for advertising include?

6. What kind of business is advertising?

7. How much money is spent on advertising in every country?

8. What does marketing planning depend on?

2. Переведите следующие предложения на английский язык:

1. Понятие маркетинга включает различные элементы, такие как планирование, исследование, разработка новой продукции, продажа, переговоры, реклама и т.д.

2. Маркетинг обеспечивает информацией о перспективе спроса на продукцию компании или обслуживания.

3. Реклама – высокоразвитый бизнес.

4. Маркетинг начинается с производства и изучает все его стадии до, во время и после производства.

5. Рекламодатели отправляют письма, брошюры, листовки непосредственно потенциальным покупателям.

6. Много денег тратится на рекламу в каждой стране.

7. Маркетинговое планирование – неотъемлемая часть системы маркетинговых мероприятий и зависит от анализа ситуации.

3. Поставьте глаголы-сказуемые в соответствующей видо-временной форме:

1. We (to thank) you for your letter of March 5-th.

2. Last week our clients (to write) to us that they (to need) the machine tools urgently.

3. For some reason of other they (to stop) the construction work for sometime, but they will resume it very soon.

4. Exhibitions and fairs (to hold) every year in many countries of the world.

5. Mr. Johnson (to give) all the necessary information on the model during his visit to our office.

6. They (to be) our regular buyers of the mining equipment from Russia for the last years.

7. We (to consider) your price competitive.

4. Выпишите из текста “Marketing and advertising” предложения, в которых глаголы-сказуемые употреблены в страдательном залоге.

5. Сделайте следующие предложения вопросительными:

7. Advertising is an important element of the marketing plan. (What?)

8. All the necessary information was sent to the firm last week. (When?)

9. The accommodation was reserved by cable. (How?)

10. A new contract has just been signed. (What?)

11. Our president is satisfied with the results of the talks. (Who?)

Text 25.

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MARKET RESEARCH

A market is anywhere that buyers and sellers come together to ex­change goods and services. Market research is of great importance for any business. Market research can be defined as a collection, collation and analysis of data relating to the marketing and consumption of goods and services. For example, firms gather information about the likely consumers of a new product and use the data to help in their decision making process. Market research includes the following aspects:

- a demand for a product

- what style, shape color or Form it should take

- the price people can pay for it

- information about themselves - their age, likes, interests and life styles.

Market research can either be carried out by a firm itself or by a market research agency. The research involves collecting primary data. This is information which has to be collected to gain marketing advan­tages (получить маркетинговое преимущество над...) over other firms. Most primary information is gathered by asking consumers questions or by observing their behavior. The most accurate way to do this is to ask or observe all consumers of a particular product. However, this may be either impractical or expensive. That's why there are some other research methods a business can use. Among them are: questionnaires (анкета), personal and telephone interviews, postal surveys, obser­vation and many others.

1. Ответьте на вопросы по тексту:

What is a market?

What aspects does it include?

What research methods do you know?

2. Найдите в тексте эквиваленты слов и выражений профессионально-ориентированной лексики:

Покупатели и продавцы, собирать информацию, иметь большое значение,

потенциальные потребители, процесс принятия решения, самый точный

способ, дорогой.

3. Заполните пропуски словами из текста:

1) Market research … either be carried out by a firm itself or by a market research agency.

2) This information … to be collected to gain marketing advantages over other firms.

3) Market research can be defined as a collection, collation and analysis of data relating to the marketing and consumption of goods and services.

РАЗДЕЛ 7. Банки

UNIT 7. Banks

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BANKS

Bank generally, a corporation formed for the purpose of maintaining savings accounts and checking accounts, issuing loans and credit, and dealing in negotiable securities issued by governmental entities and corporations.

By law, banks are usually permitted to engage in activities and offer numerous services incidental to and beyond those listed above, e.g., buying and selling gold and silver. Banks earn money by investing their customers’ deposits. Banks protect the customers against loss and are strictly regulated.

Commercial bank by far, the most common and most unrestricted type of bank. It is allowed the widest range of services it offers and the investment it makes. Its major limitation is that it must keep on reserve a larger percentage of its deposit. This reserve is used to cover the bank’s daily needs, to guard against a money shortage at the bank and a resulting panic, and to shield the customers against the bank’s failure and the consequent loss of deposits.

Savings bank’s major service was the “time” savings account, or deposit, from which money, once deposited, could be withdrawn only after a set period elapsed or 30 days’ notice was given. By law a savings bank’s investments are usually limited to certain corporate and government bonds and securities. Its advantages are that it can pay higher interest rates than commercial bank, has certain tax benefits, and can keep a smaller percentage of its deposits on reserve. Usually, the bank is owned by its depositors as creditors whose dividends are paid in form of interest on their accounts.

1. Ответьте на вопросы по тексту:

1. What is bank in general?

2. What are bank’s objectives?

3. How do banks earn money?

4. What is the “time” savings account?

5. What are advantages of savings banks?

2. Найдите в тексте эквиваленты слов и выражений профессионально-ориентированной лексики:

Хранить сберегательные счета, выдавать ссуды и кредиты, оборотные ценные бумаги, государственные юридические лица, заниматься деятельностью, предлагать услуги, зарабатывать деньги, вклады клиентов, защищать клиентов от банкротства банка, потеря вкладов, сберегательный банк, процентная ставка.

3. Расскажите, используя профессионально-орентированную лексику, что говорится в тексте о:

Banks’ services, commercial bank, savings bank.

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SBERBANK TODAY

Sberbank of Russia is the largest bank in Russia and CIS. Sberbank dominates the Russian banking sector in terms of total assets. It is the key lender to the national economy. Sberbank's equity totals RUB1.7 trln, which corresponds to 27.4% of aggregate capital of Russian banks. The founder and principal shareholder is the Central Bank of Russia, which owns 50% of the Bank's authorized capital plus 1 voting share. The rest of the shares are held by international and domestic investors.

Established in 1841, during Sberbank's 170-year history, it has grown into a universal commercial bank with diversified businesses. Sberbank provides banking services to individuals and all types of corporate clients including big corporates, small and medium-sized businesses as well as state-owned, sub-federal units and municipalities.

Sberbank provides a broad range of banking services to clients, including deposits, various types of loans (consumer, car loans and mortgages) as well as bank cards, money transfers, bank insurance and brokerage.

Sberbank provides banking services in all of the 83 sub-federal units of Russia and operates a unique branch network of 17 Regional Banks and more than 18,400 branches. The Bank also offers services through a new distribution channel - one of the world's largest network of ATM machines and self-service terminals (~68,000). Sberbank is also actively developing its Mobile Bank and Sberbank Online applications with a massive client base totaling over 5.4 mln of active users.

Sberbank has always been one of the best brands in Russia and universally recognizable household name standing for stability and reliability. In recent years, however, Sberbank has focused on innovation and modernization of its infrastructure and technology.

1. Ответьте на вопросы по тексту:

1. What is the status of Sberbank in Russia and CIS?

2. What is Sberbank's equity?

3. What is the founder and principal shareholder? What does it own?

4. Whom does Sberbank provide its banking services to?

5. What does the broad range of Sberbank's services include?

6. What branches does Sberbank have?

2. Найдите в тексте эквиваленты слов и выражений профессионально-ориентированной лексики:

СНГ, общие активы, акционерный капитал, суммарный капитал, учредитель, голосующая акция, физические лица, корпоративные клиенты, средний бизнес, банковские услуги, вклады, ссуды, ипотека, денежные переводы, страховка, сеть филиалов, банкомат, клиентская база, надежность.

3. Расскажите, используя профессионально-орентированную лексику, что говорится в тексте о:

Equity, the Central Bank of Russia, banking services, regional branches, Sberbank as the best brand in Russia.

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