Выполните упражнение. Подберите подходящее по смыслу слово из списка приведенного ниже.

1. Federal government..... and..... all national banks.                                                    

2. International cooperation between banks makes it possible..... imports and  exports.                                                                    

3. It is possible to convert American  dollars to Swiss francs in..... department.    

4. The..... of Germany is the mark.                 

5. All..... banks make loans to borrowers.     

 6. If the importer buys..... from another country he will pay for it in the currency of this country.      I

 

1 merchandise  2 currency 3 commercial  4 foreign exchange        5 to finance     6 to supervise  7 to charter

 

Вариант VIII

Прочитайте и письменно переведите текст, используя слова после текста.

MARKETING

Text

Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the customer to buy. Marketing operations are I very expensive. They take up more than half of the consumer's dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centres has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.

 

Active Vocabulary

producer-                                        производитель

consumer-                                       потребитель

user-                                                 потребитель

distribution-                                    сбыт, распределение

marketing-                                      продажа, сбыт, маркетинг

transporting-                                   транспортировка

storing-                                            складирование, хранение

storage-                                           хранение

product planning-                                         разработка новых продуктов.

pricing-                              калькуляция цен

promotion-                        содействие в продаже (какого-либо товара), например, с помощью рекламы

traffic-                               торговля

marketing research-           изучение рынка сбыта

trend-                                тенденция, общее направление

to predict-                         предсказывать

to influence-                      влиять

 

2. Ответьте на вопросы .

Comprehension Questions

1. What does marketing mean?

2. What activities does marketing consist of?

3. What do marketing operations include?

4. Why is it so important for the producer to predict the trends?

5. How was mass consumption possible in the USA?

 

Выполните упражнение. Подберите подходящее по смыслу слово из списка приведенного ниже.

1. One of the aims of market research is to indicate new... among people.                   

2. Advertising must... the consumer and make him buy the goods produced.        

3. Often marketing is called … .            

4. In order to sell a new product, a producer has to consider how to... it.  

5. The goods of this company are not sold very well, they must think about... .     

6. Sometimes it is difficult to influence ... through advertising.                

7. If you what to produce something new, you should start with... .                     

8. A producer wants to... the new trends and then tries to influence them.            

9. … includes product development and pricing among other things.                I.

 

1 predict                    2 influence 3 promote    4 marketing  5 trends       6 distribution 7 market research

 

8 product planning    9 consumer

 

Вариант IX

Прочитайте и переведите текст, используя слова после текста. Письменно переведите 1, 2 и 3 абзацы .

 

WHOLESALING

Те xt

1. Wholesaling is a part of the marketing system. It provides channels of distribution which help to bring goods to the market. Generally indirect channels are used to market manufactured consumer goods. It could be from the manufacturer to the wholesaler, from the retailer to the consumer or through more complicated channels. A direct channel moves goods from the manufacturer or producer to the consumer.

2. Wholesaling is often a field of small business, but there is a growing chain movement in the western countries. About a quarter of wholesaling units account for one-third of total sales.

3. Two-third of the wholesaling middleman are merchant wholesalers who take title to the goods they deal in. There are also agent middlemen who negotiate purchases or sales or both. They don't take title to the goods they deal in. Sometimes they take possession though. These agents don't earn salaries. They receive commissions. This is a percentage of the value of the goods they sell.

4. Wholesalers simplify the process of distribution. For example, the average supermarket stocks 5.000 items in groceries alone, a retail druggist can have more than 6.000 items. As a wholesaler handles large assortment of items from numerous manufacturers he reduces the problem of both manufacturer and retailer. The store-keeper does not have to deal directly with thousands of different people. He usually has a well-stocked store and deals with only a few wholesalers.

Active Vocabulary
wholesaling-                                                                           оптовая торговля

to provide channels –

 

indirect channels –

 

complicated channels –

retailer –

chain movement –

wholesale unit –

 

total sales –

middleman –

merchant wholesaler –

wholesaling middleman-

to take title to the goods-

 

agent middleman –

 

 

to negotiate purchases

or sales-

to earn salary –

to receive commissions –

 

grocery-

to handle –

 assortment -

обеспечивать системой

(сбыта)

непрямая, опосредованная

система (сбыта)

сложная система (сбыта)

розничный торговец

движение к объединению

(зд.) контора по оптовой

торговле

совокупная продажа

посредник, комиссионер

оптовый скупщик

оптовый посредник (скупщик)

приобретать товар как

собственность

посредник между

производителем

и покупателем

вести переговоры по поводу

купли или продажи

зарабатывать жалование

получать комиссионные

(процент от продажи)

бакалейная торговля

1) управлять,

2) торговать (амер.)

ассортимент

 

2. Ответьте на вопросы .

Comprehension Questions

1. What is the aim of the wholesaling?

2. How can you describe a direct channel of distribution?

3. What is an indirect channel of distribution?

4. What channel of distribution is preferable?

5. Is there any difference between a merchant wholesaler and an agent middleman? What is this difference?

6. How does a wholesaler simplify the process of distribution?

7. What would a retailer have to do without wholesalers?

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