Материал: 2699

предложениях зависит от степени реальности и времени действия, выраженного глаголом.

В придаточных предложениях реального условия и времени, действие которых отнесено к будущему с союзами: if (если), when (когда), after (после), before (перед тем, как), as soon as (как только), unless (если не), until (до тех пор, пока не) будущее время заменяется формой настоящего времени, но на русский язык переводится будущим. Например: If you help me, I shall do this work in time. Если ты поможешь мне, я выполню эту работу вовремя. As soon as I am free, I shall come to you. Как только я освобожусь, я навещу тебя. We shall not begin until you come. Мы не начнем, пока ты не придешь.

3. Прочитайте и переведите текст:

MARKETING MIX

Marketing is preparing the product for sale and promoting it; it involves four steps called the marketing mix: Packaging, Pricing, Placement, and Promotion. They are sometimes referred to as the four Ps. A marketer decides how a product will be presented (packaging), the price that it will be sold for (pricing), what distribution channels the product will be sold through (placement), and how the product will be marketed (promotion).

Selling begins where marketing leaves off. The marketer reveals the features and benefits of the product to the buying market, hopefully leading to sales and profits.

Packaging for a product means putting the product in the right physical package, in the case of a tangible item, and in a suitable presentation in the case of a service or person. Packaging helps to promote products.

Pricing is another important element of success. A product or service must be competitive in price and attractive to potential consumers. Businesses spend a lot of time testing the market to find out what price they should charge for their product or service.

Placement refers to the channels of distribution through which you sell your product. Companies may distribute the goods themselves, or they may hire special agents

Promotion involves whatever steps you take to get your product in front of the consumer, and to give that consumer the desire to buy it. The consumer is familiar with promotions such as advertising, because ads are aimed at arousing the consumer's interest

4. Вставьте необходимые слова:

6. Companies may hire special....

5. Составьте предложения:

6. Найдите в тексте ответы на вопросы:

1 Who is responsible for marketing?

2.What are the four steps of the marketing mix?

3.What does the marketer reveal?

4.What is pricing?

5.What refers to the channels of distribution?

6.Who is familiar with promotions such as advertising?

7.Выберите нужную форму глагола из предложенных в скобках:

1.I (phone / will phone) you when I (come / will come) back.

2.When the Sales Manager (arrives / will arrive) tell him 1 (am / will be) back at 5 o'clock.

3.If I ( pass / will pass) my exams, I (enter / will enter) the University.

4.If there (is / will be) a good program on TV, I (watch / will watch) it.

5.I (tell / will tell) him the news when I (see / will see) him.

6.If it (rains / will rain), I (stay / will stay) at home.

7.I (try / will try) to speak to the Managing Director before he (leaves / will leave) for New York.

8.I (buy / will buy) a car when I (save / will save) enough money.

9.If you (insist / will insist), I (accept / will accept) the invitation.

10.What (do / will) you do if you (miss / will miss) the train?

11.I (pay / will pay) for the coffee if you (don't / won't) mind.

12.In case you (arrive / will arrive) earlier, wait for me at the station.

13.As soon as we (get / will get) money for the project we (start / will start) constructing the building.

14.If we (get / will get) cold, we (make / will make) a fire somewhere on the way.

15.You (recover / will recover) soon, if you (follow / will follow) the doctor's advice.

16.We (go / will go) there straight away as soon we (get / will get) a message from them.

17.I (have / will have) lunch as soon as I (finish / will finish) typing the report.

18.If he (calls / will call), tell him I (am / will be) at home after 8 o'clock.

Рекомендуемая литература по теме (из списка): 1ОЛ (с.358-394), 1ДЛ (с.150155), 3 ДЛ (с.149-157), 4 ДЛ (74-83), 5-9 ДЛ.

МОДУЛЬ 12

1. Выучите слова и словосочетания по теме:

2. Повторите времена английского глагола. Приведите примеры, используя выученную лексику.

Формы страдательного залога (Passive Voice) английских глаголов образуются с помощью вспомогательного глагола to be в соответствующем времени, лице и числе и причастия II (Participle II) смыслового глагола:

Present Indefinite: The letter is written. Past Indefinite: The letter was written. Future Indefinite: The letter will be written.

Present Continuous: The letter is being written. Past Continuous: The letter was being written.

Future Continuous: The letter will be being written.

Present Perfect: The letter has been written.

Past Perfect: The letter had been written. Future Perfect: The letter will have been written.

Глагол-сказуемое в страдательном залоге показывает, что подлежащее предложения является объектом действия со стороны другого лица или предмета. Сравните:

I bought a book. Я купил книгу. – The book was bought (by me). Книга была куплена

(мной).

Глаголы в страдательном залоге на русский язык переводятся:

1.Глаголом быть + краткая форма причастия страдательного залога:

The letter was sent yesterday. Письмо было послано вчера.

2.Глаголом с частицей -ся (-сь):

This problem was discussed last week. Эта проблема обсуждалась на прошлой неделе.

3. Неопределенно-личным оборотом, т.е. глаголом в действительном залоге 3 лица множественного числа, типа «говорят», «сказали»:

English is spoken in many countries. На английском языке говорят во многих странах.

4. Глаголом в действительном залоге (при наличии исполнителя действия):

Pupils are taught at school by the teachers. Учеников учат в школе учителя.

3. Прочитайте и переведите текст:

WEB AS A SALES TOOL

There is discussion today about how beneficial the Web is as a sales tool. Many companies, even those with a tremendous presence on the Web, are not making a lot of money. They are positioning themselves for the future, with hopes that buying on-line will become an everyday event. The question that must be answered is whether the World Wide Web will remain a place of information, or evolve into a profitable marketplace for businesses.

Nowadays the number of personal computers (PC) has multiplied to the point that potential vendors of products and services see tens of millions of customers to whom they can market their products. As customers become more relaxed and secure about buying on-line, market potential will rise.

The most successful vendors are those that mainly transact business by phone, selling a product that does not have to be present physically. If you know the title or author of the book you want to buy, it is easier ordering it by computer than going to the bookstore. Besides, you may get a discount from a Web vendor.

A major problem vendors have is mat banner ads are not seen unless they are selected (clicked on) by the consumer. The fact that surfers can bypass an advertisement means that mere is no assurance it will be read.

Another problem is that people fear giving personal information on-line, such as credit card numbers or a personal address.

Thus, a company can spend a good deal of money, with no assurance of the size of its market. If this aspect of Web advertising changes and new approaches are implemented, then commercialization may overtake the Web.

4. Подберите английские эквиваленты:

1.сеть как коммерческий механизм;

2.лидирующие позиции в сети;

3.привычное явление;

4.место для успешного ведения бизнеса;

5.с большим доверием относиться к покупке товаров по Интернету;

6.вести дела по телефону;

7.получить скидку;

8.пользователи могут не обратить внимания на рекламу;

9.номера кредитных карточек;

10.коммерция целиком поглотит Интернет.

5. Согласитесь с утверждением или опровергните высказывание:

1.There is no discussion today about how beneficial the Web is.

2.Many companies are not making a lot of money.

3.The World Wide Web will remain a place of information.

4.The number of personal computers has doubled.

5.Market potential will never rise.

6.You may get a discount from a Web vendor.

7.Banner ads are not seen unless the consumer selects them.

8.People do not fear giving personal information on-line.

9.Surfers never bypass an advertisement.

10.Commercialization may overtake the Web.

6. Выпишите из текста несколько предложений на темы:

1.Buying on-line.

2.The problems of Web commerce.

7. Выберите нужную форму глагола из предложенных в скобках:

1)The first Volkswagen cars_________ in Germany just before the World War II.

a)made b) were made

2)The painting by Rembrandt___________ from the museum yesterday.

a)stole b) was stolen

3)The first sputnik__________ by the Soviet Union in 1956.

a)launched b) was launched

4)I__________ them a fax yesterday.

a)sent b) was sent

5)A new car design__________ at the plant.

a)developed b) was developed

6)Somebody __________ the door from inside.

a)closed b) was closed

7)Marilyn Monroe's dress _________at the auction at the price of $ 20 000.

a)sold b) was sold

8)She_________ a well-paid job. I think she'll take it.

a)offered b) was offered

9)Our parent company________ in Sweden.

a)located b) is located

10)We__________ a lot of money on advertising campaign.

a)spent b) were spent

11.Our factory________ last year.

a)reconstructed b) was reconstructed

Рекомендуемая литература по теме (из списка): 1ОЛ (с.397-423), 1ДЛ (с.150155), 3 ДЛ (с.149-157), 4 ДЛ (74-83), 5-9 ДЛ.