Пособие по аннотированию и реферированию для студентов II курса специальности 080507 всех форм обучения Москва 2010
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PRIVATE ENTERPRISE SYSTEM In the private enterprise system it is the customer who determines what goods are produced. It is not the state which decides but the consumer who votes through his spending habits. This is illustrated in Figure 2.
So the community expresses its wants through spending decisions: i.e. by willing to spend so much on particular goods. Business responds to these decisions by allocating resources to produce the goods and services required by the consumer. Thus, in this system it is the consumer who makes the decision, and that is why you may sometimes hear the expression "the consumer is king". On the face of it this system seems satisfactory. However there are some basic weaknesses in it. The spending decisions of consumers are often motivated by advertising, and goods which a customer may not have even thought of are placed before him daily through various advertising media. If large companies are able to control spending through advertising perhaps a better description would be "big business is king". The requirements of the rich are more interesting often to firms than the requirements of the poor who cannot so easily translate their needs into real money demand. So in private enterprise system luxury goods are produced sometimes to the exclusion of basic necessities of the poor. Thus these are two extreme systems, neither of which exists in pure form. MIXED SYSTEM In many countries there is a mixed system which is some where on the line between centrally planned and private enterprises. For example, in the USA government plays a part in decisions relating to the economic problem. (An expert from "Basic Economics" by Terry Price. L., 1985). Commentary
Exercises I. Correct the statements:
II. Comprehension check up.
III. Give the definitions of the following: a planned system, a private enterprise system, a mixed system. IV. Write an annotation of the Text using the linking word combinations: this passage is about…, it describes …, various types of economic systems are presented. UNIT IV Words and Word Combinations
TEXT IV A MARKET ECONOMY (A Skimming Reading) In a market economy no planning board tells the participants what to do. Markets are free, some would say competitive. The economic role of government is limited to defining property rights, enforcing contracts, protecting people from fraud. Although centralized planning is absent, it does not follow that the participants are without direction. As we can see, the decentralized decision-making of market participants provides direction and leads to economic order. In the real world, even economies that are strongly oriented use a combination of market and public sector. MARKETING What does the term "marketing" mean? Most people mistakenly think marketing is the same as selling and promotion. No wonder. Someone is always trying to sell something. Therefore many students are surprised to learn that the most important part of marketing is not selling. The latter is only the top of the marketing iceberg. Marketing is a human activity directed at satisfying needs and wants through exchange processes. The aim is to know and understand the customer so well that the product or service fits him and sells itself. A market presupposes buyers and sellers. The latter have to search for buyers, identify their needs, design appropriate products, store and transport them, negotiate prices and so on. The buyers search for the goods they need at prices they are willing to pay. To explain the definition of "marketing" we will look at some terms: "marketing management", "marketing managers", "intelligence system", "research system", "brokers", "barter". MARKETING MANAGEMENT is the analysis, planning, implementation and control of programs designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives, such as: profit, sales growth, and market and so on. MARKETING MANAGERS are concerned not only with creating and expanding demand but also with modifying and occasionally reducing it. Marketing managers seek to influence the level, timing, and character of demand in a way that will help the organization achieve its objectives. Thus, by marketing managers we mean personnel within the company who are involved in marketing, implementation and control activities. The group of managers includes: sales managers, advertising executives, sales promotion specialists, marketing researchers, product managers and pricing specialists. MARKETING INFORMATION SYSTEM is continuing and interacting structure of people, equipment and procedures to gather, sort, analyze, evaluate and distribute accurate information for use by marketing decision makers to improve their marketing planning, execution and control. MARKETING INTELLIGENCE SYSTEM is a set of sources and procedures by which executives obtain their everyday information about developments in commercial environment. MARKETING RESEARCH SYSTEM is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. Large companies have their own marketing research departments. They consist of several dozen researchers. The marketing research manager normally reports to the marketing vice-president and performs such roles as study director, administrator and advocate. Marketing researchers have steadily expanded their activities. The most common activities are studies of market characteristics, measurement of market potentials, market share analysis, studies of business trends, competitive-product studies, short-range forecasting, long-range forecasting and pricing studies. Much attention in marketing research is paid to advertisement. BROKERS The chief function of a broker is to bring buyers and sellers together and to assist in negotiation. They may be insurance brokers, security brokers, food brokers. BARTER Today thousands of people are returning to the primitive practice of barter, thanks to high prices. Many people find they can trade services or goods for other services or goods they need. Some large companies are also resorting to barter. Not surprisingly, some specialists bartering companies have arisen to help individuals and companies achieve their bartering goals. One is Barter system TNG. of Oklahoma City, which operates sixty-two trading centers around the US. These bartering organizations are using computers to locate parties that may want to make a trade and they give money like credit for the future deals. (An excerpt from "Marketing Essentiales"by Philip Kotler. – New Jersey. 1984) Exercises.
Marketing, manager, broker, barter, intelligence. II. Read the text and find English equivalents to the following Russian word combinations: деятельность людей, направленная на удовлетворение потребностей; осуществлять рыночную деятельность; собирать, анализировать, оценивать и распределять точную информацию; уделять много внимания рекламе; достигать бартерные сделки; достигать цель. III. Read the following English word combinations and give their Russian equivalents: To define property rights, to lead to economic order, a human activity directed at satisfying needs and wants through exchange process, to presuppose buyers and sellers, to search for buyers, to identify smb's needs , to design appropriate products, to negotiate prices, to carry on marketing activities, to achieve organization objectives, creating and expanding demand, to influence the level, timing and character of demand, to gather, sort, analyze, evaluate and distribute accurate information for use, to obtain information about developments in commercial environment. IV. Express it in one term. 1) товарообменная сделка с передачей права собственности на товар без платежа деньгами (натуральный обмен);
4) искусство управлять интеллектуальными, финансовыми, сырьевыми, материальными ресурсами в целях наиболее эффективной производственной деятельности; 5) оценка, уровень известности, популярности; отнесение к какой-либо категории, классу, разряду. V. Look through the Text and, beginning with title, write all descriptors into your note-books, analyze the frequency and length of their use in the Text. VI. Define the following descriptors: a market economy, a market, marketing, marketing management, marketing manager, marketing information system, marketing intelligence system, marketing research system, broker, barter. VII. Divide the text into micro-texts, VIII. Single a key-sentence out of each micro-text. IX. Write all connective descriptors out of the Text and analyze the ties between micro-texts. X. Compose a logical outline of the Text. XI. Write a precis of the excerpt in the following way. a) Read the first micro-text. Combine the first and the fourth sentences into one, using compression; begin your statement with the introductory phrase. "It is known that...". It will be the first sentence of the precis. b) Formulate the second, the third and the fourth sentences of the precis, using answers to the following questions.
c) Read the second micro-text and compose the fifth and the sixth sentences using the answers to the questions.
t) Read the fifth micro-text and formulate the tenth sentence based on the answer to the question: what is the essence of marketing information system? Use the phrase "by ... is meant". g) Analyze the sixth micro-text and condense the given sentence, using the Participle construction instead of the subordinate clause. It will be the eleventh sentence. h) Look through the seventh micro-text and define the most common activities of marketing research system. It will be the twelfth sentence. i) Analyze the eight micro-texts and compose the thirteenth sentence answering the question: what is the chief function of a broker? j) Read the ninth micro-text and formulate the fourteenth sentence answering the question: what is meant by "barter"? k) Formulate the conclusion. 1) Compare your precis with the model given below. The precis of the excerpt can be the following.
m) Reproduce your precis. |
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