контрольная работа по теме MARKETING MANAGEMENT

Контрольная работа по английскому языку.

 1.Прочтите текст контрольной работы по английскому языку  «MARKETING MANAGEMENT». Оцените значимость его информации для менеджмента в сфере туристического маркетинга.

2.Найдите в тексте контрольной работы  определения следующим понятиям:

Management

Strategic planning

Product life cycle

3.Ответьте на вопросы контрольной работы по английскому языку:

4.Найдите английские эквиваленты:

Производство и продажа продукции;

Исследование потребительского спроса;

Долговременная стратегия;

Оценка рыночных возможностей;

Финансовые ресурсы;

Специальная рекламная компания;

5. Дайте определения:

MANAGEMENT is…

MARKETING MANAGEMENT is…

PRODUCT LIFE CYCLE is…

6. Прочтите диалог на английском языке, в котором члены дирекции компании обсуждают ее стратегию. Напишите аналогичный диалог, в котором обсуждается стратегия туристической фирмы в отношении цен зарубежных туров.

Fox: Since our main objective is to gain (получить) market share

I believe we must first of all reduce our prices.

Brown: But if we reduce prices that will cut our profits.

Fox: That’s right, but we can slowly increase production, which will enable (даст возможность) us to cut unit costs.

Smith: That’s really a long-term prospect. Unit costs can only come down if we invest in a new plant and machinery. I personally think we should go for higher profitability. If we upgrade the product, we can charge (установить) higher prices and get larger profits.

Fox: Look, the market is already very complete. If we increase prices, whatever the quality, the market will immediately respond (ответить) and sales will drop rapidly (быстро). But if we reduce costs in manufacturing, that will put us in a strong position to adapt to the market.

7.Выразите своё мнение на английском языке по поводу нижеследующих факторов, влияющих на изменение цены и стоимости туристического путешествия.

Используйте следующие фразы:

I think /believe/ guess; if I am not mistaken; frankly speaking; As far as I know/ remember; As a matter of fact; it’s hard to say; it depends.

1. Flexible system of discounts;

2. Shortening of tour duration;

3. Decreasing of the number of excursions;

4. Decreasing of the variability of services;

5. Increasing of the number of tours per season.

8. Прочитайте и переведите текст:

A MARKETING MIX

A business firm controls four important elements of marketing which are called a marketing mix.

A firm’s marketing mix is the combination of the product, the price of the product, the means for its distribution, and the promotion of the product to reach a firm's target market.

A firm can vary its marketing mix by changing any one or more of these ingredients. Thus a firm may use one marketing mix to reach one target market and a second, somewhat different marketing mix, to reach another target market. For example, most automakers produce several different types of vehicles and aim them at different market segments based on age and income.

1. The product ingredient of the marketing mix includes decisions about the product’s design, brand name, packaging, warranties, and the like.

2. The pricing ingredient includes both base prices and discounts of various kinds. Pricing decisions are intended to achieve particular goals, such as to maximize profit or even to make room for new models. The rebates offered by automobile manufacturers are a pricing strategy developed to boost low auto sales.

3. The distribution ingredient involves not only transportation and storage but also the selection of intermediaries.

4. The promotion ingredient focuses on providing information to target markets. The major forms of promotion include advertising and publicity.

The ″ingredients″ of the marketing mix are controllable elements. A firm can vary each of them to suit its organizational goals, marketing goals, and target markets.

9. Ответьте на вопросы по тексту письменно:

10.Прочитайте текст и заполните таблицу контрольной работы по английскому языку.

                                                     MAIN RESOURCES

Managers are concerned with the following main resources:

 3. Financial resources are the funds the organization uses to meet its obligations to various creditors. A grocery store obtains money from customers and uses a portion of that money to pay the wholesalers from which it buys food. A large bank borrows and lends money. A college obtains money in the form of tuition, income from its endowments, and federal grants. It uses the money to pay utility bulls, insurance premiums, and professors’ salaries. Each of these transactions involves financial resources.       

4. Finally, many organizations increasingly find they cannot ignore information. External environment – including the economy, consumer markets, technology, politics, and cultural forces – are all changing so rapidly that an organization that does not adapt will probably not survive. And, to adapt to change, the organization must know what is changing and how it is changing. Companies are finding it increasingly important to gather information about their competitors in today’s business environment.

It is important to realize that these are only general categories of resources. Within each category are hundreds or thousands of more specific resources, from which management must choose those that can best accomplish its goals. Managers must coordinate this complex group of specific resources to produce goods and services.

11.Прочитайте и переведите текст письменно:

 DEFINITION OF MOTIVATION

Motivation is the personal internal ″force″ that causes people to work to achieve organizational goals and by doing it to satisfy their personal needs.

When we say that a job motivates employees, we mean that it activates this force or the process within employees to behave in a particular way. When it seems that employees work only to achieve the general goals of an organization, they behave in this way only to achieve their own purposes to satisfy their needs.

The task of the manager is to create the possibilities for the employees to satisfy their needs to the full extent as a reward for their work and skills.

Practical management is based on certain scientific theories.

2 SCIENTIFIC THEORIES OF MOTIVATION

There are several scientific theories of motivation. Taken together, these models of motivation represent a good ″guide book″ for managers. We shall consider only some of them.

One of the first approaches to employees’ motivation was Frederick Taylor’s scientific theory. Taylor believed that employees work only for money and that they must be closely supervised and managed.

He reasoned that the pay should be tied to output because workers ″soldiered″ or worked slowly. He said that the more a person produced, the more he or she should be paid. This gave rise to the piece-rate system under which employees are paid a certain amount for each unit of output they produce. This theory didn’t take into account social processes in the workplace. Douglas McGregor labeled this view Theory X and then described an alternative view called Theory X which was based on the idea that employees can be motivated to behave as responsible members of an organization when it is clear to them that accomplishing the organizational goals will bring them personal rewards. This leads to the dedication and loyalty to the firm that are in evidence at the Japanese firms with the common desire to do the job well. Dedication and satisfaction of employees’ needs can thus increase productivity. People will work towards goals to which they are committed.

McGregor maintained that his theory (Theory Y) was much more effective as a guide for managers. However, human motivation is a complex and dynamic process to which there is no simple key. A variety of factor must be considered in any attempt to increase motivation.