Деловой английский в контексте современных тенденций развития бизнеса, Новикова Е.Н., Пашкевич Е.Г., Петрова С.Ф., 2011

Деловой английский в контексте современных тенденций развития бизнеса, Новикова Е.Н., Пашкевич Е.Г., Петрова С.Ф., 2011.

   Учебное пособие способствует приобретению обучающимися лингвистической и социокультурной компетенции, необходимой для использования английского языка на завершающих стадиях профессиональной подготовки менеджеров.




THE CENTRALITY OF MARKETING.
Most management and marketing writers now distinguish between selling and marketing. The ‘‘selling concept ” assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services. Products arc sold rather than bought. The “marketing concept”, on the contrary, assumes that the producer’s task is to find wants and fill them. In other words you can’t sell what you make, you make what will be bought. As well as satisfying existing needs marketers can anticipate and create new ones. The markets for Walkman. personal computers, video games, to choose some recent examples, were largely created rather than identified.

Companies are always looking for marketing opportunities — possibilities of filling unsatisfied needs in areas in which they are likely to enjoy a differential advantage, due to their particular competencies.

Market opportunities are generally isolated by market segmentation -dividing a market into submarkets or segments according to customers’ requirements or buying habits. Once a target market has been identified, a company has to decide what goods or services to offer always remembering the existence of competitors. This means that much of the work of marketing has been done before the final product or service comes into existence. It also means that the marketing concept has to be understood throughout the company, e.g. the production department of a manufacturing company as much its the marketing department itself. The company must also take account of competitors who always have to be identified, monitored and defeated in the search for loyal customers.

СОДЕРЖАНИЕ.
Введение.
Методические указания по выполнению практических заданий и самостоятельных работ.
Unit 1. COMPANY STRUCTURE AND LEGAL FORMS OF OWNERSHIP.
Unit 2. MARKETING.
Unit 3. HUMAN RESOURCES MANAGEMENT.
Unit 4. ACCOUNTING.
Unit 5. INTERNATIONAL TRADE.
Unit 6. OUTSOURCING AND OFFSHORING.
Unit 7. INFORMATION TECHNOLOGIES IN BUSINESS.
Unit 8. MERGERS AND ACQUISITIONS.
Unit 9. TYPES OF SECURITIES.
Unit 10. STOCK MARKET AND STOCK EXCHANGES.
Glossary.
Список рекомендуемых основной и дополнительной литературы и интернет-источников.
Additional reading.

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