I. Grammar

Complete the sentences using Gerund or Infinitive with the words given in brackets.

He tried to avoid answering my question. 2. You can’t stop me doing what I want. 3. I must go now. I promised not to be late. 4. I like cleaning the kitchen as often as possible. 5. Are you looking forward to sseing Ann again? 6. When Jane came to Britain, she had to get used to drive on the left. 7. She tried to be serious but she couldn’t help laughing. 8. It is nice to be with other people but sometimes I enjoy being alone. 9. Sue doesn’t allow us to smoke in the house. 10. Hot weather makes me feel tired. 11. I’m not very fond of shopping. 12. Please stop interrupting me when I’m explaining something to you. 13. Mary is crazy about taking photographs. 14. What a dreadful man! Can you imagine living with him? 15. They stopped to discuss where to go now. 16. He isn’t good at driving his car. 17. I don’t mind working longer. 19. Can you remind me to phone Sally? 20. They don’t allow people to park in front of the building.

Translate into English the following sentences:

Фермеры быстро уберут урожай, если погода не изменится. 2. Если будет солнечная погода, она пойдет на пляж. 3. Если он узнает ее адрес, он напишет ей. 4. Если придет Ольга, мы обсудим эти новости. 5. Если лето не будет теплым, я останусь в городе. 6. Если вы увидите его, попросите его позвонить мне. 7. Если пойдет дождь, я возьму зонт. 8. Если мороз усилится, дети останутся дома. 9.Он рассердится, если я скажу ему об этом. 10. Если сегодня не будет очень ветрено, мы погуляем с вами по городу. 11. Если бы он не был так близорук, он бы узнал меня вчера в театре. 12. Она здорова. Если бы она была больна, ее брат сказал бы мне об этом вчера. 13. Вы бы много знали, если бы регулярно читали этот журнал. 14. Если бы я узнала об этом раньше, то не сидела бы сейчас дома. 15. Если бы мои родители были богаты, они бы уже давно купили мне машину. 16. Она очень талантлива. Хорошо бы родители купили ей пианино. Если она начнет играть сейчас, она будет выдающимся музыкантом. 17. Если бы вы не прервали нас вчера, мы бы закончили работу в срок. 18. Если бы он не следовал советам врача, он бы не поправился так быстро. 19.Если бы он не был талантливым художником, его картину не приняли бы на выставку. 20. Если бы я не был так занят в эти дни, я бы помог тебе вчера.

Farmers will harvest quickly if the weather does not change. 2. If the weather is sunny, she will go to the beach. 3. If he knows her address, he will write to her. 4. If Olga comes, we will discuss this news. 5. If the summer is not warm, I will stay in the city. 6. If you see him, ask him to call me. 7. If it rains, I will take an umbrella. 8. If the frost intensifies, the children will stay at home. 9. He will be angry if I tell him about it. 10. If it is not very windy today, we will walk around the city with you. 11. If he had not been so short-sighted, he would have recognized me yesterday at the theater. 12. She is healthy. If she were sick, her brother would have told me about it yesterday. 13. You would know a lot if you read this magazine regularly. 14. If I had found out about this earlier, I would not be sitting at home now. 15. If my parents were rich, they would have bought me a car a long time ago. 16. She is very talented. It would be nice if her parents bought her a piano. If she starts playing now, she will be an outstanding musician. 17. If you had not interrupted us yesterday, we would have finished the work on time. 18. If he had not followed the doctor’s advice, he would not have recovered so quickly. 19. If he was not a talented artist, his picture would not have been accepted for the exhibition. 20. If I had not been so busy these days, I would have helped you yesterday.

 

Reading Comprehension

Text 1

The new management concepts in hospitality industry

For many centuries this industry was represented by a great number of independent properties – usually owned and operated by one family. With the progress of rail, automobile (car and bus), and air transportation, society became more mobile. This mobility began to transform hospitality industry to the modern management concepts, such as franchising, partnership, leasing and management contracts.

Franchising allows a hospitality company to expand more rapidly by using other people’s money than if it had to acquire its own financing. The franchisor grants certain rights, for example, to use its trademark, signs, operating systems and procedures, marketing know-how, and so on for a certain fee. In return, the franchisee agrees by signing the contract to operate the restaurant, hotel, and so on in accordance with the guidelines set by the franchisor. It is a way of doing business that benefits both the franchisor, who wants rapid extension of his business, and the franchisee, who has financial backing but lacks specific skills and recognition. Some corporations franchise by individual outlets and others by territory.

Another interesting mode of financing is partnership. Under this plan the people who want to enter the business invest one half the cost of the property, for example, a motel. They receive a salary for managing the property, and the profits from the operations are divided 50 – 50 between the company and the people in question. Using the partnership arrangement, the company gets a chance of more rapid development.

In the 1960s, leasing as a form of financing became popular in hospitality industry. It still exists, but to a lesser extent. The leasing arrangement allows both the individual and the chain to enter the market or expand within it. A property is leased for a percentage of gross sales, generally 20 to 40 per cent. For example, US international hotel expansion began with the lease of a hotel in Puerto Rico. The Puerto Rico government wanted to encourage tourism by having a brand name hotel with management expertise. The government leased the hotel to Hilton in return for two thirds of the gross operating profit plus marketing expenses. Leasing gives the benefit of ownership without the initial capital outlay. The lessee is responsible for insurance, hiring and firing, and marketing. In return he gets a major part of every dollar that comes into the business and the major part of every increase in revenue.

 

Give Russian equivalents and use them in the sentences of your own:

a franchisor, a franchisee, a trademark, a reservation system, know-how, for a fee, financial backing, an outlet, a partnership arrangement, gross sales, a brand name hotel, gross operating profit, an outlay, revenue.

франчайзер, франчайзи, товарный знак, система бронирования, ноу-хау, за вознаграждение, финансовая поддержка, торговая точка, партнерское соглашение, валовые продажи, фирменный отель, валовая операционная прибыль, затраты, доход.

Write out from the text the whole sentences which contain the following words and phrases and translate them into Russian:

to transform hospitality industry, in accordance with, to enter the business, under this plan, receive a salary for management property, leasing gives the benefit.

This mobility began to transform hospitality industry to the modern management concepts, such as franchising, partnership, leasing and management contracts.

In return, the franchisee agrees by signing the contract to operate the restaurant, hotel, and so on in accordance with the guidelines set by the franchisor.

Under this plan the people who want to enter the business invest one half the cost of the property, for example, a motel.

Under this plan the people who want to enter the business invest one half the cost of the property, for example, a motel.

They receive a salary for managing the property, and the profits from the operations are divided 50 – 50 between the company and the people in question.

Leasing gives the benefit of ownership without the initial capital outlay.

Эта мобильность начала переводить индустрию гостеприимства на современные концепции управления, такие как франчайзинг, партнерство, лизинг и контракты на управление.

В свою очередь, франчайзи соглашается, подписывая договор на управление рестораном, гостиницей и т. д. в соответствии с указаниями, установленными франчайзером.

По этому плану люди, желающие войти в бизнес, вкладывают половину стоимости имущества, например, мотеля.

По этому плану люди, желающие войти в бизнес, вкладывают половину стоимости имущества, например, мотеля.

Они получают зарплату за управление имуществом, а прибыль от операций делится 50 на 50 между компанией и соответствующими людьми.

Лизинг дает право собственности без первоначальных капитальных затрат.

 

Answer the following questions:

What form of financing is called franchising? Franchising allows a hospitality company to expand more rapidly by using other people’s money than if it had to acquire its own financing.

What advantages does franchising give to both parties? In return, the franchisee agrees by signing the contract to operate the restaurant, hotel, and so on in accordance with the guidelines set by the franchisor. It is a way of doing business that benefits both the franchisor, who wants rapid extension of his business, and the franchisee, who has financial backing but lacks specific skills and recognition.

What ownership arrangement is called partnership? Under this plan the people who want to enter the business invest one half the cost of the property, for example, a motel.

How is partnership used in hospitality industry? They receive a salary for managing the property, and the profits from the operations are divided 50 – 50 between the company and the people in question.

What is the difference between franchising and leasing? Leasing gives the benefit of ownership without the initial capital outlay. Franchising allows a hospitality company to expand more rapidly by using other people’s money than if it had to acquire its own financing.

What are the usual conditions of leasing in hospitality industry? The lessee is responsible for insurance, hiring and firing, and marketing. In return he gets a major part of every dollar that comes into the business and the major part of every increase in revenue.

Text 2

The hotel business

Unlike other members of hospitality industry, such as airlines or restaurant chains, which may develop their business in much the same way as a manufacturing company, the hotel industry faces some peculiar difficulties due to its peculiar management and ownership structure.

Airlines, cruise lines, restaurant chains have highly centralized management operations in which strategic decisions are made. Major hotel chains cannot do it because they often even do not own all the properties that they manage, such as restaurants, retail stores, fitness centers, and nightclubs. This creates additional complexity in strategic planning. Besides, owners of hotels often show surprisingly little interest or knowledge of their own properties. Hotels throughout the world have commonly been acquired for the sake of tax benefits, or even as an ego fulfilling device, particularly in the case of upscale showcase properties.

The hotel business is characterized by a high degree of risk, which primarily is the result of two factors: the cyclical nature of demand and the high degree of capital investment. A greater proportion of profit comes from the manipulation of real estate rather than from the sale of rooms. The great increase in value of the Hilton and Sheraton companies has not come from operating profit but from buying, selling, tax advantage, and in appreciation of value of the hotels with time. The name of the game is financial management and the game is complex.

The hotel industry has never been a leading industry; rather, it generally reacts to circumstances. Frequently, it is caught by outside forces and swept along. In the mid-1970s the US experienced 12 percent inflation and shortage of good hotel inventory. This meant that there was too much money (demand) chasing too few rooms (supply). The insurance and pension funds industry, which at the time was cash rich, began to invest heavily in new hotels. Many of these were massive, mixed-use commercials projects consisting of hotels, office blocks, and shopping malls. In some cities, these complexes were not built for the right reasons: America’s inner cities were in decline. However, because hotels are catalyst for other businesses, every city mayor offered significant benefits to major hotel investments, including tax breaks. And hospitality industry began to recover from the recession.

Give Russian equivalents and use them in the sentences of your own:

a retail store, a fitness center, tax benefit (advantage, break), real estate, lodging, operating profit, financial management, demand and supply, recession.

розничный магазин, фитнес-центр, налоговая льгота (преимущество, перерыв), недвижимость, жилье, операционная прибыль, финансовый менеджмент, спрос и предложение, рецессия.

Write out from the text the whole sentences which contain the following words and phrases and translate them into Russian:

due to, centralized management operations, showcase property, an ego fulfilling device, primarily, appreciation, to yield, cash rich, a shopping mall, inner cities, circumstances, tax breaks.

 

Unlike other members of hospitality industry, such as airlines or restaurant chains, which may develop their business in much the same way as a manufacturing company, the hotel industry faces some peculiar difficulties due to its peculiar management and ownership structure.

Airlines, cruise lines, restaurant chains have highly centralized management operations in which strategic decisions are made.

Hotels throughout the world have commonly been acquired for the sake of tax benefits, or even as an ego fulfilling device, particularly in the case of upscale showcase properties.

Besides, owners of hotels often show surprisingly little interest or knowledge of their own properties. Hotels throughout the world have commonly been acquired for the sake of tax benefits, or even as an ego fulfilling device, particularly in the case of upscale showcase properties.

The hotel business is characterized by a high degree of risk, which primarily is the result of two factors: the cyclical nature of demand and the high degree of capital investment.

The great increase in value of the Hilton and Sheraton companies has not come from operating profit but from buying, selling, tax advantage, and in appreciation of value of the hotels with time.

The insurance and pension funds industry, which at the time was cash rich, began to invest heavily in new hotels.

Many of these were massive, mixed-use commercials projects consisting of hotels, office blocks, and shopping malls.

In some cities, these complexes were not built for the right reasons: America’s inner cities were in decline.

The hotel industry has never been a leading industry; rather, it generally reacts to circumstances.

However, because hotels are catalyst for other businesses, every city mayor offered significant benefits to major hotel investments, including tax breaks.

В отличие от других участников индустрии гостеприимства, таких как авиакомпании или сети ресторанов, которые могут развивать свой бизнес примерно так же, как и производственная компания, гостиничная индустрия сталкивается с некоторыми специфическими трудностями из-за своей специфической структуры управления и собственности.

Авиакомпании, круизные линии, сети ресторанов имеют высокоцентрализованное управление, в котором принимаются стратегические решения.

Гостиницы во всем мире обычно приобретаются ради налоговых льгот или даже как средство удовлетворения эго, особенно в случае высококлассной выставочной недвижимости.

Кроме того, владельцы отелей часто проявляют на удивление мало интереса или знаний о своей собственности. Гостиницы во всем мире обычно приобретаются ради налоговых льгот или даже как средство удовлетворения эго, особенно в случае высококлассной выставочной недвижимости.

Гостиничному бизнесу свойственна высокая степень риска, что в первую очередь является следствием двух факторов: цикличности спроса и высокой степени капитальных вложений.

Значительное увеличение стоимости компаний Hilton и Sheraton произошло не за счет операционной прибыли, а за счет покупки, продажи, налоговых льгот и повышения стоимости отелей с течением времени.

Индустрия страховых и пенсионных фондов, которая в то время была богатой наличными, начала вкладывать значительные средства в новые отели.

Многие из них были крупными коммерческими проектами смешанного использования, состоящими из отелей, офисных зданий и торговых центров.

В некоторых городах эти комплексы не были построены по правильным причинам: внутренние города Америки пришли в упадок.

Гостиничный бизнес никогда не был ведущей отраслью; скорее, он обычно реагирует на обстоятельства.

Однако, поскольку отели являются катализатором для других предприятий, каждый мэр города предлагал значительные льготы для крупных инвестиций в отели, включая налоговые льготы.

Answer the following questions:

Why can a restaurant chain develop its business in the same manner as a manufacturing company but a hotel chain cannot? Unlike other members of hospitality industry, such as airlines or restaurant chains, which may develop their business in much the same way as a manufacturing company, the hotel industry faces some peculiar difficulties due to its peculiar management and ownership structure.

What secondary properties are often acquired by hotels and why? Hotels throughout the world have commonly been acquired for the sake of tax benefits, or even as an ego fulfilling device, particularly in the case of upscale showcase properties.

What is a major source of profit of a hotel company? A greater proportion of profit comes from the manipulation of real estate rather than from the sale of rooms.

Why is the value of the Hiltons and Sheratons constantly increasing? The great increase in value of the Hilton and Sheraton companies has not come from operating profit but from buying, selling, tax advantage, and in appreciation of value of the hotels with time.

What was the situation in the American hotel business like in the 1970s? In the mid-1970s the US experienced 12 percent inflation and shortage of good hotel inventory. This meant that there was too much money (demand) chasing too few rooms (supply).

Why did the insurance and pension funds begin to invest in new hotels? The insurance and pension funds industry, which at the time was cash rich, began to invest heavily in new hotels.

What kinds of hotels were mostly constructed in those days? Many of hotels are massive, mixed-use commercials projects consisting of hotels, office blocks, and shopping malls.

Why did the city mayors offer benefits to hotel investors? The city mayors offer benefits to hotel investors, because it is profitable.

Write out from both texts the underlined parts of the sentences, give the names of the grammar tenses and explain their usage in the sentences.

restaurant chains have highly centralized – Present Perfect Active (указывает на опыт)

Hotels throughout the world have commonly been acquired — Present Perfect Passive (указывает на опыт)

This meant – Past Simple Active (действие закончилось в прошлом)

these complexes were not built — Past Simple Passive (действие закончилось в прошлом)

this industry was represented — Past Simple Passive (действие закончилось в прошлом)

Franchising allows — Present Simple Active (действие происходит постоянно)

A property is leased — Present Simple Passive (действие происходит постоянно)

The Puerto Rico government wanted — Past Simple Active (действие закончилось в прошлом)

Вариант 2

I. Grammar

Complete the sentences using Gerund or Infinitive with the words given in brackets.

I’m thinking of going to Brazil. 2. We had hoped to live in our new house by now, but the builders are still working on it. 3. It’s useless to argue with him. He won’t listen to any reason. 4. They were advised to take a packed lunch. 5. Do you think it’s worth seeing this film? 6. If you want to lose weight, try to eat less. 7. It’s forbidden to smoke here. 8. I don’t get on with the new boss, so I’ve to transfer to another branch of the company. 9. He admits entering the house, but he says he didn’t take anything. 10. In Arabia the usual way of travelling is by camel. 11. Why don’t you stop watching TV? I don’t think it’s harmless. 12. Please try to come a little bit earlier next time. 13. I don’t remember seeing Tom. 14. I’ve forgotten to buy cheese. Let’s go without it. 15. She regrets telling you that lie about John. 16. I don’t think this work needs correcting. 17. I’ve forgotten to bring my briefcase with me. I’ll have to go back for it. 18. If you want to have a lot of money, try  to rob a bank. 19. The boys went on looking for the money they’d lost. 20. Would you like to come to dinner on Friday?

Translate into English the following sentences:

Если он не будет занят, он приедет к нам в гости. 2. Если ты не купишь кофе, нам придется пить чай. 3. Если он останется дома, он позвонит тебе. 4. Если она не найдет наши билеты на поезд, мы никуда не сможем уехать. 5. Если он подарит ей цветы, она будет в восторге. 6. Если вы решите купить этот дом, мы одолжим вам денег. 7. Если мы встретим их по пути, мы обязательно расскажем им о том, что видели. 8. Если ты дашь мне это письмо сейчас, я смогу перевести его для тебя. 9. Вы рассердитесь, если я скажу ему об этом? 10. Я позволю тебе посмотреть телевизор, если ты сделаешь все уроки. 11. Он так изменился! Если бы вы его встретили, вы бы его не узнали. 12. Если бы я был на вашем месте, я бы посоветовался с родителями. 13. Если бы сейчас подошел трамвай, мы бы не опоздали. 14. Жаль, что нам раньше не пришло в голову поискать книгу в библиотеке. Мы бы сделали работу вовремя и сейчас были бы уже свободны. 15. Если бы он регулярно не посещал спортивные тренировки, он не добился бы такого успеха на состязаниях. 16. Если бы ты предупредил меня заранее, я бы уже был в Москве. 17. Если бы он был умнее, он бы не пошел вчера в лес. 18. Если бы она не прислала вчера это письмо, мой брат был бы сейчас дома. 19. Чтобы мы сейчас делали, если бы мама не испекла вчера пирог? 20. Если бы я знал французский, я бы уже давно поговорил с ней.

 

If he is not busy, he will come to visit us. 2. If you don’t buy coffee, we’ll have to drink tea. 3. If he stays at home, he will call you. 4. If she doesn’t find our train tickets, we won’t be able to go anywhere. 5. If he gives her flowers, she will be delighted. 6. If you decide to buy this house, we will lend you money. 7. If we meet them along the way, we will definitely tell them about what we saw. 8. If you give me this letter now, I can translate it for you. 9. Will you be angry if I tell him about it? 10. I will let you watch TV if you do all your homework. 11. He has changed so much! If you met him, you would not recognize him. 12. If I were you, I would consult with my parents. 13. If a tram came up now, we would not be late. 14. It’s a pity that it didn’t occur to us earlier to look for a book in the library. We would have done the work on time and would be free now. 15. If he had not regularly attended sports training, he would not have achieved such success in competitions. 16. If you had warned me in advance, I would have already been in Moscow. 17. If he were smarter, he would not have gone to the forest yesterday. 18. If she had not sent this letter yesterday, my brother would be at home now. 19. What would we do now if mother hadn’t baked a pie yesterday? 20. If I knew French, I would have talked to her a long time ago.

Reading Comprehension

Text 1

Dynamics of purchase behavior

A person has many needs at any given moment. Some are biological, arising from hunger, thirst, and discomfort. Others are psychological, arising from states of tension, such as the need for entertainment. Most events in our life include both biological and psychological needs. For example, family’s visit to the restaurant for a ‘lovely treat’ includes a release of both biological need (hunger) and psychological need for entertainment. A decision to go out for a meal the marketers would call a ‘buying decision’, and they see in it a very complex group activity.

A buying decision may be looked upon as a little play in which several people take part, and each plays a particular role. A person who first suggests the idea of buying something is the Initiator, a person whose views have some weight in making the buying decision is the Influencer, a person who makes a final decision to buy is the Decider, a person who makes an actual purchase is the Buyer, and the person for whom the purchase is made is the User, though very often they may be the same person.

Very often the choice of a destination for the family vacation is a group decision. For example, the suggestion to go on a vacation might come from the oldest child. A friend who just took her family to Las Vegas might recommend it as a vacation spot. The husband might want to go to the mountains in Utah, while the wife wants to go to the beach in California. The final decision is usually taken jointly.

A company needs to identify these roles because they affect product design and advertising. A resort for scuba divers might be aware that males age 25 to 40 are usually the decision-makers concerning selection of the destination, i.e. the particular island or the place on the coast. The marketers might also find that companions of the divers usually produce a great influence concerning the selection of an actual resort hotel to stay in. That is why the marketers should not exclude either party in their advertisements since both play the role of decision-makers. Knowing the main participants and their roles helps the marketer to fine-tune the marketing program.

Give Russian equivalents and use them in the sentences of your own:

a state of tension, entertainment, group activity, purchase behavior, to go out for a meal, a vacation spot, lovely treat, buying decision, a particular role, purchase, final decision, the same person, jointly, scuba divers.

состояние напряжения, развлечение, групповая активность, покупательское поведение, выйти поесть, место отдыха, приятное угощение, решение о покупке, конкретная роль, покупка, окончательное решение, тот же человек, совместно, аквалангисты.

Write out from the text the whole sentences which contain the following words and phrases and translate them into Russian:

a person who first suggests the idea, the choice of destination, affect product design and advertising, the selection of an actual resort hotel, the marketers should not exclude, to fine-tune a program.

A person who first suggests the idea of buying something is the Initiator, a person whose views have some weight in making the buying decision is the Influencer, a person who makes a final decision to buy is the Decider, a person who makes an actual purchase is the Buyer, and the person for whom the purchase is made is the User, though very often they may be the same person.

Very often the choice of a destination for the family vacation is a group decision.

A company needs to identify these roles because they affect product design and advertising.

The marketers might also find that companions of the divers usually produce a great influence concerning the selection of an actual resort hotel to stay in.

That is why the marketers should not exclude either party in their advertisements since both play the role of decision-makers.

Knowing the main participants and their roles helps the marketer to fine-tune the marketing program.

Человек, который первым предлагает идею о покупке чего-либо, является Инициатором, человек, чьи взгляды имеют некоторый вес при принятии решения о покупке, — это Лидер, человек, который принимает окончательное решение о покупке, — это Принимающий решение, человек, который принимает решение. фактической покупкой является Покупатель, а лицом, для которого совершается покупка, является Пользователь, хотя очень часто это может быть одно и то же лицо.

Очень часто выбор места для семейного отдыха является групповым решением.

Компании необходимо определить эти роли, поскольку они влияют на дизайн продукта и рекламу.

Маркетологи также могут обнаружить, что спутники дайверов обычно оказывают большое влияние на выбор настоящего курортного отеля для проживания.

Вот почему маркетологи не должны исключать ни одну из сторон в своей рекламе, поскольку обе играют роль лиц, принимающих решения.

Знание основных участников и их ролей помогает маркетологу точно настроить маркетинговую программу.

Answer the following questions:

How do biological and psychological needs interplay in making a decision to go to the restaurant instead of eating at home? For example, family’s visit to the restaurant for a ‘lovely treat’ includes a release of both biological need (hunger) and psychological need for entertainment. A decision to go out for a meal the marketers would call a ‘buying decision’, and they see in it a very complex group activity.

What do they call a person who comes up with an idea to buy smth? A person who first suggests the idea of buying something is the Initiator, a person whose views have some weight in making the buying decision is the Influencer, a person who makes a final decision to buy is the Decider, a person who makes an actual purchase is the Buyer, and the person for whom the purchase is made is the User, though very often they may be the same person.

What is the function of the Influencer? Do you think it is an important role? A person whose views have some weight in making the buying decision is the Influencer. I think that it is an important role.

Why is it necessary to differentiate between the Decider and the Buyer, the Buyer and the User, if very often they are the same persons? Very often the choice of a destination for the family vacation is a group decision. For example, the suggestion to go on a vacation might come from the oldest child. A friend who just took her family to Las Vegas might recommend it as a vacation spot. The husband might want to go to the mountains in Utah, while the wife wants to go to the beach in California. The final decision is usually taken jointly.

What roles do the people play in the situation of a family vacation described in the text? The final decision is usually taken jointly.

Why is it necessary for a tourist company to identify these roles? Knowing the main participants and their roles helps the marketer to fine-tune the marketing program.

Text 2

Marketing Management Philosophies

Marketers operate within a dynamic global environment. Every decade calls on them to think freshly about their marketing objectives and practices. Rapid changes can quickly make yesterday’s winning strategies out of date. As Peter Drucker once observed, a company’s winning The Production Concept is one of the oldest philosophies guiding sellers. It holds that consumers will favor products that are available and affordable, and therefore managers should focus on the production and distribution efficiency. As a result, management may become so focused on production that they forget the customer. We all have surely experienced a common production-oriented restaurant after normal dining hours. It may be one-third filled, yet all customers are forced to cluster in one section, thus creating unnecessary density.

The Product Concept holds that customers prefer existing products, and the job management is to perfect them. This theory misses the point that customers might turn to entirely different products which satisfy their needs better, such as motels instead of hotels or fast-food shops in student centers instead of cafeterias.

The Selling Concept holds that consumers will not buy unless the organization undertakes a large selling and promotion effort. It focuses on sales and does not worry about satisfaction of a buyer after it. The selling concept does not establish a long-term relationship with the customer, since the focus is on getting rid of what the organization has, rather than creating a product to meet the needs of the market.

The Marketing Concept is a more recent business philosophy and one that is rapidly adopted in the hospitality industry. It holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively than competitors. This concept is often confused with the selling concept, but there is an essential difference between them. The selling concept focuses on existing products, the marketing concept focuses on customer needs.

The Societal Marketing Concept is the newest marketing idea. It holds that the organization should determine the needs, wants, and interests of target markets and deliver the desired satisfaction more effectively and efficiently than competitors in a way that improves the society’s welfare.

Give Russian equivalents and use them in the sentences of your own:

out-of-date, to favor, distribution efficiency, production-oriented, dining hours, a promotion effort, target markets, a customer, to focus on, society’s welfare.

устаревший, в пользу, эффективность распределения, ориентированный на производство, часы приема пищи, усилия по продвижению, целевые рынки, клиент, на котором следует сосредоточиться, благосостояние общества.

Write out from the text the whole sentences which contain the words and phrases given below and translate them into Russian:

a global environment, a winning strategy, a decade, it holds that … , affordable, to cluster, to miss the point, long-term relationships, to be adopted, effectively and efficiently, concept is often confused, determine the needs.

 

Marketers operate within a dynamic global environment.

Rapid changes can quickly make yesterday’s winning strategies out of date.

Every decade calls on them to think freshly about their marketing objectives and practices.

The Product Concept holds that customers prefer existing products, and the job management is to perfect them.

It holds that consumers will favor products that are available and affordable, and therefore managers should focus on the production and distribution efficiency.

It may be one-third filled, yet all customers are forced to cluster in one section, thus creating unnecessary density.

This theory misses the point that customers might turn to entirely different products which satisfy their needs better, such as motels instead of hotels or fast-food shops in student centers instead of cafeterias.

The selling concept does not establish a long-term relationship with the customer, since the focus is on getting rid of what the organization has, rather than creating a product to meet the needs of the market.

The Marketing Concept is a more recent business philosophy and one that is rapidly adopted in the hospitality industry.

It holds that the organization should determine the needs, wants, and interests of target markets and deliver the desired satisfaction more effectively and efficiently than competitors in a way that improves the society’s welfare.

This concept is often confused with the selling concept, but there is an essential difference between them.

It holds that the organization should determine the needs, wants, and interests of target markets and deliver the desired satisfaction more effectively and efficiently than competitors in a way that improves the society’s welfare.

Маркетологи работают в динамичной глобальной среде.

Быстрые изменения могут быстро сделать вчерашние выигрышные стратегии устаревшими.

Каждое десятилетие требует от них свежего осмысления своих маркетинговых целей и методов.

Концепция продукта утверждает, что потребители предпочитают существующие продукты, а управление работой заключается в их совершенствовании.

Он утверждает, что потребители будут отдавать предпочтение продуктам, которые доступны и доступны по цене, и поэтому менеджеры должны сосредоточиться на эффективности производства и распределения.

Он может быть заполнен на одну треть, но все клиенты вынуждены скапливаться в одном отделе, что создает ненужную плотность.

Эта теория упускает из виду тот факт, что потребители могут обратиться к совершенно другим продуктам, которые лучше удовлетворяют их потребности, например, к мотелям вместо гостиниц или магазинам быстрого питания в студенческих центрах вместо столовых.

Концепция продажи не устанавливает долгосрочных отношений с покупателем, поскольку основное внимание уделяется избавлению от того, что есть у организации, а не созданию продукта, отвечающего потребностям рынка.

Концепция маркетинга — это более поздняя бизнес-философия, которая быстро применяется в индустрии гостеприимства.

Он утверждает, что организация должна определять потребности, желания и интересы целевых рынков и доставлять желаемое удовлетворение более эффективно и продуктивно, чем конкуренты, таким образом, чтобы повысить благосостояние общества.

Это понятие часто путают с понятием продажи, но между ними есть существенная разница.

Он утверждает, что организация должна определять потребности, желания и интересы целевых рынков и доставлять желаемое удовлетворение более эффективно и действенно, чем конкуренты, таким образом, чтобы повысить благосостояние общества.

Answer the following questions:

Why is it necessary to change marketing strategies every next decade? Rapid changes can quickly make yesterday’s winning strategies out of date.

What did Peter Drucker say about marketing strategies? As Peter Drucker once observed, a company’s winning The Production Concept is one of the oldest philosophies guiding sellers.

What are the main concepts of marketing activities? t holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively than competitors.

What should managers focus on, according to the Production Concept? Explain the weak points of this concept. It holds that consumers will favor products that are available and affordable, and therefore managers should focus on the production and distribution efficiency.

What does the Product Concept hold and what points does it miss? The Product Concept holds that customers prefer existing products, and the job management is to perfect them.

What should the managers focus on, according to the Selling Concept? Explain the weak points of this concept. The Selling Concept holds that consumers will not buy unless the organization undertakes a large selling and promotion effort. It focuses on sales and does not worry about satisfaction of a buyer after it. The selling concept does not establish a long-term relationship with the customer, since the focus is on getting rid of what the organization has, rather than creating a product to meet the needs of the market.

What is the main difference between the approaches of the Selling Concept and of the Marketing Concept? The Selling Concept holds that consumers will not buy unless the organization undertakes a large selling and promotion effort. The Marketing Concept is a more recent business philosophy and one that is rapidly adopted in the hospitality industry.

Explain the main idea of the Societal Marketing Concept. The Societal Marketing Concept is the newest marketing idea. It holds that the organization should determine the needs, wants, and interests of target markets and deliver the desired satisfaction more effectively and efficiently than competitors in a way that improves the society’s welfare.

Write out from both texts the underlined parts of the sentences, give the names of the grammar tenses and explain their usage in the sentences.

 

A decision to go out for a meal the marketers would call – Past Simple Active – действие в пролом

A buying decision may be looked upon — Present Simple Active – действие происходит постоянно

A friend who just took her family to Las Vegas — Past Simple Active – действие закончилось в прошлом

all customers are forced to  — Present Simple Passive – действие происходит постоянно

the job management is to perfect them. Present Simple Active – действие привычное

consumers will not buy — Future Simple Active – действие произойдет в будущем

concept is often confused — Present Simple Passive  — действие привычное