Федеральное государственное образовательное учреждение высшего профессионального образования




НазваниеФедеральное государственное образовательное учреждение высшего профессионального образования
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Дата конвертации19.01.2013
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ТипМетодические указания
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Вариант 4

1. Complete the three paragraphs below using the words from the following list:


segmentation, expenditure, mix, slogans, costs, shown, run, drive, agencies, trends, campaign, produce, leaders.
The total marketing (1) includes service or product range, pricing policy, promotional methods and distribution channels, but for "world brands" who aim to be market (2), a large part of marketing (3) goes on television advertising. When global companies organize a marketing (4), a concerted effort is made to promote and sell more of their products and this will often involve an expensive advertising (5).

Marketers generally tend to divide markets up into separate groups according to geographical area, income bracket and so on. This is known as market (6). But a global marketing policy will obviously take much less account of local market (7) and concentrate instead on what different markets have in common.

As global commercials are (8) on TV in many different countries, the advertising (9) tend to be high and obviously only the biggest advertising (10) can (11) commercials on such a global scale. Fortunately, global commercials like those for Marlboro cigarettes and BA can be (12) for many years without looking out of date, and advertising (13), such as "the world's favourite airline" and "Coke is it", will always be universally recognized.

2. Put the following advice on how to become an entrepreneur into the right order. The first and the last parts are in the correct order.


  1. If you want to make it to

  2. sale at a time. You will, of course, need to take many calculated

  3. the top, forget about putting in an 18-hour

  4. biggest cause of business failure. Make sure you clearly identify your

  5. established. That's not how you beat

  6. risks on the way to making

  7. cashflow. For money problems in the early years are the single

  8. target customers and settle for making one

  9. your time and focus

  10. market leaders until you're well

  11. for success, so throw out your business plan, bide

  12. strategy at this stage and should concentrate instead on achieving a steady

  13. day or carefully mapping out your career in advance. There's no simple recipe

  14. your first million, but there's no point in thinking you can take on the

  15. on the little things to begin with. You can do without a marketing

  16. the system.

3. Use the words given in brackets at the end of each sentence to form
a word that fits in the space.


  1. One solution is to … a script which can be translated for each market. (product)

  2. Centralised control of the European … industry could have a negative effect on … and lead to dull … . (advertise, create, advertise)

  3. Benetton succeeded in … a truly international campaign. It also attracted
    a lot of … . (create, publicise)

  4. The Ipsos research institute … the survey in conjunction with the Alice advertising agency. (conduct)

  5. Consumers from five European countries … in the survey. Their responses to 48 commercials from all over Europe were … in the report. (participation, analysis)

  6. The contrast in national … around Europe seems to be quite marked. (prefer)

4. Mark the stress of the words given in brackets and the words you have filled into the spaces in the previous exercise.

5. Complete the sentences with verbs from the list, making sure you use the correct form: approve, build up, claim, conduct, gauge, launch, monitor, submit.


  1. New drugs always undergo a number of clinical trials before they are … on to the market.

  2. Some pharmaceutical companies organize symposiums as a way of … the market potential of new products.

  3. Before any drug can appear on the market, it must be … to a regulatory body of approval.

  4. In the fight for market share, drugs companies … vigorous marketing campaigns.

  5. Manufactures often set up small studies to … the performance of newly-launched drugs.

  6. Some pharmaceutical companies have … massive sales forces.

  7. Marketing activities tend to start long before a new drug has been … by the regulator.

  8. It is sometimes hard to know whether the product benefits being … by drug manufacturers are actually true.

6. Read the article and choose from sentences the one which fits each gap in it. There is one sentence that does not fit anywhere.

MAKE MEETINGS WORK FOR YOU

Do you dread meetings more than Monday mornings? Do you find them boring, unproductive and far too long? Meetings are central to most organisations; people need to know what their colleagues are doing and then take decisions based on shared information and opinions. How well you present yourself and your ideas, and how well you work with other people, is crucial to your career.

Running a Meeting

Only call a meeting if you (and your colleagues) are quite clear about its purpose. (1) Meetings called on routine basis tend to lose their point. It's better to wait until a situation or a problem requires a meeting. If in doubt, don't waste time having one.

If you are sure a meeting is the solution, circulate a memo several days in advance specifying the time and place, objectives, issues to be discussed, other participants and preparation expected. (2) Six is the optimum number of participants for a good working meeting. Inviting the whole department increases emotional undercurrents such as, "Will my suggestions be taken seriously?" Larger meetings can be productive as brainstorming sessions for ideas, provided participants can speak freely without feeling they will be judged.

A successful meeting always leads to action. Decisions should take up the bulk of the meeting minutes, including the name of the person delegated to each task, and a deadline for its completion. (3)

Draw out the quieter members of the group. Encouragement helps create
a relaxed and productive atmosphere. Do not single out any individual for personal criticism – they will either silently withdraw, get upset and humiliated, or try to come up with excuses rather than focusing on the problems in hand. (4)

If you are talking for more than 50 per cent of the time, you're dominating the meeting.

Attending a Meeting

(5) If you're unprepared, you will not be able to concentrate on what your colleagues are saying and others are less likely to listen to you because you will either waffle or sound hesitant.

Don't memorise notes or read them out like a sermon. (6) If you cannot answer a question, don't be afraid to say, "I don't know but I'll find out and get back to you by … (give a definite date)". Phrase your criticism and proposals positively. Seek to offer solutions rather than to complain.

Arrive early and sit close to a chairperson to ensure that you aren't ignored. (7)

Don't try to sneak in as if you are invisible.

A. However informal the meeting, it always pays to prepare a few key points in note form to put across or discuss.

B. Circulate the minutes after the meeting and again just before the next one.

C. This inhibits your natural gestures: the eye contact and body language that is essential to effective communication.

D. If it's a formal board meeting, then minutes are statutory and a proper requirement.

E. Once you are certain about your objective, ask yourself whether it could be better achieved through alternative means, such as a memo.

F. If you're late, apologise and find a seat quickly and quietly.

G. Meetings should be held in the morning, if possible, when people are usually more alert, and should last no more than an hour.

H. Save critical comments for a private occasion.

7. Match the definitions with the words from the text Make Meetings Work for You.


  1. A summary or record of what is said or decided at a formal meeting.

  2. An official note from one person to another in the same organization.

  3. A person who is in charge of a meeting.

  4. A person who is taking part in an activity or event.
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