АНГЛИЙСКИЙ ЯЗЫК. Контрольная работа № 2

Упражнение I . Переведите следующие предложения, обращая внимание на правила перевода сослагательного наклонения:

1. He demands that the question should be discussed at tomorrow`s meeting.
2. The manager insisted that the secretary ask for permission to stay away.
3. Mr. Howard insists that everybody should be present at the meeting.
4. The speaker recommended that all the facts should be mentioned.

Упражнение II. Переведите предложения. Определите тип условного предложения. Подчеркните вспомогательный глагол и инфинитив:
1. If wages rise, unemployment will increase. I тип, изъявительное наклонение
2. If we installed new equipment, we would become more competitive. II тип, сослагательное наклонение.
3. If the market for our products expands, we will have a 20 per cent increase in turnove ...

Упражнение I . Переведите следующие предложения, обращая внимание на правила перевода сослагательного наклонения:

1. He demands that the question should be discussed at tomorrow`s meeting.
2. The manager insisted that the secretary ask for permission to stay away.
3. Mr. Howard insists that everybody should be present at the meeting.
4. The speaker recommended that all the facts should be mentioned.

Упражнение II. Переведите предложения. Определите тип условного предложения. Подчеркните вспомогательный глагол и инфинитив:
1. If wages rise, unemployment will increase. I тип, изъявительное наклонение
2. If we installed new equipment, we would become more competitive. II тип, сослагательное наклонение.
3. If the market for our products expands, we will have a 20 per cent increase in turnover next year. I тип, изъявительное наклонение
4. Had he known that he wouldn`t have said anything. III тип, сослагательное наклонение.
5. The demand for most goods and services will increase provided incomes are rising. I тип, изъявительное наклонение

Упражнение III. Перепишите и переведите предложения. Подчеркните инфинитив и определите его функцию в предложении:

1. To offer each customer the right product or service is our purpose.
2. The employers agreed to accept the terms of the deal.
3. To enter the market requires a lot of hard work.
4. The engineers must test the system to be used
5. To create a supply of loans people with the necessary financial resources have to be persuaded to loan.

Упражнение IV. Перепишите и переведите предложения. Обратите внимание на правила перевода инфинитивных оборотов. Подчеркните инфинитивные обороты и определите его тип:

1. The manager considers the results to be unsatisfactory.
2. The company is said to be losing a lot of money.
3. The new manager is said to work 12 hours a day.
4. We expect interest rates to rise next week.
5. A small firm is likely to be specializing in one product.

Упражнение V . Перепишите и переведите предложения. Подчеркните Причастие I,II. Определите его функцию в предложении.

1. The information obtained is very valuable.
2. The persons forming a company have to submit several documents.
3. Calculating the program he paid attention to possible changes.
4. The house was restored by this firm.
5. A country wishing to limit its population may discourage immigration and encourage emigration.

УПРАЖНЕНИЕ VI. Перепишите и переведите предложения, обращая внимание на правила перевода причастных оборотов. Подчеркните причастный оборот. Определите тип:
1. It being too late they decided to stop working.
2. Being invited too late my friend could not come.
3. Most industries make use of a variety of machines, each machine carrying out a different operation.

Упражнение VII. Перепишите и переведите предложения. Подчеркните герундий и определите его функцию:
We discussed opening a new business.
He risks losing all of his money.
Entering a new market is important.

Упражнение VIII.
А) Переведите текст: GOOD MANAGER
A lot of research has been carried out into what makes a good manager. This research covers all types of working environments including industry, retailing and government. The result has been that several characteristics have been identified as being typical of the very best managers. It seems that good managers are quick to give the praise to employers who deserve it and the company, from a customer, for example. Also a characteristic of good managers is that they treat people fairy and do not have favorites. The researchers found that managers who were thought to be discriminating against some people and giving to others special treatment could seriously reduce the efficiency of the work force. It was also noticed that good managers moved around a lot, getting to know all the staff as well as people outside the company, instead of always staying inside the office. However, this had to be done carefully because employees, although they appreciate the manager taking an interest in their work do not want him or her constantly looking over their shoulder.

б) Ответьте на вопрос:
What are the characteristics of a good manager?

Тексты для письменного перевода
GOOD MANNERS – How not to behave badly abroad (by N. Ramshaw)
Travelling to all corners of the world gets easier and easier. We live in a global village, but how well do we know and understand each other? Here is a simple test. Imagine you have arranged a meeting at four o’clock. What time should you expect your foreign business colleagues to arrive? If they’re German, they’ll be bang on time. If they’re American, they’ll be 15 minutes early. If they’re British, they’ll be 15 minutes late, and you should allow up to an hour for the Italians.
When the European Community began to increase in size, several guidebooks appeared giving advice on international etiquette. At first many people thought this was a joke, especially the British, who seemed to assume that the widespread understanding of their language meant a corresponding understanding of English customs. Very soon they had to change their ideas, as they realized that they had a lot to learn about how to behave with their foreign business friends.
For example:
o The British are happy to have a business lunch and discuss business matters with a drink during the meal; the Japanese prefer not to work while eating. Lunch is a time to relax and get to know one another and they rarely drink at lunchtime.
o The Germans like to talk business before dinner; the French like to eat first and talk afterwards. They have to be well fed and watered before they discuss anything.
o Taking off your jacket and rolling up your sleeves is a sign of getting down to work in Britain and Holland, but in Germany people regard it as taking it easy.
o American executives sometimes signal their feelings of ease and importance in their offices by putting their feet on the desk whilst on the telephone. In Japan, people would be shocked. Showing the soles of your feet is the height of bad manners. It is a social insult only exceeded by blowing your nose in public.
The Japanese have perhaps the strictest rules of social and business behavior. Seniority is very important, and a younger man should never be sent to complete a business deal with an older Japanese man. The Japanese business card almost needs a rulebook of its own. You must exchange business card immediately on meeting because it is essential to establish everyone’s status and position. When it is handed to a person in a superior position, it must be given and received with both hands, and you must take time to read it carefully, and not just put it in your pocket! Also the bow is a very important part of greeting someone. You should not expect the Japanese to shake hands. Bowing the head is a mark of respect and the first bow of the day should be lower than when you meet thereafter.
The Americans sometimes find it difficult to accept the more formal Japanese manners. They prefer to be casual and more informal, as illustrated by the universal “Have a nice day!” American waiters have a one-word imperative “Enjoy” The British, of course, are cool and reserved. The great topic of conversation between strangers in Britain is the weather – unemotional and impersonal. In America, the main topic between strangers is the search to find a geographical link. “Oh, really? You live in Ohio? I had an uncle who once worked there”.
When in Rome, do as the Romans do”. Here are some final tips for travelers.
• In France you shouldn’t sit down in café until you’ve shaken hands with everyone you know.
• In Afghanistan you should spend at least five minutes saying hello.
• In Pakistan you mustn’t wink. In is offensive.
• In the Middle East you must never use the left hand for greeting, eating, drinking or smoking. Also, you should take care not to admire anything in your hosts’ home. They will feel that they have to give it to you.
• In Russia you must match your hosts drink for drink or they will think you are unfriendly.
• In Thailand you should clasp your hands together and lower your head and your eyes when you greet someone.
• In America you should eat your hamburger with both hands and as quickly as possible. You shouldn’t try to have a conversation until it is eaten.
THE MARKETING STRATEGY
1. To market a product successfully, a marketer must develop strategy. The marketing strategy is more efficient (of time and money) if it is aimed at those people the company can reasonably expect to serve.
2. From studying the demographic data, the manager might decide to aim his strategy towards a very specific target, or segment of the population, as an example. An automobile company provides a common example of this strategy, with the wide variety of style, purpose and cost of its cars. The marketing programs of one car company might vary as widely as its products.
3. In planning the strategy for marketing his product, a marketer will want to know all he can about consumers’ needs and wants for it, their motives for buying or not buying it, their perceptions of the product (how it looks, feels) and their attitude towards it and the company.
4. Whether the potential market is domestic or foreign, it is necessary for the marketing manager to understand the internal and external determinals of consumer behavior. All people are supposed to have some needs, motives, and perceptions. All are members of groups, societies and cultures. Despite all human variety there are patterns of behavior. One of the marketer’s tasks is to know the buying patterns of specific groups of consumers and to match his products to their needs.

BRAND ACCEPTANCE
1. A brand is a name, sign, symbol, design or some combinations of those, used to identify one company’s offerings and to distinguish them from a competitor’s. A brand name is that part of the brand that can be spoken. For instance, the style of lettering on Coca-Cola bottle is familiar throughout the world. That is part of the Coca-Cola brand or identity. But it cannot be spoken, while the words ‘Coca-Cola’ can. Coca-Cola is the brand name. Brand names should be easy to pronounce, recognize and remember; they be create a desirable idea or image in consumer’s mind; and they should be legally protectable.
2. There art thee levels of brand acceptance: recognition, preference and insistence. A new product with a new name aims for the first level, simply bringing the brand if it is easily available, though they may not go out of their way to find it. Brand insistence – “I will have this brand and no other” – is the goal of most companies, but it is seldom achieved. The second major means of product identification is its packaging. The original purpose of a package was to hold and protect its contents, but now it has much greater importance in marketing.
3. For some types of consumer goods, the packaging is likely to be more important than product itself. It may be the primary tool for selling the product. The package must be easy for the consumer to open, use and store. It must communicate information: the brand name, the nature of the contents and any directions for the product’s use. Finally it must be distinctive and attractive enough to catch the attention of the customer. Color is especially important. However, the designer of a package for foreign markets must be aware that colour can have very different meanings in different countries of the world.
NEW PRODUCTS
1. A new product is anything that is new to consumer, even a modification of an old product or a change in name or packaging. A firm that wants to stay in business has to give constant consideration to introducing new products, in order to meet the changing desires of consumers. Because of potential for growth, the idea of offering a new product can be very attractive to a company. But producing something new can also be hazardous for as many as 90 per cent of new products fail.
2. Some of the most common reasons for failure are these: inadequate market research, problems with the product itself, unexpectedly high production costs, entering the market at the wrong time, insufficient preparation and testing of the product, competition, poor organization of the marketing effort and failure to study, the reasons for failure and so to learn from testing before the product is introduced in the market.
3. Some of the best ideas for the new product are expected to come from customers themselves and from customers’ complaints. Ideas may also come from within the company, from employee suggestions, analysis of the competition, or the research and development department. Independent consulting groups might be hired from outside the company. Crucial to the success of a new product is its identity in the mind of the consumer, an identity created principally by brand and distinctive packaging

Упражнение I . Переведите следующие предложения, обращая внимание на правила перевода сослагательного наклонения:

1. He demands that the question should be discussed at tomorrow`s meeting.
2. The manager insisted that the secretary ask for permission to stay away.
3. Mr. Howard insists that everybody should be present at the meeting.
4. The speaker recommended that all the facts should be mentioned.

Упражнение II. Переведите предложения. Определите тип условного предложения. Подчеркните вспомогательный глагол и инфинитив:
1. If wages rise, unemployment will increase. I тип, изъявительное наклонение
2. If we installed new equipment, we would become more competitive. II тип, сослагательное наклонение.
3. If the market for our products expands, we will have a 20 per cent increase in turnove r next year. I тип, изъявительное наклонение
4. Had he known that he wouldn`t have said anything. III тип, сослагательное наклонение.
5. The demand for most goods and services will increase provided incomes are rising. I тип, изъявительное наклонение

Упражнение III. Перепишите и переведите предложения. Подчеркните инфинитив и определите его функцию в предложении:

1. To offer each customer the right product or service is our purpose.
2. The employers agreed to accept the terms of the deal.
3. To enter the market requires a lot of hard work.
4. The engineers must test the system to be used
5. To create a supply of loans people with the necessary financial resources have to be persuaded to loan.

Упражнение IV. Перепишите и переведите предложения. Обратите внимание на правила перевода инфинитивных оборотов. Подчеркните инфинитивные обороты и определите его тип:

1. The manager considers the results to be unsatisfactory.
2. The company is said to be losing a lot of money.
3. The new manager is said to work 12 hours a day.
4. We expect interest rates to rise next week.
5. A small firm is likely to be specializing in one product.

Упражнение V . Перепишите и переведите предложения. Подчеркните Причастие I,II. Определите его функцию в предложении.

1. The information obtained is very valuable.
2. The persons forming a company have to submit several documents.
3. Calculating the program he paid attention to possible changes.
4. The house was restored by this firm.
5. A country wishing to limit its population may discourage immigration and encourage emigration.

УПРАЖНЕНИЕ VI. Перепишите и переведите предложения, обращая внимание на правила перевода причастных оборотов. Подчеркните причастный оборот. Определите тип:
1. It being too late they decided to stop working.
2. Being invited too late my friend could not come.
3. Most industries make use of a variety of machines, each machine carrying out a different operation.

Упражнение VII. Перепишите и переведите предложения. Подчеркните герундий и определите его функцию:
We discussed opening a new business.
He risks losing all of his money.
Entering a new market is important.

Упражнение VIII.
А) Переведите текст: GOOD MANAGER
A lot of research has been carried out into what makes a good manager. This research covers all types of working environments including industry, retailing and government. The result has been that several characteristics have been identified as being typical of the very best managers. It seems that good managers are quick to give the praise to employers who deserve it and the company, from a customer, for example. Also a characteristic of good managers is that they treat people fairy and do not have favorites. The researchers found that managers who were thought to be discriminating against some people and giving to others special treatment could seriously reduce the efficiency of the work force. It was also noticed that good managers moved around a lot, getting to know all the staff as well as people outside the company, instead of always staying inside the office. However, this had to be done carefully because employees, although they appreciate the manager taking an interest in their work do not want him or her constantly looking over their shoulder.

б) Ответьте на вопрос:
What are the characteristics of a good manager?

Тексты для письменного перевода
GOOD MANNERS – How not to behave badly abroad (by N. Ramshaw)
Travelling to all corners of the world gets easier and easier. We live in a global village, but how well do we know and understand each other? Here is a simple test. Imagine you have arranged a meeting at four o’clock. What time should you expect your foreign business colleagues to arrive? If they’re German, they’ll be bang on time. If they’re American, they’ll be 15 minutes early. If they’re British, they’ll be 15 minutes late, and you should allow up to an hour for the Italians.
When the European Community began to increase in size, several guidebooks appeared giving advice on international etiquette. At first many people thought this was a joke, especially the British, who seemed to assume that the widespread understanding of their language meant a corresponding understanding of English customs. Very soon they had to change their ideas, as they realized that they had a lot to learn about how to behave with their foreign business friends.
For example:
o The British are happy to have a business lunch and discuss business matters with a drink during the meal; the Japanese prefer not to work while eating. Lunch is a time to relax and get to know one another and they rarely drink at lunchtime.
o The Germans like to talk business before dinner; the French like to eat first and talk afterwards. They have to be well fed and watered before they discuss anything.
o Taking off your jacket and rolling up your sleeves is a sign of getting down to work in Britain and Holland, but in Germany people regard it as taking it easy.
o American executives sometimes signal their feelings of ease and importance in their offices by putting their feet on the desk whilst on the telephone. In Japan, people would be shocked. Showing the soles of your feet is the height of bad manners. It is a social insult only exceeded by blowing your nose in public.
The Japanese have perhaps the strictest rules of social and business behavior. Seniority is very important, and a younger man should never be sent to complete a business deal with an older Japanese man. The Japanese business card almost needs a rulebook of its own. You must exchange business card immediately on meeting because it is essential to establish everyone’s status and position. When it is handed to a person in a superior position, it must be given and received with both hands, and you must take time to read it carefully, and not just put it in your pocket! Also the bow is a very important part of greeting someone. You should not expect the Japanese to shake hands. Bowing the head is a mark of respect and the first bow of the day should be lower than when you meet thereafter.
The Americans sometimes find it difficult to accept the more formal Japanese manners. They prefer to be casual and more informal, as illustrated by the universal “Have a nice day!” American waiters have a one-word imperative “Enjoy” The British, of course, are cool and reserved. The great topic of conversation between strangers in Britain is the weather – unemotional and impersonal. In America, the main topic between strangers is the search to find a geographical link. “Oh, really? You live in Ohio? I had an uncle who once worked there”.
When in Rome, do as the Romans do”. Here are some final tips for travelers.
• In France you shouldn’t sit down in café until you’ve shaken hands with everyone you know.
• In Afghanistan you should spend at least five minutes saying hello.
• In Pakistan you mustn’t wink. In is offensive.
• In the Middle East you must never use the left hand for greeting, eating, drinking or smoking. Also, you should take care not to admire anything in your hosts’ home. They will feel that they have to give it to you.
• In Russia you must match your hosts drink for drink or they will think you are unfriendly.
• In Thailand you should clasp your hands together and lower your head and your eyes when you greet someone.
• In America you should eat your hamburger with both hands and as quickly as possible. You shouldn’t try to have a conversation until it is eaten.
THE MARKETING STRATEGY
1. To market a product successfully, a marketer must develop strategy. The marketing strategy is more efficient (of time and money) if it is aimed at those people the company can reasonably expect to serve.
2. From studying the demographic data, the manager might decide to aim his strategy towards a very specific target, or segment of the population, as an example. An automobile company provides a common example of this strategy, with the wide variety of style, purpose and cost of its cars. The marketing programs of one car company might vary as widely as its products.
3. In planning the strategy for marketing his product, a marketer will want to know all he can about consumers’ needs and wants for it, their motives for buying or not buying it, their perceptions of the product (how it looks, feels) and their attitude towards it and the company.
4. Whether the potential market is domestic or foreign, it is necessary for the marketing manager to understand the internal and external determinals of consumer behavior. All people are supposed to have some needs, motives, and perceptions. All are members of groups, societies and cultures. Despite all human variety there are patterns of behavior. One of the marketer’s tasks is to know the buying patterns of specific groups of consumers and to match his products to their needs.

BRAND ACCEPTANCE
1. A brand is a name, sign, symbol, design or some combinations of those, used to identify one company’s offerings and to distinguish them from a competitor’s. A brand name is that part of the brand that can be spoken. For instance, the style of lettering on Coca-Cola bottle is familiar throughout the world. That is part of the Coca-Cola brand or identity. But it cannot be spoken, while the words ‘Coca-Cola’ can. Coca-Cola is the brand name. Brand names should be easy to pronounce, recognize and remember; they be create a desirable idea or image in consumer’s mind; and they should be legally protectable.
2. There art thee levels of brand acceptance: recognition, preference and insistence. A new product with a new name aims for the first level, simply bringing the brand if it is easily available, though they may not go out of their way to find it. Brand insistence – “I will have this brand and no other” – is the goal of most companies, but it is seldom achieved. The second major means of product identification is its packaging. The original purpose of a package was to hold and protect its contents, but now it has much greater importance in marketing.
3. For some types of consumer goods, the packaging is likely to be more important than product itself. It may be the primary tool for selling the product. The package must be easy for the consumer to open, use and store. It must communicate information: the brand name, the nature of the contents and any directions for the product’s use. Finally it must be distinctive and attractive enough to catch the attention of the customer. Color is especially important. However, the designer of a package for foreign markets must be aware that colour can have very different meanings in different countries of the world.
NEW PRODUCTS
1. A new product is anything that is new to consumer, even a modification of an old product or a change in name or packaging. A firm that wants to stay in business has to give constant consideration to introducing new products, in order to meet the changing desires of consumers. Because of potential for growth, the idea of offering a new product can be very attractive to a company. But producing something new can also be hazardous for as many as 90 per cent of new products fail.
2. Some of the most common reasons for failure are these: inadequate market research, problems with the product itself, unexpectedly high production costs, entering the market at the wrong time, insufficient preparation and testing of the product, competition, poor organization of the marketing effort and failure to study, the reasons for failure and so to learn from testing before the product is introduced in the market.
3. Some of the best ideas for the new product are expected to come from customers themselves and from customers’ complaints. Ideas may also come from within the company, from employee suggestions, analysis of the competition, or the research and development department. Independent consulting groups might be hired from outside the company. Crucial to the success of a new product is its identity in the mind of the consumer, an identity created principally by brand and distinctive packaging

б) Ответьте на вопрос:What are the characteristics of a good manager?Characteristics of a good manager in the following: the good manager praises the employers who deserve it. Also good manager treat all equally, without allocating favorites, interested in the work of their subordinates, but he was not breathing behind.Тексты для письменного переводаGOOD MANNERS – How not to behave badly abroad (by N. Ramshaw)Travelling to all corners of the world gets easier and easier. We live in a global village, but how well do we know and understand each other? Here is a simple test. Imagine you have arranged a meeting at four o’clock. What time should you expect your foreign business colleagues to arrive? If they’re German, they’ll be bang on time. If they’re American, they’ll be 15 minutes early. Ifthey’re British, they’ll be 15 minutes late, and you should allow up to an hour for the Italians.When the European Community began to increase in size, several guidebooks appeared giving advice on international etiquette. At first many people thought this was a joke, especially the British, who seemed to assume that the widespread understanding of their language meant a corresponding understanding of English customs. Very soon they had to change their ideas, as they realized that they had a lot to learn about how to behave with their foreign business friends.For example:The British are happy to have a business lunch and discuss business matters with a drink during the meal; the Japanese prefer not to work while eating. Lunch is a time to relax and get to know one another and they rarely drink at lunchtime.The Germans like to talk business before dinner; the French like to eat first and talk afterwards. They have to be well fed and watered before they discuss anything.Taking off your jacket and rolling up your sleeves is a sign of getting down to work in Britain and Holland, but in Germany people regard it as taking it easy.American executives sometimes signal their feelings of ease and importance in their offices by putting their feet on the desk whilst on the telephone. In Japan, people would be shocked. Showing the soles of your feet is the height of bad manners. It is a social insult only exceeded by blowing your nose in public.The Japanese have perhaps the strictest rules of social and business behavior. Seniority is very important, and a younger man should never be sent to complete a business deal with an older Japanese man. The Japanese business card almost needs a rulebook of its own. You must exchange business card immediately on meeting because it is essential to establish everyone’s status and position. When it is handed to a person in a superior position, it must be given and received with both hands, and you must take time to read it carefully, and not just put it in your pocket! Also the bow is a very important part of greeting someone. You should not expect the Japanese to shake hands. Bowing the head is a mark of respect and the first bow of the day should be lower than when you meet thereafter.The Americans sometimes find it difficult to accept the more formal Japanese manners. They prefer to be casual and more informal, as illustrated by the universal “Have a nice day!” American waiters have a one-word imperative “Enjoy” The British, of course, are cool and reserved. The great topic of conversation between strangers in Britain is the weather – unemotional and impersonal. In America, the main topic between strangers is the search to find a geographical link. “Oh, really? You live in Ohio? I had an uncle who once worked there”.When in Rome, do as the Romans do”. Here are some final tips for travelers.In France you shouldn’t sit down in café until you’ve shaken hands with everyone you know.In Afghanistan you should spend at least five minutes saying hello.In Pakistan you mustn’t wink. In is offensive.In the Middle East you must never use the left hand for greeting, eating, drinking or smoking. Also, you should take care not to admire anything in your hosts’ home. They will feel that they have to give it to you.In Russia you must match your hosts drink for drink or they will think you are unfriendly.In Thailand you should clasp your hands together and lower your head and your eyes when you greet someone.In America you should eat your hamburger with both hands and as quickly as possible. You shouldn’t try to have a conversation until it is eaten.«ХОРОШИЕ МАНЕРЫ» - Как не вести себя плохо за рубежом (H.Ramshaw)Путешествовать во все уголки мира становится все легче и легче. Мы живем в одной большой деревне, но как хорошо мы знаем и понимаем друг друга? Вот простой тест. Предположите, что вы назначили встречу в четыре часа. Во сколько вы должны ожидать приезда ваших иностранных коллег? Если они будут немцами, то они прибудет точно в срок. Если они будут американцами, то они будут на 15 минут позже. И вы должны будете ждать около часа, если они итальянцы. Когда Европейское сообщество стало увеличиваться в размерах, появилось несколько путеводителей с советами по международному этикету. Сначала многие люди думали, что это было шуткой, особенно британцы, которые, казалось, предполагали, что широко распространенное понимание их языка означало соответствующее понимание английской таможни. Очень скоро им пришлось изменить свои идеи, как они поняли, что им много можно узнать о том, как вести себя со своими иностранными друзьями.Например:Британцы любят завтракать и обсуждать деловые вопросы с любимыми напитками во время еды; японцы предпочитают не работать во время еды. Обед – время, чтобы расслабиться и лучше узнать друг друга, и они редко пьют во время обеденного перерыва. Немцам нравится говорить о бизнесе перед обедом; французам нравится, сначала есть, затем говорить. Они должны хорошо поесть и выпить, прежде чем что-либо обсуждать. Снимание жакета и закатывание рукавов является признаком начинания работы в Великобритании и Голландии, но в Германии это оценивают как расслабление. Американцы иногда показывают свою непринужденность и важность в своих офисах, помещая ноги на стол, когда разговаривают по телефону. В Японии люди были бы в шоке. Показывать подошвы ног – верх невежливости. Это социальное оскорбление, только превышенное наравне с публичным сморканием.У японцев, возможно, самые строгие правила социального и делового поведения. Возраст очень важен, и молодого человека никогда нельзя отправлять на сделку со старым японцем. Японская визитная карточка нуждается в почти собственном своде правил. Вы должны немедленно обменяться визитными карточками при встрече, потому что важно установить статус и положение каждого человека. Когда визитка вручается человеку с более высоким положением, это должно быть сделано обеими руками, и вы должны внимательно прочесть, прежде чем положить ее в карман. Кроме того. Поклон – очень важная часть приветствия кого-либо. Вы не должны ждать, что японцы обменяются рукопожатием. Склонение головы в знак уважения и первый поклон дня должен быть ниже, чем когда вы встречаетесь после.Американцам иногда трудно принять более формальные японские манеры. Они предпочитают быть случайными и более неофициальными, как иллюстрировано универсальным "Хорошего дня!", у американских официантов есть императив с одним словом “Enjoy”. Англичане, конечно, холодны и сдержанны. Основная тема между незнакомыми людьми в Великобритании – погода, бесстрастная и безличная. В Америке, основной темой между незнакомыми людьми является географические ссылки «О, на самом деле? Вы живете в Огайо? У меня был дядя, который когда то работал там»« Когда вы в Риме, делайте как римляне». Вот некоторые заключительные подсказки для путешественников.Во Франции – вы не должны садиться в кафе, пока не обменяетесь рукопожатием со всеми, кого вы знаете. В Афганистане – необходимо потратить, по крайней мере, пять минут, чтобы поздороваться.В Пакистане вы не должны подмигивать, это оскорбление.На Ближнем Востоке никогда нельзя пользоваться левой рукой для приветствия, есть, пить или курить. Кроме того, Вы должны заботиться, о том, чтобы не восхититься чем-либо в доме Ваших хозяев. Они будут чувствовать, что должны дать это Вам.В России вы должны соответствовать напитку хозяина или он подумает, что вы недружелюбны.В Таиланде Вы должны сжать руки вместе и опустить свою голову и глаза, когда Вы приветствуете кого-то.В Америке Вы должны съесть свой гамбургер обеими руками и как можно быстрее. Вы не должны пытаться вести разговор, пока не съедите.THE MARKETING STRATEGY1. To market a product successfully, a marketer must develop strategy. The marketing strategy is more efficient (of time and money) if it is aimed at those people the company can reasonably expect to serve.2. From studying the demographic data, the manager might decide to aim his strategy towards a very specific target, or segment of the population, as an example. An automobile company provides a common example of this strategy, with the wide variety of style, purpose and cost of its cars. The marketing programs of one car company might vary as widely as its products.3. In planning the strategy for marketing his product, a marketer will want to know all he can about consumers’ needs and wants for it, their motives for buying or not buying it, their perceptions of the product (how it looks, feels) and their attitude towards it and the company.4. Whether the potential market is domestic or foreign, it is necessary for the marketing manager to understand the internal and external determinals of consumer behavior. All people are supposed to have some needs, motives, and perceptions. All are members of groups, societies and cultures. Despite all human variety there are patterns of behavior. One of the marketer’s tasks is to know the buying patterns of specific groups of consumers and to match his products to their needs.Маркетинговая стратегия1. Чтобы продать продукт успешно, маркетолог должен разработать стратегию.