IV. Choose the correct word.

I. Answer the questions. Give a full response to each question (3-6 sentences).

1. What is management? Is it an art or a science? An instinct ora set of skills and techniques that can be taught?

2. What do you think makes a good manager? Which four ofthe following qualities do you think are the most important?Are there any qualities that you think should be added to this list?

a) being decisive: able to make quick decisions

b) being efficient: doing things quickly, not leaving tasks unfinished, having a tidy desk, and etc.

c) being friendly and sociable

d) being able to communicate with people

e) being logical, rational and analytical

f) being able to motivate and inspire and lead people

g) being authoritative: able to give orders

h) being competent: knowing one's job perfectly, as well as the workof one's subordinates

i) being persuasive: able to convince people to do things

j) having good ideas

k) being highly educated and knowing a lot about the world

l) being prepared to work 50 to 60 hours a week

m) wanting to make a lot of money

3. Which of these qualities can be acquired? Which must yoube born with?

II. Match words from each column to make collocations from the job ads. Then match the words with the definitions (a–g). Provide examples of using these definitions about our country.

a) a related seriesof items sold by a company (e.g. education software titles offered by a publisher)

b) the department that deals directly with consumers

c) communication with the general public

d) items where the company’s name is seen in newspapers, magazines, and websites

e) main task or function

f) good understanding

g) ways of promoting a brand

 III. Read the text. Answer the questions to the text.

What Is Marketed?

Marketers market 10 main types of entities: goods, services, events, experiences, persons, places,properties, organizations, information, and ideas. Let’s take a quick look at these categories.

GOODS Physical goods constitute the bulk of most countries’ production and marketing efforts. Each year, U.S. companies market billions of fresh, canned, bagged, and frozen food products and millions of cars, refrigerators, televisions, machines, and other mainstays of a modern economy.

SERVICES As economies advance, a growing proportion of their activities focuses on the production of services. The U.S. economy today produces a 70–30 services-to-goods mix.Services include the work of airlines, hotels, car rental firms, barbers and beauticians, maintenance and repair people, and accountants, bankers, lawyers, engineers, doctors, softwareprogrammers, and management consultants. Many market offerings mix goods and services, such as a fast-food meal.

EVENTS Marketers promote time-based events, such as major trade shows, artisticperformances, and company anniversaries. Global sporting events such as the Olympics and the World Cup are promoted aggressively to both companies and fans.

EXPERIENCES By orchestrating several services and goods, a firm can create, stage, and marketexperiences. Walt Disney World’s Magic Kingdom allows customers to visit a fairy kingdom, a pirate ship, or a haunted house. There is also a market for customized experiences, such as a week at a baseball camp with retired baseball greats, a four-day rock and roll fantasy camp, or a climb up Mount Everest.

PERSONS Artists, musicians, CEOs, physicians, high-profile lawyers and financiers, andother professionals all get help from celebrity marketers. Some people have done a masterful job of marketing themselves—David Beckham, Oprah Winfrey, and the Rolling Stones. Management consultant Tom Peters, a master at self-branding, has advised each person to become a “brand.”

PLACES Cities, states, regions, and whole nations compete to attract tourists, residents, factories, andcompany headquarters. Place marketers include economic development specialists, real estate agents, commercial banks, local business associations, and advertising and public relations agencies. The Las Vegas Convention & Visitors Authority succeeded with its provocative ad campaign, “What Happens Here, Stays Here,” portraying Las Vegas as “an adult playground.” In the recession of 2008, however, convention attendance declined. Concerned about its potentially out-of-step racy reputation, the Authority took out a full-page BusinessWeek ad to defend its ability to host serious business meetings.

Unfortunately, the 2009 summer box office blockbuster The Hangover, set in a debauched Las Vegas,likely did not help the city position itself as a choice business and tourist destination.

PROPERTIES Properties are intangible rights of ownership to either real property (real estate) orfinancial property (stocks and bonds). They are bought and sold, and these exchanges require marketing. Real estate agents work for property owners or sellers, or they buy and sell residential or commercial real estate. Investment companies and banks market securities to both institutional and individual investors.

ORGANIZATIONS Organizations work to build a strong, favorable, and unique image in theminds of their target publics. In the United Kingdom, Tesco’s “Every Little Helps” marketing program reflects the food marketer’s attention to detail in everything it does, within the store and in the community and environment. The campaign has vaulted Tesco to the top of the UK supermarket chain industry. Universities, museums, performing arts organizations, corporations, and nonprofits all use marketing to boost their public images and compete for audiences and funds.

INFORMATION The production, packaging, and distribution of information are majorindustries. Information is essentially what books, schools, and universities produce, market, and distribute at a price to parents, students, and communities. The former CEO of Siemens MedicalSolutions USA, Tom McCausland, says, “[our product] is not necessarily an X-ray or an MRI, but information. Our business is really health care information technology, and our end product is really an electronic patient record: information on lab tests, pathology, and drugs as well as voice dictation.”

IDEAS Every market offering includes a basic idea. Charles Revson of Revlon once observed: “Inthe factory we make cosmetics; in the drugstore we sell hope.” Products and services are platforms for delivering some idea or benefit. Social marketers are busy promoting such ideas as “Friends Don’t Let Friends Drive Drunk” and “A Mind Is a Terrible Thing to Waste.”

1. Translate in written form any 5 paragraphs from the text.

2. Find in the text words and phrases that are used in the marketing sphere (no less than 6). Translate the words. Provide your own examples of using these words and phrases.

3. What are the most marketed types of entities in our country you think? Explain your choice. Give examples.

4. Explain the meaning of the sentence «Management consultant Tom Peters, a master at self-branding, has advised each person to become a “brand.”»

5. Give a brief summary of the text in 4-6 sentences.

IV. Choose the correct word.

1. We have three main brand values which we try to project / remind in all our internal and widely / external communication.

2. Our customers emphasize / associate us with the highest quality products.

3. Our products are obvious / widely seen as the safest on the market.

4. That’s something we can associate / promote through our brand.

5. We have always had a reputation / project for coming up with new products and we try to emphasize / communicate that through our brand.

6. For us, the customer always comes first and we want to constantly associate / remind both ourselves and our customers of that fact.

7. That’s something we continually communicate / find in our marketing.

8. Hopefully that is widely / obvious from our logo and corporate design.