Ответы по английскому языку (стр. 2 из 5)

70s-styledepartmentstoreintoaretailinggood-structuredmoderndepartmentstore.

Oneofthemainchangesis thatmorefloorspaceis rentedtovendors,inwhatis sometimesreferredtoas theshowcasebusinessmodel:vendorsdesigntheirownboothsandareencouragedtobecreative.The problemisthatalldepartmentstoreslookthesame.

Unit 5. Money.

1. Howdoes moneywork?

2. Whatmoneyinstitutions can youmention?

3. Describedifferentkindsofsecuritiesanddifferentkindsofmarkets.

4. Whatcanyousayabouttheattitude to moneyinourculture?Hasitchangedinrecentyears?

5

5. HowhaveWal-MartandTargetstoresperformedlately?

1.Howdoesmoneywork.

Moneymakestheworldgoround,theysay.Perhapsitiseventruerthattheworldmakesmoneygo

round,especiallyinaneraofglobalizationwhencapitalcanflowfreelytoandfromalmosteverywhere.Moneyisalways lookingforplaceswhereitwillbemostprofitableandearnthegreatestreturnon investment.

Asanindividual,youcanputyourmoneyondepositinabank,andaslongasthebankdoesn'tfailand

theeconomykeepsfunctioning,youwillgetinterest.Yourmoneyislentouttopeople,businessesand governmentswho need it to financetheirownprojects, andthebankwillmakeitsmoneyonthedifferencebetweenwhatitpays outininterest ondepositsand whatitgetsininterestfrom itsloans.

Ifyouwant tolivemoredangerouslyyoucouldbuysomebonds,andaslongastheorganizationor

countryyou'veinvestedinbylendingitmoneydoesn'tdefault,youwillgetyourinterestpayments,and lateryourbondswilleventuallyberepaid.Toliveevenmoredangerously,buysomesharesandsharein the profitabilityofyourchosencompany.Ingoodtimes,the dividendswillbemorethanwhatyouwould getfrombonds,andtheshares themselves willincreaseinvalue, givingyoua capitalgainifyousell them.Butifthecompanyrunsintotroubleandgoesbankrupt,youwillbeamongthelasttobepaidback, andyoumaygetonlypartofwhatyouputin,oryoumaylose allyourmoney.

2.Whatmoneyinstitutionscanyoumention?

Thisisforexamplebanks,insurancecompanies,mutual funds (unittrusts intheUK)andpensionfunds whomay, ofcourse,beinvesting themoney ofprivateindividualsindirectly.

Themarketsthey investininclude themoneyandcurrencymarkets,stockmarketsforshares(also

knownasequities),commoditiesmarketsforanythingfromgoldtoporkbellies(usedformakingbacon),

andproperty(buildingsandland). Let’s stopon several institutions.

Themostfamousmoneyinstitutionineverycountryisbank.Bankis afinancial institution thatactsas apaymentagentforcustomers,andborrows andlendsmoney.Banksborrowmoneybyacceptingfunds

depositedoncurrentaccount,acceptingtermdepositsandbyissuingdebtsecuritiessuchasbanknotes andbonds.Bankslendmoneybymakingadvancestocustomersoncurrentaccount, bymaking

installmentloans,andby investingin marketabledebtsecuritiesandotherforms oflending.

Amutualfund is aprofessionally-managedfirmofcollectiveinvestments thatpoolsmoneyfrommany

investorsandinvestsitin stocks,bonds,short-termmoneymarketinstruments,orothersecurities. Ina mutualfund,thefundmanager,tradesthefund'sunderlyingsecurities,realizingcapitalgainsorlosses, andcollectsthedividendorinterestincome.

3.Describedifferentkindsofsecurities anddifferentkindsofmarkets.

Fromthepointofviewofinvestors,theworld'sfinancialmarketsexistinordertochannelmoneyto profitableinvestmentactivities and projects.Fromthepoint ofviewofborrowerssuchascompanies and governments,financial centresexistso thattheycanfind capitalon thebestterms.

Most investorsarenotprivateindividualsbutinstitutionslikebanks,insurancecompanies,mutualfunds andpensionfunds whomay,ofcourse,beinvestingthemoneyofprivateindividualsindirectly.The markets theyinvestinincludethemoneyandcurrencymarkets,stockmarkets forshares(alsoknownasequities),commoditiesmarketsforanythingfromgoldto porkbellies(usedformakingbacon),and property(buildings andland).

Therearealsomarketsforfuturesincurrencies,equities,bondsandcommodities:afutureisafixed- pricecontracttobuyacertainamountofsomethingfordeliveryatafixedfuturedate.

Therearemarketsforoptionsincurrencies,equities,andbonds.Here,aninvestorbuystherightto buy orsellacertainamountofthesethingsatacertainpriceandparticulardateinthefuture.Thisisa formofbetting on howpriceswillmove.

Someofthesemarkets,likestockmarkets,arebasedinparticularbuildings,somewith tradingfloors,but

mosttradingisnowscreenand telephonebased. Others,likebond and currencymarkets,are'virtual',inthesensethatsellingandtradingtakesplacebyphoneandcomputerbetweenthepremisesofissuers, brokersandtraders.

Securitiesconstitute theobjectswhichinvestmentsaremadeof.Therearevarious kinds ofsecurities.

Theyare tradedinmarkets,eachone withspecificrules.

6

Stocksarethemostpopularsecurityforinvestment.Theyactuallyrepresentownershipinaspecific company.Themostcommonwaystocks appearinthemarketis byoperations calledinitialpublicofferings (IPO).Thesehappenwhenacompanydecidestoissuestocks,butgivingawaypartofittothe public,inreturnformoneypaidbythenewshareholders.Thepublicgainsapartofthecompany,bythe costofpayingmoneyforit,whilethecompanyobtains amassiveamount ofmoney,bythecostofhavingtogiveawaypartofitsownership,aswellaspartofitsprofitsintheformofdividends.

OutsideIPO's,stockcanbeboughtandsoldinstockexchanges.Theseareplaces(physicalorvirtual)

wherestocks are assignedaselling priceandabuying price.Anyonecanbuyorsell stocks with the help ofbrokers.

Companies oftenneedmoneyforvarious ends,suchasimprovingitself, expanding,buyingother companies, andsoon.There aremanyforms ofdoing this.One ofitis using abond.Abondisacontract

betweenanissuingcompanyandabuyer.Inthiscontract,thebuyerlendsacertainamountofmoneyto the company,foracertainnumberof years.Inreturn,thecompanyis obligedtopayinteresttothebuyer,

periodically,ataspecifiedrate.

Fundsbecomeaninterestinginvestmenttoolforeveryonewhoisnotinterestedinwasting timewith

stockorbondpicking, trading,andsoon. Investmentcompaniesmanageoneormorefunds,where moneyfrommanyinvestorsismanagedbyprofessionals.Oneinvestmentfundusuallyholds aportfolio ofsecurities.Thedecisionstobuyorsellthosesecuritiesaretakenbytheinvestmentcompanybehind thefund.

4.Whatcanyousayabouttheattitude tomoneyinourculture?Hasitchangedinrecentyears?

Moneycan beacurseorablessinginourlives.Ifwedealwithitaccordingtotheworld’sstandards,it canbeacurse.Moneyisthenumberonesourceofstressandtheprimarycausefordivorce.

People'sattitudestowardsmoneyvaryenormouslyandarelargelyinfluencedbythevaluestheywere

broughtupwithandhowmuchmoneytheyhavenow.

Assuming there's enough moneytokeepa roofoveryourheadandbuy basicfoodstuffs,whatyoudo

withtherestofyourmoneywilldependonyourparticularattitude.Thefollowingthreestatements broadlysumup themostcommonattitudestomoneyintoday'sculture:

1.Moneyisforenjoying -moneyisforspendingonthethings thatmakeyouhappy.Nooneknows whatthefuturemayholdorwhatcanhappentomorrow, soyoushouldenjoywhatyouhave whenyou

haveit.Money'snousewhenyou'redead,solivefortoday.

2.Moneyisforsecurity-moneyshouldbespentonmakinglifecomfortable.Onceyouhavethebasic

homecomforts,it'simportanttohavemoneyputasideforarainyday.Nooneknowswhatthefuture mayhold,soit'ssensibletobeprepared.

3.Moneyisforsharing-moneyshouldbe sharedgenerouslywiththoseyoulove andthoseless fortunatethanyourself.Buyingpresents,entertainingothersandgivingmoneytocharitycreatesfeelings

inyourselfandothers thatarepriceless.Nooneknows what thefuturemayhold,andsomedayyoumayneedthefavourreturned.

Soherearethemainattitudestomoneyinourculturetomymind andIdon’tthinkthatmyopinion differsfrommostpeople,so theattitudetomoneydoesn’tchangethroughyears.

5.HowhaveWal-MartandTargetstoresperformedlately?

Wal-MartStoresis anAmericanpubliccorporationthatruns achainoflarge,discountdepartment stores.Itistheworld'slargestpubliccorporationbyrevenue.Itisthelargestprivateemployerinthe

world and thefourth largestutilityorcommercial employer.Wal-Martis thelargestgroceryretailerin theUnitedStates.

OnSeptember12,2007,Wal-Martintroducednewadvertisingwiththeslogan,"SaveMoneyLive

Better," replacing the"Always LowPrices,Always"slogan,whichithadusedfortheprevious19years.

GlobalInsight,whichconductedtheresearchthatsupportedtheads,foundthatWal-Mart'spricelevel reductionresultedinsavingsforconsumers.

Savingpeoplemoneytohelp themlivebetteristhegoalofWal-Mart.It’sthefocusthatunderlieseverything atWal-Mart.Andfor themillionsofcustomerswhoshopinthese storesitmeans alot. By

offering thebestpossible priceson the productscustomersneed,Wal-Martcanhelpthemaffordsomethingalittleextra.

7

TargetCorporation'smainretailingsubsidiary,TargetStores,is aUnitedStatesdiscountretailchain consistingof1,591(morethan1500)stores.Ithasunitsinall statesexceptforAlaska,Hawaii,and Vermont,operatingundertheheadsofTarget,TargetGreatland,andSuperTarget.TargetCorporationhasaggressiveplanstohave2,000storesopenbytheyear2010,includingexpandingtoAlaskaand Hawaii.

Targetstorestendtoattractyoungerandmoreeducatedandaffluentcustomersthanitscompetitors. Targethascultivatedamoreupmarketandstyle-consciousimagethanotherdiscountretailers.Itis the third-largestgeneralretailerintheUSbyrevenues.

Unit 6. Advertising.

1. Whatformsofadvertisingdoyouknow?

2. Explainthemeaningof'directmarketing'.Whyisitconsideredtargetedmeansofadvertising?

3. Whatisthedifferencebetween'productplacement'and'productendorsement'?

4. WhatmakesMike'sadvertisingtick?

5. Howshouldyouplananadvertisingcampaign?

6. Giveexamplesofgoodandbadadvertisements.

1.Whatformsofadvertisingdoyouknow?

Themainformofadvertisingismedia.Itcanincludewallpaintings,billboards,streetfurniture

components,printedflyers,radio,cinemaandtelevisionads,webbanners,mobiletelephonescreens, magazines,newspapers,sides ofbusesorcars, andsoon.Anyplacean"identified" sponsorpays todelivertheirmessagethroughamedium is advertising.So youcanseealotofadvertisinginthestreets. Anotherfamoustypeofadvertisingnowadaysisproductplacement. Itis whenaproductorbrandis noticedinentertainmentandmedia.Forexample,inafilm,themain charactercanuseanitemor otherofadefinitebrand.Itisverypopularnowadaysforcars,watches,clothes.Forexample,product placementforFord,BMWand Aston-MartincarsarefeaturedinrecentJamesBondfilms,mostnotably CasinoRoyale.

TheTVcommercialisgenerallyconsideredthemosteffectivemass-marketadvertisingformat,asis reflected bythehigh pricesTVnetworks chargeforcommercial airtimeduringpopularTVevents.Forexample,football.

Increasingly,othermediaareovertakingtelevisionbecauseofmoreconsumer'susageoftheinternet.

AdvertisingontheWorldWideWebisarecentphenomenon.Pricesof Web-basedadvertisingspaceare dependentonthe"relevance" ofthesurroundingwebcontentandthetrafficthatthewebsite receives.

E-mailadvertisingisanotherrecentphenomenon.UnsolicitedbulkE-mail advertisingisknownas

"spam".Sothesearethe mostfamousforms ofadvertising nowadays tomymind.

2.Explainthemeaningof'directmarketing'.Whyisitconsideredtargetedmeansofadvertising? Directmarketingis oneofthetypeofmarketing.Therearetwomaincharacteristicswhichdiffersit fromothertypes ofmarketingoradvertising.Thefirstis thatitattemptstosenditsmessages directlyto consumers,withouttheuseofothermedia.Thisinvolvesunsolicitedcommercialcommunication(spam, junkmail,etc.)with consumers orbusinesses.Thesecondcharacteristicis thatitisfocusedon drivingpurchases thatcanbeattributed toaspecific"call-to-action."Iftheadvertaskstheprospecttotakea specific action,forexample callafree phonenumberor visitawebsite, thenthe effortis consideredtobe directresponseadvertising.

Directmarketingisattractivetomanymarketers,becausein manycasesitspositiveeffect(butnot

negativeresults)canbemeasureddirectly.Forexample,ifamarketersendsoutonemillionsolicitations bymail,andtenthousandcustomerscanbetrackedashavingrespondedtothepromotion,themarketer cansaywith someconfidencethat thecampaignleddirectlyto theresponses.Thenumberofrecipientswhoareoffendedbythejunkmail/spam,however,isnoteasilymeasured.Bycontrast,measurementof othermediamustoftenbeindirect,asthereisnodirectresponsefromaconsumer.

3.Whatis the difference between'product placement'and 'product endorsement'?

8

Productplacementadvertisementsarepromotionaladsplacedbymarketersusingrealcommercial productsandservicesinmedia,wherethepresenceofaparticularbrandistheresultofaneconomic exchange.Whenfeaturingaproductis notpartofaneconomic exchange,itis calledaproductplug. Productplacementappearsinplays,film,televisionseries,music videos,videogamesandbooks.

Productplacementislinkedwith theinclusion ofabrand'slogoin shot,orjustappearanceofa productin

shot. Thisis donewithoutanyspecial mention,itis donesothat itlookslikeanaturalpartofwork. Mostmoviestodaycontainproductplacements.Sothemostcommonform ismovieandtelevisionplacements andmorerecentlycomputerandvideogames.

Inpromotionandofadvertising,arecomendation orendorsementconsistsofawrittenorspoken

statement,sometimesfromapublicfigure,sometimesfromaprivatecitizen.Soproductendorsementit is whena well-knownperson sayshowgoodaproductisinadvertisements.Andpeople willbuy the productbecausetheylikeortrusttheperson.

Todayendorsementsappearmostlyintelevisionadvertising.Forexample,asmiling starmay

demonstrateanddescribethebenefitsthatshereceivesfromusing this orthatproduct.Inthecaseofcelebrityendorsements advertisers aimtousetherecognition-factortodrawonthehaloeffect.Intheory, thissourcetransfersfromthecelebritytotheadvertisedproduct,brand,andmanufacturer.Aproblem with usingcelebrityendorsementsinvolvesanynegativepublicitythatthecelebrity mightget:itwillalsotransferbacktotheproduct,therebyreducingbrandequity.

4.Whatmakes Nike'sadvertisingtick?

PhilKnight,the co-founderandformerChiefExecutive ofNike,hasanabsolutelyclearandcommitted

strategytousecelebrityathleteendorsement.HehasbuiltNike’sexpansionintosport aftersportfromits athleticsrootsonthebackofsportingmasters.FromthebeginningNikehasbeenpreparedtotakea gambleonsportingbadboys others wouldnottouch.Itwasastrategythatbeganwith IlieNastase,the originaltennisbadboy.TheRomanianhad thequalitythathascometorepresentNikeandits

advertising:attitude.Afterextraordinarygrowth,Nikebecamenumberonetrainermanufacturerinthe US.Butthenitexperimented unsuccessfullywithexpansionintonon-athleticshoes,andlostitsnumberonepositiontoReebok.

Knightbet thefutureofthecompanyon anewfeature:a newairtechnologyinsidethetrainer.Salestook

offandthe restishistory.Thisbringstoglobalizationandthe question ofhowAmericanthebrandcanbe.Nikeusesamixofglobaladcampaigns suchas ‘good vevil’andlocaladvertising suchasitsfamouspostercampaignsintheUK.MarketingdirectorsatNikedonotrelyonmarketresearchpre-testing

whichoftenreducestheimpactofmoreexperimentalcommercials.Thereisalsothelongrelationship

with one ofthe world’sbestadagencies. ThingsonlyhappeninNikeads thatsportsmenandwomencan reallydo.

5.How shouldyouplanan advertisingcampaign?

Anadvertisingcampaignis aseriesofadvertisementmessagesthatsharea singleidea andthemewhichmakeupanintegratedmarketingcommunication(IMC).Advertisingcampaignsappearindifferent

mediaacrossaspecifictimeframe.

Thecriticalpartofmakinganadvertisingcampaignisdeterminingacampaigntheme,asitsetsthetone

fortheindividualadvertisementsandotherformsofmarketingcommunicationsthatwillbeused.The campaignthemeisthecentralmessagethatwillbecommunicatedinthepromotionalactivities.

Takingonyourownadvertisingcampaignisnoeasytask.You cando itonyourownbutyoushouldbe readytorollupyoursleevesandget towork.

YourMarketingPlan

Nothingcanhelpyouidentifyyourgoalsmore thanyourmarketingplan.You learnalotabout your

company,yourcompetitorsandyourlong-termgoals bycreatingandfollowingyourmarketingplan. Thisiscrucialtoknowingwhattypeofadvertisingisbestforyou.

CreateaPlanofAction

Onceyouhaveyourmarketingplan,youmustcreateaplanofaction.Yourplanofaction also gives you

crucialinfoyoucanuseinexecutingyouradstrategy.