Английский язык. Практический курс для решения бизнес-задач. Нина Пусенкова
Читать онлайн книгу.
мощностей
22. scarcity n – нехватка, недостаток, дефицит
scarce a – дефицитный, редкий (ресурс)
23. merger n – слияние
merge v – сливаться
24. benchmarking n – бенчмаркинг
25. mergers and acquisitions (M&A) – слияния и поглощения
Exercise 1*. Which of the following statements are not correct and why?
1. Globalization means that companies will bring products into a country at prices higher than those charged by the domestic sellers. 2. Hypercompetition means that there are less suppliers competing for the same customer, leading to price hikes. 3. The Internet means that people can compare prices more quickly and move to the lowest-cost offer. 4. Various world regions are becoming less integrated and less protective. 5. In the fast-changing world, it is useless to identify trends and speculate about their implications for the company. 6. Nowadays, marketing departments need a whole new set of skills. 7. Marketers need to think about profitably when selling a product or a service. 8. Marketing has been lax in developing marketing metrics to show what particular expenditures and campaigns have achieved. 9. The Japanese threat to the US companies meant competing with Japanese companies that were able to offer similar products at lower costs. 10. Today, both customers and products are scarce. 11. In a hypercompetitive market, there is hardly any sustainable competitive advantage. 12. In the past, information was largely in the hands of the sellers and the cost of acquiring information was high for the buyers.
Exercise 2*. Philip Kotler names different types of marketing. Find 19 categories of marketing in the text and explain what they mean.
Exercise 3*. Fill in the blanks using terms given below.
Benchmarking
Benchmark refers to a…… of best practice…….. Benchmarking refers to the search for the best practice that yields the benchmark performance, with emphasis on how you can……. the process to achieve…….. results.
Benchmarking is a process used in management and particularly……, in which companies……. various aspects of their business processes in relation to best practice, usually within their own…… This then allows companies to…… plans on how to…… such best practice. Benchmarking may be a…… event, but is often treated as a continuous process in which companies continually seek to…… their practices.
Benchmarks and benchmarking can provide you with facts to answer the questions about the…….. position of your company. They can provide you with…….. to show you what can be achieved. Perhaps more important, benchmarking can tell you how you can achieve the same type of results! In short, benchmarking gives you the external…….. and the best practices on which to base your evaluations and to…… your work processes.
All process improvement efforts require a sound methodology and……, and benchmarking is no different. You need to:
1. Set……. and define the……. of your efforts
2. Gain……. from your organization
3. Select a benchmarking…….
4……. benchmarking partners
5. Gather information (research……., benchmarking visits)
6. Distill the learning
7. Select ideas to…….
8……
9. Implement
There are essentially three types of benchmarking: strategic, data-based, and process-based benchmarking. They differ depending on the type of information you are trying to gather. Strategic Benchmarking looks at the….. companies use to…… Benchmarking to ensure improvements in business process performance generally…….. on uncovering how well other companies…….. in comparison with you and others, and how they…… this performance. This is the focus of Data-based and Process-based Benchmarking.
Benchmarking can be fraught with potential problems…….. from simple…….. to serious legal problems. To minimize the likelihood of these types of difficulties, we strongly recommend you to follow Benchmarking’s Golden Rule: treat your partner and their information the way you’d like them to treat you and yours.
Source: www.isixsigma.com
Terms:
achieve, compete, identify, pilot, focuses, competitive, support, one-off, ranging, industry, measure, scope, performance, misunderstanding, superior, implementation, surveys, apply, strategic management, approach, evaluate, develop, references, adopt, challenge, data, design, objectives, implement, strategies, perform
Exercise 4. Translate into English.
Филипп Котлер: «Коррупция противоречит философии маркетинга»
– Как изменился маркетинг за последние десять лет? Ведь многие российские компании существуют примерно столько, соответственно, знания маркетологов приобретались лет десять назад.
– За это время маркетинг прошел четыре основные стадии. Первая стадия характеризуется сильной «ориентацией на продукт». Это было время, когда производство не достигло еще того массового уровня, который мы имеем на данный момент, и количество товаров было ограничено. Соответственно, они пользовались спросом, и усилия по маркетингу сводились к минимуму. Вторая стадия – так называемая «ориентация на продажи» – наступила тогда, когда производство достигло определенного уровня, рынок наполнился товарами, а компании начали вести активную торговлю. Третья стадия, известная как стадия «сегментной ориентации», ознаменовала переход к продажам, направленным не на весь рынок, как это было ранее, а на определенные сегменты с совершенно конкретными задачами. Компании адаптировали товары, услуги и методы взаимодействия с потребителями к конкретным целевым сегментам рынка.