Would you like to start a business?

. WOULD YOU LIKE TO START A BUSINESS?If you want to start a business, you are to know some definite information about it. We suggest you see how a company is formed from the very beginning. A company can be also called a firm or a business. When it is producing goods or trading, we say it is in business. A company which is just starting up is going into business and a firm which stops operating goes out of business. If a firm becomes bigger, it expands. The expansion means that a company will produce more goods or sell more products. A manufacturer produces goods. They are its products. When a manufacturing company expands, it means that it increases its production. A company selling goods in large quantities (in bulk) is called a wholesaler. A person or a company buying in bulk (wholesale) and selling goods in small quantities is a retailer. Many local shops sell goods retail. Two or more companies which sell or manufacture the same product are competitors. They are in competition and they compete for customers. To be ahead of its rivals the company must be competitive. An area where there is a demand for certain goods is called a market. A company selling locally sells its goods in the local market. If a company sells its goods at the same place where they are produced, it uses the home or domestic market. A firm selling abroad is an exporter. It sells on the international or overseas market. The goods it exports are exports. An importer buys goods abroad and imports them into his own country.Vocabulary to go into business — начинать (открывать) бизнес to go out of business — прекращать бизнес goods — товары to sell — продавать bulk — крупная партия товара wholesale — оптовый wholesaler — оптовый торговец, оптовое предприятие retailer — розничный торговец to sell retail — продавать в розницу competitor — конкурент competition — конкуренция to compete — конкурировать customer — покупатель rival — соперник demand — спрос local — местный home or domestic market — внутренний рынок abroad — за рубежом international or overseas market — международный, внешний рынокASSIGNMENTSI. Choose the right answer. 1. A firm which is just starting up is . going into business is in business going out of business 2. A company which sells goods in large quantities is called a wholesaler a retailer с) a wholesale distributor 3. Two or more companies which sell or manufacture the same product are___________. a) customers b) retailers c) competitors 4. A company which sells goods abroad is__________. a) an importer b) an exporter c) a rival 5. An area where there is a demand for certain goods is called a__________ a) business b) market c) importation //. Complete the sentences using the text. 1. A wholesaler is a person or a company selling .... 2. A retailer is a person or a company selling ... . 3. A customer is a person ... . 4. A competitor is a person or a company ... . ///. Is it true (T) or false (F)? 1. When a company is producing goods or trading, we say it is in business. 2. Any manufacturer always thinks about expansion of his company. 3. When a company expands, it increases its production. 4. When you sell retail, you sell more expensive. 5. Selling in bulk, you sell cheaper. 6. Two or more companies which sell or manufacture the same product are competitors. 7. The companies selling on the overseas market must be competitive. 8. Imports have become very expensive lately. 9. There are a few competitive companies in the domestic market of the country. 10. An importer buys goods abroad and imports them into his own country.IV. Answer the following questions,... 1. Why can a company go out of business? 2. When can a firm expand? 3. What do you buy wholesale? 4. What can you buy retail? 5. What famous manufacturing companies of our country do you know? 6. Which of them sell goods on the overseas market? 7. What famous importers of our country can you think of? 8. What must a company have to be competitive? 9. What can a firm do to win its rivals? 10. What products in our domestic market can be competitive abroad?V. Translate into English a piece of a report of the Minister of Economics. На внутреннем рынке страны в прошлом году появилось много конкурентов. Причина этого в том, что многие иностранные компании открывают свой бизнес в России сейчас. Несмотря на то, что импортные товары дорогие, из-за их качества они конкурентоспособны. Мы понимаем, что в будущем компании-производители начнут расширять производство своих товаров. Именно поэтому наши оптовые предприятия изучают спрос на внешнем рынке. Мы считаем, что наши товары смогут конкурировать со своими соперниками за рубежом и завоюют своих клиентов.^ VI. Give the summary of the text in 5 sentences using as many new words as possible.VII. Write a dialogue. One of you is an importer to Russia, the other is an exporter of the same product. Speak about advantages and disadvantages of exporting and importing. Use if necessary the following words and phrases. Importer Exporter Dangerous to go into business To avoid the competitors Difficult to expand To sell at more expensive Always competitive because of prices the quality To be the best Sales are low because of To be competitive the price To win the customers Difficult to go into Business Lesson2Now read a text about sole proprietorships and find out advantages and disadvantages of having and operating a business of your own. Discuss them and compare your ideas with those of your group mates^ THE SOLE PROPRIETORMany businesses are sole proprietorships, firms owned and operated by a single person. When a person decides to open an independent business, that person is then entirely responsible for its success or failure. Any profits go to the owner; any losses are his or her responsibility as well. If the losses prove to be greater than the investment, the individual is responsible for paying them, even if this depletes his personal assets. One of the advantages of a sole proprietorship is that an owner can make decisions quickly and decisively without having to consult others. And an individual proprietor by law, pays fewer taxes and at a lower rate than a corporation does. There are disadvantages of this form of business organization, however. A sole proprietorship ends with the incapacity or death of the owner. The assets can be inherited by a person who may then become an operator, but legally the business dies with its owner. Also, since it is dependent upon the amount of money the owner has saved or can borrow, usually it does not develop into a large-scale enterprise. In spite of its limitations, the sole proprietorship is well adapted to many kinds of small businesses and suits the temperament of many persons who like to exercise initiative and be their own bosses. Some economic contributions of a small business are: ♦ A small business is often the starting point for developing a new product or service. One person tries out an idea. If it is successful, the business grows, or the product may be bought by a larger firm. ♦ The small business can give an individual a chance to gain experience, which the person may use later on a large scale. ♦ Small businesses are particularly well suited for meeting specialized local needs. ♦ Artisans can provide individualized products for customers who have grown weary of mass-produced goods. ♦ Small businesses provide a service where knowing one's customers is important. ♦ Sole proprietors are reassuring to customers who be lieve an individual who is accountable will do a good job. Small businesses often grow into large ones, adding to the economic vitality of the nation. Small business advocates contend that 55 percent of American technical innovations comes from small — and medium-size businesses. Certainly, many of the creative innovators in the American computer industry, including those who built successful companies in what is now known as Silicon Valley, California, started out as outsiders working on hand-assembled machines in their garages. They have become part of American business lore. By any measurement, small businesses are an important part of the creativity, and the competition that provides new strength to the American economy. Of course, it is true that small businesses often fail. But in the United States "failure" of a small business venture does not carry with it the social stigma or opprobrium for the failed entrepreneur — that it does in some countries. Often, failure of a small business venture turns out to be a valuable learning experience for the entrepreneur, who may be more successful the second or the third time. Unsuccessful attempts to start a business become part of the larger process of sorting out the market and making it more efficient, according to small business experts.Vocabulary • sole proprietor — собственник, владелец, частный предприниматель • sole proprietorship — собственность, частное предпринимательство • to own — владеть, иметь, обладать • to operate — работать, действовать, управлять • failure — провал, неудача • to be responsible for — быть ответственным за что-либо • profit — прибыль • losses — убыткиto deplete — истощать, исчерпывать personal assets — личный капитал to make decisions — принимать решения to pay taxes — платить налоги incapacity — неспособность to inherit — наследовать legally — законно, легально to save money — копить, собирать деньги to borrow money — занимать деньги • enterprise — предприятие • to adapt — приспосабливать, адаптировать • to exercise initiative — проявлять инициативу • to be one's own boss — быть самому себе хозяином, начальником • to meet needs — удовлетворять потребности • artisan — ремесленник, мастеровой • weary — уставший, потерявший терпение • accountable — ответственный, подотчетный • to contend — утверждать, заявлять • valuable learning experience — ценный обучающий опыт • entrepreneur — предприниматель • to sort out — сортировать, разбирать, классифицировать • stigma — позор • opprobrium — позор; посрамлениеASSIGNMENTSI. Write Т (for True) and F (for False) next to the sentences below. 1. A sole proprietor is entirely responsible for his success or failure. 2. Even if the losses are greater than the investment, a sole proprietor will not deplete his personal assets. 3. Sole proprietorships pay more taxes than a corporation does. 4. Legally the business dies with the sole proprietor. 5. Small businesses are particularly well suited for meeting specialized local needs. 6. Small businesses do not often grow into large ones. 7. In the United States "failure" of a small business venture does not carry with it social stigma or opprobrium for the failed entrepreneur. 8. The people who like to exercise initiative and be their own bosses choose sole proprietorships. //. Complete the following sentences. 1. Sole proprietorships are firms.... 2. The advantages of sole proprietorships are ... . 3. The disadvantages of sole proprietorships are ... . 4. Some economic contributions of small businesses are 5. Often, failure of a small business venture turns out to be .... /// Answer the following questions to the text. 1. What are sole proprietorships? 2. What are advantages of this form of business organization? 3. If you inherited a business, what would you do with it? 4. What kind of persons would be good sole proprietors? Give your own reasons. 5. What are economic contributions of small businesses?6. Why4o you think small — and medium-size businesses play such an important role in the economy of a country? 7. What do you know about development of small businesses in our country? 8. Does "failure" of a small business venture carry with it the social stigma for the failed entrepreneur in our country?IV . Next to the sentences below write a word or a phrase from the text which you can use instead of the word or words in italics. 1. If the losses are greater than the investment, the individual is responsible for paying them, even if this depletes his own capital.2. He doesn't have a boss. He works for himself. 3. He had many losses last year, and he asked a bigger company to give him money. 4. An individual businessman can make decisions quickly without having to consult others. 5. Sole proprietorships can provide individualized products for customers who have become tired of mass produced goods. 6. To have your own enterprise is a very difficult and responsible business.V. In the text find the synonyms to the following words and phrases. Use them in the sentences of your own. ♦ Entrepreneur ♦ Income ♦ misfortune ♦ a business of one's own ♦ personal capital ♦ according to the law^ VI. Translate into English a story of one sole proprietor. Say what would you do, if you were him in this situation. Когда мне исполнился 21 год, я унаследовал частный бизнес моего отца. Отец всегда говорил мне, чтобы владеть и управлять компанией, я должен быть очень ответственным человеком. Я только что закончил экономический факультет университета и думал, что знаю и умею все. Я понимал, что работа на малом предприятии может стать ценным опытом для меня как предпринимателя. Я был сам себе хозяином, принимал решения, радовался прибыли и сожалел об убытках. Однажды один из моих друзей попросил меня принять его на работу. Я согласился, потому что Питер был тогда безработным. Он быстро приспособился, часто проявлял инициативу. Но однажды Питер сказал, что работать законно не всегда значит платить налоги. Не знаю почему, но я послушался его. Два месяца назад налоговая инспекция обнаружила, что я скрывал свои доходы. Так как я владелец компании, я полностью ответственен за все. Я заплатил штраф и исчерпал весь мой личный капитал. Что касается Питера, то он смог скопить денег на новую квартиру и машину и покинул город.^ VII. Look trough the text again. a) Divide the text into several parts and name each of them. Give their summary in 3—5 sentences. b) Say what the main idea of the last part is. c) How do you understand the phrase "social stigma"? Is it typical for our country to use it?^ VIII. Write a dialogues.a) Student A. You have recently inherited a small business and would like to operate it. But your wife is absolutely against it. Try to persuade her that it would be a valuable learning experience and you can make a big profit.Student В. Your husband is eager to become a sole proprietor but you have recently read an article about private companies and think that it is a dangerous and difficult business. Persuade your husband not to start it.b) Student A. You have started a business of your own and work day and night. Your friend thinks that it is easy to operate it and doesn't believe that you make a lot of efforts in doing it. Explain him all the difficulties of a sole proprietorship.Student B. Your friend is a sole proprietor. You think he does nothing but making money. Try to give all arguments and facts to prove your point.Lesson 3It is very hard to say what is more difficult to run a business of your own or to be a member of a partnership. Read the text below and say if you would like to work in a team.^ THE BUSINESS PARTNERSHIP When a proprietor wants to expand the business, one way to do so is to form a partnership, a business formed for profit by two or more co-owners. The rights and duties of a partnership are regulated by laws of the state where it is formed and by a legal agreement entered into by the co-owners. Usually an agreement specifies the amount of money each is investing and the duties each partner assumes. A partnership agreement also may provide for a "silent partner" who does not take part in the management, but who invests money in the business. The partnership has the advantage of pooling managerial talent. One partner may be qualified in production, another in marketing. The partnership, like individual ownership, is exempt from most of the reporting that the government requires of corporations. Furthermore, it has a favourable tax position when compared with the corporation. Federal taxes are paid by individual partners on their share of earnings; beyond'that the business is not taxed. A major disadvantage of the partnership is that each member is liable for all the debts of the partnership; the act of any partner is legally binding upon all the others. If one partner takes a large amount of money from the business and squanders it, the others must pay the debt. Partnerships suffer another major disadvantage: decision-making is shared. If partners have serious disagreements, the business is bound to suffer. Nevertheless, the partnership remains a vital part of the overall business economy.Vocabulary partnership — товарищество, партнерство to form a partnership — организовать, создать партнерство co-owner — совладелец rights and duties — права и обязанности agreement — соглашение, договор amount — количество to assume — принимать на себя, брать на себя "silent partner" — пассивный партнер to take part in something — принимать в чем-то участие management — управление, менеджмент ownership — собственность, владение exempt from — освобожденный от share of earnings — доля заработка beyond — сверх, вне, свыше major — главный, более важный liable for — ответственный за что-то debt — долг to bind upon — связывать, переплетаться с to squander — расточать, проматыватьASSIGNMENTSI. Write Т (for True) and F (for False) next to the statements below. 1. The rights and duties of a partnership are regulated by a legal agreement between the co-owners. 2. A "silent partner" takes part in the management, but does not invest money in the business. 3. The partnership is liable for most of the reporting that the government requires of corporations. 4. Individual partners are taxed on their share of earnings. 5. Decision making is shared. 6. A partner is not legally binding upon all the others. 7. The partnership remains a vital part of the overall business economy.//. Choose the right answer.1. A partnership is__________. a) a business formed for losses by two or more co-owners b) a firm owned and operated by a single person c) a business formed for profit by two or more co-owners 2. What specifies the amount of money each co-owner is investing? a) the laws of the state b) an agreement entered into by the co-owners 3. A "silent partner" is a co-owner__________. a) who takes part in the management, but who does not invest money b) qualified in production c) who does not take part in the management, but who invests money in the business 4. Federal taxes are paid by individual partners on their a) share of earnings b) share of losses c) share of income 5. A major disadvantage of the partnership is that_____. a) each partner assumes definite rights and duties b) decision-making is shared c) each member is liable for all the debts of the partnership ///. Complete the following sentences. 1. When a proprietor wants to expand a business, one way to do it is ... 2. The rights and duties of a partnership are regulated by laws of the state where .... 3. A partnership agreement also may provide for a .... 4. The partnership has the advantage of... . 5. The partnership is exempt from .... 6. If one partner takes a large amount of money from the business and squanders it, ... . 7. If partners have serious and constant disagreements, ... 8. The partnership remains... .IV. Answer the following questions. 1. What are advantages and disadvantages of a business partnership? 2. Compare a partnership with a sole proprietorship. What are principal similarities and differences? 3. Which form of business organization would you choose? Why?V. Fill in the blanks using the vocabulary words. A __________implies that you will have a___________ You will share __________and____________with him. Usually an___________specifies the___________of mon ey each is__________and the duties each partner _________ . Your___________may not___________in the___________of the partnership, but can only invest his money in the business. One of the advantages of this form of business organization is that the partnership is__________ from reporting to the government. Federal taxes are paid by individual partners on their ______________that the business is not taxed.^ VI. Give the Russian equivalents to the following words and phrases.Partnership; to form a partnership; co-owner; rights and duties; agreement; amount; to assume; silent partner; ownership; exempt from; share of earnings; beyond; liable for; debt; to squander.VII. Translate into English a story of one partnership, which was told to an advocate. Imagine, you were him. What would you advise to your client? Однажды мой друг предложил мне создать товарищество и стать его совладельцем. Он объяснил мне, что мы будем делить права и обязанности. Один из нас будет занят производством, другой — маркетингом. Но мы оба будем принимать участие в управлении нашей компанией. Я согласился и вложил определенное количество денег в это дело. Я понимал все преимущества партнерства. Мы были освобождены от некоторых налогов и от отчетов, которые правительство требует от корпораций. Но, к сожалению, я не видел всех недостатков этой формы организации бизнеса. Принятие решений — основной из них. Мой друг взял его на себя. Но он не хотел отвечать за долги нашего товарищества. Однажды он промотал большую часть денег компании и заявил, что, вероятно, он сделал ошибку и ему не стоило создавать партнерство. Сейчас я понимаю, что потерял свой личный капитал и приобрел долги,^ VIII. Give the summary of the text in 10 and then in 5 sentences.IX. Make up a written story on the suggested topics. Use as many new words as possible. Try to make your story sound interesting and thought- provoking.Suggested topics: 1. How I became a co-owner of the business which had been my proprietorship. 2. A "silent partner" is a person who assumes no responsibility and has a constant profit. 3. How I squandered the money of the business partnership. X. Write a dialogue. One of you aims at forming a partnership. The other is eager to start a business of his own. Try to persuade each other giving advantages and disadvantages of each form of business organization. Use the vocabulary of the text.Lesson 4^ MARKETING AND PROMOTIONUsually a great fortune and success in business come not only because of luck and happy circumstances in somebody's life, but due to thinking ahead, to the knowledge of people's psychology and market.Read the text about marketing and promotion and decide how much they are important for success in business. When a company starts to sell goods in a new market, they often do some market research to see if the project is feasible. They research (investigate) the market potential to see if they will make money by selling in the new market (i.e. to see if the product is viable). One way to assess the market potential is to take a stand to a Trade Fair where companies can exhibit samples of their products and see what response they get from prospective customers. The Trade Fair is an exhibition of goods, and a company exhibits a sample of its product at its stand. This is also a form of publicity (or advertising) and the company representative will probably hand out brochures to advertise (or promote) the product further. Often journalists (the press) write about the Trade Fair and sometimes companies hold a press conference if they want to promote a particular model or range. (Each different type of a car, a bike etc. is a model. All the different models made by a company make up its range. The full range of goods is normally displayed in the company's catalogue. The catalogue is a booklet or a brochure). Another way of promoting (or publicizing) a new product is to place advertisements in magazines or newspapers. Advertisements are also called adverts or ads for short. A plan to do a lot of advertising of one product is called a campaign. Starting an advertising campaign on a new product is known as launching the product. The aim of publicity/promotion is to interest customers, clients (or buyers ) in the product. Initially customers/clients might make inquiries about the product. When they decide to buy, they place an order. At a Trade Fair companies are trying to win (obtain) as many orders as possible. However, before a client places an order he wants to know many things: how long delivery takes, whether the company can supply spare parts, what the after sales service is like. (All the individual parts in a model are called components. If one of the components breaks the customer will want a spare part. If the product is complicated, skilled workers might be needed to fit spare parts of to service oi maintain the machinery. Any maintenance or servicing the company does after it has sold the product is called after sales service).Vocabulary • research (study) — исследование • to research (investigate) — исследовать • feasible — выполнимый, осуществимый • viable — жизнеспособный to assess — оценить stand — стенд • Trade Fair — торговая ярмарка • to exhibit — выставлять • exhibition — выставка • sample — образец • response — реакция, ответ prospective — перспективный, потенциальный • advertising (publicity) — реклама • to advertise (to promote) — рекламировать (содействовать продвижению товара) • range — ассортимент • to publicize — рекламировать • advertisement (advert, ad) — реклама, рекламное объявление • campaign — кампания (рекламная) • to launch — запускать • inquiries — запросы • to make inquiries — делать запросы • order — заказ • to place an order — размещать заказ • delivery — доставка • to supply — поставлять • spare parts (spares) — запасные части • after sales service —послепродажное обслуживание • component — деталь • complicated — сложный • to service (to maintain) — обслуживать • servicing (maintenance) — обслуживаниеASSIGNMENTSI. Choose the right answer. 1. Before starting to sell its product, a company often _ a) makes inquiries b) places an order c) does some market research 2. The Trade Fair is__________ . a) market research b) an exhibition of goods c) after sales service 3. All different models made by a company make up its a) catalogue b) brochure c) range 4. A plan to do a lot of advertising of one product is called a) campaign b) press c) publicity 5. If one of the components of the machinery breaks, the customer will want___________. a) an order b) a spare part c) a catalogue V //. Find the information containing in the text(T;F) 1. Market research is important as it can show if the product is feasible. 2. A company exporting sales abroad faces many problems. 3. There are very many forms of publicity. 4. Many businessmen hold press conferences to promote their activity. 5. Holding a press conference can be a kind of advertising campaign. 6. The full range of goods is normally displayed in the company's catalogue. 7. The individual owner or owners must also assume most of the risks connected with the enterprise. 8. A firm secures a needed commodity and is protected against price fluctuation. 9. The aim of publicity is to interest customers. 10. Maintenance is very important as it helps to win customers. 11. If one of the components breaks, the customer will want a spare part. 12. Any servicing the company does after it has sold the product is called after sales service. ///. Answer the following questions to the text. 1. Why do companies do some market research before they start to sell goods? 2. What are the ways to assess the market potential? 3. Where is the full range of goods normally displayed? 4. What do you think of advertising? Do you consider it effective nowadays? 5. What kind of advertising do you find the most effective? 6. What inquiries can a customer make before he places an order? 7. Is after sales service important? Why? 8. Do you know any famous exhibitions or Trade Fairs which are held in our country? 9. What exhibition centers have you heard of?IV. Next to the sentences below write a word or a phrase from the text which you can use instead of the word or words in italics. 1. The market research is often done to see if it is possible to launch a product/project.2. A Trade Fair is a show where you can exhibit samples of your products. 3. The full set of goods is' normally displayed in the company's catalogue. 4. Customers may ask questions about the products advertised. 5. If the product is difficult, skilled workers will fit spare parts. 6. It is very important for customers whether the company will give them spare parts. 7. When a company services the machinery after it has sold the product, it provides after sales service.V. In the text find the synonyms to the following words and phrases. ♦ to begin to sell goods ♦ to investigate ♦ to show samples ♦ future customers ♦ to organize a press conference ♦ to publicize ♦ publicity ♦ buyers, clients ♦ service^ VI. Translate into English an extract of a marketing specialist's report which was given at a marketing conference. Say if you agree with his statements. Исследования рынка очень важны, так как они показывают, является ли данный проект осуществимым и жизнеспособным. Запуск товаров на рынок необходимо начинать вместе с рекламной кампанией. Рекламная кампания должна быть продуманной, так как от нее зависит, будут ли покупатели делать запросы о рекламируемой продукции. Итак, для широкой рекламы товаров компаниям необходимо принимать участие в торговых ярмарках, где на стендах покупатели увидят образцы товаров. Часто на таких выставках представители компаний раздают потенциальным клиентам брошюры о своей продукции. Весь ассортимент товаров компании покупатели могут увидеть в каталоге компании тоже на выставке. После таких выставок или ярмарок целесообразно было бы дать пресс-конференцию. Журналисты напишут о рекламной кам­пании в газетах и журналах, а это — очень эффективная реклама для любой продукции. Но самая лучшая реклама любого продукта — это его качество и то обслуживание, которое компания предоставляет своим клиентам. Сделайте сроки доставки вашей продукции минимальными, обеспечьте запасные части и послепродажное обслуживание, и вас ждет успех.^ VII. Write a dialogues. Do not forget to use the active vocabulary.1. A sole proprietor has a meeting with a marketing specialist.Student A. You are a sole proprietor whose production has to be promoted. But you do not have much finance for a big campaign. You ask the marketing specialist for advice how to advertise your goods both cheaper and more effectively. Student B. You are an experienced marketing specialist. You have to give advice to a sole proprietor who needs your help in promoting his production. Do your best to help him with his problem.^ 2. An outsider is speaking to a young marketing specialist about advertising.Student A. You are a common person who is absolutely sure that publicity plays on our emotions, distracts our attention from more important things and is absolutely unnecessary. You tell your interlocutor about it.Student B. You are a beginning marketing specialist. You are very confident and can prove your point of view. Your opinion is that the world can not exist without advertising. Without it how would people choose what to buy? Try to persuade your interlocutor that you are right.Part II lesson 1^ SUCCESS IN BUSINESSIf you start a business of your own, your aim is to do well, in other words — to succeed. Every person under­stands the word "success " in his own way. And what does "success" in business mean for you? Tick the suitable answer and explain why you have chosen it.Success is ♦ when you are popular with your customers ♦ when your products cost a lot ♦ a lot of money earned ♦ when you win all the competitions among other companies specializing in the same area ♦ when you reach all your goals ♦ when your company is constantly expanding ♦ when the staff is working as a good team^ Now read the article which information will probably help you to succeed in running a business properly. Tips for building business value ♦ Aim to increase the business's recurring profits. ♦ Focus on maintaining long-term sales growth. ♦ Enhance the "quality" of earnings by developing relationships with key customers. ♦ Run the business with the same degree of governance and financial reporting as if it were a public company. ♦ Adopt transparent and conservative accounting policies that are appropriate to the business sector. ♦ Maintain flexibility by reconsidering large capital investment and through the ability to rent — rather than own— non-core assets. ♦ If the owner-manager is personally part of what makes the business valuable, but will not be continuing to manage it, consider how to compensate for this by, for example, bringing in new management or transferring key business contacts to existing managers. ♦ Make sure any questions over the value of business assets, tax or other compliance issues are resolved in advance of the sale — if it turns out something is awry, the seller will lose credibility and it can decimate the business's value. ♦ Identify and protect your intellectual property. ♦ Get the timing right.lips for optimising the sale price ♦ Consult professional advisers at the outset and use the time before the sale process to build the value of the business to a potential buyer. ♦ Make sure a sale is the best route and that all the share holders are in agreement. ♦ Use all available means to identify likely buyers, in eluding those overseas. ♦ Analyze buyers' motives and what they are looking for; identify where they perceive the value in the business lies. ♦ Make sure the selling memorandum demonstrates the business's strength and potential, but is accurate. Any inaccuracies are sure to come to light and will make a buyer become suspicious or drop the price. ♦ Sell the excitement and enthusiasm of business and make the purchaser enthused and excited. ♦ Emphasize the opportunity the business presents for growth and profit. ♦ Manage the negotiation process actively and keep to a strict timetable. ♦ Keep the sale process competitive and make sure there are alternative buyers. ♦ ^ Obtain advice in advance on the tax implications of the sale. The timing of the sale is probably the most critical test for the entrepreneur to realize the maximum value of his efforts. Market conditions are good at the moment, with opportunities available to companies and individuals ranging from complete sales to partial disposals.(from Press and Journal)Vocabulary • tip — намек, совет • value — стоимость, цена • recurring profits — постоянная прибыль • to maintain — поддерживать; сохранять; удерживать • long-term — долговременный • to enhance — увеличивать; повышать (цену) • key customers — основные, важнейшие клиенты • to run the business — управлять компанией, делом • financial reporting — финансовая отчетность • public — общественный; государственный • to adopt transparent and conservative accounting policies-принимать понятную и осторожную бухгалтерскую политику • appropriate (to, for) — подходящий, соответствующий • to reconsider — пересматривать • non-core assets — не основные активы (имущество) • compliance issues — требующие согласования вопросы • to resolve — решать, разрешать • in advance — заранее • awry — неправильный • credibility — доверие • to decimate the value — уменьшить ценность • to identify — опознавать, устанавливать, выяснять • at the outset — вначале • a shareholder — акционер, пайщик • available means — доступные средства • overseas — заграница • accurate — точный, правильный • inaccuracy — неточность • suspicious — подозрительный • to drop the price — понизить цену • a purchaser — покупатель • negotiations — переговоры • to obtain advice — получить совет • to range — колебаться в известных пределах • partial disposals — частичная продажаASSIGNMENTSRead the article and find the sentences which are true to the text. 1. You can enhance the "quality" of earnings if you develop relationships with key customers. 2. Financial reporting and transparent accounting policies are necessary for running a successful business. 3. Flexibility is reconsidering large capital investments and non-core assets. 4. Compliance issues can be discussed after negotiations. 5. It is better not to consider buyers overseas. 6. Never be late. 7. Even if some of the shareholders disagree, you can take serious decisions. //. Find the synonyms in the text to the words and phrases below. to enlarge — price — income — main clients — to possess — sort out — before — at the beginning — abroad — talks — partial sales — ///. Find the words in the article to complete the following statements. 1. When a businessman develops relationships with key customers, he__________the profit. 2. It is very difficult to_______/ a company successfully. 3. If you don't have your own office,__________ it from somebody else. 4. I saw many firms which lost their customers because people didn't have__________to them any more. 5. Businessmen who resolve all the questions_________ are the most successful. 6. Investigate the market, may be its__________are bad at the moment. 7. Consult specialists and___________advice about potential sales. 8. Any inaccuracies are sure to come to light and will make a buyer__________the price.IV. Complete the following sentences using the information from the text. 1. You will enhance the "quality" of earnings if... 2. Flexibility in running the business means.... 3. If your best manager leaves the company, the best thing is... 4. It is useful to resolve all the questions concerning business assets and taxes in advance because ... 5. If you consult professional advisers at the outset, it ... 6. Don't use only buyers of your country, you can ... 7. Sell the excitement and enthusiasm of business, because ... 8. The price will go up, if ...V. Write a dialogue between a professional adviser and a young businessman who is eager to succeed.Student A. You have been working as a professional adviser for many years. Discuss with your client the questions of accounting policy and its reporting, the ways of reconsidering capital, the ways of conducting important negotiations.Student B. You are rather young but own a large company. Your aim is to increase the business at first and then to sell it. Ask how you can build a good price and where you should look for potential purchasers. Don't forget to ask when and how you must solve compliance issues.Both of you are pressed for time. Your conversation mustn't be too long.Lesson 2COMPETITIONEverybody thinks that you are a success in business: your firm has a profit, people work as a good team and you run the company well. Nothing to worry about? Just the other way round! The more successful you are, the more concerned you are. Your trouble consists of 11 letters - C-0-M-P-E-T-I-T-I-O-N.^ Now read the text which will help you to understand the world of competition better. Say what is the most widely-spread type of it. The competitive environment affects the number and types of competitors the marketing manager must face — and how they may behave. Although marketing managers usually can't control these factors, they can choose strategies and avoid head-on competition. And, where the competition is inevitable, they can plan for it. Economists describe four basic kinds of market (competitive) situations: pure competition, oligopoly, monopolistic competition, and monopoly. Understanding the differences among these market situations is helpful. In monopolistic competition, a number of different firms offer marketing mixes that at least some customers see as different. Each competitor tries to get control (a monopoly) in its "own" target market. But competition still exists because some customers see the various alternatives as substitutes. A subset of these firms may even compete head-on for the same customers with similar marketing mixes. With monopolistic competition, each firm has its own down-sloping demand curve. But the shape of the demand curve — and elasticity of demand — depends on how similar competitors' products and marketing mixes are. Most marketing managers in developed economies face monopolistic competition. In monopolistic competition, marketing managers sometimes try to differentiate very similar products by relying on other elements of the marketing mix. For example, Clorox Bleach uses the same basic chemicals as other bleaches. But marketing managers for Clorox may help to set it apart from other bleaches by offering an improved pouring spout, by producing ads that demonstrate its stain-killing power, or by getting it better shelf positions in supermarkets. Yet such approaches may not work, especially if competitors can easily imitate the new ideas. Efforts to promote real — but subtle — differences may not do any good either. If potential customers view the different offerings as essentially similar, the market will become more and more competitive — and firms will have to rely on lower costs to obtain a competitive advantage. The economist's traditional view is that most product-markets head toward pure competition — or oligopoly — over the long-run. In these situations, a marketing manager competes for customers against competitors who are offering very similar products. Because customers see the different available products (marketing mixes) as close substitutes, competing firms must compete with lower and lower prices, especially in pure competition where there are likely to be large numbers of competitors. Profit margins shrink until they are just high enough to keep the most efficient firms in business. Avoiding pure competition is sensible — and certainly fits with our emphasis on target marketing. Effective target marketing is fundamentally different than effective decision making in other areas of business. Accounting, production, and financial managers for competing firms can learn about and use the same standardized approaches — and they will work well in each case. By contrast, marketing managers can't just learn about and adopt the same "good" marketing strategy being used by other firms. That just leads to head-on competition — and a downward spiral in prices and profits. So target marketers try to offer customers a marketing mix better suited to their needs than competitors' offerings. Most marketing managers would like to have such a strong marketing mix that customers see it as uniquely able to meet their needs. This competition-free ideal guides the search for breakthrough opportunities. Yet monopoly situations, in which one firm completely controls a broad product-market, are rare in market-directed economies. Further, governments commonly regulate monopolies. For example, in most parts of the world prices set by utility companies must be approved by a government agency. Although most marketing managers can't expect to operate with complete control in an unregulated monopoly, they can move away from head-on competition.Vocabulary • environment — окружение, окружающая обстановка; среда • to affect — действовать; воздействовать; влиять • to face — сталкиваться • to avoid — избегать • head-on — будущий, предстоящий • inevitable — неизбежный • pure — чистый • substitute — замена; заменитель • down-sloping — опускающийся • demand-curve — кривая спроса • bleach — отбеливающее вещество • pouring spout — горлышко, отверстие • stain — пятно • subtle — тонкий, неуловимый • margin — прибыль • to shrink — сокращать(ся) • sensible — (благо)разумный, здравомыслящий • downward — спускающийся • uniquely — единственно • breakthrough — прорыв • to approve — одобрять; утверждатьASSIGNMENTSI. Say if these sentences are True (T) or False (F) using the information from the text. Correct the false ones. 1. It is possible to avoid competition in some cases. 2. There is no competition in monopolistic situation. 3. Monopolistic competition is common for developed economies. 4. In monopolistic competition marketing managers try to create some details of the product to differentiate it from similar ones. 5. There is a small number of competitors in pure competition. 6. In pure competition profit margins become smaller and smaller. 7. Governments can't control monopolies. //. Find the answers to the following questions. 1. Why does the competition exist in monopolistic situation? a) because competitors can't control the situation in its "own" target market b) because the customers choose different products every time c) because some customers consider different products as substitutes 2. How does Clorox Bleach try to avoid competition? a) they use different basic chemicals b) they make a better pouring spout and produce good TV ads c) they imitate the new ideas of competitors 3. What is a monopoly situation? a) it is when competitors offer very similar products b) when each competitor tries to get a monopoly in its "own" target market c) when one company completely controls a broad product-market ///. Match the ends (below) of the sentences to their beginnings. 1. Most marketing managers in developed economies... 2. Efforts to promote subtle differences of the product... 3. If potential customers see different products as essentially similar... 4. In pure competition profit margins shrink until... 5. Marketing managers can't... 6. Governments usually... 7. There are four basic kinds of market situations: A. pure competition, oligopoly, monopolistic competition and monopoly. B. regulate monopolies. С they are just high enough to keep the most efficient firms in business. D. meet monopolistic competition. E. may not do any good effect. F. the marker will become more and more competitive. G.take some marketing strategy being used by other firms.^ IV. Give the Russian equivalents to the following words and phrases. Recollect the sentences of the text where they were used. competitive environment; to affect; to face; to avoid competition; customers; inevitable; pure; substitute; demand curve; bleach; pouring spout; stain-killing power; better shelf positions, subtle; margin; to shrink; sensible; uniquely; breakthrough, to approve; to operate; to move away from.^ V. Find the synonyms in the text to the following words and phrases. the world around you — to influence — to meet — to get rid of— invisible — to decrease — reasonable — suggestion — to work —VI. Make these sentences shorter using the Gerund. One has been done for you. Marketing managers for Clorox may help to set it apart from other bleaches if they produce ads that demonstrate its stain-killing power. Marketing managers for Clorox may help to set it apart from other bleaches by producing ads that demonstrate its stain-killing power. 1. You will learn a lot about market situations if you read this text. 2. The firm will be able to differentiate its product from the similar one when it creates some new details. 3. The government commonly regulate monopolies be cause they approve prices set by utility companies. 4. He raised his working capital, when he issued a common stock. 5. The manager will find a way out if he obtains a specialist's recommendation.VII. Answer the questions. 1. What is the competitive environment? 2. How many basic kinds of competitive situations do you know? 3. What is monopolistic competition? 4. Who faces monopolistic competition very often? 5. How do marketing managers sometimes try to differentiate similar products? Give an example. 6. Do subtle differences always work? Why? 7. What kind of competition do the most product-markets head toward according to the economist's traditional view? 8. Why do competitive firms compete with lower and lower prices in oligopoly? 9. What are monopoly situations? 10. Why are monopoly situations rare in market-directed economies?VIII. Translate the conversation between Ann, director of a successful company and her acquaintance. What kind of competition did Ann face?J. Привет! He ожидал встретить тебя здесь! Прекрасно выглядишь! Слышал, что у тебя преуспевающая компания. ^ А. Это правда. Хотя налоги мы платим вовремя, прибыль у нас есть. J Значит, у тебя нет никаких проблем?А. К сожалению, проблема есть и очень большая. Это конкуренция. Наша компания старалась избежать ее, но она неизбежна! /. Правда? А я слышал о фирмах, которые полностью контролируют рынок. А. Ты, наверное, говоришь о монополистической ситуации. Но это — редкость для рыночной экономики. Кроме того, государство полностью контролирует монополии. Например, во многих государствах цены компаний должны быть одобрены государственными учреждениями. J.Ac какой ситуацией столкнулась ты? А. С чистой конкуренцией. Мы конкурируем с компаниями, которые предлагают подобный товар. Самой большой проблемой является то, что покупатели воспринимают различные товары как замену друг другу. J. А можно найти какой-нибудь выход? А. В общем, да. Например, понизить цену или найти какую-нибудь особенность, которая бы отличала наш товар от других. Но небольшие отличия не всегда помогают. Наши менеджеры по продажам как раз сейчас работают над этим. J. Ну что ж, удачи тебе!^ IX. Write a dialogueStudent A. You are going to be interviewed as a potential marketing manager. You know that one of the questions will be about different types of competition but you are not good at it. Your friend is an expert in this question. Ask him to help you. Ask as many questions as you can.Student B. You know basic kinds of competition rather well because you did some research work about it. Explain what it is to your friend. Lesson 3^ WHY DO PEOPLE BUY WHAT THEY BUY? To better understand why consumers buy as. they do, many marketers turn to behavioral sciences for help. Specific consumer behaviors vary a great deal for different products and from one target market to the next. In to-day's global markets, the variations are countless. That makes it impractical to try to catalog all the detailed possibilities for every different market situation. For example, how and why a given consumer buys a Specific brand of shampoo may be very different from how that same consumer buys motor oil; and different customers in different parts of the world may have very different reactions to either product. But there are general behavioral principles —frameworks — that marketing managers can apply to learn more about their specific target markets. Most economists assume that consumers are economic men — people who know all the facts and logically compare choices in terms of cost and value received to get the greatest satisfaction from spending their time and money. A logical extension of the economic-man theory led us to look at consumer spending patterns. This approach is valuable because consumers must at least have income to be in a market. Further, most consumers don't have enough income to buy