Контрольная
работа по английскому языку
для
студентов 3 курса специальности 38.02.04 «Коммерция»
Вариант 1
Niche Marketing: Targeting
the Best Prospects
Many entrepreneurs think that selling to
the widest possible market is the likeliest path to success. They are afraid to
pursue a market niche because they fear they'll lose business by turning away
customers. But this 'take all comers' approach is not very effective.
It's hard to stand out when you market
your business without a distinctive set of prospects in mind.
Occupying a niche means you won't be
competing with a lot of similar businesses solely on price. And because you
will be selling products and services that are customized to the specific needs
and predispositions of a select group of people, you can often charge more.
Your products and services serve a market that can't easily find alternatives.
The process starts with market research:
analyze your best potential customers, your competitors, your market's
predisposition toward your products and services, and your ability to serve
these people so well as to make you their vendor of choice.
Market research is like sticking your toe
into a lake before jumping in. If you figure out exactly which group of people
you want to reach, and what their needs are, you avoid wasting time and money.
Once you know, you can alter your product or services to fit the needs of your
target market more closely, and you can craft a message that reflects your
business and your customer.
Market research does not require
expensive consultants, surveys or focus groups — it can be as simple as asking
your best customers the right questions. To determine if a particular niche is
right for you, ask yourself these questions:
Do I have an identifiable target
population with similar interests and needs?
Is the market large enough to support my
business?
Can I tailor my products, services, and
business identity to address that market's particular needs?
Is my target market currently
underserved?
Can I reach my potential customers in a
cost-effective manner?
Your niche will give your marketing efforts a natural,
sharp focus. The more you specialize, the more your market will see the value
of your services because you speak directly to their unique situation. Assuming
your niche is large enough, you can do quite well by becoming a provider of
products and services that can't be found anywhere else.
Задание 1. Прочитайте текст. Укажите, являются ли утверждения, данные ниже, верными или неверными
(True or False).
Подтвердите свое мнение цитатами из текста.
1)
Many entrepreneurs are afraid to
pursue a market niche.
2)
It is hard to stand out when you
market your business without a distinctive set of prospects in mind.
3)
Marker research is the first step
in niche marketing.
4)
To occupy a niche means that you
will compete with a lot of businesses solely on price.
5)
Market research requires expensive
consultants, surveys and focus groups.
Задание 2. Заполните пропуски в предложениях одним из слов или словосочетаний,
предложенных ниже:
|
predispositions, market research, cost-effective,
entrepreneurs, competitors, approach, customers, was tailored to, target
market, market niche
|
1)
If our … of young people aged
between 18 and 25 are buying our clothes, it is because they like them.
2)
Mrs. Wilson is one of our regular
….
3)
… is a small area of trade within
the economy, often involving specialized products.
4)
His report … an audience of
businessmen.
5)
If an activity is …, it is good
value for the amount of money paid.
6)
… shows that demand for small cars
will continue to grow.
7)
He was one of the … of the
eighties who made their money in property.
8)
Their prices are better than any
of their ….
9)
Entrepreneurs should be aware of
the customers’ … and needs.
10)
This … is very
effective.
Задание 3. Переведите предложения на русский язык, обращая
внимание на функции инфинитива.
1)
The test turned out to be easy.
2)
The buyers want to know our terms of
payment.
3)
The secretary was happy to have been invited to the party.
Задание
4. Переведите предложения на русский язык, обращая внимание на формы и функции
герундия.
1) My documents
need correcting.
2)
He doesn’t like having been invited to their parties.
3)
She has a habit of interrupting people.
Задание
5. Переведите предложения на русский язык, обращая внимание на формы и функции
причастия.
1)
Writing the letter he thought about the urgent order.
2)
The hall was full of smoking people.
3)
The house being built in our street is a new supermarket.
Задание 6. Подберите к словам дефиниции из
предложенных ниже. Используйте каждую дефиницию только один раз.
|
1.
stock market
2.
produce (v)
3. capital (n)
4.
corporation (n)
5.
infrastructure(n)
6.
unit (n)
7.
expectation (n)
8.
transfer (v)
9.
contractor (n)
10. profit (n)
|
a
|
an organisation or group of organisations that work
together for a particular purpose and are officially recognised as one
|
|
b
|
the place where stocks and shares in companies are bought
and sold
|
|
c
|
to move someone or smth from one place, vehicle, person or
group to another
|
|
d
|
a person or company that agrees to do work or provide
goods for another company
|
|
e
|
to make smth or bring smth into existence
|
|
f
|
when you expect smth to happen
|
|
g
|
an amount of money that you can use to start a business or
to make more money
|
|
h
|
money that you gain by selling things or doing business,
after your costs have been paid
|
|
i
|
a measure used to express an amount or quantity
|
|
j
|
the basic systems and structures that a country or
organisation needs in order to work properly, for example roads, railways,
banks, etc.
|
Вариант 2
10 Ways to Get Customers to Buy Now
You sent out
the best direct mail piece you've ever seen. Your brochure is so great you
framed it and put it next to the pictures of your kids. So why aren't you
getting sales?
Take a look at
your call to action. With any advertising materials, it's crucial that you get
potential customers to act. Now! Use the following techniques to create a call
to action that will have your phones ringing off the hook and your profits
reinventing your sales graphs:
Advise of a
Price Increase. People want to get in on a good deal. If your price is
going up on a specific date, let your customers know. They'll want to buy
before your product's price increases.
Establish a
Trial/Introductory Period. Trial periods are a great way to get new
customers. Offer a special deal, extra service or a lower price during your
trial/introductory period.
Free Gift. Nothing
attracts new customers like free gifts. As an added incentive for ordering,
offer your free gift to the first 100 or 1000 people that respond.
"No
Risk" Trial. People want to know there's no risk involved if they're
not satisfied with the product/service. Let new customers know they can cancel
for any reason before the trial period expires.
"Not
Available in Stores". Is your product exclusive to mail order? If your
product's not available in stores, be sure to tell your customers. They'll know
they can only order your product from you instead of visiting the local stores.
Offer an
Upgrade. One simple line can boost your sales. "Order within 10 days
and we'll upgrade you to the deluxe model."
Free
Supplies/Accessories. You've seen this technique used with computer sales.
Buy a computer and receive a free printer. This works with a whole range of
products. But be sure to include a date on your offer. This politely urges
people to take advantage of your offer before time runs out.
Use Action
Phrases. No matter how you approach your own call to action, be sure to
include action phrases:
Call Now. Toll Free. 24 Hours a
Day. Mail this coupon today in the postage-paid envelope. Fax your response
card.
Avoid
Passive Phrases. Be sure to avoid passive phrases like: You know how to
reach us. Call when you're ready to order.
Give your customers the perks of
responding immediately. They'll grab their wallets. You'll see an increase in
profits.
Задание 1. Прочитайте текст. Укажите, являются ли утверждения, данные ниже, верными или неверными
(True or False).
Подтвердите свое мнение цитатами из текста.
1)
All the customers like free gifts.
2)
If you use the techniques described in the text you will not get
profits.
3)
The author advises to use passive phrases.
4)
Customers usually want to buy after the product’s price increases.
5)
Offering an upgrade can boost your sales.
Задание
2. Заполните пропуски в предложениях одним из слов
или словосочетаний, предложенных ниже:
|
profit, to boost,
advertises, mail order, the sale, expire, was offered, price, an incentive,
reinvent
|
1) They
will drop the price rather than lose….
2) The
theatre managed… its audience by cutting ticket prices.
3) The contract
between the two companies will … at the end of the year.
4) Bonus
payments provide…to work harder.
5) She
makes a big …from selling waste materials to textile companies.
6) I
often buy clothes by….
7) The
large supermarkets are offering big …cuts.
8) He…his
services on the company notice board.
9) Don’t…wheel.
10) She …a job in Paris.
Задание
3. Переведите предложения на русский язык, обращая
внимание на функции инфинитива.
1) The director didn’t
like to be interrupted.
2) It takes character and
self-control to understand and forgive.
3) He seems to have been
reading since morning.
Задание
4. Переведите предложения на русский язык, обращая
внимание на формы и функции герундия.
1) Do you have any reason
for saying such things?
2) Writing reports is a
boring thing.
3) Our director hates
being interrupted.
Задание
5. Переведите предложения на русский язык, обращая
внимание на формы и функции причастия.
1) The woman standing at
the window is my colleague.
2) The question being
discussed now is very important.
3) Being asked he said
nothing.
Задание 6. Подберите к словам дефиниции из
предложенных ниже. Используйте каждую дефиницию только один раз.
|
1.
stall (n)
2.
economise (v)
3.
facilities (n)
4.
category (n)
5.
technologies (n)
6.
goods (n)
7.
payment (n)
8.
convert (v)
9.
standard of living
10. profit (n)
|
a
|
the amount of money that is paid
|
|
b
|
a group of people or things of a similar type
|
|
c
|
a small shop with an open front or a table from which
goods are sold
|
|
d
|
to try to save money by reducing the amount that you are
spending
|
|
e
|
the buildings, equipment and services provided for a
particular purpose
|
|
f
|
to change smth into a different form of thing, or to
change smth so that it can be used for a different purpose or in a different
way
|
|
g
|
money that you get from selling goods or services for more
than they cost to produce or provide
|
|
h
|
everything that is produced in the economy
|
|
i
|
new machines, equipment, and ways of doing things that are
based on modern knowledge about science and computers
|
|
j
|
the amount of wealth, comfort, and other things that a
particular person, group, country, etc. has
|
Оставьте свой комментарий
Авторизуйтесь, чтобы задавать вопросы.