Е. В. Дмитриева
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ЭС (3)
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Vocabulary environment – окружение, окру- жающая 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; утверждать Упражнения ● Упражнение 1. Укажите, какие утверждения соответствуют со- держанию текста. Исправьте неправильные утверждения. 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 one. 5. There are a small number of competitors in pure competition. 6. In pure competition profit margins become smaller and smaller. 7. Governments can't control monopolies. ● Упражнение 2. Выберите правильный ответ к следующим вопросам. 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. 90 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. ● Упражнение 3. Закончите предложения. 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. ● Упражнение 4. Дайте русские эквиваленты следующим англий- ским словам и словосочетаниям: 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. ● Упражнение 5. Ответьте на вопросы. 1. What is the competitive environment? 2. How many basic kinds of competitive situations do you know? 3. What is a 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? 91 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? ● Упражнение 6. Найдите в тексте синонимы следующим словам и словосочетаниям: the world around you – to influence – to meet – to get rid of– invisible – to decrease – reasonable – suggestion – to work – жүктеу/скачать 1,01 Mb. Достарыңызбен бөлісу:
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