В. А. Шляхова, О. Н. Герасина, Ю. А. Герасина английский язык для экономистов english for economists

135
Задание 2. 
Используя вопросы из задания 1 в качестве плана, 
перечислите основные функции менеджмента.
TEXT IX
(
To be read after Unit VIII
To be read after Unit VIII
)
Прочтите текст и выполните последующее задание.
Promotion
Promotion combines advertising, personal selling, sales promo-
tion and publicity into coordinated programs for communicating 
with buyers and others involved in purchasing decisions. Promo-
tion influences company sales. Great sums of money are spent on 
promotion activities. Effective management of these expensive 
resources is essential to gain the optimum return from promotion 
expenditures.
A major promotion objective is to convince buyers to use the 
brend of their company. The function of promotion in the mar-
keting is to achieve various communications objectives with each 
audience.
The promotion includes advertising, personal selling, public 
relations, and sales promotion activities. That is why marketing 
management is finding it profitable to combine these components 
in to an integrated strategy for communicating with buyers.
Advertising and sales promotion plays a key role in con-
vincing people to buy their product. Advertising is a paid form 
of presentation and promotion of ideas, goods, or services by a 
sponsor.
Personal selling is the oral presentation in a conversation with 
prospective buyers for the purpose of making a sale. Personal sell-
ing has some advantages: salespeople can interact with buyers to 
answer their questions and overcome difficulties, have the capacity 
to accumulate market knowledge.

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Sales promotion includes various activities, such as trade 
shows, contests, samples and various displays. Annual expendi-
tures are very high. They are higher than the amount spent on 
advertising.
Public relations can make an important contribution to promo-
tion strategy if the activity is planned and aimed to achieve specific 
promotion objectives.
Since each form of promotion has advantages and disad-
vantages, the total strategy should incorporate the merits and 
shortcomings of each component into a cost-effective promotion 
mix.
Задание. 
Найдите в тексте ответы на вопросы.
1. What is a major promotion objective?
2. What does promotion include?
3. What is advertising used for?
4. What advantages has personal selling?
5. What activities does sales promotion include?
6. What is the aim of public relations?

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