7) Компания «Вим-Билль-Данн», крупнейший производитель молочных продуктов и соков в стране, приобрела несколько пивоваренных заводов.
Текст №8
What is the brand?
A brand is a special trade mark, sign, symbol, design of the product that distinguishes it from other products. Products can have sub - brands. People have some beliefs and perceptions about a particular product, that is they have the brand image.
Consumers get used to some brands, and prefer to buy them. Some people drink only Nescafe, prefer mayonnaise produced by Moscow fat- producing plant (MZHK) and chocolate of Krasny Oktyabor factory and so on. In this case we can speak about brand loyalty, that is commitment to a particular brand, which people regularly buy.
Some brands have names of people. Tea brand Dilmah is composed of the parts of names Dilhan and Mailk, sons of the tea producer.
Some brands have mistakes in their names. Brand of vegetable oil is called “Zolotaaya semechka”, but according to the rules of the Russian language, it should be called "Zolotoye semechko".
It takes up to ten years to create a brand in the West. In Russia it can only take two years. It is known that 80 to 90% of new brands fail within their first six months.
If a company gives the name of the brand to its other products it's called brand-stretching. By putting their familiar trademarks on attractive and fashionable new products, companies can both generate additional revenue and increase brand-awareness. So there is Pepsi Maxwear, Camel watches and Cadberry jewellery. Brand- stretching is not always successful.
A brand like Coca-Cola has been around a long time, and dominates the fizzy drink market in almost every country, outselling local brands. One of the exceptions is Scotland, and their marketing specialists are trying to find out why this is.
One of the possible solutions is that people in Scotland are more conservative and keep to their traditions.
One of the most successful brands in the world is the Barbie. Created in 1959, it targeted girls who wanted to have dolls which were like young women. Its unique selling proposition is that Barbie looks like a young woman, not a baby. Barbie has had seventy five careers - from astronaut to presidential candidate. In 1961 Ken, the man in Barbie's life, was introduced. She had got little sisters and friends from different ethnic groups. Now there are 15,000 different items for Barbie. Costume variations and brand- stretching have been the key to her continued popularity. Her life cycle never ends. One Barbie is bought every two seconds.
VOCABULARY
To distinguish - отличать, проводить различие
Brand image- имидж торговой марки
Perception- восприятие
Brand loyalty- лояльное отношение к торговой марке
Commitment- приверженность
Brand- stretching- «расширение» торговой марки
Brand awareness- осведомленность, информированность о торговой марке
Fizzy drink- шипучий напиток
То outsell- продаваться больше / лучше
Exception- исключение
Unique selling proposition (USP) - уникальное торговое предложение
Item - здесь: вид товара, товар, изделие
TASKS
1. Study the words in the box
Таблица 14
| Make (модель, марка, тип, сорт, производство)- Brand (торговая марка) — trademark (торговая марка) Logo (лого) - patent (патент) - copyright (авторское право) |
Make — модель, марка, тип, сорт, производство. Чаще используется для обозначения производящей фирмы, чем самого продукта. Как правило, этот продукт предполагает сборку, как например, автомобиль.
Indesit is a popular make of washing machine.
Mercedes is a German make of car.
There are hundreds of mares of micro - computers.
Brand - торговая марка.
What brend of tea do you prefer?
А) Выражение ''brand name" обозначает группу продуктов, продаваемых одной фирмой.
Б) Выражение "brand new" означает «совершенно новый»
Trademark- «торговая марка» - это слово или символ, которые производитель использует, чтобы отличить продукт или ряд продуктов от других. Торговая марка обычно регистрируется и защищается законом.
Logo - это символ, эмблема, рисунок или иное изображение, особым образом написанное название компании, которое она использует на своих продуктах, в рекламе, на конвертах, фирменной бумаге.
Copyright — авторское право. Компания и отдельные изобретатели получают патенты на изобретения. Парижская конвенция защиты промышленной собственности устанавливает минимальные стандарты и признана в 100 странах. Авторское право может быть получено на литературные, музыкальные и художественные произведения.
2.Fill in the gaps with the words from the box
Таблица 15
| Trademark logo make |
1) British Petroleum decided to update its image. A creative team came up with a new design of the company's______________. It cost the company one million pounds.
2) Cars of Japanese_______________ are popular in the world.
3)_________________is the word or symbol that a manufacturer always uses on a product or range of products to distinguish them from other. It is usually registered and protected by law.
3. Translate into English
1) Во многих странах кока-кола продается лучше, чем местные напитки (beverages.) Только в Шотландии местные напитки пользуются большей популярностью.
2) Требуется не менее десяти лет, чтобы создать бренд на Западе. В России некоторым бизнесменам удается создать бренд за два года.
3) Уникальность торгового предложения Барби заключается в том, что кукла похожа не на ребенка, а на молодую женщину.
4) Если человек постоянно покупает определенный бренд, мы говорим, что он имеет лояльное отношение к нему.
Текст №9
Franchising
Franchising means granting a formal right to the manufacturer, wholesaler or retailer to produce or to sell the company's goods or services in a special area for a specified period of time. This way of doing business is widely used in the market economy. 40% of all sales in the USA go through franchising which makes $1 billion as annual volume of sales. These figures are presented by International Franchising Association. Franchising in Great Britain is supported by government. The banks give loans to businessmen, and the government guarantees 80% of the loan.
Purchase of a franchise is a simple way of starting business. Reliable scheme of doing business, a promoted brand, product of high quality - all these things increase chances of a beginning businessman for success. For a stable company it is a good way of expanding markets. These are great advantages of franchising.
According to Russian Franchising Association, the number of franchises in Russia does not exceed two dozen. In other words, it is not developed in our country.
History of franchising in Russia dates back to 1993, when Baskin Robbins sold the first franchise in our country. Later, some Russian franchises were sold, among them a chain of shoe stores "Ekonika", fast food "Rostics", "Teremok", "Russkiye bliny", "Niam- Niam", filling stations LUKoil, TNK. But still we can't say that franchising is highly developed in Russia. Legal, administrative and financial problems are in the way of its development. Our laws don't operate the notion "franchising". One of the main things in the process of selling franchise is transfer of a brand name. According to Russian laws, brand name can't be transferred. Another serious problem is responsibility of subsidiary company. For example, if franchisee in Siberia violates standards of franchisor in Moscow, the consumer has a right to make a claim against low quality of goods or services. Open joint- stock company LUKoil which sells franchises for setting up filling stations, has special departments in the areas where its franchises operate. In order to develop this kind of business laws on franchising should be passed. Nowadays many officials in Russia don't know what franchising is.
VOCABULARY
Franchise- франшиза- лицензия, выдаваемая производителю, сбытовику, торговцу, которая позволяет производить или продавать товар или услуги компании, используя торговую марку компании
Franchisee- франчайзи (покупатель лицензии)
Franchisor- франчайзер (продавец лицензии)
Wholesaler- потовый торговец
Retailer- розничный торговец
Specified- конкретный
Volume of sales- объем продаж
Purchase- покупка, приобретение
Reliable- надежный
Promoted- здесь: раскрученный
То expand- расширять (-ся), развиваться (-ся)
Notion- понятие
Transfer- передача
Subsidiary company- дочерняя компания
То violate- нарушать
Claim- претензия
Open joint-stock company- открытое акционерное общество
TASKS
1. Write questions to these answers
1) ___________________________________________________?
Franchising means granting a formal right to the manufacturer, wholesaler or retailer to produce or to sell the company's goods or services.
2) ____________________________________________________?
Yes, this way of doing business is widely used in the market economy.
3) ___________________________________________________?
Yes, the banks give loans to businessmen in Great Britain.
4) ___________________________________________________?
Yes, it is a simple way of starting business.
5) ___________________________________________________?
For a stable company it is a good way of expanding markets.
6) ___________________________________________________?
The number of franchises in Russia does not exceed two dozen.
7) ___________________________________________________?
History of franching in Russia dates back to 1993.
8) ___________________________________________________?
Franchising is used by such companies as chain of shoe stores "Ekonika", fast food "Rostics", "Teremok", "Russkiye bliny", "Niam-Niam", filling stations LUKoil, TNK
9) ___________________________________________________?
No, according to Russian laws, brand name can't be transferred.
10) ___________________________________________________?
Laws on franchising should be passed.
2. Fill in the words from the box.
Таблица 16
| promoted expanding reliable volume of sales franchisee franchisor |
1) You can't start a small business without _______________ partners.
2) After launching a new brand the company is expecting to double________.
3) One of the advantages of franchising is an opportunity to use a ________brand.
4) For a stable company franchising is a good way of markets.
5) The company which buys a license is called________________.
6) The company which sells a license is called _______________.
3. Fill in the words from the box
Таблица 17
| business franchising franchisees shows guarantee figures functioning dropping growth frachise |
The Australian Franchise Federation (AFF) presented a new survey that shows a continuing boom in the (1) _________sector over the past year. The federation's annual survey of franchised (2) _________shows the sector continued to grow at 15 per cent, a level that has continued since end of the last recession in the early 1990s. The federation's chairman Bill Hawke said, "These are encouraging (3) ____________. The prospects of the franchising business are very promising. “There are believed to be more than 300 franchise systems in Australia, including some big global names.
The report (4) ________that the most popular businesses for (5) ________ continue retail outlets. However, other service businesses are also showing strong (6) ________. One area the federation thinks is likely to take off over the next few years is property and building services. The survey also shows that the cost of getting into a franchise is (7)________. The average start-up cost for a franchise is believed to be about A1$ 120,000 - down from A $135,000 last year. Business consultant Francine Gordon says that many small business owners do not understand the basic (8) ___________ of the business. Gordon says that seven out of ten small business fail within five years. “With franchising, the (9) ________ of failure are lower, because a good franchise can provide a strong business model for (10) _________to follow, "she says". "A franchise is not a (11) ____________ of success, but it certainly helps."
VOCABULARY
Retail outlets—розничные магазины
Property- собственность
Текст №10
Job search
Job search is a long process which needs lots of time and effort. You can't start it without a resume. You present the most important information about yourself in it: your background, your work experience, skills and special knowledge. You should write your objective too, that is what position you are aiming at.
With your resume drawn you start direct research. You study business magazines and newspapers and look for the companies that regularly hire in your field. You can send your resume to these companies. Employment and recruitment agencies are aimed at assisting you in finding a job.
State employment agencies are funded by state labour departments. The most effective way to use their services is to visit the local office.
Only employment agencies and some recruitment agencies will actively market you to a larger number of companies. The most part of recruitment agencies only-present the credentials on the existing position.