CONTENTS
Предисловие 6
Chapter ONE MASTERING ECONOMICS
Unit l Reading and Translation Practice 7
BASICS OF ECONOMICS 7
Unit 2. Listening 13
APPLYING FOR A JOB 13
Units 3. Reading Comprehension 16
ECONOMIC INTERDEPENDENCE AND INTERNATIONAL TRADE 16
Unit 4. Discussion 21
Chapter TWO DOING BUSINESS
Unit 1. Reading and Translation Practice 24
TYPES OF BUSINESSES 24
Unit 2. Listening 31
FINDING OUT ABOUT COMPANY PROFILE 31
Unit 3. Reading Comprehension 33
CORPORATE COMBINATIONS IN THE USA 33
Unit 4. Discussion 40
Chapter THREE RESEARCHING THE MARKET
Unit 1. Reading and Translation Practice 43
MARKET STRUCTURE 49
Unit 2. Listening. 49
BREAKING INTO NEW MARKETS 49
Unit 3.. Reading Comprehension 52
COMPETITION AND MARKET CONDITIONS 52
Unit 4. Discussion 59
Chapter FOUR MARKETING
Unit 1. Reading and Translation Practice 62
essentials of marketing 62
Unit 2. Listening 69
marketing mix in action 69
Unit3. Reading Comprehension 71
marketing management strategies 71
Unit 4. Discussion 77
Chapter FIVE PRICING
Unit 1. Reading and Translation Practice 80
PRICING policy 80
Unit 2. Listening 87
pricing strategy and costing 87
Unit 3. Reading Comprehension 92
demand. supply and market equilibrium 92
Unit 4. Discussion 98
Chapter SIX ADVERTISING
Unit 1. Reading and Translation Practice 102
GOALS Of ADVERTISING 102
Unit 2. Listening 109
RUNNING AN ADVERTISING CAMPAIGN 109
Unit 3. Reading Comprehension 112
advertising media 112
Unit 4. Discussion 119
Chapter SEVEN PROMOTION
Unit 1 Reading and Translation Practice 123
SALES PROMOTION 123
Unit 2. Listening 130
DISCUSSING A PROMOTIONAL CAMPAIGN 130
Unit 3. Reading Comprehension 133
DISTRIBUTION AND SALES 133
Unit 4. Discussion 140
PERSONAL SELLING 140
Chapter EIGHT FINANCING THE BUSINESS
Unit 1. Reading and Translation Practice 144
THE FINANCIAL OBJECTIVES OF THE BUSINESS 144
Unit 2. Listening 151
PLANNING A NEW BUSINESS 151
Unit 3. Reading Comprehension 154
THE FINANCIAL CONTROL OF THE BUSINESS 154
Unit 4. Discussion 161
Chapter NINE MONEY AND THE BANKING SYSTEM
Unit 1. Reading and Translation Practice 167
THE FUNCTIONS OF MONEY 167
Unit 2. Listening 175
THE HISTORY OF AMERICAN MONEY AND BANKING 175
Unit3. Reading Comprehension 180
TYPES OF FINANCIAL OPERATIONS 180
Unit 4. Discussion 188
Chapter TEN BUSINESS SUCCESS STORIES OF ALL TIME
Unit 1. Reading and Translation Practice 194
BILL GATES AND MICROSOFT CORPORATION 194
Unit 2. Listening 201
MARY KAY ASH AND WALT DISNEY 201
Unit 3. Reading Comprehension 205
JOHN D. ROCKEFELLER AND HЂNRY FORD 206
Unit 4. Discussion 214
Keys to Exercises 219
Glossary 270
Список использованной литературы 312