Методические рекомендации по подготовке к практическим занятиям
Дисциплина «Профессионально-ориентированный иностранный язык» длится один семестр 4 семестр (2 курс обучения) с частотой 2 практических занятия в неделю. На данный курс выделено 2 кредита.
Рекомендуется тщательная подготовка к практическим занятиям, выполнение всех заданий для получения необходимого рейтинга.
Требования к уровню освоения содержания дисциплины
Студенты должны:
- овладеть всеми основными видами чтения: детализирующим, поисковым, просмотровым;
- овладеть нормативными клише, необходимыми для письменной речи профессионального характера;
- усвоить основные языковые формы и речевые формулы, служащие для выражения определенных видов намерений, оценок, отношений в профессиональной сфере;
- владеть формами профессиональной речи: строить аргументированные высказывания, презентации.
Материалы для самостоятельной работы обучающегося
Unit 1
THE ECONOMIC ENVIRONMENT
Much was said in the first chapter about the necessity to take into account the global "environmental" factors. These factors are those so called "uncontrollables", unlike the "controllable" factors of price, promotion, place and product. They include market tastes, economic, socio cultural, legal, technological, competitive and political factors to name but a few. Failure to account for these factors can lead to dire consequences. As can be seen later, the failure by Tanzania to take account of the market changes and demand shift to polypopylenes from sisal, led to a demise in that country's sisal industry.
The objectives of this chapter are:
· To describe and demonstrate the importance of the "economic" environment factor in planning and carrying out global marketing
· To show the importance of the "economic" factor in global marketing
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· To describe and give an understanding of the major world regional economic blocs with particular emphasis on developing countries
The chapter starts off with a review of the global economy, the composition of world trade and the World Trade Institutions. Regionalism is a major phenomenon of the late 80s and early 90s and so the chapter describes in detail a number of major regional economic blocs. Very important in any discussion on economic factors is the size of market, and more specifically, the market ability to purchase, which depends on levels of income. The chapter finishes by looking at the nature of economic activity including the stages of market development, urbanisation and infrastructure as important precursors to the degree of economic activity.
Note that a comprehensive case study covering the "environmental" aspects of global marketing occurs at the end of chapter four.
In the past fifty years the global economy has changed rapidly. Particularly marked has been the development of world economic integration and standardised products. Coca Cola, Nissan and Marlboro cigarettes are examples of products which serve nearly every market. Generally there have been four major changes:
· capital movements rather than trade have become the driving force of the global economy
· production has become "uncoupled" from employment
· primary products have become "uncoupled" from the industrial economy and,
· the world economy is in control - individual nations are not, despite the large world economic share of the USA and Japan.
Taking each of these changes in turn, world trade is about some US$ 3 trillion, however, capital movements are much higher. The London Eurodollar market is worth about US$ 75 trillion per annum and foreign exchange transactions are US$ 35 trillion per annum.
Another change is the decoupling of employment from production. Employment is in decline whilst manufacturing output is growing or remaining static at 20-25% of GNP. Sectors such as agriculture, are achieving higher productivity through mechanisation but this is at the expense of employment.
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Still another change is the decoupling of the primary product market from the industrial economy. Many commodity prices have collapsed, for example tea, yet industrial economies have been relatively affected. Unfortunately the prime producers have been dramatically affected.
Finally, the most significant change is the change of focus from domestic to the world economy as the chief economic unit. This has been grasped by Japan and Germany, but not really by the USA, or Africa. These factors have repercussions on exporting by developing countries. Firstly with developing countries' emphasis on the export of primary products, they are at the mercy of world supply and demand movements, with the resultant fluctuations in prices. Depressed world market prices can have a deleterious effect on developing economies. Secondly the rapid globalisation and focus away from domestic economies has created global competition and in turn, this has pushed up quality. Generally speaking, unless developing countries can break into non-comittally based products they are being further left behind in the global economic stakes. However positively, whilst developed worlds concentrate on industrial and service products it leaves opportunities for developing countries to export more food based products.
The development of the global economy can be traced back many hundreds of years when traders from the east and west came together to exchange goods. However, the growth of the modern global economy is marked by a number of features as follows:
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