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GLOSSARY. · Advertising –any paid form of non-personal communication through the mass media about a product by an identified sponsor.⇐ ПредыдущаяСтр 93 из 93
· Advertising – any paid form of non-personal communication through the mass media about a product by an identified sponsor. · Advertisement /advert/ad – an announcement in a newspaper, on television, or on a poster about something such as a product, event, or job. · Brief – a statement of the objectives of the advertising campaign. · Classified advertisements (also classifieds or want ads) – small adverts placed in a newspaper. · Commercials – advertisements on the radio and TV. · Descriptive advertising – gives the most important facts about the product. · Institutional or prestige advertising – a form of advertising which is designed to build up their reputation rather than to sell particular products. · Junk mail is advertisements that you receive through the post, which you have not asked for and which you do not want. · Media plan specifies which media – newspapers, magazines, radio, television, cinema, posters, mail, etc. – will be used and in which proportions. · Persuasive advertising – tries to persuade people that the product which is being advertised has a special quality or usefulness which makes it much better than other similar products. · Spam is unwanted e-mail advertisements sent to a large number of people. · Word-of-mouth advertising – a form of advertising whenpeople tell their friends about the benefits of products or services that they have purchased.
ЛитературА
1. Князева, Н. И. Экономика. Шаг за шагом: в 3 ч. / Н. И. Князева [и др.]. Мн.: БГУ, 2000. 2. English for Business. A Functional Approach. DP Publications LTD, 1995. 3. Horner, D. Words at Work / D. Horner, P. Strutt. CUP, 1998. 4. Jones, L. International Business English / l. Jones, R. Alexander. CUP, 1994. 5. Mac Kenzie, I. English for Business Studies / I. Mac Kenzie. Cambridge University Press, 2000. 6. MacConnel, C. Macroeconomics / C. MacConnel, S. Brue. McGraw-Hill, Inc, 1990. 7. Mankiew, N. Essentials of Economics / N. Gregory Mankiew. Harcourt College Publishers. 8. Market Leader. Intermediate Business English Course. David Cotton, David Falvey, Simon Kent, Oxford University Press, 2003. 9. Parkin, M. Macroeconomics / M. Parkin. Addison–Wesley Publishing Company, 2002. 10. Sue, R. Business Vocabulary in Practice / R. Sue. Harper Collins Publishers, 2003. 11. Tucker, I. Survey of Economics / I. Tucker. South Western College Publishing, 2001. 12. Wallace, W. Kravitz. Bookkeeping, the Easy Way / W. Kravitz Wallace. Mineola, New York.
CONTENTS
ПРЕДИСЛОВИЕ…………………………………………………………………………...3 1. Profession of an Economist................................................................. 5 2. ECONOMICS AS A SCIENCE………………………………………………….….23 MICROECONOMICS............................................................................................. 41 3.1. SUPPLY AND DEMAND....................................................................................... 41 3.2. MARKET STRUCTURE.......................................................................................... 57 MACROECONOMICS........................................................................................... 72 4.1. BASIC NATIONAL ECONOMY INDICATORS................................................. 72 4.2. ECONOMIC BUSINESS CYCLES AND UNEMPLOYMENT........................... 88 4.3. INFLAtion........................................................................................................... 104 4.4. BANKING ………………………………………………………………………..120 4.5. MONEY AND MONETARY POLICY................................................................ 140 4.6. FISCAL POLICY................................................................................................... 155 THE GLOBAL ECONOMY................................................................................ 170 INTERNATIONAL TRADE.................................................................................... 170 GLOBALIZATION.................................................................................................. 186 BUSINESS ADMINISTRATION..................................................................... 201 6.1. COMPANY STRUCTURE.................................................................................... 201 6.2. MANAGEMENT................................................................................................... 221 6.3. ACCOUNTING...................................................................................................... 243 6.4. MARKETING......................................................................................................... 262 6.5. ADVERTISING...................................................................................................... 280 ЛИТЕРАТУРА……………………………………………………………..................294
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