Контрольная работа 2. Вариант 2

Задание 1. Переведите следующие слова и словосочетания к тексту: ”Pricing Policy”.
additional cost, allow for, average cost, brand loyalty, charge a price, competitive pricing, cost-plus pricing, drive out, dumping pricing, establish a market share,  estimate, limit-pricing, loss leader pricing, make an estimate, marginal costs, marginal-cost pricing, mark-up, non-price, non-price competition, penetration pricing, predatory pricing, price discrimination, price plateau, pricing, pricing method, set the price,  skim the top end, skimming price, standard price.
Задание 2. Прочтите и письменно переведите текст.
PRICING POLICY
1. Price is a very important weapon that can be used to per¬suade consumers to buy. Price is one of many factors that determine the demand for a product.
How firms set the price of their goods and services is a complicated issue. A number of factors will affect the price a firm sets for its product, including such things as the cost of producing the product, the rival firms' prices, the type of product and the desired market share of the company.

Pricing Methods. The most common pricing methods adopted by firms are:
2.  Cost-plus pricing is a very simple pricing method and is perhaps the most common. A firm may calculate its average costs of producing a product and then simply add a profit 'mark-up', say 10%, on to average costs. This mark-up could be changed to allow for the effects of competition and eco¬nomic conditions, e. g. where there is a lot of competition this: mark-up may be lowered or when business is good the mark-up could be raised.

3. Marginal-cost pricing differs fr om the above in that the firm looks not at its average costs but at marginal costs, i. e. the firm calculates the additional cost of producing the next unit or set of units of output and the firm charges a price (plus a 'mark-up') according to the marginal cost. A typical example is found in the shoe repair business. There appear to be no standard prices for repairing shoes. What tends to happen is that the cobbler examines the shoes and makes a quick estimate of how much material and time it will take to repair them. Larger shoes, those made of leather and those in greater disrepair have a higher marginal cost and therefore a higher price is charged for their repair.

4.  Price discrimination: several firms are able to charge different prices for a similar product. This is known as price discrimination. British Rail, for example, charges dif¬ferent consumers such as businessmen and women, children, senior citizens and students different prices and also charges different prices according to the time of the journey, e. g. peak, off-peak, weekly and weekend. British Telephones price discriminates according to the time of day, week and distance of the call.
5. The price charged to the consumer is made up of two elements: a fixed charge or quarterly rental, which is designed to cover BT's fixed costs, and a variable charge related to the use of the phone. The ability of a firm to price discriminates on whether it can split or segment its market. In the case of ВТ and BR this is quite straightforward. Other industries and firms also price discriminate, e. g. the breweries charge different prices in the different regions of the country, cinemas offer cheap tickets for after¬noon and late shows, and the Electricity Boards operate an Economy 7 system where consumers pay less for nighttime electricity.
Задание 3. Найдите в тексте эквиваленты следующим словам и словосочетаниям:
средняя стоимость, предельные издержки производства, методы ценообразования, разброс цен, дополнительная стоимость, назначить цену, завоевать место на рынке, неценовая конкуренция, наиболее распространенный, методы принятые фирмами.
Задание 4. Вставьте по смыслу пропущенные слова. Переведите предложения на русский язык:
1.  Several firms are able to charge different … for a similar …. . 2.  ……. pricing is a very simple pricing method and is perhaps the most common. 3.  ……. pricing differs from the above in that the firm looks not at its average costs but at marginal costs. 4.  A number of …. will affect the price a firm sets for its product. 5.  The most common …. methods adopted by firms.
Задание 5. Заполните пропуски по смыслу следующими словами:
Price discrimination, product, weapon, cost-plus pricing, demand, marginal-cost pricing, setting, lowered, raised.
1. Price is one of many factors that determine the _________for a product.
2. _____________is a very simple pricing method when a firm calculates its average costs of producing a product and then simply adds a profit 'mark-up', say 10%, on to average costs.
3. When a firm calculates the additional cost of producing the next unit and charges a price according to the marginal cost we can speak of_________________.
4. When several firms charge different prices for a similar product we can speak of______________.
5. Price is one of many factors that determine the demand for a _________.
6. Wh ere there is a lot of competition this: mark-up may be _______ or when business is good the mark-up could be ______.
7. Price is a very important ______ that can be used to persuade consumers to buy.
8. the price of their goods and services is a complicated issue.
Задание 6. Образуйте сравнительную и превосходную степень от следующих прилагательных и наречий:
1. large, tall, long, easy, hot, big, cold, nice, bad, strong, short, wide, good, happy, high, low, busy, well, little, many, far.
2. Wonderful, necessary, quickly, interesting, comfortable, popular, active, famous, pleasant, beautiful, slowly, clearly.
Задание 7. Задайте специальные вопросы к следующим предложениям. Переведите вопросы на русский язык.
Price is one of many factors that determine the demand for a product. A number of factors will affect the price a firm sets for its product. Firms are able to charge different prices for a similar product. A firm may calculate its average costs of producing a product. The price charged to the consumer is made up of two elements.

Задание 8. Поставьте следующие словосочетания во множественном числе (обратите внимание на изменения в указательных местоимениях).
This method, that firm, this businessman, this price, that market, that condition, this system, that mountain, this product, that factor, this service.

Задание 9. Переведите следующие предложения на английский язык:
1. В супермаркетах часто применяется тактика занижения цены для привлечения покупателей в магазины.
2. Фирма подсчитывает среднюю стоимость производства товара и затем просто добавляет наценку на прибыль.
3. Иногда фирмы устанавливают разные цены на сходные товары. Это называется разбросом цен.
4. Когда товары новые, некоторые потребители готовы платить высокую цену, только из-за их новизны.
5. Существует небольшое ценовое различие между различными типами продаваемых товаров при конкурентном ценообразовании.
6. Успех неценовой конкуренции зависит от упаковки и оформления товара.