Самоучитель английского языка для менеджеров фармбизнеса. PharmEnglish for pharm career

12. For the strategy of driving the business it is not reasonable to invest a lot of resources/ Is it reasonable to invest a lot of resources for the strategy of driving the business?

13. The strategy of driving the business is not aimed at increasing our market share/ Is the strategy of driving the business aimed at increasing our market share?

14. The average balance between individual calls and group promotional activities for the strategy of driving the business should not (=shouldn’t) be about 6+3/Should the average balance between individual calls and group promotional activities for the strategy of driving the business be about 6+3?

15. The strategy of defending the business is not chosen when the company needs to keep our market share/ Is the strategy of defending the business chosen when the company needs to keep our market share?

16. The average balance between individual calls and group promotional activities for the strategy of defending the business isn’t about 3+3/ Is the average balance between individual calls and group promotional activities for the strategy of defending the business about 3+3?

17. The strategy of supporting business doesn’t mean that we make emphasis on group promotional activities/ Does the strategy of supporting business mean that we make emphasis on group promotional activities?

18. Our company isn’t ready to implement the strategy of driving the business/ Is our company ready to implement the strategy of driving the business?

19. You don’t need reliable information/Do you need reliable information?

20. A regional manager doesn’t set business objective for this territory for the period of three months/Does a regional manager set business objective for this territory for the period of three months?

21. Business objectives are not always set in terms of sales and money/ Are business objectives always set in terms of sales and money?

22. A regional manager doesn’t first set objectives in terms of sales/ Does a regional manager first set objectives in terms of sales?

Задание №6: Письменно задайте вопросы к подчеркнутым словам в предложении:

1. An effective territory management starts with deep business analysis.

• Who starts an effective territory management with deep business analysis?

• What management starts with deep business analysis?

• With what business analysis does an effective territory management start?

2. The regional manager has analyzed the key marketing indicators for a business strategy.

• Who has analyzed the key marketing indicators for a business strategy?

• What manager has analyzed the key marketing indicators for a business strategy?

• What has the manager done?

• What has the regional manager analyzed?

• What strategy has the regional manager analyzed?

3. All key market indicators must be analyzed in terms of time (year vs year) and in terms of territory.

• What must be analyzed in terms of time (year vs year) and in terms of territory?

• What indicators must be analyzed in terms of time (year vs year) and in terms of territory?

• How must all key market indicators be analyzed?

4. BCG Matrix is recommended to visualize potential business strategy for a product/business.

• What is recommended to visualize potential business strategy for a product/business?

• What Matrix is recommended to visualize potential business strategy for a product/business?

• Why is BCG Matrix is recommended?

5. BCG-Matrix was developed by a group of Canadian market specialists.

• What was developed by a group of Canadian market specialists?

• By what group of specialists was BCG-Matrix developed?

6. Two main scales of the BCG-Matrix represent relevant market and our product market share.

• What represents relevant market and our product market share?

• What scales represent relevant market and our product market share?

• What do two main scales of the BCG-Matrix represent?

• What market share do two scales of the BCG-Matrix represent?

7. The lines marked red in the BCG-Matrix show the average country indicators in relevant market dynamics and in our product market share.

• What shows the average country indicators in relevant market dynamics and in our product market share?

• What lines show the average country indicators in relevant market dynamics and in our product market share?

• What do the lines marked red in the BCG-Matrix show?

8. Each of the four segment of the BCG-Matrix represents some business strategy.

• What represents some business strategy?

• What segments of the BCG-Matrix represent some business strategy?

• What does each of the four segment of the BCG-Matrix represent?

9. The strategy of driving the business is chosen when the relevant business grows and our market share is small.

• What is chosen when the relevant business grows and our market share is small?

• What strategy is chosen when the relevant business grows and our market share is small?

10. For the strategy of driving the business it is reasonable to invest a lot of resources.

• For what strategy is it reasonable to invest a lot of resources?

• How mush resources is it reasonable to invest for the strategy of driving the business?

11. The strategy of driving the business is aimed at increasing our market share.

• What is aimed at increasing our market share?

• What strategy is aimed at increasing our market share?

• (At) What is the strategy of driving the business aimed (at)?

12. The average balance between individual calls and group promotional activities for the strategy of driving the business should be about 6+3.

• What should be the average balance between individual calls and group promotional activities for the strategy of driving the business?

13. The strategy of defending the business is chosen when the company needs to keep our market share.

• What strategy is chosen when the company needs to keep our market share?

• When is the strategy of defending the business chosen?

14. The strategy of supporting business means that we should make emphasis on group promotional activities.

• What strategy means that we should make emphasis on group promotional activities?

• What does the strategy of supporting business mean?

• On what activities should we make emphasis in the strategy of supporting business?

15. Our company is ready to implement the strategy of driving the business.

• Who is ready to implement the strategy of driving the business?

• Whose company is ready to implement the strategy of driving the business?

• What strategy is our company ready to implement?

16. You need reliable information.

• Who needs reliable information?

• What do you need?

• What information do you need?

17. A regional manager sets business objective for this territory for the period of three months.

• Who sets business objective for this territory for the period of three months?

• What manager sets business objective for this territory for the period of three months?

• What objective does a regional manager set for this territory for the period of three months?

• For what period does a regional manager set business objective for this territory?

18. Business objectives are always set in terms of sales and money.

• What is always set in terms of sales and money?

• What objectives are always set in terms of sales and money?

• How are business objectives always set?

19. A regional manager first sets objectives in terms of sales.

• Who sets objectives first in terms of sales?

• What manager sets objectives first in terms of sales?

• What does a regional manager set first?

• How does a manager set objective first?

Задание №11: Письменно приведите высказывания, соответствующие следующим фразам:

• If I want someone to repeat what he/she said because I didn’t understand (hear it) I would say I beg your pardon?

• If am not sure the person I am talking to understands what I amsaying I would say: Are you following me?

• I want somebody to give additional explanation I would say: This is not the point or speak to the point.

• If I don’t remember what I was talking about when I was interrupted I would say: Where were we?

• If I don’t know how to express some idea I would say: How shall I put it or I don’t know how to put it.

Задание №12: Письменно переведите следующие предложения на английский язык:

1. Andrey Teetov is a good Medical Rep. I fully agree with you here.

2. He often works in the office. I can’t agree with you here because Andrey always works in the field.

3. I think the presentation will take about half an hour. You are right.

4. Can I get to the polyclinic by bus? Certainly (you can).

5. Shall we work at the exhibition? That goes without saying.

6. Do we have enough time for one more call? Not at all.

7. It is so difficult. On the contrary it is very easy.

8. Today is Tuesday. Excuse me, but today is Wednesday.

9. When will the cycle conference of the company take place? I have no idea.

10. The physician has written out some prescriptions. Looks like that.

11. Did I get you right? I am afraid not. I meant to say that it is impossible.

12. I am afraid I didn’t get you. Speak to the point.

13. I beg your pardon? As a matter of fact it is not so important.

14. Where were we? You were telling me about your plans for the next week.

15. Excuse me I didn’t get you. Well, how shall I put it. The matter is that it all is rather unusual.

16. It doesn’t make sense. Please, speak to the point.

17. Do you know what he meant to say? Yes, I do. The matter is that he has found several new medical institutions in his territory.

18. I don’t know how to put it. As a matter of fact he is right.

19. This is not the point. The point is that…

«Ключ» для проверки контрольной работы по теме №3:

1. You should start your analysis with an objective evaluation of territory potential.

2. To understand the dynamics he had to compare two business indicators of the territory in terms of time (2019 vs 2020).

3. To visualize a potential business strategy for a product/business in the territory you can use BCG-Matrix.

4. A Business Strategy – is a justified concentration of promotional resources to reach the appropriate objectives in the appropriate market environment. – I fully agree with you here!

5. As you can see under these circumstances, we will have to choose the strategy of defending our business because our market share is high and the relevant market is falling down.

6. The matter is that in the growing market it is reasonable for the company to invest high promotional resources to drive the market share and to boost our sales.

7. As a matter of fact the average balance between individual contacts with physicians and their participation in group promotional activities must not exceed 2+3 per promotional cycle.

8. If the manager is short of promotional resources in the territory he/she may choose the strategy of withdrawal.

9. Why couldn’t she analyze and present the territory business potential?

10. If positive tendencies of business development in the city remain the manager can set very challenging objectives to his team.

11. We need to choose the strategy of driving the business for BLUE city. – I fully agree with you here!

12. To implement this strategy I need many promotional resources. That goes without saying!

13. Did I get you right? Are you trying to say that we must stop our promotional activity in the territory?

14. I am afraid you got me wrong I can’t give you the additional resources for this territory.

15. I mean to say that our team will not be able to achieve ambitious objectives without additional promotional resources.

16. Your analysis doesn’t make sense! – But it does!

17. I didn’t get you. Are you defending him? – On the contrary!

18. Did I get you right? I am afraid not. I mean to say that I can’t help you with the resources.

19. I am afraid I didn’t get you. Please, speak to the point!

20. I don’t know how to put it. As a matter of fact he is right.

Тема №4: Корректировка бизнес-цели на основе SWOT и PEST анализа, определение основных направлений действий для достижения бизнес цели

Учебный модуль №1. Грамматика:

Альтернативные, разделительные вопросы и -what do you think – вопросы

1. Альтернативный вопрос – это вид вопроса, который предоставляет возможность сделать выбор между несколькими вариантами. Например, «Он работает в российской или зарубежной компании?», «Она делает презентацию или проводит круглый стол?». То есть предлагается альтернатива.

Главным признаком альтернативного вопроса является союз -or (или). По сути, это общий или специальный вопрос с добавлением возможности выбора. Из любого вопроса можно сделать альтернативный, поэтому сначала следует изучить построение основных видов вопросов (общий, специальный, вопросы к подлежащему).

Еще одной особенностью альтернативного вопроса является наличие ответа в самом вопросе. Отвечающему нужно только выбрать один из предоставленных вариантов. Однозначные краткие ответы «да» и «нет» в подобных вопросах недопустимы по смыслу. Схема построения альтернативного вопроса:

Вспомогательный глагол + действующее лицо + ___ or ___?