Merchant or investment banks act as intermediaries between investors and private or public concerns seeking medium to long-term funds, often acting as underwriters for an issue of shares. Increasingly they have played a fundamental role in advising on mergers and acquisitions, and on management buy-outs. In the United Kingdom, some of the longest established and best-known merchant banks are still privately owned.

Building societies were set up in the United Kingdom to take deposits in order to provide long-term loans (mortgages) to homebuyers. They are owned by their members (those who have deposited money with or borrowed money from them).

Savings Banks were set up with the aim of attracting small savers. They resemble retail banks in the services they provide.

Credit unions are the equivalents of savings banks, and are run as a cooperative nonprofit-making organization. Credit unions are widespread in the United States. France's biggest bank, Credit Agricole, is essentially a federation of more than 3,000 credit unions.

Universal banks are those, such as Germany's Deutsche Bank, Dresdner Bank, and Commerzbank, which do everything that the above types of banks do.

2.2.2.6 Задание 3. Ответьте на вопросы по текстам А, В

1 What is banking?

2 What kinds of banks there exist?

3 What are the depository institutions?

4 What are the vaults and safes for?

5 Why is it profitable to save money in banks?

6 How can the transfer of funds be done?

7 How can the customers gain access to their funds and use them?

8 What are loans to bank customers drawn on?

9 Do banks give the interest on savings accounts?

10 What does banking business consist of?

11 What are the aims of banks?

12 What are the types of banks?

13 Describe the activities of different types of banks.

2.2.3.1 Задание 1. Прочитайте и запомните следующие слова и словосочетания:

marketing – маркетинг, создание рынков сбыта или спроса;

goods and services – товары и услуги;

store – магазин;

advertising – реклама, рекламная деятельность;

consumer – потребитель;

distribution – распределение;

storing; storage – складирование, хранение;

product planning – планирование ассортимента изделий;

pricing – ценообразование;

promotion – содействие в продаже к-л. товара;

traffic – перевозки;

marketing research – исследование маркетинга;

market research – исследование рынка;

expensive – дорогой;

customer – покупатель, заказчик, клиент;

to make available – предоставлять что-либо;

merchandise – товары;

profit – прибыль;

commodity – товар;

competition – конкуренция;

retailer – розничный торговец;

target – цель;

feature – особенность, свойство;

quality – качество;

level – уровень;

to adjust – регулировать;

package – упаковка;

brand name – название марки (изделия);

warranty – гарантия;

advertising media – средства распространения рекламы;

billboard – рекламный шит;

to charge a price – назначать цену;

discount – скидка;

variable – переменный фактор;

sales promotion – стимулирование сбыта;

mix – структура, состав;

marketing mix – комплекс маркетинга offering – предложение;

blend – смесь, совокупность;

approach – подход.

2.2.3.2 Задание 2. Прочитайте тексты А, В, С, переведите их письменно

Тext А. Marketing

Marketing is the process of creating a link between customers and products. Marketing affects almost every aspect of your daily life. All the goods and services you buy, the stores where you shop, and the radio and TV programs paid for by advertising are there because of marketing. You'll be a consumer dealing with marketing for the rest of your life. Marketing plays a big part in economic growth and development.