English for Masters in Economics. Маркушевская Л.П - 88 стр.

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Университет ИТМО | Санкт-Петербург

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count with balance in it for transactions, debit or a credit card number, cus-
tomer’s user ID, bank account number, the Internet banking PIN number,
and a PC with access to the web. People using Internet banking are certainly
beneted by the online services their respective banks are providing them
with. The primary reason why it is so famous and mostly used is that cus-
tomers are allowed to bank at non-working hours.
3 Banks create their banking interfaces and websites in a viewable and
user-friendly manner, which enable customers to conduct their nancial
transactions with ease. If they are stuck in any process while performing
their online transactions, banks have another helpful facility that is «phone
banking», wherein customers can call the bank’s toll-free number and get
assistance in completing their transactions. Electronic bill payment, view-
ing and downloading nancial records, and money transfers are some of the
general transactions which the customers generally carry out. All online
banking services, provided by some banks, are free of cost.
4 When a customer views the bank’s website, there are many options
available, but to execute those transactions, he would obligatorily need to
log into his virtual account. Without logging in, he won’t be allowed to carry
out any kind of the transactions. Initially, when he opens an account with
the bank, the bank gives a welcome kit which contains important documents
that include the checkbook; a document with the customer’s user ID, online
banking password, phone banking password, and account number is embed-
ded. The kit also contains some other condential data, the credit or debit
card, and the card details. The website will prompt the user to enter the nec-
essary details like the Internet banking password and account number, and
then will display his account information. In this stage, he can carry out all
functions that are available on the website.
5 With regards to the password authentication and encryption, high se-
curity is maintained, as there is a chance of hackers getting unauthorized
access to the customer’s account and performing malpractices. However,
banks keep their online security systems up-to-date to prevent such sce-
narios. Moreover, banks also suggest their customers to keep on changing
passwords periodically. They also implement some security measures like
using unique login IDs, transaction codes, using two passwords, security
tokens which generate automatically changing passwords.
6 The Internet banking facilities provided by banks differ from bank
to bank, and country to country. To know all online banking services and
processes, one has to thoroughly refer to the guides which were made avail-
12 5
seem to have found a middle path where they can maintain the global brand
aura and still appeal to the customers in the authentic local way!

sentences with each of them using the internet.
Bee line, to grab a share, discerning customers, antislip grip, brand
experience, middle path.
Task 2. Decide whether the following statements are true or false according
to the text.
1. Indian customers are ready to show off their branded goods.
2. Indian producers catch up with foreign brands in quality and prices.
3. Procter&Gamble offered to its customers small plastic bags with
soap as an alternative to regular bottle sizes.
4. Glocalization is synonymous to internationalization.
5. Small features introduced to a global product may appeal to local
customers’ needs.
6. Using glocalizing marketing strategies contributes to commercial effect.
7. Global brands tend to apply to glocalizing strategy but that makes the
oblivious to the brand uniqueness.
Task 3. Translate the following phrases into English.
1. Внастоящеевремяочевидно,чтопроцессглобализациивзаимо
-
действуетсэтническимикультурами.
2. Перваяглокальнаяорганизация—GlocalForum,образованав
2001г.Еецель—ускорениемировогоразвитиячерезразвитие
местностейиповышениевниманияклокальнымпроблемам
3. Маркетологи,разрабатывающие“глобальныебренды”рискуют
обанкротитьсобственныекомпании.
4. Помнениюэтогоисследователя,эраамериканскойкультурыпод-
ходиткконцу.Боевикиигамбургерыуступаютместодругиммас-
совымпредметамисимволам.
5. Другимисловами,дажетакойсимволглобальнойстандартизации,как
McDonalds,можетпо-разномувосприниматьсявразныхконтекстах.
6. Темаглокализацииактуальнаприразработкебрендоврегионов.
7. ГлокализацияобъясняетуспехкомпанииWall-Martнаразличных
рынках.
Task 4. Topic for discussion.
Imagine you are responsible for the opening of a Disneyland in Russia.
Think up and write down some adjustments for the Disney’s concept
required in the light of the idea of glocalization (design, special
attractions, schedule, menu, labor practices, marketing).

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