Бизнес-курс английского языка методические указания для студентов заочной формы обучения по специальности ФЕДЕРАЛЬНОЕ АГЕНТСТВО ПО ОБРАЗОВАНИЮ КЕМЕРОВСКИЙ ТЕХНОЛОГИЧЕСКИЙ ИНСТИТУТ ПИЩЕВОЙ ПРОМЫШЛЕННОСТИ Среднетехнический факультет БИЗНЕС-КУРС АНГЛИЙСКОГО ЯЗЫКА Методические указания для студентов заочной формы обучения по специальности 080110 “Экономика и бухгалтерский учёт (в пищевой промышленности)” Кемерово 2009г Составитель: Н.В. Борисова, преподаватель английского языка Рассмотрено и утверждено на заседании кафедры Общих гуманитарных и социально-экономических дисциплин Протокол № 1 от 0 7.09.2009г Рекомендовано методической комиссией среднетехнического факультета Протокол № 2 от 21.10.2009г Представлено методическое пособие для изучения дисциплины «Английский язык», даны упражнения для практической работы, примеры выполнения задач, рекомендуемая литература КемТИПП, 2009 СОДЕРЖАНИЕ Введение 4 Текст. Лексико-грамматические упражнения 5 Словарь слов и словосочетаний, используемых в текстах 66 Приложение А 77 Приложение Б 89 Указания по выполнению контрольных работ 102 Контрольная работа №1 103 Контрольная работа №2 119 Комплект тестовых заданий 140 Список используемой и рекомендуемой литературы 164 ВВЕДЕНИЕ Учебное пособие предназначено для студентов 4-го курса специальность 080110 (заочная форма обучения). Пособие состоит из текстов, диалогов, образцов деловой переписки и разнообразных лексико-грамматических заданий. Некоторые тексты могут использоваться для интенсивного чтения с общим пониманием содержания. В результате работы с пособием студент может овладеть навыками слушания, говорения, чтения и письма, необходимыми для чтения экономических текстов делового общения. Работая с пособием, студенты узнают об особенностях экономики разных стран. Студенты познакомятся с новыми формами экономической деятельности, которые появляются в нашей стране. Знание делового английского языка поможет читать экономические книги и статьи на английском языке и общаться с деловыми партнерами. Учебное пособие предназначено для работы на занятиях, а также для индивидуальной работы студентов. Text №1 Globalization Globalization is the buzz word of our time. In the last two decades, the amount of money and goods moving between the countries has been rising steadily . At the same time, trade barriers across the world have been lowered. It is becoming clear now that power in the world shifted from individual governments to the markets. In theory, governments are free to the set their own economic policies, in practice they must conform to a global economic model. The crises of ¢tigers¢ in the Far east some years ago showed that financial markets control national economies. The trend towards globalization in the early 70s, when the system of fixed exchange rates , set up after World War II, stopped functioning. This mint that the value of currencies would now be determined by the markets instead of individual governments. By 1990, nearly all worlds¢ major economies had got rid of restrictions on how much money could be moved in and out of their countries. Other factors contributing to the rise of globalization are new communications technologies, and better transportation systems. These let companies grow into multinationals goods on one side of the planet and selling them on the other. But adjusting to this new ”economic order” is rather difficult. In the developed world, and in particular the European Union, globalization is facing widespread resistance. Critics complain that, without the protection of trade barriers, workers in poor countries are low-paid and exploited, and wages of workers in rich countries are foiling, especially in labour – intensive industries. But how close are we to a truly global economy? For the losers, probably too close. But in terms of real economic integration, there is a long way to do. A global economy would mean complete freedom of movement of goods and services, capital and labour. Yet, even ignoring the tariffs and other restriction still in place, cross border trade is very small compared to the volume of goods and services traded within countries. Foreign investment is also extremely small, a little more then five per cent of the developed world¢s domestic investments. But what is really holding globalization back is the lack of labour mobility . Labour markets remain mostly national, even in the European Union, where people can and work in any country of the European Union. VOCABULARY buzz word - модное слово amount - объем steadily - устойчиво T o conform - соответствовать financial markets – финансовый рынок exchange rates – курс обмена currencies - валюта restrictions - ограничения T o contributing – способствовать, делать вклад T o adjusting – регулировать, приводить в соответствие mobility – мобильность labour – intensive - трудоемкий losers – проигравший, потерпевший поражение protection - защита tariffs – тариф Tasks 1. Write questions to these answers 1. __________________________________? It is globalization. 2. __________________________________? Yes, the amount of money and moving and goods moving between the countries has been rising steadily. 3. __________________________________? Yes, trade barriers across the world have been lowered. 4. __________________________________? It has shifted from individual governments to the markets. 5. __________________________________? Yes, governments are free to set their own economic policies. 6. __________________________________? It showed that financial markets control national economies. 7. __________________________________? It began in the early 70s, when the system of fixed exchange rates, set up after World War II, stopped functioning. 8. __________________________________? This meant that the value of currencies would now be determined by the markets instead of individual governments. 9. __________________________________? By 1990. 10. __________________________________? These are new communications technologies, and better transportation systems. 11. __________________________________? These let companies grow into multinationals-producing goods on one side the planet and selling them on the other. 12. __________________________________? Yes, adjusting to the new “economic order” is rather difficult. 13. _________________________________? Yes, it is facing widespread resistance. 14. __________________________________? They complain that, without the protection of trade barriers, workers in poor countries are low-paid and exploited, and wages of employees in rich countries are falling, especially in labor-intensive industries. 15. _________________________________? It would mean complete freedom of movement of goods and services, capital and labour. 16. ________________________________? It is the lack of labour mobility. 2. Complete these word combinations with verbs. They all appear in the text 1) to________widespread resistance. 2) to________ trade barriers across the world. 3) to________ an effect 4) to________ economic policies 5) to________ to the new “economic order” 6) to________ national economies 7) to________ to a global economic model 8) to________ to the rise of globalization 9) to________ into multinationals 10) to_____ goods Таблица 1 European Union: The purpose of the EU is to from a common between members that is not restricted by tariff barriers. In 1986, a Single Market Act proposed the removal of all trade barriers and tariffs. The European Commission works on behalf of the EU to make routine decisions and to propose new lawe that will apply to new members. The Commissioner responsible for transport policy has disciplined eight EU member states for trying to make private deals with the US, rather than cooperate in the Common Aviation Policy. 3. Fill in the gaps with the words from the box Таблица 2 Investment resources container compete scale costs trade The Economist has identified these key contributors to globalization o Free movemist of capital “at the touch of a button”. This is the fuel of________ in all its forms. o Trade liberalization, with the lowing of________ barriers. o Lowering of shipping costs thanks to the efficiency of containerization. (The shipping charge for a whole _________ of goods crossing the Pacific be as little as $50. The transport cost for each “Japanese” TV, probably made in Malaysia or elsewhere, sole in the US or Europe, is very little. Reduction in telecommunications and computing _________. (The cost of a 3-minute phone call from New York to London in 1930 was $300 in today¢s money. There is more computing power in the average wrist watch today than these was in all the world¢s computers in 1950. Organizations with the ___________and expertise to exploit the information on their networks on a worldwide scale will have a key competitive advantage in many industries. Operating and producing for not just one country, or even one continent, allows a company to reduce costs and benefit from economies of________. 4. Translate into English В наши дни слово «глобализация» стало модным. В последние два десятилетия движение денег и товаров между странами стабильно растет. Одновременно торговые барьеры в мире снизились. Насколько мы близки к глобальной экономике и какое влияние она может иметь? Сейчас становится очевидным, что власть в мире перешла от отдельных правительств к рынкам. Теоретически правительства могут свободно определять свою собственную экономическую политику, на практике же они должны соответствовать глобальной экономической модели. Кризисы в странах Дальнего Востока несколько лет назад показали, что финансовые рынки контролируют национальные экономики. Тенденция к глобализации началась в начале 1970-х годов, когда система фиксированного курса обмена перестала функционировала. Это означало, что курс валют определяли рынки, а не конкретные правительства. К 1990 году почти все ведущие государства избавились от ограничений на количество ввозимых и вывозимых из страны денег. Другие факторы, способствовавшие росту глобализации,- новые коммуникационные технологии и усовершенствованные системы транспорта. Это позволило компаниям производить товары в одной части мира, а продавать их в другой, становясь тем самым мультинациональным. Но приспособиться к этому новому «экономическому порядку» достаточно трудно. В экономических странах, особенно в Европейском союзе, глобализация встречает широкое сопротивление. Противники глобализации считают, что без защиты торговых барьеров рабочие в слаборазвитых странах мало оплачиваются и эксплуатируются, кроме того, и в развитых странах заработная плата рабочих падает. Integration of Russia in the world economy Integration of any country into the world economy depends on a number of factors. Economic potential of the country, stage of technical and economic development and human resources are among the most important ones. Nowadays Russia does not belong to powerful states: its share in the world gross domestic product is only 2, 6%. Material and technical base has not been renewed for many years. The average age of equipment at the plants is 16 years, which is two times more by the world standards. Its wear is almost 70% Nowadays the structure of international trade is such that Russia trades mainly in natural resources. Our country possesses 13% of the world reserves of oil, 36% of natural gas, 12% of coal. But Russia won't be able to increase volumes of deliveries of natural resources in the nearest future. Tempos of growth of world economy are expected to increase, and new modern technologies will reduce demand for raw materials and power resources . Nowadays, manufacturing industries and branches of Fuel - Power Complex (ТЭК) generate half of all currency. Russian manufacturing branches possess an important competitive edge , that is unique advanced technologies which are based on the achievements of Russian science. Such technologies are possessed mainly by Military- Industrial Complex. The plants of the military complex produce products which can be competitive in the world market. Thanks to military industry the export ratio of products of manufacturing branches makes 10%. VOCABULARY Human resources - людские ресурсы Wear - износ To possess -обладать Volumes of deliveries - объем поставок Demand - спрос Power resources - энергетические ресурсы Manufacturing - обрабатывающий To generate - производить Competitive edge - конкурентное преимущество Achievement - достижение Competitive - конкурентоспособный Export ratio - удельный вес TASKS 1.Translate into English 1) Интеграция в мировую экономику; 2) зависеть от; 3) экономический потенциал страны; 4) доля в мировом внутреннем продукте; 5) средний возраст оборудования; 6) износ оборудования; 7) увеличить объем поставок; 8) снижать спрос на сырье; 9) важное конкурентное преимущество; 10) достижения российской науки; 11) продукты которые могут быть конкурентоспособными на рынке; 12) доля экспорта составляет 10%. 2.Complete these word combinations with verbs. They all appear in the text 1) to__________products 2) to__________competitive 3) to __________on achievements of Russian science 4) to __________on a number of factors 5) to __________to powerful states 6) to___________in natural resources 7) to___________a competitive edge 8) to___________currency 3. Word families. Fill in the missing words Таблица 3 verb noun adjective (1)_______ competition (2)________ (2)_______ (4)________ possessive (5)_______ (6)________ productive develop (7)________ (8)________ 4. Translate into English Интеграция любой страны в мировую экономику зависит от ряда факторов. Наиболее важные среди них следующие: экономический потенциал страны, этап технического и экономического развития и человеческие ресурсы. Сейчас Россия не принадлежит к числу экономически развитых государств: её доля в мировом внутреннем валовом продукте составляет только 2,6 %. Материально-техническая база не обновляется. Средний возраст оборудования на заводах составляет 16 лет, что в два раза выше мировых стандартов. Его износ составляет почти 70 %. В наше время структура международной торговли такова, что Россия торгует в основном природными ресурсами. Наша страна обладает 13 % мировых запасов нефти, 36 % - природного газа, 12 % - угля. Но Россия не сможет увеличить объём поставок природных ресурсов в ближайшее время. Ожидается, что темпы роста мировой экономики возрастут и новые ресурсосберегающие технологии снизят спрос на сырьё и энергоресурсы. Сейчас обрабатывающие отрасли и отрасли топливно-энергетического комплекса обладают важным конкурентным преимуществом. Они владеют уникальными передовыми технологиями, которые основаны на достижении Российской науки. Text №3 American consumer culture goes global On every continent more and people are adopting the American consumer lifestyle of Convenience. Today about 1.2 billion people, most of them in North America, Europe, Japan and Australia live on a par with Americans do. In Latin America a number of automobile owners doubled during two last decades of the 20th century. The per capita gross domestic product of Singapore is almost the same as that of the USA. These changes are encouraged by US policy- makers who believe that free markets and consumerism can spread democracy and stability to all corners of the globe. But the fast pace of change also brings worries. Americans, only 5 per cent of the world's population, consume one- fourth of its oil. They use more water and own more cars than anybody else. They waste more food than most people in Africa eat. If the rest of the world becomes more like of America, water, oil and food can just run out. Paul Ehrlich, the author of the book "The Population Bomb" states that the American lifestyle is driving the global ecosystem to destruction. Other scientists say that wealth of the country depends not on its resources but on the government. Angola, a resource- rich country, can't use its wealth because of the civil war, and Russia, rich in natural resources and intellectual capital, has poor people. Most experts think that we will see less of Mother Nature in the coming years. As more people around the world achieve the American Dream, they will consume more resources and generate more pollution. Mighty rivers like the Yangtze and Nile, will become more canal - like. As the new century progresses, fewer and fewer of us will live on the land. Experts predict that half of humanity will live in "megacities" like Tokyo and San Paulo, Brazil- human of 12, 15, even 25 million people. VOCABULARY Convenience - удобство Par - равенство on a par - наравне, на одном уровне, в одинаковом положении to consume - потреблять Per capita -на душу населения Destruction - разрушение То predict - предсказывать Hive – улей TASKS 1. Study the words in the box Таблица 4 To consume - потреблять Consumer – потребитель Consumer goods – потребительские товары Consumption society – общество потребителя Consumerism Консюмеризм Стимулирование потребительского интереса Защита интересов потребителя (от лживой рекламы, вздутых цен, низкого качества товаров и т.п.) Теория экономической выгодности развития «потребительского общества» 2. Try not to look at the text and say what these figures refer to: 1) 5; 2) 20; 3) 1, 2; 4) 12, 15, 25. 3. Complete these word combinations with the verbs 1) to ___________worries 2) to ___________water 3) to ___________cars 4) to ___________resources 5) to____________pollution 6) to____________on the government 7) to____________to destruction 8) to____________oil 4. Word families. Fill in the missing words Таблица 5 verb person thing consume (1)______________ (2) __________ (3) ___________ believer (4)___________ (5)____________ (6)__________ ownership 5. What about you? 1) Do you believe that free markets and consumerism can spread democracy and stability to all corners of the globe? 2) Is consumerism typical of Russia? 3) Do we have traditions of consumerism? 4) Do you agree with the statement that the wealth of the country depends not on its resources but on the government? 5) Why do you think a lot of countries rich in resources are poor and their people are poor? 6. Translate into English Все большее количество людей в мире принимает стиль жизни американского потребителя. Сегодня около 1,2 миллиона людей, в основном из Северной Америки, Европы, Японии и Австралии, имеют такой же уровень жизни, как американцы. В Китае потребления мяса на душу населения составляет почти половину того, что потребляет США. В Латинской Америке число владельцев автомобилей возросло в два раза за два последних десятилетия XX века. Валовой внутренний доход на душу населения почти такой же, как в США. Эти изменения поощряются американскими политиками, которые считают, что консьюмеризм может распространить демократию и стабильность во все уголки земного шара. Однако быстрый темп изменений приносит и беспокойство. Американцы, составляющие только 5% всего населения земного шара, потребляют четвертую часть всей нефти. Они используют больше воды и имеют больше машин, чем другие страны. Они выбрасывают больше еды, чем многие люди в Африке едят. Если остальной мир станет похожим на Америку, вода, нефть и продукты питания могут истощиться. Поль Эрлих, автор книги «Взрыв населения», утверждает, что американский образ жизни ведет глобальную экосистему к разрушению. Другие ученые говорят, что богатство страны зависит не от ее ресурсов, а от ее правительства. Ангола, страна, богатая ресурсами, не может воспользоваться ими из-за гражданской войны, и Россия, богатая природными ресурсами и владеющая интеллектуальным капиталом, имеет бедное население. TASKS 1. Study the words in the box Таблица 6 Profit - прибыль Profitable - выгодность Unprofitable - невыгодность Profitability - прибыльность, выгода 2. Complete these word combinations with verbs. They all appear in the text 1) to___________________ the dominance of the G7 2) to___________________ global trade negotiations 3) to___________________ a number of recommendations 4) to___________________ a dangerous polarization 5) to___________________ number one 6) to___________________ benefits 7) to___________________ worldwide markets for drugs and arms 8) to___________________ human development and social protection into the equation. 3. Write questions to these answers 1) _________________________________________ ? It states that the combined wealth of the world's three richest families is greater than the annual income of 600 million people in the least developed countries, and the gap between the rich and the poor is widening. 2) __________________________________________ ? It is creating a dangerous polarization between multi - billionaires and the millions who have been left behind. 3) __________________________________________? It is calling for rewriting of global economic rules to avoid inequalities between poor countries and wealthy individuals. 4) ___________________________________________? It also wants a more representative system of global governance to soften the effects of a "boom and bust" economy. 5) ____________________________________________? They show that the last four years, the world's 200 richest people have doubled their wealth to more than $1 trillion. 6) ____________________________________________? In the same period, the number of people living on less than a dollar a day has remained unchanged at 1.3 billion. 7) ____________________________________________? It stood at 30 to 1. 8) _____________________________________________? By 1990, it widened to 60 tol. 9) _____________________________________________? Today it stands at 74 to 1. 10) ____________________________________________? The richest fifth account For 86 per cent of world consumption. 11) ____________________________________________? 88 per cent of Internet users live in the West. 12) _________________________________ ___________? It also helps criminals to use worldwide markets for drugs and arms. 13) _____________________________________________? Yes, it makes a number of recommendations. 4. Try not to look at the text and say what these figures mean: 1) 600; 2) 200; 3) 71; 4) 7; 5) 88. 5. Word families. Fill in the missing words Таблица 7 Verb noun Adjective (1)_______________ (2)________________ Profitable (3)_______________ (4)________________ Integrative benefit (5)________________ beneficial 6. Complete the commentary using the words in the box. One of the words is used twice Таблица 8 Boom demand downturns Recession slump The amount of goods and services that are bought in an economy at a particular time is the level of (1) __________. For example, in Europe and the US during the 1920s, Booms and recessions there was a (2) _________with rising (3) ___________for goods and services and people felt good about the economy. A (4) __________ is a period when there is a negative growth, when an industry or the economy as a whole is getting smaller. If the recession is very bad, there is a (5) ___________. Following the Wall Street Crash of 1929, there was a long depression with falling production, and millions of people out of work. There have been other recessions when there have been relatively small (6) ________ in the economy, but nothing as bad as the Great Depression of the 1930 s. 7. Complete the gaps with the words from the box. Use the proper from of the verbs. One of the world is used twice Таблица 9 Negotiations flows annual Chain combined boom (2) Recession account for 1) Illegal trade in drugs $500 billion a year. 2) The__________________ of the Metro shops is one of the biggest retailers in the world. 3) In order to bring Russia's financial system closer to international standards, rules on capital _______________ should be changed. 4) __________________ wealth of the world's three richest families is greater than the_________________ income of 600 million people in the least developed countries. 5) __________________ with the European Union concerned investments in Russian economy. 6) If a business is growing fast, it is_______________. The corresponding noun is_______________________. 7) A period of fast growth followed by a period when the amount of activity falls is one of _________________. 8. Translate into English В докладе ООН утверждается, что совокупный капитал трех самых богатых в мире семей больше, чем ежегодный доход 600 миллионов людей в наименее развитых странах, и при этом разрыв между богатыми и бедными увеличивается. В докладе ООН так же говориться, что экономическая глобализация создает опасную поляризацию между мультимиллионерами, подобными главе « Майкрософта » Билу Гейтсу, семье Уолтон, владеющий сетью магазинов «Вол-Март», и султану Брунея, обладателю 135 миллиардов долларов, и миллионами тех, кто остался позади. ООН призывает переписывать глобальные экономические правила для того, чтобы избежать неравенства между бедными странами и богатыми людьми. Она так же предлагает сделать систему глобального правительства более представительной в целях смягчения нежелательных эффектов экономики «процветания и разорения». Цифры, приведенные в докладе ООН, свидетельствуют, что за последние четыре года 200 самых богатых людей мира удвоили свой капитал. За это же время количество людей живущих менее чем на доллар в день не изменилось и осталось на уровне 1,3 миллиарда. «Глобальное неравенство в доходах и уровне жизни достигло гротескных пропорций»,- говориться в докладе. 30 лет назад разрыв между самыми богатыми в мире людьми и самыми бедными составляют 30 к 1. К 1990 году он достиг пропорции 60 к 1, а сейчас равен 74 к 1. Пятая часть самых богатых людей отвечает за 86% всего потребления, в то время как пятой части самых бедных людей принадлежит всего 1%. Почти 3 четверти всех телефонных линий находиться в развитых странах, при том, что в них живет только 17 % населения мира. Канада занимает 1 место в мире по качеству жизни в соответствии с индексом человеческого развития ООН. Россия занимает 71 место, находясь между Западным Самоа и Эквадором. Text № 4 The rich keep getting richer The United Nations report states that the combined wealth of the world's three richest families is greater than the annual income of 600 million people in the least developed countries, and the gap between the rich and the poor is widening. Economic globalization is creating a dangerous polarization between multi - billionaires like Microsoft's Bill gates, the Walton family, who own the chain of stores Wal - Mart, and the Sultan of Brunei - who has combined wealth of $ 135 billion - and the millions who have been left behind, the UN's annual Human Development Report states. The UN is calling for rewriting of global economic rules to avoid inequalities between poor countries and wealthy individuals. It also wants a more representative system of global governance to soften the effects of a "boom and bust " economy. UN figures show that the last four years, the world's 200 richest people have doubled their wealth to more then $1 trillion. In the same period, the number of people living on less than a dollar a day has remained unchanged at 1.3 billion. "Global inequalities in income and living standards have reached grotesque proportions," the report says. Thirty years ago, the gap between the richest fifth of the world's people and the poorest stood at 30 to 1. By 1990, it widened to 60 to 1, and today it stands at 74 to 1. The richest fifth account for 86 per cent of world consumption, while the bottom fifth account for 1 per cent. Almost three - quarters of the world's telephone lines- essential for new technologies like the Internet-are in the West, yet it has just 17 per cent of the world population. Canada ranks number one for quality of life, according to the UN's index of human development. Russia ranks number 71 between Western Samoa and Ecuador. Globalization is now more than just flow of money and trade, the report says. The world's people are growing even more interdependent as the amount of space and time available to them decreases . "The world is going in the direction of greater integration, driven mostly by a philosophy of market profitability and economic efficiency," says Dr. Richard Jolly, main author of the report. "We must bring human development and social protection into the equation ." Only the rich and educated use the newest technologies. 88 per cent of Internet users live in the West. Globalization also helps criminals to use worldwide markets for drugs and arms. Six major international crime syndicates are now linking in a global network , getting benefits of globalization. The UN makes a number of recommendations, including an international forum of business, trade, unions and environmental groups to prevent the dominance of the G7 in global decision making; a code of conduct for multinationals, and creation of an international legal center to help poor countries conduct global trade negotiations . VOCABULARY Combined - объединенный, совокупный Annual- годовой Income - доход Chain - сеть (магазинов, ресторанов) Boom and bust - процветание и разорение То account (for)- составлять, насчитывать Essential- необходимый Flow - поток То decrease - сокращать(-ся) Profitability - прибыльность, выгода Economic efficiency - экономическая эффективность Equation- уравнение Network - сеть Benefit - польза, выгода G7- группа семи промышленно развитых стран Negotiations - переговоры Текст №5 Recruitment presents cross- border challenge For senior executives across modern Europe, it a challenge: attracting the best employees , whether to write software or to market pet food. Recruitment is one of the new corporate art from, yet another measure of a company competitiveness and management ability. Bruce Dorsking's specialty is global recruitment strategy. His New - York City- based Dorsking Group has worked with companies in 40 countries over the past four years and helped an advertising agency TMP conduct acquisition of 24 recruitment advertising firms and Internet sites, many of them in Europe. It turner TMP into the largest recruitment communications firm in the world, with a market capitalization of $1 billion. Speaking about the trends in European recruitment, Bruce Dorsking states, that there's consolidation in every industry and globalization. Companies need to introduce their brands or products to new markets. So there is a move towards crossborder recruitment, where the demand for talent is spreading across markets. Europeans used to sell products only in their own local markets, but now they are selling them all over the world. And they are four or five pharmaceutical markets and one common language, English. Despite high unemployment rates in Europe, there is also a shortage of people in certain disciplines, especially in information technology, sales and marketing. Another example is consulting. Andersen Consulting in Germany recruits from Switzerland and Austria. Consulting firms are among the largest recruiters in absolute numbers. Many young graduates in Europe seek international experience. They want to move to a foreign country, deal with a new language, mostly within Western Europe. Something else to consider is that most jobs in the US are created by new companies that are less than 10 years old. In Europe the majority of jobs still come out of older companies, although in new configurations, having gone through mergers, etc. If the companies are going to recruit in various countries, they need to establish an employer brand as well as a consumeries brand. Organizations have to market their companies to potential employees and that's not something they've been good at historically. Companies that want to be pan-European have to create recruitment campaigns in much the same way they sell their consumer products. VOCABULARY Challenge - вызов Recruitment - набор персонала Executive - менеджер Employee- сотрудник Employer- наниматель Measure - мера Acquisition- приобретение Capitalization- капитализация Configuration- конфигурация, очертания, форма Merger- слияние (компаний) TASKS 1. Write questions to these answers 1) ________________________________________ ? It is attracting the best employees. 2) _________________________________________? Yes, it is another measure of a company competitiveness and management ability. 3) _________________________________________? His specialty is global recruitment strategy. 4) _________________________________________? It has worked with companies in 40 countries over the past four years and helped an advertising agency TMP conduct acquisition of 24 recruitment advertising firms and Internet sites. 5) ________________________________________? There's consolidation in every industry and globalization. 6) ________________________________________? They need to introduce their brands or products to new markets. 7) _________________________________________? Yes, demand for talent is spreading across markets 8) _________________________________________ ? They used to sell products only in their own local markets, but now they are selling them all over the world. 9) ________________________________________? Yes, they are locking for people to do that. 10) _______________________________________? There are four or five pharmaceutical markets and one common language, English. 11) _______________________________________? There is a shortage of people in certain disciplines, especially in information technology, sales and marketing. 12) _______________________________________? Consulting firms are among the largest recruiters in absolute numbers. 13)_______________________________________? They seek international experience. 2. Nouns used as adjectives. Join the nouns from two columns 1. recruitment A. growth 2. press B. sheet 3. export C. flow 4. balance D. form 5. cash E. release 6. application F. policy Текст №6 Marketing Marketing can be defined as human activity which is directed at satisfying needs and wants by creating and exchanging goods or services. The marketing concept has replaced the selling concept. The "selling concept" means that consumers have to be persuaded by selling techniques to buy non- essential goods and services. The “marketing concept”, on the contrary, means that the producer should produce the products which the customers need. Marketing can be approached in terms of marketing mix . Its components are four Ps - product, price, place, promotion, that is selling the right product, at the right price, through the right channels, with the right support and communication. Let's consider the case of the company "Harley-Davidson", the company in the USA which produced bikes. For a number of years the company has serious problems. Its profits decreased, and the company was facing a possibility of bankruptcy. In its operation the company was orienting to a rather narrow market, that is young people in "black leather jackets". In order to survive, the company had to use the main principles of marketing. 1. Determine the customer groups or segments . 2. Determine their needs. 3. Position the product in a proper way. While the company was trying to determine a new group of customers, it identified a numerous group of customers; it identified a numerous group of babyboomers, born after World War II. At that time they were in their forties. The second stage of this work was determination if these rather grown-up and conservative people could become buyers of bikes. The company studied this group and the features of its buying behaviour and came to a conclusion that it was possible. These people were experiencing the crisis typical for people of their age, and they had to get new opportunities, new experience and relaxation. The company decided to launch a new model and position it in such a way it could meet the needs of the target group . 'The new model was meant for top-end , or upmarket (Am. upscale) instead of mid-range market . 'The motorcycle was made large and reliable. The company realised that new buyers would not repair the motorcycle themselves, so it used a new motor "hard metal" to a more soft variant. Such famous personalities as Kurt Russell and Elizabeth Tailor were advertising the new model. The company was successful. Its sales have risen, and its profit margines have grown more than three times. Now the company is looking for new markets at home and internationally. It didn't suffer from foreign competition, as many automobile and electronic companies did. The company survived and began to prosper as it followed the principles of marketing. Marketing has become a key factor in the success of western business. In the 20th century, marketing has played an increasingly larger role in determining company policy, influencing product development, pricing, methods of distribution, adverting and promotion techniques. VOCABULARY To define- определять To satisfy a need - удовлетворять потребность To persuade- убеждать Selling - приемы и методы продаж Non-essential - не первой необходимости Marketing -комплекс маркетинга; смешанная система сбыта Market segment - сегмент рынка, т.е. группа покупателей со схожими потребностями и характеристиками То launch - запускать (завод, продукт, торговую марку) Position the product - позиционировать товар, т.е. использовать рекламу и другие элементы комплекса маркетинга, чтобы сообщить о достоинствах товара Product positioning - позиционирование товара Conclusion - выход То come to a conclusion - приходить к выводу Target group- целевая группа Top-end market / upmarket - рынок для элитарных покупателей (Am. upscale) Mid- range market - рынок для потребителей со средним доходом Bottom-end market / downmarket - рынок для (Am. downscale) потребителей с низким доходом Profit margirne - чистая прибыль в виде процентов от продаж Pricing- ценообразование TASKS 1. Fill in the gaps with the world from the box Таблица 10 Marketing mix marketing customers Persuade positioned satisfy needs 1) Today competition is stiff, and companies which can best __________of the customers will survive and make the largest profits. 2) The factors that help a firm to sell its products are known as the________. 3) ____________ means promoting goods and services to customers. 4) The product should be distributed to the most convenient place for ________to buy it. 5) The company is looking for a trade representative possessing high communicative skills and being able to______________ people. 6) "Zolotaya bochka" is_________________ on the market as beer of high quality. 2. Fill in the prepositions or adverbs Teenage marketing: word-of-mouth approval The natural habitat (1) ___________Japanese teenagers is a small area (2) ____________central Tokyo between Shibuya and Harajuku stations which is full (3) ________ boutiques and music shops. (4)__________weekends, teenagers (5) _________the city and the surrounding provinces go there to spot the latest street fashions. The area is also a magnet (6)__________ anyone researching or selling (7)_________ the teenage market: fashion and cosmetics companies, record producers, editors (8)_________young fashion magazines, soft drink and snack promoters, and makers (9)___________games and gadgets. One such company was Bandai, the toy company responsible (10) ________ Tamagotchi, the eggshaped, pocket- sized virtual pet which swept the world in the late 1990s. Tamagotchi's first appearance was (11) ______ a test marketing exercise (12)______ the streets (13)_________Shibuya. The schoolgirls that saw it were so impressed that told all their friends, and the first Tamagotchi to hit the shops sold (14) ________immediately. Such is the power of word of mouth. Normally, word-of- mouth promotion is free, but impossible to arrange. In Japan it can be arranged__________ (15) ________ a price. There are agencies (16) _________hundreds (17) __________teenagers (18)________their books who receive new products and tell their friends (19)_______ them, others are paid to queue up (20)__________ a new product or opening of a new store, creating an "artificial buzz" (21)_______it. Mr. Morita set (22) ______the agency Teens Network Ship which is the best specialist (23)____________the teenage market, and often uses informal, word-of-mouth style marketing methods. It has a register of 2000 senior high pupils in the Tokyo area, and is now expanding nationally. Information spreads more rapidly (24) _______the 15 to 18 age group than (25) ______any other life stage. A teenager tells (26) __________average 50 of his or her friends (27) _________the "discovery", so that a group of 1,000 can spread the word (28) ________-50,000 or more. VOCABYLARY Approval – одобрение Habitat -среда To spot - узнать, заметить, увидеть (разг.) Gadgets- технические новинки То sweep / swept / swept - здесь: охватить, пронестись То hit the shops -попасть в магазины 3. Translate into English Маркетинг можно определить как человеческую деятельность, направленную на удовлетворение потребностей путем создания и обмена товаров и услуг. В настоящее время концепция маркетинга заменила концепцию продаж. Концепция продаж означает, что покупателей надо убедить в необходимости товаров и услуг, которые им не очень нужны. Концепция маркетинга, напротив, означает, что производитель должен производить продукты, в которых нуждаются покупатели. К маркетингу можно подходить с точки зрения комплекса маркетинга. Компонентами этого комплекса являются продукт, цена, место, продвижение каналам при правильной поддержке. Опыт компании «Харлей- Девитсон» показывает, что можно добиться больших успехов, если следовать основным принципам маркетинга. Компания, единственный производитель тяжелых мотоциклов, в течение многих лет испытывала серьезные проблемы. Произошло сокращения прибыли, и над компанией нависла угроза банкротства. В своей работе компания ориентировалась на достаточно узкий рынок - молодых людей в «черных кожаных куртках». Для того чтобы выжить, компания должна была использовать основные принципы маркетинга. 1. Выявить группы или сегменты рынка. 2. Определить их потребности. 3. Позиционировать товары должным образом. Компания выявила многочисленную группу людей, родившихся после Второй мировой войны, которым в то время было около 40 лет. Эти люди испытывали кризис, типичный для этого возраста. Компания решила запустить новую модель и позиционировать ее таким образом, чтобы она удовлетворяла потребности данной целевой группы. Новая модель была предназначена для элитных покупателей. Компания добилась больших успехов. Продажи возросли, и прибыль выросла более чем в три раза. Сейчас компания ищет новые рынки в своей стране и за рубежом. Она не пострадала от иностранной конкуренции, как многие автомобильные и электронные фирмы. Текст №7 Advertising Advertising is a message to promote a product, a service, or an idea. The purpose of most advertising is to sell products or services. Advertising plays a key role in the competition among businesses for the consumer's money. In many businesses, the volume of sales depends largely on the amount of advertising done. Manufacturers advertise to persuade people to buy their products. Large firms also use advertising to create a favourable image of their company. The company can advertise in many ways depending on how much it wishes to spend, and the size and type of the target audience . If the company wants to enter the market or launch a new product, it often starts an advertising campaign. Such campaigns are usually very successful because people learn about new products or services. When South African Brewery (SAB) started producing beer "Zolotaya bochka" in Russia, it invested lost not only in production, but in advertising the product. The advertising campaign was aggressive, and as a result this brand of beer is among the most popular ones. o There are different ways of advertising: o Newspapers o Television o Direct mail o Radio o Magazines o Outdoor signs o Other ways (Transit advertisements, window displays, point-of-purshase displays, telephone directories and novelties ). Television is the chief medium used by advertisers. In the USA 100 largest advertisers spend on average 75 per cent of their advertising budgets on television. Food companies spend about 80 per cent on television, and candy, snack , and soft drink companies spend about 85 pen cent. Adverising on TV is often criticised. People don't like it when programmes are interrupted every fifteen minutes. We know that the Duma passed a bill that would forbid running of commercials during television and radio programmes. In Russia TV advertising generates $300 million a year. Of course, advertising revenues are important, but there are international norms which recommend ad breaks every 45 minutes. These days outdoor advertising is popular in Moscow. Many people think it makes the city more beautiful. It is especially widely used by car manufacturers, clothing and telecommunications companies. Such advertising attracts wide audience and is cost- effective . VOCABULARY Advertising - реклама Message - послание Volume of sales - объем продаж Manufacturers - производитель Favourable - благоприятный Target audience-целевая аудитория To launch - запускать (завод, продукт) Advertising campaing - рекламная кампания Brewery - пивоваренный завод Transit advertisements - реклама в городском транспорте Window display - витрина Point-ol - purshase display - выкладка на место покупки Telephon directory - телефонный справочник Noveltie s- мелкие товары (Календари, кружки, брелки,) для подарков Medium- средство On average - в среднем Candy - конфеты Snack - легкая еда Revenues - доходы Ad breaks = advertisement breaks - перерыв для рекламы Outdoor advertising - наружная реклама Cost-effective- эффективный TASKS 1. Try not to look at the text and say what these numbers refer to: 1)100; 3) 300; 5) 80; 7)75. 2) 45; 4) 15; 6) 85; 2. Match the words with their definitions 1) snack A. A public notice selling goods or services 2) manufacturer B. Income, especially total annual income 3) advertisement C. A person or company that makes goods from raw materials 4) revenues D. Process of making goods and services known to people 5) advertising H. Light meal 3. Study the words in the box Таблица 11 Advertising- advertisement- publicity-Marketing- public relations Advertising - реклама товара, услуги или компании в средствах массовой информации, исходящая от коммерческого источника, например, производителя или розничного торговца. Advertisement - объявления, реклама, анонс. Слово advertisement исчисляемое. То put / to place an advertisement in the newspaper / the magazine / on the Internet. An advertisement in «Moscow Times» brought lost of new customers. Publicity - гласность, известность, слава; рекламные материалы; сообщение маркетингового характера в средствах массовой информации о компании или ее продукции, в отличие от рекламы, не оплачивается. То seer publicity -добиваться гласности to avoid publicity- избегать гласности The new store was given a wide publicity . ( Новый магазин был широко разрекламирован) Marketing - все виды деятельности, направленные на стимулирование спроса на продукты и услуги, т.е. реклама, продвижение продаж, создание торговой марки, исследование рынка и т.д. Public relations, or PR - связи с общественностью, сознательная попытка создать положительный имидж компании, показать, что компания преследует социальные интересы. 4. Match the definitions on the left with the words on the right. 1) Making a product or service known A. public relations to the public (through the press, television, cinema, etc.) in order to sell it. 2) Attracting the public's attention but B. advertising not necessary to sell anything specific. 3) All the activities intended to stimulate С marketing demand for products and services, e. g. advertising, sales promotion, branding, consumer tests, market surveys and so on. 4) Part of marketing and promotion, D. publicity but without direct involvement in selling. Its function is to build up a good image and reputation, to show that the firm is socially aware and has the public interest at heart. Таблица 12 verb person thing To advertise Advertiser (1)________ To create (2)________ (3)________ (4)________ (5)________ Competition Таблица 13 AIDA Advertisers often follow the AIDA model in their advertisements and sales literature. Attention: the advertisement gets the reader¢s attention. Interest: it develops the reader¢s interest Decision: it tries to encourage them to make a decision Action: finaly they do on it. 6. Work in a group of three or four people and write a list of things that you think help to make successful advertisements. From an advertising agency. Choose one product that your agency is going to promote. Using this list as a guideline, discuss some ideas and draw a poster or write a commercial. Remember AIDA (attention, interest, decision, action) o What image do you want to project? o What approach / technique will you use? o How will you attract the reader's / listener's attention? o What will the text of your commercial be (50- 80 words) o Will you use someone famous to advertise the product? 7. What about y о u ? 1) Do you think advertising is really important? 2) Do you agree that advertising doesn't cost, it pays? 3) What is the most cost - effective way of advertising? 4) Do you think transit advertisements are important? Why? 8. Translate into English. 1) Наружная реклама - наиболее быстро растущий сегмент рынка. 2) США тратят на рекламу более 100 миллиардов долларов в год. Это больше, чем в любой другой стране. 3) Телевидение - наиболее распространенное средство рекламы. 4) Традиционный вид работы рекламных фирм - организация рекламных компаний. 5) Основная обязанность мерчендайзеров - следить за выкладкой на место покупки. 6) Специалисты по маркетингу считают, что объем продаж не всегда зависит от рекламы. 7) Компания «Вим-Билль-Данн», крупнейший производитель молочных продуктов и соков в стране, приобрела несколько пивоваренных заводов. Текст №8 What is the brand? A brand is a special trade mark, sign, symbol, design of the product that distinguishes it from other products. Products can have sub - brands. People have some beliefs and perceptions about a particular product, that is they have the brand image. Consumers get used to some brands, and prefer to buy them. Some people drink only Nescafe, prefer mayonnaise produced by Moscow fat- producing plant (MZHK) and chocolate of Krasny Oktyabor factory and so on. In this case we can speak about brand loyalty , that is commitment to a particular brand, which people regularly buy. Some brands have names of people. Tea brand Dilmah is composed of the parts of names Dilhan and Mailk, sons of the tea producer. Some brands have mistakes in their names. Brand of vegetable oil is called “Zolotaaya semechka”, but according to the rules of the Russian language, it should be called "Zolotoye semechko". It takes up to ten years to create a brand in the West. In Russia it can only take two years. It is known that 80 to 90% of new brands fail within their first six months. If a company gives the name of the brand to its other products it's called brand-stretching . By putting their familiar trademarks on attractive and fashionable new products, companies can both generate additional revenue and increase brand-awareness . So there is Pepsi Maxwear, Camel watches and Cadberry jewellery. Brand- stretching is not always successful. A brand like Coca-Cola has been around a long time, and dominates the fizzy drink market in almost every country, outselling local brands. One of the exceptions is Scotland, and their marketing specialists are trying to find out why this is. One of the possible solutions is that people in Scotland are more conservative and keep to their traditions. One of the most successful brands in the world is the Barbie. Created in 1959, it targeted girls who wanted to have dolls which were like young women. Its unique selling proposition is that Barbie looks like a young woman, not a baby. Barbie has had seventy five careers - from astronaut to presidential candidate. In 1961 Ken, the man in Barbie's life, was introduced. She had got little sisters and friends from different ethnic groups. Now there are 15,000 different items for Barbie. Costume variations and brand- stretching have been the key to her continued popularity. Her life cycle never ends. One Barbie is bought every two seconds. VOCABULARY To distinguish - отличать, проводить различие Brand image - имидж торговой марки Perception- восприятие Brand loyalty - лояльное отношение к торговой марке Commitment - приверженность Brand- stretching- «расширение» торговой марки Brand awareness - осведомленность, информированность о торговой марке Fizzy drink- шипучий напиток То outsell- продаваться больше / лучше Exception- исключение Unique selling proposition (USP) - уникальное торговое предложение Item - здесь: вид товара, товар, изделие TASKS 1. Study the words in the box Таблица 14 Make (модель, марка, тип, сорт, производство)- Brand (торговая марка) — trademark (торговая марка) Logo (лого) - patent (патент) - copyright (авторское право) Make — модель, марка, тип, сорт, производство. Чаще используется для обозначения производящей фирмы, чем самого продукта. Как правило, этот продукт предполагает сборку, как например, автомобиль. Indesit is a popular make of washing machine. Mercedes is a German make of car. There are hundreds of mares of micro - computers. Brand - торговая марка. What brend of tea do you prefer? А) Выражение ''brand name " обозначает группу продуктов, продаваемых одной фирмой. Б) Выражение "brand new" означает «совершенно новый» Trademark - «торговая марка» - это слово или символ, которые производитель использует, чтобы отличить продукт или ряд продуктов от других. Торговая марка обычно регистрируется и защищается законом. Logo - это символ, эмблема, рисунок или иное изображение, особым образом написанное название компании, которое она использует на своих продуктах, в рекламе, на конвертах, фирменной бумаге. Copyright — авторское право. Компания и отдельные изобретатели получают патенты на изобретения. Парижская конвенция защиты промышленной собственности устанавливает минимальные стандарты и признана в 100 странах. Авторское право может быть получено на литературные, музыкальные и художественные произведения. 2.Fill in the gaps with the words from the box Таблица 15 Trademark logo make 1) British Petroleum decided to update its image. A creative team came up with a new design of the company's______________. It cost the company one million pounds. 2) Cars of Japanese_______________ are popular in the world. 3)_________________is the word or symbol that a manufacturer always uses on a product or range of products to distinguish them from other. It is usually registered and protected by law. 3. Translate into English 1) Во многих странах кока-кола продается лучше, чем местные напитки (beverages.) Только в Шотландии местные напитки пользуются большей популярностью. 2) Требуется не менее десяти лет, чтобы создать бренд на Западе. В России некоторым бизнесменам удается создать бренд за два года. 3) Уникальность торгового предложения Барби заключается в том, что кукла похожа не на ребенка, а на молодую женщину. 4) Если человек постоянно покупает определенный бренд, мы говорим, что он имеет лояльное отношение к нему. Текст №9 Franchising Franchising means granting a formal right to the manufacturer, wholesaler or retailer to produce or to sell the company's goods or services in a special area for a specified period of time. This way of doing business is widely used in the market economy. 40% of all sales in the USA go through franchising which makes $1 billion as annual volume of sales . These figures are presented by International Franchising Association. Franchising in Great Britain is supported by government. The banks give loans to businessmen, and the government guarantees 80% of the loan. Purchase of a franchise is a simple way of starting business. Reliable scheme of doing business, a promoted brand, product of high quality - all these things increase chances of a beginning businessman for success. For a stable company it is a good way of expanding markets. These are great advantages of franchising. According to Russian Franchising Association, the number of franchises in Russia does not exceed two dozen. In other words, it is not developed in our country. History of franchising in Russia dates back to 1993, when Baskin Robbins sold the first franchise in our country. Later, some Russian franchises were sold, among them a chain of shoe stores "Ekonika", fast food "Rostics", "Teremok", "Russkiye bliny", "Niam- Niam", filling stations LUKoil, TNK. But still we can't say that franchising is highly developed in Russia. Legal, administrative and financial problems are in the way of its development. Our laws don't operate the notion "franchising". One of the main things in the process of selling franchise is transfer of a brand name. According to Russian laws, brand name can't be transferred . Another serious problem is responsibility of subsidiary company. For example, if franchisee in Siberia violates standards of franchisor in Moscow, the consumer has a right to make a claim against low quality of goods or services. Open joint- stock company LUKoil which sells franchises for setting up filling stations, has special departments in the areas where its franchises operate. In order to develop this kind of business laws on franchising should be passed. Nowadays many officials in Russia don't know what franchising is. VOCABULARY Franchise - франшиза- лицензия, выдаваемая производителю, сбытовику, торговцу, которая позволяет производить или продавать товар или услуги компании, используя торговую марку компании Franchisee - франчайзи (покупатель лицензии) Franchisor - франчайзер (продавец лицензии) Wholesaler- потовый торговец Retailer- розничный торговец Specified - конкретный Volume of sales - объем продаж Purchase - покупка, приобретение Reliable- надежный Promoted - здесь: раскрученный То expand - расширять (-ся), развиваться (-ся) Notion- понятие Transfer- передача Subsidiary company - дочерняя компания То violate - нарушать Claim - претензия Open joint-stock company - открытое акционерное общество TASKS 1. Write questions to these answers 1) ___________________________________________________? Franchising means granting a formal right to the manufacturer, wholesaler or retailer to produce or to sell the company's goods or services. 2) ____________________________________________________? Yes, this way of doing business is widely used in the market economy. 3) ___________________________________________________? Yes, the banks give loans to businessmen in Great Britain. 4) ___________________________________________________? Yes, it is a simple way of starting business. 5) ___________________________________________________? For a stable company it is a good way of expanding markets. 6) ___________________________________________________? The number of franchises in Russia does not exceed two dozen. 7) ___________________________________________________? History of franching in Russia dates back to 1993. 8) ___________________________________________________? Franchising is used by such companies as chain of shoe stores "Ekonika", fast food "Rostics", "Teremok", "Russkiye bliny", "Niam-Niam", filling stations LUKoil, TNK 9) ___________________________________________________? No, according to Russian laws, brand name can't be transferred. 10) ___________________________________________________? Laws on franchising should be passed. 2. Fill in the words from the box. Таблица 16 promoted expanding reliable volume of sales franchisee franchisor 1) You can't start a small business without _______________ partners. 2) After launching a new brand the company is expecting to double________. 3) One of the advantages of franchising is an opportunity to use a ________brand. 4) For a stable company franchising is a good way of markets. 5) The company which buys a license is called________________. 6) The company which sells a license is called _______________. 3. Fill in the words from the box Таблица 17 business franchising franchisees shows guarantee figures functioning dropping growth frachise The Australian Franchise Federation (AFF) presented a new survey that shows a continuing boom in the (1) _________sector over the past year. The federation's annual survey of franchised (2) _________shows the sector continued to grow at 15 per cent, a level that has continued since end of the last recession in the early 1990s. The federation's chairman Bill Hawke said, "These are encouraging (3) ____________. The prospects of the franchising business are very promising. “There are believed to be more than 300 franchise systems in Australia, including some big global names. The report (4) ________that the most popular businesses for (5) ________ continue retail outlets. However, other service businesses are also showing strong (6) ________. One area the federation thinks is likely to take off over the next few years is property and building services. The survey also shows that the cost of getting into a franchise is (7)________. The average start-up cost for a franchise is believed to be about A1$ 120,000 - down from A $135,000 last year. Business consultant Francine Gordon says that many small business owners do not understand the basic (8) ___________ of the business. Gordon says that seven out of ten small business fail within five years. “With franchising, the (9) ________ of failure are lower, because a good franchise can provide a strong business model for (10) _________to follow, "she says". "A franchise is not a (11) ____________ of success, but it certainly helps." VOCABULARY Retail outlets —розничные магазины Property - собственность Текст № 10 Job search Job search is a long process which needs lots of time and effort. You can't start it without a resume. You present the most important information about yourself in it: your background, your work experience , skills and special knowledge. You should write your objective too, that is what position you are aiming at. With your resume drawn you start direct research. You study business magazines and newspapers and look for the companies that regularly hire in your field. You can send your resume to these companies. Employment and recruitment agencies are aimed at assisting you in finding a job. State employment agencies are funded by state labour departments. The most effective way to use their services is to visit the local office. Only employment agencies and some recruitment agencies will actively market you to a larger number of companies. The most part of recruitment agencies only-present the credentials on the existing position. It is useful to visit job fairs and career days, ask your family, relatives, friends, neighbours and acquaintances to help you in job search. You can use web pages on Internet, such as www. jobs, ru or www. hro.ru and other special web sites. Interview is an important part in your job search. It is important to make a good impression and to wear proper clothes. Make sure your shoes are clean, well polished and in good condition. Don't fiddle with your hair, your hands or your clothes, don't cross the arms. Sit up straight. Keep long hair under control, don't wear too much jewelry . Try to keep eye contact with the key person in the meeting. It is not proper to ask about the salary at the first interview or criticize your former boss or company. It is not recommended to discuss personal or financial problems with the representative of the company. It is important assure the company representatives that you are the right person for the position. If you are offered a position, you can negotiate the offer and ask about your salary. As you can see, the process of job search is rather difficult, but it can be a rewarding too if you get the position which you have been dreaming about. VOCABULARY to present - представлять work experience — опыт работы objective - цель to draw - составлять to hire - нанимать на работу employment agency - агентство по трудоустройству recruitment agency - агентство по набору персонала credentials - документы proper - соответствующий jewelry - драгоценности to fiddle - вертеть в руках, играть salary - заработная плата (служащих) former - бывший representative - представитель to assure - заверить negotiate - вести переговоры rewarding - стоящий, полезный TASKS 1.Complete the questions 1) ___________ job search a long process? 2) ___________ it need lots of time and effort? 3) ___________ you start it without a resume? 4) ___________ you present in it? 5) ___________ you write your objective? 6) ___________ magazines and newspapers do you study? 7) ___________ employment and recruitment agencies aimed at? 8) ___________ the most effective way to use their services? 9)____________ agencies_________ you to large number of companies? 10) __________ useful to visit job fairs and career days? 11) ___________ use web pages on Internet? 12) ___________ interview is an important part in your job search? 13) ___________ you look at the interview? 14) ___________ proper to ask about the salary of the first interview or criticise your former boss or company? 15) ___________ recommended to discuss personal or financial problems with the representative of the company? 16) __________ you negotiate the offer and ask about your salary? 17) __________ the process of job search be rewarding? 2.Match these terms with their definitions 1. recruit A. right, correct 2. draw B. conduct talks 3. proper C. write, make ready 4. assure D. monthly payment for regular employment 5. salary E. chose people for vacant positions 6. negotiate F. say positively, with confidence 3. Word families. Fill in the missing words Таблица 18 verb person thing present presenter (1) ______ (2)________ employer / employee (3)______ (4)________ negotiator (5)_______ recruit (6)_______ (7)_______ 4. Translate into English 1) Когда предприятие хочет нанять новых работников, оно обращается в агентство по трудоустройству. 2) Во время интервью не принято спрашивать о заработной плате или критиковать своего бывшего начальника. 3) В резюме вы предоставляете сведения о своем образовании, об опытах работы, умении и специальных занятиях. Важно заверить представителя компании, что вы подходящий человек на эту должность. The company. Companies and products. Describing companies 1. Describe a company using the following plan: o When it was started or founded and who its founder was; o Who runs the company: who its chief executive is; o What products it makes or what services it provides; o Its sales figures; o How many people work for it: how many employees it has; o Where its headquarters are: where it is based; o Where its factories or plants are located (if it's a manufacturing company); o How many branches or retail outlets (shops) it has (if it's retail organization); o Whether it sells business-to-business, or whether it's a retail organization selling to consumers; o Whether it uses a franchising system, where retail outlets are managed by individual owners called franchisees who have a share in the profits made by their franchise. VOCABULARY To found - основывать Founder - основатель Chief executive - руководитель Sales figures - показатели продаж Branch - отделение To sell business - to business - продавать предприятиям 2. To which industry does each of these companies belong? Match the descriptions with the industries 1) This company operates a chain of supermarkets. 2) This company provides power from nuclear power plants to other industries. 3) This company develops and sells drugs for a range of medical applications. 4) This company supplies cloth to clothing manufacturers. 5) This company manufactures such items as TVs, video recorders and CD players. 6) This company audits the finances of other companies and prepares their annual financial statements for them. o accountancy o consumer electronics o electricity generation o food retailing o pharmaceutical o textiles 3. Describing products. Among the words in the box describing products, find: 1) two words relating to appearance; 2) two words meaning that something is new and unlike existing products; 3) two words meaning that a product does something without wasting time and energy; 4) one word meaning that something does not break easily; 5) one word meaning that something does not break out easy; 6) one word meaning that something is small and easy to carry; 7) one word meaning that something is strong and works with a lot of force. Таблица19 beautiful compact economical reliable efficient good-looking innovative powerful revolutionary robust Текст №11 Economics as a science Although the content and character of economics cannot be described briefly, numerous writers have attempted that. An especially useless, though once popular, example is: «Economics is what economists do.» Similarly, a notable economist of the last century Alfred Marshall called economics «a study of mankind in the ordinary business of life.» Lionel Robbins in the 1930s described economics as «the science of choice among scarce means to accomplish unlimited ends.» During much of modern history, especially in the nineteenth century, economics was called simply «the science of wealth.» Less seriously, George Bernard Shaw was credited in the early 1900s with the witticism that «economics is the science whose practitioners , even if all were laid end to end, would not reach agreement,» We may make better progress by comparing economies with other subjects. Like every other discipline that attempts to explain observed facts (e.g., physics, astronomy, meteorology), economics comprises a vast collection of descriptive material organized around a central core of theoretical principles. The manner in which theoretical principles are formulated and used in applications varies greatly from one science to another. Like psychology, economics draws much of its theoretical core from intuition, casual observation , and «common knowledge about human nature.» Like astronomy, economics is largely nonexperimental. Like meteorology, economics is relatively inexact, as is weather forecasting . Like particle physics and molecular biology, economics deals with an array of closely interrelated phenomena (as do sociology and social psychology). Like such disciplines as art, fantasy writing, mathematics, metaphysics, cosmology, and the like, economics attracts different people for different reasons: «One person's meat is another person's poison.» Though all disciplines differ, all are remarkably similar in one respect: all are meant to convey an interesting, persuasive, and intellectually satisfying story about selected aspects of experience. As Einstein once put it: «Science is the attempt to make the chaotic diversity of our sense-experience correspond to a logically uniform system of thought.» Economics deals with data on income, employment, expenditure, interest rates, prices and individual activities of production, consumption, transportation, and trade. Economics deals directly with only a tiny fraction of the whole spectrum of human behavior, and so the range of problems considered by economists is relatively narrow. Contrary to popular opinion, economics does not normally include such things as personal finance, ways to start a small business, etc.; in relation to everyday life, the economist is more like an astronomer than a weatherforecaster, more like a physical chemist than a pharmacist , more like a professor of hydrodynamics than a plumber . In principle almost any conceivable problem, from marriage, suicide, capital punishment, and religious observance to tooth brushing, drug abuse, extramarital affairs, and mall shopping, might serve (and, in the case of each of these examples has served) as an object for some economist's attention. There is, after all, no clear division between «economic» and «noneconomic» phenomena. In practice, however, economists have generally found it expedient to leave the physical and life sciences to those groups that first claimed them, though not always. In recent years economists have invaded territory once claimed exclusively by political scientists and sociologists, not to mention territories claimed by physical anthropologists, experimental psychologists, and paleontologists. V OCABULARY numerous - многочисленный to attempt - попытаться notable - примечательный scarce - скудный, ограниченный witticism [ witisizm ] - острота, шутка practitioner [prask'tijns] - терапевт to comprise - включать в себя vast - обширный, громадный core - ядро casual observations - зд . повседневные наблюдения weather forecasting - прогноз погоды array - массив, масса, множе­ство closely interrelated - тесно взаимосвязанные phenomena - явления to convey - передавать income - доход employment - занятость expenditure - затраты, издержки, расход(ы) interest rate - процентная ставка range - ряд pharmacist - фармацевт plumber - водопроводчик conceivable - мыслимый, вероятный, возможный expedient - целесообразный (-о), соответствующий, подходящий, надлежа­щий to claim - приписывать себе, претендовать to invade – вторгаться 1. General understanding 1. Is there a common opinion on the content and character of economics? 2. What definition of economics is referred to as «especially useless»? 3. With what sciences does the author compare economics? Why? 4. What similarities with economics have the following sciences: a) psychology b) astronomy c) meteorology particle physics and molecular biology 5) art, fantasy writing, mathematics, metaphysics, cosmology, and the like 5. What is the scope of economics? What does economics deal with? 6. What does the author refer to as «popular opinion»? 7. According to the text, can such problems as marriage and extramarital affairs be the subject of economists attention? Is there a division between «economic» and «noneconomic» problems? 8. What fields have economists «invaded» in recent years? 2. Defining economics . A. Use the text to fill in the spaces: Таблица 20 Period of time Person Definition 19" century «a study of mankind in the ordinary business of life.» George Bernard Shaw 1930s «the science of choice among scarce means to accomplish unlimited ends.» B. What other two definitions could be found in the text? How does the author refer to each of them? Таблица 21 Science (es) Similarity Difference psychology astronomy meteorology particle physics and molecular biology art, fantasy writing, mathematics, metaphysics, cosmology, «and the like» Which of the following is not true about economics and economists: A. There is no brief description of the content and character of economics. B. Alfred Marshall and Lionel Robbins agreed that: «Economics is what economists do.» C. In the 19th century economics was called «the science of wealth». D. Economics is only a theoretical science. E. Einstein once said, «One person's meat is another person's poison». F. Economics deals with the problems of income, employment, and interest rates. G. Economics also deals with weather forecasting, psychology and fantasy writing. H. In recent years economists switched to the new fields, such as political science and sociology. Say in your own words what each of the following outstanding people thought of economics and economists: a) George Bernard Show b) Alfred Marshall c) Lionel Robbins 3. What is the profession of people who work in the field of: (example): Those working in the field of economics are economists. a) physics b) astronomy c) meteorology d) psychology e) astronomy f) meteorology g) sociology h) mathematics Текст № 1 2 M icroeconomics The word «micro» means small, and microeconomics means economics in the small. The optimizing behavior of individual units such as households and firms provides the foundation for microeconomics. Microeconomists may investigate individual markets or even the economy as a whole, but their analyses are derived from the aggregation of the behavior of individual units. Microeconomic theory is used extensively in many areas of applied economics . For example, it is used in industrial organization, labor economics, international trade, cost-benefit analysis, and many other economic subfields. The tools and analyses of microeconomics provide a common ground, and even a language, for economists interested in a wide range of problems. At one time there was a sharp distinction in both methodology and subject matter between microeconomics and macroeconomics. The methodological distinction became somewhat blurred during the 1970s as more and more macro-economic analyses were built upon microeconomic foundations. Nonetheless, major distinctions remain between the two major branches of economics. For example, the microeconomist is interested in the determination of individual prices and relative prices (i.e., exchange ratios between goods), whereas the macro-economist is interested more in the general price level and its change over time. Optimization plays a key role in microeconomics. The consumer is assumed to maximize utility or satisfaction subject to the constraints imposed by income or income earning power. The producer is assumed to maximize profit or minimize cost subject to the technological constraints under which the firm, operates. Optimization of social welfare sometimes is the criterion for the determination of public policy. Opportunity cost is an important concept in microeconomics. Many courses of action are valued in terms of what is sacrificed so that they might be undertaken . For example, the opportunity cost of a public project is the value of the additional goods that the private sector would have produced with the resources used for the public project. Theory of the Consumer The individual consumer or household is assumed to possess a utility function, which specifies the satisfaction, which is gained from the consumption of alternative bundles of goods. The consumer's income or income-earning power determines which bundles are available to the consumer. The consumer then selects a bundle that gives the highest possible level of utility. With few exceptions, the consumer is treated as a price taker — that is, the consumer is free to choose whatever quantities income allows but has no influence over prevailing market prices. In order to maximize utility the consumer purchases goods so that the subjective rate of substitution for each pair of goods as indicated by the consumer's utility function equals the objective rate of substitution given by the ratio of their market prices. This basic utility-maximization analysis has been modified and expanded in many different ways. Theory of the Producer The individual producer or firm is assumed to possess a production function, which specifies the quantity of-output produced as a function of the quantities of the inputs used in production. The producer's revenue equals the quantity of output produced and sold times its price, and the cost to the producer equals the sum of the quantities of inputs purchased and used times their prices. Profit is the difference between revenue and cost. The producer is assumed to maximize profits subject to the technology given by the production function. Profit maximization requires that the producer use each factor to a point at which its marginal contribution to revenue equals its marginal contribution to cost. Under pure competition, the producer is a price taker who may sell at the going market price whatever has been produced. Under monopoly (one seller) the producer recognizes that price declines as sales are expanded, and under monopsony (one buyer) the producer recognizes that the price paid for an input increases as purchases are increased. A producer's cost function gives production cost as a function of output level on the assumption that the producer combines inputs to minimize production cost. Profit maximization using revenue and cost functions requires that the producer equate the decrement in revenue from producing one less unit (called marginal revenue) to the corresponding decrement in cost (called marginal cost). Under pure competition, marginal revenue equals price. Consequently, the producer equates marginal cost of production to the going market price. V OCABULARY behavior – поведение to investigate – исследовать applied economics – прикладная экономика distinction – отличие subject – предмет, субъект matter – вопрос, материал to blur – затуманивать, размывать to remain – оставаться exchange ratio – ставка (соотношение) обмена optimization – оптимизация utility – полезность utility function – функция полезности satisfaction – удовлетворение constraints – ограничение monopsony – монопсония (рынок, на котором выступает лишь один покупатель товара, услуги или ресурса) opportunity cost – альтернативные издержки to sacrifice – пожертвовать, приносить в жертву to undertake – взять на себя to allow – позволять, разрешать to influence – влиять to maximize – максимально увеличивать revenue – доходы General understanding: What is, according to the text, microeconomics? What is meant by «economics in the small»? What economic phenomena are of microeconomists attention? Where is microeconomic theory used? What is «optimization»? What is the concept of the theory of consumer? What is the major difference between the theory of consumer and the theory of producer? 1. Find equivalents in Russian: a. optimizing behavior of individual units b. industrial organization c. labor economics d. international trade e. cost-benefit analysis f. sharp distinction in both methodology and subject matter g. subjective rate of substitution 2. Translate into Russian: A. Microeconomic theory is used extensively in many areas of applied economics. B. Their analyses are derived from the aggregation of the behavior of individual units. C. The consumer then selects a bundle that gives the highest possible level of utility. D. The consumer is free to choose whatever quantities income allows but has no influence over prevailing market prices. E. The producer equates marginal cost of production to the going market price. F. The producer recognizes that price declines as sales are expanded. G. Under pure competition, the producer is a price taker who may sell at the going market price whatever has been produced. 3. Give definition to the following: a) microeconomics b) applied economics c) optimization d) opportunity action e) utility maximization Questions for discussion: What areas of applied economics are of the most importance? What distinction in methodology between macro – and microeconomics is the most distinctive? Does the author's concept of theories of consumer and producer comply with your own? Текст № 1 3 Law of supply Supply is a fundamental concept in both macro- and microeconomic analysis. In macroeconomic theory, aggregate supply is mainly a function of expected sales to consumers, businesses, and governments. In microanalysis supply is mainly a function of prices and costs of production. A more complex view of the supply curve for a commodity is its relation between quantities forthcoming and the possible current prices of that commodity, its expected future prices, the prices of alternative goods and services, the costs of the producer, and time. Opportunity Costs Incorporated in the supply curve of goods and_services are opportunity costs. Economists differ from accoun­tants and from the Internal Revenue Service by including both explicit and implicit costs, or opportunity costs. Implicit costs are mainly business costs for wages, rents, and interest, whereas opportunity costs are the alternative costs of doing something else. A sole proprietor or the owners of businesses should calculate what they forgo in wages, rents, and interest by not working for someone else, or by renting the property they use to others, or by the possibility of converting plant and equipment to alternative investment projects. The Shape and Position of Supply Curves In competitive markets the shape , or elasticity of supply, reflects time in the production process, such as the immediate or market period, the short run, and the long run. Elasticity of supply is the relative change in price that induces a relative change in quantity supplied. The supply curve is a line on a diagram where the vertical axis measures price and the horizontal axis is quantity. Usually the coefficient of elasticity is positive, meaning that a rise in price induces an increase in the quantity supplied. In the immediate or market period, a given moment, time is defined as too short to allow for a change in output. The supply curve is vertical, and the coefficient of elasticity is zero. The short run is defined as a period sufficiently long to permit the producer to increase variable inputs, usually labor and materials, but not long enough to permit changes in plant and equipment. The supply curve in the short run is less inelastic or more elastic than in the immediate period. The long run permits sufficient time for the-producer to increase plant and equipment. The longer the time, the greater the elasticity of supply. Changes in supply are shifts in the position of supply curves. An increase in supply is a rightward movement of a supply curve, with more of the commodity being offered for sale at each possible price. Conversely , a decrease in supply shifts the supply to the left. An increase in supply can occur because sellers expect lower prices in the future, or, as in the agricultural sector, because of bountiful crops . The reverse is true of a decrease in supply. Over periods of time long enough for production processes to change, improvements in technology and changes in input prices and productivities are the main causes of changes in supply. V OCABULARY aggregate supply — совокупное предложение complex — сложный, комплексный forthcoming — предстоящий, ожидаемый opportunity costs - альтернативные издержки accountant - бухгалтер explicit — явный, откровенный implicit - подразумевающийся to calculate - подсчитывать, вычислять, рассчитывать for ( e ) go - предшествовать(по времени или в пространстве) to convert - обращать, преобразовывать shape — форма given moment - данный момент sufficiently - достаточно, в достаточной мере to permit - позволять, разрешать variable - переменный, изменчивый a variable - переменная rightward movement — движение вправо conversely — наоборот bountiful crops - обильный урожай General understanding : What is the difference of the concept of supply in macro— and microeconomics? What are opportunity costs? What are implicit costs? What, according to the text, a sole proprietor or the owners should do? What does the elasticity of supply show? What is the difference between the short-time and long-time supply? Why do changes in the supply affect the position of the supply curve? 1. Which of the following is not true: A. Supply is a concept of macroeconomics. B. Economists differ from bookkeepers and tax-gatherers because they include also opportunity costs. C. The shape of the supply curve provides specialist with the information on elasticity of supply and the reflection of the shareholder. D. The supply curve is a line on a diagram where the vertical axis measures price and the horizontal axis is quantity. E. Bountiful crops is a cause of increase in supply, F. Improvements in technology and changes in input prices and productivities are the main causes of the changes in elastic demand. 2. Find equivalents in Russian: a) fundamental concept b) current prices c) business costs for wages, d) sole proprietor e) alternative investment projects. f) coefficient of elasticity g) a decrease in supply h) improvements in technology 3. Find antonyms for the following words. Write one sentence with each: a) expected — b) complex — c) possible — d) future — e) competitive — 4. Find the synonyms of the following: a) accountant — b) calculate - c) permit — d) expect — e) complex — f) opportunity — g) businessman – 5. Define the following terms in English: a) aggregate supply b) opportunity costs c) sole proprietor d) elasticity of supply e) coefficient of elasticity Questions for discussion: How do you understand: «Economists differ from accountants and from the Internal Revenue Service»? In what sphere can a person with the economic education work? What is a better-paid job for economist: applied economics or theoretical research? Give examples to support your opinion. Текст № 1 4 Channels of marketing Individual consumers and corporate/organizational buyers are aware that thousands of goods and services are available through a very large number of diverse channel outlets. What they may not be well aware of is the fact that the channel structure , or the set of institutions, agencies, and establishments through which the product must move to get to them, can be amazingly complex. Usually, combinations of institutions specializing in manufacturing, wholesaling, retailing, and many other areas join forces in marketing channel arrangements to make possible the delivery of goods to industrial users or customers and to final consumers. The same is true for the marketing of services. For example, in the case of health care delivery , hospitals, ambulance services, physicians, laboratories, insurance companies , and drugstores combine efforts in an organized channel arrangement to ensure the delivery of a critical service. All these institutions depend on each other to cater effectively to consumer demands. Therefore, marketing channels can be viewed as sets of interdependent organizations involved in the process of making a product or service available for use or consumption. From the outset, it should be recognized that not only do marketing channels satisfy demand by supplying goods and services at the right place, quantity, quality, and price, but they also stimulate demand through the promotional activities of the units (e.g., retailers, manufacturers' representatives, sales offices, and wholesalers) comprising them. Therefore, the channel should be viewed as an orchestrated network that creates value for the user or consumer through the generation of form, possession, time, and place utilities. A major focus of marketing channel management is on delivery. It is only through distribution that public and private goods can be made available for consumption. Producers of such goods (including manufacturers of industrial and consumer goods, legislators framing laws, educational administrators conceiving new means for achieving quality education, and insurance companies developing unique health insurance coverage) are individually capable of generating only form or structural utility for their «products». They can organize their production capabilities in such a way that the products they have developed can, in fact, be seen, analyzed, debated, and, by a select few perhaps, digested . But the actual large-scale delivery of the products to the consuming public demands different types of efforts which create time, place, and possession utilities. In other words, consumers cannot obtain a finished product unless the product is transported to where they can gain access to it, stored until they are ready for it, and digested, exchanged for money or other goods or services so that they can gain possession of it. In fact, the four types of utility (form, time, place, and possession) are inseparable: there can be no «complete» product without incorporating all four into any given object, idea, or service.