Учебно-методическое пособие по английскому языку
Автор: Г.П. Исаева
Настоящее учебно-методическое пособие построено натрадиционных принципах методики и предназначено для студентов заочных отделенийэкономических вузов и факультетов, специализирующихся в области маркетинга именеджмента, а также для широкого круга специалистов-экономистов, изучающиханглийский язык.
Основная цель данного пособия — сформировать уобучающихся умение читать и переводить оригинальную литературу по специальностии познакомить с вопросами управления и маркетинга в Англии и США. Тексты уроковподобраны из оригинальных источников.
Contents
Unit 1
Grammar:
1. Глаголы to be, to have.
2. Present simple.
3. Притяжательный падеж существительных.
4. Оборот there is, there are.
5. Неопределенные местоимения much, many, few, little.
Text. Economics
Unit 2
Grammar:
1. Порядок слов в английском повествовательномпредложении.
2. Имя существительное в общем падеже в функцииопределения
3. Притяжательные местоимения.
Text. The market economy
Unit 3
Grammar:
1. Past simple.
2. Эмфатический оборот it is (was)…That (who)
3. Числительные
Text. Marketing
Unit 4
Grammar:
1. Future simple.
2. Модальные глаголы
3. Text. Product, price, promotion and place: the four p’sof marketing
The economy of london
Unit 5
Grammar:
1. Participle ii.
2. Passive voice.
3. Сравнительные обороты.
Text. Industrial management
Unit 6
Grammar:
1. Perfect tenses.
2. Подчинительные союзы и союзные слова.
3. Побудительные предложения.
Text. Distributing the product
Text. Territorial and administrative division ofgovernment in the united kingdom
Unit 7
Grammar:
1. Participle i (present participle active).
2. Continuous tenses.
3. Безличные предложения с местоимением it.
4. Особые случаи образования множественного числасуществительных.
Text. Production management the «five m's»
Unit 8
Grammar:
1. Правила согласования времен. Косвенная речь.
2. Future-in-the-past.
3. Бессоюзные определительные предложения.
4. This-these, that-those как заменители ранее стоящего существительного.
Text a. How competition benefits us all.
Text b. Competition in many markets: an example.
Unit 9
Grammar:
1. Passive voice.
2. Пассивные конструкции характерные для английского языка.
3. Формы инфинитива.
Text. Management and control of companies
Unit 10
Grammar:
1. Функции инфинитива.
2. Инфинитив в функции определения и обстоятельства.
Text. The sources of business funds
Unit 11
Grammar:
1. Объектный инфинитивный оборот (the objectiveinfinitive construction).
2. Субъектный инфинитивный оборот (the subjectiveinfinitive construction).
Text. Partnership
Unit 12
Grammar:
1. Герундий.
2. Герундиальные обороты.
Text. The federal reserve system
Other bank services
Unit 13
Grammar:
1. Participle i
2. Причастные обороты.
3. Независимые причастные обороты.
Text. Small business in the usa: an s-corporation is notalways best.
Unit 14
Grammar:
1. Условные предложения (conditional sentences).
2. Бессоюзные условные предложения.
Text. Taxes, taxes, taxes
Appendix 1. States of the united states of america
Appendix 2. Counties of the united kingdom of greatbritain and northern ireland
Appendix 3. Administrative and territorial divisions ofthe russian federation
Appendix 4. Supplementary reading
/>Unit 1
Grammar: 1. Глаголы to be, to have.
/>2.Present Simple.
3. Притяжательныйпадеж существительных.
4. Оборотthereis, there are.
5. Неопределенныеместоимения much,many, few, little.
I. LanguagePractice
1. Practise the fluent reading andcorrect intonation:
öHello, John! øHello! `Howö areyou? Thank ø you,I’m all öright; ö Thankø you,very öwell; öThank you, `not so öwell. `How are you ödoing? `How is öbusiness? `Not öbad. `How’s ölife? öFine,`thanks. `How do you ø do? `Good ö morning! öMorning!`Goodafterönoon!Good öevening! öEvening! Glad to ömeet you! `Haven’t `seen you for ö ages! It’s `good to `see you aögain!How `nice to see you aögain!
2. Listen to the speaker; read andmemorize the following words and phrases:
1. to be concerned with — заниматься изучением чего-то
2. exchange — обмен
3. consumption — потребление
4. goods and services — товары и услуги
5. business enterprises — деловое предприятие
6. objective — цель
7. psychology [sai`k]lc®i] — психология
8. sociology — [ /sousi`]lc®i] — социология
9. behavior — [ bi`heivjc] — поведение
10. microeconomics — [/maikroui:kc`n]miks]- микроэкономика
11. interplay — взаимодействие
12. supply and demand — спрос и предложение
13. a competitive market — рынок конкурирующих продавцов
14. wage rates — ставки заработной платы
15. profit margins — коэффициенты прибыльности
16. rental changes — изменения арендной платы
17. consumer — потребитель
18. income — доход
19. entrepreneur — фр. [antrcprc`nc:(r)] — предприниматель
20. to deal with — заниматься чем-либо
21. employment — занятость
22. to increase — увеличивать
23. interest — процент
24. John Maynard Keynes — Джон Мейнард Кейнс
Text. Economics
Economics,social science concerned with the production, distribution, exchange, and consumptionof goods and services. Economists focus on the way in which individuals,groups, business enterprises, and governments seek to achieve efficiently anyeconomic objective they select. Other fields of study also contribute to thisknowledge: Psychology and ethics try to explain how objectives are formed;history records changes in human objectives; sociology interprets humanbehavior in social contexts.
Standard economics can be divided into two major fields.The first, price theory or microeconomics, explains how the interplay of supplyand demand in competitive markets creates a multitude of individual prices,wage rates, profit margins, and rental changes. Microeconomics assumes thatpeople behave rationally. Consumers try to spend their income in ways that givethem as much pleasure as possible. As economists say, they maximize utility.For their part, entrepreneurs seek as much profit as they can extract fromtheir operations.
The second field, macroeconomics, deals with modernexplanations of national income and employment. Macroeconomics dates from thebook, The General Theory of Employment, Interest, and Money (1935), by theBritish economist John Maynard Keynes. His explanation of prosperity anddepression centers on the total or aggregate demand for goods and services byconsumers, business investors, and governments. Because, according to Keynes,inadequate aggregate demand increases unemployment, the indicated cure iseither more investment by businesses or more spending and consequently largerbudget deficits by government.
II. Exercises onthe Text:
3. Give Russian equivalents to:
social science; distribution of goods and services; totry to explain; sociology interprets human behavior; to create a multitude ofindividual prices; to spend their income; as much pleasure as possible; theymaximize utility; for their part; to deal with modern explanation; prosperityand depression; demand for goods and services; business investors; according toKeynes; larger budget deficits.
4. Answer the following questions:
1. What is economics?
2. On what problems do economists focus their attention?
3. What do psychology and ethics try to explain?
4. What does sociology interpret in social contexts?
5. Into what fields can be standard economics divided?
6. What does microeconomics explain?
7. How do consumers try to spend their income?
8. Do they maximize utility?
9. What questions does the second field study?
10. Who is the author of the book «The General Theory ofEmployment, Interest, and Money»?
11. How does he explain prosperity and depression?III. Grammar Exercises
5. Write these phrases in the possessiveform, i.e. with ‘s or ‘
1. the corporations of the nation.
2. the activities of the people.
3. the desires of consumers.
4. the image of a product.
5. the reputation of a seller.
6. the work of a day.
7. the economy of a country.
8. the problems of the economists.
9. the play of the government.
10. the works of Keynes.
11. the dollar of a consumer.
6. Give the comparative and superlativeof the following:
Example: high-higher — the highest;
professional — more professional — the most professional.
efficient, rational, modern, total, large, rich, poor,little, good, traditional, important.
7. Translate the following into Russian:
1. There are, however, no «pure» market economiesin the world today.
2. Economists note that there is no limit to theamount or kinds of things that people want.
3. There is, however, a limit to the resources.
4. In addition to buyers and sellers, there areseveral other essential elements in a market economy.
5. There are many buyers and sellers so that noindividual or group can control prices.
6. There are two ways to earn income: from yourwork and from the use of your wealth.
8.Chose the right word to the words given in the first column:many goods much economists a lot of enterprises little knowledge few markets governments explanations time activities work
9. Translate into Russian:
1. Economists have two ways of looking at economics andeconomy.
2. Macroeconomics is the study of the economy as a whole,microeconomics is the study of individual consumers and the business firm.
3. Each factor of production has a place in our economic system,and each has a particular function.
4. Price stability refers to times during which pricesremain constant.
5. A budget is a financial plan that summarizes income andexpenditures over a period of time.
6. Saving is one of the most important things that peopledo with their incomes.
7. Economic forces also affect decisions in the world ofbusiness.
8. The United States government also employs economists tostudy economic problems and to suggest ways to solve them.
9. Consumers are people who use goods and services tosatisfy their wants.
10. Efficiency is a measure of how much we get for what weuse.
11. Demand is a consumer’s willingness and ability to buy aproduct or service at a particular time and place.
10. Translate English jokes.
A.: Our math professor talks to himself, does yours?
B.: Yes, but he doesn’t realize it. He thinks we’relistening.
¾ T T T¾
I find television very educating. Every time somebodyturns on the set, I go to the other room and read a book.
11. Read the text and retell thecontents in Russian:
London
London (England), city in southeastern England, capitalof Great Britain, at the head of the Thames estuary, west of its mouth on theNorth Sea. London is one of the world’s most important financial and culturalcenters and is noted for its museums, performing arts, exchange and commoditymarkets, and insurance and banking functions, as well as a host of specializedservices. In popular and traditional usage, the term City of London, or theCity, is applied only to a small area (2.59 sq km/1 sq mi) that was theoriginal settlement (ancient Londinium) and is now part of the business andfinancial district of the metropolis. The City of London and 32 surroundingboroughs form the Greater London metropolitan area, which has an area of 1579sq km (610 sq mi).
Government
The London Government Act (1963) authorized the creationof a two-tiered government consisting of 32 borough councils and the GreaterLondon Council. The borough councils are locally elected and are responsiblefor local functions. Until its abolition in 1986, the Greater London Counciladministered broad functions for the metropolitan area as a whole, such asoverall planning, the coordination of transportation systems, and themanagement of parks. The council comprised 100 councilors, locally elected, and15 aldermen, elected by the councilors.
The historic Corporation of the City of London isequivalent in function to a borough council. Since the reign of King John inthe 13th century, citizens of the City of London have had the rightto elect their own mayor. The corporation government is composed of the Lordmayor, who is elected annually by members of the livery companies (guilds); 25aldermen, who are elected for life; and 153 council members, who are electedannually from 25 wards.
(From an Encyclopedia)
Unit2
Grammar:1.Порядок слов в английском повествовательном предложении.
2. Имясуществительное в общем падеже в функции определения
3. Притяжательныеместоимения.
I. LanguagePractice
1. Practise the fluent reading andcorrect intonation:
Good ø bye!`Bye ø bye!`So ølong! `See you ø soon! `See you ø later! `See youtoømorrow!I `hope we’ll `see someö more of you! Good ønight! Good ø day!Re`member me to...
`MayI intro`duce `Mr. öN.? `How do you ödo? `Glad to ö meetyou. `Pleased to ömeet you. öPlease, intro`duce me to your ö friend. `Let me intro`duce you to`Doctor ö M.`Meet `Mr ö F.`Meet my ö friend,`Doctor ö M.
`Manyöthanks. `Thanks a ölot. `That’s ö niceof you. `Not at öall! `That’s all ø right! `Don’t ö mention it!
2. Listen to the speaker; read andmemorize the following words and phrases:
1. a buyer — покупатель
2. a seller — продавец
3. private property — частная собственность
4. to own — владеть
5. means of production — средства производства
6. incentive — стимул
7. to earn profits — получать прибыль
8. cost — цена, стоимость
9. cost price — цена производства
10. selling price — продажная цена
11. to charge a price — назначать цену
12. polling booth — кабина для голосования
13. to undersell — продавать по сниженной цене
Text.The Market Economy
A Market, or free enterprise economy is one in which thedecisions of many individual buyers and sellers interact to determine theanswers to the questions of What, How and Who.
In addition to buyers and sellers, there are severalother essential elements in a market economy. One of these is private property.By «private property» we mean the right of individuals and business firms toown the means of productions. Although markets exist in traditional and commandeconomies, the major means of productions (firms, factories, farms, mines,etc.) are usually publicly owned. That is, they are owned by groups of peopleor by the government. In a market economy the means of production are owned byprivate individuals. Private ownership gives people the incentive to use theirproperty to produce things that will sell and earn them a profit.
This desire to earn profit is a second ingredient inmarket economy. Often referred to as the profit motive, it provides the fuelthat drives sellers to produce the things that buyers want, and at a price theyare willing to pay.
The profit motive also gives sellers the incentive toproduce at the lowest possible cost. Why? Because lower costs enable them to(1) increase their profit margins, the difference between cost and sellingprice, or (2) reduce prices to undersell during the competition, or (3) both.
Economists often compare markets to polling booths. However, unlike thebooths in which people vote for politicians, markets provide a kind of economicpolling booth for buyers to cast their votes (in the form of purchases) for thegoods and services they want. Producers who interpret the votes correctly byproducing the things that buyers demand can earn profits. Those who interpretthe voting incorrectly, producing too much or too little, or charging a pricethat is too high or too low, do not earn profits. In fact, they often losemoney.
Consumer votes can be a matter of life and death tobusiness in a market economy.
II. Exercises onthe Text:
3. Give Russian equivalents to:
the decisions of many individual buyers and sellersinteract; essential elements; the right to own the means of production; toexist in traditional and command economies; publicly owned; the incentive touse their property; the desire to earn profits; often referred to; to drivesellers to produce the things; the lowest possible cost; to increase theirprofit margins; unlike the booth; to vote for politicians; to cast their votes;to interpret the voting incorrectly; too much or too little; to lose money; amatter of life and death to business.
4. Answer the following questions:
1. What is a market, or free enterprise?
2. Are there several other essential elements in a marketeconomy?
3. What do we mean by «private property»?
4. Who own the major means of production?
5. What does private ownership give people?
6. What is the profit motive?
7. Why does the profit motive give sellers the incentive toproduce at the lowest possible cost?
8. To what do economists often compare markets?
9. What is the difference?
10. When do producers lose money?III. Grammar Exercises
5. Translate the following into Russian:
1. a market economy, a command economy, businessfirms, profit motive, profit margins, price theory, wage rates, rental changes,business investors, budget deficits, production materials, wage incentiveprograms, Austrian — American management, consultant, consumer interests,government planners, computer experts, industry specialists.
2. consumption of goods, fields of study, theinterplay of supply and demand, explanation of prosperity and depression,demand for goods and services, means of production, lines of responsibility,the purchase of equipment, provision of work, sale of products, utilization ofcomputers.Формыпритяжательных местоименийЧисло Лицо I форма (зависимая) II форма (независимая) 1-е
my- мой, моя, мое, мои
mine- мой, моя, мое, мои Един- 2-е
your- твои, твоя, твое, твои
yours- твой, твоя, твое, твои ствен-
his- его
his- его ное 3-е
her- ее
hers- ее
its- его, ее (о неодушевлен-
its- его, ее ных предметах) Множе 1-е
our — наш, наша, наше, наши
ours- наш, наша, наше, наши ствен- 2-е
your- ваш, ваша, ваше, ваши
yours- ваш, ваша, ваше, ваши ное 3-е
their- их
theirs- их
6. Put in the missing verbs andpossessive forms:
Pronoun Verb Possessive
1. I come from Russia …language is Russian.
2. He … from Poland …language is Polish.
3. You come from Sweden … languageis Swedish.
4. They … from Norway …language is Norwegian.
5. We come from Denmark … languageis Danish.
6. I come from Greece …language is Greek.
7. He … from Holland …language is Dutch.
8. She … from Germany …language is German.
9. They come from China …language is Chinese.
10. We … from Spain …language is Spanish.
11. He … from Japan …language is Japanese.
12. We come from England … languageis English.
7.Make ten questions, using these question words:
Who? What? Where? Why? How many? What kind of? What isthe difference? Is there? Are there? Have you?
8. Read the text and retell the contentsin Russian:
Keynes
Keynes, John Maynard, 1st Baron Keynes of Tilton(1883-1946), British economist.
Keynes was born in Cambridge, England, and educated atEton College and the University of Cambridge. He began his career in the IndiaOffice of the British government and wrote a highly regarded book, IndianCurrency and Finance (1913). During World War I he worked in the treasury,which he represented at the Paris Peace Conference (1919). During the nextdecade he made a fortune speculating in international currencies, taught atCambridge, and wrote Treatise on Probability (1921), a mathematical work, and ATreatise on Money (1930). In the latter, he sought to explain why an economyoperates so unevenly, with frequent cycles of booms and depressions. Keynesclosely examined the problem of prolonged depression in his major work, TheGeneral Theory of Employment, Interest, and Money (1936). This book, whichprovided a theoretical defense for programs that were already being tried inGreat Britain and by President Franklin D. Roosevelt in the U.S., proposed thatno self-correcting mechanism to lift an economy out of a depression existed. Itstated that unused savings prolonged economic stagnation and that businessinvestment was spurred by new inventions, new markets, and other influences notrelated to the interest rate on savings. Keynes proposed that governmentspending must compensate for insufficient business investment in times ofrecession.
Shortly after Great Britain entered World War II, Keynespublished How to Pay for the War (1940), in which he urged that a portion ofevery wage earner’s pay should automatically be invested in government bonds.In 1942 he was made a baron, and two years later he headed the Britishdelegation to the United Nations Monetary and Financial Conference, the BrettonWoods Conference. There he promoted establishment of the International Bank forReconstruction and Development and the International Monetary Fund.
Keynes’s ideas have profoundly influenced the economicpolicies of many governments since World War II, and many consider his GeneralTheory of Employment, Interest, and Money one of the most significanttheoretical works of the 20th century.
Unit3
Grammar:1. Past Simple.
2. Эмфатическийоборот it is (was)…that (who) ...
3. Числительные
I. LanguagePractice
1. Read the sentences given below. Mindthe stress and intonation in them:
There are`nineteen `large `lecture `halls in the `central ö `building.There are `one `hundred and `forty ø audi`toriums for `groups to ö`study.
There is `no`newspaper on the ötable. There is `nothing on the ö table.
Is there a`computer `centre in the ø `college? There were some scien`tificla`boratories `here last ö year. `What is there on the öfloor?
`How `many ö`parks are there in this ö `city? There are ö`many of them.
2. Listen to the speaker; read andmemorize the following words and phrases:
1. to involve — вовлекать
2. producer — производитель
3. to be responsible for — быть ответственным за
4. consumer — потребитель
5. manufacturer — производитель, изготовитель
6. pervasive — обширный
7. to determine — определять
8. needs and desires — нужды и желания
9. with regard to — относительно, что касается
10. to persuade — убеждать
11. purchase — покупка
12. product line — ассортимент изделий
13. promotion — стимулирование, продвижение товара
14. in addition — в дополнение
15. to supervise — наблюдать за чем-либо
16. warehouse — товарный склад, оптовый магазин
Text.Marketing
Marketing, activities involved in getting goods from theproducer to the consumer. The producer is responsible for the design andmanufacture of goods. Early marketing techniques followed production and wereresponsible only for moving goods from the manufacturer to the point of finalsale. Now, however, marketing is much more pervasive. In large corporations themarketing functions precede the manufacture of a product. They involve marketresearch and product development, design, and testing.
Marketing concentrates primarily on the buyers, orconsumers, determining their needs and desires, educating them with regard tothe availability of products and to important product features, developingstrategies to persuade them to buy, and, finally, enhancing their satisfactionwith a purchase. Marketing management includes planning, organizing, directing,and controlling decision making regarding product lines, pricing, promotion,and servicing. In most of these areas marketing has complete control; inothers, as in product-line development, its function is primarily advisory. Inaddition, the marketing department of a business firm is responsible for thephysical distribution of the products, determining the channels of distributionthat will be used and supervising the profitable flow of goods from the factoryor warehouse.
II. Exercises onthe Text:
3. Give Russian equivalents to:
Activities involved in getting goods; is responsible forthe design; early marketing techniques; to the point of final stage; is much morepervasive; in large corporations; precede the manufacture of a product;testing; with regard to the availability of product; enhancing theirsatisfaction with a purchase; marketing management; regarding product lines;promotion; its function is primarily advisory; the marketing department;physical distribution; the profitable flow of goods.
4. Compose the questions using thefollowing words:
1. is, marketing, what?
2. the producer, is, for what, responsible?
3. early marketing technique, did, what, follow?
4. the manufacture of a profit, where, precede,the marketing functions, do?
5. they, what, do, involve?
6. does, on, what, concentrate, marketing?
7. what, marketing management, does, include?
8. marketing, complete control, has, when?
9. the marketing department of a business firm,responsible for the physical distribution of the products, is?
III. GrammarExercises
5. Form the Past Indefinite Tense of thefollowing verbs:
to involve, to be, to precede, to concentrate, to buy,to get, to make, to have, to select, to contribute, to try, to assume, tospend, to give, to increase.
6. Put the verbs in brackets in the PastIndefinite Tense and translate the sentences:
1. Aristotle and Plato in ancient Greece (to write)about problems of wealth, property, and trade.
2. The Romans (to borrow) their economic ideasfrom the Greeks and (to show) the same contempt for trade.
3. In ancient and medieval times dire scarcity ofresources (to be) common and (to affect) the lives of most human beings.
4. In England, Parliament (to pass) a Statute ofMonopolies (1624).
5. The Second development (to be) the expansion ofproduction that (to follow) the Industrial Revolution.
6. Cartels (to originate) in Germany during the1870s.
7. As business (to become) more competitive, newand more complex corporate combinations (to come) on the scene.
7. Put all possible questions to thesentence:
1. During World War II the government of Germanyutilized domestic cartels to produce armaments.
8. Translate into Russian payingattention to the emphatic construction «it is… that ...»:
2. It is the planners who decide what goods andservices will be produced.
3. It is the planners, too, with guidance from thecountry’s political leadership, who decide who will receive the goods andservices produced.
4. It was at this time (1936) that Keynes’ workwas published.
5. Indeed, it is from the early 1970s, whendétente began to take shape.
9. Write in words these numbers:
11, 12, 13, 15, 17, 20, 30, 40.
10. Use hundred, thousand, millionwith the words in brackets:
300 (dollar); 400 (pound); 10,000 (rouble); 500,000(woman); 2,000,000 (man); 6,700 (child); 1,000 (computer).
11. Read the dates:
March 8, 1991; June 22, 1941; May 9, 1945; April12,1961; January 1, 2000.
12. Translate English jokes:
A: Did the play have a happy ending?
B: Yes, everybody was happy when it ended.
A: A telegram from George, dear.
B: Well, did he pass the examination this time?
A: No, but he is almost at the top of the list of thosewho failed.
Unit4
Grammar:1. Future Simple.
2. Модальныеглаголы />
I. LanguagePractice
1. Practise the fluent reading andcorrect intonation:
`What’sthe ötime? `What ö timeis it now? Can you `tell me the ø exact time? It’s two öo’clock. No, it’s half past ö two. Ex`cuse me, it’s `not `half past ö two,it’s a `quarter past ö two. I’m `not quite `sure, it’s a`quarter past ö two.I’m aføraidit’s a `quarter to öthree already. I `haven’t `got a ö watch.
Whatö dateis it today? It’s the 10th of Noövember. What ödayof the `week is it? It is `Monday. Are you ø sure it’s the`tenth of November and it’s `Monday toøday? öYes, I ö am. øQuite. Not at ö all.
`What’s the öweather like today? `How is it ö outside? It’s not ö warmtoday. It was warm öyesterday. The `day was `beautiful and sunny. It’s going to örain.
2. Listen to the speaker; read andmemorize the following words and phrases:
1. customer — клиент, покупатель
2. survey — исследование
3. warranty card — гарантийная карта
4. sophisticated — опытный, фальсифицированный
5. a sample of consumers — обследуемая группа покупателей
6. population — население
7. to typify — [`tipifai] — служить типичным примером
8. fixed expenses — постоянные затраты
9. insurance — страхование
10. rent — арендная плата
11. variable expenses — переменные затраты
12. a break-even point — точка самоокупаемости, точкакритического объема производства
13. net loss — чистый убыток
14. advertising — рекламирование
Text.Product, Price, Promotion and Place: The Four P’s of Marketing
The total marketing concept involves four steps, or, asthey are often called, the four P’s of marketing — product, price, promotionand place.
Product. The place to begin is with the product itself. A business must determinewhat kind of product potential customers want. Companies employ very complexmarket research techniques to find out. Surveys by phone, mail, or personalinterview can reveal, exactly, what’s on the consumer’s mind. The productwarranty card that you return after a purchase provides marketing informationtoo. Sophisticated research mathematics applied to a sample of consumers cantypify the rest of the consumers. If we can find out what a few want, we canassume the others in the group of population will want the same things.Deciding who should be in the sample is the problem. Researchers have verydetailed formulas for constructing marketing samples.
Price. Anothermajor part of marketing is price. Companies have to decide on a product pricethat will cover all costs and also return a profit. Included in costs are suchfixed expenses as rent and insurance. Variable expenses must be anticipatedtoo. Those include the costs of material and commissions. These costs are usedto compute a break-even point — the point at which income from sales equalsfixed and variable expenses. On one side of this point, the company will have anet loss and on the other side, a net profit.
Promotion. Promotion is a key part of marketing because it is the way business gettheir messages to consumers.
Businesses would like to see steady growth rather thansudden surges in business. One function of promotion is to maintain a steadyand growing demand. Promotions through advertising in the media, directmailings or through personal contact are a few of the ways producers make theirproducts known to consumers. If consumers don’t know about a product, theywon’t buy it. Through advertising, businesses tell people what products areavailable. Advertising even gives them reasons to buy.
Place. The finalpart of marketing, the fourth «P», is place. For a product to be useful, it hasto be in place when and where it is needed. That should seem obvious. To sellproducts, business must anticipate «when» and «where» consumers will buy them.A hot dog at a baseball game on a sunny afternoon is an example of excellentproduct placement. A lemonade stand in the winter is not. Hot dogs have lessvalue after the game, and lemonade has more value in the summer.
II. Exercises onthe Text:
3. Give English equivalents to:
Общее понятие маркетинга включает четыре момента;потенциальные покупатели; исследования по телефону, по почте; на умепокупателя; обследуемая группа покупателей; чего хотят немногие; оченьподробные формулы; покрывать все издержки; такие постоянные затраты как рента истрахование; вычислить точку самоокупаемости; ключевая часть маркетинга; всредствах массовой информации; предприятия должны предвидеть.
4. Ask questions for these answers (workin pairs):
1. The total marketing concept involves four steps.
2. They are product, price, promotion and place.
3. Yes, it must.
4. Surveys by phone, mail, or personal interview can revealit.
5. The product warranty card provides marketing informationtoo.
6. It is price.
7. Variable expenses must be anticipated too.
8. A break-even point is the point at which income fromsales equals fixed and variable expenses.
9. Promotion is a key part of marketing.
10. Advertising gives people reasons to buy products.
11. To sell products, businesses must anticipate «when» and«where» consumers will buy them.
5. Translate the following into Russian:
The MajorMarketing Functions
Marketing Activity
Description Gathering information Business firms collect information about the market to forecast potential sales Buying Before finished goods can be sold, they must be selected and purchased. Transporting Goods must be shipped to the place where they are sold. Selling Goods must be advertised, promoted and sold. Storing Business firms had more goods than they can sell in a single day. These must be stored until they are sold. Financing Cash or credit must be found to pay for the goods the business intends to sell. Standardizing and Grading «Standardizing» is establishing uniform specifications for a product or a service. «Grading» is classifying products by quality and size. Managing risk People in business risk loss if things fail to go as planned. Steps taken to limit these risks fall into this category.
III. GrammarExercises
6. Write out these sentences putting theverb in brackets into the future tense:
1. The study of economics (to help) you tounderstand economic forces better.
2. Cleaning up the river (to require) a majoreffort, and considerable expense.
3. A change in the price of one item (to result)in a shift in the demand for a substitute.
4. An increase in production costs (to have) theopposite effect — supply (to decrease).
5. As long as supply and demand remain unchanged,the equilibrium of market price (to remain) constant.
7. Make the sentences (a) interrogative,(b) negative:
1. They will try to economize to get the most fromwhat they have.
2. Economics will also help you to fulfill yourresponsibilities as a citizen in a democracy.
3. Economists will agree that unemployment is bad.
4. Entrepreneurs will try to run their businessesto earn the greatest profits.
8. Fill in the blanks with the verbs«can», «may», «must», «have to», «to be able (to)»:
1. Liquidity is a measure of the ease with which you ____convert your savings to cash.
2. Since a society cannot have everything, it ____ decidewhich goods and services it will have now.
3. Americans ____ to own property for business purposes anduse it to produce income.
4. Most producers ____ make more than one product.
5. Such systems ____ characterize isolated tribes orgroups, or even entire countries.
6. Unable to compete with the Japanese, the company ____ togo out of business.
7. Any number of persons ____ contract to form apartnership.
8. You ____ earn the income to buy the things you want.
9. The number and value of things we ____ to buy dependsupon the size of our income and how wisely we spend it.
10. Most of the time, we ____ to keep track of ourexpenditures so we ____ to meet our immediate needs.
9. Translate the following sentencespaying attention to the different functions of the word «one».
1. In fact one common definition of economics is«the study of how people make a living».
2. The market price is the one at which goods andservices will actually be exchanged for money.
3. One of the main reasons people save their moneyis to earn interest.
4. Advertising provides us with information aboutprices, recent improvements in certain goods and services, and the availabilityof new ones.
5. The development of the socio-economicformations rises from the lower stage to the higher one.
10. State the part of speech of thefollowing words:
management, speaker, production, economist, economical,economic, economics, national, technical, techniques, largely, product.
11. Form nouns with the help of thesuffixes:
-ment: tomanage, to agree, to govern, to employ, to invest, to develop.
-er: to consume, toprogramme, to produce, to buy, to sell, to plan, to own, to manufacture.
-tion: toproduce, to distribute, to consume, to compete, to operate, to explain, todetermine.
-or: to distribute,to invest, to operate, to regulate, to educate.
-ist: economy,sociology, psychology, behavior, special.
12. Read the text and retell thecontents in Russian:
TheEconomy of London
London’seconomy is distinguished by a multiplicity of activities that reflect thestructure of the British economy as a whole. Service industries account foralmost three-quarters of total employment; they include banking, insurance, thecivil service, transportation, education, food and drink, printing andpublishing, retailing, and numerous professional and custom services. Tourismalso plays a vital part in London’s service industries. Next in importance aremanufacturing and engineering and the latter has allied industries; each ofthese two sectors accounts for approximately 10 percent of total employment.The production of precision instruments, computers, aircraft, automobiles,chemicals, and clothing, as well as the refining of petroleum, are allimportant. Not unexpectedly, Greater London possesses the country’s greatestconcentration of professional, technical, and administrative occupations, aswell as the highest average income in Britain.
The central area of London is dominated by serviceemployment and characterized by the localized concentration of variousactivities: banking and finance in the City, insurance and law in Holborn,government in Westminster, newspaper publishing in Fleet Street, medicine inHarley Street, tailoring in Savile Row, retail outlets in Bond and Oxfordstreets, and education in Bloomsbury. Industrial activity is important in theso-called Victorian Manufacturing Belt-a crescent-shaped band on the southernbank of the Thames River, extending northwest from the City and Southwark.Here, small-scale specialized production dominates.
Providing the raw materials and access to markets is theextensive Port of London, the major docks of which are located just downstreamfrom London Bridge. London is one of Europe’s largest seaports and handlesvirtually every type of commodity and cargo. To the west of Central London arenewer manufacturing areas such as Park Royal. Toward the periphery of GreaterLondon and in the surrounding outer metropolitan area are more sophisticatedand specialized industries, such as those manufacturing aircraft, computers,and electronic equipment. To the west of London, economic development has beenstimulated by the presence of Heathrow International Airport, and to the south,by Gatwick International Airport.
(From anEncyclopedia)
Unit5
Grammar:1. Participle II.
2. PassiveVoice.
3. Сравнительныеобороты.
I. LanguagePractice
1. Practise the intonation in thequestions and the answers:
Have you a øwarranty card? Had you a ø warranty card? Have you got a øwarranty card? `How many `classes `have you `got toö day? `Is therean evening `department at the ø faculty? Are you a østudent? `You are a student of the `All-`Russian `Distance `Institute ofFinance and öEconomics, aren’t ø you? `Do you ø study or öwork? Do you øagree? `I’m øafraid I don’t öagree. `Do you `really think ø so? `You’re `quite öright. `You didn’t `study `last year, did ø you?
2. Listen to the speaker; read andmemorize the following words and phrases:
1. technique — [tek`ni:k] — техника (исполнения)
2. an organization chart — организационная схема
3. to designate [`dezilneit] — определять
4. executives [il`zekjutivz] — директора
5. execution [eksi`kju:n] — выполнение
6. foreperson — мастер
7. department head — начальник (цеха)
8. with respect to — что касается
9. supply — поставка, снабжение
10. accounting — учет
11. supervision — наблюдение
12. guidance [`laidcns] — руководство
13. records and reports — учетные документы и отчеты
14. wage incentive program — программафинансово-материального стимулирования
Text.Industrial Management
Industrial Management, in business, term used todescribe the techniques and expertise of efficient organization, planning,direction, and control of the operations of a business.
In the theory of industrial management, organization hastwo principal aspects. One relates to the establishment of so-called lines ofresponsibility, drawn usually in the form of an organization chart thatdesignates the executives of the business, from the president to the forepersonor department head, and specifies the functions for which they are responsible.The other principal aspect relates to the development of a staff of qualifiedexecutives.
Planning in industrial management has three principalaspects. One is the establishment of broad basic policies with respect toproduction; sales; the purchase of equipment, materials, and supplies; andaccounting. The second aspect relates to the implementation of these policiesby departments. The third relates to the establishment of standards of work inall departments. Direction is concerned primarily with supervision and guidanceby the executive in authority; in this connection a distinction is generallymade between top management, which is essentially administrative in nature, andoperative management, which is concerned with the direct execution of policy.Control involves the use of records and reports to compare performance with theestablished standards for work.
Industrial management as just defined dates from thelatter part of the 19th century. A notable impetus to its evolutionwas provided by the American engineer Frederick Taylor, who developedtechniques for analyzing the operations involved in production and for settingstandards for a day’s work. The techniques originally devised by Taylor wereadopted by industrialists to other phases of business, including the employmentof qualified workers, and wage incentive programs either to replace or tosupplement the piecework system that had previously prevailed. Industrialmanagement experts who succeeded Taylor have applied his techniques to a widerrange of business problems. Among the leading successors are theAustrian-American management consultant and educator Peter Drucker and theAmerican economist, writer, and diplomat John Kenneth Galbraith.
II. Exercises onthe Text:
3. Give English equivalents to:
термин, используемый для описания; два главных аспекта;так называемый; которые определяют директоров предприятия; штатквалифицированных исполнителей; установление политики; закупка оборудования;уровни работы во всех отделах; в этой связи; высшее руководство; действующееруководство; управление; использование учетных документов и отчетов; заметныйтолчок; техника для анализа действий; была применена промышленниками; программыфинансово-материального стимулирования; система сдельного труда; среди ведущихпреемников; педагог.
4. Ask questions to these answers (workin pairs).
1. Organization has two principal aspects.
2. One relates to the establishment of so-called lines ofresponsibility.
3. An organization chart designates the executives of thebusiness.
4. Yes, it does.
5. Planning has.
6. The third aspect relates to the establishment ofstandards of work in all departments.
7. Yes, it is.
8. A distinction is made between top management andoperative management.
9. Control involves the use of records and reports.
10. The American engineer Frederick Taylor.
11. It was adopted to the employment of qualified workers,and wage incentive programs.
5. Translate the following into Russian:
Characteristicsof Economic Markets Perfect Competition Monopolistic Competition Oligopoly Monopoly Numbers of Firms Many independent firms. None able to control the market. Many firms providing similar goods and services. A few large firms providing similar goods and services. A single large firm. Control Over Price None. Market determines price. Influence limited by the availability of substitutes. Often influenced by «price leader». Much control. Product Differentiation None. Products uniform and equal quality. Products and services differentiated to meet the needs of specific markets. Significant for some products like automobiles. Little for standardized products like gasoline. None. Ease of Entry Relatively easy to enter or leave the market Relatively easy to enter or leave the market Difficult. Often requires large capital investment. Very difficult.
III. Grammar Exercises
6. Write down the following verbs in theform of Participle II:
to go, to increase, to begin, to buy, to sell, to make,to play, to write, to bring, to specialize, to operate, to understand, toexpand.
7. Put the words in brackets in thePassive Voice:
1. Every society (to face) with the identicalproblem, the problem of scarcity.
2. The need to chose (to impose) on us all by ourincome, wealth and ability to borrow.
3. Individuals and families (to limit) by the sizeof their personal income, savings and ability to borrow.
4. In a free market economy, prices (to determine)by the interaction of the forces of supply and demand.
5. When two goods satisfy similar needs, they (todescribe) as substitutes.
8. Turn the following from Active Voiceinto Passive Voice:
1. Profits, savings and borrowing power limitbusiness firms.
2. Frederick Taylor provided a notable impetus toindustrial management.
3. Keynes wrote many books.
4. The competitive system will determine businessethics.
5. Great complexity of organization andadministration characterize the operation of large business firms.
6. Two or more persons own a businessorganization.
7. Sir Joseph Binks gives Tom a small cheque.
8. They gave Uncle Tom a cheque and a railwaycarriage.
9. Translate the following sentencesinto Russian paying attention to the functions of Participle II:
1. Salaries refer to earnings paid on a weekly ormonthly basis.
2. The term «wage» typically refers to theearnings of workers paid by the hour or unit of production.
3. Used in certain ways, wealth can earn income.
4. Natural resources are the things provided bynature that go into the creation of goods and services.
5. Nearly 90 percent of goods and servicesproduced in the U.S. each year come from privately owned firms.
6. Shares are traded in organized markets such asthe New York Stock Exchange.
10. Express the following in Russian:
1. The more you know about the subject, the bettercareer decisions you will be able to make.
2. For their part, entrepreneurs seek as muchprofit as they can extract from their operations.
3. As a rule, the more scarce something is thehigher its price will be, and the fewer people will want to buy it.
4. The higher the price, the greater the incentiveto produce and sell the product.
11. Form adjectives with the help ofsuffixes:
-al: economic,nation, production, education, profession.
-able: to change,to exchange, to read, fashion, mistake.
12. Form adverbs with the help of thesuffix «-ly»:
economical, political, different, rapid, definite,historical, complete, formal, practical, particular.
13. Read the text and retell thecontents in Russian:
William Gates
Gates, William Henry, III (1955- ), American businessexecutive, chairman and chief executive officer of the Microsoft Corporation,born in Seattle, Washington. Gates cofounded Microsoft in 1975 with Paul Allen,his high school friend and partner in computer language development from 1967.Fascinated by computers by the age of 12, Gates had been involved with variousprogramming projects throughout high school. While attending Harvard in 1975,Gates teamed with Allen to develop a version of the BASIC computer programminglanguage for the MITS Altair, the first personal computer. This work on BASICfor the Altair led Gates to drop out of Harvard in 1977 to pursue full-time hisvision of «a computer on every desk and in every home,» the idea behind theMicrosoft Corporation. In the early 1980’s, Gates led Microsoft’s evolutionfrom a developer of computer programming languages to a diversified computersoftware company producing computer operating systems and applications softwareas well as programming tools. This transition began with the introduction ofMS-DOS, the operating system for the new IBM Personal Computer in 1981. Gatestook a personal role in convincing other computer companies to standardize onMS-DOS, fueling computer industry growth in the 1980’s through softwarecompatibility. Gates also pushed Microsoft toward the introduction ofapplication software such as the Microsoft Word word processing software forthe IBM-PC. A key strategic move by Gates was to agree to develop applicationsoftware for the Apple Macintosh prior to the release of the first Mac in 1984.This led to a strong position for Microsoft in applications that take advantageof the graphical user interface (GUI).
Much of Gates’ success rests on his ability to translatetechnical visions into market strategy, and to blend creativity with technicalacumen. His willingness to bet on new technologies such as Microsoft Windows,Windows NT, and workgroup applications has paid off in keeping Microsoft at theforefront of computer hardware and software evolution.
Unit6
Grammar:1. Perfect Tenses.
2. Подчинительныесоюзы и союзные слова.
3. Побудительныепредложения.I. Language Practice
1. Practise the fluent reading andcorrect intonation:
Exö cuseme, (please). öPardon me. `Sorry to… (in`trude, inter`rupt, inter`fere). `Look (öhere!) I say… (Say). `Just a ö minute! ö Hi! ö Hey!ø Yes?øWell? `What ö isit? `What can I ödo for you? `What do you ö want? ø What? öSorry! `No `need to be ö sorry. `Sorry to ötrouble (`bother) you! It’s no ö trouble at ö all. Ex`cuse myötroubling you. `No `trouble at ö `all. I `beg your öpardon! `No `pardon öneeded! I `beg ö`yours. I `beg your `pardon for `being ö late. `Better ø latethan ö`never. I must aöpologize.You öneedn’t. Why öshould you? It’s `nothing to ö speak of. It’s `unforögivable!It’s `unö`pardonable!
2. Listen to the speaker; read andmemorize the following words and phrases:
1. to distribute — распределять, размещать
2. to market — продавать, сбывать
3. equipment — оборудование, оснащение
4. to shop — делать покупку в магазине
5. leisure — досуг, свободное время
6. a retailer — розничный торговец
7. overhead(s) — накладные расходы
8. a wholesaler — оптовик, оптовый торговец
9. quantity — количество
10. to bypass — обойти
11. trend — тенденция
12. to call for — предусматривать
13. preselling — реклама до поступления в продажу
14. department store — универсальный магазин
15. discount stores (houses) — магазины учененных товаров
16. chain stores [tein] — (амер.) сеть розничных магазинов цепного подчинения
17. ownership — владение, право собственности
18. vending machines — торговые автоматы
Text. Distributing the Product
Some products are marketed most effectively by directsale from manufacturer to consumer. Among these are durable equipment-forexample, computers, office equipment, industrial machinery and consumerspecialties such as vacuum cleaners. The direct marketing of products such ascosmetics and household needs is very important.
Direct marketing by mail has been expanded to virtuallyall types of products and services. Working people find it easy to shop intheir leisure hours by catalog because catalogs generally contain extensiveproduct information. For retailers, the use of catalogs makes it possible to dobusiness considerably beyond their usual trading area and with a minimum ofoverhead. Also important are credit cards, which have made it relatively easyto purchase by mail or telephone even such high-priced items as appliances,electronic equipment, and cameras. At least half the nation’s 50 leadingcorporations have mail-order divisions.
Television is a potent tool in direct marketing becauseit facilitates the demonstration of products in use. Also carving its own nicheis telephone marketing, called telemarketing, a technique used in selling tobusinesses as well as to consumers. Most consumer products, however, move fromthe manufacturer through agents to wholesalers and then to retailers,ultimately reaching the consumer.
Wholesalers distribute goods in large quantities,usually to retailers, for resale. Some retail businesses have grown so large,however, that they have found it more profitable to bypass the wholesaler anddeal directly with the manufacturers or their agents. Wholesalers firstresponded to this trend by adapting their operations so that they moved fasterand called for a lower margin of profit.
Retailing has undergone even more change. Intensive preselling bymanufacturers and the development of minimum-service operations, for example,self-service in department stores, have drastically changed the retailer’s wayof doing business. Supermarkets and discount stores have become commonplace notonly for groceries but for products as diversified as medicines and gardeningequipment. More recently, warehouse retailing has become a major means ofretailing higher-priced consumer goods such as furniture, appliances, andelectronic equipment. Chain stores-groups of stores with one ownership-andcooperative groups have also proliferated. Special types of retailing, forexample, vending machines and convenience stores, have also developed to fillmultiple needs.
II. Exercises onthe Text:
3. Give Russian equivalents to:
direct sale from manufacturer to consumer; durableequipment; consumer specialties; household needs; direct marketing by mail;usual trading area; high-priced items; mail-order divisions; also carving its ownniche; for resale; to call for a lower margin of profit; to undergo even morechange; self-service;have drastically changed; warehouse retailing;higher-priced consumer goods; to fill multiple needs.
4. Compose the questions, using thefollowing words:
1. products, are, what, by direct sale, marketed?
2. it, who, easy, to shop by catalog, finds’?
3. have, what, relatively, it, easy, by mail or telephone,made, to purchase?
4. leading corporations, have, how many,mail-order-divisions?
5. television, why, is, direct marketing, a potent tool,in?
6. is, telemarketing, what?
7. grown, why, so large, some retail business, have?
8. wholesalers, how, to this trend, did, first, respond?
9. undergone, even more change, has, retailing?
10. become, more recently, has, a major means of retailinghigher-priced consumer goods, what?
III. Grammar Exercises
ActiveVoicePerfect Tenses have
ParticipleII(V3) Time Markers Present Perfect have (has) built ¬¾´¾¾½¾¾® Past Perfect had asked ¬¾´¾¾´¾½¾® Future Perfect shall (will) have ¬¾½¾´¾¾´¾®
5. Read the sentences with adverbs offrequencyI’ve never seen this film. We’ve just taken his book. You’ve often come here. They’ve already done their work. We’ve not yet charged a price. Have you ever been to the Crimea.
Read the same in the 3rd person singular.
6. Translate the following sentencespaying attention to the different usage of Perfect Tenses:
1. Economic monopolies have existed throughout much ofhuman history.
2. The success of specialized marketing developments hascaused many older organizations to revise their operating methods.
3. Keynes’s ideas have profoundly influenced the economicpolicies of many governments since World War II.
4. The Titanic had already gone down when another shiparrived.
5. Some passengers had been in the icy water for hours whenthey were saved.
6. When another ship arrived, about 1500 people had alreadylost their lives.
7. Ecological concerns will have affected product designand marketing.
8. By the end of the year the company will have signed thiscontract.
9. Who will have finished first?
10. How much will they have won?
7. A manager went away on business. Heleft of things to be done. He is back now. Arrange a conversation between himand one of his employees. Study the list. Follow the model.
The list of things to be done:
1. Contact the joint-stock company P-A.
2. Send a telex to Lamberton Robotics.
3. Telephone Mr. Green.
4. Sign the contract for the delivery ofequipment.
5. Take the customer’s representatives to theplant.
6. Take part in the talks with the Britishcustomer.
Model:
A. Have you telephoned Mr. Green?
B. Yes, I have.
A. When did you telephone him?
B. I telephoned him last week.
A. That’s good /fine/ O.K.
Use of the verb «let».Our teacher never let us speak Russian at English lessons. = разрешает
Let me (us) do it.
Let’s (let us) speak only English.
Let them know about it.
Let the cat out.
= позвольте
= давайте
= дайте
= выпустите
Let them understand their mistakes.
Let her speak English. = пусть
8. Complete the sentences:
1. Let’s increase...
2. Let me determine...
3. Let me supervise...
4. Let her discuss...
5. Let the wholesalers...
6. Let the small retailers...
9. Translate the following sentences:
1. When he comes to the office he will call thecompany.
2. We’ll get in touch with them as soon as thegoods are delivered.
3. We will clear up the point before he leaves.
4. He couldn’t come to the lecture because he wasill.
5. He walked slowly for he was not in a hurry.
6. As there were no more questions the chairmanthanked the reporter for his interesting report.
7. They thought that the bell had rung.
10. Form nouns with the help of thesuffixes:
-ant: to emigrate,to dominate, to consult, to participate, to account.
-ese: China,Japan, Sudan.
— ian|-an: statistics, Russia, America, Hungary, Bulgaria, Brazil.
11. Translate English jokes:
Afamous Hungarian physicist had just finished reading his scientific paper. Itwas the first time he had ever made a report in English. After he had finishedan American physicist came up to him.
«Say, in what language did you read your paper?»
«Didn’t you understand that?»
«Well, yes, of course. But why did you put in so manyEnglish words?»
12. Read the text and retell thecontents in Russian
Text.Territorial and Administrative Division of Government in the United Kingdom
InGreat Britain the county, or shire, is the principal subdivision of the countryfor political, administrative, judicial, and other purposes. Counties are usedin England and Wales but have been replaced by other administrative units inScotland and Northern Ireland.
Before the Norman Conquest of the 11th century, thechief unit of local government in England was the shire, which had originatedin the Saxon communities of the 5th century. Each shire was ruled byan ealdorman (alderman), but after the 11th century his functionswere taken over by the shire-reeve, or sheriff, who was appointed by the king.By the 14th century a county court, composed of several justices ofthe peace, or magistrates, had developed to help the sheriff administer thecounty. Over the centuries these crown-appointed magistrates gradually becamethe primary administrators of counties. Each county also became theconstituency for the elections of knights of the shire, or county members ofParliament.
This system of county government, with centrallyappointed justices of the peace holding legislative, judicial, and executivepowers, became inadequate in the 19th century as the suffrage wasextended, government services expanded, and industrial cities continued togrow. To remedy this undemocratic system, the Local Government Act of 1888established county councils, with members elected by local residents, to takeover the legislative and executive duties of the magistrates. The act alsoreplaced the historic counties with new administrative counties, which oftenhad different boundaries. The act also created about 60 county boroughs; thesewere cities that were given county powers in order to better provide localgovernment services.
The Local Government Act of 1972 reorganized the countysystem again; 47 new counties contained all urban as well as rural areas intheir boundaries, and each county was subdivided into several districts, whichnumbered almost 300 in all. A British county provides police and fire services,education, social-welfare services, public transport, traffic regulation,consumer protection, libraries, and some highways and parks. The county councilis the general governing board of a county; it is a large body, with 50 to 100popularly elected members, and much of its basic administrative work isdelegated to committees.
Outside the United Kingdom, the system of countygovernment was adopted, with variations, in most of the countries settled fromBritain. In Canada, however, the county system never became universal; where itexists, the county councils are generally much smaller than in England. NewZealand has had county councils since 1876. In Australia the administrativeunit is generally called the shire, though the name county is used for largerareas.
(From the Encyclopaedia)
Unit7
Grammar:1. Participle I (Present Participle Active).
2. Continuous Tenses.
3. Безличныепредложения с местоимением it.
4. Особые случаиобразования множественного числа существительных.I. Language Practice
1. Practise the fluent reading andcorrect intonation:
øWell… `Let me ösee… `Let me öthink… By the ø way… They ø say… øFirst. `First of ø all… In `my oøpinion… To `mymind… To `tell the ø truth… I `don’t quite öfollow you. It’s `not to the ö point. `Keep to the öpoint. `Generally ø speaking… As `far as I ø know… As to øme… In ø fact…The matter ø isthat… In `any ø case… `Go aöhead. On the ø onehand… On the ø other hand… Above ø all… Let’sget down to… To `sum it ø up… `On the ø whole… `Allin øall… `After øall… In `short… `That exö plains it. Let’s round ö off.
2. Listen to the speaker; read andmemorize the following words and phrases:
1. responsibility — ответственность
2. similar — подобный
3. speciality [`speclti] — амер. специальность
4. human — человеческий
5. issue — вопрос
6. manufacturing personnel — производственный персонал
7. schedule [`edju:l]- инвентарь, график
8. raw materials — сырье
9. smoothness — бесперебойность, плавность
10. assets — средства, фонды
11. excessive inventories — чрезмерные запасы
12. sacrificing — недостаточный, убыточный
13. delivery — поставка
14. advantage — преимущество
15. current cost — текущие издержки
Text. Production Management THE«FIVE M'S»
Operationsmanagement (known in industry as production management) is a responsibilitysimilar in level and scope to other specialties such as marketing and to humanresource and financial management. In manufacturing operations, productionmanagement includes responsibility for product and process design, planning andcontrol issues involving capacity and quality, and organization and supervisionof the workforce.
Production management's responsibilities are summarizedby the «five M's»: men, machines, methods, materials, and money.«Men» refers to the human element in operating systems. Since thevast majority of manufacturing personnel work in the physical production ofgoods, «people management» is one of the production manager's mostimportant responsibilities.
The production manager must also choose the machines andmethods of the company, first selecting the equipment and technology to be usedin the manufacture of the product or service and then planning and controllingthe methods and procedures for their use. The flexibility of the productionprocess and the ability of workers to adapt to equipment and schedules areimportant issues in this phase of production management.
The production manager's responsibility for materialsincludes the management of flow processes-both physical (raw materials) andinformation (paperwork). The smoothness of resource movement and data flow isdetermined largely by the fundamental choices made in the design of the productand in the process to be used.
The manager's, concern for money is explained by theimportance of financing and asset utilization to most manufacturingorganizations. A manager who allows excessive inventories to build up orwho achieves level production and steady operation by sacrificing good customerservice and timely delivery runs the risk that overinvestment or high currentcosts will wipe out any temporary competitive advantage that might have beenobtained.
II. Exercises onthe Text:
3. Give English equivalents to:
подобная по уровню и объему; человеческие ресурсы иуправление финансовой деятельностью; вопросы, включающие производственныемощности и качество; ответственность за управление произ-водством; подавляющеебольшинство; «взаимоотношения с людьми»; методы и действия для ихиспользования; гиб-кость производственного процесса; как физические, так иинформационные; плавность движения ресурсов и посту-пления данных; временноеконкурентное преимущество.
4. Answer the following questions:
1. What is operations management?
2. What does production management include in manufacturingoperations?
3. What are the «five M’s»?
4. Why is «people management» one of the productionmanager’s most important responsibilities?
5. How must the production manager choose the machines andmethods of the company?
6. In what phase of production management the flexibilityof the production process is an important issue?
7. What does the production manager’s responsibility formaterials include?
8. How is the manager’s concern for money explained?
9. What manager runs the risk?
10. Will high current costs wipe out any temporarycompetitive advantage? III. Grammar Exercises
ing — forms noun adjective gerund participle I (pricing) (managing) (delivering) (smb. working)
ActiveVoice
Continuous Tenses
(Progressive) be
Participle I
(verb + ing) Time Markers Present Continuous am, is, are building ¬¾¾¾Ì½É¾¾¾® Past Continuous was, were asking
¬¾Ä¾¾½¾¾®
¬¾8¾½¾® Future Continuous shall (will) be
¬¾¾¾½¾¾Ä®
¬¾8¾½¾®
5. Write down the following verbs in theform of Participle I.
1. to manage, to know, to include, to involve, to refer,to operate, to work, to select, to control, to plan, to determine, to explain,to finance, to get, to study, to write, to persuade, to increase, to die.
6. Translate the following sentencesinto Russian paying attention to the functions of Participle I:
1. Marketing concentrates primarily on the buyers, orconsumers, determining their needs and desires, educating them, developingstrategies to persuade them to buy.
2. For retailers, the use of catalogs makes it possible todo business considerably beyond their usual trading area.
3. The whole month I was working hard. We were auditingaccounts of a joint venture.
4. The State Tax Service in Russia is a new organizationbut its role is becoming very important because more and more new businessesare appearing in the country.
5. The majority of corporations are small, differing littlein their characteristics from other forms of business.
6. An Italian delegation arrived yesterday. At 9 we weremeeting the delegation at the airport, at 12 we were having lunch, at 2 we werediscussing the contract.
7. Those who interpret the voting incorrectly, producingtoo much or too little, or charging a price that is too low, do not earnprofits.
8. At least half the nation’s 50 leading corporations havemail-order divisions.
9. You phoned at 9.15, didn’t you? We were discussing ourbusiness plan at that time.
10. Also carving its own niche is telephone marketing.
sunny rainy frosty cloudy
/>
and hot and foggy and snowy and windy
7. Look at the pictures. Ask and answerthe question as in the model:
Model: A.What’s the weather like today?
B. It’s hot and dry.
8. Read the dialogue and make up yourown dialogue:
A. Look, Ann, is it cold outside?
B. I think it’s not cold. It’s warm.
A. What’s the temperature today?
B. It’s 4 below zero.
A. Let’s go to the scating-ring.
B. I’m sorry, I’m busy.
A. What a pity!
Образование множественного числа существительныхгреческого и латинского происхождения.Единственное число Множественное число datum[`deitcm] данная величина data [`deitc] addendum[c`dendcm] добавление addenda [c`dendc] erratum[i`reitcm] ошибка (опечатка) errata [i`reitc]
memorandum
[memc`r ndcm] меморандум
memoranda
[memc`r ndc] phenomenon[fi`n]mincn] явление phenomena [fi`n]minc] criterion[krai`ticricn] критерий criteria [krai`ticric] basis[`beisis] базис bases [`beisi:z] crisis[`kraisis] кризис crises [`kraisi:z] analysis[c`n lisis] анализ analyses [c`n lisi:z] thesis[`i:sis] диссертация theses [`i:si:z] stimulus[`stimjulcs] стимул stimuli [`stimjulai] index[`indcks] индекс, indexes [`indckscs] указатель indices [`indisi:z] apparatus[cpc`reitcs] аппарат apparatus [cpc`reitcs]
9. Read the text and retell it inRussian:
Science and Technology in Britain
Since the first artificial splitting of the atom atCambridge, in 1932, by Sir John Cockcroft and Dr. E. T. S. Walton, Britain'snuclear scientists have made continuous progress in harnessing atomic energy.Today eight commercial nuclear power stations are supplying electricity forfactories and homes and others are being built. Some of Britain's topscientists are engaged in space research on projects such as upper atmosphereprobes with British-built rockets at Woomera, Australia, and inwork onsatellite communications. Others are making vital discoveries in the laboratoryinto the very nature of life itself.
Britain is pre-eminent in radio astronomy and in manyfields of electronics including miniaturisation. one of the most importantfactors in the electronics revolution, and in radar for marine and aviationpurposes. Much basic work was done in Britain on electronic computers. Britishadvances in medicine include penicillin and other antibiotics, such ascephalosporins, heart-lung machines, a new anti-viral agent, Interferon, ofgreat potential value and many other important developments in the treatment ofdisease.
British contributions to science include many greatdiscoveries linked with famous names — Sir Isaac Newton (theory ofgravitation), Robert Boyle («the father of modern chemistry»),Michael Faraday (whose discoveries gave rise to the electrical industry), andHenry Cavendish (properties of hydrogen). In the present century — J. J.Thomson, Lord Rutherford and Sir James Chadwick (basic work on nuclearscience), Gowland Hopkins (the existence of vitamins), Sir William Bragg (X-rayanalysis), and many others. Medicine owes much to such pioneers as WilliamHarvey (circulation of the blood), Edward Jenner (vaccination), Joseph Lister(antiseptics). Sir Ronald Ross (who proved the relation between malaria andmosquitoes).
Since 1945 there have been 27 British scientists whohave received international recognition for their work by gaining Nobel awards.There are over 200 learned scientific societies in Britain. In ten yearsBritain has doubled her total number of qualified scientists.
10. Translate English jokes:Which of You Three?
A. — Hallo? Is that Ted Wells?
B. — Yes. Who is speaking?
A. — Sam.
B. — Who? I don’t hear.
A. — I say Sam: Sid, Ada, Mary. Do you hear?
B. — Yes, I do. But which of three is speaking?
¾ T T T¾
Mother: Well, what is Mary doing?
Jane: Well, if the ice is as thick as she thinks, sheis skating, but if the ice is as thin as I think, she is swimming.
Unit8
Grammar:1. Правила согласования времен. Косвенная речь.
2. Future-in-the-Past.
3. Бессоюзныеопределительные предложения.
4. This-these,that-those как заменители ранее стоящего существительного.
I. LanguagePractice
1. Practise the fluent reading andcorrect intonation:
`Areyou `going to the ø shop?
ö Yes,I ö am. ö No,I am ö not.
`Areyou `waiting for a ø taxi or for a ö bus.
Iam `waiting for a öbus.
`Whatare you ödoing?
Iam `reading a ömagazine.
`What`magazine are you öreading?
Iam `reading an `English ö magazine.
`Whereare you ögoing?
Iam `going to the ötheatre.
`Whois `going to the theatre ö with you?
My`friend ö is.
`Whyare you sitting öhere?
I’m`sitting öbecause I’m ötired.
`Whatwere you `doing when I `came ö in?
Iwas `looking for my `new ö slides.
2. Listen to the speaker; read and memorizethe following words and phrases:
1. hardware store — магазин скобяных товаров
2. sophomore [`s]fcm]:] — студент-второкурсник
3. stock — склад
4. job market — рынок труда
5. supervisor — контролер
6. employee [/empl]i`i:]- служащий
7. inventory — инвентаризация
8. skill — умение, практический опыт
9. to hint — намекать
10. establish — основывать
11. loan — кредит
12. labor coast — издержки на оплату рабочей силы
13. in the long run — впоследствии
14. promotion — продвижение по службе
15. incentive — стимул
TextA. How Competition Benefits Us All.
In a competitive market, producers constantly strive toreduce their production costs as a way to increase profits. The increasedefficiency that allows them to reduce their costs also enables producers to selltheir goods at a lower price. Thus, by promoting efficiency, competition leadsto lower prices.
Competition also motivates producers to improve thequality and increase the variety of goods and services. Consumers soon learnwhich brand offers the best value, and that firm will earn greater profits thanits competitors. Similarly, producers in a competitive market must constantlylook for new and attractive goods and services to win a larger share of themarket.
As firms compete for consumer’s dollar in a market,their efforts lead to the production of a variety of better-quality products atthe lowest possible prices. And since we are all consumers, it follows thatcompetition benefits us all.
Text B. Competition in ManyMarkets: An Example.
On weekends during the school year and in the summer,David Scott works in a small local hardware store. When he began his job, as asophomore, he was a stock clerk, and he thought himself lucky to have any job.Each year there had been a lot of competition for jobs in his city, especiallyin May and June when college students entered the local job market. In thespring of his senior year David decided to be more selective about where heworked and how much he earned. He decided to ask his boss for a raise to becomea supervisor of the younger employees at the store.
He told his boss that since he learned thecomputer-assisted inventory and ordering system and other special skills he wasmore valuable, and should be paid accordingly. He hinted that he might seekemployment elsewhere. Another store in town was advertising for someone withhis skills.
David’s boss, Jay Richards, the entrepreneur who hadestablished the small hardware store two years earlier, faced competition everyday. Since starting his business, he had been in competition with other buyersand sellers in the marketplace. He competed with other buyers when he purchasedthe land for his store. He competed with other borrowers when he applied forhis bank loan. He competed every week for the best deals on the goods he boughtfrom his wholesalers. Jay knew that he also had to compete for customers withother hardware stores.
One of his major expenses was labor. He had to keep hislabor costs down to meet his other expenses and earn a profit. He knew thatDavid would cost him more, but he decided to pay him the higher wage becauseDavid had acquired skills that made him more productive. Jay reasoned thatDavid’s experience and knowledge would help the business to save money in thelong run.
Supply and Demand.
David was also free to sell his labor somewhere else. Hecould have competed with others for another job. From the newspaper ad he knewat least one other job was available. Maybe there were others. He wasn’t sure.He also wasn’t sure about the supply of other workers with his skills. Hewondered whether he would get the raise and promotion if there were lots ofpeople who could do the job.
David’s boss was also free to interview and hire otherworkers. In their own ways David and Jay were both trying to get what eachthought would be best. They were competing.
Profit Motive and Competition.
Competition drives Jay Richards to do what he can toreduce costs and increase sales in order to increase profits. Of course, hiscompetitors will be doing this too. They also want to earn the greatestprofits. The profit motive (the efforts to maximize profits) is freeenterprise’s most important incentive.
II. Exercises onthe Text:
3. Text A. Give English equivalents to:
производители пытаются сократить издержки производства;дает возможность производителям продавать свои товары; путем повышенияэффективности; конкуренция побуждает производителей; эта фирма получит большуюприбыль; искать новые и привлекательные товары и услуги; конкуренция приноситпользу всем нам.
4. Text B. Ask questions for theseanswers (work in pairs):
1. David Scott usually works on weekends during the schoolyear in summer.
2. He was a stock clerk.
3. It was in May and June because college students enteredthe local job market.
4. He was going to become a supervisor of the youngeremployees at the store.
5. He learned the computer-assisted inventory and orderingsystem and other special things.
6. Another store in town was advertising for someone withhis skills.
7. He had established the small hardware store two yearsearlier.
8. He had been in competition with other buyers andsellers.
9. When he purchased the land for his store.
10. Yes, he did. He competed with other borrowers.
11. Yes, he did. He knew that he also had to compete forcustomers.
12. Because David had acquired skills that made him moreproductive.
5. Combine the words into sentences.Translate them into Russian.
1. could, his labor, David, else, sell, somewhere.
2. one other job, knew, from the newspaper ad, he, wasavailable, at least.
3. who, there, many people, were, the same job, do, could.
4. entrepreneurs, always, and, competing, employees, are.
5. wanted, to reduce, in order to increase, Jay Richards,costs, and, profits, increase sales.
6. incentive, the profit motive, most important, is free,enterprise’s.
III. GrammarExercises
1. I hope your friend will come and see us on Sunday.
2. I hoped...
3. This statistician thinks he will get the latest data.
4. This statistician thought...
5. My friend is sure his profession is better than mine.
6. My friend was sure...
7. I think they televise international economic events.
8. I thought...
9. The manager believes that the work was done thoroughly.
10. The manager believed… and so he didn’t check ithimself.
11. Mother was sure that her son made good progress at theinstitute.
12. Mother was sure… since the holiday.
13. We are afraid the firm won’t earn great profits.
14. We were afraid...
15. I am happy they call me up now and then.
16. I was happy...
7. Translate the following sentencespaying attention to the Sequence of Tenses:
1. I asked Mr. Olegov where he lived.
2. He said that he lived in Moscow.
3. He told me that he worked at a large plant and describedwhere the plant was.
4. I told him that I knew the plant because I had workedthere for about two years.
5. I said that I didn’t work there any longer because I wasstudying at the Institute of Finance and Economics.
6. Mr. Olegov asked me if I knew the economists working atthe plant.
7. I told him that I knew most of them.
8. He told me that the plant had greatly increased itsproduction and was producing almost three times more goods than four years ago.
9. The other day the manager was asked if he wouldintroduce the new machine constructed by one of the workers with the help ofthe engineers.
10. He answered that he would do it as soon as the testswere completed. Indirect Speech. Indefinite Continuous Perfect Prefect Continuous Главное предло-жение
write
пишет (вообще) am writing пишет (сейчас)
have written
написал (уже)
have been writing
пишет (уже сейчас) Present ¯ ¯ ¯ ¯ Past He said (that)
wrote
пишет
was writing
писал (вчера в 7 часов)
had written
написал вчера к 7 часам)
had been writing
писал (вчера уже 3 часа, когда...) Past
¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾®
¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾¾® Он сказал (что)
shall/will write
напишет (завтра)
will be writing
будет писать (завтра в 7 часов)
will have written
напишет (завтра к 7 часам) will have been writing будет писать (завтра уже 3 часа, когда...) Future ¯ ¯ ¯ ¯ would write would be writing would have written would have been writing Future-in-the-Past
Приобращении прямой речи в косвенную происходит следующая замена наречий места,времени и указательных местоимений.Direct Speech Indirect Speech
now сейчас
then тогда
here здесь
there там
this, these это, этот, эти
that/those тот, то, те
today сегодня
that day в этот день
tomorrow завтра
(the) next day, the following day на следующий день
yesterday вчера
the day before, the previous day накануне
next week/year на следующей неделе/на будущий год
the next week/ year на следующей неделе/в следующем году
last week на прошлой неделе
the previous week за неделю до
last year в прошлом году
the year before за год до Special QuestionsDirect Speech Indirect Speech He asks me, «Where do you live?» He asks (me) where I live. He asked her, «Where does your father work?» He asked her where her father worked. He asked me, «Where did your father work?» He asked me where my father had worked.