Реферат: 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

 conform - соответствовать

financial markets – финансовый рынок

exchange rates – курс обмена

currencies - валюта

restrictions - ограничения

 contributing – способствовать, делать вклад

 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


__________________________________?

It is globalization.

__________________________________?

Yes, the amount of money and moving and goods moving between the countries has been rising steadily.

__________________________________?

Yes, trade barriers across the world have been lowered.

__________________________________?

It has shifted from individual governments to the markets.

__________________________________?

Yes, governments are free to set their own economic policies.

__________________________________?

It showed that financial markets control national economies.

__________________________________?

It began in the early 70s, when the system of fixed exchange rates, set up after World War II, stopped functioning.

__________________________________?

This meant that the value of currencies would now be determined by the markets instead of individual governments.

__________________________________?

By 1990.

__________________________________?

These are new communications technologies, and better transportation systems.

__________________________________?

These let companies grow into multinationals-producing goods on one side the planet and selling them on the other.

__________________________________?

Yes, adjusting to the new “economic order” is rather difficult.

_________________________________?

Yes, it is facing widespread resistance.

__________________________________?

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.

_________________________________?

It would mean complete freedom of movement of goods and services, capital and labour.

________________________________?

It is the lack of labour mobility.


^ 2. Complete these word combinations with verbs. They all appear in the text


to________widespread resistance.

to________ trade barriers across the world.

to________ an effect

to________ economic policies

to________ to the new “economic order”

to________ national economies

to________ to a global economic model

to________ to the rise of globalization

to________ into multinationals

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


Free movemist of capital “at the touch of a button”. This is the fuel of________ in all its forms.

Trade liberalization, with the lowing of________ barriers.

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


to__________products

to__________competitive

to __________on achievements of Russian science

to __________on a number of factors

to __________to powerful states

to___________in natural resources

to___________a competitive edge

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


to ___________worries

to ___________water

to ___________cars

to ___________resources

to____________pollution

to____________on the government

to____________to destruction

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?


Do you believe that free markets and consumerism can spread democracy and stability to all corners of the globe?

Is consumerism typical of Russia?

Do we have traditions of consumerism?

Do you agree with the statement that the wealth of the country depends not on its resources but on the government?

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


to___________________ the dominance of the G7

to___________________ global trade negotiations

to___________________ a number of recommendations

to___________________ a dangerous polarization

to___________________ number one

to___________________ benefits

to___________________ worldwide markets for drugs and arms

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




Illegal trade in drugs $500 billion a year.

The__________________ of the Metro shops is one of the biggest retailers in the world.

In order to bring Russia's financial system closer to international standards, rules on capital _______________ should be changed.

__________________ wealth of the world's three richest families is greater than the_________________ income of 600 million people in the least developed countries.

__________________ with the European Union concerned investments in Russian economy.

If a business is growing fast, it is_______________. The corresponding noun is_______________________.

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.

There are different ways of advertising:

Newspapers

Television

Direct mail

Radio

Magazines

Outdoor signs

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

Novelties- 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 attent