- •Unit 1 business online presentation
- •I. Read the brief, answer the following questions and translate the collocations in bold using the context and the information given below.
- •II. Match the following English and Ukrainian collocations:
- •III. Translate the following focusing on the underlined parts, analyse the transformations.
- •I. Before you read, answer the question:
- •II. Reading
- •III. Number these events in a logical sequence then read the article and check your answers, translate them.
- •IV. Read paragraphs 1 and 2 and say whether these statements are true or false.
- •V. Match the words to form partnerships that occur in paragraphs 3 and 4.
- •VI. Complete these sentences with the expressions from the previous exercise in the correct form, translate the sentences into Ukrainian. One word pair is not used.
- •VII. Read paragraph 5 and say whether the statements are true or false.
- •VIII. Find expressions in paragraph 6 that mean the following, give their Ukrainian equivalents.
- •IX. Read paragraphs 7 and 8 and complete this summary using one or two words from the article in each gap.
- •X. Roleplay the dialogue answering the questions:
- •I. Before you read, answer the question:
- •II. Reading
- •III. Read the whole article and match the following ideas to the paragraphs.
- •IV. Read paragraph 1 and find words or expressions which mean the following, give their Ukrainian equivalents.
- •V. Read paragraph 2 and say whether the statements are true or false.
- •VI. Choose the correct summary for paragraph 4. The writer says...
- •VII. Find words or expressions in paragraph 5 which mean the following, give their Ukrainian equivalents.
- •VIII. Match the words to form combinations that occur in paragraphs 6 and 7.
- •IX. Complete these sentences with the expressions from the previous in the correct form, translate the sentences into Ukrainian. One of them is not used.
- •X. Roleplay the dialogue answering the questions:
- •XI. Practise consecutive / simultaneous translation of the dialogue.
- •XII. Present your translation-oriented analysis of the article websites need to have both hard tools and soft touches using the prompts given in unit 1.
- •XII. Give the sight translation (Ukrainian-English, English-Ukrainian) of the articles.
- •Unit 1 business online translation
- •I. Watch the presentation and answer the question.
- •Unit 2 project management presentation
- •III. Translate the following focusing on the underlined parts, analyse the transformations.
- •I. Before you read, answer the questions:
- •II. Reading
- •III. Read the whole article. Who said what? Bob Fawthrop (bf), Ivor Canavan (ic), Alistair Clifford-Jones (ac), Paul Vallely (pv) or the writer of the article? Translate the quotations.
- •V. Read paragraphs 2-4 and say whether these statements are true or false.
- •VI. Read paragraphs 5 and 6 and find expressions in the text that mean the following, give their Ukrainian equivalents.
- •VII. Read paragraphs 7 and s and choose the best meaning for the words and expressions in italics in the context used in the article, translate the sentences.
- •VIII. Roleplay the dialogue answering the questions:
- •IX. Give consecutive / simultaneous translation of the dialogue.
- •X. Present your translation-oriented analysis of the article advent of the it marriage broker using the prompts given in unit 1.
- •XI. Give the sight translation (Ukrainian-English, English-Ukrainian) of the articles.
- •I. Before you read, answer the question:
- •II. Reading
- •Virtual management
- •III. Read the whole article. Number these ideas in the order they appear in the text, translate them.
- •IV. Match the verbs (1-8) with the expressions (a-h) to make word combinations from paragraphs 2 and 3 of the text.
- •V. Correct six of the verbs in these sentences, using the verbs from the previous exercise, translate them.
- •VI. Complete these sentences using expressions from paragraph 4, translate the sentences.
- •VII. Read the section entitled Managing without authority (paragraphs 6 and 7) and choose the best meaning for the words and expressions in italics in the context of the article.
- •VIII. Read the section entitled Shared leadership (paragraphs 8 and 9) and complete this summary with one one or two words from the text in each gap, translate it into Ukrainian.
- •Unit 2 project management translation
- •I. Watch the presentation and answer the question.
- •II. Give the summary of the information in Ukrainian/ Russian/ English.
- •III. Watch the cartoon.
- •IV. Give the summary of the information in English taking into consideration the given items. Translate it into Ukrainian/ Russian.
- •Unit 3 business ethics presentation
- •I. Read the brief, answer the following questions and translate the collocations in bold using the context and the information given below.
- •II. Match the following English and Ukrainian collocations.
- •III. Translate the following focusing on the underlined parts, analyse the transformations.
- •I. Before you read, answer the questions:
- •II. Reading
- •III. Read the article and number these items if the order they appear, translate them into Ukrainian.
- •IV. Read paragraph I an d fin d the meanings of the words in italics as they are used in this context
- •V. Match the word combinations from paragraph 2.
- •VI. Complete the sentences below using the word pairs from the previous exercise in the correct form, translate them into Ukrainian.
- •VII. Read paragraphs 3 and 4, are these points made by Mervyn Davies, Michael Fairey or the Association of British Insurers?
- •VIII. Find words in paragraphs 5 and 6 which have a similar meaning to these phrases.
- •IX. Use the words from the previous exercise in the correct form to complete these sentences, translate them.
- •X. Read paragraphs 7 and 8. Match the verb- noun collocations as they appear in the text, give their Ukrainian equivalents.
- •IX. Roleplay the dialogue answering the questions:
- •X. Practise consecutive / simultaneous translation of the dialogue.
- •XI. Present your translation-oriented analysis of the article business bows to growing pressures using the prompts given in unit 1.
- •XII. Give the sight translation (Ukrainian-English, English-Ukrainian) of the articles.
- •It’s Profitable to be Ethical
- •I. Before you read, answer the questions:
- •II. Reading
- •III. Read the article. According to the article, which industries and companies have done the following?
- •IV. Read paragraphs 1 and 2. Find the words and expressions which mean the following.
- •X. Practise consecutive / simultaneous translation of the dialogue.
- •XI. Present your translation-oriented analysis of the article take a good look at the local issues using the prompts given in unit 1.
- •XII. Give the sight translation (Ukrainian-English, English-Ukrainian) of the articles.
- •I. Watch the video and answer the questions.
- •II. Watch the video about the role of ethics in a complicated business world. Give the summary of the information in Ukrainian/ Russian/ English.
- •I. Read the brief, answer the following questions and translate the collocations in bold using the context and the information given below.
- •II. Match the following English and Ukrainian collocations.
- •III. Translate the following focusing on the underlined parts, analyse the transformations.
- •I. Before you read, answer the question:
- •II. Reading
- •III. Read the article. How many types of energy are referred to, and what is expected to happen to India’s consumption of each over the coming years?
- •IV. Read paragraphs 1 and 2 and Find the meanings of the words in italics as they are used in this context, give their equivalents.
- •V. Use the correct form of the words and expressions from the previous exercise to complete these sentences, translate them.
- •VI. Look at paragraph 3 and find the words and expressions which mean the following, translate them into Ukrainian.
- •VII. What do these numbers refer to in paragraphs 4 and 5?
- •VIII. Read paragraph 6 and say whether these statements are true or false.
- •I. Before you read, answer the question:
- •II. Reading
- •II. Read the article. Which paragraph(s) contain the following information?
- •IV. Read paragraph 3. Which of these disadvantages of nuclear power are not mentioned?
- •VI. Complete the sentences using one of the word combinations from the previous exercise, translate them.
- •VII. Read paragraphs 6 and 7, then replace the verbs in italics in the sentences below (a-f) with a verb or phrase from the box with a similar meaning (1-6), translate the sentences.
- •I. Watch the cartoon and fill in the blank spaces using the extra info if necessary.
- •II. Give the summary of the information in Ukrainian/ Russian/ English.
- •III. Watch the video. Give the summary of the information in Ukrainian/ Russian/ English.
- •Consultancy
- •Presentation
- •I. Read the brief, answer the following questions and translate the collocations in bold using the context and the information given below.
- •II. Match the following English and Ukrainian collocations.
- •III. Translate the following focusing on the underlined parts, analyse the transformations.
- •I. Before you read, answer the questions:
- •II. Reading
- •III. Read the article and say whether these statements are true or false, translate them.
- •IV. Read paragraphs 1 and 2 and underline the word or phrase which does not collocate in the text with the words in bold
- •V. Read paragraphs 3 to 4 and find expressions in the text that mean the same as these phrases, translate them.
- •VI. Choose the best definition for these words and expressions in italics from paragraph 5.
- •VII. Add the correct prefix or suffix to these nouns from paragraph 6.
- •VIII. Match the words from the previous exercise with their definitions.
- •IX. Match these words to make word combinations from paragraphs 7, 8 and 9.
- •X. Complete these sentences with a suitable expression from the previous exercise, translate the sentences into Ukrainian.
- •У яких випадках клієнти звертаються по допомогу в консалтингову компанію?
- •I. Before you read, answer the questions:
- •II. Reading
- •III. Who said what? The writer of the article, the mca, Bruce Tindale, Fiona Czerniawska, an anonymous client or an anonymous consultant?
- •IV. Read paragraphs 1 and 2 again. What do these figures refer to?
- •V. Choose the best definition of these wends and expressions in italics for the context in paragraphs 3 and 4.
- •VI. Find words in paragraphs 5 and 6 that mean the following in the context of the article.
- •VII. Read paragraph 7 and choose the best summary.
- •VIII. Say whether these statements about paragraphs 8 and 9 are true or false.
- •IX. Roleplay the dialogue answering the questions:
- •X. Practise consecutive / simultaneous translation of the dialogue.
- •XI. Present your translation-oriented analysis of the article a tougher outlook for britain using the prompts given in unit 1.
- •XII. Give the sight translation (Ukrainian-English, English-Ukrainian) of the articles.
- •Unit 5 consultancy translation
- •I. Watch the presentation about starting a consulting business and fill in the blank spaces.
- •II. Give the summary of the information in Ukrainian/ Russian/ English.
- •III. Read and translate the following letter.
- •IV. Watch the video, presenting the reply to the letter, and sum up the ideas on how to start a consulting business which sells to entrepreneurs.
- •V. Give the summary of the information in Ukrainian/ Russian/ English.
ДЕРЖАВНИЙ ВИЩИЙ НАВЧАЛЬНИЙ ЗАКЛАД
“ЗАПОРІЗЬКИЙ НАЦІОНАЛЬНИЙ УНІВЕРСИТЕТ”
МІНІСТЕРСТВА ОСВІТИ І НАУКИ МОЛОДІ ТА СПОРТУ УКРАЇНИ
Ю.А. ЗАЦНИЙ, C.П. ЗАПОЛЬСЬКИХ
ПРАКТИКА ПЕРЕКЛАДУ
Навчальний посібник
для студентів спеціальності
«Переклад (англійський)»
ЧАСТИНА 2
Затверджено
вченою радою ЗНУ
Протокол № 1 від
Запоріжжя 2012
УДК 811.111:81’255.4 (075.8)
ББК Ш 143.21-7
З-389
Зацний Ю.А, Запольських С.П. Практика перекладу: навчальний посібник для студентів для студентів спеціальності «Переклад (англійський)». – Запоріжжя: ЗНУ, 2012. – Частина 2. - 94 с.
Навчальний посібник складено на основі друкованих, аудіо та відеоматеріалів сфери економіки та бізнесу, що відповідають навчальній та робочій програмі з дисципліни «Практика перекладу». Зміст посібника висвітлює такі теми: «Бізнес діяльність онлайн», «Керівництво проектами», «Бізнес етика», «Енергетичні ресурси», «Консалтинг». Комплексний підхід, застосований при укладанні, забезпечує розвиток навичок різних типів перекладу, засвоєння фонових знань та знайомство з провідними тенденціями розвитку сучасного суспільства сфери економіки та бізнесу. Посібник містить лінгвокраїнознавчі відомості, тексти із сучасної англомовної та україномовної періодики, систему різноманітних вправ для розвитку навичок різних типів англо-українського та україно-англійського перекладу.
Призначений для студентів спеціальності «Переклад (англійський)».
Рецензент Р.К.Махачашвілі.
Відповідальний за випуск С.І.Прус.
Unit 1 business online presentation
I. Read the brief, answer the following questions and translate the collocations in bold using the context and the information given below.
What are the pros and cons of e-tailing? Have you got any experience of such kind?
What do the customers do on e-commerce sites?
What is meant by Web metrics?
What is the key performance indicator in e-business?
Can you describe the stages of online shopping?
What is the basic rule for reducing abandonment? Why do people disengage with the site or click off?
What do you know about the “eight-second rule”?
What does the term landing page mean? What is their purpose?
What is the meaning of ROI and CPA? Why are they important in e-commerce?
BRIEF
Ever since Jeff Bezos set up amazon.com, the world's largest bookseller, the Internet has opened up a massive consumer market for e-tailers (online retailers). The experts advise building e-business into any business plan, although smaller retailers are still nervous about e-tailing, as they often see it as a risk. Online shoppers have the idea that delivery should be immediate, apart from being extremely convenient, so if companies don't deliver until a week later, they won't get returning customers.
On an e-commerce site, where customers may browse stock, select items to fill a shopping basket or cart and then go to a virtual checkout to pay for goods. The main difference between this and a brochure site that simply displays products and company information is interactivity. When a customer is making choices on the website, this requires a more sophisticated website. Many ISPs (Internet Service Providers) have packages that can enable small businesses to host a website.
Web metrics are the numbers that tell managers what is happening in their site. Success on the web essentially means getting people to do what you want when they visit the site. This is called the target action, which is usually buying something or filling in a form. Another important consideration is whether the site's design makes it easy for people to engage in the target action. Ease of navigation is one of common complaints people have about web design.
The key performance indicator in e-business is the conversion rate: the percentage of visitors who engage in the target action, which can either be the percentage of visitors who submit a form or who buy online. The average conversion rate is 2 per cent, whereas Amazon are said to have the highest rate at about 9 percent. However, these sites have very high brand recognition, which means people already know what the site is selling before they visit.
The most important area in online shopping is the credit-card payment page. Between viewing product pages and completing the target action, the visitor ideally does something: fill in a form and hit the submit button, or submit a credit-card page. People who don't submit are said to have “abandoned”. Each form therefore has an abandonment rate.
The basic rule for reducing abandonment is to ask fewer questions. The form is primarily for having a record of potential customers so the sales team can contact them. Many companies treat contact forms as an opportunity for market research. They ask questions like “Where did you find our site?” These types of questions will be a reason for someone to disengage with the site, or “click off”. Many potential customers will also have second thoughts about buying online when they are asked to enter credit-card information.
When a visitor first arrives on a website, they quickly scan it to see if it has what they are looking for. At this time, they are a scanning visitor. Web designers also talk about the “eight-second rule”, that is, most people will allow no more than eight seconds to review a site before making a decision. Research indicates, however, that 30 seconds is more the norm. In either case, an e-tailer should make sure the core offering of its site can be conveyed in this short time.
Committed visitors are those who read more than one page or spend more than ore minute. Getting first-time visitors to stop scanning and start reading requires different design elements from selling. Successful sites will have landing pages to switch visitors from scanning to reading. A company can also analyse its web metrics results to determine the ROI (return on investment) for online advertising. A good rule of thumb is to multiply the conversion rate for visitors coming from each ad by the cost per visitor. That is the cost per acquisition (CPA). Ultimately, a business should ask itself if it can afford to spend that much to attract e-tail consumers and get online sales.
Extra info
Online shopping or online retailing is a form of electronic commerce whereby consumers directly buy goods or services from a seller over the Internet without an intermediary service. An online shop, e-shop, e-store, Internet shop, webshop, webstore, online store, or virtual store evokes the physical analogy of buying products or services at a bricks-and-mortar retailer or shopping centre. The process is called business-to-consumer (B2C) online shopping. When a business buys from another business it is called business-to-business (B2B) online shopping. The largest online retailing corporations are EBay and Amazon.com, both are US-based.
A web hosting service is a type of Internet hosting service that allows individuals and organizations to make their website accessible via the World Wide Web. Web hosts are companies that provide space on a server owned or leased for use by clients, as well as providing Internet connectivity, typically in a data center. Web hosts can also provide data center space and connectivity to the Internet for other servers located in their data center, called collocation, also known as Housing in Latin America or France.
The scope of web hosting services varies greatly. The most basic is web page and small-scale file hosting, where files can be uploaded via File Transfer Protocol (FTP) or a Web interface. The files are usually delivered to the Web "as is" or with minimal processing.[1] Many Internet service providers (ISPs) offer this service free to subscribers. Individuals and organizations may also obtain Web page hosting from alternative service providers. Personal web site hosting is typically free, advertisement-sponsored, or inexpensive. Business web site hosting often has a higher expense.
The term target–action design paradigm refers to a kind of software architecture, where a computer program is divided up into objects which dynamically establish relationships by telling each other which object they should target and what action or message to send to that target when an event occurs. This is especially useful when implementing graphical user interfaces, which are by nature event-driven.
In internet marketing, conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators. Conversion Rate = Number of Goal Achievements / Visits
Successful conversions are interpreted differently by individual marketers, advertisers, and content creators. To online retailers, for example, a successful conversion may constitute the sale of a product to a consumer whose interest in the item was initially sparked by clicking a banner advertisement. To content creators, however, a successful conversion may refer to a membership registration, newsletter subscription, software download, or other activity that occurs due to a subtle or direct request from the content creator for the visitor to take the action.
Abandonment rate is the percentage of people that start down the funnel (conversion process) but do not complete it. Its basically the exact opposite of the funnel’s conversion rate…For example, yesterday for your Goal 1 (XXX) you had a 63% abandonment rate. If you look at the funnel for that goal you’ll see a 37% completion rate. 37 + 63 = 100%.
Abandonment can also be used to analyze dropoffs between stages in a process. For your lead gen site the funnel is pretty short. Its basically: step 1 – go to the form page, step 2 – fill out the form. For e-commerce sites though there might be 7 or 8 steps between when you add a product to your cart and ultimately check out. Its helpful b/c you can see if one step has a huge dropoff, then you fix that step and make it easier to use or what have you.
In online marketing a landing page, sometimes known as a "lead capture page" or a "lander", is a single web page that appears in response to clicking on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link. Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales leads. By analyzing activity generated by the linked URL, marketers can use click-through rates and Conversion rate to determine the success of an advertisement.
There are two types of landing pages: reference and transactional. A reference landing page presents information that is relevant to the visitor. A transactional landing page seeks to persuade a visitor to complete a transaction such as filling out a form or interacting with advertisements or other objects on the landing page, with the goal being the immediate or eventual sale of a product or service.
Cost per acquisition (CPA) is another word for cost per action and is used interchangeably with this term. CPA measures the advertiser’s per conversion cost from start to finish, from the inclusion to the search engine results to creating interesting landing pages that grab the attention of the visitor. This means cost per acquisition measures how much it costs in advertising to convert one person from a visitor to a client for the company. Advertisers prefer this type of paid inclusion, because they are only paying for when the desired outcome is achieved. The desired outcome of a conversion is generally a purchase from the advertiser, or a form being filled out by a visitor so that the visitor’s name and email address can be added to a list of potential clients.