I. Guess the meaning of international words:

classical, theory, phenomenon, lens, associated with,

coherent, electromagnetic, to demonstrate, effect, photoelectric,

photon, quantum, communication, era, manipulation, holography,

process, complex, binary, to concentrate.

II. Give the Russian for:

wave motion, particle theory of light, image-forming

properties, wave theory of light, radiant energy, present-day

view, manipulation of content, give rise, significant advances,

highly directional, notable application, data storage.

III. Put in preposition where necessary:

1. Optics is concerned ... the genesis and propagation of light.

2. Physical optics deals ... the nature and properties of light

itself.

3. ... the end of the century. Christian Huygens provided ... a

mechanical explanation of reflection and refraction.

4. Two major developments ushered ... a new era in optics.

5. Geometrical optics has to do ... the principles that govern

... the image-forming properties ... devices that make use ...

light.

6. Newton's views came to dominate ... scientific thought ...

more than a century.

IV. Say the following in one word:

discrete energy units

minute light particles

light of a single frequency

a two-step coherent image-forming process

V. Answer the questions:

1. What is optics?

2. What are two major branches of optics?

3. When were the foundations of the science established?

4. Who succeeded in deriving the law of refraction?

5. When was a mechanical explanation of reflection and refraction

of light provided?

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6. Whose views came to dominate scientific thought for more than

a century?

7. What theory is considered the foremost achievement of classical

optics?

8. When was the groundwork for modern optics laid?

9. What is Albert Einstein’s contribution in the present-day

view on light?

10. What developments ushered in a new era in optics?

VI. Give a short summary of the text using the questions

beyond as a plan.

VII. Read and comment on the statements:

1. The laser provided an ideal tool for optical data processing

and communication.

2. The laser has proved to be a very efficient means of

transmitting audio and video information.

VIII. Translate the text using a dictionary:

The manipulation of the content of an image by means of

optical systems using coherent light (i.e., light of a single

frequency or colour in which all the components are in step with

each other) became a subject for serious study in the 1950s. The

laser provided an ideal tool for optical data processing and

communication. It gave rise to significant advances in

holography, a two-step coherent image-forming process in which an

intermediate record is made of the complex optical field

associated with an object. One of the more notable applications

of holography in the area of optical information processing is

binary data storage and retrieval.

The laser has proved to be a very efficient means of

transmitting audio and video information (e.g., telephone

conversations and television programs). It is superior to

ordinary electronic transmitters for several reasons. Because the

frequency of laser light is appreciably higher than that of radio

waves, for example, a laser beam can carry substantially more

information. Furthermore, since a laser beam is highly

directional, it is able to transmit information with very little

interference and over long distances.

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MANAGEMENT

Word list

managerial    управленческий

in terms of   с точки зрения

to be responsible for    отвечать за что-либо

to carry out   выполнять

decision    решение

to supervise руководить

profit-making коммерческий, рентабельный

marketing management менеджмент маркетинга,

управление маркетингом

a concept понятие

to cover охватывать

sales продажи

consumer requirements изучение потребительского

research рынка, изучение потребителей

to look beyond заглядывать вперед

a long-term strategy долгосрочная стратегия

to evaluate оценивать

opportunities возможности

to select выбирать

objectives цели, задачи

sales volume объем продаж

market share доля рынка

profitability     рентабельность, выгодность

innovation     новшество

Product Life Cycle    жизненный цикл товара

(продукта)

maturity   зрелость, наступление срока

decline     падение, снижение, спад

decision-making принятие решений

the demand for спрос на что-либо

to respond to   отвечать

tools    инструменты

advertizing  реклама

trade shows выставка-продажа

pricing ценообразование

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packaging упаковка, разработка упаковочных материа-

лов и контейнеров

mix ассортимент, номенклатура

marketing mix    комплекс маркетинга; факторы маркетинга

компании (контролируемые компанией факто-

ры, которые могут повлиять на приобрете-

ние ее товаров потребителями)

 Text

Management is a function of planning, organizing,

coordination, direction and controlling. Any managerial system,

at any managerial level, is characterized in terms of these

general functions.

The term "management" refers to those people who are

responsible for making and carrying out decisions within the

system.

An individual manager is a person who directly supervises

people in a profit-making organization. Some basic

characteristics seem to apply to managers in all types of

organization. They include hard work on a variety of specific

activities. For example, marketing management refers to a broad

concept covering organization of production and sales of

products, which is based on consumer requirements research. All

companies must look beyond their present situation and develop a

long-term strategy to meet changing conditions in their industry.

Marketing management, therefore, consists of evaluating market

opportunities, selecting markets, developing market strategies,

planning marketing tactics and controlling marketing results.

Strategic planning includes defining the company's long-term

and specific objectives, such as sales volume, market share,

profitability and innovation, and deciding on financial, material

and other resources necessary to achieve those objectives.

One of the key concepts in market selection and product

planning is that of the Product Life Cycle. It means that every

product passes through various stages between life and death:

introduction, growth, maturity, decline. A company should have a

mix of products with representation in each of these stages. When

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the concept of the Product Life Cycle is forgotten in marketing

planning, it leads to wrong decision-making.

Important changes in the demand for particular products and

services are continuously occuring. Management should respond to

such changes. To be successful it is necessary to understand and

learn how to use effective marketing tools.

Advertizing, trade shows, service activity, pricing and

packaging in combination produce sales, and are usually referred

to as a kind of "marketing mix". The objective of business is to

find a marketing mix which at a given point of time will prove to

be profitable.

 Exercises