ПРАВИТЕЛЬСТВО РОССИЙСКОЙ ФЕДЕРАЦИИ

РОСССИЙСКИЙ ГОСУДАРСТВЕННЫЙ СОЦИАЛЬНЫЙ УНИВЕРСИТЕТ

СОЦИАЛЬНО-ГУМУНИТАРНЫЙ ФАКУЛЬТЕТ

КАФЕДРА «АНГЛИЙСКАЯ ФИЛОЛОГИЯ»

О.В. Бугаева, К.А. Степанян

Учебное пособие

Business English

Английский язык

МОСКВА 2009

Учебное пособие подготовлено:

Преподавателями кафедры английской филологии Бугаевой О.В. и Степанян К.А.

Рецензенты:

Доктор педагогических наук, кандидат филологических наук, доцент М.В. Карнаухова. Кандидат филологических наук, доцент Е.Е. Соколова.

Text 1

1. Before reading:

1. What does the word “BUSINESS” mean for you?

2. Read the title of the text. Give your ideas what is this text about?

2. Read the text. Translate it orally.

FROM COFFEE TO WHEELS FOR ALL MANKIND

In 1873, when Joel Owsley Cheek reached the age of twenty-one, his father gave him the traditional silver dollar. This represented his freedom to go out into the world to seek his fame and fortune.

Joel left the family farm in Kentucky and joined a firm of wholesale grocers as a travelling salesman, going from village to village. However, it was the coffee that held a special fascination for him and in his spare hours he experimented, selecting different beans, varying their proportions and roasting times - creating new blends.

He spent most of his time searching for the elusive «perfect blend» of coffee. In 1882, he felt that he had found it. Now he wanted to let the world know, but how could he do this?

Joel knew that the Maxwell House Hotel in Nashville was where the presi­dent, senators, diplomats, and leading Europeans met and stayed. Could he per­suade the management to let him demonstrate «his» blend there? He was sure this would be the best way of testing his judgement. The hotel did co-operate and within weeks distinguished visitors were enjoying his coffee and singing its praises. Many years later, when President Theodore Roosevelt visited the hotel, he was heard to say of the coffee, «It is good to the last drop».

Unfortunately, in 1961, the Maxwell House Hotel caught fire and was de­stroyed. Few people may know of Joel Cheek, but around the world people drink his blend of coffee, Maxwell House, thus commemorating the inventor and the hotel where the coffee first found fame.

In many ways the tale of Henry Ford and the product associated with his name is a microcosm of American economic history — a story of trial and error, of innovation and ultimate success. A farmer with a penchant for things mechani­cal, the young Ford quit school at 17, began building small steam engines, and drove his first bicycle-wheeled, engine-driven device in 1896.

It was a primitive affair, much simpler than cars already on the roads in Eu­rope, and it was not until 1901 that the stubborn tinker, after several false starts, got enough financial support to start the Henry Ford Automobile Company. Fi­nancial disputes arose and Ford left. Two years later, with new backers, he estab­lished the Ford Motor Company. (When in 1919 Ford bought all outstanding shares original investors reaped heavy rewards; a share that cost $100 was then worth $260,000.)

Ford was convinced that he could produce a good car at a reasonable price, and on October 1, 1908, he realized his dream with the unveiling of the Ford Model T. This was a straightforward, sturdy machine made of the best metals young Henry could obtain and propelled by a single 4-cylinder, 22-horsepower, 167-cubic-inch engine. As early as 1913, his company was able to produce an as­tonishing 1,000 Ts per day.

The T was an instant success and within months was outselling other Ameri­can cars combined. What is more, Ford promised to reduce the T 's price. From $850 in 1909, the price dropped steadily to $260 for some models by 1924. By then, however, other manufacturers' inexpensive cars with better methods of changing gears and more speed were outperforming the T on America's improved roads.

Recognizing this, Ford and his engineers went to work, and in late 1927 they were ready with the company's second breakthrough — the Model A. The car caught America's imagination, and like its predecessor, the Model T, was an in­stant success. There was nothing revolutionary about the engine, but the car's classic good looks and sturdiness endeared it to millions. Some 4.5 million Model A's were built in five years, and even the most expensive version sold for under $600. Today the Model A Restorers Club has thousands of members, who proudly drive their prizes.

But times were changing. The Detroit manufacturers realized that the mass market was not only growing but would buy a wide variety of cars. This trend was encouraged by General Motors, which began to make annual model changes, supported by intensive advertising campaigns. The Detroit design syndrome was soon established. Each year the new models had to be sufficiently different from the ones before, to set them clearly apart (so that one's neighbours would be sure to know that a car was new); yet it could not be so drastically changed as to put it out of character with previous models.

Today the Big Three — General Motors, Ford, and Chrysler — manufacture many different products. But the automotive industry owes an enduring debt to a mechanical genius named Henry Ford, the man who first put Americans on wheels.

Notes and Commentary

Kentucky — Кентукки, название одного из штатов CШA

^{Nashville —Нэшвил, небольшой город в США}

^{Detroit — Детроид, один из центров автомобилестроения}

General Motors, Chrysler — Дженерал Моторс, Крайслер, две крупнейшие автомобилестроительные компании, которые совместно с компанией Форд образуют так называемую "Большую Тройку"

Vocabulary

Silver - cepe6po

Wholesale (n) - оптовая продажа, продажа оптом

Wholesale (a) - оптовый

Wholesale (v) - продавать оптом

Outstanding shares - привилегированные акции

Breakthrough - прорыв (зд. новая исключительная модель машины)

Advertising campaign - рекламная компания.

3. Find the Russian equivalents of the following:

A microcosm of American economic history; to reap heavy rewards; to put the new model out of character with previous models; to test one's judgement; to join a firm of wholesale grocers; to put Americans on wheels; to search for the elusive «perfect blend» of coffee; annual model changes; a primitive affair; to commemorate the inventor; to set the models clearly apart; to be an instant suc­cess.

4. Look through the above text again. Suggest the English for the phrases below.

Классический внешний вид, финансовая поддержка, искать славу и богатство, радикально измениться, переключать скорости, основать компанию, коммивояжер, создавать новые сорта кофе, знаменитые посетители, продаваться лучше других машин вместе взятых.

5. Fill in the correct word or phrase from the list below. Use each only once.

To seek; dream; debt; fire; travelling; success; to catch; to persuade.

1. ____________someone’s imagination

2. to owe an enduring _______________

3. ____________his fame and fortune

4. a ____________salesman

5. to catch _____________

6. to realize one’s ______________

7. _____________ the management

8. a story of innovation and ultimate _________

6. Fill in the correct preposition

1. _____a reasonable price

2. to be good _______the last drop

3. a penchant_______mechanical things

4. to search________the perfect blend of coffee

5. to hold a special fascination _______someone

6. the price _______some model

7. to sell a model _______under $600

8. nothing revolutionary ________the engine

9. to drop_______$260

10. to be ready______something.

7. Which of the following statements are true and which are false? Rewrite false statements to make them true.

Ford was not sure if he would produce a good car at a reasonable price.
Americans liked the Model T at once.
No one knows the blend of coffee called Maxwell House.
The car manufacturers were in the habit of producing new models every year.
Original investors did not get extra money when in 1919 Ford bought all outstanding shares.

8. Use the information in the text to answer the questions (in written form).

1. When Joel’s father gave him the traditional silver dollar, what did it represent?

2. Why did Joel want to demonstrate his blend of coffee in the Maxwell House Hotel?

3. Why Henry Ford’s life considered to be a microcosm of American economic history?

4. What was so special about Ford’s cars?

5. Why does the automotive industry owe an enduring debt to a mechanical genius named Henry Ford?

9. Explain the phrase how do you understand it:

The “Detroit design syndrome”

10. Present the general idea of the text in 5-6 sentences.

11. Read the text and think of the word which best fits each gap. Use only ONE WORD in each gap:

_{THE MICROWAVE MISHAP}

Did you know that microwaves were first used 0) ___ the British Army in World War II 1) ___ identify enemy warplanes? In fact, it was 2) ___ accident that made people aware that microwaves could also cook food.

In 1945, Percy LeBaron Spencer, 3) ___ work involved the testing of radar waves, became the first person to 4) ___ this connection. 5) ___ day at work, Spencer was standing near a machine which was emitting radar waves. Later 6) ____, when he felt like a snack, he reached 7) ____ the chocolate bar he had in his pocket - 8) ____ to find that it had melted! When he thought about it, he realised 9) ____ had happened. The radar waves coming from the machine 10) ____ he had been standing next to had melted his chocolate. Later, experiments showed that radar waves contain microwaves that could heat food 11)____ faster than traditional ovens.

His company went 12) ____ to develop and market the first microwave ovens in 1954. They 13) ____ huge, bulky and expensive, but since 14) ____, microwave ovens have become smaller, giving 15) ____ the compact models we see in our kitchens today.

Text 2

1. Before reading:

1. How do you think is it really important nowadays to have a GOOD job?

2. Do we need to have an education for having GOOD job?

3. What does the phrase “good job” mean for you?

2. Read the text. Translate it orally.

Why Getting a Good Job isn’t the Best Way to Earn Money

Posted by Steve

There is a better way to make money. I’m not telling you to quit your job and become an anarchist. And I am not saying you’re stupid because you have a job. I have a job. So you ask, what did you mean?

A job is a way to earn money. It’s how most people earn money. It’s what I do today. It just isn’t the best way to earn money. I wish I would have known this twenty-five years ago. I wish my parents had taught me this, I wish the schools had taught me this. In a minute, I’ll share the secret with you.

I’ve had one job or another for 24 years. I’ve made all my money working for someone else.

I’ve had a job…

- Picking Pumpkins

- Peeling Shrimp – worst thing ever!

- Driving a Truck

- Maintaining Networks

- Developing Software

- Managing Customer Service

Today I have a great job that helps put my family in the top 5% of income earners in the United States. I am grateful for my company and my job.

I manage a team of software developers that enhance and maintain our Oracle e-business Suite. For me it is the perfect job, at the perfect company, with the perfect people. Like you, I worked hard to get where I am. I can’t imagine a job being much better. I don’t complain about my job and I have few worries about money.

So you’re probably thinking – so why do you wish you never believed a job was the best way to earn money?

Because If I knew ten or twenty years ago what I know now, I would have created far more value for myself and everybody else.

The best way to earn money is to build assets. When I say assets, I’m not talking about your home, an IRA, or a 401K. Let me explain.

Until recently, I believed entrepreneurship was the same as working for someone else, except with greater income potential. And instead of working for your boss, you work for your customer. For some entrepreneurs this is true, but for smart ones it isn’t true.

I read ‘Rich Dad/Poor Dad’ and it hit me…

Duh!

I should be building assets for my family. I wish I had spent the last twenty-five years building assets for myself instead of trading my time for money while building assets for someone else.

So this might be your next question – If you aren’t talking about my home, IRA, or a 401K, what assets are you talking about?

Real Estate – Rental Income Twenty-Five years ago, a guy in my neighborhood had this figured out. He was a blue-collar union guy that worked a printing press for the Star Tribune. He saved his money over a decade and purchased several apartment buildings. The income from the rental property allowed him to quit his job and he used the time he saved to build a construction company. He told me once – do what you love and never work a day in your life. I didn’t get it then; I thought he was nuts. I get it now.

Businesses that are systems If your business doesn’t run without you, it is a job. To be free, you need to own a business that generates income whether you are there or not. I know another guy that started a franchise restaurant when he was about twenty. He built the business up and trained good managers, which allowed him to step away. The restaurant produced income that paid his bills while he pursued other opportunities. He built a second restaurant and stepped away. Built a third restaurant and stepped away. Now he owns multiple restaurants that produce income – without him working at any of them – so he can spend his time fishing and golfing. Another example of this type of asset is Steve Pavlina’s website. Some people commented that Steve is telling everyone to quit their jobs and start blogging. That’s not what Steve is saying. Steve is telling you to be creative and build yourself an asset that works for you so you have time to pursue new opportunities. Blogging is just one of infinite ways you could do this. The only limit is your imagination.

Intellectual Property When you create intellectual property, you only work on the initial creation. Once it’s finished it can generate income for many generations. For example – Let’s say you wrote a book, and the book became popular, your family could receive income from it for several generations after you were dead. You’re making money from the grave!

A few types of intellectual property:

Books, Software, Audio, Music, Video, Scripts, Art, Patents.

In my opinion, intellectual property is the best of the best ways for you to make money.

There are probably many other asset categories too.

So, since I wish I had never believed that getting a good job is the best way to earn money, I am not going to teach my sons this adage – get a good education so you can get a good job.

I’m going to teach my children this: