Негосударственное образовательное учреждение ₄ высшего профессионального образования

Московский институт предпринимательства и права

К

Протокол № 6

Одобрено УМС МИПП

афедра « Иностранные языки»

ПОДЛЕЖИТ ВОЗВРАТУ

Библиотека МММ

С .Я. Кравецкая Английский язык Методические указания, контрольные задания, тексты и упражнения

для студентов-заочников II курса

Часть II (для факультета “Экономика и управление»)

По основной образовательной программе всех специальностей и направлений

Согласовано: Рекомевдовано:

У чебно-методическое управление Протокол № &

Москва2009

Составитель*. С.Я. Кравецкая

Настоящее учебное пособие ио английскому языку составлено в соответствии с требованиями Государственного образовательного стандарта высшего профессионального образования и предназначено для студентов заочной формы обучения факультета «Экономика и управления», продолжающих изучать английский язык в НОУ ВПО «МИЛН».

В пособие включены методические указания, практикум с кратким грамматическим комментарием, учебные тексты и пять вариантов контрольных заданий для контрольной работы № 2.

Целевая установка второй части учебного пособия - подготовить студентов

к чтению и пониманию оригинальной литературы на английском языке но специальности широкого профиля.

Согласования со смежными кафедрами*.

З

Т. Б. Фонина 2009 г.

ав. кафедр ~ иональной и мировой экономики

К.Э.Н., доц.

« »

З

2009 г.

авкафедрой гуманитарных и социальных дисциплин к.ф.н., доц. ^4? Ю.Е. Коробкова « » 2009 г.

I

МЕТОДИЧЕСКИЕ УКАЗАНИЯ

Учебное пособие (бумажная версия) состоит из следующих разделов:

1. Лексико-грамматический материал. Практикум (часть II).

(прорабатывается на аудиторных занятиях под руководством преподавателя и представлен в схемах и таблицах; сопровождается упражнениями, тестами и учебными текстами).

2. Контрольное задание J\f° 2. Один вариант выполняется студентом самостоятельно в отдельной тетради и сдается на проверку согласно графика деканата; работа должна иметь положительную оценку; в случае незачета, работа выполняется студентом повторно.

3. Тексты для самостоятельного чтения, (прорабатываются студентом в течение учебного года и сдаются во время сессии; по текстам должны быть выписаны все незнакомые слова и выражения; слова под рубрикой "Активная лексика" должны быть выучены наизусть).

К экзамену допускаются студенты, выполнившие контрольное задание, проработавшие и сдавшие весь указанный выше учебный материал.

Э

1. Чтение и письменный перевод со словарем незнакомого текста на английском языке по специальности, из расчета 800-1000 печатных знаков в час.

2. Чтение без словаря текста, содержащего изученный лексико-грамматический материал и 5-8 незнакомых слов, на 600-700 печатных знаков. Время на подготовку 8-10 минут.

кзаменационный билет состоит из двух вопросов:

ПРАКТИКУМ. Часть II. Грамматические функции и значение слов it, one

ONE

Функция	Примеры	Перевод
1. Неопределенно-	One never knows what his	Никогданё~
личное местоимение (не	answer may be.	знаешь, что он
переводится; в сочетании с модальными		ответит.
глаголами may. can. must	One must always keep one's	Нужно всегда
переводится можно.	word	держать свое
нужно).		слово.
2. Слово-заместитель	This book is more interesting	Эта книга
(переводится	than the one we read last	интереснее той
соответствующим	week.	(книги), которую
существительным).		мы читали на 1 прошлой неделе.
	This is a black pencil and that	Это - черный
	is a red one.	карандаш, а тот (карандаш)- красный.
3. Числительное (один),	I have bought only one	Я купил только
употребляется в сочетании с	book.	одну книгу.
существительным.		Одна ласточка
	One swallow does not	весны не делает.
	make a summer.	1 (пословица)

IT

Функция

1. Личное (он, она, оно) — заменяет неодушевленное существительное.

2. Указательное (это).

Примеры

• Where is the book?

• It is on the table.

• But I can't find it.

3. Безличное (не переводится).

- What is this?

-It is a new dictionary.

It was clear that he would not come.

It is winter.

4. Усилительное (it It was at the library that I met is.... that). him yesterday.

Перевод -Где книга?

• Она - на столе.

• Но я не могу ее

найти.

• Что это?

I Это новый словарь. Было ясно, что он не придет.

Зима.

Именно (это) в библиотеке я встретил его вчера.

Переведите предложения, пользуясь информацией, данной в таблицах.

1. One should be careful when crossing the street.

2. These apples are sweeter than the ones I bought yesterday.

3. I haven't got a dictionary, I must buy one.

4. The red pencil is longer than the black one

5. There is only one book on the shelf.

6. Only one student was absent from the lecture.

7. One can hardly imagine (представлять) him without a book.

8. One can find this book in any library.

9. It has been raining since 6 o'clock.

10.lt was a warm spring day.

11 .It was difficult to find this book.

12.It is no use telling him about this.

13.It was yesterday that I met him in the park.

ИНФИНИТИВ

Формы инфинитива

	Active	Passive
Indefinite	to ask	to be asked
Continuous	to be asking
Perfect	to have asked	to have been asked
Perfect Continuous	to have been asking
Функции инфиннт	ива
Функция	Примеры	Перевод
1. Подлежащее	To read is useful. To produce high-quality goods is our aim.	Читать полезно. Производить (производство) высококачественные товары - наша цель.
2. В составе сказуемого а) часть составного именного сказуемого б) часть составного глагольного сказуемого	Our intention is to help you. We began to produce more high-quality goods.	Наше намерение - помочь вам. Мы начали производить больше высококачественных товаров.
3. Определение (стоит за определяемым словом) а) инфинитив в форме Indefinite Active	He expressed a desire to help me. He is always the first to come to the institute.	Он выразил желание (какое?) помочь мне. Он всегда приходит в институт первым. Сумма, которая будет

порядковых числительных (the first, the second, the last) в) пассивный инфинитив (переводиться придаточным определительным предложением со сказуемым в будущем времени или в модальном значении.)	The amount to be paid includes the cost of packing.	уплачена (должна быть~~'~ уплачена), включает стоимость упаковки.
4. Обстоятельство цели (стоит в начале или в конце предложения, переводится обстоятельством цели)	To understand the importance of this event you should know all the facts.	Чтобы понять важность этого события, вы должны знать все факты

Инфинитивные обороты

Название и состав	Примеры	Перевод (придаточное дополнительное предложение)
Complex Object.	I expect him to come at 8	Я надеюсь, что он
1 .Винитильный падеж с	o’clock.	придет в 8 часов.
инфинитивом (сложное	I want him to help me.	Я хочу, чтобы он
дополнение) состоит из		помог мне.
существительного (или местоимения в объектном	I expect the goods to be	Я надеюсь, что товары
	packed well.	будут ХОРОШО
падеже) и инфинитива в		упакованы.
различных формах. Оборот стоит за	I want vou to read this	Я хочу, чтобы ты
сказуемым, выраженным:	book.	прочел эту книг/.
а) глаголами желания to wish - желать to desire "|
г хотеть to want J	I heard him speak about this	Я слышал, как (что)
would like и т.д.	book.	он говорил об этой
б) глаголами восприятия		книге.
(инфинитив стоит без частицы to): to see — видеть to hear — слышать	I saw her enter the room.	Я видел, ка
to watch - наблюдать		вошла в комнату-
to notice — замечать

to feel - чувствовать to observe - наблюдать ид.р. в) глаголами, выражающими предположение или уверенность: to expect - ожидать to know — знать to think - думать to believe - считать to suppose - предполагать ид.р.	We believe his discoverv to be of ereat imoortance. I know him to have studied at our institute.	Мы считаем, что его открытие имеет большое значение. Я знаю, что он V4nnra в нашем институте.
Complex Subject 2. Именительный падеж с инфинитивом (сложное подлежащее), состоит из существительного или местоимения и инфинитива в различных формах. Первая часть оборота	He is said to study at our	Г оворят. что он
стоит перед сказуемым.	institute.	учится в нашем
вторая за ним.		институте.
	The delegation was renorted	Сообщалось, что
	to have left London	делегация покинула
	He is said to be	Лондон
Оборот употребляется:	writing a book.	Г оворят. что он пишет
а) после следующих	They are suoDosed to have	книгу.
глаголов, стоящих в	arrived on Monday.	Предполагается, что
страдательном залоге:		они прибыли в
to say - говорить		понедельник.
to believe - полагать to think - думать to expect-ожидать	He seems to know English
to consider - считать	well.	Кажется, что он знает
to suppose — предполагать		английский хорошо.
to report - сообщать to know - знать и д.р.	He oroved to be a good
б) после следующих	student.	Оказалось, что он
глаголов, стоящих в		хороший студент.
действительном залоге: to seem — казаться	Thev are sure to return on
to prove - оказаться	Monday.	Несомненно, что они
to happen - случаться		вернутся в

в) после словосочетаний: likely to increase,

i

The country’s export j

Вероятно, чтоэкспо!

страны ШЯМ

s (are) likely - вероятно

is (are) unlikely -

маловероятно

is (are) sure — обязательно

Переведите следующие предложения, пользуясь информацией^ л_П1Шп~ в таблицах.

Функции инфинитива

1. We study English to read English books on our speciality.

2. To solve this problem we had to make many experiments.

3. To know a foreign language well one must read and speak as much as possible.

4. The article to be translated is rather difficult.

5. I was the second to answer at the examination.

6. This is a rule to be remembered.

7. There are some important questions to be discussed today.

8. He was not the man to leave his work half finished.

9. We had a number of problems to solve.

10. To get the new magazine I had to go to the library.

1 l.Here is the article to be typed immediately.

12.lt takes him an hour to get to the Institute.

13. This is a book to be get at any library.

14. The lecture to be followed by an experiment is to take place in our institute.

Complex Object

1. The teacher wants this text to be translated at the lesson.

2. They consider this book to be very difficult for translation.

3. I heard them discuss the international situation.

4. We heard the speaker criticize the article.

5. She wants me to make some more experiments.

6. We expected the delegation to come by the end of the week.

7. I know him to have written an interesting article

8. You surely don’t expect me to do that work in one day, do you?

9. We know the stability of prices to be a characteristic feature of strong economy.

Complex Subject 1 • They are known to do their work well.

The lecture was expected to be attended by many people.

3. The new method is believed to have given good results.

4. All students are supposed to know this rule.

.5. This book is considered to be difficult.

6. They are expected to arrive on Monday.

7. This text is supposed to be translated without a dictionary.

8. They happened to meet at the University.

9. The delegation was expected to arrive in January.

10. The suggestion is said to have been accepted.

Переведите текст, обращая внимание на функции инфинитива.

There are two forms of home (domestic) trade: retail trade and wholesale trade. Wholesale trade supplies the retail trade network with goods needed to satisfy population demand. To achieve this wholesale organizations study market requirements to expand the production of goods in demand. Wholesale enterprises form the assortment of goods needed to supply the retail network.

The retail turnover is known to be final stage in the business of distribution because it transfers the commodities to individuals who actually want them for their own use.

We know the retail turnover to be one of the indications of the volume of consumption.

The goods turnover is known to be main index showing the volume of business transacted by an enterprise.

ПРИЧАСТНЫЕ ОБОРОТЫ

Формы причастия

	Active	Passive
Present Past Perfect	asking having asked	being asked asked having been asked

?

Название оборота	Примеры	Перевод
1. Определительный.	The students received the	Студенты получили
(стоит после	works corrected bv the	работы, проверенные
существительного,	teacher.	учителем.
переводится причастным оборотом или определительным придаточным предложением) Present Participle	The number of people	Количество людей,
переводится	studvine foreign	изучающих иностранные
действительным	languages is increasing	языки, растет из года в
причастием с	from year to year.	год.
суффиксами: - ащ-, -ящ-, -ущ-, -ющ-. Past Participle	Books read in childhood	Книги, прочитанные в
переводится	seem like old friends.	детстве, кажутся

9

The large building having been built in our street is a new school. Knowing English well he translated the article without a dictionary.

He sat in the armchair reading a newspaper. Being packed in strong cases the goods arrived in good condition.

The student knowing English well, the examination did not last long.

The professor spoke on the development of science, the lecture being illustrated by diagrams Many new shops having been opened, the problem of personnel arised.

Russia is supplying some countries with raw materials, these countries delivering to Russia equipment and consumer goods.

старыми друзьями.

Большое здание, построенное на нашей улице, новая школа. Зная хорошо английски^ (так как он хорошо зняп английский язык), он перевел статью без словаря.

Он сидел в кресле, читая газету.

Будучи упакованными в прочные ящики (так как товары были упакованы в прочные ящики), товары прибыли в хорошем состоянии. Так как студент хорошо знал английский язык. экзамен продолжался недолго.

Профессор говорил о развитии науки, причем лекция

иллюстрировалась

диаграммами.

Так как много новых магазинов было открыто, возникла проблема персонала.

Россия снабжает некоторые страны сырьем, в то время как (а) эти страны поставляют в России) оборудование и потребительские товаЩ

ШШшт

ЩШ

страдательным

причастием с суффиксом

-анн-, -янн-, -енн.

Perfect Participle всегда

переводится прошедшим

временем.

2. Обстоятельственный

(Стоит в начале или

конце предложения;

переводится

деепричастным оборотом или обстоятельственным придаточным предложением).

2. Самостоятельный (имеет свое собственное подлежащее помимо подлежащего при сказуемом)

а) стоит в начале предложения, переводится придаточным обстоятельственным предложением (обстоятельство времени, причины, сопутствующие обстоятельства)

б) стоит в конце

предложения, переводится самостоятельным предложением с одним из сочинительных союзов (причем, а, в то время как)

Переведите следующие предложения, пользуясь информацией. представленной в таблиие.

1. The cars produced by this plant are in great demand all over the world.

2. Producing such cars the plant used new materials and methods.

3. A new plant producing cars was recently built in this district.

4. Having produced thousands of cars of this design, the plant began to develop a new model.

5. The questions discussed at the meeting included international situation.

6. The problem being very urgent, a special commission was created to consider it.

7. The treaty having been concluded, the ways of realizing it were discussed.

8. The resolution being adopted, the meeting was declared closed.

9. Starting an argument be sure you’ll be able to prove your point.

10. All newspapers wrote about the negotiations conducted in Moscow.

11. Translating this text I did not consult the dictionary.

12. Having translated the paper he decided to write down a summary.

13. My colleague being away, I had to take decision myself.

14. We continued our work, with our assistants helping us.

Переведите текст, обращая внимание на перевод причастных оборотов

In the home trade of every country a distinction is made between wholesale and retail trade, these being two different stages in the movement of commodities to the consumer.

Wholesale dealers purchase products, manufactured in various regions and countries and in different seasons, and deliver them to places where there is demand for them.

Retail trade sometimes receives commodities directly from producers, bypassing middlemen.

Retail trade is the final stage in the distribution, the goods being sold to the consumer to be used.

Foreign trade is trade between different countries. A distinction must be made between import and export, the relation between them being the balance of trade.

Условные придаточные предложения

Вводятся союзами: if - если

u

Тип	Время
условного	сказуемого
предложения и правило перевода	Придато чное		Главное

Примеры и перевод

nless - если не

11

11 тип - реальное осуществимое условие, переводится глаголом в изъявительном наклонении, чаще всего выражает предположение, относящееся к будущему.	Present Indefinite	Future Indefinite	If I have time I shall com?, to you. (Если у меня будет время, я приду к тебе). Не will not finish his work in time unless he works hard (if he does not work hard). (Он не закончит работу вовремя, если не будет много работать).
III тип - невероятное или маловероятное предположение, относящееся к настоящему или к будущему. Переводится глаголом в сослагательном наклонении (т.е. глагол в прошедшем времени с частицей бы).	Past Indefinite	Future in the Past (should или would + инфинитив)	If he came now he would help us. (Если бы он сейчас пришел, он бы помог нам). If I saw him tomorrow I should tell him about it. (Если бы я увидел его завтра, я бы сказал ему об этом).
IIII тип - нереальное, уже невыполнимое условие, так как относится к прошедшему времени. Возможность его совершения уже упущена. Переводится по 1 правилу II типа.	Past Perfect	Future in the Past Perfect (should или would + перфектный инфинитив)	If I had met him vesterdav I should have snoken to him. (Если бы я встретился с ним вчера, я бы поговорил с ним). If he had seen me he would have known about the exams. (Если бы она повидалась со мной, она бы знала об экзаменах).

Переведите следующие предложения, пользуясь информацией, данной в таблице.

1. If you had been in Moscow last month, you would have visited the exhibition.

2. If you had asked him, he could have helped us.

3. He will help us unless he leaves in the morning.

4. If she knows the rule, she will not make any mistakes.

5. If he were here, he would explain everything.

6. If he comes, ask him to ring me up.

7. If I had this book I should give it to you.

8. If they had got the telegram, they would have known everything.

9. If you are not using the dictionary, hand it to me, please.

10. Were he not so busy, he would help us.

11. Had the offer been really good, they would have accepted it.

Переведите текст, помня правило перевода условных предложений.

An American lady got into a compartment of a smoking carriage where an Englishman was smoking a pipe.

She began to cough and sneeze trying to show him she objected to the smoke. At last, seeing that the man took no notice of her she said: “If you were a gentleman, you would stop smoking when a lady got into the carriage”.

“If you were a lady”, replied the Englishman, “you wouldn’t get into a smoking carriage”.

“If you were my husband”, said the American lady angrily, “I would give you poison”.

“Well,” the Englishman said at last, “if I were your husband, I would take it.”

ТЕКСТЫ

Переведите со словарем тексты. Выпишите в словарную тетрадь все незнакомые слова.

Текст 1. MANAGEMENT FUNCTIONS Management plays a vital role in any business or organized activity. Management is composed of a team of managers who have charge of the organization at all levels. Their duties include making sure company objectives are met and seeing that the business operates efficiently. Regardless of the specific job, most managers perform four basic functions. These management functions are planning, organizing, directing and controlling.

Planning involves determining overall company objectives and deciding how these goals can best be achieved. Managers evaluate alternative plans before choosing a specific course of action and then check to see that the chosen plan fits into the objectives established at higher organizational levels. Planning is listed as the first management function because the others depend on it. However, even as managers move on to perform other managerial functions, planning continues as goals and alternatives are further evaluated and revised.

Organizing, the second management function, is the process of putting the plan into action. This involves allocating resources, especially human resources, so that the overall objectives can be attained. In this phase managers decide on the positions to he created and determine the associated duties and responsibilities. Staffing, choosing the right person for the right job, may also be included as part of the organizing function.

Third is the day-to-day direction and supervision of employees. In directing, managers guide, teach, and motivate workers so that they reach their potential abilities and at the same time achieve the company goals that were established in the planning process. Effective direction, or supervision, by managers requires ongoing communication with employees.

In the last management function, controlling, managers evaluate how well company objectives are being met. In order to complete this evaluation, managers must look at the objectives established in the planning phase and at how well the tasks assigned in the directing phase are being completed. If major problems exist and goals are not being achieved, then changes need to be made in the company’s organizational or managerial structure. In making changes, managers might have to go back and replan, reorganize, and redirect.

In order to adequately and efficiently perform these management functions, managers need interpersonal, organizational, and technical skills. Although all four functions are managerial duties, the importance of each may vary depending on the situation. Effective managers meet the objectives of the company through a successful combination of planning, organizing, directing, and controlling.

Активная лексика:

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to have charge, level, objective-aim-purpose-goal, to involve, to decide - decision, to achieve - achievement, to involve, to evaluate, to choose, to establish - establishment, to depend on, to allocate resources, to determine, staffing, to direct - direction, supervision, employee, to require - requirement, to meet, in order to, to complete, skill.

Найдите в тексте эквиваленты следующих словосочетаний: играть существенную роль; отвечать за организацию на всех уровнях; отвечать требованиям; работать эффективно; определять общие цели; достичь цели; план соответствует установленным целям; первая управленческая функция; пересматривать цели; введение плана в действие; правильно выбрать человека для данного вида деятельности; повседневный контроль; достичь потенциальных возможностей; в то же самое время; общение со служащими; цели, установленные на стадии планирования; организационная структура компании; внести изменения; зависеть от ситуации.

Ответьте на вопросы по тексту:

1. What is management composed of?

2. What are managers’ duties?

3. What are four basic managerial duties?

4. What is the role of planning?

5. Why is planning the first managerial function?

6. Why does planning continue even as managers move on to perform other functions?

7. How do you define the term “organizing”?

8. What does organizing involve?

9. What is the third function of management?

10. What is managers’ job in directing?

11. What is the role of controlling?

12. What must managers do in order to complete their evaluations?

13. What must be done if goals are not achieved?

14. What is needed for sufficient performing the managerial functions?

15. What is the article about? Give a.short summary.

Текст 2. PRODUCTION MANAGEMENT

Management by definition is a function of planning, organizing, co-ordinating, directing and controlling. Any managerial system, at any managerial level, is characterised in terms of these general functions.

Management is revealed in a variety of specific activities.

Production management also called OPERATIONS MANAGEMENT, is the planning and control of industrial production processes to ensure that they move smoothly at thp required level. Techniques of production management are employed in service industries as well as in manufacturing industries.

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The responsibilities of production management are called the “five M’s”: men machines, methods, materials and money. The management of men, machines and methods involves maintaining a flexible production process with a work force that can readily adapt to new equipment and schedules. Responsibilities for materials include the management of both physical (raw) materials and information materials (paperwork). Money management, including such areas as inventory, plant capacity, and customer service, is a major responsibility and can determine the competitiveness, of an entire operation. The production cycle requires that various departments interact. Sales, financial, engineering, and planning departments exchange information -such as sales forecasts, production schedules, inventory levels, and budgets - until, finally, detailed production orders are dispatched by the production-control division.

Control is a chief function of production management. The manager must ensure that operations produce at planned output levels while meeting cost and quality objectives. The production plan must be monitored regularly, and adjustments must be made to meet fluctuating market demands.

Inventory control oversees raw materials, component parts, work in process, finished goods, packing and packaging materials, and general supplies and determines when to replenish inventory and by what amount. The control of labor involves using industrial-engineering tools, such as time-study measurements, to design efficient work methods. Workers must be hired, trained and assigned in synchronization with changing production processes and schedules.

Активная лексика:

to produce, producer, production, industry, industrial, level, service industries, to manufacture, manufacturing industries, responsibility, flexible, work force, to adapt to, inventory, capacity, customer, to exchange, forecast, schedule, to ensure, cost, quality, to fluctuate.

Найдите в тексте эквиваленты следующих словосочетаний: управление производством, планирование и контроль производственных процессов, необходимый уровень, уровень промышленного производства; отрасли, гибкий производственный процесс, рабочая сила, приспособиться к новому оборудованию, мощность предприятия, обслуживание покупателя, обмениваться информацией, прогнозирование сбыта, управление

запасами, колеблющийся рыночный спрос, готовая продукция.

Ответьте на вопросы по тексту:

1. What is management?

2. What is production management?

3. What is the aim of production management?

4. How are the responsibilities of production management called? Why are they called so?

5. What is meant by material management?

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6. What can you say about money management?

7. What determines the competitiveness of an entire operation?

8. What do various departments exchange information for?

9. What is a chief function of production management?

10. What is the role of control manager?

11. What does inventory control oversee?

И Текст 3. ROLES OF MARKETING

Marketing includes the activities that bring the buyer and seller together. As marketing developed, it took a variety of forms. Marketing can be viewed as a set of functions in the sense that certain activities are traditionally associated with the exchange process. A common but incorrect view is that selling and advertising are the only marketing activities. Yet, in addition to promotion, marketing includes a much broader set of functions, including product development, packaging, pricing, distribution, and customer service. Many organizations and business assign responsibility for these marketing functions to a specific group of individuals within the organization. In this respect, marketing is a unique and separate entity. Those'-who make up the marketing department may include product managers, marketing researchers, sales representatives, advertising and promotion managers, pricing specialists, and customer service personnel.

As a managerial process, marketing is the way in which an organization determines its best opportunities in the marketplace. The total marketing concept involves four steps, or, as they are often called, the four P's of marketing - product, price, promotion and place.

The managerial philosophy of marketing puts central emphasis on customers satisfaction as the means for gaining and keeping loyal customers. Marketers urge their organizations to carefully and continually gauge target customer's expectations and to consistently meet or exceed these expectations. In order to accomplish this, everyone in all areas of the organization must focus on understanding and serving customers.

Finally, marketing is a social process that occurs in all economies, regardless of their political structure and orientation. It is the process by which a society organizes and distributes its resources to meet the material needs of its citizens. However, marketing activity is more, pronounced under conditions of goods surpluses than goods shortages. When goods are in short supply, consumers are usually so desirous of goods that the exchange process does not require significant promotion or facilitation. In contrast, when there are more goods and services than consumers need or want, companies must work harder to convince customers to exchange with them.

Notes

Entity - экономическая единица

unique - особый, специфический

product manager - руководитель, ответственный за

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конструирование, производство и реализацию изделия to gange (зд.) - оценивать

Активная лексика: to buy, buyer, to sell, seller, exchange, to advertise, advertising, activity, to promote, promotion, to distribute, distribution, customer, price, department, researcher, representative, sales representative, customer service, to determine, to exceed, goods surplus, goods shortage, to be in short supply.

Найдите в тексте эквиваленты следующих словосочетаний: процесс обмена, маркетинговые операции, обслуживание потребителя; руководитель, ответственный за изделие, специалист по маркетинговому исследованию, специалист по продаже товаров, менеджер по рекламе, специалист в области цен, персонал по вопросам обслуживания потребителя, определять наилучшие возможности, удовлетворение запросов потребителя, удовлетворить материальные нужды, избыток товаров, недостаток товаров.

Ответьте на вопросы по тексту:

1. What is marketing?

2. What process is marketing associated with?

3. Are selling and advertising the only market activities?

4. What other activities does marketing include?

5. What specialists are included in the marketing department?

6. What is marketing as a managerial process?

7. What four steps of marketing do you know?

8. What is the managerial philosophy of marketing?

9. What is the best condition for marketing?

10. What takes place when goods are in short supply?

11. Why must companies work harder under conditions of goods surpluses?

Текст 4. MONEY (Historical Background)

Money is one of man’s greatest inventions and the fact that all but the least developed of human societies use money indicates that it is an essential tool of civilization. In the absence of some form of money, exchange may take the form of barter which is the direct exchange of goods and services for goods and services. Barter will serve man’s requirements quite adequately when he provides most of his needs directly and relies upon market exchanges for very few of the things he wants. As the extent of specialization increases, the barter system proves very insufficient and frustrating. In the simplest societies each family will provide by its own efforts most of its needs and perhaps some small surpluses. A farmer will exchange any small suiplus of food, wool or hides for the surpluses of other producers. But this system of exchange becomes very cumbersome as economic activities become more specialized.

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A specialist metal worker must seek out a large number of other specialties in order to obtain, by barter, the variety of goods he needs to satisfy his daily wants.

The great disadvantage of barter is the fact that it depends upon a ‘double coincidence of wants’. A hunter who wants to exchange his skins for com must find, not merely a person who wants skins, but someone who wants skin and has a surplus of com for disposal. The alternative is to exchange his skins for some other article and they carry out a series of similar exchanges until he finally gets his com. Time and energy which could be devoted to production is spent on a laborious system of exchange.

Quite early in his history man discovered a much more convenient arrangement. The use of some commodity as a medium of exchange makes exchange triangular and removes the major difficulty of the barter system. If a commodity is generally acceptable in exchange for goods and services it is money. A producer now exchanges his goods for money and the money can be exchanged for whatever goods and services he requires.

Активная лексика:

to invent - invention, to develop - development, human society, to indicate - indication, absence of money, goods and services, to require - requirements, to provide, medium of exchange, to rely upon, to increase, surplus, to produce - producer - production, to become more specialized, in order to, variety of goods, to satisfy, advantage (disadvantage).

Найдите в тексте эквиваленты следующих словосочетаний:

Величайшее изобретение, наименее развитые общества, основной инструмент, адекватно служить потребностям, обеспечивать потребности, полагаться на рыночный обмен, оказаться эффективным, самостоятельно удовлетворять нужды, излишки пищевых продуктов, большое количество чего- либо, разнообразие товаров, более подходящее устройство, средство обмена, быть приемлемым, обменивать что-то на что-то.

Ответьте на вопросы по тексту:

1. What shows that money is an essential tool of civilization?

2. What is happened in the case of absence of some form of money?

3. When can we say that barter serves man’s requirements adequately?

4. When does the barter system become inefficient?

5. What does the expression “double coincidence of wants” mean?

6. What can you say about the difficulties of the barter system?

7. What removes the difficulties of the barter system?

8. What is this article about?

19

Текст 5. MONEY

All values in the economic system are measured in terms of money. Our goods and services are sold for money, and that money is in turn exchanged for other goods and services. Coins are adequate for small transactions, while paper notes are used for general business. There is additionally a wider sense of the word ‘money’, covering anything which is used as a means of exchange, whatever form it may take. Originally, a valuable metal (gold, silver or copper) served as a constant store of value, and even today the American dollar is technically ‘backed’ by the store of gold which the government maintains. Because gold has been universally regarded as a very valuable metal, national currencies were for many years judged in terms of the so-called ‘gold- standard’. Nowadays however national currencies are considered to be as strong as the national economies which support them.

Valuable metal has been generally replaced by paper notes. These notes are issued by governments and authorized banks, and are known as ‘legal tender’. Other arrangements such as cheques and money orders are not legal tender. They perform the function of substitute money and are known as ‘instruments of credit’. Credit is offered only when creditors believe that they have a good chance of obtaining legal tender when they present such instruments at a bank or other authorized institution. If a man’s assets are known to be considerable, then his credit will be good. If his assets are in doubt, then it may be difficult for him to obtain large sums of credit or even pay for goods with a cheque.

The value of money is basically its value as a medium of exchange, or, as economists put it, its ‘purchasing power’. This purchasing power is dependent on supply and demand. The demand for money is reckonable as the quantity needed to effect business transactions. An increase in business requires an increase in the amount of money coming into general circulation. But the demand for money is related not only to the quantity of business but also to the rapidity with which the business is done. The supply of money, on the other hand, is the actual amount in notes and coins available for business purposes. If too much money is available, its value decreases, and it does not buy as much as it did, say, five years earlier. This condition is known as ‘inflation’.

Активная лексика:

value, valuable, to measure, goods and services, to sell - sold - sold, to exchange, transaction, store of gold, national currency, to support, to replace, to issue, authorized bank, legal tender, to arrange - arrangement, money order, to substitute, to offer, assets, to be in doubt, medium, purchasing power, supply, demand, quantity, to require - requirement, to increase, amount, to be available, to buy - bought - bought.

Найдите в тексте эквиваленты следующих словосочетаний:

Измерять в деньгах, продавать за деньги, в свою очередь, обменивать на другие товары, средство обмена, ценные металлы, средство сохранения стоимости, золотой запас, национальная валюта, заменять банкнотами,

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уполномоченный банк, законное платежное средство, денежный перевод, заменитель денег, иметь шанс получить что-то, получить большую сумму кредита, средство обмена, покупательная способность, зависеть от спроса и предложения, иметься в наличии.

Ответьте на вопросы по тексту:

1. In what terms are all values measured?

2. For what business are paper notes used?

3. When money is adequate for small transactions?

4. What is the wider sense of the word “money”?

5. In what terms were national currencies judged for many years?

6. What replaced valuable metals?

7. What is meant by legal tender?

8. What functions do cheques and money orders perform?

9. In what case is credit offered?

10. In what case credit will be good?

11. What does the term “purchasing power” mean?

12. What does purchasing power depend on?

13. How do you understand “the demand for money”?

14. How do you understand “the supply of money”?

15. What is inflation?

Текст 6. BANKING

Banks are closely concerned with the flow of money into and out of the economy. They often co-operate with governments in efforts to stabilize economies and to prevent inflation. They are specialists in the business of providing capital, and in allocating funds on credit. Banks originated as places to which people took their valuables for safe-keeping, but today the great banks of the world have many functions in addition to acting as guardians of valuable private possessions.

Banks normally receive money from their customers in two distinct forms: on current account, and on deposit account. With a current account, a customer can issue personal cheques. No interest is paid by the bank on this type of account. With a deposit account, however, the customer undertakes to leave his money in the bank for a minimum specified period of time. Interest is paid on this money.

The bank in turn lends the deposit money to customers who need capital. This activity earns interest for the bank, and this interest is almost always at a higher rate than any interest which the bank pays to its depositors. In this way the bank makes its main profits.

We can say that the primary function of a bank today is to act as an intermediary between depositors who wish to make interest on their savings, and borrowers who wish to obtain capital. The bank is a reservoir of loanable money, with streams of money flowing in and out. For this reason, economists and financiers often talk of money being ‘liquid’, or of the ‘liquidity’ of money. Many small sums which might not otherwise be used as capital are rendered useful simply because the bank acts as a reservoir.

21

The system of banking rests upon a basis of trust. Innumerable acts of trust build up the system of which bankers, depositors and borrowers are part. They all agree to behave in certain predictable ways in relation to each other, and in relation to the rapid fluctuations of credit and debit. Consequently, business can be done and cheques can be written without any legal tender visibly changing hands.

Активная лексика:

flow of money, to prevent - prevention, to provide - provision, to allocate - allocation, valuable (s), customer, current account, deposit, to issue cheques, to earn interest, rate, profit, to rest upon, trust, to fluctuate - fluctuation.

Найдите в тексте эквиваленты следующих словосочетаний: денежные потоки, стабилизировать экономику, предотвратить инфляцию, предоставить капитал, размещать фонды, охрана ценного частного имущества, получить деньги на текущий счет, выплачивать проценты, оставлять деньги в банке на определенный срок, более высокий процент, получать процент на сбережения, вести себя предсказуемым образом, законное платежное средство.

Ответьте на вопросы по тексту:

1. Why do banks co-operate with governments?

2. What was the original function of banks?

3. What are two ways of receiving money from customers?

4. What is the term for opening a deposit account?

5. How does a bank make its main profit?

6. What is the primary function of a bank today?

7. Whom does a bank act as an intermediary between?

8. Why can we talk of “the liquidity” of money?

9. Why can small sums be used as capital?

10. What is meant by trust?

' Текст 7. FINANCE

One of the primary considerations when going into business is money. Without sufficient funds a company cannot begin operations. The money needed to start and continue operating a business is known as capital. A new business needs capital not only for ongoing expenses but also for purchasing necessary assets. These assets - inventories, equipment, buildings, and property - represent an investment of capital in the new business.

How this new company obtains and uses money will, in large measure, determine its success. The process of managing this acquired capital is known as financial management. In general, finance is securing and utilizing capital to start up, operate, and expand a company.

To start up or begin business, a company needs funds to purchase essential assets, support research and development, and buy materials for production. Capital is also needed for salaries, credit extension to customers, advertising, insurance, and

22

many other day-to-day operations. In addition, financing is essential for growth and expansion of a company. Because of competition in the market, capital needs to be invested in developing new product lines and production techniques and in acquiring assets for further expansion.

In financing business operations and expansion, a business uses both short-term and long-term capital. A company, much like an individual, utilizes short-term capital to pay for items that last a relatively short period of time. An individual uses credit cards or charge accounts for items such as clothing or food, while a company seeks short-term financing for salaries and office expenses. On the other hand, an individual uses long-term capital such as a bank loan to pay for a home or car - goods that will last a long time. Similarly, a company seeks long-term financing to pay for new assets that are expected to last many years.

When a company obtains capital from external sources, the financing can be either on a short-term or a long-term arrangement. Generally, short-term financing must be repaid in less than one year, while long-term financing can be repaid over a longer period of time.

Finance involves the securing of funds for all phases of business operations. In obtaining and using this capital, the decisions made by managers affect the overall financial success of a company.

Активная лексика:

to consider - consideration, sufficient, fund, expenses, to purchase, assets, inventory, to equip - equipment, to build, property, to invest - investment, to obtain, to use, to measure - measurement, to determine, to expand - expansion, research, to produce - producer - production, to advertise - advertisement - advertising, to insure - insurance, to grow - growth, short (long) term, external, source.

Найдите в тексте эквиваленты следующих словосочетаний:

Начать и продолжать вести дело, текущие расходы, закупка необходимого оборудования, вкладывать капитал в новое дело, в большой степени, определять успех, процесс управления капиталом, расширять компанию, поддерживать исследовательские работы, увеличение кредитования рекламы, повседневные операции, вкладывать в разработку новой продукции, долгосрочный (краткосрочный) капитал, банковская ссуда, продолжаться в течение длительного времени, получать капитал извне, влиять на финансовый успех компании.

Ответьте на вопросы по тексту:

1. What does a company need to begin operations?

2. Give definition to the word “capital”.

3. What does a new business need capital for?

4. Whaf determines success?

5. What is financial management?

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6. What is capital needed for?

7. What is the role of competition?

8. In what case does a company utilize short-term (long-term) capital?

9. What is the period for short (long) - term repayment?

10. What is this text about? Give a short summary.

' Текст 8. Globalization

The term "globalization" was first coined in the 1980s, but the concept stretches back decades, even centuries, if you count the trading empires built by Spain, Portugal, Britain, and Holland. Some would say the world was as globalize 100 years ago as it is today, with international trade and migration.

But the 1930s depression put paid to that. Nation states drew back into their shell on realising that international markets could deliver untold misery in the form of poverty and unemployment.

The resolve of Western states to build and strengthen international ties in the aftermath of World War II laid the groundwork for today's globalization.

It has brought diminishing national borders and the fusing of individual national markets. The fall of protectionist barriers has stimulated free movement of capital and paved the way for companies to set up several bases around the world. The rise of the Internet and recent advances in telecommunications have boosted the already surging train. For consumers and avowed capitalists, this is largely a good thing. Vigorous trade has made for more choice in the High Street, greater spending, rising living standards and a growth in international travel.

Supporters of globalization say it has promoted information exchange, led to a greater understanding of other cultures and allowed democracy to triumph over autocracy. Critics say the West's gain has been at the expense of developing countries. The already meager share of the global income of the poorest people in the world has dropped from 2.3% to 1.4% in the last decade.

But even in the developed world, not everyone has been a winner. The freedoms granted by globalization are leading to increased insecurity in the workplace.

Manual workers in particular are under threat as companies shift their production lines overseas to low-wage economies.

National cultures and identities are also under threat thanks to the spread of satellite TV, international media networks and increased personal travel. In French cinemas, around 70% of filmgoers watch Hollywood movies.

At the heart of their concerns is the fact that huge trans-national companies are becoming more powerful and influential than democratically-elected governments, putting shareholder interests above those of communities and even customers.

Ecological campaigners say corporations are disregarding the environment in the stampede for mega-profits and marketplace supremacy. Human rights groups say corporate power is restricting individual freedom.

Even business folk behind small firms have sympathy for the movement, afraid as they are that global economies of scale will put them out of , work.

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But the mere fact the debate can take place simultaneously across countries and continents may well show that celebrated academic Marshall Me Luhan's global village is already here.

Ответьте на вопросы no тексту:

1. When did the term “globalization” appear?

2. What happened in 1930’s?

3. What laid the groundwork for today’s globalization?

4. What has globalization brought?

5. What stimulated free movement of capital?

6. Why is globalization a good thing for consumers and capitalists?

7. What are arguments of supporter of globalization in its favour?

8. What is point of view of critics?

9. Why is globalization leading to insecurity in the working place?

10. Why are national cultures under threat?

11. What is ecologists’ attitude to globalization?