Прочитайте и переведите текст.

To summarize briefly, the basic gas turbine engine consists of a compressor and combustor whose combined function is to produce a high pressure hot gas; a nozzle to expand the gas into a high-velocity stream; and a turbine to extract the energy from this fluid into a rotating shaft. Of course, an actual machine is more complicated than this description indicates. First of all, several auxiliary systems are essential for example, fuel and lubricating oil must be supplied, there must be some means of starting the engine; control and monitoring systems are required.

Another complication almost universally found in marine gas turbines is the use of two turbines in series rather than the single one. The functions of the compressor-driving, high-pressure or gas generator turbine is mainly to drive the compressor; the compressor and the turbine are mounted on opposite ends of the same shaft. The low-pressure, free or power turbine is mounted on a separate shaft and is driven by the gas exhausting from the other turbine, it function is to drive the output shaft of the engine.

The combination of compressor, combustor and the compressor drive turbine is usually called the gas generator, since its function is to generate the gas that drives the power turbine. The marine gas generator is often an air-craft jet engine that has been adapted to marine use, and is replaceable as a unit.

Упражнение 1. Ответьте на вопросы.

1. What is required to produce and deliver fluid steam at high pressure and temperature?

2. What are the main components of the gas turbine?

3. Where is the pressure of the air taken from the atmosphere raised?

4. Where is the air from the compressor heated?

5. What are the processes taking place in the combustion chamber?

6. What are the auxiliary systems of a gas turbine?

7. What is the function of a gas generator?

8. Where are the marine gas-turbine engines used?

Упражнение 2. Переведите следующие словосочетания:

constant volume gas turbine, pulsating gas turbine, constant pressure gas turbine, centrifugal compressor, optimum pressure ratio, auxiliary system, monitoring systems.

Unit IV

Basic Economic Concepts

Lesson 1

Types of Proprietorship

Слова и словосочетания к тексту

own v	—	владеть
sole proprietorship n	—	частная собственность
partnership n	—	партнерство
volume n	—	объем, количество
account for v	—	отвечать за, составлять
service industry n	—	сфера обслуживания
receipt n	—	денежные поступления
repair shop n	—	мастерская

A business may be privately owned in three different forms. These forms are the sole proprietorship, the partnership and the corporation. The sole proprietorship is the most common in many western countries. For example, more than 80 per cent of all business in the USA are sole proprietorships.

But it is evident that sole proprietorships do not do the greatest volume of business. They account for only 16 percent of all business receipts in the United States. What kind of business is likely to be sole proprietorship? First of all, service industries such as laundries, beauty shops, different repair shops, restaurants.

Упражнение 1. Ответьте на вопросы:

1. What are three different forms of privately owned business?

2. What forms do most European countries have?

3. What forms do the businesses in Russia have?

4. What kinds of sole proprietorships do you know?

Упражнение 2. К какой группе “sole proprietorship” или “partnership” вы отнесете следующие виды бизнеса:

Aerospace company Bakery Auto repair shop Computer manufacturing Computer games café Dentist

Hairdresser’s shop Pharmaceutical company Chemist’s / Drugstore (Am) Dress-making establishment Law consultancy Bar, restaurant.

Упражнение 3. Заполните пропуски, используя лексику текста:receipt, business, service, privately, account, corporation, forms.

1. Small … are very often service industries.

2. The … industries don’t produce material goods.

3. More than 80 per cent of all business … are not from sole proprietorships.

4. Less than 20 per cent of European businesses are partnerships or … .

5. Sole proprietorships … only a small part of all business receipts.

6. Is this bank owned publicly or … ?

7. There are three … of business ownership.

Упражнение 4. Прочитайте, переведите и запомните следующие слова. Обратите внимание на словообразование, определите часть речи по словообразовательным элементам.

Law – lawyer, debt – debtor, own – owner – ownership, property – proprietor – proprietorship, participate – participant – participation, decide – decision – decisive, profit – profitable – profitability, invest – investor – investment, responsible – responsibility, save – saving, limited – unlimited, advantage – disadvantage, agree – agreement – disagreement, legal – illegal, success – successful, mean – meaning.

Упражнение 5. Переведите текст: 1) абзацы 1 – 3 устно; 2) абзацы 4 – 6 письменно.

There are three legal forms that business can be privately owned. These are sole proprietorship, partnership and corporation (limited company). No form is better than another. Each has its advantages and disadvantages.

Many businesses are sole proprietorships, which means that they are owned and run by one person. As a sole trader, a person is fully responsible for the success or failure of his or her business. Any profits go to the owner, any losses are his or her responsibility as well. If losses become greater than the investment, the owner is responsible for paying them. This feature is called unlimited liability.

There is no legal difference between the owner and the business. Finances for a sole trader are usually limited to his or her own saving or to what can be borrowed from family or friends. Therefore sole proprietorships are usually small businesses.

When a proprietor wants to expand a business, one way to do so is to form a partnership, business formed for profit by two or more co-owners. The rights and duties of a partnership are regulated by laws and by legal agreement made by partners. Usually an agreement states how much capital each partner has put up, how profits will be shared and how the business will be run between the partners.

All partners are legally responsible for any of the firm’s activities, in other words, each partner has unlimited liability, meaning that all partners are liable for the debts of the business. They share the risks and the profits or losses associated with their business.

A way to avoid the risks of unlimited liability is to form a limited partnership. In a limited partnership there are two kinds of partners – general and limited. General partners have unlimited liability for the business. The liability of limited partners is limited to the amounts of their investments. However, in exchange for this limited liability, limited partners are usually not allowed to take an active part in the firm’s management. There must be at least one general partner in such kind of partnership.

Notes

failure n – неудача, провал

liability n – ответственность

law n – закон

borrow v – занимать, заимствовать

state v – заявлять, констатировать

share v, n – делить; доля

run v – управлять

responsible a – ответственный

loss a – потеря

Упражнение 6. Ответьте на вопросы:

1. What legal forms of business are described in the text?

2. How many people can own a sole proprietorship?

3. What liability has a sole trader for his/her business?

4. What kind of business is partnership?

5. How are partners’ rights and duties regulated?

6. What is a liability of partners for running a usual partnership?

7. What kind of partners are there in a limited partnership?

8. Which partners have unlimited liability in such kind of partnership?

Lesson 2

Accounting

Слова и словосочетания к тексту

accounting n	—	бухгалтерский учет
record n, v	—	документ, запись, протокол; записывать, регистрировать
measure n, v	—	мера, измерять
transaction n	—	сделка, банковская операция
provide data	—	обеспечить данными
stockholder n	—	акционер
income statement	—	отчет о доходах
balance sheet	—	балансовый отчет
ratio analysis	—	анализ коэффициентов
deal with	—	иметь дело с, иметь отношение к
profitability n	—	прибыльность
Return on Investment Ratio	—	коэффициент возвращения инвестиций
assets n, pl	—	активы
liabilities n, pl	—	пассивы (задолженности)
evaluate v	—	оценивать
value n	—	ценность, стоимость

Accounting shows a financial picture of the firm. An accounting department records and measures the activity of a business. It reports on the effects of the transactions of the firm’s financial condition. Accounting records provide a very important data. It is used by management, stockholders, creditors, banks and government.

Most businesses prepare regularly two types of records. These are the income statement and balance sheet. These statements show how money was received and spent by the company.

One major tool for the analysis of accounting records is ratio analysis. A ratio analysis is the relationship of two figures. In finance there are three main categories of ratios. One ratio deals with profitability, for example, the Return on Investment Ratio. It is used as a measure of the operating efficiency of the firm.

The second set of ratios deals with assets and liabilities. It helps a company to evaluate its current financial position. The third set of ratios deals with the overall financial structure of the company. It analyses the value of the ownership of the firm.

Упражнение 1. Ответьте на следующие вопросы.

1. What is the purpose of accounting?

2. Who uses the data provided by the accounting firm?

3. What are the two types of records which most busineses prepare?

4. What do the income statement and balance sheet show?

5. What is the purpose of the ratio analysis?

6. What categories of ratios in finance do you know?

Упражнение 2. Заполните пропуски, используя лексику текста: income statement, data, to measure, efficiency, to evaluate.

1. An accounting helps ... the activity of a business.

2. Accounting records provide … for stockholders.

3. The second type of ratio helps the company … its current financial position.

4. … is one of the two main records which most of the businesses prepare regularly.

5. Our company’s current … is very high.

Упражнение 3. Переведите на английский язык.

1. Бухгалтерский учет представляет данные для кредиторов и вкладчиков. 2. Мы определяем эффективность производства с помощью анализа коэффициентов. 3. Балансовый отчет и отчет о доходах являются основой процесса бухучета. 4. Бухгалтерский отдел сообщает о результатах банковских операций. 5. Результаты балансового отчета должны сравниваться с результатами за прошлый отчетный период. 6. Эта информация дает картину доходности фирмы, ее финансового положения и ее деятельности.

Упражнение 4. Дайте русские эквиваленты.

Accounting, stockholder, financial statement, balance sheet, income statement, assets, liabilities, annual report, return on investment, deal with, provide, profit, ratio, data, accounting period, transaction, profitability, accountant, value, evaluate.

Упражнение 5. Переведите текст письменно. Запомните новые слова по теме “Accounting”.

Accounting is the process of systematically collecting, analyzing and reporting financial information.

Many people confuse accounting with bookkeeping. Bookkeeping is a necessary part of accounting. Bookkeepers are responsible for recording (or keeping) the financial data that the accounting system processes.

The primary users of accounting information are managers. The firm’s accounting system provides the information dealing with revenues, costs, accounts receivables, amounts borrowed and owed, profits, return on investment and the like. This information can be compiled for the entire firm; for each product; for each sales territory, store, or individual salesperson; for each division or department; and generally in any way that will help those who manage the organization. Accounting information helps managers plan and set goals, organize, motivate and control. Lenders and suppliers need this accounting information to evaluate credit risks. Stockholders and potential investors need the information to evaluate soundness of investments, and government agencies need it to confirm tax liabilities, confirm payroll deductions and approve new issues of stocks and bonds. The firm’s accounting system must be able to provide all this information in the required form.

Notes

bookkeeping n – бухгалтерия, счетоводство

revenue n – доход

accounts receivables – дебиторская задолженность, счета к получению

profit n – прибыль

return on investment – прибыль на инвестированный капитал

and the like – и тому подобное

compile v – собирать

division n – сектор

set goals – ставить цели

lender n – кредитор

soundness n – надежность

confirm v – подтверждать

tax n – налог

payroll n – платежная ведомость (по зарплате)

deduction n – удержание, вычеты

approve v – одобрять, утверждать

issue n – выпуск

stock n – амер. акции, ценные бумаги

bond n – облигация

Упражнение 6. Ответьте на следующие вопросы.

1. What is accounting?

2. What is bookkeeping?

3. Who needs accounting information and why?

4. What data does the firm’s accounting system provide?

5. How does accounting information help managers?

6. Why do stockholders and potential investors need accounting information?

Lesson 3

Marketing

Слова и словосочетания к тексту

goods n	—	товар(ы)
consumer n	—	потребитель
distribution n	—	сбыт, распределение
marketing n	—	продажа, сбыт, маркетинг
storing n	—	складирование, хранение
product planning	—	разработка новых продуктов
pricing n	—	назначение цены, ценообразование
promotion v	—	содействие в продаже какого-либо товара с помощью рекламы
traffic n	—	торговля, транспорт, движение
marketing research	—	изучение рынка сбыта
trend n	—	тенденция, общее направление
predict v	—	прогнозировать, предсказывать
advertising n	—	реклама
available a	—	доступный, имеющийся в наличии
merchandise n	—	товары, торговля

Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability to recognize early trends is very important. Producers must know why, where for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the customer to buy. Marketing operations are very expensive. The trend in the USA, in the Europenean countries and even now in Russia has been to high mass consumption. The construction of various shopping centres has made goods available to consumers. Also such centers provide a wide range of merchandise and plenty of parking facilities.

Упражнение 1. Ответьте на следующие вопросы.

1. What does marketing mean?

2. What activities does marketing consist of?

3. What do marketing operations include?

4. Why is it so important for the producer to predict the trends?

Упражнение 2. Заполните пропуски, используя лексику текста: predict, influence, promote, marketing, trends, market research, product planning, consumer.

1. One of the aims of market research in to indicate new … among people.

2. Advertising must … consumer and make him buy the goods produced.

3. In order to sell a new product, a producer has to consider how to … it.

4. The goods of this company are not sold very well, they must think about … .

5. Sometimes it is difficult to influence … through advertising.

6. If you want to produce something new, you should start with … .

7. A producer wants to … the new trends and then tries to influence them.

8. … includes product development and pricing among other things.

Упражнение 3. Переведите на английский язык.

1. Маркетинг включает в себя действия, связанные с движением товара от производителя к потребителю. 2. Маркетинговые операции включают в себя покупку, транспортировку, хранение, рекламу, ценообразование, продажу. 3. Изучение рынка помогает предсказывать общие направления спроса. 4. Реклама оказывает сильное влияние на покупателя. 5. Иногда маркетинг называют сбытом.

Упражнение 4. Дайте русские эквиваленты.

Pricing distribution, promotion, goods and services, customer, consumer, consumption, buyer, seller, ability, consumer market, industrial market, pricing strategy, storage, advertising, marketing research, income, marketing information system, internal and external data, evaluate, create, satisfy, involve, include, achieve, forecast, predict, produce, develop.

Упражнение 5. Прочитайте текст по-английски, переводя русские словосочетания. Перескажите его.

Marketing concept включает в себя различные элементы, такие как planning, research, разработка новой продукции, сбыт, communications, advertising etc. Таким образом, маркетинг embraces stages before, during and after production и даже после продажи.

The primary information that should be provided рыночным исследованием следующая: whether there is спрос на товары, каков потенциал рынка, what sort of competition might be expected, какие сезонные факторы должны быть приняты во внимание, what are local conditions and preferences, local trading factors and the like.

Marketing mix is a сочетание маркетинговых планов и стратегий that are employed by a company для того, чтобы достигнуть своих целей. In its simplest form, ее можно представить by policies adopted in four areas: 1. Планирование и разработка продукции; 2. Promotion (advertising, trade fairs, public relations); 3. Установление цены; 4. Placement (канала сбыта, доставка, транспорт и т.п.) – the four Ps.

Упражнение 6. Прочитайте текст и ответьте на вопросы.

1. Что такое маркетинг и с чего он начинается?

2. Какие виды рынков существуют и кого они обслуживают?

3. Какие характеристики входят в понятие «рынок»?

4. Что влияет на покупательную способность населения?

5. Из чего состоит маркетинговая стратегия?

6. Что такое четыре P?

Marketing is determination of the customer’s needs and wants, the development of goods and services to satisfy those needs and wants, and the delivery of those goods and services to the customer at a convenient time and place. Marketing activities really begin with understanding the customer.

For a firm to prepare an effective marketing strategy, it must first define its market. In a broad sense we can speak of consumer markets, industrial markets and international markets. Consumer markets consist of individuals and households that purchase goods and services for their own use. Industrial markets are composed of firms that buy goods for resale and firms that buy goods and services to use in performing their operations. These goods include raw materials, fabricated materials, equipment, tools, office supplies etc. International markets are buyers of goods and services from other countries. The available natural resources and the status of economic development in a particular country of geographical region determine the dimension of the market for international products.

To be the most effective, marketing managers need to understand the characteristics of the markets they are trying to serve. Market characteristics include population, age, income, and regional patterns that affect marketing strategies. The major factor determining consumer demand is the number and type of people with purchasing power to buy a given product or service.

Other important demographic characteristics are family status and education. Different age groups have different consumption patterns. For example, young children need baby food, toys, clothing. School-aged children purchase clothing, sports equipment, records and CDs, cosmetics and so on. The most important source of consumer purchasing power is personal income. Regional differences in income tastes, buying habits are also to be taken into account.

No business can satisfy all customers. Most marketing managers therefore try to attract the part of the market that matches their product or service. This is called target market – the specific group of customers towards which a firm directs its marketing efforts.

Once a target market has been defined and a marketing research has been conducted, it’s the job of marketing manager to work out marketing strategy: the overall plan for developing the marketing process to reach the firm’s objectives. Usually marketing strategy revolves around product, pricing, promotion, and placement of goods and services – the four Ps of a marketing mix.

Notes

pattern n – система, структура

perform v – выполнять

raw n – сырье

tool n – инструмент, орудие труда

determine v – определять

income n – доход

affect v – влиять

demand n – спрос

purchase v – покупать

take into account – принимать во внимание

satisfy v – удовлетворять

match v – подходить, соответствовать

target market – целевой рынок

once – только, если

overall a – полный, общий

objective a – цель

Lesson 4

Management

Слова и словосочетания к тексту

achieve v	—	достигать
distinct a	—	определенный
call for v	—	требовать
skill n	—	навык, мастерство
asset n	—	ценное качество
ingenuity n	—	изобретательность
employer n	—	работодатель
payoff n	—	выгода, вознаграждение
staffing n	—	обеспечение персоналом
hiring n	—	наём на работу
involve v	—	включать
promoting n	—	продвижение; содействие развитию
employee n	—	служащий; работник по найму

Management is the process of coordinating the resources of an organization to achieve the primary organizational goals. There are two distinct aspects, which are reflected in management: technical and social. In the technical sense, management has to do with machines, instruments, production, etc. Social sense means that people control machines and mechanical systems, and this calls for professional knowledge and special skills.

The most valuable asset of any business is its people. The best businesses are the ones that have the best people – capable, creative, energetic. To attract them requires both ingenuity and initiative on the part of an employer. But the payoff in productivity is worth it. Staffing your business with the best people should be one of the highest priorities. The main aim of staffing is to fill and keep filled the position in the organization structure with competent people. It also involves selecting, hiring, promoting, planning the career, compensating and training.

Many firms have a personnel department with personnel manager directly responsible for coordinating activities of the employees.

Упражнение 1. Ответьте на следующие вопросы.

1. How is management defined?

2. What is the most valuable asset of any business? Why?

3. What must be the priority of a business? Why?

4. What does the term “to staff” mean?

5. What does staffing involve?

6. Who is responsible for personnel management in any organization?

Упражнение 2. Заполните пропуски, используя лексику текста: skills, manager, goals, valuable, staffing.

1. The owner of sole proprietorship may be the only … in the organization.

2. Management is the process of coordinating the resources of an organization to achieve the … of the organization.

3. Human resources are the most … resources.

4. Job analysis is the most important step in … since if forms the basis for hiring decisions.

5. The job anyone can do may require someone with specific … .

Упражнение 3. Переведите на английский язык.

1. Менеджмент – это процесс координации ресурсов организации для достижения организационных целей. 2. Менеджеры занимаются четырьмя видами ресурсов: материальными, финансовыми, людскими и информационными. 3. Наиболее важными ресурсами любой организации являются ее людские ресурсы. 4. Задача нанимателя состоит в том, чтобы привлечь в свою фирму способных, творческих, энергичных и компетентных людей. 5. Менеджер по кадрам непосредственно отвечает за работу служащих. 6. Одним из главных приоритетов в работе любой организации должен быть подбор кадров.

Упражнение 4. Дайте русские эквиваленты.

Levels and areas of management, employer, to achieve the organization’s goals, hiring, employee, income, payoff, staffing, consumer market, to produce goods and services, asset, responsibility, skills, promoting, assets, salary, human resources, compensating.

Упражнение 5. Переведите текст без словаря. Озаглавьте его.

Each organization can be represented as a three-story structure. Each story corresponds to one of the three general levels of management: top manager, middle managers and first-line managers.

A top-manager is an upper-level executive who guides and controls the overall activities of the organization. They are responsible for the firm’s strategy and its major policies. It takes years of hard work as well as talent and good luck, to reach the ranks of top manager. They are president, vice president, chief executive officer and members of the Board.

A middle manager is the one who implements the strategy and policies handed down from the top level. Middle managers develop tactical plans, policies and standard operating procedures. They coordinate and supervise the activities of first-line managers. They are division manager, department head, plant manager and operations manager.

A first-line manager is a manager who coordinates and supervises the activities of operating employees. First-line managers spend most of their time working with employees, answering questions and solving day-to-day problems. Common titles for first-line managers include office manager, supervisor, foreman and project manager.

An organizational structure can be divided into areas of management. The most common areas are finance, operations, marketing, human resources and administration.

A financial manager is responsible for the organization’s financial resources. Accounting and investment are specialized areas within financial management.

An operations manager creates and manages the systems that convert resources into goods and services. Traditionally, operations management is associated with the production of goods.

A marketing manager is responsible for the exchange of products between the organization and its customers or clients. Specific areas within marketing are marketing research, advertising, sales and distribution.

A human resources manager is in charge of the organization’s human resources programs. He or she is engaged in human resources planning, design systems for hiring, training of employees and ensures that the organization follows government regulations concerning employment practices.

An administrative manager (also called a general manager) is not associated with any specific functional area but provides overall administrative leadership. A hospital administrator is a good example of an administrative manager. He or she does not specialize in operations, finance, marketing or human resources management but instead coordinates the activities of specialized manager in all these areas.

Notes

correspond v – соответствовать

executive n – исполнитель

Board n – правление, совет директоров

implement v – осуществлять, реализовать

supervise v – руководить, осуществлять контроль

division manager – руководитель подразделения

operations manager – управляющий производством

solve v – решать

supervisor n – инспектор, начальник

foreman n – бригадир, мастер

be in charge of – заведовать, отвечать за

engage in v – заниматься чем-либо

Упражнение 6. ответьте на следующие вопросы.

1. What are the levels of management?

2. Who belongs to the top management level?

3. What are they responsible for?

4. What are the common titles associated with middle management?

5. What do first-line manager do in the organization?

6. What are the most common areas of management?

7. Who is in charge of human resources programs?

8. What is a financial manager responsible for?

9. What is an operations manager traditionally associated with?

10. What does an administrative manager coordinate?

Lesson 5

Pricing

Слова и словосочетания к тексту

credit terms	—	кредитные условия
delivery n	—	поставка
due to	—	благодаря
cover costs v	—	покрывать затраты
price competition	—	конкуренция в ценообразовании
set prices	—	устанавливать цены
i.e. (that is)	—	то есть
supply and demand	—	предложение и спрос
unit cost	—	цена отдельного товара

All products and all services have prices. The price depends on different things such as credit terms, delivery, guaranties, quality and other forms of service, due to which price can produce the biggest profit during a long period of time. The price may be too high to produce a large volume of products or too low to cover costs.

Prices can be determined in different ways. For example, the prices of meat, cotton and other agricultural prices can be decided in large central markets where forces of supply and demand exist. This is pure price competition. The prices on industrial products (iron, steel, etc.) are usually decided by large companies. As a rule, the amount and price of goods sold to a large number of buyers is controlled by a few competing sellers. Also prices can be set by the government, usually for different public services — railroads, electricity, manufactured gas, bus services, etc.

If demand increases, prices rise, profits expand and new investment is attracted. In a perfectly competitive market, there is no need for any pricing policy because price is determined by the market, i.e. by the demand and supply forces acting in it. In practice, the economic system does not always work perfectly, and a lot of other factors have to be involved in pricing, the most important among them being unit costs, desired profits, competitors’ prices, governmental regulations, etc.

Упражнение 1. Ответьте на следующие вопросы.

1. What does the price depend on?

2. In what way are agricultural prices decided?

3. How are industrial products usually priced?

4. What forces regulate price?

5. What other factors are involved in pricing?

Упражнение 2. Дайте русские эквиваленты.

Demand, pricing supply, competitor, competitive market, profitability, to set up price, distribution, desired profit, consumer goods, sales promotion, to attract investment, sound pricing policy, unit costs, expensive, expand, cheap.

Упражнение 3. Переведите на английский язык.

1. Этот магазин предлагает покупателю выгодные кредитные условия. 2. Прежде чем выпускать товар, необходимо тщательно изучить спрос и предложение. 3. Компании устанавливают цены на свои товары. 4. Вице-президент фирмы рассказал о ценообразовательной политике своего предприятия. 5. Ценообразовательная политика фирмы – это важный элемент в ее конкурентной стратегии. 6. Фирма может продавать свой товар по сниженным ценам, поскольку ситуация на рынке изменилась.

Упражнение 4. Прочитайте текст, используя соответствующую часть речи.

One of the basic problems with pricing is that it fulfills two sometimes (contradict/contradictory/contradiction) roles. You should know that, along with costs and volumes of business, pricing is a direct (determine/determination/determinant) of (profit/profitable/profitability). The other role of pricing is as an implicit (подразумеваемый) element of a (promote/promotion/promotional) mix. In a way, a price acts like a magnet – it (attract/attracts/attractive) some customers and repels others. People tend to base their (perceive/perception/perceptive) of goods and services partly on the price. A price offer can also play a central role in an (advertise/advertising/advertisement) campaign, for example, if an (advertise/advertising/advertisement) is based on a “20% free” new package, it can be considered as corresponding discount offer.

Упражнение 5. Переведите предложения, обращая внимание на конструкцию “the …, the ...”.

1. The more independent firms there are in an industry, the greater is the competition.

2. The bigger the firm, the greater the opportunity for each employee to specialize in those tasks for which he is fitted best of all.

3. The greater the risk associated with any financial decision, the greater the return expected from it.

4. The smaller the number of suppliers, the more control will they have over prices.

5. The lower the price, the less the opportunity that new firms will attempt to enter the market.

Упражнение 6. Переведите текст со словарем. Найдите и выпишите предложение с конструкцией “the …, the ...”. Запишите новые слова по вашей специальности в свой словарь и выучите их.

The Cost of Ships

Ships are the largest mobile structures in the world and they cost a lot of money to build. Cost is the monetary expression of the expenditure incurred by enterprise in the process of the production of a product – a commodity or a service. Cost is determined by the value of the materials used plus expenditure on equipment, power, wages and so on. But it also depends in great extent on the efficiency and quality of the work at the enterprise as a whole. The better the performance, the lower the cost and vice versa.

The purpose of all ships is to carry cargo, passengers and military equipment through different waterways. There are following groups of ships: commercial vessels, cruise ships and military vessels. The first group is the most important from the economical point of view, because merchant ships are build and operated to earn revenue. As for military vessels the only return these ships give is their performance in warfare.

The price of new vessel construction varies from country to country and often the price which an owner pays is not always related to the real shipbuilding cost. Prices vary not only because of difference in construction costs (steel, labour, etc.) and building methods, but they also depend on a variety of complex factors related to nation’s maritime policies.

The shipowner looks for a ship which will be economic in operation, with low fuel consumption, minimum manning, low maintenance and maximum reliability. Shipowners are free to order ships anywhere in the world, but the factors which determine their choice of the shipyard will be essentially financial of which the following are the most important:

1. The basic price.

2. Any additional costs for modifications from standard or basic specifications to suit owners’ needs.

3. The payment terms and availability of finance of a particular yard.

4. The currency in which payment will be made.

The basic price is a straightforward fact and, as such, enables easy comparisons with other yards; the same is true with any additional costs. The complexities arise mostly with the contract payment terms, the availability and terms of the finance to be arranged and the currency question.

Notes

expenditure n – расход, трата

incur v – нести расходы

carry v – перевозить

cargo n – груз

merchant a – торговый

earn v – зарабатывать

revenue n – доход

maritime a – морской

fuel n – топливо

manning n – личный состав

maintenance n ­–расходы на эксплуатацию и ремонт

order v – заказывать

terms (pl) – условия

determine v – определять

currency n – денежное обращение

Lesson 6

Job Hunting

Слова и словосочетания к тексту:

option n	—	выбор
consider v	—	рассматривать, принимать во внимание
be suitable for the position	—	соответствовать должности
personnel office	—	отдел кадров
applicant n	—	кандидат на должность
valuable source	—	ценный источник
employment agency	—	агентство по найму
two sets of qualifications	—	два вида характеристик
experience n	—	опыт работы
trait n	—	черта (характера)
evaluate through interview	—	оценивать на основании интервью

An employer has several options to consider when he wants to hire a new employee. First of all he may look within his own company. But if he can’t find anybody suitable for the position he will have to look outside the company. If there is a personnel office in the company, he can ask them to help him to find a qualified applicant. The employer can also use another valuable sources, for example, employment agencies, consulting firms, professional societies. He can also advertise in a newspaper or in a magazine and request candidates to send in resumes.

The employer has two sets of qualifications to consider if he wants to choose from among the applicants. He must consider both professional qualifications and personal characteristics. A candidate’s education, experience and skills are included in his professional qualifications. These can be listed in a resume. Personal characteristics or personality traits must be evaluated through interviews.

Упражнение 1. Ответьте на следующие вопросы.

1. Which options should an employer first consider when he wants to hire a new employee?

2. What service does a personnel department provide?

3. In what way can the new employees be found outside the company?

4. What qualifications does the employer consider in choosing an employee?

5. What is meant by “professional qualification” for a job?

6. What personal characteristics does the administration consider when choosing an employee?

Упражнение 2. Заполните пропуски, используя лексику текста: to advertise, resume, employee, applicant, personnel office, qualification, agency, personal.

1. We are going to interview three ... for the position.

2. If you need applicants for this position, … in a special section of the local newspaper.

3. Personnel office will help you to find a new … .

4. All the information about the staff of the firm can be found in … .

5. She has a good … for the position: a university degree, good work experience.

6. I want to find a new secretary, so I’ll call an employment … .

7. If you are an applicant for the position, you have to write your … .

8. Don’t ask him … questions, it will be impolite.

Упражнение 3. Переведите на английский язык.

1. Его должность в компании очень важна. 2. Нам нужно найти нового служащего. 3. Поместите объявление в газету. 4. Мы должны рассмотреть два вида характеристик. 5. Кандидаты на должность должны послать резюме. 6. Вы найдете всю информацию в отделе кадров. 7. Если вам нужна работа, обратитесь в агентство по найму. 8. Этот служащий имеет большой опыт работы в нашей фирме.

Упражнение 4. Если вы собираетесь устраиваться на работу, то вам необходимо написать сопроводительное письмо и резюме. Прочитайте и переведите образец письма. Обратите внимание на его стиль и форму.

John M.Hill

38 Park Avenue, Ap.10B

New York, N.Y. 12358

Tel. (312) 555-4882

6 October, 2006.

Dear Sir/Madam,

I am writing to apply for the position of a bookkeeper, which was advertised in Monday’s edition of “The Evening Post”.

I graduated from London School of Economics in 1991 with a Bachelor degree. I moved to the United States in the same year. I have been working as a Deputy Chief of Planning in Frisco Docks, Inc., which is based in California. Prior to this, I worked as an accountant in ABRACA Co, Ltd., New York.

My professional experience has given me a perfect knowledge of making up all kinds of financial documents. Since my present position offers little prospect for advancement, I would prefer to be employed in an expanding organization such as yours.

I have enclosed a copy of my resume. If my background and qualification are of interest to you I would be glad to attend an interview at any time convenient to you.

Yours faithfully,

John M.Hill

Notes

Deputy Chief – заместитель начальника

prior – раньше, прежде, до

enclose v – вкладывать, прилагать

prefer v – предпочитать

background n – подготовка

convenient a – удобный

Упражнение 5. Самостоятельная работа. Напишите свое собственное сопроводительное письмо. Следующие слова и выражения помогут вам в этом. Соблюдайте последовательность изложения вашего обращения.

Opening Remarks: I am writing with regard to your advertisement/with reference to your advertisement in …/I would like to apply for the post/job/position of/which I saw advertised in … etc.

Reference to experience: … for the last/past year/I have been working as … since/for …/I have had experience of …/. Two years ago I was employed as …/I worked as … etc.

Closing Remarks: I would appreciate a reply at your earliest convenience/please contact me regarding any queries you may have/I am looking forward to hearing from you soon/I would be interested in meeting with you in … to discuss further the possibility of …/etc.

Упражнение 6. Прочитайте резюме. Укажите, какая информация, данная в нем, не была включена в письмо. Напишите свой вариант резюме.

Name:	John M.Hill
Address:	38 Park Avenue, Ap. 10B. New York, 12358
Date of Birth:	28 April 1970
Objective:	A position as a bookkeeper
Summary:	15 years of experience in every routine work in this field. Perfect knowledge of computers and statistics.
Qualifications:	Make up all kinds of financial reports, balances and production planning.
Experience 1997-2006:	FRISCO DOCKS, Inc. San Francisco, California Deputy Chief of Planning, Commerce Dpt. In charge of account books, statements, new ideas in planning.
1991-1997:	ABRACA Co, Ltd., New York. Accountant. Prepared accounts and balance sheets of every kind.
Education:	London School of Economics London, Great Britain, Bachelor (Ec.)
Personal:	Arrived in the United States September, 1991. married, one child.
Other information:	Languages spoken: French, Spanish. Interests: travelling, reading.
References:	Avialable upon request.

Contents

Unit I 2

Unit II 16

Unit III 39

Unit IV 62

Кафедра иностранных языков 87

Судостроение 87

Методические указания 87

по английскому языку 87

Санкт-Петербург 87

Государственное образовательное учреждение

высшего профессионального образования

«Санкт-Петербургский государственный морской технический университет»

Кафедра иностранных языков

Судостроение

Методические указания

по английскому языку

Санкт-Петербург

2008

87