Модуль 2

Тема 5

Виставка-ярмарок. Презентація продукції. Особливості тексту рекламного слогана. Складання рекламного проспекту.

Заняття № 11. Виставка-ярмарок. Презентація продукції.

Мета заняття: Сформувати у студентів загальні та професійно орієнтовані комунікативні мовленнєві компетенції (лінгвістичну, соціолінгвістичну і прагматичну) для забезпечення ефективного спілкування для презентації своєї компанії або продукції.

1. Read and discuss the information below:

How to make a sales presentation

Making a sales presentation can be nerve-wracking. If you prepare thoroughly and do a few practice runs, you can boost your confidence and sell your product or service to the best of your ability.

1. Research your prospect's company as well as your own. Know everything you can about the company you're pitching to so you can tailor your sales presentation to fit its needs. You can use the Internet for this as well as talk to a company representative. In addition, you'll need to know your own company's history and every detail about the product or service you're selling so you can answer questions accurately.

2. Design a presentation that best fits the needs of your prospective client. For example, if you're selling a product, bring a sample or prototype along with you. If your product or service is very detailed, use charts, pictures and handouts to help emphasize your point. A slide presentation is helpful no matter what you're selling; just make sure to tailor it to your client and not to use a generic slideshow for every sales presentation you make.

3. Start your presentation by giving a brief company history. It's better if this isn't too detailed because businesspeople often have limited time to listen to sales pitches. Be engaging to hold your client's attention.

4. Tell the client how your product fits his company's needs. Identify several ways that your product can fill a void or boost profits for his company. Be specific and focus on what the company values; for example, if the client's main goal is to improve customer service, don't just tell the representative how your service can increase his bottom line.

5. Give as many details as possible to answer the client's questions before he asks them. If your product is very technical, make good use of visual aids to walk the representative through this section of the presentation. Give real-life examples of how your product has helped similar customers.

5. Make a comparison between your product and others that are available. By directly addressing the competition, you answer some questions the client may not feel comfortable asking.

6. Explain your company’s process for delivering the product, turnaround time, customization, invoicing and cost. Give brief details about these items to round out your business presentation.

7. Answer questions the customer has. It’s best to prepare responses to objections and hard questions before you start your presentation so you can answer each question thoroughly. If you don't know an answer, tell the client you'll find out and get back to him promptly. Make sure you follow through.

8. Thank your prospective partner.

Give your client a chance to ask questions as you move through your business presentation. If you move too quickly, it's easy for your prospect to get overwhelmed and not leave with a thorough grasp of what you're offering and thus not purchase from you.

2. In groups of 2-3 students develop 3 minutes’ presentations of some company’s product.

Заняття № 12. Особливості тексту рекламного слогана. Складання рекламного проспекту.

Мета заняття: Сформувати у студентів загальні та професійно орієнтовані комунікативні мовленнєві компетенції (лінгвістичну, соціолінгвістичну і прагматичну) для забезпечення ефективного спілкування для створення реклами продукту або компанії.

1. Study the advertisement vocabulary. Match the definition on the left with the letter of the term on the right:

a - commercial (n.) b - billboard c - complimentary d - campaign e - readership f - slogan g - press release h - features i - publicity j - brand awareness

1. memorable motto or phrase - 2. a large, square sign used to post advertisements - 3. a statement (about a product) released to the news media - 4. an advertisement on TV, the radio, etc.- 5. the attempt to manage how a public sees a product - 6. the number of people that read a particular newspaper, magazine, etc. - 7. a plan of action (to promote a product) --> 8. a measure of how popular a brand is (how many people know it, etc.) - 9. special characteristics, qualities - 10. free -

2. PRACTICE: Advertisements

Imagine, you work in a agricultural machine dealing center. You should make an advertisement for a John Deer tractor. You have technical characteristics. Think of a slogan and the advertisement text.

Remember that a good advertisement should have what the target audience can easily relate to when they see the advertisement. You need to know how your product or service is going to benefit people.

T9060
Engine type	Cummins QSX15
Engine horsepower	kw/hp (CV) 395/535
Transmissions	16x2 Powershift with transport mode
Axles	Wheeled 4WD

Заняття № 13.

Мета заняття: Сформувати у студентів загальні та професійно орієнтовані комунікативні мовленнєві компетенції (лінгвістичну, соціолінгвістичну і прагматичну) для забезпечення ефективного спілкування для створення реклами продукту або компанії.

1. Read the text below:

Development of tractor advertisements

Since the end of the ХХ century a mental world of people has been trasformed. A person is obligatory a member of the certain social group, a member of the national linguocultural community, which means that his or her behavior (including communicative) and activity (including language) bear the national cultural inflection. National language mentality can become apparent not only in specific vocabulary but it is also represented in advertising texts. Advertisement (ad) has a cultural value as it it is able to model people’s mentality according to targets and needs of an advertiser and to change customs and social norms during a short period of time.

Advertising text is a specific kind of a text. It is a carrier and exponent of the information the author implies; it realizes some intention which translates information for acheaving a certan purpose. An advertising text must be short to the limit, noticeable and expressive, in other words – successful.

According to George Lakoff and Mark Johnson, ‘The concepts that govern our thought are not just matters of the intellect. They also govern our everyday functioning, down to the most mundane details. Our concepts structure what we perceive, how we get around in the world, and how we relate to other people. Our conceptual system thus plays a central role in defining our everyday realities. If we are right in suggesting that our conceptual system is largely metaphorical, then the way we thinks what we experience, and what we do every day is very much a matter of metaphor.’ But our conceptual system is not something we are normally aware of. in most of the little things we do every day, we simply think and act more or less automatically along certain lines. Just what these lines are is by no means obvious. One way to find out is by looking at language.

Metaphors can apeal to various subjects. They give various metaphoric models of a tractor and attract our attention to different aspects of our mental experience.

The metaphor ‘a tractor is a bull’ (a slogan ‘Ride them’ (Mahindra) and a trademark (Lamborghini)) illustrates the idea of a tractor as a powerful creature. The metaphor ‘a tracor is a power’ is illustrated by ad slogan ‘Here’s power for everybody’ (International Diesel Tractor) or ‘Power for the nationn’s arms, power for the nation’s farms’. The slogan: ‘Lamborghini Range: rationality and emotion’ implies the metaphor ‘a tractor is a powerful beauty. Professionals choose Lamborghini tractors for two basic reasons: its advanced technology and the good looks assured by its elegant and exclusive styling). Sometimes advertisement appeals to a most unexpected metaphors. As ‘a tractor is my love’ in the slogan ‘I have two loves in my life… I married one and I mow with the other’ (John Deere Lawn Tractor Ad, 1996) or ‘a tractor is a life-savior’ (Caterpillar: ‘Systems to completion without delay. Let’s get it finished. Before more lives are’).

Lamborghini tractor’s ad: again a bull

This is a 1996 John Deere Lawn Tractor Ad

Not many people know that Lamborghini is building tractors as well, actually that’s how they started! Here’s a great ad for Lamborghini tractors which won silver in Cannes. Lamborghini Range: rationality and emotion.

Professionals choose Lamborghini tractors for two basic reasons: its advanced technology and the good looks assured by its elegant and exclusive styling. Whether you’re guided by rational or emotional considerations, in the end it makes little difference!

3. Discuss the text in the group.

4. Develop a conception of a device (materials are provided by the teacher).

Тема 6

Обговорення умов контракту. Форми оплати. Умови постачання. Гроші. Платіжні документи. Міжнародні комерційні правила „INKOTERMS”. Складання листа-замовлення.

Заняття № 14. Обговорення умов контракту. Форми оплати. Умови постачання.

Мета заняття: Сформувати у студентів загальні та професійно орієнтовані комунікативні мовленнєві компетенції (лінгвістичну, соціолінгвістичну і прагматичну) для забезпечення ефективного спілкування gsl час проведення ділових перемов.

1. Read the information below. The discuss it in the group.

How to negotiate contracts

A contract is a legally binding agreement between 2 or more parties to uphold terms in a relationship as set forth by the contract. Contract negotiation involves the process of discussing and compromising on contract terms in order to reach the final, approved draft of a contract. Some contracts are non-negotiable, as is usually the case with leases and manufacturer warranties. However, there are contracts - like business, real estate and financial contracts - that may be negotiated in order to reach terms that are satisfactory to all parties involved. Follow these guidelines for how to negotiate contracts.

1. Identify your objectives for entering into the contract. Before you attempt negotiating a contract, you need to have a specific idea of what your desired outcome is. For example, if you want to lengthen the contract period, then you should know exactly how long you would like the contract period to be. Make both a list of things you will compromise on and a list of terms you are not willing to negotiate.

2. Research contract laws in your area. Because contracts are legally-binding documents, many contract terms are regulated by the government. For example, it is not legal for a landlord to contract a tenant to inhabitable living conditions. Before you go into contract negotiation, schedule a free consultation with an attorney who specializes in contract law, or search online for a legal advice site where you can verify that the terms of your contract are within legal parameters.

3. Prepare for the negotiation.

• Get any facts, figures and documents you may need to back up your negotiation points.

• Create a checklist of items that you want to address. When you negotiate a contract, it helps if both sides agree to this itinerary before the negotiation session begins.

• Set a time frame within which to reach an agreement on terms. Create a plan for the possibility that both sides cannot agree on terms within this time frame. For example, you may agree to schedule a mediation after 2 failed contract negotiation meetings, or to withdraw the contract altogether.

4. Build trust with those you are negotiating with. This will help you reach an agreement faster, and with less resistance and time-consuming inquisition. To build trust, fully disclose all of the facts surrounding your contract negotiation requests, provide documentation of any facts or figures you use to support your requests, communicate openly about your interests and be receptive to the other party's counter-presentations.

5. Approach the negotiation with a positive attitude. This will promote cooperation and aid both party’s openness to mutually beneficial solutions.

2. Study the chart presenting International Payment instruments. Which is the most risky? Which is the safiest?

International Payment Instruments Comparison Chart
Payment Method	Features	Advantages	Disadvantages
Wire Transfer	Fully electronic means of payment Uses correspondent bank accounts and Fed Wire U.S. Dollars and foreign currencies Same convenience and security as domestic wires Pin numbers for each authorized individual Repetitive codes for frequent transfers to same Beneficiaries	Fastest way for Beneficiary to receive good funds Easy to trace movement of funds from bank to bank	Cost is usually more than other means of payment Funds can be hard to recover if payment goes astray Intermediary banks deduct charges from the proceeds Details needed to apply funds received for credit management purposes are often lacking/insufficient Impossible to stop payment after execution
Foreign Checks	Paper instrument that must be sent to Beneficiary and is payable in Beneficiary's country Uses account relationships with foreign correspondent banks Available in U.S. Dollars and all major foreign currencies	Convenient when Beneficiary's bank details are not known Useful when information/ documentation must accompany payment (subscriptions, registrations, reservations, etc.) Relatively easy to stop payment if necessary	Mail or courier delivery can be slow Good funds must still be collected from the drawee bank If payable in foreign currency, value may change during the collection period Stale dating rules differ in various countries
Commercial Letters of Credit	Bank’s credit replaces Buyer's credit Payment made against compliant documents Foreign bank risk can be eliminated via confirmation of a bank in Beneficiary's country Acceptance credits offer built-in financing opportunity	Rights and risks of Buyer and Seller are balanced Seller is assured of payment when conditions are met Buyer is reasonably assured of receiving the goods ordered Confirmation eliminates country risk and commercial risk	More costly than other payment alternatives Issuance and ammendments can take time Strict documentary compliance by Seller is required Reduces applicant's credit facilities
Standby Letters of Credit	Powerful instrument with simple language Increasingly popular in U.S. and abroad Foreign bank risk can be eliminated via confirmation of a bank in Beneficiary's country "Evergreen" clauses shift expiry risk from Beneficiary to issuer	May be cheaper than Commercial Letter of Credit More secure than open account or Documentary Collection Discrepancies less likely than under Commercial L/C Confirmation eliminates country risk and commercial risk	Weak language can give Beneficiary unintended advantages More costly than Documentary Collections Reduces Buyer's credit facilities
Documentary Collections	Seller uses banks as agents to present shipping documents to Buyer against Buyer's payment or promise to pay With Direct Collection Letter (DCL), Seller ships and sends shipping documents directly to Buyer's bank, which collects and remits funds to Seller's bank	Somewhat more secure than open account Cheaper and less rigid than Commercial L/C No strict compliance rules apply No credit facilities required	Country risk and commercial risk exist No guaranty of payment by any bank No protection against order cancellation No built-in financing opportunity as with Commercial L/C

Заняття № 15. Гроші та банк. Банківські документи.

Мета заняття: Сформувати у студентів загальні та професійно орієнтовані комунікативні мовленнєві компетенції (лінгвістичну, соціолінгвістичну і прагматичну) для забезпечення ефективного спілкування в банківських установах.

1. Read and discuss the information below:

Banking accounts and documents

Bank accounts:

When you open an account for the first time, you need to be familiar with the different types of accounts that are available. Banks usually offer a package of a few different accounts and services.

• Savings account: A bank account that earns interest. A savings account does not have an overdraft facility. You can use a savings account for short-term savings. You earn interest on the amount in the account, but not as much as you would earn with a fixed deposit account.

• Cheque or current account: A bank account that is used to deposit and withdraw money by visiting the bank branch, using an ATM or Internet banking or by writing a cheque. These are usually available to people who earn a regular income. They also have an overdraft facility, which allows you to use more money that you have in your account. Interest is charged on the overdraft.

• Fixed deposit account: A fixed deposit account is aimed at those who have a lump sum they want to invest over a set period of time. The money is deposited into the account and left there until the agreed upon date, when it is released back to the account holder with added interest. You would consider a fixed deposit if you want to save money for a medium to long term.

• Credit account (with credit card): An account either with a store or bank, that allows the account holder to purchase items now and pay for them later. Often the account holder is able to choose between the straight payment plan, where they will pay back the money in one lump sum, or the budget plan where the debt payments are divided up over a set number of payments. The two different payments have two different interest rates.

• Debit account (with debit card): Debit cards can be used to pay for purchases. When the card is swiped, instructions are sent to the account holder's bank to deduct the money from their account. Often this is their main account and is easier to manage than first paying for something with a credit card and then at a later date, transferring money into the credit card account. Usually a debit account does not offer as much credit as a credit account (if any at all).

The type of account you should open depends on your needs. For example, you might not have a fixed income, but want to save money to buy a Playstation, so a savings account would be the most appropriate for your needs as a learner.

Someone who is employed full-time will need a cheque account, so that their salary can be deposited there and they can apply for other benefits attached to this type of account.

Bank statements

A bank statement is usually sent to the account holder monthly. Bank statements show the following for each transaction:

• the date of the transaction

• a description of the transaction, showing the type of transaction

• the amount of the transaction, indicating whether it is a debit or a credit (often in different columns)

• a column for the balance after each transaction.

So a bank statement gives you a running total of the amount of money in an account for the month.

Account holder - The person whose name the account is in.

Opening and closing balance - The amount of money in the account at the beginning and the end of the period.

Transaction - Any event where money moves into or out of an account.

Debit transaction - Amount of money paid out of an account.

Credit transaction - Amount of money deposited into an account.

2. PRACTICE: Understanding a statement

Ann receives the following statement from her bank, detailing her transactions from 25/01/2014 to 25/02/2014. Study the statement and answer the questions that follow:

Date	Description	Amount	Amount	Balance
25/01/2014	Salary	8000,00		8050,50
27/01/2014	Car insurance		−100,00	7950,50
01/02/2014	Electronic transfer Mr Serei (RENT)		−3000,00	4950,50
01/02/2014	Debit order Healthsaver medical aid		−500,00	4450,50
02/02/2014	Debit order Mobi contract		−250,00	4200,50
03/02/2014	Debit order Supa Fashion Store		−300,00	3900,50
05/02/2014	Purchase at Shop 'n Save		−2000,00	1900,50
14/02/2014	PAYMENT Mrs S Khumalo	500,00		2400,50
20/02/2014	Automechanix		−1000,00	1400,50
			Total remaining	1400,50

1. How can you tell the difference between the debits and the credits in this statement?

2. List Ann’s debits and credits for the month.

3. In the first line of this statement, Ann receives a salary of R 8000. Look at the balance to work out what she had in the account before the payment was made.

4. Ann receives some birthday money as well as her salary this month. Identify this transaction.

5. How much money would she have been left with, if she hadn’t received money for her birthday?

Заняття № 16. Міжнародні комерційні правила „INKOTERMS”.

Мета заняття: Сформувати у студентів загальні та професійно орієнтовані комунікативні мовленнєві компетенції (лінгвістичну, соціолінгвістичну і прагматичну) для забезпечення ефективного спілкування. Опанування понятійного апарату ІNKOTERMS.

1. Read the text below:

Incoterms - International Commercial Terms

The Incoterms rules are a series of international sales terms, published by International Chamber of Commerce (ICC). They are an internationally recognized standard and are used worldwide in international and domestic contracts for the sale of goods. First published in 1936, they govern where the cost of transport and risk of loss lie in international transactions. Since January 1, 2011 the eighth edition, Incoterms 2010, has had effect.

(cost of transport = who pays for the transportation

risk of loss = who bears the cost/responsibility should the cargo be damaged, destroyed, or lost)

Incoterms are standardized internationally, so if a seller tells you the something costs X US dollars FOB port Y, you both know exactly what your cost and responsibilities are. For example, you are in Kharkiv, Ukraine, and you contact a factory in Guangzhou, China to buy some hardware. The factory quotes you $5/unit, FOB Guangzhou, or $6/unit CIF Odessa.

Regulations are as follows:

EXW – Ex Works. The seller makes the goods available at his premises. This term places the maximum obligation on the buyer and minimum obligations on the seller. The Ex Works term is often used when making an initial quotation for the sale of goods without any costs included

FCA - Free Carrier. The seller delivers the goods, cleared for export, at a named place. This can be to a carrier nominated by the buyer, or to another person nominated by the buyer.

CPT – Carriage Paid To (named place of destination).

CPT replaces C&F (cost and freight) and CFR terms. The seller pays for the carriage of the goods up to the named place of destination. Risk transfers to buyer upon handing goods over to the first carrier at the place of shipment in the country of Export. The Shipper is responsible for origin costs including export clearance and freight costs for carriage to named place (usually a destination port or airport). The shipper is not responsible for delivery to the final destination (generaly the buyer’s facilities), or for buying insurance.

CIP – Carriage and Insurance Paid to (named place of destination). This term is broadly similar to the above CPT term, with the exception that the seller is required to obtain insurance for the goods while in transit.

DAT – Delivered at Terminal (named terminal at port or place of destination). This term means that the seller covers all the costs of transport (export fees, carriage, unloading from main carrier at destination port and destination port charges) and assumes all risk until destination port or terminal.

DAP – Delivered at Place (named place of destination)

Can be used for any transport mode, or where there is more than one transport mode. The seller is responsible for arranging carriage and for delivering the goods, ready for unloading from the arriving conveyance, at the named place. Duties are not paid by the seller under this term (an important difference from Delivered At Terminal DAT, where the buyer is responsible for unloading).

DDP – Delivered Duty Paid (named place of destination).

Seller is responsible for delivering the goods to the named place in the country of the buyer, and pays all costs in bringing the goods to the destination including import duties and taxes. The seller is not responsible for unloading.

FAS – Free Alongside Ship (named port of shipment).

The seller delivers when the goods are placed alongside the buyer's vessel at the named port of shipment. This means that the buyer has to bear all costs and risks of loss of or damage to the goods from that moment. The FAS term requires the seller to clear the goods for export, which is a reversal from previous Incoterms versions that required the buyer to arrange for export clearance.

FOB – Free on Board (named port of shipment).

The seller must advance government tax in the country of origin as of commitment to load the goods on board a vessel designated by the buyer. Cost and risk are divided when the goods are sea transport in containers.

CFR – Cost and Freight (named port of destination).

Seller must pay the costs and freight to bring the goods to the port of destination. However, risk is transferred to the buyer once the goods are loaded on the vessel. Insurance for the goods is NOT included. and This term is formerly known as CNF (C&F, C+F or CF).

CIF – Cost, Insurance and Freight (named port of destination)Exactly the same as CFR except that the seller must in addition procure and pay for the insurance.

PRACTICE:

2. Look up in a dictionary the Ukrainian equivalents for the following international trade terms and put them into the table:

freight -	buyer -
cost -	seller -
insurance -	port of destination-
customs duty -	port of loading -
delivery -	free carrier -
shipment -	ex works -

3. Study attentively the chart given below. Analyse where the a seller’s cost and risk finish and a buyer’s cost and risk start according to certain regulations. It will help you to answer the questions of the quiz and fill in the answer table:

Incoterms quiz:

1.	2.	3.	4.	5.	6.	7.

1. Which of the statements (2) about EXW are true?

a. The seller pays the transport costs up to the port of shipment.

b. The buyer pays transport costs from the seller's premises on.

c. The seller makes the goods available at his premises.

d. The buyer makes the goods available at his premises.

2. Which terms are cheapest for the seller?

a. DDP b. CIF

c. FAS d. EXW

3.What does FOB stand for?

a. billing

b. free on board

c. free original barbecue

4. Match the definition with the Incoterms: ‘The seller pays the transport costs up to the port of shipment. He bears the risk until the goods have passed the ship's rail at the port of shipment.’

a. FOB b. FAS c. EXW

d. DDP e. CIF

5. Which terms apply to DDP?

a. The seller pays all the costs and bears the risk until the goods have been delivered on his side of the border.

b. The seller pays insurance and transport costs up to the port of destination.

c. The seller pays all costs, including customs duty.

d. The buyer has to cover all the costs, including sea insurance and customs duty.

6. What does CIF include?

a. transport costs and customs duty

b. insurance and customs duty

c. transport cost and insurance

7. Free alongside ship (FAS) means that ...

a. the goods don’t belong to anybody as long as they are alongside the ship.

b. the goods have to be delivered by sailboat.

c. the seller has to pay for the transport until the goods are being unloaded at the port of destination.

d. the buyer is responsible for the transportation of his goods as soon as they are being loaded aboard.

Тема 7

Претензії та скарги: недопоставка, затримка в поставці, інші порушення умов контракту. Лист-рекламація. Складення скарг та пропозицій. Обговорення динаміки процесів.

Заняття № 17.

Мета заняття: Сформувати у студентів загальні та професійно орієнтовані комунікативні мовленнєві компетенції (лінгвістичну, соціолінгвістичну і прагматичну) для забезпечення ефективного спілкування щодо висловлювання претензій та скарг. Формування навичок із складання листа-скарги та листа-пропозиції.

1. Read and discuss the information below:

Check contracts, receipts, invoices, packaging, etc., for collection and return procedures and follow them.

When complaining, particularly about expensive items, it's not helpful to undermine your position by failing to follow any reasonable process governing faulty or incorrect products. You may even end up with liability for the faulty product if the supplier is able to claim that you've been negligent in some way.

For certain consumer complaints it's helpful to return packaging, as this enables the organization to check production records and correct problems if still present. If in doubt phone the customer services department to find out what they actually need you to return.

Product returns for business-to-business complaints will initially be covered by the supplier's terms and conditions of sale. Again take care not to create a liability for yourself by failing to follow reasonable processes, (for example leaving a computer out in the yard in the pouring rain by way of incentive for the supplier to collect, is not generally a tactic bound to produce a successful outcome).

Use recorded and insured post where appropriate.

Complain by phone - or write a letter of complaint?

Obviously if a situation needs resolving urgently you must phone, but that's different to complaining. When something goes wrong the the temptation is often to get on the phone straight away, and give someone 'a piece of your mind' about whatever has disappointed or annoyed you, but phoning to complain in this way is rarely a good idea. This is because:

• ‘Heat of the moment’complaints almost always produce confrontation, emotion, and misunderstanding, which are not conducive to the cooperation necessary for good solutions and outcomes.

• For organizations to handle complaints properly they need to be able to deal with facts and written records. Written details are essential to their complaints processing, and a letter is a far more reliable way of communicating these things than a verbal phone exchange.

• You will need a your own record of the complaint to establish accountability, responsibility, that you have actually complained, when you complained, and to whom. Telephone conversations do not automatically create a record. With a phone complaint there is nothing for you to refer back to; no copies can be produced when and if you need to follow up the complaint.

• A letter gives you the chance to present your case in the best possible way. Telephone conversations can quickly get out of control.

• Writing a letter helps you to calm down and do things properly. Calling people immediately on the phone often fuels your emotions, especially if the person at the other end isn't good at handling you. When you lose control of your emotions you lose control of the situation, your credibility, clarity, cooperation, goodwill and objectivity; all of which you need if you want to achieve the best possible outcome.

• For very serious matters you should be using recorded or registered post, which effectively guarantees that your letter reaches the recipient. There is of course no equivalent by telephone.

2. How to Write a Complaint Letter:

1. Keep in mind that most errors are unintentional and realize that most businesses and organizations want to address and clear up complaints quickly in order to have satisfied customers or members.

2. Address your letter to a specific person Letters addressed to "Dear Sir" or "To Whom it May Concern" are not as effective and will likely not reach the right person. Call ahead and ask for the name of the manager and his or her administrative assistant. Writing to the assistant may ensure your letter reaches the manager.

3. Begin your letter on a positive tone Consider how you'd react if an angry customer approaches you and shouts obscenities versus someone who smiles who begins the conversion with compliments.

4. Be brief Keep your complaint letter to one page, and write short paragraphs rather than long ones.

5. Be honest and straightforward Include sufficient detail to back up your claim and to show that you have thoroughly researched the subject. However, omit irrelevant details.

6. Maintain a firm but respectful tone, and avoid aggressive, accusing language Keep your complaint letter concise and professional.

7. Send only photocopies of receipts and other documents, and retain all originals Keep a copy of the complaint letter for your records.

8. Get other signatures In many cases, you can increase the effectiveness of your letter by getting several others to sign it with you. This is particularly the case when trying to influence or change legislation, denouncing material from the media, and so forth.

9. Do not threaten! If a company has repeatedly given you bad service and refuses to correct the situation and you feel that your only recourse is to pursue legal action, voice your feelings in a tactful but firm way. However, don't threaten legal action unless you are willing to follow through with it.

10. Avoid making generalizations about the company or organization if your complaint letter focuses on a single individual.

11. Use tact, and be direct, but respectful If you need to make a complaint to or about people that you will still have contact with on a regular basis, your complaint needs to accomplish its purpose without destroying the relationship.

12. Include your contact information Include your name, address, phone number, and e-mail address, if desired, so that the person(s) can reach you to discuss any questions or concerns.

13. If a first letter does not bring action, assume a stronger but still respectful tone in the next one. If two or three letters do not resolve the problem, send one to the president or CEO of the company or entity. In each case, be firm but polite.

3. Study the samples of complaints letters:

Claim as for faulty product

(use letterheaded paper showing home/business address and phone number)

name and address (of customer service department)

date

Dear Sirs,

Faulty (xyz) product

I’m afraid that the enclosed (xyz) product doesn't work. It is the third one I've had to return this month (see attached correspondence).

I bought it from ABC stores at Newtown, Big County on (date).

I was careful to follow the instructions for use, honestly.

Other than the three I've had to return recently, I've always found your products to be excellent.

I'd be grateful if you could send a replacement and refund my postage (state amount).

I really appreciate your help.

Yours faithfully,

signature

J Smith (Mr)

Enc.

Claim as for poor service

(use letterheaded paper showing home/business address and phone number)

name and address (for example to a service manager)

date

Dear (name),

Outstanding service problem - contract ref (number)

I really need your help with this.

Your engineer (name if appropriate) called for the third time in the past ten days to repair our (machine and model) at the above address, and I am still without a working machine.

He was unable to carry out the repair once more because the spare part (type/description/ref) was again not compatible. (I attach copies of the service visit reports.)

Your engineers have been excellent as always, but without the correct parts they can't do the job required.

Can I ask that you look into this to ensure that the next service visit, arranged for (date), resolves the matter.

Please telephone me to let me know how you'd like to deal with this.

When the matter is resolved I'd be grateful for a suitable refund of some of my service contract costs.

I greatly appreciate your help.

Yours sincerely,

signature

J Smith (Mr)

Enc.

Заняття № 18. Історія успіху: світові виробники сільськогосподарської техніки. Обговорення динаміки процесів.

Мета заняття: Сформувати у студентів загальні та професійно орієнтовані комунікативні мовленнєві компетенції. Опанування навичок обговорення динаміки процесів, аналізу графіків та діаграм.

1. Answer the following questions:

1. When did Daniel Massey found his company?

2. What are Daniel Massey’s inventions?

3. A part of which corporation did Massey Ferguson Limited become in 1995?

4. What products and services does Massey Ferguson Limited offer?

2. Read the text. Discuss it in the group.

World Leaders in Agricultural Machinery Production: Massey Ferguson Limited

The history of Massey Ferguson dates back to 1847, when Daniel Massey opened a workshop to build simple farm implements in Newcastle, Ontario.

He was a family man, businessman, inventor, tradesman, manager, entrepreneur and genius. In other words, he was a farmer.

Over the first half century, Massey’s business boomed. Meanwhile - also in Ontario - Alanson Harris established a foundry to make and repair farm machinery. Both Massey and Harris became leading names in harvesting equipment and eventually merged in 1891.

More than a half century later, the Massey-Harris Company joined forces with a brilliant Irish engineer named Harry Ferguson, who had revolutionized tractor design with his innovative three-point hitch. For the first time ever, tractor and implement could work as one - a concept that still applies today on virtually all agricultural tractors.

1942 - During World War II, Massey-Harris manufactures tanks, howitzers, wings for Mosquito fighter bombers, 40mm shells, naval gun mounts and bodies for ambulances and troop carriers.

Formed in 1953, the new association was called Massey-Harris-Ferguson Limited. Five years later, the name was shortened to Massey Ferguson, creating one of the world’s most powerful forces in farm equipment.

In 1995, Massey Ferguson was purchased by the US-based AGCO Corporation.

Over all these years, the company has never lost its focus on giving farmers what they need, whether they’re the biggest row crop producers or those living the rural lifestyle on a smaller scale. And today more than ever, it’s determined to prove that the heart of the original Massey Ferguson brand still beats under the shiny new exteriors of every piece of equipment we make.

Some say Daniel Massey practically invented the tractor business. And it seems like Harry Ferguson invented just about everything else.

From quality products to honest dependability and unwavering service, the company’s record of value to farmers stretches back six generations. It also stretches across the planet, as a result of our leadership in global agriculture. Currently you’ll find our brand in more than 140 countries, supported by a network of more than 2,800 dealers.

MF’s strength is rooted in the long-held philosophy to provide customers with much more than just a machine. A comprehensive range of support services ensures owners and operators benefit from the best possible advice and guidance before buying, and the best possible back-up once they have made their decision.

Through the company’s highly trained dealer network, their global strength is translated into local service of the highest calibre.

Massey Ferguson is a brand of AGCO Corporation, one of the world leaders in the design, development and manufacture of agricultural equipment with annual sales of more than $2.3 billion. AGCO’s portfolio of brands as well as its worldwide distribution network is the largest in the industry. These brands are marketed and sold through 7750 independent distributors and dealers in more than 140 countries. Massey Ferguson accounts for more than 50% of AGCO Corporation’s sales.

Massey Ferguson offers machines to suit every type of agricultural operation in all parts of the world. Tractors, harvesting machinery, implements, municipal and garden machinery, quad bikes and materials handling equipment all bear the MF hallmarks of top performance, reliability, durability, operator comfort and uncompromising build quality.

3. Say whether the following statements are true or false:

3.1. Massey Ferguson is the name of the foundator of MS corporation. True / False

3.2. Massey started his company to produce innovative machines. True / False

3.3. The brand MF is popular due to a good management. True / False

3.4. MF is a member of AGCO Corporation. True / False

4. Describing graphs

In business it is important to be able to talk about the things which change, go up and down (like production, prices , etc.). Match the graph and its description:

1. The price reached its peak. __I_

2. The production rose slightly. ____

3. The production went up steadily. ____

4. The energy consumption increased dramatically. ____

5. The prices reached a low point and then recovered.___

6. The rent cost decreased slowly. ____

7. The production rate fluctuated. ____

8. The price levelled out. ____

9. The production rate fell rapidly. ____

10. The unemployment rate went down slowly.____

a		b
c		d
e		f
g		h
i		j

Заняття № 19. Історія успіху: світові виробники сільськогосподарської техніки. Essay.

Мета заняття: Сформувати у студентів загальні та професійно орієнтовані комунікативні мовленнєві компетенції (лінгвістичну, соціолінгвістичну і прагматичну) для забезпечення ефективного спілкування. Формування вміння написання ессе-міркування.

World Leaders in Agricultural Machinery Production: John Deere

1. Answer the following questions:

1.1. Who and when founded Deere & Company?

1.2. What products and services does the company Deere & Company offer?

1.3. What countries are the enterprises of Deere & Company located in?

1.4. What technologies does the company Deere & Company apply?

2. Read the text. Discuss it in the group.

Deere & Company, founded in 1837 (collectively called John Deere), has grown from a one-man blacksmith shop into a corporation that today does business around the world and employs approximately 56,000 people. John Deere consists of three major business segments (agriculture and turf, construction & forestry, and credit). Those segments, along with the support operations of parts and power systems, are focused on helping customers be more productive as they help to improve the quality of life for people around the world.

The company is guided today, as it has been for more than 170 years, by core values that were exhibited by its founder and have been long adopted by our employees: integrity, quality, commitment and innovation.

Products and services

John Deere manufactures, distributes, and finances a full line of equipment for use in agriculture, construction, forestry, and lawn and grounds care; manufactures engines and other powertrain components for John Deere equipment and other manufacturers; and provides credit and other services to customers around the world.

Marketing

The company markets its products through a worldwide network of independent dealers supported by a decentralized marketing organization with offices in Argentina, Australia, Brazil, Canada, China, England, Finland, France, Germany, Ireland, Italy, Mexico, Norway, Poland, Russia, Singapore, South Africa, Spain, Switzerland, the United States, and Uruguay.

Manufacturing

John Deere factories are located in Argentina, Brazil, Canada, China, Finland, France, Germany, India, Mexico, New Zealand, The Netherlands, Russia, South Africa, Spain, Sweden, and the United States. Affiliated companies produce John Deere products in the United States and South America.

Research and Development

John Deere has a long-standing history of investing heavily in research and development. Activities are divided among support for current product activity, development of new products, and the search for new product-oriented businesses.

Most factories have a product engineering department responsible for the design and development of their products. Research and development activities also occur at the Moline Technology Innovation Center, Moline, Illinois.

Diversity

Throughout John Deere, diversity is an important part of the company’s goal of growing a great business - a business that serves all constituents of the corporation including customers, employees, shareholders, business partners and communities throughout the world. As Deere continues to expand its global reach, inclusion of employees, suppliers and other business partners from a wide range of ethnic backgrounds is essential to the long-term success of the company.

Technology

Technology is at the heart of business innovation and John Deere utilizes the latest software and technological breakthroughs in providing customers with state-of-the-art products and services. For example, product development uses the latest virtual prototyping techniques to produce John Deere products. Other major initiatives include precision-farming systems and global vehicle communications systems, designed to help customers become more productive and profitable. These technological initiatives will provide a major competitive advantage and continued industry leadership position to John Deere.

3. Say whether the following statements are true or false:

1. Deere & Company was founded 200 years ago. True / False

2. John Deere manufactures farm machines only. True / False

3. John Deere factories are located in many countries of the world. True / False

4. Technological innovations are an important part of John Deere’s management. True / False

4. Essay

Write 120-150 words on the following subject:

The development in agricultural engineering has progressed extremely during the last decades. New machines and techniques have been developed.

Include the following points:

• the background for agricultural engineering progress;

• the role of agriculture today;

• the recent changes in agricultural machinery;

• your assumption as for the future of agricultural engineering.

Choose a suitable title for your essay.

Тема 8

Розвиток сучасної техніки в рамках концепції сталого розвитку. Загальні принципи та практична реалізація.

Заняття № 20. Розвиток сучасної техніки в рамках концепції сталого розвитку. Engineering for Sustainable Development

Мета заняття: Сформувати у студентів загальні та професійно орієнтовані комунікативні мовленнєві компетенції (лінгвістичну, соціолінгвістичну і прагматичну) для забезпечення ефективного спілкування. Формування навичок з обговорення актуальних проблем за фахом.

1. Answer the following questions:

1.1. What role do engineers play in sustainable development?

1.2. What are the principles of sustainable engineering?

1.3. How are the principles of sustainable engineering applied in practice?

2. Read the text and discuss it in the group.

It is vital that engineers - from students to those already practising - have a deep understanding of the environmental threats facing the world. Is there a way to change modern lifestyles? Could new improved technologies play a key role? If great leaps in the environmental efficiency of technologies are needed, can they be produced? Engineers are in a privileged and influential position to innovate, design and build a sustainable future. But are they engaged or uninterested?

Sustainable development, especially since the 1992 United Nations Conference on Environment & Development at Rio de Janeiro, has become an increasingly important theme in local, national and world politics, and increasingly a central theme for the engineering professions around the world. The sustainable development concept requires of all of us – as engineers and citizens – to consider much more widely than before the impact of our own lives and of the infrastructure and products we produce, both geographically and temporally.

With infrastructure and engineering products and processes becoming increasingly complex, engineers need to integrate consideration of whole-life environmental and social impacts – positive as well as negative. Wise use of natural resources, minimum negative impact and maximum positive impact on people and the environment are the targets. Time is not on our side to make the necessary changes in our way of life if we are to live within the limited capacity of Planet Earth.

The 12 Principles of Engineering for Sustainable Development are:

1. Identify the potential positive and negative impacts of your actions, not only locally and soon but also outside our local environment, and into the future.

2. Innovate and be creative.

3. Seek a balanced solution.

4. Professional engineers to participate actively in the decision-making as citizens as well as in their professional roles.

5. Make sure you know the needs and wants.

6. Plan and manage effectively.

7. Recognise that sustainable development depends on investing for jam tomorrow and for bread and butter today.

8. If polluters must pollute… then they must pay as well.

9. Adopt a continuous,‘from the beginning to the end’ approach.

10. Do things right, having decided on the right thing to do.

11. Avoid sacrificing the sustainability desires incorporated in a design when seeking cost reductions.

12. Practice what you preach. Change yourself before you seek to change others.

Engineers will still design and manage complex systems. However, sustainable development defines the contexts within which these skills must be deplayed. It is a new integrative principle, not a new set of tools, so that the concept cannot simply be regarded as an ‘add-on’ to existing engineering skills and educational programmes. The understanding of Guiding Principles of sustainable development will help promote more sustainable design machines and systems and provide their application in practice.

3. Say whether the following statements are true or false:

3.1. Engineers can’t influence the development of technologies. True / False

3.2. Wise use of natural resources, minimum negative impact on the environment are the targets of sustainable engineering. True / False

3.3. Engineers must identify the potential positive and negative impacts of their actions. True / False

3.4. Engineers must think mostly about future. True / False

Заняття № 21. Розвиток сучасної техніки в рамках концепції сталого розвитку. Alternative Sources of Energy.

Мета заняття: Сформувати у студентів загальні та професійно орієнтовані комунікативні мовленнєві компетенції (лінгвістичну, соціолінгвістичну і прагматичну) для забезпечення ефективного спілкування. Формування навичок з обговорення актуальних проблем за фахом. Формування вміння складати анотації до наукової статті за фахом.

1. Answer the following questions:

1.1. What kinds of biofuels do you know?

1.2. Who was the first to propose the idea of biodiesel usage?

1.3. How does the European government encourage and regulate biodiesel production?

2. Read the text and discuss it in the group.

Alternative Sources of Energy: Biodiesel

Biodiesel (or biofuel) is the name for a variety of fatty esters generally defined as the monoalkyl esters made from vegetable oils, such as soybean oil, canola or hemp oil, or sometimes from animal fats. This renewable source is as efficient as petroleum diesel in powering unmodified diesel engine.

The concept of using vegetal oil as an engine fuel likely dates when Rudolf Diesel (1858-1913) developed the first engine to run on peanut oil, as he demonstrated at the World Exhibition in Paris in 1900.

Rudolf Diesel firmly believed the utilization of a biomass fuel to be the real future of his engine. He wanted to provide farmers the opportunity to produce their own fuel. In 1911, he said “The diesel engine can be fed with vegetable oils and would help considerably in the development of agriculture of the countries which use it”. The use of vegetable oils for engine fuels may seem insignificant today. But such oils may become in the course of time as important as the petroleum and coal tar products of the present time?

After R. Diesel death the petroleum industry was rapidly developing and produced a cheap by-product "diesel fuel" powering a modified “diesel-engine”. Thus, clean vegetable oil was forgotten as a renewable source of power.

Modern diesels are now designed to run on a less thick fuel than vegetable oil but, in times of fuel shortages, cars and trucks were successfully run on preheated peanut oil and animal fat.

Today’s diesel engines require a clean-burning, stable fuel operating under a variety of conditions. In the mid 1970s, fuel shortages spurred interest in diversifying fuel resources, and thus biodiesel as fatty esters was developed as an alternative to petroleum diesel. Later, in the 1990s, interest was rising due to the large pollution reduction benefits coming from the use of biodiesel. The use of biodiesel is affected by legislation and regulations in all countries. The EU Council of Ministers adopted new European rules for the detaxation of biodiesel and biofuels on October 27, 2003. Large-volume production occurs mainly in Europe, with 1.4 million tons per year. In USA soybean oil is the principal oil being utilized for biodiesel (about 80,000 tons in 2003).

Biodiesel is sold commercially in Europe, America and Australia. The world biodiesel sources were in 2002: rapeseed oil (84%), sunflower (13%), soybean oil (1%), palm oil (1%), and others (1%).

3. Say whether the following statements are true or false:

3.1. Biodiesel is mostly made of vegetable oils. True / False

3.2. Rudolf Diesel used a biomass fuel in his engine. True / False

3.3. The use of biodiesel is regulated by legislation. True / False

3.4. Biodiesel is very popular in the world. True / False

4. PRACTICE: Writing an abstract.

An abstract is a brief summary of a research article, thesis, review, conference proceeding or any in-depth analysis of a particular subject or discipline, and is often used to help the reader quickly ascertain the paper’s purpose.

Find a scientific article on your speciality in your native language. Translate the title of the article and write an abstract to the article in English. Use the phrases below (choose the ones you think suitable):

The article deals with ___________. ______________ has been analyzed. Special attention is given to ______________. The device has been used to__________. The new method (technique) is proposed to____________. It is concluded that______________.

Заняття №22. Круглий стіл з обговорювання індивідуальних проектів за темою “Innovations in My Specility”.

Мета заняття: Сформувати у студентів загальні та професійно орієнтовані комунікативні мовленнєві компетенції (лінгвістичну, соціолінгвістичну і прагматичну) для забезпечення ефективного спілкування. Формування навичок з пошуку, аналізу, реферування та презентації інформації за фахом англійською мовою.