Inadequate role - недостаточная роль

The Market System

The modern market economy is populated by three types of economic agents, whose interaction constitutes economic activity: consumers, producers, and the government. The main social purpose of the economy is to produce goods and services for the satisfaction of the needs and wants of consumers.

Consumers, typically, represent households that provide labour, and other factors to produce against an income which they use to purchase consumer goods or to save.

Producers, typically, represent enterprises or firms that acquire resources of production, or inputs - labour, land, and capital – from households and combine them to produce outputs, or commodities which can be classified into goods - tangible commodities – and services. The activities of firms move around the sale of their output at a profit.

The third basic element, the government, is involved with the economy, on the one hand, as a producer and consumer and, on the other hand, as a regulator, supervisor and promoter of economic activities.

The economic agents are engaged in a complex web of transactions involving factors of production and outputs. However, the volume of the commodities that can be produced and purchased is limited by the scarcity of resources. This fact has two important consequences as regards economic decision-making:

a) the utilization of resources has to be efficient. In terms of the welfare of economic agents, the utilization of resources is efficient when e very opportunity has been exhausted to make some individuals better off without hurting the interests of others;

b) individual economic agents and society as a whole cannot simply use more, they have to make compromises between alternative uses.

Given these constraints, consumers, producers, and the government have to make rational decisions over available resources.

Rational decisions reflect choices that draw maximum profit from given resources or obtain desired results with the minimum efforts or cost.

Words you may need:

constitute v составлять

household n семья, семейная единица

acquire v приобретать

tangible adj осязаемый, материальный, реальный

supervisor n контролер

promoter n лицо, содействующее какому-л. мероприятию

complex web сложное сплетение

welfare n благосостояние

to be exhausted (зд.) быть использованным

to make smb better off (зд.) поставить кого-л. в более выгодное положение

constraint n ограничение

MEANS OF COMMUNICATION IN BUSINESS

People engaged in trade with foreign countries have to use various means of communications: telephone conversations, personal contacts (meetings, business talks), letters, telexes, telegrams (cables), telecopies (facsimiles).

Telephone conversations.

Telephone is the quickest way of communication and is most frequently used under pressure of time, also within the country, say, between the Trade Delegation and various companies (trading, shipping and others). It is used, as a rule, to get or pass on information, but, for example, in shipping business chartering negotiations are very often carried out over the phone. Important telephone conversations, for example, concerning prices, terms of payment or clam, are to be confirmed by letter with the appropriate signatures to provide legal evidence of the deal (the agreement) achieved.

To save time in the opening and closing of telephone conversations set phrases are quite common. These are the useful phrases and sentences:

What is the number, please? – Какой номер Вам нужен?

Just a minute, please! – Подождите одну минутку!

Could I speak to Mr. Brown, please? – Я могу поговорить с г-ном Брауном?

Who’s calling? – Кто звонит?

It’s Mr. Pheonov here. – Звонит г-н Феонов.

What was that again? Could you spell out your name? – Как Вы сказали? Не могли бы Вы сказать по буквам?

That’s right. – Правильно.

Putting you through. Go ahead, please. Соединяю. Разговаривайте.

I’d like to speak to Mr. Gregory. – Я бы хотел поговорить с г-ном Грегори.

Sorry. Wrong number. I don’t know anyone by that name here. – Извините. Это не тот номер. У нас таких нет.

Speaking – Слушаю.

Trying to connect you. – Соединяю.

The line is engaged. Could you hold on? - Номер занят. Вы можете подождать?

I’ll see if he is in. - Я посмотрю на месте ли он.

I’m afraid he is out at the moment. - Простите его сейчас нет.

Can I take a message? – Что-нибудь передать?

Could you speak up, please?- Говорите, пожалуйста громче.

I’m sorry, we were cut off. – Извините. Нас разъединили.

I can’t get through.- Я не могу дозвониться.

To make an appointment for… with smb. – назначить встречу на… с кем-либо

To confirm one’s meeting – подтвердить встречу

11 o’clock at our office as arranged? – В 11 часов в нашем офисе, как договорились?

I look forward to seeing you – с нетерпением жду встречи с Вами

I’m afraid I can’t manage Friday afternoon – боюсь, я не смогу прийти в пятницу после обеда

Could I suggest Tuesday instead? – Могу я предложить вместо этого четверг?

Yes I’m sure that’ll be fine. – Да, я уверен это подойдет.

Well, I think that will be all right. – Да, пожалуй.

Personal contacts (meetings, business talks)

When two businessmen meet especially when formally introduced, they usually shake hands. Otherwise British people do not shake hands as a rule. Instead they smile and say a greeting, for example, Good morning.

If you want to address somebody whose name you don’t remember, you may say just, “Excuse me” (Which is the best way of attracting attention) or “ What was your name, please?” or could you kindly repeat your name, please?

Note about etiquette:

Men are introduced to women

Young people to older ones

Old friends to newcomers

A young girl to a married woman

You should always stand when people are being introduced.

The most formal forms of introduction are as follows:

Mr. Brown, may I present Mr. Popov?

How do you do, Mr. Popov? – Здравствуйте, г-н Попов.( It is a formula of greeting used when meeting people for the first time)

Formal forms of introduction:

Mr. Brown, may I introduce Mr. Popov. – Г-н Браун, разрешите представить г-на Попова.

Or:

Mr. Brown, I’d like you to meet Mr. Popov.

Informal forms of introduction:

Mr. Brown, Mr. Popov. – Г-н Браун, г-н Попов.

Or:

Mr. Brown, this is Mr. Popov.

I’m glad to meet you, Mr. Popov. – Рад с Вами познакомиться.

I’m very pleased to meet you, Mr. Popov. – Очень рад с Вами познакомиться, г-н Попов.

Formal greetings:

Good morning. Nice weather, isn’t it? – Доброе утро! Прекрасная погода, не так ли?

Oh, yes, just lovely. – О да, замечательная!

Good afternoon. Lovely day, isn’t it? – Добрый день! Замечательная погода, не так ли?

Well, not too good I’m afraid. – Ну, не очень хороши, к сожалению.

I’m sorry to hear that, but let’s hope for the best. – Жаль, но будем надеяться на лучшее.

Informal greetings:

Hello! – Привет!

Hi! How are you? Привет, как дела?

Very well, indeed, thank you. – Очень хорошо, спасибо.

Perfectly all right. – Все в порядке.

Formal farewells:

Good bye and thank you for everything.- До свидания спасибо за все.

Good bye, it’s been nice to meet you. – До свидания, приятно было познакомиться.

Hope to see you again soon.- Надеюсь скоро встретиться.

Informal farewells:

So long and all the best.- Всего хорошего.

See you later. – До встречи.

Bye-bye. Good luck to you. – Пока! Счастья Вам!

Good bye for the time being! - Пока!

Best of luck! - Удачи!

Bye to all. – Всем пока

Remember me to your wife. – Привет жене.

See you next year.- До встречи в будущем году.

Letters

Proper business letter writing is very important for normal commercial activity. In spite of the development of telephone, telex and telegraphic ways of communication and the increasing personal contacts in international trade, the writing of letters continues. In fact most telephoned and telegraphed messages have to be confirmed by letters.

So every good businessman should be competent in writing effective business letters in English. It is not just the matter of translating Russian business phrases literally into English because each language has its own characteristic forms and phrases.

It is also useful to remember that the subject of the routine business letters in export-import trade lacks variety. Therefore, first, certain accepted standard phrases are in general use and secondly, standard letters may be used it facilitates the communication because the repetitive nature of many business transactions and situations makes the use of standard letters a time-saving device.

However, whether you write a special letter or make use of a standard letter, you should know the main parts of any business letter and its layout.

The ordinary business letter comprises the following principal parts:

The Date;

The Inside address;

The Opening Salutation;

The Subject Heading;

The Opening Paragraph;

The Body of the Letter;

The Closing Paragraph;

The Complementary Closing;

The Signature;

Enclosures, Postscripts and copies sent.

In English business letters the date (day, month and year) is typed on the right-hand side. It is customary to type the date in full, not just in figures, for example, 2nd Apr, 1990 which is pronounced, “the second of April nineteen ninety”. The name of the month may be abbreviated. In American business letters the date is written in the following way: Apr 2, 1990 which is read: “April second nineteen ninety”.

The name of the month should not be stated in figures, as it may easily be confused, because in the USA it is the practice to write dates as seen above in a different order: month, day and year.

The name and the inside address of the company written to are usually typed on the left-hand side against the margin all lines starting at the same margin, not diagonally.

If the letter is addressed to a person, whose exact address is unknown, it may be sent to an organization, for example, the Trade Delegation or a firm, who can pass the letter on or send it to the person. In these cases the words “ Care of” ( in care of) should be written before the name of organization ( the Trade Delegation or firm).

For example:

Mr. F. Popov,

C/O The Trade Delegation of Russia,

32, Highgate West Hill,

LONDON, N. 6,

England

After the name of the company the number of the houses and the name of the street are given, then the name of the town and of the county. In the case of big towns in Great Britain no name of a county is required, but small towns usually need an indication of a county in the address, especially as the names of small towns are often duplicated ( for example, in Great Britain there are two Richmonds - one in Surrey and one in Yorkshire).

The Salutation varies according to circumstances and should be in harmony with the Inside Address and the Complimentary Closing. If the letter is addressed to the company (which is not recommended but very often done), the form of addressing is: Dear Sirs,; if the letter is addressed to an individual, the most usual forms are: Dear Sir, or Dear Madam, (it applies to both married and single women). These are the usual greetings in English business letters. Americans prefer “Gentlemen:”

When the correspondent is known if you personally, or if your firm has trade with his firm for some time, you may use a warmer and more friendly greeting “Dear Mr. Brown”.

The Subject Heading indicates the subject-matter of the letter (its topic), thus enabling the reader to see immediately what the letter is about, and placed just after (below) the salutation, since it forms part of the letter) and in the middle of the page. In front of it the wording “Re-“ short of the Latin in re) meaning “ regarding” was formerly used. Now it is out of date. “Abt” (short for “about”) may be used. Or the Subject Heading is underlined, it is sometimes written in capital letters.

This title to a letter, however, is not always required and the date of a letter referred to in the first line of the answer is often indication enough of what the subject is.

For example:

Dear Sir,

Abt: Order N.342 of 3rd of Apr., 2005

Or:

Dear Madam,

YOUR ENQUIRY OF 5th MAY, 2005

Or:

Dear Mr. Brown,

Abt: the arrival of our inspectors.

The Opening Paragraph will often state the subject matter of the letter by giving the date of the letter, which is being answered, and the writers’ feelings on the subject: pleasure, regret, surprise or gratitude. A short opening sentence will often attract attention more successfully than a longer one.

Useful phrases and sentences:

In reply to your letter of 2nd Mar. this year we would like to inform you…

We thank you for the letter dated 3rd Jun. and write to tell you …

We are sorry to have to remind you…

To your regret we shall have to…

We are glad to inform you…

We are surprised to learn that…

Referring (ссылаясь) to the enquiry of 4th July, 2005…

We thank you for the letter of 13th Mar. …

The Body of the Lеtter is its text, its message. A letter should only deal with one specific subject as several subjects may require attention in different departments and may complicate the filing system.

Business letters should be simple and clear, polite and sincere, concise and brief. That means using simple, natural short words and sentences; admittance of mistakes openly and sincerely; using concise words and sentences instead of wordy ones; and avoiding repetition or needless words and information. Express yourself in a friendly way and with a simple dignity.

To make a letter easier to read and to a certain extent more attractive, divide it into paragraphs, each paragraph dealing with one idea, one aspect of the subject or giving one detail.

If several paragraphs deal with the same topic, they should fit together smoothly. Each new paragraph giving a new aspect of the topic under consideration should follow the previous one naturally. This is done either by numbering paragraphs or by using connective words, such as:

However, still, yet, but – однако, все же, но

Nevertheless – тем не менее

Overwise – в противном случае

On the contrary - наоборот

Again – и еще

Also, in addition, besides – кроме того

So, therefore, in this way – таким образом

In short – короче говоря

As a result – в результате

If more pages than one are given, they should be numbered. The second and following pages are typed on blank sheets (without the letterhead). The name or initials of the recipient should be placed at the top of left-hand margin of all continuation sheets, followed by the date after the page number.

Useful expressions:

We regret being unable to… - Сожалеем, что мы не можем…

Please accept our apologies for…- Примите наши извинения…

We offer our apology… Приносим свои извинения…

We should be very mach obliged… - Мы были бы весьма признательны…

We shall appreciate it if… - Мы будем признательны, если…

Please let us know… - Просим сообщить нам…

We’d be glad to have your latest catalogue.- Мы были бы рады получить Ваш последний каталог.

We confirm our consent to the alterations. – Подтверждаем свое согласие с изменениями.

Please acknowledge receipt of our Invoice. - Просим Вас подтвердить получение нашего счета-фактуры.

The Closing Paragraph contains a statement of the writer’s intentions, hopes and expectations about future actions. It serves as a summary of what has been discussed before and what is going to be the next step.

Useful phrases and sentences:

We look forward to trading with you to the mutual benefit of our companies. – С интересом ожидаем развития торговли с Вами к взаимной выгоде обеих сторон.

We hope to establish fruitful business relations with your company. – Надеемся установить с Вашей фирмой полезные и деловые отношения.

We hope that you will act as requested. – Надеемся, что Вы поступите, как мы Вас просим.

We look forward to hearing from you soon. – С нетерпением ожидаем скорого ответа.

Your prompt early reply will be appreciated. – Мы будем благодарны за скорый ответ.

The polite way of ending the letter is the Complementary Closing. The expressions used must suit the occasion and match the opening salutation.

The formal way of the complementary closing:

Yours faithfully. - С уважением.

Informal way is used between people who know each other and to add a friendly touch to a business letter:

Yours sincerely. – Искренне Ваш.

To express a little warmer feeling:

Yours very sincerely.

American form:

Yours truly. Yours very truly.

The Signature.

Business letters are signed by hand in ink, clearly and legibly. The same style must always be adopted. The writer’s name and title are typed below the signature. The name of the company or of the organization for which the writer signs the letter is typed under the complimentary closing (above the signature).

If the writer signs the letter on behalf of the company or on behalf of another person, the per pro. = p. pro.= p. p. (short of per procurationem (лат.) – по доверенности) is used before the name. The person signing is empowered by a proper legal document to sign letters and other documents.

For example:

Yours faithfully,

For V/O “Prodintorg”

E. Pavlov

Director

Or:

Yours faithfully,

Per. pro. THE ORIENTAL TRADING

CO. LTD

F. Hovard

Secretary

Enclosures and Postscripts.

If there is an enclosure to the letter, it should be clearly indicated by typing the word “Enclosure” or its abbreviation “Enc” (not “Encl” as is still used by our trading bodies though it is out dated) in the bottom left-hand corner of the page below the signature. It may be preceded or followed by a figure indicating the number of enclosures if there is more than one, and the names of the documents in them, and the number of pages.

For example:

Enc: Specification N, 13/45 (5 pages)

Enc: (3) Invoice

Bill of Lading

Insurance Policy (6 pages)

If there are copies of the letter to be sent to other addresses it is indicated under the Enclosure:

Copy: Russian Trade Delegation

Postscript should be used as an emergency not as a normal conclusion only when information to be conveyed comes to hand after the letter proper has been completed. Otherwise it is a sign of bad construction of the letter. Postscript is abbreviated to PS (not P.S.). In additional postscript is labeled PPS.

УЧЕБНЫЕ ЗАДАЧИ.

Задача № 1

Представитель иностранной фирмы после переговоров расспрашивает вас о том, где и как вы изучаете английский язык. Ответьте на его вопросы.

Задача № 2

Вы спрашиваете представителя иностранной фирмы, на каком языке он говорит и просите говорить так, чтобы Вы смогли понять его.

Выражения: Do you speak English (French, Spanish, Polish, Finnish, Italian, Japanese, Greek, Dutch, German)? Do you understand me? Can you make out what I’m saying? Can you speak slower (louder, more distinctly)?

Задача № 3

Обменяйтесь адресами со своим новым знакомым, выразите надежду на вероятность делового сотрудничества.

Выражения: exchange addresses, I wish I knew your address, put down, I wish we established business relations, let’s exchange addresses

Задача № 4

На конференции Вы познакомились с представителем иностранной компании. Выясните как его имя, где он живет, когда окончил школу, большая ли у него семья, какие у него увлечения.

Задача № 5

На выставке Вы заинтересовались стендом с новым оборудованием, попросите объяснить вам его технические характеристики.

Задача № 6

Вы встречаете иностранных гостей, прибывших в Россию с коротким визитом. Представьтесь и представьте своих коллег.

Задача № 7

Поинтересуйтесь у иностранных гостей, когда они прибыли, хорошо ли добрались, как долго собираются пробыть в Оренбурге.

Задача № 8

Вы обсуждаете с иностранными гостями программу их пребывания в нашем городе. Договоритесь о времени деловых переговоров.

Задача № 9

Вы – главный менеджер предприятия. К вам на предприятие прибыла делегация коллег из Великобритании. Они просят Вас описать свой рабочий день.

Задача № 10

Вы показываете Оренбург зарубежным гостям. Ваша задача продумать и описать достопримечательности. Что, на Ваш взгляд, может заинтересовать гостей. Чем знаменит наш город?

Задача № 12

Вы в гостинице. Зарегистрируйтесь и объясните приемщику, что Вам нужна комната на одного с ванной и видом на море.

Задача № 13

Ваша фамилия Браун. Вы являетесь представителем фирмы «Smith and Company». У вас назначена встреча на 10.30 с г-ном Вороновым. Выясните у секретаря, может ли вас принять г-н Воронов.

Задача № 14

Г-н Алан Хантер (Alan Hunter) работает на фирме Stanley & Co. Эта фирма продает инструменты во многие страны. Товар фирмы Stanley & Co высокого качества и отвечает требованиям заказчиков. Заводы этой фирмы начали выпускать новую модель 2 месяца назад, и в этом месяце фирма получила несколько заказов. На прошлой неделе фирма получила запрос от «Росэкспорта». Заказчики заинтересованы в покупке 200 инструментов у американской фирмы. Вы - управляющий «Росэкспорта», и хотели бы встретиться с г-ном Хантером, чтобы обсудить некоторые вопросы и получить типовой контракт фирмы.

Задача № 15

Your old acquaintance and colleague, Mr. Taylor, chief of the commercial department of a British firm with which your plant has close business relations, retired last month. A new person has been appointed to this post. The new chief is arriving today and you are going to have meeting with him.

Задача № 16

Do not agree with the Sellers when they say that: the quality of this model is very high; their discount is large; these goods are in great demand; the terms of the contract are very attractive

Задача № 17

Mr. Bond, a British businessman, is interested in buying some machines from Rossexport. He has come to Moscow to discuss some business matters. Receive Mr. Bond at your office. Speak about the quality of your machines.

Задача № 18

You are interested in goods of Brown & Co. You’ve studied their latest catalogues. Meet Mr. Brown at his office. Speak about the weather in London. Say you would like to discuss the terms of the contract with him.

Задача № 19

Receive Mr. Blake in your office. Speak about his last holiday. Say that you’ve received their enquiry for machines Model A. Discuss the quality of the machines with him.

Задача № 20

Visit Mr. White’s office. Speak with Mr. White about your visit to Brighton. Say that you have received their latest catalogues and the quality of Model B 20 meets your requirements. You’d like to buy 10 machines of the model.

Задача № 21

Письмо написано 25.04.05., фирме « Лаутон Бразерз ЛТД» по адресу: Англия, Ковентри, графство Йоркшир, улица Альдер Роуд, дом № 21 по поводу Вашего запроса от 15.04.05. напишите, что в дополнение к Вашему письму от 15.04.05. Вы хотели бы сообщить еще кое-какие сведения… В заключение выразите надежду, что установите с фирмой плодотворные деловые отношения.

Задача №22

Письмо написано 21.11.05., фирме «Конвердейл Ко.» (публичная компания) по адресу: Ноттингем, улица Бишоп Роуд, дом № 15 по поводу из Запроса от 01.11.04. Ответьте, что Вы с удовольствием посылаете им последний каталог и прейскурант… В заключение напишите, что Вы ожидаете взаимовыгодной торговли с их фирмой. Не забудьте указать приложения на 8 листах.

Задача №23

Письмо написано 15.12.05. в Российское торгпредство в Англии, чтобы оно было передано господину Петрову В.Г. Адрес: Лондон (северный сектор 6), улица Хайгейт Вест Хилл, дом №32 относительно оборудования по контракту № 505. Напишите, что с сожалением Вам приходится сообщить ему, что… В заключение попросите его срочно Вам ответить.

ЛИТЕРАТУРА

1. Дудкина Г.А. и др. Английский язык для делового общения. В 6-ти частях. Часть 1, 2, 3. – М.: «Филоматис», 2003. – 720с.

2. Дж. Ф. де Фрейтас. Минимум для общения: Справочное пособие по разговорному английскому языку. – М.: Высшая школа, 1996. – 141с.

3. Лукьянова Н.А. Настольная книга бизнесмена: Учебное пособие. – М.: ГИС, 2000. – 576с.

4. Любимцева С.Н., Коренева В. Н. Курс английского языка для финансистов: Учебник. – М.: ГИС, 2001. – 381с.

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