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7. Прочитайте текст, выпишите и переведите технические термины. Сделайте реферирование текста (см. приложение).

THE EMPIRE STATE BUILDING

Since 1931 the Empire State Building has been the tallest structure in the world, 1,250 feet. It is taller than the Eiffel Tower. The Empire State Building is a milestone in tall-building construction. Its height posed a number of problems concerning the stability of the structure itself. It was founded on bedrock at a depth of about 50 feet below the street level. The area of the base is about 2 acres. Its total weight of 302,500 tons; including 67,000 tons of steel, is divided among more than one hundred rolled fabricated steel columns, the largest of which carried 5,000 tons down to the base. These columns rest on broad and heavily reinforced bases of concrete supported in turn on bedrock. The steel columns are subjected to a constant compressive stress by the weight of the structure.

The water-distribution system in the building consists of a series of water tanks at different levels; if the water system were not thus divided, a faucet on a lower floor would be subjected to a pressure of about 600 pounds a per square inch. The building has 69 electric elevators; their maximum speed is 1,000 feet per minute. The building was ready for occupancy 14 months after the first steel element was placed on the footings. There 3,400 workmen of different trades employed on the 104 floors.

8. Найдите в тексте перевод следующих слов и выражений.

Основание, давление, высота, система водоснабжения, подвергаться, бак, железобетон, металлические колонны, строительство высотных зданий, вес, ширина, глубина, устойчивость конструкции.

9. Напишите о знаменитом архитектурном сооружении по следующему плану.

1)name;

2)location;

3)historical details;

4)interesting facts;

5)exterior/interior;

7)your impressions;

6)recommendation.

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10. Прочитайте и переведите текст. Сформулируйте на английском языке, чем для вас является дом.

WHAT IS HOME?

A roof to keep out the rain? Four walls to keep out the wind? Floors to keep out the cold?

Yes, but home is more than that. It's the laugh of a baby, the song of a mother, the strength of a father. Warmth of living hearts, light from happy eyes, kindness, loyalty, comradeship. Home is first school and first church for young ones, where they learn what is right, what is good and what is kind. Where they go for comfort when they are hurt or sick.

Where joy is shared and sorrow eased. Where fathers and mothers are respected and loved. Where children are wanted. Where the simplest food is good enough for kings because it is earned. Where money is not as important as loving kindness. Where eventhe teakettle sings from happiness.

That is home. Sweet home. God bless it.

11. Прочитайте и переведите текст.

HOW THE ANCIENT BUILDERS PUT A HAND TO THE DEVELOPMENT OF DIFFERENT LANGUAGES?

The people of Babylonia were rich and powerful. They were also happy. They loved each other and they enjoyed working together. But one thing was lacking. Men had only the earth to enjoy. God hadkeptheavenforhimselfandhisangels.

The King of Babylonia decided that his people should have Heaven as well as Earth. So he ordered them to build a great tall tower. Six hundred thousand men began making bricks and mixing mortar and piling up a building higher and higher. All day every day men carried bricks and mortar up a stairway on the east side of the tower. Then they walked down another stairway on the west to get more loads. This went on for forty-two years until the Tower was twenty-seven miles high. It was so highthat it took a mana whole year tocarry bricks fromthe ground to the top.

Now the Tower had risen nearly to Heaven, and God saw that he would have to do something to keep the invaders out. Perhaps if he made it hard for people to cooperate, they would not be able to finish the Tower. To carry out his plan God sent seventy angels down to Earth. The angels had orders: first to take away the one language everybody understood, then to split the people up into groups, with each group speaking a new tongue of its own. In no time the men who made bricks couldn't talk to the men who carried them. And the men who carried bricks couldn't say an understandable word to the men who laid the bricks. Everything was a mess,

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and everybody blamed everybody else for not understanding. People no longer talked about the Tower of Heaven. Nobody worked there any longer. And the Tower was soonruined.

12. Определите, к какой части речи относятся слова из текста, оканчивающиеся на -ing (существительное, герундий, прилагательное, причастие 1).

Six hundred thousand men began making bricks and mixing mortar and piling up a building higher and higher, they enjoyed working together, but one thing was lacking, to split the people up into groups, with each group speaking a new tongue ofits own, everybodyblamed everybodyelse for not understanding.

13.Ответьте на вопрос, поставленный в заголовке текста (упр. 11).

14.Прочитайте следующий текст и ответьте на вопросы.

1.Who must plan new housingand public buildings?

2.What forms are time-honoured?

3.Are there any forms in the modern cities that have counter parts inearlier civilizations?

THE COMMUNITY ANDARCHITECTURE

The forms tobe takenbycommunitymustbe decidedbefore theyare constructed. But long-term "master plans", we have learned, must not be too detailed. Someone mustplanwhere streets are torun,parks are to be laid out, and industrial facilities are to be furnished. Someone must plan new housing and new public buildings, parks, and playgrounds. Surely architects are necessary for these goals. And yet, community plans need the contribution of experts in many fields. Modern city planning has become so complex, so enmeshed in static, and so controlled by financial interests that too often community plans appear that are lifeless and mechanical. In this field it is the architect's task to redress the balance, to realize that cities exist for people, that business and industry and science should serve the people and not enslave them.

During the last century hundreds of cities grew up throughout the world, and thousandsofcountrytowns expandedintogreatindustrialorcommercialcenters.Inthe sense thatallthe buildings inChicagoorLos Angeles were constructed inrecenttimes, they are modern communities. But in these new cities one searches in vain for any commonprincipleofdesignthatwoulddistinguishthemfromearliertowns.

If, however, one examines the contemporary city more closely, one comes upon forms that had no counterpart in any earlier civilization. The country villa and the

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suburb are time-honored forms; but only with the development of rapid transportation, however, did it become possible to disperse the population of a great center over an area at least ten times as great as the biggest cities of the past. The skyscraper has permitted the assembling of business offices and light industry in concentrated hives, servedbyverticaltransportation; buttheerectionofsuchbuildings on streets designed for four-story buildings and horse drawn transportation has everywhereproducedchaos.

Nowhere have the new forces in urbanism been organized so as to create both a functional and an aesthetic unity. One cannot derive an archetype for the modern city fromanyexisting example. Neithercan one create it merely by uncritically accepting all technological devices as essential ingredients. There is room, then, for an effort to define the modern community in ideal terms, on the basis of existing facts and tendencies. These facts and tendencies are not confined to the provinces of engineering and architecture; they issue from industry, from education, from medicine andpsychology,andindeedfrompolitics.

15. Расскажите о своей специальности (civil engineering).

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PART VII

THE ECONOMICAL ENGINEERING FACULTY

1.Ответьте на вопросы.

1.Why do you consider it is important to work in the sphere of automobile economy?

2.What areas could it be divided into?

3.What is your qualification?

4.What do the specialists of your qualification particularly do?

2.Прочитайте и выучите.

supplies, deliveries – поставки retail – розничный wholesale – оптовый

choice – ассортимент

promotion – продвижение (товара) domestic operations – местные операции

non-scheduled operations – нерегулярные перевозки scheduled operations – регулярные перевозки pooled operations – совместные перевозки

mode – вид транспорта

Составьте 3 предложения с новыми словами.

3. Обратите внимание на произношение следующих букв и буквосочетаний.

4. Прочитайте и переведите текст.

THE ECONOMICAL ENGINEERING FACULTY

The students of the faculty are trained in the following qualifications: Marketing; Management of Organization; Standardization and Certification and Management of Quality. The students of the faculty study a lot of specialized subjects: automatic systems of management; bookkeeping; finances and credit; economy of automobile

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transport enterprises, loading and unloading mechanisms; cargo transportations; passenger-carryingoperations;principlesofthe theoryoftransportsystemsandothers.

The work in the field of economy now is impossible without knowing what marketing and management are. Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user. Marketingactivities include:designingordevelopinga product orservice; transporting and storing goods; providing a variety of choice; buying in large volumes and then selling them by item; installing, servicing; repairing, instructing; or updating and improving. Marketing includes the Four Ps: product, place, price, and promotion. But most of all, marketing is research: finding out who the customers are and what they need.

There is no single concept of management yet, so “management” has many definitions. In practical business, management can be defined as the art and science of directing people with the aim of getting things done through their efforts. Effective management is the key to business success and you need for these strong management skills. There are two management specialities at the faculty: management of organisationandqualitymanagement.

There is alsostandardizationandcertificationprofile. The students ofthis speciality studythe standards concerningthe sphere ofautomobile productionand transportation. Theyshouldalsoknowhowtoimprovethequalityofgoodsandservices.

It is notenoughsimplytoproduce a product; it mustbe storedandtransported. The shipmentcanbe done by motor, water, air, railway, sea, river, pipeline transport. There are various kinds of operations: commercial, international, domestic; nonscheduled, scheduled;pooled;transitorprivate.

Passenger traffic operations are analyzed by different transport modes. The local passenger-carrying operations are conducted in cities and country areas. The most concernarises bycarrying passengers inlarge cities. The specialists whichare engaged withthis problemcarryout investigations ofpassengers flows andcountthe numberof passengersoncityroutes.

Commercial work presupposes making contracts, agreements, supplies; deliveries; trade-retailandwholesaleandfinancialwork.

The graduates of the faculty work at various enterprises, connected with economy, organization, management,transportations.

5.Ответьте на вопросы.

1.What qualifications are trained at your faculty? 2. What does commercial work include? 3. What is marketing? 4. What are the constituencies of the market? Describe each of them. 5. How can be “management” defined? 6. What can you tell about transportation of goods? 7. What do you know about passenger transportations? 8. What specialized subjects are studied at your faculty? 9. What are the most interesting and the most difficult subjects? Why?

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6. Прочитайте текст об уровнях и сферах управления и кратко перескажите его. Обратите внимание на перевод специальных терминов.

supervisor – контролер

buying department – отдел закупок

market exploration – отдел по изучению рынка accounting department – бухгалтерия distributing enterprise – торговое предприятие

financially autonomous, self-financing – самофинансируемый joint venture – совместное предприятие

multi-activity – многоотраслевой multi-unit enterprise – объединение non-profit – некоммерческий parent – головное предприятие subsidiary – дочернее предприятие

limited partnership – товарищество с ограниченной ответственностью sales manager – коммерческий директор

personnel manager – начальник отдела кадров chief buyer – руководитель отдела закупок managing director – директор-распорядитель general manager – генеральный директор accountant – бухгалтер

These are three management levels: top management, middle management, and operating management. Top management includes the president, vice president, and the general manager. Middle management includes department managers, plant managers, and production superintendents. Operating management includes supervisors, foremen, etc. Each modern enterprise has such departments as: planning department, production department, buying department, selling, market exploration department, advertisement department, accounting department.

The types of enterprises may be: distributing, financially autonomous, joint venture, mixed; multi-activity, multi-unit, non-profit, parent company, selffinancing; state, subsidiary company, partnership, limited partnership.

The management at such enterprises is employed by general manager and various departmental managers - sales, personal managers, Chief Buyer; advertising manager. In limited companies there is a Board of Directors, which appoints one of their numbers to the position of managing Director, whose function is to execute the policy determined on.

It is said that management has as many definitions as there are managers. For example a personnel manager concerns mainly with human activities and the

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former accountant promoted to general management, still remains an accountant. Somewhere in between is the managing director, with an integrated and balanced viewpoint, taking in the whole scene at once.

7. Прочитайте список качеств хорошего менеджера. Расположите их в порядке от большей к меньшей значимости. Выберите, на ваш взгляд, три самых важных качества и проиллюстрируйте их примерами.

QUALITIES OFAGOOD MANAGER

After an interview with candidates for a managerial position the opinions were summed up as follows:

A good manager should be able to deal with people, to talk to them about their jobs, problems, and their future. A good manager should be firm with his people. That's how they will come to respect him.

A good manager should be adaptable to the situation. A good manager should be competent. A good manager is one who can persuade people that his way is right. It is necessary to make people accept his decisions and follow his

physically fit. The most important responsibility of a manager at any level is decision making. Successful management is a matter of skill in choosing from alternatives.

8. Прочитайте и текст о роли экономики в автомобильной промышленности и заполните таблицу, отражающую историю этой отрасли автомобилестроения.

When you are in business your prior concern should be given to defining your business, customers and marketing plan. Actually, market and industry structures are interrelated, but sometimes they disintegrate and when this happens to continue to do business as before is almost a guarantee of disaster.

The automobile industry in the early years of this century grew so fast that its market changed drastically. There were four different responses to this change, all of them successful. A change in market or industry structure is a major opportunity for innovation. The early industry till 1900 had basically been a provider of a luxury product for the very rich. Such was the British company Rolls-Royce, founded in 1904. The founders realized that automobiles were growing as plentiful as to become “common”, and set out to build and sell an automobile which would have “the cachet of royalty”.

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They deliberately went back to earlier, already obsolete, manufacturing methods in which each car was machined by a skilled mechanic and assembled individually with hand tools. And they promised that the car would never wear out. They designed it to be driven by a professional chauffeur trained by RollsRoyce for the job, and restricted sales to the titled customers, prizing a car as high as a small yacht, at about forty times the annual income of a skilled mechanic or prosperous tradesman.

A few years later in Detroit; the young Henry Ford also saw that the market structure was changing and the automobiles in America were no longer a rich man’s toy. His response was to design a car that could be totally mass-produced, largely by semiskilled labour; and that could be driven by the owner and repaired by him. The 1908 Model T was not “cheap”: it was priced at a little over what the world’s highest-priced skilled mechanic, the American one; earned in a full year.

Later on, three famous automobile companies refused to face up to the fact that a new decision was needed and as a result they rapidly lost both market position and profitability. Today all three – Chrysler, British Leyland and Peugeot have become more or less marginal. However, three small and quite marginal companies saw in market changes a major opportunity to innovate, they are: Volvo, BMW, and Porsche.

Another American, William Crapo Durant, also saw the change in market structure as an opportunity to put together a professionally managed large automobile company that would satisfy all segments of what he foresaw would be a huge “universal” market. He founded General Motors in 1905, began to buy existing automobile companies, and integrated them into a large modern business.

A little earlier, in 1899, the young Italian Giovanni Angelli had seen that the automobile would become a military necessity, especially as a staff car for offices. He founded FIAT in Turin, which within a few years became the leading supplier of staff cars to the Italian, Russian, and Austro-Hungarian armies.

Market structures in the world automobile industry changed once again between 1960 and 1980. Up to that time the automobile industry had consisted of national supplies dominating national markets. In Italy they were: Fiats and Alfa-Romeos; in France – Renaults, Peugeots, and Citroens; in Germany – Mercedes, Opels, and the German Fords; in the United States – GM cars, Fords, and Chryslers. Then the automobile industry became a “global” one. The example of this is the Japanese, who decided to become world exporters.

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9. Подберите к английским словосочетаниям из текста соответствующий русский перевод.

Major opportunity, luxury product, manufacturing methods, hand tools, rich man’s toy, a large business, more or less marginal, a staff car, national supplies, the cachet of royalty, world exporters.

Знак королевского достоинства, главная возможность, машина для персонала, инструменты, игрушка богача, мировые экспортеры, роскошный товар, местные поставщики, более или менее второстепенные, методы производства, большой бизнес.

10.Кратко перескажите текст упр. 8 (см. план реферирования в приложении).

11.Расскажите о своей специальности, используя следующий план.

a)qualification of your faculty;

b)the targets of commercial work;

c)what marketing and management are;

d)the integral parts of marketing;

e)the modes of transportation of goods;

f)passengers transportations;

g)your specialized subjects.

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