English for Future Economists. Учебное пособие для студентов СПО, обучающихся по специальностям 38.02.01 – «Экономика и бухгалтерский учет (по отрасля

ПРЕДИСЛОВИЕ

Учебное пособие предназначено для студентов второго курса СПО экономических специальностей. Целью пособия является развитие коммуникативной компетенции в профессиональной сфере общения, расширение лексического запаса, а также употребление усвоенной экономической терминологии и лексики в устной и письменной речи.

Пособие состоит из пяти разделов. Каждый из них включает два текста для изучающего чтения, словарь терминологической и тематической лексики Vocabulary notes и упражнения.

Тексты охватывают основные темы и вопросы, необходимые для получения базовых знаний. Послетекстовые задания (такие как выбрать правильный вариант, ответить на вопросы по содержанию текста, составить словосочетания, найти дефиниции и синонимы активной лексики, перевести на английский язык) позволяют проконтролировать понимание прочитанного, активизировать изученную лексику; вопросы проблемного характера направлены на развитие неподготовленной речи обучаемых.

Тексты и задания к ним имеют различную степень трудности, поэтому могут быть использованы выборочно в соответствии с языковой подготовленностью студентов. Упражнения рассчитаны как на выполнение их в аудитории под руководством преподавателя, так и на самостоятельную работу студентов.

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UNIT 1

HENRY FORD

I. Write the following verbs in Past Simple.

II. Read the words.

Apprentice, machine, acre, reverse, company, failure, invest, production, profit, manufacture, type, assemble, reduce, overall, rapidly

III. Complete the text with verbs from I.

Henry Ford, the son of a farmer, was born in Greenfield, Michigan on July 30th, 1863. He (a)______school at 15 to work on his father’s farm, but in 1879 he moved to Detroit where he (b) ______ an apprentice in a machine shop. He returned to Greenfield after his father (c) ______ him 40 acres to start his own farm. He hated farming and returned to Detroit to work as an engineer for the Edison Illuminating Company.

He (d) ______ his spare time trying to build a petrol-driven motor car. In 1896 he (e) ______ his first car in the garden. He namedthe car Thin Lizzie, and it (f) ______ no reverse gear or brakes. Ford started two companies that ended in failure. Finally, in June, 1903 he (g) ______ 12 people ready to invest $28,000 in a new company. He (h)______ production of the Model A car. The car (i) ______ well, and by 1907 the profits reached $1,100,000.

In 1909 Ford decided to manufacture only one type of car, the Model T. At first it (j)______14 hours to assemble a Model T car. Ford reduced this to 1 hour 33 minutes. This (k)______the overall cost of each car and between 1908 and 1916 the selling price of the Model T (l)______from $1,000 to $360. In the 1920s the Ford Motor Company (m)______rapidly, and in 1925 Ford produced 60 per cent of America's total output of cars. Henry Ford died on April 7th, 1947.

IV. Find the words close in their meaning.

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V. Find the words opposite in their meaning.

VI. Find the words as they occur together in the text.

VII. Find the English equivalents in the text.

1)вкладывать (деньги);

2)производство, изготовление;

3)доход;

4)достигать;

5)производить, выпускать;

6)собирать;

7)снижать;

8)общие затраты;

9)отпускная (продажная) цена;

10)общий объем производства.

VIII. Use the key words to speak about H. Ford.

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DEMAND AND SUPPLY

Demand is the quantity of a good that buyers wish to buy at certain price. Other things being equal, at low prices the demanded quantity is higher.

Supply is the quantity of a good that sellers wish to sell at certain price. Other things being equal, when prices are high, the supplied quantity is high as well.

The market is in equilibrium when the price regulates the quantity supplied by producers and the quantity demanded by consumers. When prices are not so high as the equilibrium price, there is excess demand (shortage) raising the price. At prices above the equilibrium price, there is excess supply (surplus) reducing the price.

There are some factors influencing demand for a good, such as the prices of other goods, consumer incomes and some others.

An increase in the price of a substitute good (or a decrease in the price of a complement good) will at the same time raise the demanded quantity. As consumer income is increased, demand for normal goods will also increase but demand for inferior goods will decrease. A normal good is a good for which demand increases when incomes rise. An inferior good is a good for which demand falls when incomes rise.

As to supply, some factors are assumed as constant. Among them are technology, the input price, as well as degree of government regulation. An improvement in technology is as important for increasing the supplied quantity of a good as a reduction in input prices.

Government regulates demand and supply, imposing ceiling prices (maximum prices) and floor prices (minimum prices) and adding its own demand to the demand of the private sector.

Vocabulary notes demand – спрос; supply – предложение;

quantity – количество, численность, число; goods – товары;

price – цена;

other things being equal – при прочих равных условиях; equilibrium – равновесие, баланс;

consumer – потребитель;

excess demand – избыточный [чрезмерный] спрос; shortage – нехватка, недостаток; дефицит;

to raise – поднимать;

surplus – избыток, излишек, остаток;

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to reduce – понижать, сокращать, уменьшать; influence – оказывать влияние, воздействовать, влиять; increase – возрастание, рост;

substitute – замена, заменитель; decrease – снижение, уменьшение;

complement – дополняющий товар, (товар-) комплемент (товар,

потребление которого предполагает использование другого товара); normal goods – нормальные блага [товары];

inferior goods – неполноценные блага, блага низшего качества, низшие блага;

to assume – принимать; считать; предполагать; improvement – улучшение, усовершенствование, развитие; reduction – снижение, понижение, сокращение;

ceiling price – мaксимальная цена; private – частный.

I. Mark the sentences true (T) or false (F). Correct the false ones.

1.Supply is the quantity of goods that buyers wish to buy.

2.Excess demand raises the price.

3.There is excess supply when prices are higher than the equilibrium price.

4.The demand will rise when the price of a substitute good reduces.

5.When consumer income rises, demand for normal goods will fall.

6.Technology and input price are constant factors when we study supply.

7.Ceiling prices and floor prices are used to regulate demand and supply.

II. Fill in the chart.

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III. Find the words close in their meaning.

IV. Find the words opposite in their meaning.

V. Answer the questions.

1.How can you define “demand” and “supply”?

2.When is the market in equilibrium?

3.When do we have excess demand and excess supply?

4.What factors influence demand for goods?

5.How is consumer income connected with demand?

6.What’s the difference between normal and inferior goods?

7.When does the demanded quantity raise?

8.What is important for the supplied quantity of goods?

9.How does the government regulate demand and supply?

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UNIT 2

THE MYSTERY MAN

Read the words.

Appear, lingerie, experience, essential, process, advance, anticipate, store, contact, manufacture, unique, advertising, mansion, rumours, discreet, empire, occasion, luxury, innovative, devastating, retailer

Read the text.

Amancio Ortega is famous in business schools around the world and is one of the richest men in the world. At the same time, the founder and boss of Zara and Inditex, is almost unknown to the general public. Every 48 hours, somewhere in the world, the Inditex group opens a new store, but its boss has never appeared on television or given a newspaper interview.

Amancio Ortega was born on 28 March, 1936. He grew up in the northwest of Spain, and his family was from a working-class background. He started his business life as a sales assistant in a local clothes shop. Then, in 1963, he set up a small lingerie business with his wife. The company did well, and the experience made Ortega think that it was essential to control every stage of the process from production to sales. This idea is central to the success of Inditex.

Clothes makers usually produce their collections months in advance. They have to anticipate fashion trends. However, Inditex can manufacture new designs and get them into the stores in less than two weeks.

Its headquarters is in daily contact with its stores and knows exactly what is selling well. The group manufactures most of its own clothes. Production is in small batches. If an item doesn't sell, they stop making it. The shops never have unsold stock. Ortega has done something else unique in the fashion business. His company has sold its clothes all over the world without using any advertising at all.

As the group has grown, so has interest in its boss. The Spanish press has published many stories about his art collections and his country mansions, but most of them are just rumours. It's difficult to say what is true, because the richest man in Spain is very discreet. He is not a typical businessman and for the head of a fashion empire, he doesn't seem very interested in clothes. In fact, he has worn a tie on just two occasions: his second wedding and when he met Juan Carlos, the King of Spain. This is the man who has founded what Daniel Piette, fashion director of the French luxury goods group LVMH, has called 'possibly the most innovative and devastating retailer in the world'.

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I. Find the words close in their meaning.

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