Учебное пособие по английскому языку с упражнениями по развитию креативного мышления. Часть 2

Ex. 4. Give the answers interpreting the following words.

Example: fast, green, full – train.

Ex. 5. Make your own sentences based from four words, in which every word begins with the following letters:

Example: N…B…W…T... – Nice boy watched TV.

1.H…I…A…M…

2.T…A…T…M…

3.I…H…A…M…

4.C…E…M…

5.M…E…M…

6.T…F…R…S…

Ex. 6. Explain what you see in the picture.

Ex. 7. Retell the text.

Avoiding Price Wars

The following are some tactics different organizations have used to avoid a price war:

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•Do not attack a big competitor with an identical product or service at a lower price.

•Keep customers focused on value (benefits relative to price), not price. (All those retail advertisements that shout 'low, low price this weekend' train people to focus on price.)

•Understand competitors' strategies—do not misread their reasons for changing their price.

•Establish a reputation for retaliation as outlined in the next section.

•Sell at various price points—if a customer cannot afford the high-priced version, then sell them the lower-priced version—do not discount.

•Pre-announce price moves and the reasons why. (The banks often do this as follows: 'We are lowering our interest rate because the cost of funds on the market is now lower.')

•Become the recognized industry price leader.

•Talk publicly at industry gatherings about the horrors of a price war.

•Use a research company or a consultant to gather and publicize industry information about prices and sales levels.

•Have the industry association publish a recommended price list— a practice followed by some health professions.

Vocabulary

advertisement n ɪɟɤɥɚɦɚ, ɨɛɴɹɜɥɟɧɢɟ afford v ɩɨɡɜɨɥɹɬɶ ɫɟɛɟ

avoid v ɢɡɛɟɝɚɬɶ

consultant n ɤɨɧɫɭɥɶɬɚɧɬ, ɷɤɫɩɟɪɬ, ɪɟɮɟɪɟɧɬ

discount n 1. ɫɤɢɞɤɚ, ɞɢɫɤɨɧɬ, ɪɚɡɧɢɰɚ ɦɟɠɞɭ ɬɟɤɭɳɟɣ ɪɵɧɨɱɧɨɣ ɰɟɧɧɨɣ ɛɭɦɚɝɢ ɢ ɟɟ ɧɚɪɢɰɚɬɟɥɶɧɨɣ ɫɬɨɢɦɨɫɬɶɸ ɢɥɢ ɪɚɡɧɢɰɚ ɦɟɠɞɭ ɧɚɥɢɱɧɵɦ ɢ ɫɪɨɱɧɵɦ ɜɚɥɸɬɧɵɦ ɤɭɪɫɚɦɢ 2. ɭɱɟɬ ɜɟɤɫɟɥɟɣ 3 .ɫɤɢɞɤɚ ɫ ɰɟɧɵ ɬɨɜɚɪɚ interest rate – ɩɪɨɰɟɧɬɧɚɹ ɫɬɚɜɤɚ

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outline n 1. ɧɚɛɪɨɫɨɤ 2. ɩɥɚɧ, ɤɨɧɫɩɟɤɬ retail adj ɪɨɡɧɢɱɧɵɣ

tactics n ɬɚɤɬɢɤɚ

Ex. 8. Make questions on the text above.

Ex. 9. Retell the text.

Fighting Price Wars

There is not much reliable advice about how to fight a price war. The reason for this is because so many different factors can cause them to start and continue. Hence, the advice that follows should be considered as advisory. It is also restricted to an organization's first few moves. The underlying logic, however, is a tried and tested approach from game theory, namely, a strategy called 'tit-for-tat'.

Tit-for-tat is a simple strategy—I do to you tomorrow what you did to me today. And I do not escalate my response above yours. It has proven to be a very robust strategy for eliciting cooperation in a wide range of situations. The reasons for this are that it is:

•Clear— both parties know what is coming.

•Nice—it never initiates an attack.

•Provokable—it retaliates instantly—like for like.

•Forgiving—if the transgressor returns to cooperative behaviour the other party will follow.

Tit-for-tat is not designed to beat a rival; it is a strategy to wear them down. It is also a strategy that works best with rivals that have similar payoffs in a game. For example, if one big company has decided to drive a smaller rival out of the market, then the strategy would be unlikely to keep the big predator at bay. Tit-for-tat is also a strategy that is premised on the fact that both parties have good information about the other. When it is difficult to interpret the (cooperative

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or cheating) actions of the other party, any mistake will echo back and forth. Also, this strategy by itself lacks a way of saying that 'enough is enough. (Someone has to signal that they would like to stop.)

Vocabulary

advisory adj ɤɨɧɫɭɥɶɬɚɬɢɜɧɵɣ approach n ɩɨɞɯɨɞ

bay n 1. ɛɭɯɬɚ 2. ɧɚɛɟɪɟɠɧɚɹ 3. ɠɟɥɟɡɧɨɞɨɪɨɠɧɚɹ ɩɥɚɬɮɨɪɦɚ cooperation n 1. ɫɨɬɪɭɞɧɢɱɟɫɬɜɨ 2. ɜɡɚɢɦɨɞɟɣɫɬɜɢɟ 3. ɤɨɨɩɟɪɚɰɢɹ escalate v ɜɨɡɪɚɫɬɚɬɶ

payoff n 1. ɜɵɩɥɚɬɚ, ɩɨɝɚɲɟɧɢɟ 2. ɧɚɝɪɚɞɚ, ɜɨɡɧɚɝɪɚɠɞɟɧɢɟ 3. ɪɟɡɭɥɶɬɚɬ, ɨɬɞɚɱɚ 4. ɞɨɯɨɞ ɩɨ ɰɟɧɧɵɦ ɛɭɦɚɝɚɦ

reliable adj ɧɚɞɟɠɧɵɣ restrict v ɨɝɪɚɧɢɱɢɜɚɬɶ rival n ɤɨɧɤɭɪɟɧɬ

'tit-for-tat' – «ɡɭɛ ɡɚ ɡɭɛ»

wear v 1. ɢɡɧɚɲɢɜɚɬɶ 2. ɧɨɫɢɬɶ 3. ɨɞɟɜɚɬɶ

Ex. 10. Make report about the text above.

Ex. 11. Discuss the text above.

Ex. 12. Read and translate the dialogue. Explain in English what this dialogue is about. Make your own dialogue, paying attention to the dialogue below.

Dialogue

Currency and Other Forms of Exchange

Student: The bank must use just about every form of exchange in a day's work.

Cashier: Just about. Of course, we constantly handle coins and bills of every denomination. Student: They're what you call legal tender.

Cashier: Yes. Or currency. A nation's currency is its legal tender.

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Student: But a check isn't legal tender.

Cashier: No. However, checks are a more common form of exchange. The Federal Reserve Board defines checkable deposits as one of the most important sources of the money supply.

Student: Are traveler's checks currency?

Cashier: Not in a strict sense. But they're immediately negotiable everywhere. For instance, even merchants will cash them under most circumstances.

Student: The bearer need only present proper identification. Cashier: That's right.

Student: Well, what's a bank note? Is that currency?

Cashier: Definitely. Bank notes are issued by the banks of the Federal Reserve System, and they're legal tender just as silver certificates are.

Student: That's what I thought. But getting back to checks, why are bank drafts sometimes preferred over checks?

Cashier: Well, in the case of a check, the party who signs it is the only one who guarantees payment. But a bank draft is issued and guaranteed by a bank.

Student: Is that true of cashier's checks, too?

Cashier: Yes. And also of certified checks and bank money orders.

Student: What about sight drafts?

Cashier: Now, sight drafts are different. They're a form of request for payment through a bank.

LESSON 16

Ex. 1. Imagine, if you were the Minister of Economic Affairs, what would you do at first? Explain your proposals.

Ex.2. Find, as much as you can, definition for the following words. Explain your decision.

For example: book – beautiful book.

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1.Negotiator

2.Presumption

3.Commitment

4.Benefit

5.Politician

6.Merging

7.Statement

8.Bookkeeping

Ex. 3. Give the answers interpreting following words.

Example: fast, green, full – train.

Ex. 4. Make your own sentences based from four words, in which every word begins with the following letters:

Example: N…B…W…T... – Nice boy watched TV.

1.C…A…N…S…

2.I…P…O…I…

3.T…P…M…D…

4.T…P…M…I…M…D…

5.I…T…P…M…M…D…

6.G…N…P…O…T…C…

Ex. 5. Explain what you see in the picture.

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Ex. 6. Retell the text.

CULTURE AND NEGOTIATION SKILLS

In the face-to-face situation, the first offer of the seller will already be known from a quotation or a proposed contract for signature. Negotiations usually open with an attempt by the participants to find the negotiation range. The offers in the first instance are what the parties see as their best outcomes. The language, certainly for Europeans and Americans, will be robust and uncompromising. The negotiators seek to identify if there is a gap between what the other says and is prepared to do. If the other's language is strong and simple, there is a presumption that the commitment is considerable. The object of the exchange is to test this commitment.

Such confrontational means of establishing the negotiation range sit uncomfortably in an East Asian setting. Confrontation threatens face and harmony, and is to be avoided. Similarly, the Latin American or Arab buyer often bases his buying decision on the personality of the salesman and not on the characteristics and benefits of the product. It is the salesman's ability to strike chords in him that makes the buyer decide, and confrontation is not the relationship that aids this decision. When people involved in negotiation take up their positions strongly and reinforce them with unyielding

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repetitions of their basic position or variations on the same theme, the situation can rapidly deteriorate into what has been called 'attack/defend spirals'. It can be difficult to escape from such situations although agreement is still possible.

Vocabulary

commitment n 1. ɜɪɭɱɟɧɢɟ, ɩɟɪɟɞɚɱɚ 2. ɡɚɬɪɚɬɵ, ɜɥɨɠɟɧɢɟ ɤɚɩɢɬɚɥɚ 3. ɨɛɹɡɚɬɟɥɶɫɬɜɨ 4. ɤɨɧɬɪɚɤɬ

deteriorate v ɭɯɭɞɲɚɬɶɫɹ, ɩɨɪɬɢɬɶɫɹ

gap n 1. ɢɧɬɟɪɜɚɥ, ɩɪɨɦɟɠɭɬɨɤ 2. ɪɚɫɯɨɠɞɟɧɢɟ, ɪɚɡɪɵɜ 3. ɞɟɮɢɰɢɬ, ɧɟɯɜɚɬɤɚ ɮɢɧɚɧɫɨɜɵɯ ɪɟɫɭɪɫɨɜ

identify v ɨɩɪɟɞɟɥɹɬɶ, ɭɡɧɚɜɚɬɶ, ɜɵɹɜɥɹɬɶ personality n ɩɪɚɜɨɜɨɟ ɥɢɰɨ, ɩɪɚɜɨɫɭɛɴɟɤɬɧɨɫɬɶ

presumption n 1. ɩɪɟɞɩɨɥɨɠɟɧɢɟ, ɞɨɩɭɳɟɧɢɟ 2. ɩɪɟɡɭɦɩɰɢɹ reinforce v ɭɤɪɟɩɥɹɬɶ, ɩɨɞɤɪɟɩɥɹɬɶ

threaten n ɭɝɪɨɠɚɬɶ

uncompromising adj ɛɟɫɤɨɦɩɪɨɦɢɫɫɧɵɣ

Ex. 7. Make questions on the text above.

Ex. 8. Retell the text.

SOCIAL ENVIRONMENT

Perhaps the greatest long-term problem in the social environment is the contraction of populations in the industrialized countries of the world due to falling birth rates, while the opposite takes place in the developing world. If economic performance is measured on the basis of GNP per capita, i.e. the GNP of a country divided by the number of people in it, then the higher the birth rate the harder the economy has to work, even to maintain the current situation. A major concern arising from the contraction of population in Europe is that the smaller

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population paying taxes will have to support a larger population of older people. The UK has a social security system originally planned when there were seven working people for every pensioner; the proportion is now nearer two to one. The picture may be even worse in Prance and Germany where there are high social costs which support the advanced welfare system in Germany and the high proportion of pensionable civil servants (fonctionnaires) in France that are unsustainable in the new conditions. The 'pensions time bomb', as it has been called, may well lead to a complete restructuring of social security systems. Insurance companies across Europe are merging in the hope of creating a competitive presence when this happens. Marketing in the developing countries may be aimed at increasing the use of contraception in those countries trying to increase living standards for their peoples, and to reduce the expectations of people in the belief that frustrated hopes lead to social unrest.

Ex. 9. Make report on the text above.

Ex. 10. Discuss the text above with group.

Ex. 11. Retell the text.

The International Politics of Inflation

It is widely agreed that inflation, in modern economies, is more the result of governmental action than a natural disaster imposed on an unwilling species by forces beyond human control. Governments choose to let inflation persist, or accelerate, because they believe that the consequences of preventing, or stopping, it would be worse.

One way to understand governments' choices is to examine how they go about making decisions—in particular, to describe the strategies of cabinets, parties, quasi-autonomous agencies such as the Federal Reserve Board, and individual politicians, and to try to explain the coalitions that form and their outcomes. In this

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sort of analysis, interests and bargaining-are at the center of attention. The other major way to understand choices is to focus not on the process of choosing, but on the incentives and constraints that face the choosers. Governments, like other social actors, look for opportunities in their environments, but they cannot achieve all they wish. No one doubts that inflation can always be explained by reference to decisions of the monetary authorities, since sufficiently restrictive monetary policies can control or even bring to an end a rise in principle.

Actions of other governments, transnational movements of capital are also important. The position of a given country in the world political economy—as reflected in its ties with others, its position in the international division of labor, and the power resources at its disposal—will profoundly affect its environment for policy choice.

Vocabulary

accelerate v ɭɫɤɨɪɹɬɶ consequences n pl. ɩɨɫɥɟɞɫɬɜɢɹ constraint n ɨɝɪɚɧɢɱɟɧɢɟ incentive n ɫɬɢɦɭɥ

persist v ɧɚɫɬɚɢɜɚɬɶ prevent v ɩɪɟɞɨɬɜɪɚɳɚɬɶ

quasi-autonomous adj ɤɜɚɡɢɚɜɬɨɧɨɦɧɵɣ

Ex. 12. Make a plan of the text above orally. Give your personal opinion about the text above.

Ex. 13. Read and translate the dialogue. Explain in English what this dialogue is about. Make your own dialogue, paying attention to the dialogue below.

Dialogue

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