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

Ex. 6. Make your own sentences based from four words, in which every word begins with the following letters:

Example: D…A…S… - Demand And Supply.

1.G…S…

2.L…E…P…

3.R…G…I…

4.G…G…R…

5.T…W…C…

6.F…W…C…

Ex. 7. Explain what you see in the picture.

Ex. 8. Retell the text.

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Studying Buyer Behaviour

There is an old saving in Spain:

To be a bullfighter, you must first learn to be a bull.

In its early history, buyer behaviour (or CB) theory was a branch of economics (as, to many economists, it remains). In the 1950s, scholars turned to psychology for enlightenment about how to interpret the behavior of flesh and blood consumers. In the 1960s, much of this research was summarized in three comprehensive models of consumer decision-making. These three models were based on the principles of cognitive, and to a lesser extent social, psychology and formed the foundation of most of today's CB textbooks. The central concept in this school of thought is the consumer's attitude to the brand—its formation, complexity, and how it is changed. More recently, there have been cries from another branch of psychology—the behaviorists—to incorporate their ideas more formally into explanations of CB. The central concept here is that specific episodes of CB are determined largely by the situation in which the consumer finds herself or himself.

Vocabulary

cognitive adj ɤɨɝɧɢɬɢɜɧɵɣ, ɩɨɡɧɚɜɚɬɟɥɶɧɵɣ complexity n ɫɥɨɠɧɨɫɬɶ

comprehensive adj ɜɫɟɫɬɨɪɨɧɧɢɣ, ɢɫɱɟɪɩɵɜɚɸɳɢɣ, ɤɨɦɩɥɟɤɫɧɵɣ concept n ɢɞɟɹ, ɨɛɳɟɟ ɩɪɟɞɫɬɚɜɥɟɧɢɟ, ɤɨɧɰɟɩɰɢɹ decision-making n ɩɪɢɧɹɬɢɟ ɪɟɲɟɧɢɹ

determine v 1. ɨɩɪɟɞɟɥɹɬɶ, ɭɫɬɚɧɚɜɥɢɜɚɬɶ 2. ɨɤɚɧɱɢɜɚɬɶ, ɡɚɤɚɧɱɢɜɚɬɶ enlightenment n ɩɪɨɫɜɟɳɟɧɢɟ

form v ɮɨɪɦɢɪɨɜɚɬɶ, ɨɪɝɚɧɢɡɨɜɵɜɚɬɶ, ɫɨɡɞɚɜɚɬɶ, ɭɱɪɟɠɞɚɬɶ

foundation n 1. ɨɫɧɨɜɚɧɢɟ, ɭɱɪɟɠɞɟɧɢɟ 2. ɮɭɧɞɚɦɟɧɬ, ɨɫɧɨɜɚɧɢɟ, ɨɫɧɨɜɵ,

ɩɪɢɧɰɢɩɵ 3. ɮɨɧɞ

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incorporate v 1. ɜɤɥɸɱɚɬɶ, ɩɪɢɫɨɟɞɢɧɹɬɶ 2. ɪɟɝɢɫɬɪɢɪɨɜɚɬɶ ɤɚɤ ɤɨɪɩɨɪɚɰɢɸ 3. ɨɮɨɪɦɥɹɬɶ ɜ ɤɚɱɟɫɬɜɟ ɸɪɢɞɢɱɟɫɤɨɝɨ ɥɢɰɚ

summarize v ɫɭɦɦɢɪɨɜɚɬɶ, ɩɨɞɜɨɞɢɬɶ ɢɬɨɝ

Ex. 9. Make questions on the text above.

Ex. 10. Retell the text.

Payments and the foreign exchange market

There is a complex web of international payments that links countries. Payment for goods and services is normally made through the banking system. The exporter's bank balance is credited and the exporter's bank settles with the importer's bank. However, what the exporter gets in his own currency is not a fixed return. Exchange rates vary, determined largely by short-term rates of interest. This means that the exporter may have to 'sell forward', that is to be put in funds by the bank which will cover itself in the discount market and receive payment when it falls due. An appreciation of a currency makes exports more expensive to overseas buyers (and imports cheaper to domestic consumers). A depreciation has the opposite effect; the value of exports will increase while the volume of imports may fall and imports become dearer for domestic consumers. The adoption of the euro by a majority of the EU countries has eliminated that risk within the group of countries embracing the European Monetary Union (EMU).

Vocabulary

adoption n 1. ɩɪɢɧɹɬɢɟ 2. ɭɫɵɧɨɜɥɟɧɢɟ

credit n 1. ɤɪɟɞɢɬ 2. ɚɤɤɪɟɞɢɬɢɜ 3. ɞɨɜɟɪɢɟ v 1. ɤɪɟɞɢɬɨɜɚɬɶ ɫɱɟɬ, ɡɚɩɢɫɚɬɶ (ɫɭɦɦɭ) ɜ ɤɪɟɞɢɬ ɫɱɟɬɚ

depreciation n 1. ɚɦɨɪɬɢɡɚɰɢɹ, ɫɩɢɫɚɧɢɟ ɫɬɨɢɦɨɫɬɢ ɮɢɤɫɢɪɨɜɚɧɧɵɯ ɚɤɬɢɜɨɜ ɧɚ ɩɪɨɬɹɠɟɧɢɢ ɫɪɨɤɚ ɫɥɭɠɛɵ 2. ɮɢɡɢɱɟɫɤɢɣ ɢɥɢ ɦɨɪɚɥɶɧɵɣ ɢɡɧɨɫ 3. ɨɛɟɫɰɟɧɢɜɚɧɢɟ, ɩɚɞɟɧɢɟ ɫɬɨɢɦɨɫɬɢ ɜɚɥɸɬɵ

discount n 1. ɫɤɢɞɤɚ, ɞɢɫɤɨɧɬ, ɪɚɡɧɢɰɚ ɦɟɠɞɭ ɬɟɤɭɳɟɣ ɪɵɧɨɱɧɨɣ ɰɟɧɧɨɣ ɛɭɦɚɝɢ ɢ ɟɟ ɧɚɪɢɰɚɬɟɥɶɧɨɣ ɫɬɨɢɦɨɫɬɶɸ ɢɥɢ ɪɚɡɧɢɰɚ ɦɟɠɞɭ ɧɚɥɢɱɧɵɦ ɢ

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ɫɪɨɱɧɵɦ ɜɚɥɸɬɧɵɦ ɤɭɪɫɚɦɢ 2. ɭɱɟɬ ɜɟɤɫɟɥɟɣ 3. ɫɤɢɞɤɚ ɫ ɰɟɧɵ ɬɨɜɚɪɚ 4. ɫɨɨɬɧɨɲɟɧɢɟ ɦɟɠɞɭ ɪɚɡɥɢɱɧɵɦɢ ɜɚɥɸɬɚɦɢ

domestic adj 1. ɜɧɭɬɪɟɧɧɢɣ 2. ɦɟɫɬɧɵɣ, ɨɬɟɱɟɫɬɜɟɧɧɵɣ

eliminate v 1. ɭɫɬɪɚɧɹɬɶ, ɢɫɤɥɸɱɚɬɶ 2. ɥɢɤɜɢɞɢɪɨɜɚɬɶ

embrace v 1. ɨɛɧɢɦɚɬɶ 2. ɨɯɜɚɬɵɜɚɬɶ

majority n ɛɨɥɶɲɢɧɫɬɜɨ

opposite adj ɩɪɨɬɢɜɨɩɨɥɨɠɧɵɣ adv ɧɚɩɪɨɬɢɜ

settle v 1. ɪɟɲɚɬɶ 2. ɞɨɝɨɜɚɪɢɜɚɬɶɫɹ, ɩɪɢɯɨɞɢɬɶ ɤ ɫɨɝɥɚɲɟɧɢɸ 3. ɪɚɫɩɥɚɱɢɜɚɬɶɫɹ, ɪɚɫɫɱɢɬɵɜɚɬɶɫɹ 4. ɭɩɥɚɬɢɬɶ, ɥɢɤɜɢɞɢɪɨɜɚɬɶ (ɞɨɥɝ) 5. ɭɥɚɠɢɜɚɬɶ, ɭɪɟɝɭɥɢɪɨɜɚɬɶ (ɫɩɨɪ)

value n 1. ɰɟɧɧɨɫɬɶ 2. ɫɬɨɢɦɨɫɬɶ 3. ɰɟɧɚ 4. ɜɚɥɸɬɚ, ɫɭɦɦɚ ɜɟɤɫɟɥɹ ɢɥɢ ɬɪɚɬɬɵ 5. ɜɟɥɢɱɢɧɚ, ɡɧɚɱɟɧɢɟ v ɨɰɟɧɢɜɚɬɶ, ɩɪɨɢɡɜɨɞɢɬɶ ɨɰɟɧɤɭ, ɨɩɪɟɞɟɥɹɬɶ ɫɬɨɢɦɨɫɬɶ

volume n 1. ɨɛɴɟɦ, ɜɟɥɢɱɢɧɚ, ɪɚɡɦɟɪɵ 2. ɟɦɤɨɫɬɶ, ɜɦɟɫɬɢɬɟɥɶɧɨɫɬɶ

Ex. 11. Make the report about the text above.

Ex. 12. Discuss the text in the audience.

Ex. 13. Make up your own dialogue on the basis of the following pattern:

Mr. Johnson is meeting Smirnov at his office

Smirnov: Good morning. I am Smirnov, Director from Ros-export. Here is my card.

Johnson: Good morning, Mr. Smirnov. I am Johnson, Managing Director of the company. Will you take a seat, please?

Smirnov: Thank you

Johnson: Did you have a good trip?

Smirnov: Yes, it was pretty comfortable, thank you.

Johnson: Glad to hear this. Well, now let me introduce my employees to you. This is my secretary Kate Moore. This is John Smith, our Sales

Manager, this is Tommy Blair, our Executive Manager.

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pleased with the quality of your machine tools. They are the most popular in the world market.

Johnson: Yes, we know this and are very proud of them-started from scratch (ɦɵ ɧɚɱɚɥɢ ɫ ɧɭɥɹ) and now our company has become well known and is considered reliable. What model did you like best of all?

Smirnov: We got interested in two models - RT2 and

Johnson: Glad to hear that. The first of them is in great demand. The customers are happy to have it. It is easy to handle! Our engineering developed modifications and now it works very well, never idle because of some defects.

Smirnov: We are glad, that we have the same opinion. Will show me your contract form, please?

Johnson: Here you are. Take into account that though the quality our machine tools is very good, the prices are very moderate. We don't increase them, not because we are afraid of competition. No, we are interested in Russian market, which is very perspective. That's the thing! You are opening new factories and plants, so you'll reequip your assembly shops. No one will manage to do without them if he is aimed at the qualitative production.

Smirnov: Let's meet again, say, next Monday. I think I will be ready to discuss the terms of the contract.

Johnson: Certainly. By the way, I think that I know your chief accountant. She took part in the meeting which took place in Paris two months ago. Is her name Natasha Smirnova?

Smirnov: Yes, it is.

Johnson: Is she your relative?

Smirnov: No, she is not. We are namesakes.

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Johnson: Really? I am sure, you are happy to have such a clever, industrious and disciplined accountant.

Smirnov: I'll pass her your compliments. Good-bye. Johnson: Good-bye, Mr. Smirnov.

Meetings and discussions: Accepting and rejecting ideas and proposals

Vocabulary

Language Summary 1 Accepting proposals

In the discussion everyone accepted or rejected the various proposals, either strongly or diplomatically.

Note these ways of accepting a proposal or idea. The expression you choose will indicate to the listener the strength of your support. The strongest phrases come at the top. Those on the left are for use in a normal business situation. Those on the right are very informal.

Ex. 14. The following ideas have been put forward to improve overall office efficiency and motivation. Support the suggestions, using appropriate expressions, as indicated in brackets. Justify your support. The first one has been done as an example.

EXAMPLE

I think it'd be a good idea to change over from typewriters to word processors.

Reason: Makes that sort of work less repetitive, (standard)

Yes, I'm in favour of that. It would make that sort of work much less repetitive.

a) What about advertising for someone to translate our technical literature?

Reason: No one in the department has the time, (informal)

b) I've been thinking it might be a good idea to introduce flexitime.

Reason: Good for motivation, (standard)

ɫ) How would you feel about putting our mailing list onto computer?

Reason: We should use the new micros more fully, (standard)

d) Do you think we should increase our budget for training?

Reason: People need to develop new skills, (standard)

e) What do you think of giving everyone a basic computer awareness course.

Reason: Computers are here to stay, (standard)

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Language Summary 2

Rejecting ideas

There were several examples in the meeting of people rejecting ideas and proposals, sometimes strongly, sometimes in a standard, polite way and other times very diplomatically.

. . . that's just not feasible, (strong)

I'm sorry, but I really don't think that. . .is a good idea. (standard)

. . . I think we all appreciate the problem but. . . (diplomatic)

Other phrases to use are:

Strong rejections

I really can't accept that.

I'm absolutely/completely against that.

That's out of the question.

Standard rejections usually begin with an apology

I'm afraid I can't accept that.

I'm sorry, but that's not really practical.

I'm afraid I'm not very happy about that.

I'm sorry, but I have reservations about that.

Diplomatic rejections

I don't want to be discouraging but. ..

I accept the need for a new machine but. ..

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I appreciate your point of view but. ..

I can see why you want to do this but...

That's very interesting but. ..

Ex. 15. Reject the following proposals. Try to choose appropriate expressions as indicated in brackets and justify your objections.

EXAMPLE

Let's have a weekly departmental meeting.

Reason: take up time, (standard)

I'm sorry, but that's not really practical. It would take up too much

time.

a) What if we work an extra half hour every day so that we could leave early on Friday?

Reason: Need to be in office for visitors/calls, (diplomatic)

b) suggest that we exhibit at the motor show in Geneva next year.

Reason: Swiss market too small, (standard)

ɫ) Why don 1 we take on an extra marketing assistant for the new product launch?

Reason: Need to train them, (strong)

d) Why not try advertising for a marketing assistant in the local press?

Reason: Coverage too small, (strong)

e) What do you think of the idea of a "salesman of the year" competition to boost performance and motivation?

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Reason: Salesmen too cynical, (diplomatic)

LESSON 12

Ex. 1. Answer the following questions.

1.Watchman, coming back from work, met his chief, he said “I’ve just had a dream where I won 10 million dollars. It would be great if this dream came to the reality”. The chief was very angry and fired watchman, at once. Can you explain? Why did chief fire watchman?

2.What is the purpose of pension?

3.What does “deficit” mean?

4.What does “migrate” mean?

5.Why do civil servants have a right to buy your land for road building, even if you don’t want to sell it?

6.How can you understand proverb: “better late than never”.

Ex. 2. Imagine that you’ll have a free day tomorrow, or a holiday next week, what would you do? Discuss (the situation) this pleasant fact.

Ex. 3. Find, as much as you can, definition for the following words. Explain your decision.

For example: book – beautiful book.

1.Market demand

2.Durable goods

3.Means of production

4.Production cost

5.Full employment

6.Trade union

7.Labour force

8.Farming

Ex. 4. Give the answers interpreting following words.

Example: fast, green, full – train.

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