Чтение литературы по специальности на английском языке. Теория и практика информационной обработки текста. Учебное пособие для студентов факультета эк

2.Еще раз просмотрите текст и разбейте его на смысловые части. Смысловые и печатные абзацы не всегда совпадают.

3.Читайте текст абзац за абзацем, чтобы определить тему каждого абзаца. Во время чтения подчеркивайте в тексте и выписывайте ключевые (тематические) слова и словосочетания (слова, несущие основное содержание – предмет описания или исследования, его свойства, действия и т.д.), обозначая номера абзацев, из которых они выписаны. Это позволяет четко представить себе внутреннюю логическую структуру текста, его план, выделить основное и отбросить второстепенное. Ориентироваться в тексте помогают функциональные слова и словосочетания, обеспечивающие логическую направленность мысли автора. Например, если между двумя абзацами стоит on the other hand, то сразу же необходимо искать то, чем второй абзац противопоставлен первому. Абзац или предложение, начинающееся с hence, должны быть логическим следствием излагавшегося выше.

Далее внимание обращается только на ключевые слова и словосочетания и в тексте выделяются фрагменты, которые наилучшим образом характеризуют эти слова и словосочетания. Выделяются мысли каждой смысловой части и основная мысль текста в целом. Выявив связи между ними, то есть, как одна мысль подтверждает другую, что из чего вытекает и т.д., можно выстроить логическую схему текста и на ее основе кратко изложить его содержание.

1.2.Функциональные слова и словосочетания

according to smth. – в соответствии с; apart from – кроме того, за исключением; as a result of – в результате;

because of – из-за; besides – кроме того;

by means of – посредством; currently – в настоящее время; due to – вследствие, благодаря; essentially – по существу;

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following – вслед за;

fairly – совершенно, довольно; furthermore, moreover – кроме того; hence – следовательно;

herein – при этом; hereof – отсюда;

however – однако, несмотря на, как бы ни; in case of – в случае;

in terms of – в исчислении, в выражении; likewise – аналогичным способом; notwithstanding, nevertheless – тем не менее; on the other hand – с другой стороны; otherwise – в противном случае;

provided – при условии;

similarly – аналогичным образом; somehow – некоторым образом; somewhat – в некоторой степени; thanks to – благодаря, из-за; then – тогда, затем;

therefore – следовательно; therein – в этом отношении; thereof – посредством этого; therewith – к тому же;

thus – таким образом; unlike – в отличие от; whereas – тогда как; while – в то время как; with regard to – с учетом.

Практические задания

Задание 1

1.1. Проанализируйте текст и определите его смысловой

тип.

1.2.Выделите в тексте ключевые слова и словосочетания.

1.3.По ключевым словам проследите развитие темы в тексте. Сформулируйте главную мысль (идею) текста.

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The Future of Accounting

The traditional view of accountants as merely “bean counters” is slowly becoming a thing of the past. For centuries, accountants have been employed to report on the numbers. They have sat there in their little corner, surrounded by stacks of paper and computer printouts, and have told us whether or not we have made a profit. But more and more, accountants are finding that management doesn’t need them to report on the numbers. With today’s technology, management already has access to software programs which do this work for them.

So what will the future accountant do? According to Mr Hamilton-Smyth, the Managing Director of KHZ Enterprises, the large international manufacturing company, accountants will be employed “to help companies change the numbers. Their expertise and knowledge of the business will be called upon to prepare strategies. They will become consultants and advisers. And their skills will need to change accordingly. They will be involved in international meetings, in giving presentations, running international teams, writing reports, and making decisions.”

This is going to require a significant change in the general public’s opinion of accountants, who in turn will need to develop skills not traditionally associated with the stacks of paper, will change to one of a high flyer, someone who is critical to the success of the organization.

Совет студенту

Если вы хотите увеличить свой словарный запас, то после выполнения всех заданий к тексту рекомендуется выписать новыеслова, особеннообщего, широкогоупотребления, иесли текст небольшой, пересказать его с возможно максимальным использованием этих новых слов. Большинство новых для вас слов будут повторно встречаться в последующих текстах. В результате к концу обучения вы почти не будете находить в текстах новых для себя слов.

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Задание 2

2.1.Просмотрите текст и озаглавьте его.

2.2.Найдите основную мысль текста в начале, середине и его конце.

The Japanese manufacturing giant, Toshiba, has just opened a microwave oven plant in Plymouth, Devon.

The new factory cost just under £3 million and will eventually produce ovens for all of the major European markets. Toshiba say that in its second year it will be producing at least 20.000 units per year.

Toshiba are, of course, very well known in the Plymouth area, having already established a TV and video facility there. This has shown steady growth since being set up five years ago.

This morning’s ceremony to mark the opening of the microwave plant was remarkably informal. There was just one speech, given by Dr David Owen, the local Member of Parliament.

Following the ceremony, Eric Hammond, General Secretary of the Electrical, Electronic, Telecommunications and Plumbing Union (EETPU), spoke about the agreement his union had made with Toshiba’s management. Both sides had agreed that strikes would only be allowed in exceptional circumstances.

With regard to Toshiba’s much publicized system of open management, Mr Hammond explained that there was a Company Advisory Board where employees and managers regularly meet to discuss sales results, company finances, productivity, quality control, etc. However, only the most senior managers were allowed to see important documents.

Toshiba is doing extremely well in Great Britain. Their profits for last year were approximately £200 million. Labour relations are excellent and people obviously enjoy working for the company. Toshiba’s aim now is to achieve an average growth rate of 30% for its UK companies in the next two years.

Задание 3

3.1. Проанализируйте текст, найдите его смысловое ядро и передайте его содержание в четырех-пяти предложениях.

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Reading Graphs

Key terms

Graph – visual presentation of how two variables are related to each other.

Slope – how much the variable on the vertical (or side) axis changes when the variable on the horizontal (or bottom) axis increases by one unit.

A graph tells a story. The story a graph tells us is how two variables are related to each other. One of the variables is measured along the bottom of the graph, and it increases in value as we move from left to right. The other variable is measured along the left side of the graph, and it increases in value as we move from bottom to top. For example, Figure 1 shows the profits of a firm at different levels of output. Output is measured along the bottom, and as we move from 0 to the right, output is increasing. The bottom line is the horizontal axis. Profits are measured along the side, and they increase as we move up from 0. The side line is the vertical axis.

Graphs are read like a page, from left to right. Usually, we think of the variable on the horizontal axis as the cause of the changes that occur in the variable on the vertical axis.

Fig. 1. Determining Profits Based Upon Different Levels of Output

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In Fig.1, we begin to read the graph at its left. When output is 0, profits equal 0. As output increases, we follow the graph and see that profits are increasing. For example, at output level A, profits reach Point D. As output continues to increase, profits continue to climb until we reach output level B. As the graph illustrates, we have reached the “top of the hill.” Profits have reached their highest level

(E) at output level B. Increasing output beyond B causes profits to fall, until they reach 0 at output level C.

How two variables are related

Fig. 2 shows four different ways two variables, X and Y, can be related/

Panel A shows that X and Y are positively related. When X goes up, Y goes up, and when X goes down, Y goes down. For example, X could be workers hired and Y, output.

Panel B shows that X and Y are negatively (or inversely) related. When X goes up, Y goes down, and when X goes down, Y goes up. For example, X could be the amount of safety equipment a firm installs and Y could be the firm’s accident rate.

Panel C shows that X has no effect on Y. No matter how large or small X is, Y remains the same. Y could be the size of the moon and X, pencil production.

Panel D shows that Y has no effect on X. No matter how large or small Y is, X remains the same. Y could be the price of a dead artist’s paintings and X could be the world supply of the artist’s paintings.

Fig. 2. Determining Variable Relationships

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You should remember

1.Read graphs from left to right.

2.Think of the variable on the horizontal axis as “causing” the other variable (on the vertical axis) to change.

3.Two variables are positively related to each other if they move together (both going up or both going down).

4.Two variables are negatively related if when one increases, the other decreases.

From the Economics

Задание 4

4.1.Проанализируйте текст.

4.2.Проследите логическое развитие мысли в тексте и разбейте его на абзацы.

4.3.Определите тип внутренней организации текста (дедуктивный или индуктивный).

Global Marketing in the Firm

In the face of globalization and an increasingly interconnected world many firms attempt to expand their sales into foreign markets. International expansion provides new and potentially more profitable markets; helps increase the firm’s competitiveness; and facilitates access to new product ideas, manufacturing innovations and the latest technology. However, internationalization is unlikely to be successful unless the firm prepares in advance.Advance planning has often been regarded as important to the success of new international ventures. The degree of preparedness is dependent on the firm’s ability to carry out strategies in the international marketplace, i.e. the actual skills in international business operations. These skills or organizational capabilities may consist of personal skills (e.g. language, cultural sensitivity, etc.), the managers’ international experience or financial resources. The well-prepared company has a good basis for dominating the international markets and consequently it would gain higher market shares. Basically global marketing consists of finding and satisfying global customer needs better than the competitor, and of coordinating marketing activities within the constraints of the global environment. The form of the

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firm’s response to global market opportunities depends greatly on the management’s assumptions or beliefs, both conscious and unconscious, about the nature of doing business around the world. The Danish family-owned LEGO group is today the world’s fifth largest toy producer. Until now LEGO has strongly believed that its unique concept was superior to other products, but today LEGO feels pressured into competing for children’s time. The famous LEGO bricks receive increasing competition from TV, videos, CDROM games and the Internet. Many working parents have less and less time to “control” children’s play habits. Spectacular computer games win over “healthy” and pedagogical toys that LEGO represents. This development has accelerated and has forced LEGO to re-evaluate its present strategy regarding product programmes and marketing. The company suffered heavy losses in 1998 and 2000 and in 2003 LEGO again showed a net loss of approximately €190 million. LEGO was trying to extend its traditional concepts and values into media products for children aged between 2 and 16. These new categories – including PC and console software, books, magazines, TV, filmand music-aim to replicate the same feelings of confidence and trust already long established among children and their parents. In the autumn of 2004 the LEGO Group decided to sell off the LEGOLAND Parks. It was focus more on building bricks as its main product, concentrating on small kids’eagerness to assemble. This strategy paid off in 2005, The LEGO Group’s results before tax improved considerably from a loss of €227 million in 2004 to a profit of €702 million in 2005. With focus on the re-establishment of a strong core business with classic construction toys, and a high degree of production outsourcing the LEGO Group expects to maintain its market position in 2006 and coming years as a smaller, but financially stronger and more competitive toy company.

Задание 5

5.1.Прочитайте текст.

5.2.Выпишите предложения, несущие наибольшую смысловую нагрузку.

5.3.На основе смысла этих предложений представьте содержание текста в виде схемы.

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Doing the Business

Róisín Ingle hears how efficient management structures are vital for success

The need for a solid structure within all business entities is ‘absolutely fundamental’, according to Ms Angela Tripoli, a lecturer in Business Administration at University College Dublin. ‘Organisational structure concerns who reports to whom in the company and how different elements are grouped together. A new company cannot go forward without this and established companies must ensure their structure reflects their target markets, goals and available technology’.

Depending on their size and needs there are several organisational structures companies can choose from. Increasingly though, in the constantly evolving business environment, ‘many firms are opting for a kind of hybrid of all of them’.

The most recognisable set up is called the functional structure where a fairly traditional chain of command (incorporating senior management, middle management and junior management) is put in place. The main benefit of this system is clear lines of communication from top to bottom but it is generally accepted that it can also be a bureaucratic set up which does not favour speedy decisionmaking.

More and more companies are organising themselves along product lines where companies have separate divisions according to the product that is being worked on. ‘In this case the focus is always on the product and how it can be improved’.

The importance for multinational companies of a good geographic structure, said Ms Tripoli, could be seen when one electrical products manufacturer produced an innovative rice cooker which made perfect rice – according to western standards. When they tried to sell it on the Asian market the product flopped because there were no country managers informing them of the changes that would need to be made in order to satisfy this more demanding market.

The matrix structure first evolved during a project developed by NASA when they needed to pool together different skills from a

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variety of functional areas. Essentially the matrix structure organises a business into project teams, led by project leaders, to carry out certain objectives. Training is vitally important here in order to avoid conflict between the various members of the teams.

During the 1980s a wave of restructuring went through industry around the globe. This process, known as delayering, saw a change in the traditional hierarchical structures with layers of middle management being removed. This development was driven by new technology and by the need to reduce costs. The overall result was organisations that were less bureaucratic.

The delayering process has run its course now. Among the trends that currently influence how a company organises itself is the move towards centralisation and outsourcing. Restructuring has evolved along with a more ‘customercentric’ approach that can be seen to good effect in the banks. They now categorise their customers and their complex borrowing needs into groups instead of along rigid product lines.

Another development can be seen in larger companies, which are giving their employees more freedom to innovate in order to maintain a competitive edge.

Ms Julia MacLauchlan, Director of Microsoft’s European Product Development Centre in Dublin, said the leading software company had a very flat organisational structure. ‘There would not be more than around seven levels between the average software tester and Bill Gates,’ she said.

Microsoft is a good example of a company that is structured along product lines. In Ireland, where 1,000 employees work on localisation of the software for all Microsoft’s markets, the company is split up into seven business units. Each unit controls the localisation of their specific products while working closely with the designers in Microsoft’s Seattle Headquarters.

It works, said Ms MacLauchlan, because everyone who works in the unit is ‘incredibly empowered’.

‘Without a huge bureaucratic infrastructure people can react a lot more quickly to any challenges and work towards the company’s objectives.’

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