Improve your English. Учебное пособие по английскому языку
.pdf4. Answer the following questions.
1.Who carries out the work of a company?
2.Who leads and organizes it?
3.Where do different employees work?
4.What are accountants (administrative assistants, etc) in charge of?
5.What sort of people should they be?
6.How can they contribute to the success of the company?
7.What are the old (new) ways of working?
8.What are their advantages and disadvantages?
5. Complete the sentences with the words and expressions.
Salesman, computer programmer, legal department, chief executive officer, selfemployed, personnel manager
1 I’m а …… and work in the Export Sales department. I have to find new customers for our products.
2 I’m a lawyer and work in the …… I draw up contracts and advise the company on tax legislation.
3 I’m a …… and work in the information technology department. Basically, I design software applications and make sure our website is kept up-to-date.
4 I’m the …… and work in the human resources department. I handle both staff recruitment and training.
5 I’m a management consultant and I’m …… . I advise companies on their global strategy and investment policies.
6 I’m the …… and sit on the board of directors. I’m responsible for the company's strategic objectives and translating plans into action.
Text 7. Ron Capital & Trade
The company
Ron Corp., based in Chicago, Mass, is one of the world’s largest integrated natural gas and electricity companies with approximately $21 billion in assets. It operates one of the largest natural gas transmissions system in the world, markets natural gas liquids worldwide, is the largest purchaser and marketer of natural gas and is the largest non-regulated marketer of electricity in North America, manages the largest portfolio of fixed-price natural gas and power risk management contracts in the world, and is among the leading entities arranging new capital to the energy industry.
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Ron is also one of the world’s most successful developers of energy projects and energy solutions, including power plants, natural gas transportation and storage facilities, and gas liquid plants. Ron has 17,000 employees, and operations and projects in 30 countries.
Ron Capital & Trade Resources (RCT), a subsidiary of Ron Corp., is an innovative provider of energy merchant services, including physical and financial markets of electricity and natural gas products, risk management products and financing for third-party energy companies. These opportunities lie within the European area of operation.
The position
To meet the demand of the fast moving energy sector, RCT seeks to recruit a number of individuals into their European Associates program. In this role, Associates are crucial members of commercial and business development teams and make immediate bottom line contributions to Ron and its clients.
Participants in the Associates program will obtain direct experience in a wide range of business fields. These include Risk Management and Trading, Power and Gas Marketing, Treasury, Structuring, Corporate and Asset Development including Merger and Acquisitions. Candidates will acquire this experience by rotating for several periods of six months, into one or more Ron’s European offices in the UK, Continental Europe or Scandinavia. Final posting will be to a position in Ron’s
Moscow office.
Experience and qualifications
The successful candidates will have an exceptional level of commercial awareness and the ability to think “outside the box”. They will also possess:
-an MBA, Doctorate or equivalent post-graduate qualification;
-2–5 years professional experience, preferably in finance. However, applicants will be welcomed with trading or energy experience;
-in addition to fluency in Russian and English, fluency in one of the following languages would be particularly advantageous: Norwegian, Finnish, Dutch, Italian, Spanish or German;
-working knowledge of computer modeling and spreadsheet analysis;
-ability to command credibility with colleagues at all levels;
-excellent communication skills, drive and ability to work in dynamic teams.
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Interested applicants should apply by sending a complete curriculum vitae to Horn & Associates
David S.Leversman Victor Stepanov
e-mail: David @ comb.-br. or e-mail: Vic@ step.com or Fax: +32())272-380-4222 or Fax: +7-025-252-2450 or Longacre House, Suite 50 15 Donskaya, Dom 20
21 Margaret Street Moscow, Russia London, V2V 3VV UK
Big Six
Personal Assistant and Senior Secretary
We are one of the Big Six leading global accounting, tax and consulting Firms and we are currently seeking outstanding individuals to join one of our Professional Services Departments and assist us in providing a First Class service to our internal and external clients.
The Personal Assistant will work directly for the Managing Director in Charge of our Audit Department and will provide a full range of PA duties. The Senior Secretary will work for one of our Managing Director, in addition to other senior members of our professional services teams.
These are key positions within our Firm and candidates will need to posses the following skills and attributes:
-superb typing (minimum 40 wpm) and software skills (knowledge of word and excel);
-excellent English language skills, both verbal and written;
-a high organizational ability;
-good communication and customer service skills;
-the ability to work in a fast and dynamic environment and meet tight deadlines;
-a university degree or equivalent;
-a minimum of three years experience as a PA or Senior Secretary.
1.Read and translate the text.
2.Answer the following questions.
1.What kind of company is Ron Corp.?
2.What does it operate?
3.What is Ron?
4.How many employees does it have?
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5.What does RCT do to meet the demand of the fast moving energy sector?
6.Which business fields are participants in the Associates program included?
7.What experience and qualifications will the successful candidates possess?
3. Translate into Russian.
The largest natural gas transmissions system, the largest purchaser, fixed-price natural gas, an innovative provider, to meet the demand, Treasury, equivalent postgraduate qualification, ability to command credibility, internal and external clients, to meet tight deadlines, the Managing Director, superb typing, software skills.
Text 8. Advertising
Advertising is one of the largest industries. In 1986, for example, American business spent over $100 billion to advertise its products. Since consumers are the principal targets of these sales campaigns, we ought to know something about the services advertisers perform, as well as some of the techniques they use.
The Benefits of Advertising
Advertising benefits consumers and the economy in a number of ways: It provides us with information about prices, recent improvements in certain goods and services, and the availability of new ones. Advertising often results in lower prices. Large-scale production can reduce costs. By creating mass markets, advertising enables producers to reduce the costs of their products and pass those savings on to the consuming public. Advertising stimulates competition, and competition benefits us all. Advertising by one firm puts pressure on others within the industry to do at least as well to attract the consumer’s money. Advertising pays most of the cost of magazines and newspapers, and all of the cost of commercial radio and TV. Advertising helps the economy as a whole by stimulating consumer demand. Consumer spending has a direct effect on the health of the economy. Advertising helps to keep that spending at healthy levels.
The Price We Pay for Advertising
Not everyone agrees that advertising benefits the economy. Critics list the following points of its disadvantages: The information contained in advertising does not inform and often misleads the consumer. Because it costs money to advertise, this cost adds to the price consumers pay. Consumers are tempted to spend money for products they do not really need. Radio and TV are not really free because the cost of advertising on them is also passed on to the consumer.
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Advertising Strategies
Three strategies that have been especially popular with advertisers can be classified as slogans, rational appeals, and emotional appeals.
Slogans Advertisers often use slogans that sound great but mean little or nothing. Yet, advertisers seem to feel that such slogans, when repeated often enough, do increase sales.
Rational Appeals
Rational appeals rely upon logic or reason to convince the consumer to buy a product.
“Our Cookies Contain 25% Fewer Calories Than the Next Leading Brand”. This is an example of an advertisement that appeals to reason. Ads for health foods, pain relievers and home remedies tend to use this technique.
Emotional Appeals
Emotional appeals rely upon the use of psychology. The following is a sampling of such strategies:
Testimonials. These are the advertisements in which famous people claim they use and enjoy a particular product. Ads for sports equipment frequently rely on this strategy.
The Bandwagon. The bandwagon appeal implies that everybody is using a particular product and that if you don’t, you will be left out. The term derives from the practice, during nineteenth-century circus or political parades, of jumping on or following behind the wagon carrying the band. Soft drink and automobile ads use this appeal.
Popularity. Some advertisements suggest that simply by using the advertised product you will be popular or find romance. Toothpaste ads showing moments of romance between handsome young men and women are typical of these kinds of campaigns. Every day you as a consumer are the object of the marketing efforts of American and foreign companies. The advertising on television and radio and in the newspaper that come to your house is just some of the ways that sales promotions reach you.
Can you think of other ways that sales promotions reach you. Can you think of other ways?
Most of these marketing strategies represent honest efforts to convince you to buy a product or service. Nevertheless, you are responsible for evaluating advertising directed at you, separating fact from emodon, and deciding whether or not to buy the product.
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Vocabulary
advertising — реклама;
industries — отрасли промышленности; consumer — потребитель;
target — цель; services — услуги;
techniques — технологии; benefit — выгода;
improvement — усовершенствование; availability — доступность;
cost — издержки;
enable — давать возможность; savings — сбережения; competition — конкуренция; put — оказывать;
pressure — давление ;
mislead — вводить в заблуждение; rational appeal — рациональное общение;
emotional appeal — эмоциональное общение; increase — увеличивать;
reliever — мучение; testimonial — характеристика; appeal — подразумевать; evaluating — оценка.
1.Read and translate the text.
2.Find the Russian Equivalents.
Product, strategies, benefits, advertising, competition, product, industries, spend, services, mislead, stimulated, reduce, attract, pressure, disadvantage, tempted, slogan, convince, emotional and rational appeals, reliever, testimonial, claim, term, the bandwagon, circus, parades, popularity, promotion, effort, evaluating.
3. Find the English Equivalents.
Реклама, цена, отрасль промышленности, потребитель, конкуренция, цель, выгоды от рекламы, усовершенствования, продукты и услуги, издержки, массовые рынки, стимулировать, недостатки, вводить в заблуждение, стратегия, слоганы, рациональное и эмоциональное общение, характеристика, использовать, популярность, зубная паста, объект усилий, маркетинг.
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4.Fill in the gaps with the words and expressions from the text.
1.… is one of the largest industries.
2.Advertising … consumers and the economy in a number of ways.
3.Advertising stimulated … , and … benefits us all.
4.Advertising helps the … as a whole by stimulating consumer demand.
5.The information contained in advertising does not inform and often … the consumer.
6.Consumers are … to spend money for products they do not really need.
7.Tree strategies that have been especially popular with advertisers can be classified as … , … … , and … … .
8.Emotional Appeals consist of …, … , … .
9.Some advertisements suggest that simply by using the advertised product you will be … or … … .
10.Advertising often use … that sound great but mean little or nothing.
5. Answer the questions.
1.In what way do consumers and the economy benefit from advertising?
2.What are the benefits of advertising?
3.What are the disadvantages of advertising?
4.How are advertising strategies classified?
5.Can you give the examples of different advertising strategies on Russian TV?
6.What are the methods and types of advertising?
7.Does advertising influence your personal decisions to buy or not to buy?
Text 9. What is a Manager?
A number of different terms are often used instead of the term “manager”, including “director”, “administrator” and “president”. The term “manager” is used more frequently in profit-making organizations, while the others are used more widely in government and non-profit organizations such as universities, hospitals and social work agencies.
So, who do we call a “manager”? In its broad meaning the term “managers” applies to the people who are responsible for making and carrying out decisions within a certain system.
A personnel manager directly supervises people in an organization. Financial manager is a person who is responsible for finance. Sales manager is responsible for selling of goods. Almost everything a manager does involves decision — making. When a problem exists a manager has to make a decision to solve it. In decisionmaking there is always some uncertainty and risk.
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Management is a variety of specific activities. Management is a function of planning, organizing, coordinating, directing and controlling. Any managerial system, at any managerial level, is characterized in terms of these general functions. Managing is a responsible and hard job. There is a lot to be done and relatively little time to do it.
In all types of organizations managerial efficiency depends on manager’s direct personal relationships, hard work on a variety of activities and preference for active tasks. The characteristics of management often vary according to national culture, which can determine how managers are trained, how they lead people and how they approach their jobs. The amount of responsibility of any individual in a company depends on the position that he or she occupies in its hierarchy. Managers, for example, are responsible for leading the people directly under them, who are called subordinates. To do this successfully, they must use their authority, which is the right to take decisions and give orders.
Managers often delegate authority. This means that employees at lower levels in the company hierarchy can use their initiative, that is make decisions without asking their manager.
Vocabulary
frequently — часто; while — в то время как; call — называть;
apply — употреблять; decision — решение; solve — решать;
uncertainty — неопределенность; variety — разнообразие;
direct — руководить; hard — тяжелая, жесткая;
relatively — относительно; depend — зависеть; relationships — отношения; according to — согласно; subordinate — подчинение; successful — успешный;
authority — власть, полномочия.
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1.Read and translate the text.
2.Find the Russian Equivalents.
Different terms; term “manager”; frequently; nonprofit; social work agencies; applies; responsible for; financial manager; sales manager; almost everything; solve; uncertainty; variety; function; planning, coordinating, directing and controlling; hard job; relatively little time; depends on; relationship; preference; occupies; hierarchy; subordinate; authority; initiative.
3. Find the English Equivalents.
Термин «менеджер», часто, широкий, в то время как, больницы, агентства социальной работы, употреблять, решение, ответственный за, функция, финансовый менеджер, менеджер по продаже, почти все, решать, неопределенность, разнообразие специфической деятельности, руководство и контроль, относительно, отношения, зависит от, занимать, иерархия, низший уровень, подчиненный, власть, успешный, инициатива.
4. Fill in the gaps with the words and expressions from the text.
1.The … … is used more frequently in profitmarking organization.
2.The term “manager” applies to the people who are … … and … out … within a certain system.
3.Financial manager is a person who is … for … .
4.Sales manager is responsible for … of goods.
5.Almost everything a manager does involves … .
6.Management is a … of specific … .
7.Managing is a responsible and … … .
8.Managers often delegate … .
9.This means that employees at lower levels in the company … use their … .
5. Answer the questions.
1.What is manager’s role in an organization?
2.What concrete activities a production manager (financial manager, personnel manager, marketing manager) is responsible for?
3.What is the difference between sales management and marketing management?
4.What means to delegate authority?
5.Does the amount of responsibility of any individual in a company depend on the position that he or she occupies in its hierarchy?
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Text 10. Organisational structure
Every organisation made up of more than one person will need some form of organisational structure.
The way in which a company is organised can be illustrated for a packaging company. The company will be owned by shareholders that choose directors to look after their interests. The directors then appoint managers to run the business on a day- to-day basis. The Managing Director has the major responsibility for running of the company, including setting company targets and keeping an eye on all departments.
The Distribution Manager is responsible for controlling the movement of goods in and out of the warehouse, supervising drivers and overseeing the transport of goods to and from the firm.
The Production Manager is responsible for keeping a continuous supply of work flowing to all production staff and also for organising manpower to meet the customers' orders.
The Sales Manager is responsible for making contact with customers and obtaining orders from those contacts.
The Company Accountant controls all the financial dealings of the company and is responsible for producing management accounts and financial reports. Other organisations will have different structures. For example most organisations will have a marketing department responsible for market research and marketing planning. A customer services department will look after customer requirements. A human resources department will be responsible for recruitment and selection of new employees, employee motivation and a range of other people focused activities. In addition there will be a number of cross-functional areas such as administration and Information Technology departments that service the functional areas of the company. These departments will provide back up support and training.
Organisations are structured in different ways:
1)by function as described above;
2)by regional area — a geographical structure e.g. with a marketing manager North, marketing manager South etc.;
3)by product e.g. marketing manager crisps, marketing manager drinks, etc.;
4)into work teams, etc.
Reporting in organisations often takes place down the line. An employee might be accountable to a supervisor, who is accountable to a junior manager, who is then accountable to a senior manager — communication and instructions can then be passed down the line.
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