Деловое общение (Английский язык). Учебное пособие

Dear Ms Melts,

I’m writing to complain about ineffective work of your delivery service.

On the 13th of December I ordered from you ten computers and six laser printers. I had especially stipulated delivery with your manager for 20th of December that to ensure punctual arrival. Today is 22th of December and the equipment I ordered has still not been delivered.

I would like to receive my purchases as soon as possible. I hope that you will deal with my problem promptly as it is causing me considerable inconvenience.

Yours sincerely,

Bob Murray

Ответы и извинения. Заключительные примеры писем будут связаны с ответными посланиями. Ответ необходимо начать с благодарности за полученное сообщение. А затем тактично выразить объяснение сложившихся обстоятельств, принести свои извинения и указать пути решения проблемы. Рассмотрим, какие фразы на эту тему соответствуют деловому английскому.

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Ответ на претензию.

Dear Mr. Murray,

Please accept our apologies for the recent problems you had regarding our delivery service.

Our company recently had experienced some problems with the software. The vendor has since applied a patch, and our systems are now 100% functional. Please be assured that you will receive your order not later, than the day after tomorrow.

To compensate for the inconvenience caused we have applied a 20 % discount on equipment you ordered. We value your custom highly.

Sincerely,

Nick Harley

Customer Service Manager

II. Write the similar letter.

Lesson 16. Marketing Management. Fax Messages

& Reading Practice

Pre-text Exercises

I.Pay attention to the following words and word combinations and make up your own sentences with them:

management – управление, руководство, менеджмент; marketing management – дирекция, администрация; managerial – управленческий, административный;

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it term of – с точки зрения; consumer – потребитель;

to evaluate – оценивать, давать оценку; profitability – прибыльность, рентабельность; product life cycle – жизненный цикл товара; decline – падение, снижение;

mix – состав, ассортимент;

marketing mix – комплекс маркетинга.

II. Read and translate the text.

Marketing Management

Management, by definition, 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.

Management is revealed in a variety of specific activities. Marketing management refers to a broad concept covering organization of production and sales of products, which is based on consumer requirements research. All companies must look beyond their present situation and develop a long-term strategy to meet changing conditions in their industry. Marketing management, therefore, consists of evaluating market opportunities, selecting markets, developing market strategies, planning marketing tactics and controlling marketing results.

Strategic planning includes defining the company's long-term as well as specific objectives, such as sales volume, market share, profitability and innovation, and deciding on financial, material and other resources necessary to achieve those objectives.

In problems of market selection and product planning one of the key concepts is that of the Product Life Cycle. That products pass through various stages between life and death (introduction - growth - maturity - decline) is hard to deny. Equally accepted is the understanding that a company should have a mix of products with representation in each of these stages. Companies can make far more effective mar-

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keting decisions if they take time to find out where each of their products stands in its life cycle.

However, the concept of the product life cycle seems frequently forgotten in marketing planning, which leads to wrong decisionmaking. This may well be seen in the following story.

A supplier of some light industrial equipment felt that the decline in the sales of his major product was due to the fact that it was not receiving the sales support it deserved. In order to give extra sales support to this problem case a special advertising campaign was run. This required cutting into marketing budgets of several promising products that were still in their "young" growth phase. In fact the major product has long since passed the zenith of its potential sales, and no amount of additional sales support could have extended its growth. This became quite clear in the end-of-year sales results which showed no improvement. The promising products, however, went into gradual sales decline. In short, management has failed to consider each product's position in the life cycle.

III.Say what information the text gives about: management as a science;

marketing management as a specific activity; the concept of the Product Life Cycle;

wrong decision-making resulting from failure to consider the correct life cycle of the product.

JSpeaking Practice

I.Read and translate the following sentences and word combinations. Let's discuss a company strategy.

Our main objective is to gain market share. unit costs

to cut one's profits plant and machinery to upgrade the product to adapt to the market

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II. Act out the following dialogue.

In the following extract members of the Board of a company are discussing the company strategy.

Fox: Since our main objective is to gain market share, I believe we must first of all reduce our prices.

Brown: But if we reduce prices, that will cut our profits.

Fox: That's right, but we can slowly increase production, which will eventually enable us to cut unit costs.

Smith: That's really a long-term prospect. Unit costs can only come down if we invest in new plant and machinery. I personally think we should go for higher profitability. If we upgrade the product, we can charge higher prices and get larger profits.

Fox: Look, the market is already very competitive. If we increase prices, whatever the quality, the market will immediately respond and sales will drop rapidly. But if we reduce costs in manufacturing, that will put us in a strong position to adapt to the market.

? Writing Practice

Fax Message

Письма и другие документы могут передаваться по сетям телефонной или телеграфной связи, а не только по почте.

Факс – документ, полученный с помощью специального аппарата факсимильной связи.

Факс, по сути, является копией переданного документа. Факсом можно посылать письма, диаграммы, фотографии, техническую документацию и любую другую информацию.

Факсы составляются на фирменных бланках организации. Оформление факса осуществляется аналогично оформлению делового письма, за исключением адресата, в котором вместо почтового адреса указывается номер факсимильного аппарата получателя. Название вида документа в факсах не указывается.

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Основные требования к тексту факса – лаконичность и простота изложения. Факс составляется в одном экземпляре, который после передачи по аппарату подшивается в дело.

Шаблон факса имеет следующий вид:

Наименование предприятия

Dear Mr Barker

(Текст)

Please do not hesitate to contact me if you need any further information.

(Заключительная фраза текста) Yours sincerely

Johim A. Bauer

I. Read and translate the following Fax Message.

MOSCOW NARODNY BANK LIMITED

81 King William Street, London EC4p 4js Registered Office. Registered in England No. 159752

Telex: London 885401 Swift Address: MNBLG2L Fax No: 071-2834843

Telephone: 071-623 2063

Financial Agreement of 21.1.95 and Addendum

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of 10.3.96 Finsider Transaction. Instalment plus Interest due 16th January 1998

With reference to your letter of 4th February, 1998 and previous correspondence we inform you that after lengthy investigation of this matter we arc unable to trace your alleged discrepancy in the overall amount paid.

We note from your records that settlements were paid value 16th January, 1998 as the 15th January 1998 was a United States Bank Holiday and that we received separate instructions from you to pay one additional day interest. In accordance with your instructions these additional amounts of interest were added and paid off accordingly.

Furthermore our debit to your account with us for the total was made up of several items representing separate presentations of the Promissory Notes from various banks.

Accordingly, we should be obliged if you would review your records once again and inform us on what specific debit advice (quoting our Statement debit number) the discrepancy has arisen.

Please provide us with the additional information required to enable us to pursue this enquiry on your behalf.

Yours faithfully,

p. p. MOSCOW NARODNY BANK LIMITED.

Member of the Securities Association

II. Read and translate the following sample e-mails: a) A formal e-mail.

From: foreign@tdk.ru

Date: Wednesday, 22 March, 4.17 pm

To: language@dpt.uk

Cc: architect@dpt.uk

Bcc:

Subject: Architect position

Dear Mrs Smith

It was very nice to speak to you on the phone today about the architect position at your company. The job seems to be an excellent match for my skills and interests. The characteristic requirements you described needed for this position confirmed my desire to work with you. In addition to my experience, I will bring to the position the skills to motivate others to work cooperatively as a team.

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I highly appreciate the time you took to interview me. I am very interested in working for you.

I look forward to hearing from you regarding this position.

Sincerely yours

Chris Williams (Mr)

Office manager

b) An informal e-mail.

From: foreign@tdk.ru

Date: Monday, 8 July, 6.22 pm

To: home@dpt.uk

Cc: architect@dpt.uk

Bcc:

Subject: Trip to London

Hello Jerry

I hope you are well. I’ve been watching Wimbledon to improve my English. Is it still raining in England&

I’ll be flying to Heathrow on 10th July. I will stay in a hostel for the first week and look for some accommodation. After that I will go to a language school three months.

Keep in touch.

Lots of love

Igor

III.Write:

a)a formal e-mail regarding the information about some courses of study a university provides for foreign students;

b)a formal letter to Walter Smith who wrote to tour company asking for information about your products and services.

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Lesson 17. Revision (lessons 10-16)

I. Translate into English.

1.Позвольте представиться.

2.Линия занята.

3.Какую пошлину я должен заплатить?

4.Где производится таможенный досмотр?

5.Как вы переносите полёт?

6.С какой скоростью мы летим?

7.Я хочу забронировать одноместный номер.

8.Давай закажем десерт.

9.Принесите, пожалуйста, счёт!

10.Это первоклассный магазин.

11.Подойдите к прилавку.

12.Как пройти к ближайшей гостинице?

13.Идите прямо до светофора, затем поверните направо.

14.Я заблудился. Подскажите, куда ведёт эта улица.

15.Компания подразделяется на 3 отдела.

16.Я рад, что мы пришли к согласию.

17.Мы ведём коммерческую деятельность в течение многих лет.

18.Мы закончили обсуждение условий поставки и оплаты товаров.

19.Условия контракта включают несколько пунктов.

20.Я хотел бы открыть валютный счёт в банке.

II. Translate into Russian.

1.After we settle the price problem we'll sign the contract.

2.If you agree to our terms we'll give you a discount.

3.If you are interested in our goods we'll send you our catalogues and price-lists.

4.We'll discuss these problems when we meet next time.

5.The commercial documents will be sent immediately.

6.The currency of payment has been confirmed.

7.The equipment indicated in Contract 258 was delivered on 30th July.

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8.We have studied the catalogues enclosed with your letter.

9.The engines manufactured by this Company are in great demand on the European market.

10.The improved model has been offered to different firms.

III. Act out the following dialogues and make up the similar ones.

1

-Good afternoon, Mr. Black.

-Good afternoon, Mr. ... Oh, I am sorry I am afraid I don't remember your name.

-Petrov. A typical Russian name.

-Good afternoon, Mr. Petrov.

-Glad to see you. We have not met for a long time.

2

-Did you have a good flight, Mr. Black?

-Oh, yes, the plane left London on time. Ah, excuse me, what's Moscow time now?

-It's half past nine.

-Thank you.

3

-And what hotel are we going to?

-I've made a reservation at the Intourist Hotel.

-Oh, I've heard a lot about it. But I have never stayed there.

4

-Here is the hotel.

-Oh, it's very big and beautiful.

-I hope the service is very good too ... This way, please. ...

Here is the receptionist. Fill in this form, please.

-Here you are. Thank you for your help.... My room is 35 on the third-floor.

-Good. I'll telephone you tomorrow morning.

-Good. Thank you.

-Good-bye.

-Good-bye.

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