Иностранный язык профессионального общения (английский язык). Учебное пособие

1.7. Derive nouns from verbs.

1.convert

2.transact

3.save

4.promote

5.settle

6.share

7.communicate

8.negotiate

1.8. Match the words with their definitions.

71

2. Look at the text below and fill in the gaps using the appropriate word (a- j):

Inflation is an overall (1)…. in prices over a certain period of time. In most of Europe, for example, (2) …. have risen year after year for at least the last 50 years. Deflation is an overall (3)…. in prices, but the trend is mostly for the (4) …. of living to increase.

Inflation can happen for a number of (5)…. , but the (6) …. say there are two main culprits. These are demand-pull inflation and cost-push inflation. Demand-pull inflation can happen when the economy is growing fast. Aggregate demand begins to grow faster than (7) …. can cope with. This causes (8) …. and prices rise. At first, ( 9) …. may be able to pay the higher prices, and demand grows again. Cost-push inflation, on the other hand, occurs when prices rise without an increase in demand. This happens when suppliers' variable costs increase sharply. For example, workers may demand higher (10) …. or raw materials may become more expensive. Producers then pass these increases on to consumers by raising prices. So, as usual, we are ones to pay.

2.1. Look at the text below and fill in the gaps using the appropriate word (a- j):

The way in which (1) …. is organized and operates is determined by its objectives and by the type of economy in which it

72

conducts its (2)…. A bank may not necessarily be in business to make (3) ….. Central banks, for example, (4) …. a country with a number of services, while development banks exist to increase the economic (5) …. of a country and raise the living standard of its population.

On the other hand, the aim of commercial banks is (6) …. profits. They therefore provide and develop services that can be sold at a price that will yield a profit.

Many banks (7) …. a combination of wholesale and retail banking. The former provides large-scale services to companies, (8) …. agencies and other banks. The latter mainly provides smaller-scale services to the general public.

Both types of banking, however, have three essential functions, which are: (9) …. , payments, credits. These three functions are the basis of the services offered by banks. They make it possible for banks to generate profits and (10) …. their operating aims.

2.2. Read and translate the following dialogues:

a) Speaking About Business

Green: Good afternoon! Nice to see you again, Mister Pavlov! You are looking well, I must say. How are things with you?

Pavlov: Not bad, thank you. And how are you?

Green: Fine. I always feel well in beautiful weather like this. We are having such a lot of rain in England now. I am happy to be away. I suppose, we had better get down to business.

Pavlov: Yes, certainly. You have come to sign another contract, haven`t you?

Green: That`s right. For next year, actually.

Pavlov: Are you happy with our usual terms of delivery and payment?

73

Green: Yes, quite. As a matter of fact, I have come here to talk about the price. I would like to say that the volume of business in the building industry in our country has dropped considerably. This affected the prices of a number of building materials. In this situation it`s quite natural we expect you to revise your prices for asbestos.

Pavlov: I`m afraid this is not sufficient reason for us to lower the price.

Green: But may I draw your attention to the fact that we wish to increase the purchases by a few thousand tons if you could offer us reduction in the price.

Pavlov: I`m sorry to say, Mister Green, but we would not be able to make extra supplies available to you. We are planning to develop more industrial and housing projects. Besides, we are already tied up to contracts with other partners. Taking these factors into account we could offer you the same amount as last year.

Green: Mister Pavlov, we have been in business with you for a long time. Also we have doubled our purchases over the past three years. Therefore we would be grateful to you if in view of all this you could reduce the price.

Pavlov: All right. I think we could reduce it by 3%.But only on condition that the price is subject to further negotiations for the second half of the year.

Green: That`s fine. I suppose that`s the best we can do today.

b) Business Meeting

Mr. Archer: Good afternoon, Mr. Bloom. It's good to see you again in our conference hall. How are you doing?

Mr: Bloom: Good afternoon, Mr. Archer. I'm fine, thank you. And how are you?

Mr. Archer: I'm very well. I was hoping we can discuss our latest issue today.

Mr: Bloom: Yes, of course, with pleasure. Let's get down straight to business.

Mr. Archer: By the way, would you like anything to drink?

74

Mr: Bloom: I'd like a cup of coffee, please. The flight was rather hectic, so I need an additional boost.

Mr. Archer: As soon as we finish the discussion, my driver will take you to your hotel. I hope, you'll enjoy your stay at San-Fransisco. Mr: Bloom: Thank you, Mr. Archer. I appreciate your concern.

Mr. Archer: So, speaking about the rates for the euro, they seem to be changing every day. That's why it's hard to appoint the final price for the goods.

Mr: Bloom: I understand that, Mr. Archer. For that reason I've asked our accountant to make some corrections. Here is the latest pricelist. Have a look at it, please. If you'd like to make some changes, we'll gladly consider them.

Mr. Archer: Let me see. This price for each box seems to be fair. We are ready to pay the total amount. And, we will also cover all the delivery expenses.

Mr: Bloom: I'm glad you like it. You should also decide which logistic company you want to cooperate with.

Mr. Archer: That's not easy to decide, you know. We are getting new offers every day. Do you have any suggestions?

Mr: Bloom: Yes, we do. We use the services of one company for quite a while and I should say we are fully satisfied with their work.

Mr. Archer: Could you, please, give me their contact info? Mr: Bloom: Yes, sure. Here it is.

Mr. Archer: Thank you. Is there anything else we should discuss today?

Mr: Bloom: Just a couple of more issues. We've typed the new conditions of our contract, including the new prices. Can you have a look and make sure everything suits you?

Mr. Archer: Let me see. I have no objections. The contract is all the same, just the prices were adjusted. When do you want me to sign it? Mr: Bloom: Today, if possible. I'm leaving tomorrow, so I need a signed copy of this contract.

Mr. Archer: I see. I'll sign it a bit later today. I need to show it to my lawyer as well. My secretary will hand it to you personally.

75

Mr: Bloom: That will do. Thanks for having me at your headquarters. It's my pleasure to conduct business with you.

Mr. Archer: You're welcome anytime, Mr. Bloom. Have a rest now and enjoy your stay in San-Fransisco.

Mr: Bloom: Thank you, Mr. Archer for your hospitality.

2.3. Read the dialogue and complete it, using the phrases below.

would you like a cup of coffee?

have you seen our usual contract form will you take a seat

«Smith and Co»

your equipment meets our requirements we have studied them closely

Smith: Good morning! My name is Smith. I`m from

_____________ I`ve got an appointment with Mister Popov at 10.50.

Secretary: Good Morning, Mister Smith. Mister Popov is already expecting you. _________________, please.

Smith: Thank you. I think I`m a bit early.

Secretary: That`s all right, Mister Smith.

Popov: Good morning, Mister Smith. It`s nice to see you here again. How are you?

Smith: Fine, thanks. And you?

Popov: Pretty well too, thank you._________________________

Smith: Yes, please. It is rather cold and very wet outside today.

Popov: Yes, the weather hasn`t been very nice lately.

76

Smith: That`s right, but it is usually warm here in October. Now, Mister Popov, how about our catalogues? Have you looked through them?

Popov: Sure. _________________. The new models are certainly good.

Smith: Yes, they are of high quality. Our company has just started manufacturing these models and we have already got a lot of orders from different companies.

Popov:________________ and we are interested in purchasing it.

Smith: What model you are interested in? And how many machines would you like to buy?

Popov: Model CD0199 meets all our requirements. We would like to purchase ten machines till the end of this year. Mister Smith,

__________________

Smith: Not yet.

Popov: Would you like to look through it?

Smith: I certainly would.

Popov: Here you are, Mister Smith. You have to study our terms and then we meet again next Friday.

Smith: All right, Mister Popov. Good-bye for now.

Popov: Good-bye, Mister Smith.

77

Trade shows and exhibitions

3. Read and memorize the active vocabulary to the text:

to promote – продвигать (зд. на рынке)

the products (goods) and services –продукция (товары) и услуги customer – покупатель, потребитель

be aware of – знать, сознавать, быть осведомлённым to benefit - приносить пользу, помогать

benefitпреимущество, польза, выгода to ensure - обеспечивать, гарантировать

be costly – может дорого стоить, дорого обойтись, требовать больших затрат

be targeted at - быть нацеленным на

to advertise – рекламировать, давать рекламное объявление opportunity - удобный случай, благоприятная возможность

3.1. Read the text and be ready to do exercises below.

PROMOTING A BUSINESS AT TRADE SHOWS

AND EXHIBITIONS

Trade shows and exhibitions can be an excellent way to promote your business and the products and services that you offer. They are also a great way to network with other industry members and grow your customer base. A trade show is an event where goods and services in a specific industry are exhibited and demonstrated to other businesses. An exhibition is the same, except the audience is normally the general public. Trade shows and exhibitions can be very useful however not all businesses benefit from them. It is nessasary to evaluate all benefits and risks of trade shows and exhibitions.

78

It is important to ensure that you have thoroughly researched attending a trade show or exhibition, and if you have a business adviser, discuss it with them. There are risks involved and you need to be aware of those risks in the planning stages:

·Trade shows require at least a day and probably more of your time.

·Travelling to trade shows can be costly.

·Displaying at a trade show can also be costly.

·There will probably be quite a bit of competition at all shows.

Choosing the wrong trade show to exhibit your business's products or services can result in displaying to the wrong audience. Poor promotion can mean the costs of attending the trade show outweigh any revenue you gain.

Trade shows are generally targeted at an industry and people involved or interested in that industry. Exhibiting at a trade show can be a great way to advertise to a target market and create brand awareness.

Exhibitions are open to a large and sometimes diverse range of audiences (usually the general public). This provides you with a platform to promote your product or service to a broader group that may have little or no knowledge of your products and services.

Depending on your type of business, product and market testing can be carried out at trade shows and exhibitions to gain industry or general opinion about your offering.

Being involved in a trade show or exhibition can provide you with opportunities to branch out to business-to-business trading and create a customer database from the visitors to your display booth.

You might find attending trade shows is worthwhile if you

have:

·enough funds to cover attendance, display and other associated costs

79

·worked out how many prospects and clients you'll need to obtain to generate a return on your investment

·visited a trade show at which you're contemplating exhibiting and you're confident that a suitable number of contacts attend

·worked out a way to capture people's attention

·sufficient product literature.

These will be different for each event; however, there can be a lot to gain from promoting your product in person within a different environment.

а) give English equivalents to the following words and word combinations using the text.

торговые выставки, аудитория, польза и риски, дорогостоящий, конкуренция, нацелена на…, рекламировать, продвигать на рынке товары и услуги, быть уверенным, покупатель, широкое разнообразие, сопутствующие затраты, осуществлять, стадии планирования.

b) answer the following questions.

1.What is a trade show?

2.What is the difference between trade shows and exhibitions?

3.What is the purpose of attending a trade show or exhibition?

4.What should you do if you decide to exhibit your product or service?

c) match the words with their definitions.

80