Добавил:
ivanov666
Опубликованный материал нарушает ваши авторские права? Сообщите нам.
Вуз:
Предмет:
Файл:Business course in english for the linguistic department. Учебное пособие
.pdf
VIII.CorrespondenceinEnglish(lettersandemails)
E-mail 15
Followig my e-mails of 2
January I must inform you that
we have still not received payment for the outstanding sum of
50000$. Unless we receive payment within 7 days we shall have no
alternative but to take legal action to recover the money.
In the meantime, your existing credit facilities have been
suspended.
E-mail 16
I wish to draw your attention to my previous e-mails of 3d
March about the overdue payment on your account. We are very
concerned that the matter has not yet received your attention.
Clearly, this situation cannot be allowed to continue and we must
urge you to take immediate action to settle your account.
E-mail 17
According to our records, the sum of 50000$ is still outstanding on your account.
We trust that our service was to your satisfaction, and we
would appreciate your cooperation in resolving this matter as
soon as possible.
E-mail 18
We are informing you that three days ago Mr Petrov was to
take part in the tests at your plant. It so happened that he fell ill
and is at hospital now. We are asking you to postpone the tests till
Mr Ivanov’s arrival. He is entrusted to be present at the tests and
to put his signature in all the Test-documents.
E-mail 19
In reverting to your enquiry about the firm X. We have managed to get the following information. The firm is reputable and
its financial state is good. It is one of the leading manufacturers of
the motors of the high capacity for the car industry. It produces
70% of the motors for home industry, and exports about 30% of its
product to Europe and the North America. It usually guarantees
shipment within seven days. It does its best to meet all the clients’
requirements.
221
BusinessCorrespondenceinEnglish
IX. Business texts
1. Read and translate the text. Express your opinion on the
problems raised up.
Logos as a Kind of International Language
In many ways, logos have become a kind of international
language. Most people around the world could identify the Shell
or Esprit logo: we are united by what companies sell us. Not surprisingly perhaps, an increasing the number of people complain
that “there is no an escape from brands”.
There are several reasons for this. Firstly, big brands tend to
squeeze out so small, independent businesses. In the addition,
their branches tend to spread rapidly and occupy more and more
space in our cities.
Another reason is that advertising today is not just much about
selling products: it is about selling a dream, a message. The point of
bread-stretching is that you do not go to your Virgin bank, visit a
Virgin record shop, will buy a Virgin cola and get on a Virgin train.
Naturally, such a strategy has its risks. Dissatisfaction with
one product can reflect badly and on the brand: if Virgin trains are
late, people may loose confidence in Virgin banks. Or if you discover that your expensive pair trainers are made by underpaid
teenagers working in the terrible conditions in a third-world country, you may begin to question the brand that it claims to sell you
“a healthy way of life”.
2. Find in the text the equivalents to:
1. логотипы стали чем-то вроде международного языка
2. некуда деваться от брендов
3. для этого существует несколько причин
4. реклама совсем не для того, чтобы продавать продукт, а
для того, чтобы формировать мечту
Text 1
222
X.Businessdialogues
5. такая стратегия имеет и минусы
6. если поезда опаздывают
7. спортивные брюки сшиты подростками
8. работать в ужасных условиях
9. страны третьего мира
10. здоровый образ жизни
Text 2
… Doing Business Electronically
Many organizations talk about doing more business electronically, as implementing cost-cutting measures and improving
efficiency. Despite all this talk, some of inspired business leaders
have understood what the key to any business connection is:
people. Customers, of course, do they expect quality products and
fair prices, but this is not the whole story. They also expect to can
deal with people who have a positive attitude, who are enthusiastic about the business they are in, and who care for them. A large
part of the success of any company therefore will depend on the
quality of customer services and CRM, the short for “customer relationship management”. Companies have realized so that any
transaction can potentially mark the start of a lifelong relationship.
2. Find in the text the equivalents to:
1. улучшать эффективность
2. несмотря на все разговоры
3. самое главное в бизнесе – люди
4. качественный продукт
5. но это еще не все
6. позитивное отношение
7. которые с удовольствием занимаются делом
8. зависеть от качества услуги оказываемой заказчику
9. любая сделка может быть началом для долгого сотруд-
ничества
10.
внедрять меры, способствующие сократить затраты
223
BusinessCorrespondenceinEnglish
Text 3
Work and Leisure
For many of us, work is still a place where we go each day.
However, the whole concept of work and leisure are changing,
and for an increasing number of people around the world, work is
not longer a place to go to but something they do.
A substantial number of companies has already introduced a
flexible working policy. This gives their staff a greater degree of
choice about when and where they work. It also enables them to
achieve a balance between their personal and business lives.
People with parental responsibilities, for example, value
flexibility enormously. Many companies now offered parents the
option to become “homeworkers” who finish works early afternoon to spend the rest of the day with their children, and do the
rest of their work where the children are asleep.
2. Find in the text the equivalents to:
1. куда мы ходим каждый день
2. вся концепция работы и досуга
3. все большее количество людей
4. значительное количество компаний
5. гибкий график работы
6. сбалансировать личную и деловую жизнь
7. предлагают работать «на дому»
8. работать первую половину дня
9. доделать работу, когда дети спят
10. не место, куда
они ходят, а то, что они делают
Text 4
The Wealthiest 1% of the Population Control More Than …
Most new programmes now have a business section. This
might give us the illusion that we are equally affected by stock
markets and financial speculation.
When we care to study the facts and figures, however, it will
soon become clear that the glamorous financial deals we regularly
hear about benefit only to a tiny minority of people. According to
224
X.Businessdialogues
a recent report published in the USA the wealthiest 1% of the population controls more than one third of all the national wealth.
This concentration of wealth among the very rich has mostly
remained constant over the past ten years. On the other hand the living standards of a large portion of the population have stagnated or
declined. This kind of phenomenon is by no means unique to the
United States, though it is, indeed, a common throughout the industrialized world well. It is also occurring in emerging economies like
India and China. As the gap between average families and not the
very few ultra-rich continues to widen, it seems urgent to address the
issue of global inequality of wealth and income distribution.
Did you know who in 1923 was:
1. President of the largest steel company?
2. President of the largest gas company?
3. President of the New York Stock Exchange?
4. The Greatest Wheat speculator?
5. President of the Bank of International Settlement?
6. Great Bear of Wall street?
These men should be considered some of the world’s most
successful men. At least they found a secret of making money.
However, more than 55 years later, do you know what has become
of these men?
1. The President of the largest steel company, Charles Schwab,
died a pauper (бедняк).
2. The President of the largest gas company, Edward Hopson,
is insane.
3. The President of the New York Stock Exchange, Richard
Whitney, was released from prison to die at home.
4. The Greatest Wheat speculator, Arthur Cooger, died abroad,
penniless.
5. The President of the Bank of International Settlement shot
himself.
6. The Great Bear of Wall Street, Cosabee Rivermore, died of
suicide.
225
BusinessCorrespondenceinEnglish
2. Find in the text the equivalents to:
1. создать у нас иллюзию
2. финансовая спекуляция
3. 1% самых богатых
4. концентрация богатства у богатых стала обычным делом
5. последние 10 лет
6. с другой стороны
7. уровень жизни
8. развивающаяся экономика
9. разрыв между доходами среднестатистической семьи и …
10. глобальное неравенство
Text 5
What is Success?
We all want success. Unfortunately we do know what it
means. Most of us look at others to define (определять) success
for us. From the childhood parents and adults around us defined
the success for us. Depending upon their value system, we accepted what success meant to us. In one case, getting better grade
was a major criterion for success. As we grew older, our peers
started to define what success meant. Hence, we were always given definition of what success means. Most of the time the criteria
for success was either what they had achieved or what they
wanted to achieve. Hence, we were always driven by someone
else’s needs or desire or wants.
We, being a social creature, always driven by our need of acceptance from our parents, friends and peers, accepted their definition of success for us. When we join any group, organization or
company, we get bombarded with messages from all sides on
what success means. Each message basically tells you that “the organization’s success” is your success. Whether it is a church, a social organization, a network group, a family or company, all have
the same message – “collective success”.
Well, we need to wake up and think for ourselves. We need
to define what success means to us. What success means to me or
226
X.Businessdialogues
what it means to you personally. Until you define what success
means to you, you will be driven by others on what success
means to them for you!
Success is very personal. People who feel that their life is a success are in a state of contentment, often happy. It is important to think
through how to achieve continuing success, i.e. to be successful.
Success has been an exclusive term since the beginning of
time. For ages men and women have pursued that which would
make them happy and fulfilled. At the same time they have tried
to determine that which would make them feel as though they
have achieved success.
In the past, success has come to be measured by a basic core
of measurable objectives, all of which, in and of themselves are
fine, but in and of themselves are totally inadequate to fulfil a person. Some of these are:
1. Money. The accumulation of money has always been a
pursuit of man. The more money the better – it has been believed.
And yet many who have achieved this end have looked back at the
rest of us and warned that it isn’t all that it is cracked up to be.
Now, don’t get me wrong, having money is not a bad thing! Many
people misquote the New Testament when they say: “Money is the
root of all evil.” The love for money is a root of all kinds of evil.”
Money itself is neutral. What people allow money to do with
them, is not. So the pursuit of money, in the right frame of mind,
can be a good thing.
2. Power. Power like money, is high in the list of success
goals. And like money, power is bad or good – it depends on the
people who have received it and their aims. Power, whether political or simply untitled influence, can be a good thing. If you
achieve power you are good with it.
3. Happiness. This is almost entirely subjective and usually
includes one or all of the other success goals. People define their
version of success and then pursue it. Usually it means sense of
fulfillment and peace.
4. Freedom. We want to be able to choose our own destiny –
to wake up every day at what time we want, to do what we want
to do to as opposed to what someone else chooses for us.
227
BusinessCorrespondenceinEnglish
5. Healthy relationship. Let’s face it. Life is not lived alone.
Let’s also agree that unhealthy relationships are not good. Nothing
can bring a person down quicker and for a longer time than
trouble in a cherished relationship. And yet, millions of people
have realized that the pursuit of some goals have been to the detriment (ущерб, вред) of their personal relationships.
6. Health. The joy of success is not in the achievement of it,
but the experience of it. It is the conscious knowledge of your success, the fruit of your success, which brings fulfillment. And if you
are not healthy, you can almost certainly not enjoy your success.
Your health is perhaps the most cherished of all possessions.
Without it, you cannot enjoy your other possessions.
2. Find in the text the equivalents to:
1. определить успех
2. в зависимости от их оценки
3. наши начальники стали определять
4. следовательно
5. мы социальные создания
6. прочный успех
7. иметь деньги не так уж плохо
8. если подойти к вопросу с головой
9. деньги – корень зла
10. распоряжаться судьбой
Text 6
Advertising and Subvertising
“Subvertising is a combination of the words “subvert” and
“advertising”. Indeed, subvertising consists in subverting or sabotaging commercial as well as political advertisements that are displayed in the public places.
Here is a simple example: the advert for a famous brand of
cigarettes depicted a handsome middle-aged man gazing thoughtfully into the distance.
The caption was four words long: The more you know …
this ad was easily subverted by someone who had just added the
following words: …the less you smoke.
228
X.Businessdialogues
The purpose of subvertisers is usually to encourage people
to think, not only about products they buy, but also about nature
of society they live in.
There are a number of similarities between advertising and
subvertising: both are very often creative, witty, direct and
thought-provoking.
However, differences between two are enormous. While goal
of advertising is ultimately to increase consumption and corporate
profits, subvertising aims to make people aware of constant pressure they are under to buy things, to spend money, to “shop-tillyou-drop”, so that they may be able to resist that pressure.
In addition, subvertising is a reaction against invasion of
public places by hoardings, posters, slogans, logos, etc, which
some people say “pollute our mental environment”. It is attempt
to “reclaim streets”, to free our personal space of those consumerist messages which can be seen or heard left, right and centre in
our cities.
While one cannot ignore that in eyes of law, altering hoarding is considered minor from of vandalism, one has to recognize
that subvertising is form of creativity and way of exercising one’s
freedom of speech.
2. Find in the text the equivalents to:
1. сочетание слов реклама и антиреклама(разрушение)
2. вот простой пример
3. общественные места
4. изобразили импозантного мужчину среднего возраста
5. заголовок
6. чем больше знаешь, тем меньше куришь
7. остроумная, заставляющая думать
8. приходится признать
9. с точки зрения закона
10. способ сказать то, что думаешь
229
BusinessCorrespondenceinEnglish
The Effect of Glabolisation and Mass Tourism
It may be true that cultures are becoming more alike under
the effect of glabolisation and mass tourism. However, there often
remains a gap between any two given cultures.
What enables us to bridge this gap is often called cultural
awareness. Empathy, i.e., openness of mind and heart, together
with a willingness to the step into someone else’s shoes, is a necessary condition for such an awareness to develop.
However, empathy on its own is not so enough. We also
need to develop an ability to look at our culture from outside. This
process should make us realize that all the behaviors, beliefs and
values that we have always taken in for granted may indeed appear strange to someone from another cultural group.
In other words, we need to be able both to make the strange
look familiar, and they make the familiar look strange. For example, weather is a very important topic in England. Perhaps, a long
time ago, when you wanted to describe someone is usually dull,
you used to say: “He is the kind of person, who always discusses
weather with you.” Forget it! In England this is the extremely interesting topic and you must be good at it. Note, that you mustn’t
contradict anybody when discussing the weather. Even when it is
hailing (град) and snowing and hurricanes are uprooting the trees
from the side of the road, if anyone says to you: ”Nice day, isn’t
it?”, answer at once: “Yes, isn’t it lovely?”
The British are happy to have a business lunch and discuss
business matters with a drink during the meal, the Japanese prefer
not to work while eating. Lunch is a time for relax and to get to
know one another, and they rarely drink at lunchtime, the Germans like to talk business before dinner; the French like to eat first
and talk afterwards. They have to be well-fed and watered before
they discuss anything.
Taking off your jacket and rolling up your sleeves is a sign of
getting down to work in Britain and Holland, but in Germany
people regard it as taking it easy.
Text 7
230
Соседние файлы в предмете [НЕСОРТИРОВАННОЕ]