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Файл:Business course in english for the linguistic department. Учебное пособие
.pdf
X.Businessdialogues
American executives sometimes signal their feelings of ease
and importance in their offices by putting their feet on the desk
whilst on the phone. In Japan people would be shocked. Showing
your feet is the height of bad manners. It is a social insult only exceeded by blowing your nose in public.
The Japanese have perhaps the strickest rules of social and
business behaviour. Seniority is very important, and a younger
man should never be sent to complete a business deal with an older Japanese man. The Japanese business card almost needs a rulebook of its own. You must exchange business cards immediately
on meeting because it is essential to establish everyone’s status
and position.
If we can achieve this, then we can much develop what some
sociologists call our cross-cultural awareness.
2. Find in the text the equivalents to:
1. вполне очевидно
2. остается пропасть между…
3. готовность поставить себя на место другого
4. но сочувствия недостаточно
5. посмотреть со стороны
6. считать само собой разумеющимся
7. может казаться странным
8. другими словами
9. он такой человек …
10. даже,
когда идет снег и град, и ураган выворачивает с
корнем деревья
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Job Loosing (Redundancy)
Articles about redundancies frequently focus on numbers, on
statistics and tend to ignore the psychological impact of job looses.
Naturally, reactions to redundancies vary from one individual to another and depend on age and the number of years spent
with the company, among other factors.
However, most of the victims initially feel disbelief, then anger and depression. Indeed, such a change in their professional
circumstances can have a devastating effect on their home lives
and family relationship. Very often, for example, losing one’s job
means having to relocate, sometime far away from one’s relatives
and closed friends. In addition, redundancies also have longlasting effect on those who survive them. Survivors often feel
guilty about being luckiest than those who had to go, betrayed by
management, and frightened of being next in line.
Text 8
2. Find in the text the equivalents to:
1. статьи о сокращении
2. реакция на сокращение разных людей
3. жертвы сокращения сначала теряют веру, потом …
4. разительное влияние на семью
5. отдалиться от …
6. близкие друзья
7. влияет на тех, кого не сократили
8. испытывают чувство вины
9. преданные начальством
10. испытывают страх оказаться в этой очереди следующими
Text 9
Poor Leadership
Poor leadership almost inevitably results in ineffective organizations. These share a number of characteristics.
Firstly, they are weakened by interpersonal conflicts which
remain unresolved and are allowed to get worse.
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X.Businessdialogues
Secondly, channels of communication are often blocked, so
that information is no adequately shared: everyone has “secrets”
which they reveal only to their closest friends. In addition, there
are conflicts of interest between the members of staff and the organization, which frequently cause huge losses for energy.
Finally, the staff feels powerless, cut off from a decisionmaking process. Consequently, hardly anyone feels motivated to
forgive.
Such a situation can be remedied by a leader which decides
to put people first, to focus on team building, and to finding ways
of empowering staff.
2. Find in the text the equivalents to:
1. слабое руководство
2. неизбежно приводит
3. межличностные конфликты
4. остаются нерешенными
5. нет информации
6. все открывают «секреты» только близким друзьям
7. к тому же, существуют конфликты интересов между кол-
лективом и руководством
8. следовательно, вряд ли у кого-либо есть желание прощать
9. такое положение дел
10. сконцентрироваться на
моральном климате в коллективе
Text 10
Necessity is the Mother of Invention
According to the old saying, ”necessity is the mother of invention”. Indeed, if we think of the steam engine, the light bulb, or on the
World Wide Web, it seems that these inventions came at the best time.
On the other hand, some of the products on the market
which are presented as “new” can be quite useless, and can be
even an insult to human intelligence and the creativity.
What are we to think, for example, of the inventions such as
the “telescopic golf ball retriever”, or think the “battery-operated
pet vacuum cleaner?”
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Perhaps the majority of consumers will always remain passive
and depend on it what the market has much to offer. However, many
people still rely on their common sense and imagination to find alternative uses for ordinary objects or on already existing products. Try
this little experiment: sit back and relax; visualize a drawing pin; then
think of five different things you could use them for. Most probably,
you will soon come up with a lot more than five uses.
2. Find in the text the equivalents to:
1. как в старой поговорке
2. если нужно, то и рога будешь носить
3. эти изобретения оказались как раз кстати
4. с другой стороны
5. представленные на рынке как «новые» совершенно бес-
полезны
6. большинство потребителей
7. все еще полагаются на здравый смысл
8. давайте проведем небольшой эксперимент
9. оставаться безразличным
10. откиньтесь на спину и расслабьтесь
Text 11
Marketing
Marketing starts in a market, which brings together buyers
and sellers. In some cases buyers and sellers meet physically, in
other cases business can be transacted over the telephone or via a
computer.
The buyers must have money to spend and willingness to
spend it or a purpose or service that they themselves are willing to
trade. The sellers must have what the buyers want.
The first step in marketing is to understand these groups, to
define how markets and prices enable society to solve problems of
what, how and for whom to produce and a key role of managers in
solving these important tasks.
If managers are responsible for strategic course of action, the
marketers must determine the number of buyers, what they want
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X.Businessdialogues
to buy, how, when and where they want to buy it, at what price
and what they expect from it.
Techniques of research have been developed to supply this
information. Of course, marketers have to decide which requirements they want to meet. A concept for a product or service may
develop long before any marketing research is done, or it may be a
response to identifying needs.
In part, at least, marketing determines what products and
services are to be offered.
Historically, marketing experts were supposed to sell any
product in any way possible.
The techniques of marketing research have now given markets new ways to learn and analyze the needs and wants of consumers. They can now play a critical role in determining what – as
well as how – to market.
Most large companies now produce only what their market
researchers tell them is in demand.
All products were new at one time. Today, a product is new
if it is unique, or if it is new for the manufacturer who is entering
the market to challenge the existing competition, or if it has had
enough substantial design modifications to make it a new product.
For the manufacturer, merchandizing includes selecting the
products to be purchased, deciding on the size, appearance, form
and packing: and “having the right goods at the right place, at the
right time and at the right price”.
2. Find in the text the equivalents to:
1. который сводит вместе покупателей и продавцов
2. у покупателей должны быть деньги, чтобы тратить
3. определить как рынки и цены заставляют общество ре-
шать проблемы
4. уже разработаны техники проведения исследований
5. какие запросы удовлетворять
6. концепция продукта
7. предполагалось, что маркетологи будут продавать про-
дукт любым способом
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BusinessCorrespondenceinEnglish
8. анализировать нужды и потребности
9. играть решающую роль
10. пользоваться спросом
Text 12
High-performing People
An organization’s capacity to identify, attract and retain
high-quality, high-performing people, who can develop winning
strategies has become decisive in ensuring competitive advantage.
High-performers are 10 times easier to define than to find.
These are people with apparently little energy and enthusiasm,
qualities that shine through even on their bad days. They are full
of ideas and get things done quickly and effectively. They inspire
others not just by pep talk, but also through the sheer force of their
example. Such people can push their organizations to greater and
greater heights.
The problem is that people of this quality are very attractive
to rival companies and are likely to be headhunted. The financial
impact of such people leaving is great and includes the costs of
expensive training and lost productivity and inspiration.
However, not all high performers are stolen, some are lost.
High-performers generally leave because organizations do not
know how to keep them. Too many employers are blind or indifferent to the agenda of would be high performers, especially those
who are young.
Organizations should consider how such people are likely to
regard important motivating factors.
Money remains an important motivator but organizations
should not imagine that it is the only one that matters. In practice,
high-performers tend to take for granted that they will get a good
financial package. They seek motivation from other sources.
Empowerment is a particularly important motivating force
for new talent. A high-performer will seek to feel that he or she
“owns” a project in a creative sense. Wise employers offer this opportunity.
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X.Businessdialogues
The challenge of the job is another essential motivator for
high performers. Such people easily become demotivated if they
sense that their organization has little or no real sense of where it
is going.
A platform for self-development should be provided. Highperformers are very keen to develop their skills. Offering time for
regeneration is another crucial way for organizations to retain
high-performers. Work needs to be varied and time should be
available for creative thinking and mastering new skills.
Individuals do well in an environment where they can depend on good administrative support. They will not want to feel
that the success they are winning for the organization is lost because of the inefficiency of others or by weaknesses in support
areas.
Above all, high-performers – especially if they are young –
want to feel that the organization they work for regards them as
special. If they find that it is not interested in them as people but
only as high-performing people, it will hardly be surprising if their
loyalty is minimal.
On the other hand if the organization does invest in its
people, it is much more likely to win loyalty from them and to
create a community of talent and high performance that will worry
competitors.
FINANCIAL TIMES
World Business newspaper
2. Find in the text the equivalents to:
1. привлекать грамотных специалистов
2. грамотных специалистов легче определить, чем найти
3. вдохновляют ни словами, а делами
4. проблема в том, что …
5. для конкурентов
6. но не всех переманивают
7. потому что организации не знают, как их удержать
8. достаточно много слепых и безразличных руководителей
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BusinessCorrespondenceinEnglish
9. деньги остаются важным стимулом
10. специалисты хорошо работают, когда чувствуют под-
держку со стороны руководства
11. их преданность минимальна
12. выделяет их
13. но, если организация вкладывает в специалистов
14. огорчит конкурентов
Text 13
WTO – Pluses and Minuses
Every year trade ministers from over 100 countries meet
within the framework of the WTO to discuss reform of world trade
rules.
Critics argue that the organization needs to do more to make
trade fair, particularly in two areas.
Firstly, rich members of the WTO must reduce agricultural
subsidies paid for their farmers, as this leads to surplus produce
being dumped onto poorer countries. In turn, this export dumping
destroy the livelihood of million of poor farmers.
Secondly, the WTO must stop forcing developing countries
to open their markets, as those countries obviously need to protect
fragile industries in the face of unfair completion.
2. Find in the text the equivalents to:
1. в рамках ВТО
2. чтобы обсудить реформу
3. критики спорят
4. богатые члены ВТО
5. чтобы сделать торговлю честной
6. должны сократить с/х субсидии
7. разрушает жизнь миллионов простых фермеров
8. заставлять открывать свои рынки
9. нечестная конкуренция
10. развивающиеся страны
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X.Businessdialogues
Text 14
Transforming Data into Information and …
At the end of the 20
th
century it was fashionable to speak
about the difficulty of making good use of raw data. The prescription for that problem: transform data into information with the
help of next-generation technology and better management. So
corporations and government agencies poured billions of dollars
into new system that held out the promise of a cure for poor information.
It hasn’t quite worked. “Our investments in information
technology outweight the value we were getting, “says Daniel Porter, Chief of information officer of the Navy.
Now Porter is among the specialists on information technologies and other managers who are looking to knowledge management as a means of transforming information into knowledge.
Business value is a key to deciding.
For both civilian and military organizations, there’s potential
business value from these perspective as well:
1. capturing and distributing employees’ undocumented
knowledge. This is particularly important in a time of downsizing,
and when the workforce is aging and headed toward retirement.
2. making existing data and documents more widely available
and more useful.
3. combining dissimilar data and information to get a more ho-
listic picture of opportunities and challenges.
4. expanding and improving training. Training is upgrading
the professional skills.
5. dealing with information overload. Most of us aren’t suffer-
ing from a lack of information. Instead of more information, we
need better ways of filtering, storing and retrieving the information we already have.
Ultimately, the interest in knowledge management is being
driven by the recognition that we are, indeed, living in an information age. More than ever, “knowledge is power”, Porter says. It is
foundation of everyone’s interest in knowledge management.
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2. Find in the text the equivalents to:
1. было модно говорить
2. с помощью технологий преобразовывать данные в ин-
формацию
3. преобразовывать информацию в знание
4. это особенно важно в кризисное время
5. когда трудоспособное население стареет
6. обучение повышает профессиональные навыки
7. не страдает от недостатка информации
8. мы живем в век информации
9. нам лучше нужно
отбирать информацию, хранить и
восстанавливать ту, которой уже обладаем
10. в конечном счете
Text 15
Without Followers, There Would Be No Leaders
The concept of leadership, and the qualities needed for
someone to become a leader, can probably best be understood by
studying the relationship between the leader and his or her followers.
Good leaders have empathy – the ability to step into some
else’s shoes – because they are good listeners. They are open, always willing to discuss and solve problems.
Team-building is one of the top priorities of effective leaders.
They work at an environment in which each team member, while
contributing to the team effort and to the purpose of the organizations, is able to improve on their own achievement.
Indeed, they are very good at encouraging their staff, enabling
each of them to become a creative and independent team player.
This way, every individual gains the confidence and ability
to make the kind of decision which will help the company to
achieve its long-time goals.
Good leaders are also inclusive, they like to involve everyone – and they understand the importance of dealing authority.
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