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Файл:Business writing for economists and managers = Деловая корреспонденция для экономистов и менеджеров. Учебно-методическое пособие
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Ех. 4.37. Now complete the analyst’s report for Microswift using the language
expressions from the Briggle report in ex. 4.34 and the information in the press
in ex. 4.36:
Company name:
Microswift
Sector:
1 ……
Current share price:
2 ……
Target price:
3 ……
52-week high:
$31
52-week low:
$21
Recommendation:
4 buy / sell / hold
Share price performance
Over the last twelve months, Microswift’s share price 5 … This is due to 6 … The performance
7 … for the NASDAQ index of 8 … over the same period.
Sector outlook
The outlook for the computer software sector looks 9 … over the next twelve months. Most
analysts remain 10 … The total computer sector 11 … grow by 12 … over the next three years.
Chairman’s statement / recent news
At a recent press conference, the company Chairman 13 … However, the Chairman promised
14 …. This will probably 15 … an increase in profits in the long term.
Recommendations
We believe that Microswift’s shares will underperform the NASDAQ index over the next twelve
months. We have moved Microswift from 16 … to 17 … and we have set a target price of 18 …
We would 19 … now on current prices.
Ех. 4.38. Sub-headings and other organising devices such as bullets will
make your report easier to read. Look at the sub-headings 1–6, then read the re-
port below, which is on career opportunities for science graduates. Decide where
the sub-headings fit, and suggest where bullets and additional paragraphing
would be helpful:
1. Exciting new opportunities.
2. A more unconventional path.
3. Academic research.
4. Next steps.
5. A broad scope of employment.
6. Education as a career.
This report aims to summarise the current career opportunities for new science graduates, drawing
largely on the experiences of past and present students. Many final year students have already been
invited to interviews and some have even been offered jobs, conditional on their graduation in June.
The first point that should be stressed is that many interesting opportunities exist outside the specialist scientific fields. This is dealt with in the final section of the report.
Returning to pure science, it has been estimated that there will be over a thousand post-graduate
posts available for the next academic year, throughout the country. Students should consult their
tutor for advice in the first instance. High-achievers should contemplate applying for scholarships to
the U.S.A., where much of the research is at the cutting edge. Should students wish to follow up on
specific research possibilities in the States, they are advised to consult Professor Grimbleton.
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The fast-moving developments in biotechnology and genetics look set to provide many job opportunities for graduates, as many recently-formed companies are being expanded in their bids to
become a market leader. Four local companies have specifically requested graduate trainees from
this college. They are Bio-futures, Genotech, PJF Seed Research and Railton Systems. Application
forms can be obtained from the Administration Secretary.
Many of our past students have opted for jobs in teaching and it is recommended that anyone considering such a career should attend one of the information days planned by this department.
At this event, it will not only be possible to meet Head Teachers and Science Coordinators
from schools in the region, but also to talk to former college students who are now qualified
and practising teachers.
As indicated above, any report on current opportunities would be incomplete without mentioning
some of the other non-scientific jobs that past students have taken up with relish. While none of
these jobs can be said to demand the recall of actual scientific learning, the generic skills that students have been given through their undergraduate science courses are directly relevant. Here are
some of the more unusual career moves: accountancy, stockmarket brokering, counselling, airtraffic control, casino management.
More details on all the areas mentioned in this report can be found on the student website. A booklet is also in preparation.
This report aims to summarise …
The first point that should be stressed …
Returning to pure science, …
High-achievers should contemplate …
The fast-moving developments in biotechnology and genetics … They are:
• Bio-futures;
• Genotech;
• PJF Seed Research;
• Railton Systems.
Application forms can be obtained from the Administration Secretary.
Many of our past students have opted …
As indicated above, …
Here are some of the more unusual career moves:
• accountancy;
• stockmarket brokering;
• counseling;
• air-traffic control;
• casino management.
More details on all the areas …
Ех. 4.39. The report in ex. 4.38 contains some ‘signposting’ devices, for
example, As indicated above. These are included to help the reader to process
the report without undue effort. What other examples of signposting can you find
in the report?
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Ех. 4.40. Match the linking words found in reports to their functions:
Function
Linking words
1
Besides, moreover, in addition, furthermore
2
Lastly, in conclusion, finally
3
So, therefore, consequently
4
But, however, even so
5
That is to say, namely, in other words
6
For instance, such as, for example
7
In most cases, as a rule, on the whole
8
Mainly, chiefly, in particular, especially
9
Of course, naturally, obviously, clearly
10
To sum up, overall, in brief
a) contrast;
b) example;
c) addition;
d) summary;
e) conclusion;
f) equivalence;
g) highlighting;
h) consequence;
i) generalisation;
j) starting the obvious.
Ех. 4.41. The company you work for has recently held a sales event to launch
a new product. Your managing director has asked you to write a report on the effectiveness of the event, including the following points:
1) who was invited to the event;
2) what guests’ reactions were;
3) how successful the event was;
4) what recommendations you would make for future sales events of this kind.
Ех. 4.42. Decide how full-length reports differ from short ones. State which
statements about full-length reports are true:
1. A full-length report presents a comprehensive analysis of a subject, process
or area of research and may contain well over one hundred pages of text.
2. A good report should allow the reader to understand how the subject
of the report has been approached and also to see how the data presented has been
collected and analysed.
3. All full-length reports are standard in form.
4. Full-length reports are usually formal in style.
5. A full-length report presents a comprehensive analysis of a subject, process or
area of research and may contain well over one hundred pages of text.
6. Such reports are not divided into sections.
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7. Full-length reports never contain an executive summary.
8. Full-length reports always contain information that has been taken from other
sources. The sources of all data should be clearly indicated.
Ех. 4.43. Look at the example of a full-length report and indicate its typical
features revealed in ex. 4.42:
Internal mobility — past, present and future
Table of contents
Introduction
I
Internal Mobility
1.1 Historical perspective
1.1.1 Phase 1 — Expatriation 1950–1970
1.1.2 Phase 2 — Expatriation 1970–1990
1.1.3 Phase 3 — Expatriation and international expansion 1990 — to date
1.2 Underlying factors
1.2.1 Technology transfer
1.2.2 Changing markets
1.3 Laying the basis for future policy
1.3.1 Exchanging information — the Interalia Forum
1.3.2 The Expatria Database
II
The Management of Expatriate Assignments
2.1 Types of assignments
2.2 Common problems
2.3 Cultural differences
III
Research Methodology
3.1 Fact finding
3.2 Questionnaires
3.3 Interviews
IV
Analysis
4.1 Training and preparation
4.2 Aborted assignments
4.3 Cost considerations
V
Recommendations
5.1 Standardising and expatriation process
5.2 The return process
5.3 Knowledge sharing
Conclusion
Appendices
Glossary
Index
Executive summary
Developing a secure international presence is one of the organisation’s strategic priorities for the
next decade. In order to achieve this it is essential that …
The following report outlines the findings and focuses on a number of critical areas that will be
reviewed at the meeting of HR directors in early January. Following this …
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Review
Ех. 4.44. Name the structural part of a report:
1. Facts are discovered in this section.
2. It is a summary of the main points and conclusions of the report. It gives
the reader a quick overview of the entire situation.
3. It defines the sequence of points that will be looked at.
4. This section shows what you think about the facts and how you interpret them.
5. You can read about practical suggestions to deal with the situation and ideas
for making sure future activities run more smoothly.
Ех. 4.45. Read the example sentences and paragraphs. Name the structural
part of a report:
1. This report was written by …, Retail and Logistics Director, at the request
of the Chief Executive Officer, to attempt to identify the potential supply chain risks
for our fruit and vegetable department.
2. I believe that we should immediately issue a press release stating that we will
stop using this chemical as soon as possible (but without giving a date). For the
moment, however, we need to continue using this chemical. At the same time I
strongly recommend putting out a challenge to develop an alternative anti-bacterial
chemical agent on www.innocentive.com.
3. Our conclusion is therefore that we should open a well-equipped, up-to-date
gym and fitness centre right at the heart of the financial district, preferably in a large
office building that has shops and restaurants on the lower floors. We would attempt
to compete on quality, and convenience of location, rather than price.
4. We have been contacted by Telefunken, a German manufacturer of mobile
telephones, and asked about the possibility of a co-operation agreement. We would
adapt our business software for use in their products. Tests show that their product is
a very good one and popular with our target market.
Ех. 4.46. Name the structural part of the report where these phrases are found:
1. Based on our research, we suggest that …
2. It aimed to …
3. The purpose of this research was …
4. To conclude …
5. We found that …
Ех. 4.47. Place each part of the report in the correct order:
1
1 Fire broke out at 15.30 on Thursday 9 June in the working area around the emergency generator. All personnel were cleared from the site, and the fire service was informed by 15.45. The fire
service arrived at 16.00, and the blaze was extinguished by 16.30.
2 The electrical contractor New Electric started the fire accidentally when carrying out the connection
work of the generator to the main power line. Packing material left on the ground by another
subcontractor, IEC plc, caught fire and this quickly spread.
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3 Although IEC are obliged to remove any packaging material they bring with them, it seems that
electricians from Mullet told them to just leave it. We assume they wanted to get their own work
done as quickly as possible so that they could finish for the weekend. Starting welding work
without first making sure there is no inflammable material around is in direct contravention of
contract regulation 2.3.8.
2
1 New Electric should not be offered any more work on site if they do not accept these terms.
2 IEC should receive a formal warning.
3 All subcontractors must be reminded of their obligation to follow all fire and safety regulations.
3
Damage has been caused to the emergency generator on the Witherby power plant site. It was
caused by a fire started by the electrical contractor New Electric. Although the packing material
that caught fire was left by another subcontractor, the personnel from New Electric started work
before clearing the waste matter away, in contravention of contract regulation 2.3.8. New Electric
should therefore pay for the replacement of the damaged equipment.
4
New Electric must pay for the replacement of the generator (€90,000) as they are solely responsible
for the damage.
5
This report will look at:
• a sequence of events;
• the subcontractors involved;
• the responsibilities of the subcontractors;
• the financial compensation from the subcontractors;
• recommendations to avoid future incidents of this nature.
Summaries
Starting out
Ех. 4.48. Explain what a summary is.
Ех. 4.49. Look at the sentences where the word ‘summary’ is used. Say which
ideas are typical of business writing:
1. The result of your search will bring up a list of job summaries and links to full
job descriptions.
2. Succinct summaries describe the structural features and relate other minerals
to the one being viewed.
3. For those of you not familiar with the candidates and their parties, I’ve made
quick summaries for you.
4. Then there is the additional problem that many of us only see brief summaries
of these reports in the press.
5. The system allows managers to view employees’ annual holiday summaries
and absence summaries at a glance.
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Ех. 4.50. State which piece of writing below is a summary:
A
Welcome to Westpak, the company that cares!
As a new employее, you probably have many questions that you wish to ask about your new
position. To help you settle in quickly, here are answers to some of the most frequently asked questions.
1. How does the flexitime system work?
All employees at Westpak are individuals with their own particular circumstances. We believe that it is your responsibility to work out with your supervisor a schedule that is fair to both
you and the company. As long as your work is done as efficiently as possible, you can do it when
you like. That is why our offices are staffed 24 hours a day.
2. How should I dress?
Most of you will be in regular contact with customers. It is important that they should feel
confident about the service they will receive from Westpak. We suggest that you dress in a way
which is smart and business-like as a mark of respect to our clients.
3. How are interpersonal problems dealt with?
Teamwork has always been the key to success at Westpak, and anything which is likely to
damage co-operation between team members has to be dealt with as quickly as possible. If you
feel that efficient …
B
1. The Spanish-speaking population in the United States is 39m. Research has been carried
out into this group’s buying habits. Spanish TV viewers are very influenced by television commer-
cials when buying products.
2. They know more about brands than other consumers.
3. Spanish-speaking people respond to conventional methods of advertising, but other consumers do not.
4. 52% of Hispanics use television commercials to help them choose products. Only 7% of
non-Hispanics do so.
C
Performance results for the company during the first quarter have been very encouraging.
Overall sales have increased by 20% compared to the same period last year, due both to strong
demand on the US market and an increase in business activity in the Far East. However, the Latin
American business division recorded a disappointing 15% fall in sales.
We have continued to streamline our manufacturing processes and while these changes
have been accepted by the majority of our employees, staff at our Heissel plant voted to take
strike action. As a result, we were unable to supply our customers. However, an agreement on
new working conditions has now been reached and production has resumed at full capacity.
The outlook for the company for the rest of the year looks very positive and we already
have
confirmation of a major order from China. In addition, our new plant in Morocco will be opening
in January and this will significantly increase our market share in the region.
Practice
Ех. 4.51. What does writing a summary involve? Place these ideas in the logi-
cal order:
1. Producing a text which is shorter than the original — usually at least half
he number of words.
2. Rewriting those ideas or facts in a short, concise form, using your own language.
3. Selecting the most important ideas or facts from a text.
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Ех. 4.52. What makes a summary effective? Complete the sentences (1–3)
after analysing the original text (A) and a sample summary (B):
A
Hispanics are more influenced by advertising than other US consumers, suggesting that
the growth of the Spanish-speaking population could prove beneficial to big corporate sponsors,
according to two studies.
A Nielsen Media Research study released on Wednesday found that Spanish-language television viewers pay more attention to commercials and are more likely to base their purchasing
decisions on advertisements than other US consumers. The report was issued after Euro RSCG,
the marketing communication agency, released a study that showed Hispanics are more aware of
brand names than other US consumers.
Taken together, the reports suggest that growing corporate interest in Hispanic marketing
might involve factors that go beyond the mere size of the Spanish-speaking population. The US
Hispanic population is estimated at about 39m.
The studies also suggest that Hispanic consumers offer big companies the chance to use the
kinds of sales pitches that worked with US consumers in decades past, but which are now les
popular with advertising-weary viewers.
Fifty-two per cent of Hispanics say they frequently get information for making purchase
decisions from watching TV commercials in Spanish, compared with seven per cent of nonHispanics watching English-language television.
B
Recent research has found that Spanish TV viewers are very influenced by television commercials when they buy products, and they also know more about brands than other people in the
United States.
Another finding of the research was that conventional methods of advertising appeal to
Spanish-speaking people, even though other viewers are tired of them. Some interesting statistics:
52% of Hispanics depend on TV commercials for information about what to buy, whereas only 7%
of non-Hispanics do.
The summary is effective because:
1. It contains the key ideas from the … text.
2. The language used to express the key ideas is … from the original.
3. The new text is much … in length.
Ех. 4.53. Write your own version of a summary. Use the original text (A)
in ex. 4.52.
Review
Ех. 4.54. Are the sentences about writing a summary true or false?
1. Writing a summary involves presenting the main facts in a concise form.
2. The summary should be only one page long.
3. A summary can be sometimes expressed in a series of short numbered
sentences.
4. Using your own language is not preferable.
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CHAPTER 5
Covering Letters
Starting out
Ех. 5.1. Read the information about covering letters:
After reading a job advertisement, if you are interested in the job, you send your
application, usually by email. Your application is a covering letter, i. e. a letter sent
with, and explaining the content of, another document. Covering letters describe how
you are suitable for the job and how you can contribute to the organisation.
Other names for ‘covering letter’ include ‘covering note’, ‘cover letter’, ‘letter
of application’.
Ех. 5.2. Read the covering letter and decide if the statements about its elements
are true or false:
Dear Sir or Madam,
I am writing to apply for the post of European Sales Director advertised on your ‘Execnet’ web-
site.
I am interested in the job because I am able to contribute more to the medical profession in your
growing company.
I am 42 years old, Brazilian, with a medical degree from the University of São Paulo (2001), and
a Masters in Business Administration from the University of Los Angeles (2007).
I joined my present company, AVRC Pharmaceuticals, in 2016. After two years as Marketing
Manager for South America, I moved to Madrid to take up my present position as Regional
Director for Southern Europe.
Before joining AVRC I was in charge of clinical trials for new drugs at Medilab, where I spent
five years. I also have four years’ experience as a research scientist for new drugs, first with Schering Plough (2009–2010), then with Merck (2010–2011). My professional experience also includes four years as a doctor working for a medical charity in Peru, before leaving to start my
two-year MBA course.
Concerning my language ability, I am fluent in English and Spanish, and I am currently following
an intensive course in French. I am hard-working, creative, and ambitious, and after a number
of years with the same company, I would appreciate the opportunity of a new challenge.
I look forward to hearing from you.
Yours faithfully,
Carlos Pereira
1. The covering letter contains the address and the date.
2. The opening salutation shows the recipient’s full name.
3. There is a closing salutation after the paragraph about the applicant’s skills
and qualities.
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Ех. 5.3. Analyse the body of the covering letter in ex. 5.2 and arrange the main
elements of its body in the logical order:
1) experience, qualifications, skills;
2) personal qualities;
3) reason for writing and where you saw the advertisement;
4) why you are interested in the job.
Practice
Ех. 5.4. Two people have decided to apply for the post of bank cashier from
the advertisement in A. Read these two applications (B, C) and match the descriptions (a–i) in the box to the paragraphs (1–11):
A
JOB: bank cashier
COMPANY: BankBank
LOCATION: Boston
TERMS: Permanent / Full-time
DUTIES: customer service and administrative duties
EDUCATION: high school diploma
SKILLS: good knowledge of banking computer systems
Click here to apply or send an email plus CV to Staff Manager, HR@bb.org
a) attachments;
b) education;
c) work experience;
d) opening;
e) references;
f) skills;
g) closing;
h) salutation;
i) hope for interview.
B
1 ……
Dear Staff Manager,
2 ……
I am writing to apply for the post of bank cashier advertised on your site.
3 ……
As you can see from my CV, I got a high school diploma in 2018. Since then I have been working
as a bank cashier for a major bank here in Boston where I deal with customers’ accounts and sell
financial products.
4 ……
I hope you will contact me for an interview.
5 ……
Best regards,
Jeremy Chilstern
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