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Файл:Иностранный язык в профессиональной деятельности. Английский язык. Обучение во втором семестре. Учебное пособие
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СПИСОК ИСПОЛЬЗОВАННЫХ ИСТОЧНИКОВ
1. Климова С.В. Коммуникативная политика. СПб: СПГУТД, 2012.
2. Климова С.В. Английский язык. I курс. Деловой английский язык для
магистров. СПб: СПГУТД, 2015.
3. Коханова А.В. Английский язык. Химия и экология в современном мире
(грамматический раздел). СПб: СПбГУПТД, 2019.
4. https://www.encyclopedia.com/social-sciences-and-law (дата обращения:
11.11.2021).
5. https://www.encyclopedia.com/management (дата обращения: 15.10.2021).
6. https://corporatefinanceinstitute.com/resources/careers/soft-skills/management-
theories (дата обращения: 11.11.2021).
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Appendix 1. GIVING A PRESENTATION
General Information
All presentations have one thing in common, to communicate clearly with
the audience in order to reach the stated aim.
Here are some aspects you have to consider.
Culture
Presentation styles differ considerably amongst nations. It is imperative for
those presenting outside of their normal realm to take into account cultural nuances
and the use of colour and style to ensure the audience is motivated and not
offended. For example, European and Anglo-American cultures place more value
on productivity compared to Scandinavian cultures, who focus on their quality of
life and social needs. Chinese culture, however, centres more on the needs of the
community.
Vocal Delivery
Vocal delivery can be broken down into
Pace and speed;
Volume – lowering your voice for emphasis, higher to command attention.
Pause – one of the most effective ways of emphasising your point.
Effective visual aids
It is common knowledge that the use of visuals aids learning and
understanding by as much as 400%.
Research suggests that visuals should be limited to 40 words, using large
fonts and the average time a slide will be on a screen is 40-90 seconds.
Using Colours
Colour visuals increase willingness to read by up to 80 percent;
Using colour can increase motivation and participation by up to 80
percent; Colour enhances learning and improves retention by more than
75 percent;
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Overuse of technology
For the most part, the majority of people equate presentations with the use
of PowerPoint. However, the key issue with PowerPoint is how it is used.
Here are a few of the common mistakes that people make:
Too much detail on the slides;
Lack of continuity of style;
Too many slides;
Inappropriate fonts;
Overuse of technology, fading, animation, video clips.
The Language of Presentation
Here are some useful expressions you could use when making a
presentation.
Introducing the talk:
This morning I'm going to be talking about...
In my presentation today I will be looking at...
I'd like to start by giving you ...
Indicating the structure and sequences of your talk:
I have divided my presentation into X sections (parts)...
In the first section I will describe ….( I am going to describe) ...
Then I will go on to ...
After that I will look at... (I am going to look at…)
Finally I will focus on…. (I am going to focus on...)
Moving from one section of your talk to another:
I would now like to go on to the next point which is ...
If I can now move on to the next section ...
To continue ...
Summarising and condensing what you have said:
To sum up…
To recap ...
The main thing to remember is ...
The point that I am making here is that...
Highlighting:
This is particularly important because ...
I can't stress enough that...
It should be pointed out that...
I would like to draw your attention to ...
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Explaining and interpreting:
The figures seem to recommend / explain ….
This is because….
Giving examples:
For instance ...
For example ...
Inviting questions and feedback from the audience:
Are there any questions so far?
Feel free to ask if you have any questions.
I welcome questions if at any point you don't understand something.
If you have any questions about this, please ask.
Asking rhetorical questions:
Some of you may be wondering how can this be done?
Am I right in thinking that...?
So, just how can this be achieved?
You may be wondering how long will this take?
Presenting visuals:
If you have a look at this figure here ...
I’d like you to look at this slide.
As you can see from the table ...
This particular slide shows / presents / contains ...
Drawing conclusions:
This means that...
Consequently...
As a result...
Therefore
Closing your talk:
I would just like to finish by saying ...
To finish I would just like to remind you ...
That covers all I wanted to say today.
In conclusion, thank you ...
Do you have any questions?
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Appendix 2. CASE STUDIES
Discuss the problems/ ideas mentioned in Text A and present the results of
your discussion.
TEXT A. Are they really marketing oriented?
Companies that embrace the marketing philosophy put customers at the
centre of everything they do, so that being ‘marketing oriented’ becomes a must
for all of their employees. They should all be aware that if they don’t put
customers first, somebody else probably will and will win their profitable business.
Here are some tell-tale signs of a company that may claim to be marketing
oriented. However, not all of its employees are into it.
• In the car park, the prime parking spots are reserved for directors and
senior staff rather than customers.
• Opening hours meet the social needs of staff rather than the purchasing
preferences of customers.
• Management’s attitudes towards staff are conditioned more by the need to
keep internal peace than by the need to provide a high standard of service to
customers.
• When confronted with a problem from a customer, an employee will refer
the customer on to another employee without trying to resolve the matter
him/herself (‘it’s not my job’).
• The company listens to customers’ comments and complaints, but has
poorly defined procedures for acting on them.
• Advertising is based on what senior staff want to say, rather than a sound
analysis of what prospective customers want to hear.
• Goods and services are distributed through channels that are easy for the
company to set up, rather than on the basis of what customers prefer.
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Review questions
1. Can you think of any more tell-tale signs?
2. Can you identify companies that have the characteristics described
above? Why do you think the company can behave in such a way?
3. Are there insufficient competitive pressures facing the company?
4. What, if anything, would you do to bring about change in the company?
Discuss the problems/ ideas mentioned in Text B and present the results of
your discussion.
TEXT B. Being perceived as local: the new ideal of global brands?
A curious turnaround change appears to be taking place. In multinationals
all over the world, CEOs take pride in producing figures showing that their brand
is perceived as ‘local’. In fact, brands that have been very successfully ‘globalised’
for some time are now perceived as local brands, a phenomenon that is just as true
for Nivea and Kodak as it is for brands of washing powder (Ariel and Omo) and
even Shell, which the Swedes firmly believe to be their national brand. Is this
desire to appear local a concession to fashion or does it reflect a deeper awareness?
Firstly, it should be pointed out that this trend does not affect all brands,
only those that want to be accessible, popular brands reaching a wide public in
countries throughout the world. By definition, ‘hightech’ is not local – if it is, it is
perceived as ‘low-tech’. It is technology that unites the world by creating the same
desire for a particular piece of new equipment in consumers the world over. Thus,
the big technological brands are clearly perceived as global.
Similarly, luxury goods and top-of-the-range cosmetics do not try to appear
local – their added value stems from their global image and their foreign origins.
Finally, this basic trend does not affect brands whose added value stems from their
association with a particular country. For example, Coca-Cola and Levi’s are
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universal symbols of the United States, while Lacoste symbolises French sporting
elegance.
Today, young consumers worldwide, who have grown up with mixed
cultures, tend to prefer brands with a strong national identity which allow them to
experiment with their own particular identity. However, the search for popular
success on the world market forces companies to recognise that being close to
consumers is a key factor of this success.
L’Oréal was quick to realise this and, within its diverse brand portfolio, the
name of the typically French brand Laboratoires Garnier was changed to Garnier in
2001. The change of name was not accidental – it was designed to facilitate the
brand’s acceptance by countries on all five continents. In spite of a ‘brand identity’
platform that is the same in all countries, Garnier readily adapts its products and
ingredients to suit local hair and skin types, as well as adapting its packaging to
suit local practices (large formats in Portugal, tiny formats in Korea) and its
advertising (using local models) to appeal to local consumers.
This strategy is therefore the direct opposite of that used by the group’s topof-the-range brand Lancôme, which is extremely globalised in all aspects of its
marketing mix. Thus, the higher up the range the brand, the less it has to adapt.
Review questions
1. What makes multinationals want to be perceived as local companies?
2. Can you give your own examples of such strategy?
3. Should advertisements be endorsed by world celebrities or local actors?
Климов Евгений Аркадьевич
Климова Светлана Владимировна
ИНОСТРАННЫЙ ЯЗЫК
В ПРОФЕССИОНАЛЬНОЙ ДЕЯТЕЛЬНОСТИ
АНГЛИЙСКИЙ ЯЗЫК
ОБУЧЕНИЕ ВО ВТОРОМ СЕМЕСТРЕ
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