
- •Contents
- •Структура підручника
- •Unit 1 looking for a job
- •Words to Remember:
- •Job Hunting
- •Job advertisement
- •An application form
- •Text: Resume or Curriculum Vitae (cv)
- •Types of resume
- •Sample: Chronological resume
- •Sample: Functional resume
- •Sample: Targeted Resume
- •Cover Letter
- •Interview
- •Cv (Resume)
- •Sample Thank-You Letter
- •Supplementary text
- •Gain a wealth of experience
- •Unit 2 the structure of a company
- •Words to Remember:
- •Text a Basic Forms of Business Organisation
- •Words to Remember:
- •Text b Business structure. Staff of the enterprise
- •Board of Directors
- •Text c Corporate Culture
- •Unit 3 telephoning
- •Useful language
- •Cross-cultural communication on the phone.
- •Unit 4 marketing
- •What is marketing?
- •Branding
- •If you can make it, they can fake it
- •Unit 5 presentation
- •1. The introduction
- •2. The main body.
- •3. Summarizing and concluding
- •4. Questions and discussion
- •Using visual support
- •Unit 6 promotion
- •Unit 7 advertising
- •Is it important to adapt advertising for different cultures? What differences in advertising have you noticed when travelling abroad?
- •Information sheet
- •Effects of Advertising
- •Unit 8 payment
- •Me and my money
- •Here are some abbreviations you can meet
- •In business documents:
- •Exercise 17 Read and translate the dialogue ‘Discussing the price problem’.
- •Unit 9 business letters
- •Structure of a Business Letter
- •Letters of Enquiry
- •Letters of Offer
- •Letters of Order
- •Letters of Complaints
- •Unit 10 negotiations
- •Effective negotiating requires clear thinking and a constructive approach
- •Stages of Negotiation Opening statement
- •Dealing with conflict
- •Ending / Breaking off negotiations
- •Unit 11 business contracts
- •Contract № 123
- •Insurance
- •Unit 12 transport logistics
- •1 Multimodal ▪ 2 piggyback ▪ 3 intermodal ▪ 4 unaccompanied
- •5 Block train ▪ 6 single-wagon
- •Instructions ▪ fit ▪ distribute ▪ exceeded ▪ diagonally
- •1 Commercial invoice
- •1 Advance payment 2 cash on delivery 3 open account
- •4 Documents against payment 5 documentary credit 6 bank guarantee
Cross-cultural communication on the phone.
In some countries, like Italy and Britain, conversation is a form of entertainment. There is an endless flow of talk and if you break the flow for a second someone else will pick it up. In other countries there is a higher value placed on listening – it is not only impolite to break in but listeners will consider what has been said in silence before responding. Finland and Japan are examples.
If you are talking to people who are also speaking English as a foreign language, they are likely to leave gaps and silences while they search for words or try to make sense of what you have just said. So be patient and try not to interrupt, as you would hope they would be patient with you.
Every country has its own code of etiquette. For example it is common for Anglo-Saxons to use first names very quickly, even in a letter or fax or telephone call. Such instant familiarity is much less acceptable in the rest of Europe and Asia where even business partners and colleagues of many years’ acquaintance address each other by the equivalent of Mr or Mrs and last name or job title.
So stick to last names unless you specifically agree to do otherwise. Don’t interpret the other person’s formality as stiffness or unfriendliness. On the other hand, if business partners with an Anglo-Saxon background get on to first name terms straightaway, don’t be surprised.
Above all, one should remember that people do not usually mind if their own codes are broken by foreigners as long as they sense consideration and goodwill. This is much more important than a set of rules of etiquette.
For the British and Italian it is normal to interrupt the other speaker during the conversation.
A special importance is attached to listening in Japanese and Finnish cultures.
One should interrupt and try to help speakers who may have difficulties in saying what they want to say.
It is unusual for Americans and British to use first names early in a business relationship.
Etiquette is the critical point in telephoning between different cultures.
Unit 4 marketing
Words to remember:
anticipate – очікувати, передбачати, передчувати
appeal (to) – приваблювати, подобатись
bogus – підроблений, фіктивний, фальшивий
brand name – торговельна марка, товарний знак
brand mark – торгова марка
communications mix – комплекс маркетингових комунікацій
competitor – конкурент; compete – конкурувати
complaint – скарга, рекламація
comprise – включати в себе
consumer profile – профіль споживача
copyright (property rights) – авторське право, копірайт, право власності
counterfeiting – підробка
creative (imaginative) campaign – творча кампанія
direct mail – реклама поштою
distinguish (from) – відрізнятися
distribution – розподіл, реалізація
entrepreneur – підприємець, власник підприємства
essential – головний, центральний
evaluate – оцінювати
fake – підробка; фальшивка; підробляти; фальсифікувати
hardware – технічне забезпечення
implementation – здійснення, виконання, реалізація, введення у дію
launch – починати, започатковувати, пускати в хід
margin – мінімально припустимий запас (грошей, часу, місця); маржа (різниця між показником доходу та показником витрат)
marketing concept – концепція маркетингової діяльності
marketing mix – комплекс маркетингу
marketing strategy – стратегія маркетингу, стратегія збуту
market research – вивчення можливостей ринку
merchandise trade – торгівля товарами
outdo – перевершити; побити; обійти
pay bills – сплачувати рахунки
place an order – розміщувати заказ
product range – товарна номенклатура, асортимент товару
promotion – стимулювання збуту, просування товарів на ринок
public relations (PR) – зв’язок (організації) з громадськістю
push the product – просувати продукт
queue up – стояти у черзі
reach the consumer – досягати споживача
retail – роздрібна торгівля; ant wholesale – оптова торгівля
run out – кінчатися
satisfy wants and needs – задовольняти бажання та потреби
software – програмне забезпечення
store – магазин, склад; зберігати
tangible – відчутний, реальний, матеріальний; ant. intangible
URL (Uniform Resource Locator) – адреса ресурсу в Інтернеті
warehouse – склад
Exercise 1 Read and translate the text.