VI. Give the Ukrainian equivalent of the following international words.

Regular, meteorologist, radio, position, radar, aeroplane pilot, practice, medical, film, photography, serious, helicopter, platform, motor.

VII. Translate the following word-combinations into Ukrainian.

1. at a great height; 2. at the height of 3 miles; 3. a thick layer; 4. a thin semiconductor layer; 5. to bend at right angle; 6. waves bending in the ionosphere; 7. to lose weight; 8. to lose electrons; 9. to supply considerable energy; 10. to supply modern equipment; 11. at low pressure; 12. at low frequency; 13. in the surrounding medium; 14. medium radio waves; 15. the main quality of the semiconductor; 16. to leave atmosphere; 17. to leave the ground.

VIII. Render from English into Ukrainian and give the title.

There are about 3,000 Americans who like to collect antique cars. They have several clubs which possess great influence such as Antique Automobile Club and Veteran Motor Car Club, which specialize in rare models. The clubs practise meetings where members can exhibit their cars. Collectors can also advertise in the magazines published by their clubs. Some magazines specialize in a single type of car such as glorious Model «T» Ford. A number of museums have exhibitions of antique automobile models whose glory rings in automobile history. But practically the best collection — 100 old cars of great rarity—is in possession of William Harrah. He is very influential in his field. The value of his collection is not only historical but also practical: photographs of his cars are used for films and advertisements.

IX. Form the words according to the models and translate.

Adjective + |y = adverb

Possible-; deep-; full-; safe-; easy-; simple-; close-; concentual Verb +

ment = noun

To access-; to move-; to treat-; to attain-; to establish-; to align-; to replace-; to punish-.

Додаткові тексти

Text В

Using data bases

Imagine getting the information you need by simply entering a command or type on your .computer keyboard. Many people do this. They use data-base management systems — special software developed for record keeping — to create electronic files. Then the computer does all the work of

sorting through the files to retrieve specific information. Sound intriguing? This chapter will give you an idea of how and why you might put a data-base management system to work for you. You will also learn how to evaluate and select the data-base management software program that will best serve your specific needs.

Before explaining exactly what a data base management system is and how it works, let's go back to the concept of a data base. Data, as you know, are facts or figures. A data base is a source of facts and figures—it is a collection of related information.

You already are familiar with many data bases. Some such as a baseball card collection, are ones you developed yourself. But the data bases you use most often have probably been created by others. Can you name some of these? A telephone directory is a data base. So is a dictionary... and a television program guide. These collections all differ from one another in both content and format. But each is a data base simply because it is a source of information.

CHARACTERISTICS OF A GOOD DATABASE A useful data base has four important characteristics. The more complete a data base is, the more likely it is to have the information that you need. For example you'll find Dave Winfield's batting average only if you have his baseball card. You'll be able to check your friend Jan's telephone number only if you've listed it in your address book.

You might organize facts alphabetically, chronologically, or by topic. How you organize your data base depends on both its content and its intended use.

The more structured your data base is the easier it is to find information.

Text C

Price. Another major part of marketing is price. Companies have to decide on a product price that will cover all costs and also return a profit. Included in costs are such fixed expenses as rent and insurance. Variable expenses must be anticipated too. Those include the costs of material and commissions. These costs are used to compute a breakeven point—the point at which income from sales equals fixed and variable expenses. On one side of this point, the company will have a net loss and on the other side, a net profit.

These are major, practical concerns of any company. It's what every company must do. Let's consider other factors involved in determining price.

Assuming the company has competition, its product must be priced in a range near competing products. If the item is priced at $7 when other, similar products are priced at $5 or less, what is likely to happen? As a consumer, would you buy the product? Probably not. Companies must be careful, then, not to overprice their product. If competitors' prices are less than theirs, either the competition is on to something—they have special information allowing them to produce and market for less—or the company is inefficient.

Promotion. So far we have talked about «product» and «price.» Promotion is a key part of marketing because it is the way businesses get their messages to consumers.

We said earlier that businesses would prefer to have a steady demand for their products. They would also like to see steady growth rather than sudden surges in business. One function of promotion is to maintain a steady and growing demand. Promotions through advertising in the media, direct mailings or through personal contact are a few of the ways producers make their products known to consumers. If consumers don't know about a product, they won't buy it.

Some critics of American advertising say that money used to inform and promote sales is wasted money that could be used for other purposes. Advertisers counter by saying that through market research businesses discover what American consumers want. Through advertising, businesses tell people what products are available. Advertising even gives them reasons to buy. Do you have an opinion?

Place. The final part of marketing, the fourth «P,» is place. For a product to be useful, it has to be in place when and where it is needed. That should seem obvious. To sell products, businesses must anticipate «when»' and «where» consumers will buy them. A hot dog at a baseball game on a sunny afternoon is an example of excellent product placement. A lemonade stand in the winter is not. Hot dogs have less value after the game, and lemonade has more value in the summer.