English
.pdfto reduce outflows. The financial manager can trim expenses or ask the customers to pay Easter.
The financial manager also chooses financing techniques. One of them is shortterm financing. Another is long term financing.
At the end of the fiscal year the financial manager reviews the company's financial status and plans the next year's financial strategy.
New words and word combination:
1.a brand - торговая марка
2.a consumer - потребитель
3.to make smb. feel - заставлять чувствовать
4.a competitor - конкурент, соперник
5.to achieve a success - добиться успеха
6.a manager - управляющий
7.quality - качество
8.to target - достигнуть цели
9.market - рынок
10.to keep the brand - сохранить
11.to appeal to - обращаться, взывать
Read and translate the text: Text D MARKETING
People often wonder what makes a brand different from a product. Quite simply, in marketing terms, products aren't brands. Products are general, while brands are something quite unique. Brand identity consists of far more than the physical product itself. It includes all the psychological features that we have learnt to associate with it. Top brands form a personal relationship with consumers; they're able to make us feel more confident, more powerful, healthier, and happier. Brands are promises and people buy that they believe in.
A brand has USPs (Unique Selling Points), specific features which set it apart from its competitors. For example, Barbie was the first doll to look like a young
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woman, and a metal rivet was the unique feature of Levi jeans. Both brands have had numerous imitators, but generally speaking, a 'me-too' product won't achieve the success of the one it follows.
People who say you don't need to worry about your competitors couldn't be more wrong. Competent managers have to know how to position their brand in relation to the competition, in terms of factors like price and quality of the product. Managers should relate the brand's values in a meaningful way to the consumers they have targeted. With worldwide brands this may mean changing your message from country to country, or even within one market. Coca-Cola produces a version for Japan which is sweeter than the one sold in the US. The Japanese prefer beef with a higher fat content, so McDonald's naturally obliges. Ronald McDonald's name was even changed to Donald because the Japanese have trouble saying 'r'.
The product life cycle is a familiar one in marketing. A product is launched, developed, goes through a period of growth, enters maturity, declines, and eventually dies. A top brand should go on and on if it is well manager. A brand manager is like a doctor or plastic surgeon, who can keep the brand healthy and looking fresh down the years. Brand managers must be able to identify new segments of the market, particularly when products have become mature. CocaCola has introduced a large number of variants to appeal to different consumers. So knowing what stage your branded product is at in this cycle may help you decide when to launch a line extension or go for a relaunch with improvements and 'added-value' features. Newer versions of cars, for instance, will come with air-conditioning as a standard feature, or they will have a facelift to modernize the look even though what's under the bonnet may stay the same.
Unit IV. Automobiles and automobile maintenance. New words and word combinations:
1.trackless - безрельсовый
2.truck - грузовик
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3.self-propelled vehicle - самоходное транспортное средство
4.framework - каркас
5.body - корпус
6.ignition - зажигание
7.cooling - охлаждение
8.intake - впуск
9.compression - сжатие
10.power-ход
11.exhaust - выпуск
12.top dead centre - верхняя мертвая точка
13.bottom dead centre - нижняя мертвая точка
14.fuel-топливо
15.a throttle - дроссель
16.lubrication system - система смазки
17.to indicate - показывать
18.brake-тормоз
19.steering system - рулевое управление
20.torsion barпружина
21.air suspension - пневматическая подвеска
Read and translate the text.
Text A. Components of the automobile.
Automobiles are trackless, self-propel led vehicles for land transportation of people or goods, or for moving materials. There are three main types of automobiles. These are passenger cars, buses and lorries (trucks). The automobile consists of the following components: a) the engine; b) the framework; c) the mechanism that transmits the power-engine to the wheels; d) the body.
Passenger cars are, as a rule, propelled by an internal combustion engine. They are distinguished by the horse-power of the engine, the number of cylinders on
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the engine and the type of the body, the type of transmission, wheelbase, weight and overall length.
There are engines of various designs. They differ in the number of cylinders, their position, their operating cycle, valve mechanism, ignition and cooling system.
Most automobile engines have six or eight cylinders, although some four-, twelve-, and sixteen-cylinder engines are used. The activities that take place in the engine cylinder can be divided into four stages which are called strokes. The four strokes are: intake, compression, power and exhaust. "Stroke" refers to the piston movement. The upper limit of piston movement is called top dead centre, TDC. The lower limit of piston movement is called bottom dead centre, BDC. A stroke constitutes piston movement from TDC to BDC or from BDC to TDC. In other words, the piston completes a stroke each time it changes the direction of motion.
An automobile, powered by a petrol engine, begins to operate when the driver turns a flywheel connected to the engine crankshaft. As the crankshaft revolves, a mixture of fuel and air is drawn from a carburetor into the engine cylinders. The ignition system provides the electric sparks that ignite this mixture. The resultant explosions of the mixture turn the crankshaft, and the engine starts moving. By regulating the flow of the fuel and air with a throttle, the driver controls the rotational speed of the crankshaft.
Cooling, electrical Ignition and lubrication systems are of great importance for the good performance of a car. The lights, radio and heater add to the flexibility, comfort, and convenience of the car The Indicating devices keep the driver informed as to engine temperature, oil pressure, amount of fuel, and battery charging rate.
Brakes are of drum and disk types. The steering system consists of a manually operated steering wheel which is connected by a steering column lo the steering gear from which linkages run to the front wheels. It is difficult to turn the steer-
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ing wheel, and special hydraulic power mechanisms are used to lessen this effort. Suitable springings are used against shocks. These are leaf springs, coil springs, torsion bars and air suspensions.
New words and word combinations:
1.versatile - многосторонний
2.a demand - требование
3.a range - диапазон
4.leisure - досуг
5.goods - товары
6.to incorporate - объединяться, соединять
7.engine - двигатель
8.dimensions - размеры
9.handling - управление
10.to be an exception - быть исключением
11.proof - доказательство; испытание, проба
Read and translate into Russian Text B. The most versatile Mercedes.
For drivers who need to be versatile and therefore make a wide range of demands on their cars, the Mercedes Т series offers the widest possible range of uses.
The Т series is suitable for a large variety of purposes, in business and in leisure, for holiday journeys, for sport, for the transport of goods.
In addition to being a highly versatile car, the Т is a genuine Mercedes, with all the comfort of a saloon car, with comprehensive safety and with all-round performance.
These unique qualities are incorporated into every one of the six different Т series modelswith a choice of diesel engines and four and six-cylinder petrol engines.
The Т series models match the standards of the saloons, not only in their characteristics but also in their dimensions; they are not an inch longer or wider than
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the classic Mercedes saloons. Their versatility has not been achieved at the expense of ease of handling nor of manoeuvrability.
And certainly not at the expense of aesthetics. Normally, cars which are very practical are rarely stylish. The Т series is an exception to this rule.
The Т series has been improved to new higher standards of specifications. This is not only proof of continuous model improvement but also of the continuation of the complete model range.
Last but not least, the Т series models are particularly economical cars.
And there is the attention to every aspect, right down to the smallest detail, in the manufacture of Mercedes-Benz cars. This is the basis for the legendary reliability and longevity of a Mercedes, including its high trade-in value.
All this makes people, when driving their first Mercedes, wonder why they did- n't have one sooner.
Cars that are very practical are rarely attractive. The Mercedes-Benz Т series proves that this does not have to be so. In spite of its high standard of functionality, the styling is by no means impaired.
Mercedes-Benz do not accept the idea of diminishing the individuality of a car in order to make savings. So the Т series is another example of the fact that a Mercedes is still, today, a recognisably individual car.
The combination of the classic saloon-car shape and estate-car functionality in the flowing lines of the Т series have gained general acceptance as being ideal for this type of car.
The clean lines of the front section are enhanced by broad-beam headlamps, now fitted in all models, which harmonise impressively with the traditional radiator design. Totally integrated with the style and function are the front directional indicators which extend around the corners of the car so that they can be seen easily from the side.
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Mouldings with rubber inserts along the sides of the car are not only decorative but also protect the bodywork against minor damage and sub-divide the body panels to make re-spraying of single sections possible at low cost.
Foglamps in combination with halogen headlamps (standard) illuminate the road effectively, even under the most adverse weather conditions. The front section is designed so as to reduce front axle lift-forces at high speeds. Due to their ribbed profile, the large rear-lamp units get less dirty.
Concealed ventilation slots set into the rear roof pillars ensure that stale air is extracted from inside the car without draught or swirl. The tower door seals have been designed to keep the door sills dean. The rear-view mirror, in its aerody- namically-styled mounting, can be adjusted from inside the car. The door handles are made of a special material, so that they are kind to the touch, in summer as well as in winter.
New words and word combinations:
1.to found - основывать
2.reliable - надежный
3.to fail - провалиться, быть безуспешным
4.sale - продажа
5.to drop - падать, снижаться
6.top manager - главный управляющий
7.side by side - бок о бок
8.to encourage - вдохновить
9.to flood - наводнять
10.way of life - образ жизни
11.promotion - продвижение
Read and translate the text. Text C.
Founded in 1903, Harley-Davidson is perhaps the best-known name in motorcycling. Yet, in the early 80s, they faced strong Japanese competition; H-D's machines were much more expensive and far less reliable than its Japanese rivals'.
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Only 5% of Japanese bikes failed quality control checks compared with over half the H-D's coming off the production line. In showrooms, the machines were even put on cardboard because they leaked oil! Dealers who had sold H-D's for decades switched to selling Japanese models. In 1981, in a single year, H-D sales dropped by 18%, While Honda's share of the heavy bike market rose to 33.9%, H-D's fell to 29.6%. Only one bike in twenty sold in the US was a H-D.
The following year went extremely badly and produced a $25m loss. After visiting a Honda factory, executives realized they could only survive by adopting Japanese total quality management practices. Ironically, these had largely been based on the work of an American, W Edwards Deming. H-D 'introduced three key changes. The first, 'Just in Time' delivery of parts, meant that stock and storage were reduced and that two assembly plants could operate without stockrooms. Next, H-D worked hard to break down the differences between Levels: for example, top managers and line workers worked side by side to redesign the factory floor. Finally, employees were encouraged to measure quality scientifically and to think constantly about how production could be improved.
The results were dramatic. After two years it only needed to sell 35,000 bikes instead of 53,000 to break even. However, even though their bikes had become as good as the Japanese in the market place, it hardly made a difference. H-D was caught in a price war between Yamaha and Honda who made their models cheaper than ever and flooded the US market. H-D sales fell still further. Eventually, the US government agreed to put heavy, but temporary, tariffs on imports of large Japanese bikes. H-D used this breathing space to rebuild its relationship with customers. It did this by emphasizing Harleys as a symbol of the American way of life. Its test-ride promotion and the Harley Owners' Group made owners feel Like one of the family. Riders enjoyed wearing H-D clothing and thousands met at an emotional 85th birthday celebration. By 1989, H-D had jumped to 59°/o of the heavy bike market. However, by now the average rider was no
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longer a 'blue-collar5 worker but a far wealthier 35-year-old professional - a socalled' Rolex rider'
Unit V. Automobile transport management. New words and word combinations:
1.enterprise - предприятие
2.to trace - следить, прослеживать
3.relationship - отношение
4.an offer - предложение
5.a partner - партнер
6.to generate - вырабатывать
7.to sustain - поддерживать
8.revenue-доход
9.target-цель, мишень
10.to refer to - ссылаться (на что-либо)
11.flow - поток
12.to give away - отдавать, выдавать
13.bait - приманка
14.hook-крючок
15.ink cartridge - перезаправка картриджа
Read and translate the text.
Text A. Company organization. Business model.
The term business model describes a broad range of informal and formal models that are used by enterprises to represent various aspects of business, such as operational processes, organizational structures, and financial forecasts. Although the term can be traced to the 1950s, it achieved mainstream usage only in the 1990s. Many informal definitions of the term can be found in popular business literature, such as the following:
"A business model is a conceptual tool that contains a big set of elements and their relationships and allows expressing the business logic of a specific firm. It is a description of the value a company offers to one or several segments of cus-
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tomers and of the architecture of the firm and its network of partners for creating, marketing, and delivering this value and relationship capital, to generate profitable and sustainable revenue streams."— Osterwalder, Pigneur and Tucci (2005)
More recently, researchers build definitions based on economic and organizational theories and show that the, definitions are econometrically sound. Components of a business model
Many different conceptualizations of business models exist . They all have various degrees of resemblance or difference. The model proposed by Osterwalder (2004) synthesises the different conceptualizations into a single reference model based on the similarities of a large range of models. The author's conceptualization describes a business model as consisting of nine related business model building blocks. Thus, a business model describes a company's business:
Infrastructure
•core capabilities: The capabilities and competencies necessary to execute a company's business model.
•partner network: The business alliances which compliment other aspects of the business model.
•value configuration: The rationale which makes a business mutually beneficial for a business and its customers.
Offering
•value proposition: The products and services a business offers. Customers
•target customer: The target audience for a business' products and services.
•distribution channel: The means by which a company delivers products and services to customers. This includes the company's marketing and distribution strategy.
•customer relationship: The links a company establishes between itself and its different customer segments. The process of managing customer relationships is referred to as customer relationship management.
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