- •Издательство
- •Ж.Г. Аванесян
- •Для экономистов
- •Isbn 978-5-370-00797-2
- •Учебное издание Редактор л.Н. Волкова Корректор ал. Воробьева Компьютерная верстка к.С. Шахалина, о.Н. Баканковой
- •Отпечатано в полном соответствии с качеством предоставленных лиапозитипов вОао «Дом печати - вятка». 610033. Г. Киров, ул. Московская, 122
- •Isbn 978-5-370-00797-2
- •Business success stories of all time
- •Предисловие
- •Basics of economics
- •Essential Vocabulary
- •Exercises
- •9 * Before you listen to Dialogue No 2 match the expressions in the left column with their translation in the right one.
- •10. Workers questioned rated job as more
- •Words and Expressions
- •Types of businesses
- •It is important to realise that a business will have other aims. These include:
- •Essential Vocabulary
- •Corporate combinations
- •Words and Expressions
- •Multibillion-dollar corporate mergers occurred
- •Market structure
- •Essential Vocabulary
- •Exercises
- •Essentials of marketing
- •Essential Vocabulary
- •Interest-free - беспроцентный
- •Exercises
- •Marketing mix in action
- •Isolated by (3) - dividing a market into
- •Words and Expressions
- •Notes to Quotations
- •Pricing policy
- •In addition to adopting particular pricing method, a firm can also follow a number of pricing strategies or tactics. The more common of these include:
- •Exercises
- •Input in this sector is relatively small, second sawa intends to conduct a competitive pricing policy with
- •Selling price for a finished product
- •Demand, supply and market equilibrium
- •Words and Expressions
- •Insurance premium - страховые взносы
- •Irregular demand - неравномерный спрос
- •Consumers are hesitating to buy
- •Robotics and technological change
- •Goals of advertising
- •Introduce a new product or a new price schedule.
- •Essential Vocabulary
- •Increase sales увеличить объем продаж
- •Exercises
- •Impact on a product's sales but the exact effect is uncertain.
- •Advertising media
- •Words and Expressions
- •Advertising
- •In general the advertising of a particular product or service during a particular period of time is called an advertising campaign.
- •Sales promotion
- •Essential Vocabulary
- •Exercises
- •Discussing a promotional campaign
- •Distribution and sales
- •Words and Expressions
- •Personal selling
- •Notes to Quotations
- •The financial objectives of the business
- •In return for - в оплату за
- •Injection of funds вложение капитала
- •Internal finance - внутреннее финансирование
- •Exercises
- •Planning a new business
- •The financial control of the business
- •Words and Expressions
- •Interest charges - расходы по уплате процентов; процент по займам
- •The functions of money
- •Essential Vocabulary
- •Exercises
- •The history of american money and ranking
- •5* Before you listen to Talk No 1 use Glossary to match the words and expressions below with their definitions.
- •What Is a Gold American Eagle?
- •12 Federal Reserve banks, each representing a section
- •Inability to control credit during the 1920s. (15)
- •5,100 Banks failed, some 4,000 in 1933 alone.
- •Industry. Today, Americans have a wide choice of financial
- •Institutions where they are offered a variety (30)
- •Words and Expressions
- •Insurance payment - страховой платеж
- •Installment loan - ссуда с оплатой в рассрочку
- •Interest rate - процентная ставка
- •Usually run from one to five years
- •4. As long as the company does well the profits will be very high.
- •7 Английский язык для экономистов
- •Bill gates and microsoft corporation
- •Essential Vocabulary
- •Information technology - информационные технологии
- •Exercises
- •5* Before you listen to Talk No 1 use Glossary to match the words and expressions below with their definitions.
- •Isaakson did not start at the top of (4) . She
- •In 1980 she founded a (6) research and con- sulting firm Future Computing.
- •In 1981 Isaakson learned of ibm's plans to market a new personal computer. In a published report she predicted that the ibm pc would have a dramatic effect on the
- •Instant success а. Приводить в восторг, очаро-
- •Honorary degree вывать
- •In 1976, he (2) a television station, wtbs,
- •Corporation
- •In 1929, Ford, General Motors and the newly formed Chrysler Corporation - known then and now as the Big Three - accounted for 80 percent of the market.
- •Words and Expressions
- •Chapter two
- •Chapter three
- •Chapter four
- •I mean: show cards, special display stands — where we can
- •Относительная стоимость
- •Подсчитывать прибыли и убытки
- •Налоговые поступления
- •Задача бухгалтерского учета
- •Накапливать состояние
- •Не поддаваться износу
- •Чеканить монеты
- •Стабильность ценности
- •Долговечность
- •Chapter ten
- •In 1963, she decided to form her own direct-sales cosmetics company. Mary Kay built a new corporate culture based on the education, participation, and authority of women. I
- •In 1966, she decided to rebuild her personal life. She married Mel Ash, a businessman whom she had met on a blind date.
- •In 1928, Walt Disney produced a mouse character Mickey Mouse which was an overnight success and changed animation forever. As Mickey's creator Disney became a celebrity.
- •In 1952, he came up with an idea to build an amusement park, that would be entertaining for adults as well as for children. 1
- •10 Английским ялы к для 'jkohovmctOn
- •11 Am минский язык для экономистов
- •Increase or decrease the quantity supplied, eminent domain: the right of governments to take private
- •Interview: a formal meeting in which someone asks you questions to find out if you are suitable for a job, course of study, etc.
- •Inventory: stock of goods held by a business.
- •Investment: placing of money so that it will increase in value or
- •Incomes regardless of size.
- •Vaults.
- •Income is divided by common stock equity, revenue tariff: tax on imports designed to raise money for the
- •Identify a product, service or company, trade-off: giving up one thing in order to obtain something
for economists
Ж.Г. Аванесян
английский
для экономистов
Учебное пособие
3-е издание
Издательство
ОМЕГА-Л
Курс иностранного языка
Ж.Г. Аванесян
английский язык
Для экономистов
Учебное
пособие
ч
(3 Рекомендовано Учебно-методическим объединением
по образованию в области лингвистики Министерства образования и науки Российской Федерации в качестве учебного пособия для студентов экономических специальностей
3-е издание, стереотипное
Тульский институт экономики и информатики
БИБЛИОТЕКА
О
Москва, 2008
УДК 811.111(075.8) ББК81.2Англ-923 А18
Рецензенты:
О. В. Куликова - заведующая кафедрой лингвистики и профессиональной коммуникации в области экономики МГЛУ, капдидат филологических наук, доцент;
Е, Ю. Долматовская - профессор Московского государственного технического университета МАМИ, кандидат педагогических наук, профессор;
В. 3. Демьянков - главный научный сотрудник Иститута языкознания РАН, доктор филологических наук, профессор
Аванесяп, Жанна Генриховна
А18 Английский язык для экономистов : учеб. пособие для сту-
дентов эконом, специальностей / Ж. Г. Аванесян. - 3-е изд., стер. - М.: Издательство «Омсга-Л», 2008. - 312 с. н CD. - (Курс иностранного языка).
Isbn 978-5-370-00797-2
Агентство CIP РГБ
Целью учебного пособия является развитие навыков и умений чтения, аудирования, двустороннего перевода, расширение лексического запаса студентов в области профессиональной терминологии. Кроме того, пособие нацелено на развитие навыков ведения дискуссии и профессионально ориентированной устной речи. Пособие содержит 10 глав, каждая из которых включает 4 раздела с активным словарем, упражнениями и практическими заданиями. Глоссарий и ключи к упражнениям позволяют использовать пособие для самостоятельной работы.
Предназначено для студентов 2-3 курсов факультетов и институтов, готовящих специалистов в области рыночной экономики и свободного предпринимательства.
Учебное издание Редактор л.Н. Волкова Корректор ал. Воробьева Компьютерная верстка к.С. Шахалина, о.Н. Баканковой
Подписано в печать с готового оригинал-макета 03.03.2008, Формат 60 х 84/16. Печать офсетная. Усл.-печ. л. 18,2. Уч.-изд. л. 19,5. Тираж 2000 экз. Заказ N> 836.
ООО «Издательство *Омега-Л» 123022, Москва, Столярный пер.г д. 14 Тел. (495) 777-17-99; www. omega-l.ru
Отпечатано в полном соответствии с качеством предоставленных лиапозитипов вОао «Дом печати - вятка». 610033. Г. Киров, ул. Московская, 122
Isbn 978-5-370-00797-2
© Аванесян Ж.Г., 2007
©ООО «Издательство «Омега-Л», 2008
CONTENTS
Предисловие 6
Chapter ONE MASTERING ECONOMICS
Unit I Reading and Translation Practice 7
BASICS OF ECONOMICS '. 7
Unit2. Listening 13
APPLYING FOR A JOB 13
Unit3. Reading Comprehension 16
ECONOMIC INTERDEPENDENCE AND INTERNATIONAL TRADE 16
Unit 4. Discussion 21
Chapter TWO DOING BUSINESS
Unit 1. Reading and Translation Practice 24
TYPES OF BUSINESSES 24
Unit2. Listening 31
FINDING OUT ABOUT COMPANY PROFILE 31
Unit3. Reading Comprehension 33
CORPORATE COMBINATIONS IN THE USA 33
Unit 4. Discussion 40
Chapter THREE RESEARCHING THE MARKET
Unit l Reading and Translation Practice 43
MARKET STRUCTURE 49
Unit 2. Listening 49
BREAKING INTO NEW MARKETS 1 49
Unit3. Reading Comprehension 52
COMPETITION AND MARKET CONDITIONS 52
Unit 4. Discussion 59
Chapter FOUR MARKETING
Unit l Reading and Translation Practice : 62
ESSENTIALS OF MARKETING 62
Unit2. Listening 69
MARKETING MIX IN ACTION .' 69
Unit3. Reading Comprehension 71
MARKETING MANAGEMENT STRATEGIES 71
Unit 4. Discussion 77
Chapter FIVE
t
PRICING
Unit 1. Reading and Translation Practice 80
PRICING POLICY 80
Unit2. Listening 87
PRICING STRATEGY AND COSTING 87
Unit3. Reading Comprehension 92
DEMAND, SUPPLY AND MARKET EQUILIBRIUM 92
Unit 4. Discussion 98
Chapter SIX ADVERTISING
Unit i Reading and Translation Practice 102
GOALS OF ADVERTISING 102 '
Unit2. Listening 109
RUNNING AN ADVERTISING CAMPAIGN 109
Unit3. Reading Comprehension ,112
ADVERTISING MEDIA 112
Unit 4. Discussion 119
Chapter SEVEN -PROMOTION
Unit 1. Reading and Translation Practice 123
SALES PROMOTION 123
Unit 2. Listening 130
DISCUSSING A PROMOTIONAL CAMPAIGN....: 130
Unit 3. Reading Comprehension 133
DISTRIBUTION AND SALES 133
Unit 4. Discussion : 140
PERSONAL SELLING 140
Chapter EIGHT FINANCING THE BUSINESS
Unit l Reading and Translation Practice 144
THE FINANCIAL OBJECTIVES OF THE BUSINESS 144
Unit 2. Listening 151
PLANNING A NEW BUSINESS 151
Unit3. Reading Comprehension 154
THE FINANCIAL CONTROL OF THE BUSINESS 154
Unit 4. Discussion 161
Chapter NINE MONEY AND THE BANKING SYSTEM
Unit i. Reading and Translation Practice 167
THE FUNCTIONS OF MONEY . 167
Unit 2. Listening 175
THE HISTORY OF AMERICAN MONEY AND BANKING ..175
Unit3. Reading Comprehension 180
TYPES OF FINANCIAL OPERATIONS 180
Unit 4. Discussion 188
Chapter TEN