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- •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
Words and Expressions
abandon v - покидать, отказываться, прекращать absorb v поглощать, всасывать acquisition n - приобретение, поступление charter v - давать привилегию coal mine - угольная шахта
conglomerate combination - конгломератное объединение corporate merger - корпорационное слияние corporate performance - совместное функционирование corporation n - корпорация, объединение, акционерное общество
efficiency п — продуктивность, производительность
horizontal combination - горизонтальное объединен ие
identity п - индивидуальность; своеобразие; особенность
iron mine - шахта по добыче железной руды
lay off v - увольнять
merger п - слияние, объединение
ore deposit - залежи руды
production of frozen foods - производство полуфабрикатов
refinery п - нефтеочистительный завод
related goods - взаимосвязанные товары
reshuffle v - перегруппировывать, менять местами
sales force - продавцы, торговые агенты
steel mills - сталелитейные заводы
vertical combination - вертикальное объединение
Ц Answer the quest ions.
1-What is the most common way of joining businesses?
What are the main three types of mergers?
When was the Standard Oil Trust formed?
Can you name the most productive vertical combination?
Why is ITT considered the classic example of a conglomerate?
What are the advantages of combinations?
What are the disadvantages of combinations?
12* Say if the statements are true or false. Prove your point.
A merger between two or more companies that produce the same good or service or dominate one phase of the production of a good is a horizontal combination.
The United States Steel Corporation was the first billion-dollar horizon tal combination.
A merger between two or more companies that are involved in different phases of the production of the same good or service is a vertical combination.
The Standard Oil Company provides a classic example of a vertical combination.
A merger between two or more companies producing or marketing different products is a conglomerate combination.
Buying additional an existing business is much more expensive than building new plants, hiring new employees and acquiring additional capital in order to expand.
In most mergers, the acquiring corporation obtains additional capital resourses, experience management and employees.
1 J* Complete the following sentences by choosing the one correct variant (a, b or c) that best completes the sentence.
Horizontal and vertical combinations have been com- mon since .
the mid-1960s
the mid-1970s
the mid-1800s
Multibillion-dollar corporate mergers occurred
in the mid-1970s
in the mid-1980s
in the mid-1960s 3. The classic example of a conglomerate is
the International Telephone and Telegraph Corporation
the Standard Oil Company
the United States Steel Corporation
One of me major business advantages of corporate mergers is .
worker satisfaction
efficiency
production facilities
One of the major disadvantages of corporate mergers for consumers is .
decreased efficiency and profits
increased competition in the marketplace
decreased competition in the marketplace
The increased size of merged corporations often makes it possible .
to borrow more capital
to hire new employees
to build new plants
The lack of competition in the market place may result in .
additional capital resourses
higher prices for consumers
increased production efficiency
Unit 4. DISCUSSION
14 Study the expressions in the Useful Language box, which are used to express different language functions. The list of expressions in each function can be continued. Think of expressions, which can be added to each function.
Useful Language
Starting conversation I'll start by saying that... In the first place 1 would like to say... ■ |
Generalising It is a well-known fact... It is common knowledge that... Admittedly... |
Discussing main ideas What really matters is... I think it would be best to... There are many advantages and disadvantages here... |
Connecting ideas While on the subject of... Besides that... Furthermore... By the way... Moreover... |
Expressing contrast On the other hand... Although... But... However... Despite... In spite of... |
Drawing conclusions In conclusion... In view of all this... Summing it up... In a word... In short... On the whole... |
|5* Match the function in the left column with the appropriate expression in the right one and complete the Useful Language box with these expressions accordingly.
connecting ideas a. major consideration should be
drawing conclusions given to...
starting conversation b. to begin with I'd like to say...
discussing main ideas c. to sum up...
generalising d. nevertheless...
expressing contrast e. at the same time...
f. it is generally known...
15 Read what famous people said about doing business. Discuss the position of the authors. Support your point of view with reasons and examples from your reading, your observations or your own experience. Use the expressions from the Useful Language box to develop your idea and express your opinion.
The business of the country is business.
Calvin Coolidge (1872-1933), thirtieth President of the USA
The secret of business is to know something that nobody else knows.
Aristotle Onassis (1906-1975), Turkish born shipping magnate
To survive, men and business and corporations must serve.
John H. Patterson, American businessman
The purpose of business is to create and keep a customer.
Theodore Leavitt
It is not the employer who pays wages - he only handles the money. It is the product who pays the wages.
Henry Ford (1863-1947), American industrialist, founder of Ford Motor Company
17 Read what famous people said about partnerships and corporations. Discuss the extent to which you agree or disagree with the opinion stated below. Support your point of view with reasons and examples from your reading, your observations or your own experience. LTse the expressions from the Useful Language box to develop your idea and express your opinion.
1. It's better to take over and build upon an existing business than to start a new one.
Harold S. Geneen, American accountant, industrialist
You look at any giant corporation, they all started with a guy with an idea, doing it well.
■ Irvine Bobbins, American businessman
Treat employees like partners, and they act 14c? partners*
Fred A. Allen (1894-1967)
If you can run one business well, you can run any business well.
Richard Branson* American businessman
You can't run a business without taking risks.
Millard Drexler, American business Executive
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Chapter THREE
RESEARCHING THE MARKET
Unit 1. READING AND TRANSLATION PRACTICE