- •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
Essential Vocabulary
bestseller n - сенсационная книга; бестселлер compatible adj - совместимый
computer industry - промышленность средств вычислительной техники computer nerd - компьютерный фанат computer technology - компьютерные технологии crucial adj - ключевой, решающий donate v — передавать в дар
endow i; - пожертвовать капитал, делать дар (учреждению, на благотворительные цели и т. п.)
executive officer - должностное лицо, ведающее исполнительны ми функциями разного рода
expertise п - опыт, знание дела; квалификация, компетенция
foresight п - предвидение
forward-thinking adj - прогрессивно мыслящий frenzy п - безумие
hardware п - аппаратура, оборудование
Information technology - информационные технологии
innovative adj — новаторский
Internet — Интернет, всемирная компьютерная сеть lead п - лидерство; руководство; инициатива microcomputer п - микрокомпьютер net worth - собственный капитал предприятия operating system операционная система personality п - индивидуальность, личность proceeds п - выручка, доход
programming language - язык программирования software n — программное обеспечение
software architect - разработчик структуры системы программного обеспечения
software development - разработка программного обеспечения \
software industry - промышленность (по производству) программного обеспечения; индустрия программных средств ,
unwavering adj - непоколебимый, твердый, стойкий; недрогнувший
upgrade п - модернизация, проф. апгрейд \ upgrade v - модернизировать, делать апгрейд venture capital - венчурный капитал; капитал, вложенный или вкладываемый в новое предприятие, связанное с риском (в том числе в разработки и организацию производства нового продукта) | vision п - предвидение, представление
Exercises
|* Translate the following word combinations or find Russian equivalents.
software architect
software industry
media frenzy
IBM-compatible personal computers
to spare no expenses
venture capital
computer industry
programming expertise
non-profit organizations
10. professional skills development
Translate the following sentences into Russian.
Gates' foresight and his vision for personal computing have been central to the success of Microsoft.
The unprecedented marketing and media frenzy was for a piece of software Windows 95.
Through the force of his personality Bill Gates has imposed his own order on the burgeoning computer industry.
Microsoft's mission has been to continually advance and improve software technology.
Bill Gates devoted his energy to make it easier, more cost-effective and more enjoyable for people to use computers.
Fill the gaps in the sentences below with the words and expressions from the box. There are two expressions, which you don't need to use.
software, com outer technology, an upgraded operating system, information technology, net worth, innovative, foresight, marketplace, business problems, computer nerd, software architect, forward-thinking, executive officer, demand, Internet technologies
Bill Gates is chairman and chief of
Microsoft Corporation.
Bill Gates is the worldwide leader in software services and for personal and business computing.
Customers queued up outside computer stores to pur- chase Windows 95, for IBM
and IBM-compatible personal computers.
Microsoft Corporation spared no expense in exciting the
for its new product, namely Windows 95.
Bill Gates was a before the term was
invented: he devoted all his energies to developing
for personal computers.
The introduction of Windows 95 mirrored the rapid changes in the and marked a new cru- cial point for Bill Gates.
Gates* ability to anticipate developments in
had given him in 1996 a of $18 billion.
Bill Gates' role in the personal computer revolution had turned him into an icon of .
In 1999, Gates wrote a book that shows how computer technology can solve , in fundamen- tally new ways.
10. Being an and entrepreneur Bill
Gates found ways to force the rest of the industry to follow his lead.
4* Find English equivalents for the following Russian expressions and words:
лидер на мировом рынке
программное обеспечение
Интернет
операционная система
стимулировать спрос
компьютерный фанат
язык программирования
разработка программного обеспечения
ключевой момент
10. непоколебимая уверенность
5* Translate the following sentences from Russian into English.
Успех "Майкрософт" состоит в непоколебимой убежденности Гейтса в своих собственных идея х.
Гейтс разработал версию языка программирования BASIC для первого микрокомпьютера.
У Гейтса были самые важные инструменты, необходимые для разработки программного обеспечения: мозги и компьютеры.
У Гейтса было все необходимое для компьютерной промышленности: продукт, опыт программирования и предвидение еще больших возможностей.
Гейтс пожертвовал гонорар, полученный за обе книги, общественным организациям.
Unit 2. LISTENING MARY KAY ASH AND WALT DISNEY