Английский язык для экономических специальностей (English for economists)

Учебно-методическое пособие по английскому языку

Автор: Г.П. Исаева

Настоящее учебно-методическое пособие построено на традиционных принципах методики и предназначено для студентов заочных отделений экономических вузов и факультетов, специализирующихся в области маркетинга и менеджмента, а также для широкого круга специалистов-экономистов, изучающих английский язык.

Основная цель данного пособия - сформировать у обучающихся умение читать и переводить оригинальную литературу по специальности и познакомить с вопросами управления и маркетинга в Англии и США. Тексты уроков подобраны из оригинальных источников.

Contents

Unit 1

Grammar:

1. Глаголы to be, to have.

2. Present simple.

3. Притяжательный падеж существительных.

4. Оборот there is, there are.

5. Неопределенные местоимения much, many, few, little.

Text. Economics

Unit 2

Grammar:

1. Порядок слов в английском повествовательном предложении.

2. Имя существительное в общем падеже в функции определения

3. Притяжательные местоимения.

Text. The market economy

Unit 3

Grammar:

1. Past simple.

2. Эмфатический оборот it is (was)... That (who)

3. Числительные

Text. Marketing

Unit 4

Grammar:

1. Future simple.

2. Модальные глаголы

3. Text. Product, price, promotion and place: the four p’s of marketing

The economy of london

Unit 5

Grammar:

1. Participle ii.

2. Passive voice.

3. Сравнительные обороты.

Text. Industrial management

Unit 6

Grammar:

1. Perfect tenses.

2. Подчинительные союзы и союзные слова.

3. Побудительные предложения.

Text. Distributing the product

Text. Territorial and administrative division of government in the united kingdom

Unit 7

Grammar:

1. Participle i (present participle active).

2. Continuous tenses.

3. Безличные предложения с местоимением it.

4. Особые случаи образования множественного числа существительных.

Text. Production management the "five m's"

Unit 8

Grammar:

1. Правила согласования времен. Косвенная речь.

2. Future-in-the-past.

3. Бессоюзные определительные предложения.

4. This-these, that-those как заменители ранее стоящего существительного.

Text a. How competition benefits us all.

Text b. Competition in many markets: an example.

Unit 9

Grammar:

1. Passive voice.

2. Пассивные конструкции характерные для английского языка.

3. Формы инфинитива.

Text. Management and control of companies

Unit 10

Grammar:

1. Функции инфинитива.

2. Инфинитив в функции определения и обстоятельства.

Text. The sources of business funds

Unit 11

Grammar:

1. Объектный инфинитивный оборот (the objective infinitive construction).

2. Субъектный инфинитивный оборот (the subjective infinitive construction).

Text. Partnership

Unit 12

Grammar:

1. Герундий.

2. Герундиальные обороты.

Text. The federal reserve system

Other bank services

Unit 13

Grammar:

1. Participle i

2. Причастные обороты.

3. Независимые причастные обороты.

Text. Small business in the usa: an s-corporation is not always best.

Unit 14

Grammar:

1. Условные предложения (conditional sentences).

2. Бессоюзные условные предложения.

Text. Taxes, taxes, taxes

Appendix 1. States of the united states of america

Appendix 2. Counties of the united kingdom of great britain and northern ireland

Appendix 3. Administrative and territorial divisions of the russian federation

Appendix 4. Supplementary reading

Unit 1

Grammar: 1. Глаголы to be, to have.

2. Present Simple.

3. Притяжательный падеж существительных.

4. Оборот there is, there are.

5. Неопределенные местоимения much, many, few, little.

 

I. Language Practice

1. Practise the fluent reading and correct intonation:

ö Hello, John! ø Hello! `Howö are you? Thank ø you, I’m all ö right; ö Thank ø you, very ö well; ö Thank you, `not so ö well. `How are you ö doing? `How is ö business? `Not ö bad. `How’s ö life? öFine, `thanks. `How do you ø do? `Good ö morning! öMorning!`Good afterönoon! Good ö evening! ö Evening! Glad to ö meet you! `Haven’t `seen you for ö ages! It’s `good to `see you aögain! How `nice to see you aögain!

2. Listen to the speaker; read and memorize the following words and phrases:

1.  to be concerned with - заниматься изучением чего-то

2.  exchange - обмен

3.  consumption - потребление

4.  goods and services - товары и услуги

5.  business enterprises - деловое предприятие

6.  objective - цель

7.  psychology [sai`k]lc®i] - психология

8.  sociology - [ /sousi`]lc®i] - социология

9.  behavior - [ bi`heivjc] - поведение

10.  microeconomics - [/maikroui:kc`n]miks] - микроэкономика

11.  interplay - взаимодействие

12.  supply and demand - спрос и предложение

13.  a competitive market - рынок конкурирующих продавцов

14.  wage rates - ставки заработной платы

15.  profit margins - коэффициенты прибыльности

16.  rental changes - изменения арендной платы

17.  consumer - потребитель

18.  income - доход

19.  entrepreneur - фр. [antrcprc`nc:(r)] - предприниматель

20.  to deal with - заниматься чем-либо

21.  employment - занятость

22.  to increase - увеличивать

23.  interest - процент

24.  John Maynard Keynes - Джон Мейнард Кейнс

Text. Economics

Economics, social science concerned with the production, distribution, exchange, and consumption of goods and services. Economists focus on the way in which individuals, groups, business enterprises, and governments seek to achieve efficiently any economic objective they select. Other fields of study also contribute to this knowledge: Psychology and ethics try to explain how objectives are formed; history records changes in human objectives; sociology interprets human behavior in social contexts.

Standard economics can be divided into two major fields. The first, price theory or microeconomics, explains how the interplay of supply and demand in competitive markets creates a multitude of individual prices, wage rates, profit margins, and rental changes. Microeconomics assumes that people behave rationally. Consumers try to spend their income in ways that give them as much pleasure as possible. As economists say, they maximize utility. For their part, entrepreneurs seek as much profit as they can extract from their operations.

The second field, macroeconomics, deals with modern explanations of national income and employment. Macroeconomics dates from the book, The General Theory of Employment, Interest, and Money (1935), by the British economist John Maynard Keynes. His explanation of prosperity and depression centers on the total or aggregate demand for goods and services by consumers, business investors, and governments. Because, according to Keynes, inadequate aggregate demand increases unemployment, the indicated cure is either more investment by businesses or more spending and consequently larger budget deficits by government.

 

II. Exercises on the Text:

3. Give Russian equivalents to:

social science; distribution of goods and services; to try to explain; sociology interprets human behavior; to create a multitude of individual prices; to spend their income; as much pleasure as possible; they maximize utility; for their part; to deal with modern explanation; prosperity and depression; demand for goods and services; business investors; according to Keynes; larger budget deficits.

4. Answer the following questions:

1.  What is economics?

2.  On what problems do economists focus their attention?

3.  What do psychology and ethics try to explain?

4.  What does sociology interpret in social contexts?

5.  Into what fields can be standard economics divided?

6.  What does microeconomics explain?

7.  How do consumers try to spend their income?

8.  Do they maximize utility?

9.  What questions does the second field study?

10.  Who is the author of the book «The General Theory of Employment, Interest, and Money»?

11.  How does he explain prosperity and depression?

III. Grammar Exercises

5. Write these phrases in the possessive form, i.e. with ‘s or ‘

1.   the corporations of the nation.

2.   the activities of the people.

3.   the desires of consumers.

4.   the image of a product.

5.   the reputation of a seller.

6.   the work of a day.

7.   the economy of a country.

8.   the problems of the economists.

9.   the play of the government.

10.   the works of Keynes.

11.   the dollar of a consumer.

6. Give the comparative and superlative of the following:

Example: high -higher - the highest;

professional - more professional - the most professional.

efficient, rational, modern, total, large, rich, poor, little, good, traditional, important.

7. Translate the following into Russian:

1. There are, however, no «pure» market economies in the world today.

2. Economists note that there is no limit to the amount or kinds of things that people want.

3. There is, however, a limit to the resources.

4. In addition to buyers and sellers, there are several other essential elements in a market economy.

5. There are many buyers and sellers so that no individual or group can control prices.

6. There are two ways to earn income: from your work and from the use of your wealth.

8. Chose the right word to the words given in the first column:

many	goods
much	economists
a lot of	enterprises
little	knowledge
few	markets
	governments
	explanations
	time
	activities
	work

9. Translate into Russian:

1.  Economists have two ways of looking at economics and economy.

2.  Macroeconomics is the study of the economy as a whole, microeconomics is the study of individual consumers and the business firm.

3.  Each factor of production has a place in our economic system, and each has a particular function.

4.  Price stability refers to times during which prices remain constant.

5.  A budget is a financial plan that summarizes income and expenditures over a period of time.

6.  Saving is one of the most important things that people do with their incomes.

7.  Economic forces also affect decisions in the world of business.

8.  The United States government also employs economists to study economic problems and to suggest ways to solve them.

9.  Consumers are people who use goods and services to satisfy their wants.

10.  Efficiency is a measure of how much we get for what we use.

11.  Demand is a consumer’s willingness and ability to buy a product or service at a particular time and place.

10. Translate English jokes.

A.: Our math professor talks to himself, does yours?

B.: Yes, but he doesn’t realize it. He thinks we’re listening.

¾ T T T ¾

I find television very educating. Every time somebody turns on the set, I go to the other room and read a book.

11. Read the text and retell the contents in Russian:

London

London (England), city in southeastern England, capital of Great Britain, at the head of the Thames estuary, west of its mouth on the North Sea. London is one of the world’s most important financial and cultural centers and is noted for its museums, performing arts, exchange and commodity markets, and insurance and banking functions, as well as a host of specialized services. In popular and traditional usage, the term City of London, or the City, is applied only to a small area (2.59 sq km/1 sq mi) that was the original settlement (ancient Londinium) and is now part of the business and financial district of the metropolis. The City of London and 32 surrounding boroughs form the Greater London metropolitan area, which has an area of 1579 sq km (610 sq mi).

Government

The London Government Act (1963) authorized the creation of a two-tiered government consisting of 32 borough councils and the Greater London Council. The borough councils are locally elected and are responsible for local functions. Until its abolition in 1986, the Greater London Council administered broad functions for the metropolitan area as a whole, such as overall planning, the coordination of transportation systems, and the management of parks. The council comprised 100 councilors, locally elected, and 15 aldermen, elected by the councilors.

The historic Corporation of the City of London is equivalent in function to a borough council. Since the reign of King John in the 13^th century, citizens of the City of London have had the right to elect their own mayor. The corporation government is composed of the Lord mayor, who is elected annually by members of the livery companies (guilds); 25 aldermen, who are elected for life; and 153 council members, who are elected annually from 25 wards.

(From an Encyclopedia)

Unit 2

Grammar:1. Порядок слов в английском повествовательном предложении.

2. Имя существительное в общем падеже в функции определения

3. Притяжательные местоимения.

 

I. Language Practice

1. Practise the fluent reading and correct intonation:

Good ø bye! `Bye ø bye! `So ø long! `See you ø soon! `See you ø later! `See you toømorrow! I `hope we’ll `see someö more of you! Good ø night! Good ø day! Re`member me to...

`May I intro`duce `Mr. ö N.? `How do you ö do? `Glad to ö meet you. `Pleased to ö meet you. ö Please, intro`duce me to your ö friend. `Let me intro`duce you to `Doctor ö M. `Meet `Mr ö F. `Meet my ö friend, `Doctor ö M.

`Many ö thanks. `Thanks a ö lot. `That’s ö nice of you. `Not at ö all! `That’s all ø right! `Don’t ö mention it!

2. Listen to the speaker; read and memorize the following words and phrases:

1.  a buyer - покупатель

2.  a seller - продавец

3.  private property - частная собственность

4.  to own - владеть

5.  means of production - средства производства

6.  incentive - стимул

7.  to earn profits - получать прибыль

8.  cost - цена, стоимость

9.  cost price - цена производства

10.  selling price - продажная цена

11.  to charge a price - назначать цену

12.  polling booth - кабина для голосования

13.  to undersell - продавать по сниженной цене

 

Text. The Market Economy

A Market, or free enterprise economy is one in which the decisions of many individual buyers and sellers interact to determine the answers to the questions of What, How and Who.

In addition to buyers and sellers, there are several other essential elements in a market economy. One of these is private property. By «private property» we mean the right of individuals and business firms to own the means of productions. Although markets exist in traditional and command economies, the major means of productions (firms, factories, farms, mines, etc.) are usually publicly owned. That is, they are owned by groups of people or by the government. In a market economy the means of production are owned by private individuals. Private ownership gives people the incentive to use their property to produce things that will sell and earn them a profit.

This desire to earn profit is a second ingredient in market economy. Often referred to as the profit motive, it provides the fuel that drives sellers to produce the things that buyers want, and at a price they are willing to pay.

The profit motive also gives sellers the incentive to produce at the lowest possible cost. Why? Because lower costs enable them to (1) increase their profit margins, the difference between cost and selling price, or (2) reduce prices to undersell during the competition, or (3) both.

Economists often compare markets to polling booths. However, unlike the booths in which people vote for politicians, markets provide a kind of economic polling booth for buyers to cast their votes (in the form of purchases) for the goods and services they want. Producers who interpret the votes correctly by producing the things that buyers demand can earn profits. Those who interpret the voting incorrectly, producing too much or too little, or charging a price that is too high or too low, do not earn profits. In fact, they often lose money.

Consumer votes can be a matter of life and death to business in a market economy.

 

II. Exercises on the Text:

3. Give Russian equivalents to:

the decisions of many individual buyers and sellers interact; essential elements; the right to own the means of production; to exist in traditional and command economies; publicly owned; the incentive to use their property; the desire to earn profits; often referred to; to drive sellers to produce the things; the lowest possible cost; to increase their profit margins; unlike the booth; to vote for politicians; to cast their votes; to interpret the voting incorrectly; too much or too little; to lose money; a matter of life and death to business.

4. Answer the following questions:

1.  What is a market, or free enterprise?

2.  Are there several other essential elements in a market economy?

3.  What do we mean by «private property»?

4.  Who own the major means of production?

5.  What does private ownership give people?

6.  What is the profit motive?

7.  Why does the profit motive give sellers the incentive to produce at the lowest possible cost?

8.  To what do economists often compare markets?

9.  What is the difference?

10.  When do producers lose money?

III. Grammar Exercises

5. Translate the following into Russian:

1. a market economy, a command economy, business firms, profit motive, profit margins, price theory, wage rates, rental changes, business investors, budget deficits, production materials, wage incentive programs, Austrian - American management, consultant, consumer interests, government planners, computer experts, industry specialists.

2. consumption of goods, fields of study, the interplay of supply and demand, explanation of prosperity and depression, demand for goods and services, means of production, lines of responsibility, the purchase of equipment, provision of work, sale of products, utilization of computers.

Формы притяжательных местоимений

Число	Лицо	I форма (зависимая)	II форма (независимая)
	1-е	my- мой, моя, мое, мои	mine- мой, моя, мое, мои
Един-	2-е	your- твои, твоя, твое, твои	yours- твой, твоя, твое, твои
ствен-		his- его	his- его
ное	3-е	her- ее	hers- ее
		its- его, ее (о неодушевлен-	its- его, ее
		ных предметах)
Множе	1-е	our- наш, наша, наше, наши	ours- наш, наша, наше, наши
ствен-	2-е	your- ваш, ваша, ваше, ваши	yours- ваш, ваша, ваше, ваши
ное	3-е	their- их	theirs- их

6. Put in the missing verbs and possessive forms:

Pronoun Verb Possessive

1. I come from Russia ... language is Russian.

2. He ... from Poland ... language is Polish.

3. You come from Sweden ... language is Swedish.

4. They ... from Norway ... language is Norwegian.

5. We come from Denmark ... language is Danish.

6. I come from Greece ... language is Greek.

7. He ... from Holland ... language is Dutch.

8. She ... from Germany ... language is German.

9. They come from China ... language is Chinese.

10. We ... from Spain ... language is Spanish.

11. He ... from Japan ... language is Japanese.

12. We come from England ... language is English.

7. Make ten questions, using these question words:

Who? What? Where? Why? How many? What kind of? What is the difference? Is there? Are there? Have you?

8. Read the text and retell the contents in Russian:

Keynes

Keynes, John Maynard, 1^st Baron Keynes of Tilton (1883-1946), British economist.

Keynes was born in Cambridge, England, and educated at Eton College and the University of Cambridge. He began his career in the India Office of the British government and wrote a highly regarded book, Indian Currency and Finance (1913). During World War I he worked in the treasury, which he represented at the Paris Peace Conference (1919). During the next decade he made a fortune speculating in international currencies, taught at Cambridge, and wrote Treatise on Probability (1921), a mathematical work, and A Treatise on Money (1930). In the latter, he sought to explain why an economy operates so unevenly, with frequent cycles of booms and depressions. Keynes closely examined the problem of prolonged depression in his major work, The General Theory of Employment, Interest, and Money (1936). This book, which provided a theoretical defense for programs that were already being tried in Great Britain and by President Franklin D. Roosevelt in the U.S., proposed that no self-correcting mechanism to lift an economy out of a depression existed. It stated that unused savings prolonged economic stagnation and that business investment was spurred by new inventions, new markets, and other influences not related to the interest rate on savings. Keynes proposed that government spending must compensate for insufficient business investment in times of recession.

Shortly after Great Britain entered World War II, Keynes published How to Pay for the War (1940), in which he urged that a portion of every wage earner’s pay should automatically be invested in government bonds. In 1942 he was made a baron, and two years later he headed the British delegation to the United Nations Monetary and Financial Conference, the Bretton Woods Conference. There he promoted establishment of the International Bank for Reconstruction and Development and the International Monetary Fund.

Keynes’s ideas have profoundly influenced the economic policies of many governments since World War II, and many consider his General Theory of Employment, Interest, and Money one of the most significant theoretical works of the 20^th century.

Unit 3

Grammar: 1. Past Simple.

2. Эмфатический оборот it is (was)... that (who) ...

3. Числительные

 

I. Language Practice

1. Read the sentences given below. Mind the stress and intonation in them:

There are `nineteen `large `lecture `halls in the `central ö `building. There are `one `hundred and `forty ø audi`toriums for `groups to ö `study.

There is `no `newspaper on the ö table. There is `nothing on the ö table.

Is there a `computer `centre in the ø `college? There were some scien`tific la`boratories `here last ö year. `What is there on the ö floor?

`How `many ö `parks are there in this ö `city? There are ö `many of them.

2. Listen to the speaker; read and memorize the following words and phrases:

1.  to involve - вовлекать

2.  producer - производитель

3.  to be responsible for - быть ответственным за

4.  consumer - потребитель

5.  manufacturer - производитель, изготовитель

6.  pervasive - обширный

7.  to determine - определять

8.  needs and desires - нужды и желания

9.  with regard to - относительно, что касается

10.  to persuade - убеждать

11.  purchase - покупка

12.  product line - ассортимент изделий

13.  promotion - стимулирование, продвижение товара

14.  in addition - в дополнение

15.  to supervise - наблюдать за чем-либо

16.  warehouse - товарный склад, оптовый магазин

 

Text. Marketing

Marketing, activities involved in getting goods from the producer to the consumer. The producer is responsible for the design and manufacture of goods. Early marketing techniques followed production and were responsible only for moving goods from the manufacturer to the point of final sale. Now, however, marketing is much more pervasive. In large corporations the marketing functions precede the manufacture of a product. They involve market research and product development, design, and testing.

Marketing concentrates primarily on the buyers, or consumers, determining their needs and desires, educating them with regard to the availability of products and to important product features, developing strategies to persuade them to buy, and, finally, enhancing their satisfaction with a purchase. Marketing management includes planning, organizing, directing, and controlling decision making regarding product lines, pricing, promotion, and servicing. In most of these areas marketing has complete control; in others, as in product-line development, its function is primarily advisory. In addition, the marketing department of a business firm is responsible for the physical distribution of the products, determining the channels of distribution that will be used and supervising the profitable flow of goods from the factory or warehouse.

 

II. Exercises on the Text:

3. Give Russian equivalents to:

Activities involved in getting goods; is responsible for the design; early marketing techniques; to the point of final stage; is much more pervasive; in large corporations; precede the manufacture of a product; testing; with regard to the availability of product; enhancing their satisfaction with a purchase; marketing management; regarding product lines; promotion; its function is primarily advisory; the marketing department; physical distribution; the profitable flow of goods.

4. Compose the questions using the following words:

1. is, marketing, what?

2. the producer, is, for what, responsible?

3. early marketing technique, did, what, follow?

4. the manufacture of a profit, where, precede, the marketing functions, do?

5. they, what, do, involve?

6. does, on, what, concentrate, marketing?

7. what, marketing management, does, include?

8. marketing, complete control, has, when?

9. the marketing department of a business firm, responsible for the physical distribution of the products, is?

 

III. Grammar Exercises

5. Form the Past Indefinite Tense of the following verbs:

to involve, to be, to precede, to concentrate, to buy, to get, to make, to have, to select, to contribute, to try, to assume, to spend, to give, to increase.

6. Put the verbs in brackets in the Past Indefinite Tense and translate the sentences:

1. Aristotle and Plato in ancient Greece (to write) about problems of wealth, property, and trade.

2. The Romans (to borrow) their economic ideas from the Greeks and (to show) the same contempt for trade.

3. In ancient and medieval times dire scarcity of resources (to be) common and (to affect) the lives of most human beings.

4. In England, Parliament (to pass) a Statute of Monopolies (1624).

5. The Second development (to be) the expansion of production that (to follow) the Industrial Revolution.

6. Cartels (to originate) in Germany during the 1870s.

7. As business (to become) more competitive, new and more complex corporate combinations (to come) on the scene.

7. Put all possible questions to the sentence:

1. During World War II the government of Germany utilized domestic cartels to produce armaments.

8. Translate into Russian paying attention to the emphatic construction «it is ... that ...»:

2. It is the planners who decide what goods and services will be produced.

3. It is the planners, too, with guidance from the country’s political leadership, who decide who will receive the goods and services produced.

4. It was at this time (1936) that Keynes’ work was published.

5. Indeed, it is from the early 1970s, when détente began to take shape.

9. Write in words these numbers:

11, 12, 13, 15, 17, 20, 30, 40.

10. Use hundred, thousand, million with the words in brackets:

300 (dollar); 400 (pound); 10,000 (rouble); 500,000 (woman); 2,000,000 (man); 6,700 (child); 1,000 (computer).

11. Read the dates:

March 8, 1991; June 22, 1941; May 9, 1945; April 12,1961; January 1, 2000.

12. Translate English jokes:

A: Did the play have a happy ending?

B: Yes, everybody was happy when it ended.

A: A telegram from George, dear.

B: Well, did he pass the examination this time?

A: No, but he is almost at the top of the list of those who failed.

Unit 4

Grammar: 1. Future Simple.

2. Модальные глаголы

 

I. Language Practice

1. Practise the fluent reading and correct intonation:

`What’s the ö time? `What ö time is it now? Can you `tell me the ø exact time? It’s two ö o’clock. No, it’s half past ö two. Ex`cuse me, it’s `not `half past ö two, it’s a `quarter past ö two. I’m `not quite `sure, it’s a `quarter past ö two. I’m aføraid it’s a `quarter to ö three already. I `haven’t `got a ö watch.

What ö date is it today? It’s the 10^th of Noövember. What öday of the `week is it? It is `Monday. Are you ø sure it’s the `tenth of November and it’s `Monday toøday? öYes, I ö am. ø Quite. Not at ö all.

`What’s the ö weather like today? `How is it ö outside? It’s not ö warm today. It was warm ö yesterday. The `day was `beautiful and sunny. It’s going to ö rain.

2. Listen to the speaker; read and memorize the following words and phrases:

1.  customer - клиент, покупатель

2.  survey - исследование

3.  warranty card - гарантийная карта

4.  sophisticated - опытный, фальсифицированный

5.  a sample of consumers - обследуемая группа покупателей

6.  population - население

7.  to typify - [`tipifai] - служить типичным примером

8.  fixed expenses - постоянные затраты

9.  insurance - страхование

10.  rent - арендная плата

11.  variable expenses - переменные затраты

12.  a break-even point - точка самоокупаемости, точка критического объема производства

13.  net loss - чистый убыток

14.  advertising - рекламирование

 

Text. Product, Price, Promotion and Place: The Four P’s of Marketing

The total marketing concept involves four steps, or, as they are often called, the four P’s of marketing - product, price, promotion and place.

Product. The place to begin is with the product itself. A business must determine what kind of product potential customers want. Companies employ very complex market research techniques to find out. Surveys by phone, mail, or personal interview can reveal, exactly, what’s on the consumer’s mind. The product warranty card that you return after a purchase provides marketing information too. Sophisticated research mathematics applied to a sample of consumers can typify the rest of the consumers. If we can find out what a few want, we can assume the others in the group of population will want the same things. Deciding who should be in the sample is the problem. Researchers have very detailed formulas for constructing marketing samples.

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 break-even 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.

Promotion. Promotion is a key part of marketing because it is the way business get their messages to consumers.

Businesses would 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. Through advertising, businesses tell people what products are available. Advertising even gives them reasons to buy.

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, business 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.

 

II. Exercises on the Text:

3. Give English equivalents to:

Общее понятие маркетинга включает четыре момента; потенциальные покупатели; исследования по телефону, по почте; на уме покупателя; обследуемая группа покупателей; чего хотят немногие; очень подробные формулы; покрывать все издержки; такие постоянные затраты как рента и страхование; вычислить точку самоокупаемости; ключевая часть маркетинга; в средствах массовой информации; предприятия должны предвидеть.

4. Ask questions for these answers (work in pairs):

1.  The total marketing concept involves four steps.

2.  They are product, price, promotion and place.

3.  Yes, it must.

4.  Surveys by phone, mail, or personal interview can reveal it.

5.  The product warranty card provides marketing information too.

6.  It is price.

7.  Variable expenses must be anticipated too.

8.  A break-even point is the point at which income from sales equals fixed and variable expenses.

9.  Promotion is a key part of marketing.

10.  Advertising gives people reasons to buy products.

11.  To sell products, businesses must anticipate «when» and «where» consumers will buy them.

5. Translate the following into Russian:

 

The Major Marketing Functions

Marketing Activity	Description
Gathering information	Business firms collect information about the market to forecast potential sales
Buying	Before finished goods can be sold, they must be selected and purchased.
Transporting	Goods must be shipped to the place where they are sold.
Selling	Goods must be advertised, promoted and sold.
Storing	Business firms had more goods than they can sell in a single day. These must be stored until they are sold.
Financing	Cash or credit must be found to pay for the goods the business intends to sell.
Standardizing and Grading	«Standardizing» is establishing uniform specifications for a product or a service. «Grading» is classifying products by quality and size.
Managing risk	People in business risk loss if things fail to go as planned. Steps taken to limit these risks fall into this category.

 

III. Grammar Exercises

6. Write out these sentences putting the verb in brackets into the future tense:

1. The study of economics (to help) you to understand economic forces better.

2. Cleaning up the river (to require) a major effort, and considerable expense.

3. A change in the price of one item (to result) in a shift in the demand for a substitute.

4. An increase in production costs (to have) the opposite effect - supply (to decrease).

5. As long as supply and demand remain unchanged, the equilibrium of market price (to remain) constant.

7. Make the sentences (a) interrogative, (b) negative:

1. They will try to economize to get the most from what they have.

2. Economics will also help you to fulfill your responsibilities as a citizen in a democracy.

3. Economists will agree that unemployment is bad.

4. Entrepreneurs will try to run their businesses to earn the greatest profits.

8. Fill in the blanks with the verbs «can», «may», «must», «have to», «to be able (to)»:

1.  Liquidity is a measure of the ease with which you ____ convert your savings to cash.

2.  Since a society cannot have everything, it ____ decide which goods and services it will have now.

3.  Americans ____ to own property for business purposes and use it to produce income.

4.  Most producers ____ make more than one product.

5.  Such systems ____ characterize isolated tribes or groups, or even entire countries.

6.  Unable to compete with the Japanese, the company ____ to go out of business.

7.  Any number of persons ____ contract to form a partnership.

8.  You ____ earn the income to buy the things you want.

9.  The number and value of things we ____ to buy depends upon the size of our income and how wisely we spend it.

10.  Most of the time, we ____ to keep track of our expenditures so we ____ to meet our immediate needs.

9. Translate the following sentences paying attention to the different functions of the word «one».

1. In fact one common definition of economics is «the study of how people make a living».

2. The market price is the one at which goods and services will actually be exchanged for money.

3. One of the main reasons people save their money is to earn interest.

4. Advertising provides us with information about prices, recent improvements in certain goods and services, and the availability of new ones.

5. The development of the socio-economic formations rises from the lower stage to the higher one.

10. State the part of speech of the following words:

management, speaker, production, economist, economical, economic, economics, national, technical, techniques, largely, product.

11. Form nouns with the help of the suffixes:

-ment: to manage, to agree, to govern, to employ, to invest, to develop.

-er: to consume, to programme, to produce, to buy, to sell, to plan, to own, to manufacture.

-tion: to produce, to distribute, to consume, to compete, to operate, to explain, to determine.

-or: to distribute, to invest, to operate, to regulate, to educate.

-ist: economy, sociology, psychology, behavior, special.

12. Read the text and retell the contents in Russian:

The Economy of London

London’s economy is distinguished by a multiplicity of activities that reflect the structure of the British economy as a whole. Service industries account for almost three-quarters of total employment; they include banking, insurance, the civil service, transportation, education, food and drink, printing and publishing, retailing, and numerous professional and custom services. Tourism also plays a vital part in London’s service industries. Next in importance are manufacturing and engineering and the latter has allied industries; each of these two sectors accounts for approximately 10 percent of total employment. The production of precision instruments, computers, aircraft, automobiles, chemicals, and clothing, as well as the refining of petroleum, are all important. Not unexpectedly, Greater London possesses the country’s greatest concentration of professional, technical, and administrative occupations, as well as the highest average income in Britain.

The central area of London is dominated by service employment and characterized by the localized concentration of various activities: banking and finance in the City, insurance and law in Holborn, government in Westminster, newspaper publishing in Fleet Street, medicine in Harley Street, tailoring in Savile Row, retail outlets in Bond and Oxford streets, and education in Bloomsbury. Industrial activity is important in the so-called Victorian Manufacturing Belt-a crescent-shaped band on the southern bank of the Thames River, extending northwest from the City and Southwark. Here, small-scale specialized production dominates.

Providing the raw materials and access to markets is the extensive Port of London, the major docks of which are located just downstream from London Bridge. London is one of Europe’s largest seaports and handles virtually every type of commodity and cargo. To the west of Central London are newer manufacturing areas such as Park Royal. Toward the periphery of Greater London and in the surrounding outer metropolitan area are more sophisticated and specialized industries, such as those manufacturing aircraft, computers, and electronic equipment. To the west of London, economic development has been stimulated by the presence of Heathrow International Airport, and to the south, by Gatwick International Airport.

(From an Encyclopedia)

Unit 5

Grammar: 1. Participle II.

2. Passive Voice.

3. Сравнительные обороты.

 

I. Language Practice

1. Practise the intonation in the questions and the answers:

Have you a ø warranty card? Had you a ø warranty card? Have you got a ø warranty card? `How many `classes `have you `got toö day? `Is there an evening `department at the ø faculty? Are you a ø student? `You are a student of the `All-`Russian `Distance `Institute of Finance and ö Economics, aren’t ø you? `Do you ø study or ö work? Do you ø agree? `I’m ø afraid I don’t ö agree. `Do you `really think ø so? `You’re `quite ö right. `You didn’t `study `last year, did ø you?

2. Listen to the speaker; read and memorize the following words and phrases:

1.  technique - [tek`ni:k] - техника (исполнения)

2.  an organization chart - организационная схема

3.  to designate [`dezilneit] - определять

4.  executives [il`zekjutivz] - директора

5.  execution [eksi`kju:n] - выполнение

6.  foreperson - мастер

7.  department head - начальник (цеха)

8.  with respect to - что касается

9.  supply - поставка, снабжение

10.  accounting - учет

11.  supervision - наблюдение

12.  guidance [`laidcns] - руководство

13.  records and reports - учетные документы и отчеты

14.  wage incentive program - программа финансово-материального стимулирования

 

Text. Industrial Management

Industrial Management, in business, term used to describe the techniques and expertise of efficient organization, planning, direction, and control of the operations of a business.

In the theory of industrial management, organization has two principal aspects. One relates to the establishment of so-called lines of responsibility, drawn usually in the form of an organization chart that designates the executives of the business, from the president to the foreperson or department head, and specifies the functions for which they are responsible. The other principal aspect relates to the development of a staff of qualified executives.

Planning in industrial management has three principal aspects. One is the establishment of broad basic policies with respect to production; sales; the purchase of equipment, materials, and supplies; and accounting. The second aspect relates to the implementation of these policies by departments. The third relates to the establishment of standards of work in all departments. Direction is concerned primarily with supervision and guidance by the executive in authority; in this connection a distinction is generally made between top management, which is essentially administrative in nature, and operative management, which is concerned with the direct execution of policy. Control involves the use of records and reports to compare performance with the established standards for work.

Industrial management as just defined dates from the latter part of the 19^th century. A notable impetus to its evolution was provided by the American engineer Frederick Taylor, who developed techniques for analyzing the operations involved in production and for setting standards for a day’s work. The techniques originally devised by Taylor were adopted by industrialists to other phases of business, including the employment of qualified workers, and wage incentive programs either to replace or to supplement the piecework system that had previously prevailed. Industrial management experts who succeeded Taylor have applied his techniques to a wider range of business problems. Among the leading successors are the Austrian-American management consultant and educator Peter Drucker and the American economist, writer, and diplomat John Kenneth Galbraith.

 

II. Exercises on the Text:

3. Give English equivalents to:

термин, используемый для описания; два главных аспекта; так называемый; которые определяют директоров предприятия; штат квалифицированных исполнителей; установление политики; закупка оборудования; уровни работы во всех отделах; в этой связи; высшее руководство; действующее руководство; управление; использование учетных документов и отчетов; заметный толчок; техника для анализа действий; была применена промышленниками; программы финансово-материального стимулирования; система сдельного труда; среди ведущих преемников; педагог.

4. Ask questions to these answers (work in pairs).

1.  Organization has two principal aspects.

2.  One relates to the establishment of so-called lines of responsibility.

3.  An organization chart designates the executives of the business.

4.  Yes, it does.

5.  Planning has.

6.  The third aspect relates to the establishment of standards of work in all departments.

7.  Yes, it is.

8.  A distinction is made between top management and operative management.

9.  Control involves the use of records and reports.

10.  The American engineer Frederick Taylor.

11.  It was adopted to the employment of qualified workers, and wage incentive programs.

5. Translate the following into Russian:

 

Characteristics of Economic Markets

	Perfect Competition	Monopolistic Competition	Oligopoly	Monopoly
Numbers of Firms	Many independent firms. None able to control the market.	Many firms providing similar goods and services.	A few large firms providing similar goods and services.	A single large firm.
Control Over Price	None. Market determines price.	Influence limited by the availability of substitutes.	Often influenced by «price leader».	Much control.
Product Differentiation	None. Products uniform and equal quality.	Products and services differentiated to meet the needs of specific markets.	Significant for some products like automobiles. Little for standardized products like gasoline.	None.
Ease of Entry	Relatively easy to enter or leave the market	Relatively easy to enter or leave the market	Difficult. Often requires large capital investment.	Very difficult.

 

III. Grammar Exercises

6. Write down the following verbs in the form of Participle II:

to go, to increase, to begin, to buy, to sell, to make, to play, to write, to bring, to specialize, to operate, to understand, to expand.

7. Put the words in brackets in the Passive Voice:

1. Every society (to face) with the identical problem, the problem of scarcity.

2. The need to chose (to impose) on us all by our income, wealth and ability to borrow.

3. Individuals and families (to limit) by the size of their personal income, savings and ability to borrow.

4. In a free market economy, prices (to determine) by the interaction of the forces of supply and demand.

5. When two goods satisfy similar needs, they (to describe) as substitutes.

8. Turn the following from Active Voice into Passive Voice:

1. Profits, savings and borrowing power limit business firms.

2. Frederick Taylor provided a notable impetus to industrial management.

3. Keynes wrote many books.

4. The competitive system will determine business ethics.

5. Great complexity of organization and administration characterize the operation of large business firms.

6. Two or more persons own a business organization.

7. Sir Joseph Binks gives Tom a small cheque.

8. They gave Uncle Tom a cheque and a railway carriage.

9. Translate the following sentences into Russian paying attention to the functions of Participle II:

1. Salaries refer to earnings paid on a weekly or monthly basis.

2. The term «wage» typically refers to the earnings of workers paid by the hour or unit of production.

3. Used in certain ways, wealth can earn income.

4. Natural resources are the things provided by nature that go into the creation of goods and services.

5. Nearly 90 percent of goods and services produced in the U.S. each year come from privately owned firms.

6. Shares are traded in organized markets such as the New York Stock Exchange.

10. Express the following in Russian:

1. The more you know about the subject, the better career decisions you will be able to make.

2. For their part, entrepreneurs seek as much profit as they can extract from their operations.

3. As a rule, the more scarce something is the higher its price will be, and the fewer people will want to buy it.

4. The higher the price, the greater the incentive to produce and sell the product.

11. Form adjectives with the help of suffixes:

-al: economic, nation, production, education, profession.

-able: to change, to exchange, to read, fashion, mistake.

12. Form adverbs with the help of the suffix «-ly»:

economical, political, different, rapid, definite, historical, complete, formal, practical, particular.

13. Read the text and retell the contents in Russian:

William Gates

Gates, William Henry, III (1955- ), American business executive, chairman and chief executive officer of the Microsoft Corporation, born in Seattle, Washington. Gates cofounded Microsoft in 1975 with Paul Allen, his high school friend and partner in computer language development from 1967. Fascinated by computers by the age of 12, Gates had been involved with various programming projects throughout high school. While attending Harvard in 1975, Gates teamed with Allen to develop a version of the BASIC computer programming language for the MITS Altair, the first personal computer. This work on BASIC for the Altair led Gates to drop out of Harvard in 1977 to pursue full-time his vision of «a computer on every desk and in every home,» the idea behind the Microsoft Corporation. In the early 1980’s, Gates led Microsoft’s evolution from a developer of computer programming languages to a diversified computer software company producing computer operating systems and applications software as well as programming tools. This transition began with the introduction of MS-DOS, the operating system for the new IBM Personal Computer in 1981. Gates took a personal role in convincing other computer companies to standardize on MS-DOS, fueling computer industry growth in the 1980’s through software compatibility. Gates also pushed Microsoft toward the introduction of application software such as the Microsoft Word word processing software for the IBM-PC. A key strategic move by Gates was to agree to develop application software for the Apple Macintosh prior to the release of the first Mac in 1984. This led to a strong position for Microsoft in applications that take advantage of the graphical user interface (GUI).

Much of Gates’ success rests on his ability to translate technical visions into market strategy, and to blend creativity with technical acumen. His willingness to bet on new technologies such as Microsoft Windows, Windows NT, and workgroup applications has paid off in keeping Microsoft at the forefront of computer hardware and software evolution.

Unit 6

Grammar: 1. Perfect Tenses.

2. Подчинительные союзы и союзные слова.

3. Побудительные предложения.

I. Language Practice

1. Practise the fluent reading and correct intonation:

Exö cuse me, (please). ö Pardon me. `Sorry to ... (in`trude, inter`rupt, inter`fere). `Look (ö here!) I say... (Say). `Just a ö minute! ö Hi! ö Hey! ø Yes? ø Well? `What ö is it? `What can I ö do for you? `What do you ö want? ø What? ö Sorry! `No `need to be ö sorry. `Sorry to ö trouble (`bother) you! It’s no ö trouble at ö all. Ex`cuse my ö troubling you. `No `trouble at ö `all. I `beg your ö pardon! `No `pardon ö needed! I `beg ö `yours. I `beg your `pardon for `being ö late. `Better ø late than ö `never. I must aöpologize. You ö needn’t. Why ö should you? It’s `nothing to ö speak of. It’s `unforögivable! It’s `unö`pardonable!

2. Listen to the speaker; read and memorize the following words and phrases:

1.  to distribute - распределять, размещать

2.  to market - продавать, сбывать

3.  equipment - оборудование, оснащение

4.  to shop - делать покупку в магазине

5.  leisure - досуг, свободное время

6.  a retailer - розничный торговец

7.  overhead(s) - накладные расходы

8.  a wholesaler - оптовик, оптовый торговец

9.  quantity - количество

10.  to bypass - обойти

11.  trend - тенденция

12.  to call for - предусматривать

13.  preselling - реклама до поступления в продажу

14.  department store - универсальный магазин

15.  discount stores (houses) - магазины учененных товаров

16.  chain stores [tein] - (амер.) сеть розничных магазинов цепного подчинения

17.  ownership - владение, право собственности

18.  vending machines - торговые автоматы

Text. Distributing the Product

Some products are marketed most effectively by direct sale from manufacturer to consumer. Among these are durable equipment-for example, computers, office equipment, industrial machinery and consumer specialties such as vacuum cleaners. The direct marketing of products such as cosmetics and household needs is very important.

Direct marketing by mail has been expanded to virtually all types of products and services. Working people find it easy to shop in their leisure hours by catalog because catalogs generally contain extensive product information. For retailers, the use of catalogs makes it possible to do business considerably beyond their usual trading area and with a minimum of overhead. Also important are credit cards, which have made it relatively easy to purchase by mail or telephone even such high-priced items as appliances, electronic equipment, and cameras. At least half the nation’s 50 leading corporations have mail-order divisions.

Television is a potent tool in direct marketing because it facilitates the demonstration of products in use. Also carving its own niche is telephone marketing, called telemarketing, a technique used in selling to businesses as well as to consumers. Most consumer products, however, move from the manufacturer through agents to wholesalers and then to retailers, ultimately reaching the consumer.

Wholesalers distribute goods in large quantities, usually to retailers, for resale. Some retail businesses have grown so large, however, that they have found it more profitable to bypass the wholesaler and deal directly with the manufacturers or their agents. Wholesalers first responded to this trend by adapting their operations so that they moved faster and called for a lower margin of profit.

Retailing has undergone even more change. Intensive preselling by manufacturers and the development of minimum-service operations, for example, self-service in department stores, have drastically changed the retailer’s way of doing business. Supermarkets and discount stores have become commonplace not only for groceries but for products as diversified as medicines and gardening equipment. More recently, warehouse retailing has become a major means of retailing higher-priced consumer goods such as furniture, appliances, and electronic equipment. Chain stores-groups of stores with one ownership-and cooperative groups have also proliferated. Special types of retailing, for example, vending machines and convenience stores, have also developed to fill multiple needs.

 

II. Exercises on the Text:

3. Give Russian equivalents to:

direct sale from manufacturer to consumer; durable equipment; consumer specialties; household needs; direct marketing by mail; usual trading area; high-priced items; mail-order divisions; also carving its own niche; for resale; to call for a lower margin of profit; to undergo even more change; self-service;have drastically changed; warehouse retailing; higher-priced consumer goods; to fill multiple needs.

4. Compose the questions, using the following words:

1.  products, are, what, by direct sale, marketed?

2.  it, who, easy, to shop by catalog, finds’?

3.  have, what, relatively, it, easy, by mail or telephone, made, to purchase?

4.  leading corporations, have, how many, mail-order-divisions?

5.  television, why, is, direct marketing, a potent tool, in?

6.  is, telemarketing, what?

7.  grown, why, so large, some retail business, have?

8.  wholesalers, how, to this trend, did, first, respond?

9.  undergone, even more change, has, retailing?

10.  become, more recently, has, a major means of retailing higher-priced consumer goods, what?

 

III. Grammar Exercises

Active Voice

Perfect Tenses	have	ParticipleII(V3)	Time Markers
Present Perfect	have (has)	built	¬¾´¾¾½¾¾®
Past Perfect	had	asked	¬¾´¾¾´¾½¾®
Future Perfect	shall (will) have		¬¾½¾´¾¾´¾®