Unit 13

A FEW CONCEPTS OF MARKET ECONOMY

LANGUAGE MATERIAL VOCABULARY

IeMgzau

Прочитайте ноше слова вслух, «ознакомьтесь с их русскими эквивалентами. Оире делите их зиачепия в данных предложениях.

1. PROFIT The plant introduced new technology прибыль, польза, выгода and gained a high profit.

GROSS PROFIT In this table you can find a lot of data

валовая прибыль including gross profit.

2. ASSETS

1. имущество 1) The company’s assets are "enorm­

ous.

2. акгив(ы) (баланса) 2) It is very important to know a firm’s

assets.

FIXED ASSETS основной капитал CURRENT ASSETS оборотный капитал

3. LIABILITY

1. обязательство U ^If У^оиг liabilities are greater than

your assets you may go bankrupt.

2. pi пассив (правая сторона 2) The journalists discussed the en-

бухгалтерского баланса) vironmental liability of producers

for damage.

4- TO APPRECIATE She does not appreciate our friendship.

Ценить, оценивать _ . .

S The country has its own oil and

собственный doesn’t need to import any.

*■ PREMISES , | .

О недвижимость » ^{Taxes (н}“°^ги) “ ^b“^Iness

mises are higher than those on pri­vate premises.

309

2) помещение, здание, дом 2) I usually meet my partners on my

company’s premises.

7. CURRENT This coin is no longer in current use. находящийся в обращении

8. TO INVEST You can make a lot of money by помещать, вкладывать деньги, investing in this new branch of капитал industry.

9. STOCK How long will coal stocks last? запас, фонд

10. DEBT I am in debt at the moment but hope to долг, обязательство be out of debt when I get paid

11. CASH I’m short of cash at the moment, наличные деньги

12. TO CIRCULATE Money circulates in the economy, быть в обращении (о средствах)

13. ТО TURN INTO The meeting unexpectedly turned into превращаться a party.

14. TO SELL This product is selling welT продавать

15. CUSTOMER It is well-known that customers are клиент, заказчик always right.

16. TO OWE He owed a lot of money to his friends, быть должным, задолжать

17. TO PURCHASE He gave his son some money for the покупать; покупка purchase of his school books.

18. LONG-TERM No one knows what the long-term долгосрочный effect of this phenomenon will be.

19. LOAN We took out a loan without interest to заем, ссуда, кредит expand the business.

20. HENCE He has neither ear nor voice, hence he следовательно cannot sing.

21. ACCOUNT My salary is paid directly into my bank счет (бухгалтерского учета) account.

ACCOUNTANCY бухгалтерия ACCOUNTING бухгалтерский счет

7. TRANSACTION The bank charges a fixed rate for each сделка, дело transaction.

8. STATEMENT The president gets a bank statement отчет every month.

310

1 TO MEET REQUIREMENTS ТЫ. product meets the requirements

отвечать требованиям of all our customers.

25. INVOICE He collected all the invoices to send ^C4ST them to customers.

26. CREDIT NOTE When returning the goods she was кредитовое авизо asked to produce a credit note.

27. RECEIPT Ask the shop for a receipt when you расписка, квитанция pay the bill.

28. TO SUMMARISE She summarised the results of the суммировать, резюмировать, discussion in a few sentences, подводить итоги

29. DAY-BOOK A day-book is a book for recording ежедневная счетная книга sales as they take place, before

transferring them later to a ledger.

25. LEDGER A ledger is an account book recording бухгалтерская книга, регистр the money taken in and given out by

a business or bank.

25. LOSS

1. потеря 1) She did not report the loss of .her

bag to the police.

2. убыток 2) The company has suffered big

losses this year.

PROFIT AND LOSS ACCOUNT счет прибылей и убытков

25. BALANCE SHEET It took her a week to prepare a balance

балансовый отчет sheet.

25. TREND The conference was devoted to the направление, тенденция trends of modern engineering.

26. CONVENTIONAL I am aftaid, I am rather conventional Обычный, привычный, тради- in my tastes.

ЦИОННЫЙ

25. TO REFLECT behaviour reflects his lazy attitude

отражаться) ^{10 wor}^

3fi; to EARN ⁽*^ocs ^ ^carn №54!?

зарабатывать ,

37. DEDUCTION What deductions have you made from

the money he earned?

вычитание, удержание

38; то ABBREVIATE January is often abbreviated as Jan.

сокращать (на письме)

311

2. Работа со словарем. Прочтите предложения, определите исходную форму выделен­ных слов, часта речи, к которой они относятся, и найдите соответствующие значе­ния этих слов в словаре.

1. a) Paris is the capital of France.

2. We need a lot of capital to start up a new business.

3. The word DICTIONARY is printed in capitals.

4. The opposition parties are making political capital out of the government’s difficulties.

2. a) He is living in relative comfort.

2. My uncle is my nearest living relative.

3. The chief asked for the papers relative to the case.

3. a) The football player is hoping to be transferred to another team.

2. In London we transferred from the train to a bus.

3. Now we often use the electronic transfer of money.

4. a) The journalist recorded the information in his notebook.

2. Their conversation was secretly recorded.

3. Keep a record of how much you spend.

5. a) The new law comes into force next month.

2. Driving when you have had too much to drink is against the law.

3. She studied law at the University.

6. a) Women demand equal pay for equal work.

2. We consider ourselves equals.

3. The year’s sales figures up until October equal the figures for the whole of the last year.

7. a) He is good at spending but not at saving.

2. We spent an hour or two talking with our friends.

2. Прочтите следующие интернациональные слова вслух и, основываясь на значениях соответствующих русских слов, определите их значения.

business ['biznis] finance [fai'naens] firm [fa:m] company ['клтрэш] normal [*пэ:тэ1] credit ['kredit] creditor ['kredito] manager ['тагпэс1зэ] action ['aekjn]

original [э'гк1зтэ1] document ['dokjumant] balance ['baelans] intelligent [in'telid33nt] interpretation [m,to:pn'teifn] factor ['faekts] statistics [sts'tistiks] plus [pIas] material [ms'tisnsl]

312

1pf* ^{B ПР}“^{0Й К0Л0НКе слоьа}’ ^вод которых дан в левой колонке.

1. наличные день- coal, clay, cargo, cash, coach

ги

2. выгода, польза

3; счет

2. обычный, тра­диционный

3. заем, ссуда

4. сокращение

5. направление, тенденция

6. сделка

7. вкладывать деньги

8. счет-фактура

И. недвижимость, собственность

12. равный

power, project, point, profit, purpose account, attempt, abolition, accident, access convenient, capable, conventional, considerable, careful

length, limit, lorry, load, loan advantage, achievement, ability, abbreviation, absolution traffic, term, test, trend, time

translation, transaction, truck, trouble, task to install, to include, to increase, to invest, to influence

introduction, invention, influence, increase, invoice

population, part, pay, premises, property equal, empty, early, exact, every

1. Переведите следующие словосочетания на русский язык.

to pay in cash the transaction of business a debt collector

a more exact statement a bank statement to have no credit note invoice in dollars to send an invoice to have no invoice conventional words conventional clothes | new trend in a style a detailed account a job of an accountant to send on account a long-term plan a short-term plan business premises to provide premises to sell own goods to own a car to summarize these facts a news summary a one-page summary cash transaction

debt of honour to be a debtor to oflfer a loan to pay off a loan to earn one's living to have equal rights first among equals agricultural profit commercial profit farm profit monthly profit to distribute a profit planned profit to invest money to have no money to spend money money well spent a loss of money

to transfer monev

313

б. Решите кроссворд.

1. A piece of business, the act of transacting.

2. A sum of money kept in a bank which may be added to or taken from

3. A system of buying goods or services and paying for them later.

4. A shortened form of a word.

5. A general tendency or direction in the way a situation is changing or devel­oping:

6. The act of losing or failing to keep something.

7. All the things a firm owns.

8. Money in the form of coins and notes.

9. A supply of something for use.

10. A list of goods supplied or work done stating quantity and price.

11. Money gained by trade or business.

12. Provide money for a project, etc.

LISTENING PRACTICE

1. When travelling outside your own country you find that not only the language is different. It is also very important to know customs and ways of behaving and to understand physical gestures, eye contact and other things.

Listen to the text “Cross-Cultural Communication”. Be ready to answer the following questions.

1. Do people shake hands if they see each other regularly in Great Britain?

2. Do they shake hands in the same situation in France and America?

3. Can you put personal questions to people in the States?

4. When do people begin using first names in America and in Russia?

314

5/What do you know about smoking in the States⁰ 6. Why is it better to have a credit card in the USA?

6. How should you behave at an American restaurant?

2. Retell the text.

3. You have recently visited the United States of America. Give some advice to those who are going there on a business trip

ORAL PRACTICE

1. Topic. The firm producing the best ice-cream.

An exhibition of milk products has been organized in your town. You represent a firm producing ice-cream of high quality there.

Give information about your firm: *

1. the name of the firm.

2. how large the premises of the firm are.

3. how many people work for the firm.

4. how much ice-cream the firm produces a day.

5. what kinds of ice-cream the firm produces.

6. whether your product meets the requirements of the customers.

7. whether you took a loan in a bank.

8. whether you have debts.

9. your plans for the near future.

2. Pairwork. Mr. Black is on business in London. He is planning to stay there for three days. He has to make an appointment with Mr. Smith, the sales manager of the firm ELCO.

Student A takes the part of Mr. Black. Student В takes the part of Mr. Smith.

MR. BLACK. Telephone your partner Mr. Smith early in the morning on Monday and make an appointment with him. On Monday at 3 o’clock you are visiting an exhibition, on Wednesday at 12 you are visiting a factory. Your departure time on the same day is 7 p.m.

MR. SMITH. You think it is necessary for you to meet Mr. Black. Find the most convenient time for the appointment. Remember that on

^{be at the confe}r^ence and on Tuesday you have am g a q clock. You have a lot of time on Wednesday.

Which is better, to work for a large firm Hi or for a small firm?
It has specialized staff and equipment It has its own training centre Everything is very stable There is possibility of promotion in the future	Simplicity of organisation People have an opportunity to succeed The firm is more adaptable The firm does not need large markets

Discuss the problem in groups of 3-5 students in order tp make a decision. Fill in the chart and give your reasons.	Group 1	Group 2	Group 3
It’s better to work for a large firm.
It's better to work for a small firm.

READING PRACTICE

1. a) It b very Important for future specialists to understand the meaning of fl—дЫ ten». The text “Understanding Capital and Profit" describes some of these terms.

Look through the text and say if the text is

1. a report for a conference;

2. an article from ajomal;

3. an extract from a textbook;

4. a newspaper feature.

This means that the capital invested in the firm must: be sufficient for its needs, be organised in the most efficient way.

Assets consist of all the things a firm owns, whether these are paid for or not.

Liabilities are the debts the firm owes to others.

A firm's accounting system should be able to provide the following information: . 1 a record of day-to-day transactions, a statement of how well the firm is running over a period of time, a summary of the firm’s financial position at a given date, a guide to future action and decision-making.

Management means the planning, controlling, directing and co­ordinating of various ideas, activities and programmes in order to achieve a stated objective.

The ultimate responsibility of management is to direct This means making decisions and issuing the necessary commands through the management structure.

If the directions issued by management are to be effective, there must be a proper communication system within the organisation since, obviously, the orders must reach those who are to carry them out. It is equally important that there should be an effective ‘reporting back* system — communication is a two-way issue.

Decision-making is a characteristic of management at all levels. The more important the matter is, the higher up the management ladder the decision is made. In large organisations - particularly in the public sector - it is often difficult to identify exactly where decisions are made. The point at which they are apparently made is often different from the point at which they are actually made.

J r .

Organisation and personnel charts I

j A business is usually divided into a number of departments, each being responsible for a specific range of work (such as production, finance, personnel, marketing). The structure of the departments and sub- departments can be shown in an organisation chart. This shows the departments how they are related to each other, and the lines of communication between them.

Organisation charts differ from personnel charts. These show the posts held by individuals, their job titles and, sometimes, the span of control. The charts, therefore, indicate how responsibilities are divided between different individuals, and who is responsible to whom.

Despite their advantages, the charts have three serious limitationsj The amount of work involved in running a large business is usually too much for the senior managers to cope with entirely on their own. This means that responsibilities, authority and duties have to be passed ‘down die line’ to others - i.e. to middle management and first-line management. This is known as delegation. One of the arts of management is to know to whom particular tasks can be delegated — and to whom they should not. Proper delegation means the spreading of the work load. It also means that particular tasks can be delegated to those who have special experience or qualifications to deal with them. However, there is always the risk that the person a task is delegated to will prove to be incompetent. There is also the risk that unless there is proper ‘reporting back', the senior manager will not know what is going on.

Plans are pointless unless there is a periodic check — a control — on what is being achieved. Whereas planning is concerned with the future, control is concerned with the (immediate) past. Problems can arise at any point during the implementation of a plan. Furthermore, unless a specific check is made on them, they can go unnoticed for so long that they become

Ш ■■■« 321

These are: Producers must know what to produce. Consumers must know that it is being produced.

Marketing involves keeping producers aware of the needs of consumers and ensuring that their products are made available to consumers in the way and form they want

Nete the emphasis on meeting the needs of consumers. Any firm which accepts this need as its main responsibility is said to be dominated by the marketing concept. This, attitude distinguishes firms in free-market economies from those in centrally-planned economies where central government dictates what should be produced and supplied to consumers.

The marketing function involves:

1. Market research

This involves finding out: J|S

1. what consumers want and advising producers accordingly, and

2. recommending the standard of quality, style of packaging, choice of brand-name and general design of the products concerned.

2. Distribution

Products can be distributed to consumers in different ways. Some are best distributed through the manufacturer’s own retail outlet, some through a network of wholesalers and retailers, others by direct mail-order.

-

3. Pricing

Marketing managers should always be in close touch with market conditions so that they can advise on the best price (not necessarily the highest) to charge for products.

4. Advertising

If customers do not know about new products, they will never buy them. They also need to be reminded, from time to time, of the existence of established products. Marketing managers are expected to know the best ways to advertise products. This involves choice of media (for example, radio, television, press, hoardings). It also involves knowing the best form advertisements should take, and the advertising slogan to be used.

5. Selling

This involves the skills of personal selling, together with display and presentation skills such as those involved in window displays, exhibitions, news releases, and product promotions.

Market research

An essential part of marketing is market research. This should not only precede the introduction of new products, but should keep a regular check on what is happening to existing ones. The object of market research is, primarily, to find out what the public wants. If a product is needed, it will sell.