Английский язык: Учебно-методическое пособие по специальности 080102 (060600) ''Мировая экономика''

1

Ф Е Д Е РАЛ Ь Н О Е АГ Е Н С Т В О П О О БРАЗО В АН И Ю В О РО Н Е Ж С КИ Й Г О С У Д АРС Т В Е Н Н Ы Й У Н И В Е РС И Т Е Т

У ч ебно-м ет оди ч ес кое пос оби е поангли йс ком у я зы ку ф а куль т ет « М еж дуна родны е от нош ения » 030701(350500), специа ль ност ь « М ирова я экономика » 080102(060600)

В О РО Н Е Ж 2005

2

У тверж дено научно -методическим со ветом историческо го факультета о т3 июня (П ро токо лзаседания Н М С № 7)

С о ставители: Л о бакинаЕ . В ., М уко внико ваЕ . М ., Н етёсо ваЯ . В .

М етодическо е по со бие по дго товлено на кафедре страно ведения и ино странны х язы ко в историческо го факультета В о ро неж ско го университета. Реко мендуется для студентов 3 курса факультета меж дунаро дны х о тно ш ений спец иально сть«М иро вая э ко но мика» 080102 (060600).

Н астоящ ее методическо е по со бие со ставлено в со о тветствии с про граммны ми требо ваниями и предназначено для студентов 3 курса факультета меж дунаро дны х о тно ш ений , о бучающ их ся по спец иально сти «М иро вая э ко но мика».

3

Unit I GOING PUBLIC Ex. 1 Glossary. Read and memorise the following words and expressions: Private company ['praıvıt] – частная ко мпания Quoted company ['kwə utıd] – ко мпания, акц ии ко торо й ко тируются на ры нке/фо ндо во й бирж е Quotation, n. [kwə u 'teı∫ə n] – ко тиро вка, регистрац ия набирж е; бирж евая ц ена Obtain, v. [ə b 'teın] – по лучать, до бы вать, прио бретать. Finance, v. [faı'næ ns] – финансиро вать, заниматься финансо вы ми о перац иями. Solution, n. [sə 'lu:∫ə n] – реш ение, разреш ение(во про саи т. п.) Ex. 2 Vocabulary. Complete this table and explain the meanings. NOUN crime

VERB to commit a crime

NOUN (a person) blackmailer

vandalism to murder burglary to set on fire smuggling

smuggler to mug

embezzlement to shoplift Ex.3. Read and translate the text. Private and quoted companies are similar in one way: both have shareholders who own a part of business. However, a private company cannot invite the general public to buy its shares and its shareholders cannot sell their shares unless the other members agree. Anyone can buy the shares of a quoted company. They are freely bought and sold in a special market – the Stock Exchange. When a company wishes to be quoted it applies to the Stock Exchange for a quotation, which is a statement of the share price. If the application is successful, the Stock Exchange deals in its shares and publishes their price each day. There are three main reasons why companies obtain a quotation. First many companies need to raise money to expand their businesses. For example, they want to build a bigger factory to produce a new range of goods. To finance this they could try to get the money from the bank. But perhaps they have already borrowed heavily, so they do not want to increase their debt. Secondly, there are companies which have been built up by their owners over the years. As the owner gets older, he does not want all his money to be tied up in the business. Therefore he sells part of the company to the public.

4

Finally, there is the type of business which started many years ago. It has now become a large company and its shares are spread among various members of the family. Some may have no interest in the company, while others have different ideas about how to run it. Shareholders disagree strongly, so it becomes difficult to run the company properly. In such a case, the only solution may be to obtain a quotation on the Stock Exchange. There is one reason why the owners of a company may not wish to obtain a quotation. If the directors are the only shareholders – or have very large shareholdings – in their company, they may be getting substantial benefits from it. For example, the business may own things like the directors` houses, their cars and even their wives` cars. It pays perhaps for their petrol and holidays, which are business expenses. In this case, it may be better not to become a quoted company. Ex.4. Comprehension. Answer the following questions. 1) What is the main difference between a private and quoted company? 2) Companies sometimes obtain a stock exchange quotation. Why do they do it? 3) How does a company obtain a stock exchange quotation? 4) Why do some companies prefer not to ask the bank to finance their expansion? 5) Explain the meaning of these phrases: - tied up - substantial benefits 6) What problem can arise if several members of a family have shareholdings in a company? 7) Some directors do not want their companies to obtain a stock exchange quotation. Why? Ex.5. Fill in the gaps with the words and expressions from the text. 1) A private company cannot … .. to buy its … .. . 2) If a company wishes … .. , it applies to … .. for a quotation. 3) This … .. is a statement of the share price. 4) One of the … .. why companies obtain a quotation is … .. to expand their businesses. 5) Some companies … .. by their owners over the years. 6) One of shareholders doesn’t want … .. in the business. 7) Sometimes the owners of a company may not … .. quotation. Ex.6. Paraphrase, replacing underlined words. 1) 2) 3) 4) 5)

A private company cannot invite the general public. When a company wishes to be quoted it applies to the Stock Exchange. Many companies need to raise money to expand their business. The owner doesn’t want all his money to be tied up in the business. It becomes difficult to run the company properly.

5

6) 7)

The only solution may be to obtaina quotation on the Stock Exchange. The shareholders may be getting substantial benefits from it.

Ex.7. Comment on the following statements: 1) 2) 3) 4)

Differences between private and quoted companies. Main reasons why companies obtain a quotation. Possible reasons for disagreeing between company`s shareholders. Possible reasons for refusal to obtain a quotation.

Ex.8. Find in the text the English equivalents for: держ атели акц ий ; фо ндо вая бирж а; расш ирять дело /бизнес; по лучить бо льш о й заё м; увеличить до лг; со здавать; прио станавливать; прино сить сущ ественную вы го ду; торго вы еиздерж ки. Ex.9. Role play. Work in groups of 5. Study the problem. Each person plays one of the roles described below. Problem: Tom has been with the department store for two years. As a management trainee, he has spent a lot of time working in the different departments of the organization. For the past month, he has been helping out in the jewellery and giftware department. As part of his training program, he has also attended a number of seminars on management. Tom is considered to be a promising employee who has the makings of a first-class manager. He is 18 years old. When the management found out that Tom had taken some rings from the jewellery department, they were shocked. However, they decided to ask the personnel manager, Sheila, to see Tom and get his story. This is the story that Tom told her. Tom and his sister live with their 55-year-old mother. The family has always been poor. The father died when the children were very young. Their mother has earned a living by working as a waitress and doing office-cleaning jobs. Naturally, she was delighted when Tom got such a good job at the store. Life became a little easier for them all. But a few months ago Tom’s mother developed a painful cyst on her left leg. At times she could hardly walk. The operation she required was not serious, but she was told that it might be weeks before she could get a place in hospital. Time went by. Tom could not bear to see his mother in such pain. He telephoned the doctor. “How much will the operation cost if it’s done privately?”, he asked. “About ₤500”, was the answer. Tom couldn’t raise so much money. Then a young friend who worked on a newspaper suggested this strange scheme. Tom should “borrow” some jewellery from the departmental stock but he must keep it safe and not sell it. When the management discovered that the jewellery was missing, Tom should tell them the whole story. After that, his friend could write a newspaper article about Tom. It would be about a boy

6

tempted to steal to pay for his mother’s operation, but unable to carry out the crime. The friend assured Tom that the story would raise public sympathy, and probably enough money to pay for his mother’s operation. The personal manager reported all this to her management colleagues. What do you think? The general manager calls a meeting to discuss this matter. The following staff are present: general manager, company lawyer, personal director, security manager, head of the jewellery department. The purpose of the meeting is to discuss the problem thoroughly, then to agree on a suitable course of action. Roles: General manager You are the leader of the discussion. This could be a tricky meeting. You might be persuaded by the others. You think that Tom should be sacked because he is not reliable enough to make a good manager. He should have been more sensible and come to management to present his problem and ask for a loan of the money. He should not have listened to his friend’s advice, which you think is nonsense. Personnel director You are completely convinced by Tom’s story. You are sure he is an honest person. He has shown this by being unable to go through with the crime. The training program has already cost the store more that the ₤500 which is at stake. If Tom leaves, that money will be wasted. He should be given another chance. Company lawyer You advise the general manager not to sack Tom. If the store dismisses Tom, there will be an even more sensational newspaper story resulting in bad publicity for the store. The general manager should see Tom, point out the mistake he has made, tell him to make sure his friend doesn’t print the story, and offer to lend him the money for his mother’s operation. Security manager You agree with the general manager and want to sack Tom. The store will never be able to trust him again. Therefore, he can never become a manager. He has shown no judgment in this matter. There are many other young people looking for jobs. It will not be difficult to replace Tom. Head of the jewellery department Tom should be given another chance. He is an excellent worker, one of the best trainees you have ever had. While Tom was working in your department, he often talked about his mother. He was very worried about her health. In your opinion the store should lend Tom the money for his mother’s operation and they should allow the

7

whole story to be printed in the newspaper. It would be good publicity for the store. ₤500 is not a lot of money – the store spends much more than that on publicity each week. Perhaps the store could even pay for the entire cost of Tom’s mother’s operation. Making deductions: Examples: Tom must have a good reason for stealing the rings. The jewellery department must be one of our most profitable businesses. Smith must have been surprised when he saw the jewellery was missing. Tom must have provided references when he applied to join the store. Comment on these situations by making deductions. Example: it is 6 o`clock in the evening. A bell is ringing loudly throughout the store. Comment: Then it must be closing time. 1. The store has been packed with customers every day this week. 2. Jennifer has received two big wage increases recently. 3. During a recent stock-taking, it was discovered that ₤20,000 worth of goods had ‘disappeared’. 4. When the manager arrived at the store this morning, the burglar alarm was ringing. 5. During the past year, more than 30% of the sales staff have given in their notice. 6. Peter joined the store 10 years ago as a clerk in the accounts department. He is now a managing director.

UNIT II DE BIJENKORF: FAMOUS DEPARTMENT STORE

8

Ex. 1 Glossary. Read and memorise the following words and expressions: Department, n. [dı 'pa:tmə nt] – о тдел Purchase, v. ['pə :t∫ə s] – по купать Merchandise, n. ['mə :t∫ə ndaız] – товары ; v. – торго вать Commercial, adj. [kə 'mə :∫ə l] – торго вы й , ко ммерческий Sale, n. [seıl] – про даж а, сбы т Profit, n. ['profıt] – прибы ль, до х о д Decrease, v. [dı: 'krı:s] – уменьш ать(ся), убы вать Customer, n. ['kastə mə ] – заказчик, по купатель; клиент Discount, n. ['dıskaunt] – скидка Management, n. ['mæ nıdзmə nt] – управление; администрац ия Ex.2. Vocabulary. Complete this table. VERB SHOP

NOUN SHOPPER/SHOPPING competition

ADJECTIVE SHOPPING

expand sell promotional financial analysis choose various buy market manage inform standard Ex.3. Read and translate this text. Most people have visited a department store. It is a large shop, divided into departments, each of which sells different lines of goods. The departments are run by managers, who are often called ‘buyers’, because their main duty is to purchase stock. The most famous stores offer a variety of beautiful and expensive merchandise. When you go into them, you find a world of luxury and elegant leaving. If you visit Amsterdam, you can see the De Bijenkorf store. It is in Dam Square, right in the heart of the city. The store has been in business for over 70 years. It is part of a chain of five stores, which are located in major commercial centers. The year 1976 was a turning point in the history of De Bijenkorf. At that time, the future for the stores seemed uncertain. Sales were failing, profits decreasing and fewer customers were bothering to make the journey through heavy traffic to shop in them.

9

De Bijenkorf were in trouble for several reasons. In the past 10 years, people ad been moving away from the cities where the stores were situated. In Amsterdam the population fell by 15%; in Rotterdam, it dropped by 17%. Most of those leaving were in the higher income groups. The De Bijenkorf stores were also facing strong competition from discount houses, superstores and cash-and-carry businesses. These sold cheap or cut-price goods, through their service was often below standard. Finally, De Bijenkorf were uncertain which section of the market they were aiming at. As a result, their image was not clear in the minds of the public. Sometimes, they had sales promotions to attract well-off buyers. At other times, they were offering price cuts on various items. How could the management improve the stores` financial situation? To find the answer, they carried out a three-year study of their business. A team of research workers produced two important reports – the profitability analysis and the marketing analysis. The first showed which goods were actually making a profit; the second indicated those which were likely to be profitable in the future. The information from the reports was very useful. It helped De Bijenkorf to decide which goods to continue selling, and which departments to keep open. The choice was not always easy. Some goods, such as toys, were not profitable, but they attracted customers, who then bought other things. Naturally, the management made several changes as a result of the study. They got rid of some departments and expanded others. Then they created a new image for De Bejenkorf. They began to aim their sales strategy at people in higher income groups. In other words, the stores went up-market. In addition the management spent a lot of money on renovating the interior of the buildings. The changes were made to attract a special kind of customer – someone who liked good living. As the head of the stores said: “We wanted a market where it is possible to express personality… where the type of goods you buy shows the kind of person you are.” Language note Cash-and-carry – a large shop where goods are sold at low prices if they are paid for at once and taken away by the buyer.

Ex.4. Comprehension. Answer the following questions. 1) What type of customer do big stores aim to attract? 2) Where are the De Bijenkorf stores situated? What problem have they had because of their location? 3) Why did the management of De Bijenkorf decide to make a careful study of their stores? 4) What did the management learn from their study? 5) Explain the meaning of these phrases: elegant living

10

-

uncertain which section of the market they were aiming at sales promotions sales strategy went up-market

6) What kind of image did De Bijenkorf have (a) before 1976 and (b) after the three-year study had been carried out? Ex.5. Find factual mistakes and correct them. 1) The departments are run by managers, who are called “sellers”, because their main duty is to sell of stock. 2) The De Bijenkorf store has been in business for over 170 years. 3) The year 1976 was the turning point in the history of De Bijenkorf. It became the sales leader among other stores. 4) Though De Bijenkorf stores were facing strong competition from discount houses, superstores and cash-and-carry business. 5) The public had a clear idea of De Bijenkorf`s image. 6) To improve the store’s financial situation the management made an opinion poll. 7) As a result of an opinion poll the management decided to start selling toys as the most profitable goods. 8) The management spent a lot of money on the expenditure of the range of goods. 9) The changes were made to attract a special kind of customer – some who liked reasonable living. Ex.6. Match the words and their definitions: - merchandise - income - cut-price goods - sales promotions intended to - profitability period

Ex.7. Discussion. These are some different types of sales outlet: 1) a department store 2) a discount store

- sold at a reduced price - bringing profit or advantage - goods for sale/promote sales - advertising or other activity increase the sales of a product - money received over a certain

11

3) 4) 5) 6)

a mail-order business a supermarket a hypermarket an open market

-

In what ways are they different from each other? Give your definitions.

-

Where do you prefer to buy goods? Why?

Ex.8. Role play. Work in groups of 4. Each person plays one of the roles described below. TV man You are to take an interview of the manager of Goodies Department Store in your TV program called “Business in Focus”. Ask some questions about commercial crisis of the department store. Manager You are a manager of Goodies Department Store. You are being interviewed in a TV program called “Business in Focus”. You are to complain that your business is losing a lot of money because of employee theft and shoplifting. Security manager You are a security manager in GDS. You are afraid of losing your job. Your task is to persuade the manager that you can cope with all the problems on your own and that the department store needn’t take any special measures. Owner of a security firm You are an owner of a security services firm. You watch a TV program “Business in Focus” where the manager of GDS is being interviewed. He complains about employee theft and shoplifting. Your task is to visit him after the program, introduce yourself and your firm. Give the manager details of the services your company can offer (use the vocabulary listed below). Say how much these services cost. Finally, suggest that he can hire your security guards and highly trained store detectives. Vocabulary to use: Fire/burglar alarm Alarm system (uniformed) security guards (highly trained) store detectives closed-circuit television two-way mirrors to provide to install cheap/competitive rates

12

UNIT III GLORIA VANDERBILT JEANS Ex.1. Glossary. Read and memorise the words and expressions: Manufacturer, n. [mæ nju 'fæ kt∫ə rə ] – про мы ш ленник, предприниматель; про изво дитель Fashionable, adj. ['fæ ∫ə nə bə l] – мо дны й ; светский ; феш енебельны й Turnover, n. ['tə :n 'əuvə ] – о бо ро т Set out, phr. v. ['set 'aut] – предлагать; излагать; вы ставлять(напро даж у) TV commercial, n. [kə 'mə :∫ə l] – телевизио нная реклама Approach, n. [ə 'prə ut∫] – по дх о д Advertising, n. ['æ dvə taızıŋ ] – реклама, рекламиро вание Diversify, v. [daı'və :sıfaı] – разно о бразить; вклады вать(капитал) Ex.2. Give definitions to the following notions. Try to explain these economical occurrences and give some examples from the text. -

sales promotion current income selective advertising discounts sales resistance drop in profit

Ex.3. Read and translate the text. Murjani is a manufacturer of high-fashion or ‘designer’ jeans. These are sold under the Gloria Vanderbilt label. The company’s biggest market is the United States. There, Gloria Vanderbilt jeans are a household name. However, as recently as 1977, Murjani was having little success selling jeans or any other merchandise in the US. Its turnover was only $25 million. At that time, the American head of the company, Mr. Warren Hirsch, had a clever idea. He decided to change the image of the jeans, priced at $10 a pair. He set out to make them status symbols, so that people wearing them would appear fashionable, well-to-do and with good taste. For these qualities, they would pay $40 a pair. To change the jeans’ image, Mr. Hirsch was able to persuade Gloria Vanderbilt – a member of a rich and famous American family – to endorse the product. She let the company put her name on the back pocket of the jeans. After that he arranged for her to appear on television. In television commercials, Miss Vanderbilt seemed to be promoting the jeans. Actually, she was selling an image of wealth and elegance. Obviously, young people in

13

New York didn’t have her money or style but, by buying her jeans, they could look or feel as if they did. This new approach to marketing the product was successful. After one year of television advertising, Murjani’s sales increased to $150 million. In the following year, they almost doubled. Naturally, the managers in Hong Kong were delighted with the results. They forecast that sales would reach $ 1,000 million by 1985. Some fashion experts believe that this figure is too high. The market for expensive jeans has become very competitive now. There are over 200 firms in the business, though many of these are late-comers looking for quick profits. There is another reason why Murjani’s rate of growth may slow down. Rival companies have started using television to promote their own jeans. A few years ago jeans rarely appeared in television commercials; these days they are frequently advertised on television in the New York area. One day the boom in jeans sales will come to an end. Manufacturers like Murjani are already preparing for that time by diversifying into other fields, such as sports goods and footwear. Ex.4. Comprehension. Answer the following questions. 1) Why did Murjani change its method of marketing jeans? What kind of changes did it make? 2) What does the phrase “to endorse the product” mean? Can you give other examples of people endorsing products? 3) Why did the television commercials increase Murjani’s sales of jeans? 4) What was Murjani’s turnover for jeans after they had been advertised on television for two years? 5) In what way is the market for high-fashion jeans changing? 6) What has Murjani done to avoid depending too much on jeans sales? 7) Why are jeans so popular in many countries? Do you think there will always be a market for them? Ex.5. Fill in the blanks with the right word: promote; promoter; promotion; promotional. 1) The Minister for Foreign Affaires rendered the … .. of the foreign trade as the part of current income. 2) He was the leading … .. who suggested to take up a selective advertising. 3) Miss Vanderbilt seemed to be … .. the jeans, but in fact she was selling an image of wealth. 4) The company needed to improve the financial situation at once, so they started the … .. campaign offering big discounts. 5) If you want to attract well-off buyers, you have to hold sales … .. regularly. 6) If you want to avoid sales resistance, you have to hire a qualified … .. .

14

7) The management of the company could observe a drop in profit and had to choose another method of … .. . 8) The store had to be expanded as a result of a good … .. . Ex.6. Complete the article about jeans filling in the missing words. The jeans market. How it all started. The first company to manufacture jeans was Levi Strauss. Over a century ago, its founder, Mr. Levi Strauss, sold (1) … .. … .. to people looking for gold. Then he made jeans for them. The (2) … .. liked the trousers because they were very (3) … .. . In the early days jeans were really working clothes. Later on they lost their (4) … .. … .. and became more (5) … .. and (6) … .. . In the 1960s sales of jeans (7) … .. rapidly. In fact there was a jeans (8) … .. . Because film stars wore them, they became (9) … .. with young people. In the 1970s people from all (10) … .. … .. wore them. Jeans became respectable! Even the president had a (11) … .. . Levi Strauss is still the most popular jeans (12) … .. in the world. Some people are willing to pay a lot of money for designer jeans such as Gloria Vanderbilt and Vidal Sassoon (13) … .. . These are heavily (14) … .. on television. Many firms are (15) … .. for a share of the market for high-fashion jeans. It’s a (16) … .. field of business. a) b) c) d) e) f) g) h) i) j) k) l) m) n) o) p)

boom selling south countries stylish working image fashionable that cloth pair merchandisers advertised competing brands competitive increased popular brand

Ex.7. Speaking task.

15

A Here are some methods of advertising goods or services: newspaper / magazine / poster advertisements / direct-mail advertising; endorsements by famous people; demonstrations; trade exhibitions. Which is the best means for advertising these products / services? a) an expensive perfume b) a new type of tennis racket c) a new brand of orange d) an expensive car (e. g. a Rolls-Royce or Cadillac) e) the opening of a new restaurant f) an office cleaning service. B Describe an advertisement in your country which you particularly like. Are there any advertisements you dislike? If so, why? C Gemma Fashions have just launched their new jeans model. You are an advertising promoter of this firm and your task is to make a text for the jeans advertisement. - Give information about: the jeans brand the qualities of jeans Try to persuade readers to go out immediately and buy the new fashion. Don’t forget about selective advertising. Choose your methods of advertising goods.

UNIT IV

16

COMMUNICATION CLOSE-UP AT

GENERAL MILLS

Ex.1. Glossary. Read and memorise the words and expressions. Consumer, n. [kə n 'sju:mə ] – по требитель Handle, v. ['hæ ndl] – перебирать; о бх о диться, о бращ аться с Refund, n. ['rı:fand] – во змещ ение (расх о до в); во звращ ение(денег) Consistent, adj. [kə n 'sıstə nt] – по следо вательны й Customize, v. [] – по дго нять, удо влетво рятьтребо ваниям заказчика Compose (to be composed о f), v. [kə m 'pə uz] – со ставлять, со стоять Confer, v. [kə n 'fə :] – о бсуж дать, со вещ аться Guideline, n. ['gaıdlaın] – директива, руко во дящ ие указания; о бщ ий курс Respondent, n. [rıs 'pondə nt] – о твечающ ий In the meantime, adv. ['mı:n 'taım] – тем временем, меж дутем Ex.2. Complete the table. ACTION PERSON consume consumer inquire sponsor sponsor require respond respondent use employ / interview interviewer / interviewee applicant consult

THING inquiry requirement use employment application consultation

Ex.3. Read and translate the text. “Dear Betty Crocker,” the letter began. “I’ve just moved to Leadville, Colorado. How will the altitude affect my recipes?” “There was a whole box of recipes, but we helped with all of them,” recalls Irma Cameron, manager of consumer relations for General Mills in Minneapolis. “We searched our files, and when they weren’t enough, we went to our test kitchens to check on things like whether to add more liquid.” Every year Irma’s department receives 200,000 consumer inquiries – by letter, by phone, and even, on occasion, in person. Few require as much research as the one from Leadville, but all receive the same careful attention. Nine people (out of a staff of 21) handle inquiries about product and recipe performance – and incidentally field most of the telephone calls that come in. A small group handles requests for refunds from consumers who are dissatisfied with a product. And one person specializes handling inquiries about TV programs sponsored by General Mills.

17

General Mills gets a large number of letters on the same subjects. Nevertheless, Irma makes sure her staff pays attention to the individual variations in each. They have found that the most important thing in answering any inquiry is truly to answer it. So Irma and her staff make a point of thinking about each inquirer as an individual. As she says, “We try to address every person’s particular needs.” And yet, respondents must answer similar inquiries in a consistent fashion. To achieve precisely this mix of individuality and consistency, General Mills has developed a computerized system of 1,200 sample paragraphs. Working with word processors, Irma explains, “respondent can pull paragraphs and then customize them for each individual consumer.” Approximately 80 percent of all correspondence can be answered this way. “But we leave in enough variables so that any letter you receive from us will not sound like a form letter.” And letters are all hand-signed by the respondent. The average turnaround time for a letter is three to five days. If a response is going to take longer, “we often just call up the consumer in the meantime,” says Irma. The 20 percent of the letters that are composed о f scratch obviously require more time and effort. At weekly meetings, the respondents confer about unusual letters, evaluating the inquirers` needs and deciding on the basic thrust of the replies. To be certain the responses are acceptable to General Mills’ management, the correspondents check out company policy with other parts of the corporation and consult the company`s published guidelines. Armed with the necessary information and policy guidelines, the respondents answer the nonroutine letters in a style suited to their subject matter. For example, a man who lamented, tongue in cheek, that his Nature Valley Granola didn`t sign and dance, even when he shone a flashlight on it, received a similarly whimsical response. A complaint about a TV special, on the other hand, received a thoughtful, positively phrased explanation of the sponsorship decision, together with an assurance that the writer`s concern had been conveyed to those responsible for advertising. The respondents have worked for General Mills an average of 10 to 11 years, and most have a homemaking background. A knowledge of recipes although helpful, is not critical. What is most important is the ability to write a letter that responds to the recipient`s needs. Ex.4. Comprehension. Answer the following questions. 1) 2) 3) 4) 5) 6) 7) -

What does General Mills mean? What is it? What is the main subject of the letters addressed to General Mills? What is the most important thing in answering any inquiry? What has General Mills developed and why? Do they always answer in a written form? What do they confer about at weekly meetings? Explain the meaning of the following phrases: few requires as much research as the one from Leadville recipe performance to answer similar inquires in a consistent fashion average turnaround time for a letter

18

-

to be composed from scratch tongue in cheek sponsorship decision

Ex.5. Explain in what way the choice of words changes the meaning. 1) 2) 3)

Are you a new trainer / trainee? Look at the interviewee / interviewer when you speak. Who is the new employer / employee in our company?

Ex.6. Complete the following passage using the words from the list below. A climate B clarify C career D depend on E delegate F equipped G facilitate H hierarchy I interactions J informal K improve L link M limit N management O response P skills Q weaknesses Communication, the (1) _____ between an organization and its members, is essential to the organization’s major functions. When you understand how the organization communicates, you are (2) _____ to become a productive member of the group. Communication also facilitates (3) _____ among management, employees, customers, suppliers, financiers, and government officials. Communication occurs through both formal and informal channels and flows up and down the hierarchy, as well as across the line of authority. Open communication patterns encourage links among all members of the organization and (4) _____ complex activities that require creativity. Tightly controlled communication patterns that (5) _____ an official hierarchy are well suited to situations that call for a rapid (6) _____. An organization’s communication (7) _____ is affected by the corporation’s management style and ethics. Given the volume of messages flowing into, around, and out of modern organizations, communications (8) _____ has become an issue. In many organizations many managers are encouraged to (9) _____ the number of messages, (10) _____

19

communication assignments, (11) _____ responsibility for writing and speaking, and build employees` communication (12) _____ . Many organizations have also developed plan for communicating during times of crisis. Regardless of where you work or what you do, communication will play a part in your career. By analyzing your strengths and (13) _____, setting realistic goals and practicing different types of communication you can (14) _____ your verbal and written communication skills.

UNIT V WRITING TASK

20

Communication in business Ex.1. Discuss different types of communication in business: -

letters telexes telephone conversations business talks public speaking

Ex.2. Here is a specimen business letter sent by the bank to its customer. Study it and do the following exercises. SERGUEI FOURSOV NIZHNYA 114 VORONEZH RUSSIA

Dear customer, As you know, the Spanish tax authorities have imposed a new proof-of-residency form on the banking industry, by Ministerial Order of 9/12/99, for those customers maintaining non-resident accounts. This document, entitled “Declaracion de Residencia Fiscal”, joins for the other previously existing forms (Consular Certificates for Spaniards living outside of Spain, Non-resident Certificates for foreigners and/or the Lortad Authorisation – letter of authorization for requesting certificates or residency). Given that the two-year validity of your “Declaracion de Residencia Fiscal” is about to expire, we urge you to sign and return this form in the enclosed envelope within two months of the date of this letter. If said declaration is not received before that date, the corresponding tax rate on earned interest will be made in accordance with the previously mentioned Ministerial Order. Keep in mind that this document shall serve to authorize your non-resident status such that account withholdings are not applied and you may continue to enjoy the same tax benefits as before. In short this document is a declaration made by you, certifying that your tax residence is in a country other than Spain, and that this address corresponds with that entered on the signed document.

21

This declaration shall be valid for two years, at the end of which time it must be renewed. If there is a change in your non-resident status during that time, it should be reported to us so that the new situation may be noted in our records. As always, we are at your complete disposal to answer any questions related to this or any other affairs in our Spanish and foreign offices. Truly yours,

BANCO BILBAO VIZCAYA ARGENTARIA, S.A. P.P.

Ex.3. Insert the correct prepositions. 1) Tax authorities have imposed a new proof-of-residency form _____ the banking industry. 2) The two-year validity _____ your “Declaracion de Residencia Fiscal” is about to expire. 3) Return this form in the enclosed envelope _____ two month _____ the date of this letter. 4) The corresponding tax rate _____ earned interest will be made _____ accordance with the previously mentioned Ministerial Order. 5) This document is a declaration made _____ you. 6) This address corresponds _____ that entered on the signed document. 7) This document shall be valid _____ two years. 8) If there is a change _____ your non-resident status, it should be reported _____ us, so that the new situation may be noted _____ our records. 9) We are _____ your complete disposal to answer any questions related _____ this or any other affairs. Ex.4. Answer the following questions. 1) 2) 3) 4) 5) 6) 7) 8) time?

What is the type of the letter? What is the style? Give your grounds. Who is it addressed to? Is Mr. Foursove a resident in Spain? What is the message of this letter? Why does he need to sign this declaration? How long will it be valid for? What should be done if there is a change in non-resident status during that

Ex.5. Writing task.

22

Write a similar letter, using the following expressions: to apply sanctions against smbd punitive sanctions rate of interest bank rate decline/increase in interest rate to expire to urge to renew to be valid for to earn/lose interest to default

23

С о ставители:М уко внико ваЕ . М ., Л о бакинаЕ . В ., Н етесо ваЯ . В . Редактор: БунинаТ . М .