- •Экономический английский
- •Contents
- •Раздел 1……………………………………………………………………..450
- •Раздел 2…………………………………………………………………..…455
- •Раздел 3……………………………………………………………………..473 Предисловие
- •Методическая записка
- •Part 1 Unit 1
- •1. Business Is Booming Almost Everywhere
- •Vocabulary:
- •2. Lada Can Hear Its Rivals Gaining AvtoVaz' dominance faces a serious threat as foreign car plants spring up in Russia
- •Slow off the mark
- •Vocabulary:
- •3. Can Stringer stop Sony malfunctioning?
- •Vocabulary:
- •4. Carmakers Eye Romania Factory
- •Vocabulary:
- •5. Privatisation Plan for Swisscom
- •Vocabulary:
- •6. Siemens Steps up China Growth
- •Vocabulary:
- •7.Hsbc usa Posts Robust Earnings
- •8.Hidden Value Let Loose Chipmaker Freescale, spun from Motorola, is a prime example of the power of spin-offs
- •9. Philip Morris Moves To Boost Food Unit
- •10. Japanese May Aid Chemicals Industry
- •12. Azucarera Agrees To Acquire Puleva In 590 Million Deal
- •14.Poison Pill Defence For News Corp
- •Part 1 Unit 2
- •Section 1 producing the goods lead-in
- •15. Japan's Production Increases But Analysts Expect Slowdown Soon
- •Vocabulary:
- •16. Manufacturing And the Price of Outsourcing
- •Vocabulary:
- •17.JpMorgan Steps up Indian Offshoring
- •Vocabulary:
- •Section 2 costs and expenses, economies of scale
- •18. Eu Farm Agreement Reached, But Budget Questions Linger
- •Vocabulary:
- •19. Hitachi Raises Flat-panel tv Profile
- •Vocabulary:
- •20. Honda's 2nd Quarter Net Fell 8.5%
- •Vocabulary:
- •21. Ford Posts Record Results in Third Quarter
- •Vocabulary:
- •22. Ericsson Upbeat Despite Drop in Profits
- •Vocabulary:
- •Vocabulary
- •23. Latin America Starts to Compete
- •Its businesses are in better shape than its balance of payments might suggest
- •Vocabulary:
- •24. Bankless Banking
- •Vocabulary:
- •Stolen Jobs?
- •Vocabulary:
- •Part 1 Unit 3
- •Section 1 key economic indicators lead-in
- •Vocabulary
- •Vocabulary practice
- •Texts to translate:
- •25. Eurozone Recovery Boosts Confidence
- •Vocabulary:
- •26. Is the u.S. Current Account Deficit Sustainable?
- •Vocabulary:
- •27. Data Show Europe's Economies Are on Separate Paths
- •Vocabulary:
- •28. Dormant for Now, Inflation Shows Signs of Awakening
- •Vocabulary:
- •29. Will This Slowdown Be Satisfactory?
- •Vocabulary:
- •Section 2 boom and bust lead-in
- •Vocabulary
- •Vocabulary practice
- •Texts to translate:
- •30. Losing Balance and Monentum?
- •Vocabulary:
- •31.The Next Downturn
- •Vocabulary:
- •32. The Economy Is Too Darn Hot
- •Vocabulary:
- •Section 3 record highs and record lows; ups and downs lead-in
- •These words are used to talk about prices when they rise by larger amounts or increase quickly or sharply: jump, leap, roar ahead (up), rocket, shoot ahead (up), skyrocket, soar, surge (ahead);
- •Vocabulary
- •Vocabulary practice
- •33. Russia's booming economy
- •It's not about just oil and gas
- •Saving and spending
- •Home grown
- •Too fast to last
- •Vocabulary:
- •34. Euro-Zone Prices May Heat Up Soon
- •Vocabulary:
- •35. Rise In Orders Fails to Lift Economy Gloom
- •Section 4 money management lead-in
- •Vocabulary
- •Vocabulary practice
- •Texts to translate:
- •36. Tightening Has Begun To Take Hold
- •Vocabulary:
- •37. From t-shirts to t-bonds
- •Vocabulary:
- •38. G7 Cautions on Inflationary Pressures
- •Vocabulary:
- •39. Bank of Japan Pressed to Ease Monetary Policy
- •Vocabulary:
- •40. Fed Report Shows Economy Remains Robust
- •Vocabulary:
- •The Asian Crash
- •Vocabulary:
- •Part 1 Unit 4
- •Section 1 sellers, buyers, consumers, and key players lead-in
- •Vocabulary
- •Vocabulary practice
- •Texts to translate:
- •41. From Market Driven to Market Driving
- •Vocabulary:
- •42. Cadbury Shakes up Its us Drinks
- •Vocabulary:
- •Section 2 marketing mix and target markets lead-in
- •Vocabulary
- •Vocabulary practice
- •Texts to translate:
- •43. Saturated Retail Market Could Limit Expansion
- •44. Mobile Market Expanding Rapidly in India Country adding five million new wireless connections per month
- •Vocabulary:
- •Section 3 products, services and brands; upmarket and downmarket lead-in
- •Vocabulary
- •Vocabulary practice
- •Texts to translate:
- •45. Lg's White-Hot White Goods
- •Vocabulary:
- •46. A Brand New Opportunity In the Empty Nest
- •Vocabulary:
- •47. Everybody Loves a Winner — or do they?
- •Section 4 advertsing and promotion lead-in
- •Vocabulary
- •Vocabulary practice
- •Texts to translate:
- •48.Colgate Glides Past Stumbling Competitors
- •Vocabulary:
- •49. Electrolux Blames Fall on Paranoia
- •Vocabulary:
- •Chinese Imports Prompt Posco Discounts
- •Part 1 Unit 5
- •Financial instruments and stock exchanges section 1 raising finance lead-in
- •Texts to translate:
- •50. Stocks in trade
- •Vocabulary:
- •51. Ipsen ipo marks Paris high point
- •52. Swiss Machine Tool Group in ipo
- •Section 2 market players. Trading on the markets lead-in
- •53. Siemens Seeks us Expansion as adRs Launch
- •Vocabulary:
- •54. Bear Markets
- •Vocabulary:
- •Section 3 unveiling results lead-in
- •54. Russian Stocks Climb to Record
- •55. Treasury Prices Fall as Investors Return to Stocks Rally in Equities Markets Puts Pressure on Bonds
- •Vocabulary:
- •Vocabulary:
- •Section 4 derivatives lead-in
- •Vocabulary practice
- •Text to translate:
- •57. Future Perfect
- •Vocabulary:
- •Section 5 wrongdoing, corruption, insider dealing lead-in
- •Vocabulary practice
- •Text to translate:
- •58. Soros found guilty of insider trading
- •59. Toyota Faces Insider Trading Probe Around Share Buyback
- •Vocabulary check
- •Investors shun Fibernet after rights issue
- •1. What was the strategic decision that required the capital Fibernet raised from the rights issue?
- •2. Using evidence from the text and your own knowledge, explain why you think that Fibernet used a rights issue of shares rather than taking out long-term loans.
- •3. Examine the likely reaction of shareholders to this financing decision in:
- •Vocabulary revision – unit 5
- •Part 1 Unit 6
- •Section 1 types of accounting and the basic accounting equation lead-in
- •Vocabulary
- •60. The Power of Four
- •Imbalance sheet
- •Vocabulary:
- •Section 2 the balance sheet
- •Balance Sheet for Wal-Mart
- •61. Bank Reform in Japan
- •Vocabulary:
- •62. Asset Finance
- •Vocabulary:
- •Section 3 financial statements and the bottom line lead-in
- •63. Strong Fundamentals and Fundamental Analysis
- •Vocabulary:
- •Section 4 bankruptcies lead-in
- •Vocabulary
- •64. Bankruptcies reach another record
- •Vocabulary:
- •65. Bad Debts Build up at Lloyds tsb
- •66. Poor Planning
- •Vocabulary:
- •67. Turkey Outlines New Package of Radical Structural Reforms
- •Vocabulary:
- •Europe's Enron
- •Part 1 Unit 7
- •Section1 company structure lead-in
- •68. Tough at the top
- •Vocabulary:
- •69. Fit for Hiring? It’s Mind Over Matter
- •Vocabulary:
- •70. The Truth About Work
- •Vocabulary:
- •71. The new global shift
- •Vocabulary:
- •72. Firing the Boss
- •Vocabulary:
- •73. In the money
- •Vocabulary:
- •74. The rewards of failure
- •75. Executive Pay Soars But May Have Peaked
- •Mitsubishi Motors to rejig structure
- •Part 1 Unit 8
- •76. The physical internet
- •21St-century clippers
- •77. Negotiation Strategies
- •Vocabulary:
- •Troubled Waters
- •Part 1 Unit 9
- •78. Royal Insurance
- •Vocabulary:
- •79. Insuring for the future?
- •80. Papers, papers everywhere
- •Shop Around for the Best Car Insurance
- •Vocabulary:
- •Методические рекомендации
- •Основы реферирования и аннотирования. Практические рекомендации
- •Part 2 Unit 1
- •One world?
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make an annotation on the text. Expand the debate on globalisation
- •Vocabulary:
- •1. Read the text and outline the key points.
- •2. Translate the text.
- •3. Make a précis and an annotation on the text. Global capitalism, r.I.P.?
- •Vocabulary:
- •«Globalisation»
- •Part 2 Unit 2
- •Trade winds
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make an annotation on the text. The Harsh Truth About Outsourcing
- •It’s not a mutually beneficial trade practice – it’s outright labor arbitrage
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make a précis and an annotation on the text. The race for the bottom
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make a précis and an annotation on the text. Spoiling world trade
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make an annotation on the text. Nothing’s free in this world
- •Vocabulary:
- •«World Trade»
- •Part 2 Unit 3
- •Bearing the weight of the market?
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make a précis and an annotation on the text. The future of the state
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make an annotation on the text. Are the poor different?
- •Vocabulary:
- •1. Translate the text.
- •2. Make a précis and an annotation on the text. Globalisation and tax
- •Shopping around
- •Vocabulary:
- •1. Translate the text.
- •2. Make an annotation on the text.
- •Inflation is dead
- •Vocabulary:
- •«Inflation»
- •Part 2 Unit 4
- •The “euro”
- •Vocabulary:
- •1. Translate the text.
- •2. Make an annotation on the text. Asking for trouble
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make an annotation on the text. The Perils of Partnership
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make a précis and an annotation on the text. Euro Blues
- •In search of reality
- •Vocabulary:
- •«Europe. Economic and Monetary Union» Topics for discussion
- •Part 2 Unit 5
- •Worldbeater, inc.
- •Vocabulary:
- •1. Translate the text.
- •2. Make an annotation on the text. Behind america’s small business success story.
- •Vocabulary:
- •1. Translate the text.
- •2. Make an annotation on the text. Thoroughly modern monopoly
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make a précis and an annotation on the text.
- •Vocabulary:
- •«Business and Businesses» Topics for discussion
- •Part 2 Unit 6
- •Instant coffee as management theory.
- •Vocabulary:
- •1. Translate the text.
- •2. Make an annotation on the text. Why too many mergers miss the mark
- •Vocabulary:
- •1. Read the text and answer the questions on it:
- •2. Make a précis and an annotation on the text. Johannesburgers and fries.
- •Vocabulary:
- •«Management. Marketing». Topics for discussion
- •Part 2 Unit 7
- •A smoother ride, but less fun
- •Vocabulary:
- •1. Translate the text.
- •2. Make an annotation on the text. Dancing in Step
- •Individual stockmarkets are increasingly being driven by global rather than local factors
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make an annotation on the text.
- •Investors in south-east asian equities
- •Vocabulary:
- •1. Read the text and outline the key points.
- •2. Translate the part “Do you want to be in my band?” from English into Russian.
- •3. Make a précis and an annotation on the text. Fixed and floating voters
- •Vocabulary:
- •1. Translate the text.
- •2. Make an annotation on the text. The uneasy crown
- •Making their case
- •Old hands
- •When the credit stops
- •Vocabulary:
- •«Financial Markets». Topics for discussion
- •Part 2 Unit 8
- •How safe is your bank?
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make a précis and an annotation on the text. The Collapse of Barings
- •Vocabulary:
- •1. Read the text and outline the key points.
- •2. Translate the part “Liquid refreshments” from English into Russian.
- •3. Make a précis and an annotation on the text. Central banks on the trail of the mutant inflation monster
- •Vocabulary:
- •1. Read and translate the text.
- •2. Make a précis and an annotation on the text. Monopoly Power Over Money
- •Vocabulary:
- •1. Read the text and outline the key points.
- •2. Translate the part “Spot the trend” from English into Russian.
- •3. Make a précis and an annotation on the text. The lloyds money machine
- •Vocabulary:
- •1. Read the text and outline the key points.
- •2. Translate the part “Old news” from English into Russian.
- •3. Make a précis and an annotation on the text. Rattling the piggy bank
- •Vocabulary:
- •Лексико-грамматические трудности перевода экономических текстов с английского языка на русский.
- •Лексико-грамматические трудности перевода экономических текстов с английского языка на русский.
- •Методическая записка
- •Раздел 1. Сущность процесса перевода. Словарь и словарные соответствия. Узкий и широкий контекст.
- •Раздел 1
- •Раздел 1
- •§1 Определение перевода
- •§2 Словарь и словарные соответствия
- •§3 Узкий и широкий контекст
- •Раздел 2
- •Раздел 2
- •§1 Перевод некоторых категорий слов
- •1.1 Термины
- •1.2 Сложные слова
- •1.3 Неологизмы
- •1.4 Имена собственные и географические названия
- •1.5 Названия организаций, учреждений, компаний и их сокращения
- •1.6 Интернациональные слова. Псевдоинтернациональные слова. Понятие коннотации слова
- •§2 Перевод сложных атрибутивных конструкций
- •§3 Перевод заголовков
- •§ 4 Лексические трансформации в процессе перевода
- •4.1 Дифференциация и конкретизация значений
- •4.2 Генерализация значений
- •4.3 Смысловое или логическое развитие при переводе
- •4.4 Антонимический перевод
- •4.5 Добавления и опущения слов в процессе перевода
- •§ 7 Способы передачи некоторых стилистических особенностей в процессе перевода
- •Раздел 3
- •§ 1 Выбор грамматической конструкции при переводе
- •§ 2 Порядок слов
- •§3 Модальные и вспомогательные глаголы
- •3.1 May (might)
- •3.2 Must
- •3.3 Should
- •3.5 Have to
- •3.6 Can (could)
- •§4 Инфинитив
- •4.1 Инфинитив в различных функциях
- •4.2 Инфинитивные конструкции
- •§ 5 Герундий
- •5.1 Герундий в функции обстоятельства
- •5.3 Герундиальный комплекс
- •§6 Причастие
- •6.1 Причастие в различных функциях
- •6.2 Причастные конструкции
- •6.3 Абсолютная причастная конструкция с предлогом with
- •6.4 Причастие в функции союзов и предлогов
- •§7 Страдательный залог (пассив)
- •§ 8 Оборот it is (was)… who (that, when и т.Д.)
- •§ 9 Служебные слова
- •9.1 Since
- •9.2 While
- •9.5 Once
- •9.6 Well
- •§ 10 Артикль
- •10.1 Определенный артикль
- •10.2 Неопределенный артикль
- •§ 11 Сослагательное наклонение
- •§12 Эллиптические конструкции
- •§ 13 Обзорные упражнения
- •Список использованной литературы
Vocabulary:
merger
|
слияние |
to lag behind
|
отставать, оставаться позади |
acquirer |
компания, приобретающая контрольный пакет акций другой компании |
«absorption» acquisition |
«поглощение», приобретение (одной компанией другой) |
«presentation» acquisition |
«представительское» приобретение (одной компанией другой) |
«symbiotic» acquisition |
«симбиотическое» приобретение (одной компанией другой) |
botched deal
|
плохо продуманная сделка |
synergy |
синергия, полная интеграция деятельности двух компаний |
hostile takeover
|
«враждебное» поглощение |
leveraged-buyout (LBO) |
покупка контрольного пакета акций за счет заемных средств (финансируется выпуском новых акций или с помощью кредита) |
«soft stuff»
|
зд. неформальные аспекты деятельности компании |
«integration strategy»
|
стратегия интеграции |
chain-of-command |
цепь инстанций |
Text C
1. Read the text and answer the questions on it:
1. What were McDonald’s efforts to break into South Africa?
2. Do they McDonald’s rely too heavily on their powerful brand?
3. Do local brands and tastes matter in fast-food business?
2. Make a précis and an annotation on the text. Johannesburgers and fries.
If the managers of any food brand could be forgiven for arrogance, it would be those at McDonald’s. Last year, the burger-chain’s trademark was rated the world’s top brand by Interbrand, a consultancy, beating Coca-Cola into second place. McDonald’s operates over 21,000 fast-food restaurants in 104 countries. Its golden arches overlook piazzas and shopping malls from Moscow to Manila.
In recent years, faced with greater competition in the United States, the company has increasingly relied on overseas markets as a source of profits. Managers at McDonald’s pride themselves on knowing how to adapt the Big Mac to local markets, whilst promoting the same basic idea: good, fast food served in clean surroundings by a company with a strong family brand.
In 1995, as part of this overseas empire-building, McDonald’s made its first venture into sub-Saharan Africa, the last frontier of emerging markets. The company began its trek on the southern tip, in South Africa. But the journey across the country turned out to be more difficult than managers had expected. It even raises questions about the invincibility of the famed McDonald’s brand.
Like many American multinationals, McDonald’s had long had its eye on the South African market, but waited until the end of apartheid before it felt ready to enter. During the 1980s, the strong anti-apartheid lobby in America, combined with federal, state and local trade sanctions, made the prospect of investing in South Africa a big public-relations risk. Under such pressure, several American companies already trading there had left the country. Others, including McDonald’s, stayed well away.
But McDonald’s was only biding its time. It had registered its world-famous trademark in South Africa as early as 1968. In 1993, a year before South Africa’s first non-racial general election, McDonald’s finally decided to press ahead with an investment in the country.
However, by the time the first McDonald’s restaurant opened in 1995, it was clear that the American giant was entering a rather unusual market. Its forays into other emerging markets around the world had generally been successful. But South Africa did not fit the typical formula: it had already developed a first-world consumer industry in almost complete commercial isolation, behind the shelter of sanctions and its own protective tariffs. Thus cosseted, South Africa’s fast-food companies had built up several strong home-grown brands, specifically catering to South African tastes. Nobody at McDonald’s realised how difficult it would be to break in.
The first sign that South Africa might give McDonald’s some indigestion came in mid-1993, when the company discovered that a local trader had applied both to register the “McDonald’s” trademark for his own use, and to have the American company’s rights to the trademark withdrawn (its trademark registration had technically expired). McDonald’s instantly filed a case against the trader, and applied to re-register the trademark for itself.
At the time, the company’s managers did not expect the lawsuit to be too much of a bother. As one of the world’s leading brands, by then running fast-food restaurants in dozens of countries worldwide, McDonald’s was plainly associated with the trademark around the globe and could reasonably expect the South African courts to protect it from look-alikes. Although its trademark registration had expired in the country, there were good reasons for this. McDonald’s argued, under a clause in South African law, that “special circumstances” had prevented it entering the market: namely, trade sanctions against South Africa and pressure from the antiapartheid lobby in America.
When the case came to the Supreme Court, in October 1995, things did not turn out quite the way McDonald’s had expected. Three cases, in fact, were heard at the same time. Two were brought by South African traders, Joburgers Drive-Inn Restaurant and Dax Prop, each of which already ran a fast-food restaurant under the name “MacDonalds” and each of which wanted to deprive McDonald’s of the right to trade under that name. The third case was brought by McDonald’s, which was suing the other companies for using and imitating its brand.
The cases rested on two questions. The first was whether McDonald’s was a “well-known mark”. If it was, then the company would be instantly entitled to protection from imitation by local traders, and the impostors would have to pack up shop. The second was whether McDonald’s claim of “special circumstances” could be justified.
For McDonald’s managers, the answer to the first question was self-evident. Though they recognised that South Africa had a relatively sophisticated fast-food industry of its own, with many brands of beef- and chicken-burgers, the idea that such a famous global brand might not be well-known on the southern tip of Africa seemed preposterous.
As part of its defence, McDonald’s presented the results of two market-research surveys conducted in South Africa to show that the brand was well-known. Both confirmed that a large majority of those interviewed had at least heard of the name, and over half were both aware of the brand and could recognise the McDonald’s logo. Which was all very well, said the judge presiding in the Supreme Court case, but the surveys were conducted among whites living in posh suburbs and could “by no stretch of the imagination be regarded as representative of the entire South African population”, 76% of which is black. The judge took an equally dim view of other evidence presented by McDonald’s, and threw its case out.
What of the second question, concerning the firm’s claim that “special circumstances” had kept it out of South Africa’s market? McDonald’s had first registered its trademark in South Africa in 1968, and then renewed it at regular intervals until 1985. Under South African law as it stood at the time, a company lost its right to the trademark if it languished unused on the books for five years, unless there was a good reason.
Again, the judge was unconvinced. He did not believe that “special circumstances” - pressure from anti-apartheid groups and sanctions - were the real reasons that McDonald’s had left its trademarks unused for so long: “there is no explanation for the failure to commence business in South Africa,” he declared, “other than the fact that South Africa simply did not rank on McDonald’s list of priorities.”
These legal setbacks were embarrassing but temporary. McDonald’s was allowed to press ahead with opening restaurants whilst it prepared its case for the Appeal Court. In 1996 the American burger chain won this second battle: the Appeal Court, in essence, applied a less strict test of what it meant to be well-known in South Africa, and accepted the evidence in the two surveys because it thought that whites represented McDonald’s target market.
Although the direct financial effect of the first court decision was negligible, the case was a harbinger of the sort of trouble that McDonald’s was to encounter throughout South Africa. It was also the first inkling that South Africans might not regard the Big Mac with the same reverence that Americans do.
McDonald’s has made changes to its menu to cater to local tastes elsewhere in the world. Last year, it launched its first restaurants in India. To respect local custom, the menu there did not include beef. Instead, there was a novel item: the Maharaja Mac, made with mutton but served in the McDonald’s sesame-seed bun. In South Africa, however, the firm judged that the market was not different enough to merit introducing changes from the start; it would wait instead to see how well the standard McDonald’s menu went down.
McDonald’s experience in South Africa shows how even the strongest brands from developed countries cannot expect to trample all before them in developing ones - particularly when consumers can choose established local alternatives. McDonald’s has also run into trouble in the Philippines, where a popular local fast-food firm, called Jollibee, has so far trounced it with a distinctively Asian menu that includes burgers and rice.
Many observers would bet that, through the sheer power of its marketing, McDonald’s will eventually barge into South Africa and other emerging markets. But given that the owner of “the world’s leading brand” has had such trouble, western companies with a less recognisable trademark might think twice before following its example.