текст по английскому стр

После глаголов to finish, to go on, to enjoy, to excuse, to forgive, to mind, to imagine, to give up, а также после словосочетаний: it’s worth, to feel like, look like употребляется только герундий.

Из вышеперечисленных примеров видно, что герундий может переводиться на русский язык отглагольным существительным, неопределенно-личной формой глагола,

деепричастием и придаточным предложением.

Герундий в сочетании с существительным в общем или притяжательном падеже или местоимением в притяжательном или объектном падеже образует герундиальный

оборот, выполняющий любую функцию в предложении, свойственную герундию. На русский язык данный оборот переводится придаточным предложением с союзами что,

чтобы с предшествующими ему местоимениями то, тем что, как.

Thank you for your answering my letter. Спасибо за то, что ответил на мое письмо.

I dislike my relatives’ interfering in my affairs. Мне не нравится то, что родственники вмешиваются в мои дела.

3.1. Переведите на русский язык следующие словосочетания.

a)a smiling girl, playing children, a writing boy, a falling tree, a laughing baby, a sleeping man, a walking couple, a running sportsman, a developing country, a crying child, reading audience;

b)a broken cup, a translated text, an unanswered letter, an opened window, a closed door, an occupied room, a written letter, a fallen tree, a discussed problem, produced goods, a cooked dinner, a surprised man, a developed country.

3.2. Определите форму и функцию причастия в следующих предложениях. Переведите их на русский язык.

1. This is a book so much spoken about. 2. Having realized that she had missed the train the woman began to walk slowly. 3. The method followed by our scientist was not simple. 4. She was walking slowly stopping sometimes to have a short rest. 5. Having found no one at home he went to his neighbors. 6. A letter lying on the table must be posted. 7. If he asked he will explain everything. 8. We came up to the crying girl to ask where her mother was. 9. I saw him working in the garden. 10. I heard them speaking in the next room.

3.3. Определите форму и функцию инфинитива в следующих предложениях. Переведите их на русский язык.

1. He can’t help you. 2. My son likes to read books. 3. I wanted to answer the letter but then I forgot. 4. The captain was the last man to leave the ship. 5. It is necessary for you to know

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the truth. 6. To save the child he rushed into the burning house. 7. Tom seems to be writing something. 8. He seems to have been writing for an hour already. 9. We saw the guests enter the house. 10. He is considered to be a clever man. 11. My sister seems to enjoy her trip very much.

3.4.Определите форму и функцию герундия в следующих предложениях. Переведите их на русский язык.

1. He finished speaking and sat down. 2. Stop arguing and start working. 3. The children prefer watching TV ti reading. 4. Walking is very useful. 5. I had no hope of meeting her here.

6. On seeing her parents the girl laughed. 7. He is thinking of leaving his job and going to America. 8. Did you hear of John’s having been sent abroad? 9. She is looking forward to reading a new book. 10. Grammar is the art of speaking, reading and writing.

3.5.Употребите одну из форм герундия или инфинитива. Переведите предложения на русский язык.

1. I wish (see) the manager. 2. It is no use (wait). 3. I’m looking forward to (see) you. 4. Don’t forget (lock) the door before (go) to bed. 5. My mother told me (not, speak) to anyone about it. 6. He tried (explain) but she didn’t want (listen). 7. Would you mind (show) me how the lift works. 8. The boys like (play) tennis but hate (do) lessons. 9. He surprised us all by (go) away without (say) “Good-bye”. 10. Please, go on (write), I don’t mind (wait). 11. The doctor advised him (give up) (smoke). 12. I advise you (start) (look) for a flat at once. 13. After (discuss) the matter for an hour the committee left without (reach) any decision. 14. Most people prefer (spend) money to (learn) it. 15. It’s no good for children (eat) too many sweets.

3.6. Употребите одну из неличных форм: инфинитив, герундий, причастие. Переведите предложения на русский язык.

1. He offered (lend) me the money. I didn’t like (take) it but I had no other way out. 2. What was in the letter? I don’t know. I didn’t want (open) it as it wasn’t addressed to me. 3. He heard the clock striking seven and knew it was time for him (get up). 4. I can hear the bell (ring) him but nobody seems (be coming) (open) the door. 5. Did you advise him (go) to the police? – No, I didn’t like (give) any advice on such a difficult matter. 6. I’m not used to (drive) on the left. 7. It’s pleasant (sit) by the fire at night and (hear) the wind (blow0 outside. 8. It’s no use (write) to him, he never answers letters. The only thing (do) is (go) and (see) him. 9. Ask him (come) in. Don’t keep him (stand) at the door.

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UNIT IV. Supplementary Reading Section NESTLE SA

Nestle SA, multinational manufacturer of food products. It is headquartered in Vevey,

Switzerland, and has 449 factories in 86 countries around the world. Neslle’s chief products are condensed and powdered milk; baby foods; cheeses; chocolate products; candies; instant coffees and teas; soups; seasonings and condiments; preserved and canned meats, fruits and vegetables; frozen foods; ice cream; bottled water; and wine. The company also produces pharmaceuticals and cosmetics in addition to running restaurants and hotels.

The company dates to1867, when two separate Swiss enterprises were founded that would later form the core of Nestle. In August of that year, Charles and George Page, brothers from

United States, established the Anglo-Swiss Condensed Milk Company in Cham, Switzerland. In September, in nearby Vevey, Henry Nestle developed a milk-based baby food and soon began marketing it. In the succeeding decades both enterprises aggressively expanded their businesses throughout Europe and the United States. Henry Nestle retired in 1875, but the company, under new ownership, retained his name as Societe Farine Lactee Henry Nestle. In 1877 Anglo-Swiss added milk-based baby foods to its products, and the following year firms became direct and fierce rivals.

In 1905, however, the companies merged to become the Nestle and Anglo-Swiss Conden sed Milk Company, a name retained until 1947, when the name Nestle Alimentana SA was adopted as a result of the acquisition of Fabrique de Produits Maggi SA (founded 1884) and its holding company, Alimentana SA of Kempttal, Switzerland; Maggi was a major manufacturer of soup mixes and related foodstuffs. The company shortened its name to the present one in 1977.

From the beginning of the century the Nestle Company began diversifying. In 1904 it bought chocolate rights that would eventually result in products under the Peter, Kohler and Cailler brands. In 1927 it acquired rights from the cheesemakers Gerber & Company AG. In 1937 the company invented instant coffee, which it began producing under the name Nescafe the following year. In 1960 it acquired control of Crosse& Blackwell (founded 1830 and affiliated companies in Great Britain, Australia, South Africa, the United States, and elsewhere. By

1970 it had acquired majority control of Libby, McNeil & Libby (founded 1863), headquartered in Chicago. In 1973 it acquired the Stouffer Corporation of Cleveland. In 1984 Nestle’s improved bottom line allowed the company to launch a new round of acquisitions, notably

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American food giant Carnation in California and the British confectionary company Rowntree Mackintosh in 1988, which brought the Willy Wonka brand – among others – to Nestle.

The first half of the 1990s proved to be favorable for Nestle. Trade barriers crumbled, and world markets developed into more or less integrated trading areas. Since 1996, there have been various acquisitions. At the end of 2010, Nestle held 29,7 % of the shares of L’ Oreal, the world’s largest company in cosmetics and beauty.

Nestle is the biggest food company in the world, with a market capitalization of roughly 191 billion Swiss francs, which is more than 200 million US dollars.

MODULE 3. THE WORLD OF MY PROFESSION

Unit I. Reading and Speaking Section

Text 1 ESSENTIALS OF MARKETING

What is marketing? Marketing is the process responsible for identifying, anticipating and satisfying customer requirements profitably.

What is ‘the marketing mix’? The marketing mix is made up of four components, sometimes called the four Ps. These are:

1.Product: the firm has to identify what products the consumer wants and the way existing products can be adapted to meet consumer preferences more successfully.

2.Price: a firm has to decide on its pricing policy for list prices, discount for bulk-buying and interest-free credit. A low price may make consumers suspicious (‘cheap and nasty’) or the low price may be thought of as a bargain (‘cheap and cheerful’). If the price of the product is too high then the company may be pricing itself out of the market. If the price of the product is higher than what competitors are charging then it must be justified in some way, e.g. because the quality of the product is higher.

3.Promotion: this amounts to choosing methods that can generate sales of the product. Possibilities here include advertising, personal selling, publicity and other promotional work.

4.Place: the product has to be in the correct place – retail outlet – in order to capture sales.

Exactly where a firm decides to sell its product will depend on the nature of the product. Aspects to be considered in marketing a product include its quality, its features, style, brand name, size, packaging, services and guarantee, while price includes consideration of things like the basic list price, discounts, the length of the payment period, and possible credit terms.

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Place in a marketing mix includes such factors as distribution channels, coverage of the market, locations of points of sale, inventory size, and so on. Promotion groups together advertising, publicity, sales promotion, and personal selling. The next stage is to create longterm demand, perhaps by modifying particular features of the product to satisfy changes in consumer needs or market conditions. The marketing task is to manage demand effectively.

It is quite noticeable that the marketing mix differs according to the type of product that is being sold. The fact that the term ‘mix’ is used implies that the four Ps – product, price, promotion and place – can be combined in different ways. One important factor that affects the marketing mix is the position of the product in its life cycle.

The period of time over which a product appeals to customers is called the product life cycle.

At a given point in time a product will be at a particular stage of its life cycle. The length of this product life cycle differs from product to product, e.g. the life cycle of certain items such as clothing (flared or drainpipe trousers) and pop records may be very short indeed, perhaps a matter of months, or a few years at the outside. Other products, particularly consumer durable products such as telephones and color TVs, may have a much longer product life cycle.

Before a product is introduced it generally has to be tested on a sample of consumers. The product’s introduction may be accompanied by a blaze of publicity, heavy advertising and promotional work, e.g. the launch of a new car typically involves large amounts of advertising to inform the consumer of its existence and features. A lot of new cars are first introduced at a prestigious motor show.

In the introductory phase the sales of the product tend to be low and sluggish, and the price of the product may be higher than it will be at later stages in the product life cycle due to the lack of competition and because the firm is trying to get back some of the costs of developing and launching the product.

What is SWOT? SWOT stands for strengths, weaknesses, opportunities and threats. A company that believes in marketing is forward-thinking and doesn’t rest on its past achievements. It uses SWOT analysis to be aware of its strengths and weaknesses as well as the opportunities and threats it faces in the market.

Consequently, marketing is the process of developing, pricing, distributing and promoting the goods or services that satisfy customers’ needs. Marketing therefore combines market research, new product development, distribution, advertising, promotion, product improvement, and so on. According to this definition, marketing begins and ends with the customer. Truly successful marketing understands the customer so well that the product or

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service satisfies a need so perfectly that the customer is desperate to buy it. The product almost sells itself. Of course this will only happen if the product or service is better than those of competitors.

1.1.Complete the following sentences:

1. The promotion includes…

2. The marketing of a product implies considering such aspects as … 3. SWOT analysis is used ...

4. The product life cycle is a period of time over which …

5. Place includes such factors as …

6. When deciding on its pricing policy a firm considers …

7. If the price of the product is too high… 8. One can create long-term demand by…

1.2.Fill the gaps in the sentences below with the words and expressions from the box. There are two expressions, which you don’t need to use.

distribution, demand, advertising, needs, opportunities, place, price, products, productoriented, profitably, promotion, competitive, service, satisfy, strengths, threats, weaknesses, product

1.What is marketing? Marketing is the creative process of satisfying customer needs

______________ .

2.What is ‘the marketing mix’? It consists of the four Ps, providing the customer with the right

_______________ at the right _______________ , presented in the most attractive way (

_______ ) and available in the easiest way ( ____________ ).

3.What is ‘a product’? A product is not just an assembled set of components: it is something customers buy to _________ a need they feel they have. The image and the design of the product are as important as its specification.

4.What is ‘price’? The product must be priced so that it competes effectively with

____________ products in the same market.

5.What is ‘promotion’? The product is presented to customers through ___________ (TV commercials, posters, etc), packaging (design, labels, etc), publicity, P.R. and personal selling.

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6.What is ‘place’? Your product must be available to customers through the most costeffective channels of _________ . A consumer product must be offered to customers in suitable retail shops, or available on hire purchase.

7.What is meant by ‘SWOT’? A firm should be aware of its _________ and _________ and the __________ and __________ it faces in the market place.

8.Why are firms becoming more customer-oriented and less__________?

9.New products must be created to meet the changing patterns of customers’ __________.

10.A firm can’t rely on the success of its existing range of _________ . The customer and his or her needs must come first.

1.3.Find English equivalents for the following Russian expressions:

1) Предвосхищать потребности потребителя; 2) удовлетворять потребности потребителя; 3) распознавать потребности потребителя; 4) соответствовать

предпочтениям потребителя; 5) маркетинговая смесь; 6) приспособить существующие товары; 7) беспроцентный кредит; 8) назначить цену; 9) дешево и добротно; 10) дешево и некачественно.

Text 2 ECONOMIC INTERDEPENDENCE AND INTERNATIONAL TRADE

International trade is the voluntary exchange of goods and services between people in different nations. For thousands of years people have benefited from international trade, which provides them with products not available in their homeland. By the mid-1980s international trade amounted to about $2 trillion annually.

In international trade the concepts of specialization and economic interdependence are considered. When individuals or businesses produce a single or very narrow range of products, it is called specialization. Many individuals and businesses specialize because by concentrating their efforts on the production of a narrow range of products they are able to increase productivity.

Specialization, however, leads to a decrease in self-sufficiency. If individuals and businesses concentrate on the production of specific goods and services, they must rely on other people to furnish the remaining products that are needed to satisfy their wants and needs.

Economists call such dependence economic interdependence. The same process of specialization and economic interdependence takes place on a national level in international trade. As people in various nations specialize to use their resources better, the nations

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become less self-sufficient. The political and business leaders of these nations turn to international trade to fulfill some of their wants and needs.

The world’s resources are unevenly distributed. Each nation has a different quantity and quality of natural, human and capital resources. The unequal distribution of resources affects what and how much goods and services a nation can produce.

Two concepts help people to decide which goods and services to produce for export. The two concepts are: absolute advantage and comparative advantage.

The distribution of resources often gives a nation an absolute advantage in the production of a particular product. Absolute advantage means that using the same resources one nation can produce a product at a lower cost than a second nation.

Brazil, for example, enjoys an absolute advantage over the United States in coffee production. Brazil’s resources – especially its land, climate and inexpensive labor force – enable it to produce large quantities of coffee at a relatively low price compared to the costs for coffee production in the United States. Thus, it is to Brazil’s advantage to export coffee to the United States.

The United States, on the other hand, enjoys an absolute advantage over Brazil in many other areas, particularly in the production of manufactured goods. The United States has welltapped natural resources, a highly skilled labor force and well-developed means of production for consumer and capital goods. Thus, it is to the advantage of the United States to export manufactured goods to Brazil.

Although nations have an absolute advantage in the production of numerous goods and services, they generally specialize in the production of those items in which they have a comparative advantage. A comparative advantage is the advantage that arises from being able to produce a product at a lower opportunity cost relative to other products. A nation determines its areas of comparative advantage by calculating the economic benefits received from producing various goods and services. The nation then chooses to specialize in the production of those goods and services that provide the greatest economic benefits. In other words, the nation specializes in those products that can be produced at the least expense relative to the other products that the nation might produce.

A nation’s absolute advantage is measured in relation to other nations. A nation has an absolute advantage in the production of a product any time it can produce that product at a lower cost than can other nation. A nation’s comparative advantage is measured in relation to all of the goods and services the nation produces. A nation has a comparative advantage in

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those products that have the lowest opportunity costs. By specializing in the production of the product it can produce most efficiently, each nation is able to make the best use of its available resources. International trade then allows each nation to enjoy the most products at the lowest opportunity costs.

1.4. Answer the following questions:

1.What does the term ‘international trade’ denote?

2.What concepts are at the basis of international trade?

3.What does absolute advantage mean?

4.What does comparative advantage mean?

5.Can you explain the difference between absolute and comparative advantage?

1.5. Decide whether each statement is true or false. Correct the false statements. 1. The term international trade denotes the voluntary exchange of goods and services between people in different nations.

2.Absolute advantage means that using the same resources one nation can produce a product at a higher cost than can a second nation.

3.Brazil enjoys an absolute advantage over the United States in the production of manufactured goods.

4.Comparative advantage is the disadvantage that arises from the inability to produce a product at a lower opportunity cost relative to other products.

5.By specializing in the production of the product it can produce most efficiently, each nation is able to make the best use of its available resources.

6.A nation's absolute advantage is measured in relation to natural resources.

7. A nation's comparative advantage is measured in relation to all the goods and services the nation produces.

8. The United States enjoys an absolute advantage over Brazil in the production of coffee.

Text 3 ACCOUNTING PRINCIPLES AND CONCEPTS

The accounting system in any given country is one of the key elements of the economic system. It is determined to a significant extent by the level and direction of the economic system’s development.

The most important theoretical concept of the Anglo-American accounting may be summed up as follows: the subject of accounting is the calculation of the financial results of an economic entity’s business activity.

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Accounting is used to describe the transactions entered into by all kinds of organizations. Accounting can be divided into three phases: capture, processing and communication of financial information.

The first phase, the process of capturing financial information and recording it, is called bookkeeping. Accounting, in the true sense of the word, extends far beyond the actual making of records. It includes their analysis and interpretation; it shows the relationship between the financial results and events which have created them.

Accounting can show the managers or owners of a business whether or not the business is operating at a profit, whether or not the business will be able to meet its commitments as they fall due.

Accounting is based on the accounting equation, which states that a firm’s assets must equal its liabilities plus its owners’ equity. Assets and liabilities, profits or losses are listed in financial statements. The two main types of financial statements are the balance sheet and the income statement (profit and loss account).

The balance sheet lists a firm’s assets, liabilities and owner’s equity at a point of time. Changes in the balance sheet are made according to the principle of double-entry bookkeeping. This principle states that each transaction must be recorded on the balance sheet as two separate entries so that the accounting equation will hold at all times, the totals of each side will always equal one another, and that this will always be true no matter how many transactions are entered into. Balance sheets are drawn up periodically: monthly, quarterly, half – yearly, annually. There is an account for every asset, every liability and capital. Accounts can be prepared either on a cash or accrual basis. Each account should be shown on a separate page. The double entry system divides each page into two halves. The left-hand side is called the debit side, while the right-hand side is called the credit side. The balance sheet shows a lot of useful financial information, but it does not show everything. A firm’s sales, costs, and profits for a given period are shown in an income statement.

1.6. Answer the following questions:

1.What role does an accounting system play in an economy?

2.Into what phases is accounting broken down?

3.What is an accounting equation?

4.What is the most widely practiced principle of bookkeeping?

5.What does the balance sheet list?

6.What is shown in the income statement?

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