Uchebnoe_posobie_dlya_st-v_1_kursa_EIU

manufacture. Many well-known companies are multinationals, these are companies which operate in a number of countries.

Multinationals often have a complicated structure. There is usually a parent or holding company. This company owns other companies or parts of other companies. These other companies are called subsidiaries.

2. Translate the following words.

Factory, clothes shop, restaurant, bank, supermarket, mall, insurance company, plant, beauty salon, chain shop, specialist retailer, fitness club, library, hypermarket, swimming pool.

3. Put places above in the correct group. Add more for each sector.

manufacturing	retail	services
factory
4. Reading. Read the article. Which of the following best
describes the subject of the article?
1. Designer glasses in China.

2.The price of Italian sunglasses.

3.A company that manufactures and retails glasses.

New vocabulary:

luxury goods	предметы роскоши
competitor	конкурент
profitable	доходный
challenge	новая задача
founder	основатель
multinational	международная
double	удвоить
chairperson	председатель правления

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Look east

Luxottica makes sunglasses. It is an Italian company and 85% of its factories are in Italy. But less than 5% Luxottica’s sales are in its home country. Most of Luxottica’s shops are in the USA. The company produces glasses for Channel, Prada, Bulgari and other companies selling luxury goods. It also owns Ray-Ban.

Luxottica’s main competitor is Safilo, another Italian glasses manufacturer. The big difference between Luxottica and Safilo is that Safilo has 50 shops and Luxottica has nearly 5,500 shops.

Luxottica started as a manufacturing company. Today, they make more money from retail than from manufacturing. They specialize in glasses that cost £50 or

more. This market is ten times more profitable than the market in cheap glasses. The company has two big challenges in future. The first challenge is China. At the moment, Luxottica has 250 shops there. But the

company wants to double the number of shops to 500. The second challenge is the next chairperson. The company’s founder is 70-year-old Mr. Del Vecchio. At the moment, he is the chairperson and he owns

70% of the company. It is a family company, but Mr. Del Vecchio’s four children don’t work for Luxottica. A new chairperson could make changes that run Luxottica from a family company into a multinational company.

5. Are these statements true or false?

1.Luxottica is a Chinese company. It is false. Luxottica is an Italian company.

2.It doesn’t sell products only in Italy.

3.Luxottica manufactures most of its glasses in the USA.

4.The company also produces glasses for other companies.

5.They make more profit from manufacturing than retail.

6.Luxottica doesn’t have any competitors.

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7.The company wants to open shops in China.

8.Mr. Del Vecchio’s children work for the company.

6. Match the numbers 1-6 with the information they describe a-

f.

1.	70	a. The number of shops that the company want in
		China
2.	5%	b. The minimum price of Luxottica’s glasses
3.	15%	c. Mr. Del Vecchio’s age
4.	£50	d. group sales from Ray-Ban
5.	500	e. Luxottica’s manufacturing in its factories in Italy
6.	85%	f. Luxottica’s sales in Italy

7.Speaking. Think of three more luxury goods companies. What products do they make and sell? Are they family or multinational companies?

8.Word families. Complete the table.

verb	noun (person)	noun (thing)
manufacture	manufacturer	1. manufacturing
2.	producer	product/production
3.	salesperson/seller	sale
4.	retailer	retail outlet
make	5.	no noun
build	builder	6.
organize	7.	organization
compete	8.	competition

9. Complete the sentences with the correct word in italics.

1.A multinational company is a large organizer / organization.

2.Department stores sell / sale a lot of different products/producers.

3.Swatch is a watch make / maker.

4.Our office is in the builder / building in New York.

5.A lot of people in this country work in manufacturing / manufacturer.

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6.Many retails / retailers buy direct from the factory.

7.Who is your main competitor / competition in the computer market?

10. Complete the text with the correct word from the table above. There may be more than one possible answer.

Mahindra and Mahindra (M&M) is a big tractor 1. manufacturer in India. It 2.________ more than 68,000 tractors in its factories every year. Its main 3._________ is the company called TAFE, which produces 48,000 tractors. The companies 4._________ the tractors at home and also to the USA and Europe. M&M has 270 5._______

_______ in the USA. Now the company also plans to 6.________

factories in China.

11(6). Listening. Sam and Alex work for the training company. Listen to their telephone conversation and answer the questions.

1.How many people are on the course?

2.What company does John Jacobs work for?

3.What does the company produce?

4.What does Project Playa build?

5.What company does Sonja Berkovic work for?

6.How many employees does it have?

12. Company information.

Sometimes we talk about our company’s activities in a professional or social situation.

Translate the questions and answers.

1.What is the name of the company? / What is the company called? (The company name is [Riva]./It’s called [Riva])

2.Who do you work for? (I work for [Riva])

3.What type of company is it? (It is a [manufacturing] company)

4.How many employees does the company have? / It employs [100 people]

5.What does it do/sell? / It sells [medicine equipment]

6.Where is it based?/ It’s based in [London]

7.Where are its offices? It has offices in [Berlin]

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13 (7). Listening. Listen to Miles Norton answering questions about his company. Find suitable answers to the questions in exercise 12.

14.Work with a partner. Ask questions about his/her company.

15.Read the text.

Planned Economy

Planned economy or directed economy is an economic system in which the state or workers' councils manage the economy. It is an economic system in which the central government makes all decisions on the production and consumption of goods and services. Its most extensive form is referred to as a command economy, centrally planned economy, or command and control economy. In such economies, central economic planning by the state or government controls all major sectors of the economy and formulates all decisions about the use of resources and the distribution of output. Planners decide what should be produced and direct lower-level enterprises to produce those goods in accordance with national and social objectives. Planned economies are in contrast to unplanned economies, such as a market economy, where production, distribution, pricing, and investment decisions are made by the private owners of the factors of production based upon their own interests. Less extensive forms of planned economies include those that use indicative planning, in which the state employs "influence, subsidies, grants, and taxes, but does not compel." This latter is sometimes referred to as a "planned market economy".

A planned economy has a number of advantages:

Everyone in society receives enough goods and services to enjoy a basic standard of living.

Nations do not waste resources duplicating production.

The state can use its control of the economy to divert resources to wherever it wants. As a result, it can ensure that everyone receives a good education, proper health care or that transport is available.

Several disadvantages also exist:

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There is no incentive for individuals to work hard in planned economies.

Any profits that are made are paid to the government.

Citizens cannot start their own business and so new ideas rarely come forward.

As a result, industries in planned economies can be very inefficient.

Vocabulary

output – продукция, продукт planner - плановик

in accordance with – в соответствии с, согласно чему-л. objective – цель, задача

owner – владелец, собственник, хозяин advantage – преимущество

standard of living – уровень жизни

to duplicate production – дублировать производство to divert – отвлекать (напр., ресурсы на другие цели) profit - прибыль

16. Give Russian equivalents:
directed economy	to waste
manage	to ensure
direct	incentive
lower-level	inefficient

17. Choose words from the list to fill in the gaps, then use them to make sentences:

private, social, inefficient, economic, proper, central, lower-level

1.	_____ enterprise	5.	_____ industries
2.	_____ health	6.	_____ objectives
3.	_____ system	7.	_____ government
4.	_____ owners

18. Answer the questions:

1.What is a planned economy?

2.What is the role of the government in planned economy?

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3.How do planned economies differ from unplanned economies?

4.What are the advantages of planned economies?

5.What are the disadvantages?

19. Use words/phrases from the list to help you retell the text: planned economy, manage, make decisions, use of resources,

distribution of output, planners, in accordance with, private owners, advantages, standard of living, duplicating production, divert resources, disadvantages, incentive, start business, inefficient.

Unit 5

Company history

1(8). Listening. Listen and practice.

Companies often include details about their history in their marketing literature, their annual reports and company presentations, in order to show that they are established, and have experience in their field. This can include information about the founder or person who started the company, and key dates and events in the company history.

2 (9). Listening. Marks and Spencer is a major retailer selling food, clothes, household furnishings. Listen and answer the questions about key events in the company history.

1.When did Michael Marks and Tom Spencer form a partnership?

2.When did they register the Saint Michael trademark?

3.When and where did they open their first store?

4.What did they introduce in 1931?

5.Where did Marks and Spencer open stores in 1975?

6.When did they open stores in Hong Kong?

7.What happened in 1997 in the history of the company?

3. Reading. What do you know about Ford company and its history? Read the magazine article.

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Ford of Britain

In the spring of 1896 Henry Ford built his first horseless carriage. In 1903 Ford, backed by 12 local businessmen, formed the Ford Motor Company which later pioneered modern production line techniques.

In 1911 Ford’s first assembly

plant outside North America opened at Trafford Park, Manchester, and in 1929 work started on building the Dagenham plant where the first Model AA truck rolled off the line at 1:15 p.m. on October 1, 1931.

4.What do these numbers from the text refer to?

12, 1903, 1929, 1896, 1931, 1911.

5.Complete these sentences.

1.In 1996 Henry Ford _________ his first car.

2.In 1903 Henry Ford __________ the Ford Motor Company.

3.Twelve local businessmen _________ him.

4.In 1911 Ford __________ the first assembly plant in Manchester, England.

5.In 1929 he _______ building the Dagenham plant.

6.Reading. Read this history of Dr. Martens Shoes. The writer uses present tense to make the summary seem ‘alive’. Change the verbs into past tense while reading.

Mind new words:

injure	повредить
tyre	шина
air sole	воздушная подушка, прослойка
bootmaker	производитель обуви
youth	молодежь
antiestablishment attitudes	антиправительственные настроения
rebel	повстанец
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violent	жестокий
stall	маленький магазин
customized	по индивидуальному заказу

Dr. Martens

1946 A German doctor Klaus Maertens, living in Seeshaupt, near Munich, goes skiing and injures his foot. He makes himself a pair of shoes from old tyres with air soles to comfort the foot. Dr. Maertens and a friend, Dr. Herbert Funck, an engineer, patent and develop the Dr. Maertens Shoe.

1959 Maertens and Funck sell the manufacturing rights to R. Griggs and Co., a traditional British bootmaker.

1 April 1960 The first British DMs go on sale. Mid 1960s British youth adopt

the DM as a symbol of their antiestablishment attitudes.

1970s Unemployed youth wear DMs and behave violently on football terraces. The police wear DMs to catch them.

1971 Rebels wear DMs in

Stanley Kubrick’s violent film A Clockwork Orange.

1975 Elton John wears DMs in rock-opera Tommy. Mid 1970s Punk rock fans adopt them.

1980s Thousands of Japanese, American and European youth come to London’s Camden market to buy DMs.

1983 Young designer Wayne Heminway and his wife-to-be Geraldine, set up a stall in Camden market selling clothes and DMs.

Griggs supplies Heminway with customized DMs for his Red or Dead Fashion Shows.

Some women wear them as a form of protest.

1985 Madonna wears DMs in the film Desperately Seeking Susan. 1992 Designers such as Karl Lagerfeld and Gianni Versace offer

designer DMs.

1993 The Pope wears them walking in the Alps and we hear that Dalai Lama likes them too.

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Today the Vatican Guard wear them.

7(10). Listening. Faith Walker talks about her first pair of Dr. Martens (DMs). Listen, fill in the gaps and then answer the questions.

1.When did you __________?

2.How much _____________?

3.Where ________________?

4.What color _____________?

5.Why __________________?

6.Do you still _____________?

8.Speaking. Speak on the history of the company you know.

9.Read the text and explain the words in bold.

Market Economy

Market economy is economy based on the division of labor in which the prices of goods and services are determined in a free price system set by supply and demand.

In a true market economy the government plays no role in the management of the economy. The system is based on private enterprise with private ownership of the means of production and private supplies of capital.

This is often contrasted with a planned economy, in which a central government determines the price of goods and services using a fixed price system. Market economies are also contrasted with mixed economy where the price system is not entirely free but under some government control or heavily regulated, which is sometimes combined with state-led economic planning that is not extensive enough to constitute a planned economy.

Such a system is very attractive at first sight. The economy adjusts automatically to meet changing demands. No planners have to be employed. Firms tend to be highly competitive in such an environment. New advanced products and low prices are good ways to increase sales and profits. Since all firms are privately owned they try to make the

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