Text 12.

Read the text and do the assignments. While reading, find words and expressions in the text that mean: чистая сумма продаж; преимущественно объясняться; потребительский рынок; рынок образовательных услуг; выпуск (товара); приблизительно; спад; с умеренной ценой; осуществлять бизнес; включать (в себя); свидетельствовать об активном росте; возмещать (компенсировать); обеспечивать; средний доход.

APPLE COMPUTER INC Annual Report (Abstract)

Sales

During 2000, the Company experienced a 30% increase in net sales over 1999 which was the result of a 32% rise in Macintosh unit sales. The increase in Macintosh unit sales is primarily attributable to increased sales of iMac, the Сompany’s moderately priced desktop Macintosh system designed for the education and consumer markets, and the introduction of iBook, the Company’s consumer and education oriented notebook computer introduced at the end of 1999. The Company sold approximately 2.2 million iMacs in 2000, an increase of approximately 400,000 units or 22% over iMac unit sales in 1999. The Company also experienced modest gains in combined unit sales of its professionally oriented Macintosh systems, PowerMacs and PowerBooks. Growth in net sales and unit sales was strong in all of the Company’s geographic operating segments, particularly in Europe and Japan.

Segment operating performance

The Company manages its business primarily on a geographic basis. The Company’s geographic segments include the Americas, Europe, Japan, and Asia Pacific. The Americas segment includes both North and South America. The European segment includes European countries as well as the Middle East and Africa. The Japan segment includes only Japan, while the Asia Pacific segment includes Australia and Asia except for Japan. Each geographic operating segment provides similar hardware and software products and similar services.

Net sales in the Europe segment increased 38% during 2000 driven by a 53% increase in Macintosh unit sales. Growth in unit sales resulted from a 96% increase in combined unit sales of iMac and iBook, and an increase of 19% in combined unit sales of the Company’s professionally oriented Macintosh systems.

Net sales in the Europe segment increased 2% to $1.317 billion during 1999 as compared to 1998, while Macintosh unit sales increased 23%. This followed a 16% decline in net sales in the Europe segment between 1998 and 1997. Like the Americas segment, Europe’s results in 1999 as compared to 1998 were indicative of strong growth in Macintosh unit sales offset by declines in the average revenue per Macintosh system.

Exercise 12-1. Decide if these statements are true or false according to the text. Change any which are false.

1. The company’s most popular product is its PowerMac.

2. Israel is part of the company’s Middle East segment.

3. In all parts of the world the company provides the same products and the same services.

4. 1998 was less successful for the company than 1999.

5. The company’s iMac is targeted at high-income consumers.

6. The company produces both consumer and professional computer systems.

7. The Japan segment is the smallest, but the profits are the highest there.

Exercise 12-2. Answer the questions.

1. What consumer groups are the company’s products aimed at?

2. According to the text, was the company’s performance successful in 2000?

3. How does the company primarily manage its business?

4. What do the company’s geographic segments include?

5. Can one buy the same products of the company in different parts of the world?

6. Was the performance in the Europe segment profitable in 2000? For all types of products?

Exercise 12-3. Translate the sentences into English paying attention to the words and phrases underlined.

1. Рост чистой суммы продаж в третьем квартале преимущественно объясняется сезонным спросом на овощи, заготавливаемые на зиму.

2. Рост прибыли в конце года явился результатом повышенной активности покупателей перед рождественскими и новогодними праздниками.

3. Продукт N., запущенный компанией в начале осени, ориентирован преимущественно на рынок образовательных услуг.

4. Результаты, заявленные компанией, свидетельствуют о росте ее активности в азиатском регионе.

5. Для компании Би-лайн центральный регион включает Московскую, Тверскую и ряд других областей, но не включает Санкт-Петербург.

6. Как вы можете объяснить рост продаж этих ламп в первом квартале?

7. Наша фирма основана 3 года назад, чтобы оказывать услуги на образовательном рынке Твери.

8. Компания продает недорогие компьютеры и программное обеспечение. Если же вам необходим дорогой профессиональный компьютер и специфическое программное обеспечение, вы можете их заказать. Заказ будет доставлен вам в течение недели.

9. За ростом продаж в 2000 году последовал спад продаж в 2001.

10. Запуск на рынок современного высококачественного и в то же время недорогого спортивного оборудования заставил конкурентов снизить цены.

Exercise 12-4. In your own words.

Speak on the computer market in Tver. Draw a chart if necessary.