5. Ответьте на вопросы к тексту:

1. What did you think when you read the headline?

2. What do you think of Jonathan Ive’s award?

3. What other famous designers do you like?

4. Do you agree with Ive that simplicity of design is best?

5. What do you think of the company Apple?

6. Do you have a passion for great quality and stylish products?

7. Would you like Jonathan Ive’s job?

8. When was the last time you were humbled?

9. What was your childhood dream?

10. Would you like to work for Apple?

11. Do you think Jonathan Ive will continue to bring out great designs?

12. What’s more important, Jonathan Ive’s design or the technology inside the products?

13. Do you think iPods and iPads should be in New York’s Museum of Modern Art?

14. What do you think Jonathan Ive should do next?

Тексты для перевода со словарем

Текст №1

Trade Exhibitions and Fairs

Trade fairs and exhibitions usually attract thousands of visitors and many potential buyers among them. So foreign trade associations of Russia never lose a chance to exhibit their products at international fairs and exhibitions both abroad and at home. They help promote our goods to new markets and launch new products in the markets already developed.

A great deal of profitable business is done at commercial centers at the exhibitions: new contacts are made, new transactions are concluded, new orders are placed and new markets are established.

This work goes on after the exhibitions as well: enquiries are sent out for the goods our national economy requires and offers are made for the products; our new contacts are interested in.

There are traditional fairs and exhibitions that are held annually, for example, the Leipzig fair that is organized twice a year – in spring and in autumn in Germany, the Plodiv fair in Bulgaria, the Zagreb fair in Croatia or the Nizhegorodskaya fair in Nizhny Novgorod.

Also, there are fairs and exhibitions devoted to scientific achievements in this or that field of national economy. They are called accordingly: “Chemistry-2012”, “Information and Electronics”, “Building-2012”. About 2000 international fairs and exhibitions are held in various cities of Russia every year.

The chamber of Commerce and Industry of the Russian Federation is responsible for organizing fairs and exhibitions in our country and arranging participation of our associations and enterprises in fairs and exhibitions abroad.

Текст №2

An Offer, its Kinds

An Offer (a quotation) is a statement by the Sellers usually in written form expressing their wish to sell the goods. But it is not a legal document, i.e. if the Sellers for this or that reason decide not to sell, the Buyers have no legal remedy. An offer is only the first step in a contract.

Offers (quotations) will as a rule include the following information:

1. the description of the goods offered (their quality, quantity);

2. details of prices, discounts and terms of payment;

3. the date or the time and place of delivery.

There may be different kinds of offers.

Sometimes the Sellers may offer their goods to their regular customer without waiting for an enquiry or they may be forced to take the initiative under present competitive conditions and to send their quotation to those who may be interested in their goods. These are voluntary offers or sometimes they are called free offers. They were formerly called offers without obligation.

Then there are firm offers. A firm offer is a promise to supply goods on the terms stated (i.e. at a stated period of time). This promise may be expressed in a letter in the following words: “We make you a firm offer for delivery by the middle of May at the price quoted” or in some other qualifying words like ”The offer is subject to acceptance within fourteen days”, or ”The offer is open for acceptance until the fifteenth of January”.

According to the laws of the Russian Federation, the Sellers making a firm offer cannot withdraw it or change the terms offered before the stated time. According to English and American laws, the Sellers making a firm offer have the right to withdraw it at any time before it has been accepted.

Текст №3

Marketing.

Marketing plays a major role in our daily lives. Each day is filled with consuming products. We pay for marketing each time we buy a product. Marketing is responsible for satisfying customers, which in turn increases our standard of living and quality of life.

In today’s competitive environment, a strong focus on customer satisfaction is essential to the success of any organization. Rapid globalization means that companies now compete in markets all over the world. Foreign and domestic organizations are realizing that profit will only be achieved through the use of marketing. Marketing is the business function that focuses on satisfying the needs and wants of customers through exchange processes. It is the only revenue-producing activity for the organization.

Many people think that marketing is just selling and advertising. The American Marketing Association (AMA) defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. The definition of the marketing describes the nature of the process. Marketing is a continuous cycle that involves satisfying customer needs and wants by creating mutually beneficial exchanges.

The desire for a product together with the ability to pay for it is known as demand, it comes from new customers and repeat customers.

The basis of marketing is exchange, a way to satisfy a want. Exchange is to give or receive something of value for another thing. Value is the worth of a product, usually in money.

The customer is the individual or organization that actually makes the exchange or purchase. The consumer is the person or organization that actually uses or consumes the product. Even though customer and consumer are differentiated, he or she can be one and the same person. Existing or potential customers can be considered a market. A market is a group of customers who have the need, the ability, and the authority to purchase a specific product. Buyers constitute a market.

Текст №4

Market Research

Before selling the goods, you must do a lot of market research first. The information needed can be obtained from embassies of the Russian Federation, consulates, and trade representations, from the Chamber of Commerce and Industry and from the Institute for Scientific Market Research, from trade associations and trade journals or from specialized consultant companies (who will do a professional market research job for you for a fee).

The information you are interested in is if there is any demand for your goods, what the market potential is, what sort of competition you will meet, i.e. how the price of your goods differs from the price of other competitive products including those produced locally. Local conditions and preferences, local trading customs and habits, seasonal factors should be taken into account.

But in general marketing covers not only market research, but also planning the selection (assortment) of goods, and consequently the production itself, price policy, advertising and promotion of sales, controlling the sales and post-sales servicing.

So marketing is a system of running all the business activities of a company (organization) in respect of coordinating supply and demand for the goods produced. Originally marketing was meant to help avoid over-production in advanced countries.

Advertising is an important means of promoting the goods that are being produced already as well as new lines in business.

There are specialized firms dealing with advertising. Different kinds of mass media – TV, radio, newspapers, cinema, journals, magazines, and posters – are used for advertising goods. Special leaflets, booklets and other printed matter about the goods may be published for the same purpose.

Текст №5

The British Company Management

The management of the company is called the Board of Directors (not Managers) headed by the Chairman, the President. There is usually a Managing Director and in the case of a big company there may be several Joint Managing Directors.

A Manager in British companies is the person who is the head of a department – Sales, Export, Works (Production), Staff etc. so there are Sales Manager, Export Managers, Works (Production) Managers, Staff Managers, etc.

A General Manager has managers, working under his control, and receives his instructions from the Managing Director.

By British Company Law a limited company (public or private) must have a Company Secretary whose duties are plenty. First he is the clerk to the Directors: he is to keep registers of Directors and Members, arrange for proceedings at directors’ and shareholders’ meetings, prepare notices for the calling of these meetings, attend them and advise directors at board meeting on the legal, accounting and tax implications of any proposed business move as well as write minutes and reports (the minutes of a meeting are usually concise records of resolutions or decisions reached; and the reports are more extensive and give details of decisions, arguments for and against the resolutions and so on). Second he represents his company and in this capacity he supervises the working of the staff manager, he is often finally responsible for the accounting and handling of contracts. Thus he is the link between the company and the public.

The company Secretary must be a properly qualified person, and to be able to fulfill his routine duties well he is supposed to have training in company law, accountancy and many other subjects. He is expected to be part-lawyer, part-economist, part-administrator and part-accountant.

Текст №6

Electronic Commerce

Electronic commerce (EC or e-commerce) describes the process of buying, selling, transferring, or exchanging products, services, or information via computer networks, including the Internet. Some people view the term commerce as describing only transactions conducted between business partners. When this definition is used, some people find the term electronic commerce to be fairly narrow. Thus, many use the term e-business instead. E-business refers to a broader definition of EC, not just the buying and selling of goods and services, but also servicing customers, collaborating with business partners, conducting e-learning, and conducting electronic transactions within an organization. Others view e-business as the "other than buying and selling" activities on the Internet, such as collaboration and intra business activities.

Electronic commerce is basically equivalent to e-business. The two terms maybe used interchangeably.

Electronic commerce can take several forms depending on the degree of digitization– the transformation from physical to digital – involved. The degree of digitization can relate to: (1) the product (service) sold, (2) the process, or (3) the delivery agent (or intermediary).

A product can be physical or digital, the process can be physical or digital, and the delivery agent can be physical or digital. In traditional commerce all three dimensions are physical. Purely physical organizations are referred to as brick-and-mortar organizations. In pure EC all dimensions are digital. All other combinations that include a mix of digital and physical dimensions are considered EC (but not pure EC).

If there is at least one digital dimension, we consider the situation partial EC. For example, buying a book from some on-line shop is partial EC, because the merchandise is physically delivered by a shipper. However buying an e-book or a software product from another on-line shop is pure EC, because the product, its delivery, payment, and transfer agent are all done online.

Companies that are engaged only in EC are considered virtual (or pure-play) organizations. Click-and-mortar (or click-and-brick) organizations are those that conduct some e-commerce activities, yet their primary business is done in the physical world.

Gradually, many brick-and-mortar companies are changing to click-and-mortar ones. Indeed, in many ways e-commerce is now simply a part of traditional commerce, and like the introduction of innovations such as bar codes a generation ago, many people expect companies to offer some form of e-commerce.

Текст №7

Shopping at Marks & Spencer

I would like to tell you about shopping in the United Kingdom. Marks & Spencer is Britain's favourite store. Tourists love it too. It attracts a great variety of customers from housewives to millionaires. Princess Diana, Dustin Hoffman and the British Prime-minister are just a few of its famous customers. Last year it made a profit of 529 million pounds. Which is more than 10 million a week.

It all started 105 years ago when a young Polish immigrant Michael Marks had a stall in Leeds market. He didn't have many things to sell: some cotton, a little wool, lots of buttons and a few shoelaces. Above his stall he put the now famous notice: "Don't ask how much - it's a penny." Ten years later he met Tom Spencer and together they started Penny stalls in many towns in the North of England. Today there are 564 branches of Marks & Spencer all over the world: in America, Canada, Spain, France, Belgium and Hungary.

The store bases its business on 3 principals: good value, good quality and good service. Also, it changes with the times; once it was all jumpers and knickers. Now it is food, furniture and flowers as well. Top fashion designers advice on styles of clothes. Perhaps, the most important key to its success is its happy well-trained staff. Conditions of work are excellent. There are company doctors, dentists, hairdressers, etc. And all the staff can have lunch for under 40 pence.

Surprisingly tastes in food and clothes are international. What sells well in Paris, sells just as well in Newcastle and Moscow. Their best selling clothes are: for women - jumpers and knickers (M & S is famous for its knickers); for men - shirts, socks, dressing gowns and suits; for children - underwear and socks. Best sellers in food include: fresh chickens, vegetables and sandwiches, "Chicken Kiev" is internationally the most popular convenience food. Shopping in Britain is also famous for its Freshfood. Freshfood is a chain of food stores and very successful supermarkets which has grown tremendously in the twenty years since it was founded, and now it has branches in the High Streets of all the towns of any size in Britain. In the beginning the stores sold only foodstuffs, but in recent years they have diversified enormously and now sell clothes, books, records, electrical and domestic equipment. The success of the chain has been due to an enterprising management and to attractive layout and display in the stores. It has been discovered that impulse buying accounts for almost 35 per cent of the total turn over of the stores. The stores are organized completely for self-service and customers are encouraged to wander around the spaciously laid out stands. Special free gifts and reduced prices are used to tempt customers into the stores and they can't stand the temptation.

Проработав грамматический текстовый материал, Вы можете приступать к выполнению тренировочного теста. Предварительно проверьте себя, ответив на вопросы устно.

1. Какое действие описывают глаголы в Simple Past, Simple Future.

2. Проспрягайте глаголы to be, to have в Simple Past, Simple Future.

3. Назовите «слова-сигналы» (наречия времени), которые используются с глаголами в Simple Past, Simple Future.

4. Какие две группы смысловых глаголов существуют в английском языке?

5. Как образуется II форма правильных и неправильных глаголов?

6. Каковы особенности спряжения смысловых глаголов в Simple Past, Simple Future?

7. Какова структура предложения, в котором смысловой глагол стоит в Simple Past, Simple Future?

8. Как образуются вопросительные формы смысловых глаголов в Simple Past, Simple Future? Каковы особенности построения вопроса к подлежащему?

9. Как образуются отрицательные формы смысловых глаголов в Simple Past, Simple Future?

10. В каких ситуациях используется форма the Present Continuous Tense?

11. Какова формула образования the Present Continuous Tense?

12. Как образуются вопросительные и отрицательные формы глаголов в the Present Continuous Tense?

13. Назовите «слова-сигналы» (наречия времени), которые используются с глаголами в the Present Continuous Tense?

14. Приведите пример конструкции намерения осуществления действия (the Present Continuous Tense глагола to be с инфинитивом).

15. Как образуется причастие I (Participle I).

16. Какие функции может выполнять в предложении Participle I?

17. В каких ситуациях употребляется Present Perfect, Simple Past?

18. Каковы особенности спряжения глаголов в Present Perfect, Simple Past?

19. Как образуются вопросительные и отрицательные формы глаголов в Present Perfect, Simple Past?

20. Назовите основные модальные глаголы, используемые в английском языке.

21. Почему модальные глаголы иногда называют «дефектными»?

22. Как образуются вопросительные и отрицательные формы конструкций с модальными глаголами?

23. Составьте по памяти 2 мини-таблицы: a) употребление much, many, few (a few), little (a little); b) употребление местоимений some, any, no.