- •Белорусский государственный университет
- •Тихомирова л. Б., Князева н. И., Рунцова э. В., Хведченя л. В.
- •Предисловие
- •Can you explain why you have chosen the profession of an economist?
- •Careers: Economist
- •Vocabulary Focus
- •1. K p. A. – one thousand per annum.
- •Ex. 4. Express in one word.
- •Degrees in Economics
- •Comprehension
- •Questions
- •Outstanding Economists
- •Michael Dell Timeline
- •Ingvar Kamprad Timeline
- •Example
- •A. Translate into Russian.
- •B. Translate into English.
- •Vocabulary academic adj – 1. Университетский; академический; учебный; 2. Чисто теоретический; 3. Фундаментальный (в противоположность прикладному)
- •Salary n – жалованье, оклад self-employed adj – обслуживающий свое собственное предприятие; работающий не по найму
- •2. Economics as a science
- •Economics as a Science
- •Vocabulary Focus
- •Satisfying People’s Wants
- •Economic Systems
- •Methodology
- •Economic Theory and Models
- •Useful language: How to make a presentation (Part 2).
- •Discuss the following questions.
- •Vocabulary
- •3. Microeconomics
- •3.1. Supply and demand
- •Supply and Demand
- •Vocabulary Focus
- •Text 2 Equilibrium: Mr. Demand, Meet Mr. Supply
- •Equilibrium
- •Elasticity
- •Ex. 2. Answer the questions on the text.
- •The Leisure Industry
- •B. Discuss the following questions:
- •Vocabulary
- •3.2. Market structure
- •Text 1 Market Structures
- •Monopoly
- •Vocabulary Focus
- •Comprehension
- •Three Pricing Strategies
- •Market Leaders, Challengers and Followers
- •Useful language: Negotiating.
- •Vocabulary
- •4. Macroeconomics
- •4.1. Basic national economy indicators
- •Gross Domestic Product
- •Vocabulary Focus
- •Other Measures of Income
- •Text 3 Economic Growth
- •Writing
- •Describing Innovations
- •Speaking
- •Useful language: Decision-making
- •Vocabulary
- •4.2. Economic business cycles and unemployment
- •Economic Business Cycles
- •Vocabulary Focus
- •Comprehension
- •Unemployment and its Costs
- •Types of Unemployment
- •W. H. Philips and the Philips Curve
- •Headhunting
- •A. Useful Language: Problem-solving.
- •Vocabulary
- •4.3. InflAtion
- •Meaning and Measurement of Inflation
- •Vocabulary Focus
- •Demand-Pull and Cost-Push Inflation
- •Inflation and the Real Interest Rate. Control of Inflation
- •Consumer Price Index Criticism
- •Vocabulary
- •4.4. Banking discovering connections
- •Types of Banks and their Functions
- •Vocabulary Focus
- •Banking in the usa
- •Text 3 Banking in the Republic of Belarus
- •Listening Central Banking
- •Vocabulary
- •4.5. Money and monetary policy
- •Money and its Functions
- •Vocabulary Focus
- •Supply and Demand for Money
- •Instruments of Monetary Policy
- •Monetary Policy during the Great Depression
- •Raising Business Capital
- •Vocabulary
- •4.6. Fiscal policy
- •Fiscal Policy
- •Vocabulary Focus
- •Other Issues in Fiscal Policy
- •Should the Government Intervene in the Business Cycle?
- •3. Different verb forms
- •Vocabulary
- •1. Verbs of change
- •2. Prepositions
- •5. The global economy
- •5.1. International trade
- •International Trade
- •Vocabulary Focus
- •Trade Barriers
- •The Banana Wars
- •Free Trade
- •Vocabulary
- •5.2. Globalization discovering connections
- •Globalization
- •Vocabulary Focus
- •Comprehension
- •Economic Cooperation
- •Text 3 Multinational Corporations: the Pros and Cons
- •Airbus Industrie
- •The Real World
- •Cultural Awareness
- •Vocabulary
- •6. Business administration
- •6.1. Company structure discovering connections
- •What types of business are popular in your country?
- •Reading
- •Forms of Business Organization
- •Vocabulary Focus
- •Comprehension
- •Types of Companies and their Structure
- •Takeovers and Mergers
- •Flotation
- •Advising Companies
- •Key questions for the planning committee
- •Vocabulary
- •6.2. Management
- •Nature of Management
- •Vocabulary Focus
- •Management Styles
- •Corporate Culture
- •What Makes a Good Manager?
- •Useful language: Managing meetings.
- •Vocabulary
- •Glossary
- •6.3. Accounting
- •What is Accounting?
- •Vocabulary Focus
- •Accounting and Financial Statements
- •The Accounting Profession
- •Business Documents
- •The Balance Sheet
- •Income Statement
- •Bookkeeping
- •Vocabulary
- •6.4. Marketing
- •Concept of Marketing
- •Vocabulary Focus
- •Marketing Mix
- •Text 3 The Four Major Promotional Tools
- •Writing
- •Why Brands Matter
- •Vocabulary
- •Uniqueness n – уникальность
- •6.5. Advertising
- •Advertising
- •Vocabulary Focus
- •How Companies Advertise
- •Ad advertising campaign advertising standards advertisement advertising budget advertising agencies print
- •From the History of Advertising
- •Designing an Advertising Campaign
- •Endorsement
- •Planning Advertising Campaign
- •Vocabulary
- •ЛитературА
- •English for Economists
- •Тихомирова л. Б., Князева н. И., Рунцова э. В.
- •220050, Минск, пр-т Независимости, 4.
Vocabulary
advertising n - рекламная деятельность, рекламный бизнес
~ agent – агент по рекламе
~ agency – рекламное агентство
descriptive ~ – описательная реклама
informative ~ – информационная реклама
institutional ~ – рекламирование достоинств организации
~ media – средства передачи рекламы
misleading ~ – реклама, вводящая в заблуждение
~ account – 1) рекламодатель 2) счет за рекламу
subliminal ~ – реклама, действующая на подсознание
word-of-mouth ~ – устная реклама
advertisement/advert/ad n – реклама, объявление
brief n – бриф/краткое письменное изложение дела
billboard Am. (hoarding Br.) n – реклама на стендах
classified n – тематическое объявление
commercial n – теле- или радиореклама
flyer (syn. fly sheet) – листовка, рекламный материал невысокого качества
handbill n – рекламный листок
junk mail – «макулатурная» почта (реклама)
mass media – средства массовой информации
media plan – медиаплан
persuasion n – убеждение
spam n – реклама, принудительно рассылаемая большому числу абонентов электронной почты
sponsor n – фирма, заказывающая радио или телепрограмму в рекламных целях; устроитель, организатор; спонсор
GLOSSARY
Advertising is any paid form of non-personal communication through the mass media about a product by an identified sponsor.
Advertisement/advert/ad is an announcement in a newspaper, on television, or on a poster about something such as a product, event, or job.
Brief is a statement of the objectives of the advertising campaign.
Classified advertisements (also classifieds or want ads) are small adverts placed in a newspaper.
Commercials are advertisements on the radio and TV.
Descriptive advertising gives the most important facts about the product.
Institutional or prestige advertising is a form of advertising which is designed to build up their reputation rather than to sell particular products.
Junk mail is advertisements that you receive through the post, which you have not asked for and which you do not want.
Media plan specifies which media – newspapers, magazines, radio, television, cinema, posters, mail, etc. – will be used and in which proportions.
Persuasive advertising tries to persuade people that the product which is being advertised has a special quality or usefulness which makes it much better than other similar products.
Spam refers to unwanted e-mail advertisements sent to a large number of people.
Word-of-mouth advertising is a form of advertising when people tell their friends about the benefits of products or services that they have purchased.
ЛитературА
Князева, Н. И. Экономика. Шаг за шагом: в 3 ч. / Н. И. Князева [и др.]. Минск: БГУ, 2000.
English for Business. A Functional Approach. DP Publications LTD, 1995.
Horner, D. Words at Work / D. Horner, P. Strutt. CUP, 1998.
Jones, L. International Business English / L. Jones, R. Alexander. CUP, 1994.
Mac Kenzie, I. English for Business Studies / I. Mac Kenzie. Cambridge University Press, 2000.
MacConnel, C. Macroeconomics / C. MacConnel, S. Brue. McGraw-Hill, Inc, 1990.
Mankiew, N. Essentials of Economics / N. Gregory Mankiew. Harcourt College Publishers.
Market Leader. Intermediate Business English Course. David Cotton, David Falvey, Simon Kent, Oxford University Press, 2003.
Parkin, M. Macroeconomics / M. Parkin. Addison–Wesley Publishing Company, 2002.
Sue, R. Business Vocabulary in Practice / R. Sue. Harper Collins Publishers, 2003.
Tucker, I. Survey of Economics / I. Tucker. South Western College Publishing, 2001.
Wallace, W. Kravitz. Bookkeeping, the Easy Way / W. Kravitz Wallace. Mineola, New York.
CONTENTS
ПРЕДИСЛОВИЕ 1. Profession of an Economist 2. ECONOMICS AS A SCIENCE 3. MICROECONOMICS 3.1. SUPPLY AND DEMAND 3.2. MARKET STRUCTURE 4. MACROECONOMICS 4.1. BASIC NATIONAL ECONOMY INDICATORS 4.2. ECONOMIC BUSINESS CYCLES AND UNEMPLOYMENT 4.3. INFLAtion 4.4. BANKING 4.5. MONEY AND MONETARY POLICY 4.6. FISCAL POLICY 5. THE GLOBAL ECONOMY 5.1. INTERNATIONAL TRADE 5.2. GLOBALIZATION 6. BUSINESS ADMINISTRATION 6.1. COMPANY STRUCTURE 6.2. MANAGEMENT 6.3. ACCOUNTING 6.4. MARKETING 6.5. ADVERTISING ЛИТЕРАТУРА |
3 5 23 41 41 57 72 72 88 104 120 140 155 170 170 186 200 200 200 240 258 276 291 |
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