Преподаватель: Жулдыбина М.П.



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Преподаватель: Жулдыбина М.П.



The Competition

Of the Presentations

Of the Firm

Учебно-методическое пособие

по дисциплине «Иностранный язык

(английский)»

для самостоятельной работы студентов

3 курса очной формы обучения

 

Учебно-методическое пособие составлено в соответствии с рабочей программой по дисциплине «Иностранный язык (английский)»

Председатель ПЦК

___________/ Кашина И.А.

Подпись Ф.И.О.

Протокол № _____от ______2008 г.

 

Составитель: Жулдыбина М.П. – преподаватель ГОУ СПО

«Кировский лесопромышленный колледж»

 

Рецензент:

 

 

Содержание

Введение 4

План внеклассного мероприятия 5

Сценарий мероприятия 7

Приложение 1. Тексты для чтения 13

Приложение 2. Выражения для составления проекта 71

Приложение 3. Критерии оценки презентации 73

Приложение А. (справочное). Список литературы 74

 

Введение

Пособие предназначено для студентов 3 курса всех специальностей для изучения раздела «Деловой английский»

Оно может использоваться для организации аудиторных групповых занятий и организации самостоятельной групповой и индивидуальной работы студентов.

В пособии представлены примерный образец внеклассного мероприятия «Конкурс презентаций фирм» и многочисленные тексты о фирмах, их сотрудников, причинах их успеха в бизнесе. Тексты разноуровневые по сложности и могут быть использованы студентами различной степени школьной подготовленности для индивидуального чтения и работы в группах для составления текста проекта.

Пособие содержит также выражения для составления проекта, критерии оценки презентации, предлагаемые разработчиками программы Intel® «Обучение для будущего».

Пособие ставит целью совершенствование навыков различных видов чтения и развитие навыков устной речи.

 

«Утверждаю»

Зам. директора по

учебно-методической работе

Логинова Г.П.

«12» марта 2008г

Научно-исследовательское общество студентов «Профи»

Секция «Английский язык»

План открытого мероприятия

Преподаватель: Жулдыбина М.П.

Группы Б-3.2к, Мт-1.1, М-1.1, Т-1.2к.

Тема: «The Presentation of the Firm»

(Презентация фирмы).

Цель:Познакомить студентов с алгоритмом презентации фирмы и анализом причин успеха фирмы.

Учебные задачи:

1 Создать условия для углубленного изучения вопросов экономики и предпринимательства, развития профессионально-коммуникативных умений и компетенций, необходимых для овладения учебно-профессиональным общением на английском языке в этой области знаний.

2 Создать условия для развития навыков самостоятельной поисковой работы с дополнительной литературой, ресурсами Интернета.

Развивающие задачи:

1 Создать условия для развития познавательной активности студентов.

2 Создать условия для развития умения синтезировать изучаемый материал.

3 Создать условия для проведения логического и творческого мышления в процессе создания проектов «Презентация фирмы».

4 Создать условия для развития умений и навыков использовании мультимедийных средств.

Воспитательные задачи:

1 Создать условия для воспитания самостоятельности.

2 Создать условия для воспитания профессионала.

Наглядные пособия:

1. Карточки с названием темы мероприятия.

2. Бейджи для представителей фирм и представителей научного общества студентов «Профи».

3. Бланки анкет «What is business Success for you? »

4. Бланки «Критерии оценки мультимедийной презентации».

Технические средства:

Диапроектор, ноутбук, музыкальное сопровождение.

Содержание мероприятия:

1 Оргмомент.

2 Открытие конкурса мультимедийной презентаций.

3 Самопредставление участников выставки.

4 Представление мультимедийных презентаций фирм.

(Анализ причин успеха фирмы).

1) Ресторан «Шоколад».

2) ВТК «Энерго».

3) СМУ КГМИ.

4) «Сергей Слотин».

5 Оценивание презентаций представителями НИОС «Профи» и преподавателями.

6 Анкетирование, подведение итогов анкетирования.

7 Подведение итогов конкурса.

 

План рассмотрен на заседании

ПЦК иностранных языков

Протокол № _7_ от 11.03.2008 г.

Председатель ПЦК Кашина И.А.

Сценарий мероприятия

Good afternoon!

Let’s start our work!

We would like to present you the part of the work of the scientific society of students “Prof” of our college.

Today we shall discuss the results of its work: the Presentations of the Firm.

These presentations were made by the students of the scientific society of students “Prof”. Today we shall discuss the presentations of

  • restaurant “Chocolate”
  • VTK “Energo”
  • SMU KGMI“
  • Sergey Slotin”

You will listen to the self presentations of the representatives of these firms and the analysis why these firms are successful to the opinions of the management of these companies. Of course you will look through the presentations of the firms and give them the points according to the criteria made by the authors of the world known program “Intel Teach to the Future”.

Let’s get down to our business. At first the representative of the restaurant “Chocolate” has the floor.

 

The representative of the restaurant “Chocolate”:

Good afternoon! Let me introduce myself. My name is Vakhrusheva Julia. I’m 27 years old. I’m from Moscow. In 2001 I graduated from the Kirov Timber Industry College. In 2004 I graduated from the Moscow Finance Academy. I’m in marketing. I work for the restaurant “Chocolate” as a Marketing Director. I’m in charge of public relations of our restaurant. Now I would like to present you our restaurant “Chocolate”.

 

(After the presentation of the restaurant “Chocolate” was looked through)

 

The teacher:

Would you tell us why do you think your restaurant is successful in business?

 

The representative of the restaurant “Chocolate”:

To our mind our restaurant is quite competitive with the other restaurants. The location of the restaurant “Chocolate” is convenient for the customers. Nearby there are many offices of the firms. So, their employees often come to us to have lunch or dinner.

And, of course, we are eager to improve our service. Our customers are fond of our comfortable conditions. Light popular music helps us to make the atmosphere of friendship and hospitality.

 

The teacher:

The second is the representative of the firm “VTK Energo”. It’s your turn.

 

The representative of the firm “VTK Energo:

How do you do! My name is Anastasiya Neustroyeva. I’m 25. 2003 I graduated from the Kirov Timber Industry College, 2007 I graduated from the Kirov State University. I work for the company VTK “Energo”. I’m the Deputy Marketing Director. We produce heating systems and thermal stations. I’m responsible for advertising of our products and services. Let’s get down to our presentation.

 

(After the presentation of the firm VTK “Energo” was looked through)

 

The teacher:

Could you tell us what are the reasons of your success?

The representative of the firm VTK “Energo:

You know, there are some reasons of the success of our firm. First, we use new technologies by producing of heating systems and thermal stations. And we have our own developments in this field. Second, we have high qualified specialists who are in charge of assembly works of our products and their warranty and after-warranty service. That makes our costumers be sure with our products.

 

The teacher:

And now it’s the turn of the representative of the company “SMU KGMI”. Please!

 

The representative of the company “SMU KGMI”:

Dear Ladies and Gentlemen!

I’m Zorin Sergey. I’m 27 years old. I’m from Kirov. In 2001 I graduated from the Kirov Timber Industry College. And 2004 I graduated from the Vyatka State University. I’m the Deputy Technical Director. And now I work for SMU KGMI.

I’m responsible for the development of houses, the organization of construction, and I help to supervise over the workers.

Our firm has prepared the presentation. I’d like you to look it through.

 

(After the presentation of the firm SMU KGMI was looked through)

 

The teacher:

Why do you think is your company successful?

 

The representative of the company “SMU KGMI”:

We believe our firm has success in business. First of all, we have a reliable team. Every member of the team can work under pressure. Everybody is professional and hardworking.

Then now we can watch building boom in our country everywhere. Many building organizations depend on suppliers and we are independent from them because we produce the main building materials. This makes our houses and constructions cheaper and it let us to have more and more customers. If you want to build your own house or flat come to us!

 

The teacher:

At last the representative of the firm “Sergey Slotin” takes the floor.

 

The representative of the company “Sergey Slotin”:

How do you do! Let me introduce you myself. My name is Ekaterina. My surname is Alalykina. I am 26 years old. I am from Kirov. In 2002 I graduated from the Kirov Timber Industry College and in 2005 I graduated from St.Petersburg University.

I am in management. I work for “Sergey Slotin” as a Sales Manager. I am in charge of sales in our region. I am interested in Economic and English. It helps me to improve my personal positions in my company.

Now look through our presentation.

 

(After the presentation of “Sergey Slotin” was looked through)

 

I must say that we are successful in business because we work with the world-known organizations. Our suppliers are “Adamas”, “Ringo”, “Topaz” and many others. Their products are competitive, well-sold, modern and popular with the customers.

We are glad to see you in our stores, our sales consultants would help you to choose what you need.

Thank you for your attention!

 

The teacher:

Thank you for the work to the representatives of the firms. And now we are going on our work. All students are divided into the groups. The students of every group have the criteria to give the points for the presentations. The example of these criteria you can see on the screen in front of you and on the desks. One table is for one presentation. The name of the company is written down above the table with these criteria. We ask you to work in a group for 5-7 minutes and to give the points for every presentation.

 

(Music is playing)

Let’s collect the pieces of paper and make summation of the points for each presentation. Some students will do it.

 

Meantime we shall clear up our opinions to the theme “Success in Business”.

Every person understands the word “success” in his own way. And what does “success in business” mean for you? Write down the number of the suitable answer to this question on the small pieces of paper you have on the desks in front of you. Here are the possible answers to this question:

Success in Business is…

1) when you popular with your customers;

2) when your products cost a lot;

3) when a lot of money earned;

4) when you win all the competitions among other companies specializing in the same area;

5) when you reach all your goals;

6) when your company is constantly expanding.

 

And now we ask every present person to choose the suitable answer to her or his opinion and to write the number of the chosen answer on a small piece of paper. Such pieces are on the desks.

 

(Music is playing)

 

Let’s collect these small pieces of paper and count the number of voices given to every answer. Some students will do it. Last year we asked some managers the same question. Here are the results:

39% managers think success is when you win all the competitions;

23% managers believe success is when you reach all your goals;

15% managers suppose success is when you are popular with your customers;

15% managers are sure that success is when a lot of money earned;

8% managers insist that success is when your company is constantly expanding;

Nobody thinks that success is when your products cost a lot.

 

Let’s listen to the results of today.

 

The student tells the results

 

The teacher:

Now one of the students tells us whose presentation is the best.

 

The student:

The presentation of the restaurant “Chocolate” has got points.

The presentation of “VTK Energo” has got points.

The presentation of “Sergey Slotin” has got points.

The presentation of “SMU KGMI” has got points.

So, the first place is given to the presentation of “Sergey Slotin”.

The second place is given to the presentation of “VTK Energo”.

The third place has the presentation of “SMU KGMI”.

 

 

The teacher:

Thanks to the representatives of the firms, thanks to the students who helped to organize our competition, thanks to our guests, thanks to everybody! Our work is over.

 

 

TEXTS FOR READING

PLAN:

1) COMPANY IN FACTS AND FIGURES

2) ORGANIZATIONAL STRUCTURE OF THE COMPANY

3) SUCCESS IN BUSINESS

 

Welcome, New Member

1. corporate

Eric Withers, Director

Tel: 234-3232 Fax: 956-9878

ClearWater, the first company in Russia to bottle purified drinking water for home and office delivery in 19-liter bottles, is now in its sixth year of operations in the Russian market. The first company in Russia to become a member of the International Bottled Water Association (IBWA), ClearWater uses the latest technology at its purification and bottling plant to ensure consistent purity and meet Russian regulatory and IBWA standards. Deliveries are free of charge, by regular schedule, to homes and offices in Moscow and the surrounding area.

 

5. computer support services

Glen Moorhead, Director

Tel: 931-9000, ext. 2923 Fax: 931-9076

Duralan Entertainment, which owns the Dome Cinema at the Renaissance Hotel, specializes in cinema exhibition and video retail.

 

7. HOLODYNAMICS ASSOCIATION

J. Kirk Rector, President

Tel: 203-2216, 395-5425 Fax: 203-2216

The Holodynamics Association is a non-profit Russian organization affiliated with the Holodynamics Association of the United States, headed by V. Vernon Woolf, Ph.D. at Kealekekua Bay, Hawaii, which coordinates seminar and training worldwide in Jungian and transpersonal psychology. Holodynamics courses are offered in Moscow, St. Petersburg, and other CIS cities to develop participants' personal potential, group productivity and corporate synergy. The association also offers training in sales, marketing, negotiations, conflict resolution, time management, goal setting, leadership, corporate strategy and crisis management.

 

8. IEPCcorp.

Ron Flores, President

Tel: 714-840-4443 Fax: 714-840-4443

IEPC recruits engineers and programmers and brings engineering and programming work to Russia.

 

9. inspace corporation

Alex Chelkov Director

Tel: 755-9510 Fax: 755-9509

Freight forwarding (via air, sea, truck) and customs brokerage services. Door-to-door delivery in any country. A partner of Bax Global (USA), Instar has five years of experience in this market and branches in St. Petersburg, Nizhniy Novgorod, Novosibirsk, Yekaterinburg, Khabarovsk and Kaliningrad.

 

11. legem perferre consulting

Directors and Managers

As a rule a private company has only one director.

A public company must have at least two directors. Usually there is no upper limit on the number of directors a public company may have. The company’s note-paper must list either all or none of the names of its directors.

A limited liability company or a corporation is headed by the board of directors elected by shareholders. The directors appoint one of their number to the position of managing director to be in charge of the day-to-day running of the company. In large organizations the managing director is often assisted by a general manager. Some companies also have assistant general managers. Many directors have deputies who are named deputy directors.

Directors need not be shareholders. They are responsible for the management of a company’s affairs. They are not subject to any residence or nationality restrictions.

Big companies have many managers heading departments. They are all responsible to the managing director. Among various departmental managers (directors) the following can be mentioned:

  • sales manager
  • personnel manager
  • chief manager
  • district manager
  • sales and marketing manager
  • industrial engineering manager
  • etc.

Here is an organization chart for a typical manufacturing company:

 

Managing Director

 


The organizational structure of “Crown”

There are different types of company. Read about the organizational structure of “Crown”. (Существуют различные типы организационной структуры компаний. Прочитайте о структуре компании «Краун»):

 

I am sure our company success depends on its organization. The latter is not very complicated, but very effective and clear. To tell the truth it is not original, but rather typical.

At the top of “Crown” there is the Board of Directors, who administrates the company, define general directions of our further development. As to the directors, I could divide them into two groups- executive directors and non-executive directors. The members of the first group are full time employees. Most of them are our top managers. The second group consists of powerful people who can help us to obtain wishful results.

The Chairman of the Board is the head of the company. What does he do? He takes the chair at the meetings of the Board of Directors, and the shareholders. Besides, he represents our interests. Frankly speaking, he doesn’t run the business of “Crown” directly.

The person who runs the company in fact is the Director General. It’s Mr. Turner. The Director General is elected by the Board. He coordinates the execution of the decisions, taken by the Board. The top managers help him. They are in charge of different directions of our work.

The Purchasing Manager makes sure we have the raw material for the soft drinks and the appropriate equipment for the manufacture. He controls the Department of Material Security and the Raw Material Department.

The Production Manager is responsible for the industrial process, controls the quality of the product. He controls the Production Department, the Technical Department, the Manufacture Development Department and the Chemical Department.

The Marketing Manager is in charge of sales. He controls the Marketing Department and Public Relations Department.

The Transportation Manager coordinates the work of the Land Transportation Department, the Sea Transportation Department and the Air Transportation Department.

The Personnel manager is responsible for our employees and our security. It is Jane Thatcher. She supervises the Personnel Department and the Security Department.

Besides, all the departments are directed by their heads.

And at last comes the Chief Accountant, who is in charge of the financial picture. This person is the head of our enterprise accounts department.

 

 

We would like to take this opportunity to acquaint our readers with the Chamber's newest employees, as well as profile longer-serving staff members.

As President of AmCham, Scott Blacklin is responsible for the Chamber's overall direction and focus. He represents the Chamber's interests in a wide range of governmental and nongovernmental forums in the United States and Russia. He became President of the American Chamber of Commerce in Russia in November 1997. A graduate of Georgetown University's School of Foreign Service, he served from 1975-1979 as Desk Officer for the US-USSR Energy and Atomic Energy Agreements at the U.S. Department of Energy. In 1979, he moved to the USSR as the Moscow Office Director of WJS Incorporated, a leading trade and consulting firm active in the USSR, Eastern Europe and China. He founded Potomac Group International in 1986, a trade and consulting firm which focused on helping American companies enter Eastern European markets and the USSR through Yugoslavia. He opened the Westinghouse Moscow office in 1994 and was the company's country manager. Before becoming President of the Chamber, he was Director of Operations in Moscow for Motorola's Cellular Infrastructure Group.

 

 

Igor Rounov held various key posts involving trade between the USSR and the West. As head of the Ministry of Foreign Economic Relations' Department of International Economic Organizations and MultilateralAgreements he formulated strategy and initiated negotiations on the USSR's accession to GATT. In October 1995 he joined the Chamber, where he is now Vice President. For AmCham, he has developed multilevel contacts and ongoing relationships with the Russian Government. He also established a permanent dialogue with the Russian side of the U.S.-Russia Joint Commission on Economic and Technological Cooperation, until recently known as the Gore-Chernomyrdin Commission, thus facilitating AmCham's participation in this important forum. He holds a doctorate in economics and international relations from the Institute of the USA and Canada.

 

Grace Sutherin joined the Chamber in January 1999 as Director of Business Development and Administration. She is the Chamber's chief administrator and oversees the Chamber budget as well as Chamber programs. A graduate of Skidmore College and Thunderbird, the American Graduate School of International Management, she previously worked with The American Business Centers, CBSD, and the Urban Institute.

 

Irina Andzhel has been an AmCham receptionist/secretary and events assistant since 1996. She combines her work with studies in management at Moscow's Finance Institute.

 

 

  Elena Anfimova, a graduate of Ryazan University, worked as a teacher of high school English and vice principal for 15 years. She also worked as a translator for air traffic control at Sheremyetovo Airport. She joined AmCham as office manager in July 1998.  

 

Sviatoslav Bytchkov, Executive Director of AmCham's St. Petersburg chapter since November 1997, was formerly Northwest Russia manager for a computer software dealer and was a project manager with hotel chains including Sheraton, Marriott and Hyatt. His experience also includes a stint as area manager for the CIS and the Baltics for a South Korean trading company. He holds a doctorate in Russian Medieval Culture from St. Petersburg National University.

 

Elizabeth Cavenee originally joined the Chamber as an intern in October 1994. In December 1994 she joined the staff and was responsible for drafting and editing the Chamber's policy documents and facilitating the Chamber's participation in the Gore-Chernomyrdin Commission. As the Chamber's policy program evolved, she became Policy Assistant to the President and Vice President of the Chamber. In June 1997, she returned to Austin, Texas where she worked as a briefing attorney at Fulbright & Jaworski, L.L.P. while pursuing additional studies in chemistry and French at the University of Texas. In January 1999, she returned to the Chamber in the position of Policy Analyst. She holds a B.A. in Sociology and Russian and a J.D. from the University of Texas at Austin.

 

Margaret Henry worked for a Knight-Ridder newspaper in her native Mississippi for five years, winning a first-place prize from the Associated Press for her coverage of state politics. She received a Rotary professional fellowship in journalism to study political science in Argentina in 1990. In 1992 she moved to Moscow, where she worked first for an American trading company, then as editor and translator for the English version of Russia's Ballet magazine, and from 1994-97 as a writer and editor for The Moscow Times. She joined the Chamber as editor of AmCham News and other publications in March 1998. A graduate of Georgetown University, she holds an M.A. in journalism from Northwestern University. Her articles have appeared in The New York Times, Dance Magazine and Ms. Magazine.

Eugene Ilnitski graduated in 1997 from the Moscow State University of International Relations (MGIMO), where he specialized in international economics with majors in commercial relations and international finance. After working for a year and a half as purchase manager for the Swedish company MoDo Paper, he joined the Chamber in May 1998 as Assistant to the Vice-President of Finance & Administration.   Christopher King, AmCham Director of Membership Development since April 1998, is responsible for sales and marketing of Chamber programs and services. His responsibilities include planning and implementing social events, the member-to-member benefits program and advertising sales. He brings to AmCham his experience as Program Director for the Greater Portsmouth Chamber of Commerce in Portsmouth, New Hampshire, one of the largest Chambers of Commerce in the north- east United States. Prior to his Chamber work, the graduate of New Hampshire College in Manchester worked as a public relations coordinator for two Congressional campaigns in his native New Hampshire.   Viktoria Kirik joined AmCham in June 1998 as a receptionist/secretary. From 1994 to 1998, she was a teacher at Zaporozhye High School. She holds a degree in home economics from the Slavic State Pedagogical Institute and is currently studying economics at Zaporozhye State University. Anna Rolf, Secretary-Assistant for AmCham St. Petersburg since March 1998, is a second-year student at the St. Petersburg Institute of Economics and Finance. Previously she worked as secretary to the General Director for a Finnish retail company and later as a sales rep for Metsa Serla, a Finnish pulp and paper firm.   Dmitry Larionov, Director of Regional Programs, worked for Mezhdunarodnaya Kniga from 1975 to 1982 as executive officer in charge of exports of printed matter and art materials to the USA, Canada, Spain and Portugal. After a two-year stint with the Moscow City Council of Trade Unions, he returned to Mezhdunarodnaya Kniga and from 1989-92 was in charge of developing new projects in the cultural division, such as a joint venture with CBS Records and the first American Black Culture Festival in Eastern Europe. At Intourist he was deputy department head in charge of joint ventures and affiliated companies abroad. In 1998 he joined AmCham, where he organizes Chamber trade missions, as well as business conferences and seminars focusing on the regions, with the goal of assisting AmCham member companies in exploring investment prospects and making business contacts throughout Russia.   Christina Olsson joined AmCham as Committee Coordinator in November 1998. Her work experience has included interpreting for a Moscow area agricultural development project, working as a radio announcer at Eesti Radio in Tallinn, and serving as a computer instructor in the Russian provinces. A graduate of Columbia University, she is currently earning her Russian law degree at the Institute of International Law and Economics in Moscow.   Svetlana Ovanesova, Legislative Assistant, is a Chamber liaison with the RF Federation Council and State Duma. She secures the participation of Federal Assembly representatives in AmCham events and projects, tracks the movement of draft laws through the legislative process and coordinates expert analyses of proposed legislation. She came to the Chamber in March 1997, after three years handling press and governmental relations in the office of Aleksei G. Arbatov, Vice Chairman of the State Duma Committee on Defense. Ms. Ovanesova, who holds a doctorate in political science, is a former lecturer in the Philosophy and Political Science Department of Moscow Technical University (1989-93), and a former research fellow at the Institute of World Economy and International Relations (1976-89).   Irina Rouleva joined the Chamber in April 1995 as bookkeeper, bringing to AmCham almost 15 years of accounting experience, first at the Institute of Food Production and later at Sheremyetyevo Airport, where she was assistant to the chief bookkeeper. She gained experience in the private sector from 1991-95 as book-keeper for a joint venture.   Anna Sverdlova joined AmCham as Executive Assistant to President Scott Blacklin in July 1997. Previously she worked as an administrative assistant for the Israeli Embassy. She holds a bachelor's degree from the State Academy for Social Services and is currently completing her doctoral dissertation in sociology at the Institute for Social & Political Studies.   Maria Tascheva began working at the Chamber in October 1995 as Committee Coordinator. In July 1997 she was promoted to the position of Director of Committee Affairs. She keeps the Chamber's committees abreast of current developments in their business sector and assists them in making contacts, organizing programs and inviting speakers. From 1991 to 1995 she worked in the Moscow representative office of the Dutch multinational Hunter Douglas, where she gained experience in human resources management, accounting, sales, distribution and marketing. She holds a degree in Philology from Moscow Linguistic University and has completed a course in marketing and international economics at Moscow's American Institute of Business and Economics.   Irina Zernova is the longest-serving staff member of the Chamber. Hired as executive assistant in June 1994, she was promoted to membership liaison in June 1995 to handle membership recruitment and retention, database management and events coordination. In July 1997 she was named Communications Director, which added to her membership duties the responsibilities of promoting and marketing the Chamber through communication with the media, maintaining the AmCham website and managing high-profile events. She has a bachelor's degree in English from Moscow State Linguistics University/Maurice Thorez Institute and a master's in Business Administration and Finance from the Hayward University School of Business and Economics.     3. Success in Business   You know about McDonald’s restaurants. Probably you have visited them. It is a giant world empire of fast food. Read about it and do the task after the text.   SERVICE WITH A SMILE Three new McDonald’s restaurants open somewhere in the world each day. There are now over 14,000 McDonald’s restaurants worldwide and sales are over $23 milliard. So how do they do it? What are the company strengths? VALUE.The company McDonald’s keeps prices low. It concentrates on increasing market share. ADVERTISING.McDonald’s spends $1.4 milliard annually on marketing, more than any other company in the world. TRAINING.Every employee receives at least two or three days’ training and all the managers attend regular courses. The company even has its own Hamburger University in Oakbrook, Illinois [-‘noi]. FACE-TO-FACE MEETINGS. There are regular meetings between people in the same region and people in the same line of work. CLOSE RELATIONSHIPS WITH SUPPLIERS.McDonald’s works closely with its suppliers to make sure they can meet the McDonald’s specifications. CULTURAL SENSITIVITY.Before the company enters a new country’s market, it researches the culture thoroughly. And McDonald’s usually employs local staff. CUSTOMER SERVICE. The restaurants are clean, the service is quick and every McDonald’s burger comes with a smile. STRENGTH.The people working in McDonald’s can say: We use the most advanced technology. We produce high quality products. We produce a wide range of food. We provide a high quality service. We invest a lot of money in advertising, research and development. We have representatives all over the world. We are in close contact with the market. We are market leaders. Could you say the same words about your company? Tasks to the text: 1. Are these facts true (T) or false (F)? Put the appropriate letters. If it is necessary, correct the information. 1) Three new McDonald’s restaurants open annually. 2) McDonald’s is interested in big prices. 3) McDonald’s spends more on marketing than anyone else. 4) There is a special university for the staff. 5) McDonald’s prefers American managers to run stores located abroad.   2. Speaking. Pair Work. Interview a partner about their company or about an organization they know well (may be an imaginary company). The questions will help you. a) Are your prices low or high compared with your competitors? b) Is advertising important to your business? c) What training does your staff receive? d) Do you hold regular face-to-face meetings with your colleagues? e) Do you have close relationship with your suppliers? What about your customers? f) Are your managers locals or foreigners? g) Do your customers like your products/ service? Why? Tell us what you have learnt.     ANALYSIS 1) Guess the meanings of the following words, which can help you analyze some economic trends (tendencies) in your company or in a company you know well. increase = rise (rose, risen) =go up (went up, gone up) = grow (grew, grown) decrease= fall (fell, fallen) = go down (went down, gone down)   2) Listening and Writing. Listen to the sentences. Fill in the gaps with the pronounced words. 1. In … the turnover of our company … by …%. 2. Last year the number of our contracts … by .. %. 3. This year raw materials prices … by …%. 4. The sales to Montreal [montri:ó:l] … by …%. 5. Next year our productivity … by …%. 6. In summer the number of the employees usually … by …%. 7. Their profits … in comparison with the same period of the last year. 8. The market share … by … % in comparison with … . 9. The number of our suppliers … from … in … to … in… . Translate the sentences into Russian. 3) Translate the sentences into English: 1. В прошлом году оборот нашей компании вырос на два процента. 2. Их зарплаты падают. 3. В следующем году возрастут цены на сырье. 4. Производительность снизилась на 15%, по сравнению с предшествующим (the previous) годом. 5. Число сотрудников компании обычно возрастает. 6. На прошедшей неделе число их поставщиков снизилось. 7. Число наших клиентов выросло с 15 в 1994 году до 125 в 2003 году.   4) Draw diagrams concerning your company or organization you know on a separate sheet of paper. Describe the number of the employees, the turnover, the annual growth, the salaries, the number of the customers, the number of the suppliers. Use the following word expressions: 1. In 2000, the number of the employees increased by 15% in comparison with 1999. 2. The turnover increased by 23%. 3. The turnover decreased by 12%. 4. The profit has risen this year. 5. In twenty hundred the productivity fell by 10%. 6. As can be seen from the diagram the salaries are growing now     Success in Small Business The greatest determinant of the success of your business is you, your character and skills. This you must believe if your business is to have any chance of prospering. The type of a person who blames external factors for failure and believes that his own decisions have little impact" on the course of events" is not suited to building a business. The conventional image of an entrepreneur is of a strong-minded, positive risk-taker with a sense of destiny, seizing the ever-present opportunities. Motives for starting a business may range from achieving monetary gain for enhancing status to establishing a comfortable working environment. Generally, when people engage in manufacturing or trade, they do so in order to gain wealth and/or power, but their activity is good for all of society. The more goods they make or trade, the more goods people will have. The more people who manufacture and trade, the greater the competition. Competition among manufacturers and merchants helps all people by providing even more goods and probably at lower prices. This activity creates jobs and spreads wealth. When it comes to establishing a business in theory, a well-run business should succeed in any market. In practice, however, you can make success more likely by choosing your product and market carefully. Running your own business doesn't mean that you have to be an expert at everything; but you do have to appreciate the importance of likely causes of failure so that you can control your business properly. Most of these causes of failure are a result of lack of skills. Try to require an appreciation of the crucial factors. Watch out for these factors by seeking training or advice from others in these areas in which you are weak. The conventional view is that your business is more likely to be successful if it fulfils these criteria: • The people involved realistically assess their strengths and weaknesses and try to overcome short-comings. (This is the most important criterion). • The idea and the market for it has necessary growth potential. • Financing is sufficient to cover the short-fall of working capital especially in the early days. If you cannot fulfil these criteria at the moment, do not accept defeat; you may be able to in the future. Most of the processes can be learnt and acquired if your personality allows for realistic self-assessment. You will fail if your operation does not match up well to the three criteria mentioned above. Of course, it's true that small businesses often fail. Often, failure of a small business venture turns out to be a valuable learning experience for the entrepreneur, who may be more successful the second or third time. Unsuccessful attempts to start a business become part of the larger process of sorting out the market and making it more efficient. Small businesses often grow into large ones, adding to the economic stability of the nation.   TASKS I. Read the words to the text. Pronounce them correctly and learn their Russian equivalents:
skill умение conventional обычный, традиционный
prosper процветать image образ
impact влияние entrepreneur предприниматель
seize схватить, воспользоваться cause причина, быть причиной
sense чувство lack недостаток, нехватка (ать)
destiny судьба crucial критический, решающий
enhance повышать, увеличивать advice совет
wealth богатство weak слабый
power власть spread распространять
assess оценивать seek искать
defeat поражение    

 

II. Make a list of international words. Learn their pronunciation and meanings.

 

III. Give Russian equivalents to the word combinations:

a chance of prospering; to have little impact on; building (establishing) a business; a well-run business; a comfortable working surrounding; to run a business; to control a business properly; to appreciate the importance of; to seek training or advice from others; the people involved; to cover the short-fall of working capital; to match up to the criteria.

 

IV. Give English equivalents to the word combinations:

успехи в бизнесе; верить в свой бизнес; обвинять внешние факторы; ход событий; преуспеть на любом рынке; получение денежной прибыли; сочетание личных и деловых целей; возможные причины неудач; конкуренция среди производителей и торговцев; заниматься производством и торговлей; производить больше товаров; по более низким ценам; реально оценивать сильные и слабые стороны; не считать себя побежденным; оказаться ценным опытом; стать частью процесса сортировки рынка; способствовать экономической стабильности.

 

Starting-uр Financing

The young businessman must find sources of money that will last until revenue begins to exceed cash outflows. He must be creative in finding start-up funding. New small businesses can start with the businessman's own assets. On top of that, start-up financing may come from friends and relatives. The larger businesses can obtain funds from venture capital investors.

One of the personal assets the businessman can use to raise funds for the business is his home. The value of the home that the owner has paid for is called the owner's equity in the home. By 128 pledging this equity, the homeowner can obtain a second mortgage or a home equity loan.

A businessman can find another source of start-up financing by a life insurance policy. Many policies build up cash surrender value - the money that the policy holder can borrow at a low interest rate.

Those who need more funds can obtain a variable rate installment loan. It is a personal loan with an interest rate tied to the prime rate or some other index. When the index changes the rate changes in the same direction.

Some good sources of start-up funds are family members and friends. Many people can afford to lend at a low interest rate. The lender can share ownership of the business or can become a partner or shareholder in a corporation.

In some cases new companies can obtain cash from venture capital firms. These financial intermediaries specialize in funding ventures with good promise and invest in businesses which generate high profits within five years. Initially venture capital firms invested in high-tech industries, but now other branches enjoy this kind of financial aid, especially those working in the health-care field. The venture capital firms provide seed money to start a new company funds to help the venture grow and gain the market and money to buy out a business.

Small Business in the USA

Not all people who start businesses dream of huge multimillion-dollar corporations with international sales. Many just want to sell things - fruits and vegetables, home appliances, clothes or computers so that they can be «their own bosses». These small businesses are an important part of the economy. Many of them provide needed goods and services in city neighborhood, in small towns or in rural areas, where large companies might not provide adequate service.

Every year hundreds of thousands of Americans start their own businesses. A government agency, the Small Business Administration helps with information, advice, and, sometimes, loans and grants. Many large companies with many stores started as one-store operations.

The Coca-Cola company, which distributes its soft drinks around the world, began when a pharmacist mixed together the first Coca-Cola drink and began selling in the southern city of Atlanta, Georgia. Вlue jeans, the popular denim trousers known to teenagers around the world, were invented by a poor cloth peddler who sold his first pair to gold miners in California in the 1880s. His company, Levi Strauss, remains one of the largest clothing manufacturers in the United States.

One of the most significant changes in recent decades has been a shift away from the production of goods to the delivery of services as the dominant feature of the American economy. Where once most workers in the United States produced actual goods - from tooth-paste to tires - most Americans today work in the sector of the economy that is broadly defined as providing services. Service industries include retail businesses, hotels and restaurants, federal and local government, office administration, banking and finance, and many other types of work. At the same time, as many traditional manufacturing enterprises in the United States decline or grow slowly, new companies spring up that are developing high technology computer, aerospace or biochemical products and services.

Business organizations in the US have been eager to spread the message of free enterprise to new generations of Americans.

Through a variety of means, they carry their message into the schools and into the television screens of the nation. One of many activities sponsored by US businesses is a nationwide program called Junior Achievement. Local business people help high-school-age «junior achievers» to organize small companies, sell stock to friends and parents, produce and market a product (key chains, perhaps, or wall decorations) and pay stockholders a dividend. The same young people act as company officers, sales people and production workers. The idea is to give young people a deeper appreciation to the role entrepreneurship plays in a capitalist society and to give them experience in business practices.

The list of best selling books often includes works by successful business people relating their personal formulas for getting ahead.

 

TASKS

I. Read the texts attentively. Make up logical plan and put questions to each of the text. Retell the texts concentrating on the problems of a) starting and running small business; b) small business in America. Compare the situation with small business in the USA to that in your country.

 

II. Read and discuss the proverbs. Use them in your speech to make it more expressive.

Nothing ventured, nothing gained.

Fortune favours the brave.

If you want a thing to be done well do it yourself.

Better a little fire that warms than a big fire that burns.

III. Speak about the aims and motives for starting small business and its economic contributions. Use the material of the unit.

 

IV. Imagine that you are going to start your own business. Use the material of the unit to describe the situation (your actions, problems, perspectives, etc.).

 

 

SUCCESS IN BUSINESS

If you start a business of your own, your aim is to do well, in other words — to succeed. Every person under stands the word "success" in his own way. And what does "success" in business mean for you? Tick the suitable answer and explain why you have chosen it.

Success is

when you are popular with your customers;

when your products cost a lot;

a lot of money earned;

when you win all the competitions among other companies specializing in the same area;

when you reach all your goals;

when your company is constantly expanding;

when the staff is working as a good team.

 

Loan — заем

maturity— срок платежа по векселю

desirable— желательный, подходящий

borrowing— заем; заимствование

a tax deductible expense— расход (трата), не облагаемый налогом

common stock— акционерный капитал; акция

to lend— давать взаймы; одолжить, ссужать

affair— дело

to vote— голосовать

a board of directors— совет директоров

sufficient— достаточный

to absorb— поглощать, забирать

to diminish— уменьшать

inventory— товарно-материальные ценности

insurance company— страховая компания

scarce— недостаточный, скудный

to be content— быть согласным

to plow back— вкладывать

 

TASKS

From the text.

1. A bond is___________.

a) a written promise to pay a definite sum of money in a year

b) an oral promise to pay a specific amount of money at a certain date in the future

c) a written promise to pay a specific amount of money which allows to pay it either at a certain date in the future or periodically over the course of a loan

2. Investors who buy common stock can__________.

a) receive dividends

b) manage a company

c) vote for the board of directors

3. The corporations called "growth companies" usually

a) reinvest the most of their profits in research and expansion

b) pay out the most of their profits in the form of dividends to their stockholders

c) assure their stockholders a small but steady dividend

 

II. Find the false sentences and correct them using the information from the text.

1. Bonds are desirable for many companies because there is no interest rate in them.

2. Interest paid on bonds is a tax deductible business expense for the corporation.

3. As holders of bonds have lent their money to the company, they have voice in its affairs and can share all profits and losses.

4. When a company's assets are large, it can create capital by voting to issue additional shares of common stock.

5. The owners of a "preferred" stock are always paid first.

6. If there is little money, interest rates will move downward.

7. The typical corporation prefers to use all the principal methods of raising money for expansion.

 

III. Match the beginnings of the sentences to their ends using the information from the text.

1. Five main methods used by corporation to raise new capital are...

2. A bond is...

3. Interest paid on bond is...

4. Issuing too much stock ...

5. A preferred stock is...

6. Short-term capital is...

7. If plenty of money is available for loans...

8. A "growth company" is...

A. a written promise to pay a specific amount of money at a certain date in the future or periodically over the course of a loan.

B. diminishes the basic value of each share.

C. a stock which dividends are paid before those with common stock.

D. issuing bonds, issuing preferred stock, borrowing, sales of common stock and using profits.

E. a corporation which takes most of its profits and reinvests them in research and expansion.

F. a tax deductible business expense for the corporation.

G. the rate will tend to move downward.

H. working capital to finance inventories.

 

Probably, the best award for your business will be success itself, but in some countries if you really do well, you can get a special prize. Read an article about this and say if it's possible to organize such kind of competition in our country.

 

The 1998 Highlands and Islands Business Awards are open to firms large and small, offering the chance of winning fame and fortune.

Hundreds of companies have taken part over the years in the awards, which this year are co-sponsored by the Highlands and Islands office to accountants Ernst and Young, the Press and Journal and, new sponsors for 1998, HIE Ventures Ltd.

Reflecting the diversity of the area's businesses, they offer four categories:

Larger business, smaller business, tourism and the most promising newcomer — and an overall prize of Highlands and Islands Business of the Year.

The larger business category is open to businesses operating with an annual turnover exceeding 1500,000 or more than 20 employees.

The winner will receive the Ernst and Young Acorn Award, designed by Caithness Glass, a parchment scroll, cover plaque and publicity from Press and Journal, and another prize to be announced.

Firms with an annual turnover of up to J500,000 or up to 20 employees can enter the smaller business category. The winner will receive another original Ernst and Young Acorn Award, similar recognition from Press and Journal and an other prize to be announced.

The Highlands and Islands Tourism Award will go to businesses, regardless of size, operating in the area's vital tourism market.

The criteria, in addition to the basic of a good and potentially enduring business, will include quality of product or services and success in identifying, meeting the needs and attracting target markets. The winner will receive the Ernst and Young Acorn Award, Press and Journal publicity and a prize to be announced.

The judges will assess answers to the questions listed on the entry form to help them establish how well each business plans for the future, designs its products or services, monitors its performance and addresses its market.

All responses will be helpful in judging the potential of each firm for sustained development as a contributor of the economy of the Highlands and Islands.

Interested firms can pick up entry forms at Ernst and Young's Inverness office in Moray House, bank Street, or from the Press and Journal offices in Academy Street, Inverness. More details can be obtained by calling (01343) 237581.

The 1998 Highlands and Islands Business Awards will be Presented at the Awards Luncheon to be held at Eden Court Theatre, Inverness, on a date to be announced.

Vocabulary

to vie — сопер



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