Read the text and translate in into Russian.
Read the text and translate in into Russian.
Company Organisation
A. There are a lot of kinds of companies in the world. They stand for different areas in business such as chemicals, insurance, retailing, engineering, transport, banking, etc. Most companies are made up of three groups of people: the shareholders (who provide the capital), the management and the workforce.. The management structure of a typical company is shown in this organisation chart.
BOARD OF DIRECTORS
MANAGING DIRECTIORS
SENIOR MANAGEMENT
MIDDLE MANAGEMENT
At the top of company hierarchy is the Board of Directors, headed by the Chairperson or President. The Board is responsible for policy decision and strategy. It will usually appoint a Managing Directors or Chief Executive Officer, who has overall responsibility for the running of the business. Senior managers or company officers head the various departments or functions within the company, which may include the following.
a Marketing e Finance
b Public Relations f Production
c Information Technology or IT g Research and Development or R and D
d Personnel or Human Resources
B. Some words about the organizational structure of Rossomon. The Managing Director, that is Mr Bunce, is responsible for running the company and is accountable to the Board.
He is assisted by four executive departments. These are Human Resources, which is responsible for personnel, training and management development; then there is the Finance Department which takes care of corporate finance and accounting; next there is the Management Services Department, led by Peter Jenkins who is in charge of rationalisation throughout the company; and finally there is the R&D Department. – research and development – which works closely with the five regions on new product development.
The regions. Directly under the Managing Director, there are five Regional Managers. Each of them is responsible for the day-to-day management of a territory – these are geographically split into North, South, East, West and Central Regions.
The five regions are supported by two sections – Marketing and Technical Services. They are organised on a matrix basis with section leaders accountable to the Regional Managers. They work closely with the regions on the marketing and technical side.
In addition to the parent company , Rossomon has three subsidiaries, namely Rossomon France, Germany and Japan. The subsidiaries report to the Export Sales Department, which in turn is accountable to the Board.
Answer the questions (text A).
1. How do we call the person who heads the Board of Directors? 2. What is the Board responsible for? 3. Who does it usually appoint? 4. What is the function of CEO?
Retell the text (text A).
Draw the organisation chart of Rossomon Company (text B).
Can you say to whom the following people report?
Managing Directors
Regional Manager
Human Resources Manager
Rossomon France Manager
Answer the questions (text B).
1. Who runs the company? 2. Who assists Mr Bunce? 3. What department takes care of accounting? 4. What department works closely with the five regions on new product development?
Retell the text.
Text 2
Can you match the jobs and departments with their Russian equivalents?
1) Board of Directors a. отдел маркетинга
2) Chairman b. директор-распорядитель
3) Managing Director c. коммерческий директор
4) PR (Public Relations) Officer d. бухгалтерия
5) Chief Accountant e. плановый отдел
6) Sales Mngr. f. председатель
7) Sales Department g. сотрудник по связям с
8) Finance Dpt. общественностью
9) Accounts/ Accounting Dpt. h. главный бухгалтер
10) Advertising Dpt. i. отдел сбыта, коммерческий отдел
11) Training Dpt. j. совет директоров
12) Plaining Dpt. k. отдел исследований и развития
13) Marketing Dpt. l. финансовый отдел
14) R&D/ Research & m. отдел рекламы
Develipment Dpt. n. отдел обучения и подготовки кадров
15) Administration Dpt. o. отдел снабжения
16) Distribution Dpt. p. производственный отдел
17)Packaging Dpt. q.отдел кадров
18) Production Dpt. r. отдел упаковки товара
19) Purchasing Dpt. s. отдел административного управления
20) Personnel Dpt. t. отдел распространения продукции
Speak about the work of the management team.
5. What sub-departments does R&D have?
What do they do?
AMERICAN BRTISH
President Chairman
Chief Executive Officer Managing Director
Vice President Director
Financial Controller Accountant
Director Manager
Personal Director Personal Manager
Marketing Director Marketing Manager etc.
9. When you want to classify someone in a company, you can do it according to:
- their responsibility;
- their position in the hierarchy;
- their job specification;
- their location.
10. Alice Everett (AE) has decided to explain to Hilary:
who is who in the company;
who is responsible for what on the company;
who everybody works for.
WHO IS WHO IN THE COMPANY
AE: I think I’d better take this opportunity to explain to you exactly who’s who in the company. You’ll need to know who to go to if you want to contact a particular manager. Let’s start right at the top: David Burton is the Managing Director and his Personal Assistant is Mary Wilkins. The Personnel, Marketing and Finance/
HB:Uh-huh.
AE:Right. Let’s deal with each one in turn. Michael Scott looks after Production, and his title is Production Manager, and Daniel Harkin works as Personal Assistant in the Production Department. Then there are two secretaries. Is that clear?
HB:Yes.
AE:Moving on to Personnel, we’ve got Sheila Polson, and her title is Personnel Director. Jane Hargreaves works for Sheila Polson as Personnel Assistant. And then there are two secretaries in the department. OK?
HB:Yes, fine.
AE:As you know, I’m the Marketing Manager and for the next two months you are going to work as my Personnel Assistant. Helen Wright and Karen Williams, the two secretaries in the department, will report to you. Is that clear?
HB:Uh-huh.
AE:And finally, Paul Cummins is responsible for the Finance Department. His PA is Judith Walker. And then there are three secretaries in the department. You’ve met one already, I think. So that’s a brief overview of the structure of the company. Do you have any questions?
Text 3
About Zodiac Inc.
Zodiac Inc. is a global company with three distinct brands – Zodiac, Gemini and Capricorn – and revenues topping $8 billion. The company has its headquarters in Seattle. At the heart of our company are more than 100,000 people worldwide, supporting our catalog and website operations.
Long-term, quality growth has always been a priority at Zodiac Inc. – which is why we’re constantly improving the way we sell our products, serve our customers and run our business.
1.
| Brands | Zodiac, Gemini, Capricorn |
| Revenues | |
| Headquarters | |
| Number of employees | |
| Main aim |
Company milestones
1971 Walter Lewis opens the first Zodiac store in Seattle.
1978 Zodiac goes public, offering half a million shares of stock on the New
York Stock Exchange.
1984 Capricorn opens its first store, selling children’s clothes.
1989 Zodiac goes international, opening its first store outside the US in
Japan.
1991 Zodiac’s first Canadian store opens in Toronto, Ontario.
1992 Zodiac launches its Gemini discount brand in Manhattan.
1994 Zodiac enters the French market, opening a store in Paris.
1996 First Zodiac and Capricorn stores open in the UK and Germany.
1997 Zodiac opens its first baby-only store in Seattle.
1998 Zodiac goes online at zodiac.com and achieves sales of $280 million.
1999 Capricorn goes online and introduces its private label credit card and
catalog.
2000 Zodiac establishes more than 200 new stores.
2001 Gemini launches its Online Store at Gemini.com.
3. Match words on the left from ‘Company milestones’ with their definitions.
1 go public a) sell in overseas markets
2 go international b) trade on the Net
3 launch c) offer shares on the stick market
4 go online d) introduce
5 achieve sales e) set up
6 establish f) reach a sales target
The Levi’s Story
The company makes the most famous and popular trousers in the world. They are made of very strong cotton. There are not many genuinely classic brands, but Levi’s have earned themselves a place among the Coca-Colas, Zippos, Bics, Levi Strauss’s achievement is formidable: from a small family firm to a massive international concern.
Levi Strauss was a German immigrant who arrived in San Francisco in 1853. First, he made tents for gold prospectors. Then, he started to make trousers from the same material. In the early 1960s, Levi Strauss was sky-rocketing. American firms and music had spread to Europe and jeans had come to symbolize a new, youth culture. Kids decided that denim would become their uniform, a visible statement of a new, exciting lifestyle. In 1873, Levi’s dyed the trousers blue. Levi’s headquarters today are still in San Francisco and, in 1993, they sold 50 million pairs of their “501” blue jeans.
The company was not always successful. In the 1980s, they had problems but they changed management and in 1985 Bob Haas became President of the company. With large investment in marketing and advertising, Levi’s relaunched the original “501” jeans. The campaign was a huge success. In Great Britain the advertising was so successful that sales of “501” jeans rose by 800%.
Today, about 16,000,000 pairs of “501” jeans are sold in Western Europe and they are all made in factories in Scotland and France. More than half of Levi’s profits come from export.
The factory in France employs about 540 people who, produce 18,000 pairs of jeans every day. With thirty-five factories in the US, the company is a major employer, particularly in the South. Unfortunately, because this is such a popular product there are many “private” copies made also. In 1993, for example, police throughout the world found 2,000,000 fake pairs of Levi’s jeans.
In the future, they hope that more companies will allow casual dress so that sales will rise as office employees start to wear jeans to work. Just what Levi Strauss designed more than one hundred years ago – working trousers!
Marcia Lee Jeans
Background
Marcia Lee Jeans is based in New York. Its brand is well known in the United States. The jeans sell in the upper price rangers and appeal to fashion conscious people aged 15 to 40. They are distributed in major department stores throughout the country. At pleasant, the jeans are made in the US by a number of factories on the East coast, none of which are owned by Marcia Lee Jeans. Competition in this segment of the market in strong, so the company has to keep costs as low as possible in order to remain profitable.
In the next 10 years, Marcia Lee plans to expand in Europe and Southeast Asia so that it becomes a global company. To do this, it has decided to build its own factory in an overseas country. The factory will have approximately 2,000 workers who will produce the jeans. These workers will be recruited locally. Denim, the raw material which is used to make the jeans, will be imported from several counties.
The company is considering three countries as a location for the factory. There is some information about each country. They are code named A, B, C.
COUNTRY A
Economy
· Growth rate: 2% per year
· Inflation rate: 5%
· Unemployment rate: 25%-30%
· The country has a lot of debt and is trying to modernize its economy.
Transport
· Good rail network but poor roads
· New international airport
· The main seaport is in poor condition.
Labour
· Unskilled labour available. A lot of training needed for jeans production
· No unions in most industries
· Wage rates: very low.
Comments
The country has a military government. Bribery is common. Political problems: the people in the north want to become an independent state. The government will contribute 30% towards the coast of a new factory.
COUNTRY B
Economy
· Growth rate: 1,5%
· Inflation rate: 0,5%
· Unemployment rate: 3%
· A modern industrial country with many manufacturing industries.
Transport
· Has a fully integrated road and rail network
· International airport
· No seaport
Labour
· Not a lot of skilled labour available
· Strong unions
· Wage rates: high
Comments
The country has a stable government. It is a member of a large trading group. There are street new laws on pollution. There are no tax incentives for building new factories. Business tax is very high.
COUNTRY C
Economy
· Growth rate: 4%
· Inflation rate: 5%
· Interest rates: 8%-12%
· Unemployment rate: 12%
· Government encourages the privatization of industry
Transport
· Road and rail network is in poor condition
· Government has started a big investment programme for the transport system. It will take 5-10 years to complete.
Labour
· Large supply of skilled workers, but they are not used to working long hours
· Strong unions
· Wage rates: low
Comments
A lot of paperwork is required for new businesses. There are problems with air and water pollution. Profits are tax free for the first three years after a factory has been built.
Companies must pay 5% of their profits into a fund for training their workers.
Case study. You are member of the planning committee. Discuss the advantages and disadvantages of each location. Decide which is the most suitable location for the new jeans factory.
Text 6
Colgate-Palmolive Company
William Colgate founded the Colgate Company in 1806 as a starch, soap and candle business in New York City. For the first hundred years, the company did all its business in the United States. However, in the early 1900s, the company began an aggressive expansion programme that led to the establishment of Colgate operations in countries throughout Europe, Latin America and the Far East. In more recent years it has setup operations in Turkey, Pakistan, Saudi Arabia, Eastern Europe and China. Colgate-Palmolive became a truly global consumer products company, worth $8.7 bn and selling in more than 200 countries.
Colgate-Palmolive’s five main sectors of business are: Oral Care, Body Care, Household Surface Care, Fabric Care and Pet Nutrition and Health Care. In the area of Oral Care, Colgate-Palmolive is the world leader in toothpaste. As a result of the company’s heavy investment in research and technology, it has developed many successful toothpastes, rinses and toothbrushes. To strengthen its presence in professional products, Colgate-Palmolive has bought the Ora Pharm Company of Australia and the dental therapeutics business of Scherer Laboratories USA in 1990. For many years, the company had a strong dental education programme in schools throughout the world and maintained a close partnership with the international dental community. Recently it has created a web site for dental professionals.
The company has always paid close attention to the environment. It has already made great progress in the use of recyclable bottles and packaging materials.
Text 7
Fabtek
Fabtek is a small company based in Hamburg, Germany. It has produced a new type of fabric called Protean, which can be used for a wide variety of products. Protean has many advantages.
· It is light, strong and long-lasting.
· It can be made very thick or so thin that it becomes translucent.
· It can be made in any colour.
· It is flexible and soft to the touch.
· The fabric is made from fibres similar to nylon and polyester. These are coated with metals so that the fabric can conduct electricity.
Fabtek believes that Protean has great sales potential. At present, it is trying to expand sales by licensing other manufacturers to produce interesting new products with Protean.
Fabtek already has a licensing agreement with one firm, which has produced some award-winning products using Protean. Here are three.
1. ‘Dazzle’ – A range of shoes for young women
Selling points:
· Light and comfortable – adapt to the shape of a person’s foot
· Their colour can be changed at any time
· Shiny, smart and very durable
· Ideal for dancing
2. Protean steering wheel
Selling points:
· Better grip for drivers
· Safer than all other steering wheels
· Very pleasant to the touch
· Low production costs
3. Protean watch straps
Selling points:
· Waterproof and easy to clean
· Anyone can wear them – non-allergic
· More beautiful than other straps
· Light up in the dark
Recently, Fabtek contacted Gadget Plc, a company with over 2,000 products and a worldwide network of sales offices. Gadget has designed and developed many best-selling electronic, household and automobile products. Fabtek has asked Gadget to come up with new ideas for using Protean. Here is an extract from a letter which Fabtek’s Chief Executive sent to Gadget’s Development Manager.
“We are looking for partners to manufacture products using Protean. We want to work with firms that are creative and which can design exciting, innovative products.
We invite you to sent us three concepts for new products in the following forms:
1. A description of the product
2. Its selling points
3. Ways in which the products is really new
4. Its target consumers and main buyers
5. Price which will attract the most buyers
6. places where you can sell it
7. An advertising and promotion plan”
Sum up the text.
Text 2
Applying for a New Job
In most parts of the world it is common to submit a typed CV (curriculum vitae – British English) or resume (American English). This contains all the unchanging information about you: your education, background experience. This usually accompanies a letter of application. Interviews may take many forms in business today: from the traditional one-to-one interview to panel interview where several candidates are interviewed by a panel of interviewers, to “deep-end” interviews where applicants have to demonstrate how they can cope in actual business situations. Moreover, the atmosphere of an interview may vary from the informal to the formal and from the kindly to the sadistic. Fashions seem to change quite rapidly in interview techniques and the only rules that applicants should be aware of may be “Expect the unexpected” and “Be yourself”!
In different countries, different trades and different grades, the salary that goes with a job may be only part of the package: perks like a company car or cheap housing loans, bonuses paid in a “thirteenth month”, company pension schemes, generous holidays or flexible working hours may all contribute to the attractiveness of a job.
Text 3
The letter of application
The letter of application can be as important as the CV in that it often provides the first direct contact between a candidate and the employer. If this letter is not well written and presented, it will make a poor impression. The letter of application normally contains four parts in which you should:
· confirm that you wish to apply and say where you learned about the job
· say why you are interested in the position and your interests are the same as those of the company
· show that you can contribute to the job by high-lighting your most relevant skills and experience
· indicate your willingness to attend an interview (and possibly say when you would be free to attend)
Curriculum Vitae
Name:Camilla M. Wilson.
Address:12 East EndRoad, London, N.W. 44
Telephone:50161152 (home) 0845802 (work)
Date of Birth:1 June 1990
Marital Status:single
Education:
Bell Comprehensive School, London
London Technical College
Qualifications:
Certificate of Secondary Education
Maths, English, Geography, History, Chemistry
General Certificate of Education
“0” level. Commerce, Economics, Spanish
General National Vocational Qualifications
Business, Computer Information Systems
Business Technician Education Council
National Secretarial Practice
Experience:
Secretary
to Sales Director: BIM Network, London 2008-2009
Personal Assistant
to Export Manager: BIM Network, London 2010 to date
For the last two years I have been responsible for international and public relations of BIM Networks.
Other information:
I am computer literate and like to work on my own initiative. I have been to Russia, representing BIM Networks at the International Computer Exhibitions. I speak Russian quite well (international level), French very well (advanced level).
Interests:
Languages, tennis, reading, computer programs, classical music
References:
Mr. J. Dike, Personal Manager, BIM Networks
Miss Joanna Raynor, Head Teacher, Bell Comprehensive School.
Text 5
Interview
1. Tell me about yourself.
2. What do you think are your strengths and weaknesses?
3. We have a lot of applicants for this job. Why should w appoint you?
4. What has been your most valuable experience?
5. How would you describe your personality?
6. When did you last lose your temper? Describe what happens.
7. Which is more important to you: status or money?
8. How long do you think you’d stay with us if you were appointed?
9. Why do you want to leave your present job?
10. What makes you think you’d enjoy working for us?
11. Are you an ambitious, keen and reliable person?
12. What would you like to be doing ten years from now?
13. What are you most proud of having done in your present job?
14. What was the worst problem you have had in your present job and how did you solve it?
15. What is the best idea you’ve had in the past months?
16. What is your worst fault and what is your best quality?
17. Don’t you think you’re a little young/old for this job?
18. What are your long-range goals?
19. Describe your present job – what do you find rewarding about it?
20. What do you do in your spare time?
21. What newspapers and magazines do you read?
22. Do you like traveling?
23. What excites you about the job you’re doing now?
24. What worries you about the job you’re doing now?
25. Describe your ideal boss.
26. How would you rate your present boss?
Assistant Marketing Manager
We are a well-know international manufacturer, based in the UK, and we are expanding our export marketing activities in our European headquarters in London.
We are looking for a lively and intelligent person to join our team as soon as possible.
The work will involve working in our London office, telephoning and corresponding with our overseas clients and agents, and some travel, mainly to European countries. Applicants should be fluent in at least one foreign language. Experience in marketing would be an asset but not essential.
The successful applicant will be paid top London rates and provided with generous removal expenses.
Read the following job ads.
Branch Ltd.
We are leading supplier
of high quality office
furniture and industry
equipment.
Due to expansion
we are looking for
SALES
REPRESENTATIVES
with Sales Manager potential
Requirements:
25-30 years old
Enthusiastic and social personality
Good self-confidence
Service minded
Fluent English
Please send your CV
with hand-written
application
to:Box#S668,
West Post,
Nevsky 86, fax 275-0806
Pizza
Hut
Is seeking Young
and Energetic
RESTAURANT
MANAGERS
We require:
Excellent English and
Native Russian
Higher Education Degree
Permanent Residency in
St Petersburg
No Prior Restaurant
Experience Necessary
We offer:
3 months of all expenses paid training abroad
Convenient work schedule
Growth potential in a prestigious company
For an interview please
come to:
St Petersburg
Tuesday 21 and
Thursday 23,
Pm-7pm
Or call Svetlana at
312-8135
Am-5pm, Mon-Fri
The St Petersburg Times
Needs a
SECRETARY
Requirements:
Native Russian speaker
Initiative
Computer skills
Able to work under
pressure in a busy
office
Foreign languages an
advantage
Send resumes to:
Yana, St Petersburg
Times, 5 Razyezhaya
Ulista, or by fax to
314-21-20.
PUBLIC RELATIONS
MANAGER
required
by expanding company
manufacturing office furniture.
Applicants must have
extensive PR
experience and be able
to coordinate all
aspects of publicity,
from design
to production.
Applications with
Resumes should be sent
To Mr Luisa Perero via fax.
Fax numberis
(212)963-3134
Fast-Track Inc.
Fast-Track Inc., based in Boston, US, sells corporate training videos and management training courses. Fast-Track is looking for a new Sales Manager for its subsidiary in Warsaw, Poland. Fast-Track advertised the vacancy only inside the company as it believes in offering career opportunities to its staff.
Joanna Pelc
Polish, aged 30
EducationFinished secondary school.
Diploma in Marketing.
Experience Has worked for Fast-Track as a sales representative since leaving school. Has a good knowledge of computing.
Achievements Has had the best sales results of the team during the last five years. She looks after some of the company’s most important customers.
LanguagesExcellent Polish and Russian. English – good vocabulary but not very fluent.
Interviewer’s commentsVery strong personality. Energetic and confident. Sometimes appeared aggressive during the interview. Will she be a good team player?
Robert Kaminsky
Polish, aged 52
EducationUniversity degree (engineering)
Experience Wide experience in a variety of industries. Joined Fast-Track five years ago as Regional Manager for the south of Poland.
AchievementsHas been very successful, increasing sales by 12 % over the five-year period.
LanguagesFluent Polish and English
Interviewer’s commentsVery calm and relaxed, he moves and talks slowly. A hard worker. He never leaves the office before seven in the evening. Not creative members of a team. Respected by previous staff. Current staff think he is practical and reliable.
Anna Belinski
German, aged 42
EducationUniversity degree (History)
ExperienceOver 15 years as a sales representative in Germany, the US and Poland. Joined Fast-Track a year ago. Has some experience designing websites for companies.
AchievementsA good sales records in all her previous jobs. In her first year with Fast-Track her sales results have been satisfactory.
Languages Fluent German, English and Polish.
Interviewer’s commentsQuiet but knows her own mind. Rather nervous at the interview. Might be good at team building but would probably depend too much on other people. Had some interesting ideas for developing our website. Good at computing and handling figures. Likes administration. Didn’t seem to have many ideas about the feature of the company.
UNIT III
Presentation – 1
Pre – Text Activities
I. Try to recognize the international words without using a dictionary:
Enthusiasm n, enthusiastic a, force n, reason n, separate a, separately adv, total a, totally adv.
II. Make sure you remember the following words:
Aim n, among(st) prep, bring v (brought), customer n, differ v, different a, divide v, important a, knowledge n, leave v (left), main a, probably adv, purpose n, to take v (took, taken) part, win v (won).
III. Learn the words:
1. actually adv. фактически, на самом деле;
2. approach n 1) подход к решению; 2) метод, теория;
3. benefit n 1) польза, благо 2) выгода;
4. consider v 1) рассматривать, обсуждать 2) обдумывать
3) принимать во внимание, учитывать;
5. ensure v обеспечивать, гарантировать;
6. equipment n 1) оборудование 2) аппаратура;
7. to get smb., smth. to a place доставлять кого-либо, что-либо, куда-либо;
8. get across phr v чётко убедительно объяснить,
донести до слушателя;
9. get involved погружаться (во что-либо),
быть занятым (чем-либо);
10. handout n 1) рекламная листовка, проспект 2) отпечатанный
текст (раздаваемый всем присутствующим)
3) бесплатный образчик, пробный образец
товара и т.п. (рекламный приём)
11. incentive n побудительный мотив, стимул;
12. infuse v вселять, внушать, зарождать (чувство);
13. launch v 1) начинать, предпринимать 2) выпускать,
выбрасывать (напр. Новые товары на рынок);
14. message n 1) сообщение 2) поручение, миссия 3) идея;
15. profit n 1) польза, выгода 2) прибыль, доход;
16. promote v 1) продвигать, повышать в чине или звании;
2) способствовать, стимулировать;
17. range n 1) пределы (колебаний, изменений)
2) ассортимент; номенклатура
~ of commodities /of items/ ассортимент /номенклатура/
(товаров)
18. take out phr v получать, приобретать;
19. ultimate a окончательный, основной.
VI. Choose the Russian equivalents for the English words (word - combinations). Learn them:
1. sales manager; a. продвигающийся;
2. sales presentation; b. организовывать компанию по
сбыту продукции;
3. to be linked together; c. стимулирование сбыта, продвижение товара;
4. sales force; d. заведующий отделом сбыта, коммерческий директор;
5. sales/selling campaign; e. область применения;
6. sales promotion; f. технический приём, способ/метод выполнения;
7. underway a; g. быть взаимосвязанным;
8. to get the sales campaign underway; h. принять во внимание;
9. area n; i. демонстрировать перспективному покупателю;
10. reason n; j. работники торговых предприятий, торговые агенты;
11. technique n; k. кампания по организации и стимулированию сбыта;
12. to take into consideration; l. причина, мотив, основание;
13. to get the new product there. m. доставить туда новый товар.
Keys:1d, 2i, 3g, 4j, 5k, 6c, 7a, 8b, 9e, 10l, 11f, 12h.
Preparation – 1
§ Planning Plan your presentation carefully. Thorough (1) preparation will make you more confident and help you to overcome your nervousness.
§ Objectives Think about what you want to achieve. Are you aiming to inform, persuade, train or entertain your audience?
§ AudienceWhom exactly will you be addressing? How many people will be attending? What do they need to know? What do they already know? What will they expect in terms of content and approach?
§ ContentBrainstorm (2) your ideas first. Then decide which are most relevant and appropriate to your audience and to your objectives and carry out any research that is necessary. Be selective! Don’t try to cram too much into your presentation.
§ ApproachA good rule of thumb (3) is to ‘tell your audience what you’re going to say, say it, then tell the audience what you’ve said’. Try to develop your key points in an interesting and varied way, drawing on relevant examples, figures etc. for support as appropriate. You might also like to include one or two anecdotes for additional variety and humour.
Notes: 1. thorough a – тщательный; 2. brainstorm v – обсуждать коллективно; 3. a rule of thumb – практическое правило.
Preparation – 2
§ OrganisationThink about how you will organize your content. Your presentation should have a clear, coherent structure and cover the points you wish a brief introduction and end with a brief conclusion. Use the introduction to welcome your audience, introduce your topic/subject, outline the structure of your talk, and provide guidelines on questions. Use the conclusion to summarise the main points of your presentation, thank the audience for their attention, and invite questions.
§ Visual aidsIf you have a lot of complex information to explain, think about using some charts, diagrams, graphs etc., on an overhead projector of flipchart. Visual aids can make a presentation more interesting and easier to understand, but make sure they are appropriate and clear – don’t try to put too much information on each one.
§ RehearsalAllow time to practise your presentation – this will give you a chance to identify any weak points or gaps. You will also be able to check the timing, and make sure you can pronounce any figures and proper names correctly and confidently.
Situation
Imagine:Your friend has bought one of the things described below.
1. Ask him/her if he/she is happy to have got it.
2. Ask him/her about the details of the purchase.
1. My very expensive Prada bag. It was a luxury buy. I was attracted by its style and it cost me a lot of money, far more than I would have spent before, but it’s extremely well-made and I suppose you could say it’s a timeless classic. I use it every day. It looks good in every situation and for every occasion.
2. I bought a tree seven years ago for my son’s birth. It cost £30. Now it’s magnificent tree. Its leaves change colour with the seasons. It provides shade; it’s a home for birds. When it’s bigger I’m going to build a tree house for the children to play in.
Presentation – 2
Pre – Text Activities
I. Try to recognize the international words without using dictionary:
Intimate a, limit v, limit n, media n, nervous a, personally adv, preparation n, professional a, projector n, slide n, various a, video n.
II. Make sure you remember the following words:
Benefit n, depend on (upon) v, forget v (forgot, forgotten), a lot of, to make notes, point n, prepare v, profit n, purpose n, useful a, way n, write (wrote, written), down.
III. Learn the words:
1. apply v 1. 1) обращаться с просьбой, просить (о чём либо);
2) подавать заявление(о приёме на работу, в
Учебное заведение и т.п.) 2. использовать,
применять, употреблять 3. касаться, относиться;
2. available a имеющийся в распоряжении, доступный;
3. deliver v 1. передавать, вручать 2. произносить, читать ;
to ~ a lecture высказываться, прочитать лекцию;
to ~ a speech произнести речь;
4. delivery n 1. доставка 2. поставка, передача 3.
1) произнесение(речи и т.п.)2) манера говорить,
дикция;
5. feature n особенность, характерная черта;
6. handout n 1) рекламная листовка 2) отпечатанный текст
(раздаваемый всем присутствующим) 3)
бесплатный пробный образец товара (рекламный
приём);
7. heading n 1) заглавие, заголовок 2) рубрика, раздел;
8. hire v снимать, брать напрокат;
9. point n 1) пункт, момент, точка;
~ sin a speech пункты речи (выступления); 2) главное, суть,
смысл;
I don’t see the ~ я не понимаю «соли»;
to keep to the ~ говорить по существу;
selling ~ точка, указывающая экономическую целесо-
образность продажи изделия(на диаграмме);
10. relevant a 1) относящийся к делу; 2) важный, необходимый
11. research n исследование, изучение;
12. set v (set) ставить (задачи, цели т.п.);
to ~ a goal/an objective поставить цель;
to ~ a task поставить задачу;
13. set up phr v 1. помещать. Ставить 2. вывешивать (для
обозрения);
to ~ a notice вывесить объявление.
IV. Choose the Russian equivalents for the English words (word - combinations). Learn them:
1. the more we learn, a. унести с собой;
The more we know;
2. to keep to the objective; b. или иначе об этом забывают;
3. as I mentioned earlier; с. вам всегда есть что дать (другим);
4. to go away with; d. чем больше мы учим, тем больше мы
знаем;
5. or else it’s forgotten; е. придерживаться цели, продолжать
идти к цели;
6. you’ve always got to f. как я уже упоминал ранее;
give something;
7. to get nervous; g. записать важные пункты
(выступления);
8. to make a profit; h. нервничать, волноваться;
9. it does take the nerves i. точка, указывающая экономическую
out of the presentation; целесообразность продажи изделия
(на диаграмме);
10. to write down the relevant j. получать прибыль, доход;
Points;
11. a selling point k. презентация, несомненно, перестаёт
быть напряжённой (это, конечно,
снимает нервозность во время
проведения презентации).
Key:1d, 2e, 3f, 4a, 5b, 6c, 7h, 8j, 9k, 10g, 11i.
The Main Secret of Success
As a sales manager Alan Wroxley has done a lot of presentations. Here he suggests how to take nerves out of any presentation.
He says that the larger the presentation or the presentation to more people, the more nervous you get. Also, the more you know about a product, the least nervous you get. So, he says, the idea is the have a good preparation for any presentation. It does take the nerves out of it.
There are different ways of getting the information across. It will depend on the type of presentation. If you are doing a small, rather intimate presentation, you might limit yourself to handouts, having equipment available for people to look at and use personally.
If it is a larger presentation, or slightly larger one, you will use an overhead projector. And then for the very big presentation when you are hiring a hotel, and you have got a lot of delegates coming from a long way away then often you will use a professional media company, you will have a very slick(1) presentation with music, with lights, with slides and often with video to get your message across. So those are the main tools of the job.
It is always useful, according to Alan Wroxley, to have handouts because when people come they might not write down the relevant points that you want them to write down, a lot of them will not make notes. Whatever presentation you are doing, you have always got to give something to go away with on what you have been presenting, or else it is forgotten.
Alan Wroxley thinks that the main secret of success in doing presentation is enthusiasm. If you have got enthusiasm for your product then the people who are listening to you will have enthusiasm. You can wander off(2), so it is important that you do your research to know what you are talking about. It is also necessary to keep objective you have set yourself.
Notes: 1. slick a - массовый, рассчитанный на массовую аудиторию, 2. wander off – отключиться /отойти/ от темы.
Answer the questions:
1. What is the title of the text?
2. Alan Wroxley has done a lot of presentations as a sales manager, hasn’t he?
3. What does he suggest in this text/
4. What is the key for taking the nerves out of any presentation?
5. What does the way of getting information across depend on?
6. What is the way of getting of information across in case of a small presentation?
7. What is the way of getting the information across in case of a larger presentation?
8. When is a very big presentation done?
9. What are the main tools of doing a very big presentation?
10. What is it always useful for the people to have? Why?
11. What is the main secret of success in doing presentations? Why?
Text 2
1. Well, what it means is that every machine we sell in the UK can communicate with those machines out there, so if there are 20 million in use, that means all of the machines that we’re selling can speak to those machines out there.
2. Let’s look at some figures, I’ll put them up on the screen now. The first you can see are that there are 15-20 million fax machines being used in the world. In the US along there are five and a half million faxes in use along. Now that does that mean to the UK? For most of the time when we’re selling, what we’re interested in is the size of the UK market. What do those world statistic mean to use?
3. I’m going to talk today about a new product, a new range of fax machines, and I’m not going to tell you only about the product but how by selling it, we can all make profit by doing just that. And that I suppose is the most important effect. How we can make profit.
4. Before doing so, I would like you to look at some very interesting statistics which I hope you’ll find very encouraging. I’d also like to tell you about some trends in the fax market. Then I’ll move on to my main topic. Is that all right? Is everybody happy with that?
5. The new range of faxes I’m going to familiarize you with are the fax 430, the 450 and of course our brand new 1200 PX. Now the main purpose of the talk, of my talk, is the outline the major benefits of using these models and I shall discuss this benefits in terms of Ease of Use and Cost Savings – probably the most important to your customers. So remember I shall discuss the major selling points of the machines under those headings.
Delivery – 1
§ Nerves!You will probably be nervous at the beginning of your presentation. Don’t worry – most people are nervous in this situation. Try not to speak too fast during the first couple of minutes – this is the time you establish your rapport with the audience and first impressions are very important. You may find it helpful to memorise your introduction.
§ Audience rapport(1)Try to be enthusiastic – your interest in the subject matter will carry your audience along. Look around your audience as you speak – eye contact is essential for maintaining a good rapport. You will also be able to pick up signals of boredom or disinterest, in which case you can cut your presentation short.
§ Body languageStand rather than sit when you are delivering your presentation and try to be aware of any repetitive hand gestures or awkward mannerisms that might irritate your audience.
§ Voice qualityYou must be clearly audible at all times – don’t let your voice drop at the end of sentences. If you vary your intonation, your voice will be more interesting to listen to and you will be able to make your points more effectively.
Note: rapport n – связь, взаимопонимание.
DELIVERY – 2
§ Visual aidsUse your visual aids confidently, making sure you allow your audience time to absorb information from flipcharts and transparencies.
§ Audience reactionBe ready to deal with any hostile questions. Polite, diplomatic answers are a good disarming tactic, but if you should find yourself ‘under fire’, suggest that the audience keeps any further questions until the end of the presentation and continue with your next point.
LANGUAGE
§ SimplicityUse short words and sentences that you are comfortable with. There is no benefit in using difficult language. Keep your language simple and clear.
§ ClarityActive verbs and concrete words are much clearer and easier to understand than passive verbs and abstract concepts. Avoid jargon unless you are sure all your audience will understand it.
§ SignallingIndicate when you’ve completed one point or section in your presentation and are moving on to the text. Give your audience clear signals as to the direction your presentation is talking.
Tara Fashions
| Where is the head office? | Cordoba, Spain |
| What does it sell? | |
| Who are its customers? | |
| Annual turnover? | |
| Annual net profits? | |
| Number of stores: in Spain? in other European cities? | |
| Strengths? | |
| Future plans? |
SITUATION
Imagine: Your friend has bought one of the things described below.
1. Ask him/her if he/she is happy to have got it.
2. Ask him/her about the details of the purchase.
1. The best thing I’ve ever bought is my camera because I can look back at all my travels and the people I’ve met, and it brings back memories that I can enjoy all my life.
2. Last week I bought some speakers for my Mac computer. They cost about £40, which is really good value. You just plug them into your computer and get sound as good as many hi-fis. This means I don’t have to buy a DVD player to watch films as I can do it on the computer and have a great sound.
Skills Practice
Role-play: Presentations
I. 1. You are a sales agent. You are making a presentation of your new product for a group of people. Try to do your best wing the pieces of advice given in “Some Hints for a Successful Presentation” (Text 3)
This is our new product – a CD tower system. As you can see, it’s attractive and stylish. The tower is made of wood and it holds twenty CDs. Let me tell you its dimensions. It’s 33 centimeters high, 18 centimeters long and 20 centimeters wide. And its selling price is just under £25 – a very competitive price.
It’s ideal for storing CDs and CD-Roms. It has several special features which should appeal to our customers. Firstly it has a soft-touch mechanism. This means you just touch a button and the CD comes out smoothly and quietly. Another advantage is that it’s easy to select the CD you want because the title is clearly displayed. A very useful feature too is that it’s simple to use. You can open the CD case without talking it off its tray.
The tower is well-designed. It’s robust, elegant and user-friendly. It’s very flexible I forgot to mention that – because the towers are modular, so you can put one on top of the other. That’s a big advantage for people who have lots of CDs. And one other thing, you can save £15 if you buy two units instead of one.
I think the CD tower will be one best-selling products. It really does meet the needs of music lovers. It’s so practical, it’s a high-quality product, and great value for money.
Are there any questions you’d like to ask?
Couture Wear 1970-1974
1) Calvin Klein 1970: Double-breasted camel-hair coat, brown leather buttons, wide collar and revers, long inset sleeves with buttoned wrist straps, self-fabric tie belt, outsized hip-level flap-and-patch pockets, knee-length flared skirt, decorative top-stitching on edges and seams. Orange knitted wool jumper with high polo-neck collar and long sleeves. Outsized peaked cap in the coat fabric. High tight-fitting brown leather boots, platform soles and low thick heels. 2) Yves Saint Laurent 1971. Hip-length double-breasted yellow satin jacket, self-fabric covered buttons, wide revers, padded shoulders, long narrow inset sleeves, outsized hip-level patch pockets, dark grey pleated-linen mini skirt. Long curled hair with side parting. Flesh-coloured tights. Blue leather peep-toe shoes, platform soles, high wedge heels, sling-backs and ankle straps. 3) Jean Patou 1972. Mini-length red wool coat, buttoned hip-belt, wide collar and long revers, hip-level patch pockets with self-fabric covered button trimming, long raglan sleeves, top-stitched seams and edges. Blue and white striped silk collarless blouse. Blue lacquered straw hat with wide upswept brim. Blue leather shoes, peep-toes, platform soles, high thick heels, sling-backs and wide strap over instep. 4) Ted Lapidus 1974. Brown wool trouser suit, hip-length edge-to-edge jacket, wide pointed collar, long raglan sleeves with wide buttoned wrist straps, large buttoned flap-and-patch pockets on the bustline matching the outsized pockets on the hipline, tie-belt, top-stitching seams and edges, wide flared trousers in matching fabric. Red knitted wool jumper with polo-neck collar and long sleeves, matching pull-on hat. Brown leather boots with platform soles and thick high heels.
Useful language
Outlining the presentation
First, I’ll give some basic information.
Secondary, I’ll talk about our stores in other countries.
Next, I’ll talk about career opportunities.
Last of all, I want to look at our future plans.
Introducing new information
Here’s some basic information.
Let me add a few figures.
Let’s have a look at some statistic.
What are our strengths?
Ending the presentation
To conclude, I want to tell you about our future plans.
Finally, a few words about our new project.
Thanks very much for listening to my talk.
Thanks for coming to my presentation.
UNIT IV
Business correspondence
AN ENQUIRY
The Sales Manager 29th May, 2012
Glaston Menswear Ltd.
54-59 Riverside
Gardiff CFI IJW
Dear Sirs,
We are interested in the sweaters that we have seen here on your stand at the “Menswear Exhibition”.
We are big importers of menswear and we are looking for a manufacturer who can supply us with a wide range of sweaters for men.
As we are usually place large orders, we expect a quantity discount, and our terms of payment are for collection.
If you agree to these conditions and you can meet orders of over 1000 sweaters at one time, please send us your current catalogue and price-list.
We hope to hear from you soon.
Yours faithfully,
L. Sidorov
General Director
MEMORANDUM
A memorandum is a written internal communication designed to inform employees about policies, procedures and other matters relating to the organisation.
Anita Fashions
FROMMarketing Director
TO Sales staff
SUBJECTSpring collections
This is an update on our plans for the Spring collections. Our marketing mix will depend heavily on in-store promotions backed up by aggressive TV advertising.
MEMO
To:Rosalind Date:1 March 2012
From:Sarah
Please type a reply to Claudio Bini of International Books. Address: Via Santovetti 117/9, 00045 Grottaferratta , Rome, Italy
Use reference RW/SB
His letter dated 15 Feb
He asked about story-books in English and Italian for intermediate students. Tell him they are out of stock at the moment, but we will be publishing a new list of them this summer. Send him details of the new list, and a current catalogue of present stock.
Thanks.
MEMORANDUM
From:HGW To:Department managers
Date:21/4/ - 212 Subject:In-service English classes
1 From Monday 8 May English classes will be held in the Training Centre (room 3.17). There will be two groups: intermediate level (8.30 – 10.00) and advanced level (10.30 – 12.00). Please encourage your staff to attend one of the sessions. All teaching materials will be provided but students will be expected to do homework and preparation outside working hours.
2 Please send me the names of all interested staff by noon on Wednesday 26 April. They will be given an informal oral test during the first week in May so that we can decide which of the classes is best for them.
3 The size of each class will be limited to 12 participants.
HGW.
Read the text and translate in into Russian.
Company Organisation
A. There are a lot of kinds of companies in the world. They stand for different areas in business such as chemicals, insurance, retailing, engineering, transport, banking, etc. Most companies are made up of three groups of people: the shareholders (who provide the capital), the management and the workforce.. The management structure of a typical company is shown in this organisation chart.
BOARD OF DIRECTORS
MANAGING DIRECTIORS
SENIOR MANAGEMENT
MIDDLE MANAGEMENT
At the top of company hierarchy is the Board of Directors, headed by the Chairperson or President. The Board is responsible for policy decision and strategy. It will usually appoint a Managing Directors or Chief Executive Officer, who has overall responsibility for the running of the business. Senior managers or company officers head the various departments or functions within the company, which may include the following.
a Marketing e Finance
b Public Relations f Production
c Information Technology or IT g Research and Development or R and D
d Personnel or Human Resources
B. Some words about the organizational structure of Rossomon. The Managing Director, that is Mr Bunce, is responsible for running the company and is accountable to the Board.
He is assisted by four executive departments. These are Human Resources, which is responsible for personnel, training and management development; then there is the Finance Department which takes care of corporate finance and accounting; next there is the Management Services Department, led by Peter Jenkins who is in charge of rationalisation throughout the company; and finally there is the R&D Department. – research and development – which works closely with the five regions on new product development.
The regions. Directly under the Managing Director, there are five Regional Managers. Each of them is responsible for the day-to-day management of a territory – these are geographically split into North, South, East, West and Central Regions.
The five regions are supported by two sections – Marketing and Technical Services. They are organised on a matrix basis with section leaders accountable to the Regional Managers. They work closely with the regions on the marketing and technical side.
In addition to the parent company , Rossomon has three subsidiaries, namely Rossomon France, Germany and Japan. The subsidiaries report to the Export Sales Departmen