II. Find the English words and word-combinations in the text
МЕТОДИЧЕСКИЕ РАЗРАБОТКИ
ПО РАЗВИТИЮ УСТНОЙ РЕЧИ НА АНГЛИЙСКОМ ЯЗЫКЕ
(для студентов СГГА)
Новосибирск
ББК 81.2 Англ.- 99
С 26
Методические разработки по развитию устной речи на английс-
ком языке (для студентов СГГА)/Никонова И.В., Никулина Л.М., Но-
вицкая А.Г., Терехова Л.Н., Юрьева О.В.- Новосибирск: СГГА, 2000.
- 40 с.
Методические разработки по развитию устной речи на английс-
ком языке (для студентов СГГА) составлены доцентом кафедры иност-
ранных языков СГГА Никулиной Л.М., старшими преподавателями Нико-
новой И.В., Тереховой Л.Н., преподавателями кафедры Новииц-
кой А.Г., Юрьевой О.В. и утверждены на заседании кафедры иност-
ранных языков 3 июля 1999.
Данные методические разработки представляют собой сборник
устных тем для развития монологической и диалогической речи на
английском языке. Информативная насыщенность текстов позволит
расширить кругозор студентов, углубит их знания о специальностях
академии и о странах изучаемого языка.
Рецензенты: А.Н.Реутов - старший преподаватель
кафедры русского языка
как иностранного, СГГА
И.Г.Григорьева - старший преподаватель
кафедры иностранных
языков СибУПК
Печатается по решению редакционно-
издательской коллегии СГГА
© Сибирская государственная геодезическая академия (СГГА), 2000
- 3 -
ABOUT MYSELF
Word list
native town родной город
to be situated быть расположенным
attractive привлекательный, красивый
qualified квалифицированный
hostel общежитие
to specialize in... специализироваться в...
sociable общительный
nurse медсестра
fluently бегло, свободно
to look after заботиться, присматривать за
elderly преклонного возраста, пожилой
niece племянница
to be retired быть на пенсии
to manage управлять
to prefer предпочитать
to solve решать
wild дикий
experienced опытный
well-paid хорошо оплачиваемый
kind-hearted доброжелательный
honest честный
responsible ответственный
to respect уважать
china фарфор
book-keeper бухгалтер
besides кроме того
to try пытаться
to graduate from закончить (высшее учебное заведение)
ambitious целеустремленный
to dream мечтать
independent независимый
thrifty экономный, бережливый
- 4 -
Text
My name is Victor Popov. I am from Russia. I was born in a
small Siberian town on May 11, 1981. My native town is situated
in an attractive suburb, not very far from a large industrial
centre.
I still live with my parents. Our family is not very big, we
are five: mother, father, granny and me. I have an older sister,
but she doesn't live with us, because she is married.
I am a first-year student1 of the Siberian State Academy of
Geodesy. I am studying to become a specialist in Information
Systems. I'd like to become a qualified computer programmer and
specialize in Geodesy or Cadastre. I live in a hostel.
I am a sociable person, and have a lot of friends.
It's a pity2, but I'm too busy with my studies.
It takes me a lot of time3 to get ready for practical
classes and seminars. In my spare time4 I like playing sports,
especially football and volleyball. I have a girl-friend, who is
studying to become an ecologist. She is very careful about5 her
health. She jogs every morning to keep fit6. We try to spend
weekends together. We enjoy listening to all types of music,
dancing and swimming. We both play the guitar. We are taking
English classes twice a week, so that we could speak more
fluently.
My mother is a nurse. She works in a local hospital only
three days a week, because she's got a lot of work at home. She
has to look after7 her elderly mother and my five-year old niece.
My granny is a pensioner. She has been retired for 10 years, she
is glad that she can help my mother with cooking and in the
garden. She usually gets up very early. My mother is a practical,
thrifty woman, full of common sense8, that's why she manages the
house very well.
When she is free she prefers relaxing in front of the TV.
Her favourite programmes are: world news, concerts and the
programmes about wild nature.
My father is 47, he is a long-distance lorry driver9. He's
been a driver for more than 25 years, that's why he is very
experienced. His work is very difficult but well-paid. He is a
- 5 -
kind-hearted person, optimistic, honest and very responsible. My
father's main interests are gardening and fishing.
He prefers solving problems in a sensible and civilized
Manner10. He usually says:
"Glass, china and reputation are easily cracked and never
mended." People have to respect each other.
Our parents would like us to get a good education.
My sister's name is Nina. She is five years older than me.
She is a family woman.
My sister was very good at mathematics, that's why she
decided to become a book-keeper. Now she works as a book-keeper,
besides she does a correspondence course11 at our Academy. She is
in her fourth year. She is a very busy woman, because she has to
combine her work with studies. She tries to spend as much time as
possible with her daughter and husband. In winter they are fond
of skiing and in summer they usually go for long country walks.
My sister's husband has graduated from the University and
has a degree in economics12. He works for the engineering
company13 as an economist. He decided to get serious about14
economics, because he was very good at maths at school. He is
ambitious and initiative and works hard. He is very good at
dealing with people15 and reams of being at the head of16 a
planning department. He is an independent sort of person. He is
keenly interested17 in economics and reads a lot in his
speciality.
Our family is very friendly.
Notes
1. first-year student студент первого курса
2. it's a pity жаль
3. it takes me a lot of time у меня уходит много времени
4. in my spare time в свободное время
5. is careful about her health заботится о здоровье
6. keep fit сохранять форму, быть здоровой
7. to look after заботиться
8. full of common sense полная здравого смысла
- 6 -
9. a long-distance lorry driver водитель на дальние
расстояния, дальнобойщик
10. in a sensible and civilized деликатно и цивилизованно
manner
11. does a correspondence course учится заочно
12. a degree in economics диплом экономиста
13. for the engineering company в строительной компании
14. to get serious about заняться чем-либо серьезно
15. is good at dealing with хорошо ладит с людьми
people
16. dreams of being at the head мечтает руководить (быть во
of... главе)...
17. is keenly interested in очень интересуется
Exercises
I. Pronounce the following words and word combinations:
Russia, Russian, was born in Russia;
Siberia, Siberian, a small Siberian town;
suburb, suburban, an attractive suburb;
in a suburb, a small attractive suburban town;
industry, industrial, industrialist, an industrial centre;
marry, married, get married;
geodesy, geodetic, geoid, geography, ecology, ecologist;
qualify, qualification, qualified, quality;
social, sociable, special, speciality, specialize, especially;
manage, manager, managed, management, managing;
first, firm, an engineering firm, nurse, prefer;
nature, culture, future, teacher;
experience, experienced, an experienced engineer;
busy, business, a busy woman, busy women;
economy, an economist, economical, works as an economist;
II. Find the English words and word-combinations in the text
corresponding to the following Russian equivalents:
мой родной город, небольшой сибирский город;
в красивом пригороде, расположен в красивом пригороде;
студент-первокурсник;
учиться заочно, учиться, чтобы стать экономистом;
- 7 -
квалифицированный программист;
серьезно чем-то заняться;
его работа хорошо оплачивается.
III. Complete the following sentences:
1. I am from...
2. I am a...
3. I am fond of...
4. I am studying to become...
5. I was born...
6. This town is situated...
7. I'd like to specialize in...
8. It takes me a lot of time to...
9. She looks after...
10. He enjoys...
11. She manages the house very well because she...
12. He is an experienced...
13. My sister's main interest is...
14. He is keenly interested in...
15. She does a correspondence course at the...
16. He has a degree in...
17. He is very good at...
IV. Translate into English:
1. Он родился в Сибири, в крупном промышленном центре.
2. Они живут в небольшом городке, расположенном на большой реке.
3. Он бы хотел стать высоко-квалифицированным программистом
(highly-qualified).
4. Она учится заочно на факультете экономики.
5. Она решила серьезно заняться экономикой.
6. Она - студентка первого курса.
7. Он - студент второго курса.
8. Наши родители хотели бы, чтобы мы получили хорошее
образование.
9. Наши родители намерены дать своим детям хорошее образование.
10. Он очень честный и ответственный человек.
11. У меня уходит много времени на подготовку к занятиям.
12. Мы серьезно решили заняться спортом, чтобы быть в хорошей форме.
13. Легкий бег (jogging) - прекрасный вид физической подготовки.
14. Очень важно заботиться о здоровье.
- 8 -
V. Make up your own sentences with the following
word-combinations:
to be situated, to get (receive) a good education, to be
from (come from), to get serious about, to be born, to deal with,
to be responsible, to be at the head of, I'd like to..., to be
keenly interested in, in my spare time, to specialize in, to look
after, it takes a lot of time, to be retired, to take classes
(courses), to be experienced, an independent sort of person,
to graduate from.
VI. Answer the following questions:
1. What country is Victor from?
2. Where was he born?
3. Is his native town situated in a large industrial centre?
4. How many people are there in his family?
5. Where does Victor study?
6. What would he like to be in future?
7. In what field is he going to specialize?
8. What do his parents do?
9. What does Victor like doing in his spare time?
10. What sort of person is his father?
11. What sort of person is his mother?
12. What are his sister and her husband?
VII. Practice the dialogue:
- Hello Ann. How are you?
- Everything's all right, Nina. I hear you've become a
medical student?
- Yes, that's true. And, how are you getting on with your
studies at the Academy?
- I'm happy that I'm a student of the faculty of economics.
I was very good at mathematics at school, that's why it's
not difficult for me to study economics.
- Would you like to go to the concert?
- I'm sorry, I'm afraid I shan't be able to keep you a
company. I've been so ill lately. May be in a couple of
weeks.
- O.K. Agreed. Bye.
- Bye-bye.
- 9 -
OUR ACADEMY
Word list
to graduate from заканчивать учебное заведение
test зачет, контрольная работа
term (semester) семестр
training course курс обучения
to enter (the Institute,Academy) поступать (в институт,
учебное заведение)
experience навыки, опыт
in accordance with в соответствии с
entrance requirements требования на вступит.экзаменах
to take an exam (in) сдавать экзамен (по)
to pass an exam (in) сдать экзамен (по)
correspondence department заочное отделение
preliminary department подготовительное отделение
department отделение, кафедра
post-graduate course аспирантура
to do one's best делать все возможное
research worker научный сотрудник
to guide руководить, направлять
degree степень (зд.ученая)
activity деятельность
national economy народное хозяйство
youth молодежь
workshop мастерская
well-equipped хорошо оборудованный
grant, scholarship стипендия
vacation, holidays каникулы
final project дипломная работа
to borrow the books from the брать книги в библиотеке
library
curriculum учебная программа
оpportunity возможность
well-stocked хорошо укомплектованный
career профессия, занятие
- 10 -
Text
The doors of our higher educational establishments are open
to all who wish to continue their study after graduating from
secondary schools.
The Siberian State Academy of Geodesy was founded in 1932 in
Omsk but a year later it was moved to Novosibirsk. And now it is
one of the two geodetic institutes in our country which trains
highly qualified specialists.
The majority of our students enter the Academy after
graduating from secondary schools, but some of them have some
experience in the chosen career.
In accordance with the entrance requirements applicants
should take exams in Mathematics and Russian. If they pass them
successfully they become first-year students.
In our Academy there are evening, correspondence and
preliminary departments. The present day Academy includes four
Institutes: Cadastre and Geographic Information Systems, Optics
and Optical Technologies, Geodesy and Management and
Aerophotogeodesy. We have a post-graduate course as well. So the
best graduates may continue their studies and carry on research
work in well-equipped laboratories. Research workers of our
Academy guide students scientific societies. Many of our
scientists have candidate's and doctor's degrees.
Thus, our students have a wide choice of jobs opportunities,
they may work in different fields of national economy or research
institutes.
The training course at the Academy lasts 5 or 6 years. There
are two terms in each academic year and at the end of each term
the students take tests and exams.
The state grant is distributed among those students who have
good exam results. When the exams are over the students have
their vacation, winter and summer. At the end of the fourth year
students are sent for a few months to a plant or research
institute in order to get some practical experience in business.
The whole training course is followed by a final project. After
graduating from the Academy students become engineers in their
chosen field.
- 11 -
In accordance with the curriculum students are to study
different general sciences such as History of Russia,
Mathematics, Physics, Foreign Languages, etc. In the third and
forth years of their program students are taught special subjects
which are necessary for the given profession.
At our Academy there are many study aids: a well-stocked
library where students can borrow any books they need, a large
reading room, well-equipped laboratories, a number of workshops
for practical training, lecture rooms, hostels, a large
refectory, sports ground and a gym. Sport plays a very important
role in the life of the youth and students of our Academy go in
for sports.
Our country needs highly-qualified and educated specialists
in Geodesy, Photogrammetry, Optics, GIS and Cadastre.
Exercises
1. Pronounce words and word combinations:
highly-qualified, to graduate from, entrance requirements,
correspondence, preliminary, guide, grant, curriculum,
opportunity, well-equipped, youth, refectory.
2. Translate into Russian:
a) post-graduate, vacation, youth, faculty, experience, to
graduate from, activity, grant, refectory, department, test,
applicant, opportunity, term.
b) well-stocked library, entrance requirement, national
economy, higher educational establishment, training course, to
take an active part in, final project, preliminary department, to
do one's best, scientific society, to take an exam, to pass an
exam.
3. Translate into English:
a) закончить (вуз), навыки, факультет, аспирантура,
деятельность, семестр, зачет, стипендия, каникулы, возможность,
молодежь, кафедра;
b) Сибирская Государственная Геодезическая Академия, высшее
учебное заведение, требования на вступительных экзаменах, сдавать
экзамен, сдать экзамен, подготовительное отделение, народное
хозяйство, курс обучения, дипломная работа, принимать активное
участие, делать все возможное, библиотека с богатым книжным
фондом, научное общество.
- 12 -
4. Fill in the blanks with prepositions:
1. My brother graduated ... the University last year.
2. Today we are going to pass an exam ... Philosophy.
3. In accordance ... the plan we are to do this work.
4. At the end of the fourth year students are sent ... a plant to
get some experience ... the business.
5. The graduates carry ... research work ... well equipped
laboratories.
6. He is a student ... the Siberian State Academy ... Geodesy.
7. There are two terms ... each academic year and ... the end ...
each term students take exams and tests.
5. Answer the questions:
1. What are you?
2. Where do you study?
3. When was the Academy founded?
4. Are there many geodetic institutes in our country?
5. What exams must applicants pass to enter the Academy?
6. What does the present day Academy include?
7. How long does the training course last?
8. When do the students take their tests and exams?
9. Who usually gets a scholarship?
10. What is the whole training course followed by?
11. What subjects do the students study?
12. What facilities are there in the Academy?
6. Translate from Russian into English:
1 Я студент Сибирской государственной геодезической академии.
2. Академия была основана в 1932 г.
3. Чтобы поступить в Академию, необходимо сдать экзамен по
математике и русскому языку.
4. В настоящее время Академия включает в себя Институт геодезии и
менеджмента, Институт кадастра и геоинформационных систем,
Институт оптики и оптических технологий, Институт фотограмметрии
и дистанционного зондирования.
5. В конце каждого семестра студенты сдают экзамены и зачеты.
6. Курс обучения в Академии 5-6 лет.
7. Студенты, успешно сдавшие экзамены, получают стипендию.
8. Полный курс обучения завершается дипломной работой.
9. Студенты первого и второго курсов изучают общеобразовательные
предметы, а студенты старших курсов - специальные предметы.
- 13 -
ASTROGEODESY
Word list
to deal with иметь дело с
astrogeodesy (geodetic astro- астрономогеодезия
nomy, field astronomy)
determination of position определение координат точек,
местоположения
determination of azimuth определение азимута
aster светило
astronomical fixation астрономическое определение
(A.E. astrofix)
to determine coordinates определять координаты
to determine latitude, определять широту, долготу,
longitude, azimuth азимут
astronomical point астрономический пункт
Laplace point (station) пункт Лапласа
initial data исходные данные
orientation of the state ориентирование государственной
geodetic network геодезической сети
grade measurements градусные измерения
figure-of-the earth study изучение формы Земли
remote regions удаленные районы
poor geodetic network слаборазвитая геодезическая
provision сеть
to recover geodetic control восстанaвливать пункты
points геодезической сети
to detect an angle определить угол
bearing angle дирекционный угол
space exploration космические исследования
spatiаl triangulation пространственная
фототриангуляция
base adjustment разбивка базиса
to fix coordinates определять координаты
artificial satellite искусственный спутник Земли (ИСЗ)
reference point опорная точка, репер
applied geodesy прикладная геодезия
geodetic coverage геодезическое обеспечение
- 14 -
Text
Astrogeodesy is the part of astronomy which deals with
determination of azimuths and positions on the earth's surface
based on observation of asters. This section of astronomy is very
important for solving economic and practical tasks of geodesy.
Astronomical fixations (astrofixes) are inseparable from
surveying and mapping. They are used to determine coordinates of
different points on the earth's surface as well as their latitude
and longitude. For this purposes it is necessary to know exact
local time at the moment of observation. Determination of azimuth
is very important for geodesy and cartography. The point with
coordinates determined by means of astronomical observations is
called an astronomical point (Laplace point). Laplace azimuths
are considered as geodetic azimuths of triangulation lines
determined by astrogeodetic observations.
Astrofixes together with geodetic and gravimetric
determinations provide initial geodetic data and orientation of
the state geodetic control network. They are useful for grade
measurements and figure-of-the earth study.
Star observations are an integral part of the geodetic
control network.
Not long ago astrofixes were necessary for topographical
surveys in the remote regions with a poor geodetic network
provision. Nowadays when the amount of large-scale surveys is
growing, many of the geodetic control points are being recovered.
To do this, bearing angles should be detected by astronomical
fixations.
Methods of astrogeodesy are utilized in space exploration
for base adjustment of spatial triangulation and for setting
astronomical coordinates of spatial triangulation points. The
methods may also be used to fix coordinates of artificial
satellites.
Astronomical observations make it possible to determine
positions of reference points on the earth's surface to be used
for topographical surveys.
Astronomical fixations of geographic coordinates and
azimuths are widely used in applied geodesy for geodetic coverage
of engineering works.
- 15 -
Exercises
1. Find English equivalents in the text for the following
word combinations:
определение координат и азимутов из наблюдений светил;
раздел астрономии; решение экономических и практических задач;
неотъемлемая часть съемки; поверхность земли; чтобы определить
широту и долготу; необходимо знать; момент наблюдения; местное
время; астрономический пункт; геодезические и гравиметрические
определения; обеспечить исходные данные; главная геодезическая
сеть; фигура земли; объем крупномасштабных съемок возрастает;
восстанавливаются геодезические пункты; с помощью астрономических
наблюдений; методы геодезической астрономии; определять
координаты искусственных спутников Земли.
2. Answer the following questions:
1. What is astrogeodesy?
2. What is its significance?
3. What are the purposes of astrofixes?
4. What is necessary to set latitude, longitude and azimuth?
5. What is an astronomical point?
6. What data are provided by astrofixes?
7. Why were astronomical fixations necessary in remote regions?
8. How are bearing angles detected?
9. In what fields are the methods of astrogeodesy utilized?
10. What is important for geodetic coverage of engineering works?
3. Translate into English:
1. Астрономогеодезия включает в себя способы определения геоде-
зических координат и азимутов из наблюдений светил.
2. Астрономогеодезия изучает также приборы, с помощью которых
производятся астрономические определения.
3. Азимуты Лапласа - это геодезические азимуты сторон
триангуляции, полученные из астрономических наблюдений.
4. Азимуты Лапласа являются средством контроля измерений в астро-
номогеодезической сети.
5. Методы астрономогеодезии применяются в космических иссле-
дованиях и прикладной геодезии.
- 16 -
OPTICS
Word list
genesis возникновение
propagation распространение
property свойство
data processing обработка данных
reflection отражение
refraction преломление
development достижение (зд.)
invention изобретение
frequency частота
retrieval поиск, извлечение (данных)
emergence появление
to govern регулировать, управлять
to involve влечь за собой, включать
to succeed удаваться
to derive вывести (зд.)
to resurrect восстановить; вернуться (зд.)
to emit испускать, излучать
to provide давать, обеспечивать
to usher in открывать
to attribute (to) приписывать, относить к чему-либо
compatible совместимый
minute мельчайший
discrete отдельный
coupled with в соединении с
appreciably заметно, ощутимо
Text
Optics is a science concerning with the genesis and
propagation of light, the changes that it undergoes and produces,
and other phenomena closely associated with it. There are two
major branches of optics: physical and geometrical. Physical
optics deals primarily with the nature and properties of light
itself. Geometrical optics has to do with the principles that
govern the image-forming properties of lenses, mirrors, and other
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devices that make use of light. It also includes optical data
processing, which involves the manipulation of the information
content of an image formed by coherent optical systems.
The ancient Greeks and Arabs had some knowledge of the
nature and properties of light. The foundations of the science of
optics, however, were not established until the 17th century.
During the early 1600s Galileo Galilei constructed the first
telescopes that could be employed for astronomical observation.
In the 1650s the French mathematician Pierre de Fermat succeeded
in deriving the law of refraction from a principle attributed to
the Greek geometer Hero of Alexandria (1st century AD), according
to which reflected light traverses the shortest distance between
two points compatible with meeting the reflecting surface. By the
end of the century the Dutch mathematician-physicist Christian
Huygens provided a mechanical explanation of reflection and
refraction in his (1690; Treatise on Light) related light to wave
motion. In 1704 Isaac Newton published his Optics.
Newton's views, especially his particle theory of light,
came to dominate scientific thought for more than a century,
completely overshadowing Huygens' contributions.
During the early 1800s Thomas Young, an English physician
and physicist, resurrected the wave theory of light. This
conception held sway among the next several generations of
investigators, including the British physicist James Clerk
Maxwell, whose electromagnetic theory of light (1864) is
generally considered the foremost achievement of classical
optics.
The groundwork for modern optics was laid by the
introduction of quantum theory at the turn of the century. The
theory, proposed in 1900 by Max Plank of Germany, explained that
radiant energy is emitted in discrete units, or quanta. In 1905
Albert Einstein extended this idea of light and demonstrated
that, in the photoelectric effect, light behaves as though all of
its energy were concentrated in minute particles later called
photons. Einstein's finding, coupled with the electromagnetic
theory, led to the present-day view that light behaves like waves
in certain situations and like particles in others.
Two major developments, the emergence of communication and
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information theory in the 1950s and invention of the laser in the
early 1960s, ushered in a new era in optics.
Exercises
I. Guess the meaning of international words:
classical, theory, phenomenon, lens, associated with,
coherent, electromagnetic, to demonstrate, effect, photoelectric,
photon, quantum, communication, era, manipulation, holography,
process, complex, binary, to concentrate.
II. Give the Russian for:
wave motion, particle theory of light, image-forming
properties, wave theory of light, radiant energy, present-day
view, manipulation of content, give rise, significant advances,
highly directional, notable application, data storage.
III. Put in preposition where necessary:
1. Optics is concerned ... the genesis and propagation of light.
2. Physical optics deals ... the nature and properties of light
itself.
3. ... the end of the century. Christian Huygens provided ... a
mechanical explanation of reflection and refraction.
4. Two major developments ushered ... a new era in optics.
5. Geometrical optics has to do ... the principles that govern
... the image-forming properties ... devices that make use ...
light.
6. Newton's views came to dominate ... scientific thought ...
more than a century.
IV. Say the following in one word:
discrete energy units
minute light particles
light of a single frequency
a two-step coherent image-forming process
V. Answer the questions:
1. What is optics?
2. What are two major branches of optics?
3. When were the foundations of the science established?
4. Who succeeded in deriving the law of refraction?
5. When was a mechanical explanation of reflection and refraction
of light provided?
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6. Whose views came to dominate scientific thought for more than
a century?
7. What theory is considered the foremost achievement of classical
optics?
8. When was the groundwork for modern optics laid?
9. What is Albert Einstein’s contribution in the present-day
view on light?
10. What developments ushered in a new era in optics?
VI. Give a short summary of the text using the questions
Beyond as a plan.
VII. Read and comment on the statements:
1. The laser provided an ideal tool for optical data processing
and communication.
2. The laser has proved to be a very efficient means of
transmitting audio and video information.
VIII. Translate the text using a dictionary:
The manipulation of the content of an image by means of
optical systems using coherent light (i.e., light of a single
frequency or colour in which all the components are in step with
each other) became a subject for serious study in the 1950s. The
laser provided an ideal tool for optical data processing and
communication. It gave rise to significant advances in
holography, a two-step coherent image-forming process in which an
intermediate record is made of the complex optical field
associated with an object. One of the more notable applications
of holography in the area of optical information processing is
binary data storage and retrieval.
The laser has proved to be a very efficient means of
transmitting audio and video information (e.g., telephone
conversations and television programs). It is superior to
ordinary electronic transmitters for several reasons. Because the
frequency of laser light is appreciably higher than that of radio
waves, for example, a laser beam can carry substantially more
information. Furthermore, since a laser beam is highly
directional, it is able to transmit information with very little
interference and over long distances.
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MANAGEMENT
Word list
managerial управленческий
in terms of с точки зрения
to be responsible for отвечать за что-либо
to carry out выполнять
decision решение
to supervise руководить
profit-making коммерческий, рентабельный
marketing management менеджмент маркетинга,
управление маркетингом
a concept понятие
to cover охватывать
sales продажи
consumer requirements изучение потребительского
research рынка, изучение потребителей
to look beyond заглядывать вперед
a long-term strategy долгосрочная стратегия
to evaluate оценивать
opportunities возможности
to select выбирать
objectives цели, задачи
sales volume объем продаж
market share доля рынка
profitability рентабельность, выгодность
innovation новшество
Product Life Cycle жизненный цикл товара
(продукта)
maturity зрелость, наступление срока
decline падение, снижение, спад
decision-making принятие решений
the demand for спрос на что-либо
to respond to отвечать
tools инструменты
advertizing реклама
trade shows выставка-продажа
pricing ценообразование
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packaging упаковка, разработка упаковочных материа-
лов и контейнеров
mix ассортимент, номенклатура
marketing mix комплекс маркетинга; факторы маркетинга
компании (контролируемые компанией факто-
ры, которые могут повлиять на приобрете-
ние ее товаров потребителями)
Text
Management is a function of planning, organizing,
coordination, direction and controlling. Any managerial system,
at any managerial level, is characterized in terms of these
general functions.
The term "management" refers to those people who are
responsible for making and carrying out decisions within the
system.
An individual manager is a person who directly supervises
people in a profit-making organization. Some basic
characteristics seem to apply to managers in all types of
organization. They include hard work on a variety of specific
activities. For example, marketing management refers to a broad
concept covering organization of production and sales of
products, which is based on consumer requirements research. All
companies must look beyond their present situation and develop a
long-term strategy to meet changing conditions in their industry.
Marketing management, therefore, consists of evaluating market
opportunities, selecting markets, developing market strategies,
planning marketing tactics and controlling marketing results.
Strategic planning includes defining the company's long-term
and specific objectives, such as sales volume, market share,
profitability and innovation, and deciding on financial, material
and other resources necessary to achieve those objectives.
One of the key concepts in market selection and product
planning is that of the Product Life Cycle. It means that every
product passes through various stages between life and death:
introduction, growth, maturity, decline. A company should have a
mix of products with representation in each of these stages. When
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the concept of the Product Life Cycle is forgotten in marketing
planning, it leads to wrong decision-making.
Important changes in the demand for particular products and
services are continuously occuring. Management should respond to
such changes. To be successful it is necessary to understand and
learn how to use effective marketing tools.
Advertizing, trade shows, service activity, pricing and
packaging in combination produce sales, and are usually referred
to as a kind of "marketing mix". The objective of business is to
find a marketing mix which at a given point of time will prove to
be profitable.
Exercises
1. Pronounce correctly:
managerial, characterized, decisions, supervise, beyond,
profitability, financial, resources, key, cycle, through.
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