Read the English words and word combinations (A) and
choose the corresponding Russian equivalents (B):
А: a managerial system; in terms of; are responsible for
making and carrying out decisions; profit-making organization;
variety of specific activities; consumer requirements research; a
long-term strategy; evaluating market opportunities; sales
volume; profitability; financial and material resources; a key
concept; Profit Life Cycle; decline; mix of products;
advertizing; pricing; marketing mix.
B: с точки зрения; долгосрочная стратегия; отвечает за
принятие и выполнение решений; ключевое понятие; ценообразование;
оценка возможностей рынка; управленческая структура; объем
продаж; ассортимент товаров; жизненный цикл товара;
рентабельность; снижение; факторы маркетинга компании; финансовые
и материальные ресурсы; реклама; коммерческий; разнообразие
конкретных целей; изучение потребительского рынка.
3. Find in the text:
... широкое понятие, охватывающее; на любом управленческом
уровне; ... непосредственно руководит людьми; ... чтобы отвечать
изменяющимся условиям; ... необходимые для достижения этих целей;
... представленный в каждой из этих ступеней; важные изменения
- 23 -
... постоянно происходят; чтобы добиться успеха ...; в данный
момент времени.
4. Answer the questions:
1. What is management?
2. Who does this term refer to?
3. What is an individual manager?
4. What does the term "marketing management" mean?
5. What does it consist of?
6. What does strategic planning include?
7. What does the term "Product Life Cycle" mean?
8. Why should any company have a mix of products?
9. What is "marketing mix"?
10. Is the objective of business to find a marketing mix?
5. Translate into English:
1. Любая управленческая система на любом уровне характеризуется
с точки зрения планирования, организации, координации и контроля.
2. Термин "менеджмент" относится к людям, ответственным за
принятие и выполнение решений.
3. Менеджер - это человек, который непосредственно управляет
людьми в коммерческой организации.
4. Менеджмент маркетинга (управление маркетингом) охватывает
организацию производства и продажи товаров, основанную на
изучение потребительского рынка.
5. Все компании должны разрабатывать долгосрочную стратегию,
чтобы отвечать меняющимся условиям в своей промышленности.
6. Стратегическое планирование включает определение долгосрочных
и конкретных задач.
7. Одно из ключевых понятий в менеджменте маркетинга - это
жизненный цикл товара.
8. Когда понятие жизненного цикла товара забывается - это ведет
к принятию неправильных решений.
9. Для достижения успеха необходимо знать, как использовать
эффективные инструменты маркетинга.
10. Комплекс маркетинга (факторы маркетинга компании) - это
совокупность рекламы, выставок, продаж, сервисной службы,
ценообразования и т.д.
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ECOLOGICAL ENVIRONMENTAL MONITORING
Word list
contradiction противоречие
achievement достижение
environment окружающая среда
interference вмешательство
interaction взаимодействие
to conquer покорять
creation создание
amazing удивительный
to give birth to родить, породить
to poison отравлять
to disturb нарушать
to pollute загрязнять
waste отходы
to disappear исчезать
to prevent предотвращать
to serve служить
oxygen кислород
to suffer from страдать от ...
inevitably неизбежно
destruction разрушение
disaster несчастье, беда
consequence последствие
protection защита, охрана
security безопасность
acid rain кислотный дождь
greenhouse effect парниковый эффект
ozone depletion истощение озонового слоя
to cause вызывать
to take measures принимать меры
to take care (of) заботиться о...
forever навсегда
forward дальше
harmful вредный
substance вещество
to emit выбрасывать
- 25 -
desertification опустынивание
the challenge to humankind человеческий фактор (зд.)
sustainable development устойчивое развитие
to take the problem браться, взяться за решение
проблемы
dwelling жилище
in a state of flux в состоянии непрерывного изменения
Text
Introduction
Until recently ecology was a term used by only a few of our
more sophisticated citizens. By the beginning of the 20th century
it found only a modest scientific application in biology: it
denoted the interrelations between living organisms, plants and
animals, and their environment.
Today, the lexicon of ecology contains about 12,000 or
14,000 terms and definitions. Environment, ecosystem, bioecology,
monitoring are among them.
Our environment can be defined as our surroundings; it is
Made up of all the physical, social and cultural aspects of our
world that reflects our growth, our being, and our way of living.
The organized body of knowledge which deals with the
interrelations between living organisms and their environment is
a relatively new science, which we call ecology.
The term is derived from two Greek words meaning "oikos"
(house, dwelling) and "logos" (science). It has been in use only
since the 19th century. Today, the term has been extended to
denote a complex of sciences dealing above all with the
interrelations between man and nature. Man uses natural resources
as the material for his creative work, and nature itself as his
workshop.
Ecosystem is a contraction of ecological system. An
ecosystem refers to a community and the relationships of those
organisms to their environment. An ecosystem is dynamic in that
its various parts are always in a state of flux. Since each
member of the ecosystem belongs to the environment of every other
- 26 -
part of that system, any change in one alters the environment for
all the others. And as those components react to the alteration,
they in turn continue to transform the environment for the others.
Ecosystems are open systems with movement of energy and
material across their boundaries.
Bioecology studies the interrelations between living
organisms and their environment. Traditionally, it is subdivided
into the ecology of micro-organisms, plant ecology and animal
ecology.
There is a group of ecological disciplines including the
ecology of the atmosphere, the ecology of hydrosphere, the ecolo-
gy of soils and lithosphere and, finally, the ecology of outer
space.
Landscape ecology studies the interrelations between various
land ecosystems. The biosphere, the global ecosystem which
exists and develops in time and space, is studied by global
ecology.
The growing human intervention in the biosphere brought
about the need for constant monitoring, i.e. for identification
of the condition of the human environment and the prediction of
possible changes therein relative to man's economic activity.
Man and Nature
Since ancient times Nature has served Man, being the sources
Of his life. For thousands of years people lived in harmony with
environment and it seemed to them that natural riches were
unlimited. But with the development of civilization man's
interference in nature began to increase. The ecological harmony
is disturbed.
Large cities with thousands of smoky industrial enterprises
appear all over the world today. The by-products of their
activity pollute the air we breathe, the water we drink, the land
we grow grain and vegetables. Every year world industry pollutes
the atmosphere with about 1,000 million tons of dust and other
harmful substances. Many cities suffer from smog. Vast forests
are cut and burnt in fire. Their disappearance upsets the oxygen
balance. As a result some rare species of animals, birds, fish
and plants disappear forever, a number of rivers and lakes dry
up.
- 27 -
The pollution of air and the world's ocean, destruction of
the ozone layer is the result of man's careless interaction with
nature, a sign of ecological crisis.
The destruction of nature gradually led to the loss of the
most essential element of existence, a healthy biological
habitat. Environmental pollution increases the cases of diseases,
raises the cost of medical services, reduces the life-span of a
human being. By now the pollution and poisoning of the soil,
water and air have reached a critical level.
Some progress has been already made in this direction. As
many as 159 countries - members of the UNO - have set up
environmental protection agencies. Numerous conferences have been
held by these agencies to discuss questions of ecologically poor
regions including the Aral Sea, the South Urals, Kuzbass,
Donbass, Semipalatinsk and Chernobyl. The international
environmental research centre has been set up on Lake Baikal. The
International organization Greenpeace is also doing much to
preserve the environment.
Now industrially developed states cannot ignore the problem
of environmental protection. It has become a part of political
programmes in many countries. Many laws and decisions on this
problem have been adopted, many measures have been taken to
protect our forests, rivers, lakes and seas. The importance of
this task is pointed out by ecologists, the scientists who work
to control this problem.
We should consider the state of environment to be as
important as the issues of national unity and the economy. New
legislations have been introduced in developed countries to
strengthen the requirements for adequate environmental assessment
of projects that may have a direct impact on the environment.
Modern ecology has an ethical dimension. The principles of moral
Behaviour embodied in legal norms and coupled with ecological
problems constitute the subject of the interrelation between
ecology and law. There is a necessity to support programs aimed
at the preservation of the environment not only on the national
level but global as well.
As we move towards the next Millennium, the challenge to
humankind, to understand, respect and manage the world and its
- 28 -
resources, becomes ever more urgent. Sustainable development
focuses on meeting the needs of the present without compromising
the ability of future generations to tackle their own problems.
It is also concerned with social justice and global
responsibilities. In order to achieve sustainable development,
environmental protection should constitute an integral part of
the development process and can not be considered in isolation
from it.
The establishment of satellite geoecological monitoring is
of a great importance for investigations, control and management
of the environment in zones of ecological disasters. General and
regional monitoring programs can provide the complex estimation
of modern landscapes, land use desertification processes. It
should be based on data obtained from aerial and space surveys,
geographic information systems (GIS), maps and other
sources. There is no doubt that maps have been valuable tools
throughout the recent history of environmental studies. The
remote sensing provides a valuable information for weather
services, ocean and atmosphere studies, as well as for
geoecological monitoring, control and management of the
environment.
Exercises
1. Answer the following questions:
1. How can the word environment be defined?
2. Define the terms ecology and ecosystem.
3. Is nature the source of people's life?
4. For thousands of years people lived in harmony with nature,
didn't they?
5. What is the 20th century famous for?
6. Is there a contradiction between human being and nature?
7. How has the progress influenced the environment?
8. Has man's interference in nature increased with the
development of civilization?
9. What are the consequences of ecological disasters?
10.Are environment problems very acute in densely populated
areas?
.
- 29 -
11. Is air pollution in towns and cities the worst?
12. Do many cities suffer from smog?
13. Can highly developed countries ignore the problem of
environmental protection?
14. Should urgent measures be taken to protect environment?
15. Is the space technology widely used for weather services, ocean
and atmosphere studies?
2. Translate from Russian into English:
1. Наука, изучающая отношения между живыми организмами и средой
их обитания, и есть экология.
2. Взаимодействие человека и природы неотделимо от самой истории
человечества.
3. Человечество стоит перед острыми экологическими проблемами.
4. Загрязнение воды и воздуха является результатом небрежного
отношения человека к природе.
5. Проблемы защиты окружающей среды приобретают все большую
значимость.
6. Для достижения устойчивого развития защита окружающей среды
должна составлять неотъемлемую часть процесса развития и не
может рассматриваться в отрыве от нее.
7. Кислотные дожди воздействуют как на животных, так и на
растительные организмы.
8. Если мы хотим оставить будущим поколениям чистую землю, мы
должны принимать самые срочные меры по охране окружающей среды.
9. Международное сообщество предпринимает конкретные меры по
охране природы и окружающей среды.
3. Read and memorize the following word combinations:
the rate of pollution - уровень загрязнения, to be abundant
- изобиловать, environmental protection - защита окружающей
среды, ecological monitoring - экологический мониторинг,
environmental situation - состояние окружающей среды, sustainable
development - устойчивое развитие, to be considered - быть
рассмотренным, to take into account - принимать во внимание, to
call for - требовать, предусматривать, as compared with - по
сравнению с, в противоположность.
- 30 -
4. Express your consent or refusal and explain your point of
view:
1. As far as the environment is concerned the trends are
positive rather than negative. 2. There is no factual basis for
the forecast of pollution in the future. 3. Some new pollution
may kill all of us. 4. Environmental problems are becoming
political problems. 5. The world in 2000 will be more polluted,
less suitable ecologically than the world we live in now. 6.
Pollution could heat climate by 2030.
5. Translate the English word combinations without a
dictionary:
a fairly complex system, prehistoric times, the pre-war
period, consumer goods, a wide variety of, a large number of
synthetic materials, UNESCO sponsored project, the adopted
resolution, the consumption of electricity, a continuous
industrial development, major changes, preliminary assumptions.
6. Translate the text using a dictionary:
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