6911

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E.g. The establishment of beneficial economic relations with European countries is our main target — Установление выгодных экономических отношений с европейскими странами является нашей главной целью.

target (v) - предназначать, выбирать в качестве целевой аудитории

E.g. Reebok targets the sports market — Целевой рынок компании Reebok -

это рынок спортивных товаров.

22. trial (adj) - пробный

a trial order - пробный заказ

to be on trial — находиться на испытательном сроке

to take smb on trial — взять кого-л. на испытательный срок

23. various (adj) — разный. разнообразный

E.g. We deal with various companies — Мы имеем дело с разными компаниями.

Прочитайте и письменно переведите текст. Составьте таблицу,

выписав из текста слова и выражения, характеризующие деятельность топ-менеджеров (top managers) и менеджеров среднего звена (middle management):

Are there certain activities common to all managers? Can we define the task of a manager? A French industrialist, Henry Fayol, wrote in 1916 a classic definition of the manager’s role. He said that to manage is “to forecast and plan, to organize, to command, to coordinate and to control.” This definition is still accepted by many people today, though some writers on management have

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modified Fayol’s description. Instead of talking about command, they say a manager must motivate or direct and lead other workers.

Henry Fayol’s definition of a manager’s functions is useful. However, in most companies, the activities of a manager depend on the level at which he/she is working. Top managers, such as the chairman and directors, will be more involved in long range planning, policy making, and the relations of the compnay with the outside world. They will be making decisions on the future of the company, the sort of product lines it should develop, how it should face up to the competition, whether it should diversify. These strategic decisions are part of the planning function mentioned by Fayol.

On the other hand, middle management and supervisors are generally making the day-to-day decisions which help an organization to run efficiently and smoothly. They must respond to the pressures of the job, which may mean dealing with an unhappy customer, chasing up supplies, meeting an urgent order or sorting out a technical problem. Managers at this level spend a great deal of time communicating, coordinating and making decisions affecting the daily operation of their organization.

An interesting modern view on managers is supplied by an American writer, Peter Drucker. In his opinion, managers perform five basic operations. Firstly, managers set objectives. They decide what these should be and how the organization can achieve them. For this task, they need analytical ability. Secondly, managers organize. They must decide how the resources of the company are to be used, how the work is to be classified and divided. Furthermore, they must select people for the jobs to be done. For this they not only ned analytical ability but also understanding of human beings. Their third task is to motivate and communicate effectively. They must be able to get people people to work as a team, and to be as productive as possible. To do this, they will be communicating effectively with all levels of the organization – their superiors, colleagues, and subordinates. To succeed in this task, managers need

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social skills. The fourth activity is measurement. Having set targets and standards, managers have to measure the performance of the organization, and of its staff, in relation to those targets. Measuring requires analytical ability. Finally, Peter Drucker says that managers develop people, including themselves. They help to make people more productive, and to grow as human beings.

№ 5. Продолжите заполнять следующую таблицу, используя

слова и выражения из текста:

№6. Используйте в предложениях подходящие по смыслу слова

исловосочетания из списка. Переведите получившиеся предложения:

1.The group of executives working below the top managers are generally called___________.

2.Valerie is an important person in our company. She is a member of the Board of___________.

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3.Peter, a recent university graduate, has been with the firm for a year. He is at present a__________ and is being trained for a managerial position.

4.Their_________ is expanding rapidly. They now have over 5,000 employees.

5.At least 50 % of our________have been with the company over ten

years.

6.__________in an organization generally have more benefits that lowerlevel managers.

7.We are a small group in the Research and Development Department. Fortunately, I get on well with all my__________.

8.Our telephone operators work under the direction of a _________.

9.I work under Mr Brown. He is my__________.

10.Sheila and Tom work under my authority. I am their boss and they are my ________.

11.I am responsible for_________training and development.

12.A_________is a person of high rank in an organization, usually next in importance to the Chairman.

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Writing a Business Letter in English

The basic business letter has its unified structure containing the following parts:

1.Return address (or sender's/addresser's location) is the name and the address of the company, beginning from the smallest division: the name of the company, house number, street, city, state or province and ZIP code, country. Business letters usually have a printed letterhead. It usually has all of the company's information, including address, phone number, fax number, company Web site and personal e-mail address. It may be written on the right side or at the top of the page.

2.Date - it's the date when the letter was written and signed. It is below the return address. It may be written in American style (month, day, year) or in nonAmerican (day, month, year). But it is better to spell month not to confuse: 12 January 2006, not 12.01.06.

3.Destination address (or receiver's/addressee's location) - the address and the person to whom you are writing. The information should be given in the same order as the return address. Usually it is written close to the left margin.

4.Reference - here you name the main topic of the letter. For example:

Re: Purchase Order 1132 of November 24, 2008.

5.Salutation - when you name the person to whom you address. Example: Dear Dr. Brown or Dear Mr. White, or

To Whom It May Concern.

6.Body - the body of a letter tells about the subject of the letter. Usually it has four parts:

(ii)focus - where you provide details and explain what exactly the problem is;

(iii)action - where you say what will happen next or what actions you are going

to undertake;

(iv) closing - be positive; here you thank the reader or demonstrate your hope for

7. Complementary close is the phrase you use after you end the body of the letter and before you sign your name. It may be:

Very truly yours

Sincerely yours, or

Yours sincerely.

8.Signature and typed name and title of sender - the writer's name and job title (or department) are typed at the bottom of the

letter. He or she then signs the letter directly above the typed name.

9.Postscript is a brief sentence or paragraph introduced by the initials, “P.S.” (“post scriptus,” Latin for “after having been written”).

It implies that the writer, having completed and signed the letter, decided to add some supplementary information. Although this is

still commonly used in informal letters, it is not widely accepted for use in formal or business letters.

10. Enclosure - you add it in the left bottom corner of the page if you are sending something with the letter.

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Exercises

1. Answer the questions:

1.Does a letterhead signify the return address or the destination address?

2.If you put the date in American style what does it mean?

3.Where is the destination address usually written?

4.What is a typical structure of the body of a letter?

5.What does the word "enclosure" mean if it stands at the end of the message?

2. Complete the sentences:

1.“Enclosure” signifies that …

2.“Focus” is a part of a business letter where …

3.Business letters usually have …

4.Letterhead usually contains …

5.The body of a letter tells about …

6.Complementary close is the phrase …

3. True or false?

1.Destination address should be given in the same order as the return address.

2.Letterhead is written on the right side or at the top of the page.

3.Reference is a part where you name the person to whom you address.

4.Return address begins from the largest division of location.

5.The date when the letter was written is below the salutation.

4. Структура делового письма на английском языке:

Government of Canada 1

Office of the Chairman

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Public Service Commission

Ottawa, Ontario

December 8, 2006

4

Dear Sir: 5

Xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

cc: D.Dube 10

1. Put the parts of a business letter in a correct order.

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1)Dear Mr Sawyer,

2)I look forward to hearing from you. Yours sincerely,

Simon Tramp Sales Manager

3)Thank you for your letter. I am afraid that we have a problem with your order.

Unfortunately, the manufacturers of the part you wish to order have advised us that they cannot supply it until November. Would you prefer us to supply

a

substitute, or would you rather wait until the original parts are again available?

4)James Sawyer, Sales Manager, Electro Ltd, Perry Road Estate, Oxbridge UN54 42KF.

5)6 Pine Estate, Bedford Road, Bristol, UB28 12BP

Telephone 9036 174369 Fax 9036 36924

6 August 2005

5.1 Vocabulary

business letter - деловое письмо return address - обратный адрес

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addresser - отправитель

ZIP code (zone improvement plan code) - почтовый индекс

letterhead - печатный фирменный бланк, "шапка" фирменного бланка phone number - номер телефона

sign - подписывать(ся), ставить подпись

spell - писать или произносить (слово) по буквам confuse - запутывать, сбивать с толку

destination address - адрес назначения addressee – получатель, адресат

margin - поля (страницы), край (печатной страницы)

reference = Re: = Ref: - сноска, ссылка, упоминание; отсылка (к

предыдущему сообщению или источнику информации), уточнение темы сообщения

topic - тема, предмет обсуждения, вопрос

salutation - обращение (в письме), приветствие; фраза приветствия (в

начале письма)

body - главная часть, основная часть (письма) opening - начало; вступление; вступительная часть focus - фокусировка на предмете письма

action - линия поведения, предполагаемый эффект

undertake - обязываться, предпринимать, брать на себя обязанность closing - концовка, заключительный пассаж (письма) complementary close - вежливая фраза в завершении письма signature – подпись, подписание

typed name and title - машинописный вариант имени и должности job title - название должности

at the bottom - в самом низу, внизу postscript - приписка в письме