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7. Sir Joseph Binks gives Tom a small cheque.

8. They gave Uncle Tom a cheque and a railway carriage.

9. Translate the following sentences into Russian paying attention to the functions of Participle II:

1. Salaries refer to earnings paid on a weekly or monthly basis.

2. The term «wage» typically refers to the earnings of workers paid by the hour or unit of production.

3. Used in certain ways, wealth can earn income.

4. Natural resources are the things provided by nature that go into the creation of goods and services.

5. Nearly 90 percent of goods and services produced in the U.S. each year come from privately owned firms.

6. Shares are traded in organized markets such as the New York Stock Exchange.

10. Express the following in Russian:

1. The more you know about the subject, the better career decisions you will be able to make.

2. For their part, entrepreneurs seek as much profit as they can extract from their operations.

3. As a rule, the more scarce something is the higher its price will be, and the fewer people will want to buy it.

4. The higher the price, the greater the incentive to produce and sell the product.

11. Form adjectives with the help of suffixes:

-al: economic, nation, production, education, profession.

-able: to change, to exchange, to read, fashion, mistake.

12. Form adverbs with the help of the suffix «-ly»:

economical, political, different, rapid, definite, historical, complete, formal, practical, particular.

13. Read the text and retell the contents in Russian:

William Gates

Gates, William Henry, III (1955- ), American business executive, chairman and chief executive officer of the Microsoft Corporation, born in Seattle, Washington. Gates cofounded Microsoft in 1975 with Paul Allen, his high school friend and partner in computer language development from 1967. Fascinated by computers by the age of 12, Gates had been involved with various programming projects throughout high school. While attending Harvard in 1975, Gates teamed with Allen to develop a version of the BASIC computer programming language for the MITS Altair, the first personal computer. This work on BASIC for the Altair led Gates to drop out of Harvard in 1977 to pursue full-time his vision of «a computer on every desk and in every home,» the idea behind the Microsoft Corporation. In the early 1980’s, Gates led Microsoft’s evolution from a developer of computer programming languages to a diversified computer software company producing computer operating systems and applications software as well as programming tools. This transition began with the introduction of MS-DOS, the operating system for the new IBM Personal Computer in 1981. Gates took a personal role in convincing other computer companies to standardize on MS-DOS, fueling computer industry growth in the 1980’s through software compatibility. Gates also pushed Microsoft toward the introduction of application software such as the Microsoft Word word processing software for the IBM-PC. A key strategic move by Gates was to agree to develop application software for the Apple Macintosh prior to the release of the first Mac in 1984. This led to a strong position for Microsoft in applications that take advantage of the graphical user interface (GUI).

Much of Gates’ success rests on his ability to translate technical visions into market strategy, and to blend creativity with technical acumen. His willingness to bet on new technologies such as Microsoft Windows, Windows NT, and workgroup applications has paid off in keeping Microsoft at the forefront of computer hardware and software evolution.

Unit 6

Grammar: 1. Perfect Tenses.

2. Подчинительные союзы и союзные слова.

3. Побудительные предложения.

I. Language Practice

1. Practise the fluent reading and correct intonation:

Ex cuse me, (please). Pardon me. `Sorry to ... (in`trude, inter`rupt, inter`fere). `Look ( here!) I say... (Say). `Just a minute! Hi! Hey! Yes? Well? `What is it? `What can I do for you? `What do you want? What? Sorry! `No `need to be sorry. `Sorry to trouble (`bother) you! It’s no trouble at all. Ex`cuse my troubling you. `No `trouble at `all. I `beg your pardon! `No `pardon needed! I `beg `yours. I `beg your `pardon for `being late. `Better late than `never. I must apologize. You needn’t. Why should you? It’s `nothing to speak of. It’s `unforgivable! It’s `un`pardonable!

2. Listen to the speaker; read and memorize the following words and phrases:

1. to distribute - распределять, размещать

2. to market - продавать, сбывать

3. equipment - оборудование, оснащение

4. to shop - делать покупку в магазине

5. leisure - досуг, свободное время

6. a retailer - розничный торговец

7. overhead(s) - накладные расходы

8. a wholesaler - оптовик, оптовый торговец

9. quantity - количество

10. to bypass - обойти

11. trend - тенденция

12. to call for - предусматривать

13. preselling - реклама до поступления в продажу

14. department store - универсальный магазин

15. discount stores (houses) - магазины учененных товаров

16. chain stores [tein] - (амер.) сеть розничных магазинов цепного подчинения

17. ownership - владение, право собственности

18. vending machines - торговые автоматы

Text. Distributing the Product

Some products are marketed most effectively by direct sale from manufacturer to consumer. Among these are durable equipment-for example, computers, office equipment, industrial machinery and consumer specialties such as vacuum cleaners. The direct marketing of products such as cosmetics and household needs is very important.

Direct marketing by mail has been expanded to virtually all types of products and services. Working people find it easy to shop in their leisure hours by catalog because catalogs generally contain extensive product information. For retailers, the use of catalogs makes it possible to do business considerably beyond their usual trading area and with a minimum of overhead. Also important are credit cards, which have made it relatively easy to purchase by mail or telephone even such high-priced items as appliances, electronic equipment, and cameras. At least half the nation’s 50 leading corporations have mail-order divisions.

Television is a potent tool in direct marketing because it facilitates the demonstration of products in use. Also carving its own niche is telephone marketing, called telemarketing, a technique used in selling to businesses as well as to consumers. Most consumer products, however, move from the manufacturer through agents to wholesalers and then to retailers, ultimately reaching the consumer.

Wholesalers distribute goods in large quantities, usually to retailers, for resale. Some retail businesses have grown so large, however, that they have found it more profitable to bypass the wholesaler and deal directly with the manufacturers or their agents. Wholesalers first responded to this trend by adapting their operations so that they moved faster and called for a lower margin of profit.

Retailing has undergone even more change. Intensive preselling by manufacturers and the development of minimum-service operations, for example, self-service in department stores, have drastically changed the retailer’s way of doing business. Supermarkets and discount stores have become commonplace not only for groceries but for products as diversified as medicines and gardening equipment. More recently, warehouse retailing has become a major means of retailing higher-priced consumer goods such as furniture, appliances, and electronic equipment. Chain stores-groups of stores with one ownership-and cooperative groups have also proliferated. Special types of retailing, for example, vending machines and convenience stores, have also developed to fill multiple needs.

II. Exercises on the Text:

3. Give Russian equivalents to:

direct sale from manufacturer to consumer; durable equipment; consumer specialties; household needs; direct marketing by mail; usual trading area; high-priced items; mail-order divisions; also carving its own niche; for resale; to call for a lower margin of profit; to undergo even more change; self-service;have drastically changed; warehouse retailing; higher-priced consumer goods; to fill multiple needs.

4. Compose the questions, using the following words:

1. products, are, what, by direct sale, marketed?

2. it, who, easy, to shop by catalog, finds’?

3. have, what, relatively, it, easy, by mail or telephone, made, to purchase?

4. leading corporations, have, how many, mail-order-divisions?

5. television, why, is, direct marketing, a potent tool, in?

6. is, telemarketing, what?

7. grown, why, so large, some retail business, have?

8. wholesalers, how, to this trend, did, first, respond?

9. undergone, even more change, has, retailing?

10. become, more recently, has, a major means of retailing higher-priced consumer goods, what?

III. Grammar Exercises

Active Voice

Perfect Tenses	have	ParticipleII(V3)	Time Markers
Present Perfect	have (has)	built
Past Perfect	had	asked
Future Perfect	shall (will) have

5. Read the sentences with adverbs of frequency

I’ve	never	seen this film.
We’ve	just	taken his book.
You’ve	often	come here.
They’ve	already	done their work.
We’ve	not yet	charged a price.
Have you	ever	been to the Crimea.

Read the same in the 3^rd person singular.

6. Translate the following sentences paying attention to the different usage of Perfect Tenses:

1. Economic monopolies have existed throughout much of human history.

2. The success of specialized marketing developments has caused many older organizations to revise their operating methods.

3. Keynes’s ideas have profoundly influenced the economic policies of many governments since World War II.

4. The Titanic had already gone down when another ship arrived.

5. Some passengers had been in the icy water for hours when they were saved.

6. When another ship arrived, about 1500 people had already lost their lives.

7. Ecological concerns will have affected product design and marketing.

8. By the end of the year the company will have signed this contract.

9. Who will have finished first?

10. How much will they have won?

7. A manager went away on business. He left of things to be done. He is back now. Arrange a conversation between him and one of his employees. Study the list. Follow the model.

The list of things to be done:

1. Contact the joint-stock company P-A.

2. Send a telex to Lamberton Robotics.

3. Telephone Mr. Green.

4. Sign the contract for the delivery of equipment.

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