Деловой английский язык

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Тип	Учебное пособие

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Part II
Checking up and Getting the Knowledge of Business
Section I Check yourself up
Text 1. Marketing and Promotion.
Fill in the gaps in this passage with necessary terms, given in the column on the right.

When a company starts to sell goods in a new market,	market
they often do some m…. research or a preliminary	research
study to see if the project is feasible. They r…	market
(investigate) the m… potential or do a feasibility s…	study
to see if they will make money by selling in the new	market
m… (i.e. to see if the p….. is viable).	product/project

One way to assess the market p…..…. is to take a stand at a	potential
Trade Fair where companies can exhibit samples of their	Fair
products and see what response they get from prospective	exhibits
customers. The Trade F……… is an exhibition of goods,	sample
and a company e…….a s……..of its product at its s………..	stand
This is also a form of publicity (or advertising) and the	publicity
company representative will probably hand out p…………..	Trade
brochures to advertise (or promote) the product further.	press
Often journalists (the press) write about the T……… Fair	promote
and sometimes companies hold a p……… conference if	model
they want to p………. a particular model or range. (Each	models
different type of car, bike etc. is a m……. All the different	range
m……….. made by a company make up its r……… The full	range
r…… … of goods is normally displayed in the company's	catalogue
catalogue. The c……….. is a booklet or b………….).	brochure

Another way of p……… (or publicizing) a new product is to	promoting
place advertisements in magazines or newspapers.	ad'vertisements
A…. …. are also called adverts or ads for short. A plan to	'advertising
do a lot of a……… of one product is called a campaign.	campaign
Starting an advertising c……….. on a new product is known
as launching the product.
The aim of p……….. is to interest c…….. (or buyers, or	publicity/promotion
clients) in the product. Initially c………… might make	customers
enquiries about the product. When they decide to buy,	customers/clients


they place an order. At a T……. F…….. companies are	trade
trying to win (obtain) as many o…….. as possible.	fair
However, before a client p……… an order he wants to	orders
know many things: how long delivery takes, whether the	places
company can supply replacements and spare parts, what	components
the after sales service is like, etc. (All the individual parts	replacement
in a model are called components. If one of the c……	part
breaks the customer will want a r…….. spare p…… If the	spare
product is complicated, skilled workers might be needed to fit s….. parts or to service or maintain the machinery.	servicing
Any maintenance or s…… the company does after it has	after
sold the product is called a………. sales s…………)	service

Text 2. Methods of Payment.
Fill in the gaps in this passage with necessary terms, given in the column on the right.

The two principal methods of payment for exported goods	Exchange
are by Bill of Exchange and by letter of credit. The Bill of	specified
E……… is an order in writing requesting someone (the	Bill
buyer) to pay a specified sum of money at a s……. date. If	Exchange
the bill must be paid immediately, it is known as a Sight	drawer
B…….. The drawer (the exporter) draws up the Bill of	Exchange
E…….. naming the person who must pay the bill. This	drawee
person (the buyer) is known as the drawee. The d……….	Sight
(the exporter) then gives the Bill of E…….. to the bank.	accepting
When the bank presents the bill to the d…….. (the buyer)	specified
he must either pay it immediately (if it is a S……. Bill) or	drawee
accept it by writing 'Accepted' on it. By a……… a bill, a	accepts
person agrees to pay the bill at a s…….. date (usually in	documents
three months). When the d……... pays or a ….. the bill, the bank gives him the documents which allow him to	Sight
collect the goods from the quay when they arrive.	accepted
Receiving the d…….. when the S……. Bill is paid is called	against
'Documents against Payment'. Receiving the d……… when
a bill is a ……… is called 'Documents a…….. Acceptance'.
	document
The main d…….. in exporting is the B………. of Lading,	Bill
which is the title deed to the goods. The t…….. deed is the	title
d………. which proves ownership of the goods. When a	document/deed
B……….. of Exchange has been accepted by the d…….. it	Bill
become negotiable. This means that it can be transferred	drawee
to another person, to pay a debt for example. On the other	accepted
hand, if the exporter does not want to wait for payment of	Exchange
an a..….. Bill of E…….., he can discount (sell) it at a	Discount
D………. House. D……… Bills of Exchange is a way of	discounting
Lending and borrowing money. A B……… of Lading is also	Bill
n…….. so goods can be sold by selling the Bill of L……….	negotiable
Before the goods actually arrive in the importing country.	Lading
A letter of credit is a l………. written by the buyer's bank to	letter
the exporter's bank authorizing payment of a specified	sum
s………. of money to a s…….. person (the exporter). The	specified
importer has to apply to his bank to open a letter of	credit
c………. The exporter is paid when he presents the export	documents
d………. to his bank.

Text 3. Company Formation
Fill in the gaps in this passage with necessary terms, given in the column on the right.

The money needed to start a business is called capital. If a	capital
person does not have enough c…….. he may borrow some	loan
from the bank in the form of a loan or an overdraft. Before	security
the bank will give a l……… he must put up some security	sole
(such as his house) in case he cannot pay back the money.	liable
S…….. is also called collateral. If a business owned by one	creditors
man (a sole proprietor) runs into trouble, the owner is
liable to pay all the debts to his creditors, even if he has to
sell his private possessions. A s…….. proprietor is
personally l……… to his c……….

Sometimes two or more people own and run a business.	backers
This is called a partnership. People who invest money in a	partnership
business are called investors or backers. The b…….. in a	partner
p……… are all partners and owners. Usually all the p……..	personal
have p……… unlimited liability for d……… to creditors. A	debts
partner who i……… money in a partnership but who does	invests
not run the business is called a sleeping p…………	partner
Sometimes a s……….. partner can have limited l…….. (his	sleeping
liability is l……… to the amount of money he invests).	liability
	limited

All the i……. in a limited company have limited liability.	investors
Investment in a l……….. company is in the form of	limited
shares. Everyone who buys s…….. in the company is a	shares
shareholder. The liability of each s……. is limited to the	shareholder
amount of his i…… If a person has s…… in a company,	investment
he is said to have a stake or holding in the company. If the	shares
holds 20% of the shares, he has a 20% s……… If a s………	stake
has more than a 50% h………, he is a majority shareholder	shareholder
and he has a m…….. or controlling interest in the	holding
company.	majority
Capital which is borrowed is called loan c……… Capital	capital
obtained from i……… is called share capital or equity capital. The ratio between the l…….. capital and the company	investors/investment
	loan
e……….. capital determines whether a company has a high	equity
gearing or a low g……… A company which is highly geared has a high proportion of l……… capital. A company	gearing
which is low g……… has proportionately more e……..	loan
capital.	geared
	equity

Text 4. Pricing and Sales.
Fill in the gaps in this passage with necessary words, given in the column on the right.

Before a company can quote a price (or give a quotation)	costs
for goods, they must take into consideration all their costs:	costs
the production c……, shipping, insurance, etc. The total	overall
of all these c……. is called the overall cost. The costing is	work
usually done before a model is produced or exported, so	cost
the company must calculate (or work out) their o……..	costing
costs in advance. From these figures they can w…….. out	comsideration
the cost of each model (the unit c…….). All the	profit
calculations are written on the c……… sheet. The company	quotation
also takes into c…….. their profit. They will usually allow a	overall
p…….. margin of at least 10 %. So when a company give a	margin
q…….. for a model, they have built into the price their
o…….. costs and profit m……..

There are other factors which affect the p……. of goods,	price
for example the law of supply and demand. If a product is	demand
in d…… (many people want to buy it) and not many	supply
firms can s….. the product, then the company can	quantities
charge a higher unit price. On the other hand, making	demand
goods in large quantities is comparatively cheaper then	quantities
producing goods in small q…… If there is a big d……..	quote
for a model, a company can produce it in large q…….	unit
and they should be able to q…….. a lower u……. price.	pricing
Two of the departments in a company which deal with	Department
p……. and selling goods are the Sales D……. and the	sales
Account Departments. The S….. staff handle the basic	selling
forms involved in s…… goods (the order and the delivery	Accounts
or advice note) and the A…… staff handle the f…….	forms
involved in charging for goods (the invoice and the	form
statement). The f…….. sent by the buyer requesting goods	order
is the o……. The form which accompanies the goods or	note
which is sent to the buyer to tell him to expect the goods is	advice
the delivery n……. (or a……. note). The buyer signs the	delivery
d…….. note which is then a receipt for the seller to prove	sales
the buyer received the goods. The S…….. Department	note
then gives the signed delivery n……… to the Accounts	bill
Department which sends the buyer a bill for the goods.	invoice
This b…….. is called an i…….. Usually the A……….	Accounts
Department will send the buyer an account each month	statement
which shows details of all the transactions that month.	transactions
The account is called a s…….. The t…… are all the i……..	invoices
the seller has sent and the money received.

Section II. Take into Account
Get the information from the following texts and reproduce them.
Text 1. The Advertising Manager at Work.
Joanna Harvey, who got the job as Advertising Manager, has had plenty of time now to settle down. How is she handling her new job? Does she justify the faith placed in her by the management? In this episode she goes along to John Martin's office to have a word with him about the firm's publicity programme (including the stand at an office equipment exhibition), and also to discuss the new advertising campaign. Publicity is all about getting a company and its products known and talked about by the public. For example, Joanna's scheme to have a big launching party to unveil the new executive-type desk is a publicity stunt, that is, a way to get attention. She plans to invite a number of journalists to the launching ceremony of the new desk range. She hopes they will print photographs and give the desks a good write-up, write articles in their papers or magazines praising the goods. Harper & Grant are also going to rent a special area in an exhibition hall to display the new desk range, and some of their well-tried and well-known products as well. Joanna has already booked a site for this display stand through the exhibition organisers. She then has to find an exhibition contractor to build the stand. These are special firms who design and manufacture stands to suit their client's requirements. Sometimes these stands are pre-erected, that is put up at the place of manufacture to show the client exactly how they will look in the exhibition hall. This entails getting the work done earlier, erecting the stand and assembling and fitting all the furnishings required, such as lights, carpets, curtains, etc., and the cost is therefore higher. Joanna has authorised expenditure for the quarter in excess of her budget, so she decides not to have the stand pre-erected, with nearly disastrous consequences. The contractors are working on a number of stands which they have to put up as soon as the exhibition hall is available. There are very often last-minute hold-ups and difficulties. With the result that quite often an exhibition opens with the paint hardly dry on some of the stands and a lot of hammering still going on as the doors are opened to the public.
For her advertising programme, Joanna has an overall plan for the coming year showing exactly where she plans to spend the advertising budget, or money set aside for buying space in newspapers, magazines, or (for larger firms) buying time on television or on the cinema screen. In connection with launching the new desk range, Joanna has an idea for a teaser campaign to promote the product. This is a form of advertising in which a mystery is first created in the minds of the public, with the explanation, or complete advertisement, following later. Joanna planned to show a beautiful secretary in an ideal office, including everything except the desk, the desk she was actually selling.

The Language of Business, 1990

Text 2. Money Supply, Measures of.
Money is as hard to measure and define as it is to control. Money is graded according to its LIQUIDITY - notes and coins being completely liquid, whereas some kinds of bank deposits become spendable only after notice to withdraw them has expired.

In Britain.

M1 is notes and coins in circulation, plus sterling sight deposits (that is, those withdrawable without notice) held by the private sector.
Sterling M3 (£M3) is M1 plus sterling time deposits (those requiring notice of withdrawal) of the British private sector, plus all sterling deposits of the British public sector. To get M3, add the foreign currency deposits of all British residents.
PSL2, short for private sector liquidity, is notes and coins in circulation; all sterling deposits (that is, including time deposits and CERTIFICATES OF DEPOSIT); other money market instruments (for example, TREASURY BILLS, bank bills and local authority debt held by non-bank private sector); BUILDING SOCIETIES’ share and deposit accounts, and some national savings securities.

The United States uses three measures:

M1, defined as currency in circulation, travellers' cheques demand deposits of the private sector at commercial banks, automatically withdrawable deposit accounts at banks and thrift institutions, credit union share draft accounts, and demand deposits at mutual savings banks.
M2 is M1 plus saving and small-denomination time deposits, overnight deposits at commercial banks, overnight Eurodollars held by American residents (other than at Caribbean branches of Fed member banks) and balances of accounts with MONEY MARKET FUNDS.
M3 is M2 plus large denomination time deposits, companies’ term REPURCHASE AGREEMENTS at commercial banks and SAVINGS AND LOAN ASSOCIATIONS, and money markets funds held by institutions.

West Germany is simpler. Though it uses measures of M1, M2 and M3 similar to the American measures, it only targets one:

Central bank money stock, defined as currency in circulation and banks’ required reserves on domestic deposit. This is a version of what is known as the MONETARY BASE.

The Pocket Economist, 1987
Text 3. Slotting in
Napoleon I described the English as a nation of shopkeepers. He was alluding to one of the great English obsessions: namely that of money.

The English have always been dominated by money. This isn't because they are avaricious; it is simply that they find the stuff difficult. While other Europeans were inventing opera, impressionism and the autostrada, the English were doing battle with a system of monetary units which was so complicated that it left them time for little else. A few years ago the English tried to modernise their currency in an attempt to make the country more accessible to foreigners. Fortunately life in England is now less complicated for the tourist but he must still bear in mind many of those time-honoured customs which survive.

Above all the English have a fetish for putting money into things called slots. This is for a variety of different purposes. Whereas in Europe and beyond, these machines are usually for entertainment (e.g. video games), in England they are essential for survival.

The first difficulty that confronts the hapless tourist is the public telephone. Even though the phone booth has a list of instructions in every language, always remember that they are equally incomprehensible in each language. Furthermore no single coin of any denomination will be enough. In England you need to put a coin in a slot if you want to use a public toilet. If you intend to wash your hands afterwards you will need a coin in order to dry them. In the more sophisticated public conveniences it is possible to put a coin in a slot and take out paper tissues, toothbrushes and more intimate items.

If you are ever hungry while waiting for your train on the London Underground you can put a coin in a slot and endeavour to pull out a piece of chocolate. This is the equivalent of throwing coins into the Trevi Fountain in Rome: that is to say, it might bring you luck and it will probably make you return. The lucky part is that you might extract a bar that was originally inserted at some stage in the 1940's. It is more probable that you will lose your coin for ever. In this case a complaint to the station manager is in order. He will kindly accompany you to the scene of the crime and tell you that it isn't his responsibility.

Those staying in guest houses will encounter something which is bound to dull the foreign heart: a lack of heating which is bestial. This situation is remedied by putting yet another coin into a slot in order to light a gas fire. Usually the coin required is a 3d piece and this has been out of circulation for over a decade. One must never be too self-confident about the new found warmth: usually a new coin has to be inserted every 20 minutes.

You will also need a coin if you want to take a shower in one of the aforementioned lodgings. The insertion of the correct coin guarantees 30 seconds of uninterrupted and uncontrollable boiling water, followed by an indefinite period of icy cold water.

One final problem remains: where to keep these coins which are essential in the course of an English sojourn? Of course the English have already thought about that and have invented the Pocket. Indeed this may explain the poverty of English fashion and the fact that English people tend to have bad posture. A fortune awaits the Italian fashion designer who can invent an elegant costume to house all the money that the average Englishman is obliged to carry around with him.

Speak up, N 5, 1988

Text 4. Auditing the Accounts.
Every year the accounts of a limited company must be approved by auditors. They act on behalf of the shareholders. Their duty is to ensure that the directors are reporting correctly on the state of affairs of the company. They do not judge whether the directors are managing the company efficiently or not. That is something the shareholders must judge for themselves.
Until recently, the accounts of Harper & Grant have been audited by Hector Grant's son-in-law, who is in private practice as an accountaint. A new firm of auditors has now been appointed. A privately owned limited company is now no longer exempt from having to publish its accounts. It was therefore considered necessary to have the accounts audited by independent auditors in no way connected with Harper & Grant.
William Buckhurst, as Company Secretaty, is responsible for seeing that the books and records for the period in question are ready for checking. It could make a bad impression if the accounts department was not able to supply immediately any information wanted by the auditors.
What precisely do the auditors check? They have to be satisfied that everything which goes into making up the Profit Statement, the Balance Sheet and the Directors’ Report is correct. The Profit Statement (sometimes called a Trading and Profit and Loss Account) shows how the profit for the year is arrived at. Is starts with net sales or income, and deducts the cost of materials, work and overhead charges. This leaves a trading surplus, from which charges, such as depreciation on plant and buildings, auditors' fees, and administration and selling costs must be deducted to produce the net profit (or loss). The Balance Sheet is a summarised statement showing the amount of funds employed in the business and the sources from which these funds are derived. On one side is listed the capital employed, which usually consists of the issued share capital plus reserves and retained earnings. You will remember that the share capital of Harper & Grant consisted of five thousand £1 shares, with a total market value of five hundred thousand pounds. In other words, there are four hundred and ninety-five thousand pounds in reserves and retained earnings. This starts with the total cost if its fixed assets (land, buildings and machinery) and any trade investments (interests in other companies), followed by a breakdown of net current assets (that is, cash and stocks, plus what the firm is owed by its customers, less its liabilities, or what it owes to others). The Wentworth Mattress Company owns shares in Harper & Grant, so this would be shown as a trade investment in Wentworth's Balance Sheet. The totals on the two sides of the Balance Sheet must agree; that is, come to the same figure. The total dividend to be paid for the year is a current liability, and is therefore an item in the compilation of net current assets.
One of the most difficult jobs in preparing accounts is stock valuation: that is, putting a value on all goods in the hands of the company. It may seem easy, as goods could be counted, and then the price paid for them could be checked against the suppliers invoices. But the value of commodities (e.g. copper) often fluctuates. Furthermore, much of a company's stock will consist of work in progress or finished stock, and the volume of all stock is changing daily, if not hourly. The rule for stock valuation is that it should be taken at cost price or market price, whichever is the lower.
So far we have seen only one case of dishonesty in Harper & Grant, when a clerk in the Sales Department took some cash left lying on a desk. Infortunately, there is always a temptation to people handing money all the time to attempt, in a weak moment, a fiddle (a slang term for a small cheat or dishonest action) which they feel will not be noticed. If they get away with it, are successful, they may well be tempted to do it again, or make a regular practice of it, perhaps on a larger scale.

The Language of Business, 1990

Section III. Be Aware of Business
Check up your professional knowledge of business while answering the following questions:
Market size

What is the size of the total market for the product?
How durable is the market?
What is domestic consumption (volume or value)?
What proportion or amount (volume and/or value) is met from imported sources?
What are the main export markets from (a) domestic production (b) reexported imports?
What factors limit the size of the total market?
What are the export possibilities?

Market structure

Who are the main domestic supplier s to the market?
Which countries are the main source of imports?
Which importing firms are the most important?
What is the export performance of main competitors?
Which are their main markets?
What are the geographical variations in the domestic market?
What are the seasonal/cyclical variations in the domestic market?
What factors currently favour the emergence of new competitors?
What factors are currently likely to lead to the reduction of competitors?
Which are the main user industries?

Market share

What share of the market does the firm command?
What are the main competitors' shares?
What is the firm's share of the market when broken down?

by industries

by size of firms

geographically.

What are the main competitor's shares?

by industries

by size of firms

geographically.

What share of the market is held by imported products?
What factors support the market share of imported products?
What percentage of business is from:

old customers?

new customers?

How concentrated or dispersed are sales?

The firm

What is the reputation of the firm within the user industries?
What is the reputation of the firm's products within these industries?
What is the firm's "image"?
What are the firm's individual "brand images"?
Is the name and reputation of the firm established?
Do the firm's suppliers form potential markets for its products?
Does the firm adsorb any of its own products?
What services are provided by the firm?
How do these relate to market requirements?
What guarantees are offered?
How advisable is it to brand own products with private brands?
What are the critical factors for success - e.g. distributive network "approvals", local participation etc.)?

Profit

What is the profit history of the product?
What is the unit profit history?
What is known about profits of other manufacturers in the same field?
What contribution to profits of other products does the product make?
What non-profit advantages does the firm derive?
What changes in profits have changes in marketing strategy achieved in the last 5 years?

Overseas markets

Have all possible overseas markets been evaluated (screening)?
What criteria will be used to decide of the attractiveness of a market?
What official assistance is available for (a) provision of information on individual markets (b) finance for research (c) market entry (d) market consolidation?
What is the local taxation position on:

products

profits

labour

turnover?

What is the import duty for each of the main exporting countries?
Do quotas or licensing arrangements exist?
Are local producers protected?
What type of sales organization will be required for the territory (e.g. own selesmen, distributor, agent trading company, joint venture etc.)?
What contribution will the firm make to visits, sales aids, exhibitions, advertising, point of sale etc.)?

The product

What are the major and subsidiary uses for the firm's product?
Under what conditions are the firm's products used?
What are the products' unique qualities?
What are the product's "plusses"?
What are its weaknesses?
What changes have been made in the product since its introduction?
What were the reasons for changes?
What is the image of the product?

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