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11
where competition was fiercest. And how they could raise rates on short-
haul business, where they had less to fear from other suppliers.
The principles first worked out by L a r d n e r in the 1850s are now
used by economists working for the major airline companies today to work
out the freight rates and passenger fares that will give the airline the largest
possible profit. And the rates that result have a lot in common with those of
the nineteenth century in principle.
Vocabulary
demand
to be in demand
to satisfy demand
discoverer
to draw (drew, drawn)
curve
application
benefit
bridge
bridge financing
toll
to charge
connection
to cut
short-haul business
to fear
freight
freight rates
fare
passenger fares
to have a lot in common with
спрос
пользоваться спросом
удовлетворять спрос
первооткрыватель
рисовать, чертить
кривая, график
применение
прибыль, польза
мост
промежуточное
финансирование, краткосрочный
кредит на период до начала
действия основной схемы
финансирования
плата за проезд по дороге
взимать
соединение
резать, сокращать
перевозки
на
короткие
расстояния
бояться
груз
тарифы на перевозку грузов
плата за проезд
пассажирские тарифы
иметь много общего c
Translate into Russian
1. It was he who discovered the law of demand and supply.
2. It was he who first applied the law.
3. It was he who wrote this report.
4. It was he who made the first film.
5. It was he who invented the radio.
12
Sum up what the text said about:
- A.A. Cournot
- J. Dupuit
- D. Lardner
- an example of the application of the principles at present
Agree or disagree
1. It is very easy to calculate such rates knowing the law of demand and
supply
2. This principle of calculation is also applied to charges for
accommodation.
3. This principle is applied in very many cases.
The Language of Computers
Fifty years ago people didn't even hear of computers, and
today we cannot imagine our life without them.
Computer technology is the fastest-growing industry in the world. The
first computer was the size of a minibus and weighed a ton. Today, its job
can be done by a chip the size of a pin head. And the revolution is still
going on.
Very soon we'll have computers that we'll wear on our wrists or even in
our glasses and earrings. Such wearable computers are being developed in
the USA.
Japan's biggest mobile-phone company has just released its cleverest
product so far, the i-mode, a mobile phone that allows you to surf the
Internet as well as make calls. People are already using the phone to check
the news headlines, follow the stock market, and download the latest
jokes. Soon they will be able to buy cinema tickets and manage their bank
accounts.
Nowadays with Internet TV it has become a reality to have a TV-set,
a PC and the Internet all in one.
The next generation of computers will be able to talk and even think for
themselves. They will contain electronic 'neural networks'. Of course,
they'll be still a lot simpler than human brains, but it will be a great step
forward. Such computers will help to diagnose illnesses, find minerals,
understand and control the world's money markets, identify criminals and
control space travel.
Computer revolution is changing our life and our language
too. We are constantly making up new words or giving new
meanings to old ones.
Most of computer terms are born in Silicon Valley, the
world's top computer-science centre.
13
Say if these statements are true or false.
1. The computer industry is growing very fast in the world.
2. Now the size of computers is the same as earlier.
3.
People can already buy cinema tickets using the phone.
4.
Soon the next generation of computers will be able to
identify criminals, find minerals, talk and even think.
5.
A lot of words connected with computers have come from Silicon
Valley.
Sum up what the text said about:
- the computer technology nowadays
- the next generation of computers
- Silicon Valley
The Pros and Cons of Internet
The Internet is without doubt one of the most important inventions in
history. It was started in 1968 by the US government, but at first it was
used mainly by scientists. Since 1990, when the World Wide Web was
created, it has changed the world and its uses are growing every day.
The main use of the Internet is to find information for your studies or job,
or just to find out more about your hobbies, sports or current events.
All of the latest information is available to you, in your home, at any hour
of the day and night. It's much faster and easier to surf the Net in search of
information from all over the world than to travel to libraries in dozens of
countries.
You can also use the Internet to read newspapers and magazines, play
games, plan your holiday or buy from your favorite shop. E-mail makes it
possible to send electronic messages anywhere in the world in seconds, and
you can use the Internet to 'chat' with people and make new friends.
Nowadays you can even have Internet TV - imagine watching a film on TV
and getting information on the actors at the same time!
However, the real world of the Internet may not be as perfect as it seems.
With so much information available, finding what you want can take you
hours. Multimedia web pages with photographs, music and video are
attractive, but they make downloading slow and boring. Besides, there's too
much advertising instead of real information.
As for the Internet friendships, sitting at home in front of a computer
making 'chat friends' is not the same as actually meeting people.
Say if these statements are true or false.
1. The Internet is one of the greatest inventions in the world side by side
with TV, radio, and many other inventions.
14
2. From the first days the Internet was used by ordinary people.
3. One can use it at any time to find any information about sports, music,
current events, and jobs.
4. Some people communicate through the Internet sending electronic
messaged to each other.
5. It takes you a few seconds to download the necessary information.
What did the text say about:
- the invention of the Internet
- the advantages
- and disadvantages of the Internet?
Do you have an access to the Internet? What purpose do you use the
Internet for?
Management and its Functions
1.
Management and Organization
.
Management includes those people, who have the right to make the
decisions that affect the company's affairs. Organization is the means by
which management coordinates the effort of employees to attain the
company's objectives. An organizational structure is a framework which
allows management to delegate and control the responsibility of individuals
and departments. Once the organizational structure has been established,
the areas of activities, levels of authority and duties must be clearly
defined.
2.
Levels of Management
.
There are three management levels: top management, middle management
and operating management. Top management includes the president, vice
presidents and the general manager. Middle management includes
department managers, plant managers and production managers. Operating
management includes supervisors, foremen.
3.
Management Functions
.
Management performs many functions. The most important function of a
manager at any level is decision making. If a manager faces a problem, he
must analyze it and choose the right approach for each situation. The next
function is planning. Good managers must foresee the results of their work
in future. Then managers set objectives, coordinate and control the work of
the whole organization. They also make hiring and firing. This is the
process of finding the right person for each job. Innovating is a creative
function. New approaches, new technologies, finding new and better ways
15
to do the job are only some of the creative tasks managers deal with.
Vocabulary
to affect
affairs
to coordinate
to attain
to set objectives
to delegate authority
to control
a department
a level
to define
authority
a supervisor
a foreman
to choose the right approach
to foresee
to make hiring
to make firing
innovating
to deal with
влиять
занятия
координировать
достигнуть, добиться
ставить цели
распределять обязанности
контролировать
отдел
уровень
определять
власть, полномочия
заведующий
мастер
выбрать правильный подход
предвидеть
принимать на работу
увольнять с работы
введение новшеств
иметь дело с
Answer the questions
1.
What does management include?
2.
What is an organizational structure?
3.
What does top management include?
4.
What does middle management include?
5.
What does operating management include?
6.
What are the functions of managers at any levels?
Translate into English
1. Менеджмент - это умение руководить подчиненными, чтобы
организовать успешную работу предприятия.
2.
Организационная
структура
помогает
управляющим
распределять обязанности и контролировать их выполнение.
3.
Обязанности служащих должны быть четко определены.
4.
Высшее руководство включает президента фирмы, вице-
президентов и генерального управляющего.
5.
Среднее звено управления - руководители отделов,
управляющие производством.