A typical company consists of three groups of people: the shareholders, the management, and the employees. The shareholders own shares in the company. Shares are bought by people as an investment. The management governs the employees who are the workforce.
The Board of Directors is at the top of the company. The Chairperson or President heads the Board. The Board of Directors takes policy decisions and determines the company's goals and strategy.
The Board of Directors appoints a Managing Director or Chief Executive Officer. Very often, the same person holds the positions as Chairman and CEO. A public limited company must have two directors and a private one. The Managing Director is responsible for the running of the business. The Director gives instructions to a General Manager who exerts control over managers of departments.
Managers are at the head of the various departments, for example, Finance, Marketing, Production, Public Relations, Personnel, Research and Development.
A Finance Department deals with the management of money of the company, its spending, profits, investments. A Finance Manager heads the department.
A Marketing Department is concerned with market analysis, pricing, market entry strategy, market development, and advertising. A Marketing Manager is at the head of the department.
The work of a Production Department is connected with manufacturing goods. A Production Manager is in charge of the department.
A Public Relations Department is involved with projecting a positive image of the company through mass media, contacts with people and organizations. The department is headed by a Public Relations Manager.
A Personnel Department or Staff Department deals with hiring and firing workers. A Personnel Manager or Staff Manager is responsible for the department.
A Research and Development Department is concerned with a scientific study and innovation aimed at improving production processes. A Research and Development Manager is at the head of the department.
Other companies may have different departments. For example, international companies have an Export and Import Department, headed by an Export and Import Manager.
Many big companies have an Advertising Department, headed by an Advertising Manager. The department promotes the products of the company and makes people buy them.
Companies may also have a Sales Department, a Logistics Department, an Accounting Department, etc. These departments are headed by a Sales Manager, a Logistics Manager, an Accounting Manager respectively.
The senior management controls the middle management. The low management is controlled by the middle management.
Every company has a secretary.
Exercise 4. Find in the text the equivalents of these words and word combinations.
; ; ; , ; ; ; ; ; ; ; .
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Exercise 5. Answer the following questions in pairs.
1. What three groups of people make up a company?
2. What do we call a body of people governing the company?
3. What do we call the official who heads the Board of Directors?
4. How is a Managing Director appointed?
5. What departments may be included in different companies? What do we call managers of these departments?
Exercise 6. Speak about the management structure of a British company.
3.5. Advertising
Exercise 1. Answer the questions below.
1. Is advertising important in our life? Why?
2. What are the best media for advertising?
3. Do you like to watch commercials on TV?
4. Do you believe ads?
Exercise 2. Learn the following words and words combinations.
advertising ['xdvqtaIziN] ,
to advertise ['xdvqtaIz] v
advertiser ['xdvqtaIzq]
advertisement [qd'vE:tIsmqnt] = ad [xd] ,
advantage [qd'vRntIG]
in order to ['Ldq] ,
to persuade [pq'sweId] v
to promote [prq'mqVt] v ,
promotion [prq'mqVSqn] ,
mass media ['mxs 'mJdIq]
commercials [kq'mE:Sqlz] n
to include [In'klHd] v
billboard ['bIlbLd]
poster ['pqVstq] ,
leaflet ['lJflIt]
brochure ['brqVS(V)q]
direct marketing [dI'rekt 'mRkItIN] ,
widely ['waIdlI] adv
to use [jHz] v
webusers ['webjHzqz]
sales tool ['seIlz 'tHl] ,
banner ['bxnq] ,
webzine ['webzIn]
bulletin board ['bulqtIn 'bLd]
cyberstore ['saIbq"stL] , -
sightseeing tour ['saItsJIN 'tuq]
offer ['Pfq] v ; n
campaign [kqm'peIn]
carry out ['kxrI 'aut] phr v
successful [sqk'sesfql] a
department [dI'pRtmqnt]
to be engaged in [In'geIGd] -.
properly ['prPpqlI] adv ,
institution ["InstI'tjHSqn]
to provide [prq'vaId] v
certain ['sE:tn] a
to be subdivided into ["sAbdI'vaIdId]
product advertising ['prPdAkt]
institutional advertising ["InstI'tjHSqnql]
the formerthe latter ['fLmq'lxtq] ( )
particular [pq'tIkjVlq] a
chewing gum ['CHINgAm]
tights [taIts]
diapers ['daIqpqz] ,
to create [krJ'eIt] v
Exercise 3. Read and translate the text below.
Advertising
Advertising is the activity of informing people about goods and services and showing their advantages in order to persuade people to buy them.
Advertising promotes products, services, and ideas in mass media, such as television, radio, newspapers, magazines, and the Internet. Radio or television advertisements are called commercials, they are included in different programmes and shows. People can see advertisements on billboards, posters, in video films. Potential buyers are sent leaflets, brochures and catalogues by mail. Letters, brochures, leaflets, catalogues, E-mail and fax advertisements are direct-marketing media.
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Nowadays the Internet is widely used as a sales tool. Webusers can see a lot of advertisements on the Internet. These advertisements are called banners. Webusers find banner ads on home pages, webzines, bulletine boards. Cyberstores offer everything from cars to sightseeing tours.
Advertisements are paid by a person or company offering goods or services. The advertiser controls the information about the product, the timing and repetition on TV or on the radio.
Advertising campaigns are usually organized and carried out by professionals. Successful companies have effective advertising departments. A lot of advertising agencies are engaged in the promotion of different products. As a result of a properly organized advertising campaign, a lot of potential buyers get the message and go to the shop or institution providing certain goods or services.
Traditionally, advertising is subdivided into product advertising and institutional advertising. The former aims at the promotion of a particular product. Product advertisements persuade people to buy a particular brand of goods. Advertisements for soft drinks, foods, chewing gum, toothpaste, tights, diapers, cars are examples of product advertising. The latter type of advertising creates an organizational image, a good reputation of a company.
Exercise 4. Find in the text the equivalents of these words and word combinations.
; (); ; ; ; ; ; ; ; ; ; ; .
Exercise 5. Answer the following questions in pairs.
1. What is advertising?
2. What does advertising promote?
3. What products do cyberstores offer?
4. Who organizes advertising campaigns?
5. What types is advertising subdivided into?
Exercise 6. Speak about advertising.
Unit 4. Learning Modern Languages
4.1. Modern Languages
Exercise 1. Answer the questions below.
1. What modern languages do you know?
2. How long have you been learning English?
3. How do you work at your English?
Exercise 2. Learn the following words and words combinations.
increase ['InkrJs] n
mother tongue ["mADq 'tAN]
discourse ['dIskLs] n , ;
seafaring ['sJ"feqrIN] n ,
entertainment["entq'teInmqnt] n ,
vocabulary [vq'kxbjVlqrI] n
to spread, spread, spread [spred] v
currently ['kArqntlI] adv
aim [eIm] n
abroad [q'brLd] adv
opportunity ["Ppq'tjHnItI] n
teaching aid ["tJCIN 'eId]
to socialize ["sqVSqlaIz] v
to master a foreign language ['mRstq 'fPrIn 'lxNgwIG]
Exercise 3. Read the text and say what makes learning modern languages important in our life.
Learning modern languages
Globalization, that is the increase of global relations of culture, people and economic activity, makes it necessary to learn modern languages used in a particular region and especially the lingua franca. A lingua franca is a language used between people from different countries whose mother tongues are different. At present, English is the first global lingua franca used for international discourse and intercultural communication.
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English is the dominant international language of politics, diplomacy, communication, science, computing, business, medicine, seafaring, aviation, entertainment and radio.
English is one of the six official languages of the United Nations. The other languages are Russian, Spanish, Chinese, Arabic and French.
English is also an official language of the European Union. The other most important languages are German and French. Besides, 23 languages of the member countries are also used as working languages.
English is a West Germanic language having a very large vocabulary. The Oxford English Dictionary contains over 250,000 words.
The importance of English began to grow in the 16th century due to the British colonization of other countries. By the late 19th century it spread globally. English became the main language in the United States, Canada, Australia and New Zealand. In the 20th century it continued to spread all over the world thanks to the US political, economic and cultural dominance in the world.
According to Wikipedia, about 375 million people speak English as their first language. Modern English is the third largest language by number of native speakers, after Mandarin Chinese and Spanish. When combining native and non-native speakers it is probably the most commonly spoken language in the world. English is currently the language most often taught as a foreign language. It is dominant in Russian schools, too.
People learn foreign languages for different purposes. The aims of learning English include the following:
- to get information first-hand from books, journals and magazines;
- to use the Internet resources effectively;
- to travel abroad and socialize with both native and non-native speakers;
- to use the foreign language at work;
- to get a good education and broaden one's mind.
Nowadays, learners of English have every opportunity to master the language. English is taught at all Russian educational institutions. People can use both traditional and Internet English courses. There are a lot of teaching aids and books in English. People can read books, listen to CDs, watch DVDs and films in English.
But learners of English should understand that it takes a lot of time to master any foreign language. Where's a will, there is a way!
Exercise 4. Find in the text the equivalents of these words and word combinations.
; ; ; ; ; ; ; ; , ; (2 ); ; ; , .
Exercise 5. Answer the following questions in pairs.
1. What is a lingua franca?
2. How did English become the first global lingua franca?
3. What languages are taught at Russian educational institutions? Which of them is dominant? Why?
4. Why do people learn foreign languages?
Exercise 6. Speak about the way you learn English.
Exercise 7. Speak about the importance of learning modern languages.
4.5. English-speaking countries
Exercise 1. Answer the questions below.
1. What English-speaking countries do you know?
2. Why do so many people speak English?
3. How long have you been studying English?
4. Do you like to study English?
Exercise 2. Memorize the following realia.
the United Nations [jH"naItId 'neISqnz]
the European Union ["jVqrq'pIqn 'jHnjqn]
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the Commonwealth ['kPmqnwelT] ( )
Manchester ['mxnCIstq]
Liverpool ['lIvqpHl]
Birmingham ['bE:mINqm]
Glasgow ['glRsgqV]
Washington ['wPSINtqn]
Chicago [SI'kRgqV]
San Francisco ["sxnfrqn'sIskqV] -
Los Angeles [lPs'xnGqlqs] -
Philadelphia ["fIlq'delfIq]
the Stars and Stripes ["stRz qnd 'straIps] " ",
Canada ['kxnqdq]
Ottawa ['Ptqwq]
Toronto [tq'rPntqV]
Montreal ["mPntrI'Ll]
Vancouver [vxn'kHvq]
Australia [L'streIlIq]
Sidney ['sIdnI]
Melbourne ['melbqn]
New Zealand ["njH 'zJlqnd]
Auckland ['Lklqnd]
Christchurch ['kraIstCE:C]
Nelson ['nelsn]
Dunedin [dA'nJdIn]
Exercise 3. Learn the following words and words combinations.
English-speaking countries ['INglIS "spJkIN 'kAntrIz] ,
truly ['trHlI] adv , -
extensive [Ik'stensIv] a
native speaker ['neItIv 'spJkq]
lingua franca ["lINgwq 'frxNkq] ,
state [steIt] n ;
main [meIn] = chief [CJf] a
member ['membq] n
former ['fLmq] a
represent ["reprI'zent] v
Exercise 4. Read the text and explain why English has become a global language.
