Текст книги "Английский язык для студентов заочной формы обучения"

2.2.2 Тексты для студентов специальностей «Бухгалтерский учет, анализ и аудит», «Финансы и кредит»

2.2.2.1 Задание 1. Прочитайте и запомните следующие слова и словосочетания:

accounting – бухгалтерское дело;

identify – определять;

measure – измерять;

record – записывать;

communicate – передавать (информацию);

economic events – экономические события;

sale of goods – продажа товаров;

payment of wages – выплата зарплаты;

evidence – доказательство; признаки;

relevant (to) – соответствующий ч-л.;

transaction – сделка, операция;

in monetary terms – в денежном выражении;

diary – дневник; order – порядок; ордер;

financial statement – финансовый отчет;

in the aggregate – в совокупности;

treasurer – кассир;

управляющий финансами (корпорации);

cash – наличные деньги;

ratio – относительный показатель;

chart – диаграмма;

account records – учетные записи;

cost – стоимость;

double – entry book keep – двойная учетная запись;

merchandise – товары;

income tax – подоходный налог;

describe – описывать;

data – данные;

annual statement – ежегодный отчет;

user – пользователь;

financial report – финансовый отчет.

2.2.2.2 Задание 2. Прочитайте тексты А, В, С, переведите их письменно

Тext А. What Is Accounting

As a financial information system, accounting is the process of identifying, measuring, recording, and communicating the economic events of an organization (business or nonbusiness) to interested users of the information. The sale of goods, the rendering of services, the payment of wages are examples of economic events. The first part of the process – identifying – involves selecting those events that are considered evidence of economic activity relevant to a particular organization.

Once identified, the economic events (called transactions by accountants) must be measured in financial terms, that is quantified in dollars and cents.

If the event cannot be quantified in monetary terms, it is not considered part of the company's financial information system. The measurement function thereby eliminates some significant events (such as an appointment of a new company president) because they lack measurability in financial terms.

Once measured in dollars and cents, the events are recorded to provide a permanent history of the financial activities of the organization. Recording consists of keeping a chronological diary of measured events in an orderly and systematic order. In recording, the accountant also classifies and summarizes these events.

Тext В. The Development of Accounting Thought

Accounting has a long history. Some scholars claim that writing arose in order to record accounting information. Account records date back to the ancient civilization of China, Babylonia, Greece, and Egypt. The rulers of these civilization used accounting to keep track of the cost of labor and materials used in building structures like the great pyramids.

Accounting developed further as a result of the information needs of merchants in the city-states of Italy during 1400s. In that commercial climate the monk Luca Pacioli, a mathematician and friend of Leonardo da Vinci, published the first known description of double-entry book – keeping in 1494.

The pace of accounting development increased during the Industrial Revolution as the economies of developed countries began to massproduce goods. Until that time, merchandise had been priced based on managers' hunches about cost, but increased competition required merchants to adopt more sophisticated accounting systems.

In the nineteenth century, the growth of corporations, especially those in the railroad and steel industries, spurred the development of accounting. Corporation owners, the stock holders-were no longer necessarily managers of their business. Managers had to create accounting systems to report to the owners how well their businesses were doing.

The role of government has led to still more accounting developments. When the federal government started the income tax, accounting supplied the concept of "Income". Also, government at all levels has assumed expanded roles in health, education, labor, and economic planning. To ensure that the information that it uses to make decisions is reliable, the government has required strict accountability in business community.

Text C. Communication

This identifying, measuring and recording activity is meaningless unless the information is communicated to interested users. The information is communicated through the preparation and distribution of accounting reports, the most common of which are called financial statements. To make the reported financial information meaningful, accountants describe and report the recorded data in a standartized manner. Such data are said to be reported in the aggregate.

Accountants report financial information on a periodic basis, that is, at regular intervals. The frequency of communicating varies according to the needs of the user and the nature of the information reported. For example, the company's treasurer may request daily reports of cash, the sales manager may require weekly reports of sales, and the president may desire monthly reports of operations as a whole. In contrast, annual statements of financial position and results of operations may be suffice for investors and governmental agencies.

The information is reported to the users of financial reports through ratios, percentages, graphs and charts.

2.2.2.3 Задание 3. Ответьте на вопросы по текстам А, В, С

1 Is accounting part of a financial information system?

2 What parts does the process of accounting consist of?

3 What examples of economic events can you give?

4 Identifying involves selecting of economic events relevant to a particular organization, doesn't it?

5 Can all the events be quantified in monetary terms?

6 What events are not considered part of the company's financial information system?

7 Does the accountant only record the measured events in a systematic manner?

8 What else does he do with the measured economic events?

9 Where do accounting records date back to?

10 Why did the rulers of ancient civilization of China, Babylonia, Greece and Egypt use accounting?

11 What was Luca Pacioli?

12 What spurred the development of accounting in the nineteenth century?

2.2.2.4 Задание 1. Прочитайте и запомните следующие слова и словосочетания:

transactions – сделки;

to carry on – проводить;

to provide – обеспечивать;

mutual savings banks – взаимно– сберегательные банки;

lending – предоставление кредита;

loans – займы;

creditworthiness – кредитоспособность;

acceptance – принятие;

transfer – передача, перевод;

deposits – депозиты;

vaults – хранилища;

to store – хранить;

to insure – страховать;

valuables – ценности;

profitable – выгодный;

interest – процент;

percentage return – доход в виде процента;

account debit cards – карты дебета счета;

electronic cash till – банкомат;

computer on-line banking – компьютерные онлайновые расчеты между банками;

clearinghouses – расчетные палаты;

payments – платежи;

income – доход;

savings – сбережения;

yield – доход;

mortgage – ипотека;

facilities – средства;

handling – обработка;

checking account – 1) специальный счет, с которого снимаются деньги по чекам клиента; 2) счет, позволяющий в любой момент вносить и снимать деньги (до востребования);

rate of interest – процент, процентная ставка, норма процента;

liabilities – задолженность;

assets – актив (баланса);

retail bank – банк, занимающийся обслуживанием мелкой клиентуры;

underwriter – гарант размещения (займа, акций и т.п.);

issue of shares – выпуск акций; intermediary – посредник;

merger – слияние, объединение (коммерческое, промышленное и т.п.);

acquisition – 1) получение; 2) приобретение (действие); сбор;

building society – жилищно-строительное общество;

management buy-outs – выкуп права на управление.

2.2.2.5 Задание 2. Прочитайте тексты А, В, переведите их письменно

Text A. What Is Banking

Banking is the transactions carried on by any person or firm engaged in providing financial services to consumers or businesses.

For these purposes there exist commercial banks, central banks, savings banks, trust companies, finance companies and merchant banks. Banking: consists of safeguarding and transfer of funds, lending or facilitating loans, guaranteeing creditworthiness and exchange of money. In other words, banking is the acceptance, transfer, and creation of deposits. The depository institutions are central banks, commercial banks, savings and loan associations, building societies, and mutual savings banks.

Safeguarding and transfer of funds

Vaults and safes are the means for safeguarding of funds. Money is physically stored there. These physical deposits are in most cases insured against theft, and against the bank being bankrupt and unable to repay the funds. In some banks customers can use safety deposit boxes for valuables. To save money in banks is profitable because bank customers receive interest given on savings accounts, a percentage return on the bank's investments with the money.

Transfer of funds can be handled through written instruments: contracts, cheques, or direct transfers performed electronically. Nowadays banks provide the customers with additional ways of gaining access to their funds and using them. These are credit cards and account debit cards, electronic cash tills, computer on-line banking, and other services.

Automated clearing houses perform similar services for business customers by handling regular payments, such as wages, for a company banking with the bank.

Longer-term schemes for providing regular income on savings are often offered through trust funds or other investment schemes.

Lending and loans

Loans to bank customers are drawn on the funds deposited with the bank and yield interest which provides the profits for the banking industry and the interest on savings accounts. These loans may take the form of mortgages or other policies. Banks may guarantee credit for customers who wish to obtain loans from other institutions. They also provide foreign exchange facilities for individual customers, as well as handling large international money transfers.

Text B. Banks

Banks are organizations that carry out the business of banking, taking deposits and then using those deposits to make loans. In essence, a bank aims to make a profit by paying depositors a lower rate of interest than the rate the bank charges borrowers. In accounting terms, deposits are considered liabilities (because they have to be repaid), and loans are considered assets.

Banks in most countries are supervised by a central bank, such as the Bank of England in the United Kingdom, the Bundesbank in Germany, the Federal Reserve System in the United States and Central Bank in Russia.

There are many different types of bank, and the banking structure varies from one country to another. Banks can fall into the following categories:

Retail banks are often referred to as commercial banks. In addition to conventional banking services, such as the provision of chequing accounts, they deal in foreign exchange, issue credit cards, provide investment and tax advice, and sell financial products such as insurance. In the United Kingdom the biggest retail banks (by assets) are Barclays Bank, National Westminster Bank/Midland Bank, Abbey National Bank.

Merchant or investment banks act as intermediaries between investors and private or public concerns seeking medium to long-term funds, often acting as underwriters for an issue of shares. Increasingly they have played a fundamental role in advising on mergers and acquisitions, and on management buy-outs. In the United Kingdom, some of the longest established and best-known merchant banks are still privately owned.

Building societies were set up in the United Kingdom to take deposits in order to provide long-term loans (mortgages) to homebuyers. They are owned by their members (those who have deposited money with or borrowed money from them).

Savings Banks were set up with the aim of attracting small savers. They resemble retail banks in the services they provide.

Credit unions are the equivalents of savings banks, and are run as a cooperative nonprofit-making organization. Credit unions are widespread in the United States. France's biggest bank, Credit Agricole, is essentially a federation of more than 3,000 credit unions.

Universal banks are those, such as Germany's Deutsche Bank, Dresdner Bank, and Commerzbank, which do everything that the above types of banks do.

2.2.2.6 Задание 3. Ответьте на вопросы по текстам А, В

1 What is banking?

2 What kinds of banks there exist?

3 What are the depository institutions?

4 What are the vaults and safes for?

5 Why is it profitable to save money in banks?

6 How can the transfer of funds be done?

7 How can the customers gain access to their funds and use them?

8 What are loans to bank customers drawn on?

9 Do banks give the interest on savings accounts?

10 What does banking business consist of?

11 What are the aims of banks?

12 What are the types of banks?

13 Describe the activities of different types of banks.

2.2.3 Тексты для студентов специальностей «Маркетинг», «Таможенное дело», «Товароведение и экспертиза товаров»

2.2.3.1 Задание 1. Прочитайте и запомните следующие слова и словосочетания:

marketing – маркетинг, создание рынков сбыта или спроса;

goods and services – товары и услуги;

store – магазин;

advertising – реклама, рекламная деятельность;

consumer – потребитель;

distribution – распределение;

storing; storage – складирование, хранение;

product planning – планирование ассортимента изделий;

pricing – ценообразование;

promotion – содействие в продаже к-л. товара;

traffic – перевозки;

marketing research – исследование маркетинга;

market research – исследование рынка;

expensive – дорогой;

customer – покупатель, заказчик, клиент;

to make available – предоставлять что-либо;

merchandise – товары;

profit – прибыль;

commodity – товар;

competition – конкуренция;

retailer – розничный торговец;

target – цель;

feature – особенность, свойство;

quality – качество;

level – уровень;

to adjust – регулировать;

package – упаковка;

brand name – название марки (изделия);

warranty – гарантия;

advertising media – средства распространения рекламы;

billboard – рекламный шит;

to charge a price – назначать цену;

discount – скидка;

variable – переменный фактор;

sales promotion – стимулирование сбыта;

mix – структура, состав;

marketing mix – комплекс маркетинга offering – предложение;

blend – смесь, совокупность;

approach – подход.

2.2.3.2 Задание 2. Прочитайте тексты А, В, С, переведите их письменно

Тext А. Marketing

Marketing is the process of creating a link between customers and products. Marketing affects almost every aspect of your daily life. All the goods and services you buy, the stores where you shop, and the radio and TV programs paid for by advertising are there because of marketing. You'll be a consumer dealing with marketing for the rest of your life. Marketing plays a big part in economic growth and development.

Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and on the other hand, a series of decisions you make during the process of moving goods from producer to user.

Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research helps the producer to predict what the people will want. And through advertising he attempts to influence the consumer to buy.

Marketing operations are very expensive. They take up more than half of the consumer's dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centers has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.

Text B. The Four “Ps”

1 There are many possible ways to satisfy the needs of target customers. A product can have many different features and quality levels. Service levels can be adjusted. The package can be of various sizes, colors, or materials. The brand name and warranty can be changed. Various advertising media – newspapers, magazines, radio, television, billboards – may be used. A company's own sales force or other sales specialists can be used. Different prices can be charged. Price discounts may be given and so on.

2 With so many possible variables, the question is: is there any way to help organize all these decisions and simplify the selection of marketing mixes? And the answer is: yes.

It is useful to reduce all the variables in the marketing mix to four basic ones:

Product. Promotion. Place. Price.

It helps to think of the four major parts of a marketing mix as the four «Ps».

3 Exhibit 1 emphasizes their relationship and their common focus on the customer – "С".

The customer is not part of the marketing mix. The customer should be the target of all marketing efforts. The customer is placed in the center of the diagram to show this. The C stands for some specific customers – the target market.

4 The Product area is concerned with developing the «right» product for the target market. This offering may involve a physical good, a service or a blend of both.

5Place is concerned with getting the «right» product to the target market's Place. A product isn't much good to a customer if it isn't available when and where it's wanted.

6 The third P – Promotion – is concerned with telling the target market about the «right» product. Promotion includes personal selling, mass selling and sales promotion.

7 In addition to developing the right Product, Place and Promotion marketing managers must also decide the right Price after estimating expected customer reaction to possible prices. All four «P's» are needed in a marketing mix. In fact, they should all be tied together. They all are equally important.

Text C. Marketing Strategy Planning

Marketing strategy planning means finding attractive opportunities and developing profitable marketing strategies.

A marketing strategy specifies a target market and a related marketing mix. It is a "big picture" of what a firm will do in some market. Two interrelated parts are needed:

1 A target market – a fairly homogeneous (similar) group of customers to whom a company wishes to appeal.

2A marketing mix – the controllable variables the company puts together to satisfy this target group.

The importance of target customers in this process can be seen in Exhibit 2 where the customer – the "c" – is at the center of the diagram. The customer is surrounded by the controllable variables that we call the "marketing mix". A typical marketing mix includes some product, offered at a price, with some promotion to tell potential customers about the product, and a way to reach the customer's place.

Note that a marketing strategy specifies some particular target customers. This approach is called «target marketing» to distinguish it from «mass marketing». Target marketing says that a marketing mix is tailored to fit some specific target customers. In contrast, mass marketing means trying to sell to «everyone».

2.2.3.3 Задание 3. Ответьте на вопросы по текстам А, В, С

1 What is marketing?

2 Does marketing play a big part in economic growth and development?

3 What operations does marketing include?

4 Are marketing operations expensive?

5 The marketing concept is a very important idea, isn’t it?

6 Which basic ideas are included in the definition of the marketing concept?

7 There are many ways to satisfy the needs of target customers, aren’t there?

8 What are the four basic variables in the marketing mix? 9 What is marketing strategy planning?

10 What two aspects are important for specifying a market strategy?

11 What control lable variables are necessary in the process of marketing strategy planning?

12 What is the difference between target marketing and mass marketing approaches?