Министерство образования и науки Российской Федерации

Федеральное государственное образовательное учреждение среднего профессионального образования

«Уфимский колледж статистики, информатики и вычислительной техники»

Учебно- методическое  пособие  по английскому языку  для  студентов  специальности: 080114

« Экономика , бух. учет  и контроль»  

( ТЕКСТЫ  И УПРАЖНЕНИЯ  ДЛЯ ДОМАШНЕГО  ЧТЕНИЯ).

Согласовано:  __________                                                          Составлено:_________

Председатель ПЦК                                                                 Преподаватель УКСИВТ

Каримова Р.Ф.                                                                            Розова И.Г.

«  »_______2011                                                                          «  »______2011

                                                                                                                                                                                                 Методист УКСИВТ

____________

Байсакова Р.Р.

«  »______2011

                                                              УФА 2012

Пояснительная  записка.

Данное  пособие  содержит  материал, с помощью  которого  ведется целенаправленная  работа по домашнему  чтению .  Данный  вид  деятельности  студентов   предполагает чтение  с пониманием  основного  содержания прочитанного( ознакомительное  чтение).

   Для  чтения  предлагаются   научно – популярные  тексты  с большим  содержанием  специальной  лексики.

   Работа  над текстами  заключается  в самостоятельном  прочтении  дома  с последующей  проверкой понимания  прочитанного  на  занятии.

Каждый  текст  снабжен  серией  проверочных  заданий. Именно  ознакомительный вид  чтения  мы  используем  при  чтении  научно- популярных  текстов.  Для  чтения  с пониманием основного  содержания необязательно  знание  всех  лексических  единиц и  грамматических  явлений. Здесь  важно  уловить  основную  мысль и  уметь  догадываться о  значении  незнакомых  слов  по контексту.

   Пособие  состоит  из 10 юнитов, содержащих  основной  текст  и  задания  по прочитанному: ответить  на  вопросы, написать эссе по  предложенной  теме, составить  диаграмму  и т.д.  

                                                           Unit1

Less is more.  …making business units smaller                                                                            And smaller we can efficiently globalize our economies.

What is Globalization?

1. Many critics of globalization say that it is a major cause of poverty, that it opens up developing countries to exploitation by big foreign corporations, and that it results in people in wealthy countries losing jobs when cheaper foreign imports put their companies out of business. They also criticize foreigners for «buying up» local companies and creating a homogenized world run by multinational corporations not accountable to any government.

             2. In spite of all the disadvantages mentioned and for all its faults, globalization helps economies grow – which means improving standards of living for all its faults, billions of people around the world. The United Human Development Index, an indicator of literacy, longevity, and standard of living in countries around the world, shows that during the last years of the twentieth economic growth. Those countries that embraced globalization, especially in the Third World, have enjoyed raters of growth that were, on average, 50% higher than those with closed borders.

           3. For many people in developing countries, economic growth is the ultimate antipoverty weapon. It means access to clean water, a safe house to live in, and a chance to educate their children to prepare for better future. Countries with expanding economies also enjoy greater political freedom, more social spending.

          4. The U.S. economic boom of the 1990s was motivated by globalization. Open borders allowed new ideals and technology to flow in freely from around the globe, driving an increase in productivity. Living standards went up when consumers and businesses were able to buy from countries producing better made products at better prices. In addition, export-oriented jobs generally pay more than those that are dependent on the local economy.

        5. Globalization does benefit some people more than others. On the one hand, access to technology and capital has created many new jobs for workers in developing countries. Countries and companies with high technology and capital to sell have also benefited enormously from globalization. For example, millions of information technology jobs have been created in Ireland and India – not just in the U.S. Silicon Valley.

        6. On the other hand, the high-salary workers in developed countries with little or no education, watched millions of jobs taken away by newly productive Third World workers. This means they need additional training and education to find new jobs.

Task 1

Read the selection “What is Globalization?” Make a list of live globalization’s advantages and five disadvantages. Fill in the chart. Then discuss the pros and cons of globalization. The first one has been done for you as an example.

Task 2

Comprehension check.

Compare the statements (A-G) below with the text «What Is Globalization?» Match the statements to the most closely related paragraphs from the text.

1.  Globalization benefits many people around the world by creating new jobs.
2.  Economic growth of developing countries is the antipoverty weapon.
3.  Globalization forces countries to open their economies to the world.
4.  Globalization improver standards of living for billions of people around the world.
5.  Globalization gives access to new ideas and technology.
6.  Globalization leads to exploitation of developing countries by big foreign corporations.
7. In developed countries employees have to get additional training and education to find new jobs.

Unit 2

The   United States  Economy  in  the 21  century.

     The United States entered the 21st century with an economy that was bigger, and by many measures more successful, than ever. It endured a global depression in the first half of the 20th century, surmounted challenges of sharp inflation, high unemployment, and enormous government budget deficits in the second half of the century. The nation finally enjoyed a period of economic calm in the 1990s: prices were stable, unemployment dropped to its lowest level in almost 30 years, the government posted a budget surplus, and the stock market experienced an unprecedented boom.

    The American economic system has been market by almost continuous change. Its dynamism often has been accompanied by some pain and dislocation – from the consolidation of agricultural sector to the massive restructuring of the manufacturing sector that saw the number of traditional factory jobs fall sharply in the 1970s and 1890s. As American see it however, the pain also brings substantial gains. Economist Joseph A. Schumpeter said capitalism reinvigorates itself through “creative destruction.” After restructuring, most companies become stronger and better equipped to endure the rigors of global competition. Jobs may be lost, but they can be replaced by new ones in industries with greater potential – high –technology industries: computers and biotechnology, or in rapidly expanding service industries such as health care and computer software.

        Because of the huge size of its economy, the United States necessarily will be a major actor in global matters, such as ozone depletion, deforestation, marine pollution, climate change, global warming, and will influence the global economy. Its affluence also complicated its role. The U.S. has achieved a high standard of a strong economy, which by no means must be a prerequisite to social progress.

Task1

Nowadays economists involved in world trade and globalization talk about the Americanization or Westernization of some national economies.

1. Work in pairs and categorize common features of these three processes.
2. Present your vision of one of them to your group mates. Can you see the trends of these processes in the Russian market?
3. Give examples from your city.

Americanization

Westernization

                     Globalization

Task 2

Agree or disagree with the quotations from the book by Gunter Bishop “The Americanization/Westernization of Austria.” (Transaction Publishers, New Brunswick, New Jersey, 2000.)

“Globalization is – U.S”

“The starting point to any debate on Americanization has to recognize the fact of the ascendancy of the United States to imperial status in the 20th century.”

“The term ‘Westernization’ signifies broad processes of economic, social, and cultural transformations across the Atlantic and throughout the world in the course of the 20th century.”

      UNIT  3

Unit 3

People who created the history of an American icon.

John Smith Pemberton was born in the tiny town of Knoxville, Georgia, in 1831. At the age of17 he attended the nearby Southern Botanico Medical College. There he discovered the wisdom of Samuel Thompson, New Hampshire herbal practitioner, whose teaching formed the basis for the college curriculum.

In two years he graduated from the college, and after a brief stint as a traditional doctor, he went to Philadelphia for another year of schooling as a pharmacist before beginning his real career as a druggist in Oglethorpe, Georgia.

   In 1855, Pemberton moved to the larger city of Columbus, where he built a thriving practice for the next 14 years with a number of different partners. While primarily a pharmacist, he also practiced some medicine, including eye surgery.

   In 1862 Pemberton participated in the Civil War as a lieutenant. He was shot by Yankees, and cut with a saber while defending the bridge into town. This brush with death left him with an impressive scar across his abdomen and chest.

   After the Civil War in 1869 J. Pemberton moved to Atlanta to make his fortune and began to experiment, creating his own items, all made from locally gathered herbs. In the late 1870s, Pemberton first read about a miraculous new substance – coca. Chewed by native Peruvians and Bolivians for over 2,000 years, coca leaves acted as a stimulant, an aid to digestion, an aphrodisiac, and a life-extender. Intrigued, Pemberton began reading everything available about the coca plant. By the early 1880s, doctors and pharmacists reported on the use of coca and its alkaloid, cocaine, as a possible cure for opium and morphine addiction. Pemberton was the first who pursued active experimentation with his new coca and kola “temperance” drink.

   Dr. John Smith Pemberton, a 55-year-old pharmacist, invented a famous Coca-Cola caramel-colored syrup on May 8, 1886 in Atlanta, Georgia. For a long time he dreamed to create the ultimate medicine and the perfect drink all rolled into one. His dream and experiments resulted in a soft drink with coca leaves and the kola nut as a basis.

On June 6, 1887 to assure his legal claim to a popular new drink, “brain and nerve tonic,” J. Pemberton applied for a Coca-Cola trademark patent. It was granted on June 28, 1887.

   Unfortunately in 1887 John Pemberton began to sell parts of the company off, as he was seriously ill and short of money. At this point the formula of Coca-Cola was officially owned only by J. Pemberton. On August 16, 1888, John Pemberton died of stomach cancer at the age of fifty-seven, leaving behind a legacy of hard work, sound scholarship, poor business sense, shattered dreams, drug addiction, lawsuits, and a few patent medicines. Still John Smith Pemberton was a gentleman, an obsessed scholar and a creative genius.

Asa Candler, an ambitious well-capitalized, industrious businessman contributed a lot to the development of the company. When Asa believed in something, he often reacted with extreme emotion. His eyes would shine, his body become tense, and his whole being pulse with exhilaration. None of his employees cared to cross him.

    Asa received little formal education, since the Civil Was prompted schools to be closed when he was ten. After the war he managed to complete two years of high school before quitting to apprentice as a pharmacy clerk. Candler undoubtedly received a proper Asa went to Cartersville, northwest of Atlanta, to apprentice in a drugstore. But after two years of working in the drug business and observing the doctors’ country practice, he changed his mind. “I think there is more money to be made, and I know it can be done with a great deal less trouble of soul and body,” he wrote in 1872.

    At the age of 21, he arrived in Atlanta, carrying only $1,75 in his pocket and got a job at Howard’s drugstore. Asa was a workaholic, never touched liquor, and was tightfisted with money. In 1881, Asa formed a partnership with his former boss, George Howard. He constantly continued to look for patent medicines. He was among those two were greatly interested in John Smith Pemberton’s business. Being Atlanta pharmacist, he acquired control of Coca drink business in December 1888 after J. Pemberton’s death.

He acquired the drink with Coca-Cola in return for debts owed him by J. Pemberton. Exactly two weeks after Pemberton died Candler bought the remaining business for $1,000. By May 1, 1889 he called himself the drink’s sole proprietor, and had legal rights to Cola-Cola. He became the owner of the five-year-old Coca-Cola business. Asa focused much time on the drink that would make him a successful man. Soon Coca-Cola was described as “one of the most popular drinks ever sold in Atlanta.” By the end of the year, Asa realized that if he could pay sufficient attention to Coca-Cola, it might well make his fortune. He finally decided to devote all his time to Coca-Cola. As a result sales for 1890 amounted to 8,855 gallons, over four times the previous year’s record. Candler spent much on advertising the product through Georgia. The Coca-Cola Spenserian script, usually accompanied by the words “Drink Coca-Cola,” could be seen all over Georgia. Candler figured he just had to get people to try Coca-Cola and they’d buy it. Asa Candler incorporated The Coca-Cola Company, registered the “Coca-Cola” trademark with the U.S. Patent Office and paid his first dividends on company stock in 1893 – twenty bucks. He opened branch offices and syrup factories in Dallas (1894), Chicago (1895), Los Angeles (1895), Philadelphia (1897), and New York (1899). History has proved him right, it helped that he branched out beyond soda fountains.

    He personally oversaw the mixing of every drop of syrup. The secret formula was dubbed “7X,” and was only shared with a handful of his most trusted associates. In three years, thanks to inventive advertising and promotions Coca-Cola had made its way into every state in the U.S. By the turn of the century Candler became one of the wealthiest removed cocaine from the drink in 1901. By 1913 the use of cocaine in “Coca-Cola” became controversial and Coca-Cola put “spent coca leaves” in instead of cocaine. By 1914, Asa Candler made $50 million from The Coca-Cola Company. He died in 1929 at the age of seventy-seven. His family sold The Coca-Cola Company to a group of businessmen for $25 million.

Frank Robinson, the unsung hero of Coca-Cola, was a small unassuming man, very short, with a bushy mustache. Before he came to Atlanta he served in the Maine Volunteers, and was elected county auditor of Osceola County, Iowa, in 1872. At that time the patent medicine industry was booming in Atlanta.

    Frank Robinson came to Atlanta together with his friend, David Doe. Robinson and Doewere two Yankees, trying to peddle a machine they called a “chromatic printing device,” capable of producing two colors at one impression.

    Frank Robinson met Dr. John Pemberton in December 1885. At that time old Dr. Pemberton was looking for new partners and ideas. After a long talk the four men: Dr. Pemberton, Ed Holland, Frank Robinson and David Doe agreed on a deal and a new corporation name, The Pemberton Chemical Company. Holland was the only one who had money to invest. J. Pemberton contributed his latent and laboratory, Frank Robinson and David Doe put in their printing machine.

 In 1886 the manufacturing was turned over to    Frank Robinson. Busy brewing the stuff, Robinson devoted much of his time and effort to one drink. He made it, promoted it as best he could on a limited budget, and sold it. He marketed Coca-Cola as a dual-purpose product. It was a stimulating medicine to cure headaches and depression, but it was also a new soda fountain drink with a unique taste.

It was Frank Robinson, Pemberton’s bookkeeper, who suggested the name “Coca-Cola” mainly because both words Coca and Cola named two of the ingredients. Also the two “C’s” would look well in advertising. He panned the name Coca-Cola in the Spenserian flowing script logo that is famous today.

    After Dr. Pemberton’s death Frank became Asa Candler’s “agent,” F. Robinson started to market the drink full-time and he never demanded attention of fame. Robinson and Candler made a complementary team as Frank was the opposite side of side of Asa. Frank always remained calm, deliberate, and unflappable in the face of the worst controversy.

    Frank Robinson’s behind-the-scenes creation of Coca-Cola advertising over the next twenty years catapulted the drink to fame. He manufactured the beverage, masterminded the advertising and promotion, and gave Coca-Cola worldwide reputation. It was only Robinson, whom Candler allowed to mix the precious 7X formula, a new formula of Coke. He sampled each batch of syrup before it left the factory. Robinson had a particularly keen nose and palate and could detect even a trace of an off-flavor.

    He placed the first Coca-Cola ad in a national periodical in 1904, spending $4,000 for the year. The next year, he boosted the budget for magazines to over $56,000, hiring Atlanta’s Advertising Agency to create the national spreads. Almost all ads featured long, curved arrows pointing toward a glass of Coca-Cola – clearly, awkward effort to induce an automatic psychological response. “Whenever you see an arrow, think of Coca-Cola.”

     In the beginning of the 20th century new people appeared in The Coca-Cola Company. They considered that Robinson represented the old-fashioned approach to advertising. One of Robinson’s pet projects was criticized and attacked. Frank Robinson continued to plug away in his methodical, dedicated fashion until his retirement in 1913. His retirement was taken for granted.

Task 1

Read the statements about Coca-Cola’s three founders.

Use the information from the three selections you’ve just read to identify which person is being referred to in the statements below. Then check your answers with your group maters.

1. He devised the syrup for the medicine and perfect drink, which was marketed as “brain & nerve tonic.”
2. He strongly believed in the medical effect of the miraculous coca leaves.
3. He invested all his money, time and effort to Coca-Cola business and that made him a successful man.
4. He removed cocaine from a drink.
5. He was a real gentleman, a talented scholar and creative genius.
6. He mixed the 7X formula, a new formula of Coke.
7. He opened branch offices and factories in every state of the U.S.
8. He was a talented student at medical college and studied herbal medicine.
9. He was a bookkeeper in The Coca-Cola Company.
10. He registered the Coca-Cola trademark with the U.S. Patent Office.
11. He suggested the name Coca-Cola.
12. He was a pharmacist in the capital of Georgia who practiced eye surgery.
13. He didn’t have good formal education, but a Christian home education.
14. He was the first full-time advertiser and marketer of Coca-Cola.
15. He panned the Coca-Cola in Spenserian flowing script logo.

Task 2

1. Firstly form  the  groups of three. Each group member will read about one of the famous people (John Pemberton, Asa Candler and Frank Robinson) who contributed at different times to the development of Coca-Cola.
2. Secondly, while reading fill in the table with information about the man you’re reading about to create his profile.
3. Thirdly, give a brief overview of the man’s biography to your group mates.
4. While listening, two other group members outline the key points, then they also complete the table in order to compare details about the exact person.

Unit  4.

Read and translate the  text 1.

Roberto Crispulo Goizueta, the son of a sugar refinery owner was born on November 18, 1931, in Havana. He graduated from Yate University in 1953 with a bachelor’s degree in chemical engineering. In 1954 he responded to a blind ad in a local newspaper for a chemical engineer. The firm turned out to be The Coca-Cola Company.

    R. Goizueta quickly rose through the ranks of Coca-Cola after moving to Atlanta to work in the technical research and development department. In 1966, he was made a company vice president – until that time the youngest ever elected to the position. He became a senior vice president in 1974, a vice chairman in 1979 and in May 1980 was elected president, chief operating officer and a member of the board of directors. The next year, he was elected chairman of the board and chief executive officer.

   R. Goizueta turned around the company by emphasizing global sales and making moves never seen by the company before.

   His motto was: return on investment and stock price. He created more wealth for shareholders than any other CEO in history, largely due to his global marketing skills. Total return on Coke stock was more than 7,100 percent during his tenure, according to analysts. A $1,000 investment in Coca-Cola, when   R. Goizueta took the top job, would be worth about $71,000, pointed out that Americans accounted for less than 5 percent of the world’s population. The other 95 percent remained a largely untapped market. Roberto decided to pursue the same hard-driving strategies in countries around the world as he had already in the U.S.

    The Coke CEO had a glorious scenario. “Someday we will see the wave catching on in market after market, until, eventually, the number one beverage on earth will not be tea or coffee or wine or beer. It will be soft drinks – our soft drinks.”

Roberto Goizueta embodied a style of leadership that grew out of a blend of deep culture and great discipline. It was though Goizueta’s leadership that the company’s market value increased greatly, from $4 billion in 1981 to nearly $150 billion in 1995. And today one out of every two soft drinks consumed around the world is a Coca-Cola product.

    His unique gift as an executive was his ability to change his own formula, to quickly understand his mistakes, adapt, and ultimately triumph.   R. Goizueta died at the age of 65 at Emory Hospital, U.S.

Read and translate the  text 2.

    Douglas Ivester was a quiet, almost introverted accountant in The Coca-Cola Company. He constantly provided essential support to Roberto Goizueta. In his turn Roberto respected and trusted D. Ivester. As they were a good team, they namaged to change the company’s operation and capital structure to maximize shareholder value. They turned Coca-Cola around and made it into a powerhouse. After the death of Roberto Goizueta, Ivester replaced him and was elected CEO.

Ivester’s quiet manner hid a fierce competitive spirit, a driving ambition. Douglas, or Doug, was extremely careful, hard-working and always followed a fixed plan. To achieve phenomenal success Ivester worked out his plans to perfection. He worked systematically to obtain the breadth needed to be a modern chief executive. He encouraged his executives and thrived on finding solutions.                    

  The company sponsored the Coca-Cola Foodservice Research

  The company pushed vending machines into nontraditional outlets such as casinos, churches, nail salons, and post offices. The ruthless push to sell Coke absolutely everywhere made Mr. Ivester a star as Coca-Cola, and the obsession spread throughout the Coke universe.

He proposed establishing a client firm, Coca-Cola Enterprises, which would consolidate the bottling firms while assuming the debt.

Under D. Ivester’s supervision, business planning was no longer an annual ritual but a continual discussion. For him technology was crucial. A huge volume of information didn’t frighten Ivester, he insisted that they were necessary for “real-time” decision-making.

It was D. Ivester who perfected the plan which rescued Coca-Cola after the New Coke debacle and sent its stock value into orbit. In 1997, the value had risen to $145 billion.

  With Ivester Coke introduced new packaging for most of its products to complement the return of the contour bottle. The Company initiated sampling campaigns in markets worldwide, giving away drinks to get consumers hooked. It also took advantage of its high-profile sponsorships of sporting events as never before

Task1

Write an essay. Choose any of the topics given below.

1.  What do you think the main objectives of a leader are?
2.  What sort of problems do you think a leader has to deal with?
3.  What do you think the management style of a global company should be to impact positively on a local market?
4.  What do you think makes a good leader?
5.  Why do you think it’s important for a modern leader to have a competitive spirit and driving ambition?

Unit 5.

Read  and  translate  the  text.

McDonald’s is the leading global food service retailer with more than 30,000 local restaurants serving nearly 50 million people in more than 119 countries each day. Without any exaggeration, it’s considered to be one of the world’s most well-known and valuable brands holding a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country.

    They serve the world some of its favorite foods – world famous French Fries, Big Mac, Quarter Pounder, Chicken McNuggets and McMuffin.

    The company is a franchising company and relies on its franchisees, their owners/operators, to play a major pole in the System’s success. McDonald’s remains committed to franchising as a predominant way of doing business. The business continues to be recognized as a premier franchising company around the world.

Fact file

    In the 1940s brothers Dick and Mac McDonald developed a new concert based on three main principles: quick service, low prices and big production volumes.

    A limited menu, assembly-line procedures and hamburger price reduced to 15 cents brought brothers good money - $200,000.

Fact file

By the midst of 1950s McDonald’s food plant producing hamburgers brought in annual revenues of $350,000.

Neil Fox, owner of a drive-in restaurant in Phoenix, Arizona, was the first     franchisee.

    Red and white building with a slanted roof and golden, neon arch became a symbol of McDonald’s industry.

Task 1. 

      Read the text about a great salesman, who devoted much of his energy and life to the McDonald’s company. Think how he influenced McDonald’s mission.

1.What do you think the words "This will go anyplace. Anyplace!" mean?

2.  What is McDonald's famous formula?

3.  Why do you think Ray Kroc added a new principal to McDonald's standards?

He believed in the future of this business. In the middle of 1940s when he saw a rapidly moving line of customers buying bags of burgers and fries, he said, "This will go anyplace. Anyplace!"

He added his own deman ding standards for cleanliness to the company's formula

His primary interest was to do everything possible to assure that franchise owners built their sales.

     He introduced new Mc Donald's operating principles.

He opened Hamburger University, a training fa cility for new franchisees and store managers, a worldwide institution utilizing sophisticated training techniques and high level management courses.

He decided that company would purchase or lease much of the real estate the restaurants were located on.

He formed a new franchising company under the name of McDonald's System, Inc.

He retained McDonald's formula of a limited menu, quality food, an assembly-line production system and fast, friendly service.

He became an exclusive franchising agent for the entire country.

He limited the franchise fee to $950 per restaurant and charged a service fee of only 1.9 per cent of restaurant sales.

       Task 1.    Make a graph to

Task 2. 

     Demonstrate the growth of McDonald’s annual sales from 1956 up to 1999. Discuss the data. What is the tendency? What is the reason for such growth? What do you think made the company so successful?

At the end of 1956,McDonald’s 14 restaurants reported sales of $1.2 million and had served some 50 million hamburgers.

    In just four years, there were 228 restaurants reporting $37.6 million in sales, and the company had sold its 400-million hamburger.

    By 1970,McDonald’s reported $587 million in sales from almost 1,600 restaurants in all states of the U.S. and four other countries.

   McDonald’s broke the billion dollar sales mark in 1972, and the stock split for the fifth time, making 100 shares of the original 1965 stock equal to 1,836 shares.

    In 1975, the first drive-thru operation was established in Sierra Vista, Arizona – an innovation that today accounts for about half of all McDonald’s restaurant sales in the U.S. and Canada. The company enjoyed sales of $2.5 billion that year, with 3,076 restaurants in 20 countries of the world.

 The following year, hamburger number 20 billion was sold.

    In 1977, more than 1,000 restaurants exceeded $1 million in sales, and 11 topped $2 million.

    By 1990, the sales had grown to $18, 7 billion, passing the milestone of 80 billion hamburgers sold.

    In 1995 7,030 restaurants in 89 countries produced sales of $14 billion.

    In 1999 “Better Investing” magazine ranked McDonald’s as the most popular and widely held common stock by individuals and investment clubs.

Unit 6.

   See the information about McDonald’s mission and programs and find the answers to the questions.

1. What is McDonald’s trying to achieve?
2. What programs does the company offer to people?
3. Why do you think the company organizes charity programs for people?

McDonald’s Mission & charity programs

An extension of the Ronald McDonald House program, Ronald McDonald Family Room, provides a haven within the hospital for families of children undergoing treatment.

A strong mind. A strong body. And a safe, supportive place to grow. These are things that every child needs — and deserves to have. Helping to provide these things McDonald's does. By creating, finding and supporting programs that directly improve the h well-being of children, Ronald McDonald House Charities (RMHC) is working the lives of children and their families around the world.

The Ronald McDonald Care designed and built specifically for the de livery of pediatric health care that’s tailored to each community's needs.

The staff consists of a pediatrician a pediatric nurse, a dentist, a dental hygienist and program manager.

Since 1974, families around the world have been calling Ronald McDonald House a "home-away-from-home." Ronald McDonald Care Mobile programs are on the road since 2000, they have provided cost-effective medical, dental and educational services to under- served children in their own communities.

RMHC and its global network of local Chapters have awarded more than $40 dollars in grants worldwide towards their mission to make an immediate am impact on as many children as possible. And with support from a global network than 180 independent local Chapters in 47 countries — as well as hundreds of t of passionate and caring people — this program had plenty of success.

RMHC is proud to offer scholarships to students from disadvantaged communities who face limited access to educational and career opportunities.

In an effort to provide access to health care for underserved children, Ro Donald House Charities has created the Ronald McDonald Care Mobile program. The program provides immunizations and health screenings, oral health services, diagnosis and treatment of chronic disease and health education to children who would otherwise go without health care.

Task 1.

   Restate the key points of the article in a form of a summary for ЗО-second new broadcast, called "newsbreaks."

McDonald's Corporation developed several pro grams to support their potential clients. With 30,000 restaurants in more than 100 countries, McDonald's is positioned to reach millions of children who help. Among the steps are:

1. aid for more than 20 orphanages throughout East ern Europe;
2. assistance for some 70 children's hospitals worldwide;
3. distribution of 1,300 hearing aids to children in Mexico;
4. distribution of 150,000 dictionaries to children in rural China;
5. contributions to approximately 200 children’s health organizations;
6. support for new Ronald McDonald Houses around the world.

    Other plans include activities for kids in Hong Kong, Mexico and Chile, activities benefiting orphans in Eastern Europe, celebrity visits to children’s hospitals in Croatia and a special concert China.

    All these campaigns clearly illustrate McDonald’s position as a leader in worldwide charitable enterprises.

Task 2.

    Write an evaluative summary, also called a critique, expressing your opinion of McDonald’s activity.

    Learning Strategies.

Manage your learning: thinking about what you are going to learn before doing it helps you to focus on it better. Using your past knowledge improves your comprehension of new material.

Forming concepts: using charts and diagrams helps to organize ideas.

    Use the chart with goals as a kind of self-assessment tool. Evaluate your progress.

1. Have you achieved your goals?
2. Which skills have you acquired?
3. Are you satisfied with your progress?
4. Did you become interested in something new and change your goals? Use the following symbols:

S = satisfied with the progress; D = still developing

Unit7.

 Read and translate the text.

         Mr. Beckman has been developing elaborate print and promotional campaigns, which marketers hope will draw the attention of potential customers. Among the participating advertisers is the Chevrolet unit of General Motors.

The sign of the stepped-up efforts to appeal to car and truck buyers is the willingness of brands that once held themselves above the competitive fray to start naming names. For example, in  a 60-second commercial scheduled to start running soon, the Cadillac division of General  Motors will show its 2005 STS sedan challenging models from the BMW 5-Series and the Mercedes-Benz E-Class by crashing a car party in an elegant European ballroom. Depicting rival makes, a highly unusual step for Cadillac advertising, "sends a strong message,” said Jay Spenchian, marketing director for the Cadillac division in Detroit.

The commercial, created by the Cadillac agency Chemistry in Troy, Michigan, is part of an extensive campaign for the STS that includes heavy marketing in Chicago, Los Angeles, New York and other cities.

 Many non-traditional elements of the campaign include running STS commercials on тоnitors  in office tower elevators, through the Captivate Network division of the Gannett Company, then offering workers and passers-by test drives in front of the buildings. Automakers are raising the stakes, several brands – including Buick – are changing campaign themes for the coming model year. To gain more attention, they are willing to risk losing any familiarity they have created with previous slogans.

GM tries to differentiate its brands from others in the world market. Read the following quotations from mass media and comment on them.

"The name General Motors speaks to people. But research tells us that many of our most outstanding segment-leading vehicles are not associated by the customer to be part of the GM portfolio.”

"It's not enough to have a better prod uct or service. It's not enough to have a better price. To be successful today you need to create a better brand. And what is a brand? A brand is a perception in the consumer's mind."

“GM has far too many divisions to support right now with their current resources.”

"This may be oh-so-surprising, but most of GM's marketing and advertising budget in North America is spent on promoting its eight brands and therefore people don't associate the brands with GM!’

"General Motors was born as a conglomeration of independent car companies, beginning, all of GM's acquisitions maintained their own distinct mechanical, and marketing identity. Despite the imposition of centralized control in many strategic areas each sub-brand remained true to its niche. Exactly when, how and why the structure fell apart, or became one big amorphous mass of poorly-made product, is important as the fact that it has.

Task1.

    Fill the diagram.        

Senior management, Public Relations, Production, Board of Directors, Finance, Information Technology, Managing Director, Research and Development, Middle management, Human Resources, Marketing.

Task 2.

     Vocabulary in context. Work alone and complete the description of the graph using an appropriate adjective, adverb or verb from the table given above.

1. In 1995, General Motors’ market share … from 34.0 percent to 33.9 percent.
2. From 1997 to 2000 General Motors’ market share fell … .
3. In 1998 GM saw a sharp … in market share, and then it … from 1998 to 1999.
4. For five years General Motors’ market share was decreasing … .
5. From 1996 to 1997 the market share practically … .

Unit 8.

 Read and translate the text.

              THE GM MEDIA COMPANIES.

   GM The Works is a full-service media and event planning partner dedicated to serving a single client: General Motors. Its focus is on leveraging GM’s outstanding brand strength; planning special events, promotions, and sponsorships; and arranging media representation with the highest impact for the lowest cost.

    GM The Works was created in 2003bthrough the merger of key GM partners GM Mediaworks and GM R*Works. GM Mediaworks began operations in 1994 to serve as a single purchasing point for all GM media opportunities, ensuring maximum value and impact. GM Mediaworks increased the effectiveness of advertising through centralized negotiating and buying for all GM brands, U.S. regions, media types, and media brands/sources.

    By representing GM as a whole, as its various brands, GM Mediaworks can achieve significant volume cost savings, develop strong media partnerships and react rapidly to trends that influence public opinion and advertising strategies. GM Mediaworks is successful when the right audiences receive the right messages about GM and its brands, and when those messages ultimately drive sales and long-term brand loyalty. GM R*Works was founded in 1999 to bring the planning of regional and local GM events, promotions and sponsorships under the control of a single organization.

    Today, GM The Works combines these core functions with even greater purchasing and planning power to provide GM with outstanding advertising and promotional impact. With over 350 employees and offices in six major U.S. cities, GM The Works is able to oversee local and regional activity as well as national opportunities to help GM reach target audiences at all levels.

Task1.

   Examine the ad slogans of the company till the present. Tick the slogan in “+” column if it appeals to you and in “-“ if it doesn’t. Explain your choice as a consumer.

OLDSMOBILE AD SLOGANS  

Unit 9.

Read and translate the text.

                         MICROSOFT’S VISION FOR EDUCATION.

    The company envisions the world itself as an enriched learning environment, where learners in the classroom, on the job, and at home easily connect with each other and with relevant information. At Microsoft, this vision is called the Connected Learning Community.

    To bring about this vision, Microsoft helps create learning opportunities for today’s students and tomorrow’s knowledge workers by:

1. Partnering with other innovators in education and technology;
2. nurturing         communities that connect education with each other and with resources for using technology to enhance their teaching;
3. funding research and programs that provide access to technology and training to prepare students for tomorrow’s careers;
4. developing powerful technology to help educators individualize learning plans, to encourage students to collaborate, and to meet institutions’ needs to track and analyze information more effectively.

The company’s intensive support of education initiatives worldwide and its executive team’s depth of experience demonstrate Microsoft’s commitment toeducation. Microsoft’s involvement in the learning gives it a real-world grounding in issues facing educators, administrators, policy makers, students, and their parents today. People at Microsoft are eager to work together to make the Connected Learning Community come alive.

EDUCATION PROGRAMS

In Primary and Secondary Schools

In Higher education

Unit 10.

      Scan the following article to see how Microsoft changes our world. Answer the questions to cover the key points of the text.

1. Why did Graduate Management Admission Council Commercial Mortgage develop a comprehensive risk-management solution using Microsoft technologies?
2. What was the solution to the problem of managing operational risk?
3. How was Risk Management Compass built?
4. What Microsoft products and technologies are used in Risk Management Compass?
5. How is Risk Management Compass brought to market?

GMAC COMMERCIAL MORTGAGE REDUCES SARBANES-OXLEY COMPLINCE COSTS BY UP TO 50 PERCENT, GAINS COMPETITIVE EDGE WITH MICROSOFT TECHOLOGIES.

Microsoft technologies provide tools for flexible, cost effective solution; company gains ability to manage full or operational risk.

Microsoft Corp. todayannounced that GMAC Commercial Mortgage (GMACCM) has developed a comprehensive risk-management solution using Microsoft technologies. Facing the need to track more than 1,000 business controls and manage thousands of documents for compliance with the Sarbanes-Oxley Act (SOX), GMACCM knew it would need more than spreadsheets and file shares. The complexity of its compliance requirements, including SOX, Baseland other global banking requirements, required that the company develop a solution that would provide a more sustainable, long-term approach to risk management.

    The solution, Risk Managements Compass (RMC), gives the company a comprehensive and robust tool for mapping, assessing, managing and reporting on risk categories. RMC’s rich functionality has helped the company reduce the cost of SOX compliance by up to 50 percent. RMC has enabled GMACCM to enjoy improved visibility into its risk and controls environment.

Initially developed in four months by GMAGGM Technology Europe ltd. (GTEL), RMC was built using the Microsoft Visual Studio. NET 2003 development system and runs on the Microsoft. NET Framework.

    Microsoft products and technologies used in building RMC include Microsoft Windows Server 2003– the operating system foundation of Windows Server System integrated server software – and Microsoft SQL Server 2000, which also is part of Windows Server System. Desktop software used with RMC includes the Microsoft Windows XP Professional operating system, Microsoft Office Professional Edition 202003.

2003 and Microsoft Office Visio Professional 2003 drawing and diagramming software for documenting processes.Other clients of GMACCM are experiencing real business value through RMC as their chosen solution for enterprise risk management. GTEL now brings this solution to market through its expanding network of direct and indirect sales channels in the U.S., Europe and Asia.

About GMAC Commercial Mortgage

About GMAC Commercial Mortgage

CMAC Commercial Holding Corp. is a premier financial services firm with extensive funding sources that, coupled with a broad menu of innovative financing programs, serve the needs of borrowers of commercial real estate debt as well as the providers of such capital. Through its affiliates and subsidiaries, GMACCH is an industry leader in loan origination, servicing, asset management, investment management and technology services.

CMAC Commercial Holding Corp. is a premier financial services firm with extensive funding sources that, coupled with a broad menu of innovative financing programs, serve the needs of borrowers of commercial real estate debt as well as the providers of such capital. Through its affiliates and subsidiaries, GMACCH is an industry leader in loan origination, servicing, asset management, investment management and technology services.GATES FOUNDATION DONATES FOR A GOOD CAUSE.

    The Bill and Melinda Gates Foundation, a major contributor to the “Grand Challenges in Global Health Initiative,” has announced 43 grants for research projects, totaling $436 million. The grand Challenges is significant effort to achieve scientific breakthroughs against diseases ravaging millions of people every year in poor countries. The grants will go to fund innovative research projects involving scientists in 33 countries. The objective of the initiative is to create “deliverable technologies” – that is, health tools which are not only effective, but also cheap to produce, easy to distribute, and simple to use in poor nations.

Task1.

     Jigsaw reading. Form groups of four. Each person will read facts concerning “Grand Challenges in Global Health Initiative”. Decide which selection (A-D) each group member will read. While reading summarize the main ideas. Share your information with group members, then make the quiz.

1. The Grand Challenges initiative is backed by a $450 million support from the Bill & Melina Gates Foundation. The Grand Challenges initiative is managed by global health experts at the Foundation for the National Institutes of Health (FNIH). The Gates Foundation, the Welcome Trust, and CIHR.

    The initiative was started by the Bill and Melina Gates Foundation in 2003, in association with the National Institutes of Health, with a $200 million grant to the FNIH to help apply innovation in science and technology to the greatest health problems in the third world. Though billions of dollars are spent every year for medical research, very little of it goes to help the sick and vulnerable in poor countries. According to Bill Gates, co-founder of the Bill & Melinda Gates Foundation, “It’s shocking how little research is directed toward the diseases of the world’s poorest countries. By harnessing the world’s capacity for scientific innovation, I believe we can transform health in the developing world and save millions of lives”

2. “Science has revolutionized health in wealthy countries, while developing countries have been left to fight disease with only a handful of tools that are either grossly inadequate or far too expensive for widespread use,” said Dr. Nirmal Kumar Ganguly, a member of the Grand Challenges scientific board and director of the Indian Council for Medical Research.

Nobel laureate Dr. Harold Varmus, chair of the international scientific board that guides the Grand Challenges initiative said: “We were overwhelmed by the scientific community’s response to the Grand Challenges. Clearly, there’s tremendous untapped potential among the world’s scientists to address diseases of the developing world.”

3. The 43 Grand Challenges projects will support cutting-edge research managed by teams of scientists working in partnership across disciplines, with researchers from the developing world and private industry as integral partners in many projects.

“The Grand Challenges initiative has brought together such a broad range of researchers, including leading scientists from disciplines that have never before focused on global health,” said Dr. Alan Bernstein, president of the Canadian Institutes of Health Research, which contributed $4.5 million to the initiative, and a member of the Grand Challenges scientific board

4. “The Grand Challenges projects are very ambitious, and the researchers are taking important risks that others have shied away from,” said Dr. Elias Zerhouni, director of the National Institutes of Health and a member of the Grand Challenges scientific board. “Many of these research projects will succeed, leading to breakthroughs with the potential to transform health in the world’s poorest countries.”

The project teams have developed global access plans to help ensure their discoveries can lead to new vaccines, staple crops, medical procedures, and other tools that are practical for use in developing countries and accessible for those who need them most.

Task2.

Quiz: who said these words?

1. “Many of these research projects will succeed, leading to breakthroughs with the potential to transform health in the world’s poorest countries.”
2. “The Grand Challenges initiative has brought together such a broad range of researchers, including, leading scientists from disciplines that have never before focused on global health.”
3. “Clearly, there’s tremendous untapped potential among the world’s scientists to address diseases of the developing world.”
4. “Science has revolutionized health in wealthy countries, while developing countries have been left to fight disease with only a handful of tools.”
5. “By harnessing the world’s capacity for scientific innovation, I believe we can transform health in the developing world and save millions of lives.
6. “The Grand Challenges projects are very ambitious, and the researchers are taking important risks that other have shied away from.”