I. Language Practice

William Gates

Gates, William Henry, III (1955-), American business executive, chairman and chief executive officer of the Microsoft Corporation, born in Seattle, Washington. Gates cofounded Microsoft in 1975 with Paul Allen, his high school friend and partner in computer language development from 1967. Fascinated by computers by the age of 12, Gates had been involved with various programming projects throughout high school. While attending Harvard in 1975, Gates teamed with Allen to develop a version of the BASIC computer programming language for the MITS Altair, the first personal computer. This work on BASIC for the Altair led Gates to drop out of Harvard in 1977 to pursue full-time his vision of «a computer on every desk and in every home,» the idea behind the Microsoft Corporation. In the early 1980’s, Gates led Microsoft’s evolution from a developer of computer programming languages to a diversified computer software company producing computer operating systems and applications software as well as programming tools. This transition began with the introduction of MS-DOS, the operating system for the new IBM Personal Computer in 1981. Gates took a personal role in convincing other computer companies to standardize on MS-DOS, fueling computer industry growth in the 1980’s through software compatibility. Gates also pushed Microsoft toward the introduction of application software such as the Microsoft Word word processing software for the IBM-PC. A key strategic move by Gates was to agree to develop application software for the Apple Macintosh prior to the release of the first Mac in 1984. This led to a strong position for Microsoft in applications that take advantage of the graphical user interface (GUI).

Much of Gates’ success rests on his ability to translate technical visions into market strategy, and to blend creativity with technical acumen. His willingness to bet on new technologies such as Microsoft Windows, Windows NT, and workgroup applications has paid off in keeping Microsoft at the forefront of computer hardware and software evolution.

Unit 6

Grammar: 1. Perfect Tenses.

2. Подчинительные союзы и союзные слова.

3. Побудительные предложения.

1. Practise the fluent reading and correct intonation:

Exö cuse me, (please). ö Pardon me. `Sorry to... (in`trude, inter`rupt, inter`fere). `Look (ö here!) I say... (Say). `Just a ö minute! ö Hi! ö Hey! ø Yes? ø Well? `What ö is it? `What can I ö do for you? `What do you ö want? ø What? ö Sorry! `No `need to be ö sorry. `Sorry to ö trouble (`bother) you! It’s no ö trouble at ö all. Ex`cuse my ö troubling you. `No `trouble at ö `all. I `beg your ö pardon! `No `pardon ö needed! I `beg ö `yours. I `beg your `pardon for `being ö late. `Better ø late than ö `never. I must aöpologize. You ö needn’t. Why ö should you? It’s `nothing to ö speak of. It’s `unforögivable! It’s `unö`pardonable!

2. Listen to the speaker; read and memorize the following words and phrases:

1. to distribute - распределять, размещать

2. to market - продавать, сбывать

3. equipment - оборудование, оснащение

4. to shop - делать покупку в магазине

5. leisure - досуг, свободное время

6. a retailer - розничный торговец

7. overhead(s) - накладные расходы

8. a wholesaler - оптовик, оптовый торговец

9. quantity - количество

10. to bypass - обойти

11. trend - тенденция

12. to call for - предусматривать

13. preselling - реклама до поступления в продажу

14. department store - универсальный магазин

15. discount stores (houses) - магазины учененных товаров

16. chain stores [t•ein] - (амер.) сеть розничных магазинов цепного подчинения

17. ownership - владение, право собственности

18. vending machines - торговые автоматы

Text. Distributing the Product

Some products are marketed most effectively by direct sale from manufacturer to consumer. Among these are durable equipment-for example, computers, office equipment, industrial machinery and consumer specialties such as vacuum cleaners. The direct marketing of products such as cosmetics and household needs is very important.

Direct marketing by mail has been expanded to virtually all types of products and services. Working people find it easy to shop in their leisure hours by catalog because catalogs generally contain extensive product information. For retailers, the use of catalogs makes it possible to do business considerably beyond their usual trading area and with a minimum of overhead. Also important are credit cards, which have made it relatively easy to purchase by mail or telephone even such high-priced items as appliances, electronic equipment, and cameras. At least half the nation’s 50 leading corporations have mail-order divisions.

Television is a potent tool in direct marketing because it facilitates the demonstration of products in use. Also carving its own niche is telephone marketing, called telemarketing, a technique used in selling to businesses as well as to consumers. Most consumer products, however, move from the manufacturer through agents to wholesalers and then to retailers, ultimately reaching the consumer.

Wholesalers distribute goods in large quantities, usually to retailers, for resale. Some retail businesses have grown so large, however, that they have found it more profitable to bypass the wholesaler and deal directly with the manufacturers or their agents. Wholesalers first responded to this trend by adapting their operations so that they moved faster and called for a lower margin of profit.

Retailing has undergone even more change. Intensive preselling by manufacturers and the development of minimum-service operations, for example, self-service in department stores, have drastically changed the retailer’s way of doing business. Supermarkets and discount stores have become commonplace not only for groceries but for products as diversified as medicines and gardening equipment. More recently, warehouse retailing has become a major means of retailing higher-priced consumer goods such as furniture, appliances, and electronic equipment. Chain stores-groups of stores with one ownership-and cooperative groups have also proliferated. Special types of retailing, for example, vending machines and convenience stores, have also developed to fill multiple needs.

II. Exercises on the Text:

3. Give Russian equivalents to:

direct sale from manufacturer to consumer; durable equipment; consumer specialties; household needs; direct marketing by mail; usual trading area; high-priced items; mail-order divisions; also carving its own niche; for resale; to call for a lower margin of profit; to undergo even more change; self-service;have drastically changed; warehouse retailing; higher-priced consumer goods; to fill multiple needs.

4. Compose the questions, using the following words:

1. products, are, what, by direct sale, marketed?

2. it, who, easy, to shop by catalog, finds’?

3. have, what, relatively, it, easy, by mail or telephone, made, to purchase?

4. leading corporations, have, how many, mail-order-divisions?

5. television, why, is, direct marketing, a potent tool, in?

6. is, telemarketing, what?

7. grown, why, so large, some retail business, have?

8. wholesalers, how, to this trend, did, first, respond?

9. undergone, even more change, has, retailing?

10. become, more recently, has, a major means of retailing higher-priced consumer goods, what?

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