Запомните значения следующих слов и переведите словосочетания

Почему вы покупаете продукты (промышленные изделия в одном и том же магазине) супермаркете или в разных;

Укажите номера пропущенных слов, данных под чертой и переведите на русский язык следующие предложения.

1. One of the aims of successful business is … and … customers. 2. Managers are usually carried away … prices, … orders, … products. 3. A lot of companies have never calculated the amount of their … customers. 4. Every defecting customer brings the company thousands of dollars in …. 5. There exists a direct dependence between customer retention and …. 6. All the consumers provide … advertising. 7. Due to the clients it is difficult for other … to enter the market. 8. According to the ladder of customer loyalty the last level is … to persuade others.

1. defecting; 2. competitors; 3. profitability; 4. to attract, to retain; 5. word-of-mouth; 6. negotiating, securing, delivering; 7. an advocate; 8. potential revenue.

3. Ответьте на следующие вопросы:

1. What is success in business based on? 2. What do the managers of some companies sometimes forget? 3. What do customers do if they are badly and unqualitatively served? 4. Who costs more for any company: established customers or new ones? Why? 5. What are the levels of the ladder of customer loyalty?

4. Объясните на английском языке:

2) что нужно/можно сделать, чтобы увеличить/усилить «customer loyalty».

5. Прочитайте текст В₅ без словаря и найдите абзац, который дает определение рыночной экономики.

6. Объясните на основе текста B₅, как вы понимаете слова «экономическое чудо» (economic miracle).

Text B₅ ECONOMIC ORDER, NOT CHAOS

Before people study the way the market works, they see only a jumble (беспорядочная смесь) of different firms and product. Few of us stop to wonder how it is that food is produced in suitable amounts, gets transported to the right place; and arrives in a palatable form at the dinner table. But a close look at market system is convincing proof that is does not produce chaos and anarchy. A market system contains an internal logic.

A market economy is an elaborate mechanism for the coordination of people, activities, and business through a system of prices and markets. It is a communication device for pooling the knowledge and actions of millions of diverse individuals. Without information or computation, it solves a problem that the largest supercomputer could not solve today, involving millions of unknown variables and relations. Nobody designed the market; yet it functions remarkably well.

History’s most dramatic example of the effectiveness of market economy came in West Germany after World War II. In 1947, production and consumption had dropped to a low level. Price controls¹⁾ and thorough government regulation hobbled²⁾ markets. Money was worthless; factories closed down for lack of materials; trains could not run for lack of coal; coal could not be mined because miners were hungry; miners were hungry because peasants would not sell food for money and no goods were available for them to purchase in return. Markets were not functioning properly. People could not buy what they needed or sell what they produced at free–market prices.

Then in 1948, the government freed prices from controls and introduced a new currency³⁾, quickly putting the market mechanism back into effective operation. Very quickly production and consumption; rapidly rose once again what, how, and for whom were being resolved by markets and prices. People called it “an economic miracle”, but the recovery was in fact largely the result of a smoothly running market mechanism.

The point to emphasize is that markets perform similar miracles around us all the time-if only we take care to observe our economy carefully. Moreover, history records that economic and political crises often occur when the market mechanism breaks down.

¹⁾ controls – зд. ограничения

²⁾ to hobble – хромать, спотыкаться (напр. о характере развития экономики)

³⁾ currency – валюта, деньги

Письменно переведите текст С₅.

Text C₅ MARKET EQUILIBRIUM

At every moment, innumerable factors affect economic activity. Some people are buying while others are selling; firms are inventing new products while governments are passing laws to regulate pollution; foreigners are invading markets while domestic firms are moving their plants abroad. Yet in the midst of all this turmoil, markets are constantly solving the what, how, for whom.

As the markets balance all the forces operating on the economy, they are finding an equilibrium of supply and demand.

What is market equilibrium? It represents a balance among all the different buyers and sellers. Households and firms all want to buy or sell certain quantities depending upon the price that just balances the desires of buyers and sellers. Too high a price would mean a glut¹⁾ of goods with too much output; too low a price would produce long lines in stores and a deficiency of goods. Those prices for which buyers desire to buy exactly the quantity that sellers desire to sell yield an equilibrium of supply and demand.

¹⁾ glut – затоваривание (рынка); избыток

UNIT 6. WHAT IS HACCP?

Text A₇ WHAT IS HACCP

Active Vocabulary

1. hazard (n, v) – опасность, риск, шанс; рисковать, осмеливаться

2. handle (n, v) – ручка, рукоятка; предлог, удобный случай; банк, выручка; обращаться с (чем–либо, кем–либо), ухаживать, трогать, касаться, управлять, регулировать, контролировать, обрабатывать, грузить, транспортировать, сортировать

3. to monitor – контролировать, следить, наставлять, советовать, проверять

4. to update – модернизировать, исправлять, обновлять

5. foodborne – перенесенный с пищей, полученный с (в) пищей, относящийся к пище

6. implement (n, v) – орудие, инструмент, средство; (pl.) утварь, инвентарь; выполнять, осуществлять, снабжать, обеспечивать

7. prerequisite (n, adj.) – предпосылка, предварительное условие; необходимый, требуемый заранее

8. facility–design practice – применение техники (оборудования)

9. National Aeronautics and Space Administration = NASA – Национальное управление по аэронавтике и исследованию космического пространства (НАСА, США).

PRE–TEXT EXCERSISES

А.	practice (n.) – практика, применение; упражнение, тренировка; привычка, обычай, порядок; деятельность practice = practise (v.) – тренироваться, упражняться, практиковаться; обучать, тренировать; применять, осуществлять; пользоваться
doctor practice, international practice, trade practice, running practice, usual practice, daily practice; to practise the piano, to practise tennis, to practise the pupils in English, to practise medicine
B.	technique [tek’ni:k] – a) техника, техническое оснащение, оборудование, аппаратура; b) техника, мастерство, владение, умение; c) технический прием, метод, способ, методика techniс [‘teknik] – технический термин, деталь, техническая сторона дела; технический, промышленный techniсs – a) техника; технические науки, терминология, технические подробности; b) техника, техническое мастерство, умение (=technique); с) технология (= technology)
computing technique, milling technique, engineers technique, biological techniques, processing techniques; non-waste technics, high technics; technic design

2. Прочитайте и переведите текст А₆, выпишите незнакомые слова.

Text A₆ WHAT IS HACCP?

The system that will enable to consistently serve safe food by identifying and controlling possible hazards throughout the flow of food is called Hazard Analysis Critical Control Point (HACCP). A HACCP system is a dynamic process that uses a combination of proper foodhandling procedures, hazard and risk analysis, monitoring techniques, and record keeping to help ensure that the food you serve is safe. It allows to continuously update and improve food safety system as situations change. A HACCP plan is a written document, based on HACCP principles, which describes the procedures a particular establishment will follow.

It is developed using the HACCP principles and is specific to the facility, customers equipment, processes, and operations.

HACCP was developed by the Pillsbury Company in the early 1960s for the National Aeronautics and Space Administration (NASA). The system was designed to make the food served to astronauts as safe as possible. Since a foodborne illness on a space flight could be disastrous, the system had to ensure consistent food safety. The HACCP system is based on the idea that if significant biological, chemical, or physical hazards are identified at specific points within the flow of food, they can be prevented, eliminated, or reduced to safe levels.

HACCP was so beneficial that it was adopted by many segments of the food industry, from growers to manufacturers, and from distributors to operators. Over the years, the system has been refined and improved, and it is now accepted worldwide. It is recommended to all food establishments, no matter how large or small. They develop and implement a HACCP system.

A HACCP program must be built on a solid foundation of prerequisite programs.

Prerequisite programs, also called standard operating procedures (SOPs), support a HACCP plan and are the basic operating conditions for producing safe food. They protect it from contamination, minimize microbial growth, and ensure the proper functioning of equipment. They may include the following:

Proper personal hygiene practices

Proper facility-design practices

Supplier selection and specification programs

Proper cleaning and sanitation programs

Appropriate equipment-maintenance programs.

ASSIGNMENTS

1. Переведите следующие предложения на русский язык, обращая внимание на подчеркнутые слова:

1. Nearly all plants have increased soft drinks manufacture this summer. 2. The food manufacturers pay more attention to the quality, food safety and nutrient level of their products. 3. The Confectionery “Krasniy October” began to manufacture some new types of chocolate confections. 4. The growers, manufacturers and processors must take into consideration various techniques concerned with foodstuffs. 5. The Strength of Materials is one of the important Technics. 6. The new system helps to implement the overall control. 7. The implement to keep the temperature at the required level for some period of time has been installed recently. 8. The new technique of sugar refining is practised at our refinery. 9. Their basic operating conditions for producing safe food must include hygiene practices.

Дата добавления: 2015-03-29