Моя академия (стр. 13 )

15. Расскажите о своей специальности (civil engineering).

PART VII

THE ECONOMICAL ENGINEERING FACULTY

1. Ответьте на вопросы.

1. Why do you consider it is important to work in the sphere of automobile economy?

2. What areas could it be divided into?

3. What is your qualification?

4. What do the specialists of your qualification particularly do?

2. Прочитайте и выучите.

supplies, deliveries – поставки

retail – розничный

wholesale – оптовый

choice – ассортимент

promotion – продвижение (товара)

domestic operations – местные операции

non-scheduled operations – нерегулярные перевозки

scheduled operations – регулярные перевозки

pooled operations – совместные перевозки

mode – вид транспорта

Составьте 3 предложения с новыми словами.

3. Обратите внимание на произношение следующих букв и буквосочетаний.

sch [∫] nonscheduled, scheduled;

oo [u:] bookkeeping, goods, pooled;

i в открытом слоге [ai] price, provide, profile, private but: service [i].

4. Прочитайте и переведите текст.

THE ECONOMICAL ENGINEERING FACULTY

The students of the faculty are trained in the following qualifications: Marketing; Management of Organization; Standardization and Certification and Management of Quality. The students of the faculty study a lot of specialized subjects: automatic systems of management; bookkeeping; finances and credit; economy of automobile transport enterprises, loading and unloading mechanisms; cargo transportations; passenger-carrying operations; principles of the theory of transport systems and others.

The work in the field of economy now is impossible without knowing what marketing and management are. Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user. Marketing activities include: designing or developing a product or service; transporting and storing goods; providing a variety of choice; buying in large volumes and then selling them by item; installing, servicing; repairing, instructing; or updating and improving. Marketing includes the Four Ps: product, place, price, and promotion. But most of all, marketing is research: finding out who the customers are and what they need.

There is no single concept of management yet, so “management” has many definitions. In practical business, management can be defined as the art and science of directing people with the aim of getting things done through their efforts. Effective management is the key to business success and you need for these strong management skills. There are two management specialities at the faculty: management of organisation and quality management.

There is also standardization and certification profile. The students of this speciality study the standards concerning the sphere of automobile production and transportation. They should also know how to improve the quality of goods and services.

It is not enough simply to produce a product; it must be stored and transported. The shipment can be done by motor, water, air, railway, sea, river, pipeline transport. There are various kinds of operations: commercial, international, domestic; nonscheduled, scheduled; pooled; transit or private.

Passenger traffic operations are analyzed by different transport modes. The local passenger-carrying operations are conducted in cities and country areas. The most concern arises by carrying passengers in large cities. The specialists which are engaged with this problem carry out investigations of passengers flows and count the number of passengers on city routes.

Commercial work presupposes making contracts, agreements, supplies; deliveries; trade-retail and wholesale and financial work.

The graduates of the faculty work at various enterprises, connected with economy, organization, management, transportations.

5. Ответьте на вопросы.

1. What qualifications are trained at your faculty? 2. What does commercial work include? 3. What is marketing? 4. What are the constituencies of the market? Describe each of them. 5. How can be “management” defined? 6. What can you tell about transportation of goods? 7. What do you know about passenger transportations? 8. What specialized subjects are studied at your faculty? 9. What are the most interesting and the most difficult subjects? Why?

6. Прочитайте текст об уровнях и сферах управления и кратко перескажите его. Обратите внимание на перевод специальных терминов.

supervisor – контролер

buying department – отдел закупок

market exploration – отдел по изучению рынка

accounting department – бухгалтерия

distributing enterprise – торговое предприятие

financially autonomous, self-financing – самофинансируемый

joint venture – совместное предприятие

multi-activity – многоотраслевой

multi-unit enterprise – объединение

non-profit – некоммерческий

parent – головное предприятие

subsidiary – дочернее предприятие

limited partnership – товарищество с ограниченной ответственностью

sales manager – коммерческий директор

personnel manager – начальник отдела кадров

chief buyer – руководитель отдела закупок

managing director – директор-распорядитель

general manager – генеральный директор

accountant – бухгалтер

These are three management levels: top management, middle management, and operating management. Top management includes the president, vice president, and the general manager. Middle management includes department managers, plant managers, and production superintendents. Operating management includes supervisors, foremen, etc. Each modern enterprise has such departments as: planning department, production department, buying department, selling, market exploration department, advertisement department, accounting department.

The types of enterprises may be: distributing, financially autonomous, joint venture, mixed; multi-activity, multi-unit, non-profit, parent company, self-financing; state, subsidiary company, partnership, limited partnership.

The management at such enterprises is employed by general manager and various departmental managers - sales, personal managers, Chief Buyer; advertising manager. In limited companies there is a Board of Directors, which appoints one of their numbers to the position of managing Director, whose function is to execute the policy determined on.

It is said that management has as many definitions as there are managers. For example a personnel manager concerns mainly with human activities and the former accountant promoted to general management, still remains an accountant. Somewhere in between is the managing director, with an integrated and balanced viewpoint, taking in the whole scene at once.

7. Прочитайте список качеств хорошего менеджера. Расположите их в порядке от большей к меньшей значимости. Выберите, на ваш взгляд, три самых важных качества и проиллюстрируйте их примерами.

QUALITIES OF A GOOD MANAGER

After an interview with candidates for a managerial position the opinions were summed up as follows:

A good manager should be able to deal with people, to talk to them about their jobs, problems, and their future. A good manager should be firm with his people. That's how they will come to respect him.

A good manager should be adaptable to the situation. A good manager should be competent. A good manager is one who can persuade people that his way is right. It is necessary to make people accept his decisions and follow his leadership.

A good manager should be physically fit. In the age of strains
and pressures only the fittest can survive, mentally competent and
physically fit. The most important responsibility of a manager at any level is decision ccessful management is a matter of skill in choosing from alternatives.

8. Прочитайте и текст о роли экономики в автомобильной промышленности и заполните таблицу, отражающую историю этой отрасли автомобилестроения.

When you are in business your prior concern should be given to defining your business, customers and marketing plan. Actually, market and industry structures are interrelated, but sometimes they disintegrate and when this happens to continue to do business as before is almost a guarantee of disaster.

The automobile industry in the early years of this century grew so fast that its market changed drastically. There were four different responses to this change, all of them successful. A change in market or industry structure is a major opportunity for innovation. The early industry till 1900 had basically been a provider of a luxury product for the very ch was the British company Rolls-Royce, founded in 1904. The founders realized that automobiles were growing as plentiful as to become “common”, and set out to build and sell an automobile which would have “the cachet of royalty”.

They deliberately went back to earlier, already obsolete, manufacturing methods in which each car was machined by a skilled mechanic and assembled individually with hand tools. And they promised that the car would never wear out. They designed it to be driven by a professional chauffeur trained by Rolls-Royce for the job, and restricted sales to the titled customers, prizing a car as high as a small yacht, at about forty times the annual income of a skilled mechanic or prosperous tradesman.

A few years later in Detroit; the young Henry Ford also saw that the market structure was changing and the automobiles in America were no longer a rich man’s toy. His response was to design a car that could be totally mass-produced, largely by semiskilled labour; and that could be driven by the owner and repaired by him. The 1908 Model T was not “cheap”: it was priced at a little over what the world’s highest-priced skilled mechanic, the American one; earned in a full year.

Later on, three famous automobile companies refused to face up to the fact that a new decision was needed and as a result they rapidly lost both market position and profitability. Today all three – Chrysler, British Leyland and Peugeot have become more or less marginal. However, three small and quite marginal companies saw in market changes a major opportunity to innovate, they are: Volvo, BMW, and Porsche.