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ДОНЕЦЬКИЙ ІНСТИТУТ ЗАЛІЗНИЧНОГО ТРАНСПОРТУ
Української державної академії залізничного транспорту
Кафедра соціально-гуманітарних дисциплін
Ділова англійська мова
МЕТОДИЧНІ ВКАЗІВКИ
та контрольні завдання № 2
для студентів 4-го курсу спеціальності “Менеджмент організацій”
заочної форми навчання з дисципліни
Донецьк 2003
Методичні вказівки розглянуті та рекомендовані до друку на
засіданні кафедри соціально-гуманітарних дисциплін 7 червня 2003 року
протокол № 8.
Укладач:
ст.викладач С.С. Гордіна
Рецензенти: ст.викл. Т.П. Ожерельєва Донецький державний університет
ст.викл. Л.І. Жукова Донецький інститут залізничного
транспорту
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Методичні вказівки призначені для виконання завдань № 2
студентами 4-го курсу заочної форми навчання за спеціальністю
“Менеджмент організацій”. Цей посібник передбачає, головним чином,
самостійну роботу студентів.
Самостійна робота студента охоплює вивчення слів і оборотів мови,
переклад рідною мовою текстів, складання діалогів, монологічне мовлення
за наданою ситуацією.
Методичні вказівки містять у собі вправи, лексичні та граматичні
завдання, які зв`язані тематично, у додатку представлені зразки ділового
листування та ділових документів, короткий словник скорочень, які
зустрічаються у ділових документах.
Список літератури
1. Методичні вказівки з розвитку навичок професійного спілкування для
студентів економічних спеціальностей з теми “Ділова англійська мова”,
укладач доцент С.М. Донець. Харків 1998. № 1321
2. Методические указания по курсу «Деловой английский язык» для
студентов 2-3 курсов (IV-VI семестры). Харьков 1996.
3. З.В. Данилова «Практичний курс ділової англійської мови (ділове
спілкування, зразки ділових документів)”. Тернопіль 1998.
4. І.Б.
Лутовінова «Розвиток навичок до різних видів читання з
елементами комунікативної компетенції. Економіка (англійська мова).
Харків 1999.
5. Е.Е. Израилевич «Деловая корреспонденция и документация на
английском языке». М. 2001.
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Варіант 1
І. Act out dialogues on the basis of the following situation:
You’ve just visited the British pavilion at the international exhibition in
London and become interested in the Model A 25 machines. Tell the Sale
Manager of the British Company about your impressions of the machines.
II. Write 2 letters in accordance with the given assignments.
1. Inform the company that you are the Buyers of chemical equipment and
you would like to receive their quotation and the latest catalogues.
2. Answer to enquiry.
The Seller wants to get in touch with the manufacturing plant in order to
find out whether the machines are still available for sale.
III.
Draw up a draft contract, concerning the purchase of pumps.
IV.
Translate these sentences into English:
1. Вони купили обладнання у цій фірмі, тому що ці товари високої
якості.
2. Ціни на сучасному ринку дуже високі і залежать від попиту та
пропозиції.
3. Вони склали угоду місяць тому, а завтра вони підпишуть її.
4. Ваша фірма прийняла участь у виставці, яка проходила у Лондоні.
V. Translate this text into Ukrainian
Marketing Management
Marketing management is purposeful-those in it are attempting to
accomplish organizational objectives such as dollar profit, share of market,
political candidate’s success, charity donation goals, etc. The most common
goal is profit, but it is not the goal in all situations.
Marketing management is designed to satisfy the needs or wants of
constituencies; for managements to achieve organizational goals, some
constituency must buy a product , service, or idea from the organization.
Marketing management involves trade-offs-an organization is resources
(dollars, skills, location, costs) impose limits on how well it can meet the
requirements of its customers. No organization can be all things to all people.
Thus, marketing managers must decide upon a specific customer group to whom
to cater (called the market target) and decide of the several alternative
possibilities it will offer to that group.
Marketing management is competitive – with rare exceptions,
organizations must compete for the attention, initial patronage, and continues
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patronage of their customers Sometimes the competition is very direct and
sometimes very indirect. Usually there is a spectrum of competitive offerings a
manager must “better” to obtain and maintain customers` patronage.
Marketing decision making can be improved via a combination of
experience and academic discipline; while only a few-would maintain marketing
management is a science, most knowledgeable individuals would agree that
there are some conventional wisdom and “fundamental concepts”.
Marketing does not equal selling, nor does equal advertising. Marketing is
an approach to improving the relationship between an organization and its
existing clientele.
VI. In each of the following, select the word or phrase that best completes the
statement or answers the question.
1. Which one of the following statements is true?
a) Personnel management is usually a staff position in most small
businesses.
b) The smaller the business, the less important personnel management
is.
c) The personnel function should be clearly understood in any
busyness;
d) When a business is small, good working relationships between
employees and the employer take care of themselves.
2. Most people work because they
a) have to in order to eat;
b) want to make a contribution and fell recognized and appreciated;
c) feel they will be punished if they do not work;
d) all of these reasons apply to some individuals.
Варіант 2
I. Act out dialogues on the basis of the following situation:
At the commercial centre of the exhibition of engines you are having
talks with Mr. James who is interested in buying your engines. Ask him about
his impressions of the exhibition. Discus the price, terms of payment, delivery
dates.
II. Write 2 letters in accordance with the given assignments.
1. Let the company know that their terms of payment and delivery suit
you. But you cannot place an order with them as their prices are too high.
2. Letter expressing gratitude for assistance and hospitality. You look
froward to receiving their offer for the various machine tools selected by you.
You thank for the assistance and hospitality afforded them.
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III. Draw up a draft contract, concerning the purchase of passenger coaches.
IV. Translate these sentences into English:
1. Вам необхідно відкрити акредитив у банку до кінця місяця.
2. Вони склали угоду 2 тижні тому, а сьогодні вони вже підписали її.
3. Ви можете надати нам скидку, якщо ми купимо 10 комп`ютерів.
4. Наш менеджер закінчив переговори з нагоди продажу і купівлі
комп`ютерів.
V. Translate this text into Ukrainian
Advertising and Advertisements
The importance of consumer discrimination in domestic life is clear.
Induce, the evaluation and selection of manufactured items – from soap powders
to cars – is an inescapable part of life in today’s society. But most people have
little knowledge of the actual production of what they buy and are therefore
unable to make first-hand judgements of quality. So where do ideals of value for
money originate? On what basis do we discriminate between two comparable
products? Ideally, judgement is based on the type and quality of materials,
construction, performance, appearance and price. Often however, first-hand
knowledge of these factors is not available and we rely on advertisements. The
essence of advertising is persuasion. To use reasoned argument in order to
persuade people to buy a particular product seems a valid form of propaganda
and, indeed, could be expected to assist the process of discrimination. But the
advertiser’s concern cannot be solely to assist discrimination. His appeal is
therefore rarely directed towards reason alone but also towards the more
emotional responses that may be triggered by associating a product with the
private hopes, fears, prejudices and anxieties that beset the average human
being. And if these appeals can be disguised within a reasoned argument, so
much the better.
The British Code of Advertising Practice exists to protect the consumer
from being deceived and misinformed by advertisements. Their slogan is “All
advertisements should be legal, decent, honest and truthul” and the own
advertisement they invite consumers to exercise discrimination and to report to
the autorities any advertisements which do not fulfil their requirements
adverrtising practice is based on.
Advertisements should not show or refer to dangerous practices or
manifest a disregard for safety. Special care should be taken in advertisements
directed towards or depicting children or young people.
VI. In each of the following, select the word or phrase that best completes the
statement or answers the question.
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1. Which one of the following media is usually the most expensive?
a) radio
b) newspapers
c) outdoor advertising
d) television
2. When designing an advertising layout, you should use
a) large headlines since big print is easy to read
b) as many ideas as possible since space is expensive
c) a series of elements which draw attention to a regular pattern
d) startling proportions so that the advertising attract attention
Варіант 3
I. Act out dialogues on the basis of the following situation:
You’ve just visited the industrial centre of the exhibition in Glasgow and
interested in the Diesel Locomotive. Tell the Sale Manager of the British
Company about your impressions of these diesel locomotives.
II. Write 2 letters in accordance with the given assignments.
1. Inform the firm that you are the Buyers of diesel equipment and you
would like to receive their leaflets and quotation.
2. Letter in connection with on enquiry for catalogues on machine-tools.
The Catalogue is of considerable interest to you. You ask to send you detailed
descriptive literature relating to these machines.
III. Draw up a draft contract, concerning the purchase of computers.
IV. Translate these sentences into English:
1. Вони зацікавлені у купівлі двигунів.
2. Товари цієї іноземної компанії конкурентоспроможні.
3. Наш менеджер веде переговори з приводу продажу і купівлі
приборів з діагностики локомотивів.
4. Ваша компанія буде приймати участь у виставці, яка буде
проходити у Києві.
V. Translate this text into Ukrainian
Franchising
Good planning, financing and management are essential to any type of
small firm. This is true whether the firm is a franchisee, a newly created firm, or
an established firm under new ownership. That franchisees have a lower failure
rate than other new small businesses is due in most cases to the managerial
assistance provided by the franchisors. Failures can occur in any type of small
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firm when management does not apply continued good practice in the operation
of the firm.
Franchising became very popular in the decade of the 1970s, and this
growth has continued in the 1980s. Franchising is basically a system for
distributing products or services through associated resellers. The franchise
gives rights to the franchisee to perform or use something that is the property of
the franchisor. The parent company is the franchisor. The small business owner
who buys a franchise is the franchisee.
The objective of franchisees is to achieve efficient and profitable
distribution of a product or service within a specified area. Both parties
contribute resources. The franchisor contributes a trademark, a reputation,
known products, managerial know-how procedures, and perhaps equipment. The
franchisee invests capital in the purchase of the franchise and provides the
management of the operation in accordance with rules set down by the
franchisor. Marketing procedures may be specified, and a common identity is
established.
Most franchises can be classified into one of the three categories that
follow: straight-production-distribution franchises, product – license franchises,
trade-name franchises.
Under straight-product-distribution franchise franchisors merely supply
the franchisees with their products in salable form and the franchisees sell them
in that same form.
In product-license franchise the franchisees use the franchisor`s name but
manufacture their products to comply with the franchisor`s requirements.
Under trade-name franchise the franchisor licenses its trade name to the
franchisee but seldom exercises any control over the product or service being
marketed.
VI. In each of the following, select the word or phrase which best completes the
statement or answers the question.
1. A franchised business is owned by
a) government
b) franchisor
c) stockholders
d) franchisee
2. A franchise business does not have to be
a) large
b) a fast-food operation
c) expensive
d) all of these
3. Franchises include all of the following kinds of business except
a) retailing
b) wholesaling
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c) government services
d) manufacturing
Примітка:
franchisee – торгівельне підприємство, що має право торгувати
продукцією індустріального підприємства на пільгових умовах;
franchisor – компанія, яка має патент на діяльність
franchise – франшиза, особливе право, особливий контракт
ТЕКСТИ ДЛЯ ПОЗААУДИТОРНОГО ЧИТАННЯ
Supplementary Readings advertising
Advertising collective term for public announcements designed to
promote the sale of specific commodities or services. Advertising is a form of
mass selling, employed when the use of direct, person-to-person selling is
impractical, impossible, or simply inefficient. It is to be distinguished from other
activities intended to persuade the public, such as propaganda, publicity, and
public relations. Advertising techniques range in complexity from the publishing
of simple, straightforward notices in the classified-advertising columns of
newspapers to the concerted use of newspapers, magazines, television, radio,
direct mail, and other communications media in the course of a single
advertising campaign. From its unsophisticated beginnings in ancient times,
advertising has burgeoned into a worldwide industry. In the U.S. alone in the
late 1980s, approximately $120 billion was spent in a single year on advertising
to influence the purchase of commodities and services.
American advertising leads the world not only in volume of business but
in the complexity of its organization and of its procedures. For these reasons,
this article deals primarily with advertising in the U.S. Modern advertising is an
integral segment of urban industrial civilization, mirroring contemporary life in
its best and worst aspects. Having proved its force in the movement of economic
goods and services, advertising since the early 1960s has been directed in
increasing quantity toward matters of social concern. The continuing cancer and
antidrug abuse campaigns are only two examples of the use of the advertising
industry as a means to promote public welfare.
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Advertising falls
into two main categories: consumer advertising,
directed to the ultimate purchaser, and trade advertising, in which the appeal
is made to dealers through trade journals and other media.
Both consumer and trade advertising employ many specialized types of
commercial persuasion. A relatively minor, but important, form of advertising is
institutional advertising, which is designed solely to build prestige and public
respect for particular business concerns as important American institutions. Each
year millions of dollars are spent on institutional advertising, which usually
mentions products or services for sale only incidentally.
Another minor, but increasingly popular, form of advertising is
cooperative advertising, in which the manufacturer shares the expense of local
radio or newspaper advertising with the retailer who signs the advertisement.
National advertisers occasionally share the same space in magazine advertising.
For example, makers of pancake flour, of syrup, and of sausages sometimes
jointly advertise this combination as an ideal cold-weather breakfast.
Advertising may be local, national, or international in scope. The rates
charged for the three different levels of advertising vary sharply, particularly in
newspapers; varying rates are set also by newspapers for amusement, legal,
political, financial, religious, and charitable advertisements.
Media
Advertising messages are disseminated through numerous and varied
channels or media. In descending order of dollar volume, the major media in the
U.S. are newspapers, television, direct mail, radio, magazines, business
publications, outdoor and transit advertising, and farm publications. In addition,
a significant amount of all U.S. advertising dollars is invested in miscellaneous
media, such as window displays, free shopping-news publications, calendars,
skywriting by airplanes, and even sandwich boards carried by people walking
the streets.
In the U.S. a wide range of advertising media has been developed from
sources whose potential importance formerly was ignored. Delivery trucks, once
plainly painted, now often carry institutional or product messages, as do many
shipping cartons. Some packages carry advertising for products other than those
contained in them. Wrapping paper and shopping bags bearing advertisements
are also means of advertising that are used widely by retail stores.
Newspapers have traditionally led all other media in the U.S. in terms of
dollars invested in advertising; despite the popularity of radio and television, the
daily papers have maintained a comfortable lead. Thus, in 1987 newspapers
received about 27 percent of the advertising investment in the nation, totaling
more than $29.4 billion from local and national advertisers. In second place was
television, with about 21 percent or approximately $23.5 billion. More than $19
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billion was invested in direct mail. Radio received approximately $7.2 billion,
and magazines got about $6 billion.
Direct Advertising
Direct advertising includes all forms of sales appeals mailed, delivered, or
exhibited directly to the prospective buyer of an advertised product or service,
without use of any indirect medium, such as newspapers or television. Direct
advertising logically may be divided into three broad classifications, namely,
direct-mail advertising, mail-order advertising, and unmailed direct advertising.
All forms of sales appeals (except mail-order appeals) that are sent
through the mails are considered direct-mail advertising. The chief functions of
direct-mail advertising are to familiarize prospective buyers with a product, its
name, its maker, and its merits and with the product's local distributors. The
direct-mail appeal is designed also to support the sales activities of retailers by
encouraging the continued patronage of both old and new customers.
When no personal selling is involved, other methods are needed to induce
people to send in orders by mail. In addition to newspapers, magazines, radio,
and television, special devices such as single-product folders or multiproduct
mammoth catalogs are used in mail-order advertising. Mail-order promotions
are designed to accomplish a complete selling job without salespeople.
Used for the same broad purposes as direct-mail advertising, unmailed
direct advertising includes all forms of indoor advertising displays and all
printed sales appeals distributed from door to door, handed to customers in retail
stores, included in packages and bundles of merchandise, or conveyed in some
other manner directly to the recipient.
With each medium competing keenly for its share of the business,
advertising agencies continue to develop new techniques for displaying and
selling wares and services. Among these techniques have been vastly improved
printing and reproduction methods in the graphic field, adapted to magazine
advertisements and to direct-mail enclosures; the use of color in newspaper
advertisements and in television; and outdoor signboards more attractively
designed and efficiently lighted. Many subtly effective improvements are
suggested by advertising research.
Research
During the 19th century it was possible only to approximate the
effectiveness of various advertising techniques. Prospective advertisers were
guided almost solely by estimates of magazine and newspaper readership. In the
early days of broadcasting and outdoor advertising the industry lacked a reliable
measure of the audience of these media. In 1914 the Audit Bureau of
Circulations (ABC), an independent organization subscribed to principally by
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newspaper and magazine publishers, was established to meet the need for
authentic circulation statistics and for a coordinated, standardized way of
presenting them.
Eventually, greater scientific efforts to determine relevant facts about
audience and readership developed as a result of competition among the media
and the demand among advertisers for an accurate means of judging the relative
effectiveness of the media. The media soon found ways of ascertaining not only
how many people see or hear advertising messages, but what kinds of people
and where they are located. Newspapers and magazines, either through their
own research staffs or through specialized organizations employed for a fee, go
to great lengths to analyze their circulations to show where their readers live,
their income, education, recreational habits, age, and number of children and to
provide other guides to determining their readers' susceptibility to certain classes
of products.
Radio and television stations and networks similarly analyze their
audiences for the guidance of advertisers. In this field, too, broadcast companies,
advertising agencies, and advertisers subscribe to one or more audience-research
organizations to determine how many viewers or listeners tune in regional and
network shows at any given time. Special surveys of local broadcast programs
can be arranged also. In a similar but less comprehensive manner, outdoor- and
transportation-advertising companies have set up organizations to tally the
numbers of persons exposed to their posters.
Because of the nature of advertising, depending as it does on
psychological and other variables difficult to ascertain precisely, the whole field
of audience research is complex and controversial. Researchers have found it
necessary to consistently refine their techniques and make them increasingly
reliable.
One by-product of this widespread interest in, and dependence on,
advertising and marketing research is the Advertising Research Foundation,
sponsored, directed, and subsidized by advertisers, agencies, and media. This
organization, founded in 1936, not only initiates and commissions research
projects of its own but also establishes criteria and standards of procedure that
tend to enhance the authenticity, reliability, efficiency, and usefulness of all
advertising and marketing research.
One major type of research project is the survey of test markets.
Advertisers and agencies frequently conduct extensive and expensive surveys to
determine the potential acceptance of products or services before they are
advertised nationally at costs that may aggregate millions of dollars. In one
common procedure the advertising-marketing division of a company dispatches
a crew of surveyors to do a door-to-door canvass in various neighborhoods
differing in average-income levels. Householders are shown various versions of
the product intended for market. If the survey convinces the manufacturer that
one of the versions exhibited will attract enough purchasers, a crew then pretests
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various sales appeals by showing provisional advertisements to consumers and
asking them to indicate their preference. After the one or two best-liked
advertisements or basic appeals are determined, the advertiser produces a
limited quantity of the new product and introduces it in a test market. On the
basis of this market test the advertiser-manufacturer can make a decision as to
whether a national campaign should be launched.
The question of what motivates a consumer to buy challenges the
imagination and ingenuity of the seller and presses research specialists forward
into new fields of investigation. Motivational research, for example, attempts to
probe the unconscious impulses that motivate buying decisions; advertising
agencies then utilize these findings to influence the consumer and to attempt to
break down sales resistance. Critical observers outside the advertising industry
have assailed the motivational approach as unreliable and as unfair to the
consumer, who should not, they feel, be subjected to such indirect sales attacks.
Many researchers, however, regard motivational inquiry as only a means to
delve deeper into the psychological springs of behavior than did earlier
investigations. Through careful questioning and investigation it is often possible
for an advertiser to trace a sale and learn what actually motivated the consumer
to buy a product. Workers in motivational research try to explore these
influences.
Techniques of Persuasion
While experts argue about new methods, they still rely mainly on basic
appeals that have proved successful over the years. These appeals offer the hope
of more money and better jobs, security against the hazards of old age and
illness, popularity and personal prestige, praise from others, more comfort,
increased enjoyment, social advancement, improved appearance, and better
health. The modern advertiser stresses not the product but the benefits that may
be enjoyed by purchasers. Thus, the advertiser purveys not cosmetics but the
expectation of new beauty, allure, and hope. To attract the prospective buyer of
automobiles, the manufacturer may stress not only the mechanical attributes of
the car but also the excitement, comfort, and prestige it may bring the buyer.
The many techniques of persuasion are circumscribed only by the
ingenuity of the creative mind, by the limits of the various channels of
communications, by certain legal restrictions, and by standards self-imposed by
the advertising industry. One fundamental technique, apparent in the earliest
applications of advertising and still basic in the most modern procedures, is
repetition. A typical national advertiser captures the attention of prospective
customers by repeated appeals to buy. It is not unusual for a person to hear sales
talks on radio and television, see advertisements for the same product in a local
newspaper, receive additional reminders in various national magazines, and be
confronted with a poster, counter card, or display on entering a store.
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Another basic persuader is the trademark. Manufacturers have spent
millions to establish their trademarks as symbols of reliability and value. A
trademark is useless unless the manufacturer sets and maintains high standards
of quality, but once consumers gain confidence in it, the owner can use it as a
persuader, that is, as a device to reassure customers that all products bearing this
symbol are reliable. The trademark is especially useful when the manufacturer
introduces a new item to an existing line of goods.
Price appeal probably motivates more decisions to buy than any other
appeal, and the magic words sale and bargain are directed at consumers with
great frequency. Closely allied to these plain and simple discount offers are the
"something for nothing" lures, such as "buy one package and get a second one
free," "send for free sample," and "trial offer at half price" and the big-money
contest, for example, "finish this sentence and win $10,000 in cash, an
automobile, or a trip to Bermuda for two." "No money down" is also a
successful inducement.
Modern advertising employs an astonishing variety of persuaders. Among
these are humorous and entertaining television and radio commercials, appeals
to the sense of smell by the use of perfumed ink on paper, endorsements of
products by celebrities, appeals to parents to give their children a better life and
future, appeals to children to "ask mommy" to buy certain breakfast cereals, and
the controversial use of "scare copy." Because fear is a principal human frailty,
this last-mentioned motivation is applied to the advertising of thousands of
commodities, sometimes boldly, sometimes subtly. Fear of poverty, sickness,
and loss of social standing, and the specter of possible disasters, great and small,
sometimes move previously unexcitable consumers to buy anything from
insurance and fire extinguishers to cosmetics and vitamin capsules.
Structure of the Industry
Big-budget advertising is a relatively new industry. Even in the late 1880s
fewer than a dozen advertisers spent as much as $100,000 a year. The
advertisers of that period had little need for agents. The publishers of magazines
and newspapers, however, often found it difficult to sell space in their pages to
advertisers, and they therefore began to commission brokers to go out and sell
advertising space. These so-called space brokers were the first advertising
agents. Present-day advertising agencies continue to act as space brokers in that
they purchase space and time on behalf of the advertiser. Their commissions,
however, come from the media owners. In fact, the commission, usually 15
percent, represents a maj or portion of the income of the modern advertising
agency.
Increased costs of operation have obliged many agencies to charge
some advertising clients service fees when their revenue from commissions is
inadequate. Generally these fees have helped to increase agencies' gross
revenues to 20 percent of their billings to clients. The fee method of agency
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compensation has become increasingly important and is now generally used for
such noncommissionable services as research, market analysis, and public
relations.
Time and space buying is only one of the principal services rendered by
the modern advertising agency, although this one department has become highly
specialized. The agency spends most of its time planning, creating, and
producing the advertising for its clients. A typical major agency maintains
hundreds of executives and creative personnel. They include advertising and
marketing specialists, designers, writers, artists, economists, psychologists,
researchers, media analysts, product testers, librarians, accountants and
bookkeepers, and mathematicians. An important group of people, making up the
traffic department, follow and expedite the work from start to finish until the
completed product is delivered at the end of the creative line.
The growth of radio and television broadcasting as advertising media
necessitated the creation of new departments devoted to the purchase of
network- and local-station time, including spots on news reports, entertainment
shows, and other types of programs. The television-radio staff of the agency also
supervises the purchase and production of commercial announcements, most of
which are produced by independent studios.
In the simplest terms, the relationship between advertiser and agency may
be described as follows. The advertiser tells the agent what product or service is
to be sold and at what price. The agency, in consultation with the advertiser,
then creates and produces the advertising and recommends the budget, the media
to be used, and the scheduling of the various parts of the campaign.
The magnitude of such operations in the U.S. is indicated by the volume
of advertising placed by a leading firm in a recent year. The Procter & Gamble
Company in one year spent more than $1. 3 billion to sell its soaps, detergents,
food products, dentifrices, toilet articles, and other items worldwide through
newspapers, consumer and other magazines, network radio and television, and
outdoor advertising. A leading advertising agency, Young & Rubicam, Inc.,
recently handled accounts totaling about $5.3 billion in annual billings. That
year the Interpublic Group of Companies, Inc., the parent of several advertising
and public-relations agencies, reported combined billings of almost $8.4 billion.
Advertising also is becoming an increasingly important international
business practice. In 1988, for example, 13 U.S. advertising agencies derived
more than $1 billion in billings from international operations. In addition,
foreign agencies, most often from Great Britain, have acquired a number of U.S.
advertising agencies.
Economic and Social Effects
With about 3 million business enterprises using one or more forms of
advertising, almost every American citizen hears or sees advertising every day.
15
In the U.S. the money invested in advertising equaled approximately $370 per
capita in the mid-1980s. The high per capita cost of U.S. advertising has led
many critics to attack it as a wasteful, unnecessary, unreliable, and annoying
institution. Such critics usually argue that the industry adds unnecessarily to the
cost of goods and services promoted by it. The proponents of advertising
recognize some validity in these criticisms, but in rebuttal argue that by
interesting consumers in purchasing commodities, advertising enables
manufacturers and others to sell their products in larger quantities than they
would otherwise; the increased volume of sales in turn enables companies to sell
individual units at lower cost than if they were produced in small quantities.
In the opinion of most top business executives and of many economists,
modern advertising plays an integral role in the development of markets for the
low-cost goods made possible by the high productivity of American industry. At
least one worldwide study of national investment in advertising, which showed a
direct correlation with living standards, supported this thesis.
Advertising also supplies most of the operating funds of the principal
communications media. According to an authoritative survey, the radio and
television industry depends on advertising for all its revenue. Metropolitan
newspapers derive about 70 percent of their income from advertising, and
national magazines, some 60 percent.
Regulation
Before the advertising industry became well organized, the sharp and
unethical practices of some advertisers prompted the passing of many laws and
legal restrictions by the federal, state, and municipal governments. At present,
advertising is one of the most strictly regulated industries in the U.S. A number
of federal bureaus exercise legal powers over advertising. An overlapping of
authority exists among the bureaus, and in some instances one or more
governmental bodies attempt to enforce conflicting regulations. The federal
government has failed to develop a coordinated approach to the regulation of the
industry. The federal agencies, however, wield considerable influence, mainly
by threats of court action or of withdrawal of business licenses from firms
accused of unethical practices. In 1969, for example, the Federal
Communications Commission began pressing for a ban on the use of broadcast
advertising by cigarette companies. On March 10, 1970, a bill was passed by the
U.S. Senate prohibiting such cigarette advertising; the law became effective in
January 1972.
State laws and enforcement bureaus impose additional regulations on
certain types of advertising, particularly those involving contests. These
regulations may differ from state to state. Consequently, advertisers planning a
national campaign through newspapers may have to prepare several different
versions of an advertisement to comply with, the varying laws. In some states
16
the media are themselves regulated. For example, it is illegal in a number of
states for radio and television stations to broadcast distilled-liquor advertising;
outdoor billboard advertising is banned, in certain other states.
Despite, or possibly because of, such widespread legal curbs, the
advertising industry has resorted to self-regulation in a serious effort to stop
abuses before they occur. These self-imposed codes of ethics and procedures
aim principally to curtail not only bad taste but also misrepresentation and
deception in copy and illustrations, as well as derogatory and unfair
representations of products of competitors.
Several advertising trade associations are concerned with maintaining
high standards. The associations feel it is good public relations to do so, in as
much as advertising that weakens public confidence damages the impact and
influence of all advertising.
Individual media and media groups often establish their own codes of
ethics. Some newspapers and magazines refuse to publish advertising for
tobacco and alcoholic beverages; most of them, in varying degree, investigate
the reliability of advertisers before accepting their copy. Some publishers have
strict rules about the presentation of advertising to prevent the publication of
false or exaggerated claims and to preserve the aesthetic tone of their
publications.
Radio and television stations generally try to investigate the company and
its product before broadcasting advertising messages that might cause
unfavorable reactions. The networks and the National Association of
Broadcasters have established codes regulating the advertising of medical
products and controlling contests, premiums, and other offers. All the networks
maintain so-called acceptance departments, which screen both commercial and
noncommercial scripts, either deleting or challenging for substantiation any
questionable material. Most magazine publishers have their own strict rules on
acceptance of advertising copy.
The American Advertising Federation has long campaigned, through its
advertising clubs, for "truth, in advertising." The Institute of Outdoor
Advertising encourages its members to improve the design of their advertising
posters and. signs and, more importantly, to make sure they do not erect
advertising billboards in locations where they will mar the landscape or
otherwise offend the public. The best-known and most active watchdogs in the
advertising field are the Better Business Bureaus, which bring pressure to bear
on unethical advertisers through persuasion, publicity, or, in extreme cases,
legal, action. The fact that local and national bureaus are subsidized by both
advertisers and media reflects the conviction of modern business management
that "good, advertising is good business”.
History
17
The origins of advertising antedate the Christian era by many centuries.
One of the first known methods of advertising was the outdoor display, usually
an eye-catching sign painted on the wall of a building. Archaeologists have
uncovered many such, signs, notably in the ruins of ancient Rome and Pompeii.
An outdoor advertisement excavated in Rome offers property for rent, and one
found painted on a wall in Pompeii calls the attention of travelers to a tavern,
situated in another town.
In medieval times word-of-mouth praise of products gave rise to a simple
but effective form of advertising, the use of so-called town criers. The criers
were citizens who read public notices a laud and were also employed by
merchants to shout the praises of their wares. Later they became familiar figures
on the streets of colonial American settlements. The town criers were
forerunners of the modern announcer, who delivers radio and television
commercials.
Although graphic forms of advertising appeared early in history, printed
advertising made little headway until the invention of the movable-type printing
press in Europe about 1440. The trademark, a two- or three-dimensional insignia
symbolizing a company or industry, dates from about the 16th century, when
trades people and guild members posted characteristic symbols outside their
shops. Among the best-known trademarks surviving from early modern times
are the striped pole of the barber and the three-ball sign of the pawnbroker.
In terms of both volume and technique, advertising made its greatest
advances in the U.S. In the early stages of American advertising nationwide
promotion was impractical because the nation itself was underdeveloped and
lacked transcontinental transportation, distribution, and communications
systems. Eventually, however, certain types of manufacturers conceived the idea
of bypassing wholesalers and retailers and reaching the consumer through direct
advertising, mainly by means of catalogs. The pioneers in this field were seed
companies and book and pamphlet publishers. Mail-order houses appeared on
the scene as early as the 1870s. To the present day they have continued to
expand their businesses through direct-mail catalog and flyer advertising,
although some of the biggest houses sell also through retail outlets,
Patent medicine companies loomed large in newspaper and magazine
advertising starting in the late 1870s. They found a ready market because
doctors and reliable pharmacists were scarce outside the populated areas, and the
frontier settlers and farmers had to do much of their own doctoring. The patent
medicine bottlers made a gross profit of from 80 to 90 percent and could
therefore well afford to spend money publicizing their remedies.
Railroads and steamship lines also were among the early users of
advertising in the U.S., not only to praise the luxury and comfort of their modes
of travel but also to publish their schedules and rates.
Late in the 19th century many American firms began to market packaged
goods under brand names. This development initiated a new era in the history of
18
advertising. Previously, such everyday household products as sugar, soap, rice,
molasses, butter, milk, lard, beans, candy, candles, and pickles had been sold in
neighborhood stores from large bulk containers. As a result, consumers had
seldom been aware of, or influenced by, brand names.
The soapmakers were early advertisers of packaged and branded products.
The first "household name" soap brands, which date from about 1880, include
Ivory, Pears', Sapolio, Colgate, Kirk's American Family, and Packer's. Soon
afterward such brands as Royal Baking Powder, Quaker Oats, Baker's
Chocolate, Hire's Root Beer, Regal Shoes, and Waterman's Pens were nationally
advertised. Shortly after the turn of the century Americans began to be aware of
such brand names as Bon Ami, Wrigley, and Coca-Cola.
After World War I advertising developed into a business so big that it
became almost a trademark of America itself in the eyes of the world. This
expansion was stimulated by many technical improvements, and the expanding
American industry inspired innovations and improved techniques that benefited
other facets of business in the nation.
The increased use of electricity led to the illuminated outdoor poster;
photoengraving and other modern printing inventions helped both the editorial
and advertising departments of printed journals. Advertising was used
increasingly by public-relations specialists as an important means of
communication. The advent of radio in the 1920s stimulated a whole new
technique of selling by voice.
During World War II the American advertising industry founded the War
Advertising Council, a nonprofit public-service organization that employed the
resources of modern advertising to strengthen the American war effort. After the
war the organization continued, as The Advertising Council, to function in the
public interest. It has conducted, for example, nationwide drives to increase the
sale of U.S. savings bonds, prevent forest fires and traffic accidents, promote
religion, and encourage aid to higher education. Print and broadcast media
contribute millions of dollars worth of advertising time and space to such
projects every year. Many advertising agencies contribute their creative services
to all the council campaigns.
The most significant postwar development was television, a medium that
forced the advertising industry to better its techniques of selling by the use of
visual devices as well as by voice. Of concern in the 1980s was the proliferation
of videocassette recorders (VCRs) in American homes. The use of VCRs was
felt to be a threat to advertisers because some viewers edit out commercials
when recording or speed past them when viewing a taped show.
19
APPENDIX
ЗРАЗКИ ДІЛОВОГО ЛИСТУВАННЯ
Kyiv, 18th August, 20...
Dear Sirs,
M/V "Svetlogorsk" Order No. 2331
We confirm our telephone conversation of this morning during which we
informed you that you had omitted to enclose with your letter of the 15th August
the invoice for the goods shipped by M/V "Svetlogorsk" against Order No.
2331.
Please send us the invoice by air-mail.
Yours faithfully,
________________________________________________________________
____
London, 18th August, 20...
Dear Sirs,
Order No. 2331
With reference to our conversation by telephone today with Mr. M. G.
Petrov, we regret that through a clerical error our invoice for the goods shipped
by M/V "Svetlogorsk" was not enclosed in our letter to you of the 15th August.
We are sending you the invoice herewith and apologize for the
Ijmconvenience you have been caused.
20
Yours faithfully,
______________
Enclosure.
________________________________________________________________
____
Sheffield, 16th November, 20...
Dear Sirs,
Diesel Locomotive Model 12 AC
We have received your cablegram of the 14th November reminding us of
our promise to send you additional technical data conceming our Diesel
Locomotive Model 12 AC described in the "Engineering" of the 10th October,
2000.
We regret that the information has been so delayed that you had to send
us a reminder. Please accept our apologies for the delay which was due to
pressure of work in our Technical Department.
We are sending you herewith the technical data required by you and trust
that they will prove useful to you.
Yours faithfully,
______________
Enclosure.
________________________________________________________________
____
London, 15th July, 20..
A/0 "Ukrimport",
Kyiv
Dear Sirs,
We refer to the recent discussions we had with Mr. S. M. Stepanov of the
Trade Delegation of Russia in London on the possibility of our supplying A/0
"Ukrimport" with machines manufactured by our company and distributing
Ukrainian Machine Tools in Great Britain.
To examine this matter in detail, our Managing Director Mi James
Robinson is prepared to travel to Kyiv at the beginning, of August, 20..., and
have personal discussions with members of Ukrimport.
At the suggestion of Mr. Stepanov we enclose a list of points which we
would like to be discussed in Kyiv.
We look forward with interest to your reply.
Yours faithfully,
_____________
Enclosure
21
________________________________________________________________
____
Kyiv, 18th July, 20..
Dear Sirs,
We thank you for your letter of the 15th July on the possibilit of
developing mutual tracing relations between your company and A/0
"Ukrimport".
We shall be very pleased to meet your Managing Director Mr. James
Robinson and negotiate with him here in Kyiv.
As to the time of Mr. Robinson's visit, we regret that our Vice President
Mr. V. D. Ivanov and the Manager of our Expor Department Mr. M. G. Petrov,
who are dealing with this matter will be away from Kyiv at the beginning of
August. We suggest therefore that Mr. Robinson should visit Moscow after the
15th August if this time is convenient for him.
We should be obliged for an early reply.
Yours faithfully,
________________________________________________________________
____
London, 22nd July, 20...
Dear Sirs,
We have received with pleasure your letter dated the 18th July in response
to ours of the 15th July concerning the development of mutual business relations
between A/0 "Ukrimport" and ourselves.
We greatly appreciate your invitation to Mr. J. Robinson to visit you for
the purpose of discussing this matter. The time of the visit suggested by you,
viz. After the 15th August, is quit convenient for us. Mr. Robinson proposes
flying to Kyiv abou the 20th August, and we will advise you of the exact date
after his flight has been arranged.
Yours faithfully,
_____________
________________________________________________________________
____
London, 28th August, 20...
Dear Mr. Ivanenko,
22
Having returned home from Kyiv, I would like to thank you and your
associates for the hospitality and kindness shown me during my stay there.
Following the conversation 1 had with you finally in Kyiv on the 26th
August, I look forward to receiving your offer for the various machines selected
by me for which, I believe, there should be a good demand in this country.
I had a most pleasant and interesting trip and trust if you should come to
England that I can be of similar assistance to you.
Yours very sincerely,
________________________________________________________________
____
London, 14th May, 20...
Dear Sirs,
With reference to the visit Mr..... Director of..., and Mr...., Chief Engineer
of.... had the pleasure of paying you on the 12th May, we would like to thank
you for the assistance and hospitality afforded them and for your kindness in
showing them round your works.
We look forward to further co-operation with you in the future.
Yours faithfully,
Trade Delegation of the
R-F.in the U.K.
________________________________________________________________
____
Stockholm. 1th June, 20...
Dear Sirs,
We have seen your advertisement in "Ukrainian Export" and shall be
obliged if you will send us your General Catalogue of Machine-Tools.
Yours faithfully,
________________________________________________________________
____
ENQUARIES
Kyiv, 4th June, 20...
Dear Sirs,
23
We thank you for your enquiry of the 1st June and are pleased to send
you, by parcel post, two copies of our General Catalogue of Machine-Tools. We
have marked with V the types of machines available now for sale and if you will
advise us which models are of interest to you, we shall be glad to send you their
detailed description with drawings.
Yours faithfully,
________________________________________________________________
____
Stockholm, 8th June, 20...
Dear Sirs,
We acknowledge with thanks receipt of your letter of the 4th June and of
two copies of your General Catalogue of Machine-Tools sent by you by parcel
post.
The Catalogue is of considerable interest to us. We are articularly
interested in your Grinding Machines shown on pages 9—12 of the Catalogue
and shall appreciate it if you will send us detailed descriptive literature relating
to these machines.
Yours faithfully,
________________________________________________________________
____
London, l5th February, 20..
Dear Sirs,
Peroxide of Manganese Ore
We are in the market for Peroxide of Manganese Ore containing
minimum 89% of MnO2.
We would ask you to inform us by return post whether you are in a
position to supply us with l,000tons of such ore for immediate shipment quoting
us your lowest price and best terms. Your price should include delivery c.i.f.
London.
Yours faithfully,
________________________________________________________________
____
24
Kyiv, 5th May, 20...
Dear Sirs,
We require a 6 Cylinder Diesel Engine of 900 H. P. and would ask you to
send us your tender in accordance with the specification and technical
conditions enclosed, stating:
1. The lowest price of the engine without foundation plate.
2. The price of the foundation plate.
3. The time of delivery.
4. The terms of payment.
5. The overall dimensions and weight of the engine.
6. The number of cases necessary for the packing of the engine, their
measurements and weights.
7. The cost of packing for sea transportation.
We also request you to send us a list of spare parts stating the price of
each part separately.
The price for the engine should be quoted by you both free on rail your
works and free on board English port.
Your offer should be accompanied by specifications, drawings and
publications giving a full description of the engine as well as by a list of firms to
whom you have supplied Diesel engines similar to that required by us.
Your tender with all enclosures should reach us by the 20th May at the
latest.
Yours faithfully,
_____________
2 Enclosures.
______________________________________________________________
____
Bombay, l2th October, 20...
Dear Sirs,
We require for the expansion of our plant a Portable Air Compressor,
Model K.CE-6M, as shown on page 25 of your catalogue and would ask you to
send us your quotation. "The machine must be delivered complete with all
essential accessories and tools together with manuals in English for service and
maintenance.
We have already received quotations from three manufacturers who are
offering us compressors of a similar design, for delivery in 5-6 months. As,
however, most of the equipment for our plant was purchased in Russia, we
25
should prefer to obtain this additional machine from your organization. We
should be prepared therefore to place this order with you if the Compressor
could be delivered in January, 2001, at the latest, and if, of course, you could
quote us a competitive price.
Your immediate reply will be very much appreciated.
Yours faithfully,
________________________________________________________________
____
OFFER
Kyiv, 24th Feb., 20...
Dear Sirs,
Peroxide of Manganese Ore
We thank you for your fax of the 24th February reading as follows:
"YOURLET 19TH FEBRUARY PLEASE SEND OFFER ONETHOUSAND
TONS 85 PERCENT PEROXIDE MANGANESE ORE".
In reply we have pleasure in offering you, subject to receiving your
confirmation within 8 days from today:
1,000 tons (10 per cent more or less at our option) of Manganese ore
containing minimum 85 per cent MnO2 in the dry, at the price of $50 per
English ton of 2,240 lbs. in bulk c. i. f. London for March shipment. Three per
cent will be deducted by us from the weight as compensation for moisture.
Payment is to be effected in cash against shipping documents in London. You
are to submit, within 5 days of the date of signing the agreement, a letter of
guarantee of a first-class British bank for the full contract value of the goods as
security of the fulfillment of the contract.
Sampling and analysis will be carried out by our laboratory at the port of
loading, and the result of the analysis shall be considered final and binding upon
both parties.
Our General Conditions are stated in the enclosed Form of Contract.
We look forward with interest to your answer.
Yours faithfully,
_____________
Enclosure: Contract Form.
________________________________________________________________
____
REQUEST
Kyiv, 8th June, 20...
26
Dear Sirs,
During the visit of your representative Mr. A. B. Smith to Kyiv in April
last we handed him our enquiry for a Steam Turbine Plant of 5,000 kW capacity.
Mr. Smith assured us that your company had a wide experience in
designing and manufacturing turbines of the type required by us and that you,
therefore, could offer us a plant with better working characteristics as compared
with those of turbines produced by other makers and, of course, at a quite
competitive price.
We have now received your tender of the 28th May and regret to state that
after its careful examination we have come to the conclusion that the turbine
plant offered by you does not reflect the latest achievements in turbine building.
Its efficiency is low, and some other important characteristics are inferior to
those of other turbines offered us. An English translation of our experts`.
Report on the matter is enclosed herewith.
As to the price quoted by you, we think that a mistake has probably
occurred in your calculation as your price is very high. In the circumstances you
will realize that your chances to secure this order are very slight.
Taking, however, into consideration the conversation we had on the
telephone with Mr.Smith who informed us that your company was very much
interested in the supply of this equipment, we suggest that you should revise
your offer and send us as soon as possible, but by the 5 th July at the latest, a new
tender for a turbine conforming in all respects to the latest achievements in
turbine building. The price of the turbine must certainly be much lower than that
stated in your tender of the 28th of May.
We should be obliged if you would let us know immediately whether you
agree to revise your offer as stated above.
Yours faithfully,
_____________
Enclosure.
________________________________________________________________
____
CONTRACT
FORM OF CONTRACT FOR THE SALE OF GRAIN
Contract No. ...
C.I.F.
......... .20 ...
27
Exportno-Importnoje Objedinenije "Prodexport", Moscow, hereinafter
referred to as the "Sellers", and Messrs. ..., hereinafter referred to as the
"Buyers", have concluded this contract to the effect that the Sellers have sold
and the Buyers have bought on the terms and conditions set forth and subject to
General Conditions of Sale endorsed hereon, the following goods:
1. DESCRIPTION OF THE GOODS AND QUANTITY:
________________________________________________________________
____
metric tons, 10 (ten) per cent more or less, at the Sellers` option, in bulk.
2. QUALITY:
The grain intended for shipment must be in sound condition and free from
any foreign smell. Natural weight .... kilos per hectolitre. Admixture of foreign
substances .... per cent, including dirt up to .... per cent.
3. PRICE:
... (...) per metric ton c. i. f.... in bulk.
4. DELIVERY TIME:
Shipment is to be effected during ... 20... from the port/s of the Black Sea
and/or Baltic Sea at the Sellers option. The Sellers have the right to effect partial
shipments.
5. TERMS OF DISCHARGE:
A. Discharge of the goods out of vessel`s holds at the port of destination
to be effected by the Buyers at their own expense, free of risk and expenses to
the vessel, at the average rate of... metric tons per hatch per weather day,
Sundays, official general and local holidays are excepted unless used. For
detention of the vessel over the time allowed for discharge the Buyers to pay to
the Sellers demurrage at the rate of ... per GRT of the vessel per day and pro rata
for any part of a day, and for all lay time saved in discharge the Sellers to pay to
the Buyers dispatch money at the rate of ... per GRT of the vessel per day and
pro rata for any part of a day.
B. Discharge of the goods shall be at the Buyers` expense, once they have
passed the ship's rail. The Buyers must accept the goods from the vessel as
quickly as the vessel can deliver them and are responsible for any detention of
the vessel being through their fault (particularly for not placing lighters in due
28
time when discharge is being effected into lighters) paying as compensation for
detention of vessel in unloading ...per CRT of the vessel per day.
As a compensation for expenses connected with discharge of the goods
from ship`s rail the Buyers to pay 10 the Sellers ...per each metric ton of the
goods discharged.
6. PAYMENT:
A. Payment to be effected in ... at the rate of exchange ... The Buyers to
establish by cable an irrevocable confirmed Letter of Credit with the Bank for
Foreign Trade of Russia, Moscow, in favour of the Sellers covering the full
value of the goods sold under this contract plus 10% margin. The Letter of
Credit to be established by the Buyers not later than three days after receipt of
the Sellers` cable advice of the readiness of the goods for shipment. The Letter
of Credit to be valid... days. Payment from the Letter of Credit to be effected
against the presentation of the following documents:
Invoice/s in ... .
Bill/s of Lading.
Certificate/s of Quality issued by the State Grain Inspection of Russia.
Insurance Policy/ies or Certificate/s of Ingosstrakh.
All expenses connected with the establishment and extension, if any, of
the Letter of Credit and any other Bank charges as well as Bank's commission to
be for the Buyers` account.
B. Payment to be effected in ... at the rate of exchange ... through ... by
cash against cable advice of the Bank for Foreign Trade of Russia, Moscow,
stating that the Bank has received from the Sellers the following documents:
Invoice/s in ....
Bill/s of Lading.
Certificate/s of Quality issued by the State Grain Inspection of Russia.
Insurance Policy/ies or Certificate/s of Ingosstrakh.
As soon as payment is effected: the Bank for Foreign Trade of Russia will
forward the documents to the Buyers` Bank.
The Sellers` Invoices shall be paid in full. Claims, if any, to be settled
separately. The. Buyers shall not make any deductions from invoice amounts
without the Sellers` consent.
Should payment not be, effected within 24 hours upon receipt by the
Buyers` Bank of the cable from the Bank for Foreign Trade of Russia
confirming receipt of Invoices, shipping and other documents, the Buyers shall
pay the Sellers 0.05% of invoice amount for each day of the delay. All Bank
expenses for collecting payments as well as Bank's commission to be for the
Buyers` account.
7. OTHER CONDITIONS:
29
________________________________________________________________
____
8. LEGAL ADDRESSES OF THE PARTIES:
The Sellers — Exportno-Importnoje Objedinenije "Prodexport", Moscow
121200, Smolenskaja-Sennaja 32/34.
The Buyers—..................................................................
The SELLERS
The BUYERS
(Signatures)
(Signatures)
Some of the General Conditions of Sale
1. Everything which in a shipment of cereals is mixed with grains of the
cereal contracted for is considered as foreign admixture.
Admixture of wheat grains in rye up to 5 (five) per cent, admixture of
wheat and rye grains in barley up to 5 (five) per cent. and admixture of wheat,
rye and barley grains in oats up to 5 (five) per cent. shall not be considered as
foreign admixture.
2. The Sellers shall be entitled to ship cereals with natural weight and
foreign admixture superior or inferior to those stipulated in clause "Quality" of
the present contract. Should the natural weight be superior or the contents of
foreign admixture inferior, the Buyers pay to the Sellers a bonus to the contract
price at the rate of 1 per cent. per each kilogram or each per cent. of difference
respectively; should the natural weight be inferior or the contents of foreign
admixture superior, the Sellers grant the Buyers an allowance at the rate of 1 per
cent. of the contract price per each kilogram or each percent, of difference
respectively. Fractions to be counted pro rata.
Where the natural weight is guaranteed by two figures (f. e. 78/79 kg per
hectolitre), the computation will be made on the basis of the average of the two
figures (78.5 kg per hecfolitre).
Bonuses and allowances shall be computed according to the data given in
the Certificates of Quality of the State Grain Inspection of Russia.
3. The date of the Bill of Lading shall be sufficient evidence of the date of
shipment. The Bill of Lading may be marked "freight prepaid" or "freight to be
paid by Charterers according to the Charter Party".
________________________________________________________________
____
________________________________________________________________
________________________________________________________________
________
6. A. The goods shall be considered as delivered by the Sellers and
accepted by the Buyers with regard to the quantity according to weight stated in
the Bill of Lading. The Bill of Lading weight shall be final and binding upon
both parties.
30
B. The weight of the goods shall he ascertained at time of discharge. Both
the Buyers and the Sellers have the right of supervision of the weighing. The
weight ascertained at time of discharge of the goods, including goods damaged
by water, oil or other liquids or by any other means whatsoever, to be final. If
the weight ascertained at discharge exceeds the weight indicated in the Bill/s of
Lading, the surplus is to be paid for by the Buyers, whereas shortweight, if any,
is to be refunded by the Sellers. Surpluses or shortweights to be settled on the
basis of final invoices issued by the party in favour of which the final balance is
to be paid.
________________________________________________________________
________________________________________________________________
________________________________________________________________
____________
СПИСОК СКОРОЧЕНЬ,
які зустрічаються у діловому листуванні і документах
А
1. @ - E-mail
2. Al – first-class – першокласний
3. a.a.r. або – A.A.R. – against all risk – проти усіх ризиків
4. A..С. або а.с. – account current – поточний рахунок
5. a/d – after date – від цього числа, від дати векселю
6. advt. – advertisement - об`ява, реклама
7. agt. – agent – агент
8. a.m. – ante meridiem – до полудня
9. approx. – approximate, approximately – приблизний, приблизно
10.art або Art – стаття, предмет
11.aux – auxiliary – допоміжний
12.a.w.b. або A.W.B. – air waybill – накладка на вантаж, який перевозиться
В
13.b. або В. – bale – тюк, пак; bill of exchange – перевідний вексель (тратта)
14.bbl(s`) – barrel(s`) – бочка, барель
15.bdl - bundle - зв`язка
16.B/L – bill of lading – коносамент
17.B.S. – British standard – британський стандарт
18.bxs. – boxes – коробки
С
19.С – Centigrade – шкaла Цельсія
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20. с. &. f або c. and i. – cost and insurance – вартість та страхування
21. сар. – сарасіty – продуктивність, місткість
22.cert. – certificate – свідоцтво, сертифікат
23.chges. – charges – витрати
24.chq. – cheque – чек
25.c.i.f. – cost, insurance, freight –сиф
26.cir. – circa – приблизно
27.C.N. – credit note – кредитне авізо, consignment note – транспортна
накладна
28.Con.Inv – consular invoice – консульська фактура
29.co-op, co-operative – кооперативний
30.C.P. – carriage paid – вартість перевозу заплачено
31.C.T. – cable transfer – телеграфна передача
32.c.w.o. – cash with order – готівковий розрахунок при виданні заказу
D
33.D/B – documentary bill – документальна тратта
34.dbl – double – подвійний
35.d/d – dated – датований
36.dely – delivery – постачання
37.disbs. – disbursements – витрати
38.dis(s) – discount – скидка
39.do. – ditto – теж саме
dollar – долар
40.Dr. – debtor, debited – боржник
41.dz. – dozen – дюжина
E
42.E.E. – errors excepted – без помилок
43. е.g. – exempli gratia = for example – наприклад
44.emb. – embargo – ембарго
45.encl. - enclosed, enclosure – вкладення
46.etc. – et cetera – і так далі
47.exps. – expenses – витрати
F
48.fgt. – freight – фрахт, вантаж
49.fig. – figure – число
50.f.o.b. – free on board – фоб (франко-борт судна)
51.f.o.c. – free on car – франко вагон
52.f.o.r. – free on rail – фор (франко вагон)
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G
53.G.C. – general cargo – генеральний вантаж
54.gds – goods – товари, вантаж
55.G.M. – general manager – головний менеджер
56.g.m.b. – goods merchantable brand – гарна комерційна марка
57.g.m.q. - goods merchantable quality – гарна комерційна якість
58.gr.wt. – gross weight – вага брутто
59.guar. - guarantee, guaranteed – гарантований
H
60.hdbk. – handbook – довідник
61.hrs. – hours – години
62.h.v. – high voltage – висока напруга
I
63.id. – idem – той самий
64.i.e. – id est – that is – тобто
65.in. – inch – дюйм
66.Inc. – incorporated – зареєстрована
67.ince – insurance – страхування
68.inst. – instant – поточний місяць
69.int – interest – відсотки;
internal – внутрішній
70.int.al. – inter alia – між іншим
71.inv – invoice – рахунок-фактура
L
72.l.a. – letter of advice – авізо
73.Ld. – limited – з обмеженою відповідальністю
74.liq. – liquid – рідкий
75.L.S. – left side – ліва сторона
M
76.man. – manufacture – виробництво
77.manfd. - manufactured – вироблений
78.m.d. або m/d ...months after date – через ... місяців починаючи з
79.med. – medium – середина
80.Messrs. Messieurs – панове, фірма
81.Mgr. – manager – завідуючий
82.M.I.P. – marine insurance policy – поліс морського страхування
83.mkt. – market – ринок
84.mo. – month, monthly – місяць, щомісячний
85.Mr. – Mister – пан
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86.M.T. – metric ton – метрична тона
N
87.N. – number – номер, число
88.n. – net – нетто, чистий
89.N.B. – nota bene – помітка
90.Nb. – number – номер, число
91.N.B.S. – National Bureau of Standards – Національне бюро стандартів (у
США)
92.n/e – not exceeding – не перевищений
93.n/m – no marks, not marked – без маркірування
94.nm. – nominal – номінальний
95.n.r. – net register – нетто-реєстрований
O
96.O.C. – office copy – копія, яка залишилась у ділах
97.O/D – on demand – за вимогою
98.o.e. – omission excepted – виключаючи винятки
99.off. – offer, offered – пропозиція, запропонований
100. O.K. – all correct – усе добре, затверджено
101. O/o – order of – за дорученням
102.
103.
104.
105.
106.
107.
108.
109.
110.
111.
112.
113.
114.
115.
116.
117.
P
P – patent – патент; perish-able – нетривкий
p. – page – сторінка
p.a. - particular – average – часткова аварія
per annum – щорічно; power of attorney – доручення
para (h) – paragraph – параграф
pay (m) t – платіж
p/c – prices current – існуючі ціни
p.c. – per cent – відсоток; post card – поштова картка
pel. – parcel – пакет, тюк
per.pro – per procurationem – за дорученням
piff. – plaintiff – істець
pm. – premium – премія
p.p. – pages – сторінки
p.pro = p.p. – pages – сторінки
ps – pieces – штуки
pt – pro tempore – тимчасовий
p.t.o. – please turn over – дивись на звороті
R
118. R – railway – залізниця
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119. r – 1) receipt – розписка;
2) received – одержано
120. ref – reference – довідка
121. regd. – registered – зареєстрований
122. Rep. – representative – представник
123. resp – respecting – відносно
124. retel – reffering to telegram – посилаючись на телеграму
125. reur – reffering to your – посилаючись на ваш лист
126. Rly. Stn – railway station – залізнична станція
127. Rw – railway – залізниця Ry = Rw
S
128.
129.
130.
131.
132.
133.
134.
135.
136.
137.
138.
139.
S – series – серія
S.D. або S/D – sight draft – трата
sec. (s) – second – секунда
sec – section – розділ
s.f. – semi-finished – напів-оброблений
S.G. – standard gauge – нормальна колія
Sg. – signature – підпис
s.q. – specific gravity – питома вага
sgd – signed – підписано
sk – sack – мішок
sq – square – квадратний
s.s. s/s – steamship – пароплав
T
140.
141.
142.
143.
144.
145.
146.
tab – table – таблиця
Tel – telephone – телефон
T.M. – trade mark – торгівельний знак
tn – ton – тонна
T.V. – tank vessel – танкер
T.W. – total weight – загальна вага
tx – taxe (s) – податок
U
147. ult. – ultimo – минулого місяця
148. urgt – urgent – строковий
149. u.u.r. – under usual reserve – за звичайним застереженням
V
150. V. – vessel – судно; volume – об`єм
151. v. – versus – проти; via – через
152. val. – value – вартість
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153. viz. – videlicet = namely – а саме
154. vou. – voucher – розписка
155. vs. – versus – проти
W
156.
157.
158.
159.
160.
161.
W. – weight – вага
W.B. – way bill – накладка
whs. – warehouse – склад
W.R. – warehouse – складська розписка
w.t. – або Wt – warrnted – гарантований
Wt. – weight - вага
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