-
1 knowledge-based society
соц. = knowledge societyАнгло-русский экономический словарь > knowledge-based society
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2 knowledge-based society
s.sociedad del conocimiento. -
3 knowledge-based
['nɒlɪdʒbeɪst]N1) [society, economy] del conocimiento; [product] basado en el conocimientothe shift from an industrial to a knowledge-based economy — el cambio de la economía industrial a la basada en el conocimiento
2) [system] experto -
4 knowledge society
соц. общество знаний (по Д. Беллу: общество, в котором знания являются основным ресурсом влияния; в таком обществе центры власти перемещаются в университеты)Syn:See: -
5 knowledge economy
эк. экономика знаний (экономика, в которой ключевым ресурсом, позволяющим производить товары и добиваться конкурентных преимуществ, являются знания; термин введен в оборот П. Дракером)Syn:See: -
6 Bibliography
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7 marketing
сущ.1) эк. торговля, реализация, продажа, сбыт (процесс передачи товаров от производителей промежуточным или конечным потребителям)ATTRIBUTES: cooperative, direct 1. 3), domestic 1. 2) а), global 1. 1) а), local 1. 1) а), mass 3. 1) а), national 1. 1) а), regional
See:cooperative marketing 2), direct marketing 2), domestic marketing 2), global marketing 2), 1), local marketing 2), mass marketing 2), national marketing 2), regional marketing 2) marketing authority, marketing behaviour 2), marketing board, marketing contract, marketing facilities 1), marketing level 2), marketing outlet 2), marketing permit, marketing position 2), marketing potential 2), marketing quota, marketing territory, marketing transaction 2), marketing year, usual marketing requirements, advertising, selling, merchandising2) марк. маркетинг (система методов и средств продвижения товаров или услуг от производителя к потребителю; включает анализ рынка, дизайн, разработку упаковки, разработку системы сбыта, рекламу и т. д.)marketing director — маркетинговый директор, директор по маркетингу
marketing expert — маркетинговый эксперт, эксперт в области маркетинга
marketing expertise — маркетинговая экспертиза, экспертная оценка в области маркетинга
Do we need to improve marketing or simply drop a particular product? — Нужно ли нам улучшить маркетинг или лучше отказаться от какого-л. продукта?
Internet marketing is not as difficult as it sounds. — Маркетинг в интернет не так сложен, как может показаться.
ATTRIBUTES: affinity, agricultural, ambush, back end, bank, bench, brand, business site, business-to-business, buzz, catalogue, cause-related, celebrity, circulation, competitive, concentrated 1) а), consumer goods, consumer, consumer-oriented, convergent, conversion, cooperative, corporate, counter, cross, customized, database, data-driven, developing, differentiated, dimensional, direct mail, direct, direct response, divergent, domestic 2) а), door-to-door, electronic, enlightened, ethnic, event, exponential, export 3. 2) а), farm 1. 1) а), financial 1. 2) а), foreign 1. 1) б), fraudulent, front end, full-scale, generic, geodemographic, global 1. 1) б), grassroots, green, grey, health care, housing, idea, incentive, industrial 1. 1) а), а, innovative, integrated, interactive, international, Internet, joint, knowledge-based, leveraged, list, local 1. 1) а), mass, media, multichannel, multilevel, multisegment, multistep, national 1. 1) а), negative option, network, niche, non-profit, one-step, one-to-one, on-line, operational, opt-in, opt-out, organic, organizational, permission, person, personal, personnel, place, product, product-differentiated, product-oriented, promotion, promotional, referral, regional, request, retail, scientific, segmented, sense-of-mission, service 1. 2) а), shopper, social, societal, sports, stimulating, strategic, structure, supporting, symbiotic, synchro, tactical, target 3. 2) а), targeted, telephone, television, test, trade, undifferentiated, unsegmented, vacation, value, vendor, video, viral, world
See:affinity marketing, agricultural marketing, agrimarketing, ambush marketing, back end marketing, back-end marketing, bank marketing, benchmarketing, brand marketing, business site marketing, business-to-business marketing, buzz marketing, catalogue marketing, cause-related marketing, celebrity marketing, circulation marketing, comarketing, co-marketing, competitive marketing, concentrated marketing, consumer goods marketing, consumer marketing, consumer-oriented marketing, convergent marketing, conversion marketing, cooperative marketing 1), corporate marketing, countermarketing, counter-marketing, cross-marketing, customized marketing, database marketing, data-driven marketing, demarketing, developing marketing, differentiated marketing, dimensional marketing, direct mail marketing, direct marketing 1), direct response marketing, direct-mail marketing, divergent marketing, domestic marketing 1), door-to-door marketing, electronic marketing, e-marketing, enlightened marketing, ethnic marketing, event marketing, events marketing, exponential marketing, export marketing, farm marketing, financial marketing, foreign marketing, fraudulent marketing, front end marketing, front-end marketing, full-scale marketing, generic marketing, geodemographic marketing, global marketing 1), grassroots marketing, green marketing, grey marketing, health care marketing, housing marketing, idea marketing, incentive marketing, industrial marketing, innovative marketing, integrated marketing, interactive marketing, international marketing, 2), joint marketing, knowledge-based marketing, leveraged marketing, list marketing, local marketing 1), macromarketing, mass marketing 1), media marketing, megamarketing, micromarketing, micro-marketing, multilevel marketing, multisegment marketing, multistep marketing, multi-step marketing, national marketing 1), negative option marketing, network marketing, niche marketing, non-profit marketing, one-step marketing, one-to-one marketing, on-line marketing, operational marketing, opt-in marketing, opt-out marketing, organic marketing, organizational marketing, permission marketing, person marketing, personal marketing, personnel marketing, place marketing, political candidate marketing, political marketing, pre-emptive marketing, premarketing, pre-marketing, product marketing, product-differentiated marketing, product-oriented marketing, promotion marketing, promotional marketing, referral marketing, regional marketing 1), remarketing, request marketing, retail marketing, scientific marketing, segmented marketing, sense-of-mission marketing, services marketing, shopper marketing, social marketing, societal marketing, sports marketing, stimulating marketing, strategic marketing, structure marketing, supporting marketing, symbiotic marketing, synchro marketing, synchromarketing, tactical marketing, target marketing, targeted marketing, telemarketing, telephone marketing, television marketing, test marketing, trade marketing, undifferentiated marketing, unsegmented marketing, vacation marketing, value marketing, vendor marketing, video marketing, viral marketing, world marketing, marketing action, marketing administration, marketing agency, marketing agreement, marketing analysis, marketing analyst, marketing appeal, marketing approach, marketing area, marketing arithmetic, marketing audit, marketing auditor, marketing behaviour 1), marketing bill, marketing budget, marketing campaign, marketing capability, marketing career, marketing chain, marketing channel, marketing communications, marketing company, marketing concept, marketing consultant, marketing control, marketing cooperation, marketing cooperative, marketing cost, marketing database, marketing decision, marketing department, marketing editor, marketing effectiveness, marketing efficiency, marketing environment, marketing ethics, marketing evaluation, marketing event, marketing expenditure, marketing expense, marketing expense-to-sales analysis, marketing experiment, marketing facilities 2), marketing feasibility, marketing firm, marketing function, marketing image, marketing implications, marketing information system, marketing instrument, marketing intelligence, marketing intermediary, marketing launch, marketing level 1), marketing logistics, marketing man, marketing management, marketing manager, marketing margin, marketing media, marketing medium, marketing middleman, marketing mix, marketing model, marketing myopia, marketing niche, marketing offer, marketing opportunity, marketing organization, marketing orientation, marketing outlet 1), marketing overkill, marketing performance, marketing plan, marketing planning, marketing position 1), marketing positioning, marketing potential 1), marketing productivity, marketing representative, marketing research, marketing response, marketing risk, marketing science, marketing scientist, marketing segmentation, marketing service, marketing specialist, marketing spread, marketing stimulus, marketing strategy, marketing strength, marketing support, marketing system, marketing tactics, marketing technique, marketing tool, marketing transaction 1), marketing value, marketing warfare, marketing weakness, advertising, pricing, promotion, product line, ICC / ESOMAR International Code of Marketing and Social Research Practice, ICC Guidelines / Code on Advertising and Marketing on the Internet, ICC International Codes of Marketing and Advertising Practices, Journal of Marketing, Marketing Society, American Marketing Association, British Institute of Marketing, Chartered Institute of Marketing, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation, Communication, Advertising and Marketing Education Foundation3) торг. покупка продуктов (как правило, на рынке), закупка провизииI could prove that any male could do the weekly marketing at our local Ding Dong faster than any Mom. — Могу сказать с уверенностью, что любой мужчина может закупать провизию в нашем местном "Динг-Донге" быстрее домохозяйки.
See:4) потр., редк. предметы торговли; купленные товары [продукты\]See:
* * *
маркетинг: система методов и средств продвижения товаров от производителя к потребителю; включает анализ рынка, дизайн, разработку упаковки, организацию сбыта, рекламу и т. д.* * *. система организации производственно-сбытовой деятельности предприятия, в основе которой лежит комплексное изучение рынка, оценка и учет всех условий производства и сбыта продукции, товаров, услуг в ближайшее и более отдаленной перспективе. Основными элементами М. выступают: маркетинговые исследования и сбор информации, планирование ассортимента продукции, реализация, реклама и стимулирование сбыта. . Словарь экономических терминов 1 .* * *маркетинг’процесс выявления, максимизации и удовлетворения потребительского спроса на изделия компании -
8 base
1. IIIbase smth., smb. base troops (the Navy, etc.) базировать войска и т.д.2. XI1) be based on smth. be based on experience (on conviction, on false beliefs, on exhaustive study of all available evidence, on the notion that..., etc.) основываться на опыте и т. д., исходить из опыта и т. д.; the legend is based on fact в основе этой легенды лежат действительные события; the charges (smb. base decisions, etc.) are based on misunderstanding обвинения и т. д. являются результатом недоразумения; be based on genuine friendship (on honesty, on force and deception, etc.) строиться на подлинной дружбе и т. д.; society that is based on private property Общество, построенное на частной собственности; taxation is based on income размер налога определяется доходом2) be based on (in, etc.) smth. the American troops were based on Okinawa (in Korea, etc.) американские войска были расположены на Окинаве и т. п.3. XXI1base smth. (up)on smth. base one's opinion on facts (one's arguments on experience, one's conclusions on knowledge, etc.) основывать свое мнение на фактах и т. д.; исходить в своих рассуждениях из фактов и т. д. -
9 Bain, Alexander
[br]b. October 1810 Watten, Scotlandd. 2 January 1877 Kirkintilloch, Scotland[br]Scottish inventor and entrepreneur who laid the foundations of electrical horology and designed an electromagnetic means of transmitting images (facsimile).[br]Alexander Bain was born into a crofting family in a remote part of Scotland. He was apprenticed to a watchmaker in Wick and during that time he was strongly influenced by a lecture on "Heat, sound and electricity" that he heard in nearby Thurso. This lecture induced him to take up a position in Clerkenwell in London, working as a journeyman clockmaker, where he was able to further his knowledge of electricity by attending lectures at the Adelaide Gallery and the Polytechnic Institution. His thoughts naturally turned to the application of electricity to clockmaking, and despite a bitter dispute with Charles Wheatstone over priority he was granted the first British patent for an electric clock. This patent, taken out on 11 January 1841, described a mechanism for an electric clock, in which an oscillating component of the clock operated a mechanical switch that initiated an electromagnetic pulse to maintain the regular, periodic motion. This principle was used in his master clock, produced in 1845. On 12 December of the same year, he patented a means of using electricity to control the operation of steam railway engines via a steam-valve. His earliest patent was particularly far-sighted and anticipated most of the developments in electrical horology that occurred during the nineteenth century. He proposed the use of electricity not only to drive clocks but also to distribute time over a distance by correcting the hands of mechanical clocks, synchronizing pendulums and using slave dials (here he was anticipated by Steinheil). However, he was less successful in putting these ideas into practice, and his electric clocks proved to be unreliable. Early electric clocks had two weaknesses: the battery; and the switching mechanism that fed the current to the electromagnets. Bain's earth battery, patented in 1843, overcame the first defect by providing a reasonably constant current to drive his clocks, but unlike Hipp he failed to produce a reliable switch.The application of Bain's numerous patents for electric telegraphy was more successful, and he derived most of his income from these. They included a patent of 12 December 1843 for a form of fax machine, a chemical telegraph that could be used for the transmission of text and of images (facsimile). At the receiver, signals were passed through a moving band of paper impregnated with a solution of ammonium nitrate and potassium ferrocyanide. For text, Morse code signals were used, and because the system could respond to signals faster than those generated by hand, perforated paper tape was used to transmit the messages; in a trial between Paris and Lille, 282 words were transmitted in less than one minute. In 1865 the Abbé Caselli, a French engineer, introduced a commercial fax service between Paris and Lyons, based on Bain's device. Bain also used the idea of perforated tape to operate musical wind instruments automatically. Bain squandered a great deal of money on litigation, initially with Wheatstone and then with Morse in the USA. Although his inventions were acknowledged, Bain appears to have received no honours, but when towards the end of his life he fell upon hard times, influential persons in 1873 secured for him a Civil List Pension of £80 per annum and the Royal Society gave him £150.[br]Bibliography1841, British patent no. 8,783; 1843, British patent no. 9,745; 1845, British patent no.10,838; 1847, British patent no. 11,584; 1852, British patent no. 14,146 (all for electric clocks).1852, A Short History of the Electric Clocks with Explanation of Their Principles andMechanism and Instruction for Their Management and Regulation, London; reprinted 1973, introd. W.Hackmann, London: Turner \& Devereux (as the title implies, this pamphlet was probably intended for the purchasers of his clocks).Further ReadingThe best account of Bain's life and work is in papers by C.A.Aked in Antiquarian Horology: "Electricity, magnetism and clocks" (1971) 7: 398–415; "Alexander Bain, the father of electrical horology" (1974) 9:51–63; "An early electric turret clock" (1975) 7:428–42. These papers were reprinted together (1976) in A Conspectus of Electrical Timekeeping, Monograph No. 12, Antiquarian Horological Society: Tilehurst.J.Finlaison, 1834, An Account of Some Remarkable Applications of the Electric Fluid to the Useful Arts by Alexander Bain, London (a contemporary account between Wheatstone and Bain over the invention of the electric clock).J.Munro, 1891, Heroes of the Telegraph, Religious Tract Society.J.Malster \& M.J.Bowden, 1976, "Facsimile. A Review", Radio \&Electronic Engineer 46:55.D.J.Weaver, 1982, Electrical Clocks and Watches, Newnes.T.Hunkin, 1993, "Just give me the fax", New Scientist (13 February):33–7 (provides details of Bain's and later fax devices).See also: Bakewell, Frederick C.DV / KF -
10 Глава 4. Клич охотника в бумажных джунглях
...А сверху в гамаке висит администратор,задумчиво сплетая пальцы ног.М. ЩербаковМы все время предупреждаем: изучайте наш предмет, но используйте приобретенные знания осторожно. В официальной обстановке можно сильно вляпаться. На работе, например, говорить так же свободно, как дома или в баре, не принято. Планка дозволенного там искусственно завышена. Называть вещи своими именами (а как тут не выругаешься!) нельзя. Отсюда проистекает целая система эвфемизмов, часто называемая офисным жаргоном.Отчасти те же корни - у жаргона политического, но там еще много всяких наслоений.Главная особенность официальной речи во всех странах состоит в том, что любую гадость называют вполне приличным словом, да еще и оптимистично звучащим. Бессмертный классик Джордж Оруэлл определил это абсолютно всем в англоязычном мире известным термином doublespeak (помните - "война - это мир", ит.п.). С другой стороны, некоторые совершенно нормальные слова недопустимы и являются офисными табу (прямо как у диких племен).Вот в качестве экзотического образца слова, которые не рекомендуется произносить, а тем более писать (слышали от эксперта, работающего неподалеку от места, где Милошевича судят - сказать точнее не имеем права): invalidity (несостоятельность); infringement of rights (нарушение прав); violates a patent (нарушение патента). Догадались почему? Это вам потом в случае суда по патентным делам легко могут припомнить. Мол, сам же говорил...Впрочем, пример не совсем чист: он связан не просто с официальной речью, а с юридическим английским. Это та еще песня, в любой стране. Поди разберись! Приводимый ниже отрывок объясняет, почему американцам приходится нанимать юристов для урегулирования, казалось бы, пустяковых дел. Создана ли эта запутанность юристами специально? Ответить не можем. Вот вам определение слова "задница" из настоящего подзаконного акта, запрещающего нудизм (anti-nudity ordinance) (Действует в районе Санкт-Августин (St. Augustin, Fla. County) во Флориде (источник — A. and T. Condon. Legal Lunacy. — Putnam, N.Y. 1992)):"Buttocks: The area to the rear of the human body (sometimes referred to as the gluteus maximus) which lies between two imaginary lines running parallel to the ground when a person is standing, the first or top of such line being one- half inch below the top of the vertical cleavage of the nates (i.e., the prominance formed by the muscles running from the back of the hip to the back of the leg) and the second or bottom line being one-half inch above the lowest point of the curvature of the fleshy protuberance (sometimes referred to as the gluteal fold), and between two imaginary lines, one on each side of the body (the `outside lines'), which outside lines are perpendicular to the ground and to the horizontal lines described above and which perpendicular outside lines pass through the outermost point(s) at which each nate meets the outer side of the leg...." Не напоминает некоторые справочники?В принципе, лексикон офисного сленга делится на две группы - buzzwords (клише) и слова, проходящие по ведомству PC (political correctness). Последние используют, чтобы застраховаться от судебных исков за воображаемые обиды на расовой, религиозной, половой, возрастной и какой угодно другой (лишь бы юрист пробивной попался) основе. В качестве незаменимого пособия рекомендуем (лучше в оригинале!) книги Скотта Адамса (Scott Adams) про Дилберта. Он, например, детально поясняет, почему надо говорить resources (ресурсы), когда вы ведете речь о болванах (dolts), составляющих ваш коллектив (team members). Или с какой целью произносится associate (партнер), когда вы имеете в виду неумеху (pud) и неудачника (loser), с которым приходится работать. Очень циничный автор, но его серии карикатур многие обитатели cubicles (офисных кабинок) держат у себя на стенах. Это - мелкая фронда, безопасная, так как ни один начальник не признает, что это именно его Адамс изобразил.Картинок из Адамса мы без его разрешения приводить не будем, но пример настенного офисного юмора дадим (см. рис.
(Итак, американцы шутят. Думаете, это что? Поздравление с днем рождения от товарищей по работе. Типичный поздравительный плакат из тех, что вывешиваются в офисе. Шутить со смертью — старая европейская традиция, отсюда и колядки, и Хэллоуин)).Buzzwords не сложны, вот несколько типичных, которые вы легко переведете сами (так лучше запомнится!). Собрание обязано иметь mission или purpose. Руководство должно обеспечивать leadership и motivation. Служащим следует быть proactive. Везде надо искать synergy. Естественная речь и мотивировки выглядят unprofessional. Цель работника - career advancement. В коллективе требуется исполнять роль team player и стремиться вырасти до team leader. Teamwork - непременное требование к служащим. Business as usual - почему-то всегда плохо, даже если этот бизнес приносит хороший и постоянный доход. Никогда не позволяйте, чтобы на людях вырвалось простецкое duh! Если вы не понимаете, почему diversity - это всегда сама по себе ценность, вас надо послать на diversity sensitivity training. На работе вы осуществляете total quality management и reengineering, проявляя self-motivation. Вы регулярно составляете status reports. То, о чем вы, как и все, мечтаете - job security (но в природе этого не существует).Еще несколько полезных ходовых офисных слов переведем:family = team (семья = команда - так называют родной коллектив); stakeholders (акционеры); stewardship (обслуживание, в каком-то смысле даже служение); leverage (рычаг, средство для достижения цели); solutions (решения: "we sell solutions" означает примерно - мы продаем не сосискоделательную машину, а комплексное решение всех ваших сосисочных проблем); revisit (пересмотреть), 24/7 (круглосуточно, без остановки); benchmark (лучший образец в данной области; benchmarking - сравнение с этим образцом); result-driven (ориентированный на результат); empower (передать полномочия), mindset (отношение); ballpark (ориентировочный: ballpark figure - примерная цифра).В мире мудрых мыслей (Скотта Адамса):Уолли: Stupidity is like nuclear power; it can be used for good or evil. (Глупость - как ядерная энергия, ее можно употребить и в добро, и во зло.)Дилберт: And you don't want to get any on you. (И вам совсем не надо, чтобы ее на вас испытывали.)А вот примеры клишированных мотивационных фраз и лозунгов, заимствованных нами из реальной жизни (слышали их неоднократно). При этих звуках у нормального американского служащего сама собой немедленно складывается фига в кармане (это мы на русский с их языка жестов переводим, на самом деле американцы складывают "middle finger").• Work smarter, not harder (так они говорят, когда предлагается объем работы, который не то что за 8, а и за 10 часов не сделать).• It's a new paradigm (американские менеджеры любят слово "парадигма" особой любовью - они его новым смыслом наполнили, лучше всего определяемым словом bullshit).• It's an opportunity, not a problem (ну, уволили тебя - значит, открываются горизонты новой карьеры, например, в Макдоналдсе).• You're a valued member of the team! (Ну, да...).• Nobody can do the things you can do! (Кто же, если не ты...).• You are helping make the world a better place! (Поэтому торг о зарплате здесь неуместен).• We are in a competitive business. (Так что затяните пояса и не нойте).• We make a difference! (Страшно распространенное выражение. Почему-то всегда подразумевается, что все изменения к лучшему. Нас всегда подмывает при виде этой фразы подрисовать физиономию аятоллы Хомейни).Усвоив и осмыслив приведенные выше выражения, вы сможете легко составлять собственные девизы. Вот, для примера, наш лозунг для американского офиса: Our mission is unprofessional proactive synergy! (В переводе на неофисный русский: "Сговоримся и подсидим коллегу!")Коротенький комментарий, связанный с переменами, синергизмом и названиями компаний.В мире мудрых мыслей (Скотта Адамса):Когда компании сливаются, они всегда заявляют о гигантском синергизме (leveraging synergy), причем взаимоусиление достигается всегда одним путем - массовыми увольнениями. Вот примеры возможных слияний, с соответствующим синергическим изменением профиля и названий:◦ Coca-Cola (напитки) + Head (спортивные товары) = Coke Head.◦ Bayer (аспирин) + AST (компьютеры) = Bayer AST.◦ Hertz (прокат машин) + A.B.Dick (оборудование офисов) = Hertz Dick.Переведите сами, используя наш словарь, какой смысл, на слух, имеют "синергические" названия.Шутка, но так и на практике бывает. Вот в Сиэтле давным-давно слились газеты "Seattle Post" и "Seattle Intelligencer". И знаете, как сейчас называется их главная городская газета? "Seattle Post-Inteligencer", что звучит как "Сиэтл после разума", выживший из ума, значит. Но настолько примелькалось, что не замечается.Еще несколько примеров штампованных офисных фраз. Больше половины - из свежей коллекции Кена Патрика (Ken Patrick). Он назвал это "Biz-Speak 101", то есть начальный курс деловой речи. Эти выражения сейчас в ходу ВСЕ. Не будем навязывать своих циничных комментариев. Да, bullshit. Нужно просто выучить и пользоваться.• World class (мирового уровня).• Think outside the box; Push the envelope (призыв к оригинальному мышлению).• Hands-on (непосредственно вовлеченный в дело).• Paradigm shift (смена критериев, приоритетов).• State of the art (современного уровня).• Real world solution (реальное решение).• Win-win situation (все в выигрыше).• (The ball is) In your court (ваша очередь).• Going forward (в будущем).• Strategic alliance (стратегический союз - например, меча и орала - тьфу, сорвалась рука, обещали же не острить).• Bricks and mortar (производящие, промышленные компании - в отличие от интернетных, которые после массового краха прозвали internet bubbles - интернетные пузыри).• Value-added (добавочная ценность продукта).• Step up to the plate (начать работать над чем-то).• Run up to the pole (попробовать).• Get to the bottom line (деньги, стоимость чего-то).• Stop the bleeding (сокращать расходы).• On the bubble (что-то нехорошее происходит, например, с компанией, "жареным запахло").• Best and brightest (лучшие служащие).• Exceeding customer expectation (больше, чем ждет потребитель).• On the same page (все друг друга понимают).• Strategic fit (важное дополнение).• Core competencies (основная область деятельности компании).• Best practice (соответствует лучшим стандартам).• Out of the loop (не в курсе).• Fast track (скоростное продвижение).• Knowledge base (базирующийся на современной технологии).• In the end of the day (в конце концов).• Touch base (обсудить).• Client focused (ориентированный на потребителя).• Game plan (стратегия).А теперь - самостоятельные упражнения.1. Переведите на нормальный язык: "Going forward, let's think outside the box and run it up the pole".2. Определите, к какому из вышеприведенных выражений подходит используемый тем же К. Патриком термин brownnosers (последнее слово есть в нашем словаре).Официальный сленг и административные клише хорошо освоены сметливыми проходимцами, которые, естественно, стараются, чтобы их пирамиды выглядели так же солидно, как пирамида Хеопса. Сколько приходит по почте мусора (junk mail), похожего на вид на официальные документы! Дело дошло до того, что Почтовое ведомство США (U.S.Postal Service) издало специальную памятку со списком слов-приманок (buzz phrases), характерных для жуликов, заманивающих свои жертвы (suckers) через газетные объявления и по почте.• Anybody can do it (это может каждый).• Quick and easy (быстро и легко).• Big, fast profits (большая, быстрая прибыль).• No experience needed (опыта не требуется).• Work in the comfort of your home (работа с комфортом у себя дома).• Work in your spare time (работа в свободное время).• No risk (никакого риска).• Fill a great demand (соответствует большому спросу).• Nothing illegal (ничего противозаконного).• Secret plan for success (секретный план успеха).• Tested in Europe (испытано в Европе).• Developed after years of secret research (создано в результате многолетних секретных исследований).• Proven to provide immediate positive results (проверенный способ получения немедленного положительного результата).Теперь вы официально предупреждены: если видите подобную фразу - весьма вероятно, что вас хотят надуть. Отечественные "бизнесмены" все это перенимают в последние годы очень быстро, и со многими обсуждаемыми терминами наш читатель наверняка уже встречался.Реальный пример американского почтового жульничества представлен на рис.
("Витамин О", отсутствующий в природе (но не все покупатели об этом знают)). Рекламируемый "Витамин О" (проверьте - такого нет ни в одном медицинском справочнике) - всего-навсего разбавленная перекись водорода (по $25 за маленькую бутылочку!).PC-терминология связана с борьбой политических лоббистов, и приоритеты там часто меняются. В принципе, стандартного английского, в плане чисто языковом, чтобы никого не обидеть вам хватит. Думается, сейчас русскому читателю уже не требуется объяснять, что надо говорить African-American и Chairperson. В этом плане вам всегда сделают скидку как приезжему. Вас ведь тоже будут бояться обидеть. Проблема скорее может быть в другом - в характерном для жителей России восприятии действительности, в системе ценностей, которая в цивилизованной части англоязычного мира несколько иная. То, что у нас нормально и даже смешно, там зачастую оскорбление. И наоборот (см. рис. (Итак, американцы шутят. Думаете, это что? Поздравление с днем рождения от товарищей по работе. Типичный поздравительный плакат из тех, что вывешиваются в офисе. Шутить со смертью — старая европейская традиция, отсюда и колядки, и Хэллоуин)). Но это не тема для книги про язык. Обещаем - мы еще напишем другую, под названием "Политическая проституция. Учебное пособие с упражнениями". А пока дадим лишь несколько примеров распространенных PC-выражений. Многие из них сейчас и на русском очень узнаваемы (прямое, неполиткорректное значение дано в скобках).• Pregnancy termination - прерывание беременности (аборт).• Non-discriminating sexual orientation - недифференцированной сексуальной ориентации (бисексуал).• Affirmative action - позитивные защитные действия (расовые квоты).• Native American - урожденный американец (индеец).• Conscientious objector - возражающий против призыва по соображениям совести (дезертир).• Pro-choice - за выбор (сторонник абортов).• Pro-life - за жизнь (противник абортов).• African-American - афро-американец (негр). От места рождения не зависит. Например, среди наших хороших знакомых есть афро-американцы - уроженцы Теннеси, Тринидада и Голландии, а вот уроженец Уганды, коричневый беженец времен Иди Амина, в эту категорию не попадет.• Caucasian - представитель европейской расы (белый). Да, в Америке и мы с вами называемся кавказцами и рассматриваемся как потомки рабовладельцев, в качестве которых всем должны. Насчет нашего происхождения из крепостных крестьян там не знают, а объясняешь - не верят.• Non-traditional partners (sexual orientation) - нетрадиционные партнерство, сексуальная ориентация (геи и лесбиянки).• Secular humanist - нерелигиозный гуманист (атеист).• Family Planning Center - центр планирования семьи (абортарий).• Political Action Committee - комитет политического содействия (группа лоббистов).• Challenged - имеющий проблемы (инвалид). Относится к любому физическому отклонению: mentally challenged - придурки, vertically challenged - коротышки ит.п.• Minorities - меньшинства (не белые). От фактической численности не зависит: 38 миллионов латиносов в Америке тоже minorities.• Afrocentrist - афроцентрист (черный расист).• Dead white men - мертвые белые мужчины (белые расисты/сексисты - классики). Подразумевается, что, скажем, Шекспир сознательно принижал женщин - в лице Дездемоны и негров - в лице Отелло.• Animal rights movement - движение за права животных (нео-луддиты - экстремисты, пытающиеся остановить развитие биотехнологии и медицинских исследований. Это они под покровом ночи лабораторных крыс освобождают).• Multi-culturalism - мультикультурализм (идея, что культуры всех народов абсолютно равны и должны быть представлены в учебных программах в равной пропорции, скажем, столько же французской, сколько монгольской).• Sexism - сексизм (половая дискриминация). В этом нехорошем деле замешаны все мужчины, проявляющие любым образом отношение к женщине как женщине. Да и все женщины, относящиеся к мужчинам иначе, чем к своим подружкам, - тоже сексистки.• Ageism - агеизм (дискриминация по возрасту). Сюда относят любые замечания насчет старших.• Eurocentrism - евроцентризм. Предпочтение европейской цивилизации (культуры, демократии, ит.д.). Воспринимается как тяжелая болезнь.• Lookism - любые суждения о внешнем виде человека (обругать - дискриминация, похвалить - сексизм). До нас термин "смотризм" пока не дошел.• Senior Citizens - старшие граждане (старичье, пенсионеры).• Compassionate Conservatives - мягкосердечные консерваторы (реакционеры). Просто PR-специалисты для старых злобных реакционеров новую упаковку изготовили.РС - предмет постоянных насмешек американских сатириков, да и не сатириков тоже. И впрямь, богатейшее ведь поле. Довольно распространенная шутка - переписывать классические истории и песенки в политически корректном и актуальном духе. Приведем типичный образец - он простой, переведите сами как упражнение. Справа - оригинал, всем с детства известный стишок из классического собрания "Матушки Гусыни". Подчеркнуты слова, которые стоит запомнить.
(таблица №1)Еще образчик американского самоприкола по поводу PC мы нашли на сувенирных магнитиках. Вы уже знаете про связь мата и юмора, так вот, там дан "перевод" фраз с сугубо официального языка на совершенно матерный. На кухонный холодильник такое повесить можно - но не в офис. Вот несколько примеров (на русский переводим не дословно, это вы сами легко сделаете, используя наш словарь, а подходяще по экспрессии и колориту).
(таблица №2)В заключение - несколько слов о специфическом партийном языке. У маргинальных политических групп он весьма оригинален. В поддержку русских коммунистов-интернационалистов (и для развлечения остальных читателей) приведем здесь подлинные левые американские мысли. Даем без комментариев и перевода цитату из "Словаря Анархиста" - брошюрки без выходных данных, подобранной нами в одном из троцкистских центров Канады. (Внимание! Опечаток тут нет, так писать у них принято, с ККК внутри и сша строчными буквами.)"Black": a political designation to refer not only to Afro-Amerikkkans, but, to people of color who are engaged in revolutionary struggle in the u.s. and all over the world. It should not be taken to mean the domination of Afro-Amerikkkans or the exclusion of other people of color from black revolutionary organizations.Black Collaborator: those few blacks brought into the capitalist system at all levels, including such high levels as black capitalist, project directors, administrators, etc., who have enough of a stake in the operation of the system to cooperate in pacification programs against their black brothers and sisters. The "House Niggers".Black Panther Party: an above ground community based armed self-defense organization whose job it was to defend the community by force of arms in "legal" posture and mode, unlike the clandestine Black Liberation Army. The Black Panther Party also served the community through community based survival programs such as free breakfast for children, free health care, liberation schools for political education, etc.Black Revolutionary Power: the taking of state power by black amerikkkans (Afro-Amerikkkans) in order to revolutionize the entire country on the basis of their enriched concept of man/woman.Bourgeoisie: the rich and the super rich. The ruling elite who own and manage the means of production, ex: Rockefeller, Mellon, Dupont, etc. They are the real rulers in a capitalist society who dictate and has everyone else eitherworking for them to maintain status-quo, or those who may slave for them in order to survive."Мы дали здесь лишь краткое представление об офисном сленге и терминологии администраторов, юристов, мошенников и политиков (как вам компания?). Хотите стать Большим администратором (юристом ит.д.) - изучайте это дело подробнее.American slang. English-Russian dictionary > Глава 4. Клич охотника в бумажных джунглях
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11 Ayrton, William Edward
[br]b. 14 September 1847 London, Englandd. 8 November 1908 London, England[br]English physicist, inventor and pioneer in technical education.[br]After graduating from University College, London, Ayrton became for a short time a pupil of Sir William Thomson in Glasgow. For five years he was employed in the Indian Telegraph Service, eventually as Superintendent, where he assisted in revolutionizing the system, devising methods of fault detection and elimination. In 1873 he was invited by the Japanese Government to assist as Professor of Physics and Telegraphy in founding the Imperial College of Engineering in Tokyo. There he created a teaching laboratory that served as a model for those he was later to organize in England and which were copied elsewhere. It was in Tokyo that his joint researches with Professor John Perry began, an association that continued after their return to England. In 1879 he became Professor of Technical Physics at the City and Guilds Institute in Finsbury, London, and later was appointed Professor of Physics at the Central Institution in South Kensington.The inventions of Avrton and Perrv included an electric tricycle in 1882, the first practicable portable ammeter and other electrical measuring instruments. By 1890, when the research partnership ended, they had published nearly seventy papers in their joint names, the emphasis being on a mathematical treatment of subjects including electric motor design, construction of electrical measuring instruments, thermodynamics and the economical use of electric conductors. Ayrton was then employed as a consulting engineer by government departments and acted as an expert witness in many important patent cases.[br]Principal Honours and DistinctionsFRS 1881. President, Physical Society 1890–2. President, Institution of Electrical Engineers 1892. Royal Society Royal Medal 1901.Bibliography28 April 1883, British patent no. 2,156 (Ayrton and Perry's ammeter and voltmeter). 1887, Practical Electricity, London (based on his early laboratory courses; 7 edns followed during his lifetime).1892, "Electrotechnics", Journal of the Institution of Electrical Engineers 21, 5–36 (for a survey of technical education).Further ReadingD.W.Jordan, 1985, "The cry for useless knowledge: education for a new Victorian technology", Proceedings of the Institution of Electrical Engineers, 132 (Part A): 587– 601.G.Gooday, 1991, History of Technology, 13: 73–111 (for an account of Ayrton and the teaching laboratory).GW -
12 Bateman, John Frederick La Trobe
[br]b. 30 May 1810 Lower Wyke, near Halifax, Yorkshire, Englandd. 10 June 1889 Moor Park, Farnham, Surrey, England[br]English civil engineer whose principal works were concerned with reservoirs, water-supply schemes and pipelines.[br]Bateman's maternal grandfather was a Moravian missionary, and from the age of 7 he was educated at the Moravian schools at Fairfield and Ockbrook. At the age of 15 he was apprenticed to a "civil engineer, land surveyor and agent" in Oldham. After this apprenticeship, Bateman commenced his own practice in 1833. One of his early schemes and reports was in regard to the flooding of the river Medlock in the Manchester area. He came to the attention of William Fairbairn, the engine builder and millwright of Canal Street, Ancoats, Manchester. Fairbairn used Bateman as his site surveyor and as such he prepared much of the groundwork for the Bann reservoirs in Northern Ireland. Whilst the reports on the proposals were in the name of Fairbairn, Bateman was, in fact, appointed by the company as their engineer for the execution of the works. One scheme of Bateman's which was carried forward was the Kendal Reservoirs. The Act for these was signed in 1845 and was implemented not for the purpose of water supply but for the conservation of water to supply power to the many mills which stood on the river Kent between Kentmere and Morecambe Bay. The Kentmere Head dam is the only one of the five proposed for the scheme to survive, although not all the others were built as they would have retained only small volumes of water.Perhaps the greatest monument to the work of J.F.La Trobe Bateman is Manchester's water supply; he was consulted about this in 1844, and construction began four years later. He first built reservoirs in the Longdendale valley, which has a very complicated geological stratification. Bateman favoured earth embankment dams and gravity feed rather than pumping; the five reservoirs in the valley that impound the river Etherow were complex, cored earth dams. However, when completed they were greatly at risk from landslips and ground movement. Later dams were inserted by Bateman to prevent water loss should the older dams fail. The scheme was not completed until 1877, by which time Manchester's population had exceeded the capacity of the original scheme; Thirlmere in Cumbria was chosen by Manchester Corporation as the site of the first of the Lake District water-supply schemes. Bateman, as Consulting Engineer, designed the great stone-faced dam at the west end of the lake, the "gothic" straining well in the middle of the east shore of the lake, and the 100-mile (160 km) pipeline to Manchester. The Act for the Thirlmere reservoir was signed in 1879 and, whilst Bateman continued as Consulting Engineer, the work was supervised by G.H. Hill and was completed in 1894.Bateman was also consulted by the authorities in Glasgow, with the result that he constructed an impressive water-supply scheme derived from Loch Katrine during the years 1856–60. It was claimed that the scheme bore comparison with "the most extensive aqueducts in the world, not excluding those of ancient Rome". Bateman went on to superintend the waterworks of many cities, mainly in the north of England but also in Dublin and Belfast. In 1865 he published a pamphlet, On the Supply of Water to London from the Sources of the River Severn, based on a survey funded from his own pocket; a Royal Commission examined various schemes but favoured Bateman's.Bateman was also responsible for harbour and dock works, notably on the rivers Clyde and Shannon, and also for a number of important water-supply works on the Continent of Europe and beyond. Dams and the associated reservoirs were the principal work of J.F.La Trobe Bateman; he completed forty-three such schemes during his professional career. He also prepared many studies of water-supply schemes, and appeared as professional witness before the appropriate Parliamentary Committees.[br]Principal Honours and DistinctionsFRS 1860. President, Institution of Civil Engineers 1878, 1879.BibliographyAmong his publications History and Description of the Manchester Waterworks, (1884, London), and The Present State of Our Knowledge on the Supply of Water to Towns, (1855, London: British Association for the Advancement of Science) are notable.Further ReadingObituary, 1889, Minutes of the Proceedings of the Institution of Civil Engineers 97:392– 8.Obituary, 1889, Proceedings of the Royal Society 46:xlii-xlviii. G.M.Binnie, 1981, Early Victorian Water Engineers, London.P.N.Wilson, 1973, "Kendal reservoirs", Transactions of the Cumberland and Westmorland Antiquarian and Archaeological Society 73.KM / LRDBiographical history of technology > Bateman, John Frederick La Trobe
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13 Chapelon, André
[br]b. 26 October 1892 Saint-Paul-en-Cornillon, Loire, Franced. 29 June 1978 Paris, France[br]French locomotive engineer who developed high-performance steam locomotives.[br]Chapelon's technical education at the Ecole Centrale des Arts et Manufactures, Paris, was interrupted by extended military service during the First World War. From experience of observing artillery from the basket of a captive balloon, he developed a method of artillery fire control which was more accurate than that in use and which was adopted by the French army.In 1925 he joined the motive-power and rolling-stock department of the Paris-Orléans Railway under Chief Mechanical Engineer Maurice Lacoin and was given the task of improving the performance of its main-line 4–6–2 locomotives, most of them compounds. He had already made an intensive study of steam locomotive design and in 1926 introduced his Kylchap exhaust system, based in part on the earlier work of the Finnish engineer Kyläla. Chapelon improved the entrainment of the hot gases in the smokebox by the exhaust steam and so minimized back pressure in the cylinders, increasing the power of a locomotive substantially. He also greatly increased the cross-sectional area of steam passages, used poppet valves instead of piston valves and increased superheating of steam. PO (Paris-Orléans) 4–6–2s rebuilt on these principles from 1929 onwards proved able to haul 800-ton trains, in place of the previous 500-ton trains, and to do so to accelerated schedules with reduced coal consumption. Commencing in 1932, some were converted, at the time of rebuilding, into 4–8–0s to increase adhesive weight for hauling heavy trains over the steeply graded Paris-Toulouse line.Chapelon's principles were quickly adopted on other French railways and elsewhere.H.N. Gresley was particularly influenced by them. After formation of the French National Railways (SNCF) in 1938, Chapelon produced in 1941 a prototype rebuilt PO 2–10–0 freight locomotive as a six-cylinder compound, with four low-pressure cylinders to maximize expansive use of steam and with all cylinders steam-jacketed to minimize heat loss by condensation and radiation. War conditions delayed extended testing until 1948–52. Meanwhile Chapelon had, by rebuilding, produced in 1946 a high-powered, three-cylinder, compound 4–8–4 intended as a stage in development of a proposed range of powerful and thermally efficient steam locomotives for the postwar SNCF: a high-speed 4–6–4 in this range was to run at sustained speeds of 125 mph (200 km/h). However, plans for improved steam locomotives were then overtaken in France by electriflcation and dieselization, though the performance of the 4–8–4, which produced 4,000 hp (3,000 kW) at the drawbar for the first time in Europe, prompted modification of electric locomotives, already on order, to increase their power.Chapelon retired from the SNCF in 1953, but continued to act as a consultant. His principles were incorporated into steam locomotives built in France for export to South America, and even after the energy crisis of 1973 he was consulted on projects to build improved, high-powered steam locomotives for countries with reserves of cheap coal. The eventual fall in oil prices brought these to an end.[br]Bibliography1938, La Locomotive à vapeur, Paris: J.B.Bailière (a comprehensive summary of contemporary knowledge of every function of the locomotive).Further ReadingH.C.B.Rogers, 1972, Chapelon, Genius of French Steam, Shepperton: Ian Allan.1986, "André Chapelon, locomotive engineer: a survey of his work", Transactions of the Newcomen Society 58 (a symposium on Chapelon's work).Obituary, 1978, Railway Engineer (September/October) (makes reference to the technical significance of Chapelon's work).PJGR -
14 Polhem, Christopher
SUBJECT AREA: Mining and extraction technology[br]b. 18 December 1661 Tingstade, Gotland, Sweden d. 1751[br]Swedish engineer and inventor.[br]He was the eldest son of Wolf Christopher Polhamma, a merchant. The father died in 1669 and the son was sent by his stepfather to an uncle in Stockholm who found him a place in the Deutsche Rechenschule. After the death of his uncle, he was forced to find employment, which he did with the Biorenklou family near Uppsala where he eventually became a kind of estate bailiff. It was during this period that he started to work with a lathe, a forge and at carpentry, displaying great technical ability. He realized that without further education he had little chance of making anything of his life, and accordingly, in 1687, he registered at the University of Uppsala where he studied astronomy and mathematics, remaining there for three years. He also repaired two astronomical pendulum clocks as well as the decrepit medieval clock in the cathedral. After a year's work he had this clock running properly: this was his breakthrough. He was summoned to Stockholm where the King awarded him a salary of 500 dalers a year as an encouragement to further efforts. Around this time, one of increasing mechanization and when mining was Sweden's principal industry, Pohlem made a model of a hoist frame for mines and the Mines Authority encouraged him to develop his ideas. In 1693 Polhem completed the Blankstot hoist at the Stora Kopparberg mine, which attracted great interest on the European continent.From 1694 to 1696 Polhem toured factories, mills and mines abroad in Germany, Holland, England and France, studying machinery of all kinds and meeting many foreign engineers. In 1698 he was appointed Director of Mining Engineering in Sweden, and in 1700 he became Master of Construction in the Falu Mine. He installed the Karl XII hoist there, powered by moving beams from a distant water-wheel. His plan of 1697 for all the machinery at the Falu mine to be driven by three large and remote water-wheels was never completed.In 1707 he was invited by the Elector of Hanover to visit the mines in the Harz district, where he successfully explained many of his ideas which were adopted by the local engineers. In 1700, in conjunction with Gabriel Stierncrona, he founded the Stiersunds Bruk at Husby in Southern Dalarna, a factory for the mass production of metal goods in iron, steel and bronze. Simple articles such as pans, trays, bowls, knives, scissors and mirrors were made there, together with the more sophisticated Polhem lock and the Stiersunds clock. Production was based on water power. Gear cutting for the clocks, shaping hammers for plates, file cutting and many other operations were all water powered, as was a roller mill for the sheet metal used in the factory. He also designed textile machinery such as stocking looms and spinning frames and machines for the manufacture of ribbons and other things.In many of his ideas Polhem was in advance of his time and Swedish country society was unable to absorb them. This was largely the reason for the Stiersund project being only a partial success. Polhem, too, was of a disputatious nature, self-opinionated almost to the point of conceit. He was a prolific writer, leaving over 20,000 pages of manuscript notes, drafts, essays on a wide range of subjects, which included building, brick-making, barrels, wheel-making, bell-casting, organ-building, methods of stopping a horse from bolting and a curious tap "to prevent serving maids from sneaking wine from the cask", the construction of ploughs and threshing machines. His major work, Kort Berattelse om de Fornamsta Mechaniska Inventioner (A Brief Account of the Most Famous Inventions), was printed in 1729 and is the main source of knowledge about his technological work. He is also known for his "mechanical alphabet", a collection of some eighty wooden models of mechanisms for educational purposes. It is in the National Museum of Science and Technology in Stockholm.[br]Bibliography1729, Kort Berattelse om de Fornamsta Mechaniska Inventioner (A Brief Account of the Most Famous Inventions).Further Reading1985, Christopher Polhem, 1661–1751, TheSwedish Daedalus' (catalogue of a travelling exhibition from the Swedish Institute in association with the National Museum of Science and Technology), Stockholm.IMcN -
15 Whittle, Sir Frank
SUBJECT AREA: Aerospace[br]b. 1 June 1907 Coventry, England[br]English engineer who developed the first British jet engine.[br]Frank Whittle enlisted in the Royal Air Force (RAF) as an apprentice, and after qualifying as a pilot he developed an interest in the technical aspects of aircraft propulsion. He was convinced that the gas-turbine engine could be adapted for use in aircraft, but he could not convince the Air Ministry, who turned down the proposal. Nevertheless, Whittle applied for a patent for his turbojet engine the following year, 1930. While still in the RAF, he was allowed time to study for a degree at Cambridge University and carry out postgraduate research (1934–7). By 1936 the official attitude had changed, and a company called Power Jets Ltd was set up to develop Whittle's jet engine. On 12 April 1937 the experimental engine was bench-tested. After further development, an official order was placed in March 1938. Whittle's engine had a centrifugal compressor, ten combustion chambers and a turbine to drive the compressor; all the power output came from the jet of hot gases.In 1939 an experimental aircraft was ordered from the Gloster Aircraft Company, the E 28/39, to house the Whittle W1 engine, and this made its first flight on 15 May 1941. A development of the W1 by Rolls-Royce, the Welland, was used to power the twin-engined Gloster Meteor fighter, which saw service with the RAF in 1944. Whittle retired from the RAF in 1948 and became a consultant. From 1977 he lived in the United States. Comparisons between the work of Whittle and Hans von Ohain show that each of the two engineers developed his engine without knowledge of the other's work. Whittle was the first to take out a patent, Ohain achieved the first flight; the Whittle engine and its derivatives, however, played a much greater role in the history of the jet engine.[br]Principal Honours and DistinctionsKnighted 1948. Commander of the Order of the Bath 1947. Order of Merit 1986. FRS 1947. Honorary Fellow of the Royal Aeronautical Society.Bibliography1953, Jet, London (an account not only of his technical problems, but also of the difficulties with civil servants, politicians and commercial organizations).Further ReadingJ.Golley, 1987, Whittle: The True Story, Shrewsbury (this author based his work on Jet, but carried out research, aided by Whittle, to give a fuller account with the benefit of hindsight).JDS
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