INSTITUTO SUPERIOR TECNOLÓGICO NORBERT WIENER
Manual del Alumno ASIGNATURA : Ingles Ingles Técnico écnico Avanzado PROGRAMA: S3C LIMA-PERU
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Manual del Alumno
Índice General Pag N° 1. Vocabulario Vocabulario Tecnico ecnico - Visual Net………..……….. Net………..………........... .................... .................... .................... ...................... ................ ..... 1 2. Vocabulario Vocabulario Tecnico Tecnico – Assembling........... Assembling.................... .................... .................... .................... .................... .................... .................... ........... .. 2 3.
Vocabulario Vocabulario Tecni Tecnico co – Visual Internet............... Internet.......................... .................... .................... .................... .................... .................... ............4 ...4
4. Vocabulario Vocabulario Técnico – !aluaci"n............... !aluaci"n......................... .................... .................... .................... ................... .................... .................... ......... #. Pr$ctica %ali&ica'a............. %ali&ica'a........................ .................... .................... .................... .................... .................... ................... .................... .................... ............... ..... (. Vocabulario Vocabulario Técnico – )ios…………………… )ios………………………………… ………………………… ……………......... .................... .............…. ..….
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*. +ea'ing %om,reension – %on&iguraci"n 'el )ios............... )ios.......................... .................... .................... .................... ........... . .+ea'ing %om,reension - +e'es......... +e'es................... .................... ............ .. ................... .............................. .................... .................... ............./ ../ /. Vocabulario Vocabulario Técnico – !aluaci"n....................... !aluaci"n................................. .................... .................... .................... .................... .................... .......... 10. amen Parcial................................................................................................................... 11. Vocabulario Técnico – areting….................................................................................11 12. Vocabulario Técnico – ales………………………………................. ales………………………………................................ ............................. ................ 13 13. Vocabulario Técnico – Personnel........................... ....................................................... .1# 14. Vocabulario Tecnico – !aluaci"n................................................................................... 1#. Practica %ali&ica'a.......................................................................................................... 1(. Vocabulario Tecnico – A,,lication 5orm...........................................................................1* 1*. 6riting – m,lo7ment %o!ering 8etter.........….................................................................1/ 1. 6riting – %urriculum Vitae.................................................................................................21 1/. amen 5inal .................................................................................................................... 20. amen ustitutorio............................................................................................................ .
_____________________________________________________________________________ _____________________________________________________________________________ Curso: Ingles Tecnico Tecnico A!n"!#o Ciclo: $I
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Manual del Alumno
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1. Vocabulario Técnico – Visual Net How to create a Form In a Windows-based application, the form is the primary element for user interaction. By combining controls and your own actions, you can request information from the user and respond to it.
In Visual tudio.!"#, a form is a window used in your application. When you create a new Windows $pplication pro%ect, Visual tudio.!"# pro&ides a 'esigner &iew that contains a form. #he default form contains the minimum elements used by most forms( a title bar, a control bo), and *inimi+e, *a)imi+e, and lose buttons. rocedure( reating forms. *ost applications require more than one window. ou must add a form to your pro%ect for e&ery window that your application requires. #o add additional forms to your pro%ect( /. If olution ")plorer is not opern, on the View menu, clic0 olution ")plorer. 1. In olution ")plorer, right-clic0 the pro%ect name, point to $dd, and then clic0 $dd Windows Form. 2. In the $dd !ew Item dialog bo), in the !ame bo), type an appropriate name for the form, and then clic0 3pen. How to set Form roperties When you are building the user interface of a Windows-based application, you must set the properties for the ob%ects that you create. ommon form roperties #he following table describes some common form properties that you typically set at design time. roperty 4!ame5
'esscription ets the name of the form in your pro%ect. #his is not the name that is displayed to the user In the caption bar but rather the name that you Will use in your code to reference the form.5 Important( If you change the 4!ame5 property 3f your form, you must set the startup ob%ect for our pro%ect to the new name or the pro%ect will !ot start up correctly.
$cceptButton
ets which button is clic0ed when the user presses #he "!#"6 0ey. !ote( ou must ha&e at least one button on your
'efault setting Form /4Form1, Form2, and so on.
!one
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Manual del Alumno Form to use this property. ancelButton
ets which button is clic0ed when the user presses #he " 0ey. !ote( you must ha&e at least one button on your Form to use this property.
!one
ontrolBo)
'etermines whether a form displays a control bo) In the caption bar. #he control bo) can contain the *inimi+e button, *a)imi+e button, Help button, $nd the lose button.
#rue
FormBordertyle
ontrols the appearance of the border for the form. #his will also affect how the caption bar appears $nd what buttons appear on it.
i+able
*a)imi+eBo)
'etermines whether a form has a *a)imi+e button In the upper right corner of its caption bar.
#rue
*inimi+eBo)
'etermines whether a form has a *inimi+e button In the upper right corner of its caption bar.
tartosition
'etermines the position of a form on the screen When it first appears.
#e)t
ets the te)t displayed in the caption bar of the ontrol.
2.
#rue
Windows 'efault 7ocation Form /4Form1, Form2, and o on.5
Vocabulario Técnico – Assembling
#roubleshooting and orrecting roblems #he ma%ority of floppy dri&e problems are caused primarily by improper dri&e configuration, installation, or operation. 8nfortunately, floppy dri&e configuration and installation is much more complicated than the a&erage technician seems to reali+e. "&en if you had your dri&e 9professionally: installed, it still might ha&e been done incorrectly. Handling the 9hantom 'irectory: 4'is0 hange5 3ne of the most common mista0es people ma0e when installing a dis0 dri&e is incorrectly setting the signals sent by the dri&e on pin 2; of the cable to the controller. $ll dri&es e)cept the 2<=> dri&e must be configured so that a 'is0 hange 4'5 signal is sent along pin 2; to the controller. If you do not enable the ' signal when the system e)pects you to, you might end up with trashed dis0s as a result. For e)ample, a user with dis0 in hand might say to
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Manual del Alumno you, 9*oments ago, this dis0 contained by b y document files, and now it seems as thought though t my entire word processing program dis0 has mysteriously transferred transferred to it. When I attempt to run the programs that now seem to be on this dis0, they crash or loc0 up my sistem.: 3f course, in this case the dis0 has been damaged, and you will ha&e to perform some datareco&ery magic to reco&er the information for the user. ou ou also can obser&e this installation defect manifested in the 9phantom directory: problem. For e)ample, you place a dis0 with files on it in the $ dri&e of your $# $#compatible system and enter the 'I6 'I6 $( $( command. #he dri&e starts starts spinning, the access light on the dri&e comes on, and after a few seconds of acti&ity, acti&ity, the dis0 directory scrolls up the screen. When you loo0 at the directory directory listing that has appeared, you disco&er in ama+ement that it is the same listing as on the first dis0 you remo&ed from the dri&e. 8nderstand that the dis0 you ha&e inserted in the dri&e is in danger. If you write on this dis0 in any way, you will cause the file-allocation tables and root-directory sectors from the first dis04which are stored in your system?s memory5 to be copied o&er to the second dis0, thereby 9blowing away: the information on the second dis0. *ost $#compatible systems with high- or low-density controllers utili+e a floppy dis0 caching system that buffers the F$# F$#s and directories from the floppy dis0 that was last read in system 6$*. Because this data is 0ept in memory, memory, these areas of the dis0 do not ha&e to be reread as frequently. #his system greatly speeds access to the dis0. 3pening the door le&er or pressing the e%ect button on a dri&e normally sends the 'is0 hange signal to the controller, which in turn causes '3 to flush out the floppy cache. #his action causes the ne)t read of the dis0 dri&e to reread the F$ F$# and directory areas. If this signal is not sent, the cache is not flushed when you change a dis0, dis0, and the system acts as though the first dis0 still still is present in the dri&e. Writing Writing to this newly inserted dis0 writes not only the new data but also either a full or partial copy of the first dis0?s F$# F$# and directory areas. $lso, the data is written to what was considered free space on the first dis0, which might not be free on the subsequent dis0 and results in damaged files and data. #his problem has se&eral simple solutions. 3ne is temporary, the other is permanent. For a quic0, temporary solution, press trl-Brea0 or trl- trl- immediately after changing any dis0, to force '3 to manually flush the floppy I@3 buffers. #his method is e)actly how the old @* operating op erating system used to wor0. $fter pressing trl-Brea0 trl-Brea0 or trl-, the ne)t dis0 access rereads the F$# F$# and directory areas of the dis0 and places fresh copies in memory. In other words you must be sure that e&ery time you change a dis0, the buffer gets flushed. Because these commands wor0 only from the '3 prompt, you must not change a dis0 while wor0ing in an application. $ more permanent and correct solution to the problem is simple A %ust correct the dri&e installation. In my e)perience, incorrect installation installation is the root cause of this problem nine out of ten times. 6emember this simple rule ( If a %umper %umper bloc0 is on the dis0 dri&e labeled ', you should install a %umper there. If you are absolutely certain that the installation was correct A for e)ample, the dri&e has wor0ed perfectly for some time, but
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Manual del Alumno then suddenly de&elops this problem A chec0 the following list of items, all of which can pre&ent the 'is0 hange signal from being sent( 'ri&e configurations@etup. *a0e sure that the ' %umper is enabled, chec0 *3 etup. Bad cable. hec0 for continuity on pin 2;. Bad 'is0 hange sensor. lean sensor or replace dri&e and retest. Bad dri&e logic board. 6eplace dri&e and retest. Bad controller. 6eplace controller and retest. Wrong '3 3"* &ersion. #he last of these chec0list items can stump you because the hardware seems to be functioning correctly. $s a rule, you should use only the '3 supplied by the same 3"* as the computer system on the system. For e)ample, use IB* '3 on IB* systems, ompaq '3 on ompaq systems, enith '3 on enith systems, #oshiba '3 on #oshiba systems, #andy '3 on #andy systems, and so on. #his problem is most noticeable with some laptop systems that apparently ha&e a modified floppy controller design, such as some #oshiba laptops. 3n many of these systems, you must use the correct #oshiba, for e)ample, 3"* &ersion of '3. Exercise 1 - Look for Assembling Technical ocabular! an" make a list #ith the $%anish meaning. Exercise 2 – Translate the text aboe.
&.
Vocabulario Técnico – Visual 'nternet.
Windows Forms &s. Web Forms When designing applications that in&ol&e a user interface, you ha&e two choices( Windows Forms and Web Forms. Both ha&e full design-time support in the de&elopment en&ironment and can pro&ide rich user interface and ad&anced application functionality to sol&e business problems. When you ha&e multile options, it is important for you to 0now which option to use when. Windows Forms are used to de&elop applications where the client is e)pected to shoulder a significant amount of the processing burden in an application. #hese include classic des0top applications for the *icrosoft Win21 application programming interface. ")amples include drawing or graphics applications, data-entry systems, point-of-sale systems, and games. $ll of these applications rely on the power of the des0top computer for processing and high-performance content display. $.!"# Web Forms are used to create applications in which the primary user interface is a browser. #his includes applications intended to be a&ailable publicly on the World Wide Web, such as e-commerce application. Windows Forms &s Web Forms
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Manual del Alumno #he following #able pro&ides a comparison of different application criteria and how Windows Forms and WebForms technologies address these criteria. Feature@criterion
Windows Forms
Web Forms
'eployment
$pplications can be downloaded Installed, and run directly on the 8sers? computers without any $lteration of the registry.
Ha&e no client deployment, the client requires only a browser. #he ser&er must Be running *icrosoft.!"# Framewor0. 8pdates to the $pplication are made by 8pdating code on the ser&er.
Craphics
Windows Forms include Craphic 'esign Interface 4C'ID5, which $llows sophisticated graphics #o be used for games and other ")tremely rich graphical "n&ironments.
Interacti&e or dynamic graphics require round trips to the ser&er for updates when used on Web Forms. C'ID can be used on the ser&er to create ustom graphics.
6esponsi&eness
Windows Forms can run "ntirely on the client omputer, they can pro&ide the uic0est response speed for $pplications requiring a high 'egree of interacti&ity.
If you 0now that users will ha&e *icrosoft Internet ")plorer E or later, a Web Forms application can ta0e ad&antage of the browser?s 'ynamic H#*7 4'H#*75 apabilities to create a rich, 6esponsi&e 8I. If users ha&e 3ther browsers, most rocessing 4including 8I6elated tas0s such as Validation5 requires a round #rip to the Web ser&er, which an affect responsi&eness.
latform
Windows Forms require the .!"# Framewor0 to be running on the client computer.
Web Forms require only a browser. 'H#*7-capable Browsers can ta0e ad&antage of e)tra features, but Web Forms can be designed to wor0 With all browsers. #he Web er&er must be running .!"#G Framewor0.
rogramming *odel
Windows Forms are based on a client-side, Win-21 based *essage-pump mode, in which
Web Forms rely on a largely asynchronous, disconnected model, in which components
Manual del Alumno Instances of components are reated, used, and discarded By the de&eloper.
ecurity
are loosely coupled to the application front end. #ypically, application omponents are in&o0ed by H##. #his model may not Be suitable for applications #hat require e)treme #hroughput from the user end 3r for those with high-&olume #ransactions. imilarly, Web Forms applications may not be uitable for database $pplications that require high 7e&els of concurrency control 4for e)ample, pessimistic loc0ing5.
Windows Forms use granularWe Forms allow you to control ermissions in its implementation the identity under which ser&er 3f code access security to application code is e)ecuted. rotect computer resources and $pplications can e)ecute code ensiti&e information. #his by using the identity of the $llows careful e)posure of requesting entity, which is Functionality, while retaining0nown as impersonation. ecurity. $pplications can also dynamically tailor content Based on the requestor?s Identity or role. For e)ample, $ manager could recei&e $ccess to a site or to content #hat requires a higher le&el of ecurity than someone with 7esser credentials.
(. Vocabulario Técnico – Ealuaci)n *. +r,ctica alifica"a
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Manual del Alumno
urso( Ingls #cnico $&an+ado iclo( VI
. Vocabulario Técnico – /ios
*anaging and 8pdating our Bios 8popn First 8se of the omputer ystem It is recommended that you sa&e a copy of the original motherboard Bios along with a Flash *emory Writer utility 4$F7$H."J"5 to a bootable floppy dis0 in case you need to reinstall the Bios later. $F7$H."J" is a Flash *emory Writer utility that updates the Bios by uploading a new Bios file to the programmable Flash 63* on the motherboard. #his file wor0s only in '3 mode. #o determine the Bios &ersion of your motherboard, chec0 the last four numbers of the code displayed on the upper left-hand corner of your screen during bootup. 7arger numbers represent a newer Bios File.
#ype F36*$# $(@ at the '3 prompt to create a bootable system floppy dis0. 'o not copy $8#3"J".B$# < 3!FIC. to the dis0. #ype 3 '(@$F7$H@$F7$H."J" $( 4assuming ' is your '- 63* dri&e5 to copy $F7$H."J" to the %ust created boot dis0. !ote( $F7$H wor0s only in '3 mode. It will not wor0 with '3 prompt in Windows and will not wor0 with certain memory dri&ers that may loaded when you boot from your hard dri&e. It is recommewnded that you reboot using a floppy. 6eboot your computer from the floppy dis0. !ote( Bios setup must specify 9Floppy: as the first item in the boot sequence. In '3 mode, type $(@$F7$H K"nterL to run $F7$H. Important( If you un0nown is displayed after Flash *emory, the memory chip is either not programmable or is not supported by the $I BI3 and therefore, cannot e programmed by the Flash *emory Writer utility.
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Manual del Alumno
elect /. a&e urrent Bios to File from the *ain menu and press K"nter L. the a&e urrent Bios to File screen appears.
#ype a filename and the path, for e)ample, $(@JJJ-JJ.JJJ and then press K"nterL.
Bios etup rogram #his motherboard supports a programmable ""63* that can be updated using the pro&ided utility. #he utility is used if you are instlling a motherboard, reconfiguring your system, or prompted to 96un etup:. #his section describes how to configure your system using this utility. "&en if you are not prompted to use the etup program, at some time in the future you may want to change the configuration of your computer. For e)ample, you may want to enable the ecurity asswrord Feature or ma0e changes to the power management settings. It will thebn be necessary to reconfigure your system using the BI3 etup program so that the computer can recogni+e these changes and record them in the *3 6$$* of the ""63*. 0. . ea"ing om%rehension – /ios onfiguration
I@3 'e&ice onfiguration 3nboard F' wap $ M B 4!o wap5 #his field allows you to re&erse the hardware dri&e letter assignments of your floppy dis0 dri&es. onfiguration options( 4!o wap5 4wap $B5. Floppy 'is0 $ccess ontrol 46@W5 When set to 46ead 3nly5, this field protects files from being copied to floppy dis0s by allowing reads from the floppy dis0 dri&e but not writes. #he setup default 46@W5 allows both reads and writes. onfiguration options( 46@W5 46ead 3nly5. 3nboard erial ort / 42FNH@I6;5, 3nboard erial ort 1 41FNH@I625 #hese fields allow you to set the addresses for the onboard serial connectors. erial ort / and erial ort 1 must ha&e different addresses. onfiguration options( 42FNH@I6;5 41FNH@I625 42"NH@I6; 5 41"NH@I6/=5 4'isabled5 I onfiguration lot / I6, lot 1 I6, lot 2@< I6, lot ;@E I6 4$uto5 #hese fields set how I6 use is determined for each I slot. #he default setting for each field is 4$uto5, which uses auto-routing to determine I6 use. onfiguration options( 4$uto5 4!$5 425 4;5 4E5 45 4O5 4/=5 4//5 4/15 4/;5 4/E5.
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Manual del Alumno I@VC$ alette noop 4'isabled5 ome nonstandard VC$ cards, such as graphics accelerators or *" Video ards, may not show colors properly. #he setting 4"nabled5 should correct this problem. 3therwise, lea&e this on the default setting of 4'isabled5. onfiguration options( 4'isabled5 4"nabled5 I 7atency #imer 4215 7ea&e on default setting for best performance &s. stability. *BI3 I BI3 4$uto5 4$uto5 allows the motherboard?s Bios to detect whether you ha&e a ymbios I card. If the ymbios I card is detected, the motherboard?s ymbios Bios will be enabled, if no ymbios I card is detected, the onboard ymbios I Bios will be disabled. 4'isabled5 will disable the motherboard?s ymbios I Bios so that the Bios on an e)ternal ymbios I card can be used. If your ymbios I card does not ha&e a Bios, the ymbios I card will not function. onfiguration options( 4$uto5 4'isabled5. ourse( Ingls #cnico $&an+ado iclo( VI
O 0. ea"ing om%rehension - e"es
7an #echnology haracteristics *ost data traffic in e)isting ustomer remises !etwor0s is sent o&er 7ocal $rea !etwor0s 47$!s5, such as "thernet@""" N=1.2 and I""" N=1.E networ0s. #he ser&ices pro&ided by today?s 7$!s differ from those of $#*.
#he messages may be characteri+ed as connectionless, &ersus the connectionoriented approach of $#*. Broadcast and multicast are easily accomplished through the shared medium of a 7$!. 7$! *$ addresses, based on manufacturing serial numbers, are independent of the networ0 topology.
#he need for 7$! "mulation In order to use the &ast base of e)isting 7$! application software, it is necessary to define an $#* ser&ice, herein called 97$! "mulation:, that emulates ser&ices of e)isting 7$!s across an $#* networ0 and can be supported &ia a software layer in end systems. Indeed, if such a 7$! "mulation ser&ices is pro&ided for an $#* networ0, then end systems 4e.g. wor0stations, ser&ers, bridges, etc.5 can connect to the $#* networ0 while the software application interact as if they are attached to a traditional 7$!. $lso, this ser&ices will support interconnection of $#* networ0s with traditional 7$!s by means of today?s bridging methods. #his will allow interoperability between software applications residing on $#*-attached end systems and on traditional 7$! end systems. #he 7$! "mulation
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Manual del Alumno ser&ice will be important to the acceptance of $#*, since it pro&ides a simple and easy means for running e)isting 7$! applications in the $#* en&ironment. 7$!-pecific haracteristics to be "mulated onnectionless er&ices 7$! stations today are able to send data without pre&iously establishing connections. 7$! "mulation pro&ides the appearance of such a connectionless ser&ice to the participating end systems. *ulticast er&ices #he 7$! emulation ser&ice supports the use of multicast *$ addresses 4e.g. broadcast, group, or functional *$ addresses5. #he need for a multicast ser&ice for 7$! "mulation comes from classical 7$!s where end stations share the same media. !ote that supporting broadcast@multicast traffic does not necessarily mean that all messages addressed to a multicast *$ address must be distributed to e&ery station. $ large number of today?s 7$! protocols use broadcast or multicast messages. $ ser&ice could be established to intercept these messages and forward them directly to their designations instead of broadcasting them to e&ery station. $ simpler alternati&e would be to forward multicast messages to all stations and then rely upon filtering in those stations, as is done in e)isting 7$!s. #his simpler approach is adopted in 7$! "mulation. Interconnection With ")isting 7$!s #he 7$! emulation ser&ice pro&ides not only connecti&ity between $#*- attached end systems, but also connecti&ity with 7$!-attached stations. #his includes connecti&ity both from $#* stations to 7$! stations as well as 7$! stations to 7$! stations across $#*. *$ layer 7$! "mulation is defined in such a way that e)isting bridging methods can be employed, as they are defined today. !ote, that bridging methods include both #ransparent Bridging and ource 6outing Bridging. 'escription of 7$! "mulation er&ice Basic oncepts. 7$! "mulation enables the implementation of emulated 7$!s o&er an $#* networ0. $n emulated 7$! pro&ides communication of uNser data frames among all its users, similar to a physical 7$!. 3ne or more emulated 7$!s could run on the same $#* networ0. Howe&er, each of the emulated 7$!s is independent of the others and users cannot communicate directly across emulated 7$! boundaries. !ote, that communication between emulated 7$!s is possible only through routers or bridges 4possibly5 implemented in the same end station5. "ach emulated 7$! is composed of a set of 7$! "mulation lients 47" lients, or 7"s5 and a single 7$! "mulation er&ices 47" er&ice5. "ach emulated 7$! is one of two types. "thernet@I""" N=1.2 #o0en 6ing@I""" N=1.E 7$! "mulation may be used in one of the two configurations "nd tations 4e.g. or wor0stations5 Intermediate ystems 4e.g. Bridges or 7$! switches5
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Manual del Alumno 7$! "mulation in Bridges and 7$! witches 7$! "mulation is used in the intermediate systems li0e Bridges and 7$! switches to enable physical "thernet or #o0en 6ing segments to interconnect with each other and with end stations across the $#* networ0. #hese de&ices can be thought of as a special 0ind of an end station which represents a number of *$ addresses A the *$ addresses of the stations attached to the 7$! segment. #he Bridges and 7$! witches conceptually perform the actions of transferring the frames from one segment to the other according to the frame destination *$ address or the route information in the frame. When a physical 7$! segment is to be connected to the $#* emulated 7$! the Bridge with two interfaces A $#* emulation and tandard 7$! interface A is required. #he Bridge then recei&es the frames from the physical 7$! and applies standard logic to decide whether to forward the frame.
3. Vocabulario Técnico - Ealuaci)n
14. Examen +arcial.
urso( Ingls #cnico $&an+ado iclo( VI // 11. Vocabulario Técnico – 5arketing
#he terms mar0et and mar0eting can ha&e se&eral meanings depending upon how they are used. #he term stoc0 mar0et refers to the buying and selling of shares in corporations as well as other acti&ities related to stoc0 trading and pricing. #he important world stoc0 mar0ets are in 7ondon, Cene&a, !ew or0, #o0yo, and ingapore. $nother type of mar0et is a grocery mar0et. Which is a place where people purchase food. When economists use the word mar0et they mean a set of forces or conditions that determine the price of a product, such as the supply a&ailable for sale and the demand for it by consumers. #he term mar0eting in business includes all of these meanings and more. In the past, the concept of mar0eting emphasi+ed sales. #he producer or manufacturer made a product he wanted to sell. *ar0eting was the tas0 of figuring out how to sell the product he wanted to sell. *ar0eting was the tas0 of figuring out how to sell the product. Basically, selling the product would be accomplished by sales promotion, which included ad&ertising and personal selling. In addition to sales promotion, mar0eting also in&ol&ed the physical distribution of the product to the places where it was actually sold. 'istribution consisted of transportation, storage, and related ser&ices such as financing, standardi+ation and grading, and the related ris0s.
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Manual del Alumno #he modern mar0eting concept encompasses all of the acti&ities mentioned, but it is based on a different set of principles. It subscribes to the notion that production can be economically %ustified only by consumption. In other words, goods should be produced only if they can be sold. #herefore, the producer should consider who is going to buy the product A or what the mar0et for the product is A before production begins. #his is &ery different from ma0ing a product and then thin0ing about how to sell it. *ar0eting now in&ol&es first deciding what the customer wants, and designing and producing a product that satisfies these wants at a profit to the company. Instead of concentrating solely on production, the company must consider the desires of the consumer, and this is much more difficult since it in&ol&es human beha&ior. roduction, on the other hand, is mostly an engineering problem. #hus, demand and mar0et forces are still an important aspect of modern mar0eting, but they are considered prior to the production process. Because products are often mar0eted internationally, distribution has increased in importance. Coods must be at the place where the customer needs them or brought there. #his is 0nown as place utility, it adds &alue to a product. Howe&er, many mar0ets are separated from the place of production, which means that often both raw materials and finished products must be transported to the points where they are needed. 6aw materials requiring little or no special treatment can be transported by rail, ship, or barge at low cost. 7arge quantities of raw materials tra&el as bul0 freight, but finished products that often require special treatment, such as refrigeration or careful handling, are usually transported by truc0. #his merchandise freight is usually smaller in &olume and requires quic0er deli&ery. *erchandise freight is a term for the transportation of manufactured goods. $long all points of the distribution channel &arious amounts of storage are required. #he time and manner of such storage depends upon the type of product. In&entories of this stored merchandise often need to be financed. *odern mar0eting is therefore a coordinated system f many business acti&ities, but basically it in&ol&es four things( /5 selling the correct product at the proper place, 15 selling it at a price determined by demand, 25 satisfying a customer?s need and wants, and ;5 producing a profit for the company. Ans#er the follo#ing 6uestions about %aragra%hs *7 7 an" 0.
What acti&ity of mar0eting deals with the need for goods to be at the place where customers can use themP How does distribution add to the &alue of the productP 7ist three characteristics of bul0 freight transport. What type of freight is best suited for bul0 transportP
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Manual del Alumno
How does the cost of rail freight compare with truc0 freightP Is financing more important for finished products than for raw materialsP WhyP Why do you thin0 finished products require faster transport than raw materialsP
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/2 12. Vocabulario Técnico – $ales
romotion is the aspect of mar0eting concerned with increasing sales. *ar0eting must be considered in ma0ing production decisions, and promotion must be considered in the o&erall mar0eting process. romotion attempts to persuade and influence the customer?s attitude in &arious ways. It is oriented toward producing a customer for the product rather than a product for the customer. "conomists belie&e price should be determined by supply and demand. romotion attempts to increase demand for a product and thereby increase sales. It wants to ma0e the demand for a product inelastic 4unchangeable5 when prices increase and elastic when prices decrease. In other words, through promotion, companies try to 0eep demand and sales constant when prices increase. #hey do not want an increase in the price of their product to result in lower sales, instead they want demand for the product to increase, hoping that an increase in sales &olume will offset 4balance5 the decrease in price.
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Manual del Alumno #hree main promotional acti&ities are ad&ertising, personal selling, and sales promotion. $d&ertising is a nonpersonal presentation of goods, ser&ices, or ideas aimed at a mass audience. It is particularly suited for products that are widely distributed, such as con&enience goods. #here are se&eral methods of ad&ertising and se&eral media. #he method selected depends upon the product , the distribution of the mar0et, and the type of information which the company wishes to con&ey 4communicate5 about its product. For e)ample, tele&ision ad&ertising reaches a large audience. It has the ad&antage of appealing to the emotions of the audience through the senses of sight and sound. #ele&ision ad&ertisements are e)pensi&e to produce and must be repeated thousands of times in order to %ustify the cost of production. !ewspaper ad&ertisements, on the other hand, can appear on a particular day in a particular geographic area. $ newspaper ad&ertisement can contain a lot of written detail that appeals to the logic of the reader. It e)plains why he should purchase a particular product or ser&ice. In general, ad&ertising wor0s best when the demand for a product is increasing. It also wor0s well when there are real differences between two or more similar products such as the different types of cars. 8sing ad&ertising, a company can emphasi+e the differences between its product and that of the competition. #he purpose of ad&ertising is to communicate information that con&inces a customer to buy a specific product. ersonal selling in&ol&es a salesperson trying to con&ince customers directly to buy a product. ersonal selling is &ery effecti&e when there is a concentrated mar0et for a product A in other words, the product is not for general consumption by the public. For e)ample, airplanes are purchased only by airlines, not by the general public. #here would be little point in ad&ertising them on tele&ision. #he same is true for many industrial goods. $ sales representati&e usually gets a commission. If the product has a high unit &alue, in other words each indi&idual item is &ery e)pensi&e, the cost of the product %ustifies the commission paid to the sales representati&e for his or her wor0. If the product must be indi&idually tailored to 4designed for5 the purchaser, the salesperson must be able to sell e)actly what the customer needs. ales staff are also needed to demonstrate a product. #his is particularly important for new products which may be unfamiliar to the customer. Finally personal selling is necessary when there is negotiation about the price of the product, for e)ample, when a trade-in is in&ol&ed. ales promotion in&ol&es se&eral acti&ities. It is becoming increasingly important in the self-ser&ice en&ironment where there is often no sales staff. ales promotion acti&ities are of two types( information and stimulation. ")amples of information promotion are a pamphlet or boo0let bout the product, a demonstration, mar0et research information telling about the nature of the customers, and dealer training and managerial ad&ice from producers. timulation promotion can be accomplished by the distribution of free samples, reduced price promotions, premiums, and coupons. $ premium is something that the customer recei&es as a bonus when he purchases a product. For e)ample, a customer purchasing a ra+or might recei&e a free pac0age of ra+or blades. $ coupon is a certificate which entitles the customer to purchase the product at a reduced price. ales promotions also in&ol&e displays of the products. 'isplays can increase sales as well. $ customer might ma0e a decision to buy a particular product li0e a con&enience item simply on the basis of a display that ma0es the item easy to see and reach.
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Manual del Alumno Basically there are two ways to increase sales of products( find new mar0ets and increase mar0et share. $ company see0ing anew mar0ets can e)pand its geographical sales area or try to sell its products to a different segment of the population. In this case promotion may in&ol&e increased ad&ertising to spread information about the product. ersonal selling at the wholesale le&el can encourage additional retailers to carry the product. $ different mar0et situation requires a different method of promotion. When a mar0et is saturated, it means that there are no new customers to be found. $ company then needs to lure 4attract5 customers from the competition and gain a greater share of the total mar0et. #o increase mar0et share, the mar0eting department of a company must design a total program of promotion for a particular product. uch a program may in&ol&e increased ad&ertising to remind the customer of the name of the product. In ad&ertising the company will also emphasi+e the superiority of its product by comparing it with the competition?s product. $ program to increase mar0et share may also include con&incing a retailer to allow more shelf space 4display area5 in the store for the product. ales promotions may include contest, coupons, and price discounting. Increasing mar0et share in&ol&es more stimulation of the buyer?s emotions than does finding new mar0ets where simply furnishing information about the product may increase sales. Ans#er the follo#ing 6uestions about %aragra%hs 27 &7 an" (. Who should recei&e the ad&ertiser?s messageP Why are tele&ision ad&ertisements repeated so oftenP Which medium appeals through sight and soundP Who does personal selling Who should recei&e the ad&ertiser?s messageP Ans#er the follo#ing 6uestions about %aragra%hs (7 *7 7 an" . Why is ad&ertising probably not effecti&e for the sale of industrial goodsP What is one difference between sales promotion and personal sellingP Which sales promotional acti&ity is similar to personal sellingP How might ad&ertising help increase mar0et shareP How should a company decide which promotional acti&ities to useP
/E 1&. Vocabulario Técnico – +ersonnel #he Importance and 6ole of the ersonnel 'epartment
ersonnel refers to all the people who wor0 for a firm. *ost large companies ha&e special personnel departments which are responsible for employer-employee relations. #he personnel department is a staff department, which means that it is not directly in&ol&ed with production, but that it pro&ides a ser&ice to the managers. #he most important ser&ices which the personnel department pro&ides are recruiting, that is, finding new wor0ers or managers for the company, deciding which aplicants are most suitable for
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Manual del Alumno employment by the firm, and de&eloping and implementing personnel policies and procedures for the benefit of the company as well as the employees. *ost businesses continually need to recruit good personnel to replace wor0ers who retire or quit and to fill new %obs created when the company e)pands 4grows5. $fter management has determined 4decided on5 the goals of the company and the positions needed, the personnel department must find qualified people to fill those positions. 'epending upon management policy and the nature of the position, recruiting may be done internally or e)ternally. Internal recruitment means that the person chosen for the position is selected from the current employees of the company. #his is either by promotion or transfer. romotion means an employee recei&es a %ob with more authority and responsibility than his present %ob. He employee usually e)pects to recei&e an increase in salary along with the new position. $ transfer refers to a %ob or department change for a wor0er. $ transfer without promotion is a lateral transfer. It may in&ol&e different wor0ing conditions or different hours. ompanies that recruit internally often promote internally, which means that the managers ha&e wor0ed their way up from lower positions. It may also mean that the company may hire new employees only at lower positions. ")ternal recruitment means that the company is loo0ing for new employees from outside the firm. $ll companies do some type of e)ternal recruitment. If they are loo0ing for employees with special training or education, they will often recruit at uni&ersity capuses. #hey ma0e arrangements with the placement office at the campus to inter&iew graduating students. ometimes they are see0ing top le&el managers who they will recruit from other firms, often from their competitors. 3ther methods of recruiting in&ol&e the use of ad&ertising in newspapers and professional publications, and e&en paying a fee or commission to an e)ecuti&e placement ser&ice. *ost recruiting in&ol&es a %ob announcement containing a desciption of the %ob. #he personnel department produces a formal %ob description. If the firm is not well 0nown, the %ob description may begin with some basic information about the company and its products. #his is usually followed by the title of the position the company wants to fill, for e)ample, enior 'esign "ngineer or Vice resident in harge of Finance. #hen the duties and responsibilities of the %ob are gi&en, as well as where that position fits in the organi+ational chart 4plan5 4that is, who the person reports to and who the person super&ises5. !e)t appear the qualifications for the %ob, such as the professional training or s0ils needed. #he salary and fringe benefits 4e)tra items such as insurance or a retirement fund5 paid for by the company should also be mentioned. Finally, the %ob description will tell the applicant e)actly what to do if he is interested in the position. #he personnel department should ha&e a method for choosing the best candidate from among the applicants for the position. In some companies this may in&ol&e testing prospecti&e employees. i&il ser&ice or go&ernment %obs often require applicants to compete with each other on written tests. #hose applicants with the highest scores are selected for an inter&iew. 3ther companies may assign points for certain items on the application form, such as e)perience or education. #hey may then total the points and select the applicants with the highest totals. $fter the applications ha&e been e&aluated, the
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Manual del Alumno best qualified applicants are in&ited to an inter&iew. In the inter&iew the applicant?s personality and ability to wor0 with others may be %udged. ome people feel the most important function 4%ob5 of the personnel department is the de&elopment of personnel policies. For efficiency and fairness, a company should ha&e a specific formal written procedure for dealing with its employees. 3therwise, decisions must be made on a case by case basis, and this could ad&ersely 4unfa&orably5 affect employee morale. #hese procedures should state wor0ing conditions, salary scale, and fringe benefits such as paid &acation, paid sic0 lea&e, group insurance, pension or retirement plan A all things recei&ed in addition to pay. art of the policy may also include a procedure for notifying employees of openings 4new %obs5 or promotional oportunities. In addition, there is often a procedure for handling grie&ances 4complaints5, which an employee can use if he feels that he has been treated unfairly by the employer. $ll of these items may be part of a union contract between the employer and the employees who are members of a union 4an organi+ation that loo0s after the interest of the wor0ers5. Ans#er the follo#ing 6uestions about %aragra%hs * an" . 8use !our o#n #or"s9 What two methods do employers use to select applicants for an inter&iewP What can inter&iews re&eal about the applicantsP What is a prospecti&e employeeP Besides recruiting and choosing new wor0ers, what is another important function of thpersonnel departmentP Why does a company need to ha&e a policy which is written downP What could be the result of not ha&ing an established policyP What are fringe benefitsP 8nder what conditions are there grie&ancesP What is one function of a unionP
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/ 1(. Vocabulario Técnico – Ealuaci)n 1*. +r,ctica alifica"a 1. Vocabulario Técnico – A%%lication :orm
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Manual del Alumno
$pplicant A a person who is see0ing a %ob and has ta0en some specifric action to get the %ob. 'uty A the obligation or responsibility of a %ob "mployee A a person who wor0s for another, usually for pay. "mployer A a person or company that pro&ides wor0. "&aluate A to measure an applicant?s qualifications. ")perience A ability acquired through practice of a s0ill, craft, or %ob. Fringe benefit A what is recei&ed in addition to salary. Crie&ance A a reason to complain about treatment or an in%ustice. Inter&iew A a face to face meeting and question and answer session with the person who ma0es hiring decisions. ersonnel A all the people who wor0 for a company. romotion A change of %obs to one with more authority and responsibility, and usually an increase in salary. ualify A ha&e the necessary abilities and s0ills for a %ob. 6ecruit A to find new wor0ers for a company or a position. alary A amount of money paid regularly for wor0. uitable A able to be used for a specific purpose. #raining A a program of learning a specific s0ill. #ransfer A a change of %obs from one di&ision of a company to another without an increase in responsibility, authority or salary.
$*7" 3F I#"* 3! $ Q3B $7I$#I3! A $pplication for "mployment #o our applicants( lease answer all questions completely. #he more we 0now about your qualifications, abilities and e)perience, the better we will be able to offer you positions suitable to you. If you need help to complete this application, please request assistance from a member of this office. We will be pleased to ser&e you. !ame RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR#oday?s dateRRRRRRRRRRRRR 7ast First *iddle initial resent addressRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR !o. treet ity ountry #el !o.RRRRRRRRRRRRRRHow long ha&e you li&ed at abo&e addressPRRRRRRRRRRRRRRRR I' !o.RRRRRRRRRRRRRR How long did you re&ious addressRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRli&e therePRRRRRRRRRRRRR erson to be notified in case of $ccident or emergencyPRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR !ame $ddress #elephone !o. osition4s5 applied forRRRRRRRRRRRRRRRRRRRRRRR6ate of pay e)pected SRRRRRRRRRRRRR
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Manual del Alumno If your application is considered fa&orably, on what date will you be a&ailable for wor0P RRRRRRRRRRRRRRRRRRR How or whom were you referred to this enterprisePRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR pecific days and hours Would you wor0 full-timePRRRRRRRRRRRpart-timePRRRRRRRRRRRRif part-timeRRRRRRRRRR Were you pre&iously employed by usPRRRRRRRRRRRRRRRIf yes, whenPRRRRRRRRRRRRRRRR >nowledge@0ills@$bilities chool $ttended Qr High chool
!ame and 7ocation
'ate
ourse of study
!ame( ity(
High chool
!ame( ity(
Institute
!ame( ity(
Qr ollege
!ame( ity(
8ni&ersity
!ame( ity(
3ther
!ame( ity(
'escribe 0nowledge, s0ills, or abilities gained in your studies which relate to the %ob4s5 for which you are applyingRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR "mployment@")perience lease list all %obs and acti&ities for the past fi&e years or since attending schoool as a fulltime student. Include part-time employmehnt and self-employment. Include e)perience gained doing &olunteer wor0 or community ser&ice wor0. 7ist the most recent employment and acti&ities first. !ame of employer
our %ob title
$ddress of employer
'esscribe wor0 you performed
ity
ountry
uper&isor?s !ame and Qob #itle
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Manual del Alumno 'ate tarted
'ate ended
'uration
ay
6eason for 7ea&ing
r. *o.
!ame of employer
our %ob title
$ddress of employer
'escribe wor0 you performed
ity
ountry
uper&isor?s !ame and Qob title 'ate tarted
'ate ended
'uration
ay
6eason for 7ea&ing
r. *o.
1. ;riting – Em%lo!ment oering Letter resentation and tructure #he layout of business letters often &aries slightly from company to company.
oints to !ote *ost company notepaper is headed. Howe&er, if you are writing on unheaded paper, put your adress 4but not your name5 I the top right-hand corner. #he address of the company you are writing to should appear on the left so that it can be seen through an en&elope with a window. If you are writing to a specific indi&idual I the company, his@her name and position goes abo&e the address. 'ate can cause some confusion. 1@2@=1 means Tthe second of *arch? in "nglish letters, but TFebruary third? in $merican ones. onfusion can be a&oided by writing dates as follows( 1 *arch 4or *arch 1 in the 8$5 1==1. #he names of the months should not be abbre&iated in formal letters. When you recei&e a business letter, there is usually a reference nmber at the top following the words 3ur ref. #his is designed to help the sender to file related correspondence, and you should quote this reference when you reply. If you do not 0now the name of the person you are writing to, or you are not sure if you are writing to a man or woman, you should begin 9'ear ir or *adam: 4Centlemen( in the 8$5 and end ours faithfully 4ours truly in the 8$5. If you 0now the person?s last name begin 4for e)ample5 'ear *rs. Qones and end ours sincerely. If the person is more of a friend, begin 4for e)ample5 'ear eter, and end Best wishes. In opening and closing salutations and in addresses, it is common not to use full stops and commas. 6efer to men as *r. 6efer to women as *s., unless in pre&ious correspondence from them they ha&e indicated that they use the title *rs. 4for married women5 or *iss 4for unmarried women5. Women will often indicate their preferred title by
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Manual del Alumno
writing it in brac0ets after their signature, for e)ample( atherine Honey 4*rs.5. *ost correspondents will assume you are a man unless told otherwise, so if you sign a letter H. Qones, most people will reply beginning 'ear *r. Qones. When you sign your name, it is common practice to type it out as well and to put your position in the company below it. If someone in a company signs a letter on behalf of someone else, the initials p.p. 4per pro5 should be used before the name to indicate this. If something is being sent with a letter, "nc. 3r "ncl. 4enclosure5 should appear in the bottom left-hand corner of the page. tate your message clarly, concisely, and politely.
Cuidelines for writing a letter of application. Introduction tate how you learned of the post4saw it in the newspaper, or other5, and o specify clarly the %ob you are applying for.
ersonal Information Full name, age, marital status, main interests. o
"ducation chools, Institutes, olleges, 8ni&ersity 'egrees and ourses. o
")perience Identify post, enterprise, period of time, responsibilities. o
6eferences If rrequested. o
5o"el A%%lication Letter
Qune /, 1==1
*r. 'ean 6ogers ersonnel *anager anberra
'ear ir, I read your ad&ertisement in #H" 6I*" !"W of Qune /, for the position of ystems rogrammer, and I am interested in applying for the post. I am twenty-three years old and single. I?m good at languages. I spea0 Italian, panish and a little Cerman and practice sports.
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Manual del Alumno $fter I left school I studied omputer cience for three years at !orbert Wiener Institute and obtained my diploma. #wo years ago, I got my first %ob at CC *erchant Ban0 where I gained e)perience of speciali+ed programming for the financial sector. I am familiar with @8!IJ, 7$!@W$! technology, and relational databases. I en%oy my wor0, but I do not use foreign languages and feel that the possibilities of ma0ing progress in my career are limited. I belie&e that the line of business in your company offers perspecti&es that better match my training and e)pectations. I hope you will consider me for an inter&iew. ours faithfully, 'a&id *anning
10. ;riting - urriculum Vitae
#he urriculum Vitae is a written account of a person?s education and employment history. #he information contained must be brief but as complete as possible. #he different parts of a V are usually organi+ed as follows(
Heading - !ame, address, hone !o. Fa) !o. 3ptional( 3ther personal information( *arital status, nationality, birth 'ate. "ducation - tudies, 'egrees, ourses, including dates 4most recent first5 Wor0 ")perience - Information about %obs( titles, duties, dates 4most recent first5. $dditional Information ( 3ptiontal A pecial s0ills, 7anguages, Interests, and hobbies, 6eferences.
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( omputing ourse for the $d&anced 7earner ( omputer ourse( Visual.!et ( Windows for IB*. $ccounting
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Manual del Alumno /OO/
( lar0 Institute. $dministration and 3ffice Wor0
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( rogrammer to the ")port 'epartment in 7ester M 7ester Inc. I had to deal with ban0ing and online information ser&ices that Has gi&en me the necessary commercial and technical awareness #o be able to ma0e a &aluable contribution to the systems 'e&elopment programme of clients. ( #rainee ystems rogrammer for 'ata International, enterprise ( in the 8nited tates.
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7anguages Interests 6eferences
( Fluent in panish, Italian, "nglish ( #ra&elling ( *rs. *ary $nne Qones 41/1 N<5 *r. 6ichard Burns 4121 EE<;5
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