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    INSTITUTO SUPERIOR TECNOLGICONORBERT WIENER

    Manual del Alumno

    ASIGNATURA: Ingles TcnicoAvanzado

    PROGRAMA: S3C

    LIMA-PERU

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    ndice General

    Pag N1. Vocabulario Tecnico - Visual Net............................................................ 1

    2. Vocabulario Tecnico Assembling.................................................................................. 2

    3. Vocabulario Tecnico Visual Internet..............................................................................4

    4. Vocabulario Tcnico !aluaci"n....................................................................................

    #. Pr$ctica %ali&ica'a............................................................................................................

    (. Vocabulario Tcnico )ios....................... *

    *. +ea'ing %om,reension %on&iguraci"n 'el )ios........................................................

    . .+ea'ing %om,reension - +e'es............................... ..................................................../

    /. Vocabulario Tcnico !aluaci"n...................................................................................

    10. amen Parcial...................................................................................................................

    11. Vocabulario Tcnico areting.................................................................................11

    12. Vocabulario Tcnico ales............................................... 13

    13. Vocabulario Tcnico 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 A!n"!#oCiclo: $I

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    1

    1. Vocabulario Tcnico Visual Net

    How to create a FormIn a Windows-based application, the form is the primary element for user interaction. Bycombining controls and your own actions, you can request information from the user andrespond to it.

    In Visual tudio.!"#, a form is a window used in your application. When you create anew Windows $pplication pro%ect, Visual tudio.!"# pro&ides a 'esigner &iew thatcontains a form. #he default form contains the minimum elements used by most forms( atitle 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 fore&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 theproperties for the ob%ects that you create.

    ommon form roperties#he following table describes some common form properties that you typically set atdesign time.

    roperty 'esscription 'efault setting4!ame5 ets the name of the form in your pro%ect. Form /4Form1,

    #his is not the name that is displayed to the user Form2, and soIn the caption bar but rather the name that you on.

    Will use in your code to reference the form.5Important( If you change the 4!ame5 property3f your form, you must set the startup ob%ect forour 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 !one#he "!#"6 0ey.!ote( ou must ha&e at least one button on your

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    Form to use this property.

    ancelButton ets which button is clic0ed when the user presses !one#he " 0ey.!ote( you must ha&e at least one button on your

    Form to use this property.

    ontrolBo) 'etermines whether a form displays a control bo) #rueIn the caption bar. #he control bo) can contain the*inimi+e button, *a)imi+e button, Help button,$nd the lose button.

    FormBordertyle ontrols the appearance of the border for the form. i+able#his will also affect how the caption bar appears$nd what buttons appear on it.

    *a)imi+eBo) 'etermines whether a form has a *a)imi+e button #rueIn the upper right corner of its caption bar.

    *inimi+eBo) 'etermines whether a form has a *inimi+e button #rueIn the upper right corner of its caption bar.

    tartosition 'etermines the position of a form on the screen WindowsWhen it first appears. 'efault

    7ocation

    #e)t ets the te)t displayed in the caption bar of the Form /4Form1,

    ontrol. Form2, ando on.5

    2. Vocabulario Tcnico 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 andinstallation is much more complicated than the a&erage technician seems to reali+e. "&enif you had your dri&e 9professionally: installed, it still might ha&e been done incorrectly.

    Handling the 9hantom 'irectory: 4'is0 hange53ne 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. $lldri&es e)cept the 2 dri&e must be configured so that a 'is0 hange 4'5 signal is sentalong pin 2; to the controller.

    If you do not enable the ' signal when the system e)pects you to, you might endup with trashed dis0s as a result. For e)ample, a user with dis0 in hand might say to

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    you, 9*oments ago, this dis0 contained by document files, and now it seems as thoughtmy entire word processing program dis0 has mysteriously transferred to it. When I attemptto run the programs that now seem to be on this dis0, they crash or loc0 up my sistem.: 3fcourse, in this case the dis0 has been damaged, and you will ha&e to perform some data-reco&ery magic to reco&er the information for the user.

    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 $( command. #he dri&e starts spinning, the accesslight on the dri&e comes on, and after a few seconds of acti&ity, the dis0 directory scrollsup the screen. When you loo0 at the directory listing that has appeared, you disco&er inama+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 onthis dis0 in any way, you will cause the file-allocation tables and root-directory sectorsfrom 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 $#-compatible systems with high- or low-density controllers utili+e a floppy dis0 cachingsystem that buffers the F$#s and directories from the floppy dis0 that was last read insystem 6$*. Because this data is 0ept in memory, these areas of the dis0 do not ha&e tobe 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 floppycache. #his action causes the ne)t read of the dis0 dri&e to reread the F$# and directoryareas. If this signal is not sent, the cache is not flushed when you change a dis0, and thesystem acts as though the first dis0 still is present in the dri&e. Writing to this newly

    inserted dis0 writes not only the new data but also either a full or partial copy of the firstdis0?s F$# and directory areas. $lso, the data is written to what was considered free spaceon the first dis0, which might not be free on the subsequent dis0 and results in damagedfiles and data.

    #his problem has se&eral simple solutions. 3ne is temporary, the other ispermanent. For a quic0, temporary solution, press trl-Brea0 or trl- immediately afterchanging any dis0, to force '3 to manually flush the floppy I@3 buffers. #his method ise)actly how the old @* operating system used to wor0. $fter pressing trl-Brea0 ortrl-, the ne)t dis0 access rereads the F$# and directory areas of the dis0 and places freshcopies 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 mustnot change a dis0 while wor0ing in an application.

    $ more permanent and correct solution to the problem is simple A %ust correct thedri&e installation. In my e)perience, incorrect installation is the root cause of this problemnine out of ten times. 6emember this simple rule ( If a %umper bloc0 is on the dis0 dri&elabeled ', you should install a %umper there. If you are absolutely certain that theinstallation was correct A for e)ample, the dri&e has wor0ed perfectly for some time, but

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    then suddenly de&elops this problem A chec0 the following list of items, all of which canpre&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 befunctioning correctly. $s a rule, you should use only the '3 supplied by the same3"* 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 floppycontroller design, such as some #oshiba laptops. 3n many of these systems, you mustuse 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 Tcnico Visual 'nternet.

    Windows Forms &s. Web FormsWhen 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&elopmenten&ironment and can pro&ide rich user interface and ad&anced application functionality tosol&e business problems. When you ha&e multile options, it is important for you to 0nowwhich option to use when.

    Windows Forms are used to de&elop applications where the client is e)pected to shoulder asignificant amount of the processing burden in an application. #hese include classicdes0top applications for the *icrosoft Win21 application programming interface.")amples include drawing or graphics applications, data-entry systems, point-of-salesystems, and games. $ll of these applications rely on the power of the des0top computerfor processing and high-performance content display.

    $.!"# Web Forms are used to create applications in which the primary user interface isa browser. #his includes applications intended to be a&ailable publicly on the World WideWeb, such as e-commerce application.

    Windows Forms &s Web Forms

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    #he following #able pro&ides a comparison of different application criteria and howWindows Forms and WebForms technologies address these criteria.

    Feature@criterion Windows Forms Web Forms

    'eployment $pplications can be downloaded Ha&e no client deployment,Installed, and run directly on the the client requires only a8sers? computers without any browser. #he ser&er must$lteration of the registry. Be running *icrosoft.!"#

    Framewor0. 8pdates to the$pplication are made by8pdating code on the ser&er.

    Craphics Windows Forms include Craphic Interacti&e or dynamic'esign Interface 4C'ID5, which graphics require round trips to$llows sophisticated graphics the ser&er for updates when

    #o be used for games and other used on Web Forms. C'ID can")tremely rich graphical be used on the ser&er to create"n&ironments. ustom graphics.

    6esponsi&eness Windows Forms can run If you 0now that users will"ntirely on the client ha&e *icrosoft Internetomputer, they can pro&ide the ")plorer E or later, a Webuic0est response speed for Forms application can ta0e$pplications requiring a high ad&antage of the browser?s'egree of interacti&ity. 'ynamic H#*7 4'H#*75

    apabilities to create a rich,

    6esponsi&e 8I. If users ha&e3ther browsers, mostrocessing 4including 8I-6elated tas0s such asValidation5 requires a round#rip to the Web ser&er, whichan affect responsi&eness.

    latform Windows Forms require the Web Forms require only a.!"# Framewor0 to be browser. 'H#*7-capablerunning on the client computer. Browsers can ta0e ad&antage

    of e)tra features, but WebForms can be designed to wor0With all browsers. #he Weber&er must be running .!"#GFramewor0.

    rogramming Windows Forms are based on Web Forms rely on a largely*odel a client-side, Win-21 based asynchronous, disconnected

    *essage-pump mode, in which model, in which components

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    Instances of components are are loosely coupled to thereated, used, and discarded application front end.By the de&eloper. #ypically, application

    omponents are in&o0ed byH##. #his model may not

    Be suitable for applications#hat require e)treme#hroughput from the user end3r for those with high-&olume#ransactions. imilarly, WebForms applications may not beuitable for database$pplications that require high7e&els of concurrency control4for e)ample, pessimisticloc0ing5.

    ecurity Windows Forms use granularWe Forms allow you to controlermissions in its implementation the identity under which ser&er3f code access security to application code is e)ecuted.rotect computer resources and $pplications can e)ecute codeensiti&e information. #his by using the identity of the$llows careful e)posure of requesting entity, which isFunctionality, while retaining0nown as impersonation.ecurity. $pplications can also

    dynamically tailor contentBased 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 ofecurity than someone with7esser credentials.

    (. Vocabulario Tcnico Ealuaci)n

    *. +r,ctica alifica"a

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    urso( Ingls #cnico $&an+adoiclo( VI

    . Vocabulario Tcnico /ios

    *anaging and 8pdating our Bios8popn First 8se of the omputer ystem

    It is recommended that you sa&e a copy of the original motherboard Bios along with aFlash *emory Writer utility 4$F7$H."J"5 to a bootable floppy dis0 in case you need toreinstall the Bios later. $F7$H."J" is a Flash *emory Writer utility that updates theBios 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 yourscreen 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 promptin Windows and will not wor0 with certain memory dri&ers that may loadedwhen you boot from your hard dri&e. It is recommewnded that you rebootusing 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 chipis 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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    elect /. a&e urrent Bios to File from the *ain menu and press K"nterL. thea&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 thepro&ided utility.#he utility is used if you are instlling a motherboard, reconfiguring your system, orprompted to 96un etup:. #his section describes how to configure your system using thisutility.

    "&en if you are not prompted to use the etup program, at some time in the future you maywant to change the configuration of your computer. For e)ample, you may want to enablethe 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 thecomputer 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 dis0dri&es. onfiguration options( 4!o wap5 4wap $B5.

    Floppy 'is0 $ccess ontrol 46@W5When set to 46ead 3nly5, this field protects files from being copied to floppy dis0s byallowing reads from the floppy dis0 dri&e but not writes. #he setup default 46@W5 allowsboth 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$uto5#hese fields set how I6 use is determined for each I slot. #he default setting for eachfield is 4$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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    I@VC$ alette noop 4'isabled5ome nonstandard VC$ cards, such as graphics accelerators or *" Video ards, may notshow colors properly. #he setting 4"nabled5 should correct this problem. 3therwise, lea&ethis on the default setting of 4'isabled5. onfiguration options( 4'isabled5 4"nabled5

    I 7atency #imer 42157ea&e on default setting for best performance &s. stability.

    *BI3 I BI3 4$uto54$uto5 allows the motherboard?s Bios to detect whether you ha&e a ymbios I card. Ifthe ymbios I card is detected, the motherboard?s ymbios Bios will be enabled, if noymbios 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 ane)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+adoiclo( VI

    O0. 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$!s5, such as "thernet@""" N=1.2 and I""" N=1.E networ0s. #he ser&icespro&ided by today?s 7$!s differ from those of $#*.

    #he messages may be characteri+ed as connectionless, &ersus the connection-

    oriented 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$! "mulationIn order to use the &ast base of e)isting 7$! application software, it is necessary to definean $#* ser&ice, herein called 97$! "mulation:, that emulates ser&ices of e)isting 7$!sacross 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 $#* networ0 while the softwareapplication interact as if they are attached to a traditional 7$!. $lso, this ser&ices willsupport interconnection of $#* networ0s with traditional 7$!s by means of today?sbridging methods. #his will allow interoperability between software applications residingon $#*-attached end systems and on traditional 7$! end systems. #he 7$! "mulation

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    ser&ice will be important to the acceptance of $#*, since it pro&ides a simple and easymeans for running e)isting 7$! applications in the $#* en&ironment.

    7$!-pecific haracteristics to be "mulatedonnectionless 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 theparticipating 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$! "mulationcomes from classical 7$!s where end stations share the same media. !ote that supportingbroadcast@multicast traffic does not necessarily mean that all messages addressed to amulticast *$ address must be distributed to e&ery station. $ large number of today?s7$! protocols use broadcast or multicast messages. $ ser&ice could be established to

    intercept these messages and forward them directly to their designations instead ofbroadcasting them to e&ery station. $ simpler alternati&e would be to forward multicastmessages to all stations and then rely upon filtering in those stations, as is done in e)isting7$!s. #his simpler approach is adopted in 7$! "mulation.

    Interconnection With ")isting 7$!s#he 7$! emulation ser&ice pro&ides not only connecti&ity between $#*- attached endsystems, but also connecti&ity with 7$!-attached stations. #his includes connecti&ityboth 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 bridgingmethods can be employed, as they are defined today. !ote, that bridging methods include

    both #ransparent Bridging and ource 6outing Bridging.

    'escription of 7$! "mulation er&iceBasic oncepts.7$! "mulation enables the implementation of emulated 7$!s o&er an $#* networ0. $nemulated 7$! pro&ides communication of uNser data frames among all its users, similar toa 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 cannotcommunicate directly across emulated 7$! boundaries. !ote, that communicationbetween emulated 7$!s is possible only through routers or bridges 4possibly5implemented 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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    7$! "mulation in Bridges and 7$! witches7$! "mulation is used in the intermediate systems li0e Bridges and 7$! switches toenable physical "thernet or #o0en 6ing segments to interconnect with each other and withend stations across the $#* networ0. #hese de&ices can be thought of as a special 0ind ofan end station which represents a number of *$ addresses A the *$ addresses of the

    stations attached to the 7$! segment. #he Bridges and 7$! witches conceptuallyperform the actions of transferring the frames from one segment to the other according tothe frame destination *$ address or the route information in the frame. When a physical7$! segment is to be connected to the $#* emulated 7$! the Bridge with two interfacesA $#* emulation and tandard 7$! interface A is required. #he Bridge then recei&es theframes from the physical 7$! and applies standard logic to decide whether to forward theframe.

    3. Vocabulario Tcnico - Ealuaci)n

    14. Examen +arcial.

    urso( Ingls #cnico $&an+adoiclo( VI

    //

    11. Vocabulario Tcnico 5arketing

    #he terms mar0et and mar0eting can ha&e se&eral meanings depending upon how theyare used. #he term stoc0 mar0et refers to the buying and selling of shares incorporations as well as other acti&ities related to stoc0 trading and pricing. #heimportant world stoc0 mar0ets are in 7ondon, Cene&a, !ew or0, #o0yo, andingapore. $nother type of mar0et is a grocery mar0et. Which is a place where peoplepurchase food. When economists use the word mar0et they mean a set of forces orconditions that determine the price of a product, such as the supply a&ailable for saleand the demand for it by consumers. #he term mar0eting in business includes all ofthese meanings and more.

    In the past, the concept of mar0eting emphasi+ed sales. #he producer or manufacturermade a product he wanted to sell. *ar0eting was the tas0 of figuring out how to sellthe product he wanted to sell. *ar0eting was the tas0 of figuring out how to sell theproduct. 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 itwas actually sold. 'istribution consisted of transportation, storage, and related ser&icessuch as financing, standardi+ation and grading, and the related ris0s.

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    #he modern mar0eting concept encompasses all of the acti&ities mentioned, but it isbased on a different set of principles. It subscribes to the notion that production can beeconomically %ustified only by consumption. In other words, goods should beproduced 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 productionbegins. #his is &ery different from ma0ing a product and then thin0ing about how tosell it.

    *ar0eting now in&ol&es first deciding what the customer wants, and designing andproducing a product that satisfies these wants at a profit to the company. Instead ofconcentrating solely on production, the company must consider the desires of theconsumer, 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 andmar0et forces are still an important aspect of modern mar0eting, but they areconsidered prior to the production process.

    Because products are often mar0eted internationally, distribution has increased inimportance. Coods must be at the place where the customer needs them or broughtthere. #his is 0nown as place utility, it adds &alue to a product. Howe&er, manymar0ets are separated from the place of production, which means that often both rawmaterials and finished products must be transported to the points where they areneeded.

    6aw materials requiring little or no special treatment can be transported by rail, ship, orbarge at low cost. 7arge quantities of raw materials tra&el as bul0 freight, but finishedproducts that often require special treatment, such as refrigeration or careful handling,

    are usually transported by truc0. #his merchandise freight is usually smaller in &olumeand requires quic0er deli&ery. *erchandise freight is a term for the transportation ofmanufactured 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 ofthis stored merchandise often need to be financed.

    *odern mar0eting is therefore a coordinated system f many business acti&ities, butbasically it in&ol&es four things( /5 selling the correct product at the proper place, 15selling 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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    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

    urso( Ingls #cnico $&an+adoiclo( VI

    /2

    12. Vocabulario Tcnico $ales

    romotion is the aspect of mar0eting concerned with increasing sales. *ar0eting must beconsidered in ma0ing production decisions, and promotion must be considered in theo&erall mar0eting process. romotion attempts to persuade and influence the customer?sattitude in &arious ways. It is oriented toward producing a customer for the product ratherthan a product for the customer. "conomists belie&e price should be determined by supplyand demand. romotion attempts to increase demand for a product and thereby increasesales. It wants to ma0e the demand for a product inelastic 4unchangeable5 when pricesincrease and elastic when prices decrease. In other words, through promotion, companiestry to 0eep demand and sales constant when prices increase. #hey do not want an increasein the price of their product to result in lower sales, instead they want demand for theproduct to increase, hoping that an increase in sales &olume will offset 4balance5 thedecrease in price.

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    #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 massaudience. It is particularly suited for products that are widely distributed, such ascon&enience goods. #here are se&eral methods of ad&ertising and se&eral media. #hemethod 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. Fore)ample, tele&ision ad&ertising reaches a large audience. It has the ad&antage of appealingto the emotions of the audience through the senses of sight and sound. #ele&isionad&ertisements are e)pensi&e to produce and must be repeated thousands of times in orderto %ustify the cost of production. !ewspaper ad&ertisements, on the other hand, can appearon a particular day in a particular geographic area. $ newspaper ad&ertisement can containa lot of written detail that appeals to the logic of the reader. It e)plains why he shouldpurchase a particular product or ser&ice.

    In general, ad&ertising wor0s best when the demand for a product is increasing. It alsowor0s 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 differencesbetween its product and that of the competition. #he purpose of ad&ertising is tocommunicate 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 aproduct. ersonal selling is &ery effecti&e when there is a concentrated mar0et for aproduct A in other words, the product is not for general consumption by the public. Fore)ample, airplanes are purchased only by airlines, not by the general public. #here wouldbe 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, inother 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 beindi&idually tailored to 4designed for5 the purchaser, the salesperson must be able to selle)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 theproduct, 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 theself-ser&ice en&ironment where there is often no sales staff. ales promotion acti&ities areof two types( information and stimulation. ")amples of information promotion are apamphlet or boo0let bout the product, a demonstration, mar0et research information telling

    about the nature of the customers, and dealer training and managerial ad&ice fromproducers. timulation promotion can be accomplished by the distribution of free samples,reduced price promotions, premiums, and coupons. $ premium is something that thecustomer recei&es as a bonus when he purchases a product. For e)ample, a customerpurchasing a ra+or might recei&e a free pac0age of ra+or blades. $ coupon is a certificatewhich entitles the customer to purchase the product at a reduced price. ales promotionsalso in&ol&e displays of the products. 'isplays can increase sales as well. $ customermight ma0e a decision to buy a particular product li0e a con&enience item simply on thebasis of a display that ma0es the item easy to see and reach.

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    Basically there are two ways to increase sales of products( find new mar0ets and increasemar0et share. $ company see0ing anew mar0ets can e)pand its geographical sales area ortry to sell its products to a different segment of the population. In this case promotion mayin&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 issaturated, it means that there are no new customers to be found. $ company then needs tolure 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 totalprogram of promotion for a particular product. uch a program may in&ol&e increasedad&ertising to remind the customer of the name of the product. In ad&ertising the companywill also emphasi+e the superiority of its product by comparing it with the competition?sproduct. $ program to increase mar0et share may also include con&incing a retailer toallow 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 morestimulation of the buyer?s emotions than does finding new mar0ets where simplyfurnishing 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 Tcnico +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 specialpersonnel departments which are responsible for employer-employee relations. #hepersonnel department is a staff department, which means that it is not directly in&ol&edwith production, but that it pro&ides a ser&ice to the managers. #he most importantser&ices which the personnel department pro&ides are recruiting, that is, finding newwor0ers or managers for the company, deciding which aplicants are most suitable for

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    employment by the firm, and de&eloping and implementing personnel policies andprocedures for the benefit of the company as well as the employees.

    *ost businesses continually need to recruit good personnel to replace wor0ers who retireor 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, thepersonnel department must find qualified people to fill those positions. 'epending uponmanagement policy and the nature of the position, recruiting may be done internally ore)ternally. Internal recruitment means that the person chosen for the position is selectedfrom 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 thanhis present %ob. He employee usually e)pects to recei&e an increase in salary along withthe new position. $ transfer refers to a %ob or department change for a wor0er. $ transferwithout promotion is a lateral transfer. It may in&ol&e different wor0ing conditions ordifferent hours. ompanies that recruit internally often promote internally, which meansthat 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 outsidethe firm. $ll companies do some type of e)ternal recruitment. If they are loo0ing foremployees 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 graduatingstudents. ometimes they are see0ing top le&el managers who they will recruit from otherfirms, often from their competitors. 3ther methods of recruiting in&ol&e the use ofad&ertising in newspapers and professional publications, and e&en paying a fee orcommission to an e)ecuti&e placement ser&ice.

    *ost recruiting in&ol&es a %ob announcement containing a desciption of the %ob. #hepersonnel 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 itsproducts. #his is usually followed by the title of the position the company wants to fill, fore)ample, enior 'esign "ngineer or Vice resident in harge of Finance. #hen the dutiesand responsibilities of the %ob are gi&en, as well as where that position fits in theorgani+ational chart 4plan5 4that is, who the person reports to and who the personsuper&ises5. !e)t appear the qualifications for the %ob, such as the professional training ors0ils needed. #he salary and fringe benefits 4e)tra items such as insurance or a retirementfund5 paid for by the company should also be mentioned. Finally, the %ob description willtell 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 fromamong the applicants for the position. In some companies this may in&ol&e testingprospecti&e employees. i&il ser&ice or go&ernment %obs often require applicants tocompete with each other on written tests. #hose applicants with the highest scores areselected for an inter&iew. 3ther companies may assign points for certain items on theapplication form, such as e)perience or education. #hey may then total the points andselect the applicants with the highest totals. $fter the applications ha&e been e&aluated, the

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    best qualified applicants are in&ited to an inter&iew. In the inter&iew the applicant?spersonality and ability to wor0 with others may be %udged.

    ome people feel the most important function 4%ob5 of the personnel department is thede&elopment of personnel policies. For efficiency and fairness, a company should ha&e a

    specific formal written procedure for dealing with its employees. 3therwise, decisionsmust be made on a case by case basis, and this could ad&ersely 4unfa&orably5 affectemployee morale. #hese procedures should state wor0ing conditions, salary scale, andfringe benefits such as paid &acation, paid sic0 lea&e, group insurance, pension orretirement plan A all things recei&ed in addition to pay. art of the policy may also includea procedure for notifying employees of openings 4new %obs5 or promotional oportunities.In addition, there is often a procedure for handling grie&ances 4complaints5, which anemployee can use if he feels that he has been treated unfairly by the employer. $ll of theseitems may be part of a union contract between the employer and the employees who aremembers 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

    urso( Ingls #cnico $&an+adoiclo( VI

    /

    1(. Vocabulario Tcnico Ealuaci)n

    1*. +r,ctica alifica"a

    1. Vocabulario Tcnico 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 yourqualifications, abilities and e)perience, the better we will be able to offer you positionssuitable to you. If you need help to complete this application, please request assistancefrom a member of this office. We will be pleased to ser&e you.

    !ame RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR#oday?s dateRRRRRRRRRRRRR7ast First *iddle initial

    resent addressRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR !o. treet ity ountry

    #el !o.RRRRRRRRRRRRRRHow long ha&e you li&ed at abo&e addressPRRRRRRRRRRRRRRRRI' !o.RRRRRRRRRRRRRR How long did youre&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 wor0PRRRRRRRRRRRRRRRRRRRHow or whom were you referred to this enterprisePRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR

    pecific days and hoursWould you wor0 full-timePRRRRRRRRRRRpart-timePRRRRRRRRRRRRif part-timeRRRRRRRRRR

    Were you pre&iously employed by usPRRRRRRRRRRRRRRRIf yes, whenPRRRRRRRRRRRRRRRR

    >nowledge@0ills@$bilities

    chool $ttended !ame and 7ocation 'ate ourse of study!ame(

    Qr High chool 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 forwhich you are applyingRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR

    "mployment@")perience

    lease list all %obs and acti&ities for the past fi&e years or since attending schoool as a full-time student. Include part-time employmehnt and self-employment. Include e)periencegained 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 seenthrough an en&elope with a window. If you are writing to a specific indi&idual I thecompany, 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 bywriting dates as follows( 1 *arch 4or *arch 1 in the 8$5 1==1. #he names ofthe 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 relatedcorrespondence, 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. Ifyou 0now the person?s last name begin 4for e)ample5 'ear *rs. Qones and endours 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 iscommon 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 yousign 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 onbehalf of someone else, the initials p.p. 4per pro5 should be used before the name toindicate 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

    o tate how you learned of the post4saw it in the newspaper, or other5, and

    specify clarly the %ob you are applying for.

    ersonal Information

    o Full name, age, marital status, main interests.

    "ducation

    o chools, Institutes, olleges, 8ni&ersity 'egrees and ourses.

    ")perience

    o Identify post, enterprise, period of time, responsibilities.

    6eferences

    o If rrequested.

    5o"el A%%lication Letter

    Qune /, 1==1

    *r. 'ean 6ogersersonnel *anageranberra

    'ear ir,

    I read your ad&ertisement in #H" 6I*" !"W of Qune /, for the position ofystems 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 WienerInstitute and obtained my diploma.

    #wo years ago, I got my first %ob at CC *erchant Ban0 where I gained e)perienceof 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 foreignlanguages 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 bettermatch 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.

    5o"el -

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    /OO/ ( lar0 Institute. $dministration and 3ffice Wor0

    ;=? E@+E'ENE

    /OO2@; ( 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./OO1 ( #rainee ystems rogrammer for 'ata International, enterprise

    ( in the 8nited tates.

    A>>'T'=NAL 'N:=5AT'=N

    7anguages ( Fluent in panish, Italian, "nglish

    Interests ( #ra&elling6eferences ( *rs. *ary $nne Qones 41/1 N