среда, 15 июня 2016 г.

HOW TO NEGOTIATE EFFECTIVELY

 Negotiation is an essential part of the every-day business life. It can take place at any time and in any place. Negotiation is a kind of meeting, but contrary to the latter it may be held in some unexpected and uncomfortable place such as the street or on the stairs.
There are several definitions of negotiation. It is said to be “the process for resolving conflict between two or more parties whereby both or all modify their demands to achieve a mutually acceptable compromise”. Thus, it is “the process of changing both parties’ views of their ideal outcome into an attainable outcome”. 
The need of negotiation arises when we are not fully in control of events. Negotiations take place to handle mutual differences or conflict of:

·      interests    (wages, hours, work conditions, prices: seller vs buyer)
·      rights        (different interpretations of an agreement)

The aim of a negotiation is to come to an agreement which is acceptable to both sides, and to preserve the overall relationships. While specific issues are to be negotiated, common interest are yet still to be maintained. Negotiations do not mean “war”. Negotiators can still be friends and partners.

2. The negotiation continuum

·      Overlap

The situations of negotiation can be shown diagrammatically in terms of ideals and limits.


The limit may be the limit of negotiator’s authority, such as a minimum (e.g. price) acceptable. If there is overlap it is possible to settle. The final position within the bargaining area, where settlement takes place, depends on the negotiators’ relative strength and skill.
   
·      No overlap

The aim of the negotiator is to achieve a result, i.e. to find a solution, within the bargaining area. However, it is possible that both parties set limits which do not provide overlap. In this case the negotiators have to move their limits, otherwise the negotiation will be broken down. 

·      Too much overlap

The opposite case is also possible. When one is careless and settles for less than he could. In this case the limit of the opposite side should be found and the ideal should be revised.

3. The approach

There are four main stages of negotiation:

·      Preparing objectives, information, strategy
·      Discussing (argue) and signalling willingness to move
·      Propose and bargain
·      Close and agree

While preparing to the negotiation it is important not only to prepare supporting arguments but also to define objectives. Objectives should be realistic and attainable and have certain priorities. It is also necessary to investigate the opponent’s plans and priorities, which can be rather difficult.

The objectives should be classified basically as follows:

Like                Ideal but least important
Intend            Achievable, a range of possibilities
Must               The real limit


The general strategy for negotiation is to have a negotiating team of three people, who will also be involved in the preparation.

·      Leader                  The person who will do the talking and conduct the negotiations
·      Summariser         The person who will ask questions and summarise for control
·      Observer              The person not involved in the actual negotiations, whose role is
to watch, listen and record

80 % of the negotiating time is spent arguing. If it equals 100 % the negotiation will break down. There are two kinds of arguing:

·      Reasonable and constructive             Debates, discussions
·      Unreasonable and destructive                       Emotional quarrels

The opponent may try to divert you by escaping into destructive behaviour. In this case, your behaviour should be not to interrupt, but to listen and control your feelings. Even if the battle is won, the war can be lost.

A negotiator should be constructive in arguments and try to get information by asking open questions or even leading questions. One thing should be tackled at a time and the opponent should be made justify his case item by item.

It is important to be non-committal and to state only ideals at first. Later, the information about the negotiator’s position can be given, and later alternative proposals can be made. Sometimes it is necessary to challenge the opponent, so that he demonstrates his strengths.

Negotiation means movement. It may be that both parties move on one issue. It may be that each moves on different issue. The motive forces are twofold:

·      Sanctions            The penalty of not agreeing
·      Incentives                        The benefits of agreeing. 

In both cases, the parties seek to protect their self-interests. They will show willingness to move by sending signals.

To signal is not to show weakness. But if both parties wait for the other to signal, the result will be deadlock.

The opponent’s signals will show his willingness to move. So one should listen, recognise his signals and interpret them, looking for the qualified words which are evidence of willingness to move.

Another very important point of negotiations is proposing and bargaining. Proposals should be realistic in order not to cause argument and deadlock. The language of the proposal signals one’s firmness. Weak language such as “we hope…, we like…, we prefer…” should be avoided. Instead, a phrase “we propose…” is appropriate.

The final step in a negotiation is closing and agreeing. There are two aspects to it:

·      When to close
·      How to close

The first is the most difficult moment to recognise. There is a balance between:

·      Closing too early                        More concessions from the opponent could have been
       squeezed
·      Closing too late              The opponents squeezed excessive concessions.

The aim of closing is to get the opposition to stop bargaining and to make an agreement. The final thing to do is to write down the agreement and agree what is written down. It is necessary to do this before leaving the negotiating table.


4. Characteristics of an effective negotiator

What characteristics should one have to be an effective negotiator. The first and the most important characteristics, from the standpoint of many executives and managers of large corporations, is preparation and planning skills.

The other very important characteristics are:

·      Knowledge of subject matter being negotiated
·      Ability to think clearly and rapidly under pressure and uncertainty
·      Ability to express thoughts verbally
·      Listening skills
·      Judgement and general intelligence
·      Integrity
·      Ability to persuade others
·      Patience
·      Decisiveness



5. Conclusion

In spite of the existence of negotiating theories, it is frequently difficult to apply theoretical and conceptual knowledge in a practical situation. In order to be a good negotiator, one should have negotiation skills as well as a theoretical knowledge. But without a practical experience it is hard to negotiate effectively.

Interpersonal skills are very important in the negotiation, but what can help a negotiating party while thinking what to do is not an elaborated theory, but rather is it a simple analysis and intuition.

  

Gun Control


America is faced with a growing problem of violence. Streets have become a battlefield where the people can be beaten for a couple dollars, where women can be brutally attacked and raped. Every day criminals try to divide territories to sell their illegal drugs, and innocent people are caught in the crossfire of drive-by shootings. We cannot ignore the damage that these criminals are doing to our society, and strong actions must be taken to stop this from happening. However, the efforts by the gun control supporters to eliminate the legal ownership of firearms do not address the real problem, and simply disarm the innocent law-abiding citizens who might need firearms for self-defense. There are three main reasons why gun control law should take firearms from hands of criminals, not law-abiding citizens, first historically legal ownership of firearms in America, second if Congress passes laws restricting ownership of firearms, as a result it will affect law-abiding people only, third statistic shows that the people who go through legal process of obtaining permits do not want to break the law.           
First of all to understand the reasons of the gun control efforts, we must take a look at the history of America, and the role firearms have played in it. The second amendment of the Constitution of the United States makes firearm ownership legal in this country; it says, “… The right of the people to keep and bear Arms, shall not be infringed”(1). Firearms in the new world were used initially for hunting, and for self-defense. However, when the colonists felt that the burden of British oppression was too much for them, they picked up their personal firearms and went to war. The founding fathers of the country understood that an armed populace aided in fighting off oppression. They made the right to keep and bear arms a constitutionally guaranteed right. Thomas Jefferson wrote, “No man shall ever be debarred the use of arms“(2).
Second, today Congress, claiming that they want to take guns out of the hands of criminals, has worked to pass legislation that would take the guns out of the hands of law-abiding citizens instead. The point is the efforts of gun control do not address the real problem of crime. Therefore, if congress passes laws restricting ownership of firearms, as a result this will affect law-abiding people only. Criminals will continue to violate these laws, they will continue to carry their firearms, and they will that commit a crime much easier when they know that their victims will be unarmed. Unarmed victims will have small chance against an armed one. In many states, including Florida and Texas, citizens have stated that they want to keep their right to carry firearms for self- defense. Since the late 1980's, Florida has been issuing concealed weapons permits to law-abiding citizens, and these citizens have been carrying their firearms to defend themselves against crime. The result is that the rate of violent crime has actually dropped in contrast to the national average. Previously, Florida had been leading the nation in this category, and the citizens of that state have welcomed the change (3).
  Third, gun control supporters tried to claim that there would be bloodshed in the streets when these citizens were given the right to carry guns. They claimed that the cities of Florida would become the Wild West city with shootouts on every street corner, and duels over simple disagreements. These gun control supporters were wrong. More than 200,000 concealed carry permits have been issued so far, with only 36 of these permits revoked for improper use of a firearm (4). This statistic shows that the people who go through legal process of obtaining permits do not want to break the law. The people who do intend to break the law will carry their guns whether or not the law allows them to do so. Today, criminals often carry illegal weapons, such as sawed-off shotguns, machine guns; ignore the current laws that make these weapons illegal. When they are caught, the courts usually dismiss these weapons charges; prosecute for the more serious charges, like murder, that are being committed with the weapons. The gun control supporters say that the gun is demon itself, rather than deal with the criminals. This is the main flaw in their argument. The gun control supporters claim that possession of a gun can turn average citizens into bloodthirsty maniacs. This theory falls apart under close analysis. If legal possession of a firearm caused this sort of attitude, then why are crime rates highest in areas such as New York City and Washington, D.C., which have strict gun control laws? Why are crimes rates dropping in state such as Florida where private ownership of firearms is encouraged?
In conclusion, three main reasons why gun control law should take firearms from hands of criminals, not law-abiding citizens are first historically legal ownership of firearms in America, second if Congress passes laws restricting ownership of firearms, as a result it will affect law-abiding people only, third statistic shows that the people who go through legal process of obtaining permits do not want to break the law. Legal ownership of a gun does not cause crime, the same time, the laws, which make it illegal to own firearms, do little to prevent criminals from getting guns. These laws only restrict people who respect the law, the people who would only use firearms for legal purposes. Criminals have fear that they can be the victims themselves, when people have the rights to own firearms and defend themselves and their families. The government must look at the problem of reducing crime in America realistically, and develop laws that would be effective. Gun control laws are neither realistic, nor effective in reducing crime. Therefore, the lawmakers should direct their efforts toward controlling crime, not controlling legal ownership of firearms.




Works Cited


Article [II.] Amendments to the Constitution www.house.gov/Constitution/Amend.html

 Florida State Laws. http://www.fdle.state.fl.us/Crime_Statistics/index.asp

Thomas Jefferson. Virginia Constitution. 1776.

Virginia Constitution http://www.harbornet.com/rights/virginia.txt



The fastest computers of the world.

 One of sensations presently is the supercomputer. They can look as a small case, or a curbstone near a table. Business and its requirements for calculations grow, together with it the supercomputer develops also.
It differs from the usual computer in additional  ­ processors and hard disks. For increasing of working frequency special  processors are used.
They are executed on the logic circuits. The style programming is determined by use of group parallel of processors. We can divide given on a portion between different processors. Each of processor carries out a part of work together with others. During process they exchange the data. Modern supercomputers are expansionly. You can add processors for acceleration of calculation. For the reference to external memory, the processor should use the circuit of transfer of the information.
The new computers help the petroleum companies to estimate possible reserves of petroleum and gas, by data processing. They can simulate outflow of raw material from tanks.The manufacturers of automobiles can imitate an impact of the prototype about a wall. It allows to let out more reliable and powerful production.
The supercomputers are used at telephone stations. The orders of steel to be processed quickly. Consultator, which serves the buyers, enters the applications for a line. They act on processing or immediately, or periodicaly.
The decisive triumph, can, consists in penetration of multiprocessor architecture into all personal computers. 

Marketing reflections on learning outcomes

The purpose of this case study is to present a brief overview of the marketing study outcomes and personal interpretation of the key points of marketing theory covered in this course. The interpretation will be aimed at emphasizing the practical importance of marketing today.

MARKETING: EVOLUTION AND PURPOSE
The idea of marketing must have existed for many centuries. Yet, at the beginning it probably was not so sophisticated theory as it is today. Because of the globalization and rapid development of information technologies people, or market participants, have been urged to systematize their market experience into a well-organized theory. In our course of study the marketing has been defined by the term that sounds more specific: «an approach to business focusing on satisfying customer needs and wants». To serve its key purpose, the marketing strives to find an answer to such questions as why customers do not or, conversely, do readily buy products offered by the sellers, who the ideal buyers are, and what should be done to have the buyers buy what the sellers offer. In fact, the terms «buyers» and «sellers» are not absolutely accurate as applied to marketing. To be more accurate, the marketing approach implies that the business activities are centered on customer, because the concept of business here means both profit and non-profit organizations. So, the words «buy» and «products», or «services», can be identified as the key terms reflecting the idea of marketing. It should also be noted that the words «buy» and «services» represent a wide range of services, non-profit activities, and behavior.  

STRATEGIC IMPORTANCE OF MARKETING CONCEPT
The key points of marketing concept are customer satisfaction, profit, and properly organized efforts to make profit through customer satisfaction. At the same time, strategically, it is important to understand that a business can be profitable, or successful, only if it finds a way to satisfy customers better than its competitors. This means, that today's business can attract customers only through successful competition. Because of the highly competitive environment, today it is not enough just to satisfy. The important thing is to be better. In other words, if a business is unable to compete, it fails to implement the key marketing ideas simply because such business will fail to satisfy customers. Moreover, under the competitive environment it becomes important not only to meet, but also to exceed the customers' needs. In an organization, the role of marketing concept is more profound: here the marketing concept implies that everyone's job is to serve the customers directly, or to serve those who serve the customers. For example, to contribute to profit through saving costs or, in other words, to serve the internal customers. This idea is especially important to emphasize in terms of the roles we may play in an organization in our day-to-day life: we do not necessarily have to deal with customers directly to contribute to the common goal of customer satisfaction. But our roles in it can be significant without doing so.

COMPONENTS OF MARKETING STRATEGY AND THEIR IMPORTANCE
The key components here are target market (a group of customers to satisfy) and product mix (product, price, place, and promotion). In real life, these components boil down to the following objective all businesses need to fulfill: to increase the number of customers so as to increase sales. To achieve this goal, the marketing strategy should give us tips on how to do that. In every particular situation we face in day-to-day life we have to find answers to specific questions. For example, to sell an accounting service like filing a personal income tax return we would need to determine what has to be done to attract customers (Product), what kind of office would be needed to deliver the service (Place), how much it would cost and what price would be right (Price), and what should be done to attract more customers (Promotion). It is easy to see that this pattern would have to be followed in every real-life situation. Even looking for a job we would have to be concerned with where we can work (Place), what we can do (Product), at what remuneration (Price), and how to attract employer's attention to be employed (Promotion). And in every case we would look for specific customers who need to have their income tax return filed and a specific employer who employees specifically like we are (Target market). So, one way or the other, the marketing strategy will work for our purpose. The question is just how to identify its components in specific terms as applied to every specific objective.

UNCONTROLLABLE ENVIRONMENTS AFFECTING MARKETING DECISIONS BOTH DOMESTICALLY AND INTERNATIONALLY
Unlike the 4P’s of marketing that can be controlled by us, some environments are uncontrollable by nature, because we just have no chance to influence them. They may include, for example, cultural, economic, legal, political, technological, and social environments. This should not mean, however, that we should let them control us without any response. To succeed, businesses have to re-adjust themselves and find the best ways to work in them. The important point is that we need not only identify them, but also try to see if there are new opportunities. For example, the changing demographics inside our country should make us look around to see how to readjust our products and services to different tastes and preferences. Internationally, we should always be aware of tariffs and quotas and estimate our competitive potential. Watching the changes we develop possible scenarios, make relevant decisions, and get ready to implement them. What can be the consequences of the war in Iraq for marketing decisions? Tremendous, to say the least of it. So there are a lot of things for marketing specialists to think of both internationally and domestically.

IMPACT OF SUPPLY, DEMAND, AND ELASTICITY
The supply, demand, and elasticity have a direct impact on marketing decisions. The low demand may point to the necessity for better promotion of products and services simply because the consumers may turn out to know too little about the product, or be unaware of it at all. There would be little wonder if our specific product is not in demand, even though our competitors sell the same one very successfully. What if we fail to sell fresh water in hot summer time? Such paradox is quite possible if we do not follow simple marketing principle of 4 Ps. In terms of marketing, demand should not be viewed as something static. Even as applied to fundamentally new products, it can be created through marketing decisions. To say nothing of basic needs like fresh water in hot summer. We just have to remember of 4 Ps. The idea of supply in marketing is especially important in terms of competition: if we fail to provide supply that meets demand, our competitors will do it for us fast enough to their own advantage. The idea of demand elasticity is also important in terms of marketing decisions. For example, inelastic demand for a product usually results from a lack of substitutes. For this reason, marketing decisions might be aimed at identifying or creating a new product or service to substitute for the one with inelastic demand.

MARKET SEGMENTATION AND CONCEPT OF POSITIONING
In simple terms, the idea of market segmentation (naming and segmenting) is how not to lose the focus. For this purpose, identifying most promising consumers is really a critical part of marketing activities. Would it be a reasonable decision for us to try selling air conditioners in Northern Territories and snow-removing equipment in South California? Hopefully not. The idea of positioning is also important in terms of consumers' psychology. With the diversity of products today, it becomes important to be able to have a proper understanding of consumer’s needs and attitude, to see what and why they need and how their needs are satisfied by the existing market.

CONSUMER PRODUCT CLASSIFICATIONS, PRODUCT LIFE CYCLE, PACKAGING, AND BRANDING
The idea of consumer product classifications is important in terms of understanding how they think of them and what can be the motivation to buy them. This understanding is really critical, because to project our own perceptions on what we want to sell should be the last thing to do. Since the human nature is really a complicated thing, therefore the accumulated knowledge and observations made by the marketing scientists can be really helpful in making decisions. This may apply to certain particular classes of consumers' products like convenience, shopping, specialty, and unsought products. The useful thing to realize is that in selling a specific product or service we need to take into account specific qualities they offer, in terms of both material and psychological implications. Branding is also an important factor in marketing decisions. The idea of branding is to win wider and steadier recognition, though in real life a brand would not necessarily ensure a desired quality. Yet it works and, therefore, should be taken into account for competitive considerations. One of the important real life implications here is that to sell a branded product we would have to think well of what kind of advantages might contrast our product or service against the competitor’s one. The product life cycle is especially important to in terms of planning of our marketing activities. For example, when dealing with a new product on the market it is important to be aware of the main stages of product’s life. The low sales at the introduction and market growth stages would affect our marketing decisions in many ways, specifically in terms of promotion approaches, pricing policies, scale of production, financing, risk taking, etc.

CHANNEL INTERMEDIARIES
Intermediaries, as an indirect channel of distribution, play a very important role in selling, which is one of most critical marketing functions. In real life it could hardly be possible to properly identify and effectively use all channels of distribution as they may represent quite complex ramifications of different channels. For example, for a small or medium-size production company it just might not be affordable to keep a large enough marketing department to deal with all problems of products distribution. Therefore, the services of intermediaries could be indispensable, even though they may take extra costs. Intermediaries help us cover larger market sectors. On the other hand, the value of intermediaries consists in their practical experience in trading. If our business is focused on production, we may need to concentrate more on production problems rather than trading, otherwise we lose the focus and there is always price to be paid for it. So the use of intermediaries might pay back.

INTEGRATED MARKETING COMMUNICATIONS
Integrated marketing communications may be defined as what we manage to achieve through all our efforts to promote a product or service. In simple terms, it might look like our ability to work out the right way to influence consumers using our communications skills. The practical approach (defined in theory as AIDA = Attention + Interest + Desire + Action) could be basically described as a complex process of informing and persuading. In other words, we need to design our messages to influence the consumers’ perception about our products. The importance of this ability in real life can hardly be overestimated. In today’s world of tough competition the communication process should be viewed as one of key elements of success. Life is full of practical examples of how the effective communication just works wonders. In a literal sense, the power of word can just be materialized. A dentist would not attract many clients without sending a specific message saying that he or she can do a good job, and accountant would not attract many customers and would not be employed by a company without convincing them he is a good specialist.

PRICING OBJECTIVES AND POLICIES
The important thing the marketing theory makes us understand about pricing is that it should not be viewed just as adding up the values of costs and markups guided by supply and demand. Such an approach would be incomplete to reflect the reality. The process, in real life, is much more complex. The real economic life makes us set various objectives and choose different policies. Reasons and objectives may be numerous. To win more customers we may need first to give them a chance to use our products at affordable prices to see, for example, that our product is in no way inferior to a similar branded one, or simply to increase sales. A lawyer or an accountant beginning a new business might choose to work harder at comparatively low prices for their services with an objective to gain more popularity and recognition. Or, besides competitive reasons there can be different motivations, such as survival. A monopoly may set prices without caring much about how it affects consumers’ interests because of inelastic demand for its products: in such a case a monopoly is just not interested in working harder, because the inelastic demand would reduce its efforts to zero. In other words, the economic reality requires us to be especially aware of the problem of pricing. Too many factors have to be taken into consideration, and, therefore, a very good understanding is needed to choose the right policies.

CONCLUSION

The most important conclusion regarding my learning outcomes in this course of study might be summarized as follows: the complex reality of today's economic life requires a comprehensive knowledge and profound understanding of the marketing theory. The great variety of specific marketing decisions the businesses have to make in day-to-day life always relies not only on our specific accumulated experience and skills, but also on our learning process and ability to filter and make use of specific marketing information in every particular case, be it a small family business or a large corporation.  

How Telecommunication Change the Definition of Work, Telework


In 1876 Alexander G. Bell created the thing that changed our world. Changed again…
And it wasn't the last change in the modern history. Later in the XX century the modulator-demodulator also known as modem was created and really started the Telecommunications Age. First computers were connected together and the Net started growing.
In the last 20 years the lifestyle changed very much. Cellular phones and electronic mail changed the way we communicate, satellite TV and WWW sites changed the way we get the news and on-line shops and junk e-mail changed the way we buy products and do our business. Work, social life, politics – the telecomms are coming everywhere, bringing freedom, equality and productivity. Now I will try to go deeper into these spheres.
Since the end of XIX century, when Marx wrote his famous book, "Capital", the economic meaning of work has changed dramatically. For Marx labour was nothing more but another resource like capital or land.
In XX century manager shows a bit more respect to employees. They are now individuals, who need to develop themselves and should be treated and motivated in right way.
XX century brought us a new idea: workers are paid for their time. Later, in mid-sixties, it was thought that companies pay their employees for their skills and personal qualities. Among those qualities were creativity, company loyalty. For those companies that eventually switched to new system, it became very difficult to properly measure worker's contribution to company's results. These companies try to increase workers morale, motivate them, because it is evident: if workers don't want to work, they won't work. Or at least, the results will be extremely poor. That's why in addition to motivation by money, managers try to create a feeling of mutual trust, belonging to company and common interests.
What new brings telework to this field? First it is ease of control and measurement. Results in electronic form can be easily archived, analysed by computers, forwarded for checking and copied. Next, all information about time and efforts spent is available. Another thing is that fixed time-based salaries are gone. The company will no longer care so about who and how much spent on a task. This will become a question of personal choice. Now everyone will be given a freedom to decide whether to work or to have a rest. This can differentiate workaholics from ordinary lazy people. Right now there are same rules for everybody. Rarely a company wants to have a lot of part-time workers. We cannot imagine a worker coming to factory when he is in the right mood. But with distant jobs you can have workers switching every now and then. We can even dream about perfect labour marketplace with contracts signed electronically for several hours. The psychological problems of switching jobs will be minimised. The retirement will no longer mean break of social relations, because they aren't based on physical presence in the company HQ or at the factory.
This system of personal freedom have the potential to eradicate unemployment by allowing real-time communications and negotiation between employers and employees, leading to equilibrium labor price.
If you can measure the result of an office work, you can evaluate if it worth paying the money for result you get. Or the jobs are completely useless and ineffective. This can lead to boost in productivity. In telework usually people are paid for results, not for time. This motivates them to get better results, thus increasing productivity again! On the other hand, regardless of employee's results, the company always gets what if pays for! Combined efforts of ten people can cost the same for the company if they have the same effect. And now together with perfect labour market we come to what Marx was talking about – labour is just the same as machines or land. The motivation is the problem of the person himself! And with a freedom of work choice motivation is not the problem. With telework one can easily apply for the job he likes and the company can review all candidates just comparing the results of their work.
Thanks to the efforts of many people all over the world the Net commerce and work is still not limited as their off-line counterparts. Zero taxes attract more and more of the trade turnover. The Stock Exchange and Currency Exchange systems already inculcated in the telecommunication world. With decreased transaction costs, development of telecommunications and computers the efficiency of these financial spheres is quickly increasing.
Electronic auctions have already came to reality. On AOLtm auctions there are 600 000 bids in different categories now. Surplus directtm and tens other electronic auctions are now in the Internet. This is a dream of classic economists – perfect market with all relevant information freely available. With continuous decrease in transportation costs this can make every market global and make competition perfect, stopping the monopolies. One example is Microsofttm. Can we imagine that it will not succeed in stopping alternative OSes and browsers several years ago, without Internet? Free communications greatly increase the competitiveness of any product. Most on-line shops can offer lower prices for all products than their off-line colleagues can.

Distant work makes sexual and race discrimination very difficult and almost impossible. How can you behave badly toward your colleague if you only read his e-mails? How the program written by Chinese is worse than the one written by French? And all harassment will be logged, documented and backed up on a tape drive to be used in the Court.
Also it will provide new unique opportunities for unable people. Nobody will knew about his inabilities and nobody will keep him away from the job.
But the problem with results measuring still remains. How can we train managers and change their minds in order to deal with telework? What I think is that all internal relations need to be built on a completely new basis. The basis of mutual respect and trust. How can "white collars" remain superior over a worker if they are communicating over the computer network? How superiority can survive in the environment where both worker and manager have the same access to information? I am sure this is impossible without personal pressure of managers. So, this will surely lead to a democratisation in the work.
Next problem is that telework isn't as universal as we want. It isn't possible for any job: for example, you won't agree with a distant driving of your taxi in rush hour. The control is necessary when human lives depends on the worker. And until we are not sure that communications will be 100% error free, we cannot avoid physical presence of worker. An example is distant control of an aircraft. Modern aircrafts can take off and land without anybody on board, but human pilots should be available for emergency case. Several pilots in the airport could work for tens of aircrafts, helping them to take off and land safely, then giving several hours of direct flight to a machine. But the storm can terminate the communications and lead to human deaths in non-controllable plane. This shows us how careful we need to be with a new power that computers and communications give us.
In some areas we can't cope without live human being, but… The situation changes. Right now the technologies are available that can change the whole global economy. I mean telesales. This includes all TV presentations, on-line stores, direct mailing. There was a bad idea of paying too much attention to a customer. In the shop there is always a sales manager, available for questions, but most time doing nothing. And he cannot new everything about all the products he is supposed to sale. The situation is different in a modern on-line store. All the information about the product is available in clear form. This can be a multimedia presentation, a chart, table or just a plain text. If additional information is necessary, then the customer can initiate chat session with a competent person, or ask for an e-mail response. Minimised costs. Maximised convenience.

Other spheres of physical presence are special services, including police and ambulance, rescuers and fire-fighters. All these jobs require a trained strong and hardy person, physically presenting on the place.
Next problem is socialising. As we know, work is one of the most important places together with family and school, where socialising goes. In some countries this is the main place of social interaction and the result work itself plays only secondary role. The contact is much more important. In countries with strong traditions of corporativism this is especially important. The person will be not able to identify himself with appropriate social group.
Another problem is quite specific, but isn't less serious. Some American physicians believe that obesity is a kind of epidemic in the US! Imagine what can happen with Americans if telecommunication will replace conventional lifestyle.
Telecommunications will make high-quality education accessible for everybody. The costs for giving a virtual lecture to one student and one thousand of students are equal. This unimaginable scale economy (and as a result – marginal costs of zero) will greatly increase educational level. The standards will be almost the same in all countries thus making the workers worldwide more interchangeable. This will back up the globalisation tendency. And strong arising competition from newly educated people of third world will increase the desire to study among American and European students.
To sum it up, I believe that next millennium will bring us to new horizons of social, political and economical interaction in the virtual world of modern telecommunicating. This tool offers us not only hope for economic prosperity but also a possibility to participate more in the community activities and decision-making in the political system. This even makes possible the direct democracy, which was left in the times of ancient Athens. Created by the scientists – the most intelligent and advanced part of our society, Internet offers equality, freedom of speech and unique possibilities for self-realisation.


Different Dialects and Accents of English

Every language allows different kinds of variations: geographical or territorial, perhaps the most obvious, stylistic, the difference between the written and the spoken form of the standard national language and others. It is the national language of England proper, the USA, Australia, New Zealand and some provinces of Canada. It is the official language of Wales, Scotland, in Gibraltar and on the island of Malta. Modern linguistics distinguishes territorial variants of a national language and local dialects. Variants of a language are regional varieties of a standard literary language characterized by some minor peculiarities in the sound system, vocabulary and grammar and by their own literary norms.
            Standard English – the official language of Great Britain taught at schools and universities, used by the press, the radio and the television and spoken by educated people may be defined as that form of English which is current and literary, substantially uniform and recognized as acceptable wherever English is spoken or understood. Its vocabulary is contrasted to dialect words or dialectisms belonging to various local dialects. Local dialects are varieties of the English language peculiar to some districts and having no normalized literary form. Regional varieties possessing a literary form are called variants. Dialects are said to undergo rapid changes under the pressure of Standard English taught at schools and the speech habits cultivated by radio, television and cinema.
The differences between the English language as spoken in Britain. The USA, Australia and Canada are immediately noticeable in the field of phonetics. However these distinctions are confined to the articulatory-acoustic characteristics of some phonemes, to some differences in the use of others and to the differences in the rhythm and intonation of speech. The few phonemes characteristic of American pronunciation and alien to British literary norms can as a rule be observed in British dialects.
The variety of English spoken in the USA has received the name of American English. The term variant or variety appears most appropriate for several reasons. American English cannot be called a dia­lect although it is a regional variety, because it has a literary normalized form called Standard American, whereas by definition given above a dialect has no literary form.  Neither is it a separate language, as some American authors, like H. L. Mencken, claimed, because it has neither grammar nor vocabulary of its own. From the lexical point of view one shall have to deal only with a heterogeneous set of Americanisms.
An Americanism may be defined as a word or a set expression peculiar to the English language as spoken in the USA. E.g. cookie 'a biscuit'; frame house 'a house consisting of a skeleton of timber, with boards or shingles laid on'; frame-up 'a staged or preconcerted law case'; guess 'think'; store 'shop'.
A general and comprehensive description of the American variant is given in Professor Shweitzer's monograph. An important aspect of his treatment is the distinction made between americanisms belonging to the literary norm and those existing in low colloquial and slang. The differ­ence between the American and British literary norm is not systematic.
The American variant of the English language differs from British English in pronunciation, some minor features of grammar, but chiefly in vocabulary, and this paragraph will deal with the latter.1 Our treat­ment will be mainly diachronic.
Speaking about the historic causes of these deviations it is necessary to mention that American English is based on the language imported to the new continent at the time of the first settlements, that is on the Eng­lish of the 17th century. The first colonies were founded in 1607, so that the first colonizers were contemporaries of Shakespeare, Spenser and Mil­ton. Words which have died out in Britain, or changed their meaning may survive in the USA. Thus, I guess was used by Chaucer for I think. For more than three centuries the American vocabulary developed more or less independently of the British stock and, was influenced by the new surroundings. The early Americans had to coin words for the unfamiliar fauna and flora. Hence bull-frog 'a large frog', moose (the American elk), oppossum, raccoon (an American animal related to the bears), for animals; and corn, hickory, etc. for plants. They also had to find names for the new conditions of economic life: back-country 'districts not yet thickly populated', back-settlement, backwoods 'the forest beyond the cleared country', backwoodsman 'a dweller in the backwoods'.
The opposition of any two lexical systems among the variants described is of great linguistic and heuristic value because it furnishes ample data for observing the influence of extra-linguistic factors upon the vocabu­lary. American political vocabulary shows this point very definitely: absentee voting 'voting by mail', dark horse 'a candidate nominated unexpectedly and not known to his voters', to gerrymander 'to arrange and falsify the electoral process to produce a favorable result in the interests of a particular party or candidate', all-outer 'an adept of decisive meas­ures'.
Many of the foreign elements borrowed into American English from the Indian dialects or from Spanish penetrated very soon not only into British English but also into several other languages, Russian not excluded, and so became international. They are: canoe, moccasin, squaw, tomahawk, wigwam, etc. and translation loans: pipe of peace, pale-face and the. like, taken from Indian languages. The Spanish borrowings like cafeteria, mustang, ranch, sombrero, etc. are very familiar to the speakers of many European languages. It is only by force of habit that linguists still include these words among the specific features of American English.
As to the toponyms, for instance, Iowa, Kansas, Michigan, Missouri, Utah (all names of Indian tribes), or other names of towns, rivers and states named by Indian words, it must be borne in mind that in all coun­tries of the world towns, rivers and the like show in their names traces of the earlier inhabitants of the land in question.
Another big group of peculiarities as compared with the English of Great Britain is caused by some specific features of pronunciation, stress or spelling standards, such as [ae] for  in ask, dance, path, etc., or Ie] for [ei] in made, day and some other.
The American spelling is in some respects simpler than its British counterpart, in other respects just different. The suffix -our is spelled -or, so that armor and humor are the American variants of armour and humour. Altho stands for although and thru for through. The table below illustrates some of the other differences but it is by no means exhaustive. For a more complete treatment the reader is referred to the monograph by A. D. Schweitzer:

British spelling                     American spelling

offence                                                offense
cosy                                                     cozy
practice                                               practise
thralldom                                            thralldom
jewellery                                             jewelery
traveling                                              traveling
In the course of time with the development of the modern means of communication the lexical differences between the two variants show a tendency to decrease. Americanisms penetrate into Standard English and Britishisms come to be widely used in American speech. Americanisms mentioned as specific in manuals issued a few decades ago are now used on both sides of the Atlantic or substituted by terms formerly considered as specifically British. It was, for instance, customary to contrast the English word autumn with the American fall. In reality both words are used in both countries, only autumn is somewhat more elevated, while in England the word fall is now rare in literary use, though found in some dialects and surviving in set expressions: spring and fall, the fall of the year are still in fairly common use.
        Cinema and TV are probably the most important channels for the passage of Americanisms into the language of Britain and other languages as well: the Germans adopted the word teenager and the French speak of Vautomatisation. The influence of American publicity is also a vehicle of Americanisms. This is how the British term wireless is replaced by the Americanism radio. The jargon of American film-advertising makes its way into British usage; i.e. of all time (in "the greatest film of all time"). The phrase is now firmly established as standard vocabulary and applied to subjects other than films.
The personal visits of writers and scholars to the USA and all forms of other personal contacts bring back Americanisms.
The existing cases of difference between the two variants, are con­veniently classified into:
1) Cases where there are no equivalents in British English: drive-in a cinema where you can see the film without getting out of your car' or 'a shop where motorists buy things staying in the car'; dude ranch 'a sham ranch used as a summer residence for holiday-makers from the cities'. The noun dude was originally a contemptuous nickname given by the inhabitants of the Western states to those of the Eastern states. Now there is no contempt intended in the word dude. It simply means 'a person who pays his way on a far ranch or camp'.
2) Cases where different words are used for the same denotatum, such as can, candy, mailbox, movies, suspenders, truck in the USA and tin, sweets, pillar-box (or letter-box), pictures or flicks, braces and lorry in England.
3) Cases where the semantic structure of a partially equivalent word is different. The word pavement, for example, means in the first place 'covering of the street or the floor and the like made of asphalt, stones or some other material'. The derived meaning is in England 'the footway at the side of the road'. The Americans use the noun sidewalk for this, while pavement with them means 'the roadway'.
4) Cases where otherwise equivalent words are different in distribu­tion. The verb ride in Standard English is mostly combined with such nouns as a horse, a bicycle, more seldom they say to ride on a bus. In Amer­ican English combinations like a ride on the train to ride in a boat are .quite usual.
5) It sometimes happens that the same word is used in American Eng­lish with some difference in emotional and stylistic colouring. Nasty, for example, is a much milder expression of disapproval in England than in the States, where it was even considered obscene in the 19th century. Politician in England means 'someone in polities', and is derogatory in the USA. Professor Shweitzer, pays special attention to phenomena dif­fering in social norms of usage. E.g. balance in its lexico-semantic vari­ant 'the remainder of anything' is substandard in British English and quite literary in America.
6) Last but not least, there may be a marked difference in frequency characteristics. Thus, time-table which occurs in American English very rarely, yielded its place to schedule.
This question of different frequency distribution is also of paramount importance if we wish to investigate the morphological peculiarities of the American variant. Practically speaking the same patterns and means of word-formation are used in coining neologisms in both variants. Only the frequency ob­served in both cases may be different. Some of the suffixes more frequently used in American English are: -ее (draftee n 'a young man about to be enlisted'), -ette - tambourmajorette 'one of the girl drummers in front of a procession'), -dom and -ster, as in roadster 'motor-car for long journeys by road' or gangsterdom.
American slang uses alongside the traditional ones also a few specific models, such as verb stem-1- -er+adverb stem +--er: e.g. opener-upper 'the first item on the programme' and winder-upper 'the last item', respectively. It also possesses some specific affixes and semi-affixes not used in literary Colloquial: -o, -eroo, -aroo, -sie/sy, as in coppo 'police­man', fatso 'a fat man', bossaroo 'boss', chapsie 'fellow'.
The trend to shorten words and to use initial abbreviations is even more pronounced than in the British variant. New coinages are incessant­ly introduced in advertisements, in the press, in everyday conversation; soon they fade out and are replaced by the newest creations. Ring Lardner, very popular in the 30's, makes one of his characters, a hospital nurse, repeatedly use two enigmatic abbreviations: G.F. and P. F.; at last the patient asks her to clear the mystery.
"What about Roy Stewart?" asked the man in bed.
"Oh, he's the fella I was telling you about," said Miss Lyons. "He's my G. F B. F"
"Maybe I'm a D.F. not to know, but would yoa tell me what a B.F. and G.F. are?"                              
"Well, you are dumb, aren't you?" said Miss Lyons. "A G.F., that's a girl friend, and a B.F. is a boy friend. I thought everybody knew that"
The phrases boy friend and girl friend, now widely used everywhere, originated in the USA. So it is an Americanism in the wider meaning of the term, i.e. an Americanism "by right of birth", whereas in the above definition it was defined Americanism synchronically as lexical units peculiar to the English language as spoken in the USA. Particularly common in American English are verbs with the hanging postpositive. They say that in Hollywood you never meet a man: you meet up with him, you do not study a subject but study up on it. In British English similar constructions serve to add a new meaning.
With words possessing several structural variants it may happen that some are more frequent in one country and the others in another. Thus, amid and toward, for example, are more often used in the States and amidst and towards in Great Britain.    
A well-known humourist G. Mikes goes as far as to say: "It was decid­ed almost two hundred years ago that English should be the language spoken in the United States. It is not known, however, why this decision has not been carried out." In his book "How to Scrape Skies" he gives numerous examples to illustrate this proposition: "You must be extreme­ly careful concerning the names of certain articles. If you ask for sus­penders in a man's shop, you receive a pair of braces, if you ask for a pair of pants, you receive a pair of trousers and should you ask for a pair of braces, you receive a queer look. It has to be mentioned that although a lift is called an elevator in the United States, when hitch-hiking, you do not ask for an elevator, you ask for a lift.
There is some confusion about the word flat. A flat in America is called an apartment; what they call a flat is a puncture in your tyre (or as they spell it, tire). Consequently the notice: flats fixed does not indi­cate an estate agent where they are going to fix you up with a flat, but a garage where they are equipped to mend a puncture." Disputing the common statement that there is no such thing as the American nation, he says: "They do indeed exist. They have produced the American constitution, the American way of life, the comic strips in their newspapers: .they have their national game, baseball —which is cricket played with a strong American accent — and they have a national language, entirely their own."
This is of course an exaggeration, but a very significant one. It con­firms the fact that there is a difference between the two variants to be reckoned with. Although not sufficiently great to warrant American Eng­lish the status of an independent language, it is considerable enough to make a mixture of variants sound unnatural, so that students of English should be warned against this danger.
Local Dialects in the USA
The English language in the USA is characterized by relative uniformity throughout the country. One can travel three thousand miles without encountering any but the slightest dialect differences. Nevertheless, regional variations in speech undoubtedly exist and they have been observed and recorded by a number of investigators. The following three major belts of dialects have so far been identified, each with its own characteristic features: Northern, Midland and South­ern, Midland being in turn divided into North Midland and South Mid­land.
The differences in pronunciation between American dialects are most apparent, but they seldom interfere with understanding. Distinctions in grammar are scarce. The differences in vocabulary are rather numer­ous, but they are easy to pick up.
Cf., e.g., Eastern New England sour-milk cheese, Inland Northern Dutch cheese, New York City pot cheese for Standard American/cottage cheese (творог).
The American linguist F. Emerson maintains that American Eng­lish had not had time to break up into widely diverse dialects and he believes that in the course of time the American dialects might finally become nearly as distinct as the dialects in Britain. He is certainly great­ly mistaken. In modern times dialect divergence cannot increase. On the contrary, in the United States, as elsewhere, the national language is tending to wipe out the dialect distinctions and to become still more uniform.
Comparison of the dialect differences in the British Isles and in the USA reveals that not only are they less numerous and far less marked in the USA, but that the very nature of the local distinctions is different. What is usually known as American dialects is closer in nature to region­al variants of the literary language. The problem of discriminating between literary and dialect speech patterns in the USA is much more complicated than in Britain. Many American linguists point out that American English differs from  British English in having no one locality whose speech patterns have come to be recognized as the model for the rest of the country.

It should of course be noted that the American English is not the only existing variant. There are several other variants where difference from the British standard is normalized. Besides the Irish and Scottish vari­ants that have been mentioned in the preceding paragraph, there are Aus­tralian English, Canadian English, Indian English. Each of these has de­veloped a literature of its own, and is characterized by peculiarities in phonetics, spelling, grammar and vocabulary. Canadian English is influenced both by British and American Eng­lish but it also has some specific features of its own. Specifically Cana­dian words are called Canadianisms. They are not very frequent outside Canada, except shack 'a hut' and to fathom out 'to explain'.
The vocabulary of all the variants is characterized by a high percent­age of borrowings from the language of the people who inhabited the land before the English colonizers came. Many of them denote some spe­cific realia of the new country: local animals, plants or weather condi­tions, new social relations, new trades and conditions of labour. The local words for new not ions penetrate into the English language and later on may become international, if they are of sufficient interest and importance for people speaking other languages. The term international w о г d s is used to denote words borrowed from one language into sev­eral others simultaneously or at short intervals one after another. International words coming through the English of India are for in­stance: bungalow n, jute n, khaki adj, mango n, nabob n, pyjamas, sahib, sari.
Similar examples, though perhaps fewer in number, such as boome­rang, dingo, kangaroo are all adopted into the English language through its Australian variant. They denote the new phenomena found by Eng­lish immigrants on the new continent. A high percentage of words bor­rowed from the native inhabitants of Australia will be noticed in the so­norous Australian place names.
Otherwise an ample use was made of English lexical material. An intense development of cattle breeding in new conditions necessitated the creation of an adequate terminology. It is natural therefore that nouns like stock, bullock or land find a new life on Australian soil: stockman 'herdsman', stockyard, stock-keeper 'the owner of the cattle'; bullock v means 'to work hard', bullocky dray is a dray driven by bullocks; an inlander is a stock-keeper driving his stock from one pasture to another, overland v is 'to drive cattle over long distances'; to punch a cow 'to conduct a team of oxen'; a puncher 'the man who conducts a team of oxen'; tucker-bag 'the bag with provision'.
The differences described in the present chapter do not undermine our understanding of the English vocabulary as a balanced system. It has been noticed by a number of linguists that the British attitude to this phenomenon is somewhat peculiar. When anyone other than an Englishman uses English, the natives of Great Britain, often half-consciously, perhaps, feel that they have a special right to criticize his usage because it is "their" language. It is, however, unreasonable with respect to people in the Vfiited States, Canada, Australia and some other areas for whom English is their mother-tongue. Those who think that the Ameri­cans must look to the British for a standard are wrong and, vice versa, it is not for the American to pretend that English in Great Britain is inferior to the English he speaks. At present there is no single "correct" English and the American, Canadian and Australian English have devel­oped standards of their own.


I. English is the national language of England proper, the USA, Australia and some provinces of Canada. It was also at different times imposed on the inhabitants of the former and present British colonies and. protectorates as well as other Britain- and US-dominated territories, where the population has always stuck to its own mother tongue.
II. British English, American English and Australian English are variants of the same language, because they serve all spheres of verbal communication. Their structural pecularities, especially morphology, syntax and word-formation, as well as their word-stock and phonetic system are essentially the same. American and Australian standards are slight modifications of the norms accepted in the British Isles. The status of Canadian English 'has not yet been established.        
III. The main lexical differences between the variants are caused by the lack of equivalent lexical units in one of them, divergences in the semantic structures of polysemantic words and peculiarities of usage of some words on different territories.
IV. The British local dialects can be traced back to Old English dia­lects. Numerous and distinct, they are characterized by phonemic and structural peculiarities. The local dialects are being gradually replaced by regional variants of the literary language, i. e. by a literary standard with a proportion of local dialect features.                              
V. The so-called local dialects in the British Isles and in the USA are used only by the rural population and only for the purposes of oral communication. In both variants local distinctions are more marked in pronunciation, less conspicuous in vocabulary and insignificant in grammar.        
VI. Local variations in the USA are relatively small. What is called by tradition American dialects is closer in nature to regional variants of the national literary language.