INSTITUTO SUPERIOR TECNOLGICO

NORBERT WIENER

Manual del Alumno

ASIGNATURA: Ingles Tcnico

Avanzado
PROGRAMA: S3C
LIMA-PERU

Manual del Alumno

ndice General
Pag N
1. Vocabulario Tecnico - Visual Net............................................................ 1
2. Vocabulario Tecnico Assembling.................................................................................. 2
3.

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

4. Vocabulario Tcnico Evaluacin....................................................................................

5. Prctica Calificada............................................................................................................
6. Vocabulario Tcnico Bios.......................

7. Reading Comprehension Configuracin del Bios........................................................ 8

8. .Reading Comprehension - Redes............................... ....................................................9
9. Vocabulario Tcnico Evaluacin...................................................................................
10. Examen Parcial...................................................................................................................
11. Vocabulario Tcnico Marketing.................................................................................11
12. Vocabulario Tcnico Sales............................................... 13
13. Vocabulario Tcnico Personnel........................... ....................................................... .15
14. Vocabulario Tecnico Evaluacin...................................................................................
15. Practica Calificada..........................................................................................................
16. Vocabulario Tecnico Application Form...........................................................................17
17. Writing Employment Covering Letter..........................................................................19
18. Writing Curriculum Vitae.................................................................................................21
19. Examen Final ....................................................................................................................
20. Examen Sustitutorio............................................................................................................
.

_____________________________________________________________________________
Curso: Ingles Tecnico Avanzado
Ciclo: VI

Manual del Alumno

1. Vocabulario Tcnico Visual Net

How to create a Form
In a Windows-based application, the form is the primary element for user interaction. By
combining controls and your own actions, you can request information from the user and
respond to it.
In Visual Studio.NET, a form is a window used in your application. When you create a
new Windows Application project, Visual Studio.NET provides a Designer view that
contains a form. The default form contains the minimum elements used by most forms: a
title bar, a control box, and Minimize, Maximize, and Close buttons.
Procedure: Creating forms.
Most applications require more than one window. You must add a form to your project for
every window that your application requires.
To add additional forms to your project:
1. If Solution Explorer is not opern, on the View menu, click Solution Explorer.
2. In Solution Explorer, right-click the project name, point to Add, and then click Add
Windows Form.
3. In the Add New Item dialog box, in the Name box, type an appropriate name for the
form, and then click Open.
How to set Form Properties
When you are building the user interface of a Windows-based application, you must set the
properties for the objects that you create.
Common form Properties
The following table describes some common form properties that you typically set at
design time.
Property
(Name)

Desscription
Sets the name of the form in your project.
This is not the name that is displayed to the user
In the caption bar but rather the name that you
Will use in your code to reference the form.)
Important: If you change the (Name) property
Of your form, you must set the startup object for
Your project to the new name or the project will
Not start up correctly.

AcceptButton

Sets which button is clicked when the user presses

The ENTER key.
Note: You must have at least one button on your

Default setting
Form 1(Form2,
Form3, and so
on.

None

Manual del Alumno

Form to use this property.
CancelButton

Sets which button is clicked when the user presses

The ESC key.
Note: you must have at least one button on your
Form to use this property.

None

ControlBox

Determines whether a form displays a control box

In the caption bar. The control box can contain the
Minimize button, Maximize button, Help button,
And the Close button.

True

FormBorderStyle

Controls the appearance of the border for the form.

This will also affect how the caption bar appears
And what buttons appear on it.

Sizable

MaximizeBox

Determines whether a form has a Maximize button

In the upper right corner of its caption bar.

True

MinimizeBox

Determines whether a form has a Minimize button

In the upper right corner of its caption bar.

StartPosition

Determines the position of a form on the screen

When it first appears.

Text

Sets the text displayed in the caption bar of the

Control.

True
Windows
Default
Location
Form 1(Form2,
Form3, and
So on.)

2. Vocabulario Tcnico Assembling

Troubleshooting and Correcting Problems
The majority of floppy drive problems are caused primarily by improper drive
configuration, installation, or operation. Unfortunately, floppy drive configuration and
installation is much more complicated than the average technician seems to realize. Even
if you had your drive professionally installed, it still might have been done incorrectly.
Handling the Phantom Directory (Disk Change)
One of the most common mistakes people make when installing a disk drive is
incorrectly setting the signals sent by the drive on pin 34 of the cable to the controller. All
drives except the 360K drive must be configured so that a Disk Change (DC) signal is sent
along pin 34 to the controller.
If you do not enable the DC signal when the system expects you to, you might end
up with trashed disks as a result. For example, a PC user with disk in hand might say to

Manual del Alumno

you, Moments ago, this disk contained by document files, and now it seems as thought
my entire word processing program disk has mysteriously transferred to it. When I attempt
to run the programs that now seem to be on this disk, they crash or lock up my sistem. Of
course, in this case the disk has been damaged, and you will have to perform some datarecovery magic to recover the information for the user.
You also can observe this installation defect manifested in the phantom directory
problem. For example, you place a disk with files on it in the A drive of your ATcompatible system and enter the DIR A: command. The drive starts spinning, the access
light on the drive comes on, and after a few seconds of activity, the disk directory scrolls
up the screen. When you look at the directory listing that has appeared, you discover in
amazement that it is the same listing as on the first disk you removed from the drive.
Understand that the disk you have inserted in the drive is in danger. If you write on
this disk in any way, you will cause the file-allocation tables and root-directory sectors
from the first disk(which are stored in your systems memory) to be copied over to the
second disk, thereby blowing away the information on the second disk. Most ATcompatible systems with high- or low-density controllers utilize a floppy disk caching
system that buffers the FATs and directories from the floppy disk that was last read in
system RAM. Because this data is kept in memory, these areas of the disk do not have to
be reread as frequently. This system greatly speeds access to the disk.
Opening the door lever or pressing the eject button on a drive normally sends the
Disk Change signal to the controller, which in turn causes DOS to flush out the floppy
cache. This action causes the next read of the disk drive to reread the FAT and directory
areas. If this signal is not sent, the cache is not flushed when you change a disk, and the
system acts as though the first disk still is present in the drive. Writing to this newly
inserted disk writes not only the new data but also either a full or partial copy of the first
disks FAT and directory areas. Also, the data is written to what was considered free space
on the first disk, which might not be free on the subsequent disk and results in damaged
files and data.
This problem has several simple solutions. One is temporary, the other is
permanent. For a quick, temporary solution, press Ctrl-Break or Ctrl-C immediately after
changing any disk, to force DOS to manually flush the floppy I/O buffers. This method is
exactly how the old CP/M operating system used to work. After pressing Ctrl-Break or
Ctrl-C, the next disk access rereads the FAT and directory areas of the disk and places fresh
copies in memory. In other words you must be sure that every time you change a disk, the
buffer gets flushed. Because these commands work only from the DOS prompt, you must
not change a disk while working in an application.
A more permanent and correct solution to the problem is simple just correct the
drive installation. In my experience, incorrect installation is the root cause of this problem
nine out of ten times. Remember this simple rule : If a jumper block is on the disk drive
labeled DC, you should install a jumper there. If you are absolutely certain that the
installation was correct for example, the drive has worked perfectly for some time, but

Manual del Alumno

then suddenly develops this problem check the following list of items, all of which can
prevent the Disk Change signal from being sent:
Drive configurations/Setup. Make sure that the DC jumper is enabled, check
CMOS Setup.
Bad cable. Check for continuity on pin 34.
Bad Disk Change sensor. Clean sensor or replace drive and retest.
Bad drive logic board. Replace drive and retest.
Bad controller. Replace controller and retest.
Wrong DOS OEM version.
The last of these checklist items can stump you because the hardware seems to be
functioning correctly. As a rule, you should use only the DOS supplied by the same
OEM as the computer system on the system. For example, use IBM DOS on IBM
systems, Compaq DOS on Compaq systems, Zenith DOS on Zenith systems, Toshiba
DOS on Toshiba systems, Tandy DOS on Tandy systems, and so on. This problem is
most noticeable with some laptop systems that apparently have a modified floppy
controller design, such as some Toshiba laptops. On many of these systems, you must
use the correct Toshiba, for example, OEM version of DOS.
Exercise 1 - Look for Assembling Technical vocabulary and make a list with the
Spanish meaning.
Exercise 2 Translate the text above.
3. Vocabulario Tcnico Visual Internet.
Windows Forms vs. Web Forms
When designing applications that involve a user interface, you have two choices:
Windows Forms and Web Forms. Both have full design-time support in the development
environment and can provide rich user interface and advanced application functionality to
solve business problems. When you have multile options, it is important for you to know
which option to use when.
Windows Forms are used to develop applications where the client is expected to shoulder a
significant amount of the processing burden in an application. These include classic
desktop applications for the Microsoft Win32 application programming interface.
Examples include drawing or graphics applications, data-entry systems, point-of-sale
systems, and games. All of these applications rely on the power of the desktop computer
for processing and high-performance content display.
ASP.NET Web Forms are used to create applications in which the primary user interface is
a browser. This includes applications intended to be available publicly on the World Wide
Web, such as e-commerce application.
Windows Forms vs Web Forms

Manual del Alumno

The following Table provides a comparison of different application criteria and how
Windows Forms and WebForms technologies address these criteria.
Feature/criterion

Windows Forms

Web Forms

Deployment

Applications can be downloaded

Installed, and run directly on the
Users computers without any
Alteration of the registry.

Have no client deployment,

the client requires only a
browser. The server must
Be running Microsoft.NET
Framework. Updates to the
Application are made by
Updating code on the server.

Graphics

Windows Forms include Graphic

Design Interface (GDI+), which
Allows sophisticated graphics
To be used for games and other
Extremely rich graphical
Environments.

Interactive or dynamic
graphics require round trips to
the server for updates when
used on Web Forms. GDI+ can
be used on the server to create
Custom graphics.

Responsiveness

Windows Forms can run

Entirely on the client
Computer, they can provide the
Quickest response speed for
Applications requiring a high
Degree of interactivity.

If you know that users will

have Microsoft Internet
Explorer 5 or later, a Web
Forms application can take
advantage of the browsers
Dynamic HTML (DHTML)
Capabilities to create a rich,
Responsive UI. If users have
Other browsers, most
Processing (including UIRelated tasks such as
Validation) requires a round
Trip to the Web server, which
Can affect responsiveness.

Platform

Windows Forms require the

.NET Framework to be
running on the client computer.

Web Forms require only a

browser. DHTML-capable
Browsers can take advantage
of extra features, but Web
Forms can be designed to work
With all browsers. The Web
Server must be running .NET}
Framework.

Programming
Model

Windows Forms are based on

a client-side, Win-32 based
Message-pump mode, in which

Web Forms rely on a largely

asynchronous, disconnected
model, in which components

Manual del Alumno

Instances of components are
Created, used, and discarded
By the developer.

Security

are loosely coupled to the

application front end.
Typically, application
Components are invoked by
HTTP. This model may not
Be suitable for applications
That require extreme
Throughput from the user end
Or for those with high-volume
Transactions. Similarly, Web
Forms applications may not be
Suitable for database
Applications that require high
Levels of concurrency control
(for example, pessimistic
locking).

Windows Forms use granularWe Forms allow you to control

Permissions in its implementation the identity under which server
Of code access security to
application code is executed.
Protect computer resources and
Applications can execute code
Sensitive information. This
by using the identity of the
Allows careful exposure of
requesting entity, which is
Functionality, while retainingknown as impersonation.
Security.
Applications can also
dynamically tailor content
Based on the requestors
Identity or role. For example,
A manager could receive
Access to a site or to content
That requires a higher level of
Security than someone with
Lesser credentials.

4. Vocabulario Tcnico Evaluacin

5. Prctica Calificada

Manual del Alumno

Curso: Ingls Tcnico Avanzado

Ciclo: VI

7
6. Vocabulario Tcnico Bios
Managing and Updating Your Bios
Upopn First Use of the Computer System
It is recommended that you save a copy of the original motherboard Bios along with a
Flash Memory Writer utility (AFLASH.EXE) to a bootable floppy disk in case you need to
reinstall the Bios later. AFLASH.EXE is a Flash Memory Writer utility that updates the
Bios by uploading a new Bios file to the programmable Flash ROM on the motherboard.
This file works only in DOS mode. To determine the Bios version of your motherboard,
check the last four numbers of the code displayed on the upper left-hand corner of your
screen during bootup. Larger numbers represent a newer Bios File.
Type FORMAT A:/S at the DOS prompt to create a bootable system floppy
disk. Do not copy AUTOEXE.BAT 6 CONFIG.SYS to the disk.
Type COPY D:/AFLASH/AFLASH.EXE A: (assuming D is your CD- ROM
drive) to copy AFLASH.EXE to the just created boot disk.
Note: AFLASH works only in DOS mode. It will not work with DOS prompt
in Windows and will not work with certain memory drivers that may loaded
when you boot from your hard drive. It is recommewnded that you reboot
using a floppy.
Reboot your computer from the floppy disk. Note: Bios setup must specify
Floppy as the first item in the boot sequence.
In DOS mode, type A:/AFLASH <Enter> to run AFLASH.
Important: If you unknown is displayed after Flash Memory, the memory chip
is either not programmable or is not supported by the ACPI BIOS and therefore,
cannot e programmed by the Flash Memory Writer utility.

10

Manual del Alumno

Select 1. Save Current Bios to File from the Main menu and press <Enter >. Sthe
Save Current Bios to File screen appears.

Type a filename and the path, for example, A:/XXX-XX.XXX and then press
<Enter>.
Bios Setup Program
This motherboard supports a programmable EEPROM that can be updated using the
provided utility.
The utility is used if you are instlling a motherboard, reconfiguring your system, or
prompted to Run Setup. This section describes how to configure your system using this
utility.
Even if you are not prompted to use the Setup program, at some time in the future you may
want to change the configuration of your computer. For example, you may want to enable
the Security Passwrord Feature or make changes to the power management settings. It will
thebn be necessary to reconfigure your system using the BIOS Setup program so that the
computer can recognize these changes and record them in the CMOS RAAM of the
EEPROM.
8.
7. Reading Comprehension Bios Configuration
I/O Device Configuration
Onboard FDC Swap A & B (No Swap)
This field allows you to reverse the hardware drive letter assignments of your floppy disk
drives. Configuration options: (No Swap) (Swap AB).
Floppy Disk Access Control (R/W)
When set to (Read Only), this field protects files from being copied to floppy disks by
allowing reads from the floppy disk drive but not writes. The setup default (R/W) allows
both reads and writes. Configuration options: (R/W) (Read Only).
Onboard Serial Port 1 (3F8H/IRQ4), Onboard Serial Port 2 (2F8H/IRQ3)
These fields allow you to set the addresses for the onboard serial connectors. Serial Port 1
and Serial Port 2 must have different addresses. Configuration options: (3F8H/IRQ4)
(2F8H/IRQ3) (3E8H/IRQ4 ) (2E8H/IRQ10) (Disabled)
PCI Configuration
Slot 1 IRQ, Slot 2 IRQ, Slot 3/6 IRQ, Slot 4/5 IRQ (Auto)
These fields set how IRQ use is determined for each PCI slot. The default setting for each
field is (Auto), which uses auto-routing to determine IRQ use. Configuration options:
(Auto) (NA) (3) (4) (5) (7) (9) (10) (11) (12) (14) (15).

11

Manual del Alumno

PCI/VGA Palette Snoop (Disabled)
Some nonstandard VGA cards, such as graphics accelerators or MPE Video Cards, may not
show colors properly. The setting (Enabled) should correct this problem. Otherwise, leave
this on the default setting of (Disabled). Configuration options: (Disabled) (Enabled)
PCI Latency Timer (32)
Leave on default setting for best performance vs. stability.
SYMBIOS SCSI BIOS (Auto)
(Auto) allows the motherboards Bios to detect whether you have a Symbios SCSI card. If
the Symbios SCSI card is detected, the motherboards Symbios Bios will be enabled, if no
Symbios SCSI card is detected, the onboard Symbios SCSI Bios will be disabled.
(Disabled) will disable the motherboards Symbios SCSI Bios so that the Bios on an
external Symbios SCSI card can be used. If your Symbios SCSI card does not have a Bios,
the Symbios SCSI card will not function. Configuration options: (Auto) (Disabled).
Course: Ingls Tcnico Avanzado
Ciclo: VI

9
8. Reading Comprehension - Redes
Lan Technology Characteristics
Most data traffic in existing Customer Premises Networks is sent over Local Area
Networks (LANs), such as Ethernet/EEE 802.3 and IEEE 802.5 networks. The services
provided by todays LANs differ from those of ATM.
The messages may be characterized as connectionless, versus the connectionoriented approach of ATM.
Broadcast and multicast are easily accomplished through the shared medium of a
LAN.
LAN MAC addresses, based on manufacturing serial numbers, are independent of
the network topology.
The need for LAN Emulation
In order to use the vast base of existing LAN application software, it is necessary to define
an ATM service, herein called LAN Emulation, that emulates services of existing LANs
across an ATM network and can be supported via a software layer in end systems. Indeed,
if such a LAN Emulation services is provided for an ATM network, then end systems (e.g.
workstations, servers, bridges, etc.) can connect to the ATM network while the software
application interact as if they are attached to a traditional LAN. Also, this services will
support interconnection of ATM networks with traditional LANs by means of todays
bridging methods. This will allow interoperability between software applications residing
on ATM-attached end systems and on traditional LAN end systems. The LAN Emulation

12

Manual del Alumno

service will be important to the acceptance of ATM, since it provides a simple and easy
means for running existing LAN applications in the ATM environment.
LAN-Specific Characteristics to be Emulated
Connectionless Services
LAN stations today are able to send data without previously establishing connections.
LAN Emulation provides the appearance of such a connectionless service to the
participating end systems.
Multicast Services
The LAN emulation service supports the use of multicast MAC addresses (e.g. broadcast,
group, or functional MAC addresses). The need for a multicast service for LAN Emulation
comes from classical LANs where end stations share the same media. Note that supporting
broadcast/multicast traffic does not necessarily mean that all messages addressed to a
multicast MAC address must be distributed to every station. A large number of todays
LAN protocols use broadcast or multicast messages. A service could be established to
intercept these messages and forward them directly to their designations instead of
broadcasting them to every station. A simpler alternative would be to forward multicast
messages to all stations and then rely upon filtering in those stations, as is done in existing
LANs. This simpler approach is adopted in LAN Emulation.
Interconnection With Existing LANs
The LAN emulation service provides not only connectivity between ATM- attached end
systems, but also connectivity with LAN-attached stations. This includes connectivity
both from ATM stations to LAN stations as well as LAN stations to LAN stations across
ATM. MAC layer LAN Emulation is defined in such a way that existing bridging
methods can be employed, as they are defined today. Note, that bridging methods include
both Transparent Bridging and Source Routing Bridging.
Description of LAN Emulation Service
Basic Concepts.
LAN Emulation enables the implementation of emulated LANs over an ATM network. An
emulated LAN provides communication of u8ser data frames among all its users, similar to
a physical LAN. One or more emulated LANs could run on the same ATM network.
However, each of the emulated LANs is independent of the others and users cannot
communicate directly across emulated LAN boundaries. Note, that communication
between emulated LANs is possible only through routers or bridges (possibly)
implemented in the same end station). Each emulated LAN is composed of a set of LAN
Emulation Clients (LE Clients, or LECs) and a single LAN Emulation Services (LE
Service). Each emulated LAN is one of two types.
Ethernet/IEEE 802.3
Token Ring/IEEE 802.5
LAN Emulation may be used in one of the two configurations
End Stations (e.g. PC or workstations)
Intermediate Systems (e.g. Bridges or LAN switches)

13

Manual del Alumno

LAN Emulation in Bridges and LAN Switches
LAN Emulation is used in the intermediate systems like Bridges and LAN switches to
enable physical Ethernet or Token Ring segments to interconnect with each other and with
end stations across the ATM network. These devices can be thought of as a special kind of
an end station which represents a number of MAC addresses the MAC addresses of the
stations attached to the LAN segment. The Bridges and LAN Switches conceptually
perform the actions of transferring the frames from one segment to the other according to
the frame destination MAC address or the route information in the frame. When a physical
LAN segment is to be connected to the ATM emulated LAN the Bridge with two interfaces
ATM emulation and Standard LAN interface is required. The Bridge then receives the
frames from the physical LAN and applies standard logic to decide whether to forward the
frame.
9. Vocabulario Tcnico - Evaluacin
10. Examen Parcial.

Curso: Ingls Tcnico Avanzado

Ciclo: VI
11
11. Vocabulario Tcnico Marketing
The terms market and marketing can have several meanings depending upon how they
are used. The term stock market refers to the buying and selling of shares in
corporations as well as other activities related to stock trading and pricing. The
important world stock markets are in London, Geneva, New York, Tokyo, and
Singapore. Another type of market is a grocery market. Which is a place where people
purchase food. When economists use the word market they mean a set of forces or
conditions that determine the price of a product, such as the supply available for sale
and the demand for it by consumers. The term marketing in business includes all of
these meanings and more.
In the past, the concept of marketing emphasized sales. The producer or manufacturer
made a product he wanted to sell. Marketing was the task of figuring out how to sell
the product he wanted to sell. Marketing was the task of figuring out how to sell the
product. Basically, selling the product would be accomplished by sales promotion,
which included advertising and personal selling. In addition to sales promotion,
marketing also involved the physical distribution of the product to the places where it
was actually sold. Distribution consisted of transportation, storage, and related services
such as financing, standardization and grading, and the related risks.

14

Manual del Alumno

The modern marketing concept encompasses all of the activities mentioned, but it is
based on a different set of principles. It subscribes to the notion that production can be
economically justified only by consumption. In other words, goods should be
produced only if they can be sold. Therefore, the producer should consider who is
going to buy the product or what the market for the product is before production
begins. This is very different from making a product and then thinking about how to
sell it.
Marketing now involves first deciding what the customer wants, and designing and
producing a product that satisfies these wants at a profit to the company. Instead of
concentrating solely on production, the company must consider the desires of the
consumer, and this is much more difficult since it involves human behavior.
Production, on the other hand, is mostly an engineering problem. Thus, demand and
market forces are still an important aspect of modern marketing, but they are
considered prior to the production process.
Because products are often marketed internationally, distribution has increased in
importance. Goods must be at the place where the customer needs them or brought
there. This is known as place utility, it adds value to a product. However, many
markets are separated from the place of production, which means that often both raw
materials and finished products must be transported to the points where they are
needed.
Raw materials requiring little or no special treatment can be transported by rail, ship, or
barge at low cost. Large quantities of raw materials travel as bulk freight, but finished
products that often require special treatment, such as refrigeration or careful handling,
are usually transported by truck. This merchandise freight is usually smaller in volume
and requires quicker delivery. Merchandise freight is a term for the transportation of
manufactured goods.
Along all points of the distribution channel various amounts of storage are required.
The time and manner of such storage depends upon the type of product. Inventories of
this stored merchandise often need to be financed.
Modern marketing is therefore a coordinated system f many business activities, but
basically it involves four things: 1) selling the correct product at the proper place, 2)
selling it at a price determined by demand, 3) satisfying a customers need and wants,
and 4) producing a profit for the company.
Answer the following questions about paragraphs 5, 6, 7 and 8.
What activity of marketing deals with the need for goods to be at the place where
customers can use them?
How does distribution add to the value of the product?
List three characteristics of bulk freight transport.
What type of freight is best suited for bulk transport?

15

Manual del Alumno

How does the cost of rail freight compare with truck freight?
Is financing more important for finished products than for raw materials? Why?
Why do you think finished products require faster transport than raw materials?

Curso: Ingls Tcnico Avanzado

Ciclo: VI

13
12. Vocabulario Tcnico Sales
Promotion is the aspect of marketing concerned with increasing sales. Marketing must be
considered in making production decisions, and promotion must be considered in the
overall marketing process. Promotion attempts to persuade and influence the customers
attitude in various ways. It is oriented toward producing a customer for the product rather
than a product for the customer. Economists believe price should be determined by supply
and demand. Promotion attempts to increase demand for a product and thereby increase
sales. It wants to make the demand for a product inelastic (unchangeable) when prices
increase and elastic when prices decrease. In other words, through promotion, companies
try to keep demand and sales constant when prices increase. They do not want an increase
in the price of their product to result in lower sales, instead they want demand for the
product to increase, hoping that an increase in sales volume will offset (balance) the
decrease in price.

16

Manual del Alumno

Three main promotional activities are advertising, personal selling, and sales promotion.
Advertising is a nonpersonal presentation of goods, services, or ideas aimed at a mass
audience. It is particularly suited for products that are widely distributed, such as
convenience goods. There are several methods of advertising and several media. The
method selected depends upon the product , the distribution of the market, and the type of
information which the company wishes to convey (communicate) about its product. For
example, television advertising reaches a large audience. It has the advantage of appealing
to the emotions of the audience through the senses of sight and sound. Television
advertisements are expensive to produce and must be repeated thousands of times in order
to justify the cost of production. Newspaper advertisements, on the other hand, can appear
on a particular day in a particular geographic area. A newspaper advertisement can contain
a lot of written detail that appeals to the logic of the reader. It explains why he should
purchase a particular product or service.
In general, advertising works best when the demand for a product is increasing. It also
works well when there are real differences between two or more similar products such as
the different types of cars. Using advertising, a company can emphasize the differences
between its product and that of the competition. The purpose of advertising is to
communicate information that convinces a customer to buy a specific product.
Personal selling involves a salesperson trying to convince customers directly to buy a
product. Personal selling is very effective when there is a concentrated market for a
product in other words, the product is not for general consumption by the public. For
example, airplanes are purchased only by airlines, not by the general public. There would
be little point in advertising them on television. The same is true for many industrial goods.
A sales representative usually gets a commission. If the product has a high unit value, in
other words each individual item is very expensive, the cost of the product justifies the
commission paid to the sales representative for his or her work. If the product must be
individually tailored to (designed for) the purchaser, the salesperson must be able to sell
exactly what the customer needs. Sales staff are also needed to demonstrate a product.
This is particularly important for new products which may be unfamiliar to the customer.
Finally personal selling is necessary when there is negotiation about the price of the
product, for example, when a trade-in is involved.
Sales promotion involves several activities. It is becoming increasingly important in the
self-service environment where there is often no sales staff. Sales promotion activities are
of two types: information and stimulation. Examples of information promotion are a
pamphlet or booklet bout the product, a demonstration, market research information telling
about the nature of the customers, and dealer training and managerial advice from
producers. Stimulation promotion can be accomplished by the distribution of free samples,
reduced price promotions, premiums, and coupons. A premium is something that the
customer receives as a bonus when he purchases a product. For example, a customer
purchasing a razor might receive a free package of razor blades. A coupon is a certificate
which entitles the customer to purchase the product at a reduced price. Sales promotions
also involve displays of the products. Displays can increase sales as well. A customer
might make a decision to buy a particular product like a convenience item simply on the
basis of a display that makes the item easy to see and reach.

17

Manual del Alumno

Basically there are two ways to increase sales of products: find new markets and increase
market share. A company seeking anew markets can expand its geographical sales area or
try to sell its products to a different segment of the population. In this case promotion may
involve increased advertising to spread information about the product. Personal selling at
the wholesale level can encourage additional retailers to carry the product.
A different market situation requires a different method of promotion. When a market is
saturated, it means that there are no new customers to be found. A company then needs to
lure (attract) customers from the competition and gain a greater share of the total market.
To increase market share, the marketing department of a company must design a total
program of promotion for a particular product. Such a program may involve increased
advertising to remind the customer of the name of the product. In advertising the company
will also emphasize the superiority of its product by comparing it with the competitions
product. A program to increase market share may also include convincing a retailer to
allow more shelf space (display area) in the store for the product. Sales promotions may
include contest, coupons, and price discounting. Increasing market share involves more
stimulation of the buyers emotions than does finding new markets where simply
furnishing information about the product may increase sales.
Answer the following questions about paragraphs 2, 3, and 4.
Who should receive the advertisers message?
Why are television advertisements repeated so often?
Which medium appeals through sight and sound?
Who does personal selling
Who should receive the advertisers message?
Answer the following questions about paragraphs 4, 5, 6, and 7.
Why is advertising probably not effective for the sale of industrial goods?
What is one difference between sales promotion and personal selling?
Which sales promotional activity is similar to personal selling?
How might advertising help increase market share?
How should a company decide which promotional activities to use?
15
13. Vocabulario Tcnico Personnel
The Importance and Role of the Personnel Department
Personnel refers to all the people who work for a firm. Most large companies have special
personnel departments which are responsible for employer-employee relations. The
personnel department is a staff department, which means that it is not directly involved
with production, but that it provides a service to the managers. The most important
services which the personnel department provides are recruiting, that is, finding new
workers or managers for the company, deciding which aplicants are most suitable for

18

Manual del Alumno

employment by the firm, and developing and implementing personnel policies and
procedures for the benefit of the company as well as the employees.
Most businesses continually need to recruit good personnel to replace workers who retire
or quit and to fill new jobs created when the company expands (grows). After management
has determined (decided on) the goals of the company and the positions needed, the
personnel department must find qualified people to fill those positions. Depending upon
management policy and the nature of the position, recruiting may be done internally or
externally. Internal recruitment means that the person chosen for the position is selected
from the current employees of the company. This is either by promotion or transfer.
Promotion means an employee receives a job with more authority and responsibility than
his present job. He employee usually expects to receive an increase in salary along with
the new position. A transfer refers to a job or department change for a worker. A transfer
without promotion is a lateral transfer. It may involve different working conditions or
different hours. Companies that recruit internally often promote internally, which means
that the managers have worked their way up from lower positions. It may also mean that
the company may hire new employees only at lower positions.
External recruitment means that the company is looking for new employees from outside
the firm. All companies do some type of external recruitment. If they are looking for
employees with special training or education, they will often recruit at university capuses.
They make arrangements with the placement office at the campus to interview graduating
students. Sometimes they are seeking top level managers who they will recruit from other
firms, often from their competitors. Other methods of recruiting involve the use of
advertising in newspapers and professional publications, and even paying a fee or
commission to an executive placement service.
Most recruiting involves a job announcement containing a desciption of the job. The
personnel department produces a formal job description. If the firm is not well known, the
job description may begin with some basic information about the company and its
products. This is usually followed by the title of the position the company wants to fill, for
example, Senior Design Engineer or Vice President in Charge of Finance. Then the duties
and responsibilities of the job are given, as well as where that position fits in the
organizational chart (plan) (that is, who the person reports to and who the person
supervises). Next appear the qualifications for the job, such as the professional training or
skils needed. The salary and fringe benefits (extra items such as insurance or a retirement
fund) paid for by the company should also be mentioned. Finally, the job description will
tell the applicant exactly what to do if he is interested in the position.
The personnel department should have a method for choosing the best candidate from
among the applicants for the position. In some companies this may involve testing
prospective employees. Civil service or government jobs often require applicants to
compete with each other on written tests. Those applicants with the highest scores are
selected for an interview. Other companies may assign points for certain items on the
application form, such as experience or education. They may then total the points and
select the applicants with the highest totals. After the applications have been evaluated, the

19

Manual del Alumno

best qualified applicants are invited to an interview. In the interview the applicants
personality and ability to work with others may be judged.
Some people feel the most important function (job) of the personnel department is the
development of personnel policies. For efficiency and fairness, a company should have a
specific formal written procedure for dealing with its employees. Otherwise, decisions
must be made on a case by case basis, and this could adversely (unfavorably) affect
employee morale. These procedures should state working conditions, salary scale, and
fringe benefits such as paid vacation, paid sick leave, group insurance, pension or
retirement plan all things received in addition to pay. Part of the policy may also include
a procedure for notifying employees of openings (new jobs) or promotional oportunities.
In addition, there is often a procedure for handling grievances (complaints), which an
employee can use if he feels that he has been treated unfairly by the employer. All of these
items may be part of a union contract between the employer and the employees who are
members of a union (an organization that looks after the interest of the workers).
Answer the following questions about paragraphs 5 and 6. (use your own words)
What two methods do employers use to select applicants for an interview?
What can interviews reveal about the applicants?
What is a prospective employee?
Besides recruiting and choosing new workers, what is another important function of
thpersonnel department?
Why does a company need to have a policy which is written down? What could be
the result of not having an established policy?
What are fringe benefits?
Under what conditions are there grievances?
What is one function of a union?

Curso: Ingls Tcnico Avanzado

Ciclo: VI

17
14. Vocabulario Tcnico Evaluacin
15. Prctica Calificada
16. Vocabulario Tcnico Application Form

20

Manual del Alumno

Applicant a person who is seeking a job and has taken some specifric action to
get the job.
Duty the obligation or responsibility of a job
Employee a person who works for another, usually for pay.
Employer a person or company that provides work.
Evaluate to measure an applicants qualifications.
Experience ability acquired through practice of a skill, craft, or job.
Fringe benefit what is received in addition to salary.
Grievance a reason to complain about treatment or an injustice.
Interview a face to face meeting and question and answer session with the person
who makes hiring decisions.
Personnel all the people who work for a company.
Promotion change of jobs to one with more authority and responsibility, and
usually an increase in salary.
Qualify have the necessary abilities and skills for a job.
Recruit to find new workers for a company or a position.
Salary amount of money paid regularly for work.
Suitable able to be used for a specific purpose.
Training a program of learning a specific skill.
Transfer a change of jobs from one division of a company to another without an
increase in responsibility, authority or salary.
SAMPLES OF ITEMS ON A JOB APPLICATION Application for Employment
To our applicants: Please answer all questions completely. The more we know about your
qualifications, abilities and experience, the better we will be able to offer you positions
suitable to you. If you need help to complete this application, please request assistance
from a member of this office. We will be pleased to serve you.
Name ____________________________________________Todays date_____________
Last
First
Middle initial
Present address____________________________________________________________
No.
Street
City
Country
Tel No.______________How long have you lived at above address?________________
ID No.______________
How long did you
Previous address____________________________________live there?_____________
Person to be notified in case of
Accident or emergency?___________________________________________________
Name
Address
Telephone No.
Position(s) applied for_______________________Rate of pay expected $_____________

21

Manual del Alumno

If your application is considered favorably, on what date will you be available for work?
___________________
How or whom were you referred to this enterprise?_______________________________
Specific days and hours
Would you work full-time?___________part-time?____________if part-time__________
Were you previously employed by us?_______________If yes, when?________________
Knowledge/Skills/Abilities
School Attended
Jr High School

Name and Location

Date

Course of study

Name:
City:

High School

Name:
City:

Institute

Name:
City:

Jr College

Name:
City:

University

Name:
City:

Other

Name:
City:

Describe knowledge, skills, or abilities gained in your studies which relate to the job(s) for
which you are applying_____________________________________________________
________________________________________________________________________
________________________________________________________________________
Employment/Experience
Please list all jobs and activities for the past five years or since attending schoool as a fulltime student. Include part-time employmehnt and self-employment. Include experience
gained doing volunteer work or community service work.
List the most recent
employment and activities first.
Name of employer

Your job title

Address of employer

Desscribe work you performed

City

Country

Supervisors Name and Job Title

22

Manual del Alumno

Date Started

Date ended

Duration

Pay

Reason for Leaving

Yr. Mo.
Name of employer

Your job title

Address of employer

Describe work you performed

City

Country

Supervisors Name and Job title

Date Started

Date ended

Duration

Pay

Reason for Leaving

Yr. Mo.

17. Writing Employment Covering Letter

Presentation and Structure
The layout of business letters often varies slightly from company to company.
Points to Note
Most company notepaper is headed. However, if you are writing on unheaded
paper, put your adress (but not your name) I the top right-hand corner. The address
of the company you are writing to should appear on the left so that it can be seen
through an envelope with a window. If you are writing to a specific individual I the
company, his/her name and position goes above the address.
Date can cause some confusion. 2/3/02 means the second of March in English
letters, but February third in American ones. Confusion can be avoided by
writing dates as follows: 2 March (or March 2 in the USA) 2002. The names of
the months should not be abbreviated in formal letters.
When you receive a business letter, there is usually a reference nmber at the top
following the words Our ref. This is designed to help the sender to file related
correspondence, and you should quote this reference when you reply.
If you do not know 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 Dear Sir or Madam
(Gentlemen: in the USA) and end Yours faithfully (Yours truly in the USA). If
you know the persons last name begin (for example) Dear Mrs. Jones and end
Yours sincerely. If the person is more of a friend, begin (for example) Dear Peter,
and end Best wishes. In opening and closing salutations and in addresses, it is
common not to use full stops and commas.
Refer to men as Mr. Refer to women as Ms., unless in previous correspondence
from them they have indicated that they use the title Mrs. (for married women) or
Miss (for unmarried women). Women will often indicate their preferred title by

23

Manual del Alumno

writing it in brackets after their signature, for example: Catherine Honey (Mrs.).
Most correspondents will assume you are a man unless told otherwise, so if you
sign a letter H. Jones, most people will reply beginning Dear Mr. Jones.
When you sign your name, it is common practice to type it out as well and to put
your position in the company below it. If someone in a company signs a letter on
behalf of someone else, the initials p.p. (per pro) should be used before the name to
indicate this.
If something is being sent with a letter, Enc. Or Encl. (enclosure) should appear
in the bottom left-hand corner of the page.
State your message clarly, concisely, and politely.
Guidelines for writing a letter of application.
Introduction
o State how you learned of the post(saw it in the newspaper, or other), and
specify clarly the job you are applying for.
Personal Information
o Full name, age, marital status, main interests.
Education
o Schools, Institutes, Colleges, University Degrees and Courses.
Experience
o Identify post, enterprise, period of time, responsibilities.
References
o If rrequested.
Model Application Letter
June 17, 2002
Mr. Dean Rogers
Personnel Manager
Canberra
Dear Sir,
I read your advertisement in THE PRIME NEWS of June 1, for the position of
Systems Programmer, and I am interested in applying for the post.
I am twenty-three years old and single. Im good at languages. I speak Italian,
Spanish and a little German and practice sports.

24

Manual del Alumno

After I left school I studied Computer Science for three years at Norbert Wiener
Institute and obtained my diploma.
Two years ago, I got my first job at GCG Merchant Bank where I gained experience
of specialized programming for the financial sector. I am familiar with C/UNIX,
LAN/WAN technology, and relational databases. I enjoy my work, but I do not use foreign
languages and feel that the possibilities of making progress in my career are limited.
I believe that the line of business in your company offers perspectives that better
match my training and expectations.
I hope you will consider me for an interview.
Yours faithfully,
David Manning
18. Writing - Curriculum Vitae
The Curriculum Vitae is a written account of a persons education and employment history.
The information contained must be brief but as complete as possible.
The different parts of a CV are usually organized as follows:
Heading - Name, address, Phone No. Fax No.
Optional: Other personal information: Marital status, nationality, birth
Date.
Education - Studies, Degrees, Courses, including dates (most recent first)
Work Experience - Information about jobs: titles, duties, dates (most recent first).
Additional Information : Optiontal Special skills, Languages, Interests, and
hobbies, References.
Model CURRICULUM VITAE
PERSONAL
Name
Address
Telephone
Age
Marital Status
EDUCATION
1994
1993
1992

:
:
:
:
:

Joel D. Harris
325 Malcolm, London, Uk
44 81 363 4544
24
Single

: Computing Course for the Advanced Learner

: Computer Course: Visual.Net
: Windows for IBM.
Accounting

25

Manual del Alumno

1991

: Clark Institute.
Administration and Office Work

WORK EXPERIENCE
1993/4

1992

: Programmer to the Export Department in Lester & Lester Inc.

I had to deal with banking and online information services that
Has given me the necessary commercial and technical awareness
To be able to make a valuable contribution to the systems
Development programme of clients.
: Trainee Systems Programmer for Data International, enterprise
: in the United States.

ADDITIONAL INFORMATION
Languages
Interests
References

: Fluent in Spanish, Italian, English

: Travelling
: Mrs. Mary Anne Jones (212 8776)
Mr. Richard Burns (232 5564)

Curso: Ingls Tcnico Avanzado

Ciclo: VI