Ex.19. Translate the following text into Russian in written form. Managerial grid
The Managerial Grid, which has been developed by Drs Blake and Morton, concentrates specifically on managerial behaviour. The grid is based on the traditional dichotomy of concern for people and concern for production or results. The horizontal scale from 1 to 9 shows degrees of concern for results, while the vertical scale shows degrees of concern for people, also from 1 to 9.
Five basic styles of management can now be identified on the grid: 9.1. Management (Scientific Management); 1.9. Management (Country Club Management); 1.1. Management (Impoverished); 9.9. Management (Team Management); 5.5. Management (Middle of the Road).
1 2 3 4 5 6 7 8 9
These research findings have led to a change of thinking among many theorists who have suggested that managers can be both hard and soft, simultaneously task oriented and people concerned.
On the managerial grid, a 1.1 manager is a nothing -- he is abdicative; a 1.9 is a country club type, concerned only with people and morale, not with performance; a 9.1 is a task-dominated slave driver and autocrat. The desired paragon is the 9.9 manager who is greatly concerned with both people and task.
The managerial grid is a promising concept, and training programs have been instituted to encourage managers to move toward the 7.7, 8.6 and 9.9 positions. Nonetheless, it is by no means established that most effective managers are at 9.9 (this is extremely doubtful) or that it would be desirable for all managers to move in this direction.
SPEAK AND WRITE
1.When choosing candidates for any particular job, the Americans say,: “What can this person do?”; the French say, : “What qualification has she/he got?”; the British say, “What kind of background has this person got?” Which question would you ask when you are to choose an applicant? Why?
2.Suppose you have been appointed Dean of your department. Design a curriculum that would prepare students for their role in management. Specify your objectives and the means to be used.
3.A study in one of the largest American corporations indicates that the two criteria “quality of college attended” and “ a rank in class” were the best predictors of future managerial success in that firm. If you were a recruiter for a large company, would you utilize these criteria? Why or why not?
4.What is, from your point of view, the general relation between age and job satisfaction?
5.How many different ways of finding a job can think of? Which one is the most reliable?
6.A recruiter of a big company said that they didn’t what anybody who “enjoyed exercising power”. Can you explain why?
7.What kind of a company would you like to work for: state-owned, private limited company, multinational corporation, etc. Why? Give your reasons.
8.What is the most group-oriented phase of life? Discuss why.
9. What are the qualities of an effective team player? What qualities could you contribute to a team?
10. Some people compare a small company to a family. In your view, is this analogy valid and useful? What are the benefits and risks of viewing a company as a family?
11. Examine the relationship between your needs and the rewards and satisfactions of any job you have held.
Interview four people on why they work and which of their needs are satisfied or frustrated. Summarize and comment on their responses.
“Poorly considered solution will be costly in dollars, happiness, or both” Your comments and examples.
What can be the reasons for business failure? Ground your point of view.
Comment on the following: “Excellence costs, … but in the long run mediocrity costs far more.”
The human being is a continual problem-solver, decision-maker, and innovator. Analyze your previous week (day, month, year) and describe the situations when you had to be ‘a decision-maker’, ‘a problem-solver’ and ‘an innovator’.
Mothers and fathers often have different ways of managing their families. How would you describe the management style of your parents? Teachers?
Which management styles have you experienced? Which do you prefer?
Make the list of the best qualities of a manager and rank them in order of importance. Then make the five worst.
“Shadow business doesn’t yield sunny life”. Do you share this point of view?
Summarize the information of the Unit to be ready to speak on Management. The first step to be done is to write the plan of your future report.
Choose any question (problem, topic) relating to Management and make 10-12 minute report in class. Refer to different additional sources to make your report instructive, interesting and informative.
UNIT 4
MARKETING
May both seller and buyer see the benefit
Your vocabulary
Market
- a place where goods and services are bought and sold.
Black market
- the system by which people illegally buy and sell goods, or foreign currency.
Buyer’s market
when there are more goods for sale than there are people wanting to buy them.
Seller’s market
- a market characterized by excess demand in which buyers consequently experience difficulty in buying.
Marketable
- able or fit to be sold.
Marketing
- the part of business which is concerned with the way in which a product is sold.
Ex.1. Translate the sentences given below. Pay attention to the words in italics.
1. Chesterham is a small market town with a population of 2000.
2. Access to new foreign markets was assured.
3. This device was first marketed by a Japanese firm.
4. They have never had to operate in a market economy.
5.It’s a seller’s market at the moment.
6. A talking watch will shortly be on the market.
7. Many labour-saving devices have come onto the market.
8.You’ll never get a picture as good as this one on the open market.
9. Exxon might well be in the market to buy up a competitor too.
10. They took the mineral water off the market while tests were being made.
Ex.2. Marketing can be defined as an art of buying and selling. Let’s have a look at the following group of words. Do you know each of them? Into what two groups can they be subdivided?
Purchase, sell, splash out on, buy up, pick up, sell off, buy in bulk, flog, snap up, stock up, be a sell out, buy in, buy wholesale, sell up, be selling like hot cakes, outsell, bestseller.
And now use them in the sentences below.
1.It’s best to … when house prices are high.
2. The bakery usually … its cakes … at half price just before closing time.
3.Why don’t we … … and move to Canada? Property is really cheap there.
4. Don’t let him try and … you his car – he’s had endless trouble with it.
5. By the end of the 1980s portable computer systems were …larger systems by 30%.
6. The new book, which reveals intimate details about Princess Diana’s private life is … … … … in New York.
7. Jane Fonda’s new diet book is sure to be a … in America.
8.Madonna’s European tour … a total … … .
9.Foreign investors are not permitted to … land.
10. If I were you, I’d … … that dress before someone sees it.
11. That picture? Oh, I … it … on the market last week.
12. We … … … a bottle of champagne to celebrate her promotion.
13. The supermarkets are full of people … … for the New Year’s holiday.
14.We always … … … . It is so much more economical.
15.Mark … the earrings … and then … them in the market.
16. People had to … … candles during the electricity strike.
17.In the last five years development agencies have … … almost all the land in the area.
Ex. 3. This exercise is a kind of an addition to the previous one. What is common in them?
Match the words given below with their definitions.
Consumer, buyer, customer, client, clientele, purchaser.
1. A person who buys something (a formal word).
2.The people, especially rich people, who regularly use a shop or restaurant or the services of a professional person.
3. Someone who buys goods from a particular shop, restaurant, or company.
4.Someone who is buying something expensive such as a house, company,, or painting, usually from another person.
5.Someone who pays for services or advice from a professional person or organization.
6. A person who buys and uses goods and services.
Ex.4. To show that you know the words from ex.3 fill them into spaces.
1. Madam Vickor caters for a very select … .
2. Ford has launched a big new sales campaign in an effort to bring in new … .
3.We couldn’t find a … for our house, so we weren’t able to move after all.
4.The firm is one of our oldest … – we don’t want to lose them.
5. We may have to pass increase in the price of raw materials on the … .
Ex.5. Open the brackets.
Key marketing decisions (to be) made within limits (to set) by the organization. The strategic management process (to involve) the steps (to take) at an organization's corporate and divisional levels (to develop) long-run master approaches for survival and growth. In contrast, the strategic marketing process (to involve) the steps (to take) at the product and market levels (to allocate) marketing resources to viable marketing positions and programs.
Focusing the Business with the three Cs business theorists (to point out) that three Cs—customers, competitors, and the company itself— (to interrelate) (to establish) the basic character of an organization's business. An organization's business (mission) (to be) a statement about the type of customer it (to wish) (to serve), the specific needs of these customers, and the means or technology by which it (to serve) these needs. This definition (to affect) the company's growth prospects by establishing guidelines for selecting opportunities in light of customer needs, competitors' actions, the organization's resources, and changes in environmental factors.
Read the text once again and explain, in your own words, what stands behind the three Cs.
Ex.6. Translate into Russian in written form.
Production Life Cycle
Products, like people, have been viewed as having a life cycle. The products life cycle concept describes the stages a new product goes through in the marketplace: introduction, growth, maturity and decline.
The introduction stage of the product life cycle occurs when the product first enters the market, sales grow slowly, and profit is little.
The second stage of the product life cycle, growth, is characterized by rapid increases in sales, and it is in the stage that competitor appear.
The third stage, maturity, characterized by a leveling off of total industry sales revenue. Also, marginal competitors begin to leave the market. Most consumers who would by the product are either repeat purchases of the item or have tried and abandoned it.
The decline stage is the beginning of the end and occurs when sales and profits are steadily dropping. Frequently a product enters this stage not because of any wrong strategy of the company but because of environmental changes.
Can you give any example illustrating four stages of product life?
Ex. 7. Study the following words and word-combinations. Make your own sentences using each of them. Translate the sentences into Russian.
pay, payment, pay off, pay one’s respect, pay through the nose, payable, pay-claim, payee, prepayment, payment by the results, payment in advance, payment in due course, payment in kind, payment on account, payment terms, payola, payroll tax, pay-as-you-earn (PAYE)
LET’S READ AN TALK
T E X T 1