Pattern topic
Advertising
Wherever you are, if you attentively look around, you will probably see the advertisement. Outside we see advertising panels which offer everything that we need and that we don’t need. When we turn on the radio we also have to listen to ads. Even at home when we just want to rest watching TV or reading magazines and newspapers we become a recipient of advertisements. We live in the world of goods and services so it’s impossible to ignore the ads, but isn’t there too much advertising?
Of course, advertisements inform us about different opportunities, places and products. Millions of people work to make ads more interesting, original, memorable and ads become interesting and eye-catchy. Sometimes advertisements are very beautiful, incentive; they can give us some ideas or just put us in a good mood. The other point is that advertising helps producers to sell their products and to get more profit. However do we really need and want all these ads?
People are fed up with advertising. We don’t have an opportunity not to see and not to hear ads. Plenty of unnecessary information gets into our minds. Advertisements make us think that we want and need something and we start to be unhappy without it. Moreover, ads steal our time. Imagine that there is an interesting movie on TV. For forty minutes you will enjoy the movie and for thirty minutes you will watch the ads. One more disadvantage of advertising is that it costs money. Producers include these costs into the prices of goods and we have to pay for advertisements that we even don’t want to see.
I think there are too many disadvantages. If it’s too difficult to ban or to limit advertising we have to study not to accept the excess information and to think twice before buying something that isn’t necessary. We should remember that beautiful expensive things rarely can make us happy as ads promise.
Additional reading
Marketing and advertising
Marketing is a process by which companies manage production and selling of their goods and services. It’s based on the market analysis and includes: price formation, target segment selection, advertising, public relations. Using Randall Chapman’s words, marketing is sorting out problems of your clients and drawing profit from it.
So, one of the main goals of marketing is making as much profit as possible. That’s why advertising is a very important part of marketing. Advertising is informing the audience about goods and services. Advertisements usually include the name of a product and the way how it can benefit the consumer. It’s intended to persuade people to purchase a particular brand.
Well, when we need to increase the consumption of goods, advertising is at our service. There are some important functions of advertising. Firstly, it’s the identification function, that is, to identify a product and to differentiate it from others. This creates an awareness of the product and provides a basis for consumers to choose it over other products. Another function of advertising is to spread information about the product, its attributes and its location of sale. This is the informative function. Finally, there is the persuasive function, that is, to induce consumers to try a new product. All these functions are implemented through the different types of media.
According to the kinds of media which are used there are some types of advertising. The first type is digital advertising. It includes television, online advertising and product placement, when the main character uses an item of a definite brand. The other type of advertising is physical advertising. It includes press advertisements, billboard advertisements and in-store advertisements. One more type is a celebrity endorsement.
The last question is: Where are ads born? It happens in advertising agencies. Work of these agencies consists of two parts: scientific and creative. The first one is about what kind of consumers the advertisers are dealing with, what segment of market they want to go for, which type of media they need to use for advertising. The creative part includes coming up with ideas and slogans and actually creating the ads. Copywriters are people who do this part of work. Art directors work alongside them. Also, there are media-buyers and media-planners who plain the campaigns and the account manager makes sure that things in the agency goes smoothly, meets with the clients and presents the results. All these people work to produce a lot of advertisements, but there are some people who work to reduce the amount of ads.
Adbusters is a political magazine based in Canada. It campaigns against big-brand advertising and over consumption of developed countries. They organized such event as “Buy Nothing Day”, and supported “TV-Turnoff Week”. However, even though their work is very intensive, I think it’s almost impossible to limit such widespread and effective engine of commerce as advertising.
План устной темы “Advertising”
Definition, functions
Marketing generations
Advertising Agency: departments, positions
The organizations controlling and fighting against advertisements: ASA, Adbusters, etc.
Your personal opinion
План темы “Time-management”
Time-management: definition
Types of co-workers: “poor delegators”, “tomorrows”, “disorganized types” etc.
Some tips (advice) on managing your time
Your personal comments on the topic
Pattern topic
In any business, it is important that managers should be effective. They must be able to achieve their objectives, and to 'get the right things done'. For most executives, being effective is easier said than done. The problem is that there are so many pressures on managers, reducing their efficiency. For one thing, their work is fragmented. Most days, they are doing a number of tasks, some fairly trivial, others highly important. They find that they do not have enough time to devote to the really important jobs. Besides, sometimes they are under such pressure that they forget which jobs are important.
The manager also faces another difficulty. He finds that other people take up a lot of his time, so that he has little time of his own. Just as he is ready to tackle that report, a customer will ring up unexpectedly. No sooner has he hung up than Bill, from Sales, drops by his office for a chat. He works on the report for. a few minutes,, then the Personnel Manager calls him. Could he interview someone tomorrow afternoon? And so it goes on. The manager must constantly respond to the' demands that others make on his time.
Things do not get better as he climbs higher in the organization. In fact, they get worse. The higher he goes; the more demands will be made upon his time.
Before being able to control his time, the manager must find out how he is actually using it. He must know where it goes. The best way to do this is to record how he uses time. The usual method is to log the tasks he performs. Either he or his secretary keeps an exact record of how he spends his working day, or week. The manager should not rely on memory when logging time. Not many executives can remember, at the end of the day, all the things they did during the day - all the telephone calls, chats, interruptions, work on the computer, letter-writing and so on. Оne way of logging time is to note down all the activities and indicate how long they took. Thus the log of an executive could look something like this:
This logging of time should be done once or twice a year. It shows the executive how he actually spends his time at work-not how he thinks he spends it.
Once the manager has an accurate picture of how he uses time, he can analyse the time log. This will help him to re-think and re-plan his word schedule.
As a result of this analysis the effective manager will start getting rid of unproductive, time-wasting activities.
He will also get rid of some activities which can be done just as well by someone else. Knowing how to delegate is an essential skill of a manager. This does not mean, of course, that he will be forever ‘passing the busk’ to subordinates! But, where possible, he will try to create more time so that he can attend to important tasks.
Having recorded and analysed time, he can now re-shape his schedule. It is up to him how he does this.
Peter Drucker, the American expert on management, believes that effective executives work systematically to manage time. They must acquire this ‘habit of mind’, this ability to use time efficiently.
План темы “Decision- making”
Types of decisions: intuitive, routine, strategic etc
Stages of the decision-making process
Your personal comments on this topic
Pattern topic
Some decisions are of the routine kind. They are decisions which are made fairly quickly, and are based on judgement. Because a manager is experienced, he knows what to do in certain situations. He does not have to think too much before taking action.
Other decisions are often intuitive ones. They are not really rational. The manager may have a hunch or a gut feeling that a certain course of action is the right one. He will follow that hunch and act accordingly.
Many decisions are more difficult to make since they involve problem-solving. Very often, they are strategic decisions involving major courses of action which will affect the future direction of the enterprise. To make good decisions, the manager should be able to select, rationally, a course of action. In practice, decisions are usually made in circumstances which are not ideal.
When a complex problem arises, like where to locate a factory or which new products to develop, the manager has to collect facts and weigh up courses of action. He must be systematic in dealing with the problem. A useful approach to this sort of decision-making is as follows: the process consists, of four phases: i) defining the problem; ii) analyzing and collecting information; iii) working out options and iv) deciding on the best solution.
As a first step, the manager must identify and define the problem. And it is important that he does not mistake the symptoms of a problem for the real problem he must solve.
The second step is to analyse the problem and decide what additional information is necessary before a decision can be taken. Getting the facts is essential in decision-making.
making decisions involves a degree of risk. It is the managers job to minimize that risk.
Once the problem has been defined and the facts collected, the manager should consider the options available for solving it. This is necessary because there are usually several ways of solving a problem.
It is worth noting that, in some situations, one of the options may be to take no action at all. This is a decisions may be to take no action at all. This is a decision just as much as taking a more positive course of action. Peter Drucker, in his book The Practice of Management, gives a good example of the no-action option. He writes about a shipping company which, for twenty years, had problems filling a top position. Each person selected got into difficulties when doing the job:
In the twenty-first year, a new President asked, ’ What would happen if we did not fill it? ‘ The answer was ‘Nothing’. It then turned out that the position had been created to perform a job that had long since become unnecessary.
Before making a decision, the manager will carefully assess the options, considering the advantages ang disadvantages of each one. Having done this, he will have to take a decision.
План темы “Internet: pros and cons”
History of the Internet
Advantages and disadvantages of the Internet in our every day life and in business
Your personal opinion
Pattern topic
1 These days with inexpensive air travel, mobile phones, and Internet, teenagers see the world as a smaller plan than it appeared to their grandparents. Of these innovation the Internet appears to be the most potential for global influence, and which will change lives the most.
2 For example, up until recently friendships developed over a lifetime but that has now changed. People often made friends locally at school and continued those friendships into adulthoоd but many young people today find the majority of their friendships over the Internet. This is not restricted to teenager Paula Sen, who has just turned 30, says: ‘I’ve met most of my friends over the Internet, through common interest forums. I couldn’t live without the Internet. It’s my lifeline.’
3 The Internet has also greatly influenced how people buy and sell goods. International Internet shopping is now common, with people buying all sorts of goods, from sites such as Amazon, the most successful online retail site. The international auction site eBay allows millions of participant to buy from and sell to strangers, setting their own prices. But beware-there are as many unscrupulous salespeople online as on the high street.
4 One of the Internet’s greatest success stories is Wikipedia the free online encyclopedia, which is compiled and updated by its users. It carries far more content than any other encyclopedia and is a great starting point for research but remember to double-check important facts as it does contain errors. If you don’t have time to check your facts, consider purchasing a reliable online encyclopedia such the Encyclopedia Britannica. The other major information resource on the Internet is Google, a search engine which finds and ranks web pages according to the number of line made to them.
5 Probably the biggest impact that the Internet has had is the way in which it has influenced social networking. The most frequently ‘googled’ word in the world recently was Bebo-the social networking site-followed by MySpace. People can meet new friends through sites like these, they can renew old acquaintances through sites like Friends Reunited and they can also play games with each other in virtual worlds such as Second Life. This Internet-based, three-dimensional virtual world is ‘inhabited’ by more than 6,6 million residents from around the world, and global companies such as Adidas and Toyota even have outlets there.
6 It’s now much easier to share experiences with others too. Sites such as YouTube allow people to upload and share videos, with unlikely clips becoming huge hits and a number of figures becoming Internet phenomena. Many people remember watching ‘sabre boy’ wielding an imaginary light-sabre, and laughing out loud at his antics.
7 Much of the power of the Internet lies in the fact that people are developing new ways to be creative and innovative, combining ideas and skills without an organization or hierarchy. No one is in overall control. Collective creativity and collaboration are the key ideas. But even more powerful than this is its power to solve crimes, help change the world through giving to charities on sites like justgiving.com or find missing individuals: one website for a missing child was visited by over 40 million people within days of its being set up.
Supplementary material
Is globalisation a good thing?
1 Globalisation is definitely about progress. It leads to better products, which are more cost effective to produce and therefore cheaper for everyone. It’s about consumer choice. Globalisation also connects people by means of communication and offers them new opportunities for travel, work and education. It means a faster rate of development for the whole world. Many poorer countries have benefited from investment as a result of globalisation.
2 The global economy simply means sweatshops in poor countries so that rich countries can have cheap goods. There is a lot of inequality involved in globalisation and the desire for cheaper products. It also leads to the destruction of natural resources. Globalisation benefits the rich nations, who control prices, who influence the economies of poor countries and cause populations to mirage in order to try and improve their lives.
3 Globalisation is just another of aspect of evolution. It is a new name for an old process. Surely the coming of the railways and industrialisation hundreds of years ago was globalisation. It enables products to be produced wherever it is most efficient to do so. I think it means great social and economic progress for developing countries. I don’t understand this anti-globalisation movement and feeling. Surely free markets and the free movement of people, goods and service are beneficial to economies all over the world?
4 Globalisation’s only good for those who are already economically strong. It’s the big multinational companies who really benefit, and it worries me that sometimes they seem to have more power and influence over our lives that elected governments. Some of them are actuality richer that whole countries, which must be a bad thing.
План темы “Organizational culture”
Definition
Types of organizational culture
Rules of behaviour within a company: dress-code, ways of addressing, using telephone and the Internet, parking spaces, overtime, time-management, gift, reward systems
4. Social responsibility of business
5.Your personal comments on the topic
Pattern topic
Organizational culture
Organizational culture is a set of assumptions, believes, values and norms, which are accepted by all members of the organization. Some important components of organizational culture are: the system of seniority, the style of conflict resolution, the system of communication, the person’s place in an organization, the company’s traditions and rituals. It’s obvious that according to these components there can be a lot of types of the organizational cultures. Let’s consider a few of them.
The first type is the family culture. It is highly personal with close face-to-face relationships. This organizational culture is very hierarchical. The boss is usually quite authoritarian; he is like the carrying father for all workers. The other type of organizational culture is the Eifel tower culture. It also has a steep hierarchy. Everybody knows where their responsibilities begin and end. As opposed to the family culture this culture is very impersonal. Authority depends on the person’s position in the hierarchy. Things are different in the company with the guided missile culture. It is quite egalitarian, because most of the time people work in teams on specific projects and each member is an expert in his or her own way. This culture as the Eifel tower one is impersonal. The last organizational culture I’m going to tell about is the Incubator culture. It’s very personal and egalitarian with almost no structure at all. For the people who work in the company with this type of culture it’s not really a job, it’s more a way of life. Self-expression and self-fulfillment are very important here.
Within the companies with different types of organizational culture there are different rules of behavior. For example, forms of address vary from very formal, when everyone addresses each other with their title and surname, to very informal, when people at all levels use first names. Concerning working space companies differentiate, too. Somewhere everyone has his or her own office; in other organizations people have their workstations in an open-plan area. Somewhere people even have to ‘hot-desk’ and take whatever working space is available at the moment. Similarly different organizations have different dress-codes: from jackets and ties to smart casual style; different rules of parking: from having person’s own reserved parking space to parking on ‘first-come-first-served’ basis; different reward systems: from a guaranteed basic salary to commission only. Also there are usually some rules about using telephones and the Internet, about timekeeping and overtime and about accepting gifts at work. But whatever rules the organization has, it’s supposed to be socially responsible.
Social responsibility of business observes the norms and rules which aren’t clearly established by the government, but which have an influence on the quality of people’s life. There are three main concepts of the socially responsible business. They are the concepts of corporative egoism, corporative altruism and of enlightened self-interest. I want to tell about it at greater length. This concept insists that socially responsible business is even more profitable in the long term than the business which is concentrated only on increasing current profits at any cost. Spending money on social and philanthropic programs, the organization makes its future and its profits more stable. I think it’s a very good point especially as it can be an incentive for all businesses to be socially responsible.
Supplementary material
Social Responsibility
Being ‘socially responsible’ implies playing more than just an economic role in society.
Increasingly, firms are being expected by society to play a direct role in meeting community needs in the Arts and education, in health and environmental matters, and in social welfare, in addition to their roles as employers and producers. In response to the pressure to be ‘ socially responsible’, many firms have at demonstrating that corporate organizations are just as capable as individuals of being ‘good citizens’.
There are two ways of encouraging commercial enterprises to develop a sense of social responsibility:
they can be forced by law, or
they can be persuaded voluntarily.
In Britain, as in most other states, the law plays an important, though not dominant role, in regulating the relationships between firms and their various stakeholders. So, for example, there are law designed to protect the community from less welcome effects of commercial activities, such as industrial pollution, unsightly building developments and hazardous products. However, when we are discussing ‘social responsibility’ we are generally referring to voluntary measures undertaken by firms as part of their wider role in society.
Most firms are likely to operate their social responsibility programmes from the point of view of enlightened self-interest. By contributing to those activities which, even in prosperous countries, are never sufficiently funded by the state, a firm can ensure that its reputation is maintained in society. In previous centuries, it was wealthy landowners and princes who patronized the arts and social welfare. Today such patronage is exercised by large business enterprises. As in previous times, patronage can bestow a number of benefits on the patron, notably the establishment of a high reputation for good works.
План темы “Team-building”
Team-building as part of developing business culture.
Key roles within teams
How to be a great manager
Supplementary material
Team-Building
strengths weaknesses
confident arrogant
enterprising opportunistic
humorous frivolous
ambitious ruthless
helpful controlling
forceful bullying
competitive combative
open to change wishy-washy
thorough obsessive
tolerant uncaring
caring nosy
prudent indecisive
focused tunnel-visioned
supportive interfering
generous irresponsible
How to be a great manager
At the most general level, successful managers tend to have four characteristics:
they take enormous pleasure and pride in the growth of their people;
they are basically cheerful optimists – someone has to keep up morale when setbacks occur;
they don’t promise more than they can deliver;
when they move on from a job, they always leave the situation a little better than it was when they arrived.
The following is a list of some essential tasks at which a manager must excel to be truly effective.
Great managers accept blame: When the big wheel from head office visits and expresses displeasure, the great manager immediately accepts full responsibility.
Great managers give praise: Praise is probably the most under-used management tool. Managers who regularly give praise are in a much stronger position to criticize or reprimand poor performance.
Great managers make blue sky: Very few people are comfortable with the idea that they will be doing exactly what they are doing today in 10 years time. Great managers anticipate people’s dissatisfaction.
Great managers put themselves about: Most managers now accept the need to find out not merely what their team is thinking, but what the rest of the world, including their customers, is saying.
Great managers judge on merit: A great deal more difficult than it sounds. It’s virtually impossible to divorce your feelings about someone – whether you like or dislike them – from how you view their actions.
Great managers exploit strengths, not weaknesses, in themselves and in their people: Weak managers feel threatened by other people’s strengths. Great managers have no truck with his destructive thinking. They see strengths, in themselves as well as in other people, as things to be built on, and weakness as something to be accommodated, worked around and, if possible, eliminated.
Great managers make things happen: the old-fashioned approach to management was rather like the old-fashioned approach to childrearing. Great managers have confidence that their people will be working in their interests and do everything they can to create an environment in which people feel free to express themselves.
Great managers make themselves redundant: Not as drastic as it sounds! What great managers do is learn new skills and acquire useful information from the outside world, and then immediately pass them on, to ensure that if they were to be run down by a bus, the team would still have the benefit of the new information.
Successful teams
One of the most important functions of a manager is to build a team which perform effectively and contribute to the success of a business.
The art of team-building has been studied by many people, but possibly the most interesting work on the subject has been done by Dr Meredith Belbin. His original insight has been to identify the individual roles which are crucial to a successful team. he argues that while individuals in a management group have their formal job titles – accountant, designer, marketing director, production manager, etc. – they also perform a variety of “personality team roles”: the ideas person, the organizer, the unorthodox genius, the stickler for detail, the diplomat, and so on.
Dr Belbin’s team-role theory states that there are nine key personality types and team will work most effectively if it has them all. However, a successful team need not be made up of nine members since some people may be more than one personality type. Thus a team of three could work together very successfully if, among them, the members combined the nine personality types.
План проведения занятия Грамматический материал:Conditional s/wishes Фразовые глаголы, идиомы, предлоги Talking business:Layout of parliamentary chambers. Аудирование: Deal makers: tips for successful negotiating. Чтение:The negotiators: negotiating techniques. Разговорная практика: Ролевая игра:Customers complains (упр.3 стр.71) Ролевая игра:Keeping you cool: dealing with customers.(упр.4 стр.71) Ролевая игра:Having your say: joining in a conversation (упр.2 стр.73) Письмо:Handling customer complaints: using appropriate register. Модель деловой ситуации:Troubleshooter: resolving grievances within a company. План темы :Negotiating 1.Negotiating process: a)the key to a successful negotiation b)the qualities of a good negotiator c)2 types of customers and techniques to use with each type 2.Types of negotiation styles: Red & Blue stylists. Additional text Some hints on negotiating PREPARATION
TECHNIQUES
DELIVERY
LANGUAGE Simplicity Use short words and sentences that you are comfortable with. There is no benefit in using difficult language. » Clarity Active verbs and concrete words are much clearer and easier to understand than passive verbs and abstract concepts. Avoid jargon unless you are sure all your audience will understand it. ■ Signaling Indicate when you've completed one point or section in your presentation and are moving on to the next. Give your audience clear signals as to the direction your presentation is taking. Вопросы для самоконтроля 1.Think of a situation when you have had to complain about something by phone. With a partner act out one or more of these situations. Take turns to be the customer and the call handler. 2.One of you is a union representative. Your information in File 13 on p.130 (“Head for Business”). The other is a member of senior management (File 3p.126). The third is an independent troubleshooter. Negotiate the situation involving three grievances (ex.2 p.74) Ссылки на литературу: 1. Jon Naunton Head for business. Upper-intermediate. Oxford, 2006 p.66-75 2. Virjinia Evans English Grammar book Round-up-5, Longman, 2006 p.66-75 3. Lilia Raitskaya Stuart Cochrane Guide to Economics, Macmillan,2006 p. 35-39 |
Презентация |
План проведения занятия Грамматический материал:Clauses. Reported speech Talking business:Killer application Аудирование:Change master: management consultancy. Чтение:Coming together: corporate mergers. Разговорная практика: Making presentations Ролевая игра:The way ahead: making a presentation from notes.(упр.2 стр.81) Письмо:Writing a report: report-writing techniques. Модель деловой ситуации:Caught in the net: developing a strategy for a company’s survival. Additional text. Some hints for a successful presentation
PREPARATION
■ Organization Think about how you will organize your content. Your presentation should have a clear, coherent structure and cover the points you wish to make in a logical order. Most presentations start with a brief introduction and end with a brief conclusion. Use the introduction to welcome your audience, introduce your topic/subject, outline the structure of your talk, and provide guidelines on questions. Use the conclusion to summarize the main points of your presentation, thank the audience for their attention, and invite questions.
Вопросы для самоконтроля You are at a party where you are meeting some people for the first time. Start up a conversations with each other using the techniques in ex.3 p.83. Ссылки на литературу: 1. Jon Naunton Head for business. Upper-intermediate. Oxford, 2006 p.76-85 2. Virjinia Evans English Grammar book Round-up-5, Longman, 2006 p.76-91 p. 96-107 3. Lilia Raitskaya Stuart Cochrane Guide to Economics, Macmillan,2006 p.40-45
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This extract is from "........."by ..........This text deals with the subject of
macroeconomics. It is stated that macroeconomics is concerned with the behaviour of the economy as a whole. This includes such factors as booms and recessions, total output of goods and services, rates of inflation, unemployment, the balance of payments and exchange rates.
To put it shorter, macroeconomics deals with the major economic issues and problems of the day.
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It is emphasized in the text that in macroeconomics we deal firstly, with the market for goods as a whole, secondly, with the labour market as a whole, thirdly, with the assets markets as a whole.
In conclusion, it should be pointed out that the result of abstraction is increased understanding of the vital interactions among the goods, labour, and assets market. And we may come to the conclusion that omitted details sometimes matter.