- •1.1 Getting started
- •1.3 Reading
- •1.4 Comprehension
- •1.4.1 Answer the questions using the active vocabulary and Unit 1 Glossary.
- •1.4.2 Mark these statements t(true) or f(false) according to the information in the Text and Unit 1 Glossary. If they are false say why.
- •1.5 Language practice
- •1.5.1 Match the English terms in the left-hand column with the definition in the right-hand column.
- •1.5.2 Complete the following texts using the suitable words or phrases from the box.
- •The Formal Organization
- •Line Departments
- •Line and Staff Organization
- •1.5.3 Complete the text. Replace the Russian words and phrases by the English equivalents. Matrix Organization
- •1.5.4 Text for discussion.
- •Delegation
- •1.6 Render the passage in English using the English equivalents of the italicized phrases given in Russian. Express the main idea of the passage in one sentence. Конфликты
- •Unit 2 marketing strategy
- •2.1 Getting started.
- •2.2 Look through the following vocabulary notes which will help you understand the text and discuss the topic.
- •2.3 Reading Essential Principles of Marketing
- •2.4 Comprehension
- •2.4.1 Answer the questions using the active vocabulary and Unit 1 Glossary.
- •2.4.2 Mark these statements t(true) or f(false) according to the information in the Text and Unit 2 Glossary. If they are false say why.
- •2.5 Language practice
- •2.5.1 Match the English terms in the left-hand column with the definition in the right-hand column.
- •2.5.2 Complete the following text using the suitable words or phrases from the box.
- •User Survey
- •2.5.3 Complete the text. Replace the Russian words and phrases by the English equivalents.
- •2.5.4 Text for discussion.
- •Product Life Cycle
- •2.6 Render the passage in English using the English equivalents of the italicized phrases given in Russian. Express the main idea of the passage in one sentence.
- •3.1 Getting started.
- •3.2 Look through the following vocabulary notes which will help you understand the text and discuss the topic.
- •3.3 Reading Manpower Planning and Recruitment
- •Organisation
- •Its strengths and weaknesses
- •Managers, professionally qualified supervisors, clerical, skilled manual, semi-skilled, unskilled workers
- •Interview interview apply test interview
- •3.4 Comprehension
- •3.4.1 Answer the questions using the active vocabulary and Unit 3 Glossary.
- •3.4.2 Mark these statements t(true) or f(false) according to the information in the Text and Unit 3 Glossary. If they are false say why.
- •3.5 Language practice
- •3.5.1 Match the English terms in the left-hand column with the definition in the right-hand column.
- •3.5.2 Complete the following texts using the suitable words or phrases from the box.
- •Wage Policy
- •Methods of Payment: Flat rate Scheme
- •Methods of Payment: Incentive Schemes
- •3.5.3 Complete the text. Replace the Russian words and phrases by the English equivalents. Education and Training
- •3.5.4 Text for discussion.
- •Training Strategy
- •3.6 Render the passage in English using the English equivalents of the italicized phrases given in Russian. Express the main idea of the passage in one sentence.
1.6 Render the passage in English using the English equivalents of the italicized phrases given in Russian. Express the main idea of the passage in one sentence. Конфликты
Работники входят в состав (enter) организации с различным образованием, опытом работы (experiences) и мотивацией. Неудивительно (It is not surprising), что конфликты неизбежны (are inevitable) в любой организации. Конфликт существует там (exists), где один человек считает, что его интересы ущемляются (are frustrated by) другим человеком. Конфликт может возникнуть в результате плохой организации информационных потоков (poor communication), включая неполную (incomplete) информацию и недораразумения (misunderstandings). Другой причиной конфликтов могут быть недостатки организационной структуры: столкновение интересов (conflicting objectives) между отделами, взаимозависмимость (interdependence) групп или конкуренция за ограниченные (scarce) ресурсы. Следует учесть и (We should consider) личностные (personal) факторы, такие как стиль управления и несовместимость (incompatibility) личных целей с целями организации. В некоторых организациях считается, что конфликты вредны (are harmful), так как они могут привести к (lead to) низкой производительности (productivity) и плохим (poor) производственным (industrial) отношениям.
Однако, в других организациях конфликты считаются неизбежными и желательными (desirable). Конфликты могут повысить мотивацию, творчество (creativity) и стимулировать (encourage) лучшие управленческие решения. Конфликты дают возможность (enable) организации развиваться (to progress).
Unit 2 marketing strategy
2.1 Getting started.
The days when companies could quite happily operate on the basis of ‘selling what they can make’ are over, even for those in mass production industries such as car manufacturing. To a greater or lesser extent all companies must ‘make what they can sell’. Marketing therefore becomes the central function in the organization, undertaking the following activities:
identifying suitable markets;
identifying customer requirements (quality, design, and price);
becoming aware of the organization’s ability to produce what the customer wants;
communicating customer requirements to the organization;
working with other functions to ensure that requirements are met;
liaising constantly with customers.
The marketing personnel are therefore the eyes and ears of the organization. Their aim must be to enable the organization to target the right markets, within a long-term strategic plan. Marketing thus involves analysis, planning, and control of satisfying customer requirements.
A production-led company will emphasize the use of techniques to maximize output and minimize cost, with products designed to be standardized. A sales-led company will emphasize product differentials, and advertising to create and retain market share, without reference to the need of customers. A marketing-led company will seek to ‘identify, anticipate and supply customer requirements efficiently and profitably’. In this unit we seek to set out the nature and process of decision making in marketing.
Discuss the following points.
1. Can we say that marketing is a dynamic activity, which should lead the organization? Why?
2. Businessmen say that marketing is both the philosophy of the business and the set of behaviors needed to make it effective. Comment on this statement.
3. Why do you think in the modern business environment companies must be market oriented, not production or even sales led?