Working on the text.

Ex.1. Read and translate the text paying particular attention to the words in italics. Use a dictionary if necessary.

Concepts of Management and Organization.

Management has as many definitions as there are managers. Some, like a personnel manager, have a natural bias towards the sociological approach, being concerned mainly with human activities. Others such as a financial tycoon, can just as easily show a preference for the quantitative aspects.

Somewhere in between is the managing director, or general man­ager, with an integrated and balanced viewpoint - a bird's-eye view - taking in the whole scene at once. That is at least the theory. Yet all too often, despite promotion to general management, the former accountant, for example, still remains an accountant. For one of the problems of any specialist in this context is learning how to stand back from his profession in order to look at the business objectively, as a whole, instead of from one side or the other.

There are debates whether management is an art or a science and whether managers are born or made. From a sociological point of view management would seem to be mainly an art (for example, how to motivate people to give of their best), whereas from a quantitative point of view it appears to be far more scientific. But even on the so­ciological side we are now familiar with behavioral scientists*.

As to whether managers are born or made, there must, of course, be certain minimal innate qualities (i.e. potential) which can be added to effectively by proper training and planned experience. Fortunately, or unfortunately, we have already been created; but at least we can build on nature, such as it is in our case, by adopting the right management attitudes and using every possible means to come to grips with a fasci­nating career*. The personal satisfaction arising from even modest man­agerial achievements usually makes such efforts “well worth while.”*

In practical business, management is the art and science of getting things done through other people, but it also includes effective use of your own time. To operate a successful business you need strong man­agement skills. Effective management is the key to business success.

* behavioral scientists - ученые-бихевиористы

* to come to grips with a fasci­nating career - овладеть захватывающей карьерой

* “well worth while”- стоит затраченного труда (времени)

Ex.2. Say what you have learned about:

1. the number of definitions of management;

2. one of the problems of any specialist when he becomes a manager;

3. debates concerning management;

4. debates concerning managers;

5. the key to business success.

Ex.3. Think and answer.

1. Why is it so difficult to give definition to management?

2. What qualities are required to become a good manager?

Ex.4. a) Read the text. Insert the words from the ones given below.

Management, by …, is a function of planning, organiz­ing, coordinating, directing and controlling. Any managerial system, at any managerial …, is characterized in terms of these general functions.

Management is revealed in a variety of specific …. Marketing management … a broad concept covering orga­nization of production and sales of products, which is based on consumer requirements research. All companies must look beyond their present situation and develop a … strategy to meet changing conditions in their industry. Marketing manage­ment, therefore, consists of … market opportunities, se­lecting markets, developing market strategies, planning marketing tactics and controlling marketing ….

(results, level, refers to, activities, evaluating, definition, long-term)

b) Say what information the text gives about:

1. management as a science;

2. management as s specific activity.

Ex.5. Read the dialogue.

In the following extract members of the Board of a company are discussing the company strategy.

Fox: Since our main objective is to gain market share, I believe we must first of all reduce our prices.

Brown: But if we reduce prices, that will cut our profits.

Fox: That's right, but we can slowly increase production, which will eventually enable us to cut unit costs.

Smith: That's really a long-term prospect. Unit costs can only come down if we invest in new plant and machinery. I personally think we should go for higher profitability. If we upgrade the product, we can charge higher prices and get larger profits.

Fox: Look, the market is already very competitive. If we in­crease prices, whatever the quality, the market will imme­diately respond and sales will drop rapidly. But if we re­duce costs in manufacturing, that will put us in a strong po­sition to adapt to the market.

Ex.6. Say what you have learned about:

1. the main objective of the company;

2. different ways suggested to achieve that objective;

3. the advantages and disadvantages of price reduction;

4. the reasons for and against price increases.

Ex.7 Reproduce the dialogue.

Unit 2

SUBJECT for STUDY: Management and Organization.