Introduction

There are many excellent books that give you a solid background on management theory. The aim of this textbook is not only to give a formal introduction to the ins and outs of management and introduce the basic organizational forms. Much more it also attempts to get you to look at management as it is: a highly competitive, entrepreneurial activity that requires good instincts and good thinking, rather than the learning of techniques.

The road to general management goes via such jobs as group product manager, marketing manager, marketing director to the general manager’s chair. This does not however mean that every product manager will become head of major company or should even see his future in that position but if you do not have the attitudes and enthusiasm of a general manager when you are young and thrusting, how will you ever cultivate them twenty years later? Those that succeed are not smarter than the rest: instead they have learnt from an early age the attitudes that produce success. What are these attitudes?

They are:

• a compulsion to solve problems rather than just to identify them;

• an impatience to make things happen and a willingness to take on hard work that is necessary;

• an ability to distinguish the essentials from the peripherals and to concentrate solely on those essential;

• and a commitment to the success of the company.

Naturally a textbook cannot give you these attitudes but it can help you to see which attitudes need to be cultivated and focus your aim and ambitions in a way that actual experience may take years to do. With such a focus you have an automatic advantage over your competitors.

PART ONE. GUIDELINES FOR BETTER

MANAGEMENT SKILLS

Unit I. Introduction to management

Exercise 1. Study the vocabulary list.

deployment n	размещение
to design and maintain an environment	создавать и поддерживать условия внутренней среды организации
accomplish v	доводить до конца
efficient a	действенный, целесообразный, рациональный (о человеке - умелый, подготовленный, квалифицированный)
apply to v	зд.: касаться, относиться, быть приемлемым
not-for-profit enterprise n	неприбыльное предприятие, не работающее не прибыль
project planning	планирование на будущее
promotion planning	планирование мероприятий по стимулированию сбыта
fashion n	зд.: образ
feedback n	обратная связь; реакция аудитории на полученную информацию
monitoring	текущий контроль, наблюдение
assert v	заявлять, утверждать
executive n	руководитель, администратор
first-line supervisor	младший начальник, операционный руководитель
to charge with responsibility	наделять ответственностью
scope of authority	диапазон полномочий, сфера власти
group objectives	значимые для всех цели
group endeavour	совместные усилия
product manager	менеджер, ответственный за производство, маркетинг, рекламу и сбыт конкретного вида продукции своей фирмы
product line manager	управляющий выпуском отдельной продукции
non-business enterprise	некоммерческое предприятие

Exercise 2. Learn to pronounce the words.

ecclesiastical	procedures	desirable	functional
hierarchical	pursue	authority	surplus
championing	primarily	supervisors	accomplish
combustion	recalcitrant	quasi	aluminum

Exercise 3. Read and translate into Russian without using the vocabulary list.

1. Managers must establish an environment in which individuals can accomplish selected aims.

2. Management applies to profit and not-for-profit enterprises. Effective managing is the concern of managers at all levels.

3. Individuals strive to make their best contributions to group objectives.

4. Managers obtain good results by establishing an environment for effective group endeavour.

5. The scope of authority held by managers may vary in different organizations.

6. The most desirable aim of all managers should be accomplishing group goals.

7. Non-business enterprises are not responsible for total business profits.

8. Managers deal with all types of problems and their responsibility is to make decisions and take actions.

9. Managers of not-for-profit enterprises should strive to accomplish the desirable objectives with the minimum of resources.

10. Managers should achieve the desired goals with available resources.

11. Managers in all kinds of businesses are paying attention to what is going on across the borders and overseas.

12. Managers should be aware of the situation and recognize the efforts among junior staff to acquire both money and status.

13. A manager of a work unit depends on the allocation of money, personnel, equipment, materials, and physical facilities in order to accomplish objectives.

Exercise 4. Read and translate text A.