Маркет

Motivating high-calibre staff

By Michael Dou

An organisation's capacity to identity, attract and retain high-quality, high-performing people who can 5 develop winning strategies has become decisive in ensuring competitive advantage. High performers are

io easier to define than to find. They are people with apparently limitless energy and enthusiasm, qualities that shine through even

15 on their bad days. They are full of ideas and get things done quickly and effectively. They inspire others not just by pep talks

20 but also through the sheer force of their example. Such people can push their organisations to greater and greater heights.

25 The problem is that people of (.his quality are very attractive to rival companies and are likely to be headhunted. The

30 financial impact of such people leaving is great and includes the costs of expensive training and lost productivity and

35 inspiration.

However, not all high performers are stolen, some are lost. High performers generally leave because

40 organisations do not know how to keep them. Too many employers are blind or indifferent to the agenda of would be high

45 performers, especially those who are young.

Organisations should consider how such people are likely to regard

50 important motivating factors.

Money remains an important motivator hut organisations should not

Г)5 imagine that it is the only one that matters. In practice, high performers tend to take for granted that they will get a good

60 financial package. They seek motivation from other sources.

Empowerment is a particularly important

65 motivating force for new talent. A high performer will seek to feel that he or she 'owns' a project in a creative sense. Wise

employers offer this opportunity.

The challenge of the job is another essential motivator for high

75 performers. Such people easily become demotivated if they sense that their organisation has little or no real sense of where it is

во going.

A platform for self-development should be provided. High performers are very keen to develop

85 their skills and their curriculum vitae. Offering time for regeneration is another crucial way for organisations to retain

но high performers. Work needs to he varied and time should be available for

creative thinking and mastering new skills. The 95 provision of a coach or mentor signals that the organisation has a commitment to fast-tracking an individual's

ion development,

Individuals do well in an environment where they can depend on good administrative support.

105 They will not want to feel that the success they are winning for the organisation is lost because of the inefficiency of

no others or by weaknesses in support areas.

Above all, high performers - especially if they are young - want to

115 feel that the organisation they work tor regards them as special. If they find that it is not interested in them as people but only as high-

120 performing commodities, it will hardly be surprising if their loyalty is minimal. On the other hand, if an organisation does invest in

125 its people, it is much more likely to win loyalty from them and to create a community of talent and high performance that will

130 worry competitors.

From the Financial Times FINANCIAL TIMES

World business

Пиар 117

Газетио-журналъиая реклама

Газетная реклама является самой читаемой в мире. Общий объем затрат на нее составляет примерно 40% всех рекламных расходов в мире.

Что обычно учитывает рекламодатель или рекламное агентство, давая объявление в газету? Прежде всего направленность тех или иных средств массовой информации. Далее учитываются степень распространения газеты, частота ее выхода, возможность оформления газеты, наличие приложения и ряд других элементов и, конечно, цены на рекламу, которые зависят от очень большого числа факторов.

В каждой стране существуют тарифы на такого рода услуги, они колеблются в зависимости от престижа и масштабов распространения той или иной газеты.

Имеет значение и место в газете, где опубликовано рекламное объявление, использование цвета, фотографий, рисунков, общее оформление изображений и текста. Как правило, все это берут на себя рекламные агентства, действуя в контакте с отделами рекламы соответствующих газет.

Реклама в газете обращена к весьма значительной, но во многих случаях разнородной аудитории. Сегментация же товарного рынка, лежащего в основе фирменной ассортиментной политики, требует более четкого выделения «своего» потребителя.

В настоящее время четырехцветная печать широко используется большинством крупных изданий, но более мелкие до сих пор печатаются в черно-белом варианте - стиль «карандаш» (черные линии по белому фону).

В газетной рекламе следует указать конкретные даты проведения распродаж, пены, месторасположение магазина, часы работы, торговые марки представленных товаров.

В неспециализированных периодических печатных изданиях реклама не дол­жна превышать 40% объема одного номера периодического печатного издания.

Текст в

Image-building

Not only can advertising strengthen an organization's reputation and image, but it can also contribute to consumer and client acceptance of the organization's products and services. Consumers don't just buy a product; they also buy the company if it is perceived as being well managed, socially responsible, environmentally conscious, and willing to stand behind its products.

A good example of an image-building campaign is one by NYNEX, the telephone company serving New York State and New England. The company decided to put a human face on high technology with a series of ads that focused on its employees work­ing for and with customers to solve their telephone problems.

The attempt to humanize and personalize the company came after research indicat­ed that people were turned off by advertisements that emphasized the cold, imperson­al imagery of fiber-optic networks, microchips, and other high-technology hardware. Indeed, companies too often emphasize the wonders of technology without really pay­ing attention to showing how it improves the quality of life for the consumer.

The NYNEX campaign had an internal component as well. By featuring typical employees and distributing glossy brochures about the campaign to the entire stuff, it

improved morale among employees.

1) Find the English equivalents in the text. Use them in sentences of your own:

1. репутация и престиж организации

2. товары и услуги организации

3. принятие (товара) потребителями и клиентами

4. понимать обстановку

5. передовая технология

6. решать проблемы

7. холодный безликий образ

8. и другое оборудование высоких технологий

9. улучшить качество

2) Find in the text the words which describe or mean the following:

1. the opinion that people have about a particular person or thing because of what has happened in the past -

2. to make something stronger; to improve

3. to get something by paying money for it -

4. an organization that makes or sells goods or services -

5. a series of actions intended to achieve a particular result, especially in politics or business -

6. someone who buys goods or services from a store, company, etc. -

7. the degree to which your life is good or bad, this is shown by whether or not you are happy, healthy, able to do things you want to do, etc. -

3) Translate the following words into Russian. Use them in sentences of your own:

1. acceptance standards

2. to find market acceptance

3. to gain public acceptance

4. consumer acceptance

5. trade acceptance

6. to have a good/bad reputation

7. to gain a reputation as something

8. to live up to one's reputation

9. to improve (the) morale

10. to undermine (the) morale

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12) Render the following text in English:

Теперь, когда вы сформировали свое мнение о том, что ваш товар уникален, определили, кому он адресован, и что вы лучше, чем ваши конкуренты, поду­майте о том, чтобы ваша рекламная деятельность не смогла навредить вам и ва­шему уникальному торговому предложению (УТП).

Основные правила рекламной деятельности:

а) реклама должна вызывать интерес;

б) реклама должна быть правдивой: обманув один раз, можно навсегда поте­рять доверие;

в) реклама должна быть корректной по отношению к другим фирмам;

г) реклама должна быть тактичной, ненавязчивой.

Следовательно, реклама - это оплаченное присутствие в средствах массо­вой информации сведений о фирме, товаре (услуге, или идее), имеющее целью увеличить известность фирмы и ее обороты.

Реклама преследует две взаимосвязанные цели: познакомить потенциаль­ных клиентов с фирмой, продуктом, услугой и склонить людей к опробованию продукта, а в дальнейшем - к совершению повторной покупки. Оплаченная ре­клама - лишь одно из эффективных средств маркетинговой коммуникации.

UNIT

TYPES OF PUBLIC RELATIONS ADVERTISING

Text A

The largest percentage of public relations advertising is done in magazines, with net­work television and newspapers and Sunday supplements in second and third place, respectively. The trend is increasingly to target niche audiences.

Magazines, which are already very specialized, will probably continue to get the lion's share of "image" advertising, and network television will lose ground to cable networks.

There are several types of public relations advertising. At times, the distinctions between categories can become blurred; however, we will deal with five basic types: image-building, investor and financial relations programs, public service messages, advocacy, and announcements.

О Vocabulary:

percentage - процентное отношение

do the advertising - заниматься рекламой; помещать рекламные объявления

supplements - приложения; спец. выпуски

respectively - соответственно

trend - тенденция

increasingly - в основном

target - иметьдтелью; нацелиться

niche audiences - нужные (для фирмы) / «свои» аудитории

__—- --—--_.

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