
- •Part I. Management unit 1 brand management
- •Read the following text and be ready to summarise the main idea. Text I. Brand Management
- •II. Answer the following questions:
- •III. Match each word in the left box with a word in the right box to form ten common marketing expressions. Then use these expressions to complete the sentences that follow. Text 1 will help you.
- •IV. Complete each sentence with the correct form of the underlined word. In some cases, you will need to use the negative form.
- •V. Read the text and point out the main ideas which are discussed in it. Text II. Be Nice and Smile If You Want to Hire a Hungarian Manager
- •VI. According to the text, are the following statements true or false?
- •VII. Match the words from the text with their definitions.
- •VIII. Read Text 2 and be ready to complete the following task:
- •Unit 2 human resources
- •Read the text and find the answers to the following questions:
- •Text 1. Head-hunters. Bait for the Head-hunters
- •II. Read paragraphs 3 - 7 from text 1 and complete the following record card.
- •What do the underlined words in the following sentences from Text 1 mean? Choose appropriate substitutes from the list.
- •V. Read the text and find three examples of problems that may have a negative impact on your career. Text II. Looks: Appearance Counts With Many Managers
- •VI. According to the text, are the following statements true or false?
- •VII. Match the words from the text with their definitions.
- •VIII. Complete the following passage about the role of head-hunters in business, using words from the previous exercise. Change the form of the words where necessary.
- •Useful language
- •Reading
- •I. Read the following text and be ready to summarise the main idea. Text 1. Giant Leap Forward For The Sportswear Outsider
- •II. Answer the following questions:
- •III. Match the word from column a with its explanation in column b:
- •IV. Read text 1 once again and pay attention to details then complete the sentences
- •V. Read the text and point out the main ideas which are discussed in it. Text II. Adidas Earns Fashionable Stripes
- •VI. According to the text, are the following statements true or false?
- •VII. Read text 2 attentively and finish the statements choosing the best variant.
- •VIII. Find the words and phrases in text 2 corresponding to the following definitions:
- •Reading
- •Read the text and express your opinion about ethical measures which were mentioned in it. Text 1. Ethics Come Into Fashion
- •Reading
- •Read the following sentences and decide which of them reflect the context of the text. Find the proof in the text.
- •III. Answer the following questions:
- •IV. Find in the text the English equivalents to the following words and create your own sentences using them:
- •V. Read the following article and summarize the main recommendations for running a successful business meal. Text II. Choosing The Wrong Meal Can Ruin a Big Deal
- •VI. Read text II attentively and fill in the gaps in the following sentences. Be sure you’ve used the right form of the word.
- •VII. Read the following statements, which are based on text II contents and agree or disagree. Set your arguments.
- •VIII. Match the words from the text with their definitions.
V. Read the text and point out the main ideas which are discussed in it. Text II. Be Nice and Smile If You Want to Hire a Hungarian Manager
Eastern Europe is no more a block than Western Europe when it comes to the way managers think, according to research by an Anglo-Dutch joint venture. Questionnaires completed by 8,000 managers from 18 European countries — including 400 each from Poland, Hungary, Bulgaria and East Germany — show that 40 years of Communism has distorted but not overridden national cultures.
For instance, Bulgarians are just as unlikely to help the boss paint his house at the weekend as their UK, Dutch or West German counterparts. But nearly a third of Hungarians, a similar proportion to that in Spain or Italy, would do so. "This should explode the myth of an eastern bloc all countries are different," says David Wheatley of British-based Employment Conditions abroad, which has developed the original research of Fons Trompenaars of the Centre for International Business Studies in the Netherlands.
Mr. Wheatley believes the research, which he plans to publish soon, should help West European companies employing and doing business with east Europeans. Deep-seated differences in attitude could be crucial to the way companies judge potential recruits, business partners and suppliers, as well as the ability to win business. Unless you recognize and take into account the differences, business relationships will falter or even fail, he says.
A Pole will call you utterly crazy during a meeting without meaning to be personal. Criticism of an idea does not extend to the person any more than it does among the Irish, the research finds. But East Germans and Hungarians are evenly matched between those who can take it and those who fear losing face. But all will take criticism of their plans better than Greeks, Portuguese, Spaniards and Italians, the research finds.
A Hungarian manager is as likely to join your company because he likes and respects you, as much as the career opportunity itself. So friendly interviewing might pay off in recruitment. Colder, more formal work relationships — as in West Germany or Austria — might suit East Germans better.
Nine out of ten Hungarians will expect to be judged on the basis of who they are, rather than what they do. Austrians are similar. And in contrast to other East Europeans and his Greek neighbours, the typical Bulgarian expects to be judged more on how he works.
Surprisingly, the research finds East European managers are less collective thinkers than the West Germans, Belgians or French. Individual bonuses might motivate managers from Hungary, Bulgaria, Poland and East Germany better than many Westerners.
More than half East German managers questioned thought the overwhelming goal of a company should be profit. This is the greatest proportion of any country — West or East — and compares with only a quarter of West Germans and one in eight Hungarians. And three-quarters of East German managers also believe in getting the job done, no matter how upsetting this may be for employees.
Both these attitudes should bode well for the restructuring of East German industry into a united German economy with its associated redundancies. But West Germans might find East Germans' distrust of 'the system' hard to handle. East Germans would lie to protect their friends rather than follow the rules, and might in turn question the West Germans' own values.
But having ditched the emotional baggage of Communism, other East European managers might still not be left with anything like Anglo-Saxon business values. Hungarian and Polish managers will be much more loathe to sake people to rationalise their industry than East Germans. Three out of five Hungarian managers would favour adjusting their enterprises' objectives, including profits, to spare existing workers. Mr. Wheatley says the more Catholic countries might retain a view of business modelled more around personal relationships than Western business values.
National barriers may well be replaced with cultural ones, the research warns. If that is the case companies should prepare themselves for business values as different as those between Latin and Anglo-Saxon countries in the West.