Unit III

Подберите русские эквиваленты следующим словам, содержащим интернациональные корни

policy, corporate strategy, product, invest, firm, demonstrate, potential, illustrate, control, principle

Прочитайте текст. Пользуясь словарем, определите значение незнакомых слов и выпишите их в тетрадь

Quality policy

To initiate the process of quality management a quality policy should be set by top management. The quality policy, in turn, should be derived from a corporate strategy. As an aid to setting these policies and strategies, the Strategic Planning Institute has done a study called PIMS (Profit Impact of Market Strategy). The basic purpose of this study was to determine what factors affected return on investment and by how much. One of its findings was that high-quality products and services are the most profitable.

With respect to market position, the PIMS study demonstrated that quality and market share usually go together. Firms with high-quality products also have the largest share of the market and benefit most from market growth. From the standpoint of policy, companies in a weak market position should emphasize quality as a way to build market share. They should use quality in preference to price or high marketing expenditures, since improvement in quality provides the greatest potential for ROI. The PIMS study illustrates the role of quality in strategy, which has sometimes been overlooked in the past.

Recently, the strategic importance of quality has been dramatically illustrated by global competition. High quality is a primary strategy of the Japanese and Germans in gaining a U.S. market share in industries such as autos, electronics, and machine tools, to name just a few. This is causing U.S. companies to become more aware of the strategic role that quality plays.

After considering the strategic factors, top management should set a quality policy. Garvin (1988) gives the following example of a quality policy at Corning Glass.

It is the policy of Corning Glass Works to achieve total quality performance in meeting the requirements of external and internal customers. Total quality performance means understanding who the customer is, what the requirements are, and meeting those requirements without error, on time, every time.

This policy indicates that Corning is committed to meeting customer needs.

At Corning market sensitivity to customer needs has been coupled with internal attention to process control and improvement. Employees identify their internal customers and the needs of those customers. Corning has used statistical process control for years and aggressively pursues education of its employees in quality principles. These efforts are aimed at carrying out the Corning quality policy.

Policy statements should be followed up with detailed quality objectives set on a periodic basis, usually annually. If the company has a management by objectives (MBO) system, the quality objectives should be incorporated into it.

Запомните необходимый лексический минимум

share	часть, доля, пай, акция
benefit	выгода; польза
carry out	выполнять, осуществлять
pursue	преследовать (цель), проводить политику
customer needs	потребности покупателей
incorporate	объединять(ся)
become aware of	сознавать, понимать
sensitivity	способность быстро реагировать
employee	служащий
expenditure	расход, трата

Задание I

А. Подберите эквиваленты к словам, обозначенным цифрами

profitable	ошибка, погрешность
gain	быть причиной, вызывать
dramatically	получать выгоду; выигрывать
requirement	преданный, приверженный (чему-л.)
error	требование; потребность
coupled	приобретать, получать выгоду
cause	связанный
committed	энергично
preference	предпочтение
aggressively	значительно

B. Подберите эквиваленты к словосочетаниям, обозначенным цифрами

high quality	отечественные и зарубежные клиенты
product and service	низкое качество
from the standpoint of policy	удовлетворять потребности
high marketing expenditures	продукция и обслуживание высокого качества
poor quality	всеобщая конкуренция
internal and external customer	политика в области качества
global competition	с точки зрения политики
quality assurance	гарантия качества
quality policy	доля рынка
meet the needs	высокие рыночные расходы
ROI (Return on Investment)	прибыль на инвестированный капитал; окупаемость

C. Заполните пропуски, используя предложенные слова или словосочетания

a) share b) customers c) goods d) level

e) establish f) tolerances g)needs

1. The quality ____ of the firm is defined as the percentage of products superior to competition minus the percentage of products inferior to competition.

2. The PIMS study demonstrated that quality and market ____ usually go together.

3. Plant managers meet regularly with ____ to determine whether the product specifications are realistic.

4. A quality policy is committed to meeting customer ____.

5. Their aim is to reduce ____ which are unnecessary while improving or maintaining specifications which are needed.

6. The international standards of a series 9000 ____ requirements to system of a quality management of the organization.

7. Even ____ with low prices can be considered quality items if they meet a market need.

Задание II

А. Определите видовременную форму сказуемых

1. Corning has done it by having many employees meet with

the company’s customers.

2. Americans are improving quality today as a matter of survival.

3. When the degree of conformance is low, the opposite situation exists.

4. Most companies had no idea how much they spent to plan and control quality.

5. The prevention costs include activities such as quality planning, training and engineering analyses.

6. The customers informed us that they had changed the suppliers.

7. Prior to the takeover, Motorola was experiencing 150 defects per 100 TV sets.

B. Найдите в тексте предложения со сказуемыми в Present Perfect и переведите их на русский язык

C. Найдите в тексте предложение, содержащее союз since и переведите его

Задание III

А. Ответьте на вопросы

1. What is the basic purpose of the Strategic Planning Institute study?

2. How do market share and profit of firms depend on quality?

3. What does total quality performance mean?

4. What are the basic statements of Corning quality policy?

5. Has Corning used quality principles at carrying out his own quality policy?

B. Завершите предложения в соответствии с содержанием текста

1. A quality policy should be developed by ____.

2. A quality policy should be arisen from a ____.

3. Firms manufacturing high-quality products also have the largest share of the market and ____ most from market growth.

4. The role of quality in strategy has sometimes ____ in the past.

5. Total quality performance means ____.

6. Corning persistently pursues education of its employees in ____.

7. Policy statements should be followed up with detailed quality ____ set on a periodic basis.

C. Определите, являются ли истинными данные ниже утверждения

1. A corporate strategy influences greatly the quality policy.

2. Firms that produce high-quality products have benefits from market growth.

3. Companies in a weak market position should produce a greater amount of items to build market share.

4. Quality plays an important strategic role in the world market.

5. The Japanese and Germans gained a U.S. market due to high marketing expenditures.

6. Corning Glass works incorporate their efforts to achieve benefits most from market growth.

7. Corning pays great attention to training on the job for all employees.

Задание IV

Укажите и переведите письменно фрагмент текста, в котором говорится о цели и основных положениях исследования, проведенного Институтом Стратегического Планирования