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B. Listen to the interview and answer these questions:

2.Which groups of workers are most satisfied and which are least satisfied?

3.Which factors are the most motivating at work?

Ex. 11. Make a project “The Company I would like to work for”. Invent a number of fringe benefits to ease the employees’ lives and motivate them to work harder. Convince all the rest of your group that Your Company is the best.

Ex. 12. Do you remember Shakespeare’s words: “…What’s in a name that which we call a rose? By any other name as sweet as smell…”? We can ask: What’s in a title…? Job titles – are they of any importance in providing job satisfaction? Discuss the following questions.

1.Do job titles give a good idea about what someone actually does?

2.To what extent do you judge someone by their job?

3.Which would motivate you more: a pay rise or a better job title? Why?

4.Why might job titles cause problems among staff?

5.What do you think people with the following titles do at work?

Ex. 13. Read the article. Compare your answers to Exercise 12 with what the writer says. Does any from the article surprise you?

Job Satisfaction is All in a Name.

Bosses who are cash-strapped but want a decent typist without having to give them a pay rise would do well to call them “Digital Data Executives”.

A report published yesterday revealed that office workers have become so

“snobby” about job titles that they would be willing to forgo an increase in salary for a more “professional”-sounding position.

According to the study by Office Angels, the secretarial recruitment consultancy, job-title snobbery creates such envy that 90 per cent of employers and 70 per cent of employees said that it caused staff division.

Filling clerks long to be known as “Data Storage Specialists”, photocopying clerks as “Reprographics Engineers”, secretaries as “Executaries” and post-room workers as “Office Logistics Co-ordinators”.

The report found that 70 per cent of office workers questioned replied that they might give up a bigger pay cheque for a more “motivational or professional” job title to make their job role seem more dynamic and inspirational. It also found that 70 per cent of staff believed the people they meet outside work instantly judged them by their job title.

From The Times

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Ex. 14. Match the jobs on the left with their more professional-sounding job titles on the right. Then try to make up some job titles of your own.

Ex. 15. Discuss in groups the importance of a job title in providing job satisfaction and answer the question if a better job title is more motivating factor than a pay rise.

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UNIT III. SETTING UP A BUSINESS.

Topics for discussion:

1.Types of businesses.

2.What type of business to choose?

3.How do you rate as an entrepreneur?

4.How to set up a business?

Ex. 1. Read the texts to find out the meaning of the words in bold from the context. What is the difference between business and businesses?

Business and Businesses.

Business is the activity of producing, buying and selling goods and services. A business, company, firm or more formally, a concern, sells goods or services. Large companies considered together are referred to as big business.

A company may be called an enterprise, especially to emphasize its risk-taking nature.

Businesses vary in size, from the self-employed person working alone, through the small or medium enterprise (SME) to the large multinational with activities in several countries.

A large company, especially in the UK, is a corporation. The adjective “corporate” is often used in word-combinations.

Ex. 2. Complete the sentences using the appropriate combinations with the adjective “corporate” given bellow.

1.Before we employ people, we like to put them in job situations to see how they do the work and fit into the corporate ________(1).

2.The company has build a grand corporate _______(2) as a permanent symbol of its power.

3.Our stylish new corporate _______(3) shows our wish to be seen as a more international airline.

4.The economy is growing and corporate _______(4) are rising.

5.The rules were introduced to protect women working in factories, but today they make it harder for women to climb the corporate _______(5).

6.Companies hit by computer crime are not talking about it because they fear the publicity will harm their corporate _______(6).

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Ex. 3. Read the text and explain the meaning of the words in bold. Give their Russian equivalents.

Types of Businesses.

Many large businesses in the UK are public limited companies (plc), which means that the public can buy and sell their shares on the stock exchange. Examples include Marks & Spencer, British Telecom and National Westminster Bank. The minimum share capital for a public limited company is ₤50,000, so many new businesses are likely to take one of the following forms.

Sole Trader or Sole Proprietor (UK)

The simplest way of starting a business. You are self-employed and entirely responsible for all aspects of the management of your business.

Partnership (UK)

Two or more people starting a business together can set up a partnership. All partners are responsible for the debts of the partnership, and profits and losses are shared between them.

There are two categories of partnership: general, in which all partners are liable for the obligations and share in both profits and loses according to the terms of their partnership agreement, and limited, when the partners’ share in the liability is limited to the extent of their contribution to the capital of the business.

Private Limited Company (UK)

A company can be formed with a minimum of two people becoming its shareholders. They must appoint a director and a company secretary. If the company goes out of business, the responsibility of each shareholder is limited to the amount that they have contributed; they have limited liability. Such a company has Ltd (Limited) after its name.

In the US, businesses take the same basic forms. However, American companies are registered or incorporated with the authorities in the state where they have their headquarters. The abbreviations Inc and Corp refer to such companies. To sell shares to the public they must apply to the Securities Exchange Commission.

( Business vocabulary in use)

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Ex. 6. Read the following description and determine which form of ownership you think would be most appropriate. Play out the situation.

Which form to choose?

Julie Anderson wants to start her own business as a financial consultant. As in many service-type businesses, there won’t be a substantial capital investment: Julie already has computer she thinks she’ll need, and she plans to start out working from her home, opening up an office later. Julie anticipates the major start-up costs to be the initial office supplies, some advertising, and the cost associated with a similar she would like to sponsor to introduce her service to prospective clients. Julie likes the idea of being her own boss, and she wants control of the business, but she doesn’t have money to cover these initial expenses. As with most small businesses, it is unlikely that Julie could obtain a bank loan for the money she needs.

I. Which form of ownership would you recommend if you were an expert? II. What are the advantages and disadvantages of your suggestion?

Ex. 7. Complete the passage bellow using the following words. Explain the meaning of the word “entrepreneur”

Andrew Klein, the director of Spring Street Brewing Company, 1 founded his company in 1993 with the idea of bringing a Belgian beer, Wit Beer, to the American market. However, his original approach to finding the necessary capital, by using the Internet, soon made him a pioneer in this new field. He was one of the first to understand the 2_______ of using the Internet as a means to attract investment capital for new business 3________. For just $200 a month, Klein was able to rent a site, present his product and contact investors all over the world. Following in his footsteps, many other 4_______ have been able to finance and promote their business in a similar way.

Today, Wit Beer can be found in several major cities in the US and Andrew Klein

5______ that consumer 6________ for his company’s product will continue to rise.

Indeed Wit Beer already outsells some of more exotic beers which compete in the 7_______.

Ex. 8. Do the questionnaire, then compare your answers with a partner.

How do you rate as an entrepreneur?

Have you got what it takes to run your own business? For each of the following questions, tick the answer which comes closest to what you feel about yourself.

Check how you rate as an entrepreneur:

44 or above

You definitely have the necessary qualities to become the director of a successful business. You have a strong sense of leadership, you can both organize and motivate and you know exactly where you and your team is going.

between 44 and 22

You may need to think more carefully before setting up your business. Although you do have some of the essential skills for running a business, you will probably not be able to deal with the pressures and strain that are a part of the job. You should perhaps consider taking some professional training or finding an associate who can compensate for some of your weaknesses.

bellow 22

Managing your own business is not for you. You are better suited to an environment where you are not responsible for making decisions and taking risks. To operate successfully you need to follow well defined instructions and you prefer work that is both regular and predictable.

Ex. 9. There are different stages to be involved in starting the company. Number the stages of the project for cargo transportation by airships in order in which you think they happened.

aConduct a feasibility study.

bGet the idea of using an airships to transport heavy goods.

cIdentify the market.

dConstruct the assembly plant.

eSeek investment from major companies.

fIdentify a problem.

gCreate the company

hInvite private investors to join the project.

Ex. 10. Read the information and find the definition of a “business plan”.

Setting up a successful business requires careful preparation and planning but also involves a degree of risk-taking. There are a number of questions that all entrepreneurs must ask themselves concerning the product or services that they intend to sell, the competition that they will face, the structure of the business itself and the sources of finance that they will need to open their new venture. This means that all of these parameters must be defined in a business plan: a document that shows how the

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entrepreneur will organize his or her business, how much he or she expect to sell and where the capital will come from. Once this information has been put down on paper, the entrepreneur can then choose an appropriate form for the company, register it with the authorities and open for business.

Ex. 11. Read these extracts from the business plan and decide which sections of the checklist they come from.

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Ex. 11. Role play. Work in small groups. You have decided to set up your own business together and have approached the bank for advice. They have asked you to prepare a business plan. Decide what type of business you are going to set up, then discuss each of the points listed in a business plan. When you have finalized all the details of your business, prepare a written plan to give to the bank. Perform all the steps of the situation.

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UNIT IV. MANAGEMENT

Topics for discussion:

1.What is management?

2.Levels of management.

3.Management styles.

4.Manager’s qualities.

5.Which bosses are best?

Ex.1. Read the text and answer the questions bellow.

Management.

Management is the process of coordinating the resources of an organization to achieve the primary organization goals. Managers are concerned with the following main resources: 1) material resources, which are physical materials and the equipment used by organization to make a product; 2) human resources – people, which are the mast important resources of any organization; 3) financial resources, which are the funds, organization uses to meet its obligations to various creditors; 4) information resources, that cannot be ignored by any organization. The functions performed by management information technology are collecting data, staring and updating data, processing and presenting information.

It’s very important for any organization to have clear objectives and goals, which give purpose and direction to the management process and serve as measuring stick for performance. Objectives are specific statements (short-terms tasks) detailing what the organization intends to accomplish within a certain period of time. A goal is an end state (long-term tasks) that an organization wants to achieve. Without those objectives and goals the management process, as a trip without a specific destination, would be aimless and wasteful.

Although nearly all aspects of modern life are touched by the work of managers, many people do not really understand what the management process involves. Management is a complex and dynamic mixture of systematic techniques and common sense. One can identify eight managerial functions: planning, decision making, organizing, staffing, communicating, motivating, leading, controlling. But the main of them are four: planning, organizing, motivating and controlling.

As any science, management is based on scientific theories. But it’s necessary to know how to apply these theories. What is important to an organization is not the number of managers it employs but the ability of these managers to achieve the organization’s goals, and this ability requires great skills. These skills can be divided into several categories: 1) a conceptual skill is the ability of a manager to see the

“general picture” of an organization, to manage subordinates in a proper way for getting required results; 2) a decision making skill; 3) an analytical skill; 4) an administrative skill; 5) a communication skill; 6) a technical skill. Besides these skills a good manager should possess some personal qualities, such as self-awareness, selfregulation, flexibility and many others.

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There are four levels of management.

1)A top manager is an upper-level executive who guides and controls the overall activities of the organization. Top managers constitute a small group, which includes such positions as President, Vice-president, Managing Director or Chief Executive Officer (CEO). They have overall responsibility for the running of the business; they also determine the company’s strategy and its major policies.

2)A middle manager is a manager who implements the strategy and major policies handed down from the top level of the organization. Middle managers develop tactical plans and standard operating procedures, and they coordinate and supervise the activities of first-line managers. Titles at this level include the following positions: department head, division manager, customer service manager, plant manager and etc.

3)A first-line manager is a manager who operates and supervises the activities of operating employees. He spends time working with employees, answering their questions and solving day-to-day problems. Common titles for first-line managers include office manager and supervisor, foreman and project manager and etc.

4)Work force or operating employees are at the basic level of the management pyramid.

Ex. 2. Answer the questions about the text.

1.What is the definition of management?

2.What resources are managers concerned with?

3.What are the managerial functions? How do you understand them?

4.What manager’s skills are required for achieving organization’s objectives and goals?

5.How many levels are there in the management pyramid?

Ex. 3. Read and explain the meaning of the words in bold.

The amount of responsibility of any individual in a company depends on the position that he or she occupies in its hierarchy. Managers, for example, are responsible for leading the people directly under them, who are called subordinates. To do this successfully, they must use their authority, which is the right to take decisions and give orders. Managers often delegate authority. This means that employees at lower levels in the company hierarchy can use their initiative, that is make decisions without asking their manager.

Ex. 4. Now let’s speak about manager’s responsibilities in more details. Work in small groups. Discuss the statements. Which of them do you agree with? Explain your reasons.

A manager should:

1.know when your birthday is.

2.know where you are and what you’re doing all times during working hours.

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3.not criticize or praise.

4.not interfere in disagreements between members of staff.

5.not ask people to do things they are not prepared to do themselves.

6.be available at all times to give staff advice and support.

7.keep their distance from staff and not get involved in socializing outside work.

8.use polite language at all times.

9.work longer hours than their staff.

10.comment on the personal appearance of their staff.

Ex. 5. Work with vocabulary. Match these pairs of contrasting management styles.

Ex. 6. Study the information about different management styles. Match the description with the name of the management style.

1.autocratic

2.bureaucratic

3.democratic

4.laissez-faire

5.employee-controlled

a)managers set objectives and employees are relatively free to do whatever it takes to accomplish those objectives;

b)involves making managerial decisions without consulting others, and implies power over others. Motivation comes from threats, punishments;

c)managers and employees working together to make decisions;

d)consists of having employees set objectives and management handling administrative matters;

e)is based on inflexible routine supported by rules, regulations and policies;

Ex. 7. Mothers and fathers often have different ways of managing their families. How would you describe the management styles of your parents? What style would you prefer with your own children? Use definitions and adjectives from the exercises above.

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Ex. 9. In groups, discuss the advantages and disadvantages of each approach to management, and say which one you would find the most attractive. Do any of those profiles correspond to management practices in your country?

Ex.10. There is a list of some qualities a manager should or shouldn’t have.

Complete column 2 of the table with opposite meanings. Use the prefixes in-, ir-, un-, il- or dis-. Then complete column 3 with the noun forms.

Ex. 11. Work in small groups. Discuss and choose the five best qualities of a manager from the list above and rank them in order of importance. Then choose the five worst qualities and rank them (1 = the worst). Use the model: A manager should /shouldn’t be …

Ex. 12. Listen to the interview with Stuart Crainer, who has written many books on business and management. (Market Leader, recording 12.1)

A. Fill in the blanks to complete the statements of Stuart Crainer.

1.Is there such a person as an (1)____ ______, and if so what (2)____ _____ should they have?

2.First of all they’ve got to be able to (3) ____ ___ ____ successfully.

3.Secondly, they need to be able to (4)_____ ___ _____.

4.Thirdly, they have to be able to deal with (5) _________.

5.Uncertainty of not knowing what will (6) _______ _ ______.

6.The fourth aspect of management is being able to (7)____ __ _____.

7.Added to that are other ingredients such as (8) _________. Managers have to be able to change their styles to (9)____ _______.

8.They have to behave in (10)_____ ___. They have to change their styles to (11)____ ____.

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B. Answer the questions.

1.What four qualities for an ideal manager does he talk about?

2.What additional quality does he mention?

3.Is there such a person as an ideal manager in the real world?

Ex. 13. Is it of any importance to work for a male or female boss? Discuss these questions.

1.Which would you prefer to work for?

a)a male boss

b)a female boss

c)either – you don’t have a preference

2.Do you think your response to question 1 is a typical one?

Ex.14. A. Read the article and find as many characteristics as possible that are attributed to female and male managers. Fill in the table, when reading the article:

How do you like your boss? Sympathetic, empowering and not too busy, probably. They will be aware of the pressures of your job, but delegate responsibility where appropriate. They will be interested in your career development. Oh, and, preferably, they will be male.

In survey for Royal Mail special delivery, a quarter of secretaries polled expressed a preference for a male boss. Only 7% said they would prefer a woman.

Business psychologist John Nicholson is surprised by the survey’s findings, asserting that ‘the qualities valued today in a successful boss are feminine, not masculine’. He is emphatic that women make better bosses. They are more efficient and trustworthy, have a better understanding of their workforce and are more generous with their praise. In short, they make the best managers, and if men are to keep up they will have to start learning from their female counterparts.

The survey of 1,000 male and female middle and senior managers from across the UK is an indictment of the ability of men to function as leaders in the modern workplace.

A majority of those questioned believed women had a more modern outlook on their profession and were more open minded and considerate. By the way of contrast, a similar number believe male managers are egocentric and more likely to steal credit for work done by others.

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Management Today magazine, which conducted the research, said that after years of having to adopt a masculine identity and hide their emotions and natural behaviour in the workplace, women become role models for managers.

The findings tally with a survey of female bosses carried out in the US. A five-year study of 2,500 managers from 450 firms found that many male bosses were rated by their staff of both sexes to be self-obsessed and autocratic. Women on the other hand leave men in the starting blocks when it comes to teamwork and communicating with staff.

Female managers use time more effectively, with many of those surveyed commenting that juggling commitments is a familiar practice for women with a home and a family.

Female managers also appear to make good financial sense for penny-pinching companies: most people, of either sex, would rather ask for a rise from a man.

“If men want to be successful at work they must behave more like women” said the magazine’s editor, Rufus Olins. “Businesses need to wake up to the fact that socalled feminine skills are vital for attracting and keeping the right people. In the past women who aspired to management were encourage to be more manly. It looks now as if the boot is on the other foot.”

From The Guardian

B. Which ideas expressed in the article do you agree with? Do you find any of the ideas surprising? Have your opinion on male and female boss changed?

Ex. 15. Write an essay “An ideal manager”. You have to express your idea about skills and qualities, management styles and personal characteristics a manager should possess to become successful.

Ex.16. Role play. Organize a conference “International problems of management”. Divide your group into two subgroups A and B.

Group A consists of management experts from well-known successful companies such as “Nokia”, “Toyota” and others. You have to use all your knowledge on management to explain how you have achieved success.

Group B presents management learners, who want to find out the key to success. You have to ask as many questions and commentaries to the information as you can.

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UNIT V. COMPANY STRUCTURE.

Topics for discussion:

1.Company structure.

2.Company profile.

3.Way to success.

Ex. 1. Read the information and explain the meaning of the words in bold.

Moat companies are made up of three groups of people: the shareholders (who provide the capital), the management and the workforce. The management structure of a typical company is shown in this organization chart.

Board of Directors

Managing Director

Senior management

Middle management

At the top of the company hierarchy is the Board of Directors, headed by the Chairperson or President. The Board is responsible for policy decisions and strategy. It will usually appoint a Managing Director or Chief Executive Officer (CEO), who has overall responsibility for the running of the business. Senior managers or company officers head the various departments or functions within the company, which may include the following: Marketing, Finance, Production and others.

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Ex. 2. Study the information about one of the most successful company “Philips”.

It is a major multinational company, which has almost 30,000 trademarks registered worldwide.

A. Look at the organization chart below and describe the structure of this company.

PHILIPS

Let’s make things better.

PRESIDENT

BOARD OF MANAGEMENT

(In charge of management)

SUPERVISORY BOARD GROUP MANAGEMENT COMMITTEE

(Responsible for the general course of business. Makes sure policy is implemented and advises the board of

management)

B. Match these products to the sectors below which they come from.

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C. Looking at the chart and sectors of production, describe the company in details. Follow the plan:

1.Company name.

2.Company creed.

3.Company structure: who is in charge of…? who reports to…?

4.Production sectors and products.

Ex. 3. A. Before reading the text about Philips below, decide whether you think these statements are true (T) or false (F).

B. Read the text and check your answers.

The Philips Story

The foundations of the world’s biggest electronics company were laid in 1891 when Gerard Philips established a company in Eindhoven, the Netherlands, to manufacture light bulbs and other electrical products. In the beginning it concentrated on making carbon-filament lamps and by the turn of the century was one of the largest producers in Europe. Development in new lighting technologies fueled a steady programme of expansion and, in 1914, it established a research laboratory to stimulate product innovation.

In the 1920s, Philips decided to protect its innovations in X-ray radiation and radio reception with patents. This marked the beginning of the diversification of its product range. Since then, Philips has continued to develop new and exiting product ideas like the compact disc, which is launched in 1983. Other interesting landmarks include the production of Philips’ 100-millionth TV set in 1984 and 250-millionth Philishave electric shaver in 1989.

The Philips Company

Philips’ headquarters are still in Eindhoven. It employs 256,400 people all over the world, and has sales and services outlets in 150 countries. Research laboratories are located in six countries, staffed by some 3,000 scientists. It also has an impressive global network of some 400 designers spread over twenty-five locations. Its shares are listed on sixteen stock exchanges in nine countries and it is active in about 100 businesses, including lighting, monitors, shavers and colour picture tubes; each day its factories turn out a total of 50 million integrated circuits.

The Philips’ people

Royal Philips Electronics is managed by the Board of Management, which looks after the general direction and long-term strategy of the Philips group as a whole. The

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Supervisory Board monitors the general course of business of the Philips group as well as advising the Board of Management and supervising its policies. These policies are implemented by the Group Management Committee, which consists of the members of the Board of Management, chairmen of most of the product divisions and some other key officers. The Group Management Committee also serves to ensure that business issues and practices are shared across the various activities in the group.

The company creed is “Let’s make things better”. It is committed to making better products and systems and contributing to improving the quality of people’s work and life. One recent example of this is its “Genie” mobile phone. To dial a number, you just have to say it aloud. Its Web TV Internet terminal brings the excitement of cyberspace into the living room. And on travels around the world, whether passing the

Eiffel Tower in Paris, walking across London’s Tower Bridge, or witnessing the beauty of the ancient pyramids of Giza, you don’t have to wonder any more who lit these world famous landmarks, it was Philips.

http://www.news.philips.com.

Ex. 4. Read “The Philips Story” again. Why are these dates important?

Ex. 5. Read “The Philips Story” again and find the figures that correspond to the following pieces of information.

1.The number of people working for Philips worldwide

2.The number of countries with sales and service outlets

3.The number of countries where Philips has research facilities

4.The approximate number of integrated circuits produced every day

Ex.6. Match the words from the text with their corresponding definitions.

Ex. 7. Complete the passage with the given words in the correct form.

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The key to Philips’ success can be described by two words. The first is 1innovation; the company designers are continually developing and creating new products. The second is 2__________; Philips is active in about 100 businesses varying from consumer electronics to domestic appliances and from security systems to semiconductors. With such a wide 3____________ of products the company needs a complex system of management. Each product 4 __________ has its own chairman; most of these chairmen are members of Group Management Committee, which 5_________ all company decisions and plans. The Supervisory Board 6__________

the general business of the group and it also advices and supervises the Board of Management.

Ex.8. Read the information about another worldwide company.

A. Complete the company profile with either the perfect or past simple tense of the verbs in brackets. Pay special attention to irregular verbs.

COLGATE-PALMOLIVE COMPANY

William Colgate 1founded (found) the Colgate Company in 1806 as a starch, soap and candle business in New York City. For the first hundred years, the company 2(do) all its business in the United States. However, in the early 1900s, the company 3(begin) an aggressive expansion programme that 4(lead) to the establishment of Colgate operations in countries throughout Europe, Latin America and the Far East. In more recent years it 5(set up) operations in Turkey, Pakistan, Saudi Arabia, Eastern Europe and China. Colgate-Palmolive 6(become) a truly global consumer products company, worth $8.7 bn and selling in more than 200 countries.

Colgate-Palmolive’s five main sectors of business are: Oral care, Body Care, Household Surface Care, Fabric Care and Pet Nutrition and Health Care. In the area of Oral Care, Colgate-Palmolive is the world leader in toothpaste. As a result of the company’s heavy investment in research and technology, it 7(develop) many successful toothpastes, rinses and toothbrushes. To strengthen its presence in professional products, Colgate-Palmolive 8(buy) the Oral Pharm Company of Australia and the dental therapeutics business of Scherer Laboratories USA in 1990. for many years, the company 9(have) a strong dental education programme in schools throughout the world and 10(maintain) a close partnership with the international dental community. Recently it 11(create) a web site for dental professionals.

The company always 12(pay) close attention to the environment. It already 13(make) great progress in the use of recyclable bottles and packaging materials.

B. Write out the information from the text to complete the notes below.

Name of company___________________

Headquarters_______________________

Founder __________________________

Business activities___________________

Main markets_______________________

Sales______________________________

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C. Read the story about Colgate-Palmolive Company again and describe the key to its success.

Ex. 9. Write a company profile for TESCO using the notes below. Use the example in the previous task.

Name of company: TESCO plc

Established: 1924

Headquarters: Cheshunt, near London, UK

Chairman: John Gardiner

Business activities:

Superstores and hypermarkets-food, toys, clothes

Personal finance – banking, credit cards, loans, insurance

E-commerce – home shopping, books online

Internet service provider

Main markets: UK, Ireland, France, Czech Republic, Hungary, Poland, Slovakia, South Korea, Thailand (plans for Malaysia and Taiwan)

1999 sales: £18.5 bn

Ex. 10. Make up a project. Work in small groups. Find the information about worldwide successful company. Describe in details its structure, way to success and present company profile. Accompany your demonstration with pictures. Use available means to make it interesting for listeners.

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UNIT VI. RETAILING AND E-COMMERCE.

Topics for discussion:

1.What is retailing?

2.What do you know about e-commerce?

3.Do you use e-mail? Does it save time or make more work?

Ex. 1. Read the text and guess the meaning of the bold words.

Retailing is a business of selling products to the general public. Most retailers sell from shops or stores which are called outlets. Many countries have large retail chains which are organized nationally and sell standardized selection of products. Their outlets are often in shopping centers (US malls), where there is a large variety of stores in the same location.

Many large retailers operate from out of town locations with parking facilities, known as either hypermarkets (over 30,000 square meters) or superstores (under 30,000 square meters). They may be on a retail park, where there are a number of large stores.

Department stores are large shops which sell a wide variety of products, usually from a city center location. As the name suggests, they are organized in departments, each with its own manager.

Ex. 2. Match the word with the definition.

Ex. 3. In groups, discuss the retail business in your country. How has the business changed in recent years? What do you think are the reason for these changes?

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Ex. 4. A. What kind of goods can you buy in the following sections of the Department store? Match the items with the department.

B. What kind of foodstuffs can you buy in the following departments of the food store?

Ex. 5. Work in group. Visit one of the super/hypermarkets in your city and draw a floor plan of the departments with the list of items you can find there. Tell all the rest about layout and design of the store. Explain the reason for the location items in this way.

Ex. 6. Read the article and say what a key to success of this company is.

RICHER

PICKINGS

At hi-fi chain Richer sounds “we have a laugh”, says founder Julian Richer. They also sell more per square than any other retailer in Britain.

By Nigel Cope

Who is the busiest retailer in Britain? Marks and Spenser? Sainsbury perhaps, or Tesco? Wrong on all three counts. The answer is Richer Sounds, a little-known, privately-owned, cut-price retailer or hi-fi equipment with 28 shops in the UK.

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In the Guinness Book of Records, Richer Sounds warrants* an entry for the highest sales per square foot of any retailer in the UK - £17,000 – for its store on London Bridge Walk in the City.

It is profitable too. Sales are up and its operating margin has soared from 3.4 per sent in 1989 to almost thirteen per sent today. Last year Richer Sound made profits of more than £3 on sales of almost £48m.

Suppliers are keen to do business with this quirky* retailer. “People like Dixon and Comet have so many stores (344 and 262 respectively) that unless you’ve got 5,000 of a model it’s not worth their while putting it into their distribution system”, says Clive Roberts, sales and marketing director of Akai. With Richer, you can do a deal on 30”.

Marketing is a key weapon. Richer Sounds advertises regularly in national newspapers (“We buy late space at a discount,” Richer says) and in alternative magazines such as Private Eye and Viz. every month it produces up to 350,000 copies of brochure pushing latest offers.

The shops are like walk-in warehouses*. Outside, “bargain bins”* tout special offers including audio cassettes for 59p. Inside, compact discs players, tuners and speakers from leading names such as Sony, Akai and Marantz are stacked from floor to ceiling. Banners hanging from the ceiling proclaim: “If you’ve seen it cheaper, we’ll beat that price up to £50”.

Good service is another priority. At Richer Sounds staff is trained not to be pushy*. They all attend two training seminars a year at Richer’s country house in

Yorkshire, where more attention is paid to following the correct administrative procedures.

First-time hi-fi buyers get a call to check that they have plugged in the equipment correctly. Customer receipts include a freephone number they can dial if they have problem. Richer’s own name and office number is supplied too.

The emphasis is on fun. If it’s raining, customers are given a free umbrella. In summer they get a Chilly Willy (a type of ice lolly*). Other seasonal gifts include pies at Christmas and hot-cross buns at Easter. “We have a laugh,” Richer says. “We don’t take ourselves seriously, but we do take our customers seriously.”

From the Business Week

*to warrant: to guarantee *quirky: unusual, untypical

*warehouses: a building where goods are stored before they are sent to shops *bargain bin: a large container with goods sold at reduced prices

*pushy: rude in trying to get what you want

*lolly: (lollipop) – candy made of boiled sugar on a small stick

Ex. 7. Discus in groups unusual methods used in retail outlets in your town to attract customers.

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Ex. 8. Work in two groups (1 and 2). Make up a presentation.

Group 1.

A. Prepare a questionnaire that will be used in a consumer survey of customers of the most popular chain of retail shops in your town. The questionnaire will be used in interview with customers to collect the information, covering these areas:

Customer profile resident / visitor

professional and social background income

regular / occasion level of spending

how they discovered the store Customer satisfaction

service product range prices

communication of information suggestions for improvement

Customer attitude

experience and opinion of promotion actions experience and opinion of mail order and e-commerce

Your questionnaire should contain a mix of question types. Look at the extract from the survey. Which question is:

a)a multiple choice question?

b)a closed question?

c)an open question?

B.Interview students from group 2.

C.Write a report for the chain of retail shops, based on the information you obtained in the interview.

Group 2.

You work as a retail consultant and were asked by the manager of a supermarket to conduct a customer survey following a number of complaints. Write a report giving details of the complaints and your recommendations. Interview students from group 1 to add the list of complaints.

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Ex. 10. Read the information and explain the meaning of words in bold.

Clicks-and-mortar

My name’s John and I own a chain of sports shops. Last year, I started an e-commerce operation, selling goods over the Internet. We’ve done well.

Visitors don’t have trouble of finding what they want, adding items to their shopping cart and paying for them securely by credit card. Last year we had two million unique users (different individual visitors) who generated 35 million hits or page views. That means our web pages viewed a total of 35 million times!

E-commerce or e-tailing has even acted as a form of advertising and increased levels of business in our traditional bricks-and-mortar shops! Pure Internet commerce operations are very difficult. To succeed, I think you need a combination of traditional retailing and e-commerce: click- and-mortar. In our case, this has also helped us solve the last mile problem, the physical delivery of goods to Internet customers: we just deliver from our local stores!

Ex.11. Match expressions with the following meaning. Consult the text above.

1.traditional shops (two possibilities)

2.selling on the Internet (two possibilities)

3.where you put your items before you purchase them

4.physical delivery of goods to Internet customers

5.how many times a web page is viewed

Ex.12. Do you use e-mail? Does e-mail save time or make more work? Should employees send and receive personal emails at work? Why? Read the information about the quickest type of mail. Explain the words in bold.

E-mail is electronic mail. You can send an email to someone, or e-mail them. They will reply to your email or email you back.

The tone of an e-mail message can be like writing or speaking. If you are writing to someone you don’t know you should address this person Dear Mr/Mrs/Ms X. You should keep the style of your message quite formal and finish with

Yours sincerely/Best regards/Best wishes. If you are writing to a friend, you can start with Hi/Hello and write as if you were speaking to the person directly. You can end with All the best/Best.

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Ex.13. Look at the e-mail message and match the labels to the corresponding sections. Is the message written to a friend or unknown person? Is the tone of the text formal, official or informal? Why have you decided so?

a)e-mail of people you wish to send a copy of the message to

b)key words that describe the message you are sending

c)the text of your e-mail

d)e-mail address of people you wish to send a copy of your message to without them knowing that it is a copy

e)the address of the person you are writing to

f)your address

Robert,

Thanks for your e-mail asking for ways of reducing the sales force. Please find attached a Word document with specific plans for this. Please let me know if you can’t read this attachment. I’m copying Ruth Mitchell and Lina Green in on this. Do forward it to the rest of the board if you feel that’s appropriate. Looking forward to your reaction.

Best wishes,

E-mail expressions and abbreviations:

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UNIT VII. FRANCHISING

Topics for discussion.

1.What is franchising?

2.Franchisee and franchisor.

Ex. 1. Read the text and explain the meaning of the words in bold.

Franchising is a business system in which a company (or franchisor) sells an individual (or franchisee) the right to operate a business using the franchisor’s established system or format.

As part of the franchise agreement the franchisee pays an initial sum of money, a franchise fee or front end fee, to the franchisor and agrees to pay a royalty or management service fee for continuing advice and assistance, which is usually calculated as percentage of annual turnover. The franchisee may also pay an advertising fee to contribute to the franchisor’s annual advertising and marketing cost.

The franchisee also has the necessary capital to open the business.

The franchisor provides an operations manual which contains all the information that the franchisee needs to run his or her business. A franchisor may appoint a master franchisee to supervise the business in a particular area.

Ex. 2. Match the word with the Russian equivalent.

Ex.3. In pairs, think of as many examples as you can of franchise operations in your country in the following sectors.

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Ex. 4. In pairs, decide if the points below refer to (a) franchisees or (b)

B. Read a business adviser’s talk about franchising and check your answers.

Well, I think if we first look at things from the franchisee’s point of view, imagine you are interested in going into business yourself. You have an idea, OK, but how can you be sure that it will work? Well, in fact you can’t. You just have to live with the risk that you, just like 50% of all new businesses, will fail. Now with franchising that’s not the case because you’re investing in a business that’s already operating in other places. It’s a save bet. So that’s the main advantage for the franchisee – reduced risk. But, of course, he or she has to accept certain conditions as part of the deal. For instance, there are rules that must be followed. This could concern, perhaps where the franchisee buys his or her products from, what he or she can sell in his shop, the way the employees should dress and behave, the type of information that must be provided, such as regular reports on sales. However, in exchange it is true that the franchisee does have quick access if he or she needs advice about something.

From the franchisor’ position it’s really a very different view. The franchisor, the inventor of whatever the product or service is, wants to expand the business to cover as much territory as he can. Now the real advantage here is that he can do that without having to invest his own capital and without having to recruit and manage personnel. All that is taken care of by the franchisee. From then on, he or she can simply watch the increased fees coming in as his company expands. In addition to that, the franchisor can also keep tight control over the way that individual franchisees actually manage their business and take actions if things go wrong. Similarly if a franchisee wants to sell the business then they would have to get the approval of the franchisor. Normally the franchisor will also look after the business at national and international level which, of course, means promoting the business through national advertising.

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Ex.5. Work in groups. Group A makes a list of what you think are the principle advantages and disadvantages of the franchise system for a franchisee. Group B does the same for a franchisor. Compare your lists.

Ex. 6. Now you will study the information about Dunkin’ Donuts franchise.

A.What do you know about this company? How can you translate doughnuts (UK), donuts (US) and dunk? What does this company specialize in?

B.Read the talk of Janis Errickson, a franchisee with Dunkin’ Donuts, about the organization she is a part of. Complete the diagram below.

DUNKIN’

DONATS® Baskin 31 Robbins

ALLIED DOMECQ

Parent company 4________________

Well, the company that I am a franchisee with is called Dunkin’ Donuts which has its headquarters in Massachusetts, here in the US. Dunkin’ Donuts is basically a chain of bakery goods and we sell bagels, muffins, donuts, although the majority of our sales, in fact our most profitable item, is coffee even though we are bakery. Dunkin’ started in business way back in 1950 and opened their first franchised store five years later in 1955.

Allied Domecq is actually the central owner of Dunkin’ and they also have other franchised business as part of the group. For instance, they own Baskin Robbins which opened in 1950, becoming a franchise operation right from the start.

They’re specialized in selling ice cream and also beverages, like sodas and shakes.

Togo’s is also part of Allied and they’re the youngest of the franchise brands since they only got going in 1971 and only really developed into a franchising operation in 1977. They what we would call a speciality sandwich chain. Of all three business, Togo’s and Baskin’s have the lowest capital requirements which are about $100,000 compared to Dunkin’s which is double that.

Ex. 7. Work in small groups. Find the information about companyfranchisor/ franchisee. Write the franchise profile. Make a presentation of the business,

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explaining how it operates and what investments are required from franchisees. When you have finished your presentations, compare them to the rest of group and decide which you would be interested in and why.

UNIT VIII. MARKETING

Topics for discussion.

1.What is marketing?

2.Four Ps?

3.How to market a company to make it successful?

4.Brands and branding.

Ex. 1. Read the text and explain the meaning of the words in bold.

Marketing is the process of planning, designing, pricing, promoting and distributing ideas, goods and services, in order to make and attract a profitable demand for a product and satisfy customer needs.

Companies point out how the special characteristics or features of their products and services possess particular benefits that satisfies the needs of the people who buy them.

Non-profit organization have other, social goals such as persuading people not to smoke, or give money to people in poor countries, but these organizations also use the techniques of marketing.

In some places, even organizations such as government departments are starting to talk about, or at least think about their activities in terms of the marketing concept. Marketing process involves the four Ps:

product: identifying consumer needs and wants in order to decide what to sell price: deciding what prices to charge

place: deciding how it will be distributed and where people will buy it

promotion: deciding how the product will be supported with advertising, special activities, etc.

The fifth P which is sometimes added is packaging: all the materials used to protect and present a product before it is sold.

The four Ps are a useful summary of the marketing mix, the activities that you have to combine successfully in order to sell.

To market a product is to make a plan based on this combination and put it into action. A marketer or marketeer is someone who works in this area.

(Marketer can also be used to describe an organization that sells particular goods or services.)

Ex. 2. Read the article and answer the questions.

Most people and many managers do not understand the role of marketing in modern business.

Marketing is two things. First, it is a strategy and set of techniques to sell an organization’s products or services. This involves choosing target customers and

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designing a persuasive marketing mix to get them buy. The mix may include a range of brands, temping prices, convenient sales outlets and a battery of advertising and promotions. This concept of marketing as selling and persuasion is by far the most popular idea among both managers and public.

The second, and by far more important concept of marketing, focuces on improving the reality of what is on offer. It is based on understanding customers’ needs and developing new solutions which are better than those currently available. Doing this is not a marketing department problem, but one which involves the whole organization. For example, for Rover to beat Mercedes for the consumer’s choice involves engineering new models, developing lean manufacturing processes, and restructuring its dealer network.

Creating company-wide focus on the customer requires the continual acquisition of new skills and technology. Marketing is rarely effective as a business function. As the chief executive of Hewlett Packard put it: “Marketing is too important to leave to the marketing department”. Such companies understand that everybody’s task is marketing. This concept of marketing offering real customer value is what business is all about.

From the Business.

1.Which of the four Ps are mentioned here?

2.Does the author think the four Ps are complete definition of marketing?

3.Does the author think that marketing is only for marketers?

4.Can a poor product be made successful by clever marketing techniques?

Ex. 3. Read the article below.

A. Find words and expressions relating to “The four Ps” of the Coke and Pepsi marketing mix. Fill in the table.

GUESS WHO WANTS

TO MAKE A SPLASH IN WATER

Will Coke and Pepsi leave smaller bottlers high and dry?

By Dean Foust in Atlanta

First came Cola Wars. Next the Juice and Iced Tea Wars. Now beverage giants Coke and Pepsi are about to fight another beverage battle: the water Wars. Are the market may never be the same?

The $4.3 billion bottled-water business has been divided among countless small regional players producing brands such as Alaska Ice Age Premium and McKenzie Mist. There are a handful of premium brands such as Evian and Perrier. But the biggest, Poland Spring, has only 7.5% share. And with bottled-water consumption increasing 10% annually – triple the growth rate of the much larger but more mature soda business – it’s a temping market for both Coca-Cola Co. and Pepsi Co Inc. Pepsi

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jumped in two years ago and its Aquafina brand has become one of the top 10 brands. Now Coke is taking the plunge. Dasani, which Coke plans to unveil on February 19, isn’t the product of some newly discovered spring but municipal tap water that is purified and distributed by Coke bottlers. Coke says it plans to tiptoe into water “to be careful that we don’t replace high-margin soft drinks with low-margin water”, as CEO

M. Douglas Ivester has put it. But analysts nonetheless expect the Atlanta-based beverage giant’s entry to cause massive shifts in the US water business. “Coke will be a big player – and fast”, says Gary Hemphill, vice-president of Beverage Marketing Corp, New York research firm.

Indeed, analysts predict that Coke’s move will dramatically hasten the consolidation already occurring in water business. Vulnerable are thousand of small regional players that can’t match Coke’s marketing tactics. A Coke bottler who was distributing another Indiana water offered retailers a free cooler to stock the product, and merchants expected other companies to do the same. “We couldn’t afford that, so it

costs us a couple of accounts”, says Rebecca Kelly, Whispering Springs Inc. president. IMAGE PROBLEM? Still, for all the soda giants’ marketing muscles and distribution

might, there’s no guarantee that they’ll be able to dominate the business. It’s one thing to convince consumers that Coke’s secret formula is unique, but it may have a harder time providing that it’s water is the real thing. And it could turn out that Coke’s success as a purveyor of soda could give it an image problem among consumers who buy water as healthy alternative to the fizzy sweet stuff. “When you think of Coke, you don’t think of water,” notes Stephen Monaco, beverage buyer for Tedeschi/Lil Peach Food Stores, a Massachusetts-based chain of 136 stores.

Monaco has already dropped Aquafina. The Pepsi product, which like Dasani is treated local water, did not outsell a half-dozen other brands he stocked. He offered to keep selling Aquafina if he could stock in the coolers the soda giant had provided.

Pepsi refused; it didn’t want to sacrifice cola space for water.

For Coke and Pepsi, that’s the dilemma: how to give water a place on shelves and in grocery bags without displacing soda sales. But they have managed that trick with teas and juices. And given the gusher of demand for water, Coke and Pepsi won’t retreat from this battle.

From the Business Week

(Br) soda = fizzy water

(US) soda = a sweet fizzy water beverage = a hot or cold drink

B. Think over the questions:

1. What marketing techniques are used by Coke and Pepsi to attract buyers? 2. What is the key to success of this company?

C. Decide whether the following statements about the bottled water business are true (T) or false (F).

6.Company can make more money from selling soda than from selling water. ( )

7.The entry of Coke and Pepsi will probably mean that smaller companies

Ex.4. Use the letters in brackets to form a word to complete each sentence.

1.Last year 1(NAMDDE) for our products decreased slightly as some of our customers switched to cheaper, alternative products.

2.We are now processing the answer to our most recent 2(ITSQEUNERNOIA) which was used to interview more than five thousand customers.

3.The new display units, which take up less space, have been designed specifically for use in small-sized 3(STUOELT).

4.A 4(VRUSYE) of existing customers has shown that a significant proportion are unhappy with the quality of our after sales service.

5.We have signed an agreement which will allow us to distribute through a 5(TWENOKR) of supermarkets across Europe.

6.The promotional campaign will be centered on 6(RITCED LIMA) which will be sent to potential customers in major towns in this area.

7.This is completely new product so we will be promoting it with a series of 7(LEPSAIC FOERES) during the launch period.

8.When customers place an order, we guarantee 8(VYREDLIE) within three days.

Ex. 5. Read the text and explain the meaning of the words in bold.

Brands and branding.

A brand is a name a company gives to its products so they can be easily recognized. This may be the name of the company itself: the make of the product. For products like cars, you refer to the make and model, the particular type of car, for example, the Ford (make) Ka (model).

Brand awareness or brand recognition is how much people recognize a brand. The ideas people have about a brand is its brand image. Many companies have a brand manager. Branding is creating brands and keeping them in customer’s minds through

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advertising, packaging, etc. a brand should have a clear brand identity so that people think of it in a particular way in relation to other brands.

A product with the retailer’s own name on it is an own-brand product (BrE) or own- label product (AmE).

Products that are not branded, those that do not have a brand name, are generic products or generics.

Ex. 6. Match the words or word-combinations with their Russian equivalents.

Ex. 7. Complete this marketer’s description using the words and expressions from the box. What difficulties has Tomas faced when buying new product?

My name’s Tomas. I’m Portuguese, and I’ve been (1)_____ _______ for Woof dog food for the whole of Portugal and Spain since I left business school last summer. The Woof (2)_______ is owned by a big international group. The market for pet food in Portugal and Spain is growing very fast, as more and more people own dogs and cats, and we’re trying to increase (3)_____ _______

of Woof through TV advertisements and hoarding in the street. Research shows that people have very positive ideas about it: it has a very positive (4) ________

________. But the supermarkets have their (5) ________ ________ dog food, usually sold cheaper than our product, which is a problem. There are even

(6)______ _______ sold just under the name “dog food”. We have to persuade people that it’s worth paying a bit more for (7)_______ product like Woof, which is far better, of course.

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Ex. 8. Read the information about some ways of promotion and explain the words in bold. What other ways to promote new products are used in your country?

The sales force.

A company’s salespeople (its salesmen and saleswomen) visit customers and persuade them to buy its products. Each member of this salesforce may be responsible for a particular region: his or her sales area or sales territory.

The head of the sales force is the sales manager.

Promotional activities

Promotion (uncountable) is all the activities supporting the sale of a product, including advertising. Promotion describes:

a special offer such as a discount or reduced price.

a free sample: a small amount of the product to try or taste.

a free gift: given with the product.

competition with prizes.

Supermarkets and airlines give loyalty cards to customers: the more you spend, the more points you get, and you can exchange these points for free goods or flights. Cross-promotion is where you buy one product, and you are recommended to buy another product that may go with it.

Ex. 9. Work in small groups. Think of the product or service you want to sell with a view on profit. Work out marketing concept including four Ps to attract buyers. Make a presentation of your concept.

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UNIT IX. ADVERTISING

Topics for discussion.

1.Advertising. Is it of any importance?

2.Ways of advertising.

Ex. 1. A. Read the text and explain this process using the words in bold.

Product advertising is an important part of the marketing mix. Its aim is to increase sales by making a product or service known to a wider audience, and by emphasizing its positive qualities. A company can advertise in a variety of ways, depending on how much it wishes to spend and the size and type of audience it wishes to target. The different media for advertising include television, radio, newspapers, magazines, the Internet and direct mail. Besides, it can be open air hoarding (BrE) / billboards (AmE) and neon signs. The design and organization of advertising campaigns is usually the job of an advertising agency.

Corporate advertising is not directly concerned with increasing sales of particular product or service, but more with the brand image, or picture, a company wants to present to the public. Public relations (PR) experts specialize in organizing activities and events which generate positive publicity for companies. Unusual advertising campaigns sometimes get extra publicity for the company by way of media reports about the campaign.

Product endorsements are when famous people recommend a product.

Sponsorship is where companies sponsor pay some of the costs of events like concerts, shows and sports events

B. Discuss in groups what other methods of advertising you know and what are the most effective in your point of view.

Ex. 2. As consumers get more used to advertising, companies have to come up with better ways of ensuring that people pay attention to their ads. In pairs, say what you think of these recent experiments in advertising. Can you think of any new and innovative ways to advertise?

Interrupting telephone conversations with advertising messages (in exchange of free phone calls).

Talking ads at bank cash machines. Ads on toilet walls.

Advertising on small television screen on supermarket shopping trolleys.

Ex. 3. Many advertisements contain a slogan or short phrase to attract the consumer’s attention. Effective slogans are usually short, easy to remember, easy to repeat and easy to translate for international market.

A. Read the texts about translation of slogans and brand names, and note the problem in each case.

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Would you call your friends if it meant hearing ads every three minutes – er, make that free minutes?

By Jay Branegan

You pick up the telephone, dial the number and before it rings a cheerful voice says,

“Hello! This call is sponsored by…”

1______. We’ve come to tolerate (maybe) TV ads that cut into movies just at the dramatic moment, or intrude on soccer matches right when a crucial play begins. In American football, referees even halt play for commercials. But how many people would be willing to have a phone call repeatedly interrupted for a “brief word from our sponsors”?

Answer: plenty.

That’s the verdict from Sweden, where an outfit called Gratistelefone is offering free, advertising-supported calls in a two-month trial. Lines are overloaded. 2_______. They are not, it seems.

A caller dials a toll-free number, then dials any other number in Sweden.

3_______. There’s no charge for as long as the caller – or the person called – wants to talk, or is willingly to have conversation punctuated by chirpy jingles.

4_______. But giveaways know no age barrier, says Broden. “We were a bit amazed, but we’re getting lots of middle-aged and older people. For them it’s no bother”. He wouldn’t confirm published reports that the system is getting 30,000 callers a day, but did say is so popular that on some evenings the circuits are jammed.

And what’s in it for advertisers in this brave new medium? 5________. “Because the ad is only 10 seconds long and your friend is waiting on the line, you can’t really go to the bathroom,” says Broden. “It’s very cost-efficient.” A handful of organizations, including a movie theatre chain, a radio station, a snacks company and a charity, are already running ads, which cost about 13 cents per spot, and dozens more have expressed interest.

Gratistelefone has bigger, not to mention Big Brother-like plans. 6_______. Then, different callers might hear different ads, tailored to the advertisers’ needs. There’s even the technology to play separate ads to each person on the line – the caller from the rural north might hear a pickup truck pitch, while the recipient in Stockholm could listen to one for a local restaurant. The company plans to extend the service nationwide in Sweden in the next few months, and it has been deluged by inquiries from other countries. If the (READ TIME!) idea catches on and (READ TIME!) consumers elsewhere prove tolerant (READ TIME!) of such interruptions, who knows where it may lead?

From the Time

B. In groups, discuss the main idea of the article and express your opinion on such a persuasive way of selling product. Answer the question given in the title of the article.

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Ex. 5. RXV, a major electronics company, has decided to advertise its latest digital camera. It has several advertising agencies to submit proposals for a campaign. An executive at one of these agencies has made a list of tasks to be completed before submitting its proposal to RXV.

Complete the executive’s list using the vocabulary given. Change the form of the words where necessary.

Obtain complete market information about the 1client’s product; advantages, disadvantages, competitors, which groups of consumers the advertiser wants to 2_______. Define marketing objectives and plan an overall advertising strategy.

Meet with the media department to select the most appropriate means of advertising: media or posters on 3_________.

Meet with the 4_______ ________ to work on the design and ideas of the campaign. Point out that these should fit in with the overall 5______ ________ the company wants to project. Explain that we must be careful not to generate any negative 6__________ by offending anyone.

Ex. 6. In groups, choose a product or a service to prepare an advertisement. Discuss your ideas and agree on a slogan for your ad using the list of tasks given in the exercise above. Advertise your product or a service to convince the rest of your group it is worth buying. Discuss which advertisement is the most effective.

Ex. 7. One of the most effective ways to attract consumers to product or service is TV commercial. Read the information and explain the effectiveness of this advertising. Use the key words.

Designing a television commercial.

A TV commercial generally consists of a short film sequence of between 30 and 60 seconds with an accompanying soundtrack which includes a mixture of live recordings (what people actually say in commercial), a voice-over (the voice of someone who does not appear on screen) and music and sound effects. Various techniques are used in commercial to convince the viewer of the value of the product or service that is being advertised. One of the most common of these is ‘dramatisation’ where a short story is developed around the product or service. The original ideas behind a commercial of this type are developed from scenario, a written document that summarises the action, the atmosphere, the characters and the scene where the sequences of the commercial will be filmed. An artist then produces a storyboard, or series of pictures, to show how the commercial will look.

(New Insight into Business)

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Ex. 8. Read the description of the TV commercial for a Gillette anti-perspirant and make notes about:

The sequence starts with a view of a handsome young man galloping across a beautiful American desert landscape in a glorious sunshine. As the camera moves back we see that he is heading at full speed towards the edge of a very steep cliff. The horse stops suddenly just at the edge, which causes the rider to plunge over its shoulders into the abyss. There follows a series of different camera angles to show the man’s dramatic fall from various perspectives.

Fortunately, there are a few branches growing out of the sheer rock face and our hero managers to catch onto one of them and we next see him on the right of the screen, hanging safely from it. Suddenly he begins to smile charmingly, and the camera moves left to reveal why. A beautiful young girl who has met with the same fate is hanging from another branch just opposite his!

At this moment the voice-over says ‘Because you never know when you will meet the girl of your dreams, Gillette has created continuous protection anti-perspirants. They prevent odour before it begins, to keep you fresh all day long.’ We then see the product in the foreground of the great desert landscape and the voice-over continues with the final slogan ‘Gillette anti-perspirants; long-lasting protection that keeps you ready for anything.’

However, the love story is not over, and the next thing we see is the young man reaching over to give our heroine some flowers which just happens to be growing on his branch! She accepts with a smile but this will be a short-lived love affair because just at this moment our hero’s branch begins to crack under his weight!

Ex. 9. Make up a project.

A. in groups, choose a product or service to prepare a scenario for. Discuss your concept, ideas, target audience and agree on scenario and slogan for a TV commercial using the dramatisation technique.

B. In groups, prepare a complete written scenario for your product or service. Follow the model of the description of the advertisement of Gillette antiperspirants.

C. Present descriptions to the rest of the class. Discuss which scenario is the most interesting and effective.

1.Banking system.

2.Banking services for public.

Ex. 1. Read the text and compare the banking system in the UK to the banking system in Russia.

The banking system in the United Kingdom is made up of a variety of institutions supervised by the country’s central bank, The Bank of England. This bank looks after the government’s finance and monetary policy and act as banker to other banks. However, for the general public and many businesses, banking services are provided by commercial banks, or clearing banks, which have branches throughout the country. These banks offer a wide range of services which include accepting deposits, making loans and managers customers’ accounts. Merchant banks, on the other hand, do not deal with the public but specialize in services for companies or corporate customers. They are particularly active in arranging mergers and acquisitions and in advising on aspects of corporate finance.

Ex. 2. Study the information about different services that banks provide for the general public. Explain the words in bold. Make a list of bank services. Tick the services you use.

I’m Lisa. I have an account at my local branch of one of the big high-street banks. I have a current account for writing cheques, paying by debit card and paying bills. It’s joint account with my husband. Normally, we’re in the black, but sometimes we spend more money than we have in the account and we go into the red. This overdraft is agreed by the bank up to a maximum of $500, but we pay quite a high interest rate on it. I also have a deposit account or saving account for keeping money longer term. This account pays us interest (but not very much, especially after tax!).We have a credit card with the same bank too. Buying with plastic is very convenient. We pay off what we spend each month, so we don’t pay interest. The interest rate is even higher than for overdrafts!

Like many British people, we have a mortgage, a loan to buy our house.

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Ex. 3. Which of the items would you use if you needed to

1.check how much money you had in your bank account several weeks ago?

2.take money with you for a visit to foreign country?

3.see how much you have to pay for the electricity you used last month?

4.send payment by post?

5.take money out of your account on Sunday?

Ex. 4. Decide which of these things may happen to you and which are unlikely to happen. Write complete sentences using the appropriate verb forms.

1.If / go abroad next summer / change / some money into traveller’s cheques.

If I go abroad next summer I will change some money into traveller’s cheques. (may happen)

If I went abroad next summer I would change some money into traveller’s cheques. (is unlikely to happen)

2.If / lose / credit card / inform / the bank immediately.

3.If / need some money / ask / the bank manager for a loan.

4.If / find / mistakes on my bank statement / change / a different bank.

5.If / earn / more money / be able to / save more.

6.If / order / chequebook / get / it before the end of the week?

Ex. 5. Complete the passage using words from the box and the information in the bank statement bellow.

Jane Sadler opened her 1account with the Medway Bank on 28th January with a cash 2_______ of $300. On 15th February she wrote a 3________ for $53.25 and this appeared as a 4_________ on the bank statement on 20th February. On 22nd February she took out $60 in 5_________ from a cashpoint machine. On the following day the bank debited $33.50 from her account for a 6_________ she had made using her 7________. Her monthly salary was paid directly into her account and this appeared as a 8_________ of $802.20 on 26th February. There were no further 9________ on her account and she finished the month with a 10_________ of $955.45.

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Ex. 7. Choose the correct alternative to complete each sentence:

10. The amount of money a lender receives for a loan or an investment, expressed as a

Ex. 8. The following famous quotations are about credit and borrowing and lending. Complete them with the appropriate words from the vocabulary above. Discuss these statements in groups.

A.In business, one way to obtain 1_______ is to create the impression one already has it.

B.Neither a 2_______ nor a 3________ be.

C.An acquaintance is someone we know well enough to 4________ from, but not well enough to 5________ to.

D.A 6_______ card is an anesthetic which simply delay the pain.

Ex. 9. Read some statements about money and give their Russian equivalents. Discuss them in groups. Find some other statements or proverbs about money and explain how you understand them.

1.Money is the root of all evil.

2.A fool and his money are soon parted.

3.Money burns a hole in my pocket.

4.Put your money where your mouth is.

5.Time is money.

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Ex. 10. Read the text about the history of money.

A. Make a list of six different things that have been used as money.

FUNNY MONEY.

In 1642, a law was passed in Virginia saying that tobacco was to be the only currency in the colony and although a form of paper money was introduced later, tobacco remained the basis of the Virginian currency for over a century. This is not as strange as it might seem.

0 (H). Back in prehistoric times, sharp stones for making axes were used as money by Stone Age people. 1 ( ).

Later, when metal became more widely used, pieces of bronze were made into small knives, shirts or spades, and these could be exchanged for the objects they represented. In more recent times, some of the most varied items have been used as money, such as dog’s teeth in New Guinea or whales’ teeth in the Pacific Islands. But the greatest success story among strange currencies were undoubtedly cowry shells, which for many centuries were accepted as payment throughout much of Africa and Asia.

2 ( ). This had been used in some parts of the world for well over a thousand years.

Paper was invented by a Chinese government minister, T’sai Lun in AD 105. 3 ( ).

This worked very well, and then the famous traveler Marco Polo visited the empire from 1275 to 1292, during the rule of Kublai Khan, he marveled at its sophisticated use throughout the emperor’s lands.

One of the most successful forms of currency was invented during the rule of the Chinese emperor Wu Ti. When he found himself short of cash, he made a plan to raise money from his wealthy noblemen. First of all the emperor collected all the white deer in the country and kept them in a royal park. Then he passed a law saying that anyone who wanted to come to emperor’s court must wear a white mask made of deer skin.

4 ( ).

In time, the noblemen who had bought masks would offer to sell them to colleagues in return for goods and services, and in this way the deerskins became a type of currency. In contrast, one of the least successful currencies of all times was the German mark in the 1920s. 5 ( ).

At the height of the crisis, when an inhabitant of Berlin went into a local café and ordered a coffee priced at 5,000 marks, by the time he came to pay the bill, it had risen to 8,000 marks. Prices were rising at 60 per cent an hour.

In the end the currency became completely worthless. 6 ( ).

This of course was the system that had been used thousands of years ago, long before money was even invented.

From ENCYCLOPEDIA Britannica 2003.

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B.Read the text again. Match the missing sentences A-H with the gaps (1-6). There is one extra sentence that you do not need. There is an example at the beginning (0)

A.The government had made the mistake of printing more and more paper money, and as a result, the money became worth less and less.

B.This is understandable, because they were about the only useful tools that existed at that time.

C.The government later introduced exchange rates, which made it possible for people to buy and sell currencies from the three countries.

D.They had no opinion but to start once again exchanging goods and services with each other, and to forget about money completely.

E.These could, of course, only be bought from him, and since he controlled their supply, he could charge fantastic prices for them.

F.So it is not surprisingly that China also introduced the first paper currency in about AD 650.

G.In the French Sudan, they remained an acceptable currency for paying taxes until 1907, when they finally gave way to paper money.

H.History shows that almost anything can become money provided that it is relatively scarce and people want it.

Ex. 11. There are different forms of money. Translate the alternatives and choose the correct one to complete each sentence.

Ex. 12. Make up a project “Money matters”. Find any interesting information concerned with money: the history of money, the history of Russian currency, the richest person in the world and so on. Present your information to the group.

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UNIT XI. GLOBALISATION.

Topics for discussion:

1.What do you understand by globalization?

2.How do companies go global?

3.Are the brands local, national or global?

4.Are the tastes in food individual, national or global?

Ex. 1. Read the text and say what you understand by globalization. Explain the words in bold.

GOING GLOBAL.

The Economist has identified these key contributors to globalization:

free movement of capital ‘at the touch of a button’. This is the fuel of investment in all its forms;

trade liberalization, with the lowering of trade barriers;

lowering of shipping costs thanks to the efficiency of containerization. ( The shipping charge for a whole container of goods classing the Pacific can be as little as $ 50. the transport cost for each ‘Japanese’ TV, probably made in Malaysia or elsewhere, sold in the US or Europe is negligible.)

reduction in telecommunications and computing costs. (The cost of a 3-minute phone call from New York to London in 1930 was $ 300 in today’s money. There is more computing power in the average wrist watch today than there was in all the world’s computers in 1950.) Organisations with the resources and expertise to exploit the information on their networks on a worldwide scale that will have a key competitive advantage in many industries. Operating in and producing for not just one country, or even one continent, allows a company to reduce costs and benefit from economies of scale.

Some implications of for managers have been suggested by points raised in a series in the Financial Times. Even in a company that operates within one country, there is often resistance to ideas from outside, the not invented here syndrome; and with subsidiaries in many countries, this becomes even more of problem, because it is compounded by cross-cultural issues and potential misunderstandings. Resistance to the way of doing things elsewhere may be even stronger if the subsidiary was previously a local company taken over by a multinational, perhaps with loss of jobs and loss of a sense of security among those that remain. Developing international teams of managers in environment like these is a challenge.

A brand like Coca-Cola has been around long time, and dominates the fizzy drink market in almost every country, outselling local brands. One of the exceptions is Scotland, and their marketing specialists are trying to find out why this is, in an international market that should by now be homogenous. Anomalies such as the French preference for top-loading washing machines when the rest of Europe prefers door-loading ones, or the Americans liking for 4x4-type vehicles rather than saloon

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cars, even in cities, could be related to the smallness of French apartments or the cheapness of American petrol. But there are always cultural ‘traditions’ that are harder to explain. Why do the Spanish drink so little tea? Why do Germans eat so many bananas?

However, traditions can change. Interestingly, breakfast cereal is slowly progressing as a way of starting the day among younger people. A global breakfast cereal culture may be developing. This may seem a trivial example of the globalization of taste, but consumer goods companies must be aware of issues like these.

Of course, there is debate about whether the power of international capital and multinationals, and the supposed homogenization of tastes worldwide, are good things or not, you will no doubt have your own view.

From the Market Leader

Ex. 2. Think of people with similar jobs, background to you in another country that you know. When they go to a supermarket, do you think they buy the same products as you? Are their tastes and lifestyles very different?

A. Read the article.

Consuming fascination.

By Allison Smith

The global brand is real enough, but what of the global consumer? Nicholas Trivisonno, the chairman and chief executive of AC Nielsen, the US-based international market research company, believes such a character is fictional. “There is no global consumer. Each country and the consumer in each country has different attitudes and different behaviours, tastes, spending patterns,” he says.

Nielsen should be in a position to know. It has a presence in more than 90 countries across three continents, and works for more than 9,000 clients. Its revenue last year was $1.4 billion, out of a $12 billion global market research industry.

Mr. Trivisonno specifically includes teenagers in what he says, though they are often seen by marketing executives as people who have more and more in common worldwide – and to whom some of the leading global brands most appeal.

“We see changes in consumer behaviour, but not a convergence of consumer behavoiur,” he says. He believes the reason for this is that even though a global brand may get similar reactions in very different markets, the consumer will view it against different sets of rivals in the market.

“Take a global of soft drink. Acceptance of that product may be the same, but the competitive set in any particular country will be different – it could be mineral water, coffee or other types of soft drinks. You need to look behind not only reaction to the global brand but to competitors’ brands”

Mr. Trivisonno gives the example of a breakfast cereal manufacturer. At one time competition for a cereal would have been from the brands that it stood alongside on supermarket shelves: these days it may be with other breakfast foods, such as yoghurts. “Now it’s all about share of stomach, share of thirst,” he says.

From the Financial Times

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B. Answer the questions.

1.What do people have for breakfast in your country? Is there a difference between what younger and older people have?

2.Which of these things are sold under brand names?

3.Are the brands local, national or global?

4.If they are local, are they locally owned or part of a multinational group?

5.When people eat out in restaurants in your country, do they prefer restaurants with food from your country or do they prefer food from other countries? Is there a difference between what younger and older people like?

6.Do you think that global tastes in food are developing?

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Video vocabulary

Match these expressions from the video to the definitions.

Video on_____________________________________________________________

A. Before you watch each segment, read the questions. Then watch the video and answer the questions.

Segment 1 start – 2.36

1.How has the business world changed over the last twenty years?

2.What examples does Dick Brown give of globalisation?

3.How does Dick Brown view Cable & Wireless place in the global market?

Why is the communications industry so important in a global market?

Segment 2 2.37 – 4.12

1.What did Percy Barnevic do when he become the head of ABB? Why?

2.What does ‘global glue’ mean for ABB? What effect does it have on employees?

3.What two types of leaders does Percy Barnevic mention?

4.What are the three contradictions he talks about?

5.When the three contradictions work well together, what does this give a company?

What are the advantages of being a large company? What are the advantages of being small?

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Segment 3 4.12 – 5.20

1.Does Dick Brown think that all companies will become global companies?

2.What are Cable & Wireless’ goals?

3.How does a company go global? Which three ways does Dick Brown mention?

Which route to ‘globalness’ probably takes the longest?

Segment 4 5.20 – 6. 54

1.Why is it important to have local people in a global organization?

2.What does Percy Barnevik say is the easy thing?

3.For Percy Barnevik, what is the key to successful globalization?

Percy Barnevik talks about ‘national, cultural barriers’. Do you agree that differences in culture can make it difficult for different parts of an international company to work together?

Talking points

B. 6.55 – 7.15

How do companies go global?

What are the benefits of globalization to companies?

How do you make globalization work?

Word for word_______________________________________________________

Watch the following clips and complete the interviews.

1. 1.58 – 3.36

Dick Brown: The world 1 _________ __________ and the telecommunications industry is becoming more and more (glo-) global, and so we feel we’re wellpositioned in that market place. You see currency markets are more globally tied, economies are 2 _________ __________, more so nowadays with expanded trade, more and more multinational accounts are doing business in many, many more countries. We’re a company at Cable & Wireless now 3 ______-_______ to carry the traffic and provide the services to more and more companies that now need to get to five countries or twelve countries or twenty countries, we’re often there.

2. 3.25 – 4.12

Percy Barnevik: We have now for ten years after our big merger created a

1 “______-_______” where people are tied together, where they don’t internally compete, but support each other, and you have 2 _________ _________ with global responsibility and your local manager working with their profit centres, and if you have the right, so to say, agenda for these people and the right structure, you can use a scale of economy and your advantages of bigness but being small. We used to say you

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have three 3___________: decentralized and still centrally controlled, big and small, global and 4___________, and, of course, to try to make these contradictions work together effectively, then I think you have a big organizational 5 ________

__________.

3. 4.39 – 5.20

Dick Brown: Well, as you go global and a handful or more of companies are going to really push out, in my view, to be truly 1 _________ ___________, and some of them, maybe all of them, will also work to be local. They’ll be local in chosen markets and

can 4 __________ your way to ‘globalness’, you can organically grow your way to ‘globalness’, you can have alliances which help you get global quicker, so you take your pick.

4. 5.20 – 5.32

Percy Barnevik: You have to start from the top with local people who understand 1 _________ , __________ and so on, and I think in this global world where the East is coming up now, that’s a 2 ____________ ___________.

5. 5.59 – 6.19

Percy Barnevik: You see, the easy thing is to have the 1 __________, but then to make the systems work, to make people really work together, to 2___________ each other – Americans, European, Asians, to get over these 3 ___________, _______

_______ and create a common glue, ABB, and then make them 4 _______-_______.

Business forum_______________________________________________________

Discuss these questions.

1.What role have the following played in globalization?

a)the removal of trade barriers

b)electronic systems of communication e.g. the Internet

2.Which types of company do you think are most/least suited to globalization?

3.Do you think that global companies have too much power?

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h)disciplinary action: action taken when an employee breaks company rules

i)valuable asset: something belonging to the company that has value

j)to contribute: to give, to help

Work in pairs and put the expressions above under the headings. Discuss why the words have a negative or positive meaning for you.

Video on_____________________________________________________________

A. Before you watch each segment, read the questions. Then watch the video and answer the questions.

Segment 1 17.02 – 19.52

1.What type of management style does Stafford Taylor describe?

2.What does he think managers should allow their staff to do?

What do you think are the benefits of letting people take responsibility for their own decisions and problem-solving?

Segment 2 19.52 – 22.19

1.What difficult situation does Percy Barnevik describe that tells you what a company is really like?

2.Which of these does he specifically say to be considered?

a) how to handle or treat people ( )

b)how much money to give them ( )

c)how long they have been with the company ( )

3.What sort of managers is needed?

4.According to Stafford Taylor what is a very important role of management?

5.What should not happen to people when they make mistakes?

What are the two difficult situations mentioned here that really put a manager’s skill to the test?

Segment 3 22.20 – 25.05

1.What three motivating factors does Sandra Dawson mention?

2.How do companies benefit from giving their employees more responsibility?

What motivates you or would motivate you most in a job?

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Talking points

B.25.06 – 25.26

How would you manage people to get the best from them?

What responsibilities does management have towards its employees?

How should management deal with difficult issues like reducing the workforce?

Word for word_______________________________________________________

Match the following clips and complete the interviews.

1. 18.49 – 19.52

Stafford Taylor: I think you need to look at the kind of different 1 _______ ______

________, and we have in this country, certainly in the UK, in many businesses still a kind of 2_________ ________ ________ style of management and what I mean by that is that sort of the senior management have through some ultimate wisdom with which they happen to be gifted, decide exactly what’s going to happen throughout the company and they set a series of 3_________ … how the company’s going to move forward. And that these commands then get moved, thrown down the organization and people are then asked to do precisely what they are told to do. as far as is possible, and as far as is practical, you know, we should leave it to our 4 ________ to, you know, to take 5_________ of decisions, ownership of problems, and resolve those problems, and , in the main, they do. I mean certainly in my own organization I recon 98,99% of the people are very 6__________ individuals that will get on and do the job in the proper way.

2. 21.17 – 21.52

Stafford Taylor: The key role of management is to 1__________ their people, and by that I mean it’s to make sure that we 2___________, that we learn from mistakes, that when those mistakes are made that people shouldn’t be sort of disciplined, everybody should be entitled to try out new ideas and 3_________ ________ and we shouldn’t be sort of immediate sort of disciplinary action taken or 4_________. (Er) we should say, ‘Look, we’ve learned from that experience now let us make sure that we make sure that everybody else doesn’t make the same mistake and let’s coach 5_________

_________ across the organization.’

3. 22.00 – 22.19

Percy Barnevik: At the end of the day you should have to have an 1_________ for other people’s way of behaving, their culture. You have to spend time together to really discuss problems. You have to share the same values, you have to reward people who really 2___________ to the group benefit, not just to their own benefit.

4. 22.54 – 23.39

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Sandra Dawson: So how are people going to be motivated? They’re motivated by 1__________ __________ but they’re above all motivated by the possibility for 2__________ and for development. So making sure that you’ve got the motivational package right is the second thing. And then the third thing is the 3___________. If you think about a carpenter, you can have a wonderfully skilled carpenter, he can be highly motivated, but if he doesn’t have very good 4___________ then he won’t do a very good job. So what sort of tools are needed in terms of IT, in terms of manufacturing systems, in terms of management accounting systems? And if you can get the capacity, the motivation and the tools right then you can 5__________ people very very well in an empowered organization.

Business forum_______________________________________________________

Discuss these questions.

1.What responsibilities do employees have towards management?

2.Do you agree with Stafford Taylor’s approach to people making mistakes?

3.Do you have to be a good people manager to be a good manager?

4.Do you think giving people responsibility makes it easier or more difficult to manage them?

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Segment 3 30.38–33.02

1.Which of Virgin’s core competencies does Garry Hamel talk about?

2.What are the three tests of a core competence?

What other areas could Virgin’s and Disney’s core competencies be transferred to?

Talking points

B.33.02 – 33.22

What is brand?

What are the benefits of a strong brand? What is a core competence?

Word for word_______________________________________________________

Match the following clips and complete the interviews.

1. 27.43 –28.43

Dick Brown: We’ve been a company that in the past has 1__________ its size and capabilities because Cable & Wireless has had an 2__________ that matched the local brand name in many markets, not the Cable & Wireless 3________ ________, so we were the most global telecommunications company in the world and the best kept secret. Now thirty-seven different names that comprise the family of companies of Cable & Wireless are all changing their names to Cable & Wireless, so we’re popping up on the screen. The brand is just 4__________. It’s a name. How you behave, what is your character and 5___________, that’s what’s behind the brand, and so service levels, expectations for all our seventy plus thousand employees around the world, we’re doing more and more of this as we give a consistently high 6_________

________ _________ for customers no matter you’re in Singapore or Vanuatu or

Latvia or Jamaica.

2. 29.21 –29.59

Will Whitehorn: Virgin doesn’t think about the business as an individual business, it doesn’t think about a 1_________. If you’re Mars, you have a Mars bar. Virgin is very different to that. We’re a company that has developed a brand that has grown historically into really something that people believe in a 2_______ _______ ______

attached to it. They think of quality and value for money. They think of innovation, fun, 3________, competitiveness. They think about Virgin doing things differently in other words. What I think we can often bring is a slightly more detached view of the business and a bit of 4_________ _________.

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3. 31.16 –32.07

Garry Hamel: How has Virgin managed to go from record stores into the airline business into colas into insurance products? I would argue Virgin has been leveraging a 1__________ really around their understanding of young people, next generation, how you take 2 ‘__________’ businesses and make them ‘unstodgy’. That’s a competence at Virgin. Identifying what your core competencies are is an essentially creative task. There are three 3__________ _________ of whether you’re talking about a core competence or not. The first test is, does it create 4_______ _______? Is it something that is very important in the customer experience? The second test is, is it something that’s difficult to 5_________? Is it something that competitors would have a hard time duplicating? The third test is, is it something that could provide a gateway to new 6__________? Can we imagine ways of exploiting this or other markets? If it meets those three tests, it’s probably a 7________ _________.

Business forum_______________________________________________________

Discuss these questions.

1.How many brand names can you think of in 30 seconds? What do you associate with each brand name?

2.Can you remember what the logos for Cable & Wireless look like?

What about the logos for other companies you have heard about in this video? What are your favourite company logos?

Why are logos important in building brands?

3.Think of a company you know. What are its core competencies? What other businesses areas could they be transferred to?

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KEY VOCABULARY EXERSISES

Unit I. Recruitment

Complete the passage below using the appropriate word or phrases from the box.

When a company need to 1_____________or employ new people, or may decide to advertise the job or 2___________ in the appointments section of a newspaper. People who are interested can then 3__________ the by sending in a 4_________ or 5__________ and a 6___________ containing details of their education and experience. In some cases a company may prefer to do this initial selection after asking candidates to complete a standard 7__________. the company’s human resource department will then select the applicants that is considers the most suitable and prepare 8________ of candidates or 9__________, who are invited to attend an 10__________ . Another way for a company to 11___________ is by using the services of a 12_________ (US=search firm) who will provide them with a list of suitable candidates.

Unit II. Job satisfaction

Find the English equivalents to the words in brackets.

1.Some companies (не довольствуются только тем, чтобы вознаградить сотрудников за работу) with a mere (чеком на получение зарплаты).

2.Instead, they (имеют намерение) on making their lives easier and try (снять груз с плеч своих сотрудников).

3.They provide them with (оплачиваемой домработницей, бесплатными услугами врачей, массажистов, консультациями у специалистов, детские сады на предприятиях) and other (льготами и привилегиями).

4.Some companies also try (заполнить их часы досуга) and offer (бассейны, фитнес-центры, садовые участки) and even (устраивают) company holidays and (быстро перебрасывают сотрудников) to luxury island locations.

5.They also (устанавливают нормы, которым надо следовать) in their private life and give (денежную премию) if (сотрудники ведут здоровый образ жизни).

6.Such (работодатели) think that they can (предъявлять права) for their employees’ lives and (устранить острую проблему) of (соотношения работы и личной жизни).

7.Offering all these (щедрости), they forget to (гарантировать) that people do not work too hard and have more free time.

8.However, an employer that (активно берется за решение проблемы) long-hours culture would do much than all these (льготы) can do.

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Unit III. Setting up a business

Match the types of companies with their definitions.