Деловое администрирование (на английском языке)

Customers have expectations, and when these are met, there is customer satisfaction. When they are exceeded, there may be delight, but this depends on the degree of involvement in the purchase. There is a scale between the chore of the weekly shop at the supermarket and the purchase of something expensive such as a car that, for many people, only takes place once every few years. The scope for delight and, conversely, dissatisfaction is greater in the latter situation.

The telephone can be used to sell some services, such as banking or insurance, entirely replacing face-to-face contact. The customer helpline can be a channel of communication to complement face-to- face contact. Or it can be used before or after buying goods as a source of information or channel of complaint.

The figures are familiar: 95 per cent of dissatisfied customers don't complain, but just change suppliers. As the article in the main course unit relates, customers receiving good service create new business by telling up to 12 other people. Those treated badly will tell up to 20 people. Eighty per cent of those who feel their complaints are handled fairly will stay loyal, and customer allegiance will be built. Customer retention is key: studies show that getting repeat business is five times cheaper than finding new customers. Customer defection must, of course, be reduced as much as possible, but a company can learn a lot from the ones who do leave through lost customer analysis: getting customers to give the reasons why they have defected, and changing the way it does things. Service providers, such as mobile phone or cable TV companies, have to deal with churn, the number of customers who go to another provider or stop using the service altogether each year.

In many services, satisfaction is hard to achieve because the customer interaction is difficult to control, which is why service organisations like airlines, banks and legal firms create high levels of dissatisfaction. If a product or service breaks down, fixing the problem may build customer loyalty, but it will also eat into the profit margin.

Customers must be satisfied or delighted, but at a profit. If salespeople or callcentre staff or hotel receptionists are over-zealous, there may be lots of satisfied customers, but the business may be operating at a loss.

Kotler says that it is not companies that compete, but marketing networks comprising a number of companies. For example, a PC is assembled from components made by several manufacturers, sold through a call centre which may be a subcontractor, delivered by a transport company and perhaps serviced by yet another organisation as part of the manufacturer's product support. It is the customer's total experience that counts. Making the computer is just one part of this. The logistics of selling and organising the services needed by each customer becomes key.

1. How does Philip Kotler define customer service? What activities does he mention?

2.What exactly is customer delight and what’s the difference between customer delight and customer satisfaction?

3.What services can be sold over the phone?

4.Can you describe the over zealous services?

5.Why logistics is important in selling and organizing services?

6.Translate the words in bold in Russian.

Match the words (a-g) with the definitions (1-7).

a contract c guarantee e refund g satisfaction b faulty d loyalty f repeat

1.a written promise by a company to repair or replace a product free of charge, within a specific period of time

2.a feeling of happiness or pleasure with what you've got

3.money given back to somebody because they are not satisfied with the goods or services they have paid for

4.the quality of maintaining support for something

5.not working properly

6.a formal written agreement between two or more groups which says

what each must do 7. happening again

ETHICS

A CODE OF ETHICS

A code of ethics is a set of guidelines which are designed to set out acceptable behaviors for members of a particular group, association, or profession. Many organizations govern themselves with a code of ethics, especially when they handle sensitive issues like investments, health care, or interactions with other cultures. In addition to setting a professional standard, a code of ethics can also increase confidence in an organization by showing outsiders that members of the organization are committed to following basic ethical guidelines in the course of

doing their work.

The format of a code of ethics can vary widely. Unlike more straightforward employee guidelines and codes, a code of ethics usually starts with a section that sets out the purpose, aspirations, and goals of the parent organization. For example, the 2002 code of ethics for the American Psychological Association

(APA) begins: “Psychologists are committed to increasing scientific and professional knowledge of behavior and people's understanding of themselves and others and to the use of such knowledge to improve the condition of individuals, organizations, and society.”

Following a general introduction to the function and goals of an organization is a section dedicated to setting out specific behavior standards for members. This section usually covers potential ethical issues such as confidentiality, partisanship, or misuse of information. In addition to addressing theoretical ethical minefields, a code of ethics often contains a section which outlines the procedures for handling grievances, both outside and inside the organization.

A well written code of ethics will be easy to follow and very clear, with sections that people can point to in order to illustrate specific issues. In the sense of organizations like the APA, members agree to support the code of ethics both because it is good practice and because it promotes their organization. A code of ethics also stands behind most scientific experimentation, ensuring that the results are valid and that the testing was carried out in an ethical way.

In the business world, some companies like to use a code of ethics to ensure that their employees act in a responsible manner. A business with a code of ethics may also be viewed more favorably by members of the public, which means that a code of ethics is a sound business decision. Adherence to a code of ethics may also be required for continued employment; an employee manual may include a clearly outlined code of ethics, for example, with a note that failure to follow the code is grounds for termination.

Many people also live by a personal code of ethics. Although your code of ethics may not be clearly written out, you may have some strong personal beliefs about various issues which help to guide your choices in life. Some people believe that having a strong personal ethical code and abiding by it is a very important tool for maintaining self integrity.

Answer the questions.

1.What is a code of ethics?

2.In what spheres can it be vitally important?

3.What is the extra benefit from it?

4.What is the usual format of a code of ethics?

5.Why do most companies and organisations prefer to have a code of

ethics?

Прочитайте текст о деловой этике и обсудите следующие утверждения:

BUSINESS ETHICS

Some people argue that the objective of business, and consequently the role of managers, is to make as much money as possible for companies’ owners, the stockholders or shareholders. Other people argue that companies have to be careful never to cheat customers, but for purely business reasons, rather than ethical ones: disappointed customers will not buy any more of your products in future. Still other people insist that companies have social and ethical responsibilities to their customers, their staff, their business partners, their local community, society in general, and the natural environment, that are as important as, or more important than, their responsibility to provide a fi nancial return to their shareholders.

A business must conform to the basic rules of society. In your opinion, do the following activities, several of which are not illegal, conform to the basic rules of society, or not?

1.Bribing corrupt foreign offi cials in order to win foreign orders, on the grounds that where bribery is a way of life, you have no alternative if you want to win a contract.

2.Industrial espionage – spying on competitors’ R&D departments with concealed cameras and microphones, bribing their employees, etc. – rather than doing your own expensive research and development.

3.Selling supposedly durable goods with ‘built-in obsolescence’, i.e. which you know will not last more than a few years.

4.Spending money on lobbying, i.e. trying to persuade politicians to pass laws favourable to your particular industry.

5.Telling only half the truth in advertisements, or exaggerating a great deal, or keeping quiet about the bad aspects of a product.

6.Undertaking ‘profit smoothing’, i.e. using all the techniques of ‘creative accounting’ to hide big variations in profi t fi gures from year to year, and threatening to replace the auditors if they object.

7.‘Whistle blowing’, i.e. revealing confi dential information to the police or to a newspaper, e.g. that a company is breaking health and safety regulations

and therefore putting people’s lives in danger, or illegally selling arms to foreign dictators

Test 3 (Past Simple)

1.Make the past simple, positive, negative or question:

1.I _________________ (work) in a bank for ten years.

2.Where _________________ (you / live) when you were young?

3.She _________________ (not / study) French at university.

4.He _________________ (travel) through the Middle East last year.

5._________________ (they / visit) the Louvre in Paris?

6.She _________________ (not / watch) TV yesterday.

7.We _________________ (buy) a new car last weekend.

8.Where _________________ (you / teach) before you came here?

9.He _________________ (not / think) that he was right.

10.I _________________ (cook) steak last night.

11._________________ (Lucy / read) ‘War and Peace’ at school?

12.She _________________ (not / write) to her grandmother.

13.We _________________ (have) a computer when I was a child.

14.Where _________________ (you / go) on holiday?

15.I _________________ (love) ice cream when I was a child.

16.They _________________ (not / meet) yesterday.

17._________________ (she / swim) in the sea in Greece?

18.We _________________ (not / play) tennis yesterday because it was raining.

19.He _________________ (try) to lift the box but he couldn’t.

20.What _________________ (you / eat) for lunch?

2. Choose the correct option for the simple past questions.

3.Put the verbs in Past Simple form:

1.Yesterday I ….. to the cinema.(go)

2.My sister ….. a birthday cake last week. (bake)

3.Peter ….. his bicycle to work yesterday. (ride)

4.Susan and Michael …. to Salzburg two days ago. (drive)

5.Jane ….. her mother to the theatre last Saturday. (take)

6.A friend ….. his leg while paragliding. (break

7.Last week Mary ….. a cold. (have)

8.My son ….. a lot of homework last night. (do)

9.Rainer ….. a lot of Guinness in the pub last night. (drink)

10.Manfred ….. new glasses last month. (buy)

4.Do the following:

Put the affirmative sentences in the correct order.

Transform the affirmative sentences into negative and interrogative.

Translate the affirmative sentences.

(+)= affirmative (- )= negative (?)= interrogative (t)= translation example:

1.Bought / a new car / Mary / yesterday afternoon

(+) Mary bought a new car yesterday afternoon.

(-) Mary did not buy a new car yesterday afternoon.

(?) Did Mary buy a new car yesterday afternoon? (t) Мэри купила новую машину вчера днем.

2.To New York / last year / travelled / we

3.Last night / the dog / bones / ate

4.Searched / the books / everywhere / Joshua and Rose

5.Beautiful letters / my boyfriend / the other day / wrote

6.In 1969 / walked / Neil Armstrong / on the moon

7.My daughter / the flowers / in the park / smelt / yesterday

8.Cleaned / I / last week / the house

9.Last night / enjoyed / she / the party

10.All the answers of the test / Mark / knew

TEST PRESENT SIMPLE VS PRESENT CONTINUOUS

1.He _____ his English at the moment. a) studies

b) is studying c) does study

2.Tom _____ video games now. He usually does his homework in the afternoon. a) does play

b) don't often play c) isn't playing

3._____ English? I can only speak English.

a)Are you speaking

b)Do you speak

c)Are you speak

4.They rarely _____ in the evening. a) are going out

b) go out c) goes out

5._____ golf on Saturdays?

a)Do you play

b)Are you playing

c)Does you play

6.Tom ______ the first Monday of each month off work. a) always is taking

b) always takes c) always take

7.______ yourself at the moment?

a)Do you enjoy

b)Does you enjoy

c)Are you enjoying

8.Peter _____ what to do! a) isn't knowing

b) doesn't know c) know

9.You ...... into things and breaking them. How can anyone be so clumsy? a) always bumps

b) always bump

c) are always bumping d) always bumping

10.Sandra: "What ...... about?" Ann: "My summer holidays!

a)does he think

b)you thinking

c)do you think

d)are you thinking