English guide for economists and managers (руководство на английском языке для экономистов и менеджеров). Учебное пособие

Level:

–the true level, and is a curve or surface in which all points are equally distant from the center of the earth;

–(figuratively) a certain position, rank, standard, degree, quality, character, etc.

Skill:

–the learned ability to carry out a task with pre-determined results often within a given amount of time, energy, or both.

Leadership:

–a process of social influence in which one person can enlist the aid and

support of others in the accomplishment of a common task;

–a critical management skill, the ability to motivate a group of people toward a common goal.

Leader:

–somebody whom people follow, who guides or directs others.

Words and Expressions to be studied:

While reading the Text of this Unit, you’ll find these words and expressions. They will be given as italicized ones. You may also consult any English-Russian dictionary.

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Vocabulary

Task 1. While scanning the text «Managers» find the following English phrases in it and a) give their Russian equivalents (consult the dictionary if it is necessary); b) find words among them connecting with the description of a manager’s features or duties and read them aloud; c) say what level manager you would like to become and why.

In a hierarchy of importance and authority, responsibilities and job titles, mobilization of outside resources, to guide and supervise employees, implementing reward systems, several essential skills, to mobilize employee’s support, be successful in influencing and motivating subordinates.

Task 2. Define what parts of speech the following words are.

Responsible, foreman, strategic, higher, support, guidance, effectively, behaviour, guide.

Task 3. Find synonyms to the following words and translate them. Time for doing this task is limited – 7 minutes. Mind the time.

Manager, goal, responsibility, skill, significant, provide, level, guidance.

Task 4. Complete each sentence, using the words given. One word may be used once. Translate these words and define what part of speech they are.

Significant, leadership, general, hierarchy, possess, level, develop.

1.The levels of managers are classified in a … of importance and authority, and are also arranged by the different types of management tasks.

2.In addition, top-level managers play a … role in the mobilization of outside resources.

3.Middle … managers typically consist of … Managers, Branch Managers, Department Managers, etc.

4.In order to be effective, a manager must … and continuously … several essential skills.

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5. Without effective … , it is difficult for any enterprise to function effectively.

Reading

Task 1. Discuss these questions in pairs.

a)What qualities should a person have to become a good manager?

b)What are managers responsible for?

c)Have you ever read or watched news about any successful managers? What are they?

Managers

Duties of a manager at different levels of management. In organizations, there are generally three different levels of managers: toplevel managers, first-level managers and middle-level managers. These levels of managers are classified in a hierarchy of importance and authority, and are also arranged by the different types of management tasks that each role does. In many organizations, the number of managers in every level resembles a pyramid, in which the first-level has many more managers than middle-level and top-level managers, respectively. Each management level is explained below in specifications of their different responsibilities and job titles.

Top-Level Managers. Typically consist of Board of Directors, President, Vice President, Chief Executive Officers, etc. These individuals are mainly responsible for controlling and overseeing all the departments in the organization. They develop goals, strategic plans, and policies for the company, as well as make many decisions on the direction of the business. In addition, top-level managers play a significant role in the mobilization of outside resources and are for the most part responsible for the shareholders and general public.

First-Level Managers. Typically consist of Supervisors, Section Officers, Foreman, etc. These individuals focus more on the controlling and direction of management functions. For instance, they assign tasks and jobs to employees, guide and supervise employees on day-to-day activities, look after the quantity and quality of the production of the company, make recommendations, suggestions, and communicate employee

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problems to the higher level above, etc. In this level, managers are the «image builders» of the company considering they are the only ones who have direct contact with employees. They can deal with the problems of basic supervision, motivation, career planning, and performance feedback.

Middle-Level Managers. Middle level managers typically consist of General Managers, Branch Managers, Department Managers, etc. These individuals are mainly responsible to the top management for the functioning of their department. They devote more time to organizational and directional functions. Their roles can be emphasized as executing plans of the organization in conformance with the company’s policies and the objectives of the top management, they define and discuss information and policies from top management to lower management, and most importantly they inspire and provide guidance to lower level managers towards better performance. They are responsible for designing and implementing effective group and inter-group work and information systems; defining and monitoring group-level performance indicators; diagnosing and resolving problems within and among work groups; designing and implementing reward systems that support cooperative behavior.

Management skills. In order to be effective, a manager must possess and continuously develop several essential skills. A successful practice of management depends upon such skills. Different writers suggest different types of skills required of managers. Regardless of organizational level, all managers must have five critical skills: technical skill, interpersonal skill, conceptual skill, diagnostic skill, and political skill.

Leadership. Leadership is the process involving two or more people in which one attempts to influence the others behavior towards the accomplishment of some goals. A leader is one who guides and directs other people and acts as an example for other employees to follow. The leader gives commands and directions to subordinates, makes decisions, and mobilizes employee’s support. Without effective leadership, it is difficult for any enterprise to function effectively. A manager will be a leader only if he is successful in influencing and motivating his subordinates to work enthusiastically to accomplish the stated goals. Managers must be leaders at all levels of the organization.

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Task 2. Translate the following Russian phrases into English. Time for doing this task is limited – 5 minutes. Mind the time.

Внешние ресурсы, акционеры и широкая общественность, руководство и надзор за сотрудниками, по пути к лучшей производительности, внедрение систем вознаграждения, межличностные навыки, мобилизировать поддержку сотрудников, достигать поставленных целей.

Task 3. Make sentences, using the following words.

1.There are / first-level managers / different / levels / and / of / managers: / three / top-level managers, / generally / middle-level / managers.

2.Below / in / each / level / is explained / of / their / different / responsibilities / management / and / job / specifications / titles.

3.Controlling / more / the / supervisors / and / foremen / and / direction / of / management / focus / functions / on.

4.Who / a leader / other / people / is / one / guides and directs / and / to follow / as an example / for / other / acts / employees.

5.Gives / and / directions / the / commands / leader / makes / to / subordinates / decisions / and / etc.

Task 4. Define whether these statements are true or false:

1.Top-level managers play a significant role in the mobilization of outside resources.

2.First-level managers can deal with the problems of basic supervision, motivation, career planning, and performance feedback.

3.Middle-level managers are responsible for defining and monitoring group-level performance indicators; diagnosing and resolving problems within and among work groups.

4.A successful practice of management doesn’t depend upon such skills.

5.A manager will be a leader only if he is successful in influencing and motivating his subordinates to work with indifference to accomplish the stated goals.

6.Each management level has its specifications of different responsibilities and job titles.

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Language review

Task 1. Fill in the blanks in the sentences with proper prepositions. Define Grammar Tense and the Voice of the underlined predicate in each sentence.

1.These levels … managers are classified in a hierarchy of importance and authority, and are also arranged … the different types of management tasks.

2.They develop goals, strategic plans, and policies … the company, as well as make many decisions … the direction of the business.

3.They can deal … the problems of basic supervision, motivation, career planning, and performance feedback.

4.Their roles can be emphasized as executing plans of the organization

… conformance … the company’s policies and the objectives of the top management.

5.A manager will be a leader only if he is successful … influencing and motivating his subordinates … work enthusiastically to accomplish the stated goals.

Task 2. Read the following sentences and a) choose the correct form of the participle.

1.These levels of managers are classified in a hierarchy of importance and authority, and are also (arranged / arranging) by the different types of management tasks that each role does.

2.In this level, managers are the «image builders» of the company (considering / considered) they are the only ones who have direct contact with employees.

3.Their roles can be (emphasizing / emphasized) as executing plans of the organization in conformance with the company’s policies and the objectives of the top management.

4.Different writers suggest different types of skills (requiring / required) of managers.

5.Leadership is the process (involving / involved) two or more people in which one attempts to influence the others behavior towards the accomplishment of some goals.

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Task 3. Make up 4 questions of different types on the Text and ask your partner to answer them. Mind the grammar and choose an auxiliary verb according to the Tense in each question. Change your roles.

Writing

Read and translate the quotes about managers and leadership below. Choose one and comment on it. Write at least 10 sentences.

«Remember the difference between a boss and a leader; a boss says «Go!» – a leader says «Let’s go!»’ (by E.M. Kelly)

«A good manager is a man who isn’t worried about his own career but rather the careers of those who work for him.» (by H. S. M. Burns)

«Management is doing things right; leadership is doing the right things.» (by Peter F. Drucker)

UNIT X

MARKETING

Starting up

Before studying the material of Unit X, read and memorize some basic and important definitions of the terms.

Market:

– public place (an open space or a building) where people meet to buy and sell goods; any arena, physical or virtual, in which buyers and sellers make transactions;

–the world of commercial activity where goods and services are bought and sold;

–demand.

Marketing:

–a job that involves encouraging people to buy a product or service;

–the business activity that involves finding out what customers want, using that information to design products and services, and selling them

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effectively;

–the work of advertising and offering goods or services for sale.

Promotion:

–activities to advertise something;

–the act of encouraging something to happen or develop;

–the act of raising someone to a higher or more important position or rank.

Sales/marketing manager:

–a person who sells a company’s products.

Market research:

–collecting and studying information about what people want and need.

Market share:

–the % of a market that a company has, например a 20% market share.

Market leader:

– the company or product with the biggest market share.

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While reading the Text of this Unit, you’ll find these words and expressions. They will be given as italicized ones. You may also consult any English-Russian dictionary.

Vocabulary

Task 1. While reading the text «What is Marketing?» find the following English phrases in it and a) read them aloud; b) give their Russian equivalents (consult the dictionary if it is necessary); c) say what the term «4 P’s» in the classification of the market elements means.

Promoting the goods or services, truly successful marketing, customers’ requirements or buying habits, in order to influence the target market, to satisfy changes in consumer needs, as the medium of exchange, reach an agreement with a buyer.

Task 2. Make nouns from the following verbs.

Define, develop, advertise, distribute, exchange, exist, consider, promote, offer, agree.

Task 3. Find synonyms among the following words. Give translation of them. Time for doing this task is limited – 5 minutes. Mind the time.

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To involve, promotion, due to, characteristic, advantage, to exchange, goods, feature, chance, because of, consumer, to engage, product, development, buyer, to share, benefit, opportunity.

Task 4. Complete each sentence, using the words given. One word may be used once. Translate these words and define what part of speech they are.

according to, needs, money, product, begins, to influence, ends, brand name, exchange

1.… this definition, marketing … and … with the customer.

2.Aspects to be considered in marketing a ... include its quality, its features, style, … , size, packaging, services and guarantee.

3.Normally we think of … as the medium of exchange.

4.Unless you reach an agreement with a buyer and actually sell the car, an … will not take place.

5.Marketing can also involve the attempt … or change consumers … and wants.

Reading

Task 1. Discuss these questions in pairs.

a)Do you often try new products or do you usually keep to one brand? Why or why not?

b)What makes a product successful?

c)How often do you buy things on the Internet? What are advantages and disadvantages of e-commerce?

What is Marketing?

A market can be defined as all the potential customers sharing a particular need or want. Marketing is the process of developing, pricing, distributing and promoting the goods or services that satisfy such needs. Marketing therefore combines market research, new product development, distribution, advertising, promotion, product improvement, and so on. According to this definition, marketing begins and ends with the cus-

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