Добавил:
ivanov666
Опубликованный материал нарушает ваши авторские права? Сообщите нам.
Вуз:
Предмет:
Файл:Functional English for university students (for economists and managers). Учебное пособие
.pdf
51
4.18 Give the Russian for the words
1 high-quality products______________
2 a brand-new product________________
3 market leader____________________________
4 head office____________________________
5 specialize in ________________________
6 to produce/make________________________
7 supply/provide services_________________________
8 distribute________________________________
9 manufacture__________________________________
10 flexible hours_______________________
11 fixed hours______________________________
12 commitment to ________________________________
4.19 For each item (1-5), complete the second sentence so that it has a
similar meaning to the first sentence. Use one word from the chain each time
exports launches manufactures supplies workforce
1 We sell some of our products abroad.
We ____________ of our products.
2 Our company provides products for the energy industry.
Our company _______________the energy industry.
3 Florite makes air conditioners.
Florite..................... air conditioners.
4 We employ over 300 people.
We........................ of over 300.
5 It introduces five new products each year.
It....................... five new products a year.
52
5 Unit 5 Company organization
5.1 Look at the organization structure of Forever Young Ltd
The Managing Director runs the company and is accountable to the Board of
Directors (Fig.6).
PRODUCTION
Mngr.
FINANCE
Mngr.
MARKETING
Mngr.
ADMINISTRATION
Mngr.
Planning
Mngr.
R & D
Mngr.
Accounts
Mngr.
Financial
Controller
Sales
Mngr.
Personnel
Mngr.
Advertising
Mngr.
Public
Relations
Mngr.
Training
Mngr.
Figure 6 – Organization structure of Forever Young Ltd
The Finance Manager repots to the Managing Director.
The Accounts Manager is under Finance Manager.
The most common verbs for describing structure are:
BOARD OF DIRECTORS
MANAGING DIRECTOR
53
consist of contains includes
is composed of is made up of is divided into
e.g. The company consists of five main departments.
The marketing department is made up of three units.
The sales department is divided into two sections.
Other verbs frequently used to describe company organization include:
to be in charge of to be responsible for
to support or to be supported by to assist or to be assisted by
to be accountable to
e.g. The marketing department is in charge of the sales force.
The marketing department is responsible for advertising, sales promotions and
market research.
The five department heads are accountable to the Managing Director.
5.2 Tell to whom the following people report
Sales Mngr.
Marketing Mngr.
PR Officer
R & D Mngr.
(Public Relations Officer)
(Research and Development)
Advertising Mngr.
Financial Controller
Training Mngr.
Personnel Mngr.
Planning Mngr.
Administration Mngr.
5.3 Match the jobs and departments with their Russian equivalents
1 Board of Directors
a отдел маркетинга
2 Chairman
b директор-распорядитель
3 Managing Director
c коммерческий директор
4 PR (Public Relations) Officer
d бухгалтерия
5 Chief Accountant
e плановый отдел
6 Sales Mngr.
f председатель
54
7 Sales Department
g сотрудник по связям с
общественностью
8 Finance Dpt.
h главный бухгалтер
9 Accounts/ Accounting Dpt.
i отдел сбыта, коммерческий отдел
10 Advertising Dpt.
j совет директоров
11 Training Dpt.
k отдел исследований и развития
12 Planning Dpt.
l финансовый отдел
13 Marketing Dpt.
m отдел рекламы
14 R&D / Research &
Development Dpt.
n отдел обучения и подготовки
кадров
15 Administration Dpt.
o отдел снабжения
16 Distribution Dpt.
p производственный отдел
17 Packaging Dpt.
q отдел кадров
18 Production Dpt.
r отдел упаковки товара
19 Purchasing Dpt.
s отдел административного
управления
20 Personnel Dpt.
t отдел распространения продукции
5.4 Read the list of new appointments at Forever Young Ltd and do the
exercise below
Name
Position
Responsibilities
Ms Falco
Marketing Mngr.
market research, sales promotion
Mr Norman
R & D Mngr.
new product development
Mr White
Assistant Personnel Mngr.
recruitment, training
Mr Snow
Far Eastern Sale Representative
sales in Japan
Ms Low
Assistant Sales Mngr.
sales in EC
Discuss the new appointments like this:
Who looks after market research and sales promotion?
55
take care of
is responsible for
is in charge of
Ms Falco. She is the Marketing Manager.
5.5 Give the English for
исследование рынка ____________________________
разработка продукции _____________________________
продвижение товара на рынке _____________________
руководить _________________________________
возглавлять __________________________________
отвечать за что-либо ____________________________
отчитываться перед кем-либо _____________________
подчиняться кому-либо _______________________
5.6 What are these people responsible for?
Chief Accountant
recruitment
Personnel Mngr.
new product development
Production Mngr.
finance
R & D Mngr.
publicity
Marketing Mngr.
product launch
PR Officer
market research
5.7 Answer the questions
1 Who runs the company?
2 Which department is responsible for advertising campaigns?
3 Who takes care of the company’s finance?
4 Which department manufactures the products?
5 Who looks after new product development?
56
6 Which department sells the products?
7 Which department sends the products to the customers?
8 Who is in charge of recruitment?
9 Who is the Managing Director accountable to?
10 Which department packs the products?
5.8 Present Indefinite or Present Continuous? Open the brackets
1 What company (to be) ____________you with? I (to work) ____________
at Orange Computers.
2 Can I see the Personnel Manager? I’m afraid you can’t. He (to have)
____________ lunch now.
3 At the moment Forever Young Ltd. (to launch) _____________________ a
new product.
4 Every year our company (to put) ____________ a brand-new washing
machine on the market.
5 Hurry up, please. The taxi (to wait) __________________________
outside.
6 Nestle (to produce) ____________ chocolate and food products.
7 This week Mr. Green (to work) ___________________________ in our
London Office.
8 Mr. Brown (to have) ______________________ a meeting. Could you call
a little late, please?
5.9 Fill in the gaps with the right preposition
1 Jim Filby looks ____________ UK sales promotion. He is accountable
____________ the M.D.
2 The Marketing Manager is responsible ____________ market research and
reports ____________ the M.D.
3 The Assistant Personnel Manager takes care ____________ recruitment
57
and training and is ____________ the Personnel Manager.
4 Mr. Norman is ____________ charge ____________ new product
development.
5 Out company specializes ____________ high-quality clothes.
6 What company do you work ____________?
5.10 Translate into English
1 Я работаю в рекламном отделе и отвечаю за продвижение товара на
рынке. ______________________________________
2 Начальник отдела планирования подчиняется начальнику
производственного отдела. _______________________________
3 Мистер Брайт руководит отделом снабжения. ______________
4 Кто занимается исследованием рынка? _____________________
5 Начальник отдела кадров подчиняется генеральному директору.
_____________________________________________
6 Эта фирма выпускает персональные компьютеры. ___________
7 Кто отвечает за связи с общественностью? _________________
8 Отдел исследований и развития отвечает за разработку новой
продукции__________________
9 Набором персонала занимается отдела кадров_______________
10 Коммерческий директор руководит отделом сбыта. ________
11 Главный бухгалтер отчитывается перед начальником финансового
отдела. ____________________________________
12 Какой отдел выпускает новые модели? ____________________
5.11 Translate, write transcription of these words and learn them by heart
1 to produce;
2 to distribute;
3 to specialize in;
58
4 high-quality products;
5 to become market leader;
6 to manufacture;
7 a subsidiary;
8 a branch;
9 to launch a product;
10 to put on the market;
11 board of directors;
12 Chairman;
13 Managing director;
14 Public Relations officer;
15 Chief Accountant;
16 Sales Manager;
17 Personnel Department;
18 Research and Development Department;
19 Marketing Department;
20 Advertising Department;
21 Planning Manager;
22 Finance Department;
23 Training Department;
24 Purchasing Department;
25 Packaging Department;
26 to invest money in research;
27 to develop;
28 market research;
29 product development;
30 sales promotion;
31 to be accountable to smb.;
32 to be in charge of smth.;
33 recruitment;
59
34 to report to somebody.
5.12 Read and translate this text
Company structure
Most organizations have a hierarchical or pyramidal structure, with one person
or a group of people at the top, and an increasing number of people below them at
each successive level. There is a clear line or chain of command running down the
pyramid. All the people in the organization know what decisions they are able to
make, who their superior (or boss) is (to whom they report), and who their immediate
subordinates are (to whom they can give instructions).
Some people in an organization have colleagues who help them: for example,
there might be an Assistant to the Marketing Manager. This is known as a staff
position: its holder has no line authority, and is not integrated into the chain of
command, unlike, for example, the Assistant Marketing Manager, who is number two
in the marketing department.
Yet the activities of most companies are too complicated to be organized in a
single hierarchy. Shortly before the first world war, the French industrialist Henry
Fayol organized his coal-mining business according to the functions that it had to.
carry out. He is generally credited with inventing functional organization. Today,
most large manufacturing organizations have a functional structure, including (among
others) production, finance, marketing, sales, and personnel or staff departments. This
means, for example, that the production and marketing departments cannot take
financial decisions without consulting the finance department.
Functional organization is efficient, but there are two standard criticisms.
Firstly, people are usually more concerned with the success of their department than
that of the company, so there are permanent battles between, for example, finance
and marketing, or marketing and production, which have incompatible goals.
Secondly, separating functions is unlikely to encourage innovation.
Yet for a large organization manufacturing a range of products, having a single
production department is generally inefficient. Consequently, most large companies
60
are decentralized, following the model of Alfred Sloan, who divided General Motors
into separate operating divisions in 1920. Each division had its own engineering,
production and sales departments, made a different category of car (but with some
overlap, to encourage internal competition), and was expected to make a profit.
Businesses that cannot be divided into autonomous divisions with their own
markets can simulate decentralization, setting up divisions that deal with each other
using internally determined transfer prices. Many banks, for example, have
established commercial, corporate, private banking, international and investment
divisions.
An inherent problem of hierarchies is that people at lower levels are unable to
make important decisions, but have to pass on responsibility to their boss. One
solution to this is matrix management, in which people report to more than one
superior. For example, a product manager with an idea might be able to deal directly
with managers responsible for a certain market segment and for a geographical
region, as well as the managers responsible for the traditional functions of finance,
sales and production. This is one way of keeping authority at lower levels, but it is
not necessarily a very efficient one. Thomas Peters and Robert Waterman, in their
well-known book In Search of Excellence, insist on the necessity of pushing authority
and autonomy down the line, but they argue that one element - probably the product must have priority; four-dimensional matrices are far too complex.
A further possibility is to have wholly autonomous, temporary groups or teams
that are responsible for an entire project, and are split up as soon as it is successfully
completed. Teams are often not very good for decision-making, and they run the risk
of relational problems, unless they are small and have a lot of self-discipline. In fact,
they still require a definite leader, on whom their success probably depends.
5.13 Look at the list below. It shows pages from a company’s website on
the internet
For sentences 1-5 decide which page the most suitable for each person is
below to select. For each question, mark the correct letter. Do not use any letter
Соседние файлы в предмете [НЕСОРТИРОВАННОЕ]