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Файл:Английский язык для менеджеров. Учебное пособие
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UNIT 5. TYPES OF BUSINESS ENTITIES & BUSINESS ETHICS
statement, vision statement, a newly emerging approach,
a visual strategic plan, outcomes theory, a visual outcomes
model, high-level outcomes, a descriptive picture, an organization’s vision, the organization’s culture, internal assessment, external assessment, businesses stakeholders.
Exerci se 4. Insert prepositions or adverbs where necessary:
1. Strategic planning is an organization’s process _____
defining its strategy, or direction, and making decisions
_____ allocating its resources to pursue this strategy.
2. _____ order to determine the future direction _____
the organization, it is necessary to understand its current position and the possible avenues _____ which it can pursue particular courses _____ action.
3. _____, strategic planning deals _____ at least one
_____ three key questions.
4. Many people mistake the vision statement _____ the
mission statement, and sometimes one is _____ used as a
longer term version _____ the other.
5. _____ they are distinct; with the vision being a descriptive picture ___ __ a desired future state; and the mission
being a statement _____ a rationale, applicable now as well
as _____ the future.
6. _____ an organization’s vision and mission to be effective, they must become assimilated _____ the organization’s
culture.
7. The internal assessment should focus _____ how members inside the organization interpret their mission statement.
8. These discrepancies _____ these two assessments can
provide insight _____ their effectiveness.
Exercise 5. Fill the gaps with correct notions:
1. _____ is to use a visual strategic
plan such as is used within planning
approaches based on outcomes theory.
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a. strategic
planning
UNIT 5. TYPES OF BUSINESS ENTITIES & BUSINESS ETHICS
2. The vision and mission are then just
the top layers of the _____.
3. Many people mistake _____ for the
mission statement, and sometimes one
is simply used as a longer term version
b. mission
statement
c. a newly
emerging
approach
of the other.
4. _____ is an organization’s process
d. visual model
of defining its strategy, or direction,
and making decisions on allocating its
resources to pursue this strategy.
5. Organizations sometimes summarize
goals and objectives into a _____ and/or
e. vision
statement
a vision statement.
Exercise 6. Match the nouns to the sentences below:
assess-
ments
mission vision
ap-
proach
orga-
niza-
tion
state-
ment
1. In order to determine the future direction of the
_____, it is necessary to understand its current position and
the possible avenues through which it can pursue particular
courses of action.
2. When using this _____, the first step is to build
a visual outcomes model of the high-level outcomes being
sought and all of the steps which it is believed are needed
to get to them.
3. However they are distinct; with the vision being a descriptive picture of a desired future state; and the mission
being a _____ of a rationale, applicable now as well as in the
future.
4. The _____ is therefore the means of successfully
achieving the vision. This may be in the business world or the
military.
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UNIT 5. TYPES OF BUSINESS ENTITIES & BUSINESS ETHICS
5. For an organization’s _____ and mission to be effective, they must become assimilated into the organization’s
culture.
6. These discrepancies between these two _____ can provide insight into their effectiveness.
Exerci se 7. Complete the following sentences.
1. Strategic planning is…
2. In order to determine the future direction of the organization, it is necessary to…
3. Generally, strategic planning deals with…
4. Organizations sometimes summarize…
5. A newly emerging approach is to…
6. When using the approach, the first step is to…
7. For an organization’s vision and mission to be effective, they must become…
8. The internal assessment should focus on…
9. The external assessment — which includes all of the
businesses stakeholders — is…
10. These discrepancies between these two assessments
can…
Exercise 8. Translate the following sentences from English
into Russian.
1. In order to determine the future direction of the organization, it is necessary to understand its current position and
the possible avenues through which it can pursue particular
courses of action.
2. When using this approach, the first step is to build
a visual outcomes model of the high-level outcomes being
sought and all of the steps which it is believed are needed
to get to them.
3. Many people mistake the vision statement for the mission statement, and sometimes one is simply used as a longer
term version of the other.
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UNIT 5. TYPES OF BUSINESS ENTITIES & BUSINESS ETHICS
4. However they are distinct; with the vision being a descriptive picture of a desired future state; and the mission being a statement of a rationale, applicable now as well as in the
future.
5. For an organization’s vision and mission to be effective,
they must become assimilated into the organization’s culture.
6. These discrepancies between these two assessments
can provide insight into their effectiveness.
Exercise 9. Explain in English the meaning of the following words and word combinations:
1. Strategic planning
2. Organization’s culture
3. Mission
4. Organizational vision
5. Business stakeholders
6. Mission statement
7. Vision statement
8. External assessment
9. Internal assessment
10.Vision
Exercise 10. Discuss in pairs the following sentences:
1. Strategic planning is an organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy.
2. Generally, strategic planning deals with at least one
of three key questions.
3. Organizations sometimes summarize goals and objectives into a mission statement and/or a vision statement.
4. A newly emerging approach is to use a visual strategic
plan such as is used within planning approaches based on outcomes theory.
5. The vision and mission are then just the top layers
of the visual model.
6. Many people mistake the vision statement for the mission statement, and sometimes one is simply used as a longer
term version of the other.
7. For an organization’s vision and mission to be effective, they must become assimilated into the organization’s culture. They should also be assessed internally and externally.
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UNIT 5. TYPES OF BUSINESS ENTITIES & BUSINESS ETHICS
8. The internal assessment should focus on how members
inside the organization interpret their mission statement.
9. The external assessment — which includes all of the
businesses stakeholders — is valuable since it offers a different perspective.
Exercise 11. Read and translate the text B into Russian
ora lly.
BUSINESS ENGLISH
BUSINESS CORRESPONDENCE
УВЕДОМЛЕНИЯ ОБОТМЕНЕ МЕРОПРИЯТИЯ
Начните с перечисления основных деталей того,
что подлежит отмене, и объясните причину — вежливо,
но твердо. Вдаваться в мелкие подробности необходимости
нет, поскольку вы не хотите, чтобы ваши партнеры по бизнесу подумали, что ваша компания испытывает финансовые или какие-либо другие трудности. Дайте лишь общее
объяснение отмены, а все остальное предоставьте воображению читателя.
Не забудьте извиниться, а в конце сообщите, что возвращаете документацию и деньги.
Письмо-образец:
Dear Mrs Whitewell,
We regret to inform you that the Safety Locker 2000
conference at Stamford Arena on 12 May has been cancelled.
Although many firms have expressed interest in this
conference, we have not, unfortunately, received a sufficient number of confirmed deposits to enable us to continue
planning this event.
We are very much hoping to reschedule the conference
for later in the year and will certainly keep you posted about
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UNIT 5. TYPES OF BUSINESS ENTITIES & BUSINESS ETHICS
any developments on this score. In the meantime, we wish
you a happy Easter and are returning your documentation
and deposit under separate cover.
Yours sincerely,
Exercise 12. Make your own business letter paying attention to the pattern above. Try to use the following word
combinations:
Вступительное обращение:
Dear Sir(s) — Уважаемый господин (Уважаемые господа)
Dear Madam — Уважаемая госпожа
Dear Mr. Smith — Уважаемый мистер Смит
Dear Mrs. Brown — Уважаемая мисс Браун
Dear Miss White — Уважаемая Миссис Уайт
Заключительные формулы:
Your s fa it hfu lly
Faithfully yours С уважением (искренне Ваш)
Your s tr uly
Текст письма:
We regret to inform you that “The International Agritourism
Conference” in Dordogne on 12 May has been cancelled.
We are very much hoping…
We have not received…
Exercise 13. Read and translate the text.
TEXT B
PROMOTION
Promotion is one of the market mix elements or features, and a term used frequently in marketing. There
is specification of five promotional mix or promotional
plan. These elements are personal selling, advertising, sales
promotion, direct marketing, and publicity. A promotional
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UNIT 5. TYPES OF BUSINESS ENTITIES & BUSINESS ETHICS
mix specifies how much attention to pay to each of the five
subcategories, and how much money to budget for each.
A promotional plan can have a wide range of objectives,
including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations,
or creation of a corporate image. Fundamentally, however
there are three basic objectives of promotion. These are:
1) To present information to consumers as well
as others;
2) To increase demand;
3) To differentiate a product.
There are different ways to promote a product in different areas of media. Promoters use internet advertisement,
special events, and newspapers to advertise their product.
Many times with the purchase of a product there is an incentive like discounts, free items, or a contest. This is to
increase the sales of a given product.
The term “promotion” is usually an “in” expression
used internally by the marketing company, but not normally to the public or the market — phrases like “special offer”
are more common.
Promotional activities are to push a brand enabling
in social media channels to spread content making something viral such as the advertising by Coke Cola using the
release of a new film creating a huge amount of attention
which then gets promoted across all social channels by people spreading the information due to excitement.
Promotion can be done by different media’s, namely print media which includes newspaper and magazines,
electronic media which includes radio and television, digital media which includes internet, social networking and
social media sites and lastly outdoor media which includes
ba nner.
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UNIT 5. TYPES OF BUSINESS ENTITIES & BUSINESS ETHICS
CONCLUSION PART:
Exercise 14. Work in pairs. Act out a dialogue.
ROLE PLAY:
Student A Student B
You are a manager
You are a reporter.
Ask as many questions
as possible about strategic
planning and strategic
management
Swap the roles.
Exercise 15. Look through the information below. Prepare
you own project for creation of new company. Use as an example information about Comcast.
PROJECT:
working on a prestigious
organization. Answer
to reporter about strategic
planning and strategic
management. Give as many
details as possible.
Vital Statistics:
Title: American Cable Systems (1963–1969), Comcast Holdings
(1969–2 001)
Type: Public
Traded as: NASDAQ: CMCSA (Class A), NASDAQ-100 com-
ponent, S&P 100 component, S&P 500 component, NASDAQ:
CMCSK (1987–2015)
Industry: Telecommunications, Mass media
Founded: June 28, 1963; 55 years ago Tupelo, Mississippi,
U.S.
Founders: Ralph J. Roberts
Headquarters: Philadelphia, Pennsylvania, U.S.
Area served: Worldwide
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UNIT 5. TYPES OF BUSINESS ENTITIES & BUSINESS ETHICS
Key people: Brian L. Roberts (Chairman & CEO), Michael
Cavanagh (SEVP & CFO), David L. Cohen (EVP)
Products: Broadcasting, Cable television, Digital telephone,
Home security systems,
Internet, Pay television, Film production, Sport management,
TV production, Mobile
Revenue: Increase US$84.526 billion (2017)
Number of employees: 164,000 (December 2017)
Web s ite: corporate.comcast.com
Comcast Corporation
Comcast Corporation (formerly registered as Comcast
Holdings) is an American telecommunications conglomerate headquartered in Philadelphia, Pennsylvania. It is the
second-largest broadcasting and cable television company
in the world by revenue and the largest pay-TV company, the
largest cable TV company and largest home Internet service
provider in the United States, and the nation’s third-largest
home telephone service provider. Comcast services U.S. residential and commercial customers in 40 states and in the
District of Columbia. As the owner of the international media company NBCUniversal since 2011, Comcast is a producer of feature films and television programs intended for
theatrical exhibition and over-the-air and cable television
broadcast, respectively.
Comcast owns and operates the Xfinity cable communications subsidiary, over-the-air national broadcast network
channels (NBC and Telemundo), multiple cable-only channels (including MSNBC, CNBC, USA Network, NBCSN),
the film studio Universal Pictures, and Universal Parks &
Resorts. In February 2014, the company agreed to merge
with Time Warner Cable in an equity swap deal worth $45.2
billion, under the terms of the agreement, Comcast was
to acquire 100% of Time Warner Cable. However, on April
24, 2015, Comcast terminated the agreement. Comcast and
Charter Communications entered into an agreement to conduct exclusive discussions with Sprint Corporation in late
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UNIT 5. TYPES OF BUSINESS ENTITIES & BUSINESS ETHICS
June 2017. Since October 2018, it is also the parent company
of mass media pan-European company Sky, making it the
biggest and leading media company with more than 53 million subscribers over five countries across Europe.
https://en.wikipedia.org/wiki/Comcast
Example:
Vital statistics of your project:
Title:
Type:
Traded as:
Industry:
Founded:
Founders:
Headquarters:
Area served:
Key people:
Products:
Revenue:
Number of employees:
Website:
Use the following set-phrases in presenting your project:
INTRODUCTION
3 We may begin by…
3 We shall begin by saying that…
3 The first point to be made is…
3 We must start from the following…
3 I would like to present…
MAIN PART
3 We have reason to state that…
3 It is necessary to note that…
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