Для спеціальності орг text 16

Read and translate the text with a dictionary, analyze the words and define the tense forms.

Management

Management is a process which takes place at all levels in an organization. It is not carried out only by people with "manager" in their job title. Section leaders, supervisors, chief clerks, foremen, etc. All carry out managerial functions although not all of the same type or of equal importance. A manager is concerned not only with physical processes, organization structures and tasks. He has to deal with people and must take into account their attitudes, beliefs, values and reactions. There are three levels of management in most organizations.

Strategic management (Chief Executive, Board of Directors); tacti­cal management (all types of middle management, departmental managers, functional managers such as the personnel manager, account, sales manager); operational management (foremen, supervisors, chief clerk, etc.). Management tasks can he grouped into: planning, motiva­ting, organizing, control with decision-making taking place within each.

Planning, decision-making and control are intimately related managerial processes of deciding in advance ‘what’ is to be done and ‘how’ it is to be done, ‘when’ to do it and ‘who’ is to do it. There are three levels of planning: strategic, tactical and operational.

Answer the questions:

1. What is management?

2. Who carries out managerial functions?

3. What kinds of management do you know?

Text 17

Read and translate the text with a dictionary, analyze the words and define the tense forms.

How to win a market

In business and industrial marketing, there are three compelling things: price, function and source.

Price: a substantially lower price can be a compelling offer. But the product must always satisfy the function.

Function: the product must always perform the function for which it is intended and meet quality standards. However, in a world of rapid technologi­cal development customers are always looking for new products that do the job better, faster, more efficiently. This presents a good opportunity to enter­prises that can offer new products based on advanced science and technologies.

Source: a company's reputation for quality and reliability of delivery are increasingly important.

Purchasing people are primarily interested in price. Engineers are prima­rily interested in function. Management is interested in source. Marketing communications therefore, must be on three levels: our prices are competi­tive, our products are good or superior, our company is dependable. Each message must be targeted for the right audience and efficiently delivered through the right channel. The extensive use of advertising builds in the minds of consumers the company's image for quality. In a market of many choices the communication must be as competitive as the product itself.

Answer the questions:

1. What are the three compelling things?

2. For what products are customers always looking to?

3. What must be marketing communications?