Ответы по английскому языку (стр. 1 из 5)

Unit 1.Brands.

1. Whatarevisiblepartsofmarketing?Whatarebrandmanagers andsalesteamsresponsible for?

2. Whotakespartindistributionchannels?

3. Whydosomecompaniesmakeluxuryproductsabroadratherthanathome?Giveexamples.

4. SomepeoplebelievethatluxuryfashionproductsshouldalwaysbemadeinEurope. What's youropinion?Giveexamples.

1.Whatarevisiblepartsofmarketing?Whatarebrandmanagersandsalesteamsresponsiblefor? AsthemarketingexpertPhilipKotlerhas said, 'Themost distinctiveskillofprofessionalmarketersistheir abilityto create,maintain, protect andenhancebrands.'Thereareanawfullotofmisunderstandingsabout

‘marketing’. Manypeopleseeit purelyasthevariousways in whichabusinessororganisationadvertises

and promotesitself-awebsite,abrochure,corporatehospitality,advertisementsandsalesliterature...But theseareonlythevisiblepartsofmarketing.

Professionalliteraturedefinesmarketingas'themanagementprocessresponsibleforidentifying,anticipating and satisfying customerrequirementsprofitably'.Inotherwords, it is not just about producinga pieceof

promotionalmaterialto support a salesactivity, it'sabouta systematicand carefulprocessofensuringthateverythingthatthe business developsand provides,whetheritbea productoraservice,is done withthe

customerinmind.

Thinkofthe processofmarketingratherlikeaniceberg.The topeighthisthe part thatisvisible-seven

eighthsareunseen!Whatgoesonbelowthesurfaceisawholerangeofactivitiesandprocessesdesignedto ensurethatanymarketingcommunicationsaredesignedanddeliveredinthebestwaytoachievethedesired results,usuallythat's profitable sales.

Themain brandmanager’sand salesteams’responsibilitiesinclude:

- Developingandmanagingbrandmarketingplan

- Understandingandexpressingbrand’spositioning,designingappropriatemarketingmixtools

- Brief&agreeannualmediaplan, superviseworkwithadvertisingagencies

- Generateandanalyzeconsumerinsights,integratefindings intobrandactivities

- Managepricing

- Enliststrongsalessupportforallbrandmarketingactivities

2.Whotakespartindistributionchannels?

Distribution(orplacement)isoneofthefour aspectsofmarketing. A distributoristhemiddlemanbetween

the manufacturerandretailer. Afteraproduct ismanufactured it maybe warehousedorshippedto the next echeloninthesupplychain,typicallyeitheradistributor,retailerorconsumer.

Anumberofalternate'channels'ofdistributionmaybeavailable:

·Sellingdirect,suchasviamailorder,Internetandtelephonesales

·Agent,whotypicallysells directon behalfoftheproducer

·Distributor(alsocalledwholesaler),whosells toretailers

·Retailer(alsocalleddealerorreseller),whosellstoendcustomers

·Advertisementtypicallyusedforconsumergoods

Distribution channels canthushave anumberof levels.Kotlerdefinedthe simplestlevel,thatofdirectcontactwithnointermediariesinvolved,asthe'zero-level'channel.

Thenextlevel,the'one-level'channel,featuresjustoneintermediarybetweenproducerandcustomer-a retailer.Insmallmarkets(suchassmallcountries)itis practicaltoreachthewholemarketusingjust

one-andzero-levelchannels.

Inlargemarkets(suchaslargercountries)asecondlevel,awholesalerforexample,isnowmainlyused

toextenddistributiontothelargenumberofsmall,neighborhoodretailers.

3.Whydosomecompaniesmakeluxuryproductsabroadratherthanathome?Giveexamples.

Somecompaniesprefertomakeluxuryproductsabroadratherthanathomebecausetheywanttolowerthefirmcosts.The processofsubcontracting toa third-partycompanyis named outsourcing.The reasons for outsourcingaremanyandvaried,suchascostsaving,costrestructuring,improvingquality,knowledge andmanyothers.Theclassicalexamplesofcompaniesmaking theirproductsabroadareCoach, theUS

leathergoods maker,whichoutsourcesallitsproductsto Asia,andBurberry,whichalsohasmanyAsian

licensingarrangements.

4.SomepeoplebelievethatluxuryfashionproductsshouldalwaysbemadeinEurope. What's youropinion?Giveexamples.

Althoughoutsourcingisawidespreadpracticenowadaysconsumershavedualattitudetoit.Thereisa strongpublicopinionregardingoutsourcing(especiallywhencombinedwithoffshoring-thepracticeof

movingacompany'soperatingbasetoaforeigncountrywherelabourcostsarecheaper)thatoutsourcing damagesaproductqualitydramatically.Tobehonest,Isupportthispointofview.Forexample,about

tenyearsagoallproductsofBritishcosmeticscompanyAvonweremadeinEurope.Butnowabout70%

ofitsproductionis outsourcedin Russiaandnearabroad.Ofcourcethepriceof Avon cosmeticsbecame

muchcheaperbutit’snotasecretthatthequalitychangeddramaticallytoo.

Unit 2. Travel

1.Whattypes ofairlinesdoyouknow?

2.Howdoyouunderstandtheterm“code-sharing”?

3.Whatformsofcooperationbetweencompaniesarethere?

4.Whydopeoplesometimesbehavebadlyonplanes?Whatcausessuchbehaviour?

1.Whattypesofairlinesdoyouknow?

Formerlyairlineswereclassifiedintolocal,regional,national andinternational.Todaytheyareclassified accordingtotheirannualturnover.Thebiggestcompanieshavetheturnoverfrom$100millionto$1

billion,thebigregional-$10-$100million,theaverage–lessthan$10million.

It’s very important to remember that there are two kinds ofairline operations-scheduled and

nonscheduled.Ascheduledairlineoperatesonfixedroutsatfixedtimesaccordingtoatimetablethatis availabletopublic.

Anonscheduledairlineoperateson routsatatimewhenthereis a demandfortheservice.The nonscheduledairlineisinotherwordsacharteroperationthatrentsanaircraft.

2.Howdoyouunderstandtheterm“code-sharing”?

Codesharingisabusinesstermwhichwasfirstoriginatedintheairlineindustryin1990whenthe

Australianairline,Qantas Airways andtheUS'sAmerican Airlinescombinedservicesbetweenanarray

ofUS domesticcitiesandAustraliancities.Thecodesharewaspartofa"cooperativeservices" agreementbetweenthetwocarriersbeforethevariousairlineallianceswereformed.Codesharingisa commercial agreementbetweentwoairlinesthatallows passengers to useaticketfromoneairlinetotravelon another.Mostmajorairlines todayhave code sharingpartnershipswith otherairlines,andcode sharingisakeyfeature ofthemajorairlinealliances.

Lotsofairlines,includingallthebiglegacylines,areinvolvedwithcodesharingarrangements.Those

arrangementspermityoutobuythroughtickets on routsthat nosingleairlinecanserve.Theymayalso provideopportunitiestocutthecostofyourairfare.

3.Whatformsofcooperationbetweencompaniesarethere?

Therearedifferenttypesofcooperationbetweenairlines:associations(likeInternationalAssociationof

AirTransport(IATA)whichdeals withtheairnavigation,thesecurityofairtransportandthe

coordinationofflightservices),particularglobalairlinealliancesandcodeshareagreementsthathave multiplied over the pastyears.

4.Whydopeoplesometimesbehavebadlyonplanes?Whatcausessuchbehaviour?

The psychologyofairrageis anewareaofstudy,andthere are almostasmanyexplanations as

examples.Mostanalystsofthephenomenon blamealcohol,butmanypeoplenowthinkthat theairlinesareatfault.Tocutcosts,theyarecramming evermorepassengersintotheiraircraft,whilereducing cabincrew,training andqualityofservice,allofwhichincreasepassengerfrustration.Inaddition,there

isincreasingconcernaboutanothercost-cutting exercise,which couldseriouslyharmpassengers’health:

cabinventilation.

Unit3.Organisation.

1.Whattypesofcompaniesdoyouknow?

2.Speakaboutflexibilityanditstypes.

3.Whatismeantby"teleworking"?

4.WhatdoyouknowaboutSOL company?Whyisitunusual?

1.Whattypesofcompaniesdoyouknow?

Historicallytherewereonly soleproprietorships. Thencamepartnershipsandthencorporations.

Corporations areaseveralcenturiesoldphenomena. Partnershipswerearrangementsbetweentwoormoreindividualsinwhichtheypooledresources,andsplitexpenses andprofits. Atfirstcorporations werecharteredbymonarchies. Historicallycorporationsofferedlimitedliabilityandpartnershipsdid not. Inotherwords,iftheventurefailed,theorganizersandpromotersofacorporation retainedtheir personalassets,whiletheowners andorganizers ofapartnershipcouldlosetheirpersonal assets tothe creditors ofthe business venture.

Wecannowdefinesoleproprietorshipas abusiness enterprise exclusivelyowned,managedand controlledbyasingleperson with allauthority,responsibilityandrisk.

Supposeyouwanttoopenarestaurantinyourlocality.Youwillneedtoorganizealotofthings.You mayfind thatitis notpossible toarrangethemoneyrequiredtostartandrunthebusiness alone. You

maythentalktoyourfriendsandallofyouagreeto runtherestaurantbycontributingacertainamount

ofmoneyandtheotherthingsrequired.Soallofyou jointobecometheowners andsharetheprofitsand

losses.Thisisanotherformofbusinessorganization–partnership.

Acompanyformof business organizationis knownasaJointStockCompany.Itis avoluntary

association ofpersons whogenerallycontributecapitaltocarryon a particulartypeofbusiness,whichis establishedby lawand canbedissolvedonly bylaw.Persons whocontribute capitalbecomemembersofthecompany.Thisformofbusinesshas alegalexistenceseparatefromitsmembers,whichmeanseven

ifitsmembersdie,thecompanyremainsinexistence.Thisformofbusinessorganizationsgenerally

requireshugecapitalinvestment,whichiscontributedbyitsmembers. Thetotalcapitalofajointstock companyis calledsharecapitalanditis dividedintoanumberofunitscalledshares.Thus,everymemberhassomesharesinthebusinessdependingupontheamountofcapitalcontributedbyhim. PrivateLimitedCompany.Thesecompanies canbeformedbyatleasttwoindividualshavingminimum fixedpaid–upcapital(theamountofmoneyisdeterminedbylegislationofthecountry).Thetotal membership ofthesecompaniescannotexceedacertainnumberofpeople(thisnumbercanbedifferent indifferentcountries).Thesharesallottedto itsmembers arealsonotfreelytransferablebetweenthem.

Thesecompaniesarenotallowedtoraisemoneyfromthepublicthroughopeninvitationandarerequired

touse“PrivateLimited”aftertheirnames.

PublicLimitedCompany.Aminimumofsevenmembersarerequiredtoformapubliclimitedcompany.

Itmusthaveminimum paid–up capital.Thereis norestriction onmaximum numberof members.The sharesallottedtothemembersarefreelytransferable.Thesecompaniescanraisefundsfromgeneral publicthroughopeninvitationsbysellingitssharesoracceptingfixeddeposits.Thesecompaniesare requiredtowriteeither‘publiclimited’or‘limited’aftertheirnames.These are themain,butnot the onlytypesofbusinessorganization.

2.Speakaboutflexibilityanditstypes.

Flexibilityisthecurrentbuzzwordtoday.Flexibilityisunderstoodastheabilitytochangeorbechanged

easilytosuitadifferentsituation.This hasanumberofrelatedmeanings.One typeofflexibilityhas

existedforsometimeintheformofflexitimeorflextime,wherepeoplecanchoosewhentheyworkwithincertain limits.Thenthereis theflexibleworking oftheBritishAirways officeinthemaincourse

unit, with someofitsstaffhot-desking,particularlythosewhoarehomeworking,teleworkingortelecommuting andonlyneedtocomeintotheofficeoccasionally.Athirdtypeofflexibilityiswhere employeesarerecruitedon shortcontractsto workon specificprojects,maybepart-time.Perhaps the organisation onlyhasacorestaff,andoutsourcesorcontractsoutworkfromoutsideasandwhenrequired.Somemanagementexpertssaythat thisis thefuture,withself-employmentasthenorm,andportfolioworkerswhohaveanumber ofdifferentclients.

3.Whatismeantby"teleworking"?

Teleworking,alsoknownastelecommuting,meansusinginformationtechnologyand

telecommunications to replace work-relatedtravel. Simpleput, itmeans workingathomeorclosertohome. Withteleworking,employeesworkathomeorperhaps at alocalteleworkcenteroneormore daysperweek.Communicationisaccomplished byphone,fax,modem,andteleconferencing. Nationwide,morethan20millionworkersaregoingtoworksimplybypickingupthephoneorturning ontheir computers.

4.WhatdoyouknowaboutSOLcompany?Whyisitunusual?

SOL isaFinland'sCleaningServicecompanywhichcombinesradicalinnovationwithdisciplined

execution–awinningformulathatmopsupthecompetition.Locatedinarenovatedfilmstudiointhe heartofHelsinki,theofficeexplodeswithcolor,creativity,andchaos.Thewalls arebrightred,white,andyellow;theemployees wanderthehalls talking on portablephones(alsoyellow).Fewpeopledream

aboutbecomingacleaner.Butthatdoesn'tmeancleanerscan'tfindsatisfactionintheirwork.Thekeysto

satisfaction,Joronenbelieves,arefun andindividual freedom.SOL's cultureisbuiltrelentlessly--almost excessively--aroundoptimismandgoodcheer.Itscleanerswearred-and-yellowjumpsuitsthatreinforce thecompany'supbeatimage.SOL'slogo,ayellowhappyface,isplasteredoneverythingfromherblazer tothecompany'sstationerytoitsmostimportantbudgetreports.

Freedommeans abolishing alltherulesandregulations ofconventional corporatelife.TherearenotitlesorsecretariesatSOL,noindividualofficesorsetworkinghours.Thecompanyhaseliminatedallperks and status symbols.

Unit4.Change.

1. Whatchangeshavetakenplaceinorganizationsrecently?

2. Explainthemeaning ofBPR.

3. Howdoyouunderstand theterm'companyculture'?Whatissuesshouldbeincludedinto it?

4. SpeakaboutthechangestheUSandUKdepartmentstoreshavegonethrough.

1.Whatchangeshavetakenplaceinorganizationsrecently?

Recent yearshaveseenmassiverestructuring.Companiesdownsizedanddelayered, gettingridoflevels ofmiddle-managementinordertobecomeleaner,flatter,supposedlymoreefficientorganisations.Often thereasoningwasthatcomputernetworksallowtopmanagersinstantaccesstoinformationthatwas previouslygatheredandtransmittedupwardsbymiddlemanagers,whoseothermainfunctionwasto communicateexecutives'keymessagesdownwardstotheworkforceandinthistheywereaccusedof dilutingorconfusing themessages,orworse.Withfewerorganisational layers,topmanagers saytheycancommunicatemoredirectlywithfront-lineemployees,thepeoplewhoactuallyproducethegoods or

services,anddealwithcustomers.Withlessdirectsupervision,employeeshaveoftenbeenencouragedto makemoredecisionsforthemselvesinaprocessofempowerment.

Another trendwasre-engineering, theideathatanorganisationshouldnotchangeincrementally, butshouldstartagain fromscratchwithnopreconceptionsabouthowthings-shouldbedone,notjustin manufacturingbutinalltheprocessesthatcontribute to whatanorganization does,hencebusinessprocessre-engineering,orBPR.

The humansideofthis,again,wasthattherewouldprobablyberedundancies.Thepeople remainingwouldprobablyfeeldemoralized,wonderingwhenthenextwaveofchangewasgoingto

comeandwhetheritwouldbetheirturntobethrownout.

2.ExplainthemeaningofBPR.

Businessprocessreengineering(BPR)isamanagementapproachaimingatimprovementsbymeansof

elevatingefficiencyandeffectivenessofthe processesthatexistwithinandacrossorganizations.BPRis arestructuringanorganizationby meansofaradicalreconsiderationofitscoreprocesses.ThekeybenefitsofBPRare:

·optimizationofbusinessprocesses:

·integration ofITsystems;

· structuringandguidingofreorganization;

·businesscontinuityplanning;

·managementknowledge.

3.Howdoyouunderstandtheterm'companyculture'?Whatissuesshouldbeincludedintoit?

Acultureis thevaluesandpracticessharedbythemembers ofthe group. CompanyCulture,therefore,is thesharedvaluesandpracticesofthecompany'semployees.

Companycultureisimportantbecauseitcanmake orbreakyourcompany.Companieswithanadaptive culturethatis alignedto theirbusiness goals routinelyoutperformtheircompetitors. Companycultures

evolveandtheychangeovertime.Asemployeeleavethecompanyandreplacementsarehired the companyculturewillchange.Ifitis astrong culture,itmaynotchangemuch.

Herearesomecharacteristicsofcompanyculturesthatothershaveusedsuccessfully.

·Missionclarity

·Employeecommitment

·Fullyempoweredemployees

·Highintegrity workplace

·Strongtrustrelationships

·Highly effectiveleadership

·Effectivesystemsandprocesses

·Performance-basedcompensationandrewardprograms

·Customer-focused

·Effective360-degreecommunications

·Emphasisonrecruitingandretainingoutstandingemployees

·Highdegreeofadaptability

·Highaccountabilitystandards

·Demonstratedsupportforinnovationanddevelopment

4. SpeakaboutthechangestheUSandUKdepartmentstoreshavegonethrough.

TheUS andUKdepartmentstores facedwith declineinpopularity.Itcanbeexplainedbyconsumers

demandingbettervalueandamoreinterestingandstimulatingexperiencewhileshopping.Department storesfacedstrongcompetitionfromspecialityretailers anddiscounters.Theirsteady lossofmarket sharemaybepartlybecausetheconceptwasborninadifferentera,atimewhen,forfamilies,atriptothestores combinedshoppingwithentertainment.Andnow,what is neededis anewapproach.Atypicalexample ofthis approachworkingis seenatSelfridges.This UKgrouphasrecastitselffroma sleepy