Реферат по предмету "Иностранный язык"


Ответы по английскому языку

U
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t 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


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.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.


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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.


U
n
it 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


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


isincreasingconcernaboutanothercost-cutting exercise,which couldseriouslyharmpassengers’health:


cabinventilation.


U
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t3.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.


Wecannowdefinesoleproprietorship
as 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


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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.


U
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t4.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


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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


70s-styledepartmentstoreintoaretailinggood-structuredmoderndepartmentstore.


Oneofthemainchangesis thatmorefloorspaceis rentedtovendors,inwhatis sometimesreferredtoas theshowcasebusinessmodel:vendorsdesigntheirownboothsandareencouragedtobecreative.The problemisthatalldepartmentstoreslookthesame.


U
n
it 5. Money.


1. Howdoes moneywork?


2. Whatmoneyinstitutions can youmention?


3. Describedifferentkindsofsecuritiesanddifferentkindsofmarkets.


4. Whatcanyousayabouttheattitude to moneyinourculture?Hasitchangedinrecentyears?


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5. HowhaveWal-MartandTargetstoresperformedlately?


1.Howdoesmoneywork.


Moneymakestheworldgoround,theysay.Perhapsitiseventruerthattheworldmakesmoneygo


round,especiallyinaneraofglobalizationwhencapitalcanflowfreelytoandfromalmosteverywhere.Moneyisalways lookingforplaceswhereitwillbemostprofitableandearnthegreatestreturnon investment.


Asanindividual,youcanputyourmoneyondepositinabank,andaslongasthebankdoesn'tfailand


theeconomykeepsfunctioning,youwillgetinterest.Yourmoneyislentouttopeople,businessesand governmentswho need it to financetheirownprojects, andthebankwillmakeitsmoneyonthedifferencebetweenwhatitpays outininterest ondepositsand whatitgetsininterestfrom itsloans.


Ifyouwant tolivemoredangerouslyyoucouldbuysomebonds,andaslongastheorganizationor


countryyou'veinvestedinbylendingitmoneydoesn'tdefault,youwillgetyourinterestpayments,and lateryourbondswilleventuallyberepaid.Toliveevenmoredangerously,buysomesharesandsharein the profitabilityofyourchosencompany.Ingoodtimes,the dividendswillbemorethanwhatyouwould getfrombonds,andtheshares themselves willincreaseinvalue, givingyoua capitalgainifyousell them.Butifthecompanyrunsintotroubleandgoesbankrupt,youwillbeamongthelasttobepaidback, andyoumaygetonlypartofwhatyouputin,oryoumaylose allyourmoney.


2.Whatmoneyinstitutionscanyoumention?


Thisisforexamplebanks,insurancecompanies,mutual funds (unittrusts intheUK)andpensionfunds whomay, ofcourse,beinvesting themoney ofprivateindividualsindirectly.


Themarketsthey investininclude themoneyandcurrencymarkets,stockmarketsforshares(also


knownasequities),commoditiesmarketsforanythingfromgoldtoporkbellies(usedformakingbacon),


andproperty(buildingsandland). Let’s stopon several institutions.


Themostfamousmoneyinstitutionineverycountryisbank.Bank

is afinancial institution thatactsas apaymentagentforcustomers,andborrows andlendsmoney.Banksborrowmoneybyacceptingfunds


depositedoncurrentaccount,acceptingtermdepositsandbyissuingdebtsecuritiessuchasbanknotes andbonds.Bankslendmoneybymakingadvancestocustomersoncurrentaccount, bymaking


installmentloans,andby investingin marketabledebtsecuritiesandotherforms oflending.


Amutualfund

is aprofessionally-managedfirmofcollectiveinvestments thatpoolsmoneyfrommany


investorsandinvestsitin stocks,bonds,short-termmoneymarketinstruments,orothersecurities. Ina mutualfund,thefundmanager,tradesthefund'sunderlyingsecurities,realizingcapitalgainsorlosses, andcollectsthedividendorinterestincome.


3
.Describedifferentkindsofsecurities anddifferentkindsofmarkets.


Fromthepointofviewofinvestors,theworld'sfinancialmarketsexistinordertochannelmoneyto profitableinvestmentactivities and projects.Fromthepoint ofviewofborrowerssuchascompanies and governments,financial centresexistso thattheycanfind capitalon thebestterms.


Most investorsarenotprivateindividualsbutinstitutionslikebanks,insurancecompanies,mutualfunds andpensionfunds whomay,ofcourse,beinvestingthemoneyofprivateindividualsindirectly.The markets theyinvestinincludethemoneyandcurrencymarkets

,stockmarkets

forshares(alsoknownasequities),commoditiesmarkets

foranythingfromgoldto porkbellies(usedformakingbacon),and property(buildings andland).


Therearealsomarketsforfutures

incurrencies,equities,bondsandcommodities:afutureisafixed- pricecontracttobuyacertainamountofsomethingfordeliveryatafixedfuturedate.


Therearemarketsforoptions

incurrencies,equities,andbonds.Here,aninvestorbuystherightto buy orsellacertainamountofthesethingsatacertainpriceandparticulardateinthefuture.Thisisa formofbetting on howpriceswillmove.


Someofthesemarkets,likestockmarkets,arebasedinparticularbuildings,somewith tradingfloors,but


mosttradingisnowscreenand telephonebased. Others,likebond and currencymarkets,are'virtual',inthesensethatsellingandtradingtakesplacebyphoneandcomputerbetweenthepremisesofissuers, brokersandtraders.


Securities

constitute theobjectswhichinvestmentsaremadeof.Therearevarious kinds ofsecurities.


Theyare tradedinmarkets,eachone withspecificrules.


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Stocks
arethemostpopularsecurityforinvestment.Theyactuallyrepresentownershipinaspecific company.Themostcommonwaystocks appearinthemarketis byoperations calledinitialpublicofferings (IPO)
.Thesehappenwhenacompanydecidestoissuestocks,butgivingawaypartofittothe public,inreturnformoneypaidbythenewshareholders.Thepublicgainsapartofthecompany,bythe costofpayingmoneyforit,whilethecompanyobtains amassiveamount ofmoney,bythecostofhavingtogiveawaypartofitsownership,aswellaspartofitsprofitsintheformofdividends.


OutsideIPO's,stockcanbeboughtandsoldinstockexchanges
.Theseareplaces(physicalorvirtual)


wherestocks are assignedaselling priceandabuying price.Anyonecanbuyorsell stocks with the help ofbrokers.


Companies oftenneedmoneyforvarious ends,suchasimprovingitself, expanding,buyingother companies, andsoon.There aremanyforms ofdoing this.One ofitis using abond
.Abondisacontract


betweenanissuingcompanyandabuyer.Inthiscontract,thebuyerlendsacertainamountofmoneyto the company,foracertainnumberof years.Inreturn,thecompanyis obligedtopayinteresttothebuyer,


periodically,ataspecifiedrate.


F
u
n
ds
becomeaninterestinginvestmenttoolforeveryonewhoisnotinterestedinwasting timewith


stockorbondpicking, trading,andsoon. Investmentcompaniesmanageoneormorefunds,where moneyfrommanyinvestorsismanagedbyprofessionals.Oneinvestmentfundusuallyholds aportfolio ofsecurities.Thedecisionstobuyorsellthosesecuritiesaretakenbytheinvestmentcompanybehind thefund.


4
.Whatcanyousayabouttheattitude tomoneyinourculture?Hasitchangedinrecentyears?


Moneycan beacurseorablessinginourlives.Ifwedealwithitaccordingtotheworld’sstandards,it canbeacurse.Moneyisthenumberonesourceofstressandtheprimarycausefordivorce.


People'sattitudestowardsmoneyvaryenormouslyandarelargelyinfluencedbythevaluestheywere


broughtupwithandhowmuchmoneytheyhavenow.


Assuming there's enough moneytokeepa roofoveryourheadandbuy basicfoodstuffs,whatyoudo


withtherestofyourmoneywilldependonyourparticularattitude.Thefollowingthreestatements broadlysumup themostcommonattitudestomoneyintoday'sculture:


1.Moneyisforenjoying
-moneyisforspendingonthethings thatmakeyouhappy.Nooneknows whatthefuturemayholdorwhatcanhappentomorrow, soyoushouldenjoywhatyouhave whenyou


haveit.Money'snousewhenyou'redead,solivefortoday.


2.Moneyisforsecurity
-moneyshouldbespentonmakinglifecomfortable.Onceyouhavethebasic


homecomforts,it'simportanttohavemoneyputasideforarainyday.Nooneknowswhatthefuture mayhold,soit'ssensibletobeprepared.


3.Moneyisforsharing
-moneyshouldbe sharedgenerouslywiththoseyoulove andthoseless fortunatethanyourself.Buyingpresents,entertainingothersandgivingmoneytocharitycreatesfeelings


inyourselfandothers thatarepriceless.Nooneknows what thefuturemayhold,andsomedayyoumayneedthefavourreturned.


Soherearethemainattitudestomoneyinourculturetomymind andIdon’tthinkthatmyopinion differsfrommostpeople,so theattitudetomoneydoesn’tchangethroughyears.


5
.HowhaveWal-MartandTargetstoresperformedlately?


Wal-MartStores
is anAmericanpubliccorporationthatruns achainoflarge,discountdepartment stores.Itistheworld'slargestpubliccorporationbyrevenue.Itisthelargestprivateemployerinthe


world and thefourth largestutilityorcommercial employer.Wal-Martis thelargestgroceryretailerin theUnitedStates.


OnSeptember12,2007,Wal-Martintroducednewadvertisingwiththeslogan,"Save
MoneyLive


Bett
er
," replacing the"Always LowPrices,Always
"slogan,whichithadusedfortheprevious19years.


GlobalInsight,whichconductedtheresearchthatsupportedtheads,foundthatWal-Mart'spricelevel reductionresultedinsavingsforconsumers.


Savingpeoplemoneytohelp themlivebetteristhegoalofWal-Mart.It’sthefocusthatunderlieseverything atWal-Mart.Andfor themillionsofcustomerswhoshopinthese storesitmeans alot. By


offering thebestpossible priceson the productscustomersneed,Wal-Martcanhelpthemaffordsomethingalittleextra.


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TargetCorporation'smainretailingsubsidiary,TargetStores
,is aUnitedStatesdiscountretailchain consistingof1,591(morethan1500)
stores.Ithasunitsinall statesexceptforAlaska,Hawaii,and Vermont,operatingundertheheadsofTarget,TargetGreatland,andSuperTarget.TargetCorporationhasaggressiveplanstohave2,000storesopenbytheyear2010,includingexpandingtoAlaskaand Hawaii.


Targetstorestendtoattractyoungerandmoreeducatedandaffluentcustomersthanitscompetitors. Targethascultivatedamoreupmarketandstyle-consciousimagethanotherdiscountretailers.Itis the third-largestgeneralretailerintheUSbyrevenues.


U
n
it 6. Advertising.


1. Whatformsofadvertisingdoyouknow?


2. Explainthemeaningof'directmarketing'.Whyisitconsideredtargetedmeansofadvertising?


3. Whatisthedifferencebetween'productplacement'and'productendorsement'?


4. WhatmakesMike'sadvertisingtick?


5. Howshouldyouplananadvertisingcampaign?


6. Giveexamplesofgoodandbadadvertisements.


1.Whatformsofadvertisingdoyouknow?


Themainformofadvertisingismedia.

Itcanincludewallpaintings,billboards,streetfurniture


components,printedflyers,radio,cinemaandtelevisionads,webbanners,mobiletelephonescreens, magazines,newspapers,sides ofbusesorcars, andsoon.Anyplacean"identified" sponsorpays todelivertheirmessagethroughamedium is advertising.So youcanseealotofadvertisinginthestreets. Anotherfamoustypeofadvertisingnowadaysisproductplacement

. Itis whenaproductorbrandis noticedinentertainmentandmedia.Forexample,inafilm,themain charactercanuseanitemor otherofadefinitebrand.Itisverypopularnowadaysforcars,watches,clothes.Forexample,product placementforFord,BMWand Aston-MartincarsarefeaturedinrecentJamesBondfilms,mostnotably CasinoRoyale
.


TheTVcomm

ercial

isgenerallyconsideredthemosteffectivemass-marketadvertisingformat,asis reflected bythehigh pricesTVnetworks chargeforcommercial airtimeduringpopularTVevents.Forexample,football.


Increasingly,othermediaareovertakingtelevisionbecauseofmoreconsumer'susageoftheinternet.


AdvertisingontheWorldWideWeb

isarecentphenomenon.Pricesof Web-basedadvertisingspaceare dependentonthe"relevance" ofthesurroundingwebcontentandthetrafficthatthewebsite receives.


E-mailadvertising

isanotherrecentphenomenon.UnsolicitedbulkE-mail advertisingisknownas


"spam".Sothesearethe mostfamousforms ofadvertising nowadays tomymind.


2.
Explain
themeaningof'directmarketing'.Whyisitconsideredtargetedmeansofadvertising? Directmarketing
is oneofthetypeofmarketing.Therearetwomaincharacteristicswhichdiffersit fromothertypes ofmarketingoradvertising.Thefirstis thatitattemptstosenditsmessages directlyto consumers,withouttheuseofothermedia.Thisinvolvesunsolicitedcommercialcommunication(spam, junkmail,etc.)with consumers orbusinesses.Thesecondcharacteristicis thatitisfocusedon drivingpurchases thatcanbeattributed toaspecific"call-to-action."Iftheadvertaskstheprospecttotakea specific action,forexample callafree phonenumberor visitawebsite, thenthe effortis consideredtobe directresponseadvertising.


Directmarketingisattractivetomanymarketers,becausein manycasesitspositiveeffect(butnot


negativeresults)canbemeasureddirectly.Forexample,ifamarketersendsoutonemillionsolicitations bymail,andtenthousandcustomerscanbetrackedashavingrespondedtothepromotion,themarketer cansaywith someconfidencethat thecampaignleddirectlyto theresponses.Thenumberofrecipientswhoareoffendedbythejunkmail/spam,however,isnoteasilymeasured.Bycontrast,measurementof othermediamustoftenbeindirect,asthereisnodirectresponsefromaconsumer.


3
.Whatis the difference between'product placement'and 'product endorsement'?


8



P
r
oduc
tplacement
advertisementsarepromotionaladsplacedbymarketersusingrealcommercial productsandservicesinmedia,wherethepresenceofaparticularbrandistheresultofaneconomic exchange.Whenfeaturingaproductis notpartofaneconomic exchange,itis calledap
roductplug
. Productplacementappearsinplays,film,televisionseries,music videos,videogamesandbooks.


Productplacementislinkedwith theinclusion ofabrand'slogoin shot,orjustappearanceofa productin


shot. Thisis donewithoutanyspecial mention,itis donesothat itlookslikeanaturalpartofwork. Mostmoviestodaycontainproductplacements.Sothemostcommonform ismovieandtelevisionplacements andmorerecentlycomputerandvideogames.


Inpromotionandofadvertising,arecomendat
i
o
n
orendorsement
consistsofawrittenorspoken


statement,sometimesfromapublicfigure,sometimesfromaprivatecitizen.Soproductendorsementit is whena well-knownperson sayshowgoodaproductisinadvertisements.Andpeople willbuy the productbecausetheylikeortrusttheperson.


Todayendorsementsappearmostlyintelevisionadvertising.Forexample,asmiling starmay


demonstrateanddescribethebenefitsthatshereceivesfromusing this orthatproduct.Inthecaseofcelebrityendorsements advertisers aimtousetherecognition-factortodrawonthehaloeffect.Intheory, thissourcetransfersfromthecelebritytotheadvertisedproduct,brand,andmanufacturer.Aproblem with usingcelebrityendorsementsinvolvesanynegativepublicitythatthecelebrity mightget:itwillalsotransferbacktotheproduct,therebyreducingbrandequity.


4
.Whatmakes Nike'sadvertisingtick?


PhilKnight,the co-founderandformerChiefExecutive ofNike,hasanabsolutelyclearandcommitted


strategytousecelebrityathleteendorsement.HehasbuiltNike’sexpansionintosport aftersportfromits athleticsrootsonthebackofsportingmasters.FromthebeginningNikehasbeenpreparedtotakea gambleonsportingbadboys others wouldnottouch.Itwasastrategythatbeganwith IlieNastase,the originaltennisbadboy.TheRomanianhad thequalitythathascometorepresentNikeandits


advertising:attitude.Afterextraordinarygrowth,Nikebecamenumberonetrainermanufacturerinthe US.Butthenitexperimented unsuccessfullywithexpansionintonon-athleticshoes,andlostitsnumberonepositiontoReebok.


Knightbet thefutureofthecompanyon anewfeature:a newairtechnologyinsidethetrainer.Salestook


offandthe restishistory.Thisbringstoglobalizationandthe question ofhowAmericanthebrandcanbe.Nikeusesamixofglobaladcampaigns suchas ‘good vevil’andlocaladvertising suchasitsfamouspostercampaignsintheUK.MarketingdirectorsatNikedonotrelyonmarketresearchpre-testing


whichoftenreducestheimpactofmoreexperimentalcommercials.Thereisalsothelongrelationship


with one ofthe world’sbestadagencies. ThingsonlyhappeninNikeads thatsportsmenandwomencan reallydo.


5.How shouldyouplanan advertisingcampaign?


Anadvertisingcampaign
is aseriesofadvertisementmessagesthatsharea singleidea andthemewhichmakeupanintegratedmarketingcommunication(IMC).Advertisingcampaignsappearindifferent


mediaacrossaspecifictimeframe.


Thecriticalpartofmakinganadvertisingcampaignisdeterminingacampaigntheme
,asitsetsthetone


fortheindividualadvertisementsandotherformsofmarketingcommunicationsthatwillbeused.The campaignthemeisthecentralmessagethatwillbecommunicatedinthepromotionalactivities.


Takingonyourownadvertisingcampaignisnoeasytask.You cando itonyourownbutyoushouldbe readytorollupyoursleevesandget towork.


YourMarketingPlan


Nothingcanhelpyouidentifyyourgoalsmore thanyourmarketingplan.You learnalotabout your


company,yourcompetitorsandyourlong-termgoals bycreatingandfollowingyourmarketingplan. Thisiscrucialtoknowingwhattypeofadvertisingisbestforyou.


CreateaPlanofAction


Onceyouhaveyourmarketingplan,youmustcreateaplanofaction.Yourplanofaction also gives you


crucialinfoyoucanuseinexecutingyouradstrategy.


De
f
in
eYourAdvertisingBudget


Howyouadvertisedependsonyouradbudget.Youneedtostrategicallyuseyouradvertisingmoney.If you'reonlyallowing asmallportion ofmoneytoadvertising,youwouldn'twanttothrowitallintothe


9



production ofonecommercialthatruns at2a.m.Knowexactlyhowmuchyouwillspend onyour advertisingfirstsoyoucanmakewisedecisionsinthecreationandplacementofalladmediums. HuntforAffordableOpportunities


Runningyourownadcampaignmeansyouhavetobeyourownmediadirector.You'vegottofindthe bestadplacementandthemostaffordableopportunitiestofitintoyourbudget.Ifyou'relimitedtoavery


smallbudget,youcanfindmanywaystobypasshighadvertisingcosts.


K
no
wYourTargetAudience


You can'tadvertiseeffectivelyifyoudon'thityourtargetaudience.Knowwhotheyarebeforeyoustart creatingyourads.Ifyourcompanysellsscooterstoseniors,youdon'twanttoinvestincableadstorun


onMTV.


Adv
e
r
tis
einAppropriateMediums


Ofallthe differentadvertisingmediumsyoucanuse,youhave tobe able tousethesemediums toyourbenefit.Spending allofyourmoneyonadirectmailcampaignwhenyouraddollarswouldbebetter


spentonprintadsisgoingtolimithowmanycustomersyoucould'vegained.Takealookateach medium,thinkaboutyourtargetaudience,takealookatyourmarketingplanandyourplanofactionand


decide which medium(s)will bebestforyouraddollars.


Don'
tBeAfraidtoHireFreelancers


Ifyoucan'tturnyouradvertisingovertoanagency,stillconsiderhiringafreelancecopywriterand/or graphicdesigner.Theseprofessionalsknowwhatmakesagoodadvertisement.


Manyfreelancershave workedinadvertising agenciessoyougetthebenefitoftheirexpertise. Plus,freelancerscangiveyouprofessionalcopyandmaterialsatanaffordable cost.


Co
n
sist
e
nc
yisKey


Ifyou'rerunning TVandradiocommercials,printadsandadirectmailcampaign,keepthemconsistent.


Use thesame announcerandmusicforyourcommercials.Printmaterials shoulduse thesame colorsand fonts.Usethesametagline.Youwanttokeepeverythingconsistentsoyourpotentialcustomersstart identifyingyourtagline,yourcolors,yourfont,yourannouncer,jingle-everything-thatrelatestoyour company'sadcampaign.


Freque
n
cy


Buying spacefor oneradiocommercialthatairs onceat4:30 inthemorningisn'tgoingtogetmuchofa


response.Youwantcommercialstohavealargerfrequencysoyoucan increaseyourchancesofhittingthattargetaudience.Ifyou'rerunningadirectmailcampaign,decidethefrequencyofyourmaterialsup front.Onceyousendyourinitialmaterials out,howmanytimeswillyousendoutfollowupmaterials? Knowtheanswersbeforeyoubegintohelpmaximizeyourstrategy'ssuccess.


Books


Whenallelsefails andyoustillrunintoquestions,thereareplentyofbooksyoucanusetogiveyou


guidance.Alsobeonthelookoutfortitlesthathavejustbeenreleasedsoyoucankeepon topofcurrent advertisingtrends.


6.Giveexamplesofgoodandbadadvertisements.


Anadvertisingcampaign
is aseriesofadvertisementmessagesthatsharea singleidea andthemewhichmakeupanintegratedmarketingcommunication(IMC).Advertisingcampaignsappearindifferent


mediaacrossaspecifictimeframe.


Thecriticalpartofmakinganadvertisingcampaignisdeterminingacampaigntheme
,asitsetsthetone


fortheindividualadvertisementsandotherformsofmarketingcommunicationsthatwillbeused.The campaignthemeisthecentralmessagethatwillbecommunicatedinthepromotionalactivities.


Good orbadwillbethis advertisementit’sanotherquestion.Itis difficulttoidentifywhich advertisementisgoodandwhichnot,becauseeveninthesurroundingsofpitchmentherearedisputes


aboutit.Onepeopleconsiderthemostimportantinadvertisementis thatitcouldselltheproduct,the othersmorecreativepersonsmake uselessfromthepointofsalesbutinterestingforpeople


advertisements.


From mypointofviewthegood examplesofadvertisementsit’sthe advertising ofalmostallperfumes.


Itis alwaysstylish,charming trailerwith goodselected music.ForexampletheadvertisementofChannel


№5withNicoleKidman.Itisshort,fascinated,low-pressuredadvertising.


Anothergoodexample ofadvertisementis classic advertising ofNewYearCoca-Cola. Itis good looking advertisement,funnywhichhelpsyoutofeelthe approachingofholiday.


10



Asforbadexamples,tomymind eachadvertisementinitstrailershouldcontainthe shortmessage ofthe theme ofthis or that advertising.Butthismessageshouldbe on theme,itshouldcontaintherightsense


oftheadvertising subject.ForexamplethetrailerofVanish.Attheendofadvertisementthereis a


phrase:“Pinkcolor,trustitandtherewillbenospots”.Whomshouldwetrust?Thecolororthefeature inthepinkpot?It’snotcorrectmessageoftheproduct.


U
n
i
t7.Cultures


1. Giveexamplesofcross-culturalissues.


2. Inwhatwayshouldculturalstereotypesbehandled?


3. Isthereadifferencebetweenculturesandsubcultures?


4. Explainthemeaning oftheterm‘culturalawareness’.Whyisitimportant?


5. Whatadvicewouldyougivetoa business visitorcoming to Italy,theUAE, toRussia?


1.Giveexamplesofcross-culturalissues.


Anindividual'sculturalbackgroundwillaffect thespecificwayinwhichheorsheseestheenvironment andalsohow theindividual mightshowhis orherfeelings,emotion,distress,orconflictinbehavior,


thoughtoraction.Therefore,culturewill influencetheexperienceof mentaldisorders andhowtheymightpresent.


Miscommunicationisthemostpopularexample ofcross-culturalissues.


Miscommunicationacrossculturallinesisusuallythemostimportantcauseofcross-culturalproblems.


Miscommunicationcanbecausedbyseveralproblems:


differencesinbodylanguageorgestures

.Thesamegesturecan havedifferentmeaningsindifferent


partsoftheworld.Forexample,Bulgariansshaketheirheadsupanddowntomeanno.Inaddition,the waypeoplecountontheirfingersisnotuniversal:TheChinesecountfromonetotenononehand,and eightisdisplayedbyextendingthethumbandthefingernexttoit.Thesamegestureisinterpretedas meaning twoinFranceandas pointingaguninNorth America.


differentmeanings forthesameword

.Likegestures,words canhavedifferentmeaningsorconnotationsindifferentpartsoftheworld.TheFrenchword"char"meansArmytankinFranceandcar inQuebec.Theword"exciting"hasdifferentconnotationsinBritishEnglishandinNorthAmerican English.WhileNorth American executives talkabout"exciting challenges"repeatedly,British


executivesusethiswordtodescribeonlychildren’sactivities(childrendoexcitingthingsinEngland,not executives).


differentassumptionsmadeinthesamesituation

.Thesameeventcanbeinterpretedmanydifferent ways dependingonwhereonecomesfrom.Forexample,althoughthesightofablackcatis considereda


luckyeventinBritain,itis considered unluckyinmany othercountriesparticularlyinRussia. Soinextremecases,miscommunicationcanleadtocasualties.


2
.In what way should cultural stereotypesbehandled?


Weusestereotypesinpartbecauseit’ssohardtotakeinallofthecomplicatedinformationaboutotherpeopleintheworld.It’s difficulttospendtheamountoftimenecessarytounderstandwhyorinwhat


differentways peoplebehave. Soinstead,welearnearlyinourlivestoacceptstereotypesofgroups,orindividuals.Wedevelopstereotypesnotjustforlarge cultures,but smallerones.


Stereotypes eliminatethechallengesofunderstanding peoplewhoare differentfromourselves;they supposedlygiveusageneraloverviewofwholegroupsofpeoplesoweknowwhattoexpectandhowto


act.Unfortunately,somany stereotypesareinaccurate(неточный)andareusedasamethodof scapegoating(козел отпущения),ortoseparate"their"behaviorfrom"my"behavior.Wedon’talways


agree with,orlikethe wayanothercultures behavebecauseitis different,andwe thereforeperceiveitas wrong,anddevelopnegative/uglydescriptions (stereotypes).Whenwehaveproblems with someoneofa


differentgroup,wetendtoidentifytheproblemashavingtodowiththegroup,ratherthanourselvesor thespecificperson.Sostereotypesdogetinthewayofhowwethinkandfeel.Itmakesus very


judgmentalaboutothersandunfortunatelyoftenerroneouslyso.Stereotypespreventusfromidentifying thefeelings thatarereallygo on insideofus.Withstereotypes,thebeliefwillremainthatsomeonedid


somethingtous,ratherthantheproblem,fear,orrigidity/closedthinkingbeingwithinourselves.When


11



we’restereotypingwegetcaughtupintheissueofthat’swhat"theydo",that’show"thosepeople"are,insteadofbeingintouchwithouractualfeelingsofhurt,confusion,beingslighted,left-out,anger,etc.


3
.Is thereadifference betweenculturesand subcultures?


Culturecanbedefinedasallthewaysoflifeincludingarts,beliefsandinstitutionsofapopulationthat arepasseddownfromgeneration togeneration.Culturehasbeencalled"the wayof lifeforanentire


society." Assuch,itincludes codesofmanners,dress,language,religion,rituals,norms ofbehaviorsuch aslawandmorality,and systems ofbeliefaswell astheart.


Variousdefinitionsofculturereflectdifferingtheoriesforunderstanding,orcriteriaforevaluating, humanactivity.


Asubculture
is aset ofpeoplewith aset ofbehaviorsandbeliefs,culture,whichcouldbedistinctor hidden,thatdifferentiatethemfromthelargerculturetowhichtheybelong.Ifthesubcultureis


characterizedbyasystematic oppositiontothedominantculture,thenitmaybedescribedasa counterculture.


Subcultures canbedistinctivebecause ofthe age,race, ethnicity,class,and/orgenderofthemembers.The qualitiesthatdetermineasubcultureasdistinctmaybe aesthetic, religious,political,sexualora


combination offactors.Members ofasubcultureoftensignaltheirmembershipthroughadistinctiveand symbolicuseofstyle, whichincludesfashions,mannerisms, andargot.


Thestudyofsubcultures oftenconsistsofthestudyofsymbolismattachedtoclothing,musicandothervisible affectations by members ofsubcultures, andalsothe waysinwhichthesesame symbols are interpretedbymembersofthedominantculture.


Sosubcultureitis thestreaminsidethemaincultureandtheyareconnected with eachotherin soorthatway.


4
.Explainthemeaningoftheterm‘culturalawareness’.Whyisitimportant?


CulturalAwareness
isdevelopingsensitivityandunderstandingofanotherethnicgroup.Awareness


extendstospecialfoods,manners ofdress,language,religious preferencesandobservances,and differencesincommunication styles.(Forexample,in someculturesitisimpolitetomakeeyecontact,especiallywith someoneyoudonot knowwell.)Toenhancethe qualityofthe visit,itishelpful tobe awareofculturaldifferencesandbesensitivetothosedifferences.


Culturalawarenessrecognisesthatweareallshapedbyourculturalbackground,whichinfluenceshow weinterprettheworldaroundus,perceiveourselves andrelateto otherpeople.Youdon’tneedtobean expertineverycultureorhavealltheanswerstobeculturallyaware; rather,culturalawarenesshelpsyoutoexploreculturalissueswithyour recipientsmoresensitively.


Informationaboutspecificculturalpracticeswillhelptoincreaseyourculturalknowledgebyproviding anoverviewofculturalcharacteristicsandissues.However,itisalwaysimportanttoidentifyindividual needsandpreferences andrememberthatnoindividualcanbereducedtoa setofcultural norms.


Withinanyculture,peoples’values,behaviourandbeliefs canvaryenormously.Differencesmayoccur due to time ofarrival inAustralia,length ofsettlement,socio-economicbackground,level ofeducation,


wayof life,identification withculturalandreligiousbackground,anddifferentlife experiences. KeyConsiderations


·Beawareofyourownculturalinfluences.


·Beawareofjudgingotherpeople'sbehaviourandbeliefsaccordingtothestandardsofyourown


culture.


·Beawareofmakingassumptionsaboutculturalinfluences andapplyinggeneralisationsto


individuals.


·Understandthat thebehaviourandbeliefs ofpeoplewithineachculturecanvaryconsiderably.


·Understandthat theextenttowhichpeopleadopt practicesoftheirnewcountryandretainthosefromtheirculturalbackgroundcan varywithincommunities,evenwithinfamilies.


·Understandthatnotallpeopleidentifywiththeirculturalorreligiousbackground.


·Increaseyourknowledgeaboutdifferentculturalpracticesandissues throughculturalbackground


informationsessionsand/orresourcesandculturalawarenesstraining.


·Understandtheimportanceofappropriatecommunication.


5
.Whatadvicewould yougive toabusinessvisitorcomingtoItaly,theUAE,toRussia?


12



I

t

aly


LivelyconversationiscommoninItaly.WelcometopicsofconversationincludeItalianarchitecture,art


andfilms,sports(especiallyfootball),operaandpraisingthehospitalityofthe country.Itis besttoavoid


criticizing Italianculture,evenifyourItaliancounterpartsaredoingso.Don’tgiveabusiness giftuntilyoureceiveone. Yourgiftshouldbea wellknownbrandname. giftsofalcoholor craftsfrom your countryareoftengoodchoices.Otherpossiblegiftsarefinepens,aframedprintorpicture,silverkey ringsorcalculators.Avoidgiving gifts showingyourcompany’slogo.Hospitalityplays akeyrolein Italianbusiness culture.Regardlessofhowyoufeel,refusing aninvitation ofanykindmaygiveoffence.Thebusiness breakfastis almostunheard of.Rareexceptionsmaybefoundinthemajorcities.Business dinnersinvolveonlyasmall,exclusivegroup. Ifyou arethehost,checkwithyourItaliancontactbeforemaking anyinvitations.Lunchis stillthemainmealofthedayinmostareasofthecountry.Itis usually servedafter12:30p.m.andoftenhasmanycourses.


United

A

r

ab

Em

i

r

ates


Thehostsusuallyset thesubjectofconversation.Theywillnormallybeginwithpoliteenquiries(Howareyou?Howareyouenjoyingyourvisit?etc.). Ifothers arrivedbeforeyou,yourhostswilloftentell


youthesubjectofthepreviousconversationandinviteyoutocontribute.GivinggiftsintheUAEismore complexthaninothercountries.Thisispartlybecause ofthemixture ofnationalities:eachnationality


has differenttastes andcustoms.Also,nearlyeverything canbepurchasedintheUAElessexpensively thanelsewhereintheworld.As agestureofrespect,yourhostislikelyto openandcarefullyexamine


yourgiftinyourpresence.Itisimportantthatyourgiftis thebestyoucanaffordtoavoid embarrassment.Sharingamealis consideredthebestwayforpeopletogettoknowoneanother.Locals


oftenentertainathomebut theywillacceptaforeigner'sinvitation toahotelorrestaurant.Hospitalityin theUAEisveryimportantbutshouldnotbeinterpretedasfuturecommercialsuccess. Therearelocal


customs tobeawareof,forexample,itis consideredbadmanners toeithereatoroffersomething withthelefthand.


Russia


Obtaining
anappointmentcanbeatremendouschallenge,sopersistenceandpatienceareessential.Once


yourappointmentisscheduled,doeverythingyoucantoavoidcancellation.


Whenmaking appointments,besuretoschedulethem farinadvance.Itwillalsobeinyourbestinterests


toconfirmanyappointmentseveraltimes,asthescheduleddateapproaches.


TheRussiandaybeginsearly,butitcanbe difficulttoforeseewhenallotherdailyactivitieswillbegin


andend.Schedulesareconstantly subjecttochange,oftenat thelastminute.Any visitorshouldstrivetobepunctual,butatthesametimeflexible.


Alwaysbepunctual,butdonotbesurprisedifyourRussiancontactsarenot.Itisnotunusual fora


Russiantobeoneortwohourslateforanappointment.Generally,themoreimportantthemeetingisfor


yourRussiancounterparts,themorepunctualtheywillbe.Allowplentyoftimeforeachappointment. Notonlymayappointmentsstartlate,theymaylastfarlongerthanoriginallyplanned.


Business hours aregenerally from9:00 a.m.to5:00p.m.,MondaythroughFriday.


ThereisanoldRussianproverb
--"theymeetyoudependingonhowyou'redressedandtheysaygood


byedependingonhowwiseyouseem."


Nowadays,Russianbusinesspeoplepayalotofattentiontohowtheyaredressed.Russianpeoplein


general probablyspendmoremoneyfromtheirfamilybudgetonclothing thenanyothernationin the world.


Thosewhocan'taffordtobuytopfashionbrandclothing(suchasVersace,Armani,Gucci,CalvinKlein orHugoBoss)prefertobedressedincheaperbutstillwellmadesuitsratherthanwearthefakeproducts


widelyavailableinnumerousmarketsacrossthecountry.


Ifyou'reaman,yourbestbetwillbetowearasuitandtie(make surenot towearthesameonesevery


day)forallyourmeetings,whetherit'sinanofficeor restaurant.Darkcolours andwhiteshirtsareonlyforspecialocasions.Otherwise,choosetonesinlightblue,gray,orbrown.


Visitorsshould
trytospeakinacalm,moderate, toneofvoiceatalltimes.


Usually,yourRussiancolleagueswillbedelightedifyoumaketheefforttospeakevenafew sentences


oftheirlanguage.Nevertheless,ifyourRussian partyspeaksyourlanguge,yourdecisiontospeak


Russianmaycauseconfusion(e.g.--theymightthinkthattheirEnglishisnotgoodenough).


13



Russiansaresometimesverycarefulaboutwhattheysay,andmayreverttospeakingmetaphorically,symbolically,andperhaps evencryptically.Consequently,thereis a great dealofrelianceon nonverbalcommunication.Atothertimes,however,theycan be extremelyfrank;italldependson the situation. WhenaRussiantouchesanotherperson duringconversation,itis usuallyasign ofconfidence.


YouwillsometimesfindtheRussianstobeenthusiasticaboutdiscussingpoliticsandthechallengesof


livinginRussia.Participatinginthiskind ofdiscussionandexpressingyourviews(eveniftheyare opposite)ismorewelcome thanjustbeingan activelistener.


BringingupthesubjectofRussiancultureandhistorycanbeanappreciatedgesture.Russiansare extremelyeducated--sodon'tbesurprisediftheystarttotalkaboutthehistory(morelikelythanculture)


ofyourowncountry.Beprepared.


Personalquestions arebestavoided,although youmaybesubjecttotheseinquiries.Maketheeffort to


answerthesequestions asbestasyouarewilling to allow,sinceyourRussiancompanionsmaypressyoufordetails.


Thereis tremendous affectionforchildreninthis culture;ifyouareaparent,showingphotographs of yourchildrencanbeaneffectivewayofbuilding good will.


Inconversation,itcanbepermissibleto discussyourfeelingsandhopesforthefuture.Sometimes,your


Russiancompanionswillbefarmoreinterestedinthepersonalsideofyourcharacterthanyourbusiness


agenda.


WelcomeTopicsofConversation
thechangestakingplaceinRussiacurrentevents


WorldWarII


economicdifficulties


positivecontrastsandcomparisonsbetweenRussiaandyourcountry[letyourRussiancompanionsbring upthissubjectfirst]


books films


TopicstoAvoid
complaintsaboutRussiatheHolocaust


theCzarandthemonarchy


ethnicminorities religion


comparing/contrastingRussiatootherdevelopingcountries comparing/contrastingMoscowandSaintPetersburg


Generallyspeaking
,Russianstakepleasureingivingandreceiving gifts.Besuretobringanassortment ofgifts,sothatyouwillalwayshavesomethingappropriatetogive.


Cheapergiftsdonothavetobewrapped,whilemoreexpensive onesshouldbe.


Giftsforchildrenareusuallyopenedinprivate,while giftsforadultsaregenerallyopenedinthe


presenceofothers.Ifyourgiftwas ahit,youwillhearmany'thank-yous.'


Russiansspendalot ofmoneyon gifts.Avoidgivinggiftssuchaspencils,pens,lighters(unless theyare


expensiveones),cheapwineorvodka,notebooks,etc.


WheninvitedtoaRussianhome,bring agiftofchocolates,dessertitems,goodwine,orotheralcohol


[trytoselectsomethingotherthanvodka,whichiswidelyavailable].


Bringingabouquetofflowers(nottooexpensivethough)forwomenyouarevisiting(doesn'treally matterhowmanyofthemareinthefamilyyou'revisiting)is agood idea.Makesureyouhaveanoddnumberof flowers.Evennumbers usuallyareforfunerals.


Ap
p
r
ecia
t
e
dGifts


wineorotheralcohol[trytoselectsomethingotherthanvodka]


finechocolates[wheninvitedtoahome]


afooditemthatisscarce towels


cameras watches


14



perfume,cologne[asathank-youforanovernightstay]


clothing[asathank-youforanovernightstay]


U
n
i
t 8. Employment


1. Howdopersonnelmanagersactintheircompanies?Whataretheirresponsibilities?


2. Whatis thewaytheprofessionalpeoplecanmakealivingiftheyweremaderedundant?


3. Howcanorganizationsretainhigh-performers?


4. Whatshouldyourememberaboutwhileattendingajobinterview?


1.Howdopersonnelmanagersactintheircompanies?Whataretheirresponsibilities?


Theyactmoreas facilitators forotherdepartments:theydeal withrecruitmentinconjunction with


departmentmanagers,theyadministerpaymentsystemsintandemwithaccounts.Theymaybe responsibleforprovidingtraining,inindustrialrelations theyareinvolvedincomplaints anddisputes procedures.Theyhavetobreakthenewswhenpeoplearedismissed.


Personnelmanagersmaybeinvolvedinactions toeliminateracialandsexualdiscriminationinhiring


andpromotionandtofightharassmentintheworkplace:bullyingandsexualharassment.Theycreate remunerationsystems(schemesofrewards)inordertoincreasemotivation.


2.Whatisthewaytheprofessionalpeoplecanmakealivingiftheyweremaderedundant?
Peoplewhoaremaderedundantshouldtrytofindanotherjob.Organizationwhichmakesredundancy oftentrytohelptheirex-employeesandsometimesHRspecialistsofferoutplacementservices.Theyorganizemeetingsforjob-seekers withpotentialemployers.


Professionalpeoplewhoaremaderedundantcanmakealivingasfreelancers,orportfolioworkers,


workingforanumberofclients.


3.Howcanorganizationsretainhigh-performers?


Moneyremainsanimportantmotivatorbutinpracticehigh performers tendtothinkthatitgoeswithout


sayingthattheymustgetagoodfinancialpackage.


Empowermentis anotherimportantmotivatingforce.Ahigh performerwantstofeelthatheorshe


“owns”aproject.


High performers trytodevelop theirskills sothat’s whyworkneedsto bevariedandtimeshouldbe


availableforcreativethinkingand developingnewskills.


Above all,high performers –especially iftheyareyoung– wanttofeelthat organization theyworkfor


regardsthemasspecial.Iftheyfindthatcompanyisn’tinterestedinthemaspeoplebutonlyashigh- performingcommoditiestheywillleavetheirposition.


4.Whatshouldyourememberaboutwhileattendingajobinterview?


Interviewisagoodopportunityforyoutoevaluatethecompany.Goodpreparationforinterviewisakey to success.It’s veryimportanttobringextracopiesofyourCVandtypedlistofreferences.Tomymind


itis veryimportanttofindout asmuchasyoucanaboutyouremployers andthebusiness theyarein. Alsopreparingfortheinterviewthinkaboutyourarrivingatleast15minutesearly.Itisveryimportant


tothinkaboutyourappearanceanddressbeforeinterview.Ofcourseweprefertobehiredbecauseofour skills andabilities,notbecause ofourdress.Butlikeitornotappearanceisimportantanditcreates


image.Yourappearancecanexpressmotivationandprofessionalism.


Ithinkthatit’sveryimportantnottocriticizeyourpreviousemployers.It’spossibletoexplainyour


leavingsayingthatyoudidn’tthinkthatyoucoulduseallofyourabilitiesandskills.Duringthe interviewit’simportanttoexplainwhyyouwouldliketoworkforthiscompanyemphasizing allthe thingsinyourpreviousexperiencethatyouthinkwillbeusefulinthenewjob.It’s importanttorelaxandbeyourself,lookattheinterviewerwhenhe orsheasksyouquestionsandshowgreatinterestinthejob.


U
n
i
t9. Trade


1. Whatarethelatesttrendsininternationaltrade?


15



2. Whydomanycountriesargueforprotectionistmeasuresfortheirindustries?Howdotheydothat?


3. Whatisthemajorconcernininternationaltradeandhowtodealwithit?


4. Whatdoyouknowabout“fairtrade”?


1.Whatarethelatesttrendsininternationaltrade?


Industrialization,globalization,multinational corporations,andoutsourcingarethelatesttrendsin


internationaltrade.Globalizationistheprocessenablingfinancialandinvestmentmarketstooperate internationally,largelyasaresultofderegulationandimprovedcommunications.Itistheemergence sincethe1980sofasingleworldmarketdominatedby multinationalcompanies,leadingtoadiminishing capacityfornationalgovernments tocontroltheireconomies.Consequencesofglobalization: globalizationincreases competitionamongcompanies,globalizationimprovesinternational communicationandunderstanding,tradeliberalization-tradebarriersbecomelower,shippingcosts decrease(costsonsendingordeliverygoods),globalizationdamageslocalgoods,servicesandcultures, ecologicalproblems.


2.Whydomanycountriesargueforprotectionistmeasuresfortheirindustries?Howdotheydo that?


Protectionism
isnolongertheorderoftheday inmostplaces;evenifsomedevelopingcountriesargue


that protectionistmeasures arethewaytogettheireconomiesgoing,theyavoidusing theterm.Tradenegotiationsarewell-knownfortheirepiceleventh-hournegotiatingsessions,whereindividualnations argueforwhat theyseeastheirspecificinterests.Countriesargueforprotection oftheirstrategic industries,onestheyconsidervitaltofutureprosperitysuchastheelectronicsindustryinthedeveloped world.Alessdevelopedcountry beginning carassemblymightwanttoprotectitasaninfantindustry. Europeanfarmersarguefortheirsubsidies,wheregovernmentsguaranteefarmersahigherpricethan theywouldnormallygel,makingithardfordevelopingnationstocompeteinagriculturalproducts.The Frenchargueforculturalprotection,pointingouttheuniquenessoftheirfilm industryandwinning restrictions,orquotas,onthenumberofHollywoodproductsthatEuropeimports.


3.Whatisthemajorconcernininternationaltradeandhowtodealwithit?


Onemajorconcern
ininternationaltradebetweensmallercompaniesis payment.Theexporterwantsto


besureaboutgettingpaidandtheimporterwantstobesureofgettingthegoods.Acommonsolutionis theletterofcredit,whereabankguaranteespaymenttotheexporter'sbankonceitreceivestherelated shippingdocuments,includingthecleanbillsoflading,showingthegoodshavebeenshippedwithout damageorotherproblems.ShippingtermslikeCIF,orCarriageinsurancefreight,wheretheexporter paysforinsuranceofgoodswhiletheyarebeingtransported,arepartofthestandardincotermsdefined bytheInternationalChamberofCommerce.Theseterms areusedin standardcontractsthat formthe basis,with adaptations,formostinternational tradecontracts.


4.Whatdoyouknowabout“fairtrade”?


Fairtrade
isanorganizedsocialmovementandmarket-basedapproachtoalleviatingglobalpovertyand


promotingsustainability.Themovementadvocatesthepaymentofafairpriceas wellas socialand environmentalstandardsinareasrelatedtotheproductionofawidevarietyofgoods.Itfocusesin particularonexportsfromdevelopingcountriestodevelopedcountries,mostnotablyhandicrafts,coffee, cocoa,sugar, tea, bananas,honey,cotton,wine,freshfruit,andso on.Fairtrade's strategicintentis to deliberatelyworkwithmarginalizedproducersandworkersinordertohelpthemmovefromapositionofvulnerabilitytosecurityandeconomicself-sufficiency.Italsoaims atempoweringthemtobecome stakeholdersintheirownorganizations andactivelyplaya widerroleinthe global arena toachieve greater equityininternationaltrade.


U
n
it 10.Quality


1. Whatis TQM?Whatdoesitinvolve?(kanban, justintimemanufacturing, kaizen)


16



2. WhatisBPR?Whatisitsconcept?Whatisbenchmarking?


3. Whichfeaturesexpresstheideaofqualityinthebestway?Why?


4. Howcanmanufacturersguaranteeproductquality?


1.WhatisTQM?Whatdoesitinvolve?(kanban, justintimemanufacturing,kaizen)


TotalqualitymanagementorTQMwasawatchwordofthe1980s.Thisofteninvolvedemployee


participation,withqualitycirclesofworkersencouragedtosuggestwaysofmakingthingsinbetter ways,Itwas associatedwith aninflux ofotherJapaneseideas,suchasthe kanbansystemofjust-in-time manufacturingorleanmanufacturing,where partsare onlymade andsuppliedwhentheyareneeded,so thatinventories (stocks) ofparts and theneedto financeand storethemareeliminated.A relatedobjectiveisthatofzerodefects,wherethingsaremaderightfirsttime,eliminatingtheneedfor inspectionandreworking.Allthisispartofkaizen:strivingforcontinuousimprovement.


2.WhatisBPR?Whatisitsconcept?Whatisbenchmarking?


TQMgavewayinthe19905tobusinessprocessre-engineeringorBPR,whencompaniesweretoldby theirconsultantsnotjusttotinkerinapiecemealwaywithhowgoodsorservicesareproducedbutto


abolisheverything andtostartagainfromscratch.Theconcept ofleannesswas nowalsoappliedto reducingthenumberofmanagementlayers,andalotofmiddlemanagerslost theirjobs.


Itwasalsointheninetiesthatbenchmarking emerged:theideathatafirmshouldseewhichcompanyperformedaparticulartaskbest,andmodeltheirperformanceonthisbestpractice.


3.Whichfeaturesexpresstheideaofqualityinthebestway?Why?


Tomymindsuchfeaturesofproducts(orservices)asvalueformoney,reliability,durabilityexpressthe ideaofqualityinthebestway.It’sveryimportantforcustomertobesurethathepaysmoneynotonly forbrandbutforqualityofproduct(orservice).WhenIbuysomethingIpaymuchattentiontosuch featuresasafter-salesserviceandguarantee.Ifproducercanprovideitscustomers withlong-continued guaranteeandgoodafter-salesserviceitcanmakenodoubtthatithasa goodcompetitiveadvantage.


4.Howcanmanufacturersguaranteeproductquality?


TheyapplyforthecertificationoftheInternationalOrganizationforStandardizationinordertoreassure theircustomers.Theyprovidecustomerswithlong-continuedguaranteeinordertoreassurethemin product’sdurability.Andofcoursegoodcompanieswhichtakecareoftheircustomersprovidethem withgoodafter-salesservice.


U
n
i
t11.Ethics


1. Whatisthepurposeofanybusiness?Isitjusttomakemoney?


2. Why iscorruptionmorecommon in somecountriesthan inothers?Whataretheconsequencesofit?


3. Whichareasofbusinessdonotgiveenoughinformationaboutsocialandenvironmental matters?


4. Howdocompanies dealwithdifferentethicalissues?


1.Whatisthepurposeofanybusiness?Isitjusttomakemoney?


Frommypointofview“moneymaking”isnottheonlyonepurposeofthecommercialcompanies.Any


business wouldliketo obtaintherecognition oftheircustomers andeventheircompetitors. So,themain functionofanyorganizationistomakelivesofitscustomerseasier.Inotherwords,organizationsshould clearlydefinedresponsibilitiestowardsits"clients".


Alltheissuesmentionedabovearecontainedinorganisation’smissionstatement.Sothatmission


statementis abriefstatementofthepurposeofthecompany.Companiessometimes usetheirmission statementasanadvertising slogan,but theintention ofamission statementis tokeepmembers andusers


17



awareoftheorganization'spurpose.(Example-"Organizetheworld'sinformationandmakeituniversally accessibleanduseful."—Google)


2.Whyiscorruptionmorecommon insomecountriesthaninothers?Whataretheconsequences ofit?


Tomyminditdependsontwofactors:thegrowthofinternationaltradeandthebusinessandthe economicchangesthathave takenplaceinmanycountriesandespeciallyintheeconomiesintransition.


Thus,countries whereis highconcentrationofmoneyandopportunities arepronetodifferentformsofcorruption.Representativeexampleofsuchcountry canbeRussia.


Consequences:


-Reducingpublicsectorwages


-Dissatisfaction with standardofliving


-highlevelofbureaucracy


3
.Whichareasofbusinessdonotgiveenoughinformationaboutsocialandenvironmental matters?


Everyyearmoreandmorecompaniesareblamedforgivingalackofinformationaboutsocialand environmentalissues.Inotherwords,whenwetalkabouthowtomakeaprofit,onlyminoritythinking


aboutpollution,socialenvironment,ethicetc.Forexample,factories,producingmanufacturedgoods, don’tpayenoughattention toharmtheycausetoenvironmentandsavemoneyonfilters.Thefood


industryisblamedforobesity.Mobilephoneoperatorsarechallengedtoprotectteenagersfromonline pornography.Recordcompaniesareattackedwhentheysuemusic-loversforsharingillegalfileson the


Internet.Fortunately,nowmorecompaniestakeintoconsiderationenvironmentalandsocialissuesand takeactionastheyregularlyfacerealorpotentialthreattotheirreputation.Now100oftheFTSE250


coverenvironmental,socialandethicalissues.


4.Howdocompaniesdealwithdifferentethicalissues?


Allbusinessesincreasinglywanttobe perceivedasgood citizens.Differenttypes ofbusinessface


differentethicalissues:


•Financialinstitutionstrytopreventinsider tradingbyerectingnotionalbarrierscalledChinesewalls


betweendifferentdepartments(forexample,topreventsomeoneinsharetradingfromdiscoveringfrom themergersdepartmentthataparticularcompanyisinvolvedinmergertalksand thatitsshareprice willsoonrise).


•Companiessellingpersonalfinancepromisetoensurethatclientsaresoldappropriateproductsfortheir


needs,and thusavoidmisselling.


•Manufacturers claimthat theirproductsaregreenorenvironmentallyfriendlyinall stages oftheir


production,useanddisposal.


•Cosmeticscompaniessaythattheirproductsarenottestedonanimals.


•Clothingcompaniesclaimtotradefairlyandthattheirproductsarenotmadeinsweatshopspaying subsistencewagesandusingchildlabour.


U
n
i
t 12.Leadership


1. Whydocompaniesincreasinglynurturetheirpotentialleaders?


2. Whatmakesagoodleader? Whatarethedifferencesbetweenmenandwomenleaders?


3. Whatisthe differencebetweenamanagerandaleader?


4. Aretheleadersbornoremade?


1.Whydocompaniesincreasinglynurturetheirpotentialleaders?


Companiesareincreasinglythinkingabouthow tonurturetheirleaders. Forexample,inUS corporate


governancehasbecomeakeyissuewithshareholders.Thehaverejected theprevious cosyarrangments,wheredirectorsappointedpeopletheyknew,to theboard, andnowdemandmuchgeaterscrutinyoverwhois chosenandhow.Itmeans thatleadershouldhave theempowermentandcharismatomotivateto


18



othersinthe achievementofthegoals,but their qualitiescannotbeseeninisolation.Theremustbe the rightchemistrybetweentheleaderandothertoppeople,andtheymusthavetherightmixof complementaryskills. IfyourCEOleaves aftersixmonthsinthejob,perhaps,afterwhat the papersdescribesas“irreconcilabledifferences”,orasaboardroombattle,thecompanyandtheperceptionofit willsuffer,andso,probably,willitsshareprice.Bythetimeyoufindanotherone,twoorthreeyearsmayhavebeenlost,aneternityin strategicterms.That’s why nurturingleadersis anextremlysensitivetask.


2.Whatmakesagoodleader? Whatarethedifferencesbetweenmenandwomenleaders?
a)Aneffectiveleaderisbynatureaself-confidentpersonwhohasthecouragetoovercomedoubts, uncertainties andfearswhilebeingupbeatevenbeyondofhim/herpersonallimitations,business constraints,oddappreciations andenvyofco-workers.Leadershouldbecharismatic,humble,decisive,motivating,opportunistic,sometimesunpredictable.


b)There arelotofstereotypesaboutdifferencesinhowmenandwomenwork.Mostpeople donotacceptwomenasbossesbecause theythink theyhaveaweakcharacter.Womenaremore relationshiporiented


atworkthanmen.Theyarealsousinganeasierandamorestraightforwardlanguage comparedwithmen.Thelanguage ofwomenis alsomoreemotional andflowery.So,whena womanis aheadofthe


companyit’smorelikelythatintheorganization there’llbethefeelingof“togetherness” andeven informalityand thelack of hierarchy.Itmakes theemployeesfeelprotected and work in


cosy/comfortableconditionswhichwillstimulatetheir efficiency.


Asfarasmenconcerned,theyare, asa rule, are physicallyandemotionallystrongerthanwomen.


Usuallyithelpstokeepsituation undercontrol.Mostofthetime,menarethebreadwinners.Theyworkreallyseriouslyand seethe world asitreally is-itis perfectleadership quality;therefore,menmakecorrectdecisionsquickly.


Butweshouldn’tforgetthatitisourpersonalitythatmakesuscompetent,notourgender.


3.Whatisthedifferencebetweenamanagerandaleader?


1) Firstofall,leadershipis apersonalitytraitwhereasmanageris ajob title.


2)Aleaderisaninspirational,passionateandproactiveprofessional whodueto his/hertalentis a


benchmarktootherco-workers, whowantsucceedlikethem andlearntobeinfluentialinthe enterprise’s framework.Aleaderhasthewillingnesstofeelhim/herencouragedandfaceproactivelyanykindof situationneverthelessoftheriskandcostinvolved.Additionally,atrueleaderhasnomatterhow challengingandtoughthesecouldbe.


Amanagerisanoperationaland/orfunctionaldrivenprofessionalwhosefocusisorientedtoensure operationalexcellenceinthoseoperationalissues,financialperformance,talentmanagementand marketingstrategiesrelevanttohis/hermanagerialfunction.


Managerstendtobereactive,blendinwiththeenvironment,keepthefuturethesameasthepresent,


maintainimage,keepwhattheyhave,andnotalwayscomfortablebeingaccountableforthe responsibilitiestheywield.


3) Some differences:


- Managers workinginthesystemandleadersworkingonthesystem;


-Managersreduceweaknessesandleadersamplifystrengths;


But, bothofthemworkingonprogress, on company’s prosperity. So,youneedboth.Botharerequired foreffectivecorporategrowth.


4.Aretheleadersbornoremade?


Ibelieve thatnothinginourlife comeseasily.Ifyou wanttoachieve smthsignificant,becomea


founderofanorganization,leadernotonlyofyourcompany,butofthepublicopinion,youshould make


great efforts.So,from mypointofview, leaders aremade ratherthanborn.But it’sundoubtfullythatleadershipis amatterofpersonality. To becomeleaderyoushould possess charisma andotherabove mentionedcharacteristics.


U
n
it 13. Innovation


19



1. Whatis themain roleofR&D?


2. Whydodifferentindustrieshavedifferentlead-times?


3. Whatmaythelaunchofanewproductinvolve?


4. Howis Procter&Gamblerbetterthanitscompetitorsinterms ofinnovation?


1.WhatisthemainroleofR&D?


ThemainroleofResearchandDevelopmentdepartmentis provisionofresultsofscientific researchin


ordertodevelopnewproductsandimproveexistingones.Forexampletheinitialideaforacarwillbe


turnedintoaseriesofprototypesandtested.Insoftwaredevelopment,thefinal'prototype'isthebeta version,whichisbeta-tested.Pharmaceuticalgothroughaseriesoftrials.


2
.Whydodifferentindustrieshavedifferentlead-times?


Differentindustrieshavedifferentlead-times,thetimebetweenconceptionandproductlaunch;anew drugmighttake10or15yearstodevelop. Inconsumergoods,marketresearchwillbeakeypartofthe developmentprocess,withfocusgroups:smallgroupsrepresentingcross-sections ofconsumerstalking


abouttheirreactions toproposeddesigns,andconsumersurveys.Aftermarketresearchtherecanbetrialrun ofproducts. After that therecan be researches ofconsumer’s reactions onthis product, researches of sales.Soallresearchesrequiredifferentperiodoftimefordifferentproducts.


3.Whatmaythelaunchofanewproductinvolve?


Thelaunchofanewproductmightinvolveanational,internationalorglobal rollout.Awell-oiledpublic


relationsmachinewillhavepreparedthewayforthenewproductbygettingtherequiredmedia


coverage,wherethetermsleadingedgeandstateoftheartwillperhapsappear.Anyteethingproblems willhopefullybeironedoutduringdevelopmentratherthanafterthelaunch.Theultimatenightmareis whenacompanyhastorecallproductsbecauseofdesigndefects.Thecoveragethismightgetistheleast welcomeimaginable.


4.HowisProcter&Gamblerbetterthanitscompetitorsintermsofinnovation?


AccordingtoLafley,theCEOofP&G,organicgrowth strengthens acompany’sabilitytoinnovate.


Organicgrowth–meaninggrowthfromcorebusinesses.Lafleyhasamodelforinnovatinginabig company:


1.One-on-oneconsumerresearch–marketersmustspendlotsoftimewithconsumersintheirhomes,watchingthewaystheyweartheir clothesandaskingthemabouttheirhabitsandfrustration.


2.Getemployeestoexchangeideas– employeesfromninecountriespostproblemsonaninternal website.CEOevaluatestheideasofemployeesandpresentsthebestfindingseachyear.


3.Stoptestingsomuch–Onecannotbut agreewith factthat puttingouta productcan'tbewithouttest-marketing.Butit’snecessarytoreduceproductlaunchtimefromlaboratorytoroll-out.


4. Givedesignersmorepower–it’snecessarythatdesigners wouldbeinvolvedinallaspectsofproduct development.


5.Knowwhatnot to do– accordingtoLafley,it’simpossibletoofferfatbonusesforinnovation ortohirestarsfromoutside.Managerswhofailtoshareideas simplydonotgetpromoted.


U
n
it 14.Competition


1. Whatarethemostcommoncompetitionpractices?


2. Whatis MichaelPorter’smodelofcompetitors’types?


3. Whyis Nokianolongertheleaderinthemobile phonemarket?


4. Whyaresomeproductsunsuitableforforeignmarkets?


1.Whatarethemostcommoncompetitionpractices?


Competition betweencompaniescan betough,aggressive,evenferocious or cut-throat.Firmsmay


accuse eachotherofusingunfairmethods suchasdumping,wherea competitor(usuallyforeign)sells


productsforlessthanwhattheycosttoproduce,oratlessthanthepricechargedinthehomemarket. Firmsdumpinordertobuildmarketshareandrecouptheirlosseslaterwhen,havingestablished


20



themselves tobenefitfromeconomiesofscale (producinginlargerquantitiessothatthe costofeachunit goesdown),theyareabletochargemarketpriceswithahealthyprofitmarginoneachunitsold.Competition canalsobegentlemanlyorevencosy,socosythatcompaniesmaybe accusedofforming a carteltoagreeonpricesinapricefixingarrangement.Theymaythenbeinvestigatedbyagovernment departmentthatlooksintounfairtradingpractices.


Competitorsmayalsoenterintootherperfectlylegitimateformsofcooperation,suchasjointventures forspecificprojects.Theymayeventalkaboutstrategic alliances.But likemergers,these cangoawryandleadtorecriminationbetweentheerstwhilepartners.


2.WhatisMichaelPorter’smodelofcompetitors’types?


MichaelPorter'smodelcontaining:


•cost-leaders,whoare low-costproducers with abroadscopeandcostadvantage,appealing tomany


industrysegments(manygroupsofbuyerswithdifferentneeds)


•differentiators,whoappealtobuyerswhoarelookingforparticularproductattributes


(characteristics)andpositionthemselvesasthemostabletomeetthoseneeds


•focussers,whoconcentrateononeparticularsegmentandtrytofindcompetitiveadvantageby


satisfying theneeds ofbuyersinthatsegmentbetterthananyone else.Focussers are,ineffect,nichers.These are the available choices,accordingtoPorter,that acommercialorganisationhasifitwantsto competeeffectively,andnotget'stuckinthemiddle'.


3.WhyisNokianolongertheleaderinthemobilephonemarket?


AlthoughNokia'sshareoftheglobalmarketformobilehandsetsismorethancompetitor’sshare,but


Samsunghasmomentum.Samsung's cameraphones,with twistingflip-upscreens thatallowuserstotake, sendanddisplayphotosquicklyandeasily,arehot;Nokia's arenot. Thehigh endofthemarket- phonesthatretailfor$300ormoreintheUS-isnolongerNokia's. Samsungmakestheexpensive cameraphonethatayoungconsumerwantstohave.Design shouldbeNokia's strength,sinceitovertook Motorolabyturninghandsetsintohandsomeanddesirableconsumergoods,ratherthantechnological objects.But initsrecentmodels,Nokiaforgotthefirstrule ofmodernistdesign -that formfollowsfunction.Instead,ithasplacedmostemphasis on makingitshandsetscolourful andzappy,with snap-oncovers.AndofcoursethemainNokia’s disadvantageis sizeofhandsets.Itis ratherbigincomparisonwithSamsung.


Samsunghasmainadvantage–itis thefactthatitis willingtopayhigh pricesfordevelopmentnew


electronicdevices.


4
.Whyaresomeproductsunsuitablefor foreignmarkets?


Nowadaysmanynewhightechproductsappearonworldmarket.Producersoftheseproductstryto


distributethemintodifferentcountriesinordertoincreaseprofitsbuttheydonottakeforeignconditions


andtraditionsintoaccount.ForexampleJapanese robot-toys.IntheRussianmarketsuchtoyshaven’t greatdemand.Maybebecauseofratherhighprice.ButalsomaybebecauseofRussianmentality,habits


–weliketocommunicatenotwithrobotpetsbutwithalivepets.


21



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