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one. /MARKETING AND MANAGEMENT.doctor ii. /Документ Microsoft Word.medico

Marketing and management keynotes The various activities of the marketing procedure are referred to as the marketing mix Marketing

MARKETING AND Direction

Keynotes

The various activities of the marketing process are referred to as the marketing mix and traditionally include the four Ps:

product (characteristics and features)

toll (appropriate market price)

promotion (communicating the product's benefits)

place (distribution of the production in markets).

In order to gain a competitive advantage over rivals, companies create brands that represent aspirations and a desirable epitome of life that the customer would like to identify with.

1. 
   What is marketing?
   

Marketing is in many ways the central activity in concern direction. In commercial organizations, marketing is 'everybody's business.'

Marketing is the term given to all the different activities intended to make and attract a profitable demand for a production. This involves:

• 
  identifying consumer needs and wants in social club to develop the product
  
• 
  setting the price
  
• 
  deciding on the all-time place to sell the product
  
• 
  deciding on how best to promote the product
  

These four factors are often referred to as ' The four Ps' . These are special techniques used to market place a brand.

Product (or service): what you lot sell, and the variety or range of product you sell. This includes the quality (how good it is), branding, and reputation (the stance the consumers have) of the product. For a service, support for the client later on the buy is important. For example, travel insurance is frequently sold with access to a telephone helpline in case of emergency.

Toll: how much the product or service costs.

Place: where y'all sell the product or service. This ways the location of your store, or outlet, or the accessibility of your service – how easy it is to access.

Promotion: how you tell consumers virtually the product or service.

Today some marketers talk about an additional four Ps:

People: how your staff (or employees), are dissimilar from those in a competitor'south organisation, and how your clients are different from your competitor's clients.

Physical presence: how your shop or website looks.

Process: how your product is built and delivered, or how your service is sold, delivered and accessed.

Physical evidence: how your service becomes tangible.

For case, tickets, policies and brochures create something the customers can touch and concur.

Reading i

1 Before you starting time: What is marketing? Why is it important?

two Read the article near marketing. Friction match the questions (1-6) with the paragraphs (a-f).

1-How do I meet my objectives?

2-What do I want to achieve?

3-What is marketing?

4-How do I communicate my message?

v-How do I find out this information?

6-What do I need to know?

Marketing

1. 
   Marketing is finding out nigh your customers and competitors then that you can provide the right product at the correct price.
   
2. 
   Retrieve about people you want to sell to: your target market. Different products accept unlike target markets, for example, Swatch and Rolex watches. Questions to ask are:
   

~Who are my customers- age, sex activity, income?

~What is the size of the market?

~Is it possible for the marketplace to get bigger?

~What well-nigh product awareness ? - do people know about my company'south products?

3. 
   You find out this information through market enquiry . Market enquiry uses interviews to find out about people'due south attitudes and questionnaires to find out virtually their shopping habits.
   

4. 
   When you know who your customers are and how big your market place is the side by side step is to set your objectives. Do you lot want to increase sales? To increment marketplace share ? Or to brand your product different from the competition?
   

5. 
   Adjacent, think about your strategy for coming together your objectives. If your objective is to increase marketplace share, you could:
   

~ find new customers by making your production more than attractive

~ accept customers from your competitors

~ persuade your customers to employ more your product.

6. 
   How volition you make your strategy work? What message exercise you want to ship? There are many types of promotion and it is important to choose the correct ane,e.one thousand.
   

~ advertizing on TV, in newspapers, etc.

~ direct marketing past mail (post shots)

~ telesales- selling to customers on the phone

~ point-of –sail fabric in store- free samples of special offers.

Now you are ready to launch your product in the market. Good luck!

Vocabulary

iii. Match the highlighted words and phrases in the text with the definitions (1-viii).

1. 
   ways of telling people about your products _________________
   

2. 
   the part of the total market that buys your product _________________
   

3 noesis of your company's products _________________

4 other companies that sell like products _________________

five finding out about the market _________________

six to introduce a new product to the market _________________

7 the kind of people yous are interested in selling to _________________

8 a plan yous utilize in club to attain something _________________

iv. Expect at the text again. Find and underline:

1. 
   2 marketplace research methods
   
2. 
   3 marketing objectives.
   

Speaking

five. Piece of work in pairs. Take turns to describe the marketing process. Apply these phrases:

~Get-go you have to… ~So… ~Side by side… ~After that… ~Finally

vi. Piece of work in groups. Think of a product you would like to produce and sell. It could be a new kind of snack or sweet or a new range of make- up. You make up one's mind. Give your product a name.

seven. You lot are ready to market your product. Describe up a marketing study. Then present your report. Use the program:

1 Production proper name, 2- Target marketplace

3 Strategy, iv- Promotion , v- Ob- ! Do some research. Call back of a product you

jectives. know or buy regularly, and about a compa-

ny which produces information technology. Who is their target

marketplace? Objectives? Market share? Who

are their competitors? Tell the form.

II. GLOBAL BRANDS

1 Work with a partner. Wait at the logos of some multinational companies. What is the name of each visitor? What does information technology produce or sell?

1 2 3

8

4 five 6 7

ii Discuss the questions:

-Are these brand names well known in your country?

-Have you e'er bought or used any of their products?

-Exercise you purchase detail brands of food or clothes? Why/ Why not?

-What are brands for?

9 _®

3 Answer the questions:

- What are your favourite brands of the following products: soft drinks, clothes, cars, shampoo?

- Why do you prefer these to other similar brands?

four At present cull one of the products you lot utilise and consider the marketing mix for that brand. Express your opinion. Recall and speak about the following:

product - what are the product's features?

identify - where can yous buy the product?

price - in comparing with similar products

promotion - where and how is information technology advertised?

Reading 2

1 Read the text which describes how Shell Oil developed a new make image, and run into if it mentions whatever of the market research methods. What techniques did Shell Oil apply?

Hi to the adept buys

A new marketing campaign promising hassle*-complimentary and faster fuel buying for customers is nether style in America. Suzanne Peck reports on the 18-calendar month research project which involves Shell Oil researchers 'moving in' with their customers to test their buying habits.

3 years ago when Sam Morasca asked his wife what could be done to exceed her expectations when buying gasoline, her reply 'that I would never have to think about it any more' fabricated him pause and think.

The marketing people from Shell Oil Products, of which Sam is vice-president, were desperately seeking ways to increase the concern, and to come upwardly with a strategy which would put them clearly ahead of their competition by differentiating the Vanquish Oil brands in the optics of consumers. 'We are big business for Beat Oil, contributing Us $7 bn of revenue, and the leading retailer of gasoline, merely it is a fragmented market and the mission was to profitably expand the business organization,' said Sam.

Today, after 18 months of cutting edge research, Beat out Oil is on track to make buying fuel at their 8,900 service stations clearly unlike with a new brand initiative. Its aim is to deliver through facilities, systems upgrades*, and new operating practices, a hassle-free fueling experience targeted at specific customer segments.

Over the past few years, the company has been developing detailed knowledge of consumer needs and attitudes, which formed the basis for the new brand initiative. Squad leader Dave Yard, managing director of Strategy and Planning-Marketing, picks upward the story. 'We began with a customer segment written report of 55,000 people, who we stopped in shopping malls in six cities for a 45-minute interview into their attitudes, especially regarding driving and cars. The outcome was that everyone wanted three things from a service station: competitive toll, a nearby location and skilful quality fuel- something they all believed was already being delivered by the industry'.

This meant their buying decisions were influenced by other factors – some wanted full-serve outlets like the erstwhile days, some chose a service station depending on whether it looked safe or not. 'There were x different segments with dissimilar needs, and we wanted a better understanding of each of these audiences.'

A focus group was set up up for each segment; an anthropological study was carried out, which involved team members spending waking hours with people from each segment, watching them at home and accompanying them on shopping trips to see their buying habits; and a clinical psychologist was hired to create a psychological profile of each segment.

The study indicated that three groups, which comprised 30% of the driving public, should be targeted:

- Premium Speeders – approachable, aggressive, competitive and detail oriented. They drive upmarket cars which make a argument* about them. Efficiency rules, plus fast pumps, quick access and payment.

- Simplicity Seekers – loyal, caring and sensitive, frustrated with complexities of everyday life want elementary and like shooting fish in a barrel transactions.

- Safety Firsters – control oriented, confident people, like order and comfort. Higher value on relationships and go out of their mode* to stations that make them feel comfy. Prefer to stay shut to cars.

'The common thread was that they all wanted a faster and easier service than anything already available,' said Dave, 'so the study ended and the dejeuner began.'

* an upgrade : making something piece of work ameliorate, and do more

* to make a statement about somebody : to show what kind of person somebody is

* to exit of ane'south way : to make an try

*hassle: problems

The field organisation and Shell Oil retailers combined forces to determine how to eliminate the fiddling hassles that customers sometimes face, such equally improved equipment and clearer instructions at the pump. New innovations are currently existence test marketed. A new advert campaign was launched and a sophisticated measurement system introduced to monitor satisfaction, beliefs and perception of the brand. 'Fueling* a auto is a necessity of life and I believe we are ahead of the game – merely we won't allow ourselves to stop and exist caught upwards.'

*fueling (upwardly) (US )= filling upward (GB)

ane Read the text again and number the unlike stages in the inquiry projection in the correct society.

a They analysed the results, which showed that at that place were x different consumer segments. ( )

b Focus groups studied the 10 segments. ( )

c Shell Oil'southward marketing team decided to differentiate the Shell brand from the other brands on the market. ( 1 )

d Shell launched a new advertisement campaign. ( )

due east They interviewed 55,000 people most their attitudes to driving and cars in general.( )

f Work started on improving products and services. ( )

g They carried out a detailed written report of the marketplace over 18 months. ( )

h Three groups were chosen as the target markets. ( )

ii Match the words from the text with their respective definitions.

1 to exceed a a office or section

2 a mission b a group of interested people

3 an initiative c an important new plan with a particular aim

iv a segment d an consignment or chore

five an audition e to find out / to discover

6 a profile f to bank check at regular intervals

7 to determine grand to be more than

viii to monitor h a description of the characteristics of someone or

something

3 Find words and expressions in the text which correspond to the following definitions.

1 Many different types of consumer who buy the same product

f ragmented m arket __

2 The almost advanced and up to date

c_________ e________

3 Conclusions people accomplish about which products to purchase

b_________ d________

4 An informal discussion grouping used for market enquiry

f_________ g________

5 A shared characteristic

c_________ t_________

6 A method of evaluation

m________ s_________

4 Complete the passage using words from exercises 2 and three. Change the form of the words where necessary.

As more and more than industries are marketing products specifically adapted to item (ane) segments of the market, market researchers are being asked to carry studies and to compile more detailed (two)_________ of consumer groups. Broad classifications based on sexual activity, age and social grade are not sufficient for companies operating in highly competitive and (3)_________ _________ . Questionnaires are carefully designed to (iv)__________ the exact needs and demands of consumers likewise as establishing what affects consumer (5)_________ _________ when they cull 1 product instead of another. Advertising campaigns czn then exist targeted to entreatment to the identified (6)__________. Finally, marketing people must (7)___________ the success of the entrada and modify it if necessary.

Word

Consumers allowed Shell marketing people to 'motion in with them' in order to detect their habits and routine. In pairs, discuss the questions.

1. 
   What are the advantages of this blazon of research over more than conventional data collecting processes?
   
2. 
   Would y'all agree to participate (as a potential consumer) in this blazon of research? Why (non)?
   
3. 
   Why practise you retrieve some people do accept?
   

iv People's attitudes to brands and marketing can be very different. Which of these statements do you agree with?

a) " Marketing transforms brands, making them stand for things that they just don't stand for. They don't deliver. " Naomi Klein author of No Logo: Taking Aim at the Brand Bullies.

b) " Brands provide us with beliefs. They define who we are." Wally Olins, a corporate identity consultant.

Reading 3

1 Read the text and determine which of the to a higher place views is closest to that of the author.

Money can buy yous love

Are nosotros being manipulated into buying brands?

1 BRANDS are accused of all sorts of evils, from threatening our health and destroying our environment to corrupting our children. Brands are and then powerful, it is said, that they force the states to look alike, swallow alike and be alike.

two This grim movie has been fabricated popular by many recent anti- branding books. The statement has been most forcefully stated in Naomi Klein's volume ' No Logo: Taking Aim at the Brand Bullies" . Its statement runs something like this. In the new global economic system, brands represent a huge portion of the value of a company and, increasingly, its source of profits. Then companies are switching from showcasing production features to marketing aspirations and the dream of a more exciting lifestyle.

3 Historically, building a brand was rather simple. A logo was a straightforward guarantee of quality and consistency, or it was a signal that a product was something new.

For that, consumers were prepared to pay a premium. Edifice a make nationally required little more an occasional advertisement on TV or radio stations showing how the product tasted improve or drove faster. There was little regulation. It was easy for brands such as Coca-Cola, Kodak and Marlboro to become hugely powerful. Because shopping was still a local business and competition limited, a successful brand could maintain its lead and high prices for years. A strong brand acted as an effective barrier to entry for competing products.

4 Consumers are at present bombarded with choices. They are also harder to reach. They are busier, more distracted and have more than media to choose from. They are "commercials veterans" experiencing upwards to 1,5000 pitches a solar day. They are more cynical than ever about marketing and less responsive to messages to buy. Jonathan Bail and Richard Kirshenbaum, authors of " Under The Radar- Talking To Today's Cynical Consumers, say "some of the most contemptuous consumers are the immature". Near half of all United states of america college students have taken courses and "know the enemy". For them, 'shooting down advert has become a kind of sport".

5 Marketers have to have some of the arraign. While consumers have changed beyond recognition, marketing has not. Fifty-fifty in the USA, home to 9 of the world's 10 most valuable brands, it tin be a shockingly erstwhile- fashioned business.

Marketing theory is nonetheless largely based on the days when Procter & Take chances's brand dominated in the Usa, and its advert agencies wrote the rules. Those rules focused on the production and where to sell it, not the customer. The new marketing approach is to develop a brand not a product- to sell a lifestyle or a personality, to entreatment to emotions. (It is a much harder chore than describing the features and benefits of a product.) However, brands of the future will have to stand for all of this and more. Not only volition they need to be a stamp of product quality and a promise of a more desirable lifestyle but they volition besides have to project an prototype of the social responsibility.

2 Read the text again and lucifer the headings a-f with paragraphs one-five. There is ane extra heading.

a Brands past ___________

b Advertisement brands ___________

c The new consumers ___________

d Guilty ___________

due east The case against brands ___________

f The importance of brands ___________

3 Read paragraph three once more. Are the statements true or faux?

ane Information technology was relatively like shooting fish in a barrel in the past to create a new brand.

2 Ownership a branded product did not cost customers more.

3 Brands were developed for the international marketplace.

four The government closely controlled the markets at home.

v Brands deterred other companies from entering the market.

Speaking

1 The writer suggests young people no longer believe advertising. Do you concur?

2 What does influence young people'due south ownership decisions?

3. ADVERTISING

Keynotes

"Advertising isn't a science. It'southward persuasion.

And persuasion is an art."

William Bernbach, advertisement executive

Advertise-to tell the public about a product

or a service in guild to encourage people to buy or to use it. Advertising – ( also informal ad or advert) a notice, picture or

moving-picture show telling people about a production, job or service. Commercial – an advertisement

on the radio or on television.

1 Await at these different ways of advertising and reply the questions:

~ newspaper ad

~ direct mail

~ TV ad

~ website ad

~ poster

1 Which do you lot recollect is best for contacting specific customers?

2 Which do you think is the most expensive?

ii Which way (or ways) of advert do you think is most suitable

for these situations:

1 a travel company selling final–minute trip

2 a car visitor launching a new model

3 a bank telling customers most a new kind

of bank account

4 a local politician who wants people to vote for him

Reading 4

one Read the business organisation advice information.

2 Match the questions ( 1 - four) with the paragraphs ( a - d).

1 Who does it say? 3 Where will you lot advertise?

2 Why are yous advertising? 4 Who is information technology for?

Choosing the correct advertising for your product

or service is really important.

Here are some tips.

1. 
   Understand your customers. Find out who they are ( their age, interests, lifestyle,
   

income, buying habits). Find out what is the all-time way to reach them. Which newspaper

do they read? Which Television programmes practice they picket?

2. 
   What do you want your advertising to accomplish? What is its purpose? Do you lot want
   

to inform people about your product or service? Do you desire them to purchase it, or meet

it in a dissimilar manner? What is its USP (unique selling bespeak)?

c) Keep your message simple and clear. Say just 1 thing, e.m. "This is better,"

"This makes life easier." Make sure yous accept a headline that is heart-catching. Make

Certain the text tells the customer everything you want them to know.

d) Choose a method that will reach your target marketplace. It's no proficient having a brilliant

advertising if the right people don't see it. Information technology's useless to tell five meg people

about something that only 100,000 people need to know: banks don't use Goggle box to tell

existing customers virtually a new kind of account.

Speaking

1 Work in pairs. Read the TALKABOUT advertisement.

Become THE Altitude

Stay totally in touch with Motorola's TALKABOUT 2-fashion radio. Wherever

your sport takes you – on the ski slopes, in the forest, on the h2o or in the

air – you're in abiding contact with your friends or your guide for up to three

kilometres. It'southward uncomplicated to utilise, light and water resistant. And with hands-free

and vocalization activation, it works wherever you cull to have information technology.

Stay in affect with TALKABOUT.

It's made for y'all.

2 Discuss the following questions:

1 What product is the advertizing for?

two Who are the customers?

3 What is the purpose of the advertising?

4 What is the message?

5 What is the method?

iii Get existent:

1 Collect some advertisements from newspapers,

magazines, or direct mail.

2 Cull one yous remember is good and present it to the class.

iii Say why you think it is good.

four Make a class display of good advertising material.

Iv. GLOBALISATION

Keynotes

Globalisation is the rapid increase in international free merchandise, investment,

and technological exchange.

Globalisation is forcing business organization to brand

price savings past reducing operating costs.

One way to do this is past outsourcing – transferring business processes such as

order processing or telephone call centre management

to outside suppliers and service providers.

Offshoring is a new form of outscoring where businesses relocate back-office operations in overseas facilities

where labour costs are lower.

Reading five

1 Work with a partner. What practice yous understand by globalization and consumerism? What are their pros and cons?

2 Are these sentences facts (F) or opinion (O)?

1 There are severe environmental changes taking place in the globe.

two Globalization is the synonymous with Americanization.

3 Merely 20% of the world'south population lives in rich countries, but they

eat 86% of the world's resources.

4 The more people are in debt, the richer the banks become.

5 The U.s.a. is a target for the have-nots of globalization.

6 Debt repayments by developing countries are ix times equally much as the aid they receive.

7 The global economic system puts no value on morality, only profit.

8 Countries in the industrialized Westward exploit workers in poorer countries.

What is your reaction to the facts? Do you concord with the opinion? Compare with the class.

3. 
   Read the article. Which of the topics in practice two are mentioned?
   

four The author holds strong views on these problems. Tin yous nowadays some counter- arguments?

Multinational corporations keep cost down.

Economical growth is the route to the global prosperity. Or is it?-

Jonathan Rowe examines the price we pay for this growth.

The Global Economy

I desire to talk most the economy. Not 'the economy' we hear about endlessly in the news. 'The economy' is what men in suits play with to make vast personal wealth. The economic system is where the residual of us live on a daily ground, earning our living, paying our taxes, and each day and in politicians' speeches. I want to talk about the real economy, the ane we live in day by day. About people aren't particularly interested in 'the economy'. 'Share prices are flying high, interest rates are soaring. The Dow Jones' index closed 60-three points down on 8472.35.' Nosotros hear this and subconsciously switch off. Notice that 'the economic system' is non the aforementioned as the economy. 'The economy' is what

men in suits play with to make vast personal wealth. The economy is where the rest of usa live on a daily basis, earning our living, paying our taxes, and purchasing the necessities of life.

Something wrong

We are supposed to be benefiting from all the advantages of a prosperous gild. So why practice nosotros feel

tuckered and stressed ? We have no fourth dimension for anything other than work, which is ironic given the number of labour -saving devices in our lives. The kids are always hassling for the latest electronic gadgets. Our towns become more and more than congested, nosotros poison our air and seas, and our nutrient is full of chemicals. There'southward something incorrect here. If times were truly good, and then y'all'd remember we'd all feel optimistic about the future. Yet the majority of u.s.a. are securely worried. More than 90 per cent of us think we are too concerned about ourselves and non concerned plenty about future generations.

Producing and consuming

The term 'economic expansion' suggests something desirable and benevolent, just expansion only means spending more money. More spending doesn't mean that life is getting better. We all know information technology often means the contrary - greed, deprivation, crime, poverty, pollution. More than spending merely feeds our whole economy, which is based on product and consumption. Unless coin keeps circulating, the economy collapses. Airlines go bosom, taking airplane manufacturers and travel agents with them. If we don't proceed consuming, then manufacturers and retailers become out of business. People don't buy houses, clothes, washing machines, cars.

The whole system goes into stalemate.

Creating need

As a leading economist put it, consumer societies are 'in demand of need'. We don't need the things the economic system produces equally much equally the economy needs our sense of need for these things. Why, in our supermarkets, do we accept to choose from sixty different kinds of toilet paper and a hundred different breakfast cereals?

Need is the miracle that keeps the engines of expansion turning relentlessly. In economic science, there is no concept of plenty, just a chronic yearning for more. Information technology is a hunger that cannot be satiated. There is so much craziness in the globe. At that place is an American company that manufactures a range of food with a loftier fatty content. This causes obesity and loftier blood pressure level. Past coincidence, the same company also makes products that assistance people who are trying to diet. Not only that, it even produces pills for those with high blood pressure.

About all of my postal service consists of bills (of class), banks trying to lend me coin, catalogues trying to brand me spend it, and charity appeals for the losers in this

ecstasy of consumption — the refugees, the exploited, the starving. Why is it possible to buy strawberries from Ecuador and greenish beans from Kenya when these countries can hardly feed their own people? It is considering these are cash crops, and the countries need the money to service their debts. Detect that servicing a debt does non mean paying information technology off. It means just paying the interest. Western banks make vast profits from third globe debt.

Making changes

How do nosotros

break the cycle ? We demand to become far more aware of the results of our actions. We buy apparel that are manufactured in sweat shops by virtual slaves in poor parts of the world. We create mountains of waste matter. We demand cheap nutrient, mindless of the fact that information technology is totally devoid of sense of taste and is produced using chemicals that poison the land. Nosotros insist on our right to drive our ain motorcar wherever we want to go.

The evil of the consumption culture is the mode it makes us

oblivious to the impact of our ain behaviour . Our main problem is not that nosotros don't know what to do about it. It is mustering the desire to do it.

half-dozen According to the article, are these statements truthful or simulated?

one 'The economy' is not the same matter as the economy.

ii People experience optimistic because their lives are and then prosperous.

3 The we spend, the amend life is.

iv If people stop spending, the economy collapses.

5 Companies respond to the needs of consumers.

6 Information technology's skilful that we can buy inexpensive appurtenances from around the world.

7 Many developing countries export food to pay back their debts.

8 We know how to solve some of these problems, just we don't want to do information technology.

7 What do yous understand by the words and phrases underlined in the text?

8 What do yous remember?

ane What are some of the examples of craziness in the world that Jonathan Rowe mentions? Can you add whatever more?

two Is it economical colonialization to sell Kentucky Fried Craven to the earth, or is it just giving people what they want?

3 What do you remember are Jonathan Rowe's attitudes to the following? What are your attitudes?

~ multinational corporations ~ pollution and the environment

~ anti- globalization protesters ~ supermarkets

~ economics ~ Western banks

~ public ship ~ companies who use cheap

Reading 6

ane Earlier reading the text below most Philips, make up one's mind whether you think these statements are truthful (T) or simulated (F).

1 It is the world's biggest electronics company.

2 Information technology has produced over 100 million TV sets.

iii Its headquarters are in Amsterdam.

iv Information technology was the first visitor to produce compact disks.

5 It is active in a small number of specialised businesses.

six It provides the lights for famous landmarks such as London'south Tower Bridge.

Read the text and check your answers.

The Philips Story

The foundations of the world's biggest electronics company were laid in 1891 when Gerard Philips established a company in Eindhoven, the Netherlands, to manufacture light bulbs and other electrical products. In the commencement, it concentrated on making carbon-filament lamps and by the plow of the century was i of the largest producers in Europe. Developments in new lighting technologies fuelled a steady plan of expansion and, in 1914, information technology established a enquiry laboratory to stimulate product innovation.

In the 1920s, Philips decided to protect its innovations in Ten-ray radiations and radio reception with patents. This marked the beginning of the diversification of its product range. Since then, Philips has continued to develop new and exciting product ideas similar the compact disc, which is launched in 1983. Other interesting landmarks include the production of Philips' 100-millionth Television in 1984 and 250- millionth Phil shave electric shaver in 1989.

The Philips Company

Philips' headquarters are even so in Eindhoven. Information technology employs 256,400 people all over the earth, and has sales and service outlets in 150 countries. Research laboratories are located in half dozen countries, staffed by some 3,000 scientists. It also has an impressive global network of some 400 designers spread over xx-five locations. Its shares are listed on sixteen stock exchanges in ix countries and it is agile in about 100 businesses, including lighting, monitors, shavers and color motion-picture show tubes; each day its factories plow out a total of 50 million integrated circuits.

The Philips People

Royal Philips Electronics is managed by the Lath of Direction, which looks afterward the general direction and long-term strategy of the Philips group as a whole. The Supervisory Lath monitors the full general course of business of the Philips group likewise as advising the Board of Management and supervising its policies. These policies are implemented by the Grouping Management Committee, which consists of the members of the Board of Management, chairmen of nearly of the production divisions and some other key offices. The Group Direction Committee also serves to ensure that business organization issues and practices are shared across the various activities in the group.

The company creed is "Permit's make things improve". It is committed to making ameliorate products and systems and contributing to improving the quality of people's work and life. One recent example of this is its "Genie" mobile telephone. To dial a number yous merely accept to say it aloud. Its Web TV Internet final brings the excitement of cyberspace into the living room. And on travels around the world, whether passing the Eiffel Tower in Paris, or witnessing the beauty of the ancient pyramids of Giza, y'all don't have to wonder whatsoever more who lit these world famous landmarks, it was Philips.

2 Read "The Philips Story" again. Why are these dates important?

a 1891 b 1914 c the 1920s d 1983 e 1984

3 Read "The Philips Company" again and find the figures that correspond to the following pieces of information.

Case: The guess number of designers working for Philips: 400

one The number of people working for Philips worldwide

2 The number of countries with sales and service outlets

3 The number of countries where Philips has inquiry facilities

4 The estimate number of scientists working in Philips' research laboratories

v The number of integrated circuits produced every twenty-four hour period

iv Match the words from the text with their corresponding definitions.

1 an innovation a a planned series of actions

ii a patent b principal offices

3 diversification c a identify or address

four a range d the introduction of a new idea

5 headquarters e a selection of series

6 a location f making different types of products

seven a strategy g an agreed course of action

8 a policy h the right to make or sell an invention

five In pairs, supervene upon the words in italics with the words used in the text.

1 Gerard Philips fix up (

established) a company in Eindhoven.

2 The company initially specialised in (___________) making carbon-filament lamps.

3 Developments in new lighting technologies fuelled a steady plan for growth (________________).

4 In 1983 it introduced (_____________) the compact disc onto the market.

five Each day its factories produce (___________) a total of 50 million integrated circuits.

6 Regal Philips Electronics is run (____________) by the Board of Management.

7 The Supervisory Board carefully watches (____________) the general class of business.

8 Policies are put into practice (______________) by the Group Direction Committee.

9 The Group Management Committee consists or members of the Board of Management and chairmen of most of the product sectors (______________).

10 The Group Direction Committee serves to ensure that of import matters (_________________) and means of doing concern (_______________) are shared across the visitor.

At present check your answers with the text.

6 Complete the passage using words from exercises iv and 5 in the right class.

The primal to Philips' success can exist described by two words. The first is innovation ; the visitor designers are continually developing and creating new products. The second is ____________; Philips is agile in well-nigh 100 businesses varying from consumer electronics to domestic appliances and from security systems to semiconductors. With such a wide ____________ of products the company needs a complex system of management. Each product ____________ has its own chairman; near of these chairmen are members of the Group Direction Committee, which ____________ all company decisions and plans. The Supervisory Board ____________ the general business organisation of the group and it also advises and supervises the Lath of Direction.

! NOW you take some

extra activities to get set to participate in the circular- table discussion "Modern order and global brands. My stance ". You have some texts, which can be good sources of information to participate in the discussion. You could be divided into three groups and have different assignments. Just use the chance to limited yourself, to create new ideas and to protect your point of view. V. EXTRA ACTIVITIES

Text I

1 Read Parts A and B of the text quickly. Does the text come from an e-post,

a paper commodity or an advertisement?

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Source: https://zavantag.com/docs/427/index-2016322-1.html

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