Самаренкина с. з. учебно-методические материалы (стр. 3 )

1.  A conceptual skill is the ability of a manager, to see the "general" picture of an organization. Managers must understand how their duties and the duties of other managers fit together to plan their activity in a proper way and get the required results. This skill is very important for top managers because it helps them plan "super goals" and develops proper strategies for the whole organization.

2.  A decision making skill is the ability of a manager to choose the best course of actions of two or more alternatives. A manager must decide the following:

1)  what strategy must be implemented?

2)  what resources must be used and how they must be distributed?

3)  what kind of control is needed?

In short, managers are responsible for the most important decisions which are required to carry out any organizational activity.

3.  An analytic skill is the ability to determine the most important problem before implementing a proper action plan. This ability is especially important for top managers because they have to solve complex problems.

4.  An administrative skill is the ability of a manager to keep to the organizational rules specified for the production process, within a limited budget, and coordinate the flow of information and paper work in this group and in other groups.

5.  A communicational skill is the ability of a manager to share his ideas and opinions with other people both orally and in writing.

Thus, a communicational skill enables managers to hold meetings, write clear letters and explanatory notes, make reports, etc.

6.  An interpersonal skill (psychological skill) is the ability to deal effectively with other people both inside and outside the organization. It is the ability to understand the needs and motives of other people.

Vocabulary

skill	мастерство, навыки способности, умение
activity	деятельность, работа
depend (on)	зависеть (от)
certain	определенный
divide	делить
decision making	принятие решений
communicational	коммуникационный
interpersonal skill	мастерство, умение общаться
psychological skill	психологическое мастерство
ability	способность
duty	обязанность
fit together	согласовывать(яс)
proper	соответствующий
way	образ
require	требовать
result	результат
develop	разрабатывать
strategy	стратегия
choose(chose, chosen)	выбирать
objective	цель (часто краткосрочная)
implement	осуществлять
distribute	распределять
kind	ряд, вид
responsible	ответственный
carry out	выполнять
determine	определять
identify	узнать, определить
cause	причина
solve	решать
rule	правило
to specify	устанавливать
within	в пределах
flow	поток
opinion	мнениe
orally	устно
spend (spent, spent)	проводить
psychological	психологический
deal (with)	взаимодействовать
inside	внутри
outside	вне, за пределом

13. LEADERSHIP AND LEADERSHIP STYLES

There are managers and there are leaders in business. The differ­ence between managers and leaders is that managers produce order while leaders create change. Leadership is creating a vision for others to fol­low, establishing corporate values and ethics, and transforming the way the orgariization does business so that it is more effective and efficient.

In the book Workplace 2000 the authors say that leaders like managers plan, organize, direct, and control. But when leaders plan, they plan more globally in terms of setting the agenda for the firm. Leaders organize, but their focus is on structuring or restructuring the organization to be competitive in world markets. Leaders direct and control, but their direction involves creating a vision and their control consists of empowering people and holding them responsible for finding their own means to those ends.

Nothing has challenged researchers in the area of management more than the search for the "best" leadership traits, behaviours, or styles. Thousands of studies have been made just to find leadership traits, that is, characteristics that make leaders different from others. Intuitively, you would conclude about the same that researches found: that the research findings were neither statistically valid nor reliable. You and I know that some leaders seem to have traits such as good appearance and tact while others appear unkempt and abrasive.

Just as there is no one set of traits that can describe a leader, there is no one style of leadership that works best in all situations. Let's look briefly at a few of the most commonly recognized leadership styles and where they may be effective:

1. Autocratic leadership involves making managerial decisions without consulting others and implies power over others. Many business people who were sport leaders seem to use rather successfully an autocratic leadership style that consists of issuing orders and telling players what to do. Motivation comes from threats, punishment, and intimidation of all kinds. Such a style is effective in emergencies and when absolute followership is needed (for example, on army manoeuvres). Some football, basketball, and soccer coaches have successfully used this style.

2. Democratic or participative leadership consists of managers and employees working together to make decisions. Research has found that employees participation in decisions may not always increase effectiveness, but it usually does increase job satisfaction. Many new, progressive organizations are highly successful at using a democratic style of leadership where such traits as flexibility, good listening skills, and empathy are dominant. Some organizations that have successfully used this style include Wal-Mart. Federal Express, IBM. Xerox, and AT&T.

3. Laissez-faire or free rein leadership involves managers setting objectives and employees being relatively free to do whatever it takes to accomplish those objectives. In certain professional organizations, where managers deal with doctors, engineers, and other professionals, the most successful leadership style is often one of laissez-faire leadership. The traits needed by managers in such organizations include warmth, friendliness, and understanding. Individual leaders rarely fit neatly into just one of these categories.

Researchers Tannenbaum and Schmidt illustrate leadership as a continuum with varying amounts of employee participation ranging from purely boss-centred leadership to subordinate-centred leadership.

Which leadership style is the best? Research tells us that successful leadership depends largely on who is being led and in what situations. It also supports the notion that different leadership styles ranging from autocratic to laissez-faire may be successful depending on the people and the situation.

In fact, any one manager may use a variety of leadership styles depending on whom he or she is dealing with and the situation. A manager may be autocratic but friendly with a new trainee; democratic with an experienced employee who has many good ideas that can only be fostered by a manager who is a good listener and flexible; and laissez faire with a trusted, long-term supervisor who probably knows more about operations than the manager does.

Vocabulary

valid	действительный
reliable	надежный
unkempt	неопрятный
abrasive	грубый
briefly	кратко
to imply	предполагать
threat	угроза
intimidation	шантаж, угроза
empathy	сочувствие
to set	ставить
deviation	отклонение
attainable	достижимый
exception	исключение
merely	только
to assure	уверять
to have traits	иметь черты, особенности
to make a decision	принимать решение
to participate	принимать участие
to be depend on	зависеть от чего-либо
to support the notion	поддержать идею
to be autocratic	быть самовластным
to take one’s cue from smb.	воспользоваться чьим-либо указанием
to work aimlessly	работать бесцельно
to let in	впускать
to ask smb. for advice	просить совет у кого-либо

14. THE NATURE OF ADVERTISING

Advertising may be defined as a persuasive message carried by a nonpersonal media and paid for by an identified sponsor. This definition indicates two basic parts of advertising: the message and the medium. Both work together to communicate the right ideas to the right audience.

Advertising promotes goods, services, and ideas in mass media, such as television, radio, newspapers, and magazines, to reach a large number of people at once. It serves as a substitute for a salesperson talking to an individual buyer. Advertising is a one-way communication and, unlike a salesperson, cannot receive direct feedback and immediately handle objections.

Advantages of Advertising

Advertising, as a tool of marketing, is used to increase the sale of goods or services of an organization. Public relations use advertising as a tool to help selling the policies and actions of an organization. Success in public relations affect the economic success of the organization is shown by increased public regard for the organization.

There are five basic types of public relations advertising: image-building, financial, public service, advocacy, announcement advertising

Advertising is paid and controlled by mass communication. This means that the organ­ization completely bypasses the newsroom gatekeepers and places its messages, exact­ly as written and formatted, with the medium's advertising department. Thus a pri­mary reason for using advertising as a communication tool is that control of the mes­sage remains with the sender.

Control of the Message: Gatekeepers frequently alter or truncate the news or features they receive. Sometimes the changes do little harm, but occasionally the blue pencil ruins an idea or eliminates an important point. With advertising, however, you can be sure that your message is reproduced in the exact words you choose and in the sequence you have planned.

Control of Impact: With advertising, you can make your messages as big, frequent, and powerful as you choose. The gatekeeper may think your message is worth a 4-inch space on page 9, but if you think it deserves major treatment, you can buy a whole page. The broadcast media present similar problems and opportunities.

Control of Timing: If timing is an important factor, advertising can guarantee that your message will be timely. Prompt response to a public issue, a fixed sequence of messages, continuity of communication - all can be maintained through advertising.

Disadvantages of Advertising

Although institutional advertising can be effective in getting key messages to spe­cific audiences, there are some disadvantages.

Cost: Paid space is expensive. Ads in multiple media outlets, which are necessary for mes­sage penetration, can cost thousands of dollars in the trade press and millions in the consumer press. The high cost of buying space for advertising has led many companies to shift more of their marketing communications budgets to product publicity, direct mail, and tele­marketing.

Credibility: Public relations executives are fond of saying, "Advertising raises awareness, but publicity published as news stories creates credibility". Because they are controlled messages, advertisements are generally less believable than publicity that appears in the news columns or on broadcast news shows. The pub­lic perceives that news reports have more credibility because purportedly objective journalists, who are independent of the organization, have evaluated the information on the basis of truth and accuracy. Indeed, a major value of publicity is the concept that a third party, the medium, has endorsed the information by printing or broadcasting it. Advertisements have no such third-party endorsement because anyone with enough money can place an advertise­ment, provided that it meets the acceptance standards of the medium.

Timing and Context: "Let's run an ad in the newspaper" is a frequent reaction to a crisis. This approach has one major fault. It is usually too late. This is particularly true when the crisis has already been reported by the media and the public has already developed strong opinions on the subject.

Vocabulary

advertising	рекламное дело
to define	определять
persuasive	убедительный
media	средства информации
to identify	опознавать
to indicate	указывать
medium	средство
to promote	продвигать
to reach	достигать
substitute	заменитель
salesperson	продавец
feedback	обратная связь
commercial (s)	реклама
target	цель
to benefit	извлекать выгоду
disadvantages	недостатки
viewer	зритель
challenge	вызов
creative	творческий
to grab your attention	привлекать ваше внимание
a customer	покупатель
asset	ценное качество
to announce	объявлять
to encourage	ободрять

15. MARKETING

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives. Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods and, on the other hand, a series of decisions you make during the process of moving goods from producers to users. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research.

The ability lo recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Marketing research helps the producer to predict what the people will want. And through advertising it attempts to influence the customer to buy. Marketing operations are very expensive. They take up more than half of the consumer's dollar. The trend in the USA has been to high mass consumption. The construction of good shopping centres has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities.

A business firm controls four important elements of marketing which are called a marketing mix. A firm’s marketing mix is the combination of the product, the price of the product, the means for its distribution, and the promotion of the product to reach a firm’s target market.

The product ingredient of the marketing mix includes decisions about the product’s design, brand name, packaging, warranties. The pricing ingredient includes both base prices and discounts of various kinds. The distribution ingredient involves not only transportation and storage but also the selection of intermediaries. The promotion ingredient focuses on providing information to target markets. The “ingredients” of the marketing mix are controllable elements. A firm can vary each of them to suit its organisational goals, marketing goals and target markets.

Vocabulary

marketing reseach изучение рынка

unemployment безработица

tо foresee предвидеть

tо satisfy удовлетворять

competition конкуренция

similar похожий

successfully успешно

tо make sure убедиться

apparently очевидно

commercial реклама

production cost себестоимость

efficient эффективный

society общество

tо appreciate ценить

reguirement требование

fair ярмарка

tо display выставить,

16. NEGOTIATING AGREEMENT WITHOUT GIVING IN

n business, government, or the family, people reach most decisions
through negotiation. Negotiation is a basic means of getting what you
want from others. It is back-and-forth communication designed to reach
an agreement when you and the other side have some interests that are
shared and others that are opposed.

Although negotiation takes place every day, it is not easy to do well. Standard strategies for negotiation often leave people dissatisfied,
worn out, or alienated - and frequently all three.

People find themselves in a dilemma. They see two ways to
negotiate: soft or hard. The soft negotiator wants to avoid personal
conflict and so makes concessions readily in order to reach agreement.
He wants an amicable resolution; yet he often ends up exploited and
feeiing bitter. The hard negotiator sees any situation as a contest of wills
in which the side that takes the more extreme positions and holds out
longer fares better. He wants to Win; yet he often ends up producing an
eciuaUy hard res»x>nsc which exhausts him and his resources and harms
his relationship with the other side. Other standard negotiating strategies
fall between hard and soft, but each involves an attempted trade-off
between getting what you want and getting along with people.

There is a third way to negotiate, a way neither hard nor soft,
but rather both hard and soft. The method of principled negotiation
developed at the Harvard Negotiation Project is a method of negotiation
designed to produce wise outcomes efficiently and amicably. This method,
called principlednegotiation or negotiation on the merits, can be boiled
down to four basic points.

People: Separate the people from the problem.

Interests: Focus on interests, not positions.

Options: Generate a variety of possibilities before deciding what
to do.

Criteria: Insist that the result be based on some objective standard.

The four propositions of principled negotiation are relevant from
the time you begin to think about negotiating until the time either an
agreement is reached or you decide to break off the effort. That period
can be divided into three stages: analysis, planning, and discussion. During
the analysis stage you are simply trying to diagnose the situation - to
gather information, organize it, and think about it. You will want to
consider the people problems of partisan perceptions, hostile emotions,
and unclear communication, as well as to identify your interests and
those of the other side. You will want to note options already on the
table and identify any criteria already suggested as a basis for agreement.

During the planning stage you deal with the same four elementsa second time, both generating ideas and deciding what to do. How do
you propose to handle the people problems? Of your interests, which
are most important? And what are some realistic objectives? You will
want to generate additional options and additional criteria for deciding
among them.

Again during the discussion stage, when the parties communicate
back and forth, looking toward agreement, the same four elements are
the best subjects to discuss. Differences in perception, feelings of
frustration and anger, and difficulties in communication can be
acknowledged and addressed. Each side should come to understand the
interests of the other. Both can then jointly generate options that are
mutually advantageous and seek agreement on objective standards for
resolving opposed interests.

To sum up, the principled negotiation method, mutually satisfying
options, results in a wise agreement. The method helps you to reach
consensus on a joint decision efficiently. And separating the people from
the problem allows you to deal directly and empathetically with the other
negotiator as a human being, thus making possible an amicable
agreement.

VOCABULARY

decision	решение
negotiation	переговоры
to design	создавать
agreement	соглашение
frequently	часто
to exploit	разрабатывать
equally	равный, равенство
relationship	взаимоотношение
hard	трудный
to involve	вовлекать
principle	принцип, правило
efficient	дельный, толковый
merit	заслуга, достоинство
proposition	предложение, план
perception	восприятие
emotion	волнение, чувство
partisan	сторонник, приверженец

17. GLOBALIZATION

The term globalization, is very popular nowadays. But what is it?
Is globalization good or bad? The term globalization comes from the
world global which means considering all parts of a problem or a situation
together; affecting or including the whole world (Longman Dictionary).
The term globalization was first coined in the 1980s. Some people think
it is a good thing. Globalization involves rising living standards, as there
are plenty of opportunities to earn money: people can work abroad, get
acquainted with overseas market; there is a growth in international travel;
the rise of the internet and recent advances in telecommunications, mutual
assistance of the countries and etc. However, there is another opinion.

They say that globalization doesn't concern all countries, but only
powerful ones that have gained their power at the expense of developing
countries. But even in the developed world not everyone has been a
winner. The freedoms granted by globalization are leading to increased
insecurity in the workplace. The coalition of environmentalists is also
against globalization, as they think that corporations ignore the
environment in the stampede for mega-profits and marketplace
supremacy.

However, it is impossible to answer the question: «Is globalization
a positive or a negative phenomenon?» without analyzing what spheres of human activity globalization influences. In economical globalization
shows itself in the growth of international trade, business, international
co-operation. But again there are some countries that are dominant
players. Such countries as the United States, Japan, Germany enjoy a
strong competitive advantage in the sphere of economics putting others

Tne appearance of the common currency (Euro) aiso promotes
the world's globalization as well as reduces the inconveniences connected
with the exchange of money while a man travels from one country to
another. Different political organizations, members of which are
representatives from different countries, are of great use too. They solve
various global problems (for example, disarmament, AIDS, capital
punishment, etc).

The global 'monoculture' has a single language, it is English.
English is the language of the iion's share of the world books, newspapers
and magazines, and it is promoted through radio, television, and films,
almost 80% of the content posed on the Internet is it English. Of course,
it is good that people from different countries can understand each other
and communicate using English; but still there is a disadvantage: other
languages are in the background.

Speaking about culture, it is a well-known fact that the culture of
every country is vulnerable to the 'monoculture' spread though the US
films, publications and broadcasts. Many nations with strong cultural
traditions (e. g. France, Greece) have to promote and preserve their own
cultural heritage through governmental ministerial positions.

Summing everything up, we can say that globalization is, without
doubt, a positive phenomenon of modern life. It stimulates the
development of international trade, business, travel, co-operation,
communication and collaboration between nations. Even so globalization
as all things has its disadvantages. They are: insecurity in the workplace,
total disregard for environment; neglect of developing countries. So if
people pay attention to these problems and solve them, globalization
will be a completely phenomenon.

Список используемой литературы:

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3. Меркулова, Е. М., Филимонова, язык для студентов университетов. Чтение, письменная и устная практика. Серия «Изучаем иностранные языки»/ , /. – СПб.: Изд-во Союз, 2004. – 384 с.

4. Настольная книга преподавателя иностранного языка: Справ. пособие / , и др. – Мн.: Высш. шк., 1996. – 522 с.

5. Рыжков, английский язык: Менеджмент: Пособие по изучению англ. яз./ /. – Калининград: Янтар. сказ, 1999. – 256 с.

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