An operating manager creates and manages the systems that convert resources into goods and services. Traditionally, operations management is equated with the production of goods. However, in recent years many of the techniques and procedures of operations management have been applied to the production of services and to a variety of nonbusiness activities. Like financial management, operations management has produced a good percentage of today's company presidents.
A marketing manager is responsible for the exchange of products between the organization and its customers or clients. Specific areas within marketing are marketing research, advertising, promotion, sales, and distribution.
A human resources manager is in charge of the organization's human resources programs. He or she engages in human resources planning, design systems for hiring, training and appraising the performance of employees, and ensures that the organization follows government regulations concerning employment practices.
An administrative manager (also called a general manager) is not associated with any specific functional area but provides overall administrative leadership. A hospital; administrator is a good example of an administrative manager. He or she does not specialize in operations, finance, marketing, or human resources management but instead coordinates the activities of specialized managers in all these areas.
Exercises
1. Translate into Russian
Three-story structure (Pyramid); levels of management; first-line managers; middle managers; operating employees, responsible for; define policies; hard work; good luck; executive; chief executive officer; member of the Board; activities; supervise; supervisor; division manager; department head; plant manager; operations manager; foreman; organizational structure; purpose and mission; research; customer; development; accounting; goods and services; production of goods; percentage; customer; advertising; be I charge of; government regulations; hire; determine; appraise; guide; ensure; employment; salary; wage; labour.
2. Find the English equivalents
Высший руководитель (менеджер), руководитель первого звена, менеджер среднего уровня, исполнитель, служащий, исполнительный директор, генеральный директор, директор производства, директор завода, начальник отдела, руководитель подразделения, начальник, мастер, бухгалтерский учёт, цель и задачи, товары и услуги, заработная плата (ежемесячная), производство товаров, деятельность, уровни руководства (менеджмента), развитие, правительственные постановления, научное исследование, покупатель (постоянный), рекламирование, работа по найму, процентное соотношение, заведовать, нанимать, обеспечивать, оценивать, разрабатывать, определять политику, управлять (руководить), осуществлять, решать.
3. Fill in each blank with a suitable word or word combination.
1. Each organization can be represented as a three-story structure or... .
2. There are three general levels of management: top managers, ... managers and... .
3. A top manager... and... the overall functions of the organization.
4. Top managers also... the firm's strategy and define its major... .
5. A middle manager... the strategy and major policies handed down from the top level of the organization.
6. Middle managers ... tactical plans, policies, and standard operating procedures.
7. They also coordinate and supervise the... of the first-line managers.
8. A first-line manager is a manager who... and supervises the activities of operating employees.
9. First-line managers spend most of their time working with..., answering questions, and ... day-to-day problems.
10. Operating employees are... and non-qualified persons working for the organization, they represent the work force of the organization.
4. Translate into English.
1. Существует три основных уровня управления (менеджмента): высший менеджмент, менеджмент среднего звена, менеджмент первого уровня.
2. Высшие менеджеры направляют и контролируют общую деятельность организации, они определяют стратегию и основную политику фирмы.
3. Высшими менеджерами организации являются (are) президент, вице-президент, главный исполнительный директор и члены совета директоров (правления).
4. Менеджер среднего звена реализует (осуществляет) стратегию и основную политику, спускаемые с верхнего уровня организации.
5. Средними менеджерами организации являются руководитель подразделения, начальник отдела, директор завода и директор производства.
6. Менеджер первого звена следит за деятельностью неуправленческих служащих и координирует её.
7. Менеджерами первого звена являются инспектор, мастер, руководитель отдела руководитель проекта.
8. Менеджеры первого звена работают с неуправленческими работниками и решают повседневные проблемы.
9. Неуправленческие работники представляют основную рабочую силу организации.
10. Самыми обычными сферами управления являются финансы, производственные операции, маркетинг, людские ресурсы и администрирование.
11. Заведующий финансами (finance manager) прежде всего, отвечает за финансовые ресурсы организации.
12. Традиционно директор производства (operations manager) ассоциируется (is equaled) с производством товаров.
13. Однако в последние годы управление производством относится к производству товаров и услуг.
14. Управляющий маркетингом (marketing manager) ответственен за обмен продукцией между организациями и её постоянными покупателями (customers) или клиентами.
15. Управляющий людскими ресурсами занимается (charges in) наймом, обучением и оценкой деятельности работников.
16. Административный руководитель осуществляет общее административное руководство, и он не связан с какой-либо конкретной функциональной сферой.
TEST VI
Internet Start-ups
Read the text, and choose the title that suits it best. Justify your choice.
1. Internet possibilities.
2. Shopping from home.
3. What is e-commerce?
A revolution has taken place in the last few years in retailing and business. Many companies are now seizing the opportunity that the internet provides in selling, advertising goods and services. Usually this involves having a website which allows customers to find goods or services they desire and then pay for them - the product or service then arrives on their doorstep a few days later.
More and more people are leaving high street shops to buy things on the internet - this home shopping is essentially e-commerce.
E-commerce sites mostly work in the same way: customers search through lists and descriptions of products; they add items that they want to their 'shopping basket'; they can remove unwanted items from their basket at any time; when they want to confirm their order, they click on a 'check' button; they must then enter their credit card details to pay for their goods. The goods are then (hopefully) delivered, although the customer will have to wait several days, or even longer, for the goods to arrive.
The practice has become much more widespread since many security issues have been resolved. E-commerce transactions can be divided now into three types: business-to-business, business-to-consumer and consumer-to-consumer. An example of the latter would be online auctions.
1. Answer the questions.
• Why do you think the introduction of e-commerce is called a revolution?
• What does an e-commerce company have to have?
• What does a costumer have to do in order to buy something online?
• Why do you think it was important to resolve security problems?
• What are the types of e-commerce transactions?
2. In pairs, put the advantages of internet shopping in order of importance. Share you ratings with another pair and give your reasons.
• People can find exactly what they need without hunting round shops or phoning around.
• People can find even specialist shops in their living rooms on the computer.
• Banking and other services that used to be concentrated in towns are now accessible wherever an internet connection is available.
• The internet allows people to research their shopping or other needs very thoroughly, checking prices and product details.
• For consumer, buying on the internet has become convenient and safe.
3. Can you think of any disadvantages of e-commerce? In pairs, make a list and compare it with another pair's list.
Vocabulary.
За. Choose the best meaning for the words in bold.
1. retailing means:
a) selling goods to another company.
b) selling goods directly to the public for their own use.
2. seize means:
a) to act quickly in order to use an opportunity.
b) to wait till something happens by itself.
3. essentially means:
a) characterizing the most important aspect of something.
b) characterizing the least important aspect of something.
4. confirm means:
a) to reject an agreement.
b) to tell someone that something will definitely happen in the way that has arranged.
5. resolve means:
a) to solve a problem.
b) to fail to solve a problem.
6. transaction means:
a) the absence of action.
b) the action or process of buying or selling something.
3b. Choose the world from Ex. 3a to fill in the gaps in these sentences. Make any necessary changes.
1. There are thousands of____________ taking place on the stock market every day.
2. I certainly hope that we can ____________our differences of opinion quickly.
3. Hello, I'm just phoning to ____________ that I have a three o'clock appointment with Mr. Thomas.
4. A Chinese proverb says 'Opportunities multiply as they are____________.' Do you agree?
5. She has worked in the ____________industry, both in sales and in management, for over 25 years.
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