6. Read the List Below and Decide Which of the Characteristics Would Qualify as Fake News.

1. /MARKETING AND MANAGEMENT.doc 2. /Документ Microsoft Give-and-take.md

Marketing and management keynotes The diverse activities of the marketing process are referred to as the marketing mix Marketing

MARKETING AND Management

Keynotes

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

production (characteristics and features)

price (advisable market toll)

promotion (communicating the product's benefits)

place (distribution of the product in markets).

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

1. 
   What is marketing?
   

Marketing is in many ways the key activity in business management. In commercial organizations, marketing is 'everybody's business.'

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

• 
  identifying consumer needs and wants in order to develop the production
  
• 
  setting the cost
  
• 
  deciding on the best identify to sell the product
  
• 
  deciding on how best to promote the product
  

These 4 factors are often referred to as ' The 4 Ps' . These are special techniques used to market a make.

Product (or service): what you sell, and the variety or range of product you sell. This includes the quality (how good it is), branding, and reputation (the opinion the consumers accept) of the product. For a service, support for the client afterwards the purchase is important. For case, travel insurance is oft sold with access to a telephone helpline in case of emergency.

Cost: how much the product or service costs.

Place: where you sell the production or service. This means the location of your shop, or outlet, or the accessibility of your service – how easy it is to access.

Promotion: how you lot tell consumers about the product or service.

Today some marketers talk virtually an additional four Ps:

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

Concrete 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 example, tickets, policies and brochures create something the customers can impact and concur.

Reading 1

1 Earlier yous beginning: What is marketing? Why is it of import?

ii Read the article about marketing. Match the questions (1-vi) with the paragraphs (a-f).

1-How practise I see my objectives?

ii-What do I want to accomplish?

3-What is marketing?

4-How do I communicate my message?

v-How do I find out this information?

vi-What do I need to know?

Marketing

1. 
   Marketing is finding out about your customers and competitors so that you can provide the right product at the right price.
   
2. 
   Remember about people y'all want to sell to: your target market. Different products take different target markets, for example, Swatch and Rolex watches. Questions to ask are:
   

~Who are my customers- historic period, sex, income?

~What is the size of the market place?

~Is it possible for the market place to become bigger?

~What about production awareness ? - practise people know about my company's products?

3. 
   You lot find out this data through marketplace research . Market research uses interviews to find out about people's attitudes and questionnaires to find out about their shopping habits.
   

4. 
   When you know who your customers are and how big your market place is the side by side stride is to ready your objectives. Do you want to increase sales? To increase marketplace share ? Or to brand your production different from the contest?
   

5. 
   Side by side, retrieve well-nigh your strategy for coming together your objectives. If your objective is to increase market share, you could:
   

~ find new customers by making your production more attractive

~ take customers from your competitors

~ persuade your customers to use more your product.

6. 
   How will y'all brand your strategy work? What message do you want to send? At that place are many types of promotion and information technology is important to choose the right one,e.g.
   

~ advertising on TV, in newspapers, etc.

~ directly marketing by mail service (mail shots)

~ telesales- selling to customers on the phone

~ point-of –sail material in shop- gratuitous samples of special offers.

Now y'all are ready to launch your product in the market. Practiced luck!

Vocabulary

three. Match the highlighted words and phrases in the text with the definitions (1-8).

1. 
   ways of telling people near your products _________________
   

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

three knowledge of your visitor's products _________________

4 other companies that sell similar products _________________

5 finding out nigh the marketplace _________________

half dozen to introduce a new product to the marketplace _________________

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

8 a plan y'all use in lodge to achieve something _________________

four. Look at the text over again. Notice and underline:

1. 
   ii market enquiry methods
   
2. 
   3 marketing objectives.
   

Speaking

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

~Offset you take to… ~And then… ~Next… ~After that… ~Finally

6. Piece of work in groups. Call up of a production you would like to produce and sell. It could be a new kind of snack or sugariness or a new range of make- up. You decide. Give your product a proper noun.

7. You are ready to marketplace your product. Draw upward a marketing study. So present your report. Use the plan:

1 Product name, 2- Target market

3 Strategy, 4- Promotion , five- Ob- ! Do some research. Think of a product yous

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

ny which produces it. Who is their target

market place? Objectives? Market share? Who

are their competitors? Tell the form.

II. GLOBAL BRANDS

ane Work with a partner. Look at the logos of some multinational companies. What is the proper noun of each visitor? What does information technology produce or sell?

ane ii 3

viii

4 5 6 7

2 Discuss the questions:

-Are these brand names well known in your country?

-Accept you lot always bought or used whatsoever of their products?

-Do you buy particular brands of food or apparel? Why/ Why non?

-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 like brands?

4 Now choose 1 of the products y'all use and consider the marketing mix for that brand. Limited your opinion. Think and speak about the following:

product - what are the production'south features?

place - where can you lot buy the product?

price - in comparison with similar products

promotion - where and how is it advertised?

Reading 2

1 Read the text which describes how Trounce Oil developed a new brand image, and run into if it mentions any of the market place research methods. What techniques did Shell Oil use?

Hello to the expert buys

A new marketing campaign promising hassle*-free and faster fuel ownership for customers is under mode in America. Suzanne Peck reports on the 18-month research projection which involves Shell Oil researchers 'moving in' with their customers to test their ownership habits.

Three years agone when Sam Morasca asked his wife what could be washed to exceed her expectations when ownership gasoline, her respond 'that I would never have to think about it any more' made him pause and think.

The marketing people from Shell Oil Products, of which Sam is vice-president, were desperately seeking means to increase the business organization, and to come up with a strategy which would put them clearly ahead of their competition by differentiating the Beat out Oil brands in the eyes of consumers. 'We are large business organisation for Shell Oil, contributing US $7 bn of revenue, and the leading retailer of gasoline, but information technology is a fragmented market place and the mission was to profitably expand the business organisation,' said Sam.

Today, later on xviii months of cutting edge research, Vanquish Oil is on track to make buying fuel at their 8,900 service stations clearly different with a new make initiative. Its aim is to deliver through facilities, systems upgrades*, and new operating practices, a hassle-gratuitous fueling experience targeted at specific customer segments.

Over the past few years, the company has been developing detailed cognition of consumer needs and attitudes, which formed the basis for the new brand initiative. Team leader Dave M, manager of Strategy and Planning-Marketing, picks up the story. 'We began with a client segment report of 55,000 people, who we stopped in shopping malls in six cities for a 45-minute interview into their attitudes, specially regarding driving and cars. The result was that anybody wanted three things from a service station: competitive price, a nearby location and skillful quality fuel- something they all believed was already being delivered past the manufacture'.

This meant their buying decisions were influenced by other factors – some wanted full-serve outlets like the old days, some chose a service station depending on whether information technology looked condom or not. 'In that location were ten different segments with different needs, and nosotros wanted a better understanding of each of these audiences.'

A focus group was gear 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 habitation and accompanying them on shopping trips to see their ownership habits; and a clinical psychologist was hired to create a psychological profile of each segment.

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

- Premium Speeders – outgoing, ambitious, competitive and detail oriented. They drive upmarket cars which brand a statement* about them. Efficiency rules, plus fast pumps, quick access and payment.

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

- Safety Firsters – control oriented, confident people, like society and condolement. Higher value on relationships and get out of their mode* to stations that make them experience comfortable. Prefer to stay close to cars.

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

* an upgrade : making something work meliorate, and do more than

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

* to get out of one's way : to brand an effort

*hassle: bug

The field system and Shell Oil retailers combined forces to decide how to eliminate the little hassles that customers sometimes face up, such equally improved equipment and clearer instructions at the pump. New innovations are currently being test marketed. A new advertizement campaign was launched and a sophisticated measurement system introduced to monitor satisfaction, behavior and perception of the brand. 'Fueling* a auto is a necessity of life and I believe we are ahead of the game – but we won't permit ourselves to stop and be defenseless upwardly.'

*fueling (up) (US )= filling up (GB)

ane Read the text again and number the different stages in the research project in the correct order.

a They analysed the results, which showed that there were 10 unlike consumer segments. ( )

b Focus groups studied the 10 segments. ( )

c Shell Oil'due south marketing team decided to differentiate the Shell brand from the other brands on the marketplace. ( 1 )

d Beat out launched a new advertizing campaign. ( )

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

f Work started on improving products and services. ( )

grand They carried out a detailed study of the marketplace over 18 months. ( )

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

2 Lucifer the words from the text with their corresponding definitions.

1 to exceed a a role or department

2 a mission b a group of interested people

three an initiative c an important new program with a particular aim

iv a segment d an consignment or job

5 an audience e to find out / to discover

6 a profile f to check at regular intervals

seven to determine chiliad to be more

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

something

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

ane Many different types of consumer who buy the same product

f ragmented grand arket __

2 The most advanced and upwards to date

c_________ e________

iii Conclusions people attain about which products to purchase

b_________ d________

iv An informal give-and-take group used for market research

f_________ g________

v A shared characteristic

c_________ t_________

6 A method of evaluation

m________ s_________

4 Complete the passage using words from exercises ii and 3. Change the form of the words where necessary.

As more and more industries are marketing products specifically adapted to particular (1) segments of the market, marketplace researchers are existence asked to behave studies and to compile more detailed (two)_________ of consumer groups. Broad classifications based on sex, historic period and social class are not sufficient for companies operating in highly competitive and (3)_________ _________ . Questionnaires are carefully designed to (iv)__________ the verbal needs and demands of consumers as well as establishing what affects consumer (5)_________ _________ when they choose one production instead of another. Advertizement campaigns czn so be targeted to entreatment to the identified (6)__________. Finally, marketing people must (7)___________ the success of the campaign and modify it if necessary.

Give-and-take

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

1. 
   What are the advantages of this type of inquiry over more conventional information collecting processes?
   
2. 
   Would you lot agree to participate (as a potential consumer) in this type of research? Why (not)?
   
3. 
   Why do you call back some people do accept?
   

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

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

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

Reading 3

1 Read the text and decide which of the higher up views is closest to that of the author.

Money can buy yous honey

Are we being manipulated into ownership brands?

one BRANDS are accused of all sorts of evils, from threatening our health and destroying our environment to corrupting our children. Brands are so powerful, it is said, that they force us to look alike, eat alike and exist alike.

2 This grim moving picture has been made popular by many recent anti- branding books. The argument has been most forcefully stated in Naomi Klein's book ' No Logo: Taking Aim at the Brand Bullies" . Its argument runs something like this. In the new global economy, brands correspond a huge portion of the value of a visitor and, increasingly, its source of profits. So companies are switching from showcasing product features to marketing aspirations and the dream of a more than 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. Building a brand nationally required little more than an occasional ad on TV or radio stations showing how the product tasted amend or drove faster. There was trivial regulation. It was easy for brands such as Coca-Cola, Kodak and Marlboro to go hugely powerful. Because shopping was still a local business organization and competition limited, a successful brand could maintain its lead and loftier prices for years. A strong make acted as an effective barrier to entry for competing products.

4 Consumers are now bombarded with choices. They are likewise harder to achieve. They are busier, more distracted and have more media to cull from. They are "commercials veterans" experiencing upwardly to 1,5000 pitches a 24-hour interval. They are more cynical than always about marketing and less responsive to messages to buy. Jonathan Bond and Richard Kirshenbaum, authors of " Under The Radar- Talking To Today's Cynical Consumers, say "some of the most cynical consumers are the young". Most half of all United states college students have taken courses and "know the enemy". For them, 'shooting downwardly advertising has get a kind of sport".

5 Marketers have to take some of the blame. While consumers have inverse across recognition, marketing has not. Fifty-fifty in the USA, home to nine of the world'south ten nigh valuable brands, information technology can be a shockingly former- fashioned business.

Marketing theory is withal largely based on the days when Procter & Gamble'southward brand dominated in the The states, and its advertising agencies wrote the rules. Those rules focused on the product 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 job than describing the features and benefits of a product.) However, brands of the future will accept to stand for all of this and more. Non only will they demand to exist a stamp of product quality and a promise of a more desirable lifestyle simply they will also accept to project an prototype of the social responsibility.

2 Read the text again and match the headings a-f with paragraphs 1-5. There is one extra heading.

a Brands past ___________

b Advertizing brands ___________

c The new consumers ___________

d Guilty ___________

east The case against brands ___________

f The importance of brands ___________

3 Read paragraph three again. Are the statements true or false?

i It was relatively easy in the past to create a new brand.

2 Buying a branded product did not toll customers more.

three Brands were developed for the international market.

4 The authorities closely controlled the markets at home.

5 Brands deterred other companies from inbound the market place.

Speaking

ane The author suggests immature people no longer believe ad. Do y'all agree?

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

III. Advertising

Keynotes

"Advertising isn't a scientific discipline. It'southward persuasion.

And persuasion is an art."

William Bernbach, advertising executive

Advertise-to tell the public about a product

or a service in gild to encourage people to buy or to utilise it. Ad – ( also informal ad or advert) a find, picture or

pic telling people about a product, job or service. Commercial – an advert

on the radio or on television.

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

~ paper ad

~ straight mail

~ Idiot box ad

~ website ad

~ poster

ane Which do you think is best for contacting specific customers?

two Which do you think is the most expensive?

2 Which way (or ways) of advertizement do yous think is most suitable

for these situations:

1 a travel visitor selling last–minute trip

2 a motorcar company launching a new model

three a depository financial institution telling customers well-nigh a new kind

of depository financial institution account

4 a local politician who wants people to vote for him

Reading iv

1 Read the business concern advice information.

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

1 Who does it say? three Where will y'all advertise?

2 Why are you advertising? 4 Who is it for?

Choosing the right ad for your product

or service is actually important.

Here are some tips.

1. 
   Sympathise your customers. Discover out who they are ( their age, interests, lifestyle,
   

income, ownership habits). Notice out what is the best style to reach them. Which paper

do they read? Which Idiot box programmes practice they lookout?

2. 
   What do y'all want your advert to achieve? What is its purpose? Do you want
   

to inform people about your product or service? Do you want them to purchase information technology, or meet

it in a unlike fashion? What is its USP (unique selling point)?

c) Keep your bulletin unproblematic and clear. Say just one matter, e.m. "This is ameliorate,"

"This makes life easier." Make sure you have a headline that is eye-catching. Brand

Sure the text tells the customer everything you lot want them to know.

d) Choose a method that volition reach your target market. It's no good having a brilliant

advertisement if the right people don't see it. It'south useless to tell five million people

about something that but 100,000 people need to know: banks don't use TV to tell

existing customers near a new kind of account.

Speaking

1 Work in pairs. Read the TALKABOUT advertizing.

Go THE DISTANCE

Stay totally in touch with Motorola's TALKABOUT ii-way radio. Wherever

your sport takes you lot – on the ski slopes, in the wood, on the water or in the

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

kilometres. It'south simple to utilize, calorie-free and water resistant. And with hands-complimentary

and voice activation, it works wherever you choose to take information technology.

Stay in bear on with TALKABOUT.

It's made for you.

2 Discuss the following questions:

1 What production is the advertisement for?

two Who are the customers?

iii What is the purpose of the advertisement?

4 What is the bulletin?

5 What is the method?

3 Get real:

i Collect some advertisements from newspapers,

magazines, or directly mail.

2 Choose one y'all call up is proficient and present it to the class.

3 Say why y'all think information technology is skilful.

4 Make a class brandish of expert advertising material.

IV. GLOBALISATION

Keynotes

Globalisation is the rapid increment in international costless trade, investment,

and technological exchange.

Globalisation is forcing business to make

cost savings by reducing operating costs.

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

order processing or call centre management

to outside suppliers and service providers.

Offshoring is a new course of outscoring where businesses relocate back-function operations in overseas facilities

where labour costs are lower.

Reading 5

1 Work with a partner. What do y'all understand by globalization and consumerism? What are their pros and cons?

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

1 There are severe environmental changes taking identify in the world.

2 Globalization is the synonymous with Americanization.

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

eat 86% of the world'south resources.

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

v The United States is a target for the have-nots of globalization.

six Debt repayments past developing countries are nine times as much as the assist they receive.

vii The global economy puts no value on morality, simply profit.

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

What is your reaction to the facts? Do y'all agree with the opinion? Compare with the class.

3. 
   Read the article. Which of the topics in exercise 2 are mentioned?
   

4 The author holds potent views on these issues. Can y'all present some counter- arguments?

Multinational corporations keep price downwards.

Economic growth is the road to the global prosperity. Or is it?-

Jonathan Rowe examines the toll nosotros pay for this growth.

The Global Economy

I want to talk about the economic system. Non 'the economic system' we hear about endlessly in the news. 'The economic system' is what men in suits play with to make vast personal wealth. The economy is where the rest of us live on a daily basis, earning our living, paying our taxes, and each day and in politicians' speeches. I want to talk about the existent economy, the one we live in day past 24-hour interval. Almost people aren't peculiarly interested in 'the economy'. 'Share prices are flying high, interest rates are soaring. The Dow Jones' alphabetize airtight lx-three points downwards on 8472.35.' Nosotros hear this and subconsciously switch off. Notice that 'the economy' is not the same as the economy. 'The economy' is what

men in suits play with to make vast personal wealth. The economy is where the rest of us 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 society. Then why practice we feel

drained and stressed ? We have no time for anything other than piece of work, which is ironic given the number of labour -saving devices in our lives. The kids are e'er hassling for the latest electronic gadgets. Our towns go more and more congested, we poison our air and seas, and our nutrient is full of chemicals. There's something wrong here. If times were truly skillful, then you'd call back we'd all feel optimistic nearly the future. Yet the majority of us are deeply worried. More than 90 per cent of us think we are too concerned nearly ourselves and not concerned plenty virtually future generations.

Producing and consuming

The term 'economic expansion' suggests something desirable and benevolent, but expansion simply ways spending more coin. More spending doesn't hateful that life is getting better. We all know it often means the opposite - greed, deprivation, criminal offense, poverty, pollution. More spending just feeds our whole economic organisation, which is based on production and consumption. Unless money keeps circulating, the economic system collapses. Airlines become bust, taking plane manufacturers and travel agents with them. If we don't keep consuming, and so manufacturers and retailers get out of business organization. People don't buy houses, clothes, washing machines, cars.

The whole arrangement goes into stalemate.

Creating demand

Equally a leading economist put it, consumer societies are 'in need of demand'. Nosotros don't demand the things the economy produces as much as the economy needs our sense of demand for these things. Why, in our supermarkets, do we have to cull from sixty different kinds of toilet paper and a hundred dissimilar breakfast cereals?

Need is the phenomenon that keeps the engines of expansion turning relentlessly. In economic science, there is no concept of enough, merely a chronic yearning for more. It is a hunger that cannot be satiated. There is so much craziness in the world. In that location is an American company that manufactures a range of food with a high fatty content. This causes obesity and high blood pressure. By coincidence, the same company also makes products that assist people who are trying to diet. Not only that, it even produces pills for those with high claret pressure.

Nearly all of my mail service consists of bills (of grade), banks trying to lend me money, catalogues trying to make me spend information technology, 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 light-green beans from Kenya when these countries can hardly feed their own people? It is because these are cash crops, and the countries demand the money to service their debts. Notice that servicing a debt does not mean paying information technology off. Information technology means just paying the interest. Western banks make vast profits from third world debt.

Making changes

How do we

break the bike ? Nosotros demand to go far more aware of the results of our actions. We buy clothes that are manufactured in sweat shops by virtual slaves in poor parts of the world. Nosotros create mountains of waste matter. Nosotros demand inexpensive food, mindless of the fact that it is totally devoid of gustatory modality and is produced using chemicals that poisonous substance the state. We insist on our right to drive our own car wherever we desire to go.

The evil of the consumption civilisation is the fashion it makes us

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

6 According to the article, are these statements true or false?

1 'The economic system' is non the same thing as the economy.

two People feel optimistic because their lives are so prosperous.

iii The nosotros spend, the better life is.

4 If people finish spending, the economic system collapses.

5 Companies respond to the needs of consumers.

6 It'southward good that we can buy cheap goods from effectually the world.

vii Many developing countries export nutrient to pay back their debts.

eight We know how to solve some of these problems, but we don't desire to exercise it.

7 What exercise y'all understand by the words and phrases underlined in the text?

8 What do y'all call back?

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

2 Is it economic colonialization to sell Kentucky Fried Chicken to the world, or is it only giving people what they want?

3 What do you lot think are Jonathan Rowe'southward attitudes to the post-obit? What are your attitudes?

~ multinational corporations ~ pollution and the environment

~ anti- globalization protesters ~ supermarkets

~ economic science ~ Western banks

~ public transport ~ companies who use cheap

Reading vi

ane Before reading the text below about Philips, determine whether yous recall these statements are true (T) or false (F).

one It is the world's biggest electronics company.

2 It has produced over 100 meg Television sets.

3 Its headquarters are in Amsterdam.

4 It was the outset company to produce compact disks.

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

6 It provides the lights for famous landmarks such as London's Tower Bridge.

Read the text and check your answers.

The Philips Story

The foundations of the globe's biggest electronics company were laid in 1891 when Gerard Philips established a visitor in Eindhoven, the Netherlands, to manufacture light bulbs and other electric products. In the first, it full-bodied on making carbon-filament lamps and by the plow of the century was one of the largest producers in Europe. Developments in new lighting technologies fuelled a steady programme 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 10-ray radiation 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 heady product ideas similar the compact disc, which is launched in 1983. Other interesting landmarks include the production of Philips' 100-millionth Goggle box in 1984 and 250- millionth Phil shave electric shaver in 1989.

The Philips Company

Philips' headquarters are still in Eindhoven. Information technology employs 256,400 people all over the world, and has sales and service outlets in 150 countries. Inquiry laboratories are located in six countries, staffed by some iii,000 scientists. It too has an impressive global network of some 400 designers spread over twenty-5 locations. Its shares are listed on xvi stock exchanges in nine countries and information technology is agile in near 100 businesses, including lighting, monitors, shavers and colour picture tubes; each twenty-four hour period its factories turn out a full of fifty million integrated circuits.

The Philips People

Royal Philips Electronics is managed past the Lath of Direction, which looks later on the general direction and long-term strategy of the Philips group equally a whole. The Supervisory Lath monitors the general course of business of the Philips grouping equally well as advising the Board of Management and supervising its policies. These policies are implemented by the Group Management Commission, which consists of the members of the Lath of Management, chairmen of most of the production divisions and another key offices. The Group Direction Committee also serves to ensure that business issues and practices are shared across the various activities in the group.

The company creed is "Let'south make things better". It is committed to making better products and systems and contributing to improving the quality of people'due south work and life. One recent instance of this is its "Genie" mobile phone. To dial a number you lot only have to say it aloud. Its Web Goggle box Internet terminal brings the excitement of internet into the living room. And on travels around the world, whether passing the Eiffel Tower in Paris, or witnessing the beauty of the aboriginal pyramids of Giza, yous don't have to wonder any 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 eastward 1984

3 Read "The Philips Company" again and notice the figures that represent to the following pieces of data.

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

one The number of people working for Philips worldwide

two The number of countries with sales and service outlets

3 The number of countries where Philips has research facilities

iv The guess number of scientists working in Philips' inquiry laboratories

5 The number of integrated circuits produced every day

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

one an innovation a a planned series of deportment

2 a patent b main offices

3 diversification c a place or address

4 a range d the introduction of a new idea

v headquarters e a choice of serial

6 a location f making dissimilar types of products

vii a strategy grand an agreed course of activeness

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

5 In pairs, supersede the words in italics with the words used in the text.

1 Gerard Philips set upward (

established) a company in Eindhoven.

ii The visitor initially specialised in (___________) making carbon-filament lamps.

three Developments in new lighting technologies fuelled a steady program for growth (________________).

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

5 Each day its factories produce (___________) a full of fifty million integrated circuits.

6 Majestic Philips Electronics is run (____________) past the Lath of Management.

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

eight Policies are put into practice (______________) by the Group Management Commission.

nine The Grouping Management Committee consists or members of the Lath of Management and chairmen of about of the product sectors (______________).

10 The Group Management Committee serves to ensure that important matters (_________________) and ways of doing business (_______________) are shared across the company.

Now check your answers with the text.

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

The key to Philips' success can be described past 2 words. The showtime is innovation ; the company designers are continually developing and creating new products. The second is ____________; Philips is active in most 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 production ____________ has its ain chairman; almost of these chairmen are members of the Group Management Committee, which ____________ all company decisions and plans. The Supervisory Board ____________ the full general business of the grouping and it also advises and supervises the Board of Management.

! NOW you take some

extra activities to get ready to participate in the round- table discussion "Modern society and global brands. My opinion ". You have some texts, which can be adept sources of information to participate in the discussion. You could be divided into three groups and accept dissimilar assignments. Just use the adventure to express 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-mail,

a newspaper commodity or an advertisement?

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

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