Reading / comprehension activities

Date: 2015-10-07; view: 385.

Task 4. Read, translate the following text and try to retell it.[edit]

Basic functions and levels of management

Management operates through various functions, often classified as planning, organizing, leading/motivating and controlling.

Planning: deciding what needs to happen in the future (today, next week, next month, next year, over the next 5 years, etc.) and generating plans for action.

Organizing: making optimum use of the resources required to enable the successful carrying out of plans.

Leading/Motivating: exhibiting skills in these areas for getting others to play an effective part in achieving plans.

Controlling: monitoring -- checking progress against plans, which may need modification based on feedback.

The mission of the business is its most obvious purpose -- which may be, for example, to make soap. The vision of the business reflects its aspirations and specifies its intended direction or future destination. The objectives of the business refer to the ends or activity at which a certain task is aimed. The business's policy is a guide that stipulates rules, regulations and objectives, and may be used in the managers' decision-making. It must be flexible and easily interpreted and understood by all employees. The business's strategy refers to the coordinated plan of action that it is going to take, as well as the resources that it will use, to realize its vision and long-term objectives. It is a guideline to managers, stipulating how they ought to allocate and utilize the factors of production to the business's advantage. Initially, it could help the managers decide on what type of business they want to form.

All policies and strategies must be discussed with all managerial personnel and staff. Managers must understand where and how they can implement their policies and strategies. A plan of action must be devised for each department. Policies and strategies must be reviewed regularly. Contingency plans must be devised in case the environment changes. Assessments of progress ought to be carried out regularly by top-level managers.

All policies must be discussed with all managerial personnel and staff that is required in the execution of any departmental policy. They give mid- and lower-level managers a good idea of the future plans for each department. A framework is created whereby plans and decisions are made. Mid- and lower-level management may add their own plans to the business's strategic ones.

The management of a large organization may have three levels: Senior management (or "top management" or "upper management"); Middle management; Low-level management, such as supervisors or team-leaders.

Top-level management requires an extensive knowledge of management roles and skills. They have to be very aware of external factors such as markets. Their decisions are generally of a long-term nature. Their decisions are made using analytic, directive, conceptual and/or behavioral/participative processes. They are responsible for strategic decisions. They have to chalk out the plan and see that plan may be effective in the future. They are executive in nature.

Mid-level managers have a specialized understanding of certain managerial tasks. They are responsible for carrying out the decisions made by top-level management.

Lower management ensures that the decisions and plans taken by the other two are carried out. Lower-level managers' decisions are generally short-term ones.

Task 5. Find the following terms in the text:

1. deciding what needs to happen in the future (today, next week, next month, next year, over the next 5 years, etc.) and generating plans for action –

2. checking progress against plans, which may need modification based on feedback –

3. the most obvious purpose of a business –

4. a guide that stipulates rules, regulations and objectives, and may be used in the managers' decision-making –

5. the coordinated plan of action that it is going to take, as well as the resources that it will use, to realize its vision and long-term objectives –

6. top management –

Task 6. Answer the questions according to the text:

1. What are the basic functions of management?

2. What is the mission of a business?

3. How do we call a guide that stipulates rules, regulations and objectives, and may be used in the managers' decision-making?

4. How do we call the coordinated plan of action that a business is going to take?

5. Name the levels of management.

6. What kind of knowledge does top-level management require?

7. What level of management is responsible for strategic decisions?

Task 7. Fill each gap in the sentences below with correct word from the box. Look up all the unknown words in the dictionary.

Marketing is concerned with getting the right 1_____________ to the right 2_______ at the right 3____________.

Marketing is about meeting consumer 4________at a 5___________.

Marketing makes it easier for 6 ________ to do business with you.

Marketing aims to find out what people 7 ____________; then 8 _______ and developing a 9 _________ or 10 _________ that will satisfy those wants; and then determining the best way to price, 11 _______ and distribute the product or service.

Marketing is the 12 ____________ process responsible for identifying, anticipating and satisfying customer requirements profitably.

Task 8. The term ‘marketeer' is used in marketing magazines and by people in the business, but in general use ‘marketer' is more common. The most popular term, however, is ‘marketing person/people'. There is also a word ‘con-man' which means someone who tricks people into spending money. Make up several sentences with each of these words and show the difference between them.

Task 9. Refresh your Grammar.

1. An organization first determines what its potential customers desire, and then builds the product or service. (Present Simple).

2. Two major factors of marketing are the recruitment of new customers and the retention and expansion of relationships with existing customers. (Present Simple of ‘to be').

3. Once a marketer has converted the prospective buyer, base management marketing takes over. (Present Perfect; Present Simple).

4. The mix of the four "Ps" must reflect the wants and desires of the consumers in the target market, (modal verb ‘must' + the verb).

5. Trying to convince a market segment to buy something they don't want is extremely expensive, (gerund; infinitive; Present Simple).

6. Marketers depend on marketing research to determine what consumers want and what they are willing to pay for it. (Present Simple; infinitive; Present Simple; Present Continuous).

7. Marketers hope that this process will give them a sustainable competitive advantage. (Present Simple; Future Simple).

8. Within most organizations, the activities encompassed by the marketing function are led by a Vice President. (Participle II; Present Simple Passive).

Task 10. Fill in the gaps using verbs in brackets in the right tense or non-finite form.

1. My future speciality (to be) Marketing.

2. Marketing (to meet) consumers needs.

3. Marketers (to think) that marketing research (to help) them (to make) a good marketing plan.

4. Those letters (to write) last week (to lose).

5. Once you (to choose) your future profession and (to enter) the University a hard work (to start).