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Marketing and direction keynotes The various 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 iv Ps:

product (characteristics and features)

price (appropriate market price)

promotion (communicating the production'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 prototype of life that the client would like to identify with.

1. 
   What is marketing?
   

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

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

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

These 4 factors are often referred to as ' The four Ps' . These are special techniques used to marketplace a brand.

Product (or service): what you sell, and the diversity or range of production you sell. This includes the quality (how good it is), branding, and reputation (the opinion the consumers have) of the product. For a service, back up for the client later on the purchase is important. For example, travel insurance is frequently sold with access to a telephone helpline in example of emergency.

Price: how much the production or service costs.

Place: where you sell the product 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 tell consumers about the production or service.

Today some marketers talk nigh an additional four Ps:

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

Physical presence: how your shop or website looks.

Procedure: 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 hold.

Reading 1

1 Before you outset: What is marketing? Why is it important?

ii Read the commodity virtually marketing. Match the questions (ane-6) with the paragraphs (a-f).

one-How do I meet my objectives?

2-What do I want to achieve?

3-What is marketing?

four-How exercise I communicate my message?

5-How do I find out this information?

six-What do I need to know?

Marketing

1. 
   Marketing is finding out about your customers and competitors so that you lot tin provide the right product at the right toll.
   
2. 
   Think near people you want to sell to: your target market. Different products accept different target markets, for example, Swatch and Rolex watches. Questions to ask are:
   

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

~What is the size of the market?

~Is information technology possible for the marketplace to become bigger?

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

3. 
   You detect out this information through market enquiry . 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 is the adjacent step is to set up your objectives. Do you desire to increase sales? To increase market share ? Or to brand your production different from the contest?
   

5. 
   Next, think well-nigh your strategy for meeting your objectives. If your objective is to increase market share, you lot could:
   

~ notice new customers by making your production more than bonny

~ have customers from your competitors

~ persuade your customers to utilise more your product.

6. 
   How will you lot make your strategy work? What message exercise you want to send? At that place are many types of promotion and it is important to choose the correct i,e.g.
   

~ advertisement on Boob tube, in newspapers, etc.

~ straight marketing by post (post shots)

~ telesales- selling to customers on the phone

~ point-of –sheet material in store- free samples of special offers.

Now you are prepare to launch your production in the marketplace. Good luck!

Vocabulary

iii. Lucifer the highlighted words and phrases in the text with the definitions (1-8).

1. 
   ways of telling people about your products _________________
   

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

3 knowledge of your company's products _________________

4 other companies that sell similar products _________________

five finding out about the market place _________________

half dozen to introduce a new product to the market _________________

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

eight a plan you use in order to achieve something _________________

iv. Wait at the text once more. Discover and underline:

1. 
   two market place enquiry methods
   
2. 
   three marketing objectives.
   

Speaking

5. Work in pairs. Accept turns to describe the marketing procedure. Apply these phrases:

~First y'all have to… ~And so… ~Next… ~Later on that… ~Finally

6. Work in groups. Recall of a product yous would like to produce and sell. It could be a new kind of snack or sweet or a new range of make- upward. Y'all decide. Requite your product a name.

7. Yous are fix to market place your production. Draw up a marketing report. And then present your report. Use the programme:

1 Product name, 2- Target market

3 Strategy, 4- Promotion , 5- Ob- ! Do some research. Think of a product you

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

ny which produces it. Who is their target

market? Objectives? Market share? Who

are their competitors? Tell the course.

Two. GLOBAL BRANDS

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

1 2 three

viii

iv 5 half-dozen 7

2 Hash out the questions:

-Are these brand names well known in your land?

-Have y'all always bought or used whatever of their products?

-Do you purchase particular brands of food or clothes? Why/ Why non?

-What are brands for?

9 _®

three Respond the questions:

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

- Why do yous adopt these to other similar brands?

4 Now choose one of the products you use and consider the marketing mix for that brand. Limited your opinion. Think and speak about the post-obit:

production - what are the product'due south features?

place - where tin can you lot buy the production?

price - in comparison with like products

promotion - where and how is it advertised?

Reading 2

1 Read the text which describes how Shell Oil developed a new brand prototype, and see if information technology mentions whatever of the market research methods. What techniques did Shell Oil use?

Hello to the good buys

A new marketing campaign promising hassle*-free and faster fuel buying for customers is under fashion in America. Suzanne Peck reports on the 18-month inquiry project which involves Beat Oil researchers 'moving in' with their customers to test their buying habits.

3 years ago when Sam Morasca asked his wife what could be washed to exceed her expectations when buying gasoline, her answer 'that I would never take to think about information technology any more' made him pause and think.

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

Today, after xviii months of cutting edge research, Shell Oil is on rails to make buying fuel at their 8,900 service stations clearly different with a new make initiative. Its aim is to evangelize 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 Yard, managing director of Strategy and Planning-Marketing, picks upwards the story. 'We began with a customer segment 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 result was that everyone wanted three things from a service station: competitive price, a nearby location and practiced quality fuel- something they all believed was already being delivered by the industry'.

This meant their ownership decisions were influenced by other factors – some wanted full-serve outlets similar the one-time days, some chose a service station depending on whether information technology looked safe or non. 'There were x different segments with unlike needs, and nosotros wanted a improve agreement of each of these audiences.'

A focus grouping was set 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 ownership 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 – outgoing, ambitious, competitive and particular oriented. They drive upmarket cars which make a statement* almost them. Efficiency rules, plus fast pumps, quick access and payment.

- Simplicity Seekers – loyal, caring and sensitive, frustrated with complexities of everyday life want simple and easy transactions.

- Condom Firsters – control oriented, confident people, like order and comfort. Higher value on relationships and go out of their way* to stations that make them experience comfortable. Adopt to stay close to cars.

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

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

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

* to get out of one's manner : to make an endeavor

*hassle: problems

The field system and Shell Oil retailers combined forces to make up one's mind how to eliminate the little hassles that customers sometimes face, such as improved equipment and clearer instructions at the pump. New innovations are currently beingness exam marketed. A new advertising campaign was launched and a sophisticated measurement arrangement introduced to monitor satisfaction, behavior and perception of the brand. 'Fueling* a car is a necessity of life and I believe we are ahead of the game – but nosotros won't permit ourselves to stop and exist defenseless up.'

*fueling (up) (United states of america )= filling upward (GB)

1 Read the text again and number the unlike stages in the research projection in the correct order.

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

b Focus groups studied the 10 segments. ( )

c Beat out Oil'southward marketing team decided to differentiate the Beat brand from the other brands on the market. ( i )

d Beat out launched a new advertising campaign. ( )

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

f Piece of work started on improving products and services. ( )

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

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

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

ane to exceed a a part or section

2 a mission b a group of interested people

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

4 a segment d an consignment or task

5 an audience e to find out / to find

6 a profile f to check at regular intervals

7 to determine 1000 to exist more than

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

something

3 Find words and expressions in the text which stand for to the post-obit definitions.

one Many dissimilar types of consumer who purchase the same product

f ragmented m arket __

two The nearly advanced and up to date

c_________ e________

3 Conclusions people attain most which products to buy

b_________ d________

4 An informal discussion group used for market research

f_________ g________

5 A shared characteristic

c_________ t_________

6 A method of evaluation

m________ s_________

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

As more than and more than industries are marketing products specifically adapted to item (1) segments of the market, market researchers are being asked to conduct studies and to compile more detailed (2)_________ of consumer groups. Broad classifications based on sex, age and social class are not sufficient for companies operating in highly competitive and (3)_________ _________ . Questionnaires are carefully designed to (4)__________ the exact needs and demands of consumers as well as establishing what affects consumer (5)_________ _________ when they choose i production instead of some other. Advertising campaigns czn then be targeted to appeal to the identified (6)__________. Finally, marketing people must (7)___________ the success of the campaign and modify it if necessary.

Give-and-take

Consumers allowed Beat marketing people to 'move in with them' in order to notice their habits and routine. In pairs, talk over the questions.

1. 
   What are the advantages of this type of enquiry over more conventional data collecting processes?
   
2. 
   Would y'all agree to participate (as a potential consumer) in this type of enquiry? Why (not)?
   
3. 
   Why do you recollect some people do accept?
   

iv People's attitudes to brands and marketing can exist very dissimilar. Which of these statements do y'all agree with?

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

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

Reading 3

1 Read the text and make up one's mind which of the in a higher place views is closest to that of the writer.

Coin can buy y'all love

Are we being manipulated into buying brands?

i BRANDS are accused of all sorts of evils, from threatening our wellness and destroying our environment to corrupting our children. Brands are so powerful, it is said, that they forcefulness united states to await alike, eat alike and be alike.

2 This grim pic has been made popular by many recent anti- branding books. The argument has been nigh forcefully stated in Naomi Klein's book ' No Logo: Taking Aim at the Make Bullies" . Its statement runs something similar this. In the new global economy, brands correspond a huge portion of the value of a company and, increasingly, its source of profits. So companies are switching from showcasing product 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 production was something new.

For that, consumers were prepared to pay a premium. Building a brand nationally required little more than an occasional advertisement on Television set 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. Considering shopping was yet a local business and contest limited, a successful brand could maintain its atomic number 82 and high prices for years. A strong make acted equally an constructive bulwark to entry for competing products.

4 Consumers are now bombarded with choices. They are also harder to reach. They are busier, more distracted and have more media to choose from. They are "commercials veterans" experiencing upward to ane,5000 pitches a day. They are more cynical than ever about marketing and less responsive to letters to buy. Jonathan Bond and Richard Kirshenbaum, authors of " Under The Radar- Talking To Today'south Cynical Consumers, say "some of the well-nigh cynical consumers are the young". Nearly half of all United states of america college students have taken courses and "know the enemy". For them, 'shooting downwardly advertising has become a kind of sport".

v Marketers have to have some of the blame. While consumers have inverse beyond recognition, marketing has not. Even in the United states, home to nine of the world'southward ten most valuable brands, information technology tin be a shockingly quondam- fashioned business.

Marketing theory is still largely based on the days when Procter & Take a chance's brand dominated in the Us, and its advertisement 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 appeal to emotions. (Information technology is a much harder chore than describing the features and benefits of a production.) However, brands of the future will have to stand for all of this and more. Not merely will they need to be a postage of product quality and a promise of a more desirable lifestyle but they will also have to project an image of the social responsibility.

2 Read the text again and lucifer the headings a-f with paragraphs ane-5. There is i extra heading.

a Brands past ___________

b Advertisement brands ___________

c The new consumers ___________

d Guilty ___________

e The example against brands ___________

f The importance of brands ___________

3 Read paragraph 3 once again. Are the statements true or imitation?

1 It was relatively easy in the by to create a new brand.

2 Buying a branded product did not toll customers more than.

3 Brands were developed for the international market.

4 The regime closely controlled the markets at abode.

five Brands deterred other companies from inbound the market.

Speaking

i The author suggests young people no longer believe advertizement. Do you agree?

ii What does influence immature people'southward ownership decisions?

Iii. Advertising

Keynotes

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

And persuasion is an art."

William Bernbach, advertising executive

Advertise-to tell the public about a production

or a service in lodge to encourage people to buy or to employ it. Advertisement – ( also informal ad or advertizement) a observe, pic or

flick telling people about a production, job or service. Commercial – an advert

on the radio or on television.

1 Await at these dissimilar means of advertising and answer the questions:

~ newspaper advertising

~ straight mail

~ Telly ad

~ website ad

~ poster

1 Which do yous think is all-time for contacting specific customers?

two Which do y'all think is the near expensive?

2 Which manner (or ways) of advertising do you lot think is most suitable

for these situations:

1 a travel company selling last–minute trip

2 a car visitor launching a new model

3 a bank telling customers nigh a new kind

of banking company account

4 a local politician who wants people to vote for him

Reading four

1 Read the business advice information.

2 Match the questions ( 1 - 4) with the paragraphs ( a - d).

1 Who does it say? 3 Where will you annunciate?

2 Why are you advertizing? iv Who is it for?

Choosing the right advertizement for your product

or service is really important.

Here are some tips.

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

income, buying habits). Discover out what is the best way to accomplish them. Which newspaper

do they read? Which Tv programmes do they lookout man?

2. 
   What do you desire your advert to accomplish? What is its purpose? Do you desire
   

to inform people about your product or service? Practise yous want them to buy information technology, or see

information technology in a different manner? What is its USP (unique selling point)?

c) Keep your message simple and clear. Say just one thing, due east.g. "This is better,"

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

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

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

advertising if the correct people don't see it. Information technology's useless to tell 5 million people

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

existing customers nigh a new kind of business relationship.

Speaking

1 Work in pairs. Read the TALKABOUT advertizing.

GO THE DISTANCE

Stay totally in affect with Motorola's TALKABOUT two-way 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 upwards to three

kilometres. Information technology'southward simple to use, calorie-free and water resistant. And with hands-gratis

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

Stay in touch on with TALKABOUT.

Information technology'south fabricated for y'all.

2 Hash out the following questions:

1 What production is the advertisement for?

two Who are the customers?

3 What is the purpose of the advert?

4 What is the message?

5 What is the method?

3 Get real:

i Collect some advertisements from newspapers,

magazines, or direct mail.

ii Choose one you recollect is good and present it to the class.

3 Say why you remember it is good.

4 Make a form display of proficient advert fabric.

IV. GLOBALISATION

Keynotes

Globalisation is the rapid increase in international gratis trade, investment,

and technological exchange.

Globalisation is forcing business to brand

cost savings by reducing operating costs.

1 fashion to do this is past outsourcing – transferring business organization processes such as

order processing or 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 5

1 Work with a partner. What do you empathise by globalization and consumerism? What are their pros and cons?

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

1 There are astringent environmental changes taking place in the world.

2 Globalization is the synonymous with Americanization.

3 Only 20% of the globe's population lives in rich countries, but they

consume 86% of the world'southward resource.

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

5 The The states is a target for the take-nots of globalization.

6 Debt repayments by developing countries are nine times as much equally the assistance they receive.

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

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

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

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

4 The author holds strong views on these problems. Can yous present some counter- arguments?

Multinational corporations keep price downwardly.

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

Jonathan Rowe examines the cost we pay for this growth.

The Global Economy

I want to talk about the economy. Non 'the economy' nosotros hear most endlessly in the news. 'The economic system' is what men in suits play with to make vast personal wealth. The economic system 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 nearly the real economic system, the ane nosotros live in twenty-four hour period by 24-hour interval. Nigh people aren't particularly interested in 'the economy'. 'Share prices are flying high, interest rates are soaring. The Dow Jones' index closed threescore-iii points downwards on 8472.35.' Nosotros hear this and subconsciously switch off. Notice that 'the economy' is not the same equally the economy. 'The economy' is what

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

Something wrong

We are supposed to exist benefiting from all the advantages of a prosperous society. So why exercise we feel

drained and stressed ? Nosotros have no time for anything other than 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 become more and more than congested, nosotros toxicant our air and seas, and our nutrient is total of chemicals. At that place's something wrong here. If times were truly good, then y'all'd call back we'd all experience optimistic about the future. Yet the majority of united states of america are deeply worried. More xc per cent of united states think we are too concerned nearly ourselves and non concerned enough almost future generations.

Producing and consuming

The term 'economic expansion' suggests something desirable and chivalrous, but expansion only ways spending more than money. More spending doesn't mean that life is getting ameliorate. We all know it oft ways the opposite - greed, deprivation, crime, poverty, pollution. More than spending merely feeds our whole economical system, which is based on product and consumption. Unless money keeps circulating, the economy collapses. Airlines go bust, taking plane manufacturers and travel agents with them. If we don't go along consuming, then manufacturers and retailers go out of business. People don't buy houses, apparel, washing machines, cars.

The whole system goes into stalemate.

Creating demand

As a leading economist put it, consumer societies are 'in need of need'. We don't need the things the economy produces as much equally the economic system needs our sense of need for these things. Why, in our supermarkets, do we have 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 economics, at that place is no concept of enough, but a chronic yearning for more. It is a hunger that cannot be satiated. There is so much craziness in the world. There is an American company that manufactures a range of food with a loftier fatty content. This causes obesity and high blood pressure. By coincidence, the same company also makes products that help people who are trying to nutrition. Not only that, information technology even produces pills for those with high blood pressure.

Almost all of my mail consists of bills (of course), banks trying to lend me coin, catalogues trying to make me spend it, and clemency 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 green beans from Kenya when these countries can hardly feed their own people? It is because these are cash crops, and the countries need the coin to service their debts. Discover that servicing a debt does non mean paying it off. Information technology means simply paying the interest. Western banks make vast profits from third world debt.

Making changes

How practice we

pause the cycle ? We need to go far more than aware of the results of our deportment. We buy apparel that are manufactured in sweat shops past virtual slaves in poor parts of the globe. Nosotros create mountains of waste. We need cheap food, mindless of the fact that information technology is totally devoid of taste and is produced using chemicals that toxicant the land. Nosotros insist on our right to drive our own car wherever we want to go.

The evil of the consumption culture is the way it makes united states

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

half-dozen Co-ordinate to the article, are these statements true or false?

1 'The economic system' is not the same thing as the economy.

2 People experience optimistic considering their lives are so prosperous.

3 The we spend, the better life is.

iv If people stop spending, the economic system collapses.

5 Companies respond to the needs of consumers.

six It'south good that we can buy inexpensive goods from around the world.

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

8 We know how to solve some of these issues, simply we don't desire to practice information technology.

7 What practise y'all understand past the words and phrases underlined in the text?

8 What exercise yous think?

i What are some of the examples of craziness in the world that Jonathan Rowe mentions? Can yous add any more than?

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

3 What do yous think are Jonathan Rowe's attitudes to the following? What are your attitudes?

~ multinational corporations ~ pollution and the surround

~ anti- globalization protesters ~ supermarkets

~ economics ~ Western banks

~ public send ~ companies who use inexpensive

Reading half dozen

one Before reading the text below about Philips, make up one's mind whether you think these statements are true (T) or fake (F).

i Information technology is the world'southward biggest electronics visitor.

ii It has produced over 100 meg TV sets.

3 Its headquarters are in Amsterdam.

4 It was the start visitor to produce compact disks.

5 It is active in a pocket-sized number of specialised businesses.

half dozen It provides the lights for famous landmarks such every bit London'southward 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, holland, to manufacture light bulbs and other electrical products. In the commencement, it full-bodied on making carbon-filament lamps and by the plough of the century was 1 of the largest producers in Europe. Developments in new lighting technologies fuelled a steady programme of expansion and, in 1914, it established a enquiry laboratory to stimulate product innovation.

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

The Philips Company

Philips' headquarters are even so in Eindhoven. It employs 256,400 people all over the world, and has sales and service outlets in 150 countries. Inquiry laboratories are located in vi countries, staffed by some 3,000 scientists. It also has an impressive global network of some 400 designers spread over twenty-v locations. Its shares are listed on 16 stock exchanges in nine countries and it is agile in about 100 businesses, including lighting, monitors, shavers and colour moving-picture show tubes; each day its factories plough out a total of l 1000000 integrated circuits.

The Philips People

Imperial Philips Electronics is managed by the Board of Management, which looks after the general direction and long-term strategy of the Philips group as a whole. The Supervisory Board monitors the general course of business of the Philips group every bit well as advising the Board of Management and supervising its policies. These policies are implemented past the Group Direction Committee, which consists of the members of the Board of Management, chairmen of most of the production divisions and some other central offices. The Group Direction Commission too serves to ensure that business organization issues and practices are shared across the diverse activities in the group.

The company creed is "Allow'southward make things meliorate". It is committed to making better products and systems and contributing to improving the quality of people's work and life. One contempo example of this is its "Genie" mobile phone. To dial a number yous just take to say it aloud. Its Web Television set Internet terminal 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, you lot don't have to wonder whatever more than who lit these world famous landmarks, information technology was Philips.

two 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" once more and find the figures that correspond to the following pieces of information.

Example: The approximate 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 research facilities

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

5 The number of integrated circuits produced every day

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

ane an innovation a a planned series of actions

2 a patent b main offices

three diversification c a place or address

4 a range d the introduction of a new idea

5 headquarters eastward a selection of series

half dozen a location f making different types of products

vii a strategy m an agreed course of action

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

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

one Gerard Philips set up (

established) a visitor in Eindhoven.

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

iii Developments in new lighting technologies fuelled a steady programme for growth (________________).

iv In 1983 it introduced (_____________) the compact disc onto the marketplace.

five Each day its factories produce (___________) a total of fifty one thousand thousand integrated circuits.

6 Royal Philips Electronics is run (____________) past the Board of Management.

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

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

ix The Group Management Committee consists or members of the Board of Management and chairmen of well-nigh of the product sectors (______________).

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

At present check your answers with the text.

6 Consummate the passage using words from exercises 4 and 5 in the right grade.

The key to Philips' success tin be described by two words. The first is innovation ; the company designers are continually developing and creating new products. The second is ____________; Philips is active in about 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 own chairman; most of these chairmen are members of the Grouping Management Committee, which ____________ all visitor decisions and plans. The Supervisory Board ____________ the general business of the grouping and information technology also advises and supervises the Lath of Direction.

! NOW you take some

actress activities to go ready to participate in the round- tabular array discussion "Modernistic social club and global brands. My opinion ". Y'all have some texts, which can be good sources of data to participate in the discussion. You could be divided into three groups and have different assignments. Just use the gamble to express yourself, to create new ideas and to protect your point of view. V. EXTRA ACTIVITIES

Text I

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

a newspaper article or an advertisement?

How Do You Know These Are the Factors of 16

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