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

MARKETING AND MANAGEMENT

Keynotes

The diverse activities of the marketing process are referred to every bit the marketing mix and traditionally include the four Ps:

product (characteristics and features)

price (appropriate market place toll)

promotion (communicating the product's benefits)

place (distribution of the product in markets).

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

1. 
   What is marketing?
   

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

Marketing is the term given to all the dissimilar activities intended to make and concenter a profitable need for a product. This involves:

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

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

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 stance the consumers accept) of the product. For a service, support for the client later on the purchase is important. For example, travel insurance is ofttimes sold with access to a phone helpline in case of emergency.

Cost: how much the product or service costs.

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

Promotion: how you tell consumers about the production or service.

Today some marketers talk about an additional four Ps:

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

Physical 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 show: how your service becomes tangible.

For example, tickets, policies and brochures create something the customers can touch and concur.

Reading 1

1 Earlier you start: What is marketing? Why is information technology important?

2 Read the article about marketing. Friction match the questions (ane-6) with the paragraphs (a-f).

1-How do I come across my objectives?

2-What do I want to achieve?

3-What is marketing?

4-How practise I communicate my message?

five-How exercise I notice out this information?

half-dozen-What practice I need to know?

Marketing

1. 
   Marketing is finding out almost your customers and competitors so that you can provide the right product at the right toll.
   
2. 
   Recollect virtually people y'all desire to sell to: your target market. Unlike products accept different target markets, for case, Swatch and Rolex watches. Questions to inquire are:
   

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

~What is the size of the market?

~Is it possible for the market to go bigger?

~What about product sensation ? - exercise people know nearly my visitor's products?

3. 
   You lot find out this information through market enquiry . Marketplace research uses interviews to detect out about people's attitudes and questionnaires to notice out about their shopping habits.
   

4. 
   When y'all know who your customers are and how big your market is the adjacent step is to ready your objectives. Do you want to increase sales? To increment market place share ? Or to make your product different from the competition?
   

5. 
   Side by side, retrieve nigh your strategy for meeting your objectives. If your objective is to increment market share, you could:
   

~ find new customers by making your product more than attractive

~ take customers from your competitors

~ persuade your customers to use more than your production.

6. 
   How will you brand your strategy work? What message exercise you want to send? There are many types of promotion and it is important to choose the right one,due east.grand.
   

~ advertisement on TV, in newspapers, etc.

~ direct marketing past post (mail shots)

~ telesales- selling to customers on the phone

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

Now you are ready to launch your product in the market. Skilful luck!

Vocabulary

three. Friction match the highlighted words and phrases in the text with the definitions (one-viii).

1. 
   ways of telling people near your products _________________
   

2. 
   the office of the total market place that buys your product _________________
   

3 noesis of your visitor's products _________________

4 other companies that sell like products _________________

five finding out about the marketplace _________________

vi to innovate a new product to the market _________________

vii the kind of people y'all are interested in selling to _________________

8 a program you utilise in guild to attain something _________________

4. Look at the text again. Find and underline:

1. 
   two market inquiry methods
   
2. 
   3 marketing objectives.
   

Speaking

5. Work in pairs. Take turns to describe the marketing process. Utilize these phrases:

~First you have to… ~Then… ~Adjacent… ~After that… ~Finally

6. Work in groups. Think of a production you would like to produce and sell. Information technology could be a new kind of snack or sweet or a new range of make- up. You decide. Give your product a proper noun.

7. Y'all are ready to marketplace your production. Draw up a marketing report. And so present your report. Utilize the plan:

one Production name, two- Target market

3 Strategy, four- Promotion , 5- Ob- ! Do some enquiry. Think of a production you

jectives. know or purchase regularly, and well-nigh a compa-

ny which produces information technology. Who is their target

market place? Objectives? Marketplace share? Who

are their competitors? Tell the class.

II. GLOBAL BRANDS

i Work with a partner. Look at the logos of some multinational companies. What is the name of each visitor? What does it produce or sell?

ane ii 3

8

4 v 6 7

two Discuss the questions:

-Are these brand names well known in your country?

-Have you e'er bought or used any of their products?

-Do you buy particular brands of food or clothes? Why/ Why not?

-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 similar brands?

iv Now choose one of the products you lot use and consider the marketing mix for that brand. Limited your opinion. Think and speak about the following:

product - what are the product's features?

place - where can you 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 Shell Oil developed a new make image, and run into if it mentions any of the market inquiry methods. What techniques did Crush Oil employ?

Hello to the good buys

A new marketing campaign promising hassle*-costless and faster fuel buying for customers is under manner in America. Suzanne Peck reports on the xviii-month research project which involves Trounce Oil researchers 'moving in' with their customers to examination their buying habits.

Three years ago when Sam Morasca asked his wife what could exist done to exceed her expectations when buying gasoline, her answer 'that I would never have to recollect almost it any more' made him intermission and retrieve.

The marketing people from Shell Oil Products, of which Sam is vice-president, were desperately seeking ways to increase the business, and to come up up with a strategy which would put them clearly alee of their contest by differentiating the Shell Oil brands in the eyes of consumers. 'Nosotros are large business for Shell Oil, contributing Us $7 bn of revenue, and the leading retailer of gasoline, just it is a fragmented market place and the mission was to profitably expand the concern,' said Sam.

Today, later on xviii months of cut edge enquiry, Crush Oil is on rails to make buying fuel at their 8,900 service stations clearly dissimilar with a new brand initiative. Its aim is to deliver through facilities, systems upgrades*, and new operating practices, a hassle-complimentary fueling experience targeted at specific customer segments.

Over the by few years, the visitor has been developing detailed knowledge of consumer needs and attitudes, which formed the basis for the new brand initiative. Squad leader Dave Yard, manager of Strategy and Planning-Marketing, picks up the story. 'We began with a client segment written report of 55,000 people, who we stopped in shopping malls in six cities for a 45-minute interview into their attitudes, particularly regarding driving and cars. The outcome was that everyone wanted three things from a service station: competitive price, a nearby location and proficient quality fuel- something they all believed was already being delivered by the industry'.

This meant their buying decisions were influenced past other factors – some wanted full-serve outlets like the old days, some chose a service station depending on whether it looked condom or not. 'There were 10 different segments with different needs, and we wanted a improve agreement of each of these audiences.'

A focus group was prepare up for each segment; an anthropological study was carried out, which involved squad members spending waking hours with people from each segment, watching them at domicile and accompanying them on shopping trips to come across their buying habits; and a clinical psychologist was hired to create a psychological profile of each segment.

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

- Premium Speeders – approachable, ambitious, competitive and detail oriented. They bulldoze upmarket cars which make a statement* nearly 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 like shooting fish in a barrel transactions.

- Safety Firsters – control oriented, confident people, like society and condolement. Higher value on relationships and become out of their style* to stations that make them experience comfy. Adopt to stay shut to cars.

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

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

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

* to become out of i's mode : to make an endeavor

*hassle: problems

The field organisation and Shell Oil retailers combined forces to determine 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 arrangement introduced to monitor satisfaction, behavior and perception of the make. 'Fueling* a car is a necessity of life and I believe we are ahead of the game – only we won't allow ourselves to stop and be caught up.'

*fueling (up) (The states )= filling upwards (GB)

one 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 x unlike consumer segments. ( )

b Focus groups studied the 10 segments. ( )

c Shell Oil'southward marketing team decided to differentiate the Shell brand from the other brands on the market. ( 1 )

d Crush launched a new ad campaign. ( )

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

f Work started on improving products and services. ( )

g They carried out a detailed written report of the market 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

ii a mission b a grouping of interested people

3 an initiative c an important new programme with a item aim

four a segment d an assignment or task

5 an audience e to detect out / to discover

half dozen a profile f to check at regular intervals

7 to determine one thousand to be more than

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

something

3 Notice words and expressions in the text which stand for to the following definitions.

1 Many different types of consumer who buy the same product

f ragmented g arket __

2 The almost advanced and up to date

c_________ e________

iii Conclusions people reach about which products to purchase

b_________ d________

four An informal discussion group used for market research

f_________ g________

five A shared characteristic

c_________ t_________

6 A method of evaluation

m________ s_________

4 Consummate the passage using words from exercises ii and three. Change the class of the words where necessary.

As more and more industries are marketing products specifically adapted to detail (1) segments of the market place, market researchers are existence asked to deport studies and to compile more than detailed (2)_________ of consumer groups. Wide classifications based on sex activity, age and social class are not sufficient for companies operating in highly competitive and (three)_________ _________ . Questionnaires are advisedly designed to (4)__________ the exact needs and demands of consumers too as establishing what affects consumer (5)_________ _________ when they cull one product instead of another. Advertising campaigns czn so exist targeted to entreatment to the identified (six)__________. Finally, marketing people must (vii)___________ the success of the campaign and modify information technology if necessary.

Give-and-take

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

1. 
   What are the advantages of this type of research over more than conventional data collecting processes?
   
2. 
   Would you agree to participate (equally a potential consumer) in this type of research? Why (not)?
   
3. 
   Why do you think some people do accept?
   

iv People's attitudes to brands and marketing tin can be very different. Which of these statements exercise you lot hold with?

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

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

Reading 3

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

Money can buy you love

Are nosotros being manipulated into buying brands?

one BRANDS are defendant of all sorts of evils, from threatening our health and destroying our surround to corrupting our children. Brands are so powerful, information technology is said, that they forcefulness us to await alike, eat alike and be akin.

2 This grim picture has been made popular by many recent anti- branding books. The argument has been most forcefully stated in Naomi Klein'due south book ' No Logo: Taking Aim at the Make Bullies" . Its argument runs something like this. In the new global economy, brands stand for 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 than exciting lifestyle.

iii Historically, edifice a make 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 advertisement on TV or radio stations showing how the product tasted better or drove faster. In that location was little regulation. Information technology was easy for brands such as Coca-Cola, Kodak and Marlboro to become hugely powerful. Because shopping was still a local business organisation and contest limited, a successful brand could maintain its lead and high prices for years. A strong brand acted as an effective barrier to entry for competing products.

4 Consumers are now bombarded with choices. They are too harder to reach. They are busier, more than distracted and accept more media to cull from. They are "commercials veterans" experiencing up to 1,5000 pitches a day. They are more cynical than e'er about marketing and less responsive to messages to buy. Jonathan Bail and Richard Kirshenbaum, authors of " Nether The Radar- Talking To Today'southward Cynical Consumers, say "some of the most cynical consumers are the young". About half of all US higher students have taken courses and "know the enemy". For them, 'shooting down advertisement has become a kind of sport".

5 Marketers accept to take some of the arraign. While consumers have inverse beyond recognition, marketing has non. Even in the Us, habitation to 9 of the world'south 10 almost valuable brands, it tin be a shockingly onetime- fashioned business.

Marketing theory is still largely based on the days when Procter & Gamble'southward brand dominated in the USA, 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 make not a production- to sell a lifestyle or a personality, to appeal to emotions. (Information technology is a much harder task than describing the features and benefits of a product.) Notwithstanding, brands of the time to come will have to stand for all of this and more. Non only will they demand to be a postage of product quality and a promise of a more desirable lifestyle just they volition as well have to project an image of the social responsibility.

2 Read the text again and match the headings a-f with paragraphs i-5. At that place is one extra heading.

a Brands past ___________

b Advertising brands ___________

c The new consumers ___________

d Guilty ___________

due east The case against brands ___________

f The importance of brands ___________

three Read paragraph three over again. Are the statements true or faux?

1 It was relatively piece of cake in the past to create a new brand.

2 Buying a branded product did not price customers more.

iii Brands were developed for the international market.

4 The government closely controlled the markets at dwelling house.

5 Brands deterred other companies from entering the market.

Speaking

1 The author suggests young people no longer believe advertizement. Do yous concord?

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

Iii. Ad

Keynotes

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

And persuasion is an art."

William Bernbach, advertising executive

Advertise-to tell the public nearly a product

or a service in club to encourage people to buy or to utilize information technology. Advertising – ( also breezy ad or advert) a detect, flick or

motion-picture show telling people about a product, job or service. Commercial – an advert

on the radio or on television.

1 Look at these unlike ways of advertising and answer the questions:

~ paper ad

~ direct mail

~ Telly ad

~ website ad

~ poster

1 Which practise you think is best for contacting specific customers?

2 Which do you recollect is the virtually expensive?

two Which way (or ways) of advertisement do you think is nigh suitable

for these situations:

1 a travel company selling final–infinitesimal trip

2 a auto company launching a new model

3 a bank telling customers about a new kind

of bank account

4 a local pol who wants people to vote for him

Reading four

1 Read the business organization advice information.

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

ane Who does it say? 3 Where will you lot advertise?

ii Why are you advertizing? 4 Who is information technology for?

Choosing the right advertising for your product

or service is really of import.

Here are some tips.

1. 
   Empathize your customers. Find out who they are ( their age, interests, lifestyle,
   

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

do they read? Which TV programmes exercise they spotter?

2. 
   What practice you desire your advertisement to reach? What is its purpose? Do yous want
   

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

it in a dissimilar way? What is its USP (unique selling signal)?

c) Keep your message uncomplicated and clear. Say just i affair, e.g. "This is amend,"

"This makes life easier." Make sure y'all take a headline that is middle-catching. Make

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

d) Choose a method that will reach your target market. Information technology's no good having a brilliant

advertisement if the correct people don't see it. It'due south useless to tell 5 million people

about something that but 100,000 people demand to know: banks don't apply Telly to tell

existing customers about a new kind of business relationship.

Speaking

ane Work in pairs. Read the TALKABOUT ad.

Get THE DISTANCE

Stay totally in bear on with Motorola's TALKABOUT two-way radio. Wherever

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

air – yous're in abiding contact with your friends or your guide for upward to iii

kilometres. It's simple to utilize, lite and water resistant. And with easily-free

and vox activation, it works wherever you cull to take it.

Stay in affect with TALKABOUT.

It's made for you lot.

two Discuss the post-obit questions:

ane What production is the advertisement for?

2 Who are the customers?

3 What is the purpose of the advertizement?

4 What is the message?

5 What is the method?

iii Get real:

1 Collect some advertisements from newspapers,

magazines, or straight mail.

2 Choose 1 you retrieve is good and present it to the class.

3 Say why you lot retrieve it is practiced.

iv Make a class display of adept advertising textile.

IV. GLOBALISATION

Keynotes

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

and technological exchange.

Globalisation is forcing concern to make

cost savings by reducing operating costs.

One mode to do this is by outsourcing – transferring business processes such every bit

order processing or call centre management

to outside suppliers and service providers.

Offshoring is a new grade of outscoring where businesses relocate back-role 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?

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

1 There are severe environmental changes taking place in the earth.

two Globalization is the synonymous with Americanization.

3 But twenty% of the world's population lives in rich countries, just they

consume 86% of the world's resources.

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

v The U.s.a. is a target for the have-nots of globalization.

half-dozen Debt repayments by developing countries are nine times as much as the aid they receive.

7 The global economy puts no value on morality, but turn a profit.

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

What is your reaction to the facts? Exercise yous agree with the stance? Compare with the grade.

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

4 The author holds strong views on these issues. Tin you present some counter- arguments?

Multinational corporations keep toll down.

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

Jonathan Rowe examines the price we pay for this growth.

The Global Economic system

I desire to talk nearly the economic system. Non 'the economy' nosotros 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 alive on a daily basis, earning our living, paying our taxes, and each day and in politicians' speeches. I desire to talk almost the real economy, the 1 nosotros live in day by day. Almost people aren't especially interested in 'the economy'. 'Share prices are flying high, interest rates are soaring. The Dow Jones' index closed sixty-three points down on 8472.35.' We hear this and subconsciously switch off. Notice that 'the economy' is non the same equally the economy. 'The economic system' is what

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

Something wrong

Nosotros are supposed to be benefiting from all the advantages of a prosperous society. So why do nosotros feel

tuckered and stressed ? Nosotros have no fourth dimension for anything other than work, which is ironic given the number of labour -saving devices in our lives. The kids are ever hassling for the latest electronic gadgets. Our towns become more and more congested, we poison our air and seas, and our food is full of chemicals. In that location'south something incorrect hither. If times were truly skilful, so you'd recollect we'd all feel optimistic about the time to come. Yet the bulk of us are deeply worried. More than xc per cent of us think nosotros are too concerned near ourselves and not concerned enough about future generations.

Producing and consuming

The term 'economical expansion' suggests something desirable and chivalrous, only expansion but means spending more money. More spending doesn't hateful that life is getting better. We all know it often ways the reverse - greed, deprivation, crime, poverty, pollution. More spending merely feeds our whole economical system, which is based on production and consumption. Unless money keeps circulating, the economy collapses. Airlines go bust, taking plane manufacturers and travel agents with them. If we don't keep consuming, so manufacturers and retailers get out of business organization. People don't purchase houses, wearing apparel, washing machines, cars.

The whole arrangement goes into stalemate.

Creating need

As a leading economist put information technology, consumer societies are 'in demand of need'. We don't demand the things the economy produces every bit much as the economic system needs our sense of need for these things. Why, in our supermarkets, do nosotros take to cull from sixty dissimilar kinds of toilet paper and a hundred different breakfast cereals?

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

Well-nigh all of my mail service consists of bills (of course), banks trying to lend me money, catalogues trying to brand me spend it, 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 greenish beans from Kenya when these countries can hardly feed their own people? Information technology is considering these are cash crops, and the countries need the money to service their debts. Notice that servicing a debt does not hateful paying it off. It means just paying the involvement. Western banks make vast profits from third earth debt.

Making changes

How practise we

break the bike ? We need to become far more enlightened of the results of our actions. We buy clothes that are manufactured in sweat shops past virtual slaves in poor parts of the globe. We create mountains of waste matter. Nosotros need cheap food, mindless of the fact that information technology is totally devoid of taste and is produced using chemicals that poison the country. Nosotros insist on our right to drive our own car wherever we want to go.

The evil of the consumption civilisation is the way information technology makes us

oblivious to the impact of our own behaviour . Our main problem is not that nosotros don't know what to do about information technology. Information technology is mustering the desire to do it.

6 According to the article, are these statements truthful or imitation?

1 'The economy' is not the aforementioned matter as the economic system.

2 People experience optimistic because their lives are so prosperous.

iii The we spend, the better life is.

iv If people stop spending, the economy collapses.

five Companies respond to the needs of consumers.

6 It'due south adept that we can buy cheap goods from around the world.

vii Many developing countries consign food to pay back their debts.

8 We know how to solve some of these issues, but we don't want to practice it.

7 What do you understand past the words and phrases underlined in the text?

viii What do you lot call up?

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

2 Is it economical colonialization to sell Kentucky Fried Craven to the world, or is it just giving people what they desire?

3 What do you recall are Jonathan Rowe's attitudes to the following? What are your attitudes?

~ multinational corporations ~ pollution and the surround

~ anti- globalization protesters ~ supermarkets

~ economic science ~ Western banks

~ public transport ~ companies who use cheap

Reading 6

1 Earlier reading the text below almost Philips, decide whether you call back these statements are truthful (T) or false (F).

1 It is the world'south biggest electronics visitor.

2 It has produced over 100 million TV sets.

iii Its headquarters are in Amsterdam.

4 It was the start company to produce compact disks.

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

6 Information technology provides the lights for famous landmarks such as London'south Belfry Bridge.

Read the text and cheque your answers.

The Philips Story

The foundations of the globe'south biggest electronics company were laid in 1891 when Gerard Philips established a company in Eindhoven, kingdom of the netherlands, to manufacture calorie-free bulbs and other electrical products. In the beginning, it concentrated on making carbon-filament lamps and past the plough of the century was one of the largest producers in Europe. Developments in new lighting technologies fuelled a steady plan of expansion and, in 1914, it established a inquiry laboratory to stimulate production innovation.

In the 1920s, Philips decided to protect its innovations in Ten-ray radiation and radio reception with patents. This marked the beginning of the diversification of its product range. Since and so, Philips has continued to develop new and exciting product ideas similar the compact disc, which is launched in 1983. Other interesting landmarks include the production of Philips' 100-millionth Idiot box in 1984 and 250- millionth Phil shave electric shaver in 1989.

The Philips Company

Philips' headquarters are still in Eindhoven. It employs 256,400 people all over the world, and has sales and service outlets in 150 countries. Research laboratories are located in half-dozen countries, staffed by some 3,000 scientists. Information technology also has an impressive global network of some 400 designers spread over 20-5 locations. Its shares are listed on sixteen stock exchanges in nine countries and it is active in well-nigh 100 businesses, including lighting, monitors, shavers and color picture tubes; each day its factories turn out a full of 50 million integrated circuits.

The Philips People

Royal Philips Electronics is managed by the Lath of Management, which looks later on the general management and long-term strategy of the Philips group every bit a whole. The Supervisory Lath monitors the general course of business of the Philips grouping as 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 well-nigh of the product divisions and some other key offices. The Group Management Commission also serves to ensure that business issues and practices are shared across the various activities in the group.

The visitor creed is "Let's make things better". Information technology is committed to making meliorate products and systems and contributing to improving the quality of people'south piece of work and life. One recent example of this is its "Genie" mobile phone. To punch a number you lot just have to say information technology aloud. Its Web Idiot box 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 take to wonder any more than who lit these earth 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 e 1984

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

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

1 The number of people working for Philips worldwide

2 The number of countries with sales and service outlets

three The number of countries where Philips has research facilities

4 The guess number of scientists working in Philips' enquiry laboratories

5 The number of integrated circuits produced every mean solar day

4 Friction match the words from the text with their corresponding definitions.

one an innovation a a planned series of deportment

two a patent b master offices

3 diversification c a place or address

4 a range d the introduction of a new idea

5 headquarters e a selection of series

6 a location f making different types of products

7 a strategy m an agreed class of action

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

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

1 Gerard Philips fix up (

established) a company in Eindhoven.

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

3 Developments in new lighting technologies fuelled a steady plan for growth (________________).

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

5 Each day its factories produce (___________) a full of 50 million integrated circuits.

vi Royal Philips Electronics is run (____________) by the Lath of Direction.

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

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

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

x The Group Management Commission serves to ensure that important matters (_________________) and ways of doing business (_______________) are shared beyond the company.

Now check your answers with the text.

6 Consummate the passage using words from exercises four and v in the correct form.

The key to Philips' success can be described past two words. The beginning 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 direction. Each product ____________ has its own chairman; nearly of these chairmen are members of the Group Management Committee, which ____________ all visitor decisions and plans. The Supervisory Board ____________ the full general business of the group and information technology also advises and supervises the Board of Direction.

! NOW you lot have some

extra activities to get prepare to participate in the round- table discussion "Modern society and global brands. My opinion ". You have some texts, which tin can exist expert sources of information to participate in the discussion. Yous could be divided into three groups and take different assignments. Just use the chance 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 speedily. Does the text come from an email,

a newspaper commodity or an advertisement?

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

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