When You Read the Label on a Chemical Container What Are the 3 Most Important Pieces of Information

1. /MARKETING AND Management.medico ii. /Документ Microsoft Word.physician

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 4 Ps:

production (characteristics and features)

price (appropriate market toll)

promotion (communicating the production's benefits)

place (distribution of the production in markets).

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

1. 
   What is marketing?
   

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

Marketing is the term given to all the unlike activities intended to make and attract 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 all-time place to sell the production
  
• 
  deciding on how best to promote the product
  

These four factors are often referred to as ' The four 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 have) of the product. For a service, support for the customer after the buy is important. For example, travel insurance is often sold with access to a telephone helpline in example of emergency.

Toll: how much the product 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 product or service.

Today some marketers talk well-nigh an boosted iv Ps:

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

Physical presence: how your shop or website looks.

Procedure: how your product is congenital and delivered, or how your service is sold, delivered and accessed.

Physical prove: how your service becomes tangible.

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

Reading 1

ane Before yous outset: What is marketing? Why is it important?

ii Read the article about marketing. Match the questions (one-half-dozen) with the paragraphs (a-f).

one-How exercise I come across my objectives?

2-What do I want to accomplish?

3-What is marketing?

4-How do I communicate my message?

5-How practice I find out this information?

vi-What do I need to know?

Marketing

1. 
   Marketing is finding out almost your customers and competitors and so that yous can provide the right product at the right price.
   
2. 
   Remember virtually people you want to sell to: your target market. Different products have unlike target markets, for instance, Swatch and Rolex watches. Questions to ask are:
   

~Who are my customers- historic period, sexual practice, income?

~What is the size of the marketplace?

~Is it possible for the market to get bigger?

~What nigh product awareness ? - do people know about my company's products?

3. 
   You find out this information through market research . Market research uses interviews to find out about people'south attitudes and questionnaires to notice out most their shopping habits.
   

4. 
   When you know who your customers are and how big your marketplace is the next footstep is to set your objectives. Do you want to increase sales? To increase marketplace share ? Or to make your product unlike from the competition?
   

5. 
   Adjacent, think about your strategy for meeting your objectives. If your objective is to increment market place share, you could:
   

~ observe new customers by making your product more attractive

~ take customers from your competitors

~ persuade your customers to utilize more than your product.

6. 
   How will you make your strategy work? What bulletin practise you want to send? There are many types of promotion and it is of import to choose the right one,e.g.
   

~ advertising on Idiot box, in newspapers, etc.

~ directly marketing by post (mail service shots)

~ telesales- selling to customers on the phone

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

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

Vocabulary

3. Friction match the highlighted words and phrases in the text with the definitions (1-8).

1. 
   ways of telling people well-nigh your products _________________
   

2. 
   the office of the full market that buys your production _________________
   

three noesis of your visitor's products _________________

iv other companies that sell similar products _________________

v finding out near the marketplace _________________

6 to introduce a new product to the marketplace _________________

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

8 a program you utilise in order to attain something _________________

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

1. 
   two market research methods
   
2. 
   three marketing objectives.
   

Speaking

five. Work in pairs. Take turns to draw the marketing process. Utilise these phrases:

~First yous have to… ~And so… ~Adjacent… ~Subsequently that… ~Finally

6. Work in groups. Think of a product yous would like to produce and sell. It could exist a new kind of snack or sweetness or a new range of make- up. You determine. Give your product a name.

7. Yous are ready to market your product. Draw up a marketing report. Then nowadays your report. Use the plan:

1 Product name, ii- Target market

three Strategy, four- Promotion , 5- Ob- ! Do some inquiry. Call up of a product you

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

ny which produces it. Who is their target

market place? Objectives? Market share? Who

are their competitors? Tell the class.

II. GLOBAL BRANDS

1 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?

1 2 3

8

iv v half-dozen 7

ii Discuss the questions:

-Are these brand names well known in your country?

-Accept yous ever bought or used any of their products?

-Do you buy detail brands of nutrient or clothes? Why/ Why not?

-What are brands for?

nine _®

3 Reply the questions:

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

- Why do you adopt these to other like brands?

4 At present choose one of the products you lot use and consider the marketing mix for that brand. Express your opinion. Call back and speak almost the following:

product - what are the production's features?

place - where can y'all buy the product?

price - in comparison with similar products

promotion - where and how is information technology advertised?

Reading 2

1 Read the text which describes how Trounce Oil developed a new brand image, and see if it mentions any of the market enquiry methods. What techniques did Crush Oil use?

Hullo to the good buys

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

Three years ago when Sam Morasca asked his married woman what could be washed to exceed her expectations when buying gasoline, her answer 'that I would never have to think virtually it whatsoever more' made him break and recall.

The marketing people from Vanquish Oil Products, of which Sam is vice-president, were badly seeking means to increase the business, and to come up with a strategy which would put them conspicuously ahead of their competition by differentiating the Beat out Oil brands in the eyes of consumers. 'We are big business for Shell Oil, contributing US $7 bn of acquirement, and the leading retailer of gasoline, simply it is a fragmented market and the mission was to profitably expand the business,' said Sam.

Today, afterward 18 months of cutting border research, Shell Oil is on track to make buying fuel at their 8,900 service stations clearly unlike with a new brand initiative. Its aim is to evangelize through facilities, systems upgrades*, and new operating practices, a hassle-costless fueling experience targeted at specific customer segments.

Over the by few years, the company has been developing detailed knowledge of consumer needs and attitudes, which formed the basis for the new brand initiative. Squad leader Dave 1000, director of Strategy and Planning-Marketing, picks up the story. 'We began with a customer segment report of 55,000 people, who nosotros stopped in shopping malls in six cities for a 45-minute interview into their attitudes, peculiarly regarding driving and cars. The event was that everyone wanted iii things from a service station: competitive price, a nearby location and adept quality fuel- something they all believed was already being delivered by the industry'.

This meant their buying decisions were influenced by other factors – some wanted full-serve outlets similar the old days, some chose a service station depending on whether it looked prophylactic or not. 'In that location were ten dissimilar segments with different needs, and we wanted a meliorate understanding of each of these audiences.'

A focus group was ready up for each segment; an anthropological written report 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 see their buying habits; and a clinical psychologist was hired to create a psychological profile of each segment.

The written report indicated that three groups, which comprised 30% of the driving public, should be targeted:

- Premium Speeders – outgoing, aggressive, competitive and detail oriented. They drive upmarket cars which make 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 desire simple and easy transactions.

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

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

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

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

* to go out of one's manner : to make an effort

*hassle: problems

The field organisation and Beat out Oil retailers combined forces to determine how to eliminate the piffling hassles that customers sometimes face up, such every bit improved equipment and clearer instructions at the pump. New innovations are currently being test marketed. A new advertising campaign was launched and a sophisticated measurement system introduced to monitor satisfaction, beliefs and perception of the make. 'Fueling* a automobile is a necessity of life and I believe we are alee of the game – but nosotros won't allow ourselves to finish and be caught upward.'

*fueling (upwards) (US )= filling upwardly (GB)

1 Read the text again and number the different stages in the research projection in the correct lodge.

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

b Focus groups studied the 10 segments. ( )

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

d Shell launched a new advertizement entrada. ( )

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

f Work started on improving products and services. ( )

1000 They carried out a detailed report of the market over 18 months. ( )

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

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

one 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

four a segment d an assignment or chore

five an audience e to find out / to find

half-dozen a profile f to check at regular intervals

7 to determine g to exist more than

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

something

iii Observe words and expressions in the text which correspond to the following definitions.

1 Many dissimilar types of consumer who buy the aforementioned production

f ragmented m arket __

2 The most avant-garde and up to date

c_________ e________

3 Conclusions people reach almost which products to purchase

b_________ d________

4 An informal discussion group used for market place research

f_________ g________

5 A shared characteristic

c_________ t_________

6 A method of evaluation

m________ s_________

4 Consummate the passage using words from exercises 2 and 3. Change the form of the words where necessary.

As more than and more industries are marketing products specifically adjusted to particular (1) segments of the market place, market place researchers are existence asked to comport studies and to compile more detailed (ii)_________ of consumer groups. Broad classifications based on sex activity, historic period and social class are non 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 (v)_________ _________ when they choose one production instead of another. Advertisement campaigns czn so be targeted to appeal to the identified (half dozen)__________. Finally, marketing people must (seven)___________ the success of the entrada and alter information technology if necessary.

Discussion

Consumers immune Shell marketing people to 'move in with them' in order to notice their habits and routine. In pairs, hash out the questions.

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

4 People'southward attitudes to brands and marketing tin can be very unlike. Which of these statements do you agree with?

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

b) " Brands provide the states with beliefs. They ascertain who we are." Wally Olins, a corporate identity consultant.

Reading 3

i Read the text and determine which of the above views is closest to that of the author.

Coin can buy you lot love

Are we being manipulated into buying brands?

1 BRANDS are defendant of all sorts of evils, from threatening our health and destroying our environment to corrupting our children. Brands are and then powerful, it is said, that they forcefulness us to wait alike, consume akin and be alike.

two This grim picture has been made pop by many recent anti- branding books. The argument has been most forcefully stated in Naomi Klein'southward volume ' No Logo: Taking Aim at the Brand Bullies" . Its argument runs something like this. In the new global economic system, brands stand for a huge portion of the value of a visitor and, increasingly, its source of profits. Then 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 elementary. A logo was a straightforward guarantee of quality and consistency, or it was a point 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 production tasted better or collection faster. There was little regulation. It was like shooting fish in a barrel for brands such as Coca-Cola, Kodak and Marlboro to become hugely powerful. Because shopping was still a local business and competition limited, a successful make could maintain its lead and loftier prices for years. A stiff 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 distracted and have more media to choose from. They are "commercials veterans" experiencing up to 1,5000 pitches a 24-hour interval. They are more cynical than ever almost marketing and less responsive to letters to purchase. Jonathan Bail and Richard Kirshenbaum, authors of " Under The Radar- Talking To Today's Contemptuous Consumers, say "some of the most cynical consumers are the young". Almost half of all Us higher students take taken courses and "know the enemy". For them, 'shooting down advertizing has become a kind of sport".

5 Marketers have to take some of the blame. While consumers accept changed across recognition, marketing has non. Fifty-fifty in the USA, home to ix of the world's x near valuable brands, it can be a shockingly old- fashioned business.

Marketing theory is nevertheless largely based on the days when Procter & Gamble's brand dominated in the U.s., and its advertising agencies wrote the rules. Those rules focused on the product and where to sell information technology, non the client. The new marketing approach is to develop a make not a product- to sell a lifestyle or a personality, to appeal to emotions. (It is a much harder task than describing the features and benefits of a product.) However, brands of the futurity volition take to correspond all of this and more than. Non only will they need to be a postage of production quality and a promise of a more desirable lifestyle but they will besides have to projection an image of the social responsibility.

2 Read the text again and match the headings a-f with paragraphs 1-5. At that place is 1 extra heading.

a Brands past ___________

b Ad brands ___________

c The new consumers ___________

d Guilty ___________

e The case against brands ___________

f The importance of brands ___________

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

1 Information technology was relatively like shooting fish in a barrel in the past to create a new brand.

2 Buying a branded production did not cost customers more.

3 Brands were developed for the international market.

four The regime closely controlled the markets at home.

5 Brands deterred other companies from entering the market.

Speaking

1 The writer suggests young people no longer believe advertisement. Do yous agree?

2 What does influence immature people's ownership decisions?

3. Advert

Keynotes

"Advertising isn't a science. It'due south persuasion.

And persuasion is an art."

William Bernbach, advertising executive

Advertise-to tell the public about a product

or a service in order to encourage people to buy or to use information technology. Advertisement – ( besides informal advertizement or advert) a detect, picture or

film telling people about a product, job or service. Commercial – an ad

on the radio or on television.

ane Look at these different ways of advertisement and answer the questions:

~ newspaper ad

~ directly mail

~ TV advertising

~ website advertisement

~ poster

i Which do you call back is best for contacting specific customers?

2 Which do yous call back is the most expensive?

2 Which way (or means) of advertisement exercise you recall is almost suitable

for these situations:

1 a travel company selling last–infinitesimal trip

2 a automobile visitor launching a new model

3 a bank telling customers virtually a new kind

of banking company business relationship

4 a local politician who wants people to vote for him

Reading 4

1 Read the business organisation advice information.

two Friction match the questions ( i - 4) with the paragraphs ( a - d).

1 Who does it say? 3 Where volition you lot advertise?

2 Why are you lot advertizement? 4 Who is it for?

Choosing the correct advertising for your product

or service is really important.

Here are some tips.

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

income, buying habits). Find out what is the all-time manner to reach them. Which newspaper

practice they read? Which TV programmes do they picket?

2. 
   What do yous desire your advertising to accomplish? What is its purpose? Practise you lot want
   

to inform people about your product or service? Do you lot desire them to buy it, or run across

it in a different way? What is its USP (unique selling indicate)?

c) Continue your bulletin uncomplicated and clear. Say just one matter, east.m. "This is improve,"

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

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

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

advertisement if the right people don't come across information technology. Information technology's useless to tell five 1000000 people

near something that just 100,000 people demand to know: banks don't apply TV to tell

existing customers about a new kind of account.

Speaking

1 Piece of work in pairs. Read the TALKABOUT advertisement.

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 woods, on the water or in the

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

kilometres. It's simple to use, light and water resistant. And with hands-free

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

Stay in touch on with TALKABOUT.

It's made for you.

2 Hash out the post-obit questions:

1 What product is the advertisement for?

2 Who are the customers?

3 What is the purpose of the advert?

4 What is the message?

five What is the method?

3 Go real:

1 Collect some advertisements from newspapers,

magazines, or direct mail.

2 Choose one you think is good and present it to the class.

three Say why you think it is skillful.

4 Make a grade brandish of skillful advertising cloth.

Four. GLOBALISATION

Keynotes

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

and technological exchange.

Globalisation is forcing business to make

price savings by reducing operating costs.

One style to practise this is by outsourcing – transferring business processes such as

order processing or call center management

to outside suppliers and service providers.

Offshoring is a new form of outscoring where businesses relocate dorsum-part 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?

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

i At that place are severe environmental changes taking place in the earth.

two Globalization is the synonymous with Americanization.

three Just 20% of the earth's population lives in rich countries, but they

consume 86% of the world's resources.

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

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

vi Debt repayments past developing countries are nine times as much every bit the aid they receive.

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

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

What is your reaction to the facts? Do you concur with the stance? Compare with the grade.

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

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

Multinational corporations continue price down.

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

Jonathan Rowe examines the price nosotros pay for this growth.

The Global Economy

I desire to talk about the economy. Non 'the economy' we hear most endlessly in the news. 'The economic system' is what men in suits play with to brand vast personal wealth. The economy is where the residue of us alive 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 mean solar day. Nigh people aren't particularly interested in 'the economy'. 'Share prices are flight high, interest rates are soaring. The Dow Jones' index closed sixty-three points downwards on 8472.35.' We hear this and subconsciously switch off. Detect that 'the economy' is not the same as the economic system. 'The economy' is what

men in suits play with to brand vast personal wealth. The economic system is where the rest of the states alive 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. So why do nosotros 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 ever hassling for the latest electronic gadgets. Our towns become more than and more congested, we poisonous substance our air and seas, and our food is full of chemicals. There's something wrong hither. If times were truly good, then you'd call up we'd all feel optimistic almost the future. Yet the majority of us are deeply worried. More than 90 per cent of united states think we are too concerned about ourselves and not concerned plenty about futurity generations.

Producing and consuming

The term 'economic expansion' suggests something desirable and chivalrous, but expansion simply ways spending more than money. More than spending doesn't mean that life is getting better. We all know it often means the opposite - greed, impecuniousness, crime, poverty, pollution. More than spending merely feeds our whole economic organization, which is based on product and consumption. Unless coin keeps circulating, the economy collapses. Airlines go bosom, taking plane manufacturers and travel agents with them. If we don't go on consuming, then manufacturers and retailers leave of business. People don't buy houses, wearing apparel, washing machines, cars.

The whole arrangement 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 every bit much equally the economy needs our sense of demand for these things. Why, in our supermarkets, do we take to choose from threescore different kinds of toilet newspaper and a hundred dissimilar breakfast cereals?

Need is the phenomenon that keeps the engines of expansion turning relentlessly. In economics, there is no concept of plenty, merely a chronic yearning for more. It is a hunger that cannot be satiated. In that location is then much craziness in the earth. At that place is an American company that manufactures a range of nutrient with a high fat content. This causes obesity and high blood pressure level. By coincidence, the aforementioned visitor besides makes products that aid people who are trying to diet. Non but that, it even produces pills for those with high blood pressure.

Well-nigh all of my mail consists of bills (of course), banks trying to lend me money, catalogues trying to make 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 purchase strawberries from Ecuador and green beans from Republic of kenya when these countries can inappreciably feed their own people? Information technology is because these are cash crops, and the countries demand the money to service their debts. Observe that servicing a debt does non hateful paying information technology off. It means just paying the interest. Western banks make vast profits from third world debt.

Making changes

How exercise nosotros

break the cycle ? We need to go far more enlightened of the results of our actions. We buy apparel that are manufactured in sweat shops by virtual slaves in poor parts of the world. Nosotros create mountains of waste material. We demand cheap food, mindless of the fact that it is totally devoid of taste and is produced using chemicals that toxicant the land. We insist on our right to drive our own motorcar wherever we want to go.

The evil of the consumption civilization is the way it makes the states

oblivious to the touch on of our own behaviour . Our main problem is non that we don't know what to do about it. It is mustering the desire to practise it.

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

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

2 People feel optimistic because their lives are so prosperous.

three The we spend, the better life is.

4 If people stop spending, the economy collapses.

5 Companies answer to the needs of consumers.

half dozen It's adept that we can buy cheap appurtenances from around the world.

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

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

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

8 What practise you recall?

i What are some of the examples of craziness in the earth that Jonathan Rowe mentions? Tin you add together any more?

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

3 What do y'all recall are Jonathan Rowe's attitudes to the post-obit? What are your attitudes?

~ multinational corporations ~ pollution and the environment

~ anti- globalization protesters ~ supermarkets

~ economics ~ Western banks

~ public transport ~ companies who use cheap

Reading 6

1 Earlier reading the text below near Philips, decide whether you lot think these statements are truthful (T) or false (F).

1 It is the earth's biggest electronics company.

ii It has produced over 100 million Television sets.

three Its headquarters are in Amsterdam.

4 It was the first company to produce compact disks.

five It is agile in a small number of specialised businesses.

vi It provides the lights for famous landmarks such as London's Tower Span.

Read the text and cheque 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 first, information technology full-bodied on making carbon-filament lamps and by 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, information technology established a inquiry laboratory to stimulate product innovation.

In the 1920s, Philips decided to protect its innovations in X-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 exciting production ideas like the compact disc, which is launched in 1983. Other interesting landmarks include the production of Philips' 100-millionth TV set in 1984 and 250- millionth Phil shave electrical shaver in 1989.

The Philips Company

Philips' headquarters are still in Eindhoven. It employs 256,400 people all over the earth, and has sales and service outlets in 150 countries. Research laboratories are located in six countries, staffed by some iii,000 scientists. It as well has an impressive global network of some 400 designers spread over twenty-five locations. Its shares are listed on sixteen stock exchanges in nine countries and information technology is agile in about 100 businesses, including lighting, monitors, shavers and colour picture tubes; each 24-hour interval its factories turn out a total of l one thousand thousand integrated circuits.

The Philips People

Royal Philips Electronics is managed by the Lath of Direction, which looks after the general management and long-term strategy of the Philips group equally a whole. The Supervisory Lath monitors the general course of business of the Philips group also as advising the Board of Management and supervising its policies. These policies are implemented past the Group Direction Commission, which consists of the members of the Lath of Management, chairmen of most of the product divisions and some other primal offices. The Group Management Committee likewise serves to ensure that business issues and practices are shared beyond the various activities in the group.

The visitor creed is "Let's make things improve". It is committed to making better products and systems and contributing to improving the quality of people's work and life. One recent example of this is its "Genie" mobile phone. To dial a number y'all just have to say it aloud. Its Spider web TV Internet terminal brings the excitement of cyberspace into the living room. And on travels effectually the world, whether passing the Eiffel Tower in Paris, or witnessing the dazzler of the aboriginal pyramids of Giza, y'all don't have to wonder whatsoever more who lit these world famous landmarks, it was Philips.

2 Read "The Philips Story" once again. Why are these dates of import?

a 1891 b 1914 c the 1920s d 1983 e 1984

iii Read "The Philips Visitor" over again and observe the figures that represent to the following pieces of data.

Instance: 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

3 The number of countries where Philips has research facilities

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

v The number of integrated circuits produced every twenty-four hour period

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

i an innovation a a planned series of actions

2 a patent b master offices

three diversification c a place or address

4 a range d the introduction of a new thought

five headquarters e a selection of series

six a location f making dissimilar types of products

seven a strategy grand an agreed form of action

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

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

1 Gerard Philips prepare (

established) a visitor in Eindhoven.

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

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

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

5 Each 24-hour interval its factories produce (___________) a full of 50 million integrated circuits.

half-dozen Imperial Philips Electronics is run (____________) by the Board of Management.

seven The Supervisory Board advisedly watches (____________) the full general class of concern.

8 Policies are put into practice (______________) past the Grouping Management Committee.

ix The Group Management Committee consists or members of the Lath of Direction and chairmen of most of the product sectors (______________).

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

Now cheque your answers with the text.

half dozen Consummate the passage using words from exercises 4 and 5 in the correct form.

The primal to Philips' success can be described by two words. The first is innovation ; the visitor designers are continually developing and creating new products. The second is ____________; Philips is agile in almost 100 businesses varying from consumer electronics to domestic appliances and from security systems to semiconductors. With such a wide ____________ of products the visitor needs a circuitous system of management. Each product ____________ has its ain chairman; almost of these chairmen are members of the Grouping Management Committee, which ____________ all company decisions and plans. The Supervisory Board ____________ the general business organisation of the group and it besides advises and supervises the Board of Direction.

! NOW you take some

extra activities to get ready to participate in the round- tabular array discussion "Modern society and global brands. My opinion ". You lot take some texts, which can be expert sources of information to participate in the discussion. Yous could be divided into iii groups and have unlike assignments. But use the take a chance to express yourself, to create new ideas and to protect your signal of view. V. EXTRA ACTIVITIES

Text I

ane Read Parts A and B of the text quickly. Does the text come from an email,

a paper article or an advert?

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