Тема №2: Менеджмент.

Текст 1.

The term management

At first, one views management functionally, such as measuring quantity, adjusting plans, meeting goals. This applies even in situations planning does not take place. From this perspective, Henri Fayol (1841–1925) considers management to consist of six functions: forecasting, planning, organizing, commanding, coordinating and controlling. He was one of the most influential contributors to modern concepts of management.

Another way of thinking, Mary Parker Follett (1868–1933), defined management as "the art of getting things done through people". She described management as philosophy.

Some people, however, find this definition useful but far too narrow. The phrase "management is what managers do" occurs widely, suggesting the difficulty of defining management, the shifting nature of definitions and the connection of managerial practices with the existence of a managerial cadre or class.

One habit of thought regards management as equivalent to "business administration" and thus excludes management in places outside commerce, as for example in charities and in the public sector. More realistically, however, every organization must manage its work, people, processes, technology, etc. to maximize effectiveness. Nonetheless, many people refer to university departments which teach management as "business schools." Some institutions (such as the Harvard Business School) use that name while others (such as the Yale School of Management) employ the more inclusive term "management."

English speakers may also use the term "management" or "the management" as a collective word describing the managers of an organization, for example of a corporation. Historically this use of the term was often contrasted with the term "Labor" referring to those being managed.

Задание 1.

1.1.Определите, является утверждение:

Management consists of six functions: forecasting, planning, organizing, commanding, coordinating and controlling.

a. истинным

b. ложным

c. в тексте нет информации

1.2.Определите, является утверждение:

The term "management" is referred to any organization.

a. истинным

b. ложным

c. в тексте нет информации

1.3.Определите, является утверждение:

Management helps to organize all kinds of activities.

a. истинным

b. ложным

c. в тексте нет информации

Задание 2.

Укажите, какой части текста (1,2,3,4,5) соответствует следующая информация:

Every organization must manage its work, people, processes, technology, etc. to maximize effectiveness.

Задание 3.

Ответьте на вопрос:

What does the term "management” describe?

a. the managers of an organization

b. people and processes

c. managerial practices

Текст 2.

Move from sales focus to marketing

The 1970s also saw the rise of the marketing oriented firm. From the beginnings of capitalism it was assumed that the key requirement of business success was a product of high technical quality. If you produced a product that worked well and was durable, it was assumed you would have no difficulty profiting. This was called the production orientation. The 1950s and 1960s was described as the "sales era". Its guiding philosophy of business is today called the "sales orientation". In the early 1970s Theodore Levitt and others at Harvard argued that the sales orientation had things backward. They claimed that instead of producing products then trying to sell them to the customer, businesses should start with the customer, find out what they wanted, and then produce it for them. The customer became the driving force behind all strategic business decisions. This marketing orientation, in the decades since its introduction, has been reformulated and repackaged under names including customer orientation, customer intimacy, customer focus, customer-driven and market focus.

Задание 1.

Прочтите параграф 1 и ответьте на следующие вопросы:

1. Does the paragraph describe the rise of the marketing?

2. Is the paragraph only about the production orientation?

3. Is the theme of the paragraph marketing orientation?

Задание 2.

Определите основную идею текста.

1. Marketing orientation

2. The rise of the marketing

3. Market focus

Задание 3.

Внизу представлено краткое содержание текста. Используя информацию текста, закончите абстракт.

The 1970s also saw the rise of the o riented firm. The key requirement of business success was a product of technical quality. This was called the

orientation. Its guiding philosophy of business is today the "sales orientation". The customer became the driving force behind all business decisions. This marketing orientation has been reformulated and repackaged under names including customer orientation, intimacy, customer focus, customer-driven and market focus.