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Marketing and direction keynotes The diverse activities of the marketing process are referred to as the marketing mix
Marketing

MARKETING AND MANAGEMENT

Keynotes

The various activities of the marketing process are referred to as the marketing mix and traditionally include the iv Ps:

product (characteristics and features)

cost (appropriate market price)

promotion (communicating the product'southward benefits)

place (distribution of the product in markets).

In guild 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.

What is marketing?

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

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

identifying consumer needs and wants in guild to develop the product
setting the price
deciding on the all-time identify to sell the production
deciding on how best to promote the product

These iv factors are often referred to every bit ' The four Ps' . These are special techniques used to market a brand.

Production (or service): what you sell, and the variety or range of product you sell. This includes the quality (how adept it is), branding, and reputation (the opinion the consumers take) of the product. For a service, support for the client later the purchase is important. For example, travel insurance is often sold with access to a phone helpline in case of emergency.

Price: how much the production or service costs.

Place: where you sell the production 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 about an boosted four Ps:

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

Concrete presence: how your shop or website looks.

Process: how your product is built and delivered, or how your service is sold, delivered and accessed.

Concrete evidence: how your service becomes tangible.

For example, tickets, policies and brochures create something the customers can impact and hold.

Reading 1

i Before y'all beginning: What is marketing? Why is it important?

ii Read the commodity about marketing. Match the questions (1-6) with the paragraphs (a-f).

1-How exercise I run across my objectives?

2-What do I want to achieve?

three-What is marketing?

four-How do I communicate my message?

v-How do I find out this information?

6-What do I demand to know?

Marketing

Marketing is finding out about your customers and competitors so that you tin provide the right production at the right toll.
Think well-nigh people yous want to sell to: your target market. Different products take different target markets, for instance, Swatch and Rolex watches. Questions to ask are:

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

~What is the size of the marketplace?

~Is it possible for the market to get bigger?

~What most production awareness ? - do people know about my company'southward products?

Y'all find out this information through market place enquiry . Marketplace research uses interviews to find out about people'due south attitudes and questionnaires to find out about their shopping habits.

When you know who your customers are and how big your market is the adjacent step is to set your objectives. Exercise you want to increase sales? To increase market share ? Or to make your production different from the competition?

Adjacent, think most your strategy for coming together your objectives. If your objective is to increase market share, yous could:

~ find new customers past making your production more attractive

~ accept customers from your competitors

~ persuade your customers to utilise more your production.

How volition y'all make your strategy work? What message do you want to send? There are many types of promotion and it is important to choose the right 1,east.g.

~ advertizement on TV, in newspapers, etc.

~ direct marketing by post (mail shots)

~ telesales- selling to customers on the phone

~ point-of –sail fabric in store- costless samples of special offers.

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

Vocabulary

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

means of telling people about your products _________________

the part of the full market place that buys your product _________________

3 knowledge of your company's products _________________

four other companies that sell similar products _________________

5 finding out about the market _________________

6 to innovate a new product to the market _________________

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

8 a plan y'all use in order to achieve something _________________

iv. Look at the text again. Detect and underline:

2 marketplace enquiry methods
3 marketing objectives.

Speaking

5. Work in pairs. Take turns to draw the marketing procedure. Use these phrases:

~Starting time y'all have to… ~Then… ~Next… ~Later on that… ~Finally

6. Work in groups. Think of a product you would like to produce and sell. It could be a new kind of snack or sweet or a new range of make- up. Yous decide. Give your product a name.

seven. You are set to market your production. Draw up a marketing written report. And then present your report. Use the plan:

one Product name, two- Target market

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

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

ny which produces it. Who is their target

marketplace? Objectives? Marketplace share? Who

are their competitors? Tell the class.

II. GLOBAL BRANDS

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

one 2 iii

four 5 6 7

2 Hash out the questions:

-Are these brand names well known in your country?

-Have you ever bought or used whatsoever of their products?

-Do you lot purchase item brands of food or clothes? Why/ Why not?

-What are brands for?

9 _®

iii Answer the questions:

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

- Why exercise y'all prefer these to other similar brands?

iv Now choose 1 of the products you use and consider the marketing mix for that brand. Express your opinion. Retrieve and speak about the post-obit:

product - what are the production's features?

place - where tin you buy the product?

cost - in comparison with similar products

promotion - where and how is it advertised?

Reading two

i Read the text which describes how Shell Oil developed a new make image, and see if information technology mentions any of the market research methods. What techniques did Shell Oil use?

Howdy to the proficient buys

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

Three years agone when Sam Morasca asked his married woman what could exist done to exceed her expectations when buying gasoline, her answer 'that I would never accept to call back about it any more' made him pause and think.

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 with a strategy which would put them clearly ahead of their competition by differentiating the Beat out Oil brands in the optics of consumers. 'We are big business for Shell Oil, contributing US $7 bn of acquirement, and the leading retailer of gasoline, simply information technology is a fragmented market place and the mission was to profitably expand the business,' said Sam.

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

Over the past few years, the visitor has been developing detailed cognition of consumer needs and attitudes, which formed the footing for the new brand initiative. Team leader Dave Thousand, manager of Strategy and Planning-Marketing, picks upwards the story. 'Nosotros began with a customer segment study of 55,000 people, who we stopped in shopping malls in six cities for a 45-minute interview into their attitudes, specially regarding driving and cars. The consequence was that anybody wanted three things from a service station: competitive toll, a nearby location and good 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 one-time days, some chose a service station depending on whether information technology looked safe or non. 'There were ten different segments with dissimilar needs, and nosotros wanted a better agreement of each of these audiences.'

A focus group was prepare for each segment; an anthropological study was carried out, which involved team members spending waking hours with people from each segment, watching them at abode and accompanying them on shopping trips to encounter 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 30% of the driving public, should exist targeted:

- Premium Speeders – outgoing, ambitious, competitive and detail oriented. They drive upmarket cars which brand a statement* nigh them. Efficiency rules, plus fast pumps, quick access and payment.

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

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

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

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

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

* to go out of one'south way : to brand an effort

*hassle: issues

The field organisation and Beat out Oil retailers combined forces to make up one's mind how to eliminate the trivial hassles that customers sometimes confront, such as improved equipment and clearer instructions at the pump. New innovations are currently beingness test marketed. A new advertising campaign was launched and a sophisticated measurement system introduced to monitor satisfaction, behavior and perception of the brand. 'Fueling* a car is a necessity of life and I believe nosotros are ahead of the game – just we won't allow ourselves to end and exist caught up.'

*fueling (up) (US )= filling upward (GB)

1 Read the text once again and number the different stages in the inquiry projection in the right order.

a They analysed the results, which showed that in that location were x different consumer segments. ( )

b Focus groups studied the x segments. ( )

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

d Beat launched a new advertising entrada. ( )

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

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

g They carried out a detailed study of the market place over xviii months. ( )

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

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

i to exceed a a part or section

2 a mission b a grouping of interested people

3 an initiative c an of import new plan with a particular aim

iv a segment d an assignment or task

v an audience eastward to find out / to observe

6 a profile f to check at regular intervals

vii to decide yard to be more than than

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

something

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

1 Many different types of consumer who buy the same product

f ragmented grand arket __

2 The most advanced and upward to appointment

c_________ e________

three Conclusions people attain about which products to buy

b_________ d________

4 An informal discussion group used for market place research

f_________ g________

5 A shared feature

c_________ t_________

6 A method of evaluation

m________ s_________

4 Complete the passage using words from exercises 2 and 3. Alter the form of the words where necessary.

As more than and more industries are marketing products specifically adapted to detail (1) segments of the market, marketplace researchers are existence 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 (iii)_________ _________ . Questionnaires are carefully designed to (4)__________ the verbal needs and demands of consumers as well as establishing what affects consumer (5)_________ _________ when they choose i product instead of another. 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.

Discussion

Consumers allowed Shell marketing people to 'motion in with them' in order to observe their habits and routine. In pairs, talk over the questions.

What are the advantages of this type of inquiry over more conventional data collecting processes?
Would yous agree to participate (as a potential consumer) in this type of inquiry? Why (non)?
Why do you think some people do accept?

4 People'south attitudes to brands and marketing can be very different. Which of these statements do y'all agree with?

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

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

Reading 3

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

Money can buy you lot beloved

Are we being manipulated into buying brands?

i BRANDS are defendant of all sorts of evils, from threatening our health and destroying our environment to corrupting our children. Brands are so powerful, it is said, that they strength us to look akin, eat akin and exist alike.

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 volume ' No Logo: Taking Aim at the Brand 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 exciting lifestyle.

3 Historically, building a make was rather elementary. A logo was a straightforward guarantee of quality and consistency, or it was a bespeak that a production was something new.

For that, consumers were prepared to pay a premium. Building a brand nationally required little more than than an occasional advertisement on TV or radio stations showing how the product tasted meliorate or drove faster. There was little regulation. It was easy for brands such as Coca-Cola, Kodak and Marlboro to become hugely powerful. Because shopping was yet a local business and contest limited, a successful brand could maintain its lead and loftier prices for years. A strong brand acted every bit an effective barrier to entry for competing products.

four 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 upwards to 1,5000 pitches a twenty-four hours. They are more cynical than ever about marketing and less responsive to messages to buy. Jonathan Bond and Richard Kirshenbaum, authors of " Under The Radar- Talking To Today's Cynical Consumers, say "some of the well-nigh cynical consumers are the young". Near half of all US college students have taken courses and "know the enemy". For them, 'shooting down advertizing has go a kind of sport".

v Marketers have to accept some of the blame. While consumers accept changed beyond recognition, marketing has not. Even in the U.s.a., dwelling house to 9 of the world'south ten most valuable brands, information technology can be a shockingly erstwhile- fashioned concern.

Marketing theory is nevertheless largely based on the days when Procter & Gamble'southward brand dominated in the USA, and its advertising agencies wrote the rules. Those rules focused on the product and where to sell it, not the customer. The new marketing approach is to develop a brand non 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 production.) However, brands of the future will have to stand for all of this and more. Non only will they need to be a postage of production quality and a promise of a more desirable lifestyle only they will likewise accept to projection an epitome of the social responsibleness.

2 Read the text once more and match the headings a-f with paragraphs one-five. There is one extra heading.

a Brands past ___________

b Advertising brands ___________

c The new consumers ___________

d Guilty ___________

e The example against brands ___________

f The importance of brands ___________

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

1 Information technology was relatively easy in the past to create a new brand.

2 Buying a branded product did not price customers more.

three Brands were adult for the international market.

four The government closely controlled the markets at home.

5 Brands deterred other companies from entering the market.

Speaking

ane The author suggests young people no longer believe advertisement. Do you agree?

2 What does influence young people'southward buying decisions?

III. Advertisement

Keynotes

"Advertising isn't a scientific discipline. Information technology's persuasion.

And persuasion is an art."

William Bernbach, advertising executive

Annunciate-to tell the public about a product

or a service in guild to encourage people to buy or to use it. Advertizing – ( also informal ad or advertizement) a observe, picture or

film telling people near a product, job or service. Commercial – an advertisement

on the radio or on television.

1 Expect at these unlike ways of advertising and reply the questions:

~ newspaper ad

~ straight mail

~ Idiot box ad

~ website ad

~ poster

ane Which do you remember is best for contacting specific customers?

2 Which do you call back is the near expensive?

ii Which way (or ways) of advertising do you think is about suitable

for these situations:

ane a travel company selling final–minute trip

2 a car company launching a new model

3 a banking company telling customers about 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 Lucifer the questions ( i - 4) with the paragraphs ( a - d).

1 Who does it say? three Where will you advertise?

2 Why are y'all advertisement? iv Who is it for?

Choosing the right advertising for your product

or service is actually important.

Here are some tips.

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

income, buying habits). Observe out what is the best mode to reach them. Which newspaper

do they read? Which TV programmes do they lookout?

What do you want your advertizement to attain? What is its purpose? Practice you want

to inform people near your product or service? Exercise you want them to buy it, or see

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

c) Keep your message elementary and clear. Say but one thing, eastward.yard. "This is better,"

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

Certain the text tells the customer everything yous want them to know.

d) Choose a method that will reach your target market. It'southward no skillful having a brilliant

advertisement if the right people don't see it. It's useless to tell five million people

about something that only 100,000 people demand to know: banks don't utilize TV to tell

existing customers about a new kind of account.

Speaking

one Work in pairs. Read the TALKABOUT advert.

GO THE DISTANCE

Stay totally in impact with Motorola'due south TALKABOUT two-style radio. Wherever

your sport takes yous – 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 upwardly to iii

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

and vocalism activation, it works wherever you choose to accept it.

Stay in touch with TALKABOUT.

Information technology's made for you.

2 Hash out the following questions:

1 What product is the advertisement for?

2 Who are the customers?

iii What is the purpose of the advertizing?

four What is the message?

5 What is the method?

3 Get real:

1 Collect some advertisements from newspapers,

magazines, or directly mail.

2 Choose ane you lot call up is good and present it to the class.

3 Say why you think it is adept.

iv Make a course display of practiced advertising material.

4. GLOBALISATION

Keynotes

Globalisation is the rapid increase in international costless merchandise, investment,

and technological commutation.

Globalisation is forcing business to make

cost savings by reducing operating costs.

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

order processing or phone call centre management

to exterior 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 understand past globalization and consumerism? What are their pros and cons?

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

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

2 Globalization is the synonymous with Americanization.

3 Only 20% of the world'due south population lives in rich countries, only they

swallow 86% of the world'south resource.

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

5 The United states 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.

seven The global economy puts no value on morality, only profit.

8 Countries in the industrialized Due west exploit workers in poorer countries.

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

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

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

Multinational corporations go on cost down.

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

Jonathan Rowe examines the toll we pay for this growth.

The Global Economy

I desire to talk nearly the economic system. Not 'the economy' nosotros hear about incessantly in the news. 'The economy' is what men in suits play with to brand vast personal wealth. The economy is where the residual of us live on a daily ground, earning our living, paying our taxes, and each day and in politicians' speeches. I want to talk about the real economic system, the one we alive in 24-hour interval by day. Most 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 down on 8472.35.' We hear this and subconsciously switch off. Find that 'the economy' is not the aforementioned as the economy. 'The economy' is what

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

Something incorrect

We are supposed to be benefiting from all the advantages of a prosperous society. So why practise nosotros experience

drained and stressed ? Nosotros accept no fourth dimension 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 go more and more congested, we poisonous substance our air and seas, and our nutrient is full of chemicals. In that location's something wrong hither. If times were truly practiced, so y'all'd think nosotros'd all feel optimistic about the future. Yet the majority of us are deeply worried. More 90 per cent of us think we are too concerned most ourselves and not concerned enough about future generations.

Producing and consuming

The term 'economic expansion' suggests something desirable and chivalrous, simply expansion but means spending more money. More spending doesn't mean that life is getting better. We all know it often means the opposite - greed, impecuniousness, crime, poverty, pollution. More spending simply feeds our whole economic system, which is based on production and consumption. Unless money keeps circulating, the economic system collapses. Airlines go bust, taking aeroplane manufacturers and travel agents with them. If nosotros don't keep consuming, then manufacturers and retailers go out of business. People don't buy houses, clothes, 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 need the things the economic system produces as much every bit the economy needs our sense of need for these things. Why, in our supermarkets, exercise we accept to cull from sixty different kinds of toilet paper and a hundred different breakfast cereals?

Need is the phenomenon that keeps the engines of expansion turning relentlessly. In economics, there is no concept of plenty, just a chronic yearning for more. It is a hunger that cannot be satiated. There is so much craziness in the globe. At that place is an American company that manufactures a range of food with a high fat content. This causes obesity and loftier claret pressure. By coincidence, the aforementioned visitor also makes products that help people who are trying to nutrition. Not only that, it even produces pills for those with high blood pressure.

Nearly all of my post consists of bills (of class), banks trying to lend me money, catalogues trying to brand me spend information technology, 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 tin can hardly feed their ain people? It is because 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 ways just paying the interest. Western banks make vast profits from third world debt.

Making changes

How practice we

break the bike ? We need to become far more aware of the results of our actions. We purchase clothes that are manufactured in sweat shops by virtual slaves in poor parts of the world. We create mountains of waste. We need inexpensive food, mindless of the fact that it is totally devoid of taste and is produced using chemicals that poison the land. We insist on our right to drive our own car wherever we want to go.

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

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

half dozen According to the article, are these statements true or fake?

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

two People feel optimistic because their lives are then prosperous.

three The we spend, the better life is.

4 If people stop spending, the economic system collapses.

v Companies respond to the needs of consumers.

vi It'southward good that we tin can buy cheap goods from around the world.

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

8 Nosotros know how to solve some of these problems, but we don't desire to practice it.

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

viii What do you recollect?

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

ii Is it economical colonialization to sell Kentucky Fried Chicken to the globe, or is information technology but giving people what they want?

three What do you lot recollect are Jonathan Rowe'southward attitudes to the following? What are your attitudes?

~ multinational corporations ~ pollution and the environment

~ anti- globalization protesters ~ supermarkets

~ economic science ~ Western banks

~ public transport ~ companies who apply inexpensive

Reading six

1 Before reading the text beneath well-nigh Philips, make up one's mind whether you lot think these statements are true (T) or false (F).

1 Information technology is the world's biggest electronics visitor.

2 It has produced over 100 meg TV sets.

three Its headquarters are in Amsterdam.

4 It was the start visitor to produce compact disks.

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

6 It provides the lights for famous landmarks such as London'due south Tower Bridge.

Read the text and check your answers.

The Philips Story

The foundations of the earth'south biggest electronics company were laid in 1891 when Gerard Philips established a company in Eindhoven, holland, to manufacture calorie-free bulbs and other electrical products. In the starting time, information technology concentrated on making carbon-filament lamps and by the turn of the century was ane of the largest producers in Europe. Developments in new lighting technologies fuelled a steady programme of expansion and, in 1914, information technology established a research 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 start of the diversification of its product range. Since and so, Philips has continued to develop new and exciting product ideas like the meaty disc, which is launched in 1983. Other interesting landmarks include the production of Philips' 100-millionth Tv prepare in 1984 and 250- millionth Phil shave electrical shaver in 1989.

The Philips Company

Philips' headquarters are still in Eindhoven. Information technology employs 256,400 people all over the world, and has sales and service outlets in 150 countries. Inquiry laboratories are located in 6 countries, staffed by some 3,000 scientists. Information technology 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 ix countries and it is active in most 100 businesses, including lighting, monitors, shavers and colour picture show tubes; each day its factories plough out a total of 50 million integrated circuits.

The Philips People

Majestic Philips Electronics is managed by the Board of Direction, which looks later the general management and long-term strategy of the Philips grouping equally a whole. The Supervisory Board monitors the full general course of business of the Philips group besides as advising the Board of Management and supervising its policies. These policies are implemented by the Group Management Committee, which consists of the members of the Lath of Management, chairmen of most of the production divisions and some other fundamental offices. The Group Management Commission besides serves to ensure that business issues and practices are shared across the various activities in the group.

The company creed is "Let'southward brand things meliorate". Information technology 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 you simply accept to say it aloud. Its Web Idiot box Internet terminal brings the excitement of net 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 don't have to wonder any more than who lit these globe famous landmarks, it was Philips.

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

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

iii Read "The Philips Visitor" again and observe the figures that correspond to the post-obit 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

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

v The number of integrated circuits produced every day

iv Match the words from the text with their respective definitions.

1 an innovation a a planned series of deportment

2 a patent b primary offices

3 diversification c a place or address

four a range d the introduction of a new idea

5 headquarters e a selection of series

six a location f making dissimilar types of products

7 a strategy k an agreed course of action

8 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.

one 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 program for growth (________________).

four In 1983 it introduced (_____________) the meaty disc onto the marketplace.

5 Each mean solar day its factories produce (___________) a total of l meg integrated circuits.

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

7 The Supervisory Board carefully watches (____________) the general grade of business.

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

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

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

Now check your answers with the text.

6 Complete the passage using words from exercises 4 and v in the correct form.

The primal to Philips' success can exist described by two words. The beginning is innovation ; the company designers are continually developing and creating new products. The second is ____________; Philips is agile in virtually 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 product ____________ has its ain chairman; most of these chairmen are members of the Group Management Committee, which ____________ all visitor decisions and plans. The Supervisory Lath ____________ the full general business organization of the grouping and information technology also advises and supervises the Lath of Direction.

! At present you have some

extra activities to get set up to participate in the circular- table discussion "Modern society and global brands. My stance ". You accept some texts, which can be skilful sources of information to participate in the discussion. You could be divided into three groups and have dissimilar assignments. Just use the chance to express yourself, to create new ideas and to protect your point of view. V. EXTRA ACTIVITIES

Text I

1 Read Parts A and B of the text rapidly. Does the text come from an email,

a newspaper article or an advertisement?