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What is management?

The work of a manager can be divided into planning (setting objectives),

organizing, integrating (motivating and communicating), measuring, and developing

people.

■First of all, managers (especially senior managers, such as company chairmen – and women – are directors) set objectives, and deci de how their organization can achieve them. This involves developing strategies, plans and precise tactics, and allocating resources of people and money.

■Secondly, managers organize. They analyze and classify the activities of the organization and the relations among them. They divide the work into manageable activities and then into individual jobs. They select people to manage these units and perform the jobs.

■Thirdly, managers practice the social skills of motivation and communication. They also have to communicate objectives to the people responsible for attaining them. They have to make the people who are responsible for performing individual jobs form teams. They make decision about pay and promotion. As well as organizing and supervising the work of their subordinates, they have to work with people in other areas and functions.

■Fourthly, managers have to measure the performance of their staff, to see whether the objectives set for the organization as a whole and for each individual member of it are being achieved.

■Lastly, managers develop people – both thei r subordinates and themselves. Obviously, objectives occasionally have to be modified or changed. It is

generally the job of a company’s top managers to consider the needs of the future, and to take responsibility for innovation, without which any organization can only expect a limited life. Top managers also have to manage a business’s relations with customers, suppliers, distributors, bankers, investors, neighboring communities, public authorities, and so on, as well as deal with major crises which arise. Top

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managers are appointed and supervised and advised (and dismissed) by a company’s board of directors.

Although the tasks of a manager can be analyzed and classified in this fashion, management is not entirely scientific. It is a human skill. Business professors obviously believe that intuition and ‘instinct’ are not enough; there are management skills that have to be learnt. The days of the “int uitive” manager are numbered, means they are coming to an end. But some people are clearly good at management, and others are not. Some people will be unable to put management techniques into practice. Others will have lots of technique, but few good ideas. Outstanding managers are rather rare.

VOCABULARY

allocate – распределять, размещать appoint – назначать на должность attain – достигать, добиваться board of directors – совет директоров

communicate – сообщать, передавать кому-либо что-либо customer – клиент, заказчик, покупатель

decisive - решительный develop strategy dismiss - увольнять

distributor – агент по продаже

efficient – квалифицированный, знающий своё дело employ – нанимать на работу

employee - служащий entirely – всецело, полностью

executive - руководитель, администратор innovation – нововведение, новшество integrate – объединять в единое целое

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involve – вовлекать, включать в себя maintain - поддерживать

manage – управлять, руководить modify - видоизменять outstanding - выдающийся

the days are numbered – дни сочтены perform a job – выполнять работу persuasive – убедительный

put effort in – вложить усилия в

put into practice – осуществлять, воплощать, проводить в жизнь set objective – ставить, определять цели

skill – навык, умение sociable - общительный subordinate - подчинённый

supervise – наблюдать, заведовать supplier - поставщик

teamwork – работа в команде

Exercise 1. Read the text and mark these sentences true (T) or false (F)

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Exercise 2. Complete the following sentences with these words

Exercise 3. The text contains a number of common verb-noun partnerships (ex. achieve objectives, deal with crises, and so on)

Match up these words and nouns to make common collocations.

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Exercise 4. Find words in the text that mean the same as the words or expressions

below.

1.a person or organization that buys products

2.to direct or control

3.aim, target

4.to choose someone for a particular job

5.manner, skill

6.a new idea, method or invention

7.the most important person on the board of directors of a company

Exercise 5. Translate the following word combinations into Russian to allocate resources

to set objectives to put effort into to perform a job to design products sales staff

Exercise 6. Find in the text English equivalents for the following word combinations

ряд навыков и методов людские и денежные ресурсы старший управляющий

сообщить (кому-либо) цели и задачи приобретать навыки

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достигать цели принимать решения

Exercise 7. Verb and preposition combinations are often useful for describing skills and personal qualities. Match the verbs 1 to 7 with the prepositions and phrases a) to g)

Exercise 8. Fill in the gaps with the appropriate prepositions (about, on, with, for, in, at, from, by)

Exercise 9. Translate into English using words from the text.

Менеджмент – это наука, практика и искусство управления. Менеджер должен хорошо уметь общаться с людьми, быстро принимать решения, ставить перед собой цели и задачи и успешно их достигать. Менеджер не только планирует и организовывает деятельность подчинённых, но и руководит ими. Важным аспектом управления является поощрение хорошей работы сотрудников. Лидер должен уметь планировать на только свою работу, но и работу своей команды.

Необходимо правильно распределять задачи между сотрудниками;

планировать, организовывать и контролировать выполнение поставленных задач. Вы можете успешно руководить людьми, если вы человек ответственный, самостоятельный, решительный, инициативный.

Exercise 10. Do you think you have the right skills to be a manager? Would you be able, for example, to set objectives, motivate and coordinate the staff, and manage a department store or a computer manufacturer?

Here is a list of qualities you may need to prepare your answer:

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Work in small groups. Try to present yourself in the best possible way (as a manager). Listen to your group mates and choose the leader.

(pay special attention to the usage of Present Simple Tense)

Test. Units 1 – 3.

I. Complete the following sentences with the words from the box.

3. .................. is a social science studying production, distribution, exchange, and

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II. Make up questions.

1.study / what / economics / does?

2.do / business / work / economists / where?

3.does / microeconomics / explain / what?

4.measure / the performance / do / managers / staff / of / their?

5.management / is / what?

6.income / macroeconomics / with / does / deal / national?

7.who / government / economists / hires?

8.management / an art / is / or / a science?

9.are / of / types / economists / three / there?

III. Make the following sentences negative.

1.Managers set objectives and decide how their organization can achieve them.

2.Economics is a social science.

3.Economics studies production, distribution, exchange and consumption of goods and services.

4.Higher positions for government economists are available only for individuals with a graduate degree.

5.Managers make decision about pay and promotion.

6.Business economists apply the economic approach when they make decisions.

IV. Fill in the gaps with the appropriate prepositions from the box.

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Unit 4

Marketing

What is marketing? Can you answer this question?

market (n) all the people and organizations involved in the activity of buying and selling particular …………… or services.

market (v) 1) to sell something or make it available for ……… 2. to sell something

by considering what ……………. want, how much they are willing to pay, where they want to ……….it etc.

marketing (n) activities to design and sell a product or service by considering what

consumers want, how much they are willing to ………, w here they want to buy it etc.

B. ‘The four Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right. Match the ‘Ps’ 1 to 4 to the definitions a) to d)