Learning Guide 2

Activity 1

 1.2 Open your Market Leader book on page 37, then listen to the CD and do exercise A, B, C and D.

A.
B. Listen to the comments from different places in the organization and write them down. Then match them to the places listed in Exercise A.
  1. Stock leves have been low for two weeks now. (warehouse)
  2. Why do we always have to check with the parent company before making decisions? (subsidiary)
  3. Yes, that's fine, if you could just hold on a minute. I'll need to transfer you to a supervisor. (call centre)
  4. We need to deliver this consignment on Friday. ( distribution centre)
  5. The production line is operating at full capacity. ( factory / plant)
  6. The Board Directors has fixed the Annual General Meeting for Tuesday the second. (headquaters)
  7. Can you e-mail head office as soon as possible and find out about the designs for the new windows displays? (warehouse)
  8. I'm afraid all our engineers are out working on repairs at the moment. (service centre)

C. What do the following departments do?

  1. In R&D, people research and develop new products.
  2. In Customer Services, people response questions and complaints of clients.
  3. In Human resource, people train staff that will enter to company.
  4. In Sales and Marketing, department that run advertising campaigns.
  5. In Production area, operate assembly lines any product and services company.
  6. Finance, prepare budgets, financial reports, accounts receivable and accounts payable
  7. Administration, people keep records
  8. In Legal, people draw up contracts and consults in legal terms.
  9. Logistics, In this area the people transport goods and planing activities
  10. Public Relations, people make press release and managing the relations of the company
  11. IT, In this area do install and maintain systems equipment.

D. 
1.3 Open your Market Leader book on page 40, then listen to the CD and do exercise A, B, C and D

A. Listen to Richard Rawlinson, Vice-President of the management consultants Booz & Co. Which four areas does Booz & Co look at when analysing a company's organisation?
Answer: The four areas are:
  • The formal structure organisation
  • Decision rights
  • Information flows
  • Rewards and incentives
B. Listen to the second part of the interview and answer the questions.

1. What do you need to answer on the website orgnda.com?
A/ You need the ogrdna profile.

2. What are your answer compared to?
A/ My answers are compared with answers from about 40,000 other executives

3. What can the comparison recognise?
A/ In the comparison can recognise patterns.

4. How does Booz & Co analyse a company in more depth?
A/ Organising workshop with the directives and realising probes

C. Listen to the third part and answer the questions.
1. How wast the American company organised?
A/ The company was organised by function.

2. What did Manufacturing and Marketing do?
A/ Manufacturing had the responsibility for all the company's plants that were located around the world. And Marketing ran all the brands in every country.

3. What was the company not very good at?
A/ It wasn't very good at responding to the local markets.

4. How did the consultants want to change the organisation?
A/ move the company to a geographically based organisation.

D.


1.4 Open your Market Leader book on page 41, then listen to the CD and do exercise A, B, C, D and E.

A, B, C and D.

E.  Listen to the third conversation again and answer the questions.
1. What expression does Frank use to introduce Nathalie?
A/ The expression that Frank used is "I'd like you to meet Nathalie"

2. Why could Nathalie be helpful to Christoph in his work?
A/ When Christoph are dealing with the South American customers.

3. What interest do they share?
A/ a cup coffee.

Activity 2

2.1 Open your Market Leader book on page 44 and do exercise vocabulary A, B, C, D, E and F.
A. Newspapers are one example of on advertising medium, Can you thin of others?
A/ Internet, Tv, radio, magazines, billboards

B.


C. Which of the methods do you connect to which media?
  • television - commercials
  • internet - pop ups
  • internet - viral advertising
  • internet - banner ads
  • television - advertorials
  • point-of-sales - free samples
  • point-of-sales - exhibitions
D. Which the verbs you identified in Exercise B combine with these nouns?

  1. run a campaign
  2. endorse a product
  3. place an advertisement
  4. sponsor a event
  5. target a consumer
  6. communicate a message
E. 


F. Give examples of:

1. any viral campaigns you have read about.
A. a viral campaing that I'd seen is of desodorant for men that he name AXE

2. clever slogans that you remember from advertising campaigns.
  • Jus do it (NIKE)
  • Ideas for lives (Panasonic)
  • design for humans (Samsung Galaxy S)
  • Touching live, improving lives (P&G)








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