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Практическая 1. Оценка 30
Задание 1. Read the article, translate it and check your comprehension by doing the Activity 2.
BUSINESS BOOKS
Keeping up with developments in your professional field is getting more and more difficult. It used to be enough to read a few trade magazines, attend the occasional conference and subscribe to a professional website. Nowadays, though, it seems this is not enough.
Many people involved in business today will have heard of long tails, black swans, freakonomics and one-minute managers. However, if you haven’t read the right books and don’t know the jargon, a “long tail” is a way of describing sales patterns, a “black swan” is an unusual but high-impact event, “freakonomics” is a way of describing unusual economic effects and the “one-minute manager” is a good time manager.
Books on the subject of business, and the jargon (or specific language) they produce have now become a business in themselves. Most bookshops now have several shelves filled with books suggesting all sorts of revolutionary theories which will change the way you do business, manage your time or do your accounting procedures. Many of these books claim they can make you rich and successful.
There are now books which tell you how to persuade people and close the deal, how to read and use body language, how to unlock the secrets of international markets, how to go global and stay green, or list the 25 principles of success, the ten ways to make yourself a better manager, the 100 richest people in the world.
As well as these books, there is another style of business book: the biography or autobiography of the successful business person. These days, it seems, no one can become the CEO (Chief Executive Officer) of even a small company without putting pen to paper and telling the story of their rise to the top, especially if they have a personal tragic story to overcome, or some fantastic ideas to share. In one of these books, a fairly well-known CEO says “Everything I know about business, I’ve learned myself” which makes me wonder why people would buy his book.
Some of these books sell by the thousands, often appearing in the bestseller lists alongside blockbusting works of fiction. Who is buying them, and what do they learn? Are these books essential tools for the modern workplace, or just a way for publishers to make money?
Undoubtedly some books do become vital textbooks for students of business at any level, and some of the biographies can hold valuable lessons for any aspiring or practicing entrepreneurs. However, the accusation that many of these books are creating unnecessary jargon, words and terms which complicate, not simplify, the world of business, also seems true.
Перевод:
Бизнес книги
Идти в ногу с развитием в вашей профессиональной сфере становится все труднее. Раньше было достаточно прочитать несколько журналов о торговле, время от времени посещать конференции и подписаться на профессиональный веб-сайт. Однако в настоящее время этого кажется недостаточно.
Многие люди, вовлеченные в бизнес сегодня, наверняка слышали о длинных хвостах, черных лебедях, фрикономике и одноминутных менеджерах. Однако, если вы не читали нужные книги и не знаете жаргона, «длинный хвост» - это способ описания моделей продаж, «черный лебедь» - необычное, но впечатляющее событие, «фрикономика» - это способ описания необычных экономических эффектов
, а «одноминутный менеджер» - хороший распорядитель времени.
Книги о бизнесе и жаргон (или конкретный язык), который они создают, теперь сами по себе стали бизнесом. В большинстве книжных магазинов сейчас есть несколько полок, заполненных книгами, предлагающими всевозможные революционные теории, которые изменят ваш способ ведения бизнеса, управления своим временем или бухгалтерских процедур. Многие из этих книг заявляют, что они могут сделать вас богатым и успешным.
Сейчас есть книги, в которых рассказывается, как убедить людей и заключить сделку, как читать и использовать язык тела, как раскрыть секреты международных рынков, как выйти на мировой рынок и оставаться экологичным, или перечислить 25 принципов успеха, десять способов стать лучшим менеджером, 100 самых богатых людей в мире.
Помимо этих книг, существует другой стиль деловой книги: биография или автобиография успешного делового человека. В наши дни, кажется, никто не может стать генеральным директором даже небольшой компании, не приложив ручку к бумаге и не рассказав историю своего восхождения на вершину, особенно если у них есть личная трагическая история, которую нужно преодолеть, или некоторые фантастические идеи, которыми можно поделиться. В одной из этих книг довольно известный генеральный директор говорит: «Все, что я знаю о бизнесе, я узнал сам», что заставляет меня задаться вопросом, почему люди покупают его книгу.
Некоторые из этих книг продаются тысячами, часто попадая в списки бестселлеров вместе с художественными произведениями - бестселлерами. Кто их покупает и чему они учатся? Являются ли эти книги незаменимыми инструментами для современного рабочего места или просто способом для издателей зарабатывать деньги?
Несомненно, некоторые книги действительно становятся жизненно важными учебниками для студентов, изучающих бизнес на любом уровне, а некоторые биографии могут стать ценными уроками для любого начинающего или практикующего предпринимателя. Однако обвинение в том, что многие из этих книг содержат ненужный жаргон, слова и термины,
которые усложняют, а не упрощают мир бизнеса, также кажется правдой.
Задание 2.Choose the best ending.
1. According to the article, being more informed in your profession
a) is becoming more complex.
2. If you haven’t read certain business books.
b) you won’t understand what your colleagues are talking about.
3. Many bookshops
c) stock a lot of business books.
4. Books are available
c) which will improve your career prospects.
5. According to the article
a) many company directors have written their life stories.
6. Some business books
b) are very commercially successful.
Практическая 2 оценка 30
Задание 1. Read some business book and present it in ten sentences.
I would like to tell you about my favorite business book, which is called “The 7 Day Startup: You Don't Learn Until You Launch”. The book was written by the famous entrepreneur, business and marketing writer Dan Norris. The book tells us about how exactly the author built a cashflowing small business startup from scratch in 7 days. We can see the description of the seven stages which can help you become successful in your startup. This book is targeted at small business founders, entrepreneurs (and wantrepreneurs), various freelancers and agencies and bootstrappers. The main point is that you only have a business if you have paying customers. It's reasonable that you test your price hypothesis since the day one. The book teaches you how to bootstrap a business idea in 7 days, from idea to launch, with less than $100. It’s an absolute bestseller. I think that this book can be really useful especially for the young people and students who are full of enthusiasm and who want to achieve success in life.
Задание 2. Read the text and explain its title.
In my opinion, the title of the text “Hello to the good buys” refers to more convenient system of marketing or trade. According to the text, a widely-known fuel company Shell Oil is preparing hassle-free and faster fuel buying for customers.
HELLO 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 involved Shell Oil researchers “moving in” with their customers to test their buying habits.
The marketing people from Shell Oil Products were desperately seeking ways to increase the business, and to come up with a strategy which would put them ahead of their competition by differentiating the Shell Oil brands in the eyes of consumers. “We are big business and the leading retailer of gasoline, but it is a fragmented market and the mission was to profitably expand the business,” said Sam.
Today, after 18 months of research, Shell Oil is on track to make buying fuel at their 8,900 service stations clearly different with a new brand 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 company has been developing detailed knowledge of consumer needs and attitudes, which formed the basis for the new brand initiative. Team leader Dave Yard, manager of Strategy and Planning Marketing, picks up the story. “We 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, especially regarding driving and cars. The result was that everyone wanted three things from a service stationcompetitive price, 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 by other factors – some wanted full-serve outlets like the old days, some chose a service station depending on whether it looked safe or not. There were ten different segments with different needs, and we wanted a better understanding of each of these audiences.'
A focus group was set up for each segment; an anthropological study was carried out, which involved team members spending waking hours with people from each segment, watching them at home 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 study indicated that three groups, which comprised 30% of the driving public, should be targeted:
Premium Speeders – outgoing, ambitious, competitive and detail orientated. 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. Want simple easy transactions.
Safety Firsters - control orientated, confident people, like order and comfort of the familiar. Higher value on relationships and go out of their way to stations that make them feel comfortable. Prefer to stay close to cars.
The common feature was that they all wanted a faster and easier service than anything already available, so the study ended and the launch began.
The field organization and Shell Oil retailers combined forces to determine how to eliminate the little hassles that customers sometimes face, such as 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, behavior and perception of the brand. 'Fueling a car is a necessity of life and I believe we are ahead of the game – but we won't allow ourselves to stop and be caught up.