new insights into business ocr small (835551), страница 12
Текст из файла (страница 12)
In pairs, discuss what you would do in eachsituation.1 You have spent the last month preparing a report for head office. You have justlearned that your boss has taken all the credit for the work.2 Your boss gave you a highly confidential report to read over the weekend.
Nowyou cannot find it and you think you may have left it on the train.3 You have been sent to negotiate an important new contract for your firm. Duringthe negotiations your counterpart makes it clear that he expects a personal cashcontribution (a bribe) from you if your company is to win the contract.4 In your CV you lied about your qualifications in order to get the job you wanted.You have just been offered the job, but your new employer has asked to see yourcertificates.5 Two years ago your company signed an agreement to become the exclusiveimporter of kitchen equipment from a Swedish supplier.
You have just receivedconfirmation that another company is selling the same products at a lower price.6 You have just seen in your bank statement that your employer has paid you £500more than your m onthly salary.62£9•}х1эшэлшс1ш1 .rojsr3.tr paSSnspire лэщдвЛ .moA щ тм sajoos эщ ssnosiQIf your total score was 80 or above, you are aware o f m ost o f the im p orta n tissues in negotiation and have the m akings o f a good negotiator, i f you scoredbetween 60 and 79, you w ill make a good negotiator b u t there are some areasthat you need to im prove, i f your score was below 60, you m ay want to rethinksome o f your attitudes about negotiation and get some additional training.iv±o±■J8U8JSj| рооб В ШВ | 0 1 •■SUOjlBrUjS |njSS9JJS lj}jM |ВЭр UBO I 6 •■1ПЛЛ UBO sspjsipoq 8J8L)M SUOJlBnijS 'SpjBMOJ >|JOM PUB 'U| 8A9j|8q'Л||П|ЭДВО ssnssj 8SA|BUB PUB qOJB8S8J OJ 6Uj||IM ШВ•рэ>|эвцв A||Buosj8d6ui8q ШВ I иэцлл Ш|ВО UIBIUSJ UBO I 'AJBSS808U I■A|>|omb ssnssj lUBpodiuj p o iu sq i Ариэр; ивоqu8j}Bd Ajsa шв■ S p 8 8 U 8 A B q S J 8 q i O }В Щ 8 S !|B 8 J■oj элвц | иэцм ssjujojdiuoo о; биццм швqojipoo в p э|рр|ш эщ ш шв | иэцм |ooo Авр ивоaauBe A/Buojjs = о IaajBes/p A/6ucu}s= /poo§ вojiBiiuoqsonb SuiMoqoj oiq opiduio;)бицоцобэц :snooj sums ssdujsngБищиозnэ д уBujpeayunit seven2 In groups, discuss these statements made by Anita Roddick, founder of TheBody Shop International.
Do you agree with any of them? Why? Why not?A good business should be part of society, and you have to have pride in what youdo. There's no pride in making millions of pounds, but there is pride in helpingpeople and the environment.*The idea now is global responsibility. Businesses are the true planetary citizens,they can push frontiers, they can change society. *In the next decade, environmentalism will be the most important issue forbusiness.
**3 As consumers become increasingly concerned about the environment, moreand more companies claim to be producing 'environmentally-friendly'products. Read the claims below and match each one to the company that youthink made it.a cosmetics firma car manufacturer1234i 4La fast food chaina sports footwear firm'We provide refills for all our bottles.''All our packaging is made of biodegradable materials.''When you've finished with our products bring them back, we recycle them .''Our latest model is much less polluting.'What other companies with environmentally-friendly policies do you know?Readingpatagonia\«^'■Read the text below and write three questions you would like to ask aboutPatagonia.is a Californian company.
Itscorporate culture has its roots in the 1960sCalifornian counterculture of climbers and surferswith the ethic of radical environmentalism.Although its CEO, Yvon Chouinard, is dedicatedto social change he also insists on disciplinedmanagement and sound business practices. As aprevious CEO of Patagonia said. The one thingI'm clear about is that Chouinard demands 10%pretax profit.' For him, it is not a question ofsocial good or business profit, but social goodand business profit.Read the text opposite and see if you can find the answers to your questions.Can you guess the answers to your other questions?Read the text again and answer these questions.Yvon Chouinard661 According to the text, why are Patagonia's customers so loyal?2 In what ways does Patagonia make efforts to explain its products' 'earthfriendliness'?3 What is the overall objective of Patagonia's environmental education policy?4 How does Patagonia reassure customers who might question their claims to beenvironmentally-friendly?5 How do customers react to Patagonia's grants projects?Business and the EnvironmentProven environmentalcommitment helpscreate committedcustomersUse a variety of media.7 Patagonia’s advertising and company literature aim toeducate.
Instead of a catalog packed only with salesinformation, Patagonia’s catalog is more like NationalGeographic. Demonstrations in Patagonia’s retail storesengage* customers with interactive displays of the earth’sprocesses. Annual reports, pamphlets and other companyliterature explain new ideas in environmentalism. AndPatagonia was one of the first companies to discusssustainability in paid media.Jacquelyn OttmanDemonstrate tangible corporateenvironmental progress.1 When self-proclaimed ‘Patagonics’ dial up Patagonia, theyknow they will receive more than a high-quality fleeceanorak or a waterproof pair of hiking boots.
Thanks tothe California-based retail firm’s outdoor clothing catalogand its exemplary method of communicating its corporateenvironmentalism, customers are not only knowledgeableabout the company’s environmental progress, they areloyal*, too.2 When purchasing products from Patagonia, customersalso buy into a commitment to environmental restoration.Patagonia’s example demonstrates good green-marketingstrategies.Educate consumers on environmental productattributes and benefits.3 Patagonia takes pains to explain its products’ earthfriendliness and show customers the big picture. Forexample, in the mid-1990s, Patagonia began usingorganically-grown cotton exclusively. In addition tohighlighting the organic* merchandise in productdescriptions in catalogs, essays explained why organicallyproduced products are environmentally preferable.4 Other essays expanded the issue beyond individualproducts and processes.
In a 1996 catalog essay, forexample, CEO Yvon Chouinard explained the rationalebehind the company’s switch to organically-grown cotton,including the problems associated with producingconventional cotton, the larger long-term benefits ofinvesting in organically-grown products and the need tothink about long-term sustainability issues when choosingproducts.5 One might assume that explaining the benefits of organiccotton in catalogs was a strategic move, since the companyhad to justify the $2 to 110 premium per garment.
Butother essays, for instance, addressed environmental issuesnot directly linked to company profit.6 Broad environmental education teaches consumers thatalthough thinking and buying green is more expensive,environmentalism is less taxing on the earth in the longrun, and therefore, on individuals.8 Patagonia realizes that customers sometimes doubtcorporate environmental claims. To avoid consumerbacklash*, Patagonia publishes the results of its internalenvironmental assessment.9 This report reviews all office, production andmerchandising activities and uncovers opportunities to cutwaste and reduce energy. Readers can see how Patagoniatries to conduct business in a socially responsible manner,from choosing long-lasting efficient light bulbs toproviding on-site child care for employees’ children.
Thegrounds around the company’s headquarters even featureedible landscaping - banana trees.10 Through an environmental grants program, dubbed*Earth Tax, Patagonia pledges 1% of its sales or 10% of itspre-tax profit, whichever is greater, to small, localpreservation and restoration efforts. Through* April 1997,Patagonia had contributed more than $8m to hundreds ofsuch organizations.11 Believing that grass roots* efforts do the most to raisecommunity awareness of local problems, the Earth Taxprogram targets smaller grass roots organizationscommitted to issues such as biodiversity*, old-growthforests, environmentally preferable methods of resourceextraction*, alternative energy and water, social activismand environmental education.
By funding more than 350of these efforts each year, Patagonia helps raisecommunity awareness nationwide.Empower consumers to take action.12 An annual Earth Tax Report invites customers to applyfor grants for local projects. Participants are quick to applyand inform the company about environmental successes.One recent catalog featured a customer sporting aninsulated Patagonia guide jacket as she rescued a calf bornduring a Colorado snow storm.13 With powerful communication, meaningful corporateenvironmental progress and avenues for consumeractivism, it is no wonder that even skeptics becomePatagonia customers and customers become ‘Patagonics’.*loyal: always supporting*organic: made w ith o u t artificial chemicals*to engage s.b.: to attract s.b.
and keep th e ir*through (US): until (CB)*grass roots: at the level o f ordinary people*biodiversity: m any d ifferent plants andinterestanimals existing in one area*resource extraction: taking natural productsfrom the earth*a backlash: a strong reaction against s.th.*to dub: to give an 'u no fficia l' nameMarketing News67VocabularyC o m p le te th e p assag e b e lo w u s in g th e se w o rd s fro m th e te x t.a sustainability (para 4)b product descriptions (para 3)c catalogs (para 3)d empower (para 12)e commitment (para 2)f organic (para 3)Patagonia is an outdoor clothing firm with a strong 1 com m itm enttoenvironmental causes. It sells its products through retail outlets and by mailorder.
Patagonia is renowned for its spectacular 2_________________which arefilled with unusual and dramatic photos (all taken by customers) displaying theclothing in exciting ways. They also contain detailed 3________________which include definitions of materials and explanations of manufacturingprocesses.The company makes jackets from recycled plastic bottles and produces clothingfrom 4_________________ materials.
It offers courses to its employees on nonviolent demonstrations and even pays bail for employees who get arrested. Italso donates money to environmental groups and generally supports effortst h a t 5_________________ consumers to take action. Patagonia's strategy isn'tjust to give away money to good causes but to pioneer new, long-term practicesof 6_________________in business, prove their economic viability and persuadeother businesses to follow.Find words in the text w hich have the opposite m eaning to the words below.1234imperfect (para 1) exemplaryuninformed (para 1)innovative (para 4)uncalculated (para 5)5678separate (para 5)taken (para 10)locally (para 11)failures (para 12)M atch the nouns and verbs as they are used in the text.12345addressdoubtpublishconductraise\\abcdebusinessawarenessresultsissuesclaimsReplace the words in italics w ith expressions from Vocabulary 3 in thecorrect form.1 The speaker will talk about the difficulties we are likely to encounter.csddreSS the issues2 The company runs its affairs in an ethical and honest manner.3 The government will make public the conclusions of the environmental study nextmonth.4 We are running a campaign designed to increase public knowledge of the currentcrisis.5 Many consumers don't believe statements made by companies about their products.68Business and the EnvironmentVocabularydevelopment:word buildingWith some words it is possible to create several new words by adding suffixes.Look at these examples.Verb1AdjectiveN ounN oun(idea)(person)-environmentenvironmentalistenvironmentalactivateactivismactivityactivistactiveComplete the table below, using a dictionary.
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