new insights into business ocr small (835551), страница 27
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Discuss yourideas and agree on a scenario and slogan for a TV commercial using thedramatisation technique.In groups, prepare a complete written scenario for your product or service.Follow the model of the description of the advertisement in Listening 2.Present descriptions to the rest of the class. Discuss which scenario is the mosteffective.Product and Corporate Advertising143u n i tThe Business MediaKey vocabulary SI The business community relies on various media to provide news, inform ation anddata.
The print media (newspapers, books and magazines) supply this in writtenform through the press (people who write for newspapers and magazines) andpublishing companies, which produce them. Radio and television channels orstations produce and distribute audio and audio-visual programmes or broadcastswhich cover the main events and developments in business. Recently there has beenconsiderable expansion of multimedia businesses which provide integrated mediaservices containing sound, pictures and text, accessed by audiences around the worldthrough networks such as the Internet.» SS„ „ MERGER ORE . .
DAVIDSON SHARES REACH ADD RIME HDG, „»CDOSES HR 3» -« I»~SMITHLead-inШВ Listen to an executive from Bloomberg, a multimedia informationnetwork, describing the different types of information that the organisationsupplies. Make notes about the four products that he talks about, using thesethree headings.• Services• Audience(s)• MediaBloomberg NewsThe Bloomberg Service(^Bloom berg TelevisiReading1 Before you read the text opposite about Michael Bloomberg, the founder ofBloomberg, write three questions you would like to ask about the man, andthree about his company.Read the text and see if you can find the answers to your questions. Can y0uguess the answers to your other questions?144A Man AndInformation MachineBy Lisa NapoliU biquity*, says M ichael B lo om b erg,w a s never his in te ntio n.
N onetheless,his nam e see m s to be everyw hereth e se days. A n e w deal w ith AT&T,5a n n o u n ce d on M onday, will plasterth e B lo o m b e rg n a m e on Intern et cellphones. A n au to b io g ra p h y,Bloomberg by Bloomberg, is o u t instores th is w e ek. He o w n s a news10w ire service a n d a satellite televisionnetw ork. He also syn d ica te s* radiop ro gra m m ing , pu b lish e s a c o n su m e rfinancial m ag azine an d m aintains aW e b site th a t he says g e ts 4 5 ,0 0 0is visito rs a day.N o ne o f the se, how ever, representsth e co re bu sin e ss o f th is 55 -ye a r-o ldfro m M ed fo rd, M a ssa ch u se tts; theyare all pa rts o f a m u ltim e d ia em pireго fo u n d e d in 1981 w h e n B lo o m b e rg leftS alom o n B ro th e rs w ith $ 1 0 m an d anidea ce n tre d on th e m o s t b a sic andvaluable o f late 2 0 th c e n tu ryco m m o d itie s : in fo rm atio n.25B lo o m b e rg se t to w o rk, w ith them on ey and a sm all g ro u p o fc o m p u te r pro g ra m m e rs, to c o m e upw ith an analytical system th a t w o u ldbe sim ple fo r bro k e rs to use.
W ith30 so m e initial fina ncial b a ckin g fromMerrill Lynch, he b u ilt his n e tw o rk todeliver s to c k a n d b o n d in fo rm atio n, ada ta b a se o f c o rp o ra tio n s ’ historiesand analysis. A n d he n a m e d it35 B lo om b erg.Today, B lo o m b e rg term in als, fo r w h ichs u b scrib e rs p a y $ 1 ,2 0 0 a m onth, siton th e d e s k s o f 7 5 ,0 0 0 financialanalysts a ro u n d th e w o rld . He has40 tu rn e d his original c o n c e p t in to are p orted $1 b n -a -y e a r m u ltim edian e w s an d in fo rm a tio n em pire.B lo o m b e rg ’s na m e has b e co m e ao n e -m a n bra n d , p ro m in e n t45th ro u g h o u t th e in v e s tm e n t a n d n e w s so55во657075so85g a thering in du stries. Yet, unless youtravel in th e financial w o rld , youm ay n o t have seen his em p ireg ro w in g.
R u p e rt M u rd o ch and TedTurner p ro b a b ly have vaste rholdings, b u t B lo o m b e rg , w ith hisprivately held co m p an y, m ay exertm ore a u to cra tic* co n tro l th a n anyo n e m a n in th e info rm atio nbusiness.A re ce n t visit to B lo o m b e rg w o rldh e a d q u a rte rs on M a n h a tta n 's ParkA ven ue fo u n d p e o p le cro w d in g intoan d th ro u g h th e lo b b y* as if it w ereth e tra d in g flo o r o f th e N e w YorkS to c k E xcha ng e.
O n th is day, m anyo f th e yo u n g em p lo ye e s w e recarrying a d va n ce co p ie s o fBloomberg by Bloomberg, a cleard e m o n stra tio n o f w h a t on e o u tsid e rd e s c rib e d as th e ‘c u ltis h ’ d e votio nem p lo ye e s see m to have fo r them an, his e m p ire an d his vision.T hese are im p ressive offices b y anyn e w sro o m stan dard s, an d the re areperks.
A ve rita ble co n ven ien ces to re o f s o ft d rin ks an d ch o co la te sand o th e r sn a cks, all free, d ra w s anen dless stre a m o f w orkers.T he p re m ises are cro w d e d , b u t noone, n o t even B lo o m b e rg , has aprivate office. A lth o u g h his d e sk isoff to o n e side, rig h t next to a smallg la ss-e n clo se d sitting area, nearbye m p lo ye e s can easily hear him onth e phone.S u rro u n d e d by s ta te -o f-th e -a rtdigital e q u ip m e n t w h ic h p o w e rs hisin fo rm a tio n ne tw o rk, this Joh n sH o p k in s -e d u c a te d engineer w ith anM B A fro m H arvard kee ps a sliderule* on his d e sk. (‘O th e r p e op lem u st be s m a rte r tha n I am,b e ca u se th e y can use ca lcula tors9095looЮ5nonsi 20i25an d see relationships; I th in kca lcu la to rs m a s k .’) He says he w ro tehis b o o k on a yellow pad.He disd a in s critics w h o p re d ict th a tth e Internet will d isp la ce th e need fo rth e 'B lo o m b e rg b o x ’; th e Internet, heasserts, is no th in g m ore than adelivery syste m - and an unreliableo n e a t th a t.
'O u r long d ista n ce bills,ha rdw are, de p re cia tio n an d m oneysen t to p h o n e co m p a n ie s, is a b ou t$ 1 0 0 m a yea r,’ he said. ‘If theIntern et really w o rk e d an d I co u ld g e to u r c u s to m e rs to co m e to us th ro u g hth e Internet, w e 'd save $ 1 0 0 m.‘W h y can w e cha rge $ 1 ,2 0 0 a m o n than d th e se o th e r id iots c a n 't g e t aw ayw ith a n y th in g ? ’ he asks. ‘B eca use onth e Internet, w h e n you try to cha rgefo r anything, usage g o e s to zero. Thed a ta th a t w e have is pu b liclyavailable, b u t th e value ad d e d is inth e ca te g o riza tio n an d th e utilities th a tlet yo u d o so m e th in g w ith it. ’T h o u g h B lo o m b e rg has few e rs u b scrib e rs tha n Reuters and DowJo n e s / Telerate, his c o m p e tito rs inth e financial info rm atio n business, hissystem is g ro w in g fa ste r an d is oftenpra ise d as easier to use. B lo om b ergcla im s he d o e s n 't pre te n d to kn o wth e d irectio n h e ’ll go.
W hat happ en snext, as B lo o m b e rg figures it, is equalp a rts lu ck a n d design.‘T here are m any reasons w h y som esu cc e e d a n d o th e rs d o n 't,’B lo o m b e rg w rites. ‘Three thin gsse p a ra te th e w inne rs fro m th e loserso ve r th e long term : tim e invested,in te rpe rsona l skills and plain oldfa sh io n e d lu c k .’*ubiquity: s e e m in g t o b e e v e ry w h e r e*to syndicate: t o sell t o o th e r m e d ia*autocratic: g iv in g o r d e rs w it h o u t a s k in g o th e r s ' o p in io n s*a lobby: a la rg e e n tr a n c e h a ll in a p u b lic b u ild in g*o slide rule: a k in d o f ru le r w it h m o v in g p a rts , f o r c a lc u la tin gNew York Timesunit fifte enRead the text again and decide if the following statements are true (T)or false (F).4Bloomberg employees seem to like working for the company.5 Only Michael Bloomberg has a private office.6 Michael Bloomberg believes that the Internet will provideserious competition for his company.8Bloomberg provides tools to analyse information that isfreely available.9Bloomberg has more customers than its competitors.□ □7 Michael Bloomberg believes that using the Internet would helphim to reduce company costs.Michael Bloomberg believes that success in business isprincipally a question of luck.| |10What do you think are the advantages / disadvantages of working in anoffice like the one described in the article?146□ □ □ □3 You can buy shares in Bloomberg on the Stock Exchange.□2 The main customers of Bloomberg are professionals in thefield of finance.[f ]□1 Originally the Bloomberg service was designed to providenews reports.The Business MediaV o c a b u la r yMatch the words from the text on page 145 with their corresponding definitions.12345678910acore business (line 17)bbacking (line 30)\a database (line 33)a subscriber (line 37)ca concept (line 40)da holding (line 51)a perk (line 71)epremises (line 75)state-of-the-art (line 82)depreciation (line 99)Чч~ ghiV fja quantity of shares held by one ownera computer program that is used to recordand list dataa benefit for an employee in addition tosalarythe fall in the value of something as itbecomes olderthe building where a company is locatednewest or most sophisticatedcentral activities of a companysupportan idea or a thoughta person who pays regularly for a serviceComplete the passage about WorldSpace Inc using words from Keyvocabulary and Vocabulary 1.
Change the form of the words where necessary.Noah Samara, an Ethiopian born lawyer,has a new media 1 corscepE, that he sayswill bring news, 2__________andeducation to millions of people in Asia, theMiddle East, Africa and Latin America. Hiscompany, whose headquarters are locatedin Washington DC, plans to use satellitesto transmit digital radio 3_________ to'under-informed' 4______________ intheseareas of the world. Potentially that meansthat more than three hundred millionlisteners could soon be tuning in, usingspecial radios that may ultimately cost aslittle as $50. To get his business off theground, Noah Samara has raised $850 mreceiving the 5__________of investorsfrom the regions where WorldSpace willoperate.
Most of the programming will beprovided free although some services willbe reserved f o r 6_________ . The companyhas recently signed a deal with mediatycoon Michael Bloomberg who will supplybusiness news to WorldSpace listeners.147unit fifteenVocabularydevelopment:phrasal verbs 3In the following examples from the text on page 145, are the phrasal verbs inbold transitive or intransitive?Bloomberg set to work, with the money and a small group of computerprogrammers, to come up with an analytical system that would be simple forbrokers to use. (line 27)'Why can we charge $ 1,200 a month and these other idiots can't get away withanything?' (line 106)Three-part phrasal verbs are transitive and consist of a verb, an adverb particleand a preposition.1 Replace the words in italics with three-part phrasal verbs. Use a word from eachbox in the correct form.AВCcutoveron (x2)livealongforgocomeforwardwith (x2)outto (x5)missroundget (x3)backlookdownmoveinonupa I'm very excited about retiring next year.
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