market_leader_3e_-_intermediate_-_course_book (851943), страница 47
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Um, customers have a choice and they'reexercising that choice and, as a result, the comp;mies concerned arccompeting with each other, which brings the benefits in terms of, lim,lower prices, innovation and greater choice for consumers.C02 TRACK 38 (RT RORY TAYLOR)RT We could contrast that with another enquiry that we did, completed=about two years ago, into what's known as liquid petroleum gasfor domestic users. Essentially, this is for customers who arc notsupplied for energy through pipes - they live in remote areas,and therefore they need the gas, which is ;"llso known as propane,propane, delivered to their house and put in a tank. Again this is amarket with only four major players in it, concentrated in the sameway in nominal terms like the groceries industr)', but we found a farmore static market.
Er, we found that customers were not switchingbetween the companies, the companies were not competing witheach other, erlll, and conseqllently we were finding higher prices, lessinnovation and less choice.=AMAMAworkshop on communication styles and cultural awareness. Myname's Patrick Keane and ,'m the Managing Director of Ollr office inCaracas, Vene7.uela.So wh), should you listen to me? Well, ]"ve had 1 2 overseas postings,including Brazil, Russia, China and lndia, and I speak fou r languages.By the end of the workshop today, you'll have a better understandingof communication styles in )'our own culture and an introductionto those st),les in other cultures .
. . and this is the starting point forlearning how to deal with cultural difterences.It's worth bearing in mind lhat60 per cent of people in this companyget an overseas posting.Let me tell you briefly what we arc going to cover today. J'll get theworkshop going with a brief talk. Firstly, I'm going to talk aboutsome ways in which we use verbal communication and J'll look attwo areas. Then ['m going to look at non-verbal communication,looking at communication styles in your own culture.Let me ask you a question: can you put up your hands if you'veOK.career. One of the challenges we face when we go into a new culturalagency agreement, because they don't want it.
They like to usc andenvironment is the communication style.distribute the products of most of the top companies. They makeI'm going to begin with verbal communication. M)' first examplemore money that way.is silence, and how comfortable people are with silence . .
. whenYes, a non-exclusive contract would be perfect for us, too. As youpeople don't say anything. East Asian and Arab cultures are generallyknow, we represent many f-amous brands and will be happy to addquite comfortable with silence. However, Anglo-Saxon cultures dOIl'tyour product lines to our list.feel happy with long pauses in the conversation.Right. Now, prices: we like to recommend prices for each overseasMy second example is the acceptance of interruption betweenmarket - we advise on minimum and maximum prices for each ofspeakers. This is seen differently among different cultures.
Generally,our models.we can say that East Asians, Americans and Northern EuropeansNo, that's no good for liS. We prefer to set the prices for all theare not comfortable with interruption. They prefer to have as fewproducts we offer. We know the market conditions far better thaninterruptions as possible during conversations. Now, 1 'm not sayingyou . . . we would set the correct prices to maximise profits, of course.that people in these cultures don't interrupt.
However, in theseOK, it is 110t really a problem if you prefer it that way � I won't arguecultures, people who interrupt frequently arc regarded as rude. Butwith you. Now, the commission: I suggest a rate of 1 5 per cent on allif we look at Southern Europeans and Latin American cultures .the re\'enue you obtain, either directly or indirectly.
Is that OK?well, they're quite comfortable with interruptions. They even see itas positive engagement. 111e), can see cultures which remain quiet asFifteen per cent is too low. We want at least 20 per cent. The marketis ver), competitive. \·Ve·U have to spend a lot on advertiSing andM Yes, but \\'e could help with this.A How much will YOll pa)' liS?M \'\'e1l, we might go 50:S0 up to an agreed limit.
We can talk abollt thebeing rather formal or cold.Let me move on to non-verbal communication - body language andgestures which can provide challenges for staff not used to workingabroad. Again, I have two examples. First, [ want to talk aboutproximity, or ho\\' close you stand when talking to people.
Now, thisexact figures later.really docs var), behveen cultures. There's been some research into this,,'II have to think about it. We'll talk about the commission later.and apparently East Asian cultures prefer the space between peopleLet's discuss the length of the contract. Normally, we offer two years,in conversation to be approximately one metre. However, the Latinand to be honest, with a new distributor, we prefer a shorter period.cultures of Europe and Latin America . . .
they prefer less than halfEither side can terminate with 60 days' notice.A Well, it must be at least three years for it to be profitable for us.M Well, we can talk about it later. I suggest we break for lunch now.CD2 TRACK 40A non-exclusive contract would be perfect for us, too.2345678910How much eye contact are you comfortable with? Are you comfortablewith long periods of silence? And how do you feel about interruptions�These are some of the questions we will be looking at in loday 'sUsually with a major distributor or agent, we don't oner an exclusivepromoting your products.AMHow close do you like to be when speaking with a business colleagudalread), h:ld an overseas posting? Thank you.
Now, we know that themajority of ),Oll will have an overseas posting at some time in yourrelationship we want.AMCD2TRACK 41again looking at two areas. And after that, we'll cia some activitiesC02 TRACK 39 (M MANUFACTURER, A AGENT)M OK, perhaps we could start, as we agreed, by discussing the kind of=WOR KIN G ACROSS C U LT U R ES 4:COM M U N ICATI O N STYLESNo, that's no good for liS.We know the market conditions far better than you.I suggest a rate of I S per cent on all the revenue you obtain.Fifteen per cent is too low.
We want at least 20 per cent.\'Ve could help with this.How much will you pay liS?We'll talk about the commission later.To be honest, with a new distributor, we prefer a shorter period.It tllust be at least three years.a metre. This can cause some strange situations where people fromdifferent cultures try to get comfortable during the conversation bymoving forwards or backwards.
As I said earlier, I'm based in Caracas,Venezuela. In fact, Venezuelans like to talk to each other standingabout 1 2 centimetres apart. And they like to touch each other to showtrust, or to show that the other person is what they call simpatico.My second example of non-verbal communication is the level ofeye contact - how much eye contact is normal and when to breakit. Some cultllt"es may feel that the other side is not engaging withthem and not sho\\ling enough eye contact. Other cultures may feelthat they arc being stared at.
Well, Arab and Latin cultures usuallyhave the most e)'e contact, while East Asians have the least. NorthAmericans and Northern Europeans are somewhere in the middle.Before we move on to the workshop, I"d like to ask you \\'hichcultures you feel you know well.165ooo•oadjective (adj.) Headwords for adjectives followedby information in square brackets, e.g. {only before anoun] and {not before a noun], show any restrictions o nwhere they can b e used.noun (n.) The codes {e] and {U] show whether a noun,or a particular sense of a noun, is countable (anagenda, twa agendas) or uncountable (awareness,branding).verb (v.) The forms of irregular verbs are given afterthe headword.
The codes {I] (intransitive) a n d {T](transitive) show whether a verb, o r a particular senseof a verb, has or does not have an object. Phrasal verbs(phr.v.) are shown after the verb they are related to.Some entries show information on words that arerelated to the headword. Adverbs (adv.) are oftenshown in this way after adjectives.Region labels The codes ArnE a n d arE show whethera word o r sense o f a word is used only in American orBritish English.abolish v.
[TI to officially end a law, a system for doingsomething. an organisation etc., especially one that hasexisted for a long timeacquire v. [TJ if one company acquires another, it buys itacquisition n. [Cl when one company buys another one, or partof another oneadvertising campaign n.
[C] an organisation's programme ofadvertising activities over a particular period of time withspecific aims, for example to increase sales of a productagenda n. [CI 1 a list of the subjects to be discussed at ameeting2 the things that someone considers important or that theyare planning to do something about2 [C, UI when someone is chosen to do a job, or the job ilselfASEAN n. Association of South·East Asian Nations: a politicaland economic group of countries formed in 1967 whichnow has 10 members, including Indonesia, Malaysia, thePhilippines, Singapore, Thailand and Vietnamasset n.
Ie] something belonging to an individual or a businessthat has value or the power to earn moneyassignment n. 1 [e] a piece of work that someone is given2 [U] when someone is given a particular job or task, or sentto work in a particular place or for a particular personassociate n. [e] 1 someone who you work with or do businesswith2 a member of an organisation who has some but notall the rights of a full memberattend v. [I, T] to go to an event.
such as a meetingauthority n. (plural authorities) 1 [CI an official organisationwhich controls a particular activity and checks that the rulesand laws relating to it are being obeyed(ocal authority Ie] a government organisation in Britainthat is responsible for providing public services,such as schools, the collection of rubbish. etc. in aparticular area2 the authorities [plural] the organisations that are incharge of a particular country or area or a particular activity3 [e] the power that a person or organisation has becauseof their official or legal positionauthorise (alsa authorize Am£) v.
[T] to give official or legalpermission for somethingauthorised (also authorized Am£) adj.automotive adj. [only before a noun] relating to cars or the carindustryawareness n. [U] knowledge or understanding of a particularsubject. situation or thingaggressive adj. 1 An aggressive plan or action is intended toachieve its result by using direct and forceful methods.2 An aggressive person or organisation is very determinedto achieve what they want.award' n.
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