market_leader_3e_-_intermediate_-_course_book (852196), страница 7
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In a press release, thedeaL was described as a merger, butDecker is the reaL decision-maker.2 It will use Asia Entertainment for further expansion intoAsian markets such as Singapore, Malaysia and Vietnam.3Asia Entertainment has a growing onLine presencethrough its successful DVO viewing serviceCommentAsia Entertainment seems to be a good fit with the DeckerGroup.
However, there may be probLems when a differentstyLe of management, the 'Australian way of doing things',is introduced into the Asian company.The new Chairman and Chief Executive will be ScottHenderson. A graduate from the Harvard SchooL of Business,Scott Henderson has a reputation for being a strong Leaderwho is not afraid to take difficult decisions. He is a fluentspeaker of Mandarin Chinese.UNIT 3••CHANGE�$ C01.18 Scott Henderson, the new Chief Executive, gave an interview to a HongKong TV business c h a n n el He was asked about the recent a c q u isiti on of Asia n.Entertainment.
Listen and note what he says.Problemsis now a year l ate r. The change of ownership and new management style at AsiaEntertainment have caused many p ro b le m s . The e·mail on the right illustrates someof the difficulties.ItTo:IFrom:ISubject:I Robert Crawford, Vice-PresidentI Cindy Chow, Director, Human ResourcesI Effects of the m erg erStaff are very unhappy about the changes. I'm worried about the high staff turnover and lowmorale.
These are some of the reasons for the problems.1Re-applying for positionsThe management has asked all employees to re-apply for their jobs. Staff feel very uneasyand insecure. People do not want to compete against each other for jobs.2RedundanciesRedundancies are expected. Employees in HR and Sales feel particularly threatened. Manyemployees from these departments are looking for new jobs, which is affecting productivity.3C o m pe nsati onStaff are already being made redundant. However, the compensation package is poor.
Theyare also receiving no help to find new jobs.4English language skillsThe management has insisted that all staff must improve their English, but no financial helphas been offered towards the cost of English courses.5Management styleThese are typical comments made by staff.They're trying to do things too fast - there's a new computer system we don'tunderstand; and they're ordering lots of Australian films for our rental service, but weknow nothing about the films.They want an informal atmosphere, but we don't want to use first names - we're notused to that.The food in the staff restaurant is awful . The new manager's Australian, she's changedmost of the dishes. We have to eat a lot of food we're not used to. There are too manydairy products and not enough fresh vegetables and fish.Most of the management jobs have been given to Australians.
There are not manyChinese in senior positions - everyone's complaining about it.We don't know what's going on. We don't know where the company is going and whatour strategy is. Quite a few of us don't who our boss is, or what our duties are.We feel we're lOSing our Chinese identity.Our bosses don't understand us,our customsare so different. Our new managers are only interested in results.A group of senior managers meets to resolve the problems.21 Work in two groups.Group A: new Australian managers led byScott HendersonHold the meeting as one group.
The agenda is as follows:•Background:•What mistakes is the new m a n age m e n t m aki n g if any?whyare staff resisting the changes?,Group B: senior executives from AsiaEntertainment who have kept their jobsfollowing the merger.Each group prepares separately for the meeting.••What practical action(s) can be taken to improvethe situation?What can be learned from this experience? How can thecompany manage change more effectively in the futu re?WritingWatch the Case studyWrite the action minutes for the above meeting.commentary on the�OVO-ROM.Writing file page 129�W291Socialisingo �I» C01.19 Listen again and answer thequestions.1 What do Antonio Silva and james Whitfieldsay when they first meet each other?2Complete the chart with information fromthe conversation.Antonioo In small groups, discuss this question.If you're listening to spoken English.
what do youfind most difficult?•the speaker's accent•the speed at which he/she is speaking•the words he/she usesoLook at these strategies for dealing withaccents. Rank them in order of the ones youprefer (1 = best strategy, 6 = worst strategy).•Ask the speaker to talk more slowly.•Ask the speaker to repeat what he/she said.•Interrupt and ask questions to slow thespeaker down.•Listen to English radio on the I nternet.•Watch English·language films.Are there any other strategies you would use?GIf you were meeting a group of businesspeople for the first time in a social setting,e.g. in the bar of a hotel or the restaurantat a conference, what subjects would youdiscuss in the first half hour?e �I» C01.19 Listen to the first part of aconversation between two executives.They are attending a conference i nSeattle, USA, o n management softwaresystems. They meet at the hotel breakfasttable, introduce themselves and have aconversation.
Answer the questions.1Type of company office equipmentWhat are the names of the two executives,and where do they come from?2 Which of these subjects do they mention?a)b)c)d)e)f)g)the name of their companytheir position in the companywhere they are fromthe performance of their companytheir journey to the conference centretheir reason for coming to the conferencetheir accommodation5yrtem' Anolyrtjob titleCompanyperformanceFlightAccommodationo �I» CD1.20 Listen to the second part of theconversation and answer the questions1Who is:a) a senior official?b) a director?c) a managing director?Check that you understand by saying things like'Are you saying ...
?',•james2List the two topics which they discussin their conversation.e �I» CD1.20 Listen again and fill in the gaps.jamesLet me do the introductions. I'mjames Whitfield, I'm from Atlanta,Georgia, and I'm a . . . . . . . . . . . 1 for NewEra . . . . . . . . . . .
2 Antonio Silva fromBrazil. He's a . . . . . . . . . . 'with an officeequipment firm..AntonioKlaus.II. . . 5. I'm Klaus Liebermann, t'm acolleague of James's. I'm the . . . . . . . . . . . 6of New Era's . . . . . . . . . . . . '. And this isLudmila Poigina from . . . . . . .
. . . . . '. She'sa director of an engineering company.o Which ofthe executives:a) has not yet seen the city?b) has already seen some of the city's sights?c) probably knows the city quite well?o Two speakers, David Broadus andJerry Chin, are strongly recommended.What is said about each one?You are all attending a conference on customer care at a large hotel in New York. You all meetin the hotel restaurant and find yourself on the same table. You must introduce yourself andhave a conversation. Find out two things you have in common.1 Work in groups. Choose one of thefollowing roles.•Manager of a five· star hotel•Sales Supervisor in a large department storeHow will you introduce yourself?•Manager of a regional branch of a bankWhot is your name and nationality?Head of Customer Service in a mobilephone companyWhere are you from?••Owner of a chain of prestige hairdressingsalons•Manager of a call centre•Owner of an expensive restaurant•23 When you are ready, meet the othermembers of your group and practiseyour social English.Sales Representative of a real·estateagencyPrepare for the task by looking at thequestions below.
Make notes of youranswers.What is your position and the name ofyourcompany or business?How is the business doing? Is it successfulor in difficulties?How did you travel to the conference?Were there any problems getting there?Where are you staying? Are you satisfiedwith your accommodation? If not, why not?Have you visited the sights of New York yet?If not, do you wantto visit them? If so,which ones?Which speakers interest you? (There arefour main speakers from the US, France,Switzerland and Hong Kong.)1VOCABULARYBrandsComplete the text with the correct words.Topalino is a well-known brand of sweets and chocolates owned by ABG, a companybased in Maribor, Slovenia. It focuses mainly on. .
. .' products and was the market• • . • . • • . • • .,2in exclusive confectionery.I n the last two years, however, Topalino's market .........J. . .has declined by almost 25%.There are at least two reasons for this decline.First, supermarkets in the region are now selling sweets of similar quality at much lower. . . . . .' for money.prices, so more and more consumers say that Topalino is no longerThe economic downturn has naturally made people more price conscious, and brand. . . . .
. . . . . . ' is suffering as a result. A possible solution would be to reduce the price of atleast a number of products so that they are i n the medium . . . . . . . . . . . ' of prices.Secondly, a lot of middle-aged people find the logo childish and the packaging oldfashioned and unexciting - in other words, they no longer And the brand . .attractive.
I n order to appeal to this important market . . . . . . . . . . ', Topalino i s thinking10of . . . . . . 9 its main products and expanding its product .... ..1 a) inexpensiveb) upmarketc) influential2 a) leaderb) launchc) awareness3 a) labelb) logoc) share4 a) priceb) marginsc) value5 a) stretchingb) researchc) loyalty6 a) rangeb) orderc) list7 a) nameb) imagec) label8 a) segmentb) surveyc) challenge9 a) endorsingb) repositioningc) generatingb) rangec) list10PRESENT SIMPLEAND PRESENTCONTINUOUS.a) numbersComplete the text with the present simple or present continuous form of theverbs in brackets.Sarika Gupta is a technology programmer, and she . .
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