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Exercise 1. Answer the questions. 1. When Joel Owsley Cheek's father gave him the traditional silver dollar, what did it represent?
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1. When Joel Owsley Cheek's father gave him the traditional silver dollar, what did it represent?
2. Why did Joel want to demonstrate his blend of coffee in the Maxwell House Hotel in Nashville?
3. Why is Henry Ford's life considered to be a microcosm of American economic history?
4. What was so special about Ford's cars?
5. Why does the automotive industry owe an enduring debt to a mechanical genius named Henry Ford?
Exercise 2. Match the English words with their Russian equivalents.
1. silver (n) A. оптовый
2. wholesale (n) B. привилегированные акции
3. wholesale (a) C. рекламная кампания
4. wholesale (v) D. прорыв (зд. новая исключительная модель машины)
4. outstanding shares E. оптовая продажа, продажа оптом
5. breakthrough (n) F. серебро
6. advertising campaign G. продавать оптом
Exercise 3. Find the Russian equivalents of the following.
A microcosm of American economic history; to reap heavy rewards; to put the new model out of character with previous models; to test one's judgment; to join a firm of wholesale grocers; to put Americans on wheels; to search for the elusive «perfect blend» of coffee; annual model changes; a primitive affair; to commemorate the inventor; to set the models clearly apart; to be an instant success.
Exercise 4. Find the English equivalents of the following.
Классический внешний вид; финансовая поддержка; искать славу и богатство; радикально измениться; переключать скорости; основать компанию; коммивояжер; создавать новые сорта кофе; знаменитые посетители; продаваться лучше других машин вместе взятых.
Exercise 5. Translate in written Paragraphs 6 and 7 of the text beginning
With the words «In many ways...» and ending with the words «...was then
worth $260,000». When translating, please keep in mind the norms of the
Russian language.
Exercise 6. Fill in the correct word or phrase from the list below. Use the words or phrases only once.
To seek; dream; debt; fire; travelling; success; to catch; to persuade.
1) … someone's imagination
2) to owe an enduring …
3) … his fame and fortune
4) a … salesman
5) to catch …
6) to realize one's …
7) … the management
8) a story of innovation and ultimate …
Exercise 7. Fill in the correct preposition.
1. …a reasonable price
2. to be good … the last drop
3. a penchant … mechanical things
4. to search …the perfect blend of coffee
5. to hold a special fascination …someone
6. the price … some models
7. to sell a model … under $600
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8. nothing revolutionary … the engine
9. to drop … $260
10.to be ready … something
Exercise 8. Say whether these sentences are true or false and explain why.
Rewrite false statements to make them true.
1. Ford was not sure if he would produce a good car at a reasonable price.
2. Americans liked the Model A at once.
3. No one knows the blend of coffee called Maxwell House.
4. The car manufacturers were in the habit of producing new models every year.
5. Original investors did not get extra money when in 1919 Ford bought all outstanding shares.
Exercise 9. Look through the text again and write down words and word
combinations appropriate to describe:
A. how Joel Owsley Cheek let the world know that he had found a new blend of coffee;
B. the «Detroit design syndrome».
Exercise 10. From the text, select those facts and ideas concerning Joel Owsley Cheek's fascination for coffee (in written form).
Exercise 11.
- Say what the text is about. Comment on the content of the text (orally).
- Present the general idea of the text in five-six sentences. Do it in written form.
TEXT 13. MACRO ENVIRONMENT
Macro environment is the network of systems composed of culture, political and economic forces, technology, skill mixes, and consumer groups; a source of opportunities and constraints for the organization. Once the organization has built its product or defined its service, it must distribute it to consumer client groups who have wants and needs that they attempt to satisfy through the consumption of such products and services.
Every organization exists within an extensive and complex environmental network. Organizational environment refers to all groups, norms, and conditions with which an organization must deal. It includes such thing, as the political, cultural, economic, religious, educational, and like systems that affect an organization and which m turn affected by it. Table 1 provides a summary of environmental subcomponents.
Culture, composed of values, norms, artifacts, and accepted behavior patterns, affects the way the organization is formed and how it operates once in existence. Indeed, one must recognize that all of the decisions made in an organization are culture bound; i.e., they are a reflection of all these components of culture. Societal norms are those standards that mold behavior, attitudes, and values of those members who constitute a society. They come from laws, customs, religious teachings, and common practice. They are standards because members take them into account in their decisions and behavior. Dress, speech, what is considered to be in good taste, and the general understanding of what is right and wrong are all affected by societal norms. At the same time, almost every institution in a society is capable of transfusing some of its values, norms, and behavior patterns into its environment. Organizations can hardly afford to ignore such a vital ingredient in its macro environment. Political forces are classified as the form and role of government in a society. The source of law and other regulations that restrict or at least affect the organization, the political system also is the source of a rich variety of services for the organization. These services range from fire and police protection to the provision of recreational areas. When one thinks of the governmental sector, one might be likely to think of its negative connotation and red tape. Although there is an element of restriction originating from the political sector, it is by no means dominant. Even though the presence of the political system has served to complicate management's job, it has also made it easier at the same time. By knowing that all similar organizations must observe the same rules and regulations, managers can experience an element of certainty in their activity. They know that they have a source of protection and redress when violations do occur.
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The political system is coupled with the economic system. The type of economy a society has can range from private enterprise to planned economy. Whatever its form, the economic system is concerned with the allocation of scarce resources and the provision of some form of distribution. It is, in practice, quite difficult to separate the political and economic systems from each other.
The macro environment is also the source of technology—the machines, techniques, and methods required for production and distribution. To be able to compete successfully, organizations must have access to modern technology. It is simply not feasible for an organization to compete unless an adequate level of technology is available to it. It can be safely stated that organization success is measured by the ability of the organization to adjust to and to employ technological innovations. Among their responsibilities, managers today must count the obligation to maintain a spirit of creativity and ingenuity among members so that continued progress on the technological front can be made. The evergrowing shortages of resources of all types are but one indication of the seriousness of this obligation.
Skill mix in the labor force is likewise an important facet of an organization's macro environment. All organizations depend to some extent on a supply of labor that possesses the skill and ability to perform the work necessary to attain objectives. Consequently, labor market conditions and skill mixes are crucial to success.
The consumers are the ultimate arbiters of the organization's success, for it is they who make the critical choices to consume or not to consume an organization's output. Without the income (in whatever form) that results from this consumption, the organization is doomed to a relatively short life. This means that managers must be more aware of and sensitive to the total environmental complex of their organization in order to develop and implement plans for successfully coping with it. Otherwise, there is little chance for success, for no longer will yesterday's methods based on a placid environment serve in today's turbulent outside world.
EXERCISES
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