Практическое задание №2. Tell about the following. Who is the author Whats the title
 Скачать 35.5 Kb.
|
|
Задание 1. Read some business book and present it in ten sentences. Tell about the following. • Who is the author? • What’s the title? • Who is the book targeted at? • What does it teach or tell about? • Is it a bestseller? • Do you think it is essential for business students or anyone in business? Задание 1. Прочитайте какую-нибудь деловую книгу и изложите ее в десяти предложениях. Расскажите о следующем. • Кто является автором? • Каково название? • На кого рассчитана книга? • Чему она учит или о чем рассказывает? • Является ли это бестселлером? • Считаете ли вы, что это важно для студентов-бизнесменов или для тех, кто занимается бизнесом? Ответ: 1) Ron Adner 2) Winning the right game. How to destroy, protect and achieve results in a changing world. 3) The book is designed for those who want to keep up with the times and stay afloat, while the old-school business is going down. 4) It will teach you how to choose the right business strategy that corresponds to the new time. 5) The book was published in 2022. But it has already caused a lot of discussion and a huge demand among readers. 6) In business matters, you always need to discover something new and this book will undoubtedly help students decide on the future direction of doing business, and already experienced businessmen to make sure whether they are on the right path. Рон Аднер Победа в правильной игре. Как разрушать, защищать и добиваться результатов в меняющемся мире. Книга рассчитана на тех, кто хочет идти в ногу со временем и оставаться на плаву, в то время, как бизнес старой школы идёт ко дну. Она научит выбрать правильную стратегию ведения бизнеса, соответствующую новому времени. Книга вышла в 2022 году. Но уже вызвала массу обсуждений и огромный спрос среди читателей. В вопросах бизнеса всегда нужно открывать что-то новое и эта книга несомненно поможет студентам определиться с будущим направлением ведения бизнеса, а уже опытным бизнесменам удостовериться, на верном ли они пути. В современном мире меняется сама природа конкурентной борьбы. Если раньше это была типичная схватка Давида с Голиафом в рамках одной отрасли, то в эпоху развитых экосистем прямое противостояние только выматывает и не приносит желаемого результата. Сегодня недостаточно просто знать, как сражаться и побеждать. Куда большее значение теперь имеет выбор поля для битвы. В книге «Победа в правильной игре» Рон Аднер рассказывает, как сберечь силы и миллионы долларов, чтобы потратить их на участие в собственной игре. Задание 2. Read the text and explain its title. HELLO TO THE GOOD BUYS A new marketing campaign promising hassle-free and faster fuel buying for customers is under way in America. Suzanne Peck reports on the 18- month research project which involved Shell Oil researchers “moving in” with their customers to test their buying habits. The marketing people from Shell Oil Products were desperately seeking ways to increase the business, and to come up with a strategy which would put them ahead of their competition by differentiating the Shell Oil brands in the eyes of consumers. “We are big business and the leading retailer of gasoline, but it is a fragmented market and the mission was to profitably expand the business,” said Sam. Today, after 18 months of research, Shell Oil is on track to make buying fuel at their 8,900 service stations clearly different with a new brand initiative. Its aim is to deliver through facilities, systems upgrades, and new operating practices, a hassle-free fueling experience targeted at specific customer segments. Over the past few years, the company has been developing detailed knowledge of consumer needs and attitudes, which formed the basis for the new brand initiative. Team leader Dave Yard, manager of Strategy and Planning Marketing, picks up the story. “We began with a customer segment study of 55,000 people, who we stopped in shopping malls in six cities for a 45-minute interview into their attitudes, especially regarding driving and cars. The result was that everyone wanted three things from a service stationcompetitive price, a nearby location and good quality fuel – something they all believed was already being delivered by the industry.” This meant their buying decisions were influenced by other factors – some wanted full-serve outlets like the old days, some chose a service station depending on whether it looked safe or not. There were ten different segments with different needs, and we wanted a better understanding of each of these audiences.' A focus group was set up for each segment; an anthropological study was carried out, which involved team members spending waking hours with people from each segment, watching them at home and accompanying them on shopping trips to see their buying habits; and a clinical psychologist was hired to create a psychological profile of each segment. The study indicated that three groups, which comprised 30% of the driving public, should be targeted: Premium Speeders – outgoing, ambitious, competitive and detail orientated. They drive upmarket cars which make a statement about them. Efficiency rules, plus fast pumps, quick access and payment. Simplicity Seekers - loyal, caring and sensitive, frustrated with complexities of everyday life. Want simple easy transactions. Safety Firsters - control orientated, confident people, like order and comfort of the familiar. Higher value on relationships and go out of their way to stations that make them feel comfortable. Prefer to stay close to cars. The common feature was that they all wanted a faster and easier service than anything already available, so the study ended and the launch began. The field organization and Shell Oil retailers combined forces to determine how to eliminate the little hassles that customers sometimes face, such as improved equipment and clearer instructions at the pump. New innovations are currently being test marketed. A new advertising campaign was launched and a sophisticated measurement system introduced to monitor satisfaction, behavior and perception of the brand. 'Fueling a car is a necessity of life and I believe we are ahead of the game – but we won't allow ourselves to stop and be caught up. Ответ: Thanks to long-term research, the most comfortable provision of customers was calculated, having done a lot of work, you can expect that in this company you can be served in the most comfortable way. By studying the needs and making improvements to your company, you get regular customers and attract new ones. Customers will be where it is profitable, stable and comfortable it is to such a place that people of different segments will return again and again. Благодаря длительным исследованием было вычислено самое комфортное обеспечение клиентов, проделав большую работу можно рассчитывать, что в этой компании можно обслуживаться самым комфортным способом. Изучая потребности и внося усовершенствование в свою компанию-получаешь постоянных клиентов и привлекаешь новых. Клиенты будут там, где выгодно, стабильно и комфортно, именно в такое место люди разных сегментов, будут возвращаться вновь и вновь. |