skimming using a dictionary to find collocations collocations 19 branding and product placement 20...
TRANSCRIPT
Skimming Using a Dictionary to Find Collocations
Collocations
19 Branding and Product Placement
20 Case Study: 3M’s Entrance into the Russian Market
Recognizing Text References
1. Who are the people in the
picture? What is their relationship?
173
To Page 233
They look like businesspeople. They are colleagues.
They are having a meeting.
2. What are they doing?
3. What kind of company or business is it?
173
It is hard to say, but it might be some kind of financial company, because of the bar graphs in the background.
1. What are some of the ways that companies market
their products or services?
2. In your opinion, what kinds of marketing are most
effective? Least effective?
3. What are the challenges for a company that decides
to market its products in a foreign country? For
example, imagine that an American automobile
company wants to enter the automobile market in
your home country. What might some of the
challenges be?173
174
1. I can use the word in a sentence.
2. I know one meaning of the word.
3. I know more than one meaning of the word.
4. I know how to pronounce the word.
____ awareness
____ brand
____ catch up
____ come to mind
____ disregard
174
____ likewise
____ method
____ setting
____ standard
____ strength
1. Where does the
picture come from? An
advertisement?
A television show? A
movie? Do you
recognize the actor in
the red jacket?174
The picture is from a movie. The actor is Tom Hanks.
To Page 233
2. What brand name do you see in the picture? What
kind of business is this brand name associated with?
Do you think that the association with this movie
helped their business?
174
3. What are your favorite brands? Have you ever
noticed one of your favorite brands in a television
show or movie? Explain.
FedEx. The company is associated with
transportation of packages and mail.
Answers will vary.
Reading Skill: Skimming
As you learned in Unit 1, skimming means to run your
eyes very quickly over a text, without reading every
word. Readers often skim to save themselves time or
to get a general idea about the topic of a short
reading before reading it. Here are some situations in
which it might be appropriate to skim a text.
•You already know a lot about the topic of a reading.
You skim it to see if there is anything new in it. Then
you read that part carefully. 175
Reading Skill:Skimming
•You don’t know much about a topic of a reading.
You
skim it first to get a general idea of what it is about.
Then you read it carefully.
•You are in a hurry and don’t have time to read
something carefully for a class. You skim the text to
get a general idea of what it is about.
175
175
1. Where does this reading probably come from?
___ a. a business magazine
___ b. a blog for people working in marketing
___ c. a business textbook✓
3. How much do you already know about the topic?
___ a. a lot ___ b. some ___c. a little
___ d. nothing or almost nothing
2. Who is it written for?
___ a. a graduate student getting an MBA in
marketing
___ b. an undergraduate student taking an
introductory business course
___ c. someone who is looking for a job in marketing
✓
Answers will vary.175
Answers will vary.
175
4. How difficult do you think the article will be for you
to understand?
___ a. very difficult
___ b. a little difficult
___ c. not difficult
Coca-Cola is the best-known brand in the world. It
has often been said that if Coke needed money
suddenly, it could borrow $100 billion on the strength
of its name alone. A brand name such as Coca-Cola
serves many purposes. It sets Coca-Cola apart from
the competition. It also establishes a standard
quality that people can trust. You can buy Coca-Cola
in any country of the world and feel confident that it
will always taste the same.
Branding and Product Placement
176
This creates repeat customers. If consumers try Coke
and like it, they will remember the brand name and
buy it again.
Building Brand Awareness
When companies build their brands, their goal is to
create brand awareness. They want to be the first
company that comes to mind when consumers think
of a type of product. For example, imagine you need
to ship a package.
176
What is the first company you think of? For many people,
the answer is FedEx. This means that FedEx’s brand
awareness is quite strong.
It is not easy to create brand awareness. It isn’t cheap
either. Internet brands are a good example. Google, eBay,
and Amazon spend billions a year on advertising. But only
one of them is among the fifty best-known brands in the
world: Google, at number thirty-six. Many Internet
companies have failed because they were unable to build
strong brand awareness.
176
Because brand awareness is so important,
marketers are always looking for new ways to create
it. One method that has grown dramatically in recent
years is product placement.
Product Placement
With product placement, companies pay to have their
products appear in films, TV shows, and other forms
of media. Media characters use real-life products in
ways that make it easy for viewers to spot them.176
In the films I, Robot and Transporter 2, for example, the
main characters drive Audi cars. Likewise, BMW paid
millions for its cars to appear in James Bond films. Another
example of product placement is in the movie Cellular. All
of the characters in the movie use Nokia phones.
Product placement is even more common in television.
In the popular show The Office, for example, the main
character, Michael Scott, once said, “I love my new Levis.”
176
The judges on the reality show American Idol all drink
from cups with the Coca-Cola logo1 on them.
According to marketing research company TNS
Media Intelligence, there were 11 minutes and 46
seconds of brand appearances for every hour of
prime time2 network television programming in 2009.
2 prime time: the time in the evening when the largest number of people are watching television
1 logo: a small design that is the official sign of a company or brand
176
This was 31 percent more than in the previous year.
With product placement already so widespread in
movies and television shows, companies are always
looking for new places to market their products.
Recently, product placement has begun to appear in
music and video games, too. Rapper Jay-Z mentions
phone maker Motorola in one song. All of the car repair
shops in the popular video game Need for Speed are
Castrol Syntec shops.
176
There is even product placement within more
traditional advertising media, such as catalogs. For
example, in the furniture maker IKEA’s catalogs,
Hewlett Packard computers are on every desk. But
IKEA does not sell computers. Hewlett Packard pays
IKEA to advertise its computers. This is an example
of advertising within advertising.
177
Costs and Benefits of Product Placement
Companies like product placement because it is
effective. Consumers often disregard commercials,
but they pay attention to movies and television
shows. Films, songs, and video games are also
attractive settings for products.The BMWs in James
Bond movies appear next to beautiful people and
places. Moreover, consumers associate products
with the characters that use them.
177
BMW owners may not be aware of it, but
BMW’s association with James Bond probably
played a role in their decision to buy a BMW.
As product placement has increased, so has
spending on it. Companies now spend over $5
billion a year on this form of advertising.
177
Most of this is in television, but other forms of media
are catching up. Some companies, such as Procter
& Gamble, now spend more on product placement
than on more traditional forms of advertising such as
television commercials.
177
178
1. When you disregard something, you don’t ____ it.
a. pay attention to b. enjoy c. understand
2. It doesn’t cost anything to set up an e-mail account
with Google. Likewise, ____ .
a. many people have b. Yahoo offers c. you can
pay extra for Gmail accounts free e-mail special
services
178
3. When you have a method, you do something
____ .
a. in a specific way b. in very little time
c. successfully
4. Fast food restaurants have a standard menu that is
____ in all locations.
a. special b. the same c. unique
5. Pepsi is catching up to Coca-Cola. Pepsi’s sales
are ____ .
a. going up b. slow c. standard
___ 1. Coca-Cola wants to borrow $100 billion
dollars.
___ 2. Building brand awareness takes a lot of time
and money.
___ 3. Google has been successful at building brand
awareness.
___ 4. Product placement is an example of using
brand awareness to increase sales.
178
Fcould
T
T
T
___ 5. Product placement is a very successful
marketing tool.
___ 6. Up to now, product placement has been used
mostly in movies.
___ 7. You can buy a Hewlett Packard computer at
any IKEA store.
T
F
F
in many forms of media
see
178
___ 8. Most companies are now spending more on
product placement than on other types
of advertising.
___ 9. In the future, product placement will probably
become more common than TV commercials.
Fsome
T
179
180
1. I can use the word in a sentence.
2. I know one meaning of the word.
3. I know more than one meaning of the word.
4. I know how to pronounce the word.
180
___ bribe
___ essential
___ ethics
___ expertise
___ found(a company)
___ innovation
___ mission
___ operation
___ potential
___ refuse
___ turnover
___ unstable
___ willingness
1. Which products do you see in the picture?
To Page 233
180
Post-Its, mechanical pencil,
pen, binder clip, spiral
notebook2. Do you buy these products?
3. Do you know the name of a company that makes all of these products?
Answers will vary.
3M
Reading Skill: Recognizing Text References
Writers often refer to an idea from a previous
sentence or paragraph in a reading. It is important to
understand which idea the writer is referring to.
Sometimes you will be able to find the exact
reference in another sentence or paragraph.
Sometimes you will need to infer the exact reference.
Look at the example from 3M’s Entrance into the
Russian Market. 181
Reading Skill: Recognizing Text References
181
EXAMPLE:
3M was not the only multinational corporation to enter
the Russian market at that
time. Others had tried and failed.
multinational corporations other than 3M
181
1. What do the words this unstable period (line 10)
refer to?
a. 3M’s entrance into the Russian market
b. the growth of 3M’s business in Russia in the
1990s
c. the time of dramatic political, economic, and
social change in Russia
181
2. Which sentence expresses the main idea of the
case study?
a. The dramatic changes in the Russian business
environment in the early 1990s were due to
political, economic, and social change.
b. The business opportunities in Russia in the
1990s were enormous, but the risks were even
greater.
c. 3M’s success in the Russian market was due to
the company’s awareness of cultural
differences and its ability to adapt to local
3. What is the main purpose of an abstract in a case
study?
a. to introduce the general topic of the case
b. to give a brief summary of the issues and main
points of the case
c. to provide some background information about
the case conditions.
181
Abstract:
3M is an American-owned multinational corporation.
This case study will discuss 3M’s entrance into the
Russian market in the early 1990s.
The 1990s were a time of dramatic political,
economic, and social change in Russia. The
business opportunities were enormous, but the risks
were even greater. During this unstable period, 3M
successfully entered the Russian market.
CASE STUDY: 3M’s Entrance into the Russian Market
182
Since that time, 3M’s business in Russia has grown
at an impressive rate. Russian business expert
Mikhail Gratchev has identified two main factors that
contributed to 3M’s success in Russia:
1. the company’s awareness of the profound
differences between American and Russian
culture;
and
2. the company’s willingness to adapt its corporate
structure to the local culture.182
Company background
3M was founded in 1902. Innovation has always
been a part of 3M’s corporate mission. One of the
company’s first big successes was the creation of the
Scotch Tape brand in 1930. In the 1950s, 3M
developed some of the earliest photocopying
technology. In 1980, the company introduced another
innovative product, the Post-It Note.
182
Scotch Tape and Post-It Notes are still among the
company’s most successful products, but other 3M
products range from traffic lights to medical
equipment. The company employs more than 76,000
people worldwide. Global sales are over $20 billion a
year. $16.1 billion (64 percent) of sales come from
outside the United States. 3M has operations in
more than 60 countries and sells its products in
nearly 200.
182
Challenges
Entering the Russian market in the early 1990s was
an enormous challenge. Gratchev has identified three
main difficulties:
1. The political environment
The country was experiencing enormous political
change. The Soviet Union had broken up. Almost
overnight, Russia had become an independent
country. There were new leaders and new laws.
182
Along with excitement, there was a great deal of
uncertainty and anxiety.
2. The economic environment
Under the Soviet Union, Russians had lived in a
state-controlled economy. The shift to a market-
based economy1 was not easy for businesses,
workers, or consumers.
1 market-based economy: a system of producing wealth based on the free operation of business and trade without government controls
182
3. The Russian mindset2
Gratchev identified three important differences
between Russian and Western managers.
• Russian managers were more interested in short-
term survival than long-term growth.
• Russian managers believed in strong leadership
and fast decision-making. They were less likely than
Western managers to listen to employees’ opinions.
2 mindset: attitude182
• Russian managers were used to change. In fact,
one of their strengths was their ability to thrive in
unstable business conditions. However, this also
meant that they were not used to following rules. It
was difficult to get them to follow standard business
practices. 3M was not the only multinational
corporation to enter the Russian market at that time.
Others tried and failed. Some experienced very high
turnover rates among their Russian employees.
182
Others were not prepared for the unstable
environment. They found themselves paying
protection money to criminal gangs3 and bribes to
politicians. In the early 1990s, many companies
believed it was virtually impossible to do business in
Russia.
3 criminal gangs: groups of people who spend time together for criminal reasons
183
The importance of cultural awareness
3M avoided many problems other multinationals
experienced in Russia.
Gratchev believes it was because the company
understood Russian culture and adapted to local
conditions. This cultural awareness gave 3M an
important edge in an unstable environment.
First of all, 3M designed policies to fit the local
situation.
183
They understood the powerful appeal of freedom to
Russians at the time. In the workplace, they stressed
individual freedom and independent thinking.
Employees were free to spend part of every work day
on projects they had designed themselves.
3M directors knew that Russians were good at
surviving and even thriving in unstable
environments. Thus, they recognized that local
expertise would be essential to their success. 183
They decided not to bring in managers and
directors from outside the country. Instead, they
designed a rigorous interview process to find
Russians for top-level positions.
Potential employees had as many as eight
separate interviews. They had to convince the
interviewers that they shared 3M's core values of
innovation, creativity, and contribution from each
employee. 183
In the end, 3M was able to hire the best people
locally.
3M also decided to continue a Russian tradition of
businesses contributing to local communities. 3M
has given equipment to Russian schools and helped
to fix damaged churches. These acts have helped 3M
build strong, positive brand awareness in Russia.
183
Working in an unstable environment
At the time, it was easy to disregard Russian laws
and make easy money. That is what other
multinational companies were doing. But 3M did
exactly the opposite. They trained both employees
and customers in business ethics. They insisted on
openness and ethical behavior.
However, they also understood that their
employees were part of a larger society.
183
Refusing to participate in unethical or illegal activity
could be dangerous for individuals4 and their families.
When necessary, 3M provided employees with
personal security protection.
3M protected its workers in other ways as well. At a
time when many Russians were losing government
benefits,5 3M offered excellent health care. It also
helped workers pay for housing.
4 individuals: people
183
5 benefits: money, health insurance, or other advantages you get from your job
These are clear examples of the company’s
willingness to adapt to local conditions.
Conclusion
3M’s cultural awareness has been essential to its
success in Russia. Today, 3M is considered a model
for other multinationals who wish to enter the Russian
market.
183
184
1. What does business ethics mean?
a. how a business can become successful
b. how a business can avoid paying taxes
c. how to do business fairly and honestly
2. How do most people feel when they are in an
unstable situation?
a. absorbed
b. disturbed
c. enchanted
184
3. When you refuse to do something, what happens?
a. You are successful. b. You don’t do it.
c. You have problems.
4. Who probably has the most business expertise?
a. a twenty-five-year-old university student in an
MBA (masters of business administration)
program
b. a fifty-year-old director of a successful
multinational corporation
c. a thirty-year-old professor of economics at an
excellent university
184
5. Who is a potential employee?
a. someone who has applied to work for a
company but hasn’t been hired yet
b. someone who has just been hired by a company
c. someone who has had an unsuccessful
interview with a company
6. How can you show your willingness to do
something?
a. by refusing to do it b. by offering to do it
c. by avoiding doing it
185
1. ________ = necessary and important
2. ________ = money or gifts that you use to
persuade someone to do something,
usually something dishonest
3. ________ = the purpose or most important aim of
an organization
4. ________ = a new idea, method, or invention, or
the introduction and use of a new
idea,
method, etc.
essential
bribe
mission
innovation
185
5. ________ = to start an organization, town, or
business that is intended to continue
for a long time
6. ________ = a business or company, or the work of
a business or company
7. ________ = the rate at which people leave a
company or organization and are
replaced by others
turnover
found
operation
185
1. The business opportunities were enormous, but
the risks were even greater. (9)
a. the business risks b. the political, social,
and economic risks c. the risks to Russians
2. 3M has operations in more than 60 countries and
sells its products in nearly 200. (38–39)
a. 200 3M products b. 200 countries
c. 200 operations
3. However, this also meant that they were not used
to following rules. (69)
a. their strength
b. their refusal to follow standard business
practices
c. their ability to thrive in unstable business
conditions
186
4. It was difficult to get them to follow standard
business practices. (70)
a. illegal business activities
b. rules of business that most corporations follow
c. unethical ways of doing business
186
186
5. They found themselves paying protection money
to criminal gangs and bribes to politicians. (76)
a. all of the corporations that tried to enter the
Russian market
b. corporations that were not prepared for
Russia’s unstable conditions
c. the Russians who stopped working for
multinational corporations
186
6. Thus, they recognized that local expertise would
be essential to their success. (97)
a . 3M’s knowledge of Russian culture
b. Russian business people who understood
Russian business culture
c. top-level American directors who had studied
Russian business culture
7. But 3M did exactly the opposite. (118)
a. disregarded the laws b. followed the laws
c. made easy money
186
8. 3M protected its workers in other ways as well.
(128)
a. by offering government benefits
b. by offering health care and money for housing
c. by paying protection money to gangs
186
9. These are clear examples of the company’s
willingness to adapt to local conditions. (132)
a. protecting Russian workers
b. offering Russian workers health care and
housing
c. paying for Russian employees’ government
benefits
adapted to local conditions,
brought cultural awareness,
protected workers: helped
pay for housing, hired local
people, donated to local
schools
Answers may vary. Possible answers:
Uncertainty because of
breakup of Soviet Union
187
187
shift to a market-basedeconomy
followed rules, trainedworkers in ethics,encouraged innovationand creativity
trained workers in ethics,
encouraged innovation and
creativity, protected
workers: helped pay for
housing, hired local people
Russian mindset
1. It is essential that all employees follow standard business practices.
2. It is illegal to take a bribe from a business associate.
3. Innovation is a part of our corporate mission.
189
4. In order to build a brand, it is necessary to spend a lot of time and money.
5. You can find Google’s mission statement on its Web site.
6. We need to improve our brand awareness through better product placement.
189
189
1.____________= to accept money from someone to
do something illegal or unethical
2. _______________ = a person who you work
closely with in a business
setting
3. _______________ = a written description of a
company’s values, basic
beliefs, and goals
corporate mission
take a bribe
business associate
4. ______________ = the probability that consumers
recognize the existence and
availability of a company’s
product or service
5. ______________ = to increase the recognition by
consumers of a company’s
products or services
6. ____________________________= to obey the
rules and regulations and ways of doing business
that are generally accepted in a business setting.189
follow standard business practices
brand awareness
build a brand
7. _______________ = the most important goals of a
company
8. _______________ = a form of “hidden”
advertisement in which
companies pay to have their
products appear in movies,
TV shows, and other types of
media entertainment189
product placement
mission statement
191
1. Which eight adjectives and nouns are commonly
used with standard?
2. Which three verbs are commonly used with
standard?
3. Which preposition is commonly used with
standard?
Adjectives: high/low,
academic/health/environmental, moral
Nouns: practice/procedure
have, set, meet/reach
by
1. That company has very __________ standards.
Anyone can get a job there. Potential employees
do not need to have any special skills or talent.
2. The managers at that corporation ___________
very high standards for their employees. They only
hire the best, and they expect everyone to work
very hard.191
set / have
low
3. __________ Russian standards, the health
benefits that 3M offers are excellent.
4. My boss is the most ethical, honest person I know.
He has very high __________ standards.
5. Employees must __________ certain standards in
order to keep their jobs. 191
By
moral
meet
6. Strict ____________ standards are essential.
Without them, the future of our planet is in danger.
7. In our company, it is standard _______________
to interview potential employees at least three
times.
192
practice/procedure
environmental
243
___ 1. standard/unusual
___ 2. likewise/in contrast
___ 3. come to mind/think of
___ 4. strength/weakness
___ 5. disregard/ignore
___ 6. expertise/knowledge
___ 7. found a company/start a business
D
D
S
D
S
S
S
243
1. a. We are trying to raise awareness of the need
for more cancer research.
b. In recent years, public awareness of
environmental issues has risen significantly.
Collocation:
Meaning:
Your sentence:
raise (public) awareness
make people understand
243
2. a. What is the essential difference in their
positions on healthcare?
b. The essential difference between the two
products is price.
Collocation:
Meaning:
Your sentence:
essential difference
most important difference
243
3. a. This is the perfect setting for a horror movie!
b. We’ve found the perfect setting for the wedding.
Collocation:
Meaning:
Your sentence:
perfect setting
ideal location