2020-01-15
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For senior executives across modern Europe, it a challenge: attracting the best employees, whether to write software or to market pet food. Recruitment is one of the new corporate art from, yet another measure of a company competitiveness and management ability. Bruce Dorsking's specialty is global recruitment strategy. His New - York City- based Dorsking Group has worked with companies in 40 countries over the past four years and helped an advertising agency TMP conduct acquisition of 24 recruitment advertising firms and Internet sites, many of them in Europe. It turner TMP into the largest recruitment communications firm in the world, with a market capitalization of $1 billion.
Speaking about the trends in European recruitment, Bruce Dorsking states, that there's consolidation in every industry and globalization. Companies need to introduce their brands or products to new markets. So there is a move towards crossborder recruitment, where the demand for talent is spreading across markets. Europeans used to sell products only in their own local markets, but now they are selling them all over the world. And they are four or five pharmaceutical markets and one common language, English. Despite high unemployment rates in Europe, there is also a shortage of people in certain disciplines, especially in information technology, sales and marketing. Another example is consulting. Andersen Consulting in Germany recruits from Switzerland and Austria. Consulting firms are among the largest recruiters in absolute numbers.
Many young graduates in Europe seek international experience. They want to move to a foreign country, deal with a new language, mostly within Western Europe. Something else to consider is that most jobs in the US are created by new companies that are less than 10 years old. In Europe the majority of jobs still come out of older companies, although in new configurations, having gone through mergers, etc.
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If the companies are going to recruit in various countries, they need to establish an employer brand as well as a consumeries brand. Organizations have to market their companies to potential employees and that's not something they've been good at historically. Companies that want to be pan-European have to create recruitment campaigns in much the same way they sell their consumer products.
VOCABULARY
Challenge - вызов
Recruitment - набор персонала
Executive - менеджер
Employee- сотрудник
Employer- наниматель
Measure - мера
Acquisition- приобретение
Capitalization- капитализация
Configuration- конфигурация, очертания, форма
Merger- слияние (компаний)
TASKS
1. Write questions to these answers
1) ________________________________________?
It is attracting the best employees.
2) _________________________________________?
Yes, it is another measure of a company competitiveness and management ability.
3) _________________________________________?
His specialty is global recruitment strategy.
4) _________________________________________?
It has worked with companies in 40 countries over the past four years and helped an advertising agency TMP conduct acquisition of 24 recruitment advertising firms and Internet sites.
5) ________________________________________?
There's consolidation in every industry and globalization.
6) ________________________________________?
They need to introduce their brands or products to new markets.
7) _________________________________________?
Yes, demand for talent is spreading across markets
8) _________________________________________?
They used to sell products only in their own local markets, but now they are selling them all over the world.
9) ________________________________________?
Yes, they are locking for people to do that.
10) _______________________________________?
There are four or five pharmaceutical markets and one common language, English.
11) _______________________________________?
There is a shortage of people in certain disciplines, especially in information technology, sales and marketing.
12) _______________________________________?
Consulting firms are among the largest recruiters in absolute numbers.
13)_______________________________________?
They seek international experience.
Nouns used as adjectives. Join the nouns from two columns
1. recruitment A. growth
2. press B. sheet
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3. export C. flow
4. balance D. form
5. cash E. release
6. application F. policy
Текст №6
Marketing
Marketing can be defined as human activity which is directed at satisfying needs and wants by creating and exchanging goods or services. The marketing concept has replaced the selling concept. The "selling concept" means that consumers have to be persuaded by selling techniques to buy non- essential goods and services. The “marketing concept”, on the contrary, means that the producer should produce the products which the customers need.
Marketing can be approached in terms of marketing mix. Its components are four Ps - product, price, place, promotion, that is selling the right product, at the right price, through the right channels, with the right support and communication.
Let's consider the case of the company "Harley-Davidson", the company in the USA which produced bikes. For a number of years the company has serious problems. Its profits decreased, and the company was facing a possibility of bankruptcy. In its operation the company was orienting to a rather narrow market, that is young people in "black leather jackets".
In order to survive, the company had to use the main principles of marketing. 1. Determine the customer groups or segments. 2. Determine their needs. 3. Position the product in a proper way. While the company was trying to determine a new group of customers, it identified a numerous group of customers; it identified a numerous group of babyboomers, born after World War II. At that time they were in their forties. The second stage of this work was determination if these rather grown-up and conservative people could become buyers of bikes. The company studied this group and the features of its buying behaviour and came to a conclusion that it was possible. These people were experiencing the crisis typical for people of their age, and they had to get new opportunities, new experience and relaxation.
The company decided to launch a new model and position it in such a way it could meet the needs of the target group. 'The new model was meant for top-end, or upmarket (Am. upscale) instead of mid-range market. 'The motorcycle was made large and reliable. The company realised that new buyers would not repair the motorcycle themselves, so it used a new motor "hard metal" to a more soft variant. Such famous personalities as Kurt Russell and Elizabeth Tailor were advertising the new model. The company was successful. Its sales have risen, and its profit margines have grown more than three times. Now the company is looking for new markets at home and internationally. It didn't suffer from foreign competition, as many automobile and electronic companies did. The company survived and began to prosper as it followed the principles of marketing.
Marketing has become a key factor in the success of western business. In the 20th century, marketing has played an increasingly larger role in determining company policy, influencing product development, pricing, methods of distribution, adverting and promotion techniques.
VOCABULARY
To define- определять
To satisfy a need - удовлетворять потребность
To persuade- убеждать
Selling - приемы и методы продаж
Non-essential - не первой необходимости
Marketing -комплекс маркетинга; смешанная система сбыта
Market segment - сегмент рынка, т.е. группа покупателей со схожими потребностями и характеристиками
То launch - запускать (завод, продукт, торговую марку)
Position the product - позиционировать товар, т.е. использовать рекламу и другие элементы комплекса маркетинга, чтобы сообщить о достоинствах товара
Product positioning - позиционирование товара
Conclusion - выход
То come to a conclusion - приходить к выводу
Target group- целевая группа
Top-end market / upmarket - рынок для элитарных покупателей (Am. upscale)
Mid- range market - рынок для потребителей со средним доходом
Bottom-end market / downmarket - рынок для (Am. downscale) потребителей с низким доходом
Profit margirne - чистая прибыль в виде процентов от продаж
Pricing- ценообразование
TASKS
