Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
1. Q: How good are you at ________? A: I'm great at it! I can do seven things at the same time.
multiple task making
multitasking
multijobbing
2. If someone asks you about your "time ________ skills", he/she wants to know how well you manage your time (at
work).
restraint
advertising
management
3. Q: Did Robert leave you a message? AA: I don't know, I haven't checked my ______.
voice post
voice mail
vocal mail
4. David, Mr. Suzuki called. He would like you to ________ as soon as you can.
call him back
call back to him
lender
5. I'd like to speak to Mr. Kim. This is ________ (= about) his credit card application.
regarding
regards
guarding
6. We have to develop a ________ to get more clients.
strategies
strategic thinking
strategy
7. Q: Do you work in marketing? A: No, I'm in ________.
sales
selling
salesperson
8. ________ (= building connections) is very important in business.
Networking
Netting
Net
9. A "team ________" likes working with other people and sharing ideas with them. Someone who doesn't like
working with other people is not a team _____.
play
player
person
10. To "reevaluate" something means ________.
to complete one's work
to judge something
to revise one's assessment of something
ANSWERS:
1 multitasking
2 management
3 voice mail
4 call him back
5 regarding
6 strategy
7 sales
8 Networking
9 player
10 to revise ones assessment of something
1. I was one of the three candidates _____________ for the second interview.
invited
excited
evicted
3)a
4)c
5)b
6)c
7)a
8)a
9)c
10)c
3)a
4)c
5)c
6)a
7)b
8)b
9)c
10)b
2 - ORGANIZATIONAL CULTURE
What is culture?
Some definitions:
> Culture is the systems of knowledge shared by a relatively large group of people.
> Culture is communication, communication is culture.
> A culture is a way of life of a group of people; the behaviors, beliefs, values, and symbols that
they accept, generally without thinking about them, and that are passed along by communication
and imitation from one generation to the next.
> Culture is the unique dominant pattern of shared beliefs, assumptions, values, and norms that
shape the socialization, symbols, language and practices of a group of people.
Organizational Culture
> The general values and beliefs held and shared by members of an organization.
> It is the behavior of humans who are part of an organization and the meanings that the people
attach to their actions.
> It includes the organization values, visions, norms, working language, systems, symbols,
beliefs and habits.
Organizational Culture
> Organizational culture affects the way people and groups interact with each other, with clients,
and with stakeholders.
> Organizational culture refers to culture in any type of organization (school, university, not-forprofit groups, government agencies). In business, terms such as corporate culture and
company culture are sometimes used to refer to a similar concept.
Types of organizational Culture
While there is no single "type" of organizational culture and organizational cultures vary widely
from one organization to the next, commonalities do exist and some researchers have developed
models to describe different indicators of organizational cultures:
The basic types of organizational culture are:
1.
2.
3.
4.
Hierarchy
Clan
Market
Adhocracy
3 - Corporate Branding
Organizations with the strongest reputations are on average characterized by high levels of:
Visibility (the degree to which corporate themes are visible in all internal and
external communication)
Distinctiveness (the degree to which the corporate identity or positioning of
the company is distinctive)
Authenticity (the degree to which a company communicates values that are
embedded in its culture)
Transparency (the degree to which a company is open and transparent
about its behavior)
Consistency (the degree to which a company communicates consistent
messages through all internal and external communications channels)
Brand: is the name, term, design, symbol, or any other feature that identifies one seller's product
from those of other sellers.
Branding: the methods employed by a company for positioning the brand in the market in order
to achieve sustained competitive advantage.
Branding is the process by which companies distinguish their product offerings from the
competition.
Brand awareness:
Extent to which a brand is recognized by potential customers, and is correctly associated with a
particular product. Expressed usually as a percentage of target market, brand awareness is the
primary goal of advertising in the early months or years of a product's introduction.
Corporate brand identity
The tangible and intangible features that differentiate the organization, its products and services
based on the functional and symbolic value of a product or service which is established in
consumers minds through planned strategic communication and behavior in order to position the
brand favorably in the marketplace.
Example
Monolithic
corporate name
Branded
Cadbury
company name
Monolithic brand identity is when a company uses only one name and one visual style for all it
products. The strength is the simplicity and the potential for growth. The weakness is one scandal
can cause severe damage even to big strong brands.
Branded identity is when a company uses different brands for their products that function
independent from each other and the companys brand. The strength of this strategy is the
flexibility. The company can build different brands in different marked segments and for different
products. If a brand is involved in a scandal it will only damage that brand, and will not hurt the
other brands of the company.
Endorsed brand identity is when a company has a group of products that it endorses with a
group name and a common identity. The strength of this approach lies in the relationship of the
products/companies, they can benefit from the goodwill given to others with the same common
identity.
Corporate Branding
Corporate branding is the practice of using a company's name as a product brand name
Its a type of family branding or umbrella branding: where a group of products possesses the
same brand name. Different products having different images are put together under one major
brand or parent brand and are marketed by the company.
Umbrella branding does not mean that the whole product portfolio of a firm will fall under one
brand name as the company can go for different approaches of branding for different product
lines (e.g. Johnson & Johnson baby care).
Corporate branding contrasts with individual product branding, called also multi-branding, where
each product has a unique brand name and the corporate name is not promoted to the consumer
(Procter & Gamble, Unilever)
Advantages:
Can result in economies of scope (similar to economies of scale which refers to reductions in
the average cost for a single product), which refers to lowering the average cost of for a company
in producing two or more products.
One advertising can be used for several products.
There is less need to develop individual branding strategies for specific products (e.g. Apple,
forward-thinking and innovative)
New product acceptance because potential buyers are familiar with the name.