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A.HoweverthecultureofAtlantisbegantodecay.Platorecountsthatthepeoplechangedtheirlaw-respectingwayoflife.Theybegantodisregardtheirreligiongraduallylivingwithlessrestraintandpiety.Theybegantovalueluxurieswealthandidleness.Theninonedayandonenightthecontinentwascompletelydestroyed.Platoconcludesthatadecadentsocietydeservedsuchpunishment.Buttwoquestionsremainunanswered.WherewasAtlantisandwherediditgo B.Thisstoryintriguespeoplesomuchthatmanyhavebeensearchingfortheexplanationofthe"lostcontinent"for23centuries.TherearethreeprobablelocationsforAtlantis:theAzoresintheAtlanticOcean;theBiminiIslandsintheCaribbeanSea;andSantoriniorKallisteintheAegeanSea.SeveralfactsmaketheAzoresapossiblelocation.IntheAzoresandnearIcelandtherehavebeenmanyvolcanicislandsthathaverisenfromtheseaandthendisappearedlater.AlsoPlatowassurethatAtlantiswasintheAtlanticasthenameimplies.ThetheorythatAtlantiswasintheAzoreshasonlyrecentlybeenrefuted. C.TheGreekphilosopherPlatoapproximately427to347B.C.istheprimarysourceforthelegendofAtlantis.Hisdescriptionofthe"lostcontinent"stillexcitesthemodemmind.Plato’sAtlantiswasakindofparadise—avastisland"largerthanLibyaandAsiaputtogether"—withmagnificentmountainrangesgreenplainsthatwerefullofeveryvarietyofanimalandluxuriantgardenswherethefruitwas"fairandwondrousandininfiniteabundance."Theearthwasrichwithpreciousmetalsespeciallytheoneprizedmosthighlybytheancientsorichalcanalloyofcopperperhapsbrass. D.ThesecondcrediblepossibilityforAtlantisisintheBahamasintheBiminis.In1958somestrangestructureswerenoticedontheseabedunderthewater.Curiousgeometricstructures—regularpolygonscirclestrianglesrectanglesandcompletelystraightlines—extendoverseveralmiles.Agiant"wall"severalhundredyardslongwasfoundsubmergedinthewatersoffthesmallislandofNorthBiinini.Thewallhastwobranchesrunningatrightanglesinperfectlystraightlines.Theconstructionwhichispreciselyperpendicularismadeofmassivestoneblocksover16feetsquare.Partofthestructureevenresemblesaharborwithadockforboats.ThegeologyoftheBahamasshowshoweverthatthesubmersionoftheplateauhadbeencausedbythemeltingofthepolarglaciersthatraisedtheleveloftheworld’soceans.ThisdiminishesthepossibilitythatAtlantiswasintheCaribbeanSea.Therewerenoviolenteruptionsmerelytheslowlyrisingoceanfromapproximately8000to7000B.C. E.ThecapitalofAtlantiswasbeautifullyconstructedinwhiteblackandredstone.Thecitywascarefullyplannedinfivezonesbuiltinperfectconcentriccircles.Eachcircularzonewasbuiltinsidealargerone.Platosaysthatthecapital’scanalsanditsnearbyportwere"fullofvesselsandmerchantscomingfromallpartswhokeptupdinandclatternightandday."Thecitywasfulloflifeactivityandculture. F.ThelastreasonablepossibilitytodateisthatAtlantiswaslocatedintheAegeannotfarfromCrete.HoweverthisassumptioncannotbeprovedbeyonddoubtandthedisappearanceofAtlantisremainsalastingmystery. G.Thirty-fivehundredyearsagoatremendousexplosionblewapartanislandandcompletelydestroyedacivilizationcalledAtlantis.WherewasAtlantisWhatkindofpeoplelivedthereWhyandhowwasitdestroyedNooneknowstheanswerstothesequestionsbuttherehavebeenhundredsofguessesandtheories. Order: 2
HaveyoueverconsideredwhatmakesagoodbossgoodTheanswertothatquestionisadmittedlymercurialasoneperson’sviewofatop-notchemployerwilldifferfromsomebodyelse’s.Howeverthereareanumberoftraitsattitudesandabilitiesthatarecommontoallgoodbosses.Moreovertheneedforsolidleadershipskillsisespeciallytellingwithsmallerbusinesses.Beingagoodbossisimportantinanyorganizationbutit’sparticularlyimportantforsmallbusinesssaysRobSheehandirectorofexecutiveeducationattheJamesMacGregorBumsAcademyofLeadershipattheUniversityofMaryland.Withsmallerbusinessesyoureallyhavetheopportunitytosetthetonefortheentirecompany.Bearinginmindtheimportanceofgoodleadershiptobusinessconsiderthefollowinglineupofskillsstrategiesandattributes:1.Beinclusive.Withasmalleroperationit’sessentialthateveryonefeelslikeanequalandinvolvedpartoftheteam.Agoodemployeriscertaintotreateachemployeefairlynotonlyintermsofsalaryandotherformsofcompensationbutalsoinhowthatemployeeisinvolvedinthedailyfunctionofthebusiness.Encouragefeedbackinnovationandcreativitysoemployeesfeelgenuinelyengaged.2.Missionnotjustmoney.Veryfewbusinessesoperateoutofsheeraltruismbutthat’snottosaythatturningaprofitistheprimaryphilosophicalandpracticalfocus.Ratheraneffectivebossestablishesagenuinebusinessmission.Howthattakesshapedependsbothonthebusinessandontheoverridingfocusthebosswantstoset.3.Nothingtofearbutfearitself.Manyofushavehadbosseswhowouldberightathomewithaknifenexttotheirdeskcalendars.Makeonemistakeonthejobandfeelfreetoslipyourheadrightinbeneaththeblade.Converselyaneffectivebossencourageshisorheremployeesnottobegunshyaboutoccasionalchaosalongtheroadtowardbetterjobperformance.4.It’stheircareerstoo.Don’tforgetthatthepeoplewhoworkforyouarelookingtoyoutohelpthemnavigateandadvancetheircareers.AsIsaidit’snotallaboutmoney.Butitisallaboutmakingyouremployeesseehowtoimproveandcreatemeaningfulcareersforthemselves.5.Madenotnecessarilyborn.Onefinalaspectofbeingagoodbossisrecognizingthatmuchofwhatgoesintobeinganeffectiveleaderisinfactlearnedbehavior.Ofcoursetherealwayshavebeenandwillbebosseswhoseemtohaveaflawlesstouchinleadingandmotivating.Butforeverynaturaltherearejustasmanytop-flightbosseswhogotthatwaybyattendingmanagementclassesandseminarsreadingbooksoneffectiveleadershipandjustasimportantunderstandingthatagoodemployernaturallyattractsfirst-rateemployees.A.It’simportanttousethatdifferentperspectivetoeducateandencourage.Butit’salsoimportantlikeagoodcoachtoleadyourteambyexample.ForinstancewhileyoushouldpointoutmistakesbyyouremployeesbesuretoadmitwhenyouyourselfmakeamistakesaysSheehan.B.YouneedtocreateanenvironmentofintegritytrustandrespecttomakeabsolutelycertainthateveryoneistreatedfairlyregardlessofthedifferencestheymayhavesaysSheehan.C.PeoplecandefinitelydevelopgoodleadershipcapabilitiessaysSheehan.Toacertaindegreeweallhaveinnatetraitsthatmakeusgoodbosses.Allyoureallyhavetodoisworktodevelopthosetraitstotheirutmost.D.Ifanemployeehasagoalofbecomingamanagerorrunninghisorherownbusinesssomedaynurturethatgoal.Tellthemthetraitstheyneedtoworkontoachievetheirultimateplans.E.Forinstancearestaurantownermaypushspeedylunchtimeserviceasawayofservingthetime-strappedbusinesscommunity.Bycontrastamedicalsupplyoutfitmayemphasizehowitsproductsimprovecustomers’health.Notonlycanaclearmissionresponsibilityservetomotivateemployeesitcanalsoinfuseasenseofimportanceintheirjobs.F.Thisrequiresamentalitythatencourageslearningratherthanbeingafraidofmakingamistake.Trysomethingnewanddifferentbutknowwe’renotgoingtokilleachotherifthingsdon’tworkoutsaysSheehan.IwasaswimmerincollegeandIswamfastwhenIimaginedasharkwasafterme.IswamjustasfastwhenIimaginedIwasintheOlympics.It’saquestionofwhatyouwanttofocuson./
A.HoweverthecultureofAtlantisbegantodecay.Platorecountsthatthepeoplechangedtheirlaw-respectingwayoflife.Theybegantodisregardtheirreligiongraduallylivingwithlessrestraintandpiety.Theybegantovalueluxurieswealthandidleness.Theninonedayandonenightthecontinentwascompletelydestroyed.Platoconcludesthatadecadentsocietydeservedsuchpunishment.Buttwoquestionsremainunanswered.WherewasAtlantisandwherediditgo B.Thisstoryintriguespeoplesomuchthatmanyhavebeensearchingfortheexplanationofthe"lostcontinent"for23centuries.TherearethreeprobablelocationsforAtlantis:theAzoresintheAtlanticOcean;theBiminiIslandsintheCaribbeanSea;andSantoriniorKallisteintheAegeanSea.SeveralfactsmaketheAzoresapossiblelocation.IntheAzoresandnearIcelandtherehavebeenmanyvolcanicislandsthathaverisenfromtheseaandthendisappearedlater.AlsoPlatowassurethatAtlantiswasintheAtlanticasthenameimplies.ThetheorythatAtlantiswasintheAzoreshasonlyrecentlybeenrefuted. C.TheGreekphilosopherPlatoapproximately427to347B.C.istheprimarysourceforthelegendofAtlantis.Hisdescriptionofthe"lostcontinent"stillexcitesthemodemmind.Plato’sAtlantiswasakindofparadise—avastisland"largerthanLibyaandAsiaputtogether"—withmagnificentmountainrangesgreenplainsthatwerefullofeveryvarietyofanimalandluxuriantgardenswherethefruitwas"fairandwondrousandininfiniteabundance."Theearthwasrichwithpreciousmetalsespeciallytheoneprizedmosthighlybytheancientsorichalcanalloyofcopperperhapsbrass. D.ThesecondcrediblepossibilityforAtlantisisintheBahamasintheBiminis.In1958somestrangestructureswerenoticedontheseabedunderthewater.Curiousgeometricstructures—regularpolygonscirclestrianglesrectanglesandcompletelystraightlines—extendoverseveralmiles.Agiant"wall"severalhundredyardslongwasfoundsubmergedinthewatersoffthesmallislandofNorthBiinini.Thewallhastwobranchesrunningatrightanglesinperfectlystraightlines.Theconstructionwhichispreciselyperpendicularismadeofmassivestoneblocksover16feetsquare.Partofthestructureevenresemblesaharborwithadockforboats.ThegeologyoftheBahamasshowshoweverthatthesubmersionoftheplateauhadbeencausedbythemeltingofthepolarglaciersthatraisedtheleveloftheworld’soceans.ThisdiminishesthepossibilitythatAtlantiswasintheCaribbeanSea.Therewerenoviolenteruptionsmerelytheslowlyrisingoceanfromapproximately8000to7000B.C. E.ThecapitalofAtlantiswasbeautifullyconstructedinwhiteblackandredstone.Thecitywascarefullyplannedinfivezonesbuiltinperfectconcentriccircles.Eachcircularzonewasbuiltinsidealargerone.Platosaysthatthecapital’scanalsanditsnearbyportwere"fullofvesselsandmerchantscomingfromallpartswhokeptupdinandclatternightandday."Thecitywasfulloflifeactivityandculture. F.ThelastreasonablepossibilitytodateisthatAtlantiswaslocatedintheAegeannotfarfromCrete.HoweverthisassumptioncannotbeprovedbeyonddoubtandthedisappearanceofAtlantisremainsalastingmystery. G.Thirty-fivehundredyearsagoatremendousexplosionblewapartanislandandcompletelydestroyedacivilizationcalledAtlantis.WherewasAtlantisWhatkindofpeoplelivedthereWhyandhowwasitdestroyedNooneknowstheanswerstothesequestionsbuttherehavebeenhundredsofguessesandtheories. Order: 4
Englishhasbecometheworld’snumberonelanguageinthe20thcentury.IneverycountrywhereEnglishisnotthenativelanguageespeciallyintheThirdWorldpeoplemuststrivetolearnittothebestoftheirabilitiesiftheywanttoparticipatefullyinthedevelopmentoftheircountries.1.2.NonethelessaworldfullofdifferentlanguageswilldisappearifthepresenttrendinmanycountriestouseEnglishtoreplacethenationalorofficiallanguagesineducationtradeandevenpoliticscontinues.3.TheThirdWorldcountriesthatarenowusingEnglishasamediumofinstructionaredepriving75percentoftheirfutureleadersofapropereducation.Accordingtomanystudiesonlyaround20to25percentofstudentsinthesecountriescanmanagetolearnthelanguageofinstructionEnglishaswellasbasicsubjectsatthesametime.ManyleadersoftheseThirdWorldcountriesareobsessedwithEnglishandforthemEnglishiseverything.TheyseemtobelievethatifthestudentsspeakEnglishtheyarealreadyknowledgeable.4.Allthegreatestcountriesoftheworldaregreatbecausetheyconstantlyusetheirownlanguagesinallnationaldevelopmentactivitiesincludingeducation.Fromapsychologicalpointofviewthosewhoaretaughtintheirownlanguagefromthestartwilldevelopbetterself-confidenceandself-reliance.Fromalinguisticpointofviewthebestbrainscanonlybeproducedifstudentsareeducatedintheirownlanguagefromthestart.5.Thereisnothingwronghoweverinlearningaforeignlanguageatadvancedlevelsofeducation.Butthebestthingtodoistohaveagoodeducationinone’snativelanguagefirstthengoabroadtohaveauniversityeducationinaforeignlanguage.A.Ifthissituationcontinuesthenativeorofficiallanguagesofthesecountrieswillcertainlydiewithintwoorthreegenerations.Thisphenomenonhasbeencalledlinguisticgenocide.Alanguagediesifitisnotfullyusedinmostactivitiesparticularlyasamediumofinstructioninschools.B.Thosewhoaretaughtinaforeignlanguagefromthestartwilltendtobeimitatorsandlackself-confidence.Theywilltendtorelyonforeignconsultants.C.SupposeyouworkinabigfirmandfindEnglishveryimportantforyourjobbecauseyouoftendealwithforeignbusinessmen.NowyouarelookingforaplacewhereyoucanimproveyourEnglishespeciallyyourspokenEnglish.D.ButmanypeopleareconcernedthatEnglish’sdominancewilldestroynativelanguages.E.TheseleadersspeakandwriteEnglishmuchbetterthantheirnationallanguages.IftheseleadersdeliverspeechesanywhereintheworldtheyuseEnglishandtheyfeelmoreathomewithitandproudoftheirabilityaswell.Thecitizensoftheircountriesdonotunderstandtheirleaders’speechesbecausetheyaremadeinaforeignlanguage.F.HerearesomeadvertisementsaboutEnglishlanguagetrainingfromnewspapers.Youmayfindtheinformationyouneed.G.AcloseexaminationrevealsagreatnumberofLanguageshavefallencasualtytoEnglish.ForexampleithaswipedoutHawaiianWelshScotchGaelicIrishnativeAmericanlanguagesandmanyothers.LuckilysomeoftheselanguagesarenowbeingrevivedsuchasHawaiianandWelshandtheselanguageswillliveagainhopefullyifdedicatedpeoplecontinuetheirworkofrevivingthem.
Todaythereiswidespreadagreementthatmultinationalcorporationswillhaveanimportanteffectoninternationalrelationsandworldeconomy.Butthereislittleagreementonexactlywhatthateffectwillbe.Therearetwogroupsofthosewhoseethemasbenevolentandthosewhoseethemasevil.Amongthosewhoseemultinationalcorporationsasbenevolentmanyemphasizetheirimportanceinhelpingreducethegapbetweenrichcountriesandpoorones.Thesebusinessgiantsarereferredtoasenginesofdevelopmentbecauseitisclaimedthattheydomoretoimprovetheeconomiclifeinlessdevelopedcountriesthanallgovernmentalforeignaidprogramshaveeverdone.Bysettingupfactoriesabroadtheyprovidejobs;byequippingthesefactorieswiththelatestmachinesandequipmenttheymakeavailablethemostmoderntechnology.1.Infacttheydobetterontheirown.Itmayhavebeennecessaryinthemid-nineteencenturyforAdmiralPerrytothreatentheJapanesewithnavalbombardmentiftheydidnotallowwesterncountriestotradewiththem.Suchthreatswouldmakenosensetoday.2.Theleadersofmultinationalcorporationsseepatriotismasold-fashionedthenation-stateobsoleteandwarinpursuitofnationalglorydownrightfoolish.Theybelievethatthemultinationalcorporationisamodernconceptevolvedtomeettherequirementsofmodernagewhilethenation-stateisstillrootedinarchaicconceptsunsympathetictotheneedofourcomplexworld.3.IthinkanofficialofGeneralElectriconcesaidgettingGeneralElectriceverywhereintheworldisthebiggestthingwecandoforworldpeace.Theseproponentsofthemultinationalcorporationscomebyandlargefromthebusinessworld.Therearehowevermanycriticsamongacademicstudentsofmultinationalcorporationswhoregardthemasasinisterforce.Theyhaveproduceddetailedstudiestoprovethatthebenefitsofmultinationalcorporationsaremostlyillusory.Totheclaimthatmultinationalcorporationsprovidejobstheypointoutthatthisisatthecostofjobsinothercountries.Totheclaimthatmultinationalcorporationstransfertechnologytheyreply:1oftentheequipmentshippedoverseasisoutofdate;2theirtechnologyisoftenunsuitableformanyofthelessdevelopedcountrieswherelaborisplentifulandthereforecheap.4.Thereforetheymaintainthatinsteadofbeingtheenginesofdevelopmentthemultinationalcorporationsareactuallyenginesofimpoverishment.Thesecriticsdonotdenythatconsumptionoftheproductsofthesecorporationshasrisenincountriesaroundtheworld.5.Thereforealthoughthesecorporationsmaybreakdownnationalfrontierstheystrengthenclassdistinctionswideningthegapbetweentherichandthepoorcreatinggreatersocialinjusticeandinstability.A.ThelongexpensiveAmericanwarinVietnamdidnotbringnewopportunitiesinSoutheastAsiaforthemultinationalcorporations.ThedecisionoftheNixonadministrationtoimproverelationswithChinawasmoreprofitabletothem.B.ThefactthatbothAmericanteenagersandMexicanpeasantsaredrinkingCocaColadoesnotmeanthatthelifeoftheMexicanpeasantsisgettingbetterduetothemultinationalcorporations.C.Theythereforecharacterizethemselvesashard-headedpeoplewhoarehelpingtobringaboutamorecooperativesystemorworldorderbybreakingdownnationalgeographicalpoliticaleconomicandideologicalbarriers.D.Onestudyactuallyshowedthatmultinationalcorporationsdonotinvestcapitalfromwealthycountriesbutprefertofinancetheiroperationsfromthelocaleconomy.Inotherwordstheyaresimplytransferringwealthfrompoorercountriestoricherones.E.Accordingtothesecriticsstateswillsoonrealizethattheyhavelosttheircontroloverissuessuchastaxationemploymentandeventhestabilityoftheirowncurrency.F.Buttheypointoutthatthisso-calledGlobalShoppingCenterisavailableonlytoaverysmallportionofthelocalpopulation.G.Becausegoodsarenowproducedwithinthelessdevelopedcountriesthereislessneedforthemtoimportfromabroadandtheirbalanceofpaymentswillimprove.Multinationalcorporationstodaydonotneedtheircountriestoprovidemilitaryforcetoopenforeigncountriestotheirinvestmentproductsandsales.
A.NoteveryoneinChileishappy.Investorsinthesmallercompanieswhosemineshavebeenclosedinthesafetyclamp-downareparticularlydispleased.Butaswellascomplyingwithsafetystandardsitishelpfulifminingcompanieshavetheresourcestechnicalandfinancialtocopewhenaccidentsdohappenastheyinevitablywill.AsBPhasdemonstratedbeingabigwell-financedbusinessisnoguaranteeofanimpeccablesafetyrecord.ButBPdidhaveonethinggoingforit—deeppockets.Ithasmettheestimated$10billioncostofthecleanupsofarwithoutrecoursetothetaxpayer. B.Likeunhappyfamilieseverycorporatedisasterisunhappyinitsownway.ExcepttheChileanminingdisasterwhichappearstobethatrarephenomenon—acorporatedisasterwithahappyending. C.Ofcoursesomepeoplemaketheirownluck.UnlikeTonyHaywardwhosailedhisyachtintheChannelwhileBPspewedoilintheGulfofMexicoPresidentPineradidn’ttakeituponhimselftogopotholinginthemiddleoftheChileanrescueeffort. D.ThesecondhopefulsigninFhileisthatsofarthegovernmentworkedconstructivelywithbusinessduringrescueeffort.Thiswasledbystate-ownedCodelcotheworld’slargestcopperproducerwhichpulledinhelpfromBHPBillitonFreeportMcMoRanCopperGoldandotherprivatesec-torspecialistswellasNASA.Contrastthatwiththeblame-shiftingandresponsibility-dodging—bothcorporateandpolitical—afterBPsDeepwaterHorizonoilspill.Itisnotidealthattheestimated$10m-$20mcostoftheChileanminingrescuehasbeenshoulderedbythegovernmentbuttheSanEstebanminingcompany’sobvioususelessnessatleastmadeiteasierforeveryoneelsetopulltogether. E.HoweverthemainreasonChilehasagoodchanceoflearningthelessonsfromitsdisasteristhattheyarerelativelystraightforward:miningisariskybusinesssosafetyregulationsmustbeen-forcedTheChileantriumphistobecelebratedbuttheelementofluckastherescueengineersnotedshouldnotbeoverlooked.SomedisasterssuchasHungary’schemicalsludgespilljustaren’treversible. F.Firstpastmistakeshavebeenacknowledged.TheSanJosemineownedbyCompaniaMineraSanEstebanPrimerahadapoorsafetyrecord:byallaccountsitshouldnothavebeenallowedtoreopenafterapreviousaccidentcompanyfundsarenowfrozenafterlegalactionbyminers’families.ThedisasterhashighlightedpoorsafetystandardsatmanyofChile’ssmallerminespartlybecauseofin-adequatesupervision.Thechiefminingregulatorhasbeensackedandashake-upincludingmoremoneyformoreinspectorsisunderway.PresidentPinerashouldfinditrelativelyeasytodrawalineunderpreviousinadequaciesbecausemostpredatehistermofofficealthoughconsiderablepushingbyminers’relativeswasrequiredbeforetherescueeffortswungintoaction. G.Thehighdramaofthepast48hours—nottosaythepast69days—isover.Butthatisnottheendofthestoryfortheminers—orfortheChileancopperindustry.Dealingwiththeaftermathofadisastermayturnouttobeasdifficultinitsownwayastherescue.WillPresidentPinera’snextfeatbetoproduceasensibleanddurablereformprogramtoimproveminingsafetyandreinforcehiscountry’spositionastheworld’slargestcopperproducerTherearesomegroundsforoptimismthatthelessonsofthisparticularcorporatedisasterwillbetakenseriously. Order: 3
Englishhasbecometheworld’snumberonelanguageinthe20thcentury.IneverycountrywhereEnglishisnotthenativelanguageespeciallyintheThirdWorldpeoplemuststrivetolearnittothebestoftheirabilitiesiftheywanttoparticipatefullyinthedevelopmentoftheircountries.1.2.NonethelessaworldfullofdifferentlanguageswilldisappearifthepresenttrendinmanycountriestouseEnglishtoreplacethenationalorofficiallanguagesineducationtradeandevenpoliticscontinues.3.TheThirdWorldcountriesthatarenowusingEnglishasamediumofinstructionaredepriving75percentoftheirfutureleadersofapropereducation.Accordingtomanystudiesonlyaround20to25percentofstudentsinthesecountriescanmanagetolearnthelanguageofinstructionEnglishaswellasbasicsubjectsatthesametime.ManyleadersoftheseThirdWorldcountriesareobsessedwithEnglishandforthemEnglishiseverything.TheyseemtobelievethatifthestudentsspeakEnglishtheyarealreadyknowledgeable.4.Allthegreatestcountriesoftheworldaregreatbecausetheyconstantlyusetheirownlanguagesinallnationaldevelopmentactivitiesincludingeducation.Fromapsychologicalpointofviewthosewhoaretaughtintheirownlanguagefromthestartwilldevelopbetterself-confidenceandself-reliance.Fromalinguisticpointofviewthebestbrainscanonlybeproducedifstudentsareeducatedintheirownlanguagefromthestart.5.Thereisnothingwronghoweverinlearningaforeignlanguageatadvancedlevelsofeducation.Butthebestthingtodoistohaveagoodeducationinone’snativelanguagefirstthengoabroadtohaveauniversityeducationinaforeignlanguage.A.Ifthissituationcontinuesthenativeorofficiallanguagesofthesecountrieswillcertainlydiewithintwoorthreegenerations.Thisphenomenonhasbeencalledlinguisticgenocide.Alanguagediesifitisnotfullyusedinmostactivitiesparticularlyasamediumofinstructioninschools.B.Thosewhoaretaughtinaforeignlanguagefromthestartwilltendtobeimitatorsandlackself-confidence.Theywilltendtorelyonforeignconsultants.C.SupposeyouworkinabigfirmandfindEnglishveryimportantforyourjobbecauseyouoftendealwithforeignbusinessmen.NowyouarelookingforaplacewhereyoucanimproveyourEnglishespeciallyyourspokenEnglish.D.ButmanypeopleareconcernedthatEnglish’sdominancewilldestroynativelanguages.E.TheseleadersspeakandwriteEnglishmuchbetterthantheirnationallanguages.IftheseleadersdeliverspeechesanywhereintheworldtheyuseEnglishandtheyfeelmoreathomewithitandproudoftheirabilityaswell.Thecitizensoftheircountriesdonotunderstandtheirleaders’speechesbecausetheyaremadeinaforeignlanguage.F.HerearesomeadvertisementsaboutEnglishlanguagetrainingfromnewspapers.Youmayfindtheinformationyouneed.G.AcloseexaminationrevealsagreatnumberofLanguageshavefallencasualtytoEnglish.ForexampleithaswipedoutHawaiianWelshScotchGaelicIrishnativeAmericanlanguagesandmanyothers.LuckilysomeoftheselanguagesarenowbeingrevivedsuchasHawaiianandWelshandtheselanguageswillliveagainhopefullyifdedicatedpeoplecontinuetheirworkofrevivingthem.
A.NoteveryoneinChileishappy.Investorsinthesmallercompanieswhosemineshavebeenclosedinthesafetyclamp-downareparticularlydispleased.Butaswellascomplyingwithsafetystandardsitishelpfulifminingcompanieshavetheresourcestechnicalandfinancialtocopewhenaccidentsdohappenastheyinevitablywill.AsBPhasdemonstratedbeingabigwell-financedbusinessisnoguaranteeofanimpeccablesafetyrecord.ButBPdidhaveonethinggoingforit—deeppockets.Ithasmettheestimated$10billioncostofthecleanupsofarwithoutrecoursetothetaxpayer. B.Likeunhappyfamilieseverycorporatedisasterisunhappyinitsownway.ExcepttheChileanminingdisasterwhichappearstobethatrarephenomenon—acorporatedisasterwithahappyending. C.Ofcoursesomepeoplemaketheirownluck.UnlikeTonyHaywardwhosailedhisyachtintheChannelwhileBPspewedoilintheGulfofMexicoPresidentPineradidn’ttakeituponhimselftogopotholinginthemiddleoftheChileanrescueeffort. D.ThesecondhopefulsigninFhileisthatsofarthegovernmentworkedconstructivelywithbusinessduringrescueeffort.Thiswasledbystate-ownedCodelcotheworld’slargestcopperproducerwhichpulledinhelpfromBHPBillitonFreeportMcMoRanCopperGoldandotherprivatesec-torspecialistswellasNASA.Contrastthatwiththeblame-shiftingandresponsibility-dodging—bothcorporateandpolitical—afterBPsDeepwaterHorizonoilspill.Itisnotidealthattheestimated$10m-$20mcostoftheChileanminingrescuehasbeenshoulderedbythegovernmentbuttheSanEstebanminingcompany’sobvioususelessnessatleastmadeiteasierforeveryoneelsetopulltogether. E.HoweverthemainreasonChilehasagoodchanceoflearningthelessonsfromitsdisasteristhattheyarerelativelystraightforward:miningisariskybusinesssosafetyregulationsmustbeen-forcedTheChileantriumphistobecelebratedbuttheelementofluckastherescueengineersnotedshouldnotbeoverlooked.SomedisasterssuchasHungary’schemicalsludgespilljustaren’treversible. F.Firstpastmistakeshavebeenacknowledged.TheSanJosemineownedbyCompaniaMineraSanEstebanPrimerahadapoorsafetyrecord:byallaccountsitshouldnothavebeenallowedtoreopenafterapreviousaccidentcompanyfundsarenowfrozenafterlegalactionbyminers’families.ThedisasterhashighlightedpoorsafetystandardsatmanyofChile’ssmallerminespartlybecauseofin-adequatesupervision.Thechiefminingregulatorhasbeensackedandashake-upincludingmoremoneyformoreinspectorsisunderway.PresidentPinerashouldfinditrelativelyeasytodrawalineunderpreviousinadequaciesbecausemostpredatehistermofofficealthoughconsiderablepushingbyminers’relativeswasrequiredbeforetherescueeffortswungintoaction. G.Thehighdramaofthepast48hours—nottosaythepast69days—isover.Butthatisnottheendofthestoryfortheminers—orfortheChileancopperindustry.Dealingwiththeaftermathofadisastermayturnouttobeasdifficultinitsownwayastherescue.WillPresidentPinera’snextfeatbetoproduceasensibleanddurablereformprogramtoimproveminingsafetyandreinforcehiscountry’spositionastheworld’slargestcopperproducerTherearesomegroundsforoptimismthatthelessonsofthisparticularcorporatedisasterwillbetakenseriously. Order: 1
A.Mostofusknowwhatit’sliketostayinajobafterit’sstoppedbeingsatisfyingortotakeonaprojectthat’stoobigandbereluctanttoadmitit.CEOshavebeenknowntoallocatemanpowerandmoneytoprojectslongafteritbecomesclearthattheyarefailing.Thecoststoapersonwhodoesnotknowwhentoquitcanbeenormous.Ineconomicsit’sknownassunkcostfallacy.Whilewerecognizethefallacyalmostimmediatelyinothersit’shardertoseeinourselves.Why B.Inoneoftheirstudiestheyputparticipantsintoeitherapromotionorpreventionfocus.NexteachparticipantwastoldtoimaginethatheorshewasCEOofanaviationcompanythathadcommitted$10milliontodevelopingaplanethatcan’tbedetectedbyradar.Withtheprojectnearcompletionand$9millionalreadyspentarivalcompanyannouncestheavailabilityoftheirownradar-blankplanewhichisbothsuperiorinperformanceandlowerincost.ThequestionputtoCEOswassimple:doyouinvesttheremaining$1millionandfinishyourcompany’splaneorcutyourlossesandmoveon C.Sunkcostsaretheinvestmentsthatyou’veputintosomethingthatyoucan’tgetbackout.Theyaretheyearsyouspenttrainingforaprofessionyouhate.Theyarethethousandsofdollarsyouspentonredecoratingyourlivingroomonlytofindthatyouhatelivinginit.Onceyou’verealizedthatyouprobablywon’tsucceedorthatyouareunhappywiththeresultsitshouldn’tmatterhowmuchtimeandeffortyou’vealreadyputintosomething. D.RecentresearchbyNorthwesternUniversitypsychologistsDanielMoldenandChinMingHuidemonstratesaneffectivewaytobesureyouaremakingthebestdecisionswhenthingsgoawry:Focusonwhatyouhavetogainbymovingonratherthanwhatyouhavetolose.Whenpeoplethinkaboutgoalsintermsofpotentialgainthat’sa"promotionfocus"whichmakesthemmorecomfortablemakingmistakesandacceptinglosses.Whenpeopleadopta"preventionfocus"theythinkaboutgoalsintermsofwhattheycouldloseiftheydon’tsucceedsotheybecomemoresensitivetosunkcosts.Thisisthefocuspeopleusuallyadoptifunconsciouslywhendecidingwhetherornottowalkaway.Itusuallytellsusnottowalkawayevenwhenweshould. E.Thereareseveralpowerfullargelyunconsciouspsychologicalforcesatwork.Wemaythrowgoodmoneyafterbadorwastetimeinadead-endrelationshipbecausewehaven’tcomeupwithanalternative;orbecausewedon’twanttoadmittoourfriendsandfamilyortoourselvesthatwewerewrong.Butthemostlikelycauseisthisinnateoverwhelmingaversiontosunkcosts. F.Thetworesearchersfoundthatparticipantswithapreventionfocusstayedthecourseandinvestedtheremaining$1millionroughly80percentofthetime.Theoddsofmakingthatmistakeweresignificantlyreducedbyadoptingapromotionfocus:Thosepeopleinvestedtheremaining$1millionlessthan60percentofthetime.Whenweseeourgoalsintermsofwhatwecangainratherthanwhatwemightlosewearemorelikelytoseeadoomedendeavorforwhatitis. G.AsstudiesbybehavioraleconomistslikeDanielKahnemenandDanArielyshowpeopleisgenerallyloss-averse.Puttinginalotonlytoendupwithnothingtoshowforitisjusttooawfulformostofustoseriouslyconsider.Theproblemisoneoffocus.Weworryfartoomuchaboutwhatwe’llloseifwejustmoveoninsteadoffocusingonthecostsofnotmovingon:Morewastedtimeandeffortmoreunhappinessandmoremissedopportunities. Order: 4
A.Mostofusknowwhatit’sliketostayinajobafterit’sstoppedbeingsatisfyingortotakeonaprojectthat’stoobigandbereluctanttoadmitit.CEOshavebeenknowntoallocatemanpowerandmoneytoprojectslongafteritbecomesclearthattheyarefailing.Thecoststoapersonwhodoesnotknowwhentoquitcanbeenormous.Ineconomicsit’sknownassunkcostfallacy.Whilewerecognizethefallacyalmostimmediatelyinothersit’shardertoseeinourselves.Why B.Inoneoftheirstudiestheyputparticipantsintoeitherapromotionorpreventionfocus.NexteachparticipantwastoldtoimaginethatheorshewasCEOofanaviationcompanythathadcommitted$10milliontodevelopingaplanethatcan’tbedetectedbyradar.Withtheprojectnearcompletionand$9millionalreadyspentarivalcompanyannouncestheavailabilityoftheirownradar-blankplanewhichisbothsuperiorinperformanceandlowerincost.ThequestionputtoCEOswassimple:doyouinvesttheremaining$1millionandfinishyourcompany’splaneorcutyourlossesandmoveon C.Sunkcostsaretheinvestmentsthatyou’veputintosomethingthatyoucan’tgetbackout.Theyaretheyearsyouspenttrainingforaprofessionyouhate.Theyarethethousandsofdollarsyouspentonredecoratingyourlivingroomonlytofindthatyouhatelivinginit.Onceyou’verealizedthatyouprobablywon’tsucceedorthatyouareunhappywiththeresultsitshouldn’tmatterhowmuchtimeandeffortyou’vealreadyputintosomething. D.RecentresearchbyNorthwesternUniversitypsychologistsDanielMoldenandChinMingHuidemonstratesaneffectivewaytobesureyouaremakingthebestdecisionswhenthingsgoawry:Focusonwhatyouhavetogainbymovingonratherthanwhatyouhavetolose.Whenpeoplethinkaboutgoalsintermsofpotentialgainthat’sa"promotionfocus"whichmakesthemmorecomfortablemakingmistakesandacceptinglosses.Whenpeopleadopta"preventionfocus"theythinkaboutgoalsintermsofwhattheycouldloseiftheydon’tsucceedsotheybecomemoresensitivetosunkcosts.Thisisthefocuspeopleusuallyadoptifunconsciouslywhendecidingwhetherornottowalkaway.Itusuallytellsusnottowalkawayevenwhenweshould. E.Thereareseveralpowerfullargelyunconsciouspsychologicalforcesatwork.Wemaythrowgoodmoneyafterbadorwastetimeinadead-endrelationshipbecausewehaven’tcomeupwithanalternative;orbecausewedon’twanttoadmittoourfriendsandfamilyortoourselvesthatwewerewrong.Butthemostlikelycauseisthisinnateoverwhelmingaversiontosunkcosts. F.Thetworesearchersfoundthatparticipantswithapreventionfocusstayedthecourseandinvestedtheremaining$1millionroughly80percentofthetime.Theoddsofmakingthatmistakeweresignificantlyreducedbyadoptingapromotionfocus:Thosepeopleinvestedtheremaining$1millionlessthan60percentofthetime.Whenweseeourgoalsintermsofwhatwecangainratherthanwhatwemightlosewearemorelikelytoseeadoomedendeavorforwhatitis. G.AsstudiesbybehavioraleconomistslikeDanielKahnemenandDanArielyshowpeopleisgenerallyloss-averse.Puttinginalotonlytoendupwithnothingtoshowforitisjusttooawfulformostofustoseriouslyconsider.Theproblemisoneoffocus.Weworryfartoomuchaboutwhatwe’llloseifwejustmoveoninsteadoffocusingonthecostsofnotmovingon:Morewastedtimeandeffortmoreunhappinessandmoremissedopportunities. Order: 2
A.ThenecessitytostopthecurrentpracticeB.Effectofthepet-raisingindustryonfishpopulationC.ConsequencesfromkillingfishpredatorsD.ConsumptionoffishbydomesticanimalsE.ThepracticeofremovingpredatoryspeciesF.ThereductionoffishpopulationbyrisinghumanpopulationsAllovertheworldfishingcommunitiesarescreamingfortheheadsofsealsdolphinspelicansandevenwhales.Thereasonforthisisgrosslydiminishedpopulationsofcommercialfish.Simplyputmostoftheworld’scommercialfisherieshavecollapsedorareinastateofcollapse.Thereasonforthecollapsehasbeenacombinationofmismanagementandcorruptionwithingovernmentalfisherydepartmentsindustrialover-fishingincreasingdemandfi’omsteadilyrisinghumanpopulationsandjustplaingreed.1.Insteadoffacinguptotherealreasonsgovernmentbureaucratsfishermenandthepublichavechosentoscapegoatotherspeciesthatrelyonfishfortheirsurvival.BecauseofthisCanadiansareengagedinamassiveslaughterofsealsontheAtlanticcoastandclamoringforaseallionkilledonthePacificcoast.TheNamibiansarekillingsome60000sealseachyear.TheJapaneseareslaughteringdolphins;fishermeninCaliforniaarekillingandmaimingpelicansandcormorants;andtheNorwegiansIcelandersandtheJapanesearesteadilyincreasingtheirillegalwhalekills.2.Infactineverycoastalcommunitythestoryisthesame.Killthesealskillthebirdsandkillthedolphins—anythingtosavethefish.Ironicallythediminishmentofsealsandothernaturalpredatorsisdirectlycontributingtoafurtherdeclineinfish.Thereasonforthisisthatmarinemammalsandbirdseatfishandremovesickandweakspeciesfromthepopulationstheypreyupon.Inthecaseoftheharpsealthesealsremovespeciesthatpreyuponcodandthusreducepredatoryspecieshavinganimpactonthecod.Thefactisthatthelargestpredatorsoffishareotherfish.Sealsdolphinspelicansandcormorantskeepthesepopulationsincheckandinbalance.3Beforemodernglobalfishingmarinemammalandseabirdpopulationsweremuchmorepopulousthantoday.ThesealpopulationontheEastCoastalonewascloseto40milliononly500yearsago.Andtherewasnoshortageoffish.Thecodhavebeenreducedtoonepercentoftheiroriginalnumbersinthelast500yearsbythehumanspecies.Let’sputthisinperspective.Theworldwidepopulationofallspeciesofsealsisabout28million.Yettheworldwidepopulationofdomestichousecatsisestimatedtobeabout80million.ThehousecatpopulationoftheUSaloneconsumes2.9milliontonsoffisheachyear.ThismeansthatSouthAfrica’sentireannualcatchoffishisonly17percentofthis2.9-million-tonrequirement.AssealconservationistFrancoisHugoofSouthAfricaputsitWearedestroyingourindigenousnaturalwildlifetofeedanuncheckedexoticdomesticpetmarket.4.Itisalsoatragedythatmorethan50percentofallthefishtakenfromtheseaarenoteatenbypeople.Mostofitisrenderedintoanimalfeedforcattlechickenspigsandironicallyforfarm-raisedsalmon.Ittakes30to50fishcaughtfromtheoceantoraiseandmarketonefarm-raisedsalmon.CaptainJacquesCousteautoldmenotlongbeforehediedthattheoceansaredyinginourtime.5.Wemustbeinsanetocontinuetopullthelastofthefishesfromtheseatofeeddomesticpetsandlivestock.Mostofthesefisharethesmallfishesliketheherringandsand-eels—theveryfishthatprovidethefoundationofthefoodchainforthelargerfish.TheNorthSeasand-eelfisheryalonehasdestroyedtensofthousandsofpuffinsandthisfisheryisexclusivelyforthelivestockfeedtrade.Ifnationssimplyprohibitedthetakingoffishtofeedlivestockandpetswewouldeffectivelycuttheannualreductionoffishfromouroceansbymorethan50percent.Butitwon’thappenbecausethereismuchmoneytobemadefromsellingtheseproductsandgovernmentbureaucratsandpoliticiansdowhattheyaretoldbythecorporationsthathavethemoneyandprovidethejobs.Unfortunatelythispathhasonlyonedestinationthesilentseasfishesoutwithwhalessealsbirdsandturtlesremoved.Astagnantstinkingcesspooloflifelessbrinewillbeourlegacy.
Withitsrecession-friendlycoffeepricesplentifultablesandavailablebathroomsMcDonald’srestaurantsalloverthecountryandevenallovertheworldhavebeenadoptedbyacost-conscioussetasacoffeehouseforthepeopleasortofeveryman’sStarbucks.1.Butpatronshavealsobroughtthemoresofcafeculturewhereoftenasinglepurchaseispermissiontocampoutwithalaptop.IncreasinglytheyseemtolingeroverMcCafeLattessometimesspendingalotoftimebutlittlemoneyinoutletsofthischainwhichrosetoprominenceonaverydifferentbusinessmodel:foodthatisalwaysfast.Andsorestaurantmanagersandfranchiseownersareoftenfrustratedbythesepeople.2.InthepastmonththosetensionscametoaboilinNewYorkCity.WhenmanagementataMcDonald’sinFlushingQueenscalledthepoliceonagroupofolderKoreanspromptingoutrageatthecompany’sperceivedrudenesscallsforaworldwideboycottandatrucemediatedbyalocalpoliticianitbecameafamouscaseofastrugglethathappensdailyatMcDonald’soutletsinthecityandbeyond.3.IfMikeBlack’sfriendsarelookingforhimtheyknowtochecktheMcDonald’sonUticaAvenueinFlatbushBrooklynhesaid.ThatiswhereMr.Blackwhoisinhis50sspendshoursopeningandreadinghisjunkmail.We’repleasedmanyofourcustomersviewusasacomfortableplacetospendtimeLisaMcCombaspokeswomanforthecompanysaidinanemailcitingfreeWi-Fiandareasforchildrentoplayaspartoftheappeal.McDonald’soffersconvenienceandvalueinafunandfamiliaratmosphere.Buttheleisurelycafecultureandthebusinessplanbehindfastfoodareinopposition.4.InaMcDonald’snearAstorPlaceasignexplainedthatcustomerswereentitledtojust30minutesofsittingtime.ButRaymosMartinezanartistsattuckedintoadog-earedpaperbackofhistoricalfictionandsaidtheanonymityoftheplaceheldsomeappeal.McDonald’sit’smorelikeabusstop.Nobodynoticesyou.Ormaybetheydo.OntheothersideoftherestaurantinheruniformcapwiththeGoldenArchesSamanthaReyes39sweptdiscardedburgerwrappersoffthefloor.5.A.SpendingthedaynursingalatteispartofmoderncafeculturebehaviorreinforcedbyfranchiseslikeStarbucksandothersthatseemtoactivelycultivatetheendlesssittinglavishingfreeWi-Fioncustomerswhoparktheirlaptopsinthemorninganddonotleaveuntilafterdark.B.Isthecustomeralwaysrighteventheensconcedpenny-pincherTheanswerseemstobeyesamongthosewhodotheendlesssittingatMcDonald’srestaurantsinCrownHeightsBrooklyn;MidtownManhattan;AstoriaQueens;andtheEastVillage.C.McDonald’sisnotaloneinnavigatingthistrickyterritory.LastyearagroupofdeafpatronssuedStarbucksafterastoreonAstorPlaceinLowerManhattanforbadetheirmeet-upgrouptoconvenetherecomplainingtheydidnotbuyenoughcoffee.D.AlthoughsignshanginmanyMcDonald’sstoresinstructingcustomerstospendhalfanhourorlessatthetablesMs.McCombsaidtherewasnonationalpolicyaboutdiscouraginglongtimesitting.E.Suchregularshurtbusinesssomesayandleavelittleroomforothercustomers.Tensionscansometimeserupt.F.SherefusestokickoutthosewhoseemtofindrefugeinherMcDonald’s.Formyself!couldbeinthesamesituationshesaid.Tomorrowitcouldbeme.G.BehindtheGoldenArchesolderpeopleseekingcompanyandconversationschoolchildrenputtingoffhomeworktimeandhomelesspeopleescapingthecoldhavetransformedthebanquettesintoheadquartersforthekindoflaid-backsocializingoncecarriedoutonaparkbenchorbrownstonestoop.
HaveyoueverconsideredwhatmakesagoodbossgoodTheanswertothatquestionisadmittedlymercurialasoneperson’sviewofatop-notchemployerwilldifferfromsomebodyelse’s.Howeverthereareanumberoftraitsattitudesandabilitiesthatarecommontoallgoodbosses.Moreovertheneedforsolidleadershipskillsisespeciallytellingwithsmallerbusinesses.Beingagoodbossisimportantinanyorganizationbutit’sparticularlyimportantforsmallbusinesssaysRobSheehandirectorofexecutiveeducationattheJamesMacGregorBumsAcademyofLeadershipattheUniversityofMaryland.Withsmallerbusinessesyoureallyhavetheopportunitytosetthetonefortheentirecompany.Bearinginmindtheimportanceofgoodleadershiptobusinessconsiderthefollowinglineupofskillsstrategiesandattributes:1.Beinclusive.Withasmalleroperationit’sessentialthateveryonefeelslikeanequalandinvolvedpartoftheteam.Agoodemployeriscertaintotreateachemployeefairlynotonlyintermsofsalaryandotherformsofcompensationbutalsoinhowthatemployeeisinvolvedinthedailyfunctionofthebusiness.Encouragefeedbackinnovationandcreativitysoemployeesfeelgenuinelyengaged.2.Missionnotjustmoney.Veryfewbusinessesoperateoutofsheeraltruismbutthat’snottosaythatturningaprofitistheprimaryphilosophicalandpracticalfocus.Ratheraneffectivebossestablishesagenuinebusinessmission.Howthattakesshapedependsbothonthebusinessandontheoverridingfocusthebosswantstoset.3.Nothingtofearbutfearitself.Manyofushavehadbosseswhowouldberightathomewithaknifenexttotheirdeskcalendars.Makeonemistakeonthejobandfeelfreetoslipyourheadrightinbeneaththeblade.Converselyaneffectivebossencourageshisorheremployeesnottobegunshyaboutoccasionalchaosalongtheroadtowardbetterjobperformance.4.It’stheircareerstoo.Don’tforgetthatthepeoplewhoworkforyouarelookingtoyoutohelpthemnavigateandadvancetheircareers.AsIsaidit’snotallaboutmoney.Butitisallaboutmakingyouremployeesseehowtoimproveandcreatemeaningfulcareersforthemselves.5.Madenotnecessarilyborn.Onefinalaspectofbeingagoodbossisrecognizingthatmuchofwhatgoesintobeinganeffectiveleaderisinfactlearnedbehavior.Ofcoursetherealwayshavebeenandwillbebosseswhoseemtohaveaflawlesstouchinleadingandmotivating.Butforeverynaturaltherearejustasmanytop-flightbosseswhogotthatwaybyattendingmanagementclassesandseminarsreadingbooksoneffectiveleadershipandjustasimportantunderstandingthatagoodemployernaturallyattractsfirst-rateemployees.A.It’simportanttousethatdifferentperspectivetoeducateandencourage.Butit’salsoimportantlikeagoodcoachtoleadyourteambyexample.ForinstancewhileyoushouldpointoutmistakesbyyouremployeesbesuretoadmitwhenyouyourselfmakeamistakesaysSheehan.B.YouneedtocreateanenvironmentofintegritytrustandrespecttomakeabsolutelycertainthateveryoneistreatedfairlyregardlessofthedifferencestheymayhavesaysSheehan.C.PeoplecandefinitelydevelopgoodleadershipcapabilitiessaysSheehan.Toacertaindegreeweallhaveinnatetraitsthatmakeusgoodbosses.Allyoureallyhavetodoisworktodevelopthosetraitstotheirutmost.D.Ifanemployeehasagoalofbecomingamanagerorrunninghisorherownbusinesssomedaynurturethatgoal.Tellthemthetraitstheyneedtoworkontoachievetheirultimateplans.E.Forinstancearestaurantownermaypushspeedylunchtimeserviceasawayofservingthetime-strappedbusinesscommunity.Bycontrastamedicalsupplyoutfitmayemphasizehowitsproductsimprovecustomers’health.Notonlycanaclearmissionresponsibilityservetomotivateemployeesitcanalsoinfuseasenseofimportanceintheirjobs.F.Thisrequiresamentalitythatencourageslearningratherthanbeingafraidofmakingamistake.Trysomethingnewanddifferentbutknowwe’renotgoingtokilleachotherifthingsdon’tworkoutsaysSheehan.IwasaswimmerincollegeandIswamfastwhenIimaginedasharkwasafterme.IswamjustasfastwhenIimaginedIwasintheOlympics.It’saquestionofwhatyouwanttofocuson./
A.ThepetitionersarguethatrepealingthetaxwillcosttheTreasurybillionsofdollarsinlostrevenuesandwillresultineitherincreasedtaxesinthelongrunorcutstomedicaresocialsecurityenvironmentalprotectionandothergovernmentprograms.Repealingthelevy"wouldenrichtheheirsofAmerica’smillionairesandbillionaireswhilehurtingfamilieswhostruggletomakeendsmeet"thepetitionsays. B.About120wealthyAmericanshadsignedorsupportedapetitiontoopposephasingoutthetax.PresidentBushhasincludedtherepealofthetaxinhis$1.6trilliontax-cutproposal.Normallywhen"dozens"ofAmericansjoininapoliticalcauseitisnotparticularlynoteworthybutinthiscasethedozensinclude:GeorgeSorosabillionairefinancier;WarrenBuffettaninvestorlistedasAmerica’sfourth-richestperson;thephilanthropistDavidRockefellerJr.;andWilliamGatesSr.aSeattlelawyerandfatherofAmerica’srichestmanMicrosoftCorp.ChairmanBillGates. C.Buffettandcompanycitethesefactorsintheirpetitioncallingforoppositiontotheestate-tax-repeal.Theyalsodiscusssomethingthat’sequallyemotionalandfarmorecomplex:theprincipleofmeritocracy.TheideathateveryoneinAmericahasanequalchancethatourfatesarenotdeterminedbyaccidentsofbirthisoneofourcorevalues.Andnowhereisthisprinciplemorereverendthaninthetechnologyeconomy;entrepreneurshipisalmostbydefinitionanexpressionofmeritocracy. D.BuffetttoldtheNewYorkTimesthatrepealingtheestatetaxwouldbea"terriblemistake"andtheequivalentof"choosingthe2020Olympicteambypickingtheeldestsonsofthegoldmedalwinnersinthe2000Olympics." E.Anoldbrokeragecommercialsays:"Hemadehismoneytheold-fashionedway:Heearnedit."Therewasaperfectparodyoftheadinwhichthelineread:"Hemadehismoneytheold-fashionedway.Heinheritedit."In20or50or100yearswhichoftheselineswillberightBuffettandSorosandfriendstotheircreditwanttohelpmakethefirstonereal.Let’shopethisisonlyonestepinthatprocess. F.ItwasrefreshingtoseeBuffettandGeorgeSorosandanumberofotherextremelywealthyluminariesstandupinoppositiontoPresidentBush’sproposedrepealoftheestatetax.Whilethepolicyhassomeemotionalattractions—itwouldprotecttheinheritorsofsomesmallbusinessesfromhavingtosellthecompaniestopaytaxesanditistruethatmostpeoplehavebeentaxedontheirsavingsoncealready—inpracticethetaxrepealwouldmainlybeawindfallforaverysmallnumberofveryveryrichpeople. G.PresidentBushwillmakehiscaseforhis$1.6trilliontax-cutplandeliveringaspeechatacommunitycenterinSt.Louis.Theproposalwouldslashfederaltaxratesacrossalllevelsofincomeeliminatetheso-calledmarriagepenaltyandphaseoutestatetaxes.Democratscomplainthattheplan—whichwouldcutthetopratefrom39to33—woulddisproportionatelybenefitthewealthyandunnecessarilysquanderexpectedbudgetsurpluses.SomeoftherichestAmericansareurgingCongressnottorepealtheestatetaxtheNewYorkTimesreportedonWednesday. Order: 2
A.Modemmarketingisthereforeacoordinatedsystemofmanybusinessactivities.Butbasicallyitinvolvesfourthings:sellingthecorrectproductattheproperplacesellingitatapricedeterminedbydemandsatisfyingacustomer’sneedandwantsandproducingaprofitforthecompany. B.Becauseproductsareoftenmarketedinternationallydistributionhasincreasedinimportance.Goodsmustbeattheplacewherethecustomerneedthemorboughtthere.Thisisknownasplaceutility:Itaddsvaluetoaproduct.Howevermanymarketsareseparatedfromtheplaceofproductionwhichmeansthatoftenbothrawmaterialsandfinishedproductsmustbetransportedtothepointswheretheyareneeded. C.Thetermsmarketandmarketingcanhaveseveralmeaningsdependinguponhowtheyareused.Thetermstockmarketreferstothebuyingandsellingofsharesincorporationsaswellasotheractivitiesrelatedtostocktradingandpricing.TheimportantworldstockmarketsareinLondonGenevaNewYorkTokyoandSingapore.Anothertypeofmarketisagrocerymarketwhichisaplacewherepeoplepurchasefood.Wheneconomistsusethewordmarkettheymeanasetofforcesorconditionsthatdeterminethepriceofaproductsuchasthesupplyavailableforsaleandthedemandforitbyconsumers.Thetermmarketinginbusinessincludesallthesemeaningsandmore. D.Inthepasttheconceptofmarketingemphasizedsales.Theproducerormanufacturermadeaproducthewantedtosell.Marketingwasthetaskoffiguringouthowtoselltheproduct.Basicallysellingtheproductwouldbeaccomplishedbysalespromotionwhichincludedadvertisingandpersonalselling.Inadditiontosalespromotionmarketingalsoinvolvedthephysicaldistributionoftheproducttotheplaceswhereitwasactuallysold.Distributionconsistedoftransportationstorageandrelatedservicessuchasfinancingstandardizationandgradingandtherelatedrisks. E.Marketingnowinvolvesfirstdecidingwhatthecustomerwantsanddesigningandproducingaproductthatsatisfiesthesewantsataprofittothecompany.Insteadofconcentratingsolelyonproductthecompanymustconsiderthedesiresoftheconsumer.Andthisismuchmoredifficultsinceitinvolveshumanbehavior.Productionontheotherhandismostlyanengineeringproblem.Thusdemandandmarketforcesarestillanimportantaspectofmodemmarketingbuttheyareconsideredpriortotheproductionprocess. F.Themodemmarketingconceptencompassesalloftheactivitiesmentionedbutitisbasedonadifferentsetofprinciples.Itsubscribestothenotionthatproductioncanbeeconomicallyjustifiedonlybyconsumption.Inotherwordsgoodsshouldbeproducedonlyiftheycanbesold.Thereforetheproducershouldconsiderwhoisgoingtobuytheproductorwhatthemarketfortheproductisbeforeproductionbegins.Thisisverydifferentfrommakingaproductandthenthinkingabouthowtosellit. G.Rawmaterialsrequiringlittleorspecialtreatmentcanbetransportedbyrailshipofbargeatlowcost.Largequantitiesofrawmaterialstravelsasbulkfreightbutfinishedproductsthatoftenrequirespecialtreatmentsuchasrefrigerationorcarefulhandlingareusuallytransportedbytruck;thismerchandisefreightisusuallysmallerinvolumeandrequiredquickerdelivery.Merchandisefreightisatermforthetransportationofmanufacturedgood.Alongallpointsofthedistributionchannelvariousamountsofstoragearerequired.Thetimeandmannerofsuchstoragedependsuponthetypeofproduct.Inventoriesofthisstoredmerchandiseoftenneedtobefinanced. Order: 1
Englishhasbecometheworld’snumberonelanguageinthe20thcentury.IneverycountrywhereEnglishisnotthenativelanguageespeciallyintheThirdWorldpeoplemuststrivetolearnittothebestoftheirabilitiesiftheywanttoparticipatefullyinthedevelopmentoftheircountries.1.2.NonethelessaworldfullofdifferentlanguageswilldisappearifthepresenttrendinmanycountriestouseEnglishtoreplacethenationalorofficiallanguagesineducationtradeandevenpoliticscontinues.3.TheThirdWorldcountriesthatarenowusingEnglishasamediumofinstructionaredepriving75percentoftheirfutureleadersofapropereducation.Accordingtomanystudiesonlyaround20to25percentofstudentsinthesecountriescanmanagetolearnthelanguageofinstructionEnglishaswellasbasicsubjectsatthesametime.ManyleadersoftheseThirdWorldcountriesareobsessedwithEnglishandforthemEnglishiseverything.TheyseemtobelievethatifthestudentsspeakEnglishtheyarealreadyknowledgeable.4.Allthegreatestcountriesoftheworldaregreatbecausetheyconstantlyusetheirownlanguagesinallnationaldevelopmentactivitiesincludingeducation.Fromapsychologicalpointofviewthosewhoaretaughtintheirownlanguagefromthestartwilldevelopbetterself-confidenceandself-reliance.Fromalinguisticpointofviewthebestbrainscanonlybeproducedifstudentsareeducatedintheirownlanguagefromthestart.5.Thereisnothingwronghoweverinlearningaforeignlanguageatadvancedlevelsofeducation.Butthebestthingtodoistohaveagoodeducationinone’snativelanguagefirstthengoabroadtohaveauniversityeducationinaforeignlanguage.A.Ifthissituationcontinuesthenativeorofficiallanguagesofthesecountrieswillcertainlydiewithintwoorthreegenerations.Thisphenomenonhasbeencalledlinguisticgenocide.Alanguagediesifitisnotfullyusedinmostactivitiesparticularlyasamediumofinstructioninschools.B.Thosewhoaretaughtinaforeignlanguagefromthestartwilltendtobeimitatorsandlackself-confidence.Theywilltendtorelyonforeignconsultants.C.SupposeyouworkinabigfirmandfindEnglishveryimportantforyourjobbecauseyouoftendealwithforeignbusinessmen.NowyouarelookingforaplacewhereyoucanimproveyourEnglishespeciallyyourspokenEnglish.D.ButmanypeopleareconcernedthatEnglish’sdominancewilldestroynativelanguages.E.TheseleadersspeakandwriteEnglishmuchbetterthantheirnationallanguages.IftheseleadersdeliverspeechesanywhereintheworldtheyuseEnglishandtheyfeelmoreathomewithitandproudoftheirabilityaswell.Thecitizensoftheircountriesdonotunderstandtheirleaders’speechesbecausetheyaremadeinaforeignlanguage.F.HerearesomeadvertisementsaboutEnglishlanguagetrainingfromnewspapers.Youmayfindtheinformationyouneed.G.AcloseexaminationrevealsagreatnumberofLanguageshavefallencasualtytoEnglish.ForexampleithaswipedoutHawaiianWelshScotchGaelicIrishnativeAmericanlanguagesandmanyothers.LuckilysomeoftheselanguagesarenowbeingrevivedsuchasHawaiianandWelshandtheselanguageswillliveagainhopefullyifdedicatedpeoplecontinuetheirworkofrevivingthem.
Withitsrecession-friendlycoffeepricesplentifultablesandavailablebathroomsMcDonald’srestaurantsalloverthecountryandevenallovertheworldhavebeenadoptedbyacost-conscioussetasacoffeehouseforthepeopleasortofeveryman’sStarbucks.1.Butpatronshavealsobroughtthemoresofcafeculturewhereoftenasinglepurchaseispermissiontocampoutwithalaptop.IncreasinglytheyseemtolingeroverMcCafeLattessometimesspendingalotoftimebutlittlemoneyinoutletsofthischainwhichrosetoprominenceonaverydifferentbusinessmodel:foodthatisalwaysfast.Andsorestaurantmanagersandfranchiseownersareoftenfrustratedbythesepeople.2.InthepastmonththosetensionscametoaboilinNewYorkCity.WhenmanagementataMcDonald’sinFlushingQueenscalledthepoliceonagroupofolderKoreanspromptingoutrageatthecompany’sperceivedrudenesscallsforaworldwideboycottandatrucemediatedbyalocalpoliticianitbecameafamouscaseofastrugglethathappensdailyatMcDonald’soutletsinthecityandbeyond.3.IfMikeBlack’sfriendsarelookingforhimtheyknowtochecktheMcDonald’sonUticaAvenueinFlatbushBrooklynhesaid.ThatiswhereMr.Blackwhoisinhis50sspendshoursopeningandreadinghisjunkmail.We’repleasedmanyofourcustomersviewusasacomfortableplacetospendtimeLisaMcCombaspokeswomanforthecompanysaidinanemailcitingfreeWi-Fiandareasforchildrentoplayaspartoftheappeal.McDonald’soffersconvenienceandvalueinafunandfamiliaratmosphere.Buttheleisurelycafecultureandthebusinessplanbehindfastfoodareinopposition.4.InaMcDonald’snearAstorPlaceasignexplainedthatcustomerswereentitledtojust30minutesofsittingtime.ButRaymosMartinezanartistsattuckedintoadog-earedpaperbackofhistoricalfictionandsaidtheanonymityoftheplaceheldsomeappeal.McDonald’sit’smorelikeabusstop.Nobodynoticesyou.Ormaybetheydo.OntheothersideoftherestaurantinheruniformcapwiththeGoldenArchesSamanthaReyes39sweptdiscardedburgerwrappersoffthefloor.5.A.SpendingthedaynursingalatteispartofmoderncafeculturebehaviorreinforcedbyfranchiseslikeStarbucksandothersthatseemtoactivelycultivatetheendlesssittinglavishingfreeWi-Fioncustomerswhoparktheirlaptopsinthemorninganddonotleaveuntilafterdark.B.Isthecustomeralwaysrighteventheensconcedpenny-pincherTheanswerseemstobeyesamongthosewhodotheendlesssittingatMcDonald’srestaurantsinCrownHeightsBrooklyn;MidtownManhattan;AstoriaQueens;andtheEastVillage.C.McDonald’sisnotaloneinnavigatingthistrickyterritory.LastyearagroupofdeafpatronssuedStarbucksafterastoreonAstorPlaceinLowerManhattanforbadetheirmeet-upgrouptoconvenetherecomplainingtheydidnotbuyenoughcoffee.D.AlthoughsignshanginmanyMcDonald’sstoresinstructingcustomerstospendhalfanhourorlessatthetablesMs.McCombsaidtherewasnonationalpolicyaboutdiscouraginglongtimesitting.E.Suchregularshurtbusinesssomesayandleavelittleroomforothercustomers.Tensionscansometimeserupt.F.SherefusestokickoutthosewhoseemtofindrefugeinherMcDonald’s.Formyself!couldbeinthesamesituationshesaid.Tomorrowitcouldbeme.G.BehindtheGoldenArchesolderpeopleseekingcompanyandconversationschoolchildrenputtingoffhomeworktimeandhomelesspeopleescapingthecoldhavetransformedthebanquettesintoheadquartersforthekindoflaid-backsocializingoncecarriedoutonaparkbenchorbrownstonestoop.
Todaysome30%ofsmallbusinessownersdon’thaveaWebpresenceatall;whilethevastmajoritieswhodoarewatchingtheirsitessitstalewaitingforbusiness.WheredidthingsgowrongTherearecommonprinciplesfollowedbythosewhosedreamsofonlinesuccesshavebecomereality.1.Buildyoursitearoundyourcustomer:Thinkingofyoursiteasyouronlinestorefrontbuiltarounddeliveringthehighest-qualitycustomerexperiencefromthemomentyourcustomerstepsthroughthedoor.2.Justbecauseyoubuiltitdoesn’tmeanthey’llcome:Ifyouaren’tseeingalargevolumeoftargetedtraffictoyoursiteit’stimetouptheante.3.Integratecustomerloyaltyprogramsandpromotions:Containingdiscountsnewsorfriendlyservicereminders.Usediscountpromotionalofferstostayintouchwithpastvisitorstoyoursite.4.Justifyyourmonthlyspendingthroughproductbundling:Whilepay-per-clickInternetadvertisingismuchmorecost-effectivethantraditionalmediachannelsbundlingproductstogetherwillnotonlyincreaseyoursalesrevenuebutalsoenableyoutogetmoreoutofyourper-clickadrates.5.Measureyourprogress:YoursitemaybelivebuthowisitperformingArmedwiththesesimplelessonsvowtomakeyourbusinessrealizethetruepromiseoftheInternet.A.Amanufacturingcompanyselling$50itemswashavingtroublejustifyingthecostofonlinekeywordads.Bybundlingproductstocreatepackagesof$100ormoreandadvertisingtowholesalecustomerslookingtobuyinbulkthemanufacturerdroppeditssalesrepresentativeagenciesandfocusedonlarge-volumebuyerssuchasWal-MartandTarget.Needlesstosaythecompanyhadnotroubleexceedingitsyearlysalesquota.B.Oneofmypastclientshadawell-designedphysicalstorefrontsolidpricesandqualityofferings.Howeverhewasn’tabletodriveenoughstoretrafficdespitetargetedadvertisingeffortsinprintpublicationsandotherofflinevenues.Wedecidedtoshiftthoseaddollarstoanonlinepay-per-clickcampaign—inwhichtheadvertiserpayswheneversomeoneclicksonitsentrypostedduringthecourseofasitesearchbasedonkeywordsrelevanttohisbusiness.Theimmediateimpactwasstaggering.Onlinerevenuesoaredtenfoldto$1millionfrom$100000withinonlyafewmonths.C.Withtoday’stechnologyyourreturncanbeeasilymeasured.IfyourelyonyourWebsiteasasalestoolyoucan’taffordnottoinvestinsiteanalytics.MakesureyourWebsolutionincludesaneasy-to-usereportingtoolthatpresentsthisinformationinaclearconciseformat.AfterallwhilemetricsareacriticalpartoftheWebequationyoudon’thavethetimetospendhoursdiggingthroughreamsofdata.D.YearsagoIworkedwithawomanwhosoldpursesonlinethroughahome-builtsitethatlackedcriticale-commercecomponents.Afterasimpleredesignincludingproductdescriptionscomprehensivenavigationandasecureuser-friendlyorderingsystemherrevenueincreasedfivefold.Andshebeganreceivingravereviewsfromcustomersimpressedwiththeeaseandconvenienceoftheonlineshoppingexperience.E.Onlinesuccessdemandsmorethansimplepresence.YourInternetinvestmentshouldpayforitselfwithnewcustomersandincreasedsales.Findatrustedpartnerwhocanhelpyounavigatetoday’sandtomorrow’stechnologyandwhounderstandsthebottom-linerealitiesofyourbusiness.F.OnevillarentalcompanyhadaWebsitethatgeneratedveryfewcallsandonlinebookings.Ihelpedthecompanysetupalastminutedealsdistributionlist.Bysubscribingsitevisitorswouldreceiveweeklye-mailsoffering11th-hourdiscountsonvillarentals.Asaresultthecompanycapturedcontactinformationforthousandsofpossiblecustomersreduceditsunusedinventorytoalmostzeroandincreasedrevenuesignificantly.
Todaysome30%ofsmallbusinessownersdon’thaveaWebpresenceatall;whilethevastmajoritieswhodoarewatchingtheirsitessitstalewaitingforbusiness.WheredidthingsgowrongTherearecommonprinciplesfollowedbythosewhosedreamsofonlinesuccesshavebecomereality.1.Buildyoursitearoundyourcustomer:Thinkingofyoursiteasyouronlinestorefrontbuiltarounddeliveringthehighest-qualitycustomerexperiencefromthemomentyourcustomerstepsthroughthedoor.2.Justbecauseyoubuiltitdoesn’tmeanthey’llcome:Ifyouaren’tseeingalargevolumeoftargetedtraffictoyoursiteit’stimetouptheante.3.Integratecustomerloyaltyprogramsandpromotions:Containingdiscountsnewsorfriendlyservicereminders.Usediscountpromotionalofferstostayintouchwithpastvisitorstoyoursite.4.Justifyyourmonthlyspendingthroughproductbundling:Whilepay-per-clickInternetadvertisingismuchmorecost-effectivethantraditionalmediachannelsbundlingproductstogetherwillnotonlyincreaseyoursalesrevenuebutalsoenableyoutogetmoreoutofyourper-clickadrates.5.Measureyourprogress:YoursitemaybelivebuthowisitperformingArmedwiththesesimplelessonsvowtomakeyourbusinessrealizethetruepromiseoftheInternet.A.Amanufacturingcompanyselling$50itemswashavingtroublejustifyingthecostofonlinekeywordads.Bybundlingproductstocreatepackagesof$100ormoreandadvertisingtowholesalecustomerslookingtobuyinbulkthemanufacturerdroppeditssalesrepresentativeagenciesandfocusedonlarge-volumebuyerssuchasWal-MartandTarget.Needlesstosaythecompanyhadnotroubleexceedingitsyearlysalesquota.B.Oneofmypastclientshadawell-designedphysicalstorefrontsolidpricesandqualityofferings.Howeverhewasn’tabletodriveenoughstoretrafficdespitetargetedadvertisingeffortsinprintpublicationsandotherofflinevenues.Wedecidedtoshiftthoseaddollarstoanonlinepay-per-clickcampaign—inwhichtheadvertiserpayswheneversomeoneclicksonitsentrypostedduringthecourseofasitesearchbasedonkeywordsrelevanttohisbusiness.Theimmediateimpactwasstaggering.Onlinerevenuesoaredtenfoldto$1millionfrom$100000withinonlyafewmonths.C.Withtoday’stechnologyyourreturncanbeeasilymeasured.IfyourelyonyourWebsiteasasalestoolyoucan’taffordnottoinvestinsiteanalytics.MakesureyourWebsolutionincludesaneasy-to-usereportingtoolthatpresentsthisinformationinaclearconciseformat.AfterallwhilemetricsareacriticalpartoftheWebequationyoudon’thavethetimetospendhoursdiggingthroughreamsofdata.D.YearsagoIworkedwithawomanwhosoldpursesonlinethroughahome-builtsitethatlackedcriticale-commercecomponents.Afterasimpleredesignincludingproductdescriptionscomprehensivenavigationandasecureuser-friendlyorderingsystemherrevenueincreasedfivefold.Andshebeganreceivingravereviewsfromcustomersimpressedwiththeeaseandconvenienceoftheonlineshoppingexperience.E.Onlinesuccessdemandsmorethansimplepresence.YourInternetinvestmentshouldpayforitselfwithnewcustomersandincreasedsales.Findatrustedpartnerwhocanhelpyounavigatetoday’sandtomorrow’stechnologyandwhounderstandsthebottom-linerealitiesofyourbusiness.F.OnevillarentalcompanyhadaWebsitethatgeneratedveryfewcallsandonlinebookings.Ihelpedthecompanysetupalastminutedealsdistributionlist.Bysubscribingsitevisitorswouldreceiveweeklye-mailsoffering11th-hourdiscountsonvillarentals.Asaresultthecompanycapturedcontactinformationforthousandsofpossiblecustomersreduceditsunusedinventorytoalmostzeroandincreasedrevenuesignificantly.
A.Modemmarketingisthereforeacoordinatedsystemofmanybusinessactivities.Butbasicallyitinvolvesfourthings:sellingthecorrectproductattheproperplacesellingitatapricedeterminedbydemandsatisfyingacustomer’sneedandwantsandproducingaprofitforthecompany. B.Becauseproductsareoftenmarketedinternationallydistributionhasincreasedinimportance.Goodsmustbeattheplacewherethecustomerneedthemorboughtthere.Thisisknownasplaceutility:Itaddsvaluetoaproduct.Howevermanymarketsareseparatedfromtheplaceofproductionwhichmeansthatoftenbothrawmaterialsandfinishedproductsmustbetransportedtothepointswheretheyareneeded. C.Thetermsmarketandmarketingcanhaveseveralmeaningsdependinguponhowtheyareused.Thetermstockmarketreferstothebuyingandsellingofsharesincorporationsaswellasotheractivitiesrelatedtostocktradingandpricing.TheimportantworldstockmarketsareinLondonGenevaNewYorkTokyoandSingapore.Anothertypeofmarketisagrocerymarketwhichisaplacewherepeoplepurchasefood.Wheneconomistsusethewordmarkettheymeanasetofforcesorconditionsthatdeterminethepriceofaproductsuchasthesupplyavailableforsaleandthedemandforitbyconsumers.Thetermmarketinginbusinessincludesallthesemeaningsandmore. D.Inthepasttheconceptofmarketingemphasizedsales.Theproducerormanufacturermadeaproducthewantedtosell.Marketingwasthetaskoffiguringouthowtoselltheproduct.Basicallysellingtheproductwouldbeaccomplishedbysalespromotionwhichincludedadvertisingandpersonalselling.Inadditiontosalespromotionmarketingalsoinvolvedthephysicaldistributionoftheproducttotheplaceswhereitwasactuallysold.Distributionconsistedoftransportationstorageandrelatedservicessuchasfinancingstandardizationandgradingandtherelatedrisks. E.Marketingnowinvolvesfirstdecidingwhatthecustomerwantsanddesigningandproducingaproductthatsatisfiesthesewantsataprofittothecompany.Insteadofconcentratingsolelyonproductthecompanymustconsiderthedesiresoftheconsumer.Andthisismuchmoredifficultsinceitinvolveshumanbehavior.Productionontheotherhandismostlyanengineeringproblem.Thusdemandandmarketforcesarestillanimportantaspectofmodemmarketingbuttheyareconsideredpriortotheproductionprocess. F.Themodemmarketingconceptencompassesalloftheactivitiesmentionedbutitisbasedonadifferentsetofprinciples.Itsubscribestothenotionthatproductioncanbeeconomicallyjustifiedonlybyconsumption.Inotherwordsgoodsshouldbeproducedonlyiftheycanbesold.Thereforetheproducershouldconsiderwhoisgoingtobuytheproductorwhatthemarketfortheproductisbeforeproductionbegins.Thisisverydifferentfrommakingaproductandthenthinkingabouthowtosellit. G.Rawmaterialsrequiringlittleorspecialtreatmentcanbetransportedbyrailshipofbargeatlowcost.Largequantitiesofrawmaterialstravelsasbulkfreightbutfinishedproductsthatoftenrequirespecialtreatmentsuchasrefrigerationorcarefulhandlingareusuallytransportedbytruck;thismerchandisefreightisusuallysmallerinvolumeandrequiredquickerdelivery.Merchandisefreightisatermforthetransportationofmanufacturedgood.Alongallpointsofthedistributionchannelvariousamountsofstoragearerequired.Thetimeandmannerofsuchstoragedependsuponthetypeofproduct.Inventoriesofthisstoredmerchandiseoftenneedtobefinanced. Order: 5
A.Modemmarketingisthereforeacoordinatedsystemofmanybusinessactivities.Butbasicallyitinvolvesfourthings:sellingthecorrectproductattheproperplacesellingitatapricedeterminedbydemandsatisfyingacustomer’sneedandwantsandproducingaprofitforthecompany. B.Becauseproductsareoftenmarketedinternationallydistributionhasincreasedinimportance.Goodsmustbeattheplacewherethecustomerneedthemorboughtthere.Thisisknownasplaceutility:Itaddsvaluetoaproduct.Howevermanymarketsareseparatedfromtheplaceofproductionwhichmeansthatoftenbothrawmaterialsandfinishedproductsmustbetransportedtothepointswheretheyareneeded. C.Thetermsmarketandmarketingcanhaveseveralmeaningsdependinguponhowtheyareused.Thetermstockmarketreferstothebuyingandsellingofsharesincorporationsaswellasotheractivitiesrelatedtostocktradingandpricing.TheimportantworldstockmarketsareinLondonGenevaNewYorkTokyoandSingapore.Anothertypeofmarketisagrocerymarketwhichisaplacewherepeoplepurchasefood.Wheneconomistsusethewordmarkettheymeanasetofforcesorconditionsthatdeterminethepriceofaproductsuchasthesupplyavailableforsaleandthedemandforitbyconsumers.Thetermmarketinginbusinessincludesallthesemeaningsandmore. D.Inthepasttheconceptofmarketingemphasizedsales.Theproducerormanufacturermadeaproducthewantedtosell.Marketingwasthetaskoffiguringouthowtoselltheproduct.Basicallysellingtheproductwouldbeaccomplishedbysalespromotionwhichincludedadvertisingandpersonalselling.Inadditiontosalespromotionmarketingalsoinvolvedthephysicaldistributionoftheproducttotheplaceswhereitwasactuallysold.Distributionconsistedoftransportationstorageandrelatedservicessuchasfinancingstandardizationandgradingandtherelatedrisks. E.Marketingnowinvolvesfirstdecidingwhatthecustomerwantsanddesigningandproducingaproductthatsatisfiesthesewantsataprofittothecompany.Insteadofconcentratingsolelyonproductthecompanymustconsiderthedesiresoftheconsumer.Andthisismuchmoredifficultsinceitinvolveshumanbehavior.Productionontheotherhandismostlyanengineeringproblem.Thusdemandandmarketforcesarestillanimportantaspectofmodemmarketingbuttheyareconsideredpriortotheproductionprocess. F.Themodemmarketingconceptencompassesalloftheactivitiesmentionedbutitisbasedonadifferentsetofprinciples.Itsubscribestothenotionthatproductioncanbeeconomicallyjustifiedonlybyconsumption.Inotherwordsgoodsshouldbeproducedonlyiftheycanbesold.Thereforetheproducershouldconsiderwhoisgoingtobuytheproductorwhatthemarketfortheproductisbeforeproductionbegins.Thisisverydifferentfrommakingaproductandthenthinkingabouthowtosellit. G.Rawmaterialsrequiringlittleorspecialtreatmentcanbetransportedbyrailshipofbargeatlowcost.Largequantitiesofrawmaterialstravelsasbulkfreightbutfinishedproductsthatoftenrequirespecialtreatmentsuchasrefrigerationorcarefulhandlingareusuallytransportedbytruck;thismerchandisefreightisusuallysmallerinvolumeandrequiredquickerdelivery.Merchandisefreightisatermforthetransportationofmanufacturedgood.Alongallpointsofthedistributionchannelvariousamountsofstoragearerequired.Thetimeandmannerofsuchstoragedependsuponthetypeofproduct.Inventoriesofthisstoredmerchandiseoftenneedtobefinanced. Order: 3
TheimageoftheBritonabroadspeakingEnglishslowlyandloudlyintheexpectationthateventuallythenativeswillgettheideaisastereotypewithagooddealoftruthbehindit.AccordingtoasurveybytheEuropeanCommissionlastyearjust30%ofBritonscanconverseinalanguageotherthantheirownonlyHungariansdidworse.BadasthesefiguresaretheyareflatteredbytheoneintenresidentsofBritainwhospeakalanguageotherthanEnglishathome.Thenextgenerationisunlikelytodoeventhiswell.1.AroundfourinfiveofallEnglishstateschoolsallowtheirstudentstoabandonlanguagesat14andsomeprivateschoolsarestartingtofollowsuit.In2006onlyhalfofallstudentstookaforeign-languageGCSEexam——thestandardtestfor16-year-olds.2.Whatevertherecommendationstheplaceoflanguagesinthesecondary-schoolcurriculummaynolongerbethegovernment’stodecide.Youngpeoplehopingtodoadegreeataprestigiousuniversitymayfindthemselveshavingtostudyaforeignlanguageuntilatleasttheageof16.3.Otheruniversitiesarealsoconcerned.OnDecember3rdalettercallingforthegovernmenttorestorethecompulsorystatusoflanguageteachingafter14waspublishedinTheObserveraSundaynewspaper.The50signersoftheletterrepresentedmanyofthecountry’stopuniversitiessomeofwhichmayfollowUCL’sleadiftheydon’tlikewhatLordDearinghastosay.4.AndthisyearEnglishwasaddedtothecurriculumstudiedbyMexicanprimary-schoolchildrenwhoarelearningthelanguagealongwith200000teachers.AccordingtoDavidGraddoloftheBritishCouncilaculturalorganizationwithinadecadenearlyathirdoftheworld’spopulationwillallbetryingtolearnEnglishatthesametime.5.CompetentbilingualsManyofwhomhavetraveledinthecourseofacquiringEnglishcanoffereverythingthatnativespeakersofEnglishandjustEnglishcanaswellasanextralanguageandaninternationalperspective.EvenBritonshoweverarewillingtolearnalanguageiftheycanseethebenefitofdoingso.NicByrnewhorunsthelanguageCentreattheLondonSchoolofEconomicssurveyeduniversitylanguagecentersaroundBritain.Hediscoveredthattensofthousandsofstudentsarestudyingalanguageintheirowntimeorasasmallpartoftheirdegree.Manyarehopingtospendayearstudyingabroadandrecognizethatalanguageandalife-changingexperiencewillgetthembetterjobs.A.EnthusiasmforEnglishisspreadingallovertheworld.MorethanafifthofJapanesefive-year-oldsnowattendclassesinEnglishconversation.CountrieslikeChileandMongoliahavedeclaredtheirintentiontobecomebilingualinEnglishoverthenextdecadeortwo.B.MoresubtlyasBritishnativeEnglishspeakersareincreasinglyoutnumberedbypeoplewhospeakEnglishasasecondlanguagethefutureoftheirownlanguageispassingfromtheirhands.C.AtfirstsightthismeansthatthingsareabouttogetevenmorecomfortablefornativeEnglishspeakers;theyneedn’tliftafingertolearnotherpeople’ssubjunctives.Buttheproblemisthattheywilllosethecompetitiveadvantagethatoncecamewithbeingamongtherelativelyfewtospeaktheworld’smostusefullanguage.D.Feweryoungpeoplearestudyinglanguagesinschoolatrendthathasacceleratedsince2004whenthegovernmentallowedEnglishschoolstomakeforeignlanguagesoptionalforstudentsaged14andover.Eventhosewhoarekeenonlanguagesoftendropthematthisstagenowasschoolsofferanarrowerchoiceoflanguagesandschedulethemagainstothersubjects.E.NativeEnglishspeakersoftencomplainthattheywouldstudyaforeignlanguageifonlytheyliketherestoftheworldknewwhichtochoose.Butthefreedomtochooseasecondtongueisreallymoreablessingthanacurse.F.WorriedbytherushtotheexitinOctobertheeducationsecretaryAlanJohnsonaskedLordRonDearingaformerbossofthePostOfficetolookatthestateoflanguageteachinginEnglishschools.G.OnDecember12ththecommitteeonadmissionspolicyatUniversityCollegeLondonUCLvotedtophaseinarequirementforallapplicantstohaveaGCSEorequivalentinamodernforeignlanguage.MichaelWortonthecommittee’schairmansaystheideaistopersuadeyoungpeople—andschools—thatstudyingalanguageisnecessaryandworthwhile.
A.ThenecessitytostopthecurrentpracticeB.Effectofthepet-raisingindustryonfishpopulationC.ConsequencesfromkillingfishpredatorsD.ConsumptionoffishbydomesticanimalsE.ThepracticeofremovingpredatoryspeciesF.ThereductionoffishpopulationbyrisinghumanpopulationsAllovertheworldfishingcommunitiesarescreamingfortheheadsofsealsdolphinspelicansandevenwhales.Thereasonforthisisgrosslydiminishedpopulationsofcommercialfish.Simplyputmostoftheworld’scommercialfisherieshavecollapsedorareinastateofcollapse.Thereasonforthecollapsehasbeenacombinationofmismanagementandcorruptionwithingovernmentalfisherydepartmentsindustrialover-fishingincreasingdemandfi’omsteadilyrisinghumanpopulationsandjustplaingreed.1.Insteadoffacinguptotherealreasonsgovernmentbureaucratsfishermenandthepublichavechosentoscapegoatotherspeciesthatrelyonfishfortheirsurvival.BecauseofthisCanadiansareengagedinamassiveslaughterofsealsontheAtlanticcoastandclamoringforaseallionkilledonthePacificcoast.TheNamibiansarekillingsome60000sealseachyear.TheJapaneseareslaughteringdolphins;fishermeninCaliforniaarekillingandmaimingpelicansandcormorants;andtheNorwegiansIcelandersandtheJapanesearesteadilyincreasingtheirillegalwhalekills.2.Infactineverycoastalcommunitythestoryisthesame.Killthesealskillthebirdsandkillthedolphins—anythingtosavethefish.Ironicallythediminishmentofsealsandothernaturalpredatorsisdirectlycontributingtoafurtherdeclineinfish.Thereasonforthisisthatmarinemammalsandbirdseatfishandremovesickandweakspeciesfromthepopulationstheypreyupon.Inthecaseoftheharpsealthesealsremovespeciesthatpreyuponcodandthusreducepredatoryspecieshavinganimpactonthecod.Thefactisthatthelargestpredatorsoffishareotherfish.Sealsdolphinspelicansandcormorantskeepthesepopulationsincheckandinbalance.3Beforemodernglobalfishingmarinemammalandseabirdpopulationsweremuchmorepopulousthantoday.ThesealpopulationontheEastCoastalonewascloseto40milliononly500yearsago.Andtherewasnoshortageoffish.Thecodhavebeenreducedtoonepercentoftheiroriginalnumbersinthelast500yearsbythehumanspecies.Let’sputthisinperspective.Theworldwidepopulationofallspeciesofsealsisabout28million.Yettheworldwidepopulationofdomestichousecatsisestimatedtobeabout80million.ThehousecatpopulationoftheUSaloneconsumes2.9milliontonsoffisheachyear.ThismeansthatSouthAfrica’sentireannualcatchoffishisonly17percentofthis2.9-million-tonrequirement.AssealconservationistFrancoisHugoofSouthAfricaputsitWearedestroyingourindigenousnaturalwildlifetofeedanuncheckedexoticdomesticpetmarket.4.Itisalsoatragedythatmorethan50percentofallthefishtakenfromtheseaarenoteatenbypeople.Mostofitisrenderedintoanimalfeedforcattlechickenspigsandironicallyforfarm-raisedsalmon.Ittakes30to50fishcaughtfromtheoceantoraiseandmarketonefarm-raisedsalmon.CaptainJacquesCousteautoldmenotlongbeforehediedthattheoceansaredyinginourtime.5.Wemustbeinsanetocontinuetopullthelastofthefishesfromtheseatofeeddomesticpetsandlivestock.Mostofthesefisharethesmallfishesliketheherringandsand-eels—theveryfishthatprovidethefoundationofthefoodchainforthelargerfish.TheNorthSeasand-eelfisheryalonehasdestroyedtensofthousandsofpuffinsandthisfisheryisexclusivelyforthelivestockfeedtrade.Ifnationssimplyprohibitedthetakingoffishtofeedlivestockandpetswewouldeffectivelycuttheannualreductionoffishfromouroceansbymorethan50percent.Butitwon’thappenbecausethereismuchmoneytobemadefromsellingtheseproductsandgovernmentbureaucratsandpoliticiansdowhattheyaretoldbythecorporationsthathavethemoneyandprovidethejobs.Unfortunatelythispathhasonlyonedestinationthesilentseasfishesoutwithwhalessealsbirdsandturtlesremoved.Astagnantstinkingcesspooloflifelessbrinewillbeourlegacy.
A.NoteveryoneinChileishappy.Investorsinthesmallercompanieswhosemineshavebeenclosedinthesafetyclamp-downareparticularlydispleased.Butaswellascomplyingwithsafetystandardsitishelpfulifminingcompanieshavetheresourcestechnicalandfinancialtocopewhenaccidentsdohappenastheyinevitablywill.AsBPhasdemonstratedbeingabigwell-financedbusinessisnoguaranteeofanimpeccablesafetyrecord.ButBPdidhaveonethinggoingforit—deeppockets.Ithasmettheestimated$10billioncostofthecleanupsofarwithoutrecoursetothetaxpayer. B.Likeunhappyfamilieseverycorporatedisasterisunhappyinitsownway.ExcepttheChileanminingdisasterwhichappearstobethatrarephenomenon—acorporatedisasterwithahappyending. C.Ofcoursesomepeoplemaketheirownluck.UnlikeTonyHaywardwhosailedhisyachtintheChannelwhileBPspewedoilintheGulfofMexicoPresidentPineradidn’ttakeituponhimselftogopotholinginthemiddleoftheChileanrescueeffort. D.ThesecondhopefulsigninFhileisthatsofarthegovernmentworkedconstructivelywithbusinessduringrescueeffort.Thiswasledbystate-ownedCodelcotheworld’slargestcopperproducerwhichpulledinhelpfromBHPBillitonFreeportMcMoRanCopperGoldandotherprivatesec-torspecialistswellasNASA.Contrastthatwiththeblame-shiftingandresponsibility-dodging—bothcorporateandpolitical—afterBPsDeepwaterHorizonoilspill.Itisnotidealthattheestimated$10m-$20mcostoftheChileanminingrescuehasbeenshoulderedbythegovernmentbuttheSanEstebanminingcompany’sobvioususelessnessatleastmadeiteasierforeveryoneelsetopulltogether. E.HoweverthemainreasonChilehasagoodchanceoflearningthelessonsfromitsdisasteristhattheyarerelativelystraightforward:miningisariskybusinesssosafetyregulationsmustbeen-forcedTheChileantriumphistobecelebratedbuttheelementofluckastherescueengineersnotedshouldnotbeoverlooked.SomedisasterssuchasHungary’schemicalsludgespilljustaren’treversible. F.Firstpastmistakeshavebeenacknowledged.TheSanJosemineownedbyCompaniaMineraSanEstebanPrimerahadapoorsafetyrecord:byallaccountsitshouldnothavebeenallowedtoreopenafterapreviousaccidentcompanyfundsarenowfrozenafterlegalactionbyminers’families.ThedisasterhashighlightedpoorsafetystandardsatmanyofChile’ssmallerminespartlybecauseofin-adequatesupervision.Thechiefminingregulatorhasbeensackedandashake-upincludingmoremoneyformoreinspectorsisunderway.PresidentPinerashouldfinditrelativelyeasytodrawalineunderpreviousinadequaciesbecausemostpredatehistermofofficealthoughconsiderablepushingbyminers’relativeswasrequiredbeforetherescueeffortswungintoaction. G.Thehighdramaofthepast48hours—nottosaythepast69days—isover.Butthatisnottheendofthestoryfortheminers—orfortheChileancopperindustry.Dealingwiththeaftermathofadisastermayturnouttobeasdifficultinitsownwayastherescue.WillPresidentPinera’snextfeatbetoproduceasensibleanddurablereformprogramtoimproveminingsafetyandreinforcehiscountry’spositionastheworld’slargestcopperproducerTherearesomegroundsforoptimismthatthelessonsofthisparticularcorporatedisasterwillbetakenseriously. Order: 5
A.ThenecessitytostopthecurrentpracticeB.Effectofthepet-raisingindustryonfishpopulationC.ConsequencesfromkillingfishpredatorsD.ConsumptionoffishbydomesticanimalsE.ThepracticeofremovingpredatoryspeciesF.ThereductionoffishpopulationbyrisinghumanpopulationsAllovertheworldfishingcommunitiesarescreamingfortheheadsofsealsdolphinspelicansandevenwhales.Thereasonforthisisgrosslydiminishedpopulationsofcommercialfish.Simplyputmostoftheworld’scommercialfisherieshavecollapsedorareinastateofcollapse.Thereasonforthecollapsehasbeenacombinationofmismanagementandcorruptionwithingovernmentalfisherydepartmentsindustrialover-fishingincreasingdemandfi’omsteadilyrisinghumanpopulationsandjustplaingreed.1.Insteadoffacinguptotherealreasonsgovernmentbureaucratsfishermenandthepublichavechosentoscapegoatotherspeciesthatrelyonfishfortheirsurvival.BecauseofthisCanadiansareengagedinamassiveslaughterofsealsontheAtlanticcoastandclamoringforaseallionkilledonthePacificcoast.TheNamibiansarekillingsome60000sealseachyear.TheJapaneseareslaughteringdolphins;fishermeninCaliforniaarekillingandmaimingpelicansandcormorants;andtheNorwegiansIcelandersandtheJapanesearesteadilyincreasingtheirillegalwhalekills.2.Infactineverycoastalcommunitythestoryisthesame.Killthesealskillthebirdsandkillthedolphins—anythingtosavethefish.Ironicallythediminishmentofsealsandothernaturalpredatorsisdirectlycontributingtoafurtherdeclineinfish.Thereasonforthisisthatmarinemammalsandbirdseatfishandremovesickandweakspeciesfromthepopulationstheypreyupon.Inthecaseoftheharpsealthesealsremovespeciesthatpreyuponcodandthusreducepredatoryspecieshavinganimpactonthecod.Thefactisthatthelargestpredatorsoffishareotherfish.Sealsdolphinspelicansandcormorantskeepthesepopulationsincheckandinbalance.3Beforemodernglobalfishingmarinemammalandseabirdpopulationsweremuchmorepopulousthantoday.ThesealpopulationontheEastCoastalonewascloseto40milliononly500yearsago.Andtherewasnoshortageoffish.Thecodhavebeenreducedtoonepercentoftheiroriginalnumbersinthelast500yearsbythehumanspecies.Let’sputthisinperspective.Theworldwidepopulationofallspeciesofsealsisabout28million.Yettheworldwidepopulationofdomestichousecatsisestimatedtobeabout80million.ThehousecatpopulationoftheUSaloneconsumes2.9milliontonsoffisheachyear.ThismeansthatSouthAfrica’sentireannualcatchoffishisonly17percentofthis2.9-million-tonrequirement.AssealconservationistFrancoisHugoofSouthAfricaputsitWearedestroyingourindigenousnaturalwildlifetofeedanuncheckedexoticdomesticpetmarket.4.Itisalsoatragedythatmorethan50percentofallthefishtakenfromtheseaarenoteatenbypeople.Mostofitisrenderedintoanimalfeedforcattlechickenspigsandironicallyforfarm-raisedsalmon.Ittakes30to50fishcaughtfromtheoceantoraiseandmarketonefarm-raisedsalmon.CaptainJacquesCousteautoldmenotlongbeforehediedthattheoceansaredyinginourtime.5.Wemustbeinsanetocontinuetopullthelastofthefishesfromtheseatofeeddomesticpetsandlivestock.Mostofthesefisharethesmallfishesliketheherringandsand-eels—theveryfishthatprovidethefoundationofthefoodchainforthelargerfish.TheNorthSeasand-eelfisheryalonehasdestroyedtensofthousandsofpuffinsandthisfisheryisexclusivelyforthelivestockfeedtrade.Ifnationssimplyprohibitedthetakingoffishtofeedlivestockandpetswewouldeffectivelycuttheannualreductionoffishfromouroceansbymorethan50percent.Butitwon’thappenbecausethereismuchmoneytobemadefromsellingtheseproductsandgovernmentbureaucratsandpoliticiansdowhattheyaretoldbythecorporationsthathavethemoneyandprovidethejobs.Unfortunatelythispathhasonlyonedestinationthesilentseasfishesoutwithwhalessealsbirdsandturtlesremoved.Astagnantstinkingcesspooloflifelessbrinewillbeourlegacy.
Withitsrecession-friendlycoffeepricesplentifultablesandavailablebathroomsMcDonald’srestaurantsalloverthecountryandevenallovertheworldhavebeenadoptedbyacost-conscioussetasacoffeehouseforthepeopleasortofeveryman’sStarbucks.1.Butpatronshavealsobroughtthemoresofcafeculturewhereoftenasinglepurchaseispermissiontocampoutwithalaptop.IncreasinglytheyseemtolingeroverMcCafeLattessometimesspendingalotoftimebutlittlemoneyinoutletsofthischainwhichrosetoprominenceonaverydifferentbusinessmodel:foodthatisalwaysfast.Andsorestaurantmanagersandfranchiseownersareoftenfrustratedbythesepeople.2.InthepastmonththosetensionscametoaboilinNewYorkCity.WhenmanagementataMcDonald’sinFlushingQueenscalledthepoliceonagroupofolderKoreanspromptingoutrageatthecompany’sperceivedrudenesscallsforaworldwideboycottandatrucemediatedbyalocalpoliticianitbecameafamouscaseofastrugglethathappensdailyatMcDonald’soutletsinthecityandbeyond.3.IfMikeBlack’sfriendsarelookingforhimtheyknowtochecktheMcDonald’sonUticaAvenueinFlatbushBrooklynhesaid.ThatiswhereMr.Blackwhoisinhis50sspendshoursopeningandreadinghisjunkmail.We’repleasedmanyofourcustomersviewusasacomfortableplacetospendtimeLisaMcCombaspokeswomanforthecompanysaidinanemailcitingfreeWi-Fiandareasforchildrentoplayaspartoftheappeal.McDonald’soffersconvenienceandvalueinafunandfamiliaratmosphere.Buttheleisurelycafecultureandthebusinessplanbehindfastfoodareinopposition.4.InaMcDonald’snearAstorPlaceasignexplainedthatcustomerswereentitledtojust30minutesofsittingtime.ButRaymosMartinezanartistsattuckedintoadog-earedpaperbackofhistoricalfictionandsaidtheanonymityoftheplaceheldsomeappeal.McDonald’sit’smorelikeabusstop.Nobodynoticesyou.Ormaybetheydo.OntheothersideoftherestaurantinheruniformcapwiththeGoldenArchesSamanthaReyes39sweptdiscardedburgerwrappersoffthefloor.5.A.SpendingthedaynursingalatteispartofmoderncafeculturebehaviorreinforcedbyfranchiseslikeStarbucksandothersthatseemtoactivelycultivatetheendlesssittinglavishingfreeWi-Fioncustomerswhoparktheirlaptopsinthemorninganddonotleaveuntilafterdark.B.Isthecustomeralwaysrighteventheensconcedpenny-pincherTheanswerseemstobeyesamongthosewhodotheendlesssittingatMcDonald’srestaurantsinCrownHeightsBrooklyn;MidtownManhattan;AstoriaQueens;andtheEastVillage.C.McDonald’sisnotaloneinnavigatingthistrickyterritory.LastyearagroupofdeafpatronssuedStarbucksafterastoreonAstorPlaceinLowerManhattanforbadetheirmeet-upgrouptoconvenetherecomplainingtheydidnotbuyenoughcoffee.D.AlthoughsignshanginmanyMcDonald’sstoresinstructingcustomerstospendhalfanhourorlessatthetablesMs.McCombsaidtherewasnonationalpolicyaboutdiscouraginglongtimesitting.E.Suchregularshurtbusinesssomesayandleavelittleroomforothercustomers.Tensionscansometimeserupt.F.SherefusestokickoutthosewhoseemtofindrefugeinherMcDonald’s.Formyself!couldbeinthesamesituationshesaid.Tomorrowitcouldbeme.G.BehindtheGoldenArchesolderpeopleseekingcompanyandconversationschoolchildrenputtingoffhomeworktimeandhomelesspeopleescapingthecoldhavetransformedthebanquettesintoheadquartersforthekindoflaid-backsocializingoncecarriedoutonaparkbenchorbrownstonestoop.
In1959theaverageAmericanfamilypaid$989forayear’ssupplyoffood.In1972thefamilypaid$1311.Thatwasapriceincreaseofnearlyone-third.Everyfamilyhashadthissortofexperience.Everyoneagreesthatthecostoffeedingafamilyhasrisensharply.Butthereislessagreementwhenreasonsfortherisearebeingdiscussed.WhoisreallyresponsibleManyblamethefarmerswhoproducethevegetablesfruitmeateggsandcheesethatstoresofferforsale.AccordingtotheU.S.DepartmentofAgriculturethefarmer’sshareofthe$1311spentbythefamilyin1972was$521.Thiswas31percentmorethanthefarmerhadreceivedin1959.Butfarmersclaimthatthisincreasewasverysmallcomparedtotheincreaseintheircostofliving.Farmerstendtoblameothersforthesharpriseinfoodprices.Theyparticularlyblamethosewhoprocessthefarmproductsaftertheproducts;leavethefarm.Theseincludetruckdriversmeatpackersmanufacturersofpackagesandotherfoodcontainersandtheownersofstoreswherefoodissold.1.Ofthe$1311familyfoodbillin1972middlemenreceived$790whichwas33percentmorethantheyhadreceivedin1959.Itappearsthatthemiddlemen’sprofithasincreasedmorethanfarmer’s.Butsomeeconomistsclaimthatthemiddleman’sactualprofitwasverylow.AccordingtoeconomistsattheFirstNationalCityBanktheprofitformeatpackersandfoodstoresamountedtolessthanonepercent.Duringthesameperiodallothermanufacturersweremakingaprofitofmorethan5percent.2.3.Vegetablesandchickencostmorewhentheyhavebeencutintopiecesbysomeoneotherthantheonewhobuysit.AfamilyshouldexpecttopaymorewhenseveralTVdinnersaretakenhomefromthestore.Thesearefullycookedmealsconsistingofmeatvegetablesandsometimesdessertallarrangedonametaldish.Thedishisputintotheovenandheatedwhilethehousewifeisdoingsomethingelse.Suchaconveniencecostsmoney.4.Economistsremindusthatmanymodemhousewiveshavejobsoutsidethehome.Theyearnmoneythathelpstopaythefamilyfoodbills.Thehousewifenaturallyhaslesstimeandenergyforcookingafterday’swork.Shewantstobuymanykindsoffoodthatcanbeputonherfamily’stableeasilyandquickly.5.Itappearsthattheanswertothequestionofrisingpricesisnotasimpleone.Producersconsumersandmiddlemenallsharetheresponsibilityforthesharpriseinfoodcosts.A.ThusaseconomistspointoutSomeofthebasicreasonsforwideningfoodpricespreadsareeasilytraceabletotheincreasinguseofconveniencefoodswhichtransfermuchofthetimeandworkofmealpreparationfromthekitchentothefoodprocessor’splant.B.Theyareamongthemiddlemenwhostandbetweenthefarmersaridthepeoplewhobuyandeatthefood.AremiddlementheonestoblameforrisingfoodpricesC.Ifthehousewifewantsallofthesetheeconomistssaythatisherprivilegebutshemustbepreparedtopayfortheservicesofthosewhomakeherworkeasier.D.WhothenisactuallyresponsibleforthesizeofthebillahousewifemustpaybeforeshecarriesthefoodhomefromthestoreTheeconomistsatFirstNationalCityBankhaveananswertogivehousewivesbutmanypeoplewillnotlikeit.Theseeconomistsblamethehousewifeherselfforthejumpinfoodprices.Theysaythatfoodcostsmorenowbecausewomendon’twanttospendmuchtimeinthekitchen.Womenprefertobuyfoodwhichhasalreadybeenpreparedbeforeitreachesthemarket.E.Howeversomeeconomistsbelievethatcontrolscanhavenegativeeffectsoveralongperiodoftime.IncitieswithrentcontrolthecitygovernmentsetsthemaximumrentthatalandlordcanchargeforanapartmentF.Economistsdonotagreeonsomeofthepredictions.Theyalsodonotagreeonthevalueofdifferentdecisions.Someeconomistssupportaparticulardecisionwhileotherscriticizeit.G.Bycomparisonwithothermembersoftheeconomicsystembothfarmersandmiddlemenhaveprofitedsurprisinglylittlefromtheriseinfoodprices.
Todaysome30%ofsmallbusinessownersdon’thaveaWebpresenceatall;whilethevastmajoritieswhodoarewatchingtheirsitessitstalewaitingforbusiness.WheredidthingsgowrongTherearecommonprinciplesfollowedbythosewhosedreamsofonlinesuccesshavebecomereality.1.Buildyoursitearoundyourcustomer:Thinkingofyoursiteasyouronlinestorefrontbuiltarounddeliveringthehighest-qualitycustomerexperiencefromthemomentyourcustomerstepsthroughthedoor.2.Justbecauseyoubuiltitdoesn’tmeanthey’llcome:Ifyouaren’tseeingalargevolumeoftargetedtraffictoyoursiteit’stimetouptheante.3.Integratecustomerloyaltyprogramsandpromotions:Containingdiscountsnewsorfriendlyservicereminders.Usediscountpromotionalofferstostayintouchwithpastvisitorstoyoursite.4.Justifyyourmonthlyspendingthroughproductbundling:Whilepay-per-clickInternetadvertisingismuchmorecost-effectivethantraditionalmediachannelsbundlingproductstogetherwillnotonlyincreaseyoursalesrevenuebutalsoenableyoutogetmoreoutofyourper-clickadrates.5.Measureyourprogress:YoursitemaybelivebuthowisitperformingArmedwiththesesimplelessonsvowtomakeyourbusinessrealizethetruepromiseoftheInternet.A.Amanufacturingcompanyselling$50itemswashavingtroublejustifyingthecostofonlinekeywordads.Bybundlingproductstocreatepackagesof$100ormoreandadvertisingtowholesalecustomerslookingtobuyinbulkthemanufacturerdroppeditssalesrepresentativeagenciesandfocusedonlarge-volumebuyerssuchasWal-MartandTarget.Needlesstosaythecompanyhadnotroubleexceedingitsyearlysalesquota.B.Oneofmypastclientshadawell-designedphysicalstorefrontsolidpricesandqualityofferings.Howeverhewasn’tabletodriveenoughstoretrafficdespitetargetedadvertisingeffortsinprintpublicationsandotherofflinevenues.Wedecidedtoshiftthoseaddollarstoanonlinepay-per-clickcampaign—inwhichtheadvertiserpayswheneversomeoneclicksonitsentrypostedduringthecourseofasitesearchbasedonkeywordsrelevanttohisbusiness.Theimmediateimpactwasstaggering.Onlinerevenuesoaredtenfoldto$1millionfrom$100000withinonlyafewmonths.C.Withtoday’stechnologyyourreturncanbeeasilymeasured.IfyourelyonyourWebsiteasasalestoolyoucan’taffordnottoinvestinsiteanalytics.MakesureyourWebsolutionincludesaneasy-to-usereportingtoolthatpresentsthisinformationinaclearconciseformat.AfterallwhilemetricsareacriticalpartoftheWebequationyoudon’thavethetimetospendhoursdiggingthroughreamsofdata.D.YearsagoIworkedwithawomanwhosoldpursesonlinethroughahome-builtsitethatlackedcriticale-commercecomponents.Afterasimpleredesignincludingproductdescriptionscomprehensivenavigationandasecureuser-friendlyorderingsystemherrevenueincreasedfivefold.Andshebeganreceivingravereviewsfromcustomersimpressedwiththeeaseandconvenienceoftheonlineshoppingexperience.E.Onlinesuccessdemandsmorethansimplepresence.YourInternetinvestmentshouldpayforitselfwithnewcustomersandincreasedsales.Findatrustedpartnerwhocanhelpyounavigatetoday’sandtomorrow’stechnologyandwhounderstandsthebottom-linerealitiesofyourbusiness.F.OnevillarentalcompanyhadaWebsitethatgeneratedveryfewcallsandonlinebookings.Ihelpedthecompanysetupalastminutedealsdistributionlist.Bysubscribingsitevisitorswouldreceiveweeklye-mailsoffering11th-hourdiscountsonvillarentals.Asaresultthecompanycapturedcontactinformationforthousandsofpossiblecustomersreduceditsunusedinventorytoalmostzeroandincreasedrevenuesignificantly.
In1959theaverageAmericanfamilypaid$989forayear’ssupplyoffood.In1972thefamilypaid$1311.Thatwasapriceincreaseofnearlyone-third.Everyfamilyhashadthissortofexperience.Everyoneagreesthatthecostoffeedingafamilyhasrisensharply.Butthereislessagreementwhenreasonsfortherisearebeingdiscussed.WhoisreallyresponsibleManyblamethefarmerswhoproducethevegetablesfruitmeateggsandcheesethatstoresofferforsale.AccordingtotheU.S.DepartmentofAgriculturethefarmer’sshareofthe$1311spentbythefamilyin1972was$521.Thiswas31percentmorethanthefarmerhadreceivedin1959.Butfarmersclaimthatthisincreasewasverysmallcomparedtotheincreaseintheircostofliving.Farmerstendtoblameothersforthesharpriseinfoodprices.Theyparticularlyblamethosewhoprocessthefarmproductsaftertheproducts;leavethefarm.Theseincludetruckdriversmeatpackersmanufacturersofpackagesandotherfoodcontainersandtheownersofstoreswherefoodissold.1.Ofthe$1311familyfoodbillin1972middlemenreceived$790whichwas33percentmorethantheyhadreceivedin1959.Itappearsthatthemiddlemen’sprofithasincreasedmorethanfarmer’s.Butsomeeconomistsclaimthatthemiddleman’sactualprofitwasverylow.AccordingtoeconomistsattheFirstNationalCityBanktheprofitformeatpackersandfoodstoresamountedtolessthanonepercent.Duringthesameperiodallothermanufacturersweremakingaprofitofmorethan5percent.2.3.Vegetablesandchickencostmorewhentheyhavebeencutintopiecesbysomeoneotherthantheonewhobuysit.AfamilyshouldexpecttopaymorewhenseveralTVdinnersaretakenhomefromthestore.Thesearefullycookedmealsconsistingofmeatvegetablesandsometimesdessertallarrangedonametaldish.Thedishisputintotheovenandheatedwhilethehousewifeisdoingsomethingelse.Suchaconveniencecostsmoney.4.Economistsremindusthatmanymodemhousewiveshavejobsoutsidethehome.Theyearnmoneythathelpstopaythefamilyfoodbills.Thehousewifenaturallyhaslesstimeandenergyforcookingafterday’swork.Shewantstobuymanykindsoffoodthatcanbeputonherfamily’stableeasilyandquickly.5.Itappearsthattheanswertothequestionofrisingpricesisnotasimpleone.Producersconsumersandmiddlemenallsharetheresponsibilityforthesharpriseinfoodcosts.A.ThusaseconomistspointoutSomeofthebasicreasonsforwideningfoodpricespreadsareeasilytraceabletotheincreasinguseofconveniencefoodswhichtransfermuchofthetimeandworkofmealpreparationfromthekitchentothefoodprocessor’splant.B.Theyareamongthemiddlemenwhostandbetweenthefarmersaridthepeoplewhobuyandeatthefood.AremiddlementheonestoblameforrisingfoodpricesC.Ifthehousewifewantsallofthesetheeconomistssaythatisherprivilegebutshemustbepreparedtopayfortheservicesofthosewhomakeherworkeasier.D.WhothenisactuallyresponsibleforthesizeofthebillahousewifemustpaybeforeshecarriesthefoodhomefromthestoreTheeconomistsatFirstNationalCityBankhaveananswertogivehousewivesbutmanypeoplewillnotlikeit.Theseeconomistsblamethehousewifeherselfforthejumpinfoodprices.Theysaythatfoodcostsmorenowbecausewomendon’twanttospendmuchtimeinthekitchen.Womenprefertobuyfoodwhichhasalreadybeenpreparedbeforeitreachesthemarket.E.Howeversomeeconomistsbelievethatcontrolscanhavenegativeeffectsoveralongperiodoftime.IncitieswithrentcontrolthecitygovernmentsetsthemaximumrentthatalandlordcanchargeforanapartmentF.Economistsdonotagreeonsomeofthepredictions.Theyalsodonotagreeonthevalueofdifferentdecisions.Someeconomistssupportaparticulardecisionwhileotherscriticizeit.G.Bycomparisonwithothermembersoftheeconomicsystembothfarmersandmiddlemenhaveprofitedsurprisinglylittlefromtheriseinfoodprices.
A.ThepetitionersarguethatrepealingthetaxwillcosttheTreasurybillionsofdollarsinlostrevenuesandwillresultineitherincreasedtaxesinthelongrunorcutstomedicaresocialsecurityenvironmentalprotectionandothergovernmentprograms.Repealingthelevy"wouldenrichtheheirsofAmerica’smillionairesandbillionaireswhilehurtingfamilieswhostruggletomakeendsmeet"thepetitionsays. B.About120wealthyAmericanshadsignedorsupportedapetitiontoopposephasingoutthetax.PresidentBushhasincludedtherepealofthetaxinhis$1.6trilliontax-cutproposal.Normallywhen"dozens"ofAmericansjoininapoliticalcauseitisnotparticularlynoteworthybutinthiscasethedozensinclude:GeorgeSorosabillionairefinancier;WarrenBuffettaninvestorlistedasAmerica’sfourth-richestperson;thephilanthropistDavidRockefellerJr.;andWilliamGatesSr.aSeattlelawyerandfatherofAmerica’srichestmanMicrosoftCorp.ChairmanBillGates. C.Buffettandcompanycitethesefactorsintheirpetitioncallingforoppositiontotheestate-tax-repeal.Theyalsodiscusssomethingthat’sequallyemotionalandfarmorecomplex:theprincipleofmeritocracy.TheideathateveryoneinAmericahasanequalchancethatourfatesarenotdeterminedbyaccidentsofbirthisoneofourcorevalues.Andnowhereisthisprinciplemorereverendthaninthetechnologyeconomy;entrepreneurshipisalmostbydefinitionanexpressionofmeritocracy. D.BuffetttoldtheNewYorkTimesthatrepealingtheestatetaxwouldbea"terriblemistake"andtheequivalentof"choosingthe2020Olympicteambypickingtheeldestsonsofthegoldmedalwinnersinthe2000Olympics." E.Anoldbrokeragecommercialsays:"Hemadehismoneytheold-fashionedway:Heearnedit."Therewasaperfectparodyoftheadinwhichthelineread:"Hemadehismoneytheold-fashionedway.Heinheritedit."In20or50or100yearswhichoftheselineswillberightBuffettandSorosandfriendstotheircreditwanttohelpmakethefirstonereal.Let’shopethisisonlyonestepinthatprocess. F.ItwasrefreshingtoseeBuffettandGeorgeSorosandanumberofotherextremelywealthyluminariesstandupinoppositiontoPresidentBush’sproposedrepealoftheestatetax.Whilethepolicyhassomeemotionalattractions—itwouldprotecttheinheritorsofsomesmallbusinessesfromhavingtosellthecompaniestopaytaxesanditistruethatmostpeoplehavebeentaxedontheirsavingsoncealready—inpracticethetaxrepealwouldmainlybeawindfallforaverysmallnumberofveryveryrichpeople. G.PresidentBushwillmakehiscaseforhis$1.6trilliontax-cutplandeliveringaspeechatacommunitycenterinSt.Louis.Theproposalwouldslashfederaltaxratesacrossalllevelsofincomeeliminatetheso-calledmarriagepenaltyandphaseoutestatetaxes.Democratscomplainthattheplan—whichwouldcutthetopratefrom39to33—woulddisproportionatelybenefitthewealthyandunnecessarilysquanderexpectedbudgetsurpluses.SomeoftherichestAmericansareurgingCongressnottorepealtheestatetaxtheNewYorkTimesreportedonWednesday. Order: 4
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