The secret of success. Мельник О.Г. - 15 стр.

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for their gems. They wouldn't come to De Beers if De Beers didn't offer
them the best deal.
Defending your position
I'm afraid, it's not as simple as that.
With respect, you don't seem to understand
If I could just finish what I was saying.
We utterly deny that . . .
1 can only repeat what I've already said, namely that . . .
Letter to the Press
As the Director of Public Relations for your company, write a letter to
one of the leading business publications complaining about the
misleading report on your company's business practices, which featured
in the 'Focus' column of their magazine. You may find the notes below
helpful.
What you'd like to say...
You swine!
I was absolutely furious when I read the vicious report in your
Focus column on Dec 7 about the way we run our company. When I gave
up an hour of my precious time to speak to your wretched reporters I
never thought they were going to do such a demolition job on us. Let me
tell you that practically everything your article says is wrong and I've
listed a number of points you .made which 1 consider to be, nothing less
than downright lies! Your article makes us look like a bunch of crooks
and could ruin sales, so you'd better print a retraction. At the very least, I
expect this letter to appear in the letters column of the next edition of
your disgraceful journal! I can't wait to hear what you've got to say for
yourself.
Now write the letter in a formal style using the notes below:
Dear-Editor,
Most disappointed / read / report / 'Focus' column / Dec 7
concerning our business practices / When I agreed / speak / your
reporters/ never expected / misrepresented in this way.
Several inaccuracies / article / would like / draw your attention/
and / enclose with this letter / itemised list / factual errors.
than piece parts or components. Splitting the company would have
destroyed a unique IBM advantage. In the fall of 1995, Gerstner
articulated IBM's new vision — that network computing would drive the
next phase of industry growth and would be the company's overarching
strategy. Services became the fastest growing segment of the company,
with growth at more than 20 percent per year. From 1993 to 1996 the
market value of the company increased by more than $50 billion.
In May 1997, IBM dramatically demonstrated computing's
potential with Deep Blue, a 32-node IBM RS/6000 SP computer
programmed to play chess on a world class level. In a six-game match in
New York, Deep Blue defeated World Chess Champion Garry Kasparov.
It was the first time a computer had beaten a top-ranked chess player in
tournament play, and it ignited a public debate on how close computers
could come to approximating human intelligence. The scientists behind
Deep Blue, however, preferred to stress more practical concerns. Deep
Blue's calculating power - it could assess 200 million chess moves per
second - had a wide range of applications in fields calling for the
systematic exploration of a vast number of variables, among them
forecasting weather, modelling financial data and developing new drug
therapies.
Exercises
1 Explain the meaning of the following words and phrases:
to incorporate; to trace back; merger; to boost the spirit; large-scale
solution; revenue; to flounder; to unbundle; interim period; to make great
strides; to shrink the workforce; cost reductions.
2.Answer the questions:
1) What is the origin of IBM?
2) What role did T.J.Watson play in the development of the company?
3) What business tactics did he use?
4) How did the company survive the depression?
5) How did IBM help the country during the war years?
6) What were the first steps towards the computers?
7) Who was the heir of T.J.Watson?
8) What are the advantages of interchangeable software?
9) What structural changes were made in 1980s?
10) What did Gerstner change in the company?
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