22. Organize a discussion. Every student should tell his or her personal opinion about the rules of etiquette.

23. Test your cross-cultural knowledge with this quiz.

Quiz

Do you have good cross-cultural skills?

When you meet someone for the first time, what should you do?

True (T) or False (F)?

1. It's usual to shake hands the first time you meet a British colleague.

2. It's not a good idea to call German colleagues by their first names at work.

3. When a Japanese business person gives you his/her business card, it's polite to say thank you and put it in your pocket.

4. In the Mediterranean, embrace colleagues when you meet them.

5. Take off your shoes when you visit someone's house in Poland.

6. In Saudi Arabia it is rude to refuse a cup of coffee.

7. In the UK, ask about your host's family when you meet for the first time.

8. In Asian countries, it is rude to look people in the eyes.

9. British people like to talk about their salaries.

10. When you visit Poland, your host gives you flowers at the airport.

Unit 2.

Lesson 1.

Publicity in England.

The representatives of our firm Mr. Sverdlov, the Marketing Director from Moscow, Mr. Voronov, the Export-Import Manager from Moscow, Mr. Evdokimov, the Director General of this firm have decided to go to their British colleagues. Ms. Betty O’Henry and Ms. Lora Miller have been working for a long time in one of the advertising agencies. They’ve invited Russian friends to study the process of making advertisement. Their agency has four main departments: production department which elaborates and produces advertisements; advertising media department responsible for a choice of means and placement of advertisements; research department studying the demand; commercial department dealing with commercial aspects.

At their first meeting in this company Mr. Volkov, Mr. Sverdlov and Mr. Evdokimov are discussing the publicity market in Russia with Ms. Betty and Ms. Lora.

There is only one thing in the world

Worse than being talked about,

And that is not being talked about.

Oscar Wilde.

Хуже того, что о тебе всё время говорят,

Может быть только, если о тебе не говорят.

О. Уайлд.

1. Polylogue.

Ms. Betty:	It is interesting to know for me how the Russian advertising market looked earlier.
Mr. Volkov:	It looked like the following chain: the advertiser - Jack of all trades - advertising agency - mass media.
Mr. Sverdlov:	But then the situation has changed. The chain looks as follow: the advertiser – the full cycle advertising agency – the specialized advertising agency – mass media.
Ms. Lora:	I suppose such changes became possible due to the fact that the development of the advertising market follows the development of the entire market of the country.
Mr. Evdokimov:	That’s the crux of the matter. I see you are informed very well and can get to the root of it.
Ms. Lora:	It’s my job. I have it at my fingertips. Being the Sales Manager of this firm I have to know the development of advertising market in every country very well, because I’m interested in international recognition of our product.
Mr. Sverdlov:	I absolutely agree with you, but I continue if you don’t mind. The cash deficit forced the domestic entrepreneurs to pay more attention to their advertising budgets as well as to the fact that publicity agencies have inflated prices.
Mr. Evdokimov:	I would add that the emergence of new publicity technologies...
Mr. Volkov:	Sorry for my interrupting you, but less expensive services: advertising in post offices, in the shops, in the streets.
Mr. Evdokimov:	As a result the balance of funds allocated for publicity needs started drawing closer to the average balance level in the world: television – 40%, press – 30%, radio – 5%, direct-mail – 15%, researches – 10%.
Ms. Lora:	Quite so. To a great extent the strategy of advertising agencies’ work will depend on development of certain domestic businesses.
Mr. Volkov:	You are quick on the uptake. That’s right. Here in the Russian market tobacco, perfume and cosmetics are promoted by television. But recently the promotion of tobacco has been prohibited on TV. Home appliances and hardware/ software products are mainly promoted by newspapers. Tobacco and food products are advertised by street posters.
Ms. Betty:	So, compared to early times the level of advertising expenditures, the qualitative and quantitative proportions of advertising agencies in the centre and in the regions are more or less adequate. Now it is the golden mean.