Text 5 Areas of Management

Managers at different levels may work in various areas within an organization. At any given firm, there may be marketing, financial, operations, human resource, administrative, and other kinds of managers at all three levels.

Marketing manager. Marketing managers are those whose primary duties are related to the marketing function – getting whatever the organization produces (be it Ford automobiles, Newsweek magazines, or Associated Press news reports) into the hands of consumers and clients. Key areas of concern are product development, promotion, and distribution. Given the importance of marketing for virtually all organizations, the development of managers in this area can be critical. John Akers, CEO of IBM, spent much of his career as a marketing manager.

Operations managers. Operations managers are primarily concerned with establishing the systems that create an organization’s products and services. Typical responsibilities include production control, inventory control, quality control, plant layout, and site selection. James Olson, CEO of AT&T spent much of his career as an operations manager.

Human Resource Managers. Human resource managers are concerned with hiring, maintaining, and discharging employees. They are typically involved in human resource planning, employee recruitment and selection, training and development, designing compensation and benefit systems, formulating performance appraisal systems, and discharging low-performing and problem employees. Until the last several years, human resource managers were not considered to be particularly important in many organizations. Top managers now recognize their value, however, in part because of increased awareness of contributions of human resources and in part because of the complex legal environment of human resource management. Consequently, although no large companies have CEOs from the ranks of human resource executives, these activities are now making great strides up the organizational ladder.

Assignments to text 6:

1. Read the text and scan for different kinds of managers described in the text. Write them down into your notebook.

2. After the second reading concentrate on the sentences characterizing activities of the managers mentioned. Add to the list that you’ve done for Text 3.

3. Explain what “specialized manager” means?

4. Read and translate the last paragraphs of the text. Do you share this opinion? Give your reasons.

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