Unidad 3 Técnicas de Lectura
Ejercicio 4
1. Predicción, Peducción, Skimming
Seleccione un texto que tenga una imagen. Observe la imagen y conteste las preguntas siguientes:
TEXTO
INTERCULTURAL COMMUNICATION
As globalization is taking place in the world, managers should know the importance of being understood in different cultures and contexts, communication is the key to succeed and achieve a lot of goals that with misunderstandings could destroy the appropriate organization’s performance.
Communication could be a barrier if the people in charge don’t know the other culture and the ways of thinking, so the most important research that should be done has to do with slangs, salutations, gestures, what is good or bad, etc.
Look for examples of alternative communications approaches in multinationals corporations. Explain how do they implement it?
In this globalization era, the world is giving a new twist, in which time is the most important issue and for this reason, both personal communications as multinational companies’ communication become more effective trough rapid and mass media such as internet, since it facilitates the interactions between the parties.
Multinational companies implement video conferencing, internet meetings, e-mails, blogs, etc.
References: espanol.istockphoto.com
Preguntas y Respuestas:
De acuerdo al titulo y la imagen ¿Cuál cree usted que es el tópico que está a punto de leer?
El titulo está compuesto por dos cagnados verdaderos: intercultural communication,
Imagen: en la imagen se ven tres siluetas de jóvenes adultos, sentados sobre el mundo y cada uno tiene un dispositivo de comunicación (palm, lapto y teléfono celular), que en ese momento están utilizando, es decir están conectados.
Según el título y la imagen queda claramente establecido que el tópico es la comunicación intercultural y los distintos medios que existen para el intercambio de mensajes.
¿Cuál es la idea general del texto?
El texto se refiere a la gran importancia que tiene hoy en día, para los gerentes y las empresas multinacionales, las comunicaciones, sobre todo con un medio masivo como Internet donde existe el intercambio de mensajes entre personas de diferentes culturas y contextos
¿Qué palabras se repiten?
Intercultural
Importance
Globalization
Cultures
Communications
Multinationals
Corporations
Companies’
Facilitates
Video
Conferencing
¿Qué palabras se parecen al español?
Globalization
Cultures
Communications
Multinationals
Companies’
¿Cuáles son las palabras en negrita, el título, subtítulo o gráficos que te ayudan a entender el texto?
En el texto original sólo aparecen destacados el titulo y la imagen. Los dos muy claros en lo que se refiere al tema la comunicación intercultural.
¿De que trata el texto? Lee el primer párrafo y el último o las últimas ideas del último párrafo.
Paro que una organización funcione apropiadamente en un mundo globalizado, los gerentes tienen que tener un buen conocimiento de la cultura y el contexto donde desempeñan sus negocios porque la comunicación es la llave para el éxito. Para lograr estas comunicaciones las compañías multinacionales utilizan diferentes medios: video conferencias, reuniones por Internet, email y blogs, entre otros
2. Scanning
Philip Kotler
Philip Kotler (born 27 May 1931 in Chicago ) is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University
Early life He received his master's degree at the University of Chicago Harvard University and in behavioral science at the University of Chicago
Career Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has been consulted by many large companies, including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, Samsung, Coca cola, Hyundai and Motorola — in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
Honor titlesDoctor Honoris Causa at University American College Skopje 1)[1].
Preguntas y Respuestas
Seleccione un texto y escriba 4 preguntas puntuales sobre fechas, sitios, etc. (Utiliza una biografía referente a algún autor de tu área de experticia)
¿Cuándo nació Philip Kotler?
Born 27 May 1931
¿Dónde nación Philip Kotler?
In Chicago
¿Cuáles el perfil de Philip Kotler?
Kotler Is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School
¿Qué desarrolló Philip Kotler?
Kotler developed new concepts in marketing including demarketing, megamarketing, turbomarketing and synchromarketing.
Ejercicio 5
Unidad 4
Patrones de Organización de un Párrafo:
Advertising
Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.
Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).
.
A. Seleccione un texto relacionado con su área de experticia. Lea el texto y extraiga:
· Las definiciones
Advertising is a form of communication…
Most commonly, the desired…
Advertising messages are usually paid…
… which involves the repetition of an….
… such as a public service announcement (PSA).
· Los marcadores de definición
is a form, Most commonly, are, involves, such as
Nelson Mandela
From Wikipedia
Nelson Rolihlahla Mandela (Xhosa pronunciation: [xoˈliːɬaɬa manˈdeːla]; born 18 July 1918)[1] served as President of South Africa from 1994 to 1999, and was the first South African president to be elected in a fully representative democratic election. Before his presidency, Mandela was an anti-apartheid activist, and the leader of Umkhonto we Sizwe, the armed wing of the African National Congress (ANC). In 1962 he was arrested and convicted of sabotage and other charges, and sentenced to life in prison. Mandela served 27 years in prison, spending many of these years on Robben Island
In South Africa
B. Seleccione otro texto relacionado con su área de experticia y extraiga las palabras de secuencia u ordenamiento del tiempo.
· Marcadores de Tiempo
…from 1994 to 1999, …
Before his presidency, Mandela was…
In 1962 he was…
…served 27 years …
… of these years on Robben Island
…. from prison on 11 February 1990, …
… democracy in 1994.
including the 1993 Nobel Peace Prize.
· Idea general del
En este párrafo se da una breve semblanza de la vida de Nelson Mandela, ex presidente de Sudáfrica entre 1994 y 1995 y líder anti apartheid en su país, ideal que lo tuvieron en prisión por 27 años.
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