Oldal kiválasztása

1, Fill int he gaps with the missing parts! Try to answer the questions and discuss these point!

Every minute, of every hour, of every day, of every week, billions of gigabytes of online video are streamed around the globe. According to Cisco, in the next two years video-on-demand traffic will nearly double, 1…………………………………………..Video now represents 60 per cent of global data and the implications of its growth are difficult to overstate. “Anyone can produce high-quality video content easily, cheaply and quickly using their smartphone and share it instantly with others around the globe. 2,………………………….. In the last decade there’s been an explosion of video and it looks set to continue unabated,” explains Charlie Horrell, chief executive of Imagen, a video management platform. 

This exponential rise in video content isn’t just coming from user-generated content, known as UGC, from a globalised, smartphone-wielding general public, pumped up on social media. Professional media broadcasters, including entertainment, movie and sports providers, are also producing a lot more content and at a much higher resolution. 3,……………………………………. “Every organisation is now producing streaming content with their own messaging, whether it’s explainer or staff training videos, promotional or informative content. You no longer need to be an expert. Today, any non-professional broadcast organisation can produce quality video with little capital outlay, which you couldn’t do a few years ago,” says Mr Horrell.

4…………………………., but charities, governments, education, healthcare and religious groups as well. They’re all producing huge volumes of video. Most of the content people consume now is video. Viewing habits are also changing. Consumers expect immediate shortform, on-demand content anywhere and everywhere, 5,……………………………….. The direct-to-consumer (DTC) market is going great guns. No longer are consumers going to broadcasters that hold and pay for rights, they’re going direct to organisations which produce the content, especially in sports and entertainment. This is also true of museums and tourism attractions. Every economic sector has examples of DTC content.

6, …………………………………..is becoming an increasing challenge. This comes at a time when organisations are realising how important online visual content is for their success. Keeping it stored on a physical server in a basement somewhere creates not only security and safety concerns, but it is also 7,……………………………. At the same timeserving data-heavy media assets clogs up corporate networks and bandwidth. Luckily, cloud storage is becoming more affordable and smarter over time.

The global market for video is on a specific trajectory and that’s up. Research by Imagen on more than 1,800 North American sports fans is a good indication of things to come. Younger generations 8, …………………………………than baby boomers and four out of five consume content on their mobile device while simultaneously watching live games.

“The direction of travel is that the younger you are, the more you expect to see video. With younger people, if it doesn’t exist on video,9,…………………………. Looking to the future, it’s on a one-way curve of explosion. And organisations are increasingly realising that video asset management is therefore a very necessary, if not an essential, tool going forwards,” says Mr Horrell

A, Managing the sheer volume of expanding video assets

B, ,“It’s not just commercial outfits that are at it either

c,  that’s equivalent to ten billion DVDs a month uploaded and streamed on the internet.

d were four times more likely to be heavy consumers of non-game sports content

e, Then there’s the rise of the corporate studio

f, very hard to distribute to an end-viewer efficiently

g, it doesn’t exist full stop

h, as well as on every type of device and platform imaginable.

i, It’s utterly ubiquitous

What are the OTT services and why are they popular?

How did they alter the course of visual media?

fierce competition and many new entrants, will this bubble burst?

What is the future of hyper personalised content, subscription based video on demand?

Criticism: difficult to find the demanded content?

Two classes of consumers: affluent subscription, free but advertising driven?

What lies behind the popularity of video content (professional and user generated) even corporates or organisations

How did viewing habits change?

What can be Storing and distribution difficulties?

Is video advertising the future?

Vloging, live streaming, influencers: are they suitable for the B2B sector?

KEY:

1-c

2-i

3-e

4-b

5-h

7-a

8-f

9-d

10-g

2, Fill int he gaps with the suitable parts!

Microsoft Japan has earned international plaudits for its recent trial of a four-day week, most notably for the 40 per cent employee productivity boost which closely followed in its wake. But in a country where being on perpetual call is as culturally entrenched as geishas,1, ………… ….So says Ryosuke Endo, Tokyobased global chief human resources officer at international recruitment consultancy JAC Group, who notes that the flexible working arrangements now familiar in the West remain unchartered waters for much of Japan. “For us, being seen in the office is the expected norm and the idea of being equipped with company laptops so we can work at home from time to time is still alien. Although we know we have a productivity problem, the four-day week itself may not be the right strategy for us,” he says.

The current Shinzo Abe government has already declared war on karoshi, or death by overwork, setting a 100 hours a month legal cap on overtime at larger firms. Yet to Mr Endo, it is next year’s Olympic Games in Tokyo, which are expected to attract more than 600,000 foreign visitors, which may mark a more significant tipping point 2………….. ……..But by the time the visitors have gone home, I’m hoping that a more flexible attitude to work will already be well advanced in many companies.

While Japan’s position at the bottom of the G7 for GDP per hour worked cries out for people policy reforms, the country’s innate aversion to risk will not be easily overcome. “Microsoft Japan is selling hard the notion of ‘scrum management’, which is a high-risk approach to software development that attaches no blame if expensive product trials go wrong,” says cross-cultural Japanese business consultant and author Pernille Rudlin, founder of the Rudlin Consultancy. 3……..……………….. While working hours in manufacturing, for example, are governed by shifts, service sector roles, where the country’s low productivity is most marked, are rarely governed by formal job specifications.

With most workers tending to be generalists, rather than specialists, it can be difficult for them to gauge when their job is done and dusted for the day. To the Japanese, says Ms Rudlin, staying at the office until the boss goes home, partly to earn brownie points, but also in case you can be of service to your team, is the established way of working. This doesn’t sit well with the European practice of knocking off early when things are quiet. 4,,, …………….. Yet in Japan, where deference to elders is customary, younger generations may be more wary, notes Helen Macnaughtan, senior lecturer in international business and management at SOAS University of London, who sees scant evidence that fresh-faced Japanese are also striving for change.

“Research indicates that Japan’s millennials are only slightly more risk averse as their fathers and grandfathers when it comes to work. While they may say they reject the workaholic norm, the majority are keen to take the well-paid, high- status jobs that have traditionally guaranteed a job for life with the same firm,” she says. “Given that only 3 per cent of men across all age groups take their full paternity leave for example,5………………” Dr Macnaughtan fears the Japanese government’s overtime cap, which is backed by legal penalties, may in practice simply “drive excessive working hours underground”. This is particularly true when it comes to male workers, she says. “To a large extent, it is Japanese men in ‘regular’ jobs, so-called  salarymen, who 6…………………

In a country where women tend to be far better represented amongst the 40 per cent of employees who are defined as “non- regular” workers, receiving less money, training and development, but typically working fewer hours, she notes that employment remains a “highly gendered issue”. To Steve Crane, founder of Business Link Japan, which helps international organisations set up and develop in the country, 7………………… “The mental health implications of excessively long hours are severe, but it’s the scarcity of high- calibre job candidates that is starting to cause extra problems for foreign firms,” Mr Crane says. While he believes “softer” sectors, such as tech or creatives, may ape the Microsoft trial in a bid to attract interest, the bulk of the business community will take a wait-andsee approach.

“Financial services, for example, tend to be very conservative. While bigger employers may eventually opt for the four-day week, it may be introduced in a highly bureaucratic manner which could undermine the whole notion of flexibility,” says Mr Crane. While Japanese firms take a polite interest in Western ways of working,8……………… “Like many Westerners who know the country well, I have found that the level of pride in doing a good day’s work is absolutely unique to Japan,” says Mr Crane. “While there still may be an element of presenteeism, for the most part, staying late at the office simply reflects the genuine happiness that staff feel when they can help their company grow and prosper.”

a, But this is a very strange and even unwelcome notion in a country where risk avoidance, together with detailed planning, record- keeping in triplicate and the constant watching of your colleague’s performance is endemic.”

b, shortage of talent will ultimately dictate how many employers follow Microsoft’s lead

c, it would be wrong to assume the bulk of Japan’s young workers share the European obsession with work-life balance

d, he sees no appetite for a widespread catch-up with the more creative employment practices now sweeping across America and Europe

e, the notion that the bulk of corporate Japan will be keen to follow the example of a foreign firm is questionable

f,In the West, it is largely millennial workers who have helped drive the adoption of more flexible working patterns, particularly in talent- starved organisations

g, bear the brunt of the country’s disproportionately long working day, yet many of them continue to believe that having no personal life is a reasonable sacrifice in return for job security for life.”

h, The Abe administration undoubtedly needs more firms to embrace remote working before next summer if the capital’s entire transport system isn’t going to collapse,” he says

KEY

1-e

2-h

3-a

4-f

5-c

6-g

7-b

8-d

3, Listen to this short video and fill int he gaps!

1,The major differences between b2b and b2c selling

1, ………………………………………………………………………..

2………………………………………………………………………….

2, The most important steps in a b2b marketing:

vision: it is fundamental that………………………

goals: they are……………………………like………………….

KPI measure things that……………………………..

target customers e.g 1…………………………………………, 2……………………………………

buyer persona:…………………………………………………so it is important……………

mapping the buyer journey

USP

key marketing message, which is………………………………

3, three most important challenges you face when working out the marketing strategy:

1……………………………….

2……………………………….

3………………………………….

KEY

1.

1,in b2b you have to build a relationship and it takes a lot of time, it is a complex sales process

2, in b2b you have specialist sales people and marketing people

2,

everything you do must be aligned and tied to achieving this vision

specific things like profitability, team etc

that have the biggest effects on your business

IT companies with more than 500 staff/manufacturing companies specialised in CNC

a human being, to know their interests and challenges.

core message that you are trying to get across, perception that you want your buyers to have about your company

3

find time to do it

achieve a buy-in from others

implementation