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id=353
Time was when almost every business concentrated on a single product or a group of related products or services. Planning was essentially a
matter of making sure that the products moved out of the factory, that the demand for them was present (sometimes created, if not already
present), and that the demand was met at a profit. Long-term strategy often was confined to such questions as whether to extend the market
territory west of the Mississippi or whether to expand the product line to more fully meet the needs of customers. Usually, the objectives of the
organization were more or less fixed; its management carried on the planning process, most often informally, to make sure that those objectives
were being met.
Then came World War II. The decision it caused in operational and in managerial terms, coupled with the economic boom that followed it, made the
old way of conducting business hopelessly inadequate and obsolete.New markets opened up, first in the United States, then elsewhere;
competition stiffened as new rivals sprang up and the imaginary limits of spheres of activity vanished; and the surging stock market set a premium
on performance translated into earnings per share. The informal, single-minded planning process had to adjust accordingly. As Frank Gilmore wrote
in his contribution to this section, the managers of business organizations “recognized that.....…concern for short-term problems would have to shift
to plans for capitalizing on longterm opportunities; …sizing up the situation as a basis for a new course of action would have to give way to
reappraising existing strategy in the light of the changing environment; … sporadic diagnosis would have to be replaced by constant surveillance; …
concern for immediate profits and for adaptability to meet changes in current conditions needed to shift to focusing on long-range ROI, growth,
flexibility, and stability.
In the most progressive corporations – in the most progressive large non-business organizations too—planning departments were established. As
top executives increasingly became aware of the value of this function, planners gained access to their offices. By 1970 a leader in the upgrading of
this function, George A. Steiner, was able to write in the Harvard Business Review, “As recently as 1965,, [the corporate planner] was viewed in
many corporations as, at best, a fad and, at worst, a necessary overhead… This view… is disappearing and is not prevalent at all in the advanced
larger companies.”
A principal task for the planner became scanning the external environment. Increasing government regulation and surveillance of business, the
more demanding and more strident voice of consumers, the accelerating pace of technology, the increasing interdependence of national
economies—these factors and many more added greater complexity and difficulty to the task of strategic planning. The pricing of a product made by
a German subsidiary, for example, might depend to an extend on the valuation in inventory of its components, and that value would hinge in part
on the fluctuating worth of the Deutschmark against the dollar.
1. According to the passage what major changes came about in the organizational management processes in the post war period and the
subsequent duration?
2. What is the rationale and relevance of mentioning World War II in the context of the passage.
j WW II unleashed a plethora of changes converting businesses into warfare managing which required a similar strategy.
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j The War catapulted the US to the helm of global affairs.
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j It led to the erosion of economic & political boundaries of the nation-states.
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j The war led to scores of inventions and innovations that were later deployed to conduct businesses as well.
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j All of the above.
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3. According to Frank Gilmore an effective corporate plan has the following attributes.
4. The statement “the informal, single-minded planning process had to adjust accordingly” implies that
j Reappraising existing strategy in the light of the changing environment was warranted in order to survive the dynamics of the economic,
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societal, and market forces.
j the objectives of the organizations could continue to be more or less fixed.
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j Concern for short term objectives could enjoy precedence over long term opportunities
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j Concentrating on a single product or a group of related products or services as opposed to a multi product business emerged as the new way-
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out.
j Businesses could continue to reap profits, as the demand was more or less already present for all kind of supplies.
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i Skip this question
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5. What major inference can be drawn from the first paragraph of the passage?
j DCBA
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j ABCD
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j DCAB
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j CBDA
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j ADCB
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j ABCD
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j DCBA
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j CADB
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j BCDA
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j ACBD
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i Skip this question
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j A and D
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j B and D
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j C and D
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j C and B
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j D only
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9. A. One important development was the invention of communication satellites which allow images and
messages to be sent digitally around the world.
B. One advantage is that current events are to be sent world wide in seconds.
C. News used to travel by ship and take weeks or months to get overseas.
D. When a disaster struck the World Trade Center, the world saw it immediately and condemned the
terrorists’ actions.
j A and B
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j A and C
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j B and D
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j C and D
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j D only
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10. A. It is difficult to deny that the world of music has changed greatly since the past thirty years.
B. The style, sound, technology, and lyrics of music has been altered greatly.
C. In the last three decades, several new categories of music have come along.
D. One reason why music has changed so greatly is that artists use music as a tool to publicize certain
social messages.
j A and D
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j B and C
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j C and D
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j A and B
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j C only
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i Skip this question
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