商务管理复习资料.doc
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商务管理复习资料.doc
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一.名词解释
1.Business
Businessistheactivityofprovidinggoodsandserviceinvolvingfinancialandcommercialandindustrialaspects.
2.Vision
Avisionisthelong-termvieworidealthatdrivestheorganization
3.Pointofsaleadvertising
Displayinretailoutlets零售店(supermarkets,chainstores,etc)canattracttheattentionofpotentialcustomers
4.Marketing
Marketingistheprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandororganizationalobjectives.
5.“AIDA”Principleinpromotingaproduct
A-Attention(theattentionofpotentialcustomersisattracted)
I-Interest(aninterestintheproductaroused)
D-Desire(creatingadesirefortheproduct)
A-Action(encouragingcustomerstotakeprompt迅速的action)
二.填空题
1.Businessistheactivityofprovidinggoodsandserviceinvolvingfinancialandcommercialandindustrialaspects.
2.Economicsdealwiththeproduction,distributionandconsumptionofwealth.
3.Aneconomicsysteminwhichindividuals(经济体制)decidehow,what,andforwhomtoproduce-thrived.
4.Planning:
Settinggoalsanddefiningtheactionsnecessarytoachievethosegoals.
5.Organizing:
Theprocessofdeterminingtaskstodone,whichwilldothem,andhowthosetaskswillbemanagedandcoordinated.
6.Leading:
Motivatinganddirectingthemembersoftheorganizationsothattheycontributetotheachievementofthegoalsoforganization.
7.Controlling:
Monitoringtheperformanceoftheorganization,identifyingdeviationsbetweenplanedandactualresults,andtakingcorrectiveactionwhennecessary.
8.Organization:
Agroupofindividualswhoworktogethertowardcommongoals.
9.Usuallytheindustrydevelopingstagesaredividedintointroduction(引入),Growth,maturity(成熟)anddecline(衰落).
10.Marketingistheprocessofplanningandexecutingtheconception,pricing,promotionanddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandororganizationalobjectives.
11.Promotionmeansactivitiesthatcommunicatethemerits(特点)oftheproductandpersuadetargetcustomerstobuyit.
12.Inthebalancesheet(资产负债表),it’srevealedthatthetotalasset(资金)ofacompanyequalsthetotalofliabilities(负债)andtheowner’sequity(权益).
13.Valueisacombinationofcustomerperception(顾客的想法)ofthefollowingfactors.
CustomerValueEquation
Valueisdefinedbythecustomer’sperceptionofthefollowingfactors:
Productquality
+Servicequality
+Peoplequality
+Imagequality
+Sellingprice
+overallcost
=Valuetothecustomers
14.Nationaltreatment(国民待遇):
Treatingforeignersandlocalsequally.
15.Globalizationreflectsabusinessorientation(方向)basedonthebeliefthattheworldisbecomingmorehomogeneous(平等的)andthatdistinctions(差异)betweennationalmarketsarenotonlyfading(减退)butforsomeproducts,willeventuallydisappear(消失).
三.简答题
1.Whataretheultimategoalofbusiness?
Andexplainsomeoftheothergoalsofbusiness.
TOmakeaprofit;
Othergoals:
sales,socialandgrowthobjectives.
2.Functionofmanagement.
1)Planning2)Organizing3)Leading4)Controlling
3.Themajorpointsofscientificmanagementthinkersassumed.
1)Peopleworkbecauseoffearofhungerandthesearchforprofit.
2)Peoplewillworkharderiftheyarepaidmoreandpayistiedtoproductivity(多产)itself.Paymustbegivenassoonaspossibleaftercompletionofthework–attheendofeachworkshift(转变)ifpossible.
3)Thereisonebestwaytodothejob,andboththeworkerandthemanagermustbelieveinthistomaketheassumption(假定)effective.Theonebestwaycanbedetermined(确定)byobjectivemeasures;usingastopwatchtomeasurethetimeelapsed(过去)andcountingorweighing(考虑)theoutput,andthroughtrial(尝试anderror.Workerscapabilities(能力)andjobsmustbematchedascloselyaspossible.
4)Theworktobeperformedisrepetitive.
5)Organizationgoalsareknow.Theyonlyneedtobeexplainedtoalltheworkersbymanagement.
4.Whatisvision,strategiesandplans?
Avisionisthelong-termvieworidealthatdrivestheorganization
Astrategyisthearticulationofthevisionintermsthatcanbeeasilyunderstoodbyeveryone,althoughstillatahighlevel.
Plansarethetactical战术的;策略的meansofimplementingstrategyandachievingobjective.
5.Discussthefiveforcesframeworkaboutthesourcesofcompetition.
1)Threatofnewentry2)Bargainingpowerofsuppliers
3)Rivalryamongexitingcompetitors4)Bargainingpowerofbuyers
5)Threatofsubstituteproducts
(Thefiveforcesframeworkhelpsidentifythesourcesofcompetitioninanindustryorsector.
Whenusingthisframeworktounderstandcompetitiveforcesitisessentialtobearthefollowinginmind:
Itmustbeusedatlevelofstrategicbusinessunitsandnotatthelevelofthewholeorganization.
Theframeworkmustnotbeusedjusttogivetogiveasnapshotintime.Itisimportantnotjusttodescribetheseforcesinthefuture.
Thesecompetitiveforcewillnotonlybesubjecttosteadychangesintothefuturebut,moreimportantly,todiscontinuitiescausedbychangesinthemacro-environment.
Thefiveforcearenotindependentfoeachother.
Competitivebehaviormaybeconcernedwithdisruptingtheseforcesandnotsimplyaccommodatingthem)
6.Discussthefourphasesofanegotiation.
1)preparation2)opening3)bargaining4)closing
7.Typesoflistening.
1)Casual(随意聆听)orsociallistening(社群聆听)
2)2)Attentive(专注聆听)orcritical,listening(认真聆听)
3)Empatheticlistening(入神聆听)
4)4)Activelistening(主动聆听)
4PS
4Cs
Product
Customer
Price
Cost
Place
Convenience
Promotion
Communication
8.Discussthe4Cscomparedtothe4Ps.
(Itholds-thatthefourPsconcepttakestheseller’sviewofthemarket,notthebuyer’sview.Fromthebuyer’sviewpoint,inthisageofconnectedness,thefourPsmightbebetterdescribedasthefourCs;
Thuswhilemarketersseethemselvesassellingaproduct,customersseethemselvesasbuyingvalueorasolutiontotheirproblem.Customersareinterestedinmorethantheprice;theyareinterestedinthetotalcoastsofobtainingusing,anddisposingofaproductCustomerswanttheproductandservicetobeasconvenientlyavailableaspossible.Finally,throughthefourCsandthenbuildthefourPsonthatplatform观点.)
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