Strategic Alliances
跨国公司战略联盟概述
案例：丰田公司与通用战略联盟 丰田公司拥有生产小型车的经验。
然而，对美出口受到限额的限制。 1983年，丰田与通用签订战略联盟
协议，建立合资企业——新联合汽车制 造公司。
通过股权合资，通用公司成功的引 入了丰田高新技术，提高了自己在中小 型汽车领域的竞争实力；而丰田公司则 通过合资成功的打入了美国市场。
2、契约式联盟：不涉及股权参与， 而是借助契约形式，联合研究开发 市场的行为。 (1)技术性协议 (2)研究开发合作协议 (3)生产营销协议 (4)产业协调协议：
（三）按联盟企业产业合作方 向划分
1、横向战略联盟，是行业竞争对手 之间的联盟。 2、纵向战略联盟：投入—产出关系 如：丰田汽车与其零部件供应商之间 的联盟（整车制造商——零部件独家 供应商） 3、混合战略联盟
动
采购
采购
质量 价格
生产 经营
运营 效率
物流 市场营销
缩短配
送和订 货时间
品牌形象 营销组合
服务
客户 管理
主要活动
网络理论
具有网络型组织的企业，对 于增强企业组织的活力和形 成企业之间的价值连锁起着 重要作用。
研发商
供应商
盟主企业
制造商
商务智能中心
分销商
子承包商
服务提供 商
资源基础理论
国外企业，往往具有本国 企业所不具备的特殊资源，而 当这些资源不能有效地通过市 场交易或并购获得的时候，战 略联盟就可用来与其他企业共 享或交换有价值的资源。
四按联盟企业所在价值链位置 的不同,战略联盟划分为：
1、资源补缺型国际战略联盟 2、市场营销型国际战略联盟 3、联合研制型国际战略联盟
战略联盟目标
1 开拓新的市场 2 降低研究与开发成本和风险 3 优化资源要素组合 4 消除不必要的竞争,共同应竞争促进了跨国公司战 略联盟的形成.。 2.跨国公司的联合是技术创新的内在要求。 3.扩大跨国公司的规模效应和获取更高的资本 收益，实现多元化经营。 4跨区域的联盟是突破贸易壁垒的有效途径 5 促进组织结构优化的需要 。
战略管理英文版最新版教学课件第8章
LO 8-4 Identify and evaluate benefits and risks of vertical integration. LO 8-5 Describe and examine alternatives to vertical integration. LO 8-6 Describe and evaluate different types of corporate diversification. LO 8-7 Apply the core competence – market matrix to derive different
• Economies of scope
➢ Savings that come from producing more outputs or providing different services at less cost
❖ Ex: Amazon range of products & services
➢ Explains and predicts the scope of the firm ➢ "Market vs. firms" have differential costs
• Transaction costs
➢ Costs associated with economic exchanges
➢ Competitive bidding process ➢ Less than one-year term ➢ Lower prices cost advantages
跨国企业的战略联盟策略
跨国企业的战略联盟策略随着全球经济的快速发展，跨国企业（MNEs）之间的竞争变得越来越激烈。
在这个竞争激烈的环境中，企业为了保持自身竞争力，需要采取更加创新和效率化的经营策略。
而其中，战略联盟（Strategic Alliance）就成为了一种相对有效的手段。
本文将从什么是战略联盟开始，探讨跨国企业采取战略联盟的原因、战略联盟的形式以及战略联盟的风险和管理。
一、什么是战略联盟战略联盟是指企业之间为了实现某项特定的战略目标、共同进行业务合作和分享资源，以达成既定目标的一种协议关系。
而双方之间形成的共同目标，可能是产品或技术的共享，市场拓展，成本共同承担等，通过联盟的形式来减轻企业自身的风险压力以及提高企业发展的效率和速度。
二、跨国企业采取战略联盟的原因1、资源互补性一般情况下，跨国企业之间的资源不完全相同。
合作的其中一方可能拥有另一方所需的资源，这种资源的互补可以很好的促进战略联盟的形成。
并且通过优势互补、资源共享、风险分散，并且实现最终效益的提高。
2、研发共享和技术合作通过与其他企业的合作，不仅可以得到与自己业务或目标相关的专业知识，还可以共享研发成果和新技术、专利等资源。
而这些可能经过联盟合作而得到，这些研发成果也对企业进一步的发展和维护竞争优势发挥重要作用。
3、全球化战略的推进通过联盟形式，可以依托合作伙伴的资源和市场，更好的了解地域文化以及市场需求。
这样可以减少企业对新市场的不了解和进入难度，同时还可以在合适的时机获得资源的便利性。
这种全球化战略的推进不仅可以减少企业在全球市场游戏中的失误和风险，而且可以加快企业全球化布局的进程。
三、战略联盟的形式1、合资公司合资公司是一种在产品和服务领域进行的深度合作模式。
双方通过组建合资公司来平等参与共同开展业务的利润和风险分担。
此时，合同约定是非常重要的合作成功因素，包括业务范围、所有权分配、资源分配等内容。
2、联营究竟是自己深度合作，还是组合伙人参与共同开展业务，这取决于跨国企业的实际情况。
战略联盟
3.战略动因分析 青岛港的这一壮举，把世界级的航运巨头集于一方，实 现了引资金、引技术、引货源的多重效果。在供应链链 条中寻到一个很好的战略联盟机会。从航线发展来看， 在这合作项目之后，马士基公司中国北方总部于2004 年8月2日正式落户青岛，并将它的欧洲航线直挂青岛。 三国四方合作当年青岛港就有新增航线25条，箱量同 比增长 28%。既为投资方又为客户的三方还将为青岛 28% 港带来更多航线和箱源。随合作而来的资金、技术、经 验、航线和连续不断的箱源都将促使青岛港在不久的将 来成为世界上最大、最具实力的集装箱码头企业之一。 青岛也因此增强了对全省和沿黄区域经济的辐射带动。 青岛港的壮大和发展同样意味着投资方业务随之而来的 扩展，有助于联盟整体以较低的竞争成本获得更为广阔 的市场份额，联盟战略上显然是具有一致性的。
• 战略联盟的形式
股权式联盟 契约式联盟
合资
研发协议
相互持股
贴牌生产 两家以上的企业共同出 资、共担风险、共享收益而形成企业； 是目前发展中国家尤其是亚非等地普遍 的形式。合作各方将各自的优势资源投 入到合资企业，从而其发挥单独一家企 业所不能发挥的效益。
4订立终止联盟计划：善始善终
1合资：由两家或者是两家以上的企业共同出资、共担风险、共享收益 而形成企业。
战 略 联 盟 的 形 式
３研发协议：为了某种新产品或者新技术，合作各方鉴定一个研发协议，汇集各 方的优势 ，大大提高了成功的可能性，加快了开发速度，各方共担开发费用，降 低了各方的开发费用和风险。 ４ 贴牌生产；如果一方有知名品牌但是生产力不足，另一方则有剩余的生产能 力，另一方就可以为另一方进行贴牌生产。 ５特许经营； 通过特许的方式组成战略联盟，其中的一方有重要的无形资产，可 以和其他方签署特许协议，允许其使用自身品牌专利或专有技术，从而形成战略 联盟。 ２相互持股；合作各方为了加强相互联系而持有对方一定数量的股份； 而双方的人员和资产无须合并。
keegan09-Licensing, Investment, and Strategic Alliances(Global Marketing,Keegan and Green)
Keegan and Green, Chapter 9
12
Global Strategic Partnerships
• Possible terms:
– – – – Collaborative agreements Strategic alliances Strategic international alliances Global strategic partnerships
Keegan and Green, Chapter 9
5
Disadvantages of Licensing
• • • • • Limited participation Returns may be lost Lack of control Licensee may become competitor Licensee may exploit company resources
– – – – Patent Trade secret Brand name Product formulations
4
Keegan and Green, Chapter 9
Advantages of Licensing
• Provides additional profitability with little initial investment • Provides method of circumventing tariffs, quotas, and other export barriers • Attractive ROI • Low costs to implement
Keegan and Green, Chapter 9
6
Special Licensing Arrangements
商务谈判对话英语
商务谈判对话英语为获取更多利益和优势，谈判要付出时间、更要有足够耐心。
下面店铺整理了商务谈判对话英语，供你阅读参考。
商务谈判对话英语：僵局破冰谈判对话You’ve just walked into the office of hot prospect for your first face-to-face sales call. You shake hands and you both sit down. What’s the smartest way to start out the conversation:你怀着满腔热忱走进客户的办公室与他面对面地谈你们的第一笔生意。
你们互相握手、坐下，这时候怎样开启你们的对话才是最聪明的做法呢?ICEBREAKER #1: Compliment something in the prospect's office, such as the family photo, the motivational poster on the wall, the view out the window, etc.破冰方式#1：称赞一下对方办公室里的某样东西，比如家庭照片、墙上的励志海报以及窗外的景色。
ICEBREAKER #2: Make a reference to something in the news, like a big win by a local sports team or a major world event.破冰方式#2：对新闻发表一些看法，比如当地运动队的一场大胜或者世界上发生的大事。
ICEBREAKER #3: Make a remark that lets the prospect know that you have put some thought into the prospect and the prospect's firm.破冰方式#3：发表一些评论令对方知道你对他和他的公司有一点想法。
商务英语口译词组翻译
商务英语口译词组翻译Business interpretingUnit1Reach a record high 创纪录 a big margin 大幅增长Show room 样品间 embroidered tablecloth 抽纱台布The price list 价目表 well-illustrated catalogues 精美插图的目录The supplies 供货商 quotation 报价FOB 离岸价 packaging model 包装样品Commission 佣金 eye-catching 吸引人的Place an order 订货 cardboard boxes 木板箱Packaging 包装 wooden cases 木箱Transparent plastic bag 透明塑料袋 to get an edge over 超过比...好The design 装潢设计 to honor a claim for 理赔Sample 样品 pilferage 偷盗Catalogue 商品目录 insurance company 保险公司Outer packaging 外包装 compensation 赔偿Waterproof 防水 head office 总部Be lined with plastic sheets 内衬塑料布 royalty 提成WAP 水渍险 specification 规格Net weight 净重Gross weight 毛重Delivery 交货Industrial property right 工业产权Know-how/expertise 专有技术Royalty rate 提成率Initial down payment 入门费Net sales price 净销售价To render good for good 以德报德Unit2golden autumn season of October 金秋十月 continue to do sth 一如既往China Import and Export fair 中国进口商品交易会business community 商业界rename as 更名ancient Chinese saying 古话historical starting point 历史起点 trade council 贸易理事会from all over the world 五湖四海 serve as a bridge 桥梁作用give 赋予 technical advantage 技术优势historical connotations 历史内涵 have a massive land 幅员辽阔assume responsibilies 肩负重任economic returns 经济回报率harmonious society 和谐社会quadruple 翻两番Enhance service awareness 增强服务意识 investment fever 投资热Organizer 承办者 be profitable/have a good profit of gain 有利可图International practice 国际惯例 control over 控管Set sail for 启航 infrastructure 基础设施Change our notion 转变观念capital construction 基本建设The foundation of success 取胜之本 essential commodity 基本物质Clearly set forth 明确提出 internationalization 国际化进程congratulate...before hand on the complete success 预祝..圆满成功You honor/majesty/excellency 尊敬的...先生阁下Gracious hospitality 友好款待 Warm greetings 热情问候Convey 传达 Good wishes 良好的祝愿Bosom friends 知己 Business and financial giant 商业和金融巨头Long-term project 长期项目 trade volume 贸易额The Pearl River Delta 三角洲 sustained growth 持续增长Through partnership with 与..携手 on the occasion of 借..的机会Consultancy service 咨询服务机构 on behalf of 代表Transnational corporation 跨国公司 hectic trip 紧张的行程Last but not least 最后 phenomenal success 非凡成就In person 亲身 share the sentiments 报有同感Official invitation 正式邀请 welcome address 欢迎辞Worldwide economic recession 世界经济萧条the setting of the workshop 研讨会场的布置Unit3Business summit 工商峰会magnificent welcome 盛情欢迎Internalization-based引进消化吸收 blessed with a proud history 拥有悠久的历史Re-innovation 再创新 trade routes贸易之路At the beginning of the new year新年伊始 terracotta warriors 兵马俑Innovative country创新型国家 Muslim quarter清真寺Get together齐聚一堂 cell phones 手机Research center研发中心 home to film makers 电影制片人的故乡On a high vision 立意高远 people of every description各界人士Technology alliances技术合作dawning in ……到来；……的开始；破晓 Strategy alliances 战略联盟 shared reverence 共有的尊敬Develope rapidly 突飞猛进 commitment to 致力于Resource-conserving 能源节约型aspire to 渴望；盼望；热切的期望Waves of innovation 创新浪潮 pass on 流传‘传递Environmentally-friendly环境友好型 far greater strides 取得长足的进步Fast catching-up奋起直追 common destiny 共同的命运Renewable energy可再生能源技术 Books of rites 礼记Sound and rapid economic development又好又快发展Cooperation in the protection of intellectual property rights 知识产权合作Original innovation 原始创新 A strong assurance 坚实的后盾Integrated innovation 集成创新When the great way is followed,all under heaven will beequal大道之行也天下为公Unit 4Continental container systems "大陆货运“系统公司pharmaceutical company 制药公司Stock holders meetings 股东大会 desk research 案头调查；书面调查Record dividends 绩优配股 all-share merger 全股合并The board of trustees 董事会 exclusive instruction 独家指导Proposal 提案 financial effects 财务影响A new transportation site 新运站 to fill the vacancy 填补空缺Officers cadre 干部 dividends 配股；红利The local business climate 本地商情 a neutral location 中立的位置Minutes 大会记录 the same science-based culture相同的以科技为本的文化Podium 主席台 with the utmost discretion 最严格Financial report 财政报告 common vision 相同的理念Two way investments 双向投资 curriculum vitas 个人简历Important stages 重要舞台 to begin with 首先International visibility 国际知名度 a short list 短清单Reap multiple fruits 丰硕的成果 an enhanced ability 增强的能力International capital flows 国际资本流动 remuneration 抽金；报酬Independent innovation 自主创新 to deliver the full potential 发挥全部潜能Industrial upgrading 产业升级 billed in 3installments 按三期收到的账单Balanced regional development 区域协调发展worldwide presence 全球范围Outward investment 对外投资 retainer 雇佣定金Inviting in 引进来 innovation-led growth 创新性增长Going global 走出去 upon submission of the short list 提交清单后From all over the world 五湖四海 a combined R&D spend 在研发方面的投资金额Headhunting 猎头 a completion free完工费Synergies协同作用；增效作用 key players 重要角色；重要作用At a strategic level 在战略上 cost-efficient 成本减少Sizeable operational efficiencies 可观的运营效率Restructuring areas of duplication 整合重要领域otherwise unavailable 除非另有 Chief executive 行政总裁deliver the top performance 追求上进Executive search 经理人搜索 be accessed in any other way 从其他渠道获得Agency recruitment 代理招聘 skill shortages 人才短缺。
管理学考试(英文版)
填空题1.Henry Mintzberg’s Management Rolesinterpersonal rolesinformational rolesdecisional roles2. Management Skillstechnical skillshuman skillsconceptual skills3.Management Theoriesscientific managementgeneral administrative theoristsquantitative approachorganizational behaviorsystems approachcontingency approach4.Two components of the external environmentthe specific environmentthe general environment5.The Global Attitudesethnocentric attitudepolycentric attitudegeocentric attitude6.How organizations go international?global souringexportingimportinglicensingfranchisingstrategic alliancesjoint ventureforeign subsidiary7.Geert Hofstede’s five dimensions of national culture individualism versus collectivismpower distanceuncertainty avoidanceachievement versus nurturinglong-term and short-term orientation8.Two views of social responsibilitythe classical viewthe socioeconomic view9.Three stages/levels of moral development preconventional levelconventional levelprincipled level10.Four decision-making stylesdirective styleanalytic styleconceptual stylebehavioral style11.Decision-making errors and biasesanchoring effectselective perception biasconfirmation biasframing biasavailability biasrepresentation biasrandomness biassunk costs errorsself-serving biashindsight bias12.Types of plansBreadth:strategic plans//operational plansTime frame:long-term plans//short-term plansSpecificity:directional plans//specific plansFrequency of use:single-use plan//standing plans 13.Types of organizational strategycorporate strategybusiness strategyfunctional strategy14.Three main types of corporate strategiesgrowth strategystability strategyrenewal strategy15.Three generic competitive strategiescost leadership strategydifferentiation strategyfocus strategy16.Six elements of organizational designwork specializationdepartmentalizationchain of commandspan of controlcentralization and decentralizationformalization17.Two generic models of organizational designmechanistic organizationorganic organization18.Seven elements of the communication process:the communication sourcethe messageencodingthe channeldecodingthe receiverfeedback19.Barriers to effective interpersonal communicationfilteringemotionsinformation overloaddefensivenesslanguagenational culture20.Types of communication networkschain networkwheel networkall-channel network21.Eight elements of human resource management processhuman resource planningrecruitmentselectionorientationtrainingperformance managementcompensation and benefitscareer development22.Types of selection devicesapplication formswritten testsperformances-simulation testsinterviewsbackground investigationsphysical examinations23.Performance appraisal methodswritten essays//critical incidents//graphic rating scalesbehaviorally anchored rating scalesmultiperson comparisonsmanagement by objectives360-degree feedback24.Two different metaphors to describe the change processthe calm waters metaphorwhite-water rapids metaphor25.Techniques for reducing resistanceeducation and communicationparticipationfacilitation and supportnegotiationmanipulation and cooptationcoercion26.The five personality traits in the Big Five Modelextraversionagreeablenessconscientiousnessemotional stabilityopenness to experience27.Stages of group developmentForming storming norming performing adjourning28.Six contemporary of theories of motivationthree-needs theorygoal-setting theoryreinforcement theorydesigning motivating jobsequity theoryexpectancy theory29.Designing Appropriate Rewards Programsopen-book managementemployee recognition programspay-for-performance programsstock option programs30.Seven Traits Associated with LeadershipDriveDesire to leadHonesty and integritySelf-confidenceIntelligenceJob-relevant knowledgeExtraversion31.Five sources of leader power (managing power)legitimate powercoercive powerreward powerexpert powerreferent power术语题1.ManagerSomeone who coordinates and oversees the work of other people so that organizational goals can be accomplished.2.ManagementCoordinating and overseeing the work activities of others so that their activities are completed efficiently and effectively.anizationA deliberate arrangement of people to accomplish some specific purpose.4.Quality managementA philosophy of management that is driven by continual improvement and responding to customer needs and expectations.anizational cultureThe shared values, principles, traditions, and ways of doing things that influence the way organizational members act.6.StakeholdersAny constituencies in the organization’s environment that are affected by the organization’s decisions and actions.7.LicensingAn approach to going global by manufacturing organizations that involves giving other organizations to the right to use your brand name, technology, or product specifications. 8.FranchisingAn approach to going global by service organizations that involves giving other organizations the right to your brand name, technology, or product specifications.9.Social responsibilityA business’s intention, beyond its legal and economic obligations, to do the right things and act in ways that are good for society.10.GoalsDesired outcomes for individuals, groups, or entire organizations.11.PlansDocuments that outline how goals are going to be met.12.StrategiesThe decisions and actions that determine the long-run performance of an organization.13.Renewal strategyA corporate strategy designed to address organizational weakness that are leading to performance declines.14.Chain of commandThe line of authority extending from upper organizational levels to the lowest levels, which clarifies who reports to whom.15.Span of controlThe number of employees a manager can efficiently and effectively manage.municationThe transfer and understanding of meaning.Transfer means the message was received in a form that can be interpreted by the receiver.Understanding the message is not the same as the receiver agreeing with the message.17.Diagonal communicationCommunication that cuts across both work areas and organizational levels in the interest of efficiency and speed.18.Human resource planningEnsuring that the organization has the right number and kinds of capable people in the right places and at the right times.19.Performance management systemA process of establishing performance standards and appraising employee performance in order to arrive at objective HR decisions and to provide documentation in support of those decisions.anizational changeAny alteration of people, structure, or technology in an organization.21.InnovationTaking creative ideas and turning them into useful products or work methods.22.Job involvementThe degree to which an employee identifies with his or her job, actively participates in it, and considers his or her job performance to be important to self-worth.23.PersonalityThe unique combination of emotional, thought, and behavioral patterns that affect howa person reacts and interacts with others.24.GroupthinkWhen a group exerts extensive pressure on an individual to align his or her opinion with others’ opinions.25.Work teamsGroups whose members work intensely on a specific,common goal using their positive synergy, individual and mutual accountability, and complementary skills.26.MotivationThe process by which a person’s efforts are energized, directed, and sustained toward attaining a goal.27.LeadershipWhat leaders do; The process of influencing a group to achieve goals.简答题1.Taylor’s four principles of management1)Develop a science for each element of an individual’s work, which will replace the old rule-of-thumb method.2)Scientifically select and then train, teach, and develop the worker.3)Heartily cooperate with the workers so as to ensure that all work is done in accordance with the principles of the science that has been developed.Divide work and responsibility almost equally between management and workers. Management takes over all work for which it is better fitted than the workers.2. What is quality management?1) Intense focus on the customer.2) Concern for continual improvement.3) Process-focused.4) Improvement in the quality of everything the organization does.5) Accurate measurement.6) Empowerment of employees.3. How employees learn culture?1) StoriesNarratives of significant events or actions of people that convey the spirit of the organization.2)RitualsRepetitive sequences of activities that express and reinforce the values of the organization.3)Material SymbolsPhysical assets distinguishing the organization.4)LanguageAcronyms and jargon of terms, phrases, and word meanings specific to an organization.4. Creating a customer-responsive culture1)Hiring the right type of employees (one with a strong interest in serving customers)2)Having few rigid rules, procedures, and regulations3)Using widespread empowerment of employees4)Having good listening skills in relating to customers’ messages5)Providing role clarity to employees to reduce ambiguity and conflict and increase job satisfaction6)Having conscientious, caring employees willing to take initiative.5. How organizations go green?1)Legal (or Light Green) ApproachFirms simply do what is legally required by obeying laws, rules, and regulations willingly and without legal challenge.2)Market ApproachFirms respond to the preferences of their customers for environmentally friendly products.3)Stakeholder ApproachFirms work to meet the environmental demands of multiple stakeholders---employees,suppliers, and the community.4)Activities (or Dark Green) ApproachFirms look for ways to respect and preserve environment and be actively socially responsible.6. How managers can improve ethical behavior in an organization?1)Hire individuals with high ethical standards.2)Establish codes of ethics and decision rules.3)Lead by example.4)Set realistic job goals and include ethics in performance appraisals.5)Provide ethnics training.6)Conduct independent social audits.7)Provide support for individuals facing ethical dilemmas.7. Characteristics of an Effective Decision-Making Process1) It focuses on what is important.2) It is logical and consistent.3)It acknowledges both subjective and objective thinking and blends analytical with intuitive thinking.4) It requires only as much information and analysis as is necessary to resolve a particular dilemma.5) It encourages and guides the gathering of relevant information and informed opinion.6) It is straightforward, reliable, easy to use, and flexible.8. Purposes of PlanningFirst, planning provides direction to managers and nonmanagers alike.Next, planning reduces uncertainty by forcing managers to look ahead, anticipate change, consider the impact of change, and develop appropriate responses.In addition, planning minimizes waste and redundancy.Finally, planning establishes the goals or standards used in controlling.9. Characteristics of Well-Designed Goals1) Written in terms of outcomes rather than actions2) Measurable and quantifiable3) Clear as to time frame4) Challenging yet attainable5) Written down6) Communicated to all necessary organizational members10. Steps in Goal Setting1)Review the organization’s mission, the purpose of an organization.2) Evaluate available resources.3) Determine the goals individually or with input from others.4) Write down the goals and communicate them to all who need to know.5) Review results and whether goals are being met.11. Why is Strategic Management Important?1) It results in higher organizational performance.2) It requires that managers examine and adapt to business environment changes.3) It coordinates diverse organizational units, helping them focus on organizational goals.4) It is very much involved in the managerial decision-making process.12. Purposes of Organizing1) Divides work to be done into specific jobs and departments.2) Assigns tasks and responsibilities associated with individual jobs.3) Coordinates diverse organizational tasks.4) Clusters jobs into units.5) Establishes relationships among individuals, groups, and departments.6) Establishes formal lines of authority.7) Allocates and deploys organizational resources.13. Mechanistic versus Organic Organization1) Mechanistic Organization---A rigid and tightly controlled structureHigh specializationRigid departmentalizationNarrow spans of controlHigh formalizationLimited information networkLow decision participation2) Organic Organization---Highly flexible and adaptable structureNon-standardized jobsFluid team-based structureLittle direct supervisionMinimal formal rulesOpen communication networkEmpowered employees14. Functions of Communication1) ControlFormal and informal communications act to control individuals' behaviors in organizations.2) MotivationCommunications clarify for employees what is to done, how well they have done it, and what can be done to improve performance.3) Emotional ExpressionSocial interaction in the form of work group communications provides a way for employees to express themselves.4) InformationIndividuals and work groups need information to make decisions or to do their work.15. Advantages and disadvantages of group decision makingAdvantages:1) Generate more complete information and knowledge.2) Generate more diverse alternatives.3) Increase acceptance of a solution.4) Increase legitimacy.Disadvantages:1) Time consuming2) Minority domination3) Pressures to conform4) Ambiguous responsibility16. Characteristics of Effective Teams1) Clear goals2) Relevant skills3) Mutual trust4) Unified commitment5) Good communication6) Negotiating skills7) Appropriate leadership8) Internal and external support论述题1. Why study management?1)The universality of managementGood management is needed in all organizations.2)The reality of workEmployees either manage or are managed.3)Rewards and challenges of being a managerManagement offers challenging, exciting and creative opportunities for meaningful and fulfilling work.Successful managers receive significant monetary rewards for their efforts.2. Fayol’s 14 principles of management1)Division of work. Specialization increases output by employees more efficient.2)Authority. Managers must be able to give orders and authority gives them this right.3)Discipline. Employees must obey and respect the rules that govern the organization.4)Unity of command. Every employee should receive orders from only one superior.5)Unity of directio n.The organization should have a single plan of action to guide management and workers.6)Subordination of individual interests to the general interest.The interests of any one employee or group of employees should not take precedence over the interests of the organization as a whole.7)Remuneration. Workers must be paid a fair wage for their services.8)Centralization.This term refers to the degree to which subordinates are involved in decision making.9)Scalar chain.The line of authority from top management to the lowest ranks is the scalar chain.10)Order. People and materials should be in the right place at the right time.11)Equity. Managers should be kind and fair to their subordinates.12)Stability of tenure of personnel.Management should provide orderly personnel planning and ensure that replacements are available to fill vacancies.13)Initiative. Employees who are allowed to originate and carry out plans will exert high levels of effort.14)Esprit de corps.Promoting team spirit will build harmony and unity within the organization.3. How to create the “right” environment for innovation?1) Structural VariablesAdopt an organic structureMake available plentiful resourcesEngage in frequent interunit communicationMinimize extreme time pressures on creative activitiesProvide explicit support for creativity2) Cultural VariablesAccept ambiguityTolerate the impracticalHave low external controlsTolerate risk takingTolerate conflictFocus on ends rather than meansDevelop an open-system focusProvide positive feedback3) Human Resource VariablesActively promote training and development to keep employees’ skills current. Offer high job security to encourage risk taking.Encou rage individual to be “champions” of change.4. How managers motivate employees?1) Recognize individual difference2) Match people to jobs3) Use goals4) Ensure that goals are perceived as attainable5) Individualize rewards6) Link rewards to performance7) Check the system for equity8) Use recognition9) Show care and concern for your employees10)Don’t ignore money11。
Chap07-14
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Licensing许可经营 P206
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Exporting
– Indirect exporting间接出口
• The company sells to a buyer in the home country who in turn exports the product.
– Direct exporting直接出口
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Contract manufacturing合同制造 P208
Company provides technical specifications to a subcontractor（分包商） or local manufacturer公司为分包商或者当地制造 商提供技术规范
Strategic international alliance
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Which strategy should be used?
It depends on: Market characteristics Company capabilities and desire
– – – – Patent Trade secret Trade mark Product formulations产品配方
© 2005 Prentice Hall
Example: Bell laboratories at AT&T licensed the transistor technology to Texas Instruments for royalties of 5 percent of the ex-factory price of all products .
战略联盟(Strategic Alliance)
战略联盟(Strategic Alliance)2008-06-061人分享此文什么是战略联盟?战略联盟就是两上或两个以上的企业或跨国公司为了达到共同的战略目标而采取的相互合作、共担风险、共享利益的联合行动。
有的观点认为战略联盟为巨型跨国公司采用，但这决不仅限于跨国公司，作为一种企业经营战略，它同样适用于小规模经营的企业。
当然，由于产品的特点、行业的性质、竞争的程度、企业的目标和自身优势等因素的差异，企业间采取的战略联盟形式自然也呈现出多样性。
如联合技术开发、合作生产与后勤供应、分销协议、合资经营等。
普辛克（V·Pucik）教授认为公司建立战略联盟主要应强调如何利用技术变化带来好处，以及如何对世界市场上不断加深的竞争性作出反应。
他将战略联盟分为五种：因技术变动而建立的联盟，交叉许可证等；合作生产和OEM协议；联合销售或联合分销；共同开发产品项目；共同开发产品项目。
25种全球最流行的管理工具:目录1 客户关系管理(Customer Relationship Management,CRM)2 全面质量管理(Total Quality Management,TQM)3 顾客细分（Customer Segmentation）4 外包（Outsourcing）5 核心能力6 供应链管理(Supply Chain Management ,SCM)7 战略规划（Strategic Planning）8 业务流程再造（Business Process Reengineering,BPR）9 知识管理（ Knowledge Management,KM）10 使命书和愿景书11 平衡记分卡(The Blanced ScoreCard,BSC)12 作业导向管理13 忠诚度管理14 六西格玛(6σ)15 战略联盟（Strategic Alliance）16 基准管理（benchmarking）17 变革管理计划（Change Management）18 增长战略（Growth Strategies）19 经济附加值增值分析(Economic Value Added,EVA)20 价格优化模型（Price Optimization Models）21 开放市场创新22 规模定制(Mass Customiza．tion，MC)23 情景设定和突发计划(Scenario Planning)24 海外经营25 射频识别(Radio Frequency Identification，RFID)战略联盟产生的背景企业战略联盟的出现绝不是偶然的，它是时代发展的产物。
外企咨询单位常用英语单词
Aabsorption of costs 成本分配accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略acquisition new-product development strategy 新产品开发收购战略activity-based costing 以活动为基础的成本系统adaptation to market variations 适应市场变化adaptive positioning 适应性定位additions to existing product lines 现有产品线的增加adequate size 准确的大小/足够的规模administered vertical marketing systems 管理式垂直营销系统administrative relationships 管理关系adopter categories 采购者的类型adoption process 采购过程advertising and market segmentation 广告与市场细分advertising and sales promotion 广告和销售促进advertising effects 广告效果advertising ethics 广告伦理道德advertising feedback 广告反馈advertising frequency 广告频率advertising media 广告媒体advertising message 广告信息advertising reach 广告接受人数advertising source 广告信息来源aerobic enthusiasts 增氧健身运动爱好者affinity club 同族俱乐部after tests 事后测试agent middleman 代理商agent/merchant middleman 代理中间商allowance 折让alteration 退换AMA Code of Ethics 美国营销协会职业道德标准analysis of data 数据分析analyzer strategy 分析者战略Anderson 安达信annual marketing plan 年度营销计划annual requirement purchasing arrangement 年度采购需求计划anticipatory positioning 预见性定位anti-pollution legislation 反污染立法anti-trust legislation 反托拉斯立法Apple Computers 苹果电脑area structure 地区结构aspiration/expectation level 渴望/期望水平aspirations of consumers 消费者渴望assurance 保证AT&T 美国电报公司ATM <automatic teller machine> 银行自动柜员机attitudes of consumers 消费者态度attributes 属性audiences 受众auto repair 汽车维修automation services 自动服务automobile industry 汽车产业autonomy 自主权availability 可获得性/供货能力avante guardian 前卫派Avon 雅芳awareness 〔产品知晓度/知名度Bbaby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化banner advertisements 横幅标语广告bar codes 条形码barter 实物交易basic physical needs 基本生理需要Bausch & Lomb 博士伦BCG Grow-Share Matrix 波士顿增长-份额矩阵before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benchmarking 基准benefit clusters 利益群体benefits 利益Benz 奔驰billing 帐单biological revolution 生物革命birth rate 出生率blanket purchase order 一揽子采购合同blind-paired comparison testing 双盲比较测试Blockbusterblue collars 蓝领BMW 宝马Boeing 波音bottom line 底线/盈亏一览结算线brand awareness 品牌意识/认知brand extensions 品牌扩展brand loyalty 品牌忠诚度brand mark 品牌标志brand name 品牌名称brand positioning 品牌定位brand recognition 品牌识别brand strategies 品牌战略brand 品牌branding strategy 品牌化战略branding 品牌化brand's equity 品牌的价值break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性bribery 贿赂British Airways 英国航空公司brokers 经纪人budgeting 预算bundle 捆绑Bureau of Census 人口统计局Burger King 汉堡王busines strength rating 商业能力评分business plan 商业计划business position 经营地位business sector 商业部门business services markets 商业服务市场business strategies 经营战略business unit strategy 经营单位战略Business Week 《商业周刊》buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buyers 采购者buying behavior 购买行为buying center 采购中心buying inertia 购买惯性buying intention 购买意图buying offices 连锁商店的进货中心buying power indes <BPI> 购买力指数buying situation 采购情况/类型buying task 采购任务Ccable TV 有线电视Cadillac 凯迪拉克Campbell's Soup 金宝汤业公司capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类cash discounts 现金折扣catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类Caterpillar Tractor 卡特皮勒公司Cathay Airlines 国泰航空公司CBS Records 唱片公司CBS 哥伦比亚广播公司centralization 集中化chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel conflicts 渠道冲突channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织结构channel management 渠道管理channel objectives 渠道目标channel of distribution 分销渠道channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策channels of communication 传播渠道Charles Snow 查尔斯·斯诺Cherokee 切诺基chevrolet 雪佛莱choice criteria 选择标准Christian Dior 克里斯汀·迪奥〔世界著名时装品牌Chrysler 克莱斯勒Citi Corp 花旗银行closing a sale 结束销售clothing retailers 服装零售商CNN 美国有线新闻网co-branding 联合品牌code of ethics 〔职业道德标准coercive power 强制权cognitive dissonance 认识的不协调Colgate-Palmolive 高露洁collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟combination compensation plan 结合式薪酬方案Comdex 计算机展销会commercialization 商业化commitment 承诺communication channels 传播渠道communication process 传播过程communication 信息交流/沟通communications media 传播媒体company personnel 公司员工Compaq 康柏comparative advertisements 比较广告comparison of brands 品牌比较compensation deals 补偿处理compensation plan 酬金方案compensation/rewards 酬金/奖励compensatory 补偿性的competition and industry evolution 竞争和行业演变competition-orientated pricing 竞争导向定价法competitive advantage 竞争优势competitive <supply-side> evolution 竞争〔供方演变competitive factors 竞争因素competitive intelligence 竞争情报/信息competitive parity promotion budgeting 竞争均势促销预算法competitive strategy 竞争战略competitive strength 竞争优势/能力competitor analysis 竞争者分析complaint handling 投诉处理component materials and parts markets 组成材料和零部件市场computerized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者〔购买决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumer goods 消费品consumer markets 消费品市场consumer needs 消费者需求consumer packaged-goods firms 消费者包装食品公司consumer promotion 消费者促销consumer tests 消费者测试consumer/household market 消费者/家庭市场consumers' perceptions 消费者感知consumption 消费contests 竞赛contingency planning 权变计划contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际贡献〔贡献毛利分析contributrion margin 边际贡献control strategies 控制战略convenience food stores 便利食品商店convenience goods 便利品convenience 服务的便利性Cool Whip 清凉维普co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition <CBP> 核心利益方案/提议corollary-data method 推定数据法corporate HQ 公司总部corporate scope 公司〔经营围corporate strategy 公司战略corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost analysis 成本分析cost effectiveness 成本有效性cost leadership strategy 成本领先战略cost of capital 资本成本cost of goods sold <COGS> 产品销售成本cost reductions 降低成本产品cost-and-volume relationship 成本-数量关系cost-oriented pricing 成本导向定价法cost-plus/mark-up pricing 成本加成/溢价定价法costs and benefits of marketing functions 营销职能的成本和效益costs of competitors 竞争者成本costs of distribution 分销成本countertrade 对等贸易coupons 优惠券courtesy 礼貌coverage of geographic market 地域性市场的围coverage of relevant retailers 相关零售商的销售围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 交叉弹性customary pricing 习惯性定价法customer analysis 顾客分析customer contact 顾客接触customer demand 顾客需求customer intimacy 顾客亲密度customer loyalty 顾客忠诚度customer need 顾客需要customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保留customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer service 顾客服务customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customers' preferences 顾客偏好customers' price sensitivity 顾客的价格敏感度customizing 定制Ddata collection 数据收集data confidentiality 数据data research 数据研究data sources 数据来源dealers 经销商deceptive advertisements 欺骗性广告deciders 决策者declining markets 衰退市场decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位delivery time 交付时间delivery 配送Dell Computers 戴尔计算机公司Delta Airlines 三角洲航空公司demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境department stores 百货商店dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差别反应differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异differentiation strategy 差异化战略differentiation 差异化diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接成本盈利性分析direct mail 直接邮寄direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability <DPP> 直接产品盈利性/利润率direct selling 直销discount rate 贴现率discount stores 折扣商店discount 折扣discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价格调整discriminatory pricing adjustments 歧视定价调整disjunctive model 分离模型display space 列空间disposable income 可支配收入dissonance-attribution hierarchy 不和谐-归属层次结构distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distribution channel 分销渠道distribution decisions 分销决策distribution policies 分销策略distribution 分销distributor/store <private lables> brands 分销商/私有品牌distributors 分销商diversification 多元化divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国目标市场定位的营销战略dropping products 放弃产品dry cleaning 干洗dual/two channel distribution systems 双重分销系统duplication 〔媒体重复DuPont 杜邦公司durability 耐用性Eearly vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权economies of scale 规模经济education services 教育服务effectiveness 有效性efficiency 效率Electrolux 伊莱克斯emergency goods 急需品Emerson Electric 爱默生电气emotional appeals 情感诉求empathy 移情作用empirical evidence 经验性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering 〔产品工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit 〔公司伦理审计ethics of marketing 营销伦理道德ethnic composition 种族构成European Community 欧共体evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供应商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估event sponsorship 事件赞助event 活动everyday low-price <EDLP> 天天低价evoked set 引发的组合evolution of market 市场演变exchange 交换exclusive dealing 独家销售exclusive distribution 独家分销executive summary 执行摘要exhibition media 展示广告媒体existing market 现有市场exit barriers 退出壁垒expansion path 扩途径expectation measures 〔顾客预期测度expectations of customers 顾客期望expected unit sales 预计产量expected value 期望价值experience curve 经验曲线experimental research 实验性研究expert power 专长权exploratory research 探索性研究export agents 出口代理〔商export jobbers 出口批发商export management company 出口管理公司export merchants 出口贸易商export 出口exporting 出口商品extended use strategy 扩大使用战略extending volume growth 扩大市场份额external data sources 外部数据来源external environment 外部环境extrapolation of past sales trends 过去销售趋势推测法Ffacilitating agencies 辅助/中介机构factor analysis 因素分析法fads 时尚family branding 家族品牌family life cycle 家庭生命周期family structure 家庭结构farm products 农产品fast-moving consumer goods <FMCG> 快速变动的消费品fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code 〔FTC> 联邦贸易法案FedEx <Federal Express> 联邦快递feedback data 反馈数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观fixed costs 固定成本fixed salary 固定工资flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织结构FOB origin pricing FOB产地定价法focus strategy 集中战略followers 追随者Ford 福特公司foreign middlemen 国外中间商forestry 林业formalization 形式/规化formulate 制定fortress/position-defence strategy 防御堡垒战略Fortune 《财富》杂志forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费free goods 免费商品freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全成本盈利性分析full-service wholesalers 全方位服务的批发商functional competencies and resource allocation职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织结构functional performance 功能性能functional strategy 职能战略Ggames 比赛gap 差距gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Electric <GE> 通用电气General Foods Corporation 通用食品general merchandise discount chains 大众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global expansion 全球扩global marketing control 全球营销控制global markets 全球市场global niche strategy 全球机会战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场globalization 全球化global-market expansion 全球市场扩goals 总目标going-rate/competitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制greenhouse effect 温室效应grey market 灰色市场gross domestic product <GDP> 国生产总值gross margin 毛利gross national product <GNP> 国民生产总值gross profit 毛利gross rating points <GRPs> 总级别指数group/category product manager 类别产品经理growing markets 成长市场growth rate of market 市场增长率growth stage of product life cycle 产品生命周期的成长阶段growth-extension strategies 增长扩战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保guarantees 保证Gucci 古琦〔世界著名时装品牌HHaagen-Dazs 哈根达斯hard technology 硬技术Harvard Business Review 《哈佛商业评论》harvest 收获harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations <HMOs> 〔美国卫生保健组织heavy buyer 大客户Heileman Brewing CompanyHeinz 亨氏食品helpfulness 有益性Henkel 汉高Hertz 赫兹〔美国汽车租赁巨头Hewlett-Packard 惠普公司hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触服务系统high-involvement product 高参与产品high-involvement purchase 高参与购买hight market share 高市场份额战略Hilton 希尔顿Holiday Inns 假日旅馆homogeneous market 同质市场Honda 本田household/family life cycle 家庭生命周期household 家庭hybrid technology 混合技术IIBM 国际商用机器idea generation 创意的产生/生成ideas for new products 新产品创意/构想idea-screening process 创意筛选过程identification of segments 识别细分市场Illinois Tool Works 伊利诺斯工具厂image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs营销计划的执行和控制implementation 实施improvements in or revisions of existing products现有产品的改良或修正impulse buying 冲动购买impulse goods 冲动购买品incentives 激励income 收入increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接成本盈利性分析individual brand 个别品牌individual value 个人价值industrial goods & services 工业产品和服务industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matrix行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infocommunications industry 信息通信行业infomercials 商业信息广告information age 信息时代information search 信息搜集information technology 信息技术information 信息informative 告知性的ingredient 成份in-home personal interview 个人家庭访谈in-house use tests 部使用测试innovation 创新innovativeness 创新性installation 设施in-store display 店展示in-store positioning 店布局in-store promotion 店促销intangibles 无形integrated marketing communication plan <IMC> 整合营销传播计划integration of perception 感知整合integration 整合Intel 因特尔intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体interest rates 利率internal data sources 部数据来源internal marketing 部营销internal organizational structure 部组织结构international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 服务的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告JJaquar 美洲豹Jell-O 吉露jobbers 批发商Johnson & Johnson 强生joint ventures 合资jury of executive opinion 行政管理人员群体意见法just noticeable difference <JND> 恰巧注意到的差异just-in-time <JIT> management system 准时制管理体系just-in-time purchasing arrangements 及时采购安排KKao 花王Keiritsu 凯莱通Kellogg 凯洛格公司Kentucky Fried Chicken <KFC> 肯德基key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification 确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户Kmart 凯玛特Kodak 柯达Komatsu 小松公司Kraft 卡芙Llaboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级结构legal services 法律服务legislation 立法legitimate power 法定权level of compensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 维·史特劳斯Levi's 列维斯〔全球最大的牛仔服制造商lexicographic model 词典编纂模型lifestyle 生活方式limited-service wholesalers 有限服务的批发商line extension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价location 位置lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客Louis Vuitton 路易·威登〔法国著名时尚品牌low-contact service system 低接触服务系统low-cost defender 低成本防御型low-cost position 低成本地位low-involvement hierarchy 低参与程度层级结构Lucent Technologies 朗讯科技Mmacro risks 宏观风险macroenvironment 宏观环境macrosegmentation 宏观细分mail-order retailers 邮购零售商maintaining market share 保持市场份额maintenance strategy 保持战略management overhead 管理费mandatory adaptation 强制性适应manufacturer brand 制造商/全国性品牌manufacturers' agents/representatives 生产商的代理商/销售代表manufacturers' export agents <MEA> 制造商出口代理manufacturers' sales offices/branches 生产商的销售办事处/分支机构manufacturing process 制造过程manufacturing 制造业market aggregation strategy 整体市场战略market attractiveness factors 市场吸引力因素market attractiveness 市场吸引力market attractiveness/business position matrix 市场吸引力/业务地位矩阵market circumstances 市场环境market demorgraphics 市场人口分布/统计特征market dimension 市场量度market entry strategies 市场进入战略market exclusion 市场排斥market expansion strategy 市场扩战略market factors 市场因素market followers 市场跟随者market growth rate 市场增长率market hirarchy 市场等级market inclusion 市场纳入market leaders 市场领导者market measurement 市场测量market opportunity analysis 市场机会分析market oriented 以市场为导向的market position factors 市场地位因素market positioning analysis 市场定位分析market potential measurements 市场潜力测度market research 市场研究market segment 细分市场market segmentation 市场细分market share 市场份额market targeting 目标市场选择market 市场marketability 市场开拓能力market-entry strategies 市场进入战略marketing action plan 营销行动计划marketing audit 营销审计marketing channel 营销渠道marketing codes of conduct 营销行为规marketing communication 营销沟通/传播marketing concept 营销观念marketing control 营销控制marketing decision support systems <MDSS> 营销决策支持系统marketing environment audit 营销环境审计marketing flows and functions 营销过程和职能marketing function area audit 营销功能领域的审计marketing implications of 对营销的影响marketing information system 营销信息系统marketing institutions 营销机构marketing management 营销管理marketing message 营销信息marketing mix 营销组合marketing policy 营销策略marketing productivity area audit 营销生产力领域的审计marketing program components 营销计划容marketing program 营销计划/方案marketing relationship 营销关系marketing research 营销研究marketing strategy 营销战略market-management organizational structure 市场管理组织结构mark-up price 产品/溢价价格Marlboro 万宝路Marriott Hotel 万豪酒店mass-market penetration strategy 大规模市场渗透战略mass-market strategy 大市场战略matrix organizational structure 矩阵组织结构Matsu****a 日本松下电子mature conformists 成熟的随大流者mature markets 成熟市场mature stage of product life cycle 产品生命周期的成熟阶段McDonald's 麦当劳McDonnell Douglas 麦道公司MCI电讯公司〔前世界通信公司MDSS <Marketing-Decision Support System> 市场决策支持系统measurability 可测度性measure or index 测量指标measurement criteria 计量标准media audiences 媒体受众medical and health services 医疗卫生服务Medico Containm''ent Servicesmemory of consumers 消费者记忆Mercedes-Benz 梅赛德斯-奔驰Mercer Management Consulting 美国美智管理顾问公司merchandising 推销merchant middlemen 国贸易中间商merchant wholesalers 商业批发商message structure 信息结构Michael Porter 迈克尔-波特micro risks 微观风险microsegmentatioin 微观细分Miller Tyding ACT, USA 米勒·泰丁法案minging 矿业Minnesota Mining and Manufacturing Company <3M>明尼达矿业和制造公司Minolta 美能达miscellaneous sources 多方面来源mission 宗旨missionary selling 推销式销售Mitsubishi Heavy Industries 三菱重工modified rebuy 调整再购monosegment positioning 单一细分市场定位Monsanto 孟山都农业生物技术公司moral appeals 伦理/道德诉求morals 道德Motorola 摩托罗拉multichannel distribution 多渠道分销multidimensional scaling 多维等级法multilevel selling 多级销售multinational coporations <MNCs> 跨国公司multiple test markets 多测试市场multiple-brand strategy 多品牌战略multiple-factor index 多因素指数法multisegment positioning 多重细分市场定位mutual trust 相互信任NNabisco Biscuit 纳贝斯克饼干公司national account management 全国性客户管理national market 国市场National Semiconductor 美国国家半导体公司natural products 天然产品NEC 日本电子Nescafé雀巢咖啡Nestlé雀巢net sales 净销售额network computer <NC> 网络计算机new business selling 新业务销售new buy 购入新产品new entrants 新进入者new markets 新市场new materials 新材料New Prod screening model 新普罗德筛选模型new product lines 新产品线new products 新产品new-product development 新产品开发new-product ideas 新产品创意Newsweek 《新闻周刊》new-task buying 全新采购new-to-the-world products 世界性新产品niche penetration strategy 壁龛/机会市场渗透战略niche-market strategy 壁龛市场战略Nike 耐克Nissan 尼桑no-brand brand name 无品牌的品牌名称no-frills product 无虚饰产品noise in communication system 传播系统中的噪音non-financial rewards 非物质性奖励措施non-probability sampling 非概率抽样non-profit organization 非盈利组织non-store retailing 无店铺零售业number of stockouts 迟滞数目Oobject-and-task method of promotion budgeting 目标-任务促销预算法objectives and strategy area audit 目标与战略领域的审计objectives 具体目标observation 观察法occupancy costs 房屋占用成本occupation/position 职业/职位odd pricing 奇/余数定价法OEM <original equipment manufacturer> 原始设备制造商oeverall quality 总体质量off-invoice discounts 发票之外的折扣offsets 抵消交易Omega 欧米加on-air testing 广播测试OPEC <Organization of Petroleum Exporting Countries>欧佩克〔石油输出国组织opening relationships 建立关系operating supplies 生产供应品operational excellence 运作管理水平opinion leaders 意见领导者opportunity cost 机会成本opportunity identification 机会识别opportunity/threat matrix 机会/威胁矩阵order cycle time 订货周期order processing 订单处理organisational level 组织层次organizaitonal requirement planning 组织需求计划organization area audit 组织领域的审计organization buying center 组织采购中心organizational customer 组织顾客organizational direct selling 组织直销organizational markets 组织市场organizational purchasing 组织采购organzational structure 组织结构outdoor enthusiasts 户外运动爱好者out-of-home media 户外广告媒体overall cost leadership 全面成本领先overheads 日常开支overseas direct investment 海外直接投资ownership of new product 新产品所有权PPacific Electric 太平洋电气packaging 包装panel of experts 专家小组parentage 渊源parties involved 交换中的各方payment terms 支付条款pay-off control 支出控制penetration pricing 渗透定价Pepsi-Cola 百事可乐perceived customer value 顾客感知价值perceived quality 感知到的质量perceived value 感知到的价值percentage of sales promotion budgeting method销售额百分比促销预算法perceptions of consumers 消费者感知/理解perceptual <product> pisitioning 感知〔产品定位perceptual map 感知图perceptual organization 感知组织perceptual vigilance 感性的警惕performance dimension 业绩标准performance evaluation 业绩评估performance measures 表现/业绩测度performance objective 绩效目标performance standards 绩效标准performance 功能perishability 非持久性personal selling 人员推销personal sources 个人的信息来源personnel development 人力资源开发persuasive 说服性的pharmaceuticals industry 医药行业physical <product> positioning 物理〔产品定位physical descriptors 物理变量physical distribution 实物分销Pillsbury 皮尔斯博瑞pioneers 先入者Pizza Hut 必胜客place utility 地点效用planning and control system area audit 计划与控制系统领域的审计point of sale information 销售点信息point-of-purhcase <POP> promotion 采购点促销point-of-sales <POS> data 销售点数据pontificator 保守派popularity 通用性population trends 人口趋势portfolio models for resource allocation 资源配置的资产组合模式position intensity 地位集中程度positioning 定位possession utility 拥有效用post-purchase dissonance 购买后的不协调post-purchase evaluation 购买后评估post-purchase/after-sale service 售后服务potential advantages 潜在优势potential customer 潜在顾客potential market 潜在市场potential target market 潜在目标市场power in distribution 分销权力power of buyers 购买者能力power of suppliers 供应商能力predatory pricing 掠夺性定价法pre-empting scarce resources 先占稀缺资源preferential treatment 特惠待遇premiums 额外奖励present competitors 现有的竞争者presenting sales message 提供销售信息pre-test market research 测试前市场研究price discrimination 价格歧视price elasticity of demand 需求的价格弹性price fixing 价格设定price leaders 价格领导者price lining 价格排列定价法price promotion 价格促销price quotation 报价price sensitivity 价格敏感度price structure 价格结构price 价格price/earnings ration 价格/收益比price-off promotions 降价促销price-setting process 定价过程pricing adjustments 定价调整pricing policies 价格策略pricing 定价primary demand 基本需求primary sources 第一类/主要数据print media 印刷媒体private/for-profit organization 私营/盈利性组织PRIZM <Potential Rating Index for Zip Markets>按邮政区划为基础的潜力等级指数proactive new-product development strategy 进取型新产品开发战略probability sampling 概率抽样problem formulation 界定问题problem identificatioin 确定问题process management 过程管理Procter & Gamble <P&G> 宝洁公司product line 产品线product availability 产品的可获得性product category 产品类别product class 产品类别product decisions 产品决策product design 产品设计product development 产品开发product dimension or attributes 产品维度/属性product evolution 产品演变product features 产品特征product intent share 产品倾向份额product leadership 产品领导能力product life cycle <PLC> 产品生命周期product life cycle curve 产品生命周期曲线product line 产品线product manager audit 产品经理审计product offering 供应品product organizaiton of salesforce 按产品组织销售队伍product policies 产品策略product positioning 产品定位product quality 产品质量product scope 产品围product space 产品位置product specifications 产品规格product systems 产品体系product type 产品类型product usage 产品用途product 产品product<ion>-oriented organization 产品/生产导向型组织production 生产product-line pricing adjustments 产品线定价调整product-management organizational structure 产品管理组织结构product-market entry control 产品－市场进入控制product-related behavioral descriptors 与产品相关的行为变量product's market characteristics 产品的市场特征product-use testing 产品使用测试pro-environment 环保profit impact of market strategy <PIMS> 市场战略的利润影响profitability analysis 盈利性分析profitability 盈利性/盈利能力profitable survivor strategy 有利可图的生存者战略project-company resource compatibility 项目与公司资源的协调性projected profit-and-loss statement 预计损益表projective tests 投影测试promotion decisions 促销决策promotion mix 促销组合promotion policies 促销策略promotion 促销promotional allowance 促销折让promotional effort 促销努力promotional pricing 促销定价promptness 及时性propector strategy 探索型战略prospecting for customers 寻找顾客psychographics 心理统计特征psychological cost 心理成本psychological pricing 心理定价法public organization 公共组织public relations 公共关系public utilities 公共设施publicity 公共宣传pull strategy for control of distribution channels分销渠道控制的拉式战略pupil dilation 瞳孔扩purchase predisposition 购买倾向purchasing agent 采购代理purchasing contract 采购合同purchasing manager/agent 采购经理／代理purchasing power perity <PPP> 购买力平价指数push money/spiffs 佣金push stragtegy for control of distribution channels分销渠道控制的推式战略Qqualifying prospects 审查潜在顾客资格quality dimensions 质量维度quality 质量quantity discount 数量折扣question marks 问题类questioning 询问法quotas 定额R。
供应链管理 6 Strategic Alliances
6.4.1 Types of RSP
• Quick Response(快速响应 快速响应) 快速响应 • Continuous Replenishment(连 连 续补货) 续补货 • Vendor Managed Inventory (供 供 应商管理库存) 应商管理库存
设计
生产发动机
生产零件和装配
销售
6.2 战略联盟的框架
• 6.2.1 战略联盟的目标
• • • • • • • 增加产品的价值 改善市场进入 强化运作管理 增强技术力量 促进战略成长 增进组织技能 建立财务优势
1.增加产品的价值 增加产品的价值
• 例子
– 改善上市时间
• 缩短提前期
– 增加分销次数 – 互补产品线 – 有利増强产品的品牌
战略联盟: 供应链上的位置、企业资源以及专业技能， 战略联盟: 供应链上的位置、企业资源以及专业技能， 共同决定了供应链中最适合履行某项特定职能的企业。 共同决定了供应链中最适合履行某项特定职能的企业。
例如：美国福特汽车公司在推出新车 例如：美国福特汽车公司在推出新车Festiva时，就是采取新 时 车在美国设计，在日本的马自达生产发动机，由韩国的制造厂生 车在美国设计，在日本的马自达生产发动机， 产其他零件和装配，最后再运往美国和世界市场上销售。 产其他零件和装配，最后再运往美国和世界市场上销售。
Chapter 6 Strategic Alliances
Contents
• 战略联盟的概念 • 战略联盟选择的框架 • 战略联盟的三种型式 – 第三方物流 – 零售商 供应商伙伴关系 零售商-供应商伙伴关系 – 经销商一体化
产品经理(PPT)
产品 经理 圣经 (chǎnpǐn)
1. 策略管理 2. 市场区隔 与 产品定位 3. 管好广告公司 4. 顾客行为 与 行销研究 5. 促销总论
6. 销售预估
7. 预算编订(biān dìnɡ) 8. 通路行销
STARBUCKS COFFEE
FedEx
贵公司从事什么(shén me)行业?
台湾水泥台湾铁路局(wénkù)专用第二十六页，共二百二十三页。
26
关键(guānj二百二十三页。
27
8. 策略 联盟 (cèlüè) Strategic Alliance
第十六文页，库共(二w百é二n十k三ù页)。专用
16
个案 讨论 (ɡè àn) 1:
AOL &a百二十三页。
17
策略 矩陣 (cèlüè) Strategic Matrix
價值鏈 + 策略 形態 (cèlüè)
價值鏈＞＞＞＞＞＞＞＞＞＞＞＞＞＞＞＞＞ 策略形態
競 爭 範 籌
廣大市場百二十三页。
差異化 差異集中
差異
11
3. 策略 之： (cèlüè) 能做什么？
企业之资源
企业之长处与弱点
企业之时机与威胁
经营目标
创业者之人格百二十三页。
12
竞争 优势 (KSF) (jìngzhēng)
第三十页，共二百二十三页。
30
The Rationale-2: 超分工(fēn gōng)
以全球角度看，顾客的需求与偏好愈趋多 样；科技开展日新月异；少有企业单独开 发所有相关的技术(jìshù)。
为了突破，也为降低投入费用与二十三页。
管理学术语英文对照解释
9、Organizing : 组织
Management function that involves the process of determining what tasks are to be done, who is to do them. How the tasks are to be grouped, who reports to them, and where decisions are to made.
指激励下属，影响工作中的个体或团队，选择最有效的沟通渠道，或者以任何方式处理雇员的行为问题的职能。
11、Controlling: 控制
Management function that involves monitoring actual performance ,comparing actual to standard, and taking action, if necessary.
处于或接近组织顶层，承担着制定广泛的组织决策,为整个组织制定计划和目标的责任。
5、Management :管理
The coordinating work activities so that they are completed efficiently and effectively with and through other people
产业革命：机器动力的出现而带来的产量的增加及运输效率的提高。
3、Scientific management: 科学管理
The use of scientific method to determine the “one best way” for a job to be done.
电子商务（英文版）课后作业及答案
电子商务(英文版)课后作业及答案Chapter1 Introduction to Electronic Commerce1、One definition ：Electronic CommerceThe The electronic electronic electronic commerce commerce commerce is is is used used used in in in its its its broadest broadest broadest sense sense sense and and and includes includes includes all all business activities that use Internet technologies. 2、Three important thinking points ：Business Models, Revenue Models, Business ProcessBusiness Business model model model is is is a a a set set set of of of processes processes processes that that that combine combine combine to to to achieve achieve achieve a a a company’s company’s primary goal which is typical to yield a profit. Revenue Models is a specific collection of business processes used to identify customers, market to those customers, and generate sales to those customers. The idea is helpful for classifying revenue-generating activities for communication and analysis purposes. Business processes include purchasing raw materials or goods for resale, converting materials and labor into finished goods, managing transportation and logistics, hiring and training employees, managing the finances of the business, and many other activities.3、Three theoretical points: Value chains, Strategic alliance and SWOTValue chains is a way of organizing the activities that each strategic business unit undertakes to unit undertakes to design, produce, design, produce, promote, market, deliver, and support the products or service it sells. Strategic alliance is the relationship that companies coordinate their strategies, resources, and skill sets by forming long-term, stable relation with other companies and individuals based on shared purpose. SWOT analysis is including strengths, weaknesses, opportunities and threats. It’s It’s one one one popular popular popular technique technique for for analyzing analyzing analyzing and and and evaluating evaluating evaluating business business business opportunities. opportunities. The analyst first looks into the business unit to identify its strengths and weaknesses. Then the analyst reviews the environment in which the business unit operates and identifies opportunities presented by that environment and the threats posed by environment. Chapter2 Technology I nfrastructure: Infrastructure: T heThe Internet and the World Wide Web 1、P92 Review Questions 5P57 P57 Intranet Intranet Intranet and and and Internet Internet Internet compared, compared, compared, it it it can can can be be be said said said that that that the the the Internet Internet Internet is is is a a worldwide network and intranet is the implementation of Internet technology in the in-house, it can with little cost and time will enterprise internal information from from a a a large large large number number number of of of resources, resources, resources, reasonable reasonable reasonable transfer transfer transfer to to to everyone. everyone. everyone. Intranet Intranet Intranet for for enterprise provides a can make full use of the communication lines, economic and effective effective to to to establish establish establish intranet intranet intranet scheme scheme scheme and and and Intranet Intranet Intranet applications, applications, applications, enterprises enterprises enterprises can can effectively carry on financial management, supply chain management, inventory management, customer relationship management and so on. Chapter3 Selling o non the Web: Revenue Models and Building a Web Presence P174 Review Questions 3P158 Channel Channel conflict conflict conflict refers to refers to the activities that a member of a channel channel is is engaged in or is not conducive to the organization to achieve its own goals, and then all kinds of contradictions and disputes. Distribution channel channel design is design is the channel members in different angles, different interests and different methods and so so on, on, on, under under under the the the influence influence influence of of of many many many factors; factors; factors; therefore, therefore, therefore, the the the channel channel channel conflict conflict conflict is is inevitable. To To resolve resolve resolve conflicts conflicts conflicts through through through persuasion persuasion persuasion is is is to to to use use use leadership. leadership. leadership. In In In essence, essence, persuasion persuasion is is is the opportunity to the opportunity to c ommunicate with the channel communicate with the channel members of the conflict, which emphasizes the influence of the behavior rather than the information sharing, but also in order to reduce the conflict caused by the division of labor. The goal of the negotiation is to stop the conflict between members. Compromise may avoid conflict, but it can't solve the root cause of the conflict. exist, it will eventually lead to conflict. In As long as the pressure continues to fact, negotiation is a method of channel members to bargain. In the course of the negotiations, each member will give up some things to avoid the conflict, but the use of negotiation or persuasion to see members of the communication skills. In fact, when the conflict is resolved by the above method, each member needs to form an independent strategy to ensure that the problem can be solved. Chapter4 Marketing on the Web1、Two Market Strategies (Web Market Segmentation)4Cs of MarketingAimed at consumer demand. We must first understand (NEED CONSUMER'S) A imed at consumer demand. We must first understand study and analyze the needs and desires of consumers, rather than to consider what companies can produce products. (COST) The cost that the consumer is willing to pay. First of all, we should understand consumers to meet the needs and desires are willing to pay much money, rather than to make the price of the product, that is, to the consumers to how much money. (CONVENIENCE) Consumer convenience. Products should be taken into account how to facilitate the use of consumers. (COMMUNICATION) Communication with consumers. To the consumer as the center of the implementation of marketing communication is very important, through interaction, communication and other means, the enterprise internal and external marketing integration, the customers and the interests of both sides of the enterprise together.4Ps of MarketingPRODUCT: pay attention to the development of the functional requirements of the product has a unique selling point, the functional requirements of the product in the first place. PRICE: according to the different market positioning, the development of different pricing strategies, product pricing is based on the company's brand strategy, focusing on the gold content of the brand. (PLACE)Distribution: enterprises do not directly to consumers, but to pay attention to the cultivation of the dealer and the establishment of sales network, business and consumer contact is through the distributors to carry out. PROMOTION: enterprises focus on changing the sales behavior to stimulate the consumer, in order to promote the growth of consumer spending in the short term, to attract other brands of consumers or lead to advance consumption to promote sales growth. Market SegmentationNetwork market segmentation refers to enterprises on the basis of investigation and study, according to the network consumer desire to buy, purchase motivation and habits of different, the network marketing is divided into different types of groups, each consumer group constitutes the enterprise of a market segment. Funnel modelThe five tier of the funnel corresponds to each link of the enterprise's search marketing, which reflects the number and loss of customers from the display, click, access, and consultation until the order process is generated. From the maximum amount of the show to the minimum order quantity, this layer of the process of narrowing that there are customers for a variety of reasons to leave, to lose interest in the business or to give up. 2、Several Market TechniquesWeb AdvertisementsWeb Advertisement typesW eb advertising (including Banner, Button, huge vertical edges, etc.) Text link advertising Email advertising Button advertising Sponsorship Advertising combined with content Interstitial ads Home page advertisement Keyword advertising E-mail MarketingIt is a kind of network marketing means to transfer value information to target users through email, under the premise of user's prior permission. Email marketing has three basic elements: user license, e-mail delivery of information, information on the value of the user. Three factors, the lack of a, can not be called effective Email marketing. Email marketing is a direct way to communicate with customers by e-mail. At the same time, it is also widely used in the field of network marketing. E-mail marketing is one of the oldest online marketing practices, it can be said that email marketing than the vast majority of Web site promotion and Internet marketing practices are to be old. Technology-enabled customer relationshipClickstreamClick stream analysisClick stream the concept of pay more attention to the users browse the web site of the entire process, the web log records the user clicks as is figure of "point", and click stream is more like the "point" string together to form the "line." Can also be the point that is the site of the Page, and the line is to visit the site of the Session. So click on the flow of data is collected by the site log, which can contain more information than the web site log, so as to make the results based on click stream data more abundant and efficient. Searching engine positioning and domain names promotionpaid search engine placementIt is through the search engine optimization, search engine rankings and research key words popularity and relevance in the search engine results page to obtain a higher ranking of marketing tools. Search engine optimization of website ranking is very important, because search engine in by crawler or spider) program to collect web data, according to the complex algorithm (each search engine ranking algorithm and method is not the same) to determine the page for a search term correlation and decide the ranking of. When the customer in the search engine to find related products or services, it is through the professional search engine optimization page usually can get a higher ranking. 3、Online brandingAffiliate marketing 关联营销Affiliate marketing is a built in mutually beneficial mutual benefit based on marketing, in cross marketing (cross marketing is refers to the time, money, ideas, activities or presentation space resources integration, for any business to provide a channel for the low cost and to contact more potential customers a marketing method) based on, will be what things, products and brand marketing for relevance, to achieve deep multi guide. At the same time, the related marketing is also a new, low-cost, enterprise in the website to improve the income of marketing methods. Affiliate marketing is sometimes called tying marketing, the current association of sales in many stores have started to use the. Viral Marketing Strategies 病毒营销Viral marketing is refers to the through similar pathology and computer virus transmission modes, namely self-replicating viral propagation process, using existing social networks to enhance brand awareness or to other marketing purposes. Viral marketing is started by the information source, relying on user spontaneous word-of-mouth publicity; achieve a fast roll snowball communication effect. It describes a information transfer strategy, economics known for viral marketing, because this strategy like a virus, transmit information to thousands, hundreds of audience by rapid replication. 。
经典swot分析模板
This is an example text. Go ahead and replace it with your own text. It is meant to give you a feeling of how the designs looks including text.
SWOT ANALYSIS Primary factors
•Strategic alliances, partnerships •Product development •Import, export •Innovation an technology development
T Threats
•This is an example text. •Loss af alliances and partners •Price infaltion/deflation •Strong competition •Competitors new products and innovation
S Strengths
•Advantages •Experience, knowledge •Unique caracteristics •Resources •Geographical advantage, location •Competence, capabilities •Quality, reputation
Strength
This is an example text. Go ahead and replace it with your own text
Strength
This is an example text. Go ahead and replace it with your own text
尽职调查之访谈问题清单【最新】
尽职调查之访谈问题清单【最新】XXX1.Management interview1.1 What is the company's equity structure。
Who composes the board of directors?1.2 What are the company's short。
medium。
and long-term strategic plans?1.3 What do you think is the company's development n。
What should be the future market ning and business n of the company。
What are your thoughts and ns for the company's future development。
(Business ning)1.4 What is the company's current n in the market。
How do you view the company's current development status。
What are its successes and ings?1.5 What kind of company strategy are we currently adopting。
(n。
low cost。
n)1.6 Who is our main XXX?1.7 How do you think the industry will develop in the nextfive years。
What are the XXX?1.8 What is our core competitiveness?1.9 Are there any strategic alliances at present。
Chap-9-Cooperative-StrategiesPPT课件
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14
Business-Level Cooperative Strategy: Introduction
Business level cooperative strategies are used to grow and improve firm performance in individual product markets.
▪ 2. Horizontal CSA: • Partnering firms share resources & capabilities from the same stage of the value chain to create a competitive advantage. • Commonly used for long-term product development and distribution opportunities.
▪ Strategic alliances (SA):
• Can be used at the business level to respond to competitor’s attacks.
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15
BL Cooperative Strategy: Complementary SAs
Complementary Strategic Alliances (CSA):
▪ Firms share some of their resources and capabilities in complementary ways to develop competitive advantages.
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7
Collusive strategies
• Strategic alliances are the primary cooperative arrangements used by firms.
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Why do some strategic alliances persist beyond their useful life?Andrew C Inkpen; Jerry Ross California Management Review; Fall 2001; 44, 1; ABI/INFORM Global
pg. 132
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