第一学期背诵的BEC文章.docx
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第一学期背诵的BEC文章.docx
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第一学期背诵的BEC文章
(1)ReducingBusinessCosts降低经营成本
Costreductionisanimportantfactorinimprovingthestateofabusiness.Itcanobviouslyresultinhigherprofitsandastrongerenterprise.Mostbusinessleadersandmanagerswouldliketoreducecosts,butmanyfinditdifficulttodotherightthings.
Thereareseveralmethodsbusinessleadersormanagersusetoreducecoststhatcanbedamagingtothehealthoftheorganization.Theseincludedownsizing,reducingcustomerservice,andcuttingcornersinproductionmethods.
Downsizing
Somecompanyleadersfeeltheycanreducecostsbysimplydownsizingorreducingthenumberofworkersormiddlemanagers.
IfthisisdoneafterapplyingISO9000anddefiningtheexactroleofeveryone,itmaybeanecessaryandeffectivemethod.Unfortunately,mostcompaniesthatdownsizedosowithoutreallyknowingtheimpactonthecompany’soperations.
Oneofthebiggesteffectsofdownsizingtoreducecostsisthatthegoodemployeesquicklyleavethecompanyforgreenerpastures.Thusthecompanyisleftwiththedeadwoodemployees,whoaresupposedtodotwicetheworkasbefore.
ReducingCustomerService
Customerservicecanbeanuisanceandisoftenexpensive.Sometimescompanieswillreduceoreliminatetheservicetheygivetothecustomers.Unfortunately,aneglectedcustomerisanex-customer.
CuttingCorners
Aquickwaytocutcostsisbycuttingcornersinproductionorservicemethods.Somecompanyleadersfeelthatbyusingcheapermaterialsandlabor,andbyeliminatingpartandsteps,theycancutcostsandsavemoney.
Itistruethatcostsmaybecutintheshortrun,butoftentheproductorserviceisofsuchlowqualitythatrepairandreworkcostsgothroughtheroof.Alsocustomersmaybecomeunhappywiththelowqualityandmoveontoanothersupplier.
Effectivewaystoreducecostsincludetrainingyourworkers,gettingqualitygoodsfromsuppliers,andusingTotalQualityManagement(TQM)tools.Becausetoreducecostsmeanstoreducewaste.Thatiswastedmaterials,wastedeffort,andwastedtime.
TrainWorkers
Inthesedaysofchangingtechnologiesandmethods,itisnecessarytotrainyourworkerstokeepthemuptodate.
GetQualityfromSuppliers
Lowqualitygoodsfromsuppliersareamajorsourceofwaste.Youshouldnotonlytrytogetqualitysuppliersbutalsoworkwithyoursupplierstohelpthemimprovetheiroperationsandqualityofoutput.
TQMTools
ThereareanumberofimprovementmethodsthatcanbeplacedundertheumbrellaofTotalQualityManagement.
Inconclusion,crudemethodstoreducecosts–suchasdownsizing–arenoteffectiveandcanactuallyharmabusiness.Helpingyoursuppliers,trainingyourworkers,andusingTQM–typeimprovementtoolscanhelptoeliminatewasteandimprovetheprofitsofyourbusiness.
(2)Logistics:
TheModernPerspective物流的现代含义
Atitsheart,logisticsdealswithsatisfyingthecustomer.Thisimpliesthatmanagementmustfirstunderstandwhatthoserequirementsarebeforealogisticsstrategycanbedevelopedandimplementedtomeetthem.Customerserviceisthemostimportantoutputofanorganization’slogisticssystem.
Inamorepracticalsense,logisticsreferstothesystematicmanagementofthevariousactivitiesrequiredtomovebenefitsfromtheirpointofproductiontothecustomer.Oftenthesebenefitsareintheformofatangibleproductthatmustbemanufacturedandmovedtotheuser;sometimesthesebenefitsareintangibleandareknownasservices.Theytoomustbeproducedandmadeavailabletothefinalcustomer.Butlogisticsencompassesmuchmorethanjustthetransportofgoods.Theconceptofbenefitsisamultifacetedonethatgoesbeyondtheproductorserviceitselftoincludeissuesregardingtiming,quantity,supportingservices,locationandcost.Soabasicdefinitionoflogisticsisthecontinuousprocessofmeetingcustomerneedsbyensuringtheavailabilityofthefightbenefitsfortherightcustomer,inthequantityandconditiondesiredbythatcustomer,atthetimeandplacethecustomerwantsthem,allforapricethebuyeriswillingtopay.Theseconceptsapplyequallywelltofor-profitindustriesandnon-profitorganizations.
However,logisticscanmeandifferentthingstodifferentorganization.Somefirmsaremoreconcernedwithproducingthebenefits:
theirmanagementfocusisontheflowofrawmaterialsintotheproductionprocessratherthanondeliveringthefinalgoodstotheuser.Somecompaniesaremuchmoreconcernedwiththeflowoffinishedgoodsfromtheendoftheproductionlinetothecustomer.Logisticsinthissituationissometimesreferredtoasphysicaldistribution.Finally,somefirmsviewlogisticsasembracingbothmaterialmanagementandphysicaldistributiontasksintoasinglesupplychainthatlinksthecustomerwithallaspectsofthefirm,sometimesitisreferredtoassupplychainmanagement.
(3)FactorsinPricingDecisions影响定价的因素
Afirmcannotdetermineaproduct’spricewithoutconsideringseveralfactorsthataffectprice.Managersmusttakeintoaccounttheuseofpriceandnon-pricecompetition,supplyanddemand,andconsumerperceptionsofprice.
PriceandNon-priceCompetition
Thepricingdecisionisinfluencedbytheextenttowhichfirmsdecidetousepriceasacompetitivetool.Firmscompetingbasedonpricecompetitiongenerallysetpricesequaltoorlowerthancompetitor’sprices.Theymustbepreparedtochangepricesquicklyandfrequentlyinresponsetocompetitors’pricechanges.Onedrawbacktothisstrategyisthatcompetitorscaneasilyreducetheirpricestocounterit.
Non-pricecompetitioninvolvescompetingbasedonfactorsotherthanprice,suchasqualityorservice.Thisstrategyisusefulinbuildingbrandloyalty.Customerswhopreferabrandforreasonsotherthanpricearelesslikelytoswitchtoabrandthatcostsless.
SupplyandDemand
Thepriceofaproductisalsoinfluencedbytheeconomicforcesofsupplyanddemand.Formostproducts,thequantitydemandedgoesupasthepricegoesdown;demandgoesdownasthepricegoesup.Onthecontrary,thequantitysuppliedincreasesaspricegoesup;supplygoesdownaspricegoesdown.
ConsumerPerceptionofPrice
Pricemaybethetopconsiderationinthebuyingdecisionofsomeconsumers,whiletoothersitmybemuchlessimportant.Theimportanceofpricevariesagreatdealfordifferentproductsanddifferenttargetmarkets.
Buyersgenerallybelievepriceiscloselyrelatedtoquality.Forproductssuchaswin,jewelry,andperfume,ahigherpricesignalshigherqualitytothetargetmarket.Insuchcases,firmscanusepricetoestablishanimageofproductsuperiority.
(4)SelectionofPromotionMixElements营销要素的选择
Variousaspectsofaproductinfluenceafirm’sselectionofpromotionmixelements.Firmssellingindustrialproductsgenerallyemphasizepersonalsellingintheirpromotionmixesanduseadvertising,salespromotion,andpublicitytosupportpersonalsellingefforts.Forconsumerproducts,advertisingistheprimaryelement.Firmsofferingconsumerconvenienceproductspromotethemheavilywithadvertisingandsalespromotion.
Thesize,geographicdistribution,anddemographiccharacteristicsofffirm’stargetmarketgreatlyinfluencethechoiceofpromotionelements.Personalsellingwilllikelybeanimportantelementforthetargetmarketthathasalimitednumberofpotentialcustomers,whileadvertisingandsalespromotionusuallydominatethepromotionmixdesignedtoreachmillionsofpeopleatalowcostperperson.Similarly,personalsellingisgenerallymorepracticalwhenafirm’scustomersareconcentratedinasmallarea;advertisingandsalespromotion,whicharemuchmoreflexible,canbeeasilygearedtomarketsinanygeographicregionwhethersmallandpreciselydefinedorlarge.
Atargetmarket’sdemographics–age,income,education,socialclass,occupation–alsoinfluencethepromotionmix.Afirmmarketingtoteenagerswouldemphasizeadvertising,especiallyontelevision,butrelylessonpersonalselling,salespromotion,orpublicity.Afirmtargetingeducated,financiallywelloffconsumersaged35andolderwouldusepersonalselling,advertising,andperhaps,publicitybutnotconsumersalespromotionactivities,sincecoupons,refunds,andsweepstakesaremoreimportanttolower-andmiddle-incomefamilies.
(5)MediaSelection媒体选择
Oneofthemostimportantdecisionsindevelopinganadvertisingstrategyisthemediathroughwhichtheadtransitsthefirm’smessage.Themediathemarketerselectsmustbecapableofaccomplishingthecommunicationsobjectivesofinforming,persuading,andremindingpotentialcustomersoftheproducts.
Marketresearchshouldidentifythetargetmarketanddetermineitssize,geographicdistribution,anddemographiccharacteristicsandthenmatchtheadvertisementandtheavailablemediawiththetargetaudience.Finally,alternativecostsshouldbecomparedtodeterminethebestpossiblemediapurchase.
Broadcastmediaincludetelevisionandradio.Newspapers,magazines,outdooradvertising(suchaspostersandbulletinsetc.)representthemajortypesofprintmedia.TheInternetisanewmedium.Nowadays,manycompaniesjumptoadvertiseontheInternet.Internetadvertisingcanassistinraisingawarenessofbrands,itismostsuccessfulwhencombinedwithtraditionaladvertisingsuchasTVorprint.
(6)Packaging包装
Packaginginvolvesdesigningaproductcontainerthatwillidentifytheproduct,protectit,andattracttheattentionofbuyers.Itisimportanttobothconsumersandmanufacturers.
Originally,packagesweredesignedmostlyfortheirfunctionalvalue:
theyprotectproductsfromdamageorspoilage.Todaypackagingalsohassignificanceasamarketingtool.Todevelopana
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