Unit2HowtoMakeEffectivePresentation?Apresentationisaclear,conciseandformalspeechthatpresentsideasordeliversinformationtoavarietyofaudienceincludingyoursuperiors,subordinatesandpeers.Itisusuallyaimingatsolvingaspecificproblem,illustratingyourownviews,clarifyingreasonsorexpressingemotions.Inordertomakeaneffectivepresentation,youshouldpaymuchattentiontothegivingpointsasfollows.First,beforethepresentation,youshouldbewellpreparedforit.Youshouldmakeacarefulresearchontheaudience,purpose,place,timeandcontentofyourpresentationwhichshouldbecomprehensive,informative,correct,convincingandthought-provoking.Withthroughpreparation,youwillfeelmoreconfidentandlessnervousandhaveagoodcontrolofyouraudienceandyourpresentation.Withcontrol,youwillbe“incharge”andyouraudiencewilllistenpositivelytoyourmessage.Second,duringthepresentation,especiallyinalongformalpresentation,inordertocommunicatethepointseffectively,youshouldbeabletomaintaintheaudience’sinterest.Youcouldusehumorortellthemsomestoriesrelatedtoyourpresentation.Besides,youcouldaskthemsomequestionsandthengivethemrewardiftheiranswersarecorrect.Lastbutnotleast,youshouldhandlesomepresentationskillsskillfully.Don’tspeakinamonotoneandpaymoreattentiontoyourvoice—thevolume,thevariationsintoneforemphasisandinterest.Usebodylanguagesuchasappreciategestures,facialmovementandeyecontact.Takecareofyourrhythmofyourpresentation.Ifyoufeelnervous,you’dbetterspeakataslowspeedinsteadofafastspeed.Inbrief,aneffectivepresentationneedstwocomponents—lifeandenergy.Beingwellpreparedbeforethepresentationandbeingconfidentandenjoyableduringthepresentationwillhelpyoutobethebestone.Unit3WhatMakesaGoodNegotiator？Negotiationisavoluntaryprocessofgivingandtakingwherebothpartiesamendtheiroffersandmodifytheirexpectationssoastocomeclosertoeachotherandtheycanquitatanytime.Negotiationisattheheartofeverytransactionandalmosteverythingisnegotiable.Italldependsontheexpertiseofthenegotiators.Whatmakesagoodnegotiator?Generallyspeaking,agoodnegotiatorshouldhavethequalities:shrewdness,resourcefulness,endurance,patience,adaptability,concentration,theabilitytoarticulate,senseofhumor.Toachievesatisfactoryresultsinnegotiation,anegotiatorshouldatleastpayattentiontothefollowingpoints:Firstly,negotiationstakeplaceinanyplaceatanytime.Timeandenergyshouldbecountedinthedirectcostofanegotiation.Timeinthenegotiationsisreflectedthekeyrolethatinthepermissibletimerange,negotiationisalwaysgettinganagreementattheperiodoftheendofthe20%limitedofthetimeinmostcases.Thisruleiscalledthe80:20rule.Secondly,makesureyouareclearonwhatyoureallywantoutofthearrangement.Thegatheringofinformationincludesthatofmarkets,scienceandtechnology,policyandregulations,financeandoftheopponent,itmayinsomewaydeterminethesuccessorfailureofthenegotiation.Ifyouarenotwellfamiliarwiththetopicthanyourivals,youareatrisk.Lastly,youshouldpaymoreattentiontoyourpower.Thereareseveralpowerswhichcanmakeabigdifferenceinnegotiations--Status,knowledgeandprofessionalskills,personalityandmoralcharacter,rewards,punishment,genderandsoon.Sometimespersistentonyourproject,sometimeschoosetobepatienttoletothershavethefloor.Besides,agoodnegotiatorshouldusethenegotiationskillsflexibly.Youshouldpreparewell,payattentiontotiming,rampupyourlisteningskills,askmore,anticipatecompromise,offerandexpectcommitment,keepyourownopinionsclearly,sticktoyourprinciples,closewithconfirmation,chooseappropriatelocation.Inaconclusion,agoodnegotiatorisaprocessofcreationandself-re-creation.Morepracticecontributestobeagoodnegotiator.Keepinmindthatnegotiationisa“win-win”activity.Unit6HowtoSucceedinManagement?Managementisdefinedastheprocessofcoordinatingworkactivitiessothattheyarecompletedefficientlyandeffectivelywithandthroughotherpeople.Effectiveandefficientmanagementisessentialtoanyorganization’soverallsuccess,regardlessofwhetheritisaglobalgiantorasmallstart-upenterprise.Inordertosucceedinmanagement,weshouldatleastpayattentiontothefollowingpoints:First,successfulmanagementresultsfromthedevelopmentofavarietyofskillsamongmanagerswhoareresponsibleforachievingorganizationobjectivesthroughefficientandeffectiveutilizationofresources.Agoodmanagermustdevelopavarietyofskills,suchastechnicalskills,humanrelationsskills,conceptualskills,decision-makingskills,timemanagementskillsandsoon.Heorsheisrequiredtoachieveobjectiveswithfewerresources,suchashuman,financial,physicalandinformationalresources.Second,strategicplanningandeffectivegoalsettingarealsoplayingavitalroleinasuccessfulmanagement.Strategicplanningistheprocessofformulatingeffectivestrategies,whilegoalsareobjectivesthatabusinesshopesandplanstoachieve.Thefirststepintheprocessistoexaminethefirm’smissionandestablishstrategicgoals.Thenextstepistoscantheuncontrollableexternalenvironmentforopportunitiesandthreats.Then,lookatthefirm’sinternalenvironmentitselfandidentifyitsstrengthsandweaknesses.Thekeystepintheprocessistomatchenvironmentalthreatsandopportunitiesagainstthefirm’sstrengthsandweaknesses.Inaconclusion,anyorganization’ssuccessdependsonthesuccessfulmanagement,whilethefailureofmanagementcanalsoleadtoitsfailure.Successfulmanagementnotonlydependsontheappropriatestrategiesandgoalstheymake,butalsoreliesontheskillfulmanagerstheyhave.Unit7Whatmakesagoodleader?Leadershipistheprocessofinfluencingotherstoachieveorganizationalgoals,whichisconsideredasthefoundationofthemanagement.Employeesbelievethatorganizationalsuccessesandfailuresarelinkedtoleadership.Thereforebyleaderswemeanthosewhoareabletoinfluenceothersandwhopossessmanagerialauthority.Sobeinganeffectiveleaderisextremelychallenging.Inordertobeagoodleader,weshouldatleastpayattentiontothefollowingpoints:First,agoodteamleadershouldbeagoodteammemberatfirst.Heorsheissupposedtoinvolvedintheteamratherthanoutmatchtheteam.Leaders,inspecialway,areliableforwhathappensinthefuture,ratherthanwhatishappeningday-to-day.Second,agoodleadermustbehonest,enthusiastic,confident,reasonableandunderstanding.Heorshemusthavehisuniquewisdomindealingwithallsortsofdifficultsituationsandshouldlearntolistentodifferentopinions.Despitebeingaleader,healsoplaysaroleintheteamandshouldlearntocooperate.Theessenceofteam-workspiritiscooperation,withoutwhichthecoreinterestandcommongoalshallneverbeachieved.Lastbutnotleast,effectiveleadershaveahighdegreeofknowledgeaboutcompany,industry,andtechnicalmatters.In-depthknowledgeallowsleaderstomakewell-informeddecisionsandtounderstandtheimplicationsofthosedecisions.Inbrief,theabovearejustsomeofthequalitiesthatagoodleadershouldpossess,butIdobelievethattheyaresomeofthemostimportant.Idefineagoodleaderassomeonewhonotonlymakeagreatcontributiontotheircompany’sdevelopment,butalsotaketheirsubordinatestotheplaceswheretheywouldn'thavereachedbytheirown.Unit8WhatmakesaSuccessfulEntrepreneur?Anentrepreneurisdefinedasapersonwhohaspossessionoveracompany,enterprise,orventure,andassumessignificantaccountabilityfortheinherentrisksandtheoutcome.Anothersimpledefinitionoftheentrepreneurissomeonewhoperceivesanopportunityandcreatesanorganizationtopursueit.Inordertobeasuccessfulentrepreneur,anentrepreneurshouldatleasthavethefollowingcharactertraitsandskills.First,asuccessfulentrepreneurshouldhaveaclearandcommunicablevisionoftheopportunityhisorherbusinesswillcreateorexploitandiscompletelydedicatedtomakingthisvisionarealityevenwhenitmeanstakingrisking.Second,asuccessfulentrepreneurmustbecompletelydeterminedtosucceed,eveninthefaceofdoubtsofclosefriendsandassociates.Thisdeterminationmustempowertheentrepreneurtobedecisiveandtofollowthroughoncethedecisionsaremade.Third,asthebearerofthevision,theentrepreneurmustmakesurethatallcentralplansareexecutedwhileallcriticaldetailsareaddressed.Theentrepreneurmustkeephisorhereyesontheballatalltimes,neverallowingprecioustime,energyandotherresourcestobeusurpedfromtheprojectathand.Fourth,asuccessfulentrepreneurmustbecompletelydevotedtotheproject,enjoyworkingontheprojectandbedeeplycommittedtotheideasandbeliefsonwhichtheprojectisfounded.Lastbutnotleast,anentrepreneurmustbeabletodescribeaproductorserviceintermsoffeaturesandbenefits,aswellasbeabletodescribethetargetmarketsforthisproductorservice.Besides,heorshemustalsoknowwhoisgoingtobeinterestedinhavingthisproductorservice.Inaconclusion,entrepreneurshipevolvesfromanumberofvariablesincludingtraitsandenvironment,asasuccessfulentrepreneur,youmusthaveyourowningenuityandopinions.Heorsheshouldhaveultimateresponsibilityformakingdecisions,solvingproblems,resolvingconflicts,andkeepingmoralehighwhenthingsgettough.Unit9HowtoSucceedinMarketingManagement?Marketingistheprocessofplanning,executing,andcontrollingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividual,organizational,andsocietalobjectives.While,marketingmanagementmeansthatcompaniesmakeanalysis,planning,implementationandcontrolofthedesignedprojectsinordertoachievetheobjectivesofthecompanyestablishandmaintainthemutualbenefitexchangerelationshipwiththetargetmarket.Inordertosucceedinmarketingmanagement,weshouldatleastpaymuchattentiontothefollowingpoints:First,theessenceofmarketingmanagementisdemandingmanagement.Tosucceedinmarketingmanagement,companiesshouldmakemarketsegmentationinadvance.Itistheprocessofsubdividingamarketintocustomergroupsinordertoidentifypotentialcustomersanddevisemarketingapproachesgearedtotheirneedsandinterests.Themostcommontypesofmarketsegmentationaregeographicvariables,demographicvariables,psychographicvariablesandproduct-usevariables.Allthesetypesindicatethattherightplaces,therightproducts,therighttimesandtherightconsumersarethekeypointtobesucceedinmarketingmanagement.Second,companiesshouldchoosetheappropriatemarketingmix.Tocarryoutthemarketingfunctions,thefirmneedstohaveamarketingprogramorstrategy.Toreflectserviceproductsandtheserviceelementsphysicalgoods,thetraditionalmarketingmix,4Psand4Cs,hasbeenextendedto7Cscompassmodel.The4Psofmarketingareproduct,price,placeandpromotion,whilethe4Csofmarketingareconsumer,cost,communicationandconvenience.Lastbutnotleast,companiesshouldknowtheadvantagesanddisadvantagesofeachelementofthepromotionalmix.Therearefourmajormethodsofpromotion,includingadvertising,salespromotion,publicrelationsandpersonalselling.Inaconclusion,inordertosucceedinmarketingmanagement,weshouldkeepaclosereyeoneverypartofthemarketandtryourbesttoidentifytheneedsofcustomersanddevelopthoseproductsthattheywant.Unit10Advertising,InformationorManipulation?Advertisingisthenon-personalcommunicationintendedtopersuadeanaudienceortakesomeactionuponproducts,ideals,orservices.Advertisingisthecommunicationbridgeamongenterprise,businessoperatorsandconsumergroups.Modernadvertisingdevelopedwiththeriseofmassmedia,includingtelevision,internet,radio,newsprograms,andpublishedpicturesandarticles.Nowadays,informationhasbecomeanimportantsocialcontactform,playinganincreasinglycommonandmoreextensiverole.Ithaspositivefunctioninknowledge,guidingdoubtsandsolvingetc.Thepurposeofadvertisingisinformation.Advertisingdesignisbasedabovetheinformationinvestigationandinformationfeedback.Enterpriseandbusinessoperatorsuseinformationtransferandcollectingforitssurvivalanddevelopmentofguarantee.Consumersrelyoncommodityinformationtransfertomeettheirownmaterialandspiritualneeds.Butyoumayhaveheardothersarguethatadvertisingis'manipulation'.TheBritishInstituteofPractitionersinAdvertisingsolemnlybannedtheuseofsubliminaladvertising-whichdidnotexist.Onewayandanother,theoddsagainstyourbeingmanipulatedbyadvertisingarenowverylongindeed.Eveniftheywantedtomanipulateyou,theywouldn'tknowhowtocircumventthelegalregulations.Asisknowntoall,angelsandevilsarepolesapart.Withthegrowinginfluenceofmassmedia,advertisinginvadeseveryaspectofourlives.WheneverweturnontheTV,lookthroughanewspaper,openthemailbox,orsurfontheInternet,advertisementswouldimmediatelyjumpintooursight.Advertisingnotonlyaddstothepriceofthegoods,thusharmingtheconsumer’sinterest,butalsoimposesakindofmaterialisticvalueupontheaudience.Ontheotherhand,theyprovideuswithup-to-dateinformationaboutthelatestproducts.Someadvertisementsaresoelegantlypresentedthatweareinspiredorevenmoved.Nomatteritisaneviloranangel,advertisementhasbecomeanindispensablepartofourmodernlife.Unit14MyidealCorporateCultureCorporatecultureiscomprisedoftheassumptions,values,normsandtangiblesignsoforganizationmembersandtheirbehaviors.Corporateculturehasbecomeincreasinglyimportanttofirmsoverthepastdecades.Despiteitsintangiblenature,itsroleismeaningful,affectingemployeesandorganizationaloperations.Everysuccessfulenterprisehasitsowncorporateculture.Idaretosaythateachenterprisessuccesshasacloselyrelationshipwithitscorporateculture.Whatanidealcorporatecultureshouldbe?HereIwilltaketheIBMCorporationforanexampletoexpressmyview.First,respectforindividuals.Theyrespectnotonlytheirstaffbutalsotheircompetitors.Theyprovideastagetoshowtheirability,everyone’sincomedependsonthevaluetheycreate,doesnotdependontheirqualifications.Second,provideperfectserviceforcustomers.Contractingwithitscustomersshouldnotonlyjustsellmachinesorotherproducts,butalsoprovideafullsetofgoodservices.“Thejobdescription”ofIBMCorporationspeciallymentionedthattheirstaffwillhavetoprovidethebestserviceforthecustomerandthefuturepossiblecustomers.Lastbutnotleast,excellencemustbeawayoflife.InIBM,educationandtrainingarecontinuousprocess,becausetrainingisthebasicforexcellentwork.Thecompanyhastoholdthemostidealideatoanything,whichnomatteristheproductortheservice.AsfarasI’mconcerned,theessenceofacompanycultureshouldincludeteamwork,mutualrespect,commitmentandintegrityandinreturnthesecorevalueswillhelptocreateahealthyworkenvironmentandattractmoretalentedpeople.Theywillalsoprovidethedirectionofthejointeffortsanddailyconductforallstaff.Unit15HowtoOvercomeCulturalBarriersinInternetBusiness?Moreandmorecompaniesaroundtheworldarehoppingnationalborderstoconductbusiness.Whenpeoplefromdifferentculturesengageinbusinesstransaction,theyoftenhavemisunderstandingsofeachother,whichoftencauseculturalconflictsandresultinculturalbarriers.Inordertoovercomeculturalbarriersinbusinesscommunication,weshouldatleastpaymuchattentiontothefollowingpoints:First,Toovercomeculturalbarrierstoeffectivecommunication,youmustfirstlearnwhatcultureactuallymeans.Cultureisasharedsystemofsymbols,beliefs,attitudes,values,expectations,andnormsforbehavior.Subcultures,inturn,aredistinctgroupsthatexistwithinamajorculture.Herearethesocalledtencommandmentsofinterculturalcommunication.Beawareofdifferingsocialvalues;Beawareofdifferingstatussymbolsandhowtodemonstratethem;Beawareofdecisionmakingcustoms:notallpeopleliketomakedecisionsquicklyandefficiently;Beawareofconceptsoftime:notallpeopleliketoseetimeasmoney;Beawareofpersonalspace:peoplefromdifferentcultureshavedifferent'comfortzones';Beawareofculturalcontext;Beawareofbodylanguage:learnthebasicdifferencesinthewaypeoplesupplementtheirwordswithbodymovement;Beawareofdifferentetiquetterulesormanners:whatispoliteinoneculturemaybeconsideredrudeinanother;Beawareoflegalandethicalbehavior;Beawareoflanguagebarriers.Learningasmuchaspossibleaboutanotherculturewillenhanceyourabilitytocommunicatewithitsmembers.Whenyoucommunicatewithpeoplefromdifferentculture,youshouldtakesometipswithyouaswellsuchastakeresponsibilityforcommunication,withholdjudgments,showrespect,tolerateambiguity,Lookbeyondthesuperficial,bepatientandpersistent,recognizeyourownculturalbiases,beflexibleandLearnwhentobedirect.Astheworldeconomyisdevelopingfastandtheprocessofeconomicglobalizationhasspeededup,theworldbusinessactivitiesaremorefrequentandcross-culturalcommunicationismoreimportantineconomicactivities.Anditisknownthatinterculturalbarrierisacommonissuehappeninginthebusinesscommunicationactivitiesanditisessentialtofindoutthesolutionstoclearupallkindsofinterculturalbarrierstomakesurethebusinesscommunicationcouldbesuccessful.ThereforeCultureadaptationininternationalbusinessisanewsubjectforinternationalmarketers.Unit16HowtoBecomeanethicalCompany?Businessethicscanbethoughtofasacompany’sattitudean