1、第五單元企業公關1、企業文化p257公司正在對其現有的公司文化進行重新評估,以提供公司業績。請你們協助策劃這一計劃,討論并決定:(1公司文化中存在哪些不足之處答:彼此之間缺少交流Most employees are not quite spontaneous(自發的 in communicating their thoughts and ideas to each other, particularly to line managers -is barrier in innovation, creativity and trust corporate culture.績效沒有公平公正的評定Fe

2、el their good performance has not been duly recognized -unfavorable to breeds loyalty and motivation.沒有機會得到提升Do not have many chances to get promoted, since many managers recruited from outside the company.缺少培訓They are not getting enough job-related skills development training.(2應采用什么措施來改進公司的核心價值觀答:

3、提供交流渠道Provide more channels of communication among and between management and staff例如training programmes, outdoor events, in-company seminars改善獎懲機制Readjust our staff appraisal policy and provide incentives例如offer additional like a paid holiday or retail vouchers提供晉升機會Reconsider our promotion policy,

4、 make it an incentive for our staff, a fair system of internal promotion should be set up.2、公司形象p265你們公司所在的公司準備制定一套新的公司慶祝活動計劃以增進公司的內、外部交流,請你們協助起草這一計劃。討論并決定:(1公司該慶祝哪些活動答:例行慶祝Keep the cyclical celebrations, as they are more fixed relieve work pressure.例如hold parties, costume balls, get-together at sel

5、ected restaurants,etc.慶功宴Hold ceremonies when our staff members or teams produce excellent performance to enhance job satisfaction further help to improve the quality and financial performance of our company.(2怎樣慶祝這些活動答:每個人都邀請到Create celebrations that include everyone, no one should be left out.關注員工

6、Response well to personal events such as marriage, the birthday of a child, or employee birthdayetc organize parties, buffet or picnic關心員工Handle negative personal transitions like a distressing family illness or a death in an employee's family be compassionate and supportive.3、公司送禮P274你們公司準備制定一個

7、贈送商務禮品計劃以改進與客戶的關系。請你們提出相關建議。討論并決定(1這一計劃將給公司帶來哪些好處答:長期保留顧客,吸引新顧客Retain customers over the long term a cost-effective way to maintain custom loyalty, and a good way to attract new clients創造商機,提高顧客滿意度Create excellent business chances and help to ensure customer satisfaction(2公司應在什么實際送禮品給客戶答:紀念顧客與我們公司之間

8、特殊事件Corporate gifts can be used to remember special events in our business relationship,例如they have been our clients for two or five years當顧客達到具有重大意義的消費額度When clients have reached a milestone level of spending with our business顧客生日,公司紀念日Send gifts on custom birthday, and on occasions of our company

9、celebrations,例如company anniversary celebration, Christmas celebration, new year's celebration, etc4、企業贊助P282你們公司已經決定贊助即將來臨的全國籃球競標賽,已推出你們的新產品并宣傳你們你們公司的形象。請你們協助策劃怎樣最大限度地利用這一咱這活動。討論并通過(1應該包括哪些現場設施印刷品、海報Put literature distribution and poster distribution. Are effective methods of acquainting the pub

10、lic wit the event現場展示攤位Arrange some on-site vendor or display space and hand out some free product samples橫幅、企業logoHang our company banners or streamers in strategic areas, with our company logo on it例如put logo and name on all admission tickets, all promotion materials, ads, flyers, invitation cards

11、, posters, streamers, banners, some T-shirts, etc(2如何吸引媒體的關注公關部分發邀請Public Relations Department send out complimentary tickets to reporters and journalists媒體支持、舉辦新聞發布會Have adequate TV, press and broadcasting coverage Hold a press release5、著裝問題p290你們公司準備制定一套新的上班捉住按政策。請你們謝主策劃這一計劃。討論并決定: (1不同商務場合采用什么著裝規

12、范例會Formal business attire should be worn when facing our customers and clients and at scheduled meetings give a sense of credibility and authority禁止暴露服裝Prohibit revealing attire, clothes such as shorts,crop tops, tank tops, and clothes made of see-through materials or clothes that expose areas of th

13、e body usually covered in the work-place (2如何幫助員工理解著裝規范的重要性制定政策、收集意見Put our new dress policy on our staff newsletter and Intranet, and can also gather suggestions from our staff about appropriate workplace clothes進行培訓Hold training sessions6、招待客戶p300有一批英國客人講到你們公司參觀。請你們負責招待。討論并決定:(1安排的計劃應包括哪些活動Arrange

14、 a big welcoming dinner choose one oof the best restaurants along the busiest street or book a room in a quiet restaurant show them around our company see the video profile of our company talk business over a nice cup of Chinese tea show them around our city (2應考慮那些文化差異Find out if they have any diet

15、ary restrictions they would prefer not to have a too noisy and busy place for dinner have more privacy culture events is little chance to talk business during these type of outings第六單元公司發展1、公司選址和遷至p312你們工作的律師事務所決定搬到一個新的地方。事務所請你們選一個好的場所。討論并決定: (1應該考慮什么因素Located in a well-established and fast-growing

16、business areaLocated in a place where there is high level of demand for services the convenience or inconvenience of a location may affect the number of potential customers and thus revenue Select a site with afford rentsConsider competition shouldn't locate in a place where there are already a

17、lot of law firms Consider expansion should leave some room for expansionThe appeal of the location(2好的地址對律師事務所有什么好處A good location is likely to attract customersBeing located in a place with high demand will boost our business to increase the company's profits provide high value for customs avoi

18、d competition i save costs lower leasing rents offer some flexibility and room for the company expansion2、全球營銷P315你們的公司決定進入國外市場。經理請你們負責籌劃此事。討論并決定:(1該公司進入國外市場的最佳方法是什么Licensing keep the financial risk to a minimum doesn't result in a large payoff for our company, may still continue to the market w

19、ithout paying us after agreement expires give away our trade secret by licensingJoint venture share the costs and risks conflicts between the partnersSet up a subsidiary save the shipping costs and keep complete control of the business requires a large investment(2是否需要改變該公司的產品Alter products to inves

20、t a lot of money the need of people in foreign countries are different from those of people at home gain large profits which will far exceed the costs of adaptation.3、企業并購和特許經營P71你們公司剛和另一個公司合并。公司請你們就新公司如何合并后能成功提出建議。討論決定: (1公司將面臨什么樣的困難The organization integration the integration of information system

21、 cultural clashes in the merger process(2如何確保新的合并公司Employ a lot of technical staff should not not focus too intently on cutting costs following the merger cost-cutting is the priority of the directors and managers should not ignore the cultural differences set up a cross-section team of representati

22、ves from both organization Develop a new mission based on mutual respect for both cultures respect each other not try to significantly influence the integration not neglect day-to-day business4、應對競爭p328你們在一家汽車制造公司工作。經理請你們幫助設計競爭策略。討論并決定:(1應采取什么價格策略Cut prices increase the scale of production costes of

23、 production are low, otherwise reduce revenue(2應采取什么質量和服務策略High quality offer customers some services that other car company don't offer make some innovations to our present products to cater for the tastes and needs of customers第七單元商務電子化與新型工作方法1、電子商務p335你們所在的小公司從事工藝品出口業務。經理準備在英國尋找一位當地的經銷商,請你們就如

24、何通過網絡找到經銷商提出建議,討論并決定:(1本公司網站的專業性和吸引力是否重要A clear and detailed profiled of company, like who we are, what we're dealing in, our handling capacity, ways of settlement, inspection certificate of goods, the contact information, business licenses, bank of account, tax registration certificateProvide a

25、 standardized look and feel professionalism(2如何利用網絡讓潛在經銷商了解公司Find a specialized promotion platform on the internet register on a portal website, as it provideexport and B2B services2、監理公司網站p345你們所在公司正在考慮創辦一個面向國際市場的網站吸引海外客戶。請你們就如何設該網站提出意見。討論并決定:(1創辦該網站的有利之處Enhance company's international presence

26、 digital age, to target overseas audience communicate with clients and promote products and services for international trade and e-commerce it is more essential provide information what products and services company offer and details about company development(2提供不同語言版本的重要性Vast cultural differences i

27、n the way communications defers to the demand of the consumer international promote effectively reformat to fit in with the culture of that target market users will choose their site based on what language the want3、互聯網促銷p360你所在的計劃開展一次網上促銷活動,宣傳公司新產品。請你們就怎樣成功開展這一活動提出建議,討論并決定:(1怎樣使該網上促銷活動吸引潛在客戶并真正產生影響

28、Online promotion such as pop-ups, banners, animations heave repetition advertisement Blend promotional and non-promotional information to deliver the advertising messages use newer formats such as flash or TV-like commercials to show to our potential customers the process of making quality products

29、and highlight our selling point(2如何增加客戶點擊率Update information frequently and provide many opportunities for interactionorganize some online games and activities like sweep-stakes, contests, coupons, and rebates to offer prizes to those who take part in prizes may include weekend holidays, CD or stamp

30、 collection and our productions4、彈性工作方式p368你們所在公司準備實行一項計劃,讓員工在家里完成一部分工作,減少到辦公室的次數。請你們對此提出建議,討論并決定:(1對員工和公司各有什么好處Cutting out some of the commute to work and saving money help employees achieve a better balance between work and life better control their hours to reserve time for family, hobbies, volun

31、teer work and other personal interests, while doing the work wellUseful for parents leave them free to drop the children off reduce child care costs and have more time with familyGood for people without a family for further education learning new skills to better improve themselvesFreedom from offic

32、e politics less stress and burn-out come and go as they please, wear what they like, work the hours that suit them focus on delivering good workWin-win strategy increase efficiency and improves performance reduce office space and cuts costs（2）如何使這項計劃有效實施 Have a computer at home with access to the in

33、ternet, and can be contacted through E-maile, voice mail and pager Arrange meetings at regular intervals for face-to-face communication share ideas encourage staff interaction Have timely review of their short-term targets check their work process on a monthly basis 第八單元 1、舉辦會議 p378 隨著你們所在公司海外業務的不斷擴

34、大， 公司計劃為海外銷售代理商組織舉辦年會。 請你們 對該計劃提出建議。討論并決定： （1）年會能給參加者帶來什么好處 Can work as information relay station spreading information keep participants well informed about what;s going on in the company and industry Offer a platform to share valuable experience, exchange views, discuss work and solve problem （2）會

35、議應該包含哪些內容 A review of what is done in the past year give an overall picture of overseas sales achievements and whatever that needs improvement Plans to set goals and targets for the overseas agents to accomplish in the coming year Arrange an award ceremony to awarded " Agents of the Year"

36、who have achieved the best sales figures boost morale and encourage people to work harder in the days to come 2、參加會議 p385 你們公司的經理受邀參加總公司舉辦的區域銷售經理會議。 請你們協助策劃準備工作。 討論 并決定： （1）需帶上什么材料 Take some useful data like sales report of reginal market he is responsible for analysis of the market trend and factors for possible market changes as well as countermeasures work plan （2）會上如何與其他區域銷售經理建立人際關系網 Exchange business cards build network in entert