Question 1
Lecture 8-marketing
Marketing:
Definition: Marketing is the social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others.
市场营销是一种社会和管理过程，个人和群体通过创造和交换产品和价值来获得他们需要和想要的东西。
Concept: Markets- Needs, wants, demands- Products & services- Value, satisfaction, quality-Exchange, transaction, relationships
市场-需要，想要，需求-产品和服务-价值，满足，质量-交换，交易，关系
Marketing mix:(营销组合)
Definition: “the set of controllable tactical marketing tools –product, price, place and promotion – that the firm blends to produce the response it wants in the target market”
一套可控的战术营销工具——产品、价格、地点和促销——企业将其结合起来，以在目标市场产生它想要的反应。
7Ps: Product, Promotion, Price, Place, People, Process, Physical Environment
4Ps
Product:“anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations and ideas”
产品:“任何可以提供给市场以引起关注、获得、使用或消费，从而可能满足某种需求的东西。它包括物理对象、服务、人员、场所、组织和思想。
e.g.: Walmart offers customers a wide range of products and its products are listed in different departments. You can buy virtually everything you need in your day to day life from Walmart. This mega range of products indeed helps Walmart offer its customers what they need and the convenience they look for.
沃尔玛为顾客提供各种各样的产品，它的产品被列在不同的部门。你几乎可以从沃尔玛买到你日常生活中需要的所有东西。这种大范围的产品确实帮助沃尔玛为顾客提供他们所需要的和他们所寻求的便利。
Promotion: Activities that communicate the product or service and its merits to target customers and persuade them to buy.
促销:向目标顾客传达产品或服务及其优点并说服他们购买的活动。
e.g.: Walmart makes use of advertising, sales promotion, public relations, and other methods to take its messages to the target audience. Walmart has used newspapers, TV, the Internet and other advertising methods over the years. And it regularly uses sales promotion in the form of special deals and discounts.
沃尔玛利用广告、促销、公共关系和其他方法将其信息传递给目标受众。多年来，沃尔玛一直使用报纸、电视、互联网和其他广告手段。它还经常以特价和折扣的形式进行促销。
1. Advertising 2. Personal selling 3. Sales promotion 4. Public relations 5. Direct marketing (1. 广告2。个人销售3。促销4。公共关系5。直接营销)
Price: “the amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service”
价格:“为一种产品或服务收取的费用，或消费者为拥有或使用该产品或服务而交换的价值总和。”
e.g.: To stay ahead of competition, Walmart focuses on low prices on a broad assortment. In fact, Every Day Low Price (EDLP) is the central focus of the company's pricing strategy. This pricing strategy is consistent with the company's business strategy of cost leadership. It helps Walmart make existing customers satisfied and attract new ones. Due to a number of factors, Walmart enjoys low costs and therefore, is able to offer the customers a very low price.
为了在竞争中保持领先地位，沃尔玛专注于商品种类繁多的低价格。其实，天天低价(EDLP)是公司定价策略的中心焦点。这种定价策略与公司成本领先的经营策略是一致的。它帮助沃尔玛满足现有顾客，吸引新顾客。由于许多因素，沃尔玛享受低成本，因此，能够提供给顾客一个非常低的价格。
1.Cost-based approach: Adding a standard mark-up to the cost of the product.
2.Value-based approach: Setting price based on buyer’s perceptions of product values rather than on cost.
3.Competition-based approach: Going-rate pricing – setting price based on following competitors’ prices rather than on company costs or demand.
基于成本的方法:在产品成本上增加一个标准加价。
以价值为基础的方法:根据买方对产品价值的看法而不是成本来定价。
以竞争为基础的定价方式:持续定价——根据竞争对手的价格而不是根据公司成本或需求来定价。
Place: all the company activities that make the product or service available to target customers.
地点:公司为目标客户提供产品或服务的所有活动。
e.g.: Walmart has 11695 stores in 28 countries (as of March 2018). Discount stores offer a variety of quality and value-priced general merchandise, while supercenters offer full grocery lines and general merchandise. Most of the supercenters offer 24 hours a day service.
截至2018年3月，沃尔玛在28个国家拥有11695家门店。折扣店提供各种质量和价值定价的一般商品，而购物中心提供完整的杂货店和一般商品。大多数超市都提供24小时的服务。
Market segmentation(市场细分)
Definition: dividing a market into distinct groups of buyers with different needs, characteristics or behavior, who might require separate products or marketing mixes
将市场划分为不同需求、特征或行为的买家群体，这些人可能需要单独的产品或营销组合。
Mass Marketing: using almost the same product, promotion and distribution for all consumers.
大众营销:对所有消费者使用几乎相同的产品、促销和分销。
e.g. Ford Model T and “any color as long as it’s black”
Segmenting Markets: adapting a company’s offerings so they more closely match the needs of one or more segments
细分市场:调整公司的产品，使其更贴近一个或多个细分市场的需求。
e.g. business, private contract and ‘pay-asyou go’ mobile phone market segments商业、私人合约和按需付费的移动电话市场
Niche marketing: adapting a company’s offerings to more closely match the needs of one or more sub-segments where there is often little competition
利基营销:调整公司的产品，使之更接近于竞争很少的一个或多个细分市场的需求。
e.g. Honda snow blowers本田扫雪机
Micromarketing: a form of target marketing in which companies tailor their marketing programs to the needs and wants of narrowly defined geographic, demographic, psychographic or behavioral segments.
微观营销:目标营销的一种形式，公司根据狭窄的地理、人口、心理或行为部门的需要和需要调整其营销方案
e.g. made to measure clothing, holidays
Lecture 11 - Operations Management
Operations Management(运营管理)
Definition: Operations is concerned with the transformation of a variety of inputs such as information, people, materials, finance and methods into a variety of outputs such as goods, services, profit, customer and employee satisfaction.
经营是指将信息、人员、材料、资金和方法等各种投入转化为商品、服务、利润、顾客和员工满意度等各种产出。
Inputs: Raw materials, People, Energy, Machines, Fixed Assets, Methods of working, Information
输入:原材料、人力、能源、机器、固定资产、工作方法、信息
Outputs:
For the customer, it means Goods, services, quality, delivery on time
For the firm, it means profits, marketing objectives, information
For the employee, it means wages, satisfaction, securities
For the community, it means jobs, prosperity, support for other businesses
输出:
对客户来说，它意味着货物、服务、质量、准时交货
对公司来说，它意味着利润、营销目标、信息
对员工来说，它意味着工资、满意度、安全感
对社区来说，这意味着就业、繁荣和对其他企业的支持
Conversion process: Strategy, design, operating systems, control
转换过程:策略、设计、操作系统、控制
Key activities of Operations Management
System Design: The operations system needs to be designed to most accurately balance the needs of the consumer with those of the management/company.
系统设计:操作系统的设计需要最精确地平衡消费者和管理层/公司的需求。
1a) Product design产品设计
1b) Forecasting demand and capacity planning预测需求和能力规划
1c) Equipment design设备设计
1d) Work design工作设计
1e) Location位置
System operation: The aim is to increase efficiency and therefore output.
系统运行:目的是提高效率，从而提高产量。
There are two aspects: 2a) Operations planning2b) Operations control
有两个方面:2a) 运营计划2b) 运营控制
Supply Chain Management：By understanding, planning, controlling and integrating all aspects of the supply chain, companies become more successful.
供应链管理:通过了解、计划、控制和整合供应链的各个方面，企业会更加成功。
Supply chain management brings together a number of related activities, including: purchasing and supply, inventory management, logistics, materials management, distribution
供应链管理集合了许多相关的活动，包括:采购和供应，库存管理，物流，材料管理，分配
Source
Identification of the best source of materials is essential. An organization needs to consider many of the other variables in making this decision
确定材料的最佳来源是至关重要的。组织在做出此决定时需要考虑许多其他变量
Quantity(数量)
How much to buy at one time is a major decision. This will be affected by issues of cost.
一次买多少是一个重要的决定。这将受到成本问题的影响。
Quality(质量)
Sampling and inspection are crucial
取样和检验是至关重要的
Time and Price
Buying decisions are determined by the price of materials.
购买决定是由材料的价格决定的。
Lecture 12 - Operations Management and E-commerce
e-Business: the use of electronic communications network to allow organizations to send and receive information. Purely internal communications.
电子商务:利用电子通信网络让组织发送和接收信息。纯粹的内部沟通。
e-Commerce: any form of economic activity conducted via electronic connections, usually between at least two parties. External communications only
电子商务:通过电子连接进行的任何形式的经济活动，通常在双方之间进行。仅限于对外交流。
Lecture 13 – Globalization
Globalization Definition: Globalization is the increasing interdependence, integration and interaction among people and corporations in disparate locations around the world.
定义:全球化是指在世界各地不同地点的人们和公司之间日益增强的相互依赖、融合和互动。
It is an umbrella term which refers to a complex of economic, trade, social, technological, cultural and political interrelationships
它是一个涵盖性术语,指的是一个复杂的经济、贸易、社会、科技、文化和政治上的相互关系
Global Strategy: Global strategy is an organization’s strategic guide to globalization.
全球战略是一个组织的全球化战略指南。
Pull and push
Pull: The ‘pull’ factors are those which come from an organization recognizing potential in global markets
拉力:“拉力”因素是指那些来自于一个组织对全球市场潜力的认识
为什么要pull：
1. Identification of new overseas markets using existing products
利用现有产品识别新的海外市场
e.g.: Xiaomi phones are popular in India小米手机在印度很受欢迎
2. De-risk reliance on domestic market by operating overseas
通过海外经营来减少对国内市场的依赖
3. Organizations beginning to trade overseas lead to a demand for other services to work on an international basis
已经存在的海外贸易引发了对新服务也要扩展到全球化的需求
e.g.: accounting, advertising
4. Demand for clearly identifiable international goods, despite higher prices
尽管价格较高，但对辨识度高的国际商品的需求依然旺盛
e.g. demand for American, European and Japanese cosmetics and designer labels in China例如，中国对美国、欧洲和日本化妆品和设计师品牌的需求
5. More people are travelling They want to purchase ‘known’ domestic brands in overseas locations.
越来越多的人去旅游，他们想在海外购买“知名”的国内品牌。
e.g. Starbucks星巴克
6. To get new or better suppliers is also a consider. Raw materials and labor may be cheaper ,and special expertise may be more available.
加入国际贸易可以获得更好的供货商。海外的原材料和劳动力可能更便宜，也更容易请到专业人士。
e.g.: Apple opened factories in China because labor is cheaper there.
苹果在中国开设工厂因为中国的劳动力更便宜。
Push: ‘Push’ factors are those which force an organization to look globally for new markets when their domestic one is less attractive.
“推动”因素是指当国内市场吸引力下降时，迫使企业在全球寻找新市场的因素。
1. Saturation of the domestic market, leads to organizations looking to sell elsewhere.
国内市场的饱和，导致企业寻求到其他地方销售。
e.g. fast-food, mobile handsets 快餐、手机
2. In a specialized market, the number of domestic customers may be so small that it is impossible to achieve economies of scale.
在一个专门的市场，国内客户的数量可能太小，不可能实现规模经济。
3. Reduction in availability of resources
资源可用性减少
e.g. raw materials from domestic market原材料来自国内市场
Market entry strategies
1. Exporting出口
Advantage:
take the first step into a new market 迈出进入新市场的第一步
obtain initial information and success获得初步信息并取得成功
de-risk the commitment to a fully developed overseas strategy为全面发展海外战略的承诺降低风险
Disadvantage: transport costs may outweigh the income benefit received
运输成本可能会超过所获得的收益
2. Direct investment in a foreign subsidiary对外国子公司的直接投资
Gives maximum control over foreign operations
对外国业务给予最大的控制权
However, can expose organization to risk due to a lack of knowledge and understanding of the local market
然而，由于缺乏对当地市场的了解和了解，会使组织面临风险
3. Global e-commerce全球电子商务
Global e-commerce is, for example, Overseas call centers, International internet sales例如，全球电子商务就是海外呼叫中心、国际互联网销售
Promotion of products can now take place internationally due to the Internet
由于有了互联网，产品的推广现在可以在国际上进行
e.g. travel and hotels旅游和酒店
Services can be provided globally
服务可以在全球范围内提供
e.g. internet banking网上银行
Communications technology makes overseas strategies easier to manage
通信技术使海外战略更容易管理
4. Licensing/franchising许可/特许经营
An organization can license a local company to produce or deliver their products and services
组织可以向本地公司颁发许可证，让其生产或提供产品和服务
The advantage is that local companies know the local market better. The disadvantage is that they cannot monitor product quality
优点是当地公司更了解当地市场，缺点是无法监控产品质量
e.g.: Hilton Hotels runs many of its hotels throughout the world as franchises希尔顿酒店以特许经营的形式在世界各地经营着许多酒店
5.Joint Ventures合资企业
Definition: an international joint venture is a partnership between a domestic company and a foreign company
国际合资企业是国内公司和外国公司之间的合作关系
6.Strategic alliance战略联盟
agreements between two or more organizations where each partner seeks to add to its competencies by combining its resources with those of a partner
两个或多个组织之间的协议，其中每个合作伙伴都试图通过将其资源与合作伙伴的资源相结合来增强其能力
7.Management contracting管理合同
An alternative to running your own overseas operation is to hire a company with a proven record of management success.
除了自己经营海外业务，另一种选择是聘请一家有良好管理记录的公司。
Question 2
Lecture 14 - Risk Management_1
Risk:
Definition: the probability of an event occurring that could have an impact on the achievement of objectives.
可能影响目标实现的事件发生的概率。
Health & safety risk management
1.Identify the hazards
识别危险
e.g. chemicals, electricity, working from ladders, an open drawer etc.
例如化学品、电力、梯子作业、打开的抽屉等。
2.Decide who might be harmed and how
决定谁会受到伤害以及如何受到伤害
e.g. other workers, visitors, you!
例如:其他工人、访客、你!
3.Evaluate the risks and decide on precautions
评估风险并决定预防措施
4.Record your findings and implement them
记录你的发现并实施它们
5.Regularly review your risk assessment and update if necessary.
定期回顾你的风险评估，并在必要时进行更新。
Tools for risk assessment风险评估工具
1. Event tree analysis (ETA) 事件树分析
Analyses the consequences of a failure or undesired event.
分析失败或不期望事件的后果。
Based on binary logic, begins with an initiating event, such as a component failure. The consequences of the event are followed through a series of possible paths. Each path is assigned a probability of occurrence and the probability of the various possible outcomes can be calculated.
基于二进制逻辑，从初始事件(如组件故障)开始。这一事件的后果有一系列可能的途径。每条路径被分配一个发生的概率，并且各种可能结果的概率可以被计算出来。
e.g. Fire starts- Fire detected- Sprinklers -Fire alarm- Limited damage people escape/ Extensive damage people escape/Limited damage wet people/Extensive damage possible deaths
火灾开始-探测到火灾-洒水装置-火灾警报-有限的损失人们逃生/广泛的损失人们逃生/有限的损失潮湿的人/广泛的损失可能的死亡
2. Fault tree analysis(FTA) 故障树分析
Describes the combinations of possible events in a system, which can produce an undesirable result.
描述系统中可能发生的事件的组合，这些事件可能会产生不希望的结果
e.g.: Crash at junction撞车
3. Failure modes and effects analysis(FMEA) 故障模式及影响分析
FMEA is used to minimize the risks in a design.
FMEA用于将设计中的风险最小化。
It should take into account the experience and knowledge of all those involved in, high risk elements of the product can then be (re)designed to reduce the probability of failure
它应该考虑到所有相关人员的经验和知识，然后可以(重新)设计产品的高风险元素，以减少失败的可能性
Risk assessment matrix风险评估矩阵
Probability and severity of effects
影响的可能性和严重性
Lecture 15 – Risk Management 2
Risk management = risk assessment + risk avoidance + risk mitigation
风险管理=风险评估+风险规避+风险缓解
Risk assessment: determine what the risk is and what the consequences will be
风险评估:确定风险是什么，会造成什么结果
Risk avoidance: do something to reduce the probability of risk occurring
风险规避:做一些降低风险发生概率的事
Risk mitigation: minimize the loss of results from risks.
风险缓解:尽量降低风险造成结果的损失。
Feedback loops: help us identify the results of our actions, or the lack of them.
反馈回路:帮助我们认清采取措施后的结果或缺少措施。
设计风险避免和缓解技术
1.Fault avoidance故障避免
Fault avoidance uses design techniques to ensure that potential faults are not created during the design and production processes.
故障避免使用设计技术来确保在设计和生产过程中不会产生潜在的故障。
技术包括：
The use of components that are known to be highly reliable
使用已知高度可靠的组件
Modelling – i.e. building a software or physical model of the product to look for possible problems in the design
建模-即建立产品的软件或实体模型，以寻找设计中可能出现的问题
Prototyping – creating an early, limited feature version of the product
原型设计——创建产品的早期有限功能版本
Design reviews, including peer review and inspection of software
设计评审，包括同行评审和软件检查
2. Fault removal故障处理
Fault removal uses testing techniques to find faults and allow them to be removed.
故障删除使用测试技术来发现故障并将其删除。
技术包括：
Unit testing – testing each element of the system
单元测试——测试系统的每个元素
Integration and system testing – testing the system as a whole as it is put together
集成和系统测试-测试系统作为一个整体放在一起
Regression testing – making sure that modifications to one element don’t affect other parts of the system
回归测试——确保对一个元素的修改不会影响系统的其他部分
3. Fault tolerance故障容忍
Continue to appear to operate as normal, even though a fault has developed
即使出现断层，也能继续正常运行
Work at a reduced level of functionality, preferably maintaining vital functions
在较低的功能水平上工作，最好是保持重要的功能
Risk management & society
What may be a technically, or economically, acceptable risk may be unacceptable to society as a whole. Engineers have to be aware of the concerns of society when managing risks.
技术上或经济上可以接受的风险，对整个社会来说可能是不可接受的。工程师在管理风险时必须意识到社会的担忧。
Multi-Criteria Decision Analysis(MCDA) 多准则决策分析
This is a range of techniques that try to take into account qualitative as well as quantitative risk assessment criteria and make the decision-making process as transparent as possible.
这是一系列技术,试图考虑定性以及定量的风险评估标准,使决策过程尽可能的透明。
1. Identify and structure the decision criteria识别和构造决策标准
2. Evaluate the criteria评估准则
3. Assign relative weights相对权重分配
4. Determine the preferred option确定优先选择项
5. Analyze sensitivity分析灵敏度
Lecture 16 - Human Resource Management: HRM Functions, Leadership
Human Resource Management: Human Resource Management involves all management decisions and actions that affect the nature of the relationship between the organization and its employees – its human resources.
人力资源管理包括所有管理决策和行动，这些决策和行动会影响到组织和员工之间的关系的本质，也就是人力资源。
Personnel Management: the specialist management function responsible for determining and implementing the policies and procedures which determine the stages of the employment cycle.
人事管理:负责决定和执行决定雇佣周期各阶段的政策和程序的专业管理职能。
Selection:
Recruitment人才招聘
Selection选择
Induction介绍
Training培训
Performance appraisal业绩与评估
Reward奖励
Discipline惩罚
Career planning职业规划
Promotion晋升
Termination终止结束
HRM function: The HRM function should be included in the organizational strategy. The Human Resource Manager or Director is now included in the top-level management of an organization e.g. the Board of Directors
人力资源管理功能:将人力资源管理功能纳入组织战略。人力资源经理或总监现在被包括在一个组织的最高管理层中，例如董事会
HRM is not just a department with a practical role, it is a perspective which sees employees as assets which should be supported, encouraged and retained.
人力资源管理不仅仅是一个具有实际作用的部门，它是一个将员工视为资产的视角，应该被支持、鼓励和保留。
Leadership
Definition: the process of influencing the activities of an organized group in its efforts toward goal setting and goal achievement.
一个有组织的团体在努力制定目标和实现目标时对其活动产生影响的过程。
1.Autocratic独裁
不好的:
Motivates by threat.恐吓激励
No confidence or trust in subordinates.不信任下属
好的:
imposes decisions, never delegates.果断，不委托职责
May be valuable in some types of business where decisions need to be made quickly and decisively在某些需要快速果断地做出决策的业务中可能很有价值
Makes decisions without consultation能在不咨询的情况下做出商业决策
2.Democratic民主
Encourages consultation and communication - e.g. team discussions, ideas boards, etc.
鼓励咨询和沟通——例如小组讨论、创意板等
Employees can be motivated by their ability to participate in decisions.
员工可以被他们参与决策的能力所激励。
Decision remains with the leader领导者做决策时
Persuasive: Leader takes the decision and seeks to persuade others that the decision is correct
有说服力:领导者做出决定并试图说服其他人，让他们相信这个决定是正确的
Consultative: There is a process of consultation before decisions are taken.
协商:在做出决定之前有一个协商的过程。
3.Laissez faire (free rein)自由发挥
'Let it be' - the leadership responsibilities are shared by all.
“顺其自然”——所有人都有领导责任。
Can be very useful in businesses where creative ideas are important.
在创意非常重要的商业领域非常有用。
Can be highly motivational, as people have control over their working life.
可以是高度激励，因为人们可以控制自己的工作生活。
Can make coordination and decision-making time consuming and lacking in overall direction
是否会导致协调和决策耗时且缺乏整体方向
(e.g. lecture16 答案！)
Approaches to leadership领导方法
1.Leadership of change领导力的变革
The most challenging aspect of business is leading and managing change
商业中最具挑战性的方面是领导和管理变革
2.Trait特质
The concept that leaders are born as leaders
领导者天生就是领导者的概念
3.Transformational转换
a leader who treats relationships with followers in terms of motivation and commitment, influencing and inspiring followers to give more than mechanical compliance and to improve organizational performance.
一种以激励和承诺来对待下属关系、影响和激励下属做出更多而不是机械服从、提高组织绩效的领导者。
4.Behavioral theories行为理论
Imply that leaders can be trained – focus on the way of doing things
暗示领导者是可以训练的——专注于做事的方式
5.Conversational交际
Focus on reducing negative messages sent out through the everyday actions of the business both externally and, crucially, internally.
注重减少通过日常业务活动发出的负面信息，包括外部的，至关重要的是内部的。
Build relationships and sense of belonging and identity with the organization.
建立与组织的关系、归属感和认同感。
6.Transactional事务性
a leader who treats relationships with followers in terms of an exchange, giving followers what they want in return for what the leader desires, following prescribed tasks to pursue established goals.
一种领导者把与追随者的关系看作是一种交换，给予追随者他们想要的东西，以换取他们所期望的东西，按照规定的任务去追求既定的目标。
e.g. walk the walk
7.Contingency预防性
Leadership needs to be more flexible to be more successful, managers need to use different leadership styles at different times depending on the circumstances.
领导需要更灵活才能更成功，管理者需要根据情况在不同的时间使用不同的领导风格。
Lecture 17 - Human Resource Management: Motivation, Business Communication
Motivation
Definition: the cognitive decision-making process through which goal-directed behavior is initiated, energized and directed and maintained
一种认知决策过程，通过这个过程，目标导向的行为被启动、激励、指导和维持
Poor motivation leads to poor performance缺乏积极性的后果
1. Lower productivity levels产品等级变低
2. Poor quality products and services产品、服务质量下降
3. High levels of complaints from customers顾客抱怨增多
4. Loss of customers with subsequently lower revenues顾客的减少导致收益的减少
5. Higher costs高成本
6. Higher staff turnover更多员工离职
7. Poor industrial relations工业关系恶化
if human resources are managed ineffectively, then: 如果人力资源管理不有效，则:
Teams may not function appropriately
团队可能无法正常运作
Individuals may be placed in positions that do not maximize or utilize their skills
个人可能被安置在不能最大化或利用其技能的岗位上
The culture of the business is not shared
企业文化不是共享的
Communication and decision making can be affected and mistakes occur
沟通和决策会受到影响，错误也会发生
All of these affect the relationship between the business and its customers
所有这些都会影响企业与其客户之间的关系
Communication
Definition: The communication process involves the transmission of information and the exchange of meaning between at least two people.
沟通过程包括至少两个人之间的信息传递和意义交换。
为什么：Good communication can empower and motivate employees. A lack of communication, an incorrect method or message can lead to resentment, demotivation etc.
良好的沟通可以授权和激励员工。缺乏沟通，不正确的方法或信息会导致怨恨，士气低落等。
1. The medium交流介质
Verbal (face to face), Paper based, Electronic, Image/visual
Inappropriate media may become a barrier to communication. The media should be selected taking into account the needs of the sender, the nature of the receiver and the purpose of communication
不合适的媒介有可能成为沟通的障碍，要考虑到发送者的需求、接受者的本性和沟通目的来选择媒介
2. Value交流价值
Motivation, Clarity of line, management, Reflection, Co-ordination & organization
激励，清晰的路线，管理，反思，协调和组织
The main problem of enterprises is ineffective communication. The root of enterprises is people, and good communication is of inestimable value.
企业的主要问题是因为无效沟通，企业的根本是人，良好的沟通价值不可估量。
3. To Who交流对象
Staff, Customers, Shareholders, Suppliers, Local community员工，客户，股东，供应商，当地社区
The nature of the medium and the content depends on the object of communication, and it is necessary to be sensitive to the object of communication, to determine whether the communication is formal or informal
介质和内容的性质取决于交流对象，对交流对象敏感是必要的，要确定沟通是正式的还是非正式的
4. The message交流信息
- Aim, Purpose, Type, Clear/confused, Importance-目标，目的，类型，清晰/混乱，重要性
5. Barriers交流障碍
Language, Technical content, Ignoring feedback, Emotional, Cultural, Lack of trust, Hierarchy
Lecture 18 – Corporate Social Responsibility (CSR)
Responsibility: Responsibility is the price of greatness. That applies to companies as well as individuals. If you want to be great, you have to behave responsibly.
责任:责任是伟大的代价。这既适用于公司，也适用于个人。如果你想变得伟大，你必须负责任地行事。
Corporate Social Responsibility
A corporation should be held accountable for any of its actions that affect people, their communities and their environment (also known as their stakeholders). It implies that negative business impacts on people and society should be acknowledged and corrected if at all possible.
企业应该对其影响到人们、社区和环境(也称为利益相关者)的任何行为负责。这意味着商业对人们和社会的负面影响应该得到承认和纠正，如果可能的话。
A commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large.
企业承诺按道德行事，为经济发展作出贡献，同时改善劳动人口及其家庭以及当地社区和整个社会的生活质量。
Stakeholders利益相关者
A person with an interest or concern in something 对某事有兴趣或关心的人
Customers客户
Want to know how products are made.想知道产品是如何制造的。
What is included in the product?产品包括什么?
Employees员工
Increasingly, society considers the employment practices of an organization before either
越来越多的，社会在考虑雇佣惯例之前，一个组织
e.g. Nike for alleged abuses of workers rights in Asia, Mexico & Pakistan
例如，耐克公司被指控在亚洲、墨西哥和巴基斯坦侵犯工人权利
local communities
当地社区
Many organizations have recognized that having a strong corporate image within their local community is vital for success
许多组织已经认识到，在当地社区拥有一个强大的企业形象是成功的关键
Intermediaries中介机构
They have similar concerns to those considered by employees and customers.
他们的担忧与员工和客户的担忧相似。
e.g. For example, the South China Morning Post reported in 2000 that a boycott of McDonald's
over the use of child labor by its mainland toy suppliers was being proposed. It claimed that about 400 children as young as 14 were working 16 hours a day making promotional toys in Shenzhen factories for the fast-food chain for worldwide distribution.
2000年《南华早报》曾报道，有人提议抵制麦当劳，原因是其大陆玩具供应商使用了童工。该公司称，在麦当劳全球分销的深圳工厂里，约有400名14岁以下的儿童每天工作16个小时，生产促销玩具。
Government政府
Governments will be influenced by pressure from society. Society is affected by, and often bears, the external costs of organizations.
政府会受到社会压力的影响。社会受到组织外部成本的影响，并经常承担外部成本。
Suppliers供应商
Taking into account the needs and views of suppliers is a combination of shrewd business sense and good ethical practice.
考虑供应商的需求和意见是精明的商业头脑和良好的道德实践的结合。
e.g.: In August and September 2007, Mattel recalled about 2,000,000 toys worldwide because they contained dangerous levels of lead paint. It blamed some Chinese manufacturers for flouting its safety guidelines
例:2007年8月和9月，美泰公司在全世界召回了大约200万件玩具，因为它们的油漆含铅量达到了危险水平。这是因为一些中国制造商无视其安全指南
financial community金融界
If they don’t like what you are doing, you cannot raise money for investment.
如果他们不喜欢你做的事情，你就无法筹集到资金进行投资。
Major companies put a lot of effort into convincing investors that they are a successful and responsible company.
大公司花了很多精力让投资者相信他们是一家成功的、负责任的公司。
Why should organizations be socially responsible?
为什么组织要承担社会责任?
Altruistic – the organization feels that it has a duty to think about the needs of society not simply the need to make a profit
利他主义——组织认为它有责任考虑社会的需要，而不仅仅是盈利的需要
Pragmatic – aspects of social responsibility, especially environmental policies, are opportunities to increase awareness of the organization, new or differentiated products or practices and ultimately to make more income for the organization.
务实-社会责任的各个方面，特别是环境政策，是增加组织意识的机会，新的或差异化的产品或做法，并最终为组织创造更多的收入。
Why should organizations NOT be socially responsible?
为什么组织不承担社会责任?
Philosophical: Companies should concentrate on what they are best at i.e. making money
哲学:公司应该专注于他们最擅长的事情，即赚钱
Pragmatic: Critics see CSR as being a form of short-term manipulation of stakeholders by companies.
务实:批评人士认为企业社会责任是企业对利益相关者的一种短期操纵。
Corporate Governance: ensuring that an organization is run in a responsible manner with due regard to its stakeholders.
公司治理:确保一个组织以负责任的方式运行，并充分考虑其利益相关者。
Internal control systems which prevent an abuse of power by one or more individuals. Chief executive and chairman should not be the same person
Balance of remuneration between long-term salary and payment for performance. The way that senior staff are paid should be visible
Recognizing employees as important stakeholders
Relationship between an organization and its auditors should be at arm’s length. Many of the scandals were as a result of the auditors not doing their job
防止一个或多个个人滥用权力的内部控制制度。首席执行官和董事长不应该是同一个人
在长期工资和绩效报酬之间保持平衡。高级职员的薪酬方式应该是显而易见的
承认员工是重要的利益相关者
组织与其审核员之间的关系应该保持距离。许多丑闻都是审计人员没有尽职的结果
Ethics vs. Morals: Morals define personal character, while ethics stress a social system in which those morals are applied.
伦理与道德:道德定义个人品格，而伦理强调道德在其中应用的社会体系。
Being ethical是道德的
premium products高端产品
Organizations have recognized that they need to be seen to operate in an ethical way
组织已经认识到，他们需要以一种合乎道德的方式运作
training staff培训员工
Companies are recognizing that unethical behavior can be commercially damaging
公司正在认识到不道德的行为可能对商业造成损害
Rewards奖励
More effective control and reward systems can encourage staff not to use unethical practices to benefit themselves at the expense of customers/society
更有效的控制和奖励制度可以鼓励员工不以牺牲客户/社会为代价，利用不道德的做法来为自己谋取利益
Technology技术
New technology is presenting new ethical problems
新技术带来了新的伦理问题
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