工商管理专业英语unit2.ppt

Business School of Nankai University informercial: n. A commercial television program or relatively long commercial segment offering consumer information, such as educational or instructional material, related to the sponsor‘s product or service. 商业信息片 franchise: n. Authorization granted to someone to sell or distribute a companys goods or services in a certain area. 特许经营权 edge: n. A margin of superiority; an advantage: 强势 differentiation: n. 区别 tactical: adj. Of, relating to, or using tactics. 战术的 departmental: adj. 部门的 peer: n. A person who has equal standing with another or others, as in rank, class, or age: 同等的人与他人在如爵位、阶级或年龄上相当的人： A key managerial activity requiring conceptual skills is decision making, which has five distinct steps: recognizing the need for a decision, analyzing and defining the problem or opportunity, developing alternatives, selecting and implementing the chosen alternative, and evaluating the results. Managers monitor the results of decisions overtime and to see whether the chosen alternative works, whether any new problem or opportunity arises because of the decision, and whether a new decision must be made. There are two types of management decisions. Programmed decisions are routine, recurring decisions made according to a predetermined system of decision rules. In contrast, nonprogrammed decisions are unique and nonroutine. As a result, they generally can not be made according any set procedures or rules, although analogues, similar past experiences, or common sense may offer some guidance. Managers make both types of decisions based on varying amounts of information, which means their decisions have varying degrees of possible success or failure. Generally speaking, nonprogrammed decisions are riskier than programmed decisions because they carry a stronger element of the unknown. The less information a manager has, the larger the risk. However, great organizations like Microsoft are built by managers who aren’t afraid to take cal