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1、1,Teaching Courseware: New Business English Intensive ReadingBook TwoB,2,New Business English Intensive Reading Book Two B,新编商务英语精读 第二册 全国商务英语研究会推荐教材,3,6 Management,9 Successful Businessmen,8 Trademark,7 Interview,10 Successful Business,4,New Business EnglishIntensive Reading Book TwoB,Picture-Word
2、Associating Game Unit SixUnit SevenUnit EightUnit NineUnit Ten,Unit Six ManagementUnit Seven InterviewUnit Eight TrademarkUnit Nine Successful BusinessmenUnit Ten Successful Business,5,WarmupTextTranslationNotesNew WordExamplesExercisesExtendedActivities,Unit Six - Reading I Areas of Management,6,1.
3、 Within any large company, the top, middle, and first-line managers work in a variety of areas including marketing, finance, operations, human resources, and information.2. Marketing includes the development, pricing, promotion, and distribution of a product or service. Thus, marketing managers are
4、responsible for getting products and services to buyers. Marketing is especially important for firms dealing in consumer products, such as Procter & Gamble, Coca-Cola, and Levi Strauss. As a result , these firms often have large numbers of,7,marketing managers at a variety of levels. For example, a
5、large firm will likely have a vice president for marketing (top manager), regional marketing managers (middle managers), and several district sales managers (first line managers).3. In contrast , firms that produce industrial products like machinery and janitorial supplies tend to put less emphasis
6、on marketing and to have fewer marketing managers. However, these firms do not ignore marketing altogether. In recent years, hospitals and universities have also come to recognize the value and importance of marketing.,8,4. Management of the firms finances, including its investments and accounting f
7、unctions, is extremely important to its survival . Nearly every company has financial managers to plan and oversee its financial resources. Levels of financial management may include a vice president for finance (top), division controller (middle), and accounting supervisor (first-line). For large f
8、inancial institutions like Citicorp, Bank of America, and Merrill Lynch, effective financial management is the companys reason for being. No organization, however, can afford to ignore the need for management in this area.,9,5. A firms operations are the systems it uses to create goods and services.
9、 Operations managers are responsible for production control, inventory control, and quality control, among other duties. Manufacturing companies like Boeing and Sony have a strong need for operations managers at many levels. Such firms typically have a vice president for operations (top), plant mana
10、gers (middle), and foremen or supervisors (first-line). In recent years, sound operations management practices have also become increasingly important to service organizations, hospitals, universities, and the government.,10,6. Every enterprise uses human resources. Thus, most companies have human r
11、esource managers to hire employees, train them, evaluate their performance, decide how they should be compensated , and, in some cases, to deal with labor unions. Large firms may have several human resource departments, each dealing with specialized activities. Exxon, for example, has separate depar
12、tments to deal with recruiting and hiring, wage and salary levels, and labor relations. Smaller firms may have a single department, while very small organizations may have a single person responsible for all human resources activities.,11,7. A new type of managerial position that is appearing in man
13、y organizations is that of information manager. These managers are responsible for the design and implementation of various systems to gather , process, and disseminate information. Dramatic increases in both the amount of information available to managers and in the ability to manage it have led to
14、 the emergence of this important function. While relatively few in number now, the ranks of information managers are increasing at all levels. Some firms such as Firestone and Federal Express, for,12,example, have top management positions called Chief Information Officer. Middle managers engaged in
15、information management help design information systems for divisionsor plants. Computer systems managers within smaller business or operations are first-line managers.,13,译 文: 管 理 范 围1 在任何大公司里，高层、中层和一线经理都工作在各个领域，包括市场营销、财务、业务、人力资源和信息等部门。2 市场营销包括产品的开发、定价、促销和分销或服务。因此，营销经理负责把产品和服务送到买家。市场营销对企业经营消费者的产品是特别
16、重要的，如宝洁、可口可乐和列维斯特劳斯。结果，这些公司往往有大量的不同层次的营销经理。例如，大公司会可能有一个副总裁负责营销工作（高端经理） 、区域营销经理（中层管理人员 ） ，以及几个地区销售经理（一线经理） 。3 与此相反，生产工业品的公司，例如机械和物业管理用品，往往淡化对市场营销的偏重，也没几个营销经理。但是，这些公司并不完全忽视市场营销。近几年，医院和大学也开始认识到营销的价值和重要性了。,14,4 公司的财政管理，包括其投资和会计职能，对其生存是极为重要的。几乎每一个公司都有财务经理来计划并监督其财政资源。财政管理层次，可能包括副总裁负责财务（高层） 、部门主管（中层） 及会计主管（一线） 。对于像花旗集团、美国银行、美林证券这样的大型金融机构，有效的财务管理是该公司能生存的原因所在。无论如何，任何组织机构，都不能忽略财政管理工作的需求。5 公司的业务是一个生产货物和产品服务的系统。业务经理，负责生产控制、库存控制和质量控制，以及其他职责。像波音公司和索尼公司这样的制造业公司，特别需要多层次的业务经理。这类公司通常有一个副总裁负责业务（ 高层 ） 、工厂经理（中层） 和工头或领班（一线） 。近年来，对于服务机构、医院、大学和政府，进行强有力的业务管理也已变得越来越重要。,
