新視野商務(wù)英語綜合教程 Unit 2

1、Unit Overview By studying this unit, you are expected to: learn the common types of company structure; describe a companys structure; know how to write an e-mail to introduce a new colleague.,Unit 2 Company Structure,Unit 2 Company Structure,Unit 2 Company Structure,Task 1,Task 2,In a company there

2、are various departments with different functions. Discuss with your classmates the specific function of each of the following departments.,Task 1,1,2,3,4,5,6,Unit 2 Company Structure,The Human Resources Department ( 人力資源部) is responsible for the management of a companys workforce, and oversees the p

3、ractices and policies that affect the organizations employees. It is responsible for the attraction, selection, training, assessment, and rewarding of employees; it oversees organizational leadership and culture, and ensures compliance with employment and labor laws.,Unit 2 Company Structure,The Cus

4、tomer Care Department (客戶服務(wù)部), also called Customer Service Department, is to attract and retain customers. People in this department consult customers about their needs via e-mail, telephone or in person. They handle and resolve customer complaints, and conduct customer satisfaction surveys on a pa

5、rticular product or service.,Unit 2 Company Structure,The Marketing Department (市場部) creates value for customers and b uilds strong customer relationships in order to get value from customers in return. Its job includes identifying target customers, clarifying customers needs, keeping track of the t

6、rends of a particular field, and developing product promotion and advertising activities.,Unit 2 Company Structure,The Board of Directors (董事會) is very influential in a company. It decides the direction the company heads for and is directly accountable to the share holders. Each year the company wil

7、l hold an annual general meeting (A G M) at which the directors make a report to the shareholders on the performance of the company this year.,Unit 2 Company Structure,The Public Relations Department (公關(guān)系部) is responsible for giving a good Picture of the company to the public. It manages the public

8、relations strategy, takes care of the companys relationship with the mass media, and provides the public with necessary information so as to maintain a good relation with the public.,Unit 2 Company Structure,The Production Department (生產(chǎn)部) is to turn input (e.g. raw materials, labor, etc) into outpu

9、t (goods), and to insure that the goods meet the customers needs.,Unit 2 Company Structure,Unit 2 Company Structure,Task 2,The following are some common positions in most companies. Put them into Chinese.,1. CEO (Chief Executive Officer) 2. CFO (Chief Finance Officer) 3. Sales Director 4. Personnel

10、Manager 5. Public Relations Manager 6. Chief Accountant,首席執(zhí)行官,首席財務(wù)官,銷售總監(jiān),人事經(jīng)理,公關(guān)經(jīng)理,總會計師,Unit 2 Company Structure,Starting Point,Text,Understanding the Text,Activity 1,Dealing with Language,Focusing On Grammar,Setting,Activity 2,The HR Department is offering job orientation to the new employees. On t

11、he firstday, the employees get to learn about different types of company structure.,Setting:,Unit 2 Company Structure,Starting Point,Task 1,A companys choice of its structure is usually affected by many factors. The following are some. Can you add some more?,Unit 2 Company Structure,1. Business scal

12、ehow large the company is 2. Staff numberthe number of employees 3. Type of ownershipwho owns the company 4. Stage of developmenthow well is the company developed under certain structure 5. Type of businessthe particular field which the business specializes in. 6. Development strategyhow a company i

13、s going to position itself in the market in terms of the products or services it provides. 7. Target marketthe target customers needs. Changes in the target market may also cause changes in the companys structure.,For example, the structure of a company providing traveling services may differ a lot

14、from that of a big-brand restaurant.,For example, many fast developing companies tend to be small and flexible so that they can react to changes in the business environment quickly.,Unit 2 Company Structure,Company Structure,A company can be organized in many different ways, depending on its goals.

15、The structure of a company will determine the ways in which it operates and performs. Here are some of the most common types of company structures.,An Entrepreneurial Structure is most common in small companies. The company structure is totally centralized. This means that the leader, who is usually

16、 also the owner, makes all the key decisions. Communication between the leader and employees is via face-to-face conversations. It is particularly useful for new businesses as it enables the leader to control growth and development.,Unit 2 Company Structure,Unit 2 Company Structure,A Functional Stru

17、cture is best suited to large companies so that costs can be kept low. Employees perform specialized tasks. For instance, activities related to production, marketing and finance will be separated into three departments.,However, the marketing department might include sales, advertising and promotion

18、s. This leads to an efficient business where costs are kept low within each department. However, it could also lead to a lack of communication within the company, making the company inflexible and slow to respond when changes are required.,Unit 2 Company Structure,Unit 2 Company Structure,A Division

19、al Structure divides the company according to the type of work, region or product. Each division contains all the necessary resources and functions within it. An automobile company with a divisional structure might have one division for sports cars, another for subcompact cars, and a third for sedan

20、s.,Each division is responsible for its products and has its own resources such as finance, marketing and equipment. This structure allows flexibility and a quick response to changes in the market place.,Unit 2 Company Structure,Unit 2 Company Structure,A Matrix Structure groups employees by both fu

21、nction and product. A simple example of a matrix structure would be when individuals within the company are brought together in order to complete a particular project or task. The individuals are chosen for their particular skills and knowledge according to the needs of the project. The strength of

22、the Matrix Structure lies with the sharing of information and personnel.,In general, it has become increasingly clear that through forces of globalization, competition and more demanding customers, the structure of many companies has become flatter and less hierarchical.,Unit 2 Company Structure,公司結(jié)

23、構(gòu) 根據(jù)發(fā)展目標的不同，公司可以選擇不同的組織結(jié)構(gòu)。而公司的組織結(jié)構(gòu)又將決定其運作經(jīng)營的模式。以下是幾種最常見的公司結(jié)構(gòu)。,Unit 2 Company Structure,創(chuàng)業(yè)型結(jié)構(gòu)在小規(guī)模的公司中最為常見。創(chuàng)業(yè)型結(jié)構(gòu)的管理是完全集權(quán)化的，這意味著所有的重要決定都是由公司的領(lǐng)導(dǎo)者，通常也是公司的所有者作出的，上司與員工之間通過面對面的談話進行溝通。這種結(jié)構(gòu)于領(lǐng)導(dǎo)者掌握公司的成長與發(fā)展的狀況，對新公司尤其有利。,Unit 2 Company Structure,職能制結(jié)構(gòu)有助于低成本運作，大型公司尤其適合。在這種結(jié)構(gòu)下，員工各自執(zhí)行專門的工作任務(wù)。例如，生產(chǎn)、市場營銷和財務(wù)分屬三個部門。,Un

24、it 2 Company Structure,而市場營銷部門則又可能包含銷售、廣告和推銷工作。這樣一來，各部門可以在保持低成本的前提下實現(xiàn)高效率運作。然而，這也會導(dǎo)致公司內(nèi)部缺乏交流，在需要進行調(diào)整時，缺乏靈活性，反應(yīng)遲緩。,Unit 2 Company Structure,在部門制結(jié)構(gòu)下，公司部門根據(jù)工作種類、區(qū)域劃分或產(chǎn)品類型進行劃分，每個部門都擁有一切必需的資源和功能。采取部門制結(jié)構(gòu)的汽車公司可能會為跑車、超小型汽車和小轎車分別設(shè)立部門。,Unit 2 Company Structure,每個部門負責(zé)其特定產(chǎn)品，且各自擁有財政、市場和設(shè)備等方面的資源。采取這種結(jié)構(gòu)的公司在面臨市場調(diào)整時更

25、加靈活，反應(yīng)迅速。,Unit 2 Company Structure,矩陣式結(jié)構(gòu)依據(jù)功能和產(chǎn)品劃分員工工作。舉一個關(guān)于矩陣式結(jié)構(gòu)的簡單例子：為了完成某個項目或任務(wù)，根據(jù)項目需求，公司會從內(nèi)部（各部門）挑選有相關(guān)技能和知識的員工（組成項目組）。矩陣式結(jié)構(gòu)的優(yōu)勢在于它實現(xiàn)了內(nèi)部信息和人力資源的共享。,Unit 2 Company Structure,總而言之，在全球化的潮流下，競爭日趨激烈，消費者的需求日益增加，我們越來越清晰地看到，許多公司的組織結(jié)構(gòu)正變得更為精煉簡單，等級概念也越來越淡化。,Unit 2 Company Structure,Unit 2 Company Structure,de

26、termine,v. 規(guī)定；決定,Social status is largely determined by the occupation of the main breadwinner. What determines whether you are a career success or a failure? determination She reaffirmed her determination to over come all difficulties that would occur in the days to come.,e.g.,e.g.,Unit 2 Company S

27、tructure,perform v. 運作,All systems on the space shuttle appear to be performing well.,e.g.,When theres snow and ice, hows this car going to perform?,Unit 2 Company Structure,centralize,v. 集權(quán)；把（權(quán)利）集中,Power tends to centralize in the hands of those who use it.,centralization n. 集權(quán)化,Nowhere in Britain

28、has bureaucratic centralization proceeded with more pace than in Scotland.,e.g.,Attempts to centralize the economy have failed.,e.g.,Unit 2 Company Structure,via prep. 通過；借助于,Translators can now work from home, via electronic mail systems.,Its easy to check your bank account via the Internet. prep.

29、經(jīng)由；經(jīng)過 Mr. Baker will return home via Belgium and France.,e.g.,e.g.,Unit 2 Company Structure,enable v. 使能夠；使有機會,The goal of the training is to enable employees to work as a team.,e.g.,The money will enable us to hire more workers.,Unit 2 Company Structure,specialized adj. 專門的；專業(yè)的,The agency helps bus

30、inesses fill highly specialized positions.,e.g.,marketing n. 市場營銷,Holbrook has a position in marketing for a large department store.,The Specialized assets do not transfer easily.,e.g.,Unit 2 Company Structure,finance n. 財政；財務(wù)；金融,Finance is usually the biggest problem for students.,e.g.,v. 為提供（籌措）資金

31、,More than 100,000 was donated to help finance Ryans heart transplant.,e.g.,We financed the new house through the credit union.,Unit 2 Company Structure,sales n. 推銷活動,Those in a business who are responsible for sales.,e.g.,Many stores have started their January sales a month early.,Unit 2 Company St

32、ructure,promotion n. 促銷；宣傳,During 1984, Remington spent a lot of money on advertising and promotion.,e.g.,n. 晉升；升職,Cooper announced the promotion of Moore to vice chairman.,e.g.,Unit 2 Company Structure,inflexible adj. 不易改變的,Charles was a man of settled habits and inflexible routine.,e.g.,The propos

33、ed law is poorly written and inflexible.,e.g.,respond v. 做出反應(yīng)；回應(yīng),How did they respond to your criticism?,The patient responded well to surgery.,Unit 2 Company Structure,require v. 需要,e.g.,This will require some clear discussions and careful negotiation.,The job requires a college degree and a knowle

34、dge of computers.,Unit 2 Company Structure,divisional adj. 部門的,The team won the divisional championship.,e.g.,n. 部門,The companys Credit Data Division is based in Orange County.,e.g.,division,Unit 2 Company Structure,divisional adj. 部門的,The team won the divisional championship.,e.g.,n. 部門,e.g.,The co

35、mpanys Credit Data Division is based in Orange County.,division,Unit 2 Company Structure,region n. 地區(qū)；區(qū)域,Snow is expected in mountain regions.,e.g.,Tax incentives would be used to attract firms to the regions, away from the South-East.,adj. 地區(qū)的；區(qū)域的,e.g.,regional,It is not surprising to find regional

36、 variations in unemployment.,Unit 2 Company Structure,resource n.(人力、財力、物力）等資源,Today we are overpopulated, straining the earths resources.,e.g.,The police used every available resource to track down the killer.,subcompact,n. 超小型汽車,Plans call for the Swatch mobile to be 20 % smaller than a typical su

37、bcompact, able to wheel into a parking space sideways, cost about $ 10,000 and reach 90 miles an hour.,e.g.,sedan n. 廂式小客車；小汽車,A 10% price reduction for sedan-cars is forecast in the near future.,e.g.,Unit 2 Company Structure,Unit 2 Company Structure,flexibility n. 靈活；變通,The new software package com

38、bines power with maximum flexibility.,e.g.,Being self-employed allowed him the flexibility to work unusual hours.,Unit 2 Company Structure,response n. 反應(yīng)；回應(yīng),The public response to the new model has been very positive.,e.g.,She said she was writing in response to (=as a response to) an ad in the pape

39、r.,Unit 2 Company Structure,matrix n. 矩陣,The Ansoff Matrix illustrates major business strategies which have a strong impact on marketing strategy .,e.g.,n.網(wǎng)絡(luò)；網(wǎng)狀物,Birmingham has been described as a matrix of small workshops.,e.g.,Unit 2 Company Structure,individual n. 個體；個人,They wait for the group to

40、 decide rather than making individual decisions.,e.g.,Divide the vegetables among four individual dishes.,Unit 2 Company Structure,particular adj. 具體的；特定的；某一的,Fatigue is a particular problem for women.,e.g.,n. 全體職員,All personnel must attend the meeting.,e.g.,Particular emphasis will be placed on ora

41、l language training.,personnel,Unit 2 Company Structure,globalization n. 全球化,We need to take a more positive stance towards globalization.,e.g.,Trends toward the globalization of industry have dramatically affected food production in California.,Unit 2 Company Structure,demanding adj.（人）苛求的,He found

42、 he could no longer cope with his demanding job.,e.g.,v. 要求；需要,I demand to know whats going on here!,e.g.,Her boss was very demanding but appreciative of Christinas talents.,demand,Unit 2 Company Structure,hierarchical adj. 等級制度的,It is a very hierarchical company and theres little place for individu

43、al initiative.,e.g.,n.網(wǎng)絡(luò)；網(wǎng)狀物,A hierarchy of ideas and beliefs involves organizing them into a system or structure.,e.g.,The order of The Republic throughout is architectonic and hierarchical.,hierarchy,Unit 2 Company Structure,depend on 視而定；取決（于） He depended on his writing for his income. Admission

44、to the university depends solely on a students performance.,e.g.,Unit 2 Company Structure,for instance 例如 Let your child make some of the small decisions concerning his daily routine. For instance, allow him to choose what clothes he wears at the weekend. Old English was in many ways similar toModer

45、n German. For instance, the nouns, adjectives, and verbs were highly inflected.,e.g.,Unit 2 Company Structure,separate into 把分開 The police wanted to separate them into smaller groups. Wallersteins work can be separated into three main component themes.,e.g.,Unit 2 Company Structure,lead to 導(dǎo)致 Ethnic

46、 tensions among the republics could lead to civil war. He warned yesterday that a pay rise for teachers would lead to job cuts.,e.g.,Unit 2 Company Structure,lie with 在于；取決于 In the last analysis, the responsibility for this failure must lie with the chief engineer. The fault does not lie with the go

47、vernment officials.,e.g.,Unit 2 Company Structure,Understanding the Text,Write down the appropriate type of company structure under each chart according to the text.,Task 2,Functional Structure,Entrepreneurial Structure,Matrix Structure,Divisional Structure,Unit 2 Company Structure,Task 3,Answer the

48、 questions with the information you find in the text.,Which of the four types of company structure is the most common in small companies?,Entrepreneurial Structure.,The disadvantage is a lack of communication within the company, making the company inflexible and slow to respond when changes are requ

49、ired.,1.,2.What is the disadvantage of Functional Structure?,Unit 2 Company Structure,3. What is the advantage of Divisional Structure?,This structure allows flexibility and a quick response to changes in the market place.,The individuals are chosen for their particular skills and knowledge accordin

50、g to the needs of the project.,In Matrix Structure, how are individuals chosen to work for a particular project or task?,4.,Task 3,Answer the questions with the information you find in the text.,Unit 2 Company Structure,Work in pairs. Suppose you are one of the employees who have learned about the f

51、our types of company structure. Now briefly summarize what you have learned and tell it to your partner.,1,Unit 2 Company Structure,Entrepreneurial Structure Advantages: quick decision making as power is centralized; timely response to changes. Disadvantages: not suitable for larger business; top ma

52、nagers carrying a heavy workload; little initiative from the staff as they are not included in the decision-making process.,Know more:,Unit 2 Company Structure,Functional Structure Advantages: employees having no difficulty in understanding what is expected of them; all duties and responsibilities b

53、eing clearly defined. Disadvantages: departments being limited to their duties and, therefore, becoming short-sighted; a lack of communication within a company and slow response to changes.,Unit 2 Company Structure,Divisional Structure Advantages: flexibility and quick response to changes in the mar

54、ket; allowing a team to focus on a single product or service; being able to build a common culture that contributes both to higher morale and a better knowledge of the divisions portfolio. Disadvantages: the possibility of unequal allocation of company resources;divisions having too much autonomy an

55、d being concerned only with their own business.,Unit 2 Company Structure,Matrix Structure Advantages: quick responses to changes among a number of departments; enabling constructive development; closer cooperation and communication between departments as they work towards a common goal; information

56、being shared equally so decisions can be made for the benefit of the company. Disadvantages: more expensive to run the business because of the complex communication system; conflict on the allocation of resources between line managers and project managers.,Unit 2 Company Structure,Dealing with Langu

57、age,Task 4,Match the words and phrases from the text with their definitions.,1. operate 2. entrepreneurial 3. finance 4. marketing 5. be separated into 6. flexibility 7. hierarchical 8. response,a. the activity of deciding how to advertise a product, what price to charge for it etc., or the type of

58、job in which you do this b. the commercial or government activity of managing money, debt, credit, and investment c. having the qualities that are needed to succeed as an entrepreneur d. arranged according to different ranks or positions e. the ability to change or be changed easily to suit a differ

59、ent situation f. to organize a business or activity, or to carry out your business or activities in a particular way g. something that is done as a reaction to something that has happened or been said h. to be divided or split into different parts or layers,Unit 2 Company Structure,Task 5,Complete the sentences with the correct form of the words and phrases in Task 4.,The new policy of the company has proved to