2. Management: it is a science that systematically studies the universal laws, basic principles and general methods of management process.
3. System: refers to an organic whole with specific functions, which consists of several interacting and interdependent components, and the system itself is a part of the larger system to which it belongs.
4. Hawthorne experiment: During the period of 1924- 1932, the National Research Council of the United States cooperated with Western Electric Company to conduct a research. Because the research was carried out in the Hawthorne factory of Western Electric Company, it was later called Hawthorne Experiment. Divided into: workshop lighting test; Relay assembly room test; Large-scale visits and investigations; Telephone coil assembly test.
5. Management theory jungle: After the Second World War, with the rapid development of modern natural science and technology and productivity, people attached great importance to management theory, studied modern management issues from their own perspectives, and combined with their own professional knowledge, formed a variety of management schools. American management scientist Cüneyt called all schools of management theory "the jungle of management theory".
6. Strategic management: it is the process of organizing the formulation and implementation of strategies. Its core problem is to ensure that the organization's own conditions adapt to the external environment and realize the long-term stable development of the organization.
7. Total Quality Management TQM: An organization takes quality as the center, takes full participation as the basis, and aims at satisfying customers and benefiting all members of the organization and society, and achieves long-term success.
8. Environmental uncertainty: refers to the complexity and variability of the organizational environment.
9. Social responsibility: refers to the responsibilities and obligations of organizations in observing, maintaining and improving social order, protecting and increasing social welfare.
10. Planning refers to making a plan, that is, according to the actual situation inside and outside the organization, weighing the subjective possibility of objective needs, and through scientific prediction, putting forward the goals that the organization will achieve in a certain period of time in the future and the methods to achieve these goals.
1 1. Commitment principle: It means that any plan is a commitment to complete a certain task. The greater the commitment, the longer it takes, and the less likely it is to achieve the goal.
12. goal: it is the expected result that the organization will achieve in a certain period of time according to its mission.
13. management by objectives: it is a management system or method that allows managers and employees of an organization to personally participate in the formulation of objectives, conduct self-control in their work, and strive to achieve the objectives.
14. strategy: it is the overall project of action policy and resource utilization direction to realize the mission and goal of the enterprise. It is the overall planning of development direction, action policy and resource allocation formulated to answer the mission and objectives. Divided into: corporate overall strategy, career strategy and functional strategy.
15. Policy: refers to the guidelines and clear provisions used by the organization to guide and communicate ideas and actions before making decisions or dealing with problems.
16. decision-making: it is an analysis and judgment process of choosing a reasonable scheme from more than two feasible schemes in order to achieve a certain goal.
17. Extrapolation: It is a method to predict future state by using past data.
18. Delphi method: expert prediction method. In the early 1950s, RAND Corporation cooperated with Douglas Corporation to study how to collect expert opinions through controlled feedback. Delphi is named method.
19. organizational work: it is an activity process of designing and maintaining an organizational structure conducive to effective collective activities.
20. Organizational structure: it is a formal framework for dividing, combining and coordinating people's activities and tasks in an organization, which is manifested in the arrangement order, spatial position, aggregation state, contact information and mutual relationship of all parts of the organization.
2 1. Principle of goal unification: It means that the contribution of each department or individual in the organization is more conducive to the realization of organizational goals, and the organizational structure is more reasonable and effective.
22. Job design: it is to combine several tasks to form a complete job.
23. Job characteristic model: MPS= (skill diversity+task identity+task importance) /3* autonomy * feedback.
24. Anthony structure: It is a management hierarchical structure proposed by Si Long Institute of Management. This structure divides operation management into three levels: strategic planning level, tactical planning level and operation management level.
25. Department: refers to the special field that managers in an organization have the right to govern in order to complete the specified tasks.
26. Authorization: It means that the superior gives the subordinate a certain power, so that the subordinate has considerable autonomy and action rights under certain supervision. Licensor has the right to command and supervise Licensee, and Licensee has the responsibility to report and complete the task.
27. Activation is an advanced form of employee participation. In this state, employees have the knowledge, skills, authority and willingness to make decisions and take actions within the prescribed limits. At the same time, they have a high sense of responsibility for the consequences of their actions and the success of the enterprise.
28. Business Process Reengineering: In order to greatly improve key performance indicators such as cost, quality, service and speed, business processes have been fundamentally rethought and completely redesigned.
29. Staffing: It refers to the proper and effective selection, training and evaluation of managers, with the purpose of staffing appropriate personnel to enrich the positions stipulated by the organization, so as to ensure the normal conduct of organizational activities and further realize the established goals of the organization.
30. Human resource management: Staffing refers to the staffing of all personnel in an organization, including both management personnel and non-management personnel.
3 1. Time interval judgment method: it is the longest time that must be consumed before knowing whether subordinates make accurate judgments.
32. Leadership: refers to the process of guiding and influencing the behavior of each member (individual) and all members (groups) in an organization, with the aim of making individuals and groups work voluntarily and confidently to achieve the established goals of the organization.
33. The principle of command consistency: refers to the more consistent the various commands issued by managers in the process of achieving goals, the smaller the contradiction between individuals in executing commands, and the greater the sense of responsibility of both leaders and leaders for the final result.
34. A team refers to a group of people who accomplish interdependent tasks and achieve the same mission.
35. Facilitator: someone who helps manage and maintain the team.
36. Communication: Information exchange refers to the process of transmitting some information or meaning to the object or object in order to obtain the effect of the object's response.
37. Motivation: refers to the activity process in which managers set demands, promote and induce subordinates to form motivation, and guide behaviors towards goals.
38. Control work: refers to the process that managers measure and evaluate the effectiveness of subordinates' work and take corresponding corrective measures according to pre-determined standards or standards newly formulated according to changes in the internal and external environment of the organization and the development needs of the organization.
39. Indirect control: management based on the fact that people often make mistakes or fail to take appropriate corrective or preventive measures in time.
40. Direct control: Compared with indirect control, it controls the work by improving the quality of managers, and thinks that all managers make the least mistakes.
4 1. Budget: It is to use figures to make plans for a certain period in the future, that is, to use financial figures or non-financial figures to represent the expected results.
42. Variable budget: It changes with the change of sales volume, so it is mainly limited to the application in expense budget. When the unit variable cost (expense) is constant, the total variable cost changes with the change of sales volume, so the variable budget is mainly used to control the fixed cost (expense) in practice.
43. Zero-based budgeting method: At the beginning of each budget year, all ongoing management activities are regarded as a fresh start, that is, based on zero.
8. The enterprise procurement center consists of five members: users, influencers, purchasers, decision makers and information controllers.
9, the main factors affecting the decision-making of industrial buyers:
Environmental factors, organizational factors (enterprise's own factors, goals and policies), interpersonal factors (status, authority, persuasion, etc.). ) and personal factors.
10, decision-making process of industrial buyers:
Understand the demand, determine the demand, explain the demand, find suppliers, solicit proposals, select suppliers, select ordering procedures, and evaluate contract performance.
1 1. The basis of consumer market segmentation: geographical segmentation, population segmentation, psychological segmentation and behavior segmentation.
★ 12. The meaning, characteristics, advantages and disadvantages of the target market strategy:
1) Indifferent marketing: regardless of the characteristics of each market segment, only pay attention to * * *, only launch a single product, and meet as many customer needs as possible with a single marketing combination. Excellent: beneficial to mass production and cost reduction. Missing: Not popular with all purchases. Also known as the majority fallacy.
2) Differentiated marketing: serve several sub-markets at the same time, design different products, and meet the needs of each sub-market by changing channels, promotion and pricing. Excellent: improve consumers' trust in the enterprise, increase the repeat purchase rate and increase the total sales. Shortage: Increased production costs and marketing expenses.
3) Centralized marketing: take one or several sub-markets with similar nature as the target market to gain greater market share. Excellent: It is relatively easy to get a favorable position and get a high return on investment. Lack: the risk is greater.
13. Strategies for enterprises to adjust and optimize product structure:
1) Expand product portfolio: Expand the width and depth of product portfolio. 2) Reduce the product structure; 3) extend the product; 4) Modernization of product categories
14. Advantages and disadvantages of using the middleman brand: Advantages: It can better control the price, reduce the purchase cost, be competitive and get higher profits. Disadvantages: spending a lot of money, ordering in large quantities, putting a lot of money in commodity inventory and taking risks.
15. Brand unification strategy: personal brand, unified brand, classified brand, enterprise name plus personal brand.
16. reasons for multi-brand strategy: enterprises operate more than two competing brands at the same time. 1) As long as it is accepted by retail stores, it will occupy a larger shelf area and the area of competitors will be reduced accordingly. 2) Attract more customers and increase market share. 3) It is helpful to the competition between product departments and product managers within the enterprise and improve efficiency. 4) enable enterprises to penetrate into different market segments and occupy a larger market.
★ 17, product life cycle strategy:
1) lead-in period: fast skimming, slow skimming, fast osmosis, slow osmosis. 2) Growth period: improve product quality, such as adding new functions and changing product style; Looking for new secondary markets; Change the advertising focus and establish the product image; Appropriate opportunity price reduction strategy. 3) Maturity: Adjust the market. Discover new uses of products or change promotion methods; Adjust products; Adjust the marketing mix. 4) recession: continuation strategy; Centralized strategy: concentrate capacity and resources on the most favorable sub-market and distribution channels; Shrinking strategy: reduce promotion expenses and increase profits; Give up strategy.
18, new product development process: seeking creativity, determining creativity, forming product concept, formulating marketing strategy, business analysis, product development, market trial sale and batch listing.
19, Measures and strategies adopted in the process of new product diffusion:
1) take off quickly: strengthen sales promotion, carry out advertising offensive and carry out promotional activities; 2) Rapid growth: promote oral communication, strengthen advertising campaign, provide support for middlemen, and use promotional means to make consumers buy again; 3) Maximize penetration rate: continue to adopt rapid growth strategy and update product design and advertising strategy; 4) Maintain a certain sales level: make depressed products continue to meet market demand, expand distribution channels and strengthen advertising offensive.
20. Pricing method:
1) cost-oriented pricing method: cost-based pricing method and target pricing method.
2) Demand-oriented pricing method: cognitive value pricing method and reverse pricing method.
3) Competition-oriented pricing method: market-oriented pricing method and bidding pricing method.
20. Pricing strategy:
1) Discount and preferential pricing strategies: cash discount, quantity discount, function discount, seasonal discount and preferential pricing strategies. 2) Regional pricing strategies: FOB origin pricing, unified delivery pricing, district pricing, base point pricing and free freight pricing. 3) Psychological pricing: prestige pricing, mantissa pricing and recruitment pricing. ★4) Differential pricing strategy: Also known as price discrimination, it means that an enterprise sells a product or service at two or more prices that do not reflect the difference in cost and expense ratio. Customer differential pricing, product form differential pricing, product location differential pricing, and sales time differential pricing. Conditions: the market must be subdivided and have different levels of demand; Buyers with lower prices will not resell at higher prices; It is impossible for competitors to compete at low prices; Cannot do more harm than good; Will not cause customers to resent; Not illegal. 5) New product pricing strategy: skimming pricing and penetration pricing. 6) Product portfolio pricing strategy: product line pricing, product selection pricing, supplementary product pricing, subdivided product pricing, by-product pricing and product series pricing.
2 1. The main functions of distribution channels: research, promotion, contact, cooperation, negotiation, logistics, financing and taking risks.
22. Types and causes of channel conflicts
1) Vertical channel conflict, horizontal channel conflict and multi-channel conflict.
2) Differences in goals, attribution, cognition and transition dependence.
23. Strategies for preventing and resolving channel conflicts: information strengthening strategy, information protection strategy (mediation, arbitration and litigation) and channel power strategy (reduction, prevention and resolution).
24. Method for enterprises to determine advertising budget: 1) Do what you can. 2) Sales percentage method. Calculate advertising expenses according to a certain proportion of sales. Excellent: make the management realize that various expenses are closely related to the change of total income; According to the relationship between unit advertising cost, product price and profit, consider the management of enterprises; Keep the competition relatively stable. Disadvantages: Causality inversion, easy to lose favorable marketing opportunities; It changes with the annual sales fluctuation, which conflicts with the long-term advertising plan; Determine a ratio at will; Equality. 3) Competitive equivalence method. (4) Target task method.
25, sales staff's task:
1) actively seek and find customers or potential customers; 2) transmitting the information of enterprise products and services to customers; 3) Do everything possible to promote products by promotion technology; 4) Provide various services to customers; 5) Regularly report the visit and promotion activities to the enterprise, conduct market research and collect market information.
26. Characteristics of personnel sales promotion: 1) Pay attention to interpersonal relationships and establish friendship with customers; 2) flexibility; 3) strong pertinence and less ineffective labor; 4) potential exchange can be realized and actual sales can be generated; 5) It is beneficial for enterprises to understand the market and improve the decision-making level; 6) Used in fierce competition, and also suitable for expensive and complicated products.
27. Marketing plan content: 1) Manager's summary; 2) Marketing status; 3) Analysis of opportunities and problems; 4) objectives; 5) Marketing strategy; 6) Action plan; 7) Estimated income statement; 8) control.
28, marketing organization type:
1) Specialized organizations: functional organizations, product organizations, market organizations and regional organizations.
2) Structural organization: pyramid type and matrix type.
29. Advantages and disadvantages of product-oriented organizations: excellent: able to effectively coordinate various marketing functions and actively respond to market changes; Smaller brands won't ignore it. Lack: lack of overall concept, departmental conflict, multi-head leadership.
30, product marketing manager's responsibilities:
1) Formulate long-term management and competition strategies for products; 2) Prepare annual marketing plan and sales forecast; 3) Study advertising design, program scheme and publicity activities together with advertising agents and distribution agents; 4) Stimulate the interest of sales staff and dealers in dealing in products; 5) Collect product information and market intelligence, and make statistical analysis.
3 1. Marketing control types: annual plan control, profitability control, efficiency control and strategic control.
32. Control method of annual plan: 1) sales analysis, 2) market share analysis: total market share, accessible market share, relative market share (the top three competitors) and relative market share (the market-leading competitors). 3) Analysis of the proportion of marketing expenses to sales. 4) Financial analysis. 5) Customer attitude tracking: complaint and suggestion system, fixed customer sample and customer survey.
33. Countermeasures to improve corporate ethics and social responsibility: 1) Optimize the marketing environment; 2) Shaping excellent corporate culture; 3) Formulate marketing ethics; 4) Pursue the concept of social marketing.
34. The difference between relationship marketing and trade marketing: 1) The core of trading is trading, which benefits from trading; The core of relationship is relationship, which benefits from cooperative relationship. 2) the transaction will limit its vision to the target market; This relationship involves a much wider range, including consumers, competitors, suppliers, distributors, government agencies and social organizations. 3) the transaction emphasizes the acquisition of customers; Relationship emphasizes the maintenance of customers; 4) The transaction does not emphasize customer service; This relationship highly emphasizes customer service; 5) Trading is limited customer participation and moderate customer contact; High customer participation and close customer contact.