HND国际市场营销 OUTCOME
Contents
I.Introduction (2)
II.Discussion (2)
1 Why is the company comsidering entering international
markets (2)
2 Secondary sources of information (3)
3 The key opportunities and threats (4)
4 The process of Spain market assessment (5)
5 The modes of market (10)
6 Why select this mode (11)
III.Conclusion (11)
IV.References (11)
Report on PK Electrics
I.Introduction
PK Electrics was set up in 1987 in Ningbo, Zhejiang province, China. The company products cables, sockets, switches and light fittings and currently operating three factories all based in Zhejiang province. Over the years the organisation has developed a good reputation for quality and customer service. But over the last two years the rate of growth has begun to decline with sales rising 5% and profits by 2% last year. The management team are aware of big changes in international trading that have occurred over the last 10-15 years with the Chinese economy becoming more market-based and the more recent impact of China joining the World Trade Organisation in December 2001.
II.Discussion
1 Why is the company comsidering entering international markets
?Market saturation
?Market-related factors
?Production-related factors
?Personnel-related factors
?Risk-related factors
?Cost-related factors
?Product life cycle
In the case, PK Electrics is part of market saturation. With rising economic growth
and the rising disposable incomes, especially of the urban population PK Electrics has seen demand for its products grow as people seek improvements to their homes and living standards.
2 Secondary sources of information
PK Electrics enter Spain market. But the company need to consult information about Spain market. The company could consult from the following professional organization:
?The World Trade Organisation
PK Electrics could get commercial information about Spain:
?Goods schedules and tariff data
?Services schedules and MFN exemptions
?Trade Policy Reviews of Spain
?Dispute cases involving Spain
?DDA negotiating documents from or mentioning Spain(WORLD TRADE ORGANISATION, 06/18/2011)
?The World Bank
PK Electrics could get commercial information about Spain:
?Income level
?Economic policy and external debt
?Infrastructure
?Labor & social protection
?Private sector – merchandise trade(THE WORLD BANK, 06/18/2011)
3 The key opportunities and threats
PK Electrics has to understand PEST if it enter Spain market.
?Political:
?Spain is a higher score signifies a less violent and politically more stable society.
?the government introduced austerity reforms aimed at reducing the fiscal deficit to sustainable levels that reduced government employees' salaries,
froze pension funds, and suspended public works.
?Economic:
?interest rate stands at 1.00 percent
?Spain Gross Domestic Product is worth 1460 billion dollars or 2.35% of the world economy, according to the World Bank. From 1960 until 2009,
Spain's average Gross Domestic Product was 402.19 billion dollars reaching
an historical high of 1604.24 billion dollars in December of 2008 and a
record low of 12.07 billion dollars in December of 1960.
?Sociocultural:
?There are few elderlyies and they have small pensions in Sapin.
?In daily consumption, Spanish larger demand.
?Technological:
?Spain has defines its scientific and technological priorities focusing on not only its domestic needs but also the Community's ones.
?Spain's technology enters the information age.
(TRADING ECONOMIC, 06/19/2011)
Then, PK Electrics may meet opportunity and threaten.
?Opportunity:
?In daily consumption, Spanish larger demand. PK Electrics product all kinds of electrical items. The company can meet Spanish larger demand.
?Spain is a higher score signifies a less violent and politically more stable society. It could offer PK Electrics a stable market.
?Threaten:
?In the Spain, there are a lot of such PK Electrics. There are many competitors.
?Spainish life habits have different from Chinese. PK Electrics spend much time on marketing research.
4 The process of Spain market assessment
This is PK Electrics the process of Spain market assessment:
(Source: Mulbacher et al, International Marketing1999 International Thomson Business Press, London.)
Stage 1: Corporate policy
The organisation had focused predominantly on the trade market. The management team are aware of big changes in international trading that have occurred over the last 10-15 years with the Chinese economy becoming more market-based and the more recent impact of China joining the World Trade Organisation in December 2001. They have recently met with Trade delegations from several different countries and are now looking outside China for new markets to enhance their growth and business performance.
Stage 2: Market assessment criteria
The measure of the market with customers and national policy related. Market criterias:
?Income level
?GDP
?Population
?Poverty headcount ratio at national poverty line
Stage 3: Potential country markets
In the beginning, there are two countries market: Spain and South Africa. In the Question 3, Spain PEST have been analysed. Next, South Africa PEST analysis:
?Political:
The political arena has a huge influence upon the regulation of health care, the money available, the priorities for disease management. The market is not stable. PK Electrics consider issues such as:
?ecological/environmental issues
?current legislation home market
?future legislation
?SADC/international legislation
?regulatory bodies and processes
?Economic:
Marketers need to consider the state of a trading economy in the short and long-terms. This is especially true when planning for international marketing. PK Electrics need to look at:
?home economy situation
?home economy trends
?overseas economies and trends
?general taxation issues
?taxation specific to product/services
?market and trade cycles
?Sociocultural:
The social and cultural influences on business vary from country to country. It is very important that such factors are considered. Factors include:
?lifestyle trends
?demographics
?consumer attitudes and opinions
?media views
?law changes affecting social factors
?brand, company, technology image
?Technological:
Technology is vital for competitive advantage, and is a major driver of globalization. Consider the following points:
?competing technology development
?research funding
?associated/dependent technologies
?replacement technology/solutions
?maturity of technology
?manufacturing maturity and capacity(Wiki dot, 06/19/2011)
Market criterias:
?Income level: High income(Spain), Upper middle income(South Africa)
?GDP: $1,460,250,360,148 in 2009(Spain), $285,365,879,676 in 2009(South Africa)
?Population: 45,957,671 in 2009(Spain), 49,320,150 in 2009(South Africa)
(THE WORLD BANK, 06/19/2011)
Stage 4: Conditions (not) fulfilled
Through market criterias and PEST analyse, Spain’s conditions are fulfilled because Spain could offer a stable market. South Africa could not.
Stage 5: Local products and Stop assessments
At first, stop South Africa assessments. The company must know local products. Local products has FAGOR, BERONOR, MATHIUS, ect.
Stage 6: Success factors
?Technology
The company want to take in Spain market, and it have the strong technical support.
?Customer Care
Customers are god. The organisation have to develop a good reputation for customer service. This way of the enterprise for a long time.
?Promotion
Because the company is a foreign enterprise, it must increase the strength of promotion. Although initial cost greatly, it could bring long-term interests to the company.
Stage 7: Distinctive competencies
PK’s products are selectively distributed using specialist electrical retailers, department stores and more recently DIY outlets.
5 The modes of market
(SQA, August 2005, International Marketing: An Introduction)
PK Electrics should entry the mode is direct exports.
6 Why select this mode
?Total control
Direct export of its products offers a company greater control over the entire export transaction and entitles them to greater benefits.
?Direct contact with customers
Direct export could face to face customers. PK Electrics can better understand the needs of customers.
? A sales representative plays the role of the manufacturer's representative
He works on a commission basis. He uses the product manual and samples of the product, which he presents to the prospective buyers and entices them to purchase it. However, unlike an agent, who is entitled to take decisions on behalf of his company, a representative has no authority, and he takes no risk or responsibility of the product.
III.C onclusion
PK Electrics entry Spain market, which could increase profit.
IV.References
“Spain and the WTO”, (11/30/2009), (WORLD TRADE ORGANIZATION), Available: https://www.360docs.net/doc/3012078979.html,/english/thewto_e/countries_e/spain_e.htm(Accessed: 06/18/2011).
“Data of Spain”, (12/31/2009), (THE WORLD BANK), Available: https://www.360docs.net/doc/3012078979.html,/country/Spain (Accessed: 06/18/2011).
“SPAIN GROSS DOMESTIC PRODUCT”, (12/31/2010), (THE WORLD BANK), Available: https://www.360docs.net/doc/3012078979.html,/spain/gdp (Accessed: 06/19/2011).
“PEST Analysis”, (05/12/2007 at 20:19), (Wiki dot), Available: https://www.360docs.net/doc/3012078979.html,/pest-analysis (Accessed: 06/19/2011).
“Data of South Africa”, (12/31/2009), (THE WORLD BANK), Available: https://www.360docs.net/doc/3012078979.html,/country/Spain (Accessed: 06/19/2011).
Scottish Qualifications Authority (August 2005), International Marketing: An Introduction, China Modern Economic Publishing House, Beijing.
hnd_人力资源管理outcome1
1. Human Resource Management was introduced as a term to reflect how organisations achieed the best from their employees. It was reconised that the best way to compete in an ever-increasing worldwide market was to have highly motivated people. Human Resource Management refers to the practices and policies you need to carry out the personnel aspects of your management job, specifically, acquiring, training, appraising, rewarding, and providing a safe, ethical, and fair environment for your company’s employee s. 2. （1） Human resources management is said to incorporate and develop personnel management tasks, while seeking to create and develop teams of workers for the benefit of the organization. Personnel management is often considered an independent function of an organization. Human resource management, on the other hand, tends to be an integral part of overall company function. Personnel management is typically the sole responsibility of an organization's personnel department. With human resources management, all of an organization's managers are often involved in some manner, and a chief goal may be to have managers of various departments develop the skills necessary to handle personnel-related tasks. a.Emerging of Personnel Management/Social justice Evolution of Personnel management started in 19th century. During the 19th century’s governments began to feel pressure from the working class masses who started to question and defy the power of the aristocracy. This was called the social reform. The working class began to form workplace combinations and trade organizations to provide a collective voice for their rights. The fist Trade Union Conference held in 1868. The personnel function arises from the work of nineteenth century social reformers. b.Grouth in PM 1914-1939/Human bureaucracy The exact growth of personnel management started during First World War. Include the supply of welfare officer made mandatory by government and the title labour manager or employment manager came in the year 1920 in engineering industry and other industries where the factories was very importanty to handle absence、recruitment and so on. Second world war increased the importance of having personnel department In the early twentieth century, personnel began to move away from its primary focus on welfare. This was a period in which large-scale industrial organisations began to emerge. Personnel as a specialism started to take shape, with responsibility to look at areas such as organisational design and staffing. Some social scientis ts’ studies promoted the development of PM. For examples: Frederick Taylor and Elton Mayo c.Consent by negotiation During the 1950s and 1960s, the personnel function widened its role in organisations to include a bargaining role. Industrial relations became a key personnel role. The statutory duty placed on nationalised industries required them to negotiate with unions representing employees. University courses began to appear for personnel specialists. Personnel management perform different function such as Collective bargaining role, Implementation of legislation role, Social conscience of the business role, Growing performance improvement role. d. Organisation and integration
HND人力资源管理导论Outcome
“Escape to Wild”是一家成功的公司，专门通过邮购和小型的零售专营店来销售户外休闲服饰。它作为一家私营公司小规模的经营了超过15年的，一直到六年前，一位经理被聘请来扩展公司业务。首先，公司增加了邮购目录上的商品数，并且用了更大的仓库来存放和配送货物。四年前，“Escape to Wild”开了第一家自己的零售专营店，到现在，已经有了10家零售专营店，并有计划再多开五间店。两年前，公司建立了自己的网站，实现了网上购物，这部分的业务发展迅速，还带了了很多海外的订单。这位新经理上任以来，公司员工已由原来的20人发展到300人，业务也变得更大更复杂，持续需要加强员工来源已经成为这家户外服饰专营公司最强烈的需求，需要更多的员工是这家公司的当务之急。 “Escape to Wild”公司没有明确的人力资源部门。部门经理们根据自己部门的职责招聘新人，负责确定他们的薪酬水平。薪酬管理业务已经外包，员工培训一般是临时组织的，财务主管负责处理员工的合同和特殊情况，例如产假和加薪。 在这个快速发展的时期，公司已经开始将更多的精力投入到服务正在增加的客户群中。到目前为止，公司中员工的关系比较良好，但是，公司的现状表明是时候建立规定和程序从而能用更系统的方法去解决人力资源的问题。 在最近的公司管理层会议上，部门经理们不断的抱怨说他们花了太多的时间在处理一些日常的行政问题上，而这些问题明明都可以由人力资源部门来解决，如果公司能有一个这样的部门。不断增加的员工数量使得财务部门花大量的时间来处理与人事相关的问题。同时，部门经理们也会因为工作描述，招聘和甄选的实际操作，以及员工的薪酬待遇等问题产生矛盾。一个管理层的人员最近参加了一个关于员工法案的研讨会，法律
HND人力资源管理_outcome4
Contents 1.0 Introduction 2.0 Findings 2.1 Current Organizational Structure 2.1.1 the Characteristic of Hierarchical Structures 2.1.2 Span of Control 2.1.3 Departmentalization 2.1.4 Communication Patterns 2.1.5 the Chain of Command 2.2 Future Organizational Structure 2.2.1 the Characteristic of Hierarchical Structures 2.2.2 Span of Control 2.2.3 Departmentalization 2.2.4 Communication Patterns 2.2.5 Chain of Demand 2.3 Contingency Approach that help determine the Future structure 2.3.1 Task 2.3.2 Technology 2.3.4 Size 2.4 Relationships 2.4.1 Line Relationship 2.4.2 Functional Relationship 2.4.3 Staff Relationship 2.4.4 Lateral Relationship 2.5 Authority, Responsibility and Delegation 3.0 Conclusion 4.0 Reference
HND人力资源管理 outcome3
Contents 1. Introduction 2. Findings 2.1 Managerial Work 2.1.1 managerial activities 2.1.2 managerial role 2.2 Mechanisms that could measure managerial performance 2.3 Behavioral theory of leadership 2.4 Transformational theory of leadership 2.5 John Adair's Action Centered Leadership 2.5.1 The reasons why ACL may prove to be important 3. Conclusion 4. Reference
1. Introduction Scotia Airways is located next to Glasgow International Airport. My report will assess the main features of managerial work and explain the main roles and activities of managers. And I will describe the value of two mechanisms that could be used to measure managerial performance and justify how each could be used to assess managerial performance and identify and explain a behavioral theory of leadership and transformational theory of leadership. At last I will analyze how theories of leadership could be used to improve how managers lead staff through this change. 2. Findings 2.1 Managerial Work Management is all about running an organization in a steady state, ongoing administration, organizing structures, establishing systems and processes, controlling in particular by financial means. It can also be defined as the effective use and coordination of resources such as capital, plant, materials and labor in order to achieve defined objectives with maximum efficiency. 2.1.1 managerial activities Managerial activities can be described as following: forecasting, planning, organizing, commanding, coordinating and controlling. Forecasting means the manager can predict future events. Planning When managers are making planning, it required that the plan to meet anticipated demand. The board of directors express their hopes of the company, and their requires to the company, and then the managers analysis the external environment and the condition of the company. Making planning based on the analysis result. If the plan can get agreement from the board, the managers will convey the goals to every department an d staff. If the plan can’t get the agreement
国际市场营销
国际市场营销 第一章国际市场营销学导论 学习内容：一、企业进军国际市场的动因 二、国际市场营销的概念 三、国际市场营销与国际贸易的关系 四、国际营销的发展阶段 五、国际营销的挑战 教学要求：知识目标：掌握国际营销概念; 了解国际营销发展阶段，掌握企业开展国际营销的动因; 了解国际营销观念的演变，掌握国际营销发展阶段的特点； 了解跨国公司与国际营销的关系。 能力目标：能够运用国际营销观念分析国际营销活动，指导国际营销实践; 能够结合实际案例分析企业所处的国际营销阶段及其策略。 引导案例吉利收购沃尔沃成为中国汽车首家跨国企业----略 一、企业进军国际市场的动因 ?（一）动因：1.经济全球化的必然结果，是时代发展的必然趋势； 2.国内市场需求趋于饱和，市场竞争日益加剧； 3.国际市场的吸引力； 4.政府的鼓励与支持； 5.其它原因：*获得国外先进的科学技术和管理经验 *充分利用国外的资源，有利于提高规模经济效益 *其它 ?（二）方式： 1.出口Exporting； 2.许可证贸易Licensing； 3.在国外设立销售办事处或营销子公司； 4.国外直接生产与营销； 5.其它方式。 例1 从“海尔中国造”到“海尔世界造” 二、国际市场营销的概念 （一）国际市场营销的概念：国际市场营销是企业在一国以上从事经营与销售活动。 ?特点：复杂性、多样性、风险性 ?任务：从国际市场顾客需求出发，依据国内外不可控的各类环境因素，运用企业可控制的因素，制定、执行及控制企业的国际营销计划，实现企业的营销目标。 （二）国际市场营销体系 （三）国际市场营销与国际贸易的关系 ?国际市场营销与国际贸易的联系： 1.基本的经营方式相同； 2.所面临的经营环境是相同的； 3.部分理论基础相同： “比较利益学说”，“国际产品的生命周期理论”等。 判断正误：“国际贸易中的产品一定要跨越国界，而国际营销中的产品却不一定需要跨越国界。”?国际营销与国际贸易的比较 三、国际营销理念的演进 EPRG模型 美国宾州大学教授波尔穆特提出国际营销企业有四种导向：母国中心导向(Ethnocentric)、多元中心导向(Polycentric) 及全球中心导向(Geocentric) 、区域中心导向(Regioncentric) 国际营销企业的四个基本导向（EPRG模型）
华为的在国际的市场营销中地环境因素
华为在国际市场营销中的环境因素分析 ——以华为技术有限公司为例任何企业的营销活动,都不可能孤立地进行,而是在与外界有关因素相互联系、相互制约中开展的。随着我国改革开放，我国企业越来越多的跑到国际市场上与其他外企竞争，环境因素在国际市场营销中扮演的角色已经显的越来越重要。准确了解各国的国情和各种未知的环境因素并针对其制定合适的营销策略才是各个企业成功的关键。营销环境是指影响企业营销活动的各种外部因素，包括政治因素、文化因素、技术因素、人文因素、经济因素和自然因素。对企业来讲，这些因素里，随时蕴藏着商业机遇和潜在的威胁。而且他们错综负责，瞬息万变。企业尽管没有能力控制或左右营销环境。但是企业可以选择有利的环境因素，而且可以运用适当的营销决策来利用环境中的机遇，躲避环境中的威胁和风险。 （一）政治因素 作为一种跨国界的经济与贸易行为，国际营销脱离不了各国的政治法律环境的制约。世界各国由于不同的政治制度，不同的政治局势，具有不同法律效力的条约，公约及协定等，使得企业在不同的国家开展营销时，必须全面了解各国的政治和法律环境。 政府的作用及行为目标是国际政治因素的一个方面：一个国家的政府在政治与经济上的政策行为都有其既定的目标，这些目标在很大程度上取决于国家利益，比如国家经济的繁荣，政治的稳定，领土主权的完整，国家的安全等等。一国政府的行为目标是受其国家利益趋
势的，各国政府的行为目标在不同的时期有不同的重点。 第二方面为政治稳定性：过于频繁或突然的政权更迭会导致在该国的外国企业猝不及防，无法在政策上适应并做出相应的调整。动乱、内战、政变等政治冲突不仅可能直接对外国企业的人员及财产造成伤害，更可能因政治冲突导致东道国政府对外国企业政策上的变化，从而在一定时期内给外国企业在该国的营销活动带来种种不利因素。来自华为的内部人士表示，为一些贫穷的政局不稳的国家的电信运营商提供买方信贷，不仅在寻找担保银行时难度大，并且操作起来风险也很高。该人士说，类似于2002年紧急撤出政变中的委内瑞拉的事件时有发生，这会影响到运营商给华为的还款时间和能力。 第三方面为政治干预，指政府采取各种措施，迫使外国企业改变其经营方式，经营政策和策略。 针对这种情况，华为主要从以下几个方面来减少东道国的政治风险： 1.寻求当地的合作者，利用当地合作者在东道国的关系和影响，增进企业对东道国社会各方面的了解，从而减少政治风险。 经过多年的努力，华为在国际市场赢得了西方竞争对手的尊敬，进而与华为进行不同层次的合作以提高各自的市场竞争力。比如，华为与摩托罗拉进行OEM方式的合作；华为通过与3COM成立的合资企业成功的进入美国数据通信市场；华为与NEE、松下、西门子等建立了合作伙伴关系，进入全球市场。 2.政府搭台，即跟着外交路线走
HND人力资源管理outcome1
Individual Report F84T 34 Managing People and Organisations Outcome 1 NAME: u SCN: CLASS：
Contents Introduction (2) Section 1: Relationship between goals, objectives and policies (2) Section 2: Differences between the formal and informal organization (3) Section 3: Open System Theory (3) Section 4: Different stakeholders (4) Section 5: Effective control strategy (5) Conclusion (6) Reference (6)
Introduction The purpose of the report is what to understand more fully the organization management. I learned company's departments’ work together in order to achieve the company's goals. This report has five sections which are relationship between goals, objectives and policies，differences between the formal and informal organization，open System Theory, different stakeholders and effective control strategy. Section 1: Relationship between goals, objectives and policies The relationship between goals, objectives and policy facilitates to the effective management. Goals and objectives provide the desired results, and the policy is guiding people how to do. Feasible policies can help the realization of the aims and objectives of better. Goals: Goals are long-term. Consumer goals are to provide to the customer the demand of consumers.Shangri-La Hotels maintain a high quality of customer service. This is the Shangri-la Hotel's consumer goals. Product goals are to provide customers with high quality product. Craig insisted on selecting the freshest fruits and vegetables this is the Shangri-la Hotel product goals. Service goals are to provide customers with high standards of service. The Shangri-la Hotel promises when customers need the waiter, waiter arrive within five minutes to the customer side. This is the Shangri-la Hotel's service goals. Objectives: Objectives are short-term. Objectives are more specific than the goals; it can determine the specific direction. Objectives can help an organization determine a number of factors such as the time factor and the causal factors. The Shangri-la Hotel promises when customers need the waiter, waiter arrive within five minutes to the customer side. The Shangri-la Hotel maintained a 3-star Michelin chef. These are the Shangri-la Hotel's objectives. SMART make objectives more effective more efficient concrete. Kitchen staff training date is by May 1999. Waiting staff to attend table within 3 minutes.
国际市场营销章后习题参考答案
附录1 章后习题参考答案与提示 第1章 □知识题 1.1 阅读理解 1）国际市场营销（International Marketing，简称国际营销，也有的称国际行销）指的是企业在跨越国境的基础上计划和实施交易，以实现满足个人和组织需要的交换的过程。这里其主要特点是跨越国境的交易。与国内营销的主要区别是：①国际营销比国内营销面临更多不可控因素；②国际营销比国内营销面临着更复杂的需求；③国际营销比国内营销更需要统一的协调和控制；④国际营销的目标市场在国外，它的产品（或服务）应该满足国外客户的需要。 2）开展国际市场营销，主要是为了让企业的决策者在综合考虑分析国内外市场营销环境的基础上，捕捉营销机会，避免风险，制定进入国际市场的营销战略、策略，以实现企业的基本目标。因此，企业开展国际营销的目的是：①拓展企业的市场基础，扩大企业的经营业务；②获得国际市场的经验和资源，参与全球竞争；③获得全球基础上的竞争优势，加强企业的核心竞争能力；④分散化经营，规避经营风险。 3）这些环境因素包括三个方面。①营销可控因素。产品、渠道、价格和促销就是营销的可控因素，企业要达到自己的经营目标，必须以目标市场消费者的需求为中心，制定一个适应企业外部环境的营销方案。企业对外部环境认识得愈深刻，适应得愈好，效益就愈佳。 ②国内不可控因素，包括政治力量、经济形势和竞争环境等。这些因素往往对企业在国际市场上的营销活动产生直接或间接的影响。有时政府一项政治决定会给企业带来巨大的营销机会；而另一项决定也可能使原来谈妥的生意告吹。国内经济形势的好坏，也会影响企业海外投资办厂的能力，以及在国际市场购买的多寡。竞争环境往往构成企业实现营销目标的直接威胁。③国外不可控因素，包括政治力量、经济形势、社会文化环境、科技条件、竞争因素、地理环境、分销结构等，这些都是无法控制而且更为复杂的环境，但它们又是企业进入国际市场制订营销规划的基础和依据。 4）国际市场营销的主要任务包括：适应环境差距，包括文化差距、行政差距、地理差距和经济差距；进行跨国的组织协调；确定和管理组织的全球化决策，包括战略的全球化决策、企业组织的全球化决策、产品全球化决策及全球品牌决策等。 5）国际市场营销的观念包括民族中心主义、多元中心主义、区域中心主义及地球中心主义等。国际市场营销观念和国际市场营销的发展阶段以及组织形式是紧密相联的。企业处于什么样的发展阶段，就需要什么样的营销观念作为指导，同时也需要相应的组织形式来实践这些观念。例如，企业实施出口营销通常是因为贯彻了“国内市场延伸观念”的国际市场营销观念；实施国际市场营销的企业多采用国别市场营销观念，即公司意识到国外市场的重要性以及不同国别市场的差异性；实施全球营销的企业奉行全球营销观念，即认为世界市场是一个具有同质化特征的整体市场，因此，企业可以在全球范围内以近乎相同的营销组合来满足市场需求和欲望。
国际营销环境
?政治环境 ?案例导入 ?法律环境 ?案例导入 1政党体制 政府政策：政府政策的稳定性直接影响企业经党战略的长期性。 2民族主义：是影响国际营销最关键的政治因素，所有的东道国都会在其国内控制利润和借贷。控制外商对本国公司的冲击、控制外资对本国企业的投资规模等。 3政治风险：东道国未来政治变化的不确定性和东道国政府对外国企业未来利益损害的不确定性。 政治风险包括是什么？ ?总体风险 ?所有权/控制权 ?经营风险：生于企业对东道国政府控制性惩罚认识的不确定性，它主要表现在对生产、销售、财务等经营职能方面的限制。 ?转移风险：主要产生于对东道国政府限制经营所得和资本的汇出认识的不确定性，转移风险还包括货币贬值的风险。 ?总体政局：产生于企业对东道国政治制度前景认识的确定性
国际营销政治环境案例： 终止或冻结石油协议美要把法俄挤出伊油田?2003年5月，由美国任命的伊拉克石油部 负责人贾德班宣布，将终止萨达姆政府与 俄罗斯卢克石油公司签订的一份石油开采 协议，根据“双方协议”冻结萨达姆政府与 中石油集团签订的开发阿赫代布油田的协议。 美英试图为本国石油公司夺回利?在被推翻前的两年中，萨达姆政府与外国石油公司协商的特许开采协议涉及440亿桶的石油蕴 藏量，并承诺投资利润可达20%。美国石油公 司因政府禁令无法进入伊石油市场，对法俄同行很嫉妒。有报道称，美国石油公司曾同军工行业一起私下游说美国政府，推翻萨达姆政府。可以说，要求伊新政府宣布有关石油协议无效，是为美国石油公司夺得利益的第一步。 法俄公司努力保护既得利益 ?法国石油公司担心美英通过政府干预手段 将伊石油开采合同分配给美英公司，因此 强烈要求伊石油开采项目应进行公开招 标，以增加透明度和公平性。 ?俄卢克石油公司也表示，在它与伊新政 府商讨出解决办法之前，任何公司都不能 开采它们所承包的伊西古尔奈油田，否则 将向日内瓦国际仲裁法院提出诉讼。
HND 人力资源2
1Explain the validity of one process and more content theory of motivation and assess their applicability to scenarios that exist within Scotia Airways. Maslow’s Hierarchy of Needs Theory：Human needs can be classified into 5 levels, which can be portrayed in the shape of pyramid. In different stage of life, people will show their different urges to different levels of needs. Normally speaking, the main power of motivation usually comes from the most imperious needs level at present.It includes basic or physiological needs, safely and security needs, social needs, self-esteem needs, self-fulfilment needs. Basic or physiological needs is water sleep sex etc.Safely and security needs is security of body, of employment,of property,etc.Social needs is friendship, family.Self-esteem needs is self-esteem confidence,etc.Self-fulfilment needs is creativity, morality,etc.The high level is Self-fulfilment.Middle level are social needs self-esteem. Lower level are basic or physiological and Safely and security needs. The thing that can motivate staffs is the thing that they want to get. In this case when the investors first decided to set up Scotia Airways, they had a clear idea that business travel was a growth area. They set about appointing a management team whose experience and expertise was firmly grounded in the budget aviation market,it offer more chance about job and meet security of employment due to Future opportunities seem likely as the EU and UK government relax their control over the licensing of airline provision. Scotia Airways has been able to re tain the management team that were brought to the business in 1996. The vast majority of staff have also remained. It is the security of the employment and of friendship.The targets for scale of provision, passenger volume and market share are determined by senior managers, and middle and junior managers and employees then populate the details into the plan. It is benefit for staff acquire the satisfaction of achieve. So based on the above, Scotia Airways meet lower level needs and middle
人力资源管理hnd Outcome4 原文+翻译
Outcome 4: Assessment task 2 Supplement to the case study The merger David and Neil had their usual Friday meeting. This week the main area for discussion was the business’s need to re-structure. This issue had increased in priority when Neil explained that John Colbert Civil Engineering Contractors had approached him about a merger. John Colbert Senior was about to retire and the firm believed that continued success and growth could best be accomplished by creating a business that would cater fully for both the design and development of civil and structural engineering projects. One main reason behind this was that more and more clients wanted cost savings that could be derived from the synergy that would result from dealing with one organisation for design and development. Although both firms had reputations for high quality work, increasing competition and the need to make efficiency savings was making it more and more important that the two businesses looked to new possibilities for managing and developing. Over the past four years the two firms had worked together on a number of projects and they were about to start work on two major developments: the new leisure complex and the office block for the Scottish Executive, the latter of which was only secured as a result of the close working arrangement of the two firms. John and Neil were also aware that successful completion of this project could lead to more Scottish Executive projects. Currently John, a chartered civil engineer, employed two teams. Each team comprised a team leader, digger driver and three qualified builders. When working on large developments the two teams would work on site together, but be responsible for different aspects of the site development. For instance, in road development, one team would concentrate on road production whilst the other team concentrated on bridges or pathways, depending on the design specification. Neil agreed with John that, from a business perspective, a merger of the two companies could be beneficial in a number of ways: The merger would primarily be beneficial because the engineers would have the formal authority to manage the construction staff. At the moment, as designers, there was an informal acceptance that the design engineer was in charge of a given project on site. A merger would help clarify this relationship. John’s firm was based out of town and, in addition to the space for his equipment, he had a large office that would cope with the additional staff from Barbour Brown. In the past, engineering consultants had always preferred to be based in town centres. This was mainly to allow clients easy access to the engineers. As a result of new technology and computer networks, design communication tended to be done through phone calls and email. It was very rarely that clients visited the offices. When meetings were essential, these tended to take place either on site or at the client’s main office. The building that housed the offices of Barbour Brown was in a prime town location that could be