1.现代管理学The modern era of management began early in the 20th century when classicaltheorists,economists,and industrial engineers offered a classical approach to increase the productivity of individuals and organizations.2.例如一种管理理论For example ,a management theory that emphasizes employee satisfactionmay be more helpful in dealing with a high employee turnover than with delays in production.3.甚至在今天Even today ,a great deal of what we know about management comes from theautobiographies and memoirs of men and women who are or have been practicing managers.4.尽管这些办法Although these approaches evolved in historical sequence ,later ideas havealways replaced early ones.5.在过去的30年During the last 30 years or so ,there have been attempts to integrate the threeapproaches to management—classical,behavioral,and management science.6.在这种情况下In this situation ,a compromise is necessary for the overall syetem to achieveits objective.7.例如严格的计划For example ,rigid plans,clearly defined jobs,antocratic leadership ,and tightcontrols have at times resulted in high productivity and satisfied workers.8.换言之In other words,the contingency approach seeks match different situations withdifferent management methods.9.当然富有远见Of cause ,having a vision is no guarantee of success.10.通常一份任务 A mission statement often focus on the market and customers that thecompany serves.11.这些管理人员These managers are the strategists who develop the plans that guide theorganization toward its goals.12.与其他人的沟通All the skills required to communicate with other people ,work effectivelywith them , motive them ,and lead them are interpersonal skills.13.为了把梦想变成In order to transform vision to reality ,managers must define specific goalsand objectives.14.最好的企业目标The best organizational ,measurable ,relevant ,challenging ,attainable ,andtime limited.15.折扣的发生A allowance occurs when a customer is not satisfied with a purchase for somereason.16.企业在计算These refunds and price reductions must be considered when the firm computersits net sales figure for the period.17.一系列这样的A series of these statement is a valuable tool for directing and controlling thebusiness.18.商人们谈及Businesspeople commonly use accounting terms when talking aboutcosts ,prices ,and profit.19.一份损益表The basic components of an operating statement are sales ,costs ,and profit orloss.20.零售商们正在寻求Retailers are searching for new marketing strategies to attract and holdcustomers.21.零售商们必须对Retailers must decide on three major product variables :productassortment ,services mix ,and store atmosphere.22.多数零售商不能Too many retailers fail to define their target markets and positions clearly.23.零售商的价格A retailer’s price policy is a crucial positioning factor and must be decided inrelation to its target market , its product and service assortment ,and its competition24.零售商使用Retailers use the normal promotion tools—advertising ,personal selling ,salespromotion ,and public relations—to reach consumers.25.零售商必须确定The retailers must determine both the product assortment’s width and itsdepth.26.制定正确价格The first step in setting the right price is to establish pricing goals.27.对于产品和服务The basic ,long-term pricing framework for a good or service should be alogical extension of the pricing objectives.28.因此，在销售Thus ,changing a pricing strategy can require dramatic alternations in themarketing mix.29.低价格可以获取The low price designed to capture a large share of a substantial market ,resulting in lower production costs.30.当生产由于技术Managers may follow a skimming strategy when production cannot beexpanded rapidly because of technological difficulties ,shortages ,or constraints imposed by the skill and time required to produce a product.31.低价格可以吸引Low price can draw additional buyers to enter the market.32.广告的基本功能The most basic function of advertising is to identify products anddifferentiate them from others.33.为了提高销售额To increase their sales or profit,companies develop marketing strategy byusing various marketing elements.34.广告的另一个功能Another function of advertising to induce consumers to try new productsand to suggest reuse.35.广告涉及到通过Advertising involves presenting the message,usually through the massmedia,to a large group of people know as target audience.36.通过同时向许多人By informing many people at once about available products andservices,advertising greatly reduces the costs and higher profits,can ease the task of personal selling.37.广告的定义有许多The definitions of advertising are many and varied.38.广告是产品和服务Advertising is a very important tool that enables competitors to enter themarket place.39.市场营销组合是由The marketing mix includes a set of elements known as four Ps and theyare under the heading of product,price,place and promotion.1.The three ( T )2.In solving ( F )3.In order words ( T )4.The systems ( T )5.Managers around ( T )6.It seeks ( F )7.Between the ( F )8.Management is ( T )9.To meet ( F ) 10.In order to ( T )11.As the ( T ) 12.A starting ( F ) 13.Technical skills ( F ) 14.And using ( F ) 15.An operating ( F ) ually, however ( T ) 17.An allowance ( F ) 18.All this ( T ) 19.Today, national ( T ) 20.They see ( F ) 21.Most retailers ( T ) 22.For all ( T ) rge retailers ( F )24.Small retailers ( T ) 25.A good ( T ) 26.A profit ( F ) 27.Theoretically ( T ) 28. A successful ( F ) 29.As a product ( T ) 30.A company’s ( T ) 31.Advertising is ( T ) 32.Advertising can ( F ) 33.The first ( T ) 34.The freedom ( T ) 35.Advertising itself ( T ) 36.All advertising ( F ) 37.All forms of ( T ) 38.advertising has ( F )1. 古典方法Classical approach to Management2. 管理学行为方法Behavioral approach to Management3. 管理学科学方法Management science approach4. （管理学）权变情境方法Contingency or situational approach to Management 1. 远见，洞察力Vision 2. 任务表述Mission statement 3. 长期目标Goal1. 短期目标Objective2. 管理结构Management pyramid3.高层管理者Top managers 1. 战略目标Strategic goals 2. 中层管理着Middle managers 3.战术目标Tactical objectives 1.一线管理者First-line managers 2. 损益表Operating Statement1. 销售总额Gross sales 2 价格折扣Allowance 3 净利润Net profit 1. 目标市场Target market2.市场定位Market positioning 1. 中间商品牌Private brand or middleman brand 2.价格策略Price strategy1. 撇指定价Price skimming2. 渗透定价Penetration pricing 1. 基础价格Base price 2 促销活动Promotion campaign3.目标受众Target audience 1. 促销组合Promotional mix 2.品牌忠诚Brand loyalty1.The managers described their ( generalize ) 管理者描述他们自己的管理经验，还尝试去概括他们认为可以被运用到相似情形中的那些准则。