Reading and Comprehension The Management Pyramid 1
UNIT ONE 1
Reading and Practice Management Functions and Process 5
Reading and Translation The Roles and Skills of Management 12
UNIT TWO 15
Reading and Comprehension Job Analysis 15
Reading and Practice Recruitment 19
Reading and Translation Selection 26
UNIT THREE 30
Reading and Comprehension Performance Appraisal 30
Reading and Practice Training 34
Reading and Translation Compensation 41
Reading and Comprehension Historical Background of Organizational Behavior 45
UNIT FOUR 45
Reading and Practice Strategic Behavior:The Driving Force for Strategic Management 49
Reading and Translation 60
Diversity as a Business Strategy 63
UNIT FIVE 63
Reading and Comprehension Management Philosophies and Organization Structures 63
Reading and Practice New Technology and Organization Design 67
Reading and Translation Organization Design 75
UNIT SIX 80
Reading and Comprehension Analyzing Individual Difference and Retaining Your Best People 80
Reading and Practice Individual Differences 85
Reading and Translation Today’S Debates about Individual Differences 92
Reading and Comprehension How Do Effective General Managers Approach Their Jobs 96
UNIT SEVEN 96
Reading and Practice Situational Leadership 100
Reading and Translation Leadership 107
UNIT EIGHT 112
Reading and Comprehension Public Relations Comes of Age 112
Reading and Practice Integrated Marketing Communications 115
Reading and Translation Public Relations and the Net 122
UNIT NINE 126
Reading and Comprehension The Meaning of Social Responsibility 126
Reading and Practice Managerial Ethics 130
Reading and Translation The Organization’S Role in Ethical Behavior 138
Reading and Comprehension Management Information Systems 144
UNIT TEN 144
Reading and Practice Historical Perspective on Management Information Systems 148
Reading and Translation Data Life Circle 155
UNIT ELEVEN 158
Reading and Comprehension Importance of Controlling and Its Contributions to the Organization 158
Reading and Practice Characteristics of Effective Controls 162
Reading and Translation Types of Control 169
UNIT TWELVE 172
Reading and Practice The Law of Demand 175
Reading and Translation The Effect of Advertising on Demand 181
Reading and Comprehension Tastes and Preferences：One Determinant of Demand 182
UNlT THIRTEEN 184
Reading and Comprehension Marketing Management 184
Reading and Practice 188
The Marketing Manager 196
Reading and Translation Managing the Marketing Mix 196
UNIT FOURTEEN 200
Reading and Comprehension International Marketing 200
Reading and Practice Multinational Corporation 204
Reading and Translation International Marketing Planning and Strategy 211
UNIT FIFTEEN 215
Reading and Comprehension Financial Management 215
Reading and Practice Managing Stocks 220
Reading and Translation The Cost of Capital 227
UNIT SIXTEEN 232
Reading and Comprehension Asset Management Ratios 232
Reading and Practice Financial Analysis 236
Reading and Translation Financial Analysis in the Small Firm 241
UNIT SEVENTEEN 245
Reading and Comprehension The Capital Budgeting Process 245
Reading and Practice International Capital Budgeting 249
Reading and Translation Informal Methods of Risk Analysis in Capital Budgeting 257
UNIT EIGHTEEN 261
Reading and Comprehension Characteristics of High-Technology Industries 261
Reading and Practice Marketing Skills Are Crucial for High-Tech Companies 266
Reading and Translation Other Aspects of Strategic Management in High-Tech Companies 273
UNIT NINETEEN 277
Reading and Comprehension Strategic Planning 277
Reading and Practice Types of Objectives 282
Reading and Translation Characteristics of Soundly Conceived Objectives 290
UNIT TWENTY 294
Reading and Comprehension The Nature of Decision Making 294
Reading and Practice The Process of Decision Making 298
Reading and Translation Individual Decision Making 305
PRACTICAL WRITING 309
1 Application Letter 309
2 Business Letter 312
3 Invitation Card 315
4 E-mail 317
5 Notice 319
6 Resume 321
7 Postcard 324
8 Business Card 325
9 Memorandum 327
10 Advertisement 329
11 Contract 331
12 Business Report 334
13 Proposal Report 337
14 Feasibility Report 339
15 Title and Key Words 341
16 Abstract 343
17 Bibliography 346
18 Degree Paper（Ⅰ） 348
19 Degree Paper（Ⅱ） 350
20 Degree Paper（Ⅲ） 353
GLOSSARY 356