第四輯? TEST 1

Marketing?

An advertising slogan is a concise phrase that defines an advertising campaign. The most effective and catchy slogans are imprinted in the collective mindset of the masses so that the automatically associate thephrases with products for the longest time.?

Some advertising slogans have speeded so deeply into the public consciousness that they become much more than just some catchphrases to sell some products.?

For instance, the legendary Nike slogan "Just Do It " has emerged from its advertising shadows to become a mantra of life for many people. Some advertising slogans have such a long life that they may become part of pop culture.?

Advertising slogans are used in advertising campaigns to persuade you to buy certain products and services. Over the years there have been hundreds of slogans; some more successful than others.?

You probably remember some of the famous advertising slogans of the past and present.?

Like the war cry 政治口號(hào), you need a slogan to imprint your brand name in people's catchy phrases mind. A slogan can highlight the product's feature or benefit, or ask a question or say something which has absolutely nothing to do with the product.?

It has the ability to loan people's time and attention by putting consumers at the heart of the solution. Fact is, it is so crucial that companies spend billions on ads around the world to develop a marketing campaign just to achieve a successful brand awareness.?

Nike's slogan "Just Do It" doesn't say anything about the product, but yet it's one of the most popular tagline ever.?

The only role which probably should be followed is to keep it short and witty. A few words can say a lot.

Information management

It's important to communicate your strategic planning framework to employees at all levels of the organization. And not just once, but over and over again so that people never lose sight of the goals.?

It's also noted that most employees prefer to hear this information directly from their boss or manager.

But face to face communication is not the only method for keeping people informed about where you're going and what you need to do to get there.?

Smart leaders use a variety of communication tools and methods to keep their most important messages top of mind with employees throughout the year.?

Start by setting up a system to remind managers to discuss the goals and strategic planning framework elements with employees on regular basis.?

Provide tools and templates managers and team leaders can use a monthly team meetings and in one-on-one conversations. This will take care of the face-to-face communication that employees want and need.?

Post a blog on the company intranet that explains your view of the goals and why they are important. Also, use the Internet to highlight examples of people who have achieved significant progress toward the goals and/or performed in a way that "lives" the company's values.?

Used Twitter to send daily or weekly "tweets" - short, concise reminders of what employees need to focus on or what winning looks like for your organization.?

In addition to communicating with current employees on a consistent basis, make sure all new hires receive information about the strategic framework as part of their introduction to the company.?

For those components of your strategic framework that may change more frequently, update all employees every time there is a change. In addition to what is changing, tell people why.?

Development, on the other hand, deals with activities undertaken to expose employees to affirm additional duties and assume positions of importance in the organizational hierarchy.

Purchasing

Always pay on time. discuss vendor's needs and methods of doing business.?

If a wendor or service provider isn't meeting your expectations, discuss it immediately,and seek supplier's suggestions.?

When you're the customer, act the way your best customers do. Strive to give suppliers enough time to do a great job.?

When you find a good vendor, be loyal. Understand vendors' need to make a profit. Avoid unreasonable demands.

Evaluation, interview, workshop specialist, or a generalist.?

It takes more than technical expertise to succeed abroad.?

Being chosen by your company to handle an overseas assignment can be an exciting, rewarding experience. Unless, of course, you get sent to the "wrong" country.?

Many companies mistakenly select people to go overseas using the same criteria they would use for domestic positions, instead of using a systematic approach to find out who will do well in a certain country and who won't.?

For example, an aggressive manager may succeed in Germany, where businesses assertiveness is valued, but he will find great resistance among fellow managers in Mexico or China, where personal relationships are developed before business is discussed.?

Open-mindedness. You must be receptive to different beliefs and ideas without feeling as though your own are being challenged or threatened.?

Respect for others' beliefs. This predictor is specifically concerned with your ability to be nonjudgmental or other people's religious and political beliefs.?

Flexibility. You must be willing to consider and respond to ideas and options and opinions that conflict with your own. Flexibility is a way of approaching problems.?

Social adaptability. A loner or someone who feels most comfortable among a tight group of friends isn't suited for an overseas post.?

Establishing the foreign office? You may have prepared by educating yourself about that country's tax structures and employment laws, but have you prepared your staff??

As many as two in five managers fail in their overseas assignments, according to a recent survey by Right Management.?

According to the 202to CEOs and senior HR professionals surveyed, 42% of managers fail when they are sent abroad.?

An average of 16% of companies globally give minimal to no preparation at all, and for North American employers it's 22% that do virtually nothing. No wonder so many managers don't perform well outside their home country.?

In terms of preparing a manager for that kind of challenge, there are air variety of areas to cover, including language training and cultural-awareness training.?

According to the survey, only 14% of companies globally provide in-depth cultural training before sending a manager to a foreign office.