Reading 300

Unit 1
5 tasks : planning, organizing, integrating, measuring performance and developing people

Unit 2
What are different between theory X & theory Y?
-Theory X assumes that people are lazy and will avoid work and responsibility if they can. Consequently,
workers have to be closely supervised and controlled

- Theory y assumes that most people have a psychological need to work and given the right conditions-
job security, financial rewards-they will be creative, ambitious and self-motivated by the satisfaction of
doing a good job

Why did Maslow criticize Theory Y?

-Because there are people who are unable to take on responsibility and be self-disciplined

Unit 3
Disadvantage and advantage of line structure and functional structure
Advantages
Line structure -A line structure tends to simplify
and clarify responsibility,
authority and accountability
relationships. The levels of
responsibility and authority are
likely to be precise and
understandable.
-A line structure promotes fast
decision making and flexibility.
- Because line organizations are
usually small, managements and
employees have greater
closeness.
Functional structure -reinforces specialized skills and
resources
-reduces duplication of scarce
resources
Disadvantage
-As the firm grows larger, line
organization becomes more
ineffective.
- Improved speed and flexibility
may not offset the lack of
specialized knowledge
-There is a tendency to become
overly dependent on the few key
people who an perform
numerous jobs.
-short-term focus on routine
tasks
-business perspectives are
narrow
 -facilitates communication -communication with other
within department departments is reduced

Unit 4
What is culture?
Culture habits - the beliefs and principles specific to each country or market

What is glocalization ?
Glocalization is a combination of the words “globalization” and “localization” used to describe a product
or service that is developed and distributed globally, but is also fashioned to accommodate the user or
consumer in a local market.

According to the Lewis, How many type of culture?

There are 3 type: multi-active, linear-active, reactive

EX:

+Multi-active: Hispanic America

+Linear-active: Germany, Switzerland

+Reactive: Vietnam

Unit 7
What is the infrastructure?
Economic infrastructure: the basic system and services, such as transport or power supplies, that the
country or organization uses to work effectively.

Why is the infrastructure important?

Infrastructure development is vital component in encouraging a country’s economic growth. Developing
infrastructure enhances a country’s productivity
How many sectors of the economy in 20th century & in 21th century?
What are they? Explain each sector?
-In 20th century

 The primary sector: agriculture, and the extraction of raw materials from the earth
 The secondary sector: manufacturing industry, in which raw materials are turned into finished
products
 The service sector: the commercial services that help industry produce and distribute goods to
their final customers, as well as activities such as education, healthcare, leisure, tourism,…

-In 21th century:

Add-> quaternary sector: consisting of information services such as computing, ICT, consultancy and
R&D

What are different between manufacturing and service?

- the output of manufacturing is tangible . The output of a service firm is intangible.

-Service firms, unlike manufacturers, do not hold inventory; they create a service when a client requires
it.

- Service delivery is labor intensive and cannot be easily automated. Manufacturers can automate many
of their production processes to reduce their labor requirements

- Service firms do not require a physical production site. Manufacturers must have a physical location
Classify activities according to which sector they belong to:
Primary Secondary Service
 Mining coal  Smelting iron  Advertising products
 Digging iron ore  Cutting metal  Calculating prices
 Pumping oil*  Milling metal  Distributing added value
 Pressing metal  Marketing products
 Welding metal  Transportation
 Assembling  Maintenance*
 Laying cables  Pumping oil*
 Building  Packaging products*
 Maintenance*
 Packaging products

Unit 8
Vocabulary

Unit 9
Pull and Push strategies???
-A push promotional strategy involves taking the product directly to the customer via whatever means,
ensuring the customer is aware of your brand at the point of purchase.

“Taking the product to the customer”

EX: Direct selling to customers in showrooms or face to face; Packaging design to encourage purchase

-A pull strategy involves motivating customers to seek out your brand in an active process.

“Getting the customer to come to you”

EX: Advertising and mass media promotion; Sales promotions and discounts

Unit 10
What is TQM?
Total Quality Management (TQM) is a management approach designed to improve the production
quality of goods and services

Unit 11
Why do companies’ product mixes regularly change?
Because customers’ need and markets are constantly evolving and because different products are
generally at different stages of their life cycles

Why do companies brand their products?

in order to distinguish them from competitor’s products

What is the difference between corporate branding and individual

branding?
Corporate branding means including the company’s name in all its products, while individual branding
means giving each product its own brand name

What is logo?
A graphic image or symbol specially created to identify a company or a product

Unit 12
Which stages do the following sentences about sales, costs, prices and
promotion describe?
1. Introduction stage
2. Growth stage
3. Maturity stage
4. Decline stage

Unit 13
What are the two functions of advertising?
Ad informs consumers about the existence and benefits of products and services, and attempts to
persuade them to buy them

What is the best kind of advertising? Why? List out some channel.
-Word-of-mouth:

 Word of mouth marketing expands your reach exponentially.

 Word of mouth marketing creates a higher level of trust
 Trust levels correlate with sales.
 Word of Mouth reaches new market segments
 Word of mouth marketing produces long-term value and the cycle continues

-TV, social media, website, radio, email, catalog, banner, newspaper, teleseminars