1、12Unit OverviewBy studying this unit, you are expected to: learn the common types of company structure; describe a companys structure; know how to write an e-mail to introduce a new colleague.Unit 2 Company Structure3Unit 2 Company Structure4Unit 2 Company StructureTask 1Task 25In a company there ar
2、e various departments with different functions. Discuss with your classmates the specific function of each of the following departments. Task 1123456 Unit 2 Company Structure6 T h e H u m a n R e s o u r c e s Department ( 人力资源部) is responsible for the management of a companys workforce, and oversee
3、s the practices and policies that affect the organizations employees. It is responsible for the attraction, selection, training, assessment, and rewarding of employees; it oversees organizational leadership and culture, and ensures compliance with employment and labor laws. Unit 2 Company Structure7
4、 T h e C u s t o m e r C a r e Department (客户服务部), also called Customer Service Department, is to attract and retain customers. People in this department consult customers about their needs via e-mail, telephone or in person. They handle and resolve customer complaints, and conduct customer satisfac
5、tion surveys on a particular product or service. Unit 2 Company Structure8 The Marketing Department (市场部) creates value for customers and b uilds strong customer relationships in order to get value from customers in return. Its job includes identifying target customers, clarifying customers needs, k
6、eeping track of the trends of a particular field, and developing product promotion and advertising activities. Unit 2 Company Structure9 The Board of Directors (董事会) is very influential in a company. It decides the direction the company heads for and is directly accountable to the share holders. Eac
7、h year the company will hold an annual general meeting (A G M) at which the directors make a report to the shareholders on the performance of the company this year. Unit 2 Company Structure10 T h e P u b l i c Re l at i o n s Department (公关系部) is responsible for giving a good Picture of the company
8、to the public. It manages the public relations strategy, takes care of the companys relationship with the mass media, and provides the public with necessary information so as to maintain a good relation with the public. Unit 2 Company Structure11 The Production Department (生产部) is to turn input (e.g
9、. raw materials, labor, etc) into output (goods), and to insure that the goods meet the customers needs. Unit 2 Company Structure12Unit 2 Company StructureTask 2The following are some common positions in most companies. Put them into Chinese.1. CEO (Chief Executive Officer)2. CFO (Chief Finance Offi
10、cer)3. Sales Director4. Personnel Manager5. Public Relations Manager6. Chief Accountant首席执行官首席执行官首席财务官首席财务官销售总监销售总监人事经理人事经理公关经理公关经理总会计师总会计师13Unit 2 Company StructureStarting Point TextUnderstanding the TextActivity 1Dealing with LanguageFocusing On GrammarSettingActivity 214The HR Department is offe
11、ring job orientation to the new employees. On the firstday, the employees get to learn about different types of company structure.Setting: Unit 2 Company Structure15Starting PointTask 1A companys choice of its structure is usually affected by many factors. The following are some. Can you add some mo
12、re? Unit 2 Company Structure1. Business scalehow large the company is2. Staff numberthe number of employees3. Type of ownershipwho owns the company4. Stage of developmenthow well is the company developed under certain structure5. Type of businessthe particular field which the business specializes in
13、.6. Development strategyhow a company is going to position itself in the market in terms of the products or services it provides.7. Target marketthe target customers needs. Changes in the target market may also cause changes in the companys structure.For example, the structure of a company providing
14、 traveling services may differ a lot from that of a big-brand restaurant.For example, many fast developing companies tend to be small and flexible so that they can react to changes in the business environment quickly.16Unit 2 Company StructureCompany Structure A company can be organized in many diff
15、erent ways, depending on its goals. The structure of a company will determine the ways in which it operates and performs. Here are some of the most common types of company structures. 17 An Entrepreneurial Structure is most common in small companies. The company structure is totally centralized. Thi
16、s means that the leader, who is usually also the owner, makes all the key decisions. Communication between the leader and employees is via face-to-face conversations. It is particularly useful for new businesses as it enables the leader to control growth and development.Unit 2 Company Structure18Uni
17、t 2 Company Structure A Functional Structure is best suited to large companies so that costs can be kept low. Employees perform specialized tasks. For instance, activities related to production, marketing and finance will be separated into three departments. 19However, the marketing department might
18、 include sales, advertising and promotions. This leads to an efficient business where costs are kept low within each department. However, it could also lead to a lack of communication within the company, making the company inflexible and slow to respond when changes are required. Unit 2 Company Stru
19、cture20Unit 2 Company Structure A Divisional Structure divides the company according to the type of work, region or product. Each division contains all the necessary resources and functions within it. An automobile company with a divisional structure might have one division for sports cars, another
20、for subcompact cars, and a third for sedans. 21Each division is responsible for its products and has its own resources such as finance, marketing and equipment. This structure allows flexibility and a quick response to changes in the market place. Unit 2 Company Structure22Unit 2 Company Structure A
21、 Matrix Structure groups employees by both function and product. A simple example of a matrix structure would be when individuals within the company are brought together in order to complete a particular project or task. The individuals are chosen for their particular skills and knowledge according
22、to the needs of the project. The strength of the Matrix Structure lies with the sharing of information and personnel. 23 In general, it has become increasingly clear that through forces of globalization, competition and more demanding customers, the structure of many companies has become flatter and
23、 less hierarchical. Unit 2 Company Structure24 公司结构 根据发展目标的不同，公司可以选择不同的组织结构。而公司的组织结构又将决定其运作经营的模式。以下是几种最常见的公司结构。 Unit 2 Company Structure25 创业型结构在小规模的公司中最为常见。创业型结构的管理是完全集权化的，这意味着所有的重要决定都是由公司的领导者，通常也是公司的所有者作出的，上司与员工之间通过面对面的谈话进行沟通。这种结构于领导者掌握公司的成长与发展的状况，对新公司尤其有利。 Unit 2 Company Structure26 职能制结构有助于低成本运作
24、，大型公司尤其适合。在这种结构下，员工各自执行专门的工作任务。例如，生产、市场营销和财务分属三个部门。Unit 2 Company Structure27而市场营销部门则又可能包含销售、广告和推销工作。这样一来，各部门可以在保持低成本的前提下实现高效率运作。然而，这也会导致公司内部缺乏交流，在需要进行调整时，缺乏灵活性，反应迟缓。 Unit 2 Company Structure28 在部门制结构下，公司部门根据工作种类、区域划分或产品类型进行划分，每个部门都拥有一切必需的资源和功能。采取部门制结构的汽车公司可能会为跑车、超小型汽车和小轿车分别设立部门。Unit 2 Company Struc
25、ture29每个部门负责其特定产品，且各自拥有财政、市场和设备等方面的资源。采取这种结构的公司在面临市场调整时更加灵活，反应迅速。Unit 2 Company Structure30 矩阵式结构依据功能和产品划分员工工作。举一个关于矩阵式结构的简单例子：为了完成某个项目或任务，根据项目需求，公司会从内部（各部门）挑选有相关技能和知识的员工（组成项目组）。矩阵式结构的优势在于它实现了内部信息和人力资源的共享。 Unit 2 Company Structure31 总而言之，在全球化的潮流下，竞争日趋激烈，消费者的需求日益增加，我们越来越清晰地看到，许多公司的组织结构正变得更为精炼简单，等级概念也
26、越来越淡化。 Unit 2 Company Structure32 Unit 2 Company Structuredeterminev. 规定；决定 Social status is largely determined by the occupation of the main breadwinner. What determines whether you are a career success or a failure?determination She reaffirmed her determination to over come all difficulties that w
27、ould occur in the days to come.e.g.e.g.33 Unit 2 Company Structure perform v. 运作 All systems on the space shuttle appear to be performing well.e.g. When theres snow and ice, hows this car going to perform?34 Unit 2 Company Structurecentralizev. 集权；把（权利）集中 Power tends to centralize in the hands of th
28、ose who use it.centralization n. 集权化 Nowhere in Britain has bureaucratic centralization proceeded with more pace than in Scotland.e.g. Attempts to centralize the economy have failed.e.g. 35 Unit 2 Company Structureviaprep. 通过；借助于 Translators can now work from home, via electronic mail systems. Its e
29、asy to check your bank account via the Internet. prep. 经由；经过 Mr. Baker will return home via Belgium and France. e.g. e.g. 36 Unit 2 Company Structureenablev. 使能够；使有机会 The goal of the training is to enable employees to work as a team.e.g. The money will enable us to hire more workers.37 Unit 2 Compan
30、y Structurespecializedadj. 专门的；专业的 The agency helps businesses fill highly specialized positions. e.g. marketingn. 市场营销 Holbrook has a position in marketing for a large department store. The Specialized assets do not transfer easily.e.g. 38 Unit 2 Company Structurefinancen. 财政；财务；金融 Finance is usual
31、ly the biggest problem for students.e.g.v. 为提供（筹措）资金 More than 100,000 was donated to help finance Ryans heart transplant.e.g. We financed the new house through the credit union. 39 Unit 2 Company Structuresalesn. 推销活动 Those in a business who are responsible for sales. e.g. Many stores have started
32、their January sales a month early.40 Unit 2 Company Structurepromotionn. 促销；宣传During 1984, Remington spent a lot of money on advertising and promotion. e.g.n. 晋升；升职 Cooper announced the promotion of Moore to vice chairman.e.g. 41 Unit 2 Company Structureinflexibleadj. 不易改变的Charles was a man of settl
33、ed habits and inflexible routine.e.g. The proposed law is poorly written and inflexible. e.g.respondv. 做出反应；回应How did they respond to your criticism? The patient responded well to surgery. 42 Unit 2 Company Structurerequirev. 需要e.g. This will require some clear discussions and careful negotiation. T
34、he job requires a college degree and a knowledge of computers. 43 Unit 2 Company Structuredivisionaladj. 部门的The team won the divisional championship.e.g.n. 部门The companys Credit Data Division is based in Orange County. e.g.division44 Unit 2 Company Structuredivisionaladj. 部门的The team won the divisio
35、nal championship.e.g.n. 部门e.g. The companys Credit Data Division is based in Orange County. division45 Unit 2 Company Structureregionn. 地区；区域 Snow is expected in mountain regions.e.g. Tax incentives would be used to attract firms to the regions, away from the South-East.adj. 地区的；区域的e.g.regionalIt is
36、 not surprising to find regional variations in unemployment. 46 Unit 2 Company Structureresourcen.(人力、财力、物力）等资源Today we are overpopulated, straining the earths resources.e.g. The police used every available resource to track down the killer. 47subcompactn. 超小型汽车Plans call for the Swatch mobile to be
37、 20 % smaller than a typical subcompact, able to wheel into a parking space sideways, cost about $ 10,000 and reach 90 miles an hour.e.g. sedann. 厢式小客车；小汽车A 10% price reduction for sedan-cars is forecast in the near future.e.g. Unit 2 Company Structure48 Unit 2 Company Structureflexibilityn. 灵活；变通Th
38、e new software package combines power with maximum flexibility. e.g. Being self-employed allowed him the flexibility to work unusual hours. 49 Unit 2 Company Structureresponsen. 反应；回应The public response to the new model has been very positive. e.g. She said she was writing in response to (=as a resp
39、onse to) an ad in the paper.50 Unit 2 Company Structurematrixn. 矩阵The Ansoff Matrix illustrates major business strategies which have a strong impact on marketing strategy .e.g.n.网络；网状物Birmingham has been described as a matrix of small workshops.e.g.51 Unit 2 Company Structureindividualn. 个体；个人They w
40、ait for the group to decide rather than making individual decisions.e.g. Divide the vegetables among four individual dishes.52 Unit 2 Company Structureparticularadj. 具体的；特定的；某一的Fatigue is a particular problem for women.e.g.n. 全体职员 All personnel must attend the meeting.e.g. Particular emphasis will b
41、e placed on oral language training.personnel53 Unit 2 Company Structureglobalizationn. 全球化We need to take a more positive stance towards globalization.e.g. Trends toward the globalization of industry have dramatically affected food production in California.54 Unit 2 Company Structuredemandingadj.（人）
42、苛求的He found he could no longer cope with his demanding job.e.g.v. 要求；需要 I demand to know whats going on here! e.g. Her boss was very demanding but appreciative of Christinas talents.demand55 Unit 2 Company Structurehierarchicaladj. 等级制度的 It is a very hierarchical company and theres little place for
43、individual initiative.e.g.n.网络；网状物A hierarchy of ideas and beliefs involves organizing them into a system or structure.e.g. The order of The Republic throughout is architectonic and hierarchical.hierarchy56 Unit 2 Company Structure depend on 视而定；取决（于） He depended on his writing for his income. Admis
44、sion to the university depends solely on a students performance. e.g.57 Unit 2 Company Structure for instance 例如 Let your child make some of the small decisions concerning his daily routine. For instance, allow him to choose what clothes he wears at the weekend. Old English was in many ways similar
45、toModern German. For instance, the nouns, adjectives, and verbs were highly inflected. e.g. 58 Unit 2 Company Structure separate into 把分开 The police wanted to separate them into smaller groups. Wallersteins work can be separated into three main component themes.e.g.59 Unit 2 Company Structure lead t
46、o 导致 Ethnic tensions among the republics could lead to civil war. He warned yesterday that a pay rise for teachers would lead to job cuts.e.g.60 Unit 2 Company Structure lie with 在于；取决于 In the last analysis, the responsibility for this failure must lie with the chief engineer. The fault does not lie
47、 with the government officials. e.g.61 Unit 2 Company StructureUnderstanding the TextWrite down the appropriate type of company structure under each chart according to the text.Task 2 Functional Structure Entrepreneurial Structure Matrix Structure Divisional Structure62 Unit 2 Company StructureTask
48、3Answer the questions with the information you find in the text.Which of the four types of company structure is the most common in small companies? Entrepreneurial Structure.The disadvantage is a lack of communication within the company, making the company inflexible and slow to respond when changes
49、 are required.1.2.What is the disadvantage of Functional Structure?63 Unit 2 Company Structure3. What is the advantage of Divisional Structure?This structure allows flexibility and a quick response to changes in the market place.The individuals are chosen for their particular skills and knowledge ac
50、cording to the needs of the project.In Matrix Structure, how are individuals chosen to work for a particular project or task?4. Task 3 Answer the questions with the information you find in the text.64Unit 2 Company Structure Work in pairs. Suppose you are one of the employees who have learned about
