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营利性组织

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正确答案:

营利性组织是指直接从事各种创造利润的经济活动的社会组织,如各类工业企业、农业企业、金融企业、商业服务企业、交通运输企业、高新科技企业等。

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市场占领

营利性组织是指什么?

A企业是国内著名的服装制造厂,其产品主要面向时尚年轻一族,但近年来A企业对服装的流行趋势把握不准,其产品逐渐不受年轻消费者喜爱。2014年恰逢A企业成立50周年,该企业计划借此机会实施主题为“我的时尚我做主”的大型公关活动,以此吸引目标消费群体,开拓市场。

问题:

如果你是此次活动的策划者,你将如何设计?请写出你的策划思路。

问题:

1、活动正式实施前,要对活动的组织者、操作者进行培训,使他们了解活动的全局和细节,使他们在工作中提供“建设性的劳动”;

2、在活动正式开始后,要坚持程序化管理,按既定的标准和规则推进各个流程,以避免出过多差错和混乱;

3、要注重边实施、边策划、边修正。前期的策划不可能尽善尽美,因此,在活动中要根据实际情况灵活应对各种挑战和变数。

品牌表现是指什么?

前不久,国内某航空公司发生多架次航班同时延误的事件,致使千余名旅客滞留机场,航空公司给出的解释是天气原因所致。但当日有消息称,航班延误是由于飞行员罢工造成。而当记者就此进行采访时,该公司仍坚称此次事件是天气原因导致。第二天,又有消息称,航空公司与罢工飞行员协商,但尚未达成一致。在事件发生3天后,该公司才公开做出道歉,但仍把原因归咎于恶劣天气。很快,中国民航局派出工作组就这一事件展开调查。最终,民航局工作组查明真相并对该公司进行了批评与处罚,停止了其两条航线经营权。

问题:

(1)危机处理的原则是什么?

(2)请运用相关理论分析该航空公司危机处理的失败之处。

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SellingDigitalMusicwithoutCopy-protectionMakesSense A. Itwasuncharacteristicallylow-keyfortheindustry’sgreatestshowman.ButtheessaypublishedthisweekbySteveJobs,thebossofApple,onhisfirm’swebsiteundertheunassumingtitle“ThoughtsonMusic”hasnonethelessprovokedavigorousdebateaboutthefutureofdigitalmusic,whichAppledominateswithitsiPodmusic-playerandiTunesmusic-store.Atissueis“digitalrightsmanagement”(DRM)—thetechnologyguardingdownloadedmusicagainsttheft.SincethereisnocommonstandardforDRM,italsohastheside-effectthatsongspurchasedforonetypeofmusic-playermaynotworkonanother.Apple’sDRMsystem,calledFairPlay,isthemostwidespread.SoitcameasasurprisewhenMr.JobscalledforDRMfordigitalmusictobeabolished. B. ThisisachangeoftackforApple.IthascomeunderfirefromEuropeanregulatorswhoclaimthatitsrefusaltolicenseFairPlaytootherfirmshas“lockedin”customers.SincemusicfromtheiTunesstorecannotbeplayedonnon-iPodmusic-players(atleastnotwithoutalotoffiddling),anyiTunesbuyerwillbedeterredfromswitchingtoadevicemadebyarivalfirm,suchasSonyorMicrosoft.WhenFrenchlawmakersdraftedabilllastyearcompellingAppletoopenupFairPlaytorivals,thecompanywarnedof“state-sponsoredpiracy”.OnlyDRM,itimplied,couldkeepthepiratesatbay. C. ThisweekMr.JobsgaveanotherexplanationforhisformerdefenceofDRM:therecordcompaniesmadehimdoit.TheywouldmaketheirmusicavailabletotheiTunesstoreonlyifAppleagreedtoprotectitusingDRM.TheycanstillwithdrawtheircataloguesiftheDRMsystemiscompromised.ApplecannotlicenseFairPlaytoothers,saysMrJobs,becauseitwoulddependonthemtoproducesecurityfixespromptly.AllDRMdoesisrestrictconsumerchoiceandprovideabarriertoentry,saysMrJobs;withoutittherewouldbefarmorestoresandplayers,andfarmoreinnovation.So,hesuggests,whynotdoawaywithDRMandsellmusicunprotected?“Thisisclearlythebestalternativeforconsumers,”hedeclares,“andApplewouldembraceitinaheartbeat.” D. Whythesuddenchangeofheart?MrJobsseemschieflyconcernedwithgettingEurope’sregulatorsoffhisback.RatherthancomplainingtoAppleaboutitsuseofDRM,hesuggests,“thoseunhappywiththecurrentsituationshouldredirecttheirenergiestowardspersuadingthemusiccompaniestoselltheirmusicDRM-free.”Twoandahalfofthefourbigrecordcompanies,hehelpfullypointsout,areEuropean-owned.MrJobsalsohopestopainthimselfasaconsumerchampion.AppleresentsaccusationsthatithasbecometheMicrosoftofdigitalmusic. E. Applecanaffordtoembraceopencompetitioninmusicplayersandonlinestores.Consumerswouldgravitatetothebestplayerandthebeststore,andatthemomentthatstillmeansApple’s.MrJobsisevidentlyunfazedbyrivalstotheiPod.Sinceonly3%ofthemusicinatypicaliTuneslibraryisprotected,mostofitcanalreadybeusedonotherplayerstoday,henotes.(AndeventheprotectedtrackscanbeburnedontoaCDandthenre-ripped.)SoApple’sdominanceevidentlydependsfarmoreonbrandingandeaseofusethanDRM-related“lockin”. F. ThemusicgiantsaretryingDRM-freedownloads.Lotsofsmallerlabelsalreadysellmusicthatway.Havingseenwhichwaythewindisblowing,MrJobsnowwantstobeseennotasDRM’sdefender,butasaconsumerchampionwhohelpedinitsdownfall.Wouldn’titleadtoasurgeinpiracy?No,becausemostmusicisstillsoldunprotectedonCDs,peoplewishingtostealmusicalreadycandoso.Indeed,scrappingDRMwouldprobablyincreaseonline-musicsalesbyreducingconfusionandincompatibility.Withtheleadingonlinestore,Applewouldbenefitmost.MrJobs’sargument,inshort,istransparentlyself-serving.Italsohappenstoberight. NotestoReadingPassage1 1.low-key: 抑制的,受约束的,屈服的 2.showman: 开展览会的人,出风头的人物 3.unassuming: 谦逊的,不夸耀的,不装腔作势的 4.iPod: (苹果公司出产的)音乐播放器 5.iTunesstore: (苹果公司出产的)在线音乐商店 6.getoffperson’sback: 不再找某人的麻烦,摆脱某人的纠缠 7.gravitate: 受吸引,倾向于 8.unfazed: 不再担忧,不被打扰 Questions1-7 DothefollowingstatemetsreflecttheclaimsofthewriterinReadingPassage1? WriteyouranswerinBoxes1-7onyouranswersheet. TRUEifthestatementrefletstheclaimsofthewriter FALSEifthestatementcontradictstheclaimsofthewriter NOTGIVENifitisimpossbiletosaywhatthewriterthinksaboutthis 1.AppleenjoysacontrollingpositionindigitalmusicmarketwithitsiPodmusic-playerandiTunesmusic-store. 2.DRMisagovernmentdecreeissuedwithapurposetoprotectdownloadedmusicfromtheftbyconsumers. 3.LackofstandardizationinDRMmakessongsboughtforonekindofmusicplayermaynotfunctiononanother. 4.ApplehasbeencriticizedbyEuropeanregulatorssinceithasrefusedtograntalicenseFairPlaytootherfirms. 5.Allmusiccanbeeasilyplayedonnon-iPodmusicdevicesfromSonyorMicrosoftwithouttoomuchfiddling. 6.AppledependsfarmoreonDRMratherthanbrandingforitsdominanceofthedigitalmusicdevices. 7.IfDRMwascancelled,Sonywouldcertainlydominatetheinternationaldigitalmusicmarket. Questions8-10 ChoosetheappropriatelettersA-Dandwritetheminboxes8-10onyouranswesheet. 8.WhichofthefollowingstatementsaboutMr.Jobs’ideaofDRMisNOTTRUE? 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Roguetheoryofsmellgetsaboost 1.Acontroversialtheoryofhowwesmell,whichclaimsthatourfinesenseofodourdependsonquantummechanics,hasbeengiventhethumbsupbyateamofphysicists. 2.CalculationsbyresearchersatUniversityCollegeLondon(UCL)showthattheideathatwesmellodourmoleculesbysensingtheirmolecularvibrationsmakessenseintermsofthephysicsinvolved. 3.That'sstillsomewayfromprovingthatthetheory,proposedinthemid-1990sbybiophysicistLucaTurin,iscorrect.Butitshouldmakeotherscientiststaketheideamoreseriously. 4."Thisisabigstepforward,"saysTurin,whohasnowsetuphisownperfumecompanyFlexitralinVirginia.Hesaysthatsincehepublishedhistheory,"ithasbeenignoredratherthancriticized." 5.Mostscientistshaveassumedthatoursenseofsmelldependsonreceptorsinthenosedetectingtheshapeofincomingmolecules,whichtriggersasignaltothebrain.Thismolecular'lockandkey'processisthoughttoliebehindawiderangeofthebody'sdetectionsystems:itishowsomepartsoftheimmunesystemrecogniseinvaders,forexample,andhowthetonguerecognizessometastes. 6.ButTurinarguedthatsmelldoesn'tseemtofitthispictureverywell.Moleculesthatlookalmostidenticalcansmellverydifferent—suchasalcohols,whichsmelllikespirits,andthiols,whichsmelllikerotteneggs.Andmoleculeswithverydifferentstructurescansmellsimilar.Moststrikingly,somemoleculescansmelldifferent—toanimals,ifnotnecessarilytohumans—simplybecausetheycontaindifferentisotopes(atomsthatarechemicallyidenticalbuthaveadifferentmass). 7.Turin'sexplanationforthesesmellyfactsinvokestheideathatthesmellsignalinolfactoryreceptorproteinsistriggerednotbyanodourmolecule'sshape,butbyitsvibrations,whichcanenourageanelectrontojumpbetweentwopartsofthereceptorinaquantum-mechanicalprocesscalledtunnelling.Thiselectronmovementcouldinitiatethesmellsignalbeingsenttothebrain. 8.Thiswouldexplainwhyisotopescansmelldifferent:theirvibrationfrequenciesarechangediftheatomsareheavier.Turin'smechanism,saysMarshallStonehamoftheUCLteam,ismorelikeswipe-cardidentificationthanakeyfittingalock. 9.Vibration-assistedelectrontunnellingcanundoubtedlyoccur—itisusedinanexperimentaltechniqueformeasuringmolecularvibrations."Thequestioniswhetherthisispossibleinthenose,"saysStoneham'scolleague,AndrewHorsfield. 10.StonehamsaysthatwhenhefirstheardaboutTurin'sidea,whileTurinwashimselfbasedatUCL,"Ididn'tbelieveit".But,headds,"becauseitwasaninterestingidea,IthoughtIshouldproveitcouldn'twork.Ididsomesimplecalculations,andonlythenbegantofeelLucacouldberight."NowStonehamandhisco-workershavedonethejobmorethoroughly,inapapersoontobepublishedinPhysicalReviewLetters. 11.TheUCLteamcalculatedtheratesofelectronhoppinginanosereceptorthathasanodorantmoleculeboundtoit.Thisratedependsonvariouspropertiesofthebiomolecularsystemthatarenotknown,buttheresearcherscouldestimatetheseparametersbasedontypicalvaluesformoleculesofthissort. 12.Thekeyissueiswhetherthehoppingratewiththeodorantinplaceissignificantlygreaterthanthatwithoutit.Thecalculationsshowthatitis—whichmeansthatodouridentificationinthiswayseemstheoreticallypossible. 13.ButHorsfieldstressesthatthat'sdifferentfromaproofofTurin'sidea."Sofarthingslookplausible,butweneedproperexperimentalverification.We'rebeginningtothinkaboutwhatexperimentscouldbeperformed." 14.Meanwhile,Turinispressingaheadwithhishypothesis."AtFlexitralwehavebeendesigningodorantsexclusivelyonthebasisoftheircomputedvibrations,"hesays."Oursuccessrateatodorantdiscoveryistwoordersofmagnitudebetterthanthecompetition."Attheveryleast,heisputtinghismoneywherehisnoseis. Questions5-9 Completethesentencesbelowwithwordsfromthepassage.UseNOMORETHANTHREEWORDSforeachanswer. 5.Thehypothesisthatwesmellbysensingthemolecularvibrationwasmadeby______. 6.Turin'scompanyisbasedin______. 7.Mostscientistsbelievedthatournoseworksinthesamewayasour______. 8.Differentisotopescansmelldifferentwhen______weighdifferently. 9.AccordingtoAudrewHorsfield,itisstilltobeprovedthat______couldreallyoccurinhumannose.
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