工商导论

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工商导论知识点总结

工商导论知识点总结一、商业和商业活动商业是指商品的买卖活动，包括商品的生产、流通和消费。

商业活动是社会经济活动中极为重要的一环，它不仅影响到商品市场的运行，而且直接关系到国民经济的发展和社会的稳定。

商业活动包括了商品的生产、分配、流通、交换和消费。

1.商业活动的基本概念商业活动是指以谋取利润为目标的商品买卖、物资流通和服务的经济活动。

它是商品经济的组成部分，是国民经济的重要组成部分，是社会分工体系的重要组成部分。

2.商业的种类商业的种类包括了零售业、批发业、服务业、流通业等。

零售业是指商品直接销售给最终消费者的活动。

批发业是指商品从生产者处购入，然后再经过贸易商的分销渠道销售给零售商或最终消费者的活动。

服务业是指满足人们日常生活和生产需要的商品和服务的生产者和销售者。

流通业是指商品从生产者处到最终消费者手中的分配过程。

3.商业活动的特点商业活动具有生产性、流通性、聚集性和风险性等特点。

生产性是指商业活动是商品生产和消费之间的桥梁，促进了商品的生产和交易。

流通性是指商业活动有利于商品的分配和交换。

聚集性是指商业活动促进了商业企业和商业中心的形成和发展。

风险性是指商业活动存在着市场波动、价格波动、供应波动等风险。

二、工商企业工商企业是指以盈利为目的，依法设立，有独立法人资格，具有生产、经营等特征的经济组织。

工商企业具有以下特点：盈利性、独立法人资格和自主经营管理权。

1.工商企业的种类工商企业的种类包括了工业企业、商业企业、服务企业和农村企业等。

工业企业是指生产商品的经济组织，主要包括了制造业企业和采矿业企业。

商业企业是指经营商品买卖、物资流通和服务的经济组织，主要包括了零售企业和批发企业。

服务企业是指以生产、供应和销售服务为主要经济活动的经济组织，主要包括了交通运输、住宿餐饮、金融保险等服务业企业。

农村企业是指农村地区从事的以盈利为目的的经济组织，主要包括了农民专业合作社、农民合作社和农民家庭经济组织。

fundamentals of business 《工商导论》说课稿.doc

fundamentals of business 《工商导论》说课稿尊敬的各位专家，大家好！我的抽签号是8号，申报的职称是教授。

我今天进行说课的课程是fundamentals of business 《工商导论》，以下我将从课程定位与学情分析，教学目标，重点难点，教学方法，教学准备与时间分配，教学程序，考核评价，教学反思八个方面进行说课，请各位专家批评指正。

1. 首先，课程定位与目标《工商导论》是英语专业（商务英语方向）专业选修课。

该专业的培养目标是旨在培养既具备扎实的语言基础，又具有商务领域基础知识和基本技能的复合型人才。

《工商导论》是一门全英文授课的商务类课程，在学生从语言学习过渡到商务知识学习的过程中起着重要的桥梁作用。

本课程的先修课程为《商务交际英语》，后续课程为国际贸易、工商管理和市场营销方向的专业选修课课程群。

该课程开设在第5学期，教学对象是英语专业（商务英语方向）三年级学生。

学生在一年级和二年级基础阶段进行了大量的语言技能训练，在通用英语听说读写译方面达到了中级以上水平，到高年级阶段，将接受商务知识的学习。

《工商导论》作为商务知识概论课程，对激发学生兴趣，引导学生进一步探索学习具有重要作用。

基于以上学情分析和课程在整个培养方案中的作用，本课程的教学目标便非常明确了。

按照语言与商务知识复合型人才的培养目标，《工商导论》以英语为授课语言，全面、系统、概要地介绍了市场经济体制下工商企业运作各方面的知识。

因此，该课程的教学目标也主要围绕语言和商务知识两个方面展开，同时在教学环节中融入能力培养。

具体要求是：在语言方面，要求学生掌握相关商务领域的专业术语表达，理解并能够用英语口头和书面探讨商务领域相关问题；对商务知识的教学要求是了解工商企业运作各方面的相关概念和基本原理，但不要求深入钻研；在能力方面的目标是培养学生的思辨能力、自主学习能力以及在实际商务环境中运用商务英语的能力。

2. 教学内容该课程使用的教材是对外经贸大学陈准明教授主编的《工商导论》第二版。

工商导论翻译1-13

工商导论翻译1-13简化了。

2. 决策自由相较于其他类型的商业经营，个体经营在商业政策和运作上拥有更多的自由。

作为个体营业者，提供什么样的产品（或服务），以你认为合适的价格成交，都由你自己决定。

你用不着和其他任何人商量何时开门营业和闭店，该雇用什么样的人做你的助手，何时休息去希腊度假一周，这些都由你自己决定。

3. 易于保守经营和财务秘密尤如在战场上获胜，商场上的胜利有时候也要依靠保守秘密。

如果你是一名公司经理，你就很难保守自己的商业战略秘密。

但如果你是个体经营者，你就不必对股东或董事们汇报。

没有人会知道你的企业运作或财政上的信息，除非你急不可耐地想要引人关注。

4. 税收负担较少与其他商业形式相比，个体经营者在纳税方面最为幸运。

在美国，个体经营者的税率往往只有公司税率的一半。

5. 独自享有利润无论是总经理还是蓝领工人，只要是作雇员就常常会有“为他人做嫁衣”的感觉。

这也是为什么很多人都选择自己做老板的原因。

个体经营者则不同。

如果努力工作，赚了一笔钱，那么就可以完全独享所有的利润，不用和他人分享。

这或许也是作个体经营者最有吸引力的地方了。

劣势成为个体经营者并不是说就可以无忧无虑了，以下是其经营方式的不利方面：1. 无限责任对每位个体经营者来说无限责任是最可怕的恶梦。

责任在这里意味着偿还债务的义务。

按照法律，个体经营者的无限责任意味着，如果此人破产了，偿还债务不仅有可能倾尽他全部的商业财产，还有可能耗尽他的部分或者全部个人财产，2. 有限的资金渠道个体经营者可能也较容易从银行获得贷款，因为他有商业资产或个人资产做抵押。

可是同那些既能从银行获得贷款又能向股东融资的大型企业相比，个体经营者获取资金的途径十分有限，因此很难保证额外资金。

3. 有限的管理技能许多的个体经营者或许是这行或那行的专家，但却很难有管理一个现代企业所要求的方方面面的技能。

这些技能至少涉及营销、融资和人力资源管理方面。

因此，个体经营者不得不做更大的努力来经营好自己的企业，并在工作上花费更多的时间。

工商导论翻译1-13解析

工商导论翻译1-13解析第一章建立企业当问起将来想干什么时，大多雄心勃勃的商科学生都会说:“自主创业，做自己的老板。

” 那么市场经济中，企业的主要形式有哪些呢, 企业主要有四种形式，即:个体经营(独资经营)，合伙企业，公司和特许经营。

个体经营个体经营指由一个人拥有并控制管理的商业形式。

在美国，个体经营占有整个商业的四分之三。

与众人认为的“美国是一个由众多大型企业组成的国家”正好相反，这些个体企业主要集中在餐馆、街角的杂货店、花店、美容沙龙、药店、农场以及一些相似的行业。

优势个体经营有许多优势，主要的吸引力在一下几个方面:1. 易于建立在美国，建立一个新的个体企业通常只需几分钟。

交纳很少的费用并取得州政府和地方签发的执照或许可，你就成为新企业的所有者和老板。

近年来在中国，创办个体企业的手续已大大简化了。

2. 决策自由相较于其他类型的商业经营，个体经营在商业政策和运作上拥有更多的自由。

作为个体营业者，提供什么样的产品(或服务)，以你认为合适的价格成交，都由你自己决定。

你用不着和其他任何人商量何时开门营业和闭店，该雇用什么样的人做你的助手，何时休息去希腊度假一周，这些都由你自己决定。

3. 易于保守经营和财务秘密尤如在战场上获胜，商场上的胜利有时候也要依靠保守秘密。

如果你是一名公司经理，你就很难保守自己的商业战略秘密。

但如果你是个体经营者，你就不必对股东或董事们汇报。

没有人会知道你的企业运作或财政上的信息，除非你急不可耐地想要引人关注。

4. 税收负担较少与其他商业形式相比，个体经营者在纳税方面最为幸运。

在美国，个体经营者的税率往往只有公司税率的一半。

5. 独自享有利润无论是总经理还是蓝领工人，只要是作雇员就常常会有“为他人做嫁衣”的感觉。

这也是为什么很多人都选择自己做老板的原因。

个体经营者则不同。

如果努力工作，赚了一笔钱，那么就可以完全独享所有的利润，不用和他人分享。

这或许也是作个体经营者最有吸引力的地方了。

工商导论第二版Cloze翻译详解

工商导论第二版Cloze翻译详解第一章建立企业在三种最基本的企业经营组织形式中，独资企业最容易成立和解散。

它的优点包括所有者可以保留所有的利润，在商业运作中有自由，并保密。

如果企业成功，所有者还可以获得个人满足感。

另一方面，独资企业在规模和寿命方面有限制，所有者必须对所有的义务承担无限的责任。

在合伙企业中，成员主要分为两类:普通合伙人和有限合伙人，前者负责管理公司，因此负有无限责任;后者的责任仅限于他们在合伙企业中的投资。

与独资企业相比，合伙企业更容易获得资金和信贷。

他们也可以提高，因为他们的合伙人通常有不同的和互补的经验和教育背景。

主要的缺点是普通合伙人对公司的所有义务负责。

目前，我国主要的商业组织大多采取公司的形式，因为所有的所有者都承担有限责任，所有权和经营权的分离可以大大提高这种组织的绩效。

通过发行股票，他们筹集资金的能力大大增强。

但是，公司也有问题，主要是重税，缺乏商业秘密和严格的政府监管。

第二章营销概论营销的过程从创造产品和服务来满足顾客需要开始。

除了产品本身，营销组合包括定价、购买和推广策略。

事实上，营销的作用可以分为交换功能（购买和销售），分销功能（运输和存储），促进功能（标准化、融资和风险承担）。

企业认识到他们的市场营销可以更有针对性。

市场可以根据地理、人口、心理或产品使用变量进行细分。

市场研究可以通过研究消费者的购买行为和态度来帮助确定目标市场。

市场研究可以帮助市场营销者了解该细分市场的共同特性如何影响消费者的购买决策。

许多个人和心理的考虑，加上许多社会和文化的影响，决定了消费者的行为。

在做出购买决定时，消费者首先要确定自己的需求，然后在实际购买之前尽可能多地收集他们认为必要的信息。

购后评价对营销人员也很重要，因为它们会影响未来的购买模式。

由于其他国家的消费者行为、语言和习惯与我国不同，国际营销往往需要营销者重新考虑营销组合。

新产品、反映较高运输成本的价格、特定文化的广告以及利用外国公司来分销产品可能是必要的。

自考《工商导论》资料。

Setting up a business:建立一个公司：独资企业；合资企业；公司；授权经营1.Sole Proprietorship:（A sole proprietorship is a business owned and controlled byone person.）A:Simple to Establish;Free in Decision-Making;Easy to Keep Opreational and Financial Secrecy;Less Tax burden;Exclusive Use of Profits.D:Unlimited Liability;Limited Access to Capital;Limited Managerial Expertise. 2.Partnership(Those who believe that”two heads are better than one”often chooseworking in a partnership rather than running their business alone)A:Improved Access to Capital and Credit;Greater Possibility for Good Management;Definite LegalFramework;Better Prospects for Groweh.D:Unlimited Liability;Internal Conflicts;Problem of Continuity.3.Corporation:A:Limited Liability;Easy to Expand;Separated Ownership andManagement;Continuous life;D:Double Taxation;High Organizing Costs;Lack of Secrecy.4.Franchising:A:Instant customer recognition;still enjoy some independence as asole proprietor.D:Do not guarantee success;sacrifice some independence.Marketing: an overview1.The Functions of Marketing 营销的功能：Marketing Research ;Acquiring;Selling;Transportation;Storge;Finance and Credit;Risk Taking;Standardization and Grading.2;The Marketing Mix 营销组合：Product Price Promotion PlaceMarket Segmentation 市场细分：Geographic Variables;Demographic Variables; Psychographic Variables;Produce-use Variables3.Types of products产品分类：Consumer Products ; Industrial Products4.Development of New Products:Generating New Produce Ideas;Screening; Development;Testing;Commercialization5.Product Life Cycle产品的生命周期：Introduction,Growth;Maturity;Decline. Pricing Objectives 定价的目标:Prodit-Oriented Objectives;Sales-Oriented Objectives;Follow-the-Leader Objectives.Princing Strategies定价策略:Skimming Strategy;Penetration Strategy;Loss Leader Pricing Stratrgy;Odd Pricing Strategy;Price Lining Strategy.Wholesalers 批发商1.Retailers零售商:Department Stoeres;Discount Srores;Supermarkete;Hypermarkets; General Stoers;Specialty Stores;Door-to-Door Sellers;Mail-Order Houses;Vending Machines;Virtual Stores.2.The Cost and Value of Middlemen 中间商的价值Time Utility ; Place Utility ; Ownersship Utility ; Information Utility ; Form Utility 3.Modes of Transportation 运输方式：Rail;Truck;Pipeline;Water;Air.Promotion1.Advertising:Newspaper,Television,Radio,Direct,Mail,Magazines,Internet,Outdoor, Others2.Personal Selling:Prospect,Quqlify,Approach,Make Presentation,Handle Objections, Close,Follow-up.Money and Banking1.Money:portability,divisibility,stability,durability,acceptability.Printed paper纸币，metal coins硬币2.what does money do?medium of exchange，a store of value,a unit of account3.Types of Money钱的分类:M-1:currency,demand deposits,and other checkabledeposits现金，活期存款，支票存款;Time deposits定期存款。

工商导论期末概念_词汇等总结

一．Forms of Business Ownership1.重要的短语和词汇joint ventures合资企业corporations公司limited liability companies有限责任公司mergers and acquisitions企业兼并与收购franchises特许经营raise capital筹资fringe benefits附加福利drawback阻碍make binding decisions做出有约束力的，附有义务的决定agreement协议creditor债权人pool their money and credit筹资和贷款dividend股息incorporate a business 组建公司capital base资本基础retain profits保留盈余interdisciplinary跨学科的claim bankruptcy宣布破产a salaried laborer or employee上班族high-achievement employee generate profit创造利润wind up/close business关闭生意be liable for对...负有法律责任state-owned enterprise国有企业broad of directors董事会barre除...之外issuance发行minute book记录簿bylaws and minutes规章制度和会议记录annual report年度报告sales volume销售量total assets总资产financial condition财政状况satisfy claims还清索赔金额pay off business debts偿清债务terminology术语paperwork文书工作default违约real state房地产create a concentrated market形成一个集中市场availability可利用性innovation创新sec-kill scandal 秒杀门start from scratch白手起家a franchise agreement特许经营合同franchise特许者franchisee被特许者trademark注册商标deliver a product or service送货/提供服务coupon优惠券production line生产线2.定义：An organization that is owned and usually managed,by one person is called sole proprietorships(个人企业)Advantage:Be your own boss/Keep profit from your business/Enjoy freedom to wind up your businessDisadvantage:Difficult to raise capital/Unlimited liability/Long hours working for theowner/Limited life span/Lose fringe benefitsPartnership（合伙企业）:A legal relationship between persons carrying on a profit-motivated business.(Maybe a partnership between two partners or among thirty)Advantages Bring different skills and resource the business/Easier to pay the rent,utilities,and other bills incurred by a business(A limited partnership is especially to designed to raise money) Disadvantages Personally responsible for liability of the partnership/There exists division of profits/Disagreement among partners/Difficult to terminate Key elements of general partnership(1) common ownership(2)shared profits and losses(3)the right to participate in managing the operation of the businessGeneral partnership（普通合伙）：a business with at least one general partner who has unlimited liability（无限责任）for the debts of the business(general partners arrange and run the business) Limited partnership(有限合伙):An arrangement where a person can contribute to a business without being involved in the affairs of the partnership(limited partners are investors only)Joint Ventures:(合资企业)the pooling of resources and expertise by two or more business,typically from different areas or countries to achieve a particular goal.The risks and rewards of the enterprise are also shared(eg:Hewlett-Packard and Samsung).Advantage Access to new markets and distribution networks*分销渠道)/I ncreased capacity（生产力）/The sharing of risks with a partner/Access to specialized staff and technology. Disadvantages1.If the objective of the venture is completely clear,or not communicated to all the staff,problems are likely to arise.2.There is an imbalance in the level of the expertise,investment or assets brought into the venture by the different the partners3.Different culture and management styleresults in poor integration and co-operation between the partners.4.The partner businesses(总公司)do not provide sufficient leadership and support in the early stage The corporation（公司）:a legal entity（法人实体）,allowed by legislation,which permits a group of people,as shareholders（股东）(for-profit companies盈利性企业)or members(non-profit companies),to create an organization,which can then focus on pursuing set objective,and empowered（授权与）with legal rights which are usually only reserved for individual,such as to sue or be sued,own property,hire employees or loan and borrow moneyAdvantages（P12.13）Limited liability/Skilled management team/Transfer of ownership/Greater capital base/StabilityDisadvantages(P13,14)Multiple taxation(双重课税)/Difficulty and expense of starting/Government involvement/Lack of secrecy/Lack of personal interest/Credit limitations(信用额度)（P13,14）Limited liability companies(LLC):（有限责任公司）A type of business ownership combining several features of corporation and partnership structure.It is not a corporation or a partnership.The numbers of the members are unlimited and may be individualAdvantages Limited liability/Flexible profit distribution(灵活的利益分配)/No minutes/Flow through taxation（转移课税）Disadvantages Limited life/Going public(上市)/Added complexity（变得复杂）Merger(兼并):The result of the combination of two companies(or corporations)to form a new company.Acquisition（收购）:One company buying the property and obligations of another companyA horizontal merger（横向收购）joins firms in the same industry and allows them to diversify（横线多样化）or expend their products(e.g.The merger of a bicycle company and a tricycle company, TCL and TMS)A Vertical merger（纵向兼并）i s the joining of two firms involved in different stages of the related business—a manufacture（生产商）merging with a supplier（供应商）of component（零部件）products,or a manufacturer merging with distributor（分销商）of its products.A potential competition merger(conglomerate)(混合兼并)unites firms in completely unrelated industrials.A franchises(特许经营)is the right to use a business name and sell products or services,usually in a specific geographical territory.(McDonald’s and KFC).Advantages It is a way to reduce risk and receive support from a large network./The preliminary work has been done with an infrastructure (基础设施)well established,a product line（产品线）in place,and the marketing strategy(营销策略)developed./The customer base(顾客群)may be set,sometimes with good name recognition.（品牌认同）/The franchiser usually provides management assistance and training and may offer financial support.Disadvantages A franchise offers less freedom than an independent business. Initial franchise fees(加盟费)may be expensive.(Start-up costs for a KFC’s restaurant is about$5 million to$6million in China.)/The franchise often demands a large share of the profits referred to as royalty payments（专利权税）./The reputation of one franchisee could be adversely affected by the failings of others.Types of corporationsPrivate Attempts to earn a satisfactory profitPublic Owned and run by the governmentClosed Stock held by only a few owner and not sold on the stock marketOpen Stock held by numerous people and actively sold on the marketMunicipal Cities and townships that carry out businessDomestic incorporated in one province or country and doing business within that region Foreign Incorporated in one province or country and doing business in another province country Alien Incorporated in one nation and operating in another nationNon-Service organization incorporated forProfit limited-liability status二．Management1.定义：（1.）Management is defined as the application of planning,organizing,directing,and controlling functions in the most efficient manner possible to accomplish meaningful organizational objectives. The theme of management is that a central person must-by using such skills as decision making,communication and objective setting-coordinate the work activities of others to achieve organizational objectives(组织目标).（2.）Planning means defining goals for future organizational performance(企业运作)and deciding on the tasks and use of resources needed to attain them.Strategic（long-range）planning(战略规划)determines the major goals of the organization as well as the policies,procedures,and strategies for obtaining and using resources to achieve those goals. Tactical(short-range)planning(短期规划)is the process of developing detailed,short-term strategies about what is to be done,who is to do it,and how it is told be done.Operational planning(运营规划)is the process of setting work standards and schedules necessary to implement the tactical objectives.Contingency planning(应急计划)is the process of preparing alternative courses of action that may be used if the primary plans don't achieve the organization's objectives.(3).Organizing involves the assignment of tasks,the grouping of tasks into departments,and the allocation of resources to departments.Autocratic leadership(专制型领导)，the close style of supervision,means providing subordinates with detailed job instructions.Democratic leadership(民主型领导)，or general supervision(also referred to as participatory).In this style,the manager consults with subordinates about his job activities,problems,and corrective actions.(3)Controlling involves verifying(核实)that actual performance matches the plan.The core idea of control is to modify behavior and performance when deviations(背离)from plans are discovered. The process of control has five basic steps:1.set clear standards for time,quality,quantity,and so on.2.Monitor and record actual performance(results),pare results against plans and standards.municate results and deviations to the employees involved.5.Take corrective actions(采取矫正行动)when needed.（4）Organizational structure(组织结构)is the formal decision-making framework by which job tasks are divided,grouped,coordinated,Departmentalization by function organizes by the functions to be performed, Departmentalization by product assembles all functions needed to make and market a particular product and placed under one executive.Departmentalization by geographical regions groups jobs on the basis of territory or geography.Departmentalization by process groups jobs on the basis of product or customer flow. Departmentalization by customer groups jobs on the basis of a common set of needs or problemsof specific customers.（5.）As enterprises grow from an owner to a group to a corporation,a number of managerial levels of management---top level,middle level and first level--are usually portrayed as a managerial hierarchy(管理层)TOP Level Manger（高层管理者）title--president(总裁)，chairperson(主管),executive director，chief executive officer(CEO)，and executive vice-president(执行副总裁)Middle Level Manger(中层管理者)responsibility--receive the broad overall strategies,missions, and objectives from top-level managers and translate them into specific action programs.The emphasis is on implementing the broad organizational plans.First Level Manger(基层管理者)responsibility--is directly responsible for the precise detail ordered to coordinate the work of non-mangers.His function emphasize directing and controlling the work of employees in order to achieve the team goals,must work directly with employees and motivate them to perform satisfactorily.(6)Managerial Roles(经理人角色)A role is a set of expectations for a manger's behavior.These ten roles are divided into three groups:interpersonal(managing through people),informational (managing by information),and decisional(managing actions).Interpersonal Roles(人际关系角色)In the figurehead(名誉领袖)role,the manger handles ceremonial and symbolic activities foe the department or organization.The manager represents the organization in his or her formal managerial capacity as the head of the unit.In the liaison(联络人) role,the manger interacts with peers and people inside and outside the organization.The top-level manger uses the liaison role to gain favors and information,while the supervisor uses the liaison role to maintain the routine flow of work.The leader(领导人)role encompasses(围绕)relationships with subordinates,including motivation,communication,and influence.Informational role(信息角色)describe the activities used to maintain and develop an information network(信息网)In the monitor（监听者）role,the manger receives and collects information from many sources.The manger acquires information from others and scans written materials to stay well informed.In the role of disseminator（传播者）,the manger transmits special information into the organization.The top-level manger receives and transmits more information from people outside the organization than the supervisor.In the role of spokesperson（发言人）,the manger disseminates the organization's information into its environment..Decisional Roles(决策角色)In the entrepreneur(企业家角色)role,the manager initiates change.In the disturbance handler(障碍排除者)role，the manager resolves conflicts among subordinates or between the manager”departments.The resource allocator(资源分配者)role pertains to decisions about how to allocate people,time,equipment,budget,and other resources to attain desired outcomes. In the negotiator(谈判者)role,the manager negotiates on behalf of the organization. Management Skills(管理技能)Conceptual skill(概念技能)is the cognitive ability to see the organization as a whole and the relationship among its parts.(the ability to think strategically(战略性))Human skill(人际技能)is the manager’s ability to work with and through other people and to work effectively as a group member.Technical skill(技术技能)is the understanding of and proficiency in the performance of specific tasks.2.重要的短语和词汇managerial actions管理行为state of economy经济状况meet people’needs满足需求meet thestrategic objectives实际战略目标set annual budgets制定年度预算structural reorganizations结构重组division部门downsize精简，裁减a diversity of workforce/labor force劳动力多样化distribution center配送中心，快递公司delegate one's responsibility分配（委任）职责accident reports事故报告departmentalization部门化department stores百货商场home accessories家居装饰pharmaceutical company制药公司domestic sales国内销售bedischarged出院out-patient出院preliminary diagnostic tests初步诊断non-for-profit organizations非营利性组织project director(项目总监)sales coordinator(区域销售)line manger(生产线管理人员)section chief/head(工长)division manager(部门经理）budget allocations(财政预算)priority（得到优先处理）budget resources（预算来源）pant floor(工房) improve managerial potential(提高/增强某人的管理技能)top-priority task(首要任务)三.Marketing1.重要的短语和词汇sales promotion促销set price定价advertise campaign广告显示在脑海中catalogue产品目录a higha sales team销售团队sustainablediscretionary income(可支配收入)develop the product开发产品sales-oriented销售为导向profit-oriented盈利为导向（销售与营销的不同）package design包装设计trademark商标warranty质保service policy服务方针target customers目标顾客sales personnel销售人员pay one for two买一送一entice诱使quantity or crash discounts数量或者现金折扣sell off清仓introductory stage引入期maturity stage成熟期decline stage衰退期market share市场份额economic climates经济环境market segments市场细分retailer零售商wholesaler批发商ultimate consumer终端消费者mail order邮购e-commerce电子商务product range产品系列shopping carts购物车retail outler 零售点retail premises铺/店面direct supply/sale直效行销direct to retailer零售商销售（P135）sales call销售拜访promotion goals(促销目标)develop an advertising campaign策划广告活动target audience目标观众build awareness树立品牌意识effectiveness of the advertisements广告的有效性an advertising agency广告代理coupons(赠券)rebate(价格折扣)premium(赠品) bonus pack加量不加价money-off promotion折扣促销public relations公共关系news release 新闻发布feature article专题文章captioned photograph带有图片说明的图片an editorial编者a news conference记者招待会sponsorship赞助The product life cycle产品生命周期revenue收益product development产品研发incubation孵化between A and B在A和B的相互作用下launch/release a brand-new product发布新产品negative profit负收益the product class产品类product awareness产品意识a profit margin边际利润recoup development costs quickly迅速回收研发成本build brand awareness树立品牌意识selective distribution选择性分销intensive distribution广泛型/密集型分销survival of product产品的生命trade discount贸易折扣build product preference树立品牌偏好peak达到（高峰期）advertising expenditure广告支出extend the product life cycle延长产品生命differentiate the product from使产品不同于a price war价格战shelf space货架量build brand loyalty树立品牌忠诚度competitive edge竞争优势discontinue the product停产产品a successor product替代产品product line产品线rejuvenate更新liquidate inventory清算库存a niche market利基市场/瞄准机会的市场phase out逐步淘汰reinforce the brand image加强品牌形象Need recognition需求认知search收集信息Evaluation of alternatives分析选择Purchase decision决定购买After-purchase evaluation售后评价cognitive dissonance认知失调reference groups咨询群体sub-culture亚文化perception认知a day-care center日托中心portable可携带的proactive主动的address a specific topic or problem提出问题exploratory research探测性调研focus group interviews专题组座谈experimental research实验性调研descriptive research描述性调研secondary data第二手资料primary data第一手资料mass marketing大量营销target marketing目标营销heterogeneous异类的identifiable可衡量substantial殷实unique needs反应差异(市场细分的要求P154)segmentation bases细分依据（P155)geographic segmentation bases(地理因素）demographic segmentation bases（人口因素）population density人口密度hinterland穷乡僻壤psychographic segmentation bases消费心理因素health conscious健康意识fitness-oriented以健康为主的behaviouralistic segmentation bases消费行为因素2.定义:Marking is the process of planning and executing the conception,pricing,promotion,and distribution of goods,services and ideas to create exchanges that satisfy individual and organizational objectives.The marketing concept(市场营销观念)is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs,better than the competition.The production concept（生产观念）was the idea that a firm should focus on those products that it could produce most efficiently and that the creation of a supply of low-cost products would in and of itself create the demand for those products.The selling concept（推销观念）paid little attention to whether the product actually was needed;the goal simply was to beat the competition to the sale with little regard to customer satisfaction.The Marketing Concept(市场营销观念)Focusing on customer needs before developing the product Aligning all functions of the company to focus on hose needs realizing a profit by successfully satisfying customer needs over the long-term4P Product is a bundle of tangible(有形的)and intangible attributes（属性）including packaging, color,brand,services and the r eputation(信念理念)of sellers.Consumer products are produced for and purchased by households for their use.Industrial products are sold primarily for use in producing their products.Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.1.recoup(补偿)any overheads（企业经常性费用）pete with rival companies3.charge a price your customers are willing to buy.（四种定价法）Place/Distribution simply refers to how you will sell your products to your customers. Promotion(促销)Personal selling（人员销售）is personal communication of information to persuade a prospective customer（潜在客户）to buy sth that satisfies an individual’s needs.(几种不同的促销方式见课本）Advertising is non-personal communication of information paid for by an identified sponsor such as an individual or an organization.Publicity（宣传）is a non-personal form of communicationsales promotion(销售促销)is a paid form of non-personal communication that provides direct incentives to customers,salespeople,and marking intermediaries（营销机构）for purchasing a product.Consumer Buying Behavior(消费者购买行为)The actions and decisions of individuals who purchase products for their personal use constitute consumer buying behavior.Industrial Buying Behavior（企业购买行为）The purchase decision making of organizations such as manufacturers,service providers,government agencies,institutions,and non-profit groups is referred to as industrial buying behavior.（P149three ways）Marketing research(市场营销调研)is the process of systematically gathering,analyzing andinterpreting data pertaining to（关于）the company’s market,customers and competitors,with the goal of improving marketing decisions.（P151five processes）Market Segmentation（市场细分）the division of a market into different homogeneous(同类的）groups of consumers is called market segmentation.四．Human Resources Management（人力资源管理）1.重要的短语和词汇cover letter自荐信socialization定位Labor market劳动力市场promotion升职/提拔transfer调动demotion降级separation解雇compensation酬劳projected突出的demographics人口统计数字fill the job/position填补空缺a written statement 书面陈述qualified employees合格力人才substantial surplus or shortage人力过剩或不足rate of turnover人员更替速率scouting人才物色staff the organization招聘职员hinges on取决于set up stands设立摊位entry-level入门水平，适合无经验者或者初入市场者的campus recruitment校园招聘job openings职位空缺vacant position空位employment checks招聘调查credit checks信用调查honor兑换financial obligation及时还债cross-check反复核对，交叉核对a line manager生产线管理人员take a physical examination体检claim for compensation索赔/理赔the terms of the offer开个条件employment policies招聘政策promotion-from-within内部提拔boost the morale of the employees鼓舞士气career development职业规划proper orientation正确定位work hour工作时间pay schedule工资体制indoctrinate灌输，传授subunit二级单位a training program培训项目organizational analysis组织分析analysis of job requirement工作分析performance record业绩记录on-the-job method在职培养off-the-job method脱产培训lathe车床vestibule training岗前培训management development program管理发展课程seminar座谈会/商讨会case study案例分析simulation模拟分析field ship实地考察mountain hiking登山computer-assisted instruction CAI计算机辅助讲授emotional resiliency情感弹性incumbent职责所在的would-be managers要提拔管理者resilient现任/在职的管理人员fringe benefit额外福利time wage实薪piece rate wage产品数量bonus奖金stock options股票购买特权quota配额base salary底薪stipulate规定overhead cost管理费用preset预设的pension退休金paid vacation带薪假期vision care视力保健tailor-made合适的，特制的cafeteria benefit自助式福利计划voluntary separation自动离职absenteeism旷工，缺勤societal社会的organizational climate and culture组织氛围和文化versatile多面手的stakeholder赌金保管者job enrichment丰富工作内容job enlargement扩大工作面rotate轮换2.定义The Human Resources Management(HRM)（人力资源管理）process is an ongoing procedure that tries to keep the organization supplied with the right people in the right positions.（1）Human resource planning(人力资源规划)is designed to ensure that personnel needs will be constantly and appropriately met.（四个方面）Future needs/Future balance/Recruiting or laying off employees/Development of employees（2）Recruitment(招聘)is concerned with developing a pool of job candidates（工作应聘者）in line with the human resource plan.Job AnalysisJob Description lists the objectives,responsibilities,main tasks of the job,the conditions under which the job is to be done,and its relationship to other jobs.Hiring Specification(招聘细则)defines the specific skills,education,experience,and qualifications that an individual must have in order to perform effectively in the position.The Four C’s Model for Evaluating Human Resources(评价人力资源的四个C模式) competence能力commitment责任心congruence一致，和谐cost effectiveness成本效力（3）Selection(选拔)involves using application forms（申请表）,resumes,interviews,employment and skill tests（技能测试）,and reference checks(征信调查)to evaluate and screen job candidates for the managers who will ultimately select and hire a candidate.（4）Socialization or orientation(定位)is designed to help the selected individuals fit smoothly into the organization.（5）Training and development(培训与发展/培养)are both aimed at increasing employees' abilities to contribute to organizational effectiveness.（组织效能）（6）Performance appraisal(绩效考核/评价)，which involves both informal performance appraisal and formal systematic parers and an individual'job performance with standards or objectives developed for the individual'position.六．Corporate Culture企业文化1.重要的短语和词汇Social etiquette and demeanor社交礼节和飞度designation称号attorney律师litigation起诉adversary对手visionary有远见的emerging新兴的Identification of Corporate Culture企业文化的确认theme parks主题公园collegial学院派toxic有害的subculture次培养occupational,professional or financial divisions(职业，专业，经济状况)avid extreme adventurer热心的极限冒险者niche定位，合适的环境defect-free products没有瑕疵产品price leadership价格领先mechanism途径，手段wield有效地行使underscore强调abiding持久不变的payroll付给工人的薪金总额blackjack21点，一种纸牌游戏acronym首字母缩略词commemorate纪念，庆祝inauguration就职演说enunciation宣告，阐明humblebee大黄蜂，雄蜂aerodynamic空气动力学的2.定义Corporate culture is described as the personality of an organization,or simply as"how things are done around here”Guide how employees think,act and feel.Include core values(核心价值观)and beliefs,corporate ethics,and rules of behavior（道德规范和行为规范）Functions of Corporate Culture1.Provide a sense of identity for members.(导向)2.Generate commitment to the organization’s mission.（凝聚）3.Clarify and reinforce standards of behavior.（约束）(1)Culture as the Organization’s Personality作为企业个性的文化1.Risk Taking Personalities.(喜欢冒险的个性)Certain organizations encourage employees to take risks.2..Attention to Detail Personalities（注重细节的个性）.This type of organizations focuses attention on the details of the organization where they have made quality their driving themes.3.Outcome Oriented Personalities(注重结果的个性)This type of organizations succeeds by focusing on results in certain aspects of their business.4.People Orientation Personalities(以人为本的个性)Adobe-systems,the third largest manufacturer of personal computer software,treats its employees as“family”.5.Team Orientation Personalities（注重团体的个性）.Increasing number of organizations(and especially service providers)are shaping their cultures around the team concept.6.Aggressive Personalities(积极进取的个性).Some organizations value aggressiveness as a major part of the way that business is done.7.Non-stable Personalities(不求稳的个性).Companies which emphasize growth could be easily identified as having non-stable personalities.(2)Different Corporate Culture characteristic1.Sensitivity to the needs of customers and employees2.Interest in having employees generate new ideas3.Value placed on taking risks4.Openness of available communication options5.Friendliness and congeniality(亲和力)of employees towards one another6.Value placed on people in the organization(3)Creation of Corporate Culturepany Founders(企业的创建者).The founders often possess dynamic personalities,strong values,and a clear vision of how the organization should operate.2.Experience with the General Business and Industry Environment(企业外部环境的体验) Organizational culture often develops out of an organization’s experience with the general business and industry external environment.3.Contact with Others（企业内部群体和个体间的联系）This refers to the shaping of the organization based on how it develops out of contact between groups and individuals within an organization.(4)Tools for Transmitting Culture企业文化的传播途径Symbols象征stories故事jargon行话ceremonies仪式defining culture in writing书面原则(5)Influence of Corporate Culture on Climate and Management Practice(企业文化对企业氛围以及企业管理行为的影响)Subtle differences between organizational culture and organizational climate Organizational culture refers more specifically to the values,beliefs,and customs or norms of an anizational philosophyOrganizational climate more general,more nebulous(模糊的)it refers to the general atmosphere of an organization.。

工商导论第一章

《工商导论》（Fundamentals of Business）考核方式：考试考试题型：选择题；填空；连线搭配；英译汉；汉译英。

教学目的以英语为授课语言，全面、系统、概要地介绍市场经济体制下工商企业的运作，让学生对市场经济既现代工商企业的运作用一个总体印象，并熟悉同期业环境、经营管理、金融财务、法律保险等方面有关的英语词汇和用语，为下一步学习更微观、更具体的课程打下基础。

1．商务知识：了解在中国融入全球经济时，在工商管理方面所需的基本概念和相关的英语知识。

2．词汇：商务英语词汇具有比较强的专业性，要求学生在一学期的学习中有管理、营销、金融、财务、贸易、法律和保险等方面1000左右的专业词汇积累，以及商务常见的缩略语，机构名称等。

3．听力与口语：能够流利地在一般性的商务活动中进行交流，能流利地进行商务方面的口头陈述和报告，并能对相关案例做讨论，；4．写作：能看懂和起草商务单据、文件、信函和报告；5．阅读：能够阅读原版的经贸书刊。

Set up a business and be my own bossChapter One Setting up a Business建立企业Four major forms of business:1.sole proprietorship个体经营优点：易于建立；simple to establish;决策自由；freer in decision-making;易于保守经营和财务秘密；easy to keep operational and financial secrecy税收负担较少；less tax burden独自享有利润exclusive use of profits缺点：无限责任；unlimited liability有限的资金渠道；limited access to capital有限的管理技巧limited managerial expertise2.partnership合伙企业优点：更方便得到资金和信贷；improve access to capital and credit优质管理的可能性大大增加greater possibility for good management明确的法律框架；definite legal framework更好的发展前景better prospects for growth缺点：无限责任；unlimited liability内部矛盾；internal conflict持续性问题problem of continuity3.corporation 大型股份制公司优点：有限责任；limited liability易于发展壮大；easy to expand所有权与经营权分离；separated ownership and management持续的生命力continuous life缺点：双重税收；double taxation高组织成本；high organizing costs缺少秘密；lack of secrecy特许经营4.franchise特许经营优点：顾客即刻认可；instant customer recognition自主性；independence获得培训指导；receive training and guidance借贷更容易less difficulty getting bank loans缺点：减少风险但不保证成功；reduce risk ,they do not guarantee success要牺牲部分独立性sacrifice some independence。

工商导论第二版第五章ppt

Copyright © 2003CboypyTrhieghMt c©G2ra0w07-HbyillXCiaoomppinagniZesh,aInngc. All rights reserved
1-‹#› The Functions of Marketing
4. Transportation 运输
Arranging appropriate vehicles such as truck, train or containers to move the products from the suppliers to the customers.
3.
收集分析数据，为某一商品或服务确定市场或市场
细分，回答诸如潜在顾客的人数和位置、他们的购买力
和购买习惯，以及恰当的促销方法等一些问题。
FMIorwrceGingrn/aMwLcaHGnirglaulw/aIgrHwe iCilnlollege
Copyright © 2003CboypyTrhieghMt c©G2ra0w07-HbyillXCiaoomppinagniZesh,aInngc. All rights reserved
1- ‹#›
Providing Value and Satisfaction Consumers buy products that offer the best
value to meet their needs and wants Value and Benefits Value compares a product’s benefits with its
Fundamentals of Business
Chapter ２
Marketing : An Overview

工商导论完全竞争市场

讨论：（1）上述证明没有用到任何完全竞争条件。（2）利润最大化的必要条件与充分条件（二阶条件）。
案例歌星演唱会的利润最大化
2004年秋季，上海某演出公司策划一场歌星演唱会，演唱会拟定在上海万人体育馆内举行。演唱会一旦举行，成本开支几乎是完全可以预算的：歌星及乐队的出场费、招待费(包括餐饮、住宿、交通等开支)、场地租借费、安保费、工作人员加班费等。
P
2.完全竞争厂商的收益曲线
某完全竞争厂商的收益
销售量Q
价格P
总收益平均收益边际收益 TR=P×Q AR=TR/Q MR=△TR/△
Q
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1
1
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1
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完全竞争厂商的需求曲线和收益曲线
三完全竞争市场的均衡
(一)完全竞争厂商的短期平衡利润最大化（一）
第二，不同卖者之间各自提供的产品的差别程度。各厂商提供的产品愈是相似，可以预料，竞争就愈激烈。
第三，单个厂商对市场价格控制的程度。单个厂商若无法控制价格，表明市场竞争愈激烈。
第四，厂商进入或退出一个行业的难易程度。如果存在进入市场的障碍，意味着原有厂商拥有了一些新加入者不具备的有利条件。
任务一完全竞争市场
完全竞争市场的条件
• 1、市场上有大量的买者和卖者 2、市场上每一个厂商提供的商品都是完全同质的。 3、所有的资源具有完全的流动性。 4、信息是完全的。完全竞争市场是一种虚构出来的极端市场类型，但它作为一种抽象的理论模式，在理论分析上有着重要意义。

商务英语《工商导论》课程

商务英语《工商导论》课程English:The course of "Introduction to Business" aims to provide students with a comprehensive understanding of the fundamental concepts and principles of business operations. It covers various topics including the nature of business, types of businesses, business environments, business ethics, and social responsibility. Students will also be exposed to the basic functional areas of business such as management, marketing, finance, and operations. Through this course, students will develop critical thinking skills, problem-solving abilities, and decision-making skills that are essential for success in the business world. Additionally, students will also gain insight into the global business environment and the impact of technology on modern business practices.中文翻译:《工商导论》课程旨在向学生全面介绍商业运作的基本概念和原则。

工商导论

第一章现代企业商务概述第一节1)商务概念发展历程第一阶段：20世纪三四十年代，称为”商业交往中的事务”；第二阶段：1956年后，商业由政府行政计划推动，传统商务由市场推动，商业即专事社会商品交换和流通的部门和行业；第三阶段：计划与市场，在法律保障和公平竞争环境内以追逐私利为目的的“商业”含义。

2)商务的含义：是指企业或经营者个人围绕着自身的经营目的而从事的各类交换活动的总称。

商务的本质：1、逐利性2、遵循一定的交易规则----规章、制度、法律3、（1）受市场竞争及客观环境影响和制约。

（2）商务活动的过程及结果影响市场及客观环境。

3)商务概念的定义：是指企业为实现生产经营目的而从事的各类有关资源、知识、信息交易等活动的总称。

第二节1)企业商务活动类别：基本活动（为保障内部生产、经营业务活动得以顺利进行和目标实现所必需的采购、供应、仓储、销售、服务）、公关关系活动、策划活动。

2)基本活动的特点：1、活动方式、方法受环境变化的影响大。

2、交易双方利益对立。

3)公关关系活动特点：1、其发生的基本前提是交易双方利益的对立、交易双方信息的不对称，以及交易双方经营经历、文化、价值观的不同导致的。

2、基本内容是业务洽谈、合同签订和履行。

4)策划活动特点：1、非具体的业务活动，事关企业长远发展和战略选择并要由企业高层领导参与实施的活动。

2、是领导者“概念性技能”的体现。

5)概念性技能：是领导者具备的感知和发现环境中商务机会和商务风险的能力，理解事物和事物之间关联并找出关键影响因素的能力，以及权衡不同商务策略的优劣及驾驭的能力等。

6)企业商务活动范围：1、商务活动环境的调查研究2、与供应商和客户的商务活动（即核心的商务活动）3、物流的商务活动（包括自身建设的物流系统的例行化商务活动；不断整合与物流商的关系，全面提高物流效率的商务活动）4、无形商品的商务活动。

A、无形商品，是指物质商品之外的可以用来进行价值交换的商品，包括服务、金融、保险等。

《工商导论》课程教学大纲

《工商导论》课程教学大纲一、课程基本信息开课单位：翻译学院商务英语系课程名称：工商导论课程编号：224007英文名称：Fundamentals of Business课程类型：专业任选课（请按我校教学计划安排表中的课程类型进行规范填写，即填写公共基础课、学科基础课、专业基础课、专业方向限选课、专业任选课、公共选修课等）总学时：36 理论学时：24 实验学时：12学分：2开设专业：商务英语专业先修课程：商务知识导读二、课程任务目标（一）课程任务（本项编写要求：写明该课程的性质和任务）本课程是一门商务英语专业任选课程，也是商务英语专业学生学习和掌握市场经济与工商管理知识的基础课程。

本课程的任务是使学生可以对市场经济及现代工商企业的运作有一个总体的印象，并熟悉企业环境、经营管理、金融财务、法律保险等方面的英语词汇和用语。

本课程对市场经济及工商管理的描述与国际上的通行定义为基础，但尽量结合中国实际。

在讨论和分析案例时，也尽量使用于中国相关的题目和素材，以帮助学生掌握中国融入全球经济时在工商管理方面所需的基本概念和相关英语知识，为下一步学习更微观、更具体的课程打下基础。

（二）课程目标（本项编写要求：写明学生在知识和能力方面应达到的目标要求）在学完本课程之后，学生能够：1. 对市场经济及现代工商企业的运作有一个总体的印象；2. 并熟悉企业环境、经营管理、金融财务、法律保险等方面的英语词汇和用语；3.根据所学的定义及相关知识进行案例分析；4.锻炼学生的汉英翻译能力及社会实践能力。

三、教学内容和要求（一）理论教学的内容及要求（本项编写要求：以基本内容为主线，对各知识点分按“了解”、“理解”、“掌握”三个层次提出要求，并说明教学重点及难点）Chapter 1 Setting Up a Business1. 通过学习应了解各种企业的不同经营形式及其特点；2. 掌握相关的商业术语和词汇，并做到能灵活运用；3. 将所学知识带入案例进行分析和比较，联系实际找出最佳解决方案。

工商导论

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四.店面设计与要求
1.门面设计门面大方、整洁，突出品牌，给客户一个好印象
2.店内设计 (1)店堂门面提供休息，接待员可以推荐护理类型，销售员可以定时推荐商品，以及进行收银
(2)护理间设计多人护理间可同时护理多人，价格实惠，针对大众
单人护理间
提供给vip,服务升级，环境优雅，可以有很好的休息
6.热情对待客户，客户有要求应及时满足，客户提出建议应与领导沟通 7.收集vip客户，vip可积分，积分可供兑换商品或护理肌肤，也可以享受 vip单人护理房间 8.每天需清点货物，对产品的销售量进行总结，并找出热销产品，及时进行补货 9.年底进行评选优秀员工，给予奖励，并组织员工进行聚餐 10.定时选取员工进行新的护理技术学习，增强店面实力
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二.管理计划
1.我们招聘店长一名，店内特助一名，销售员一名，体验师三名，接待一名，收银员一名 2.员工每日8:00准时上岗，做开业准备，到8:30做每日例会为昨日的销售护理的营业额总结，并对员工进行激励教育，当9:10员工进行每日早操时间，改善员工身体体质，9:30正式营业，晚19:00进行闭业 3.店内工作人员统一制服，佩戴工牌 4.对迟到、早退，进行资金处罚，如果有重要事情应及时请假 5.每人每月有三日休假日，不可连休，休假应与同事交接
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三.资金计划
1.选取市区租赁店面，每月1500-4000元∕月，进行半年租 2.进行店面装修，以及购买设施 3.预算体验期间的产品花销和宣传花销 4.留有可流动资金，用来进货，以及其他用途 5.对工作人员的每月工资预算：店长 1500元+提成体验师 1000元+提成销售人员 1000元+提成店内特助 1300元收银员 1200元接待员 1000元体验师和销售人员提成在自己的营业额下的 8%，店长在营业总额的提成的5%，在营业额连续增长时，可对员工资重新预算

工商导论

第一章商业的几种形式P4 第二段开头结尾都是partnerships的那段合伙公司常见的类型Advantages里的2、4P5 Disadvantages里的2、3P7 Double Taxation双税P8 第二段第一句加盟经营(franchising)的定义第二章老师说过重点P16～17 营销组合(marketing mix)全部主要是4个P第三章老师说过重点Product的分类 Product Life CycleP27～28 盈亏平衡点分析(Break-even Analysis)第四章营销渠道的种类P35 Agents and Brokers那一段第二句P37～38 运输的五种模式第五章老师讲了重点P45～46 Personal Selling的七个步骤P46～47 Exhibie5表格P47 本页第三段第一句Publicity的定义第六P52 黑体字钱的五个特点（what is money）P53～54 What Does Money Do?里的黑体字钱的三个功能P54 钱的种类（M1 M2）第七章老师划过重点，如下：P64 最后一段第一句行业信用(Trade credit)的定义P65～66 最后一句“If a firm ……repayment”P67 第二段第一句贴现商(factor)的定义最后第二段留存收益(Retained Earnings)P68～71 债券和股票的区别P68 Bonds和Stock里优先股和普通股的区别第八章老师说过重点：P76 第一段第一句会计(Accounting)的定义最后一段第一句资产负债表(Balance sheet)的定义P77 第二段第三句“This gradual……accumulated depreciation累积折旧”倒数第二段讲负债(liabilities)的重要P79 流动比率(current radio)和速动比率(quick ratio)知道怎么算P81～82 毛利润率(gross profit margin)、净利润率(net profit margin)和库存周转率(inventory turnover)的三个运算公式P82 投资回报率(return on owners' investment)第十二章 International Business绝对优势与相对优势第十三章老师说过重点four basic management functionP131 图片P135 图片SWOT analysis 的定义第十四章Job description第十五章McGregor’s Theory X and Theory Y1) Sole Proprietorship--Advantages and Disadvantages;2)Partnership--Advantages and Disadvantages；3) Corporation-Advantages and Disadvantages;4)Franchising-Advantages and Disadvantages;5)The Marketing Mix;6)Markets Segmentation;7)Product Life Cycle;8)Pricing Objectives;9)Break-even Analysis;10) M-1; M-2;11) Commercial Banks;12) Trade Credit and Bank Loans;13) Features of Bonds and Features of Stock;14) Debt or Equity Financing;15) Balance Sheet, and Income Statement; 19)Types of Law;20) Contract Law; Tort Law;21) Intellectual Properties;21)Business Bankruptcy;22)Comparative Advantage;23)Trade Barriers-Tarrif and Non-Tariff.。

工商导论课程设计

工商导论课程设计一、教学目标本课程的目标是让学生掌握工商导论的基本概念、理论和实践，培养学生对工商管理的兴趣和热情，提高学生分析和解决工商管理问题的能力。

具体来说，知识目标包括：1.理解工商管理的定义、历史和发展趋势。

2.掌握企业结构、战略管理、市场营销、财务管理等方面的基本概念和理论。

3.了解我国工商管理的法律法规和政策环境。

技能目标包括：1.培养学生运用工商管理理论分析和解决实际问题的能力。

2.训练学生进行团队合作、沟通表达和领导力的能力。

3.培养学生独立思考、创新和持续学习的能力。

情感态度价值观目标包括：1.培养学生对工商管理的热情和兴趣，提高学生从事工商管理工作的意愿。

2.培养学生具有良好的职业道德，树立正确的价值观。

3.培养学生具有社会责任感和企业公民意识。

二、教学内容本课程的教学内容主要包括以下几个部分：1.工商管理概述：介绍工商管理的定义、历史和发展趋势，理解企业结构及其运作方式。

2.战略管理：学习企业战略规划、战略实施和战略评估等方面的理论，培养学生运用战略管理理论分析和解决实际问题的能力。

3.市场营销：掌握市场营销的基本概念、策略和手段，了解市场、市场分析和市场推广等方面的知识。

4.财务管理：学习财务管理的基本原理、方法和技巧，包括投资决策、融资决策和财务分析等内容。

5.企业伦理与社会责任：探讨企业伦理问题，强调企业履行社会责任的重要性。

三、教学方法为了提高教学效果，本课程将采用多种教学方法，包括：1.讲授法：教师通过讲解、阐述工商管理的基本概念、理论和实践，帮助学生建立系统的知识体系。

2.案例分析法：引导学生分析实际案例，提高学生运用工商管理理论分析和解决实际问题的能力。

3.小组讨论法：学生进行小组讨论，培养学生的团队合作和沟通能力。

4.实验法：通过模拟实验，让学生亲身参与工商管理实践，提高学生的实践能力。

四、教学资源为了支持本课程的教学，我们将准备以下教学资源：1.教材：选用国内权威、经典的工商管理教材，为学生提供系统的理论知识。

工商导论

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Types of products
Classification for consumer products: 1. Convenience: Packaging is important to sell the product. Consumers will accept a substitute. Marketers focus on intense distribution, time utility. Convenience products can be categorized into staple (milk), impulse (not intended prior to shopping trip). Common examples are newspapers, magazines, fast food, soft drinks, cigarettes, etc. 2. Shopping: Consumers expend considerable effort planning and making purchase decisions. Consumers are not particularly brand loyal. Need producer intermediary cooperation, high margins, less outlets than convenience goods. Use of sales personnel, communication of competitive advantage, branding, advertising, customer service etc. Typical examples are clothes, automobiles, furniture and appliances.2003Copyright © 2007 by Xiaoping Zhang. All rights reserved McGraw Hill/Irwin Irwin/McGraw Hill Copyright © by The McGraw-Hill Companies, Inc. Foreign Language College

Fundamentals of business 《工商导论》说课稿

Fundamentals of business 《工商导论》说课稿尊敬的各位专家，大家好！我的抽签号是8号，申报的职称是教授。

我今天进行说课的课程是Fundamentals of business 《工商导论》，以下我将从课程定位与学情分析，教学目标，重点难点，教学方法，教学准备与时间分配，教学程序，考核评价，教学反思八个方面进行说课，请各位专家批评指正。

1. 首先，课程定位与目标《工商导论》是英语专业（商务英语方向）专业选修课。

该专业的培养目标是旨在培养既具备扎实的语言基础，又具有商务领域基础知识和基本技能的复合型人才。

《工商导论》是一门全英文授课的商务类课程，在学生从语言学习过渡到商务知识学习的过程中起着重要的桥梁作用。

本课程的先修课程为《商务交际英语》，后续课程为国际贸易、工商管理和市场营销方向的专业选修课课程群。

该课程开设在第5学期，教学对象是英语专业（商务英语方向）三年级学生。

《工商导论》作为商务知识概论课程，对激发学生兴趣，引导学生进一步探索学习具有重要作用。

基于以上学情分析和课程在整个培养方案中的作用，本课程的教学目标便非常明确了。

因此，该课程的教学目标也主要围绕语言和商务知识两个方面展开，同时在教学环节中融入能力培养。

2. 教学内容该课程使用的教材是对外经贸大学陈准明教授主编的《工商导论》第二版。