工商导论笔记——考点

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工商专业知识点总结

工商专业知识点总结
哇塞，同学们，今天咱来好好聊聊工商专业那些超有意思的知识点呀！
先来说说市场营销吧！这就好比一场刺激的战斗，就像你要去赢得每个人的心一样。

比如说，一个新的品牌想要在市场上立足，那得想各种办法吸引大家的目光呀！就像一个超级英雄，得有独特的技能和魅力。

你看那些热门的产品，不就是靠着厉害的营销策略才火起来的嘛！
再讲讲管理学，嘿，这可重要啦！就像指挥一个大乐团，得让每个乐器都在合适的时候奏响，才能奏出美妙的乐章。

管理者就是那个指挥家呀！想想看，如果一个团队没有好的管理，那不就乱套了嘛？就像没头苍蝇一样到处乱撞。

还有经济学呢！这不就是生活中的点点滴滴嘛！物价为啥涨了，为啥又跌了，这背后可都有大学问。

就好比你去买东西，有时候贵，有时候便宜，这里面可都藏着经济学的道理呢！
财务知识也不能少啊！算账、管钱，这可不是小事。

就像你自己的小金库，得清楚每一笔钱的来去呀！不然怎么知道自己是赚了还是亏了呢。

咱工商专业的知识点真的是像宝藏一样，等着我们去挖掘呀！每个知识点都像是一颗闪亮的星星，组合起来就是一片璀璨的星空。

同学们，可别小瞧了这些知识点，它们能在未来帮我们走向成功的道路呢！咱得好好学，认真钻研，把这些知识都变成我们的武器，去闯荡那个充满挑战和机遇的商业世界呀！我的观点就是我们一定要重视和掌握好工商专业的这些知识点，让它们为我们所用，创造美好的未来！。

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。

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.。

工商行政管理学概论考点串讲

考点串讲第一章工商行政管理的任务和特点第一节工商行政管理的内容一、工商行政管理的含义和特点（一)管理的概念和功能1．管理的概念所谓管理，是指管理主体为了实现特定的目标而对管理对象进行的计划、组织、领导和控制的社会活动。

这一概念包括的主要内容有：管理主体、管理对象、管理目标和管理过程.管理的主体可以是某一个企业、某一个社会团体、某一个学校或某一个家庭等微观主体，也可以是某一个国家的政府或一个国际机构.可以说,任何一个组织都需要管理。

管理对象可以是企业的生产的活动，学校的教学科研活动，也可以是整个国家的社会经济活动.管理的目标依管理主体和管理对象的不同而不同。

对一个企业来说，在市场经济条件下,管理的目标就是利润最大化。

对一个家庭来说，就是效用最大化.而对一个国家来说，管理的目标却相当复杂,既有经济的目标，也有社会的目标,有的目标可以用统计指标来表现，有的还无法进行数量分析。

管理的过程一般包括计划、组织、领导和控制等，这些也叫做管理的功能。

2．管理的功能对于管理的功能，人们有不同的分类和看法。

最常见的提法是计划(或决策）、组织、领导和控制。

（1)计划功能.所谓计划，就是人们对未来的活动所做的预测和安排.计划功能是指管理者对要实现的目标和应采取的行动方案做出的预测和具体安排.包括对所处环境的分析，对未来的趋势的预测和判断，确定目标，制定战略和计划等。

（2)组织功能。

组织功能是管理者根据计划对管理所涉及到的各种资源和人员的相互关系进行合理地配置，包括设计组织结构，建立管理体制,制定规章制度等,使活动能够有序地进行。

(3)领导功能。

是指管理者带领和指挥被管理的人员实现管理目标的过程.领导职能包括运用领导者的影响力、指导被管理者的行为、沟通被管理者之间的信息、增强相互之间的理解和联系、统一被管理者的行为、激励被管理者自觉地为管理目标而共同努力。

(4）控制功能。

是指管理者在建立控制标准的基础上,衡量工作的绩效，分析可能出现的偏差,并及时采取适当的措施使活动按计划进行。

工商行政管理学概论知识点整理

工商行政管理学概论知识点整理
以下是老师关于一些知识点的总结，同学们可以根据自己的情况再整理总结，量变的积
累才能成就质变，相信我们坚持学习，定能守得云开见月明
看视频回放—做每日一练——总结/记忆知识点——做每周一练巩固
过程中对任何一个知识点有疑问都不要放过它哦，通过翻规划卡，看回放，联系任课老
师寻找答案！！！
关于“时间”
1998年实行省以下工商行政管理机关垂直管理的新制度
1960年3月国际消费者联盟组织（IOCU）由5个国家发起成立
1962年3月15美国约翰·肯尼迪总统发表的《关于保护消费者利益的总统特别咨文》中首次
提出的，提出消费者的“四项权利”
1984年12月26中国消费者协会北京成立，是个具有半官方性质的群众性社会团体，具有社
会团体法人资格
1987年9月国际消费者联盟的第十二届大会上被接纳为正式会员
1994年我国开始实施《消费者权益保护法》，对消费者权利规定，有9项权利
1890年美国政府颁布了《谢尔曼法》，这是美国也是世界上第一部反垄断法规1896年德国的《反对不公平竞争法》
1974年日本人的广告审查机构—JARO成立
易混淆知识点
“答法相似”大题。

商学导论知识点总结高中

商学导论知识点总结高中商学导论是商学院的一门入门课程，涉及到商业管理的基本理论和实践知识。

本文将对商学导论中的重要知识点进行总结，包括商业环境、商业组织、商业管理、商业伦理等方面的内容。

一、商业环境1. 宏观环境分析：宏观环境分析是指对外部环境中的政治、经济、社会、技术、法律等因素进行分析，以便了解对商业活动的影响和趋势。

2. 行业环境分析：行业环境分析是指对特定行业内竞争者、消费者、供应商、替代品、进入壁垒等因素进行分析，以便了解行业的竞争状况。

3. 内部环境分析：内部环境分析是指对企业内部资源、能力、文化、结构等因素进行分析，以便了解企业的优势和劣势。

二、商业组织1. 企业所有制形式：企业所有制形式包括私营企业、国有企业、合资企业、合作企业等，不同的所有制形式有不同的特点和优劣势。

2. 企业组织结构：企业组织结构包括职能型、事业部型、矩阵型、虚拟型等，不同的结构形式适用于不同的企业经营管理模式。

3. 企业文化建设：企业文化是企业内部的共同价值观和行为准则，对企业的管理和发展具有重要影响。

三、商业管理1. 经营管理：经营管理包括计划、组织、指导、控制和协调等活动，是企业经营的核心。

2. 营销管理：营销管理包括市场调研、产品设计、价格策略、渠道管理、营销推广等活动，是企业产品推向市场的重要环节。

3. 人力资源管理：人力资源管理包括招聘、培训、薪酬福利、绩效考核等活动，是企业人力资源配置和开发的关键。

4. 财务管理：财务管理包括资金融通、成本控制、财务分析、投资决策等活动，是企业经济运作的保障。

四、商业伦理1. 商业道德：商业道德是商业活动中的操守和行为规范，涉及到诚信、公平竞争、社会责任等方面的问题。

2. 社会责任：企业作为社会组织，应当承担相应的社会责任，包括环境保护、公益活动、员工福利等方面的责任。

3. 利益相关方：企业的经营活动会对利益相关方产生影响，包括股东、员工、顾客、供应商、社会等相关方。

工商行政管理概论笔记

1.对违反工商行政管理法律、法规的行为进行行政处罚时应注意的问题。

是指工商行政管理机关对市场经营主体的违法行为说作出的处罚制裁。

主要的种类警告罚款没收非法所得财产责令停产停业暂扣或吊销许可证行政处罚的主体是各级工商行政管理机关。

行政处罚与违法行为的性质和情节相适应，遵循合法公正，教育与处罚相结合的原则。

作出的处罚决定必须事实清楚证据充分手续齐全。

2.行政复议的特点行政复议是解决行政争议的一种活动，是指公民、法人或其他组织认为行政机关的行政行为侵害了其合法权益，而向上级行政主管申请撤销变更行政措施，由该法定行政机关受理，审理、决定的活动。

特点是行政机关的活动；向行政机关提出行政复议申请的只能是与某一具体行政行为有厉害关系的当事人；管理相对人只能对具体行政行为不服才能申请行政复议；行政机关只能在自己管辖的事项范围内进行行政复议。

3.监督管理不正当竞争行为的意义规范市场行为，维护市场秩序；保护公平竞争，保障竞争机制正常地发挥作用；保护经营者和消费者的合法权益。

4.合同履行的概念和原则合同履行是指当事人按照约定完成合同义务，实现合同权利的行为。

也就是债务人全面地适当地完成其合同义务，是债权人的合同权利得到完全实现的行为。

原则合同履行的原则；诚实信用的原则；全面履行原则；协助履行原则。

5.广告管理含义内容依据和作用广告管理是国家广告监督管理机关依法对广告内容、广告活动主体的资格和市场准入条件、广告活动过程及行为等进行的监督管理。

广告管理的依据是《广告法》和广告管理的规章以及政策规定。

工商行政管理部门对的管理必须以法律为依据，依法管理《广告法》是广告管理的主要依据是我国管理基本法规，是广告活动的基本准则。

是调整广告经营单位、广告客户以及之间相互关系的法律规范。

原则制定并监督实施广告准则；制定各种行政措施，广告活动主体的行为；开展广告审查工作。

内容制定并监督实施广告准则；制定各种行政措施，规范广告活动主体行为；开展广告审查工作；查处广告违法行为。

(整理)工商管理考点.

第一章企业战略：是指企业在市场经济竞争激烈的环境中，在总结历史经验、调查现状、预测未来的基础上，为谋求生存和发展而做出的长远性、全局性的谋划或方案。

企业战略的特征：1长期性，2全局性，3灵活性，4风险性企业战略的层次，1企业总体战略，2企业业务战略，3企业职能战略1.在行业中普遍存在五种竞争力量，分别是行业内现有企业间的竞争、新进入者的威胁、替代品的威胁、购买者的谈判能力和（供应者的谈判能力）。

2.某企业正在策划进军汽车制造领域，这一战略层次属于（总体战略）。

3.价值链理论所依据的基本逻辑关系是（经营资源－价值活动－竞争优势）。

4.“东方不亮西方亮”是用来比喻（多元化战略）。

5.需要有规模经济效益支持的战略类型是（成本领先战略）。

6.从行业生命周期各阶段的特点来看，行业的产品逐渐完善，规模不断扩大，市场迅速扩张，行业内企业的销售额和利润迅速增长，则该行业处于（成长期）。

7.企业战略从基层单位自下而上的产生的战略实施模式是（增长型）。

8.能够强化供应者谈判能力的情形是（供应者具有较强的前向一体化的可能性）。

9.企业划分战略群体的目的是（明确竞争地位和发掘适用战略）。

10.某驰名空调企业为了进一步扩大生产规模，收购另一品牌空调生产企业，这属于（横向一体化）战略。

11.战略控制按照战略控制权的归属划分为（集中控制、分散控制）。

12.具有较高市场增长率和较高的相对市场占有率的业务是（明星类）。

13.企业通过有效途径降低成本，使企业的全部成本低于竞争对手的成本，甚至在同行业中最低的成本，从而取得竞争优势的一种战略是（低成本战略）。

14.企业无法掌握决策必需的情报和资料，只能根据各决策方案可能出现的不同结果的发生概率进行判断并作出决策的方法是（风险型决策）。

15.以下不属于决策树构成的是（判断枝）。

16.风险型决策的标准是（损益期望值）。

17.乐观原则是（大中取大法）。

18.零起点决策是指（初始决策）。

19.以下不属于备选决策方案的特点为（标准性）。

高级经济师《工商》必背知识点（3）：公司法人治理结构及其内涵

高级经济师《工商》必背知识点（3）：公司法人治理结构及其内涵知识点3：公司法人治理结构及其内涵（一）公司法人治理结构的组成与功能1.股东（大）会股东（大）会是企业原始所有权的载体，是公司的最高权力机构。

2.董事会董事会是法人财产的代表。

对公司的重大问题进行决策，并对经理人员进行监督。

3.监事会监事会的重点监督事项是公司财务和董事、经理履行职责的情况。

4.执行机构直接受控于董事会。

（二）公司法人治理结构中的委托代理关系1.股东（大）会与董事会的信任托管关系（1）董事是股东的受托人，承担受托责任。

一旦董事会受托来经营公司，就成为公司的法定代表。

（2）股东将公司交由董事会托管，就不再去干预公司的管理事务，也不能因商业经营原因解聘董事，但可以以玩忽职守、未尽到受托责任而起诉董事，或者不再选举他们连任。

2.董事会与经理之间的委托代理关系（1）董事会选择和任命适合本公司的经理。

（2）经理作为董事会的意定代理人，拥有管理权和代理权。

（3）作为意定代理人，经理的权力受到董事会委托范围的限制。

（三）公司法人治理结构中的相互制衡关系公司法人治理结构的制衡作用的具体表现：（1）股东作为所有者掌握着公司最终的控制权，他们可以决定董事会、监事会的人选；（2）董事会作为法人代表全权负责公司的经营，拥有支配公司法人财产和任命、指挥经理人员的权力；（3）经理受聘于董事会，以公司意定代理人身份统管企业日常经营事务，在董事会授权范围内，经理有权决策，其他人员不能随意干涉；（4）监事会依法监督公司的一切经营活动，不仅要进行会计监督，而且要进行业务监督，不仅要有事后监督，而且要有事前和事中监督。

工商财税知识点总结

工商财税知识点总结一、工商知识点1. 工商注册工商注册是指企业根据国家法律法规和相关规定，向工商行政管理部门申请办理企业登记手续的过程。

企业在注册时需要提供相关材料和资料，包括企业名称、法定代表人、股东信息、经营范围、注册资本等。

在注册时需要注意选择适合自己企业情况的公司类型，包括有限责任公司、股份有限公司、个体工商户等。

2. 工商执照工商执照是企业在工商注册后颁发的企业合法经营证明文件。

工商执照上包含了企业的名称、注册地址、法定代表人、注册资本、经营范围等信息，是企业进行日常经营活动的法定证明文件。

3. 工商变更企业在经营过程中可能会因为各种原因需要变更企业相关信息，例如法定代表人变更、注册地址变更、经营范围变更等。

企业在变更时需要向工商行政管理部门提交相关材料和申请表格，经审核后才能获得变更后的工商执照。

4. 工商注销企业在停止经营或者完成清算后需要向工商行政管理部门申请注销登记手续。

企业在注销前需要完成相关资料和财务的清算，并且注销后的资产和财务关系需要进行处理。

5. 工商违法企业在经营过程中可能会因为某些行为或者操作违反相关规定，从而触犯了工商法律法规，需要承担相应的处罚和责任。

企业需要遵守相关法律法规，保证自身的合法合规经营。

二、财税知识点1. 会计核算会计核算是指企业对经济业务进行记录、分析、汇总和报告的过程。

企业在进行会计核算时需要按照国家相关准则和规定进行，包括资产负债表、利润表、现金流量表等文件，以反映企业的财务状况和经营成果。

2. 税务申报税务申报是指企业每年按照法定时限和方式，向税务机关提交企业的财税申报表和相关资料的过程。

企业需要按照国家相关税法规定纳税，包括增值税、企业所得税、个人所得税等。

在申报时需要注意填写准确、及时提交，保持合法合规。

3. 税务筹划税务筹划是指企业为合法合规地减少税负、提高经济收益，以明智合理的方式组织生产经营活动的过程。

企业可以通过合法途径进行税务筹划，如合理安排资产和负债结构、合理利用税收政策等。

工商导论考试必备完整版

Key words1.Business:Goal-directed behavior aimed at getting and usingproductive resources to buy,make,trade,and sell goods and services that can be sold at a profit.2.Productive resources:The four crucial ingredients-land,labor,capital,enterprise-that are needed to profit from business.3.Operating costs:The cost of acquiring and using the four productiveresources to make and sell goods and services.4.Product:Any kind of good or service that other people value andwant to buy.5.V alue:How much utility a product gives customers;that is,how well itsatisfies their desires or needs.6.Price:A way of measuring the value of a product by how muchcustomers are willing to pay for it.7.Business model:A company's plan of action to use resources to createa product that will give it a competitive advantage.petitive advantage:A company's ability to offer customers aproduct that has more value to them than similar products offered by other companies.9.Sales revenue:The amount of money or income that a companygenerates from the sale of the product.10.Profit:The total amount of money left over after operating costs havebeen deducted from sales revenues.11.Capital:Profit that is keptin a company and invested in its business.12.Wealth:The sum total of the resources,assets,riches,and materialpossessions owned by people and groups in society.13.Franchising:A business practice whereby investors are allowed topurchase the right to own and perate a business using a company's name and business model.14.Nonprofit organization:An organization that is not in business tomake profit but to provide value to the people and groups it serves. 15.Business system:The combination of commerce，occupations,andorganizations that result in the production and distribution of goods and services people value.16.Business commerce:The process by which people produce andexchange valuable goods and services that fulfill their wants and needs.17.Trade:The exchange of products through the use of money.18.Barter:The exchange of one product for another product.19.Diminishing marginal utility:The principle that the value peoplereceive from an additional unit of a product declines as they obtain more of the product.w of demand:The principle that states as the price of a productrises，consumers will buy less of it，and as the price of it falls，consumers will buy more of it.w of supply:The principle that states that as the price of a productrises，producers will supply more of it，and that as the price of it falls，producers will supply less of it.22.Marginal curve:23.Market：Buyers and sellers for a particular product.24.Industry:A group of companies that make similar products andcompete for the same customers.25.Profitability:A measurement of how well a company is making useof its resources relative to its competitors.26.Premium price:The higher price a seller is able to charge versuswhat its competitors can charge.27.Specialization:The process by which people become more skilledand productive when they perform a narrowly defined range of tasks specific to an occupation or job.28.Business occupation:The acquired set of specialized skills thatenable a person to create valuable goods and service that can be traded at a profit.29.Invisible hand:The principle that the pursuit of self-interest in themarketplace naturally leads to the improved well-being of society in general.30.Monopoly:A situation in which one company controls the supply of aproduct and can charge an artificially high price for it.31.Human capital:A people's stock of knowledge，skills，experience，judgement，personality，and abilities.32.Transaction costs:The costs of bargaining，negotiating，monitoring，and regulating exchanges between people in business.33.Teamwork:A phenomenon that occurs when people pool their skillsto create more valuable products than they could create alone.34.Business organization:A tool that empowers people to shape andcontrol the behavior of other people to produce goods and services. anizational structure:The framework of task and authorityrelationships that coordinates people so they work towards a common goal.36.Functional activities:The task-specific operations needed to convertresources into finished goods and services sold to customers.37.V alue chain:The coordinated series or sequence of functionalactivities necessary to transform resources into the products customers want to buy.38.Primary functions:Functions directly responsible for utilizing scarceresources most efficiently and effectively to create goods and services.39.Secondary functions:Functions not directly responsible for gettingproducts to customers but whose activities contribute to the efficiencyand effectiveness of other functions.40.Entrepreneur:A person ready to supply the enterprise—energy，boldness，courage，spirit，expertise—necessary to start and grow a business.41.Entrepreneurship:42.First mover advantage:The competitive advantage gained by beingfirst to develop a new product or process.43.Intrapreneurship:Entrepeneurial activity that tasks place inside of an established company.44.V enture capitalists:45.Intrinsic motivation:46.Extrinsic motivation:47.Delegate:Giving up decision-making authority to other people.48.Agency problem:The problem that arises because of the separationof the ownership and control of a business.It occurs when the firm's owner delegates authority to managers.49.Stock options:The right to buy a stock at a certain price and tobenefit from increases in the stock's value in the future by selling it.50.Board of directors:Experienced business executives from inside andoutside of a company who are elected by a company's shareholders to act as their representatives.51.Chief executive officer(CEO):A company's top manager.The CEO isresponsible for overseeing the operations of the company and ensuring its capital is used to create the most profit possible.52.Top managers:Employees who are responsible for developing acompany's business model and who，along with the CEO，are ultimately responsible for its success or failure.53.Middle managers:Employees in charge of a company's variousfunctions and who are responsible for using the company's functional rescources productively to increase its profitability.54.First-line managers:Employees at the base of the managerialhierarchy.They are often called supervisors.55.Efficiency:A cost-focused measure of how productively a company'sresources are being used to produce goods and services.56.Effectiveness:A revenue-focused measure of how competitive thefirm's business model is.57.Planning:A process that managers use to select the best businessmodel and goals for their company.anizing:A process managers use to create a company'sorganizational structure.anizational culture:The set of values，norms，and beliefs sharedby members of an organization that determine how well they work together to further the company's goals.60.Leading:The ability to develop a plan and motivate others to pursueit.61.Cross-functional team:A group of people from the differentfunctions who work together on a particular project.62.Controlling:The process of evaluating whether or not a company isachieving its goals and taking action if it is not.63.Benchmarking:The practice of comparing a business's strengths andweaknesses to those of its competitors.64.Role:The set of tasks a person is expected to perform because of theposition he or she holds in an organization.65.Mentor:A person who provides advice，guidance，and technicalknowledge to other people（mentees）in order to help them advance their careers.66.Multinational companies:Companies that operate and trade in manydifferent countries around the world.ernment:The political system chosen to create and manage theset of laws，rules，and regulations that control the actions of people and companies that operate in a society.68.Representative democracy:A form of government in which citizensperiodically elect individuals to represent their interests.69.Totalitarian government:A form of government in which a personor group of people attempt to exercise absolute control over all forms of business activity.70.Free-trade agreement:Joint decisions by countries to reduce oreliminate trade barriers that impede the flow of products between nations.71.Quotas:Restrictions on the amount of a good or services than can beimported into a country.72.Trade barriers:73.General Agreement on T ariffs and Trade (GA TT):An internationaltreaty between nations following WWII，dramatically fueling free trade.74.Free trade area:A group of countries that agree to promote the freeflow of goods and services between them.75.Global environment:The set of forces surrounding a company thatdetermine its ability to obtain productive resources -land，labor，capital，and enterprise.76.Specific forces:Forces in the global environment that directlyincrease or decrease a company's sales revenues or operating costs，and thus its profitability.77.Suppliers:The individuals and companies that provide a companywith the resources that it needs to produce goods and services.78.Global outsourcing:The process of purchasing inputs fromthroughout the world to take advantage of differences in the costs and quality of resources.79.Distributors:Firms that link the companies that make products withthe customers who buy them.80.Intermediary:A company such as a merchant，broker，or wholesalerthat buys the products of one company and sells them to another. 81.Market share:The total percentage of a product a company sells in aparticular market.82.Political-economic forces:Changes that occur in the form of acounttry's social and political systems.83.Free-market economy:Economic system in which the production ofgoods and services is left in the hands of private enterprise.mand economy:Economic system in which the quantity andprice of goods and services that a country produces is planned by the government.85.Mixed economy:Economic system in which certain goods andservices are produced by private enterprise and others are provided via centralized government planning.86.V alues:General standards and guiding principles that people in asociety use to determine which kinds of behaviors are right or wrong.87.Norms:Unwritten codes of conduct that prescribe how people in aparticular culture should act in certain situations.88.National culture:The particular set of economic，political，and socialvalues and norms that exist in a particular country.89.Demographic forces:Changes in the characteristics of a country'spopulation，such as its age，gender，ethnic origin，race，and sexual orientation.90.Legal forces:Changes in a country's laws and regulations that oftenoccur because of changes in the political and ethical attitudes within a society.91.Global network:A set of task and reporting relationships amongmanagers，functions，and operating units around the world.92.Productivity:Measures how efficiently a company is using itsresources to make a product.93.Quality:A function of how well a product performs when it is put touse and is measured by such things as durability and reliability，and customer satisfaction.94.Innovation:A function of a company's ability to develop new andimproved products that better satisfy customers' needs.95.Responsiveness to customers:A measure of a company's ability toanticipate changing customer needs,resolve problems customers have with a product,and provide fast after-sales service.96.Expatriate managers:Domestic managers who work for theircompanies abroad.97.Host-country nationals:Natives of a foreign country hired to managea multinational's divisions there.98.Third-country nationals:Managers who are neither native to thecountry the multinational is headquartered in nor the foreign country in which it operates.99.Exporting:Selling domestically produced goods and services tocustomers in countries abroad.100.Licensing:Contracting with companies in other countries in order to give them the right to use a company's brand name and business model.101.Joint venture:An alliance in which companies from different countries agree to pool their skills and resources to make and distribute a product together.102.Wholly owned subsidiaries:Business units established in countries abroad to manufacture and distribute a multinational's products.rmation:A set of data，facts，numbers，and words that has been organized in such a way that it provides its users with knowledge.104.Knowledge:What a person perceives，recognizes，identifies，or discovers from analyzing data and information.105.Learning:An increase in the store or stock of people's expertise or knowledge.rmation technology:The many different kinds of computerand communications hardware and software and skills of their designers，programmers，managers，and technicians who create and manage it.anizational learning:Managing information and knowledge to achieve a better fit between a company's business model and the forces in its environment.rmation overload:A situation in which managers have to process so much information it actually reduces their understanding of a situation.109.Real-time information:Infomation that is constantly updated. 110.Chief information officer (CIO):The top manager of a company's IT function.111.Transaction processing systems:An IT system designed to collect，record，and manipulate the data related to a company's day-to-day business operations.112.Knowledge management systems:An IT system that analyzes the information collected from the TP system but filters and analyzes it to make it more useful to managers.113.Best practices:The set of skill-based competencies that allow a particular function to perform at its optimal level.114.IT consultants:Expert employees who use their knowledge and learning to solve their customers' IT problems.115.Expert system:An advanced IT system that can reason through a company's information，diagnose problems，and suggest solutions. 116.Artificial intelligence:An IT system that reasons and learns like a human being.117.Enterprise resource planning systems:Multimodule applications software packages that coordinate all of a company's functional activities.118.E-commerce:Trade that takes place between companies，and between companies and individual customers via the Internet（or other IT system）.119.B2B marketplace:An industry-specific trading platform set up to connect buyers and sellers using the Internet.120.Intranet:A company's internet system of computers and Web sites accessible only by its employees.121.Legacy system:The hardware and software components of a company's IT system at any one point in time.122.Router:Hardware and software that electronically transfers data between networks to its intended destination，such as a specific Web page or computer.123.Ethernet:A local area communication technology that transmits information between computers at speeds of between 10 and 100 million MBPs using coaxial or fiber optic cable.124.Broadband technology:A type of communications hardware that allows for the rapid transmission of vast amounts of information. 125.Wi-Fi:A type of Ethernet technology that allows computer users to access the Internet wirelessly.126.Best-of-breed solution:The highest-performing IT hardware or software application currently available for managing a particular information processing or multimedia task.127.Industry standard:A predominant type of technology used in an industry.Other technologies must be compatible with the industry standard in order to be widely adopted.128.Firewall:Software that gives a company's PCs safe access to the Internet but that blocks computers from outside the firm from gaining access to the company's intranet.129.Hackers:People who seek to invade a company's databases and steal the information for malicious or illegal reasons.puter virus:Software code deliberately written to harm hardware and Software and corrupt files and databases.131.Marketing:An organizational function and a set of processes for creating，communicating，and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.132.Customer needs:Consumer needs that can be satisfied by thequalities or features of a good or service.133.Product development:The set of technical，scientific，and engineering processes involved in creating new or improved products to better satisfy customer needs.134.Sales:The development and use of techniques to inform customers about the value of a company's products in order to persuade them to buy them.135.Customer relationship management:The process of tracking the demand and satisfaction of customers in an effort to develop products they will want to buy on an ongoing basis.136.Business vision (mission):A brief statement of a company's business model that tells stakeholders why the firm is in business，how it intends to satisfy customer needs，and why it will satisfy their needs better than its competitors.137.Product life cycle:The typical sequence of changes in demand fora product that occur over time.138.Marketing research:The systematic search for information that uncovers met and unmet customer needs，the different needs of different customer groups，and whether or not a product's marketing mix appeals to customers.139.Focus group:A group of people brought together to share their thoughts and feelings about a particular product and why it may ormay not meet their needs.140.Leading customers:Companies that improvise their own solutions to business problems because no products currently exist that can do so.141.Leading providers:People or Companies that believe their new products will better satisfy customer needs even though they have no sure proof of this.142.Reverse engineering:The process of examining the products of one's competitors in depth in order to figure out what makes them successful.143.Customer groups:Groups of people who have a similar need fora particular product because the product satisfies several differentkinds of needs.144.Market segment:A group of customers the firm targets based on their need for its products.145.Product differentiation:The process of setting a product apart from its competitors by designing and marketing it to better satisfy customers' needs.146.Marketing mix:The combination of a product's qualities and features，its price，the way it is promoted and sold，and the places at which it is sold.147.Marketing message:A product-related message the firm'smarketing department sends to customers about how and why a product will better satisfy their needs.148.Product branding:Using a unique name，design,symbol，or other element to differentiate a product from its competitors.149.Brand name:The specific name，sign，or symbol a company uses to distinguish and legally protect the identify of its products.150.Brand loyalty:The tendency of customers to consistently purchase a particular product over time because they believe it can best satisify their needs.151.Product positioning:The process of customizing or tailoring a product to specific market segment.152.Target price:The price a typically customer will be willing to pay for a product with a particular set of qualities and features.153.Promotion:The way in which a company advertises，announces，publicizes，and pushes its products.154.Promotional mix:The combination of advertising，sales promotions，public relations，and personal selling used to reach and persuade customers to buy a product.155.Advertising:The paid，nonpersonal promotion of a company's goods and services using mass media to influence consumers.156.Sales promotion:Nonpersonal，persuasive efforts designed to boost a company's sales immediately.157.Public relations:The practice of conveying messages to the public through the media to influence people's opinions about the company and its products.158.Personal selling:Direc，,face-to-face communication by salespeople with existing and potential customers to promote a company's products.159.Place:The distribution and sales channels used to get both a product and its marketing message to the customer.160.Distribution:The selection of the distribution channels to reach and deliver products to customers most efficiently and effectively. 161.Distribution channel:The specific method a company uses to sell and deliver its products to customers.162.Downstream value chain:All of the activities related to managing a product from the time it is made to the time it is delivered and used by customers.163.Licensed distributors or dealers:Independent companies that buy the rights to distribute，sell，and service a company's products within a specific geographical area.164.Exclusive dealerships:Distributors that are licensed to stock and sell only one brand of a product.165.Wholesalers:An intermediary or broker that buys products from manufacturers and then resells them to other Companies，such asretailers，which in turn distribute them to the final customer.166.Final customer:The person who actually uses or consumes a product.167.Retailers:Intermediaries who sell other companies' products to the final customer.168.Direct distribution:Distribution channels used to deliver and sell products directly to the final customer.169.Distribution mix:The combination of channels a company selects to place,promote,sell,and deliver its products to customers.plex products:Products with qualities and characteristics that make them difficult for customers to evaluate.171.Technical selling:Selling that requires a company's sales representatives to impart detailed technical information to their customers.172.Missionary selling:Selling that occurs when a salesperson educates customers，builds goodwill，and performs promotional activities to encourage them to purchase a product at a later data. 173.Agent:A，person，or intermediary，acting on behalf of final customers.174.Creative selling:Selling that requires salespeople to combine their technical knowledge and personal selling experience to craft creative and unique ways to better meet the needs of their customers.175.Trade selling:Selling done through intermediaries，such as wholesalers and retailers，which manage the sale of a company's products to other Companies.176.Retail selling:Selling to the final customer-the person who buys a product for his or her own use.177.Telemarketing:A sales method used to contact prospective customers exclusively by phone.178.Buyer’s remorse:A phenomenon that occurs when a customer believes he or she made a poor purchasing choice.179.Customer relationship management system:An IT-based knowledge management system designed to track a company's customers--what they are buying,and how their demands are changing.Concepts✓What are the difference between trade and barter? P10The difference between trade and barter is that trade involves the exchange of products using money whereas barter does not.When people barter,they enchange one product directly for another.✓Describe the law of demand P13The principle that states as the price of a product rises，consumers will buy less of it，and as the price of it falls，consumers will buy more of it. ✓Describe the law of supply P13The principle that states that as the price of a product rises，producers will supply more of it，and that as the price of it falls，producers will supply less of it.✓How is the market price determined? P13In economics，the laws of supply and demand operate together to determine the price at which products will be sold in a market.It is important to realize that the price of all products are determined at the margin--the point at which the supply of the product just meets demand for it.✓How does profit differ from profitability? p14Profit is simply the total or absolute monetary difference between sales revenues and operating costs；Profitability measures how well a company is making use of its capital by investing in resources that create goods and services that generate profits.✓What are the three main components making up the business system?3)business as an organization1)business as commerce2)business as an occupation✓What are the four main productive factors for a company? land, labor, capital, enterprise✓What common mistakes entrepreneurs may make? P63 First，entrepreneurs frequently overestimate their ability to create newproducts customers desire and are willing to pay a high price for；Second，they underestimate how difficult it is to actually reach prospective customers and get them to try their products--even when they are excellent.The importance of marketing and advertising--and its high cost--is often not given enough weight in a new company's business model.Third，entrepreneurs may not realize how much ready cash is needed to see a small business through its critical，initial“birth”period，which can sometimes take up to two years。

工商导论笔记——考点

工商导论笔记——考点(总3页) --本页仅作为文档封面，使用时请直接删除即可----内页可以根据需求调整合适字体及大小--第一章老师没说过重点，我把有笔记的地方讲一下P1 大写A的那段第一句个体户(sole proprietorship)的定义P3 这一页第二段第三句无限责任(unlimited liability)的定义最后一段第二句合伙公司(partnership)的定义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P27～28 盈亏平衡点分析(Break-even Analysis)全部还有添出来的：Extension Strategies(1)Modify the product,“new”,“added”,“extra”ingredient(2)Develop complimentary products,(picture printer for DCs)(3)Promote more heavily(4)Find new uses for the product第四章老师没划重点，我的笔记P35 Agents and Brokers那一段第二句我估计会出“对比题”P36 配送运输(Physical Distribution)的定义第一句，到consumers行了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的定义第六章问同学抄的笔记P52 黑体字钱的五个特点P53～54 What Does Money Do里的黑体字钱的三个功能P54 最后第二段第二第三行forms of money 三个P55 第一段第二句支票(check)的定义P55～56 M-2里第二段前三句货币市场基金(money-market funds)的定义P56～57 吸收存款、发放贷款的七种方式(1)和(2)就是Commercial Banks 下面的1)和2)，(3)、(4)、(5)、(6)是下面的黑体字currency exchange、letters of credit、banker's acceptance、drafts，(7)是Financial counselingP58 第三段第二句养老基金(pension fund)的定义P59 最后第三段的最后三个黑体字旁边写了“如何使用这三个工具”最后第二段第二、三、四句旁边注明“How to control the money supply”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 第三段第二句从promissory note开始本票(promissory note)的定义然后后面划了一句“promissory notes bear interest”P65～66 最后一句“If a firm ……repaymkent”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里自己找老师没说过优先股和普通股的区别 P70～71 (1)70页倒数第二段倒数第二句；71页倒数第二段第一句(2)70页最后一段第三行“preferred……paid”；71页最后一段第二句(3)71页倒数第三段第一句；71页倒数第二段第二句优先股和债券的相似之处(1)70页倒数第二段第二句到dividend (2)70页倒数第二段第三句第八章老师说过重点，挺多：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P80 第二段“Unlike……of time”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)，在最后第九章老师有划重点P88 倒数第二段第二句P89 “Who Buy Securities”里的1)、2)、3)第十章老师划了一个重点P97 “Insurance and Its Principles”其它各种险大家自己看看。

工商方面知识点总结

工商方面知识点总结一、公司注册及管理1. 公司类型根据公司的性质和规模，公司类型可以分为有限责任公司（LLC）、股份有限公司（Ltd）和无限责任公司（ULC）等。

2. 公司注册公司注册包括选择公司类型、取得营业执照、注册商标、注册域名等。

注册公司需提交相关资料，如公司章程、公司董事和股东的身份证明等。

3. 公司管理公司管理包括董事会的组成及职责、股东大会的召开、公司的财务管理和人力资源管理等。

4. 公司法律责任注册公司需要遵守相关的法律法规，如果公司违反法律规定，有可能会面临罚款、关闭甚至刑事责任。

二、商业合同及经营管理1. 商业合同商业合同是商业活动中最常见的法律文书，包括合同的签订、变更、履行和解决合同纠纷等规定。

2. 经营管理经营管理包括市场营销、供应链管理、财务管理、风险管理和员工管理等。

3. 商业保险商业保险是企业保障自身利益的重要手段，包括财产保险、责任保险、人身意外保险等。

4. 知识产权保护知识产权包括专利、商标、著作权和商业秘密等，为了保护自身的创新成果和商业机密，企业需要注册和维护知识产权。

三、财务管理及税务规划1. 财务管理财务管理包括预算编制、财务报表、资金管理、投资决策和风险管理等。

2. 税务规划税务规划是企业最关键的财务管理活动之一，包括减少税务负担、合法避税和防范税务风险等。

3. 财务稽核财务稽核包括内部控制、财务审计和合规审计等，用于发现和纠正财务管理中的问题。

4. 财务法律责任企业应合法纳税、履行会计报告和财务披露义务，否则将面临罚款、行政处罚甚至刑事责任。

四、市场监管及公平竞争1. 市场监管市场监管是国家对市场经济进行宏观调控和监督管理的一种方式，包括价格监管、垄断反竞争和消费者权益保护等。

2. 公平竞争公平竞争原则是市场经济的基石，企业应遵守相关的反垄断法和反不正当竞争法，维护市场的公平竞争环境。

3. 消费者权益保护消费者权益保护是国家法律赋予消费者的权利，企业应尊重消费者的知情权、选择权、安全权和维权权。

2023年工商管理知识点记忆资料

工商管理知识点记忆资料一章１、企业战略层次:总体战略、业务战略、职能战略2、企业战略实行模式：指挥型、变革型、合作型、文化型、增长型3、7S模型:硬件要素：战略、构造、制度;软件要素:共同价值观、人员、技能、风格４、战略控制原则:保证目旳、适度控制、适时控制、适应性原则5、战略控制措施:杜邦分析法、平衡积分法、利润计划轮盘6、平衡积分法设计角度:财务、顾客、内部流程、学习和增长7、利润计划轮盘３部分内容:净资产收益轮盘、利润轮盘、现金轮盘8、宏观环境分析:政治、经济、社会、科技、生态、法律9、行业环境分析:行业生命周期、行业竞争构造、战略群体分析10、行业生命周期:形成、成长、成熟、衰退1１、企业内部环境分析包括：关键竞争力分析、价值链分析、波士顿矩阵分析、内部原因评价矩阵12、关键竞争力旳体现：关系竞争力、资源竞争力、能力竞争力１3、关键竞争力旳特性:价值性、异质性、延展性、持久性、难以转移性、难以复制性14、价值链主体活动:原料供应、生产加工、成品储运、市场营销、售后服务１5、价值链辅助活动:基础职能管理、人力资源管理、技术开发、采购１６、波士顿矩阵分析:明星区、瘦狗区、幼童区、金牛区17、SWOT分析法:内部优势Ｓ、内部劣势Ｗ、外部机会O、外部威胁T18、基本竞争战略包括：成本领先战略、差异化战略、集中战略（专一化战略）１9、成本领先战略：减少费用减少开支或愈加合理运用资源20、差异化战略：与众不一样、独特旳、别具一格、不一样于其他企业。

２1、企业成长战略形式:密集型成长战略、多元化战略、一体化战略、战略联盟。

22、密集型成长战略形式:市场渗透、市场开发、新产品开发。

２3、有关多元化战略类型:水平多元化（同一专业范围内）、垂直多元化（产业链/价值链）、同心多元化（以市场或技术为关键）24、战略联盟分类:股权式战略联盟(合资企业/互相持股）、契约式战略联盟（技术/产品/营销/产业协调）25、稳定战略旳类型：无变化战略、维持利润战略、暂停战略、谨慎实行战略26、谨慎战略旳类型：转向战略、放弃战略、清算战略27、国际化经营战略旳类型:全球化战略（成本压力大东道国需求少)、多国化战略(国际统治地位）、跨国化战略28、进入国际市场旳模式：贸易进入、契约进入（许可证经营/特许经营／协议制造／管理协议）、投资进入模式29、定性决策措施包括:头脑风暴法、德尔菲法、名义小组技术、哥顿法3０、定量决策措施包括：确定型决策(线性规划法/盈亏平衡点法）、不确定型决策(乐观原则/消极原则/折中原则／懊悔值原则／等概率原则）、风险型决策（期望损益决策法/决策树法) 二章1、股权旳重要权限:对股份所有权和处分权、决策参与权、收益分派权２、股东大会次序:董事会-－-监事会----持续90日以上持有10%以上股份股东召集3、两个月内召开临时股东大会：董事局限性2/３、亏损达实收资本1/3、持有１0％以上股东祈求、董事会认为必要、监事会提议召开4、股份有限企业董事会临时会议：代表1/10以上表决权旳股东、1/3以上旳董事或监事。

大学工商管理必考知识点大全

大学工商管理必考知识点大全一、市场营销市场营销是工商管理中一个重要的学科领域，涉及到企业的产品、定价、渠道和促销策略等方面。

以下是大学工商管理中市场营销的必考知识点：1. 市场调研方法和步骤：包括问卷调查、访谈、观察等方法，以及确定目标受众、设计调研方案、收集和分析数据的步骤。

2. 市场细分和定位：了解市场细分的概念和方法，以及如何通过定位策略来满足不同细分市场的需求。

3. 产品策略：了解产品的概念、特征和分类，以及产品生命周期管理、产品创新和产品组合策略等相关内容。

4. 定价策略：了解定价的基本原理，包括成本导向定价、市场导向定价和竞争导向定价等不同的定价策略。

5. 渠道管理：了解渠道的类型和功能，以及渠道设计、渠道成员关系管理和渠道冲突解决等内容。

6. 促销策略：了解促销的概念和目标，包括广告、促销活动、公关和销售推广等促销工具的选择和运用。

二、人力资源管理人力资源管理是组织管理中一个关键的领域，涉及到员工招聘、培训、绩效评估和薪酬管理等方面。

以下是大学工商管理中人力资源管理的必考知识点：1. 人力资源规划：了解人力资源规划的概念和目标，包括确定组织人力资源需求、人力资源供给分析和人力资源缺口分析等内容。

2. 招聘和选拔：了解招聘和选拔的流程和方法，包括制定招聘计划、招聘渠道选择、招聘面试和背景调查等步骤。

3. 培训与开发：了解培训和开发的重要性，包括制定培训计划、培训需求评估、培训方式和培训成果评估等内容。

4. 绩效管理：了解绩效管理的目标和方法，包括设定绩效目标、绩效评估和绩效反馈等环节。

5. 薪酬管理：了解薪酬管理的原则和方式，包括薪酬结构设计、绩效工资和福利待遇等内容。

6. 员工关系管理：了解员工关系管理的概念和方法，包括员工参与、员工满意度调查和劳动关系处理等相关内容。

三、财务管理财务管理是工商管理中一个重要的学科领域，涉及到企业的财务分析、投资决策和资本结构等方面。

以下是大学工商管理中财务管理的必考知识点：1. 财务报表分析：了解财务报表的组成和分析方法，包括资产负债表、利润表和现金流量表的解读和分析等。

经贸英语之工商导论知识点总结

1.basic forms of business答：sole proprietorship; partnership; corporation2.Types of organizational structure答：Functional organization; Divisional organization; Matrix organization; Committee organization;3.Advertising medias答：Newspaper, television, radio,direct mail, magazines, the Internet, outdoor billboard and poster;4.New product development process答Generating new product ideas; Screening; Development; Testing; Commercialization.5.Pricing strategies答：skimming strategy; penetration strategy; loss leader pricing strategy; odd pricing strategy; price lining strategy.6.Sales promotion答：Point-of-sale displays, specialty advertising, sampling, contests, lotteriessweepstakes, coupons, trade stamps, premiums, trade shows, sponsorship.7.sources financing答：The most common source of funds are trade credit, bank loans, commercial paper and factoring accounts receivable.8.items in a balance sheet答：A balance sheet is made up of three types of accounts, i.e. assets, liabilities and owners’ equity;Assets: cash, accounts, receivable, inventory, investments in other business, land,equipment, buildings, vehicle, patents, copyrights, etc.Liabilities: short-term or current liabilities and long-term liabilities. Owners’ equity=assets minus liabilities, For sole proprietor, it means the value ofEverything owned; for corporation, it means capital stock.9.challenges of international trade答：Social and cultural differences; foreign exchange, trade barriers; tariffs;Non-tariff barriers.10.Maslow’ s hierarchy of human needs答：Abraham Maslow was the first researcher to identify human needs systemtically and rank them in a hierarchy;From bottom to top are physiological needs, Security needs, social needs, esteem needs, self-actualization needs.Maslow’s hierarchy has been accepted as the most comprehensive theory ofHuman needs ever proposal and is widely used by managers inmotivating theirEmployees.1.Function of marketing:marketing research; acquiring; selling; transportation; storaging; finance and credit; risk taking; standardization and grading2.marketing mix:Product; price; promotion; place3.market segmentation:Geographic variables; demographic variables; psychographic variable; product-use variables.4.nonprice strategies:Add value; Educate customers; Establish Relationships.5.Retailers:Department stores; discount stores; supermarkets; hypermarket; general stores; specialty stores;Other retailing businesses:Virtual stores; vending machines; mail-order houses; direct selling; cart and kiosks; multilevel marketing6.The cost and value of intermediaries:Time utility; place utility; ownership utility; form utility; informationutility; service utility.7. personal selling process:Prospect; qualify; approach; make presentation; handle objections; close; follow-up.8.Management function:Planing; organizing; leading; controlling9.strategies for motivating employees:Rewards and punishment; management by objectives(MBO); participative management; make jobs more satisfying and motivating; modified work schedules;2011/12《经贸英语选读》复习指南：Part I. Multiple-Choice Questions 答题卡上（共40题，每题1分）There are two types of exercises: One type is to test your memory of the basic concepts learned in the text book; the other type is the understanding and use of concepts in case study.Examples:When a business’s revenues exceed its expenses, it has created ____.A.ProfitsB.SalesC.LossespetitionWhich of the following is not true about promotional methods for marketing:A.Businesses use them to communicate informationB.They replace exchange relationship with customers.C.They seek to persuade people to purchase productsD.They are intended to make products more attractive. Procter and Gamble has Baby Care, Beauty Care, Health Care, and Home and Fabric Care divisions in its US operations. This is an example ofA.geographic departmentalization.B.process departmentalizationC.maintenance departmentalization.D.product departmentalization.Part II. Reading Comprehension（共12题，每题2分）3 passagesPart III. Filling in the blanks. （共10题，每题1分）Part IV. Questions（共4题，每题4分）key concepts:basic forms of business(unit 1)Types of organizational structure (unit 13/136p Advertising medias （5/ 43pNew product development process（3/22ppricing strategies(3/23pSales promotion(5/46psources financing (7/63-68pitems in a balance sheet(8/73-75pchallenges of international trade(12/120p以后Maslow’ s hierarchy of human needs(15/158pPart IV. Writing（共1题，10分）About150 wordsA topic is given.重点章节12 15 13 1 2 3 4 5。

工商导论复习目录

第一章企业的创建一、学习的目的与要求通过本章的学习，掌握市场经济中四种企业形式、概念、性质及其特点，了解各个企业形式在市场运行中的优势和劣势。

二、学习要点1．企业创建的四种形式了解：1）、个体户的概念2）、合伙人的概念3）、股份有限公司的概念4）、特许经营的概念2．企业在市场运行的优势与劣势深刻理解：1）、个体户的优劣势2）、合伙人的优劣势3）、股份有限公司的优劣势4）、特许经营的优劣势三、考核目标1．考核知识点1）、企业创建的四种形式2）、企业的优劣势2．考核要求识记：企业的四种形式、概念、性质和特点领会：四种企业形式的优势及其劣势应用：利用本人实际情况，创建企业，分析所建企业的优势以避其劣势第二章市场营销概述一、学习目的与要求通过本章学习，了解我国企业对市场营销的认识过程，掌握市场营销的基本职能，懂得市场营销的基本程序，认识市场细分的意义和方法。

二、学习要点1．市场营销的起源了解：1）、我国市场的计划经济2）、我国市场经济代替计划经济的原因3）、市场经济的核心内容市场营销的职能掌握：1）、市场调研2）、产品开发3）、产品销售4）、产品运输5）、产品储藏6）、融资7）、风险管理3．市场营销的基本程序掌握：1）、生产2）、定价3）、促销4）、销售渠道市场细分的意义和方法深刻理解：1）、细分的意义2）、细分的方法3）、按地理位置划分4）、按人口统计划分5）、按消费心态划分6）、按产品用途划分三、考核目标1．考核知识点1）、市场营销的职能2）、市场营销的基本程序3）、市场细分的方法2．考核要求市场营销的职能识记：市场营销的六个职能市场营销的基本程序领会：1、生产程序2、定价程序3、促销程序4、销售渠道市场营销细分的意义和方法识记：市场营销的方法领会：市场营销的意义应用：利用本人创建的企业，分析本人创建企业的职能、程序及其市场营销的细分是否合理。

第三章产品与价格一、学习目的与要求通过本章的学习，了解产品的类型，认识产品的生命周期，掌握产品的定价原则。