工商导论翻译1-7
工商导论翻译
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。
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。
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。
工商导论词汇
商学概论词汇(293) Chapter1 (27)business 企业profit 利润not-profit (or nonprofit) organization 非营利组织management 管理operation manager 运营管理marketing 市场营销accountant 会计师finance 理财财务（活动）economics 经济学resources 资源factors of production 生产要素free market system 自由市场体系demand 需求demand curve 需求曲线supply 供给supply curve 供给曲线gross domestic product (GDP) 国内生产总值business cycle 经济周期，商业周期recession 衰退depression 不景气，萧条（期）full employment 充分就业unemployment rate 失业率price stability 物价稳定inflation 通货膨胀deflation 通货紧缩consumer price index（CPI）消费者价格指数national debt 国债Chapter 2 (7)entrepreneur 企业家small business administration 小企业管理局small business 小企业goods-producing sector 商品生产部，制造业service-producing sector 服务生产部，服务业business plan 商业计划franchise 特许经营权Chapter 3 (8)ethics 伦理，道德business ethics 商业伦理corporate social responsibility 企业社会责任stakeholders 利益相关者conflict of interest 利益冲突insider trading 内幕交易whistle-blower 告密者code of conduct 行为规范Chapter 4 （25）manager 经理，管理者management 管理planning 计划，规划strategic planning 战略规划，战略计划SWOT analysis SWOT分析goals （长期）经营目标objectives （中期）经营目标controlling 控制technical skills 专业技能，技术技能interpersonal skills 社交技能，人际技能conceptual skills 概念技能，理性思维技能time-management skills 时间管理技能decision-making skills 决策技能sole proprietorship 独资（经营）unlimited liability 无限责任partnership （or general partnership）合伙制（经营）limited partnership 有限合伙制（经营）corporation 公司shareholders 股东stock 股份board of directors 董事会dividends 股息limited liability 有限责任private （or closely held）corporation 不公开招股公司public corporation 公开招股公司Chapter 5 （35）human resource management (HRM) 人力资源管理strategic human resource planning 战略人力资源计划job analysis 工作分析job description 职位描述job specification 工作说明recruiting 招聘，雇佣discrimination 歧视，差别待遇selection 甄选application 申请（书）interview 面试contingent worker 临时工orientation 上岗领导off-the-job training 脱产培训on-the-job training 在职培训，在岗培训motivation 动机equity theory 公平理论job redesign 工作再设计job rotation 工作转换job enlargement 职位扩大化job enrichment 工作丰富化flextime 弹性工作时间job sharing 工作分担telecommuting 远程办公performance appraisals 业绩评价，绩效评价turnover 人员流动downsizing 缩小规模，裁员employment-at-will 自由就业wages 工资（按小时计）salary 薪水piecework 按件付酬的工作commission 佣金incentive program 激励机制bonuses 奖金benefits 福利labor union 工会collective bargaining 集体谈判，劳资双方的谈判Chapter 6 （18）product 产品industry 行业market 市场market segment 细分市场market share 市场份额operations management (OM) 运营管理project team 项目团队product development process 产品开发过程product concept 产品说明，产品概念prototype 样品patent 专利make-to-order strategy 按订单生产mass production (or make-to-stock strategy) 批量生产mass customization 大众化定制capacity 生产能力layout 设计，安排master production schedule (MPS) 主生产进度表computer-aided design (CAD) 计算机辅助设计Chapter 7 (45)marketing 市场营销marketing concept 市场观念marketing strategy 营销战略，营销策略target market 目标市场consumer market 消费品市场industrial market 工业品市场market segment 细分市场marketing mix 营销组合marketing research 营销研究secondary data 二手资料primary data 原始资料focus group 小组讨论brand 标识，品牌trademark 商标private branding 自定商标generic branding 无商标（产品）manufacturer branding 制造商牌号brand equity 商标资产，品牌资产brand loyalty 品牌偏好，品牌忠诚packaging 包装labeling 贴标签intermediary 中间商retailers 零售商wholesalers（distribution）批发商profit margin 利润率physical distribution 物流storage warehouse 储藏库distribution center 配送中心materials handling 物流搬送just-in-time production 准时制生产supply chain 供应链supply chain management（SCM）供应链管理customer value triad 顾客价值三合一value chain 价值链promotion mix 促销组合advertising 广告personal selling 人员促销，个人销售sales promotion 促销publicity 宣传推广public relations 公共关系customer-relationship management 客户关系管理product life cycle 产品生命周期external marketing environment 外部营销环境consumer behavior 消费者行为advertising agency 广告商，广告公司Chapter 8 (28)absolute advantage 绝对优势comparative advantage 比较优势balance of trade 贸易差额trade surplus 贸易顺差trade deficit 贸易逆差joint ventures 合资企业foreign direct investment(FDI) 外国直接投资foreign subsidiary 外国子公司multinational corporation (MNC) 多国公司culture 文化high-context culture 高情境文化low-context culture 低情境文化gross nation income per capita 人均国民收入exchange rate 汇率subsidies 补助金，补贴trade controls 贸易管制protectionism 贸易保护主义tariffs 关税quota (入口货等的) 配额embargo 贸易禁运dumping 倾销world trade organization 世界贸易组织International Monetary Fund 国际货币基金组织World bank 世界银行trading blocs 贸易同盟European Union 欧洲联盟North American Free Trade Association 北美自由贸易协定General Agreement On Tariffs And Trade 关税及贸易总协定Chapter 9 （40）stakeholders （公司的）利益相关者accounting 会计management accounting 管理会计financial accounting 财务会计financial statements 财务报表generally accepted accounting principles （GAAP）公认会计准则income statement 收益表；利益表；损益表revenues 销售收入expenses 费用；开支cost of goods sold 销售成本operating expenses 经营费用gross profit（or gross margin）毛利；总利润net income （or net profit）净收益（或净利润）breakeven analysis 盈亏平衡分析fixed costs 固定成本variable costs 可变成本breakeven point in units 单位盈亏平衡点balance sheet 资产负债表asset 资产liability 债务、负债owner’s equity 所有者权益fiscal year 财政年度accounting equation 会计等式account receivable 应收账款account payable 应付账款inventory 存货；库存量depreciation expense 折旧费用classified balance sheet 分类资产负债表liquidity 流运性；变线速度current asset 流动资产long-term asset (or fixed asset) 长期资产current liability 流动负债long-term liability 长期负债statement of cash flows 现金流量表operating activity 经营活动investing activity 投资活动financing activity 筹集活动certified public accountant (CPA) 注册会计师；执业会计师audit 审计private accountant 私人账户Chapter 10 (60)money 货币money market mutual funds 货币市场共同基金demand deposits 活期存款M-1 狭义货币，交易货币M-2 广义货币commercial bank 商业银行savings bank 储蓄银行credit union 信用合作社finance company 信贷公司insurance company 保险公司brokerage firm 经济商号mutual fund 共同基金money market fund 货币市场基金pension fund 退休基金Federal Reserve System（the fed）联邦储备系统（美联储）discount rate 贴现率prime rate 最低银行利率financial plan 财务计划maturity （票据等的）到期short-term loan 短期贷款intermediate loan 中期贷款long-term loan 长期贷款lines of credit 信用额度amortization 分期付款security 担保品collateral 担保品，抵押品unsecured loan 无担保贷款interest 利息cash-flow management 现金流管理trade credit 商业信用budget （一手）预算cash budget 现金预算capital budget 资本预算angel 赞助人venture capitalist 风险资本家initial public offering（IPO）首次公开发行（的股票）investment banking firm 投资银行primary market 初级市场secondary market 二级市场New York Stock Exchange （NYSE）纽约股票交易所American Stock Exchange （AMEX）美国证券交易所Over-the-counter (OTC) market 场外交易市场NASDAQ 纳斯达克Securities and Exchange Commission （SEC）美国证券交易委员会insider trading 内线交易market index 市场指数Dow Jones Industrial Average （DJIA）道琼斯工业平均指数NASDAQ Composite Index 纳达斯综合指数Standard & Poor’s Composite Index （S&P 500）标准普尔股价指数bull market （股市中的）牛市bear market (股市中的) 熊市equity financing 产权融资debt financing 债券融资stockholder’s equity 股东权益dividends 股息common stock 普通股preferred stock 优先股cumulative preferred stock 累积优先股convertible preferred stock 可兑换优先股bonds 债券。
工商导论课件
Para 4
In this age of high technology ----在这高科技时代
Para 5
Long-term customer loyalty 长期客户忠诚 Detailed records 详细记录
Para 6
包含 Involve, contain, include, consist of, comprise, be composed of His report contained three aspects. Our class consists of boys and girls. Our party is composed of teachers, students and their parents. Our class comprises boys and girls.
the 4 P’S
Product must have special appeal for consumers
the 4 P’S
price Low price is attractive Too low a price, no profit, violate laws Consider costs, rivals, laws
Para 6
估计，评估 Estimate: assess, evaluate Conservative estimate 保守估计 确保，保证 Ensure, guarantee, secure,assure
Language points study
Sentence patterns
Para 3 …的关键在于… The key to … lies in 随着改革深入和经济发展 As the reform deepened and the economy grew Para 9 In this increasingly diversified world 在这个日渐多样化的世界 …能够进一步地… …can be further v.ed…
商务英语工商导论专业单词表
stockholder 股东Fundamentals of business executive 公司行政领导Unit 1franchisor 授予特许者dsole proprietorship 商个体，个体户écor （店铺）装饰attire （员工）服装partnership 商合伙，合伙公司corporation (股份有限)公司unit 2 franchise 特许经营replica 执照复制品)license/permit (营业centralized 中央集权的sole proprietor 个体业主chronic shortage 长期短缺shareholder 股东product-oriented 产品导向的board director 董事会成员，董事acquire unlimited liability 无限责任获得personal selling 获取方法，渠道当面推销accesspublicity 资产assets 媒体推介bulk buying financing 筹集的资金，融资大宗购买discount price 打折销售marketing 营销uniform specification 统一规格dissolution 解散marketing mix 营销组合法律事务所law firmpromotion 促销accounting firm 会计事务所utility 功能，便利real estate firm 房地产公司channels of distribution 分销渠道，销售渠道partner 合伙人general partner 市场细分market segmentation 普通合伙人…)limited partner (责任有限合伙人瞄准，集中精力于zero in on…人口统计的供货商supplier demographicextend credit 提供信贷消费心态学psychographic法律框架legal framework 产品用途因素product-use variable破产go brokeunit 3internal conflict 内部纷争，冲突肉汤convenience goods 方便商品broth incorporator shopping goods （货比三家后再购买的）商品公司股东sales revenue 销售收入specialty goods 特种商品，特色商品feasibility 可行的法人legal person可销售性sue 起诉，控告marketabilitybankrupt 样品，样机pilot model 破产bond 债权样机prototype商业化抵押物collateral commercialization产品生命周期…finance 为提供资金product life cycle定价扩张expansion pricing所有权与经profit-oriented objectives 利润导向型目标separated ownership and managementreturn on capital 资本（投资）回报率营分离销售额导向型目标termination 终结sales-oriented objectiveresilient 亏本销售，赔本买卖be sold under cost 可恢复的有弹性的，跟进型目标follow-the leader objective dividend 股息，分红equilibrium price 所得税income tax 均衡点价格双重征税double taxation 盈亏平衡点break-even公司执照corporate charter 双刃剑double-edge swordindustrial relations 劳资关系撇脂战略skimming strategy渗透战略penetration strategy 引起，导致incurloss leader pricing strategy （用少量低价商品）诱premium 奖励券trade stamp 行业优惠券导战略redeem 兑换，返还odd pricing strategy 心理定价战略trade show 行业展览会price lining strategy 分类定价战略sponsorship 赞助unit 4 public relations 公共关系publicity 媒体推介wholesaler 批发商word of mouth 口碑retailer 零售商discount store 折扣商店，平价商店unit 6周转率turnoverportability 邮购公司可携带性mail-order housedivisibility vending machine 自动售货机可分割性stability 虚拟商店，网上商店稳定性virtual storedurability 耐用性，耐磨损性agent 代理商acceptability 合法使用性经纪人brokerdenomination 面值time utility 时间上的方便paper note 纸币place utility 地点上的方便inflation 通货膨胀ownership utility 获得拥有权上的方便transaction 交易信息上的方便information utilitycirculation 流通form utility 产品成型上的方便legal tender 法定货币truck rates 卡车运费medium of exchange perishable 易腐烂的交换媒体store of value 价值存储叉车forkliftunit of account conveyer belt 运输带计算单位，会计单位活期存款demand deposit crane 吊车产生利息的interest-bearingunit 5支票帐户checking account取款withdrawal 促销组合promotion mixproduct advertising 产品广告minimum balance 最少余额credit union 厂商整体形象广告institutional advertising 信用社serial number 序列号outdoor billboard 户外广告牌spot liquidity变现性，流动性（播放）时段specialist magazine 专业杂志portfolio 投资组合有价证券（互联网上的）超媒体hypermedia securities存款帐户savings account yellow pages 电话薄货币兑换currency exchange 广告代理公司advertising agency信用证artwork 艺术设计letters of creditcommission 银行承兑＇s acceptance banker佣金draft 汇票物色（潜在顾客）prospectaccess card 自动柜员机卡确认qualify接触（顾客）信用卡credit card approach借记卡debit card 演示make presentation理财咨询financial counseling 处理（顾客）不同意见handle objectionshome mortgage 成交close 住房抵押互助储蓄银行follow-up售后跟踪mutual savings bank销售点上的演示point-of-sale displays 存款人depositorsweep stakes 摸奖，赌券养老基金pension fund保险费premium 打折券，优惠券couponunchecked 不受控制的creditor 债权人liquidation 可持续的清算sustainableFederal Reserve 美国联邦储备局unit 8美联储Fedmanagerial accounting 管理会计discount rate 贴现率financial accounting 财务会计open-market operation 公开市场运作financial statement vault 金库财务报表balance sheet 资产负债表dealer （有价证券）券商owner＇s equity 所有者权益unit 7patent 专利copyright 版权行业信用trade creditcurrent assets 流动资产commercial paper 短期融资券fixed assets 固定资产factor （对应收帐等的）贴现intangible assets 无形资产account receivable 应收账款liabilities 负债account payable 应付账款current liabilities open account 开立账户，赊账帐户流动负债long-term liabilities 长期负债promissory note 本票current ratio 流动比率draft 汇票quick ratio （acid test ratio）速动比率义务，债务obligationrental revenue line of credit 信用额度租赁收入gross profit margin 无担保的secured/ unsecured 有/ 毛利润率net profit margin 净利润率collateral 抵押物inventory turnover 库存周转率inventory 库存average inventory 平均库存compensating balance 补偿余额account receivable turnover 循环信用revolving credit 应收账款周转率the going interest rate 市场利率s investment ＇投资回报率return on owner 面值face valueunit 9factor 贴现商securities market 债务资本debt capital 证券市场underwrite 承销corporate bond 公司债券broker 经纪人equity capital 权益资本retained earnings 留用利润stock exchange 股票交易所股票经销商（公司）股息dividend stock brokerage预计股价会涨者，买多者bull depreciation 折旧预计股票会跌者，卖空者bear 一个公司的股票总称stock投机者IOU 借据speculator股权融资equity financing 放弃forfeitshare 股票其中的一张growth stocks 绩优股借款融资debt financing blue chip 蓝筹股，绩优股资本结构capital structure speculative issues 收益与风险俱大的股票现金流cash flowunit 10utilities companies 水，电等公用事业公司risk management 风险管理到期日maturity date半成品本金principal works-in-process概率redemption premium 赎金probability优先股preferred stock pirating 海盗活动callable 可召回的马六甲海峡the Strait of Malacca 套期保值hedging 普通股common stockfeed 饲料meeting of the minds 合意coercion 胁迫risk-sharing mechanism风险分担机制fraudulent manipulation 欺诈操纵premium 保险费consideration 对价insurance policy 保险合同proper form 可保利益有效形式insurable interestbreach of contract 违约indemnity 补偿enforceable 可实施的，可执行的subrogation 代位tort law 侵权法proximate cause 近因negligence insured 保户疏忽surgical forceps 抚养人手术用镊子dependenttitle to property 财产所有权utmost good faith 最大诚信trial 赔偿compensation 试用cash on delivery 货到付款，交货付现contribution 全部赔偿不能超过应得补偿free on board 离岸价格insurable risk 可保风险unauthorized 未经授权的underwrite 承保royalty 版税，专利使用费保户policyholderlicense 允许使用（专利）property insurance 财产险warranty 担保marine insurance 海险merchantability 可用性adversity 灾祸refund 退款航空险aviation insurancenegotiable instrument liability insurance 责任险票据certificate of deposit 单位，私家所属的场所存款单premisesmaker worker＇s compensation 工伤赔偿（本票，支票）出票人drawer （汇票）出票人split-liability 责任分担endorsement vandalism 打砸等破坏行为背书blank endorsement 无过错汽车保险no-fault auto insurance 普通背书restrictive endorsement （指定收票人的）特种背reimburse 报销surgical expenses 手术费用书qualified endorsement 限定性背书hospital expenses 住院费用without recourse 不可追索自选组合cafeteria planagency law 代理法term life insurance 简单寿险principal 定期寿险limited payment life insurance 委托人，授权人agent endowment life insurance 增值寿险代理人power of attorney 委任书，授权书完全寿险straight life insuranceequitable 公平的group life insurance 集团寿险terms of reference 授权范围关键人物险key person insuranceoverbill 信用寿险开出超过合理数额的账单credit life insurancebankruptcy law fidelity bond 忠实险破产法petition for bankruptcy 履行义务险破产申请surety bond referee 调解人unit 11trustee 托管人proceeds 普通法，习惯法，判例法common law 收益extension agreement 制定法，成文法statutory law 延展协议reorganization regulatory law 行政法规重组jurisdiction 管辖，权限unit 13合法目的lawful purposeplanning 合同各方具备能力competency of parties 规划手段和目的means and ends 自愿缔约voluntary agreement organizing 组织chain of command 指挥链，指令链leading 领导motivate 激励，激发autonomy 自主权rewards 回报，奖励controlling 调控deviation 偏离，背离corrective measure 矫正措施chief executive officer 首席执行官function/division manager 部门经理operating manager 操作层经理human skills 人际关系技能conceptual skills 概括技能technical skills 操作技能recruit 招聘，招募political tint 政治色彩bottom-line manager 一线经理，基层经理proven track record 被实践证明的业绩记录headhunter 猎头公司job specialization 工作专门化departmentalization 部门化unity of command 统一指挥line authority 直线职权staff authority 职能（部门的）职权line-and-staff organization 直线――职能混合型组织responsibility 责任delegation分权，授权span of management 管理跨度，管理幅度hierarchical levels 管理层次，组织结构层次functional organization 按功能划分部门的组织divisional organization 按事业部划分的组织division manager 部门经理，事业部经理generalist 经验全面的人才，通才matrix organization 矩阵型组织standing committee 常设委员会ad hoc committee 特别委员会grapevine 非正式沟通的途径。
工商导论unit1
2) Forms of Business Ownership
• • Legal Classification Economic types Based Classification
Starting a Small Business
2) Forms of Business Ownership
Legal Classification
financial resources and skills
fund, maintain, and expand its operation responsible manner, business ethics
laws and government regulations,
Contents
Unit 1 & 12
3. The People and Activities of Business
all activities concerned with obtaining money and using it effectively
The Organization of This Book
Figure 1.1
• Sole Proprietorship 独资企业 • Partnership 合伙企业 • Corporation 公司
Economic types Based Classification
• • • • • • • State-owned Enterprises 国有企业 Collectively-owned Enterprises 集体所有制企业 Private Enterprises 私营企业 Corporate Enterprises (Joint-equity Enterprises) 股份制企业 Joint Venture 联营企业 Foreign-funded Enterprises 外商投资企业 Joint-equity cooperative Enterprises 股份合作企业
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runyourownbusiness课后题
C h a p t e r1S e t t i n g U p a B u s i n e s s1.In which field will you set up your businessWith the development of the science and technology, many traditional goods have been displaced by electrical apparatus. Almostly we do anything by using electricity, such as electric cookers, cellphones, computers and air conditioners. We strongly realize it when there’s something wrong with electricity. So I want to set up my business ,building a supermarket, in the field of electrical appliance and electronic goods.2.Will your business be a sole proprietorship, a partnership, or a corporation My business will be a sole proprietorship. The advantages of sole proprietorships are many fold. The following are their major appeals.First of all, it’s simple to establish. Just pay a small fee, get the necessary state and local licenses or permits.Secondly, it’s more freer in decision-making. As a sole proprietor ,I can make my own decisions on business policies and operations, such as the type of goods or services I want to offer at the price I feel appropriate.Thirdly, it’s easy to keep operational and financial secrecy. I don’t have to report to shareholders or board directors.Fourthly, it’s less tax burden. The tax rates for sole proprietors are often only half of those for corporations.Last but not least, it’s exclusive use of I work hard and make a small fortune, I can take all the profits and don’t have to share them with anyone else.Chapter 2 Marketing: An Overview1.How would your business offer advantages over competitive firmsThe advantages of my business are many fold. The following are the major appeals.a.Guaranteed authentic goods of high quality and reasonable price. Theelectrical appliance and goods we offer are of high quality and reasonable price. Any second-hand goods or copycat cellphones cannot be found in my sell guaranteed authentic good.b.Some promotional activities .We can offer some kinds of free gifts whenconsumers buy my goods. If they consume a certain amount of money, they can register for membership cards.c.Better after-sale service. We will offer better after-sale service free ofcharge to ensure the satisfaction of my consumers.2.Does your business have factors which could make your revenue lower or expenses higher than what you expecta.Low reputation of a new brand. My business as a new comer to this fieldlacks high reputation and brand effect, there are not many consumers atfirst.b.Some copycat electronic goods of cheeper price and poor quality in othercompetitive firms. These goods will attract consumers a lot at very lowprice at first,my business will be in a poor situation which makes myrevenue lower .Chapter 3 Products and Pricing1.How is the products you plan to offer is different from those offered by your competitorsa. Guaranteed authentic goods of high quality and reasonable price. The electrical appliance and goods we offer are of high quality and reasonable price. Any second-hand goods or copycat cellphones cannot be found in my sell guaranteed authentic good.after-sale service. We will offer better after-sale service free of charge to ensure the satisfaction of my consumers.2.How will the pricing of your products be determined compared with those of competitive productsFirst, marketing research .Collecting and analyzing the price of competitive products to identify consumers’ purchasing power and buying abilities. Then decide the price that the customers can accept.Also we can set the price the same as those of competitive products, besides we will offer some little gifts free of charge to attract more customers.3.Could the unique features of your product be protected from competitorsThe unique features of my products could be protected from competitors . The electrical appliance and goods we offer are of high quality and reasonable price. Any second-hand goods or copycat cellphones cannot be found in mysell guaranteed authentic good. Also we will offer better after-sale service free of charge to ensure the satisfaction of my consumers. The unique features of my products could be protected from competitors .Chapter 4 Channels of Distribution1.How will your business distribute the products to the customersa.Virtual stores. We’ll also represent my goods on the Internet by setting upvirtual stores. My consumers can make inquiries, check specifications,compare prices, place orders and make payment, all through the Internet, thus making my goods shopping much efficient than the traditional modes.b.Direct selling. Home appliances and electrical goods can be sold directly,which involves selling to consumers in their homes or workplaces. This approach can fully demonstrate the features of the products and enabledirect and one-to-one consultation to prospective buyers.c.Multilevel marketing. MLM has been popular around the would in selling awide variety of products. Hundreds of downliners ,the commissions can be quite sizable.d.Supermarkets are large stores featuring low prices, self-service and fastmoving merchandise such as groceries.2. Could your products be distributed more efficiently and at lower costsMy products could be distributed more efficiently and at lower costs. We’ll represent my goods on the Internet by setting up virtual stores. My consumers can make inquiries, check specifications, compare prices, place orders andmake payment, all through the Internet, thus making my goods shopping much efficient than the traditional modes.And home appliances and electrical goods can be sold directly, which involves selling to consumers in their homes or workplaces. This approach can fully demonstrate the features of the products and enable direct and one-to-one consultation to prospective buyers.Also consumers can buy my goods in my my products could be distributed more efficiently and at lower costs.3.Whether the cost of distribution of your products will be affected substantially if price of utilities or transportation go up by a big margin.The cost of distribution of your products will be affected substantially if price of utilities or transportation go up by a big margin. The numerous functions the utilities or transportation perform, physical distribution accounts for almost 30% of the total costs of marketing, if price of utilities or transportation go up by a big margin, the cost of distribution of your products will be affected substantially .Chapter 5 Promotion1.Describe the promotional mix for your products.Advertising :product advertising and institutional advertising.a.Internet .We’ll represent my goods on the Internet by setting up virtualstores. My consumers can make inquiries, check specifications, compareprices, place orders and make payment, all through the Internet, thusmaking my goods shopping much efficient than the traditional modes.b.Newspapers and television. Put my goods’ information on thenewspapers .ADs in the newspapers can be clipped and saved,also they are low in cost and can be prepared and placed within minimum time.Televisions can reach a vast captive audience of all types with colorful and eye-catching.c.Outdoor sales promotion. Billboards,posters ,trade show publicity andelectric displays are the major forms of outdoor advertising.2.Estimate the amount of money that will be allocated for promotion during the first year.We will spend 30% of the money on advertisements on the newspapers Internet and televisions. Then 40% of the money will be payed for thesales-promotion, especially outdoor promotion, such as billboards,posters ,trade show publicity and electric displays, to increase customer awareness and the sales of a firm’s product or service. All of the sales promotion can reach a vast captive audience of all types with colorful and eye-catching.Chapter 6 Money and Banking1.I think plastic money is really money. Money is a key element in economic and business activities and has been the theme of many witty remarks. To us, money is nothing but the currency of a country. To economists, money is a subject for study and, for something to be money; it must at least have thefollowing characteristics: portability, divisibility, stability, durability and acceptability.First of all, money must be light in weight and easy to carry.Second, it must be easily divisible into smaller parts with a fixed value for each unit.Third, money must be stable in value, and this is best understood in times of inflation.Fourth, money must be able to stand the wear and tear of repeated transactions during its life in circulation.Last, for money of a country to function at all, it must be made legal tender for that country by its government and be acceptable to the public. As plastic money has all the characteristics of money, though it’s not made of paper, it still can be caller really money.2.Easy to carry and convenient.Credit card has "VISA" or "MasterCard" logo, in a foreign country can be directly brush calorie of consumption, and a cash or cash will first exchange; In addition, by credit card booking the ticket and hotel, telephone or Internet shopping and rent a car and so on is also very convenient, and might not have the cash benefits -- because credit card in addition to direct the brush has a "preliminary license" function; And there is no no change in embarrassment.Safe, Clean and healthy.As we all know that cash flow is bigger and bigger, coin of bacteria is one can imagine, but in addition to their credit card is a few cashier touched - even if the credit card dirty, still can clean disinfection.Facilitate financialCredit card bill in the future we will receive a paper or electronic mail forms of consumption detailed bill, from the bill, we can clear their own in last month's consumption and expenditure.3. Blind consumptionBrush card not like cash that a piece of a money flower out, a brush, nothing feeling, a few Numbers, lead to blind consumption, spend money like waterStolen brushCredit card basically the default password is free credit card consumption, it can easily be lost or stolen in when others stolen brush, cause needless trouble or loss; But in fact the credit card is also by the password can apply for credit card consumption - this is about to see how you manage your credit card.Easy to lose. It is just a small card, and sometimes even if you lost it, you still can’t find the fact after a long time.4. With an increases market share, Hongya cannot only squeeze out the rivals, but also consolidate its own position.1. After increasing modes of payment, the customers of Hongya increased rapidly. Nowadays, people prefer to carry credit cards instead of much money.Since Hongya started accepting different modes of payment, customers believe that their level is high and they attract more purchasers. Especially Hongya accepts buying on credit for the regular customers. So they gained more market share.2. Yes. The new modes of payment have potential risks. They sold commodities on credit. It is possible for them not to collect the account payable from their customers. Some customers may not pay back the money when they are not satisfied with the service or quality of goods. When customers make open account. Hongya should know about their credit and also make them do some promises.3. I do not think it will be widely adopted in China. First of all, there are some areas which is not developed enough to use credit. There is not enough equipment and some people even do not have all kinds of cards.Chapter 7 Financingmoney , Ralph can not buy a much needed pick-up and his financial plan was destroyed. He can not improve the store’s delivery as planed.the bank does not change its decision, Ralph can borrow from his friends or family members. He can also transfer his other expenditures. He can even buy the pock-up through a open account. Take his equipment as collateral to solve the problem.up his own manufacturing facilities is more advantages. Now that their business has enlarged and they also have enough capital to set up their ownmanufacturing factory. They can do it by themselves. It not only makes profits but also produce commodities that meet their demands. No other people know more their garments of their own brands than themselves.other investors’ funds as equity is more beneficial to Hongya. Hongya need not pay back the money and the investors also decrease the liabilities and risks of Hongya. If Hongya use bank loans as debts. It must pay back in the line of credit and also pay back the interests.are two types of loans; secures and unsecured. Hongya can put up collateral to make secures loan. We know that Hongya has had amount assets. Hongya can also make revolving credit agreements. Another option is short term fund raising. This type of loan is at a low interest rate.Chapter 8 Accounting1.I think clients should be punished if they make late payment. But I do not believe the seller can do in this way. First of all, he earns money from his clients. If clients are not satisfied with his behavior. They will choose other partners. For his own sake, he can not do that. If he really takes this measure, there may be more clients not make the payment.In order to make a win-win condition, he should not take this measure. It depends. Clients with long-term relationship should not be punished for late payment by carelessness for the sake of the continual business trade in the future. But clients who make late payments for many times should be punished according to what have been stipulated in the contracts.is a good way to encourage clients to make early payment. This can motivate clients to make payments as soon as possible, consequently, providesample space for the company’s future development with collected capital.can give some preferential policies to clients if they make early payment.For example, we can make a preferential price or give them commodities freeof charge as a reward to encourage early payment. To ensure an early payment,strict and clear stipulation in the contract, such as the maturity date of LC andclauses on claims for breach of contract, is essential. In addition, maintaininggood relationship with clients in daily life can also facilitate a prompt payment.4Hongya Balance sheetASSETS(RMB) LIABILITIES AND OWNER’S EQUITY(RMB)Current assets Current liabilitiesCash 1,100,000 Accts ¬es payable 1,115,000Acct ¬es receivable 830,000 Accrued wages 378,000Inventories 2,000,000 Income taxes due 1,387,710Total current assets 3,930,000 Total current liabilities 2,880,710Fixed assets Long-term Liabilities 1,000,000Furniture 6,420,000 Total long-term liabilities 1,000,000Less: Accumu. Depreciation 6,050,000 Total liabilities 3,880,710Facilities 6,050,000 Owner equity 11,709,280Less: Accumu. Depreciation (1,210,000) StockTotal fixed assets 10,618,000Other Assets Total liabilitiesSundry 1,042,000 and owner’s equity 15,590,000 Total other assets 1,042,000Total assets 15,590,000(1) Average inventory=Beginning inventory + Ending inventory／2=1,430,000 + 5,280,000／2=3355000(2)Inventory turnover= cost of goods sold／Average inventory=30,166,000／3,355,000=10 turnsCurrent ratio = current assets／current liabilities=3,930,000／2,880,710= Quick ratio= current assets-inventories／currentliabilities=3,930,000-2,000,000／2,880,710= timesR1=负债liabilities／资产assets=3,880,710／11,709,280=Gross profit margin= gross profits／net sales=15,686,000／45,852,300 =% Net profit margin=net income／net sales=6,775,290／45,852,300=%Return on owners’ investment=Net income／total owner’s equity=6,775,290／11,709,280=%In other words, it takes Hongya days (365/55) on average to collect its receivables.3. Judging from these figures, we may see that the inventory and accounts receivable turnovers are pretty high, indicating a good and smooth operation in the firm. Net profit margin is comparatively lower.Chapter 9 The Securities Market1.The appropriate investment goal for the six clients should bemaking certain amount profits with the least risk, for I can see from their cases that the original principal is of vital importance for their normal life, consequently, in my opinion, the optimal investment portfolio should be least risky.2.If I were Simon, the portfolio would be suggested asfollows,35-year-old divorced woman: Concerning the two teen sons who may need a lot of money in their growth, I suggest two types of securities in the portfolio—bonds and common stock with almost equal proportion.The couple: Bonds would be more appealing for they have fixed income and may not want to risk a lot, since this kind of investment provide very steady income and have the least risk.The 19-year-old university freshman: He has no other economical sources owing to the lack of parents and has to rely on this sum of moneyfor a long period until he graduates and finds a job to support himself. So I suggest bonds and preferred stock in his portfolio, for both of them are of highsafety and steady single woman: She has not got married yet and thus have too less worries than the other five people.Chapter 10 Risk Management and Insurance1.The major types of risk faced by Global Info are natural disasters, such asearthquake, typhoon and storms. Besides, fire, theft, explosion and other artificial disasters are also big risk.2. Insurance can be purchased to protect the company from damage or loss oftheir property. To be more specific, fire insurance cover losses suffered by fire and it can add a rider to the policy, extending the coverage for losses such as windstorms, explosion, riot and fire.3.It should have bought fire insurance and business interruption insurance.There may be a lot of electronic equipments in Global Info for online advice applications, thus it is susceptible to fire caused by such kind of facilities.The company should appropriate a certain portion of money to insure it against potential risks for the sake of avoidance of catastrophic losses.1.Risk means uncertainty about the future and is unavoidable to all businesses. The possibility of risk, how ever small it may seem, indeed exist and can’t be removed thoroughly. So from this sense we may see that the indispensability of insurance.However, due to the fact that the premium exceeded all the compensation and Hongya has always done a good job in disaster-prevention measures, the company can buy less insurance in the future, deducting unnecessaryinsurances and readjust the structure of insurance concerning the accidents in recent years, or it can buy more cost-saving insurance with its own reality considered.2. It can buy group life insurance, which covers all individuals in a business firm. In addition, it can also set up relative training sessions to the staff that will frequently go out on business, informing them of self-protective methods and strengthening their awareness of safety.Purchase general liability, which protects policyholders against financial risks involving personal, professional, product.。
工商导论
How does 营销differ from
市场 销售?
-- marketing starts from the customers, while selling starts from the products -- marketing involves a broader range of activities/functions than selling
the marketing concept 营销理念
-- the belief that a whole company must be coordinated to serve its present and potential customers and to do so at a profit
1. What is marketing?
Case study: General Motors’ Marketing Approach
1.
2.
Байду номын сангаас
Read the story of GM’s marketing efforts over time, and try to capture as many key concepts about marketing as you can. What do you think led to GM’s success in selling their cars before the 1980s, and why did their market share fall in recent decades?
5.1 Procedures of marketing research
Identifying customers’ existing needs for a particular product Searching for ways to make a product that better suits those unmet needs
工商导论
1- 7
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
工商导论（英译汉）
一：Debt or Equity Financing?Debt or equity financing?this is a question many firms have to answer during their financial planning . Debt financing means obligations to pay loan lenders or bond buyers a fixed amount of interest regardless of the firm’s financial conditions .if the firm fails to pay, it may lose its assets and even go bankrupt. So the safest strategy would be to avoid any debt . For most firms,however ,using equity as the only source of funds is either inadequate for its operations or too expensive. Therefore,an optimized mix of debt and equity financing should be found to meet the firm’s long-term financial needs and maximize shareholders’weath.Such a mix,also called capital structure ,varies form industry to industry and form firm to firm . For industries and firms which have predictable cash flows (e.g. utilities companies),the portion of debt-financing can be higher than those with different cash flow patterns.二：Marketing MixTo carry out the above functions,the marketers must develop a comprehensive plan or strategy covering the following major areas,i.e.,product ,price,promotion and place , usually summarized as “the 4 p’s” of marketing.Below is an overview of the 4p’s; detailed discussions will be given in the following chapters.1.product A product starts with consumer needs and must be different from rivalcommodities to stand competition;in other words,it must have special appeal for consumers in aspects like quality,utility or image.2.Price Most people ,rich or poor,are sensitive to price . in order to attract customers andbeat competition,firms try their best to lower the price.But too low a price will leave them with no profit and may violate laws . So firms should take costs, rivals’ prices and pricing regulations all into account when pricing their products.3.Promotion Promotion means making a product and its benefits known and stimulatingconsumer demand for it. Among the most often used promotional tools are advertising,packaging,salesbrochures,personalselling,etc.4.Place Firmsmust,through cost-effective channels of distribution and timelytransportation,make their goods services available where and when they are wanted.三：Who sets the Price?“of course the seller sets the price,”many consumers would answer with no hesitation . But in reality , many forces interact in price setting .First of all ,in a market economy,buyers play a greater role in price setting than most people believe. If the sellers are given the liberty of setting prices at their will , they will certainly charge the highest price possible , but that will scare away most ,if not all,of the buyers.As a result ,the sellers will have to cut the price to the point that it is high enough for them to make a profit butlow enough to attract a sufficient number of buyers . So,by buying or not buying a product the buyers can exercise great influence in the price setting process.Secondly, supply and demand also interact in price setting in a market economy. When the supply of a product exceeds the demand for it , the price will go down , and vice versa. According to the economic theory of supply and demand , price is set where supply meets demand ,and this price is referred to as the equilibrium price.四：First, commercial banks are required to store some of their funds (a reserve) either in their own vault or as deposit with their local Federal Reserve Banks. In order to control the money supply , the Fed can adjust reserve requirements for commercial banks. Higher reserve requirements for commercial banks . Higher reserve requirements mean that banks have less money to lend ,and reduce the expansion of money . Lower requirements , conversely, will result in an increased supply of money.The Fed also acts as the commercial bankers’bank . When commercial banks need money, they can borrow from the Federal Reserve Banks and pay interest on theloans . The rate of interest charged by the Fed is called discount rate. If the Fed wants to reduce the money supply , it increases the discount rate, making borrowing more expensive and bank loan-making less attractive. Low discount rates , on the other hand ,encourage borrowing and lending , resulting in expansion of the money supply. Changes in the discount rate cause more subtle shifts in the Fed uses this tool frequently . In the 1980s, for instance ,the Fed adjusted the the discount rates considerably.The third instrument the Fed can use to control the money supply is its open-market operations .When it wants to increase the money supply , the Fed buys securities from dealers. The dealers’ banks are credited for the transactions, so the banks have more money to lend and this expands the money supply .to decrease the supply of money , the Fed sells securities.Open-market operations are the most effective tools of control because they act quickly and predictably .五：Bonds provide very steady income and have the least risk .Therefore,they are more appealing to those with fixed income (e.g. the retired).Also attractive to income-minded investors are dividend-yielding stocks such as preferred stock and common stocks which regularly pay dividends . For investors who are still young and can wait for the long term mon stocks with good growth potential are of particular interest .In reality , many investors own bonds , dividend-yielding stocks ,blue chips as well as speculative issues . For example , they may invest most of their money in blue chips for long term growth , some in bonds or dividend-yielding stocks for regular income . and a small portion in speculative issues for quick money .。
工商导论
(5) A brand’s form of identification that is legally protected from use by other firms (6) Products bought frequently, demanded on short notice and often purchased by habit (7) Products for which strong brand loyalty exists in the consumer’s mind and the consumer will make a great effort to locate and purchase (8) A firm’s efforts to distinguish its products from competitors’ products in a manner that makes the product more desirable
3. Group project:
Step 1: Employ one or more approaches of marketing research to uncover campuswide brand awareness and brand loyalty of shampoos and bodywash products Step 2: Investigate the product differentiation methods used by the firms on question
4. Additional pricing decisions
• Special discounts 折扣: for kids, senior citizens, students, subscription of magazines • Periodic sales prices 季节性促销: Boxing Day • Credit terms 延期付款: vs. cash sales, may lead to bad debts or cash flow problems, credit cards issued by retailers
chapter 1 工商导论
Disadvantages
Unlimited liability Internal conflicts Problem of continuity
Corporation
At least three incoporators(stockholders or shareholders) needed to form a corporation. A corporation is a legal person.
General partnership 普通合伙企业 vs. limited partnership 有限合伙企业
General Partnership
A general partnership is “an association of two or more persons to carry on as co-owners of a business for profit.” all partners in a general partnership have unlimited liability, all the partners in a general partnership share control and participate equally in management of the business.
1. sole proprietorship (个人)独资企业 2. partnership 合伙企业 3. corporation 公司
Factors to be weighed in decision-making
ease of formation liability for business debts control over the operation management expertise available financial resources available taxation policies continuity legal capacity
(整理)商务英语工商导论专业单词表.
Fundamentals of businessUnit 1sole proprietorship 商个体，个体户partnership 商合伙，合伙公司corporation (股份有限)公司franchise 特许经营license/permit (营业)执照sole proprietor 个体业主shareholder 股东board director 董事会成员，董事unlimited liability 无限责任access获取方法，渠道assets 资产financing 筹集的资金，融资marketing 营销dissolution 解散law firm 法律事务所accounting firm 会计事务所real estate firm 房地产公司partner 合伙人general partner 普通合伙人limited partner (责任)有限合伙人supplier 供货商extend credit 提供信贷legal framework 法律框架go broke 破产internal conflict 内部纷争，冲突broth 肉汤incorporator 公司股东sales revenue 销售收入legal person 法人sue 起诉，控告bankrupt 破产bond 债权collateral 抵押物finance 为…提供资金expansion 扩张separated ownership and management 所有权与经营分离termination 终结resilient 有弹性的，可恢复的dividend 股息，分红income tax 所得税double taxation 双重征税corporate charter 公司执照industrial relations 劳资关系incur 引起，导致stockholder 股东executive 公司行政领导franchisor 授予特许者décor （店铺）装饰attire （员工）服装unit 2replica 复制品centralized 中央集权的chronic shortage 长期短缺product-oriented 产品导向的acquire 获得personal selling 当面推销publicity 媒体推介bulk buying 大宗购买discount price 打折销售uniform specification 统一规格marketing mix 营销组合promotion 促销utility 功能，便利channels of distribution 分销渠道，销售渠道market segmentation 市场细分zero in on…瞄准，集中精力于…demographic 人口统计的psychographic 消费心态学product-use variable 产品用途因素unit 3convenience goods 方便商品shopping goods （货比三家后再购买的）商品specialty goods 特种商品，特色商品feasibility 可行的marketability 可销售性pilot model 样品，样机prototype 样机commercialization 商业化product life cycle 产品生命周期pricing 定价profit-oriented objectives 利润导向型目标return on capital 资本（投资）回报率sales-oriented objective 销售额导向型目标be sold under cost 亏本销售，赔本买卖follow-the leader objective 跟进型目标equilibrium price 均衡点价格精品文档break-even 盈亏平衡点double-edge sword 双刃剑skimming strategy 撇脂战略penetration strategy 渗透战略loss leader pricing strategy （用少量低价商品）诱导战略odd pricing strategy 心理定价战略price lining strategy 分类定价战略unit 4wholesaler 批发商retailer 零售商discount store 折扣商店，平价商店turnover 周转率mail-order house 邮购公司vending machine 自动售货机virtual store 虚拟商店，网上商店agent 代理商broker 经纪人time utility 时间上的方便place utility 地点上的方便ownership utility 获得拥有权上的方便information utility 信息上的方便form utility 产品成型上的方便truck rates 卡车运费perishable 易腐烂的forklift 叉车conveyer belt 运输带crane 吊车unit 5promotion mix 促销组合product advertising 产品广告institutional advertising 厂商整体形象广告outdoor billboard 户外广告牌spot （播放）时段specialist magazine 专业杂志hypermedia （互联网上的）超媒体yellow pages 电话薄advertising agency 广告代理公司artwork 艺术设计commission 佣金prospect 物色（潜在顾客）qualify 确认approach 接触（顾客）make presentation 演示handle objections 处理（顾客）不同意见close 成交follow-up售后跟踪point-of-sale displays 销售点上的演示sweep stakes 摸奖，赌券coupon 打折券，优惠券premium 奖励券trade stamp 行业优惠券redeem 兑换，返还trade show 行业展览会sponsorship 赞助public relations 公共关系publicity 媒体推介word of mouth 口碑unit 6portability 可携带性divisibility 可分割性stability 稳定性durability 耐用性，耐磨损性acceptability 合法使用性denomination 面值paper note 纸币inflation 通货膨胀transaction 交易circulation 流通legal tender 法定货币medium of exchange 交换媒体store of value 价值存储unit of account 计算单位，会计单位demand deposit 活期存款interest-bearing 产生利息的checking account 支票帐户withdrawal 取款minimum balance 最少余额credit union 信用社serial number 序列号liquidity变现性，流动性portfolio 投资组合securities 有价证券savings account 存款帐户currency exchange 货币兑换letters of credit 信用证banker＇s acceptance 银行承兑draft 汇票access card 自动柜员机卡精品文档credit card 信用卡debit card 借记卡financial counseling 理财咨询home mortgage 住房抵押mutual savings bank 互助储蓄银行depositor 存款人pension fund 养老基金premium 保险费unchecked 不受控制的sustainable 可持续的Federal Reserve 美国联邦储备局Fed 美联储discount rate 贴现率open-market operation 公开市场运作vault 金库dealer （有价证券）券商unit 7trade credit 行业信用commercial paper 短期融资券factor （对应收帐等的）贴现account receivable 应收账款account payable 应付账款open account 开立账户，赊账帐户promissory note 本票draft 汇票obligation 义务，债务line of credit 信用额度secured/ unsecured 有/无担保的collateral 抵押物inventory 库存compensating balance 补偿余额revolving credit 循环信用the going interest rate 市场利率face value 面值factor 贴现商debt capital 债务资本corporate bond 公司债券equity capital 权益资本retained earnings 留用利润dividend 股息depreciation 折旧stock 一个公司的股票总称IOU 借据equity financing 股权融资share 股票其中的一张debt financing 借款融资capital structure 资本结构cash flow 现金流utilities companies 水，电等公用事业公司maturity date 到期日principal 本金redemption premium 赎金preferred stock 优先股callable 可召回的common stock 普通股creditor 债权人liquidation 清算unit 8managerial accounting 管理会计financial accounting 财务会计financial statement 财务报表balance sheet 资产负债表owner＇s equity 所有者权益patent 专利copyright 版权current assets 流动资产fixed assets 固定资产intangible assets 无形资产liabilities 负债current liabilities 流动负债long-term liabilities 长期负债current ratio 流动比率quick ratio （acid test ratio）速动比率rental revenue 租赁收入gross profit margin 毛利润率net profit margin 净利润率inventory turnover 库存周转率average inventory 平均库存account receivable turnover 应收账款周转率return on owner＇s investment 投资回报率unit 9securities market 证券市场underwrite 承销broker 经纪人stock exchange 股票交易所stock brokerage 股票经销商（公司）bull 预计股价会涨者，买多者bear 预计股票会跌者，卖空者speculator 投机者精品文档forfeit 放弃growth stocks 绩优股blue chip 蓝筹股，绩优股speculative issues 收益与风险俱大的股票unit 10risk management 风险管理works-in-process 半成品probability 概率pirating 海盗活动the Strait of Malacca马六甲海峡hedging 套期保值feed 饲料risk-sharing mechanism风险分担机制premium 保险费insurance policy 保险合同insurable interest 可保利益indemnity 补偿subrogation 代位proximate cause 近因insured 保户dependent 抚养人utmost good faith 最大诚信compensation 赔偿contribution 全部赔偿不能超过应得补偿insurable risk 可保风险underwrite 承保policyholder 保户property insurance 财产险marine insurance 海险adversity 灾祸aviation insurance 航空险liability insurance 责任险premises 单位，私家所属的场所worker＇s compensation 工伤赔偿split-liability 责任分担vandalism 打砸等破坏行为no-fault auto insurance 无过错汽车保险reimburse 报销surgical expenses 手术费用hospital expenses 住院费用cafeteria plan 自选组合term life insurance 简单寿险limited payment life insurance 定期寿险endowment life insurance 增值寿险straight life insurance 完全寿险group life insurance 集团寿险key person insurance 关键人物险credit life insurance 信用寿险fidelity bond 忠实险surety bond 履行义务险unit 11common law 普通法，习惯法，判例法statutory law 制定法，成文法regulatory law 行政法规jurisdiction 管辖，权限lawful purpose 合法目的competency of parties 合同各方具备能力voluntary agreement 自愿缔约meeting of the minds 合意coercion 胁迫fraudulent manipulation 欺诈操纵consideration 对价proper form 有效形式breach of contract 违约enforceable 可实施的，可执行的tort law 侵权法negligence 疏忽surgical forceps 手术用镊子title to property 财产所有权trial 试用cash on delivery 货到付款，交货付现free on board 离岸价格unauthorized 未经授权的royalty 版税，专利使用费license 允许使用（专利）warranty 担保merchantability 可用性refund 退款negotiable instrument 票据certificate of deposit 存款单maker （本票，支票）出票人drawer （汇票）出票人endorsement 背书blank endorsement 普通背书restrictive endorsement （指定收票人的）特种背书qualified endorsement 限定性背书without recourse 不可追索agency law 代理法principal 委托人，授权人精品文档agent 代理人power of attorney 委任书，授权书equitable 公平的terms of reference 授权范围overbill 开出超过合理数额的账单bankruptcy law 破产法petition for bankruptcy 破产申请referee 调解人trustee 托管人proceeds 收益extension agreement 延展协议reorganization 重组unit 13planning 规划means and ends 手段和目的organizing 组织chain of command 指挥链，指令链leading 领导motivate 激励，激发autonomy 自主权rewards 回报，奖励controlling 调控deviation 偏离，背离corrective measure 矫正措施chief executive officer 首席执行官function/division manager 部门经理operating manager 操作层经理human skills 人际关系技能conceptual skills 概括技能technical skills 操作技能recruit 招聘，招募political tint 政治色彩bottom-line manager 一线经理，基层经理proven track record 被实践证明的业绩记录headhunter 猎头公司job specialization 工作专门化departmentalization 部门化unity of command 统一指挥line authority 直线职权staff authority 职能（部门的）职权line-and-staff organization 直线――职能混合型组织responsibility 责任delegation分权，授权span of management 管理跨度，管理幅度hierarchical levels 管理层次，组织结构层次functional organization 按功能划分部门的组织divisional organization 按事业部划分的组织division manager 部门经理，事业部经理generalist 经验全面的人才，通才matrix organization 矩阵型组织standing committee 常设委员会ad hoc committee 特别委员会grapevine 非正式沟通的途径。
工商导论(英译汉)
一：Debt or Equity Financing?Debt or equity financing?this is a question many firms have to answer during their financial planning . Debt financing means obligations to pay loan lenders or bond buyers a fixed amount of interest regardless of the firm’s financial conditions .if the firm fails to pay, it may lose its assets and even go bankrupt. So the safest strategy would be to avoid any debt . For most firms,however ,using equity as the only source of funds is either inadequate for its operations or too expensive. Therefore,an optimized mix of debt and equity financing should be found to meet the firm’s long-term financial needs and maximize shareholders’weath.Such a mix,also called capital structure ,varies form industry to industry and form firm to firm . For industries and firms which have predictable cash flows (e.g. utilities companies),the portion of debt-financing can be higher than those with different cash flow patterns.二：Marketing MixTo carry out the above functions,the marketers must develop a comprehensive plan or strategy covering the following major areas,i.e.,product ,price,promotion and place , usually summarized as “the 4 p’s” of marketing.Below is an overview of the 4p’s; detailed discussions will be given in the following chapters.1.product A product starts with consumer needs and must be different from rivalcommodities to stand competition;in other words,it must have special appeal for consumers in aspects like quality,utility or image.2.Price Most people ,rich or poor,are sensitive to price . in order to attract customers andbeat competition,firms try their best to lower the price.But too low a price will leave them with no profit and may violate laws . So firms should take costs, rivals’ prices and pricing regulations all into account when pricing their products.3.Promotion Promotion means making a product and its benefits known and stimulatingconsumer demand for it. Among the most often used promotional tools are advertising,packaging,salesbrochures,personalselling,etc.4.Place Firmsmust,through cost-effective channels of distribution and timelytransportation,make their goods services available where and when they are wanted.三：Who sets the Price?“of course the seller sets the price,”many consumers would answer with no hesitation . But in reality , many forces interact in price setting .First of all ,in a market economy,buyers play a greater role in price setting than most people believe. If the sellers are given the liberty of setting prices at their will , they will certainly charge the highest price possible , but that will scare away most ,if not all,of the buyers.As a result ,the sellers will have to cut the price to the point that it is high enough for them to make a profit butlow enough to attract a sufficient number of buyers . So,by buying or not buying a product the buyers can exercise great influence in the price setting process.Secondly, supply and demand also interact in price setting in a market economy. When the supply of a product exceeds the demand for it , the price will go down , and vice versa. According to the economic theory of supply and demand , price is set where supply meets demand ,and this price is referred to as the equilibrium price.四：First, commercial banks are required to store some of their funds (a reserve) either in their own vault or as deposit with their local Federal Reserve Banks. In order to control the money supply , the Fed can adjust reserve requirements for commercial banks. Higher reserve requirements for commercial banks . Higher reserve requirements mean that banks have less money to lend ,and reduce the expansion of money . Lower requirements , conversely, will result in an increased supply of money.The Fed also acts as the commercial bankers’bank . When commercial banks need money, they can borrow from the Federal Reserve Banks and pay interest on theloans . The rate of interest charged by the Fed is called discount rate. If the Fed wants to reduce the money supply , it increases the discount rate, making borrowing more expensive and bank loan-making less attractive. Low discount rates , on the other hand ,encourage borrowing and lending , resulting in expansion of the money supply. Changes in the discount rate cause more subtle shifts in the Fed uses this tool frequently . In the 1980s, for instance ,the Fed adjusted the the discount rates considerably.The third instrument the Fed can use to control the money supply is its open-market operations .When it wants to increase the money supply , the Fed buys securities from dealers. The dealers’ banks are credited for the transactions, so the banks have more money to lend and this expands the money supply .to decrease the supply of money , the Fed sells securities.Open-market operations are the most effective tools of control because they act quickly and predictably .五：Bonds provide very steady income and have the least risk .Therefore,they are more appealing to those with fixed income (e.g. the retired).Also attractive to income-minded investors are dividend-yielding stocks such as preferred stock and common stocks which regularly pay dividends . For investors who are still young and can wait for the long term mon stocks with good growth potential are of particular interest .In reality , many investors own bonds , dividend-yielding stocks ,blue chips as well as speculative issues . For example , they may invest most of their money in blue chips for long term growth , some in bonds or dividend-yielding stocks for regular income . and a small portion in speculative issues for quick money .。
工商导论
Chapter 2 Marketing: an overviewMarket:public place for trade 市场Marketing:theory and practice of selling 营销price价格pricing定价promotion促销compact:closely packed together密集的、紧密的compact disc光盘compact replica翻版developed countries 发达国家economic reform经济改革unheard of a.unprecedented 空前的、前所未闻的highly centralized government高度中央集权的政府suffer from 受…损害，受…损失His health suffered from overwork.This area suffered from drought.She is suffering from loss of memory.Chronic: long lasting and severeA chronic shortage of products 长期严重物资短缺Consumer products: goods for consumers, not for producing other goods 消费品Margin 差额、幅度Turn out : produce 生产、制造The demand exceeded the supply需求超过供给Production era 以产品为导向This production era came to an end when the country reaped the first fruits of the economic reform in the mid-1980s.八十年代中期人们收获了经济改革以来的第一批成果，这时以产品为导向的时代才算结束了。
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
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.。
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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。
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。
合伙企业相信“三个臭皮匠，顶个诸葛亮”的人们通常会选择合伙企业，而不是靠自己独立创建企业。
按照美国《统一合伙法案》的定义，合伙企业是“由两个或两个以上的人以营利为目的，并以共同所有人的身份经营一项商业联盟”。
虽然合伙企业可以建立在口头协议上，但大多数的合伙企业都有书面合同，规定了各个合伙人的职责，分配利润和分担损失的方法，以及解散企业时，资产的分配和负债的承担。
合伙企业常见于律师事务所，会计事务所和牙科诊所等提供专门领域的专业服务的行业。
保险公司（如伦敦的劳合社），广告公司，房地产公司和管理咨询公司也是合伙企业常见的例子。
虽然这些都叫合伙人，但有的合伙企业成员在公司管理上都积极参与，也由此承担了无限的责任；而有的成员选择远离管理任务，只承担有限的责任。
前者被称作普通合伙人，而后者称作有限合伙人。
在每个合伙企业里都至少有一个普通合伙人。
优势开办合伙企业有以下几大优势：1. 更方便得到资金和信贷与个体企业相比，合伙企业有更好的资金和信贷来源。
首先，合伙人可提供更多的资金，而且从朋友和投资者那里也可以筹集更多的资助。
其次，借贷人更有可能延长信用期限。
因为大多数合伙企业普通合伙人不止一人，这就意味着，有更多的人对债务承担个人责任。
2. 优质管理的可能性大大增加合伙人为合伙企业带来了各式各样的才能和专业技能，由此可以在坚实的基础上，做出更好的决策来管理公司3. 明确的法律框架在过去的几个世纪里，合伙企业已建立了明确的法律框架。
因此，与其他企业形式的法律问题相比，合伙企业的法律问题解决起来要简单得多。
4.更好的发展前景有了充足的资金，优质的管理和明确的法律框架，合伙企业更有希望在挫折中生存下来，因此，这一形式拥有广阔的发展前景。
劣势合伙企业的主要劣势如下：1. 无限责任和个体所有者一样，普通合伙人对合伙企业欠下的任何债务承担个人责任。
如果合伙关系破裂，将会损失自己的个人财产。
2. 内部矛盾众人的智慧通常被认为比只有一个人强，但在现实中，这种看法并不总是对的。
如云“厨子多了反坏了浓汤”。
合伙人会产生意见分歧或者遭到严重的利益冲突。
这确实会损害企业的运营和利益。
3. 持续性问题合伙企业容易建立，却难以维持。
如果其中一个合伙人死亡、退休或者想撤回资金，合伙企业就面临解散的可能，除非剩下的合伙人有能力并愿意买下离去合伙人的股份。
他们也可以寻找新的合伙人，但这会很困难，因为新的合伙人要被所有其他的合伙人所接收。
大型股份制公司合伙企业筹集的资金要比个体所有者的多。
但如果你的企业持续扩大，需要巨额数目的资金，你就要选择其他的形式了。
另外，如果你继续做一个普通合伙人，无限责任就会时常让你心生不安。
如果面临这样的困境，建立公司就是解决的办法。
成立一个公司，至少需要三个法人创立者，也叫股东或持股人，因为他们持有股份，股份代表公司的所有权。
股东是公司的所有者，有选择董事会的权利。
然后再由董事会选出主席，主席负责选出公司的其他高级主管。
包括主席在内的所有的管理人员，都对董事会负有责任以进行公司的日常管理。
公司虽然在数量上只占所有商业形式的很小份额，但却是现代经济的支柱。
在美国，大型公司只占有整个商业的20%，却实现着全部销售额的90%，并为近70%的美国人提供就业机会。
公司是一个法人，这就意味着在法律上应按照独立的个体来对待。
它可以接受财产、拥有财产和转移财产，签订合约，并有起诉和被起诉的权利。
优势比起个体经营者和合伙企业，公司有很多方面的优势。
1. 有限责任公司的所有者，比如股东，不对公司的损失承担个人责任。
如果公司破产，它的债权人可以拿走公司的所有资产，但不是所有者的个人财产。
2. 易于发展壮大公司可以向公众发行债券或股票来筹集大量的资金。
此外，公司还可以用其相对庞大的资产作为抵押，向银行或其他金融机构获得大额贷款。
所以，对于公司来说拓展融资会更容易一些。
3. 所有权与经营权分离在大中型公司里，股东不过问日常管理，而是分派给公司的经理们负责。
他们都是有着营销、生产、会计、法律等专业技能的职业经理人。
这样一来，管理层作为一个整体就更富有效率。
4. 持续的生命力对个体经营或合伙企业来说，所有者的死亡、一个或几个合伙人的撤资都意味着该企业的终结。
企业的生命力则更有弹性，因为它的所有权以股票形式存在，是可以分割、可以转让的。
只要公司有利可图，股票的转手不会对公司的生命力产生影响。
劣势凡事俱有好坏两面，公司亦如此。
公司形式的主要不利之处有如下几方面：1. 双重税收在美国，超过三十五个股东的公司要按照所得利润交纳联邦税和州税，所交税款比个体经营和合伙企业的都多。
此外，股东如从公司得到的红利，还要交纳个人所得税。
这就叫双重税收。
2. 高组织成本每个公司需交一定费用才能从政府那里拿到执照（在美国叫公司执照），而且每年都需交费续办。
在美国，政府对公司制定的规章要求比对个体者和合伙企业更繁杂、更严格。
这些都导致了高昂的组织成本。
比如，如果公司出售股票，需要遵守专门的法律条文。
另外，公司要有营业的记录。
政府有权监察公司是否遵守了与环境、消费者保护、劳资关系有关的法律，那样一来又会产生额外的成本。
3. 缺少秘密和个体经营者和合伙企业不同，每个公司必须向它的股东发布每年度的财务状况报告。
如果股东提出要求，公司就得对重要的事件发布声明，如经理人的工资，新产品的开发计划，增开新的工厂或者关闭现有的工厂等等。
这样，对公司的战略计划和财务状况保守秘密是不可能的。
公司和有限责任公司（LLC）S 公司与传统意义上的公司在有限责任义务上相似，但前者按合伙经营的方式付税而后者的纯利润直接由所有人/股东分得。
S 公司的最不利因素是对股东的人数（35人）和对股东的类型（个体、有房产、有信托）有所限制。
有限责任公司（LLC）同样也享受责任有限的权利，并按合伙经营的方式付税。
但与S 公司相比，有限责任公司（LLC）对公司股东的要求限制更少、更灵活、并易于经营，也不需要股东召开股东大会、记录会议或做决议，而所有的这些义务都是以公司形式(Corporation)的经营中必须执行的。
因此，(LLC) 被看成是集公司、合伙经营和个体经营优势为一体的混合体，这一形式在职业律师、职业医生和职业工程师中广泛迅速地得到发展。
特许经营：一种特殊经营形式特许经营是一种许可协议，在协议下特许经营授权商给予特许经营加盟商销售或使用前者的产品、服务或方法的权利，而从加盟商那里得到特许权使用费。
加盟商也可以在融资、选择经营地点、组织、培训、采购、广告和其他的管理活动上给予帮助。
优势许多特许加盟商认为他们兼有个体经营和公司经营的最佳特点。
举例来说，如果一个人成为麦当劳的特许加盟商，他会获得顾客的即刻认可，还可以享受象个体经营者一样的自主性。
他可以从特许经营权拥有者那里得到培训和指导。
作为一个盛名远扬的组织的特许加盟商，当他向银行借贷的时候遇到的困难也要比小企业的个体经营者少。
劣势但是作为特许加盟商也有很多不利之处。
第一，特许经营协议可以减少风险，但不能保证成功。
特许使用费也许过高，以至于特许加盟商发现无利可图，甚至亏损。
第二，为了保障成功，特许加盟商不得不牺牲部分独立性。
特许经营权所有者在业务运作的多数细节上都要遵从指示，比如装修、标识类型、甚至雇员的服装和发型。
第二章营销概论营销为我们提供了许多益处。
作为消费者，我们得到生产者更广泛的关注，我们的需求得到了满足。
由于有了营销，我们有可能在方便的时间和方便的地点买到自己需要的商品。
购买之后我们能得到更好的服务，这一点在高科技时代的今天变得越来越重要。
营销的起源中国经理人在过去二十年的经历是发达国家二十世纪头二十年的翻版。
七十年代末，经济改革之前，在中国听不到“营销”这个词。
那时，同其他处于高度中央集权的政府管制下的国家一样，中国长时期地面临着物质短缺，尤其是消费品短缺。
需求大大超过供给，以至于无论工厂生产什么，人们就购买什么。