工商导论第一章

第一章导论工商

? 正式的有意形成的职务结构或职位结构。
? 巴纳德（C . I . Barnard）
? 有意识地加以协调的两个或两个以上的人的活动或力量的协作系统。
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? 组织的概念：
? 三层含义： ① 组织是人组成的集合 ② 组织是适应目标的需要 ③ 组织是通过专业分工协调来实现目标
前言
? 组织是一个整体；管理面临的是系统！！ ? 对组织有整体的认识，明确个人、群体与组织的
关系。 ? 加深对他人和自己的了解，有助于自我成长及更
好地处理人际关系。
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第一章组织行为学概述
? 学习目标
? 首先要知道组织与组织行为的概念以及两者之间的关联，对于这两者有个基本的了解，然后要明白组织行为学的发展阶段，要知道组织行为学的产生和发展以及对于各个学派的了解，最后对于组织行为学研究分类和研究方法必须要清楚，从而对于组织行为学有个轮廓。
? 在组织行为学中要研究的组织主要是指一个集若干人一起的，以相同目的为牵引的，通过内部一系列分工协调的一个集体。
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组织
? 詹姆斯 . 穆尼（James D . Mooney）
? “组织是某一种人群联合为了达到某种共同目标的形式。
? 哈罗德 . 孔茨(Harold Koontz)
? 组织的活动也会影响环境的改变
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一、组织
? （一）组织的定义 ? （二）组织和环境 ? （三）组织的演变 ? （四）组织和管理
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3、组织的演变
① 相对静止的动态的组合活动过程中有效的、合理的配合关系相对固定下来，形成各种规章制度和责、权、利相结合的组织机构模式。

工商管理导论教案

工商管理导论主要讲授内容(1-3章)[导入案例]我们迷茫、我们惆怅/我们骄傲、我们惆怅、、、、、。

我们是谁？我们从哪儿来？我们向何处去？我们迷茫而惆怅？吴晓波：我仿佛真的听到，有一群熟悉的陌生人正站在门外。

他们已经被这个无比热爱过的国家遗忘。

此刻，它们穿越百年风尘，身着青衫，面无表情，正砸响门环。

寻找“失落的工商业文明”，“寻找一个‘下落不明的阶层”。

为了我们自己，为了新的工业文明恩泽大地。

我们何以骄傲？2012年奥运时间下的伦敦，一封由英国首相卡梅伦发出的邀请信，为这座城市迎来了一批来自中国的客人。

这个20多人的访问团包括王石、余敏洪、马蔚华、朱新礼、牛根生等知名人士。

团长是联想集团创始人柳传志。

在接待的英国人眼中，他们既是来自中国的民营企业家，也是中国4%-5%的QDP.访英的8天里，行程的第一站，成员站在豪华轿车品牌劳斯莱斯总部的车间里，一位白发苍苍的员工向大家抛出提个问题。

他指着生产线上的一辆黑色的轿车发问：“你们猜，这辆车的订制客户来自哪个国家？”“中国”一位企业家脱口而出。

如同劳斯莱斯一样，伦敦的街头随处可见中国文化的痕迹。

马路上公交车印有中国牛奶的告、、、、、。

一位导游说，他常常看到中国人拎着大包小包出入奢品商店，“他们真的都这么富有吗？”我们何以惆怅？1、我们应该如何认识“文革”问题？2、企业家对所处中国环境的隐忧。

3、工业革命为什么没有发生在中国？我们是人类文明摇篮中走来的一群追梦者，我们为创造新的人类工商业文明而生，当然是为她而来、为她的繁荣而学习！践行！我们应如何践行自己的梦想？第一章绪论[主要讲授内容]一、工商管理探求、研究的对象二、工商管理导论学习的主要内容三、工商管理导论的主要学习方法四、工商管理导论课程学习成绩评定标准五、工商管理导论课程学习的要求一、工商管理探求、研究的对象1.基本概念工商管理:工商管理这门学科是研究赢利性组织经营活动规律以及企业管理的理论、方法与技术的学科。

chapter1 setting up a business

第一章教学单元教案设计第一章教学单元讲稿Fundamentals of Business 工商导论一，本课内容：Chapter 1 Setting up a Business课程名称：工商导论二，分析思路：1) Part One 引入Warm-up DiscussionDo you know these companies?2) Part Two 要点解析Company types:1, Sole Proprietorship2, Partnership3, Limited Liability company4, joint-stock enterprise5, Mergers & Acquisitions6, Franchise3)Part Three 师生互动1, Can you name some business giants in the Automobile Industry, Electrical Appliance, IT Industry, Mobil phone?2, which form of business ownership do you want to choose if you want to start your business upon graduation?4)Part Four 课程小结三，课程导入：Warm-up DiscussionDo you know these companies?四，教授内容一)Sole Proprietorship (个体企业)1.definitionAn organization that is owned, and usually managed, by a person or family is called sole proprietorship. It is the oldest, most common, and simplest form of business organization.Eg: neighborhood news-stand, barber house2.Sole Proprietorship - Key Attributes●Creation (minimum requirements) - No Formalities for creating a sole proprietorship.●Profits / Losses / Distributions - Owner may use all profits and losses for business.●Liability - Owner faces unlimited personal liability.●Capital / Financing - All capital obtained from owner or through loans based onowner's creditworthiness.●Management and Control - Owner manages and controls the company.●Reporting Requirements - None.3.Advantages and disadvantagesAdvantages: Can make decisions quicklyKeeps all the rewardsEasy to set upPrivacy of business affairsDisadvantages: Limited sources of financeUnlimited liability, i.e. can lose personal assetsLimited managerial skillsNo one to share workload and ideas二)Partnership (合伙制)1.DefinitionA partnership is the relationship existing between two or more persons who join to carryon a trade or business. Each person contributes money, property, labor or skill, and expects to share in the profits and losses of the business.E.g. "Big Four" accountancy firms (“四大”会计师事务所)PriceWaterhouse Coopers 普华永道会计师事务所KPMG（毕马威）是世界上最大的专业服务机构之一。

工商导论翻译1-13解析

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

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

个体经营个体经营指由一个人拥有并控制管理的商业形式。

在美国，个体经营占有整个商业的四分之三。

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

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

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

近年来在中国，创办个体企业的手续已大大简化了。

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

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

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

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

如果你是一名公司经理，你就很难保守自己的商业战略秘密。

但如果你是个体经营者，你就不必对股东或董事们汇报。

没有人会知道你的企业运作或财政上的信息，除非你急不可耐地想要引人关注。

4. 税收负担较少与其他商业形式相比，个体经营者在纳税方面最为幸运。

在美国，个体经营者的税率往往只有公司税率的一半。

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

这也是为什么很多人都选择自己做老板的原因。

个体经营者则不同。

如果努力工作，赚了一笔钱，那么就可以完全独享所有的利润，不用和他人分享。

这或许也是作个体经营者最有吸引力的地方了。

工商导论第二版Cloze翻译详解

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

它的优点包括所有者可以保留所有的利润，在商业运作中有自由，并保密。

如果企业成功，所有者还可以获得个人满足感。

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

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

与独资企业相比，合伙企业更容易获得资金和信贷。

他们也可以提高，因为他们的合伙人通常有不同的和互补的经验和教育背景。

主要的缺点是普通合伙人对公司的所有义务负责。

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

通过发行股票，他们筹集资金的能力大大增强。

但是，公司也有问题，主要是重税，缺乏商业秘密和严格的政府监管。

第二章营销概论营销的过程从创造产品和服务来满足顾客需要开始。

除了产品本身，营销组合包括定价、购买和推广策略。

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

企业认识到他们的市场营销可以更有针对性。

市场可以根据地理、人口、心理或产品使用变量进行细分。

市场研究可以通过研究消费者的购买行为和态度来帮助确定目标市场。

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

许多个人和心理的考虑，加上许多社会和文化的影响，决定了消费者的行为。

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

购后评价对营销人员也很重要，因为它们会影响未来的购买模式。

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

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

工商导论(教材、考试、学习)

参考答案：ABCE 解析：D错误，考察绩效考核的导致误差的原因
案例分析题
�（共20题，每题2分。由单选和多选组成。错选，本题不得分；少选，所选的每个选项
得0.5分）
�共2种类型的题目：数字型和文字型
�中级工商的案例分析题考点比较固定，一般分布在第一章、第四章、第五章、第七章和第八章。
1．选项为数字型的多为单选题
22
21
24
（案例题）
第8章企业投融资决策及重组（案例题）
21
22
24
第二部分中级工商考试特点
考试时间
考试时间
考试科目
2013年11月2日 9:00——11:30 《专业知识与实务》
2013年11月2日 14:00——16:30
《经济基础知识》
考试题型、题量
题型
题量分值
单选题多选题
60题
2012年真题【单选】.根据我国公司法，有限责任公司监事会的监事任期为每届( )。 A.一年 B．两年 C．三年 D．五年答案：C 解析：每届任期3年
2．纯概念式单选题
�（1）特点：直接以考察记忆定义为主，每年的题量为30个左右，考点分布在每一章。 �（2）应对方法：记忆概念的关键词。 �（3）若确实忘记，静心分析，根据日常生活知识选择。
2011年、2012年真题【多选】关于技术创新的说法，正确的有( )。
A．技术创新是一种经济行为 B．技术创新是一种纯技术行为 C．技术创新的核心是企业家 D．技术创新是一项低风险活动 E．技术创新具有外部性参考答案：ACE 解析：考察技术创新的特点，B错误，是一种经济行为；D 错误，是一项高风险的活动。
2. 新考点式多选题

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》（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Chapter1课件

1-4 Forms of Business Organizations
Business can be organized as three types:
• Sole Proprietorship • Partnership • Corporation
Business Organization Differs in terms of :
1- 6
Sole Proprietorship
Advantages
Ease of Organization
- simple to establish (a small fee, a few minutes and procedure)
- freer in decision making (compared with other business organizations, more freedom on management and operation)
1- 3
Types of business forms
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Copyright © 2003CboypyTrhieghMt c©G2ra0w07-HbyillXCiaoomppinagniZesh,aInngc. All rights reserved
- easy to keep operational and financial secrecy (not necessarily report to shareholders or board)
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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 .。

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

工商导论

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

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

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

（2）商务活动的过程及结果影响市场及客观环境。

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

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

2)基本活动的特点：1、活动方式、方法受环境变化的影响大。

2、交易双方利益对立。

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

2、基本内容是业务洽谈、合同签订和履行。

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

2、是领导者“概念性技能”的体现。

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

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

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

工商导论(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 .。

工商导论复习目录

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

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

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

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

工商导论

黑龙江省高等教育自学考试商务英语(050218)专业（独立本科段）工商导论考试大纲(课程代码7971)黑龙江省高等教育自学考试委员会办公室二○○九年十月目录编写前言编写说明一、课程性质和学习目的1、本课程的性质2、本课程设置的目的3、总体课程教学要求4、本课程与其它专业课程的关系5、学时安排二、自学考试大纲有关说明和实施要求1、考纲与教材关系2、考核目标3、命题原则4、学习要求5、自学教材6、自学方法7、社会助学8、本课程训练内容及方法三、课程内容和考核目标第一章企业的建立第二章市场营销概述第三章产品与定价第四章分销渠道第五章促销第六章货币与银行业务第七章融资第八章财会第九章证券市场第十章风险管理与保险第十一章商法第十二章国际贸易第十三章企业管理第十四章人力资源管理第十五章激励与领导第十六章信息管理第十七章环境与责任第十八章职业编写前言为了适应社会主义现代化建设事业对培养人才的需要，我国在20世纪80年代初建立了高等教育自学考试制度，经过近20年的发展，高等教育自学考试已成为我国高等教育基本制度之一。

高等教育自学考试是个人自学，社会助学和国家考试相结合的一种新的高等教育形式，是我国高等教育体系的一个组成部分。

实行高等教育自学考试制度，是落实宪法规定的“鼓励自学成材”的重要措施，是提高中华民族思想道德和科学文化素质的需要，也是造就和提拔人才的一种途径。

应考者通过规定的考试课程并经思想品德鉴定达到毕业要求的，可以获得毕业证书，国家承认学历并按照规定享有与普通高等学校毕业生同等的有关待遇。

为科学、合理地制定高等教育自学考试标准，提高教育质量，全国高等教育自学考试指导委员会（以下简称全国考委）组织各方面专家对高等教育自学考试专业设置进行了调整，统一了专业设置标准，全国考委陆续制定了几十个专业考试计划。

在此基础上，各专业委员会按照专业考试计划的要求，从造就和选拔人才的需要出发，编写了相应专业的课程自学考试大纲，进一步规定了课程学习和考试的内容与范围，有利于社会助学，使自学要求明确，考试标准规范化、具体化。