工商导论(教材、考试、学习)

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工商导论知识点总结

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

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

商业活动包括了商品的生产、分配、流通、交换和消费。

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

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

2.商业的种类商业的种类包括了零售业、批发业、服务业、流通业等。

零售业是指商品直接销售给最终消费者的活动。

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

服务业是指满足人们日常生活和生产需要的商品和服务的生产者和销售者。

流通业是指商品从生产者处到最终消费者手中的分配过程。

3.商业活动的特点商业活动具有生产性、流通性、聚集性和风险性等特点。

生产性是指商业活动是商品生产和消费之间的桥梁，促进了商品的生产和交易。

流通性是指商业活动有利于商品的分配和交换。

聚集性是指商业活动促进了商业企业和商业中心的形成和发展。

风险性是指商业活动存在着市场波动、价格波动、供应波动等风险。

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

工商企业具有以下特点：盈利性、独立法人资格和自主经营管理权。

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

工业企业是指生产商品的经济组织，主要包括了制造业企业和采矿业企业。

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

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

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

2018年10月福建省自考07971工商导论试题及答案含评分标准

2018年4月高等教育自学考试福建省统一命题考试工商导论试卷(课程代码07971)本试卷满分100分，考试时间l50分钟。

考生答题注意事项：1．本卷所有试题必须在答题卡上作答。

答在试卷上无效，试卷空白处和背面均可作草稿纸。

2．第一部分为选择题。

必须对应试卷上的题号使用2B铅笔将“答题卡”的相应代码涂黑。

3．第二部分为非选择题。

必须注明大、小题号，使用0．5毫米黑色字迹签字笔作答。

4．合理安排答题空间，超出答题区域无效。

第一部分选择题一、单项选择题(本大题共20小题，每小题l分，共20分)在每小题列出的四个备选项中只有一个是最符合题目要求的，请将其选出并将“答题卡”的相应代码涂黑。

未涂、错涂或多涂均无分。

1．树立企业形象是企业商务活动中的A．策划活动 B．基本活动 C．促销活动 D．公共关系活动2．商务的本质特性之一是A．公益性 B．单一性 C．无序性 D．逐利性3．商务管理内容中，企业与下列哪个选项的关系协调与处理的管理是非交易性的管理?A．客户 B．供应商 C．社会公共组织 D.中介经济组织4．企业在长期现实的竞争中，为保证持久的盈利所选择的由特定相关要素形成的某种能够稳定而又能重复使用的结构称为A．商务管理模式 B．企业发展战略 C．营销战略 D．生产模式5．企业最高层次的素质是A．人员素质 B．管理素质 C．技术素质 D.资源禀赋素质6．社会经济结构是宏观商务活动环境中的哪一类环境要素?A．政治 B．法律 C．经济 D．技术7．下列哪项不属于物力资源分析的内容?A．企业生产设备 B．企业资金供应C．企业能源供应 D．原材料及零部件供应8．被马克思称为“惊险的跳跃”，指的是一般商品的风险性主要存在于价值的A．创造过程 B．实现过程 C．转移过程 D．让渡过程9．要由中心代理方与供应商进行洽谈来完成采购方采购计划的采购方法是A．直接采购 B．及时采购 C．招标采购 D．集中采购10．货物变质及失窃属于A．固定成本 B．不变成本C．占用成本 D．订单处理成本11．公司战略发展所必需的少数几家供应商属于A．战略型供应商 B．零散型供应商C．大额交易型供应商 D．小额交易型供应商12．下列促销手段中，属于样品试用的是A．交易推广 B．产业推广 C．公共关系 D．消费推广13．对于客户购买次数少但购买批量大的产品一般采用A．代销 B．自销 C．促销 D．传销14．货物订单确认设计属于电子商务运作过程中的A．交易阶段 B．售后服务阶段C．交易平台设立阶段 D．物流配送阶段支付货款阶段15．产成品的库存管理属于企业物流中的A．生产物流 B．销售物流 C．回收物流 D．废弃物流16．市场业绩属于品牌价值评估方法基本要素中的A．财务要素 B．消费者要素 C．市场要素 D．管理要素17．商务谈判中要达到的最低目标是A．必须达成的目标 B．希望达成的目标C．乐于达成的目标 D．意外达成的目标18．一方当事人违约时，按法律规定或双方约定向对方支付的金额称为A．定金 B．奖金 C．留置 D．违约金19．商务冲突管理策略中，将对方的需要和利益放在高于本企业自己的位置之上，即以“他赢，我输”来维持和谐关系的策略是A．回避策略 B．强制策略 C．迁就策略 D．合作策略20．商业风险管理的第一步，也是最重要的一步是A．风险评估 B．风险识别 C．风险分析 D．风险防范二、多项选择题(本大题共5小题，每小题2分，共l0分)在每小题烈出敏五仑备选项中至少有两个是符合题目要求的，请将其选出并将“答题卡”的相应代码涂黑。

Fundamentalsofbusiness《工商导论》说课稿

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

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

1.首先，课程定位与目标《工商导论》是英语专业（商务英语方向）专业选修课。

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

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

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

该课程开设在第5学期，教学对象是英语专业（商务英语方向）三年级学生。

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

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

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

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

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

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

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

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。
郑惠珍 Email:zhuizh@
? 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。
郑惠珍 Email:zhuizh@
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。
郑惠珍 Email:zhuizh@
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
郑惠珍 Email:zhuizh@
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
郑惠珍 Email:zhuizh@
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。

“工商导论”课程教学大纲

“工商导论”课程教学大纲一、课程基本信息开课单位：翻译学院课程名称：工商导论课程编号：223017英文名称：Fundamentals of Business课程类型：专业任选课总学时：36 理论学时：32 实验学时： 4学分：2开设专业：商务英语先修课程：商务知识导读二、课程任务目标（一）课程任务本课程是商务英语专业的核心课程，将英语语言技能的训练与商务英语知识的介绍融为一体，使学生对市场经济及现代工商企业的运作有一个总体印象，并熟悉同企业环境、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、更具体的课程打下坚实的基础。

（二）课程目标在学完本课程之后，学生能够：1.熟悉经济贸易的基本理论、市场经济的运作规律；2.了解现代企业的经营管理；3.理解国际经贸活动的基本概念和程序；4.积累与以上各项有关的法律、伦理和文化知识；5.掌握与以上各项有关的外语知识和技能。

三、教学内容和要求（一）理论教学的内容及要求本课程授课18周，每周课2学时。

具体教学内容安排如下：1－6周：了解市场营销的基本知识，主要包括营销组合的4P’s（Product, Price, Place and Promotion），熟记各种模型；7－9周：了解金融、财务相关背景，熟记各种重要概念，能够模拟运用财务运算等；11周：了解风险管理和保险背景知识；12周：理解国际商法知识，为以后运用打基础。

14周：了解人力资源管理的基本内容；15周：了解企业信息管理的概念，掌握信息管理知识；16-17周：了解企业社会责任和国际商务文化交流背景知识。

（二）实践教学的内容及要求10周：企业模拟运作中期考核，要求运用所学市场营销和金融财务知识进行展示与陈述；18周：企业模拟运作期末考核，要求运用所有所学知识进行展示与陈述。

四、学时分配五、考核说明本课程分实践考核和期末试卷考核。

其中实践考核占40%，期末卷面分数占60%。

实践考核:以小组为单位，选择感兴趣或有专长的行业，模拟创建一家小型公司，在整个学期运用所学知识步步将其经营起来。

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

福建省高等教育自学考试工商导论自学考试大纲

福建省高等教育自学考试《工商导论》自学考试大纲课程说明“工商导论”课程是福建省高等教育自学考试商务英语专业（独立本科段）开设的一门专业课，是为培养和检验自学应考者的经济学与管理学方面的基本理论、基本知识和基本技能而设置的。

本课程以供应链管理理论为工具来认识现代企业商务管理，将商务管理内容体系分作企业基本商务活动管理、企业公共关系商务活动管理、企业商务策划管理三个层次进行了系统阐述。

通过学习，自考应考者可以对现代企业商务活动的运作及其管理有一个总体的认识，并基本掌握商务管理的内在规律，为今后从事商务类工作打下坚实的理论基础。

指定教材考试教材：《现代商务管理学教程》，周泽信主编，中国商务出版社，2005年8月第1版考试内容与考核目标第一章现代企业商务概述一．学习目的与要求通过本章的学习，目的是使学生初步了解商务、商务活动的含义、商务活动的范围以及商务活动在企业整体活动中的重要地位，把握对商务活动进行管理的必要性。

二．课程内容第一节商务的含义一、商务概念在我国的流传二、商务的含义商务，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。

三、商务概念的定义所谓商务，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。

其含义可分为三个层次：1．商务活动的基本内容是市场中买方和卖方之间的交换活动，也可称为商业活动。

2．商务作为企业的一类交换活动，是企业全部经营管理活动中一个组成部分。

3．商务活动是企业必不可少的，是保证企业战略目标和生产经营目的得以实现的重要活动。

第二节企业商务活动的内容一、企业商务活动类别(一)基本活动这是商务活动的主体部分，是为保障内部生产、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、运输、销售、服务等具体业务活动。

（二）公共关系活动（三）策划活动二、企业商务活动范围（一）商务活动环境的调查研究（二）与供应商和客户的商务活动（三）物流的商务活动（四）无形商品的商务活动（五）磋商与沟通的商务活动（六）合同签订与履行的商务活动（七）解决商务冲突的商务活动（八）商务策划活动三．考核知识点(一) 商务的含义(二) 企业商务活动的内容四．考核要求（一）商务的含义１．识记：(1) 商务;(2)商业活动;２．领会：(1) 商务的含义;(2) 商务概念的定义;（二）企业商务活动的内容１．识记：(1)概念性技能；(2)商务活动环境；(3)软环境;(4)硬环境; (5)无形商品;(6)商务策划;２．领会：(1) 基本商务活动的特点;(2)商务活动内容; (3)环境条件对商务活动的影响; (4)与物质商品的交易相比，无形商品商务活动具有的特性; (5)产生冲突的原因; (6)加强商务冲突管理的作用;3.应用：企业商务活动范围。

《工商英语导论》自学考试大纲

《工商英语导论》自学考试大纲辽宁省高等教育自学考试委员会一、考试性质与命题原则《工商英语导论》是经贸英语专业（本科）自学考试的选修科目。

本课程考试的深度与广度依据本大纲和教材规定的知识范围和能力要求制定。

命题原则如下：1.合理安排测试项目的能力和层次结构。

每份试卷中测试各种能力层次的项目比例一般为：识记20%，领会30%，简单运用30%，综合运用20%。

2.合理安排题目的难易结构。

题目的难度分为易、较易、较难、难四个等级。

命题中相关比例为：易占30%，较易占30%，较难占20%，难占20%。

3.合理安排主客观试题的比例。

客观题占40%，主观题占60%。

4.合理确定与教材有关部分的比例。

试题中70%处理教材，30%考察学生的综合运用能力。

5.本课程除考察学生对商务知识的基本掌握之外，还考察学生运用英语对国际商务知识的基本表述。

二、考试内容与重点《工商导论英语教程》是商务英语的基础性教材，其内容主要介绍国际商务的一般性知识。

主要内容包括创建企业、市场营销概览、产品定价、营销渠道、货币银行学、股市及风险管理、企业法、人力资源管理、激励与领导机制、环境与责任等。

本教材共十八章，其中第十章、十三章、十六章和十八章对学生不做要求。

其他各章考察内容及考察重点如下：第一章创建企业重点掌握独资经营、合伙企业、有限公司及特许经营的概念；分析独资经营方式的优势和劣势；特许经营方式的优缺点。

第二章营销概览掌握市场细分概念；营销组合的分析与运用；市场营销的职能。

第三章产品与定价产品与定价是市场营销中最重要的环节，须重点掌握如下内容。

1.产品类型。

（1）日用消费品；（2）工业品。

2.如何开发新产品。

3.产品生命周期。

4.产品定价。

5.产品定价目标。

6.定价策略。

（1）快速撇脂策略（skimming strategy）;(2)低价渗透策略（penetration strategy）;(3)亏本出售定价策略（loss leader pricing strategy）;(4)奇零定价策略（odd pricing strategy）;(5)底价策略（price lining strategy）。

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

译百文化有限公司简介目录一．企业介绍（1）宗旨（2）企业简介（3）企业文化二．行业市场分析（1）市场介绍（2）目标市场（3）竞争性分析（5）SWTO分析三．业务介绍（1）业务板块四．人员组织结构（1）组成人员（2）组成结构（3）员工规章制度五．营销策略（1）营销方式（2）价格策略六．公司工作流程一．企业介绍（一）宗旨：信誉一百服务一百满意一百（二）企业简介：译百文化有限公司成立于2011年，注册资金100万人民币，流动资金200万人民币。

译百文化有限公司是一家专门从事翻译工作的综合性企业。

目前我公司共有八个部门，职工人数150人，专业性人才60多人，汇集了法律、会计、商务、旅游及同传领域的高端人才。

（三）企业文化：在日益激烈的市场竞争中，译百文化有限公司的战略目标是成为一个规模化的综合性文化企业。

创建大型文化企业的目标里渗透着一种“高标定位”的战略理念。

创建这一战略理念为我公司超越自身、追求卓越树立起了明确的发展目标。

译百文化有限公司的企业文化聚集于企业价值观念、企业精神及能够促进企业文化在各方面有机发展的企业运作策略，同时也是企业文化的基本组成部分。

译百的企业文化划分为四个部分：(1)译百的文化个性特征(2)创造性的团队文化，专业性的团队管理(3)始终如一的创新精神(4)建立学术性组织同时我们还有一些基本理念，即诚信、创新、以人为本等。

其中诚信与创新最为重要：（1）反映社会文化，紧密结合传统文化，具有鲜明的民族特征（2）坚持诚信，完善企业形象，提高企业竞争力（3）具有创新意识和前瞻性意识，追求卓越的创新能力（4）建立良好企业文化氛围，寻找最合适的社会地位（5）致力于对打造国际自主战略品牌（6）在持续的创新中发展企业文化原则：（1）强化以人为中心（2）表里一致，切忌形式主义（3）注重个异性（4）不能忽视经济性（5）继承传统文化的精华构建创新文化：（1）尽量满足员工的需求（2）系统的了解：“创造力”（3）培养激情（4）提高工作重视度（5）提供充裕的时间，恢复精力（三）Enterprise Culture:In the increasingly fierce competition in the market, Yibai Culture Company’sstrategic goal is to become a large-scale cultural enterprises. The creation of benchmarking strategic concept helps set a clear development goal.Enterprise Culture of Yibai divided into four parts:1、Personality traits of Yibai2、The creative team culture, professional team management3、Constant spirit of innovation4、Establish academic organizationAt the same time, there are some basic ideas: integrity, innovation, people-oriented and so on. Among these, integrity and innovation are the most important. Principles:1、Strengthen the concept of human-centered2、Avoid formalism3、Focus on heterosexual4、Inherit the essence of traditional culture二．行业市场分析（一）同声传译的行业市场分析1.市场介绍：同声翻译员被称为“21世纪第一大紧缺人才”。

工商导论练习题及答案

2011年11月商务英语专业工商导论模拟练习本试卷分两部分．满分l00分，考试时间150分钟。

1第一部分为选择题，应考者必须在答题卡上按要求填涂，不能答在试卷上。

2第二部分为非选择题，应考者必须在答题卡上直接答题，答在试卷上无效。

3请按照试题题号顺序在答题区域内作答。

Part One（20%)I ．Multiple Choice(1％X20 =20％）Direcnions:In this part, there are items 1-20. For each item, there are fourchoices marked A,B，C and D. Choose the best one end write your answers on the Answer Sheet.I ．A(n）＿is an association of two or more persons to carry on as co-owners of a business for profit.A. sole proprietorshipB. partnershipC. corporationD. franchising2. Colombia, Brazil and China’s Yunnan Province have a(n)＿in growing cof-fee beams, because in terms of climate those areas are more favourable for growing coffee beans than other parts of the world.A. absolute advantageB. comparative advantageC: definite advantage D. indefinite advantage3. Based on the findings of the job analysis，a(n)＿lists theobjectives,respon-sibilities,main tasks of the job，the conditions under which the job is to be done，and its relationship to other jobs.A. job descriptionB. job specificationC. job forecastingD. job scouting4. Which of the following does NOT belong to Non-Tariff Barriers?A. quotasB. state monopolyC. revenueD. import license system5.＿is the cheapest mode of transportation, particularly suitable for low-cost bulk cargoes such as coal, ore，grain, timber and construction materials.A. RailB. WaterC. TruckD. Pipeline6.A＿is a business that has one owner.A. partnershipB. CorporationC. franchisingD. sole proprietorship7. Which of the following ere goods that consumers would make an extra effort to purchase?A．Shopping products B. specialty productsC. convenience productsD. product mix commodities8. Shipwaith Paper Products produces a variety of goods which are sold to whole sal ers. The wholesalers then distribute the products m a wide variety of office supply stares and discount stores that sell to the final customers. The distribution channelused for Ship waith’s products is an example of a＿.A. network and node distribution systemB. one-level channel distribution systemC. two-level channel distribution systemD. direct-level channel distribution system9. The risk of relying on a single key employee can be reduced by＿A. purchasing key person insuranceB. narrowing the job descriptionC. task specializationD. automating tasks10. According to its attributes，property can be classified into three types. They are the following EXCEPT for＿．A. tangible real propertyB. tangible personal propertyC. intangible personal propertyD. inventory11. A(n）＿is a tax a government imposes on imported goods.A. tariffB. quotaC. excise taxD. exchange rate12. Which of the following is NOT one of the managerial skills?A. technical skillsB. mission skillsC. conceptual skillsD. human skills13. When the employees are haired，it is important to train and develop them until they are qualified for the jobs. The methods can include the following EXCEPT ＿.A. orientationB. on-the-job methodC. off-the-job methodD. performance appraisal14. According to the Herzberg study, managers can motivate employees to be more productive by ＿A. increasing their responsibilitiesB. increasing their salariesC. providing a safe work environmentD. creating job security15. The programs that determine the specific tasks a computer will perform at any given time are called ＿A. hardwareB. softwareC. virtual realityD. megahertz16. One of the following terms is NOT included in the types of economic system. It is ＿.A. capitalismB. socialismC. mixed economyD. equalitarianism17. A major advantage of railroads as a mode of transporting goods is that they＿.A. can reach almost my location quicklyB.. are very inexpensive when transporting goods short distanceC. are often the least expensive way of transporting heavy items long distancesD are the only way to transport gas anJoil safely over long distances18. The composition of debt versus equity financing is known as＿．A. retained earningsB. revenueC. working capitalD. capital structure19. The following are regarded as intellectual properties protected by laws EXCEPT for ＿.A. trademarkB. copyrightC. patentD. stock20. The management function that coordinates a firm’s employees and other resources in order to achieve the organization’s goals is＿A. planningB. organizingC. leadingD. controllingPart Two（60%）Ⅱ．Gap-Filling(1％x10＝10%）Directions：Complete statements 21-25.,filling in each gap with a proper word or phrase:21.＿insurance covers losses resulting from damage to other people or oth-er people’s property.＿insurance protect businesses from riskinvolving the damage and loss to their own property.22. Liabilities are what a firm owes to others. Liabilities are those that can be cleared within one year while＿liabilities are those that cannot be paid off within one year.23. Fed can use such instruments as＿,discount rates and＿tocontrol the money supply.24.＿pricing strategy is also called＿pricing, which makes prices appear more acceptable or contain positive indication to customers.25. Besides advantages, sole proprietorships have some disadvantages, such as＿，limited access to capital, ＿and unshared loss.Ⅲ. T/F Questions (1％x10＝10％）Directions：Read statements 26-35. Decide whether they are tune or false by writing "T" for true and "F" for false.26. Brokers work as manufacturers’ sales representatives on a relatively permanent basis, while agents work as go betweens for sellers and buyers on a deal-by-deal basis.27. For money of a country to function at all，it must be made legal tender forthat country by its government and be acceptable to the public.28. Countries with advantages in producing one type of goods will trade for goods they have disadvantages in producing.29. Liability losses are those losses to property due to fire, theft, or weather conditions.30. The market for dealings with stocks and bonds is collectively called the securities market.31．Large firms may obtain funds by issuing dividends, which are long-term debt securities（IOUs) purchased by investors.32. Lost or stolen traveler’s checks can usually be replaced if you promptly inform the issuing company of the serial numbers of the lost checks.33. While middlemen add cost, they add value as well.34. Milk, newspapers，soda, and chewing gum are examples of shopping products.35. Owners of a corporation can earn a return on their investment either by receiving dividends or by selling the stock.Ⅳ. Fundamentals of business(1％x25＝25％）sole proprietorship 商个体，个体户partnership 商合伙，合伙公司shareholder 股东financing 筹集的资金，融资marketing 营销channels of distribution 分销渠道，销售渠道market segmentation 市场细分product life cycle 产品生命周期pricing 定价wholesaler 批发商promotion mix 促销组合product advertising 产品广告checking account 支票帐户credit card 信用卡debit card 借记卡Fed 美联储copyright 版权motivate 激励，激发owner＇s equity 所有者权益gross profit margin 毛利润率net profit margin 净利润率current assets 流动资产fixed assets 固定资产premium 保险费creditor 债权人V. Clone ( 1％x25 =25％）Directions: Read the following passage and fill in blanks(41-65）with appropriate words from the list at the end of the passage．Note that there are more words in the list than the blanks in the passage，Investment in one country (41）＿individuals organizations (42)＿Another is an important aspect of international business. Investment may be. for(43）＿in the form of securities or direct capital in the form of productive facilities. Colonialism and（44)＿have often been described in terms of powerful nations exploiting the（45）＿and natural resources of weaker，less-developed Countries. While some exploitation (46）＿till remain，most developing as well as（47）＿nations now substantially control the types，(48）＿and owner-ship terms of investments（49）＿by foreigners. Much of the (50) ＿private investment is now made by multinational（51）＿（MNCs)．Technical distinctions in（52）＿such global corporations are sometimes made to reflect（53）＿multinational investments（54）＿operations are made exclusively by an executive（55）＿from one nation or by(56) ＿of different national investment leaders. Clearly; thesemultinational organizations (57) ____ major role in world trade and investments (58)__of their demonstrated management skills，（59）＿,financial resources，and related advantages.（MNCs), nevertheless，must (60)＿frequently governmental and other(61）＿who contend that such far-flung companies are able to (62)____ or avoid national regulation by virtue of their ability to（63)＿new(and at times old) investments from one country to another. Some governments have adopted exacting（64）＿which Macs must follow in their countries the most common of which requires a majority or significant (65）＿of domestic as opposed to foreign ownership.VI. Traaslation (5% x2=10％）Directions Translate sentences into English.66.张伟达和陈浩建立了自己的合伙企业，启动资本为7万元69宏雅可使用长期贷款和短期贷款相结合的资金组合形式。

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.。

工商导论

Summary—levels of international marketing involvement
marketing consideration for international market without difference philosophy
Domestic export international
1-2 Levels of international marketing involvement
Domestic marketing 本土营销
Focus solely on domestic market and ignore international possibilities.
Export marketing 出口营销

Huge profit crucial for American companies to keep pace with competition Essential for small country companies’ success Emerging markets can offer a new life
International marketing involvement levels are used to guide one to make distinctions between companies.

A better way : EPRG framework Ethnocentric, polycentric, regiocentric, geocentric orientation.

Summary of international marketing philosophy

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》教学大纲

《工商导论》教学大纲课程名称工商导论（Fundamentals of Business）课程编码学时与学分68/4考核方式考试先修课程商务英语适用学科专业商务英语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。

基本教学内容与学时安排本课程授课17周，每周课4学时。

具体教学内容安排如下：1－5周：市场营销的基本知识，主要包括营销组合的4P’s（Product, Price, Place and Promotion）；6－7周：以小组为单位做一个营销计划书；8－9周：管理的基本概念和企业文化；10周：组织结构设计；11－12周：人力资源管理的基本内容，一个模拟招聘的小组活动；13－14周：组织中的激励和领导基本理论及策略；15周：观看教学电影Wall Street，并组织讨论电影中设计的管理问题；16－17周：国际商务，包括国际贸易的基本政策、概念和策略，国际商务文化交流。

教学教材教师自编讲义主要参考书目陈准民编著，《工商导论》(Introduction to Business),高等教育出版社。

Charles Mitchell, International Business Culture, World Trade Press.Jean M. Hiltrop, Sheila Udall,Negotiation, Prentice Hall.Warren J. Keegan, Global Marketing Management, Prentice-Hall International, Inc.Jeffrey Edmund Curry, International Marketing,上海外语教育出版社。

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。

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