工商导论第二版课后答案.docx

工商导论第二版课后答案.docx

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工商导论第二版课后答案

Chapter1SettingUpaBusiness

1.Inwhichfieldwillyousetupyourbusiness?

Withthedevelopmentofthescienceandtechnology,manytraditionalgoodshavebeendisplacedbyelectricalapparatus.Almostlywedoanythingbyusingelectricity,suchaselectriccookers,cellphones,computersandairconditioners.Westronglyrealizeitwhenthere’ssomethingwrongwithelectricity.SoIwanttosetupmybusiness,buildingasupermarket,inthefieldofelectricalapplianceandelectronicgoods.

2.Willyourbusinessbeasoleproprietorship,apartnership,oracorporation?

Mybusinesswillbeasoleproprietorship.Theadvantagesofsoleproprietorshipsaremanyfold.Thefollowingaretheirmajorappeals.

Firstofall,it’ssimpletoestablish.Justpayasmallfee,getthenecessarystateandlocallicensesorpermits.

Secondly,it’smorefreerindecision-making.Asasoleproprietor,Icanmakemyowndecisionsonbusinesspoliciesandoperations,suchasthetypeofgoodsorservicesIwanttoofferatthepriceIfeelappropriate.

Thirdly,it’seasytokeepoperationalandfinancialsecrecy.Idon’thavetoreporttoshareholdersorboarddirectors.

Fourthly,it’slesstaxburden.Thetaxratesforsoleproprietorsareoftenonlyhalfofthoseforcorporations.

Lastbutnotleast,it’sexclusiveuseofprofits.ifIworkhardandmakeasmallfortune,Icantakealltheprofitsanddon’thavetosharethemwithanyoneelse.

Chapter2Marketing:

AnOverview

1.Howwouldyourbusinessofferadvantagesovercompetitivefirms?

Theadvantagesofmybusinessaremanyfold.Thefollowingarethemajorappeals.

a.Guaranteedauthenticgoodsofhighqualityandreasonableprice.Theelectricalapplianceandgoodsweofferareofhighqualityandreasonableprice.Anysecond-handgoodsorcopycatcellphonescannotbefoundinmymarket.wesellguaranteedauthenticgood.

b.Somepromotionalactivities.Wecanoffersomekindsoffreegiftswhenconsumersbuymygoods.Iftheyconsumeacertainamountofmoney,theycanregisterformembershipcards.

c.Betterafter-saleservice.Wewillofferbetterafter-saleservicefreeofchargetoensurethesatisfactionofmyconsumers.

2.Doesyourbusinesshavefactorswhichcouldmakeyourrevenuelowerorexpenseshigherthanwhatyouexpect?

a.Lowreputationofanewbrand.Mybusinessasanewcomertothisfieldlackshighreputationandbrandeffect,therearenotmanyconsumersatfirst.

b.Somecopycatelectronicgoodsofcheeperpriceandpoorqualityinothercompetitivefirms.Thesegoodswillattractconsumersalotatverylowpriceatfirst,mybusinesswillbeinapoorsituationwhichmakesmyrevenuelower.

Chapter3ProductsandPricing

1.Howistheproductsyouplantoofferisdifferentfromthoseofferedbyyourcompetitors?

a.Guaranteedauthenticgoodsofhighqualityandreasonableprice.Theelectricalapplianceandgoodsweofferareofhighqualityandreasonableprice.Anysecond-handgoodsorcopycatcellphonescannotbefoundinmymarket.wesellguaranteedauthenticgood.

b.Betterafter-saleservice.Wewillofferbetterafter-saleservicefreeofchargetoensurethesatisfactionofmyconsumers.

2.Howwillthepricingofyourproductsbedeterminedcomparedwiththoseofcompetitiveproducts?

First,marketingresearch.Collectingandanalyzingthepriceofcompetitiveproductstoidentifyconsumers’purchasingpowerandbuyingabilities.Thendecidethepricethatthecustomerscanaccept.

Alsowecansetthepricethesameasthoseofcompetitiveproducts,besideswewilloffersomelittlegiftsfreeofchargetoattractmorecustomers.

3.Couldtheuniquefeaturesofyourproductbeprotectedfromcompetitors?

Theuniquefeaturesofmyproductscouldbeprotectedfromcompetitors.Theelectricalapplianceandgoodsweofferareofhighqualityandreasonableprice.Anysecond-handgoodsorcopycatcellphonescannotbefoundinmymarket.wesellguaranteedauthenticgood.Alsowewillofferbetterafter-saleservicefreeofchargetoensurethesatisfactionofmyconsumers.Theuniquefeaturesofmyproductscouldbeprotectedfromcompetitors.

Chapter4ChannelsofDistribution

1.Howwillyourbusinessdistributetheproductstothecustomers?

a.Virtualstores.We’llalsorepresentmygoodsontheInternetbysettingupvirtualstores.Myconsumerscanmakeinquiries,checkspecifications,compareprices,placeordersandmakepayment,allthroughtheInternet,thusmakingmygoodsshoppingmuchefficientthanthetraditionalmodes.

b.Directselling.Homeappliancesandelectricalgoodscanbesolddirectly,whichinvolvessellingtoconsumersintheirhomesorworkplaces.Thisapproachcanfullydemonstratethefeaturesoftheproductsandenabledirectandone-to-oneconsultationtoprospectivebuyers.

c.Multilevelmarketing.MLMhasbeenpopulararoundthewouldinsellingawidevarietyofproducts.Hundredsofdownliners,thecommissionscanbequitesizable.

d.Supermarketsarelargestoresfeaturinglowprices,self-serviceandfastmovingmerchandisesuchasgroceries.

2.Couldyourproductsbedistributedmoreefficientlyandatlowercosts?

Myproductscouldbedistributedmoreefficientlyandatlowercosts.We’llrepresentmygoodsontheInternetbysettingupvirtualstores.Myconsumerscanmakeinquiries,checkspecifications,compareprices,placeordersandmakepayment,allthroughtheInternet,thusmakingmygoodsshoppingmuchefficientthanthetraditionalmodes.

Andhomeappliancesandelectricalgoodscanbesolddirectly,whichinvolvessellingtoconsumersintheirhomesorworkplaces.Thisapproachcanfullydemonstratethefeaturesoftheproductsandenabledirectandone-to-oneconsultationtoprospectivebuyers.

Alsoconsumerscanbuymygoodsinmysupermarket.Somyproductscouldbedistributedmoreefficientlyandatlowercosts.

3.Whetherthecostofdistributionofyourproductswillbeaffectedsubstantiallyifpriceofutilitiesortransportationgoupbyabigmargin.

Thecostofdistributionofyourproductswillbeaffectedsubstantiallyifpriceofutilitiesortransportationgoupbyabigmargin.Thenumerousfunctionstheutilitiesortransportationperform,physicaldistributionaccountsforalmost30%ofthetotalcostsofmarketing,ifpriceofutilitiesortransportationgoupbyabigmargin,thecostofdistributionofyourproductswillbeaffectedsubstantially.

Chapter5Promotion

1.Describethepromotionalmixforyourproducts.

Advertising:

productadvertisingandinstitutionaladvertising.

a.Internet.We’llrepresentmygoodsontheInternetbysettingupvirtualstores.Myconsumerscanmakeinquiries,checkspecifications,compareprices,placeordersandmakepayment,allthroughtheInternet,thusmakingmygoodsshoppingmuchefficientthanthetraditionalmodes.

b.Newspapersandtelevision.Putmygoods’informationonthenewspapers.ADsinthenewspaperscanbeclippedandsaved,alsotheyarelowincostandcanbepreparedandplacedwithinminimumtime.Televisionscanreachavastcaptiveaudienceofalltypeswithcolorfulandeye-catching.

c.Outdoorsalespromotion.Billboards,posters,tradeshowpublicityandelectricdisplaysarethemajorformsofoutdooradvertising.

2.Estimatetheamountofmoneythatwillbeallocatedforpromotionduringthefirstyear.

Wewillspend30%ofthemoneyonadvertisementsonthenewspapersInternetandtelevisions.Then40%ofthemoneywillbepayedforthesales-promotion,especiallyoutdoorpromotion,suchasbillboards,posters,tradeshowpublicityandelectricdisplays,toincreasecustomerawarenessandthesalesofafirm’sproductorservice.Allofthesalespromotioncanreachavastcaptiveaudienceofalltypeswithcolorfulandeye-catching.

Chapter6MoneyandBanking

1.Ithinkplasticmoneyisreallymoney.Moneyisakeyelementineconomicandbusinessactivitiesandhasbeenthethemeofmanywittyremarks.Tous,moneyisnothingbutthecurrencyofacountry.Toeconomists,moneyisasubjectforstudyand,forsomethingtobemoney;itmustatleasthavethefollowingcharacteristics:

portability,divisibility,stability,durabilityandacceptability.

Firstofall,moneymustbelightinweightandeasytocarry.

Second,itmustbeeasilydivisibleintosmallerpartswithafixedvalueforeachunit.

Third,moneymustbestableinvalue,andthisisbestunderstoodintimesofinflation.

Fourth,moneymustbeabletostandthewearandtearofrepeatedtransactionsduringitslifeincirculation.

Last,formoneyofacountrytofunctionatall,itmustbemadelegaltenderforthatcountrybyitsgovernmentandbeacceptabletothepublic.Asplasticmoneyhasallthecharacteristicsofmoney,thoughit’snotmadeofpaper,itstillcanbecallerreallymoney.

2.Easytocarryandconvenient.

Creditcardhas"VISA"or"MasterCard"logo,inaforeigncountrycanbedirectlybrushcalorieofconsumption,andacashorcashwillfirstexchange;Inaddition,bycreditcardbookingtheticketandhotel,telephoneorInternetshoppingandrentacarandsoonisalsoveryconvenient,andmightnothavethecashbenefits--becausecreditcardinadditiontodirectthebrushhasa"preliminarylicense"function;Andthereisnonochangeinembarrassment.

Safe,Cleanandhealthy.

Asweallknowthatcashflowisbiggerandbigger,coinofbacteriaisonecanimagine,butinadditiontotheircreditcardisafewcashiertouched-evenifthecreditcarddirty,stillcancleandisinfection.

Facilitatefinancial

Creditcardbillinthefuturewewillreceiveapaperorelectronicmailformsofconsumptiondetailedbill,fromthebill,wecancleartheirowninlastmonth'sconsumptionan