自考《工商导论》资料.docVIP

Setting up a business:建立一个公司：独资企业；合资企业；公司；授权经营 Sole Proprietorship:（A sole proprietorship is a business owned and controlled by one 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. Partnership(Those who believe that”two heads are better than one”often choose working 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. Corporation:A:Limited Liability;Easy to Expand;Separated Ownership and Management;Continuous life;D:Double Taxation;High Organizing Costs;Lack of Secrecy. Franchising:A:Instant customer recognition;still enjoy some independence as a sole proprietor.D:Do not guarantee success;sacrifice some independence. Marketing: an overview 1.The Functions of Marketing 营销的功能：（find the needs of the consumers and satisfying them） 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 Place Market Segmentation 市场细分：Geographic Variables;Demographic Variables; Psychographic Variables;Produce-use Variables 3.Types of products产品分类：Consumer Products ; Industrial Products 4.Development of New Products:Generating New Produce Ideas;Screening; Development;Testing;Commercialization 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;Specialt