工商导论runyourownbusiness课后题.docx

工商导论runyourownbusiness课后题.docx

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工商导论runyourownbusiness课后题

Chapter1SettingUpaBusiness

1.Inwhichfieldwillyousetupyourbusiness?

Withthedevelopmentofthescienceandtechnology,manytraditionalgoodshave

beendisplacedbyelectricalapparatus.Almostlywedoanythingbyusingelectricity,

suchaselectriccookers,cellphones,computersandairconditioners.Westrongly

realizeitwhenthere'ssomethingwrongwithelectricity.SoIwanttosetupmy

business,buildingasupermarket,inthefieldofelectricalapplianceandelectronic

goods.

2.Willyourbusinessbeasoleproprietorship,apartnership,oracorporation?

Mybusinesswillbeasoleproprietorship.Theadvantagesofsoleproprietorships

aremanyfold.Thefollowingaretheirmajorappeals.

Firstofall,it'ssimpletoestablish.Justpayasmallfee,getthenecessarystate

andlocallicensesorpermits.

Secondly,it'smorefreerindecision-making.Asasoleproprietor,Icanmakemy

owndecisionsonbusinesspoliciesandoperations,suchasthetypeofgoodsor

servicesIwanttoofferatthepriceIfeelappropriate.

Thirdly,it'seasytokeepoperationalandfinancialsecrecy.Idon'thavetoreport

toshareholdersorboarddirectors.

Fourthly,it'slesstaxburden.Thetaxratesforsoleproprietorsareoftenonlyhalf

ofthoseforcorporations.

Lastbutnotleast,it'sexclusiveuseofprofits.ifIworkhardandmakeasmall

thavetosharethemwithanyoneelse.

'fortune,Icantakealltheprofitsanddon

Chapter2Marketing:

AnOverview

1.Howwouldyourbusinessofferadvantagesovercompetitivefirms?

Theadvantagesofmybusinessaremanyfold.Thefollowingarethemajor

appeals.

a.Guaranteedauthenticgoodsofhighqualityandreasonableprice.Theelectrical

applianceandgoodsweofferareofhighqualityandreasonableprice.Any

second-handgoodsorcopycatcellphonescannotbefoundinmymarket.wesell

guaranteedauthenticgood.

b.Somepromotionalactivities.Wecanoffersomekindsoffreegiftswhen

consumersbuymygoods.Iftheyconsumeacertainamountofmoney,theycan

registerformembershipcards.

c.Betterafter-saleservice.Wewillofferbetterafter-saleservicefreeofchargeto

ensurethesatisfactionofmyconsumers.

2.Doesyourbusinesshavefactorswhichcouldmakeyourrevenueloweror

expenseshigherthanwhatyouexpect?

a.Lowreputationofanewbrand.Mybusinessasanewcomertothisfieldlacks

highreputationandbrandeffect,therearenotmanyconsumersatfirst.

b.Somecopycatelectronicgoodsofcheeperpriceandpoorqualityinother

competitivefirms.Thesegoodswillattractconsumersalotatverylowpriceat

first,mybusinesswillbeinapoorsituationwhichmakesmyrevenuelower.

Chapter3ProductsandPricing

1.Howistheproductsyouplantoofferisdifferentfromthoseofferedbyyour

competitors?

a.Guaranteedauthenticgoodsofhighqualityandreasonableprice.Theelectrical

applianceandgoodsweofferareofhighqualityandreasonableprice.Any

second-handgoodsorcopycatcellphonescannotbefoundinmymarket.wesell

guaranteedauthenticgood.

b.Betterafter-saleservice.Wewillofferbetterafter-saleservicefreeofchargeto

ensurethesatisfactionofmyconsumers.

2.Howwillthepricingofyourproductsbedeterminedcomparedwiththoseof

competitiveproducts?

First,marketingresearch.Collectingandanalyzingthepriceofcompetitive

productstoidentifyconsumers'purchasingpowerandbuyingabilities.Thendecide

thepricethatthecustomerscanaccept.

Alsowecansetthepricethesameasthoseofcompetitiveproducts,besideswewill

offersomelittlegiftsfreeofchargetoattractmorecustomers.

3.Couldtheuniquefeaturesofyourproductbeprotectedfromcompetitors?

Theuniquefeaturesofmyproductscouldbeprotectedfromcompetitors.The

electricalapplianceandgoodsweofferareofhighqualityandreasonableprice.Any

second-handgoodsorcopycatcellphonescannotbefoundinmymarket.wesell

guaranteedauthenticgood.Alsowewillofferbetterafter-saleservicefreeofcharge

toensurethesatisfactionofmyconsumers.Theuniquefeaturesofmyproducts

couldbeprotectedfromcompetitors.

Chapter4ChannelsofDistribution

1.Howwillyourbusinessdistributetheproductstothecustomers?

up

settingbyInternettheongoodsmyrepresentalsoll'Westores.Virtuala.

virtualstores.Myconsumerscanmakeinquiries,checkspecifications,compare

prices,placeordersandmakepayment,allthroughtheInternet,thusmakingmy

goodsshoppingmuchefficientthanthetraditionalmodes.

b.Directselling.Homeappliancesandelectricalgoodscanbesolddirectly,which

involvessellingtoconsumersintheirhomesorworkplaces.Thisapproachcan

fullydemonstratethefeaturesoftheproductsandenabledirectandone-to-one

consultationtoprospectivebuyers.

c.Multilevelmarketing.MLMhasbeenpopulararoundthewouldinsellingawide

varietyofproducts.Hundredsofdownliners,thecommissionscanbequite

sizable.

d.Supermarketsarelargestoresfeaturinglowprices,self-serviceandfastmoving

merchandisesuchasgroceries.

2.Couldyourproductsbedistributedmoreefficientlyandatlowercosts?

Myproductscouldbedistributedmoreefficientlyandatlowercosts.We'll

representmygoodsontheInternetbysettingupvirtualstores.Myconsumerscan

makeinquiries,checkspecifications,compareprices,placeordersandmake

payment,allthroughtheInternet,thusmakingmygoodsshoppingmuchefficient

thanthetraditionalmodes.

Andhomeappliancesandelectricalgoodscanbesolddirectly,whichinvolves

sellingtoconsumersintheirhomesorworkplaces.Thisapproachcanfully

demonstratethefeaturesoftheproductsandenabledirectandone-to-one

consultationtoprospectivebuyers.

Alsoconsumerscanbuymygoodsinmysupermarket.Somyproductscouldbe

distributedmoreefficientlyandatlowercosts.

3.Whetherthecostofdistributionofyourproductswillbeaffectedsubstantiallyif

priceofutilitiesortransportationgoupbyabigmargin.

Thecostofdistributionofyourproductswillbeaffectedsubstantiallyifpriceof

utilitiesortransportationgoupbyabigmargin.Thenumerousfunctionstheutilities

ortransportationperform,physicaldistributionaccountsforalmost30%ofthetotal

costsofmarketing,ifpriceofutilitiesortransportationgoupbyabigmargin,the

costofdistributionofyourproductswillbeaffectedsubstantially.

Chapter5Promotion

1.Describethepromotionalmixforyourproducts.

Advertising:

productadvertisingandinstitutionaladvertising.

a.Internet.We'llrepresentmygoodsontheInternetbysettingupvirtualstores.

Myconsumerscanmakeinquiries,checkspecifications,compareprices,place

ordersandmakepayment,allthroughtheInternet,thusmakingmygoods

shoppingmuchefficientthanthetraditionalmodes.

b.Newspapersandtelevision.Putmygoods'informationonthenewspapers.ADs

inthenewspaperscanbeclippedandsaved,alsotheyarelowincostandcanbe

preparedandplacedwithinminimumtime.Televisionscanreachavastcaptive

audienceofalltypeswithcolorfulandeye-catching.

c.Outdoorsalespromotion.Billboards,posters,tradeshowpublicityandelectric

displaysarethemajorformsofoutdooradvertising.

2.Estimatetheamountofmoneythatwillbeallocatedforpromotionduringthefirst

year.

Wewillspend30%ofthemoneyonadvertisementsonthenewspapersInternet

andtelevisions.Then40%ofthemoneywillbepayedforthesales-promotion,

especiallyoutdoorpromotion,suchasbillboards,posters,tradeshowpublicityand

electricdisplays,toincreasecustomerawarenessandthesalesofafirm'sproductor

service.Allofthesalespromotioncanreachavastcaptiveaudienceofalltypeswith

colorfulandeye-catching.

Chapter6MoneyandBanking

1.Ithinkplasticmoneyisreallymoney.Moneyisakeyelementineconomic

andbusinessactivitiesandhasbeenthethemeofmanywittyremarks.Tous,money

isnothingbutthecurrencyofacountry.Toeconomists,moneyisasubjectforstudy

and,forsomethingtobemoney;itmustatleasthavethefollowingcharacteristics:

portability,divisibility,stability,durabilityandacceptability.

Firstofall,moneymustbelightinweightandeasytocarry.

Second,itmustbeeasilydivisibleintosmallerpartswithafixedvalueforeach

unit.

Third,moneymustbestableinvalue,andthisisbestunderstoodintimesof

inflation.

Fourth,moneymustbeabletostandthewearandtearofrepeatedtransactions

duringitslifeincirculation.

Last,formoneyofacountrytofunctionatall,itmustbemadelegaltenderfor

thatcountrybyitsgovernmentandbeacceptabletothepublic.Asplasticmoneyhas

allthecharacteristicsofmoney,thoughit'snotmadeofpaper,itstillcanbecaller

reallymoney.

2.Easytocarryandconvenient.

CreditcardhasVISAorMasterCardlogo,inaforeigncountrycanbe

directlybrushcalorieofconsumption,andacashorcashwillfirstexchange;In

addition,bycreditcardbookingtheticketandhotel,telephoneorInternetshopping

andrentacarandsoonisalsoveryconvenient,andmightnothavethecash

benefits--becausecreditcardinadditiontodirectthebrushhasapreliminary

licensefunction;Andthereisnonochangeinembarrassment.

Safe,Cleanandhealthy.

Asweallknowthatcashflowisbiggerandbigger,coinofbacteriaisonecan

imagine,butinadditiontotheircreditcardisafewcashiertouched-evenifthe

cred