工商导论runyourownbusiness课后题.docx

1、工商导论runyourownbusiness课后题 Chapter 1 Setting Up a Business 1. In which field will you set up your business? With the development of the science and technology, many traditional goods have been displaced by electrical apparatus. Almostly we do anything by using electricity, such as electric cookers, c

2、ellphones, computers and air conditioners. We strongly realize it when theres something wrong with electricity. So I want to set up my business ,building a supermarket, in the field of electrical appliance and electronic goods. 2. Will your business be a sole proprietorship, a partnership, or a corp

3、oration ? My business will be a sole proprietorship. The advantages of sole proprietorships are many fold. The following are their major appeals. First of all, its simple to establish. Just pay a small fee, get the necessary state and local licenses or permits. Secondly, its more freer in decision-m

4、aking. As a sole proprietor ,I can make my own decisions on business policies and operations, such as the type of goods or services I want to offer at the price I feel appropriate. Thirdly, its easy to keep operational and financial secrecy. I dont have to report to shareholders or board directors.

5、Fourthly, its less tax burden. The tax rates for sole proprietors are often only half of those for corporations. Last but not least, its exclusive use of profits.if I work hard and make a small t have to share them with anyone else. fortune, I can take all the profits and don Chapter 2 Marketing: An

6、 Overview 1. How would your business offer advantages over competitive firms? The advantages of my business are many fold. The following are the major appeals. a. Guaranteed authentic goods of high quality and reasonable price. The electrical appliance and goods we offer are of high quality and reas

7、onable price. Any second-hand goods or copycat cellphones cannot be found in my market.we sell guaranteed authentic good. b. Some promotional activities .We can offer some kinds of free gifts when consumers buy my goods. If they consume a certain amount of money, they can register for membership car

8、ds. c. Better after-sale service. We will offer better after-sale service free of charge to ensure the satisfaction of my consumers. 2. Does your business have factors which could make your revenue lower or expenses higher than what you expect? a. Low reputation of a new brand. My business as a new

9、comer to this field lacks high reputation and brand effect, there are not many consumers at first. b. Some copycat electronic goods of cheeper price and poor quality in other competitive firms. These goods will attract consumers a lot at very low price at first,my business will be in a poor situatio

10、n which makes my revenue lower . Chapter 3 Products and Pricing 1. How is the products you plan to offer is different from those offered by your competitors? a. Guaranteed authentic goods of high quality and reasonable price. The electrical appliance and goods we offer are of high quality and reason

11、able price. Any second-hand goods or copycat cellphones cannot be found in my market.we sell guaranteed authentic good. b.Better after-sale service. We will offer better after-sale service free of charge to ensure the satisfaction of my consumers. 2. How will the pricing of your products be determin

12、ed compared with those of competitive products? First, marketing research .Collecting and analyzing the price of competitive products to identify consumers purchasing power and buying abilities. Then decide the price that the customers can accept. Also we can set the price the same as those of compe

13、titive products, besides we will offer some little gifts free of charge to attract more customers. 3. Could the unique features of your product be protected from competitors? The unique features of my products could be protected from competitors . The electrical appliance and goods we offer are of h

14、igh quality and reasonable price. Any second-hand goods or copycat cellphones cannot be found in my market.we sell guaranteed authentic good. Also we will offer better after-sale service free of charge to ensure the satisfaction of my consumers. The unique features of my products could be protected

15、from competitors . Chapter 4 Channels of Distribution 1. How will your business distribute the products to the customers? up setting by Internet the on goods my represent also ll Westores. Virtual a.virtual stores. My consumers can make inquiries, check specifications, compare prices, place orders a

16、nd make payment, all through the Internet, thus making my goods shopping much efficient than the traditional modes. b. Direct selling. Home appliances and electrical goods can be sold directly, which involves selling to consumers in their homes or workplaces. This approach can fully demonstrate the

17、features of the products and enable direct and one-to-one consultation to prospective buyers. c. Multilevel marketing. MLM has been popular around the would in selling a wide variety of products. Hundreds of downliners ,the commissions can be quite sizable. d. Supermarkets are large stores featuring

18、 low prices, self-service and fast moving merchandise such as groceries. 2. Could your products be distributed more efficiently and at lower costs? My products could be distributed more efficiently and at lower costs. Well represent my goods on the Internet by setting up virtual stores. My consumers

19、 can make inquiries, check specifications, compare prices, place orders and make payment, all through the Internet, thus making my goods shopping much efficient than the traditional modes. And home appliances and electrical goods can be sold directly, which involves selling to consumers in their hom

20、es or workplaces. This approach can fully demonstrate the features of the products and enable direct and one-to-one consultation to prospective buyers. Also consumers can buy my goods in my supermarket.So my products could be distributed more efficiently and at lower costs. 3. Whether the cost of di

21、stribution of your products will be affected substantially if price of utilities or transportation go up by a big margin. The cost of distribution of your products will be affected substantially if price of utilities or transportation go up by a big margin. The numerous functions the utilities or tr

22、ansportation perform, physical distribution accounts for almost 30% of the total costs of marketing, if price of utilities or transportation go up by a big margin, the cost of distribution of your products will be affected substantially . Chapter 5 Promotion 1. Describe the promotional mix for your

23、products. Advertising :product advertising and institutional advertising. a. Internet .Well represent my goods on the Internet by setting up virtual stores. My consumers can make inquiries, check specifications, compare prices, place orders and make payment, all through the Internet, thus making my

24、goods shopping much efficient than the traditional modes. b. Newspapers and television. Put my goods information on the newspapers .ADs in the newspapers can be clipped and saved,also they are low in cost and can be prepared and placed within minimum time. Televisions can reach a vast captive audien

25、ce of all types with colorful and eye-catching. c. Outdoor sales promotion. Billboards,posters ,trade show publicity and electric displays are the major forms of outdoor advertising. 2. Estimate the amount of money that will be allocated for promotion during the first year. We will spend 30% of the

26、money on advertisements on the newspapers Internet and televisions. Then 40% of the money will be payed for the sales-promotion, especially outdoor promotion, such as billboards,posters ,trade show publicity and electric displays, to increase customer awareness and the sales of a firms product or se

27、rvice. All of the sales promotion can reach a vast captive audience of all types with colorful and eye-catching. Chapter 6 Money and Banking 1. I think plastic money is really money. Money is a key element in economic and business activities and has been the theme of many witty remarks. To us, money

28、 is nothing but the currency of a country. To economists, money is a subject for study and, for something to be money; it must at least have the following characteristics: portability, divisibility, stability, durability and acceptability. First of all, money must be light in weight and easy to carr

29、y. Second, it must be easily divisible into smaller parts with a fixed value for each unit. Third, money must be stable in value, and this is best understood in times of inflation. Fourth, money must be able to stand the wear and tear of repeated transactions during its life in circulation. Last, fo

30、r money of a country to function at all, it must be made legal tender for that country by its government and be acceptable to the public. As plastic money has all the characteristics of money, though its not made of paper, it still can be caller really money. 2. Easy to carry and convenient. Credit

31、card has VISA or MasterCard logo, in a foreign country can be directly brush calorie of consumption, and a cash or cash will first exchange; In addition, by credit card booking the ticket and hotel, telephone or Internet shopping and rent a car and so on is also very convenient, and might not have t

32、he cash benefits - because credit card in addition to direct the brush has a preliminary license function; And there is no no change in embarrassment. Safe, Clean and healthy. As we all know that cash flow is bigger and bigger, coin of bacteria is one can imagine, but in addition to their credit card is a few cashier touched - even if the cred