1 工商管理导论讲义-2010920.doc

Lecture 1Setting Up a Business.Objectives and Tasks Be familiar with the major forms of business. There are four, namely, sole proprietorship, partnership, corporation and franchising. Know the advantages and disadvantages of the different forms of business. Memorize the related technical terms. Major contents There are four major forms of business in a market economy: Sole proprietorship, partnership ,corporation and franchising. 1.Sole Proprietorship Definition A sole proprietorship is a business owned and controlled by one person.Advantages Simple to Establish Freer in Decision-Making Easy to Keep Operational and Financial Secrecy Less Tax Burden Exclusive Use of ProfitsDisadvantages Unlimited Liability Limited Access to Capital Limited Managerial Expertise2.Partnership Definition A partnership is an association of two or more persons to carry on as co-workers of a business for profit. (By the US Uniform Partnership Act.)Advantages Improved Access to Capital and Credit Greater Possibility for Good Management Definite Legal framework Better Prospects for GrowthDisadvantages Unlimited Liability Internal Conflicts Problem of Continuity3.Corporation General Introduction If your business keeps growing and needs huge sums of capital, you may have to choose a different form. To form a corporation, at least three incorporators are needed. All the incorporators are limited liabilities. A corporation is a legal person. incorporators electdirectorate (Board Chairman, CEO) electpresidentAdvantages Limited Liability Easy to Expand Separated Ownership and Management Continuous LifeDisadvantages Double Taxation High Organizing Costs Lack of Secrecy4.A Special Form: Franchising Definition Franchising is a licensing agreement, under which the franchisor grants the franchisee the right to sell or use the formers products, service or method in return for a royalty from the latter. The franchisor also assists the franchisee in financing, selecting, business site, organizing, training, purchasing, advertising and other management activities. It is an agreement/arrangement, whereby a business owner called franchisor, allowed other franchisees to use its trade mark, trade names, or copy rights under specific conditions.Advantages Instant Recognition Enjoying some Independent as a Sole Proprietor Receiving Training Guidance Less Difficulty Getting Bank LoanDisadvantages The Franchise Fee Might be So High Less Control.Business Expressions.1.setting up a business2.students of business3.account for4.sole proprietorship5. partnership6.corporation7.franchising8.license/permit9.shareholder10.board director11.business strategy12. financial information13.unlimited liability14.business assets15.managerial expertise16. marketing17. Uniform Partnership Act18. share profit and losses19. dissolution20. divide assets21. law firms22. accounting firms23. real estate firms24. general partner25. limited partner26. sources of capital27. extend credit28.raise fund29. go broke/bankrupt30. withdraw capital31. sales revenues32. legal person33. bonds/ securities34. collateral/mortgage35.the termination of the business36. dividends37. income taxes 38.double taxation39.corporation charter40. industrial relations Chapter 2Marketing: an Overview.Objectives and Tasks To know the functions of marketing. To know the contents of the marketing mix. To know “what is market segmentation?”.Major contents 1.What is marketing?1) Interpretations of marketinga). “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” (Philip Kotler)b). Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer.c). Marketing is getting the right goods and services to right place at the right time at the right place with the right communication and promotion.2). What is the aim of marketing? “The aim of marketing is to make selling superfluous so well that the product or service fits him and sells itself.” (Peter Drucken)2. The Functions of Marketing Marketing function are those inescapable economic activities found through out the marketing system, three major categories: 1) Exchange a). Buying b). Selling concerned with the exchange of goods form seller to buyer2). Physical Distributiona) Transportationb) Storage Concerned with the movement of goods from the place of production to the point of consumption and with the safekeeping of goods in depository.3) Facilitating (辅助)a) Financingb) Marketing research and informationc) Risk Takingd) Product standardization and grading concerned with the function that aid in the performance of the other functions3. The Marketing Mix The marketing mix is a set of guidelines or decisions combined with the marketing activities to form purposeful marketing plans and strategies. Components of the marketing mix that compose a cohesive marketing program can be illustrated as follows: -Product: a good, service, or idea to satisfy the consumers need.-Price: what is paid for the product.-Promotion: a means of communication between seller and buyer.-Placing: a means of getting the product into the consumers hand.They are called the four Ps a useful short-hand reference to the marketing mix.4. Market Segmentation Dividing a market into segments according to customers needs , wants and interest is called market segmentation. Factors of market segments1) Geographic Variables2) Demographic Variables3) Psychographic Variables4) Product-use Variables.Business Expressions1. product-oriented 2. white elephant3. bulk buying 4. discount price5. marketing mix 6. channels of distribution7. customer value 8. customer satisfaction9. value chain 10. supply chain11. marketing network 12. product concept .Items to be checkedUnderstand the functions of marketingUnderstand the 4Ps of marketingUnderstand the factors of market segmentationsChapter 3Products and Pricing.Objectives and Tasks To know the procedures in development of new products. To understand the strategy of pricing. Major Contents1. Definition of product :A product is a good, service, or idea consisting of a bundle of tangible and Intangible satisfactions that a consumer receives in exchange for money.2. Product is a commodity or service that satisfies a customers needs3. 菲利普。科特勒：可提供于消费市场上，以引起留意，获取,使用，并满足欲望或需要的一切东西。Types of products Two categories: Consumer products and industrial products A. Consumer products: Goods and services for use by consumers are called consumer product1. convenience goods2. shopping goods3. specialty goodsB. Industrial Products Industrial products are goods and services purchased by businesses to produce consumer or other industrial products Development of New Products1.Generating New product Idea （新产品）创意构思2.Screening 筛选3. Development 研制，开发4. Testing 试销5. Commercialization 上市（投放市场）Product Life Cycle Five stages:1. introduction stage2. growth stage3. maturity stage4. saturation stage5. decline stagePricing 1. Nature and importance of Pricing Definition of Price : Price is the money or other consideration (including other products and services) exchanged or the ownership or use of a product or service. Pricing is a critical marketing decision in that price has an immediate impact on a firms profits.Profit Equation profit= (unit pricequantity sold) total cost2. Identifying Pricing Constraints and ObjectivesA. Identifying Pricing Constraints1). consumer demand2). stage in the product life cycle3). single product versus a product line4). cost of producing and marketing the product5). types of competitive markets1. Pure monopoly 2. Oligopoly 3. Pure CompetitionB. Identifying Pricing Objectives1). Profit2). Sales3). Market share4). Unit Sales5). Survival6). Social ResponsibilityBreakeven Analysis Break-even point (in units)= Total fixed costs (price-variable cost)Definition: Break-even Analysis is a technique that analyzes the relationship between total revenue and total cost to determine profitability at various levels of output.Pricing strategies1. skimming strategy2. penetration strategy3. loss leader pricing strategy4. odd pricing strategy5. price lining strategy. Business Expressions1. intangible attribute 2. consumer product3. convenience goods 4. shopping goods5. specialty goods 6. industrial product7. feasibility 8. marketability9. pilot model 10. commercialization11. equilibrium price 12. break-even13. fixed costs 14. variable cost15.double-edgesword 16. skimming strategy17. penetration 18. toss leader pricing strategy 19.odd pricing strategy 20 price lining strategy21. price sensitive 22. pricing war .Items to be checked Be familiar with the procedures in development of new products. Be clear about the strategy of pricing. Memorize the related business expressionsChapter 4Channels of Distribution.Objectives and Tasks 1.Have a clear idea about the nature and importance of marketing channels. 2. be familiar with different intermediaries (middlemen) and functions performed by them. 3. know the different types of shops. 4. know the modes of transportation. major contents A. Defining marketing channels of distribution Function of distributionMarketing Channels make possible the flow of products and services from a producer, through intermediaries, to a buyer. Intermediaries go by a variety of names: 1.middlemen: Any intermediary between manufacturer and user markets. 2.Agent or broker : Any middleman with legal authority to act on behalf of the manufacturer.Agents work as manufacturers sales representatives on a relatively permanentbasis, while brokers work as go-betweens for sellers and buyers on a deal-by-deal basis. 3.wholesaler: A middleman who sells to other middleman, such as retailer; usually applies to consumer market. 4.Retailer: A middleman who sells to consumers. 5. Distributors: Usually used to describe a middleman who performs a variety of distribution functions, including selling, maintaining inventories ,extending credit,and so on. 6.Dealer: an imprecise term that can mean the same as the distributor, retailer, wholesaler,and so forth. Virtually synonymous with middleman.B. Functions performed by intermediaries Intermediaries make possible the flow of products and services from producers to buyers.1.Time Utility2. Place Utility3. Ownership Utility4. Information Utility5. Form Utilitya) Transactional Functions involving-buying-selling-risk takingb). Logistical (distribution) function involving-assorting : creating product assortments from several sources to serve customers.-storing-sorting (repacking)-transportingc). Facilitating Functions involving-financing-grading-feedbackC. RetailingA). By lines of goods handled已经营品种分类1.General-merchandise stores一般商店(杂货铺)department store, general store, discount store. 2.Single-line stores 专业店(经营商品类型单一的商店，如体育用品商店，照相器材店等)3.Specialty stores 特品店.B). By ownership 以所以权分类1.independents 个体店2. chain stores 连锁店3. voluntary chains 自愿连锁店C). By Geographic Location 以地理位置分类1. neighborhood shopping center 邻里商业中心2. community shopping center 社区商业中心3. regional shopping center 地区商业中心D). By type of Operation 以运作方式分类 1. In-home or Direct selling家居销售与直销 2. Catalog selling 目录销售 3. Electronic sales (E-sales) 电子销售D. Distribution Channels 分销渠道 1.Channels for Consumers Goods 消费品分销渠道 2. Channels for Industrial Goods工业品分销渠道E. Modes of Transportation1.Marine Transportation a. Conference Line Vessels 海运公会班轮 b. Non-Conference Line Vessels 非海运公会班轮 c. Tramp Ships 不定期货船 d. Charter Ships 包租赁船2.Air Transportation3.Overland Transportation4. Pipeline Transportation. Business Expression1.wholesaler 2. retailer 3. discount store4. general store 5. specialty store 6. mail-order-house 7. vending machine8. virtual store 9. agent10. broker 11. distribution channel12. channel level 13. intensive distribution14. exclusive distribution 15. selective distribution16. distribution center17. distribution18. stock control19.wheel of retailing 20. chain store. Items to be checked Be clean about the functions of middlemen Memorized the related business expressionsChapter 5Promotion.Objectives and tasks1. Know objectives and functions of advertising.2. Be familiar with the major types of advertising media.3. To remember personal selling process and modes of sales promotion.major contentsThe definition of advertising: advertising is a paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.purposes : Advertising is used to publicize anew product, or to remind the public that a product is still around or, most commonly, to show the advantages, utilities, and features of a product in comparison with rival products.functions: 1. to inform 2. to persuade 3. to remindObjectives: 1.to provide information 2. to create interest 3. to persuade 4. to generate immediate salesTasks: the AIDA formula AIDA is derived from the first letter in each of the major tasks of advertising: to attract Attention , to draw Interest, to create Desire and to prompt Action.Promotion Mix: The combination of the promotional tools is called the promotion mix. Tools that are commonly used for promotion are advertising, sales, promotion,personal selling, public relations,publicity,etc.There are two types of advertising: Product advertising and institutional advertising. The former focuses on individual products while the latter is used to create a positive image for an organization.The major types of advertising media: 1.newspaper 2. television 3. radio 4. direct mail 5. magazines 6.internet 7. outdoor8. othersPersonal selling The selling process can be broken into the following seven steps.1.To Prospect 物色（潜在顾客）2. To Qualify 确认3 To Approach 接触（顾客）4. To Make Presentation 演示5. To Handle Objection 处理（顾客）不同意见6. To Close 成交7. To Follow-up 售后跟踪The purpose of sales promotion is to create consumer awareness and push sales of a firms product or service.Modes of Sales Promotion1.point-of-sale displays2.speciaty advertising3.contests4.sweepstakes5.coupons6.permiums7.trade stamps8. trade shows9.sponsorshipPublic relations and publicity Public relations is a tool with which a firm builds good will among the public and maintains a positive image of itself. Publicities refers to new reports about firms goods, services , or the firm itself. Business Expressions1. promotion mix 2. product advertising3. institutional advertising 4.outdoor billboard5.yellow pages 6. advertising agency7. make presentation 8. handle objections9. point-of-sale displays 10.sweep stakes11. coupon 12. trade stamp 13. trade show 14. public relation15. publicity 16. word of mouth17. marketing database 18. advertising objective19. information advertising 20. media vehicles21. allowance22.sales-force management23. sales quota24. price packs. Items to be checkedChapter 6Money and Banking.Objectives and TasksTo understand the importance and characteristics of money.To know the functions of money.To be familiar with the types of money and the financial systems.Major contents 1.what is money? Money is something that people accept aspayment for a good on service. It must be generally acceptable to those who are exchanging goods and services in markets. 2. Characteristics of moneya. stability (of value) 稳定性b. scarcity 稀缺性c. portability 便携性d. durability 耐用性e. uniformity 统一性f. Divisibility 可分割性g. Acceptability 合法实用性3.Functions of money a. Money serves as a medium of a exchange 交换媒介的作用 b. Money serves as unit of a count 价值尺度 c. Money serves as a standard of deferredpayment 延迟支付的标准 d. Money serves as a store of value储藏价值 4.Types of moneya.M-1: 狭义货币The most common definition of money is M-1, which include the most liquid (spendable), forms of money: currency, demand deposits,and other “checkable” deposits. b.)M-2广义货币 A broader definition of money is M-2, which consists of everything in money M-1 plus time deposits, money-market mutual funds and other items, which cannot be spent directly but can be easily converted to spendable forms.5.The financial system In the US, this system is made up of commercial bank saving and loan associations, mutual saving banks,credit unions, and insurance companies.Commercial banks Services provided by commercial banks1.)taking in deposit2.)making loans3.) providing services in currency exchange,letters of credits and bankers acceptance.4.)issuing credit cards5.)financial counseling 6.Saving and Loan Associations Savings and Loan Associations1储蓄与贷