工商导论-1-5-run-your-own-business-------6-10-课后题

1、Chap ter 1Sett ing Up a Busin ess1. In which field will you set up your bus in ess?With the devel opment of the scie nee and tech no logy, many traditi onal goods have bee n dis placed by electrical app aratus. Almostly we do any thi ng by using electricity, such as electric cookers, cell phones, co

2、mputers and air conditioners. We strongly realize it when there's something wrong with electricity. So I want to set up my bus in ess ,buildi ng a sup ermarket, in the field of electrical app lia nee and electr onic goods.2. Will your bus in ess be a sole prop rietorsh ip, a partn ersh ip, or a

3、corpo rati on ?My bus in ess will be a sole prop rietorshi p. The adva ntagesof sole prop rietorshi ps are many fold. The followi ng are their major app eals.First of all, it s simple to establish. Just pay a small fee, get the n ecessary state and local lice nses or p ermits.Secon diy, it'smore

4、 freer in decisi on-mak ing. As a sole prop rietor ,I can make my own decisi ons on bus in ess p olicies and op erati ons, such as the type of goods or services I want to offer at the p rice I feel approp riate.Thirdly, it seasy to keep operational and financial secrecy. I donhave to rep ort to shar

5、eholders or board directors.Fourthly, it s less tax burden. The tax rates for sole proprietors are ofte n only half of those for corpo rati ons.Last but not least, it' exclusive use of p rofits.if I work hard and makea small fortune, I can take all the profits and don' have to share themwith

6、 anyone else.Chap ter 2Market ing: An Overview1. How would your bus in ess offer adva ntages over comp etitive firms?The adva ntages of my bus in ess are many fold. The followi ng are themajor app eals.a.Guara nteed authe ntic goods of high quality and reas on able p rice. Theelectrical applianee an

7、d goods we offer are of high quality andreas on able p rice. Any sec on d-ha nd goods or cop ycat cell phonescannot be found in my market.we sell guara nteed authe ntic good.b.Some pro motio nal activities .We can offer some kinds of free giftswhe n con sumers buy my goods. If they con sume a certa

8、in amount ofmon ey, they can register for membershi p cards.c.Better after-sale service. We will offer better after-sale service free ofcharge to en sure the satisfacti on of my con sumers.2. Does your bus in ess have factors which could make your reve nue loweror expen ses higher tha n what you exp

9、 ect?a. Low repu tati on of a new brand. My bus in ess as a new comer to thisfield lacks high repu tati on and bra nd effect, there are not manycon sumers at first.b. Some copycat electronic goods of cheeper price and poor quality inother comp etitive firms. These goods will attract con sumers a lot

10、 atvery low p rice at first,my bus in ess will be in a poor situati on whichmakes my reve nue lower .Chap ter 3Products and P ric ing1. How is the products you plan to offer is different from those offered by your comp etitors?a. Guara nteed authe ntic goods of high quality and reas on able p rice.T

11、he electrical applianee and goods we offer are of high quality and reas on able price. Any sec on d-ha ndgoods or cop ycat cell phones cannot be found in my market.we sell guara nteed authe ntic good.b.Better after-sale service. We will offer better after-sale service free of charge to en sure the s

12、atisfacti on of my con sumers.2. How will the pricing of your products be determined compared with those of comp etitive p roducts?First, marketing research .Collecting and analyzing the price of competitive products to identify consumers purchasing power and buying abilities. Then decide the p rice

13、 that the customers can acce pt.Also we can set the price the same as those of competitive 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 comp etitors?The unique features of my products could b

14、e protected from competitors . The electrical applianee and goods we offer are of high quality and reas on able p rice. Any sec on d-ha nd goods or cop ycat cell phones cannot be found in my market.we sell guara nteed authe ntic good. Also we will offer better after-sale service free of charge to en

15、 sure the satisfaction of my consumers. The unique features of my products could be p rotected from comp etitors .Chap ter 4 Chann els of Distributi on1. How will your bus in ess distribute the p roducts to the customers?a. Virtual stores. We' also represent my goods on the Internet bysetting up

16、 virtual stores. My consumers can make inquiries, checksp ecificati ons, comp are p rices, p lace orders and make p ayme nt, allthrough the Intern et, thus mak ing my goods shopping much efficie ntthan the traditi onal modes.b. Direct selling. Home appliances and electrical goods can be solddirectly

17、, which invoIves selling to consumers in their homes orwork places. This appr oach can fully dem on strate the features of thep roducts and en able direct and on e-to-one con sultati on to prosp ectivebuyers.c. Multilevel marketing. MLM has been popular around the would inselling a wide variety of p

18、roducts. Hundreds of downiiners ,thecommissi ons can be quite sizable.d. Supermarkets are large stores featuring low prices, self-service andfast moving mercha ndise such as groceries.2. Could your p roducts be distributed more efficie ntly and at lower costs?My p roducts could be distributed more e

19、fficie ntly and at lower costs.We' rep rese nt my goods on the In ter net by sett ing up virtual stores. My consumers can make inquiries, check specifications, compare prices, p lace orders and make p ayme nt, all through the In ternet, thus mak ing my goods shopping much efficie nt tha n the tr

20、aditi onal modes.And home app lia nces and electrical goods can be sold directly, which invo Ives selli ng to con sumers in their homes or work places. This app roach can fully dem on strate the features of the p roducts and en able direct and on e-to-one con sultatio n to prosp ective buyers.Also c

21、on sumers can buy my goods in my sup ermarket.So my p roducts could be distributed more efficie ntly and at lower costs.3. Whether the cost of distribution of your products will be affected substa ntially if p rice of utilities or transp ortati on go up by a big margin.The cost of distributi on of y

22、our p roducts will be affected substa ntially if p rice of utilities or tra nsp ortatio n go up by a big margi n. The nu merous functions the utilities or transportation perform, physical distributionaccounts for almost 30% of the total costs of marketing, if price ofutilities or transp ortati on go

23、 up by a big margin, the cost of distributi on ofyour p roducts will be affected substa ntially .Chap ter 5Pro moti on1. Describe the promotional mix for your products.Advertis ing :p roduct advertis ing and in stituti onal advertis ing.a.Internet .We' represent my goods on the Internet by setti

24、ng upvirtual stores. My con sumers can make inq uiries, check sp ecificati ons,compare prices, place orders and make payment, all throughtheb.Internet, thus making my goods shopping much efficient thantraditi onal modes.News papers and televisio n. Put my goods' in formatio n onthethen ews pap e

25、rs .ADs in the n ews pap ersca n be cli pped and saved,alsothey are low in cost and can be prep ared and p laced withi n minimumtime. Televisi ons can reach a vast cap tive audie nee of all types withc.colorful and eye-catchi ng.Outdoor sales pro moti on. Billboards ,p osters ,trade show p ublicity

26、andelectric dis plays are the major forms of outdoor advertis ing.2. Estimate the amount of money that will be allocated for promotion duri ng the first year.We will spend 30% of the money on advertiseme nts on the n ews papersInternet and televisions. Then 40% of the money will be payed for thesale

27、s-pro moti on,esp eciallyoutdoorpro moti on,such as billboards ,p osters ,trade show p ublicity and electric dis plays, to in crease customer aware ness and the sales of a fir' product or service. All of the sales promotion can reach a vast captive audienee of all types with colorful and eye-cat

28、chi ng.Chap ter 6 Money and Banking1. I think plastic money is really money. Money is a key element in econo mic and bus in ess activities and has bee n the theme of many witty remarks. To us, money is nothing but the currency of a country. To econo mists, money is a subject for study and, for somet

29、hi ng to be money;it must at least have the followi ng characteristics: p ortability, divisibility, stability, durability and acce ptability.First of all, money must be light in weight and easy to carry.Secon d, it must be easily divisible into smaller p arts with a fixed value for each un it.Third,

30、 money must be stable in value, and this is best un derstood in times of in flati on.Fourth, money must be able to stand the wear and tear of repeated tran sacti ons duri ng its life in circulati on.Last, for money of a country to fun cti on at all, it must be made legal ten der for that country by

31、its gover nment and be acce ptable to the p ublic.As plastic money has all the characteristics of money, though it ' not made of pap er, it still can be caller really money.2. Easy to carry and convenient.Credit card has "VISA" or "MasterCard" logo, in a foreig n country can

32、be directly brush calorie of consump ti on, and a cash or cash will first exchange; In addition, by credit card booking the ticket and hotel, tele phone or Internet shopping and rent a car and so on is also very convenient, and might not have the cash ben efits - because credit card in addition to d

33、irect the brush has a "preliminary license" function; And there is no no cha nge in embarrassme nt.Safe, Clea n and healthy.As we all know that cash flow is bigger and bigger, coi n of bacteria is one can imagi ne, but in additi on to their credit card is a few cashier touched - eve n if t

34、he credit card dirty, still can clea n dis in fecti on.Facilitate finan cialCredit card bill in the future we will receive a paper or electronic mail forms of consump ti on detailed bill, from the bill, we can clear their own in last mon th's consump ti on and expen diture.3. Bli nd consump ti o

35、nBrush card not like cash that a p iece of a money flower out, a brush, nothing feeli ng, a few Numbers, lead to bli nd consump tio n, spend moneylike waterStole n brushCredit card basically the default password is free credit card consump ti on, it can easily be lost or stole n in when others stole

36、 n brush, cause n eedless trouble or loss; But in fact the credit card is also by the p assword can apply for credit card consump ti on - this is about to see how you man age your credit card.Easy to lose. It is just a small card, and sometimes eve n if you lost it, you still can ' t find the fa

37、ct after a long time.4. With an in creases market share, Hon gya cannot only squeeze out the rivals, but also con solidate its own po siti on.1. After increasing modes of payment, the customers of Hongya in creased rapi dly. Nowadays, people prefer to carry credit cards in stead of much money. Since

38、 Hongya started accepting different modes of p ayme nt, customers believe that their level is high and they attract more purchasers.Especially Hongya accepts buying on credit for the regular customers. So they gained more market share.2. Y es. The new modes of p ayme nt have poten tial risks. They s

39、old commodities on credit. It is po ssible for them not to collect the acco unt payable from their customers. Some customers may not pay back the money whe n they are not satisfied with the service or quality of goods.Whe n customers make open acco unt. Hon gya should know about their credit and als

40、o make them do some pro mises.3.1 do not thi nk it will be widely adop ted in China. First of all, there are some areas which is not devel oped eno ugh to use credit. There is not eno ugh equipment and some people eve n do not have all kinds of cards.Chap ter 7 FinancingI.Without money , Ralph can n

41、ot buy a much needed pick-up and his finan cial plan was destroyed. He can not improve the store as planed.2.If the bank does not cha nge its decisi on, Ral ph can borrow from his friends or family members. He can also tran sfer his other expen ditures.He can eve n buy the p ock- up through a open a

42、cco unt. Take his equipment as collateral to solve the p roblem.I.Setting up his own manufacturing facilities is more advantages.Now that their bus in ess has enl arged and they also have eno ugh cap ital to set up their own manu facturi ng factory. They can do it by themselves. It not only makes pr

43、ofits but also produce commodities that meet their dema nds. No other people know more their garme nts of their own bra nds than themselves.2.Using other investors funds as equity is more beneficial toHon gya. Hon gya n eed not pay back the money and the inv estors also decrease the liabilities and

44、risks of Hon gya. If Hon gya use bank loa ns asdebts. It must pay back in the line of credit and also pay back the in terests.3. There are two types of loa ns; secures and un secured. Hon gya canput up collateral to make securesloa n. We know that Hon gya has had amount assets. Hongya can also make

45、revolving credit agreements.Ano ther op ti on is short term fund raisi ng. This type of loa nis at a low in terest rate.Chap ter 8Acco unting1.1 thi nk clie nts should be puni shed if they make late p ayme nt. But I donot believe the seller can do in this way. First of all, he earns money from his c

46、lie nts. If clie nts are not satisfied with his behavior. They will choose other partn ers. For his own sake, he can not do that. If he really takes this measure, there may be more clie nts not make the p ayme nt.In order to make a wi n-win con diti on, he should not take this measure.It depen ds. C

47、lie nts with Ion g-term relati on shi p should not be puni shed for late p ayme nt by careless ness for the sake of the continual bus in ess trade in the future. But clie nts who make late p ayme nts for many times should be puni shed accord ing to what have bee n st ipu lated in the con tracts.2.It

48、 is a good way to en courage clie nts to make early p ayme nt. This canmotivate clients to make payments as soon as possible, consequently, provides ample space for the company' suture development with collected cap ital.3. We can give some p refere ntial p olicies to clie nts if they make early

49、p ayme nt. For exa mple, we can make a preferen tial p rice or give them commodities free of charge as a reward to en courage early p ayme nt. To en sure an early p ayme nt, strict and clear st ipu lati on in the con tract, such as the maturity date of LC and clauses on claims for breach of con trac

50、t, is esse ntial. I n additi on, mai ntai ning good relatio nship with clie nts in daily life can also facilitate a prompt p ayme nt.Hon gya Bala nee sheetASSETS(RMB)Current assetsLIABILITIES AND OWNER ' EQUIT Y(RMB)Curre nt liabilitiesCash1,100,000Accts &no tes p ayable1,115,000Acct &no

51、 tes receivable 830,000Accrued wages378,000Inven tories2,000,000In come taxes due1,387,710Total curre nt assets 3,930,000Total curre nt liabilities2,880,710Fixed assetsLon g-term Liabilities1,000,000Furn iture6,420,000 Total lo ng-term liabilities1,000,000Less: Accumu. Dep reciati on 6,050,000 Total

52、 liabilities3,880,710Facilities6,050,000 Owner equity11,709,280Other AssetsTotal liabilitiesLess: Accumu. Dep reciation (1,210,000) StockTotal fixed assets10,618,000Sundry1,042,000and own er'equity 15,590,000Total other assets1,042,000Total assets15,590,000Hon gya In come Stateme ntRevenueGross

53、sales48,265,600Less: Sales returns and allowa nces 2,413,300Net sales45,852,300Cost of goods soldBegi nning inven tory1,430,000Purchases34,016,000Cost goods available for sale35,446,000Less: Ending inven tory5,280,000Total cost of goods sold30,166,000Gross p rofit15,686,000ExpensesMarketi ng expen s

54、es5,080,000(advertis ing, salaries for salesme n)Gen eral expen ses2,443,000(utilities, relit, etc)7,523,000Total expen sesNet in come before taxes8,163,000Less in come taxes1,387,710Net in come6,775,290(1) Average inventory=Beginning inventory + Ending inventory /2=1,430,000 + 5,280,000/2=3355000(2

55、)I nven toryturno ver二cost of goods sold / Average in ve ntory=30,166,000/3,355,000=10 turnsCurrent ratiocurrent assets/ current liabilities=3,930,000 /2,880,710=1.36times liabilities=3,930,000-2,000,000/2,880,710=0.67 timesQuickratio=curre ntassets-i nven tories/curre ntR1=负债 liabilities /资产 assets

56、=3,880,71/11,709,280=0.33Gross profit margin= gross profits/net sales=15,686,00/45,852,300 =34.2%Net p rofit margi n=net in come/ n et sales=6,775,29/45,852,300=14.7%Retur n on owners ' in vestme nt二Net in come / total owner' s equity=6,775,290/11,709,280=57.9%In other words, it takes Hon gy

57、a 6.6 days (365/55) on average to collect its receivables.3. Judgi ng from these figures, we may see that the inven tory and acco unts receivable tur no vers are pr etty high, in dicati ng a good and smooth op erati on in the firm. Net p rofit margin is comp aratively lower.Cha pter 9The Securities

58、Market1. The appropriate investment goal for the six clients should bemak ing certai n amount p rofits with the least risk, for I can see from their casesthat the origi nal principal is of vital imp orta nee for their normal life, consequently, in my opinion, the optimal investment po rtfolio should be least risky.2. If I were Simo