自考《工商导论》资料

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1、Settingupabusiness:建立一个公司：独资企业；合资企业；公司；授权经营1.SoleProprietorship:（Asoleproprietorshipisabusinessownedandcontrolledbyoneperson.）A:SimpletoEstablish;FreeinDecision-Making;EasytoKeepOpreationalandFinancialSecrecy;LessTaxburden;ExclusiveUseofProfits.D:UnlimitedL

2、iability;LimitedAccesstoCapital;LimitedManagerialExpertise.2.Partnership(Thosewhobelievethat”twoheadsarebetterthanone”oftenchooseworkinginapartnershipratherthanrunningtheirbusinessalone)A:ImprovedAccesstoCapitalandCredit;GreaterPossibilityforGoodManagement;

3、DefiniteLegalFramework;BetterProspectsforGroweh.D:UnlimitedLiability;InternalConflicts;ProblemofContinuity.3.Corporation:A:LimitedLiability;EasytoExpand;SeparatedOwnershipandManagement;Continuouslife;D:DoubleTaxation;HighOrganizingCosts;LackofSecrecy.4.Fran

4、chising:A:Instantcustomerrecognition;stillenjoysomeindependenceasasoleproprietor.D:Donotguaranteesuccess;sacrificesomeindependence.Marketing:anoverview1.TheFunctionsofMarketing营销的功能：（findtheneedsoftheconsumersandsatisfyingthem）MarketingResearch;Acquiring;Se

5、lling;Transportation;Storge;FinanceandCredit;RiskTaking;StandardizationandGrading.2;TheMarketingMix营销组合：ProductPricePromotionPlaceMarketSegmentation市场细分：GeographicVariables;DemographicVariables;PsychographicVariables;Produce-useVariables3.Typesofproducts产品分

6、类：ConsumerProducts;IndustrialProducts4.DevelopmentofNewProducts:GeneratingNewProduceIdeas;Screening;Development;Testing;Commercialization5.ProductLifeCycle产品的生命周期：Introduction,Growth;Maturity;Decline.PricingObjectives定价的目标:Prodit-OrientedObjectives;Sales-Or

7、ientedObjectives;Follow-the-LeaderObjectives.PrincingStrategies定价策略:SkimmingStrategy;PenetrationStrategy;LossLeaderPricingStratrgy;OddPricingStrategy;PriceLiningStrategy.Wholesalers批发商1.Retailers零售商:DepartmentStoeres;DiscountSrores;Supermarkete;Hypermarkets

8、;GeneralStoers;SpecialtyStores;Door-to-DoorSellers;Mail-OrderHouses;VendingMachines;VirtualStores.2.TheCostandValueofMiddlemen中间商的价值TimeUtility;PlaceUtility;OwnersshipUtility;InformationUtility;FormUti