工商导论 1-5 run your own business 6-10 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, cellphones, computers and air conditioners. We strongly realize it when there’s 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 corporation ? My business will be a sole proprietorship. The advantages of sole proprietorships are many fold. The following are their major appeals. First of all, it’s simple to establish. Just pay a small fee, get the necessary state and local licenses or permits. Secondly, it’s more freer in decision-making. 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, it’s easy to keep operational and financial secrecy. I don’t have to report to shareholders or board directors. Fourthly, it’s less tax burden. The tax rates for sole proprietors are often only half of those for corporations. Last but not least, it’s exclusive use of profits.if I work hard and make a small fortune, I can take all the profits and don’t have to share them with anyone else. Chapter 2  Marketing: An 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 reasonable 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 cards. 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 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 situation 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 reasonable 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 determined 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 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 competitors? The unique features of my products could be protected from competitors . The electrical appliance and goods we offer are of high 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 from competitors . Chapter 4  Channels  of  Distribution 1. How will your business distribute the products to the customers? a. Virtual stores. We’ll also 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 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 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 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. We’ll 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 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 homes 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 distribution 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 transportation 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 products. Advertising :product advertising and institutional advertising. a. Internet .We’ll 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 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 audience 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 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 firm’s product or service. 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 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 carry. 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, for 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 it’s not made of paper, it still can be caller really money. 2.   Easy to carry and convenient. Credit 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 the 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 credit card dirty, still can clean disinfection. Facilitate financial Credit card bill in the future we will receive a paper or electronic mail forms of consumption detailed bill, from the bill, we can clear their own in last month's consumption and expenditure. 3. Blind consumption Brush card not like cash that a piece of a money flower out, a brush, nothing feeling, a few Numbers, lead to blind consumption, spend money like water Stolen brush Credit card basically the default password is free credit card consumption, it can easily be lost or stolen in when others stolen brush, cause needless trouble or loss; But in fact the credit card is also by the password can apply for credit card consumption - this is about to see how you manage your credit card. Easy to lose. It is just a small card, and sometimes even if you lost it, you still can’t find the fact after a long time. 4.    With an increases market share, Hongya cannot only squeeze out the rivals, but also consolidate its own position. 1. After increasing modes of payment, the customers of Hongya increased rapidly. Nowadays, people prefer to carry credit cards instead of much money. Since Hongya started accepting different modes of payment, 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. Yes. The new modes of payment have potential risks. They sold commodities on credit. It is possible for them not to collect the account payable from their customers. Some customers may not pay back the money when they are not satisfied with the service or quality of goods. When customers make open account. Hongya should know about their credit and also make them do some promises. 3. I do not think it will be widely adopted in China. First of all, there are some areas which is not developed enough to use credit. There is not enough equipment and some people even do not have all kinds of cards. Chapter 7  Financing 1.Without money , Ralph can not buy a much needed pick-up and his financial plan was destroyed. He can not improve the store’s delivery as planed. 2.If the bank does not change its decision, Ralph can borrow from his friends or family members. He can also transfer his other expenditures. He can even buy the pock-up through a open account. Take his equipment as collateral to solve the problem. 1.Setting up his own manufacturing facilities is more advantages. Now that their business has enlarged and they also have enough capital to set up their own manufacturing factory. They can do it by themselves. It not only makes profits but also produce commodities that meet their demands. No other people know more their garments of their own brands than themselves. 2.Using other investors’ funds as equity is more beneficial to Hongya. Hongya need not pay back the money and the investors also decrease the liabilities and risks of Hongya. If Hongya use bank loans as debts. It must pay back in the line of credit and also pay back the interests. 3.There are two types of loans; secures and unsecured. Hongya can put up collateral to make secures loan. We know that Hongya has had amount assets. Hongya can also make revolving credit agreements. Another option is short term fund raising. This type of loan is at a low interest rate.  Chapter 8    Accounting 1. I think clients should be punished if they make late payment. But I do not believe the seller can do in this way. First of all, he earns money from his clients. If clients are not satisfied with his behavior. They will choose other partners. For his own sake, he can not do that. If he really takes this measure, there may be more clients not make the payment. In order to make a win-win condition, he should not take this measure. It depends. Clients with long-term relationship should not be punished for late payment by carelessness for the sake of the continual business trade in the future. But clients who make late payments for many times should be punished according to what have been stipulated in the contracts. 2.It is a good way to encourage clients to make early payment. This can motivate clients to make payments as soon as possible, consequently, provides ample space for the company’s future development with collected capital.