HND_经济学导论_outcome2_标答

H N D商法导论O u t c o m e2案例+答案(总5页)--本页仅作为文档封面，使用时请直接删除即可----内页可以根据需求调整合适字体及大小--Case study 1Samir sees a set of golf clubs displayed in a shop window for ￡500. He enters the shop and states he will take the clubs. The shopkeeper however says the clubs are no longer for sale. Samir is demanding that he be sold the clubs and at the price displayed.Identify the essential requirements of a contract and discuss whether a contract exists here.A contract is an agreement between parties having the capacity to make it, in the form demanded by the law, to perform, on one side or both, acts which are not trifling, indeterminate, impossible or illegal, creating an obligation enforceable in a court of law. A valid contract has three essential features: there must be a agreement on all material aspects; at least two contracting parties and legal obligations.A contract consists of an offer and an acceptance. If there is no offer in the first place then there can be no contract. The basic elements of a contract include an offer and an acceptance.In the case Samir sees a set of golf clubs displayed in a shop window for ￡500. He enters the shop and states he will take the clubs. But shopkeeper says the clubs are no longer for sale. Samir is demanding that he be sold the clubs and at the price displayed.According to this case we can say that these is not exist a contract. In the case that a set of golf clubs are exhibited in a shop window, thus it is not an offer. Because the goods displayed in a shop window as a invitation to treat, we can know that goods displayed in a shop window (even when priced) are classed as a willingness to negotiate on the shops part. Invitations to treat also is considered to inquiry the price of goods, means a party to invite the other person to make offers. Different an offer, a willingness to negotiate only as prepared to make a contract of behavior on the issue who is not legally binding. The customer will make the offer to buy the goods which the shop are perfectly within their rights to refuse. The invitations to treat are not legally classed as offers and therefore cannot be accepted.Before the party who gave off the invitations to treat could not accept the other people’s offers they can revocation, and then the contract is not build. When Samir asked to buy the golf clubs the shopkeeper refused hin, and there was no acceptance. So when the shopkeeper refused Samir which is a set of golf clubs are not the good for sale, it just be used as ornament, and attracted the consumers interested. So an offer in this case is not found, either nor contract consists of an offer and an acceptance, we can know that there is on offer and there is on contract.Case study 2Tom is the top salesman for ABC Motors. He has been offered a job by a rival company but is concerned because there is a clause in his contract which prevents him from working for any other car company for five years.Tom is the top salesman because he regularly tells potential customers what they like to hear rather than the facts. He has done this in relation to ages of vehicles, odometer readings and vehicle service histories.Tom recently completed a deal to buy a vintage sports car for ABC Motors from now discover that Barry (not his real name) had stolen the vehicle.Question 1What is a restrictive covenant Advise Tom as to the legality of the clause in his contract.You can refer to Bluebell Apparel Ltd v Dickinson (1980) on page 146Question 2How would you classify Tom’s statements to the customers and what are the possible consequences for Tom and ABC motors in relation to these statements You can refer to Smith v Sim(1954) on page 161Question 3What is the legal position with regard to the vehicle which Tom has purchased from BarryYou can refer to Morrison v Robertson(1908) on page 1531 Restrictive covenant is a agreement which restrict the party liberty to work and trade. Such contracts are VOID unless the restriction can be shown to be reasonable to both parties involved and to the general public. There are three types of restrictive covenants: contracts between employer and employee, contracts between sellers and purchaser of a business and ‘solus’ agreements. For all three types, the party attempting to enforce the agreement must prove that it is reasonable to both parties concerned and to the general public. If they are unable to do this then the contract will be considered void and unenforceable. (from the text bookP142-142) This contract are legality, and the restriction was fair in this contract. Because the relationship of Tom and ABC motor is employer and employee, when enter employment and employee may agree to some restriction being placed on his future employment or trade. Later the employee may feel the restriction is unfair and therefore he may break it. In such circumstances it would be up to the employer take him to court and seek an ‘interdict’ forbidding the employee to break the agreement. They will consider the factor the nature of the job the employee was doing(from the text book P142). If Tom worked for any other company within the validity period of the contract that he would be in a position to harm his ex employers.2 The 4 main causes of error are: innocent misrepresentation, fraudulent misrepresentation, negligent misrepresentation and concealment of facts. And Tom’s statements to customersclassify fraudulent misrepresentation,A false and material statement which induces a party to enter into a contract this is misrepresentation. Because he regularly tells potential customers what they like to hear rather than the facts and him without caring whether it is true or false. Fraudulent misrepresentation can lead a contract being madevoid if it involved these points,first is fraudulent misrepresentation causes error in the substantials. Second is the other party relied on the misrepresentation and it was a major influence on them entering the contract, third is the other party can offer restitutio in integrum. So the contracts between Tom and customers is void, he relied on the misrepresentation and it was a major influence on them entering the contract, thus customers can acquire compensation. Or cancel the contract or both of them.3 Tom brought a car from Barry,but Tom discovered that Barry had stolen the vehicle. And in this contract has a error which made the contract void, the Barry stolen the car but Tom did not know before him brought, so he can not get the car’s ownership. An error concerning the identity of the parties. Barry stolen the car so he haven’t ownership of this car and sold car, therefore, he can not give ownership to Tom, and Tom does not get the car’ ownership actually. And in this case Tom can only lodge a claim to Barry.Case study 3Martina recently attended an auction for the first time. She was very keen(渴望的) on a particular painting and when the bidding commenced（开始） she got so carried away that she bid much more than she intended. Martina won the auction but with fees（费用） and commissions（佣金） added on to the price, she cannot pay the full amount for the painting.Question 1What do you understand by the term ‘breach of contract’ Give two examples. Question 2List the main remedies available for breach of contract.Question 3What is the most appropriate remedy for the auctioneer（拍卖商） in this case 1、Where one party fails to fulfil his or her legal obligation under a contract.(from the text book P183)example1Tony and Jane have a contract where Tony will pay June $100 for her car and delivery. Tony pays the $100 but Jane fails to delivery.(from the text book P197) In this case study there has been a Breach of Contract by Jane as she has failed to delivery the car.Example2Shirley and Oliva have a contract where Shirley brought a cake from Oliva for her friend and asked Oliva sent the cake to her friend on 12th December 2012 , but on that day her friend did not receive the cake.In this case study there has been a breach od contract by Oliva as she failed to sent the cake.2、If there is a breach of contract then the innocent party will have the right to seek a remedy for the breach.(from the text book P184)Damages as a remedy for breach of contract. The object of awarding damages to someone is to place them in the position they would have been in had the contract been completed.So damages are really awarded as compensation- if the party has actually lost money as a result of the breach then he will be awarded ‘substantial’or ‘compensatory’ damages.In some cases no actually loss may have been incurred as a result of the breach. If is still possible that damages may be awarded for trouble and inconvenience-these are know as ‘nominal’ damages.(from the text book P185)Specific implement as a remedy for breach of contractSpecific implement is to stop someone for acting in breach of contract. So specific implement may be positive---forcing someone who has been in breach to fulfil their obligations or negative ---forcing someone who has been in breach to stop doing something. (from the text book P191-192)Rescission as remedy for breach of contract.Rescission means cancellation . With this remedy, the innocent party has the right to rescind(cancel) the contract if the other party has been guilty of a material breach of contract.The main factor to be considered is what is meant by a material of contract. Ifthe breach is not material but only partial then the right of rescission does not exist.Many contracts contains a number of conditions, some of which are more important than others.If the contract specifically states that some are material then breach of these will mean that rescission can be taken as a remedy.(from the text book P193-194)The Defensive Remedies for breach od contractThere are two defensive remedies that can be taken by the party who is not in breach.①Lien:If a person has possession(占有) of an article(物品) on which he has been employed to do work then he can refuse to return the article to its owner until payment is made for the work done.Example of situations where lien could be used as a remedy for breach of contract include:②Retention:This is the right to refuse to pay a debt which is due(到期的).Retention can only be used under the following two circumstances:ⅰwhere compensation can be pleaded.(债权确定、到期)ⅱwhere both claims arise under the sameWhat is the most appropriate remedy for the auctioneer（拍卖商） in this case 3、in this case the defensive remedies in the most appropriate method for the auctioneer. The defensive remedies include lien and retention, the auctioneer should take lien measure. If a person has possession of an article on which he has been employed to do work then he can refuse to return the article to its owner until payment is made for the work done.As a result of Martina won the auction but with fees and commissions added on to the price, she cannot pay the full amount for the painting, the auctioneer can keep the painting until Martina paid off the rest of money.。

Q1A) Market marketing is the plan and the execution of the commodity, the service and the creativity idea, the fixed price, the promotion and retailing, create conforms to the individual and the organizational goal exchange one kind of process. that is Human activity is wants through for exchangesto directed at satisfying needs, and business activity is concerned with providing goods and services to satisfy human wants and needs at a profit.B) Market marketing concept requirements planning and strategies should be all the businesses to consumers at the center, correctly determine the needs of the target market and lust, more effectively than competitors of provision required to meet the target market.The product concept is to show the enterprise is not through the development of the corresponding product market analysis and variety, but to improve quality, reduce cost as all activity centers, and thus expand sales, profits made such a management guiding ideology. Product not only pay attention to production quantity concept, but also pay attention to product quality, but it production center, don't pay attention to the market demand, don't pay attention to product sales, is the production of the concept of the later performance. The customary channel sales, when customer think of their good quality of product will seek to come.Q2A) The Marketing Mix is an important part of corporate marketing strategy, Controlled enterprise marketing measures to form a holistic activity. The main purpose of marketing is to meet the needs of consumers. Usually divided into 4P (product, price, promotion, place)B) the explanation of the Marketing mix of product: in 1986, Landed a company of wooden toys products target customer is pre-school market, wooden building bricks and jigsaws. Its products could only be sold to small toys shops that have very big limitation. However, with booming business and brighter prospect, its range of products has quickly enlarged. But for its formerproducts, it not on- ly added with dollshouses and wooded train sets,baronudght in “ CountryCousins ”books and a new range of pre -school books. its products are characterized by various types, complete specifications and best quality. All its products enjoys high celebrity made thiscompany bigger and bigger.The explanation of the Marketing mix of price: success stems from the reasonable pricing and good price control strategy, a reasonable price is very import in the market competition. In the case, on the early 1990s, Landed company rapidly flourished, and the Cousins ”b“ooCkosuntrywere sold at a premium. But and the “ Country Cousins ” books were sold at a premium. Besides,badly demand and high profit attract more and more cooperation entering this market, competition becomes much drastic. To gain a competitive edge, the company had to reduce its high price to a competitive level.The explanation of the marketing mix of promotion: the promotion has many methods, such as advertising, sales promotion, public relations, personal selling and direct marketing. In the case, Landed Company' s advertising department must be use the best promotion policy. The Landed Company and TV channel SC4 to keep the friendly relationship. The TV proposed a national airing and national launch Introduce company products and the popularity of the series. That make rise for the company's brand image and customers' awareness, Sales Have Rapid Growth.Place - refers to provide the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Can be various strategies such as intensive distribution, selective distribution, exclusive distribution. In the case, the company uses selective distribution. This involves one intermediary the retailer. This is probably most favoured by larger retailers such as supermarkets that have the power and resources to buy in larger quantities and enjoy the benefits that come with that, such as being able to offer lower prices. But now this company has a big problem, intermediary the retailer compels price drop. I think only through production-marketing integration can solve the problem.Q3For a privately owned beauty salon, its elements of the marketing mix refer to the followings: product, price, promotion, place, people, process and physical evidence.First, the product of privately owned beauty salon is its service, which opposes to a common product. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. The privately owned beauty salon offers service to customers, which is essentially intangible and does not result in ownership of anything. The Landed Toy Company products are goods.Second, price, as we know, price is one of the most flexible elements of the marketing mix. It will be affected by consumers, the trade and the competition. For example, if customers feel the price of the beauty salon is lower than others, most of them may choose this beauty salon, while the price of Landed Toys Company products changes with the situation they have in the market: set premium price (previous) cut the price (now) reducing price (future).Third, promotion is what a company say and do concerning products and services in order to persuade customersand markets to try them. The privately owned beauty salon not only uses advertising but communicates with customers to help them have a better understanding of the company. Landed Toys Company Landed did very little advertise at first, but now they use newspaper to promote its products originally.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of the beauty salon, you can buy in the salon or online. Landed Toy Company sells its products through a number of intermediates, nowadays it carries out with the idea of mail order selling.Fifth, people are part of the offering service. If the customers are satisfied with your service, it may have a positive effect on the development of your company. Sixth, processes mean caring about the quality, reducing the queuing systems and service delivery to ensure consistency of service. At last, physical evidence is the “ tangible pa”rt of the service, like the facilities in the beauty salon.Different from a Landed company, which distributes its products to its customers, beauty salon always has to get its customers to come to it. Those who come to the beauty salon are pursuing high quality services, although its price is higher. Therefore, beauty salon usually has relatively affluent target market and local promotions meeting the local demands. In this way, it is principal for a beauty salon to choose a right location.Q4 because for the environment in which an organization exits can affect industry or the individual organizations. An internal environment is the systems of the company, the effectiveness of which to a great degree rests with its culture, including micro and macro environment, competition intermediaries, and suppliers stakeholders. A micro environment is all those factors which lie beyond the organization, and a successful organization is contributed by those in the microenvironment, for example, the company, the distributors, customers, competitors and public, however, the macro environment indicates the larger forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known acronym PEST.With the changing environment, PEST is also changing: the political aspect: as the global communication developing, it is not simply domestic politics which will have influence on marketing strategy. Second, economically, suppliers have become more and more, as a result, competition has become more and more fierce, this will impact costs, prices and demand. Third, changes and trends in the sociocultural environment bring forth significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up.Following factors may affect landed: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.For the sake of getting over these risks, altering the marketing mix, the company introduced some new products to satisfy different market meets, drew into added value products at higher prices, developed higher profile promotions to compete with rivals, and used sales team to develop a good relationship with retailers.。

The report of marketing about Trusty-Land FoodCandidate Name:Candidate Class:Candidate SCN:World count:Table of contents Introduction: (3)Findings: (3)Product: (3)Price (5)Promotion (6)Place (7)Services Marketing (8)People (8)Processes (8)Physical Evidence (9)Change of marketing environment (9)Conclusion: (10)Reference: (10)Introduction:This report uses Service Marketing Mix to analysis of the Trusty-Land Food Company. Service Marketing Mix is composes of 7 Ps. I uses product, price, promotion, place to analyze the Trusty-Land Food Company. I uses people, process, and physical evidence to analyze the barber shop. Assuming Trusty-Land Food Company’s marketing environment be change.Findings:Product:Product can be offered to a market for attention, acquisition and use or consumption that might satisfy a want or need. The product includes physical objects, services, persons, places, organizations and ideas.The Trusty-Land Food Company’s products is tangible product. The channels of tangible product.Three different levels of product, the three levels includes core product tangible product. Meet is the core product of Trusty-Land Food Company. Meet provides protein to person and meet also improve quality of life.Product lineProducts are closely related and they function in a similar manager so the product needs a product line. Product line is benefit for sold to the same types of outlet or fall within given price ranges. Trusty-Land Food Company can take the red meet and white meet divided into two kinds of production line. The two kinds of production line can improve the production efficiency.Trusty-Land Company’s product line from less to more. The product become more thereasons includes the enterprise competiveness and to attract more customer and increase sales.Product MixProduct mix is the total sum of all the products and variants offered by an organization. The production line’s width is two, because the product lines products two kinds of meets. The meets include white meet and red meet.Product life cycle“Kitty Doggy” product life cycle“Kitty Doggy” in the growth period. During this period, this brand of pet food is increase sales, launch new products and opponents appear. I suggests that “Kitty Doggy” keep pet food quality and “Kitty Doggy” mast focuses on the opponent to find ways to increases market share.PriceThe smart pricing is amount of many charged a product or service or sum of the values that consumers exchange for the benefits of having or using the product or service. The advantage of smart pricing is ensure sales but inaccurate pricing to harm the company such as underpriced close not back to the cost so the Trusty-Land Food Company mast take the smart pricing in product.Government policy, Organization objective, Channels of Distribution, Cost, and Weather is factors that affect pricing.Government policy: Government policy affects the pricing. Government’s new dietary guidelines is recommend people to eat white meat so red meat sales will be decline and white meat sales rise. Trusty-Land Food Company in order to maintain sales of red meat so red meat be suitable reduced price. Red meat sales rise so red meat be take a appropriate price.Cost: Trusty-Land Food Company has a lot of distributors throughout the country. Meat products need fresh so meat in the process of transportation need keep fresh that increase the cost. The company in order to profit so meet rise in price.General Pricing ApproachPenetration Pricing: Trusty-Land Food company’s “Kitty Doggy’’ in the growth period so penetration pricing for pet food can attracts more customer that can increase sales. Penetration pricing can help “Kitty Doggy’’ gain more market share and to promote “Kitty Doggy’’Competitive pricing: Trusty-Land Food Company focuses of the opponents that can help Trusty-land upon them opponents. Trusty-Land Company focuses on opponents that can help company win the price war and keep Trusty-Land Food Company’s dominancePromotionPromotion is kinds of a activities. Promotes product or service and its merits to target customers and persuade them to buy.The main promotional tools available to market have five types that is advertising sales promotion, public relations, personal selling and direct marketing.AdvertisingAdvertising can highlight the product features and improve visibility. Trusty-land Food company through newspaper and street poster to attention customer to know company’s name. Trusty-Land Food Company through TV commercials to position the company. This tuned is success, TV commercial bring sales revue increased by 34% that can expand market share.Direct Marketing: Trusty-Land Food Company has its own retail groups so Trusty-Land Food Company can reduce the middleman. The middleman is getting less the company make a good price and good supplier for company’s customers that can help company improve market share.Personal Selling：Trusty-Land Food Company has a sales team the sales team to persuade customer to purchases and stock company’s product. Personal selling can improve product and increase customer purchases and contacts. Sales team can help company improve the product sales.Identification of target audience, Legal political factor. Technology factor and budget setting this four types influence the setting of the promotional mix.Identification of target audience：Customers has different demand and tastes differ with people so Trusty-Land Food Company mast identification of target audience to promotes differed products. The “Health Meat” is a good example “Health Meat” lies in their convenience and fast time. “Health Meat” suitable for fast rhythm of life that can increase salesBudget Setting: The amount of the budget effect promotion. If the Trough-Land Food have more bridge the advertising coverage is broad. The appropriate budget setting to improves the company reputation.PlacePlaces means all the company activities that make the product or services available to target customers.Tangible product’s place is distribution partner. Intangible product’s place is enterprise located or provides the service place.Wholesalers: Trusty-Land Food Company’s Products were sold to regional grocery chains and national and regional gory, wholesalers that is Wholesalers.Retailers: Seven Eleven is a retailer, Seven Eleven sales food-branded of Trusty-Land food Company. Large grocery stores and supermarkets purchase from Trusty-Land Food Company and that grocery market meat products under Trusty-Land Food Company’s Logo.The benefits of distributors to Trusty-Land Food Company Distributors for the company to reduce inventory and accelerate product circulation speed. Distribution business enterprise to increase visibility and to increase market share. Distributors to help business increase sales reduce the pressure distribution, increase profits bring convenience to clientsBuying behavior, Budget Product itself and Organizational Objective are affect choose marketers.Organizational Objective: Trusty-Land Food take “Kitty Doggy” become the leader brand. Intensive distribution consider revising the market share so organizational objective good for distributors.Buying behavior: Marketers to adopt to the consumer habits. Marketers cooperate with supermarkets or markets and impossible and book stores and flower of cooperationServices MarketingA service is any act or performance that one party can offer to anther that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Characteristics of services is variability, perishability, inseparability and intangibility.Barbershop is three more than Trusty-Land Food Company. The three types is people, processes and physical evidence.PeoplePeople: People at services marketing is service provider. For example, people in the barber shop’s hairdresser and cashier. Hairdresser giving a haircut to customer and wash hair, cashier responsible for the money. The hairdressers and cashier given the customer’s service is in tangibility and inseparability. Hairdresser and cashier should have better attitude and high service qualityProcessesProcesses: Process involves looking at the quality controls that need to be in place to ensure consistency of service. Customers into the barber shop. Barber to customers shampoo, haircut, and the barber to meet customer requirements, shampoo, cashier money, and finally the customer away. Process services emphasize consistency and effectiveness of the service. Different customers in the same service get the same levelof service is uniform. Within a period of time to complete the service.Physical EvidencePhysical Evidence: Physical evidence is the “tangible” part of the service. Barbershop’s wardrobe and shampoo are all belong to the physical evidence. Physical evidence to help hairdressers to complete the service. Physical evidence also help customers evaluate service. If the customer is not satisfied with the physical evidence. Good physical evidence to make customer satisfaction increases.Change of marketing environmentSuppose company supplies meat to a city, but the city's Muslim believer’s population increases. The company can uses 4P’s product so company printed on product packaging halal logo and Muslim followers of the urban population accounted for the ratio becomes large. So the company provides a small amount of pork to the city and the company offers other types of meat to the city, to meet the needs of Muslim believers.Suppose an increase in the elderly population in the community. The company can use 4P’s price from company to resolve. Because elderly people are concerned about the price. The company and retailers cooperate elderly to buy meat the retailers gave elderly seven fold. Improve the company reputation and boost sales.Suppose the emergence of bird flu in society. The company uses 4P’s product. The company mast pay attention to product quality and the company to do a good job of inspection and quarantine. Using the media to promote our products are safe and maintain our company's sales.Conclusion:The Trusty-Land Food Company encountered different changes in environment in the development process. I hope my countermeasures can help Trusty-Land Food Company. Finally wish Trusty-Land Food Company gets long-term development.Reference:Wang Huihong, WANG Jing, 2013, SQA Unit Student Guide on Marketing: An Introduction, China Modern Economic Publishing House.Kotler Philip, Wong Veronica, Saunders John, Armstrong Gary, 2005, Principles of Marketing 4th European Edition, Prentice Hall.。

商法导论outcome21.s看见橱窗展示了一套高尔夫球具，他走进店要求购买该球具，店主不卖，a坚持要以展示的价格来买。

问：合同要素是什么，该案中合同存在吗？A valid contract has three essential features.Firstly,the parties must agree on the terms of the contract. For all aspects of the content of contract，the parties reach a consensus through consultation. Sencondly, the conclusion of the contract shall be attended by at least two parties, only one of the parties does not exist the problem of conclusion of the contract.Thirdly,observation of law. In concluding and performing a contract,the parties shall observe tha law and administrative regulations, respect social ethics and they disrupt public and economic order or impair public interests.In case,the contract is not established.Because the essential of contract is not incomplete. The display window demonstration is an important contract invitation merely,the n the customer could be able to walk in and demand the goods.F or example,Pharmaceutical Society of Great Britain v Boots The Chemists(1952). A sales of a listed poisons must have a registered pharmacist to supervision. If the goods on the shelf is an offer,then the goods in the basket is completed by sales and this behavior is illegal. The judgment of the court is not breaking. The goods on the shelfis an invitation to offer but not an offer.2.t是汽车公司的销售员，竞争公司挖墙角，要他跳槽，但是雇佣合同中有一个条款禁止他为其他任何汽车公司工作在离职后的五年内。

Q1A) Market marketing is the plan and the execution of the commodity, the service and the creativity idea, the fixed price, the promotion and retailing, create conforms to the individual and the organizational goal exchange one kind of process. that is Human activity is wants through for exchanges to directed at satisfying needs, and business activity is concerned with providing goods and services to satisfy human wants and needs at a profit.B) Market marketing concept requirements planning and strategies should be all the businesses to consumers at the center, correctly determine the needs of the target market and lust, more effectively than competitors of provision required to meet the target market.The product concept is to show the enterprise is not through the development of the corresponding product market analysis and variety, but to improve quality, reduce cost as all activity centers, and thus expand sales, profits made such a management guiding ideology. Product not only pay attention to production quantity concept, but also pay attention to product quality, but it production center, don't pay attention to the market demand, don't pay attention to product sales, is the production of the concept of the later performance. The customary channel sales, when customer think of their good quality of product will seek to come.Q2A) The Marketing Mix is an important part of corporate marketing strategy, Controlled enterprise marketing measures to form a holistic activity. The main purpose of marketing is to meet the needs of consumers. Usually divided into 4P (product, price, promotion, place)B) the explanation of the Marketing mix of product: in 1986, Landed a company of wooden toys products target customer is pre-school market, wooden building bricksand jigsaws. Its products could only be sold to small toys shops that have very big limitation. However, with booming business and brighter prospect, its range of products has quickly enlarged. But for its former products, it not on-ly added with dolls’ houses and wooded train sets, and brought in “CountryCousi ns” books and a new range of pre-school books. its products are characterized by various types, complete specifications and best quality. All its products enjoys high celebrity made this company bigger and bigger.The explanation of the Marketing mix of price: success stems from the reasonable pricing and good price control strategy, a reasonable price is very import in the market competition. In the case, on the early 1990s, Landed company rapidly flourished, and the “Country Cousins” books were sold at a premium. But and the “Country Cousins” books were sold at a premium. Besides, badly demand and high profit attract more and more cooperation entering this market, competition becomes much drastic. To gain a competitive edge, the company had to reduce its high price to a competitive level.The explanation of the marketing mix of promotion: the promotion has many methods, such as advertising, sales promotion, public relations, personal selling and direct marketing. In the case, Landed Company’s advertising department must be use the best promotion policy. The Landed Company and TV channel SC4 to keep the friendly relationship. The TV proposed a national airing and national launch Introduce company products and the popularity of the series. That make rise for the company's brand image and customers' awareness, Sales Have Rapid Growth.Place - refers to provide the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Can be various strategies such as intensive distribution, selective distribution, exclusive distribution. In the case, the company uses selective distribution. This involves one intermediary the retailer. This is probably most favoured by larger retailers such as supermarkets that have the power and resources to buy in larger quantities and enjoy the benefits that come with that, such as being able to offer lower prices. But now this company has a big problem, intermediary the retailer compels price drop. I think only through production-marketing integration can solve the problem.Q3For a privately owned beauty salon, its elements of the marketing mix refer to the followings: product, price, promotion, place, people, process and physical evidence.First, the product of privately owned beauty salon is its service, which opposes to a common product. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. The privately owned beauty salon offers service to customers, which is essentially intangible and does not result in ownership of anything. The Landed Toy Company products are goods.Second, price, as we know, price is one of the most flexible elements of the marketing mix. It will be affected by consumers, the trade and the competition. For example, if customers feel the price of the beauty salon is lower than others, most of them may choose this beauty salon, while the price of Landed Toys Company products changes with the situation they have in the market: set premium price (previous) ------cut the price (now) -----reducing price (future).Third, promotion is what a company say and do concerning products and services in order to persuade customers and markets to try them. The privately owned beauty salon not only uses advertising but communicates with customers to help them have a better understanding of the company. Landed Toys Company Landed did very little advertise at first, but now they use newspaper to promote its products originally.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of the beauty salon, you can buy in the salon or online. Landed Toy Company sells its products through a number of intermediates, nowadays it carries out with the idea of mail order selling.Fifth, people are part of the offering service. If the customers are satisfied with your service, it may have a positive effect on the development of your company. Sixth, processes mean caring about the quality, reducing the queuing systems and service delivery to ensure consistency of service. At last, physical evidence is the “tangible” part of the service, lik e the facilities in the beauty salon.Different from a Landed company, which distributes its products to its customers, beauty salon always has to get its customers to come to it. Those who come to the beauty salon are pursuing high quality services, although its price is higher. Therefore, beauty salon usually has relatively affluent target market and local promotions meeting the local demands. In this way, it is principal for a beauty salon to choose a right location.Q4 because for the environment in which an organization exits can affect industry or the individual organizations. An internal environment is the systems of the company, the effectiveness of which to a great degree rests with its culture, including micro and macro environment, competition intermediaries, and suppliers stakeholders. A micro environment is all those factors which lie beyond the organization, and a successful organization is contributed by those in the microenvironment, for example, the company, the distributors, customers, competitors and public, however, the macro environment indicates the larger forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known acronym PEST.With the changing environment, PEST is also changing: the political aspect: as the global communication developing, it is not simply domestic politics which will have influence on marketing strategy. Second, economically, suppliers have become more and more, as a result, competition has become more and more fierce, this will impact costs, prices and demand. Third, changes and trends in the sociocultural environment bring forth significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up.Following factors may affect landed: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.For the sake of getting over these risks, altering the marketing mix, the company introduced some new products to satisfy different market meets, drew into added value products at higher prices, developed higher profile promotions to compete with rivals, and used sales team to develop a good relationship with retailers.温馨提示：最好仔细阅读后才下载使用，万分感谢！。

1.The type of the CASE unemployment is structural unemployment, structural unemployment is due to the economic structure, system, growth and other changes to the labor force, including skills, experience, job knowledge, age, gender, subjective wishes, region, etc. the supply structure and demand structure is not consistent with the result of unemployment.Structural unemployment is the unemployment that arises when changes in technology or international competition destroy jobs that use different skills or are located in different regions from the new jobs that are created.At certain times, structural unemployment can become a serious long-term problem.This form of unemployment plagued the UK through most of the 20th century, probably because the UK led the world into the Industrial Revolution.2.This is a welfare policy; the Government through the adjustment of supply and demand for enterprises to increase subsidies to the unemployed also includes the provision of counseling programs and training, and 6 months of work subsidies.3.Adverse impact of unemployment on individuals is to make people lose spending power, because there is no income there would be no expense, and the second is the impact on people's status in society, because money determines a person's status, and the third is the long-term unemployed so that they are loss of status.Impact of unemployment is not only to individuals brought back to business impact, such as recruiting new employees in industry-specific training costs, loss of potential output, there is fall in demand for products and services. Because of personnel changes will bring a great impact.4.In the past 20 years, the unemployment rate has risen to 10% of the workforce Unemployment rate peaked in 1993, then continued to decline, and is at its lowest point in 20 years5In CASE, the fiscal policy objectives areSolve the employment problem using tax subsidies to businesses, create more business.Reduce inflation, price hikes to suppress the growth of the economy more stable, you can also import and export income and expenditure balanceGovernment use of public spending and taxes to pay for these projects, taxes from the people giving back to people6.Government spending can Redistribute income and wealth, Regulate economic activity through regulation, and Influence macroeconomic activity as well the provision of public facilities. Provision of public facilities is convenient to bring life, such as street bus, etc., people can enjoy these low prices to bring the convenience of public facilities.Redistribution of income and wealth can help low-income families out of poverty.Supervision and management of economic activity, can prevent monopolization of the market gave rise to adverse effects.7.Belong the of Finance, have the relative independence. While the law under the Ministry ofFinance on the Bank of England, but in practice the Ministry of Finance is generally respected the decision of the Bank of England, Bank of England took the initiative to seek Treasury support each other.The 1990s, the government taxes through fiscal policy, to build national public facilities, solve the employment problem Alleviate the economic crisis.8Some southeastern backward areas, the government used the regional policy, the income of those places is very low, unemployment is rising, little foreign investment in those enterprises in the region and the poor quality of schools, so the government use Regional Selective Assistance, of course, the government also used the enterprise Allowance Scheme, to provide enterprises with subsidies to enterprises to more foreign investment, more jobs, to address local employment issues, but we know that the policy will be affected by policy factors, this matter is a matter of concern, because sometimes hesitant policy and special reasons not well executed. as well as government policies, centralized management, will also be different in different parts of factors, and can not effectively assist in these areas. of course, government-created jobs.。

Assessment task instructionsRead the following passage and answer the questions which follow.SteamScot is a privately run rail company, which provides steam train journeys in Scotland. At present they operate three specific rail journeys in various parts of Scotland. These journeys are aimed at the tourist market and operate throughout the summer months. Around 70% of passengers are domestic tourists with the other 30% overseas visitors.The company has been fairly profitable over the last decade, and with the help of various grants available, they are considering an expansion of its operations. However, it is also aware that within the next five years a major overhaul of its capital stock as well as major repairs will have to be undertaken. It is this dilemma that the board of the company faces.It is estimated that in the coming year it will have ￡2.5 million to spend. This money could be used to open a new line between Inverness and Fort William, or to begin the repair and replacement plan on its current routes.A recent report has highlighted that following recent terrorist threats, visitors from the USA are expected to fall within the next three years, but that European visitors are likely to increase as the Euro rises in value. It is also expected that Visit Scotland (the tourist organization) will mount a major advertising campaign in England to encourage more visitors from that country.The boards of directors of SteamScot are also considering a change in their pricing but are unsure if this is a wise move. At present the average price of a journey is ￡4 and 60,000 tourists use the services. A report commissioned by the board on price, supply and demand is shown on the following table.1 SteamScot face a ‘basic economic problem’!What is this ‘problem’ and what is the opportunity cost of the replace and repair programme2 From the table in the previous passage, construct a demand and supply schedule ona diagram and identify the equilibrium price and quantity.3 (a) Calculate, using total revenue, the price elasticity of demand when: (i) price rises from ￡4 to ￡5(ii) price falls from ￡4 to ￡3(b) If you were a member of the SteamScot board, what would you recommend the company does in both situations Give reasons for your advice.4 How would the advertising campaign by Visit Scotland affect demand for SteamScot journeysShow the effect on a diagram.5 Apart from an increase in price, what other determinant would encourage SteamScot to increase its supply of rail journeys6 If the Chancellor of the Exchequer was to reduce income tax, would this affect demand for SteamScot’s products Explain your answer with reference to income elasticity of demand.7 Using a diagram, show what would happen to the equilibrium if the Scottish Executive gave SteamScot a subsidy. Explain any changes and how the market would return to equilibrium.评估任务说明阅读下面的文章,回答下列问题。

HND商法导论outcome2每题用的Case（自己总结的。

）第一篇：HND 商法导论outcome 2每题用的Case(自己总结的。

) Cases will be used for each question, including the fact and judgment of each case as well as the content from the textbook.This is just the case law party of the answers.Not the comprehensive or complete answers.DO NOT SIMPLY COPY IT，USE YOUR OWN WORDS.Some of the words follows are just a copy from our textbook.以下部分是本次考试所要使用的案例，包含了案例的概括，法院的判决，以及课本提及的相关知识点（如果你使用别的案例，请自行总结）。

这些只是题目中所需要使用的案例，并不是完整的答案。

不要只是把这些内容抄上去，请用自己的话说。

因为有些内容只是直接从书上抄下来的。

Case 1Question 1: Carlill v Carbolic Smoke Ball Co 1893 Facts: the Carbolic Smoke Ball Co made an advertisement that anyone who used “smoke ball” under a right manner for a specified ti me and then caught the flu would get a ￡100 paid.Carlill did the above things and Carbolic Smoke Ball Co refused to pay the ￡100.Judgment: the performance of the conditions(catching flu after using the smoke ball)was acceptance enough.Area of law from textbook: offers made to general public whereby the public only have to do something to accept.Question 2: Spellman v Spellman 1961 Facts: Spellmans are husband and wife.The husband purchased a car for his wife to save their marriage.However, after the car delivered to their home, the husband refused to transfer to his wife.Judgment: it was held that this was a purely domestic arrangement not intended to create any legal relations and accordingly the wife acquired no legal rights in the car.Area of law from textbook: a persona or socialobligation will not usually be classed as a Legal Obligation.Question 3: Brinkibon Ltd v Stahag Stahl 1983 Facts: Brinkibon Ltd, a London company, sent an acceptance to Stahag Stahl, an Australian based company in Vienna, via telex.The question at issue in this case is about where the contract was made.Judgment: instantaneous communication, the formation generally occurs in the place where the acceptance is made.Area of law from textbook: contract could be formed among parties in the place where the acceptance is made.(the Form of Acceptances)Question 4: Wolf & Wolf v Forfar Potato Co Ltd(1984)Facts: a Scottish Co offered to sell a quantity of potatoes to Dutch Co.Dutch Co called an acceptance with new conditions.The Scottish Co ignored this and were taken to court for breach of contract.Judgment: the court held that no contract was formed.The second telex sent by Dutch Co was a counter offer which makes the original offer invalid.Area of law from textbook: if the party made a count offer, the original offer had been cancelled.Case 2 Question 5: Smith v Sim 1954 Facts: Sim advertised his pub for sale.Smith relying on the statements concerning turnover supplied by Sim via his solicitors, bought the business for ￡21,600.Shortly after, Smith sued that Sim was guilty of fraud in falsely representing the turnover.This proves to be true.Judgment: the court held that it’s fraudulent misrepresentation.Smith can choose among rescind the contract, claim damages, or both rescind the contract and claim damages.Area of law from textbook: party who has relied on a fraudulent statement can claim damages as well as having the contract rescinded.Question 6 No cases applied.Question 7: Smith v Sim 1954(see Question 5)Question 8: No cases applied.Question 9: Anderson v Pringle of Scotland 1998Facts: Mr Anderson was a current employee of Pringle of Scotland, and the company is considering that employees would be selected for redundancy on the basis of "last in first out”.However, Mr Anderson thought thi s method was not fair.Judgment: having regard to the terms of the interdict sought, Mr Anderson had a prima facie case for intervention.That being so, there remained the question of the balance of convenience.The Court was satisfied that this favored maintaining the status quo, by granting the interim interdict.If it was not granted, Mr Anderson would have lost his job, whereas the company was not at any immediate risk of disaster.Area of law from textbook: the legal remedies applied to an innocent party who has suffered a breach of contract is considering by what the terms are in the contract and what damage this breach of contract bring to the innocent party.Question 10: James B Fraser & Co Ltd v Denny Mott & Dickson Ltd 1944 Facts: James B Fraser & Co Ltd, a timber merchant, would buy wood from Denny and lease a timber yard with the option to buy it or take a long lease on certain terms with Denny Mott & Dikson Ltd, in 1929.In 1939, there was a Control of Timber Order released and caused further transactions between the parties became impossible from the end of September, 1939.Judgement: the court considered this as a frustration.Area of law from textbook: there is no breach of contract if that failure is due to intervening circumstances which neither party has control over.This is known as a frustration.第二篇：HND 商法outcome2_我的总结Case 11．Can Samir spend only 150 pounds to buy the golf set? 首先 Samir本没有与Fairways公司就购买Matsumoto golf成立合同，假使他想要购买那套高尔夫球具，那么他必须支付1500英镑，这是因为橱窗展示的仅仅是一个要约要请，而不是要约。

Q1. Circular flow of income画图解释循环Q2 3 injection and 3 withdrawals各举一个例子。

共六个例子例子越详细越好E.g. ExportsChina sells electronics to North Korea, China's National income(or GDP, GNP) increases.Q3.A Explain difficulties in measuring the national income. P162-163只写黑体字不给分；每个都需要例子并解释B. Explain why is it difficult to compare the growth rate of various countries P169每个都举例子并解释3行算雷同C. MultiplierExplain how P199-202内容包括：定义一个例子描述multiplier是如何形成的，可套用199页的例子（但是国家名字，产品名字必须要改掉）公式举例计算MPS=0.25,0.3,0.15(假设）MPC=1-MPSK=1/MPS=W如果注入X，实际国民收入增长加WXD. Explain the difference between real and nominal growth using examples from the tableReal: 考虑到通货膨胀的效应Nominal:不考虑通货膨胀的效应比方说：表格中，英国1994年国民收入增长为4.7%，如果同年通货膨胀为10%的话，real实际上没有增长，反而减少了通货膨胀会在一定程度上削弱国民收入增长。

HNDDefine the term marketing, and explain the marketing concept. Compare and contrast the marketing concept with the ‘product philosophy’.The definition of Marketing is 'Selling goods that don't come back to customers who do - at a profit which satisfies shareholders - using means which satisfy other stakeholdersThere are five recognized orientation to business which are called marketing concepts, they are1.Production,2.Product,3.Selling4.Marketing5.Societal Marketing.The marketing concept can be described as outside-in approach and others can be described as inside-out approach. Firstly, we should go out to do market research and finds out what the customers’ needs and wants are, and then we research and develop new products in order to satisfy the customers, whilst we offer the right marketing mix of product, place, price and promotion, the customers get satisfied eventually. The organization should offer a set of satisfying product in acceptable price to customers accompanying popularization activities. Then, through marketing concept to motivate customers buy goods.Organization with this view of business recognize that key to success lies in finding out who its customers are and what they want, then finding a profitable way of satisfying those wants more successfully than their competitors.页脚内容1The marketing concept encourages organization to focus on the market, be orientated to the customer, co-ordinate all the business functions to serve the identified needs of the customer and therefore produce profits.Compare and contrast to the marketing concept with the ‘product philosophy’.The marketing concept aimed at what marketers should do in marketing and customer needs, wants and demands. About the marketing concept, it is a method that focusing on promotion. We will advertise through media and choose locations to do promotion in order to excite customers’ purchase desire, besides that, the skilful salespersons should be employed, and then sale the products to consumers through using aggressive selling techniques.The product philosophy is talking about the customers’ favor product which should be designed and produced by focusing on the highest quality and technologically advanced features instead of the needs. We must reduce the costs of products and let them be available ubiquitously, anytime and in large volumes.2. Identify the elements of the marketing mix and explain each element in terms of the organization in the case study. Your answer must include an explanation of the product life cycle and yo u should match the organization’s main ranges of products to their positions on the product life cycle.Marketing mix1.Product2.Price3.Place页脚内容24.PromotionCase studyProductndel in 1986 — produced a limited range of wooden toys aimed at the pre-school market.2.Its range of products was originally limited to wooden building bricks, simple wooden jigsaws and alimited selection of wooden animals.3.As the company became more established, the product range was expanded to include dolls’ houses andwooden train sets.4.In the early days the company sold through small, independent toys shops, and it slowly expanded itsproduct portfolio to include a range for the 5–8 year old market.5.At the same time, the company also introduced ‘Country Cousins’ books and to this end, i t acquired an ailingpublishing company in Exeter.6.The range currently includes wooden figures, cuddly figures, wooden play houses and scenery, a series ofthirty ‘Country Cousins’ story books, a ‘Country Cousins’ Annual which has been produced each year s ince 1986, ‘Country Cousins’ stationery, pencil cases, note pads, cards etc, and ‘Country Cousins’ toiletries, including soap, shampoos, sponges, bath salts etc.7.In addition to the ‘Country Cousins’ range, Landel still produces its traditional wooden jigsa ws, woodenanimals, wooden building blocks and various other wooden toys aimed at the pre-school market.8.Has now been adapted to produce a range of more than forty different styles and types of bears and othercreatures. Many of these are ‘own label’ produ cts for Toys stores.页脚内容39.Other alterations to the product mix include the introduction of larger toys such as play houses, climbingframes and slides.10. A new series of pre-school books has been produced, including a range called ‘Dolly the Dolphin’ for whichthe company has high expectations.11. A new range of self-reading books has also been developed.Price1.Along with the decline in demand, the company has had to change its pricing policies. During the boomperiod of the early 1990s, the price of the ‘Country Cousins’ range was set at a premium, but in order to maintain sales, the company was forced to reduce price to a much more competitive level.2.On occasions this patronage has been hard won, and in recent years has involved more and moreprice-cutting to ensure that the existing stores continue to stock Landel’s range.ndel is selling to the middlemen at a considerably reduced pricePlace1.Disenchanted by its inability to become accepted by any of the larger chains, the company toyed with theidea of mail order selling.2.The books were sold principally through toy shops and department stores as part of the overall ‘CountryCousins’ package, and by concentrating on its established toy retailers rather than bookshopsPromotion1. A catalogue was produced and distributed through some of the leading Sunday newspapers,页脚内容42.The company’s big break, however, came when the Welsh language TV channel SC4 introduced an animated series featuring an assortment of animal characters collectively known as the ‘Country Cousins’. Against fierce competition, Landel won the contract to make a limited range of merchandise featuring the characters, and the popularity of the series resulted in sales which were way beyond Landel’s most optimistic expectations.3.Following the success of ‘Country Cousins’, ITV decided to give the series national airing, and in the lead up to the national launch,4.The company’s 30-strong sales team has been charged with the responsibility of maintaining good relations with existing outlets to ensure their continued patronage.5.In addition to this publicity, the company’s promotional effort had been principally aimed at retailers and other middlemen, and this had primarily involved personal selling through the sales team making regular visits to established clients. And in recent years this has been supplemented by advertising in children’s comics and magazines, and by a limited amount of advertising on Children’s TV, particularly in the run up to Christmas each year.Development: with the help of market research new products are designed. This is the most risky and页脚内容5expensive stage where the costs of research and technical development are incurred but not sales revenue is being earned.The ‘Country Cousins’ series toys were product at beginning. The price has a peak in late 1980s. It bring foothold for the company in the market.Introduction: once it has been developed, the product is advertised and brought to market for sale. Profits may be low since development costs have to be recovered.The sale of ‘Country Cousins’ were decreased. So the company put out series other products about it. ‘Country Cousins’ stationery, pencil cases, note pads, cards etc, and ‘Country Cousins’ toiletries, including soap, shampoos, sponges, bath salts etc.Growth: if the product is successful sales and the profit contribution will increase rapidly but competitors may well be attracted into the marketplace.Maturity: once established in a market the sales of a product do not grow rapidly. Competition is now fierce and profit level off as a result.Saturation: in times sales stop increasing, leading to……Decline: eventually competition and other new products are likely to result in falling sakes and profits. If this continues, the product may be withdrawn form the market.The ‘Country Cousins’ was dropped by ITV; the Landel Toys Company has had to change it pricing policies to save these programmers.3 Explain each element of the marketing mix for a privately owned Sports Club, or Health and Beauty Spa, and describe how each element will differ from that of the organization in the case study.页脚内容6ProductPrice1PromotionPlacePeopleProcessPhysical EvidenceThe elements of marketing mix for a privately owned service firm can include the followings: price, place, promotion, product, people, process, physical evidence. The elements of marketing mix for the organization in the case study should include only 4P.For example, Hainan airline.For the South airline of China,The product is service of transportation. Service is the activity or benefit that one party can offer to another which is essentially intangible and does not result in ownership of anything. The South airline of China offers the transportation and service in traveling.The Landel Toy Company products are goods.Price is one of the most flexible elements of the marketing mix. Pricing is a very comparative business; it will be页脚内容7affected by consumers, the trade and the competition. For example, if customers feel the ticket price of South airline of China is lower than others; most of them may choose this airline.Landel Toys Company products price change belongs to the situation they have in the market. At the products stay in development, the price will highest. When the products price near by decline, the company needs to cut down their product price to maintain their situation in market.Promotion is concerned with communication information concerning products and services and trying to persuade customers and markets to try them. South airline of China not only uses advertising but communicates with passengers to help them have a better understanding of the company.Landel Toys Company uses newspaper to promote its products originally. When it product the ‘Country Cousins’ they use the TV program to introduce its products to the public.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of South airline of China, you can buy online or flight ticket selling.Landel Toy Company toyed with the idea of mail order selling.People play an important role in offering service; the customers’ satisfaction is intrinsically linked to the service provider. For the airline, the flight assistant’s attitude may have an effect on the customers.Processes involve looking at the quality controls that need to be in place to ensure consistency of service. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. Examples include页脚内容8processes to reduce the queuing systems and service delivery. So there must be a leader during the flight. Physical evidence is the “tangible” part of the service, like the décor inside the plane.For the South airline of China, the product is service of transportation. Service is the activity or benefit that one party can offer to another which is essentially intangible and does not result in ownership of anything. The South airline of China offers the transportation and service in traveling. Price is one of the most flexible elements of the marketing mix. Pricing is a very comparative business; it will be affected by consumers, the trade and the competition. For example, if customers feel the ticket price of South airline of China is lower than others; most of them may choose this airline. Promotion is concerned with communication information concerning products and services and trying to persuade customers and markets to try them. South airline of China not only uses advertising but communicates with passengers to help them have a better understanding of the company. the next is price, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of South airline of China, you can buy online or flight ticket selling.The differences between 4Ps and 7Ps are as follows. People play an important role in offering service; the customers’ satisfaction is intrinsically linked to the service provider. For the airline, the flight assistant’s attitude may have an effect on the customers. Processes involve looking at the quality controls that need to be in place to ensure consistency of service. So there must be a leader during the flight. Physical evidence is the “tangible” part of the service, like the décor inside the plane.4. Describe at least three possible changes which could occur in the business environment, and explain how the organization in the case study might alter its marketing mix in anticipation of, or in response to these changes. Organizations exist with an environment which can influence the industry or the individual organizations. An页脚内容9internal environment is in the company which is generally called systems, the effectiveness of which largely depends on the corporate culture of the organization. And there is a micro environment that comprises all those factors which lie outside the organization boundaries. The success of an organization is affected directly by those in the microenvironment, namely the company, the distributors, customers, competitors and public. And the macro environment consists of the lager forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known as the acronym PEST. PEST standing for: Political/Legal: it is not simply domestic politics which will impact on marketing strategy. Economic: some of the factors of potentially major concern to marketing management because they, in turn, influence costs, prices and demand. Sociocultural (including demographics): Changes and trends in the sociocultural environment present significant challenges. People's basic beliefs, attitudes and values are shaped by the society in which they grow up. Technological: Developments and breakthroughs in technology are the basis for new products and sometimes new industries. It is also affects how a business will run.Factors which may affect Landle: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers.The company introduced new range of products for aimed at alternative market segments, produce high-Tec versions of existing products, introduce added value products at higher prices, develops higher profile promotions to compete with rivals, use sales team to develop relations with retailers.组织存在的环境，能够影响的行业或个别组织。

Case study 1Samir sees a set of golf clubs displayed in a shop window for £500. He enters the shop and states he will take the clubs. The shopkeeper however says the clubs are no longer for sale. Samir is demanding that he be sold the clubs and at the price displayed.Identify the essential requirements of a contract and discuss whether a contract exists here.A contract is an agreement between parties having the capacity to make it, in the form demanded by the law, to perform, on one side or both, acts which are not trifling, indeterminate, impossible or illegal, creating an obligation enforceable in a court of law. A valid contract has three essential features: there must be a agreement on all material aspects; at least two contracting parties and legal obligations.A contract consists of an offer and an acceptance. If there is no offer in the first place then there can be no contract. The basic elements of a contract include an offer and an acceptance.In the case Samir sees a set of golf clubs displayed in a shop window for £500. He enters the shop and states he will take the clubs. But shopkeeper says the clubs are no longer for sale. Samir is demanding that he be sold the clubs and at the price displayed.According to this case we can say that these is not exist a contract. In the case that a set of golf clubs are exhibited in a shop window, thus it is not an offer. Because the goods displayed in a shop window as a invitation to treat, we can know that goods displayed in a shop window (even when priced) are classed as a willingness to negotiate on the shops part. Invitations to treat also is considered to inquiry the price of goods, means a party to invite the other person to make offers. Different an offer, a willingness to negotiate only as prepared to make a contract of behavior on the issue who is not legally binding. The customer will make the offer to buy the goods which the shop are perfectly within their rights to refuse. The invitations to treat are not legally classed as offers and therefore cannot be accepted.Before the party who gave off the invitations to treat could not accept the other people’s offers they can revocation, and then the contract is not build. When Samir asked to buy the golf clubs the shopkeeper refused hin, and there was no acceptance. So when the shopkeeper refused Samir which is a set of golf clubs are not the good for sale, it just be used as ornament, and attracted the consumers interested. So an offer in this case is not found, either nor acceptance.A contract consists of an offer and an acceptance, we can know that there is on offer and there is on contract.Case study 2Tom is the top salesman for ABC Motors. He has been offered a job by a rivalcompany but is concerned because there is a clause in his contract which prevents him from working for any other car company for five years.Tom is the top salesman because he regularly tells potential customers what they like to hear rather than the facts. He has done this in relation to ages of vehicles, odometer readings and vehicle service histories.Tom recently completed a deal to buy a vintage sports car for ABC Motors from Barry.ABC now discover that Barry (not his real name) had stolen the vehicle. Question 1What is a restrictive covenant? Advise Tom as to the legality of the clause in his contract.You can refer to Bluebell Apparel Ltd v Dickinson (1980) on page 146Question 2How would you classify Tom’s statements to the customers and what are the possible consequences for Tom and ABC motors in relation to these statements?You can refer to Smith v Sim(1954) on page 161Question 3What is the legal position with regard to the vehicle which Tom has purchased from Barry?You can refer to Morrison v Robertson(1908) on page 1531 Restrictive covenant is a agreement which restrict the party liberty to work and trade. Such contracts are VOID unless the restriction can be shown to be reasonable to both parties involved and to the general public. There are three types of restrictive covenants: contracts between employer and employee, contracts between sellers and purchaser of a business and ‘solus’agreements. For all three types, the party attempting to enforce the agreement must prove that it is reasonable to both parties concerned and to the general public. If they are unable to do this then the contract will be considered void and unenforceable. (from the text bookP142-142) This contract are legality, and the restriction was fair in this contract. Because the relationship of Tom and ABC motor is employer and employee, when enter employment and employee may agree to some restriction being placed on his future employment or trade. Later the employee may feel the restriction is unfair and therefore he may break it. In such circumstances it would be up to the employer take him to court and seek an ‘interdict’ forbidding the employee to break the agreement. They will consider the factor the nature of the job the employee was doing(from the text book P142). If Tom worked for any other company within the validity period of the contract that he would be in a position to harm his ex employers.2 The 4 main causes of error are: innocent misrepresentation, fraudulent misrepresentation, negligent misrepresentation and concealment of facts. And Tom’s statements to customers classify fraudulent misrepresentation,A false and material statement which induces a party to enter into a contract this is misrepresentation. Because he regularly tells potential customers what they like to hear rather than the facts and him without caring whether it is true or false. Fraudulent misrepresentation can lead a contract being made void if it involved these points,first is fraudulent misrepresentation causes error in the substantials. Second is the other party relied on the misrepresentation and it was a major influence on them entering the contract, third is the other party can offer restitutio in integrum. So the contracts between Tom and customers is void, he relied on the misrepresentation and it was a major influence on them entering the contract, thus customers can acquire compensation. Or cancel the contract or both of them.3 Tom brought a car from Barry,but Tom discovered that Barry had stolen the vehicle. And in this contract has a error which made the contract void, the Barry stolen the car but Tom did not know before him brought, so he can not get the car’s ownership. An error concerning the identity of the parties. Barry stolen the car so he haven’t ownership of this car and sold car, therefore, he can not give ownership to Tom, and Tom does not get the car’ ownership actually. And in this case Tom can only lodge a claim to Barry.Case study 3Martina recently attended an auction for the first time. She was very keen(渴望的) on a particular painting and when the bidding commenced（开始）she got so carried away that she bid much more than she intended. Martina won the auction but with fees（费用）and commissions（佣金）added on to the price, she cannot pay the full amount for the painting.Question 1What do you understand by the term ‘breach of contract’? Give two examples. Question 2List the main remedies available for breach of contract.Question 3What is the most appropriate remedy for the auctioneer（拍卖商）in this case?1、Where one party fails to fulfil his or her legal obligation under a contract.(from the text book P183)example1Tony and Jane have a contract where Tony will pay June $100 for her car and delivery. Tony pays the $100 but Jane fails to delivery.(from the text book P197)In this case study there has been a Breach of Contract by Jane as she has failed to delivery the car.Example2Shirley and Oliva have a contract where Shirley brought a cake from Oliva for her friend and asked Oliva sent the cake to her friend on 12th December 2012 , but on that day her friend did not receive the cake.In this case study there has been a breach od contract by Oliva as she failed to sent the cake.2、If there is a breach of contract then the innocent party will have the right to seek a remedy for the breach.(from the text book P184)Damages as a remedy for breach of contract. The object of awarding damages to someone is to place them in the position they would have been in had the contract been completed.So damages are really awarded as compensation- if the party has actually lost money as a result of the breach then he will be awarded ‘substantial’ or ‘compensatory’ damages.In some cases no actually loss may have been incurred as a result of the breach. If is still possible that damages may be awarded for trouble and inconvenience-these are know as ‘nominal’damages.(from the text book P185)Specific implement as a remedy for breach of contractSpecific implement is to stop someone for acting in breach of contract. So specific implement may be positive---forcing someone who has been in breach to fulfil their obligations or negative ---forcing someone who has been in breach to stop doing something. (from the text book P191-192)Rescission as remedy for breach of contract.Rescission means cancellation . With this remedy, the innocent party has the right to rescind(cancel) the contract if the other party has been guilty of a material breach of contract.The main factor to be considered is what is meant by a material of contract. If the breach is not material but only partial then the right of rescission does not exist.Many contracts contains a number of conditions, some of which are more important than others. If the contract specifically states that some are material then breach of these will mean that rescission can be taken as a remedy.(from the text book P193-194)The Defensive Remedies for breach od contractThere are two defensive remedies that can be taken by the party who is not in breach.①Lien:If a person has possession(占有) of an article(物品) on which he has been employed to do work then he can refuse to return the article to its owner until payment is made for the work done. Example of situations where lien could be used as a remedy for breach of contract include:②Retention:This is the right to refuse to pay a debt which is due(到期的).Retention can only be used under the following two circumstances:ⅰwhere compensation can be pleaded.(债权确定、到期)ⅱwhere both claims arise under the same contract.P195-197What is the most appropriate remedy for the auctioneer（拍卖商）in this case?3、in this case the defensive remedies in the most appropriate method for the auctioneer. The defensive remedies include lien and retention, the auctioneer should take lien measure. If a person has possession of an article on which he has been employed to do work then he can refuse to return the article to its owner until payment is made for the work done.As a result of Martina won the auction but with fees and commissions added on to the price, she cannot pay the full amount for the painting, the auctioneer can keep the painting until Martina paid off the rest of money.。

Case study 1Samir sees a set of golf clubs displayed in a shop window for £500. He enters the shop and states he will take the clubs. The shopkeeper however says the clubs are no longer for sale. Samir is demanding that he be sold the clubs and at the price displayed.Identify the essential requirements of a contract and discuss whether a contract exists here.A contract is an agreement between parties having the capacity to make it, in the form demanded by the law, to perform, on one side or both, acts which are not trifling, indeterminate, impossible or illegal, creating an obligation enforceable in a court of law. A valid contract has three essential features: there must be a agreement on all material aspects; at least two contracting parties and legal obligations.A contract consists of an offer and an acceptance. If there is no offer in the first place then there can be no contract. The basic elements of a contract include an offer and an acceptance.In the case Samir sees a set of golf clubs displayed in a shop window for £500. He enters the shop and states he will take the clubs. But shopkeeper says the clubs are no longer for sale. Samir is demanding that he be sold the clubs and at the price displayed.According to this case we can say that these is not exist a contract. In the case that a set of golf clubs are exhibited in a shop window, thus it is not an offer. Because the goods displayed in a shop window as a invitation to treat, we can know that goods displayed in a shop window (even when priced) are classed as a willingness to negotiate on the shops part. Invitations to treat also is considered to inquiry the price of goods, means a party to invite the other person to make offers. Different an offer, a willingness to negotiate only as prepared to make a contract of behavior on the issue who is not legally binding. The customer will make the offer to buy the goods which the shop are perfectly within their rights to refuse. The invitations to treat are not legally classed as offers and therefore cannot be accepted.Before the party who gave off the invitations to treat could not accept the other people’s offers they can revocation, and then the contract is not build. When Samir asked to buy the golf clubs the shopkeeper refused hin, and there was no acceptance. So when the shopkeeper refused Samir which is a set of golf clubs are not the good for sale, it just be used as ornament, and attracted the consumers interested. So an offer in this case is not found, either nor acceptance.A contract consists of an offer and an acceptance, we can know that there is on offer and there is on contract.Case study 2Tom is the top salesman for ABC Motors. He has been offered a job by a rival company but is concerned because there is a clause in his contract which prevents him from working for any other car company for five years. Tom is the top salesman because he regularly tells potential customers what they like to hear rather than the facts. He has done this in relation to ages of vehicles, odometer readings and vehicle service histories. Tom recently completed a deal to buy a vintage sports car for ABC Motors from Barry.ABC now discover that Barry (not his real name) had stolen the vehicle.Question 1What is a restrictive covenant? Advise Tom as to the legality of the clause in his contract.You can refer to Bluebell Apparel Ltd v Dickinson (1980) on page 146Question 2How would you classify Tom’s statements to the customers and what are the possible consequences for Tom and ABC motors in relation to these statements?You can refer to Smith v Sim(1954) on page 161Question 3What is the legal position with regard to the vehicle which Tom has purchased from Barry?You can refer to Morrison v Robertson(1908) on page 1531 Restrictive covenant is a agreement which restrict the party liberty to work and trade. Such contracts are VOID unless the restriction can be shown to be reasonable to both parties involved and to the general public. There are three types of restrictive covenants: contracts between employer and employee, contracts between sellers and purchaser of a business and ‘solus’ agreements. For all three types, the party attempting to enforce the agreement must prove that it is reasonable to both parties concerned and to the general public. If they are unable to do this then the contract will be considered void and unenforceable. (from the text bookP142-142) This contract are legality, and the restriction was fair inthis contract. Because the relationship of Tom and ABC motor is employer and employee, when enter employment and employee may agree to some restriction being placed on his future employment or trade. Later the employee may feel the restriction is unfair and therefore he may break it. In such circumstances it would be up to the employer take him to court and seek an‘interdict’ forbidding the employee to break the agreement. They will consider the factor the nature of the job the employee was doing(from the text book P142). If Tom worked for any other company within the validity period of the contract that he would be in a position to harm his ex employers.2 The 4 main causes of error are: innocent misrepresentation, fraudulent misrepresentation, negligent misrepresentation and concealment of facts. And Tom’s statements to customers classify fraudulent misrepresentation,A false and material statement which induces a party to enter into a contract this is misrepresentation. Because he regularly tells potential customers what they like to hear rather than the facts and him without caring whether it is true or false. Fraudulent misrepresentation can lead a contract being made void if it involved these points,first is fraudulent misrepresentation causes error in the substantials. Second is the other party relied on the misrepresentation and it was a major influence on them entering the contract, third is the other party can offer restitutio in integrum. So the contracts between Tom and customers is void, he relied on the misrepresentation and it was a major influence on them entering the contract, thus customers can acquire compensation. Or cancel the contract or both of them.3 Tom brought a car from Barry,but Tom discovered that Barry had stolen the vehicle. And in this contract has a error which made the contract void, the Barry stolen the car but Tom did not know before him brought, so he can not get the car’s ownership. An error concerning the identity of the parties. Barry stolen the car so he haven’t ownership of this car and sold car, therefore, he can not give ownership to Tom, and Tom does not get the car’ ownership actually. And in this case Tom can only lodge a claim to Barry.Case study 3Martina recently attended an auction for the first time. She was very keen(渴望的) on a particular painting and when the bidding commenced （开始） she got so carried away that she bid much more than she intended. Martina won the auction but with fees（费用） and commissions（佣金）added on to the price, she cannot pay the full amount for the painting. Question 1What do you understand by the term ‘breach of contract’? Give two examples.Question 2List the main remedies available for breach of contract.Question 3What is the most appropriate remedy for the auctioneer（拍卖商） in this case?1、Where one party fails to fulfil his or her legal obligation under a contract.(from the text book P183)example1Tony and Jane have a contract where Tony will pay June $100 for her car and delivery. Tony pays the $100 but Jane fails to delivery.(from the text book P197)In this case study there has been a Breach of Contract by Jane as she has failed to delivery the car.Example2Shirley and Oliva have a contract where Shirley brought a cake from Oliva for her friend and asked Oliva sent the cake to her friend on 12th December 2012 , but on that day her friend did not receive the cake.In this case study there has been a breach od contract by Oliva as she failed to sent the cake.2、If there is a breach of contract then the innocent party will have the right to seek a remedy for the breach.(from the text book P184)Damages as a remedy for breach of contract. The object of awarding damages to someone is to place them in the position they would have been in had the contract been completed.So damages are really awarded as compensation- if the party has actually lost money as a result of the breach then he will be awarded ‘substantial’or ‘compensatory’damages.In some cases no actually loss may have been incurred as a result of the breach. If is still possible that damages may be awarded for trouble and inconvenience-these are know as ‘nominal’ damages.(from the text book P185)Specific implement as a remedy for breach of contractSpecific implement is to stop someone for acting in breach of contract. So specific implement may be positive---forcing someone who has been in breach to fulfil their obligations or negative ---forcing someone who has been in breach to stop doing something. (from the text book P191-192)Rescission as remedy for breach of contract.Rescission means cancellation . With this remedy, the innocent party has the rightto rescind(cancel) the contract if the other party has been guilty of a material breach of contract.The main factor to be considered is what is meant by a material of contract. If the breach is not material but only partial then the right of rescission does not exist.Many contracts contains a number of conditions, some of which are more important than others.If the contract specifically states that some are material then breach of these will mean that rescission can be taken as a remedy.(from the text book P193-194)The Defensive Remedies for breach od contractThere are two defensive remedies that can be taken by the party who is not in breach.①Lien:If a person has possession(占有) of an article(物品) on which he has been employed to do work then he can refuse to return the article to its owner until payment is made for the work done.Example of situations where lien could be used as a remedy for breach of contract include:②Retention:This is the right to refuse to pay a debt which is due(到期的).Retention can only be used under the following two circumstances:ⅰwhere compensation can be pleaded.(债权确定、到期)ⅱwhere both claims arise under the same contract.P195-197What is the most appropriate remedy for the auctioneer（拍卖商） in this case? 3、in this case the defensive remedies in the most appropriate method for the auctioneer. The defensive remedies include lien and retention, the auctioneer should take lien measure. If a person has possession of an article on which he has been employed to do work then he can refuse to return the article to its owner until payment is made for the work done.As a result of Martina won the auction but with fees and commissions added on to the price, she cannot pay the full amount for the painting, the auctioneer can keep the painting until Martina paid off the rest of money.（注：专业文档是经验性极强的领域，无法思考和涵盖全面，素材和资料部分来自网络，供参考。

Assessment task 2Assessment task instructions The UK economy is made up of millions of people and billions of economic activities. Within these activities, goods and services are created and exchanged. It can be complicated at times but a simple model explaining in general terms how an economy is organised and how those involved interact is a good start.Question 1 Draw a diagram showing the participants of the Circular Flow of Income and explain how it operates. The simple model is sufficient for a beginning, but an economy is more complex and involves external influences, which can raise or lower economic activity.Question 2 Identify three injections and three withdrawals from the Circular Flow of Income; give examples of each, and how they affect levels of economic activity. In the following table, there are examples of the growth rate of various countries over nine years Country United Kingdom United States Bulgaria Switzerland 1994 4.7 4.0 1.8 0.3 1995 2.9 2.7 2.1 0.6 1996 2.63.6 -9.4 0.3 1997 3.44.4 -5.6 1.7 1998 3.0 4.3 4.0 2.4 1999 2.14.1 2.3 1.6 2000 3.1 3.85.4 3.0 2001 1.9 0.3 4.0 1.3 2002 1.6 2.4 3.5 0.6Question 3 Choose any two of the following questions: (a)Explain at least three difficulties encountered in measuring the National Income of a country. (b) Explain (using at least three reasons) why it is difficult to compare the growth rates of the countries in the table above. (c) Explain how the multiplier effect could substantially raise the level of National Income. (d) Explain the difference between real and nominal growth using the table above.Assessment task 2 Outcome(s) covered 2 Suggested solution and making an assessment decisionQuestion 1 A circular flow diagram clearly identifying the following in their correct places: Firms: Households: Markets for factors of production: Land, labour, capital and wages, rent, profit and income. revenue spending Goods and services sold Goods and services bought Firms Households Production inputs Land, labour, capital Wages, rent, profit income （PPT 书P74）Question 2Injections: Investment Withdrawals: Savings Government spending Taxation Exports Imports Appropriate examples: Investments: New factory being built 【built a new private enterprise (grow)】Government spending: New hospital being built (not PFI or PPP)【built public schools (grow)】Exports: Firm wins order to supply new computers to foreign firm 【In cooperation with foreign sales (grow)】Savings: High interest rates result in more savings【a country saves too much of its income (decline)】Taxation: Imports: Government raise level of income tax 【government raise income tax (decline)】Record numbers of holidaymakers go on overseas holidays 【spending on foreign goods by more national】（PPT书P73）Question 3(a) Any three from the following: Errors/omissions from the data gathered，Black economy，Non-recorded items，eg DIY, housework, barter，Transfer income，Double counting.(b) Methods may change over time. Accuracy of figures，Inflation adjustments，Social conditions，Work conditions，Unequal distribution of income. Spending patterns eg defence.(c) Explanation of multiplier either in words or through use of algebra（书P199.200）. Explanation should show that an initial injection to National Income results in a larger level of NI than the original injection. Propensity to save and consume.(d) An explanation of the difference between real and nominal growth, identifying that in real terms inflation is taken into account. In 1998 the growth rate is shown as 3%. If this figure is the nominal rate and inflation is measured at 3.1%, then there is no real growth in the economy. Any similar example will suffice.【GDP=Consumption +Capital investment spending +GeneralGovernment spending +Exports +Imports of Goods(Services) GNP=GDP+NPIA(Net property income from abroad) National Income=GNP-Capital Consumption Real Growth Rate=Nominal Growth Rate-Inflation Rate (Real Growth is the grow adjusted for inflation, Nominal Growth is the grow in the current value of money, Inflation Rate is measure of rate of change in price index)2000: 3.1-3.2=-0.1 no real growth 】。

The report of marketing about Trusty-Land FoodCandidate Name:Candidate Class:Candidate SCN:World count:Table of contentsIntroduction: (3)Findings: (3)Product: (3)Price (4)Promotion (5)Place (6)Services Marketing (7)People (7)Processes (7)Physical Evidence (7)Change of marketing environment (8)Conclusion: (8)Reference: (8)Introduction:This report uses Service Marketing Mix to analysis of the Trusty-Land Food Company. Service Marketing Mix is composes of 7 Ps. I uses product, price, promotion, place to analyze the Trusty-Land Food Company. I uses people, process, and physical evidence to analyze the barber shop. Assuming Trusty-Land Food Company’s marketing environment be change.Findings:Product:Product can be offered to a market for attention, acquisition and use or consumption that might satisfy a want or need. The product includes physical objects, services, persons, places, organizations and ideas.The Trusty-Land Food Company’s products is ta ngible product. The channels of tangible product.Three different levels of product, the three levels includes core product tangible product. Meet is the core product of Trusty-Land Food Company. Meet provides protein to person and meet also improve quality of life.Product lineProducts are closely related and they function in a similar manager so the product needs a product line. Product line is benefit for sold to the same types of outlet or fall within given price ranges. Trusty-Land Food Company can take the red meet and white meet divided into two kinds of production line. The two kinds of production line can improve the production efficiency.Trusty-Land Company’s product line from less to more. The product become more the reasons includes the enterprise competiveness and to attract more customer and increase sales.Product MixProduct mix is the total sum of all the products and variants offered by an organization. The production line’s width is two, because the product lines products two kinds of meets. The meets include white meet and red meet.Product life cycle“Kitty Doggy” product life cycle“Kitty Doggy” in the growth period. During this period, this brand of pet food is increase sales, launch new products and opponents appear. I sug gests that “Kitty Doggy” keep pet food quality and “K itty Doggy” mast focuses on the opponent to find ways to increases market share.PriceThe smart pricing is amount of many charged a product or service or sum of the values that consumers exchange for the benefits of having or using the product or service.The advantage of smart pricing is ensure sales but inaccurate pricing to harm the company such as underpriced close not back to the cost so the Trusty-Land Food Company mast take the smart pricing in product.Governmentpolicy, Organization objective, Channels of Distribution, Cost, and Weather is factors that affect pricing.Government policy: Government policy affects the pricing. Government’s new dietary guidelines is recommend people to eat white meat so red meat sales will be decline and white meat sales rise. Trusty-Land Food Company in order to maintain sales of red meat so red meat be suitable reduced price. Red meat sales rise so red meat be take a appropriate price.Cost:Trusty-Land Food Company has a lot of distributors throughout the country. Meat products need fresh so meat in the process of transportation need keep fresh that increase the cost. The company in order to profit so meet rise in price.General Pricing ApproachPenetration Pricing: Trusty-Land Food company’s “Kitty Doggy’’ in the growth period so penetration pricing for pet food can attracts more customer that can increase sales. Penetration pricing can help “Kitty Doggy’’gain more market share and to promote “Kitty Doggy’’Competitive pricing: Trusty-Land Food Company focuses of the opponents that can help Trusty-land upon them opponents. Trusty-Land Company focuses on opponents that can help company win the price war and keep Trusty-Land Food Company’s dominancePromotionPromotion is kinds of a activities. Promotes product or service and its merits to target customers and persuade them to buy.The main promotional tools available to market have five types that is advertisingsales promotion, public relations, personal selling and direct marketing.AdvertisingAdvertising can highlight the product features and improve visibility. Trusty-land Food company through newspaper and street poster to attention customer to know company’s name. Trusty-Land Food Company through TV commercials to position the company. This tuned is success, TV commercial bring sales revue increased by 34% that can expand market share.Direct Marketing: Trusty-Land Food Company has its own retail groups so Trusty-Land Food Company can reduce the middleman. The middleman is getting less the company make a good price and good supplier for company’s customers that can help company improve market share.Personal Selling：Trusty-Land Food Company has a sales team the sales team to persuade customer to purchases and stock company’s product. Personal selling can improve product and increase customer purchases and contacts. Sales team can help company improve the product sales.Identification of target audience, Legal political factor. Technology factor and budget setting this four types influence the setting of the promotional mix.Identification of target audience：Customers has different demand and tastes differ with people so Trusty-Land Food Company mast identification of target audience to promotes differed products. The “Health Meat” is a good example “Health Meat” lies in their convenience and fast time. “Health Meat” suitable for fast rhythm of life that can increase salesBudget Setting: The amount of the budget effect promotion. If the Trough-Land Food have more bridge the advertising coverage is broad. The appropriate budget setting to improves the company reputation.PlacePlaces means all the company activities that make the product or services available to target customers.Tangible product’s place is distribution partner. Intangible product’s place is enterprise located or provides the service place.Wholesalers: Trusty-Land Food Company’s Products were sold to regional grocery chains and national and regional gory, wholesalers that is Wholesalers.Retailers: Seven Eleven is a retailer, Seven Eleven sales food-branded of Trusty-Land food Company. Large grocery stores and supermarkets purchase from Trusty-Land Food Company and that grocery market meat products under Trusty-Land Food Company’s Logo.The benefits of distributors to Trusty-Land Food Company Distributors for the company to reduce inventory and accelerate product circulation speed. Distribution business enterprise to increase visibility and to increase market share. Distributors to help business increase sales reduce the pressure distribution, increase profits bring convenience to clientsBuying behavior, Budget Product itself and Organizational Objective are affect choose marketers.Organizational Objective: Trusty-Land Food take “Kitty Doggy” become the leader brand. Intensive distribution consider revising the market share so organizational objective good for distributors.Buying behavior: Marketers to adopt to the consumer habits. Marketers cooperate with supermarkets or markets and impossible and book stores and flower of cooperationServices MarketingA service is any act or performance that one party can offer to anther that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. Characteristics of services is variability, perishability, inseparability and intangibility.Barbershop is three more than Trusty-Land Food Company. The three types is people, processes and physical evidence.PeoplePeople: People at services marketing is service provider. For example, people in the barber shop’s hairdresser and cashier. H airdresser giving a haircut to customer and wash hair, cashier responsible for the money. The hairdressers and cashier given the customer’s service is in tangibility and inseparability. H airdresser and cashiershould have better attitude and high service qualityProcessesProcesses: Process involves looking at the quality controls that need to be in place to ensure consistency of service.Customers into the barber shop. Barber to customers shampoo, haircut, and the barber to meet customer requirements, shampoo, cashier money, and finally the customer away. Process services emphasize consistency and effectiveness of the service.Different customers in the same service get the same level of service is uniform. Within a period of time to complete the service.Physical EvidencePhysical Evidence: Physical evidence is the “tangible” part of the service. Barbershop’s wardrobe and shampoo are all belong to the physical evidence. Physical evidence to help hairdressers to complete the service. Physical evidence also help customers evaluate service. If the customer is not satisfied with the physical evidence. Good physical evidence to make customer satisfaction increases.Change of marketing environmentSuppose company supplies meat to a city, but the city's Muslim believer’s population increases. The company can uses 4P’s product so company p rinted on product packaging halal logo and Muslim followers of the urban population accounted for the ratio becomes large. So the company provides a small amount of pork to the city and the company offers other types of meat to the city, to meet the needs of Muslim believers.Suppose an increase in the elderly population in the community. The company can use 4P’s price from company to resolve. Because elderly people are concerned about the price. The company and retailers cooperate elderly to buy meat the retailers gave elderly seven fold. Improve the company reputation and boost sales.Suppose the emergence of bird flu in society. The company uses 4P’s product. The company mast pay attention to product quality and the company to do a good job of inspection and quarantine. Using the media to promote our products are safe and maintain our company's sales.Conclusion:The Trusty-Land Food Company encountered different changes in environment in the development process. I hope my countermeasures can help Trusty-Land Food Company. Finally wish Trusty-Land Food Company gets long-term development.Reference:Wang Huihong, WANG Jing, 2013, SQA Unit Student Guide on Marketing: An Introduction, China Modern Economic Publishing House.Kotler Philip, Wong Veronica, Saunders John, Armstrong Gary, 2005, Principles of Marketing 4th European Edition, Prentice Hall.。