工商导论翻译1-7

第一章建立企业当问起将来想干什么时，大多雄心勃勃的商科学生都会说：“自主创业，做自己的老板。

” 那么市场经济中，企业的主要形式有哪些呢？企业主要有四种形式，即：个体经营（独资经营），合伙企业，公司和特许经营。

个体经营个体经营指由一个人拥有并控制管理的商业形式。

在美国，个体经营占有整个商业的四分之三。

与众人认为的“美国是一个由众多大型企业组成的国家”正好相反，这些个体企业主要集中在餐馆、街角的杂货店、花店、美容沙龙、药店、农场以及一些相似的行业。

优势个体经营有许多优势，主要的吸引力在一下几个方面：1. 易于建立在美国，建立一个新的个体企业通常只需几分钟。

交纳很少的费用并取得州政府和地方签发的执照或许可，你就成为新企业的所有者和老板。

近年来在中国，创办个体企业的手续已大大简化了。

2. 决策自由相较于其他类型的商业经营，个体经营在商业政策和运作上拥有更多的自由。

作为个体营业者，提供什么样的产品（或服务），以你认为合适的价格成交，都由你自己决定。

你用不着和其他任何人商量何时开门营业和闭店，该雇用什么样的人做你的助手，何时休息去希腊度假一周，这些都由你自己决定。

3. 易于保守经营和财务秘密尤如在战场上获胜，商场上的胜利有时候也要依靠保守秘密。

如果你是一名公司经理，你就很难保守自己的商业战略秘密。

但如果你是个体经营者，你就不必对股东或董事们汇报。

没有人会知道你的企业运作或财政上的信息，除非你急不可耐地想要引人关注。

4. 税收负担较少与其他商业形式相比，个体经营者在纳税方面最为幸运。

在美国，个体经营者的税率往往只有公司税率的一半。

5. 独自享有利润无论是总经理还是蓝领工人，只要是作雇员就常常会有“为他人做嫁衣”的感觉。

这也是为什么很多人都选择自己做老板的原因。

个体经营者则不同。

如果努力工作，赚了一笔钱，那么就可以完全独享所有的利润，不用和他人分享。

这或许也是作个体经营者最有吸引力的地方了。

劣势成为个体经营者并不是说就可以无忧无虑了，以下是其经营方式的不利方面：1. 无限责任对每位个体经营者来说无限责任是最可怕的恶梦。

工商导论翻译1-13简化了。

2. 决策自由相较于其他类型的商业经营，个体经营在商业政策和运作上拥有更多的自由。

作为个体营业者，提供什么样的产品（或服务），以你认为合适的价格成交，都由你自己决定。

你用不着和其他任何人商量何时开门营业和闭店，该雇用什么样的人做你的助手，何时休息去希腊度假一周，这些都由你自己决定。

3. 易于保守经营和财务秘密尤如在战场上获胜，商场上的胜利有时候也要依靠保守秘密。

如果你是一名公司经理，你就很难保守自己的商业战略秘密。

但如果你是个体经营者，你就不必对股东或董事们汇报。

没有人会知道你的企业运作或财政上的信息，除非你急不可耐地想要引人关注。

4. 税收负担较少与其他商业形式相比，个体经营者在纳税方面最为幸运。

在美国，个体经营者的税率往往只有公司税率的一半。

5. 独自享有利润无论是总经理还是蓝领工人，只要是作雇员就常常会有“为他人做嫁衣”的感觉。

这也是为什么很多人都选择自己做老板的原因。

个体经营者则不同。

如果努力工作，赚了一笔钱，那么就可以完全独享所有的利润，不用和他人分享。

这或许也是作个体经营者最有吸引力的地方了。

劣势成为个体经营者并不是说就可以无忧无虑了，以下是其经营方式的不利方面：1. 无限责任对每位个体经营者来说无限责任是最可怕的恶梦。

责任在这里意味着偿还债务的义务。

按照法律，个体经营者的无限责任意味着，如果此人破产了，偿还债务不仅有可能倾尽他全部的商业财产，还有可能耗尽他的部分或者全部个人财产，2. 有限的资金渠道个体经营者可能也较容易从银行获得贷款，因为他有商业资产或个人资产做抵押。

可是同那些既能从银行获得贷款又能向股东融资的大型企业相比，个体经营者获取资金的途径十分有限，因此很难保证额外资金。

3. 有限的管理技能许多的个体经营者或许是这行或那行的专家，但却很难有管理一个现代企业所要求的方方面面的技能。

这些技能至少涉及营销、融资和人力资源管理方面。

因此，个体经营者不得不做更大的努力来经营好自己的企业，并在工作上花费更多的时间。

工商导论第二版Cloze翻译详解第一章建立企业在三种最基本的企业经营组织形式中，独资企业最容易成立和解散。

它的优点包括所有者可以保留所有的利润，在商业运作中有自由，并保密。

如果企业成功，所有者还可以获得个人满足感。

另一方面，独资企业在规模和寿命方面有限制，所有者必须对所有的义务承担无限的责任。

在合伙企业中，成员主要分为两类:普通合伙人和有限合伙人，前者负责管理公司，因此负有无限责任;后者的责任仅限于他们在合伙企业中的投资。

与独资企业相比，合伙企业更容易获得资金和信贷。

他们也可以提高，因为他们的合伙人通常有不同的和互补的经验和教育背景。

主要的缺点是普通合伙人对公司的所有义务负责。

目前，我国主要的商业组织大多采取公司的形式，因为所有的所有者都承担有限责任，所有权和经营权的分离可以大大提高这种组织的绩效。

通过发行股票，他们筹集资金的能力大大增强。

但是，公司也有问题，主要是重税，缺乏商业秘密和严格的政府监管。

第二章营销概论营销的过程从创造产品和服务来满足顾客需要开始。

除了产品本身，营销组合包括定价、购买和推广策略。

事实上，营销的作用可以分为交换功能（购买和销售），分销功能（运输和存储），促进功能（标准化、融资和风险承担）。

企业认识到他们的市场营销可以更有针对性。

市场可以根据地理、人口、心理或产品使用变量进行细分。

市场研究可以通过研究消费者的购买行为和态度来帮助确定目标市场。

市场研究可以帮助市场营销者了解该细分市场的共同特性如何影响消费者的购买决策。

许多个人和心理的考虑，加上许多社会和文化的影响，决定了消费者的行为。

在做出购买决定时，消费者首先要确定自己的需求，然后在实际购买之前尽可能多地收集他们认为必要的信息。

购后评价对营销人员也很重要，因为它们会影响未来的购买模式。

由于其他国家的消费者行为、语言和习惯与我国不同，国际营销往往需要营销者重新考虑营销组合。

新产品、反映较高运输成本的价格、特定文化的广告以及利用外国公司来分销产品可能是必要的。

Setting up a business:建立一个公司：独资企业；合资企业；公司；授权经营1.Sole Proprietorship:（A sole proprietorship is a business owned and controlled byone person.）A:Simple to Establish;Free in Decision-Making;Easy to Keep Opreational and Financial Secrecy;Less Tax burden;Exclusive Use of Profits.D:Unlimited Liability;Limited Access to Capital;Limited Managerial Expertise. 2.Partnership(Those who believe that”two heads are better than one”often chooseworking in a partnership rather than running their business alone)A:Improved Access to Capital and Credit;Greater Possibility for Good Management;Definite LegalFramework;Better Prospects for Groweh.D:Unlimited Liability;Internal Conflicts;Problem of Continuity.3.Corporation:A:Limited Liability;Easy to Expand;Separated Ownership andManagement;Continuous life;D:Double Taxation;High Organizing Costs;Lack of Secrecy.4.Franchising:A:Instant customer recognition;still enjoy some independence as asole proprietor.D:Do not guarantee success;sacrifice some independence.Marketing: an overview1.The Functions of Marketing 营销的功能：Marketing Research ;Acquiring;Selling;Transportation;Storge;Finance and Credit;Risk Taking;Standardization and Grading.2;The Marketing Mix 营销组合：Product Price Promotion PlaceMarket Segmentation 市场细分：Geographic Variables;Demographic Variables; Psychographic Variables;Produce-use Variables3.Types of products产品分类：Consumer Products ; Industrial Products4.Development of New Products:Generating New Produce Ideas;Screening; Development;Testing;Commercialization5.Product Life Cycle产品的生命周期：Introduction,Growth;Maturity;Decline. Pricing Objectives 定价的目标:Prodit-Oriented Objectives;Sales-Oriented Objectives;Follow-the-Leader Objectives.Princing Strategies定价策略:Skimming Strategy;Penetration Strategy;Loss Leader Pricing Stratrgy;Odd Pricing Strategy;Price Lining Strategy.Wholesalers 批发商1.Retailers零售商:Department Stoeres;Discount Srores;Supermarkete;Hypermarkets; General Stoers;Specialty Stores;Door-to-Door Sellers;Mail-Order Houses;Vending Machines;Virtual Stores.2.The Cost and Value of Middlemen 中间商的价值Time Utility ; Place Utility ; Ownersship Utility ; Information Utility ; Form Utility 3.Modes of Transportation 运输方式：Rail;Truck;Pipeline;Water;Air.Promotion1.Advertising:Newspaper,Television,Radio,Direct,Mail,Magazines,Internet,Outdoor, Others2.Personal Selling:Prospect,Quqlify,Approach,Make Presentation,Handle Objections, Close,Follow-up.Money and Banking1.Money:portability,divisibility,stability,durability,acceptability.Printed paper纸币，metal coins硬币2.what does money do?medium of exchange，a store of value,a unit of account3.Types of Money钱的分类:M-1:currency,demand deposits,and other checkabledeposits现金，活期存款，支票存款;Time deposits定期存款。

商学概论词汇(293) Chapter1 (27)business 企业profit 利润not-profit (or nonprofit) organization 非营利组织management 管理operation manager 运营管理marketing 市场营销accountant 会计师finance 理财财务（活动）economics 经济学resources 资源factors of production 生产要素free market system 自由市场体系demand 需求demand curve 需求曲线supply 供给supply curve 供给曲线gross domestic product (GDP) 国内生产总值business cycle 经济周期，商业周期recession 衰退depression 不景气，萧条（期）full employment 充分就业unemployment rate 失业率price stability 物价稳定inflation 通货膨胀deflation 通货紧缩consumer price index（CPI）消费者价格指数national debt 国债Chapter 2 (7)entrepreneur 企业家small business administration 小企业管理局small business 小企业goods-producing sector 商品生产部，制造业service-producing sector 服务生产部，服务业business plan 商业计划franchise 特许经营权Chapter 3 (8)ethics 伦理，道德business ethics 商业伦理corporate social responsibility 企业社会责任stakeholders 利益相关者conflict of interest 利益冲突insider trading 内幕交易whistle-blower 告密者code of conduct 行为规范Chapter 4 （25）manager 经理，管理者management 管理planning 计划，规划strategic planning 战略规划，战略计划SWOT analysis SWOT分析goals （长期）经营目标objectives （中期）经营目标controlling 控制technical skills 专业技能，技术技能interpersonal skills 社交技能，人际技能conceptual skills 概念技能，理性思维技能time-management skills 时间管理技能decision-making skills 决策技能sole proprietorship 独资（经营）unlimited liability 无限责任partnership （or general partnership）合伙制（经营）limited partnership 有限合伙制（经营）corporation 公司shareholders 股东stock 股份board of directors 董事会dividends 股息limited liability 有限责任private （or closely held）corporation 不公开招股公司public corporation 公开招股公司Chapter 5 （35）human resource management (HRM) 人力资源管理strategic human resource planning 战略人力资源计划job analysis 工作分析job description 职位描述job specification 工作说明recruiting 招聘，雇佣discrimination 歧视，差别待遇selection 甄选application 申请（书）interview 面试contingent worker 临时工orientation 上岗领导off-the-job training 脱产培训on-the-job training 在职培训，在岗培训motivation 动机equity theory 公平理论job redesign 工作再设计job rotation 工作转换job enlargement 职位扩大化job enrichment 工作丰富化flextime 弹性工作时间job sharing 工作分担telecommuting 远程办公performance appraisals 业绩评价，绩效评价turnover 人员流动downsizing 缩小规模，裁员employment-at-will 自由就业wages 工资（按小时计）salary 薪水piecework 按件付酬的工作commission 佣金incentive program 激励机制bonuses 奖金benefits 福利labor union 工会collective bargaining 集体谈判，劳资双方的谈判Chapter 6 （18）product 产品industry 行业market 市场market segment 细分市场market share 市场份额operations management (OM) 运营管理project team 项目团队product development process 产品开发过程product concept 产品说明，产品概念prototype 样品patent 专利make-to-order strategy 按订单生产mass production (or make-to-stock strategy) 批量生产mass customization 大众化定制capacity 生产能力layout 设计，安排master production schedule (MPS) 主生产进度表computer-aided design (CAD) 计算机辅助设计Chapter 7 (45)marketing 市场营销marketing concept 市场观念marketing strategy 营销战略，营销策略target market 目标市场consumer market 消费品市场industrial market 工业品市场market segment 细分市场marketing mix 营销组合marketing research 营销研究secondary data 二手资料primary data 原始资料focus group 小组讨论brand 标识，品牌trademark 商标private branding 自定商标generic branding 无商标（产品）manufacturer branding 制造商牌号brand equity 商标资产，品牌资产brand loyalty 品牌偏好，品牌忠诚packaging 包装labeling 贴标签intermediary 中间商retailers 零售商wholesalers（distribution）批发商profit margin 利润率physical distribution 物流storage warehouse 储藏库distribution center 配送中心materials handling 物流搬送just-in-time production 准时制生产supply chain 供应链supply chain management（SCM）供应链管理customer value triad 顾客价值三合一value chain 价值链promotion mix 促销组合advertising 广告personal selling 人员促销，个人销售sales promotion 促销publicity 宣传推广public relations 公共关系customer-relationship management 客户关系管理product life cycle 产品生命周期external marketing environment 外部营销环境consumer behavior 消费者行为advertising agency 广告商，广告公司Chapter 8 (28)absolute advantage 绝对优势comparative advantage 比较优势balance of trade 贸易差额trade surplus 贸易顺差trade deficit 贸易逆差joint ventures 合资企业foreign direct investment(FDI) 外国直接投资foreign subsidiary 外国子公司multinational corporation (MNC) 多国公司culture 文化high-context culture 高情境文化low-context culture 低情境文化gross nation income per capita 人均国民收入exchange rate 汇率subsidies 补助金，补贴trade controls 贸易管制protectionism 贸易保护主义tariffs 关税quota (入口货等的) 配额embargo 贸易禁运dumping 倾销world trade organization 世界贸易组织International Monetary Fund 国际货币基金组织World bank 世界银行trading blocs 贸易同盟European Union 欧洲联盟North American Free Trade Association 北美自由贸易协定General Agreement On Tariffs And Trade 关税及贸易总协定Chapter 9 （40）stakeholders （公司的）利益相关者accounting 会计management accounting 管理会计financial accounting 财务会计financial statements 财务报表generally accepted accounting principles （GAAP）公认会计准则income statement 收益表；利益表；损益表revenues 销售收入expenses 费用；开支cost of goods sold 销售成本operating expenses 经营费用gross profit（or gross margin）毛利；总利润net income （or net profit）净收益（或净利润）breakeven analysis 盈亏平衡分析fixed costs 固定成本variable costs 可变成本breakeven point in units 单位盈亏平衡点balance sheet 资产负债表asset 资产liability 债务、负债owner’s equity 所有者权益fiscal year 财政年度accounting equation 会计等式account receivable 应收账款account payable 应付账款inventory 存货；库存量depreciation expense 折旧费用classified balance sheet 分类资产负债表liquidity 流运性；变线速度current asset 流动资产long-term asset (or fixed asset) 长期资产current liability 流动负债long-term liability 长期负债statement of cash flows 现金流量表operating activity 经营活动investing activity 投资活动financing activity 筹集活动certified public accountant (CPA) 注册会计师；执业会计师audit 审计private accountant 私人账户Chapter 10 (60)money 货币money market mutual funds 货币市场共同基金demand deposits 活期存款M-1 狭义货币，交易货币M-2 广义货币commercial bank 商业银行savings bank 储蓄银行credit union 信用合作社finance company 信贷公司insurance company 保险公司brokerage firm 经济商号mutual fund 共同基金money market fund 货币市场基金pension fund 退休基金Federal Reserve System（the fed）联邦储备系统（美联储）discount rate 贴现率prime rate 最低银行利率financial plan 财务计划maturity （票据等的）到期short-term loan 短期贷款intermediate loan 中期贷款long-term loan 长期贷款lines of credit 信用额度amortization 分期付款security 担保品collateral 担保品，抵押品unsecured loan 无担保贷款interest 利息cash-flow management 现金流管理trade credit 商业信用budget （一手）预算cash budget 现金预算capital budget 资本预算angel 赞助人venture capitalist 风险资本家initial public offering（IPO）首次公开发行（的股票）investment banking firm 投资银行primary market 初级市场secondary market 二级市场New York Stock Exchange （NYSE）纽约股票交易所American Stock Exchange （AMEX）美国证券交易所Over-the-counter (OTC) market 场外交易市场NASDAQ 纳斯达克Securities and Exchange Commission （SEC）美国证券交易委员会insider trading 内线交易market index 市场指数Dow Jones Industrial Average （DJIA）道琼斯工业平均指数NASDAQ Composite Index 纳达斯综合指数Standard & Poor’s Composite Index （S&P 500）标准普尔股价指数bull market （股市中的）牛市bear market (股市中的) 熊市equity financing 产权融资debt financing 债券融资stockholder’s equity 股东权益dividends 股息common stock 普通股preferred stock 优先股cumulative preferred stock 累积优先股convertible preferred stock 可兑换优先股bonds 债券。

stockholder 股东Fundamentals of business executive 公司行政领导Unit 1franchisor 授予特许者dsole proprietorship 商个体，个体户écor （店铺）装饰attire （员工）服装partnership 商合伙，合伙公司corporation (股份有限)公司unit 2 franchise 特许经营replica 执照复制品)license/permit (营业centralized 中央集权的sole proprietor 个体业主chronic shortage 长期短缺shareholder 股东product-oriented 产品导向的board director 董事会成员，董事acquire unlimited liability 无限责任获得personal selling 获取方法，渠道当面推销accesspublicity 资产assets 媒体推介bulk buying financing 筹集的资金，融资大宗购买discount price 打折销售marketing 营销uniform specification 统一规格dissolution 解散marketing mix 营销组合法律事务所law firmpromotion 促销accounting firm 会计事务所utility 功能，便利real estate firm 房地产公司channels of distribution 分销渠道，销售渠道partner 合伙人general partner 市场细分market segmentation 普通合伙人…)limited partner (责任有限合伙人瞄准，集中精力于zero in on…人口统计的供货商supplier demographicextend credit 提供信贷消费心态学psychographic法律框架legal framework 产品用途因素product-use variable破产go brokeunit 3internal conflict 内部纷争，冲突肉汤convenience goods 方便商品broth incorporator shopping goods （货比三家后再购买的）商品公司股东sales revenue 销售收入specialty goods 特种商品，特色商品feasibility 可行的法人legal person可销售性sue 起诉，控告marketabilitybankrupt 样品，样机pilot model 破产bond 债权样机prototype商业化抵押物collateral commercialization产品生命周期…finance 为提供资金product life cycle定价扩张expansion pricing所有权与经profit-oriented objectives 利润导向型目标separated ownership and managementreturn on capital 资本（投资）回报率营分离销售额导向型目标termination 终结sales-oriented objectiveresilient 亏本销售，赔本买卖be sold under cost 可恢复的有弹性的，跟进型目标follow-the leader objective dividend 股息，分红equilibrium price 所得税income tax 均衡点价格双重征税double taxation 盈亏平衡点break-even公司执照corporate charter 双刃剑double-edge swordindustrial relations 劳资关系撇脂战略skimming strategy渗透战略penetration strategy 引起，导致incurloss leader pricing strategy （用少量低价商品）诱premium 奖励券trade stamp 行业优惠券导战略redeem 兑换，返还odd pricing strategy 心理定价战略trade show 行业展览会price lining strategy 分类定价战略sponsorship 赞助unit 4 public relations 公共关系publicity 媒体推介wholesaler 批发商word of mouth 口碑retailer 零售商discount store 折扣商店，平价商店unit 6周转率turnoverportability 邮购公司可携带性mail-order housedivisibility vending machine 自动售货机可分割性stability 虚拟商店，网上商店稳定性virtual storedurability 耐用性，耐磨损性agent 代理商acceptability 合法使用性经纪人brokerdenomination 面值time utility 时间上的方便paper note 纸币place utility 地点上的方便inflation 通货膨胀ownership utility 获得拥有权上的方便transaction 交易信息上的方便information utilitycirculation 流通form utility 产品成型上的方便legal tender 法定货币truck rates 卡车运费medium of exchange perishable 易腐烂的交换媒体store of value 价值存储叉车forkliftunit of account conveyer belt 运输带计算单位，会计单位活期存款demand deposit crane 吊车产生利息的interest-bearingunit 5支票帐户checking account取款withdrawal 促销组合promotion mixproduct advertising 产品广告minimum balance 最少余额credit union 厂商整体形象广告institutional advertising 信用社serial number 序列号outdoor billboard 户外广告牌spot liquidity变现性，流动性（播放）时段specialist magazine 专业杂志portfolio 投资组合有价证券（互联网上的）超媒体hypermedia securities存款帐户savings account yellow pages 电话薄货币兑换currency exchange 广告代理公司advertising agency信用证artwork 艺术设计letters of creditcommission 银行承兑＇s acceptance banker佣金draft 汇票物色（潜在顾客）prospectaccess card 自动柜员机卡确认qualify接触（顾客）信用卡credit card approach借记卡debit card 演示make presentation理财咨询financial counseling 处理（顾客）不同意见handle objectionshome mortgage 成交close 住房抵押互助储蓄银行follow-up售后跟踪mutual savings bank销售点上的演示point-of-sale displays 存款人depositorsweep stakes 摸奖，赌券养老基金pension fund保险费premium 打折券，优惠券couponunchecked 不受控制的creditor 债权人liquidation 可持续的清算sustainableFederal Reserve 美国联邦储备局unit 8美联储Fedmanagerial accounting 管理会计discount rate 贴现率financial accounting 财务会计open-market operation 公开市场运作financial statement vault 金库财务报表balance sheet 资产负债表dealer （有价证券）券商owner＇s equity 所有者权益unit 7patent 专利copyright 版权行业信用trade creditcurrent assets 流动资产commercial paper 短期融资券fixed assets 固定资产factor （对应收帐等的）贴现intangible assets 无形资产account receivable 应收账款liabilities 负债account payable 应付账款current liabilities open account 开立账户，赊账帐户流动负债long-term liabilities 长期负债promissory note 本票current ratio 流动比率draft 汇票quick ratio （acid test ratio）速动比率义务，债务obligationrental revenue line of credit 信用额度租赁收入gross profit margin 无担保的secured/ unsecured 有/ 毛利润率net profit margin 净利润率collateral 抵押物inventory turnover 库存周转率inventory 库存average inventory 平均库存compensating balance 补偿余额account receivable turnover 循环信用revolving credit 应收账款周转率the going interest rate 市场利率s investment ＇投资回报率return on owner 面值face valueunit 9factor 贴现商securities market 债务资本debt capital 证券市场underwrite 承销corporate bond 公司债券broker 经纪人equity capital 权益资本retained earnings 留用利润stock exchange 股票交易所股票经销商（公司）股息dividend stock brokerage预计股价会涨者，买多者bull depreciation 折旧预计股票会跌者，卖空者bear 一个公司的股票总称stock投机者IOU 借据speculator股权融资equity financing 放弃forfeitshare 股票其中的一张growth stocks 绩优股借款融资debt financing blue chip 蓝筹股，绩优股资本结构capital structure speculative issues 收益与风险俱大的股票现金流cash flowunit 10utilities companies 水，电等公用事业公司risk management 风险管理到期日maturity date半成品本金principal works-in-process概率redemption premium 赎金probability优先股preferred stock pirating 海盗活动callable 可召回的马六甲海峡the Strait of Malacca 套期保值hedging 普通股common stockfeed 饲料meeting of the minds 合意coercion 胁迫risk-sharing mechanism风险分担机制fraudulent manipulation 欺诈操纵premium 保险费consideration 对价insurance policy 保险合同proper form 可保利益有效形式insurable interestbreach of contract 违约indemnity 补偿enforceable 可实施的，可执行的subrogation 代位tort law 侵权法proximate cause 近因negligence insured 保户疏忽surgical forceps 抚养人手术用镊子dependenttitle to property 财产所有权utmost good faith 最大诚信trial 赔偿compensation 试用cash on delivery 货到付款，交货付现contribution 全部赔偿不能超过应得补偿free on board 离岸价格insurable risk 可保风险unauthorized 未经授权的underwrite 承保royalty 版税，专利使用费保户policyholderlicense 允许使用（专利）property insurance 财产险warranty 担保marine insurance 海险merchantability 可用性adversity 灾祸refund 退款航空险aviation insurancenegotiable instrument liability insurance 责任险票据certificate of deposit 单位，私家所属的场所存款单premisesmaker worker＇s compensation 工伤赔偿（本票，支票）出票人drawer （汇票）出票人split-liability 责任分担endorsement vandalism 打砸等破坏行为背书blank endorsement 无过错汽车保险no-fault auto insurance 普通背书restrictive endorsement （指定收票人的）特种背reimburse 报销surgical expenses 手术费用书qualified endorsement 限定性背书hospital expenses 住院费用without recourse 不可追索自选组合cafeteria planagency law 代理法term life insurance 简单寿险principal 定期寿险limited payment life insurance 委托人，授权人agent endowment life insurance 增值寿险代理人power of attorney 委任书，授权书完全寿险straight life insuranceequitable 公平的group life insurance 集团寿险terms of reference 授权范围关键人物险key person insuranceoverbill 信用寿险开出超过合理数额的账单credit life insurancebankruptcy law fidelity bond 忠实险破产法petition for bankruptcy 履行义务险破产申请surety bond referee 调解人unit 11trustee 托管人proceeds 普通法，习惯法，判例法common law 收益extension agreement 制定法，成文法statutory law 延展协议reorganization regulatory law 行政法规重组jurisdiction 管辖，权限unit 13合法目的lawful purposeplanning 合同各方具备能力competency of parties 规划手段和目的means and ends 自愿缔约voluntary agreement organizing 组织chain of command 指挥链，指令链leading 领导motivate 激励，激发autonomy 自主权rewards 回报，奖励controlling 调控deviation 偏离，背离corrective measure 矫正措施chief executive officer 首席执行官function/division manager 部门经理operating manager 操作层经理human skills 人际关系技能conceptual skills 概括技能technical skills 操作技能recruit 招聘，招募political tint 政治色彩bottom-line manager 一线经理，基层经理proven track record 被实践证明的业绩记录headhunter 猎头公司job specialization 工作专门化departmentalization 部门化unity of command 统一指挥line authority 直线职权staff authority 职能（部门的）职权line-and-staff organization 直线――职能混合型组织responsibility 责任delegation分权，授权span of management 管理跨度，管理幅度hierarchical levels 管理层次，组织结构层次functional organization 按功能划分部门的组织divisional organization 按事业部划分的组织division manager 部门经理，事业部经理generalist 经验全面的人才，通才matrix organization 矩阵型组织standing committee 常设委员会ad hoc committee 特别委员会grapevine 非正式沟通的途径。

《工商导论》（Fundamentals of Business）考核方式：考试考试题型：选择题；填空；连线搭配；英译汉；汉译英。

教学目的以英语为授课语言，全面、系统、概要地介绍市场经济体制下工商企业的运作，让学生对市场经济既现代工商企业的运作用一个总体印象，并熟悉同期业环境、经营管理、金融财务、法律保险等方面有关的英语词汇和用语，为下一步学习更微观、更具体的课程打下基础。

1．商务知识：了解在中国融入全球经济时，在工商管理方面所需的基本概念和相关的英语知识。

2．词汇：商务英语词汇具有比较强的专业性，要求学生在一学期的学习中有管理、营销、金融、财务、贸易、法律和保险等方面1000左右的专业词汇积累，以及商务常见的缩略语，机构名称等。

3．听力与口语：能够流利地在一般性的商务活动中进行交流，能流利地进行商务方面的口头陈述和报告，并能对相关案例做讨论，；4．写作：能看懂和起草商务单据、文件、信函和报告；5．阅读：能够阅读原版的经贸书刊。

Set up a business and be my own bossChapter One Setting up a Business建立企业Four major forms of business:1.sole proprietorship个体经营优点：易于建立；simple to establish;决策自由；freer in decision-making;易于保守经营和财务秘密；easy to keep operational and financial secrecy税收负担较少；less tax burden独自享有利润exclusive use of profits缺点：无限责任；unlimited liability有限的资金渠道；limited access to capital有限的管理技巧limited managerial expertise2.partnership合伙企业优点：更方便得到资金和信贷；improve access to capital and credit优质管理的可能性大大增加greater possibility for good management明确的法律框架；definite legal framework更好的发展前景better prospects for growth缺点：无限责任；unlimited liability内部矛盾；internal conflict持续性问题problem of continuity3.corporation 大型股份制公司优点：有限责任；limited liability易于发展壮大；easy to expand所有权与经营权分离；separated ownership and management持续的生命力continuous life缺点：双重税收；double taxation高组织成本；high organizing costs缺少秘密；lack of secrecy特许经营4.franchise特许经营优点：顾客即刻认可；instant customer recognition自主性；independence获得培训指导；receive training and guidance借贷更容易less difficulty getting bank loans缺点：减少风险但不保证成功；reduce risk ,they do not guarantee success要牺牲部分独立性sacrifice some independence。

C h a p t e r1S e t t i n g U p a B u s i n e s s1.In which field will you set up your businessWith the development of the science and technology, many traditional goods have been displaced by electrical apparatus. Almostly we do anything by using electricity, such as electric cookers, cellphones, computers and air conditioners. We strongly realize it when there’s something wrong with electricity. So I want to set up my business ,building a supermarket, in the field of electrical appliance and electronic goods.2.Will your business be a sole proprietorship, a partnership, or a corporation My business will be a sole proprietorship. The advantages of sole proprietorships are many fold. The following are their major appeals.First of all, it’s simple to establish. Just pay a small fee, get the necessary state and local licenses or permits.Secondly, it’s more freer in decision-making. As a sole proprietor ,I can make my own decisions on business policies and operations, such as the type of goods or services I want to offer at the price I feel appropriate.Thirdly, it’s easy to keep operational and financial secrecy. I don’t have to report to shareholders or board directors.Fourthly, it’s less tax burden. The tax rates for sole proprietors are often only half of those for corporations.Last but not least, it’s exclusive use of I work hard and make a small fortune, I can take all the profits and don’t have to share them with anyone else.Chapter 2 Marketing: An Overview1.How would your business offer advantages over competitive firmsThe advantages of my business are many fold. The following are the major appeals.a.Guaranteed authentic goods of high quality and reasonable price. Theelectrical appliance and goods we offer are of high quality and reasonable price. Any second-hand goods or copycat cellphones cannot be found in my sell guaranteed authentic good.b.Some promotional activities .We can offer some kinds of free gifts whenconsumers buy my goods. If they consume a certain amount of money, they can register for membership cards.c.Better after-sale service. We will offer better after-sale service free ofcharge to ensure the satisfaction of my consumers.2.Does your business have factors which could make your revenue lower or expenses higher than what you expecta.Low reputation of a new brand. My business as a new comer to this fieldlacks high reputation and brand effect, there are not many consumers atfirst.b.Some copycat electronic goods of cheeper price and poor quality in othercompetitive firms. These goods will attract consumers a lot at very lowprice at first,my business will be in a poor situation which makes myrevenue lower .Chapter 3 Products and Pricing1.How is the products you plan to offer is different from those offered by your competitorsa. Guaranteed authentic goods of high quality and reasonable price. The electrical appliance and goods we offer are of high quality and reasonable price. Any second-hand goods or copycat cellphones cannot be found in my sell guaranteed authentic good.after-sale service. We will offer better after-sale service free of charge to ensure the satisfaction of my consumers.2.How will the pricing of your products be determined compared with those of competitive productsFirst, marketing research .Collecting and analyzing the price of competitive products to identify consumers’ purchasing power and buying abilities. Then decide the price that the customers can accept.Also we can set the price the same as those of competitive products, besides we will offer some little gifts free of charge to attract more customers.3.Could the unique features of your product be protected from competitorsThe unique features of my products could be protected from competitors . The electrical appliance and goods we offer are of high quality and reasonable price. Any second-hand goods or copycat cellphones cannot be found in mysell guaranteed authentic good. Also we will offer better after-sale service free of charge to ensure the satisfaction of my consumers. The unique features of my products could be protected from competitors .Chapter 4 Channels of Distribution1.How will your business distribute the products to the customersa.Virtual stores. We’ll also represent my goods on the Internet by setting upvirtual stores. My consumers can make inquiries, check specifications,compare prices, place orders and make payment, all through the Internet, thus making my goods shopping much efficient than the traditional modes.b.Direct selling. Home appliances and electrical goods can be sold directly,which involves selling to consumers in their homes or workplaces. This approach can fully demonstrate the features of the products and enabledirect and one-to-one consultation to prospective buyers.c.Multilevel marketing. MLM has been popular around the would in selling awide variety of products. Hundreds of downliners ,the commissions can be quite sizable.d.Supermarkets are large stores featuring low prices, self-service and fastmoving merchandise such as groceries.2. Could your products be distributed more efficiently and at lower costsMy products could be distributed more efficiently and at lower costs. We’ll represent my goods on the Internet by setting up virtual stores. My consumers can make inquiries, check specifications, compare prices, place orders andmake payment, all through the Internet, thus making my goods shopping much efficient than the traditional modes.And home appliances and electrical goods can be sold directly, which involves selling to consumers in their homes or workplaces. This approach can fully demonstrate the features of the products and enable direct and one-to-one consultation to prospective buyers.Also consumers can buy my goods in my my products could be distributed more efficiently and at lower costs.3.Whether the cost of distribution of your products will be affected substantially if price of utilities or transportation go up by a big margin.The cost of distribution of your products will be affected substantially if price of utilities or transportation go up by a big margin. The numerous functions the utilities or transportation perform, physical distribution accounts for almost 30% of the total costs of marketing, if price of utilities or transportation go up by a big margin, the cost of distribution of your products will be affected substantially .Chapter 5 Promotion1.Describe the promotional mix for your products.Advertising :product advertising and institutional advertising.a.Internet .We’ll represent my goods on the Internet by setting up virtualstores. My consumers can make inquiries, check specifications, compareprices, place orders and make payment, all through the Internet, thusmaking my goods shopping much efficient than the traditional modes.b.Newspapers and television. Put my goods’ information on thenewspapers .ADs in the newspapers can be clipped and saved,also they are low in cost and can be prepared and placed within minimum time.Televisions can reach a vast captive audience of all types with colorful and eye-catching.c.Outdoor sales promotion. Billboards,posters ,trade show publicity andelectric displays are the major forms of outdoor advertising.2.Estimate the amount of money that will be allocated for promotion during the first year.We will spend 30% of the money on advertisements on the newspapers Internet and televisions. Then 40% of the money will be payed for thesales-promotion, especially outdoor promotion, such as billboards,posters ,trade show publicity and electric displays, to increase customer awareness and the sales of a firm’s product or service. All of the sales promotion can reach a vast captive audience of all types with colorful and eye-catching.Chapter 6 Money and Banking1.I think plastic money is really money. Money is a key element in economic and business activities and has been the theme of many witty remarks. To us, money is nothing but the currency of a country. To economists, money is a subject for study and, for something to be money; it must at least have thefollowing characteristics: portability, divisibility, stability, durability and acceptability.First of all, money must be light in weight and easy to carry.Second, it must be easily divisible into smaller parts with a fixed value for each unit.Third, money must be stable in value, and this is best understood in times of inflation.Fourth, money must be able to stand the wear and tear of repeated transactions during its life in circulation.Last, for money of a country to function at all, it must be made legal tender for that country by its government and be acceptable to the public. As plastic money has all the characteristics of money, though it’s not made of paper, it still can be caller really money.2.Easy to carry and convenient.Credit card has "VISA" or "MasterCard" logo, in a foreign country can be directly brush calorie of consumption, and a cash or cash will first exchange; In addition, by credit card booking the ticket and hotel, telephone or Internet shopping and rent a car and so on is also very convenient, and might not have the cash benefits -- because credit card in addition to direct the brush has a "preliminary license" function; And there is no no change in embarrassment.Safe, Clean and healthy.As we all know that cash flow is bigger and bigger, coin of bacteria is one can imagine, but in addition to their credit card is a few cashier touched - even if the credit card dirty, still can clean disinfection.Facilitate financialCredit card bill in the future we will receive a paper or electronic mail forms of consumption detailed bill, from the bill, we can clear their own in last month's consumption and expenditure.3. Blind consumptionBrush card not like cash that a piece of a money flower out, a brush, nothing feeling, a few Numbers, lead to blind consumption, spend money like waterStolen brushCredit card basically the default password is free credit card consumption, it can easily be lost or stolen in when others stolen brush, cause needless trouble or loss; But in fact the credit card is also by the password can apply for credit card consumption - this is about to see how you manage your credit card.Easy to lose. It is just a small card, and sometimes even if you lost it, you still can’t find the fact after a long time.4. With an increases market share, Hongya cannot only squeeze out the rivals, but also consolidate its own position.1. After increasing modes of payment, the customers of Hongya increased rapidly. Nowadays, people prefer to carry credit cards instead of much money.Since Hongya started accepting different modes of payment, customers believe that their level is high and they attract more purchasers. Especially Hongya accepts buying on credit for the regular customers. So they gained more market share.2. Yes. The new modes of payment have potential risks. They sold commodities on credit. It is possible for them not to collect the account payable from their customers. Some customers may not pay back the money when they are not satisfied with the service or quality of goods. When customers make open account. Hongya should know about their credit and also make them do some promises.3. I do not think it will be widely adopted in China. First of all, there are some areas which is not developed enough to use credit. There is not enough equipment and some people even do not have all kinds of cards.Chapter 7 Financingmoney , Ralph can not buy a much needed pick-up and his financial plan was destroyed. He can not improve the store’s delivery as planed.the bank does not change its decision, Ralph can borrow from his friends or family members. He can also transfer his other expenditures. He can even buy the pock-up through a open account. Take his equipment as collateral to solve the problem.up his own manufacturing facilities is more advantages. Now that their business has enlarged and they also have enough capital to set up their ownmanufacturing factory. They can do it by themselves. It not only makes profits but also produce commodities that meet their demands. No other people know more their garments of their own brands than themselves.other investors’ funds as equity is more beneficial to Hongya. Hongya need not pay back the money and the investors also decrease the liabilities and risks of Hongya. If Hongya use bank loans as debts. It must pay back in the line of credit and also pay back the interests.are two types of loans; secures and unsecured. Hongya can put up collateral to make secures loan. We know that Hongya has had amount assets. Hongya can also make revolving credit agreements. Another option is short term fund raising. This type of loan is at a low interest rate.Chapter 8 Accounting1.I think clients should be punished if they make late payment. But I do not believe the seller can do in this way. First of all, he earns money from his clients. If clients are not satisfied with his behavior. They will choose other partners. For his own sake, he can not do that. If he really takes this measure, there may be more clients not make the payment.In order to make a win-win condition, he should not take this measure. It depends. Clients with long-term relationship should not be punished for late payment by carelessness for the sake of the continual business trade in the future. But clients who make late payments for many times should be punished according to what have been stipulated in the contracts.is a good way to encourage clients to make early payment. This can motivate clients to make payments as soon as possible, consequently, providesample space for the company’s future development with collected capital.can give some preferential policies to clients if they make early payment.For example, we can make a preferential price or give them commodities freeof charge as a reward to encourage early payment. To ensure an early payment,strict and clear stipulation in the contract, such as the maturity date of LC andclauses on claims for breach of contract, is essential. In addition, maintaininggood relationship with clients in daily life can also facilitate a prompt payment.4Hongya Balance sheetASSETS(RMB) LIABILITIES AND OWNER’S EQUITY(RMB)Current assets Current liabilitiesCash 1,100,000 Accts &notes payable 1,115,000Acct &notes receivable 830,000 Accrued wages 378,000Inventories 2,000,000 Income taxes due 1,387,710Total current assets 3,930,000 Total current liabilities 2,880,710Fixed assets Long-term Liabilities 1,000,000Furniture 6,420,000 Total long-term liabilities 1,000,000Less: Accumu. Depreciation 6,050,000 Total liabilities 3,880,710Facilities 6,050,000 Owner equity 11,709,280Less: Accumu. Depreciation (1,210,000) StockTotal fixed assets 10,618,000Other Assets Total liabilitiesSundry 1,042,000 and owner’s equity 15,590,000 Total other assets 1,042,000Total assets 15,590,000(1) Average inventory=Beginning inventory + Ending inventory／2=1,430,000 + 5,280,000／2=3355000(2)Inventory turnover= cost of goods sold／Average inventory=30,166,000／3,355,000=10 turnsCurrent ratio = current assets／current liabilities=3,930,000／2,880,710= Quick ratio= current assets-inventories／currentliabilities=3,930,000-2,000,000／2,880,710= timesR1=负债liabilities／资产assets=3,880,710／11,709,280=Gross profit margin= gross profits／net sales=15,686,000／45,852,300 =% Net profit margin=net income／net sales=6,775,290／45,852,300=%Return on owners’ investment=Net income／total owner’s equity=6,775,290／11,709,280=%In other words, it takes Hongya days (365/55) on average to collect its receivables.3. Judging from these figures, we may see that the inventory and accounts receivable turnovers are pretty high, indicating a good and smooth operation in the firm. Net profit margin is comparatively lower.Chapter 9 The Securities Market1.The appropriate investment goal for the six clients should bemaking certain amount profits with the least risk, for I can see from their cases that the original principal is of vital importance for their normal life, consequently, in my opinion, the optimal investment portfolio should be least risky.2.If I were Simon, the portfolio would be suggested asfollows,35-year-old divorced woman: Concerning the two teen sons who may need a lot of money in their growth, I suggest two types of securities in the portfolio—bonds and common stock with almost equal proportion.The couple: Bonds would be more appealing for they have fixed income and may not want to risk a lot, since this kind of investment provide very steady income and have the least risk.The 19-year-old university freshman: He has no other economical sources owing to the lack of parents and has to rely on this sum of moneyfor a long period until he graduates and finds a job to support himself. So I suggest bonds and preferred stock in his portfolio, for both of them are of highsafety and steady single woman: She has not got married yet and thus have too less worries than the other five people.Chapter 10 Risk Management and Insurance1.The major types of risk faced by Global Info are natural disasters, such asearthquake, typhoon and storms. Besides, fire, theft, explosion and other artificial disasters are also big risk.2. Insurance can be purchased to protect the company from damage or loss oftheir property. To be more specific, fire insurance cover losses suffered by fire and it can add a rider to the policy, extending the coverage for losses such as windstorms, explosion, riot and fire.3.It should have bought fire insurance and business interruption insurance.There may be a lot of electronic equipments in Global Info for online advice applications, thus it is susceptible to fire caused by such kind of facilities.The company should appropriate a certain portion of money to insure it against potential risks for the sake of avoidance of catastrophic losses.1.Risk means uncertainty about the future and is unavoidable to all businesses. The possibility of risk, how ever small it may seem, indeed exist and can’t be removed thoroughly. So from this sense we may see that the indispensability of insurance.However, due to the fact that the premium exceeded all the compensation and Hongya has always done a good job in disaster-prevention measures, the company can buy less insurance in the future, deducting unnecessaryinsurances and readjust the structure of insurance concerning the accidents in recent years, or it can buy more cost-saving insurance with its own reality considered.2. It can buy group life insurance, which covers all individuals in a business firm. In addition, it can also set up relative training sessions to the staff that will frequently go out on business, informing them of self-protective methods and strengthening their awareness of safety.Purchase general liability, which protects policyholders against financial risks involving personal, professional, product.。