工商導(dǎo)論runyour own business 課后題

Chapter1SettingUpaBusinessInwhichfieldwillyousetupyourbusiness?Withthedevelopmentofthescienceandtechnology,manytraditionalgoodshavebeendisplacedbyelectricalapparatus.Almostlywedoanythingbyusingelectricity,suchaselectriccookers,cellphones,computersandairconditioners.Westronglyrealizeitwhenthere’ssomethingwrongwithelectricity.SoIwanttosetupmybusiness,buildingasupermarket,inthefieldofelectricalapplianceandelectronicgoods.Willyourbusinessbeasoleproprietorship,apartnership,oracorporation?Mybusinesswillbeasoleproprietorship.Theadvantagesofsoleproprietorshipsaremanyfold.Thefollowingaretheirmajorappeals.Firstofall,it’ssimpletoestablish.Justpayasmallfee,getthenecessarystateandlocallicensesorpermits.Secondly,it’smorefreerindecision-making.Asasoleproprietor,Icanmakemyowndecisionsonbusinesspoliciesandoperations,suchasthetypeofgoodsorservicesIwanttoofferatthepriceIfeelappropriate.Thirdly,it’seasytokeepoperationalandfinancialsecrecy.Idon’thavetoreporttoshareholdersorboarddirectors.Fourthly,it’slesstaxburden.Thetaxratesforsoleproprietorsareoftenonlyhalfofthoseforcorporations.Lastbutnotleast,it’sexclusiveuseofprofits.ifIworkhardandmakeasmallfortune,Icantakealltheprofitsanddon’thavetosharethemwithanyoneelse.Chapter2Marketing:AnOverviewHowwouldyourbusinessofferadvantagesovercompetitivefirms?Theadvantagesofmybusinessaremanyfold.Thefollowingarethemajorappeals.Guaranteedauthenticgoodsofhighqualityandreasonableprice.Theelectricalapplianceandgoodsweofferareofhighqualityandreasonableprice.Anysecond-handgoodsorcopycatcellphonescannotbefoundinmymarket.wesellguaranteedauthenticgood.Somepromotionalactivities.Wecanoffersomekindsoffreegiftswhenconsumersbuymygoods.Iftheyconsumeacertainamountofmoney,theycanregisterformembershipcards.Betterafter-saleservice.Wewillofferbetterafter-saleservicefreeofchargetoensurethesatisfactionofmyconsumers.Doesyourbusinesshavefactorswhichcouldmakeyourrevenuelowerorexpenseshigherthanwhatyouexpect?Lowreputationofanewbrand.Mybusinessasanewcomertothisfieldlackshighreputationandbrandeffect,therearenotmanyconsumersatfirst.Somecopycatelectronicgoodsofcheeperpriceandpoorqualityinothercompetitivefirms.Thesegoodswillattractconsumersalotatverylowpriceatfirst,mybusinesswillbeinapoorsituationwhichmakesmyrevenuelower.Chapter3ProductsandPricingHowistheproductsyouplantoofferisdifferentfromthoseofferedbyyourcompetitors?Guaranteedauthenticgoodsofhighqualityandreasonableprice.Theelectricalapplianceandgoodsweofferareofhighqualityandreasonableprice.Anysecond-handgoodsorcopycatcellphonescannotbefoundinmymarket.wesellguaranteedauthenticgood.Betterafter-saleservice.Wewillofferbetterafter-saleservicefreeofchargetoensurethesatisfactionofmyconsumers.Howwillthepricingofyourproductsbedeterminedcomparedwiththoseofcompetitiveproducts?First,marketingresearch.Collectingandanalyzingthepriceofcompetitiveproductstoidentifyconsumers’purchasingpowerandbuyingabilities.Thendecidethepricethatthecustomerscanaccept.Alsowecansetthepricethesameasthoseofcompetitiveproducts,besideswewilloffersomelittlegiftsfreeofchargetoattractmorecustomers.Couldtheuniquefeaturesofyourproductbeprotectedfromcompetitors?Theuniquefeaturesofmyproductscouldbeprotectedfromcompetitors.Theelectricalapplianceandgoodsweofferareofhighqualityandreasonableprice.Anysecond-handgoodsorcopycatcellphonescannotbefoundinmymarket.wesellguaranteedauthenticgood.Alsowewillofferbetterafter-saleservicefreeofchargetoensurethesatisfactionofmyconsumers.Theuniquefeaturesofmyproductscouldbeprotectedfromcompetitors.Chapter4ChannelsofDistributionHowwillyourbusinessdistributetheproductstothecustomers?a.Virtualstores.We’llalsorepresentmygoodsontheInternetbysettingupvirtualstores.Myconsumerscanmakeinquiries,checkspecifications,compareprices,placeordersandmakepayment,allthroughtheInternet,thusmakingmygoodsshoppingmuchefficientthanthetraditionalmodes.Directselling.Homeappliancesandelectricalgoodscanbesolddirectly,whichinvolvessellingtoconsumersintheirhomesorworkplaces.Thisapproachcanfullydemonstratethefeaturesoftheproductsandenabledirectandone-to-oneconsultationtoprospectivebuyers.Multilevelmarketing.MLMhasbeenpopulararoundthewouldinsellingawidevarietyofproducts.Hundredsofdownliners,thecommissionscanbequitesizable.Supermarketsarelargestoresfeaturinglowprices,self-serviceandfastmovingmerchandisesuchasgroceries.Couldyourproductsbedistributedmoreefficientlyandatlowercosts?Myproductscouldbedistributedmoreefficientlyandatlowercosts.We’llrepresentmygoodsontheInternetbysettingupvirtualstores.Myconsumerscanmakeinquiries,checkspecifications,compareprices,placeordersandmakepayment,allthroughtheInternet,thusmakingmygoodsshoppingmuchefficientthanthetraditionalmodes.Andhomeappliancesandelectricalgoodscanbesolddirectly,whichinvolvessellingtoconsumersintheirhomesorworkplaces.Thisapproachcanfullydemonstratethefeaturesoftheproductsandenabledirectandone-to-oneconsultationtoprospectivebuyers.Alsoconsumerscanbuymygoodsinmysupermarket.Somyproductscouldbedistributedmoreefficientlyandatlowercosts.Whetherthecostofdistributionofyourproductswillbeaffectedsubstantiallyifpriceofutilitiesortransportationgoupbyabigmargin.Thecostofdistributionofyourproductswillbeaffectedsubstantiallyifpriceofutilitiesortransportationgoupbyabigmargin.Thenumerousfunctionstheutilitiesortransportationperform,physicaldistributionaccountsforalmost30%ofthetotalcostsofmarketing,ifpriceofutilitiesortransportationgoupbyabigmargin,thecostofdistributionofyourproductswillbeaffectedsubstantially.Chapter5PromotionDescribethepromotionalmixforyourproducts.Advertising:productadvertisingandinstitutionaladvertising.Internet.We’llrepresentmygoodsontheInternetbysettingupvirtualstores.Myconsumerscanmakeinquiries,checkspecifications,compareprices,placeordersandmakepayment,allthroughtheInternet,thusmakingmygoodsshoppingmuchefficientthanthetraditionalmodes.Newspapersandtelevision.Putmygoods’informationonthenewspapers.ADsinthenewspaperscanbeclippedandsaved,alsotheyarelowincostandcanbepreparedandplacedwithinminimumtime.Televisionscanreachavastcaptiveaudienceofalltypeswithcolorfulandeye-catching.Outdoorsalespromotion.Billboards,posters,tradeshowpublicityandelectricdisplaysarethemajorformsofoutdooradvertising.Estimatetheamountofmoneythatwillbeallocatedforpromotionduringthefirstyear.Wewillspend30%ofthemoneyonadvertisementsonthenewspapersInternetandtelevisions.Then40%ofthemoneywillbepayedforthesales-promotion,especiallyoutdoorpromotion,suchasbillboards,posters,tradeshowpublicityandelectricdisplays,toincreasecustomerawarenessandthesalesofafirm’sproductorservice.Allofthesalespromotioncanreachavastcaptiveaudienceofalltypeswithcolorfulandeye-catching.Chapter6MoneyandBanking1.1thinkplasticmoneyisreallymoney.Moneyisakeyelementineconomicandbusinessactivitiesandhasbeenthethemeofmanywittyremarks.Tous,moneyisnothingbutthecurrencyofacountry.Toeconomists,moneyisasubjectforstudyand,forsomethingtobemoney;itmustatleasthavethefollowingcharacteristics:portability,divisibility,stability,durabilityandacceptability.Firstofall,moneymustbelightinweightandeasytocarry.Second,itmustbeeasilydivisibleintosmallerpartswithafixedvalueforeachunit.Third,moneymustbestableinvalue,andthisisbestunderstoodintimesofinflation.Fourth,moneymustbeabletostandthewearandtearofrepeatedtransactionsduringitslifeincirculation.Last,formoneyofacountrytofunctionatall,itmustbemadelegaltenderforthatcountrybyitsgovernmentandbeacceptabletothepublic.Asplasticmoneyhasallthecharacteristicsofmoney,thoughit’snotmadeofpaper,itstillcanbecallerreallymoney.Easytocarryandconvenient.Creditcardhas"VISA"or"MasterCard"logo,inaforeigncountrycanbedirectlybrushcalorieofconsumption,andacashorcashwillfirstexchange;Inaddition,bycreditcardbookingtheticketandhotel,telephoneorInternetshoppingandrentacarandsoonisalsoveryconvenient,andmightnothavethecashbenefits--becausecreditcardinadditiontodirectthebrushhasa"preliminarylicense"function;Andthereisnonochangeinembarrassment.Safe,Cleanandhealthy.Asweallknowthatcashflowisbiggerandbigger,coinofbacteriaisonecanimagine,butinadditiontotheircreditcardisafewcashiertouched-evenifthecreditcarddirty,stillcancleandisinfection.FacilitatefinancialCreditcardbillinthefuturewewillreceiveapaperorelectronicmailformsofconsumptiondetailedbill,fromthebill,wecancleartheirowninlastmonth'sconsumptionandexpenditure.BlindconsumptionBrushcardnotlikecashthatapieceofamoneyflowerout,abrush,nothingfeeling,afewNumbers,leadtoblindconsumption,spendmoneylikewaterStolenbrushCreditcardbasicallythedefaultpasswordisfreecreditcardconsumption,itcaneasilybelostorstoleninwhenothersstolenbrush,causeneedlesstroubleorloss;Butinfactthecreditcardisalsobythepasswordcanapplyforcreditcardconsumption-thisisabouttoseehowyoumanageyourcreditcard.Easytolose.Itisjustasmallcard,andsometimesevenifyoulostit,youstillcan’tfindthefactafteralongtime.Withanincreasesmarketshare,Hongyacannotonlysqueezeouttherivals,butalsoconsolidateitsownposition.Afterincreasingmodesofpayment,thecustomersofHongyaincreasedrapidly.Nowadays,peopleprefertocarrycreditcardsinsteadofmuchmoney.SinceHongyastartedacceptingdifferentmodesofpayment,customersbelievethattheirlevelishighandtheyattractmorepurchasers.EspeciallyHongyaacceptsbuyingoncreditfortheregularcustomers.Sotheygainedmoremarketshare.Yes.Thenewmodesofpaymenthavepotentialrisks.Theysoldcommoditiesoncredit.Itispossibleforthemnottocollecttheaccountpayablefromtheircustomers.Somecustomersmaynotpaybackthemoneywhentheyarenotsatisfiedwiththeserviceorqualityofgoods.Whencustomersmakeopenaccount.Hongyashouldknowabouttheircreditandalsomakethemdosomepromises.IdonotthinkitwillbewidelyadoptedinChina.Firstofall,therearesomeareaswhichisnotdevelopedenoughtousecredit.Thereisnotenoughequipmentandsomepeopleevendonothaveallkindsofcards.Chapter7FinancingWithoutmoney,Ralphcannotbuyamuchneededpick-upandhisfinancialplanwasdestroyed.Hecannotimprovethestore’sdeliveryasplaned.2.Ifthebankdoesnotchangeitsdecision,Ralphcanborrowfromhisfriendsorfamilymembers.Hecanalsotransferhisotherexpenditures.Hecanevenbuythepock-upthroughaopenaccount.Takehisequipmentascollateraltosolvetheproblem.l.Settinguphisownmanufacturingfacilitiesismoreadvantages.Nowthattheirbusinesshasenlargedandtheyalsohaveenoughcapitaltosetuptheirownmanufacturingfactory.Theycandoitbythemselves.Itnotonlymakesprofitsbutalsoproducecommoditiesthatmeettheirdemands.Nootherpeopleknowmoretheirgarmentsoftheirownbrandsthanthemselves.Usingotherinvestors’fundsasequitberieficioktoHongya.HongyaneednotpaybackthemoneyandtheinvestorsalsodecreasetheliabilitiesandrisksofHongya.IfHongyausebankloansasdebts.Itmustpaybackinthelineofcreditandalsopaybacktheinterests.Therearetwotypesofloans;securesandunsecured.Hongyacanputupcollateraltomakesecuresloan.WeknowthatHongyahashadamountassets.Hongyacanalsomakerevolvingcreditagreements.Anotheroptionisshorttermfundraising.Thistypeofloanisatalowinterestrate.Chapter8Accountingl.Ithinkclientsshouldbepunishediftheymakelatepayment.ButIdonotbelievethesellercandointhisway.Firstofall,heearnsmoneyfromhisclients.Ifclientsarenotsatisfiedwithhisbehavior.Theywillchooseotherpartners.Forhisownsake,hecannotdothat.Ifhereallytakesthismeasure,theremaybemoreclientsnotmakethepayment.Inordertomakeawin-wincondition,heshouldnottakethismeasure.Itdepends.Clientswithlong-termrelationshipshouldnotbepunishedforlatepaymentbycarelessnessforthesakeofthecontinualbusinesstradeinthefuture.Butclients

whomakelatepaymentsformanytimesshouldbepunishedaccordingtowhathavebeenstipulatedinthecontracts.2.Itisagoodwaytoencourageclientstomakeearlypayment.Thiscanmotivateclientstomakepaymentsassoonaspossible,consequently,providesamplespaceforthecompany’sfuturedevelopmentwithcollectedcapital.Wecangivesomepreferentialpoliciestoclientsiftheymakeearlypayment.Forexample,wecanmakeapreferentialpriceorgivethemcommoditiesfreeofchargeasarewardtoencourageearlypayment.Toensureanearlypayment,strictandclearstipulationinthecontract,suchasthematuritydateofLCandclausesonclaimsforbreachofcontract,isessential.Inaddition,maintaininggoodrelationshipwithclientsindailylifecanalsofacilitateapromptpayment.4HongyaBalancesheet5SETS(RMB)LIABILITIESANDOWNER’SEQUITY(RMB)irrentassetsashCurrentirrentassetsash?ct¬esreceivable830,000iventories2,000,000)talcurrentassets?ct¬esreceivable830,000iventories2,000,000)talcurrentassets3,930,000ixedassetsIncometaxesdue1,387,710Totalcurrentliabilities2,880,710Long-termLiabilities1,000,000irniture6,420,000Totallong-termliabilities1,000,000sss:Accumu.Depreciation6,050,000Totalliabilities3,880,710icilities6,050,000Ownerequity11,709,280

3ss:Accumu.Depreciation(1,210,000)Stock)talfixedassets10,618,000therAssetsTotalliabilitiesindry1,042,000andowner’sequity15,590,000)talotherassets1,042,000)talassets15,590,000HongyaIncomeStatementavenue「osssales48,265,600sss:Salesreturnsandallowances2,413,300stsales45,852,300)stofgoodssold^ginninginventory1,430,000irchases34,016,000)stgoodsavailableforsale35,446,000sss:Endinginventory5,280,000)talcostofgoodssold30,166,000「ossprofit15,686,000〈pensesirketingexpenses5,080,000(advertising,salariesforsneralexpensessalesmen)2,443,000utilities,relit,etc))talexpenses7,523,000stincomebeforetaxes8,163,0003ssincometaxes1,387,710壯income6,775,290Averageinventory=Beginninginventory+Endinginventory/2=1,430,000+5,280,000/2=3355000Inventoryturnover=costofgoodssold/Averageinventory=30,166,000/3,355,000=10turnsCurrentratio=currentassets/currentliabilities=3,930,000/2,880,710=1.36timesQuickratio=currentassets-inventories/currentliabilities=3,930,000-2,000,000/2,880,710=0.67icilities6,050,000Ownerequity11,709,2803ss:Accumu.Depreciation(1,210,000)Stock)talfixedassets10,618,000therAssetsTotalliabilitiesindry1,042,000andowner’sequity15,590,000)talotherassets1,042,000)talassets15,590,000HongyaIncomeStatementavenue「osssales48,265,600sss:Salesreturnsandallowances2,413,300stsales45,852,300)stofgoodssold^ginninginventory1,430,000irchases34,016,000)stgoodsavailableforsale35,446,000sss:Endinginventory5,280,000)talcostofgoodssold30,166,000「ossprofit15,686,000〈pensesirketingexpenses5,080,000salesmen)2,443,000Inotherwords,ittakesHongya6.6days(365/55)onaveragetocollectitsreceivables.Judgingfromthesefigures,wemayseethattheinventoryandaccountsreceivableturnoversareprettyhigh,indicatingagoodandsmoothoperationinthefirm.Netprofitmarginiscomparativelylower.Chapter9TheSecuritiesMarketTheappropriateinvestmentgoalforthesixclientsshouldbemakingcertainamountprofitswiththeleastrisk,forIcanseefromtheircasesthattheoriginalprincipalisofvitalimportancefortheirnormallife,consequently,inmyopinion,theoptimalinvestmentportfolioshouldbeleastrisky.IfIwereSimon,theportfoliowouldbesuggestedasfollows,35-year-olddivorcedwoman:Concerningthetwoteensonswhomayneedalotofmoneyintheirgrowth,Isuggesttwotypesofsecuritiesintheportfolio—bondsandcommonstockwithalmostequalproportion.Thecouple:Bondswouldbemoreappealingfortheyhavefixedincomeandmaynotwanttoriskalot,sincethiskindofinvestmentprovideverysteadyincomeandhavetheleastrisk.The19-year-olduniversityfreshman:Hehasnoothereconomicalsourcesowingtothelackofparentsandhastorelyonthissumofmoneyforalongperioduntilhegraduatesandfindsajobtosupporthimself.SoIsuggestbondsandpreferredstockinhisportfolio,forbothofthemareofhighsafetyandsteadyincome.Thesinglewoman:Sheh