工商导论1-5runyourownbusiness6-10课后题

实用文档Chapter1SettingUpaBusinessInwhichfieldwillyousetupyourbusiness?Withthedevelopmentofthescienceandtechnology,manytraditionalgoodshavebeendisplacedbyelectricalapparatus.Almostlywedoanythingbyusingelectricity,suchaselectriccookers,cellphones,computersandairconditioners.Westronglyrealizeitwhenthere’ssomethingwrongelectricity.SoIwanttosetupmybusiness,buildingasupermarket,inthefieldofelectricalapplianceandelectronicgoods.Willyourbusinessbeasoleproprietorship,aoracorporation?Mybusinesswillbeasoleproprietorship.Theadvantagessoleproprietorshipsaremanyfold.Thefollowingaretheirmajorappeals.Firstofall,it’ssimpletoestablish.Justpayasmallgetthenecessarystateandlocallicensesorpermits.Secondly,it’smorefreerindecision-making.Asasoleproprietor,Icanmakemyowndecisionsonbusinesspoliciesandoperations,suchasthetypeofgoodsorservicesIwanttoofferatthepriceIfeelappropriate.Thirdly,easytokeepoperationalandfinancialsecrecy.实用文档Idon’thavetoreporttoshareholdersorboarddirectors.Fourthly,it’slesstaxburden.ThetaxratesforsoleproprietorsareoftenonlyhalfofthoseforLastbutnotleast,it’sexclusiveuseofprofits.ifIworkhardandmakeasmallfortune,Icantakealltheprofitsanddon’thavetosharethemwithanyoneelse.Chapter2Marketing:AnOverviewHowwouldyourbusinessofferadvantagesovercompetitivefirms?Theadvantagesofmybusinessaremanyfold.Thefollowingarethemajorappeals.Guaranteedauthenticgoodsofhighqualityandreasonableprice.Theelectricalapplianceandgoodsweofferarehighqualityandreasonableprice.Anysecond-handgoodsorcopycatcellphonescannotbefoundinmymarket.wesellguaranteedauthenticgood.Somepromotionalactivities.Wecanoffersomekindsoffreegiftswhenconsumersbuymygoods.Iftheyconsumeacertainamountofmoney,theycanregisterformembershipcards.Betterafter-saleservice.Wewillofferbetterafter-saleservicefreeofchargetoensurethesatisfactionofmy实用文档consumers.Doesyourbusinesshavefactorswhichcouldmakeyourrevenuelowerorexpenseshigherthanwhatyouexpect?Lowreputationofanewbrand.Mybusinessasanewcomertothisfieldlackshighreputationandbrandeffect,therearenotmanyconsumersatfirst.Somecopycatelectronicgoodsofcheeperpriceandpoorqualityinothercompetitivefirms.Thesegoodswillattractconsumersalotatverylowpriceatfirst,mybusinessbeinapoorsituationwhichmakesmyrevenuelower.Chapter3ProductsandPricingHowistheproductsyouplantoofferisdifferentfromofferedbyyourcompetitors?a.Guaranteedauthenticgoodsofhighqualityandreasonableprice.Theelectricalapplianceandgoodsweofferareofhighqualityandreasonableprice.Anysecond-handgoodsorcellphonescannotbefoundinmymarket.wesellguaranteedauthenticgood.b.Betterafter-saleservice.Wewillofferbetterafter-saleservicefreeofchargetoensurethesatisfactionofmyconsumers.实用文档Howwillthepricingofyourproductsbedeterminedcomparedwiththoseofcompetitiveproducts?First,marketingresearch.Collectingandanalyzingtheofcompetitiveproductstoidentifyconsumers’purchasingpowerandbuyingabilities.Thendecidethepricethatthecustomerscanaccept.Alsowecansetthepricethesameasthoseofcompetitiveproducts,besideswewilloffersomelittlegiftsfreeoftoattractmorecustomers.Couldtheuniquefeaturesofyourproductbeprotectedcompetitors?Theuniquefeaturesofmyproductscouldbeprotectedcompetitors.Theelectricalapplianceandgoodsweofferofhighqualityandreasonableprice.Anysecond-handgoodsorcopycatcellphonescannotbefoundinmymarket.wesellguaranteedauthenticgood.Alsowewillofferbetterafter-saleservicefreeofchargetoensurethesatisfactionofmyconsumers.Theuniquefeaturesofmyproductscouldbeprotectedfromcompetitors.Chapter4ChannelsofDistributionHowwillyourbusinessdistributetheproductstothe实用文档customers? Virtualstores.We’llalsorepresentmygoodsontheInternetbysettingupvirtualstores.Myconsumerscanmakeinquiries,checkspecifications,compareprices,placeordersandmakepayment,allthroughtheInternet,thusmakingmygoodsshoppingmuchefficientthanthetraditionalmodes.Directselling.Homeappliancesandelectricalgoodscanbesolddirectly,whichinvolvessellingtoconsumersintheirhomesorworkplaces.Thisapproachcanfullydemonstratethefeaturesoftheproductsandenabledirectandone-to-oneconsultationtoprospectivebuyers.Multilevelmarketing.MLMhasbeenpopulararoundtheinsellingawidevarietyofproducts.Hundredsdownliners,thecommissionscanbequitesizable.Supermarketsarelargestoresfeaturinglowself-serviceandfastmovingmerchandisesuchasgroceries.Couldyourproductsbedistributedmoreefficientlyandlowercosts?Myproductscouldbedistributedmoreefficientlyandatlowercosts.representmygoodsontheInternetbysettingupvirtualstores.Myconsumerscanmakeinquiries,check实用文档specifications,compareprices,placeordersandmakepayment,allthroughtheInternet,thusmakingmygoodsshoppingefficientthanthetraditionalmodes.Andhomeappliancesandelectricalgoodscanbesolddirectly,whichinvolvessellingtoconsumersintheirhomesorworkplaces.Thisapproachcanfullydemonstratethefeaturesoftheproductsandenabledirectandone-to-onetoprospectivebuyers.Alsoconsumerscanbuymygoodsinmysupermarket.Somyproductscouldbedistributedmoreefficientlyandatlowercosts.Whetherthecostofdistributionofyourproductswillaffectedsubstantiallyifpriceofutilitiesortransportationgoupbyabigmargin.Thecostofdistributionofyourproductswillbeaffectedsubstantiallyifpriceofutilitiesortransportationgoupbyabigmargin.Thenumerousfunctionstheutilitiesortransportationperform,physicaldistributionaccountsforalmost30%ofthetotalcostsofmarketing,ifpriceofutilitiesortransportationgoupbyabigmargin,thecostofdistributionofyourproductswillbeaffectedsubstantially.实用文档Chapter5PromotionDescribethepromotionalmixforyourproducts.Advertisingadvertising.

:product advertising and institutionalInternet.We’llrepresentmygoodsontheInternetbysettingupvirtualstores.Myconsumerscanmakeinquiries,checkspecifications,compareprices,placeordersandmakepayment,allthroughtheInternet,thusmakingmygoodsshoppingmuchefficientthanthetraditionalmodes.Newspapersandtelevision.Putmygoods’informationonnewspapers.ADsinthenewspaperscanbeclippedandsaved,alsotheyarelowincostandcanbepreparedandplacedwithinminimumtime.Televisionscanreachavastcaptiveaudienceofalltypeswithcolorfulandeye-catching.Outdoorsalespromotion.Billboards,posters,tradepublicityandelectricdisplaysarethemajorformsoutdooradvertising.Estimatetheamountofmoneythatwillbeallocatedpromotionduringthefirstyear.Wewillspend30%ofthemoneyonadvertisementsonthenewspapersInternetandtelevisions.Then40%ofthemoney实用文档bepayedforthesales-promotion,especiallyoutdoorpromotion,suchasbillboards,posters,tradeshowpublicityandelectricdisplays,toincreasecustomerawarenessandthesalesofafirm’sproductorservice.Allofthesalespromotioncanreachavastcaptiveaudienceofalltypeswithcolorfulandeye-catching.Chapter6MoneyandBankingIthinkplasticmoneyisreallymoney.Moneyisakeyelementineconomicandbusinessactivitiesandhasbeenthemeofmanywittyremarks.Tous,moneyisnothingbutthecurrencyofacountry.Toeconomists,moneyisasubjectstudyand,forsomethingtobemoney;itmustatleasthavethefollowing characteristics: portability, divisibility,stability,durabilityandacceptability.Firstofall,moneymustbelightinweightandeasytocarry.Second,itmustbeeasilydivisibleintosmallerpartswithafixedvalueforeachunit.Third,moneymustbestableinvalue,andthisisbestunderstoodintimesofinflation.Fourth,moneymustbeabletostandthewearandtearofrepeatedtransactionsduringitslifeincirculation.实用文档Last,formoneyofacountrytofunctionatall,itmustbemadelegaltenderforthatcountrybyitsgovernmentandbeacceptabletothepublic.Asplasticmoneyhasallthecharacteristicsofmoney,thoughit’snotmadeofpaper,itstillcanbecallerreallymoney.Easytocarryandconvenient.Creditcardhas"VISA"or"MasterCard"logo,inaforeigncountrycanbedirectlybrushcalorieofconsumption,andacashorcashwillfirstexchange;Inaddition,bycreditcardbookingtheticketandhotel,telephoneorInternetshoppingandacarandsoonisalsoveryconvenient,andmightnothavethecashbenefits--becausecreditcardinadditiontodirectthebrushhasa"preliminarylicense"function;Andthereisnonochangeinembarrassment.Safe,Cleanandhealthy.Asweallknowthatcashflowisbiggerandbigger,coinofbacteriaisonecanimagine,butinadditiontotheircreditcardisafewcashiertouched-evenifthecreditcarddirty,stillcancleandisinfection.FacilitatefinancialCreditcardbillinthefuturewewillreceiveapaperorelectronicmailformsofconsumptiondetailedbill,fromthe实用文档bill,wecancleartheirowninlastmonth'sconsumptionandexpenditure.BlindconsumptionBrushcardnotlikecashthatapieceofamoneyflowerabrush,nothingfeeling,afewNumbers,leadtoconsumption,spendmoneylikewaterStolenbrushCreditcardbasicallythedefaultpasswordisfreecreditcardconsumption,itcaneasilybelostorstoleninwhenothersstolenbrush,causeneedlesstroubleorloss;Butinfactcreditcardisalsobythepasswordcanapplyforcreditconsumption-thisisabouttoseehowyoumanageyourcreditcard.Easytolose.Itisjustasmallcard,andsometimesifyoulostit,youstillcan’tfindthefactafteralongtime.Withanincreasesmarketshare,Hongyacannotonlysqueezeouttherivals,butalsoconsolidateitsownposition.Afterincreasingmodesofpayment,thecustomersofHongyaincreasedrapidly.Nowadays,peopleprefertocarrycreditcardsinsteadofmuchmoney.SinceHongyastartedacceptingdifferentmodesofpayment,customersbelievetheirlevelishighandtheyattractmorepurchasers.实用文档EspeciallyHongyaacceptsbuyingoncreditfortheregularcustomers.Sotheygainedmoremarketshare.Yes.Thenewmodesofpaymenthavepotentialrisks.Theysoldcommoditiesoncredit.Itispossibleforthemnottocollecttheaccountpayablefromtheircustomers.Somecustomersmaynotpaybackthemoneywhentheyarenotsatisfiedwiththeserviceorqualityofgoods.Whencustomersmakeopenaccount.Hongyashouldknowabouttheircreditandalsothemdosomepromises.IdonotthinkitwillbewidelyadoptedinChina.Firstofall,therearesomeareaswhichisnotdevelopedenoughusecredit.Thereisnotenoughequipmentandsomepeopleevendonothaveallkindsofcards.Chapter7FinancingWithoutmoney,Ralphcannotbuyamuchneededpick-upandhisfinancialplanwasdestroyed.Hecannotimprovethestore’sdeliveryasplaned.Ifthebankdoesnotchangeitsdecision,Ralphcanborrowfromhisfriendsorfamilymembers.Hecanalsotransferotherexpenditures.Hecanevenbuythepock-upthroughaopenaccount.Takehisequipmentascollateraltosolvetheproblem.实用文档Settinguphisownmanufacturingfacilitiesismoreadvantages.Nowthattheirbusinesshasenlargedandtheyalsohaveenoughcapitaltosetuptheirownmanufacturingfactory.Theycandoitbythemselves.Itnotonlymakesprofitsbutalsoproducecommoditiesthatmeettheirdemands.Nootherpeopleknowmoretheirgarmentsoftheirownbrandsthanthemselves.Usingotherinvestors’fundsasequityismorebeneficialtoHongya.HongyaneednotpaybackthemoneyandtheinvestorsalsodecreasetheliabilitiesandrisksofIfHongyausebankloansasdebts.Itmustpaybackinthelineofcreditandalsopaybacktheinterests.Therearetwotypesofloans;securesandunsecured.Hongyacanputupcollateraltomakesecuresloan.WeknowthatHongyahashadamountassets.Hongyacanalsomakerevolvingcreditagreements.Anotheroptionisshorttermfundraising.Thistypeofloanisatalowinterestrate.Chapter8 AccountingIthinkclientsshouldbepunishediftheymakelatepayment.ButIdonotbelievethesellercandointhisway.Firstofall,heearnsmoneyfromhisclients.Ifclientsnotsatisfiedwithhisbehavior.Theywillchooseotherpartners.Forhisownsake,hecannotdothat.Ifhereally实用文档takesthismeasure,theremaybemoreclientsnotmakethepayment.Inordertomakeawin-wincondition,heshouldnottakemeasure.Itdepends.Clientswithlong-termshouldnotbepunishedforlatepaymentbycarelessnessforthesakeofthecontinualbusinesstradeinthefuture.Butclientswhomakelatepaymentsformanytimesshouldbepunishedaccordingtowhathavebeenstipulatedinthecontracts.Itisagoodwaytoencourageclientstomakeearlypayment.Thiscanmotivateclientstomakepaymentsassoonaspossible,consequently,providesamplespaceforthedevelopmentwithcollectedcapital.Wecangivesomepreferentialpoliciestoclientsifmakeearlypayment.Forexample,wecanmakeapreferentialpriceorgivethemcommoditiesfreeofchargeasarewardtoencourageearlypayment.Toensureanearlypayment,strictandclearstipulationinthecontract,suchasthematuritydateofLCandclausesonclaimsforbreachofcontract,isessential.Inaddition,maintaininggoodrelationshipwithclientsindailylifecanalsofacilitateapromptpayment.4HongyaBalancesheetHongyaIncomeStatementRevenueGrosssalesHongyaIncomeStatementRevenueGrosssales48,265,600Less:Salesreturnsandallowances2,413,300ASSETS(RMB) LIABILITIESANDEQUITY(RMB)Currentassets CurrentliabilitiesCash 1,100,000 Accts¬espayable 1,115,000Acct¬esreceivable830,000 Accruedwages 378,000Inventories 2,000,000 Incometaxesdue Totalcurrentassets3,930,000 Totalcurrentliabilities Fixedassets Long-termLiabilities 1,000,000Furniture 6,420,000Totallong-termliabilities 1,000,000Less:Accumu.Depreciation6,050,000Totalliabilities 3,880,710Facilities 6,050,000 Ownerequity 11,709,280Less:Accumu.Depreciation(1,210,000)StockTotalfixedassets 10,618,000OtherAssets TotalliabilitiesSundry1,042,000andowner’sequity15,590,000Totalotherassets1,042,000Totalassets15,590,000实用文档Netsales 45,852,300CostofgoodssoldBeginninginventory1,430,000Purchases34,016,000Costgoodsavailableforsale 35,446,000Less:Endinginventory5,280,000Totalcostofgoodssold30,166,000Grossprofit15,686,000ExpensesMarketingexpenses5,080,000(advertising,salariesforsalesmen)Generalexpenses2,443,000(utilities,relit,etc)Totalexpenses7,523,000Netincomebeforetaxes8,163,000Lessincometaxes1,387,710Netincome6,775,290Averageinventory=Beginninginventory+Endinginventory／2=1,430,000+5,280,000／2=3355000实用文档Inventoryturnover=costofgoodssold／Averageinventory=30,166,000／3,355,000=10turnsCurrentratio=currentassets／currentliabilities=3,930,000／2,880,710=1.36timesQuick ratio= current assets-inventories／liabilities=3,930,000-2,000,000／2,880,710=0.67timesR1=负债liabilities／资产assets=3,880,710／11,709,280=0.33Grossprofitmargin=grossprofitsnetsales=15,686,00045,852,300=34.2%Netprofitmargin=netincome／netsales=6,775,290／45,852,300=14.7%Returnonowners’investment=Netincome／totalowner’equity=6,775,290／11,709,280=57.9%Inotherwords,ittakesHongya6.6days(365/55)onaveragetocollectitsreceivables.Judgingfromthesefigures,wemayseethattheinventoryandaccountsreceivableturnoversareprettyhigh,indicatingagoodandsmoothoperationinthefirm.Netprofitmargincomparativelylower.Chapter9 TheSecuritiesMarketTheappropriateinvestmentgoalforthesixclients实用文档shouldbemakingcertainamountprofitswiththeleastrisk,forIcanseefromtheircasesthattheoriginalprincipalisofvitalimportancefortheirnormallife,consequently,inmyopinion,theoptimalinvestmentportfolioshouldbeleastrisky.IfIwereSimon,theportfoliowouldbesuggestedasfollows,35-year-olddivorcedwoman:Concerningthetwoteensonswhomayneedalotofmoneyintheirgrowth,Isuggesttwotypesofsecuritiesintheportfolobondsandcommonstockwithalmostequalproportion.Thecouple:Bondswouldbemoreappealingfortheyfixedincomeandmaynotwanttoriskalot,sincethiskindofinvestmentprovideverysteadyincomeandhavetheleastrisk.The19-year-olduniversityfreshman:Hehasnoothereconomicalsourcesowingtothelackofparentsandhastoonthissumofmoneyforalongperioduntilhegraduatesandfindsajobtosupporthimself.SoIsuggestbondsandpreferredstockinhisportfolio,forbothofthemareofhighsafetyandsteadyincome.Thesinglewoman:Shehasnotgotmarriedyetandthushavetoolessworriesthantheotherfive