1、一名词解释1.Business Business is the activity of providing goods and service involving financial and commercial and industrial aspects.2.VisionA vision is the long-term view or ideal that drives the organization3.Point of sale advertisingDisplay in retail outlets零售店(supermarkets, chain stores, etc)can at
2、tract the attention of potential customers4.Marketing Marketing is the process of planning and executing the conception , pricing ,promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and or organizational objectives.5.“AIDA” Principle in promoting a p
3、roductA- Attention (the attention of potential customers is attracted)I- Interest (an interest in the product aroused)D-Desire (creating a desire for the product)A-Action (encouraging customers to take prompt 迅速的action)二填空题1.Business is the activity of providing goods and service involving financial
4、 and commercial and industrial aspects.2.Economics deal with the production, distribution and consumption of wealth .3.An economic system in which individuals(经济体制) decide how, what, and for whom to produce-thrived. 4.Planning: Setting goals and defining the actions necessary to achieve those goals.
5、5.Organizing: The process of determining tasks to done , which will do them, and how those tasks will be managed and coordinated.6.Leading: Motivating and directing the members of the organization so that they contribute to the achievement of the goals of organization. 7.Controlling: Monitoring the
6、performance of the organization, identifying deviations between planed and actual results, and taking corrective action when necessary.8.Organization: A group of individuals who work together toward common goals.9.Usually the industry developing stages are divided into introduction (引入), Growth , ma
7、turity （成熟）and decline（衰落）.10.Marketing is the process of planning and executing the conception , pricing ,promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and or organizational objectives.11.Promotion means activities that communicate the merits (
8、特点) of the product and persuade target customers to buy it. 12.In the balance sheet（资产负债表 ）, its revealed that the total asset（资金） of a company equals the total of liabilities (负债)and the owners equity（权益）.13.Value is a combination of customer perception (顾客的想法)of the following factors. Customer Val
9、ue EquationValue is defined by the customers perception of the following factors:Product quality+Service quality+People quality+Image quality+Selling price+overall cost=Value to the customers14.National treatment (国民待遇) : Treating foreigners and locals equally.15.Globalization reflects a business or
10、ientation (方向) based on the belief that the world is becoming more homogeneous （平等的） and that distinctions （差异） between national markets are not only fading （减退）but for some products ,will eventually disappear（消失）.三简答题1. What are the ultimate goal of business? And explain some of the other goals of
11、business .TO make a profit;Other goals : sales ,social and growth objectives.2. Function of management.1) Planning 2) Organizing 3) Leading 4) Controlling3. The major points of scientific management thinkers assumed. 1) People work because of fear of hunger and the search for profit. 2) People will
12、work harder if they are paid more and pay is tied to productivity（多产） itself. Pay must be given as soon as possible after completion of the work at the end of each work shift （转变）if possible. 3) There is one best way to do the job, and both the worker and the manager must believe in this to make the
13、 assumption （假定）effective. The one best way can be determined （确定）by objective measures; using a stop watch to measure the time elapsed （过去）and counting or weighing （考虑）the output, and through trial （尝试and error. Workers capabilities（能力） and jobs must be matched as closely as possible. 4）The work to
14、 be performed is repetitive. 5) Organization goals are know. They only need to be explained to all the workers by management.4. What is vision, strategies and plans?A vision is the long-term view or ideal that drives the organizationA strategy is the articulation of the vision in terms that can be e
15、asily understood by everyone , although still at a high level.Plans are the tactical战术的；策略的means of implementing strategy and achieving objective.5. Discuss the five forces framework about the sources of competition.1) Threat of new entry 2)Bargaining power of suppliers 3) Rivalry among exiting comp
16、etitors 4) Bargaining power of buyers 5) Threat of substitute products ( The five forces framework helps identify the sources of competition in an industry or sector.When using this framework to understand competitive forces it is essential to bear the following in mind:It must be used at level of s
17、trategic business units and not at the level of the whole organization.The framework must not be used just to give to give a snapshot in time . It is important not just to describe these forces in the future.These competitive force will not only be subject to steady changes into the future but, more
18、 importantly ,to discontinuities caused by changes in the macro-environment.The five force are not independent fo each other.Competitive behavior may be concerned with disrupting these forces and not simply accommodating them )6. Discuss the four phases of a negotiation.1) preparation 2)opening 3) b
19、argaining 4) closing7. Types of listening.1) Casual （随意聆听）or social listening（社群聆听） 2) 2)Attentive（专注聆听）or critical, listening（认真聆听）3) Empathetic listening (入神聆听) 4) 4)Active listening(主动聆听)4PS4CsProductCustomerPriceCostPlaceConveniencePromotionCommunication8. Discuss the 4Cs compared to the 4Ps.( I
20、t holds-that the four Ps concept takes the sellers view of the market , not the buyers view. From the buyers view point ,in this age of connectedness ,the four Ps might be better described as the four Cs;Thus while marketers see themselves as selling a product, customers see themselves as buying val
21、ue or a solution to their problem. Customers are interested in more than the price ; they are interested in the total coasts of obtaining using, and disposing of a product Customers want the product and service to be as conveniently available as possible . Finally, through the four Cs and then build the four Ps on that platform观点.)
