工商导论PDF电子书下载

Chapter 1 Setting Up a Business 1

Sole Proprietorship 1

Partnership 3

Corporation 5

A Special Form: Franchising 8

Chapter 2 Marketing: an Overview 14

The Origin of Marketing 14

The Functions of Marketing 15

The Marketing Mix 16

Market Segmentation 17

Chapter 3 Products and Pricing 22

Types of Products 22

Product Life Cycle 24

Pricing 25

Chapter 4 Channels of Distribution 33

Common Channels of Distribution 33

The Cost and Value of Middlement 35

Physical Distribution 36

Modes of Transportation 37

Chapter 5 Promotion 42

Advertising 42

Do It Yourself or Use an Advertising Agency 44

Personal Selling 45

Sales Promotion 46

Public Relations and Publicity 47

Word of Mouth 47

What Is Money? 52

Chapter 6 Money and Banking 52

What Does Money Do? 53

Types of Money 54

The Financial System 56

Savings and Loan Associations 57

Money Supply and the Federal Reserve System 58

Chapter 7 Financing 64

Short-term Financing 64

Long-term Sources of Funds 67

Debt or Equity Financing 69

Features of Bonds 69

Features of Stock 70

Balance Sheet 76

Chapter 8 Accounting 76

Income Statement 80

Chapter 9 The Securities Market 87

Primary and Secondary Markets 87

Buying and Selling Stocks 88

Bulls and Bears 88

The Bond Market 88

Who Buy Securities? 89

Chapter 10 Risk Management and Insurance 95

Approaches to Managing Business Risks 95

Insurance and Its Principles 97

Insurable Risks 98

Insurance for Business 99

Fidelity and Surety Bonds 104

Types of Law 108

Chapter 11 Business Law 108

Contract Law 109

Tort Law 111

Property Law 112

Warranty 114

Negotiable Instruments 114

Agency Law 116

Business Bankruptcy 117

Chapter 12 International Business 122

Why Trade with Other Countries? 122

Other Ways to Go Global 124

Special Issues in International Business 127

Management Functions 138

Chapter 13 Managing Business Enterprises 138

Management Levels and Skills 140

Sources of Managers 141

The Building Blocks of Organizational Structure 143

Organizational Decision Making 144

Organizational Structures 147

Informal Organization 151

The Strategic Management Process 151

Chapter 14 Human Resources Management 157

Planning for Human Resources 157

Staffing 159

Training and Developing Employees 162

Demoting and Terminating Employees 164

Compensating Employees 165

The Classical Theory 171

Chapter 15 Motivation and Leadership 171

The Hawthorne Studies 172

Maslow s Hierarchy of Human Needs 173

Herzberg s Two-factor Theory 174

McGregor s Theory X and Theory Y 175

Ouchi s Theory Z 176

Strategies for Motivating Employees 177

Leadership 182

Chapter 16 Managing Information 188

Information vs. Data 188

How Computers Work? 189

Application Programs 193

The Management Information System (MIS) 196

Factors of Producation 203

Chapter 17 The Environment and Responsibilities 203

Types of Economic System 204

Economic Goals and How to Measure Their Attainment 207

The Roles of Government 210

The Market and Competition 213

The Importance of Profits 215

The Responsibility of Business 216

Chapter 18 Careers in Business 224

Self-evaluation 224

Career Opportunities in Business 227

Successful Job Hunting 233

Key to Exercises of Cloze and Scrambled Sentences 243

Key to Translation 251

References 263