工商导论PDF电子书下载

Chapter 1 Setting Up a Business 1

Sole Proprietorship 1

Partnership 3

Corporation 4

S Corporation and Limited Liability Company 7

A Special Form:Franchising 7

Exercises 8

Chapter 2 Marketing:An Overview 13

Origin of Marketing 13

Functions of Marketing 14

Marketing Mix 15

Marketing Environment 15

Market Segmentation 16

Exercises 17

Chapter 3 Products and Pricing 21

Types of Products 21

Development of New Products 22

Product Life Cycle 23

Pricing 23

Exercises 28

Chapter 4 Channels of Distribution 33

Common Channels of Distribution 33

The Cost and Value of Intermediaries 36

Physical Distribution 37

Exercises 38

Chapter 5 Promotion 43

Advertising 43

Personal Selling 45

Sales Promotion 46

Public Relations and Publicity 47

Word of Mouth 47

Exercises 48

Chapter 6 Money and Banking 53

What Is Money? 53

What Does Money Do? 54

Types of Money 55

The Financial System 56

Money Supply and the Federal Reserve System 58

Exercises 60

Chapter 7 Financing 63

Short-term Financing 63

Long-term Sources of Funds 65

Debt or Equity Financing? 67

Features of Bonds 67

Features of Stock 68

Exercises 69

Chapter 8 Accounting 73

Balance Sheet 73

Income Statement 76

Exercises 79

Chapter 9 The Securities Market 83

Primary and Secondary Markets 83

Buying and Selling Stocks 83

Bulls and Bears 84

The Bond Market 84

Who Buy Securities? 84

Exercises 87

Chapter 10 Risk Management and Insurance 91

Approaches to Managing Business Risks 91

Insurance and Its Principles 92

Insurable Risks 94

Insurance for Business 94

Fidelity and Surety Bonds 98

Exercises 99

Chapter 11 Business Law 103

Types of Law 103

Contract Law 104

Tort Law 105

Property Law 106

Warranty 108

Negotiable Instruments 108

Agency Law 109

Business Bankruptcy 110

Exercises 111

Chapter 12 International Business 115

Why Trade with Other Countries? 115

OtherWays to Go Global 117

Special Issues in International Business 120

Exercises 125

Chapter 13 Managing Business Enterprises 129

Management Functions 129

Management Levels and Skills 130

Sources of Managers 132

The Building Blocks of Organizational Structure 133

Organizational Decision Making 134

Organizational Structures 136

Informal Organization 139

The Strategic Management Process 140

Exercises 141

Chapter 14 Human Resources Management 145

Planning for Human Resources 145

Staffing 146

Training and Developing Employees 149

Demoting and Terminating Employees 151

Compensating Employees 151

Exercises 153

Chapter 15 Motivating and Leading Employees 157

The Classical Theory 157

The Hawthorne Studies 158

Maslow's Hierarchy of Human Needs 158

Herzberg's Two-factor Theory 160

McGregor's Theory X and Theory Y 160

Vroom's Expectancy Theory 161

Strategies for Motivating Employees 161

Leadership 165

Exercises 167

Chapter 16 Information Management 171

Information vs.Data 171

What Is Information Technology? 172

How Information Technology Helps Business 172

The Tangible Technology:Hardware 173

The Intangible but Crucial:Software 173

Application Programs 174

Network 176

The Management Information System(MIS) 177

MIS and Managers 177

MIS and the Management as a Whole 178

Security Issues 179

Exercises 180

Chapter 17 The Environment and Responsibilities 185

Factors of Production 185

Types of Economic System 186

Economic Goals and How to Measure Their Attainment 188

The Roles of Government 191

The Market and Competition 193

The Importance of Profits 195

The Responsibility of Business 196

Exercises 198

Chapter 18 Careers in Business 203

Self-evaluation 203

Career Opportunities in Business 205

Successful Job Hunting 210

Exercises 215

Appendix A key to Exercises of Cloze and Scrambled Sentences 219

Appendix B Key to Translation and Discussion 227

Appendix C References 239