经贸英语之工商导论知识点总结.doc

1.basic forms of business
答：sole proprietorship; partnership; corporation
2.Types of organizational structure
答：Functional organization; Divisional organization; Matrix organization; Committee organization;
3.Advertising medias
答：Newspaper, television, radio,direct mail, magazines, the Internet, outdoor billboard and poster;
4.New product development process
答Generating new product ideas; Screening; Development; Testing;
Commercialization.
5.Pricing strategies
答：skimming strategy; penetration strategy; loss leader pricing strategy; odd pricing strategy; price lining strategy.
6.Sales promotion
答：Point-of-sale displays, specialty advertising, sampling, contests, lotteries
sweepstakes, coupons, trade stamps, premiums, trade shows, sponsorship.

7.sources financing
答：The most common source of funds are trade credit, bank loans, commercial paper and factoring accounts receivable.
8. items in a balance sheet
答：A balance sheet is made up of three types of accounts, i.e. assets, liabilities and owners’ equity;
Assets: cash, accounts, receivable, inventory, investments in other business, land,
equipment, buildings, vehicle, patents, copyrights, etc.
Liabilities: short-term or current liabilities and long-term liabilities.
Owners’ equity=assets minus liabilities, For sole proprietor, it means the value of
Everything owned; for corporation, it means capital stock.
9.challenges of international trade
答：Social and cultural differences; foreign exchange, trade barriers; tariffs;
Non-tariff barriers.
10.Maslow’ s hierarchy of human needs
答：Abraham Maslow was the first researcher to identify human needs systemtically and rank them in a hierarchy;
From bottom to top are physiological needs, Security needs, social needs, esteem needs, self-actualization needs.
Maslow’s hierarchy has been accepted as the most comprehensive theory of
Human needs ever proposal and is widely used by managers in motivating their
Employees.

1.Function of marketing:
marketing research; acquiring; selling; transportation; storaging; finance and credit; risk taking; standardization and grading
2. marketing mix:
Product; price; promotion; place
3. market segmentation:
Geographic variables; demographic variables; psychographic variable; product-use variables.
4. nonprice strategies:
Add value; Educate customers; Establish Relationships.

5. Retailers:
Department stores; discount stores; supermarkets; hypermarket; general stores; specialty stores;
Other retailing businesses:
Virtual stores; vending machines; mail-order houses; direct selling; cart and kiosks; multilevel marketing
6.The cost and value of intermediaries:
Time utility; place utility; ownership utility; form utility; information utility; service utility.
7. personal selling process:
Prospect; qualify; approach; make presentation; handle objections; close; follow-up.
8.Management function:
Planing; organizing; leading; controlling
9. strategies for motivating employees:
Rewards and punishment; management by objectives(MBO); participative management; make jobs more satisfying and motivating; modified work schedules;

2011/12《经贸英语选读》复习指南：
Part I. Multiple-Choice Questions 答题卡上（共40题，每题1分）
There are two types of exercises: One type is to test your memory of the basic concepts learned in the text book; the other type is the understanding and use of concepts in case study.
Examples:
When a business’s revenues exceed its expenses, it has created ____.
A. Profits
B. Sales
C. Losses
D. Competition
Which of the following is not true about promotional methods for marketing:
A. Businesses use them to communicate information
B. They replace exchange relationship with customers.
C. They seek to persuade people to purchase products
D. They are intended to make products more attractive.
Procter and Gamble has Baby Care, Beauty Care, Health Care, and Home and Fabric Care divisions in its US operations. This is an example of
A. geographic departmentalization.
B. process departmentalization
C. maintenance departmentalization.
D. product departmentalization.

Part II. Reading Comprehension（共12题，每题2分）
3 passages

Part III. Filling in the blanks. （共10题，每题1分）
Part IV. Questions（共4题，每题4分）
key concepts:
basic forms of business(unit 1)
Types of organizational structure (unit 13/136p
Advertising medias （5/ 43p
New product development process（3/22p
pricing strategies(3/23p
Sales promotion(5/46p
sources financing (7/63-68p
items in a balance sheet(8/73-75p
challenges of international trade(12/120p以后
Maslow’ s hierarchy of human needs(15/158p

Part IV. Writing（共1题， 10分）
About150 words
A topic is given.
重点章节
12 15 13 1 2 3 4 5