1、11 商务英语（Business English)Chapter 1 Motives and Functions of a Business12【Objectives and Requirements】1Basic concepts of business 2How to develop a business plan.【Contents】Identify key business stakeholders.Describe key business functions.Explain how to develop a business plan.【Difficult Points】A bus
2、iness plan1314A business is an enterprise that provides products or services desired by customers.15Product What type of product should be produced?Production How should the product be produced?Promotion How should the product be promoted?Financing How should the company obtain funds to finance the
3、cost of producing the product?1617Owners Entrepreneurs Co-owners StockholdersCreditorsEmployees ManagersSuppliersCustomers18Exhibit 1.119Identify a competitive advantage.Differentiate the product or service from competitors.Determine necessary resources.Assess feasibility of the idea.110Successful b
4、usinesses do not require a great invention.Many focus on making life more convenient for customers.Some business ideas will failbut entrepreneurs can learn from failures and make revisions.111ManagementMeans by which employees and other resources are used by the firmMarketingMeans by which products
5、and services are developed,priced,distributed,and promoted to customersKey Functions of BusinessFinanceMeans by which firms obtain and use funds for their business operationsAccountingSummary and analysis of the firms financial conditionUsed to make various business decisions113Information systemsIn
6、formation technology,people,and procedures that provide appropriate information to make effective decisions114Exhibit 1.4115Management DecisionsWhat equipment is needed?How many employees should be hired?How can employees be motivated to perform well?116Marketing DecisionsWhat price should be charge
7、d?Should the product be changed to be more appealing to customers?Should the firm use advertising or some other strategy to promote its product?117Finance DecisionsShould financial support come from the sale of stock or from borrowing money or some combination?Should the firm attempt to obtain borro
8、wed funds for a short-term or long-term period?Should the firm invest funds in a new business project?118Detailed description of the proposed businessDescription of the product or serviceTypes of customers the business would attractCompetitionFacilities needed for production119Assess the Business En
9、vironmentEconomic environmentIndustry environmentGlobal environmentDevelop Management PlanOrganizational StructureProductionHuman Resources120Marketing Plan Target Market Product Characteristics Pricing Distribution PromotionFinancial Plan Financing Feasibility121Advice and basic informationYahoos S
10、mall Business siteAmerican ExpressSmall Business AdministrationFinancing OptionsQuicken Small BusinessGThe ElevatorBusiness Planning Software122Potential revenuePotential demand for product or servicePotential expensesProfit potential123Exhibit 1.6124Exhibit 1.7125Stakeholder 利益相关者Entrepreneurs 创业者，
11、Stock 股票Stockholder 股东Return on investment 投资回报率，投资收益率Competitive advantage 竞争优势Feasibility(P.9)可行性126Electronic business(E-business,E-commerce)电子商务Accounting 会计Business plan 商业计划（书）Customer profile 顾客特征Dividend 红利，分红Finance 财物，融资Management 管理Manager 管理者Marketing 市场营销Target market 目标市场128Words and e
12、xpressions1,_Entrepreneurs_ organize,manage,and assume the risk of starting a business.2,When the ownership is shared,the proportion of the firm by the existing owners _is_ reduced.3,Many firms have grown by issuing stock to other investors.The investors who purchase the stocks are called _stockhold
13、ers_.4,Investors assess the a firms potential performance before investing _in_ its stock.5,_Creditors_ refer to those who provide loans to the firm.1306,Firms that borrow from creditors pay interest _on_ their loans.7,Employees who are responsible for managing job assignments of other employees and
14、 making key business decisions are called_managers_.8,The performance of business is partially dependent _on_ the ability of their _suppliers_ to deliver the materials on schedule.9,Firms cannot survive without _customers_.10,A business plan consists of _management_,_marketing_,_finance_,_accounting_,_information system_.
