本书是英语专业工商管理双语教学教材系列之一。本书简要地概述了各职能领域最重要的基本概念、基本原理和主要理论，在每本书后加入了这门学科的相关重要术语，并对术语的词头进行了中文释义。对于商务英语类专业的双语教学来说，该系列丛书内容详略得当，语言准确流畅，是一套值得信赖的英语专业工商管理双语教学的系列教材。希望此系列教材能够丰富商务英语类专业的课程设置，满足广大师生的需求，同时也希望我国商务英语教育蓬勃发展！

Part1 Selecting a Form of Business Ownership

1 Sole Proprietorship 7

Characteristics of Successful Sole Proprietors 8

Advantages of a Sole Proprietorship 8

Disadvantages of a Sole Proprietorship 8

Decision Making: Deciding on the Sole Proprietor Form of Business 9

2 Partnership lo

Advantages of a Partnership 10

Disadvantages of a Partnership 11

S-Corporations 11

Limited Liability Company (LLC) 11

Decision Making: Deciding on the Partnership Form of Business 12

3 Corporation 12

How Stockholders Earn a Return 13

Private versus Public Corporations 13

Advantages of a Corporation 14

Disadvantages of a Corporation 15

Comparing Forms of Business Ownership 18

How Business Ownership Can Change 18

Decision Making: Deciding on the Corporation Form of Business 19

4 How Ownership Can Affect Return and Risk 20

Impact of Ownership on the Return on Investment 20

Impact of Ownership on Risk 21

Cross Functional Teamwork: Sources of Risk across Business Functions 22

Decision Making: Deciding Whether to Add Partners to Reduce Risk 23

5 Obtaining Ownership of an Existing Business 23

Assuming Ownership of a Family Business 23

Purchasing an Existing Business 23

Franchising 24

Self Scoring Exercise: Do You Have the Skills Necessary to Succeed in Business? 25

Decision Making: Deciding Whether to Establish Franchises 27

Global Business: Ownership of Foreign Businesses 27

College Health Club: Business Ownership at CHC 28

Summary 29

Key Terms 3o

Review & Critical Thinking Questions 31

Discussion Questions 31

It's Your Decision: Ownership at CHC 31

Investing in a Business 32

Case: Deciding the Type of Business Ownership 32

Video Case: Organization of Annie s Homegrown Business

Internet Applications 33

Dell's Secret to Success 33

In-Text Study Guide 34

Part2 Entrepreneurship and Business Planning

6 Creating a New Business

Online Resources for Creating a Business 41

Pros and Cons of Being an Entrepreneur 41

Entrepreneurial Profile 42

Decision Making: Deciding Whether to Create a New Business 43

7 Assessing Market Conditions

Demand 44

Competition 45

Small Business Survey: Competition 46

Global Business: Assessing a Market from a Gtobal Perspective 47

Labor Conditions 48

Regulatory, Conditions 48

Small Business Survey: Impact of Regulations on Small Businesses 49

Summary of Market Conditions 49

Decision Making: How to Capitalize on Market Conditions 50

8 Developing a Competitive Advantage 5o

Key Advantages 50

Small Business Survey: Quality as a Competitive Advantage 52

Using the Internet to Create a Competitive Advantage 52

Expenses of a Web-Based Business 54

Using SWOT Analysis to Develop a Competitive Advantage 54

Small Business Survey: Technology as a Competitive Advantage 55

Decision Making: Developing a Competitive Advantage 55

9 Developing the Business Plan 55

Assessment of the Business Environment 56

Management Plan 57

Marketing Plan 59

Financial Plan 60

Online Resources for Developing a Business Plan 62

Summary of a Business Plan 62

Cross Functional Teamwork: Industry Effects across Business Functions 65

Assessing a Business Plan 65

Small Business Survey: What Are the Major Concerns of Small Businesses? 66

Decision Making: Deciding on a Business P/an 66

10 Risk Management by Entrepreneurs 67

Reliance on One Customer 68

Reliance on One Supplier 68

Reliance on a Key Employee 68

Small Business Survey: What Is the Cost of Employee Injuries? 70

Exposure to E-risk 70

Decision Making: How to Manage Risk 71

College Health Club: Developing a Business Plan 71

Summary 74

Key Terms 75

Review & Critical Thinking Questions 75

Discussion Questions 76

It's Your Decision: Industry Exposure and Business Planning at CHC 77

Investing in a Business 77

Case: Planning a Business 78

Video Case: Caribou Coffee 78

Internet Applications 79

Dell's Secret to Success 79

In-Text Study Guide 80

Part 3 Creating and Pricing Products

11 Background on Products 86

Product Line 86

Product Mix 86

Small Business Survey: Product Choices as a Competitive Advantage 87

Improving the Convenience of the Product 89

Product Lift Cycle 90

Decision Making: Deciding the Product Line and Mix 91

12 Identifying a Target Market 92

Factors That Affect the Size of a Target Market 92

Small Business Survey: Identifing the Target Market 92

GLobaL Business: Targeting Foreign Countries 95

The Use of E-Marketing to Expand the Target Market 95

Decision Making: Deciding on the Target Market 96

13 Creating New Products 96

Use of Marketing Research to Create New Products 97

Small Business Survey: New Products as a Competitive Advantage 98

Small Business Survey: What Are the Keys to Creating Successful Products? 99

Use of Research and Development to Create Products 99

Steps Necessary to Create a New Product 100

Cross FunctionaL Teamwork: Interaction among Product Dedsions and Other Business Decisions 103

Decision Making: Creating a New Product 104

14 Product Differentiation

Unique Product Design 105

UniquePackaging 105

Unique Branding 106

Summary of Methods Used to Differentiate Products 108

Decision Making: Differentiating the Product 108

Pricing Strategies 108

Pricing According to the Cost of Production 109

Pricing According to the Supply of Inventory 109

Pricing According to Competitors Prices 109

Small Business Survey: Pricing as a Competitive Advantage 111

Example of Setting a Product's Price 111

Break-Even Point 113

Cross Functional Teamwork: ReLationship between Pricing and Production Strategies 114

Pricing Technology-Based Products 114

Decision Making: Pricing a Product 115

15 Additional Pricing Decisions 115

Discounting 115

Sales Prices 116

Credit Terms 116

Decision Making: Offering Sales Prices 117

College Health Club: CHC's Product Differentiation, Discounting, and Credit Decisions

Summary 118

Key Terms 119

Review & Critical Thinking Questions 120

Discussion Questions 120

It's Your Decision: Pricing Decisions at CHC 121

Investing in a Business 122

Case: Marketing T-Shirts 122

Video Case: Marketing at Burton Snowboards 123

Internet Applications 123

DeU's Secret to Success 123

In-Text Study Guide 124

Answers to In-Text Study Guide 128

Glossary 129