Starting and managing the small business

목차 (Table of Contents)

• CONTENTS
• Preface = xvii
• SECTION Ⅰ WHAT YOU SHOULD BRING TO YOUR BUSINESS = 1
• CHAPTER 1 The Need Balanced Business Experience = 3
• Chapter Outline = 3
• You Must Have the Business = 3
• You Must Have Management Skills = 9
• Developing Your Business Plan : Its Importance = 10
• Objectives of the Text = 11
• The Business Plan(or Prospectus) = 11
• Outline for Developing Your Business Plan(Prospectus) = 12
• Worksheets = 17
• Key Terms = 17
• Worksheet 1 : Opinion Survey = 18
• CHAPTER 2 Personal Factors in Staring a Business = 19
• Chapter Outline = 19
• Objectives of This Chapter = 21
• The Entrepreneurial Characteristics = 22
• Reinforcing Achievement Motivation = 25
• Ethics an Social Responsibilities in Managing Your Own Business = 31
• Rewards and Penalties of Owning Your Own Business = 34
• Summary = 37
• Worksheet 2 : Your Personal Assessment = 38
• Key Terms = 41
• Study Assignments for Review and Discussion = 41
• Projects for Students = 42
• If You Want to Read More = 42
• CHAPTER 3 Finding a Sound Idea for a Business = 44
• Chapter Outline = 44
• Objectives of This Chapter = 46
• Sources of Innovative Ideas = 48
• Guidelines for Generating Ideas for Product or Service = 49
• New Approaches for an Established Business = 58
• Need for Continuing Innovation = 59
• Innovation in an Existing Business = 60
• Summary = 62
• Worksheet 3 : Your Idea for Your Business = 64
• Key Terms = 65
• Study Assignments for Review and Discussion = 65
• Projects for Students = 65
• If You Want to Read More = 65
• CASE : Copy Queen of Taos = 67
• SECTION Ⅱ UNDERSTANDING MARKETING FOR YOUR SMALL BUSINESS = 69
• CHAPTER 4 Your Small Business as a Marketing System = 71
• Chapter Outline = 71
• Objectives of This Chapter = 74
• Achieving a Customer Orientation = 74
• What Business Are You Really In? = 75
• Summary = 84
• Worksheet 4 : Your Business as a Marketing System = 86
• Key Terms = 88
• Study Assignments for Review and Discussion = 88
• Projects for Students = 88
• If You Want to Read More = 88
• CHAPTER 5 Analyzing Your Market and Consumer Behavior = 91
• Chapter Outline = 91
• Objectives of This Chapter = 93
• Who Buys? = 94
• Why Do Consumers Buy? = 98
• What Do They Buy? = 104
• How Do They Buy? = 108
• Where Do They Buy? = 111
• When Do They Buy? = 112
• Market Segmentation = 114
• Summary = 124
• Worksheet 5 : Your Market and Consumer Behavior = 125
• Key Terms = 129
• Study Assignments for Review and Discussion = 129
• Projects for Students = 129
• If You Want to Read More = 130
• CHAPTER 6 Reaching Your Customer = 132
• Chapter Outline = 132
• Objectives of This Chapter = 134
• Setting Your Marketing Objectives = 135
• Your Product or Service Strategy = 136
• Marketing Strategy = 136
• Elements of the Selling Transaction = 137
• Carrying Out Marketing Strategy = 139
• Your Pricing Strategy = 142
• Your Distribution Strategy = 150
• Your Promotional Strategy = 153
• Summary = 166
• Worksheet 6 : Reaching Your Customer = 168
• Key Terms = 174
• Study Assignments for Review and Discussion = 174
• Projects for Students = 174
• If You Want to Read More = 175
• CHAPTER 7 Managing Your Customer Relations = 177
• Chapter Outline = 177
• Objectives of This Chapter = 179
• Customer - Driven Marketplace = 179
• Customer - Satisfaction Takes More Than Common Sense = 180
• Customer - Satisfaction : A Philosophy of Doing Business = 181
• A Comprehensive Strategy for Customer Satisfaction = 182
• Customer Follow - Up after the Sale = 184
• Do You Need a Customer Relations Manager? = 188
• Summary = 191
• Worksheet 7 : Managing Your Customer Relations = 192
• Key Terms = 194
• Study Assignments for Review and Discussion = 194
• If You Want to Read More = 195
• CASE Ⅱ : Sandy's Natural Foods = 197
• SECTION Ⅲ RETAIL, SERVICE, AND MANUFACTURING BUSINESSES = 201
• CHAPTER 8 Controlling Your Retail Operations = 203
• Chapter Outline = 203
• Objectives of This Chapter = 205
• Selecting a Location = 205
• Renting or Leasing = 210
• Identifying Your Customer = 211
• Purchasing and Inventory Control = 213
• Elements of Purchasing = 214
• Elements of Inventory Control = 218
• Computers in Small Retail Business = 222
• Advertising and Promoting Your Retail Business = 227
• Summary = 234
• Worksheet 8 : Controlling Your Retail Operations = 236
• Key Terms = 241
• Study Assignments for Review and Discussion = 241
• Projects for Students = 242
• If You Want to Read More = 242
• CHAPTER 9 Marking the Service Business = 244
• Chapter Outline = 244
• Objectives of This Chapter = 246
• Why Is the Service Business Unique? = 247
• The Marketing Concept and Buyer Behavior = 249
• Market Analysis and Marketing Strategy for the Service Business = 254
• Pricing Your Service = 255
• Promoting Your Service = 260
• Distribution Your Service = 263
• Summary = 263
• Worksheet 9 : Marketing the Service business = 267
• Key Terms = 270
• Study Assignments for Review and Discussion = 270
• Projects for Students = 270
• If You Want to Read More = 270
• CHAPTER 10 Managing International Trade = 272
• Chapter Outline = 272
• Objectives of This Chapter = 272
• Exporting : Opportunity or Threat? = 274
• Why Firms Start to Export = 276
• Market Entry and Development = 276
• Direct Exporting = 277
• Identifying the Customer = 277
• Reaching the Customer = 280
• Pricing the Product = 282
• Export Financing = 284
• Transport Financing = 289
• Transportation of goods to Market = 289
• Rules and Regulations = 291
• Knowledge - A Way to Avoid Basic Mistakes in Exporting = 294
• A Dialogue on Importing = 297
• International Communication = 299
• Summary = 301
• Worksheet 10 : Managing International Trade = 303
• Key Terms = 305
• Study Assignments for Review and Discussion = 305
• If You Want to Read More = 306
• CHAPTER 11 Managing Your Manufacturing Operations = 309
• Chapter Outline = 309
• Objective of This Chapter = 311
• Designing Your Small Plant = 312
• Overall Plant Layout = 314
• Working Your Plant More Than One Shift? = 318
• Managing Research and Development = 321
• Making Purchasing Effective = 325
• Managing Your Production Variables = 329
• Summary = 336
• Worksheet 11 : Managing Your Manufacturing Operations = 338
• Key Terms = 344
• Study Assignments for Review and Discussion = 344
• Projects for Students = 344
• If You Want to read More = 345
• CASE Ⅲ : LLL Industries = 347
• SECTION Ⅳ ACHIEVING PROACTIVE FINANCIAL MANAGEMENT = 351
• CHAPTER 12 Raising Money for Your Business = 353
• Chapter Outline = 353
• Objectives of This Chapter = 355
• Stages of Business Development = 355
• The Growth Stage = 358
• The Maturity Stage = 365
• The Decline Stage = 365
• Summary = 365
• Worksheet 12 : Raising Money for Your Business = 367
• Key Terms = 368
• Study Assignments for Review and Discussion = 368
• Projects for Students = 368
• If You Want to Read More = 369
• CHAPTER 13 Managing Your Financial Requirements = 370
• Chapter Outline = 370
• Objective of This Chapter = 372
• Planning Required = 373
• Your Planning Assumptions and Financial Plans = 374
• Using Ratio Analysis = 400
• Summary = 407
• Worksheet 13 : Managing Your Financial Requirements = 409
• Key Terms = 411
• Study Assignments for Review and Discussion = 411
• Projects for Students = 411
• If You Want to Read More = 411
• CHAPTER 14 Management Information and Computers = 413
• Chapter Outline = 413
• Formal and Informal Information = 415
• Guides to Generation Management Information = 416
• What Is a Computer? = 417
• Microcomputers and Minicomputers = 419
• Computer Hardware = 420
• Computer Soft ware = 423
• Summary = 428
• Worksheet 14 : Using a Microcomputer in Your Business = 430
• Key Terms = 432
• Study Assignments for Review and Discussion = 432
• Projects for Students = 432
• If You Want to Read More = 433
• CASE Ⅳ : CRUMPETS AND BILLARDS = 435
• SECTION Ⅴ BUYING A BUSINESS OPPORTUNITY = 437
• CHAPTER 15 Buying a Going Business = 439
• Chapter Outline = 439
• Objectives of This Chapter = 441
• To Buy or Not to Buy? = 442
• Steps in Buying a Business = 444
• Finding the Business to Buy = 445
• Screening the Offerings in Depth = 448
• Avoiding Legal Problems = 453
• Picking a Loser = 454
• Personal and Pricing the Business = 454
• Evaluating and Pricing the Business = 455
• Closing the Deal = 463
• Summary = 465
• Worksheet 15 : Buying a Going Business = 467
• Key Terms = 471
• Study Assignments for Review and Discussion = 471
• Projects for Students = 471
• If You Want to Read More = 472
• CHAPTER 16 Is Franchising the Way To Go? = 474
• Chapter Outline = 474
• Objectives of This Chapter = 476
• Advantages and Disadvantages of the Franchised Business = 476
• Recent History of Franchising = 477
• Types of Franchising Organizations = 479
• Nature of the Franchise Relationship = 481
• Evaluating the Franchise Relationship = 481
• Evaluating the Franchise Agreement = 484
• Trends in Franchising = 497
• Summary = 499
• Worksheet 16 : Franchising = 501
• Key Terms = 504
• Study Assignments for Review and Discussion = 504
• Projects for Students = 504
• If You Want to Read More = 505
• CHAPTER 17 Deciding o Some Key Legal Matters = 507
• Chapter Outline = 507
• Objectives of This Chapter = 509
• Sole Proprietorship = 509
• Partnership = 512
• Corporation = 518
• Expenses of Different Forms of Business Organization = 524
• Protection of Ideas and Concepts = 529
• Finding an Attorney and an Accountant = 533
• Summary = 537
• Worksheet 17 : Deciding on Some Key Legal Matters = 539
• Key Terms = 543
• Study Assignments for Review and Discussion = 543
• Projects for Students = 543
• If You Want to Read More = 544
• CASE : Leo's Pharmacy = 546
• SECTION Ⅵ SOME CRUCIAL MANAGEMENT FUNCTIONS = 557
• CHAPTER 18 Managing business Risk = 559
• Chapter Outline = 559
• Objectives of This Chapter = 561
• Pure Risk Insurance = 561
• The Risk Manager's Job = 562
• Risk Transfer = 563
• Risk Reduction = 564
• Selecting an Agent, a Broker, or a Consultant = 565
• Types of Coverages = 567
• Desirable Coverages = 572
• Measures to Prevent Crime = 577
• Summary = 581
• Worksheet 18 : Managing Business Risk = 583
• Key Terms = 583
• Study Assignments for Review and Discussion = 585
• Projects for Students = 585
• If You Want to Read More = 585
• CHAPTER 19 Managing Your Personnel Function = 587
• Chapter Outline = 587
• Objectives of This chapter = 589
• Developing Sound Personnel Policy = 590
• Typical Personnel Policies for the Small Company = 591
• Recruiting the Right People = 593
• Appraising Performance = 599
• Training for Work Improvement = 600
• Training before Performance = 601
• Management Succession = 602
• Techniques for Developing Managers = 603
• Terminating Personnel = 605
• Employee Leasing - An Alternative = 608
• To Unionize or Not to Unionize : That Is The Question! = 609
• Summary = 611
• Worksheet 19 : Managing Your Personnel Function = 614
• Key Terms = 616
• Study Assignments for Review and discussion = 616
• Projects for Students = 616
• If You Want to Read More = 617
• CHAPTER 20 Surviving : Managing for Productivity and Growth = 619
• Chapter Outline = 619
• Objectives of This Chapter = 621
• What Is Expected of a Good Manager? = 621
• Improving Productivity through Teamwork = 623
• Need to Change Your Entrepreneurial Qualities? = 625
• The Many Hats a Manager Must Wear = 627
• The Basic Concern as a Manager ; Productivity = 628
• A Management System for Improving Productivity = 630
• Assessing Your Productivity Performance = 635
• Summary = 639
• Worksheet 20 : Managing for Survival and Growth = 641
• Key Terms = 644
• Study Assignments for Review and Discussion = 644
• Projects for Students = 644
• If You Want to Read More = 645
• CASE Ⅵ : Hiring, Firing, and Disciplining Employee = 647
• APPENDIXES = 652
• A Outline for Developing Your Basic Business Plan(Prospectus) = 653
• B How a Typical SBIC Operates = 656
• C A Successful Prospectus = 660
• Glossary = 697
• Index = 705