经济学导论_intro

Course Outline
• • • • • Session 6 Business Ownership Session 7 Management Session 8 Marketing Session 9 Financial Info & Accounting Session 10 International Finance
What Does Economics Do?
• Proponents of economics claim that it strives to answer basic queries of supply and demand, and the meta-questions such as the future of mankind.
What Does Economics Do?
• The opponents, on the other hand, believe that it is overtly assertive, and is almost the sole reason of many of the contemporary political and social challenges.
Environment of Business
• • • • • The economic and legal environment The technological environment The competitive environment The social environment The global business environment
The Business Lifecycle
• Niche Market
• Head-to-Head Competition • Growth/Demise!
Purpose of Business
• Customer satisfaction (Drucker)
• Maximize shareholder return • Maximize stakeholder return
/wiki/Economics
The Core Truths of Economics
• “Often, economics appears to be an endless procession of new puzzles, problems, and difficult dilemmas. But as experienced teachers have learned, there are a few basic concepts that underpin all of economics… Microeconomic concepts such as scarcity, efficiency, the gains from trade, and the principle of comparative advantage will never lose their central role in economics as long as scarcity itself exists.”
What Does Economics Do?
• Economics is a myth to solve other myths. As one branch of social sciences, it has probably received most attention, praise, and criticism.
What Does Economics Do?
• Economics is the social science that studies the production, distribution, and consumption of goods and services. The term economics comes from the Ancient Greek οἰκονομία (oikonomia, "management of a household, administration") from οἶκος (oikos, "house") + νόμος (nomos, "custom" or "law"), hence "rules of the house(hold)".Current economic models developed out of the broader field of political economy in the late 19th century, owing to a desire to use an empirical approach more akin to the physical sciences.
• Infrastructure (transportation, telecommunication, power, etc) • Innovation • People
The Competitive Environment
• Core Competency & Competitive Advantage • Unique Selling Proposition (USP) • Efficiency vs. Effectiveness
• Demographics
– “Change is not merely necessary to life - it is life.” – Alvin Toffler
• Culture
– “What the public wants is the image of passion, not passion itself.” - Roland Barthes
Reference Books
• Mankiw, G., Principles of Economics, PKU Press, Beijing, 2006 • Samuelson & Nordhaus, Economics. China Machine Press, Beijing • Weihrich & Koontz, Management: A Global Perspective. Economic Science Press, Beijing, 2005 • Kotler & Armstrong, Marketing: An Introduction. China Renmin University Press, Beijing, 2006
The Global Environment
• War and Terrorism
– From Freedom to Fascism – 9-11 & War in Iraq
• Globalization
The Business Process
R&D
PurAfter Sales Customer Production Logistics Marketing Sales Mgmt. chasing Services Admin.
• • • • • • • • •
R&D for innovation and efficiency Purchasing for preparation and cost Production for scale of economy Logistics for JIT and accurate supply and stock Marketing to ensure what is offered is what customers want Sales to ensure products/services are delivered After-sales to keep customers and their equipment going Customer admin to make it easy to do business Management to ensure sustainable development
The Core Truths of Economics
• “Students of macroeconomics must receive a firm grounding in the concepts of aggregate supply and demand and must understand the role of national and international monies. Students will learn the widely accepted theory of economic growth, but they should also erstand controversial theories of the business cycle” (Samuelson & Nordhaus 2002).
The Economic and Legal Environment
• GDP & PPP
• ROI (Return on Investment) • Taxes and regulations
• Legal framework
• Rule of Law vs. Rule of Man
The Tech Environment
Porter’s Five Forces
The Social Environment
• Politics
– “The end of history” - Francis Fukuyama – “Since the time of Homer every European, in what he could say about the Orient, was a racist, an imperialist, and almost totally ethnocentric.” - Edward Saï d