Pre-U AQA Business: Vocabulary & Terminology Quick Memorisation Guide | Pre-U AQA 商务：词汇术语速记指南

📚 Pre-U AQA Business: Vocabulary & Terminology Quick Memorisation Guide | Pre-U AQA 商务：词汇术语速记指南

Mastering business terminology is essential for success in Pre-U AQA Business examinations. This guide introduces mnemonic devices, acronyms, and storytelling techniques to help you memorise key terms across the syllabus quickly and effectively. Each section pairs a core topic with memory aids, allowing you to recall precise definitions under exam pressure.

掌握商务术语是在 Pre-U AQA 商务考试中取得成功的关键。本指南介绍助记法、首字母缩略词和故事化技巧，帮助你快速高效地记忆大纲中的关键术语。每个部分将一个核心主题与记忆辅助工具配对，让你在考试压力下也能准确回忆定义。

---

1. Business Structures & Ownership | 企业结构与所有权

Learn the characteristics of sole traders, partnerships, private and public limited companies. Use the acronym ‘SPLPP’: Sole trader (one owner, unlimited liability), Partnership (2-20 people, deed of partnership), Ltd (private limited company, shares sold privately), Plc (public limited company, shares traded on stock exchange). To remember unlimited vs limited liability, think ‘You are the business’ for sole traders/partnerships, and ‘The business is a separate person’ for companies.

学习独资经营者、合伙企业、私营和上市有限公司的特征。使用首字母缩略词 ‘SPLPP’：Sole trader（单一所有者，无限责任），Partnership（2-20人，合伙协议），Ltd（私营有限公司，私下出售股份），Plc（上市有限公司，股票在证券交易所交易）。要记住无限责任与有限责任，对独资/合伙企业想 ‘你即企业’，对公司想 ‘企业是一个独立的人’。

Memorise the term ‘limited liability’ by visualising a shield protecting your personal assets – the shield has ‘Ltd’ or ‘Plc’ printed on it. For ‘unlimited liability’, picture your house and car on a scale, ready to be taken away.

通过想象一块保护你个人资产、上面印有 ‘Ltd’ 或 ‘Plc’ 的盾牌来记忆 ‘有限责任’ 这个词。对于 ‘无限责任’，想象你的房子和汽车放在天平上，随时可能被拿走。

A key document for partnerships is the ‘Deed of Partnership’ – think of a deed as a ‘deal in writing’ that sets out profit shares and responsibilities. For companies, two vital documents are the ‘Memorandum of Association’ and ‘Articles of Association’ – imagine a memo announcing the birth of the company, while articles are the internal rulebook.

合伙企业的一个关键文件是 ‘合伙契约’ – 将 ‘deed’ 想成一份书面 ‘交易’，规定了利润分配和责任。对公司而言，两个关键文件是 ‘公司设立备忘录’ 和 ‘公司章程’ – 想象一份备忘录宣布公司诞生，而章程是内部规则手册。

• Sole Trader: Unlimited liability, one owner
• Partnership: Deed of Partnership, 2-20 owners
• Private Ltd (Ltd): Limited liability, shares not public
• Public Ltd (Plc): Limited liability, floated on Stock Exchange

• 独资经营者：无限责任，单一所有者
• 合伙企业：合伙契约，2-20名所有者
• 私营有限公司 (Ltd)：有限责任，股份不公开发行
• 上市有限公司 (Plc)：有限责任，在证券交易所上市

---

2. The Marketing Mix (7Ps) | 营销组合（7Ps）

AQA Pre-U expects you to discuss the extended marketing mix. Use the mnemonic ‘People Process Physical Evidence’ added to the traditional 4Ps. Remember the 4Ps first: Product, Price, Place, Promotion. Then for services, add People (staff delivering the service), Process (how the service is delivered), Physical Evidence (tangible cues like décor, branding materials). Link them: ‘Please Pay For Pizza, Or People Process Paper Clues.’

AQA Pre-U 要求你讨论扩展的营销组合。使用助记法 ‘People Process Physical Evidence’ 添加到传统的4Ps。首先记住4Ps：产品、价格、渠道、促销。然后对于服务，加上人员（提供服务的人员）、过程（服务如何交付）、有形展示（如装饰、品牌材料等有形线索）。把它们连起来：’请为披萨付款，否则人们要处理纸上的线索’。

To memorise ‘Physical Evidence’, imagine a bank’s marble floors and uniformed staff – these are the physical signs that make the service feel reliable. ‘Process’ think of a fast-food restaurant’s assembly line – how the product moves from order to delivery. ‘People’ remind yourself that a smile is part of the product in service industries.

要记住 ‘有形展示’，想象银行的大理石地板和穿着制服的员工 – 这些是使服务感觉可靠的有形标志。’过程’ 想象快餐店的装配线 – 产品如何从点单到交付。’人员’ 提醒自己，在服务业中微笑是产品的一部分。

Exam tip: When analysing a business’s marketing strategy, always check if it is product-oriented or market-oriented. Product-oriented: the firm ‘makes what it is good at making’ and hopes customers will buy. Market-oriented: the firm researches what customers want first, then makes it. Think ‘product-oriented = love the product first; market-oriented = love the market first.’

考试提示：分析企业营销策略时，始终检查它是产品导向还是市场导向。产品导向：企业 ‘制造其擅长制造的东西’，希望顾客会购买。市场导向：企业先研究顾客想要什么，然后制造。想 ‘产品导向 = 先爱上产品；市场导向 = 先爱上市场’。

---

3. Pricing Strategies Made Simple | 定价策略简化

Key pricing strategies can be grouped using the acronym ‘CPP PDC’: Cost-plus (add a mark-up to cost), Penetration (low price to enter), Price skimming (high then lower), Psychological (£9.99), Dynamic (changes with demand), Competitive (match rivals). Create a story: ‘Costly Products Push People’s Psyches, Dynamically Competing.’

关键定价策略可以使用缩写 ‘CPP PDC’ 分组：成本加成（在成本上加价），渗透（低价进入），撇脂（高价后降价），心理定价（9.99英镑），动态定价（随需求变化），竞争性定价（匹配对手）。编一个故事：’昂贵的产品推挤人们的心灵，动态地竞争’。

Cost-plus pricing: the formula is Price = Unit cost + (Mark-up % × Unit cost). Remember ‘C plus M equals P’, where Cost, Mark-up, Price. For penetration pricing, think of a drill going deep into the market – lower price to gain market share quickly. Price skimming: imagine skimming the cream from top – take high profits from early adopters before lowering price.

成本加成定价：公式是 价格 = 单位成本 + (加成百分比 × 单位成本)。记住 ‘C 加 M 等于 P’，即成本、加成、价格。对于渗透定价，想象一把钻头深入市场 – 降低价格以快速获得市场份额。撇脂定价：想象从顶部撇去奶油 – 在降低价格之前从早期采用者那里获得高额利润。

Dynamic pricing is used by airlines and Uber – prices move with supply and demand, think of a dynamic dance. Psychological pricing: consumers perceive £9.99 as closer to £9 than £10. The ‘left-digit effect’. Competitive pricing: align with competitors, especially in oligopoly markets like supermarkets.

动态定价被航空公司和优步使用 – 价格随供需变动，想象一场动态舞蹈。心理定价：消费者感觉 9.99 英镑更接近 9 英镑而不是 10 英镑。’左数效应’。竞争性定价：与竞争者对齐，特别是在寡头市场如超市。

---

4. Financial Ratio Recall | 财务比率记忆

Ratios fall into five categories – remember ‘PEGSL’: Profitability, Efficiency, Gearing, Solvency, Liquidity. Each category has a story. Profitability: ‘How much profit from each sale?’ – Gross margin = (Gross profit / Revenue) × 100; Net margin = (Net profit / Revenue) × 100; ROCE = (Operating profit / Capital employed) × 100. Think ‘ROCE is Return On Capital Employed, the reward for investment.’

比率分为五类 – 记住 ‘PEGSL’：盈利能力、效率、杠杆、偿债能力、流动性。每个类别都有一个故事。盈利能力：’每笔销售有多少利润？’ – 毛利率 = (毛利润 / 收入) × 100；净利率 = (净利润 / 收入) × 100；已动用资本回报率 = (营业利润 / 已动用资本) × 100。想 ‘ROCE 是已动用资本回报率，是对投资的回报’。

Efficiency ratios measure how well assets are used. Asset turnover = Revenue / Net assets. The higher the better. Remember ‘Turning over assets’ like a chef flipping pancakes – more flips, more sales generated. Inventory turnover = Cost of sales / Average inventory. Faster turnover means less cash tied up in stock.

效率比率衡量资产利用得如何。资产周转率 = 收入 / 净资产。越高越好。记住 ‘翻转资产’ 像厨师翻煎饼 – 翻得越多，产生的销售额越多。存货周转率 = 销售成本 / 平均存货。更快的周转意味着更少的现金被库存占用。

Liquidity: Can the business pay short-term debts? Current ratio = Current assets / Current liabilities; Acid test = (Current assets – inventory) / Current liabilities. The acid test is ‘harsh’, excluding inventory. Gearing measures debt risk: Gearing ratio = (Non-current liabilities / Total equity + Non-current liabilities) × 100. Over 50% is high – think ‘gearing up’ with a heavy debt backpack.

流动性：企业能否偿还短期债务？流动比率 = 流动资产 / 流动负债；速动比率 = (流动资产 – 存货) / 流动负债。速动比率很 ‘苛刻’，排除了存货。杠杆衡量债务风险：杠杆比率 = (非流动负债 / 总权益 + 非流动负债) × 100。超过 50% 为高 – 想象 ‘背负’ 着一个沉重的债务背包。

Ratio Category	Key Acronym	Memory Image
Profitability	GM, NM, ROCE	‘Gross’ means big, ‘Net’ is after everything, ‘ROCE’ rocks
Liquidity	Current, Acid	Acid burns inventory away

比率类别	关键缩写	记忆图像
盈利能力	GM, NM, ROCE	‘毛’ 是大的，’净’ 是扣除一切之后，’ROCE’ 摇滚起来
流动性	流动，速动	速动比率把库存烧掉

---

5. Motivation Theories in Bite-Sized Chunks | 激励理论速记

There are several key motivation theories: Taylor (money motivates), Maslow (hierarchy of needs), Herzberg (hygiene and motivators), Mayo (human relations). Use a chain: ‘Taylor’s Money Makes Maslow’s Hierarchy, Herzberg’s Two-Factor Tune, Mayo’s Teamwork.’ Link them to a factory: Taylor thinks workers only care about pay – piece-rate. Maslow’s pyramid from bottom: Physiological, Safety, Social, Esteem, Self-actualisation. Remember ‘Please Serve Salted Steak Every Sunday.’

有几个关键的激励理论：泰勒（金钱激励），马斯洛（需求层次），赫茨伯格（保健和激励因素），梅奥（人际关系）。用一个链条：’泰勒的金钱形成马斯洛的层次，赫茨伯格的双因素调子，梅奥的团队合作’。将它们与工厂联系起来：泰勒认为工人只关心工资 – 计件工资。马斯洛金字塔从下到上：生理，安全，社交，尊重，自我实现。记住 ‘请每个星期日端上带盐的牛排’（首字母对应英文）。

Herzberg separated Hygiene factors (salary, conditions) – which only prevent dissatisfaction, and Motivators (recognition, achievement) – which create true motivation. Picture a ‘hygiene’ toothbrush removing dirt but not adding joy; a ‘motivator’ trophy brings happiness. Mayo’s Hawthorne effect: attention and teamwork improved productivity. Remember the Hawthorne plant experiment – lighting changes increased output because workers felt noticed.

赫茨伯格将保健因素（工资、工作条件）– 只能防止不满意，和激励因素（认可、成就）– 创造真正的动力区分开。画一把 ‘保健’ 牙刷能去除污垢但不会带来快乐；一个 ‘激励者’ 奖杯带来幸福。梅奥的霍桑效应：关注和团队合作提高了生产率。记住霍桑工厂实验 – 照明变化提高了产出，因为工人感觉自己被注意到。

For Vroom’s Expectancy Theory: Motivation = Expectancy × Instrumentality × Valence. If any is zero, motivation is zero. Think ‘EIV’, a mathematical product. Expectancy: ‘If I try, can I succeed?’ Instrumentality: ‘If I succeed, will I be rewarded?’ Valence: ‘Do I value the reward?’ Use ‘EIV’ to remember.

对于弗鲁姆的期望理论：激励力 = 期望 × 工具性 × 效价。任何一项为零，动机就是零。想 ‘EIV’，一个数学乘积。期望：’如果我努力，我能成功吗？’ 工具性：’如果我成功，我会得到奖励吗？’ 效价：’我重视这个奖励吗？’ 使用 ‘EIV’ 来记忆。

---

6. Operations Management: Lean & Quality | 运营管理：精益与质量

Key terms: Lean production (eliminating waste), Kaizen (continuous improvement), Just-in-Time (JIT – stock arrives exactly when needed), Total Quality Management (TQM – everyone responsible for quality). Create the mental factory ‘LJKT’: Lean, JIT, Kaizen, TQM. Lean is the overall philosophy; Kaizen is small daily improvements; JIT is about zero inventory; TQM aims for zero defects. Think ‘LJKT’ as ‘Lots of Japanese Kit (Tools)’.

关键术语：精益生产（消除浪费），Kaizen（持续改善），准时制（JIT – 存货在需要时恰好到达），全面质量管理（TQM – 每个人都对质量负责）。创建心理工厂 ‘LJKT’：精益，JIT，改善，TQM。精益是总体理念；改善是每天的小改进；JIT 关于零库存；TQM 追求零缺陷。把 ‘LJKT’ 想成 ‘很多日本工具’。

Kaizen is Japanese for ‘change for better’. Imagine a staircase of tiny steps – each day a small step up. JIT: picture an empty warehouse with a truck delivering parts at the exact moment they are needed – no buffer stock. Benefits: reduced storage costs, less waste, but vulnerable to supply disruptions.

改善在日语里是 ‘为更好而改变’。想象一个由微小台阶组成的楼梯 – 每天向上迈一小步。JIT：想象一个空仓库，一辆卡车在正好需要零件时送达 – 没有缓冲库存。好处：减少储存成本，更少浪费，但容易受到供应中断的影响。

Quality terms: Quality Control (inspecting at the end), Quality Assurance (building quality into the process). Use ‘C’ for check (Control), ‘A’ for assure (Assurance). TQM emphasises internal customer concept – each department is a supplier to the next. Quality circles: small groups meet regularly to solve problems.

质量术语：质量控制（最后检查），质量保证（把质量融入过程）。用 ‘C’ 代表控制（检查），’A’ 代表保证（确保）。TQM 强调内部顾客概念 – 每个部门都是下一个部门的供应商。质量圈：小团体定期开会解决问题。

---

7. External Environment: PESTLE Analysis | 外部环境：PESTLE 分析

PESTLE stands for Political, Economic, Social, Technological, Legal, Environmental. To memorise, use the sentence: ‘Please Eat Some Tasty Lemon Eggs’. Each factor forces a business to adapt. Political: trade tariffs, government stability. Economic: interest rates, inflation. Social: demographic changes, lifestyle trends. Technological: automation, AI. Legal: employment law, health & safety. Environmental: carbon footprint, sustainability.

PESTLE 代表政治、经济、社会、技术、法律、环境。为了记忆，使用句子：’请吃一些美味的柠檬鸡蛋’。每个因素都迫使企业去适应。政治：贸易关税，政府稳定性。经济：利率，通货膨胀。社会：人口结构变化，生活方式趋势。技术：自动化，人工智能。法律：劳动法，健康与安全。环境：碳足迹，可持续性。

Exam application: when analysing a case study, use PESTLE to structure your answer. Political example – new VAT rates affect pricing. Economic example – recession reduces consumer spending. Social – aging population increases demand for healthcare. Technology – e-commerce allows 24/7 sales. Legal – minimum wage legislation raises costs. Environmental – pressure to use biodegradable packaging.

考试应用：分析案例时，使用 PESTLE 来组织答案。政治例子 – 新的增值税税率影响定价。经济例子 – 经济衰退减少消费者支出。社会 – 人口老龄化增加对医疗的需求。技术 – 电子商务允许全天候销售。法律 – 最低工资立法提高成本。环境 – 使用可生物降解包装的压力。

Another mnemonic for PESTLE: ‘Pretty Elephants Sing To Little Elephants’. Create your own image. Remember, these factors are external – beyond the control of the business, so they present opportunities or threats in a SWOT analysis.

另一个 PESTLE 的记忆法：’漂亮的大象对小象唱歌’。创建你自己的图像。记住，这些因素是外部的 – 超出企业的控制范围，因此它们在 SWOT 分析中表现为机会或威胁。

---

8. Break-Even Analysis in a Snapshot | 盈亏平衡分析速览

Break-even point is where total revenue equals total costs (no profit, no loss). Formulas: Break-even output = Fixed costs / (Selling price – Variable cost per unit). Contribution per unit = Selling price – Variable cost per unit. Remember ‘Fixed costs over Contribution’ – FC over C. Visualise a seesaw: fixed costs are a heavy block, and contribution lifts it; the number of units needed is the balance point.

盈亏平衡点是总收入等于总成本的点（没有利润，没有亏损）。公式：盈亏平衡产出 = 固定成本 / (销售价格 – 单位变动成本)。每单位贡献 = 销售价格 – 单位变动成本。记住 ‘固定成本除以贡献’ – FC 除以 C。想象一个跷跷板：固定成本是一块重物，贡献将它抬起；所需的单位数量就是平衡点。

Margin of safety = Actual output – Break-even output. Shows how much sales can fall before a loss occurs. Think of ‘safety cushion’. If actual output is 1000 units and BEP is 800, margin of safety is 200 units. Use a break-even chart: fixed cost horizontal line, total costs slope up from fixed cost line, total revenue from origin. Intersection is BEP.

安全边际 = 实际产出 – 盈亏平衡产出。显示在出现亏损前销售可以下降多少。想象一个 ‘安全垫’。如果实际产出是 1000 单位，BEP 是 800，安全边际为 200 单位。使用盈亏平衡图：固定成本为水平线，总成本从固定成本线向上倾斜，总收入从原点出发。相交点即 BEP。

Contribution concept: it is not profit but goes to cover fixed costs first; any leftover is profit. For multi-product firms, calculate contribution per unit for each. Limitations: assumes all units are sold, linear costs and revenue, only applies to one product or constant mix.

贡献概念：它不是利润，而是首先用于覆盖固定成本；如果有剩余才是利润。对于多产品企业，为每种产品计算每单位贡献。局限性：假设所有单位都售出，线性的成本和收入，仅适用于单一产品或恒定的产品组合。

---

9. Sources of Finance: Short & Long Term | 资金来源：短期与长期

Sources of finance can be internal or external, short-term or long-term. Use the phrase ‘Internally Externally Short Long’ – IESL. Internal: retained profit, sale of assets. External: loans, overdrafts, leasing, share capital, venture capital. Short-term: overdraft, trade credit, factoring. Long-term: mortgage, debentures, share issue. Create a money tree: internal branches grow from retained profit, external roots need convincing (banks, investors).

资金来源可以是内部或外部，短期或长期。使用短语 ‘Internally Externally Short Long’ – IESL。内部：留存利润，出售资产。外部：贷款，透支，租赁，股本，风险资本。短期：透支，商业信用，保理。长期：抵押贷款，公司债券，股票发行。画一棵金钱树：内部分枝从留存利润长出，外部的根需要说服（银行、投资者）。

Overdraft: bank allows negative balance up to a limit; interest paid only on amount used. Trade credit: buying supplies and paying later, e.g. 30 days. Factoring: selling invoices to a third party at a discount for immediate cash. Remember ‘Factor gets a fraction, you get fast cash.’ Debentures: long-term loans with fixed interest, secured on company assets. Think ‘Debenture = debt that endures.’

透支：银行允许账户负债至一个限额；只对使用的金额支付利息。商业信用：购买物资后延迟付款，如 30 天。保理：将发票以折扣价出售给第三方以获得即时现金。记住 ‘保理商拿一部分，你拿到速现金’。公司债券：有固定利息并以公司资产做担保的长期贷款。想 ‘公司债券 = 持久的债务’。

Venture capital: investment from specialised firms in return for equity, often in high-growth startups. Crowdfunding: raising small amounts from many people online – like a digital donation box. Leasing: renting equipment; avoids large capital outlay, but never owned. Use ‘Lease, not buy, to keep cash high.’

风险资本：来自专业公司的投资，以股权作为回报，通常针对高增长初创企业。众筹：在线从许多人那里筹集小额资金 – 像一个数字捐款箱。租赁：租用设备；避免了大量资本支出，但从未拥有。用 ‘租赁不买，保持现金充裕’。

---

10. Human Resource Management: Workforce Planning | 人力资源管理：劳动力规划

Key terms: Recruitment (attracting candidates), Selection (choosing), Induction (introducing new staff), Training (on-the-job, off-the-job), Appraisal (reviewing performance), Redundancy (job no longer exists), Dismissal (fair/unfair, employee sacked). Use the lifecycle ‘RSITARD’: Recruitment, Selection, Induction, Training, Appraisal, Redundancy/Dismissal. Imagine a person walking along a path from hire to fire – like a ‘HR Highway’.

关键术语：招聘（吸引候选人），选拔（选择），入职培训（介绍新员工），培训（在岗，脱产），评估（评审绩效），裁员（职位不复存在），解雇（公平/不公平，员工被开除）。使用生命周期 ‘RSITARD’：招聘、选拔、入职、培训、评估、裁员/解雇。想象一个人沿着一条从入职到离职的道路 – 像一条 ‘HR 高速公路’。

Recruitment can be internal (cheaper, motivates existing staff) or external (wider skills, fresh ideas). Job analysis → Job description → Person specification. Remember ‘Analyse, Describe, Specify – ADS’. Training types: On-the-job (learning while working, e.g. mentoring), Off-the-job (away from workplace, e.g. college course). Induction is the ‘I’ but think of ‘introduction’, a warm welcome to reduce early turnover.

招聘可以是内部（更便宜，激励现有员工）或外部（更广泛技能，新思想）。工作分析 → 工作描述 → 人员规范。记住 ‘分析，描述，规范 – ADS’。培训类型：在岗培训（工作时学习，如指导），脱产培训（离开工作场所，如大学课程）。入职培训是 ‘I’，想象 ‘介绍’，一种减少早期离职的温暖欢迎。

Appraisal methods: management by objectives (MBO), 360-degree feedback, self-evaluation. Perhaps remember ‘360-MBO-Self’. Labour turnover formula: (Number of staff leaving / Average number of staff employed) × 100. High turnover suggests dissatisfaction or poor recruitment.

评估方法：目标管理（MBO），360度反馈，自我评估。可以记住 ‘360-MBO-自我’。劳动力流失率公式：(离职员工人数 / 平均雇佣人数) × 100。高流失率表明不满或招聘不佳。

---

11. Strategic Management: Ansoff, Porter & SWOT | 战略管理：安索夫、波特与SWOT

Essential strategic models: Ansoff’s Matrix (Market penetration, Product development, Market development, Diversification). Use ‘MP-MD-PD-D’ – but better: ‘Penetrate, Develop Product, Develop Market, Diversify’ – imagine a knight expanding his kingdom. Porter’s Five Forces: (1) Threat of new entrants, (2) Bargaining power of buyers, (3) Bargaining power of suppliers, (4) Threat of substitutes, (5) Competitive rivalry. Mnemonic: ‘New Buyers Supply Substitute Rivalry’.

基本战略模型：安索夫矩阵（市场渗透，产品开发，市场开发，多元化）。使用 ‘MP-MD-PD-D’ – 但更好的是：’渗透，开发产品，开发市场，多元化’ – 想象一个骑士在扩张他的王国。波特五力：(1) 新进入者的威胁，(2) 买方的议价能力，(3) 供应商的议价能力，(4) 替代品的威胁，(5) 竞争敌对。助记：’New Buyers Supply Substitute Rivalry’。

SWOT: Strengths (internal, positive), Weaknesses (internal, negative), Opportunities (external, positive), Threats (external, negative). S and W are internal; O and T are external. Draw a 2×2 grid. Remember ‘SWOT cops’ – Strengths and Weaknesses are within the business (inside the police station), Opportunities and Threats are outside. Ansoff’s risk increases from penetration to diversification.

SWOT：优势（内部，正面），劣势（内部，负面），机会（外部，正面），威胁（外部，负面）。S 和 W 是内部的；O 和 T 是外部的。画一个 2×2 网格。记住 ‘SWOT 警察’ – 优势和劣势在企业内部（警察局内），机会和威胁在外部。安索夫的风险从渗透到多元化递增。

Porter’s Generic Strategies: Cost Leadership, Differentiation, Focus (cost focus or differentiation focus). Think ‘CDF’ – ‘Cost, Differentiate, Focus’. A firm can be ‘stuck in the middle’ if it tries all without clear choice. Link: ‘Porter’ reminds you of ‘portals’ – different doors to competitive advantage.

波特的一般性策略：成本领先，差异化，集中（成本集中或差异化集中）。想 ‘CDF’ – ‘成本，差异化，集中’。如果一家企业尝试所有策略但没有明确选择，就会 ‘困在中间’。联系：’Porter’ 让你想起 ‘入口’ – 通向竞争优势的不同门户。

---

12. Economic Terms for Business Decision-Making | 商务决策中的经济术语

You must be able to interpret economic indicators. Terms: GDP (Gross Domestic Product – total value of output), Inflation (general price rise), Interest rates (cost of borrowing/return on saving), Exchange rates (value of one currency against another), Fiscal policy (government spending and taxation), Monetary policy (central bank managing money supply and interest rates). Use a weather analogy: ‘GDP is the sun, inflation is the wind, interest rates are the rain – all affect business climate.’

你必须能够解读经济指标。术语：GDP（国内生产总值 – 产出总价值），通货膨胀（物价普遍上涨），利率（借款成本/储蓄回报），汇率（一种货币兑另一种的价值），财政政策（政府支出和税收），货币政策（中央银行管理货币供应和利率）。用一个天气类比：’GDP 是太阳，通货膨胀是风，利率是雨 – 都影响商业气候’。

When interest rates rise, borrowing is more expensive, so businesses invest less; consumers spend less because loans cost more. When exchange rate appreciates, exports become more expensive, imports cheaper – an ‘export pain, import gain’ situation. Fiscal policy: expansionary (cut taxes, increase spending) stimulates demand; contractionary does opposite. Monetary policy: quantitative easing (QE) – central bank buys bonds to inject money.

当利率上升时，借贷更昂贵，因此企业减少投资；消费者减少支出，因为贷款成本更高。当本币升值时，出口变得更贵，进口更便宜 – ‘出口痛，进口乐’ 的局面。财政政策：扩张性（减税，增加支出）刺激需求；紧缩性则相反。货币政策：量化宽松（QE）– 央行购买债券以注入资金。

To memorise exchange rate effects, use ‘SPICED’: Strong Pound Imports Cheaper Exports Dearer. For the UK, if £1 buys more dollars, UK exports are pricier for US customers, imports from US are cheaper.

要记住汇率的影响，使用 ‘SPICED’：英镑强劲，进口便宜，出口昂贵。对英国来说，如果 1 英镑买更多美元，英国出口产品对美国客户来说更贵，从美国进口更便宜。

Published by TutorHao | Business Revision Series | aleveler.com

更多咨询请联系16621398022（同微信）